MxMIndia

Category: MARKETING

  • The partnership will see Uber and Virat Kohli join hands to underscore the company’s commitment to serve billions in the country, in the years to come

    Virat Kohli appointed brand ambassador for Uber India

    By A Correspondent

     

    Uber has announced the appointment of Virat Kohli, captain of the Indian men’s cricket team as its first brand ambassador in India.

     

    Speaking on the occasion, Amit Jain, President, Uber India & SA, said: “We are extremely delighted to sign on Virat Kohli to bat as brand ambassador for Uber India. His commitment to India on and off the field is commendable – from bagging world titles for the country to advocating positive change, he is invested in making a difference to the community at large. In Virat, we’ve found a partner who reflects the drive we share with everyday India, while embodying our commitment to serving the country. Today, we are the most-preferred ride-hailing service in this market and we will continue to invest and innovate in ways that will benefit our driver partners and riders.”

     

    Added Sanjay Gupta, Head of Marketing, Uber India & South Asia: “Virat personifies dynamism, integrity, grit, ability and passion. He is the embodiment of India’s ambitions on the world’s stage; he anchors the aspirations of billions, and it’s the little things he does that bring joy to their lives. It’s this balance of purpose with a larger responsibility to citizens of the world that makes him the perfect partner to realising Uber’s commitment to India. We are super excited to have him join the team at Uber India,”

     

     

  • The launch of the initiative was first introduced at Hotel Ramada, Ajmer

    Isobar launches ‘The Blind Faith Upgrade’ under ‘Accessible Tourism’

    By A Correspondent

     

    Isobar India has introduced the Blind Faith Upgrade, a cause-oriented initiative under Accessible Tourism. This initiative explores the challenges faced by visually-impaired travellers and allows the hotel to transform any of its rooms into a visually-impaired-friendly room. The launch of the initiative was first introduced at Hotel Ramada, Ajmer.

     

    On the launch of this initiative, Shamsuddin Jasani, MD Isobar India said: “We’re all accountable towards building a community in which we wish to live – not just for ourselves, but for generations to come. We at Isobar are trying to focus on overcoming key challenges in our quest for a sustainable community. We are looking at taking this a step towards creating an informed society and urging the other key players across tourism industry to adopt the same across their properties in India. ”

     

    Added Gopa Kumar, Executive Vice President, Isobar India: “Accessibility is a key concern for letting the elderly and differently-abled people feel confident that they can travel without facing any problems. We hope this initiative would help spread further awareness about accessible tourism and bring further advancements across larger players within the hospitality space.”

     

     

  • Bajaj Almond Drops campaign trended on twitter with the hashtag #LoadMatLo

    Bajaj Almond Drops hair oil relaunches its ‘Load Mat Lo’ campaign

    By A Correspondent

     

    Bajaj Almond Drops has unveiled its integrated campaign titled ‘Load Mat Lo’, which features Parineeti Chopra as the brand ambassador. Besides traditional media like TV and Print, the brand has also engaged with consumers via digital activities and has planned for outdoor advertising in key markets.

     

    Commenting on the thought process behind this campaign, Sandeep Verma – President, S&M at Bajaj Corp said: “These days, young women shirk at the idea of oiling their hair. The core reason for this is the sticky and heavy feeling on the head. It feels like there is a ‘load’ on their head. However, with Bajaj Almond Drops hair oil they don’t need to worry about chip-chip and greasy hair. Bajaj Almond Drops hair oil gives their hair the nourishment it needs without the heavy feeling on the head. Our ‘Load Mat Lo’ campaign strives to provide a solution to the unnecessary worrying in the context of hair oiling.”

     

     

  • Actor Ranbir Kapoor revels in entertaining campaign featuring Bollywood music classics

    Yatra launches new TVC, focuses on eCash and airfare-drop protection

    By A Correspondent

     

    Online travel portal Yatra.com has launched its new series of advertisement commercials featuring its brand ambassador Ranbir Kapoor.

     

    Commenting on the new TVC series that are conceptualised by Ogilvy, Sharat Dhall, COO (B2C), Yatra.com, said: “We are focused on innovating in terms of customer features and benefits, and this set of ads highlight two such industry first features –eCash loyalty points and the airfare-drop protection. With these films we are looking to attract new users to our fold, while retaining the connection with our existing customer base. The ads capture the best of Bollywood – entertaining, yet with a key consumer message, and hopefully will strike a chord with the audience.”

     

    Added Dhruv Mookerji, Creative, Ogilvy & Mather, Kolkata: “Bollywood has left a lasting impression on the cultural psyche of the nation. And with RanbirKapoor as the brand ambassador of Yatra, it seemed a perfect fit to merge the unique positioning of Yatra with the great musical legacy of the Kapoorkhandan.”

     

     

  • The new creative from Ogilvy highlights its unmatched bonding quality even in water

    Fevicol reinforces its leadership with its new Fevicol Marine TVC

    By A Correspondent

     

    Adhesive giant Fevicol has released a new ad film created by Ogivly that reiterates Fevicol Marine’s strong bond in water with the tagline ‘Asli Waterproof Adhesive’.

     

    Said Vivek Sharma, CMO, Pidilite Industries Ltd: “Fevicol Marine is an advanced product and highlights Fevicol’s technological prowess. Post the successful ‘boatman’ campaign, we wanted to highlight the brand promise in an entertaining manner that has become synonymous with Fevicol advertising. The new marine TVC aims to showcase the product superiority of Fevicol Marine compared to other offerings in the market.”

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather, added: “The campaign keeps in mind that currently most consumers cannot differentiate on wood adhesives performance and technology. The idea was to present the differentiation in an easy and humorous manner. Like all Fevicol ads, this TVC also borrows from India and captures the spirit of India.”

     

     

  • #LookGoodDoGood aims to sow the seeds of social responsibility, especially in the youth

    Being Human Clothing recognises achievers via #LookGoodDoGood

    By A Correspondent

     

    Being Human is set to launch its latest Spring Summer 18 campaign featuring the brand’s co-founder Salman Khan and nine unsung heroes.

     

    Said Manish Mandhana, CEO, Mandhana Retail Ventures Ltd, the global licencee for Being Human Clothing: “It feels great to see the Being Human family expanding every year through the brand campaigns. The thought is always to get like-hearted people together and collectively create a stronger communication that inspires individuals to Doing Good while Looking Good. The financial year has been really good for us, from launching new campaigns to entering the south market with new store openings. With almost 60 stores in India till date we are planning to explore & expand extensively in Tier II & Tier II cities targeting the aspirational & young India. We shall further continue to grow, supporting the twin cause of Education and Healthcare that Being Human – the Salman Khan Foundation has initiated.”

     

     

  • Conceptualised by Famous Innovations, the three films developed portray varied scenarios which are both indoor and outdoor

    Livpure lays importance on the need to save water via #CuttingPaani

    By A Correspondent

     

    Livpure has unveiled its latest campaign #CuttingPaani. Based on the concept of Cutting Chai, a unique culture in India, this campaign brings focus on the very fact that if the quench is of half a glass then one should only take half a glass of water.

     

    Conceptualised by Famous Innovations, the three films developed portray varied scenarios which are both indoor and outdoor, namely, an office setting, a caf̩ and inside a home. The production values are high and the setup is natural establishing the concept of #CuttingPaani and amplifying the fact of optimizing usage of water by taking only what is required. The tagline of the campaign is РAgar pyaas cutting ki hui, toh full glass kyun? Bacha huya paani koi aur pee lega! The campaign intends to rope in relevant influencers to support the message of saving water.

     

    Commenting on the campaign, Sushil Matey, Director-Marketing, Livpure said: “According to Asian Development Bank’s forecast, by 2030, India will have a water deficit of 50 percent. Research also shows that 7 out of 10 people don’t finish their glass of water, which then goes to waste. Livpure was keen to draw attention to this hard reality in a simple and effective manner. Although, there have been very powerful campaigns to spread awareness about water conservation, very few gave practical and doable solutions. With #CuttingPaani campaign, we wanted to highlight the significance of drinking water judiciously. Digital, emerging as a favored medium of communication, we intend to go all out and spread the message far and wide.”

     

    Added Siddhartha Singh, CEO, Famous Innovations: “For any movement to galvanize we need a meaningful, actionable symbol that people can adopt in their everyday lives. Asking for #CuttingPaani represents just that. It’s a small step when you’re eating at a restaurant or visiting someone’s office, but it stands for a thoughtful and progressive mindset. We hope that people will feel proud when they consciously ask someone to give them only half a glass of water.”

     

     

  • JSW Steel markets JSW Colouron+ colour-coated sheets catering to the growing consumers’ need for steel roofing

    JSW Steel’s latest film supports fight against counterfeit steel

    By A Correspondent

     

    JSW Steel has unveiled a new TV campaign under the theme ‘Asli JSW Colouron+ sheet wahi jiski quality marking mithenahi’.

     

    Conceptualised by Ogilvy & Mather, the new JSW Colouron+ TVC demonstrates the product functionalities while creating awareness on how consumers can check for authentic JSW Colouron+ sheets.

     

    Commenting on the launch, Jayant Acharya, Director – Marketing & Commercial, JSW Steel said: “We have seen a large influx of sub-standard colour coated steel into the country in recent past. This poses multiple problems for the country – not only does it affect domestic manufacturers who have put in large amounts of capital to set-up world class facilities but it also increases the cost of infrastructure as low quality imported steel needs replacement in about two years compared to 10-20 years’ shelf life of domestically manufactured colour-coated steel. The issue becomes even more serious when these imported sheets start getting sold as counterfeit of established brands in the country deceiving consumers across segments. JSW Steel has been at the forefront of fighting this menace and we have already conducted over 40 raids in various parts of the country. Our team has innovated an in-house solution to make the product tamper proof.  We are launching a TV campaign for mass education of customers – creating awareness on how to recognize genuine tamper proof JSW Colouron+ steel products.”

     

     

  • New campaign has been conceptualised by Leo Burnett India

    HDFC Life promotes post-retirement pension benefits in latest film

    By A Correspondent

     

    HDFC Life has launched a new pension plan that is directed at individuals who are about to retire from their jobs in the next five to ten years.

     

    Speaking about the campaign, Pankaj Gupta, Executive Vice President – Strategic Alliances, Bancassurance, and Marketing said: “Annuity is one of the key focus areas for us as an organisation. Our recent research reveals that post retirement; people struggle to manage expenses as they are anxious of their life ahead. Post retirement, with no salary coming every month, we tend to curb our lifestyle because though we have a large lump sum amount as savings, we are always afraid of outliving our savings. In such a scenario annuity product can play a major role as they ensure that you have guaranteed regular income akin to your salary that gets paid to you all your life. This can ensure that your life after retirement is similar to the one lived before.  We have tried to communicate this very benefit by way of this campaign.”

     

    Commenting on the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “Retirement brings with it a lot of sacrifices. However, retirees tend to give up their everyday joys to remain financially independent; these are the joys that give life meaning. People retire from their professional designations, and not as parents and spouses. We wanted to reassure our customers with the new Guaranteed Pension Plan policy, and I believe we have succeeded through this beautiful Humankind campaign.”

     

     

  • Aims to break multiple stereotypes around health insurance with a disruptive 360 degree campaign

    Max Bupa launches urges Indians to make health a habit with ‘GoActive’

    By A Correspondent

     

    Max Bupa has rolled out a new campaign that talks about its latest digitally enabled everyday use health insurance plan GoActive and aims to change the way Indians perceive health insurance, making it a part of their daily lives. The new campaign attempts to redefine how health insurance brands typically interact and engage with their customers.

     

    Speaking on the campaign, Anika Agarwal, SVP – Marketing and Head Digital Sales, Max Bupa, said: “Despite India’s falling health graph, the country still has one of the lowest health insurance penetration levels in the world with less than 20% of the population with any form of health insurance. Also, amongst Young Indians, in spite of their lifestyles and increasing incidence of illnesses, they generally do not feel the need for health insurance owing to how they still see it – a financial decision that can be deferred, a contingency investment only for old age and a recurring expense with uncertain usage, while you are in the pink of health. The brief for the creative agency was simple – break this stereotype and reimagine what health insurance should do. Make people realise that GoActive will work with you 365 days a year for all your health needs on the go – related to illness and wellness. Max Bupa has always attempted to stand apart in terms of how we communicate with our audiences and this campaign outreach is also differentiated. It is designed for today’s digital audiences, the campaign will be aired on high affinity TV channels and will have a big online and digital play including mobile, to reach out to our target audiences.”

     

    Created by Contract Advertising, the commercial will run across both Tier 1 and 2 markets. Added Ashish Chakravarty, Chief Creative Officer – Contract: “Usual perception of health insurance is something that you buy and then put it in some file. Customers then almost forget about it unless there is a need for a big medical treatment. Here we have a unique product, Max Bupa GoActive that has been designed so that it is relevant and can be used almost every day of the year. So was born the idea of health insurance as a person who is with you in more ways than one. We had fun trying to conceptualize this character; should he be a medical professional or a doctor. Then we cracked this concept of creating a Max Bupa man. With an inspired casting in the form of Aparshakti Khurana, we think we have found a sweet spot.”

     

     

  • With the on-set of summer across India, Salman will feature in the new #FeelTheFizz campaign for Appy Fizz

    Parle Agro gets Salman Khan to promote Appy Fizz

    By A Correspondent

     

    Parle Agro has announced actor Salman Khan as the new face of its brand Appy Fizz. The actor will feature in the new #FeelTheFizz campaign for the drink.

     

    Commenting on the announcement, Nadia Chauhan, Joint MD and CMO, Parle Agro said: “Appy Fizz has established a strong foothold in the market over the years and with this collaboration, we want to further build the brand through aggressive marketing initiatives. Salman Khan’s magnetic personality seamlessly reflects the brand’s identity, and with his popularity along with the power of Appy Fizz, we aim to make this brand a household name.”

     

     

  • The association with Jacqueline will allow the brand to enhance its market salience on a pan-India level

    Bella Casa appoints Jacqueline Fernandez as brand ambassador

    By A Correspondent

     

    Jaipur-based Bella Casa has roped in actor Jacqueline Fernandez as its brand ambassador for a two-year period.

     

    Speaking on the announcement, Saurav Gupta, CEO – Bella Casa, said: “The bed linen market in India is pegged at around INR 13,000 crore at present and is expected to grow at a CAGR of 12 per cent annually. The ethnic fashion and apparel space has also witnessed a massive growth in demand for high-quality, stylish, yet affordable designer wear. We want to tap into these emerging business opportunities with our market-leading offerings. Bringing Jacqueline on board as our brand ambassador is perfectly in line with our growth strategy, as she personifies the style, trendiness, and elegance that Bella Casa as a brand stands for.”