MxMIndia

Category: MARKETING

  • Manish brings with him extensive experience in e-commerce and will report to the Board of TV18 Home Shopping Network Ltd

    Manish Kalra joins Homeshop18 as CEO

    By A Correspondent

     

    The Board of Directors of TV18 Home Shopping Network Limited announced the appointment of Manish Kalra as Chief Executive Officer of Homeshop18.

     

    Prior to joining Homeshop18, Kalra was Chief Marketing & Business Officer at Craftsvilla. He has also worked in the past for Amazon India, MakeMyTrip and Dell.

     

    Speaking on his appointment, Kalra said:“I am excited to join Homeshop18 and look forward to working with and learning from the talented team there. Retail industry in India is going through a transformation phase. Team at Homeshop18 has a unique opportunity to deliver innovative products and solutions to our customers that will bring greater value to them, our suppliers, employees, investors and other stakeholders in the process. I am grateful to the HS18 board for giving me this opportunity.”

     

     

  • The product will be promoted through a high-decibel advertising campaign

    Idea’s ‘Nirvana’ offering has a solution for all its Postpaid customers

    By A Correspondent

     

    Idea Cellular has unveiled a new campaign for its new Nirvana range of Postpaid plans.

     

    Speaking on the campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said: “Brand Idea understands consumers’ needs and helps them positively transform their lives through its services. This campaign aims to capture how Idea’s Nirvana Postpaid Plans help transform moments of stress for the consumer into moments of carefree happiness. When a consumer chooses Nirvana plans, everything they need from their mobile service provider is taken care of, and so they can continue to focus on the bigger things that truly matter to them.”

     

    Developed by BBDO India, the TVC will be amplified through an integrated 360-degree campaign, spanning across television, radio, OOH, digital.

     

     

  • The campaign adds a new dimension to Lufthansa’s promise in India

    Lufthansa launches #SayYesToTheWorld campaign in India

    By A Correspondent

     

    Lufthansa launched its new #SayYesToTheWorld brand campaign in India, celebrating openness and curiosity. The campaign is about exploring a world of new possibilities and saying yes to the unknown.

     

    Said Wolfgang Will, Senior Director, South Asia, Lufthansa German Airlines: “Lufthansa opens up the world to all explorers. With more and more Indians displaying a growing zest for exploring the world, the new campaign adds to our assurance of being ‘More Indian than you think’ and reaffirms our commitment to being a preferred partner to the Indian traveler,”.

     

    Meanwhile, the Lufthansa Group’s brand image has also been modernised. The new logo no longer bears the crane and is written completely in capital letters.

     

     

  • Masala Baby was founded in 2010 by Dipali Patwa, who runs an all-woman team

    Ventureland Asia backed startup, Masala Baby makes India foray

    By A Correspondent

     

    New York-based children’s lifestyle startup brand Masala Baby has announced its foray into the Indian market with a special collection of uniquely designed clothes, which will be available on FirstCry-BabyOye.

     

    On launching Masala Baby in India, founder Dipali Patwa said: “India has been our primary market to source all our products and material, and we’re delighted to now offer our products back to the India market. Our aim is to launch a culturally relevant brand for India that understands the nuances of the Indian marketplace with a western bent on styling and is forward thinking to create models that will allow for deeper engagement of the parent community. We eagerly look forward to collaborate with more artisan communities and provide long-term sustainable employment. This is the DNA of our brand- artisanal, sustainable, socially engaged with a give back component.”

     

    On the India launch, Sajan Raj Kurup, Founder, Ventureland Asia, said: “Masala Baby has done exceptionally well in the US with a coveted clientele including many Hollywood celebrities, in a short span of time.  One of the main reasons Ventureland Asia invested in Masala Baby was not just for their unique aesthetics but also because of their core purpose of working with artisans and using the skills of local craftsmen to create their product line, and giving back to the community. We are proud of the team’s achievements and look forward to a great India launch.”

     

     

  • New film captures Gatorade’s role in optimizing performances of top athletes

    PV Sindhu urges athletes to achieve more in latest film for Gatorade

    By A Correspondent

     

    PepsiCo India’s sports drink brand, Gatorade, has released a new TVC film featuring ace shuttler and Olympian PV Sindhu highlighting its commitment to keep top athletes across the world rehydrated and refueled for better performance. Alongside, PV Sindhu, the film also features international football superstar Lionel Messi and basketball player Karl Anthony Towns.

     

    In line with Gatorade’s campaign to ‘Sweat More’, P.V. Sindhu, who was taken on board as the brand ambassador last year, has successfully completed her sweat test at the Baltimore facility of Gatorade Sports Science Institute.

     

     

  • Plus One is a design and communication agency from Mumbai

    Plus One bags creative mandate for Urban by Blackberrys

    By A Correspondent

     

    Blackberrys appoints Plus One as the Brand and Creative Agency on Record (AOR) for Urban – the millennial clothing and lifestyle brand from its stables. Plus One is a design and communication agency from Mumbai, and in a collaborative working model, roped in Wolfzhowl, Mumbai as its strategy partner in winning the multi-agency pitch.

     

    Ramesh Kaushik

    Commenting on the pitch and subsequent appointment for ATL and BTL creative duties, Ramesh Kaushik, VP – brand experience, Blackberrys said: “Urban is our unique proposition to todayÂ’s youth from the House of Blackberrys. It is styled to appeal to the wanderer in you, for both internal and external exploration. We needed a partner who understands our proposition and is strategically placed to establish a strong dialogue with Urban consumers while rethinking the fundamentals of engagement in todaysÂ’ time. ThatÂ’s where Plus One and Wolfzhowl scored over, with their clear understanding of building the brand Urban with earned exposure while facilitating style with value first proposition. We are confident that together we will be building Urban as a go to brand.”

     

    Shitu Anand Patil

    Added Shitu Anand Patil, Co-founder and Chief Creative Officer at Plus One:“We are delighted to partner Blackberrys in bringing alive their exciting vision for brand Urban in fun, relevant and meaningful ways. It’s always a wonderful challenge to build a brand from the ground up. We are as excited by the responsibility as we are humbled by the trust reposed in us by the brand team.”

     

     

  • The latest season attempts to unravel the mysteries of celebrity homes and get to know them for the people they really are

    Season 2 of Asian Paints’ ‘Where the Heart Is’ set to air soon

    By A Correspondent

     

    Leading paint and décor brand Asian Paints has unveiled its second season of the ‘Where The Heart Is’ web series. The latest season attempts to unravel the mysteries of celebrity homes and get to know them for the people they really are.  The series will feature Saurav Ganguly, Bollywood actors Sushant Singh Rajput and Radhika Apte, directors Zoya Akhtar and Kabir Khan and wife Mini Mathur and musicians Monica Dogra and Anirudh Ravichandran.

     

    Speaking on the launch of ‘Where The Heart Is’ Season-2, Amit Syngle, COO Asian Paints Ltd said: “We are truly proud to bring the second season of the much loved show “Where The Heart Is”. We at Asian Paints believe in celebrating beautiful homes. With this web- series we again bring to consumers the opportunity to celebrate homes of India’s favourite celebrities. While we most often see them on screen or performing on the field or stage, it is at their home where they are truly themselves, it is where their heart is.”

     

     

  • Probitec is envisaged to be an end-to-end solution for executing and monitoring on-ground programmes for consumer engagement

    PointNine Lintas announces beta launch of Probitec

    By A Correspondent

     

    Omni-Channel agency PointNine Lintas announced its foray into martech and launched the beta version of its first product, Probitec. Probitec is envisaged to be an end-to-end solution for executing and monitoring on-ground programmes for consumer engagement.

     

    Announcing the go-live, Vikas Mehta – CEO, PointNine Lintas said: “A few years ago, we saw the wave of adtech sweeping the advertising business. The action is now shifting towards marketing technologies (martech), and we’re really excited about the possibilities it presents for innovations and inventions. Until now, agencies have primarily viewed their business model as ‘service providers’. At PointNine Lintas, we are committed to an equally strong focus on developing products that can add value to the marketing ecosystem. Probitec is a fine example of that, because it offers a platformic solution to a decades-old problem of transparency in the activation business.”

     

    LinEngage, the consumer engagement division of PointNine Lintas, has led the product development of Probitec in collaboration with technology partner, TalentBridge Technologies – a Bangalore based technology firm.

     

     

  • New ad campaign aims at first-time users by providing 'pay at hotel' and 'Best Price Guarantee' features

    MakeMyTrip unveils new campaign to encourage hotel booking online

     

     

    MakeMyTrip has launched its new campaign with brand ambassadors Ranveer Singh and Alia Bhatt.

     

    Speaking at the launch, Rajesh Magow, Co-Founder and CEO-India, MakeMyTrip, said: “As India’s leading online travel company, we are doubling down on growth in the deeply fragmented hotels segment by highlighting the benefits of online hotel booking to consumers. India is in a sweet spot in terms of internet growth, as more and more people are accessing internet fuelled by low data prices and smartphone user growth. Our new campaign highlights our overall business strategy to accelerate the conversion from offline to online hotel bookings.”

     

    Commenting on the new TVC, Saujanya Shrivastava, Group CMO, MakeMyTrip added: “MakeMytrip has been consistently focusing on the category expansion in the Online Hotels space by bringing down the entry barrier for travellers. Our new campaign provides yet another compelling reason to book Hotels online.  The intent is to a dispel long held belief amongst offline Hotel users that they often get the best deals through ‘offline’ negotiations and ‘jugaad’. The best price guarantee is one such powerful evidence of the myriad benefits of booking hotels online”.

     

    Talking about the campaign, Hemant Misra of Publicis Capital said: “This summer we are launching the next phase of MMT campaign – Best Price Guarantee and Pay at Hotel. Our communication journey that began in the summer of 2016 has grown into a remarkable movement. Our core strategy was focused on the interaction between the old and the new way of travelling. It is a one-to-one interaction between our protagonists which is made entertaining and engaging by Alia and Ranveer’s performance.”

     

     

  • Raymond reimagines the versatility of black with the most unlikely spokesperson

    Raymond launches new film to introduce its All-Black Collection

    By A Correspondent

     

    Raymond Limited has introduced a new film titled ‘It All Begins with Black’ to showcase its ‘All Black Collection’. The new TVC stars Indo-Canadian singer and writer Jugpreet Singh Bajwa, who is visually impaired since the age of six months.

     

    Speaking about the campaign Madhu S. Dutta, Head Marketing, Raymond Ltd., said: “Over ages, black has been a classic fashion favourite. A staple fabric and a part of every discerning gentleman’s wardrobe. Black beautifully complements every persona depicting elegance, a sense of sophistication. At Raymond through our new Black campaign, our endeavour has been to engage with the consumers through an authentic and honest narrative – weaving a special connect through the versatile collection which is more than just a colour and more than how the world perceives the colour black.”.”

     

    Added Sandipan Bhattacharyya, Chief Creative Officer, Grey group:, “It is this realisation that the film is a visually impaired person’s interpretation of black – that makes it go beyond the domain of fictitious, glorified fashion and into a real journey inside the narrator’s mind. Only a brand like Raymond can bravely embrace authenticity and seamlessly mash it up with fashion.”

     

    A complete 360-degree marketing campaign which includes digital, in-store visual merchandising, outdoor, television and cinema promotion is being executed for the Raymond All Black campaign.

     

     

  • The tagline ‘PranJaaye Par Pulse Na Jaaye’ establishes the magnetic appeal of Pulse candy

    DS Group rolls out second film for Pulse candy

    By A Correspondent

     

    Pass Pass Pulse has rolled out its second TV commercial. The TVC has been conceptualised by J. Walter Thompson.

     

    Speaking on the brand, Shashank Surana, VP, New Product Development, DS Group said:“Pass Pass Pulse has redefined the hard boiled candy space and it is our constant endeavour to strengthen the consumer base by increased product offerings and focused customer interface. This new TVC highlights the love that consumers have for Pulse candy and the temptation they offer or forego to get one. Through this high decibel campaign we intend to extend our consumer connect and also show gratitude to our customers, who made Pass Pass Pulse a roaring success; by offering a Paytm cashback scheme.’’

     

    Added Shujoy Dutta, Vice President & Executive Planning Director, J. Walter Thompson:“Our first commercial on Praanjaaye par Pulse najaye established the irrational love for Pulse. With the second ad we had to take the narrative further, into newer, masaledar, less life-threatening situations while keeping the quirky, craze for the brand alive.”

     

     

  • The film takes the crunchiness factor of the product in a humorous way

    FCB Ulka uses humour for Candyman Crunchy

    By A Correspondent

     

    ITC Foods has launched its new campaign for Candyman Crunchy. The campaign has been crafted and conceptualised by FCB Ulka.

     

    Speaking about the campaign, Romit Nair, Creative Head, FCB Ulka -Bangalore, said: “Our latest commercial for Candman Crunchy focuses on the “Fun-breakable” attribute of the candy. We are super excited about this campaign. Sometimes it’s important for everything to fall into place for a good piece of creative to take shape. That’s exactly what happened with this project. The production house/director, the FCB Ulka team and the client have worked closely to together to bring this campaign to life.”

     

    Menka Menon

    Added Menaka Menon, Vice President, FCB Ulka, Bangalore: “The entire story here evolves from the product truth. Candyman Crunchy is crunchy and crumbly and unlike the regular candy experience, and therein lay the story. We just needed to find an interesting way to communicate it!”