MxMIndia

Category: MARKETING

  • Big B lent his baritone voice for this experimentation for the first time in his career

    Big B takes to Acapella to woo consumers about Navratna Oil

     

     

    Navratna Oil has launched a new video with actor Amitabh Bachchanas an Acapella singer. Bachchan will be seen crooning the iconic song ‘Sar jo tera chakraye’ from the film Pyaasa. Created by Leo Burnett Orchard and directed by Nitesh Tiwari, the video has been digitally released on Youtube.

     

    Speaking on this occasion, Harsha V Agarwal, Director, Emami Limited, said: “Sar Jo Tera Chakraye, is one of the iconic musical hits from the movie ‘Pyaasa’ that people still love to hum. The song and its portrayal of a barber offering relaxing Champi has a very natural correlation with our brand Navratna which when applied for a head massage also offers instant relaxation from stress, tension, headaches and sleeplessness. It is almost as if the song had been written for Navratna only! We wanted to do something engaging for our consumers with this song and our brand ambassador, Amitabh Bachchan. Bachchan, a powerhouse of talent, is one of the most innovative & experimental artist even at this age. We are very happy that he agreed to don this new hat of an acapella singer for our brand Navratna that has every potential to make you feel relaxed and stress-free.”

     

    Added Nitesh Tiwari, the film’s director: “The music format of acapella is growing in popularity among the young music lovers of today. We found that the rhythm of Acapella style of singing has a very direct correlation with the rhythmic sounds and actions created by barbers while giving relaxing Champis to their clients. Amitabh Bachchan, the brand ambassador, also got instantly enthusiastic on learning about this idea and promptly agreed to lend his voice to this experimentation. It has been a wonderful experience for all of us and we have released the music digitally to connect better with today’s consumers who are digitally active and also love Bollywood music.”

     

     

  • Releases the first ‘Tech Conversations with Dad’ video featuring Amol Parashar and Kumud Mishra in partnership with the brand

    Xiaomi partners TVF to launch its TV offerings

    By A Correspondent

     

    Xiaomi and The Viral Fever (TVF) have announced a strategic partnership for the recently launched range of Mi televisions. Under that, The Viral Fever’s library of videos and web-series will be available across all Mi TVs, bringing TVF’s short, medium and long-form original content on the TV platform.

     

    Speaking about the partnership, Karan Chaudhry, COO, The Viral Fever said: “Digital content is making new inroads into the audiences’ lives, and Xiaomi’s new offering is truly disruptive for the Indian market. TVF is the pioneer of premium digital content in the country and is very focused on innovative ideas to satisfy the needs of Indian youth. The MiTV4 offers a great internet TV experience and is loaded with great content that is not available on other TVs in its category and that too at an unbelievable price – that is bound to shake up the TV eco-system in India. We are excited to be among the first partners for MiTV4 and look forward to our audience enjoying TVF shows on MiTV4. To deepen our partnership, we have created a special episode of our popular series ‘Tech Conversations with Dad’ in association with Xiaomi. We are sure our audience will love it. We wish Xiaomi great success in this new endeavour.”

     

    Added Sudeep Sahu, Product Manager – MiTV, Xiaomi India: “Mi TV 4 is the thinnest LED TV in the world, boasting of an extremely slim design that measures only 4.9mm, with a frameless display design for a more immersive viewing experience. With our content first philosophy, we hope to bring each Mi LED TV user a unique experience with a personalised interface. All this and much more is possible with PatchWall inbuilt into the world’s thinnest LED TV. TVF has been synonymous with groundbreaking content for the digital medium and we are extremely proud to have brought them on-board with their high quality immersive content offerings for all our Mi Fans. We hope to build great properties together. Mi LED TV offers over 500,000 hours of content and TVF is a very important partner, sharing brand philosophies similar to Xiaomi in terms of disrupting industries.”

     

     

  • Wavemaker won the account following a multi-agency pitch

    Wavemaker India wins media mandate for Bisleri International

    By A Correspondent

     

    Bisleri International has announced Wavemaker India as its media agency on record. Wavemaker will manage the offline media communications buying and planning for the brand Bisleri Fonzo.

     

    Speaking on this win, Kartik Sharma, Managing Director, Wavemaker – South Asia said: “We are extremely excited to start our partnership with Bisleri, one of the most trusted brands in India. Through our new operating system ‘Rapid Growth Planning’, we could demonstrate to Bisleri how we can help grow their business further.  I am confident about our in-depth understanding of the dynamic consumer journey clubbed with innovative media solutions which will help the brand connect to its consumers in many meaningful ways.”

     

     

  • Daiwa TV has announced the first leg of its marketing campaign ‘India Bole Daiwa’

    Daiwa TV endorses product attributes in latest brand campaign

    By A Correspondent

     

    Speaking on the campaign, Arjuun Bajaj – Director, Daiwa shares, “The campaign is influential in revitalising brand recall and act as a catalyst to several other activations. We have currently begun with Punjab, and will soon map the exercise to other major towns also in next two months. The campaign, ‘India Bole Daiwa’ reflects the cumulative confidence and affinity of Indian customers in the brand and the brand’s unwavering commitment to stand true to its vision.”

     

     

  • Bajaj V’s new initiative, urges people to light a candle outside their homes at 8pm today

    Bajaj V’s ‘Postcards of Pride’ film pays homage to soldiers

    By A Correspondent

     

    Bajaj V has launched ‘Postcards of Pride’ film under its Invincible Indians series.Through the film, it urges all Indians to spare a moment to remember over 22,000 bravehearts who laid down their lives in military actions since 1947, and display their respect through a small gesture of lighting a candle outside their home at 8 pm on today, March 23, which is also celebrated as Martyr’s Day.

     

    ‘Postcards of Pride’ captures the story of Jitendra Singh Gurjar, a Surat-based security guard who has been writing postcards to martyrs’ families for the last 19 years. Till date he has written letters to 4000 families. Through the film Bajaj V conveys a message to all the Indians to come together on Martyr’s day at same time to pay tribute to our

     

    Speaking about the initiative, Sumeet Narang, Vice President- Marketing Motorcycles, Bajaj Auto said: “Bajaj V has created Invincible Indians, a platform to showcase the stories of solid Indians who, by their resolve and determination, performed extraordinary acts for our society. We feel that like Medicine Baba, Ambulance dada and others, Jitender Singh Gurjar is also a true Invincible Indian and hope that his story will inspire millions of Indians to do their bit to pay tribute to our Martyrs.”

     

     

  • The campaignÂ’s communication is crafted in line with the BankÂ’s priorities and communication strategy of depicting “Progressive Mindsets”

    Axis Bank encourages cashless foreign travel

    By A Correspondent

     

    Axis Bank launched a digital campaign to create awareness about the convenience and safety of using Axis Bank Forex Cards over cash on foreign trips, enabling travelers to make the most of their experiences.

     

    Speaking on the launch of the campaign, Asha Kharga, Chief Marketing Officer, Axis Bank said: “We know that the predominant consumer behaviour is to carry cash, but doing so is inconvenient. One has to keep it safe, one has to look for money changers, the currency is unfamiliar and hence all these hassles come in the way of the holiday experience. Our Forex Cards addresses these functional barriers and we have showcased the same while being true to Axis Bank’s brand ethos of “Progressive Mindsets”. An elderly father who always toiled hard and was comfortable with cash and rarely took a holiday from work. It’s endearing to see a conventional man savoring his first international holiday while his young son manages the show back at home. The Axis Forex Card is a true enabler, helping the elderly father make the most of his holiday, far away from the worries of managing cash.”

     

    Added Arun Iyer, Chairman and Chief Creative Officer – Lowe Lintas said: “The idea was to show how holidays are more fun filled when you don’t have to worry about forex in cash. This was brought alive through a modern story of father-son, where the son gets his father to take a break from work and cash, two long ingrained habits he had. And to make it appeal to all kind of travelers, we decided to keep it real and warm.”

     

     

  • The Duroflex Sleep Song is an audio track specially composed to gently soothe the listener into deep sleep

    Duroflex and Happy mcgarrybowen launch ‘The Duroflex Sleep Song’

    By A Correspondent

     

    This World Sleep Day, Duroflex and Happy mcgarrybowen launched a different product that helps aid better sleep – The Duroflex Sleep Song. The Duroflex Sleep Song is an audio track specially composed to gently soothe the listener into deep sleep.

     

    Mathew Joseph

    “We are a highly sleep deprived society and don’t consider sleep a priority for good health. As a brand we are committed to raise awareness about the importance of sleep. Our products aid better sleep and The Duroflex Sleep Song is just another offering from us to help everyone sleep better. Track it free to download and we urge you to share it with people who deserve better sleep,” said Mathew Joseph, Director- Marketing, Duroflex.

     

     

  • After entertaining audiences on mobile screens, Viu is set to bring its Originals to theatres

    Viu partners with Phantom Films for movie project

    By A Correspondent

     

    Video-on-demand service Viu, by Vuclip and PCCW, is teaming up with production house Phantom Films to produce their upcoming movie High Jack. The film is scheduled to be released on April 20.

     

    Said Vishal Maheshwari, Country Head- Viu India: “Being in the content creation business, Viu is focused on innovating and providing an enriched experience for its Viu-ers. With the evolution of OTT and consumers’ tastes, quality content rules and that’s why collaborating on a film like HIGH JACK is apt for us. Like Viu, Phantom Films is known for exceptional audience experiences, and it gives us great pleasure to partner with them. This film is another step towards showcasing the best content on our platform.”

     

    Added  Madhu Mantena, Producer, Phantom Films: “Associating with Viu gives us great insight into the online content watching audience’s mindset, and thus we partnered with them on High Jack, which brings some of the best web content talent together for the first time. It’s been a great experience, and we are confident that the audience will love this madcap film.”

     

     

  • The TVC is directed and shot by Mark Toia on the streets of San Francisco

    L&K Saatchi & Saatchi unveils launch campaign for Jockey Athleisure

    By A Correspondent

     

    Jockey has launched a new Jockey Athleisure campaign, for the range of outerwear for men and women which effectively blends active and leisurewear. The campaign has been conceptualised and executed by L&K Saatchi & Saatchi.

     

    The TVC is directed and shot by Mark Toia on the streets of San Francisco. Speaking about the campaign, M C Cariappa, President – Sales & Marketing, Jockey India said, “Athleisure marks the official foray for Jockey India into outerwear which is an extremely relevant and highly potential category especially in India where the larger population indulges in casual sports to stay active while wearing activewear for casual hangouts. The campaign strengthens the Jockey brand imagery while signaling the exciting new range.”

     

    Added Debarjyo Nandi, Senior Vice President, L&K Saatchi & Saatchi: “The campaign idea extends from the essence of Jockey Athleisure which lets you seamlessly transcend between active and leisure moments of your day. Not just wear it but live it, play or relax.”

     

     

  • VidyaBalan, the protagonist of the TVC plays the role of an intelligent wife, who makes her foodie husband cater to her wishes

    Vidya Balan explains why there is no match for Catch Spices

    By A Correspondent

     

    Catch Spices has rolled out a new TVC with its brand ambassador, Vidya Balan. Repositioned with the tagline, ‘Catch ka koi match nahin. 100%’, the communication is developed around the core product attribute of unmatched quality and innovation.

     

    Commenting on the campaign, O P Khanduja, Business Head, DS Spiceco Pvt. Ltd, said: “Catch Salts & Spices’ never-ending quest for quality, the low temperature grinding and no fillers policy guarantee that the flavours and aromas of the spices remain intact, giving them high potency needed to create delectable dishes.With the tagline ‘Catch ka koi match nahin. 100%’, we further reinforce the unmatched value and attributes of the brand to the consumers. The new TVC is a light-hearted take on how the wives use delicious home-cooked food to get their way.”

     

    Added Rahul Jauhari, Chief Creative Officer, Everest Brand Solutions: “We chose a humorous theme for the TVC with which the audience could identify easily. The film highlights the tagline which emphasizes on the brand ethos. Vidya Balan with her impeccable acting skills has helped spread the message effectively, while maintaining the brand image and essence.  We are sure the campaign would click well with our target audience.

     

     

  • The campaign is a tongue-in-cheek story that showcases the eternal fight men have had in the quest for precious metals

    Wild Stone showcases man’s desire to own fragrances in latest campaign

    By A Correspondent

     

    Mcnroe, owner of brands Wild Stone and Secret Temptation, launched its latest campaign for Wild Stone Code conceptualised by Soho Square.

     

    “Men have always fought over precious metals. The Precious Metal Collection from Wild Stone Code, is yet another great reason for them to start a new fight,” said Sukesh Nayak, Chief Creative Officer, Ogilvy & Mather.

     

    Speaking on the film, Sanjay Srivastava, Chief Business Officer, Mcnroe Consumer Products said, “Code has always had a strong consumer preference for its fragrances. This is an attempt to strengthen and leverage the consumer acceptance to build a larger franchise.”

     

     

  • The campaign calls out customers to try all networks and then decide for themselves which one is the best

    New Airtel promise: “Sab Kuch Try Karo, Fir Sahi Chuno”

    By A Correspondent

     

    Bharti Airtel rolled out a new campaign claiming to be India’s fastest mobile network. The campaignhas been conceived by Taproot Dentsu.The new campaign takes a fresh approach with a bold and direct theme – “Sab Kuch Try Karo, Fir SahiChuno”.

     

    Said Rajiv Mathrani, Chief Brand & Online Officer, Bharti Airtel: “This campaign aims to build an open and honest conversation with customers and re-affirm Airtel’s confidence in its network. During our consumer work, we discovered that several customers who had moved from Airtel to other networks are now coming back as they were convinced that Airtel is the best. This is a powerful insight. And the strength of Airtel’s network has been consistently recognised by the world’s leading speedtest app. This is also a reflection of the massive investments in new technology and advanced networks we have made over the past couple of years.”

     

    Added Agnello Dias, Co-founder and CCO of Taproot Dentsu: “The idea was to communicate Airtel’s confident belief that if one were to actually test all the network services, Airtel would come out best. When India’s largest telecom network steps out and actually puts itself up for scrutiny by confidently encouraging all users to go out and test every other network before choosing the right one, it is a big bold step that asserts the brand’s confidence in its delivery.