MxMIndia

Category: MARKETING

  • The posters show candles about to melt and destroy the future of a kid

    Khaitan highlights a burning issue to promote its emergency lamps

    By A Correspondent​

     

    Power cuts are a frequent occurrence in India. In a new campaign, JWT Kolkata has decided to give a new spin to Khaitan’s emergency lamp story. The posters show candles about to melt and destroy the future of a kid. And carved on the body of the candle are the various life stages that a kid would go through to become a pilot or a doctor.

     

    “An emergency lamp just doesn’t provide light in the dark. It lights up a future as well,” said Arjun Mukherjee, VP & ECD, JWT Kolkata, adding: “What better way to show its true value than through candle sculptures which capture the tough journey of a kid through various challenges only to disappear in smoke at the end.”

     

    Added Sunil K. Khaitan, Chairman, Khaitan: “When the team discussed the idea we thought this is a great opportunity to showcase emergency lamps in a new light.”

     

     

  • Designed and conceptualised by WatConsult, Tata Motors’ new campaign highlights the emotional values of the customers with the brand

    Hexa celebrates year 1 with #OneWithTheRoad campaign

    By A Correspondent

     

    WatConsult and Tata Motors launched a digital campaign, #OneWithTheRoad to mark the first anniversary celebration of its lifestyle SUV brand, Tata Hexa.

     

    Said Rajiv Dingra, Founder and CEO, WATConsult: “The idea was to get up and close with our customers which would help us tap the one year journey of Hexa. #OneWithTheRoad campaign rightly touched the emotional chords of Hexa’s valuable customers and highlighted a lot memories that they have built with Tata’s Hexa in the year gone by.”

     

    Added Vivek Srivatsa, Head- Marketing, PVBU, Tata Motors: “We are delighted to see the kind of fan following Hexa has seen in a year’s time. It’s attracting new customer profiles who are living the brand and have bonded with it. To show this strong bond we wanted to roll out a campaign and we were delighted to partner with WatConsult team. The #OneWithTheRoad campaign was a good platform to bring these stories alive. It was fun, engaging and owners were also gratified with customised badges for their Hexa, a name they would like to give their car. A truly integrated brand campaign.”

     

     

  • The meeting of the constituted committee will be convened on a six monthly basis or as and when required to review progress

    ASCI to now control misleading ads of AYUSH drugs

    By A Correspondent

     

    The Ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) has constituted a committee to control misleading advertisements and exaggerated claims of AYUSH drugs. The Advertising Standards Council of India (ASCI) is the only non-government member in the empowered committee of seven members comprising AYUSH, Health and Family Welfare and DoCA representatives.

     

    The constituted committee will be empowered to review and monitor the implementation of the provisions of The Drugs and Magic Remedies (Objectionable Advertisement) Act, 1954 and Rules there under for curbing misleading advertisements of ASU & H drugs. The committee will be authorised to make recommendations for regulatory action against misleading advertisements and advise the Central Government for issuing any specific directions or advisories and for taking necessary steps. The committee will also be responsible for reviewing the actions taken by the states and the pharmaceutical vigilance centres for surveillance and control of misleading advertisements of ASU & H drugs.

     

    Abanti Sankaranarayanan

    Said ASCI Chairman Abanti Sankaranarayanan: “ASCI has been closely working with AYUSH to ensure that Indian consumers are not exposed to false information and have access to safe drugs. We are confident that the new committee will act as a catalyst to the process of self-regulation in advertising, thus safeguarding consumers from deceptive advertisements that can negatively impact them”.

     

    The meeting of the constituted committee will be convened on a six monthly basis or as and when required to review progress and make recommendations to accomplish their objective of controlling misleading advertisements.

     

     

  • New TVC features CSK stars MS Dhoni, with Ravindra Jadeja and Murli Vijay

    HIL unveils its inaugural brand film

    By A Correspondent

     

    HIL Ltd has launched its first-ever television commercial highlighting the new positioning for HIL – “Together, we Build” which highlights the presence of the company across various products for roofing, pipes and fittings, smartputty, panel and blocks.

     

    Commenting on the development, Dhirup Roy Choudhary, MD & CEO, HIL Limited, said: “Over the last seven decades, HIL’s brands have been a partner in the development of India. Our new campaign ‘Together, we Build’ resonates well with our strategy to build a stronger India by modernising and streamlining our products and solutions to address the changing consumer needs. We are confident that the new campaign will bring in a new wave of awareness for HIL and provide a fresh take to evolve the market.”

     

    Added N Ramamoorthi, President Ogilvy South: “HIL and its brands have been a household name in the country over decades. It’s an honour for us to partner the team in harnessing the consolidated power of HIL and its portfolio to help build a new India.”

     

     

  • The new campaign conceptualised by JWT India sets the context for spontaneous get-togethers in a newer and meaningful way

    Black & White shifts focus on sharing in brand campaign by JWT

    By A Correspondent

     

    Black & White has launched a spirited campaign that invites young experience-seekers of today to reach out and share.

     

    Directed by the acclaimed Jamie Muir, who is a millennial himself, and produced by Firecracker films, the film was shot across varied landscapes in Portugal, with a talented team of actors and crew.

     

    Commenting on the new campaign, Abhishek Shahabadi, Portfolio Head for the premium and luxury category said: “The commercial was created with the aim of spreading the message that personal satisfaction comes from sharing the good things in life, with people around us. The storyboard motivates people to step out and share a bit of themselves, urging them not to hold back, thereby enriching their lives.”

     

    Added Priya Shivakumar, Senior Vice President and Executive Creative Director, JWT Bangalore: “What if we saw a stranger as a connection waiting to be made, or as a role they could play in our life? Would we then, be more open to reaching out and sharing? In a world of superficial connections and transactional relationships, we wanted this message to go beyond the medium and make a difference to people’s lives. So that next time you’re alone at a table in a café or waiting for that delayed flight to take off, you look up from your phone, look around and find a meaningful connection that could enrich your life in ways you cannot imagine. That could be the stuff of riveting stories or memories held dear.”

     

     

  • Blue Star in association with FCB Interface has created an ad film that communicates its cooling benefit

    Blue Star promotes self-brand Windus in latest ad campaign

    By A Correspondent

     

    Blue Star in association with FCB Interface has created an ad film that communicates its new air-cooler brand Windus’s cooling benefit in an interesting manner. Four young women visiting their friend’s house on a hot summer day slip into winter wear just before entering the house because their friend’s house has a Windus air cooler.

     

    B Thiagarajan, Joint Managing Director, Blue Star Ltd said: “Blue Star launched its range of Windus air-coolers last year with the strategic goal of pursuing new opportunities in areas adjacent to its current businesses. The new TV commercial for the upcoming summer highlights that the Windus range of air coolers provides winter-like absolute cooling even in the scorching summer season. The communication focuses on a stylish imagery for the product, along with maintaining Blue Star’s premium brand personality in the minds of the consumers. The Company continues to increase its investments in this product category, with the objective of establishing Blue Star as a significant player in this segment.”

     

    Added Niteen Bhagwat, Vice Chairman, FCB Interface: “The attempt is to bring freshness and style to a mature category. In a style that is visual so that you get the message even if you do not hear the audio.”

     

    Said Robby Mathew, CCO, FCB Interface: “What do you do when you enter a category where everyone’s saying the same thing in the same way? The answer is this film. A simple plot where guests are padding up in layers to visit a Blue Star home in summer! The beautiful lensing, the music and Blue Star’s offbeat humour, all come together to make a film that is way outside the category.”

     

     

  • A refreshing new take on relationships with #ShareACokeIndia campaign

    Coca-Cola focusses on refreshing relationships through latest campaign

    By A Correspondent

     

    Coca-Cola India has unveiled a new campaign for its recently launched ‘Share A Coke’ initiative. #ShareACokeIndia is the Indian version of Coca-Cola’s global campaign, which has been reinvented to connect with the Indian consumers. With the theme ‘Har Rishta Bola, Mere Naam Ki Coca-Cola’, the narrative draws upon the significance of relationships for Indians and reignites them by creating moments of happiness that comes from sharing a Coke.

     

    Explaining the thought behind the campaign, Ajay Bathija, Director-Colas, Coca-Cola India & South-West Asia said: “Share A Coke campaign has sparked imagination across the globe and received overwhelming love from the consumers. We are delighted to bring this campaign to India and create more ways for people to enjoy their special moments of togetherness with the people they care about. The new TVC captures the essence of unique relationships and celebrates connecting people together in a new way. It is this refreshing take on changed nuances of relationships that is the core of our communication.”

     

    Highlighting the thought behind the campaign, Prasoon Joshi, Chairman Asia Pacific, CEO & CCO McCann Worldgroup added: “The core of Coca-Cola communication has always been about magical moments in relationships between people. Share A Coke campaign is also about the true meaning of relationships and the charm in how we express those emotions. The brand again plays the enabler of that magic between people and their relationships”.

     

     

  • The film reveals various people under different settings who are living life on their terms and letting their investments grow, effortlessly

    Angel Broking reveals secrets to getting rich

    By A Correspondent

     

    Angel Broking has launched its digital ad campaign unveiling Angel Bee and thus introducing to consumers ‘The New Way to Get Rich’. Angel Broking has partnered with Leo Burnett to launch this campaign.

     

    Commenting on the release of the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “The Angel Bee app completely simplifies the hassles and complications related to mutual funds. It is backed by Angel Broking’s decades of financial experience, and uses AI to personalise investment plans for the consumer. The campaign breaks down the ease of financial planning and investments to the youth, and we know it will work amazingly well for both, Angel Broking and our consumers.”

     

    Said Gagan Singla, Chief Marketing Officer, Angel Broking: “Millennials are powerful and dynamic and at the very core of their being is the need to do things their own way. We wanted to resonate with this audience and help them understand how effectively yet effortlessly would technology get them closer to their financial dreams without compromising on the things in life that mean most to them-family, me-time, friends, passions etc. The campaign and the app itself are a testament to our belief of evolving with technology.”

     

     

  • App offers scores in seven regional Indian languages; available in six new countries

    Yahoo Cricket revamps offering to reach out to wider audience set

    By A Correspondent

     

    The Yahoo Cricket app, refreshed in October 2017, has launched new feature upgrades just in time for the T20 action. Alongside fast scores and updated match info, cricket fans can dive deep into player profiles and rankings and other features. In less than four months of the refresh, the Yahoo Cricket app touched 1.5 million downloads on Android.

     

    The app also offers scores in seven different regional languages including Hindi, Tamil, Telugu, Kannada, Marathi, Bengali and Malayalam. The Yahoo Cricket app is also available in six new countries on Android only, including South Africa, UAE, Sri Lanka, Zimbabwe, Pakistan and Bangladesh.

     

    Commenting on Yahoo Cricket’s line-up, Gurmit Singh, VP & MD, Yahoo India, said: “We wanted to make this cricketing season memorable for our users. Indians love their smartphones, and cricket even more! We will keep them connected to every second of the action, on the go. Since the excitement extends beyond the stadium, we wanted to step up the fun there too. The Yahoo Cricket anthem, which will air in partnership with BIG FM, perfectly captures the spirit of the game and what it represents for millions of cricket fans.”

     

    Adde Manish Karnatak, Head, Thwink Big added, “The Yahoo team has taken an interesting creative route for the anthem which perfectly matches with the sensibilities of not just cricket enthusiasts but everyone who is upbeat about music. We at BIG FM too are enhancing the buzz around the cricket season with the launch of India’s first ever radio and digital web series ‘Duck Se Dude’. At the back of this, partnering with Yahoo to play their anthem on our platform establishes a stronger connect thereby delivering it to a larger set of audience through our strong network. We look forward to having more such meaningful and impactful associations.”

     

     

  • Launches six TVCs with cricket experts – Harsha Bhogle& Akash Chopra lending voice-overs

    Swiggy uses IPL to push its new features

    By A Correspondent

     

    Swiggy has launched six witty television commercials this IPL season to celebrate two of India’s biggest passions – cricket and food. The multi-lingual campaign is conceptualized by Lowe Lintas, Bengaluru. Swiggy has roped in seasoned cricket commentator Harsha Bhogle and former cricketer and commentator Aakash Chopra to lend their voices to the TVCs.

     

    The campaign highlights how Swiggy has changed consumers’ food-ordering habits with some of its unique differentiators such as ‘No Minimum Order’, ‘Lightning Fast Delivery’ and ‘Variety of Restaurants’ to choose from. Considering the relevance of the campaign, apart from Hindi and English, the ads will be aired in Tamil, Kannada, Tegulu and Bangla.

     

    Speaking on the idea behind the new commercial,Srivats TS, VP Marketing at Swiggy said:“The IPL-themed advertisements are fun and intriguing to watch as they explore relatable scenarios that have made Swiggy a household name today. Whether it’s a married couple or a full-fledged party watching the big matches, the idea is to showcase Swiggy’s role in changing the way India eats, by bringing out the brand benefits in a likeable and engaging manner while delivering a full entertainment experience to millions of people and fans.”

     

    “Cricketing jargon has always been part of the popular lingo in India. What we’ve tried to do with this campaign is to present the brand’s benefits in a fun, light-hearted, everyday context with cricket commentary delightfully punctuating the life situations,” saidArunIyer, Chairman & CCO, Lowe Lintas.

    Besides the T20 in-game ad, the campaign will run on digital and across the brand’s social media platforms. Swiggy has also collaborated with Jordindian to create a couple of videos showcasing how cricket is best enjoyed with food ordered from the platform.

     

     

  • Honda has launched the fifth generation Activa 5G, which gets new deluxe variant

    ‘Love is Growing’ for Honda as it unveils campaign for Activa 5G

    By A Correspondent

     

    Honda Motorcycle and Scooter India has introduced the latest integrated ad campaign titled ‘Love is growing’ for Activa 5G.

     

    Said Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India: “As the No 1 selling two-wheeler of India, Activa is no longer just a mobility solution but a cherished part of life for more than 18 million Indian families and youth. Activa has transformed to meet the evolving needs of every generation over the years. The new fifth generation Activa 5G while staying true to its legacy of trust, innovation, quality, reliability and convenience; looks and rides completely different giving young India all the more reason to fall in love with it. The new ‘Love is Growing’ campaign celebrates that not only is the Love for Activa is growing but love is growing in real life too.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “Activa is a household name in India. It has seen many generations. As we were briefed about the 5th generation model of this very popular brand, we thought let’s showcase how this love is growing. The film is a little chapter from this love story, which occurs in a University, between one of the students and the professor’s daughter. It was great working with Boman Irani. Taapsee adds a new flavour to the brand. We hope the film builds on the love that the brand already enjoys across the nation.”

     

     

  • The campaign is aimed at creating investor awareness about mutual funds

    JWT Mumbai makes new pitch to invest in mutual funds

    By A Correspondent

     

    In its continued association with the Association of Mutual Funds in India (AMFI), J Walter Thompson, Mumbai, has rolled out the next phase of the multimedia campaign aimed at creating investor awareness about mutual funds.

     

    The new campaign aims to build greater confidence in mutual funds and guides investors on finding out more through the microsite while addressing some barriers as earlier.

     

    Commenting on the purpose of the campaign, AMFI Chairman, A Balasubramanian said: “The Mutual Funds Sahi Hai campaign has worked really well for us. Research results and industry data only prove to show the magnitude of the campaign effect. At AMFI, as an industry association body, it is our constant endeavour to propel the category further through a collaborative effort. With new insights and deeper understanding of the audience’s mindset we are set to achieve that.”

     

    Speaking about the campaign, Rajesh Gangwani, Managing Partner of JWT Mumbai added: “The AMFI campaign connected with the audience because of its easy conversational style which reassured investors that mutual funds were right for them. The new campaign takes them on to the next leg of the journey by challenging some misconceptions and importantly guiding them about what to do next as far as investment in mutual funds was concerned”