MxMIndia

Category: MARKETING

  • The account will be managed by the Delhi office of Publicis India

    Ralson Tyres appoints Publicis India as its creative partner

    By A Correspondent

     

    Leading tyre manufacturer Ralson India has appointed Publicis India as its creative partner. The mandate will be handled by the Delhi office of Publicis India and will include full-service creative responsibilities encompassing retail, ATL and BTL advertising. Publicis India takes over from Triton Communications, which was the incumbent agency on the account

     

    Yogeshwar Sharma

    Commenting on the win, Yogeshwar Sharma, Vice President, Advertising and Public Relations, Ralson India Limited said: “We are glad to announce that from now on Publicis India will be managing Ralson’s brand and marketing communications. After a rigorous selection process, we found Publicis scoring high on strategic thinking, creative ability and responsiveness. They have agreed to deploy the senior most talent available in the agency to conceptualise and design Ralson brand communications. Hence, the company has high hopes of brand consolidation and amplification from them.”

     

    Ravpreet Ganesh

    Adding her views, Ravpreet Ganesh, Executive Director, Publicis India said: “We are pleased to associate with Ralson as their creative agency. As one of the world’s leading tyre manufacturers, the brand has come a long way with its technological benchmarks. They are future ready and we at Publicis look forward to this exciting partnership of not only reaching out to new believers but also building Ralson’s deserving place under the sun.”

     

     

  • The campaign aims to help consumers adapt a healthy lifestyle

    Saffola & WatConsult launch ‘Beat the Crave’

    By A Correspondent

     

    WatConsult has announced the launch of a new campaign for Marico’s Saffola Active Slimming Nutri-Shake. The campaign is an audio driven digital initiative that aims to distract audiences from unhealthy food cravings.

     

    Said Rajiv Dingra, Founder and CEO, WatConsult: “Anyone trying to lose weight and get in a better lifestyle/better shape has to first and foremost deal with the very human problem of ‘craving’. But if you can distract your mind for around three minutes you can survive a craving incident. With this insight and to avoid facing a conflict between the love for junk food vs the weight loss goals, we created a digital friend who helps you Beat The Crave.”

     

    Added Sanjay Mishra, Chief Operating Officer, Marico Limited: “In line with Marico’s commitment to support a healthy lifestyle, we have teamed up with WatConsult and created a digital buddy which helps distract people from unhealthy food cravings in a fun way. These cravings just add inches to the waist derailing the efforts toward slimming.  So, the digital audio buddy will work by distracting the user from any food craving and support consumers to find the right alternative healthy options”.

     

     

  • The bank has consolidated its strategic advisory and creative services mandate with Rediffusion Y&R

    Rediff bags State Bank mandate

    By A Correspondent [updated]

     

    State Bank of India has consolidated its strategic advisory and creative services mandate with Rediffusion Y&R. The mandate was until now handled by a seven-agency panel. The agency, it is said, won the mandate following a rigorously contested pitch, which lasted four months and saw several top agencies of the country competing.The mandate includes supporting brand and marketing communications of SBI and its portfolios with strategic and communication planning, messaging development and execution.The mandate will be handled by the agency’s Mumbai office, and will include full-service creative responsibilities encompassing retail, ATL and BTL communication.

     

    Said Dinesh Menon, Chief Marketing Officer, SBI:  “We are delighted to engage with an extremely passionate bunch of people at Rediffusion. We are confident that this partnership will further strengthen our endeavour  to enhance the quality and focus of our marketing communications.Their appreciation and deconstruction of the pitch brief, articulation of the marketing challenge in a very lucid manner combined with some of the ideas shared left a good impression on the panel.”

     

    Added Dhunji S. Wadia, President, Rediffusion Y&R:  “This is the biggest pitch, so far, this year.  But more than size it is the iconic status of SBI and the pride of our association with them.  Our pitch focus was on how we can make the bank’s imagery more contemporary and youthful, to ensure a better connect with the millennial youth, without alienating any of the their vast target segments.  And that is not an easy task for a bank that’s almost two hundred years old! But I think we had a very interesting approach to how the new-age audience can connect with this ageless bank – and I think that’s what made the difference in the end.”

     

    Said Rahul Jauhari, Chief Creative Officer, Rediffusion Y & R on the win: “To work on a brand that touches more lives than most brands do, is a challenge creative people actively seek. The sheer scale of the task at hand is inspiring and humbling. Our team at Rediffusion is more than delighted to handle the brilliant canvas of opportunities that SBI presents.

     

     

  • The new Product Intelligence approach gathers consumer feedback on in-market products and uses a product testing lens to analyze the social data

    Ipsos launches new data solutions offering, Product Intelligence

    By A Correspondent

     

    Market research major Ipsos has launched Product Intelligence – a new solution that, as a communique explains, helps marketers evaluate products faster and more efficiently than traditional product testing, using online user ratings and reviews.

     

    Vidya Sen

    Said Vidya Sen, Executive Director, Innovation & Product Testing, Ipsos India: “Product Intelligence leverages cutting edge technology to offer timely feedback and cost efficiencies and provides rich consumer-centric data. Enabling clients gain deep insights into how consumers express their opinions about their products in real life and in real-time, helps in securing for clients a significant competitive advantage in developing superior products and finding innovation opportunities.”

     

     

  • With an aim to connect with the viewers and address all relevant points, the campaign is a 360-degree campaign which includes outdoor, digital and TVCs

    Big B turns into a movie critic for Tata Sky’s latest campaign

    By A Correspondent

     

    Tata Sky’s latest ATL campaign highlights its multiple entertainment offerings with two versions – one featuring Amitabh Bachchan and the other featuring Southern superstar Nayanthara.

     

    In Tata Sky’s ad campaign ‘#HarSceneKaMazaaLo’ Amitabh Bachchan adorns the role of a Bengali critic giving his point of view on iconic film dialogues and superstars in a series of nine ad films. The objective of the ad campaign, notes a communique, is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.

     

    Said Tata Sky’s Chief Communications Officer Malay Dikshit: “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contributes to over 28% of the total viewership. Mr. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the Magic for Tata Sky. It beautifully depicts our objective to offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”

     

    Added Ogilvy and Mather Chief Creative Officer Sukesh Nayak: “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are either awed or disappointed by their performance and you maybe vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. The core idea of ‘Har scene ka mazaa lo’ was beautifully brought to life by none other than Mr. Bachchan enacting the role of a tough film critic with Shoojit directing. For the south leg of the campaign, we worked with Nayanthara to create a very hard hitting anti cable campaign. Each film in this campaign is amplifying Tata Sky’s superior offering with a memorable story.”

     

     

  • The actor will be a part of an integrated marketing communications for Fifty Degree India

    Fifty Degree signs up Gaurav Chopra as brand ambassador

    By A Correspondent

     

    Fifty Degree has announced the signing of TV actor Gaurav Chopra as its brand ambassador. The actor will represent Fifty Degree India through their integrated marketing communications.

     

    Said Vinay Mehra, Founder and MD, Fifty Degree: “We are thrilled about the possibilities that will open up with our partnership with Gaurav Chopra in India. He mirrors the values of versatility, perfection that we steadfastly follow at Fifty Degree. This new association will enable us to explore newer avenues to reach our customers,”

     

     

  • This campaign has been conceptualised by Whyness Worldwide

    Whyness unveils integrated campaign for Carlton Edge series

    By A Correspondent

     

    Whyness has unveiled a 360-degree marketing campaign to launch the Carlton Edge range of bags. The advertising film has been directed by British adfilm-maker Peter Lydon.

    Said Radhika Piramal, Vice Chairman and Executive Director of VIP Industries: “We have high hopes for the Carlton Edge bags with their unique Lifetime Warranty that takes care of any kind of bag damage, no questions asked. In my mind, this is what a thought leader does: disrupts, innovates and changes the rules of the game. I’m sure this campaign will be the perfect launch pad for this unique offering.”

    Added Sudip Ghose, CEO, VIP Industries: “Carlton Edge and its Lifetime Warranty now raise the bar for the entire premium luggage category in India. This is true innovation in both product and service. This marketing campaign, designed to celebrate both the bag and the unique Lifetime Warranty, is just the high-impact launch such a bag deserves.”

    Said Anirudh Pandharkar, Head of Marketing, VIP Industries: “Carlton Edge’s Lifetime Warranty is a category changer. No other bag brand offers a warranty that takes care of all kinds of damage, including airline damage, no questions asked. This marketing campaign delivers on highlighting the special qualities of this bag and its special offer.”

    Added Ravi Deshpande, the Chairman and CCO of Whyness Worldwide: “Using understated British humour, this campaign demonstrates the supreme confidence that Carlton have in their lifetime warranty and its ability to accept even the most incredible bag damage story, no questions asked. It also showcases the bag’s ability to withstand the toughest punishment.”

     

     

  • The brand has released an ad campaign that has been conceptualized and created by Lowe Lintas

    Fastrack continues ‘Move On’ credo for new sunglasses

    By A Correspondent

     

    Fastrack has launched a new sunglasses collection – Unilens that specifically centres on having a single lens across the front frame. To promote the launch, the brand has released an ad campaign that has been conceptualised and created by Lowe Lintas.

     

    Speaking about this film, Suparna Mitra, Chief Marketing Officer- watches and accessories division – ‎Titan Company Limited said: “Fastrack being a young brand has always been the candid voice for the millennial generation. Often tagged as commitment phobic, this generation believes in living in the moment- keeping it clutter free. The Unilens collection sports single lens across front frame and is made for the youth who stays unruffled with the hassle of break-up and moves on with single frame of mind.”

     

    Added Ayushman Chiranewala, Head – Marketing, Fastrack: “The new ad campaign seamlessly represents the fast- paced dating culture youngsters prefer nowadays, highlighting the benefits of singlehood with the new Unilens collection. The campaign is a testament to the unapologetic nature of the brand and celebrates the unflinching mindset of the millennials.”

     

    Speaking on the agency’s work on the brand, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas remarked: “When Fastrack decided to launch their new range of Unilens sunglasses, we realized it was ripe ground for us to play on the unique product design – Singles framed glasses for a single frame of mind. The youth today wears their singlehood as a badge of honor and our campaign shows exactly that.”

     

     

  • The brief to Taproot was to reclaim a territory for Milano

    Taproot Dentsu, Parle launch new films for Milano

    By A Correspondent

     

    Parle, in association with Taproot Dentsu, has launched a series of films for its premium biscuit offering Platina Milano.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said: “Since the launch of the Platina range last May, we have observed a renewed interest among consumers towards Parle’s premium offerings. We have always been innovators across categories and while we were happy that our premium brands were being well received, we also felt the need to bring something refreshingly new to the consumers. Extensive research and understanding of our target audience’s evolving tastes led us to add new variants to the Milano range, which consequently resulted in India’s first cookie with Hazelnut filling by an FMCG brand.”

     

    Added Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai: “In times where balance and perfection are being chased and when indulgence is frowned upon, our task was to carve out a special guilt-free place in the minds of consumers for a rich, delicious cookie like Milano. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering. The fact that Twinkle Khanna personally identified with the messaging, further spurred off the idea for us to also add the element of ‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot in a manner to remind us that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”

     

     

  • This campaign is getting promoted on the app with the launch of ‘Fact Cards’

    Inshorts aims to build Khadi awareness via latest ad campaign

    By A Correspondent

     

    Inshorts has launched a new ad property, ‘Fact Cards’ along with the Khadi campaign to help advertisers engage with their audience in what it calls an “innovating and non-intrusive ad format”.

     

    The Khadi campaign, in association with Raymonds is an initiative by the brand to build awareness and promote Khadi amongst consumers. Talking about the campaign, Azhar Iqubal, CEO & Co-founder – Inshorts, said:“Attention-grabbing marketing that inspires emotion and prompts consumers to share can become valuable experiences for the consumer. Hence it is imperative that brands be more consumer-centric and create content that serves the consumer first, and then the brand. We at Inshorts serve both the advertiser and consumers by providing innovative ad formats that keep intact a person’s attention span. We hope that with this Khadi campaign and the new ad format we are able to communicate our advertiser’s message in a less cliched form so as to generate more interest.”

     

    Added Tarun Arora, Chief Marketing Officer at Inshorts: “We operate in a world where gauging a consumer’s attention span is extremely difficult. We as marketers are constantly finding out new ways of approaching the audience. The Khadi campaign aimed at engaging with the advertiser’s audience in a more creative way. We hope that with these unique visuals we have successfully helped the brand to reach out to its effective target group.”

     

    Said Uma Talreja, Chief Digital Officer, Raymond Ltd: “The story re-spun is a strategic effort towards promoting Khadi as the new age fabric for the next-gen digital audience. Khadi has been the price of India and through this initiative, Raymond has committed to reviving the traditional Indian art by collaborating with artisans and craftsmen. Making Khadi driven fashion which have relevance for our target audience today is at the core of our strategy to reposition and revive Khadi. Inshorts is a relevant app platform that helps us communicate this to consumers that are interested in news and the latest development in our country. Today’s consumer has skin in the game in the future of our country and Inshorts allows for brands to integrate this common interest and value system and hence an apt platform for communicating the new face of Khadi created by Raymond”.

     

     

  • While most cement communications focus on the masonry part of construction, the real worth of cement is measured by the quality of concrete it produces

    MP Birla Cement emphasizes on the true worth of cement, in latest ad campaign

    By A Correspondent

     

    MP Birla Cement has launched its new premium product, Perfect Plus, with a new brand film. Said Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata: “MP Birla Cement Perfect Plus is the future of the cement manufacturing industry. To make a case for its strength, it was important to give it a heart. The film is a perfect blend of logic and emotions. While the father-son story reveals the heart of the brand, the product details testify the strength of the cement.”

     

    Added Sandip Ranjan Ghose, Executive President – MP Birla Cement: “In keeping with the brand philosophy, ‘Cement Se Ghar Tak’, MP Birla Cement does not simply make and sell cement but also understands the end consumers well. This new TV commercial talks directly to the individual home builder.”

     

     

  • To win, customers will have to participate in the Vodafone FANtastic Breaks Contest during match ad breaks

    Vodafone offers fans an opportunity to win and travel to Lord’s

    By A Correspondent

     

    Vodafone India is offering customers an opportunity to win tickets to London and watch a match during the forthcoming India Tour of England, at Lord’s cricket ground.  Said Siddharth Banerjee- EVP Marketing, Vodafone India: “Each year, Vodafone customers look forward to unique, one of their kind offerings and experiences with the brand. Through many years of association with sports, we believe fans are the life of sporting platforms and Vodafone has celebrated FANdom through initiatives that stay with them forever. The Unofficial Sponsor of FANS campaign is inspired by this philosophy. Through Vodafone FANtastic Breaks contest, we wanted to gift fans an opportunity to take a journey down memory lane- to where the sport was born and achieved global fame. We believe that like in past 10 years, Vodafone has massively excited the FANS this year as well.”