MxMIndia

Category: MARKETING

  • The campaign will be released across social media platforms of Rajnigandha Pearls along with an audience engagement exercise

    Rajnigandha Pearls celebrates role of mothers

    By A Correspondent

     

    Rajnigandha Pearls has launched a digital campaign to pay homage to all mothers.Commenting on the campaign, Rajeev Jain, Associate VP, Marketing, DSL said, “The philosophy of our brand is ‘Achchai’, the inner goodness. With this film, we want to celebrate the pureness of motherly love, an intrinsic trait in women, who are capable of boundless affection and care. This pure form of love, goodness or achchai is above the fact of whether, the child is her own or not. It is our own way to show our admiration for motherhood and it’s all encompassing love.”

     

    Rajnigandha Pearls has been running #MaaKehtiHai campaign for the last three years.

  • It projects the strong core that is inside every mother that she uses to overcome every obstacle in the way of her child

    Tata Pravesh celebrates unsung side of mums

    By A Correspondent

     

    On the occasion of Mother’s Day, Tata Steel Pravesh has paid a tribute to mothers by celebrating their unsung side. Said Peeyush Gupta, VP – Steel Marketing & Sales, Tata Steel: “Pravesh’s value proposition is about a strong steely core with an appealing exterior that secures loved ones inside a house. This film salutes a mother who is fearlessly strong when it comes to her child and Mother’s Day provides a befitting occasion to celebrate her strength.”

     

    Added Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata: “Mothers are made of sacrifices and strength. We wanted to bring out the steel like conviction of mothers who let nothing come in the way for the advancement of their child. And we wanted to tell the story in a gritty way, talking about real issues that mothers deal with and overcome across all sections of society.”

     

     

  • The objective of the campaign was to break this perception of inaccessibility

    Dentsu Impact launches campaign to solve Hitachi’s challenge

    By A Correspondent

     

    Dentsu Impact has launched a new campaign for Hitachi, positioning it as a brand accessible for all. The campaign, “KabhiKabhiZyadaKeLiye, ZyadaNahiChaiyeHota” builds on the brand’s core of premium yet accessible. Developed by Dentsu Impact, the TVC is now on air, across all popular channels.

     

    Said Gurmeet Singh, Chairman & Managing Director, Johnson Controls – Hitachi Airconditioning India: “Hitachi aims to reach every Indian Household and become India’s Leading Air Conditioning brand by 2021. With its innovative product range, best in class indigenous manufacturing facilities, world class R&D facility and a continuous endeavor to give its customers a better post sales service experience, we are confident that we will be able to achieve this because we truly believe that ‘Every home deserves Hitachi cooling’.”

     

    Talking about the campaign, Soumitra Karnik, Chief Creative Officer, Dentsu Impact added: “Hitachi faces a unique challenge in the market. And it’s always exciting to work on such challenging briefs. Our idea was to bring alive the thought – ‘Kabhikabhizyadakeliye, zyadanaichahiyehota’ by beautifully capturing those simple, everyday moments, which are truly priceless. As it’s the little things that make all the difference.”

     

     

  • This tool creates custom video ads from one core creative, turning consumer’s attention into action

    Pepsi uses Google’s Director Mix to push latest digital campaign

    By A Correspondent

     

    Pepsi is reaching out to consumers with its message of ‘Kyun Sookhe Sookhe Hi’ by giving a twist to typical YouTube advertising with Google’s advertising tool Director Mix. This tool creates custom video ads from one core creative, turning consumer’s attention into action.

     

    Speaking about the Director Mix and success of the campaign, Raj Rishi Singh, Director Marketing, Pepsi, PepsiCo India said: “Pepsi has always created campaigns and experiences which resonate strongly with consumers. In fact, we are constantly experimenting with different marketing tools and techniques and Director Mix, with its customized creatives, has helped us strike a chord with our consumers better. We have been able to reach our audiences with content which is most relevant for them. By leveraging Director Mix, Pepsi has been able to cut through the clutter in the digital space.”

     

    Elaborating on Director Mix, Vikas Agnihotri, Industry Director, Google India said: “People are drawn to the contextual creatives as they’re highly engaging and they drive higher awareness for the brands. It’s great to see Pepsi take the approach of personalizing their campaign at scale on YouTube with our latest tool called Director Mix.  Using the tool, Pepsi has turned its video campaign, into many highly relevant and shareable video’s that genuinely connects with their consumers at scale without having to worry about producing multiple video campaigns.”

     

     

  • Conceptualised by Creative Land Asia, the film is an ode to all the mothers

    Godrej highlights what it takes #toraiseachild

    By A Correspondent

     

    Godrej Group released a video on eve of Mother’s Day showing what it takes #toraiseachild. Conceptualised by Creative Land Asia, the film is an ode to all the mothers that don multiple hats throughout their professional and personal life and yet continue to play their role as a mother with such ease.

     

    Commenting on this, Tanya Dubash, Executive Director and Chief Brand officer, Godrej Group says, “At Godrej, we have always been extremely committed to creating an inclusive culture. Ensuring the most progressive and inclusive parental policies has always been a priority for us. This film allows us to celebrate every mother as they not just raise a child but our future.”

     

    Added Sajan Raj Kurup Founder and Creative Chairman, Creativeland Asia: ““The policies at the Godrej group are both so empowering and supportive for a parent that the film wrote itself effortlessly. As always it is a pleasure to be the creative partners who are tasked with the responsibility to bring it out with an expression that does as much justice.”

     

     

  • The campaign has been produced by creative agency Ogilvy & Mather India

    Allen Solly endorses open work culture through its new campaign

    By A Correspondent

     

    Allen Solly has announced the launch of its ‘Open Work Culture’ campaign. The new campaign encapsulates the budding work culture that centres around employee-friendliness and freedom of self-expression.  The campaign has been produced by the brand’s creative agency Ogilvy & Mather.

     

    Commenting on the launch, Anil S Kumar, COO, Allen Solly said: “Allen Solly has always been in the forefront of redefining fashion at work through its unconventional workwear offering. This film is another big step in that direction wherein we bring alive our brand logo ‘The Stag’and through it we celebrate the ‘open work culture’ in today’s workplace”

     

    Said Mahesh, Chief Creative Officer, Ogilvy & Mather, Bangalore: “In the past, Allen Solly has redefined work wear. Carrying forward the same thought process, we cracked an idea that’ll resonate with the workplace of the future and that’s how #OpenWorkCulture was conceived. Now the challenge was to break the clutter and create a memorable and charming piece of communication. We had an existing property of the Allen Solly Stag. We found a sweet spot when in the new brand narrative, we managed to bring the Stag to life. That’s how the Allen Solly Stag commercial was conceived. Cinematic flair is what made the TVC sticky and unforgettable. And this was just the beginning of the campaign. There’s lots more to come.”

     

     

  • Over the decades, Parle-G has remained the largest selling biscuit brand across the world

    Parle-G reminisces old memories through latest campaign

    By A Correspondent

     

    Parle Products has partnered with Taproot Dentsu to launch a series of five films for its flagship brand, Parle-G. Taproot’s task was to move Parle-G right up in the emotional consideration set of consumers, thereby reminding them of what Parle-G really is – the unsung hero of biscuits.

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Mumbai: “Parle-G is a staple. Quite like our rice and pulses. It is like that one person everyone has in their life who has always been there, albeit on the side-lines. This campaign is a celebration of relationships that we seldom acknowledge but without which life isn’t quite the same. It’s a message that only a brand as iconic as Parle-G can give. Because come to think of it, everyone has eaten one and everyone has a human equivalent, if they just take the time out to think of it.”

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said: ‘’Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion. Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”

     

     

  • The digital campaign highlights the well-thought-out features and the superior experience that Godrej Smart Care provides

    Godrej Appliances promises SmartCare through a series of digital films

    By A Correspondent

     

    With its latest campaign, Godrej Appliances takes forward its philosophy of ‘Soch Ke Banaya Hai’ (things made thoughtfully) to its after-sales service, Godrej SmartCare. The digital campaign highlights the well-thought-out features and the superior experience that Godrej SmartCare provides.

     

    About the film, Swati Rathi, Marketing Head, Godrej Appliances said: “Godrej is one of the largest players in the home appliances segment in India and we have distinguished ourselves from our competitors not only with our innovative products but also our thoughtfully curated services. In fact, we were amongst the first to offer branded customer service in Indian durables sector back in year 2000. Under the Godrej Smart Care brand – the Service arm of Godrej Appliances, we endeavour to provide our customers professional service but with personalized care. In an industry where the consumer -appliance relationship goes into years – much beyond the initial purchase experience, after sales service is a major consideration factor in the buying process and we strive hard to delight our customers with thoughtful service. Each DVC cleverly highlights a key USP of the service offered by Godrej. With this communication, we intend to re-establish the Smart Care offering amongst our consumers, while also educating them on the benefits of choosing the authorized service provider over local technicians.”

     

    Speaking about the campaign, Anu Joseph, Chief Creative Officer, Creativeland Asia, said: “Godrej Appliances, one of the biggest names in this business, understands that appliances is a category where the consumer-brand interaction continues way beyond the point of purchase. With Godrej SmartCare, Godrej Appliances has differentiated itself remarkably in the after-sales service sector. This campaign aims to bring out Godrej SmartCare as the one-stop solution for all appliance-related services. Using humour to drive this message was a conscious decision. We wanted these films to serve as entertaining pieces of content, which is why we collaborated with one of the biggest YouTube celebrities in India, Jeeveshu Ahluwalia.”

     

    While the campaign has been conceptualised and executed by Creativeland Asia, the digital films have been produced by Bratman Films and directed by Ashwin Shetty.

     

     

  • As part of the mandate, the agency will be responsible for the creative strategy and execution for the brand

    DDB Mudra appointed creative partner for Moonbow water purifiers

    By A Correspondent

     

    Following a multi- agency pitch, the DDB Mudra Group has won the creative duties of Moonbow, a water purifier and air purifier brand by Hindware. As part of the mandate, the agency will be responsible for the creative strategy and execution for the brand.

     

    The brand would be managed from the group’s Gurugram office and will be led by Ashwani Dhingra, Executive Vice President & Business Partner, ‎DDB Mudra North.

     

    Rakesh Kaul

    Speaking on the association, Rakesh Kaul, President Consumer Products Division, Hindware said: “DDB Mudra has been our agency partner for Hindware Kitchen Appliances and Water Heaters. We have grown in these categories faster than the industry to capture good market share within 3 years & DDB Mudra has played its part in helping us achieve this growth. We expect DDB Mudra team to work in the same manner for our Moonbow brand and be a part of the brand’s growth journey.”

     

    Rajiv Sabnis

    Added Rajiv Sabnis, Executive Director, DDB Mudra Group: “Water purification is a highly competitive category in India today. With the pressure on ground water supply increasing in every large city/ town and the over reliance on the monsoons every year, the need for purification is clearly felt in every home. Newer entrants in this category need to redefine the health benefits that more advanced water purification systems can deliver. Moonbow is uniquely placed to raise the stakes on their water purification offering and its proven benefits. We have an interesting challenge, to establish a differentiated and relevant health benefit amongst Indian homemakers.”

     

     

  • The new tyres are specially designed to offer superior grip and optimized cushioned ride

    Lowe Lintas unveils new campaign for MRF

    By A Correspondent

     

    Tyre manufacturer MRF has launched a new campaign that promotes its MRF ZLX brand.  Said Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd: “MRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable’

     

    Added Arun Iyer, Chairman & CCO, Lowe Lintas: “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatise the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.

     

     

  • The association with Kapoor reflects Baggit's drive towards staying on point with the expectations of today's young millennials

    Baggit announces Shraddha Kapoor as its brand ambassador

    By A Correspondent

     

    Baggit has signed up Bollywood actor Shraddha Kapoor as its brand ambassador. Commenting on the new partnership, Baggit founder Nina Lekhi said: “Shraddha is a great fit for Baggit. She personifies Baggit’s key proposition of beauty with strength. A fashion icon and a powerhouse of talent, Shraddha’s vibrant, exciting and vivacious personality makes for a perfect fit with the style and panache that Baggit has become synonymous with. We at Baggit believe in adapting and staying in tune with the changing trends and demands of our customers and our association with Shraddha is a perfect example of this. Baggit and Shraddha together are a power-packed combination for the gen-next customers.”

     

     

  • It promotes launch of its new product Everest Super

    What’s Your Problem unveils brand campaign for Everest

    By A Correspondent

     

    Building solutions company Everest has launched its new product Everest Super – cement roofing sheets with heat and water resistance and non-corrosive features.

     

    Said Manish Sanghi, managing director of Everest Industries: “Everest Super is a truly innovative product that’s launched keeping in mind how colour can enhance the look of a roof and in turn the house itself. We hope that Everest Super becomes synonymous with the pride and development that reek of the rural India of today.”

     

    Adding to the creative approach, Mihir Chitre, Associate Creative Director, What’s Your Problem, said: “The attempt, as always, was to come from an insight. In this case, we realised that in the rural India of today, everything, from mobile covers to footwear, oozes colour. But surprisingly, roofs have always been an exception. Hence we decided to simply ask people if their whole life is colourful, why not the roof above the head. This became the campaign thought.