MxMIndia

Category: MARKETING

  • Its new digital campaign ‘Bourbon Friends Forever’ shows Mallika Dua and Abish Mathew engage in an epic battle of wits

    Britannia Bourbon gets Youtube stars to promote new offering

    By A Correspondent

     

    Britannia has announced the launch of a new campaign, Bourbon Friends Forever (BFF). On the launch of this campaign, Ali Harris Shere, VP – Marketing, Britannia Industries Ltd said: “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Although the new web series caters more to the youth, our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction. Collaborating with Abish and Mallika has given a much-needed boost to the campaign and we hope to amplify the brand sentiment through their comic talent.”

     

     

  • Eight Amul ads that tell the IPL 2018 story… from Star bagging the coverage rights to Dhoni& Co turning champions

    IPL 2018 via Amul Topicals

     

    By A Correspondent

     

    You know how much we at MxMIndia love to re-tell stories via Amul ads. Whether it’s Sachin Tendulkar’s long innings as a cricketing great or India winning the World Cup, we go to the Amul topics to help reflect on the times. Here we bring you eight Amul ads that tell the IPL 2018 story… from Star bagging the coverage rights to Dhoni& Co turning champions. Enjoy!

     

     

     

     

     

     

     

     

     

  • The film tracks a typical week of a self-directed investor, who is normally known to be tight-fisted

    Kotak Securities launches free Intraday Trading scheme

    By A Correspondent

     

    Kotak Securities has launched a campaign to promote its free Intraday Trading for the self-directed investor offering zero brokerage on all intraday trades. The messaging says: “Ab brokerage ban gayi kamayi.”

     

    Said Khushnum Ichhaporia, Head -Marketing, Kotak Securities: “Self-directed investors need not worry about the hassles of paying brokerage any more. They can focus on making most from the equity markets with the help of free research and a robust technology platform. The core message of the campaign is very simple – every rupee of brokerage saved through Free Intraday Trading is a rupee earned. We have launched a high impact ATL campaign, and also initiated a slew of innovative BTL activities to drive this message.”

     

    Added D Ramakrishna (Ramki), CEO, Cartwheel Creative Consultancy: “Kanjoos bana generoos’ is the simple idea behind the campaign for Kotak Securities’ free Intraday Trading. The typical day trader looks to maximise his daily profit, unlike an investor who looks at more long term returns.  Therefore when this plan makes it possible to save a considerable amount on daily brokerage, it makes him very pleased indeed. Pleased enough to surprise near and dear ones with unexpected acts of generosity. And because he saves money every day, he finds new people to delight every day, including himself!”

     

     

  • The TVC shows Kurkure Multigrain imbibed with benefits of power grain Ragi, along with other wholesome ingredients

    Kurkure Multigrain celebrates goodness of ragi

    By A Correspondent

     

    Kurkure has launched its new film showcasing the newly launched Kurkure Multigrain variant with ragi. Speaking about the TVC launch, Gaurav Verma, Director Marketing – Indian Snacks, PepsiCo India, said: “Kurkure is India’s most loved snack brand which has been innovating and transforming to cater to changing consumer needs. With the recent launch of Kurkure Multigrain and through its TVC, we are communicating the power of native grain Ragi and how Kurkure is making Multigrain tastier. The initial response to Kurkure Multigrain has been very positive and we are confident that it will be a winning proposition for the consumers”

     

    Added Varun Channa, Managing Partner, JWT: “Kurkure has always been innovating with traditional Indian snacks and helping bring together families. In today’s changing socio-economic structure of nuclear families, Kurkure offers yet another innovative snack and also shares the new way for creating an extended family in your new neighbourhood.”

     

     

  • The brand takes a fun musical route to appeal the audience who smoke to quit smoking gradually and effectively by taking small steps

    New anthem by Nicotex asks smokers to quit the habit

    By A Correspondent

     

    Ahead of the World No Tobacco Day, Nicotex has launched a new campaign ‘Ek Cigarette Kam’. As part of this campaign, a new anthem titled ‘Hum me hain dum, roz ek cigarette kam’ has been launched. The brand takes a musical route to to ask smokers to quit gradually and effectively by taking small steps and reducing one cigarette at a time.

     

    Commenting on the music, Anshul Mishra, Category Director, Cipla Health Ltd. Said: “A smoker who has decided to quit goes through a lot of emotional ups and downs throughout this journey and having a friend who supports them tends to make this journey easier. We at Nicotex want to be their friend in this difficult journey. The approach in this piece of creative is not just positive but also powerful and aims to motivate people who have embarked on the journey to quit the habit.”

     

     

  • The mandate was awarded following a multi-agency pitch

    Vistara to fly high with FCB India

    By A Correspondent

     

    Vistara, the full-service carrier and a joint venture of Tata Sons and Singapore Airlines (SIA), has awarded its creative duties to FCB India, following a multi- agency pitch.

     

    Speaking on the occasion, Sanjiv Kapoor, Chief Strategy & Commercial Officer, Vistara, said: “We were impressed with FCB’s strategic insights and articulation of recommended path forward for our advertising. We are delighted to have them as our creative partner, and we look forward to working with their passionate team to continue delivering insightful and impactful integrated campaigns.”

     

    Commenting on the win, Rohit Ohri, Group Chairman and CEO, FCB India said, “We are proud to partner Vistara as it continues to set new benchmarks of excellence in the Indian skiesWith the experience of flying becoming increasingly commoditized, Vistara, with its unrelenting focus on creating a ‘new feeling’, is truly breaking new ground. We’re excited with this opportunity of taking brand Vistara to a new creative high.”

     

     

  • The league will be called Ceat UTT Powered By Kellogg’s

    Kellogg’s partners with second edition of Ceat Ultimate Table Tennis

    By A Correspondent

     

    Breakfast cereal brand Kellogg’s has come on board as a sponsor in the ‘Powered By’ category for the second edition of Ultimate Table Tennis (UTT). With this new association, the league will be called Ceat UTT Powered By Kellogg’s.

     

    Sumit Mathur, Chief Marketing Officer, Kellogg’s India says “Kellogg’s is committed to helping people make the most of each day’s possibilities with a nutritious breakfast to fuel their passions. It is an honour to be associated with UTT, and we wish all the athletes reach their full potential and achieve their dreams in the upcoming season.”

     

     

  • Remit2India is the direct-to-consumer brand of Nyuvo

    Lowe Lintas awarded creative duties of Remit2India

    By A Correspondent

     

    Online money transfer service Remit2India has awarded its creative mandate to Lowe Lintas as part of its plans to re-launch in markets across the world. Remit2India is the direct-to-consumer brand of Nyuvo, which in turn is now owned by Finablr and the U.A.E. Exchange Group.

     

    Said Achal Shah, Chief Business & Marketing Officer for Nyuvo: “We are a global, digital, direct-to-consumer business that enjoys a strong brand affinity with the Indian Diaspora. With the changing market dynamics that increasingly focus on the transactional aspect of the business, we wanted to couple our significantly improved proposition with a strong messaging campaign that talks about how we are more than just about getting money transferred across the globe. Given Lowe Lintas’ impressive track record, we are looking forward to together creating something that’s totally fresh and communicates our values and proposition to our Global Indian audience across the world.”

     

    Added Raj Gupta, CEO – Lowe Lintas: “We are delighted with this association to work with a global fintech company. In today’s digital age consumers however far and apart, have collective clusters which are emotionally and culturally driven by their roots. For us addressing this tribe of global Indians through a digital-first approach is an interesting challenge, be it their identity or their communication.”

     

     

  • The attempt isintroduce denims to the everyday workwear wardrobe

    Shoppers Stop launches ‘Denim to Work’ campaign

    By A Correspondent

     

    Shoppers Stop has introduced the ‘Denim to Work’ campaign, an initiative encouraging working professionals to include denims in their workwear wardrobes.

     

    Commenting on the campaign, Govind Shrikhande, Customer Care Associate & Managing Director, Shoppers Stop Ltd. Said: “With growing awareness and an increasing affinity towards denims across age groups, we believe there is a huge untapped market for denim segment in the apparel industry. Organised retail sector, young population, online penetration of denims, growing popularity of engineered/ distressed denim, varied fabric washes and changing classification of consumer’s wardrobe are some of the key growth drivers which will further fuel the growth of this segment. Shoppers Stop aims to tap into this market growth and leverage its large offering in the denim category through the ‘Denim to Work’ campaign which has been rolled out across multimedia platforms with print, radio, outdoor and a digital film.”

     

    The digital film for the ‘Denim to Work’ campaign has been produced and directed by JWT’s digital arm Mirum and the ad creatives have been created by Shoppers Stop’s ad agency Contract Advertising. Conceptualised by Mirum, the digital film aims to break down the rules laid by rigid corporate culture. It inspires young professionals to flaunt their own sense of style and exude confidence at the work place with denims as a part of their work wear wardrobe.

     

    Added Vineet Mahajan, Head of Art, Contract (India): “Walking into work wearing a pair of jeans is a common sight now. But denims have never been promoted as workwear. We thought this idea was quite disruptive and we hit the sweet spot of an idea by celebrating the designations of a new age workplace. Shoppers Stop has always broken new ground in fashion retail communication and this one was no different.”

     

    Said Sanjay Mehta, Joint CEO, Mirum: “For me, this denim-to-work campaign closes the loop in a certain kind of way. For the last six years, I’ve been wearing blue denims to work every single day and have been extremely comfortable in these. Over this period, I have also seen a shift in the way denims are perceived in the corporate world. People have accepted it as a part of the whole workforce culture. Also, I’m excited about the campaign as it gives people an opportunity to see denims in a definite kind of role and setting. I’m sure that more companies will accept denims as a part of their evolving office culture after seeing this campaign.”

     

     

  • Following its robust promotional campaign, Kerala Tourism has recently kickstarted ‘Come Out and Play’ campaign

    Kerala Tourism unveils new monsoon-themed campaign

    By A Correspondent

     

    In a bid to entice travelers during the monsoon season, Kerala Tourism has rolled out a variety of campaigns. The department is to accord prominence to its monsoon tourism campaigns considering the possibility of attracting more travellers who would wish to enjoy the rains in the state.

     

    Said P Bala Kiran, Director of Kerala Tourism: “The state offers the vacationers a chance to rediscover nature, rekindle relationships, and reconnect with life by indulging into various activities such as trekking, ayurvedic massage, river rafting and numerous more. Kerala Tourism has also been inviting travel enthusiasts to participate in ##comeoutandplay challenge.”

     

     

  • The account is estimated to be Rs. 25 crores per annum across all media

    Madison Media bags media mandate of Continental Coffee

    By A Correspondent

     

    Madison Media announced that it has been appointed as the Agency-on-Record for Continental Coffee. The account is estimated to be Rs 25 crores per annum across all media.

     

    Said Praveen Jaipuriar, CEO, Continental Coffee: “We are in an exciting phase right now where a lot of work is happening around building the brand. We are confident that the collaboration with Madison would help the brand grow to the next level.”

     

    Added Vikram Sakhuja, Group CEO, Media and OOH, Madison: “We are extremely pleased and proud to be appointed as the Media AOR for Continental Coffee. This is a category with very few truly large players and the opportunity to help create a strong and loved brand with Continental is an exciting one”.

     

    Said Dinesh Rathod, Chief Operating Officer, Madison Media Omega: “We are delighted to be associated with Continental Coffee at this stage of the brand’s evolution. Consumers today are seeking international quality and premium experiences in the category and Continental Coffee is uniquely poised to deliver those with decades of experience in creating the perfect blends. We look forward to exciting work on the account and partnering the brand on its growth journey.”

     

     

  • Government officials, NGOs, corporatesand citizens to come together to support the cause

    Amitabh joins hands with Network18 on malnourishment

    By A Correspondent

     

    Horlicks and Network18 have roped in actor Amitabh Bachchan as they launched ‘Mission Poshan’ to create awareness about malnourishment amongst children in the country. The campaign will support the government’s vision of a healthy and nourished India, in sync with Prime Minister’s National Nutrition Mission. The four-year long initiative commenced from yesterday (May 31).

     

    Commenting on the campaign Navneet Saluja, Managing Director, GSK Consumer Healthcare said:“Our initiative has a singular goal – to help promote the need for nutritional needs across rural and urban India. We are fortunate to have Amitabh Bachchan partner us in this significant journey towards addressing the issue of malnutrition in our country. Horlicks has been a household name for over 100 years and Horlicks Mission Poshan is a small step to support the National Nutrition Mission of the Government of India. We are committed to dialling up mass awareness around malnourishment and working with the civil society towards its eradication.”

     

    Added Priyanka Kaul, President- Marketing, Network18: “Serving the public good is vital to our journalistic mission at Network18 which is why we are proud that every day hundreds of our journalists are out on the field telling the stories of ordinary and extraordinary Indians working to transform our lives for the better. We believe that it’s important for us to come together as a nation to help solve these crucial issues, and as a media organisation we have committed ourselves to these initiatives. We feel ensuring the nutrition of our next generation is key to India’s future. We are proud to partner with GSK and Amitabh Bachchan for ‘Mission Poshan’ to spread the message of nutrition to each and every citizen and nourish lives of children across India.”