MxMIndia

Category: MARKETING

  • #StoryInEveryChild- their first campaign is already on air

    Arvind Lifestyle signs on What’s Your Problem as digital agency

    By A Correspondent

     

    Arvind Lifestyle has signed on What’s Your Problem as digital agency. As part of the mandate WYP Brand Solutions will work on Unlimited– the parent brand, plus some of the in-house brands, including international fashion label Elle.

     

    Said CS Shekhar, CEO, Unlimited: “We went with WYP because they are not a digital agency but in fact an agency for a digital world. The fact that they are a fully integrated agency which handles mainline mandates for most of their clients, ensures that we get integrated thinking, even if the medium of execution is digital. Today digital is a part of everything and everything is a part of digital, be it activation, retail or creation of brand love. More importantly, they come from understanding the consumer and then creating work that connects to them. The next few years are very important for our growth as a brand and we’re excited about partnering with What’s Your Problem, during the same.”

     

    Added Tejas Mehta, Director – Strategy and Account Management, What’s Your Problem: “We’re excited because the team at Unlimited is trying to build a fashion brand with a purpose, with a consumer insight at the heart of everything they do. Like us they believe that digital is just a medium and our thinking isn’t restricted to that. We’ll be focussing on creating ideas that connect with the consumers and more importantly get them from digital spaces to the store and interact with the brand.”

     

     

  • The account will be managed by Initiative's Mumbai office

    Indigo Paints appoints Initiative as media AOR

    By A Correspondent

     

    Paint manufacturer Indigo Paints has appointed Initiative as its media agency on record (AOR). The mandate includes media investment and strategic partnership including print, television, digital, out-of-home (OOH) and radio. The account will be managed by Initiative’s Mumbai office.

     

    Talking about the appointment, Hemant Jalan, Managing Director, Indigo Paints, said: “Indigo Paints is a fairly young company and we started our operations in 2000. We have always developed innovative products, and in this short timeline we have managed to challenge the established players in the category. In the paints category in India, which is otherwise dominated by a select few established brands, we have managed to clock in very high growth rates and we hope to continue this momentum for the next several years.”

     

    Added Vaishali Verma, CEO, Initiative:  “It is a moment of pride for us to be associated with Indigo Paints and we are delighted with the trust that the company has shown in us. The opportunity to partner Indigo Paints during this high growth phase is extremely stimulating for all of us at Initiative. The greatest strength of Initiative is strategy and we are committed to creating innovative, cutting-edge work for Indigo Paints.”

     

     

  • The film looks slick and young, with a catchy track that captures the multiple situations from a youngster’s life

    Dentsu Impact targets youth with its latest campaign for OPPO F7

    By A Correspondent

     

    Dentsu Impact has launched a new campaign for Oppo F7. Targeted at the youth, Oppo F7 comes loaded with features that help enhance the virtual lives of youngsters, which for today’s generation is actually their real life. The film mirrors this way of life of today’s generation, and shows how Oppo F7 is the perfect partner for them.

     

    Said Soumitra Karnik, Chief Creative Officer, Dentsu Impact: “Oppo is a brand for the youth and their phones are designed to answer the needs of this young generation. Our film is actually a reflection of this youth’s way of life – how they have embraced the virtual world and made it their own. Virtual is the new real for this generation – selfies, social media, filters, status updates – it’s all an integral part of life for them. This is their reality and they unapologetically accept that. Oppo phones come with features that help enhance this virtual life of the youngsters and the attempt of our film is to bring this to life.”

     

    Added Will Yang, Brand Director, OPPO India: “OPPO is a young and energetic brand which always mirrors the energy of youngsters. We have always tried to bring the best camera and selfie experience to our consumers and we believe that OPPO F7 will enable the youth to click natural selfies. The TVC takes cues from the current lifestyle trends of the youth, especially their love for clicking Selfies and highlights how much goes into taking that perfect Selfie. We hope that the TVC finds a connect with the youth and help them realize that their selfie expert lies within their OPPO F7.”

     

     

  • 56 Creators including Leo Messi, Mo Salah, Caroline Wozniacki, Karlie Kloss and Pharrell Williams unite to prove creativity is the answer

    For Adidas, ‘Creativity is the Answer’ in its latest brand campaign

    By A Correspondent

     

    Using the world’s biggest moment in sport as the backdrop, Adidas has re-engineered the traditional campaign model through personal storytelling, bringing together 56 of the world’s most influential creators across sport culture, including Leo Messi, Caroline Wozniacki, Pharrell Williams and more.

     

    Said Ryan Morlan, VP Brand Communications at Adidas: “We have re-engineered the traditional advertising campaign – the way only the Creator Sports Brand can – by creating endless inspiration through unique and personal content. We are co-creating our story of sport and creativity with our consumers by reacting and responding to their preferences, attitudes, passions and geographies. Athletes in New York will get a different experience from those in London.”

     

     

  • Jacqueline will be promoting Nova Eyewear’s latest range of lenses

    Jacqueline Fernandez appointed global ambassador for Nova eyewear

    By A Correspondent

     

    Nova Eyewear has introduced Bollywood actor Jacqueline Fernandez as its global brand ambassador. The actor will be promoting Nova Eyewear’s latest range of lenses, powered sunglasses and frames internationally.

     

    Said Lalit Gupta, Chief Business Officer of Vision Rx Lab: “We are available across 25 countries worldwide offering a bouquet of premium eye-care solutions, ranging from advanced digital lenses to fashionable frames, powered sunglasses and swimming goggles etc. Nova Eyewear caters to all genders, ages and lifestyles, acknowledging the spirit of the ever so dynamic and eclectic trend and fashion conscious crowd of today. Jacqueline is one of the most fashionable Bollywood celebrities, who has not only received immense fame in a short span of time but also has successfully influenced and awed all her fans with her casual yet chic style statement and fit personality.  We are hopeful and sure that Jacqueline’s association with Nova will not only refresh regular style codes but also elevate the fashion statement of the generation making them conscious about eye care in general. We also wish Jacqueline the very best for her upcoming star projects.”

     

     

  • The ad was scripted by OPN Advertising and shot by Black Box Films, both based out of Chennai

    Zoho’s new ad campaign ‘Work as One’ to conveys brand message

    By A Correspondent

     

    Zoho has launched the print version of its new ad campaign “Work as One” which celebrates the power of Zoho One. The ad was scripted by OPN Advertising and shot by Black Box Films, both based out of Chennai.

     

    Commenting on the new “Work as One” advertisement campaign that spans print, outdoor and digital release along with television commercials, Sridhar Vembu, CEO of Zoho Corp said: “Zoho One is a revolutionary suite that stands tall in value, compared to the bloated business models and scattered marketplace for IT applications. We have struck the sweet spot by offering all the goodness of Zoho on a transparent subscription model at a disruptive price point that a customer cannot refuse. The advertisement campaign has been designed to take the message of The Power of One across to all of our existing and potential customers.”

     

    Added Raffic Aslam, Creative Director, Zoho Corp: “Zoho’s commercials have always been unconventional, and are representative of the creative spirit of the company in continuously churning out path-breaking products. In this ad, the spirit and power of Zoho One has been beautifully orchestrated into a synchronized dance with foot-tapping music that truly brings out the zest behind the latest offering.”

     

     

  • The integrated marketing campaign goes LIVE on June 11 across TV, Digital Media, Print, Outdoor and Radio

    Virat Kohli drives new brand message for Uber India

    By A Correspondent

     

    Uber has unveiled its new brand campaign with brand ambassador Virat Kohli. The baseline, ‘Badhte Chalein’, is built around the brand’s new positioning that is intended to build Uber as an enabler of movement, that is culturally progressive.

     

    Said Sanjay Gupta, Head of Marketing, Uber India: “Uber connects millions of people in India to their destinations each week. That said, each trip represents more than just a physical journey – it’s a step forward in the larger journey of their lives. This is not just a brand idea – it’s happening on the ground, across India, everyday. This brand position is as intrinsically human as the millions of people who ride with us each week, and each of their pursuits. The communication has been designed to be progressive in thought, aspirational in spirit, widely-relatable in manner. And with Virat – perhaps India’s most inspiring model of personal progress – Uber has found a partner at the crease who embodies the drive we share with millions across India. The breadth of communication built around this idea across ATL, digital and owned media, will cement our positioning and bring it to life.”

     

    The campaign is conceptualised by Ogilvy and aims to reiterate its effort to make Uber an everyday, aspirational brand for millions of riders and drivers in India. It positions Uber as a brand that is beyond transportation from point A to point B, reinforcing Uber’s role as an enabler of opportunities for hundreds of thousands of driver partners and riders in India.

     

    Speaking about the campaign, Sonal Dabral, Group Chief Creative Officer& Vice Chairman – ‎Ogilvy said: “It is always exciting to create work that rises above just selling a product or a service and puts forth a life philosophy. Bringing to life Uber’s message of moving ahead with purpose, in itself became a journey of passion for us. The integrated campaign is led by a set of interconnected films. Virat stars in the manifesto film along with a cross-section of everyday warriors who have their own four different stories told through four individual films. Together they create a rich tapestry of engaging stories. Hope everyone will enjoy this campaign as much as we did creating it. And I certainly hope after this campaign they will see every journey they take, big or small, in a new inspiring light. With one resounding thought in mind: Badhte Chalein.”

     

     

  • The film has been directed by popular ad film director, DoP & special FX expert Nick Sawyer

    BBH unveils new brand campaign for Behrouz Biryani

    By A Correspondent

     

    Behrouz Biryani has launched its first ad campaign in India. Crafted by BBH India, the film traces the gastronomical journey tracing the origins of biryani. This is the brand’s first integrated campaign extending across digital, print, outdoor and radio.

     

    The film has been directed by popular ad film director, DoP & special FX expert Nick Sawyer best known for his work on international food brands.

     

    Said Sagar Kochhar, Group CMO, FFSPL:”We are extremely delighted to launch our first ad campaign and this is an important milestone in our journey towards being the ‘Royal’ Biryani of the country. This film pivots around the brand story that we created since our inception, a 2000 year old recipe from the lost Persian kingdom of Behrouz, where wars were fought to win this recipe. Being a digital only premium brand with no physical/dine in presence, the campaign is targeted to create brand awareness highlighting its alluring Persian brand persona and a recipe worth indulging when you think of not just ordering a biryani, but actually experiencing finesse. ”

     

    Added Russell Barrett, CCO & Managing Partner, BBH:“To begin with, working on Behrouz has been great. We’ve quite willingly done a lot of research on biryanis. A lot of research. The idea of an origin story for something as ubiquitous as biryani is a story waiting to be told. The film is beautifully crafted and besides taking you on a fantastic journey through time, it makes you want to order a biryani; an impulse which you should absolutely give in to when it comes to Behrouz.”

     

     

  • The campaign has been conceived by Soho Square and the films have been directed by Shlok Sharma

    Medlife’s campaign urges people to ‘Lafaddu Mat Bano’

    By A Correspondent

     

    Leading online pharmacy Medlife International has launched its new TVC series LafadduLal starring Boman Irani and Varun Sharma. ‘Lafaddu Lal’ has been created as a euphemism for people who are too casual and lazy about their health and medication. The campaign features a series of hilarious real-life situations between the father and son duo, where the father tries to exhort his son to be more responsible.

     

    The campaign has been conceived by Soho Square and the films have been directed by Shlok Sharma.

     

    Said Tushar Kumar, CEO, Medlife International Pvt Ltd: “Both Boman and Varun bring in a dash of freshness to the brand and stand for everything that clearly defines the attributes of Medlife viz. New-age, energetic, cheerful, aspirational, innovative and consistent. We are really kicked up about this association and hope the journey ahead is going to be furthermore exciting.”

     

    Added Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square: “A chuckle-inducing campaign featuring a slightly sarcastic father and his bumbling son, help us deliver Medlife’s message in a memorable way.”

     

     

  • Philips India have reinvented grooming to enable confidence among today’s youth by introducing smart, intuitive products

    Philips announces Virat Kohli as brand ambassador for male grooming products

    By A Correspondent

     

    Philips India has announced Virat Kohli as the new brand ambassador for male grooming. At the launch, Dipti Jagdev Shah, Senior Marketing Director and Business Head, Philips Personal Care said: “Philips BT30000 Trimmers are a promise of high quality trimming experience. With up to 20 style settings, superior lift, and cut technology we will enable men across ages to rock their individuality and style. To associate with Virat Kohli is a natural choice – his beard is the most loved aspect of this stylish youth icon and Virat personifies our brand philosophy of the modern man flawlessly. He embodies the inner confidence to standup for what feels right to him. ‘Do what feels right’ is Philips’ powerful call to action to encourage Indian Men to follow their instinct and do what feels right.”

     

     

  • The greatest sports event in the world starts tonight. We bring you all of Amul’s topicals from the last edition, and some more

    Utterly, Butterly, FIFA-licious

     

    You know how much we love to tell various stories via Amul ads. Over the years, they’ve indeed been the true chronicler of the times. Given the growing interest in the FIFA World Cup, there have been 12 ads created by da Cunha Associates for Amul Butter for the just-concluded championship in Brazil… and one more last year. We are sure there will be several more in the coming weeks. There have also been some classics over the years, though we couldn’t locate our favourite on Paolo Rossi from 1982 (Pau lo Roz hi) on the Amul website. Enjoy

     

     

    FIFA World Cup winners ! – July ’14

     

    Brazil’s humiliating defeat ! – July ’14

     

    Lax officiating breaks Brazil’s back – July ’14

     

    The stars of FIFA 2014 ! – July ’14

     

    Dutch footballer fakes dive! – July’14

     

    Leading goal scorer – Rodriguez – June’14

     

    Uruguay striker uses his teeth! – June’14

     

    Brazilian star excels!

     

    Reign of Spain ends – June’14

     

    Portugese player’s aggro behaviour ! – June’14

     

    Persie helps Netherlands thrash Spain!

     

    FIFA fever begins…

     

    And here are some classics:

    Octopus Paul predicting the outcome of the World Cup Football final (2010)

     

    On French Captain Zinedine Zidane shown red card sending him off for vicious
    head-butting Italian defender in the chest during the World Cup Football Final (2006)

     

    On the Brazilian team’s star football players (2002)

     

    Football sensation Diego Maradona takes on the world by storm (1989)

     

     

  • The campaign uses identical traits that best defines Mumbai and Brand Factory

    Brand Factory unveils #MadeForMumbai campaign

    By A Correspondent

     

    Brand Factory has used the magic of music to describe the city and the spirit of Mumbaikars via its latest campaign. The #MadeForMumbai campaign uses identical traits that best defines Mumbai and Brand Factory.

     

    Executed by Circus Elephants, the music is composed by Shalini Sen and sung by Revant Shergill. The one-minute video captures iconic places, beaches, cricket craze, love for street food and elements that make Mumbai.

     

    Speaking about the campaign, Roch D’souza, CMO, Brand Factory said: “There are many similarities between Mumbai and Brand Factory. Just like cutting chai, Brand Factory is cutting prices 365 days with discounts. We wanted to celebrate many such similarities with a song that imbibed the true spirit of Mumbai and that’s how #MadeForMumbai came to life through this film.”

     

    Sharing his views Ritesh Shastri, Business Director, Circus Elephants added: “It’s not that often when the brand custodians instruct and insist the agency to focus on content and not on the brand. It’s always a treat for an agency when the brand team knows what they want. It was definitely a very important project for us since it was our first association with Brand Factory. But more than that, it was about celebrating the spirit of Mumbai. We couldn’t have expected for anything better.”