MxMIndia

Category: MARKETING

  • The design team at Elephant brought out the multi-sensorial consumption experience by using a combination of custom illustrations with product photographs

    Nestle partners with Elephant for breakfast range

    By A Correspondent

     

    Nestle partnered with Pune-based Elephant for the design strategy and packaging for its just-launched breakfast range NesPlus.

     

    Said Ashwini Deshpande, Co-founder, Director, Elephant: “Indian have some very peculiar breakfast habits and preferences. What sets this range apart is the fact that it remains crunchy even inside milk. Since the cereals shelves are dominated with multinational and national brands already, this exercise was about creating new category codes while keeping Nestle equity enhanced”

     

    The design team at Elephant brought out the multi-sensorial consumption experience by using a combination of custom illustrations with product photographs. A clean hierarchy with rays connoting the morning mood and colours mirroring the flavours, the range has been designed with flexibility to add more formats and variants, notes a communique from Elephant.

     

     

  • Ties up with celebrities who are critical illness survivors – Lisa Ray & Suresh Menon

    HDFC Life creates awareness on the need for regular health check-ups

    By A Correspondent

     

    HDFC Standard Life Insurance has launched a new ad campaign highlighting the need for health insurance, by using a relatable analogy of ‘Liar Mirror’. The campaign that has been launched on the digital platform features celebrities who are real-life critical illness survivors.

     

    Said Pankaj Gupta, Chief Marketing Officer, Strategic Alliances, Bancassurance & Specialty Sales, HDFC Life: “In India, we have become conscious of our diet and exercise regimen, but still have deep inertia when it comes to regular health check-ups. Non-communicable diseases are on the rise and we wanted to address this increasingly serious social issue, in the most realistic way. Hence, we used the testimonial approach and are delighted to be associated with Lisa & Suresh on this campaign. They are real fighters who have survived their respective challenges and emerged victorious, thereby resonating with our brand message of ‘Sar Utha ke Jiyo’. We urge people to not just believe what they see in the mirror, but also delve deeper and be #Ready2Fight.”

     

    Added Rajdeepak Das, MD – India & CCO – South Asia, Leo Burnett: “It is a simple way to demonstrate what the truth is. When you look in the mirror every morning, you think everything is right but there are things happening that you cannot see. We are a Humankind brand and we wanted to solve a human problem – so people can realise the truth.”

     

     

  • New marketing campaign highlights Vodafone Red’s value offerings

    Vishwanathan Anand to now endorse Vodafone Red

    By A Correspondent

     

    Vodafone India has roped in chess grandmaster Vishwanathan Anand to promote Vodafone Red. A series of three TVCs will see him propagating the benefits of choosing a smart postpaid plan to cricket presenter Gaurav Kapoor.

     

    Said Siddharth Banerjee – EVP, Marketing, Vodafone India: “This campaign aims to position Vodafone Red as India’s smartest postpaid, enabling our existing and new customers to make a smartest choice. We are glad to have chess champion and youth icon Vishwanathan Anand on board, who best fits the proposition of India’s smartest postpaid.”

     

     

  • The company plans to launch two new production units in India to meet the growing demand

    CMO Manoj Asrani is now also CEO, Viiking Beverages

    By A Correspondent

     

    Viiking Beverages has announced the appointment of Manoj Asrani as its new CEO. Asrani, a seasoned executive with over 17 years of experience, will be reporting to Sachiin Joshi, Chairman of Viiking Ventures. Along with his new designation and responsibilities with Viiking Beverages, Asrani will continue his duties as the Chief Marketing Officer of Viiking Ventures (Group).

     

    Said Sachiin Joshi – Chairman, Viiking Ventures: “Manoj has been working with our organisation since the past one year and am fully aware of his capabilities to take this company to the next heights. He is a spirited and energetic leader who excels at strategizing and mobilizing teams to deliver best business results. From a business perspective, we are looking at expansion and will soon be announcing our IPO for which I believe Manoj will be the right fit.”

     

     

  • The driver partner-focussed campaign goes live on July 5, positioning the brand as a trusted enabler for the community

    Uber India unveils second leg of ‘BadhteChalein’ campaign

    By A Correspondent

     

    Uber has unveiled the second leg of its recently launched India brand campaign – ‘BadhteChalein’, featuring brand ambassador Virat Kohli. The campaign has been envisioned around the brand’s new positioning that is intended to build Uber as an enabler of movement in order to ignite opportunity for all to progress in life.

     

    Commenting on the campaign’s driver focussed narrative, Sanjay Gupta, Head Marketing Officer, Uber India said: “Uber is always finding ways to celebrate its driver partner community. Each day, our driver partners play a pivotal role in moving India forward and it is our constant endeavour to enable them to achieve greater heights. Through the representation of driver partners across the country in the ad film ‘Virat’s XI’, we want to showcase Uber as an inclusive platform that welcomes diverse backgrounds and provides entrepreneurship opportunities to millions of people. It further extends to strike the right balance between economic opportunity and dignity of the vocation. Virat plays the role of a coach, encouraging his star team to bring their best to the table at all times; all of this in a cinematic and engaging manner.”

     

     

  • New ad campaign conceptualised by Creativeland Asia

    Godrej Aer Pocket shows how to get a fragrant start every day

    By A Correspondent

     

    Godrej Aer Pocket has unveiled a new campaign which emphasizes that Godrej Aer Pocket keep bathrooms happy through its unique fragrances, right from morning. This leads to happiness of the consumers throughout the day.The campaign has been conceptualised by Creativeland Asia.

     

    Speaking on the new TVC, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd said: “At Godrej, our endeavour has been to make the lives of consumers brighter and better. Godrej Aer Pocket is one such unique offering which successfully combines fragrances, technology and smart design. Places within homes such as bathrooms can lead to a happier day just because of the way they smell. Happy Bathrooms film, created by Creativeland Asia, will be instrumental in conveying this message to our consumers.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia Group: “We all know what a great start to the day can do to the rest of the day. A great bathroom experience pretty much guarantees that every morning. The film is a fun expression of that truth.”

     

     

  • The agency has appointed Vanaja Pillai to head its Bengaluru business

    22feet Tribal Worldwide strengthens top deck

    By A Correspondent

     

    22feet Tribal Worldwide has made some key appointments on the people front. The agency has appointed Vanaja Pillai to head its Bengaluru business.

     

    And in the North, Vishal Mehra has been appointed to spearhead the building of the agency’s digital planning practice. In addition to this, he will also be responsible for growing the team and the business for 22feet Tribal Worldwide’s North unit. In the West, Rohan Talati has been elevated to head the business operations for the agency’s Mumbai team.

     

    Meanwhile, to strengthen the agency’s digital strategy function, Ramraaj Raghunathan has been elevated to the position of Head- Strategy, 22feet Tribal Worldwide. And lastly, Azharuddin A, erstwhile new business lead with the agency, will lead a focused mandate on User Experience & Branded Products.

     

    Speaking on these appointments, Deepak Nair, CEO- 22feet Tribal Worldwide and Chief Growth Officer- DDB Mudra Group said: “We couldn’t be in a better position than we are in today. Over the years, we have nurtured the best talent in the industry and have continued to attract the best in class. Our young leadership team is a testimony to that. I am confident that this team will see us become stronger than ever.”

     

     

  • Actor Sumeet Vyas plays the lead role depicting ‘expectations vs reality’ for a common man

    Van Heusen Innerwear launches its ‘Summer #Skinwear’ campaign

    By A Correspondent

     

    Van Heusen Innerwear and Athleisure has launched its ‘Summer #Skinwear’ campaign that highlights the new innerwear collection and depicts smart interplay between expectations and reality.

     

    Said Puneet Kumar Malik, COO, Innerwear business, Aditya Birla Fashion and Retail: “As a business, Innovation is at the core of our strategy, and with the power of digital storytelling and contextual targeting, we have built connect with the intended consumer group at the right time. We wanted to ensure the product attributes stand out and show the customer how we address their everyday pain points.”

     

    The digital ad film was conceptualised and executed by Happy McGarry bowen. Said Added Naren Kaushik, Creative Director, Happy McGarry Bowen: “Summers stand for cold drinks, vacations, beaches and holidays. Summers also stand for heat, humidity, sweat, odour and discomfort. This dichotomy of summer is the genesis of the digital film ‘Expectation vs Reality’. He journeys through his day bearing the brunt of the heat when ideally; he would like to have it differently. The message we wanted to send home was that the summer we want and the one we get are quite different. At least, when it comes to men’s innerwear, Van Heusen now has it sorted with its Anti-Bacterial #Skinwear.”

     

     

  • To emphasize the wide range of features available on the iMobile app, Ogilvy created five different films, each highlighting one feature

    ICICI Bank makes banking easier via iMobile app

    By A Correspondent

     

    ICICI Bank has launched an iMobile app that offers a full-service bank over the phone. Ogilvy has brought this proposition alive with a campaign titled, ‘Ek App mein poora bank’ / ‘Your bank in an App’.

     

    Said Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy: “ICICI Bank’s every attempt is to make banking a pleasurable experience for its customers. Its iMobile app offers the customer the experience of ‘Ek App mein poora bank’. That is the creative idea. The two protagonists in the films bring alive the ease of use, convenience and effortlessness of this product in a light hearted and humorous manner. Reiterating the joy of banking with ICICI Bank.”

     

    Added Walter Noronha, Senior Vice President, Ogilvy: “Our aim was to communicate all products and services in one app, with a view to cross sell the multitude of offerings by the bank and drive the brand experience further.”

     

     

  • Chakra Tea along with Dentsu Webchutney, has designed and launched an innovative tea-kettle that is now being distributed at tea stalls popular with the workers

    Dentsu Webchutney, Chakra Tea redefine tea-breaks with Chai-Fi

    By A Correspondent

     

    Chakra Tea, a tea brand from central India, has launched an initiative called Chai-Fi that brings moments of joy to the tea-breaks of workers by adding wi-fi to their lives.

     

    As part of the initiative, Chakra Tea, along with Dentsu Webchutney, has designed and launched an innovative tea-kettle that is now being distributed at tea stalls popular with the workers. As the kettle is heated to make tea, it also generates wi-fi that is then made available to workers for free. They use the free wi-fi to connect to their favourite videos, music, movies, sports, news shows and even family members.

     

    Said Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney: “Tea is such an integral part of our lives that it is difficult to think of it in a new light. Our team identified an opportunity in the tea-breaks and made these breaks even more refreshing by creating a tea-kettle that generates wi-fi when heated. We call it Chai-Fi.”

     

    Added Priyank Khandelwal, MD, Chakra Tea: “The category is dominated by big names. For brand like us to stand out, innovation is critical. Chai-Fi is one such innovation. It brings joy in people’s lives while opening up a world of possibilities.”

     

     

  • The brand campaign aims to accelerate the sales of Transfer Switching Equipment

    Socomec unveils ‘Always On’ brand campaign

    By A Correspondent

     

    Socomec, a leading manufacturer of power control, availability, and safety equipment, announced the launch of ‘Always On’ brand campaign, to drive energy availability and efficiency through its Transfer Switching Equipments.

     

    Sushil Virmani

    Said Socomec’s Managing Director Sushil Virmani: “Socomec has a vast array of engineering and technical expertise in designing and manufacturing of electrical equipment since 1922. The company is an undisputed leader in power switching and changeover functions. Through this Always On brand campaign, we wish to drive awareness about Socomec’s commitment towards building a more connected, efficient and sustainable energy ecosystem by offering highly reliable and safe Transfer Switches. We are proud that more than three million installations worldwide are already powered by Socomec transfer switching equipment. The Always On campaign will emerge as a key competitive advantage for our partners in this region, helping them deliver incremental, specialist value to end customers.”

     

     

  • The campaign has been conceptualized and created by 22feet Tribal Worldwide

    Tanishq launches campaign titled #HeeronMeinHeera

    By A Correspondent

     

    Jewellery brand Tanishq has launched a campaign on how today’s customer should keep a set of pointers in mind when investing to buy diamonds. The film encapsulates the set of emotions one carries within when he/she is buying a diamond and how Tanishq takes care in order to give their customers nothing less than a perfect Solitaire- a true #HeeronMeinHeera.

     

    Created by 22feet Tribal Worldwide, the film #TanishqPromises shows a Tanishq jeweller at Tanishq Diamond centre, speaking about the symbolisation of diamond to that of a person who you give your heart to.

     

    Said Deepika Tewari, AVP- Marketing, Tanishq, on the film: “Diamonds and solitaires are an expression of celebration and exclusivity. However, the quality of solitaires is very difficult to ascertain and there isn’t a lot of information in the marketplace for customers to rely on. Through this campaign, we took it a responsibility to really address the situation by bringing ahead pointers that consumers need to keep in mind when investing in diamonds. We at Tanishq have eight stringent parameters that we follow to ensure all our diamonds are immaculate. Everyone deserves to live their perfect diamond dream and we at Tanishq offer them #HeeronMeinHeera, it is a #TanishqPromise.”

     

    Speaking on the film, Vineet Gupta, Group CEO, DDB Mudra Group said: “Tanishq is undoubtedly India’s largest, most trusted and fastest growing jewelry brand. This has been possible because this brand has always stayed true to its promise of purity and superior creations. Our intent with this film was to bring out this very fact, while educating the consumers about Tanishq’s strict, multi- step selection process for their solitaires.”