MxMIndia

Category: MARKETING

  • NoMarksis all set to promote its #CheherePeSirfShaanNoNishaan philosophy

    Bajaj NoMarks revamps identity with emphasis on Ayurveda

    By A Correspondent

     

    Bajaj Corp is set to unveil a new identity for its popular brand, Bajaj NoMarks. The restage is anchored on a new packaging along with an all-new consumer proposition supported by a campaign. With emphasis on Ayurveda, the brand has transformed itself through a differentiated packaging and brand philosophy of #CheherePeSirfShaanNoNishaan. The near-two-decade-old brand will see Mullen Lintas’s launch a TVC campaign with brand ambassador Tapsee Pannu.

     

    Commenting on the core idea behind the rebranding, Sandeep Verma, President Sales & Marketing, Bajaj Corp said, “Ayurveda is becoming a way of life for the present generation of highly aware consumers. Our endeavour is to connect with this audience in a differentiated manner. So we decided to restage NoMarks as a modern Ayurvedic brand. New packaging was a key element of the mix to strongly communicate this change.”

     

    Reflecting his views on the relaunch, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “NoMarks is a very sharply positioned face brand. The relaunch brings alive the new product range, contemporary packaging and the expert promise of the brand. We’ve played with interesting modern day insight that drives the expert message in an entertaining new way.”

     

     

  • As a tribute, Lavanyam collection was brought to light celebrating the designs exclusive to the south of India

    Tanishq’s Lavanyam campaign explores South Indian traditions

    By A Correspondent

     

    Tanishq has unveiled a new film to highlight its Lavanyam collection.

     

    Speaking about this film, Deepika Tewari, AVP – Marketing, Tanishq said:“Tanishq, with each collection strives to be the National local brand of India. Again with this new stunning collection, we hope to be serving our south Indian customers better for occasion of any kind. In this film, we have attempted to capture the South Indian essence, beauty, innocence and divinity. We, at Tanishq want to celebrate the rich heritage of the culture and hence have attempted to showcase the best of South in its utmost simplicity by substantially minimising any foreign alterations. The film delightfully unveils the artistic aspect of the south culture highlighting the beautiful sense of south Indian culture.”

     

     

  • The campaign, #OnlyInSalons emphasizes on the importance of an expert when it comes to colouring hair

    Supari Studios unveils #OnlyInSalons campaign for L’Oreal Professional

    By A Correspondent

     

    Supari Studios and 22 Feet Tribal Worldwide have released a new video for L’Oreal Professional. The campaign, #OnlyInSalons emphasises on the importance of an expert when it comes to colouring hair.

     

    Said Mitali Sharma, Executive Producer, Supari Studios: “L’Oreal came to us with the brief for this project where they wanted to create a video that motivates women to go to the salon to colour their hair as opposed to doing it themselves at home. Instantly we knew that we could make a very interesting film – especially since it was going to be focused on the digital medium – and began working on a couple of ideas. After a few conversations with the client, we knew which route would work for the film. We also knew that we would be working with Twinkle Khanna so we worked towards adding quirks from her perspective in the script so that it felt more natural to her. And working with Twinkle Khanna was as fun as watching her on screen, she is awesome!”

     

    Added Akshat Gupt, Director, Supari Studios: “Today the biggest teacher is Youtube. With the penetration of the Internet knowledge sharing is at its peak and today you can do things yourself easily. Ironically enough, we often misinterpret how easy it is to do something at home. Some things are easier than others and some you just need an expert to execute. The film was based on this insight and hence we created the why do it yourself campaign. In order to use twinkle’s quirky personality we started with an interesting angle of her working out to capture the audience attention. We also used a series of fast cuts called as a hip hop montage to present a hair commercial in a unique and differentiated manner. We tried to keep it light and real in order to make the film relatable.”

     

     

  • Digital Studios will be managing the entire end-to-end content creation, distribution and brand engagement activities

    GoQuest to manage content development and distribution for Volkswagen Ameo Cup 2018

    By A Correspondent

     

    GoQuest Media Ventures has launched its digital studios unit which has kickstarted its operations with global automobile brand, Volkswagen.

     

    Said Darshan Bhatt, Director, GoQuest Digital Studios: “The Volkswagen Ameo Cup is an iconic series in itself and it gives us great joy to be able to work on it as our first project. The stakes involved are huge-It has a strong history of eight successful seasons and is probably one of the most anticipated events for motorsport enthusiasts in India. The racing events invariably generate record audience footfall of 20,000+ each year and at every venue, and the passion quotient is high. Our strategy is to therefore strengthen the existing popularity of the event through continuous fan engagement through multiple channels and utilize this popularity to reach out to newer audiences. The program incorporates psychographic, geographic and demographic valuables which presents a unique challenge for us as our very first end-to-end content creation and distribution project. We are looking forward to a great baptism through our association with the Volkswagen Ameo Cup and are extremely hopeful that our comprehensive quality work in every step of the content cycle will live up to the value of brand Volkswagen!”

     

    Commenting on the objectives of the collaboration, Sirish Vissa, Head, Volkswagen Motosport India, added: “Our main discussion with GoQuest Digital Studios hovered around the goals of reaching out to wider audiences & establish a better connect with the existing users. We have seen racing being covered in a conventional manner so far in the country, and we wanted them to take a different spin and built a different angle with a more human element. This will give the viewers who haven’t had the exposure to motorsport yet to connect with it, and brand Volkswagen, in a far more personal level.”

     

     

  • This new campaign celebrates the brand being awarded the most appealing executive scooter by J.D. Power 2018 Two-Wheeler Automotive Product Execution & Layout

    TVS Jupiter celebrates 2.5mn sales milestone in latest brand campaign

    By A Correspondent

     

    TVS Motor Company announced a new marketing campaign for TVS Jupiter. This new marketing campaign celebrates the achievement of 2.5 million units in sales for TVS Jupiter and for being awarded the most appealing executive scooter by J.D. Power 2018 Two-Wheeler Automotive Product Execution & Layout (2WAPEAL) Study.

     

    Commenting on the milestone, Aniruddha Haldar, Vice President (Marketing) Commuter Motorcycles, Scooters and Corporate Brand, TVS Motor Company, said: “In a span of less than five years, TVS Jupiter has become a beloved brand with its promise of Zyada Ka Fayda delivered via superior vehicle quality, and offering Zyada in terms of comfort, convenience, mileage and space.  The scooter has been a critical driver of scooterisation across the country and this has been acknowledged by the J.D. Power 2018 study, wherein TVS Jupiter was awarded “The most appealing executive scooter”. This accolade, yet another manifestation of the unwavering faith of our 2.5 million+ customers, is a truly humbling experience. It reinforces our intent to continually deliver consumer delight so that they enjoy Zyada Ka Fayda.”

     

     

  • The one-month-long campaign is aimed at reaching out to people who are enthusiastic about football across the 12-35 age bracket

    Adidas & Posterscope launch campaign to celebrate 2018 Football World Cup

    By A Correspondent

     

    We’ve read about this in the past, but here’s some more info. Posterscope India has rolled out an extensive outdoor campaign for the latest edition of the FIFA World Cup 2018 that is currently being held in Russia.

     

    Said Sharad Singla, senior manager activation – Adidas India: “We wanted to create a memorable experience and live the football fever. Through the OOH campaign we wanted to push the needle and surprise the fans with something new and innovative that can be carried out throughout the World Cup.”

     

    Add Aditya Goel, assistant vice president – Posterscope (North): “As Adidas is one of the prime sponsors of FIFA World Cup 2018, Posterscope tried to bring the experience and updates of all the matches to the football lovers. The team went ahead and integrated the data and technology and showed live scores of all matches during the World Cup in real time so that the commuters can catch up with the live updates. We were glad to meet the client’s expectations and ensuring smooth execution of the campaign.”

     

     

  • To promote the exchange program, Croma has released an ad campaign that has been conceptualized and created by Tidal 7

    Croma urges customers to upgrade to a new laptop

    By A Correspondent

     

    Croma has unveiled its ‘Upgrade Life’ campaign that is conceptualised on its vision of promoting responsible consumerism.

     

    Said Ritesh Ghosal, CMO, Croma: “We realised that in today’s day and age, an evolved user loses patience with her/ his old gadget rather quickly when the device fails to keep pace with their needs. With the shortened product life cycle of gadgets, the final residual value of the product realised is also quite low. To counter this, we at Croma devised a unique exchange program wherein the customer has a chance to ‘Upgrade’ someone else’s life by donating their old functional laptop,which will then be handed over to someone who is more in needs of it. With this, we intend to ensure that everyone has an opportunity to begin their very own Digital Journey.”

     

    To promote the exchange programme, Croma has released an ad campaign that has been conceptualised and created by Tidal 7. Talking about the TVC, KC Chax, Creative Director, Tidal 7 said: “We had a simple brief of devising a campaign around ‘Upgrading Lives’. The insight to the campaign was the basic understanding of how people run out of patience when their gadgets fail to keep pace with them. When we learnt of the innovative exchange offer, we realized we had to match it with an ad film which conveyed the message without being too preachy about it. Thus out of this simple insight was born an interesting and engaging TVC.”

     

     

  • Carat is the incumbent agency

    Span Communications bags media mandate for UIDAI

    By A Correspondent

     

    In an effort to emphasise the benefits and importance of Aadhaar Card, UIDAI is undertaking a major TV campaign. In the wake of a multi-agency RFP and pitch, Span Communications, won the media mandate for the campaign. Carat is the incumbent agency.

     

    Talking about the win, Naresh Kheterpal, CEO, Span Communications said: “Winning the campaign is a testimony to the confidence that the client has placed in us.  Also, being on board with a brand like Aadhaar uplifts our spirits and further adds tempo to a great year where we have won significant businesses and consolidated operations.”

     

     

  • The underlying credo for the campaign is Empowering Human Ambition

    Muthoot evangelises ‘Blue Soch’ via its campaign with Vidya Balan

    By A Correspondent

     

    The Muthoot Pappachan Group, aka Blue Muthoot, has launched its new campaign #KahaaniBlueSochki with brand ambassador Vidya Balan. The key message that the campaign aims to drive is that the Muthoot Pappachan Group supports people with the Blue Soch and thus, empowers human ambition.

     

    The films have been conceptualised by L&K Saatchi and Saatchi. Said Anil S Nair, CEO and Managing Partner of L&K Saatchi and Saatchi: “Unlike most financial services brands, who want to project themselves as the messiah of the underprivileged, Muthoot Pappachan Group respects the spirit and determination of the customers in their pursuit of success against all odds. The communication focuses on this belief that their customers are determined people with bigger dreams and we are happy to partner them in that journey. Interestingly, all the four TV scripts are inspired by true Muthoot Pappachan Group Customers’ stories, which is what makes it so endearing and our job so meaningful.”

     

    Added Sanjeev Shukla, Chief Marketing Officer, Muthoot Pappachan Group:: “By offering easily accessible & simple financial products & services to people who are not so well-off, but have the grit and gumption to achieve their aspirations, Muthoot Blue acts as a catalyst to their Blue Soch. Helping them to rise above their circumstances and build a brightertomorrow for themselves. To talk to this audience, we found the perfect match in Vidya Balan. The national award-winning actor is a well-known humanitarian who has a genuine interest in driving societal change and has time and again demonstrated the same.”The films have been directed by Nikhil Rao of Jamic Films.

     

     

  • A 360 degree marketing campaign featuring Akshay Kumar has gone live recently

    Sun Pharma signs Akshay Kumar as Revital H brand ambassador

    By A Correspondent

     

    Sun Pharma Consumer Healthcare announced that it has signed actor Akshay Kumar as the new brand ambassador of Revital H.

     

    Commenting on the development, Kal Sundaram, CEO – India, Emerging Markets and Consumer Healthcare said: “In Akshay Kumar, we have found a perfect ambassador who is not only physically fit but also exudes great energy at all times – attributes that define Revital H at its core. Many people have found a holistic good health partner in Revital H as it provides that extra energy and stamina required throughout the day.”

     

    The campaign includes TV, print, social, out-of-home and on-ground consumer initiatives.

     

    Added Madhu Noorani, Creative President, Lowe Lintas: “Akshay Kumar is one of the fittest, most high energy actors, known for his high energy and action stunts, and that led us to the campaign idea of “Sabki battery rahegi full.” It is a simple on-the-street expression that says it all… everything needs a recharge or a top up to keep going… it’s simple for consumers to understand and relate to. The TVC literally wrote itself. A simple and engaging film where we see Akshay Kumar the actor full of energy, doing what he does best – a high energy high action stunt sequence – shown in an actual working atmosphere with his other fellow actors and crew struggling to cope up with his energy level.”

     

     

  • With #BagTheBall, Skybags aims at engaging with everyone across the country

    Skybags gets in the football mood with #BagTheBall contest

    By A Correspondent

     

    Skybags has launched adigital challenge titled #BagtheBall. Speaking about the campaign, Sudip Ghose, CEO, VIP Industries said:“#BagtheBall challenges people’s creativity and encourages everyone regardless of age and gender to show off their football moves. As a brand, we are always looking at ways to innovate and to offer something unique, which truly resonates with our audience. The idea is to reach out to and engage with all especially the youth. It is seeing tremendous response with entries coming from all across India. Whether one is a fan of the game or not this challenge is for everyone.”

     

     

  • With this exciting collaboration, Sunfeast Dark Fantasy aspires to further strengthen its brand positioning as an indulgent offering

    Sunfeast Dark Fantasy ropes in Alia Bhatt as its brand endorser

    By A Correspondent

     

    Sunfeast Dark Fantasy from ITC Foods has signed on Alia Bhatt as its brand ambassador.

     

    Said Paritosh Wali, COO, ITC Foods- Confections: “At ITC, our endeavour has always been to provide innovative, delightful and superior quality products to our consumers. Sunfeast Dark Fantasy is a true reflection of our commitment to delight consumers with unique and differentiated offerings. Irresistible indulgence, anytime-anywhere, has been our brand’s promise to our consumers and the new campaign takes this forward effectively. With Dark Fantasy’s new communication we are providing a unique proposition of making an easy yet delightful dessert using Dark Fantasy cookies. I am confident that Dark Fantasy’s association with Alia Bhatt, will only build the excitement about our innovative offerings and enrich consumer experiences about the product.”

     

    Commenting on the campaign, Nitin Karkare, Chief Executive Officer, FCB India added: ‘The association of Sunfeast Dark Fantasy and Alia Bhatt is a match made in heaven. In Alia we found the perfect fit as far as seamlessly bringing alive the irresistibility and spontaneity of consumption goes. This association is the perfect next step towards further entrenching the story of an irresistible indulgence, and towards demonstrating the versatility of occasions that the brand can address.”