MxMIndia

Category: MARKETING

  • The TVC captures the essence of Onam through a endearing take on the relationship between a husband and his wife

    Tanishq TVC for Onam shopping

    By A Correspondent

     

    The festive fervour has set among Malayalis and Tanishq has also geared up to add that special festive touch to the auspicious occasion of Onam.

     

    Speaking about this film, Deepika Tewari, AVP – Marketing, Tanishq said:  “At Tanishq, we’re all about celebrating the vibrant festival of Onam with Malayalis. Through this TVC, we’re announcing the launch of our Sampoorna collection to complete the festivities this year. Our jewel pieces are rooted in the traditional and infuse in a modern interpretation.The TVC captures the essence of Onam through a endearing take on the relationship between a husband and his wife. It weaves in nuances of the culture that will appeal to every single Malayali as will this special range of jewellery.”

     

    #SampoornaByTanishq celebrates the essence of Onam through the traditional thaiyyam, the lavish sadya, the beautiful pookalam and the gorgeous decorations like the boat embellished with flowers.

     

     

  • The digital leg of the campaign, #IndiaInvited, conceptualised and executed by Tonic Worldwide

    Kotak 811’s initiative draws favourable response on digital

    By A Correspondent

     

    The #IndiaInvited campaign by Kotak 811 builds on the insight of inclusiveness for everyone irrespective of personal or physical characteristics and draws attention to how 811, just like a bench, does not discriminate against anyone and the messaging was led by the Bollywood Superstar Ranveer Singh.

     

    The digital leg of the campaign, #IndiaInvited, conceptualised and executed by Tonic Worldwide, extended an invitation to all Indians to be a part of the movement through various innovations.

     

    The digital campaign kicked-off with real stories of people who have faced discrimination in the face of opportunity. Later, every Indian who wanted to support the cause, got a chance to participate by sharing the frame with Ranveer Singh using a custom-made Kotak 811 AR filter. The idea was to use technology on one of the most popular social media platforms and simplify participation for users.

     

    The campaign followed the ‘Save the best for Last’ policy. As a conclusion for the power-packed, superstar-driven #IndiaInvited campaign, Kotak 811 launched a unique digital bench that called out to every Indian and urged them to join a movement towards an egalitarian society.

     

    The #IndiaInvited campaign got every Indian supporting the ‘no judgements’ and ‘no discrimination’ movement.

     

     

  • The woman of today is constantly on the move and versatile in her approach to life, whether at home, at work, or at social gatherings

    Mia’s new campaign #MeInAction celebrates the women of today

    By A Correspondent

     

    Tanishq’s new campaign #MeInAction for Mia, attemps to applaud the women of today for being dynamic, confident and absolutely unapologetic. The woman of today is constantly on the move and versatile in her approach to life, whether at home, at work, or at social gatherings. Not to mention, she does this with immeasurable élan and panache.

     

    Speaking about the campaign, Sandeep Kulhalli, Senior Vice President, Retail and Marketing, Tanishq said: “Mia by Tanishq has always offered the very best of fashion fine jewellery for women, and has always complimented her as she carries herself in total confidence. With the #MeInAction campaign, we aim to celebrate the crusader in a woman, at every step of her life, with complete style and elegance, and combined with her unstoppable actions; she is a force to be reckoned with. Everyone’s eyes are on her as she captures the world entirely.”

     

    Added Arun Iyer, Chairman, Lowe Lintas: “Women today are achieving whatever they set their minds to. They are unhinged and fearless in their approach. But instead of putting their accomplishments on a pedestal, we wanted to show the work they put into it. Our desire was to bring to life the fact that whatever women do, they do it in their own unique way. Their strengths and personalities are what they bring to the table. To sum it all up, all we wanted to highlight women in action. That’s where the idea of ‘Me In Action’ came from.”

     

     

  • The campaign will target the aspirational multiplex crowd and will be screened across 70 PVR theatres in major metros as well on digital platforms

    Taiwan Excellence rolls out a new ad campaign in India

    By A Correspondent

     

    Taiwan Excellence, from Taiwan External Trade Development Council (TAITRA) that honors Taiwan’s most innovative products, announced the launch of its new advertising campaign that showcase the latest tech offerings from Taiwan to the Indian customer. The campaign will target the aspirational multiplex crowd and will be screened across 70 PVR theatres in major metros as well on digital platforms.

     

    The campaign includes promotional videos of eight hi-tech products engineered by leading Taiwanese brands like FECA, Acer, QNap, AIFA, AVision, Aver and Opro.

     

    Elaborating on the campaign, Alex Pen, Director – Taipei World Trade Center Office, said: “We are pleased with the positive reception to products from Taiwan in India. Brands such as Asus, Acer and Gigabyte have been well received in India and are a household name in the country. Indian consumers have been very receptive towards Taiwanese tech products and we are confident that this ad campaign will give them insights into how our reliable and innovative products can help them to advance in every aspect of their lives. Taiwanese brands have cutting-edge technology at their core and with Taiwan Excellence helping people to embrace the government’s Digital India initiative, we are confident of Taiwanese brands finding a place in the heart of the Indian consumer.”

     

     

  • Arpwood Capital Private Limited was the exclusive financial advisor and TT & A was the legal advisor to the DSP Group for the transaction

    DSP Investment Managers unveils new brand identity

    By A Correspondent

     

    DSP Investment Managers unveiled its new brand identity. DSP BlackRock Investment Managers Pvt. Ltd. will now be known as DSP Investment Managers Pvt. Ltd. and DSP BlackRock Mutual Fund will be known as DSP Mutual Fund.

     

    Said Kalpen Parekh, President, DSP Investment Managers: “I am pleased to announce our new brand identity and recognize that this comes with a huge responsibility that sets the stage for the next phase for team DSP. We recognise that constant change in the financial world can result in investors being faced with many complex decisions to be made. The real challenge for us is to help all our clients navigate these changes in the simplest manner possible: Think simple, act simple and communicate simple. We believe that simplicity, respect and humility will continue to define DSP. We will serve our investors and distribution partners in simple, evidence based and principled manner to make them understand the risks as well as the rewards of investing.”

     

    Added Hemendra Kothari, Chairman, DSP Investment Managers: “The DSP name has evolved and thrived through many generations, always keeping in tune with the times to meet its demands. This is simply the next phase in our journey, which will continue to focus on making a real difference in our investors’ lives.  We will continue investing in our people, our technology platforms and our relationships with clients and distribution partners, to maintain our focus on delivering long term investment excellence. We will also continue to focus on our values and principles and always do the right things for our clients with the highest integrity.”

     

     

  • Until recently with Nestle, Chandrasekar Radhakrishnan has been appointed to the position of Vice President – Strategy & Insights, Coca-Cola India & South West Asia

    Chandru chala Coca-Cola!

    By A Correspondent

     

    Chandru chala

    Coca-Cola India announced changes to its leadership structure. Chandrasekar Radhakrishnan has been appointed to the position of Vice President – Strategy & Insights, Coca-Cola India & South West Asia. Until recently with Nestle, Chandrasekar (or Chandru as he’s known in the A&M fraternity), will take charge of the strategic initiatives for the company to accelerate the pace of innovation and assess opportunities to offer a much broader and deeper portfolio of beverages for the consumers.

     

    Announcing the change, T Krishnakumar, President, Coca-Cola India & South West Asia said: “We believe there are significant opportunities that lie ahead of us to grow our portfolio and meaningfully penetrate the market. These changes will address developing business needs and pave the way to develop a stronger portfolio for the future. It also reinforces our commitment towards investing in talent development.”

     

    Sundeep Bajoria

    Also, Sundeep Bajoria, a veteran in the Coca-Cola system, has taken over as Vice-President – South West Asia (SWA) Operations from his earlier role of Vice President Strategy and Insights.

     

     

  • The three colours, along with the Ashoka Chakra, were translated in Braille, and cast on a flag made of cement concrete

    MP Birla Cement celebrates Independence Day with a twist

    By A Correspondent

     

    MP Birla Cement, in association with the Lighthouse for the Blind, Kolkata, designed a unique national flag on the eve of Independence Day. Those who had never seen the tricolour with their eyes could now feel it with their fingers. The three colours, along with the Ashoka Chakra, were translated in Braille, and cast on a flag made of cement concrete. The significance of the colours and the symbol was embossed next to them. Once made, the flag went to the students of The Lighthouse for the Blind.

     

    Said Sandip Ranjan Ghose, Executive President, MP Birla Cement: “This was a humble effort on our part to celebrate ‘inclusion’ on our nation’s Independence Day by also bringing in differently abled children into its fold. The initiative resonates with our organisation’s core values of – heart and strength.”

     

    Added Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata: “The glory of our waving flag is a heritage that belongs to every Indian. We simply wanted to share it with those who are deprived of its vividness. After all, freedom is everyone’s birthright.”

     

     

  • It has been conceptualised by ADK Fortune – #EkRakhiAur

    Schmitten Moments promotes equality via latest ad campaign

    By A Correspondent

     

    Schmitten Luxury Chocolates has launched its new initaitive, #EkRakhiAur, that urges sisters to tie not one, but two Rakhis to their brothers. The second Rakhi is a promise of respect, where the brother supports the sister to live her life on her own terms.

     

    Said Jayesh Desai, Founder and Chairman of Rajhans (Desai-Jain) Group: “Schmitten is a chocolate for the modern generation. In a category replete with heart-warming campaigns, we want to deliver a mature opinion. It is our aim to initiate change and address societal issues. #EkRakhiAur addresses one of the most pertinent issues of the day – of giving women their due right. #EkRakhiAur is a defining step towards achieving this goal.”

     

    Added Rishabh Verma, Marketing Head of Schmitten “The festival of Raksha Bandhan needs to address the gender inequality that still exists in many Indian homes. Our latest initiative showcases the evolving relationship between a brother and sister through the brand lens. Schmitten wants to have a meaningful role in every special occasion such as that of Rakshabandhan and make these moments memorable.”

     

    Said Akashneel Dasgupta, National Creative Director, ADK-Fortune: “With #EkRakhiAur, we are trying to start a new tradition of equality. A modern brother believes that respecting women starts at home. Which is why the second Rakhi stands for a promise of respect and acceptance of the sister’s freedom. The sister thanks the brother for supporting her decisions. This should be the ideal kind of status-quo between siblings.”

     

     

  • The new campaign marks the evolution of Axis Mutual Fund brand by playing the role of a credible and responsible asset management company

    Axis MF explains why it is The Responsible Mutual Fund’

    By A Correspondent

     

    Axis Mutual Fund has launched a new brand campaign – The Responsible Mutual Fund. It is based on the key Insight that investors know that mutual funds over longer term tend to give superior returns, compared to traditional instruments. Though investors are ready to experiment and invest in mutual funds, they are a little fearful.

     

    Explaining the rationale for the brand campaign, Chandresh Nigam – MD & CEO, Axis Mutual Fund said:“The campaign features our brand philosophy, ‘To provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being The Responsible Fund House. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.”

     

     

  • Based out of Mumbai, Sinha will report to Kartik Iyer, President Media Brands and Amplifi

    Kumar Deb Sinha moves from Wavemaker to Dentsu’s Story Lab

    By A Correspondent

     

    Kumar Deb Sinha

    The Story Lab (TSL), the specialist content agency from Dentsu Aegis Network, has roped in Kumar Deb Sinha as the new country head for its India operations. Based out of Mumbai, Sinha will report to Kartik Iyer, President Media Brands and Amplifi – Dentsu Aegis Network India and the Executive Sponsor for TSL in India.Prior to this, Sinha was National Director – Content at Wavemaker India, a GroupM Company.

     

    Commenting on Sinha’s appointment, Iyer said, “We are very happy to have Kumar Deb Sinha on board. The StoryLab aims to be a significant player in the burgeoning content ecosystem of India with a clear positioning. And we are confident that Kumar, with his experience and expertise, will help us take this ambition forward.”

     

     

  • SBI Life is one of the largest Life Insurance players in the category

    SBI Life appoints Mullen Lintas & Mindshare

    By A Correspondent

     

    SBI Life in its effort to establish a deeper connect with its consumers has appointed Mullen Lintas as creative agency and Mindshare as its media agency, following a closely contested multi agency pitch.

     

    Ravindra Sharma

    Said Ravindra Sharma, SVP & Chief of Brand & Corporate Communication, SBI Life: “In today’s landscape where new marketing tools and techniques are launched every other day, staying imprinted on the minds of consumers is a continuous challenge. As a brand SBI Life is building a culture to connect with consumers emotional motivations, which are deep-rooted in their need for protection. In this context the strategic thought process and approach presented by Mullen Lintas and Mindshare aligned with our brand ethos reinforcing our confidence to bring them on board.” He further added. “We look forward to see both agencies jointly deliver on developing a unique refreshed communication for SBI Life, which will create a deeper emotional connect with our consumers”.

     

    Amer Jaleel

    Said Amer Jaleel, Chairman at Mullen Lintas: “The (SBI Life) brand has created some really memorable work in the past which we hope we can build on to take the brand higher. I am personally excited at coming back into the life insurance space again. I have a lot of fond memories of working at Lowe with Balki on the category and am really excited for this new journey,”

     

     

    Prasanth Kumar

    Commenting on the win, Prasanth Kumar, CEO, Mindshare, South Asia, MENA and Africa noted: “Being one of our esteemed client partners, this is a joyous moment for us that SBI Life is continuing our relationship. We appreciate the renewed opportunity by SBI Life as we now look forward to strengthening our delivery across brand strategy coupled with insightful data, engaging content and innovations to contribute to the brand’s success.”

     

     

  • Royal Rest is a leading manufacturing and trading company of mattresses, furniture and furnishing accessories in the Middle East and Asia

    WATConsult wins Royal Rest’s digital and creative duties

    By A Correspondent

     

    WatConsult has bagged the digital media mandate of Royal Palace Group’s -Royal Rest, a leading manufacturing and trading companies of mattresses, furniture and furnishing accessories in the Middle East and Asia. Along with handling the creative duties of the brand, the agency will manage the entire digital assets, including media planning and buying across India and UAE.

     

    Speaking on the development, Rajiv Dingra, Founder and CEO, WatConsult said: “We are glad to partner with Royal Rest for their digital and creative duties. Through our endeavours, we plan to strengthen brand visibility and presence across markets. We look forward to developing strategic ideas and define the brand’s language in the digital space.”

     

    Added Suji Sugathan, Director, Royal Rest: “The partnership with WatConsult will be a great exposure for Royal Palace Group in a digitally dynamic competitive space. In an online space where there is so much information flowing every minute; we are confident that together with proper strategy and planning we will ensure the brand’s objectives are achieved. We are looking forward to this as a long lasting relationship”