MxMIndia

Category: MARKETING

  • Winners across 19 categories were announced after a day of insightful discussion on Mobile trends in the Indian landscape at #ShapetheFuture

    Mindshare, Madison bag top honours at Smarties

    By A Correspondent

     

    The Mobile Marketing Association (MMA) announced winners of its 2018 Smarties India Awards held on Friday, September 28 in conjunction with MMA Forum India

     

    Mindshare India and Madison Communications led the most wins, receiving 14 and 7 awards respectively across 19 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Flipkart Internet was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year in Mobile’ while MTV Roadies clinched both the esteemed ‘Marketer of the Year’ and ‘Best in Show’ with ‘When India Dared to Stare’ by Madison Communications.

     

    Before the awards ceremony, the MMA Forum was held where topics around managing the complex marketing landscape, and mobile attribution was discussed. There were also conversations around mobile video and over-the-top (OTT) distribution.

     

    Said Priya Nair, Executive Director of Homecare Hindustan Unilever Limited, and Jury Chair of MMA Smarties India said: “This year’s winners exhibited beyond the brand’s story and connected with the user. Their campaigns showcased creative concepts and innovative technology that lead to real business impact. With so many outstanding and innovative campaigns competing against each other, the jury panel inevitably had a tough time choosing the winners. Congratulations to all, the awards are truly well-deserved.”

     

    Added Rohit Dadwal, Managing Director of MMA in Asia Pacific: “As more brands realise the importance of mobile marketing, producing outstanding campaigns becomes a challenge. The Smarties Awards encourages marketers and agencies to push beyond their comfort zone. Year after year, the standards and creativity put forth continue to impress us. I also believe that the Forum serves as a great launch pad for new ideas, which we will see in the upcoming Awards next year.”

     

     

  • The report released in collaboration with Kantar IMRB, estimates the number of mobile gamers in India to rise to 368 million by 2022

    MMA, Kantar IMRB unveil ‘The Power of Mobile Gaming in India’

    By A Correspondent

     

    The Mobile Marketing Association (MMA), with Kantar IMRB have released a report titled ‘The Power of Mobile Gaming in India’, offering the latest data and insights on mobile gaming trends in the country. With India’s mobile app market growing at breakneck speed, mobile gaming platforms are increasingly commanding a substantial share of the advertising pie. The report was released in association with POKKT, a smart phone advertising platform for mobile games.

     

    According to the report, three out of four Indian gamers play mobile games at least a twice a day, for an average of 60+ minutes, each day. Mobile gaming is also quite prevalent in Tier 2 and Tier 3 cities, with similar amounts of time spent on gaming by users in these regions. With over 250 million mobile gamers, India has emerged as one of the Top 5 gaming countries, globally. With so much time spent on mobile devices, there lies a huge opportunity for marketers to tap into the space.

     

    “While it is common to assume that gamers tend come from a younger generation, this research has proven otherwise, and removes the stereotypes of a typical gamer. By changing their perception of what a “gamer” is, marketers can tap into a relatively untouched space and reach out to a sea of customers. Furthermore, since 55% of gamers perceive ads to be more personalised on gaming platforms, there is a much higher level of acceptance,” said Rohit Dadwal, Managing Director of MMA in Asia Pacific.

     

    “The Indian market is already known to be a mobile-first economy. The fact that mobile gamers are on their devices twice a day or more, there is ample opportunity for marketers to get creative in the way they run their marketing strategy. Whether it’s through partnerships or simply putting in an algorithm to retarget customers, the potential for monetisation is huge,” added Moneka Khurana, Country Head, MMA India.

     

    Said Hemant Mehta, Managing Director, Kantar IMRB and Chief Strategy Officer, Kantar South Asia: “Consumers have taken to mobile gaming in a big way, yet it still remains a relatively untapped advertising channel in India. Our study shows that mobile gaming is truly mainstream today, attracting a wide range of audiences. Besides being a highly sticky medium, it offers high engagement levels akin to OTT platforms. Personally, one of the most interesting findings was the low resistance to in-game advertising, as compared to other channels. This is a golden opportunity for marketers to communicate with their consumers, especially since mobile gamers perceive in-game ads to be more personalized and relevant than traditional media,”.

     

    Added Rohit Sharma, CEO & Co-founder, POKKT: “POKKT has today more than 140 million monthly users who are average spending more than 60 minutes every day playing mobile games on average. On top of this we have built huge machine learning and data capabilities to do better targeting for advertisers. Brands can certainly benefit from advertising on mobile gaming platforms due to the longer attention span given to mobile games, agreeing with the fact that mobile games is a huge platform for mobile advertising in India.”

     

     

  • Kellogg’s India has collaborated with Sania Mirza to send out a message on liberating children of expectations

    Kellogg’s unveils video for UnBlushed series

    By A Correspondent

     

    Culture Machine’s digital channel Blush, along with Kellogg’s India has collaborated with Sania Mirza to send out a message on liberating children of expectations and setting them free to be individuals of their own choice.

     

    Said Sumit Mathur, Director Marketing (CMO) – India at Kellogg Company: “Today’s generation is living in a disruptive entrepreneurial age. The barometer that defined the norms of success and achievement in the society has moved away from conventional careers to people following their own passions. Kellogg as a brand, truly celebrates this rejuvenated mindset of people who strive towards a better day and a better quality of life. I feel our brand partners in their daily triumph of eating better by providing them with the right nourishment for their day. Therefore, when I came across this opportunity, I thought it was a great way to celebrate #NourishYourDreams where a mother reassures her future child that she will continue to nourish his/her dream despite pressure from peers and society.”

     

    Added Sharique Khan, Vice President – Brand Solutions, Culture Machine: “It is natural to be guided by parents, because it is first from them that the child learns about themselves and their world. However, if the parent doesn’t encourage the child to find a voice of his/her own as they grow into adults, it limits the spectrum of their experiences in life. And it is this connection, between parent and child that harmoniously brought Kellogg’s vision, Sania Mirza’s personal philosophy, and the storytelling of Blush together for this video.”

     

     

  • The company has partnered with one of India’s leading Stand Up comic Aditi Mittal for their digital campaign

    ICICI Lombard launches ad campaign to promote a healthy heart habit

    By A Correspondent

     

    ICICI Lombard has launched a campaign  titled ‘The Talking Elevator’ with stand-up comedian, Aditi Mittal.

     

    Speaking on the occasion, Sanjeev Mantri, Executive Director, ICICI Lombard said: At ICICI Lombard, we strongly believe in the adage, ‘Prevention is better than Cure’. With the ‘Talking Elevator’ campaign, we have created a unique and quirky conversation to motivate consumers to bring in fitness in their day to day life. Further, our communication focuses on the unique insight of consumers taking stairs for just a few floors. This is steps ahead of the conventional route adopted by brands of simply promoting the message of avoid taking the elevator.”

     

    Conceptualised by Ogilvy and executed by Mindshare, the video is being promoted across ICICI Lombard’s social media assets and digital platforms.

     

     

  • The agency will take charge of the mainline, digital and content creation duties for the brand

    Gozoop retains Mumbai City FC’s integrated marketing duties

    By A Correspondent

     

    Gozoop has retained the integrated marketing mandate for the Indian Super League (ISL) franchise Mumbai City FC for the third time. As part of the mandate, the agency will take charge of the mainline, digital and content creation duties for the brand.

     

    Commenting on the win, Ahmed Aftab Naqvi, Gozoop CEO & Co-founder said: “We have been helping top sports brands reach, engage and delight their fans across the world for a decade now with our best-in-class digital and creative capabilities. Throughout our association with Mumbai City FC, our focus has always been on pushing the boundaries and exceeding expectations to create a multi-dimensional plan for marketing the brand across new-age channels. We are looking forward to give our best to the team once again. Mumbai City FC is very special for us especially since we are based out of Mumbai. We have a team which specialises in sports and will be giving in their best to make this season a successful one in every way possible.”

     

    Added Indranil Das Blah, CEO of Mumbai City FC: “Gozoop’s understanding of our Team, category, passion for sports coupled with their understanding of the sports fans from Mumbai, made them the perfect partner for us. This is the third year of our association and we believe that our work will be able to better our relationship with fans even further across all touch points.”

     

     

  • The film has been conceptualised and scripted by Grey India

    Father-son relationship comes full circle in latest ad campaign by Raymond

    By A Correspondent

     

    Raymond has launched its new ‘Complete Man’ TVC that takes viewers through the heart-warming journey of how a father-son relationship evolves over time.

     

    The film has been conceptualised and scripted by Grey India and directed by American director Rudi Schwab. Said Sandipan Bhattacharyya, Chief Creative Officer, Grey India: “It’s always challenging when you need to engage the viewer emotionally in a passage-of-time story, even more so when you need to crunch it into 45 seconds. I think this story says something very important to all of us. We live in frenzied, fast-paced times and easily overlook the value of reliving and giving back some joy to our ageing parents. If this film makes someone pause and think a moment about an elderly parent, it would have done its job.”

     

     

  • Conceptualised by Enormous, the unique ad campaign is launched to promote the Halonix Prime range of Inverter LED bulb

    Halonix promotes its LED inverter bulb range in latest ad campaign

    By A Correspondent

     

    Halonix has launched an Inverter LED bulb under its sub brand Halonix Prime. It has unveiled an ad campaign showcasing love-hate relationship of kids with its new innovative Inverter LED bulb, which continues to light up even after power cuts, thereby ensuring that kids do not skip their study time during power cuts in the late evenings.

     

    Conceptualised by Enormous, the TVC showcases the product as most ‘hated bulb’ of the country especially so by kids who now cannot skip studying during of power cuts. Parents, however, are happy to have found the right solution for an uninterrupted study time.

     

    Commenting on the launch of the new ad campaign and its relevance Rakesh Zutshi, Managing Director, Halonix Technologies, said: “We are truly excited to launch our new TVC that carries forward the spirit of solving ‘real’ problems faced by our consumers. I am confident that the innocence of the children and the playfulness of the advertising will make it a very memorable and endearing brand campaign”.

     

    Speaking on the campaign, Ashish Khazanchi, Managing Partner, Enormous said: “It takes guts for a client to start the ad by introducing his product as the most hated bulb in the country. As the story unfolds, one realises that behind the tongue-in-cheek message that is delivered is a fantastic product.”

  • The agency won the account following a multi-agency pitch

    Isobar India wins digital mandate of Marks & Spencer

    By A Correspondent

     

    Isobar India has bagged the digital mandate for Marks & Spencer. The agency won the account following a multi-agency pitch and will now manage it from its Delhi office.

     

    James Munson

    Commenting on the association, James Munson, Managing Director – Marks & Spencer said: “We look forward to working with Isobar India as our digital partners. Isobar demonstrated a well-rounded understanding of M&S and our audience, which has led to this partnership. We look forward to integrating our marketing strategies with their creative intellect on digital marketing.”

     

     

    Gopa Kumar

    Added Gopa Kumar, Executive Vice President, Isobar India: “We’re excited and proud that Marks & Spencer has appointed us to manage their digital duties. We are looking forward to make their digital presence stronger and create a great brand narrative as we move forward.”

     

     

  • Instead of just airing the film as a TVC, V-Guard decided to launch the communication exclusively on Facebook

    V-Guard unveils new communication for wires

    By A Correspondent

     

    V-Guard Industries has launched a campaign for its new category proposition for wires – ‘Long Lasting Wires’.

     

    Said Nandagopal Nair, Vice President & Head – Brand & Communications at V-Guard Industries: “Wires being a low involvement category, we were seeking a new conversation that will differentiate our brand from the rest of the category. After considerable research with both consumers and influencers we arrived at the long-lasting proposition. We were bang in the middle of the new journey of the brand and the brief to the agency was to create another endearing piece of communication that will give a new meaning to V-Guard wires, using the new proposition. We believe that the new communication created is warm, emotional and ties in with the new brand values and will create a differentiated positioning for V-Guard wires.”

     

    Commenting on the campaign Kaustav Das CEO and Strategic Head, Ralph & Das, the agency behind the work said: “This is a unique opportunity we had to do justice to. Rarely does one arrive at a discriminator as sharp, simple and single-minded as long lasting wires.”

     

     

  • The Glam-Tram was unveiled at Nonapukur tram depot at Mallick Bazaar, Kolkata

    FBB glams the Kolkata tram

    By A Correspondent

     

    As the city of Kolkata gets set for Durga Pujo, FBB has introduced the first ‘Glam-Tram’, a fashion-on-wheels which has transformed the good ol’ tram into a fashion store on wheels. The Glam-Tram was unveiled at Nonapukur tram depot at Mallick Bazaar, Kolkata.

     

    Raj Banerjee

    Said Raj Banerjee, Head of Marketing East, Future Group: “With a sense of pride, Brand FBB creates history by making a Glam-Tram, go round the city, telling people to come and experience India’s first fashion hub on wheels. I quietly feel humbled and blessed that we have made the impossible possible. I can only say that, to have been able to fructify the concept and put them on wheels today has been the first step to success when a tram moves on the tracks of Kolkata. The real success will come when Kolkata will cheer and post thousands of selfies on various social platforms while shopping in the tram, making it one of the most happening spots of the city. Knowing the kind of steep task in hand to create such an iconic property, we were happy to have Signpost India as our partner and kudos to their team to have done such a wonderful job.”

     

    Dipankar Chatterjee

    Added Dipankar Chatterjee, Managing Partner, Signpost India: “For the irst time in the OOH advertising industry anywhere in the world, a tram gets a fashion makeover. Signpost India feels proud to have created this visual delight in association with fbb and looks forward to many more in the future”

     

     

  • The team at Grey Gurgaon office will service the account

    Grey bags creative mandate of Maharishi Ayurveda

    By A Correspondent

     

    Grey Group India has bagged the creative duties of Maharishi Ayurveda. The account was won following a multi-agency pitch process and competed with top agencies in the pitching process held in Delhi-NCR. The team at Grey Gurgaon office will service the account.

     

    Yashaswini Samat

    Said Yashaswini Samat, Chairman and Managing Director, Grey Group India: “The Grey India team and especially Grey Gurgaon is excited and geared to work with Maharishi Ayurveda. We feel the timing for such products and its offerings is key to addressing a number of issues people face today on a daily basis. From stress to aging to vitamin deficiencies, these problems are caused by natural circumstances and need a solution that also comes from a natural source, and Maharishi Ayurveda has those answers. At Grey, we pride ourselves on our ability to turn communication into effective communication and the team is geared and ready to do famously effective work.”

     

    Added Ram Shrivastava, Director – Marketing and Head of Global Expansion, Maharishi Ayurveda Products: “This is a crucial time for us to strengthen our foothold in the Wellness segment, we have always been known for top quality ayurveda products and we needed a creative partner to take this word out to health seeking consumers who can really benefit from what we have to offer. With the consumer insight and the creative approach, we feel confident in partnering with Grey India to take this mission forward.”

     

     

  • Consumers need to log on to www.wineasy.shop to upload their invoice, write a slogan and be eligible for the weekly draw

    Times group conducts ‘WinEasy’ to incentivise readers

    By A Correspondent

     

    The Times of India group has launched a big bang promotional initiative called ‘Win Easy’ which started in the Ganesh Chaturthi week and will end around Diwali.

     

    The aim of the nine-week exercise is to build up the festive fervour by encouraging consumers to shop to their heart’s content and get rewarded for it. The contest will be open to all consumers who shop for more than Rs. 2500 by purchasing products of any of the brands advertised in the Times Group publications viz., The Times of India, The Economic Times, Mirrors, Navbharat Times, Maharashtra Times, Ei Samay and Vijay Karnataka.

     

    Consumers need to log on to www.wineasy.shop to upload their invoice, write a slogan and be eligible for the weekly draw. The draw will happen every week (defined as Monday to midnight of Sunday) and invoices dated within a respective week will be eligible for that week’s draw.

     

    Notes a communique: “Thanks to Win Easy, brands now have one more reason for advertising in the Times Group publications, as consumers are incentivised to purchase their products. The more they advertise, the more they stand to gain.  Consumers stand to win a car every week. Other prizes include 40 inch TVs, Smartphones and 2gm gold coins.”