MxMIndia

Category: MARKETING

  • The agency will continue to handle the social channels, website and digital duties of the brand

    IdeateLabs retains the digital mandate for RR Kabel

    By A Correspondent

     

    Ideate Labs has retained its creative and digital duties for RR Kabel. As a part of the mandate, Ideate Labs will provide end-to-end digital marketing services including creative, social media and performance campaigns to RR Kabel.

     

    Kirti Kabra

    Said Kirti Kabra, Director, RR Kabel: “We are glad to extend our association with IdeateLabs as our digital partner. Ideate Labs comes with the right mix of strategic insights, digital expertise and in-depth knowledge of the category and markets we are operating in. Having conceptualized and executed some of the most innovative social media campaigns, we believe Ideate Labs will help us creatively expand our digital reach across the global market.”

     

    Christopher Higgins

    Added Christopher Higgins, Business Head, Ideate Labs: “It’s been a year of great account wins for us at Ideate Labs and we feel extremely honoured to be chosen to work on a brand like RR Kabel for the second year in a row. Their patience to get the right solution and appreciation for quality is something we have already enjoyed in the short span of working together. Together we have successfully delivered some great digital campaigns like the Bridging Distance, and UCT. Currently we are working on digital promotion of #AkalmandBanoSahiChuno video campaign featuring Akshay Kumar as well as rolling out AI-driven chatbots across nine websites. We are extremely positive about this partnership and look forward to delivering more clutter-breaking campaigns and driving business growth across all digital marketing platforms for RR Kabel and RR Global.”

     

     

  • The ad features actor Ayushmann Khurrana and actress Anupriya Goenka

    Coca-Cola’s Diwali ad on connecting cultures

    By A Correspondent

     

    With the theme ‘Iss Diwali, Har Dil Bola Tere Naam Ki Coca-Cola’, the new Diwali campaign of Coca-Cola India has launched a new TV commercial which has been created on the core message of connecting cultures, featuring actors Ayushmann Khurrana and Anupriya Goenka.

     

    Said Shrenik Dasani, Vice President- Sparkling Category, Coca-Cola India, “Diwali is a special time of the year which we seek to celebrate at home, with those we love and consider ‘our own’ people. Sometimes though, we find ourselves away from home and while we celebrate, we are always thinking about that feeling of being among ‘our own’ people – our family, friends and those who share our cultural background. With this in mind, Coca-Cola’s Diwali campaign brings to audiences a message of sharing and celebrating moments of joyful human connection. It gives a festive call to take that small step and make someone’s Diwali more special, so that they are among ‘their own’ people no matter where they happen to be!”

     

    Added Prasoon Joshi, Chairman – Asia Pacific and CEO and CCO India, McCann Worldgroup: “India is a beautifully diverse country and specially when it comes to festivals, we have a lot to celebrate and share. This campaign is trying to suggest that let’s know each other’s festivals better and celebrate them together for a more united and connected world.”

     

     

  • The refreshed look was unveiled by actor and brand ambassador Akshay Kumar

    Eveready unveils new revamped look

    By A Correspondent

     

    Celebrating 25 years of its tag line ‘Give Me Red’, Eveready Industries India Limited, (EIIL) has unveiled a new logo. The refreshed look was unveiled by Akshay Kumar, actor and brand ambassador of EIIL.

     

    Speaking on the occasion, Amritanshu Khaitan, Managing Director, Eveready Industries India said: “The brand Eveready is synonymous with power and energy. Over the years, the brand has evolved to address the needs of young India and speak their language. Twenty-five years of ‘Give Me Red’ is a milestone which we are extremely proud of. It reiterates our commitment to ensuring that every Eveready product is trustworthy, reliable and authentic.”

     

    Speaking on the refreshed avatar, Anil Bajaj, Senior Vice President – Marketing and Sales said: “Even today through our product offerings, we want to better people’s lives, be it through DigiLED technology in our flashlights, 100% brass flashlights, or the best in class Lumens/Watt for our LED bulb range. The unique designs and features in our appliances are few of the many technological advances brought to India in our endeavour to give cutting edge solutions to our consumers.”

     

     

  • InDigital Mumbai offers 700+ television channels in SD & HD plus 40 radio stations

    IMCL launches its ‘I Am Mumbai, I Am InDigital’ platform

    By A Correspondent

     

    IMCL, part of the global Hinduja Group, announced the launch of ‘I Am Mumbai, I Am InDigital’, a new offering that will pioneer the next era in digital broadcasting and communications. This digital initiative will provide 700+ SD and HD television channels and 40 radio stations. This upgrade has been facilitated through deployment of innovative and cutting-edge technology.

     

    Said Vynsley Fernandes, CEO, IMCL: “Along with NXT Digital and ONE Fiber, IMCL is the only integrated digital distribution platform in the country, connecting customers through digital cable, satellite and broadband. Coupled with next-generation devices and expansive content, we believe that our customers will get access to a world class 360-degree digital entertainment experience.”

     

     

  • To highlight to consumers the importance of Iodine in their nutrition, the letter ‘I’ was removed from editorial content and logos in leading newspapers

    Madison executes a multi-media innovation for Tata Salt

    By A Correspondent

     

    Madison Media executed a multimedia innovation for its client Tata Salt on the occasion of World Iodine Day which was on October 21, 2018.  Building on the thought of the Missing I conceptualised by Tata Salt and its creative agency Ogilvy, Madison Media got media partners across TV, print and digital to come together and make editorial changes to make the campaign a huge success. To highlight to consumers the importance of Iodine in their nutrition, the letter ‘I’ was removed from editorial content and logos in leading newspapers, e-papers, TV news channels and social media.

     

    Said Sagar Boke, Marketing Head, Consumer Products Business, Tata Chemicals: “In 1983, Tata Salt played a key role in the iodisation movement in the country by launching India’s first branded iodised salt. On Global Iodine Deficiency Day, we wanted to emphasise the importance of Iodine in daily diet, in an engaging manner. The “#MissingI” campaign communicated the health benefits of Iodine through innovative media touch points.  We are committed towards catalysing the nation free of Iodine deficiency disorders, and making India healthy. Tata Salt’s genesis was in serving a national need, and we are proud that we continue to stay true to our motto of ‘Desh ki Sehat, Desh ka Namak’.”

     

    Added Vikram Sakhuja, Group CEO, Madison Media and OOH:“Tata Salt has championed the cause of iodine deficiency for decades with its iodised salt, and its commitment towards Desh Ki Sehat with its Desh Ka namak. In its latest initiative this World Iodine day on Oct 21, the critical issue of iodine deficiency has been raised through a multimedia campaign for #MissingI across Newspapers, TV, Online Display and Social. In this campaign consumers are exposed to text with the letter i missing, and then reminded to check if the “I” is missing from their body too. It was exciting to execute this campaign across Media in record time.”

     

     

  • Commemorates 25 years in India with a digital film that urges people to keep striving

    Arrow encourages professionals to keep aspiring for more

    By A Correspondent

     

    Marking its 25th anniversary this year, Arrow has unveiled a new campaign titled ‘Best is yet to come conceptualised and executed by What’s Your Problem Brand Solutions.

     

    Said Sumit Dhingra, CEO, Heritage Brands Division, Arvind Fashions:“Trusted as the expert workwear brand for the discerning Indian professional; Arrow has been at the forefront of legacy and innovation for the last 25 years in India. But not one to rest on its glory, through this campaign, we want to urge the young or old, working or entrepreneur, sportsman or director; to continue their journey for perfection, knowing well that their best is yet to come. It was a privilege shooting with OP Khanna, mirroring his quest to keep going even at 82 is inspirational.”

     

    Added Amit Akali, Founder and Creative Head and Aditi Naikar, Creative Supervisor, What’s Your Problem Brand Solutions (WYP):“When our Strategy team shared this philosophy, we resonated with it personally too. While the ‘best is yet to come’ as a belief is inspirational for someone irrespective of their experience, what better way than bringing it alive with an 82-year-old business achiever, now retired for over 25 years. Rarely has a fashion brand dared to use an old man as a model.  With Arrow’s team of designers, international stylists, make-up artists and photographers, we set about making him look better than he’s ever looked before. This was a live activation, captured on film by Director Prasad Naik and his team at Fusion films. We all realized that O. P. Khanna’s story was so inspirational, we just had to do justice to it by capturing its reality – at the same time Arrow is a fashion brand, and I think Prasad has managed to make it both, a fashion film and an emotional documentary.”

     

     

  • BARCs newsletter on advertising in the festive season throws up exciting insights

    Maximising adsales in the festive season

     

    Text courtesy BARC, slightly edited for the introduction

     

    TV in India remains the most penetrated medium at 66% and with 100 million households yet to own a television it will only soar further. The year-on-year growth is seen across viewership – content and ads; as well as across the number of advertisers and brands wooing these growing viewers. While spikes in viewership could be fuelled by unplanned happenings and topical events, there are special events where television plays the role of a common entertainer for the entire family where collective television viewing by the family members becomes a part of the festivities.

     

    Broadcasters on their part, make these days attractive for the viewers through compelling and clever programming and scheduling. Increase in viewers results in increase in advertisers as well. As we step into the festive season, BARC helped in decoding the advertising juggernaut and shed some light on how the viewers and advertisers evolved during festivals especially in the high decibel festival season from September to December.

     

    Television viewership has been rising over the last three years. The average weekly viewership of ads in India is growing steadily each year as well. From 2016 to 2018, the advertising impressions has increased by a phenomenal 45% from 521billion to 755billion with 2018 yet to witness its festive season. For the Jan to Aug 2018 period the average ad duration stands at 31 million per week, taking the total advertising volume to 1.07 billion for the same period.

     

    This growing viewership has seen endorsement from the advertising fraternity as well, with average weekly advertising volume clocking 31 million seconds from January to August 2018. The trend line for the last 36 months plotted against the monthly advertising volume is also on a growing trajectory.

     

    The peaks in advertising coincides with planned tentpole events – be it related to sports or national interest topics like budget and elections, or with the festive season. Please click on the link below for a more detailed account on advertising in the festive season over the last three years.

    Advertising During Festivals

  • VMLY&R India to handle strategic and creative responsibilities

    Oriflame mandates VMLY&R India to manage social media

    By A Correspondent

     

    VMLY&R India has won the digital mandate for Oriflame India following a multi-agency pitch. The agency has been entrusted with the task of providing strategic, content and creative inputs across various platforms within the social and digital ecosystem.

     

    Commenting on the partnership, Naveen Anand, Senior Director, Regional Marketing for South Asia, Oriflame said: “Social media is a very important part of Oriflame’s strategy to continuously engage with the consultants as well as end consumers. We are happy to have VMLY&R on board with their understanding of our business, brand and community.”

     

    Said Amandeep Singh Kochar, Business Head, New Delhi, VMLY&R India: “Oriflame is an iconic brand and has established itself in a great way in the Indian market. Digital has a very big role to play in its marketing and communication strategy and we are excited to be associated with the brand.”

  • Through this film the brand has used humour as a creative route to create awareness about pest infestation

    Hit unveils campaign around Diwali

    By A Correspondent

     

    Pest repellant Hit has launched a video that focuses on pre-Diwali house cleaning rituals in every Indian household..

     

    Said Sunil Katatria, CEO – India & SAARC, Godrej Consumer Products: “Godrej Consumer Products has always strived to make the lives of consumers brighter and better. Keeping this philosophy at the core, brand HIT has used a very quirky and creative approach to deliver a very serious message about cockroach infestation and its preventive measures. This humorous video is a fun way to coveys the message to the consumers. While consumers use various solutions to drive away these pests, that make them feel the problem is completely solved but in reality, roaches hide in remote and difficult corners of our home posing a serious threat to health and wellbeing and Lal Hit is an exceptionally convenient way of killing even the hidden cockroaches. It reaches the corners of the house through its nozzle to kill even the hidden roaches making the house infestation free.”

     

    Added George Kovoor, Group Creative Director, Ogilvy: “Godrej Hit has always delivered a very serious message in a light-hearted vein.  Carrying this style forward, we partnered with a maid turned stand-up comedian, Deepika Mhatre to create a content piece that is apt for this season, especially during the days approaching Diwali. Deepika skillfully weaves in the benefits of Lal Hit into her act and seamlessly delivers a product message using her signature brand of humour and style.”

     

     

  • Alok and Pinaki bring a cumulative cross-industry experience of over four-and-a-half decades to Orient Bell Limited

    Orient Bell appoints Alok Agarwal as Chief Marketing Officer

    By A Correspondent

     

    Pinaki Nandy
    Alok Agarwal

    Orient Bell Limited has appointed Alok Agarwal and Pinaki Nandy as Chief Marketing Officer and Chief Sales Officer respectively to its leadership team.

     

    Speaking about the appointments, Aditya Gupta, Chief Executive Officer, Orient Bell Limited, said: “It is our pleasure to announce the appointment of Alok and Pinaki to the leadership team at Orient Bell Limited. As consumers and expectations continually evolve, it is important for brands to stay one step ahead of them. We wish to maintain the nimbleness of a start-up in all our initiatives while leveraging on our strengths as one of the leading players in this industry as we move on to the next stage of our journey. With their rich experience across categories with established brands as well as start-ups, Alok and Pinaki will bring the right mix of maturity and agility that we need to succeed in the coming years. I look forward to their contributions in the days to come.”

     

     

  • The new TVC reiterates the brand's philosophy of ‘Customer-Inspired Innovation’

    Haier promotes new LED TV offering in latest ad campaign

    By A Correspondent

     

    Haier has launched its latest TVC based on the launch of Easy Connect LED televisions (B92OOWB series) in India. The new TVC primarily focuses on the user benefits of possessing the LED TV.

     

    The TVC, conceptualized and created in collaboration with Famous Innovations premieres across leading TV channels including prominent GEC, Movies, News and Sports channels. For a wider reach, the TVC will be aired on key regional channels in languages like Bengali, Kannada, Malayalam, Punjabi, Tamil, and Telugu.

     

    Commenting on the commercial, Eric Braganza, President, Haier India said: “At Haier, we constantly understand the needs and evolving lifestyle of our consumers. The new Haier Easy Connect LED TV series is an innovative solution designed for customers who don’t want any technology hassles with internet connectivity when it comes to entertainment. The TVC is created to shape a stronger connect with the users and also build a strong brand recall at the same time. Further, with the festivities around the corner, we want to be a part of our consumers’ celebrations and double their festivities with our exciting offers and a new product line up.”

     

    Added Raj Kamble, Founder and CCO, Famous Innovations: “We were working with a very simple, innovative product – an LED TV that can live stream from a smartphone without the need for WiFi or Bluetooth – and wanted to bring this feature to life in an interesting way. Given how strong the feature was, we decided that instead of doing an ad, we should create an entertaining product demo. The film revolves around an endearing precocious little girl as she truly represents today’s kids who love technology, are always a few steps ahead of the rest of us and never hold back from making that known. We hope the film will bring a smile to people’s faces even as the product makes their lives easier.”

     

     

  • As part of the new mandate, the assignment will involve using Columbus India’s expertise in the digital ecosystem

    Columbus Iwins search duties of HDFC Life

    By A Correspondent

     

    Columbus India has been appointed as the search agency for HDFC Life Insurance. The account was won following a multi-agency pitch and will be handled out of the agency’s Mumbai office.

     

    Commenting on the win, Vishal Subharwal, EVP – ecommerce & Digital Marketing, HDFC Life Insurance said: “We are happy to partner with Columbus for both our SEO and SEM accounts. We look forward to working with their team of experts to fortify our market leading position and help grow our revenues at optimal cost in a highly competitive, online market place.”

     

    Added Anurag Gupta, CEO, Columbus India: “It’s an absolute privilege to have won the SEM & SEO directive for a leading brand like HDFC Life Insurance. With this engagement, we will try to ensure that HDFC Life gets the best of Columbus India’s digital solutions and expertise, enabling them to increase their customer base and stay ahead of the competition.”