MxMIndia

Category: MARKETING

  • The tool combines historical data with machine learning to calculate advertising budget for every product

    Merkle Sokrati unveils proprietary bidding tool for eRetail Marketing

    By A Correspondent

     

    Merkle Sokrati, the data-driven performance-marketing agency from Dentsu Aegis Network, has introduced a proprietary smart bidding tool for retail brands selling on online marketplaces such as Amazon.in.

     

    The tool combines historical data with machine learning to calculate advertising budget for every product (bid) every hour 24×7. These real-time bid changes are based on user intent, seasonality and sales trends. Retail brands with a wide range of products can optimize advertising spends across product categories to individual products with this data-driven bidding tool.
    Said Merkle Sokrati CEO Anubhav Sonthalia: “Having myself worked at Amazon, I can promise that they are in it for the long haul and will end up redefining the industry as we know it. We have seen strong traction for Amazon Advertising with our Merkle US counterparts, and we expect India to do the same. With this intelligent bidding tool, we are introducing a volume- and competition-tested smart bidding tool to this geography. We believe this will become a competitive advantage for optimising Amazon’s ad inventory which is still relatively new to Indian marketers. As through our history, we continue to focus on bringing high ROI solutions for our marketers.”

     

     

  • Dentsu Impact is going to be Mobiistar’s creative, communication strategy, advertising and branding partner

    Dentsu Impact wins creative mandate for Mobiistar in India

    By A Correspondent

     

    Aniruddha Deb

    Vietnamese smartphone brand Mobiistar, which entered the Indian smartphone market in May this year, has awarded its creative duties to Dentsu Impact.

     

    Following a multi-agency pitch, Dentsu Impact has bagged the creative mandate for Mobiistar. With an aim to be one of the leading handset brands in the sub 10k segment, the company is in process of roping in over 3000 employees and bolstering its presence pan India. Additionally, the company has already partnered with 600 distributors across the country and has over 1000 service centers pan India.

     

    “While we entered the country in May, we wanted to highlight our strong commitment towards the country by establishing ourselves more deeply into its ecosystem. Hence to reach out to the discerning smartphone consumers, we have roped in Dentsu Impact as the brand’s creative partner in India. The team at Dentsu Impact will work closely with the Mobiistar team for the offline launch strategy and the communication roll-out pan India. We are excited about the possibilities and are going to be quite aggressive in this extremely busy category,” said Aniruddha Deb, Chief Marketing Officer, Mobiistar.

     

    Commenting on the win, Amit Wadhwa, President, Dentsu Impact says “We are excited to partner Mobiistar as this gives us the canvas to build this compelling brand in the Indian market. The category is extremely competitive, and it is not just about getting the right pulse of the market but also about getting the right handle on the mediums today.”

     

    Dentsu Impact is going to be Mobiistar’s creative, communication strategy, advertising and branding partner.

  • The campaign idea reflects the changing times where the responsibility of household chores is happily shared between the couple

    Mullen Lintas executes a warm campaign for Havells Home Appliances

    By A Correspondent

     

    In a new campaign conceived by Mullen Lintas, Havells has repositioned itself with a message: ‘Saath Ki Life, Sukoon Ki Life’ (meaning ‘living together, peacefully’).

     

    Said Amit Tiwari, Vice President, Marketing, Havells India: “The home appliance category has seen the entry of many new players as well as existing players ramp up their efforts to target consumers aggressively. In this competitive market scenario the need of the hour was to position the brand as an excellent solution provider, who not only provides great products but actually helps them with their household work. I believe the campaign captures the essence of Havells as a brand beautifully and will help consumers connect with the larger proposition of deeper into homes.”

     

    Commenting on the campaign, Amer Jaleel, Group Chairman and Chief Creative Officer, Mullen Lowe Lintas Group said: “Usually electronics and appliances brands are going for typical aspirational values. The family in the ad should look upmarket, the home needs to have a particular class to it, we need to up-pitch our brand in relation to the competition. Refreshingly Havells is anything but typical! We decided to be aspirational but emotionally. So the brand is now repped by a couple right at the beginning of their life together and Havells’ appliances form the basis of their home bond. Romance blooms by working together in a synced way is the theme of our Aadhaa-Aadhaa brand idea.”

     

     

  • Blue Star aims to communicate trust by way of this film

    Blue Star’s latest film celebrates 75 years of trust

    By A Correspondent

     

    On the occasion of company’s 75th anniversary, Blue Star has rolled out its latest film that is just not a celebration but a reflection of what has been achieved in all these years.

     

    Said B Thiagarajan, Joint Managing Director, Blue Star: “Blue Star is much more than air-conditioning and refrigeration, with its presence extending to electrical, plumbing, fire-fighting projects as well as facility management, and water and air purification, amongst others. The brand caters to a wide range of residential and commercial customers, along with being market leaders in several categories. We are proud to be celebrating our 75th anniversary this year, and the new TVC attempts to showcase our multi-faceted identity. The ad conveys, in a subtle yet evocative manner, that our pedigree over the decades has been built due to the trust that our customers have in us, with a focus on our new tagline ‘Built on Trust’, and a promise to keep reinventing ourselves as we move forward towards our centennial.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Very few people are aware of Blue Star’s omnipresence in India. They rely on Blue Star’s products and services on a daily basis without actually knowing that they are doing so. The creative task was to simply bring this alive. And with the invisible Blue Star Expert we were able to do just that.”

     

     

  • It features brand ambassador Sonam Kapoor Ahuja

    Traworld launches ‘The World is Your Ramp’ ad campaign

    By A Correspondent

     

    Traworld, the luggage brand from the house of High Spirit Commercial Ventures, has launched its ad campaign ‘The World is Your Ramp’ featuring Sonam K Ahuja as the face.

     

    The advertisement strategy has been conceptualised and driven by Makani Creatives. Commenting on the association, Tushar Jain, Founder and Managing Director of HSCV, said: “We are delighted to sign Sonam K Ahuja as a brand ambassador for our brand Traworld as she is the true embodiment of what the brand stands for. We see a deep connect with regards to her style and the elite urban population who can easily relate to her as their fashion icon. We couldn’t have had a better choice to represent the brand than her and Makani Creatives also delivered phenomenally well on brand positioning and marketing with their creative acumen”.

     

     

  • Both actors will endorse portfolio consisting of Magic Moments Music Studio, Magic Moments Remix Music Studio, Magic Moments VERVE Music Studio and Electra Music Studio

    Magic Moments ropes in Jacqueline & Kartik Aaryan for campaign

    By A Correspondent

     

    Magic Moments Music Studio, the premium brand of Radico Khaitan, has launched its new TV campaign recently. The campaign theme centres around the brand tagline ‘Make Every Moment a Magic Moment’ featuring brand ambassadors Jacqueline Fernandez and Kartik Aaryan as the main protagonists.

     

    Speaking on the new campaign launch, Abhishek Khaitan, MD, Radico Khaitan said: “We are thrilled to launch the new exciting campaign of Magic Moments that is aimed to inspire the young and those who are young at heart. Magic Moments signifies energy, fun, zeal and zest. Our new brand ambassadors Jacqueline Fernandez and Kartik Aaryan are synonymous with what we stand for – distinctive flavour with a confident and sparkling personality”.

     

    Added Akashneel Dasgupta, National Creative Director, ADK-Fortune Communications: “There are three key characters in this campaign Jacqueline, Kartik and the city of Budapest. It has probably happened to quite a few of us, that we meet someone in an unexpected place and spend a few magical moments with them that gets etched in our minds forever”.

     

     

  • PNB MetLife has launched a campaign that highlights a homely situation with a touch of humour

    PNB MetLife unveils its customer service AI app

    By A Correspondent

     

    PNB MetLife has launched a customer service app powered with Artificial Intelligence (AI) and speech recognition capabilities. To announce the launch of this app, PNB MetLife that highlights a homely situation with a touch of humour.

     

    Explaining this satirical choice of script, Nipun Kaushal, Chief Marketing Officer, PNB MetLife said: “PNB MetLife’s innovation journey began with Convrse, a virtual reality initiative. And our customer-centricity lens was taken forward with ‘Khushi’.”

     

     

  • After the hugely successful IPL campaign, the food delivery platform launches 4 new commercials that are a refreshing take on the everyday lives of new-age Indian families

    Swiggy campaign targets modern-day families

    By A Correspondent

     

    Swiggy has launched its third series of television commercials and digital campaign conceptualised by Lowe Lintas and produced by Corcoise Films.

     

    Said Srivats TS, VP – Marketing at Swiggy: “Swiggy’s TVCs have consistently communicated to consumers in extremely relatable ways. The Swiggy karo, phir jo chahe Karo!, campaign celebrates three aspects of the modern Indian family- Super Moms, Food and Swiggy. It delves into how families of today are increasingly choosing to invest their time in connecting with loved ones and learning something new, while leaving the task of getting a meal on the table to Swiggy!”

     

    Added Hari Krishnan, President, Lowe Lintas: “This is a campaign that is meant to increase penetration for Swiggy amongst the household segment most of whom are non-users or infrequent users. We had to strike a balance as a brand that aids or enables great food experiences rather than replaces the food that is made at home. We’re happy to have hit the sweet spot, once again”

     

     

  • This time, Netmeds has moved from the boardroom to the locker room

    Dhoni moves to locker room in latest Netmeds film

    By A Correspondent

     

    Netmeds.com has used its star ambassador MS Dhoni in another brand campaign.

     

    Said Pradeep Dadha, Founder & CEO, Netmeds.com: “We’ve become the online pharmacy market leader by realising the need for intelligent, far-reaching and quick healthcare solutions in urban and rural areas, and fulfilling that need. A nation battling an annual rise in chronic diseases and faced with a shortage of doctors and limited access to medicine in 3rd and 4th tier cities and towns, needed a gamechanger. That’s how we see our role and the public is telling us they agree.”

     

    Arun Pandey, Chairman of Rhiti Sports, the company that manages M S Dhoni’s commercial interests exclusively said. “We are happy with the way the latest TVC has come out and are glad that we have partnered Netmeds in an effort to make healthcare more accessible in India. Last mile delivery is one of the most crucial aspects of a Digital Service ecosystem and we are glad that Netmeds has taken it as a high priority to increase the accessibility of medicines especially in the semi-urban and rural areas.”

     

     

  • It comprises a set of shorter 19 sec films, print, outdoor, radio spots, digital engagement and on-ground activation

    Asian Paints illustrates the importance of doing great work in new digital film

    By A Correspondent

     

    Asian Paints has launched a new digital film for its adhesives range of products. The new brand film titled ‘Screaming Furniture’, featuring Nawazuddin Siddiqui has been conceptualised by McCann India.

     

    Speaking about the new digital film, Amit Syngle, COO, Asian Paints Limited said: “Ever since its launch, the Asian Paints Adhesives range has always stood for providing a modern and progressive choice, a Choice Tarakki Ki, to customers and applicators through its range of innovative and high-performance products. With this new film, we are aiming to strengthen this position even further, amongst the target segment. This film is a fun & engaging watch. It takes the brand message and creatively weaves in the insight that a perfect job is crucial to earning a perfect reputation in the market. And with Asian Paints Adhesives, you will always get a perfect job done!”

     

    Added Suraja Kishore, Executive VP & GM – McCann Mumbai: “Adhesives as a category have been far too long stuck in a grimy sweaty functional space. Coming from Asian Paints, key point of difference for our adhesives is that it helps carpenters achieve not just function but also form and finesse. To bring alive this point our campaign creatively amplifies the idea that liability of not using Asian Paints Adhesives is to be remembered for a shoddy job. The insight that every time a furniture makes a creaking noise we don’t blame the adhesives we rather blame the carpenter has been cleverly amplified in an amusing manner. We are excited to rewrite the rules of the category and make Asian Paints adhesive synonymous with design and décor rather than mere functional benefit of just great bonding.”

     

     

  • The account was won following a multi-agency pitch

    Arvind appoints Dentsu India for Flying Machine & True Blue

    By A Correspondent

     

    Alok Dubey

    Arvind Lifestyle Brands has roped in Dentsu India as the strategic and creative partner for its brands – Flying Machine and True Blue. The account was won following a multi-agency pitch.

     

    Commenting on the partnership, Alok Dubey, CEO, Lifestyle Brands Division – Arvind Lifestyle Brands said: “We’re delighted to partner with Dentsu India and look forward to some stellar work in the future.”

     

    Simi Sabhaney

    Added Simi Sabhaney, CEO, Dentsu India: “A win is a good reason to feel happy. Two wins in a row, from the same business house, is definitely a good reason to be euphoric! We are delighted to have won the strategic and creative mandate for both Flying Machine and True Blue and are ever so grateful to Alok for placing his confidence in our work and our people.”

     

     

  • The advertising campaign has been executed by Triton Communications

    Samco Securities launches film promoting Margin Trading Platform

    By A Correspondent

     

    Discount broking start-up firm, Samco Securities ltd launched a new advertising campaign in association with Triton Communications, to introduce its margin trading platform.

     

    Said Dr Pallav Kapoor, Vice President of Marketing and Analytics at Samco Securities: “We, at Samco Securities, are committed to provide low cost solutions for trading and investing needs for all- right from first timers to seasoned players. With any traditional brokerage set-up, for a leveraged trade of say 4x, the client pays full brokerage as a percentage on the entire value, whereas at Samco the client pays flat Rs 20 per trade for even a leveraged trade thus keeping our commitment of low transaction costs and at the same time giving clients opportunity to maximise their gains. All these comes with the latest technology embedded on our StockNote trading platform. Triton Communications, has managed to convey this key message to our viewers through our recently launched campaign. We are certain that our storyline will appeal to the viewers and be instrumental in spreading awareness about our new offering.”

     

    Added Ali Merchant, Founder Director, Triton Communications: “Samco Securities with Margin Trading at a brokerage fee of Rs 20 makes it possible for the current investors to invest more while saving on brokerage. Triton is delighted to partner them in their communication and brand building.”