MxMIndia

Category: MARKETING

  • Ropes in Bhumika Chawla as the Brand Ambassador

    ITC gets Bhumika Chawla to endorse Mangaldeep

    By A Correspondent

     

    ITC’s incense stick brand Mangaldeep has launched its latest campaign depicting everyday conversations with god with Bhumika Chawla as the protagonist.

     

    Speaking about the campaign, Ravi Rayavaram, Chief Executive, Agarbatti & Safety Matches business, ITC Limited, said: “Mangaldeep’s ‘Conversation with God’ campaign reflects the spiritual core of every Indian. Devotion, prayer and invoking good for everyone, is a way of life for many.   This simple life truth promoted by Mangaldeep through its recent campaign is rooted in its core brand philosophy of enabling every individual’s pursuit of devotion. Bhumika Chawla, personifies the life of every Indian woman and the challenging morning moments in her life. She reflects the simplicity and purity of Mangaldeep.”

     

    Added Vivek Shenoy, Principal Consultant, R K Swamy BBDO: “The brand intent of this campaign is to deeply entrench itself in the everyday prayer space and with this commercial, we wanted to communicate how the magic of Mangaldeep’s fragrance makes this the perfect prayer moment. Unlike in a temple where there is a devotional ambience, in her everyday prayer space, the consumer struggles to connect with god unperturbed. In today’s day and age, prayer is often rushed, distracted and mechanical…even when we sit down to do it, a parallel monologue runs in the head that has nothing to do with connecting with the divine. The right fragrance can transform the mental state, creating the climate for that connection.”

     

     

  • The campaign will target today’s consumer across multiple platforms through conventional marketing media

    SBI Life extends the ‘Main se Hum’ brand campaign on ground

    By A Correspondent

     

    SBI Life Insurance has collaborated with advertising start-up CupShup to help convert tea and coffee cups into a platform for brands.

     

    Commenting on the collaboration, Ravindra Sharma, Chief of Brand & Corporate Communication, SBI Life Insurance Company Ltd., said: “Conversations over a cup of tea have a lot of cultural overtones in our social setup, we are most close to people which whom we take our tea breaks and speak out the heartfelt. We found this opportunity to capture attention over the tea break most apt to share the message of Main Se Hum, which is about taking on the happy responsibilities for our loved ones.” He further added, “The challenge to connect with today’s consumer is to device strategies which are unintrusive yet powerful enough to capture their mind-space. In that context, the association with CupShup works as a fitting extension for Main Se Hum, as it places the brand literally in the hands of our consumers without interrupting their routine. We hope to leverage the social beverage of India to encourage today’s consumer to take on insurance as happy responsibility”

     

    Added Sidharth Singh, Co-Founder, CupShup: “We are extremely glad to tie up with SBI Life for this campaign. The beauty of paper cup marketing is that it is targeted and takes the brand to the right hands, literally! Having tea is an emotion for Indians and the paper tea cup is a part of their life everywhere they go. Tea drinking is a social habit that triggers discussion and engagement. With paper cup branding, relationship building is easier and that is also the idea behind SBI Life’s ‘Main se Hum’ campaign.”

     

     

  • ‘Dil Se Desi’ announces the arrival of Zee5 in APAC, Africa and MENA

    Zee5 kicks off global launch with new brand campaign

    By A Correspondent

     

    Zee5 has launched its global campaign ‘Dil Se Desi’, officially marking the digital platforms’ entry into the International market. An ode to Indians and South Asians around the world, ‘Dil Se Desi’ announces the arrival of Zee5 in APAC, Africa and MENA and very soon, in Europe, Canada and Caribbean.

     

    Commenting on the launch, Amit Goenka, CEO, Zee International and Z5 Global said: “In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, ‘Dil Se Desi’ does this beautifully.“

     

    “Interestingly, both this campaign ‘Dil Se Desi’ and the ZEE5 India launch campaign we rolled out in February 2018, ‘Apni Bhasha Mein Feel Hai’ have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what Zee5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am ‘Dil Se Desi’ and I not only embrace, but celebrate who I am,” said Archana Anand, Chief Business Officer, Zee5 Global.

     

    It is this celebration that is brought alive in the campaign that’s been jointly crafted by the teams at Zee5 and Publicis Capital, notes a communique.

     

    Added Bobby Pawar, Chief Creative Officer & Managing Director, Publicis Worldwide (India): “There is something that happens when people from South Asia move abroad. We become one vibrant community that is united by what we all have in common, and this community is known as ‘Desi’. The ‘Dil Se Desi’ idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”

     

     

  • The ad film is titled ‘Khush Raho, Khushaal Raho’

    Himalaya promotes its vision in new ad film

    By A Correspondent

     

    The Himalaya Drug Company has launched its first campaign – ‘Khush Raho, Khushaal Raho’.

     

    Said Philipe Haydon, CEO, The Himalaya Drug Company: “Herbal brands today are gaining preference, and consumers are increasingly considering herbal solutions as their first choice. With our range of over 500 herbal products, Himalaya continues to win hearts and offer well-being to consumers across all walks of life. We’re extremely proud to unveil the first-ever brand film bringing to life the vision of Brand Himalaya.”

     

    Speaking about the campaign, Rajesh Krishnamurthy, Business Director – Consumer Products Division, The Himalaya Drug Company, added: “The genesis of the brand film is based on the key consumer insight that small problems seem big when we don’t know how to solve them. The philosophy of our brand is to solve consumer problems through our wide range of herbal products and the campaign beautifully captures this. It’s a moment of great pride for all of us as we seek to be an integral part of consumers’ journey of Wellness and Happiness.”

     

    The campaign has been conceptualised and executed by creative agency Chapter Five. Said Prateek Srivastava, Founder, Chapter Five, said: “As a team, we are extremely excited about this campaign that essentially establishes the problem-solution equity of Himalaya. The different incidences captured in the brand film communicate the message of happiness and showcase how different products bring joy to people’s lives and hearts. The film celebrates happiness through a happy song, happy situations, happy people, and a happy message.”

     

     

  • New series features leading celebrities Nushrat Bharucha, Vishnuu Vishal and others teaming up with Chef Vikas Khanna

    Quaker Oats launches its web series, ‘Kitchen, Khanna & Konversations’

    By A Correspondent

     

    Quaker India has launched its latest web series with Chef Vikas Khanna. The new show, titled ‘Kitchen, Khanna & Konversations’, will have Khanna along actors Nushrat Bharucha, Vishnuu Vishal and social media personalities Kusha Kapila and Dolly Singh. The show focusses on how our favourite recipes can be made nutritious by adding Quaker Oats, while featuring banter between Chef Khanna and the young stars.

     

    Added Nobel Dhingra, Associate Director – Marketing (Quaker), PepsiCo India: “Oats are extremely versatile and can easily become a part of any meal of the day. We constantly receive insights from our young consumers as to how they want to eat healthier and yet don’t want to compromise on taste. Chef Vikas Khanna as our Nutrition ambassador brings authenticity to the series, along with his own brand of charm that makes the series immensely watchable as he interacts with the young celebrities.”

     

     

  • The campaign aims to attract new whisky drinkers in key growth markets

    Glenfiddich welcomes challengers in new global campaign

    By A Correspondent

     

    Glenfiddich is inspiring consumers to challenge themselves in a global campaign developed by creative agency Space. Said Oliver Rudgard, Global Brand Director at Glenfiddich: “Communicating our World’s Most Awarded accolade in emerging markets allows us to firmly establish Glenfiddich as an aspirational premium whisky. The campaign creative has been developed to elevate our iconic bottle to drive awareness and brand recall whilst simultaneously appealing to our target audience’s challenger mentality.”

     

    Added Jason Nicholas, Managing Partner at Space: “Glenfiddich has remained at the top of its game for so long because it knows the importance of constantly evolving in order to stay ahead of the competition. This means never settling – even when you’re winning. This campaign yet again sees Glenfiddich push whisky communications in a new direction through their maverick spirit and defiant drive to constantly challenge themselves.”

     

     

  • The campaign has been conceptualized by Ogilvy Bangalore

    Chumbak unveils inaugural brand campaign

    By A Correspondent

     

    Chumbak has launched its brand campaign that aims to introduce the multi-faceted brand and what it stands for to the consumers. The campaign comprising has been conceptualised by Ogilvy Bangalore.

     

    Said Mahesh Gharat, Chief Creative Officer, Ogilvy South: “Chumbak is a brand that offers a range of colourful and unique products for young women. These products make women stand out and be unique in their own way. This led us to the insight that there’s something unique about every woman – a little quirk or a special charm in their character. It’s these small acts of impulse or free-spiritedness that we celebrate in the brand film.”

     

    Added Vivek Prabhakar, CEO, Chumbak: “The brand film is a culmination of us creating a defined story for our community and new consumers waking up to us. From narrating our brand ethos to our product story, the idea was to create something fresh and full of energy which is what the brand is today. We believe the film will surely get the ball rolling on the growth story around the brand with us expanding our online presence and taking up our store count to over 75 stores in the next year.”

     

     

  • Bharat Matrimony will soon launch a 360-degree marketing campaign

    MS Dhoni is now face of Bharat Matrimony

    By A Correspondent

     

    Bharat Matrimony has announced that it has roped in Indian cricketer Mahendra Singh Dhoni as its brand ambassador.

     

    Said Murugavel Janakiraman, CEO – Matrimony.com: “We’re proud to be associated with MS Dhoni, an iconic sportsperson. We feel it’s a good fit because he’s an inspiration for millions of youth because of what he’s achieved for the country through his admirable leadership qualities. Dhoni also inspires through his happy marriage, his caring dad and loving husband image.”

     

    Added Arun Pandey, Chairman of Rhiti Sports, which exclusively manages Dhoni’s commercial endorsements: “One of the key elements of the wedding industry is the trust of the consumers and we are happy with the way Bharat Matrimony has gained it. I am confident this partnership with MS Dhoni will do well in the days to come.”

     

     

  • The multi-platform digital campaign addresses the issue of gender inequality through the dialect of fashion

    Aditya Birla Fashion and People unveil digital brand campaign

    By A Correspondent

     

    People, the youth fashion brand from Aditya Birla Fashion and Retail unveiled its #LetsBePeopleFirst campaign as a part of the larger theme #WhyNot.

     

    Said Sooraj Bhat, CEO-Fast Fashion, Aditya Birla Fashion and Retail: “At People, we believe we exist to enable the consumers to explore their identity and style. We felt we needed to launch this brand with a strong thought and Famous Innovations came up with the idea of ‘Why Not?’ because that’s a question on every young consumer’s mind in terms of following stereotypical rules.”

     

    Added GV Krishnan of Famous Innovations: “People has a very distinctive merchandise for the youth. With the idea ‘Why Not?’ we seek to give voice to the youth who are actively questioning societal stereotypes. This year we take gender stereotypes head on with the Campaign ‘Let’s be People First’ urging everyone to put an end to gender biases that plague us today.”

     

     

  • Sunfeast Farmlite biscuits bring health and taste together to support a healthier lifestyle

    Sunfeast Farmlite urges consumers to lead a healthier lifestyle

    By A Correspondent

     

    Sunfeast Farmlite has launched a digital film which asks consumers to pledge to live a healthy life for themselves and their children.

     

    Speaking on the occasion, Theresa Ronnie, Vice President, FCB Ulka-Bangalore said: “ITC believes in making superior quality biscuits for a discerning and evolving India. Their range of Sunfeast Farmlite biscuits bring health and taste together to support a healthier lifestyle. This film aims to shed light on the risks families carry and nudges parents to make the switch to a healthier life.”

     

     

  • Created for Exide, by J Walter Thompson, the film has been directed by Abhishek Sinha

    Exide celebrates the joy of being a kid in latest brand film

    By A Correspondent

     

    On eve of Children’s Day, Exide launched a brand campaign showing how as adults we fail to keep up the positive, cheerful drive in life we had as kids.

     

    Commenting on this film, Uttio Majumdar, Head of Marketing, Exide Industries Limited said: “As a brand, Exide not only believes in the irrepressible drive within oneself but fosters it as well, in practice and in spirit. So on Children’s Day, we found a great opportunity to show the world how important it is, not to let go off this childlike inner drive while we grow up.”

     

    Added Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata, who conceptualised the film: “Kids keep learning from us every day. But on Children’s Day, we decided to change the narrative, by letting children teach us adults a thing or two about life. And show us show how we can embrace life as it comes, with a lot more positivity and drive.”

     

    Created for Exide, by J Walter Thompson, the film has been directed by Abhishek Sinha.

     

     

  • Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes

    HIL unveils brand campaign for Birla Aerocon

    By A Correspondent

     

    Birla Aerocon, the green building solution brand from the house of HIL Ltd. announced the launch of a new campaign titled ‘Naam Birla Dekhke Lena’. Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes.

     

    Commenting on the ad film, Dhirup Roy Choudhary, MD & CEO, HIL Ltd, said: “Birla Aerocon Pipes and Fittings, from the house of HIL, is a world-class product that is made with TrueFit Technology which ensures leak-proof pipes and fittings. Our latest campaign for Birla Aerocon pipes and fittings showcases the trust BIRLA as a brand entails, which is world renowned and is associated with top quality products. Our products cement the same trust amongst all our channel partners through our superior quality of pipes and fittings. Through the campaign, you can see how together with our products we are building the trust and happiness amongst customers and plumbers alike.”

     

    Added Nilay Moonje, Group Creative Director, Ogilvy: “When it comes to repairs or fitting pipes we rely on the word of the experts in the field, the plumbers. We thought, what if we made the plumber our hero as well as the victim of ordinary pipes and in turn communicate the reliability and assurance of Birla Aerocon Pipes. So we got this hilarious idea of a plumber who literally puts his name and reputation on the line.” In addition to that he says, “All credit to the Client team for loving and supporting the script all the way and Suresh Triveni for doing such a fabulous job directing it.”