MxMIndia

Category: MARKETING

  • The campaign is driven by a mix of TV, print, OOH and digital

    Tata Steel unveils corporate brand campaign

    By A Correspondent

     

    Tata Steel has embarked on a corporate brand campaign that celebrates the brand as the catalyst for ushering in a new era in the journey of the organisation.

     

    The campaign line #WeAlsoMakeTomorrow, which recalls the iconic line We Also Make Steel, emerged from the fact that the future is being shaped by imagination and imagination needs steel to become a reality.

     

    Commenting on the brief, Bindu Sethi, Chief Strategy Officer, J. Walter Thompson said: “We were required to reimagine the role of Tata Steel in today’s world. The continuing importance of a company like Tata Steel in shaping the future of our world. The brief to creative was: imagination and ideas would remain in the mind and on paper unless Tata Steel makes them a reality. That is the power of steel. Tata Steel’s technology and innovation gives life to imagination that shapes our future.”

     

    Added Senthil Kumar, Chief Creative Officer, J Walter Thompson said: “The Tatas wanted to build a steel plant in 1907 and chose Sakchi, a village in the jungle by the banks of two rivers. They ended up building the shining city of Jamshedpur that is exemplary in so many ways. This pioneering culture of innovation in the company led the epic campaign created by JWT in the late eighties ‘we also make steel’. It is an honour for JWT to have worked on the past, present and the future of this legendary company, building a bridge of steel from yesterday to tomorrow. While working on this campaign we met thousands of Tata Steel employees, team leaders and business heads. We rediscovered a company that is shaping the future, with steel at its core and the pioneering culture of innovation as the collective soul for over a hundred years. But what drives innovation is pure childlike imagination. And that is the leap we took to deliver the new line – We also Make Tomorrow.”

  • The new commercial will be promoted on various digital spaces to give multi-media launch impact in the across the country

    Svarochi’s ad campaign showcases attributes of its LED lights

    By A Correspondent

     

    Svarochi has launched its first ad campaign titled ‘Smart Lights Smart Life’ to showcase its new lighting portfolio. Conceptualised by MSL India, the new ad campaign highlights the features and benefits of the smart LED product range through an engaging narrative capturing everyday family moments in an interesting light.

     

    Commenting on the new ad film, Rajeev Chopra Co-Founder & CEO, Svarochi, said: “We at Svarochi understand that every family is unique with their own likes, dislikes, goals, passions, and dreams. Through our new ad campaign, we want to convey that our app-operated smart lights with their 16 million colour choices and warm to cool lights, pre-set effects, and various other features, fit everybody’s unique choices and personalities and can help transform homes into beautiful spaces.”

     

    Added Ankita Chawla, Associate Creative Director at MSL India: “The challenge was to introduce a new product, even a new segment in the lighting category, while keeping the TVC fresh, fun and creative. We wanted to highlight the many use cases of Svarochi Smart lights, without making it seem too much like a case study. So we told the story from the point of view of a family and how their life is constantly enriched and the moments made more exciting, with these easy to operate smart lights.”

     

     

  • Launches #YoungandResponsible campaign, partnering with young music sensations – Arjun Kanungo & Jonita Gandhi

    HDFC Life opts for music to connect with millennials

    By A Correspondent

     

    HDFC Life Insurance Company launched the second edition of its campaign #YoungandResponsible. Through this campaign, HDFC Life aims at busting the myth that young millennials are reckless and irresponsible and endeavours to set straight the record on how the youth have been misunderstood over the years.

     

    This year’s theme focuses on young individuals who have pursued careers of their choice and are successful in their respective fields. The company has also identified music as the key affinity hook to connect with the generation. Music is known to cut across barriers of age, religion and language, connecting people from all walks of life and is highly popular with youngsters.

     

    Said Pankaj Gupta–Chief Marketing Officer & Head, Strategic Alliances, Bancassurance (ex-HDFC), & Speciality Direct Sales: “Our research data clearly shows that the Young Millennial is extremely smart and in fact, better at long term planning for their goals and aspirations, compared to the previous generations. This is contrary to the generic perception. The findings inspired us to challenge the stereotype and launch the #YoungandResponsible campaign last year, which struck a chord with this generation. We aim to reach out to them again through music in this campaign – encourage them to do what their heart desires while raising awareness about financial planning, which will give them the confidence to pursue their dreams and aspirations.”

     

    Added Devraj Sanyal, Managing Director & Chief Executive Officer of Universal Music Group & EMI Music, India & South Asia: “Music is a pulse which connects the youth and HDFC Life effectively uses this as a medium to share their message. It has been an insightful collaboration where we got a chance to understand and share our expertise to create a track which is aspiring to break age old dogmas about the young being reckless.”

     

     

  • The campaign strategy was the result of the consumer understanding of the evolving role of modern men

    Titan Octane questions masculinity in latest ad campaign

    By A Correspondent

     

    Titan Octane – ‘Be A Sport’ has unveiled a new campaign that has a light-hearted take on masculinity.

     

    Said Suparna Mitra, CMO, Titan Watches: “We wanted to craft a brand world which would appeal to the modern Indian man. The insights were mined after a fair bit of research to really understand the motivations of the man in this ever-evolving social landscape. Over the years men have been dictated by the norms of society and what people expect him to be, however the man of today is not defined by anyone but by himself. Titan Octane is a reflection of the new Indian male who is comfortable with his beliefs and is not weighed down by the role his predecessors had adopted. The new campaign from Titan Octane – Be A Sport, is a light-hearted take on masculinity. He is open to freely expressing his emotions. He has the sense of humor to laugh at himself. He doesn’t fear failure. He isn’t intimidated by the success of others around him. And he has become a man who is comfortable with the evolving sense of masculinity.”

     

     

  • Uber Eats India’s association with Alia Bhatt will lay the foundation for a host of brand-led interventions in the coming year

    Uber Eats appoints Alia Bhatt as their brand ambassador

    By A Correspondent

     

    Uber Eats, the food delivery platform has announced the appointment of actor Alia Bhatt as its brand ambassador. India will be the first country for Uber Eats globally to have appointed a brand ambassador.

     

    Said Bhavik Rathod, Head of Uber Eats India and South Asia: “Alia is an inspiration to Indian millennials and we are thrilled to have her on board. The youth today relates to her easy-going, carefree and energetic personality.  She is known for her unique style and agility as an actor – the same qualities are an integral part of the Uber Eats DNA; thus making her the perfect fit to represent our brand in India. We are excited to have Alia on board, as we stay focused on building and strengthening our presence in India.”

     

     

  • Viewers can catch each match 7:30 pm onwards, on the Star Sports Network

    Dhoni dons a Kabaddi jersey in latest ad film for Star Sports

    By A Correspondent

     

    Star Sports has launched a new TVC for Vivo PKL Season VI featuring cricketer Mahendra Singh Dhoni.

     

    Noted a communique: “The TVC opens with a calm and composed Dhoni going for an intensely pressure do-or-die raid, amidst cheering fans. He showcases some key kabaddi moves, including the famous dubki, followed by a leap to compete a super raid. The action on the mat then cuts to the living room, where Dhoni is seen watching VIVO Pro Kabaddi League, to reveal that the action on TV is as real and intense and one simply cannot afford to miss a single second; as mentioned by MS Dhoni in the TVC- ‘Yeh nahi dekha toh kya dekha.”

  • Artists to create a new song that Pepsi will debut November 29th

    Pepsi gets pop artists to record latest track

    By A Correspondent

     

    Pepsi has announced a partnership between Simon Fuller’s new project, global pop group Now United, and rapper Badshah. Badshah, managed by Sony Music India and the group comprised of 14 singers and dancers from all across the globe will record a song titled “How We Do It” that will be released this week. The group will visit Mumbai, Delhi, Agra and Jaipur, sharing their experiences with their fans in India and around the world as they go.

     

    Speaking about the collaboration, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India said: “Pepsi has always strived to create experiences which resonate strongly with consumers, and music is such a tremendous platform to do that.  We are committed to identifying new and upcoming talent; and giving them a stage to showcase their art. Through the platform provided to them by Pepsi, Badshah and Now United will explore new ways of giving their fans a one-of-a-kind experience.”

     

     

  • Mumbai-based consultancy to handle countrywide PR strategy and internal & external communication for stationery division of Navneet Education

    Navneet appoints Pitchfork for comms

    By A Correspondent

     

    Navneet Education has signed on Pitchfork Partners to advise on communication initiatives. The mandate will include internal and external communications which will extend across their stationery brands, Youva, HQ, and the kids books division.

     

    Said Shailendra Gala, Director – Stationery Division, Navneet Education Limited,: “Pitchfork Partners shares our beliefs and values, and we are delighted to partner with them. The stationery business in India is booming and we are proud to be pioneers in the sector. We see a huge opportunity for sustained growth and Pitchfork has the credentials to help us.”

     

    Added Jaideep Shergill, Co-founder, Pitchfork Partners: “Navneet is an iconic Indian brand and we are extremely happy to partner with it. We will work closely with the Navneet team on internal communication, and provide strategic direction and analytics to aid its growth.”

     

     

  • To celebrate ‘National Children’s Day’ and ‘World Children’s Day’

    Bank of Baroda launches digital campaign #BeTheChamp

    By A Correspondent

     

    Bank of Baroda has announced the launch of its digital campaign #BeTheChamp. The fortnight-long campaign will conclude on November 30.

     

    Said OK Kaul, General Manager and Head of Marketing, Corporate Communication and Wealth Management Services, Bank of Baroda: “We are pleased to launch this one-of-its-kind digital campaign for children and the response that we have received thus far is indicative of our faith in the thought behind it. At Bank of Baroda, we firmly believe that every child is creative in his or her own way and it is the collective responsibility of our society to provide them with as many platforms as possible to showcase the same. We are hopeful that #BeTheChamp provides them with one such avenue.”

     

     

  • In her last assignment, Tarannum was with Havas Media as Executive Vice President

    Tarannum Alam joins MX Player as Head – Agency Business

    By A Correspondent

     

    Tarannum Alam

    MX Player has appointed Tarannum Alam as Head – Agency Business. In her new role, she will be responsible for driving relationships across advertising/media agencies pan India with a focus on revenue growth for the app. She will be based out of Delhi and will report to Viraj Jit Singh – Sr. VP & Head Revenue, MX Player, notes a communique.

     

    In her last assignment, Tarannum was with Havas Media as Executive Vice President and handled clients like Hyundai, Emirates, Voltas, Kohler among others.  She started her career with McCann Erickson in the year 2000 and worked on the Nestle and L’Oreal businesses. She was also associated with Madison, Vivaki Exchange, Group M and Reliance Big FM in the past.

     

     

  • The film showcases women from different walks of life, who wear their scars with pride

    Titan Raga redefines a woman’s beauty through a unique lens

    By A Correspondent

     

    Taking the brand’s conversation ‘Khudse Naya Rishta’ forward, Titan Raga’s latest TVC questions the idea of beauty. The film showcases women from different walks of life, who wear their scars with pride. And flaunt their imperfections with confidence and grace.

     

    Said Suparna Mitra, CMO, Titan Watches: “The beauty of a woman does not lie in a societally imposed idea of perfection, but rather, in her acceptance of her unique beauty. Design stories that celebrate the allure of imperfection are at the core of the product truth of the Raga ‘I Am’ collection. ‘I Am’ designs bring to life the asymmetry and unpredictability abound in nature. This collection embodies the true spirit of individuality, a fitting tribute to the woman of today.”

     

    Added Azazul Haque, Chief Creative Officer, Ogilvy & Mather: “Titan Raga has always celebrated women. And has always questioned stereotypical thinking. This time, it questions stereotyping of beauty. Why are pregnancy marks not celebrated? Why are they flaws? Why do dark circles need make-up to hide them? This campaign raises such questions and tells women to flaunt their flaws and not hide them because every part of them is beautiful. Every mark, every scar, every wrinkle is beautiful. And Titan Raga celebrates that beauty.”

     

     

  • In today’s times, all of us believe in gender-equality

    Flipkart and Dentsu Webchutney drive new campaign for gender equality

    By A Correspondent

     

    Flipkart and Dentsu Webchutney have announced a new initiative that tells all how they’d like kids to be raised.

     

    Said Prashant Gopalakrishnan, Sr.Vice-President, Client Services, Dentsu Webchutney: “Look around you. Do you have a son, daughter, niece, nephew, or a friend’s child born a few years after the millennium? They are all part of #GenerationEqual. Real change will happen when we collectively decide to make the same rules that influence their lives. And as far as we can, let’s keep those rules the same for both boys and girls. That is the most real way to ensure our biases don’t pass on to them.”

     

    Added Apuarv Sethi, Director – Brand Marketing at Flipkart: “As parents in 2018, we’d like to be progressive in letting our child choose for themselves in several aspects, so that they get to do what they love. Let the child experience the hobbies, passions, interests, and personality traits that come naturally to them… whether it’s a boy who wants to learn cooking, or a girl passionate about collecting superhero toys. And the other way around too.”