MxMIndia

Category: MARKETING

  • The shopping event is being conducted in 88 stores and 37 cities

    Brand Factory announces third season of ‘Free Shopping Weekend’

    By A Correspondent

     

    Brand Factory has announced the ‘Free Shopping Weekend’ (FSW) whereby it informs customers #DontShopAtFSW if they like being rewarded only with discounts. The third edition of event which was scheduled to have started yesterday (Dec 12), will be on till Sunday, December 16.

     

    Brand Factory rolled out a 360-degree integrated campaign supported by print, TV, digital, OOH, radio along with corporate and student community tie-ups.

     

    Said Roch Dsouza, CMO, Brand Factory: “This is one of our biggest property and we wanted our communication to not only be direct but also fresh and exciting. #DontShopAtFSW is not just an attempt to break the clutter but it’s backed by solid consumer insights. We took this route for our digital campaign and both the films bring out the true customer experience when they hunt for deals online or during EOSS of full price retailers. They are as direct and convey the message spot on. We backed this idea with content and we are already witnessing some crazy response.”

     

     

  • The mandate would be managed out of the agency’s New Delhi office

    L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

    By A Correspondent

     

    Leading stainless steel conglomerate, Jindal Stainless Ltd, has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch.

     

    The mandate will be managed out of the agency’s New Delhi office and would span the gamut of offline and online mediums including television, print, outdoor, radio and digital.

     

    Said Abhyuday Jindal, Managing Director, Jindal Stainless: “Our aim is to bring JSL close to the consumer’s heart, as a brand. We want the consumers to be aware of the versatility of the metal, the role it can play in their lives and that it is not just limited to industrial usage. This provides us with the task of reinventing the way we communicate about the brand and to do that, I whole-heartedly welcome Law & Kenneth Saatchi & Saatchi as our strategy and communication partner in creating this new approach.”

     

    Added Anil Nair, CEO and Managing Partner, L&K Saatchi & Saatchi: “The ambition of redefining a category is challenging and exciting. And we’re looking forward to doing the work that is going to do deliver that.”

     

     

  • Launches new commercial to reposition the brand as the ‘DreamMaker’

    Peps unveils new brand positioning

    By  A Correspondent

     

    Peps Industries has announced its new brand positioning – ‘DreamMakers’. Conceptualised by Phantom Ideas, which recently won the brand’s creative mandate, this is the first in a series of 10 to 30 second spots highlighting Peps’ proposition of a good night’s sleep as vital to chase dreams.

     

    Said K Madhavan, Managing Director, Peps Industries: “Peps has led by example with respect to disruptive innovation in the mattress category. With the new brand narrative, we seek to bring a fresh perspective in the spring mattress category via product innovations that will shift focus from great sleep to waking up refreshed with a purpose. Thereby, harnessing one’s ability to perform at their peak to chase and achieve their goals.”

     

    Added Robert Anthoney, Founder and Chief Creative Officer at Phantom Ideas: “To start with, it has introduced yet another fresh perspective through a compelling proposition that seeks to ‘give purpose to energy’. When PEPS got on board, the mandate was clear – Change the narrative. Take the brand to the next level. When we observed the consumer and category canvas, we realised there is a tremendous opportunity to add purpose to post-sleep energy by plugging into the dominant mood that was sweeping the country, especially with the age cohort that would dominate the emerging consumer demographics.”

     

     

  • With a focus on youth, the need of hour for them is to be in control constantly in their lives

    Fastrack promotes Reflex Wav in new ad

    By  A Correspondent

     

    Fastrack has launched a brand film that promotes its new launch, Reflex Wav.  Said Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories: “At the heart of it, the Fastrack Reflex Wav is a true innovation, its features and build quality is a first to the market. Reflex Wav while the slimmest smart band with a display, also introduces ‘gesture control technology’ to the consumer, unabashedly. This gesture control feature helps one change music and take pictures with a simple twist of the wrist.

     

    Added Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas: “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavour of this year.”

     

     

  • Livpure reached out to around 50 cafes and restaurants for the same

    Livpure campaign helps Shimla resolve water crisis

    By  A Correspondent

     

    Livpure has unveiled its new digital film titled ‘CuttingPaani 2.0’, an extension to their #CuttingPaani 1.0 campaign. #CuttingPaani asks citizens that if the quench is of half a glass then one should only take half a glass of water.

     

    Commenting on the campaign, Sushil Matey, Director-Marketing, Livpure said, “Our dipstick showed that Indians in general are very casual about wasting water. And, as we all know, it is a very scarce resource and possibly future wars would be fought for water! Our #CuttingPaani campaign launched in March this year highlighted the significance of drinking water judiciously and received rave response from citizens and consumers alike. We were able to get 7.8 million views and 18 million reach. However, we further wanted to highlight the importance of this campaign and taking Shimla as the pilot city, we educated the citizens on ‘Paani Bachao, Cutting Mangao’.”

     

    Added Raj Kamble, Founder & CCO, Famous Innovations: “#CuttingPaani is not an ad campaign, it is an act – a movement with the power to spark real change. ‘Cutting chai’ is such a common concept in India – why can’t the same be applied to water? We launched this idea last year in India’s top cities, but found that Shimla was in a unique and critical situation, and therefore needed action the most. We’re heartened about the enthusiastic participation by the people of Shimla and even pleasantly surprised to find the practice adopted by restaurants all over Pune, Bangalore, Nagpur, Lonavala and other small towns! #CuttingPaani is a simple change of habit that we hope will go a long way,”

     

     

  • Warc’s annual report outlines the priorities of brands and challenges facing them in the year ahead

    Marketing Trends for 2019

     

    By A Correspondent

    Warc has released its Marketer’s Toolkit 2019, an annual report outlining the priorities of, and challenges facing, brands in the year ahead and how to address them.

    The report centres on a global survey of more than 800 senior marketing and advertising professionals and dives into the implications of the challenges facing advertising from strategy, technology, and media perspectives.

    “The Toolkit reports of the last two years have been dominated by technology trends; 2019 feels different,” said David Tiltman, WARC’s Head of Content, adding: “It feels like a year of getting the fundamentals right, and using tech where necessary to achieve that end. Brands clearly view ‘experience’ as a form of competitive advantage – and the tech that can help them improve customer experience across channels is being prioritised.”

     

    Strategy:

    ‘Experience’ will drive the marketing agenda, and shape tech investment The global Marketer’s Toolkit survey and CMO interviews reveal that marketers see improved customer experience – both online and offline – as a key growth lever in addition to a route to strengthening trust in brands. Crucially, the disruption of several categories by direct-to-consumer brands comes up again and again as a concern.

    Almost two thirds (61%) of agencies and 52% of brands cited CX as the most important digital transformation for business in 2019. There is still some way to go, however, as just 15% of brands say their CX is aligned across channels.

    “Always go back to understand the customer,” said Uniqlo China’s CMO, Jalin Wu. “The customer is our need. We are not just presenting ourselves as apparel, we are presenting ourselves as a solution for people to have a better life.”

     

    Technology:

    Voice is piquing marketers’ interest increasingly, principally in terms of voice search. Just under a third (29%) of brands named voice as a priority for 2019, up 12 percentage points from last year. “Like most big marketers and advertisers, we’re looking at the role of voice and how we can continually make that user experience a whole lot better,” Tourism Australia CMO, Lisa Ronson told WARC.

    In response to the rise of e-commerce, there is also growing interest in payment technology, as more and more brands look to sell more online.

    One of the biggest shifts observed in the report concerns Augmented and Virtual Reality. Just 23% of marketers named the channels as a strategic priority for the year: a drop of 13 percentage points compared to last year’s report.

     

    Media:

    The overwhelming majority of marketers (79%) expect to increase their online video budgets. Elsewhere search and mobile advertising expect to see continued investment. It is thought that Facebook’s Instagram and Alphabet’s YouTube stand to benefit from this interest. Snapchat meanwhile is expected to see cooling interest from marketers.

    A key winner of the new media landscape is the e-commerce (and soon to be advertising) giant Amazon, toward which 69% of marketers expect to funnel increased spend.

     

  • The campaign will be deployed across multiple platforms including digital, TV, cinema print and outdoor

    Vistara’s new campaign inspires flyers to opt for the best

    By A Correspondent

     

    Vistara has announced its new multimedia brand campaign called ‘Fly Higher’. Conceptualised by FCB India, the creative concept of the brand campaign is based on wide-ranging customer insights suggesting that discerning customers today are not willing to settle for less than the best, notes a communique.

     

    Commenting on the new brand campaign, Sanjiv Kapoor, Chief Strategy & Commercial Officer, Vistara said: “At Vistara, we deliver a flying experience like no other airline in India. Our frequent flyers know this and tell us we have really made flying something they can look forward to again.  We want to bring this message to a larger audience through this new campaign. You have a choice of airlines when it comes to flying – why not choose the one that aims higher, treats you better, and continues to find new ways to delight customers? Good enough is not good enough for the corporate high flyers and successful millennials of today, why not choose an airline that thinks like you do, that understands you and respects your needs? Why not Fly Higher?”

     

     

  • Brand ambassador, Varun Dhawan has been roped in to launch the vehicle

    Dentsu Impact rolls out brand campaign for Maruti Suzuki Ertiga

    By A Correspondent

     

    Dentsu Impact has rolled out a new integrated brand campaign for Maruti Suzuki Ertiga. The campaign ‘Move together in Style’ demonstrates how seamlessly the new Ertiga fits in one’s lifestyle. Maruti Suzuki Arena’s brand ambassador, Varun Dhawan has been roped in to launch the vehicle.

     

    Speaking on the campaign, Amit Wadhwa, President, Dentsu Impact said: “The customer today wants style and substance bundled together. With the new Ertiga delivering style and performance, the messaging we crafted was straight and to the point. The team had great time in conceptualizing and executing the language which will certainly resonate well with the TG”.

     

     

  • This initiative is in line with the New Tariff Regime beginning December 29th, 2018

    Star India unveils its Star Value Pack

    By A Correspondent

     

    Star India has launched the Star Value Pack in seven languages. The package has channels across entertainment, movies, education and sports. The initiative is in line with the New Tariff Regime beginning December 29 which will see consumers pay only for what they choose.

     

    Said Sanjay Gupta, Managing Director- Star India: “We believe entertainment and sports play a critical role in shaping the nation. By including sports in the Star Value Pack, we aim to make it accessible to every Indian and thus change the way Sports has been consumed in the country. The Star Value Pack offers viewers the very best from our wide canvas of content across general entertainment, movies, sports and knowledge at unbelievably affordable rates. We have been entertaining, inspiring and serving millions of viewers across India for close to 25 years now, and are delighted to empower the consumer further with even greater choice and value.”

     

     

  • Titled milega milega, two TVCs emphasize on customer claim settlement

    Liberty General Insurance launches maiden TV campaign

    By A Correspondent

     

    Liberty General Insurance has launched its first campaign highlighting the brand ethos as well as its health and motor insurance products and services.

     

    Said Roopam Asthana, CEO and Whole Time Director, Liberty General Insurance: “At Liberty General Insurance we have a legacy of assisting our customers with integrated insurance solutions. With this campaign we are motivating people to fearlessly go forward and avail the benefits of being an insured individual.  This campaign also marks a start of a new direction in our brand strategy and we have some exciting plans which will fructify over time.”

     

    Added Raman R.S. Minhas, Group Creative Director, PointNine Lintas: “The word claim has become synonymous with unsure – that is the default thinking in consumers’ minds today. The films are conceived to disrupt that thinking in a very quirky yet relatable manner, while associating the brand with the magical word that consumers want to hear – Milega.”

     

     

  • Their latest campaign ‘No More Excuses’ stems from real life insights when children resort to creative excuses to avoid eating anything that could be healthy

    Bournvita Biscuits for progressive parenting

    By A Correspondent

     

    Bournvita Biscuits, through its latest campaign, seeks to foster progressive parenting. Their latest campaign ‘No More Excuses’ stems from real life insights when children resort to creative excuses to avoid eating anything that could be healthy.

     

    Said Sudhanshu Nagpal, Head – Biscuits Category, Mondelez India: “Since its launch in 2016, Bournvita Biscuits has provided an effective choice of delicious snacking enriched with the wholesome goodness of Bournvita, the drink Indian consumers have trusted for decades. The latest campaign on Bournvita Biscuits appeals to all progressive mothers, who believe in collaborative parenting. Since mornings are always hustled, leaving barely any time for kids to consume the right foods, Bournvita Biscuits will help moms provide the right start to their day giving them “no more excuse” to skip the morning snack.”

     

    Added Harshad Rajadhyaksha & Kainaz Karmakar, Chief Creative Officers, Ogilvy India: “The campaign plays on the insight that kids are most innovative when they want to get out of something. One of the things all kids want to escape is a boring breakfast. The film is simple, relevant, charming and brings this insight to life.”

     

     

  • BharatMatrimony will launch a 360 degree marketing campaign featuring ads to target singles of marriageable age

    Bharat Matrimony ad with Dhoni looks to drive social change

    By A Correspondent

     

    BharatMatrimony has launched its ad film ‘Find Your Equal’, starring MS Dhoni, which focuses on women’s right to equality in a relationship.

     

    Talking about the campaign, Murugavel Janakiraman, Founder and CEO – Matrimony.com said: “BharatMatrimony is constantly looking to break new ground and change the social perspective about relationships and marriage. We understand and believe that marriages are happier and successful when there is equality in the relationship. The insight came from consumer interactions and through surveys on social media. It is BharatMatrimony’s endeavour to understand changing customer expectations and aspirations and to highlight the same to drive social change.”