MxMIndia

Category: MARKETING

  • The new campaign underlines the face-off between two of cricket’s modern-day greats #KohliOrKane

    Who is the real king, questions Star Sports in latest ad film

    By A Correspondent

     

    Star Sports has unveiled a new campaign for India’s tour of New Zealand which has started with the first ODI today. The five ODI and three T20 international matches will bring together two captains – Kane Williamson and Virat Kohli.

     

    Notes a communique: “Highlighting this clash, the film conceptualised by Taproot India applauds the class and consistency of New Zealand captain Kane Williamson, who may be a King for fans in New Zealand but for Indian fans, “Cricket ka ek hi king hai” – King Kohli.”

     

    Star Sports will telecast the series live in five languages – English, Hindi, Kannada, Tamil and Telugu and on Star Sports 1/HD, Star Sports 1 Hindi/HD, Star Sports 1 Kannada, Star Sports 1 Tamil and Star Sports 1 Kannada

     

     

  • The new ad film underlines the dual benefits of Combiflam Icyhot and highlights how it is the ‘strong reply to strong pain’

    Combiflam Icyhot takes on strong pain in new ad campaign

    By A Correspondent

     

    Sanofi India has launched its new ad campaign for its topical analgesic – Combiflam Icyhot. The film has been conceptualized by Ogilvy and was developed on the insight that pain can weigh one down and can derail one’s day to day life. Effective respite from pain can help people get back on track and move forward.

     

    Said Nikhilesh Kalra, General Manager – Consumer Healthcare, India & South Asia, Sanofi: “We understand how everyday pain affects the quality of life. No matter how much care one takes, physical pain of some sort will find its way to us. Strong pain needs an effective pain relief solution. Combiflam Icyhot is a topical pain reliever available in gel and spray format for instant and long lasting relief to people suffering from muscle pains and sprains. Given the clutter in the pain segment, our ad is distinctive and hence, memorable, delivering the brand message and the product benefits in an engaging manner.”

     

    Speaking about the ad film, Srreram Athray, Group Creative Director, Ogilvy said, “The film is a quirky take on the pain we may suffer in our everyday lives that end up robbing us of vigour. We tried to deliver the brand message in a way that would resonate with most Indians, in a way never tried before within the category.”

     

     

  • Metropolis highlighted the benefits of preventive healthcare through the campaign

    Metropolis partners VURoll for its #MyHealthMyUmbrella campaign

    By A Correspondent

     

    Metropolis has concluded its #MyHealthMyUmbrella online campaign recently garnering over 1.7 million impressions. The campaign was executed end-to-end by VURoll, the DIY social media engagement platform. Metropolis Healthcare launched the Umbrella Handshake movement with the aim to create awareness about the importance of preventive healthcare among people who lead a time-constrained and stressful life.

     

    Said Viraj Malik, Co-Founder, VURoll: “VURoll has been built in a way that it provides extensive analytics to the brands while remaining extremely user friendly. Our algorithms help brands choose influencers most relevant to them using filters of demography, age, reach and vertical. it’s great to see our platform enabling new conversation, excited to see the next phase of brand – consumer interface.”

     

    Talking about the association, Piyush Kumar, CMO, Metropolis , said: “Preventive healthcare has gained more and more importance over the decades because of stressful and in active lifestyles. Young and old, alike, need to keep a constant check on their inner health metrics nowadays. #MyHealthMyUmbrella was aimed to educate people about the benefits of preventive health checkups. VURoll provided us the platform to tap into our preferred influencer network to spread the word and achieve our aim of reaching out and sensitizing over one million people.”

     

     

  • The League will begin on 2nd February with a clash between Kochi Blue Spikers and U Mumba Volley

    RuPay associates with Pro Volleyball League as a Title Sponsor

    By A Correspondent

     

    RuPay, the payments gateway from National Payments Corporation of India, has acquired the title sponsorship rights of Pro Volleyball League, that is set to start on February 2.

     

    An initiative of Baseline Ventures and Volleyball Federation of India, the league will now be called the RuPay Pro Volleyball League in its first season. Expressing his delight on this association, SVP – Marketing, NPCI, Kunal Kalawatia said: “RuPay, is the preferred card for 60cr Indians and 1100+ banks issue a RuPay Card today. Volleyball is a great team sport and already played across the length and breadth of the country. Like RuPay powering the digital payments initiative, we believe that Pro Volleyball league will bring this sport to the forefront and connect the nation with a common spirit. With RuPay Pro Volley Ball League we want to celebrate the power of a young and healthy India.”

     

    Talking about the development, Tuhin Mishra, Co-Founder & MD, Baseline Ventures, said: “We are delighted to have RuPay come on board as the Title Sponsor of the league. It is great to see that RuPay has invested in a sport that is fast-paced, exciting and perfectly matched for our young and dynamic nation.  The Pro Volleyball League aims to start a volleyball revolution to match the digital India revolution that RuPay is leading. And to help us in this endeavour, we couldn’t have found better partners than RuPay.”

     

     

  • Vidya Sen picks up APAC role for Ipsos Innovation; Arun Agarwala takes up additional charge of APEC markets of Philippines, Indonesia & Vietnam as IT Head

    Ipsos India allocates regional roles for senior honchos

    By A Correspondent

     

    Ipsos India has announced regional roles for two senior honchos. Vidya Sen, Executive Director, Innovation, Ipsos India, will now, in addition to her responsibilities as the Country Head for the Innovation Service Line, play an expanded role stretching across the entire Asia Pacific (APAC) Region for Ipsos Innovation. And Arun Agarwala, IT Director, Ipsos India will take up duties of some of the key markets in the APEC (Asia Pacific Excluding China) region, of Philippines, Indonesia & Vietnam.

     

    Said Sen: “Ipsos is the world’s number one Product Testing Company. Ipsos Innovation has been engaging with clients in providing counsel and carrying out product tests for innumerable categories and brands across FMCG, Durables, Automotive, Healthcare, Personal Care, Telecom among others, helping clients innovate and reinvent in today’s changing world.”

     

    Added Agarwala: “Ipsos aims to strengthen IT service support and IT management in APEC. My remit is to help the countries further increase local IT performance and service quality, including IT services. Support and execute Global IT infrastructure, IT services projects and ensuring IT as an enabler and business partner.”

     

     

  • The thought behind this initiative is to enhance the user’s online shopping experience and make it easy and fun

    Fbb unveils its ‘Talk to fbbonline’ initiative

    By A Correspondent

     

    Fashion pret brand Fbb is set to reintroduce fbbonline, through its ‘Talk to fbbonline’ campaign. With an exclusive fbb bot, inclined to connect with online users and drive e-commerce.

     

    Said Prachi Mohapatra, Marketing Head at Fbb: “fbb has been a fashion destination for many. We wanted to provide the same fashion to our customers within the comfort of their homes. By launching the ‘Talk to fbbonline’ we wanted to offer our customers an easy access to their favourite fashion trends, through a simple command. With this campaign, we wanted to leverage the voice search technology and create a better connect with our audience.”

     

    Added Chandni Shah, COO, Social Kinnect: “Voice search is set to shake up the world of digital marketing this year, and it is the perfect time for a brand in the fast-moving retail space – like fbb – to utilise it. Enabling real-time communication with consumers, and creating yet another marketing touchpoint to increase one’s reach – voice search is here to stay. We’re excited to work with fbb on this on-trend campaign to reach more customers than ever.”

     

     

  • The account was won following a multi-agency pitch

    Leo Burnett India wins creative mandate for Cholayil brands

    By A Correspondent

     

    Leo Burnett India has won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura and Krishna Thulasi for their entire existing product portfolio and future launches. The new business was won after a multi-agency pitch. Leo Burnett India’s Mumbai office will look after the brands.

     

    Speaking about partnering Leo Burnett India, Pradeep Cholayil, CMD, Cholayil Private Limited, said: “Medimix is a heritage Ayurvedic brand which is turning 50 next year. The brand stands for its Ayurvedic goodness and efficacy and has a good connect with its users. We are very strong in the Western region with good footprints in a few north markets. The consumer today has realised the significance of Ayurveda and is slowly shifting from cosmetic products to natural products. We believe that it is the right time for us to expand our presence in the Northern and Eastern markets by leveraging this trend. Today, Medimix has become a global brand with a presence in close to 30 countries. Given this objective and our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Leo Burnett India. We liked their creative approach, the quick understanding of the category and understanding of the brand’s objective.”

     

    Added Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett: “Medimix has very strong equity in personal care. India is witnessing a big revival of interest in Ayurveda and its solutions. With the equity of Medimix and the current megatrend in favour of our indigenous solutions, I am sure Medimix will gain further mind and market share. As the partner agency, we will be thinking of the brand narrative in a way that it keeps the brand contemporary and talks to its audience through various media choices available today.”

     

     

  • The campaign is titled ‘Tailor your style’

    Raymond reimagines tailoring in the new campaign by Grey

    By A Correspondent

     

    Grey India has developed a new campaign for Raymond titled ‘Tailor your style’.

     

    Speaking about the campaign, Madhu S. Dutta, Head Marketing, Raymond Ltd., said: “Customisation is at the heart of tailoring. Just like a concoction of gourmet ingredients come together to create a mouthwatering delicacy, similarly the fabric, the threads, the seams, the cuffs & collars harmoniously combine to create a perfect ensemble for the discerning gentleman.”

     

    Added Mayuresh Dubhashi, Executive Creative Director of Grey India: “Imagine a style, and you think tailoring. Think Raymond Custom Tailoring, and you imagine literally endless possibilities in style. With this new and peppy campaign that will come to life across multiple mediums, we have tried to bring forth this very might, and wonder, and the variety that tailoring is capable of. And also illustrate how this grand old art has managed to evolve over the years and remain stylishly contemporary.”

     

  • More men are sharing the load than 4 years ago, but this is just the beginning

    Household inequality takes centrestage in Ariel’s next ad campaign

    By A Correspondent

     

    Ariel has launched the third season of its #ShareTheLoad campaign. In this newly-released edition, Ariel asks: are we teaching our sons what we are teaching our daughters? Urging mothers to be the changemakers of the society and hence relook at the way they raise their sons. The film has been conceptualised by BBDO.

     

    Commenting on the Movement, Sonali Dhawan, Marketing Director, P&G India, and Fabric Care said: “This year, we reignite conversations to go deeper into the cause of this disparity. In the context of right upbringing, we urge this generation of mothers to be the changemakers for the future, and raise yet another pertinent question – Are we teaching our sons what we have been teaching our daughters? If sharing the load is taught at an impressionable age, it becomes a part of their value system. As a mother of a boy and a girl, I truly believe this is possible. I also believe that with Ariel it is possible to simplify the lives of consumers and a happier household is one where both men and women share the load. Ariel encourages men to do their bit and take up tasks like laundry because anyone can get impeccable cleaning with Ariel, no matter who does the laundry.”

     

    Added Josy Paul, Creative Director, BBDO: “Ariel’s #ShareTheLoad has grown into an active movement for gender equality at home. It has generated greater emotional equity for the brand and has triggered a positive change in society. It is one of India’s most recognized and awarded advertising ideas.  WARC ranked it the world’s most effective campaign for 2017 and 2018. We are excited to launch the next phase of the movement. The new campaign is based on an uncomfortable truth that’s so true for today. In the film, the mother’s realization of an unspoken social conditioning and her determined resolution is thoughtful, sensitive and a big leap for society. Her simple action gives men one more reason to share the load at home.”

     

     

  • IdeateLabs has retained the digital account for Brand Factory for the fourth year in a row

    IdeateLabs retains Brand Factory’s digital mandate

    By A Correspondent

     

    IdeateLabs will continue to manage the digital front of Brand Factory, a fashion discount chain by Future Group. The agency will continue with their digital duties for the brand which includes an array of digital duties with our key focus on the exploration of driving measurable footfalls for engagements.

     

    Said Ashish Rana, Business Head, IdeateLabs: “IdeateLabs is excited to have retained Brand Factory for the fourth year in a row. This just gives us more opportunities to craft exciting digital strategies for them. IdeateLabs’ partnership with Brand Factory has witnessed quirky and buzz-evoking content so far and the future holds the same along with growing strategic approach, deeper consumer understanding and market insights, flawless data analytics and media efficiency. Our focus for upcoming campaigns will be on analyzing possible measurable footfalls that garner engagement in abundance.”

     

    Added Roch D’Souza, Chief Marketing Officer, Brand Factory: “The partnership between Brand Factory and IdeateLabs has been a fruitful one with all our digital assets experiencing exponential growth. IdeateLabs has been with us for over four years now. The relationship we share is more a partnership than an agency-client relationship. Not only did they understand the brand, but they also helped us translate our brand personality in the digital world through relevant content & initiatives. IdeateLabs works as a perfect business partner and understands the changing business dynamics while engaging with our digital audience in effective ways. We look forward to the same commitment and growth.”

     

     

  • The anthem has been created in collaboration with artistes, Deepa Unnikrishnan, aka Dee MC and Simi Talsania

    Mahindra Group unveils #LadkiHaathSeNikalJaayegi in new avatar

    By A Correspondent

     

    The Mahindra Group together with the Project Nanhi Kali marks the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’, that draws on from #LadkiHaathSeNikalJayegi campaign in an all-new avatar. The anthem is an unconventional rap mix, through a collaboration between Deepa Unnikrishnan, aka Dee MC and Simi Talsania.

     

    Commenting on the purpose and genesis of the anthem, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd said: “Mahindra is a socially responsible and trusted brand, and with the Rise for Good initiatives, we not only want to do good in the community, but also aim to inspire others to drive societal change. #LadkiHaathSeNikalJayegi was one such campaign which provided a positive perspective on an age-old and negative mindset. Expanding the mindset beyond girl child education and helping them envision their preferred, potentially unconventional career choices was the logical succession to the campaign. Today, on National Girl Child Day, we are thrilled to be launching the ‘Rise Up’ anthem, and there could be no better role models than Dee MC – a rapper, and Simi – a dancer in the hip-hop genre, to help us tell this story differently.”

     

    Created by Mahindra Group and Project Nanhi Kali, the anthem was conceptualised by 22feet Tribal Worldwide, Mumbai.

     

     

  • Proudly Indian’ is a hashtag that Lava started about a year back

    Soho Square partners Lava Mobiles for a film on Republic Day

    By A Correspondent

     

    Lava Mobiles has released a new film which is a part of its ongoing ‘Proudly Indian’ campaign. This film has been created in celebration of India’s 70th Republic Day which falls tomorrow (January 26).

     

    Said Sumanto Chattopadhyay, Chairman & Chief Creative Officer of the soon-to-be-rechristened Soho Square: “Republic Day is when the Indian constitution came into effect, completing our long journey to independence. Let’s shake off our apathy to honour the tremendous effort that went into making us who we are as a nation.”.