MxMIndia

Category: MARKETING

  • It has lined up an integrated marketing campaign to support the launch of the product

    Jadeja appointed brand ambassador for Bajaj Cool Almond Drops Hair Oil

    By A Correspondent

     

    Bajaj Consumer Care has appointed Ravindra Jadeja its brand ambassador for its new Bajaj Cool Almond Drops Hair Oil. A new TVC, conceptualised by Mullen Lintas, has Ravindra Jadeja focusing on the new product as a cool oil that does not leave your hair feeling sticky.

     

    Commenting on the new launch, Sandeep Verma, President Sales and Marketing of Bajaj Consumer Care: “Bajaj Cool Almond Drops Hair Oil is the ideal hair oil for the approaching hot summers. There are other cooling oils in the market too, but we found that there is a genuine consumer need gap for a cooling oil which is non-sticky and light. Being the pioneers in the light hair oil segment, we decided to take up this challenge and provide the consumer with a product that provides the benefits of a cooling oil without the hassles and problems of stickiness . We are glad to collaborate with Ravindra Jadeja for this campaign. He is the ideal brand ambassador since he has always kept his cool under high pressure situations.”

     

    Sharing an insight on the TVC, Priya Balan, Senior Vice President and Branch Head from Mullen Lintas added: “The campaign is based on a simple product truth that most cooling oils give you cooling but may make your hair look sticky and “chipku”. Unlike Bajaj Cool Almond drops hair oil that is a light cooling oil, and not only helps you keep cool, but also look cool. It was wonderful collaborating with Ravindra Jadeja as our brand ambassador, who we believe is a perfect fit for the brand philosophy”.

     

     

  • Ogilvy Mumbai, in collaboration with Ogilvy Melbourne, strategically rolled out hoardings announcing the comeback

    Cadbury Dairy Milk welcomes back Smith & Warner

    By A Correspondent

     

    Cadbury Dairy Milk has bought back Australian cricket personalities Steve and Dave this IPL season. Ogilvy Mumbai, in collaboration with Ogilvy Melbourne, strategically rolled out hoardings announcing, ‘Welcome back Steve and Dave’ in Jaipur, Hyderabad and Kolkata to welcome back the two cricketers into cricket.

     

    Said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India: “We wanted to encourage people to be generous with their thoughts as well as their actions. In today’s extremely competitive world, people have started to become jaded and cynical. With this gesture, we hoped to remind all our consumers to be more inclusive in their thoughts and actions. It is extremely heartening to see that the engagement on the social media posts has been predominantly positive, reinforcing our belief that we as a people are inherently generous. After all, in India, we live by the code of ‘Atithi Devo Bhava’, the ultimate expression of generosity.”

     

    Added Sukesh Nayak, CCO, Ogilvy India West: “Offering a second chance without judgment or righteousness is one of the most generous things anyone can do. We wanted to give out a message that the goodness within us is what defines us. And we believe it’s not just the brand welcoming them back. It is the entire cricketing world and the fans being at their generous best by giving them an opportunity to get back to what they love most, cricket.”

     

     

  • Sr. Bachchan seen educating audience about ill effects of taking shortcuts while constructing new home and recommends total waterproofing

    ‘Don’t be an octopus’, suggests Amitabh Bachchan in Dr. Fixit’s new campaign

    By A Correspondent

     

    Dr Fixit has unveiled its new campaign featuring actor Amitabh Bachchan. The TVC urges home-owners to avoid taking a shortcut while constructing their new home and engage in waterproofing with Dr. Fixit.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building the category for waterproofing. People constructing new homes may have the right intention of waterproofing but often make the mistake of leaving it to others or ignoring it or cutting corners. This campaign featuring humorous interplay between Mr Bachchan and aquatic creatures aims to nudge people in the right direction of seeking total waterproofing from Dr. Fixit. Humor works best in changing people’s attitude and even better with Mr Bachchan.”

     

    Commenting on the campaign, Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, said: “Humans normally don’t change their behaviour when given lots of information but do so with an insightful and emotional nudge. In this series of interesting TVCs, Ogilvy and Corcoise team have done a fantastic job in providing the nudge through unique aquatic characters and humour.  Mr Bachchan is at his best, as always.  It definitely makes a person sit up, take notice and reconsider their thinking on water-proofing.”

     

     

  • The film targets the young Indians who aspire for a fuller life and value products

    Lloyd unveils campaign featuring #DeepVeer

    By A Correspondent

     

    Lloyd Air Conditioner’s latest ad film – Khayal Rakhenge. Khush Rakhenge – highlights an enjoyable take on its innovative technology. The film targets the young Indians who aspire for a fuller life and value products with technology that helps them live this kind of life.

     

    The film conceptualised by Mullen Lintas features Bollywood couple Deepika Padukone and Ranveer Singh.

     

    Commenting on the thought behind the Campaign and Film, Amer Jaleel, Group CCO & Chairman – Mullen Lowe Lintas Group, said: “Lloyd is a new-age Indian brand and the most important aspect of the brand to influence when it came to us was its voice. We felt that consumer durable brands are not able to reflect the millennial-speak that is so important to make brands relatable in this category. If you hear people and the brand, speak like you, you stop and listen however much the clutter. We were helped by the chemistry between our stars which while being electric is thankfully so normal! The fact that they were coming together for a brand that was a first for them, their own excitement and enthusiasm at being captured and working together got added with the magic of our ‘Badhai Ho’ director Amit Sharma. All this made the atmosphere on the set so amazing that I think we just put a camera and it translated the reality on celluloid without any loss!”

     

    Added Amit Tiwari, Vice President Marketing, Havells India: “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”

  • They offered a solution to devotees via the Bajaj Platina Comfortec 110

    Ogilvy and Bajaj offer bike service for devotees at Kumbh

    By A Correspondent

     

    Ogilvy and Bajaj saw the Kumbh Mela as an opportunity to connect with people and create a difference in a unique way. The Kumbh sees a lot of elderly and physically challenged pilgrims who find it difficult to walk the last few kilometres to the ghats for their holy dip. They found a solution to this problem in Bajaj Platina Comfortec 110.

     

    Together they introduced a free ferry service for the elderly pilgrims in the Kumbh city called the Aaram Rath sewa. Designed with specially fitted backrest, Platina Comfortec 110 was converted into Platina Aaram Rath, custom made to offer a comfortable ride for the needy.

     

    Said Narayan Sundararaman, Vice President, Bajaj Auto: “With the new Bajaj Platina Comfortec 110, our focus has been to deliver the most comfortable ride experience in the category. No doubt that the motorcycle has much better power, acceleration, pick-up, and braking. But a Platina stands for comfort. When we encountered this opportunity, we were clear that this activity will bring relief to people in need of help to reach the ghats, and that Platina is the right vehicle of choice for it. From there on, we worked on retro-fitting a secure two-sided backrest specially made for the audience. We are thrilled that this activity has been so well-received. I can only imagine the countless blessings we have gathered along the way.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy West: “People come from across the country to take the holy dip at Kumbh. By running this free Aaram Rath service on the most comfortable motorcycle, we are happy to have helped so many elderly people get to the ghat in the most comfortable manner.”

     

     

  • Conceptualised by Rediffusion, the TVC is on air in Tunisia along with a full-fledged outdoor & digital plan to promote this new brand message across Tunisia

    Rediff evokes patriotic fever amongst Tunisians in Xenon ad film

    By A Correspondent

     

    With an aim to take the brand acceptability and recall to the next level, Tata Motors recently launched new variant for the Tata Xenon in Tunisia. Through this campaign, the brand aims to take the customers on a journey of an Indian brand infused with the spirit of patriotism that reflects their desire to take their country ahead.

     

    Speaking on the initiative, Rudrarup Maitra, Head, International Business, Commercial Vehicles, Tata Motors said: “We introduced Tata Xenon in Tunisia in 2016 and in a short span of time, Tata Xenon managed to become a significant player with its sheer performance. This was an important milestone for an Indian automotive brand, in a market with strong foothold of Japanese and European brands. In order to further drive our growth, we needed to support the brand with communication, which was both culturally and locally relevant as well as engaging for the Tunisian customer.  We embarked on a customer immersion journey wherein we mined many deep customer insights. The extensive research surfaced a strong need of self-reliance amongst the customers and the need to be tough to be able to strive towards better life. We also realized that the Tunisian National Anthem resonates with the essence of what the Tata Xenon brand stands for. This gave birth to “Only the tough can” campaign, which is a result of the hard work put in by marketing team, our agency partners and our distributor partner Le Moteur. Our primary closed group research has shown that the campaign is being received well and is managing to create the emotional connect we had hoped for. We are very excited to take it ahead as a full-fledged campaign across TV, outdoor and digital.”

     

    Added Siddhant Lahiri, Strategic Planning Head, Rediffusion Mumbai: “The revolution of 2011 changed Tunisia. It is a country recovering from a tumultuous past. It is a country trying to boost its economy after a severe civil uprising. The market is nascent yet ridden with strong Japanese, European & Chinese brands when it comes to automobiles. Therefore, marketing high value products is a challenge in the country, especially commercial vehicles. Hence, it was essential to connect this vehicle with an intrinsic cultural truth – otherwise this would remain yet another launch. While jobs are few, competition is huge and as a result Tunisians are more inclined towards self-reliance. It is a nation of entrepreneurs – self-starters who refuse to take no for an answer in their quest for a better future. This reflects perfectly on their sentiment towards the country as well: people are deeply patriotic and want to do more for their homeland. Despite the rough circumstances, they consider it their responsibility to help their country – they want to rise up for their country’s might and drive it towards a glorious future. They call themselves “the defenders of their Homeland.”

     

     

  • A collaboration between ACT Responsible and WARC Rankings

    The Good Report celebrates best campaigns for social responsibility

    By A Correspondent

     

    ACT Responsible, the international non-profit association and global source of the world’s best ads on social and environmental issues, in collaboration with WARC, has come up with The Good Report, aranking of the world’s best use of creative communications to promote sustainability and social responsibility to raise awareness of major social and environmental issues.

     

    A total of 827 campaigns produced by 534 agencies for 685 advertisers from 74 countries were evaluated for this latest Good Report. The Good Report ranking is created by combining the industry’s recognition of the best performing campaigns as tracked by the WARC Creative 100, with the promotional effort behind the campaigns and the general public’s recognition from public votes organized by ACT Responsible.

     

    Of the 40 campaigns featured in The Good Report 2018, 27 are for NGOs, institutions and foundations and 13 are for commercial brands. The Top 25 agencies are made up of six independents and 19 networked agencies. In the top 19 Networks list there are three independent networks and 18 networks owned by holding companies; and the top ten Advertisers include eight NGOs/Institutions and two for-profit companies.

     

    Said Hervé de Clerck, Leader, ACT Responsible: “With The Good Report, ACT Responsible continues its mission of promoting, inspiring and federating the communications industry for the greater Good. We truly believe advertising has a major role in educating and promoting good to help make the world a better place and we are proud the celebrate this work every year. Producing The Good Report with the collaboration of the WARC Rankings team is a great privilege.”

     

    Added David Tiltman, Head of Content, WARC: “Whilst purpose-driven campaigns are playing a key role in today’s brand marketing, Act Responsible, together with Gunn Report, have been shining a light on communications for good causes for nearly two decades. Following the recent rebrand of the Gunn Report to WARC Rankings, WARC is delighted to continue this collaboration.”

     

     

    Most successful Campaigns promoting good causes 2018:

    #1 Trash Isles, AMV BBDO London, LadBible and Plastic Oceans Foundation

    #2 Prescribed to Death, Energy BBDO Chicago, National Safety Council

    #3 No Conditions Apply – Sindoor Khela, FCB Ulka Mumbai, The Times of India

    #4 Destination Pride, FCB/SIX Toronto, PFLAG Canada

    #5 Touching Masterpieces, Geometry Prague, NeuroDigital for National Gallery of Prague

     

    Most successful Agencies promoting good causes 2018

    #1 BBDO New York, USA

    #2 AMV BBDO London, UK

    #3 Colenso BBDO Auckland, New Zealand

    #4 la chose, Paris, France

    #5 J. Walter Thompson New York, USA

     

    Most successful Networks promoting good causes 2018

    #1 BBDO Worldwide

    #2 FCB

    #3 J. Walter Thompson Worldwide

    #4 McCann Worldwide

    #5 Havas Group

     

    Most successful advertisers promoting good causes 2018

    #1 Amnesty International

    #2 WWF

    #3 Greenpeace

    #4 Procter & Gamble

    #5 Plastic Oceans Foundation

     

     

  • It will be handled out of the Mumbai office of Publicis Beehive

    Publicis Beehive bags creative mandate of Balaji Wafers

    By A Correspondent

     

    Publicis Beehive has won the creative mandate of snacks and namkeen player, Balaji Wafers. It will be handled out of the Mumbai office of Publicis Beehive.

     

    Flagging off the partnership, Publicis Beehive has launched an integrated ad campaign led largely by a series of TVCs. Said Keyur Virani, Director, Balaji Wafers: “Publicis Beehive got the insight on the brand and value proposition spot on. The creative execution of their thinking was disruptive too. Subtle humour in the category of wafers and snacks is so difficult to achieve and we were pleasantly surprised to see how easily they married this style of storytelling.”

     

    Sharing his views on the brand thought and execution, Paritosh Srivastava, COO – Publicis Beehive said: “Balaji Wafers is a trusted name in the snacks and namkeen category and we are delighted to have them partner us as they embark on a quest to become a household name across India. The key insight was to play on the one factor that sets the brand aside from the others – less air and more wafers. What better way than to relate it to real life instances. We are excited with the inaugural brand campaign and are positive that it will connect innately with the consumers at large.”

     

     

  • The campaign has been conceptualized by Lowe Lintas

    FreeCharge launches new digital campaign – ‘Sirf App Nahin, Appreciation’

    By A Correspondent

     

    FreeCharge has launched its new digital campaign ‘Sirf App Nahin, Appreciation’. The campaign, conceptualised by Lowe Lintas, has been crafted to celebrate even the little efforts that we make every day to address our basic necessities, which otherwise go unnoticed.

     

    Commenting on the launch of the digital campaign, Sangram Singh, CEO, Freecharge said: “We are continuously focusing on innovative storytelling to build deeper connect with our consumers. The campaign has been weaved around an insight from the real-life situations of young professionals, who are constantly looking at validation both personally and professionally. Freecharge as a facilitator of easy and seamless payments appreciates the effort a customer makes, recognizing that everyone deserves to feel the work they are doing however mundane it may seem, is contributing to something worthwhile.”

     

    Added Amar Singh, Regional Creative Officer, Lowe Lintas: “The idea was to talk to people who’ve spent enough time at work to realize that the appreciation they were expecting as a natural response to their efforts, is a rare bird to spot. Conceived by Rajat Dawar and Abhishek Dey, the creative device of Omkar playing a melancholic melody to depict the protagonist’s dispirited state of mind, gives way to joy when FreeCharge arrives with rewards for even the small stuff. And in so doing, builds an association for the brand with the much-valued feeling of being appreciated.”

     

     

  • It features cricketer Virat Kohli

    American Tourister unveils its #GoSwagPackin campaign

    By A Correspondent

     

    American Tourister has launched its new ‘#GoSwagPackin’ campaign featuring Virat Kohli.

     

    Speaking on the launch of the new campaign, Anushree Tainwala, Executive Director Marketing, Samsonite South Asia, said: “I’m thrilled to announce that we’ve taken #swagpack to the next level with this latest campaign. Our newest range of #SwagPacks is all about exploring the world and living life to its fullest, and the global icon that is Virat Kohli complements the brand and the communication perfectly. His confident and stylish personality is a perfect fit for American Tourister and reflects the best attributes of today’s India – go-getter spirit, assertive individuality, and most importantly, swagger!”

     

    Commenting on the new campaign Abhinav Tripathi, Executive Creative Director, McCann India added: “Following in the footsteps of our last campaign, we wanted to up the Swag this year, while also focusing on the international look and appeal of the American Tourister backpack. So we got Virat to travel our little planet with the bags, quite literally. The film’s warped but unique visual language took a decent amount of trial and error, but I think everyone involved should be really proud of the final result.”

  • The TVC is conceptualized around the theme ‘It doesn’t just cool, it cleans’

    Haier India unveils ad film for its PuriCool range of ACs

    By A Correspondent

     

    Haier has unveiled its new ad campaign featuring the PuriCool range of air conditioners. Conceptualised around the theme of ‘It doesn’t just cool, it cleans”, the TVC has been created and conceived by Famous Innovations.

     

    Said Satish NS, Senior Vice President, Marketing and Sales: “We are excited to announce the launch of the new TVC featuring our latest innovation. By introducing the state-of-the-art PuriCool technology in our air conditioners, our aim is to provide a solution that stands out as a comprehensive solution to aid wellbeing efforts of Indian families. The TVC aims to create awareness among people about how outdoor air pollution directly affects the quality of indoor air at home. At Haier, we are constantly finding ways to improve consumers’ life and through this TVC we intend to reinforce and strengthen the brand connect with the consumers and highlight how we at Haier understand customer needs and address them with meaningful innovations.”

     

    Added Raj Kamble, Founder and CCO, Famous Innovations: “The campaign throws the spotlight on the issue of indoor air pollution and educating our audience about how the related solution has become the need of the hour. In the TVC, it highlights the issue by reminding consumers of their everyday wellbeing habits and how it remains undone in absence of breathable indoor air, which doesn’t only need to be comfortable but also clean. Haier India’s PuriCool Series is a breakthrough innovation in the air conditioner market that will surely set a benchmark in the next generation of air conditioners.”

     

     

  • The campaign unveil’s the brand’s new backpack collection for 2019

    Varun Dhawan stars in Skybags campaign

    By A Correspondent

     

    Skybags has launched its latest campaign featuring superstar Varun Dhawan. The ‘Always a Star’ campaign marks the unveiling of the brand’s new backpack collection for 2019.

     

    Commenting on the launch of the new campaign and collection, Sudip Ghose, Managing Director, VIP Industries said: “The Backpack Collection for 2019 is reflective of a very animated and vibrant spirit; it scores high on the fun and functionality quotient. Through this campaign, we have endeavoured to reach out to millennials who are always in quest of something truly unique and trendy. Both, the campaign and the collection aim to capture this essence.”