MxMIndia

Category: MARKETING

  • A parallel is drawn between Captain Cool and Orient coolers in a simple and charming way

    Orient promotes its IoT-enabled coolers in new film

    By A Correspondent

     

    In line with its marketing strategy for the summer season, Orient Electric has launched a new TVC featuring MS Dhoni to introduce its new range of IoT-enabled air-coolers.

     

    Said Saurabh Baishakhia, Sr. VP and Business Head, Home Appliances, Orient Electric Limited: “We are continuously focusing on using technology led innovation to create the differentiation that the new age consumers expect. By introducing a complete lineup of IoT-enabled air coolers which can be controlled via Orient Smart mobile app and voice assistants (Alexa & Google Assistant), we have clearly created a differentiator in the segment. The new TV commercial brings out the characteristic features of our air cooler range by means of a witty dialogue between MS Dhoni and Chikki. I am sure that this TV spot will capture the audience attention and create a lot of excitement about Orient’s IoT-enabled air coolers.”

     

    Added Sagar Mahabaleshwarkar, CCO, Contract: “It’s not just talking about a new range of coolers but also the fact that it comes from the house of Orient. Which is why it was imperative to use the larger narrative that has been used for Orient Electric time and again, that of MS Dhoni and his on-screen niece ‘Chikki’.  And subsequently humanise all the innovative features of the coolers within it.”

     

     

  • Focus on changing usage patterns to impact change

    Finolex Pipes launches digital campaign on water conservation

    By A Correspondent

     

    Finolex Industries has launched a digital campaign on water conservation. Aimed at impacting a change in the way people use water, the film shows the grim reality we are headed towards if we do not take necessary steps to conserve water.

     

    Commenting on the films, Nitin Kulkarni, President, Sales & Marketing, Finolex Industries said: “We’re privileged to be the company that helps transport water into the homes and farms of majority Indians. As we enjoy this privilege this is our small attempt to remind our countrymen that water is a resource we must use wisely. Having said that for us, actions speak louder than words and I’d request all those who have seen this film to also see the work done by Mukul Madhav Foundation – CSR partner of Finolex Industries in the area of water conservation and support that work where possible.”

     

    Added Harshil Karia, Managing Director, Schbang: “We’re happy to use the occasion of World Earth Day to co create something special with Finolex. For us, Finolex and Mukul Madhav Foundation and their work has always been inspirational and we’re very glad to be able to create a message to add to all the fantastic work they do. Our entire team across Mumbai and Bengaluru supports this message and shall be doing all it can to ensure that water is used mindfully in our homes and offices and that this message travels far and wide.”

     

     

  • The TVC reveals newly designed bottles of the entire Wild Stone deodorant range

    Wild Stone unveils #JustFriendsNoMore ad campaign

    By A Correspondent

     

    Wild Stone range of deodorants has launched the second TVC of its popular #JustFriendsNoMore series. The TVC reveals newly designed bottles of the entire Wild Stone deodorant range.

     

    Said Sanjay Srivastava, Chief Business Officer, McNroe: “The entire Wild Stone deodorant range has been re-created bearing in mindconsumer preferences and an improved fragrance delivery mechanism. We are optimistic that the new packaging designs will enhance the overall product experience of our consumers.”

     

    Added Sushant Panda, Brand Evangelist, 3003 BC: “Scientifically, fragrances and scents have had the power to create a lasting impression on our minds since time immemorial. Wild Stone’s latest TVC has aptly recognized the relevance of fragrance in the creation of this unforgettable memory of a person.”

     

     

  • Nestlé India has launched its latest corporate campaign that attempts to further its credentials as a nutrition expert

    Nestlé looks to educate Indians via AskNestlé.in

    By A Correspondent

     

    Nestlé India has launched its latest corporate campaign that attempts to further its credentials as a nutrition expert. AskNestlé is a mobile-first website that revolutionises how parents feed, and cook for their children up to 12 years of age.

     

    Speaking on the roll-out of the campaign, Rashi Goel, VP Consumer Communications, Nestlé India said: “We believe that to ensure holistic growth, it is important for parents to imbibe the right knowledge and best practices to help their children inculcate the right nutritional habits. With our knowledge and expertise in the space of food and nutrition, we believe that with this platform we will be able to provide authentic and reliable information to parents. We are proud to say that the TVCs bring to life the exact essence of the thought behind the website.”

     

    Added Alok Lall, Executive Director, McCann Worldgroup and India Head of Advertising, McCann Erickson: “Children are inquisitive by nature and as parents sometimes we get stumped by the questions and riddles they ask. The corporate campaign, ‘AskNestlé’, is an initiative that has been developed to address the concerns and questions raised in the space of the food, health and nutrition. The campaign showcases how relationships of children have evolved with adults around them and how adults are also feeling the need to stay updated to tackle all the questions that children corner them with. The AskNestlé campaign uses light hearted banter and engaging content, to deliver the message about the holistic bouquet of services.”

  • The film emotionally connects with the viewers with its tear-jerking moments

    Saregama Carvaan renders another emotional ad film

    By A Correspondent

     

    Chrome Pictures and The Womb recently released their latest ad for Saregama Carvaan.

     

    Said Kumar Ajit, Vice President, Saregama India: “As awareness of Carvaan as a product grows, we now wanted to build in a compelling emotional motive for all young Indians to express their gratitude towards the people who have made some impact in their life. #ThankYou is the simplest expression but most often than not a difficult one to express. With Saregama Carvaan, we want to bridge this gap between the generations. We urge people to say #ThankYou to the people who matter, who have made difference in their lives. The time is right to gift Carvaan not just for its 5000 songs and other great features, but also for the emotional heft it carries”

     

    Adding to that, Navin Talreja, Founding Partner, The Womb said: “We felt Saregama Carvaan could be the perfect carrier of such an expression for the young generation. We want to make Carvaan as synonymous with saying ‘thank you’, as a red rose is for love. The launch film is the first in a series of communication and activation initiatives we will take to seep the message deep into Indian psyche. We’ve started off with a typical and traditional Indian father-son relationship – filled with respect and distance. And how Carvaan can help in a small way to bridge such relationship gaps”

     

    Said Amit Sharma, Director, Chrome Pictures: “A lot of Indians are not verbal about their feelings towards their parents especially towards fathers even though they love them. Small gestures that children express onto their parents are magical moments that fill their hearts with joy. Being appreciated by your child when not expecting is the best gift a parent can ever receive and as a father myself I can vouch for this. Therefore, when the Saregama Carvaan brief was narrated to me I was very moved by it and was extremely excited to take the project forward. I hope my latest creation for the Saregama Caravaan brings both parents and children closer.”

     

     

  • The new ad film series aims to achieve brand salience and boost affinity

    Symphony affirms leadership status in latest ad campaign

    By A Correspondent

     

    Symphony has launched its latest ad campaign that affirms its world leadership in the sector. The new ad film series aims to achieve brand salience and boost affinity for Symphony’s innovations.

     

    The ad films are conceptualised and directed by Manoj Tapadia while the production house is Offroad Films.

     

    Said Symphony’s President Sales & Marketing, Rajesh Mishra: “Symphony owns the ‘cooling’ space in India. The company has been instrumental in inventing and developing cutting-edge air-cooling products that have helped cool consumers across generations. Symphony’s air-coolers have the widest demographics with usage across age-groups, geographies, social-classes, income groups and so on. Our aim is to consolidate our strength and reinforce market dominance by continuous innovation.”

     

     

  • The initiative has been conceptualized and executed by the DDB Mudra Group

    McDonald’s urges the youth to vote and make a difference

    By A Correspondent

     

    To encourage young voters to go out and make their choice in the ongoing elections, McDonald’s has executed an interesting social activation. As a part of the activation, customers who didn’t vote in the ongoing elections were served something other than what they had ordered. When the baffled customers complained about the wrong order, the crew pointed out that since they did not cast their vote, they have lost their right to choose what they want.

     

    The activation was  conceptualised and executed by the DDB Mudra Group.

     

    Sharing his views on this campaign, Arvind R.P., Director – Marketing and Communications, Hardcastle Restaurants Pvt. Ltd., said: “At McDonald’s, we believe in standing up for good and with this social initiative we are making a small yet significant effort to sensitize the youth about the power of their vote and urge them exercise their right to choose their elected representative. The message is simple – if you don’t vote, you lose the right to choose.  We feel it is our duty as a responsible corporate citizen to drive the change that we want to see in the mindset of the Indian youth. In a few cases, we actually had customers who came back to our restaurants after voting and that is a testimony of the how small efforts can make a big difference.”

     

     

  • The campaign showcases its mobile app, which is powered by ARQ

    Leo Burnett executes latest campaign for Angel Broking

    By A Correspondent

     

    Angel Broking has launched its latest integrated campaign to showcase its mobile app. The new communication has been developed by Leo Burnett.

     

    Sharing his thoughts on the campaign, Vinay Agrawal, CEO, Angel Broking Limited said: “We have always strived to make the best technology and services available to the consumers who are looking for uncomplicated and instant investment solutions. It is our constant endeavour to understand our consumers core problems to give a definitive solution. We have put our best data scientists, technology experts, market researchers and deep industry experience at work and built the revolutionary investment engine ‘ARQ’. ARQ makes superior Investment advisory available to every Indian consumer which otherwise was only available to big ticket and HNI investors. We understand the role that technology plays in our customer’s investment and trading journey, which is the reason why we have built a robust backend to offer an unparalleled experience.”

     

    Speaking about the campaign Rajdeepak Das, MD India & Chief Creative Officer Leo Burnett South Asia said: “The campaign talks about the journey every investor goes through; from facing issues with their relationship managers to lack of understanding or simply insufficient information on the current apps. The light – hearted execution takes you through a day in the life of an investor outlining the ironies of his life. Bridging this gap is the new Angel Broking app. The best part is that it is powered by the ARQ technology which aggregates their decades worth of knowledge and data on finance and investments to give users real time advice and analysis on their fingertips.”

     

     

  • Kingfisher’s latest IPL communication features top players across five teams singing a rap song

    Kingfisher continues association with latest edition of IPL

    By A Correspondent

     

    For the 12th edition of the Indian Premier League, brand Kingfisher continued its association with various teams. Kingfisher’s latest IPL communication features top players across five teams singing a rap song.

     

    Said Kundan Joshee, Senior Vice President & Managing Partner from Wunderman Thompson: “The strength of a brand is in how it carries on and refreshes its proposition for younger and newer audiences. And this new commercial from Kingfisher in the form of a rap music video does just that.”

     

    Speaking on the campaign, Gurpreet Singh, Divisional Vice President of Marketing, UBL, added: “We understand the dynamic audience and the rap culture which has recently gained momentum in India. Our latest campaign highlights the game of cricket as more than just a sport, but as a medium which brings diverse people together with great pomp and show.

     

     

  • The campaign celebrates the ups and downs of life on the road

    American Tourister grants #Youraccesstotheworld, in latest ad campaign

    By A Correspondent

     

    American Tourister has launched its latest campaign for a new range of luggage bags, #YourAccessToTheWorld. Spearheaded by cricketer Virat Kohli, the campaign celebrates the ups and downs of life on the road, and encourages us all to live life to its absolute fullest.

     

    Commenting on the launch of the new campaign, Anushree Tainwala, Executive Director – Marketing, Samsonite South Asia, said: “I am delighted to announce the launch of an iconic new campaign for American Tourister. When travelling the world your luggage acts as a gateway to thrilling new experiences – #YourAccessToTheWorld! And our new campaign perfectly captures the excitement of setting off on an adventure with nothing but your luggage. This newest range of wheeled luggage bags has been meticulously designed to be stylish, innovative, and instantly recognisable – the ideal companion for today’s globetrotting traveller. And there’s no one who embodies modern India’s thirst for travel and adventure better than Virat Kohli!”

     

    Added Abhinav Tripathi, Executive Creative Director, McCann: “It’s a pleasure to have a celebrity on a brand, and yet have the brand be a bigger celebrity. That’s our approach for American Tourister this year. We make Virat travel to obscure parts of the world, where he may not be known but his American Tourister luggage definitely is.”

     

     

  • The campaign has been conceptualized by FCB Ulka, Mumbai

    FCB Ulka launches latest ad campaign for He Deodorants

    By A Correspondent

     

    He Deodorants launched its latest advertising campaign created by FCB Ulka. Said Harsh Vardhan Agarwal, Director, Emami Ltd: “The deodorant category in India is highly saturated and cluttered. With the presence of multiple players, it is becoming increasingly difficult to break through this clutter and stand out. He as a brand has a strong legacy of differentiation from the very beginning.

     

    This time, we found through our consumer research that there is an increasing dual usage trend wherein one in five users currently use two or more deos on a regular basis just from the need of variety and the urge of not smelling the same every time. Triggered by this consumer need, we have brought in a category disrupting solution through He Magic Duo where we are offering two fragrances at the price of one. We believe that He Magic Duo with its breakthrough packaging is going to create a stir in the consumer mindspace.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “It is invigorating to work on a new client and chart a new path for a brand. Our first campaign with Emami for HE Deo’s is a perfect example of this. Leveraging its unique two fragrances in one pack, the films position He Deo’s Magic Duo as something that raises the possibility of even the unbelievable becoming believable, because He now makes two fragrances in one pack. Each of the films is a treat to watch and this is sure to be among the most talked about campaigns in the category.”

     

     

  • The TVC drives awareness on the use of a “soap-free” face wash for pimples

    Himalaya TVC focuses on soap-free facewash

    By A Correspondent

     

    Himalaya highlights the benefits of using Himalaya Purifying Neem Face Wash over an ordinary toilet soap as a solution to tackle pimples in its new campaign.

     

    Abhinav Chugh, Category Manager – Face Wash, Consumer Products Division – Marketing, The Himalaya Drug Company, said, “Himalaya is the most preferred and loved brand in the facewash Category. Consumers trust Himalaya for their face wash needs. It is our responsibility to build awareness around face care and advocate correct solution for consumers’ benefit. The rapidly growing face wash category still has low penetration. 7 out of every 10 consumers in urban India unknowingly use soap for face cleansing. With pimple problem, an ordinary toilet soap can be harmful and should be avoided.”

     

    Conceptualised by Eighty-Two Point Five Communications, the highlight of the TVC was to give enough reasons to the consumer using soap on pimple to switch to Himalaya Purifying Neem Face Wash to resolve their pimple-related problems.

     

    Added Ravikumar C, Senior Creative Directive, Eighty Two Point Five Communications:  “This time around, as part of recruiting new users into the category, we had to make the consumers aware of the ineffectiveness of an ordinary toilet soap when it comes to pimples. We had to communicate a functional message while retaining the brand story of two sisters, their innocence, care, and warmth. Our creative solution was simple, and added one more character to this mix, a portrait. The story revolves around a portrait of the younger sister drawn by the elder one. When one uses the portrait to showcase her problem of pimples, the other provides the solution through it without losing the innocence, simplicity, care, and warmth.”