MxMIndia

Category: MARKETING

  • The TVC urges people to bring home joy by adopting a dog

    Voot Studio partners Pedigree for campaign on Mother’s Day

    By A Correspondent

     

    Voot Studio partnered with Pedigree to celebrate Mother’s Day in an unconventional manner. Through this campaign, Voot Studio and Pedigree along with Mediacom as agency partner, urged people to adopt dogs.

     

    Pedigree has tied up with 25+ pet NGOs to drive the cause of adoption for stray dogs.

     

    Speaking about the initiative, Akash Banerji, Business Head–Advertising Video Platform, VOOT, said: “We recently launched our Voot Studio programme, an industry-first initiative that partners with brands around compelling storytelling and platform integrations, to drive their brand narrative for the new-age consumer.  Our association with Pedigree is with the aim of creating ROI for a brand much beyond the 30 second ad spot..”

     

    Added Mohit Arora, Marketing Director, Pet Nutrition India: “BringHomeJoy campaign was visualized keeping our vision of “making a better world for pets” in front &center.  As category leaders we take pride in driving responsible pet ownership, one such initiative is creating awareness and consideration around pet adoption. By involving & directing all digital engagement to 25 partner pet adoption agencies across 16 cities,  we hope to start an initiative to find more loving homes for all pets.”

     

    Said Navin Khemka, CEO – South Asia, Mediacom: “Pet lovers know that pets are like their own kids. We dedicate this campaign to every pet caring person and are confident that many families will come forward and adopt a dog. In todays world we need more compassion, care and understanding. We are fortunate to be involved in co-creating this campaign with Voot Studio & Team Pedigree.”

     

     

  • Re-establishes the brand’s belief, “leadership that inspires the world”

    Rajnigandha focuses on leadership skills in latest ad film

    By A Correspondent

     

    The Dharampal Satyapal (DS) Group has rolled out a new TVC for pan masala major Rajnigandha. Conceptualised by Dentsu Impact, the new commercial showcases Rajnigandha as a brand, which believes in leadership that inspires the world.

     

    Commenting on the campaign, Rajeev Jain, VP Marketing, DSL said: “Rajnigandha has always applauded success, aspiration and winning spirit and the accompanying modesty that is inspiring. The brand Rajnigandha has remained a perfect companion of achievers for decades. This TVC effectively reinforces communication line ‘Kuch Kar Aisa, Duniya Banna ChaheTere Jaisa’, a philosophy that the brand advocates. True Achievers believe that achievement is not just about only achieving self goals, but also understands responsibility to bring positive change in the system we live in.”

     

    Added Amit Wadhwa, President, Dentsu Impact: “Rajnigandha is an iconic brand and it has managed to redefine the advertising space in its category. Carrying forward the brand message of ‘Kuch Kar Aisa, Duniya Banna Chahe Tere Jaise’, the intent behind the campaign was not only to showcase the product as a symbol of success but to spread the message of achieving success to a level that inspires others around you. What we are really proud of is that while, the film has scale but it also has a soul to it which we are sure will help people connect with the brand,” said

     

     

  • Do advertisers prefer the tried-and-tested stereotypes while dealing with mothers and Mothers' Day

    1980s imagery dominates 2019 Mothers’ Day

     

    By Sanjeev Kotnala

     

    Every year on Mothers’ Day, I get a sinking feeling that we are in a time warp. Or at least the Indian mother is has decided to drop anchor in 1980.

    I love sharply defined relationships and even the vague unmanned relationships too. In India, we have many such relationships. The relationship between daughter-in-law and mother-in-law. The bhabhi-devar relationship. The jeeja–saali relationship. The guru-shishya relationship. However, nothing beats the well defined sacred bond between a mother and the child.

    Mothers And Mothers’ Day in Indian Advertising.

    Mothers in Indian Advertising have failed to evolve out of the desperate emotionally volatile arena captured by Indian cinema. The sacrificial relationship with its predefined expectations and socially constraining coordinates still reflect the absolutely iconic expression ‘Mere Pass Maa Hai’.

    The imagery of self-less-love, a mother going out of her way, fighting all the odds, eyes with tear dams, will do anything for my child that defined the mother of 1980s still describes the mother in 2019.

    The acts that made Farida Jalal, Lalita Pawar, Rakhee and Nirupa Roy imagery as the ultimate mother still dictates the overt expressions in the mother-child relationship.

    Not that there has been a tectonic shift in the imagery and expectations of mothers. They still sacrifice their lives and ambitions for the future of their children. They still work like a superwoman. They are still seeking more empowered roles outside the home.

    So, when brands think of celebrating Mothers’ Day with some specific communication, they tend to remain chained to the overexposed mushy-mushy imagery. It is an easy way out.

    Why don’t these communications are more celebratory?

    Why mother’s day only has memories and situations aimed to bring tears to your eyes and make you feel emotionally drained?

    Mothers’ Day 2019 – Another Missed Opportunity.

    The brands are missing opportunities and at the same time insulting motherhood. By continuing to live with the pre-historic imagery, we are saying to the mothers, you have failed to evolve. Your work scope, responsibilities and a multidimensional personality is yet to get registered in the blinkered mindspace of Indian families and society. And dear Moms, we the advertisers, can only digress that much. We can only mirror what we believe our audience will like and not necessarily what you as our audience may appreciate. It’s business as usual.

    CATCH THE 1970s MOTHER

    So, catch the EPSON Mother, going out late in a rainy night to her neighbours. She is getting colour prints to help her daughter participate in a contest. Meanwhile, the WhatsApp-charged millennial daughter is only cribbing. You know the situation would have been easily managed if she had a printer at home.

    Don’t you forget the taste of food, that only mother can make. GITS has you covered with orphanage setting. Parleji is busy milking the old sentimental space of ‘Mother knows without being told’.  And, yes, she is duty-bound to everything for her children. MOTHER’S RECIPE (Gift of Time) shares a hamper of its products to help create some time for her. There is nothing wrong. At least it is direct and relevant.

    Some brands are still trying to ask, what does being a mother means? Motherhood is a phenomenon.  BIBA the apparel brand is trying to stand apart and tell you that we can be a mother in more ways than one. Shaadi.com is rightfully trying to push its own agenda and give a new flip to the relationship.

    SUNFEAST tries something different. The brand explores an extended student’s relationship with AMMA at the tea (or is it coffee) joint outside the college. It is at least interesting.

    Then There Is Mothers’ Day.

    So, when I see HOPSCOTCH Mother RAP. The swag of a Mother proudly proclaiming to be the stylist for her children. I see it differently. It is fresh and full of brand relevance. It refuses to be clamped down by expected imagery.  There is a blatant, right in your face product promotion.  At the same time, it remains relevant to the occasion and sentiments. I love it. It statically lacks craft-style, and that is a plus. I will be impressed if it can get the Mother Rap to happen on TikTok too.

    The Preganews gender-agnostic good news communication though ‘hat ke’, makes a relevant point.

    Brands must Converse Throughout The Year.

    If mothers are an integral part of your brand ecosystem, then the brand must remain in conversation with them throughout the year.

    The audience knows when the brand is being cheeky in using the particular date and day to make a statement. The audience is no longer fooled by it.

    Teri Maa Ki. Xhamster Joins The Call.

    Meanwhile abroad, a PornSite xHamster is planning to ask the valued customers searching for MILF on its sight, to hold back for a second and call their mother. TERI MAA KI. MILF can wait for your mother can’t.

     

     

  • Launches ‘Thumbstoppers’ to redefine video storytelling in less than 10 seconds

    Facebook partners with leading creative agencies to boost short-form video creativity

    By A Correspondent

     

    Facebook India has launched ‘Thumbstoppers’, an initiative to “redefine” short-form mobile video creativity in the country. This initiative is in partnership with senior professsionals from Wunderman Thompson, Ogilvy, Leo Burnett, McCann and Mullen Lintas – to “transform storytelling for mobile advertising”.

     

    The initiative sees the participation of Sukesh Nayak, Chief Creative Officer at Ogilvy India, Senthil Kumar, Chief Creative Officer, Wunderman Thompson, Rajdeepak Das, Chief Creative Officer at Leo Burnett India, Garima Khandelwal, Chief Creative Officer, Mullen Lintas and Ashish Chakravarty, Executive Director, and Head of Creative at McCann Worldgroup. In partnership with Facebook, they will support skilling of their teams, helping them understand and think mobile-first, and execute short-form videos more seamlessly. Thumbstoppers will see experts from Facebook visiting top agency offices in the country to empower them with the required skills and education to create effective short-form video campaigns for their clients.

     

    Speaking at the launch of the Thumbstoppers campaign in Mumbai, Sandeep Bhushan, Director and Head of Global Marketing Solutions (GMS), at Facebook India, said, “Advertising on Facebook has driven significant business results for all our advertisers – large and small. The opportunity now is to drive the impact even harder with storytelling built for mobile. Facebook’s Thumbstoppers is our partnership with the creative agencies to inspire and showcase short stories that evoke emotions in under 10 seconds”.

     

     

  • The poor turnout on voting day is clearly proof of this lack of interest

    ACC’s ad film highlights indifference shown by voters

    By A Correspondent

     

    Voting is not taken seriously enough in India. ACC, along with 82.5 Communications, have created a digital video to make a difference.

     

    Sumanto Chattopadhyay
    Ashish Prasad

    Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer: “The film was meant to inspire and convince the general population that every vote counts and it has the power to change the future.”

     

    Added Ashish Prasad – Chief Marketing Officer, ACC: “Our brand philosophy is to inspire people to do extraordinary things and become a driving force in creating a confident future for our nation. Through this film we wanted to encourage them to do some kamaal by casting their vote.”

     

     

  • Actor Ranveer Singh dons a fun avatar for brand Bingo

    Bingo! signs Ranveer Singh as its brand ambassador

    By A Correspondent

     

    Bingo! has announced Bollywood actor Ranveer Singh as the brand ambassador for its snacks portfolio. He will now be the face of the brand on all its advertising across multiple media touchpoints.

     

    Commenting on the association, Hemant Malik, Divisional Chief Executive – Foods Division, ITC Ltd. Said: “We are delighted to have Ranveer Singh onboard as his personality exemplifies quirkiness and originality like no other which is in absolute sync with the brand’s ethos. Ranveer Singh has elevated the excitement quotient in our new communications for Bingo! Mad Angles & Bingo! Tedhe Medhe with an energy only he can bring. With this association, ITC aims to break further barriers and scale new heights in the snacking space.”

     

     

  • The digital campaign for its offering Smoky Red, is a quirky take on popular Bollywood tunes

    KFC launches digital campaign for spicy grilled chicken offering

    By A Correspondent

     

    KFC has launched its latest ad campaign titled #DilMeinGrill. The digital campaign for its offering Smoky Red, is a quirky take on popular Bollywood tunes.

     

    Talking about the campaign, Moksh Chopra, Chief Marketing Officer, KFC India said: “We love surprising our consumers by adding our own flavour to all things popular and trendy, that is what we call the KFC twist on otherwise mundane things. The take on the ‘grilled’ aspect of Smoky Red through a pun on popular Bollywood numbers was both quirky and befitting. The #DilMeinGrill campaign also presents the Colonel in a never-seen-before avatar and is sure to get KFC fans grooving.”

     

    Added Shailender Mahajan, Senior Creative Director, Ogilvy India: “We wanted to make the campaign unique and distinctive so that ‘Grill’ as a word sticks in the consumer’s mind. Hence, we built on the association of ‘Dil & Grill’ with catchy Bollywood numbers that immediately strike a chord. Consumers also get to witness a quirky side of the Colonel in this campaign.”

     

     

  • Tanishq launches a series of videos for their new campaign “Welcome to Tanishq – Aapke apne hain hum”

    Tanishq launches new ad films

    By A Correspondent

     

    Tanishq has launched its latest ad campaign created by Lowe Lintas. The campaign speaks about “customisation, purity and range of products” that Tanishq offers to their customers.

     

    Speaking about the film, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division at Titan Company Limited said: “Through this campaign, ‘Welcome to Tanishq – Apke apne hain hum’, we wanted to depict the crucial aspects like customisation, purity and wide range of products; that Tanishq aims to provide to each of their customers, along with best in class retail experience. The making of these series of videos and working on delivering the thought behind them have been a pleasure and we hope these would go on to serve their purpose well.”

     

    Said Sagar Kapoor, Creative Head at Lowe Lintas: “The creative challenge for us was to communicate the little known, but very relevant, aspects about the brand in an interesting way. Our inspiration came from the actual experiences of the store staff. They have seen the customers react in the most delightful way when they were told about things they weren’t aware of like customization, regional jewellery etc. This to us was a great way of giving them information on Tanishq, just the way they will accept it.”

     

     

  • To be supported by an extensive social media campaign

    Quaker Oats launches new film with Chef Vikas Khanna

    By A Correspondent

     

    Quaker has unveiled a new film under its ‘Fuel for the Real Fit’ campaign. The film applauds the varied roles in the life of women and showcases how the product provides them with the right fuel to keep them going.

     

    Speaking about the campaign, Dilen Gandhi, Senior Director Marketing, Foods Category, PepsiCo India said: “We often come across individuals, who inspire us to go beyond the ordinary by challenging themselves at every step. It’s their determination and resilience that keeps us going through our journey of donning multiple hats sometimes as a doting mother, a multitasker and more. Our new film is an ode to the spirit of such ordinary individuals, who strive to succeed in their ordinary lives – making their lives more meaningful and inspiring the larger audience out there. We are confident that the consumers will connect and relate to the campaign that holds a message for all.” 

     

    Throwing light on the creative aspect of the campaign, Varun Channa, Senior VP and Managing partner, Wunderman Thompson added: “We extended the campaign with a new story, but this time we looked at things with a new perspective and a wider lens, and what came out was the story of a woman – a role like no other, or perhaps a thousand brought together as one. The odd working hours, the balancing of work and family, juggling every role in between and still managing to get up and do it again the next day personifies not only the Real Fit, but also gives a fresh perspective to how we imagine Real Fitness to be. The film is fast-paced, gritty and fearless, and culminates beautifully with a warm touch, which has always been the philosophy of Real Fitness.”

     

     

  • The agency introduces six months of maternity leave with an extension of additional six months of flexible hours

    WatConsult launches its new initiative #FlauntTheGap

    By A Correspondent

     

    Most women, after attaining motherhood face a dilemma of whether they should put their career first or family first. If she picks the former, she is judged for not caring enough for her child, and if she chooses the latter, her CV is augmented with a huge gap between jobs.

     

    With an aim to change this thought, WatConsult has launched a new campaign, #FlauntTheGap. Launched on Mothers; Day, the campaign leveraged all social media platforms enabling new mothers to apply at moms@watconsult.com for suitable jobs at WatConsult.

     

    The agency also altered its maternity policies this year by extending a hand towards creating some balance for new mothers in their personal and professional life by granting them six months of maternity leave, extended by six months of flexible hours.

     

    Speaking on the same, Rajiv Dingra, Founder and CEO, WatConsult said: “At WatConsult, we understand the increasing demands that employees face in their personal as well as professional life and recognize that their career is just one of the many aspects of their life. The new HR policy changes have been designed to accommodate these demands and provide an atmosphere to thrive personally and professionally. This is a step to encourage more mothers to pursue their careers even after attaining motherhood.”

     

     

  • The business will be managed out of the agency's Mumbai office

    Havas to manage integrated comms mandate of Citroen

    By A Correspondent

     

    European auto major Groupe PSA has entered the Indian market in April 2019 with the launch of Citroën. It has tasked Havas Creative India to manage its integrated communications mandate which includes handling the creative, social and digital creative duties including reputation management.

     

    Citroën aims to launch its first car in Indian market before the end of 2020, in line with its core proposition ‘Inspired By You’. Havas Creative India will partner with Citroën for the launch with brand strategy and amplification customised for the Indian market.

     

    The business will be managed out of the agency’s Mumbai office, and work on the account has begun, we are told.

     

    Said Roland Bouchara, Senior Vice President, Sales and Marketing, Citroën India: “India is a key focus market for the internationalisation initiative of PSA Groupe. Citroën is a truly International brand present in 90 markets with 1.05 million sales in 2018 and a strong history. It’s a French brand, which in 2019 celebrates its centenary. Havas Creative’s consumer-centric approach has made us believe that they are the right partner for us. We are confident this partnership will enable us to launch the Citroën brand in India and create awareness amongst our local target audiences.”

     

    Added Rana Barua, Group CEO, Havas India: “Over the last three decades, Citroën and the Havas group have shared a beautiful and legendary partnership, in building this Iconic brand which has resulted in stellar and memorable work.  We are proud to get an opportunity to partner brand Citroën a successful international brand in the dynamic Indian automobile market, with our ‘Together’ strategy that encompasses simplicity and effectiveness.”

     

     

  • Unveils a musical commercial video featuring the duo

    Himalaya Men gets Virat Kohli & Rishabh Pant as brand ambassadors

    By A Correspondent

     

    The Himalaya Drug Company has signed on Virat Kohli and Rishabh Pant as official brand ambassadors for Himalaya Men Face Care Range. They will be seen rapping to the latest proposition by the brand.

     

    Said Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company: “With male grooming emerging as one of the fastest growing sectors in India’s Personal Care segment, Himalaya MEN will play an important role in the new trend of looking good. The concept of “Looking Good…And Loving It” brings to life a unique amalgamation of style as well as the brand vision of “Wellness in Every Home and Happiness in Every Heart”. Being role models, both Virat and Rishabh were our first choice. They perfectly symbolise the brand’s promise to make every young man look good and feel confident,”