MxMIndia

Category: MARKETING

  • The brand positioning was initiated by LinConsult, the strategic consulting arm of MullenLowe Lintas Group

    Aamir Khan in Walkaroo campaign by Lowe Lintas

    By A Correspondent

     

    Footwear brand, Walkaroo has released its latest marketing campaign. With Aamir Khan as its new brand ambassador. The brand positioning was initiated by LinConsult, the strategic consulting arm of MullenLowe Lintas Group.

     

    Speaking on Walkaroo’s latest announcement, VKC Noushad, Managing Director of the company, commented: “We are excited to bring on board Aamir Khan as the brand ambassador as his personality completely resonates with the brand ethos. Aamir Khan is known as a perfectionist and has high regard across the country and

     

    Said S Subramanyeswar Group Chief Strategy Officer, MullenLowe Lintas Group: “When VKC approached LinConsult, the strategic consulting arm of the group, the resolve between us was clear. How do we break the category convention that revolves around functional claims and randomly employed star power, and to capture the soul of the young, bold, new generation, whilst placing themselves under their soles? We believed that for this audience, life is a series of ever evolving dynamic ‘wants’. It’s a relentless progress consumed by ‘what’s next?’ on the personal agenda. In a sense their lives could be summed up by the endeavor of constantly and ceaselessly walking ahead. Their feet have no time to rest. This rang true in their lives in terms of action as well, because these youngsters simply walk to wherever they need to go, even if sometimes their destinations are quite far.”

     

     

  • The film has been conceptualised by Wunderman Thompson

    Tata Pravesh digital film #ChoiceOfTheNation

    By A Correspondent

     

    Elections are all about our right to choose. Tata Pravesh – a brand of steel doors & windows from Tata Steel – brings Pehla Din, a film which celebrates #ChoiceOfTheNation. Running on digital media, the film is about new beginnings and opening the doors of our mind to progress.

     

    Commenting on the film, P Anand, Chief – Services & Solutions Business, Tata Steel Ltd., said: “True to its name, Tata Pravesh has always ushered in new ideas and encouraged people to look at things differently. Through all our films so far – Mother’s Day, Independence Day and World AIDS Day – we have attempted to make people pause for a while and think. The Pehla Din film is another milestone in this ongoing brand journey.”

     

    Commenting on the creative concept, Arjun Mukherjee, Executive Creative Director & VP, Wunderman Thompson, Kolkata said, “The individual whom people elect as their representative should work for the people, honouring the faith that they have reposed in him/her. This perfectly timed film aims to remind every elected representative how they should do justice to the mandate they have been given, where their responsibility lies and how they should address every challenge – with steely resolve, what else?”

     

     

  • The campaign has been produced by Aum Sai Production House and Directed by Raju Desai

    Fortune pays tribute to all Mothers

    By A Correspondent

     

    Mothers’ Day happened a few Sundays back, but since we just received this news, we are carrying it. Fortune oil launched a digital film conceptualised and executed by Triton Communications builds on the brand platform of Ghar Ka Khana Ghar Ka Hota Hai.

     

    Speaking on the campaign, Virendra Saini, Executive Director and Head, Triton Communications said: “Our Mothers are our best critics and also our strongest supporters and thus play a very crucial role in making us who we are, the video is a salute to all mothers encouraging them with a message to be the change they want to see in others by imbibing in their children respect and love for all women and treating them as equals”

     

    Added Ajay Motwani, Head of Marketing at Fortune: “The film is our tribute to Mothers, who inculcate progressive values in their children throughout their life. The film thought, Parose Achche Sanskaar, fits well with our Fortune brand umbrella platform, Ghar Ka Khana, where we celebrate home cooked food as food for the body and soul.” The campaign has been produced by Aum Sai Production House and Directed by Raju Desai.

     

     

  • Havmor launches new flavours

    Havmor launches new TVC

    By A Correspondent

     

    Havmor ice cream has launched a new TVC-led campaign created by Creativeland Asia. The 15-second film focuses on Cool Giaz (the two cows) where one of them is looking out for a new flavour and the other one gives him multiple choices.

     

    Expressing his enthusiasm on the ad campaign, Vincent Noronha, Vice President – Marketing at Havmor said: “Like every year, we are excited to introduce some new flavours this year as well. What better way than to reach out to our consumers through our very own Cool Gaiz. The TVC is helping the brand to spread the core message and reaching out to the target consumers. We wanted our ad to be creative and innovative just like our flavours, unlike traditional advertisements.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “It’s the summer of new at Havmor. So, all our communication has been around that. In this film, you see the Cool Gaiz in their usual staccato, funny way exploring the new ice creams at Havmor. It couldn’t have gotten simpler. It couldn’t have gotten cuter.”

     

     

  • Buzzoka’s Digital India Report Card that predicted, Main Bhi Chowkidaar campaign as a success resonates in 2019 Election win for BJP

    ‘Main Bhi Chowkidaar’ slogan helps BJP get back to power, notes Buzzoka’s Report

    By A Correspondent

     

    We didn’t keep tabs on it, but we are now told that the Digital India Report Card by Buzzoka had predicted the 2019 election win for BJP and foresaw ‘Main Bhi Chowkidaar’ campaign as a key differentiator.

     

    The survey quizzed 163 digital media leaders through third party media publishers from top brands, top agencies, and startups.

     

    Speaking about the success of the survey, Ashutosh Harbola, Co-Founder, CEO, Buzzoka, said: “We are absolutely delighted to predict that Main Bhi Chowkidaar campaign started by Prime Minister Narendra Modi was a massive hit and it will play a key role in bringing the BJP back in power. We also highlighted how the digital industry sees the growth of digital India as a key achievement of the government. I would like to congratulate the Prime Minister for a thumping win and expect future digital growth be a priority agenda in his portfolio for India.”

     

     

  • The campaign was trending and grabbed the attention of 32.1 mn viewers and more than two crore comments

    Tata Salt Lite urges Twitterati to #TakeItLite on World Hypertension Day

    By A Correspondent

     

    On World Hypertension Day, Tata Salt Lite collaborated with rapper Baba Sahgal to create awareness about high BP and its symptoms.

     

    Commenting on the campaign, Sagar Boke, Head, Marketing, Consumer Product Business, Tata Chemicals said: “Hypertension is one of the single largest health condition that urban India is suffering today. It is a life-threatening condition that can be effectively managed by controlling the intake of sodium along with an active lifestyle. Tata Salt Lite is a 15 per cent low sodium salt and it is specially designed to provide consumers a convenient means to take preventive measures towards keeping the blood pressure in check. The campaign is another creative attempt to engage and educate the consumers. This campaign reinforces Tata Salt’s philosophy of salt as a health enabler and not just a taste enhancer.”

     

     

  • Leading architects like Kalpak Shah, Nishita Kamdar, Richa Bahl, Sarah Sham and Madhav Raman gave insightful talks on topics ranging from home décor to technology

    Design Dekko launches pop-up initiative ‘Connections’ in Pune

    By A Correspondent

     

    Design Dekko is a unique brand agnostic platform led by Godrej Group for architecture and interior design professionals to network, engage and collaborate with peers, brands and consumers.

     

    Commenting on the initiative, Sujit Patil, Vice President and Head Corporate Brand and Communications, Godrej Group, said:  “Godrej Group has always been at the forefront of creating platforms that foster engagement and collaboration. We are overwhelmed with the response received for our first pop-up event ‘Connections’ by Design Dekko. We launched Design Dekko just earlier this year and saw a phenomenal response from the architect, interior designers, and allied communities. Through our series of pop-ups, we aim to bring together the collective wisdom of design enthusiasts and professionals on one platform to cross-pollinate ideas and collectively raise the bar of the industry.”

     

     

  • The agency won the mandate following a rigorously contested pitch

    Khadim’s assigns creative mandate to Rediffusion

    By A Correspondent

     

    Rittick Roy Burman

    Footwear brand Khadim’s has assigned its creative duties to Rediffusion. Said Rittick Roy Burman, Head of Merchandising and New initiative at Khadim’s: “We are glad to join hands with Rediffusion as after reviewing  their recent set of work we felt it is a right combination  of insightful, youthful, fresh and effective creative communication  which tries to stand out in clutter. The team looked confident and capable of handling our brand.”

     

    Navonil Chatterjee

    Added Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion Brand Solutions: “We are very happy to partner Khadim’s in this exciting journey forward from a well-established, legacy brand to a brand that is dynamic, contemporary and has a pan-India appeal. It is clearly a level-next or a step-up for the brand’s ambitions.”

     

     

  • Brand’s newest innovation invites cheese lovers to experience #TheCheesyPull

    Taco Bell unveils campaign to promote ‘Quesalupa’

    By A Correspondent

     

    Taco Bell announced the launch of its latest product innovation, the Quesalupa, a crossover between a Quesadilla and a Chalupa. The brand has launched a digital campaign to promote the new offering.

     

    Said Sidharth Shukla, Senior Vice President & Head of Digital, Ogilvy Delhi: “Our task was to introduce the Quesalupa, a unique product made only by Taco Bell. It’s not a familiar word, just figuring out its pronunciation can be a mystery, and the fact that it isn’t really a taco even though it is shaped as one (and is actually a chalupa). We strategically focused on Quesalupa being a new delight for cheese lovers, who are crazy about cheesy fries or cheese pizzas.”

     

     

  • Boostcamp.com is a unique online sports training platform for aspiring young talent

    Wunderman Thompson launches Boostcamp

    By A Correspondent

     

    Conceptualised and created by Wunderman Thompson for GSK Boost, Boostcamp strengthens the commitment of the brand to inspire India’s next generation of sports stars.

     

    Vikram Bahl

    Commenting on the launch of Boostcamp, Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, GSKCH Indian subcontinent, said: “Boost has been a brand that is driven by the passion of winning big. This speaks directly to budding athelets and their aspirations. With the launch of Boostcamp, we are going one step further in delivering the promise of helping them win when facing their biggest challenges. The platform along with the country’s most celebrated sports talent has the power to transcend across touch-points to connect with budding/aspiring players  and empower them to win big, both in sports and in life.”

     

    Joy Chauhan

    Added Joy Chauhan, SVP & Managing Partner, Wunderman Thompson, Delhi: “Boost has always inspired young kids to play the bigger game. It is a natural step for brand Boost to take this commitment forward, by providing young cricketing enthusiasts a platform to hone their cricketing skills. Boostcamp.com, is a platform where champions make champions. It’s a great opportunity for aspiring sports enthusiasts to learn the game directly, from the legends of the game like MSD and Virat Kohli. I believe we live more online today than offline. In a first of its kind, online cricket training is here to stay and brand Boost has taken a first step towards this.”

     

     

  • Launches #FlushTheAwkwardness campaign to raise awareness about the importance of menstrual hygiene

    Roca partners We Are Water Foundation to break myths around menstrual hygiene

    By A Correspondent

     

    To break the taboo around menstruation and to address the existing awkwardness, Roca, along with its CSR wing, We Are Water Foundation India has launched an integrated campaign on World Menstrual Hygiene Day. The brand kicked-off a holistic campaign comprising of various initiatives including a digital campaign for mass awareness, installation of unique pad library for female employees and installation of sanitary pad vending machines across nine schools in rural India for free access to sanitary pads.

     

    Commenting on the initiative, Mayuri Saikia, Marketing Head, Roca Bathroom Products said: “This Menstrual Hygiene Day, our initiative is to sensitise males and apprise them with the challenges faced by women during their menstruation cycle and lending normalcy to it. Being reminded that a woman is menstruating affects the perception of her competence and likeability. Along with sensitisation, Roca has also initiated the concept of keeping a Pad library at workplace and urges other corporates to do the same. Roca along with We are Water Foundation India has also installed sanitary pad vending machines across various schools in the country. We hope that this will be followed by other corporates and industry at large.”

     

    Additionally, the foundation has set up sanitary pad vending machines across nine schools in Bhiwadi, Alwar, Vellore and Chennai to help girls adopt hygienic practices and access free pads to live a healthy life.

     

     

  • Sinha has worked in the marketing domain for 14+ years across companies like Pernod Ricard, MillerCoors and alco-bev

    Bira 91 names Deepak Sinha as VP – Marketing

    By A Correspondent

     

    Deepak Sinha

    Bira 91 has announced the appointment of Deepak Sinha as Vice President – Marketing, strengthening its executive leadership team. Sinha has worked in the marketing domain for 14+ years across companies like Pernod Ricard, Miller Coors and an entrepreneurship stint before he joined Bira two years back.

     

    Speaking of the appointment, Ankur Jain, Founder & CEO, Bira 91, said: “Bira 91 is undergoing significant transformation and scale, and it is instrumental to have strong marketing support to achieve market dominance. We are positioning ourselves for defendable market leadership over the next decade in India and meaningful execution across international markets. With his thorough knowledge and experience, Deepak is a recognised leader who brings the necessary expertise to help us achieve our goals. We are delighted to have him on-board to lead the marketing team for Bira 91 across all our markets.”

     

    Commenting on his appointment, Sinha said, “With many more new products and markets on the horizon, and perhaps the largest global partnership for any Indian beer brand going live this month, Bira 91 is at pivotal state of its growth. As we scale, one of the key challenges we see is to remain fresh and relevant to a large segment of consumers and deliver consistently on our promise of flavourful and innovative beers. The ICC partnership gives us a tremendous platform to catalyse our ambition of becoming a fun, youthful brand for this generation of consumers in India and across the world”.