MxMIndia

Category: MARKETING

  • The campaign emphasises on Go Cheese being a common ingredient in everyday edibles

    Parag Milk Foods unveils latest ad film for Go Cheese

    By A Correspondent

     

    Parag Milk Foods launched its latest ad film for Go Cheese titled, #HarTastyCheezMeinGOCheese. The TVC narrates a story of cheese lovers enjoying the delightful and happy moments with the type of cheese that suits their palate.

     

    Commenting on the launch of the new campaign, Akshali Shah, Senior VP, Strategy, Sales & Marketing, Parag Milk Foods Ltd. said:  “Go Cheese is India’s 2nd largest cheese brand. We understand our consumers’ taste preference and therefore we have innovated over 60+ cheese variants. We are the largest suppliers of cheese to major QSR (Quick Service Restaurants) and through this TVC, we are just starting to create conversations on Go Cheese being the common ingredient in all your favourite tasty snacks. We are confident that the campaign will resonate well with all food lovers.”

     

    Said Samarth Srivastava, Senior VP & EBD and Hanoz Mogrelia, Senior VP & ECD, Wunderman Thompson Mumbai: “We deliberately chose three different generations consuming delicious food in three different scenarios… so that the main idea landed better when it was revealed that all three were consuming Go Cheese. We had a super clear brief and we have tried to make the film interesting. If there is one thing we want people to relate to after being exposed to this TVC, it is to know that there is #HarTastyCheezMeinGOCheese.”

     

     

  • The partnership has begun with the agency executing a creative photoshoot in Bangkok for Desi Belle's upcoming Autumn-Winter collection

    AutumnWinter acquires the mandate for Desi Belle

    By A Correspondent

     

    Autumn Winter Communications and Design has bagged the creative mandate for Desi Belle, an Indo-fusion fashion brand for women.

     

    Karan Rawat

    Said Karan Rawat, founder and Executive Creative Director of Autumn Winter: “We are very excited to have Desi Belle on board. We at Autumn Winter believe that the Indo-Western brand is a great addition to our clientele owing to the endless possibilities of fusion wear. It’s a challenging responsibility and we are ready to take it head on.”

     

    The brand has recently been acquired by the Indian branded apparel manufacturer, Kewal Kiran Clothing Limited (KKCL), which already owns brands like Killer, Lawman Pg3, Easies and Integriti. Added Yash Jain from KKCL: “We saw a great deal of potential in Desi Belle and that’s why we acquired it and added to our family of brands. We have plans of taking the apparel brand to great heights and we couldn’t have asked for a better partner than AutumnWinter to achieve this goal. We are sure they’d do a wonderful job with Desi Belle, just like they are doing with our other brands.”

     

     

  • Brand gives its ‘Har Ghoont Mein Swag’ campaign a new twist this admission season

    Swag is permanent, says Pepsi to collegians

    By A Correspondent

     

    Softdrink major Pepsi is urging college-goers to add a new word to the dictionary this admission season – Swag.

     

    Talking about the activity, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India said: “Every year in India, the most important life event for an 18-year-old is college admissions and students across the country are waiting with bated breath the cut-off announcement to see whether they will get the course and college of their choice. Intense competition only adds to the situation. As a brand¸ Pepsi has always resonated with the voice of today’s generation and we understand that the ongoing admissions season is something that the youth are heavily invested in. At the same time, we want them to know that marks and admissions are only one part of life. If one follows their passion, and puts in their best towards something, they are bound to be successful. With the ‘Har Ghoont Mein Swag’ campaign, Pepsi will be a part of this important life event of the youth and will enable them to spread their wings by reiterating the empowering message that ‘cut off Is temporary and swag is permanent.”

     

    Actor Tiger Shroff and rapper Badshah have joined the brand as it asks students to follow their passion and let their swag do the talking.

     

     

  • The new campaign takes the Phase 1 idea ahead with new situations and different environments

    L&K Saatchi & Saatchi’s takes forward #feelslikejockey campaign

    By A Correspondent

     

    L&K Saatchi & Saatchi have taken forward the ‘Feels like Jockey’ campaign created in 2016. The films have been directed by Hans Emanuel and shot in Los Angeles, CA.

     

    Talking about the campaign, Debarjyo Nandi, Sr.Vice President, L&K Saatchi & Saatchi said: “An idea that ‘fits like a song’ with the product and the brand, an all-time classic song, iconic American locations, amazing dancers, a celebrated choreographer, a relentless cinematographer, an energetic director and an ever supportive client, all the ingredients that could have only created magic!”

     

    Added M C Cariappa, President, Sales and Marketing, Jockey India: “The ‘Feels Like Jockey’ campaigns are created to strengthen the core proposition of fit and comfort of our core range of men’s and women’s innerwear while ensuring the brand continues to build relevance and affinity with the youth.”

     

     

  • The campaign celebrates older individuals beyond adjectives that they are linked with

    Columbia Pacific curates digital campaign to break age-related stereotypes

    By A Correspondent

     

    Columbia Pacific Communities has unveiled a digital campaign #Relearn to celebrate older individuals beyond adjectives that they are linked with.

     

    Said Mohit Nirula, CEO, Columbia Pacific Communities: “We live in a world where stereotyping has become the norm. Battling the labels associated with older adults, their fun-loving and adventurous sides are still unexplored. Committed to senior care worldwide, at Columbia Pacific Communities, we believe in positive ageing as a way of approaching life. Our campaign #Relearn debunks and discards the long-pervading stereotypes associated with ageing through engaging conversations leading to a fresh perspective.”

     

    As a part of the campaign, there are short format videos on shattering age-related stereotypes, positive ageing, and influential senior citizens such as Padma Shri awardee former Indian cricketer Syed Kiramani, ex Infosys CFO Mohandas Pai and fashion guru Prasad Bidapa talking about the perks of growing old and the power of positive ageing.

     

    Highlighting the spirit of the film – Love, not labels, Piali Dasgupta, Vice President – Marketing, Columbia Pacific Communities, added: “We live in a society where we inadvertently stereotype our senior population. Our digital film aims to remove bedded prejudice and is a fresh and realistic take on the senior cohort of society. We encourage viewers to relearn everything they knew about old age and take this very important message of positive ageing forward.

     

     

  • The campaign tracks attribution from individual OOH exposure against subsequent consumer behaviour

    Xaxis measures DOOH exposure among individuals for Manyavar

    By A Correspondent

     

    Xaxis announced the results of a recent campaign for retail brand Manyavar, that tracked individuals from digital outdoor exposure to retail store visits. Implemented on mobile and digital out of home (DOOH) advertising, the campaign was tracked attribution from individual OOH exposure against subsequent consumer behaviour.

     

    The campaign attribution study was designed to help Manyavar evaluate cross-media frequency management between DOOH and mobile. Xaxis used geo-fencing technology to measure DOOH exposure among individuals, then against mobile ads delivered to the same locations. Results revealed that store footfall increased by 198 per cent among groups exposed to both outdoor and mobile ads, meaning those who had been engaged by outdoor and mobile sequentially visited Manyavar stores three times as often as those who had not. In addition, users who had seen the OOH ads interacted more with the mobile ad compared to users who had not.

     

    Said Abhijeet Dhar, Marketing Gead, Manyavar: “The Xaxis and Kinetic team deserves high praise. Not only did their innovation and out-of-the-box thinking help us identify a new approach to measuring attribution, but the unique consumer insights we gained from this campaign were a game-changer. They truly understood our business goals and tailor-made a strategy that delivered results beyond our expectations.”

     

    Added Rachana Lokhande, Co-CEO, Kinetic India: “OOH has always been under the lens for not having measured results, but not anymore. Our client Manyavar was open to the idea of measuring the outcome of the campaign and analysing the audience using OOH + Mobile. Xaxis and Kinetic worked in collaboration to showcase the potential of driving incremental reach using mobile as an extension of OOH and then measuring audience behaviour. The data and insights are a clear indication of great synergies between both these medium.”

     

     

  • Celebrity brand ambassadors talk about smartwater’s unique manufacturing process in ‘Made Differently’ campaign

    Smartwater and Taproot Dentsu unveil latest ad campaign

    By A Correspondent

     

    Coca Cola’s Smartwater has unveiled two new films for its ‘Made Differently’ campaign, featuring celebrity brand ambassadors Rana Daggubati and Radhika Apte.

     

    The theme of the campaign ‘Made Differently’ depicts smart thinkers who break through the conventions with simplicity and style. The campaign featuring brand ambassadors Rana Dagubbatti and Radhika Apte is conceptualised by Taproot Dentsu.

     

    Anoop Manohar

    Speaking about the campaign, Anoop Manohar, Director – Emerging Categories, Coca-Cola India said: “The brief given to the agency was to showcase the unique process story of Smartwater. Our aim with this campaign is to help consumers relate to the bright idea that Smartwater is. As a premium water brand, Smartwater is more than just a product, it is a lifestyle choice, a frame of mind and an attitude of seeking the best;  all rolled into one.”

     

    Titus Upputuru

    Added Titus Upputuru, Creative Head, Taproot Dentsu: “Typically, brand campaigns are about what brands do for consumers. This brief was challenging. We were asked to talk about the manufacturing process. Now that could have gotten really boring. But we saw a parallel between the actors Rana Daggubatti, Radhika Apte and the product Smartwater. We found that they were all made differently. The choices that these actors have made in terms of the films and the characters is a testimony to this. The way Smartwater is made is inspired from the clouds. We found this very fascinating. So, we didn’t want to just relegate it to the product window. We wanted to romance it. The installation execution seemed appropriate for a premium brand like Smartwater. It was great to work with Rana Daggubatti and Radhika Apte.”

     

     

  • The idea is to celebrate the athletes in their journey to discover glory for the country

    Adani Group unveils #GarvHai digital ad campaign

    By A Correspondent

     

    Sports icons in India get recognition only when they win medals. And, many of them are quickly forgotten until they keep winning more medals for the country. Adani Group has launched its digital campaign, #GarvHai, the core idea of which is to celebrate the athletes in their journey to discover glory for the country.

     

    Notes a communique: “For decades, audiences in India have been indifferent to sports persons. The campaign idea thus was to drive home this point. The campaign connects with a wide age group across audiences, including from teenagers to senior citizens. Accordingly, the campaign was mounted across five social media platforms amongst targeted groups interested in boxing, wrestling, shooting, archery and athletics. Out of the 3000+ applications received in less than 10 days, nearly three-fourth came from online. The online applications will remain open till July 15. The campaign has so far reached out to over 13 million people.”

     

     

  • Brand’s first multilingual campaign in the country wants users to ‘Keep Listening, Uninterrupted’

    Spotify announces its first national ad campaign in India

    By A Correspondent

     

    Following all the fun banter around its launch campaign, ‘There’s A Playlist For That’, Spotify is now live with its first TV-led marketing campaign in the country.  Actors Anil Kapoor and Ishaan Khattar have been roped in to feature as key protagonists in the ad films and stills; the campaign also includes the use of other channels, including digital and OOH.

     

    Said Amarjit Batra, Managing Director – India, Spotify: “Our insights highlight how music is an integral part of our users’ social and solitude experiences. Since our launch in India, we’ve engaged with our listeners based on how they experience music. The new campaign reinforces how seamlessly Spotify fits into their lives through availability of 50 million tracks, including the latest and most popular, access to 3 billion plus editorially, algorithmic and user-curated playlists, seamless integration across apps and hardware, and the ability to listen to music, regardless of what they’re doing – working out, cooking, or multi-tasking on their phone.”

     

    Added Rajdeepak Das, Managing Director India & Chief Creative Officer South Asia, Leo Burnett: “The youth in India often deals with the pressures of judgement, individuality, social norms, and more; in this chaos, music acts as a companion. In this campaign, Anil Kapoor makes a cool dad, who even in his 60s, is as young and energetic as a 20 year old. Ishaan as the son, is India’s new generation – full of energy and optimism. We had a riot of fun creating this campaign with both the brand and creative teams and Shakun Batra, the director. You can see the energy, and feel the vibe in the ads. We are very proud of this campaign, and are sure it is going to do great for the brand”.

     

     

  • Enables individuals to ascertain their ‘curiosity levels’ through a short and simple test syndicated from the prestigious Harvard Business Review

    Mahindra launches #NurtureYourCuriosity campaign centered around innovation

    By A Correspondent

     

    Mahindra Group has announced the launch of its #NurtureYourCuriosity campaign. Targeted at millennials, the campaign aims to inspire the youth to be curious and innovate, while also showcasing the group’s innovation focus.

     

    Commenting on the essence of the campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said: “Solutions to the world’s problems can only emerge when one asks the right questions. Only the curious ask these questions and challenge the status quo. To make the world a better place, we must nurture this curiosity and seek meaningful innovations. Our aim with this campaign is to encourage individuals to nurture their curiosity while showcasing how this is leading to innovations and the leveraging of new age technologies at Mahindra. This is yet another way by which we are enabling and encouraging people to Rise.”

     

     

  • Almond Branding crafted a strict visual architecture to define the constant and variable elements of the design language

    Maharishi Ayurveda undergoes brand re-positioning

    By A Correspondent

     

    Maharishi Ayurveda has undergone a brand revamp exercise in partnership with Almond Branding that helped them refresh the brand to make it contemporary yet authentic.

     

    Said Shashwat Das, Founder, Almond Branding: “Ayurveda has always been intrinsic to Indian culture but has become far more relevant to consumer’s lives today. In the last decade or so, there has been an upheaval in the category. Maharishi Ayurveda has been a research-based organization using authentic ayurvedic formulations and methods to suit modern living conditions. Our brand immersion revealed that they looked at their offerings through windows of modern science to appreciate the holistic concepts that governed Ayurveda through centuries. Hence, our design solutions had to reflect the change from a dated brand to one that brings to life the values of authentic Ayurveda for a progressive lifestyle.”

     

    Added Ramesh Yadav, Global Marketing Head, Maharishi Ayurveda Products: “We wanted to re-look at our brand strategy that involved brand revamp and certain strategic priorities in terms of category choices with an objective of making Ayurveda relevant to today’s audience by listening to their needs and requirements. The idea was to reach out to those who are pre-disposed to natural, herbal and Ayurveda, however, may be fussy but are willing to explore the category/products that cater to their lifestyle-related health issues. Almond Branding helped us in the entire rebranding exercise from understanding the objectives to deriving meaningful insights. Distillation of research into one strong concept and designing strategy by Almond Branding were the most critical steps for making this happen. Coming up with packaging solutions which were aligned with the master brand philosophy yet contemporary was the most challenging part of the entire project which was tackled very well by team Almond.”

     

     

  • The campaign lets everyone pledge and share their stories of switching from any part of the world

    Tata Power Club Enerji launches ‘Switch off to switch on’

    By A Correspondent

     

    In an effort to help conserve energy and curb wastage, Tata Power Club Enerji is running a three-month pledge campaign called ‘Switch off to switch on’. Started on World Environment Day (June 5), the campaign has children as ambassadors of energy conservation to raise awareness for creating a sustainable future. This campaign lets everyone pledge and share their stories of switching from any part of the world.

     

    Notes a communique: “The campaign will leverage the established brand properties such as Wattloss Challenge and Doodle contest to engage with its target audience. A brand AV with the campaign ambassadors singing an anthem to inspiring the family and community to conserve electricity will be released soon. Within the one week of launch, the campaign has garnered 600+ pledges and is trending on digital platforms.”

     

    With a number like 600+ and not 6million, we are sure the claim is not being fudged, right?