MxMIndia

Category: MARKETING

  • Conceptualised by Lowe Lintas, Lal Hit’s film latches on to the monthly cleaning routine of a home maker

    Godrej Lal Hit’s new ad film empowers homemakers to fight cockroach menace

    By A Correspondent

     

    Godrej Lal Hit has unveiled a new ad film focusing on the Indian homemaker’s monthly kitchen cleaning regime and how Lal Hit is a preventive solution against cockroach infestation.

     

    Conceptualised by Lowe Lintas, Lal HIT’s film latches on to the monthly cleaning routine of a home maker.

     

    Sharing his thoughts on the digital film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “An Indian homemaker is committed to provide a safe and healthy home environment for her family. Among other places within the house, the kitchen is one of the most sacred areas where she follows a regular cleaning regime. Every homemaker dreams of a kitchen area which is hygienic and free of pests like cockroaches. Through this film, Lal HIT lives up to this dream of housewives and ensures cockroach-free home spaces including kitchen. With its fresh fragrance, Lal HIT ensures no space or corner in the kitchen is ignored where cockroaches can breed and multiply.”

     

    Added Shantanu Sapre, Executive Director, Lowe Lintas: “Lal HIT being the leader in the roach solutions category, the onus is on us to educate people on its relevance beyond SOS usage, that it predominantly sees. The communication objective was sharply defined to build regimen and provide people with occasions of product usage. The 15-sec film developed by the team, seamlessly integrates Lal HIT into the existing regimen by compelling homemakers to question their monthly cleaning process, because despite all their efforts, cockroaches still show up.”

     

     

  • The reinvented brand identity reflects the company’s long-standing efforts in delivering growth by helping SMEs meet their financial needs

    NeoGrowth revamps brand identity

    By A Correspondent

     

    Lending company NeoGrowth embarks on the next phase of growth, it has unveiled a new brand identity which reflects the mission and values that the company stands for.

     

    Said Piyush Khaitan, Founder & Managing Director, NeoGrowth remarked, “The idea behind the inception of NeoGrowth was achieving inclusive growth in the country. India is the fastest-growing economy in the world and SMEs form its very backbone, but the segment has been struggling with barriers like finance and time. NeoGrowth was therefore founded as a solution for these businesses, financially empowering them and consequently contributing to the growth of India’s economy.

     

    As a brand, we have been aiming to deliver constant growth while laying emphasis on innovations, accountability, and customer-centeredness. The new brand identity is therefore a sustainable reflection of our mission and values. We believe that everyone deserves an opportunity to grow and through this exercise, we want to strengthen Neo Growth’s position as that growth enabler for all SMEs across the country.”

     

     

  • The campaign comprises of a series of videos which portrays emotions and couples it with rationality

    Tanishq’s latest campaign celebrates goodness of gold

    By A Correspondent

     

    Tanishq has launched its latest campaign which highlights the #GoodnessOfTanishq and communicates the message that when you choose Tanishq, you choose gold that is enveloped with the blessings of every life it has touched.

     

    Conceptualised by WYP Brand Solutions, the campaign comprises of a series of videos which portrays emotions and couples it with rationality, thus bringing alive the concept of blessed gold or ‘Dua Ka Sona.’

     

    Speaking about the films, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division at Titan Company Limited said: “The campaign ‘Dua Ka Sona’ is an attempt to highlight Tanishq’s relentless commitment to various entities– environment, karigars, women and girl child. Being in Indian market for over two decades and serving millions of customers, through this campaign we wanted to bring alive the blessings and love that is reflected in our jewellery by all the beautiful hands it touches. For us, making these ‘Goodness of Tanishq’ films and working on delivering the thought behind them has been an emotional journey and we are confident these videos create a sense of responsiveness to society as a whole.”

     

    Added Amit Akali, MD & CCO, WYP Brand Solutions- What’s Your Problem: “It’s an honour to create communication for an iconic brand, which has a deeper purpose to exist. Tanishq has not just been crafting jewellery but building the lives of Karigars, communities, future of destitute women, school and, a sustainable future too. So when we got the opportunity to bring alive everything this brand does, we went about it the classical way – actually visiting the factories and townships, speaking to the Karigars, employees, the school-going children of their workers, meeting & listening to the women they had empowered through their NGOs, witnessing their initiatives implemented for recycling water and using renewable energy, trying to understand the magnitude of what the brand did other than just make jewellery. We then realised what the brand meant when they said every piece of jewellery was ‘Truly Blessed’…and the creative wrote themselves.”

     

     

  • The focus was on immersive solutions that put media as the centre-piece of communications

    Nestlé partners with media entities to create inspiring brand narratives

    By A Correspondent

     

    Nestlé is partnering with India’s top media companies to produce inventive and creative brand solutions, through a first-of-its-kind initiative called Media Hive. Some of the big-league media and entertainment firms that participated in the Media Hive included Times Of India, Star, Zee, Viacom18, The Hindu, Big FM, Radio City and Arre.

     

    The focus was on immersive solutions that put media as the centre-piece of communications. This landmark initiative was the collaborative effort of Zenith & Nestlé.

     

    As many as 19 briefs came from Nestlé brands such as KitKat, Maggi, Munch, Polo, Nescafe, Milkmaid, Ceregro, Milky Bar etc to 42 media partners. Around, 354 ideas were generated in total. The Nestlé brand teams, after careful consideration shortlisted 72 ideas which were presented at the Media Hive event in New Delhi.

     

    Media Hive included the top leadership of Nestlé and Publicis Media. The inaugural address was by Suresh Narayanan, Chairman and Managing Director of Nestlé.

     

    Said Rashi Goel, Director Communications at Nestlé: “Nestlé was looking for inspiring media narratives for its brands that go far beyond the 30-seconder. Through Media Hive, we have paved the way for a new era of moving, compelling and evocative brand experiences which captivate and involve consumers. The powerful ideas generated in the Media Hive, will bring alive our brands in subtle yet, engaging ways. This is an entirely new approach to energising our brand stories and we thank Zenith for this very successful partnership.”

     

    Added Tanmay Mohanty, Group CEO at Zenith India & Head Of Global Partnerships at Publicis Media India: “Attention is a scarce resource today. In this context, there is a real need for enriching, long-lasting media experiences. Efforts that appeal to people’s emotional sensibilities. Media Hive brought many such striking, impactful ideas to the fore where brands can be introduced in non-intrusive ways. Though Media Hive, we are also to trying to evolve and grow the larger eco-system.”

     

     

  • The mandate includes digital marketing strategy, influencer outreach, and driving and delivering the overall social media requirements

    Asian Paints awards digital marketing mandate to Kinnect

    By A Correspondent

     

    Kinnect, formerly known as Social Kinnect, has been awarded the digital marketing mandate for Asian Paints. The mandate was won following a multi-agency pitch.

     

    The mandate includes digital marketing strategy, influencer outreach, and driving and delivering the overall social media requirements of the brand.

     

    Commenting on the account win, Rohan Mehta – CEO, Kinnect said, “It has been a pleasure working with the Asian Paints team thus far, and to have our relationship grow with them this way. They have bestowed a great responsibility on us – to be their custodians on digital – and we’re excited to take it on. We’ve devised campaigns like ‘Donate A Wall’ that have struck a chord with audiences across India and helped Asian Paints remain socially relevant. We look forward to continuing in this vein and doing category-leading work on digital”.

     

     

  • Over the coming months, DocsApp will take this initiative further by spreading awareness through a strategic campaign

    DocsApp unveils digital-first campaign, #BaatTohKaro

    By A Correspondent

     

    #BaatTohKaro is an initiative started by DocsApp, a leading online doctor consultation platform to foster an environment for people to speak about problems that are widely ignored in society. The campaign promotes individuals to talk about their problems instead of suffering with them in silence.

     

    Commenting on the idea which stands as the foundation behind the campaign, Satish Kannan, CEO DocsApp said, “As a brand dedicated to healthcare since 2015, we believe that there is so much more we could do to further the progress of physical & mental healthcare in the country. The roots for #BaatTohKaro lies in our belief for building a community where we all can come together to share. We believe that the first step to solving any issue is by talking about it.”

     

     

  • In this role, he will be responsible for leading the marketing activities for Roca and Parryware

    Roca appoints R Sreenivasan as Head of Marketing

    By A Correspondent

     

    R Sreenivasan

    Roca has announced the appointment of R Sreenivasan as the Head of Marketing for India operations. In this role, he will be responsible for leading the marketing activities for Roca and Parryware in India by focusing on emerging market opportunities.

     

    Commenting on the appointment, KE Ranganathan, Managing Director, Roca Bathroom Products said: “We are glad to welcome back Sreeni as the new Head of Marketing for our Indian Operations. RBPPL today, is the leading and fastest growing Bathroom Productions Company in India. Our endeavour to provide the best of products, services and experiences to our customers is further reinforced with the induction of Sreeni into our high profile management team. With his rich experience in the category and Indian market and his deep understanding of our customer needs, we are poised to further grow aggressively and continue to lead the Indian bathroom Industry.”

     

     

  • Showcases the product benefit of 40 per cent more Oryzanol that helps in reduction of bad cholesterol

    Gemini highlights product advantages via ‘Cholesterol Cutter’ campaign

    By A Correspondent

     

    Gemini Rice Bran Oil has unveiled its first national campaign. Aimed at better cholesterol reduction through its cholesterol cutter proposition, the Gemini Rice Bran Oil campaign highlights the product benefits of 40 per cent more Oryzanol as compared to any regular rice bran oil, working to reduce bad cholesterol in the body, more effectively.

     

    Speaking about the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Studies indicate that 80 per cent of consumers are concerned about their heart health and cholesterol. In a move to fuel Indian kitchens with healthier alternatives, we launched Gemini™ Rice Bran Oil with a stronger cholesterol reduction claim supported by the presence of 40 per cent more oryzanol as compared to any regular rice bran oil. The cholesterol cutter campaign aims to establish this product superiority and build greater resonance amongst consumers regarding the benefit of choosing Gemini Rice Bran Oil, as their preferred cooking medium.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “When you have sharp product delivery, the onus is on the idea to deliver a hook that neatly grasps the consumer’s attention – and so the ‘Cholesterol Cutter’ was born. In the TVC, a bittersweet story talks about how it hurts when things like marks get cut, but not when it comes to cholesterol. A playful music track holds everything in place memorably. Though cholesterol is a much-repeated talking point, we created a signature style and tone for Gemini with ‘Cholesterol Cutter’ to make a difference in the conversation.”

     

     

  • The slice of life campaign captures the daily banter of an old couple in a quirky way

    Saregama Carvaan launches new ad film, #KyaHaiIsme

    By A Correspondent

     

    Saregama has launched its new campaign for Saregama Carvaan with a series of seven films. The series focuses particularly on the product and the magical moments it can create everyday with its music.

     

    Saregama, The Womb and the Director and the lead actor of Badhaai Ho have come together to create this campaign which talks about the different features of the product.

     

    Said Kumar Ajit, Senior VP Sales and Marketing at Saregama: “After its high on emotion campaigns like ‘Aap ke pehle pyaar ke liye, aap ki maa ke liye’, ‘Is diwali aap kya sunnena chahenge shor ya sangeet’, ‘Jinhe aap kabhi keh nahi paaye unhe kahiye Thank You’ it was important to highlight Carvaan and its features in the most simplest manner. This is what our latest campaign is aimed at.”

     

     

  • The campaign is conceptualised by Enormous Brands

    Olx Cash My Car launches ad campaign

    By A Correspondent

     

    Olx Cash My Car (CMC), the offline pre-owned car-selling business from pre-owned product sales platform, has launched a new national ad campaign

     

    Said Sapna Arora, CMO, Olx India: “Olx is the market leader in the pre-owned cars segment and with the launch of Olx Cash My Car (CMC), we are determined to strengthen our position in the cars vertical. The proposition is meant for convenience seeking consumers who are ready to sell their car instantly. The campaign is extremely contextual to today’s users, who are young, independent and tech-savvy. The couple in the film is shown to be jointly in charge of selling their car, and the woman is as much a decision maker, in fact a decision taker, as much as her spouse. The ad mirrors the evolving urban philosophy of partnership between couples in today’s society.”

     

    The marketing campaign is conceptualised by Enormous Brands. Added Mukund Raina, Branch Head – Delhi, Enormous Brands: “With this communication campaign, the endeavour was to drive attention to the ease with which a consumer can sell or buy his car through Olx and establish that Olx Cash My Car is the go-to place for instant transaction. The fact that Olx enjoys the authority as an undisputed leader in the category and the insight into the growing attention of women sellers at the CMC stores has inspired us for this campaign.”

     

     

  • The campaign reflectied the true essence of the festival dedicated towards including our house help and caretakers into the family and celebrations

    Shoppers Stop’s “Celebrating Sisterhood” campaign touches upon idea of extended family bond

    By A Correspondent

     

    With Raksha Bandhan round the corner, Shoppers Stop unveiled a new campaign reflecting the true essence of the festival dedicated towards including our house help and caretakers into the family and celebrations.

     

    Said Uma Talreja, Customer Care Associate, Chief of Marketing & Customer Officer, Shoppers Stop: “Traditions have taken on new meanings with the onslaught of social media. They have also become more inclusive and participative and are celebrated uniquely by individuals that find their own meanings in the tradition. Women lead celebrations in India, the campaign captures the spirit of women in different roles and includes the extended support system that helps women move ahead at home and careers both.”

     

     

  • The campaign demonstrate how life-changing technology can enable people to move beyond their health challenges

    Abbott showcases power of life-changing tech in ad film

    By A Correspondent

     

    Abbott has unveiled its new campaign in India focusing on the role of innovation and technology in healthcare. The campaign builds on its ‘Real Heroes’ campaign, with new ads that demonstrate how life-changing technology can enable people to move beyond their health challenges and pursue all that inspires them.

     

    Commenting on the campaign, Vivek Mohan, Divisional Vice President – Corporate Global Marketing, Abbott said: “Abbott has always been at the forefront of innovation. For us, it has been about celebrating the unstoppable spirit of people and inspiring them to discover the possibilities that good health can bring. We are shaping the future of healthcare in India with leading technologies, products and services. This year, we are showcasing the ways in which we help touch the lives of people through these technologies to live healthier, better and fuller lives.”