MxMIndia

Category: MARKETING

  • The new TV film highlights the Fevicol’s journey over the years in its typical human and humorous fashion

    Fevicol unveils nationwide campaign celebrating 60 years

    By A Correspondent

     

    Fevicol is celebrating its 60 years of operations in India. Launched with a single product, Fevicol today has over 75 variants like Marine, HeatX, Hi-per, EzeeSpray and defines the adhesive category.

     

    To celebrate this milestone, Fevicol has unveiled a new campaign that captures its bonding qualities. Conceptualised by Ogilvy, Pidilite’s creative agency partner for over three decades, the new TV film highlights the Fevicol’s journey over the years in its typical human and humorous fashion.

     

    Bharat Puri

    Said Bharat Puri, MD, Pidilite Industries Ltd: “Fevicol is one of the rare adhesive brands to feature in the most trusted brands in Indian households. It is loved by Indians for its reliable performance as well as its earthy, humorous and contemporary advertising. The 60-year Fevicol campaign celebrates its unbreakable bond with generations of Indians.”

     

     

    Piyush Pandey

    Added Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy: “To me, Fevicol is not just an adhesive, but a cultural glue that salutes the people of India. Fevicol as a brand, has followed this principle for 60 years. Advertising came into the picture much later. The 60-year TV ad and the entire communication salutes the carpenter and her or his craft. Fevicol is the message. Ogilvy is only the messenger.”

     

     

  • The ad campaign rides high on situational humor to highlight inherent product benefits and creates long lasting impact

    Dailyhunt targets the youth through latest ad film

    By A Correspondent

     

    Dailyhunt recently announced its new multimedia campaign titled #DailyhuntHaiNa. The campaign reaches out to the millennials through fresh and quirky videos using humour to connect with them to highlight core benefits of Dailyhunt.

     

    Talking about the campaign, Umang Bedi, President, Dailyhunt, said: “We want to create a brand identity for Dailyhunt which resonates with our target audience’s identity as well- fun, quirky and humorous. The idea behind the campaign was to connect with the millennials (18 to 30 years, across Bharat) and get them hooked on to the unique benefits of Dailyhunt. To also do it in a 15 seconder without dialogues was super cool from the team”

     

    Added Amit Akali, Managing Director and CCO, What’s Your Problem: “After owning the elections through the ‘Tota Mat Bano’ campaign, we wanted to be ‘always on’ in the consumer’s mind. The idea was to identify the key benefits for the consumer. Since the target audience is young India, we were clear the creatives had to be relatable to them, while being edgy enough to stand out. Plus we had to do this in 15 seconds. Hence, we took on a slightly cheeky and provocative tone of voice. That, coupled with some crazy scripts, catchy music and sharp comic timing, hopefully ensured that the films and their messaging can’t be missed.”

     

    The campaign has been directed by Prashant Issar (Sippy) and produced by Tubelight Films and it will be run across the country in seven languages across TV, digital and social platforms.

     

     

  • The campaign, titled #Mutualfundsahihai, has been executed in collaboration with Rappio

    Dentsu X, Amnet launch programmatic audio campaign for AMFI

    By A Correspondent

     

    Dentsu X has joined hands with the group’s programmatic expert Amnet to launch the In-Read Audio campaign for the Association of Mutual Funds in India (AMFI). The campaign, titled #Mutualfundsahihai, has been executed in collaboration with Rappio, a digital audio advertising platform, to raise awareness on mutual fund investments in India.

     

    “Listening to music is a very personal and immersive experience. An advertisement which violates that space, can have a jarring impact on the listener. On the other hand, while listening to audio podcasts / news, a user is more open to receiving other information, if they are targeted correctly. Programmatic audio on non-music platforms helped us do exactly that – reach the right audience in the right frame of mind. The results are encouraging and have strengthened our belief in programmatic audio. We look forward to leverage this further,” comments Punit Dharamsi, Vice President – Marketing & Investor Education, Association of Mutual Funds in India (AMFI).

     

    Commenting on the campaign, Divya Karani, CEO, Dentsu X said: Dentsu X believes in the power of experience over mere exposure. We design consumer-centric experiences basis data-driven insights. The growth in voice marketing in India is a testament to our consumers’ comfort and preference with auditory media. Harnessing the power of audio with programmatic, we took an innovative approach of embedding digital audio within our messaging on news partner platforms. This really paid off, with very encouraging results, proving the success of combining sensory cues strategically.”

     

    Added Salil Shanker, Chief Operating Officer, Amnet India: “Digital audio advertising in India is still very nascent.  It has the potential to help brands and marketers grow when used with new-age voice assistant devices like Google assistant and Amazon Echo. With Rappio, we are bringing this innovation of Programmatic Audio by personalising brand messages for a viewer which will be delivered at the right time and place via audio content, programmatically.”

     

     

  • Brand Ambassador Dia Mirza to bring alive message of bringing families together over food

    Consumers to ‘taste togetherness’ with new FunFoods ad

    By A Correspondent

     

    FunFoods by Dr. Oetker, a western sauces and spreads brand, today announced the launch of its new ad campaign ’Iska Taste Mile, Toh Sab Milein’. The campaign focuses on the role of mayo in consumers’ everyday lives as a versatile ingredient that helps cater to different taste preferences of family members and bring them together over food.

     

    Speaking about the launch, Oliver Mirza, Managing Director and CEO, Dr. Oetker India said: “Mayonnaise is one of the fastest growing categories in India owing to its versatility. As a market leader, it has been our endeavour to drive penetration and grow mayonnaise into a thousand crore category. We believe the new campaign will help us strike an emotional chord with consumers and play an important role in realising our vision.”

     

    Added Devarshy R. Ganguly, Vice President, Marketing, Dr. Oetker India: “We are excited to launch a new brand campaign for FunFoods. In this next phase of the brand journey, we hope to inspire more consumers to enter the category by focusing on mayo’s role of delivering taste and convenience. We believe our journey of driving penetration will be strengthened through this campaign as the story is relatable with a touch of emotion and humour.”

     

    The new campaign also sees the introduction of Dia Mirza as brand ambassador. Said Sridharan Iyer EVP, Publicis Capital on the creative: “The insight for the new campaign comes from the fact that homemakers today are under constant pressure to cook something which is not just interesting but also appeals to varying taste preferences of family members. FunFoods mayonnaise with its rich creamy flavour acts as a perfect binder in bringing everyone together over food.”

     

     

  • The account will be managed by agency's Mumbai's office

    WatConsult bags digital mandate for Croma

    By A Correspondent

     

    WatConsult has won the digital media duties for Tata Group’s Infinity Retail owned – Croma. As the agency on record, WATConsult will be managing the brand’s digital presence across verticals.

     

    Speaking on the win, Rajiv Dingra, Founder & CEO, WatConsult said “We are very excited to have Croma, one of the leading retail chains in India, in our client roster. Interestingly, the brand has been extremely active on digital media and has registered a huge following across India. With their emphasis on strengthening their advertising and marketing strategies furthermore, it is a great opportunity for us to help them carve their digital journey in a much more innovative and integrated way.”

     

    Ritesh Ghosal

    On appointing WatConsult for the social mandate, Ritesh Ghosal, CMO, Croma added:  “Croma is in a phase of increasing its footprints to newer geographies across India. We were looking for a partner who will share the core values of the brand Croma while delivering digital engagements in the existing as well as newer markets. With the digital-first approach, the brand promise will be delivered keeping every digital touchpoint in mind. We are banking upon the agile and innovative approach that WatConsult brings onto the table & looking forward to working with the energetic team.”

     

     

  • Ogilvy will shift its office to the new location on Monday, August 26

    Ogilvy, JWT (now Wunderman Thompson), GroupM, etc to relocate to new WPP campus in Sahar

    By A Correspondent

     

    Soon arch rivals Ogilvy and Wunderman Thompson will work under the same roof. As part of its global growth strategy, WPP has announced invest in two co-location campuses in India. The roll-out will commence with more than 3,800 people moving into a new Mumbai Campus in late August, while a Gurugram campus will be set up next year. According to the information received, Ogilvy India (and its group agencies) will shift its office to the new location on Monday, August 26.

     

    All co-locations will support the WPP community with world-class facilities. The campuses include conducive spaces for talent to work and engage in collaboration and will also provide clients with easier access to WPP’s network of agencies.

     

    Said Mark Read, CEO of WPP: “India represents a region with immense opportunities for WPP. We are committed to building further momentum for our businesses there, through our campus investments. Having modern, dynamic workplaces creates real impact for our people, and enables collaboration and ideas to thrive. We work with some of the most progressive clients and teams in India and we want to support their efforts in creating outstanding work.”

     

    WPP’s new Mumbai Campus will be named BAY99, which alludes to the city’s historical roots and is also the campus’ postal code reference. Situated within The Orb, a new complex next to the international airport in the Sahar area, the location offers various amenities, including convenient transport and social options. The Orb complex will also offer more than 40 dining and entertainment options within walking distance for staff to enjoy.

     

    In a first for WPP’s India offices, the co-location will bring together more than 16 companies under one roof, with a space of 380,000 square feet over a 10-year lease. On-site, staff will enjoy a host of modern facilities, ranging from a rooftop terrace, recreation lounge, library, cafeteria and more.

     

    Commenting on the new campus, WPP Country Manager for India, CVL Srinivas said: “India is one of the most exciting markets for WPP with great growth potential. By investing in co-location campuses in key cities, we are bringing to life our vision to lead the market as a creative transformation company and to build a strong, cohesive WPP community. We support some of the biggest brand names in India and more than ever, clients want to be connected to easy processes and solutions, as well as a complete suite of services. The new Campus means our teams will have increased access to each other’s expertise and this will go far in enabling our talent to do their very best work for clients.”

     

     

  • Internet star Milad Shadrooh, along with actors Manish Paul, Pranitha Subhash and fitness trainer Yasmin Karachiwala launched the film

    FoxyMoron unveils latest ad film for Colgate Total

    By A Correspondent

     

    Conceptualised by FoxyMoron and produced by The Rabbit Hole, Colgate recently launched its Colgate Total toothpaste with internet star Milad Shadrooh, along with actors Manish Paul, Pranitha Subhash and fitness trainer Yasmin Karachiwala.

     

    Speaking about the campaign, Pratik Gupta, Co-Founder at FoxyMoron said: “There are a lot of amazing things that we were able to achieve with the launch campaign that we have done for the New Colgate Total toothpaste. To move Colgate into a slightly non-traditional, overtly functional, long format branded content marketing approach was the first victory. In order to achieve this, a lot of our specialist teams across creative, video and talent came together, put together a truly integrated approach and brought this to life. For us, the final output, the fun during the process and the response that we are already getting is a testament that this campaign will bode well for the brand and the message appeal to the common man – in a fun and precise way.”

     

    Added Arvind Chintamani, Vice-President Marketing, Colgate-Palmolive (India) Limited: “The New Colgate Total offers ‘holistic’ oral-health. It fights germs not just on the teeth but also on the tongue, cheeks and gums, for up to 12 hours, helping one achieve ‘whole mouth health’. To communicate the product’s multiple benefits we have created a clutter-breaking campaign for social-media, with Singing Dentist – Milad Shadrooh, and three other popular youth icons. Through a parody based on Bollywood’s popular ‘All is Well’ song, the product’s benefits are conveyed in an interesting and engaging manner that builds an instant connect with our consumers and helps them internalise the message. We are confident of its appeal to our audience.”

     

     

  • Celebrates a decade of unique storytelling for stylish homes with Gauri and Shah Rukh Khan

    D’Decor’s ad celebrates new product categories

    By A Correspondent

     

    D’décor has unveiled its new campaign – ‘Beautiful homes tell beautiful stories’ with a series of short films featuring Gauri and Shah Rukh Khan. The campaign celebrates 10 years of association of the power couple with D’Décor.

     

    Conceptualised by Wunderman Thompson, the campaign is produced by Dharma 2.0, the creative unit from Karan Johar’s Dharma Productions.

     

    Speaking about the new milestone, Sanjay Arora and Ajay Arora of D’Decor said: “D’Décor is proud to unveil its new campaign marking the longstanding association with Gauri and Shahrukh Khan. The brand journey with the Khans’ is over a decade old and we are aware of the magic they bring to the people across India. Dharma 2.0 has beautifully translated our vision and the celebration of this beautiful partnership. The couple together, are an ideal image of homemakers and imply ‘family’ for us. There is a seamless synergy between  D’Décor and its values being narrated with Beautiful homes tell beautiful stories.”

     

     

  • Brand aims to strengthen its portfolio offerings in the ‘fresh breath’ space

    Perfetti promotes ‘Center Fresh 3 Layer Gum’

    By A Correspondent

     

    Center Fresh 3 Layer Gum has actor Samantha Akkineni as Brand Ambassador. The launch of the gum will be supported through a 360-degree campaign on TV, digital, and cinema.

     

    Speaking on the launch, Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India said: “Center fresh is one of our power brands in India. The brand enjoys immense love and trust with the Indian consumer. We plan to own the “fresh breath confidence” space through multiple product offerings under Center fresh, which are tailored for different consumption occasions.”

     

    Speaking on the new launch, Rohit Kapoor – Director Marketing, Perfetti Van Melle India added: “Fresh Breath is one of the fastest growing need spaces within confectionary today owing to the growing consciousness around the concept and Center fresh is synonymous with fresh breath. With the launch of Center fresh 3-layer gum the brand wants to cater to consumers who are looking for long lasting fresh breath experience, all through the day. Center fresh 3-layer gum offering further strengthens the brand portfolio which has offerings across formats and different fresh breath need states.”

     

    Explaining the thought behind the ad film, Anurag Agnihotri, Executive Creative Director, Ogilvy India said: “Center fresh 3 Layer Gum offers you fresh breath that lasts long. For a youngster, it means having the fresh breath confidence to carry through long conversations with someone special. We brought this out in a boy-meets-girl story in a bus in which the conversation continues till the end of the journey. It may be the beginning of a romance or it may not lead anywhere, but it leaves you with a good feeling. That’s what we have tried to capture.”

  • The two actors will feature in various Magicbricks' campaigns in the future

    Magicbricks appoints Ayushmann Khurrana & Kriti Sanon as brand ambassadors

    By A Correspondent

     

    Magicbricks announced that it has signed up actors Ayushmann Khurrana and Kriti Sanon as its brand ambassadors. The two actors will feature in various Magicbricks’ campaigns in the future.

     

    Commenting on the occasion, Prasun Kumar, Marketing Head, Magicbricks, said: “Being the category leader, Magicbricks has always been at the forefront of capturing consumers’ imagination driven by deep insights. With our scale and size we have now decided to associate ourselves with two leading actors to drive bigger consideration and preference for the brand. Both Ayushmann and Kriti have a huge fan following and that is going to help the brand penetrate newer segments. I welcome Ayushmann and Kriti to the Magicbricks family and hope for a long and fruitful association.”

     

     

  • The team is all set to play their home leg starting from August 24 till August 30

    JK Super Cement associates with PKL as Title Sponsor of Dabang Delhi

    By A Correspondent

     

    JK Super Cement has announced its association with Dabang Delhi as the team title sponsor for the Pro Kabaddi League 2019. Under this partnership, the team players will endorse the brand and sport the brand logo on their jerseys in all the matches.

     

    Commenting on the partnership, Pushp Raj Singh, President – Marketing, Grey Cement said: “We are extremely delighted to be associated with Kabbadi, a sport rooted deep in the Indian soil, that celebrates grit, power and perseverance. A team like Dabang Delhi truly represents our brand’s energy and unbeatable strength. The pace at which the sport has gained popularity in recent times is unparalleled. We are proud to be the Title Sponsor of Dabang Delhi and look forward to a glorious performance by the players. We wish the team all the best for their upcoming matches.”

     

     

  • Mullen Lintas has set up a multi-disciplinary team in its Mumbai office to handle the mandate for the Saffola portfolio of brands

    Mullen Lintas wins creative mandate for Saffola

    By A Correspondent

     

    Mullen Lintas has won the creative mandate for Marico’s Saffola portfolio. This follows a multi-agency pitch.

     

    Mullen Lintas will give a renewed impetus to Marico’s growth ambitions through contemporary, innovative and disruptive communication and creative solutions to make a difference in the lives of consumers.

     

    Koshy George

    Speaking of the appointment of Mullen Lintas, Koshy George – Chief Marketing Officer, Marico Limited said: “Since its launch, Saffola has emerged successfully time and again to create relevant products for consumers and become one of the most trusted brands in India for leading a healthy lifestyle. Today, Saffola is integral in driving Marico’s growth story. The brand has expanded its portfolio, offering a range of innovative products in the super premium refined edible oil and healthy foods categories.  As we build on this strong brand equity and amplify our innovation trajectory, we look forward to working with Mullen Lintas whose creative ideation, proficiency and execution excellence will aid our efforts in creating a brand of the future.”

     

    Vikas Mehta

    Added Vikas Mehta – CEO, Mullen Lintas: “Saffola is an iconic brand that has continued to play a huge role in making India heart-healthy. The brand has been built on the back of some really memorable advertising over the years. As Mullen Lintas comes on board as its new creative partner, we will do our best to up that legacy further and help the brand leap into a future that’s even brighter than its past. Saffola is a heart-warming addition to the Mullen Lintas portfolio as it further strengthens our credentials in FMCG and healthcare.”

     

    Mullen Lintas has set up a multi-disciplinary team in its Mumbai office to handle the mandate for the Saffola portfolio of brands.