MxMIndia

Category: MARKETING

  • The TVC, conceptualised by Contract Advertising, urges people to make space for life, memories, passions, and relations; reminds the vital role played by their furniture in bringing a home alive

    Godrej Interio urges consumers to make space for life

    By A Correspondent

     

    Godrej Interio has unveiled its latest ad film as part of its new campaign – make space for life. The TVC, conceptualised by Contract Advertising, urges people to make space for life, memories and relations and reminds the vital role played by their furniture in bringing a home alive.

     

    Commenting on the campaign, Anil S Mathur, Chief Operating Officer, Godrej Interio said: “Millennials and the Gen Z today are losing out significantly on creating strong family ties or spending quality time with friends due to pressures of demanding professional lives. The new TVC campaign reminds us in spite of the rigmaroles of varying pressures of life we should make space for passion, family and friends at our home. The TVC takes us through the lives of an Indian family highlighting the myriad roles played by home furniture through the day to create warm, beautiful moments among people.”

     

    Added Ayan Chakraborty, Executive Vice President & General Manager, Contract Advertising: “The key task was to redefine Godrej Interio from being just a furniture brand to a designer of spaces. We seldom reflect on the role of furniture in our life. They are witness to a lot of emotional moments in the family. This campaign is a testimony to those moments”

     

     

  • The campaign urges consumers to embrace their ‘Real Value’ while buying life insurance cover

    Max Life Insurance showcases new belief in its latest brand campaign

    By A Correspondent

     

    Max Life Insurance has launched its new brand thought that introduces the belief – You are the difference – in the lives of loved ones.

     

    Commenting on the brand campaign, Aalok Bhan, Director & Chief Marketing Officer, Max Life said: “People tend to make the mistake of assessing their real value basis only their current financial status, thus often ignoring their future financial potential and underplaying the value of ‘Self’. Through real-life events, our campaign will bring alive the value consumers bring to their families. We are confident that these situations will resonate with our target audience and will nudge them to relook at the value of ‘Self’. Max Life has also created an easy to use tool to calculate ‘Real Value’ which takes into consideration current and potential financial contribution assumptions as well as the value of aspirations of the loved ones. We believe that if consumers understand their ‘Real Value’, they will automatically work towards protecting it, to ensure that their family does not have to live a life of compromise in any circumstances.”

     

    Adding to the launch of the campaign, Ritu Sharda, Chief Creative Officer, Ogilvy North said: “Most times, we don’t realize how big a difference we made in the lives of other people. In going about our duties and responsibilities, we tend to undervalue ourselves. Subconsciously, this reflects in the way we take our life insurance. ‘You are the difference’ is a great platform to wake people up to their true value and enable them to take the right decision towards an insurance value that will really make a difference.”

     

     

  • Singh will also participate in a series of marketing initiatives to further strengthen JBL’s dominance in the country

    Ranveer Singh is JBL’s new global brand ambassador

    By A Correspondent

     

    Actor Ranveer Singh has been roped in as the new brand ambassador of JBL globally. The actor will endorse an exciting new range of JBL’s consumer audio products in the coming months. Singh will also participate in a series of marketing initiatives to further strengthen JBL’s dominance in the country.

     

    Said Pradeep Chaudhry, Country Manager, Harman India: “No one can represent the true spirit and energy of JBL better than Ranveer Singh. His captivating personality, contagious drive, and incredible talent make him a true JBL ambassador. Apart from being a powerhouse of acting, Ranveer is contributing to the music ecosystem in India and we can’t wait to take this collaboration to the next level.”

     

     

  • #MyBullet campaign on social media garners good response from the motorcycling community across the globe

    Royal Enfield stirs nostalgia with its latest campaign for Bullet 350

    By A Correspondent

     

    Royal Enfield has launched its latest brand campaign that showcases six new colours of the motorcycle brand, Bullet 350. The campaign films, comprising three different stories celebrate the values that have come to represent the motorcycle brand in India and its patrons.

     

    Notes a communique: “The films were developed by the in-house team in collaboration with Sartaj Jaffri from Black or White Brand Communications Pvt. Ltd. Aloke Shetty has directed the three films. The digital campaign was conceptualised by the in-house digital strategy team.”

     

    The campaign in running in print, digital, cinema and on television mediums in select markets namely – Uttar Pradesh, Punjab and Kerala to drive awareness to our prospective customers.

     

     

  • It breaks gender stereotypes and builds brand awareness regarding Anthe among students and parents to ensure equal quality education

    Aakash Edu Services promotes talent hunt in new ad

    By A Correspondent

     

    Aakash Educational Services has launched its new ad campaign on Aakash National Talent Hunt Exam (ANTHE 2019) across all major channels across languages in the country.

     

    Commenting on the launch of the ad campaign, Aakash Chaudhry, Co-Promoter and CEO of Aakash Educational Services Limited (AESL) and Founder & Trustee of Plaksha University, said: “The campaign will be aired on TV as well on digital channels, which will not only give it a mass outreach but will also help in engaging with students on the online platform. To add to the impact, the advertisement will also focus on breaking gender stereotypes, especially in villages and small towns where women education often gets hampered.”

     

     

  • The debut television campaign focuses on brand building and performance

    Gameskraft awards media duties to DCMN India

    By A Correspondent

     

    Online gaming company Gameskraft has appointed DCMN India to handle the media duties for its flagship product Rummyculture.

     

    Bindu Balakrishna

    DCMN India bagged the business following a multi-agency pitch and the account will be serviced from its Gurugram office. The mandate includes managing the brand’s TV media duties across different markets and campaign tracking using DCMN’s proprietary TV attribution technology, DC Analytics. The account will be led by Bindu Balakrishnan, Country Head, DCMN India.

     

     

    Speaking on the association, Prithvi Singh, Founder & CTO, Gameskraft, said: “We began our journey with Rummyculture in late 2017, and it has emerged as one of India’s most played rummy games within a short period of time. With over one million registered users on its website and Android/iOS applications, Rummyculture has certainly struck a chord with gaming enthusiasts across the country. The launch of our first TVC at this exciting time is an effort to strengthen our position in the market. The TVC rightly reflects our brand persona of being a fun and engaging platform for Rummy enthusiasts. We are happy to be associated with DCMN India as our media partners. Their KPI-driven approach towards media planning was well in line with our marketing needs. They understood the requirements of the brand and executed a seamless campaign.”

     

     

  • The campaign is conceptualised by Grey Group India

    Indian Oil hopes to inspire the nation with its Unsung Heroes campaign

    By A Correspondent

     

    Indian Oil’s latest Unsung Heroes features stories of countless nameless and faceless heroes who have impacted the lives of others around them.

     

    Said Subodh Dakwale, Executive Director (CC & Branding), Indian Oil Corporation Limited: “Indian Oil is not only the leading petroleum company, taking care of the energy needs of the nation, but also at its core is the philosophy of placing India first and then business, which translates appropriately in our tagline ‘Pehle Indian Phir Oil’. Passion and care are amongst the core pillars of Indian Oil. These values are also echoed in the spirited works of the unsung heroes. So, our efforts with the campaign have been to create awareness and energise the nation to follow in the noble footsteps of these everyday superheroes.”

     

    Talking about the campaign, Vivek Bhambhani, Group Creative Director, Grey Group India said: “When someone is suffering, their loved ones suffer too. And we’ve tried to showcase the joy and hope these Samaritans have bought in the lives of individuals and family members alike.”

     

     

  • Gatorade has been studying ways to help athletes improve performance

    Gatorade India appoints Hima Das as brand ambassador

    By A Correspondent

     

    Gatorade India announced that it has signed on athlete Hima Das as its brand ambassador. She joins athletes PV Sindhu and Neeraj Chopra as the brand’s ambassador in India.

     

    Gatorade India will work with Hima Das during the period of partnership to understand her training and race-day nutrition better.

     

    Announcing the partnership, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India said: “We are delighted to welcome Hima Das into Gatorade’s family of athletes. As the world’s no.1 sports drink brand, Gatorade has always aimed to identify athletes it believes in, early on in their careers and push them to power their performance by enabling them to achieve more with the right balance of nutrients including fluids, electrolytes and carbohydrates. Hima personifies the spirit of the brand through her persevering attitude and unwavering spirit to win. We believe that Gatorade is the perfect fuel to partner with Hima Das as she sets out to achieve new accolades for the country.”

     

     

  • The IPG Agency will lead 360-degree communication for the brand

    FCB Ulka bags creative mandate of Reliance Smart

    By A Correspondent

     

    Reliance Smart has awarded its creative mandate to FCB Ulka, following a multi-agency pitch. FCB Ulka will lead the creative mandate for Reliance Smart powered with 360-degree communication strategies across platforms as the brand charts its course for the next phase of growth.

     

    Kulvinder Ahluwalia

    Speaking on the win, Kulvinder Ahluwalia, President – Mumbai, FCB Ulka said: “We are delighted to partner Reliance Smart in their journey towards leadership in the Indian retail market. It was a challenging brief and we believe the FCB philosophy of Never Finished helped us unearth fresh insights into the category and create a differentiated platform for the brand that will serve as a launchpad for a slew of cross media initiatives.”

     

    Damodar Mall

    Added Damodar Mall, CEO Reliance Grocery Retail: “Reliance Smart is growing and expanding fast across the country. Our supermarkets deliver unmatched value and experience to middle -man India. Getting the right creative partner who intuitively understands the Indian family consumer was vital for Reliance SMART. FCB Ulka Team’s understanding of the consumer and the tonality of the brand was an important factor. With this partnership we look forward to building a strong mindshare for Reliance Smart.  Look forward to lots of ‘Smart Giri, together.”

     

     

  • Content preferences of 1,648 respondents across six Southeast Asian countries offer specific opportunities for content creators

    New Ruder Finn research offers brands insight into content consumption

    By A Correspondent

     

    Ruder Finn has announced results from its latest research, “Entertain Me. Inform Me. Inspire Me. Feed Me: How to Satisfy Southeast Asia With Your Content”. Conducted among 1,648 people — from Malaysia, Indonesia, Singapore, Thailand, the Philippines and Vietnam — the research offers insights into what consumers prefer, consume, share and believe with respect to online content. Malaysia-based respondents made up 16 percent of the sample size.

     

    The study notes that 69 percent of local consumers surveyed said they made an unplanned product purchase motivated by online content. The top three reasons Malaysia-based consumers were influenced to make a purchase: 1) the content provided detailed information about the product or service; 2) the content offered an incentive or promotion, and 3) the content was visually attractive.

     

    Consumers in Malaysia have a heavy appetite for content, as 56 percent are asking for more content that provides entertainment; 56 percent want more content that informs and educates; and 50 percent want more help and advice — which is higher than the regional average. In addition, 54 percent prefer content from international brands as opposed to content from local.

     

    Said Martin Alintuck, managing director, Southeast Asia for Ruder Finn: “Clearly, consumers in Malaysia are open to, interested in and motivated by brand content, and companies should be proudly labelling their content with their brands,”. “The work to be done by brands revolves around ensuring their content creates a perception among consumers of authenticity, honesty and reality.”

     

    Despite the accepted opinion that video is king, the research shows that half of consumers (51 percent) prefer to read content as opposed to watch it. An overwhelming majority — 73 percent — prefer digestable content they can continually return to for more information. In addition, 86 percent would rather consume factual content versus emotional content.

     

    “The research argues for brands to strike a balance between appealing to the emotional needs of a consumer while also sharing the relevant information to influence the purchasing decision,” added Alintuck. “At the same time, consumers seem to desire an ongoing story or flow of content that brings them back to familiar information and places. And they are very open to not just watching content but reading it as well.”

     

     

  • The campaign positions the brand as a friend during the whole journey of quitting cigarettes

    ‘We believe you can’, says Nicotex in latest ad campaign

    By A Correspondent

     

    Nicotex has unveiled its latest campaign ‘We believe you can’.

     

    Said Shivam Puri, Chief Executive Officer, Cipla Health: “At Cipla Health, we pride ourselves with bringing a portfolio of products to market, each of which makes a real difference to consumers. Tobacco consumption contributes to over 54% of non-communicable disease related death today. Nicotex, our smoking cessation product has been improving the lives of people by helping them quit smoking for more than 11 years. Based on the proven principle of Nicotine Replacement Therapy, the product is available in three different formats, gums, patches and lozenges. It was built on the vision of making India smoking-free and today is proud to be the country’s No. 1 doctor prescribed brand. Our new campaign is an attempt to reassure people that the struggle and faltering attempts are understandable and part of a journey that eventually culminates in success. With this, we want to strike an emotional chord and reassure individuals that Nicotex is there to hand-hold them through the whole process of quitting cigarettes.”

     

     

  • Unveils its new brand campaign with the brand message; the more you know, the better you sleep

    Wakefit urges Indians to sleep better in latest ad

    By A Correspondent

     

    Wakefit.co has unveiled its new brand campaign, #KnowMoreSleepBetter. With India being deemed the second most sleep-deprived country by a global study and internal studies by Wakefit.co revealing that one in five Indians believe they have insomnia, sleep-related disorders have become a pertinent lifestyle ailment.

     

    Speaking on the launch of the new campaign, Chaitanya Ramalingegowda, Director and Co-founder, Wakefit.co, said: “The sleep industry in India is pegged at INR10,000 crore (growing to INR14,000 crore by 2021), yet there is little innovation in this space. We have witnessed disruption in the nutrition and exercise segments of wellness but sleep has so far been ignored due to the lack of visually appealing representation in the space. The idea of the campaign was to create a world around sleep that is inhabited by cool and likeable characters who are eager to unravel the mysteries of sleep and present it in a simple and digestible form  The campaign strongly aligns with our brand ethos of making great quality sleep accessible to people across India.”

     

    Added Vineet Gupta, Founding Partner, Spring Marketing Capital on collaborating with Wakefit as its brand partners, for this and future campaigns: “Sleep is one of the most important factors impacting a person’s health, productivity and success. However in today’s world, sleep is often de-prioritised, taken for granted and riddled with misconceptions. Wakefit was founded as a sleep solutions company and aims to bring sleep back into the consciousness and conversation of Indian consumers. We are thrilled to partner Wakefit in their journey of building a brand that is meaningful, fun and differentiated.”

     

    Added Anand Chakravarthy, Managing Director, Essence, Wakefit’s integrated media agency: “Wakefit is a truly innovative brand that is disrupting the space of sleep solutions with its unique technology, service delivery and product offerings. This product segment will never be the same again, with consumers being the ultimate winners. We are truly excited to partner with the team at Wakefit and bring our media, data and measurement capabilities to help build the brand and drive business.”