MxMIndia

Category: MARKETING

  • The TVC features southern super star and face of Tanishq South, Nayanthara

    Tanishq TVC highlights festive spirit of Tamil Nadu

    By A Correspondent

     

    Tanishq has launched its latest ad film targeting its large customer base in Tamil Nadu. The new TVC will feature Nayanthara, actor and face of Tanishq South.

     

    Speaking about the film, Deepika Tewari, Associate Vice President– Marketing, Jewellery Division at Titan Company Limited said: “Tamil Nadu has always been one of our primary focus markets because of our history with the state and the fact that we started our journey by establishing our first store in Chennai and our factory is also located at Hosur. Tanishq’s traditional designs and craftsmanship are a perfect fit with the jewellery preference of Tamil Nadu. The film is an attempt to tell our customers how deep-rooted we are as a jeweler, in every joyous and auspicious moment in their life. To crown it all, Nayanthara, with her elegance and striking beauty brings more glitter to the film, just like our brand.”

     

    Added Sagar Kapoor, National Creative Director at Lowe Lintas: “With a large line of jewellery players in Tamil Nadu, Tanishq needed a strong emotional connect to win the hearts of Tamil Nadu.  The films speaks a simple language of connections by reaffirming the rooted Tamil identity through a popular Tamil folk song ‘Kummi adi’, a folk song which is an integral part of all celebrations from weddings to smaller ceremonies at home. The film features Nayanthara at her graceful and elegant best adding a touch of joy to every auspicious celebration.”

     

     

  • Set to go live on September 17 on the Myntra app

    Myntra partners with Banijay Asia to launch digital reality show

    By A Campaign

     

    Wavemaker and Banijay Asia have partnered with Myntra to create a digital reality show – Myntra Fashion Superstar. The show is aimed at identifying country’s most sought after digital fashion influencer. The eight-part reality show will go live on Myntra app on September 17, 2019. Actor Sonakshi Sinha and celebrity stylist Shaleena Nathani will be the judges.

     

    Speaking about the show, the Myntra spokesperson said, “Consumers these days look for experiences coming from people whom they can relate to, which are more authentic. Fashion as a category is highly dominated by influencers who play a huge role in consumer’s decision making journey. Rather than create for them, we realized that we should put them in the centre and create with them and take the game to the next level.”

     

    “Fashion and Entertainment dominate the lives of young Indians. To cater to their specific needs we decided to combine these two worlds and put together a truly unique and relevant reality show that’s bound to resonate with young India. We are delighted to have found a partner in Wavemaker to bring this idea to life”, says Deepak Dhar, Founder and CEO, Banijay Asia.

     

    Commenting on the initiative, Karthik Nagarajan, Chief Content Officer, Wavemaker said, “In Myntra Fashion Superstar, we landed on an idea that was the perfect marriage between audience centric, digital first content, which was also moving the needle on business goals. In Myntra, we had a client who was willing to push the boundaries and Banijay Asia was the perfect partner for us as their ability to create quality content and innovative concepts at scale, is unmatched in the country. We are delighted to partner with them for such a unique, path-breaking show that promises to merge the boundaries between reality television, digital content and fashion – creating a first of its kind genre along the way.”

     

     

  • The integrated campaign is already live across TV and digital platforms

    Oppo ropes in Ranbir Kapoor & Katrina Kaif for Reno campaign

    By A Campaign

     

    Oppo India has announced Bollywood actor Ranbir Kapoor, Katrina Kaif and Badshah as brand ambassadors for its Reno series.

     

    Speaking on the association, Sumit Walia, VP, Product and Marketing, Oppo India said: “At Oppo, we have always aspired to bring distinctive and innovative offerings for our customers. With the Reno series, we have taken our innovations a notch above with a brand-new product concept, design philosophy, and a communication model which is tailor-made for youthful consumers.  Just like Oppo, these celebrities too have pushed their creative realms to delight and surprise their audience. As we pave the future growth strategy of Oppo in India, we are confident that this association will further help us strengthen the positioning of the Reno series in the Indian smartphone market.”

     

     

  • The TV commercial #IndiaCalling tells the story of young Indians setting off on journeys of discovery

    L&K Saatchi & Saatchi unveils latest ad film for Hero

    By A Campaign

     

    L&K Saatchi & Saatchi has created a campaign for the portfolio of premium bikes and scooters from Hero, with the credo ‘Tomorrow Can’t Wait’.

     

    The TV commercial #IndiaCalling tells the story of young Indians setting off on journeys of discovery, encountering a country that’s moving in step with the tomorrow.

     

    Said Anil S Nair, CEO and Managing Partner, L&K Saatchi & Saatchi: “With the new premium range Hero has fuelled the young Indians desire to do more, feel more and most importantly explore more. There is an immense sense of pride and optimism they feel from where we have taken the inspiration from”.

     

     

  • The campaign will be further amplified across digital platforms and out-of-home (OOH) activations

    ‘It can’t get more Italian’ says Del Monte in new ad

    By A Campaign

     

    Del Monte has launched a new communication campaign focused on its range of gourmet Italian offerings with the tagline ‘Can’t get more Italian’.

     

    Said Yogesh Bellani, Chief Executive Officer, Del Monte: “We aim to showcase the unique flavours of our wide range of authentic Italian products with this campaign. We, as a brand, intend to start a conversation with our consumers about our products through this campaign.”

     

    Added Nikhil George, Creative Director, Orchard India: “Del Monte’s Italian range has a strong authentic product story that made creating the marketing communication a delight. We’ve seen the source story before but the challenge was to give that a fresh spin. The tonality held the key. We kept it fun and quirky, in line with the tastes of the young families the brand was talking to. At a time when young Indians are constantly experimenting with food, I’m sure this authentic option is something they’ll love.”

     

     

  • The campaign aims to educate moms about the unique benefits of pH 5.5

    Sebamed educates mothers via new campaign

    By A Correspondent

     

    German and skin care brand Sebamed has announced plans to deepen its engagement in the evolving and growing baby care segment in India. The brand has launched its first ever campaign in India ‘pH 5.5 = perfectly healthy skin’. The campaign aims to educate moms about the unique benefits of pH 5.5 that Baby Sebamed product range offers, making it safe and healthy.

     

    Developed by Lowe Lintas, the campaign will run across traditional as well as digital and social media platforms for six weeks in top 20 cities in India. The brand will also work towards creating and amplifying conversations amongst new parents through their strong digital eco-system and on-ground outreach programmes to drive credibility and advocacy.

     

    Speaking on the campaign, Konark Gaur, Head of Marketing – Consumer Products, USV Pvt Ltd. said: “We observed that new age parents’ needs were evolving, and were cluttered with confusing information. It was important for us to create an honest and authentic brand that empowers them with the best care for their baby. The campaign design is rooted in the product promise to keep the skin pH at a perfect level of 5.5. I believe our campaign communicates the unique benefit in a simple way and would establish a strong connect with our audience.” Developed by Lowe Lintas, the campaign will run across traditional as well as digital and social media platforms for six weeks in top 20 cities in India. The brand will also work towards creating and amplifying conversations amongst new parents through their strong digital eco-system and onground outreach programmes to drive credibility and advocacy.

     

    Added Madhu Noorani, President (Creative), Lowe Lintas said, “Sebamed has come in with a very specific and scientific offering. The challenge was to make a scientific term like pH 5.5 easy for the moms to understand. It is only a mom who can understand the babble of her baby. So, that’s exactly where our idea sits. A very vocal infant questioning her mom about the products being used on her and a confident mom standing up to the questioning. A charming conversation between equals leading to the message that pH 5.5 means perfectly Healthy skin.”

     

     

  • Like the previous legs, this campaign will have additional touchpoints including Dolby.com microsite, digital, PR, television (through partners) and cinema

    Dolby pushes iweight around smartphones via new ad

    By A Correspondent

     

    Dolby’s latest proposition – ‘Mobile Pe Dolby Hain Kya?’ – is aimed at educating the smartphone owners about the Dolby technology on one’s mobile.

     

    Commenting on the launch of the campaign, Ashim Mathur, Senior Regional Director Marketing – Emerging Markets, Dolby Laboratories, said: “At Dolby, our goal is to enable and deliver spectacular experiences that bring entertainment to life be it at cinemas, at home or on the go. With the ‘Mobile Pe Dolby Hai Kya! (Got Dolby on your Mobile?)’ campaign, is aimed at driving awareness about its technology on the mobile, that enables a spectacular experience, even on the go. The campaign also aims at educating the discerning audience that for a spectacular experience, one needs a Dolby enabled smartphone with Dolby enabled streaming service.”

     

    Speaking about the concept behind the campaign, Shrikant Menon, Chief Executive Officer & Managing Partner, The Digital Street LLP added: “One of the things we are all exposed to is the incessant use of mobiles in India, wherever one maybe – on public transport, in restaurants, even while walking on sidewalks! People are so immersed into watching all forms of content, wherever and whenever they can. So, when we were asked about how best to tell the Dolby story for mobiles, this immersive attitude and desire to escape into entertainment was something we really wanted to tap into. With the scene set, using Mono and Chaubey seemed like the best way to continue Dolby’s journey of telling people how their entertainment experiences can be taken up a notch and made truly spectacular.”

     

    Said Sumit Sabharwal, Founder and CEO, Mass Studios: “The idea was to give the film a clean, and contemporary urban look in a classical shooting style to accentuate critical moments of the narrative both visually and through the sound design, keeping with the mockumentary style of story-telling. Our endeavour has been to make sure this forth film in the series goes one step further in bringing out humour as well as Dolby messaging with the final film.”

  • The company has unveiled Durgatinashini and Sanhati initiatives as part of this year’s Durga Puja campaign

    JSW Cement launches Durga Puja campaigns with a social focus

    By A Correspondent

     

    JSW Cement has launched a campaign to celebrate Durga Puja. The company has unveiled Durgatinashini and Sanhati initiatives as part of this year’s Durga Puja campaign.

     

    Speaking about the initiative, Gautam Mukhopadhyay, Regional Head of East – JSW Cement said:  “At JSW Cement, we take conscious steps to support and empower communities, reducing social and economic inequalities. Festivals like Durga Puja give us an opportunity to connect with our customers to do something more meaningful in addition to the festive celebrations. Both these initiatives are an attempt by JSW Cement to raise awareness about various social causes and add to the festive cheer in the local communities.”

     

     

  • Introduces ‘Look Book’ and ‘Flip Score’ among other innovations for this festive season

    Flipkart launches new advertising offerings

    By A Correspondent

     

    Flipkart is offering a slew of advertising innovations leading up to the festive season. In addition to the existing portfolio of display and search ads, ​video, new display formats and games ​are some of the new offerings which are now available for brands and sellers.

     

    Said ​Prakash Sikaria, Vice President at Flipkart: “The consumer’s journey of discovery online is evolving at a fast pace and at Flipkart, we offer our full-scale ecosystem for advertisers to engage consumers effectively online. With our insights on consumer searches and our understanding of Indian consumers across the country, we are excited to bring a host of innovations to advertisers today. We understand how India shops online and we look forward to enabling brands and sellers to connect with them in the best possible manner.”

     

     

  • Expands its domestic market footprint and drives enhanced brand salience

    Welspun ropes in Amitabh Bachchan as brand ambassador

    By A Correspondent

     

    Welspun India has announced the launch of its new campaign ‘Badal Dalo’ with actor Amitabh Bachchan who has been roped in as brand ambassador for Welspun.

     

    The ‘Badal Dalo’ campaign highlights Welspun’s home linen products that aim to challenge the status quo, and offer easy and convenient solutions at affordable prices. Conceptualised by Leo Burnett, the campaign kickstarts with two TVCs starring Amitabh Bachchan.

     

    Commenting on the campaign, Dipali Goenka, Joint Managing Director and Chief Executive Officer, Welspun India Limited said: “Welspun, with its proclivity to innovate, aims to revolutionize the home textiles and floorings industry with its unique products. We are delighted to bring Amitabh Bachchan on board as the brand ambassador. As we plan to create deep inroads within the Indian markets, we are confident that our association with the Bollywood stalwart, with his credibility and vast consumer reach and connect, will help drive greater brand resonance thereby fortifying the brand’s foothold in the industry.”

     

    Speaking on the campaign, Rajdeepak Das, Managing Director – India and Chief Creative Officer – Leo Burnett South Asia added: “The ‘Badal Dalo’ campaign is based on the insight that currently in the value driven home textile market there is a huge gap between pricing and quality. With their latest offering, Welspun plans to make quality home textile affordable and available to the mass market. When it comes to trust and credibility, few personalities have as much clout as Amitabh Bachchan making him the perfect fit for our campaign and helping us connect with a wider audience.”

     

     

  • Swarovski tied up with Adfluence to run Influencer Marketing campaigns

    Adfluence taps influencer marketing for Swarovski’s latest ad campaign

    By A Correspondent

     

    Adfluence, an influencer marketing platform, recently joined hands with Swarovski to plan and strategize unique and engaging influencer marketing campaigns for the brand.

     

    Said Amev Burman, Co-Founder, Adfluence: “We worked with influencers that were primarily from the Entertainment and Lifestyle space. Content quality and type were key in the selection process. Although it is imperative to create a comprehensive brief, it’s also crucial to let the creators express their creativity. What worked very well with the audience was the Emotional Quotient in the pictures that promoted the concept of celebrating the bond between all siblings. This strategy resulted in a very impressive engagement rate of 19 per cent.”

     

     

  • The company has decided to make its presence at every television space spanning news, movies, prime time soaps, comedy shows or reality shows

    KEI associates with broadcasters to strengthen brand leadership

    By A Correspondent

     

    KEI Industries announced its strategic association with 26 leading channels to brace its brand leadership

     

    Speaking on the partnership, Anil Gupta, Chairman cum Managing Director, KEI Industries Ltd said: “The associations represent a vital step forward for us as we continue to explore opportunities to expand our offerings globally. We continue to deepen our engagement with our channel partners to realize our shared goal of serving end-users efficiently and effectively. We successfully raised our pitch in brand promotion through various communication channels. These partnerships are a gateway for us to experience and build a whole new customer segment as these channels give us the perfect opportunity to on-board new set of loyalists for our company.”