MxMIndia

Category: MARKETING

  • The programme, developed by The Progeria Research Foundation (USA), aims to find and assist children living with the rare, fatal rapid-ageing condition

    New campaign reignites search for children with Progeria in India

    By A Correspondent

     

    Followers of Hindi cinema would know of Progeria as the rare disease afflicting actor Amitabh Bachchan in the film ‘Paa’.

     

    The Progeria Research Foundation (PRF; www.progeriaresearch.org) announced the launch of ‘Find the Children – 60 in India with Progeria’ campaign. The campaign is designed to create awareness among the general public and healthcare providers, in order to locate and assist children with this rare and fatal rapid aging condition. The India search calls for the public’s help in finding undiagnosed children with Progeria, so they can have access to treatment and healthcare guidelines that can give them longer, more active lives.

     

    Said Audrey Gordon, President and Executive Director of PRF: “In order to help the children, we have to find them. Locating and assisting them is the goal of our international ‘Find the Children’ campaign. Progeria is a very rare disease that many people don’t recognise. And in a vast, diverse, and multilingual country like India, many of these children come from smaller towns and remote villages; so this outreach is vital to finding them.”

     

    The Progeria Research Foundation has collaborated with MediaMedic Communications through its exclusive status as India partner in GlobalHealthPR. In the past, MediaMedic helped find Nihal Bitla from Bhivandi, Mumbai, and several others, including children from Chhattisgarh, Bihar, and Madhya Pradesh.

     

    Added Dr Leslie B. Gordon, Medical Director of PRF: “We have connected with over a dozen families of children with Progeria in India, and they have become part of the PRF International Progeria Registry, received treatment recommendations, and joined clinical treatment trials. Our goal is to provide these opportunities to every child with Progeria in India. Finding these children and their families is the essential first step to helping them/ All children with Progeria must have the opportunity to benefit from our efforts to find treatments and a cure, so please help us find children with Progeria in India.”

     

     

  • The campaign comprises a series of short, digital-first video ads that leverage humour

    Network Advertising unveils ad for Mahindra Lifespaces

    By A Correspondent

     

    Network Advertising has launched a campaign for Mahindra Lifespaces’ recently launched residential project ‘Vicino’, located in Andheri East, Mumbai. The campaign comprises a series of short, digital-first video ads that leverage humour to give a quirky twist to the high involvement activity of home-buying.

     

    Shayondeep Pal

    Said Shayondeep Pal – Chief Creative Officer, Network Advertising: “To own a home in the heart of Mumbai is to say you’ve arrived in life. Vicino by Mahindra Lifespaces is one such project in Andheri where everything is close by. So the team came up with the idea of highlighting the locational advantage through what we all love to watch on our social media feed – animal videos! The aim was to be disruptive in the category while communicating a strategic locational benefit in the shortest possible duration. In this context, I would like to thank Mahindra Lifespaces for buying into creatives that go beyond ‘safe’ in the traditional sense.”

     

    Added Sunil Sharma, Chief Customer Officer, Mahindra Lifespace Developers Limited: “Vicino is strategically located in Andheri East and meets the evolving needs of home buyers in Mumbai. In a cluttered real estate space, our focus was on ensuring crisp, engaging and hard-hitting films that would be entertaining while also effortlessly seeding our customer value proposition of Joyful Homecomings to well-connected homes at Vicino.”

     

     

  • The film shows that a non-recyclable plastic bag chokes and clogs our oceans and landfills

    Mahindra urges people to #CutTheCrap with new campaign

    By A Correspondent

     

    The Mahindra Group reinforced its long-term commitment towards the environment through the launch of a new campaign that builds a case for waste management. Its new #CutTheCrap campaign has been launched with a film that equates the problems caused by single use plastic bags to weapons of mass destruction.

     

    Highlighting the purpose behind this new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said:- “Through our new #CutTheCrap campaign, we are putting our Rise For Good philosophy into action to bring about greater environmental awareness and societal change. We have consistently focused on bringing issues concerning the environment to the fore, and waste management is a crucial topic within this. Our aim is not only to sensitise people but to also enable them towards behaviour change.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “The idea was to help the viewer see the harmless looking plastic bag from a whole new perspective. By equating it with some of the deadliest weapons known to mankind, we drew attention to the looming threat that is already upon us. And who better than Mahindra, with their track record of relentlessly focusing on waste management, to take this message to the world.”

     

     

  • The team created a unique experience for the audience

    Sony Pictures, Dentsu Webchutney bring alive Angry Birds’ islands

    By A Correspondent

     

    Sony Pictures Entertainment India has joined hands with Dentsu Webchutney, to turn the virtual islands from the movie ‘Angry Birds 2’ into real ones on Google Maps.

     

    Said Shony Panjikaran, Director & Head of Marketing, Sony Pictures Entertainment India: “The challenge with Angry Birds 2 was that the game did not have the same recall as when the first instalment of the film had released. We had to find interesting ways of connecting with our target group. And the best way was to reconnect with the original gamers through such unique promotions.”

     

    Added Pravin Sutar, Executive Creative Director, Dentsu Webchutney: “In today’s world, we need to find new, different and better ways of engaging the audience with the story to market a movie. The focal point of the movie is Birds and Pigs coming together to fend off attacks from the Eagles who want to take over their island. So, we thought what if we could bring this story alive on digital and create a real experience for our users. After some research we found 3 such identical islands that were unlabeled and we turned them into Angry Birds islands.”

     

     

  • The company has gained a reputation as the most comprehensive and dynamic market intelligence specialist in kids, tweens and teens

    Kids Insights announces India launch in partnership with Totally Awesome

    By A Correspondent

     

    Kids Insights announced the official launch of its first Asia-Pacific presence with Kids Insights India in partnership with TotallyAwesome. Kids Insights India will be surveying 410 kids a week in India, resulting in a total of 21,000 children being surveyed each year, providing organisations with access to real-time market intelligence on the attitudes, behaviours, and consumption by Indian children for the first time.

     

    The launch into the Indian market means that Kids Insights now globally surveys more than 2,000 children every week, across three continents and seven countries, or more than 105,000 children a year. The company has gained a reputation as the most comprehensive and dynamic market intelligence specialist in kids, tweens and teens, and whose market intelligence is used by companies such as the BBC, Crayola, Oxford University Press, Sky, Turner, and Warner Bros.

     

    Said Kunal Mukherjee, Country Director of TotallyAwesome: “There is no doubt that the kid’s ecosystem in India is changing at a phenomenal pace and therefore having access to reliable and real- time market intelligence has never been more important. I am delighted to see that Kids Insights is now available to companies who are active in the Indian market”.

     

    Added Nick Richardson, CEO of Kids Insights: “We are delighted to be continuing our global expansion. The launch into India is particularly exciting as it is a market that is going through a phenomenal transformation and digitalisation. Working closely with our local partner, Kids Insights India will be able to help clients understand the dynamics of the Indian children’s ecosystem, help them define their audience, measure and evaluate the success of campaigns and ultimately improve their return on investment. We are delighted to have TotallyAwesome’s support and we look forward to developing a long and successful partnership with them”.

     

  • The campaign recognises Dalmia Cement’s technological innovation in manufacturing cement and its pioneering efforts in nation building

    Dalmia Cement unveils new brand positioning

    By A Correspondent

     

    Dalmia Cement has unveiled a new brand identity and positioning through a national marketing campaign. The new positioning, ‘Future Today’ recognizes Dalmia Cement’s technological innovation in manufacturing cement and its pioneering efforts in nation building.

     

    Said Pramesh Arya, Executive Director, Marketing, Dalmia Cement (Bharat) Limited: “Dalmia Cement is already a strong brand with significant market share. With Future Today, we are crystallising our promise to consumers beyond offering a great product. For far too long, cement purchase in India has been a low involvement decision. As India’s demographic make-up changes, individual home builders are making more informed choices. Be it a one room house or a mega infrastructure project, Dalmia Cement will continue to stay at the forefront of construction science, and give shape to our shared future.”

     

    Speaking about the campaign, Joy Chauhan, Managing Partner, Wunderman Thompson added: “When we started speaking to consumers and internal stakeholders, we realised Dalmia Cement’s first mover status on every front. The new integrated campaign helps the brand move away from category conventions of using humour or hyperbole to demonstrate functionality. Discerning customers today want to determine why they choose one brand over another. Our new campaign gives them believable reasons to do so. And it offers influencers and channel partners a new lens to look at our brand.”

     

     

  • The campaign is an unconventional take on Vir MDF’s core proposition

    New twist to Rushil Decor’s Vir MDF

    By A Correspondent

     

    The Co Integrated has conceptualised and executed two TVCs as part of a campaign to introduce Vir MDF from the house of Rushil Decor. The campaign is an unconventional take on Vir MDF’s core proposition with a humorous cinematic portrayal of the product benefits.

     

    Said Akrita Shrivastava, Chief Creative Officer, The Co Integrateed: “The core challenges we face are the misconceptions carpenters, architects and interior designers have about MDF. We needed to create a communication that is entertaining, informative and demonstrative. We decided to create a carpenter duo- one who talks about the pros and the other who talks about the cons of the product. Essentially the film is a creative myth-buster.”

     

    Added Rushil Thakker – Vice President, Rushil Decor: “Being a company with a legacy of more than 25 years we believe in creating and marketing world class products that meets the consumers’ needs. Vir MDF is poised to be the industry leader in its category which will be well supported in terms of product and marketing innovations.

     

     

  • To showcase how our consumers can travel safely in an Uber

    Uber India drives up safety awareness in new campaign

    By A Correspondent

     

    To raise awareness of its safety processes as well as technology-enabled safety features, Uber has launched a two-month long ‘Safety Never Stops’ campaign in five languages across India.

     

    Commenting on the launch of the campaign, Pavan Vaish, Head of Central Operations, Uber India and South Asia said: “At Uber, your safety is paramount to us. To strengthen our commitment to the safety of our customers, awareness of our various safety features is the key. That is why we have introduced the Safety Never Stops campaign to educate our users about features that will help us make the platform safer.”

     

    Added Sonal Dabral, Chief Creative Officer, Ogilvy APAC: “Like always it has been a pleasure to partner with Uber for one more important campaign – “Safety Never Stops”. It’s a serious message so the campaign was conceptualised using the metaphor of an airline safety briefing. Also because the number of pioneering and innovative safety features Uber has launched for rider safety could rival the safety features of any airline. We hope it acts as a friendly reminder to consumers of the existence of these features so that if they ever need to use them, they have no doubt.”

     

     

  • The Digismart launch campaign adds to the heritage bank’s dynamic appeal

    Anushka Sharma promotes #LiveOnline lifestyle for Standard Chartered

    By A Correspondent

     

    Standard Chartered Bank has launched its Digismart credit card with Anushka Sharma as the face of the campaign.

     

    Said Gaurav Rajput, Country Head – Brand & Marketing, Standard Chartered Bank, India: “The launch of Standard Chartered DigiSmart credit card reaffirms our commitment to bring enhanced products to address the evolving demands of our customers. Today, increased e-commerce adoption is coupled with intensive deal seeking behaviour. We have curated this card to complement the lifestyle of our digital-native customers with always-on e-commerce benefits, while doing away with the need to look for daily deals.”

     

    Added Subramanian Krishnan, CSO, TBWA\India: “As part of the bank’s ever-evolving strategy to stay ahead, this campaign from Standard Chartered aims to engage the millennial, always-on, emerging-affluent generation by keeping things simple but vibrant. While most brands try to bring the online world offline, we did the opposite since we’re talking to the digitally-native millennial. #LiveOnline is the re-creation of our offline world through the online lens.”

     

     

  • The campaign is aimed at building excitement around the ease of earning and redeeming Payback points

    Payback partners Yuvraj Singh to launch latest ad campaign

    By A Correspondent

     

    Payback India has launched its latest consumer campaign – ‘#Payback Chalao’. The campaign is aimed at building excitement around the ease of earning and redeeming points at over 100+ brands via a new mobile app.

     

    Speaking on the campaign, Ramakant Khandelwal, CMO, Payback said: “Our positioning statement ‘Payback Chalao’ resonates well with our members. Our brand ambassador Yuvraj Singh is well known for effortless stroke play to score the maximum. Hence our core messaging reads ‘Score big like Yuvraj every time. It’s Payback time. We also have a messaging in Hinglish which reads ‘Ab rewards kamana hai, baayein haath ka khel! Yuvraj ki tarah har baar kuch zyaada pao, Payback Chalao. A global icon like Yuvraj Singh – who embodies traits like winning, trust, reliability and has a cool and trendy persona, will get us a broader recognition and complement our brand positioning and future plans. We are thrilled with the collaboration and look forward to creating more engaging experiences for our members.”

     

     

  • One stop destination on DishTV and d2h platforms for award-winning & Oscar nominated Short films

    Dish TV India launches new offering, Shorts TV Active

    By A Correspondent

     

    Dish TV announced the launch of a new value-added service ‘Shorts TV Active’ in partnership with ShortsTV, the TV channel dedicated to short movies. Customers can now enjoy an uncluttered ad-free HD films packed with 10000+ premium movie titles. The service is available at a nominal subscription price of Rs 59+ taxes per month.

     

    Commenting on the launch of new service, Anil Dua, Executive Director & Group CEO, Dish TV India Limited, said: “We are delighted to launch the unique short content service ‘Shorts TV Active’ which will offer award winning & international short movies on DishTV & d2h platforms. We, at Dish TV, have always aimed at continuously bringing new engaging content for our audiences. Going further on that route, we have partnered with Shorts TV to offer this unique valued added service. This service is meant for the segment of our viewer base that prefers to consume entertainment in small format. We hope to continue on our path to provide the best of entertainment to our customers.”

     

    Added Carter Pilcher, Chief Executive of ShortsTV: “ShortsTV is pioneering a new type of entertainment in India – highest quality movies from leading Indian and international talent but in short form. Indian audiences and filmmakers are consuming and producing short films like never before and we’re thrilled to be bringing the world’s best short entertainment to the Dish TV and d2h platforms. Subscribers are in for a real treat – from side-splitting comedies to heart-wrenching romance, hair-raising thrillers and award-winners from around the world, we’ve got it all!”

     

     

  • The music videos was released across social platforms

    Don’t settle, says Jeep in latest campaign by Digitas India

    By A Correspondent

     

    Jeep has created a new campaign titled ‘Unde the Hood’.

     

    The digital campaign, that has been conceptualized and executed by Digitas India, comprises a series of seven short videos that promote unique aspects of the Jeep Compass and how it stands apart from the clutter.

     

    Commenting on the latest communication series, Rahul Pansare, Head of Marketing & PR, Jeep India said: “The SUV category is cluttered and they all look the same. But, that’s not us. Our objective is to bring the best product to those who’re looking for the real deal. The real deal is in the performance & capability which is not visible from the outside. Jeep Compass is different from within. With this campaign, we want to define what an SUV really means. All we want is for customers to look under the hood and take an informed decision when buying an SUV.”

     

    Added Mark Mcdonald, EVP & Head of Creative, Digitas India: “With a legendary brand like Jeep, our effort has always been to create content that’s authentic, relevant and inspires consumers to step into the Jeep lifestyle. With Under The Hood, the challenge was two-fold – create an interesting story from something that’s traditionally been a jargon-filled communication in the category; and then tell that story in a unique and interesting way. The Under The Hood campaign managed to do both in a refreshing and engaging way. Using rap and hip-hop, one of the hottest music genres in India right now, helped take the message far beyond just auto enthusiasts to a much wider age group and audience.”