MxMIndia

Category: MARKETING

  • Ventes won the creative award for Best Brand Experience in Mobile Rich Media

    Ventes Avenues and Tanishq bag a Gold at MMA Smarties

    By A Correspondent

     

    We had reported on the Smarties earlier in the week, but this one deserves special mention. Ventes Avenues and Tanishq bagged a gold for their innovative collaboration at the MMA Smarties last week. Ventes won the creative award for Best Brand Experience in Mobile Rich Media.

     

    Said Gaurav Midha, Head- Digital Marketing at Tanishq: “We are delighted to win the award. Tanishq has always aimed at providing the best for its customers and this fascinating initiative is one such approach in achieving this objective. Consumers had the option of browsing through multiple jewellery pieces with just one click. The real-time customer experience strengthened the retail connection between the brand and our consumers; a transformative step on how India will shop and purchase jewellery in the near future.”

     

    Added Fauzan Rahim, Co-Founder Ventes Avenues: “We at Ventes Avenues are happy to have partnered with Tanishq on this amazing campaign on the MEITU camera app in India. Wining an award is always very special, it demonstrates that our work has stood out and left a mark in the minds of a distinguished jury. The focus was to deliver User Engagement using AR filters especially to entice users to virtually try the jewellery and share their selfies wearing Tanishq jewellery with friends & family. 4.9 Mn pictures taken during the one-month campaign is a huge feat and we hope this paves the way for other brands to consider this platform.”

     

     

  • The new TVC featuring actor Boman Irani aims to establish the superior product credentials of the next generation offering of Dulux Weathershield Powerflexx

    Dulux unveils new TV campaign

    By A Correspondent

     

    AkzoNobel, a leading global paints and coatings company and maker of Dulux Paints in India, released a new TVC campaign titled “Double Protection” to mark the launch of next generation Dulux Weathershield Powerflexx. The new TVC featuring actor Boman Irani aims to establish the superior product credentials of the next generation offering of Dulux Weathershield Powerflexx.

     

    Said Rajiv Rajgopal, Managing Director, AkzoNobel India: “We’re experts in the proud craft of making paints and coatings, setting the standard in colour and protection. That means innovation really is at the heart of everything that we do. We have introduced the next-generation Dulux Weathershield Powerflexx that offers 2X better protection – a superior product performance for home exteriors. The new TVC highlights the functional benefits of this technologically advanced exterior wall paints that has been especially designed to protect India’s homes from its unique and extreme climatic conditions.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “Weathershield Powerflexx exterior paint of Dulux is doubly qualified to protect the exterior walls against fungus and cracks. We just wanted to juxtapose these credentials against those of an owner of the house. People usually pride themselves on the number of degrees and diplomas that they hold. The TVC punctures the pride by pointing to the condition of the walls. A house should match up to its owner’s credentials – that’s the message we wanted to bring through this quirky execution starring Boman Irani.”

     

     

  • Leo Burnett will handle the 360-degree communications for the brand

    Leo Burnett wins PharmEasy mandate

    By A Correspondent

     

    Leo Burnett has won the creative mandate for PharmEasy, one of India’s leading healthcare aggregators. Leo Burnett will handle the 360 degree communications for the brand and the account will be headed by the Mumbai team.

     

    Speaking about the appointment Dr Dhaval Shah, Co-founder of PharmEasy, said: “We are delighted to have Leo Burnett on board with us and are happy to announce that they will be handling a 360-degree campaign for us. This includes brand communications and a few other matters, which Leo will take care for PharmEasy. Moving towards the era of digital transformation, we are confident that the Leo Burnett team would help us reach new heights with their strong execution skills and new-age thinking. We look forward to the association”.

     

    Speaking about the win, Dheeraj Sinha, MD India and Chief Strategy Officer, Leo Burnett South Asia added: “PharmEasy has a distinct and clear goal to make healthcare affordable and accessible across the country and we are delighted that they have trusted us to partner them on this journey. This is a brand which truly gives us a platform to create conversations with a HumanKind approach and we are looking forward to working together.”

     

     

  • Veteran industryperson Shripad Kulkarni uses his to-be-launched AdXforce software to forecast festive spends in print, in the first of a three-part series

    ‘Print festive spends to degrow 8% from last year’

     

    By A Correspondent

     

    Shripad Kulkarni

    Veteran advertising professional Shripad Kulkarni has been leading consulting assignments in the fiels of strategy, content and adsales. Having helmed teams at Carat, Percept Media and Vizeum and also running a media training and consultancy company called M:Ideas which was bought over by Carat Integra, Kulkarni is set to launch AdXforce, an end-to-end software solution for adsales, which facilitates sales process, Call calendar management and CRM.

     

    Using AdXforce, Kulkarni undertook the unenviable task of forecasting the festive season spends for MxMIndia. This is the first of a three-part series. The first focuses on print, and the other two will be on television and other media (outdoor, radio and digital). This report is part of a comprehensive white paper the veteran professional and his team have worked on

     

    Read on…

     

    So, how did the All India festive 2019 Kick Start till Shraadh period go?

     

    Again, we must note that the government infusion had not set in by then, and ad Industry had just got out of an additional adspends on TV due to ICC World Cup.

     

    :: In keeping with the past year trend, Print Innovations grew at a
    healthy 11%

    :: Retail and Personal care grew in Print

    :: Significant drop over 2019 levels in Newspapers SQC by 10%. Shradh was also a washout for print.

    :: Other than Retail, all other volume contributors seem to be holding on to their spends for the Diwali phase.

     

    :: So what’s the Outlook for festive 2019 looking like?

    :: Going by the first weekend of Diwali Phase, positive sentiment is led by new categories. High contributors are not yet too bullish. Sentiment is crucial here, and it seems to be in place for now. This should continue into the Wedding/Holidays Season. The Diwali phase, aided by an extended 6-weeks buying season, should grow and perform better. I assume there will be no increase in rates for any media.

     

    So, my forecast for the festive 2019 is that with a normal last-minute surge:

    :: Print spends will be at around 8% below last year’s level

     

    So what’s the bellweather Onam verdict?

     

    Firstly, we must note that Onam was shrouded in the current slowdown. Latest positive infusion by the government set in after Onam

    :: The upside:

    :: Onam advertising bounced back from the low levels of 2018 due to the unfortunate floods.

    :: A cautious but optimistic start to the Season with 12% more ads in Print than 2017.

    :: Print dominance is visible – with growth in ads driven by long tail of advertisers and better performance than TV.

    :: Services, Auto and HH products Sectors grew for TV and Services, Auto and also Auto grew for Print.

    :: The downside

    :: Significant drop over 2017 levels in TV 4% in GRPs and 7% on Duration

    :: A 4% drop in SQC– reflecting the market sentiment at that time.

    :: Print Innovations did not kick off in time for Onam season

    :: Retail, Durables, Food & Bev and Personal Care – the volume drivers did not take off this Onam.

     

    For full report, click on www.shripadkulkarni.com after 4pm today (Oct 4)

     

     

  • New campaign aims to make ethnic snacks cool for the young

    Bikaji introduces Amitabh Bachchan as brand ambassador

    By A Correspondent

     

    Bikaji Foods has signed megastar Amitabh Bachchan as its brand ambassador. The actor will feature as the face of the brand in a multimedia campaign which has gone live from this month (October 2019).

     

    Said Deepak Agarwal, CEO and Director, Bikaji Foods International: “We are delighted to welcome the entertainment industry’s most revered personality, Amitabh Bachchan aka Amitji as we fondly call him. He has a massive fan following across geographies and has an identity beyond the films, ads that he does. His mass appeal and larger-than-life image will help expand Bikaji’s boundaries. Bikaji is a favourite among Indian snack lovers and we hope to enhance the brand appeal to young people across geographies and boost distributors’ confidence.”

     

    Added Sagar Parikh, Managing Partner, 3 Brothers & Fils: ‘‘The campaign encourages the youth to enjoy ethnic snacking. Amitji is loved by the masses and the classes, so he’s the best choice to deliver the message in a fun and entertaining way.”

     

     

  • Plastic pollution is invading every part of the planet from mountains to the deep seas

    No more single use plastic, says Usha International

    By A Correspondent

     

    Usha International has launched a new campaign that champions the cause of discontinuing single use plastic.

     

    Said Sandeep Tewari, President Marketing, Usha International: “As India’s leading brand, it is our responsibility to be invested in causes that impact our society. Through this film we want to create awareness about the impact that single use plastic bottles, we want people to be sensitized about the damage it causes, and hope that it evokes them to change their habits. We want people to be mindful of their plastic footprint, to be mindful of the needs of the planet by urging them to switch to sustainable alternative solutions. We want to appeal to people to fill their glasses with water from dispensers – shifting off plastic bottles of water. While offering a sustainable solution, the dispensers Usha offers also ensure hygiene and safety of drinking water.”

     

     

  • The agency has conceptualised the Pebble InstaVibe Test

    Logitech partners Dentsu Webchutney to launch Logitech Pebble in India

    By A Correspondent

     

    Logitech has joined hands with Dentsu Webchutney to launch the new Logitech Pebble mouse. The agency has conceptualised the Pebble InstaVibe Test, an on-ground activation where consumers can win a free Logitech Pebble mouse through a Rube Goldberg machine that analyses their Instagram profiles to check if their vibe matches the stylish mouse.

     

    Commenting on the launch, Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said: “A Rube Goldberg machine is one of the best examples of art and technology coming together. Something that the audience and the product both can relate to. Every stage in the installation is a visual representation of a unique part of your Instagram profile. We scanned through the user’s interests like fashion, travel, music and more to get a cohesive quotient. We hope that the InstaVibe Test really brings consumers closer to the Pebble’s product promise”

     

     

  • The campaign builds on Dinshaw's well-entrenched trust and quality in a tongue-in-cheek manner

    Dinshaw’s gets into festive mood with new ad

    By A Correspondent

     

    With the onset of the festive season, Dinshaw’s Milk has unveiled its latest ad campaign across outdoor, digital, radio and local cable.

     

    On launching the new campaign, bosses Zervin Rana and Jamashp Bapuna said: “It is a strategically crafted milk campaign. We are sure the campaign communicates the trust and confidence that the brand enjoys. Moreover, it also brings focus to the milk features and qualities that make Dinshaw’s Milk a far better choice for the consumers.”

     

    Added Sanjeev Kotnala, Advisor 0 Brand and Marketing with Dinshaw’s: “We have been watching a trend in social media where people very playfully adds the name of the product and features to a book – film titles and dialogues. Moreover, traditionally in advertising, brands have borrowed imagery from films- like gabbar- Jai Veeru- Devdas- Mughl-e-azam just to name a few.  So, when our agency ‘Tonic Worldwide’ came up with such an idea, we found it interesting and decided to take this somewhat different if not unique disruptive route developed.

     

    So, it is a humorous way in which we have been engaging with the customers. We have integrated the three primary modes of consumption and use of milk. It is a three-phase campaign covering the use of milk for Tea, directly as nourishment and as an ingredient for making various dishes. The first phase of Dinshaw’s Tea with Tea is over and line like ‘Dinshaw’s Doodh dala toh Chai Jingalala’ and ‘Kya aapki chai mai Dinshaw’s doodh hai’ has been appreciated.”

     

    Said Sudish Balan of Tonic Worldwide: “The idea was to stay away from cliched routes that dairy product marketing has taken. As a brand Dinshaws is recognised for its quality products and hence with this campaign we wanted to focus on how we can generate buzz and recall for a category like milk. The quirky campaign, in a way, pays ode to the iconic ads, movie dialogue at the same time makes it buzzworthy and build recall.”

     

     

  • She will be the face of the new communication campaign that will be launched around the festive season

    Groupe SEB India ropes in Yami Gautam as their brand ambassador

    By A Correspondent

     

    Groupe SEB India has roped in Yami Gautam as a brand ambassador for its popular home brands, Maharaja Whiteline. She will be the face of the new communication campaign that will be launched around the festive season.

     

    Commenting on the development, Kapil Agarwal, CEO, Groupe SEB said: “We are very happy to associate with Yami Gautam, who is in perfect resonance with Maharaja Whiteline, which is leading brand in mixer grinder segment. Our Brand values of being contemporary, energetic and innovative match her Spunk, elegance and grit perfectly.  I am sure this association will prove to be mutually valuable and satisfying.”

     

     

  • The campaign features three films that will be aired on TV

    Spotify turns the spotlight on Diwali via latest ad films

    By A Correspondent

     

    Spotify has launched a series of ads that have been conceptualised and created by Leo Burnett India. The campaign features three films that will be aired on TV, along with amplification across priority digital platforms.

     

    Said Amarjit Batra, Managing Director for Spotify India: “Diwali is all about chores, family time, get togethers with friends, and new beginnings. We wanted our playlists and campaign to be as fresh and fun as what this festive season brings. It’s also a huge festival for our diaspora audiences and our playlists have been created keeping those users in mind as well. This is perhaps one of the most important cultural moments for our users and we want to ensure we are a part of all that they celebrate.”

     

    Speaking about the campaign, Rajdeepak Das, Managing Director India & Chief Creative Officer South Asia, Leo Burnett added: “With three billion playlists and the largest collection of party music to devotional songs, Spotify is going to be the first choice for music streaming this Diwali. Once again for this campaign we have brought together the magic of the always young and energetic Anil Kapoor and the talented Ishaan Khattar whose chemistry is like fireworks itself. Iss Diwali, Spotify Sunte Ja.”

     

     

  • The account will be handled from the agency’s Mumbai office

    Isobar India bags digital mandate for Set Wet

    By A Correspondent

     

    Isobar India has been appointed as the digital partner for Marico’s male grooming brand Set Wet. Isobar won the account following a multi-agency pitch. The account will be handled from the agency’s Mumbai office.

     

    Commenting on the win, Shekhar Mhaskar, Chief Growth Officer, Isobar India said: “It’s a pleasure to have Set Wet as one of our marquee clients. With the creative use of digital, which is at the core of everything we do, we will strive to see this partnership go from strength to strength, and partner Set Wet in its progression from a product brand to a grooming brand.”

     

    Added Prashant Lodaya, Business Head- West, Isobar India: “Set Wet is a great story waiting to be told through digital. At Isobar, we’ve always believed in doing customer centric work and Set Wet is a unique opportunity for us to demonstrate that principle.”

     

     

  • The account will be handled by the agency’s Delhi office, Madison Media Plus

    Madison bags Campus Shoes mandate

    By A Correspondent

     

    Madison Media has been appointed the Agency On Record for shoe brand Campus. The account was won in a multi-agency pitch and will be handled by the agency’s Delhi office, Madison Media Plus.

     

    Said Nikhil Aggarwal, CEO, Campus Shoes Activewear Pvt Ltd (CAPL): “Campus Shoes has embarked on a journey that puts impetus on bringing technology driven premium shoes for Indian Market. We are delighted to partner with Madison Media to fulfil this commitment and establish technology as the key differentiator. We are looking forward to accelerating our footprint as a preferred choice across the Indian market.”

     

    Added Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH: “The Campus range and quality of footwear is absolutely world class and stunning. It will be truly exciting to help make Campus a household name in India.”