MxMIndia

Category: MARKETING

  • The brand intends to connect more strongly with the modern Indian women and their aspirations

    Streax appoints dCell as design & packaging partner

    By A Correspondent

     

    Hair products major Streax has appointed dCell, the design and branding division of the Lowe Lintas group, to revitalise the packaging for its range of cream hair colour products.

     

    Said Bhumika Shah, Unit Creative Director, dCell: “dCell’s approach to branding always pivots on the larger brand story. We coined the phrase ‘Shine on’ as the product promise to reflect the brand’s enabling and encouraging role to further the aspirations and achievements of today’s confident woman”.

     

    Talking about the brief to dCell, Ashish Chhabra, Joint Managing Director, HRI, said: “If you look at the hair colour industry, it evolves and refreshes every 2 years. Our packaging identity was untouched for 3 years and needed to be updated. We felt it was time to up the fashion codes, and capture the richness and vibrancy of our new and improved cream hair colour formulation. We are very happy with the way dCell has infused glamour and confidence in the pack design and we hope our audiences love our new look and theirs too”.

     

     

  • The campaign focuses on the importance of an equal status

    Dentsu Impact partners Hindustan to push equality in marriage

    By A Correspondent

     

    Dentsu Impact has released its latest campaign for Hindi daily – Hindustan. Titled ‘Aathwa Phera’, the campaign focuses on the importance of an equal status that both husband and wife should enjoy in a marriage.

     

    Commenting on the campaign, Rajan Bhalla, CMO, HT Media Group, said: “Hindustan is a progressive brand, and believes that new perspectives have the power to bring about positive change in the society. Aathwa Phera is an initiative that will connect deeply and emotionally and it will evangelise the core brand positioning of Tarraki Ka Naya Nazariya. Most importantly it will bring home the message of gender equality in the society.”

     

    Speaking about the concept, Soumitra Karnik, CCO, Dentsu Impact added: “The narrative of gender equality has been there for a while now. However, we still hear stories every day that prove there is still a lot to be done to ensure equal status for women (specially in certain regions). Everyone talks about equality in the workplace, jobs, opportunities etc., but what about our homes? What about the husband treating his wife as an equal? This is where our concept came from. We want each and every man to take a vow that he will support his wife and ensure her equal status in a marriage.”

     

     

  • Viewers could scan a QR code and order on Flipkart

    Zee TV, Essence & Flipkart get together to woo customers

    By A Correspondent

     

    Zee TV collaborated with Flipkart and media agency Essense and to make TV viewing interactive during Flipkart’s annual sale – Big Billion Days.  Viewers could scan a QR code on screen during the airing of Zee TV’s top-rated primetime dramas Tujhse Hai Raabta and Kundali Bhagya to shop for the look of Kalyani’s smart kitchen and get the same gifts as Srishti (in teh cast) had picked for her family. These featured products were all made available at discounted prices on an exclusive co-branded webpage on Flipkart.

     

    Said Anand Chakravarthy, Managing Director, India, Essence: “Television content has always had a wide-reaching impact on people. It not only shapes perceptions and beliefs, but also consumer fashion trends today. The clothes and accessories worn by TV protagonists can be aspirational for viewers, who want to own similar products. This insight led us to the QR code activation on Zee TV, using simple yet effective technology that allows viewers to immediately gain access to desired products on Flipkart during the Big Billion Days festival. This is a great collaboration between the TV channel, Flipkart and Essence to deliver a first-of-its-kind ecommerce experience to consumers in India,”

     

    Speaking on the initiative, Ashish Sehgal, Chief Growth Officer, Zee  said: “In the business of entertainment, one of our key objectives remains making our brands increasingly tangible and accessible to our consumers. Our collaboration with Essence and Flipkart had our flagship channel Zee TV turning Interactive in the course of Flipkart’s Big Billion Days Sale wherein across a couple of shows, not only did we connect with viewers on an emotional level through content but satisfied their impulse purchase desires by connecting them to a Flipkart-Zee platform, thereby bringing point of purchase to consumer right in their living room.”

     

    Added Vikas Gupta- Vice President and Head of Marketing, Flipkart said: “Big Billion Days is India’s biggest and most loved shopping festival and this offered an innovative way to showcase the plethora of shopping options on Flipkart. We showcased top products across Mobiles , Fashion, Electronics, Large, Home & Kitchen while the audience watched their favourite shows on Zee TV. This was a great example of merging online with offline and communication with commerce.”

     

  • Apple, Google and Amazon top Interbrand’s 2019 Best Global Brands Report, but Facebook is out of the Top 10

    Interbrand launches Best Global Brands 2019

     

    By A Correspondent

     

    Uber and LinkedIn have joined the ranks of the world’s most valuable brands as they made their debut in the 2019 Interbrand Best Global Brands Report. But the 20th edition of the Best Global Brands report was less welcome for Facebook at #14 (USD $39,857m) which dropped out of the top 10. Apple, Google and Amazon retained their hold on the top three rankings.

     

    Uber joins the Best Global Brands rankings this year at #87 (USD $5,714m) and LinkedIn at #98 (USD $4,836m). According to the Interbrand report, Facebook dropped five places from #9 in 2018 to #14 this year.

     

    This year’s report positions Apple (USD $234,241m), Google (USD $167,713m), and Amazon (USD $125,263m) as the three most valuable global brands respectively. Apple and Google retained their top positions for the seventh consecutive year. Apple’s brand value grew by 9 per cent to USD $234,241, while Google’s grew by 8 per cent to USD $167,713m.

     

    The remainder of the Top 10 comprises: Microsoft at #4 (USD $108,847m), Coca-Cola #5 (USD $63,365m), Samsung #6 (USD $61,098m), Toyota #7 (USD $56,246m), Mercedes-Benz #8 (USD $50,832m), McDonald’s #9 (USD $45,362m) and Disney #10 (USD $44,352). – returning to the Top 10.

     

    Said Ashish Mishra, Managing Director, Interbrand India: “What’s remarkable about our IP’s history of two decades is that today customer expectations lead businesses and brands. The speed of change in expectations is driven by the now possible immediacy, abundance and intimacy. This means the age of static brand positioning is over. This is a tectonic shift we are heralding for the world of businesses and brands. For decades, the entire discipline of brand-building was based on the concept of brand positioning, but in today’s accelerating markets, customer expectations outstrip static brand positions. What is needed now is a move beyond relevance to uncover and unlock people’s real expectations – finding new opportunities to create utility and desire, and capture imaginations. Align stakeholders and the organization to build investment in the most impactful opportunities. Alter the competitive landscape – build interactions with the greatest utility and desire to move beyond expectations and increase engagement.”

     

  • The campaign revolves around the brand’s promise to the customers in fulfilling dreams

    Fullerton’s ‘Rishta Sammaan Ka’ campaign inspires customers to dream bigger

    By A Correspondent

     

    IdeateLabs has launched its latest campaign for Fullerton India titled ‘Rishta Sammaan Ka’. campaign derives insights from a common man’s aspirations and desires to go that extra mile to fulfill their dreams and those of their loved ones.

     

    The campaign is running pan-India and has been localised in eight regional languages i.e. Marathi, Gujarati, Telugu, Tamil, Kannada, Punjabi, Odia and Bengali, besides Hindi.

     

    Said Porus Jose, Creative Head, IdeateLabs: “All of us have dreams and aspirations. More often than not, our financial capabilities come in our way; and so, we bury them with a silent ‘Dil, apni kahan sunta hain’. This becomes the bedrock of our campaign and that of our soulful melody. Through deeply insightful scenarios, the film captures the candid emotions of our everyday desires. Fullerton India understands this like no other; and goes that extra mile to see it through.”

     

    Added Shilpa Desai, General Manager, Head – Marketing & Cross Sell, Fullerton India:  “Rishta Sammaan Ka’ campaign reflects our core values of trust, respect and long-lasting relationship with our consumers. Our association with IdeateLabs for this project has been a memorable journey. The success of this campaign is a result of our understanding and connect. Our aim is to inculcate a sense of equality amongst our customers and the brand. We want to encourage our customers to achieve what they aspire and turn their dreams into reality.”

     

     

  • To provide tech-enabled marketing solutions to its clients, iProspect India has launched this voice-based interface

    iProspect India launches voice assist interface

    By A Correspondent

     

    Would you rather have a voice assistant reading out your key business drivers than pour over Excel worksheets? Well, iProspect India has launched iProspect Voice Assist for its clients. Targeted at CMOs, the iProspect assistant, which works with Google Assistant and Alexa, will enable clients to stay updated on their campaign performances real-time and thus, help them make better decisions.

     

    Rubeena Singh

    Speaking on the new development, Rubeena Singh, CEO, iProspect India said: “We have always believed in making our clients’ business thrive with our tech-enabled data-driven marketing solutions. In today’s fast-paced decision-making world, iProspect Voice Assist will benefit our clients by giving real-time information on campaigns and enabling them to decide on the go.”

     

    Karan Jaitapkar

    Added Karan Jaitapkar, EVP – Technology, iProspect India: “iProspect India is focused on developing new technological solutions for its clients. iProspect Voice Assist is another step towards that. We want to create more path-breaking solutions to help grow our clients’ business further.”

     

     

  • Byju’s sends out a powerful message in its new TVC featuring the Indian cricket team while urging every Indian to awaken their inner-student

    Byju’s reminds all to keep learning via latest ad film

    By A Correspondent

     

    Edtech major Byju’s has launched its latest TVC featuring the Indian cricket team donning the new team jersey. The campaign also unveiled BYJU’S’ mission to encourage every individual to ‘Keep Learning’.

     

    Conceptualised by Spring Marketing Capital, the campaign celebrates the feeling of togetherness that a sport like cricket brings to Indians. The spotlight, however, is on encouraging and inspiring people to never stop learning. The film aims to serve as a reminder to each one of us to be a better version of ourselves every day and to never let our child-like curiosity fade away.

     

    Said Byju Raveendran, Founder & CEO, Byju’s – The Learning App: “As a homegrown company, it is a heartening moment for us to associate ourselves with India’s most loved sport. Being on the Indian cricket team jersey is monumental and also an opportunity to remind every Indian to call on their inner child and reignite their child-like curiosity to ‘Keep Learning’. Just as cricket inspires a billion budding dreams across India, we too as a learning company hope to inspire the love of learning in every child’s heart.”

     

    Added Mrinal Mohit, Chief Operating Officer, Byju’s: “Cricket is more than just a sport, it’s an emotion and we wanted it to resonate with every Indian at the deepest level. We are confident that our powerful message combined with Cricket’s unmatched popularity will certainly create the necessary awareness about the benefits of quality, digital learning to deeper parts of India. Here’s to new innings of supporting Team India!”

     

     

  • The campaign brings Alia Bhatt and Ranbir Kapoor to the screen together

    Lay’s unveils #SmileDekeDekho ad campaign

    By A Correspondent

     

    Lay’s has launched its latest series of TVCs for the ‘Smile Deke Dekho’ campaign featuring actors Ranbir Kapoor and Alia Bhatt. The TVCs capture how smile is a universal language and sharing a pack of Lay’S chips with a smile can help build connections effortlessly.

     

    Said Dilen Gandhi, Senior Director, Marketing – Foods Category, PepsiCo India: “Lay’s Smile Deke Dekho is based on a simple premise that just like a smile, a pack of Lay’s can build connections between people. And when you combine a smile and Lay’s the results are magical. To tell these stories we have brought together two of India’s best actors – Alia and Ranbir – for the first time on screen together for a series of stories told by one of India’s foremost filmmakers – Dibakar Banerjee. These stories are just the latest chapter in the brand’s two-decade history of building connections. And judging by the response we are getting on social media, one of our best yet.”

     

    Added Senthil Kumar, Chief Creative Officer, Wunderman Thompson, India: “In this emoticon crazy world, we wanted to give actual emoting a chance. Our device – the most beautiful emotion ever – a smile. We asked the country to try sharing theirs and that resulted in #SmileDekeDekho. The journey started with packaging design – giving each flavor the smile that went best with it. Then we went live with spots featuring Bollywood heartthrobs Alia Bhatt and Ranbir Kapoor – casting them in TVCs as strangers, acquaintances and as a couple – where they taught the country how to use the packs. Slotted for right after – we’re going live on mobile screens across the country – giving those hooked to it, reason enough to look up, and share a smile with the lovely people around them. Just how? You’ll know when it happens, keep watching the series of TVCs on the campaign.”

     

  • Air Buddy highlights the ease of a sweat–free cooking without disturbing the gas flames in the kitchen

    Crompton unveils its new digital campaign titled #CookSweatFree

    By A Correspondent

     

    Crompton Greaves Consumer Electricals has unveiled a new digital campaign – #CookSweatFree for its innovative kitchen fan – Air Buddy to highlight the ease of a sweat–free cooking without disturbing the gas flames in the kitchen.

     

    Said Rangarajan Sriram, Vice President Fans, Crompton Greaves: “Crompton engineers products that provide meaningful benefits to consumers. The consumer insight we came upon is that, while cooking, the fan is always switched off when the gas is on. The Air Buddy kitchen fan is designed in such a way that, for the first time, you can have your fan on in the kitchen and enjoy soft, focused air flow without disturbing the gas flames. A simple consumer insight has allowed us to cater to this need and enabled us to innovate for a more comfortable and convenient experience. Through this campaign we wanted to showcase the differential factor of the product in an effective manner.”

     

    Added Saumil Mehta, VP, Solutions, Schbang: “Crompton Air Buddy is a very unique product born out of a core consumer insight and need. When we delved deep into our TG we realized that there is a need gap when it comes to switching a fan on while cooking in the kitchen. Popular wisdom & habit dictates “Gas on = Fan Off”. Crompton picked up on this insight and tailor-made solution to enhance the consumers’ cooking experience while in the kitchen. Digital played an important role in the mix right from creating awareness amongst our TG by reaching out to the right audience on YT looking out for Recipe videos, remarketing with the relevant product benefits & finally closing the loop by leading the TG back to ecommerce platforms for conversion. The results have been quite promising with 5.7 million impressions delivered and more than a lakh clicks to ecommerce in just five days.”

     

     

  • Cauvery Calling is aimed at revitalising Cauvery river by planting more trees and transform the lives of 84million people

    ShareChat spreads awareness to restore Cauvery

    By A Correspondent

     

    ShareChat has launched three different campaigns ‘#Cauvery calling’, ‘#Water a plant’ and ‘#How to conserve water’ to raise awareness in support of the ongoing movement to rejuvenate Cauvery river, an initiative started by Isha Foundation and Sadhguru Jaggi Vasudev.

     

    Notes a communique: “With each campaign hashtag, ShareChat has taken a big step in making its existing and new users cognizant about the environmental issues. ShareChat urged users to share video in line with the Cauvery calling anthem and hashtag ‘#Cauvery calling’. Adding another layer, ShareChat proposed users to plant more tress and water the ones in their vicinity with ‘#Water a plant’ and finally with ‘#How to conserve water’ hashtag users shared videos on the numerous methods and approaches to conserve water.”

     

     

  • The campaign aims to take forward this tradition of purchasing jewellery which makes Diwali auspicious and special

    Laqshya exhibits Tanishq’s festive campaign for Virasat collection

    By A Correspondent

     

    We wrote about its television campaign recently, now read about Tanishq’s outdoor campaign for its festive collection, Virasat.

     

    The campaign was executed by developing the brand’s communication in multiple cities like Agra, Ahmedabad, Allahabad, Bengaluru, Vadodara, Bhubaneswar, Chandigarh, Chennai, Delhi NCR, Guwahati, Hyderabad, Indore, Jaipur, Jamshedpur, Kanpur, Kolkata, Kolkata Upcountry, Lucknow, Ludhiana, Meerut, Mumbai, Nagpur, Patna, Pune, Raipur, Ranchi, Surat, Varanasi and Vijayawada.

     

    Speaking further on the campaign’s success, Naresh Bhandari, COO, OMI, Laqshya Media Group said: “Diwali and Tanishq are essentially connected to each other. Buying gold in Diwali has been a big part of our tradition across the country. This Diwali offer by Tanishq needed a much fierce noticeability at the time when all the competitors are active on OOH and vying for consumers’ attention. The team took it as a challenge to ensure we are not just noticed but, we impact them too. The dual approach of attaining reach and frequency using our In-House tool cut corners and we were able to deliver a successful campaign.”

     

    Added Deepika Tewari, Associate Vice President– Marketing, Jewellery Division at Titan Company Limited: “Each Diwali is a testament of the tradition that has been passed down from one generation to another and have been followed each year with equal vigour. This collection is a tribute to the innumerable ‘Rivaaj’ or traditions that are followed by us, especially that of buying gold and hence the name ‘Virasat’. We sincerely hope our exclusive festive offers along with our grand new Virasat Collection will add a bit of sparkle to everyone’s life. At Tanishq we wish everyone to be a part of Rivaajon wali Diwali, Tanishq waali Diwali.”

     

     

  • The campaign pays tribute to adidas’ iconic sneakers from the past, re-imagined for today

    Adidas Originals launches ‘The Home Of Classics’ campaign

    By A Correspondent

     

    Adidas Originals has launched its product campaign Home Of Classics that pays tribute to some of the brand’s most foundational silhouettes.

     

    Fronted by India Brand Ambassador Ranveer Singh as the protagonist, the campaign is shot by celebrity fashion photographer Errikos Andreou. From falling in love with the brand to becoming an ambassador for the brand alongside Mo Salah, Ranveer Singh truly embodies the spirit of Adidas Originals.

     

    Notes a communique: “From falling in love with the brand to becoming an Emerging Markets Ambassador for the brand alongside Mo Salah, Ranveer Singh truly embodies the spirit of Adidas Originals!” Indeed.