MxMIndia

Category: MARKETING

  • The account was won following a multi-agency pitch

    Reliance Fresh appoints Leo Burnett India and Indigo Consulting to manage creative mandate

    By A Correspondent

     

    Reliance Fresh has awarded its creative and digital mandate to Leo Burnett India and Indigo Consulting – both part of the Publicis Groupe. The business win comes after a multi-agency pitch and Leo Burnett India’s Mumbai office will be leading the account along with the Indigo Consulting team. The appointment will see the agencies responsible for integrated communications work, spanning brand strategy, creative, social and digital services. On its part, Indigo Consulting will help Reliance Fresh with its brand affinity, with the aim of bringing it to consumers’ consideration by leveraging select digital and social platforms.

     

    Speaking post the announcement, Damodar Mall, Chief Executive Officer – Grocery Retail said: “We are happy to have Leo Burnett join us in the journey of Reliance Fresh –  our retail format with the highest mindshare. In its current phase of confident growth and expansion, it was important for us to have the right partner to craft the brand’s creative language and identity. Going forward, with the renowned Leo Burnett team, we are sure Reliance Fresh’s expression will scale new heights.”

     

    Added Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett: “Reliance Fresh is one of the fastest growing brands in their category and is well on its way to modernise and transform the way India does its grocery shopping. We are excited to be a part of this journey with the brand and are committed to build a strong narrative that will help embed the brand deeper into the local markets.”

     

    Said Rajesh Ghatge, CEO, Indigo Consulting: “It is safe to say that a vast majority of consumers discover, engage and transact with a retail brand on digital. Digital not only will help in driving the brand narrative but will also empower the consumer by making this narrative hyper contextual and hyper relevant to their need states. The category of fresh, frequent and regular shopping provides us opportunities to leverage data and serve the relevant and targeted communication to the brand’s consumers. We are excited to work on creating a seamless and channel agnostic solutions for Reliance Fresh at scale.”

     

     

  • ‘We Don't Stop’ is meant to honor the brand's spirit of innovation and perseverance

    Timex kickstarts ‘We Don’t Stop’ ad campaign in India

    By A Correspondent

     

    Timex has announced the launch of ‘We Don’t Stop’ brand campaign that celebrates its legacy. ‘We Don’t Stop’ is meant to honor the brand’s spirit of innovation and perseverance, as well as the spirit of the people who wear Timex.

     

    Commenting on the campaign, Ajay Dhyani, Head Marketing, Timex India said: “With this campaign, we wanted to pay a tribute to our American watch making legacy and tell consumers in India about our rich heritage. For the past 165 years, Timex has been pioneering in timekeeping, bringing watches to consumers that exemplify classic designs and unparalleled quality. The campaign will bring alive the spirit of craftsmanship and innovation, coupled with tradition.”

     

     

  • The idea behind the campaign is to build brand awareness

    LoanTap unveils latest brand campaign

    By A Correspondent

     

    LoanTap, a digital lending organisation that caters to salaried millennials, has launched its latest brand campaign that positions itself as a young gene organisation that any millennial can relate to.

     

    Said CEO Satyam Kumar: “At LoanTap, we intend to be the loan seekers’ companion. Loan must fit the pocket of the millennials and should come at friendly terms. The concept of going to the branch and getting personal loan has become obsolete. When technology commands the financial processes, customization must be at the hand of consumers. We firmly believe that there’s a long term relationship between a lender and the borrower.”  He mentioned that today’s millennials or salaried professionals need financial help to cope up with the ever changing environment – be it parental care, career movement or their lifestyle requirement. LoanTap with its customer friendly approach, high level customisation and well appreciated customer care executives has an edge over most digital loan lenders.”

     

     

  • Customers can upgrade their Airtel Xstream Fibre plans to UNLIMITED DATA for just Rs 299/month

    Airtel Home Broadband is now ‘Xstream Fibre’

    By A Correspondent

     

    Bharti Airtel has unveiled a new brand identity ‘Airtel Xstream Fibre’ for its home broadband services.

     

    Said Shashwat Sharma, Chief Marketing Officer, Bharti Airtel: “We are delighted to roll out a refreshed brand identity for our home broadband services. It reflects our robust network capabilities that provide us a platform to serve the evolving needs of smart homes in a digitally connected India. Airtel Xstream Fibre plans offer even faster speeds, more data and can be upgraded to unlimited data benefit depending on the requirements of customers. This great value package is backed by best-in-class service experience.”

     

     

  • A study by the Sandeep Goyal-led Indian Institute of Human Brands unveils a report on the hot duos

    What makes Virat Kohli-Anushka India’s #1 Power Couple?

     

    By A Correspondent

     

    The Mumbai-based Indian Institute of Human Brands (IIHB) has unveiled its study on ‘Power Couples’ in India. Called the Sparklers Report, it features a study of the following duos: Virat-Anushka, Deepika-Ranveer, Ranbir-Alia, Akshay-Twinkle, Abhi-Ash and Saif-Kareena… what it bills as “the hottest, and commercially-most-in-demand couples in the country”.

     

    Sandeep Goyal

    Said Dr Sandeep Goyal, veteran adperson and Chief Mentor of IIHB: “Power Couples are the new phenomenon in the brand endorsement business with many brands trying to sell aspirational and experiential products to millennial couples who are starting families, using famous couples as the ones to emulate. But there is no empirical research so far on what these Power Couples actually represent or how they are seen by potential audiences. At IIHB we decided to track each one of these trail-blazing couples over a set of 24 important brand attributes,” adding: “There is also an interesting throw-back study on Romantic Couples of Bollywood since Partition, something never researched before”.

     

    Here’s the report:

    Who are Power Couples?

    A Power Couple is a couple who is famous and accomplished; and together seen to be successful and influential in society. More importantly, each of them is individually successful and influential. Together they are the epitome of what anyone would desire or want in a relationship. Hence, admired and emulatable.

    Where did the term Power Couples come from?

    It was during the FIFA World Cup 2006 that David Beckham and Victoria Caroline Adams (also known as Posh Spice from her singing days as part of The Spice Girls band) were a toast of the celebrity circuit. With media coverage of the World Cup including the wives and girlfriends (WAGS, as they are called) of the stars, David and Victoria Beckham became the original power couple for Indian celebrities to take a cue from. Today, the term is on steroids in Indian media.

    Why did it take so long for India to have its own Power Couples?

    The Power Couples Report gives interesting perspectives on how Bollywood and cricket could’ve given us these aspirational sparkler couples much earlier but a long list of famous celebrity couples … Dilip-Saira, Sunil Dutt-Nargis, Rajesh Khanna-Dimple, Amitabh-Jaya, Nawab Pataudi-Sharmila, Dharmendra-Hema, Rishi-Neetu, Gavaskar-Marshneil, Dhoni-Sakshi, Sachin-Anjali, Azhar-Bijlani … somehow fell short of the ‘famous-together’ threshold despite being well-known.

    The IIHB Report earlier this year researched current ‘Sparklers’ and the six listed above  – Virat-Anushka, Deepika-Ranveer, Ranbir-Alia, Akshay-Twinkle, Abhi-Ash and Saif-Kareena – were shortlisted for a more detailed study. Kajol-Ajay Devgn, Shahrukh-Gauri, Madhuri-Dr. Nene and Priyanka-Nick were also researched but their score together remained below acceptable threshold.

    What are the key attributes to Power Couples?

    Trustworthy, Respected, Fun, Distinctive, Charming, Different, Stylish, Progressive, and MFEO (Made-For-Each-Other) are some of the key Image, Human and Personality brand attributes that add value to Sparklers. The IIHB study covers 24 such attributes.

    Who are the winners?

    On select attributes:

     

    TRUSTWORTHY
    Rank Couple Score
    1 Virushka 72
    2 DeepVeer 70
    3 AksTwink 65
    RESPECTED
    Rank Couple Score
    1 Virushka 79
    2 DeepVeer 78
    3 AksTwink 74

     

    DISTINCTIVE
    Rank Couple Score
    1 AksTwink 74
    2 DeepVeer 72
    3 Virushka 71

     

    DIFFERENT
    Rank Couple Score
    1 RanbirAlia 81
    2 Virushka 81
    3 AksTwink 80
    TRADITIONAL
    Rank Couple Score
    1 DeepVeer 72
    2 AbhiAsh 70
    3 AksTwink 68

     

    STYLISH
    Rank Couple Score
    1 RanbirAlia 76
    2 Saifeena 75
    3 AksTwink 74

     

    Without a doubt, Virushka and DeepVeer top score across most attributes, with AksTwink a respectable third despite being much older. Ranbir-Alia despite not being married (the only unmarried couple in the Top 6) do well too, especially on being seen as ‘Different’. Saifeena are ‘Stylish’ (after all he is a Nawab and she is true-blue Bollywood royalty) but Abhi-Ash who trail on most attributes are seen to be ‘Traditional’.

    Pointers from the study

    :: All the couples are bunched together fairly close, yet have attributes that differentiate them, hence can be leveraged by brands.

    :: Virushka and DeepVeer are very close in imagery … they top score across the attributes.

    :: AksTwink are ‘Straight Forward’ and ‘Like Us’, hence most relatable. Brands need to leverage this in communication.

    :: Saifeena are ‘Up To Date’ and ‘Stylish’ but ‘Arrogant’.

    :: Abhi-Ash are the laggards of the survey. That may not be hard to explain … careers of both partners are largely in doldrums.

     

    “So far very few Power Couple ads have been exceptional … the best, without doubt being the Maanyavar ad of Virushka. But most others including DeepVeer (Lloyd’s), RanbirAlia (Lay’s) and Saifeena (AirBnB) don’t really sparkle on creatives. Advertisers and their agencies need to carefully match brand attributes to those of the celebrity couple and maximize what the duo best stand for”, says Dr. Goyal.

    The Romantic Couple survey in the later part of the Report shows various couple combos over the years with the honours going to:

    1950s    : Raj Kapoor and Nargis

    1960s    : Guru Dutt and Waheeda

    1970s    : Amitabh and Rekha

    1980s    : Amitabh and Parveen Babi

    1990s    : Shahrukh and Kajol

    2010s    : Ranbir and Deepika

     

    Amitabh Bachchan is paired amongst the best in two decades with two different heroines. India’s most famous romantic hero Rajesh Khanna doesn’t make the grade despite famous pairings with Sharmila Tagore, Asha Parekh and Mumtaz.

     

  • Brand’s new campaign shows how life’s unexpected googlies can be dealt with by thinking fresh

    Fido Dido is back urging consumers to think fresh

    By A Correspondent

     

    7UP has launched its new brand campaign titled ‘Think fresh’ with Fido Dido, the wriggly-haired mascot, back in the promotions.

     

    Speaking about the new campaign, Nobel Dhingra, Director Flavors (7UP and Mirinda) and Area 3 Countries, PepsiCo India, said: “7UP as a brand has always encouraged consumers to be their cool and optimistic self. The Think Fresh campaign builds on this belief and reiterates that even the most complicated situations in life can be easily dealt with if one adds freshness and optimism into the mix. We are confident the new campaign will encourage consumers to Think Fresh and turn any tricky situation to their advantage.”

     

    Talking about the TVC, Ashutosh Sawhney, Managing Partner & Head, DDB Mudra North and Vishnu Srivatsav, Creative Head, DDB Mudra, added: “VUCA is today’s new normal and it even percolates down to slices of our lives. Consumers across the board have resonated with this reality. 7UP, with its refreshing flavour attempts to enable its consumers to think fresh, thereby turning their life’s little googlies into advantageous situations. The new campaign illustrates this in the most un-mistakably 7UP way by bringing the iconic Fido Dido back and keeping the brand’s tonality refreshing , just like the great taste of 7UP.”

     

    7UP will also roll out a 360-degree marketing plan post the launch of the TVC which will include outdoor and digital surround.

     

     

  • Brand launches new digital campaign starring a host of web-series superstars

    Taco Bell unveils Season 2 of ‘Big Bell Box’

    By A Correspondent

     

    Taco Bell has begun streaming the second season of its Big Bell Box meal offering across all its restaurants. This new launch is being supported by a digital campaign that builds on the growing popularity of the OTT space in India.

     

    For this campaign, Taco Bell has collaborated with leading web-series stars – Radhika Apte, Vikrant Massey and Kubbra Sait to develop quirky brand storytelling.

     

    Sharing his thoughts on the digital campaign, Gaurav Burman, Director, Burman Hospitality Private Limited, Taco Bell’s exclusive franchisee partner in India, said: “Further to the much loved first edition, we are excited for the launch of our unique value meal offering, the Big Bell Box. The offering brings together all our Taco Bell favourites in one box at a very enticing price and value. We are proud of our digital campaign, ‘Streaming now at a Taco Bell near you’, that we have designed for this launch. It is a reflection of our efforts to have our finger on the pulse of our consumers and innovate for them. We hope that our loyal consumers and well-wishers will appreciate the campaign and make it a huge success”.

     

    Added Sidharth Shukla, Vice President and Head of Digital, Ogilvy India: “When we launched the Big Bell Box earlier in the year, in addition to the insight of ‘paisa vasool’, we knew, it would be much more relevant if we somehow linked it to the release of some of the most iconic movies which were coming out – Avengers, Godzilla, etc. because that was a trending topic for our demographic. This time around, we were cognizant of the fact that OTT was the hot topic – thanks to the likes of Sacred Games 2 and Mirzapur. The insight for this edition and the last one has not changed, what we have done is looked at the execution differently, basis the pulse of the consumer today which has also influenced our choice of cast for Big Bell Box Season 2”.

     

     

  • The initiative aims to motivate women to self-examine lumps

    CenturyPly pledges pink to encourage early detection of breast cancer

    By A Correspondent

     

    To mark the breast cancer awareness month, Century Laminates from the house of CenturyPly, announced the Pink Pledge campaign to raise awareness on the prevention of breast cancer at an early stage. This initiative aims to motivate women to self-examine lumps and promote the benefits of early detection.

     

    Notes a communique: “As a part of the campaign, the brand is encouraging people to click pictures while holding or wearing anything in pink and post the same on their social media assets with the hashtag #PinkPledge, tagging @centuryplyofficial and five close mates they care about to support the cause of early detection.

     

     

  • A unique outdoor and digital campaign brings together India’s most influential travel photographers on a journey of exploration and discovery

    Johnnie Walker unveils #TheTravellingBillboard

    By A Correspondent

     

    Johnnie Walker has unveiled #TheTravellingBillboard, a first of its kind campaign that captures the live journey undertaken by a life=size billboard with the brand’s Striding Man logo across some of the most unchartered and exotic locations in India.

     

    Conceptualised by What’s Your Problem, #TheTravellingBillboard will travel to places which only a few people have visited, and also where no billboard has been before.

     

    Speaking about this campaign, Abhishek Shahabadi, VP and Portfolio Head: Premium & Luxury brands at Diageo India said: “Exploration has been at the heart of Johnnie Walker over its 200 years of being. The brand instigates exploration of the rich possibilities of our world to discover experiences that satisfy a thirst for life. Keep Walking is all about pushing boundaries to taste more out of life. This campaign celebrates this philosophy and is aimed at bringing to life the rich character of unchartered India through this exploration.”

     

    Added Ruchita Zambre, Group Creative Director, WYP, & Tejas Mehta, Strategy & Business Head: “The brief from the Diageo team came in to do an OOH led campaign. After studying the international work done by the brand, we all felt that a basic OOH campaign will never do. It had to do more, create conversations, engage consumers. This thinking led us to create #TheTravellingBillboard. An OOH that roams the country in search for unique vistas. Thus, pushing the boundaries of what a billboard campaign can be like. Completely in line with the brand’s philosophy of pushing boundaries. And WYP’s philosophy of coming up with solutions that go across media and are truly integrated. A campaign of this kind required collaborating with various partners – for fabrication, media plan, digital amplification, photography, innovation etc. The campaign hasn’t been easy to execute at all. But where’s the fun in easy, right?”

     

     

  • Offers promotional fares across its international destinations starting Nov 03

    Indigo launches ad campaign for budget international flights

    By A Correspondent

     

    IndiGo has launched an integrated brand campaign titled ‘IndiGo Abroad: Happy to be your first’ for its short and medium-haul international flights.

     

    Said William Boulter, Chief Commercial Officer, IndiGo: “We are excited to launch our new brand campaign ‘IndiGo Abroad’ after the last one celebrating our 13th anniversary. This campaign is aimed at targeting domestic travellers looking at their first international trip and experiential travellers who want to explore new international destinations. Having started operations to five new countries this year, we thought this would be an apt opportunity for us to strengthen interest in foreign travel through ‘IndiGo Abroad’ campaign and we would be happy to be our travellers’ first flight to their international holiday.”

     

     

  • The 300+ cr account was won following a multi-agency pitch

    m/Six bags media mandate of Emami

    By A Correspondent

     

    m/SIX, a unit of GroupM, has bagged the AoR media mandate of key Emami Group businesses such as Emami Ltd, Emami  Agrotech Ltd, and Emami Cement Ltd. The account will be handled by the agency’s Mumbai and Kolkata offices and the scope entails the television buying and implementation responsibilities.

     

    Harsh Agarwal

    Said Harsh Agarwal, Director – Emami Limited: “We are happy to have m/SIX on board and look forward to the value-add they promise to bring to servicing of the mandate.  We are confident that with the very dynamic and fast changing media scenario, m/SIX with their global presence and wide experience and expertise will be able to develop a robust strategy for our media buying to add impetus to all our marketing initiatives.”

     

    Prasanth Kumar

    Added Prasanth Kumar, CEO GroupM South Asia: “It’s a great win for m/SIX and we are excited and delighted to partner with Emami. Emami Limited, Emami Agrotech and Emami Cement are great brands and these wins are the testament of great efforts and solutions that the team brings on to the table for our clients.” He added, “These wins motivate us and we will continue to work with our partners to deliver the best.”

     

     

  • It will be launching a three-part ad campaign soon

    Yulu rebrands identity

    By A Correspondent

     

    Yulu, a micro-mobility platform service has partnered with Red Baton Design Studio, for rebranding the brand identity for Yulu and create a holistic visual guideline for the brand which is now used to expand to various newer markets.

     

    Said Vijit Agrawal, the Creative Director and Co-founder at Red Baton: “We shall be launching a 3-part ad campaign, which will incorporate the brand’s vision of making our cities, our citizens and our country unstoppable!”

     

    Added Amit Gupta, CEO Yulu: “It has been a pleasure working with the Red Baton team. Yulu started its operations with an aim to address the rising air pollution and traffic congestion and we were glad that team Red Baton was so quick to catch on to that vision. Their in-depth immersion with our business vision and philosophy has been a critical driving force in our branding, website and video campaigns.”