MxMIndia

Category: MARKETING

  • The campaign focuses on the launch of Aegon Life’s recently unveiled iTerm plan and its benefits

    Aegon Life uneils #NoTermPlanLikeThis ad campaign

    By A Correspondent

     

    Aegon Life has launched a new campaign #NoTermPlanLikeThis along with a TVC starring its brand ambassador Vicky Kaushal. The campaign focuses on the launch of Aegon Life’s recently unveiled iTerm plan and its benefits including return of sum assured, auto-increase in life cover, quit smoking, amongst others.

     

    On the launch of this campaign, Mandeep Singh Gulati, Head of Marketing and Customer Experience, Aegon Life Insurance said: “We are glad to offer a product that plugs in the need gap of providing a life cover with  survival benefit. That is exactly the premise our campaign is based on. The storyline and Vicky Kaushal have come together very beautifully to explain the benefits of the product to our customers. The campaign showcases us as a young, evolving and dynamic brand that we are, with a promise to continue and serve our customers by offering the best-suited life insurance solutions.”

     

    Added Punit Sheth, Senior Vice President, Content, Times Studio: “The concept is built to break the seriousness and complexity that exists around insurance buying today.  Aegon Life as a brand has always had a distinct tone to appeal to the new millennial buyers. So in the latest commercial we have re-imagined an otherwise boring tele-caller conversation in to a fun banter on a catchy beat. It addresses two critical mental blocks that millennials have while buying insurance through Vicky Kaushal”.

     

     

  • Google and Amazon are battling for smart speaker control as growth in paid search cools, but voice search remains a niche marketing pursuit

    WARC’s global trend sheds focus on search advertising

    By A Correspondent

     

    WARC has found that investment in search advertising will rise 9.6 per cent this year, to $135.9bn – equal to 22.0 per cent of all advertising spend worldwide. But this growth rate is the softest since 2015 and is a marked slowdown from the 16.9 per cent rise in 2018. Search’s share of internet advertising has now flatlined at 45.8 per cent – the lowest in more than a decade.

     

    The squeeze on Google’s main source of revenue has forced it to confront Amazon head on in the smart speaker market, as it looks to facilitate voice search in future paths to purchase. But Amazon has a first-mover advantage in many markets, notably the US, UK and Japan. Control of voice search could be critical to either’s success in future; most marketers understand its potential in the coming years but few have plans to use voice search today.

     

    Mobile is driving growth in the search market

    Mobile search adspend is expected to rise 19.2per cent to $88.1bn this year – almost two-thirds (64.8per cent) of total search spend worldwide. The US alone accounts for 43.0per cent of this total (US$38.1bn in 2019), while a fifth (21.8per cent, or $19.3bn) is transacted in China. Japan ($6.1bn, a 6.9per cent share) and the UK ($5.3bn, 6.0per cent) follow.

    Google accounts for 95.4per cent of all mobile searches worldwide, higher than its share of desktop search traffic (88.6per cent). Google’s share of mobile search traffic in the US (94.4per cent) and UK (97.9per cent) is close to its global rate but in China its share is near zero, with Baidu the incumbent on 79.9per cent.

    Mobile’s share of search advertising investment is rising ahead of mobile’s share of search traffic, which has plateaued globally since 2017 as consumers spend more time in app (over 80per cent of mobile usage is in-app, according to comScore).

    Research by Mindshare shows that Instagram is used by 69per cent of consumers to discover products, ahead of Snap at 64per cent and Facebook at 61per cent. Google is used most to research, with 70per cent of consumers utilising the platform in this way (versus 51per cent for second-highest Pinterest). Crucially, however, Amazon is used most to buy; 78per cent of Amazon users report this, compared to 40per cent using Google for the same purpose.

    One in three (32per cent) online purchases in the UK begins on Amazon, rising to 52per cent for entertainment products, 50per cent for children’s products, 47per cent for household items and 40per cent for electronics. Comparatively, one in five (19per cent) online purchases begins with a search engine, such as Google.

    Amazon made $35bn from e-commerce in Q3 2019, up by a fifth from the previous year and putting it on course to reach close to $150bn in sales for 2019 as a whole. Over one in ten (11per cent) product page views come from sponsored ads, according to data from Jumpshot.

     

    Voice is becoming a new search battleground

    Voice is an area of growth for search advertising, aided by the rising popularity of smart speakers – an area where competition between Google and Amazon is fierce. More than one in ten internet users in the US and UK now own a smart speaker. Amazon enjoys a healthy lead over Google in a number of key markets, including the US, where three-quarters of smart speaker owners use Alexa. In the UK, that share is 77per cent.

    The ‘first-mover’ advantage is crucial here, however. Google was first to launch in Australia and enjoys a comfortable lead over Amazon (86per cent penetration versus Amazon’s 15per cent), and the same is true in Singapore (76per cent versus 24per cent). This may not bode well for Facebook, which is developing an AI assistant for its Portal devices and is playing catch up to win market share in this area.

    For all the potential, voice search remains a niche pursuit for advertisers today: only one in ten US practitioners plans to include it within their marketing strategy for 2020. A quarter (25.2per cent) believe it will be an ‘extremely’ important marketing channel within the next three to five years, but half (48.9per cent) have no plans to utilise the tech in the short-term.

    Said James McDonald, Managing Editor, WARC Data, and author of the research: “Search has boomed over the last decade as practitioners have put a greater emphasis on performance-related advertising to lift ROI – few marketing strategies exclude a search element today. WARC research shows that practitioners regard it as the easiest channel to measure accurately, and it is more cost effective in driving conversions when compared to online display formats such as video. But the industry is beginning to question whether this focus has been beneficial in the long run, with a number of large, consumer-facing businesses considering a pivot back to more conventional brand building formats. This could explain, in part, the slowdown in search investment this year, a cooling which will reignite Google’s drive to control the next frontier: voice-assisted search.”

     

     

  • Limited edition CompliMentos promotion will see every Mentos roll feature a light-hearted compliment pre-printed on the pack

    Mentos begins a new conversation with ‘CompliMentos’

    By A Correspondent

     

    Mentos has rolled out its latest campaign CompliMentos in India. The campaign is part of Mentos’ global brand proposition ’Who says no to Mentos’ and will be active in India during the months of November and December 2019.

     

    Said Rohit Kapoor, Head – Marketing at Perfetti Van Melle India: “Mentos as a brand always inspires fresh connection and the new limited-edition campaign shall strengthen it further. As a product, Mentos has enjoyed great adulation from Indian consumers. With this new introduction, we hope to help start great conversations via exchange of compliments printed on the wrapper. This campaign shall also be supported on Digital and on-ground medium.”

     

     

  • The association with megastar Amitabh Bachchan will help APL Apollo further widen its brand appeal

    APL Apollo ropes in Big B as brand ambassador

    By A Correspondent

     

    APL Apollo Tubes Limited (APL Apollo) has roped in actor Amitabh Bachchan as the brand ambassador for all brands housed under APL Apollo. The contract signed for two years entails Amitabh Bachchan to endorse and promote the innovative product line of APL Apollo.

     

    Commenting on this announcement, Sanjay Gupta, CMD, APL Apollo said: “We take pride in announcing that now legendary star Amitabh Bachchan is another added Jewel to our crown. We believe he encapsulates all the qualities that APL Apollo stands for, and so this association will enable us to reach out to far more consumers domestically.”

     

     

  • The positioning pivots on Myntra being the facilitator for people to make an impression with fashion

    Myntra highlights its role as a fashion expert in new ad

    By A Correspondent

     

    Myntra has announced the launch of #BeUnskippable, a new brand campaign that highlights its role as a fashion expert for its customers. The positioning pivots on Myntra being the facilitator for people to make an impression with fashion.

     

    Said Harish Narayanan, Head – Marketing, Myntra Jabong: “This is an important campaign for Myntra from a brand perspective as it implies a shift in our positioning with the progress we have made so far as a brand. We have passed the stage of defining who we are or what we offer, which is clear in the minds of our consumers and so are focussing on aspects related to enhancing the spirit of fashion in people, showcasing that we understand their needs and how we can help them. The new campaign establishes a strong pay off for people looking to make a lasting impression through fashion.”

     

     

  • The brand holds up the actress as a representation of beauty, femininity and candidness

    Swara Bhaskar to endorse skincare brand

    By A Correspondent

     

    Skin-care brand Namyaa Skincare has roped in actress Swara Bhaskar to endorse its range of products. The brand, which makes skincare and intimate hygiene products, holds up the actress as a representation of beauty, femininity and candidness.

     

    Said Karan Gupta, Director, Namyaa Skincare: “Swara Bhaskar has justified roles that break stereotypes and the vicious circle of sealing lips about life’s realities. Her style, boldness and attitude is what the brand wants to leverage.”

     

     

  • Flying Machine continues to experiment and push boundaries in its latest campaign

    Flying Machine promotes F-Lite denim in latest ad film

    By A Correspondent

     

    Flying Machine has joined hands with Dentsu India to launch its new TVC and a series of Instagram films. This latest campaign promotes Flying Machine’s product, F-Lite denim.

     

    Commenting on the films, Alok Dubey, CEO – Lifestyle Brands Division at Arvind Lifestyle Brands Limited said: “Yes. Denim is a serious business for us. But why should it be so serious for our customers – thus, this light-hearted take on what it means to wear a lightweight denim.”

     

    Added Malvika Mehra, Chief Creative Officer, Dentsu India: “After the famous ‘Split’ TVC, which was a hardcore proof of really flexible jeans, in this new set of films for light weight denim, we’ve taken a leap of faith. What happens when zero gravity dates denim? You get a really cool collection like F-Lite. After the success of ‘Split’, we are hopeful that these fun films fly for us.”

     

     

  • Launches a 360-degree marketing campaign #TheGoodBites

    Soulfull launches campaign to promote its offering, Ragi Bites

    By A Correspondent

     

    Kottaram Agro Foods, the parent company of millet-based snacking brand Soulfull, announced the launch of their new 360-degree marketing campaign #TheGoodBites for its flagship product, Ragi Bites.

     

    On the launch of the campaign, Rasika Prashant, CMO, Soulfull said: “Ragi Bites has been the fastest-evolving sub-brand for Soulfull and the marketing strategy has played a key role in the success of the product. As a testament to this, the product has seen a 3x increase in its offtake from the previous campaign efforts. The new campaign is a step-up in that direction that puts to rest a mother’s dilemma and guilt around unhealthy snacks. As a product, Ragi Bites bring in the goodness of Ragi & Daal while eliminating nasties like Maida and Preservatives. We are confident that the campaign will deliver the business objectives and make place in the lives of many consumers.”

     

     

  • The campaign film is titled ‘A Story Takes Flight’

    Dubai Tourism highlights unexplored destinations in latest campaign

    By A Correspondent

     

    Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) announced the launch of a new collaboration with Hollywood actors Gwyneth Paltrow, Kate Hudson and Zoe Saldana. The campaign film titled ‘A Story Takes Flight’, features the actresses embarking on three journeys of exploration through Dubai, filled with inspiration, discovery, and human connections. This new global campaign resolves the mystery of the last edition of Dubai’s popular #BeMyGuest series, when Shah Rukh Khan bumped into Paltrow on a beach in the last video.

     

    Sharing his views on the recent campaign, Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said: “Inspired by His Highness Sheikh Mohammed bin Rashid Al Maktoum, the Vice President and Prime Minister of the United Arab Emirates, and Ruler of Dubai’s aspirational leadership, the people of Dubai reflect the city’s underlying spirit, where the pursuit of excellence has no finish line. ‘A Story Takes Flight’ is unlike any other film in that it speaks to this defining character of our city. It is a story of each person’s discovery through their interaction with Dubai. Regardless of who you are or where you are from, your journey with us also has no finish line – and the paths to explore are endless. As a city, we were thrilled to have the opportunity to host Gwyneth, Zoe and Kate, and work with such an incredible director, which Reed is. Through the eyes of the actresses we see the values, connections, and experiences that are engrained in the fabric of Dubai. This is what we represent. We are proud to be a city home to over 200 nationalities and we welcome visitors to write the next chapter of their story here.”

     

     

  • The insight behind the film lies in the importance of kitchens in an Indian household

    Mirum India launches digital film for Corian Quartz

    By A Correspondent

     

    Mirum India has created a digital film for Corian Quartz. With this digital activation, Mirum India also aims to highlight the brand’s thought leadership in kitchen spaces. The insight behind the film lies in the importance of kitchens in an Indian household and the increasing popularity of open kitchens among consumers.

     

    Arvind Nair

    Said Arvind Nair, Regional Director (Delhi), Mirum India: “We aimed to create the inspiration that the product brings out through this digital film, capturing the textures, colours and the range of Corian®Quartz.  We have created a segmented approach to drive this to the end users, tying in with user behaviour and intent. The campaign has helped the brand create an aspirational digital persona that has led to conversions, which signify how understanding the customer’s digital behaviour is paramount in selling interiors today”.

     

    Sanjay Mehta

    Added Sanjay Mehta, Joint CEO, Mirum India: “The Path-to-Purchase journey for most products now begins from digital. It has now become imperative for every brand to capture the imagination of the end user digitally, even if the sale is driven through a brink and mortar shop. With this digital film, we have aimed to the same. ‘Wow’ the end users with the stunning designs from Corian Quartz”.

     

     

  • The business will be handled from Milestone Dentsu’s Delhi office

    Milestone Dentsu bags creative & digital mandate for Velocity Eyewear

    By A Correspondent

     

    Velocity Eyewear has handed over its creative, social media and shopper marketing mandate to Milestone Dentsu. The business will be handled from Milestone Dentsu’s Delhi office.

     

    Samir Ahmed

    Commenting on the partnership, Samir Ahmed, Director, Velocity Eyewear said: “We were not looking for an agency. We were looking for a partner who could understand our business and collaborate with us to win a larger share of the pie. Milestone Dentsu demonstrated the same passion that we have for our brand. They were creative and realistic in their approach. We are certain that together we can achieve greater heights in times to come.”

     

    Ujjwal Anand
    Mayank Khattar

    Added Ujjwal Anand, Country Head, and Mayank Khattar, NCD, Milestone Dentsu: “Getting your hands on a brand that radiates style, is both exciting and challenging at the same time. Velocity, as a brand, competes in a speedily growing market. And we are happy to get this challenging opportunity to partner with them in their path to success. It’s surely a big win, and we are expecting a lot out if it.”

     

     

  • #LearnLiveOnline to resonate with K-12 students across India

    Vedantu’s new film promotes its personalized online learning toolkit

    By A Correspondent

     

    Online learning platform Vedantu has launched a brand campaign titled ‘Samajh aayega toh mazaa aayega’.

     

    Speaking on the campaign, Vamsi Krishna, CEO & Co-Founder, Vedantu said: “We are excited to launch our first brand film to spread the message that learning should be fun and engaging. This film is a culmination of Vedantu’s journey that began in 2014 as the first to bring LIVE classes, to now, in 2019, as a frontrunner in the LIVE and personalized learning space. Technology has played a massive role in this timeline where we have reimagined and evolved the teaching and learning experience. Bringing in a new wave, we hope students will adopt the LIVE and online way to transform learning forever.”

     

    Added Hemant Shringy, Chief Creative Officer of Vedantu’s creative agency BBDO India: “When we heard about Vedantu, we knew it was going to be a positive revolution in education. It is the best of both worlds and a sweet spot between human interaction of LIVE classes and the new-age progressive technology that makes learning accessible and enjoyable. And when we attended a live class, we were amazed! The experience was unmatched. The product is the hero here and our job was to bring that a live in a communication that brings forth the empathy the creators have for the students and the real struggles they go through, in a format that appeals to the students and the parents.”