MxMIndia

Category: MARKETING

  • FCB Ulka, He’s creative agency has conceptualized this clutter-breaking campaign inspired by Bollywood

    Emami’s He partners with Tiger Shroff

    By A Correspondent

     

    He Deodorants has launched its latest campaign featuring Bollywood star Tiger Shroff. Conceptualised by FCB Ulka, Mumbai, the two-film series draws inspiration from Bollywood.

     

    Speaking on the occasion, Harsh Vardhan Agarwal, Director, Emami Ltd. said: “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching two fragrances in 1 pack with our He Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. He Magic Duo’s, two perfumes have been designed such that when mixed, they complement and create a third fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly showcases the product proposition. The ad with Tiger Shroff in a never before seen avatar is sure to garner attention and excitement.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one with He Magic Duo now having a never heard of before – three fragrances in one pack. The films draw inspiration from Bollywood and are high on humourous entertainment to drive home this extremely unique, and category-first benefit. This campaign is sure to resonate with the film-lovers across the country, especially the youth.”

     

    Sharing details on the storytelling, Keigan Pinto, National Creative Director, FCB Ulka said: “He Magic Duo is a product that is different from conventional deodorants. It has 2 distinct fragrances – and when you mix the two, you get a third distinct fragrance. Creatively speaking, showing three fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now – “Maa, hum ek se do ho gaye.” We used it as a creative hook. The beauty of it is, it led naturally to a Bollywood style OTT execution. And then, we got on board a Bollywood youth icon, Tiger Shroff, to deliver the final punch. In short, the idea dictated the execution and the use of a celebrity rather than the other way around. We worked closely with Shujaat Saudagar, the director, to craft two TVCs in iconic ‘filmy’ settings, that depict the same message, but in a very distinct manner from each other.”

     

     

  • Many more brand campaigns have been planned back to back for the next few seasons

    Red Chief ropes in Vicky Kaushal as brand ambassador

    By A Correspondent

     

    Leayan Global has roped in actor Vicky Kaushal as brand ambassador for its footwear brand Red Chief.

     

    Said Manoj Gyanchandani, Managing Director, Leayan Global: “We are delighted to have Vicky Kaushal as the brand ambassador for our leading leather footwear brand Red Chief. Vicky gels very well with our Red Chief brand image, which is rugged, tough and confidently stylish. We are quite confident of taking our brand to next level of growth and expansion across the country, with better penetration among the youth.”

     

    Added Rahul Sharma, General Manager – Marketing, Leayan Global: “To continue leveraging our association, Vicky Kaushal would be part of our campaign ‘Khel Gaye Chief’ which will be launched very soon through mass media and digital platforms. Thereafter, many more brand campaigns have been planned back to back for the next few seasons.”

     

     

  • The campaign has been conceptualised by Lowe Lintas Mumbai

    Akshay Kumar relives his younger days in latest ad film for Revital H

    By A Correspondent

     

    Revital H has launched a new campaign with actor Akshay Kumar. The campaign has been conceptualised by Lowe Lintas Mumbai.

     

    Commenting on the campaign, Madhu Noorani, President, Lowe Lintas said: “The campaign conveys the benefit of having Revital H to boost your energy by using the insight that as we age, our energy levels are not the same as they were say ten years before. With Akshay Kumar, we have the perfect brand ambassador, given his fitness levels even at this age. The TVC showcases Akshay taking up the 10 year challenge by performing the same famous stunt with the same effortlessness as he performed in 2009 to bring alive the age message.”

     

     

  • The new mandate will see Contract India become the global hub for strategic and creative duties

    Contract India wins global creative mandate for Bata

    By A Correspondent

     

    Following a multi-agency global pitch, Contract India has won the creative mandate for Bata brands globally. The new mandate will see Contract India become the global hub for strategic and creative duties for the European footwear major’s key geographies in LATAM, Europe, Asia and Africa with the support of its group companies within Wunderman Thompson, part of the WPP network that it belongs to.

     

    Speaking on their decision to award the global mandate to Contract, Isabelle Sakai, Bata Group Chief Marketing Officer, said: “Contract India is a key strategic and creative partner for the Bata India operating company. The ‘Surprisingly Bata’ campaign has helped shift consumers perception about the brand, driving footfall to our stores and increasing sales. We are glad to award Contract India the Global mandate to roll out the ‘Surprisingly Bata’ campaign across the Bata world, smartly adapting the campaign idea to capture the local nuances of consumers insights. We are looking forward to a great partnership beyond the boundaries of India.”

     

    Said Raji Ramaswamy, Chief Executive Officer at Contract India: “We are delighted to be chosen by an iconic brand like Bata to partner with them in supporting their strategy and shaping their communications narrative across markets. Having done some great work for Bata in India, it is truly rewarding to now become the global creative and strategic hub for them which is a significant win for us and probably an industry first. Our team’s experience and capabilities in offering a multi-discipline integrated offering makes us well poised to drive the desired impact and achieve business outcomes for the brand across markets.”

     

    Added Tarun Rai, Chairman and Group CEO, Wunderman Thompson South Asia: “Contract has partnered with the Bata India team extremely well to deliver fantastic business results. It is this partnership that gave Contract the opportunity to pitch for Bata’s global mandate. I am truly delighted that we could demonstrate the strength of our network around the world to help win this very prestigious account. I also feel a sense of pride that a campaign created in India is going global and will be executed in so many countries across the world. My congratulations to Raji, Rohit, Sagar and the entire team at Contract.”

     

     

  • The 360-degree campaign will be launched on television and will further be amplified through various other mediums

    Crompton launches TVC for water heaters

    By A Correspondent

     

    Crompton Greaves Consumer Electricals announced the launch of its first ever campaign titled – ‘Perfect Hot Water’ for its newly launched range of water heaters.

     

    Speaking about the campaign, Sachin Phartiyal, Vice President, Appliance Business – Crompton Greaves Consumer Electricals said: “We’re very excited to launch our first ever TVC campaign for water heaters. Water heaters have become a significant part of our lifestyle and are considered as one of the most important appliances of the household. This new launch bears testimony to our ability to constantly offer innovative and customized solutions based on consumer insights and preferences. Taking advantage of this modern amenity in order to make life more convenient and comfortable we have launched this new range of water heaters with triple shield technology. Through this campaign we wanted to showcase the most valued factor of the product in an effective manner.”

     

     

  • Voltas Beko and Momspresso partner to understand ‘The Sunday Paradox’ that Indian moms face

    Indian Moms more stressed on Sundays, notes Voltas Beko Survey

    By A Correspondent

     

    Voltbek Home Appliances has released findings from The Sunday Paradox Survey. Aiming to provide a deeper understanding about the preferences and behaviour of Indian mothers, the survey highlights the disparity between expectations vs. reality of Sundays for mothers.

     

    Conducted online by Voltas Beko in association with Momspresso, The Sunday Paradox Survey assessed SEC A and B moms in the age group of 25 to 55 years. The nationwide survey targeted working mothers as well as homemakers, across Ahmedabad, Bangalore, Chandigarh, Chennai, Cochin, Delhi NCR, Guwahati, Hyderabad, Jaipur, Jamshedpur, Kolkata, Lucknow and Mumbai.

     

    According to the survey, 50 per cent moms across India say Sundays are more stressful than weekdays due to household chores and preparations for the coming week, resulting in less of ‘me time’. While more than 33 per cent of moms said they wake up at the same time on Sundays as they do on weekdays (between 6 to 7 am), 43 per cent moms across the country said they do not get to wake up late on Sundays. About 40 per cent moms said their day gets over at the same time on weekdays as well as Sundays (between 11 pm to 12 am), while only 4 per cent of moms all over India said they go out for lunch/ dinner with their husband or friends on Sundays.

     

    Commenting on the survey findings, Pradeep Bakshi, MD & CEO, Voltas Limited said:  “Belonging to the house of Tata’s, we have always placed customer centricity at the heart of all our offerings. We understand that a relaxed Sunday is a reality for almost everyone – except for mothers. To understand this dilemma and help moms get their Sundays back, we partnered with Momspresso to come up with The Sunday Paradox Survey. The survey has shown that 50 per cent of mothers feel Sundays are more stressful than weekdays. Taking a cue from this study, Voltas Beko- a brand that has been trusted by moms all along commits to taking the lead in product innovation and development that aids a better and more relaxed lifestyle for mothers in India.”

     

     

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

    Big Trunk to manage digital for Trubore

    By A Correspondent

     

    Big Trunk Communications, a Mumbai-based independent creative digital agency, announced it will now be carrying out the digital duties for Trubore Piping Systems. The account will be serviced from the agency’s Mumbai office.

     

    Rakesh Nair

    Said Rakesh Nair, Manager – Branding and Advertisement, Trubore Piping Systems: “Times have changed massively. Trends come and go within the blink of an eye and by default, an impressive online presence helps greatly in reaching out to your target audience. We are delighted to have Big Trunk Communications on board with us and are looking forward to this brand-new partnership.”

     

     

    Dinakar Menon

    Commenting on the win, Dinakar Menon, Business Head, Big Trunk Communications, added: “We are super-excited to be associated with Trubore Piping Systems as their official digital partner. We plan on to give their online presence a boosting momentum by integrating innovation, content and media. The idea is to circulate the brand’s story and give it an online identity. We’re pleased to achieve this milestone and shall strive to deliver outstanding results.”

     

     

  • ‘Awesome is contagious’ brings out the youthful, fun and eccentric side of millennials and is an extension to Mochi's philosophy of #StayAwesome

    Makani partners Mochi to launch an integrated ad campaign

    By A Correspondent

     

    Mochi has launched ‘Awesome is Contagious’, an integrated Autumn-Winter campaign, created and executed by Makani Creatives. The idea was conceived by the digital team of Makani Creatives for an activation which later became the mainline campaign.

     

    Commenting on the launch of the campaign Sameer Makani, Co-Founder and MD, Makani Creatives said: “In the social media world with so many challenges going viral we have attempted to create a similar yet meaningful one where the youth influence others to be awesome just like them. We have therefore created an unconventional campaign for the target audience to better resonate with the brand’s offerings.”

     

    Added Shwetal Basu, Marketing Head, Mochi Shoes: “The young generation is very self-conscious and are obsessed with clicking pictures; cashing in on this habit of the youth, we encourage them to get creative with it and therefore be awesome and influence others too. The launch of the AW campaign ‘Awesome is Contagious’ highlights the variety of awesome footwear collection that the brand has to offer.”

     

     

  • An investor education initiative that inspires people to live the life of their dreams

    HDFC MF unveils #KyaPlanHai ad campaign

    By A Correspondent

     

    HDFC Mutual Fund has launched a 360‐degree investor education campaign titled ‘#KyaPlanHai’ across print, television, and digital. The campaign aims to touch the universal truth of life that people have big dreams and they always have desired to live an upgraded life, whether it’s moving to a big house or buying a dream car.

     

    On the launch of the campaign, Milind Barve, Managing Director, HDFC AMC said: “To upgrade means to elevate every aspect of ourselves to a higher standard. The new campaign displays the powerful, conscious, human expression of dreaming. We intend to ensure that through this campaign everyone has an opportunity to understand the importance of financial planning via mutual funds to upgrade their lifestyle”.

     

    The campaign is spearheaded by Mirum India. Added Naila Patel, Executive Creative Director, Mirum India: “We have observed that people love inspiring stories, they connect with them at an emotional level. These mini stories will tug at people’s heart and will teach them that all dreams can be attained. We are living in exciting times where creativity can be showcased at its best and across various platforms all at once. We are proud of the insightful work and great partnership.”

     

     

  • The campaign will be live till January 3, 2020

    Oyo unveils ‘Raho Mast’ campaign

    By A Correspondent

     

    Oyo Hotels & Homes has rolled out its new campaign – ‘OYO, Raho Mast’. The five-week-long burst is live across television, digital and social media platforms.

     

    Reflecting on the television campaign, Aditya Ghosh, CEO, India & South Asia, Oyo Hotels and Homes said: “We are excited about this new Raho Mast brand campaign. Great brands are built when you are answering to the consumer’s needs, doing it consistently and delivering on your promises. With its funny, quirky and yet relevant approach, the Raho Mast brand campaign reflects on what the average Indian consumer goes through and how Oyo can help make the experience hasslefree at every touchpoint. The red and white Oyo sign stands for our enduring belief that low cost has nothing to do with low quality.”

     

     

  • His first ever composition for a corporate in 40 years

    Ilaiyaraaja composes first corporate anthem for HCCB

    By A Correspondent

     

    Noted music composer Ilaiyaraaja, has composed his first ever music anthem for a corporate brand – Hindustan Coca-Cola Beverages.

     

    Said Kamlesh Sharma, Chief Communication Officer at Hindustan Coca-Cola Beverages (HCCB): “It has taken Dr. Ilaiyaraaja 40 years to find time and compose music for a corporate and we are just blessed that he did it for us. HCCB is a pan Indian company, one of the largest FMCG companies in India, whose operations span from Kutch to Kohima and Kashmir to Kanyakumari. We needed a composition that would denote the vastness of our operation but also the simplicity of our business and the purity in our values.”

     

    Added Prathap Suthan, Chief Creative Officer at BangInTheMiddle, who conceived the brief for the maestro: “To me, HCCB is a river that flows through India with enough and more tributaries – these tributaries being the various products that HCCB manufactures. And much as India has been interacting and continues to interact and prosper along the shores of rivers, is how local communities and the larger nation interacts with and inspires HCCB. When you listen to the track that Ilaiyaraaja has composed, there is a certain flow to the tune. It feels like a river that meanders and cascades through with various layers. The entire tune is very smooth, there are no hard edges. It’s undoubtedly a masterpiece.”

     

     

  • It is good for investors to adjust one’s perspective and stay balanced to deal with volatility

    DSP Mutual Fund unveils outdoor campaign to build category awareness

    By A Correspondent

     

    DSP Mutual Fund has unveiled an outdoor campaign to build awareness and education on the Dynamic Asset Allocation Funds category. The campaign uses a creative with an upside down headline to drive home the market reality: ups, downs and fluctuations are a way of life at the stock market. Given these fluctuations won’t go away, it is a good idea for investors to adjust one’s perspective and stay balanced to deal with volatility.

     

    Said Aditi Kothari Desai, Director & Head – Sales and Marketing, DSP Investment Managers: “Our endeavour to create stand-out marketing pieces continues with this outdoor awareness campaign, following on to our Dancing Uncle DAAFs video campaign, that went viral earlier. The idea behind this campaign is to grab attention and build awareness about this product category while contextualising it to the truth behind the markets in a simple, memorable, visual manner. We genuinely believe DAAFs are a worthy addition to investors’ portfolios and our advisors’ recommendation lists at all times – given that markets always operate in cycles: with constant ups/downs/fluctuations. We’re expecting that this creative and media strategy will give rise to curiosity and conversations on DAAFs.”

     

    Added Atul Bhole, Fund Manager- Equities, DSP Investment Managers: “Investors wanting to invest in markets through mutual funds for the first time tend to have fairly low risk appetite – they get stressed with short term fluctuations in their portfolios. For such investors, DAAFs could be a worthy addition to their portfolio. They help in providing the benefit of market upsides while also seeking to limit the downside risk as and when the markets move up or down. DAAFs can also help experienced investors who are worried about volatility and therefore can form a core part of their portfolio.”