MxMIndia

Category: MARKETING

  • The campaign will be adapted in 11 languages for a nationwide appeal

    Life Ins Council launches insurance awareness blitz

    By A Correspondent

     

    Life Insurance Council announced the launch of the Indian insurance industry’s first joint awareness campaign titled ‘Sabse Pehle Life Insurance’, stressing upon the need for life insurance.

     

    Said S N Bhattacharya, Secretary, Life Insurance Council: “There is a need to make all Indians aware of the fundamental need of life insurance. Many a times Indians buy life insurance for peripheral benefits, without really understanding why it is imperative in our lives. We hope the larger Indian population will identify with this thought provoking campaign and be encouraged to opt for life insurance as their primary protection instrument.”

     

    Added Prasoon Joshi, Chairman, McCann Worldgroup – Asia Pacific, CEO & CCO McCann Worldgroup India: “The campaign is trying to inculcate responsibility towards financial planning at an instinctive level. ‘Sabse Pehle Life Insurance’ is a simple, relatable and culture-rich idea that people can easily identify with.”

     

     

  • #UnscentedHappiness to showcase the mother-baby bond

    Mother Sparsh unveils digital campaign

    By A Correspondent

     

    Mother Sparsh, an organic baby care products brand, is running an online campaign on Instagram and Facebook called #UnscentedHappiness. Launched in November 2019, the campaign is an extension of Mother Sparsh’s focus on using eco-friendly products for children.

     

    Said Rishu Gandhi, Founder, and Head Brand Strategist, Mother Sparsh: “Mother Sparsh is primarily known for its eco-friendly water-based baby wipes and other environment-friendly products. The ongoing campaign #UnscentedHappiness is all about the bond and happiness of mothers with their kids. As per our internal study, many people find it difficult to come across the right products for their kids and we hope more mothers who want nothing less than the best for their children will join us in the mission via this campaign.”

     

     

  • The year 2020 will see brand Pepsi create a scale 360-degree campaign with the actor

    Salman Khan to now endorse Pepsi

    By A Correspondent

     

    Pepsi India has announced its collaboration with Bollywood actor Salman Khan.

     

    Speaking about the association, a PepsiCo India Spokesperson said: “We are excited to announce Pepsi’s collaboration with Bollywood superstar Salman Khan. Over the last year, swag has been the underlying message throughout Pepsi’s campaigns, celebrating the innate self-belief of the Indian consumer today. In 2020, we look forward to building the brand’s ‘Har Ghoont Mein Swag’ proposition with Salman in 2020.”

     

    The year 2020 will see brand Pepsi create a 360-degree campaign that will reflect the self-confidence of today’s youth with the actor, notes a communique.

     

  • The Indian cricketer is the first ever non-footballer brand ambassador appointed by LaLiga globally

    Rohit Sharma appointed LaLiga’s brand ambassador in India

    By A Correspondent

     

    Leading India batsman Rohit Sharma has joined hands with LaLiga as its brand ambassador in India. According to a communique, he is the first non-footballer in the history of the league to have been appointed to the role.

     

    Said Jose Antonio Cachaza, Managing Director, LaLiga India: “India is a very important market for LaLiga from a global perspective, we came here in 2017 to get a better understanding of the pulse of the nation. Over the past two years, and after several ground-breaking initiatives, it is obvious that India has a huge appetite for football. Rohit Sharma is the perfect example of this, inspite of being the most renowned face in Indian cricket right now, he is also an ardent football and LaLiga fan. In his persona on and off the field, Rohit embodies the LaLiga standards and principles. We are elated to have him as LaLiga’s first ever non-footballer brand ambassador and as the face of our brand in India.”

     

     

  • The media campaign was complemented compelling communication and QR codes that led to e-commerce websites

    Times OOH executes innovative QR campaign for iBall

    By A Correspondent

     

    Times OOH recently engaged Mumbai airport passengers with iBall-branded charging stations and QR codes to buy the brand’s power banks online. Installed at every nook and corner of the airport across 72 media outlets with a total of 144 faces, the media campaign was complemented compelling communication and QR codes that led to e-commerce websites.

     

    Said Iftekhar Ahmed Siddiqui, Vice President, Marketing – iBall: “The USP of the campaign was its location and contextual communication: Talking about a product wherein you can’t ignore it. Promoting power banks at airport mobile charging stations is spot-on. That’s what we did, we have identified the location, selected a product and put up classic, evergreen communication that the travellers just can’t ignore. We used popular OTT, gaming and social media apps in our communications that often consumes the maximum battery life of your devices. We told the users, you can continue watching, playing or texting if you have iBall power bank with you.”

     

     

  • The film captures the journey of a family’s rise to success

    MP Birla Cement sheds focus on legacy to promote sub-brand Samrat

    By A Correspondent

     

    MP Birla Cement is attempting to leverage the trust customers have for the brand. Conceptualised by Ogilvy Mumbai, a film captures the journey of a family’s rise to success because of the secret ingredient of the brand being a trusted partner for decades.

     

    Said Sandip Ghose, Chief Operating Officer, MP Birla Cement: “This maiden audio-visual commercial for MP Birla Cement Samrat – made primarily for its core market in the Hindi heartland – leverages on the ‘heritage’ and ‘trust’ elements, using a strong local idiom and a heart-warming story that the target audience will easily relate to.”

     

    Added VR Rajesh, Office Leader, Ogilvy India (West): “MP Birla Cement Samrat is the market leader in heartland India and MP Birla Cement wanted to strengthen this leadership even more. Through our market understanding, we unearthed real stories of generations placing their trust on Samrat and we decided to create communication on the same. The story is about one such customer of Samrat who’s been using it over three generations in his family, where we linked the trust he’s garnered over the years to the trust of Samrat Cement, highlighting the proposition ‘The strength of experience’, or ‘Tajurbe ki taaqat’, as the line goes.”

     

     

  • Conceptualized by Ogilvy India, the ad has been directed by Manoj Pillai

    Asian Paints unveils ad campaign promoting its Fibre Ulla Ultima Protek range

    By A Correspondent

     

    Asian Paints has launched a campaign to establish Ultima Protek as the gold standard of exterior emulsion.  Conceptualised by Ogilvy India, the ad has been directed by Manoj Pillai.

     

    Speaking about the new ad campaign, Jaideep Kanse, CMO, Asian Paints Limited said: “Kerala has always been a flagbearer in the country to set the roadmap as far as the exterior painting is concerned. The consumers of Kerala clearly understand their requirements from the exteriors considering the vagaries of weather the state undergoes. Asian Paints has always pioneered technology led innovation through its products to bring to consumers nothing but the best. This campaign is yet another step in that direction where Ultima Protek will be one stop solution to all the current problems pertaining to exterior walls”.

     

    Added Kiran Anthony, CCO, Ogilvy India: “A world renowned home needs a world-class paint that keeps paayal (algae) and vilal (cracks) away. In this series, Joesettan is seen sharing this recipe to a stunning home freely with a worldwide audience drawn to the beauty of his home”.

     

     

  • JSW Paints will be providing the club’s fans with paint for them to express their support on the banners

    Bengaluru FC announces partnership with JSW Paints

    By A Correspondent

     

    Bengaluru FC has announced a partnership with JSW Paints as its Official Paints Partner. As part of the association, JSW Paints will be providing the club’s fans with paint for them to express their support on the banners that are unfurled at the Sree Kanteerava Stadium on matchdays.

     

    Said club CEO Mandar Tamhane: “We are very glad to sign a partnership with JSW Paints because they are a thoughtful brand with a big vision in their industry, and this deal also gives our supporters a helping hand in the brilliant work that they do. The opportunity for the club to sign a deal that would benefit the supporters in a big way is something that gives us immense joy and we’re looking forward to seeing JSW Paints and the West Block Blues join hands to create many more magical banners in the future,”

     

    Added AS Sundaresan, Joint Managing Director & CEO of JSW Paints: “Our aim is to be a thoughtful paint company by creating beautiful experiences for our customers, while empowering them to make informed and confident choices. With this association, we wish to inspire fans to Play Beautiful and Think Beautiful”.

     

     

  • It also highlights the choices you make will make you better when you no longer have the fear of not having enough money

    IDFC MMF launches new investor awareness campaign

    By A Correspondent

     

    IDFC Mutual Fund has announced the launch of its new investor awareness campaign, ‘#BeTheBestYou’ with focus on taking the narrative of mutual fund industry beyond the concept of investing to fulfil one’s goals. It has been conceptualised by TBWA.

     

    Said Gaurab Parija, Head – Sales & Marketing, IDFC AMC: “We used data analytics along with Google Insights data such as interests and video consumption behaviour to understand the psychographics and lifestyle choices of our target audience. Armed with this data we were able to build upon the two unique personas of our target audience. Using demographics and interest based targeting, over the next one month, we will reach out to our target audience across Delhi, Mumbai, Kolkata, Bangalore, Pune, Hyderabad, Chennai, Chandigarh, Ahmedabad and Kochi.”

     

     

  • Addresses myths about inhalation treatment for asthma

    Cipla’s brand messaging under ‘Berok Zindagi’

    By A Correspondent

     

    Cipla has launched its latest ad campaign, as part of the currently running chapter of the #BerokZindagi campaign, to continue highlighting its core message, “Asthma ke liye, Inhalers hain sahi” (Inhalers are right for asthma).

     

    Said Nikhil Chopra, Executive Vice-President & Head India Business, Cipla Ltd: “Following the success of the first leg of our campaign, this year we are adopting a multimedia approach to communicate our message “Asthma ke liye, Inhalers hain sahi” (Inhalers are right for asthma). Our vision is to always maintain a patient-centric focus and in this case, build awareness to counter myths related to inhalation therapy besides increasing people’s openness to talk about asthma and its treatment. The previous chapter of #BerokZindagi was immensely successful. Keeping in line with our purpose of caring for life we will continue to tackle social stigma surrounding asthma and inhalation therapy through education, and help patients live a #BerokZindagi.”

     

    This TVC has been scripted by Juneston Mathana, directed by Prashant Madan and produced by Paper Planes Pictures.

     

     

  • The packaging and communication of Tata Tea Premium are exclusively curated for Delhi to evoke a sense of regional pride

    Tata Tea Premium showcases pride of ‘Dil Se Rich Dilli’

    By A Correspondent

     

    Tata Tea Premium initiated an activation campaign to announce its new packaging. This was initiated in Delhi to evoke a sense of regional pride amongst citizens.

     

    Speaking about the Dil se Rich Dilli campaign, Puneet Das, Vice President – Marketing – India, Tata Global Beverages, said: “Tata Tea Premium has been a popular brand in Delhi and has always connected with the Delhites at an emotive level. Our expertise has been catering to local taste preferences and we’ve always offered distinct blends basis consumer’s taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading brands across India, and in Delhi, across all these years. Today, while being ‘Desh ki Chai’ Tata Tea Premium celebrates Delhi and has showcased this pride of Delhi in its new packaging and communication, which is made specially for the region.”

     

    As part of the integrated hyperlocal campaign, Tata Tea Premium wrapped the Delhi Metro on the outside with visuals of the rich heritage of Delhi, and on the inside with stories of the people of Delhi.

     

     

  • Takes forward the narrative of ‘Pran Jaaye Par Pulse Na Jaaye’ humorously

    Pulse Candy’s latest ad campaign banks on humour to drive its point

    By A Correspondent

     

    Pass Pass Pulse Candy has rolled out a set of two new TVCs, taking forward the humrous storyline of ‘Pran jaaye par Pulse Na Jaaye’. These will be an addition to the earlier series of three short commercials.

     

    The two new TVCs are titled ‘The Classroom’ and ‘Dangal’. Conceptualised by Wunderman Thompson, the films capture the extent to which people will go for sourcing their Pulse candy.

     

    Commenting on the campaign, Arvind Kumar, JGM, Marketing, DS Confectionary Products said: “Both the TVCs of Pulse are  playful with lots of twisted-humour that ends  with a catchphrase; ‘Pran jaaye, par Pulse na jaaye’, highlighting the irresistibility of the Pulse candy. This reverberates with the messages put out by fans in the social media space and is validated by its No.1 in the Hard boiled candy segment for the last three years, reflecting the admiration and acceptance for the brand in the market.”

     

    Added Sundeep Sehgal, Executive Creative Director and Vice President at WT: “Telling a story in 10-15 seconds is always more challenging than conventional long-format storytelling. This is the second phase of short films on Pulse and we didn’t want to let go the format we created for the brand. It worked for the brand and we want to operate in the same space, while dialling up the irresistibility or pagalpan people have for the Pulse candy. With Dangal and Classroom films, we found new dimensions to keep the brand’s essence alive – “Pran Jaaye Par Pulse Na Jaaye” and deliver a campaign that is impactful and memorable.”