MxMIndia

Category: MARKETING

  • The campaign was led by Yashwant Kumar, CEO, GenY

    GenY Medium executes latest ad campaign for Heritage Bytes

    By A Correspondent

     

    GenY Medium has announced its latest campaign architecture on ‘Heritage Bytes – With Chef Bhakti Arora. The campaign was led by Yashwant Kumar, CEO, GenY Medium and his team.

     

    Commenting on the campaign, Kumar  said: “We are delighted to be a part of their journey and are proud to launch this innovative campaign. It is always an enthralling experience to work with a brand like Heritage Foods. It is truly great to work with a brand that is as true to its roots and values as they are.”

     

    Added Sarbojeett Mukherjee, Head – Marketing, Heritage Foods: “We are excited to rope in GenY medium in our journey and it was a great experience working with them. The campaign designed by GenY Medium helped promote the brand as a wholesome nutrition company and strengthen the belief of ‘Health & Happiness’ and ‘Nutrition to Nation’. To work with an agency and creative minds that are aligned exactly to your brand image is exactly what we looked for.”

     

     

  • Salil will be based at the company’s Head Office located in New Delhi

    Orient Electric appoints Salil Kapoor to lead its Home Appliances biz

    By A Correspondent

     

    Salil Kapoor

    Orient Electric has appointed Salil Kapoor as Business Head, Home Appliances business. Kapoor will be based at the company’s Head Office located in New Delhi.

     

    Kapoor has held leadership positions at leading brands like LG Electronics, Samsung, Microsoft, Dish TV and Voltas. His previous assignment was with Voltas Limited where he was working as COO for the UPBG division and was leading air-conditioners and other appliances business.

     

    Said Rakesh Khanna, MD & CEO, Orient Electric Limited: “It gives me immense pleasure to welcome Salil to the Orient Electric family to lead our Home Appliances business. He brings with him extensive experience and deep understanding of consumer durables industry which will help us to propel growth in our Home Appliances business.”

     

     

  • The campaign promotes Lamination Guard Technology of Ultima Protek

    Asian Paints promotes Ultima Protek offering in Southern markets

    By A Correspondent

     

    After releasing a TVC exclusively for Kerala market, Asian Paints has released two more TVCs for Tamil Nadu and Andhra Pradesh and Telangana (APTG). The campaign promotes Lamination Guard Technology of Ultima Protek that is designed to laminate houses and provide complete protection with 10-year guarantee.

     

    Speaking about the new ad, Jaideep Kanse, CMO, Asian Paints Limited said: “The dynamics of Tamil Nadu and Andhra Pradesh are unique both in terms of the vagaries of weather and the consumer need hierarchy. 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 by laminating your house.”

     

    Added Prem Narayan, Chief Strategy Officer, Ogilvy and Mather, India: “Lamination is a commonly understood metaphor for protection. In this campaign, we are trying to surprise home owners that the same protection is now available for their homes too, thanks to Asian Paints Ultima Protek.”

     

     

  • The digital campaign aims to encourage smartphone users in India to switch off from their mobile devices

    Vivo urges mobile users to cherish relationships

    By A Correspondent

     

    In light of the changing human behavior due to excessive use of smartphones, vivo announced a campaign- #SwitchOff with their brand ambassador, Aamir Khan. The digital campaign aims to encourage smartphone users in India to switch off from their mobile devices and spend quality time with family and friends.

     

    Speaking on the need to #SwitchOff, Nipun Marya, Director Brand Strategy, Vivo India, said: “We as a brand believe that technology can immensely improve our consumer’s life, but like all things good, should be used cautiously. And as a smartphone player, it was essential we ask ourselves the fundamental questions, how much is too much? Thus we commissioned this campaign that urges users to temporarily switch off and give time to relationships.

     

     

  • It also earmarks the launch of Nexus Malls’ ‘Asli Happyness Wala Sale’ across all its nine assets

    Ayushmann promotes ad for Nexus Malls

    By A Correspondent

     

    Actor Ayushmann Khurrana, brand ambassador of Nexus Malls, has launched his second ad campaign for the mall management company with the tagline ‘Shopping to sirf bahana hai, apno ko saath lana hai. It also earmarks the launch of Nexus Malls’ ‘Asli Happyness Wala Sale’ across all its nine assets.

     

    Said Nishank Joshi, Chief Marketing Officer, Nexus Malls: “As they say ‘Family is a gift that lasts forever’ and what could be a more opportune time than Christmas to celebrate this gift. At Nexus Malls, we have always believed that the true spirit of festivities lies in celebrating it together with your family & friends and through our latest ad campaign we aim to convey the same message amongst our patrons. During this period, across all our malls, we will create multiple engagement initiatives with family bonding at its core. We would like to urge all our patrons to visit our malls and indulge in the festive frenzy.”

     

    Ogilvy Mumbai is the creative agency, and Chrome Pictures was the production house for the ad.

     

     

  • The ingenious campaign has made heads turn across the country in a visually disruptive way

    Milestone Brandcom launches outdoor campaign for DSP MF

    By A Correspondent

     

    DSP Mutual Fund along with Milestone Brandcom has unveiled an outdoor campaign to build awareness on ‘Dynamic Asset Allocation Funds’ (DAAFs) category.

     

    Said Aditi Kothari Desai, Director & Head-Sales and Marketing, DSP Investment Managers: “The idea behind this campaign is to grab attention and build awareness for Dynamic Asset Allocation Funds across potential cities/towns for mutual fund investments all over India. As a brand, our endeavour is to create stand-out marketing campaigns and our aim is to make finance fun along with being bold and having a creative approach. Perhaps we are the first Indian brand (across industries, and not just financial) to take this bold step of keeping the main headline ‘Markets Fluctuate’ written upside down. Our main aim is to communicate the truth behind the markets, in a memorable and attractive way. This creative device very quickly communicates that anything can turn upside down and one should be prepared.”

     

    Added Nabendu Bhattacharyya, CEO & MD, Milestone Brandcom: “The sole purpose of advertising is to create disruption and deliver the brand message in a simple yet effective way. Most people are alien to the world of mutual funds, and hence shy away from investing. The idea of writing the headline upside down is big and bold, and I’m sure it would help communicate the brand message in a memorable way.”

     

     

  • Makani will be responsible for creatives across print and digital channels along with a 360 degree digital outreach

    Makani Creatives unveils ad campaign for ‘Range De’

    By A Correspondent

     

    Netsurf along with Makani Creatives has launched its homegrown, natural cosmetic brand ‘Rang De’. Under the partnership, Makani will be responsible for creatives across print and digital channels along with a 360 degree digital outreach.

     

    Commenting on the film, Sujit Jain, CEO & Managing Director, Netsurf Communications Pvt. Ltd said: “The primary objective was to position Rang Dé as a contemporary, young, vibrant and exotically Indian brand. To create a fun, unconventional make-up routine that resonates with the women of today. And the result, well, we couldn’t ask for more. We were really excited to her the concept. The entire collaboration – Choreographers, Uma-Gaiti and Makani Creatives Pvt. Ltd. – really helped us achieve more than what we expected out of the film. It was just seamless, something that we were very sure about. Given the fact that we were working alongside two of the best names in their respective fields, the entire experience was incredible.”

     

    Added Sameer Makani, Co-Founder and Managing Director, Makani Creatives: “Over the past two decades, we’ve worked with some of best brands in the fashion and lifestyle space. Our deep understanding of the industry and the ability to deliver ‘the difference’ has helped us and our brands to stand out in this heavily contested arena. The latest example of which, is evident in the Rang Dé campaign.”

     

     

  • The campaign will go live across digital platforms and aims to target young consumers

    Alia Bhat reaches out to millennials in new Fujifilm ad

    By A Correspondent

     

    Fujifilm India launched its second digital campaign with Alia Bhatt, the brand ambassador of the Instax range of cameras. The film is part of the campaign targeting millennials looking to capture their perfect moments on Instax camera.

     

    Commenting on the campaign, Haruto Iwata, Managing Director, Fujifilm India said: “We are happy to launch ‘Real Masti Real Print’ campaign with Alia Bhat. The campaign reflects, how anyone can capture and save perfect moment on Instax camera. We are thrilled to have Alia as face for the Instax range of cameras. She is a Bollywood icon and popular amongst millennials for her great acting skills and charm which perfectly blends with our brand. Her playful attitude in the film organically embodies with what Fujifilm Instax is all about – young, fun and ‘kawaii’ (cute in Japanese). With this film, we look forward to doubling our sales and scaling newer heights in the imaging space.”

     

     

  • Featuring Bollywood Actor Vinay Pathak, Kotak Life’s #PooraPlan is a complete family protection insurance offering, which covers Life and also Critical Illnesses & Disabilities of the Insured

    Kotak Life highlights the Importance of complete life insurance in latest ad film

    By A Correspondent

     

    Kotak Mahindra Life Insurance announced the launch of its new digital campaign which highlights the importance of complete life insurance plan.

     

    Said Subhasis Ghosh, Head – Marketing & Group Insurance, Kotak Mahindra Life Insurance Company: “Life insurance is usually purchased with the intent of saving tax and helping family tide over any unpredictable occurrence of death. But what happens in case of a serious illness or disability? It makes the purchased policy cover incomplete. Kotak Life’s #PooraPlan completes the incomplete by going beyond the conventional coverage and providing added benefits that cover disabilities and critical illness.”

     

    The campaign is conceptualised and executed by Wunderman Thompson. Said Steve Priya, Executive Creative Director at the agency: “Until now, Life insurance as we know it is actually ‘After Life’ insurance. The category is built on taking care of your loved ones, after you’re gone. Death however, is just one of the outcomes. But what happens if you’re critically ill or suffer an accident that leaves you disabled. A tough conversation but one that was necessary. We decided to shake up the category and call any insurance plan that doesn’t cover every eventuality as ‘Aadha Insurance’. Subbu (Vinay Pathak) makes a comeback in a series of logical, practical yet lighthearted commercials and propagates the need for a complete or rather #PooraPlan from Kotak Life Insurance”.

     

     

  • The digital campaign focusses on the women of today, in an elegantly orchestrated 'Single-take' brand film

    Rang De unveils its inaugural brand campaign

    By A Correspondent

     

    Rang Dé, the recently launched herbal cosmetic brand by Netsurf Network, has launched its first brand campaign, Exotically Indian.  The digital campaign focusses on the women of today in a brand film conceptualised by Makani Creatives and choreographed by Uma-Gaiti.

     

    Announcing the launch of this campaign, Sujit Jain, Founder and CEO of Netsurf Network said: “The Rang Dé film has a very contemporary look and feel and realistically depicts the way the women of today wear their make-up. The film conveys that make up is not just meant for special occasions any more but forms an integral part of their daily routine of looking and feeling good. The essence of Rang Dé film is about bringing out the fun element artistically expressed in exotic colours whilst working on their make-up. It’s about moving way beyond the conventional make up routine to joyfully experimenting to bring out the bold and beautiful you!”

     

    Added Sachin Padave, Creative Director, Makani Creatives: “The idea was to position Rang De as a brand that helps you embrace yourself. Without letting go of the fact that we’re talking about different individuals, their  different skin tones, their beliefs, tastes and their individualistic sense of fashion. Something that, I believe, we have managed to capture perfectly in the entire campaign, including print and film.”

     

     

  • The business was won in a tightly-contested multi-agency pitch

    Performics India wins the digital duties of GoAir

    By A Correspondent

     

    Performics India has won the integrated digital media mandate for GoAir. The mandate includes performance media, SEO and analytics.

     

    Said Shabnam Syed, Vice-President & Head of Marketing and E-Commerce at GoAir: “We were looking for a partner who would understand the complexity and challenges of our business and would accordingly customize processes. We are in a phase of rapid expansion and growth hence needed our partner to have varied skillsets and be extremely agile to deliver real business impact. Our partnership with Performics India is aimed at driving efficiencies across paid as well as owned digital media and we look forward to growing together to new heights while driving effective business outcomes.”

     

    Added Suchit Sikaria, Managing Partner, Performics India: “We are thrilled to be appointed as GoAir’s digital partner. It is a very prestigious win for us. We are confident that our data-driven approach and integrated expertise across Paid Media, SEO & Analytics will add immediate value to the account. We aim to bring in greater automation to leverage actual business trends & insights for near real-time decision making, campaign management and personalization.”

     

     

  • The campaign appeals to women who lead active lives

    Casio India launches Baby-G’s new #QuitTheComfortZone campaign

    By A Correspondent

     

    Casio India has announced a new campaign for its Baby-G range of watches with actress and brand ambassador Jacqueline Fernandez.

     

    Speaking on the announcement of the new campaign, Kulbhushan Seth, Vice-President, Casio India said: “We are excited to launch our new campaign #QuitTheComfortZone that encourages women to wear their attitude on their sleeve. The modern woman is bold and unafraid to shed their inhibitions. Jacqueline Fernandez is an aspiration for every millennial and modern-day woman, her style appeal being fluid and contemporary is definitely going to enhance the brand value of Baby-G.”