MxMIndia

Category: MARKETING

  • Swiggy addresses another serious issue related to customer care executives in its signature style

    Swiggy’s #WhatTheFalooda ad campaign focusses on customer behaviour

    By A Correspondent

     

    Swiggy is back with another ad campaign centered on customer care executives. Titled #WhatTheFalooda, the campaign aims to sensitise customers against the use of abusive language while interacting with customer care executives through chats, calls and on social media.

     

    Said Srivats TS – Vice President Marketing at Swiggy: “Tens of thousands of users interact with customer care executives each day across various organisations. Some of them might unknowingly hurt the emotions of these anonymous executives who work around-the-clock to sort out grievances and ensure a hassle-free experience. We tend to forget that they are human too, and words of profanity can hurt them deeply. Through this campaign, we are hopeful that many such users will relate to it and become more conscious of their choice of words. As always, we have tried to marry humour into our communication, while highlighting the concerns faced by customer care executives not just at Swiggy, but across the entire service industry.”

     

     

  • A notable team of global ambassadors, an introspective visual marketing campaign, trend-setting new styles, and comfort innovation – being comfortable in your own shoes has never been better

    Priyanka Chopra is face for Crocs new campaign

    By A Correspondent

     

    Crocs has launched the fourth year of its ‘Come as you are’ global marketing campaign including new talent and product innovations.

     

    New to the Crocs global ambassador roster are Priyanka Chopra Jonas, actor, producer and global UNICEF ambassador; and Yang Mi, Chinese actress.

     

    Said Terence Reilly, Crocs CMO: “The fourth iteration of the Come As You Are campaign is a proclamation to our fans: It’s time to stand up and stand out. Our new lineup of global brand ambassadors and ‘One-Of-A-Kinds’ambassadors offers the perfect mix of star power and authentic representation to help Croc Nation feel empowered and emboldened to own who they are.”

     

     

  • IPL 2020 performance in many ways will define the difference between 'IS' and 'WAS', writes Sanjeev Kotnala

    Dhoni’s Brand-I Value Is intact, but for how long?

     

    By Sanjeev Kotnala

     

    So, BCCI dropped former Indian skipper M S Dhoni from the list of centrally contracted players. It was coming he has not been in the national team for some time since July 9 2019, when he played the World Cup semi-final. That is long enough a gap. Surprisingly, when so many questions are being raised, Dhoni has remained silent on his plans. Even Indian selectors and the board find themselves in murky waters with nothing much to comment on this mystical absence of words from him.

    Naturally, the marketing community questions, if and will the Brand Dhoni be eroded. And the answers are not surprising.

    Brand Dhoni has enough of stickiness. CSK has already indicated that he will be retained in 2021. IPL 2020 will be a test.

    In 2014, when MSD retired from Test Cricket, there were thoughts expressed that his association with the shorter format will extend brand Dhoni longevity.

    In fact, after five years, Brand Dhoni was performing spectacularly on screen. In 2016, Forbes, in its list of most valuable sports brands of 2016, stated that MS Dhoni’s brand value suffered a 48% year-on-year decrease. Dhoni, the only Indian on the list, was placed tenth in the athletes’ category.

    In 2019, Dhoni retained his position as the second cricketer (Rank 12) after Virat Kohli, captain of the Indian cricket, who topped the powerful celebrity brand list of Duff & Phelps.

    But then the aura for sports person remains as long as they play and in Dhoni case, it will not be different. And every time his name will come up in discussions, there is going to be a debate. However, everyone is expected to hedge his or her bets.

    Brand-I is the image that rests in the eye of the audience. It like product image is the result of experience and expectations. If Dhoni the non-continues to perform with a similar level of success keeps his coolness quotient buzzing and dominates IPL, his brand value will remain intact. However, every player has his life cycle as a brand. Sooner or later, and as and when Dhoni retires from real cricket- the T20- national contention, with time, the brand will start having lesser meaning and attractiveness for the audiences.

    We must park this question for the next 100 days, until IPL 2020, which is crucial for Brand Dhoni. IPL 2020 performance in many ways will define the difference between ‘IS’ and ‘WAS’.

    We know Dhoni is unlike Gavaskar or Kapil or Sachin. Dhoni retired from Test cricket and one-days when people were still asking why is he retiring.

    We have seen him take a calculated gamble in the field. So, only time will tell if his silence is another such masterstroke.

    If IPL 2020 will bring him back into contention of the audience and their love for Captain Cool and his contribution. The flair of heart-stopping run chases and the sixes he fires. Maybe, Dhoni will reinvent. Whatever is in his mind, he has an obligation to his fans to reveal his plans.

    One must be warned that time and audience memories have limited elasticity of excitement and association.

    Brand Dhoni, will have to fight new faces, wins, memories and associations. And if the new breed of young cricketers delivers what we all believe they can, the slide for Brand Dhoni could be faster. And it is all about performing and dominating the audience mind space and nothing about the contract.

    Dhoni knows how to keep relationships alive. How friendship and business associations need to be nurtured. In fact, I expect him to further reap the benefit of this deep associations and brand endorsements.

    Dhoni has been slowly toying with his image we see in the advertising films. He seems to be conscious of the scripts he is picking or the way his persona is leveraged. There is a marked shift.

    Now, it is more about logic, rationality, maturing with age, and someone who has your best interest in mind. And a lot non-cricket and yet he is evolving and seems convincing enough. His advertising films are also seeing a Dhoni who can somewhat act and is not merely a prop on the screen. Though in the process, the legendary story of his dream and resilience wonderfully captured in the movie is missed out. His radiating success and being an absolutely loveable team player is missed out. But that inspirational part has already been utilised and has no additional pull.

    ……………….

    A sportsperson brand value is in her/his earnings, minus the average income of that sport’s Top 10 athletes.

     

     

  • Leading Bollywood actor Alia Bhatt named as the brand ambassador of Vicco

    Vicco gets Alia Bhatt as ambassador

    By A Correspondent

     

    In a bid to overhaul its brand image, Vicco has signed on Alia Bhatt as its brand ambassador. Alia will be representing the brand’s headliner product, Vicco Vajradanti and its variants. The brand has been a heavy advertiser on cinema screens but now with Alia on board, the ads will be seen across media platforms.

     

    Talking about roping in Alia for the campaign, Sanjeev Pendharkar, Director, Vicco said:” Vicco Vajradanti has been a household name since 1952. It has a large base of loyal users. The marketing task was to appeal to the younger generation, the millennials and also make a pure ayurvedic paste a part of their daily regime hence helping them with good oral health and who better than Alia as a brand ambassador to do this.”

     

    Added Virendra Saini, Business Head Mumbai, Triton Communications: “An opportunity to work on Vicco Vajradanti is a dream come true and a privilege. Years have passed but this brand has never compromised on its quality of being pure Ayurveda and in a time when so much of chemicals are being consumed which are harmful for the body, the millennials of today need to connect with this trusted ayurvedic brand for their oral hygiene. The idea was to build on the famous brand jingle by modernising it and making it stick with the youth of today.”

     

     

  • Unveils a special collection of the tricolor inspired scarves

    Fbb celebrates Republic Day with #WearYourPatriotism campaign

    By A Correspondent

     

    Fashion brand Fbb is celebrating diversity through its latest campaign curated to commemorate the country’s 70th Republic Day. It has designed an exclusive collection of scarves that are inspired from the Indian national flag.  Using Tik Tok as a platform, Fbb has created a special rap that will connect instantly with the younger audience.

     

    Sharing his views on the campaign, Pawan Sarda, CMO, Future Retail said: “As a country, we are blessed to have a diversity like no other nation. 70 years now, India has come a long way and is still rooted to its culture. Wear your patriotism is a simple campaign that gives each one of us a way of showing our love towards our country. This campaign is also a small gesture of supporting the Indian army who guard us 24/7 because of which we live minute with a smile.”

     

     

  • The campaign being run on social media pages of Columbia Pacific Communities, and also as search ads on Google, comes with a call to action

    ‘OK Boomer’ campaign encourages engagement with Baby Boomers

    By A Correspondent

     

    Columbia Pacific Communities has kickstarted 2020 with a topical campaign titled ‘Ok, Boomer’ that aims to call out ageism and propagate the philosophy of positive ageing, the brand’s core philosophy.

     

    Columbia Pacific Communities has launched a 10-day campaign to bat for the seniors and position ‘Baby Boomers’ as a generation that not only made path-breaking contributions and continue to do so but also remain extremely relevant.

     

    Commenting on the social media campaign, Piali Dasgupta, VP – Marketing, Columbia Pacific Communities said: “Our campaign has been conceptualised capitalising the ageist catchphrase “OK Boomer” that came into existence as an internet meme in 2015. It is a reaction to the catchphrase. By mid-2019, millennials and younger generations started to widely use it to dismiss or mock the Baby Boomer generation as narrow-minded and outdated. We, as a brand, stand for showing the world the power of positive ageing.

     

    The campaign was conceived to not just celebrate the contributions of baby boomers in various fields such as technology, music, art and culture, but also leverage the rich life experiences and wisdom of senior citizens to share life lessons and advise. ”

     

     

  • Kamdhenu Paints is encouraging contestants to share the color they associate with the four pillars of the constitution

    Kamdhenu Paints rolls out contest celebrating Republic Day

    By A Correspondent

     

    Kamdhenu Paints has rolled out a  contest to celebrate the country’s Republic Day. Through this campaign, Kamdhenu Paints is encouraging contestants to share the colour they associate with equality, fraternity, justice and liberty.

     

    Commenting on the campaign, Saurabh Agarwal, Director, Kamdhenu Paints said: “Republic Day is a proud day for Indian citizens and is celebrated with a lot of zeal and enthusiasm across the country. At Kamdhenu Paints, we are extremely happy and proud for the opportunity to serve the nation by contributing to strengthening the infrastructure. Moment marketing is the way to go in the new decade as ad blindness grows and brands get comfortable with digital media. Our latest contest picks up on this trend with creatives to drive major customer engagement and build recall for Kamdhenu Paints.”

     

     

  • Jeep Bollywood Trails is a travelogue, redefining India through Bollywood lens covering popular locations and landscapes

    Jeep & Publicis Media partner for show on AXN, Max…

    By A Correspondent

     

    Jeep India and Publicis Media have announced the launch of a television show Jeep Bollywood Trails, which will be aired on AXN, Max HD and will stream on Sony Liv starting January 25.

    Jeep Bollywood Trails is a travelogue, redefining India through Bollywood lens covering popular locations and landscapes. The show features prominent Bollywood directors who narrate their stories through these locations & elaborate on what makes these spots iconic. The show is powered up by Publicis Media’s Content Practice which executed the project end-to-end.

    Said Rahul Pansare, Head of Marketing and PR, Jeep India: “Brand Jeep believes in taking the road less traveled and has explored innovative ideas to create enriching & evocative brand experiences. Jeep Bollywood Trails is a breakthrough, an incredibly exciting concept that channelizes the sheer firepower, passion & energy of the brand Jeep. It is the ultimate Bollywood journey with Jeep, which allows every viewer to relive the passion and adventure that stars experience across the myriad rich and vibrant filming locales. We thank Publicis Media and AXN for their efforts and contribution on this first-of-its-kind television property.”

    Added Rathi Gangappa, CEO, Starcom India: “We are delighted to be at the forefront of this innovative & exciting property for Jeep. The Starcom HX approach is about human connections—experiences that people love and actions that brands need. Jeep Bollywood Trails is a big step in the same direction. The show is sure to be a resounding success among viewers, amplifying viral conversations & brand messaging and increasing the overall followership and popularity of the Jeep.”

    Said Urvashi Khanna, Content Lead at Publicis Media India: “Jeep Bollywood Trails, in terms of creative execution & production quality surpasses the best travel & exploration shows. The show goes beyond brand integration, it’s a creative rendition of the brand pillars – adventure, freedom, passion and authenticity. AXN was an obvious choice as the show fits the channel’s philosophy really well. We are looking at 360- degree brand promotion; the ideas are really innovative and first of its kind, to maximize the buzz around the show.”

  • The digital campaign #RightToColour aims to promote equality by making everyone able to experience colours the same way

    Panasonic Lumix empowers colourblind photographers in latest ad film

    By A Correspondent

     

    On Republic Day, Panasonic Lumix and Dentsu Aegis Network empowered colourblind photographers with the #RightToColour through a specially designed viewfinder lens that helps to saturate and balance colour. Bringing the gift of colour, the digital campaign #RightToColour aims to promote equality by making everyone able to experience colours the same way.

     

    Talking about the campaign, Shirish Agarwal, Head, Brand and Marketing Communications, Panasonic India said: “Nearly 8 per cent of people in India suffer from some degree of colour-blindness, there only dream is to be able to see the world as we all see it. Through this campaign we wanted to bring alive the spirit of Republic Day by enabling those affected with the right to colours. Technology has always been at the core of our business and #RightToColour serves as a remarkable example of how innovative solutions can improve the lives of our customers.”

     

    Added Haresh Nayak, Managing Director, C Lab: “At C Lab we believe in creating solutions that enhance a consumers’ experience and subsequently, their lives. This builds brand advocacy and loyalty. Every time we work on a project we are enthralled to see how technology is bringing solutions that one could only dream of. Our effort to bring colour back into the lives of colour blind photographers is an example of what technology can do.”

     

     

  • It urges all mobile phone users in the country to pause, think and send the ‘Back’ emoji to verify the authenticity

    Lava sparks off movement against fake forwards

    By A Correspondent

     

    Lava International launched its Republic Day campaign – #SendItBack last week. The campaign highlights the ongoing menace of fake forwarded messages that create panic and fuel acts of violence. It urges all mobile phone users in the country to pause, think and send the ‘Back’ emoji to verify the authenticity of a forwarded message before sharing it with the others.

     

    Conceptualised and executed by 82.5 Communications, the campaign has been rolled out across various digital platforms including Facebook, Twitter, Instagram and Youtube.

     

    Speaking about this special initiative, Mugdh Rajit, Marketing and S&D Strategy Head, Lava said: “The menace of fake news is growing by leaps and bounds. The fact that India has the world’s second largest number of mobile phone users, makes it very important for us to curb the fake rumours from spreading. Lava is a proudly Indian brand and we believe that it is our responsibility to contribute to society. With #SendItBack initiative we intend to spark-off a movement against fake forwards so that the social media does not become a tool for the perpetrators of the violence. We envision this moment to go beyond the boundaries of the brand, wherein the audience is fighting this social issue in unison.”

     

    Added Sumanto ‘The English Nut’ Chattopadhyay, Chairman and CCO, 82.5 Communications: “India is at the heart of the 82.5 DNA – so we’re grateful to Lava for the opportunity to create communication that benefits the nation.”

     

    Commenting about the launch, Chandana Agarwal, President North, 82.5 Communications, added: “Lava has been running the Proudly Indian campaign for a year and a half and it always picks up messages that are relevant and makes one rethink patriotism. We are very excited about the message this year, with a handset in every hand, it is the responsibility of every Indian to fight fake news. This campaign is an important step towards making people aware of this duty.”

     

     

  • The film not only showcases our innovations over the years but also highlights our  contribution to building the nation

    Godrej Group celebrates india in latest digital film

    By A Correspondent

     

    Godrej Group released its digital film titled #thelittlethingswedo, to commemorate Republic Day.

     

    Commenting on the film, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group said: “We are humbled and honoured to be playing a critical part in our nation’s ‘Making India’ story. The film, #thelittlethingswedo,  crafted through the eyes of little kids is our tribute to India’s seven glorious decades of being a republic and Godrej’s partnership in the growth journey. The film not only showcases our innovations over the years but also highlights our  contribution to building the nation.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “It’s amazing the width and depth of things that Godrej does and makes, and the role they have played in nation building over the last 122 years. The film endeavours to capture all of that in a tone and manner we’ve all come to expect from Godrej – with utter humility and childlike enthusiasm.”

     

     

  • The TVC will be aired in seven languages and will be amplified further on digital and social media

    Sugarlite highlights benefits of giving up on sugar in latest ad film

    By A Correspondent

     

    Zydus Wellness has launched its latest ad film titled, ‘Sugar Badlo, Health Badlo’ for its premium sugar brand, Sugarlite. Launched in 2019, Sugarlite is a natural sugar which delivers 50 per cent less calories than regular sugar for the same sweetness.

     

    Said Tarun Arora, CEO, Zydus Wellness Ltd: “With changing consumer demand and trends, Zydus Wellness has always offered solutions that enable consumers to make better choices and embrace a healthier lifestyle, and been a pioneer at doing so. Currently, the sugar space in India needs to be redefined given that the audience is increasingly becoming health-conscious and regular sugar being the root cause of various health problems. With sugar being an inevitable ingredient in Indian households, our priority is to support efforts to reduce the regular sugar consumption and provide a healthier sugar option with fewer calories without compromising on the taste.”

     

    Conceptualised by Wunderman Thompson, the TVC has a light-hearted take on the relationship between an Indian couple and their on-going concerns around health, especially weight. The film showcases Sugarlite as a versatile product that is used by homemakers who are the gatekeepers of good health for families.

     

    Added Samarth Shrivastava, Sr. VP & Executive Business Director, Wunderman Thompson Mumbai: “In last couple of years there has been a steady shift towards healthier alternatives in the food category. We tried to capture that shift in consumer belief and their values around food choices through this TVC. Sugarlite is like a magical wand for modern homemakers, it empowers them to take care of health and wellness of their family without compromising on taste.”

     

    The TVC will be aired in seven languages and will be amplified further on digital and social media.