MxMIndia

Category: MARKETING

  • The run machine will be the face of Noise’s Fitness Wearables Category

    Noise ropes in Rohit Sharma as its brand ambassador

    By A Correspondent

     

    Noise, a consumer electronics brand, has announced its partnership with cricketer Rohit Sharma.

     

    Said Gaurav Khatri, Founder of Noise: “We’re delighted to announce our partnership with Rohit Sharma, who truly is one of the greatest cricketers of our time. His dedication to the sport adequately mirrors the commitment we feel towards providing our customers with the best. Together, we look forward to propagating a positive message; One which resonates with youngsters, advocates following one’s passion, and encourages the youth to listen more carefully to their inner noise.”

     

     

  • Kartik will be endorsing Bombay Shaving Company’s shave and facial grooming range

    Bombay Shaving Company ropes in Kartik Aaryan as brand ambassador

    By A Correspondent

     

    Men’s grooming brand Bombay Shaving Company has roped in Kartik Aaryan as its new brand ambassador.

     

    On the partnership, Shantanu Deshpande, CEO, and Founder at Bombay Shaving Company said: “Ever since we launched, Bombay Shaving Company has grown to be one of the most successful men’s skincare and grooming innovations in the country and has played a lead role in the premium segment, offering the consumers a unique and indulgent experience. We wanted a celebrity who not only endorses but believes in the product too. Kartik exudes those vibes quite strongly and brings a relatability quotient to the table. Kartik embodies the spirit of a young, feisty startup – he is self-made in an industry where it is rare, has garnered fanfare based on his talent alone. His appeal among the younger audience is exceptional and we believe he will play a big role in Bombay Shaving Company becoming a salient brand for men.”

     

     

  • Highlighting the unique power of storytelling through the medium of sound, Audible Suno recently rolled out its 360-degree marketing campaign

    Audible highlights power of storytelling with Suno

    By A Correspondent

     

    Audible has rolled out its marketing campaign, which highlights the power of storytelling through the medium of audio. Conceptualised by Orchard, the key goal of the campaign was to bring alive the true power of storytelling by sparking imagination. Audible Suno is a free service that aims to reignite India’s long-standing love for the spoken-word format and to bring alive the experience of consuming content via audio.

     

    Said Shailesh Sawlani, Country Head, Audible India: “At Audible, we believe in the power of storytelling and, more importantly, we believe in the power of one’s imagination. Audio is an intimate, immersive medium that transports one back to a time when imagination is all one had to bring a story to life. With Suno, we want listeners everywhere to experience and visualize each story vividly, with the aid of our beloved talent like Tabu and Anurag Kashyap. We hope to reignite the love for storytelling and listening through our campaigns.”

     

    Added Gaurav Dudeja, EVP and Branch Head, Leo Burnett Orchard Bangalore: “Audible Suno is a one-of-its-kind service. At a time OTT video content is expanding so rapidly, building a campaign for an audio brand was as unique as it was satisfying. The campaign is designed to highlight the powerful experience that audio has to offer, showing how captivating it can be. It uses simple and relatable moments in one’s life to showcase the need for gripping storytelling, which is further enhanced by the power of one’s imagination. The creatives were designed to grab attention and show that audio is indeed a game changer in today’s world, and can be enjoyed on-the-go for free.”

     

     

  • Marketers give newer digital channels the benefit of doubt, notes Nielsen’s Annual Marketing Report

    Aligning RoI Perception with Reality

     

     

     

    By A Correspondent

     

    Nielsen’s Annual Marketing Report titled The Age of Dissonance sheds new light on how marketers perceive the effectiveness of digital and traditional channels, if their perception is driven by measurement data they can trust, and what ultimately influences budget decisions.

     

    Consumers’ path to purchase is growing more fragmented by the day. Marketers need to know which channels will effectively reach consumers along their journey in order to create the marketing mix that works best. Yet Nielsen found that investments in channels are often driven by a sense of effectiveness that isn’t entirely grounded in reality, leading to wasted spend and missed opportunities.

     

    The research, based on a Nielsen survey with marketers at more than 360 brands and agencies around the globe, found that:

    • Marketers hold digital channels to a different standard than traditional channels, despite lack of confidence in ROI. Digital channels are perceived to be effective and invite more spending, even when that effectiveness cannot be readily verified.

    • Data quality is a top priority for just 28% of respondents. Despite the benefits of using high quality data, data quality ranks low on the list of marketing priorities—well behind targeting, ad creative and reach.

    • Marketers place a much higher priority on advertising than trade promotions. Most marketers discount the value of trade promotions, despite opportunities to use them to learn about their customers’ in-store purchase behaviours.

    • Marketplace challenges are slowing the adoption of over-the-top (OTT) TV. To capitalise on the promise of OTT, brands must overcome internal knowledge gaps and partner with vendors to address measurement and media planning efficiency/ transparency concerns.

    • Marketers prioritise new customers over old. Despite the value of existing customers, the majority of marketers are focused on acquiring new customers and increasing branding awareness, with just 8% of marketers focused on reducing churn.

     

    Said Matt Krepsik, Global Head of Analytics, Nielsen: “Marketers are seeking greater accountability in today’s increasingly omni-channel landscape, yet we learned through this study that their investments in media are often driven by perception versus reality,” adding: “The good news is that the industry is working hard to bring credible measurement solutions to market, not just to make sense of newer digital channels, but to provide comparable metrics across all channels. Only then can marketers think holistically and make smarter investments across the entire customer journey.”

     

    The survey responses were collected between January and March 2019. The sample consists of 247 brand executives and 116 agency executives for a total of 363 respondents, with nearly 80% of participants at the Director-level and above.

     

    For more key findings and recommendations for marketers, please download the report here.

     

     

  • Publicis India will be providing full-service responsibilities for the brand including advertising, strategic direction and digital ideas

    Publicis wins creative mandate of Emami Navratna

    By A Correspondent

     

    After a keenly contested multi-agency pitch, Publicis India has bagged the creative mandate of Navratna. The account will be serviced out of the agency’s New Delhi office. Publicis India will be providing full-service responsibilities for the brand including advertising, strategic direction and digital ideas.

     

    Confirming the appointment of Publicis India as the creative agency, Harsha V Agarwal, Director, Emami Limited said: “We are happy to be associated with Publicis India. They bring on board their insights on brand building gathered over years of experience in marketing communication which would be of much value.”

     

    On winning the mandate, Srija Chatterjee, MD, Publicis India added: “Emami is a leading name in the FMCG space and we are delighted that our communication idea found resonance with what Emami has in mind for its brand Navratna for the Indian market. Despite Navratna being a familiar name with the masses, they have high expectations in terms of where they aspire to be in a few months from now. We are confident they will achieve this dream in the quickest and best way possible.”

     

     

  • Popular singers lend their voice to this multilingual tribute to the country

    B Natural celebrates India in digi campaign

    By A Correspondent

     

    ITC’s B Natural Fruit Beverages in collaboration with Alive India, has released a multilingual music video celebrating the power of India and showcasing the diversity of its talent and resources. Through its narrative, B Natural celebrates the idea of ‘One Nation One Music’ and promotes the feeling of Indian-ness.

     

    Commenting on the initiative, Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Limited, said: “This musical ensemble very aptly reflects B Natural’s ethos of celebrating Indianness, an attribute which the Brand takes pride evidenced by our proposition as we bring to consumers the fruits of the labour of our Indian farmers through our beverages.  We hope this video inspires the feeling of pride and gratitude among the consumers towards our country and help build this ethos.

     

     

  • Launches a new brand campaign #LiveTheConstitution, which garnered 2.9 Million views & 30,000 shares in less than 72 hours

    Adani pays tribute to India with #LiveTheConstitution

    By A Correspondent

     

    On the 71st Republic Day, the Adani Group launched a unique digital idea that reflected the spirit of India as a nation. The film #LiveTheConstitution is an attempt by the brand which aims to revisit the Preamble to the Constitution of India which represents the basic philosophy and fundamental values

     

    Notes a communique: “Through this campaign, Adani Group aims to connect with the millennials and younger audiences who are not afraid to speak their minds on democratic rights and the meaning of being truly Indian. Younger citizens of today are the future of tomorrow, who have experienced traditional India and will working towards building a better future.”

     

     

  • Fulcro will work on the design, development and Integration of the consumer experience

    Canara HSBC OBC Life Insurance to experience Adobe Exp Cloud

    By A Correspondent

     

    Canara HSBC OBC Life Insurance has appointed Fulcro Technology to implement its next generation digital commerce experience using Adobe Experience Cloud. Fulcro will work on the design, development and Integration of the consumer experience and Purchase and onboarding journeys and create new intelligence powered experiences for Canara HSBC OBC Life Insurance customers.

     

    Speaking on the win Sabyasachi Mitter, Managing Director, Fulcro, said: “The Insurance sector has always been heavily regulated and as a result, the customer experience online is impacted by the rules set forth. Canara HSBC OBC Life has demonstrated that they work towards bringing an easy to understand product and process to their customers. Fulcro is proud to work with them to bring this vision to life digitally. The client appreciated the deep knowledge of consumer behaviour,  user experience design and technology capabilities that Fulcro brought  to the table at an extremely competitive price point and fast delivery timelines.” Mitter added.

     

     

  • The campaign will be rolled-out as digital, print and OOH

    Ashiana Housing opens up conversation on wholesome upbringing

    By A Correspondent

     

    Ashiana Housing has launched its latest campaign that promotes its three ‘kid-centric’ projects. The campaign, conceptualised and executed by Dentsu India, includes three films and various digital assets.

     

    Said Varun Gupta – Director Ashiana Housing: “The five pillars of Kid-Centric Homes come together to create an environment that fosters physical, intellectual and emotional growth of children to make them better human beings. It will make them winners not just at the work place but in life as well”.

     

    Added Malvika Mehra, Chief Creative Officer, Dentsu India: “Our positioning for Ashiana Kid-Centric Homes has never been about selling four walls but more a way of life for kids today, to make them better citizens tomorrow. As a follow up to the original launch campaign ‘Behtar Parvarish Ka Pata’, with this new set of films, we’ve planted another new thought ‘Bachchey aaj jo seekhenge, wohi to kal duniya ko seekhayenge’ (what kids learn today, they will teach the world tomorrow). Ashiana Kid Centric Homes which are truly designed to provide quality upbringing for your kids, deliver this promise beautifully”,

     

     

  • The brand is now directly communicating its strengths through a TVC

    Don’t let pain prohibit freedom, notes Omnigel in ad

    By A Correspondent

     

    Cipla’s Omnigel has launched its ad campaign to strike a chord with Indians while reinforcing that Omnigel keeps one pain-free and uninterrupted.

     

    Said R Gopalakrishnan, Senior Vice President and Head, India Generics at Cipla: “Over two decades, Omnigel has been recommended by a large number of pharmacists for body pain caused by various reasons. Through the television commercial we aim to inform those individuals, troubled by recurrent aches, about Omnigel, which helps with beneficial and speedy solutions. The gel has a unique formula which not only provides relief but also leads to a faster recovery.”

     

    Commenting on the same, Shivam Puri, CEO, Cipla Health said, “We are humbled by how our consumers have bestowed their trust in Omnigel all these years. The primary objective of this television commercial is to inform individuals about not missing out on the little joys of life due to any kind of body pain, for which easy and immediate solutions are available. Our brand tends to give multiple solutions for a large number of body ache related issues.”

     

     

  • The ad features Abhinav Kumar, Paytm’s Vice President, Product Marketing explaining the brand new product to the merchant partners

    Paytm’s brings back Abhinav ‘Trivago’ Kumar in new campaign

    By A Correspondent

     

    Paytm has rolled out a new digital ad targeting its 10 million-plus merchant base. Taking a different approach to promote its ‘All-In-One QR’ code and getting the messaging across to merchant partners, former Trivago face Abhinav Kumar who is now Paytm’s Vice President – Product Marketing, features in the advertisement.

     

    The communication is targeted at merchants across the country who have had to grapple with setting up multiple displays and QR codes at their shops to accept payments via Paytm wallet, RuPay cards or through United Payments Interface-enabled apps. Said Kumar: “Modelling or appearing in ads has always been a fun gig for me. It is good that I have a recall value from my older ads which can be used for a better explanation of the new products and launches. I have always believed that employees are the best brand ambassadors for a company and a brand. They know more about the products and services offered by their company and are passionate about explaining and helping in delivering the right yet a simple message without too many distractions. The ‘All-In-One QR’; code enables merchants to accept unlimited payments directly into their bank accounts at 0 per cent fee.”

     

    Added Jaskaran Kapany, Marketing Head, Paytm: “This campaign aims at highlighting the benefits of the ‘All-in-One QR’ proposition for our valued merchant partners across the country. We wanted to tell our Merchant partners that the Paytm ecosystem will always keep innovating and bringing out new products to bring in ease of doing day to day business. And all this at zero cost for them. The ad reinforces the fact that the All-in-One QR is a must-have business tool as it is only payment QR that allows merchants to accept payments from a slew of payment instruments and offers a world of unparalleled convenience to make their lives easier i.e single point of reconciliation, Digital Khatabook etc. We are confident that his clutter-cutting execution with a tongue-in-cheek and humorous take will resonate well amongst our Merchant partners”

     

     

  • They will help create awareness about Mutual Funds, as the preferred investment option

    AMFI gets Sachin, Dhoni to promote MFs

    By A Correspondent

     

    AMFI has announced that it has signed cricketing icons Sachin Tendulkar and MS Dhoni for their ‘Mutual Funds Sahi Hai’ campaign, to help create awareness about Mutual Funds, as the preferred investment option.

     

    Speaking on the occasion, Nilesh Shah, Chairman, AMFI said: “Sachin Tendulkar and MS Dhoni evoke unstinted trust and high dependability, and their longer-term orientation in their respective cricketing careers, has been akin to retail investors having equally longer term approach towards investment. Longer term approach be it, in cricketing career or in Mutual Fund investments can deliver rich dividends be it for cricketers or investors, alike.”

     

    Added NS Venkatesh, Chief Executive, AMFI: “After three years of Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the  conversation with the retail investors across the country to the next level, by engaging the cricketing icons.”