MxMIndia

Category: MARKETING

  • Neha Dhupia and Mira Rajput flagged-off a first of its kind 1 Km ‘Pregathon’, for 375 expectant mothers

    Bio-Oil Pregathon encourages pregnant women to take #BigLittleSteps

    By A Correspondent

     

    In line with Bio-Oil’s quest to make motherhood journey a smooth and comfortable one, the brand launched its #BigLittleSteps campaign with a 1km Pregathon. Partnering with Neha Dhupia and Mira Rajput, the brand aims to inspire moms-to-be to stay fit and help them focus on self-care and self-love.

     

    Speaking about the campaign, Suchit Bansal, Business Head, Premium & Digital Personal Care Business, Marico Limited said: “Bio-Oil has always partnered with and celebrated women in their journey towards motherhood, be it through our products or ideas. Pregathon is one such campaign where we are urging them to celebrate this beautiful phase of their lives, and stretch the imagination of what’s possible. Through a 1km symbolic walk, Bio-Oil is encouraging the expecting mothers to stretch their limits, and unstretch their marks! Our association with Neha Dhupia and Mira Rajput is keeping in mind that participating mothers-to-be can resonate with them and would love to hear their experience first-hand.”

     

     

  • Polycrol has been a household name in the East

    Piramal Enterprises ropes in Sourav Ganguly as its brand ambassador

    By A Correspondent

     

    Piramal Enterprises’ Consumer Products Division announced its association with Sourav Ganguly, President, Board of Control for Cricket in India (BCCI) as the brand ambassador for Polycrol, its antacid brand.

     

    Commenting on this association, Nandini Piramal, Executive Director, Piramal Enterprises Limited said: “We are pleased to have Sourav Ganguly as the brand ambassador of Polycrol. Sourav, fondly known as ‘Maharaja’ in Eastern India, has been one of the world’s leading batsmen and a successful captain of the Indian cricket team. His association with Polycrol is a testament to our legacy brand’s strength and trustworthiness.”

     

     

  • Unveils TVC to appeal to the local Maharashtrians

    Tata Tea Gold rebrands packaging in Maharashtra

    By A Correspondent

     

    Tata Tea Gold Mixture announced its relaunch in Maharashtra in Aurangabad. Commenting on the strategy and ideas behind the restage, Puneet Das, Vice President – Marketing – India, Tata Consumer Products said: “As a part of our strategy for Tata Tea, we are entering deep pockets of India to provide a quality tea experience to our consumers which only gets better with our specially crafted blends that are suited to the local taste preferences. Maharashtra is a key tea drinking market, and keeping regional preferences in mind, we are happy to announce that Tata Tea Gold Mixture is now in a new and improved blend which will be enjoyed by the tea lovers of Maharashtra. The quality offering is also reflected in our packaging, shifting from yellow to red & gold, which brings out the preimmunises of our offering. We hope this will be a delightful tea drinking experience and will be enjoyed by the tea loving people of Maharashtra.”

    The product is available in all key traditional and modern trade outlets in Maharashtra.

     

     

  • The digital campaign focuses on bringing out the various utilities of the Victorinox Swiss Army Knife in a way that captures the imagination of the travel-lover and adventure- seeker

    Victorinox Swiss Army Knife launches its first digital campaign

    By A Correspondent

     

    Victorinox India, a brand known for the Swiss Army Knife, in partnership with Blue Ocean IMC has launched an ad campaign to showcase the salient features of the global brand. The campaign brings out the competitive spirit amongst the 15 travel and adventure seeking influencers who had to perform multiple tasks with the help of the Huntsman – a 15-function

     

    While speaking on the campaign, Rohit Haldankar, Head – Digital Marketing, Victorinox India said: “The Victorinox Swiss Army Knife is an exceptional example of quality, functionality, innovation and design, and encapsulates what our 135-year old brand stands for. At Victorinox, we’ve set out on a mission to make the Swiss Army Knife an integral part of every travel-lover and adventure-seeker’s gear, and the first step towards achieving this is to inform, educate and enthrall our target audience. This is also the objective of the #LoveMySAK campaign, which we’ve tried to attain by roping in some of the coolest personalities on Instagram for a thrilling battle of tasks to be accomplished using only the Victorinox Swiss Army Knife.”

     

    Added Rahat Beri, Managing Director – Blue Ocean IMC said: “Far from creating an ordinary influencer marketing campaign, we are cognizant that Victorinox brand with its heritage and legacy worldwide has always endeavoured to strengthen its relationship with its customers. With this as the core, we decided to create a campaign that involved real-life situations not at the comfort of an indoor stadium or studio, but in places where the actual use of the product can be experienced and demonstrated. The #LoveMySAK campaign highlights not just the experiential tool but also fuses the utility and the experience.”

     

     

  • It's rare for a brand to come with two exceptional executions in quick succession, but the Burger King-McDonald's rivalry has ensured , writes Sanjeev Kotnala

    This Burger is Moldy, but..

     

    By Sanjeev Kotnala

     

    Now, it is rare for a brand to come with two exceptional executions in succession. May be it is the rivalry between the two big brands; Burger King and McDonald’s that have made it possible. Personally, I wish for a hattrick.

     

    THE FIRST WIN FOR BURGER KING WITH THE LONELIEST PERSON ON EARTH.

    Recently during the Valentine’s Day week, Burger King made one relook at Ronald, the McDonald’s mascot as the loneliest person on planet earth. One was still admiring the way they did the Valentine’s Day communication when one was rattled with the MOLDY BURGER- celebrating no preservatives.

     

    IMMORTAL MCDONALD’s BURGER.

    Before, the Burger King- Moldy Whooper, let’s talk of the immortal McDonalds burgers. Time to time reports of McDonald’s burgers that seem to defy time has been flooding the internet. There have been reports of people having 10-12-20-year-old McDonald’s Burgers  that have hardly shown any change. They seem to be fresh. The internet even offers the explanation for such a phenomenon- but then life is all about Perceptions adulterated with reality.

    A few of these immortal McDonald’s burgers were recently featured on the internet. One could presume that it may have something to do with the other brand. If it did, then Burger King’s Moldy Whooper campaign becomes that more exciting.

     

    So what is Burger King MoldY Whooper?

    Moldy Whooper is a simple demonstration. A Burger King’s Whooper deteriorating with time, because there are no preservatives added in any component of the Burger King’s Whooper. As per reports, this is Burger King’s way to move towards more natural ingredients and food. Currently No preservative is a claim across 400 outlets in the USA, soon to be the fact across all US outlets and then take on global sales.

    https://youtu.be/oSDC4C3_16Y

    Frankly, it is unappetising to look at. There would be debate among brand strategists and creative teams if this was the best way forward to make the point.

    We must remember, marketing is all about sacrificing and not merely choosing what to present. I frankly have huge respect for the Burger King’s team. They have taken a disruptive way forward to use such a powerful demonstration. Most of us would love to be a part of a Brand team that does such work.

     

    Moldy Whooper, a creative winner too!

    In India, some well-known creative heads have tweeted the possibility of Moldy Whooper winning big time at Cannes. The timing is just right, and most likely, the statements will come true. I, on the other side, am waiting for a hattrick.

     

  • The brand has signed on exciting new talent Siddhant Chaturvedi aka MC Sher of Gully boy fame, as its brand ambassador

    Publicis India rolls out inaugural ad campaign for Ustraa

    By A Correspondent

     

    Ustraa, the men’s grooming brand from Happily Unmarried, has launched its ad campaign titled Ustraawale.

     

    Highlighting the objective behind the campaign, Rajat Tuli, Co-founder, Ustraa said: “Ustraa’s brand personality is playful swagger. In our communication we wanted that to come across very strongly. The agency managed to do just that.”

     

    Adding his views, Rahul Anand – Co Founder Ustraa said: “This is our first brand campaign and a start of Ustraa 2.0, we are super excited about the way the ads have turned out.”

     

    Commenting on the thought process behind the campaign, Ajay Gahlaut, CCO & MD – Publicis India said: “Over the years I’ve realised that great work more often than not begins with a great set of clients. The rest is just semantics. In this case, we started the brainstorming session a couple of days before the presentation. We sat in my beautiful hotel room overlooking the Aravalli hills where we talked about everything under the sun except the brief! And despite our best efforts, an idea or two managed to sneak in and we had to cut short the partying and start typing some scripts about one Ustrawale!”

     

     

  • It is trying to encourage our consumers to strike a chord of playfulness

    Oreo urges consumers to ‘Disconnect to Connect’

    By A Correspondent

     

    Oreo recently launched a new campaign that urges consumers to ‘Disconnect to Connect’, getting away from their technological devices and enjoy moments of playful connections, with family and friends.

     

    Commenting on the launch of the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “In order to connect with people, it’s important to give them utmost time and attention. With our ‘Disconnect to Connect’ campaign, we are trying to encourage our consumers to strike a chord of playfulness with their loved ones by snoozing away from the automated world. Oreo’s brand purpose is to fill the world with more playful moments that bring people together to break through the monotony of adulthood’s seriousness. For over 70 years now, Mondelez India has garnered consumer love and trust on the back of light-hearted, yet meaningful and progressive storytelling, supported by cutting-edge Marketing Excellence. Through this campaign, we aim to continue this momentum by taking forward our company’s vision to ‘Empower People to Snack Right’.”

     

    The new TVC has been conceptualized by FCB Interface. Shedding light on the insight, Robby Mathew, Chief Creative Officer, FCB Interface added: “The innocence of the little girl sending an Oreo by email lent itself to a really cute story.”

     

     

  • The film has been directed by renowned director Prasoon Pandey

    CenturyPly takes ‘Sab Sahe Mast Rahe’ message further in latest ad campaign

    By A Correspondent

     

    CenturyPly has launched a campaign across all leading television channels, theatres and relevant digital platforms to ensure trust in consumers.

     

    The video highlights the brand ethics and highly durable products when the furbished room remains undamaged even after those unintentional tortures on the furniture. The film has been directed by renowned director Prasoon Pandey.

     

    Regarding the campaign, Keshav Bhajanka, Executive Director, CenturyPly said: “CenturyPly, always being a brand of consumer’s trust, has come up with this new TVC which depicts our core message, ‘Sab Sahe Mast Rahe’. Showcasing the chaotic and distressed scenario of everyday household, the narrative of our new brand film reaffirms CenturyPly’s credentials as a leader in the industry, which seamlessly integrates trust and sustainability into customers’ lives. In a world full of uncertainty, CenturyPly will always continue to assure their customers with the best interior service, delivering the intrinsic value of strength, durability and wide ranges of aesthetic designs. We aim to elevate the trust in our consumers , as Centuryply products keeps its promise with water proof, scratch proof, fire resistant, bacteria proof products –assuring a completely worry free experience for customers.”

     

     

  • The campaign presents a humorous take on home loan rejection in this segment

    HomeFirst launches inaugural ad campaign

    By A Correspondent

     

    HomeFirst has launched a new campaign titled “Samman Ka Permanent Address”. Said Rajarshi Mitra, Brand Manager, HomeFirst: “During our day-to-day interaction with the customers, we have found their urge to be respected in the society as a huge driving force in their pursuit to upgrade their current lifestyle. Ownership of a home takes them to the top of that respect chain (if I can put it that way). Together with Concept Communication, we have used this insight to create a fun TVC and a series of print ads.”

     

    Added Rachanah Roy, NCD, Concept Communication: ”The brief was unique and challenging considering the clutter of home loan communication. The respect and acknowledgment spin was an intentional approach as it is an untouched underlying problem. What started as a jingle came to become a fictitious character with a fresh approach to storytelling supported by creative and directional inputs from Anand Karir (A Glass of Whisky Films) our valued partners.”

     

     

  • The #ImwithYellow campaign has been conceptualised by Havas and executed by ADK Fortune Communications

    Prega News takes the neutral route with #ImwithYellow ad campaign

    By A Correspondent

     

    To mark International Women’s Day, Prega News has launched #ImwithYellow, a digital campaign to promote gender equality in the country. The campaign underlines the brands forward-thinking philosophy and creates awareness about sensitive issues that affect society.

     

    The campaign has been conceptualised by Havas and executed by ADK Fortune Communications. The campaign has been launched across all digital platforms including cinema halls, outdoor, radio and e-commerce platforms for wider reach.

     

    Said Rajeev Juneja, CEO, Mankind Pharma: “Prega News has been a frontrunner in raising pertinent issues related to pregnancy and childbirth in the country, which are generally ignored. Indian society is still at large engulfed with preference of male child over female. Labelled in specific colors this has been running through generations and is wrecking the foundation of countrys social progress. Our latest campaign – #ImwithYellow is an initiative to rise against the alarming issue of sex discrimination. It urges people to do away with the clichés of gender stereotyping and focus on health of the baby by standing with Yellow – a colour that symbolizes its health and happiness.”

     

     

  • Flower Will is a promise by FNP to bring back the magical smile on faces of an individual’s loved ones

    Ferns N Petals unveils ‘Flower Will’

    By A Correspondent

     

    To embark the launch of its new service ‘Flower Will’, Ferns N Petals has unveiled a digital ad film called ‘Love Beyond Life’ featuring actors Neena Gupta and Rajat Kapoor with an emotional storyline. The campaign is released across digital channels with #LoveForever including Facebook, Instagram, YouTube and Twitter.

     

    Notes a communique: “Flower Will is a promise by FNP to bring back the magical smile on faces of an individual’s loved ones by ensuring continuous delivery of blooming floral bouquets on every special occasion in the recipient’s life. The service allows a sender to choose a plan varying from 5, 10, 15 or 20 years and assign an informer who owns the task of letting Ferns N Petals know about the demise of the sender.”

     

     

  • Conceptualised by Wunderman Thompson, the #SliceItnaThickKaise campaign aims to engage with the audiences in a fun and quirky manner

    Slice celebrates thick mango drink in new ad

    By A Correspondent

     

    PepsiCo has announced the launch of a new avatar of Slice and launched new TVC campaign, ‘Naya Slice Itna Thick Kaise’, featuring actor and brand ambassador Katrina Kaif.

     

    Speaking on the occasion, Vineet Sharma, Director, Juices, PepsiCo India said: “Mango-based beverage category continues to grow in India with mango fans savoring beverages that offer a taste which is closest to a real mango experience. At PepsiCo, we listen to our consumers and remain focused on evolving our offerings to meet the ever-changing consumer needs. Thus, we have launched the new Slice, which is the thickest and tastiest Mango drink in India. Furthermore, we have launched an exciting new brand campaign featuring Katrina Kaif that will further deepen the brand’s connect, increase awareness and drive trials for the new Slice in the country. We hope everyone will enjoy both the new Slice and our campaign.”

     

    Added Sumati Singh, Executive Creative Director and VP, Wunderman Thompson: “Consumer research showed that Slice is thicker than other mango drinks and this insight formed the core of our creative route. Slice ‘Itna Thick Kaise?’ delves into the fun, quirky reasons that makes the mango beverage so thick. Bringing this creative articulation alive is brand ambassador Katrina Kaif, who is seen depicting every mango lover’s delight rather effortlessly in the new TVC. We are confident that Slice ‘Itna Thick Kaise?’ will resonate strongly with consumers and set the tone for the upcoming summer season.”