MxMIndia

Category: MARKETING

  • The agency will work with Madhur Sugar to penetrate a category which is almost entirely unorganised

    Triton wins creative mandate for Madhur Sugar

    By A Correspondent

     

    Madhur Sugar has awarded its creative duties to Triton Communications.

     

    Virendra Saini

    Commenting on winning the business, Virendra Saini, Executive Director, Triton Communication said: “Winning this business is a very momentous thing for us as an agency. Sugar is a very low involvement product and consumers are generally unaware about the ill effects of consuming loose sugar. In such a scenario it is quite a challenge for a brand to penetrate the market, change habits and become a household name. Our key challenge will be to convert more and more households to move from loose sugar to Madhur Sugar. All our past experience in converting commodities like oil, atta, besan etc. to brands will be useful in meeting this challenge and we are quite looking forward to it.”

     

    Added Falgun Bhatt, Head, Marketing at Shree Renuka Sugars: “Brand Madhur is in a really sweet spot now. While it has been the undisputed no.1 sugar brand, it has further increased the lead with an over 27 per cent growth y-o-y. With Triton Communications, the builder of many iconic brands, coming on board as a brand partner, all the blocks are falling in place for a disruptive and transformative growth. We are very excited and looking forward to a great journey ahead.”

     

     

  • OkCupid is an online dating, friendship and social networking website

    Dentsu Webchutney wins digital and creative mandate for OkCupid

    By A Correspondent

     

    Dentsu Webchutney has bagged the digital and creative duties for dating app, OkCupid India. The account was won following a multi-agency pitch and will be serviced out of the agency’s Bengaluru office.

     

    Prashant Gopalakrishnan

    Commenting on the win, Prashant Gopalakrishnan, SVP, Dentsu Webchutney said: “We are excited to partner with yet another industry giant in OkCupid. Innovative ideas can help overcome challenges in the Indian online dating market. It is a phenomenal market opportunity – one that has been covered in-depth in analyst reports. On a lighter note, as the sole married employee on the account, I believe the rest of the team can truly do justice to it!”

     

     

    Shruti Gupta

    Added Shruti Gupta, Brand Manager, OkCupid India: “OkCupid is about meaningful relationships – on, and off the service. This is why the newest one we are forging with Dentsu Webchutney feels like the beginning of a long and productive journey.”

     

     

  • The ad features an inspirational video highlighting how all dreams can be made possible when you get encouragement from your family

    SBI Life ropes in ace athlete Dutee Chand

    By A Correspondent

     

    SBI Life recently launched its protection focused brand campaign showcasing the power of family support, which fuels one’s inner belief to rise and shine in life. Taking the thought forward, SBI Life roped in Indian sprinter and women’s 100m national champion Dutee Chand, to feature in an inspirational video highlighting how all dreams can be made possible when you get encouragement from your family.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “We at SBI Life, have always advocated the importance of protecting one’s family. In our cultural context, the institution of family has always stood as a bedrock of support. Through the inspirational story of Dutee Chand, we aim to put forth the spirit of happiness and fulfilment experienced by individuals when they have support of their family members. We are honored to have had the opportunity to present Dutee’s life journey and hope this inspires families across the country to encourage individuals to pursue their personal dreams and ambitions.”

     

     

  • iProspect India will offer its services to brand Kotak Life in search engine optimisation (SEO), search engine marketing (SEM), paid social, etc

    iProspect India to handle digital marketing for Kotak Life Insurance

    By A Correspondent

     

    iProspect India has bagged the digital marketing mandate for Kotak Mahindra Life Insurance (Kotak Life). Under this partnership, iProspect India will offer its services to brand Kotak Life in search engine optimisation (SEO), search engine marketing (SEM), paid social, affiliates and display facilities.

     

    Rubeena Singh

    Said Rubeena Singh, CEO, iProspect India: “We are delighted with this win. We will work towards providing unique and innovative digital marketing solutions and growth hacks to brand Kotak Life. Kotak Life Insurance is focused on acquiring customers digitally and now, as partners in their growth story, we look forward to scaling up the digital business of Kotak Life Insurance using our integrated, data-driven and tech-enabled approach.”

     

     

  • New campaign claims Coca-Cola helps in upliftment & positive energy; showcases Ranbir Kapoor in a new avatar

    Coca-Cola campaign on need for +ve energy

    By A Correspondent

     

    We all know of the health hazards of cola beverages, but many of us continue to consume them. Coca-Cola has unveiled a new campaign takes claims how dull, lethargic moments are transformed into uplifting ones when one reaches out for the beverage. The new TV commercial stars brand ambassador and the no-longer-superstar actor Ranbir Kapoor.

     

    Commenting on the campaign, Shrenik Dasani, Vice President – Sparkling Category, Coca-Cola India and South West Asia, said: “The campaign is our attempt at encouraging people to reimagine what they could do to their daily dull moments with a Coke. We’ve been inspired by how teens think about their daily lives and, often with a Coke, how they effortlessly transform even dull moments into epic ones.

     

    While the age-old norm has been to take a pause during idle time, today’s teens are different. They’re not looking to contemplate, they’re looking to participate. They don’t want downtime, they want uptime. And rather than taking breaks once or twice a day, they are fluid, constantly on the move and shifting gears. All this of course needs a lot of positive energy… something a Coke can provide like no other!”

     

    We would recommend consuming the cola with care. And would say a fresh juice or a butter milk are uplifting and healthy.

     

     

  • Sampling and sales campaign aimed to connect, interact with school children and make them experience the various exciting flavors of Laban jellies

    Brand Street executes experiential for Laban

    By A Correspondent

     

    Brand Street Integrated has executed an experiential campaign for ‘Laban Stretchy Man’, the new human-shaped, fruit-flavoured chews from Norwegian brand Orkla. The product has been localised by MTR Foods in India.

     

    Speaking about the campaign, Mayur Gurukkul, Business Head (South), Brand Street Integrated said: “We wanted this campaign to be delightful and exciting since the primary consumers are children. With this campaign we have been able to associate Laban stretchy jelly with an activity that immediately thrills and invigorates participation from their target group and also helps in brand recall as children associate information with emotions.”

     

    Commenting on their campaign, Vipul Goel, Head- Trade Marketing MTR Foods (Laban), added: “We are glad to have associated with BSI for our campaign. They understood our brief very well and planned and executed this campaign to build awareness amongst our primary target group and also enhance our brand by associating with a joyful activity.”

     

     

  • New digital films released by Godrej group, Godrej Expert Rich Crème and Godrej Appliances and  digital campaigns by Cinthol Original Soap, Godrej Locks and Godrej Security Solutions

    Godrej Group brands get together on Women’s Day

    By A Correspondent

     

    To commemorate International Women’s Day, brands across the 122-year-old Godrej group came together to celebrate womanhood and their contribution towards different aspects of life. The Godrej Masterbrand thanked its women employees by featuring them in a digital video on gender equality and women empowerment while brands like Godrej Expert Rich Crème and Godrej Appliances unveiled their campaigns around Women’s Day. The group’s other brands like Cinthol Original Soap, Godrej Locks and Godrej Security Solutions rolled out female-led influencers and digital campaigns.  This year, the International Women’s Day theme was #EachforEqual depicting an equal world is an enabled world.

     

    Commenting on the same, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, said: “At Godrej, we are committed to empowering our women employees to transform their social disadvantages into opportunities. We empower them with the right to make their own choices in their professions. Our objective is to develop an ecosystem where they are given the freedom to enjoy the best of both worlds i.e.  professional as well as personal,” adding “We, as an organisation do our best to understand women’s professional challenges and provide constant support and assurance so that they bring their whole selves to the workplace. The Godrej Masterbrand video highlights the little things that Godrej is doing to support women within as well as outside Godrej to reach their full potential and recognise and appreciate the contribution made by them.”

     

     

  • Bhumi Pednekar signs on to drive awareness on #KeepGirlsInSchool

    Whisper launches new campaign to #KeepGirlsInSchool

    By A Correspondent

     

    Procter & Gamble brand Whisper has released its latest campaign to #KeepGirlsInSchool and prevent them from dropping out when they get their periods. As part of this campaign, Whisper launched its new film that aims to create awareness on how even today, girls across India drop out of school on hitting puberty. The film brings to light the startling fact that 1 in 5 girls are dropping out of school each year and we don’t even notice. To bridge this gap, Whisper reinforces its pledge to double the impact of their existing menstrual hygiene education program by reaching five crore girls by 2022.

     

    The film, conceptualised by Leo Burnett, sheds light on how girls go missing from school during periods and nobody notices. Said Chetna Soni, Category Leader – Feminine Care, P&G Indian sub-continent: “Whisper has become synonymous with challenging societal barriers to menstrual hygiene in the country through its path-breaking campaigns and #KeepGirlsInSchool is the latest edition in the brand’s illustrious history. We pioneered breaking period taboos by using our voice in advertising and media through trail-blazing award-winning campaign #TouchThePickle and following it up with revolutionary campaigns like #SitImproper and #WhispersBreakSilence.”

     

    Added Rajdeepak Das, Managing Director – India & Chief Creative Officer Leo Burnett South Asia “It is shocking to know that even today in India, 1 in 5 girls drop out of school because of period hygiene. We have been partnering with Whisper to not only tell this moving story, but with the #KeepGirlsinSchool initiative we want to jolt people with the reality of these numbers and encourage everyone to join us in our movement to towards achieving 100% menstrual hygiene in the country.”

     

     

  • Bold and versatile, known for her choices and performances, Bollywood actor Kriti Sanon represents Vivel and its philosophy of Ab Samjhauta Nahin

    ITC Vivel ropes in Kriti Sanon as its new brand face

    By A Correspondent

     

    ITC’s personal care brand, Vivel has roped in popular actror Kriti Sanon as its brand ambassador.

     

    Speaking on the occasion, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited said: “Kriti is one of the most dynamic new age Bollywood actors. Vivel with its philosophy of Ab Samjhauta Nahin seeks to inspire women to question the limits they’ve been conditioned into accepting, challenge status quo and therefore enrich their lives with confidence and fulfilment.”

     

     

  • The scope entails building the brand's strategy and managing its creative duties

    Lowe Lintas to manage Sugar Free creative

    By A Correspondent

     

    Sugar Free, a brand owned by Zydus Wellness, has appointed Lowe Lintas as its creative agency. The appointment was an outcome of a multi-agency pitch.

     

    Anaheeta Goenka

    Said Anaheeta Goenka, President, Lowe Lintas: “Sugar Free is a great brand and we are really excited with the mandate. We look forward to this strategic & creative partnership to bring growth to the sugar-substitute category. Here’s to sweet beginnings!”

     

    The Mumbai office of Lowe Lintas will handle the account.

     

     

  • The campaign will run with the hashtag #Youareyou

    Opancho launches digital campaign to celebrate individuality of women

    By A Correspondent

     

    On the occasion of International Women’s Day, Opancho, a for-women-only, contemporary footwear brand, launched a social and digital media campaign titled #Youareyou that highlights and celebrates the uniqueness of every woman individual. The internet campaign showcases powerful stories of some of India’s successful women personalities who have broken the glass ceilings to achieve something meaningful and big in their careers.

     

    Explaining the thought behind the newly rolled out campaign, Dipika Agarwal, Founder-Director, Opancho said: “Being a woman in India is not easy. One of the major reasons that deter women to be the best version of themselves is the questioning and constant criticisms of the people around them. Also, the hardwired conditioning of the patriarchal society many a times makes women believe that their own judgments are flawed, and they need to change their personality attributes to fit in to the society. At Opancho, we have always believed that women are incredibly powerful and capable of breaking all such myths and social stereotypes. So, through our company’s latest digital campaign, we are taking a step ahead to remind every woman to not let go her distinctive personality in trying to satisfy anything or anyone; just be confident and proud of yourself, because even if you seem to be different, ‘You are you’.”

     

     

  • We felt if we could create some such moments in the film that would resonate with the public, says the company COO

    MP Birla Cement unveils Holi-centric ad campaign

    By A Correspondent

     

    MP Birla Cement has launched its latest ad campaign on the occasion of Holi.

     

    Said Sandip Ranjan Ghose, Chief Operating Officer at Birla Corporation: “A beautiful poem, a well written book or a nicely made film are ways in which we can relish and cherish what festivals like Holi mean in our lives. We felt if we could create some such moments in the film that would resonate with the public and stay with them as fond memories, we would have done well. We are fortunate the beautiful poem and the loving picturisation have helped create a beautiful album of relatable moments.”