MxMIndia

Category: MARKETING

  • Metro Shoes has been manufacturing shoes in India since 1947

    Metro Shoes gets vocal about local manufacturing

    By A Correspondent

     

    In an attempt to revive the Swadeshi campaign and embrace #AtmaNirbharBharatAbhiyan announced by Prime Minister Narendra Modi, Metros Shoes has showcased that it adapted ‘Make in India’ even before it was preached. Metro Shoes has been manufacturing shoes in India since 1947.

     

    The creative has been conceptualised by Makani Creatives. Notes a communique: “The idea was to revive the Swadeshi journey that Metro Shoes had with India and urge people to adapt to the concept of ‘Make In India’.”

     

     

  • Fastrack has taken it up a notch by documenting the significant change in their TGs behaviour with the “What You Heart Now” video

    Fastrack’s new campaign showcases how Gen-Z is living the Q-time

    By A Correspondent

     

    To connect with its young TG, Fastrack Reflex has come up with a new video that showcases everything that Gen-Z is doing to keep up with their friends, family and followers in the Lockdown. Fastrack has taken it up a notch by documenting the significant change in their TG’s behaviour with the “What You Heart Now” video.

     

    Ayushman Chiranewala

    Said Ayushman Chiranewala, Marketing Head, Fastrack: “With the campaign “What you Heart Now” the brand laurels the attitude of never letting any situation inhibit the spirits of the youth. The young, outgoing, adventurous souls have made staying indoors happening and fun. Within the four walls of home, they continue doing what they are passionate about, be it socializing over group video calls, acing their coffee-making skills or making TikTok videos. To ensure we connect further to our audience, we have been encouraging them to share their in-house stories with us and tell us what their heart calls out for.”

     

    Puneet Kapoor

    Added Puneet Kapoor, Regional Creative Officer at Lowe Lintas: “The youth is the fastest to adapt and accept the new-normal of how our lives have changed through these lockdown times. The tsunami of fabulous content created in the last 40 days stands testimony to this. What one’s heart desires and how we’ve adapted in these times, has found such numerous expressions and that’s exactly where a Fastrack idea property of #WhatYouHeartNow sits. Kudos to the Shiv-Deepesh team at Lowe to have pulled this quirky content piece amidst the lockdown.”

     

     

  • Tea will distribute food kits to the elderly (above 60 yrs of age), across India, in partnership with Help Age India

    Tata Tea Jaago Re partners with HelpAge India

    By A Correspondent

     

    In the wake of the Covid-19 situation and extended lockdown period in the country, Tata Tea has unveiled a social initiative titled Iss baar #BadonKeLiye #JaagoRe

    Taking this initiative forward, the tea-maker has now partnered with HelpAge India, a leading charity in India working for the elderly, to continue to make a meaningful and genuine change in the lives of elders. With this association, the duo will work towards providing on-ground help to elderly in different states of India during this crisis.

     

    Commenting on the association, Sushant Dash, President, Beverages– India & Middle East, Tata Consumer Products, said: “In these troubled times, it is our simple yet genuine endeavour to contribute towards making a meaningful change and to lend our sincere support to the senior citizens in the country. To help us in our efforts towards the same, we are pleased to get into a partnership with HelpAge India, who have been serving the elderly cause for 4 decades. Together with this association we encourage everybody to also join the initiative and help us in supporting our elders during this crisis.”

     

     

     

    Added Mathew Cherian, CEO , Helpage India: “Helpage India has been working with and for the disadvantaged elderly, serving their needs in a holistic manner, enabling them to live active dignified and healthier lives. During the Covid-19 pandemic, it is all the more important for us to step up and help one of the most vulnerable sections – the senior citizens. We are happy to be associated with Tata consumer products for the Iss Baar #Badonkeliye #Jaagore cause of helping the elderly in every possible way we can.”

     

     

  • ‘Ghar par rehkar Ghar ko Dekha’ highlights things we dream of in our perfect abode

    Magicbricks crowdsources content to launch latest brand film

    By A Correspondent

     

    Magicbricks drove positive consumer sentiment amidst the national lockdown by encouraging its employees and partners to come together for a crowdsourced brand film ‘Ghar pe rehkar Ghar ko Dekha’.

     

    Said Prasun Kumar, Marketing Head, Magicbricks: “The challenge for us while making this film were two-fold. First, how to create a powerful piece of content based on strong consumer insight which also had to be contextual to the times we are living in. And the second was to produce the film remotely from every contributors’ homes. Real estate has been one of the most impacted industries due to the outbreak of Covid-19 impacting the consumer sentiments deeply. And as the leading brand, it is our responsibility to reignite property investment considerations. ‘Ghar pe rehkar Ghar ko Dekha’ is an emotive and engaging storytelling sure to make consumers identify with it and connect at heart. It is almost the most unique effort by any brand under the circumstances.”

     

    Added Ankur Suman, Partner, RK Swamy BBDO, said: “We saw lockdown as a phase where the relevance of Magicbricks was actually amplified! Everyone was talking of staying home and home became the centre of our universe, indeed. But staying at home can be a difficult experience if you are not comfortable in it. This powerful insight was the cornerstone and lyricist Pankaj Bora built a poetic narrative on it. As the lockdown put many restrictions on production, we chose to crowd-source the visuals and the rest.  We wanted this campaign to be realistic and truthful. After all, it is nothing but a reflection of the consumer truth.”

     

     

  • Garners a massive 10 billion views in the first six days alone

    Parachute’s #ChampiBeats garners great traction on TikTok

    By A Correspondent

     

    Marico Limited’s hair-nourishment brand, Parachute Advansed, has launched #ChampiBeats, a campaign to encourage consumers to use the lockdown time to bond with their loved ones over a musical champi. Roping in TV celebrities and influencers, the brand ran the campaign on TikTok, garnering a massive 10 billion views in the first six days alone.

     

    Speaking about this campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Parachute Advansed is a brand that stands for care and nurturance, and shares an extremely strong connect with its consumers. During the on-going lockdown, we felt that the brand can help people make the most of their togetherness, while also helping them deal with the stress of the situation. We launched Parachute Advansed #ChampiBeats on TikTok to turn the ‘champi’ from a mere oiling ritual to a fun and memorable shared experience with loved ones. In collaboration with celebrated stars, we wish to connect with our consumers in a unique and playful way, while staying true to the core value of the brand which is providing superior nourishment.”

     

    Added Venkatagiri Rao, Chief Creative Officer, VMLY&R India & South East Asia: “When you have a unique platform like TikTok, you want to stay true to its nature, rather than treat it as a surrogate platform for airing a commercial message. And #ChampiBeats succeeds in co-opting the language of TikTok seamlessly. It is a digital solution that takes an ancient ritual like the champi and completely reinvents it for the TikTok generation. Creating memorable ‘connected experiences’ and connected brands is what we do at VMLY&R, and this is a very good example of that approach.”

     

     

  • The final logo was selected after screening more than 3000 entries received pan India and will be first showcased on the upcoming V19

    Vivo announces crowdsourced ‘Make in India’ Logo

    By A Correspondent

     

    Vivo, the smartphone brand, has announced the winners of its ‘Make in India’ logo contest today. Bringing to life the brand’s Make in India commitment, the winning logo, designed by Rahul Patel (a design enthusiast from Mumbai) and crowdsourced on Talenthouse India (a Division of Reliance Entertainment) will be printed on all Vivo devices including the recently launched V19. This logo reestablishes the firm’s commitment to stay invested in the country and also reiterates that every vivo device sold in India is made in India.

     

    Congratulating the winners, Nipun Marya, Director-Brand Strategy, Vivo India said: “It is a moment of delight for us to announce the winners of ‘Make in India’ logo contest. It was great to see participants unleash their creativity and share so many wonderful designs. I congratulate Rahul for winning the contest as his design was a perfect blend of all elements that represent India that were strategically placed into a gear mechanism. Ingenious!”

     

     

  • The campaign attempts to shatter the stigma through a simple message

    Red Label highlights need for benevolence in campaign

    By A Correspondent

     

    Brooke Bond Red Label has launched its latest ad film emphasising on the importance of compassion during these difficult times. The campaign attempts to shatter the stigma through a simple message: being told to stay alone is not the same as being left alone.

     

    Said Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India, on the campaign: “Social distancing is the need of the hour but the paranoia in people makes them act in an extreme fashion. This often leads to ostracism of the person suffering from Covid-19. Not only does she or he have to deal with the illness but also the stigma and rejection. Brooke Bond Red Label believes that togetherness can prevail at all times. Yes. You can be physically distant and find a way to care for someone. With this in mind, Chinmay and Akshay wrote the story. Credit to them and the director Buddy, for producing it so beautifully.”

     

    Added Shiva Krishnamurthy, Vice President – Tea & Foods, HUL: “We can be socially connected even while we are physically distant’ is the message that Brooke Bond Red Label would like to convey through this new film. Brooke Bond Red Label’s purpose is to make India more inclusive. We strongly believe that a tasty cup of tea can help overcome prejudices that come in the way of bringing people together. Set in today’s times, this film is yet another execution of our long running Swad Apnepan Ka campaign.”

     

     

  • The campaign highlights the importance of safety and hygiene to fight COVID-19

    Big Bazaar’s Ramzan campaign speaks about the power in prayer

    By A Correspondent

     

     

    https://www.facebook.com/BigBazaar/videos/2470490566598043/

     

    Believing in the power of prayer, Big Bazaar has released a heart touching campaign called, ‘Ibaadat Bhi, Hifaazat Bhi’ (prayers with safety) for Ramzan. The campaign is conceptualised by DDB Mudra and is in line with the brand’s larger initiative of helping every Indian stay safe and protected.

     

    Created, recorded, edited and scripted all by working from home; the campaign has been successful in making an instant connect with its customers across the country.

     

    Speaking about the film, Pawan Sarda, Group Chief Marketing Officer, Future Retail said: “The concept shared by our agency DDB Mudra was so unique that we were absolutely sure we wanted to make this film, despite the lockdown constraints. We decided to shoot it with phone cameras. For us the intent was more important than the production value. The agency shot this film with zero budget.”

     

     

  • The 40- second TVC captures the essence of the brand’s purpose of positive ageing and advocates community living for seniors

    Columbia Pacific unveils its second TVC

    By A Correspondent

     

     

    https://www.facebook.com/Columbia.Pacific.Communities/videos/2566298073582238/

     

    To promote community living as a concept for senior citizens, Columbia Pacific Communities, India’s largest senior living community operators unveiled a new promotional campaign for Tata Sky viewers. The new TVC highlights why community living is the future for seniors in India. It aligns with the brand purpose of positive ageing and clearly positions the offering as “serviced residences for seniors” differentiating it from old age homes.

     

    Highlighting the concept of the TV campaign, Piali Dasgupta, Vice President, Marketing, Columbia Pacific Communities: “Our month-long campaign on Tata Sky Seniors is an ode to the idea of community living, and what it truly means to live in a happy and energising community in your golden years. It’s no secret that loneliness is the biggest killer amongst seniors; a self- sufficient community and with like-minded people is the biggest antidote to isolation and loneliness in one’s advanced years and the secret to ageing positively. Besides, in extraordinary times like this, a community stands for you.

     

    This TVC was conceptualised and scripted by creative agency Famous Innovations and produced inhouse using stock images while adhering to social distancing and quarantine norms.

     

     

  • The digital film encourages people to work out from home

    Gatorade asks people to invest in personal fitness

    By A Correspondent

     

     

    https://www.instagram.com/p/CAM0w03n8oc/

     

    Sports drink Gatorade along with ace shuttler and Brand Ambassador PV Sindhu have released a digital film encouraging people to work out from home.

     

    Said Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India: “Even during these challenging times, it’s heartening to see that work hasn’t stopped for us. We continue to deliver our best. However, while juggling the current Work-From-Home situation, our individual health has taken a backseat and through this video, we intend to encourage people to take out time, work out from home and give due importance to their personal fitness.”

     

     

  • The campaign amplifies Prime Minister Narendra Modi's message of being Vocal For Local and self-reliability

    Kamdhenu Paints launches ‘Be Indian Buy Indian’ campaign

    By A Correspondent

     

    Kamdhenu Paints has launched a new social media campaign titled ‘Be Indian Buy Indian’ to amplify Prime Minister Narendra Modi’s message of being Vocal For Local and self-reliability.

     

    Talking about the campaign, Mr. Saurabh Agarwal, Director, Kamdhenu Limited said, “The fight against the pandemic COVID-19 is a joint effort by the government and citizens of the country. Kamdhenu Paints, as a responsible Indian Company has been doing its bit in contributing to the fight. By leveraging social media platforms to promote awareness and by standing firmly behind the government in its effort, we hope to have played our part and we will continue with our initiatives to reach out to registered painters and other needy in help”.

     

    As lockdown guidelines are being relaxed incrementally, we must continue to cooperate with the government and care for each other as a society. With the economy suffering because of the lockdown, this is the time for us, as citizens, to listen to the appeal made by PM Modi and buy locally produced goods and services only. Kamdhenu Paints encourages everyone to follow all safety guidelines issued by the government and we will continue to stand with the government in its initiatives.

     

     

  • ‘Ghar par rehkar Ghar ko Dekha’ highlights things we dream of in our perfect abode

    Magicbricks crowdsources content for brand film

    By A Correspondent

     

    Property platform Magicbricks is driving positive consumer sentiment in the national lockdown by encouraging its employees and partners to come together for a crowd-sourced first-of-its-kind brand film ‘Ghar pe rehkar Ghar ko Dekha’.

     

    Said Prasun Kumar, Marketing Head, Magicbricks: “The challenge for us while making this film were two-fold. First, how to create a powerful piece of content based on strong consumer insight which also had to be contextual to the times we are living in. And the second was to produce the film remotely from every contributors’ homes. Real estate has been one of the most impacted industries due to the outbreak of COVID-19 impacting the consumer sentiments deeply. And as the leading brand, it is our responsibility to reignite property investment considerations. ‘Ghar pe rehkar Ghar ko Dekha’ is an emotive and engaging storytelling sure to make consumers identify with it and connect at heart. It is almost the most unique effort by any brand under the circumstances.”

     

    Added  Ankur Suman, Partner, RK Swamy BBDO: “We saw lockdown as a phase where the relevance of Magicbricks was actually amplified! Everyone was talking of staying home and home became the centre of our universe, indeed. But staying at home can be a difficult experience if you are not comfortable in it. This powerful insight was the cornerstone and lyricist Pankaj Bora built a poetic narrative on it. As the lockdown put many restrictions on production, we chose to crowd-source the visuals and the rest.  We wanted this campaign to be realistic and truthful. After all, it is nothing but a reflection of the consumer truth.”