MxMIndia

Category: MARKETING

  • IIFL Finance and Rohit Sharma come together to say #SeedhiBaat’

    IIFL Finance signs Rohit Sharma as First-Ever Brand Ambassador

    By A Correspondent

     

    NBFC IIFL Finance has signed up cricketer Rohit Sharma as its first ever Brand Ambassador.

     

    Speaking on the association, R Venkataraman, Managing Director and Co-Promoter, IIFL Group said: “We are glad to announce India’s leading batsman, Rohit Sharma, as IIFL’s brand ambassador. He is renowned for his straight drives. We believe in ‘Seedhi Baat’ or doing business the straight way.  We do this by being customer centric, offering relevant and simple products and ensuring transparency in our processes. Rohit is a living representation of brand IIFL values.”

     

    The first campaign by IIFL Finance with Rohit Sharma, informs a communique, is not a product promotion campaign but a public service message advising people on safety guidelines and rules to follow during lockdown to fight Covid19 outbreak.

     

     

  • Influencer-led campaign to position #SliceKiPeti as the perfect solution for consumers’ mango taste cravings

    #SliceKiPeti Makes Aam ka Mausam Khaas

    By A Correspondent

     

    Mango drink Slice has launched a influencer-led campaign to give a fun twist to the age-old consumer behaviour of buying an ‘aam ki peti’ every summer and  positioning Slice packs as #SliceKiPeti the perfect solution to satiate the mango taste craving.

     

    Speaking on the campaign, Vineet Sharma, Director, Juices, PepsiCo India said: “The onset of summers brings with it the craving for mangoes and mango lovers across the country look forward to the season often buying and gifting “Aam ki petis” to enjoy their  favourite fruit.  Keeping this in mind, Slice is offering a thicker and tastier mango experience with  #Slicekipeti to consumers for the perfect summer indulgence.”

     

     

  • Conceptualised by Sideways, the film sources home videos keeping emotions raw and simple

    Havmor sources home videos for new campaign

    By A Correspondent

     

    Havmor icecream has unveiled a digital campaign titled  ‘Sabse pehle kya karega?’ focusing on what consumers really wants the moment life gets back to normal. Conceptualised by Sideways, the film sources home videos keeping emotions raw and simple.

     

    Said Anindya Dutta, MD – Havmor Ice Cream: “We feel this brand film will specifically help in strengthening our bond further with consumers, many of whom have been waiting to eat their favorite Havmor Ice Cream. We are confident that ice cream consumption will pick up and we are already seeing green shoots.”

     

    Added Abhijit Avasthi, Founder – Sideways: “Havmor is a brand that promises unlocking joy in ordinary moments. Under the given circumstances just the thought of getting back to a semblance of normalcy is a source of joy for most of us. And that’s what we have tried to capture using a nice hummable track.”

     

     

  • Hosts its first ever digital launch to reveal its revamped vision – ‘Wear the Change’ – #DollarBadalGaya

    Dollar Industries unveils new identity with Akshay Kumar

    By A Correspondent

     

    Dollar Industries has unveiled its new corporate brand identity with the credo of ‘Wear the Change’.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries: “Our brand identity focuses on ‘Wear The Change’ which is aligned with our business ethics to constantly innovate and keep up with the trends and changing consumer needs.  The reinvigorated brand identity will provide a new dynamism to the business profile internally, to the end customers and stakeholders,” adding: “Our logo retooling exercise provides the brand a distinct identity. The ‘Knitted D’ symbolises our product line. The rebranding step has been taken to re-organize the brand architecture altogether making the brand visibility more precise and clearer. The company has become simpler in maintaining various categories which in return will make a positive change in the market.”

     

     

  • Launches Desh Ki  Dhara anthem created by Wavemaker and Radio Mirchi

    Dhara supports ‘Be Vocal About Local’

    By A Correspondent

     

    Taking a cue from Prime Minister Narendra Modi’s recent address emphasising on ‘Be Vocal About Local’, Dhara has launched its latest campaign – Zara Sa Badlaav. As part of this campaign, the brand has launched an anthem Zara Sa Badlaav, in association with Radio Mirchi.

     

    The campaign has been conceptualised and brought to life by Wavemaker India. The anthem is supported by prominent RJs of Radio Mirchi stations from across Delhi, Maharashtra, West Bengal and Assam. The anthem features Parzan Dastur, the cute young boy from the iconic ‘jalebi’ advertisement of Dhara, as he re-enacts his iconic scene from the decade-old advertisement.

     

    Talking about this campaign, Dinesh Agrawal, Business Head – Dhara said: “The idea behind conceptualisation of this campaign is to inculcate the habit of buying Indian brand and being vocal about it within our consumers. The campaign tells us as to how a little change can bring-in a lot of changes for the country as a whole. Reliving our first campaign, our viewers take a dip in past by watching this video.”

     

    Added Ajay Gupte, CEO – South Asia, Wavemaker: “Dhara has been an established household brand for years now. We wanted to re-iterate the brand promise along with ‘Be Vocal About Local’ messaging. We believe, #ZaraSaBadlaav is beautiful reflection and rendition of these two messages together. We are absolutely thrilled to bring this campaign alive along with Radio Mirchi and hope to reach millions of households.”

     

    Talking about the campaign, Shivangini Jajoria Regional Director – North & East, of Radio Mirchi said, “Mirchi has always been at the forefront in helping brands to achieve their objectives by conceptualizing solutions as per the need of the hour. Patronizing locally manufactured products is the need of the hour and the Mirchi influencers have come together to lend their voice to this initiative. In our effort to support “Be Vocal Buy Local” initiative, Mirchi has partnered with Dhara Cooking Oils & Wavemaker to spread awareness. I would like to thank the team at Dhara Cooking Oils & Wavemaker for their unequivocal support and I look forward to many such partnerships with them in the future.” #ZaraSaBadlaav #DeshKiDhara #BeVocalBuyLocal

     

     

  • The campaign celebrates the bond between hairdressers and their clients

    L’Oreal launches #LoveIsInTheHair campaign

    By A Correspondent

     

    L’Oréal India’s Professional Products Division has launched a solidarity campaign called #LoveIsInTheHair to acknowledge the unique relationship between hairdressers and their clients that often goes beyond the salon.

     

    Said D P Sharma, Director, Professional Products Division: “Hairdressers all over India have been impacted by the lockdown. Through this campaign, we want to create recognition and appreciation for the special relationship shared between a hairdresser and a consumer. It is often more than just a haircut or colour service; it turns into friendship and family. The campaign is an industry-wide initiative, bringing together the pillars and opinion leaders across the community. We are also drawing upon our own wide L’Oréal customer universe, across our signature brands, to spread the love. With more than 110 years of professional beauty heritage, L’Oréal is committed to serving as a partner and advocate for the industry.”

     

     

  • The campaign theme of “Ab nazdeeki dukaan, aapka bank” underscores Airtel Payments Bank’s distribution reach and its innovative ‘at arm’s length’ retail led model

    Airtel Payments Bank campaign showcases ease of digital banking

    By A Correspondent

     

    Airtel Payments Bank has unveiled a campaign titled “Ab nazdeeki dukaan, aapka bank” that underscores its distribution reach and its innovative ‘at arm’s length’ retail led model

     

    Conceived by Taproot Dentsu, the campaign will have a 360-degree media mix including TV, print and outdoor which will be rolled out in a phased manner.

     

    Said Anubrata Biswas, MD & CEO, Airtel Payments Bank: “We have always had the end consumer at the heart of everything we do as we inch closer to our vision of taking banking services to the underserved majority. We have been extensively working to innovate and build a differentiated and relevant banking ecosystem that is simple, convenient and easily accessible for everyone. With our unique retail based model of small kiranas, medical store and other neighborhood shops that work as banking points, we have been able to making banking services easily accessible across the deeper pockets of the country.”

     

    Added Agnello Dias, Co-founder & Chief Creative Officer, Taproot Dentsu: “Airtel Payments Bank is a sorely-needed advantage in these times and the communication, especially the film, highlights how it can be a life saver when you need it most. The ease and simplicity with which you can open an account is vividly demonstrated in this storyline which dramatizes an emergency in a positive manner.”

     

     

  • As people are gearing up to embrace the new normal, traditional greetings like Salaam/Namaste have never been more relevant, notes PespsiCo India

    Salaam, Namaste with Pepsi & Salman

    By A Correspondent

     

    In an endeavour to make these contactless Indian greeting a part of the pop culture, Pepsi, along with brand ambassador and Bollywood superstar Salman Khan, have introduced a video campaign aims at inspiring the world that greeting each other with Salaam/Namaste is a perfect way to ensure social distancing and yet maintain connections responsibly.

     

    Said an unnamed PepsiCo India spokesperson: “Existing habits and beliefs have never been challenged as much as they are being today. Social distancing will take centerstage as people step out of their homes once again. Public Pepsi® as a responsible brand, aims to champion the cause of contactless greetings by encouraging people to use our old age traditional ways of greetings with Salaam/Namaste.”

     

     

  • The video titled ‘Naye Safar Ki Shuruaat’ showcases Sanjay Mishra reminiscing about fun-filled train journeys in the pre-Covid world and inspires Indians to look forward to a brighter future as we get ready to  travel again

    Ixigo video celebrates dawn of new train journeys

    By A Correspondent

     

    Travel app ixigo in collaboration with renowned bollywood actor Sanjay Mishra has launched a campaign to celebrate the start of train journeys amid Covid-19, highlighting the importance of safety and caution.

     

    The video titled ‘Naye Safar Ki Shuruaat’ showcases Sanjay Mishra reminiscing about fun-filled train journeys in the pre-Covid world and inspires Indians to look forward to a brighter future as we get ready to  travel again.

     

    Notes a communique: “A recent survey done by travel app ixigo with over 5000 respondents  revealed that 57% of the respondents are willing to travel immediately after the lockdown and 77% will prefer travelling via train over other modes of transport. However as travel normalises, for the majority of the travellers, safety and hygiene measures have become  a top priority for all while planning a trip.”

     

     

  • The advertising reinforces the message that Asian Paints Safe Painting Services is totally safe

    Ogilvy Mumbai creates another campaign for Asian Paints

    By A Correspondent

     

    Asian Paints has issued a campaign which includes a TVC that will use ideas across digital and social media platforms to land the message that painting with Asian Paints Safe Painting Services is totally safe.

     

    Speaking about this campaign, Amit Syngle, MD and CEO, Asian Paints Limited, said: “In line with being a responsible and caring brand we are looking at strengthening the Asian paints service brand. We are proactively looking at providing assurance to our customers by supplementing the Asian Paints Painting service with safety and hygiene protocol.

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “This campaign builds on the insight, how we are always curious to know what’s happening in our neighbour’s home. Building on this, it tells a funny story to reassure not just the home owner but his nosy neighbour too about our safe painting services.”

     

     

  • The International Advertising Association (IAA) India Chapter has released a multimedia campaign to focus attention on the need to raise funds to rehabilitate the hapless victims of the Cyclone that caused havoc in the two States

    IAA & Havas India release campaign for Bengal & Odisha

    By A Correspondent

     

    The International Advertising Association (IAA) India Chapter has released a multimedia campaign to focus attention on the need to raise funds to rehabilitate the hapless victims of the Cyclone that caused havoc in the two States.

     

    Said Punit Goenka, President, IAA – India Chapter: “While the entire Nation is fighting against Covid-19, Bengal and Odisha have also been battling with the impact caused due to the cyclone. We have always believed in the fact that effective communication implemented at the right time, positively generates the required change. I am very glad that the team IAA’s India Chapter along with Havas India, instantly synergized and created an impactful campaign, urging people to virtually join hands and support the rehabilitation initiatives. “.

     

    Added Bobby Pawar Chairman & CCO Havas India: “The campaign posed a difficult challenge. How do you get people who are themselves affected by a crisis to care about the plight of those who have been struck by another? The solution was to use the very same things we find hard about our current situation and depict how much worse it is for the millions affected by the cyclone and the pandemic. IAA always rises to the occasion when there is a need and I am thankful to them for letting us be a part of this effort.”

     

    Said Rana Barua, Group CEO, Havas India: “As a member of the IAA and a responsible part of the communications industry, it’s really up to us to create work that stirs the conscience of the world and makes people understand the true extent of this terrible situation in Bengal and Odisha. I am sure this initiative driven by the IAA and Havas will help create an impetus for people to contribute and help in the massive rehabilitation programs.

     

     

  • Launches a lighthearted communication for its Duropedic range, a certified orthopedic mattresses, as stress and pressure on the back mounts

    We have got your back, says Duroflex in new ad

    By A Correspondent

     

    Leading mattress brands Duroflex has launched a communication talking about its Duropedic  orthopedic mattress range as a solution to strained backs.

     

    In a humorous way, Duroflex captures various positions that we tend to take which can strain our backs. Elaborating on the communication, Smita Murarka, Vice President, Marketing, Duroflex, said: “The new normal demands more hours from a person than they have in the day. Hence, day-to-day stress and strain can take a toll on one’s spine resulting in back problems, now that they’ll be sitting in awkward positions while working and doing other tasks at home. This also leads to disruption in sleep schedules. Our message looks to create actionable awareness about Duropedic range of mattresses, India’s only certified orthopedic mattress that provides the best care and restorative support for peoples’ backs whilst they sleep. At a time when we all need to emerge stronger, the Duropedic range of mattresses is an ideal solution to help the body and mind respond optimally to any challenging situation.”