MxMIndia

Category: MARKETING

  • The film is conceptualised by Brand David

    #BeAyurvedaProtected, says Chandrika Ayurvedic Soap in new campaign

    By A Correspondent

     

    Chandrika, the Ayurvedic soap, has launched the #BeAyurvedaProtected campaign with an aim to highlight that Ayurveda and Chandrika “hold age-old solutions to many of today’s new age problems”.  The film is conceptualised by Brand David.

     

    Commenting on the new campaign, Mr. S Prasanna Rai, Vice-President, Marketing, Wipro Consumer Care and Lighting, said: “Chandrika’s new Ayurveda Protection TV campaign has been developed keeping in mind that Ayurveda and Chandrika have trusted been trusted for generations. In the current scenario and information overload on how one needs to take care of themselves, it was important to remind consumers that the trusted and age-old solutions that are well-known secrets are packed with natural goodness. Handcrafted with twice the goodness of coconut oil and seven Ayurvedic herbs, Chandrika Ayurvedic soap has always remained and will provide the required Ayurvedic Protection.”

     

    Added Sharat Kuttikat, Group Creative Director, Brand David: “We are living in the middle of a pandemic, and every minute, we are introduced to a new solution to tackle health contingencies – thanks to social media. Every solution promises to be the best. In such a scenario, what information do you trust? We wanted to reassure people that the solution they should always trust is something that they’ve always known.  Chandrika has been their trusted Ayurvedic soap for generations. Using the device of a secret being shared, we brought to life a warm exchange between friends who are in different locations but have the same strong belief in Ayurveda, and therefore, Chandrika Ayurvedic Soap.”

     

     

  • Madison Media has highest  country market share of 11.1% amongst Top 10 leading independent agencies of the world, notes a communique

    Madison Media is amongst Global Top 5 Independent Agencies, as per Recma

    By A Correspondent

     

    Madison Media has informed  that it ranks fifth in Recma’s Top 16 independent ad agencies list in the globe. Madison Media has the highest country market share of 11.1% amongst largest independent agencies of the world, notes a communique.

     

    Said Sam Balsara, Chairman, Madison World: “It’s the faith and trust of our clients that have helped us grow over the last 33 years. I’m also proud and thankful to all Madisonites, past and present who have been a part of this journey and help continue to grow our agency. Over the years, we’ve scaled up and continue to do so keeping the Madison values at the core of our work. This discovery is indeed good news for us, coming in the midst of Lockdown!”

     

    Added Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH: “We always knew we were India’s largest Independent. For RECMA to crown us largest Market Share Independent in the World, and 5th largest in size is awesome. I have always believed that Media is a local game, built on local market expertise and relationships. Madison has always had a stable and highly respected leadership team. The rigour and excellence we have drilled into our people have made us probably the industry’s best talent pool. But the ones we have most to thank are our Clients who have stayed with us for years and from whom we have learnt so much.”

     

     

  • DDB Mudra will drive strategy and creative for the company in its journey of transitioning from a B2B to a B2C brand

    DDB Mudra South bags Gem Paints mandate

    By A Correspondent

     

    Gem Paints, one of Southern India’s leading manufacturer of paints and coatings, has awarded its creative duties to DDB Mudra. DDB Mudra will drive strategy and creative for the company in its journey of transitioning from a B2B to a B2C brand.

     

    Nitin Gandotra

    Said Nitin Gandotra, Director, Gem Paints: “The benefits of a communication expert for the growth and development of a business is often downplayed. And if one can get into a happy marriage with a name like DDB Mudra, it is priceless. It is going to be a step – up in creating awareness about the existence of an outstanding brand and achieve significant reach in the markets of South India. A fresh & improvised perspective in the objectives, driving strategy, with target to reach the most effective markets & a whole new creative campaign for the company. DDB Mudra undoubtedly has a lot of successful campaigns to their credit. They were chosen and finalised for their vast and thorough knowledge of consumer behaviour in India, extensive reach, and an overall holistic approach.”

     

    Ranji Cherian

    Commenting on the win, Ranji Cherian, President & Managing Partner, DDB Mudra South added: “This oft-repeated divide between B2B and B2C marketing is misleading. The way in which people interact with either B2B or B2C brands is incredibly similar. People rely heavily on emotions rather than information alone to make brand decisions. It’s a pleasure to partner with a visionary leader at Gem Paints who appreciated our deep understanding of social and cultural contexts that moves people at scale.”

     

     

  • The campaign will span across eight states, reaching out to citizen groups in the country

    Godrej & WWF India start campaign for mangrove awareness

    By A Correspondent

     

    At the cost of urban development, many real estate developers are known to have butchered mangroves causing irreparable damage to the environment. On the occasion of International Day for the Conservation of the Mangrove Ecosystems which fell yesterday (July 26), Godrej & Boyce and World Wide Fund for Nature, India (and not World Wildlife Fund, as it used to be called before 1987) has launched ‘Magical Mangroves’, a nationwide campaign which highlights  the significance of mangroves conservation in present times and urges citizens to join the conservation movement.

     

    The campaign will span across eight states including Maharashtra, Goa, Gujarat, Andhra Pradesh, Tamil Nadu, Kerala, Odisha and West Bengal, wherein they will promote awareness on the importance of the mangroves ecosystems and invite citizens to become volunteers to help in promoting the same. The volunteers will be engaged for a period of six months and will be part of webinars, film screenings, online quizzes, digital storytelling sessions among other activities.

     

    Over the last few decades, Godrej & Boyce’s Wetland Management Services team has been actively managing and conserving one of the largest mangroves in Mumbai at Vikhroli. Taking their efforts a notch higher, Godrej has officially joined hands with WWF India to further strengthen the conservation efforts and promote awareness at a much larger scale across the country. WWF India has been working towards conserving wetlands across the country in the high altitudes, floodplains, urban centres and Ramsar sites for over two decades now.

     

    Talking about this initiative, Dr Pheroza Godrej said: “Godrej & Boyce has successfully partnered with WWF on multiple occasions. This endeavour will combine our strengths further and effectively aid us in educating the community to make them understand how small steps taken by them, as individuals, in conserving the mangroves, will eventually contribute to environmental change on a much larger scale in the future.”

     

    Added Ravi Singh, Secretary General and CEO, WWF India: “Mangroves act as natural barriers of climate change, serve as nurseries and breeding grounds for a multitude of aquatic species. Their effect on controlling soil erosion is vital to shaping the topography of our coasts. Recognizing the role of younger generations and concerned citizens as major stakeholders in nature conservation in India, this campaign aims at building knowledge about mangroves as essential yet fragile ecosystems and enables positive action for their preservation.”

     

     

  • Conceptualised by Makani Creatives, the campaign highlights that ‘Not all who stay home, stay safe’

    Maha Women’s Commission launches #UnMuteTheAbuse campaign

    By A Correspondent

     

    The Maharashtra State Commission for Women in association with Makani Creatives launched a public interest campaign, #UnMuteTheAbuse. The agenda being to get people to accept that domestic abuse is a long-standing problem that has seen an increase during the lockdown in India.

     

    Said Aastha Luthra, Member Secretary, Maharashtra State Commission for Women: “It is said that ‘Women make the house a Home.’ It is sad that at times these homes that are supposed to be a safe haven, become the very place where these women are wronged and treated inhumanly. This lockdown has presented several cases of physical and mental abuse where women are forced to stay in their homes with their oppressors. With this initiative, we aim to encourage people not only to raise their voice against domestic abuse but also spread the message and help us in helping the victims get justice and a better life.”

     

    The campaign creative has had netizens talking due to its hard-hitting impact without any violent or triggering imagery.

     

    Talking about the thought behind the concept, Nilesh Singh from Makani Creatives, said: “The best award a creative person can get is to know that his/her work has impacted someone’s life. Domestic violence is an issue that has been around for years but people do not like to talk about it, in fact many don’t even accept that it exists across the country. The creative is an attempt to start a conversation and raise a voice against this problem that needs even more attention during these times. This is our way of supporting the work that Maharashtra State Commission Of Women has been doing for years”

     

     

  • The TVC features cricketer MS Dhoni

    ITC’s Sunfeast launches new TVC for pasta

    By A Correspondent

     

    ITC’s Sunfeast Yippee brand of instant noodless and pastas has launched a new TV campaign to create awareness among consumers about its new pasta range.

     

    Said an ITC spokesperson: “In the new normal world, consumers have shown immense faith in trusted food brands. A heightened demand and rise in consumption for Sunfeast Yippee noodles serves as a testament to this emerging trend. At ITC, we strongly believe that Sunfeast Yippee’s Pasta offering will aptly cater to the consumers’ need for variety during these times. Through consumer insights, we found that mothers want to provide their children with delicious and diverse snacking options, which also satiate their hunger pangs. Through the TVC, we thus wanted to illustrate the multitude of benefits that was offered by the Yippee Pasta range. From Tricolor Pasta range available in Creamy corn and Masala variants and the Pasta Treat range available in Cheese, Masala, Tomato Cheese, Sour Cream and Onion variants, the range is truly diverse.”

     

    Commenting on the campaign, Mahesh Gharat, Chief Creative Officer, Ogilvy South, added: “Through our social media listening, we found that consumers are experimenting with dishes at home. Amongst all, pasta recipes were quite popular of which pictures were extensively being shared on social media platforms. Identifying with the topicality of the chatter, we thought this to be an ideal time to show consumers how they can derive benefits of taste and convenience of preparation with Sunfeast YiPPee! Pasta’s range while we also have MS Dhoni batting for us in this campaign.”

  • Actor Ayushmann Khurrana has released a digital film #RakhiForSisters for men’s grooming brand The Man Company

    Khurrana has been brand ambassador for the grooming brand

    By A Correspondent

     

    Actor Ayushmann Khurrana has released a digital film #RakhiForSisters for men’s grooming brand The Man Company.

     

    Said Hitesh Dhingra, Founder and CEO, The Man Company: “The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality. We at The Man Company take pride in contributing meaningfully to the broader conversations on evolving gender roles and the evolving understanding of positive masculinity,”

     

     

  • The TVC is conceptualised by ADK Fortune

    Greenlams new TVC says ‘Shukar Hai, Greenlam Laminates Anti-bacterial Hai’

    By A Correspondent

     

    Greenlam Laminates is back with a new TV commercial focusing on one of its key product feature of anti-bacterial surface for a healthy and safe environment. The TVC is conceptualised by ADK Fortune.

     

    Speaking on the occasion, Parul Mittal, Director, Greenlam Industries said: “Today, the world is slowly adapting to a new normal lifestyle with a greater emphasis on personal health. If COVID has taught us anything, it is our obsession with hygiene. Rightly so, only a germ-free surface at home and workplace are our first line of defense. Keeping this in mind, Greenlam’s anti-bacterial laminate property becomes utmost important in current scenario. The latest TV campaign is launched with an objective to reach out to a larger audience highlighting the key benefit of anti-bacterial property in Greenlam Laminates and to communicate that the laminate does not just look beautiful but is also effective in retarding bacteria to keep the surface hygienic.”

     

    Added Nakul Sharma, VP & Executive Creative Director, ADK Fortune, said: “We wanted to keep the moment very relatable and slice of life. The aim is to tell people that the need to take precautions around our health exists inside our homes on a day to day basis. And Greenlam with its anti- bacterial range brings ultimate peace of mind to everyone in the house.”

     

     

  • Wavemaker and Red FM have partnered the conceptualisation as well as the execution

    Mother Dairy unveils new ad for Rocket Ice Cream Chocolate

    By A Correspondent

     

    Mother Dairy Ice Creams along with Wavemaker and Red FM has conceptualised and executed  the brand’s latest campaign for Rocket ice cream chocolate.

     

    Speaking on the initiative, a Mother Dairy spokesperson said: “It has been our constant endeavour to introduce enticing ice cream flavours to our consumers to keep them delighted throughout. This year has been no different with the launch of a unique Ice Cream Chocolates category under the new brand Rocket. To engage and excite the imagination of young target audience our creative partner Ogilvy has created an awkwardly cute and adorable inter galactic alien-Neila as the brand mascot. Here is a fun piece of Neila trivia, the name Neila isn’t just derived from the alien’s color as referred to the color Blue in Hindi, but it is also the word Alien spelt in reverse – Neila.”

     

    Added Karthik Nagarajan, Chief Content Officer, Wavemaker India: “Our work is only as innovative as our clients and partners. Adaptive marketing is all about brands understanding popular culture and becoming a part of it seamlessly. Neila is a playfully innovative way of using meme marketing to cut through the clutter and making the brand endearing to the customer. Mother Dairy has always been supportive of contemporary campaigns that drove us to design this fun campaign along with our partner Red FM”.

     

    Commenting on the association, Nisha Narayanan, Director and COO, RED FM and Magic FM, said: “An innovative product needs an innovative campaign and we are happy to be associated with Mother Dairy for the launch of Rocket, Ice Cream Chocolate. The thought behind this campaign was to create more conversations and playfulness around the newly launched product by Mother Dairy.”

     

     

  • Under this partnership, DAN India will now also include Snapchat as one of its priority platforms to distribute adspends for its brands serviced across the network

    Snapchat, DAN ink strategic partnership for India

    By A Correspondent

     

    Tarika Maini Soni

    Multimedia messaging app Snapchat has inked a strategic partnership with Dentsu Aegis Network (DAN) for India.  Under this partnership, DAN India will now also include Snapchat as one of its priority platforms to distribute adspends for its brands serviced across the network. This latest alliance is expected to fuel Snapchat’s growth in the region and further support advertisers who intend to reach out to and connect with Gen Z. Said Tarika Maini Soni, India, Head Commercial Strategy and Ad Monetization, Snap Inc: “We are excited about this partnership with Dentsu Aegis Network. This will definitely allow us to work with their exciting set of brands and create campaigns that will resonate with their target audience. We know that Gen Z actively engages with Augmented Reality campaigns on Snapchat and, through our deep knowledge of this audience, we are able to build highly creative, effective and measurable advertising solutions for our brand partners.”

     

    Anand Bhadkamkar
    Anand Bhadkamkar

    Added Anand Bhadkamkar, CEO, Dentsu Aegis Network India: “As our share of wallet grows in the digital space, we are thrilled to associate with Snapchat. The partnership is a great opportunity that will help our clients to engage with Gen Z in an immersive way from the comfort of their homes. Also, our strong presence and deep market relationships within India will help support Snapchat’s mission in the country.”

     

    So does this mean DAN will prefer Snapchat over Facebook and Twitter?

     

     

  • The new campaign is titled ‘Nok-Jhonk Bandhan’

    Ferns N Petals celebrates Raksha Bandhan

    By A Correspondent

     

    This Rakshabandhan, Ferns N Petals has come up with a new campaign titled ‘Nok-Jhonk Bandhan’.

     

    Said Manish Saini, COO, Ecommerce, Ferns N Petals: “With our brand new Raksha Bandhan campaign, we are trying to showcase that Fights, teasing, competing and kicking are part and parcel of all the love, that every sibling carries forward with their lives. The enduring years of fights for silly things like who gets a bigger share or who is the most favourite of Mom and Dad, are most common teasing between siblings. With growing years, the same innocent fights turns into abysmal love for each other and the bond gets stronger despite all casual and serious indifferences. Hence the campaign, Nonk-Jhonk Bandhan.”

     

     

  • The 360-degree marketing campaign is titled ‘Rush of Supremacy’

    Dentsu One creates campaign for new Honda City

    By A Correspondent

     

    Dentsu One has created for Honda Cars India (HCIL) a 360-degree marketing campaign, ‘Rush of Supremacy’, for the new 5th Generation Honda City.

     

    Speaking on the campaign, Rajesh Goel, Sr VP and Director – Sales and Marketing, Honda Cars India said: “The mission was to deliver supremacy from the word go, and so began our journey of creating a car with a strong and robust road presence, delivering excitement and security with an intelligent package that offers superior value to its ambitious customers. The goal of the campaign was to bring all these pillars alive in a tone and manner that is true to the original sedan – the Honda City. The campaign resonates aptly with the City buyer who commands absolute supremacy and is assertive about the intelligent choices he makes.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “It’s one thing to pack in a punch when a product is launched; it’s quite another to do it year after year, decade after decade. When we were briefed on this iconic car’s new offering, we were absolutely excited. In the past, we had created campaigns like ‘Worlds Ahead’ and ‘Forget The Toys’ for Honda City but seeing what the 5th Generation model has to offer, we thought it’s time to introduce some excitement into the DNA of the brand. Now for years, people have been saying that it gets lonely and boring at the top. We thought it is time to bust that myth. Because with supremacy, comes a great new feeling, a whole new rush. Despite the lockdown, God helped us execute every nut and bolt of this campaign with various assets, across different platforms. The Honda Connect campaign, featuring several videos around the Boss Dog, was great fun too.”

     

    Said Abhinav Kaushik, Executive Vice President, Dentsu One: “The Honda City is a true legend that’s been able to resonate and stay relevant for over two decades. And this new generation of Honda City is no different. Keeping the client brief in mind, we have looked at the brand truth by asserting City’s unrivalled leadership position and amplifying the dynamism and excitement that the new generation Honda City offers to its owners. The campaign reflects these two facets of the brand and will sure fire the segment with much needed dynamism and excitement.”