MxMIndia

Category: MARKETING

  • JSW comes in place of Daikin Air-Conditioning who had been the Delhi franchise’s Principal Sponsors since 2015

    JSW is Principal Sponsor of Delhi Capitals

    By A Correspondent

     

    Delhi Capitals has announced JSW Group as the IPL team’s Principal Sponsor for the upcoming season of the Indian Premier League. JSW comes in place of Daikin Air-Conditioning who had been the Delhi franchise’s Principal Sponsors since 2015.

     

    Commenting on the new sponsor, Parth Jindal, Chairman and Co-Owner of Delhi Capitals said: “We at the JSW Group  see this as a tremendous opportunity to step in as Principal Sponsor for the Delhi Capitals. DC embodies the same zeal, desire and hunger as JSW and thus we are proud to be the principal sponsor of the Capital city’s IPL team and wish them all the best for IPL 2020… The upcoming edition of the IPL will be different for more reasons than one. I have full faith in our team’s players and coaching staff to better the results of the previous year. I wish them all the very best as they prepare to depart for UAE.”

     

     

  • The account was won following a multi-agency pitch and Thought Blurb will now be handling the 360-communication mandate for InterMiles

    Thought Blurb bags InterMiles creative mandate

    By A Correspondent

     

    Creative agency Thought Blurb has bagged the mandate for travel and lifestyle rewards programme, InterMiles (eka JetPrivilege). The account was won following a multi-agency pitch and Thought Blurb will now be handling the 360-communication mandate for InterMiles.

     

    Zameer Kochar

    Said Zameer Kochar, Vice-President (Marketing & Member Engagement), InterMiles: “InterMiles has evolved into an everyday travel and lifestyle rewards programme fulfilling the aspirations of its 10 MN+ members with relevant and engaging value propositions. In Thought Blurb we found an able creative partner to bring our brand vision to life. With their expertise and acute understanding of the category and consumer sentiment, we are confident that this partnership will truly be rewarding for both of us.”

     

    Vinod Kunj

    Added Vinod Kunj, CCO and Managing Partner, Thought Blurb: “InterMiles is a one of a kind player in the market, and we’re really excited to be working with such a dynamic brand. Right now, we believe it’s more important than ever that brands strengthen their relationships with their customers. For us, InterMiles’ expanded offerings is a big opportunity to connect with customers in new ways through digital platforms and build relevance for the brand.”

     

     

  • The activity started on Independence Day and concluded on World Senior Citizen Day 2020 (August 21)

    Friends Adult Dry Pants launches unique Azaadi Mubarak campaign!

    By A Correspondent

     

    Friends Dry Pants, the flagship brand of Nobel Hygiene, designed for people suffering from urine leakage, launched an onground activation to drive home the Azaadi Mubarak campaign. Over 350 sales representatives across more than 30 cities throughout the country, wore the Friends Adult Dry Pants as they introduced the new product to the retail market. The activity started on Independence Day and concluded on World Senior Citizen Day 2020 (August 21).

     

    Commenting on the same, Kartik Johari, Vice-President – Marketing & E-commerce, Nobel Hygiene, said: “This was a completely voluntary activity that we had requested our teams to participate in. We are overwhelmed with the enthusiastic participation of our team. Their efforts have made this activity a success. This unique initiative not only enhanced brand trust and established the efficacy of the product in the market but also helped our young sales representatives gain a new perspective of the comfort the product can provide. This has also helped encourage more conversations on the subject moving us a step closer to destigmatising this category.”

  • It has been conceptualised and directed by Abhijit Avasthi from Sideways Consulting and Prasoon Pandey from Corcoise Films

    Great Learning launches its first TVC

    By A Correspondent

     

    Edtech firm Great Learning has launched its first television campaign titled ‘Power Ahead’. The campaign has been conceptualised and directed by Abhijit Avasthi from Sideways Consulting and Prasoon Pandey from Corcoise Films.

     

    Said Hari Krishnan Nair, Co-founder, Great Learning: “Lifelong learning is the new normal for all knowledge workers today. One cannot hope to grow in their careers without learning new skills on a regular basis. In fact, the willingness to learn and upskill is a key parameter that companies are looking for when hiring professionals today. With ‘Power Ahead’ we intend to encourage professionals to aim high, upskill regularly and keep themselves prepared for the big opportunities. Through this TVC, we are engaging in a dialogue with our customers, in a language and context that they will relate to – while communicating our core mission to make professionals proficient and future-ready.”

     

    Added Abhijit Avasthi, Sideways Consulting: “I am really excited to lay the foundation for the Great Learning brand story. With the world changing so rapidly, in the coming years upskilling is going to be crucial for India and its workforce. Our story brings alive an absolute truth – ‘growth only comes from learning’ – in a relatable manner that most of us have encountered at some point. I believe in an inward looking, degree-obsessed category, this film is a breath of fresh air.”

     

    Said Prasoon Pandey: “It was deeply satisfying for me to work on this film because it is a really sensitive story about a great friendship in the backdrop of Career Enhancing Programmes that could actually propel friends into very different orbits.”

     

     

  • Initiates #ThankYouNurses campaign

    This Onam, Parachute Advansed Gold salutes nurses

    By A Correspondent

     

    Marico Limited’s hair nourishment brand, Parachute Advansed Gold, has launched a digital campaign, this Onam, honouring the unparalleled spirit of nurses across the country. The #ThankYouNurses campaign, led by a digital film conceptualised by VMLY&R, salutes the brave warriors and provides a platform for all Indians celebrating Onam to come forward and express their gratitude for the nurses through their Pookalams, a popular floor decoration with flowers which is an integral part of Onam celebrations.

     

    Said Koshy George, Chief Marketing Officer, Marico Limited: “As India continues its fight against the pandemic, we wanted to honour the nurturing spirit and tireless efforts of the nurses who have ensured millions of Covid survivors are with their families this festive season. Parachute Advansed Gold stands for care and nurturance and has a deeper connect with the consumer larger than just hair. With this heartwarming ode, Parachute Advansed Gold aims to not only salute them, but also encourages every individual to remember them and dedicate their pookalams to the unparalleled spirit of these warriors”

     

    Added Venkatagiri Rao, CCO VMLY&R India: “As the festive season kicks off, we had to remind everyone that while we’re getting busy returning to our new normal, for nurses on the frontline, nothing has changed. They continue to fight the grim fight, every single day. So, it was important to make this festival about gratitude and remembrance. And who better to channel that gratitude for us than Covid survivors. We made real survivors the voices of Parachute Advansed Gold’s  #ThankYouNurses film. Hopefully, the world will follow their lead. And most importantly, never forget what they owe the brave nurses.”

     

     

  • The branding exercise spanned across the haircare range and hand rub

    Bizongo Designs new image for Sesa

    By A Correspondent

     

    Bizongo, the digital supply chain system for auto-replenishment of packaging, which also designs and develops packaging solutions announced the unveiling of the new brand image for FMCG major Sesa’s haircare range and hand rub.

     

    Said Sachin Agrawal, Co-founder and COO of Bizongo: “I am delighted with the new brand identity that Bizongo’s in-house design team created for Sesa. It fulfils the challenge of retaining aspects that made it such a popular product while including changes in the logo and packaging design to make it more aspirational. The new design is more sophisticated and contemporary to target younger consumers and serve the product well even in export markets without losing its unique personality.”

     

     

  • Every communication cannot be award-winning, so should critics take a walk? Sanjeev Kotnala discusses

    Judging Communication Differently

     

    By Sanjeev Kotnala

     

    A TVC or DVC or any other video needs to be judged in its totality. We all have our own palate for judging them and brand them as good or bad. We must realise, there will be frames you did not like and could have been done better. The casting, editing, script, dialogues, direction- there are multiple possibilities of areas to excel and go down.

    If communication is achieving its objective and is strategically sound for the brand, then everything is fine, and critics can go take a walk. However, we are in an industry where we value judgment and get affected by the buzz around the communication. We forget that the real test is in the market.

    Every communication cannot be award-winning, but it should be an award-winning output for the time, money and media weights deployed behind it. Hence always maintained that one must invest more in creative product to ensure the best production even at the cost of losing some media investment. A good product exposed fewer times will give a better result than a Bad product exposed many times. No argument there, yet we all end up making the same mistakes.

     

    What if the audience does not watch it completely?

    That is the area where the creative and the planning must take the blame. If the audience doesn’t watch long communication as a habit, then the communication should be trailered to their acceptable length. And suppose the audience watches longer versions but is partial to you in not watching your creative completely. In that case, you know where the finger must point. This should not make you go after the myth called perfection because at some stage the input of time and efforts will start hitting the law of marginal returns.

     

    But audience will judge

    Oh, despite whatever we all may want, the reality is that the audience is bound to generalise and slot a communication. Brand it, likeable and enjoyable, good or bad and the desired message may reach them, or it could be lost forever. Brands that do multiple communication in a process divide their risk.

    In recent times, I have watched a few communications which caught my attention. It may be their concept, art, execution or even edit that first clicked with me. And honestly, with almost all of them, I found some issue. In cases where I did not really know the answers, I used one of the two favourite client comments. ‘Kahi Kuch Kami reh gayi’ and ‘Maza Nahi Aaya’.

    So here I share a few of them.

     

    Colloquial Communication:

    This is one of the better pieces of communication. It is simple and speaks in a language and a tone that is so universal. It is iterative, but it is not dull. KAANO PAR ZIMMEDARI  is such a subtle take and summarisation of request to wear the mask.

     

    Skin in the Game:

    Motilal Oswal Mutual Funds new communication is about building trust within the investing public. Here, the traditional wisdom is amplified; ‘Trust the owners who Trust Their Business’. It is a logic that no one can counter. The brand claims that the company and the promoters are the largest investors in their AMCs equity funds.

     

    Pride in Local Talent & Quality:

    Pepperfry promotes ‘Swadeshi Sale’ while celebrating Indian artisans and adding the assurance of superior quality. The films promise edgy style and design, traditional expertise passed through generations and International quality from Ratangarh. Again simple communication which is loveable and trust inspiring. Time to check out some furniture from Pepperfry.

     

    Positivity:

    There been too much Positivity and Immunity. Brands talk motivational when the audience is fighting to keep the head above the water. Positivity now sounds repetitive and irritating. The PHONE PE commercial is too late in the day talking of possible normalisation of the situation. Stating that we will get comfortable with the new normal as we did with the old. Montage shots tick up all the right situations and do make you feel better. Love the two-generation interacting over PhoePe. Definitely, the brand could have done better.

     

    The Answer Changes Everything:

    What do you want to do when you grow up? A question we all have answered in childhood ( when we knew nothing), professional studies interview, job interview, marriage meeting and many more times. The question did not change, the answer does. What about what you want to do post-retirement? That’s HDFC INSURANCE asking the question, #Whenyougrowup. The idea does not tease as the story is out quite early. It misses the feeling of freedom and at my own terms.

     

    Side Track:

    The two brands which have expertly experimented within their zone are Snicker and Mountain Dew, yet their communication always had a freshness. However now SNICKERS  is confused and MOUNTAIN DEW turning Patriotic. Somehow I liked the International ad of snickers better. What is your opinion?

     

     

    Opportunity Hunting:

    A viral hit. Shared on WhatsApp with regularity. You would have seen it. Roger Federer Surprised two school-going fans Vittoria Oliveri and Carola Pessina in Italy by playing a  match on rooftops. The brand Pasta brand Barilla made it happen and rightly contextualised the message, “pasta brings people together.”

     

     

  • Launches digital campaign highlighting people’s yearning for hugging their loved ones with the big hug burger

    McDonald’s North & East launches ‘The Big Hug’ campaign

    By A Correspondent

     

    McDonald’s India North & East has launched an all-new digital campaign ‘The Big Hug’ highlighting people’s emotional desire to hugging their loved ones in the current times of social distancing. As part of the campaign, the company has introduced double patty burgers.

     

    Conceptualised by DDB Mudra, the digital films center around two of the most prominent habits such as video calling your loved ones and twinning with them and sharing OTT subscription with your friend.

     

    Said Robert Hunghanfoo, Head, Connaught Plaza Restaurants which operates McDonald’s restaurants in North and East India: “Big Hug is a fun and light-hearted campaign in line with McDonald’s brand promise. With this campaign, we are offering our customers new ways to enjoy the burgers they love and engaging with them in a unique way, by offering double patty variants in their McDonald’s favourite menu items. We hope our customers feel the tight hugs with the Big Hug Burger, just like our patties squeezing each other tightly.”

     

    Added Ashutosh Sawhney, Managing Partner – DDB Mudra Group, North: “All of us are living through a time, where we don’t know when we will get to freely give someone a hug as a gesture of love, appreciation or greeting. While the whole world is going through this reality, McDonald’s has introduced burgers that are born out of this very unfulfilled desire of hugging for its teeming fans, a proposition that is as heartfelt as it is delicious.”

     

     

  • Conceptualised by Edelman India, the campaign is aimed at normalising conversations about Erectile Dysfunction

    Pfizer Upjohn’s new campaign encourages couples to #KeepItReal

    By A Correspondent

     

    Pfizer Upjohn, a division of pharma major Pfizer, has launched a campaign #KeepItReal to help make conversations about erectile dysfunction (ED) less of a taboo for couples, enabling them to discuss their problems and find a suitable solution.

     

    Said Ashutosh Munshi, Executive Vice President, Head, Brand Practice, Edelman India: “We created the Keep It Real campaign backed by an insight that Erectile Dysfunction takes a toll on both the suffering man and his partner; it often starts with an impact on their relationship. We are happy to partner with Pfizer Upjohn to make the conversation about ED less intimidating, while also creating awareness about this increasingly prevalent lifestyle disease. Each of the campaign elements were created keeping the consumer at the core, thereby earning their attention and driving engagement.”

     

     

  • Kamdhenu Paints, a leading manufacturer of high quality emulsions in the country

    Kamdhenu Paints to promote weather protection products

    By A Correspondent

     

    Kamdhenu Paints, a leading manufacturer of high quality emulsions in the country, is planning a public interest campaign through a contest on its social media platforms.

     

    Said Saurabh Agarwal, Director, Kamdhenu Paints on the exercise: “Monsoons are here, and so is the danger to exterior walls from harmful showers of rain, algae, fungus, and more. Kamdhenu Paints have always been known to provide a range of Exterior Emulsions that protects the walls against any weather extremes, and this time we wished to convey the same with the help of a small and interesting contest. Our Weather Supreme and Weather Classic Max emulsion range on the exterior walls makes them water and dirt resistant, has anti-microbiological properties, and provides protection from algae & fungus. The objective behind carrying out this contest is to promote awareness and appeal to our consumers to adopt exterior wall protection products”.

     

     

  • #SpreadSweetness is the theme

    Nestle Milkmaid celebrates Onam

    By A Correspondent

     

    Nestlé Milkmaid has has taken the onus of making Onam sweeter with #SpreadSweetness initiative. To spread the word for this festive cheer, the brand has rolled out a 30-second ad film with the cast of popular television series “Vanambaadi”.

     

    Commenting on the initiative, Vineet Singh, Director – Dairy, Nestlé India, said: “This year when social distancing is impacting the way we are celebrating Onam, Nestlé India has rolled out #SpreadSweetness – an initiative that emphasises how everyone can celebrate Onam just as memorably – with a different but equally sweet approach with Milkmaid.”

     

    As a mark of celebration, Nestle has also launched a Malayalam website www.milkmaid.in/ml featuring 50 recipes that can be easily made with ingredients available at home and can be relished with family and friends.

     

     

  • Highlights safety and hygiene factors while ordering a pizza amidst the ongoing pandemic

    Oven Story bets big with Publicis India campaign

    By A Correspondent

     

    Oven Story pizza has worked up a safe and hygienic solution to enable consumers to order pizzas without worrying about safety and consumption woes.

     

    The ad campaign has been conceptualized and executed by Publicis India. The production house for the film is Content Factory while it has been directed by Tarannum Pasricha.

     

    Commenting on the brand campaign thought, Shoumyan Biswas, Head of Strategic Alliances, Rebel Foods said: “Our aim was to instill faith in the minds of our consumers that how Oven Story is doing its best to bring safe and quality product to its consumers. Publicis India has done complete justice to the concept and delivered a great piece of advertisement. Ajeet’s team has been stupendous in terms of conceptualization and delivery of the product.”

     

    Added Ajeet Shukla, Publicis India ECD: “Like many things during the pandemic, ordering food is also a huge tussle between with heart and the mind, especially when it pertains to one of our favourite foods – the pizza. Oven Story offers a unique safety experience right from showcasing the temperature of the chef preparing your pizza to that of the delivery person at your doorstep. The entire journey ensures the ultimate safety to relish an Oven Story pizza and puts our hearts and mind at peace.”