MxMIndia

Category: MARKETING

  • The TVCs feature Kurkure’s brand ambassador Akshay Kumar and Lay’s brand ambassador Ranbir Kapoor were launched promoting the initiative

    Kurkure & Lay’s kick off festive season campaign with AK & RK

    By A Correspondent

     

    Ahead of the upcoming festive season, Kurkure, has launched two campaigns. The campaigns promote an initiative with Airtel offering a special digital experience for all its prepaid customers. The TVCs feature Kurkure’s brand ambassador Akshay Kumar and Lay’s brand ambassador Ranbir Kapoor were launched promoting the initiative.

     

    Said Shashwat Sharma, Chief Marketing Officer, Bharti Airtel said: “At Airtel, we are obsessed about offering our customers the best network experience. We are thrilled to partner with PepsiCo India to help all their customers experience our award winning 4G data services. This also gives us the opportunity to reward our loyal customers with complimentary data and unlock a world of digital experiences on Airtel Thanks when they buy their favourite packet of snack.”

     

    Added Ritu Nakra, WPP Lead – PepsiCo Foods, India: “In the last few months we have truly understood the value of connecting with our friends and family. Keeping this in mind, the creative team at Wunderman Thompson developed the campaign idea for Lay’s which depicts that the answer to all your questions lies inside a Lay’s pack. Similarly, for Kurkure, the creative thought stemmed from the fact that everyone in the family is having chatpata fun in the kitchen with recipes. The integrated campaign developed by the WPP team at MS, VML and WT, brings this idea alive on this special initiative.”

     

    Said Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India: “The ‘new normal’ has catapulted everyone into a more digital world than ever before. At PepsiCo India, as part of our digital first approach, we follow evolving digital trends and develop matching strategies. Our insights showed us that consumers are enjoying our products and seeking convenience while working and watching content at home. The special initiative with Airtel is therefore is perfect fit that will further compliment in-home experience of consumers. With festive season kicking in, the initiative, truly emphasize the importance of staying connected with friends and family.”

     

    The integrated campaign was developed by the WPP team at Mindshare, VML and Wunderman Thompson.

     

     

  • The campaign urges people to take the first step towards making their domestic help financially and socially self-reliant

    Edelweiss’s #HelpYourHelp campaign for domestic helps

    By A Correspondent

     

    Edelweiss Group, one of India’s leading diversified financial services conglomerates, recently announced a public service and awareness initiative, #HelpYourHelp, a platform that helps build awareness and facilitates change for the domestic help community, who have been impacted by Covid-19.

     

    Commenting on the thought behind the campaign, Shabnam Panjwani, Group Head – Marketing & Communications, Edelweiss Group said: “Rising to the needs of the community we operate in and giving back in a meaningful way has been a constant endeavor at Edelweiss.  Moving beyond the  simpler ‘feel good’ & ‘look good’ area, we have attempted to take this initiative into the ‘act good’ space via www.HelpyourHelp.com, enabling all of us to finally walk the talk. It is our hope that if every individual steps up to help this community of helpers in their own lives, it will encourage them to chase their dreams and empower them to truly #BeUnlimited.”

     

     

  •  India devotes an average of 19.1 hours per week to listen to music, the report says

    Digital audio consumption far outpaces adspend finds Xaxis report

    By A Correspondent

     

    GroupM India’s programmatic advertising arm Xaxis’s new Audio Playbook finds that India devotes an average of 19.1 hours per week to listen to music, more than seven per cent higher than the global average. Despite the high adoption rate , only 71% of advertisers commit less than ten per cent of their total ad investment to digital audio channels

     

    To understand the drivers, challenges and adoption of programmatic audio, Xaxis surveyed 107 agency and advertiser participants, and 25 publishers and media owners.

     

    For agencies and advertisers, mobile devices are believed to have the highest audience reach. According to publishers, the four most important metrics for clients running programmatic audio advertising are – Brand awareness (71%), Advertising recall (71%), Reach and frequency (54%) and the listen through rate (54%).

     

    The future of digital audio industry looks optimistic where the number of smartphone users in the country is estimated to reach 829 million of the total population of 1.4 billion by 2022, as a vast majority of advertisers believe that mobile devices (94%) are the most effective means to reach audiences. While the Indian music industry is also expected to grow at CAGR of 15.8% between FY19 and FY24; audio streaming is expected to be the key catalyst for this growth.

     

    Bharat Khatri

    Said Bharat Khatri, Country Head, Xaxis India: “Programmatic advertising for audio in this country is at a very nascent stage but the future of the digital audio advertising industry looks bright in India. Soon digital will surpass broadcast as an audio consumption channel. Today over 200 million users use music streaming services. Yet, we have realized that audio is an undervalued and underutilized area by the advertising industry. As internet access via mobile grows, we believe that audio advertising can provide an edge to the advertiser and brands.”

     

    Rita Sahajpaul

    Added Rita Sahajpaul, National Head of Product and Marketing Science, Xaxis India: “India is only at the start of its journey in digital audio advertising, but new data suggests that this category is about to take off in this nation in a big way. Explosive smartphone adoption has led to a 17x increase in content consumption. A staggering 97% of people listened to music through their device in the past three months, and they devote an average of 19.1 hours per week to the activity. The growing demand for more content is increasing the popularity of podcasts, music streaming services and online radio, especially among the 18-34 age group. Audio streaming is gaining popularity with the influx of domestic and international platforms, along with the power of data and AI, opportunities for advertisers looks bright with programmatic digital audio advertising.”

     

     

  • It’s titled ‘Sachai Andar.Achchai Bahar’

    Hamdard launches integrated campaign for Safi

    By A Correspondent

     

    Hamdard Laboratories (Medicine Division) has launched its new campaign ‘Sachai Andar.Achchai Bahar’ for its brand, Safi. Personalities like Anny Divya – world’s youngest woman commander to fly Boeing 777; Ashweeta Shetty – TEDx  speaker from being a beedi roller; Afshan Ashiq – Captain of J&K women’s footfall team; Mira Erda – youngest formula 4 girl driver in India; Gladstone Peter, a one man band; Angad Dariyani- maker of India’s first 3D printer; Chandeep Singh – world record holder for fastest 100 mtrs para skating and Sanober Pardiwala – India’s first stunt woman, are featured in the campaign.

     

    Said Abdul Majeed, Chairman, and Managing Trustee, Hamdard Laboratories (Medicine Division): “Health and wellness deserves the highest priority today .The pandemic has made people conscious of their health and hygiene. It is my belief, that when people eat well, sleep well and keep their bodies cleansed of impurities the result is not just great. It is miraculous. A healthy body and mind comes with a perk of glowing skin. I bet on SAFI to give such results. Natural herbal remedies are always beneficial. Try for yourself .Stay healthy. Stay safe.”

     

    On the launch of its latest product campaign, Ms. Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division) added: “Our new campaign celebrates the true spirit of people who are beautiful inside out. It’s about the power of self-belief, determination that adds another dimension of glow. Positioned as Sachchai Andar. Achchai Bahar, it reflects the product truth. Safi purifies the blood from inside to give us glowing skin outside.”

     

    Said Pranav Harihar Sharma, Creative Director: “Every genius seems crazy at first. But what they seem, they never are. This is the core thought of Safi campaign, connecting the product with the philosophy of Sachai Andar.Achai Bahar. The campaign showcases eight talented people of India who have broken stereotypes to reflect their self- belief and their act is what makes them beautiful and celebrated. The idea makes a point that you are not what you look. The glow on the face is the glow that comes from within.”

     

     

  • To endorse Berger Paints’ Waterproofing Range under Homeshield

    Berger Paints ropes in Akshay Kumar as Brand Ambassador

    By A Correspondent

     

    Berger Paints India Limited has announced its association with Akshay Kumar for their Waterproofing range of products under HomeShield Brand.

     

    Said Abhijit Roy, MD and CEO of Berger Paints: “We are very excited about the association with Akshay who is today one of the biggest stars in the Indian film industry. With a career spanning decades built on the edifice of his passion for hard work, devotion to quality and  zeal to innovate with challenging roles, he is a perfect fit for Berger HomeShield which also embodies the values of trust, dependability, durability and high product performance in the segment of waterproofing. It is one of the fastest growing segments for us and the association with Akshay would help create better brand visibility and recall, helping catapult the brand as the preferred consumer choice”.

     

     

  • The film was created by FCB

    Horlicks’ new TVC celebrates confidence

    By A Correspondent

     

    Horlicks has unveiled a new new film that highlights the journey of childhood. The film, notes a communique, brings alive the fact that today’s stories should not be limited to the intrinsic physical growth benefits but to the courage and confidence that children display when they grow well.

     

    Commenting on the latest TVC, Sudhir Sitapati, Executive Director, Foods & Refreshment, HUL said: “India’s nutrition journey is central to the growth of the country. Nutrition is also the primary motivation that drives the mother, as a gatekeeper to the family’s health, so that the child can meet each moment with their full potential. Through this special film, we seek to celebrate the deeper meaning of growth that stems from courage and confidence. We truly believe that children, when enabled to their full potential, will lead the world through change and troubled times.”

     

    Added Swati Bhattacharya of FCB:  “What does a child growing up mean to a mother? Is it the annual health check-up or do they happen in moments suddenly, unrehearsed taking her by complete surprise? This is a grown-up version of our old promise of taller stronger sharper children, now it takes it to the next level where the child applies it to life.”

     

     

  • This was created by 1702 Digital, a Mumbai-based digital agency

    Marico’s ‘#PassTheCocosoul’ campaign

    By A Correspondent

     

    Marico conducted a digital campaign for CocoSou, its cold-pressed virgin coconut oil. This was created by 1702 Digital, a Mumbai-based digital agency.

     

    Commenting on the initiative, Sampanna Kagalkar, Marketing Manager for CocoSoul said: “This #Passthecocosoulchallenge campaign was really effective and apt during the lockdown. Coco Soul which is always hinged on its natural goodness has immense immunity boosting benefits that were to be brought in conversation organically. With this campaign, the product seamlessly transcended into segments like Fitness, Lifestyle, Food, Health & Nutrition. This led to a stream of conversations across the country reaching out to the relevant audiences and creating higher credible engagement.”

     

    Added Pranay Bhan, Associate Creative Director, 1702 Digital:  “The influencers we tied up with had the appeal towards the relevant digital segments. This helped us see a definite increase in engagements, views, and impressions.”

     

     

  • … for Cadbury Dairy Milk Silk’s ‘I Missed You’ campaign

    Wavemaker collaborates with Indie star Jasleen Royal

    By A Correspondent

     

    Cadbury Dairy Milk Silk has collaborated with singer Jasleen Royal as she launches her much awaited music video Sang Rahiyo, for its Heart Pop ‘I Missed You’ campaign.

     

    Commenting on the collaboration, Karthik Nagarajan, Chief Content Officer, of Wavemaker India said: “We wanted to build an association that would capture the essence of #HowFarWillYouGoForLove messaging seamlessly. Over the years, Cadbury Dairy Milk Silk has been an integral part of expressing love and has evolved to a symbol of love. Known for her soul stirring love songs, Jasleen Royal came across as the ideal choice to bring alive the brand’s messaging”.

     

     

  • Digital marketing will be executed by 22feet Tribal Worldwide and digital media planning by OMD Mudramax

    McDonald’s North & East retains DDB Mudra

    By A Correspondent

     

    Robert Hunghanfoo

    DDB Mudra Group has been assigned the integrated marketing communications mandate for McDonald’s India – North & East (Connaught Plaza Restaurants Pvt. Ltd.). The enhanced scope will include digital marketing by 22feet Tribal Worldwide and digital media planning by OMD Mudramax, in addition to the existing brand strategy and creative mandate.

     

    Commenting on the partnership, Robert Hunghanfoo, Head, CPRL said: “DDB Mudra brings a deep understanding of the brand philosophy and ethos. Their creative work and successful partnership with us makes them our preferred partner for the extended mandate in digital marketing.”

     

    Kriti Awasthi

    Added, Kriti Awasthi, DGM, Marketing at McDonald’s India – North & East: “Digital media has revolutionised the way brands connect, communicate and interact with their customers’ world over. Covid-19 has further accelerated the need for robust digital marketing for successful consumer outreach. With strong experience in the digital marketing space and in-depth understanding of brand McDonald’s, we are confident that DDB Mudra Group will enable us to reinforce our brand love and strengthen our consumer outreach on the digital platforms as well. We look forward to delivering a great McDonald’s experience through innovative and strategic interventions.”

     

    Ashutosh Sawhney

    Talking about the expanded partnership, Ashutosh Sawhney, Managing Partner, DDB Mudra Group, North said: “Brand McDonald’s needs no introduction anywhere in the world. We are thrilled to have secured the overall communications mandate for McDonald’s North & East India. This is a testimony of a progressive, consumer-first client who believes in DDB Mudra Group’s combined ability of creating media agnostic ideas and deploying them based on the deepest understanding of consumer journeys.”

     

     

  • The account was bagged after a multiagency pitch to elevate brand awareness amongst Tata employees taking the Creative & Social media route

    Liqvd Asia bags Tata Shop Share Smile mandate

    By A Correspondent

     

    Liqvd Asia has bagged the Tata Shop Share Smile social media and creative mandate. It will be handled out of Liqvd Asia’s Mumbai office.

     

    Shop Share Smile is a special program for all Tata employees and the channel partner of a Tata Group company in India wherein employees, the family and friends they refer and the channel partners, who get invited by a Tata the company, can avail offers from various participating Tata Group companies.

     

    Said Tanushree Radhakrishnan, COO Liqvd Asia: “Tata is one of the most loved brands in the country and it’s definitely a privilege to be the face of such an esteemed brand and be responsible for their outlook towards their enormous clientele. We are glad that the team at TATA Shop Share Smile has entrusted us with this task and we are confident of putting our best foot forward.”

     

    Added Purnima Kathuria Bhambri, National Brand Strategy Head Liqvd Asia: “It’s a fantastic win. We are honored and proud to have a TATA group company in our client portfolio. This prestigious win serves as a great testament to our strategies and services that we have been offering to our clients. With the same zeal, we are confident of delivering our best of services and out-of-the-box solutions to Tata Shop Share Smile.”

     

     

  • The cricketer makes his debut for Great Learning at IPL 2020

    Virat Kohli roped in as Brand Ambassador by Great Learning

    By A Correspondent

     

    Edtech firm Great Learning has announced the appointment of Virat Kohli as its brand ambassador. He will lead the brand’s latest ‘Power Ahead’ campaign.

     

    Said Mohan Lakhamraju, Founder and CEO, Great Learning: “Virat is the obvious choice to be our brand ambassador because he best embodies the Great Learning ethos of excellence and continuous learning. He exemplifies hard work, integrity and ambition; values that are critical to reach the pinnacle of success in any field. The respect that he commands globally, across all age groups and the connection that he has with the youth make him the perfect partner to deliver our message of ‘powering ahead’ in one’s career through online learning. We, at Great Learning, are looking forward to this association with Virat through which we wish to spread the message that now, through the high quality online learning offered by Great Learning, anyone can grow and succeed as long as they have the desire and put in the effort.”

     

     

  • The campaign has been conceptualised by Burgundy Communications led by senior ad industry professional Subhrajit Kar

    IIFL gets Burgundy to craft ‘Seedhi Baat’ with Rohit Sharma

    By A Correspondent

     

    IIFL Finance has launched its Brand Ambassador cricketer Rohit Sharma to communicate the value and meaning of its credo ‘Seedhi Baat’.

     

    In a series of three TV commercials each featuring a slice-of-life situation, Sharma delivers the message of via commitment, valuing relationships, and honesty.

     

    Said Nirmal Jain, Chairman  and CEO of IIFL Finance: “One of the key reasons of IIFL’s success has been in relentlessly keeping our customers’ interest above all else. Therefore, it is important to be absolutely transparent and flexible at the same time. Much like our choice of ambassador in the superbly talented Rohit Sharma who is cherished by the nation for his clean shot selection and effective approach to batting. Even as a leader, he leads from the front. We liked the idea behind the TVCs and resonated well with the campaign thought of Seedhi baat”

     

    The campaign has been conceptualised by Burgundy Communications led by senior ad industry professional Subhrajit Kar. Added Kar: “Seedhi Baat is even more relevant in today’s times when the common man is faced with financial challenges and uncertainty; they need someone who talks straight. Someone who truly partners you and is on the same side of the table.”

     

    The films have been directed by film-maker Rensil D’Silva. Said D’Silva: “Every day. we come across people who either avoid commitment or are not completely honest with us. Using light humour, these three stories present relatable situations, in which we expect but do not always receive honest answers. The idea to integrate Rohit Sharma within the storyline was key to bringing alive the proposition in a credible and memorable manner without being preachy.”