MxMIndia

Category: MARKETING

  • Conceptualised by DDB Mudra, the TVC showcases the power of the new technology introduced in the hob segment by Hindware Appliances

    Hindware introduces TVC on hobs

    By A Correspondent

     

    Somany Home Innovation Limited, makers of ‘Hindware Appliances’, have announced a new TVC for its Adonia Hob with MaxX Safe Technology.

     

    Conceptualised and created by DDB Mudra, the TVC emphasises on the dual convenience that the Adonia Hob provides – handiness in cooking and safety from fire-related mishaps and not to forget the appealing aesthetics of the hob.

     

    Said Rakesh Kaul, CEO and Whole Time Director, Somany Home Innovation Limited (SHIL): “Designed for modern-day homes, Hindware Kitchen Ensemble, one of the leading players and trusted brand in the consumer appliance category aims to grow the business manifold. It offers top-of-the-line products to Indian consumers. It helps our customers adopt a comfortable, luxurious and sustainable lifestyle while fostering innovation”.

     

    Added a spokesperson from DDB Mudra: “This Hindware HOB is a state-of-the-art kitchen appliance for users with an essential safety feature. The team has tried to create a realistic kitchen scenario in the story which revolves around the product and its main feature – Maxx safe technology.”

     

     

  • It has been conceptualised by Creativeland Asia

    Godrej No 1 unveils new TVC

    By A Correspondent

     

    Godrej No 1 from Godrej Consumer Products Limited (GCPL) has unveiled its latest TVC for its sandal and turmeric variant. It has been conceptualised by Creativeland Asia.

     

    Speaking about the campaign, Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited (GCPL) said: “Today, Godrej No. 1 is amongst the highest-selling soap brand, committed to offer the best bathing experience. Godrej No.1 offers ‘nature’s way to beauty’ with carefully chosen natural ingredients. Our new TVC campaign is to further build Godrej No. 1 as a beauty brand that helps in enhancing the natural beauty with Sandal, Turmeric and ¾ natural ingredients. Conceptualized in the current context, the TVC emphasizes that one can achieve natural beauty and skin care in the simplest way with Godrej No.1 while dealing with work and personal life commitments.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia, on the new TVC: “For women who are busy juggling between work and home, the bath is often the only beauty regimen. And the soap is the only beauty product they use. Godrej No.1, made of 3/4 natural ingredients, is their ally, promising the ultimate sign of beauty – glowing skin. This film continues the legacy of stories the brand has told over the years. It’s a story of love. A story of a mesmerized husband wanting to know what keeps his wife glowingly beautiful despite all the work she does. Our earlier stories depicted women who were busy with chores at home. This time around, we’ve reflected the fact that a large number of women are also going to work or running their own small businesses, etc., while also managing the home.”

     

     

  • It’s co-created by Ananya Panday in a campaign by Lowe Lintas

    Fastrack launches Ruffles collection with an ad

    By A Correspondent

     

    Fastrack has recently launched its new Ruffles collection, also co-created by actor Ananya Panday. To promote this latest collection, Lowe Lintas has conceived a campaign featuring Ananya.

     

    Said Ayushman Chiranewala, Marketing Head, Fastrack: “With a successful launch of Fitouts, the first collection under Fastrack x Ananya Panday collaboration, Fastrack is all set on its fashion journey with a second launch – The Ruffles. The Gen Z’s of today have many varied facets in their personality, and we’re making products that will appeal to them all. The fit outs collection was meant for the fun and quirky girl, while Ruffles will touch a chord with those unconventional divas. This exciting new film and our stylish product designs aim to change the definition of a typical diva and encourage them to run the show on their own terms and be their authentic self even if it means ruffling some feathers along the way.”

     

    Talking about the campaign, Puneet Kapoor, Regional Creative Officer, Lowe Lintas added: “The Fastrack Ruffles collection is one of the most drool-worthy and beautifully designed collection sure to make heads turn. The bold and cutting-edge designs find an equally bold expression in the attitude and idiosyncrasies of a new age diva like Ananya Panday. It’s a fun collaboration of writing and filmmaking between the Lowe Bangalore team and Catnip films”

     

    Commenting on the idea, Ananya Panday said: “I’m really excited to introduce the latest, chic and very versatile all-new collection, Fastrack Ruffles. It has been designed to make a bold statement with a sophisticated and elegant flavour to it. This one is perfect for the girls who revel in the spotlight and don’t care how many feathers they ruffle. I love it and look forward to ruffling the world, together along with the divas out there!”

     

     

  • It shows learning as an enjoyable experience

    Vedantu’s new ad stars Aamir Khan

    By A Correspondent

     

    Vedantu, India’s second most valued EdTech startup and a pioneer in the live online tutoring platform has named Bollywood actor, director and filmmaker Aamir Khan for its new ad campaign.

     

    With the tagline, “Samaj Aayega Maza Ayega, Maza Ayega Samajh Ayega” the six-film series conceptualised by The Script Room conveys the effortlessness of live online learning offered by Vedantu. The films are directed by Prasoon Pandey.

     

    Said Shivani Suri, Chief Marketing Officer, Vedantu: “We aim to establish Vedantu synonymous to LIVE learning and revolutionize the online education in India through holistic experiences that foster effective learning. Our campaign is focused on reaching out to parents to address their valid concerns with respect to online learning through a series of very relatable films, which will resonate with them. Aamir Khan as a brand ambassador perfectly embodies the role of an involved parent while bringing his own charm to the character. The tagline itself is well thought of articulation of our brand promise and the learning experience.”

     

    According to Rajesh Ramaswamy (Ramsam), Co-founder, The Script Room: “This was a great opportunity for us. This category is new and exciting. Almost every parent is coping and curious about this new way of education. It was important at this stage to highlight a lot of aspects on online education. So, we had to find an interesting way of using Aamir. Our idea was to convert all the fantastic features and benefits of Vedantu into interesting slice-of-life stories, rooted in some fundamental, easy-to-relate contexts. In fact, everyone including the Vedantu team, Prasoon and Aamir too were more like partners and collaborators on this project. We had a blast making this. It’s a joy to see Prasoon and Aamir together. So enthusiastic and full of ideas.”

     

     

  • Agency to go beyond traditional creative agency duties to create a 'Connected Consumer Experience'

    Dell chooses VMLY&R as lead creative agency

    By A Correspondent

     

    Dell has appointed VMLY&R as its lead creative agency in India for both the Consumer and Small business portfolio. The mandate was won after a keenly contested pitch.

     

    As the lead agency, VMLY&R will go beyond traditional creative agency duties to create an overarching Connected Consumer Experience for Dell, which will span the entire width from mainline, digital & social communications, platforms & experiences and data, notes a communique.

     

    Ritu Gupta

    Commenting on the appointment, Ritu Gupta, Director- Marketing, Dell said: “With the evolved customer journey and changing purchase behaviour it was important to select the agency that brings capabilities in elevating connected consumer experience.”

     

     

    Anil K Nair

    Added Anil K Nair, Chief Executive Officer, VMLY&R India: “We live in an ever-evolving world, where decades of digital adoption has now been compressed into a few months. It poses a great opportunity for an iconic brand like Dell to be portal; connecting them to various aspects of their lives and they get to live, learn, walk and play. The mandate for VMLY&R India is to think beyond the obvious and focus on a superior and seamless customer experience.”

     

    VMLY&R handles the Dell Technologies brand globally, in a multi-faceted relationship that includes brand strategy and creative, martech, customer experiences, social strategy/content, and thought leadership.

     

     

  • The mandate is that for the digital transformation mandate for the Organic Tattva Group

    Langoor Havas bags mandate for Organic Tattva

    By A Correspondent

     

    Langoor Havas, a digital agency that’s part of the Havas group, has won the digital transformation mandate for the Organic Tattva Group, a leading brand offering Organic food.

     

    Said Venugopal Ganganna, Chief Executive Officer, Langoor Havas: “This is a terrific win for us. Organic Tattva is a category leader, with over 200+ products. With our deep platform thinking capabilities and experience in marrying data, creative, and technology, we are looking forward to transforming the brand. We have a unique strategy in place, and we are very excited to get started on it.”

     

    Added Rohit Mehrotra and Kriti Mehrotra, Founders of Organic Tattva: “Our brand promise and connection to consumers is now going to extend to the digital world and we found a perfect partner in Langoor Havas to ideate and co-create this journey with us. We look forward to taking this journey to new heights by leveraging the integrated data, design, and digital marketing capabilities of Langoor Havas.”

     

     

  • A syndicated study that captures information on actual purchases of the festive season

    Hansa Research launches ‘Festive Monitor 2020’

    By A Correspondent

     

    Hansa Research has unveiled Festive Monitor 2020, a part of the Hansa syndicated product suite, that it says,  captures information on actual purchases of the festive season.

     

    Anjan Ghosh

    Said Anjan Ghosh – Senior Vice President, Hansa Research: “Buying Online, Digital Payments, Contact-less Delivery … terms that connoted a matter of choice for the customer have now become indispensable. As consumers are spoilt for choice with numerous options available online, the service standards are expected to be superlative

     

    Today’s discerning consumers are unwilling to accept anything short of the very best. Errors like half-hearted customer service; repeated out-of-stock notices and most importantly, delayed deliveries, are not at all acceptable. Adjusting to the demands of the pandemic, a large chunk of consumers migrated on to digital platforms and increasingly prefer to shift the entire purchase cycle online. Measures like social distancing norms have accelerated the transition of consumers from offline to online payments. Brands are also refactoring promotional schedules to give the impression of a longer festive season. Moreover, personalised promotions through better storytelling, is also picking up, to attract consumers. These are the top trends in the market that’s helping it survive and bring back its finances to a state of equilibrium, notes a communique.

     

    On the market sentiment from the brand’s perspective, Ghosh added: “During Raksha Bandhan, we witnessed the early signs of consumer demand picking up. Brands are expecting this demand to surge in the festive season, and are trying to come up with innovative solutions to reach out to their customers. The 2020 festive season is going to be like never before for both consumers and businesses. It is only a matter of time before we find out how this festive season pans out for everybody. However, with all these endeavors, businesses can still keep their hopes high and continue to work towards the best possible outcomes.”

     

     

  • The campaign is titled ‘Ekotai Shundor, Ekotai Shokti'

    Tanishq unvels Pujo campaign

    By A Correspondent

     

    Jewellery brand Tanishq has launched a new campaign for Durga Puja. Conceptualised by Tanishq and WYP Brand Solutions, the campaign is titled ‘Ekotai Shundor, Ekotai Shokti’.

     

    Notes a communique: “The campaign attempts to put across a significant message and a deeper realization that has been brought to the fore especially in the recent times – that one cannot battle it out alone and the true essence of victory lies in the spirit of oneness. Every year Bengalees look forward to bringing Maa home and indulging in the festive fervor because for them Pujo is not just a festival, it is an emotion. Staying contextually relevant, the campaign also leaves the viewers with the thought of celebrating Pujo responsibly while abiding by all safety precautions!”

     

  • The campaign has been conceptualised and created by Leo Burnett India

    Skechers launches “Go Like Never Before” campaign with its first India brand ambassador Siddhant Chaturvedi

    By A Correspondent

     

    Global sports and lifestyle brand Skechers is launching a new campaign featuring Gully Boy actor Siddhant Chaturvedi, who will be the first Indian brand ambassador for Skechers.

     

    Speaking about the launch and on Siddhant Chaturvedi, Rahul Vira, CEO, Skechers South Asia said:  “We are thrilled to launch the “Go Like Never Before” campaign starring Siddhant Chaturvedi. Our sole aim through this campaign is to reach out to maximum people and promote running as a fitness culture in India. Skechers understands the significance of health and fitness and encourages people to be their fittest self by something as simple as running. Making this campaign special, we are delighted to announce Siddhant Chaturvedi as the first brand ambassador of Skechers India. His drive for fitness resonates perfectly with the brand and with this we aim to encourage more and more people to stay healthy and go run.”

     

    Added Rajdeepak Das, MD – India & CCO – South Asia, Leo Burnett: “This power packed film is the beginning of an important fitness movement. With the lockdown restricting our lifestyles, everyone is raring to step out of their confines and the first thing one needs to own, is the right pair of Skechers. And Siddhant was the perfect partner to give this conversation momentum. The energy that he has got to this campaign is palpable and we are sure it will encourage everyone to ‘Go Like Never Before’.”

     

     

  • It’s titled ‘Nazar Ghati, Durghatna Ghati'

    Lenskart campaign around IPL

    By A Correspondent

     

    Picking on the pulse of cricket lovers and enthusiasts, Lenskart.com has unveiled its new campaign ‘Nazar Ghati, Durghatna Ghati’.

     

    Commenting on the new TVC and product offering, Hitesh Malhotra, Chief Marketing Officer, Lenskart.com said: “We have always connected with our fans through Authentic, credible communication but keeping it light and fun. For our fans watching IPL, who we absolutely want to indulge themselves and enjoy the game in spite of the extended hours of Viewing, the campaign will serve us a quirky reminder to team up with Blu, that shall make for Safer, easy going viewing. The campaign has received an overwhelming response from our fans & patrons and our passion for Innovation in Vision stands vindicated.”

     

     

  • Ropes in erstwhile Indian cricket player for the digital ads

    Canara HSBC OBC Life campaign with Sanjay Manjrekar

    By A Correspondent

     

    Canara HSBC Oriental Bank of Commerce Life Insurance has announced the launch of a brand-new digital campaign- ‘#DependOnInsurance. The A series of five videos will be launched on regular intervals of 7-10 days on all social media handles of Canara HSBC OBC Life Insurance during IPL season 2020.

     

    Commenting on the digital campaign, Tarannum Hasib, Chief Distribution Officer, Canara HSBC OBC Life Insurance, said: “In these tough times of COVID-19 pandemic, IPL brings a sense of breather for masses. People are seeking solutions that are dependable; those that keep them secure and give a guarantee of protection. We wanted to create a campaign which reiterates that insurance is the most dependable solution at all times and Canara HSBC OBC Life Insurance is the dependable insurance company which has been fulfilling promises of over 4.5 million customers. And cricket was the best analogy we could use, as there are so many lessons from the game that apply to real life. Dependence on insurance could be well understood and illustrated by a dependable player and that is why we have Sanjay Manjrekar as the face of our campaign.”

     

    Added Parul Ohri, Creative Director, Mompresso:  “The stories and storytelling lies at the heart of the series. For the storytelling, we couldn’t have found a better host than Sanjay Manjrekar with his thorough understanding of the game – both as a player and as a commentator As for the stories, it was a long and careful process to sift through thousands of memorable match moments and shortlist just five. But guided by Manjrekar and his wonderful insights of what goes on during those high-pressure situations, we found the perfect stories of dependable cricket legends who kept their promise to their team and country. While the stories are about cricket, they have an important life lesson about the need for dependability and is a spontaneous tie into the dependability of life insurance.”

     

     

  • The campaign is titled #SapnoPeKoiLockdownNahiHota

    Kotak Mutual launches digital campaign

    By A Correspondent

     

    Kotak Mahindra Asset Management Company (Kotak Mutual Fund) has announced the launch of its digital campaign #SapnoPeKoiLockdownNahiHota – there can be no lockdown on dreams.

     

    Said Kinjal Shah, Head – Digital Business & Marketing, Kotak Mahindra Asset Management: “After our award-winning “Talk to Mr SIP” campaign, #SapnoPeKoiLockdownNahiHota is a unique investor education initiative to help consumers plan their future even more meticulously in the new normal. The core idea behind the campaign is that nothing – not even a deadly novel coronavirus pandemic – COVID-19 that has crushed lives and livelihood globally, should pause financial planning exercise. With ‘Lets Plan’, our endeavour is to empower the investor with the tools and information that they need to plan their future with the proven power of SIP.”

     

    The campaign has been conceptualised by Hyper Connect. Added Kiran Khadke, Co-founder & Creative Head, Hyper Connect: “Dreams are free, they make one believe in possibilities. We picked up this fundamental insight and married it to the core of an SIP, and the campaign was born. The video establishes this narrative and the content series helps new and existing investors plan their dreams meticulously with the help of intuitive calculators.”