MxMIndia

Category: MARKETING

  • The campaign focuses on Abbott’s its pursuit to address health challenges through technology and innovation

    Abbott’s ‘Don’t Wait for Life’ campaign

    By A Correspondent

     

    Healthcare (and pharma) major Abbott has unveiled a campaign titled ‘Don’t Wait for Life’ focusing on its pursuit to address health challenges through technology and innovation.

     

    Notes a communique: “As people grapple with the new norm, there is a greater concern over health than ever before. Abbott is thus delivering solutions needed to move forward through life-changing technologies and products that provide people with an option to have their health monitored remotely for critical conditions. This limits unnecessary hospital or clinic visits while keeping them connected to their physicians.”

     

    Added Vivek Mohan, Divisional Vice President, Corporate Global Marketing, Abbott: “At Abbott, we are driven to anticipate and stay one step ahead of the world’s greatest health challenges, at every stage of life. Our innovative technologies are helping people tackle complex health issues as they enter the new normal and manage their health in a dynamic environment. We look at improving life in all aspects, so people have the confidence to overcome adversities and accomplish what they want. Our campaign, through relatable and inspirational stories shows how innovative technology can help people address health conditions and empower them to live healthier, better and fuller lives.”

     

  • Conceptualised by Wunderman Thompson, the film embraces our young ones for their aptitude, advance thinking and courageous nature

    Goodknight’s new TVC campaign on C-Day

    By A Correspondent

     

    Godrej Consumer Products’ Goodknight has unveiled a new TVC to commemorate Children’s Day. Conceptualised by Wunderman Thompson, the film embraces our young ones for their aptitude, advance thinking and courageous nature.

     

    Sharing his thoughts on the new film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “The TVC campaign highlights that today’s children are the protectors of tomorrow. They are courageous, smart and technology adopters. We are also drawing a parallel with Goodknight Gold Flash as it resembles these qualities. Goodknight Gold Flash is India’s most powerful liquid vapouriser, offering an advanced level of protection.  The product comes with normal and flash mode, backed by a unique chip-based technology which switches between these modes automatically. The flash vapours and an improved machine ensure the elimination of mosquitoes from all hidden corners.”

     

    Added Steve Priya, VPs & Executive Creative Directors, Wunderman Thompson: “A fearless new generation is our vision for the future. In the now, children are displaying an amazing maturity, awareness and depth. What’s surprising is that they don’t see themselves as someone to be protected. In many instances, they watch out for and take care of their parents, elders or siblings. It’s this protective instinct and spirit that we’re celebrating this Children’s Day that also happens to be on the same day as Diwali.

     

     

  • The film has been conceived by Lowe Lintas Bangalore

    “Kya seekha?” asks Unacademy in quirky campaign

    By A Correspondent

     

    Edtech firm Unacademy has released a new campaign film called ‘Cracking the Game’ to mark its first year of association with the Indian Premier League and celebrate the process of learning. Conceived by Lowe Lintas, the film draws a fun correlation between students’ desire to learn and the passionate Cricket action seen on-field during the Dream11 IPL 2020.

     

    Speaking about the campaign, Sonal Mishra, Director, Marketing at Unacademy said: “Our efforts during this IPL have all been about how our brand proposition, which is to learn from the best, can be tied to Cricket. While brainstorming ideas for this film, the takeaway was that all of us learn everyday, from the most unlikely sources, and often unknowingly. So, we wanted to see if we could draw parallels between various moments during the matches and learning. The response to the film has been spectacular and we’re delighted that our brand message is reaching deeper with this film.”

     

    Added Puneet Kapoor, Regional Creative Officer, Lowe Lintas said: “Unacademy’s spirit and philosophy of ‘Let’s Crack It!’ isn’t limited to students only, but inspires across. So when the marketing team came up with the challenge of cracking a great idea with IPL footage only, we thought of applying the academic gyaan in interesting, relevant, yet irrational juxtaposition. We had lots of fun in mixing and matching footage with theories and principles to come up with the gags.”

     

     

  • The digital film series will be promoted on key social media platforms

    Parle Products launches #DiwaliAurParle campaign

    By A Correspondent

     

    Parle Products, the biscuits and confectionery maker, has rolled digital films on the launch of #DiwaliAurParle a festive campaign. This campaign talks about how family is an integral part of celebrating Diwali – no matter how far away they are, with their tagline: “Kyunki Diwali family ke saath poori hoti hain.”

     

    Commenting on the campaign, Krishnarao S Buddha, Senior Category Head, Parle Products, said: “In these times where physical engagement is not possible, most people won’t be able to celebrate this festival with their families and as a brand we understand   this sentiment. Whilst the celebrations may be different this year, the underlying human emotion will remain the same. With these films, we have tried to capture the small moments which families spend together but are one of the key moments of the spirit of Diwali. Parle Products is seamlessly weaved into these moments and is a part of our consumers’ day-to-day life which inspires us to showcase our belief and helps us to keep their journey.

     

     

  • Asks consumers to consider ‘Apni Personal Space’

    Dalmia Cement kicks off festive season

    By A Correspondent

     

    Dalmia Cement has launched a digital campaign- Apni Personal Space- which focusses on consumers’ lives during the coronavirus-led lockdown. The campaign is led by two digital films.

     

    Said Pramesh Arya, Executive Director- Marketing, Dalmia Cement (Bharat) Limited: “The last few months have been a once-in-a-lifetime experience for all of us. During our field teams’ outreach efforts, we learnt consumers around the country have already been thinking about how to make their homes future ready. All of us are thinking about our quality of life in a new manner today, and Dalmia Cement’s promise of Future Today will help consumers take this thought forward in their home building journey.”

     

    Added Neeraj Sancheti, CEO and Co-founder, Kreativ Street, the brand’s digital agency which conceptualised the campaign: “This campaign brings alive Dalmia Cement’s core promise, Future Today, in the context of the evolved need of housebuilders today. With more and more people working from home, the need for personal space is a real thing now. It not just affects work but also everyone’s mental peace. Based on this insight, we crafted these two films to start the conversation around the need for personal space”

     

     

  • It’s titled “Hum Karein Mumkin”

    Bank of Baroda festive campaign

    By A Correspondent

     

    Premier bank Bank of Baroda has launced an ad campaign titled ‘Hum Karein Mumkin’ across media.

     

    Speaking on the initiatives, Purshotam, Chief General Manager – Retail Liabilities, WMS, Marketing, Demat & NRI Business said: “The festive season has been a source of positivity despite the challenges faced by people from the pandemic. In an attempt to add to the joy of our existing loyal customers and new customers, we at Bank of Baroda have bundled several festive offers with the reduced lending rates to facilitate their purchases at an attractive price point. It is the bank’s continuous endeavor to provide better value propositions to one and all.”

     

     

  • The digital film brings together memories of Diwali celebrations in offices

    Haier India unveils #LightUpAHeart digital film

    By A Correspondent

     

    Haier, the home appliances and consumer electronics maker, has launched a new digital film #LightUpAHeart, that celebrates the life of office people who work closely together but have drifted apart this Diwali due to remote office and work from home setups.

     

    Commenting on the film, NS Satish, Senior Vice President, Sales & Marketing at Haier Appliances India said: “Diwali is a festival of lights, cheerfulness and joy. This year with offices closed, office-goers are missing the excitement that this festival brings. The challenges created by the pandemic have changed the way we live and celebrate. Through this film, we wanted to inspire everyone to come together and celebrate the festival with the same fervor, despite the obstacles posed by the pandemic. At Haier, we have always focused towards inspiring lives of our customers and this film is our way of showing care and inspire everyone to rise above the odds and make this Diwali special.”

     

    Kaushik Roy, Co-founder and Creative Director, Zero Zero Creative Solutions adds, “Haier’s Diwali campaign celebrates the coming together of people who were very close but have become distant this year because of the pandemic. It does so by encouraging everyone to reach out to people they’ve lost touch with and brighten up their Diwali. During times when offices have become ghost structures shrouded in darkness, Haier takes the lead in encouraging all of us to re-visit our colleagues with whom our contact is now reduced to video calls and messages. Through this film, Haier depicts care and love as well as remind viewers about their second home – their office”.

     

     

  • The campaign has been created by Water Communications

    ‘Shagun of Health’ ad for elaichi brand

    By A Correspondent

     

    Emperor Akbar Cardamom has released a new campaign comprising two films titled ‘Shagun of Health’. Supported with social media messages it details out the health benefits of the cardamom (elaichi), the campaign has been created by Water Communications.

     

    Said Vandana Sethhi, Founder, Water Communications: “It is a long-term brand idea to position the brand as a perfect Shagun added to any gifts for all occasions like festivals, weddings, anniversaries, birthdays etc. After all, we humans love to express our emotions through gifting. Also, we like to offer only the best to the God, and this ‘miracle of nature’ is only and only filled with goodness and health benefits. So, must be added to our special day and every day Puja.”

     

    Added Hemen Ruparel, CEO, Emperor Akbar Cardamom: “It’s a Diwali film, and we liked the way prominence was given to the brand without disturbing the entire festive and devout ambiance. We loved the thought of the brand becoming a Shagun, because it fits in perfectly. Cardamom is all about health; so adding Emperor Akbar Cardamom as a ‘Shagun of Health’ just makes complete sense. Despite their short duration, both films stood out for their production values. The elegance, festive atmosphere and feel-good seeped right through. The traditional music too adds a touch of festivity and devoutness at the same time. All in all, a very Diwali celebration film.”

     

     

  • The message: ‘Nothing is more important than good health’

    Kurl-on wants us to invest in sound sleep

    By A Correspondent

     

    Premium mattresses-maker Kurl-on chose to explore a different route to promote itself this Diwali: ‘Nothing is more important than good health’.

     

    Said Prashant Deshpande, Head, Brand Communications, on a film that was released by Water Communications: “It’s a very different film and one that brings out the brand message so loud and clear. It perfectly aligns itself to the festive season and all that Diwali stands for – an opportunity to make a useful investment… in health! That goes very well with our brand promise of sound sleep which is the very basis of good health!”

     

    Added Vandana Sethhi, Founder, Water Communications “During Diwali we tend to look at new purchases through a very narrow perspective – it’s always about gadgets and devices that may add status but not real human value. So, we leveraged this insight to drive home our point that, especially in these difficult times, the best investment you can make at Diwali, is in your health – represented here by a comfortable mattress that ensures sound sleep night after night.”

     

    Water Communications was recently appointed by Kurl-On as its creative and communications agency. It’s a relationship that has hit the ground running with consistent work across the social media landscape, with strategic mainline as well.

     

     

  • The ad films were conceptualised by McCann

    Wild Stone Code rolls out TVC with new positioning

    By A Correspondent

     

    Wild Stone Code, the premium male grooming-personal care brand from the house of McNroe Consumer Products has launched its TVC with the tagline- ‘Enjoy The Start’.

    The ad films were conceptualised by McCann

     

    Said Ankit Daga, Head – Business Development, McNroe Consumers Products: “Wild Stone Code is our premium offering and has built its set of loyalists. The current communication has been developed to highlight the mood transformation one feels while indulging with a fine fragrance. We hope the communication helps to build the association of Code with a premium deodorant experience, distinct from rest of the offerings in the market”.

     

    Added Samrat Ghosh, General Manager Marketing: “Code communication has been developed to build the brand as the best in class offering, appealing to the evolved metrosexual man. We have built on sensorial experience leading to a dreamland kind of transportation and restaged the brand sign off to enjoy the start to drive product benefit and sensorial”.

     

    The ad films were conceptualised by McCann.

     

     

  • Avik Chattopadhyay lists 5 lessons for brand managers and strategists from the 2020 Biden Harris campaign

    Brand lessons from the Biden campaign

     

    By Avik Chattopadhyay

     

    The Biden election campaign was one that I followed closely more from the perspective of brand building, nurturing and management right from June 2020 when he became the unanimous Democratic candidate. As a case study it is surely worth analysing if it has any lessons or pointers for brand managers and strategists.

     

    Maybe the campaign unfolded and grew in an unplanned manner, evolving with every passing day, but in hindsight, it sure has some key takeaways. If it was all planned as I see it then it is surely one of the most incisive and insightful campaigns to have been rolled out to such effectiveness.

     

    So, here are my 5 brand lessons from the 2020 Biden Harris campaign.

     

     

    Lesson #1 – Slogans or taglines not always needed

    The campaign did not have a slogan at all. It was simply “Biden for President” and then “Biden-Harris”. Simple and straightforward. No fuss. No frills. Nothing to outdo or counter Trump’s “make America Great Again”. Each state and town went ahead and built their own slogans that were most relevant to their desires and aspirations. So, every campaign need not have a slogan or tagline. As the occasion demands, being simple is simply super.

     

    Lesson #2 – Assert, don’t aggravate

    He knew his opponent too well and allowed him the rope to play himself to the hilt. In the process, Trump ended up alienating more than those he embraced. Guess the average American voter, irrespective of allegiances, somewhere wished less rhetoric and more substance to allow him / her to finally decide. This was crucial for it went down to the wire. So, the focus needs to be on two things for a brand manager – quality content over the mere ability to amplify, and the tone of voice to be chosen for the campaign.

     

    Lesson #3 – Include and involve

    Biden ensured he took along every Democratic presidential candidate with him after he became the front-runner and final choice. This was crucial to ensure maximum internal buy-in and support from all corners of the party. Trump was all about himself and a certain part of the Republican Party actually wished he lost and closed his own case. Also, the Biden campaign was hugely inclusive in actively involving people of all ethnicities and economic backgrounds. The Trump campaign was run by specific sections of American society who were either of a certain colour or a certain economic class. So, the lesson for the brand manager is that for any campaign to be successful, one needs active buy-in of all key internal stakeholders.

     

    Lesson #4 – Always pays to say “Sorry”

    Humility and candour never go out of fashion, in any culture and in any situation. Biden displayed both in his journey as a senator, apologising if he made a mistake. That is a quality that creates instant affinity that sustains lifelong. One just cannot imagine Trump ever acknowledging a misstep, forget a mistake. The Biden campaign obviously encashed heavily on this value system of their candidate versus an incumbent who was given to inconsistent raving and ranting. The same applies to any brand in our everyday lives. It sure is tough to say “I am sorry” before your customer or prospect but the ability to say so will reap priceless equity for the brand.

     

    Lesson #5 – Build in flexibility

    Planning a campaign well is good but making it water-tight is not a virtue in today’s dynamic times. The Biden team built in enough flexibility to allow modifications and changes, big and small as the campaign rolled along, without losing the core narrative. This allowed customisation of the narrative in each state and also rapid improvements based on feedback. Studying pictures of his campaign across various cities I did not see the same messages being used or carried on placards and banners. While Biden and Harris remained central, the stories around them were ably tailored to appeal to specific vote pockets. This is crucial in today’s brand campaigns too which depend more on social media platforms that are intrinsically dynamic and fluid in nature. This also requires new skills for the brand manager to be engaged in the campaign till its entire timeline and not rest easy once it rolls out.

     

    I am sure there are lessons from the Trump campaign too.

     

    It was obviously the most beautiful campaign, the most loved and the most followed.

     

    It was a campaign befitting that of a winner.

     

    It was simply humongous and awesome.

     

    Just that the required numbers did not take the bait.

     

    Thankfully!

     

  • The campaign is built on consumer data which shows that Covid-19 has resulted in higher awareness and interest in life insurance

    ICICI Pru unveils new A&M campaign for term insurance

    By A Correspondent

     

    ICICI Prudential Life Insurance has launched a new multimedia advertising and marketing campaign to establish its term insurance plan ‘ICICI Pru iProtect Smart’. The campaign is built on consumer data which shows that Covid-19 has resulted in higher awareness and interest in life insurance.

     

    Commenting on the launch, Manish Dubey, Chief Marketing Officer, ICICI Prudential Life, said: “As people adjust to the new normal and  get on with their lives, they are taking extra precautions to safeguard their health. Today, masks and sanitisers have become essential items of the household shopping list. Like masks and sanitizers, life insurance is now a must have in everyone’s safety basket. We must take precautions to deal with the present risk and also be prepared for tough times if they occur. The life risk during the pandemic has made consumers conscious about including term insurance in their financial portfolio.”