MxMIndia

Category: MARKETING

  • Kinnect was the agency doing the execution

    Asian Paints goes with YT creators for Viroprotek

    By A Correspondent

     

    To create buzz around the product launch, Asian Paints and its social media agency – Kinnect – collaborated with YouTube creators.

     

    Notes a communique: “The campaign garnered over 104+ million impressions, 27.7+ million views and 1.1+ million engagements. Most importantly, the call-out by YouTubers, along with the links mentioned in the description, resulted in 30K+ comments and over 8k+ website visits to buy Viroprotek’s range of products.”

     

    Note from Ed: The data provided above is not third-party, and not verified by MxMIndia. We urge readers to make their judgment.

     

     

  • The agency: Mullen Lintas Mumbai

    Bajaj Almond Drops gets new ad

    By A Correspondent

     

    Bajaj Almond Drops, the biggest brand in Bajaj Consumer Care Limited’s haircare portfolio, has launched a campaign featuring Parineeti Chopra. The agency: Mullen Lintas Mumbai.

     

    Commenting on the campaign, Jaideep Nandi, CEO, Bajaj Consumer Care Limited, said: “Bajaj Almond Drops has always believed in bringing improved consumer experiences with evolving consumer needs. With changing lifestyle , beauty aspirations and environmental changes, need for better nourishment of hair has been growing, which we have addressed by doubling the content of Vitamin E in our product, making it 6 times more than an unbranded hair oil . The New Almond Drops Hair Oil helps reduce hair fall by upto 80%, enabling women to experiment with new hairstyles daily.”

     

    Talking about the campaign, Azazul Haque, CCO, Mullen Lintas, added: “The benefit of 6X Vitamins and reduction of hair fall had to be delivered with a lifestyle insight. Also, the brand wanted to connect with the younger generation as well. So, the idea of a new hairstyle every day that leads to hair fall looked contextual, relevant, and creatively interesting. So that consumers get to see the benefits of 6X Vitamins in Bajaj Almond Drop Hair Oil in a way that’s relevant to their lifestyle context.”

     

     

  • It is conceptualised by Mullen Lintas

    Saffola’s new TVC

    By A Correspondent

     

    Saffola, Marico Limited brand, has launched a campaign that seeks to drive home the need for proactive, everyday heart care. It is conceptualised by Mullen Lintas

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Saffola has always been committed to raising awareness about heart health as well as steps to proactively take care of our heart. Through this new campaign, Saffola aims to drive awareness of the impact of stress on our heart and the need to take proactive care. The new TVC also portrays an interesting shift in the dynamics of the modern Indian household and shows the husband taking care of the wife’s heart and overall health. The campaign lucidly conveys an important message that while we take our busy and stressful lifestyles in our stride and cannot do much to change it, it could be putting tremendous pressure on our heart and therefore proactive care is a necessary step.”

     

    Added Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas: “As a brand Saffola has been synonymous with heart health since its very inception, but the core task was to drive proactive care of the heart in line with the brand endeavor and by showing a context that viewers can identify with. We wanted to take a more progressive stance and tell our story through a gender role reversal, as heart health is universal so we built the narrative around women’s heart health, but relatable and extendable to all. Hence, the story of a husband concerned about his wife’s heart health as her work involves everyday stress seemed sweet, emotive, progressive and relatable and emotionally compelling.”

     

     

  • It has been given a makeover by Instagram Influencer Ruhee Dosani

    Badshah 50-year-old jingle gets a makeover

    By A Correspondent

     

    Spicemaker brand Badshah Masala has been given a makeover by Instagram Influencer Ruhee Dosani.

     

    Speaking on the entertaining video and mix by Dosani, Managing Director Hemant Jhaveri said: “I enjoyed the makeover Ruhee gave to our 50-year-old jingle. It brought back so many memories and made this a new addition in the hall of fame we have in our minds. We’re glad a whole new generation is getting to discover and enjoy our legacy through Instagram and social media platforms.”

     

    Co-founder Saurabh Pacheriwal of Gemius, the agency that manages the creative and PR mandate of Badshah Masala added: “I was sitting with my team when we saw this video and all of us had the biggest smiles on our faces. I’m certain this new mix to the jingle is going to open doors to a whole new audience for the brand. Over 2 million people have engaged with the video within a day. Such content not only brings audience together as a community but inspire conversions along with increasing the brand’s recall value.”

     

     

  • To collaborate with Stoppress, an integrated brand and communications agency in Chennai

    Stop Press! Tonic expands footprints in S India

    By A Correspondent

     

    Tonic Worldwide, the digital-first creative agency, has joined forces with Chennai-based digital marketing agency – Stoppress Communications, as part of its expansion plans across the country. Through this collaboration, both agencies will be creating a stronger expanded offering by combining their technological and creative expertise.

     

    This collaboration will allow Tonic to extend their specialized services like their video content division ‘TWIP’, research & insights division ‘Gipsi’, and creative tech led services to brands from the southern region of India, and help them strengthen their offering of language based content to their current national clients. Tonic Worldwide & Stoppress will continue to operate as distinct brands and organizational structures while working together.

     

    Speaking on the collaboration, Unmisha Bhatt, Chief Strategy Officer & Director – India & MENA region, Tonic Worldwide, says, “Bharat is seeing the maximum surge in growth in digital users and as digital partners to brands, we are looking at bringing deeper cultural insights and understanding of each region for our brands. With Stoppress’s understanding of the Southern market and consumers, we are excited to bring the expertise for our clients and help them boost their business across regions. After Bengaluru, we have been eager to cover the rest of South with the diversity that the region holds.”

     

    “The idea of being a part of creating award-winning digital initiatives and scaling up and growing our business spurred us to explore this collaboration. We look forward to work on large national campaigns and enhance our portfolio of offerings”, says Krithika Balasubramanian, Founder & CEO, Stoppress Communications.

     

     

  • … for better protection

    Himalaya urges us to have a “Tulsi Snaan”

    By A Correspondent

     

    The Himalaya Drug Company has launched a new bathing soap under their Pure Hands portfolio of products. The new campaign for Himalaya Pure Hands Tulsi Soap has been conceived by 82.5 Communications, Bengaluru.

     

    Speaking about the campaign, Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications, said: “We built on the equity we co-created with Himalaya on the Pure Hands hand hygiene portfolio to help announce a bath soap—taking the reassurance of the brand’s tulsi-powered protection to the entire body.”

     

    Added Sushil Goswami, General Manager, Consumer Products Division, The Himalaya Drug Company: “Himalaya is a trusted wellness brand and we have always been focused on providing solutions to improve the well-being of our consumers. It has been our constant endeavour to understand the evolving needs of consumers to bring them the best products. Addressing the customers need to keep themselves safe and protected from infections, we have launched Himalaya Pure Hands Tulsi Soap to introduce people to the concept of ‘Tulsi Snaan’. Through this TVC, we wanted to highlight the importance of Tulsi in maintaining personal hygiene.”

     

     

  • It’s titled #MaxXHaiNa!

    JK White Cement’s new campaign

    By A Correspondent

     

    JK White Cement has unveiled new campaign series titled #MaxXHaiNa! with a series of digital-first short format ad films, along with the digital brand mascot Mr. MaxX.

     

    Said Niranjan Mishra – Business Head (JK White Cement): “We, at JK White Cement, have always aspired to raise the bar by providing the best quality products and services. At the same time, we have continued to reinvent ourselves, keeping abreast with the changing market dynamics and consumer expectations. We have expanded and strengthened the JK White Cement portfolio with the aim of providing better than the best and bringing uniformity in our brand architecture. Our ‘MaxX’ family of products provide a one stop solution to the customers for all their home building needs.”

     

    Commenting on the campaign, Nitish Chopra, Head – Strategy & Branding (JK White Cement) added: “With crisp digital ad films, intelligent content and catchy music forming the fulcrum of the campaign, “MaxX Hai Na” aims to reassure consumers, that no matter what their home improvement requirement is, the MaxX range of products is the solution. With a youthful and quirky tone, our campaign has been designed to be creative, yet contextual and the tagline ‘Fikar Not, MaxXHaiNa’ is memorable as well as relevant.”

     

     

  • Brand ambassadors, Katrina Kaif, Wamiqa Gabbi, Pooja Sawant, Ritabhari Chakraborty and Kinjal Rajpriya marked the occasion wearing the newly launched Ameya Collection

    Kalyan Jewellers celebrates festive season

    By A Correspondent

     

    Kalyan Jewellers launched its #TraditionOfTogetherness campaign with a TVC showcasing life within a gated community, with people from various parts of India coming together to celebrate the festival of lights in harmony.

     

    Following the TVC, Kalyan Jewellers’ brand ambassadors posted shot-at-home videos celebrating the festivities with their families.

     

    Noted a communique: “The new jewellery line is inspired by life’s celebrations and vibrancy. As the name suggests, Ameya is all about boundless possibilities, offering greater flexibility with its customisation options. The jewellery collection offers a wide range of design options for customers from traditional motifs with antique designs to Kundan and Polki work, from heritage-inspired temple designs to Nakashi work with precious stones and uncut diamonds.”

     

     

  • The networking app promised to let people connect to other like-minded couples with mutual interests

    Former measurement professional launches networking app for couples

    By A Correspondent

     

    Audience measurement professional Amit Nevrekar has moved on to set up CouPals, a networking site for couples. The rationale: While there are apps available in the social networking world, there is none that caters to couples and provides them a platform to connect with other like-minded couples.

     

    Amit Nevrekar

    Said Amit Nevrekar: “Only love isn’t enough! It is equally important to keep the Fun, Adventure, Mystery and Spark alive in the relationship. And there was really a need for such app as the market didn’t have any that focused only on couples, Apart from serving the relevant profiles, it would also recommend the options for dining, weekend getaways, tailor-made travel itinerary and more based on interests selection as well as couple tips & therapy through partnerships.”

     

    CouPals will be launched in phased manner starting with Mumbai, Bengaluru and Delhi in January 2021. Nevrekar is co-author of the book ‘The Advertising Mess’ in 2012 and worked with industry bodies BARC, TAM and MRUC. He has also worked with Kantar, GroupM and Zapr Media.

     

     

  • As part of this mandate, the agency will manage digital marketing and social media strategy, influencer management and content planning

    Hindware appoints Grapes Digital

    By A Correspondent

     

    Hindware (Bath Product Division) has appointed Grapes Digital to handle its digital duties. The account was won following a multi-agency pitch.  The agency’s Delhi office will manage digital marketing, social media strategy, influencer management and content planning for the brand.

     

    Commenting on the partnership, Charu Malhotra, Vice President & Head of Marketing (Bath Products ) Brilloca Ltd, said: “The new normal world has brought new challenges which requires creative and thoughtful innovations to stand in the market. We found Grapes Digital’s work engaging and delivering on the parameters similar to our business objectives. We are looking forward to a great partnership with Grapes Digital to take Hindware to newer heights.”

     

    Speaking on the win, Himanshu Arya, Founder and CEO, Grapes Digital added: “We are delighted that our deep  and extensive understanding of digital media and the strong team of creative minds have helped us win the mandate for Hindware in their digital outreach. It is an exciting opportunity and we are looking forward to delivering result-oriented strategies through the creative use of the digital world.”

     

     

  • A recent Bumble study revealed 70% of single Indians are not comfortable navigating dating in 2020

    Bumble urges singles to make first move in new campaign

    By A Correspondent

     

    Bumble, the women-first social networking app, launched its new integrated campaign aimed at empowering and supporting its community to navigate the new rules of dating.

     

    Speaking about the campaign, Samarpita Samaddar, Bumble India PR Director said: “Even though 2020 turned our lives upside down, what didn’t change was the need to seek and build meaningful connections. We’ve learnt from our recent study that one in two people in India are ready to go on an in-person date now. Single Indians are navigating this new world of dating and redefining the rule book as India unlocks. With our new campaign, we want to support our Bumble community in navigating the new rules of dating, and encourage them to make the first move because falling in love is still an exciting possibility in 2020! Even though your dating journey might be a little bumpy, Bumble’s got your back!”

     

     

  • The account will be handled by the agency’s Mumbai office

    Kinnect wins creative digi mandate for Himalaya Men

    By A Correspondent

     

    Himalaya Men, from the house of The Himalaya Drug Company, has awarded its digital creative mandate to Kinnect. The account will be handled by the agency’s Mumbai office and was won following a multi-agency pitch.

     

    Said Ashwani Gandhi, Head of Men’s Grooming and E-commerce verticals for Himalaya: “Successfully influencing the male consumer, especially with regards to personal care, is both challenging as well as rewarding. With the number of users and the time spent on digital mediums showing an increase day-by-day, digital becomes an imperative medium for brands, and more so for brands that cater to men. Kinnect comes with strong credentials and has a team of highly motivated and passionate individuals. We’re confident that together we will be able to efficiently build digital as a vital growth driver for Himalaya Men.”

     

    Rohan Mehta

    Added Rohan Mehta, CEO – Kinnect: “The male grooming category that was neglected for years, is a growth driver in the personal care segment today. We are truly excited to partner with Himalaya MEN, a fantastic brand known for leading innovations in this category. With the brand looking to explore new opportunities on digital, we have outlined a creative approach and social media strategy that will elevate the brand portfolio amongst its targeted audience. Our endeavours are focused on making the brand an integral part of men’s daily personal care routine and make it what it truly is – synonymous with men’s grooming!”