MxMIndia

Category: MARKETING

  • The new brand film aims to target Gen Z to aspire for LG products

    LG campaign features Kunal Kapoor

    By A Correspondent

     

    LG Electronics has released its new brand film featuring actor Kunal Kapoor.

     

    Speaking about the new brand film, Young Lak Kim- MD LG Electronics India said: “As a consumer focused brand, LG has always strived to provide the latest technology that provides young generation and families with the most superior and enhanced experience and our new brand film reinstates our commitment to innovate and provide a better quality of life for our customers each day,” adding: “With this brand film, we aim to foster our connection and engage with the emerging Gen Z by touching upon the role that brands like LG play in their lives to fulfil their dreams by setting new benchmarks for themselves. We are certain that our new initiative will receive a heartening response and inspire today’s youth to be unstoppable and always strive for perfection beyond imagination.” he added

     

     

  • EatQual will be available across all McDonald’s restaurants in West and South India starting mid-December

    McDonald’s India launches new packaging for specially abled

    By A Correspondent

     

    On the occasion of International Day of Person with Disabilities, McDonald’s India West and South, announced that it is launching a new packaging – EatQual, designed for its specially abled customers. With this progressive and inclusive initiative, the company has once again reinforced its brand promise of making delicious feel-good moments easy for everyone. The EatQual pack has been developed over months of collaboration with an NGO that has been working towards the betterment of the specially-abled community for over 50 years.

     

    Speaking about the upcoming launch of this packaging, Arvind RP, Director – Marketing & Communications, McDonald’s India (West and South) said: “It has always been our endeavour to make delicious feel-good moments easy for everyone. The launch of this EatQual packaging is a step to further our commitment towards inclusiveness and social responsibility. We hope that this packaging will make the McDonald’s experience easy and delightful for our specially-abled customers.”

     

    Added Rahul Matthew, National Creative Director, DDB Mudra Group: “Equality and inclusivity isn’t always about the big things. It’s also about being able to do the little everyday things like everyone else can; eating your favourite McDonald’s burger, for instance. And that has been the guiding force behind the EatQual initiative. How can we make the McDonald’s experience just as enjoyable for all.”

     

    Commenting on this upcoming packaging launch by McDonald’s India West & South, Dr Vaishali Kolhe, Associate Professor at Centre for Disability Studies and Action & Tata Institute of Social Sciences, Mumbai,  said: “It is heartening to see an iconic brand like McDonald’s take initiatives to maintain inclusion at their restaurants. Food accessibility is the bare minimum necessity for every individual including the ones with upper arm movement disability. Innovations like these can make eating so much easier for them. Through initiatives like these, we are not doing these individuals a favor but making their experience of eating independent and enjoyable. I look forward to enjoying my favourite McDonald’s burger in the new EatQual pack.”

     

     

  • The campaign is titled ‘Respect Comes Naturally’

    BharatBenz launches brand campaign

    By A Correspondent

     

    ‘Respect comes naturally’ celebrates the character, grit and determination of BharatBenz’s customers to deliver beyond expectations and drive that extra mile. That’s the theme of the the automaker’s new campaign.

     

    Said Rajaram Krishnamurthy, Vice President Marketing & Sales, and Customer Service: “BharatBenz wants to drive home the fact that true respect is always earned. We see our customers earning with hard work, discipline, and having a desire for excellence; expressed when one faces challenges, overcomes them, and keeps moving ahead. They choose BharatBenz in this journey. They choose a BharatBenz for its best-in-class performance, fuel efficiency, and reliability, as a result of which Respect Comes Naturally.”

     

     

  • The WPP company will be the social listening partner of the Sanjiv Bajaj group company

    Mirum to provide social listening to Bajaj Finance

    By A Correspondent

     

    Bajaj Finance Ltd, the lending and deposits arm of Bajaj Finserv, has appointed Mirum, a digital solutions company from the WPP Group, as the social listening partner.

     

    Said Hareesh Tibrewala, Joint CEO, Mirum India: “Winning the Bajaj Finance account is a feather in the cap for Mirum India. We are the pioneers in Social Listening space in India with nearly a decade of experience. We aim to bring all our expertise to the table to provide a seamless Social Listening solution to Bajaj Finserv.”

     

     

  • While IPL & News drive TV upswing, non-sports rev still down, writes Shripad Kulkarni in a Special Report

    Bounceback in TV Ad Rev… but 19.3% drop

     

    By Shripad Kulkarni

     

    Why and how TV was decoded

    Coming on the back of the India adspends degrowth in 2019 second half, the pandemic dealt a big blow to advertising. Undoubtedly, print bore the brunt of the C-19 impact, followed by Radio. Digital has had a field day, in terms of media consumption and e-commerce.

    Digital Spends too have got a good boost, but it will take some time to translate the digital consumption into a commensurate huge spike in paid media. On the other hand, at about 37% of Total Spends, Television is pretty much the mainstay. The massive rise in News Viewership saw a commensurate thrust on the News Genre from Advertisers.  In Aug-Oct, IPL led a bounceback to get the advertising on a much better wicket. Live Telecast of IPL, in many ways has helped in the kickstart of advertising during festive. So, decoding TV-led bounceback helps us understand many facets of Indian advertising. While we will look at the spends trend based on prevailing rates during the various pandemic phases, ad volumes help in a detailed understanding of the strategies deployed.

    However, care has to be taken to do a like-to-like comparison. So, IPL of 2019 to be compared with IPL 2020 (though it was in festive). And general entertainment/news separately for same period.

     

    Look out for an interview with the author and veteran mediaperson on Thursday, December 10.

     

    I have looked at Average Monthly Commercial Airtime by Key Channel Genres. We looked at the top-rated channels in each genre as a group, which contribute to 75-85% genre revenue. So, Genres detailed are: Top 4 Hin GEC1 channels, next 4 Hin GEC2, 6 Hin Mov, 6 Hin News, 4 E News, 12 Reg News, 5 Eng Mov,  and 15 Regional Channels of South, Marathi and Bengali. The Balance are grouped as Long Tail. 10 months of 2020 are compared with the corresponding period of 2018 and 2019.Till October 30, 50 IPL matches were completed, so IPL is compared with 50 matches of 2019

    Summary of the findings

    1. IPL – a grand marketing success

     

    IPL was a grand success, not just as an event, where BCCI showed exemplary guts and execution, but also of the Disney Star AdSales team. That’s because you have to pre-sell an event like IPL. And, at a 5% additional airtime in live, at a premium over last year is a fantastic performance which kick started the advertising rebound. I estimate IPL to have got a 12% Revenue increase over last year.

     

    2. The rebound was driven by E-com, BFSI and Healthcare

    IPL as well as News and General entertainment both were driven by these categories.
    It looks like the new economy will have to use offline media for the top of the funnel
    So, BFSI and the New economy brands will continue to be the drivers for next couple of years.

     

    3. Jan-Oct TV ad revenue shrunk by just 19%, due to the rebound

    As we know, in Apr-Jun 2020, there was a big drop in adspends. Listed companies Zee Entertainment, Sun TV and TV18 reported a whopping 60% average drop in revenue, while TV Today reported a 35% drop (over same period LY). By Jul-Sepm this drop was reduced to about 26% for the GEC Groups while TV Today bounced back to last year’s revenue level. Studying the average rate trends across the Pandemic phases of Apr-May, June-July and Aug-Oct, we estimate that the TV Spends, in fact have dropped by a significant 19% so far – which is a good rebound considering we were staring at a minimum 40% drop in ad revenue!

     

    4. Long tail of Advertisers has to wag for Advertising to grow

    Just 27 top advertisers contribute to 50% Commercial airtime and just under 500 Advertisers contribute to 90%. We have a long way to go to realise the potential of India. We need a significant no of advertisers from the long tail to move up and graduate to big advertisers. The process has started. Even in this period, over 1200 insignificant advertisers moved to being significant. This was largely, on the back of news and Hindi/regional channels.

    5. Long tail of Channel Genres will shrink

    Today the long tail contributes to a whopping 81% of Airtime and 23% revenue.

    The Revenue of the Long tail, however has dropped by 32%, with English dropping by over 50%

     

    6. Amul and Dabur have shown the Industry how to make the best of a crisis

    Both Amul and Dabur, our homegrown Master Brands went aggressively promoting many more brands than last two years and growing their commercial airtime by a whopping 125%.

     

     

     

     

  • Campaign extends narrative of ‘Pran Jaaye Par Pulse Na Jaaye’

    Pulse Candy rolls out two new TVCs

    By A Correspondent

     

    Pass Pass Pulse Candy has launched a new campaign taking forward the humorous storyline of ‘Pran Jaaye Par Pulse Na Jaaye’ with two films. The two new TVCs have been conceptualised by Wunderman Thompson.

     

    Commenting on the campaign, Arvind Kumar, JGM, Marketing, DS Confectionary Products said: “The brand must keep re-inventing execution themes to retain the excitement around the proposition of ‘Pran Jaaye Par Pulse Na Jaaye’ . We have done some captivating campaigns in the past and the current campaign brings in a new and exciting style of content with Stick figures, to fortify the alluring magnetism of Pulse in amusing and entertaining way “.

     

    Added Sundeep Sehgal, Executive Creative Director at Wunderman Thompson: “Pulse stands for joy and uniqueness, the irresistibility of Pulse lends itself to this unique proposition. We wanted to make simple, short, and share-worthy stories and stick figures give an exciting take to our narrative.

     

     

  • Says: "What you do, ultimately matters"

    Flamingo unveils new TVC starring Hrithik Roshan

    By A Correspondent

     

    Ascent Meditech, an Indian multinational in consumer healthcare space, has continues its association with Bollywood superstar Hrithik Roshan for its flagship brand Flamingo – An Aid for a New Life. It communicates the ideology ‘what you do, ultimately matters’ and revolves around the central offering of pain management solutions to various lifestyle problems.

     

    Said Rajiv Mistry, Founder and Managing Director, Ascent Meditech: “When the going gets tough, the tough gets going – this saying holds true for Indians as well as for Ascent. While Indians have put up a brave face against all odds and have adapted to the New Normal, we, at Ascent, have supported Indians with the introduction of products, which are of absolute necessity, today. In line with the sudden change in consumer behavior and mindset, brand Flamingo has crafted its new campaign under the umbrella thought of ‘what you do, ultimately matters’. The communication in the new campaign is purposeful and leaves the consumer with a decision to make amongst an existing practice versus a sustainable solution, when encountered with pain.”

     

  • It’s an initiative to humanise face masks across India, notes a communique

    Urban Company launches #WearASmile Campaign

    By A Correspondent

     

    Home services marketplace Urban Company has unveiled #WearASmile, an initiative wherein all service professionals will be issued face masks with a smile on it.

     

    Commenting on the initiative, Tarun Menon, Director – Marketing, Urban Company said: “For our service professionals, masks hide their faces, making them unrecognisable; hiding the individuals behind the masks. Through the pandemic, we’ve heard stories from around the world that have reaffirmed our faith in the indomitable human spirit. Our intent with this small change to the masks our service professionals wear is to make the face mask in itself a little more human, with the smallest of reminders of that unbeatable human spirit – a smile.”

     

     

  • The campaign will feature Bhumi Pednekar

    Canara HSBC OBC Life Ins launches digital campaign “#heroesofmycity – meformycity 3.0”

    By A Correspondent

     

    Canara HSBC Oriental Bank of Commerce Life Insurance has launched its new digital campaign- #heroesofmycity.

     

    The two-month campaign is an extension to the initiative #meformycity which was launched in 2018 by the insurance company.

     

    Said Anuj Mathur, MD & CEO, Canara HSBC OBC Life Insurance: “This year, we make the #meformycity initiative bigger and better by moving from the physical to digital presence. Through this, we aim to take forward our brand’s promise to the society by honouring people who redefined heroism during these testing times of lockdown. We want to encourage people to join our initiative and share inspiring stories of such heroes whose kindness and courage need to be applauded.”

     

    Added Tarannum Hasib, Chief Distribution Officer, Canara HSBC OBC Life Insurance: “During the lockdown I learnt about many real-life heroes near me – from Jatinder Singh and his family who performed last rites for unclaimed covid-19 patients to Twinkle and Himanshu Kalia – The Ambulance Man & Woman of Delhi – ferrying patients to hospitals. Real heroes are all around us and through #HeroesOfMyCity campaign we want to bring about inspirational change while connecting with the people across India. As the face of the campaign we have Bhumi Pednekar, who is not only a celebrity with mass appeal but also a social activist spreading awareness and supporting various social causes.”

     

     

  • The mandate includes both offline and digital media duties

    Havas Media to deliver for Domino’s Pizza

    By A Correspondent

     

    Havas Media has bagged the integrated media duties for Domino’s Pizza operated by Jubilant FoodWorks Limited. The account has been assigned after multi-agency pitches and participation from the leading networks. The mandate won by Havas Media includes both offline and digital media duties.

     

    Pratik Pota

    Said Pratik Pota, CEO and Whole-time Director, Jubilant FoodWorks: “We are glad to have Havas Media on board as our media partner. We are confident that their expertise, market understanding and integrated offering will help us in driving the next phase of transformation and growth for Domino’s. We look forward to a long and fruitful partnership”.

     

     

    Rana Barua

    Added Rana Barua, CEO, Havas Group India: “We are absolutely delighted to partner with a prestigious brand as Domino’s Pizza, which is one of the most loved pizza brands in the world. And looking forward to playing an integral role in charting out the next phase of growth. Whilst, the Food and Beverage industry as a whole has gone through extremely challenging time during the past few months during the pandemic, we are confident, we will be able to contribute to the brand’s growth with our holistic village model and integrated offering”.

     

    Mohit Joshi

    Said Mohit Joshi, CEO – Havas Media Group: “This win is a testament to our continued efforts of scaling our operations further in India and the expertise we bring to our clients. At Havas Media, we invest in media that matters and drive Media Experience (MX) that connects a client with their target audience. This unique data-driven and content powered approach is the bedrock of all our strategies. With this mandate, we look forward to further strengthening Domino’s Pizzas’ meaningful journey and adding an esteemed brand to our stellar list of existing clients”.

     

    The business will be handled out of the agency’s Gurugram office led by Uday Mohan – Managing Partner – North and West.

     

     

  • Initiatives for Citizenship, R&D, Startup community and Manufacturing on the anvil

    Samsung celebrates Silver Jubilee in India

    By A Correspondent

     

    Consumer electronics giant Samsung has launched #PoweringDigitalIndia, its new vision for the country that will be driven by a citizenship programme aimed at students across the nation, a refreshed local R&D strategy with special focus on the local startup community and new initiatives in manufacturing.

     

    The new vision #PoweringDigitalIndia is being unveiled as Samsung completes 25 successful years in the country, having been a shining star in India’s manufacturing and growth story, and a committed partner in this journey.

     

    Ken Kang

    Launching the initiatives, Ken Kang, President & CEO, Samsung Southwest Asia, said: “At 25, Samsung India is as young and vibrant as New India. Millions of our consumers, our partners and employees, have loved Samsung over the years to make us the country’s biggest, most trusted and most admired brand of mobile phones and consumer electronics, with almost every home in India having a touch of Samsung. Our new vision #PoweringDigitalIndia sets the course for India’s future growth, in which Samsung will continue to be its strongest partner.”

     

     

  • It emphasises the health and wellness of individuals amidst the Covid-19 pandemic

    Hamdard to focus on holistic wellness in campaign

    By A Correspondent

     

    Hamdard Laboratories (Medicine Division) has unveild a new integrated marketing campaign ‘Healthy India. Hamdard India’, emphasising on the health and wellness of individuals amidst the Covid-19 pandemic.

     

    Commenting on the campaign launch, Suman Varma, Chief Marketing Officer, Hamdard Laboratories (Medicine Division) said: “In current times it is very important to build a strong immune system that safeguards us from various microbial infections. Our latest campaign ‘Healthy India. Hamdard India’ fortifies our 114-year-old commitment to health and wellness of the nation through our time tested products that have proven effective against various viral infection and aiding strong immunity building. We are excited to partner with Radio Mirchi for this campaign who have created very engaging content for us”.

     

    Added Shivangini Jajoria, Senior VP & Senior Business Director, Mirchi Entertainment Network India Ltd: “With increasing pollution, poor AQI levels and the threat of widespread infection is looming large and we are happy to associate with Hamdard Laboratories for driving the movement of a healthier nation. The campaign, ‘Healthy India, Hamdard India’, in partnership witnesses a grand launch of a new station jingle on Mirchi that claims ‘Mirchi Sunne Wale Ab Always Khush, and Always Healthy’ with Hamdard on 9th December. With this campaign, both Mirchi and Hamdard aim to share insightful information with its audiences and help Indians to keep a check of their health and well-being. This partnership is even more meaningful as Hamdard has kept India healthy with its products and services for the last 112 years and Mirchi has always promised to keep its listeners positive, come what may.”