MxMIndia

Category: MARKETING

  • The ad was for Winkies, the cake specialists

    Enormous Brands creates Christmas TVC to ‘Sweeten the Season’

    By A Correspondent

     

    Winkies, the cake specialist, launched its Christmas TVC last week that has been conceptualised by Enormous Brands.

     

    Commenting on the film, Anirban Ghosh, CEO, Switzindia said: “We wanted to create something unique for the holiday season. The film is about how we can celebrate Christmas during the pandemic and is linked to a bigger concept – Bodo Din, Bodo Mon which is about sharing joy/ happiness during Christmas and is also the essence of our brand. The objective of the campaign is to talk about Winkies Cakes and how they are perfect for the holiday season. Winkies helps bring you back ‘in the moment’ reminding you of what’s really important; sharing happiness with those you love and Enormous Brands has helped us conceptualise the perfect TVC.”

     

    Added Ashish Khazanchi, Managing Director, Enormous Brands: “We know it’s going to be a different Christmas for people on so many levels. The usual gatherings and celebrations might not be on the list this year and smaller gatherings with close family and friends will take centre stage. Keeping this in mind, we wanted to create a Christmas campaign that harnesses the true spirit of this year and people’s desire for kindness and care.”

     

     

  • Actor Vinay Pathak is the face of a promotional campaign

    Tata Sky launches Astro Duniya

    By A Correspondent

     

    Tata Sky has added a new platform service – Tata Sky Astro Duniya – to its vast bouquet of interactive services. Joining hands with Dominiche Productions, Tata Sky Astro Duniya offers curated content created by astrologers offering advice in astrology, numerology, vastu, etc.

     

    Commenting on the launch, Pallavi Puri, Chief Commercial and Content Officer said: “At Tata Sky we have a diverse portfolio of platform services and believe in constantly strengthening them. With Tata Sky Astro Duniya we aim to provide our subscribers with information on various aspects of life and home using astrology, numerology, vastu from credible astrology experts, including personalized consultations. We thank Dominiche Productions for helping us develop this property and are confident that our promotional campaign featuring actor Vinay Pathak will create great buzz for the service.”

     

    Added Utpal Vaishnav, Director – Dominiche Productions: “When my co-founding partner Adarsh Gupta and me started our journey with Dominiche, we had set out a very clear objective for our company, to dominate scalable genres of the future. Astrology, given its generic appeal in India came up as a great opportunity to go after as a pioneering initiative. We are honoured to join hands with Tata Sky to bring to the audiences a credible Astrology offering that would make for a compelling watch.”

     

  • Ogilvy is the agency

    Perfetti Van Melle has unveiled its new digital campaign #FunKaBooster.

    By A Correspondent

     

     

    Highlighting the thought behind the campaign, Rohit Kapoor – Director Marketing – Perfetti Van Melle India (PVMI) said: “Chupa Chups has always stood for keeping the inner kid and childlike fun alive in our protagonists. Tapping into insights relevant to today’s teens, Chupa Chups #FunKaBooster campaign urges teens to let-go of the pressure of adulting by instilling some irreverent fun into their lives.  We believe that this campaign will increase the brand relevance of Chupa Chups and help take the brand to greater heights.”

     

     

    Commenting on the campaign, Ritu Sharda, Chief Creative Officer, Ogilvy-North, added: “The age of social media has put pressure on teens today. On top of their grades, extracurriculars, schoolwork… they also have to think about how popular they are, how many followers they have, how many stories they’re putting on their channels. Here is where we found space as a brand to tell these teens to just have fun and take the load off. The brand of fun we endorse is irreverent – not taking away from the great impact that teens today will have on the world of tomorrow, but asking them to fully enjoy whatever they are doing with a “Chupa Chups” twist.”

     

     

  • Bachchan Senior urges consumers to opt for the correct roof waterproofing technique for a lasting impact

    Rang Rogan is not the solution’ suggests Amitabh Bachchan in Dr. Fixit’s new campaign

    By A Correspondent [updated]

     

    Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan. The TVC urges consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Waterproofing is a category where often a consumer is not fully educated about correct products and solutions. Therefore, people often resort to quick-fix solutions and end up making the mistake of choosing a wrong waterproofing method. This campaign aims to make people aware about the correct way of waterproofing roofs with Dr. Fixit Roofseal, an elastomeric coating with nano fibres, that protects roofs from water and heat.”

     

    Commenting on the campaign, Talha Bin Mohsin, Executive Creative director, Ogilvy & Mather added: “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh.

     

     

  • The objective: to create engaging, impactful and inspiring content on the platform

    MX TakaTak lanches a Rs 100 crore creator fund

    By A Correspondent

     

    Short video platform MX TakaTak has announced a new initiative for creators – the MX TakaTak Creator Fund to encourage established and emerging creators to create engaging, impactful and inspiring content on the platform. The fund will deploy Rs 100 crore for creators.

     

    Said Karan Bedi – CEO, MX Player said: “The MX TakaTak Creator Fund is a way to give back to millions of people who bring their ideas into videos as well as to inspire other digital enthusiasts. Millions of users upload videos daily on the MX TakaTak App. We were thrilled to see the amount of creativity and hard work that our users put into bringing their dreams alive and into a video. We hope that the creator fund will not only reward them but also inspire them to continue creating impactful content, build an inspiring digital career, and help give back to the society that we all benefit from,” adding: “The short format video ecosystem is fast evolving and we’re delighted to have emerged as the market leaders in this category. Home to 70Mn Monthly Active Users and with over 10 Mn unique content creators, we are the preferred platform of choice for both the users and creators; we aim to further scale this in the new year.”

     

     

  • It’s called #InsideOutside for Parry’s White Label Sugar

    EID Parry rolls out new TVC

    By A Correspondent

     

    EID Parry has rolled its marketing campaign – #InsideOutside. Said Balaji Prakash, Senior Vice President – Sales & Marketing said: “There is a heightened awareness among consumers about hygiene and safety now more than ever. Sugar is an integral part of every household and women as gatekeepers of food and health, do look very keenly into the quality of everything that comes into her kitchen. As a leading sugar manufacturer, we have set several benchmarks in the industry in terms of producing quality products without compromising on taste and hygiene, which has won us many hearts and has helped us garner consumer trust in the market.  The #InsideOutside campaign is an opportunity for us to strongly educate and enlighten consumers about the various measures & quality standards that EID Parry Sugar undertakes before adding sweetness to their life.” Beside the TVC, #InsideOutside campaign also comprises a series of social media promotions.

     

     

  • It’s billed as India’s first AI-enabled geo-targeting digital ad campaign

    Nippon India MF launches campaign

    By A Correspondent

     

    Nippon Life India Asset Management Limited (NAM India), asset manager of Nippon India Mutual Fund (NIMF), has launched what it says is India’s first-of-its-kind geo-targeting campaign to help potential Mutual Fund investors connect with empaneled Mutual Fund distributors.

     

    The campaign, adds a communique, is conceptualiced by the marketing team at Nippon India Mutual Fund, surfaces the key issues/ questions/ doubts/ comments in the minds of investors and then provides a solution by way of contact details of empaneled Mutual Fund Distributors in their vicinity so that these concerns can be addressed and the wealth creation journey is catalyzed.

     

    Said Sandeep Walunj, Chief Marketing Officer, Nippon Life India Asset Management Limited: “We have made thousands of copies of this video with contact details of local MFDs and we will be geo-targeting them at a pin-code level. This will ensure that prospective investor in Bandra, Mumbai, or Bhatinda, Punjab, with eagerness to invest in Mutual Fund but lots of unanswered questions in their minds will be helped with names and numbers of empanelled MFDs in their vicinity. This is not just a ‘nice, goodwill gesture’ but one that will actually, connect millions of information-hungry investors with thousands of small-time self-employed professionals across the country.”

     

     

  • The conceptualisation and scripting agency is Interactive Avenues

    Voltas Beko’s #LiveYourResolutions campaign

    Press Release-based

     

    With ‘Freedom from chores’ for every family as the objective, Voltas Beko Home Appliances Private Limited (VoltBek) has launched a series of digital short films, urging people to put their tiring experiences of 2020 behind and focus on their hopes & ambitions for 2021.

     

    The goal is to inspire people, after what has been a rough year, to start 2021 on the right note and make their resolutions a reality.

     

    Conceptualised by Interactive Avenues, Gurugram. Production: Prime Focus

     

  • Objective of campaign: create brand awareness among prospective customers, integrated with the product offerings

    Bank of Baroda’s ‘Ek Forever Rishta’

    Press Release-based

     

    Bank of Baroda, India’s third-largest PSU bank, has launched a new campaign titled ‘Ek Forever Rishta’ . The bank has released ads in 10 different Indian languages.

     

    Said Purshotam, Chief General Manager – Retail Liabilities, Wealth Management Services, Marketing, Demat & NRI Business: “We have always been there as a committed friend and caretaker of our customers’ individual journeys. Through this campaign we want to take it to the next level where the consumer can avail the loans conveniently and move forward to achieve their dreams.”

     

    Added Rakesh Sharma, Head – Marketing & Branding:  “The storytelling had to be unique and impactful and that’s why we chose the format of Brand Stoppers (15 seconds each), which focusses on our philosophy of customer centric services. We hope that the campaign translates and conveys our thoughts across all our audiences effectively.”

  • An extension of the ‘Mere Baal, Meri Jaan’ campaign, the new film highlights how a woman’s hair is reflective of her identity

    Parachute Advansed celebrates women…

    By A Correspondent

     

    Marico Limited’s premium Parachute Advansed brand has launched a campaign for Pongal 2021. Showcasing different hair looks that exemplify different forms of expression, Parachute Advansed urges women to express their authentic self.

     

    Conceptualised by VML Y&R, against the backdrop of Pongal, the new TVC depicts various women in their festive looks.

     

    Speaking on the new campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Parachute Advansed has always been every woman’s ally in her journey of creating a unique identity. With nurturance and authenticity at the core, it has enabled today’s women to express themselves. This year on Pongal, the brand aims to celebrate them through a distinctive campaign that brings to life this unique personification forging a deeper connect.”

     

    Added Venkatagiri Rao, CCO, VMLY&R SEA & India: “For Pongal, we wanted to send out a message that even the most revered traditions only become more rich and alive when people add their own colour and spin to it. The Parachute Advansed campaign invites women to celebrate Pongal by unabashedly celebrating their own identities and hair choices. As a hair care brand, it’s important to support those who don’t have that freedom of self-expression, even in this day and age, by putting the topic out there and leaning into it. Thanks to the unique and robust Tamil style of music that underpins the campaign, a topic as everyday as hairstyles gets infused with unbridled energy and flair that feels very uniquely Tamil, and also gets the spotlight it deserves.”

     

     

  • The mandate also includes e-mail marketing and managing the search and social media promotion through Google Ads and Facebook Ads and Search Engine Marketing

    Infinite Mall to climb with Spicetree

    By A Correspondent

     

    Spicetree Design Agency (SDA), a Mumbai-based integrated digital marketing agency, has won the mandate for designing and implementing a digital marketing strategy for Infiniti Mall, the mall and entertainment hub. This includes the the complete digital marketing portfolio for Infiniti Mall, which includes engaging prospects on social media platforms like Instagram, Facebook, Twitter, LinkedIn, and YouTube. The mandate also includes e-mail marketing and managing the search and social media promotion through Google Ads and Facebook Ads and Search Engine Marketing.

     

    Shiraz Khan

    Said Shiraz Khan, Founder Director, SDA:  “While Covid-19 was a pandemic that turned everything on its head this year, for us at SDA it as an opportunity to expand into new horizons. We have charted new frontiers, made our presence felt outside India, and recently secured the mandate for Infiniti Malls across Mumbai and have also got some other prestigious brands on board. Our objective for Infiniti Mall is to maximize engagement, increase visibility and footfall on digital platforms, keep the TG completely informed and aware of all mall events and activities, among other things. Through its integrated digital strategy, effective communication, and creative sensibilities, SDA intends to make Infiniti Mall, the ‘go-to’ place for all shopping, entertainment, food, and fun requirements. The agency also aims to create a buzz around the place for people from out of Mumbai and nearby areas to visit the mall.

     

    An unnamed spokesperson from Infiniti Mall was quoted to have said: “We have been exploring partnership with various agencies and have been looking for a strong partner who would understand us and give us innovative perspective to reach our end consumer. The team at SDA understood our brief and also brought in interesting thoughts for the brand. We are really excited about this partnership”

     

     

  • He was last with Malabar Golds and Diamonds as Head of E-commerce & Digital Marketing

    MMTC-PAMP appoints Narendra Motwani to lead Digital, E-Com & Mktng Ops

    By Our Staff

     

    MMTC-PAMP, the London Bullion Market Association (LBMA) refinery accredited for gold and silver has announced the appointment of Narendra Motwani as Vice President – Digital, which encompasses the critical portfolios of Digital Gold, eCommerce and Web presence.

     

    Said Vikas Singh, Managing Director & Chief Executive Officer, MMTC, PAMP: “We are excited to have Narendra join our dynamic, high performing and talented team. Narendra is a seasoned marketer with the right background, experience, and proven capabilities to spearhead our marketing endeavors. MMTC-PAMP is a leader when it comes to trust, purity, and customer satisfaction, and Narendra’s addition will help us further raise these credentials and articulate the value we bring to our customers, besides building strong relationships with our stakeholders.

     

    Before MMTC-PAMP, Motwani was Head of E-commerce & Digital Marketing of Malabar Gold and Diamonds where he led the global e-commerce team, comprising sales and merchandising, product development, digital marketing, and in-market e-commerce functions. Prior to Malabar Gold and Diamonds, he has also worked with Gitanjali Gems.