MxMIndia

Category: MARKETING

  • Taps on #Everyday Honey initiative

    Havas Creative launches Dabur Honey campaign

    By Our Staff

     

    Dabur Honey has launched a digital campaign #EverydayHoney. Conceptualised and executed by Havas Creative, the campaign will amplify promotions by roping popular influencers and celebrities.

    Said Kunal Sharma, Dabur India Ltd Brand Head-Dabur Honey: “This year, we wanted the brand Dabur Honey to express that the emotion of pure and unconditional love is beyond just one day of Valentine’s celebration. It’s about celebrating love daily and appreciating those who add sweetness in our everyday life. We are delighted that through this initiative #EverydayHoney, the brand acted as a catalyst for celebrities to give a shout out to their fans who love them unconditionally every day.”

    Ravinder Siwach
    Ravinder Siwach

    Added Ravinder Siwach, National Creative Director, Havas Creative: “Valentine’s Day has not only become an important day for our consumers but is also an important advertising event. The day is associated with love, warmth and sweetness. We wanted to be part of this conversation as the connotations and associations of this day are very closely linked to our product and category.  So, when everyone was about to celebrate the day of love, we went ahead and reminded people about the other days. Don’t we deserve the same sweetness and love through the year? It demonstrated that every day is a day of love and hence, every day is Valentine’s Day.  Also, the important bit is we used the insights from the lives of celebrities in order to make the communication sharper and more pointed.”

     

     

  • All set to offer local content creation to Mahindra’s new farming services

    Digital Refresh Networks wins mandate for Krish-e by Mahindra

    By Our Staff

     

    Digital Refresh Networks (DRN) has bagged the mandate for ‘Krish-e, Mahindra’s Farming as a Service (FaaS)’ division for select digital marketing services.

    Notes a communique: “The role of Digital Refresh Networks (DRN) is to offer search (SEO), optimisation of the app (ASO) and local content creation that will help engage with the farmers fraternity, build relevance and create engagement opportunities at large. The company has actively been in the digital space for 10 years and believes that language shouldn’t be a barrier but trusts that every individual can explore the platform in their own chosen language.”

     

     

  • To prompt users to subscribe to the new Spotify Premium Mini plans

    WYP rolls out new ad for Spotify

    By Our Staff

     

    Spotify recently launched two premium mini plans. These plans will allow listeners to download and play songs offline.  To deliver the value proposition of these new plans, What’s Your Problem (now part of Wondrlab), has created an ad campaign that comprises two films.

    Said Amit Akali, Founder and CCO, Wondrlab: “In a value-conscious, price-sensitive market like India, encouraging the audience to pay for their music can be a challenge. To address this, our attempt was to focus on fresh and relatable situations. For example, all of us, with two left feet and more, have stolen the show at sangeet ceremonies. We all have gone out of our way to please our romantic interest in college days. The director, Vishwesh Krishnamoorthy of Corcoise Films, with his outstanding knack for performances and understanding of natural situations, did a great job.”

  • Features Ranbir Kapoor for Utlima Protek lamination guard

    Ogilvy creates new TVC for Asian Paints

    By Our Staff

    Asian Paints has launched a new ad for its Ultima Protek Lamination Guard. Conceptualised by Ogilvy India, the new ad is directed by Prasoon Pandey. The ad features Ranbir Kapoor, an actor who is seen more in TVCs than the longer format movies in recent years, and focusses on how only a house laminated with Ultima Protek stays truly protected from all elements of weather with the tagline, ‘Baarish, Dhoop aur Dhool ko Aane Do’.

    Said Amit Syngle, MD & CEO, Asian Paints Limited: “Consumers are looking for solutions to keep their homes beautiful forever and todays homes are challenged by the vagaries of weather, right from heavy rains to extreme sun and the new age problems of dust. Over the years, Asian Paints has pioneered technology led innovations through its product offerings to bring to consumers nothing but the best. Lamination Guard technology in Ultima Protek is designed to laminate their homes and protect its beauty for years to come. This campaign clearly establishes Ultima Protek, with its Lamination technology, as the Gold Standard of exterior paints.”

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai: “To show all you need to do is laminate your home to keep it safe, we have Ranbir Kapoor in a double role. Old Ranbir playing a matchmaker to help a young girl find her perfect match. She finally finds her match in young Ranbir living in the house of her dreams, laminated and protected by Ultima Protek from Asian Paints.”

    Ranbir acts well. We are looking forward to his longer format Shamshera and Brahmastra this year.

     

     

  • To introduce digital platforms to enhance studying experience

    Navneet DigiBook to be launched by Minimalist

    By Our Staff

    Navneet Education Limited is set to launch Navneet DigiBook, an app and web-based platform with features like interactive exercises, animations, highlight text, text inputs and read-aloud. The digital video is released in two languages, Hindi, and Marathi.

    The campaign was conceptualised and designed by digital agency The Minimalist under supervision of Creative Director Mayuresh Bangar.

    Said Devish Gala, Head of Branding, Navneet Education: “In changing the traditional architecture of education, while EdTech has the power to transform the future of how education is resourced and consumed, traditional ways have its benefits as well. Digital platforms combined with physical books are the perfect mix to increase efficiency and enhance the studying experience. While digital platforms add fun and convenience while studying, the physical books provides the comfort it has always provided. We at Navneet are motivated to serve students by introducing a user-friendly app/website that will be useful to the students in their studies. We are looking forward to a successful launch of the Navneet DigiBook and hope it will be well received by the students.”

     

     

  • Talks about role of financial planning in scripting one’s Bounce Back

    HDFC Life’s latest brand campaign

    By Our Staff

     

    HDFC Life has launched its latest brand campaign, Bounce Back.

    Said Pankaj Gupta – Senior EVP (Sales) and CMO, HDFC Life: “The pandemic has tested us all, creating an atmosphere of uncertainty.  Individual confidence has been low and the feeling of financial insecurity has been higher.  The importance of life insurance to protect oneself from financial setbacks was reinforced during this period of human history. The most important thing these times have taught us is the importance of family and the need to secure our family’s future.  Our latest brand campaign celebrates the indomitable human spirit and how financial resilience helps one to overcome challenges”

    Added Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett: “The past year has made everyone realize that setbacks can come at you most unexpectedly. But these tough times can also present the opportunity to pivot to a better future. However, the only way one can embrace these changes is when you are financially secured and well planned. This thought is poignantly put across in our film which narrates the tale of a couple’s success and takes us back in time when life dealt them an unexpected setback and how they overcame it. This campaign is the perfect extension to the brands ‘Bounce back’ narrative and takes a cue from the steadfast Indian spirit of resilience.”

     

     

  • Designed to redefine madness with tagline ‘Made of Mad’

    Poco unveils new brand logo and mascot

    By Our Staff

     

    Poco mobile phones unveiled the company’s refreshed visual identity, with a brand new logo and brand mascot. With a tagline ‘‘Made of Mad’, we’re told the new logo is specifically designed with the intent to redefine madness the Poco way.

    Said Anuj Sharma, Country Director, Poco India: “To commemorate Poco’s successful independent year, the entire objective of the brand refresh is to honor the community which is as different and unique as our smartphones in the market. Poco’s ‘’Made of Mad’’ is a creative rendition of what our fans and consumers can expect from a brand that indicates a very compelling functional promise. It is also a representation of our consumers who are mad, eccentric, irreverent with a thirst to pursue perfection. Through this initiative, we want to build a belief system that enhances the overall Poco experience that our users find relevant.”

  • Carries the tagline ‘Think Robots. Think Milagrow’

    Milagrow rolls out new video campaign

    By Our Staff

     

    Milagrow launches new video campaign for 2021-22 to augment its marketing arm. Led by the Former President of Mullen Lintas (Delhi) Syed Amjad, the campaign will be rolling out a series of videos focusing on floor cleaning robots followed by other categories.

    Said Rajeev Karwal, Chairman Milagrow Robots said, “Milagrow has been the pioneer in the field of Robotics since 2011 & has numerous firsts to its credit. Even as we operate in pathbreaking technology like AI, Deep learning, etc., we have always ensured that all our robots are considered humane. Our robots understand the user’s needs and do the tasks empathetically. Milagrow’s heart beats for humanity and all its robots are launched after a lot of research. The new brand identity and the new commercial convey this passion. The company will be spending at least 15% of its revenue on advertising and marketing in the coming financial year”.

    Added Syed Amjad Ali: Milagrow Robots is at the heart of lifestyle transformation. There is a tremendous opportunity for the brand to introduce a new way of living and to become a credible voice for freeing humans from the bondage of household chores. This is the purpose that the Milagrow Robots will stand for. It’s a dream opportunity for any marketer or a communication specialist to lead a brand and align it to its purpose.

     

     

  • Features brand ambassador Tara Sutaria for jewellery promotion

    Hazoorilal Legacy launches brand campaign 2021

    By Our Staff

     

    Hazoorilal Legacy launches its Brand Campaign 2021 with brand ambassador, Bollywood star Tara Sutaria.

    Said Ramesh Narang, Director, Hazoorilal Legacy: “We delved deep into the brand’s values and consciously devised a thought-provoking campaign that spoke of hope, resilience and our passion for building an everlasting legacy of beauty through exquisite designs & unmatched aesthetics. Tara’s superlative talent will mark this as one of our most memorable campaigns!”

    Added Tara Sutaria: “I am honoured to continue my association with an iconic brand like Hazoorilal Legacy. A pioneer in the jewellery industry, the brand has changed the face of the jewellery design landscape. I can’t wait for the big reveal in the next few weeks.”

     

     

  • Weaves story of Pratik Gandhi’s journey with tagline ‘Sangharsh Ka Saathi’

    Zero Gravity launches TVC for Jivraj9 tea

    By Our Staff

     

    Jivraj9 Tea has launched its latest campaign titled “Sangharsh Ka Saathi”. Zero Gravity Communications, the agency behind the campaign was brought on board with digital mandates for the brand since 2020. ZGC re-conceptualised Jivraj’s tagline – ‘Sangharsh ka Saathi’ and built it around Pratik’s real-life story.

    Said Pathik Shah, Executive Director of the Jivraj9 Tea Group: “Each life has its own journey with a distinct path and our brand is playing a tiny part in that journey. Tea is such an integral part of people’s life especially in India, & I am glad how we are successfully raising the bar with passing time by maintaining the particular quality & standards of aroma & taste.”

    Added Khushboo Sharma, Director of Zero Gravity Communications: “Pratik Gandhi has been widely acclaimed nationwide for his recent web series but the grind behind it is unknown and it depicts the tagline – “Sangharsh ka Saathi”. While working on this concept we couldn’t think of a better fit to start our first campaign in this series. The additional aligning factor was Jivraj9 and Pratik Gandhi both come from Surat. Going forward we will be looking at building more such stories and weaving our brand communication around it.”

     

     

  • An ode to the millions of uncrowned and unsung beauty queens

    Lowe Lintas films for Blue Heaven

    By Our Staff

     

    Blue Heaven Cosmetics recently released an advertising campaign conceived by Lowe Lintas Bangalore. The minute-long film brings out the brand’s proposition – Don’t miss any opportunity to express your beautiful self.

    Said Amit Chopra, CEO & MD, Blue Heaven Cosmetics: “Over the last 45 years, Blue Heaven has enabled Indian women to express their beauty through its range of makeup products. Today, makeup is more than an occasional phenomenon, and Indian women are celebrating their beauty in everyday micro moments. Our new campaign, “O Beauty Beauty!”, is an ode to these beautiful women who make the most of their everyday life. Lowe Lintas understood the pulse of our customers and helped us connect better with them. We believe that the new campaign will help us deliver not just a great advertisement but effective business results.”

    Added Puneet Kapoor, Regional Creative Officer, Lowe Lintas: “Blue Heaven makes great contemporary makeup solutions available to every woman across India. This film is an ode to the millions of uncrowned and unsung beauty queens found in every locality and pin-code of the country. It celebrates the expression of the most spirited everyday moments in their lives, as if there were a grand, non-stop makeup party happening across the country every day, whose proof can be found in the 15 seconds of fame playing on insta-reels (earlier tik-tok) generation.”

     

     

  • To deepen connect brand enjoyed in Kerala

    New campaign to relaunch Kanan Devan Tea

    By Our Staff

     

    As part of Kanan Devan’s relaunch campaign, TVCs created by VK Prakash have been shot in Kerala. Said Garima Khandelwal. Chief Creative Officer, Mullen Lintas:  “The brand communication with this commercial evolves from the brand being home grown in Kerala to being home grown to know Kerala like no other. That the dialect in Kerala is so different in different regions that words in the same language are misunderstood was a unique and fresh idea. What is special in this montage is the mix in the casting, to have famous recognisable artists that are popularly known to be from the same regions as depicted for the commercial lend the scale and memorability.”

    Added Puneet Das, Senior VP– Marketing, Packaged Beverages, India, Tata Consumer Products:  “Tata Tea Kanan Devan, because of its origin from Kerala’s very own Kanan Devan Hills, enjoys a heritage status in the state. Our goal is to deepen the emotional connect , the brand enjoys in the state , by celebrating unique facets of people of Kerala, that instils in them a sense of pride. Kanan Devan’s new TV commercial illustrates situations wherein difference in dialects of Malayalam spoken across the various districts of Kerala , leads to confusion. These situations depicted are so authentic to Kerala, that a brand as ingrained as Kanan Devan in Kerala , can understand and appreciate the humour. We are sure you will enjoy these witty  situations and will definitely agree to the fact, one has to be from Kerala , just like Tata Tea Kanan Devan , to really appreciate this uniqueness”