MxMIndia

Category: MARKETING

  • Entrusted to carry forward Singer sewing machines 170 years of legacy

    Option Designs partners with Singer India

    By Our Staff

    Option Designs has closed the creative and digital mandate with Singer India Ltd bagging the rights to be its strategic partner in positioning the brand in India. The agency will expand the market share in sewing machines’ core business and eying a leadership status in the Kitchen appliances and other synergetic product lines for the brand.

    Said R Shankar, AGM Marketing of Singer India: “Option Designs being well-versed with relevant culture and changing market trends will be able to comply and shape the brand’s requirements that will be imperative for our brand positioning, giving us velocity in effectively reaching out to our target consumers”.

    Added Anurag Mehta, Founder Option Designs: “The brand brings a great opportunity for us to establish the world champion sewing machine manufacturer into domestic appliances too. The innovative approach and a commitment to creating value for the end customer from the brand are at the forefront of our strategy.”

     

     

  • The new name: Ageas Federal Life Insurance

    Tendulkar pushes IDBI Federal Life’s new avatar

    By Our Staff

    Ageas Federal Life Insurance has launched a new brand campaign spearheaded by cricketer and brand ambassador Sachin Tendulkar.

    Said Karthik Raman, CMO & Head-Products, Ageas Federal Life Insurance: “Through the years, we have built our brand on the foundation of positivity, optimism and wellness. While we now adopt a new identity as Ageas Federal Life Insurance, we remain faithful to our core purpose of empowering people to create the life and lifestyle of their choice. We would continue to partner with them to help them achieve their dreams and goals so that they can truly be #FutureFearless.”

     

     

  • To launch its #BreatheClean Movement

    Otrivin partners wellness influencers

    By Our Staff

     

    Pharma product Otrivin launches new campaign for its Breathe Clean Daily saline wash. The #BreatheClean movement aims to strengthen the brand.

    Said Vijay Sharma, Area Marketing Lead, OTC & Expert Marketing ISC, GSK Consumer Healthcare: “Otrivin Breathe Clean continues to receive great response from our consumers since the time it has been launched. Hygiene forms an essential part of everyone’s lives now, yet Indians do tend to miss out on the nasal hygiene. The campaign is a conscious effort of the brand to reiterate on the usage of including nasal washing in daily routine and create awareness on the same. We are confident that this new campaign is going to strengthen our brand messaging even more and strengthen our commitment to a healthier India.”

     

     

  • The 'Watch Us Move' campaign is designed to encourage women to move with an “absolute sense of freedom"

    Adidas launches campaign with Manushi Chhillar, others

    By Our Staff

    Sportswear major Adidas has launched ‘Watch Us Move’, a campaign to celebrate womanhood and their freedom of movement.

    The launch of the campaign saw Manushi Chhillar, Dipika Pallikal and Nikhat Zareen coming together to narrate how they have broken unrealistic stereotypes of perfection through their incredible journey and positioned themselves as role models for young girls across the country.

    Present at the launch, Sunil Gupta, Senior Director, brand adidas, India said: “Watch Us Move” is all about encouraging women to express themselves through movement. Every woman has her own definition of movement, of what progress looks like. They’re already taking action, creating in their own way. Yet many tell her what to do, how to look and who to be. With the launch of “Watch Us Move”, adidas aims to unshackle these expectations and provide 100% support for all women making moves as they move the world.”

     

     

  • To feature in a series of video campaign #JaanchParakhLo

    Dalda Vanaspati ropes in Sanjeev Kapoor

    By Our Staff

    Dalda Vanaspati has roped in chef Sanjeev Kapoor as its brand ambassador. Kapoor will be seen in a series of videos in the brand’s upcoming campaign #JaanchParakhLo.

    Said Milind Acharya, Head of Marketing, Bunge India: “When we talk about authentic Indian taste, there are only two names that come to my mind, Dalda Vanaspati and Chef Sanjeev Kapoor. While there are many brands which have been there for decades and are going strong but a cooking medium brand belonging to the FMCG sector which has lasted this long, itself speaks volume of credibility and reliability of Dalda. And when it came to communicating the brand message, there couldn’t have been anyone else other than the Chef Sanjeev Kapoor, who is recognized across the country as the quintessential face of high-quality Indian cooking and someone who himself believes in Dalda Vanaspati.’

  • To introducing SweetCare – a healthier low GI sugar

    RK Swamy BBDO creates new TVC for EID Parry

    By Our Staff

    EID Parry has announced the launch of new Parry’s SweetCare Low GI Sugar. Titled #worrylesssugar, the TVC highlights the healthier low glycemic sugar.

    Said Balaji Prakash, Senior Vice President – Sales & Marketing, EID Parry: “With the launch of Parry’s Sweet Care Low GI sugar we are entering a critical phase in our journey as an innovative, consumer focussed company, to offer our consumers truly innovative products that are healthy without compromising on essentials like taste, organoleptic and other essential features. We seek to meet and help people where they are. A true win-win.  Sweet Care can be a gamechanger in the sugar category with its unique proposition of being a healthier low glycemic sugar. We believe we have a champion product which is natural, is clinically tested with superior health benefits and without any harmful side effects. Our latest TVC focuses on the benefits of SweetCare as a low GI sugar and its long term positive impact on consumers lives to alleviate in some way, their concerns and inability to address many detrimental dietary and lifestyle choices.This TVC highlights modern day lifestyle issues in a light, slice-of-life manner. We are confident that this campaign will reach out to consumers and they will really value this new offering.”

    Added Navneet Virk, Senior Vice President & Creative Director, R K Swamy BBDO: “It’s a product whose time has come. Everyone knows we are heading towards being the diabetes capital of the world. And the greatest tragedy is that people don’t realize how their lifestyles are affecting their health. That stress, lack of sleep and irregular routines are the prime causes of sugar imbalance in the blood which consumers don’t know. And this has been the insight, that consumers are living on the edge without realizing they are. So it’s a simple story with a concerned wife who has switched to sweet care Low GI sugar because her husband is nowhere near switching his lifestyle for a better one. We wanted to capture a genuine moment, a moment of concern and love between the couple and wanted to do that in a tone and manner which would get at the heart a little bit but not overtly. We wanted the unspoken emotions of the exchange to offset the clinical associations with a low GI product. We expect the relatable emotional context, the everyday ambience, the understated dynamic of the couple to draw consumers into the moment.”

     

     

  • With tagline Reclaim Your Life and unfollow the calendar

    Ogilvy creates film for new Tata Safari

    By Our Staff

    Tata Motors has launched an advertising campaign for its premium flagship SUV, Safari.  The new Tata Safari film, Reclaim Your Life, is conceptualised by Ogilvy Mumbai and seeks to inspire people to break free and live life on their own terms. It has a media mix of over 50 TV channels and a huge print and OOH coverage.

    Said Vivek Srivatsa, Head Marketing – Passenger cars: “Safari has always enjoyed an iconic status. With the new launch the challenge for communication was to raise the bar even higher, while refreshing the Reclaim your life theme to bring it in sync to the current times. Ogilvy has managed to do it beautifully in terms of storytelling and also in the way Safari has been integrated in the story.”

    Added Saurabh Kulkarni, Group Creative Director, Ogilvy Mumbai: “Working on the new ‘Reclaim your life’ campaign was a big, big deal since the brand and the ad that launched it have something of a cult following. A lot has changed since then, though, including the consumer. Now, we’re talking to somebody who’s older, who’s confined, not by the Monday to Friday routine, but by their own mindset which says that there’s something called Monday. The client was clear from the start that the ad shouldn’t be about showcasing features but rather telling a story. So, we told the story of a guy who breaks free of this construct of a calendar in his mind and reclaims his life.”

     

     

  • To strengthen the equity for the brand

    Havas bags digital mandate for Bingo

    By Our Staff

    This is big. Havas Creative India has bagged the digital mandate for Bingo following a multi-agency pitch. The agency’s focus will be on further building and strengthening equity for the brand and managing the entire portfolio of sub-brands of ITC Bingo in India.

    Said Aishwarya Pratap Singh, Head of Marketing, Snacks, Noodles & Pasta ITC Foods: “With the redefined media mix, and increasing role of digital in everyday lives of a consumer, Bingo! aims to occupy higher mindspace of its consumers through heightened engagement on social media. We are delighted to have Havas on board as our social media partner, and we look forward to continue the clutter-breaking, witty communication that Bingo! is known for on Digital platforms as well.”

    Bobby Pawar
    Bobby Pawar

    Added Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India: “We are excited to be partnering with one of India’s most loved snack brand Bingo, which offers a great canvas for showcasing our skills and creativity. We look forward to creating engaging and clutter-breaking work that makes a meaningful difference to the brand and further strengthening the brand’s legacy in the market.”

     

    Arindam Sengupta
    Arindam Sengupta

    Said Arindam Sengupta, Managing Partner – West & South, Havas Mumbai: “We are delighted to win the digital communication mandate for a renowned brand like ITC Bingo. Through this association, the aim is to take the brand love established over the years by ITC- Bingo and translate it on new-age digital platforms and create meaningful content and experiences for consumers across the country.”

    No more quotes. Let’s wait for the creatives.

     

     

  • To promote customer safety with tagline #DontMessAround

    Manforce condoms launches new campaign

    By Our Staff

    Manforce Condoms launches new campaign #DontMessAround to promote customer safety.

    Said Joy Chatterjee, DGM, Mankind Pharma: “Through this campaign the intention is to show how messy of an experience it can be if you decide to go raw instead of using a condom. We have always been committed towards our customer’s safety and want to ensure that sex always stays as an act of pleasure, along with safety. We want to communicate to the masses #DontMessAround, Put on a Manforce to avoid unprotected sex and sexual diseases”.

     

     

  • The tagline is Sahi Prep Hai Toh Life Set Hai"

    Mirchi features Kartik Aaryan for GradeUp campaign

    By Our Staff

    Mirchi Brewery has launched a campaign for Gradeup with the tagine ‘Sahi Prep Hai Toh Life Set Hai’. With Kartik Aaryan as the face of this campaign, the brand drives home the message through a series of digital films.

    Said Vipul Nagar, National Solution Director – Mirchi: “At Mirchi Brewery, we strive to provide customised creative solutions to our discerning clients that help achieve specific goals. Thus, with an aim to make a mark for Gradeup in a rather cluttered EdTech space, we conceptualized the ‘Sahi Prep Hai Toh Life Set Hai’ campaign. Through a series of digital films featuring Kartik Aaryan, the campaign connected with the young students of today to highlight the brand’s unique offerings and how it helps them not just prepare for competitive exams but for life.”

    Added Ankit Gautam, AVP Marketing, Gradeup: “Mirchi was able to build a great campaign from a very deep-rooted cultural insight, which instantly connects with the audience and has a strong brand association. We are very happy with the way the ad films have come out and are graining great traction in the market. While picking up agency, we decided to go with Mirchi because of their in-depth market research and the directional approach”

     

     

  • With promise of being ‘Sabse Thick Sabse Tasty'

    Slice launches new TVC

    By Our Staff

    Mango drink Slice brand has unveiled its ‘Sabse Thick Sabse Tasty’ campaign accompanied by a new TVC featuring brand ambassador Katrina Kaif.

    Said Anuj Goyal, Associate Director, Tropicana and Slice, PepsiCo India: “Consumers have expressed immense love for Slice which is a testament to our confidence in the product. However, we wanted to take a step further and encourage our consumers to take the new Sabse Thick Sabse Tasty blind taste challenge to bolster Slice’s position as the tastiest and thickest mango drink in India. We are excited to reach out to our consumers this summer through this campaign featuring the incomparable Katrina Kaif.”

     

     

  • Eduseries informative series exclusively for women customers

    Kotak Silk launches financial webinar for women

    By Our Staff

    Kotak Mahindra Bank Limited (KMBL) announced that it will be conducting an informative education series on financial matters for customers of Kotak Silk under its #SheisTheChange initiative.

    The financial webinar will feature leading female financial experts who will enlighten Kotak Silk customers on saving, investments, and financial behaviour.

    Said Elizabeth Venkataraman, Joint President – Consumer, Commercial & Wealth Marketing, Kotak Mahindra Bank: “Women are often dependent on male members of the family for financial advice. Through our #SheIsTheChange initiative, we want to change this male-dominated narrative. Why shouldn’t a woman take control of her money matters? Women today are making a mark in every field. They have every right to take charge of their finances in the way they like. #SheIsTheChange calls upon all women to lead, take charge of their financial matters and make well-informed financial choices. The webinars will be interactive and explanatory and will help in calming the financial worries of our esteemed Kotak Silk patrons.”