MxMIndia

Category: MARKETING

  • As brand ambassador to promote new mantra to 'Take It Light'

    Cadbury Perk brings back Alia Bhatt

    By Our Staff

    Cadbury Perk has roped in Alia Bhatt yet again for a new campaign. The film encourages consumers to face life’s twist and turns with tagline ‘Take It Light’.

    Said Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India: “Cadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging – we propagated the message of ‘Masti’ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Today’s youth believe in facing life’s stresses with lightness. Our launch film and tagline ‘Perk khao, Light ho jao’ attempts to land the message that Perk is THE light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia D’souza and Ananya Panday who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the ‘Take It Light’ proposition to life effortlessly with her bubbly persona and strong youth connect.”

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “This is a super fun idea on lightness, executing this was truly a ball. Working with Alia, Pavail and Bob was just lots of masti. I believe, the social surround around the idea and the film will beautifully bring the core idea to life – Perk khao, light ho jao.”

     

     

  • Fosters inclusion with #BringingWomenBackToWork

    SBI General Insurance campaigns for women

    By Our Staff

    SBI General Insurance has launched the #BringingWomenBackToWork initiative to encourage and hire women looking to rebuild and resume their careers after a break.

    Said Shharad Dhakkate, CHRO, SBI General Insurance: “It has always been our endeavor to provide the right opportunities to deserving talent. At SBI General, we believe that our talent pool is the backbone of the Company. With #BringingWomenBackToWork initiative, we aim to provide women a platform to facilitate their journey towards their career goals which they may have put on hold for various reasons. We believe that, this initiative will create opportunities as well as enable us to augment our workforce and grow from strength to strength.”

     

     

  • Recognises achievements of women

    Embassy Group celebrates Women’s Day with new video

    By Our Staff

    Real estate firm Embassy Group has launched a new campaign “Choose To Challenge” for Women’s Day. The video celebrates the women of Embassy.

    Said Vineet Singh, Group CMO, Embassy Group: “The last 20 years have witnessed a massive change in the social fabric of our society where increasingly women are making a mark for themselves in every sphere of life which also includes the corporate world. The real-estate sector is no exception which is gradually seeing more women take important roles be it in the leadership team and frontline roles. At Embassy Group, keeping in line with our future first vision, we have constantly strived towards creating an inclusive workplace with equal opportunity for all, where women employees have always played a pivotal role in every level of the organisation. Keeping this in mind, our women’s day digital video is our small effort to celebrate these achievements by showing how women are constantly opening the doors to a future first world where conversations happen on an ‘individual’ level without gender playing a role in it.”

    Added Sonia Khurana, COO, Digitas, India: “When the idea of creating a video to celebrate women on IWD came up, our collective reaction was that it would be a cliche. But it soon sunk in that dismissing it is the real cliche. The reality demands constant reminders to claim what is rightfully ours and the inclusive Embassy culture made it organic and easy for us to craft this video. Why shy away from telling the truth, especially when it can have a positive domino effect in the industry and the world at large.”

     

     

  • As part of the campaign, Ceat released a digital video that highlights the need of change in the mind-set of the society on how it perceives women and their abilities

    Ceat’s #UthaoSawalBadloKhayal campaign for IWD

    By Our Staff

    Ceat Tyres launched a digital campaign called #UthaoSawalBadloKhayal on the occasion of International Women’s Day (IWD).  As part of the campaign, Ceat released a digital video that highlights the need of change in the mind-set of the society on how it perceives women and their abilities.

    Said Amit Tolani, Chief Marketing Officer, Ceat Tyres: “Today’s women are breaking all sorts of barriers and stereotypes and succeeding in every sphere of life. This campaign is a small tribute from CEAT to all such women. The idea of this campaign is to build awareness of the biases that society still holds about women and their abilities and how we all can proactively change that mind set.”

  • Features pastry chef Pooja Dhingra from India

    LinkedIn unveils global integrated campaign

    By Our Staff

    LinkedIn launched its first global integrated campaign for International Women’s Day 2021. The campaign sees LinkedIn bring together influencers and its community to share content that helps and supports women, creating global engagement across the platform.

    The film, directed by Jessie Ayles, features stories of seven women professionals from seven countries from varied industries. From India, the campaign features pastry chef and entrepreneur Pooja Dhingra.

    Said Senior Director of Brand & Communications, EMEA, LATAM & APAC at LinkedIn, Ngaire Moyes: “Women have faced greater economic hardship through the Covid-19 pandemic, disproportionately losing jobs and income. Decades of progress in gender equality has been undone in a matter of months. This shift has impacted how our female members interact on the platform and we have seen countless examples of the LinkedIn community sharing their stories and supporting each other in whatever way they can. Seeing the way our community pulled together in this crisis was the inspiration for our first international integrated campaign to mark International Women’s Day. Through the #WeCanDoIt campaign, we hope to elevate the voices of our female members across the platform and encourage others to share their personal stories in a bid to help and empower working women around the world.”

     

     

  • Targets Gen Z and shows how workouts can #StartAnywhere

    Lowe Lintas creates ad for Fastrack Reflex 3.0

    By Our Staff

    Fastrack has launches its latest smartband offering, Reflex 3.0. And for this, a campaign has been conceptualised by Lowe Lintas Bangalore.

    Said Ajay Maurya, Head of Marketing, Fastrack: “This fun, bold, spontaneous film speaks the language of the Gen Z’s who don’t believe in set definitions when it comes to fitness. They believe in being fluid in their thinking and impulsive in their actions. The latest Fastrack Reflex 3.0 smart band comes with 10+ sports modes which makes starting your fitness journey as easy as it gets. The film beautifully lands the message: With the Reflex 3.0, you can start your fitness journey just anywhere.”

    Added Puneet Kapoor, Regional Creative Officer, Lowe Lintas: “Fastrack has always stood for the audacious and uninhibited expression of youth identity which can’t be locked in templates or boxes. This applies equally to their idea of fitness also, which spills out, ever so freely, from the walls of gyms and lines of courts, to almost anywhere. That’s the central idea of this film with the many features of Reflex 3.0, keeping a tab with it’s exciting modes no matter where you start.”

     

     

  • With new campaign created by Taproot Dentsu & Dentsu Webchutney

    Facebook bats for stronger consumer connect

    By Our Staff

    Facebook has launched a new phase of its consumer marketing campaign in India – ‘More Together’. The 360-degree campaign has been conceptualised and executed by Taproot Dentsu and Dentsu Webchutney and will go live in multiple languages across TV, digital, print, radio and OOH.

    Said Avinash Pant, Director – Marketing, Facebook India: “Facebook is deeply entrenched in the cultural fabric of India. Everyday we see different ways in which people across the country come together on our platform to create meaningful connections, fuel discovery, and help and support one another. This ability to connect and share with the world can lead to endless possibilities, and we feel humbled with the stories where our family of apps have provided this value to the people. Our consumer marketing journey over the past year has been focused on showcasing these diverse stories with the underlying belief that people can do more together than alone, and we continue to rally behind it.”

    Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “People want to be more, experience more, inspire more, help more, relax more, shine more – it’s in our DNA, this need to do more for ourselves and indeed for the world we live in. Facebook is a means to that end – a place where people come together resulting in delightful, sometimes entirely unexpected outcomes. This campaign will capture many such stories and trace the trajectories of people like you and me, who shared something with the world and got so much more back in return.”

    Said GD Prasad, Vice President, Dentsu Webchutney: “On Facebook, everyone is just a conversation or comment away from unlocking the potential of achieving more together. With #FBpePoocho, we are celebrating the power of community. Our aim is to encourage people to activate their network, and in the process, help themselves and others grow. We’ve done this through interesting, everyday stories of people who’ve come together through the platform to realise impactful, incredible outcomes.”

     

     

  • Releases its maiden campaign

    Mullen Lintas wins mandate for Nature’s Essence

    By Our Staff

     

    Mullen Lintas has won the creative mandate for Nature’s Essence, a skincare and haircare brand backed by Samara Capital. The new campaign is part of the revamped brand strategy, crafted by Futurebrands.

     

    Said Amit Chopra, CEO – Esme Consumer: “For more than 20 years, Nature’s essence has helped women discover their real beauty through its range of Facial Kits, Gels, Creams and Face washes.  Our first campaign, “Hello Beautiful”, encourages every woman to discover their inner beauty by embracing the best that nature and technology has to offer.”

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Nature’s Essence’s range of beauty products for everyday skincare make you meet your new beautiful skin, as though you meet yourself for the first time. We won the business with the strategy of making beauty a conversation with self, talking to the new confident audience that is not seeking or cares for external validation or admiration for her newfound beauty, but making herself her biggest fan and admirer.”

  • Mirchi has renamed its radio station from 98.3 to 98.Stree for the 10-day initiative

    Mirchi & Modicare collaborate to campaign for women

    By Our Staff

    Modicare Limited and Mirchi are back with their women empowerment campaign – ‘Sapno Ki Azadi’, Kickstarted on March 3, ’Sapno Ki Azadi‘ campaign” will run for 10 days on radio and digital, across eleven cities.

    Said Samir Modi, Founder and Managing Director, Modicare Limited: “A nation cannot truly progress till each and every woman is empowered to fearlessly pursue her dreams. When women thrive, all of society benefits. For us at Modicare it has always been paramount to create an ecosystem where women get equal opportunities to grow and pursue their dreams. We have over 3 lakh consultants joining us every month, out of which 60% are women. Today, after 25 successful years in the business, we have innumerable success stories of women who decided to take charge and be fearless in their pursuit of success. Modicare has also been recognised amongst India’s 50 Best Workplaces for Women. Through Sapno Ki Azadi we wanted to share their inspiring stories with the world and motivate others to pursue their dreams.”

    Added Shivangini Jajoria, Senior Business Director from Mirchi: “Modicare’s brief of celebrating every women’s right to dream inspired our team to create this multi-platform campaign which rides on the connect our RJ’s have built with their listeners on both radio and social media. Through ‘Sapno Ki Azadi’, we hope to inspire while we entertain.”

     

     

  • Created by Ogilvy and directed by Shoojit Sircar

    Greenply rolls out new TVC

    By Our Staff

    Greenply Industries Limited has launched its new set of TVC campaign ‘Khud bane Ho Toh, Greenply Banta Hain’. The TVCs, which celebrates the resilience of human spirit, have been created by Ogilvy India and is directed by Shoojit Sircar.

    Said Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd: “We at Greenply understands what it takes to make it on one’s own. As our brands philosophy we always appreciate the length to which individuals go to fulfill their dreams. This campaign is a salute to those self-made people and their indomitable spirit.”

    Added Sujoy Roy, Executive Creative Director, Ogilvy India:”The campaign is a tribute to the undefeated resilience of humanity. The characters are people we can easily relate to. We feel their frustrations because we have all been in their shoes. That’s why their hope is our hope. The mood of the campaign gets succinctly translated into the familiar Tagore song we hear at the end. The message is clear: walk the solitary path even if no one comes to walk with you.”

     

  • To further brand’s campaign to strike a chord with masses

    Redmi ropes in Sonu Sood as brand ambassador

    By Our Staff

     

    Redmi India announced Sonu Sood as the brand ambassador for Redmi 9 Power. This partnership will further the brand’s existing campaign – ‘More Power to you’.

    Said Muralikrishnan B, COO, Mi India: “We are thrilled to partner with Sonu Sood to endorse one of our bestselling smartphones. We have always focused on ensuring the best specs, highest quality and honest pricing. Sonu’s ability to strike a chord with the masses and his drive to do good will help cement Redmi’s ambition of enabling everyone through technology. We are sure that this partnership will enable more and more people through Sonu’s pan India presence and Redmi’s technology prowess.”

     

     

  • Team Whyletz and Creative Monkeys work on transformation journey

    Meitra Hospital revamps brand identity

    By Our Staff

    Meitra Hospital in Kozhikode (eka Calicut) has revamped its brand identity with a host of initiatives under the Meitra Care Network. The new brand identity was conceived by Whyletz and executed by digital partner Creative Monkeys. The film was conceptualised by Omair Siddiqui and directed by Senthil C Rajan.

     

    Said Siddiqui: “The year that went by, was a mixed bag of a whole lot of emotions, questions and expectations. And everyone was looking at healthcare, hospitals, health workers across the world for a sign of reassurance. Each and everyone associated with healthcare has worked tirelessly, selflessly to bring everyone back from the agonies that one microorganism has caused to the world in the last one year. As an advanced tertiary care hospital brand in Kerala that touches millions of lives each year; it was our fundamental duty to inspire people to not give up on hope. It was our duty to remind people that happiness still waits for them in the smallest of the everyday moments of life. All they need to do is start looking for it. The purpose of the film was to bring a feeling of positivity, raise the sinking spirits and change the mood. This thinking gave rise to a whole new spirit for the hospital – Health. Hope. Happiness, and we decided to change our avatar and get more aggressive in what we do best. We knew that to pull the together, we need to push ourselves harder. And so, Meitra Hospital plans to launch an array of people initiatives under the Meitra Care Network; that will serve the people of Kerala by bringing together like-minded healthcare providers, professionals, technologies; that can work towards delivering advanced healthcare to each and everyone alike.”

     

    Added Priyanka K V, Chief Brand Officer, Creative Monkeys: “Seldom do we see a hospital brand that reaches out to people, only to bring a smile on their faces. The vision of Meitra Hospital, and their unconventional approach to brand building is what any creative partner would want from a brand to work with.”

    Said Sijo Michal John, Chief Creative Officer, Creative Monkeys, “Health. Hope. Happiness; is a powerful thought and sums up the brand’s essence with simplicity and craft. It has been amazing being a part of the brand’s transformational journey. Team Whyletz has done a beautiful job of defining the brand’s identity extensively, something that we do not see happening very often in Kerala. Kudos to that.”