MxMIndia

Category: MARKETING

  • To increase awareness for insurance and recall for Digit Insurance

    Virat Kohli joins Digit Insurance as brand ambassador

    By Our Staff

    Digit Insurance has announced that Virat Kohli has joined them brand ambassador. The baseline of the campaign is ‘Digit, the almost five-star customer-rated insurance.’ Made by Stirred Creative, the campaign #SwitchToDigit with this 30 second ad comes ahead of the start of the IPL season.

    Said Vivek Chaturvedi, Chief Marketing Officer, Digit Insurance: “Insurance in India is highly underpenetrated. Therefore, our marketing objective was to increase the awareness for insurance and recall for Digit Insurance. And who better than the very passionate youth icon, Virat Kohli, for the same, who is loved by every age group of Indians. Plus, at Digit, we believe that insurance can be simple and fun. Therefore, we wanted to keep that fun element in our campaign, too. From a brand perspective, we wanted to highlight that Digit has earned the trust of 1.5 crore Indians for their car, bike, health and travel insurance, and that reflects in our almost 5-star customer rating on Google and Facebook.”

    Added Edward Anthony, Founding Partner, Stirred Creative: “Our brief was straightforward. We had Virat, a 5-Star rated player and Digit, an almost 5-Star rated insurance. All we needed to do was to marry these two in a fun way. And with IPL around the corner, #SwitchToDigit was conceptualised with a twist that would leave people with a smile at the end.”

     

     

  • To create a brand with an in-depth consumer connect and high recall

    WolfzHowl wins brand mandate for Tea Valley

    By Our Staff

    WolfzHowl Strategic Instigations, a brand strategy consultancy, has been mandated by Tea Valley for crafting its brand purpose. The directive is to create a brand with an in-depth consumer connect and high recall by leveraging WolfzHowl’s brand purposing and strategy expertise.

    Prerna Dubey Gupta
    Prerna Dubey Gupta

    Said Prerna Dubey Gupta, Lead – Integrated Strategy and Partner, WolfzHowl: “We are excited to have Tea Valley on-board with us as it’s one of the fastest growing tea brands. Purpose is a way to create sustainable profitability for the brand and its people; to do that for a wonderful brand like Tea Valley in a challenging and crowded tea category is really exciting for us. As an integrated brand consultancy with expertise of more than 8 years in creating brand purpose across categories, we are cognizant of the fact that the end output should not be just a purpose-sounding film or a positioning brand with a bunch of CSR initiatives. While crafting brand purpose, what we aim for is to truly make a difference to people’s life while being extremely profitable with a high impact in the market.”

    Vallabh Keswani
    Vallabh Keswani

    Added Vallabh Keswani, Marketing Manager, Tea Valley: “Tea Valley is more than just a tea brand. Our aim is to create the finest, richest and most affluent tea blends in the country. We recognised early on that brand purposing can make a significant difference to the lives of people and communities, which ultimately creates lasting value and differentiation for brands, much beyond just profitability on its own. Tea as a product is highly penetrated and the presence of local jewels is pretty dominant so every market would require a different strategy and identifying a purpose early will also bring in consistency in brand communication. For this, we looked at a lot of agencies and figured out that Wolfzhowl was the best consultancy to partner with. Their deep understanding of the consumer as well as the tea market is what swayed us in their favour. What sealed the deal for us was how they want to bring the purpose to life beyond just a film and how they also focus on creating a brand purpose that impacts brand profitability while making the consumer’s life better.”

     

     

  • To promote Ayurvedic products of Kapiva

    Enormous Brands bags the brand planning of Kapiva

    By Our Staff

    Independent creative agency Enormous Brands has bagged creative mandate of Kapiva Ayurveda. It will be responsible for brand planning and designing strategy.

    Shrey Badhani
    Shrey Badhani

    Said Shrey Badhani, Co- founder, Kapiva: “We are thrilled to be partnering with Enormous Brands as we look to build out Kapiva into an enduring, differentiated brand. Enormous has a great track record of differentiated storytelling for challenger brands. They have a deep understanding of the urban millennial consumer and really understood the value proposition of Kapiva to our consumers. We also really enjoyed the interesting conversations with their diverse, talented team over the past months.”

    Ashish Khazanchi
    Ashish Khazanchi

    Added Ashish Khazanchi, Managing Partner, Enormous Brands: “Kapiva is a brand born out of age old practices of Ayurvedic nutrition made accessible for the modern families. It has its roots in tradition and yet fits into a modern household’s life with innovative formats. Kapiva did exceedingly well in the last few years with people’s attention shifting to better nutrition and going forward, we’ll look forward to building even higher relevance for the brand in the consumer’s mind.”

     

     

  • New campaign to celebrate Earth Day and its core beliefs

    Dia Mirza appointed brand ambassador of Lotus Organics+

    By Our Staff

    Lotus Organics + has appointed Dia Mirza as the brand ambassador for its Lotus Organics+ range of skincare and hair care products. As the face of the brand, Dia will appear in multiple campaigns which will run across digital platforms.

    Said Nitin Passi, Joint Managing Director, Lotus Herbals: “Lotus organics+ is a brand committed to a non-toxic lifestyle and emphasizes the benefits of living life the organic way. We are delighted to associate with Dia Mirza, who shares the same passion for a better, greener world. She personifies the organic lifestyle, cares about the environment, and makes conscious choices towards sustainability. Actress Dia Mirza elaborates, “I’m proud to be associated with Lotus Organics+, a brand that has deep-rooted values and an ethical approach towards the environment. It is a responsible 100% certified organic beauty brand committed to providing holistic skincare and hair care products without using any parabens or harmful chemicals. I am personally committed to sustainable living and aim to live a no-plastic lifestyle.”

     

     

  • Conceptualised by Ogilvy India and executed by Dentsu Communications

    Tata Sky unveils murals of Gujarati actors

    By Our Staff

    Tata Sky has launched a mural campaign in Gujarat to bring alive the local flavour by associating with popular Gujarati cinema actors. The campaign is conceptualized by Ogilvy and executed by Dentsu Communications, along with Bollywood Art Project (BAP). The wall murals will cover 375 walls across 133 towns.

    Said Anurag Kumar, Chief Communications Officer, Tata Sky: “People’s lives are made better when they connect to quality entertainment. This thought inspired our recent national campaign- “Iss khidki ko khol dala toh life Jingalala”. We have now taken this thought closer to our customers in Gujarat by celebrating popular faces from Gujarati entertainment through the unique format of wall murals. These murals reinforce Tata Sky’s commitment to be an inherent part of people’s everyday lives, making quality entertainment affordable and accessible to all.”

     

     

  • Launches a new TVC to urge learners to upskill

    Virat Kohli films for Great Learning

    By Our Staff

    Edtech company Great Learning has released a new TVC featuring their brand ambassador Virat Kohli. The ad film is the third in the series of the multi-film campaign titled Power Ahead – Jo Seekhta Hai Wahi Aage Badhta Hai. It showcases how upskilling is a necessary step for students and professionals. The ad film will air across 40+ national channels of varied genres starting mid-April. The campaign has been conceptualized by Sideways and directed by Cornerstone.

    Said Aparna Mahesh, Chief Marketing Officer, Great Learning: “In today’s volatile world, constant learning and upskilling will increasingly be the main source of stability for professionals. Great Learning has always been focused on providing professionals with access to top-notch programs from the world’s best academic institutions. Virat embodies Great Learning’s philosophy of lifelong learning and disciplined effort in his game. His ethos of pursuing excellence is exactly what we follow at Great Learning while delivering our programs across domains to our learners.  We believe his passion to stay at the top of his game will inspire our learners and audience to uplift their careers through mentored learning.”

    Added Abhijit Avasthi, Co-founder, Sideways: “Great Learning’s stance of ‘Jo seekhta hai, wahi aagey badhta hai’ is true of any sphere of life or career. Virat is an embodiment of this philosophy. And the results are there for all to see. We have seen a lot of traction ever since we launched this thought last August. We hope to continue and build on the momentum.”

     

  • To spread message of hope during the holy month and overcome barriers in uncertain times

    Ogilvy and Tata Motors celebrate Ramzan in new film

    By Our Staff

    Tata Motors creates a campaign to celebrate Ramadan to spread message of hope during the holy month of Ramzan and overcoming barriers in uncertain times. The campaign was created by Ogilvy  India.

    Said Sukesh Nayak, Chief Creative Officer- Ogilvy India: “When we step forward to do good, we inspire others. This is a human story that compels us to look beyond the social order, to make this world a happier place with small acts of kindness towards one another.”

    Added Rudrarup Maitra, Vice President – International Business, Tata Motors Commercial Vehicles: “Ramadan is an important period for Tata Motors customers worldwide, and every year during this auspicious period, Tata Motors shares a beautiful message on the human spirit that binds us all together and connects us through our aspirations. This year, Tata Motors celebrates this everlasting human spirit of helping and inspiring each other through this beautiful film and shows that the spirit of Ramzan is experienced best when it is celebrated together. Wishing everyone a blessed Ramzan!”

     

     

  • Titled ‘Mushkil vs Aasaan’, the ad focuses on UVClean Pro Air Conditioners

    ZeroZero Creative films new TVC for Haier

    By Our Staff

    Home appliances giant Haier has announced the launch of its latest TVC based on the recently introduced UVClean Pro Air Conditioner for healthy air. The new commercial titled “Mushkil Vs Aasaan” is conceptualized and created in collaboration with Zero Zero Creative Solutions.

    Said Satish NS, Senior VP, Sales and Marketing, Haier Appliances India: “Innovation and creativity have always been part of Haier’s DNA and it reflects in our campaigns. The idea behind this TVC is to establish a unique connection with our consumers and highlight the importance of clean air inside homes especially in these challenging times of the pandemic. Health behind doors has become a crucial matter and all our consumers are striving to choose products that help them stay healthy. Our latest range of inverter ACs is packed with such latest innovations that ensure clean and healthy air inside our customer’s homes.”

    Added Kumar Subramaniam, Director, ZeroZero Creative Solutions Pvt. Ltd: “Our advertising campaign builds on the clean air legacy of Haier ACs and its particular relevance in these times. The campaign takes off on the insight that people go to extraordinary lengths to keep their lungs healthy. And some of the things that they do in their attempts to keep breathing healthy air sometimes border on the farcical. Our ads dramatize this in a way that would resonate strongly with consumers.”

     

     

  • Actor Vijay Raaz goes head to head with Cred's high-octane celebrity campaign

    Magicpin takes on Cred in latest ad

    By Our Staff

    Social rewards platform Magicpin has collaborated with film and web-series actor, Vijay Raaz to position itself as the down-to-earth, ‘Asli Savings’ option for everyone. With this ad, Magicpin is takes a dig at Cred and contrasted it against its own rewards programme.

    Said a communiqué: We’ve all watched Rahul Dravid, a distinguished, well-loved celebrity, lose his mind on TV. We love it too. But do we know how this much-touted rewards program even works, or what the reward “coins” are even worth? One insight we encountered was that most Cred users have lakhs of points, but don’t seem to know how or where to use them. magicpin follows a fairly simple and straightforward approach to how points are valued: 1 point is always equivalent to 1 rupee. This sounds like it should be an obvious idea, but isn’t as common as it ought to be. From a consumer insight POV, there is an instinctive equivalence between the points and real money, which increases the “delight” users feel every time they earn points. magicpin’s more than five million users — who have saved across categories — can attest to that.

  • Launches ‘Muhurat’ jewelleries

    Kalyan Jewellers campaigns for wedding season

    By Our Staff

    Kalyan Jewellers has launched a new campaign highlighting its wedding jewellery brand Muhurat. Brand ambassadors, Amitabh Bachchan, Jaya Bachchan, Katrina Kaif, Prabhu Ganesan, Akkineni Nagarjuna and Manju Warrier portray key roles in the ad. The music is composed  and sung by Shankar Mahadevan with Shashaa Tirupati joining in as the female lead.

    Said Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers: “Indian weddings are diverse and vibrant with varied traditions, customs and special moments, and our new Muhurat campaign tells the story of one such bride and her family, on her special day. The very same diversity is also seen when it comes to bridal jewellery, and as a brand with a pan-India presence, we understand that jewellery worn on that special day is a legacy every woman is proud to own. Our specially curated and newly revamped Muhurat wedding collection features exclusive designs inspired by regional trends, and are designed and skillfully crafted by local artisans.”

     

     

  • Sanjeev Kotnala on the ridiculously, completely illogical television commercials by Cred

    Cred-ibility ka sawaal hai!

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaA certain TVC by a service brand called Cred initialied random thoughts. And you can squarely blame it for this piece.

    Life is a switch. Yes, I will not make any politically incorrect statement. Life could have been a dog, but dogs love unconditionally. They are loyal and so intelligent. So, it better remains a switch. Give me time, and it will make sense. I thought I have seen and learned everything there was. And then I saw this brand Cred. It makes these ridiculously, completely illogical television commercials.

    I realised everything is interconnected. And if not, the consultants, marketers, strategist and planners will connect the free-floating dots. That’s their job. Something like the butterfly effect, induction process, domino effect or simply the interdependency of interconnectivity is working here.

    Last year, they just wanted to give a simple message, ‘Download cred and get points to pay your credit card bills. But no, they made Govinda, Madhuri, Anil Kapoor and Bappi da audition for the shoot- and just ran the behind the scenes as a commercial.

     

    People like me did not get it. Many industry stalwarts did not get it. A few expressed their appreciation, and the audience for who the ads were made kept talking. Everyone got the message. I wondered if I would have allowed such a spot to be presented to the client on my beat. Or, If I was the client, would I have bought the creative. I still wonder what the client and the agency smoking was. Whatever it was, I wanted one. Is there anything wrong with this walk the talk or talking walk ad of CRED that explained logically what the whole thing was about and what you get and, yes, who can get it?

     

    Meanwhile, I kept wondering why people were not taking the jab. No, it is not the aftereffect of the first shot of Covidshield that I took on April 4. Wondering why the so-called intelligent literates are not following social distancing, masking and washing hands. Were they not the simple steps. Was the nation asking much? Wondering how and why the election rallies without masks are not creating a chain of possible virus spread? Then I take a deep breath and remind myself, do not worry about things that are not in your control- it is accidental and incidental.

    This year, these Cred fellows went ahead. Even during the lockdown think they managed to get their stuff from the Himalayas. They made my hero, almost an idol; the Wall angry and declaring himself as Indiranagar ka Gunda. Suddenly he is no longer low profile. A simple flip of an image. He definitely seems the dude who will fight in the traffic jam. The Iceland volcano just erupted.

     

    Meanwhile, Sachin Waze has said someone from BARC paid INR 30 lakh. And there is a money trail. Someone may turn approver, and the beans may spill out. It is getting murkier with time, As fast-paced as “Predators and Prey’ by Abhinav Agarwal. There is more to come. The nation may not want to know, but the industry does need the answers. This is about the public and the republic. It is about the audience, media and measurement.

    Meanwhile, the Cred advertisement is applauded for sheer brilliance. The last time it screened behind the scene. This time, there are random clips to tag with the lazy, stupid sit-down message from someone at Cred. Personally, I do not like what they are doing. They are bright, and it shows. I could only say well done and maybe smile (I don’t bow) to their thinking.

    Monopoly is wrong, but the boardgame is good. Better than Ludo and Snakes and Ladders. Inside trading. Inside programming. Data analysis to favour the system. You google, and it will tell you even Google has been doing it. Part of the business, you ask. What’s happening?

    In between, these Cred guys used Jackie Bedu Shroff to tell us, ‘it pays to be good- pay your credit card bills. As if banks will allow us to forget paying them. I knew then that they will come back with points, rewards and cashback.

    An initiative in the southern hemisphere is forcing the digital giants to compulsorily negotiate and share revenue. Inspiration everywhere but the Indian media remain silent and continue to debate the minority-majority issues. Wherever there is a carpet, there is a story under it.

    I am now worried. The Cred  fellow has got even Jackie Bedu Shroff to Zumba and lead a Zumba class. All because this smart-looking Jim Sarbh wants to try doing an innovative Trivago ad. All they want to tell you is simple ‘when you pay credit card bills on Cred, you earn Cred coins, and you can use them to claim cashback and rewards. Knowing them, there will be more such innocent people trashing their well-developed image- CREDibility. Who next? Watch here a wee bit more of the CRED ad.

    As I think of it, I read about the superhero Sonu Sood who has taken the vaccine to encourage others to take the jab!!! Hello, is that right? He has done outstanding work during the first wave, and the way we all are, we look up to him to do some magic again in wave two. If there is an influencer right among the people- then it is Sonu Sood.

    I would hate to see him in Cred. Credibility ka sawaal hai.

    Meanwhile, one brand MAGICPIN  has taken the opportunity presented by the unique Cred approach and created a quick spoof. Well it works as far as catching eyeballs and the desired buzz is considered.

     

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    Sanjeev Kotnala is a senior marketing and strategy advisor and educator. He writes on MxMIndia every Wednesday. His views here are personal

  • Encourages users to build the best team on the Dream11 App

    Tilt Brand Solutions partners with Dream11 for campaign

    By Our Staff

    Fantasy sports platform Dream11 has launched an ad campaign in association with Tilt Brand Solutions. The campaign encourages users to apply their skills to build the best team on the Dream11 app. There are 12 films in all, six of which are part of the #TeamHaiTohMazaaHai campaign. The other six films are part of the #Dream11PeDimaag campaign. It features MS Dhoni, who urges the viewers to use their “dimaag” on Dream11.

    Said Vikrant Mudaliar, Chief Marketing Officer, Dream Sports & Dream11: “Our partnership with Tilt Brand Solutions has delivered successful and memorable campaigns in the last three years. The 2021 IPL advertising campaign features films that bring together the joy of playing cricket with friends as a team, making it extremely relatable to all cricket fans.”

    Added Shriram Iyer, Chief Creative and Content Officer, Tilt Brand Solutions: “Each year we set out to bring alive Dream11’s mass appeal on the country’s biggest stage while keeping the cricket fan bang in the middle of it all. While our first campaign, #TeamHaiTohMaazaHai brings together the country’s 2 biggest passions – Cricket and Bollywood, our second campaign, #Dream11peDimaag urges fans in a fun way to use their knowledge and intelligence in this game of skill.”