MxMIndia

Category: MARKETING

  • Ranveer Singh and MS Dhoni are most recalled brand ambassadors in the Indian Institute of Human Brands (IIHB) study on advertising recall in IPL 2021. Shah Rukh Khan topped the report in 2019 and MS Dhoni was at No 1 in 2020

    Ranveer Singh & Dhoni top IPL recall rankings

    By Our Staff

     

    Both actor Ranveer Singh and cricketer MS Dhoni have have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted 10 days after the start of the league this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically.

     

    Dream 11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities.

     

    Expectedly, Virat Kohli did well on recall too and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4.

     

    Said Dr Sandeep Goyal, Chief Mentor of IIHB: “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in synch with the ultra-high recall of the brands they respectively endorse. It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”.

     

    IIHB team used its proprietorial Celebar tool based on Celebrity Brand Association & Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account:

    • Spontaneous recall of the brand

    • Spontaneous recall of the celebrity

    • Association between brand & celebrity together

    • Recency of communication

    • Media weight behind campaign

    • Solus versus multiple brands using the celebrity

     

    MS Dhoni had a Celebar score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his Celebar score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses.

     

    Ranveer achieved a Celebar score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast.

     

    Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities.

     

    Virat Kohli trailed behind the Top 2. His score of 45 on Celebar is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association.

     

    Salman Khan at a Celebar of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most her recall also to Frooti with scattered mentions of Dark Fantasy.

     

    Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers.

     

    The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand.

     

    Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli.

     

    Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous.

     

    Despite heavy media weights, Vimal Elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall.

     

    On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%).

     

    As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change, a communique added.

     

  • The campaign captures the power of dreams and the rise of a confident India supported by the #KhwabonKaKhaata

    Kotak Bank’s new campaign

    By Our Staff

     

    Kotak Mahindra Bank (KMBL) has unveiled its latest campaign that chronicles the story of Ashok Das, a young, aspiring cricketer from one corner of the country, as he realises his ultimate dream – to showcase his talent on the world’s biggest stage. The creative agency that worked on the campaign is Cartwheel Consultancy Pvt Ltd and the media agency is Wavemaker.

     

    Said Ramakrishna (Ramki) Desiraju, Founder & Creative Director, Cartwheel Creative Consultancy: “No other sporting event has given as many Indians an opportunity to excel, earn and entertain on the global stage. It has made it possible for a player of the most modest means from the smallest of places to aspire for and achieve greatness. To lift their families several rungs up the economic ladder. This campaign captures the emotions that accompany this dizzying journey. In a way that Kotak has made its own ever since the Kona Kona Kotak campaign. Kotak continued the celebration of inclusive growth with its India Invited and Dreams Invited campaigns. The story of Ashok Das’s spectacular success at the player auction continues Kotak’s chronicling of emerging India.”

  • Star Cement is leading cement brand from Eastern India

    Star Cement’s ads star Akshay Kumar

    By Our Staff

     

    Star Cement, the leading cement brand from Eastern India, has roped in actor Akshay Kumar as its brand ambassador.

     

    Commenting on the development, Sanjay Kumar Gupta, CEO, Star Cement said: “Star Cement is now entering into a different phase of growth and a new chapter of its brand journey. One of Nation’s Greatest Icons Akshay Kumar truly reflects our firm commitment, determination and preparedness for all the challenges that may come our way. We are truly proud & honoured to have Akshay Kumar on board as the Brand Ambassador & we believe that this association will turn out to be beneficial for the brand”.

     

     

  • EuroKids International has urged parents to resume learning for their young ones through the launch of this campaign

    ‘Right Start, Flying Start’ by EuroKids International

    By Our Staff

     

    In order to stem the learning gap that the Covid-19 pandemic has caused to toddlers’ developmental journey, EuroKids International has urged parents to resume learning for their young ones through the launch of their ‘Right Start, Flying Start’ digital campaign comprising a series of three videos.

     

    Speaking about the ‘Right Start, Flying Start’ campaign, K V S Seshasai, CEO, Pre-K Division, EuroKids International said:  “There is irrefutable global evidence that the learning journey for children is the most rapid in the early years and the closure of early childhood education centres during the pandemic has resulted in a widening gap in learning for most children. In order to stem this, we want to encourage parents to consider remote learning for their children, so they can continue to achieve their developmental milestones. Children can stay indoors and learn with experienced educators and use scientifically developed curriculum.”

     

    The ‘Right Start, Flying Start’ campaign was conceptualised with creative agency – The Womb. Added Navin Talreja. Founding Partner, The Womb: ”Our understanding of parents’ mindsets with regard to early years of schooling revealed that these are considered as discretionary years of fun for kids.  Working with the management, curriculum creators and teachers at EuroKids helped us understand that in fact some of the critical phases in a child’s learning journey are the early years in school. Taught the EuroKids way better prepares them to take on the academic challenges that come their way as they move through different grades. Our task in communication was to bring to the forefront the unique ways EuroKids teaches kids to give them this flying start.”

     

     

  • To capture the brand’s vision and mission

    Rubans Jewellery undergoes a logo change

    By Our Staff

     

    Online jewellery platform Rubans has launched a new logo and identity. Rubans’ new logo has been conceived and designed internally and signifies a free flowing ribbon to capture the brand’s mission to deliver quality, performance and service support across the products.

     

    Said Chinu Kala, Founder of Rubans: “Rubans in French means a Ribbon. Wrapping a gift with a Ribbon is so much more than ensuring the element of surprise for the recipient. A gift wrapped with ribbon adds a beautiful personal touch to the art of gift-giving-one that tells a dear friend or loved one that you have put your heart into every step of the process. It’s with this sentiment that I launched Rubans -a brand that describes who I am and what I create. Being able to relate to my customer, their lives and their style on a personal level is the ultimate goal for my jewellery brand, it’s like a ribbon which ties their gift of life together”

     

     

  • When technology and features get democratised, what is left is to break the biases and difference, writes Sanjeev Kotnala

    All Colour, One Price disruption by JSW Paints

     

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    JSW Paints’ new campaign, Any Colour One Price  featuring brand ambassador Ayushmann Khurrana, was just waiting to happen. As a consumer, I can relate to and appreciate the thought.

     

    When you decide to paint your house, many variables creep in; colour, shade combinations, price, design, features, and quantity. JSW Paints tries to make one variable redundant.

     

    In recent times, paint companies have tried to provide product or marketing solutions to evolving needs of the consumers. With time, we have started wanting more and more from paints. Just like we want more and more from our mobile phones. Well, not really comparable, but you get the drift.

    PAINTING WAS NEVER MERELY A SHADE CHOICE. 

     

    The era of Mera Waala Pink is over. Now you can get to the place and mix the paint to your comfort. The feature like long-lasting binding, easy to wipe, low maintenance, dirt, sun, water-resistant has been democratised. Even claim to remove harmful pollutants from the air! There is paint consultancy on offer and visualisation tools to see how the shades compliment each other or what would work best in your home. There is even on time painting promise. A few times, the brand even checked if you saw the colours right- as colour means a lot. Most good paints offer you the same.

     

    The consumer still appreciates the emotions associated with home and painting. ‘Har Ghar Kuch Kheta hai’ and ‘Jab Ghar ki Raunak badani ho’ still remains relevant. But, now it seems plausible that har paint kuch kehta hai and reflect or enhance your status in society.

     

    NEXT MOVE IN FEATURE DEMOCRATISED MARKET.

    So, when technology and features get democratised, what is left is to break the biases and differences. Make it easier for the consumer to make a choice. So, in this inclusive era – where we are talking of One Nation- One Rule, One Nation- One Price- the leap to One brand- One Price or rather Sachche Rang – All Colour- One Price seems natural.

     

    What is surprising to me is why did this not happen earlier. And then I think because no consumer ever questioned this differential pricing.

    JSW PAINTS DO IT WELL.

     

     

    JSW Paints need to be appreciated for this counter move. The brand Ambassador Khurrana continues from the last campaign, ‘har rang har kisi ka’ that laid the foundation. There they presented how the colours been dividing, whereas they should unite. And they shared the range of 1808 colours under the theme of making India beautiful. Enjoy behind the scene of the making of this video.

     

    Post this, the new campaign ‘All Colours One Price’ seems so logical. I also love the way the films have been made. That is a hint of q subtle younger-elder brother interplay and hitting at another brand and taking away the need of even the paint calculator.

     

    There is a format that makes Khurana suggest the answer compellingly. The price transparency is registered completely, though I felt that the brand association needs to be enhanced somewhere.

    JSW SAME PRICE AN ADVANTAGE.

     

    Though the brand questions the unfair industry practice of differential prices. I am unsure if JSW itself had differential prices earlier.

     

    If they did, then strategically, they have been brilliant in taking a step-by-step approach and I am surprised other brands did not see it coming.

     

    If they have bridged the gaps to make All colour- One price a reality, then too, JSW paints win as they are first to say it.

     

    Whatever may be true, it is advantage JSW Paints. The consumer doesn’t ask such questions. Now, it is for the other brands to evaluate the impact and justify differential pricing for red-blue-green in the same sub-brand. How Tera wala pink could be differentially priced from Mera wala pink.

     

    WHAT NEXT.

    The campaign will impact the market. It will make customers rethink, question the price disparity and maybe push other brands to follow.

     

    If JSW wants to take such decisive, bold steps and question what they term as unfair practices to make a mark; they will have to score again. I will be waiting for the next bullet from their arsenal.

     

    ……………………………………

    If you have got your house painted in the recent past – and here past would mean pre-covid era- do you recall different colours priced differently? Was that an issue with you? Do you think JSW is making a mountain out of a molehill, or this All Colour One Price is an open space to play?

     

  • Ropes in bloggers and influencers for promotion

    Grapes Digital campaigns for Rasna recipes

    By Our Staff

     

    Instant drink manufacturers Rasna has launched a campaign to expand its involvement in the kitchen with #LoveURasnaRecipes. The brand has collaborated with a set of influencers to share and amplify the message to reach out to the target audience. The videos were posted by the influencers on their social media platforms such as Facebook, Youtube and Instagram handle. The brand used the digital medium to create a personal connection and increase the brand value.

     

    Said Himanshu Arya, Founder and CEO- Grapes Digital: “Rasna had to move beyond boundaries as “Recipes” has been the most searched category in 2020 during lockdown 1.0 and given the current scenario recipes is going to become huge in lockdown 2.0 too. Rasna also aspired to create something different this year, which involves them with consumers more than before. This campaign given the GWI Report of consumer’s interests in learning new skills and cooking is bound to rise. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market. Bloggers and influencers have now acquired a prominent share in brands marketing strategies. Influencers have become a mainstream medium in the advertising world.”

     

    Added Piruz Khambatta, Chairman, Rasna Pvt Ltd: “Lockdown comes with a new normal and one new normal everybody is experiencing is the urge to become a cook. The urge to become a cook has opened doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind? Through our soft drinks are always used for making beverages like falooda’s, mocktails milkshakes. Rasna has taken the lead this year to even make it into an additive to make items like cake, cookies, jellies and much more, of course in addition to our all-time favourite Ice Lollies”.

     

     

  • Will amplify digital presence to create mutual fund entrepreneurs of the future

    Yellophant Digital collaborates with ExpertMFD

    By Our Staff

     

    Yellophant Digital has bagged the digital marketing mandate for financial advisory firm ExpertMFD. The agency will be managing the brand’s digital marketing duties, comprising creative and content solutions, social media management, digital campaign strategy, media planning and buying, ORM, SEO, and SEM. Yellophant Digital plans to educate and give insights to potential entrepreneurs about the brand via targeted strategy on all digital platforms.

     

    Said Himanshu Vyapak, MD, CIEL: “We have about 2.3 crore unique mutual fund investors in India. The growth in mutual fund distributors has not kept pace with the growth of assets in the mutual fund industry. We endeavour to build a strong foundation and a cohesive growth environment for future financial experts to create Atmanirbhar India by providing a full-stack end-to-end platform for anyone who wants to become a mutual fund distributor. For this, we are very thrilled and delighted to join hands with India’s leading AMCs and look forward to seeing Yellophant Digital gives us a digital presence across all the platforms and helps us reach more people and create mutual fund entrepreneurs of the future. This is a big opportunity and as 90% of the Indian audience has become social media savvy, we want to create a huge impact on various digital platforms. We understand that Yellophant Digital knows how the industry works and we are thrilled to see how they will make ExpertMFD a brand that reaches everyone. That is the reason we have collaborated with Yellophant Digital and I am confident that working together will help our brand reach new heights.”

     

    Preksha Seth
    Preksha Seth

    Added Preksha Seth, Co-founder, Yellophant Digital: “We are always looking for challenges, here at Yellophant Digital and in turn making a difference. We look forward to working with ExpertMFD, which focuses on creating new financial entrepreneurs. It is the first time in India that all of the Mutual Fund Industry is coming together to create a revolution in investing. We are fortunate and grateful that we have this responsibility to build the digital first brand from inception. We are super excited to come up with insight first thoughts for the brand and use social media to amplify the same.”

     

     

  • With new company logo and slogan ‘Movement that inspires'

    Kia undertakes brand relaunch

    By Our Staff

     

    Automotive maker Kia India has announced the relaunch of its brand in India, the first country outside South Korea – the home of Kia – where the brand has been relaunched. Kia India, which is wholly owned by Kia Corporation, has introduced the company’s refashioned logo and brand slogan, “Movement that inspires”.

     

    Said Kookhyun Shim, Managing Director and Chief Executive Officer, Kia India: “This is a proud and historic moment for us as India becomes the first country to transition to the new brand identity after our headquarters in South Korea. Our decision to increase the production capacity stems from our deep customer understanding where a faster delivery of our products can enhance their buying experience tremendously. We are confident that this transformation will accelerate our growth by not only strengthening our premium positioning in the market but also making us one of the most aspirational brands for consumers.”

     

    Added Tae-Jin Park, Executive Director and Chief Sales and Business Strategy Officer, Kia India: “Under the new brand slogan, Kia will focus on offering meaningful experiences to the customers, especially focused on the millennials and Gen-Z – the future of the country. With Kia’s new brand identity and our refreshed portfolio, we are extremely elated to have a purpose-driven business that will elevate the customer experience not just in terms of the features and connectivity inside the cars, but the overall engagement experience with our brand.”

     

    Said Hardeep Singh Brar, Vice President & Head of Sales and Marketing, Kia India: “Kia is a futuristic brand and always on the move to be as close as possible to our consumers. We feel that regular product interventions and increasing brand accessibility are some of the key areas, which will help us in meeting this objective. Hence, we are taking a conscious decision to regularly refresh our existing product portfolio, launch new products at regular intervals and foray into newer markets to provide an aspirational experience to consumers who are keen on becoming proud Kia owners.”

     

     

  • To further expand its footprint in the B2B SaaS marketing space

    eYantra acquires Digital Ozone

    By Our Staff

     

    eYantra, a brand merchandising and marketing firm, has acquired Hyderabad-based digital marketing agency, Digital Ozone to further expand its digital marketing capabilities. With this acquisition, eYantra aims to solidify its brand marketing capabilities and offer end-to-end digital marketing service offerings to its 1000+ large corporate customers. eYantra has already invested in more than 25 + start-ups till date. Digital Ozone will be rebranded as eYantra Media post acquisition.

     

    Raj N
    Raj N

    Said Raj N, Founder of eYantra: “From our experience of working on corporate branding for large corporates (B2B), we realized that there is a lot of gap between their digital marketing needs versus what is offered by competition. The service model that most Digital marketing agencies offer hinders growth in the long term. There is dearth of good digital marketing agencies with a B2B focus across the world. We aim to fill this void with eYantra Media, a one- stop shop for all branding and marketing needs of B2B enterprises. Hence this association marks the beginning of creating a niche in the B2B SaaS marketing space. We aim to work towards consolidating all our Digital efforts, and stand as the first Digital media company that deploys a structure that works to curate technology and content for the B2B space.”

     

     

  • Will be responsible for the execution of the overall PR campaigns for the Yoga Institute

    Digital Refresh Networks bags PR account of Kaivalyadhama

    By Our Staff

     

    Digital Refresh Networks (DRN), which recently launched its Digital Influence (Public Relations) service, has been accorded the PR mandate for one of the oldest institutes of Yoga, Kaivalyadhama located in Lonavala.

     

    Digital Refresh Networks will be responsible for the execution of the overall PR campaigns for Kaivalyadhama including strategic counsel and planning, media relations and management, crisis supervision and stakeholder management in order to enhance the visibility and reputation of the brand.

     

    Said Barin Mukherjee, Co-Founder, CEO, Digital Refresh Networks: “We are glad to partner with Kaivalyadhama and look forward to working with the brand to strengthen its positioning as one of the perfect destinations for an individual to distress and revive by adapting the concept of traditional yoga.”

     

     

  • With a tagline #CoolHaiMeriMaa to pay tribute to all the moms

    Prega News celebrates Mother’s Day with video campaign

    By Our Staff

     

    Mankind Pharma’s pregnancy test kit Prega News has launched the #CoolHaiMeriMaa campaign. The video campaign will run on the YouTube channel and all social media profiles of Prega News.

     

    Said Joy Chatterjee, General Manager, Sales & Marketing of Mankind Pharma: “The #CoolHaiMeriMaa campaign is an attempt to showcase the journey of mothers who are caregivers and work relentlessly to ensure in paving the road to a better tomorrow for their kids. Through this campaign we recognize and pay a tribute to all the moms in the world for the role they play in their kids’ lives and express gratitude for teaching children the virtues of patience, resilience, and courage and highlight how these values are helping them in their personal and professional lives.”