MxMIndia

Category: MARKETING

  • Strategic communication strategy spans external and internal audiences

    Pitchfork appointed for Kirloskar brand refresh

    By Our Staff

     

    The Kirloskar Group of Companies have announced a brand outreach transformation. They have appointed Pitchfork Partners for a ‘Limitless’ brand refresh.

     

    Said Gauri Kirloskar, Director, Kirloskar Oil Engines: “Pitchfork Partners’ strengths will play a vital role in driving our communication agenda across our multiple stakeholders. We partnered with Pitchfork for internal and external communications and believe Pitchfork Partners was truly able to deliver the core messages across our various audiences.”

     

    Added Pitchfork co-founder Jaideep Shergill: “We are delighted to partner with the Kirloskar companies, which are among India’s most respected businesses. The transformation and repositioning will work wonders for the brand. We are privileged to be part of this change.”

     

  • Xaxis claims 10-day pilot gets 2,000 responses, boosts intent to purchase

    Xaxis conversational ad campaign for Pizza Hut a hit with consumers

    By Our Staff

     

    Xaxis, GroupM’s Outcome Media Company, has announced that its voice-activated conversational ad campaign for Pizza Hut India has increased customer engagement by 8.29% over 2 weeks and led to a surge in order volumes. Note: MxMIndia has not verified this data claim and other data claims in this report.

     

    Xaxis Creative Studios (XCS) created voice-activated conversational ads, engaging listeners in a dialogue to drive awareness of Pizza Hut’s Buy One Get One (BOGO) offer. The interactive audio content generated more than 2,000 responses from 60,000 impressions during a 10-day pilot. XCS accessed advertising inventory on the Gaana music app and used voice-activated artificial intelligence (AI) advertising technology to help handle conversational elements. XCS also ran A/B tests to measure the effect of generic campaign creative elements vs. creative focused on dinnertime. The overall voice-engagement rate saw an 8.29% increase.

     

    Said Neha, Chief Marketing Officer, Pizza Hut India: “Pizza Hut has been at the forefront of experimenting with innovative marketing formats that resonate with our millennial-minded audience, and I am thrilled to see that our voice-activated BOGO campaign has received such an excellent response. Kudos to the Xaxis team for perfectly conceptualising and implementing it. I look forward to working with them on many more exciting projects going ahead.”

     

    Added Prasanth Kumar, CEO, GroupM South Asia: “Conversational ads are still in the nascent stage in India,” “Pizza Hut expressed its openness to leverage the expertise of Xaxis Creative Studios and use two-way conversational audio ads to reach its target audience. With conversational audio ads, there is an opportunity for brands to craft a targeted and personalized customer engagement strategy. The results of this campaign are proof that our insight-driven approach and expertise drive impactful and measurable outcomes for the client.”

     

  • The new tagline is "Maximise Manufacturing"

    Motherland Experience Design crafts new brand identity for Zetwerk

    By Our Staff

     

    Capital and consumer goods maker Zetwerk Manufacturing Businesses has unveiled a new brand identity and logo. The new brand identity marks another chapter in the organization’s evolution into a global manufacturing network.

     

    Said Amrit Acharya, Chief Executive Officer, Zetwerk Manufacturing Businesses: “As we go through an exciting growth phase in our company, we remain committed to our core values and fundamental principles that have guided us in the past. Transparency, predictability, visibility, reliability, and quality continue to be the hallmark at Zetwerk, and they get reflected in the new brand identity. The new Zetwerk logo is our guiding star, a powerful symbol of manufacturing excellence. It is a symbol that heralds the future and embodies the spirit of a forward-looking organization. The interlocking rings represent the spirit of partnership embedded in our DNA, as well as the infinite potential of our global manufacturing network.”

     

  • Makes a new- age social commerce trend by hosting first Live Sale

    AutumnGrey creates live sale for launch of Oppo Reno6 5G

    By our Staff

     

    Oppo smartphone and AutumnGrey hosted a Live Sale for Oppo Reno6 5G, a two-part shoppable livestream event.

     

    Said Anusha Shetty, Chairperson & Group CEO, Grey Group India: “Commerce in any form is the next milestone in Digital. Being on this journey with our clients is fulfilling at many levels. In this specific case, integrating storytelling with performance is the highlight where on one side we are able to continue to entertain and on the other side seamlessly demo the phone and sell. We are delighted to work with OPPO on this campaign., Credible names from the world of technology and content creation were brought on-board to ensure the Live Sale stayed high on entertainment quotient while delivering live product experiences, exclusive limited period offers and real-time giveaways.”

     

    Added Salil Shahane, Senior Creative Director at AutumnGrey Delhi, the digital agency for Oppo India: “As the differences between smartphones have continued growing smaller, it’s become important for consumers to see the device in action. The Live Sale was conceptualised with the aim of aligning tangible business benefit to a creative solution by pioneering a new format of social commerce, keeping audiences entertained while showcasing the products superiority in trusted hands.”

     

     

  • To focus on marketing and sales transformation

    Sahil Trehan launches RazorLabs, a marketing technology firm

    By Our Staff

     

    Sahil Trehan
    Sahil Trehan

    Former AutumnGrey Vice President Sahil Trehan has kicked off his entrepreneurial journey with RazorLabs, a marketing technology company as Chief Executive Officer. Trehan has co-founded Razorlabs with Shubhankar Nath – CEO and Founder of Razorpod, a full service digital marketing agency.

     

    RazorLabs will be focused on marketing and sales transformation, via a range of smart solutions built to dovetail with existing processes, helping in disruption, growth and evolution of the functions. In addition, the company will also provide data driven solutions aimed at stronger returns on marketing investment and higher measurability.

     

    Talking about his new journey, Trehan said: “With the MarTech & ConsumerTech heating up further, I have been urging to enter this space, to enable marketing & sales to be even more effective and efficient, for businesses across sizes and segments.”

     

    Added Nath: “As an entrepreneur, I’ve always been focused on leveraging the endless possibilities layering technology with creative & data offer. With RazorLabs, the intent is to leverage this amalgamation to drive stronger experiences across the customer journey and incremental value to the marketer.”

     

  • Will help agency enhance reputation and increase share of voice

    Pitchfork bags PR mandate for Songfest

    By Our Staff

     

    Music content and IP company Songfest India has appointed Pitchfork Partners Strategic Consulting as its communication counsel. Pitchfork will amplify and communicate the vision and the messaging of Songfest India through the media and bolster its reputation as a company known for creating out-of-the-box and engaging content for brands.

     

    Said Gaurav Dagaonkar, Co-founder and CEO, Songfest India: “We are glad to engage with Pitchfork Partners to power our communication. Pitchfork understands our needs and is best suited for our requirements. Songfest is a dynamic company that is young, driven and ambitious. We are looking to expand rapidly and explore new avenues to showcase our offerings. Pitchfork’s experience and expertise will go a long way in helping us achieve our goals.”

     

    Added Meghna Mittal, Co-founder, Songfest India: “Songfest is committed to helping brands amplify their communication. Be it startups or large brands, we align ourselves with their positioning to create content that resonates with their target audience, with an approach that’s ROI driven. As we broaden our horizons, it’s great to have Pitchfork Partners on board with us in our journey.”

     

    Talking about the association, Pitchfork Partners Co-founder Jaideep Shergill said: “Songfest is a powerhouse of creative video solutions and we look forward to communicating its message to the right audience. With our skills and domain knowledge, we believe we can offer interesting solutions that will increase their share of media and the spotlight. Also, our experience in entertainment will hold us in good stead when it comes to serving Songfest.”

     

  • Celebrates the multi-faceted women of Maharashtra

    Mullen Lintas films for Tata Tea

    By Our Staff

     

    Tata Tea Premium has launched two fresh films in its series of hyperlocal campaigns in continuation of its strategy of celebrating India’s rich cultural diversity and invoking regional pride. The new commercials are rooted in region-specific insights that reflect not just the true spirit of a region, but also the unique traits of its people.

     

    The brand has previously released its hyper local campaigns in markets like Uttar Pradesh, Delhi, Punjab, Haryana, and Odisha. In continuation of its national restage campaign, Tata Tea Premium, Desh ki Chai, has made a revamped entry with separate advertisements for Maharashtra and Mumbai.

     

    Talking about the new campaigns, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Tata Tea Premium’s expertise has always been catering to local taste preferences. Thus, we’ve always offered distinct blends meeting consumer’s taste preferences in various geographies across the country. This has made Tata Tea Premium one of the leading brands across India, and the Desh ki Chai in the truest sense of the term. The two new TVC’s made specially for the markets of Maharashtra & Mumbai are a step forward in our hyperlocal approach; Wherein we aim to celebrate regional pride with region specific packaging and a local communication lensed through a pertinent local insight showcasing the ‘insider’s perspective’, reflective of the true spirit of the region. While the Maharashtra film celebrates Marathi women for being Sarvguni, the Mumbai film salutes Mumbaikars for their Kadak Insaniyat . Both films aim to deepen the emotive connect the brand enjoys in these markets, in line with our over-arching strategy of celebrating regional pride and driving thought leadership”

     

    Added Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas: “Doing a separate campaign for Maharashtra and Mumbai was a challenge as Mumbai is the capital of Maharashtra. But then Mumbai has its own identity. It has many personalities, characters and many stereotypes. But we thought nothing can make for a better stereotype than the professional, cold, bordering insensitive stereotype of Mumbai. While for Maharashtra, we thought celebrating the multifaceted aspect of the state would connect better with Maharashtrians. We wanted to celebrate the Marathi culture that values traditions and customs but also welcomes new thinking, is progressive and connected with the world., which makes it a Sarv Guna State. Just like Tata Tea Premium tea.”

     

  • To bring alive a curated playlist of songs

    Spotify rolls out new campaign

    By Our Staff

     

    Spotify, the audio streaming platform, has rolled out its first TV ad. The new campaign brings alive a  curated playlist and plays across TV ads, including those in Hindi, Tamil, and Telugu, and an extended digital campaign.

     

    Speaking about the campaign, Neha Ahuja, Head of Marketing, Spotify India said: “India is a film-loving nation, and most of our occasions, moments, moods, and emotions are incomplete without film music. It’s almost as if those songs are a part of our DNA, whether we are celebrating festivals, looking for inspiration to travel, tracking the next big fashion trend, consuming memes, or engaging in pop culture conversations. Spotify’s curated playlists bring alive many of these experiences, and this new campaign captures just that.”

     

  • Gets Ratna Pathak Shah and Seema Pahwa to celebrate KFC’s new Double Down Burger

    Ogilvy & Mather films for KFC

    By Our Staff

     

    KFC has launched a new campaign film for its Double Down Burger. The film is conceptualised by Ogilvy & Mather India and stars actors Ratna Pathak Shah  and Seema Pahwa.

     

    Said Moksh Chopra, Chief Marketing Officer, KFC India: “Who could understand chicken love better than us? And as the maker of the World’s Tastiest Chicken, we very gladly take on the onus of fulfilling as many chicken dreams of KFC fans as possible. With its all-chicken and no bun construct, the launch of the Double Down Burger is THE biggest event in the history of burgerkind. It was only befitting then that this ultimate burger be launched by none other than iconic actors Ratna Pathak Shah and Seema Pahwa. Their on-screen chemistry and the peculiar exchange over a chicken conversation is bound to leave you in splits. Of course, Colonel Sanders intervenes with the delectable Double Down Burger in his signature style with a rock band assuring – ‘Jo Chicken Ke Liye Hai Badtameez, Unke Liye Hai Yeh Special Cheez.’”

     

    Added Ritu Sharda, Chief Creative Officer, Ogilvy (North), “We all have that one badtameez friend who eats all the chicken from a dish and leaves the gravy or chawal for the rest. This film shows one such lovingly badtameez person and how KFC’s Double Down, being all chicken, is truly meant for those who are ‘chicken ke liye badtameez’.”

     

  • #TeamBreastfeeding

    Philips Avent launches campaign

    By Our Staff

     

    Philips Avent child care brand has launched a campaign #TeamBreastfeeding. As per a recent online survey conducted with 1000 moms by Philips Avent, seven out of 10 mothers said that they want their husbands to participate in breastfeeding. According to a communique, the brand wants to communicate that “breastfeeding should not be seen as an issue that concerns only women and mothers but rather as a shared responsibility for both parents”.

     

    Commenting on the campaign, Vidyut Kaul, Head, Personal Health, Philips Indian subcontinent said: “At Philips, as we mark World Breastfeeding Week, we want to create an enabling environment for breastfeeding. The campaign #TeamBreastfeeding focuses on the efforts towards doing away with the romanticized version that does not tackle the real issues surrounding breastfeeding. The notion and thought behind this campaign focuses on how breastfeeding can be a shared responsibility and how fathers can contribute, and be a part of this wonderful journey.”

     

  • Urges Gen Z to take a stand against cyber-bullying

    Cadbury targets cyber-bullying in campaign

    By Our Staff

     

    Cadbury Dairy Milk has rolled out the next phase of its #HeartTheHate Campaign. Initiated in 2019, the campaign confronts the issue of cyber-bullying and encourages its audiences to express generosity.

     

    Commenting on the launch of the second edition of the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “Cadbury Dairy Milk as a brand, believes that a little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially today’s youngsters. Apart from the direct impact of bullying, the apathy of the silent bystander impacts the victims in a big way. While we were pleased to see the impact created online through #HeartTheHate which leveraged this insight, in 2019, we knew there was a lot of work still left to do. Through the next phase of the campaign, we hope to further reiterate Purple Heart as an emoticon that helps express solidarity with the bullied. This campaign leverages technology in a smart way to make consumers understand how breaking their silence and standing up for the victims can make a huge difference in their lives.”

     

    Commenting on the campaign, Neville Shah, Executive Creative Director, Ogilvy India, added: “The idea makes you see the effect of cyberbullying. Something we as silent bystanders, ignore. Because while the bullying or trolling maybe just words online, they have an impact in the real world. We shouldn’t ignore it. And we shouldn’t ask the victims to ignore it. So, a little push, a gentle nudge, a soft reminder to ask us bystanders to stand up and simply share a Purple Heart. Make the person smile. Let them know it’s NOT just trolls out there.”

     

  • To launch Desi Szechwan

    Triton films for Mother’s Recipe

    By Our Staff

     

    Mother’s Recipe has unveiled a new TVC to launch Desi Szechwan under the brand name ‘Recipe’. The TVC will be shown on all major OTT platforms.

     

    Commenting on the latest TVC launch Sanjana Desai, Executive Director, Mother’s Recipe, said: “We understand the changing profiles, thought processes, preferences, and discerning tastes of millennials based on which we created a product like Desi Szechwan Chutney. The TVC campaign depicts the spicy twist the chutney adds to any dish. With the zest to live life to the fullest and with bubbling energy, today’s youth are more open to creating new experiences. With the launch of our latest TVC, we aim to connect with our audience with the theme that is most relevant, Life ko spicy banao which reflects that taste Szechwan adds to any dish.”

     

    Added Triton Communication Creative team: “The campaign was the outcome of research we conducted on current trends & consumer behaviour. We were excited and privileged to be a part of the team. In today’s fast-paced world, where everyone is stressed for time, our dependency on ready products has grown, yet without sacrificing taste or quality. The campaign’s Objective was to highlight the exciting flavours of the Szechwan chutney which can add a burst of flavours to both food & life.”