MxMIndia

Category: MARKETING

  • The 70-second brand film showcases extraordinary realities of South Asia

    Zee5 Global celebrates South Asia in its new campaign

    By Our Staff

     

    Zee5 Global has launched its global brand campaign “Welcome to South Asia: Stories from our world”. The campaign gives a 360-degree ringside view into stories from India, Pakistan and Bangladesh. The 70 second campaign video was ideated and visualised by WYP Worldwide.

     

    Said Archana Anand, Chief Business Officer, Zee5 Global: “What we’ve done at Zee5 is quite unparalleled. We’ve taken the largest library of Indian content across languages and added in the largest library of Pakistani shows and Originals as also Bangladeshi Originals, and we are taking this across the entire globe. With a staggering 130,000 hours of content, Zee5 is today the only platform to bring the extraordinary realities of South Asia alive through even more extraordinary stories in a single destination, and that makes it the foremost platform for South Asian stories globally. It is this new South Asia narrative that we looked for the campaign to convey, and it captures that perfectly through visually stunning depictions of the music, cinematography, drama and more that make up the daily lives of people in South Asia.”

     

    Added Amit Akali, CCO and Co-Founder, Wondrlab: “Very rarely do we get to create a campaign that literally the world will see. What makes Zee5 stand apart for the international target audience is that it’s truly a reflection of our region – India, Pakistan, Bangladesh and has unique content and stories from our part of the world. All around the world, people are embracing content from outside of their geography, in fact, hungry for it. And because content is only a reflection of our reality, we have some truly unique stories to share. We wanted to bring out this uniqueness of the region, and does that of Zee5, with the aim of being the custodian of content from this part of the world. Which Zee5 truly is – if you see the bank of content from India, Pakistan and Bangladesh, it’s unparalleled.”

     

  • Will collaborate to enhance its reach through digital and traditional mediums

    Ajay Devgn to endorse Mahindra truck

    By Our Staff

     

    Mahindra & Mahindra Ltd has announced actor Ajay Devgn as the brand ambassador of the Supro Profit Truck range of Small Commercial Vehicles.

     

    Said Veejay Nakra, CEO, Automotive Division, Mahindra & Mahindra Ltd: “Our mantra that drives our approach for this portfolio of business is Customer Prosperity. Accordingly, Supro’s proposition, to offer more profitability or we take the Supro Profii truck back, is rooted in this philosophy and emerges out of its  guaranteed higher mileage and superior load carrying capability. And who better than Ajay Devgn to be the face of the brand and this disruptive promise, given the strong connect between the personalities of the accomplished actor and brand Mahindra.”

     

  • Will be responsible for their e-commerce development

    WatConsult clinches tech mandate for Joy Personal Care

    By Our Staff

     

    WatConsult, the hybrid digital agency from the house of Dentsu India, has won the tech mandate for personal care brand, ‘Joy’, from the house of RSH Global Pvt. Ltd., following a multi-agency pitch. As per the mandate, WatConsult will be responsible for the e-commerce development for Joy Personal Care.

     

    Sunil Agarwal
    Sunil Agarwal

    Said Sunil Agarwal, Chairman, RSH Global: “We launched around 25 products for the e-commerce platforms from December 2020 to April 2021. These are differentiated products which are not a part of our general trade and modern trade portfolio and are priced 25-30 percent higher than its offline range. We will further strengthen our product portfolio by adding more products, specially targeted to the online consumer. As of now, the e-commerce business is around 4- 5 percent of our annual GMV and is driven by various marketplaces. We want to increase it to 10 percent in the next two years, while we strive to get the overall turnover to 1000 crore by the same time. To achieve this, we understand that having our own exclusive marketplace would be a key factor, and hence I’m happy to welcome WatConsult on-board to help us with a website that gives us a window to sell our products to our online consumers.”

     

    Commenting on the win, Heeru Dingra, CEO, WatConsult added: “Covid – induced online buying habits has led to a drastic rise of e-commerce. Today, consumers even from tier II + cities are flocking online to shop.  To make the most of this opportunity, there is a need for companies to upgrade/build a virtual infrastructure that is relevant to consumers and their evolving behaviours. We are happy that Joy Personal Care recognises this as a key strategy for the brands growth and we look forward to helping them conquer in this new world.”

     

  • To push brand across the country

    Dentsu Webchutney wins mandate for Acko GI

    By Our Staff

     

    Dentsu Webchutney has won the social media mandate for Acko General Insurance.

     

    Said GD Prasad, Vice President, Dentsu Webchutney: “In a short time, Acko has established itself as a disruptive brand that every player in the category will soon follow. To partner with them, is to take another step into the deep end of the impact of digital technologies. We have the enviable chance to build a brand whose actions are aligned with its values. We will continue to push the bar for them in what has turned out to be a year of fantastic partnerships with disruptive new brands for Dentsu Webchutney.”

     

    Speaking on the partnership, Ashish Mishra, Executive Vice President-Marketing, Acko General Insurance added: “We are absolutely thrilled to be joining forces with Dentsu Webchutney. Partnering with them to lead our charter on digital marks the beginning of a journey that is filled with intent and backed by action. We are certain that Dentsu Webchutney, with their nuanced understanding of the digital landscape, will fuel our vision to be the country’s most loved general insurance brand.”

     

  • The account will be handled by team based in Bengaluru

    HiveMinds to continue as Domino’s digital agency

    By Our Staff

     

    Hiveminds Innovative Market Solutions, the digital agency of Madison World, has been retained by Domino’s (Jubilant Foodworks Pvt Ltd) as its digital marketing agency. The account will be handled by the HiveMinds team based in Bengaluru.

     

    Said Sandeep Anand, EVP & Chief Marketing Officer, Jubilant Foodworks: “We’re glad to be continuing our association with HiveMinds for digital marketing mandate for performance. They have done some great work towards scaling our online revenues and overall App user base in the last 2+ years. They are the right partners for enabling our next phase of aggressive digital growth.”

     

    Added Deepti Bhadauria, Chief Strategy Officer, HiveMinds: “Winning the Domino’s digital mandate again is a matter of great honor for us. At HiveMinds, we believe in keeping ahead of the digital innovation curve and consistently delivering high-scale targets for our clients. Working with the Domino’s team enables us to set new benchmarks in digital growth and to keep pushing our own boundaries to do some award-winning work. We look forward to setting new stellar records together in the future.”

     

  • Its new wins include Margo, Henko, Godrej Security Solutions, Blue Dart among others

    Network Digital bags multiple accounts over the last quarter

    By Our Staff

     

    Network Digital, the digital arm of Network Advertising, has bagged multiple digital businesses over the last quarter. Its new wins include Margo, Henko, Godrej Security Solutions, Blue Dart, Freshwrapp, Ujala, Amrita Vishwavidyapeetham, Everlast Aluminium Roofing Sheets and Fuji Silver Tech among others.

     

    Said Manan Shah, VP, Network Digital: “We are thrilled to be the partner of digital growth for all these brands and are very excited about the new wins. We appreciate the trust bestowed upon us and we are looking forward to create some good work with our full-service digital offerings for our clients.”

     

    Added Vinod Nair, Managing Director of Network Advertising: “Digital is a core component in our integrated offering to our clients and I am delighted with these additions to our business. It also further reinforces our belief in providing truly integrated solutions to our clients.”

     

  • The industry is high performance-led. There is subjectivity, appreciation, rejection and dejection, notes Sanjeev Kotnala

    Mental Health & A&M

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAt the end of May 2021, women’s tennis star Naomi Osaka withdrew from the French Open to preserve her mental health. As if taking a cue, many athletes in recent times have been vocal on the subject. Fortunately, now it is receiving the desired focus. We, at least for the celebrity and sports personalities, are now agreeing, ‘It is OK to be not OK.’ And celebrating their courage to be open about it.

     

    In the Indian context, we have read about the mental health issues of Deepika Padukone, Virat Kohli, Abhinav Bindra, Tiger Shroff, Amitabh Bachchan, Sanjay Dutt, Shah Rukh Khan and many others. Many may say that it is easier for them to be open about mental health than an average person.

     

    Mental illness, also called mental health disorders, refers to a wide range of mental health conditions – disorders that can affect your mood, thinking and behaviour in personal and professional life. Mental illness includes depression, anxiety disorders, schizophrenia, eating disorders and addictive behaviours.

     

    Reports suggest elite athletes experience mental ill-health at a rate comparable to the general population in anxiety, depression, post-traumatic stress and sleep disorders. We now acknowledge these superhumans – high-performance humans are also vulnerable to mental health issues.

     

    Which makes me look inwards in the Marketing Advertising community. Just like #MeToo opened up flood gates. People shared their experiences.

     

    Are we going to see people from Marketing and advertising now coming out with their experiences and issues? Personally, I doubt.

     

    The industry has all the environment that could lead to mental health issues. It is high performance led. There is subjectivity. There is a swinging of fortunes in approval, appreciation, rejection and dejection. There are creative blocks that make people question their abilities. Then some push confidently even when they are way behind their benchmarks. Loss of business, shifting fortunes, impossibility to predict and control outcomes. The growth. The layoffs. The repeating iterations. The questions about capabilities, abilities and capacity of someone understanding the problem. Long working hours, no control on timelines and expected to be working beyond office hours add to the problem.

     

    Like me, many of you must have seen cases of people that we never rightly labelled as mental health issues. Because no one wanted to accept such a problem. Theek ho jayega. You will overcome it. Let’s drink to it. ‘Come on. Burn out. Recharge. Are some of the stock solutions offered by colleagues.

     

    I am not a doctor but, like every advertising marketing professional, an observer of life. And that makes me sure that sooner or later, we will be able to question behaviour and have a place for the proper counselling. Maybe the HR and the stakeholders in the industry could initiate a debate on it and think of possible policies to address it.

     

    Campaign did a research survey on the subject. Which told us 71% feel that their organisations haven’t taken any concrete steps towards actively reducing workplace stress. Employees claim they haven’t been receiving considerate timelines and are even unable to sign off for the day post 6 or 7 PM. Additionally, they are dealing with the pressures of coming to the office and are expected to be available over weekends.  Exchange4media did a story that told us that as an industry, we are opening up to it. Times Network-initiated #ActNow to spread awareness, normalise conversations around the issue and sensitise people to be responsive to the mental health needs of others. The business insider did a story on World Mental Health Day: How to address the challenges of overworking in an ad agency. Not enough. And we know the reality.

     

    I may have spoken about the Marketing and Advertising Industry as I am a part of it. But I will not be surprised that it is an omnipresent problem. Police, sales, Manufacturing, Bureaucracy, and students are included in the list.

     

    We need an ecosystem that does not treat it as a taboo subject. Time we are a lot more open and inclusive in our reaction and acceptance of the possibilities. Remember, It is OK, Not to be OK.

     

     

  • Part of its 'Chand Sa Roshan Chehra' campaign series

    Wunderman Thompson gets Anushka and Virat & Lux

    By Our Staff

     

    Unilever brand Lux has roped in power couple Anushka Sharma and Virat Kohli for its latest film, as part of its ‘Chand Sa Roshan Chehra’ campaign series. Conceptualised by Wunderman Thompson South Asia, the campaign continues to build on the proposition of ‘skin glow’, from a modern and socially relevant standpoint.

     

    Said Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India: “The idea here was to bring the magic back to the brand by giving a sneak into celebrities lives. The constant effort is to make the story real to the celeb’s life and bring out the chemistry between a man and a woman. The story is simple where the man is mesmerised by her glow which is possible because of Lux soap.”

     

    Added Severine Vauleon, Global Vice President, Lux: “The challenge given to the team was to relaunch Lux and communicate the benefit of moonlit glow by giving the brand a fresh perspective which is modern and culturally relevant. Whilst there was a brand story to be told, we wanted to narrate it in an engaging manner. And to do so for audiences across regions, nothing better than leveraging popular culture with multiple language songs which depict ‘moonlit glow’ that’s compared a woman’s beauty to the moon.”

     

    Said Kishore Tadepalli,  Managing Partner and Senior VP, Wunderman Thompson, Mumbai: “This film is part of the campaign conceptualized by Wunderman Thompson South Asia, where the agency explored the thought of creating a locally tailored campaign for multiple regions within the country with multilingual songs, that brought alive the brand’s proposition of comparing a woman’s beauty to the moon, an oft used metaphor in Indian cinema.”

     

  • To promote its instant online home loan offerings

    Tata Capital unveils social media campaign for home loans

    By Our Staff

     

    Tata Capital has unveiled a social media campaign to promote its instant online home loan offerings. The campaign comprises a film and an Instagram influencer program which will be targeted across 12 states and 25 cities in India.

     

    Speaking about the social media campaign, Abonty Banerjee, Head of Marketing, Tata Capital, said: “The conventional norms of how people work has changed across companies in various sectors. The work from home culture has triggered the need to invest in a home. Further, home loan solutions which are affordable and be accessed instantly online brings in a whole new opportunity for buyers. Our campaign is all about how Tata Capital digital home loan solutions can facilitate our customers to make their home buying journey a delightful and fulfilling one.”

     

  • Alia in a Duroflex campaign

    Alia Bhatt signs campaign deal with Duroflex

    By Our Staff

     

    Duroflex has launched its first campaign featuring brand ambassador Alia Bhatt. The campaign has been conceived by Creativeland Asia and the films have been directed by Abhishek Varman. The brand has launched the campaign nationally through a multi-channel strategy.

     

    Commenting on this brand endeavour, Mathew Chandy, Managing Director, Duroflex said: “As an innovator brand in the sleep solutions space, this association with Alia Bhatt marks the beginning of our next growth phase of reaching consumers across generations and geographies. It fortifies our journey of being the fastest growing brand in FY 22 with a deep commitment to helping India sleep better.”

     

    Speaking about the new campaign, Smita Murarka, Chief Marketing Officer, Duroflex added: “Our campaign aims to awaken the Indian consumer to take their sleep seriously, making active and thoughtful choices on health-transforming products like mattresses. The campaign has been designed to communicate a home setting and is representative of a real-life conversation between two friends. The cutting-edge technology and research-backed products set us apart. With Alia, we aim to take this main messaging across the country, that there is ‘Nothing Like Duroflex’ and everything else is a compromise.  Being a sleep evangelist herself, Alia brought alive our campaign in a candid and effortless way. We are sure it will resonate well with the modern consumer.”

     

  • Sonu Sood is brand ambassador

    Vox Parables films for Zandu Balm

    By Our Staff

     

    Zandu Balm has recently roped in actor Sonu Sood, as its brand ambassador. Directed by Vishal and produced by creative agency Vox Parables, the new television commercial featuring Sonu Sood has recently been released.

     

    Said Mohan Goenka, Director, Emami Limited: “Covid-related stress has inflicted millions of people with headaches, body pain and fatigue. Job losses, pay cuts, health hazards, general uncertainty of the environment and work-from-home leading to multitasking with no house help, all have resulted in people getting affected with severe mental and physical stress. Zandu Balm, a trusted ayurvedic pain solution offered relief to many from these afflictions. Somewhat similarly, we all have witnessed how a wonderful person like Sonu Sood rose up to the occasion during the hardest times of Covid pandemic crisis and tried to alleviate the pain and despair of the distressed migrant workers and many other poor people by arranging transport and other relief works through his own personal initiative. We believe that our iconic brand Zandu Balm’s brand philosophy and values resonate with the philosophy and values of our new brand ambassador of being a one stop solution for people in pain – thus offering a perfect brand connect.”

     

  • Features  Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan

    Myntra ropes in top stars for new brand campaign

    By Our Staff

     

    Myntra, the fashion e-commerce platform, has signed up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors, Kiara Advani, and Samantha Akkineni.

     

    Speaking on the announcement of the new brand ambassadors and the launch of the brand campaign, Harish Narayanan, CMO, Myntra, said: “We are elated to welcome all the superstars to the Myntra family. These top fashion icons, who are also acclaimed fashion connoisseurs, will be a part of Myntra’s biggest star-studded campaign ever. The campaign will strongly reinforce Myntra’s position as ‘India’s Fashion Expert’ with differentiated fashion offerings and unparalleled shopping experience pivoted on technology. This campaign will cut across demographics and build a deeper relationship with our customers across the country.”