MxMIndia

Category: MARKETING

  • Anubhav Sonthalia gets additional role as CEO

    Dentsu India restructures its CXM business

    By Our Staff

     

    Following the restructure of its creative and media businesses in India, Dentsu has now announced the launch of a unified Merkle-led CXM proposition in the market. The announcement brings together Data Transformation, Digital Transformation, and CX Consulting into one unit to create the most specialised CX practice in India under brand Merkle.

     

    Part of the network’s global organisational redesign, the Dentsu India CXM business will now house the agencies – Sokrati, Fractal Ink Design Studio and Merkle B2B, under one umbrella. Anubhav Sonthalia will lead Dentsu CXM in India as its Chief Executive Officer (CEO) in addition to serving his current role as CEO, Sokrati. He will continue to report into Anand Bhadkamkar, CEO, Dentsu India, and Z Shen, CEO, dentsu CXM, APAC.

     

    Anand Bhadkamkar
    Anand Bhadkamkar

    Speaking on the launch, Bhadkamkar said: “Keeping up with our #onedentsu strategy, the new CXM business will help us move closer towards our growth journey. CXM is growing rapidly, and it is soon expected to become 35% of our overall business in India. By 2025, we project that this growing field will have a 50% contribution to our business. With this new CXM line of business, our clients will see a host of benefits as it will be a one-stop solution for all their CXM needs. I have complete faith in Anubhav’s leadership and in CXM to create numerous opportunities for clients as well as for the network.”

     

    Anubhav Sonthalia
    Anubhav Sonthalia

    Commenting on his new role, Sonthalia added: “I am looking forward to leading dentsu India CXM and to develop newer strategies to up our customer experience game. We aim to provide world-class services to our clients and prioritise data-driven experiences and personalisation of the entire end-to-end customer experience. Our key focus will be to create a holistic view for the clients, and a focused strategy for delivering personalised experiences that they demand.”

     

  • Increases its airport count to seven

    Times OOH bags contract for advertising at Kolkata Airport

    By Our Staff

     

    Times Innovative Media Limited (Times OOH) has been awarded a seven-year exclusive advertising contract for Kolkata’s Netaji Subhas Chandra Bose International Airport. With this TIML extends its media footprint into the eastern region of the country.

     

    Sid Aman Nanda, Chief Strategy Officer – Times OOH: “The City of Joy has given us another reason to rejoice! We are delighted and proud to be awarded the prestigious contract for advertising at Kolkata International Airport. With this contract and our operations at Delhi, Mumbai, Indore, Coimbatore and Trichy airports, I believe that we have built a comprehensive presence in every zone of India and can offer an ever wider reach to our clients. I would like to thank AAI for having faith in us once again and look forward to working closely with them to develop the airport into a hotspot for advertising in the region.”

     

  • To extend its 'Banega Toh Farq Dikhega' proposition

    LT Foods launches campaign for Daawat basmati

    By Our Staff

     

    LT Foods’s flagship brand, Daawat Basmati rice, has launched a new campaign.

     

    Speaking on the occasion, Managing Director & CEO LT Foods Limited, Ashwani Kumar Arora said: “Consumers today exhibit a high degree of discernibility and consciousness in their consumption choices. The new campaign of Daawat by LT Foods not only extends the proposition of “Banega Toh Farq Dikhega” but also showcases the special care and effort the Company takes through a four-stage curation process of Chunkar, Bachakar, Sambhaalkar, and Sajaakar (fine picking, carefully securing, meticulous ageing, and proud presentation).”

     

  • Celebrates the festive spirit of Onam

    Mullen Lintas films campaign for Tata Tea Kanan Devan

    By Our Staff

     

    As part of its Onam campaign, Tata Tea Kanan Devan has launched a new TVC highlighting how Keralites celebrate the festival, despite current limitations.

     

    The film is created by actor-director V K Prakash. The campaign was conceived by Mullen Lintas aimed at further strengthening the brand’s connect with consumers in Kerala.

     

    Talking about the new campaign, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said, “This year, Onam is again taking place amidst the ongoing pandemic. While this brings its own restrictions, this has not diminished the celebratory spirit for the festival in the least. Being an intrinsic part of Kerala households for decades as one of the state’s most loved tea brands, Kanan Devan is thrilled to launch the new TVC showcasing the Onam spirit in these times. This is our effort to celebrate the same spirit that renders Malayalis unique and Kanan Devan, the taste that Kerala loves. The campaign is in line with our goal to deepen the emotional connect the brand has always enjoyed in the state.”

     

  • Supports inclusion, diversity in sports

    Thums Up salutes Paralympic Athletes

    By Our Staff

     

    After its #PalatDe campaign at the Tokyo Olympics 2020, homegrown cola brand Thums Up has now partnered the Tokyo 2020 Paralympic Games. Through this partnership, Thums Up aims to encourage inclusion and salute the real heroes of Tokyo 2020 which started yesterday (August 24) and is on till September 5.

     

    Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said: “We are extremely proud of this strategic partnership with Tokyo 2020 Paralympic Games and the Paralympic Committee of India, it is our way of standing in solidarity and saluting the sheer grit and determination of these athletes who have come from different walks of life but showcase the same heroism against all odds and challenges. As an extension of the Olympic Association, we treat the Paralympians at parity with any other athlete fighting their naysayers and representing India at this global sporting event.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “#TaanePalatDe is our ode to the heroes of Team India who have overcome all odds to represent India at the Tokyo 2020 Paralympic Games in Japan. With this campaign we are saluting their courage to #PalatDe all the naysayers who had only one thing to give them, Taanas.”

     

  • Supports the Indian contingent

    Kotak signs agreement with Paralympic Committee of India

    By Our Staff

     

    Kotak Mahindra Group has announced that it has entered into an agreement with the Paralympic Committee of India (PCI) to support the Indian contingent at the ongoing Tokyo Paralympic Games.

     

    Said Karthi Marshan, President & Chief Marketing Officer, Kotak Mahindra Group: “Sports has the capacity to thrill and captivate, to bring people together, to inspire a nation. Even more so, when the athletes have overcome seemingly insurmountable challenges along the way. We are delighted to have been given the opportunity by the Paralympic Committee of India to support and cheer on the Indian contingent as they give it their all for the country at the Tokyo Paralympic Games. We wish Team India all the very best.”

     

    Added Dr Deepa Malik, President, Paralympic Committee of India: “We are excited to have the Kotak Mahindra Group extending its support to the Indian athletes participating at the Tokyo Paralympic Games. These sportspeople have battled the odds to get to where they are and to have the backing of a leading institution like Kotak means a great deal to all of us. As we strive for sustained sporting excellence as a nation, it is important that we develop a holistic sporting ecosystem that involves the participation of multiple stakeholder groups.”

     

  • It is a touchy subject and there are always chances of a buzz on social media turning against the brand, writes Sanjeev Kotnala

    Bridging the Gulf on Raksha Bandhan

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaYou can’t really go wrong with Raksha Bandhan communication. And the space is wide open for some solid thought-provoking brand associated work. However, it is not so easy and straightforward. It is a touchy subject. There are always chances of a buzz on social media turning against the brand. Meanwhile, brands need to be edgy and test the boundaries- work on emotionally polarised communication to break the clutter and create the impact. There is that need to love-me-or-hate-me-but-don’t-be-neutral-to-me feeling.

     

    As I keep another series of blogs under #IgnorantHindu where I share information on rituals, stories and mythology related to Hindu festivals, I often find people raising the red flag on new advertisements with me. I remind them that I have nothing to do with the communication. I am just an industry representative. And I also ask them why they never give me credit and congratulate me when the industry does a fabulous job on any brand or service. We will keep this debate for some other day. Just like, having no clue as to why so many people are searching details about Atma Shradh.

     

    I was not surprised when one not-so-radicalised Hindu with decently progressive thinking pointed out the Gulf Superfleet SurakshaBandhan advertisement. The objection came from the highly antagonising, irritating attitude of the sister towards the brother. He is trying to make everything to make their lives happy. But he is a truck driver, and the sister has an issue with it. She does not even want her friends in that small town to know her brother’s profession. Until she realises it is her driver brother and the community of truck drivers who have done the incredible work of keeping supply lines open. They have ensured that everyone else could do their work during the covid times. The penny drops, and everything changes with the perspective- and the brand establishes the analogy of trust, faith, and performance.

     

     

    I am not sure if there is a gulf in the understanding of the sister-brother relationship. Or if there is a gulf is in the limited set of the audience receiving the message. Exaggeration is part of advertising. Stretching already polarised emotion is an act that comes with pitfalls. But there was no moment in the SMEAR rating.

     

    What surprised me is that more males in the group had something to say about the Gulf Super fleet ad; the women were silent. When the male POV was shared, pointed out, they smiled and said there is nothing wrong.

     

    The gap between expectation and experience is a reality. Everything cannot always be idealistic. The story needs a hero and a villain; sometimes, the villain is a woman, which is perfectly okay.

     

    And they then pointed out the mushy, sweet and salty  all is okay Amazon ad. Telling me, it was also a rarity. Such cooking accidents don’t happen. And they don’t make such brothers anymore. So, if you are willing to accept a completely holier than thou rare event as a storyline, what’s wrong with the sister with an attitude, ego and insecurities.

     

     

    And getting back to Gulf Oil, it seems to be working this Suraksha Bandhan nicely. In 2019, its commercial spoke of a bond between the driver and his sister. The driver was laminating that he could never be home during Raksha Bandhan. And this time, the sister met the driver at the dhaba during his transit. Rarity. But somewhere, the brand worked around the Rakhi thread extending beyond hundreds of miles! Pioneering the  #SurakshaBandhan initiative for truck drivers, fostering sibling bonds with over 20,691 Postcards countrywide! And there is a complete brand fit. Something that sounded forced earlier becomes the strength of consistency and authenticity.

     

    Here watch another gulf oil ad on Raksha Bandhan. Love the way the brand has been working focussed with the trucker’s life and their stories. Maybe they have found a brand  purpose.

     

     

    So, how unique is the subject- the relationship, the emotions and the expectations? This is a unique property that Gulf Oil has identified. They have been mining it for a long time and hopefully will keep doing so with more passion. Does your relationship with your sister resemble any sister-brother relationship in these Raksha Bandhan stories?

     

  • Creative agency &Walsh launches a high-decibel campaign for Parle’s new dairy offering

    Parle Agro gets Varun Dhawan to promote Smoodh

    By Our Staff

     

    Parle Agro has launched a high-decibel campaign for its new dairy offering Smoodh.  The brand has roped in Varun Dhawan as brand ambassador. The media campaign has been rolled out nationally across multiple channels including TV, OOH and Digital.

     

    &Walsh, the creative agency for Smoodh has led the campaign narrative for the television commercials, print and digital. The film has been produced by Bindery, New York, USA along with Ransom Films and directed by Ezra Hurwitz.

     

    Speaking on the campaign, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said: “We are thrilled by the phenomenal performance of Smoodh from markets across India. The high quality and rich taste of the product, coupled with its disruptive price and pack-size has helped us garner extremely positive responses from consumers and retailers alike. Our goal is to further accelerate the growth and success of the brand with our new campaign for Smoodh and make it the product of choice for consumers looking for a quick energy boost or a quick sweet fix.”

     

  • Ogilvy has created a campaign for Philips Hair Straighteners

    Ogilvy’s campaign for Philips Hair Straighteners

    By Our Staff

     

    Said Ritu Sharda, Chief Creative Officer, Ogilvy India-North: “Through this film we wanted to put forth a truth about life. The truth that not all kinds of heat, or pressure is bad. It’s all about finding that sweet spot. This especially holds true in a relationship between a teacher and a student. This is what we have tried to reflect in our film.”

     

    The campaign breaks with a long-format digital film and extends to TV, outdoor, print as well as influencer-led digital engagement.

     

  • Launches #OwnYourComfort promotion

    Flux – The Glitch films for SleepyCat bed mattresses

    By Our Staff

     

    SleepyCat has launched a new digital campaign titled #OwnYourComfort to create awareness about making comfort a priority. Based in Mumbai, SleepyCat has introduced the concept of a mattress-in-a-box and focused on ‘factory to doorstep’ mattress delivery. The campaign is conceptualised and produced by Flux – The Glitch.

     

    Commenting on the launch of the new campaign, Kabir Siddiq, Founder & CEO, SleepyCat said: “Over the years, we have seen how the hustle culture is leading people to burnout. People aren’t taking breaks as it’s perceived to be unproductive. With the launch of the #OwnYourComfort campaign, we want to break this notion and shout it from the rooftops really. That to pause and take breaks to rest, reflect and relax is non-negotiable. Work and social commitments will always be there, and while you’re giving those aspects your all, who is taking care of you? Owning your comfort and giving time to yourself significantly improves an individual’s overall physical and mental wellbeing. Apart from creating awareness, we are also on a mission to create the most innovative and comfortable sleep products to help people relax, rest, and recharge better.”

     

    Added Tathagata Ray, Creative Director, Flux: “Since the beginning of the pandemic, we’ve strained the beauty of being at home, thanks to ‘Work From Home’. While collaborating with SleepyCat on this film, we realized how each of us are craving to have conscious breaks in between work hours. The message is quite clear, work hard, but relax harder.”

     

  • To advocate health and wellness for the brand

    Dhoni to be brand ambassador for Neuberg Diagnostics

    By Our Staff

     

    Neuberg Diagnostics has roped in MS Dhoni, as a brand ambassador for the next two years. He will advocate for Neuberg’s health and wellness campaign and convey its efforts towards empowering every citizen with better and affordable healthcare.

     

    Said Aishwarya Vasudevan, Group Chief Operating Officer, Neuberg Diagnostics: “At Neuberg Diagnostics, every action we have taken has been inspired by the company’s Vision to make world class diagnostic services accessible and affordable to all. Over the last few years, we have been successful in introducing innovative solutions and ensuring its access to millions. Our next milestone is to spread the message of getting Proactive with health rather than Reactive. In line with this, we have curated our awareness campaign on health and wellness. To catapult the reach of this campaign, we could not have found a better suited role model than MS Dhoni. With MS Dhoni as our health Ambassador, we will encourage the use of preventive healthcare services, engaging people across age groups and geographies. We are honoured to have him onboard as our Partner to drive this Initiative.”

     

  • Koffeetech Communications, an integrated digital marketing agency

    Koffeetech bags integrated mandate for Engineer’s Circle

    By Our Staff

     

    Koffeetech Communications, an integrated digital marketing agency, has gained the integrated communication mandate for Engineer’s Circle As a part of the mandate, the agency will be solely responsible to undertake the paid media services, social media management, creative output, develop communication strategies and public relations along with designing a comprehensive digital marketing strategy for the company.

     

    Speaking on this partnership, Sanjay Gupta, Founder, Engineer’s Circle said: “With an increasing role of digital media in the everyday lives of an individual, it was critical for us to partner with a digital marketing agency who understands and prioritizes the objective of Engineer’s Circle. From traditional to new-age marketing methods, Koffeetech’s team is well-versed with a 360-degree marketing channel; this is exactly what we expect out of our agency partner to help create a robust strategy leading to wider brand awareness and lead generation for the company.”

     

    Added Jay Rathod, Founder, Koffeetech Communications: “Our objective for Engineer’s Circle is to maximise engagement, increase visibility on all digital media platforms and keep the target audience informed about the brand and its services. We aim to make a meaningful difference to the company and further strengthen its legacy in the market.”