MxMIndia

Category: MARKETING

  • The digital film campaign strives for a balance between tradition and equality

    Alia Bhatt features in new ad of Mohey fashions

    By Our Staff

     

    Mohey’s recent digital video campaign featuring Alia Bhatt tries to promote a more inclusive and equal space for women in marriage and in life. It strives for a balance between tradition and equality. Through the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in modern context.

     

    Said Vedant Modi, CMO, Vedant Fashions Limited: “Mohey has always symbolized the progressive women of our society. Through this commercial, we have tried to bring about a shift in the mindset of the general populace while being respectful and fervent towards our traditions and rituals.”

     

    Speaking about the making of the ad, the Director of Shreyansh Innovations, Shreyansh Baid added:, “We have always believed in progressive communication and our main thought behind making this film was to convey a strong message that is rooted in the rich Indian culture, and yet takes it a step forward by deriving inspiration from the new-age Woman and the new-age society. With Alia onboard we have been able to create a communication that strikes a chord and invokes a positive change.

     

  • Conceptualised by BBDO and directed by Siddharth Anand

    Hrithik Roshan features in TVC for Pristyn Care

    By Our Staff

     

    Pristyn Care, a surgery-focused healthcare brand, announced the first phase of its ‘Surgery Matlab Pristyn Care’ TV and digital campaign which is launched with the 2021 Indian Premier League (IPL) season. The ad film titled ‘Surgery Mein Care’ features Hrithik Roshan.

     

    It is conceptualised by BBDO, directed by Siddharth Anand, and shot by Anil Mehta, with music by Clinton Cerejo.

     

    Commenting on the launch, Harsimarbir (Harsh) Singh, Co-founder, Pristyn Care, said: “Since our inception in 2018, we have grown tremendously with presence across multiple cities of India. Our objective as a patient-first organization has stayed at the core during this growth and with our new campaign, ‘Surgery Matlab Pristyn Care’, starring Hrithik Roshan, we are intending to take this ethos and core-belief to people across the country. This campaign on IPL aims to make Pristyn Care the preferred choice of minimally-invasive surgery in India”.

     

  • Aims to promote road safety

    Aamir Khan in new TVC for Ceat Tyres

    By Our Staff

     

    Ceat Tyres has launched another integrated marketing campaign featuring actor Aamir Khan to promote its premium SecuraDrive range of tyres.  The campaign will be a series of three advertisements with Aamir Khan playing different avatars in each version throughout the second leg of IPL across media platforms.

     

    Said Amit Tolani, Chief Marketing Officer, Ceat Tyres Ltd: “Safe and smart mobility has been Ceat’s primary goal. The new campaign with Aamir focuses on our vision of ‘Making Mobility Safer and Smarter Every day’. Our SecuraDrive Car and compact SUV tyres offer a safe ride through improved braking performance and ultimate riding comfort— the best friend for your car on any road. The campaign emphasises the significance of buying reputable and reliable tyres. Aamir embodies Ceat’s honesty, enthusiasm, perfection, and innovation and has been a great brand ambassador for us.”

     

  • Kantar, the analytics and brand consulting company, is now doing what typically one would go to a marketing consultant or even a high-end ad/media agency

    Kantar Marketplace expands to Creative and Media effectiveness solutions

    By Our Staff

     

    Launched in 2020 in India, Kantar Marketplace, notes a communique, is a market research platform that empowers insights professionals, marketers and agencies to build meaningfully different brands with speed and agility. It is the only market research platform with solutions that have been independently validated to predict sales and brand growth.

     

    Said Soumya Mohanty, MD – Client & Quantitative, India, Insights Division at Kantar, “Marketing spends are shifting online and so is the need to get a better assessment of ROI and creative impact, beyond the standard engagement metrics. In this always on digital world where content is getting generated continuously, we need a holistic understanding of the interplay of story, context, placement, format and channel. Kantar offers a synergistic suite of Creative and Media solutions, now available on Kantar Marketplace, which gives you insights at speed but also with the precision that the Kantar frameworks offer.”

     

  • The brand addresses consumers directly for the first time in its sixty-year legacy

    Lowe Lintas pops a campaign for Supradyn

    By Our Staff

     

    Supradyn, the multivitamin brand owned by Bayer’s Consumer Health division, has relaunched with a new campaign ‘Sahi Poshan Harr Din, Khane Ke Saath Supradyn’ addressing consumers in India directly for the first-time in its sixty-year legacy. The campaign has been conceived by Lowe Lintas.

     

    Said Sandeep Verma, Country Head, India, Bayer Consumer Health Division: “This marks an important milestone for Supradyn which has built a trustworthy relationship with doctors and healthcare professionals over the years. We are now happy to also address the consumers directly for the first time in the brand’s six-decade legacy, leading discussions and creating awareness in the nutrition and multivitamin-multimineral category. Our campaign brings to light Supradyn’s role in complementing a healthy diet, which provides only up to 70% nutrition, thereby bridging this nutrition gap and providing more energy and immunity every day.”

     

    Talking about the campaign, Ritu Mittal, Head – Marketing and Digital, Bayer Consumer Health India, added: “The pandemic situation has reset our priorities, bringing health and wellness to the forefront. With the launch of this ‘first-ever’ Supradyn campaign in India, we intend to educate our consumers on the micronutrient insufficiency in their diets in a relevant and memorable way. We want to encourage them to take One Supradyn Daily tablet every day for improving their energy levels and boosting immunity. The campaign ‘Sahi Poshan Harr Din, Khane Ke Saath Supradyn’ will encompass all modes of media mix with a strong focus on digital.”

     

    Said Tasneem Ali, Executive Director, Lowe Lintas: “We are delighted to be a part of Supradyn’s relaunch, a milestone in itself, that brings to light a relevant conversation in a simple yet memorable manner. The past year and a half have changed the way we look at our health and wellness, showing us how our diet cannot be solely relied upon to maintain energy and boost immunity. Our campaign hence starts a relevant conversation highlighting relatable concerns to draw the curtains on Supradyn’s improved solution that helps you reach your 100% every day.”

     

     

  • Real women, their voice and authenticity, showcased in latest campaign

    Studiowest by Westside celebrates diversity in new ad

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Westside Stores (@westsidestores)

    Studiowest by Westside, announced the launch of their newest campaign #ThisIsMe, featuring real women showcasing their fashion and style. It celebrates diversity and inclusivity.

     

    Talking about the campaign, Umashan Naidoo, Head of Customer, Westside said: “Studiowest by Westside has always addressed the concerns of everyday women. However, with #ThisIsMe, we want to bring alive the fun side of makeup and celebrate women who are so effortlessly breaking barriers by just being who they are. We don’t want to change the way someone looks, instead we want to make them feel amazing with products that just enhance what they are already rocking.”

     

  • The agency will oversee media strategy, planning and buying for the total portfolio

    Carat wins mandate for Sugar Cosmetics

    By Our Staff

     

    Media agency network Carat has won the media mandate for Sugar Cosmetics beauty brands. The account was won following a comprehensive competitive pitch process. As per the mandate, the agency will oversee media strategy, planning and buying for the total portfolio.

     

    Anita Kotwani
    Anita Kotwani

    Said Anita Kotwani, CEO, Carat India said: “We are pleased to win the media business for Sugar Cosmetics. Carat is committed to creating meaningful end-to-end media solutions through data-driven marketing, and to further accelerate the brand’s growth journey. As a team, we are excited to get this opportunity to work with a brand that is loved by the women of today!”

     

    Vineeta Singh

    Commenting on the win, Vineeta Singh, CEO and Co-Founder, Sugar Cosmetics added: “Carat came highly recommended to us. Their strategic thinking, experience, and efficiencies stood out. Partnering with them on our media strategy is reassuring, given their data-driven approach in meeting our brand goals. The beauty industry is ever-changing and we at SUGAR Cosmetics always like to stay ahead of the curve. As a brand leader, it is my topmost priority to ensure that we keep evolving our strategies to meet consumer requirements. I hope our new association with Carat will help us in this journey of keeping up with consumer trends and stay relevant in the industry.”

     

  • Cheers on the #PalatDe spirit through partnership with ICC

    Thums Up partners with Mohammed Siraj

    By Our Staff

     

    After celebrating the ‘Toofani’ spirit with #PalatDe and #TaanePalatDe campaigns at the Tokyo Olympics and Paralympic Games 2020, Thums Up has fast bowler Mohammad Siraj starring in it s#PalatDe campaign.

     

    Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said: “The Coca-Cola Company has been the longest corporate partner of the Olympic Games and our recent associations with the Paralympic Games and the ICC World Cup, underscore the company’s philosophy of endeavouring to be a part of the joyous moments and occasions of its consumers. The ability of Cricket to create unique and memorable moments makes it a robust platform for us to connect with sports fans around the globe. We are elated to welcome Mohammed Siraj, one of the best bowlers in the world on this exciting journey with us. It is inspiring to witness how extraordinary people like Siraj have overcome real life challenges and risen to become a beacon of national pride. Such inspirational stories resonate with the spirit of the brand.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “The spirit of the brand resonates with the stories of grit, hard work and determination of our players, who overcome all hurdles to play for the country. After Olympics and Paralympics, in the third instalment of the #PalatDe campaign, we will be celebrating the victories of our cricketing heroes over their naysayers. Siraj’s story in particular is very inspiring and we are proud to partner with him and have him share his story with the world.”

     

  • The jewellery brand launches campaign for IPL season

    Famous Innovations films for Mia

    By Our Staff

     

    Mia by Tanishq has launched a series of short films as part of its latest campaign, ‘#GiftSmartGiftMia’ for the IPL season, created by Famous Innovations.

     

    Speaking about the campaign, Shyamala Ramanan, Business Head, Mia by Tanishq, said:  “The Mia gifting campaign is an outcome of intense data analysis and social post listening. Jewellery is one of the most gifted categories and an in sighting exercise confirmed that men who believe their partners are modern, independent and expressive veer towards Mia by Tanishq as it is a choice that can never go wrong!”

     

    Added Melvin Jacob, Executive Creative Director, Famous Innovations Bangalore: “IPL is when India’s huge viewership gets into celebration mode. We wanted to use this opportunity to capture fun millennial dating goof-ups and the gifting choices people make. The films pick on the thought that gifting isn’t about spending money, rather it’s about gifting smart and being tasteful. The spots are lighthearted, insightful and fun – and definitely a fresh take in the jewellery space.”

     

  • To handle integrated media services for the brand

    Motivator wins mandate for Spexmojo eyewear

    By Our Staff

     

    Spexmojo, an online eyewear marketplace and a venture of GKB Hitech and Shivkumar Janardhanan, former CEO of Essilor India, has appointed Motivator as its integrated media partner.

     

    Shobit Gupta, Promoter Director, Spexmojo Technologies, said that the idea that Spexmojo is implementing will revolutionise the optical industry in many ways, from sourcing quality products to dispensing the choice of the consumers in a no-compromise purchase journey. Working with a well-known professional agency like Motivator, will bring about world class creativity and effectiveness in communication of this new idea.

     

    Speaking on the win, Mausumi Kar, Managing Director, Motivator said: “We are delighted to onboard SpexMojo into our portfolio. At Motivator, we are continuously honing our expertise to cater to the needs of emerging brands. There is a mutual alignment of ambitions as SpexMojo drives towards becoming India’s largest eyewear discovery platform.  We look forward to help fuel their growth journey”

     

     

  • Will provide overall strategic counsel for the sportsbike

    The Mavericks wins Ultraviolette mandate

    By Our Staff

     

    The Mavericks India has won the national communications mandate of the electric mobility high speed sportsbike brand – Ultraviolette. As part of the engagement, The Mavericks will provide integrated communications and end-to-end campaign planning and execution across all media platforms, and overall strategic counsel for the brand.

     

    Confirming the appointment, Narayan Subramaniam, Founder and CEO, Ultraviolette said: “Ultraviolette is delighted to bring on board The Mavericks as our strategic communication partners. We are a dynamic team, incepted with a vision of creating top-of-the-line mobility solutions driven by innovation, progressive design and energy-efficient technologies. And as we partner with The Mavericks, we are certain their robust team, creative ability, and deep understanding of the brand and consumer ecosystem will be a gamechanger in our journey with communications.”

     

    On winning the PR mandate, Chetan Mahajan, CEO, The Mavericks, added: “We are thrilled to be the chosen partners of Ultraviolette, and the win is a testament of the strength of our diverse offerings, storytelling expertise and consistent client engagement experience. Intending to transform the mobility space globally, Ultraviolette is a visionary brand that exemplifies disruptive innovation and design. We look forward to crafting high impact integrated campaigns to build resonance with consumers and other stakeholders.”

     

  • Sanjeev Kotnala on the ads where a refresh has worked, which he will like to see reworked and even those which could try a role reversal

    So which ads would you like refreshed & rehashed?

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe Cadbury ‘Kuch Khaas hai hum sabhi’ ad is not the first remake case, but it is the first one with an apparent role reversal that has led to a huge buzz. Now, many brands would be asking a question, if their archives hold such opportunities?

     

    REMAKES ARE NOT NEW

    Remakes are not new. Social media is full of remakes. How it started, how it’s going. Whether it’s the same set of people re-enacting a scene. Films have been remade and recrafted to the new context and geographies, so have advertisements. In the case of ads, logically, the iconic/epic ads get remade. However, most of them use the same cast or effect and are not fresh enough.

     

    BUDWEISER REMAKE

    Budweiser remade its ads from the 50s with #SeeHer for International Women’s Day. In this case, the women portrayed in the original ads now had more balanced and empowered roles under the themes of independence, equality, and fulfilment.

     

     

    MONSTER.COM SPOOF – A REMAKE

    Sometimes creative teams and external audiences spoof an ad for a topical tactical gain. This was the case when the iconic 1999 ad of Monster.com was used to create an ad aiming to stop Trump from getting the second term. Watch the spoof ad here.

     

     

    PARTIAL REMAKES.

    Like above, sometimes the cause is a noble one. And we all watched and admired Cindy Crawford recreate the iconic Pepsi ad of 1992 for cancer research and in 2018 came in as a cameo in the Pepsi ad.

     

     

    REPURPOSED REMAKE

    Or you don’t really remake but repurpose the communication. Like TD Bank (ad titled Dancer )  from service went to ask people bank from home. Watch the repurposed ad.

     

     

    REMAKES A CONTINUITY

    In the Indian context, Nirma, Ambuja Cement and Liril have been remade so many times. And there has been not much of a tremor. They just went into a long-running campaign.

     

    GENDER REVERSAL REMAKE.

    Then Cadbury happened. It took the iconic ad  Kuch Khaas Hai hum sabhi  with role/gender change of the main cast (I am trying not to use role reversed). The batter was now a girl and the friendly spectator appreciating the game – a male, a Sardar to be precise. By now, the new ad has been compared to the old in multiple forums. There are blogs, news, and clubhouse discussion where the recent remake of the Cadbury ad has been analysed for the story, purpose, context, and hidden message.

     

     

    OPPORTUNITY IN ARCHIVES.

    The social media jokes and memes started discussing which brand ads would one want to see remade and which one would want no one to try remaking. It is a tough one. A question that is subjective and full of false interpretation. And the more you think about it, you’re your choices vacillate. Here are some that I think would/ could do with a refresh, not necessarily with just the role reversal – but just recontextualising and repurposing. While trying to do so, I realised how the recency of communication impacts you.

    So, I agree with many who think that the current remake of the Cadbury ad is relevant to people who remember the original. The young crowd just see it as one of the millions of ads- good- feel good- nothing excellent.

     

    BLACK COFFEE, PLEASE.

    First on the list – Ericcson One Black Coffee. This was a brilliant one. A lot has changed in consumer behaviour on how they use the mobile. Now the screen size matters. The privacy of a small phone is not sought. What messages can this be infused with? And what happens with the gender role reversal.

     

     

    LALITAJI RELEVANT TODAY

    An ad that is relevant today.  The Lalitaji Surf ad would work in the new price-value conscious consumer. With a WFH lifestyle, even a gender change would be appreciated.

     

     

    ROLE & GENDER REVERSAL IS NEEDED

    The Cadbury Dairy Milk  Silk ad of the boy holding an umbrella for the girl – and that could do with a gender role reversal. An area that should be changing.

     

     

    GENDER REVERSAL IS NOT POSSIBLE FOR THE BRAND

    Anouk had a series of Bold & Beautiful ads in a series. The brand may not be an apt place for the role reversal. Can some brand do the Anouk with a role reversal?

     

     

    TOO EARLY FOR GENDER REVERSAL

    For another brilliant ad –  maybe we are not yet there –  but it could definitely do with a younger version with rile reversal: The SBI insurance ad.

     

     

    RELIGION REVERSAL.

    When you look for the remake, it is possible to go wild with imagination and possibilities. What if gender or religion was reversed in the Tanishq ad, trolled for all its worth.

     

     

    GENDER SENSITIVITY FROM YOUNG AGE.

    Maybe the ad – DAG AACHE HAI is perfect for a role reversal. The elder sister protecting the younger brother or even, the elder brother.

     

     

    NO TO REMAKE

    There are a host of brand ads where one would hate any remake or remake with gender reversal. One will hate to see a remake of Liril original 1985 ad but may welcome one with a fresh model without much tinkering to the original. Ads like  SRK Lux ad, Akshay Kumar Harpic, Axe, Fogg are not a candidate for remake in any way and format.

     

     

    And then the Airtel Boss film cannot be role reversed – as the ad is role-reversed already. If I was to say – let the old original remain untouched, be inspired, don’t remake, rehash the whole thing.

    When the context has changed, and the world has moved on from the earlier communication problem, think afresh and think different. In the case of Cadbury, it had the first-mover advantage. The rest will be followers. And no one looks up to followers.

    ………………………

    In case you have yet not seen the  original Cadbury ad, here it is:

     

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    Do let me know, if there is an ad from past that is interesting enough for a relevant  remake with gender/role reversal.