MxMIndia

Category: MARKETING

  • Actors Vicky Kaushal and Rashmika Mandanna feature in ad

    Leo Burnett rolls out new TVC for Macho Sporto

    By Our Staff

     

    Macho Sporto, the men’s innerwear brand, has launched a new TVC featuring actors Vicky Kaushal and Rashmika Mandanna. Conceptualised by Leo Burnett and promoted by media agency Madison Media Omega; the Macho Sporto campaign films consist of three films.

     

    Said Navinn Seksaria, MD of JG Hosiery, parent company of Macho Sporto: “We are reviving our iconic campaign, ‘Yeh Toh Bada Toing Hai’, with a modern and trendier avatar of our brand, Macho Sporto. Although we are advertising men’s underwear, the campaign is centred around a young and confident woman who is empowered enough to gaze at a man she feels attracted to. Breaking patriarchal stereotypes, the campaign intends to highlight how today’s women don’t hesitate in making the first move. What better than a male underwear brand to convey this message and begin a fresh conversation.”

     

    Speaking about the campaign Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett added: “Through our campaign Yeh toh bada Toing Hai 2.0 – we wanted to address and break regressive old fashioned gender stereotypes. Typically innerwear brands portray conventional male dominant imagery, but our films depict a role reversal where we normalize and make the woman in control. This is probably the first time where a men’s wear brand is showing a woman taking the lead. The films are light hearted and have the brands signature tongue-in-cheek humour with Vicky and Rashmika playing their onscreen roles perfectly.”

     

  • as its creative agency of course

    Cleartrip ropes in Lowe Lintas

    By Our Staff

     

    Online travel company Cleartrip has appointed Lowe Lintas to manage its creative duties. The scope of the agency will primarily include “reinvigorating” the brand and crafting a “robust” communication strategy to navigate the brand in the new industry landscape.

     

    Prahlad Krishnamurthi
    Prahlad Krishnamurthi

    Speaking on the onboarding, Prahlad Krishnamurthi, Chief Business Officer, Cleartrip said: “We are happy to onboard Lowe Lintas as our creative partner. Our approach will be to not only build an innovative portfolio but one that is represented by a brand persona that is memorable and impactful. We will be closely working with the Lowe Lintas team and expect that their strategic, innovative, and forward-looking approach will contribute immensely to further building the Cleartrip brand and propelling our growth. We look forward to a rewarding and long-standing partnership.”

     

    Sonali Khanna
    Sonali Khanna

    Commenting on the win, Sonali Khanna, Executive Director and Branch Head – South, Lowe Lintas added: “The last year and a half has really taught us the true meaning of a ‘VUCA’ world. In order for impacted industries, like Travel & Tourism, to get back on track, we need to devise transformational strategies. Lowe Lintas is no stranger to bold new ideas, and we’re delighted to partner with Cleartrip to meet this challenge head-on.”

     

  • Urges customers to start tracking their calories with new feature on the IL TakeCare app

    Ogilvy launches calorie app for ICICI Lombard

    By Our Staff

     

    ICICI Lombard introduced a new campaign to unveil its new feature ‘Cal Scan’ on its signature health and wellness app ‘IL TakeCare’. The new digital campaign highlights the newly launched ‘Cal Scan’ (calorie scan) feature in its IL TakeCare App, designed to track one’s calorie intake and recommend healthy calorie count and tips.  Conceptualised by Ogilvy, ICICI Lombard’s Creative agency, the ad films are being promoted across ICICI Lombard’s social media assets and digital platforms.

     

    Said Sanjeev Mantri, Executive Director at ICICI Lombard General Insurance: “While the pandemic has turned people towards a holistically healthy lifestyle, it is equally important to add the element of measurement to all our health endeavours. Considering the significant increase in the usage of wellness and health-oriented apps recently, we have introduced this new feature of ‘Calorie Scan’, which will act as a counter and encourage the user to stick to their recommended calorie budget. ICICI Lombard aims to offer not only comprehensive coverage to our consumers but also innovative solutions to them, thereby serving as a partner in the customer’s wellness journey.”

     

    Added Talha Bin Mohsin & Mahesh Parab, Executive Creative Directors, Ogilvy Mumbai: “The ICICI Lombard World Heart Day campaign has had a long history of great work aimed at making people conscious of the challenges to their good health. This year, we sought to open a new chapter by going a step further and joining them in their journey towards holistic wellness. Not just by helping them count their calories, but giving them tips on how to burn them and stay fit on a regular basis too.”

     

  • Showcases the abundance of chocolate in the product

    Grey films for Britannia Treat Stix

    By Our Staff

     

    Britannia Treat Wafers has launched a campaign for their new variant Britannia Treat Stix. The campaign is conceptualised by Grey, Bengaluru.

     

    Speaking about the launch, Badri Beriwal, Business Head, New Categories, Britannia said: “We wanted to tap into the chocolate wafer rolls segment as this is quite an exciting and growing category. The idea was to showcase the abundance of chocolate in the product. And how one can just lose themselves in a world of fun with each bite of the chocolatey abundance.”

     

    Added Ketan Desai, COO, Grey group: “As the young boy says in the film, an extra scrumptious snack like the Britannia Treat Stix certainly deserves some fun, child-like escapades! We hope the youngsters who watch the film take inspiration in planning their own witty get-away.”

     

     

  • Features actor Varun Dhawan

    Taproot & Oppo launch fresh digital campaign

    By Our Staff

     

    Taproot Dentsu has launched a new digital campaign for the Oppo F-series smartphone. The campaign, ‘What’s up with Varun?’, introduces the F19s, Oppo’s 4th model under the F19 series. The phone comes in a special edition colour (gold), to mark the festive season ahead.

     

    Said Titus Upputuru, Creative Head, Taproot Dentsu Gurgaon: “When you are creating work for the digital medium, you can do so much more than just a video. When we asked Varun to change his Instagram handle to Vroom Dhawan, he readily agreed. And then a whole lot of madness unleashed with the teaser video and the main reveal video where he donned so many roles with utmost seriousness. Oppo is a fun brand and we are happy to constantly do some whacked out stuff.”

     

  • Seeks to position Tic Tac as an enjoyable mouth freshener

    Tic Tac refreshes its campaign

    By Our Staff

     

    Tic Tac, the confectionery brand of Ferrero Group, has launched a new TV campaign – “Gentle Refreshment”. The campaign seeks to position Tic Tac as an enjoyable mouth freshener that provides a gentle refreshment for the consumer in everyday moments.

     

    Commenting on the launch of the new Tic Tac TVC, Tic Tac India spokesperson,  Zoher Kapuswala said: “Staying relevant to the changing times is an important aspect of our brand philosophy.  As consumers evolve, it is important as a brand to also adapt and evolve to stay relevant in these times. Our TVC strives to establish a strong relatable need for refreshment and communicate the role of Tic Tac which offers a break from the everyday tedium and provide a ‘gentle refreshment’. We are confident that the campaign will resonate well with the consumers.”

     

     

  • New brand ambassador is Arjun Kapoor

    &Walsh partners with Parle Agro to launch B Fizz

    By Our Staff

     

    Parle Agro has launched a new campaign for its malt flavoured fruit drink, B Fizz. The new face for the brand is actor Arjun Kapoor.

     

    &Walsh, the creative agency for B Fizz, has led the campaign narrative for the television commercials, print and digital. The films have been produced by Ransom Films, and directed by John Poliquin.

     

    Said Nadia Chauhan, Joint Managing Director and CMO, Parle Agro: “In the past one year, B Fizz has grown exponentially, multiplying our sales and expanding not just the sparkling fruit drink category, but growing the malt flavoured fruit drink category multifold which was almost non-existent in India. Expanding the portfolio successfully in the midst of a pandemic is a clear testimony to our determination and ambition. Looking forth, we not only aim to build the malt flavoured fruit drink category further with B Fizz, but with the combined might of Appy Fizz and B Fizz, we intend to build the sparkling fruit drink category to a 10,000 crore category by 2030.”

     

  • Themed around aspects that influence decisions regarding online-based learning

    Jain Online launches inaugural brand campaign

    By Our Staff

     

    Jain Online, a Bengaluru-based online education platform, has announced the launch of its new brand campaign, celebrating the “circle of influencers’. The brand films have been conceptualized by Hyper Connect Asia.

     

    Said Dr. Raj Singh, Vice Chancellor- Jain University: “Generally, a college student or working professional, when choosing an education platform meets with a wide array of choices. There is a huge checklist and a lot of uncertainty with so many new players emerging into the space. Our brand campaign outlines our belief that in a world full of options, the right advice often comes from one’s circle of influence or opinion makers.”

     

    Added Kiran Khadke, Co-Founder & Creative Lead, Hyper Connect Asia: “The pandemic has opened the doors to a pool of options for students, who are looking for credible degree programs online. This has the EdTech sector soaring. We chose the idea of how a passionate professional is always on their toes to stay ahead in the workplace for the first campaign, and the second one explores the scenario where a neighbour’s inquisitiveness is leading to something beneficial. The film tries to give a resolution to their concerns via relative life situations which the audience can relate to.”

     

  • Encourages people to make space for growing needs of a family

    Ikea launches ad campaign

    By Our Staff

     

    Ikea has launched a new integrated campaign, the third in the series of the creative platform – “Home Is where it all begins”, across television, OOH and digital channels. The campaign will run on TV in both Telangana and Mumbai markets on regional channels.

     

    Commenting on the campaign, Kavitha Rao, Country Commercial Manager, Ikea India said: “We all have a lot of emotions linked to our homes, we would also like our homes to be functional to support us with the big and small changes in our life. Our needs from our home are growing and changing everyday. Often, we need to be able to do all the things we want to do, within the limited space. When we live with people with different needs, tastes and expectations, it’s no wonder we find ourselves looking for new solutions. The third campaign in the series ‘home is where it all begins’, talks about the most important changes in the living situation of a family by making space for growing needs of a teenager or addition of a furry friend, thereby making space for the family as whole. The four mini ad series talk about slice of life storytelling- positive take on work/study from home, staycation in current reality of life, progressive values showcased with a young boy evolving into a teenager and emotional storytelling with child displaying care and affection. At Ikea, through our wide range of functional and affordable home furnishing solutions, we want to help you unlock space, so that when your life at home evolves, your home can evolve with you.”

     

  • The campaign is titled Desh ka Truecaller

    Truecaller launches brand campaign

    By Our Staff

     

    With a promise of safeguarding its users from spam, scam and keep offering hassle free communication, Truecaller, the global platform for verifying contacts and blocking unwanted communication, has launched a brand campaign today called “Desh ka Truecaller”. The film has been curated by Mind Fluid, an agency partner of Truecaller.

     

    Commenting on the launch, Manan Shah, Director of Marketing, Truecaller India said: India is our home market and our community has always been like our North Star, guiding us and helping us grow rapidly by spreading a positive word of mouth for us. It gives us great pride that more than 20 crore Indians trust us, which is nearly half of the number of cell phone users in India. The message of this campaign is that of trust and to reassure people using Truecaller that we will continue to keep their communications safe and efficient.”

     

    Added Harita Rao, Creative Director at Mind Fluid: “There are many Indias in India – full of stories, full of insights. And Truecaller as a brand has been built around these stories and insights. And that is what Desh ka Truecaller is all about – little anecdotes from life. Our hearts swell with warmth and there was a constant smile on our faces while creating Desh ka Truecaller.”

     

  • Showcases  ‘MaxX Silence’ IoT-enabled chimneys

    DDB Mudra films for Hindware chimneys

    By Our Staff

     

    Hindware Appliances has launch the first phase of a new multimedia campaign for its IoT, voice, and gesture-enabled range of chimneys. The campaign has been created and conceptualised by the DDB Mudra Group.

     

    Said Rakesh Kaul, CEO & Whole Time Director, Somany Home Innovation Limited (SHIL): “At Hindware Appliances, we are delighted to drive innovation that brings joy to our consumers’ life. With noise being the biggest pain point while operating chimneys in the kitchen, we feel that there is a need to innovate and present solutions that enhances lifestyle alongside the overall cooking experience. And our trademark ‘MaxX Silence’ technology in chimneys offers exactly this by maintaining silent operation as compared to other chimneys. Our IoT range of voice-enabled chimneys empowers the consumers by giving them access to all the controls on their smartphone or simply operate using voice commands or gestures. With this, our consumers can now choose from India’s largest range of technologically superior silent chimneys and empower themselves to do more.”

     

    Added Arjun Suri, Creative Director, DDB Mudra Group: “Since consumers are cooking at home more than ever before, we wanted to show that silence is not only important while cooking but also in life and in our relationships. After all, what allows us to come closer to our loved ones are not the louder or noisier moments but those little moments of love full of comfortable silences.”

     

  • Urbanrise Manhattan Condos which is designed exclusively for kids

    Alliance Group launches TVC for new property

    By Our Staff

     

    Alliance Group, the real estate developers of South India, has launched a TVC campaign, “Futuristic Lifestyle for Kids” for its recent kids-themed development “Urbanrise Manhattan Condos”, located at OMR, Chennai.

     

    Elaborating the new campaign, Rajanish Dixit, VP Marketing said: “Urbanrise Manhattan Condos is a one-of-a-kind property, designed solely for the next-gen, with an excellent 3.5 acres central park and activity park that will introduce you to a modern and holistic lifestyle. The project inspired by the Manhattan Condos in New York is crafted, keeping in mind to create a wholesome space that equips kids with widespread intelligence. We have communicated the whole motive of this community through our refreshing TVC shot in Tamil, which conversed with the customer in a very subtle way that was easy to recall.”