MxMIndia

Category: MARKETING

  • To provide strategic communications support for its processed food and agro commodities

    Kaizzen bags mandate for Allana

    By Our Staff

     

    Kaizzen PR & Digital Agency has been awarded the PR mandate by Allana Consumer Products. The mandate encompasses providing strategic communications support to the Consumer Products Division of Allana Group, covering corporate reputation management and brand visibility for all its consumer products across media platforms.

     

    Said Milind Pingle, CEO – Consumer Products Division of Allana Group: “Kaizzen has a good understanding and know-how of PR industry and has worked with several corporates to build their image and reputation in a dynamic world. We are excited to collaborate with them and count on their domain knowledge and expertise in developing a positive and respectful image of Allana Consumer Products and its businesses and brands in India in the years ahead.”

     

    Added Nikhil Pavithran, President, Kaizzen:  “We are thankful to Allana Consumer Products for placing their trust in us. We, at Kaizzen, are committed to create meaningful end-to-end media solutions and executing innovative, disruptive and high-impact PR campaigns that will positively impact the business and the industry as a whole. We are enthused to work with the Allana Group who have a long and rich heritage and a Vision to grow its business in Consumer Products in a sustainable manner.”

     

  • To find India’s next highlander

    William Lawson ropes in Dhawan & Hardik

    By Our Staff

     

    William Lawson’s Music CD has launched a new campaign – The Next Highlander. The three-part content series features cricketers Hardik Pandya and Shikhar Dhawan as brand ambassadors.

     

    Commenting on the Next Highlander campaign, Vijay Dev – Consumer Marketing Lead, William Lawson’s at Bacardi India said, “William Lawson’s is a brand that embodies the ‘No Rules’ way of living. It unabashedly challenges the status quo and questions age-old conventions as it carves its own disruptive path. And that is exactly what defines a Highlander! Thus, in our quest to find this Highlander in India, we have launched a unique campaign – The Next Highlander. Through a series of never-seen-before tasks and races we will test the true character and strength of our bold consumers and crown the Next Highlander. We’re looking forward to this exciting journey and encourage all the go-getters and risk-takers out there to come participate.”

     

  • To provide affordable yet premium offering to the consumers

    Ferrero Rocher rolls out Diwali campaign

    By Our Staff

     

    Ferrero Rocher Moments has rolled out a new campaign #MomentsMakeDiwali to bring in the festive season.

     

    Speaking about the campaign, Zoher Kapuswala, Brand Head- Ferrero Rocher India said: “With the upcoming festive season, we are positive that Ferrero Rocher Moments would be once again our consumers’ gift of choice. This product innovation from the house of Ferrero Rocher is in line with the company’s effort to provide affordable yet premium offering to the consumers. It further expands Ferrero Rocher’s existing portfolio by bringing a unique, enjoyable and light-hearted experience for consumers to celebrate everyday moments. We are certain that during this year’s festivities, we will win the hearts of our consumers and make them smile and  experience joy and happiness via moments that last.”

     

  • Titled 'Game ke Deewane' celebrates the passion of Indian cricket fans

    Sourav Ganguly in new My11Circle campaign

    By Our Staff

     

    Games24x7, multi-game platform, has launched a new campaign for the upcoming ICC T20 World Cup, on its sports platform, My11Circle. The campaign titled ‘Game ke Deewane’ celebrates the passion and dedicated support of the Indian cricket fans.

     

    Speaking about the new campaign, Bhavin Pandya, Co-Founder and CEO, Games24x7 said: “The World Cup is the pinnacle tournament for cricket. This edition is happening after a hiatus of five years, so there is a lot of anticipation and excitement amongst the Indian fans. This excitement hits an apogee, when India performs well, so this particular campaign is our humble tribute to the game of cricket and to all the unconditional supporters of team India.”

     

    Added Saroj Panigrahi, Vice President, My11Circle: “We have a commitment to cricket fans across the country, and it is our constant endeavor to make them feel special through unique offerings every T20 season. We have been encouraged by the response to our previous campaigns, which is what motivates us to come out with a fresh promotion every season that are focused on allowing our participants to think, strategize, meticulously plan and to test their skills.”

     

  • To measure increase in brand awareness across 12 cities

    DCMN rolls out new Truecaller campaign

    By Our Staff

     

    DCMN, the digital marketing agency, has launched a nationwide TV ad campaign “Desh ka Truecaller” for, well, Truecaller.

     

    Manan Shah
    Manan Shah

    Said Manan Shah, Director Marketing – India at Truecaller: “For our latest TV campaign, we wanted to celebrate the “trusted partners” in everyone’s day-to-day lives – whether that’s family, partners or friends. We’ve worked with DCMN for several years now, and the team’s deep knowledge of the local market has been key to achieving heightened brand awareness across the country. They also take a unique, performance-orientated approach to TV advertising – which has been crucial to understanding where to spend our advertising budgets.”

     

    Bindu Balakrishnan
    Bindu Balakrishna

    Added Bindu Balakrishnan, Country Manager – India at DCMN:  “Truecaller is an incredible success story in India, and we’re delighted to have worked with them on their newest campaign – one that will resonate with consumers across India. Truecaller came to us to help them carry out a high-impact national and regional campaign with a strong focus on tier 2 & 3 cities, and we’re looking forward to tracking the success of the campaigns with our tailored brand awareness research – an invaluable resource for any brand looking to scale.”

     

  • Insurance advertising, not surprisingly it is all about Saam ( Logic), Daam (Price), Dand (Penalty) and Bhed (Doubt and differentiation), writes Sanjeev Kotnala

    Sanjeev Kotnala: Insurance advertising still dominated by rationality and logic

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    In the past, insurance advertising dominated print. Educating the potential customers was then considered a top priority. Insurance pushed through agents scouting for the next ill-informed victim, someone clueless about what they were buying into. The other part was the legally enforced insurance policies like the automobile and group insurance., where the process was completely different.

     

    Today, there are portals helping customers transparently compare policies and directly buy them at a discount. In the case of a standard insurance policy, the agent is slowly moving out of the picture.

     

    Insurance companies are closing down offices as technology allows for better customer interface and experience. Consumers have started appreciating the financial science behind the stability insurance policies provide. The customers are more open to buying life, Mediclaim, accidental, term plans, motor vehicle, house, fire, and other insurance policies.

     

    However, insurance advertising is still dominated by rationality and logic. Life Insurance policies stay away from talking about the second truth in life- death. And death could be used differently.

     

    Insurance advertising, not surprisingly it is all about Saam ( Logic), Daam (Price), Dand (Penalty) and Bhed (Doubt and differentiation). It is true that legally the Insurance companies and policies cannot do or say much.

     

    In this scenario, the ad by Ladder Insurance for its Life Insurance policy created by Fred & Farid (Los Angeles) seems so fresh. It is really unexpected and at least not seen in the Indian market. And they have really been at trying to make a difference using technology in the insurance space.

     

    Whereas in the Indian market, we try to avoid reference to death in advertising – here, the storyline depicts the whole family attempting to kill the insured person. And the thought, “Life insurance so good, they’re gonna want you dead”, is so apt to sum it.

     

     

    If that is not surprising enough, the disclaimer takes the cake. “But seriously, intentionally killing a policyholder will void all life insurance benefits”. That’s it. This clutter-breaker insurance policy ad remains in your head and is definitely memorable.

     

    I would say differentiated ads with a strong storyline stand out in any category- and the case of insurance is no different.

     

    The old Thai insurance ad ‘Believe in Good’ is still fresh in my mind.

     

     

    And then here is the Policy Bazar ad- of doing good!.

     

     

    So, is the SBI Life Insurance- ‘Heray Ko Kya Pata tumhari Umar’.

     

     

    The one that I recall most- the death scarring one for Max New York Insurance.

     

     

    One needs to be reminded, and the whole ad featuring Irfan Khan ad for Religare Insurance comes back. It logically explained ‘Kum Insurance Lene Ki Bimari’ was fresh and differentiated when it was launched.

     

    And then you must watch the Metlife ad-My Dad is a liar.

     

     

    And then this humorous ad for life insurance – and you would realise, insurance can be fun and the message delivered with relevance, originality and impact.

     

     

     

  • The Festive Collection ‘Utsaah’ – The Festival of Life showcases contemporary jewellery

    Laqshya executes OOH campaign for Tanishq

    By Our Staff

     

    Laqshya Media has reported that it has recently executed an OOH campaign for Tanishq’s festive collection ‘Utsaah’ – The Festival of Life.

     

    Speaking about the partnership with Laqshya Media Group and on the campaign, Ranjani Krishnaswamy, GM – Marketing, Tanishq, Titan Company Ltd said: “Utsaah, our Diwali campaign is a reflection of the current sentiment, it draws its inspiration from valuing the present, the jubilation of celebrating what’s in our midst today. With the past that’s been tough and a future that’s cautious, it is the today that really holds the promise, that implores us to cherish, rejoice in the biggest festival called life. The power of now more than ever before is directing our lives and becoming the biggest source of our happiness. These everyday celebrations have been the inspiration for our collection, jewellery that is versatile, wearable, that styles your everyday moments, and allows you to layer it to create your own signature look, this collection blends the traditional heirloom craftsmanship with modern motifs and geometry to create a new language for your repertoire.”

     

    Speaking on the campaign, Amarjeet Hudda, COO, Laqshya Solutions, added: “We at Laqshya Group are proud to execute this campaign for Tanishq’s festive collection that brings us the beautifully designed products crafted to perfection by their Karigars that add to our festivities. It’s been very rewarding to work with a team that cares not only about reach and frequency, but also the impact of activities on their audiences. Through this impactful OOH branding exercise, we have tried to create a long-lasting impression in the minds of our consumers”

     

  • An ASCI-Futurebrands GenderNext Report throws up some interesting findings

    So, what’s the view on Depiction of Women in Advertising

     

    By A Correspondent

     

    The Advertising Standards Council of India (ASCI) and Futurebrands, have unveiled the GenderNext study to study the representation of women in advertising. GenderNext, notes a communique, covers patterns of portrayals across multiple categories, such as personal care, fashion, beauty, home and hearth, gadgets and wheels, money and education. The study also touches upon how advertising portrays women versus how they see themselves and want to be seen.

     

    According to Lipika Kumaran, the lead author of GenderNext, the study reveals that while there are some positive moves, mainstream advertising still heavily borrows from an inventory of overused, and sometimes harmful stereotypical tropes. A detailed study of over six hundred advertisements revealed several problematic tropes- such as sensualising the act of eating by women, showing women as spenders in financial advertising, women running around the house while others lounge around, male gaze acceptance in beauty ads,, showing women as lower down in tech-hierarchy in gadget ads, male celebrities challenging and instructing women,among others. A detailed list of such depictions across categories are captured in Annexure A.

     

    Women interviewed across different life stages and town classes pointed out that it is not them but others in their sphere who lag behind them, and they are the ones in need of empowerment. They feel that advertising can be their ally in this journey. The study found that for young unmarried women, common stereotypes used in advertising such as women joyfully undertaking the drudgery of work was not aspirational at all. Typical women’s day ads that show women emerge victorious after significant struggle were not considered particularly empowering. Women are tired of ads showing young women being bestowed with freedoms only after putting up a fight.

     

    The study proposes a category agnostic framework “The SEA (Self-esteemed – Empowered – Allied) Framework” that aims to guide stakeholders in imagining as well as evaluating portrayals of women in their advertising by building empathy and aiding evaluation

     

    The study also proposes a 3S screener for scripts/storyboards, casting, styling to identify stereotype red flags. The screener looks at aspects of a) Subordination b) Service and c) Standardisation (. More details of the SEA framework and 3S screener can be found in Annexure B

     

    Said Subhash Kamath, Chairman, ASCI: “GenderNext acts as a guide for stakeholders – brand owners, marketers, advertising professionals – to aid the creation of more progressive depictions of women in advertising. The deep insights on women, and what they feel about advertising is a fantastic input into advertising creation, and we hope that brands and advertisers will be motivated by the findings to depict women in more progressive ways. We also intend to set up a task force to evaluate advertising guidelines on harmful stereotypes”

     

    Added Santosh Desai, MD, Futurebrands Consulting: “As an influential form of popular culture, advertising has historically been a significant source for the propagation of gender stereotypes. While things are changing, what this study, initiated by ASCI and carried out by Futurebrands uncovers, is that gender continues to be represented in a skewed and discriminatory manner. Some obvious ways of stereotypes are less visible, but there are many other ways, both subtle and not-so- subtle, in which gender portrayals continue to be skewed. The GenderNext study has identified some common patterns of discrimination and has also created a framework that enables marketers to identify and eliminate such undesirable representations.”

     

    The report, said Manisha Kapoor, Secretary-General, ASCI: “ is only the first of the many initiatives ASCI will put together in this space. This is a continuing conversation.”

     

    For the study, the primary research involved ad clinics with 160 respondents and 20 focus group discussions across 10 centres, in addition to tapping into Futurebrand’s proprietary study Bharat Darshan. More than 300 people were spoken to via social media. All stakeholders such as national and regional advertisers, agency and creative heads. Gender domain experts, policy makers and advocacy groups were consulted as part of the study enquiry.

     

  • To give your house a makeover this Diwali

    Social Pill campaigns for Bella Casa furnishings

    By Our Staff

     

    Social Pill, a digital marketing agency, has launched a Diwali campaign for home furnishing brand Bella Casa – #GharKaMakeover.

     

    Speaking about the campaign, Gaurav Gupta, Director of Operations, Bella Casa Fashion Retail Limited said: “Through #GharKaMakeover with Bella Casa, our aim is to provide our customers with the absolute best for their homes. We want them to give their homes as much importance as themselves.” He added, “With the sale during Diwali, we hope, we’re able to provide comfort and luxury to our customers at an affordable price.”

     

    Added Rajnish Rawat, CEO, Social Pill: “People often just shop for themselves when a festival arrives. Before Diwali, it is a norm that we clean our houses for the festivities. But what about shopping for your home? Your home is an extension of yourself so why not give your house a makeover? Moreover, you add to comfort too. So, it’s not just decorations and pomp but a peaceful night’s sleep after all the hustle and bustle and #GharKaMakeover is exactly what’s needed to grab the attention of the consumers to the right place.”

     

  • Urges all fathers to prioritise their "Health", this Diwali

    Future Generali campaigns for health of all fathers

    By Our Staff

     

    Future Generali Life Insurance Company Ltd (FGILI) hgas launched its 360-degree brand campaign titled “PAPAsHealthAsliWealth.” Through this campaign, FGILI urges fathers to prioritise their health and well-being amid the celebration of Diwali this year.

     

    Commenting on the new initiative, Ashish Tiwari, Chief Marketing & Digital Officer, Future Generali India Life Insurance Company Ltd said: “The festival of Diwali celebrates close family relationships and triumph of good over evil. At Future Generali India Life Insurance, we are focused on promoting healthy living amongst Indian fathers. Our new campaign takes the narrative forward by encouraging them to enjoy the festivities while taking care of their health to stay fit and healthy. We believe that health is the true wealth for fathers who work hard to provide the best for their families. The campaign will be launched on all digital channels and will be supported by exciting on-ground promotions.”

     

    Now will Future Generali also have a similar ad for mothers?

     

     

  • Nudges advertising and marketing fraternity to communicate in their local languages

    Mirchi roots for linguistic diversity in new campaign

    By Our Staff

     

    Mirchi has launched its latest campaign-Proudly Local-with an aim to build awareness around and underline the importance of being massively multi-local amongst brands and marketers

     

    Talking about the campaign, Nandan Srinath, Executive President, Mirchi said: “We are the largest hyperlocal music and entertainment brands in the country. Over the years we have grown to cater to numerous markets within India, in their local language, through a multitude of our offerings-radio, digital content, original content and on-ground activations. We understand the importance of speaking in the consumers’ language and the power it holds to connect with them. Thus, through the launch of our campaign, Proudly Local, we want to create awareness about not just the language barriers that are still prevalent in the marketing community, but also the need to examine local nuance and insights, local knowledge, local mediums and local action. Our client’s brands perform differently in each of their markets, and we help craft solutions across multiple media based on our local teams’ local insights.”

     

  • Focuses on debit cards, credit cards and Grab Deals platform offers

    Lowe Lintas launches festive campaign for Axis Bank

    By Our Staff

     

    Axis Bank has rolled out a multi-film campaign to promote ‘Dil Se Open Celebrations’.  The short format films, conceived by Lowe Lintas Mumbai, are set in typical backdrops of Diwali, highlighting the range of offers extended by Axis Bank.

     

    Talking about the campaign, Anoop Manohar, Chief Marketing Officer, Axis Bank said: “Our campaign on Dil Se Open Celebrations is firmly entrenched in the cultural relevance of festivals and captures the nuance of festivals as a license to indulge and celebrate to our heart’s content. And we have just the relevant offers across cards, Grab Deals and loans among many others to make these celebrations even grand. However, this campaign is not just about offers, it serves as a reminder to all of us to celebrate and be open to happiness, whether big or small, kyunki Diwali roz roz nahi aati.”

     

    Commenting on the campaign idea, Amar Singh, Regional Creative Officer, Lowe Lintas added: “It’s in the name – Dil Se Open Celebrations an idea of not just celebrating but celebrating wholeheartedly. That’s what Axis Bank’s range of festive offers have been curated to deliver on. And that’s what this campaign conceived by Joshua Thomas, Prathamesh Gharat and Tejas Dangre has been designed to convey. Employing the commonly used phrase ‘Diwali hai kya?’ in a manner that hopes to hold the viewers’ interest and give them a reason to smile.’’