MxMIndia

Category: MARKETING

  • #ClickKaroInsurekaro highlights ease of buying life insurance online

    HDFC Life campaigns for insurance for different life stages

    By Our Staff

     

    HDFC Life in its latest consumer awareness campaign emphasizes on the ease of purchasing life insurance online and its varied offerings for different life stages. The campaign was ideated by creative agency partner Logicserve Digital.

     

    Speaking on the campaign, Vishal Subharwal – Head-Marketing, Digital Business & E-commerce, HDFC Life said: “Over the last one year consumers have been purchasing most products online. However, the idea of purchasing life insurance online is yet to become popular. It has been our endeavour to convey the benefits of buying life insurance online. There is a wide range of life insurance products that are designed to meet the life stage needs of every individual. These can be purchased via the digital platform in a convenient manner. We hope to be able to drive this message through our latest campaign.”

     

    Added Manesh Swamy, Vice President – Creative, Social, PR & Marcom at Logicserve Digital: “After the success of the Buy Online campaign, we wanted to move the consumer from interest to intent via deep-diving more on the plans and the features of the products. Last time the stories revolved around the lockdown phase this time we planned it around the Festive season and unlock phase.”

     

     

  • Showcases the power of digital payments in making everyday life easy

    Amazon Pay’s unfolds new campaign

    By Our Staff

     

    Amazon Pay announced the launch of #AbHarDinHuaAasan – a digital-led campaign that highlights the convenience and safety of digital payments on the platform and its positive impact on millions of customers across India.

     

    Speaking about the campaign, Mahendra Nerurkar, CEO & VP, Amazon Pay India said: “Over the last few years, digital payments have become an integral part of our lives. Amazon Pay constantly works to provide a trusted, convenient, and rewarding payments experience to millions of customers and small businesses. #AbHarDinHuaAasan is our endeavor to demonstrate how digital payments simplify daily lives for these stakeholders. Through this campaign, we have captured various perspectives and stories that further strengthen the sense of trust around digital payments and drive adoption.”

     

     

  • The winner will be announced on MxMIndia on Friday, December 17, 2021

    So who will be the 2021 MxMIndia Mediaperson of the Year

     

     

    By A Correspondent

     

    This is awards season. From politics, business and films to many, many, many awards in the A&M world. Not just in A&M, in PR communications, content… everything.

     

    But amongst all of this, there’s the MxMIndia Mediaperson of the Year award.

     

    And how are we different:

     

    1. No jury. So no influencing, no lobbying. No accommodation of one person this year, and another the next

    2. No sponsor. No pressure from anyone on who the award should go to

    3. No event. So no pressure of having a chief guest, sponsors for the event, and hence the pulls and pressures on ensuring that the winner is a “saleable” name

    4. Planning through the year. We ensure that those who do well in the end of the year don’t have an unfair advantage as they are top-of-mind

    5. Democratic, albeit partially. We invite nominations from the world, but the decision is ours

     

    Our winners so far:

    2020: The Independent Journalist

    2019:  Sidharth Rao

    2018: Piyush Pandey

    2017: Arnab Goswami

    2016: Ashish Bhasin

    2015: Punit Goenka, Shashi Sinha, Partho Dasgupta for BARC India

     

    So who will it be this year?

    There are a few people who are in our shortlist.

    We received 26 nominations for 12 people and two organisations in response to our call for nominations on October 13.

    So, who will it be?

    Well, it’s going to happen on December 17, 2021.

    It’s a Friday.

    We’ll announce the name by 12noon that day.

    No events. No drama. No tamasha.

    An honest award for the Mediaperson of the Year.

     

  • Puts forth its ideology of 'best way to cure health is through care'

    Mullen Lintas campaign for MFine

    By Our Staff

     

    For its latest campaign, healthcare service MFine commissioned Mullen Lintas Bangalore to produce a campaign to build top-of-mind recall for the brand.

     

    Commenting on the campaign, Arjun Choudhary, Founding Member and Chief Business Officer, MFine said: “As much as MFine is a new-age health-tech brand, care has always been at the very core of all that we do. From instant online consultations to lab tests from the comfort of homes, MFine ensures that care is readily accessible and of the highest quality. Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple.”

     

    Talking about the campaign idea, Garima Khandelwal, CCO, Mullen Lintas added: “Popular culture is best created or second best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The auntie gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

     

  • Aims to promote the access and right to good health for every Indian

    Gautam Gambhir is brand ambassador for Redcliffe

    By Our Staff

     

    Redcliffe Labs announced Gautam Gambhir as its brand ambassador. This association is part of Redcliffe’s strategy to promote the access and right to good health amongst all Indians.

     

    Speaking on the collaboration, Dheeraj Jain, Founder of Redcliffe Labs, said, “Redcliffe Labs is pleased to have Gautam Gambhir onboard. Gautam truly embodies fitness and his contribution to the game of Cricket is immense, he also has a large fan base. He has a unique ability to connect to the whole nation to promote the importance of maintaining good health and thus undertaking regular health check-ups. We are delivering on this mission by doing home sample collection from our collection centers, online consultation, building labs across India those are digital first. With Gautam as part of the team, we intend to educate people about the benefits of getting regular health checkups and how such check-ups cover almost a hundred tests that can help prevent fatal diseases, if diagnosed in time.”

     

     

  • Highlights diverse products of wellness brand from TTK Healthcare

    Isobar campaign for Skore condoms

    By Our Staff

     

    Skore condoms has launched a new campaign to position itself as more than just a condoms brand, showcasing its widest range of pleasure product offerings.

     

    The ‘Get Naughtier’ campaign is conceptualised by Dentsu Isobar and comprises digital ad films as the primary medium of spreading the message and supported by digital activities, engagement building influencer activity, and branded content to drive the message over a period of six weeks.

     

    Speaking about the campaign Vishal Vyas, Head of Marketing, TTK Healthcare Ltd said: “We have consciously made an effort to create content that will resonate with young people. We wanted to communicate succinctly that we are more than a condom brand, offering interesting sexual wellness and pleasure products such as Vibrating rings, and Flavoured Lube variants, to Pheromone Activating Spray for men and Pleasure Gel for women. In a category that’s hard to advertise, stereotyped with sleaze and one that invites moral trolling, consumers are barely aware of the diverse offerings in addition to the large range of diverse condoms we have. This campaign deals with these smartly and tries to normalize experimentation and extended playtime for couples’ sans judgement or guilt.”

     

    Added Aalap Desai, National Creative Director, Isobar India: “The category, though creatively fertile, invariably invites a lot many restrictions and censor from mainline media. I am just thrilled that the client was willing to explore a digital only eco-space to market such never-before advertised products. Not only are the media touchpoints relevant to the consumers for whom the products are meant for, but also it’s one of those rare & truly integrated campaigns covering content, social media, performance, influencer marketing and OTT films via a singular narrative. In a way, the challenge thrown at us by the mainstream media only egged us to think naughtier!”

     

  • Sanjeev Kotnala of action cues of audio-visual ‘hammering’ in a recent communication

    Brand Signature Moves… Sahi Hai?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAfter a long time, I am enjoying some of the advertising I see. And the buzz is not because the brands have purposefully commented on some rituals. The ideas are well-presented and powerfully pushed to the audience. Intentional communication delivers a directional message to the unconscious mind. And, if this was unintentional, maybe it is a good post-rationalisation for the idea.

     

    I may not have thought so, but then my friend and consultant Vermajee drew my attention to it. He elaborates over Lawson Williamson, his newly acquired taste in mid-level whiskey. I think he has been minutely observing judges empathising on signature moves of Dance India contestants. I guess it made Vermajee focus on brand signature lines, action cues of audio-visual hammering in a recent communication.

     

    YEH SAHI HAI

    Mutual fund communication at every possible opportunity reiterates ‘Sahi Hai’  for investing in Mutual Funds. The regulatory warning that is part of the communication does not matter. As the statement ‘Sahi Hai’ gets repeated, it starts making sense. In fact, more sense than it should. The uninitiated investors who must rethink their options start seeing Mutual funds with coloured glasses. Their confidence gets further enhanced with every new story, exposure of Sahi Hai loaded with strong visual cues. The pause and the applause are perfectly timed. The use of cricketers – caution statement- logical explanation- push for meeting experts. Saab Sahi Hai. Only if they can get the verbal nail a visual hammer to amplify it further.

     

     

    CARBONATED THOUGHTS

    ‘Toofan Wahi Jo Sab Palat De’ says Thums up. The character dramatically tilts the bottle upside down. It is a powerful visual cue. Drink and flip. The whole story is engaging and delivered powerfully. It again leaves you with a strong visual hammer and an audio nail. The tonality is all masculine and charged up, just like the extra string drink.

     

     

    FANTASY LEAGUE DRUMMING THE DREAM.

    The Dream stories in Dream-11 shout loudly. The brand tells you stories of realised dreams.  It wants you too to dream big. The seed is implanted subconsciously. Think Big. Dream Big. Bet Big. In most fantasy leagues, there is an additional challenge to beat the selection of superstars of cricket. They hurt the ego of an armchair critic who thinks he knows better. The challenge must then be accepted. The game is now beating the cricket superstar acumen as a team selector.

     

    I have been a fan of Dream-11 communications through the years and the way it is evolving. A robust strategic intent and planning is apparent. They know where they are going. From celebrating teams and gully cricket, anything for the game, Dimag se Khel- eek hi Dhoni– Game hai Mahan to realising big dreams. It is different that I see a need for strong regulations for fantasy leagues because of their addictive- habit-forming nature. Any day would love to meet and interact with the Marketing teams behind it.

     

     

    CRED GAINS CREDIBILITY WITH FREQUENCY

    Cred is the joker in the House. One may question the need for high decibel advertising that the brand indulges in. But there is an established format now for the brand. It has two parts. The static, fixed part A and the tactically changing part B with celebrities like Rahul Dravid– Kapil Dev– Neeraj Chopra and more. Cred is leveraging a reverse flip. If the second statement is engaging, humorous and authentic, the earlier information must also be similar. Making that strongly uninteresting functional statement enjoyable enough. Frankly, I hate it- because even though people remember the celebrity stunts- the brand association is strong enough. Strategically, quirky Cred  is building its own unique communication signature.

     

     

    STRONG BYJU

    Byju intrigues. It uses jealousy and competitiveness along with a rational explanation. It seems to be working. I loved how Byju exploited vulnerable parents during the Parent Day #Honourtheirsacrifice with short clips of students. Vermajee rightly points out that Byju was not reminding students of the sacrifices their parents made. It was pushing parents down memory lane. There is always a better chance of them relating to the problems better them than the students.

     

     

    ALL IS NOT WELL

    There are few brand communication that confuses me. I fail to understand the primary intent and why the brand is doing what it is doing.

     

    MISSING UNACADEMY

    Now the last one. #TeachThemYoung by Unacademy is a cryptic one. What the hell is the brand connection? What were they selling or proposing? Even Vermajee is zapped. He tried to decipher the brand intent and gave up. Maybe the stakeholders know better.

     

     

    GOBHI AALU DISCOUNT – NETMED

    ‘Netmeds’ discount advertising featuring Kareena and Karishma Kapoor is silly and confusing. Why should one fall ill to earn discounts on medicine? And that too for vegetables. How sick should I be to get a decent discount at Netmeds to buy even a one-time vegetable? Do I buy medicines t get a discount, or do I purchase medication at a discount? Creative license?

     

    The Netmeds ad on trust and ‘discount on medicine is possible’ works because it reflects customer apprehensions. I would have loved it if they had stuck to quality medicine delivered on time and at a reasonably discounted price. But, please, stop the Gobhi-Aloo discount on medicines.

     

     

    NET-NET 

    We are living in an era of information parity, easy access and social connectivity. Everyone is sharing suggestions- recommendation or their skewed point of view. The brands need to be extra cautious in developing their signature tag, a signature move supported and held by a verbal nail repeatedly hammered visually. Some brands discover it. Sometimes it is a mistake that gets post rationalised. But always better to spend that more time in developing and investing in creating communication with brands signature touch- Just like Men will be men, a powerful idea holding it together. The thought is the brand signature, but the brand association could be stronger. Maybe, (I say maybe as I can’t think how) a consistent signature visual hammering to further strengthen it.

     

     

    You may finally have a signature move or not, a verbal nail or not and a visual hammer or not- but be alive to the reality and life of your audience- be sensitive to their beliefs, region and religion

     

     

     

  • To raise awareness about Index Funds

    L&T Mutual Fund rolls out campaign

    By Our Staff

     

    L&T Mutual Fund announced the launch of ‘Investing ki Kashti’, a digital campaign to raise awareness about the Index fund category. The campaign aims to simplify, educate and raise awareness about the Index Fund category. It emphasises on how investors can ‘Sail Along’ in an ‘autopilot mode’ by investing in Index Funds.

     

    Speaking on the launch of the digital campaign, Kailash Kulkarni, CEO, L&T Mutual Fund said: “Steering a row-boat is fun when there is minimum effort with maximum impact and our latest digital campaign on Index funds highlights the hassle-free feature of this category where an investor is not required to decide on the sectors and the investment style, before investing. We believe in demystifying the jargon of the MF industry and all our communication across the board aims at simple, easy to relate campaigns that a person without any financial knowledge can also understand.”

     

    Added Ankur Thakore, Chief Distribution Officer, L&T Mutual Fund: “The campaign Investing ki Kashti helps contextualise Index funds as a suitable choice for risk-averse investors as it has the risk of minimal tracking error. Hearing kids talk about what appears to be a conversation between two adults adds freshness and drives the message better.”

     

  • Creates space for ‘Bro Code for Health’ to discuss common health issues

    Practo launches campaign for men’s health

    By Our Staff

     

    Putting a spotlight on men’s health, Practo, the healthcare app-based offering, has kicked off its ‘The Bro Health Code’ campaign. Ahead of International Men’s Day on November 19, the campaign aims to encourage men to prioritise, assess and discuss important health problems through the ‘bro’ lingo that millennial men feel comfortable communicating in and can relate to.

     

    Commenting on the campaign,  Srikanth Pinninti, Executive Vice President – Marketing, Practo, said: “November or Movember, as we popularly know it,  is a month dedicated to raise awareness of men’s health issues. But why should talking about men’s health be restricted to just a month? If anything, the pandemic has taught us to prioritize healthcare, irrespective of our age or gender. This initiative is a step in that direction. With this campaign, we are aiming to create awareness about the need to bridge the gap in men’s healthcare and build visibility for health concerns plaguing men. We hope this platform becomes a safe space for men to discuss health issues that they normally wouldn’t talk about.”

     

     

  • Both WhatsApp and Facebook record a decline

    Google tops YouGov’s Best Brand Rankings in India

    By Our Staff

     

    Global internet-based market research and data analytics firm YouGov has announced its Best Brand Ranking. Search engine giant Google is the top-ranked brand in YouGov’s 2021 Best Brand Rankings for India for the third consecutive year.

     

    Google is followed by YouTube which is at #2 this year as well. Both WhatsApp and its parent brand Facebook recorded a decline to their scores over the past year, moving down one place and three places to fourth (48.3) and ninth (34.6), respectively.

     

    Technology giant Amazon moved up to third despite noting a decline in its year-on-year brand health score. On the other hand, Amazon’s video-on-demand streaming service Amazon Prime strengthened its brand health perception over the year, making an entry into the top ten list in fifth.

     

    Another new entrant in the list is Samsung. The technology behemoth has made large strides over the past year, securing itself a place in the 2021 top ten rankings.

     

    E-commerce major Flipkart has moved up three places in the rankings to sixth (35.9), with a marginal improvement (of +0.6 points) in its year-on-year brand health score. MakeMyTrip has also moved up one place to seventh (35.2) despite witnessing a decline (of -1.9) in its brand health score compared to last year.

     

    Dettol Soaps completes the Top 10 list, consolidating its position amidst the pandemic, climbing up two places to eighth in the 2021 rankings .

     

    The rankings also show the brands which have improved the most over the past 12 months. Telegram is the most improved brand of the past year, with a change in score of +6.2.

     

    Tata Motors is second (+3.9) in the list of improvers, followed by Samsung. Taj Hotels & Palaces took the fourth place, followed by Air India in eighth and Yatra in tenth place, respectively. Punjab National Bank, Lifebuoy Soaps, Myntra  and Kia Motors are other names that complete the list of Top 10 improvers in India.

     

     

  • The integrated  promotion is conceptualised by Grey

    Pankaj Tripathi in Baidyanath Chyawanprash ad

    By Our Staff

     

    Grey group has launched an integrated campaign for Baidyanath Chyawanprash starring actor Pankaj Tripathi.

     

    Said Ajay Sharma, Director, Baidyanath: “Baidyanath has always put the customer above everything else. Our mission is to provide the most authentic and efficacious products to the consumer and to educate the consumer on the benefits of Ayurvedic formulations and processes. This campaign is an embodiment of our mission and a testament of our commitment to providing the most authentic and complete products. It provides the consumer with the right tools and knowledge to make an informed decision when evaluating Chyawanprash, and we felt Pankaj Tripathi, with his bonafide connect with the audience, would be the appropriate choice to deliver such a powerful message.”

     

    Added Ketan Desai, Chief Operating Officer, Grey: “Baidyanath is among the original champions of Ayurveda in India. It has been promoting this traditional wisdom much before Ayurveda became fashionable. It is only befitting for a brand with such a strong foundation in the Ayurvedic knowledge to create disruption in an otherwise low involvement and undifferentiated category. Through this campaign, we are not only promoting Baidyanath Chyavanprash but also encouraging people to check what goes inside their Chyawanprash before making a choice. Just like for other healthcare brands, we want them to make the choice of their Chyawanprash brand an informed one. And with Pankaj Tripathi, we have a credible figure of authority to drive home the message.”

     

     

  • Showcases stylish and regal collecton

    Ranveer kickstarts wedding season with Manyavar TVC

    By Our Staff

     

    After running into a controversy with its Mohey brand, Manyavar has launched a new campaign, #ManyavarAaGaya, with Ranveer Singh.

     

    Commenting on the association, Vedant Modi, Chief Marketing Officer, Vedant Fashions Limited said: “We at Manyavar, love how weddings bring the culture alive through Indian wear that are unique to every celebration. We aim to make it special for anyone who wants to make a statement on their D Day. Through the video, Ranveer is seen making a stylish entry and giving grooms a fun takes on how to make their wedding day extraordinary and memorable. The ‘Dulha’ who symbolises to ‘Manyavar’ has all the eyes on the wedding day and through this campaign we are delighted in giving the grooms a chance to dress up in the stylish and regal collection. We look forward to being every groom’s choice while promising them a memorable a day.”