MxMIndia

Category: MARKETING

  • To inspire people to take action for better health

    Mybyk bicycle-sharing service launches campaign

    By Our Staff

     

    Mybyk, the bike rental and sharing app, launches the ‘Let’s Unlock’ campaign with comedian Manan Desai to introduce and explain Mybyk and its features. The startup has commissioned marketing agency Zero Gravity Communications for this campaign.

     

    Said Arjit Soni, Founder & CEO, Mybyk: “We believe bicycles are a great way to move around for short commutes of up to 1-2 km. For long commutes, we have partnered with Smart City Ahmedabad to set up a network of Drop & Pick bicycle stations for seamless first and last-mile connectivity.”

     

    Added Khushboo Sharma, Founder, Zero Gravity Communications: “Mybyk is not in the business of cycles; it is in the business of cycling. The brand is encouraging individuals to use cycling for their different daily commute needs. Having worked with the brand since its inception, we have an in-depth understanding of consumer behaviour.”

     

     

  • … in the technology, non-FMCG and FMCG categories

    Amazon, Asian Paints & Tata Tea are India’s Most Purposeful Brands: Kantar BrandZ India 2021

    By Our Staff

     

    India’s Most Purposeful Technology Brands Rank India’s Most Purposeful Non-FMCG Brands Rank India’s Most Purposeful FMCG Brands Rank
    Amazon 1 Asian Paints 1 Tata Tea 1
    Zomato 2 Samsung 2 Surf Excel 2
    YouTube 3 Jio Taj Mahal 3
    Google 4 MRF 3 Parachute 4
    Swiggy Tata Housing 4 Maggi
    Flipkart 5 Airtel 5 Britannia 5

     

    Amazon, Asian Paints and Tata Tea emerge as the most purposeful leaders in India across technology, non-FMCG and FMCG categories respectively. This emerged as insights and consulting major Kantar released the 2021 edition of its annual BrandZ India report on Thursday. This year, the report has moved gears to offer a ranking of 2021’s Most Purposeful Brands in India. According to Kantar BrandZ data, consumers believe that these brands lead with a clear sense of purpose to make their everyday lives better.

     

    The technology ranking has Amazon followed by Zomato, YouTube, Google and Swiggy jointly in fourth place, followed by Flipkart. The non-FMCG ranking is dominated by telecom brands, with Samsung and Jio jointly second, followed by MRF, Tata Housing and Airtel. The FMCG category ranks some of India’s biggest names: Tata Tea followed by Surf Excel, Taj Mahal, Parachute and Maggi both in fourth position and Britannia completing the list.

     

    Kantar conducted an analysis of 418 brands across 30 categories and found that in India especially, perceptions of a brand’s purpose, its ability to ‘make people’s lives better,’ is crucial to establishing a brand’s Meaningful quotient and thus, boosting prospects for growth.

     

    Said Deepender Rana, Executive Managing Director- South Asia, Insights Division, Kantar:  “Brand Purpose provides an anchor amidst constant uncertainty, both as a North Star for brands, but also as reassurance to consumers. Purpose as a contributor to brand equity is 10 times more important in India, in comparison to globally. This shows that a larger societal purpose is even more critical to success for brands in India. Of course, vague slogans and one-off ‘corporate charity’ events do not work, and it is not about jumping on the bandwagon of the latest fashionable cause either. Instead, real Purpose flows from, and builds on, a brand’s existing core values and DNA. This reinforces the need to understand and measure if a brand’s Purpose is perceived as adding real meaning to consumers lives.”

     

    Key Findings:

    2021 Kantar BrandZ data for India, in conjunction with other Kantar consumer sentiment tracking, has revealed several patterns in what Indian consumers deemed ‘Purposeful’ in 2021. Some of the key highlights:

    >> Amplifying or communicating purpose is critical.

    >> Tech brands show how everyday convenience contributes to brand purpose. These brands have been able to scale-up and showcase a wide range of products plus enter new categories at a time when consumers were desperate for at-home & delivery solutions. Everyday convenience in turn made lives easier and fueled saliency for brands

    >> FMCG brands are focusing on reducing their carbon footprint and taking a social stance. FMCG brands that score high on brand purpose have shown that purpose and profit can go hand-in-hand. They are working to reduce their environmental impact and promote social causes – which in turn attract customers, partners, and talent.

    >> Non-FMCG brands are now adopting marketing strategies that promote the brand in ways that look beyond the function of product or service; the key is to do more than just meeting consumers’ immediate needs, adding new and potentially differentiating associations.

    >> The Indian consumer, on a par with many of their Asian counterparts are actively engaging with sustainability; 77% are prepared to invest time and money in companies that try to do good

     

    Speaking about Kantar BrandZ’s report in India, Soumya Mohanty, Managing Director- Client and Quantitative, Insights Division, Kantar added: “Purpose can work as a strategy for brands, when it’s based on the right consumer insights, and executed effectively. In India, Kantar BrandZ data suggest that a brand’s Purpose ranking has a direct impact on its Meaningfulness score – which in turn is one of the cores, proven building blocks of brand value growth.”

     

    The Kantar BrandZ Spotlight on Brands in India 2021 Report, Rankings and extensive analysis are available online: https://www.kantar.com/campaigns/brandz/india

     

     

  • To encourage couples to have conversations about the marriage

    Tanishq & Webchutney launch new wedding campaign

    By Our Staff

     

    Tanishq, in partnership with Dentsu Webchutney, has launched its latest campaign, MarriageConversations. The campaign aims to encourage couples to have conversations about the marriage and the life they want to build together, as much as the wedding itself. The film is crafted by Superfly Productions.

     

    Talking about the campaign, Ranjani Krishnaswamy, General Manager Marketing, Tanishq said: “This wedding season, we want to encourage young couples who are taking the next big step of their lives to pause and talk about the marriage they envision with each other; a conversation where they feel the comfort and honesty with their partners to discuss what truly matters to them. Tanishq wants to celebrate these real conversations that lead up to the moment ‘when it rings true’ for our couples and etch these moments with our engagement rings.”

     

    Added Binaifer Dulani, Creative Director, Dentsu Webchutney: “Tanishq is part of every milestone a couple shares together, embellishing a lifetime of memories. And it all begins when the couple decides to make that commitment. We’re proud of the brand for inspiring and encouraging soon-to-be-married couples to get raw and real and build a strong foundation together, as they inevitably set on a rollercoaster of a journey that is life. We hope couples across India will feel empowered to be vulnerable with each other and talk about their future before they take the big step.”

     

     

  • To encourage lifestyle enthusiasts to browse from their endless selection

    Ranbir & Alia in new campaign of Flipkart

    By Our Staff

     

    Flipkart launched the ninth edition of the ‘India Ka Fashion Capital’ campaign with a focus on being a complete lifestyle destination. It features actors Ranbir Kapoor and Alia Bhatt.

     

    Speaking about the campaign, Prasanth Naidu – Director, Marketing, Flipkart, said” “Flipkart has a strong understanding of customer needs, which has helped us provide them with best-in-class offerings over the years. Today’s shoppers prefer to live a fashionable lifestyle that is both accessible and value-driven. With this campaign, our aim is to establish Flipkart as a value lifestyle destination that caters to various needs and appeals to a diverse demographic across the country. We are sure that Ranbir and Alia will create a unique connection with our target audience and inspire them to look at Flipkart as a one-stop-shop for all their lifestyle needs.”

     

     

  • To campaign for their office stationery with a tagline 'Carve Your Niche'

    HQ by Navneet and Terribly Tiny Tales collaborate

    By Our Staff

     

    HQ, the office stationery brand of Navneet Education, has joined hands with Terribly Tiny Tales (TTT) to launch a campaign for its stationery products. The campaign is titled ‘Carve Your Niche’.

     

    Speaking about the collaboration with TTT, Abhijit Sanyal, Chief Strategy Officer said: “We have taken a unique path to throw light on how journals and diaries can go beyond just writing day to day notes. Terribly Tiny Tales (TTT) have captured our message beautifully through their everyday-life-stories. This will hopefully inspire everyone to take a pause and pen down their thoughts while unleashing their creativity. We want our consumers to be delighted with the overall writing experience. There are not many brands offering products specifically for this niche space and at Navneet Education, we believe in creating products that someone with an inherently good taste would appreciate.”

     

    Added Anuj Gosalia, CEO, TTT: “TTT is a community that celebrates writers, creators and stories. Partnering with Navneet Education for their brand HQ has been the most organic and incredible association. With a custom template to bring the ruled lines of HQ journals into our stories, every piece of content celebrates the power of the written word. These premium journals have a perfect home within the TTT community and we look forward to a long and memorable partnership with the team at Navneet.”

     

  • To woo aspiring homebuyers

    PNB Housing Finance rolls out campaign

    By Our Staff

     

    PNB Housing Finance has unveiled a new ad campaign titled ‘Ghar Jaane ki Khwahish’ (Desire to live in your own home) to create awareness about its ‘Unnati Home Loans’. The campaign captures the sentiments of aspiring homebuyers, reiterating Unnati’s core values that are aligned with the government’s vision of ‘Housing for All’.

     

    Said PNB Housing Finance Managing Director and CEO Hardayal Prasad: “Ghar Jaane ki Khwahish campaign strikes an instant connect with the audience showcasing a perfect blend of the visual and emotional element that highlights the spirit of saving money for bigger dreams and celebrating every milestone that comes on the way. The campaign resonates with a large audience touching their sentiments and portraying Unnati’s core values of serving the aspirations of millions who wish to buy their own home. Our unique product Unnati Home Loans offers a quick, affordable and customer-friendly financial solution. We are optimistic that the ‘Ghar Jaane ki Khwahish’ campaign will augur well for our home loan business and stir conversation around the product.”

     

     

  • Should a media brand refuse allow high dominance on radio or outdoor for an extended period, asks Sanjeev Kotnala

    Can media prevent audience suffocation?

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAlishan. Rokade. Talab. Nanga Putla. You may not know these names. However, if you have recently driven in and around Nagpur and Jabalpur, you will identify them as large regional brands dominating radio and outdoor. They overpower you with high visual clutter and irritate you with their high decibel-high-frequency jingles and mentions on the radio. Nothing wrong with it. Every media needs a client like these. However, if you dig deep, you will know what is wrong with this extended media approach, although it may be working for the brand.

     

    I may be using a few regional brands advertising on radio and outdoor as an example, but TV, Print and Digital, nationally, and regionally are equally infected with the problem. The concerned media should be blamed for neither keeping the audience in focus nor advising the client.

     

    I have driven more than 1700 km in the last two weeks. I’ve been on the road from Mumbai- Aurangabad- Nagpur- Jabalpur. As I start my return journey, I am irritatingly questioned on every turn of the highway- Talab khaya kya. And I loudly curse – Nahi khaya – and change the station.

     

    Every milestone in and around Nagpur on the Chindwara, Seoni or Aurangabad sides keep telling me: Dhule Ka Vishwash, Alishan- Alishan, Naga Putla Chowk, Gandhibag-Nagpur. In fact, the whole of Nagpur is covered with Alishan hoardings. In dominant isolation, clusters or series. One cannot drive more than 1-2 km without seeing a hoarding of Alishan or Rokade Jewellers. And if you have FM on, you can’t hear two songs without an Alishan, Vishal or Rokade spot.

     

    Nanga Putla Chowk. I laugh at the irony of the address. The regional Manyavar equivalent Alishan has its showroom at Nanga Putla Chowk, which is part of Gandhibagh. With Alishan advertising, Nanga Putla is maybe the most well-known landmark in the town. More than Zero-Mile, Santara mandi or Diksha Bhoomi.

     

    I may be exaggerating, but such is the dominance.

     

    INITIAL PROBE

    My first question. Should one expect a local or national media brand to help brands plan and decide better? Yes, for Alishan and Rokade Jewellers the initial burst of outdoor and radio happened during the Covid times. A godsent opportunity for media houses. The brand bought large volumes dirt cheap. The communication helped the initial spike of awareness, familiarity, and brand knowledge. So much so that competition like Vishal for Alishan and for Rokade followed the tested media strategy. Now, the overexposure is not adding much. There is no advantage. I have been expecting the brand will feel the pinch. But the wait continues to be extended. I must be missing some covert business strategy, as the communication is not adding much.

     

    Should media advise on selection, quantum, and frequency of advertisement? Should it consider advising the brand to even tone it down if it is overkill by overspending?

     

    Trust me, I changed frequencies but failed to find a radio station in Nagpur or Jabalpur that was not crowded by the brands referred. One that did not ask at every time with its five-second type spot – Talab Khaya Kya or sang me now the famous lullaby- Alishan-Alishan. However, let me also be honest, as a family, in Nagpur, we drove down to check WTF was Nanga Putla Chowk.

     

    QUESTIONS FOR MEDIA BRANDS

    And it leads me to raise a few questions that may be unwarranted or completely wrong. I am not in media sales. Maybe I am being idealistic. But bear with me and see if I make sense.

     

    Considering their audience interest, should a media brand refuse to allow such high dominance in terms of frequency in radio or visual dominance in outdoor for an extended period. The operating part is an extended period. I have been part of buying 150-200 hoardings in a city twice in my life. Both were strategic calls and for a real short period. These brands have been on your face for far too long.

     

    Should a brand refuse to release a creative it thinks is not good enough or unsuitable for the media? Like a short spot that comes back again and again and just asks you Talab Khaya Kya?

     

    THE UNCONTROLABLE SPIRAL

    If they don’t. Media brands will slowly accelerate the weaning away of audiences. Not because of the content, but because of irritant dominating advertising. Something beyond the level of audience tolerance.

     

    ASKING TOO MUCH FROM MEDIA BRANDS.

    I spoke to many residents of Nagpur and Jabalpur. I find there is a hint of distrust building. The consumers wonder what the brands are up to. They seem to be overspending even after considering discounted media pricing and large scale buying during the covid time.

     

    Where do you draw the line?

     

    Where and how does one say no to such business in these trying times?

     

    Should one even be expecting this from media brands?

     

     

  • To narrate brand stories to over 150 mn readers

    Magazine publishers join hands for content marketing solutions

    By Our Staff

     

    The Association of Indian Magazines (AIM) has announced the launch of a content marketing studio, which will draw in the collective strengths of more than 125 magazine titles, their websites and digital media assets, to offer to marketers content marketing solutions that can reach over 150 million people. Called Dastaan Hub, the exercise seeks to expand content marketing opportunities for brand marketers.

     

    The studio has been put together by AIM member publishers, recognising the increasing need at marketers end to move from vanilla display advertising towards developing engaging content solutions for narrating compelling brand stories.

     

    Commenting on Dastaan Hub, AIM president B Srinivasan said: “Magazines by their very essence are a deeply immersive medium, and are trusted for the depth in their editorial content. Moreover, magazines cater to highly engaged communities, and each magazine publishing team has deep insights into their readers’ emotional psyches and consumer interests. This is where they have inherent strength for partnering with brands for creating compelling brand stories.”

     

    Some of the leading participating publishers in Dastaan Hub are India Today, Ananda Vikatan, Delhi Press, Outlook, Malayala Manorama magazines, Network 18 magazines, ABP magazines, Business World, and Diamond Publications.

     

    The studio is being led by industry veteran Shripad Kulkarni, who along with a team of experienced professionals, will offer full content marketing solution in appropriate multiple formats like video, shorts, podcast, articles, panel discussion, Facebook Live, contests and social media posts.

     

    Explaining how it will work, Kulkarni said: “Dastaan Hub team will be following a 3-step process. A classical first, studying the category and brand challenges. Second, the creative and strategy team will customise native communication led ideas, based on client brief. And then add an O2O, online to offline media delivery plan. All this will be co-created to capture the essence of the dialogue the brands want to have with their customers”

     

    Said Yogesh Dashrath, Country Manager, Storytel India on the launch: “Stories are a powerful means to influence and inspire. So I am sure that the Dastaan Hub plan to recreate brand stories in the regional language and cultural context will greatly help brands to connect with their customer”

     

    Added Pawan Sarda, Group CMO, Future Group: “Each region, each State of India is unique. So, there are so many cultural and contextual nuances one needs to keep in mind. The Dastaan hub initiative, is a good single window opportunity to connect with customers across the length and breadth of India”

     

    Speaking on the launch, AIM General Secretary Anant Nath said: “It is no secret that there has been an erosion of interest in magazines by marketers, and that we have been facing some serious problems in maintaining our distribution. Therefore, as a first step, we collaborated to tackle this fundamental problem. A joint distribution agency network has been put together by AIM, so that publishers can take advantage of collective bargaining and increase their footprint across geographies. Secondly, massive efforts have been put to improve the subscription ecosystem, which includes working with Indian Post to improve delivery, as well as joint subscription marketing efforts. As a result, the subscription numbers across publishers have increased during pandemic, to compensate for loss in newsstand”.

     

    Here’s what some leading magazine publishers have said. Manoj Sharma of India Today: “Dastaan Hub is a logical extension of our distribution efforts as we are confident that we can deliver highly engaged audiences to our advertisers. At the same time, we will be careful to ensure that this branded content will follow global ethical guidelines of content marketing, as reader trust is of utmost importance to us”.

     

    Indranil Roy of Outlook: “We are confident that with our collaborative working across distribution, subscription marketing, and now Dastaan Hub, our magazines will strengthen their deeply engaging relationship with readers as well as brand partners.”

     

  • Brings together favourite comic book characters Chacha Chaudhary and Suppandi

    Bakarmax creates latest Cred brand film

    By Our Staff

     

    Bengaluru-based fintech company, Cred, has launched a brand film bringing together favourite 90s comic book characters Chacha Chaudhary and Suppandi to promote financial responsibility and independence. This film is created by Bakarmax, an Indian webcomic studio.

     

    Said Trupthi Shetty at Cred: “We at Cred always aim at bringing something unique to our members. Cred is reinventing nostalgia by bringing something new to old with familiar personalities to encourage financial independence and literacy. We are delighted to work with team Bakarmax who came up with this concept, where we could bring in beloved characters from the 90’s to send across the messaging to our members and consumers.”

     

    Added Sumit Kumar from Bakarmax: “It is a pleasure for the team to collaborate with CRED. The process of building a concept that would bring back nostalgia with our favorite characters with a twist, has been a great experience. Highlighting the advancements in the financial industry through a different lens was refreshing. I hope Cred members and consumers enjoy the latest animated film.”

     

     

  • The film is conceptualised and created by Law & Kenneth Saatchi & Saatchi

    Anushka Sharma smiles for Rajnigandha Pearls

    By Our Staff

     

    Rajnigandha Pearls mouth fresheners, from the house of DS Group, has launched its new TVC. Featuring brand ambassador Anushka Sharma, the TVC takes forward the brand’s credo of ‘Achchai ki ek alag chamak hoti hai’. The film is conceptualised and created by Law & Kenneth Saatchi & Saatchi.

     

    Said Arvind Kumar, General Manager, Marketing, DS Confectionery Products: “The brand story of Rajnigandha Pearls is built on the premise of ‘Goodness that shines’ or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of great tasting product coated with shining silver. The new campaign weaves a story on the brand’s philosophy reinforcing the message and depicting selfless goodness that shines through the smallest of acts of kindness to spread joy around.”

     

  • Honda Life Saver Board campaign judged as the best campaign

    Tribes Communication wins Dragons of Asia Awards

    By Our Staff

     

    Tribes Communication has finished at the top with 10 metals at the Dragons of Asia Awards 2021. The big win came on the back of two Golds, one Silver, 2 Bronze and 4 Black metals. The highlight though was the Blue Metal for the Honda Life Saver Board campaign, which was adjudged as the best campaign In India.

     

    The body of work that won the title spanned across 6 of the 17 different categories that were recognized-a fitting acknowledgment for the incredible breadth and quality of work created by the talented teams from both Ignite Mudra and The Max, working tirelessly within the Tribes Group to raise the bar on both creativity and effectiveness.

     

    The wins came for Honda’s Ganapati Festival campaign “Life Saver Board”, which endeavoured to save countless lives during the immersion of lord Ganesha during the festival of Ganpati in Maharashtra and Kansai Nerolac’s Durga Puja campaign “Shera Para Shera Pujo”, which aimed at a go green initiative by collecting plastic waste from across the state of West Bengal and turning it into public benches.

     

    Other metals were won for “NBA in my Backyard”, aimed at promoting the NBA games in India and Michelin’s “Drive the Change” campaigns.

     

    Gour Gupta
    Gour Gupta

    Said Gour Gupta, MD, Tribes Group: “It’s been a tumultuous journey over the last two years through the pandemic, but we at the Tribes Group came together to create the best possible outcome. As a team, we broadened our horizons and created avenues that were unknown to us. These wins are a testament to the tireless efforts put in by the teams and also our clients who believed in the work that we do and help us create campaigns that are both, thought provoking and bring about a positive change.”

     

  • Highlights brand campaign with tagline 'Zameen Se Judey'

    Salman Khan stars Somany Ceramics TVC

    By Our Staff

     

    Somany Ceramics Limited has launched its new TVC brand campaign ‘Zameen Se Judey’ with brand ambassador Salman Khan.

     

    Speaking on the occasion, Minal Somany, Brand Custodian, Somany Ceramics said: “We are feeling ecstatic with the launch of new TVC with our Brand Ambassador, Salman Khan. This year’s TVC is unique but simple, just like Salman Khan. Salman Khan is a world class actor and yet chooses to stay rooted and always has a humble approach in everything that he does. These characteristics of Salman are highly relatable to our brand’s personality i.e. ‘Zameen se Judey’. We are confident that the new TVC will help Somany in building deeper relationship with our consumers and paving the brand in the right direction.”