MxMIndia

Category: MARKETING

  • The Olympic champion to promote the company's plant-based meat alternatives

    Neeraj Chopra to be brand ambassador of GoodDot

    By Our Staff

     

    GoodDot, plant-based meat company, has signed up Olympic gold medallist Neeraj Chopra as its brand ambassador. Chopra will create awareness about the new category of plant-based meats and enable people to make healthier food choices.

     

    The association was structured by Meraki Sport and Entertainment that has been onboarded as GoodDot’s Sport Marketing Agency. JSW Sports exclusively manages the commercial and marketing rights for Neeraj Chopra.

     

    Speaking about the association, Abhishek Sinha, Co-Founder, and CEO, GoodDot said: “Team GoodDot is proud to welcome Neeraj Chopra to our shared mission to make the world a more compassionate place. The perfect combination of hard work, ability, and a deep sense of purpose is what sets Neeraj apart as he blazed a glorious trail for India at the Olympics. These are the same traits that team GoodDot shares as it blazes a trail in putting India on the world map of the plant-based meat revolution. Neeraj will help us firmly put the category and the brand in the minds of the Indian consumer.”

     

     

  • Wondrlab drove the creative mandate

    Chaayos launches new brand campaign

    By Our Staff

     

    Chaayos, the tech-enabled food brand and chai start-up, has launched an integrated campaign #RelaxwithChaayos. Wondrlab drove the creative mandate of the integrated campaign.

     

    Said Raghav Verma, cofounder of Chaayos: “We believe that with increasing stress levels and overstimulation in our lives, what we really need is a chai and snack break to help us relax. Scientifically also it is proven that tea contains catechins called EGCGs which help people calm their nerves and reduce stress levels. This was the origin of our approach for our latest ‘Chai + Snacks = Relax’ brand campaign for Chaayos.”

     

    Talking about the Chaayos mandate, Rakesh Hinduja, Co-Founder & Managing Partner – Content Platform, Wondrlab, added: “Welcome to Chaayos! Again, a special win! We are always on a hunt for opportunities that break the set protocol and bring in change that upgrades the lives of people. In a country with a strong chai culture, Chaayos is bringing revolutionary upgrades via technology and experience. With our platform-first approach and open-minded clients, we look forward to creating some wonderful work for the brand.”

     

  • Encourages travellers to stop travel-dreaming and start travel planning

    Lowe Lintas creates campaign for Cleartrip

    By Our Staff

     

    Travel platform Cleartrip has launched its latest advertising campaign with Lowe Lintas.

     

    Said Kunal Dubey, Chief Marketing Officer – Cleartrip: “With consumer sentiments at their peak during the holiday season, we predicted travel aspirations to increase as well. In its bid to be the most people-centric travel brand, Cleartrip has launched features that remove the uncertainties from the prospect of booking travel plans to create a flexible environment wherein possibilities thrive. The latest campaign celebrates this excitement of planning a holiday while diminishing the ‘ifs’ and ‘buts’. We are confident that this ad campaign will resonate with the travellers and give them the confidence to book their holiday plan without worries!”

     

    Talking about the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas added: “Cancelling or postponing a vacation or a trip can be a tedious and often expensive affair. This is what stops people from making plans and bookings in advance. And this is where Cleartrip’s features like EzCancel and Flexifly come in – by giving travellers the opportunity to plan travel with complete peace of mind. So, we crafted a campaign that brought alive all the joys of travel planning and negated all the pains and uncertainty associated with it. The cast added charm and believability to the stories. And the treatment drove home the point – don’t just dream about travel, start planning for it.”

     

  • 'Fitness is not an option' campaign

    Cult.fit releases two new ad films

    By Our Staff

     

    Cult.fit, the health and fitness platform, has launched a new ad campaign with a tagline ‘Fitness is not an option’. Two ad films will be released with Bollywood-based pop culture.

     

    Commenting on the new ad film launches, Prachita Pujari, Brand Marketing Head, cult.fit, said: “We are excited to bring our campaign back in a new avatar. Our last two films released in August earlier this year were immensely well-received and validated our strategy behind mixing humour with popular culture to create an impact. This is a new direction and a fresh take in marketing communications within the fitness industry and we are happy that it was met with huge audience appreciation. With these new films, we look forward to reinforcing our message once again and encouraging more people to join us in becoming more proactive about their health and well-being.”

     

     

  • Ravi Dubey to be the face of the channel

    The Q launches maiden brand campaign

    By Our Staff

     

    Hindi GEC The Q has launched its maiden brand campaign with two short films. Titled ‘Sabse Alag, Sabke Liye’, an integrated marketing campaign that will deepen awareness, increase reach, drive inclusivity while strengthening the channels Zara Hatke proposition as it embarks on its next phase of growth. With actor Ravi Dubey as the face, the campaign has been conceptualised and executed by Mumbai based Integrated Communications Agency Blitzkrieg.

     

    Speaking on spearheading The Q’s growth story in India, CEO Simran Hoon said: “2021 has been exciting and rewarding for us at The Q. We have not simply brought the best of digital on to television, but have also given digital talent an opportunity to be on television. We have partnered with platform and creators to offer content that keeps our viewers engaged and entertained while building a robust library of content cutting across genres. Our storytelling style has created a distinct position for us in the industry and this helps us win over not just new viewers but also advertisers. With our latest campaign Sabse Alag, Sabke Liye reinforces our commitment to our viewers to provide differentiated content while we embark on our next phase of growth in a Hatke style”.

     

    Added COO Krishna Menon: “Sabse Alag, Sabke Liye’ is well-integrated and is sure to strike a chord with viewers. It is an ode to our existing viewers, thanking them for their constant support and a warm welcome to new viewers encouraging them to be a part of our growing family. Ravi Dubey’s popularity is equally commendable in rural and urban markets and by leveraging his popularity, we are certain of attracting a new set of viewers to The Q. Our Watch and Win contest are also designed to drive engagement while offering viewers to win gold. We look forward to strengthening our industry position and solidifying our Zara Hatke proposition with our latest campaign.”

     

  • Vidya Balan and Pankaj Tripathi to feature in campaign

    LinkedIn launches ads for Hindi platform

    By Our Staff

     

    LinkedIn has launched a new brand campaign to support the launch of Hindi language on the platform. The creative, conceptualised by The Glitch, celebrates Hindi being used in the professional context – bringing to life a breadth of workplace scenarios in warm, emotive ways. The campaign is conceptualised and executed by The Glitch. Actors Vidya Balan and Pankaj Tripathi have been enlisted to support the launch of the campaign as the ‘voice’ of LinkedIn in Hindi.

     

    Said Sivaram Parameswaran, Head of Brand Marketing, Asia Pacific, LinkedIn: “Hindi is spoken by nearly 44% of the Indian population today, and with the introduction of the language on LinkedIn, we hope to foster an even deeper sense of belonging for Hindi speaking professionals in the workplace. With the launch of Hindi, our goal is to bring down language barriers for Hindi speaking professionals on LinkedIn, so more professionals and customers can unlock greater value from the platform through content, jobs, and networking, and express themselves in a language that they are comfortable with.”

     

    Added Lucille Pereira, Creative Director, The Glitch: “Hindi is a milestone launch in LinkedIn’s journey of becoming more accessible and equitable for Hindi speaking professionals. And to celebrate this landmark moment, we wanted to create a campaign that would build a strong audio and visual association between the Hindi alphabet and workplace scenarios. Ergo, we chose key visual mediums to help people see these Hindi words representing cultural & professional scenarios, and key audio channels with high-profile voiceovers that would help them hear these words – a collective of which helps us effectively land the message that LinkedIn is now available in Hindi as well.”

     

  • To promote benefits of Swiggy One

    Lowe Lintas collaborates with Swiggy

    By Our Staff

     

    Swiggy has launched a multi-film digital campaign showcasing its membership programme called Swiggy One. It is conceptualised by Lowe Lintas Bangalore.

     

    Said Ashish Lingamneni, Head of Brand at Swiggy: “While the Swiggy One membership programme offers benefits and discounts across Swiggy’s services, it was important to showcase the fact that Swiggy is truly enabling convenience to consumers through its offerings. Through this campaign, the team at Lowe Lintas, have beautifully depicted how Swiggy One  can bring convenience to the consumer’s doorstep, freeing their time for their loved ones, be it their family or beloved furry pets.”

     

    Talking about the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas said: “The idea was to showcase how Swiggy One members get to spend more time with their loved ones. But we didn’t want to show it in a cliché way. The product itself is so different and not like regular membership services. So, it wasn’t about price differentiation or services offered. Swiggy One is everything Swiggy be it Instamart, restaurants, Genie and anything else that comes from the Swiggy One stable. So, while multiplicity was at the heart of the communication the medium to communicate it was something we experimented on.”

     

  • Create awareness video for Tata Motors' 'Road Safety Initiative' in Bangladesh

    Ogilvy & Post Office Studios tie up for Tata Motors

    By Our Staff

     

    Mumbai-based new media tech studio – Post Office Studios – a 2D animation and motion graphics vertical at Kulfi Collective has collaborated with Ogilvy for an animated video released during Tata Motors’ ‘Road Safety Initiative’ in Bangladesh. While the anthem – No Second Chance – was conceptualised and composed by the Ogilvy team, the creative animated video for the same was developed by a dynamic collective of designers of the Post Office Studios.

     

    Said Akshat Gupt, Co-Founder and CCO at Kulfi Collective: “While talking about critical issues like road safety, it was important to not sound preachy or rigid or talk down to vehicle drivers, and the catchy anthem does a great job of addressing the issue. For us the mandate clearly then was to bring the same approachable fun tonality and vibrancy of the anthem in the visuals.”

     

    Added Vibha Lad, and Joydeep Chowdhury, Post Office Studios, who co-directed the project: “Road safety is a serious subject, so to address it effectively, our team developed a concept where the visual language was light-hearted to strike a perfect balance. Our objective was to keep it grounded but ensure that the audience could relate to the anthem’s lyrics effortlessly.”

     

     

  • The campaign conceptualised by the agency AndAnd Brand Partners

    Kohler launches campaign for range of lifestyle products

    By Our Staff

     

    Kohler India has launched a new campaign with a series of three films for its range lifestyle products.

     

    The campaign has been conceptualised by the Gurugram-based agency AndAnd Brand Partners and directed by Abhijit Sudhakar and produced by Anupama Ahluwalia of Zig-Zag Films.

     

    Said Anand Suspi, Co-founder, AndAnd Brand Partners: “The brief was to showcase pride of ownership. The fun was in exploring oblique ways to capture that without making a boring, flaunt statement.”

     

    Added Salil Sadanandan, President- Kitchen and Bath Kohler Brand K&B, Sout Asia, Middle East and SSA: “Kohler’s endeavour is to inspire people to create beautiful bathrooms. This campaign uses humour to showcase the sense of pride that the owners’ have in their luxurious Kohler bathroom”.

     

  • Reiterates the "Mountain Dew's philosophy of "Darr Ke Aage Jeet Hai"

    Hrithik shoots atop Burj Khalifa for new TVC of Mountain Dew

    By Our Staff

     

    Mountain Dew has unveiled its new TVC featuring brand ambassador Hrithik Roshan. The film has been shot on the top of the Burj Khalifa in Dubai.

     

    Said Vineet Sharma, Category Director- Mountain Dew & Sting, PepsiCo India: “Mountain Dew has always saluted the spirit of risk taking and pushing boundaries to achieve success beyond fear & self-doubt. This year, the brand reiterates that real heroes are those who face challenges head-on and emerge as winners. We are confident that the ‘Darr Se Daroge Toh Kuch Bada Kaise Karoge’ narrative in our new campaign will strike a chord with the consumers and the action-packed sequence featuring Hrithik on top of the world’s tallest building – Burj Khalifa will reinstate our ‘Darr Ke Aage Jeet Hai’ philosophy.”

     

  • Echoes the ‘Ghanam’ outlook of people of AP & Telangana

    Mullen Lintas films for Tata Tea Chakra Gold

    By Our Staff

     

    As part of its latest restage campaign, Tata Tea Chakra Gold has launched a new film continuing its series of hyperlocal campaigns. The campaign is conceived by Mullen Lintas Bangalore.

     

    Talking about the launch, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Following our recent restage strategy on Chakra Gold, which saw a refreshed packaging highlighting Telugu pride elements, we are happy to launch the new AP and Telangana – specific film celebrating the ‘Ghanam’ way of life. The campaign brings alive the true spirit of the region and its people as part of our hyperlocal strategy aiming to engage consumers with local cultural insights. Just as people from AP & Telangana prefer everything to be lived fully loaded in their quintessential magnum opus way, their choice of tea too reflects a fully loaded, strong and punchy taste that Chakra Gold promises.”

     

    Added Garima Khandelwal, CCO, Mullen Lintas: “Every facet of Telugu states is celebrated with a larger than life attitude to make every moment fully-loaded with emotions, people and made with all the good things of life. Whether it’s the opulent movies or the lavish feasts of Telugu states; they are awe-inspiring and have set a record in themselves. We wanted our commercials to highlight the insight and we used a colloquial word which encapsulates this – outlook via ‘Ghanam’.  And then we went to town to bring out different life events and occasions that bring out the liveliness and the scale of the events and of course, everything was Ghanam. Just like how Chakra Gold’s strong taste that makes it a Ghanam tea”.

     

  • For end-to-end D2C digital transformation

    0101 marketing agency partners with Divine Solitaire

    By Our Staff

     

    Divine Solitaire has assigned 0101 digital marketing agency for end-to-end D2C digital transformation.

     

    Commenting on this new partnership, Jignesh Mehta, Founder & Managing Director, Divine Solitaires said: “We are very excited to team up with the 0101 team to take the brand to its next level. We believe in technology as it has the power to exploit the huge potential that the Diamond Industry provides. We are launching our custom range of jewellery for our discerning customers. This is a signal of the customer centricity we are adopting as a brand.”

     

    Commenting on this new partnership, Jignesh Mehta, Founder & Managing Director, Divine Solitaires, “We are very excited to team up with the 0101 team to take the brand to its next level. We believe in technology as it has the power to exploit the huge potential that the Diamond Industry provides. We are launching our custom range of jewellery for our discerning customers. This is a signal of the customer centricity we are adopting as a brand.”

     

    The objective is to make the website the clear destination for commerce and adopt a multi-channel approach. To this end the brand is also looking at being the first Indian diamond brand to look at marketplaces, affiliates networks across the world.

     

    Said Ajay Verma, senior adperson and Managing Partner 0101: “The online diamond market has a huge potential and wants to be the first diamond brand to use tech and lead the way. Our mandate is not just for the brand’s Digital transformation, but what makes it really interesting is the management of the entire eSales, with domestic and global distribution rights. We want to make the brand big and both the team at Divine and 0101 are in a hurry.”

     

    Added Jayraj Jadhav, Managing Partner 0101: “We want to exploit the power of first party data. And our initial trials with this strategy have been very encouraging”

     

    Divine has created an omni-channel sales network that is powered by technology. This includes a combination strategy that integrates its Digital Assets with Virtual Assist, Try at Home and Online to Offline to enhance its B2C network and at the same time build B2B2C and D2C channels.

     

    Said Mihir Mehta, Managing Partner 0101: “Consumer journeys are not linear and every consumer is different. What we intend to do is create personalised experiences and create ease of shopping for customers through online channels, video assistance and try @ home features. We want to create a seamless channel for online onboarding and offline purchase.”