MxMIndia

Category: MARKETING

  • Conceptualised by creative agency, Please See, in partnership with Reliance Entertainment

    Parle unfurls patriotic campaign on Republic Day

    By Our Staff

     

    Reminiscing the yesteryears of India’s redefining moments, Parle Products, celebrated the spirit of a sovereign India in its Republic Day film.

     

    Conceptualized by creative agency, Please See in partnership with Reliance Entertainment, the film uses archival footage of major milestones and glorious moments to talk about the freedom movement in 1930s, 1971 war, India’s first World Cup win in 1980s, iconic Bollywood characters ‘Raj and Simran’ to the successful space mission and then India’s successful creation of Covid-19 vaccines. All of these are interspersed with perfect amalgamation of Parle-G from its launch in the 1930’s (Parle Gluco) to the pack version of today, which has been present at different intervals of history with the message ‘Years changed, but we stayed the same’, depicting its unchanged taste and popularity.

     

    Added Mayank Shah, Senior Category Head at Parle Products: “Just as Parle Products stands for a swadeshi brand, our brand Parle-G is often referred to as ‘Desh Ka Apna Biscuit.’ We feel extremely proud and fortunate to be a part of India’s journey from pre-Independence time to present day. The film carries a degree of nostalgia as important events from the past play out in front of viewers. Just as the country crossed milestones over the years, so did Parle Products and gradually Parle-G has retained itself as the go-to product when one thinks of a biscuit. In circulation for 79 years, we have kept the taste intact with no change in the flavor of the Parle G ever since it was first sold in 1939. Parle shall continue to remain an integral part of the nation and with the coming years we hope to be a part of many such achievements – furthering our course with the country.”

     

  • The TVC is conceptualised by The Womb in co-operation with Astral Adhesives team

    Astral Adhesives launches campaign

    By Our Staff

     

    Astral Adhesives has launched a campaign for its adhesive brand – Bondtite. The TVC is conceptualized by The Womb in co-operation with Astral Adhesives team.

     

    Commenting on the launch of TVC, Sandeep Engineer, MD of the company said: “In celebration of Bondtite’s 25th anniversary, we are delighted to present the campaign around Bondtite which is synonymous to strength, quality, and trust. The launch of this campaign during Republic Day enhances its significance, since it features the diversity of bonds.  With this campaign we aim to aid visibility while adding more value to our brand and boost Astral Adhesives business in the market.”

     

  • Emphasises its eco-friendly philosophy

    Woodland footwear launches campaign for new collection

    By Our Staff

     

    Aero Club Woodland, dealers in footwear, apparel and accessories, has launched a campaign for its new collection.

     

    Speaking about the campaign, Harkirat Singh, MD, Aero Club said: “We are fortunate enough to be able to access the priceless resources from nature to fulfill our wants. Since Inception, we as a brand realise its time to pay back to nature. Contributing our bit to heal and reciprocate the love nature bestowed on us in endless ways, with our new collection that is being crafted understanding the paradigms of nature cycle and is sustainable till its shelf life and post that too to give back nature what we took from them in a cleaner, greener way.”

     

  • Onboards Rohit Saraf to connect with GenZ

    Fastrack unveils smart watch, Reflex VOX

    By Our Staff

     

    Fastrack announces the launch of its first smart watch Reflex VOX with a digital campaign including multiple touch points to engage with its audiences. The brand has onboarded actor Rohit Saraf as its ambassador.

     

    Said Fastrack’s Marketing Head Ajay Maurya: “Fastrack has always established a great synergy between communication and innovation that enables us to lead the conversation regarding youth fashion and tech trends. With Fastrack Reflex VOX as we introduce a new category that caters to our audiences and gives us the right opportunity to collaborate with a personality that resonates with the spirit of our audiences. This association with Rohit has been a fun one and we are highly excited to introduce you all to him as the new face of Fastrack for its fash-tech portfolio. Rohit represents the generation of youth with unbridled spirit and enthusiasm and that is what the brand Fastrack represents.”

     

  • Targets bargain conscious consumers

    DDB Mudra creates campaign for Meesho

    By Our Staff

     

    Meesho, the online shopping platform, has launched its latest campaign which highlights the consumer dilemma of ‘Loon Ya Na Loon?’ Featuring three TVCs that target three different consumer segments the campaign highlights Meesho’s value proposition of offering products at the lowest prices.

     

    Conceptualised by DDB Mudra, the campaign is based on the insight that consumers often debate “Loon ya na Loon?” before making any purchase. The TVCs showcase the protagonist’s journey from contemplation to a no-compromise shopping experience on Meesho.

     

    Said Megha Agarwal, Head of Growth at Meesho: “When consumers want to purchase something they desire, the guilt or need to cut down on other expenses often crop up, making them prioritize one desire over another. The core objective of the campaign is centred around resolving the ‘Loon Ya Na Loon’ predicament. At Meesho, we are helping millions fulfill their desires by providing them a wide selection of quality products at the lowest prices.”

     

    Added Pallavi Chakravarti, Creative Head – West, DDB Mudra:  “To buy or not to buy – that is the question. Which bargain-hunting, value conscious Indian shopper has not hit the pause button and wondered about all the demands on her/his budget, before picking up something? It is this behavioral truth that we played on to land a simple message – Meesho offers prices so low, you’ll never have to choose between one thing or the other again. The result was a breezy yet insightful campaign which we believe will resonate with our target audiences around the country.”

     

  • Features brand ambassadors actor Nithya Menen and singer P. Susheela

    Continental Coffee brews new TVC

    By Our Staff

     

    Continental Coffee has rolled out new TVC for their instant coffee brand, ‘Continental Xtra’. It features brand ambassador, actress Nithya Menen and legendary playback singer, P. Susheela . Continental Xtra TVC has been released in Telugu, Tamil & Kannada across all media platforms. The creative agency is Janrise and concept and direction are by Dream Merchants.

    Speaking about the TVC, Preetam Patnaik- Head of Consumer Marketing, Continental Coffee said:  “Continental Xtra, owing to its chunky granules that locks in the aroma and flavour of the coffee bean, offers you the strongest tasting cup of instant coffee, thus providing you with an extra boost of energy to take on the day. In our latest TVC for the brand, we have connected the strength of Continental Xtra to the inner strength of people, particularly of women.” Speaking more on the message in the film, Preetam added, “In our TVC, we have shed light on gender bias and stereotypes that surround us. Our aim is to portray a strong ambitious woman who through her inner strength can win the world over. We convey that message through the interaction between two strong and legendary icons, P. Susheela, and Nithya Menen wherein we introduce audiences to different challenging moments in life when one needs that ‘Xtra’ strength to confront and overcome difficult situations.”

     

  • To lead marketing functions across consumer, commercial, tablets, and services portfolios

    Lenovo appoints Chandrika Jain for marketing

    By Our Staff

     

    Chandrika Jain
    Chandrika Jain

    Lenovo, the global technology company, has appointed Chandrika Jain as Marketing Director. Based in Bengaluru, she will lead the marketing function across the consumer, commercial, tablets, and solutions & services portfolios. She will also be responsible for the overall corporate Lenovo brand in India, including areas such as innovation, workplace, and ESG (environment, social, and governance). Chandrika has more than 22 years of experience in multiple sectors, and currently manages Lenovo’s Worldwide Marketing Hub in India.

     

    Commenting on the appointment, Shailendra Katyal, Managing Director, Lenovo India, said, “Chandrika’s previous experiences in leading large, global teams and delivering innovative, brand-building campaigns with the customer at the centre of it all, will readily accelerate our mission to strengthen Lenovo’s reputation as a trusted global brand. I am delighted to welcome her in this new role at Lenovo, where she’ll lead the marketing initiatives across businesses and look forward to have her an enriching experience at Lenovo.”

     

    Added Bhaskar Choudhuri, Executive Director, Marketing, Lenovo Asia Pacific: “Lenovo is undergoing a fundamental transformation that will take us beyond our current position as a global #1 in PCs, and establish the company as a comprehensive leader in technology solutions and services. India is a crucial market in spearheading this transition, and Chandrika is the right person to make the change a reality for the Lenovo brand in India. In her current role she pioneered the first-ever global brand campaign, and she has demonstrated her business and marketing acumen in driving global campaigns for Lenovo’s consumer laptop brands, Yoga and Legion. I have full confidence that her experience will help bring Lenovo innovation to India, and further our vision of Smarter Technology for All.”

     

  • Showcases best-in-class features

    Lowe Lintas launches multi film campaign for Xiaomi Smart TV

    By Our Staff

     

    Xiaomi TV has launched a multi-film campaign conceptualised by Lowe Lintas Bangalore.

     

    Said Kris Lukose, Marketing Lead – TV, Xiaomi India: “Over the last four years, we at Xiaomi have been working relentlessly towards our commitment to make great smart TV technologies accessible to everyone. As a result, we’re the number one smart TV brand in the country today with huge prevalence across diverse consumer groups in India. We are proud to have played an instrumental role in driving Smart TV adoption in India by offering consumers a deep integration of hardware and software on all our devices.”

     

    Talking about the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas added: “In a world where people only look at the hardware features in a smart TV, what actually makes a TV a smart one is the software behind it. In this case, Xiaomi’s Patchwall software is the brain of the TV and its amazing features make it a truly smart TV. The clarity in the brief led us to crafting a campaign that was both simple yet engaging. While the stories are based on the features, we wanted to ensure the overall communication doesn’t become just functional. Hence the idea of the father son duo was cracked. This helped us package all the functional information in a fun storytelling format.”

     

  • Encourages music learning for all ages

    Hrithik Roshan in WhiteHat Jr campaign

    By Our Staff

     

    WhiteHat Jr online platform for coding, math and music has launched a two-ad series with Hrithik Roshan. The campaign series has been conceptualized by WhiteHat Jr’s brand team, produced by Dora Digs and is directed by Robby Grewal.

     

    Commenting on the new campaign, Akshay Sengupta, VP & Head of Brand Marketing at WhiteHat Jr said: “We hope that with this campaign, everyone realizes that it’s never too late to chase your passion. What one needs, is the zeal to #PickItUp. This series is a motivation for those individuals who have, at some point in their lives, wished to learn a musical instrument but were never able to. Our Music for Adults course, makes this dream achievable thanks to our unique 1:1 online learning experience with skilled teachers.”

     

     

  • With the drama of Bollywood

    Boss Burger rolls out new campaign

    By Our Staff

     

    Boss Burger, centred around the big sandwich, has rolled out a new campaign with the drama of Bollywood. Launched by restauranter Riyaaz Amlani’s Impresario Handmade Restaurants, the tagline is #HitHaiBOSS.

     

    Said Alexander Valladares, Chief Marketing Officer, Impresario Handmade Restaurants: “Boss Burger has always been a dramatic, over-the-top burger, bundled with a lot of quirk. Right from its corrugated hard box packaging with fun messaging to the unique flavours, our burgers come fully loaded with crispy patties, flavourful sauces and more – they are generous and messy in the best way possible. The campaign came alive, paying an ode to renowned bollywood dialogues through Instagram reels. Reels have currently got people hooked so we thought – why not leverage that?”

     

    Added Roshni Kavina, National Creative Head, Impresario Handmade Restaurants: “Reels are a part of our everyday reality.  They are addictive and are curated entertainment shorties at our thumb tips. Merging entertainment with hospitality is what we ace here at Impresario, so promoting BOSS BURGERS on the most engaging platform was an obvious choice. Reels might not have the reach of television commercials but they certainly have no spill overs, engage the exact audience we want to tartare, are cost effective and with a little bit of planning they can be extremely effective for brand growth. Our fresh approach for the BOSS BURGER campaign not only spiralled into thousands of engaging and personalised approaches to our brave story but our customers took ownership of it. Exactly what we wanted. Reels are the new commercials and we are happy to be one of the first ones to ride that wave in the Indian markets.”

     

  • Brand consultancy Chlorophyll helps in rebranding

    Mullen Lintas creates TVC with new brand identity for SBI Life

    By Our Staff

     

    SBI Life Insurance has unveiled its reimagined ‘Brand Identity’ with brand consultancy firm Chlorophyll working on the rebranding exercise.

     

    Speaking about SBI Life’s re-imagined brand identity, Ravindra Sharma, Chief of Brand, Corporate Communications and CSR, SBI Life said: “Brand SBI Life is not limited to a re-imagined identity or a TVC, fundamentally it is an entire belief system that we all live by, it is an experience that our customers and stakeholders remember us for. Our extensive research comprising countless conversations with consumers, business partners, employees and other stakeholders have indicated to a new evolving individualistically determined India. The consumer of this new India, expects insurance to be an enabler, in their pursuit of individualistic ambitions, which is way beyond the role of a mere financial tool. Aligning SBI Life’s brand journey to the evolving consumer attitude in the new India, we’ve undertaken a strategic rebranding exercise, where we envisage brand SBI Life to play the role of an ‘enabler’ for the consumer to follow their own individualistic aspirations, while simultaneously taking care of the needs of their loved ones.”

     

    Added Kiran Khalap, Co-Founder, Chlorophyll Brand Consultancy: “The challenge was like a four-way tight rope walk. Find one single insight that could make the brand relevant to metro-millennials, retain the loyalty of tier two and three towns, put distance between SBI Life and others and finally, give SBI Life a distinct identity. We found it, thanks to the patience of the team.”

     

    Added Garima Khandelwal, Chief Creative Officers, Mullen Lintas India: “The new brand philosophy of SBI Life “Karo poore apne iraade, apno se kiye sabhi vaade” is about fulfilling your dreams and passions while keeping your promises to your loved ones, not losing self for the sake of our responsibilities. We wanted to craft a story that captured the essence of the ‘vaade’ and ‘iraade’ through the eyes of an individual at a stage in life of change, where one is ready to take the next step of having a life partner or starting a family. The first story captures the beautiful moments of reflection in the mind of the protagonist, who vows to keep his individual dreams alive as he readies to become a family man. SBI Life gives wings to these dreams and aspirations, both for the family as well as the individual”.

     

  • To inspire youth with its new sneaker, casual and fashion collections

    Bata onboards Disha Patani as brand ambassador

    By Our Staff

     

    Footwear major Bata India Limited has roped in Bollywood actor Disha Patani as the new face of the brand. The move comes as Bata looks at further strengthening its youth connect and a fashion forward imagery that presents a fitting blend of style and comfort. The young and vivacious actor will be seen promoting various popular labels under the Bata umbrella.

     

    Commenting on this occasion, Gunjan Shah, CEO, Bata India Limited said: “We are happy to have Disha on board as the new face of Bata. At Bata, we have been on a quest to transform the brand imagery and deliver on the aspirations of the youth of the country. Over the years, we have established Bata as a brand that is contemporary and remains relevant with changing times. Disha, with her lively personality and positive energy fits in perfectly with our brand narrative that blends together style and comfort. In line with consumer trends, we have been rolling out more sneakers, casual & 2-mile fashion styles and our association with Disha will help us in further strengthening our connection with the youth and millennials and taking Bata’s brand appeal to the next level.”