MxMIndia

Category: MARKETING

  • To promote the unveiling of Walltron Patrol vehicle in Bengaluru

    Nippon Paint launches Kannada TVC

    By Our Staff

     

    Nippon Paint has launched a Kannada TVC to promote the launch of Walltron Patrol vehicle in Bengaluru. The Walltron Patrol Vehicle will service consumers who have any waterproofing related problems.

     

    Speaking about the Walltron Patrol Vehicle flag-off, S Mahesh Anand, President, Nippon Paint (Decorative) India, said: “We are delighted to launch the Walltron patrol vehicle in Bengaluru since waterproofing services are essential for the climatic conditions here. Rains have become more erratic in recent years, and most of us are unprepared for these off-season showers. Many homes have waterproofing concerns because of the off-season rains. The Walltron Patrol vehicle, we feel, will be very valuable to Bengaluru residents. Consumer’s waterproofing challenges will be addressed by the technicians who will be travelling in these patrol vehicles, who are equipped with the necessary expertise and Walltron solutions.”

     

     

  • To plan and deliver social media and website management

    Digital Refresh Networks bags mandate for Ganesh Grains

    By Our Staff

     

    Digital Refresh Networks , an integrated creative and digital marketing solutions company, has won the digital mandate for Ganesh Grains. As part of the mandate, the creative and digital marketing solutions company Kolkata branch will be responsible for delivering Strategy planning, Media strategy, Social media, Website management

     

    Speaking about the association, Barin Mukherjee, Co-Founder, CEO, Digital Refresh Networks said, “We are extremely proud to embark on this new journey with Ganesh Grains. In the course of our collaboration, we aim to put our best foot forward and leverage our expertise in this category. For us, it is about providing our expertise across functions of content community and commerce to ultimately help the brand grow on digital. We are sure that team DRN will help the brand scale new heights on digital.”

     

  • Has launched 'The 5 Star Valentine's Day Alibi'

    Cadbury 5 Star celebrates the season of romance

    By Our Staff

     

    Cadbury 5 Star has launched ‘The 5 Star Valentine’s Day Alibi’ campaign.

     

    Said Anil Viswanathan, Vice President, Marketing – Mondelez, India: “Being at the heart of the country’s youth culture, Cadbury 5 Star has always communicated narratives that are witty and relatable. As a brand that truly understands Gen Z, we wanted our Valentine’s Day campaign to represent singles – to not only help them steer away from the awkward questions but also give them an experience to sit back and do nothing; bringing back the Cadbury 5 Star promise with elements of humour and quirk intact. After all, singles also deserve to have fun.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Valentine’s Day can be quite daunting for someone who’s single or just not into it. Since 5 Star has been championing the cause of people who just want to ‘do nothing’, we took it a step further this year by offering them a perfect escape from the madness. A commonly used excuse that will no more be a lie. As crazy as it sounds, some people will soon be spending Valentine’s Day doing literally nothing on a faraway island called ‘My Cousin’s Wedding’.

     

    Said Shekhar Banerjee, Chief Client Officer and Head-West, Wavemaker India: “We didn’t just stop at creating an Island called My Cousin’s Wedding but also created a larger-than-life Embassy similar to a real one to create a legit experience. If that wasn’t enough, we even went ahead and created outdoor banter with a counter-culture approach between Cadbury 5 Star and Cadbury Silk thus establishing the brand’s different positioning while still leveraging the occasion that’s meant for the brands promoting love. To amplify the campaign further we tapped into various relevant youth touch points with a 3600 activation that helped us dial up the messaging across our TG and build in the brand messaging of escaping this Valentine’s by simply Doing Nothing! The response has been overwhelming and a lot of chatter around the escape plan by simply doing nothing is the talk of the town.”

     

  • Or is it also one of the ways of being witty and creative, asks Sanjeev Kotnala

    Double Meaning? More in the mind of audiences?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaBlame  Eularie Saldanha in Campaign India for triggering this article. It questioned if the brands would come on board platforms dedicated to porn? In the current era of targeted marketing, reaching larger audiences, breaking taboos and being woke overall, how ironic is it for mediums with such potential to be avoided by brands for advertising? I am not getting there, but many brands have been using creative clearly and cleverly full of double meaning. Creativity is used in the quest for attention-grabbing, shocking, and otherwise culturally misfit communication.

     

    Pornographic sites may be one of the largest visited sites, but mostly, the audience wants to remain anonymous. The article also suggests that brands avoid pornographic mediums as they believe it would/can contravene the law. However, brands are open to cleverly including titillating objectifying messages to defend them as non-objectionable and straightforward.

     

    Yes, yes, they, in that case, are not breaking any law. However, it is still not safe and can lead to controversies and negative brand impact. On the other side, it can help build up an immediate reaction, a totally anticipated buzz and controllable earned media.

     

    Recently the real estate platform plastered the city with hoardings where the double-meaning was the strategy for attention-seeking. And most people may today see nothing wrong with this advertising, and at least they have not broken any law. The brand, in such cases, has taken a strategic open-eyed conscious decision to use the medium in the way they have- including the predominant yellow background. However, they have cleverly missed simple thoughts along with some provocative communication. Today in 2022, the campaign is seen as Traffic Halting humour! And is also called out for Vulgarity. So clearly, some love it, and some hate it.

     

     

    Zomato, in 2017, did the debated and discredited MC BC campaign. Here the descriptors were the protection. Did it make Zomato a less favoured app? The answer would be a straight NO. Were they right in doing the campaign? Don’t know- but they were within their rights to do so. It was not something that was against prevailing ASCI guidelines. Was it a case of Dirt lies in the eyes of the thinker– the audience who read the campaign differently?

     

     

    Sometimes it is all about relevance and the timing of the campaign. As we evolve and more openness creeps into society, the subject matter of such campaigns may not be called out for their content, hopefully losing the shock value. The operating world is Hopefully.

     

     

    Double meaning campaigns may be as old as the advertising itself. Sometimes they seem witty and humorous, and often crossing the edge, they are deemed hugely offensive. It is always a tight rope walk for the brand.

     

    In India, we had campaigns like – LUX innerwear- Andar Ki Baath ai, Amul Macho- Toying hai, Teda hai par mera hai, Aquawhite- Roz Raat ko kartey ho, ZATAK and many more. Earlier, this was primarily restricted to Condoms, Perfumes, Deodrants and innerwear.

     

     

    In the Campaign India article, Ashish Khazanchi, managing partner, Enormous Brand, speaks on porn sites as advertising media. It is also true for the double meaning campaigns. He says: “One would have to do it in a manner that is really clever and makes the audiences like the brand for its smartness. The potential for cringe remains huge, so the communication better is genuinely witty.”

     

    Defining clearly smart and genuinely witty will always be subjective and open to debate. Every brand has to find its own coordinates for what will be permissible, legally unchallenged and ethically- culturally correct. While doing so, they should check it on the SMEAR index and be ready with an honourable escape. Zomato did it with their campaign– so did brand ManKind Pharma during Navratri– even when there was complete data-based strategic support.

     

     

    The question still remains: who decides these edges and social acceptance. And is it right to throttle creativity by people hungry for media attention? The double meaning is also one of the ways of being witty and creative!

     

  • Along with parent company Holcim India

    Ambuja Cement & ACC launch sustainability campaign

    By Our Staff

     

    Ambuja Cements and ACC limited, member companies of Holcim India have reinforced their first joint sustainability campaign ‘#ChangeTheStory’ by introducing their first-ever rap song titled ‘Bubble Rap’ across all the owned platforms. The original fun lyrics and upbeat music sung by remarkable rappers features the campaign mascot ‘Bubble Sharma’.

     

    Notes a communique: “The bubble rap will ensure brand awareness as it will act as a catalyst for encouraging people to be agents of change to transform today into a sustainable tomorrow by urging the audience to embrace sustainable practices and take a pledge on their microsite- https://www.changethestory.co.in/”

     

  • The films star S V Shekhar and Ratna Pathak Shah

    Lowe Lintas campaigns for Dr. Agarwal’s Eye Hospital

    By Our Staff

     

    Dr. Agarwal’s Eye Hospital has launched a multi-film campaign conceptualised by Lowe Lintas Bangalore with an objective of creating relatable conversations around eye health. The campaign films, starring S V Shekhar and Ratna Pathak Shah.

     

    Said Ayushman Chiranewala, CMO, Dr. Agarwal’s: “We believe that eye surgery can be life-changing. Our attempt with the campaign is to showcase the tremendous impact that regaining clear vision with eye-surgery at Dr. Agarwals can have on the quality of life of the senior citizens. With advanced surgical techniques, eye-surgeries are no longer intimidating, but simple procedures that can provide seniors as well as everyone else with a new lease of life to enjoy their new innings. Our campaign carries a light-hearted tone to break away from the anxiety that a surgical procedure might induce and drive home the fact that eye surgeries are now safe, quick and most of all – transformative.”

     

    Talking about the creative thought behind the campaign, Sonali Khanna, Executive Director and Branch Head, Lowe Lintas Bangalore said: “As the saying goes – ‘Getting old is mandatory; feeling old is optional!’ Today’s senior citizens are far more active, with a positive attitude to life and health. Our latest campaign for Dr. Agarwal’s is a celebration of their indomitable spirit, as it shines a light on their willingness to grow. We’re thrilled that Dr. Agarwal’s shared our enthusiasm for a happier narrative; and, we’re confident that their clients will, as well.”

     

  • Aims to get men to think and introspect their actions at home

    Ariel launches fifth edition of ShareTheLoad campaign

    By Our Staff

     

    Ariel detergent washing powder has launched a new campaign to continue conversations around unequal division of domestic chores. The #SeeEqual film kicks off to inaugurate the 5th edition of ShareTheLoad. Ariel urges men to be equal partners playing Equal roles.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President, Fabric Care, P&G India: “With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load. A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! That is far too long for us to wait for something that comes naturally for men when they interact with each other. Interestingly, over 73% married men agreed that they did their share of household chores when they lived with other men. However, even now in urban India, less that 25 percent of households claim that men share the load equally. This year’s communication is based on this simple insight – when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad”

     

    Added Josy Paul, Chairman & Chief Creative Officer, BBDO: “We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.”

     

    Said Nandita Shah, Co- Director, Akshara Centre: “Gender inequality at home is underrated and often overlooked with women bearing the brunt of this inequality. When women believe that they are equal to men and start taking a position for it like in the Ariel #SeeEqual film, change happens. This change in behavior goes a long way in making the home more equal. If men understand how to do household chores, there should be nothing stopping them from sharing this equally and responsibly. We are happy to collaborate with Ariel to drive the conversation around gender equality in the division of household chores, and urge men to #See Equal and #ShareTheLoad.”

     

  • Conceptualised by Korero Content & Communications

    Axis Mutual Fund launches new campaign

    By Our Staff

     

    Axis Mutual Fund unveiled its new campaign called ‘Axis ETF – Mutual Fund Ka Chota Bhai’. This campaign aims to spread awareness about ETFs (E- Easy, T –Tradable, F – Flexible) as a separate sub-category under mutual funds.  ‘Axis ETF – Mutual Fund Ka Chota Bhai’ campaign has been conceptualized and creatively led by Korero Content & Communications.

     

    Noted a communique: “To explain a concept that is fairly new to the Indian audiences, Axis Mutual Fund’s new campaign uses the analogy between siblings to identify ETFs as the “younger, growing-up sibling within the MF family.” Just like a younger brother, the ETF category has the potential to grow exponentially. The campaign focuses on the use of creatives to spread awareness about ETFs and establish its close relationship with mutual funds.”

     

  • Introduces an upgraded user experience and interface for angel investors

    LetsVenture rebrands brand identity

    By Our Staff

     

    LetsVenture, an early-stage platform for investors and founders, announced the launch of its new brand identity and tagline- LetsVenture Together. Alongside the new brand, LetsVenture has also upgraded its platform with an enhanced user experience for angel investors to make angel investments seamless.

     

    Commenting on the product platform & the new brand identity, Shanti Mohan, CEO & Co-founder, LetsVenture said: “The early stage ecosystem in India broke all records in India’s private market ecosystem in 2021. In 2022, we are seeing very high quality startup founders and a surge in the investors now entering this asset class owing to multiple liquidity events such as IPO, ESOP buy backs and more. Increased capital in growth stages is also adding to the confidence in the potential of the Indian startup ecosystem. We believe that to push India further as one of the largest startup ecosystems in the world, technology led innovation will pave the way to achieve this vision of ours and LetsVenture will be at the forefront of this in the next 5 years.”

     

    Talking about the rebranding, Sonam Khurana, VP & Head – Brand & Marketing, LetsVenture, added: “The new brand identity is a reflection of the evolving and vibrant startup ecosystem in India where startups and investors today are growing together to create outlier outcomes. In order to be the catalyst for this innovation we rebranded to reflect this ethos within our products and services. In the next 12-24 months, we aim to launch a slew of brand campaigns in order to increase our presence in the ecosystem and make startups a part of everyday parlance.”

     

  • The brand has launched #ChunoSahi campaign during the election season

    BL Agro launches new campaign

    By Our Staff

     

    Food products company BL Agro, through its signature brand Bail Kolhu mustard oil, has announced its latest social media campaign #ChunoSahi, on all social media platforms. ‘ChunoSahi’ means choose right as Bail Kolhu tries to advocate the cause specially amongst young voters to select the right candidate for the country.

     

    Commenting about this initiative, Ashish Khandelwal, Managing Director, BL Agro, said, “we are the fastest growing brands in the market and our brand Bail Kolhu, is the synonym for purity and quality. This campaign ‘ChunoSahi is aligned with our brand’s identity and message to our consumers. We want to show consumers through this digital campaign how selecting the right thing can make a huge difference. We hope young voters will be encouraged to make the right choice The campaign is ideated and conceptualized by our agency Leads Brand Connect, which has given full justice to the message in a subtle way.”

     

  • To establish stronger connection with customers

    Swara Bhasker is ambassador for Recode

    By Our Staff

     

    Recode, the makeup and skincare brand, has onboarded Swara Bhasker as their ambassador.

     

    Directors and Founders Dheeraj Bansal and Rahul Sachdeva spoke about the collaboration and said: “Having someone like Swara Bhasker was undoubtedly the most viable option as she has an appeal that speaks to the masses, is unabashedly herself. With this association, we hope to establish a stronger connection with customers and also reach out to the youth, that will rightly reverberate with everything that our brand stands for. We are absolutely sure that her association will imbibe a sense of confidence and comfort amongst the customers in making  beauty and skincare choices that have a bent towards us.”

     

  • Will feature in the brand 'Chalo Saath Khele' campaign

    Shah Rukh Khan to promote A23 online gaming

    By Our Staff

     

    Head Digital Works, an online skill gaming company, has roped in Shah Rukh Khan as the Brand Ambassador for its online multi-gaming platform – A23 (www.a23.com). Khan will feature in A23’s ‘Chalo Saath Khele’ campaign which includes various games of skill such as rummy, fantasy sports, carom and pool, with more to come.

     

    Said Deepak Gullapalli, Founder & CEO, Head Digital Works:  “It is a privilege to have the nation’s biggest superstar to be associated with A23. We truly believe that Shah Rukh Khan represents what our platform stands for both in terms of our brand and our players ― self-made champions who display a high degree of professionalism and skill in their game. As a global superstar, who has always connected well with all segments of the audience and society, we believe that Shah Rukh will help elevate our brand and win the hearts of millions of Indians who relate to using their skills to win. The Chalo Saath Khele campaign brings to life the narrative of various types of gamers on A23 through the magic of Shah Rukh Khan that promises to enthral fans of King Khan and make A23 a house-hold name in India.”