MxMIndia

Category: MARKETING

  • Features Parineeti Chopra

    Mullen Lintas films for Bajaj Almond Drops

    By Our Staff

     

    Bajaj Almond Drops has launched a new campaign featuring Parineeti Chopra. Created by Mullen Lintas with a tagline ‘Hair Karenge Dare’, the campaign targets young consumers.

     

    Commenting on the campaign, Jaideep Nandi, MD, Bajaj Consumer Care Limited, said: “The challenge given to Mullen Lintas was to give the brand a narrative that is not just problem-solution but occupy a space that young consumers would relate to.  The film is rooted in a true insight and the execution brings it alive.”

     

    Talking about the campaign, Azazul Haque, CCO, Mullen Lintas, added: “The brand had got in the problem-solution space in the past few years and we wanted to shift it into something more attitudinal that women of today could relate to. The idea of ‘Hair Karenge Dare’ was loved by all from the very go. Also, the idea was to break the clutter in the category. The creative idea of Challenging the mirror does that. It’s rooted in an insight, is extremely attitudinal and breaks the clutter.”

     

  • For Butter Chicken and Butter Paneer Grilled Burgers

    DDB Mudra rolls out new film for McDonald’s – N.E.

    By Our Staff

     

    McDonald’s India (N&E) has launches a new campaign for the newly-introduced butter chicken and butter paneer grilled burgers.

     

    Commenting on the campaign Rajeev Ranjan, Chief Operating Officer, McDonald’s India – North and East said: “Burrraaahh is the way our North Indian guests express the feeling when they experience excitement, joy and delight together. Our new ad film perfectly captures these emotions our guests experience while consuming our Butter Chicken and Butter Paneer grilled burgers.”

     

    Added Iraj Fraz Batla, Creative Head – North, DDB Mudra: “Fans of Punjabi food are instinctively going to fall in love with the new McDonald’s butter chicken & paneer grilled burgers. And like you’d go ‘Ooh-la-la’ on trying a lovely French wine, or ‘Bravo!’ on tasting an original Italian pizza – when we took our first bite of the new burger, we instinctively went, ‘Burrraaahh!’ Through the film, we wanted to show the same happiness that we experienced while enjoying the new burger. You’d definitely go ‘Burrraaahh!’ when you try it.”

     

  • To promote the benefits of Motilal Oswal Long Term Equity Fund

    Digital Refresh Networks creates DVC campaign for Motilal Oswal

    By Our Staff

     

    Motilal Oswal Mutual Funds has launched a series of digital films to create visibility for its ELSS fund and its dual benefits in a quirky way with relatable real life situations. Conceptualised and executed by Digital Refresh network, campaign films aim to reiterate the unique proposition of Motilal Oswal Long Term Equity Fund (An ELSS Fund).

     

    Speaking on the film Charles Nadar, Senior Vice President, Marketing, Motilal Oswal Financial Services Limited (MOFSL) said, “Since it’s that time of the year when investors are scrambling for ways to save tax, this campaign seeks to highlight Motilal Oswal Long Term Equity Fund offerings, mainly built to help save tax U/S 80C and achieve their planned financial goals. We constantly endeavour to design ad campaigns that evoke humour, are awe-inspiring, and are relatable to everyday situations. On this note, we took cue from those real life situations where choosing from one of two options can result in the fear of missing out on the alternative, making it difficult to take a decision. But with our ELSS fund, one can save tax and build wealth simultaneously. ”

     

    Added  Amit Agarwal – Creative Director, Digital Refresh Networks: “A clear brief is half of the job done! Thanks to the team at MOMF, we received a very sharp proposition to communicate. We were happy to build further on our expertise with short format stories, to help the sharp messaging, land effectively with the audience.  What becomes critical in this form is the little nuances that make the story come through even within a short window. It is the attention to this detailing that makes all the difference and finally, it’s the response to the communication that adds to the joy of this process, the videos have been well accepted by the audience as we are seeing great organic traction! That is the win we play for.”

     

     

  • For strategic guidance and creative development

    Meesho moves (to) Sideways for brand-building

    By Our Staff

     

    Meesho, the online shopping site and e-commerce platform, has announced its partnership with Sideways for strategic guidance and creative development of their brand campaigns through the year.

     

    Said Abhijit Avasthi, Co-Founder, Sideways: “Meesho will be doing for a billion Indians what the incumbent e-commerce players have not been able to do even after many years – truly democratize the power of ecommerce for a billion Indians. We are excited about the opportunity and hope to build one of India’s most loved brands in the very near future.”

     

    Added Lucky Saini, VP & Head of Brand: “We are absolutely delighted to go Sideways. In Sideways, we have found the right partner during this hyper-growth phase of our journey. They truly are a different kind of agency with an integrated team of strategists, creative folks and technologists who understand internet businesses and the pulse of Indian consumers. Together we aim to build Meesho as one of the largest internet companies in India and a brand that people love.”

     

  • To bring awareness to the future of the open Internet

    Criteo launches its first commercial

    By Our Staff

     

    Criteo, the global technology company that provides the world’s leading Commerce Media Platform, released its first commercial along with ‘The Future Is Wide Open’ microsite. These versions represent Criteo’s efforts to create an “open internet” in which customers have the power over what they discover, how firms engage with their information, and how businesses and creators of all kinds could connect with them.

     

    Notes a communique: “Through this advertisement Criteo is starting a conversation about the future of the open internet to guide clients, employees, content creators and media partners to create an online ecosystem with more diversity, inclusion and access than ever before. For this campaign, Criteo partnered with Technology, Humans, and Taste [THAT].”

     

  • To take their digital journey forward

    Baggit partners 0101 for brand communication

    By Our Staff

     

    Baggit, the fashion brand, has partnered with 0101 to take their digital journey forward. In the last two years, its e-commerce business has reportedly tripled.  The 0101 team will spearhead Baggit’s performance and programmatic, social and martech.

     

    Nina Lekhi
    Nina Lekhi

    Said Nina Lekhi, Managing Director and Chief Design Curator, Baggit: “The ecomm growth has reaffirmed the residual power of the brand – Baggit. The Data has just confirmed our hypothesis of the huge latent demand the country has. We are excited to now take the brand to its next level and have partnered with the 0101 team.”

     

    Ajay Verma
    Ajay Verma

    Added Ajay Verma, Managing Partner, 0101: “We have recently launched venture that partners with organisations on data and communication across all internal conversion data streams – Direct, Social, Performance, Call Centre, Martech stacks, Marketplaces etc. with the promise of better customer conversion. “We are extremely excited to partner with the Baggit team to grow the brand in both offline and online channels. Our aim would be to relevantly differentiate the brand vis-à-vis the ‘sea of sameness’ of all other fashion brands.”

     

     

  • To engage a billion people globally by 2030 to live healthier, longer, better

    Tata AIA Life supports The AIA One Billion campaign

    By Our Staff

     

    Tata AIA Life Insurance has announced its support to the AIA One Billion Campaign initiated by the  AIA Group. AIA One Billion is, as a communique notes, a campaign “engaging a billion people globally to live healthier, longer, better lives by 2030”.

     

    Said Naveen Tahilyani, MD & CEO, Tata AIA Life, said: “As part of the Group, Tata AIA Life is proud to partner in this global initiative with AIA and we hope to make a significant contribution to this cause given a part our vision has always been to enable dreams, and inspire healthier, happier lives. As we progress in our transition from being a payor to partnering consumers in their life, health, and wellness journey with comprehensive offerings customized to evolving needs, it is critical that we craft consumer conversations that create awareness about holistic health and wellness.”

     

  • To further strengthen its presence

    ShemarooMe inks partnership with BSNL

    By Our Staff

     

    ShemarooMe, over-the-top (OTT) video streaming app, has  announced a partnership with BSNL, telecom service providers to penetrate deeper into India. With this partnership, ShemarooMe will be a part of BSNLs newly launched Broadband plan of Rs. 999 where the users will get full access to ShemarooMe and ShemarooMe Gujaratis vast content library absolutely free.

     

    This partnership will help leverage BSNL users to view entertaining content across various categories while ShemarooMe will be able to reach a wider audience. In addition to the access to its vast content library, partnering with ShemarooMe will have several benefits. It includes increasing the ticket price of their sale, increasing their revenue and engagement on their apps, amongst others. ShemarooMe has a strong partnership network with over 50 partners across platforms such as E-commerce, Banking & Payment App, Telecom, OEMs, Media, and ISPs/Broadband, etc.

     

    This move comes as a strategic expansion as the brand gets access to the deeper pockets of India by way of reaching the diverse audiences. In its endeavour to continue entertaining through variety of content, ShemarooMe will offer the best of formats and mediums to consumers to choose from for their entertainment needs. This further strengthens Shemaroos partner ecosystem and brings immediate benefits to users of BSNL.

     

  • TVC created by Korra brand design agency

    Shilpa Shetty glows for Mamaearth face wash

    By Our Staff

     

    Mamaearth, the beauty, cosmetic and personal care brand, has launched a TVC for its Ubtan Face Wash featuring actor Shilpa Shetty Kundra. The commercial created by Korra brand design agency highlights the Ubtan facewash in a no-toxin proposition giving the perfect #ShaadiWalaGlowEveryday.

     

    Said Ghazal Alagh, Co-Founder and CIO at MamaEarth: “Ubtan has been the secret recipe for glowing and radiant skin that has been passed on from generations, and the Haldi ceremony before the wedding is an extremely important event for every bride and groom. They mask themselves with the Haldi ubtan to look radiant and glowing on their big day. We have taken the traditional ubtan ingredients and created a hassle-free formula using them to give our consumers a product that will give them the Ubtan like glow, every day. Through this TV Commercial, we are trying to build synergies between the traditional Haldi ubtan and Mamaearth Ubtan face wash and we hope this thought resonates with our consumers and they come forward and choose #ShaadiWalaGlowEveryday, naturally with Mamaearth.”

     

    Added Gaurav Nabh, Chief Executive Officer, Korra, said: “The need to look your best is never felt more than on your wedding day and one regime closely linked to this occasion is the use of Ubtan to attain flawless glow. Our latest work leverages this insight where we see Shilpa interacting with her friend talking about her flawless glow thanks to Mamaearth’s new Ubtan face wash. An innovative no-toxin product that packs the goodness of turmeric and saffron allowing you to look your best, while enjoying that same flawless glow. We are proud of this latest work by Korra as we continue to build the Mamaearth brand on the back of real consumer insights and stories, endorsed by Mamaearth’s biggest fan Shilpa.”

     

  • Extends gratitude through dedicating #SehatHaiToWatanHa

    Hamdard salutes armed forces & cops in new campaign

    By Our Staff

     

    Hamdard Laboratories, the health and wellness company, has launched a campaign titled ‘Sehat Hai To Watan Hai’ dedicated to the armed forces and police for their selfless service.

     

    Said Abdul Majeed, Chairman & Managing Trustee, Hamdard Laboratories (Medicine Division): “Commitment to self-care is critical as the nation grapples with the third COVID wave. While we continue to provide quality healthcare products to all, we find it critical to care for our armed forces and the police of the nation for their selfless service. Their holistic well-being and health protection is our responsibility as they continue to protect the nation. We extend our gratitude through dedicating #SehatHaiToWatanHai to our armed force, frontline workers and commit to providing the best of Unani solutions for their brighter and healthier future.”

     

  • Providing users with live, in-depth hyperlocal updates from all constituencies

    PublicVibe launches campaign for UP elections

    By Our Staff

     

    PublicVibe, the hyperlocal video news platform, has launched its first TV + digital campaign to cover the ongoing Uttar Pradesh elections. It will provide latest election coverage. A 15-second TV spot conceptualised by WYP Worldwide kickstarted the campaign.

     

    Said Samir Vora, Chief Marketing Officer, VerSe Innovation: “PublicVibe is powered by thousands of users who are passionate about the news and issues concerning their immediate areas. Leveraging the power of hyperlocal journalism, we are striving to capture and inform our users of the public sentiment that prevails in the Uttar Pradesh elections through live, in-depth updates directly from the ground.”

     

    Added Amit Akali, Chief Content Officer & Cofounder, WYP Worldwide: “It is not often when a product is so strong that a simple narrative brings to life the impact it has on people’s lives. The story weaved around a local chair maker, who will in his way, impact the hot seat everyone is fighting for, demonstrates the power of PublicVibe. It is also a testament of the effort the platform has taken to become truly hyperlocal. While only time will tell the election results but with PublicVibe people are being updated straight from the districts and by lanes of UP.”

     

  • For Phoenix United, DSL Virtue Group, and Media 247

    Two Pyramids bags three creative mandates

    By Our Staff

     

    Two Pyramids, the creative division of Umbrella Aegis Private Limited, has won the creative media marketing mandate for the three brands – Phoenix United, DSL Virtue Group, and Media 247.

     

    Said Suresh Kurapaty of Two Pyramids: “The the digital ecosystem is vast and is continuously evolving and hence it becomes essential to adapt to the changes accordingly to remain relevant to our audience.”

     

    Added Urvi Vira of Two Pyramids: “Effective marketing strategies have become extremely crucial for brands. Our team at Two pyramids will ensure a customer-centric approach that will help them win, retain and engage their customers.”