MxMIndia

Category: MARKETING

  • The campaign features Ravi Shastri, Mithila Palkar, Dhruv Sehgal, and Shruti Haasan

    Lowe Lintas creates buzz for Cleartrip

    By Our Staff

     

    Cleartrip, the online travel platform, has launched a campaign to announce the Cleartrip Big Travel Sale. The campaign has been created by Lowe Lintas. It has roped in Ravi Shastri (his first-ever brand endorsement), Mithila Palkar and Dhruv Sehgal from Little Things drama series, and actor Shruti Haasan for its latest ad campaign films. Cleartrip has rolled out three films promoting each sale across domestic flights, hotels, and international flights.

     

    Speaking on the sale, Kunal Dubey, CMO at Cleartrip, said: “We’re thrilled to launch the Big Travel Sale with the best summer deals for everyone who is looking to satiate their wanderlust this season. We understand the two-year pent-up wait to plan a perfect summer getaway, and we’re set to sweeten the experience with massive deals on international flights, domestic flights, and domestic hotels. Our latest campaign will resonate with travelers who regret missing out on the opportunity to book a great travel deal and encourage customers to go ahead and book that holiday. This is an exciting time for our customers and for us. Let the travel season begin!”

     

     

  • CCPA directs discontinuation of advertisements making claims "Recommended by dentists worldwide" and “World's No.1 sensitivity toothpaste"; imposes penalty of Rs 10 lakh

    CCPA passes order against Sensodyne ads

    By Our Staff

     

    The Central Consumer Protection Authority (CCPA) has passed an order against advertisements of Sensodyne products which make the claims “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste”. In February this year, CCPA had passed order an directing discontinuation of advertisement of Sensodyne products which show endorsement by foreign dentists.

     

    Notes a communique from the Ministry of Consumer Affairs, Government of India:

    “It may be mentioned that CCPA had initiated suo-moto action against advertisement of Sensodyne products on various platforms including Television, Youtube, Facebook and Twitter showing dentists practicing outside India (practicing in the United Kingdom) endorsing the use of Sensodyne products namely Sensodyne Rapid Relief and Sensodyne Fresh Gel for protection against teeth sensitivity and making claims that Sensodyne is “Recommended by dentists worldwide”, “World’s No. 1 sensitivity toothpaste” and “clinically proven relief, works in 60 seconds”.

     

    “After examination of the response submitted by the company, CCPA observed that the two market surveys submitted by the company in support of its claims “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste” made in the advertisements were conducted only with dentists in India. No cogent study or material were submitted by the company to substantiate the claims made in the advertisements or indicate any worldwide prominence of Sensodyne products. Thus, the claims were observed to be bereft of any reason or justification.

     

    ?With respect to the claim of “clinically proven relief, works in 60 seconds”, CCPA had written to the Drugs Controller General of India, Central Drugs Standard Control Organization (CDSCO) to furnish its comments on the correctness of the claims made by the company. CDSCO has directed The Assistant Drug Controller, Licensing Authority, Silvassa to investigate the claims made by the company since the product in question is manufactured under cosmetic license granted by State Licensing Authority, Silvassa. The Assisting Drug Controller has written to CCPA stating that the claims made by the company are under investigation and further action will be initiated after the hearing process. In view of the communication received from CDSCO and Assistant Drug Controller, Licensing Authority, Silvassa as regards the claim of “clinically proven relief, works in 60 seconds”, the matter now rests with Assistant Drug Controller, State Licensing Authority, Silvassa.

     

    “Therefore, CCPA has ordered discontinuation of advertisements of Sensodyne products which make the claims “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste” within seven days and directed payment of penalty of ₹10,00,000. Also, advertisements which show endorsements by foreign dentists have been ordered to be discontinued as per the earlier order passed by CCPA.

     

    “In the wake of consumer sensitivity around Covid-19 pandemic, CCPA took stringent action against misleading advertisements whereby 13 companies withdrew their advertisements and 3 companies made corrective advertisements.

     

    “Further, to safeguard consumer interest against misleading advertisements and unfair trade practices, CCPA has also issued two advisories. The first advisory was issued on 20.01.2021 calling industry stakeholders to cease making misleading claims that take advantage of the Covid-19 pandemic situation and are not supported by any competent and reliable scientific evidence. The second Advisory was issued on 01.10.2021 highlighting compliance of the provisions of Consumer Protection (e-commerce) Rules, 2020 which require every marketplace e-commerce entity to prominently display all information provided to it by seller under Rule 6(5) including name, designation and contact information of the grievance officer of the seller.

     

    “CCPA has also issued two Safety Notices under Section 18(2)(j) of the Act alerting consumers against buying goods which do not hold without valid ISI Mark and violate the BIS standards directed for compulsory use by the Central Government. While the first Safety Notice was issued on 06.12.2021 in reference to Helmets, Pressure Cookers and Cooking gas cylinders, the second Safety Notice was issued on 16.12.2021 in reference to household goods including electric immersion water heaters, sewing machines, microwave ovens, domestic gas stoves with LPG etc.”

     

  • Kriti Sanon is face of Urban Company Salon At Home

    Kriti Sanon is face of Urban Company Salon At Home

    By Our Staff

     

    Urban Company has launched a new campaign featuring brand ambassador Kriti Sanon for its Salon At Home. Created by QED Communications, the series of three films highlight the service experience.

     

    Speaking on the campaign, Harihar Goswami, CD, QED Communications said: “The campaign romanticises Urban Company’s Salon At Home Services in a way like never before. The films showcase how the brand not only promises but delivers on the promise of a true beauty experience that every woman deserves – brought to life by the ever graceful Kriti Sanon.”

     

    Commenting on the campaign, Smit Shukla, VP, Marketing and Growth at Urban Company added: “We are absolutely thrilled to have Kriti Sanon on board once again for our latest salon campaign. Our brand value perfectly aligns with Kriti’s diverse, authentic, true and exuberant personality. With the launch of this campaign for salon services, we aim to showcase the unparalleled salon experience that every consumer can get from Urban Company at the comfort of their homes. Beauty and grooming are key verticals of Urban Company and our association with Kriti Sanon will help amplify brand connect with the consumers.”

     

  • Features Sonu Sood to promote the immunity-building drink for children

    Havas Worldwide creates TVC for Dabur Vita

    By Our Staff

     

    Dabur, the Ayurveda healthcare brand, has made its foray into the health food drinks (HFD) category with chocolate flavoured Dabur Vita. A TVC featuring actor Sonu Sood has been conceptualised by Havas Worldwide (Creative) India, which recently won the mandate for Dabur Vita. The task includes Dabur Vita’s mainline and digital communications.

     

    Entering the HFD category is a natural extension for Dabur as it is synonymous with good health and immunity through its various brands including Chyawanprash and Dabur Honey amongst others. Given the added focus of consumers on good health over the past few years, the demand for HFD is only flourishing, leading Dabur to make its foray in the category by coming up with a new product that promises a superior formulation with enhanced immunity benefits.

     

    Prashant Agarwal, Marketing Head- Health Supplements, Dabur India Ltd, said: “We are excited to partner with Havas Creative Group India. The health supplement category is exploding with untapped potential. We at Dabur India Limited have formulated this unique product, Dabur Vita. With a unique formulation Dabur Vita brings the benefits of Ayurveda in a tasty chocolaty drink which has been hugely liked by kids in a consumer research. It is tested to significantly increase the activity of the known protein – TNF Alfa which helps boost kid’s immunity thus making Dabur Vita India’s Immunity Expert. To introduce our newest offering in the health supplement space we have been working with Havas Creative Group India to create some effective and meaningful work for brand Dabur Vita. We are confident about building a powerful brand narrative through Havas Creative Group India in the months to come.”

     

    Added Ravinder Siwach, Executive Director and National Creative Director, Havas Worldwide (Creative) India: “We are excited to launch and be instrumental in growing the Dabur Vita brand by partnering them to make an impactful debut in what is a highly competitive market. We’re looking forward to making Dabur Vita a household name, and cement it in the hearts and minds of consumers through impactful and engaging storytelling. This TVC talks about Dabur Vita not just being another HFD but one that helps build immunity in children. Parents who choose Dabur Vita can be rest assured that they are giving their child a complete health drink. Sonu Sood’s presence further enhances the product’s efficacy promise as his image is wholesome and reliable.”

     

  • The 14-film ad campaign is designed and created by The Script Room

    My11Circle unveils new campaign

    By Our Staff

     

    Games24x7, the online skill gaming company, has unveiled a new campaign for its fantasy platform My11Circle featuring cricket icons like Sourav Ganguly and VVS Laxman and emerging talent Shubman Gill and Ruturaj Gaikwad. The 14-film ad campaign is designed and created by The Script Room.

     

    Speaking on the launch of the campaign, Saroj Panigrahi, Vice President, My11Circle said: “My11Circle has emerged to be one of the top fantasy sports platforms in India witnessing 100 percent growth in user base last year. This is a testimony of our commitment to provide intuitive and personalised gaming experience to the players and rewarding their skill and passion for the game.”

     

    Added Ayyappan Raj, Co-Founder, The Script Room: “It has been a great experience working with the My11Circle team again, and co-creating an interesting campaign for the IPL. We came up with the thought ‘My11Circle is offering the biggest prize, now everything else will look small’. And we wrote a bunch of interesting scripts – keeping in mind the duration of the films, the celebrity time and executional constraints. With fantastic direction and international quality VFX, Achowe and the team at Chalk & Cheese made the idea come alive brilliantly. We’re very happy with the way the campaign has come about, and we are positive that it will be well received.”

     

     

  • Mishti Shere Shrishti 2022

    ABP & Cadbury return with songs from Bengal in campaign

    By Our Staff

     

    The ABP Group’s ABP One division has announced the second season of Cadbury Mishti Shere Shrishti 2022. This time eight fusion songs have been created combining a popular Bengali song with another popular folk song of Bengal. All songs are presented as duet songs. Like Cadbury and the traditional ‘mishti’ of Bengal has blended together to create a unique concept of Codbury Mishti, smilarly a perfect mix of music and songs has been created this year with Codbury Gaane Mishti Jugalbandi.

     

    Over the years renowned and popular sweetmeat/mithai brands of the state have been associated with Cadbury Mishi Shera Shrishti. They have come up with innovative ‘mishtis’ in the theme of the campaign. This season they are creating mishtis basis the theme of the songs. The popular songs which has been

     

    The six-week programme will have a locality-based music and mishti quiz called Gomme Bhora Mishti Para quiz at select neighbourhoods (or paras). It will conclude in the third week of April 2022.

     

  • #FutureFearless brand campaign primarily targeted at parents

    Ageas Federal Life Insurance recreates ‘young Sachin’ in new campaign

    By Our Staff

     

    Ageas Federal Life Insurance announced the launch of its #FutureFearless brand campaign primarily targeted at parents. The brand campaign portrays a perspective to #FutureFearless, told through the lens of Ageas Federal’s Brand Ambassador, Sachin Tendulkar. The #FutureFearless campaign was conceptualised and created in partnership with VMLY&R India.

     

    Speaking on the importance of the campaign, Karthik Raman, Chief Marketing Officer and Head – Products, Ageas Federal Life Insurance said: “Our Brand Ambassador, Sachin Tendulkar is the perfect embodiment of being #FutureFearless. Un-deterred by any hurdles that life threw at him, he persevered with determination to achieve his dreams and build his future. Our aim through this campaign, is to use Sachin’s example to encourage parents to wisely plan for their children’s future. We are going through uncertain times but with financial discipline and timely investment in life insurance, parents can help fulfil the fearless dreams of their children.”

     

    Commenting on the campaign, Mukund Olety, Chief Creative Officer, VMLY&R India said, “It’s amazing what we can do with technology. We can tell stories that could have never been told before. We wanted an inspiring figure to convince parents to overcome their fears with better financial planning from Ageas Federal Life Insurance, and who better than our protagonist – the 11-year-old Sachin. While we knew this was something we could achieve using technologies such as DeepFake AI, unfortunately for us, we didn’t have any pre-existing videos of Sachin as a child. Instead of letting that stop us, we found our way through custom tech innovations.”

     

  • To highlight solutions to organise homes better in financially stressed times

    Ikea launches new campaign

    By Our Staff

     

    Ikea has launched a new integrated campaign in India with the tagline “everyday situations, everyday solutions.” The campaign highlights Ikea’s expertise in providing affordable and sustainable home furnishing solutions basis various needs of one’s life at home, especially when many people have tight budgets.

     

    Commenting on the campaign, Kavitha Rao, Country Commercial Manager, Ikea India, said: “We are always passionate about life at home and our home furnishing solutions focus on creating a better everyday throughout the year. This is the time of the year with a flurry of important activities – be it completing our tax calculations on time for the financial year or supporting our children during their exams. It is also the time when money is tight but there are even greater demands at home. It is in this context that our everyday low price and multi-functional products are a great way to meet the many requirements at your home.”

  • She will provide creative and financial backing to Stage3

    Athiya Shetty collaborates with Stage3 lifestyle platform

    By Our Staff

     

    Stage3, a community-powered social commerce platform for fashion and lifestyle, has signed actor Athiya Shetty. She will take on the role of Stage3’s creative director.

     

    Speaking on this, Sabena Puri, CEO/Co-founder, Stage3 said: “We are excited to have Athiya back Stage3.  Stage3 is building an AI-powered social platform where India’s 5m+ Creators (influencers and content creators) can interact, build out social video-led storefronts, and sell to India’s digitally native 300m Genz and millennials. Athiya has a strong authentic voice, and we look forward to working with her closely to fuel the booming creator economy.

     

    Added Shetty on her connection to Stage3’s vision: “I have always expressed myself through fashion, and love being a part of the creator economy. I’d been looking for the right platform through which I could empower others to also begin their journey towards becoming a ‘creator’ and I found that with Stage3. I love the fact that they are building a new paradigm for fashion shopping. There’s such a wealth of untapped potential and Stage3 is leading the way to becoming a conduit of success for the upcoming generation of creators. I’m delighted to be working with them on this.”

    https://youtu.be/d-IwfYpUQeI

  • Created by Lowe Lintas

    Akshay Kumar in new Dollar Bigboss TVC

    By Our Staff

     

    Dollar Bigboss, the men’s innerwear, has launched a new commercial to further boost the brand popularity. It features actor Akshay Kumar and has the tagline “Dollar Upar Gaya”. The film is set against the backdrop of a stock market.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited: “With our decade long association with Akshay Kumar, our brand has witnessed a 5x times growth. The concept of the commercial clearly speaks how Dollar has lived upto the expectations of its consumers and thus maintaining its position as one of the three major players in the hosiery industry with 15 % market share. Our new tagline ‘Dollar Upar Gaya’ explains the brand’s soaring market acceptability. We also wanted our long-time payoff to have a new meaning, a different take for the brand.”

     

    Speaking on the idea behind the campaigns, Sagar Kapoor, Chief Creative Officer, Lowe Lintas, said: “Fit hai Boss as a payoff has always worked wonders for Dollar Bigboss. This time we used the phrase to develop a witty plot which establishes the growing value of the brand. Akshay is a brilliant actor who pulls off the film with flying colours.”

    https://www.youtube.com/watch?v=jXdHe6RbF14

  • Launches 'Enjoy Learning' campaign

    ITC Classmate Notebook rolls out new TVC

    By Our Staff

     

    ITC Classmate notebook brand has announced launch of a new television campaign. Under the ‘Enjoy Learning’ theme, the campaign includes three commercials that propagate the idea of enabling learning in interesting and engaging ways.

     

    Speaking about the campaign, Vikas Gupta, Chief Executive, Education and Stationary Products Business Division, ITC Ltd, said: “Classmate has always focused on relevant issues concerning children and has aspired to become an active enabler in their learning journey. Through this campaign, we want to promote the idea of joy of learning and encourage children to apply theory into everyday activities, so that they can fully understand, enjoy, and remember what they learn. This practice will help kids become more innovative and will also help parents acknowledge that academic learning goes beyond the classrooms.”

  • Taproot Dentsu film Ranveer in prehistoric avatar

    Ranveer grooms with Set Wet of Marico in TVC

    By Our Staff

     

    Set Wet, a male grooming masterbrand  of Marico, in association with Taproot Dentsu, has launched a campaign with its long-time ambassador, Ranveer Singh. The campaign, which has gone live across TV and digital platforms, is also complemented by the debut of an all-new look Set Wet products.

     

    Speaking on this new campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “As a youth-centred brand, Set Wet has always strived to echo the mindset of our consumers. Today’s generation has prided themselves on finding the best and most unique solution to their problems and we aimed to take that ideal a step further with this new campaign. Together with the iconic and beloved Ranveer Singh, this campaign elaborates on the resourcefulness, uniqueness, creativity, and cheeky nature of our consumers, showing how they can be the sexiest version of themselves.”

     

    Talking about the inspiration behind the film, Ayesha Ghosh, CEO, Taproot Dentsu added: “A brand whose baseline is ‘Sada Sexy Raho’ and whose brand ambassador is a livewire, usually means that the campaign development is a rollicking ride, all the hard work notwithstanding. Add to that Team SET WET were just as keen as us to break the mould of the conventional grooming product ad. Once Yogesh Rijhwani, the ECD who conceptualised this ad, landed the prehistoric man comparison, Ranveer’s flair for pulling off unexpected characters and director Rajiv Rao’s effortless style of storytelling took the idea to the next level.”