MxMIndia

Category: MARKETING

  • To build awareness around the importance of strength among adults

    Protinex launches #OneLegChallenge

    By Our Staff

     

    Protinex the flagship brand of Danone India, has launched an integrated digital campaign #OneLegChallenge. The campaign urges Indian adults to test their strength by taking up the One-Leg challenge. The six-week-long campaign will include multiple national and regional influencers who will be taking up this challenge by creating a positive chain of influence with influencers asking others to take up the challenge and share their scores.

     

    Said Sriram Padmanabhan, Marketing Director, Danone India: “Not many Indians are aware of the pivotal role that muscle strength plays in leading a healthy life. Through the launch of #OneLegChallenge our intent is to provide an easy way for Indian adults to test their strength vs what is expected of their age. The video encourages viewers to try the test by visiting a dedicated page that has been created to help them take the challenge and understand the results. They can also check if their daily diets provide the required amount of nutrients and take the help of a nutritionist who will design a 30-day diet plan free of cost.”

  • To drive awareness on convenience in availing loans

    KreditBee launches ‘Loans Anytime, Anywhere’ campaign

    By Our Staff

     

    KreditBee, the fintech platform. announced the launch of its first brand campaign, ‘Loans Anytime, Anywhere’. The campaign is aimed at creating brand awareness among its target consumers and highlights the ease and convenience in availing loans from KreditBee.

     

    Said Ishan Bose, Chief Marketing Officer, KreditBee: “We are delighted to launch our first brand campaign ‘Loans Anytime, Anywhere’, which is aimed to educate the young Indian middle class on how they can meet their aspirations by availing loans instantly in a simple, secure and hassle-free manner. At KreditBee, we are focused on understanding our consumers and their personal finance needs. This campaign gives us an opportunity to kickstart our audience engagement from a brand awareness standpoint and highlight our value proposition of being ‘the friend indeed’ in tough times, be it for occasions, events or emergencies.”

  • Conceptualised by Ittisa

    Himalayan Natives rolls out new campaign

    By Our Staff

     

    Himalayan Natives, an all-natural food brand, has launched a brand new video campaign outlining the strength and freshness right from the land of Himalayas. An advocate of a healthy and nutritious diet, the brand displays its commitment via the video campaign, encouraging its viewers to be strong and steady like the mighty range itself. The campaign is created by Ittisa, a Bengaluru based Digital Marketing Agency.

     

    Said Bhupendra Khanal, Founder, Himalayan Natives: “I hail from the land of the Himalayas and have been lucky to have had the most delicious and healthiest of food. Now I want to extend the goodness of my homeland to the world and make access to healthy food easier via Himalayan Natives. The campaign, the messaging and the product line on the platform is something I resonate with. I truly believe that a healthy food source is what makes or breaks the mind and body.”

     

  • The brand takes on the task of category expansion by taking on homes remedies

    Eno goes live with new TVC

    By Our Staff

     

    Eno, the OTC Antacid brand by GSK Consumer Healthcare, has gone live with its new TV campaign.

     

    Commenting on the new launch, Anurita Chopra, Head of Marketing, India Sub Continent, GSK Consumer Healthcare said: “As a leading brand, we have always ensured to stay ahead by creating innovative campaigns. With each year, we create brand stories that connect with audiences. Through this campaign, we’re rekindling the joyous moments of friends and family together, with food and Eno playing a central part in their fun times together. A simple selfie moment typifies a pop culture phenomenon that unifies social and age stratas.

     

  • To commemorate Akshaya Tritiya

    Candere by Kalyan Jewellers launches new campaign

    By Our Staff

     

    Candere by Kalyan Jewellers has launched a campaign, #TaiyariPooriHai, that talks about their customisation feature.

     

    Said Rupesh Jain, Founder & CEO of Candere: “It is our constant endeavour to provide our customers with an enhanced jewellery shopping experience. The customization feature is not something new that we have come up with; in fact, Candere was started with the intent of providing its customers with a piece of jewellery that resonates with them. The percentage contribution of customized orders is around 50-60% of our total order share. We have integrated advanced technologies to ease their shopping experience. Although the market has multiple jewellery designs to offer, every customer wants their design to be unique and stand out, and that’s where our customisation feature comes in handy. They can get the jewellery of their choice with just one tap within the comfort of their own home.”

     

    Added Akshay Matkar, Head of Marketing at Candere: “Jewellery is just not a fashion accessory; it is more than that. We Indians have sentiments attached to our fine jewellery, and when it comes to shopping for one, it is a decision that is very well thought of. So this Akshaya Tritiya, we are ready to help our customers fulfil their Khwaishein with our customisation option. All they need to do is select the design and leave the rest to us!”

     

    Akshay Trittiya falls on May 3 this year. While it is regarded as an auspicious date by many, in recent years, marketers have been promoting it to sell their wares (Please refer to this article from our archives: https://www.mxmindia.com/2012/04/mediaah-the-business-of-akshaya-tritiya-the-plot-to-shift-mothers-day-to-make-money/).

     

  • Top priorities of brands are to increase awareness, develop personalized strategies

    Nielsen releases 2022 Annual Marketing Report

    By Our Staff

     

    Nielsen released its 2022 Annual Marketing Report and, for the first time, expanded it to a global audience, uncovering marketers have key priorities for the year ahead, but also where marketers have struggled over the past two years due to consumers’ changing media habits. Titled ‘Era of Alignment’ the report illustrates how marketers must gain confidence in their data to focus equally on brand building and customer acquisition, doing so through both upper-funnel and lower-funnel planning and execution.

     

    The report, which surveyed nearly 2,000 global marketers between December 2021 and January 2022, both revealed a digital dominance in how dollars are being spent and exposed marketers’ lack of confidence in the data behind those decisions. With continued digital fragmentation, marketers report data accuracy, measurement, and ROI are paramount. While 69% of marketers believe first-party data is essential for their strategies and campaigns, and 72% of marketers believe they have access to quality data, only 26% of global marketers are fully confident in their audience data.

     

    The Era of Alignment found marketers around the world are experiencing similar areas of success and challenges, as shown by:

     

    Brand awareness is marketers’ top objective. To reach this goal, brands need to leverage an array of channels to reach the widest audience. Nearly two-thirds (64%) of respondents stated that social media is the most effective paid channel with TikTok and Instagram dominating spend. Comparatively, TV and radio spend is significantly less with an aggregate increase of 53% across global marketers. Customer acquisition is their second objective, showing that marketers must focus efforts on the entire customer journey.

     

    Increased media fragmentation amplifies the need for holistic measurement. Marketers’ confidence in measuring ROI of the full-funnel is only 54%. Remove online and mobile video and confidence in measuring ROI across all other channels is under 50% globally, and while nearly half of marketers plan to increase their spending on podcasts, their confidence in measuring the ROI of that investment is 44%.

     

    It’s vital for marketers to use data to champion personalized marketing strategies. The increasing proliferation of channels produces an abundance of unique data sets. However, 36% of marketers still claim that data access, identity resolution, and deriving actionable insights from data is either extremely or very difficult. With the rise of connected TV (CTV) this presents new challenges to traditional targeting solutions. CTV is a growing focus for global marketers, with 51% planning to increase their over-the-top/CTV spending in the coming year. To wit, Americans streamed almost 15 million years’ worth of content across subscription- and ad-supported platforms.

     

    By placing a greater emphasis on purpose-driven initiatives, marketers can better connect with consumers. Nielsen Research shows over half of U.S. consumers (52%) purchase from brands that support causes they care about; similarly, more than 36% expect the brands they buy to support social causes. While global marketers say their brands are emphasizing purpose, Nielsen data shows that 55% of consumers aren’t convinced that brands are fostering true progress.

     

    Said Jamie Moldafsky, Chief Marketing and Communications Officer, Nielsen: “Our work at Nielsen is to provide the most complete view of consumer behaviour regardless of industry, and our long-time experience in measurement and comprehensive view of the media universe gives brands a 360-degree view that can’t be found anywhere else. This research showcased that marketers want to put money into channels to deliver immediate ROI, however we also see that they must be agile in the year ahead and work across the entire marketing funnel to reinforce brand awareness and acquire more customers. With the upcoming elimination of third-party cookies, it’s understandable to see marketers prioritizing personalisation and aligning their brand with causes their customers care about. Through our solutions – and this report – we’re continuing to help brands and marketers get actionable insights to make more informed, and quicker decisions.”

     

  • A joint venture between parent company Glance and Collective Artists Network

    Roposo & Rana Daggubati launch Dcraf

    By Our Staff

     

    Actor Rana Daggubati and entertainment commerce firm Roposo announced the launch of their co-created men’s grooming brand Dcraf. The label is to be launched by Roposo through Glance Collective, a joint venture between Roposo’s parent company Glance and talent management firm Collective Artists Network.  Dcraf is derived from ‘D’ for Daggubati, and ‘Craf’, short for Hair Craft.

     

    Said Mansi Jain, Vice President and General Manager, Roposo: “Our intention has been to partner with celebrities and creators to launch brands that reflect their unique persona and become an extension of who they are. Rana is one of the most fashionable contemporary male celebrities and is followed by many for his sense of style and grooming. We are delighted to be partnering with him to launch Dcraf. With the live commerce technology and the scale of our platforms, we expect Dcraf to be discovered by millions of users across India.”

     

  • Aims to connect with fervent cricket fans across the country

    Tata Capital launches digital campaign to promote Flexi Plus Loans

    By Our Staff

     

    Tata Capital, the flagship financial services company of the Tata Group, has announced its latest cricket-themed digital campaign to promote its Flexi Plus Loan Offerings. The campaign aims to connect with fervent cricket fans across the country.

     

    Speaking about the campaign, Abonty Banerjee, Chief Digital and Marketing Officer, Tata Capital said: “Our latest campaign which is centered around cricket is a great opportunity for us to connect and engage with our customers. The campaign aims to promote our latest Flexi Plus Loans which come with exclusive features and benefits. We are sure our films will be enjoyed by ardent cricket fans across the country.”

  • Under its Power Brands programme

    Snapdeal launches Korean inspired beauty brand Miyuki

    By Our Staff

     

    Snapdeal, the online shopping store, has launched beauty brand, Miyuki on its platform. Introduced under the Power Brands program, Miyuki offers a Korean beauty inspired makeup range.

     

    Said Saurabh Bansal, Chief Merchandising Officer, Snapdeal Limited: “Customers have high awareness about the latest trends in beauty and personal care products.  Value-conscious consumers look for products that are trendy, good-quality and also are priced as per their spending comfort. The Miyuki range of products by Snapdeal sellers serves this requirement of premium-quality, trendy and innovative products that are priced right.”

     

  • Features MS Dhoni and other CSK players

    Chennai Super Kings promote TVS Eurogrip Tyres

    By Our Staff

     

    TVS Eurogrip, the two- and three-wheeler tyre brand, rolled out its new brand campaign – ‘Whistle Through Every Turn’- building on its association with Chennai Super Kings. The campaign includes a set of three new advertising films that accentuate the positioning of the brand as The Bike Tyre Specialist.

     

    The films feature M S Dhoni as the main protagonist, narrating his gripping biking adventures to his teammates. The stories are woven with suspense and light-hearted humor, crafted to connect with the millennials.

     

    Commenting on the new campaign, P Madhavan, EVP – Sales & Marketing, TVS Srichakra Limited, said: “Our last campaign ‘Tame The Turns’ was received well amongst our audience. We are happy to have woven this insight in an interesting way to create a set of #GrippingStories with CSK players. Apart from TV and Digital advertising, the campaign includes on-ground activations and channel partner programmes.”

     

     

  • To elevate its corporate and brand reputation

    Bajaj Auto rides to Pitchfork Partners from Ketchum Sampark

    By Our Staff

     

    In what is a significant move in the world of communications, Bajaj Auto, the motorcycles and three-wheeler company, has assigned the mandate for handling its communication initiatives to Pitchfork Partners. The appointment is significant as the account has been with Ketchum Sampark with years. There have been rumours of the account moving nearly around the same time that it was known that former CEO and promoter NS Rajan was exiting the agency.

     

    Speaking about the appointment, Narayan Sundararaman, Head of Marketing, Bajaj Auto Ltd, said: “The market for two- and three-wheelers is changing and so is the communication landscape. Pitchfork Partners’ strong credentials clearly indicate their expertise in this changing landscape, and we are pleased to join hands with them. We are positive that Pitchfork’s expertise will play a key role in the success of our communication goals. We see a huge opportunity for the company and Pitchfork has the best credentials to support us in the coming years.”

     

    Added Jaideep Shergill, Co-Founder, Pitchfork Partners: ‘’We are delighted to partner with India’s largest two-wheeler exporter. Bajaj Auto plays a pivotal role in the automobile sector and has a strong presence across the globe. The company is truly ‘The World’s Favourite Indian’, and we understand its ethos. It is a great opportunity to join hands with Bajaj Auto and work towards building the vision through strategic and insights-driven communication.”

     

  • The Company's forex bis claims over 1mn retail customers every year

    Thomas Cook rolls out leadership campaign in forex space

    By Our Staff

     

    Thomas Cook Group, global travel company, has launched a campaign to reinforce the company’s leadership position in the foreign exchange space.

     

    Notes a communique: With a clear intent to leverage the opportunity of India’s rapidly growing digital ecosystem and drive scale and speed, Thomas Cook India’s Forex business embarked on a journey of digitalisation pre-pandemic; and leveraged the lockdown to accelerate its digital transformation. The Forex business pivoted to enhanced digital models to deliver on the imperatives of contactless and safe transactions: launched the Virtual Forex Branch equipping its teams with VPN telephony/auto-diallers to stay connected and assist customers from the safety of their homes; the innovative FXMate digital tool to support B2B partners with virtual Foreign Exchange services; online remittances and card top-ups that proved invaluable for students stranded overseas with quick/seamless and secure transactions.

     

    Today, the Company’s unique Omnichannel model empowers customers with choice and convenience: simple, secure and quick bookings via its Online Forex Store; support through its call centre or by walking in to their closest forex outlet to transact with an in-store expert.: