MxMIndia

Category: MARKETING

  • Starting a new weekly series of reviews by Vikas Mehta, of ads that air around the IPL 2021, on television and OTT/mobile platforms

    Review of AdsOnIPL21: Week 1

    IPL 2021's Television Broadcast Sponsors
    IPL 2021’s Television Broadcast Sponsors. Image from Star Sports Twitter handle

     

    By Vikas Mehta

     

    Vikas MehtaWhen the IPL season is on, my evenings are booked. For two events. The match and the new commercials that accompany every new season. Actually, when I was asked to re-view them, I did a double-take as I would be re-viewing them anyways right through the season.

     

    But first some disclaimers. For those who do not agree with my re-view, I am not the target audience, as hardly any ad is targeted at 50-plus Tier 2 city resident! But those who agree with it must give the credit to my Gen Z daughter (my advisor for such re-views) as many ads nowadays seem to be targeted to them.

     

    Ok, forget the second disclaimer for this re-view. The new series of Dream 11 ads. I think they are actually targeted at the nostalgic millennium generation and even 50-plus like me. To me, Dream 11 has always captured the essence of gully cricket. And so does this new series. It’s about the fun of working in a team. And what has really worked for me is how this time all the star cricketers have seamlessly blend in as gully cricketers. The cricketers are so natural and so unstarry. And such skilled performances. Usually, the cricket stars cannot spare much time for such shoots, so they come across as uncomfortable or unprepared. But here, Messrs Dhawan, Dhoni, Sharma, Pandya appear so natural and part of the script. Plus, the choice of the background songs: nostalgic and so apt. I can review these ads just for the songs.

     

    And then you watch the same people, Messrs, Sharma, Hardik etc in the ad for Jio Fiber and you hope that this one should not be re-viewed. But I suspect many more such avatars with more stars will be reviewed before the season is over. I have always felt that Jio is a great product which has thrived inspite of its advertising. And, yes, my total sample size one, of Gen Z, also washes its hands off this ad.

     

    Now this is a new one. I had never heard of this brand before Upstock, no, Upstork, no, no… Upstox… no, yes, my Gen Z sample says yes. So, is this ad targeted to them? Irrespective, it’s a cliched one. So difficult, so easy routine (must be very difficult to do such ads). But I did like the escalator one. Three decades ago, when I first one to Heathrow, I faced a similar dilemma, albeit on a horizontal walkway. I did get my Gen Z audience giggling when she heard my travail. But the ad??

     

    The last IPL had ads from a new brand, Cred and they were noticed and created waves (Upstox, are you listening?) They used film stars whom Gen Z has hardly heard about and it reminded me of a term that I always associated with porn. Self-flagellation. I mean why would Messrs Bappi Lahiri, Anil Kapoor or Madhuri Dixit enjoy being portrayed as caricatures of themselves? But the brand was noticed. As was the message. Forget all song and dance, just remember a good product. Much was written about the ads and soon the brand and its purpose were well-recalled. Also, they did a nice tie-up of actually showcasing people who received 100% cashback on credit card bill by using Cred, across the matches. Jargon-speak: it was believable testimonials (another disclaimer: I did try Cred and paid a whopping bill through them… but guess I am destined only for GPay Rs 3-Rs 5 cashback). So, I deduced that the Cred strategy (sounds important) is free publicity and going viral (tip: going viral can never be strategy).

     

    I therefore did a double-take when I saw an ad with the cool Mr Rahul Dravid becoming the Monster Man. But what is the message? Our product is as unbelievable as Mr Dravid’s anger? And when I opened the local Hindi daily on Saturday morning (reminder: I live in a Tier-2 town in the Hindi belt), it had an article on Mr Dravid losing his cool. Guess viral as a strategy does work.

     

    If you liked this re-view, do share and like the article so that the editor allows me to do another review next week.

     

    Vikas Mehta is a former marketing communications professional who has worked in India and abroad on many local and MNC brands. Currently, based in Dehradoon, he has his own consultancy and is also associated with some B-schools. His views here are personal

  • To address 'organic social marketing' challenges for digital and content marketers

    Socxo brand advocacy platform launches Socxly social marketing tool

    By Our Staff

     

    Socxo, the Bengaluru-based brand advocacy platform, has announced the launch of Socxly, an organic social marketing platform of products.

     

    Speaking on the new product Socxly, Sudarsan Rao, Co-Founder and CEO, Socxo said: ‘We realized that content/social marketers were underutilizing the power of social media and were dependent on multiple tools to run their organic content posting on their social pages. Socxly is an attempt to offer a single point solution to marketers for all their ‘organic social marketing and campaign’ efforts and along with its core tool Socxo, to increase the value of their content marketing by further distributing/amplifying through trusted influencer/brand advocacy.”

     

  • The pitch process lasted around two months

    No KitKat break. Zenith retains massive Nestle media biz

    By Our Staff

     

    There are some who would’ve hoped that Nestlé  India would practise what the adline of its bestselling brand Kit Kat preaches: ‘Life Hai. Kit Kat break banta hai’. But no such break in its Media AOR relationship. The Publicis Groupe-owned media agency Zenith India has been retained as Nestle’s agency of record. The business, notes a communique, was won in a highly competitive multi-agency pitch which began in April this year.

     

    Zenith has been handling Nestlé’s media planning and buying business, across all segments since all of 17 years. It was appointed as the packaged goods company’s AoR back in 2005. The mandate includes the full range of duties – that’s offline media, online media, commerce, SEO and analytics.

     

    Said Jai Lala, CEO of Zenith India: “We are delighted that Nestlé has once again chosen us as their media partner and it’s a clear endorsement of our strong ROI approach and ability to deliver marketing excellence and innovation. The retention is testament to the rock-solid working relationship we share with Nestlé and indeed we are proud of the industry-leading work we’ve produced for them over the course of many years. Zenith has deep and inherent understanding of Nestlé’s business needs and the strategic direction of its brands. Our teams were able to demonstrate unique insights, integrated approaches and data-driven decision -making. We look forward to harnessing the best of our capabilities, talent, technology and partnerships and helping Nestlé build even more powerful consumer connections.”

     

  • Focuses on benefits of being a NeuPass member with an AirAsia Aviator badge

    Wunderman Thompson launches campaign for AirAsia

    By Our Staff

     

    AirAsia India has launched a 360-degree marketing campaign inviting flyers to become ‘Aviators’ and make the most of the benefits of the NeuPass rewards programm by Tata Neu. The campeaign is based on the insight that being a part of a family is a rewarding experience.

     

    Conceptualised by AirAsia India’s creative agency on record, Wunderman Thompson India, the campaign features three distinct films with quirky and heart-warming human stories that bring alive the joy of being part of a family.

     

    Speaking on the launch of the campaign, Siddhartha Butalia, Chief Marketing Officer, AirAsia India, said: “The NeuPass rewards program affords us the unique opportunity to redefine loyalty from the commoditised and transactional nature of traditional frequent flyer programs where individuals are defined by numbers, to a seamless and fulfilling experience of recognition and reward in every interaction. The campaign resonates the essence of what being part of a family is meant to be – a relationship of understanding, a feeling of fulfilment and an experience that is truly rewarding.”

     

    Added Priya Shivakumar, Senior National Creative Director, Wunderman Thompson: “We saw the launch of this unique rewards program and the wonderful benefits of becoming an Aviator with AirAsia India as an opportunity to communicate simple and endearing human stories with a touch of humour that bring alive the fact that close friends and family are the ones you can always count on. The campaign ties back seamlessly to the thought of ‘redeeming rewards from each member of the family’ which was the idea we set out to deliver. By doing this, we not only elevated the conversation, but also made it as personal and fulfilling as the rewards.”

     

     

  • To focus on scaling up marketing efforts

    Haldiram Snacks appoints Divya Batra as Head of Marketing

    By Our Staff

     

    Haldiram Snacks Pvt Ltd has onboarded Divya Batra as its head of marketing. Batra will focus on scaling up marketing efforts and launching new categories at Haldiram in her new role.

     

    Said Batra: “I am excited to start this new journey in my career. I am glad to be able to bring over 15 years of experience in strategising, planning, executing new product launches with consumer insights and driving up sales through online & offline brand campaigns, in store activations & consumer engagement programmes. Haldiram is a heritage brand in the F&B industry, and I am thrilled to lead its marketing strategy and operations,”

     

  • It will lend their expertise to all offline marketing collaterals Kurl-On Mattresses

    Pink Lemonade bags Kurl-On digital mandate

    By Our Staff

     

    Pink Lemonade Communications, an integrated marketing and communications agency, has signed up with Kurl-On Limited mattress manufacturing company as its  agency partner for digital marketing.

     

    Said Prashant Deshpande, Head – Brandcomm, Kurl-on: “We wanted an agency that would bring alive the spirit of the Kurl-On brand for the Indian digital audience and we made the right decision by choosing Pink Lemonade for the job. They have spent time understanding our brand language and imagery, and have successfully helped us reach out to our customer base in creative ways. They are aware about the type of content that will appeal to the younger audience as well as the older audience. Their work ethic and hands-on approach towards the project has made this partnership very successful for us. We look forward to a long-term working relationship with them.”

     

    Added Pink Lemonade’s Founder and Chief Storyteller, Tina Garg: “At Pink Lemonade, we do a deep dive into the clients that we work with to truly understand the character and persona of the brand. Through our comparative analysis and strategies, we are able to position the brand for impact.We believe this is one of the key reasons why our approach aligned with Kurl-on’s expectations. We are excited to work with a household name like Kurl-On, one of the largest players in the Indian mattress industry .”

     

  • The new campaign focuses on brand's ethos of 'no compromise'

    Kotex relaunches Overnight Period Panties

    By Our Staff

     

    Kotex, an American brand of menstrual hygiene products owned and managed by Kimberly-Clark, is relaunching in India Overnight Period Panties that gives unparalleled period protection on heavy flow nights.

     

    Said Saakshi Verma Menon, Marketing Director, Kimberly – Clark India: “As a brand, Kotex strives to work towards a world where a period never stands in the way of a girl’s progress. The Indian girl today, understands that periods are a natural process and openly wants to challenge any taboos or pre-existing negative biases that exist around it. We relaunch Kotex in India with the innovative and convenient Overnight Period Panties. As a woman I can vouch for how life changing this product is and I am thrilled to be able to launch this for the women in this country. Kotex overnight period panties offer women an unparalleled experience of a 360 degree leak free protection. For decades, women have been held back at night and periods have been a yet another reason for it . With the launch of this product, we encourage women to not let their period hold them back so they can own the night – in whatever way they choose to.”

     

    Added Tanuja Bhat, Sr. Executive Creative Director, Ogilvy India: “In a world that says that girls should be back home before night sets in, Kotex as a brand believes that confident, young girls can proclaim, ‘I own the night, I am the change’ and freely do as they please; be a professional gamer, a hula hooper, a night rider or simply take a rest night. The brand launch campaign challenges society’s regressive mindset and gives girls a powerful statement, an anthem that captures their unstoppable spirit as they set out into the world. The innovative product – Kotex Overnight Period Panties, challenges traditional formats and offers modern, superior period protection. Together, they bring alive the Kotex belief that ‘Periods should not come in the way of a woman’s progress’.”

     

     

  • To launch its maiden brand campaign

    Ganguly to promote Joyville by Shapoorji Housing

    By Our Staff

     

    Joyville, the housing platform of Shapoorji Pallonji Real Estate, is all set to launch its brand campaign with Sourav Ganguly as its brand ambassador.

     

    Said Sriram Mahadevan, MD, Joyville Shapoorji Housing: “We are glad to have onboarded Sourav, who is a household name across the country. He is known for his unique leadership, thriving passion, trust, and reliability. Thus, resonating strongly with the core attributes of our brand. All Joyville developments are an address where you are surrounded by people with drive to succeed and Sourav truly represents this spirit.”

     

    Added Parikshit Pawar, CMO, Joyville Shapoorji Housing: “Partnering with Dada is essentially a strategic move. He is recognized for his winning attitude, both on and off the field and is famously regarded as the catalyst of change for Indian cricket. This association between dada and Joyville by Shapoorji Pallonji, can be viewed as a coming together of two winners from their respective fields. Such a symbiotic brand fit is very rare to see.”

     

  • Themed 'Kiraye Se Azaadi'

    Signature Global real estate rolls out new TVCs

    By Our Staff

     

    Real esetate company Signature Global has launched a series of TVCs that touch upon the daily struggles of prospective homebuyers living in rented accommodations. The campaign has been created by Tree Design and produced and directed by SG Pictures.

     

    Talking about the new campaign, Pradeep Aggarwal, Chairman and Whole-time Director, Signature Global India Ltd. said: “Signature Global reiterates its core competency of ‘affordable housing’ with these short stories which target inspiring & first time home buyers. We are trying to showcase the daily struggles of tenants who are often badgered by their landlords but in an entertaining way. At Signature Global, we are always trying to deliver houses which can turn into beautiful homes with all necessary amenities for a family; with lovable families; away from the daily nagging of landlords. These TVCs effectively communicate this underlying idea. We are also extremely thankful to all the esteemed actors who have delivered the message beautifully.”

     

  • To leverage the brand

    Shahid Kapoor to promote Furo Sports Shoes

    By Our Staff

     

    Furo Sports Shoes has announced its collaboration with actor  Shahid Kapoor.

     

    Said Manoj Gyanchandani Managing Director, expressing his views on the collaboration: “We are extremely honoured to welcome Shahid Kapoor as the newest Furo family member. We couldn’t have asked for a better partner in2022 who comes with such high credible energy:

     

    Added Rahul Sharma, Marketing Head: “To continue leveraging our association both in mass media & digital platforms – Shahid would be part of our forthcoming Brand campaigns which are back-to-back linedup starting few weeks from now.“

     

  • The TVC conceptualised and executed by Taproot Dentsu

    Ayushmann Khurrana to promote Cipla’s Maxirich multivitamin

    By Our Staff

     

    Maxirich, the flagship multivitamin supplement brand of Cipla Health, in association with Taproot Dentsu, has launched a new television commercial, featuring its brand ambassador Ayushmann Khurrana. It is conceptualised and executed by Taproot Dentsu.

     

    Commenting on the new Maxirich TVC, Shivam Puri, CEO, Cipla Health said: “With Ayushmann, we have found the perfect fit for the brand as he exudes the qualities that the brand intends to deliver to our consumers. Through this commercial, our endeavour is to increase the adoption of multivitamins among the masses and make it a part of their daily diet. Maxirich Gold promises max energy & max immunity so that we are all ready for every challenge in life.”

     

    Added Abhishek Deshwal, Executive Creative Director, Taproot Dentsu: “The energy demonstrated by Ayushmann Khurrana in  the campaign feels truly infectious and aptly demonstrates how the world can be a better place when you are full of energy and noble intentions.”

     

     

  • Conceptualised and produced by agency EmotionalFulls

    Reliance-backed Fynd Platform launches ad campaign

    By Our Staff

     

    Reliance-owned startup Fynd has rolled out an ad titled ‘Retail ka Naya address!’ to promote the Fynd platform. The ad campaign is conceptualised and produced by agency EmotionalFulls.

     

    Said Ragini Varma, Growth Lead at Fynd Platform: “Covid-19 has made the traditional business method obsolete. It has opened the doors for embracing the digital route and online transactions. As a result, it became challenging for small retailers to continue their survival as they lacked resources, proper understanding, and knowledge for starting their business online. Witnessing such a backdrop, we have helped these retailers to start their online businesses to cater to the changing customer preferences with the right guidance and support. We have helped these brands undergo a digital transformation by solving various problems related to delivery assistance, payment gateway integration, data insights with tracking and analytics, etc. We have launched our latest ad campaign to further extend our support to businesses in need and urge them to integrate with us.”