MxMIndia

Category: MARKETING

  • The tagline goes: Har Family Hogi Insured’

    Policybazaar launches new campaign

    By Our Staff

     

    Policybazaar, one of India’s largest online insurance marketplaces, has unveiled its new tagline – ‘Har Family Hogi Insured’ .

     

    Said Yashish Dahiya, Co-Founder and Group CEO, Policybazaar.com said, “With our commitment to putting customers at the centre of our services, we have been able to successfully enhance the level of insurance awareness for our existing consumers. We want to take the insurance distribution and access to every nook and corner of the country. This refreshed brand commitment focuses on Tier 2 and 3 cities for advancing a higher level of awareness regarding insurance protection. The new tagline launch emphasises our aim to democratise insurance in India where each member of the household is insured.”

     

    Talking about the announcement, Sarbvir Singh, CEO, Policybazaar.com said, “Our focus has always been on improving India’s insurance penetration and casting a wider financial safety net for each family in the country. Our new tagline to ‘Har Family Hogi Insured’ strongly re-emphasizes the brand’s core values and focus. Customers in smaller towns and cities are now increasingly gravitating towards adequate insurance coverage. We are also seeing a steady shift in the business mix with 59 percent of our insurance business coming from non-tier 1 cities, up from 28 percent in FY17.”

     

  • The government has issuesd ‘Guidelines on Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022’

    Mr B, please note: Govt may slap Rs 5mn fine on habitual offenders from amongst celeb endorsers. Plus ban for 3 years

    By Our Staff

     

    The Central Consumer Protection Authority (CCPA) under the Department of Consumer Affairs of the Government of India has notified ‘Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022’ with an objective to curb misleading advertisements and protect the consumers, who may be exploited or affected by such advertisements.

     

    The guidelines seek to ensure that consumers are not being fooled with unsubstantiated claims, exaggerated promises, misinformation and false claims. Such advertisements violates various rights of consumers such as right to be informed, right to choose and right to be safeguarded against potentially unsafe products and services.

     

    The CCPA has been established under section 10 of the Consumer Protection Act, 2019 for regulating matters relating to violation of the rights of the consumers, unfair trade practices and false or misleading advertisements which are prejudicial to the interests of public and consumers and to promote, protect and enforce the rights of consumers as a class.

     

    In exercise of the powers conferred by section 18 of the Consumer Protection Act, 2019, to CCPA, the Guidelines were notified

     

    Misleading advertisement has already been defined under section 2(28) of the Consumer Protection Act, 2019.

     

    The present guidelines define “bait advertisement”, “surrogate advertisement” and clearly provides what constitutes as “free claim advertisements”.

     

    Keeping in view the sensitiveness and vulnerability of children and severe impact advertisements make on the younger minds, several preemptive provisions have been laid down on advertisements targeting children. Guidelines forbid advertisements from exaggerating the features of product or service in such manner as to lead children to have unrealistic expectations of such product or service and claim any health or nutritional claims or benefits without being adequately and scientifically substantiated by a recognised body. The guidelines say that ads targeting children shall not feature any personalities from the field of sports, music or cinema for products which under any law requires a health warning for such advertisement or cannot be purchased by children.

     

    Disclaimers in advertisements play a pivotal role from consumer perspective since in a way it limits the responsibility of the company. Therefore, guidelines stipulates that disclaimers shall not attempt to hide material information with respect to any claim made in such advertisement, the omission or absence of which is likely to make the advertisement deceptive or conceal its commercial intent and shall not attempt to correct a misleading claim made in an advertisement. Further, it provides that, a disclaimer shall be in the same language as the claim made in the advertisement and the font used in a disclaimer shall be the same as that used in the claim.

     

    Similarly, guidelines have been laid for duties of manufacturer, service provider, advertiser and advertising agency, due diligence to be carried out before endorsing and others. Guidelines aims to protect consumer’s interest through bringing in more transparency and clarity in the way advertisements are being published, so that, consumers are able to make informed decisions based on facts rather than false narratives and exaggerations.

     

    Penalty for violating the guidelines are also clearly outlined. CCPA can impose penalty of upto Rs 1 million on manufacturers, advertisers and endorsers for any misleading advertisements. For subsequent contraventions, CCPA may impose a penalty of upto Rs 5 million. The Authority can prohibit the endorser of a misleading advertisement from making any endorsement for upto one year and for subsequent contravention, prohibition can extend upto three years.

     

    The guidelines can be viewed at

    https://consumeraffairs.nic.in/sites/default/files/file-uploads/latestnews/CCPA%20Notification.pdf

    PS: So, why did we put Mr B in the headline. Well, he’s a favourite of our friend Kamla. Yes, Kamla’s Pasand 😉

     

  • To lead the entire marketing function of the company

    Vahdam Teas appoints Sneha Beriwal as CMO

    By Our Staff

     

    Vahdam Teas has appointed Sneha Beriwal as Chief Marketing Officer. She will lead the entire marketing function at Vahdam India globally and will report into the Founder/CEO Bala Sarda.

     

    Said Sarda: “I’m very excited to welcome Sneha to our team. She has joined VAHDAM at an exciting time of growth and brings a tremendous amount of marketing expertise with her. As Chief Marketing Officer, she will be leveraging her capacity for storytelling and brand building to help the company usher in the next level of growth.”

     

    Added Beriwal: “I am excited to partner in Bala Sarda’s vision of building a Global brand from India. Vahdam has all the ingredients ready for creating a very unique and compelling brand. The vision, the product and the ambition to create something global is a combination that’s unique to Vahdam, and that is what has excited me to join Vahdam. I want to use my experience in brand building, storytelling and focusing on the customer and contribute to this growing purpose led organization.”

     

  • Widens presence on Connected TV

    Qyou Media partners with OnePlus

    By Our Staff

     

    Qyou Media India has partnered with OnePlus, giving OnePlus TV users access to its IP channels – The Q, Q Marathi, The Q Kahaniyan and The Q Comedistaan.

     

    Commenting on amping up its digital footprint in India, Krishna Menon, Chief Operating Officer, QYOU Media India, said: “Connected TV platforms as a medium are witnessing an explosive growth in India. As a young entertainment brand, making digital-native content available for viewers on linear TV, provides us with an opportunity to open doors to millions of viewers and also give our content a place and platform of its own. We believe that as a disruptive and differentiated brand, expanding our digital footprints with major Connected TV platforms such as OnePlus TV will further bring us one step closer in becoming a holistic entertainment brand in India.”

     

    Added Navnit Nakra, OnePlus India CEO and Head of India region: “Providing a truly immersive and intelligent smart TV experience to our community, is the central focus of the OnePlus smart TV portfolio. We are thrilled to partner with QYOU Media, and this association will provide our community access to unique content curated by digital creators from across the region, further elevating the viewing experience for our users.”

     

  • The TVC is conceptualised and written by Shubhanshu Dwivedi, Apoorva Jain and Saurabh Kulkarni

    ‘Back to School’ with Milton

    By Our Staff

     

    Houseware brand Milton has released a new TVC for its Leak Lock lunch boxes from the Back to School range. The TVC is conceptualised and written by Shubhanshu Dwivedi, Apoorva Jain and Saurabh Kulkarni.

     

    Said Ajay Vaghani – Managing Director, Hamilton Housewares: “Over these 50 years, much has changed, but our philosophy ‘Kuch Naya Sochte Hain’ continues to guide us while solving our consumers’ everyday problems. Innovation and technology, pioneering breakthroughs and intuitiveness about consumers’ unsaid needs is what helps us develop products to make their lives easier. The TVC, in an endearing way, conveys Milton’s product offerings through the easing of a parent’s daily worries about her child.”

     

    Speaking on the new TVC, Saurabh Kulkarni, Group Creative Director, Ogilvy, added: “Kids will be kids. So, mothers always find solutions to suit their behaviour and lifestyle. And that’s also what Milton does best. Keenly observes human behaviour and designs for and around it. Perhaps that’s why they are relevant even after 50 years.”

     

     

  • The campaign is titled #HarThaliNutritionWali

    BL Agro launches campaign for ‘Nourish’

    By Our Staff

     

    Nourish, a food products company under the aegis of BL Agro, has recently launched a campaign #HarThaliNutritionWali, an initiative to promote better nutritional access to the people of the country.

     

    Said Ashish Khandelwal, Managing Director, BL Agro says, “the right to good nutrition should be considered as a human right by itself. We found that most people lack nutritious choices due to lack of awareness and the affordability factor. When we promise good nutrition, we also understand that there a socio-economic factor involved. Keeping this in mind, we have mapped a selected range of groceries that fulfil most nutrition checklists and have decided to reduce the price by 10-15% for better offerings. Through #HarThaliNutritionWali campaign, we hope to support the government’s mission of making nutrition accessible to every citizen.”

     

     

  • The campaign is titled #RacingHeartsSince1909 for the brand Vredestein

    Apollo Tyres mandates Mirum, announces new campaign for Vredestein

    By Our Staff

     

    Apollo Tyres has launched an awareness campaign for brand Vredestein in India, which is all set to get the Hearts Racing! Targeted towards the auto enthusiasts, the campaign aims to raise awareness on the superior performance and rich legacy of the Vredestein brand. The campaign is titled #RacingHeartsSince1909 and has been created by Mirum.

     

    Commenting on the awareness campaign, Satish Sharma, President, Asia Pacific, Middle East & Africa, Apollo Tyres Ltd, said: “Vredestein is synonymous with premium styling and ultra-high performance tyres. We are looking at promoting these qualities of the brand, along with its heritage and legacy, which is winning hearts of the consumers, through this campaign, which is being rolled out across mediums.”

     

    Added Arvind Nair, Director – North India, Mirum: “Our attempt with racing hearts was to bring forth the love for driving combined with the heritage of the brand. For a brand like Vredestein, we focused on the emotion and the legacy of performance that sets it apart for over a century.”

     

  • As the company’s brand and communication partner on record

    RR Kabel tilts towards Tilt

    By Our Staff

     

    The consumer business of RR Kabel has awarded its brand and communications mandate to Mumbai based Brand & Communications consultancy, Tilt Brand Solutions.

     

    Said Vivek Abrol, CEO – FMEG of RR Kabel:  “We are now moving into an expansion phase with the acquisition of the Luminous – Home Electrical Business. This now bolsters our product portfolio and vision to be a leading player in the FMEG category. We had worked closely with the Tilt team over the last few months on RR consumer brand and are thrilled to bring them on board now as a long term partner. With brand capabilities of team Tilt, and their all-in mindset and approach, we are excited to partner with them on our journey of building a meaningful branded portfolio in an ever-evolving category.”

     

    Added Rajiv Chatterjee, Co-founder & CBO, Tilt Brand Solutions: “It is indeed very encouraging for us that the consumer electrical business of RR Kabel has entrusted us to build their vast portfolio. We passionately believe in RR Kabel’s – FMEG  ambition and ability to be seen as a leader in this category, in terms of both, quality and understanding of the consumer; and we will bring to bear all that we have, to fulfil the rightful ambition of Vivek and the rest of the RR team”

     

  • The campaign has been created by Mogae Media

    Sonu Sood promotes Shyam Steel in new TVC

    By Our Staff

     

    Shyam Steel producers and manufacturers of primary TMT Bars launched their new TVC campaign featuring Sonu Sood.  It is the extension of Shyam Steel’s “Maksad Toh India Ko Banana Hai” campaign. The TVC campaign has been created by Mogae Media and is directed by Vaibhav Misra.

     

    Speaking on the TVC campaign launch, Lalit Beriwala, Director, Shyam Steel said: “The campaign narrative embodies the principle of what Shyam Steel stands as a brand. We at Shyam Steel aim to build the nation by assisting people in building their dreams. The TVC reflects the brand’s thought in connection with Sonu’s exemplary work in assisting people achieve their dreams. Through this campaign we are looking to establish a deeper connect with our target audience.”

     

    Added Harish Arora, Creative Director, Mogaé Media: “With Shyam Steel Flexi Strong TMT bars TVC, we’ve tried to ignite the dreams of millions of youth in this country. The youth of today is well prepared to reach the pinnacle of success in the new India.  And rest of the glory was added by the exceptionally polished actor and a great human being – Sonu Sood.”

     

  • Video features Anshu Mor, stand-up comedian and Manabu Yamazaki, President & CEO

    Canon India reaches to Gen Z in new campaign

    By Our Staff

     

    Canon India has launched a corporate campaign tilted ‘Big Smile with Canon’. As the company celebrates its 25th year milestone in India, its CEO is brand ambassador in the videos. The campaign comprises five episodes featuring Manabu Yamazaki, President and CEO, Canon India, and Anshu Mor, stand-up comedian and former senior business executive.

     

    Commenting on the launch, Yamazaki said: “I am thrilled to announce the launch of our latest campaign ‘Big Smile with Canon’, an endeavor from our side to spread big smiles amongst our audience and employees alike. With this campaign, we look forward to being recognised as a young brand that is constantly not only launching products in line with industry trends but also campaigns that are relevant and most importantly, relatable. We are sure that the messaging brought out with this series will hold the attention and help us build connection with the millennials, which will surely help position Canon as a brand that understands the pulse of Gen Z. It has been a memorable and fun experience for me working with a talented stand-up comedian like Mr. Anshu Mor, and I think it brought me even closer to the beautiful culture of India.”

     

    Added Mor: “As a creator, I am always on the lookout to create unique content, which is funny and relatable. This project is of special value to me as a former business professional who got to mix his love for stand-up comedy with the corporate beliefs of such a renowned imaging brand. Never have I interacted with a Japanese CEO before and that too in such an innovative format. It was indeed an extremely fun project to work on and it was an amazing experience to converse with Mr. Manabu Yamazaki and get exposed to his humorous side. During the shoot, I learnt about Canon’s culture and how they stay true to their motto of spreading ‘Big Smiles’ to their stakeholders. We have received some positive audience response so far and we hope the love keeps pouring for this series that we all put so much thought behind.”

     

  • Titled "Kalaiyon Ke Liye Kalakari"

    Senco rolls out campaign

    By Our Staff

     

    Senco Gold & Diamonds,  the jewellery retailer from Eastern India, has announced the roll-out of its new Bangle Utsav 2022 campaign titled #KalaiyonKeLiyeKalakari.

     

    Commenting on the occasion, Joita Sen, Director, Senco Gold & Diamonds said: “Our new campaign Kalaiyon Ke Liye Kalakari is a tribute to the infinite creativity and power of human hands. Our bangles are more than just ornaments; they are precious works of art, created by the hands of master artisans to adorn the hands of every woman. The new campaign is part of Bangle Utsav which is a celebration of womanhood with more than 100 exquisitely handcrafted designs in gold, diamond and platinum.”

     

     

  • It is conceptualised by Creativeland Asia

    Godrej Aer Matic’s new TVC

    By Our Staff

     

    Godrej Aer, the bathroom, car and home fragrance brand, unveiled its TVC campaign, ‘If rooms could talk’ for Godrej Aer Matic, an automatic fragrance diffuser variant.  It is conceptualised by Creativeland Asia.

     

    Speaking about the new campaign, Somasree Bose Awasthi, Chief Marketing Officer, Godrej Consumer Products Limited (India), said: “There’s nothing more relaxing than spending quality time with your family and fragrance plays a key role in uplifting the mood. Godrej aer matic’s fresh fragrance creates happy & relaxed family moments. This smart fragrance plans its day around yours and lets you create custom spray schedules like every 10, 20, or 40 minutes. The new TVC emphasises these key features of the product with the help of smart VFX making it more interesting for consumers to watch. There is also a smart matic version which is bluetooth enabled”

     

    Adds Anu Joseph, Chief Creative Officer, Creativeland Asia: “If rooms could talk” is a fertile space for a brand that has always been quirky in its communication. In this ad, we’ve pretty much demonstrated what would happen if objects in a living room were to actually prep themselves for a family movie night. Just the perfect stage for aer matic to make a grand entry and settle the chaos. A word on the actors, they were an absolute riot and wouldn’t stop talking.”