MxMIndia

Category: MARKETING

  • To re-instate it as the go-to refresher drink while binging on OTT content

    Sprite partners OTTs in new campaign

    By Our Staff

     

    Sprite, the lemon and lime-flavoured beverage by Coca-Cola, has unveiled a new campaign to re-instate its positioning as the go-to refresher drink. The new campaign aims to connect with consumers by leveraging their passion point of watching OTT content – making Sprite their choice of beverage.

     

    Sprite has partnered with Amazon Prime Video and Voot for the campaign. In addition to this, the film features popular OTT and film stars Ali Fazal, Shweta Tripathi, and Divyendu Sharma. The advert contrasts the humorously exaggerated response of such over-heated characters with the calm, cooled-down mind after having a chilled Sprite.

     

    Commenting on the new campaign, Tish Condeno, Senior Director, Sparkling Flavours Category, Coca-Cola INSWA, said: “For over 20 years, Sprite has not only established itself as the undisputed youth brand, but has also been leading authentic, edgy, and urban conversations via its marketing efforts. Banking on the success of Sprite’s summer campaign “Thand Rakh”, our new film takes a quirky approach to showcase how a bottle of chilled Sprite is the perfect partner for all your unwinding occasions and weekends. The campaign portrays light-hearted banter to reiterate the brand’s core message of being the go-to refresher drink which instantly lightens one’s mood. We are thrilled to partner with some of India’s biggest OTT platforms and stars, who are sure to help us further enhance our consumer touchpoints and audience engagements.”

     

    Added Ritu Sharda, Chief Creative Officer, Ogilvy India (North): “Sprite is known to be the choice of refreshment that cools you when you lose your cool. Now with Friday Release, a new property that lets you win OTT subscriptions through Sprite bottles, we wanted to get India’s hottest heads to take the idea of Thand Rakh forward. The film pushes the ritual of watching content accompanied with a Sprite and what happens when someone comes in the way of you and your content. Rest assured, Sprite shows how to enjoy your content and stay chill no matter how heated the situation. Enjoy it with a chilled Sprite in your hand. And if something comes in the way, thand rakh!!”

     

  • Conceived by Mullen Lintas Delhi

    New campaign for Vadilal

    By Our Staff

     

    Vadilal Industries International Business has released a new campaign in the overseas market for its flagship ice creams range – Vadilal Ice Cream. Conceived by Mullen Lintas Delhi, the campaign, featuring brand ambassador Ranveer Singh, reiterates that ‘joy is to be lived in the now and any moment wasted is a moment lost’.

     

    Said Shreshth Jhawar, CEO, Vadilal Industries USA said, “Vadilal is one such iconic brand that has been loved across ages by Indians in the domestic Indian market and abroad alike. We have the widest and most colourful range of Indian ice creams available in the US and 40+ other markets around the globe.”

     

    Added Garima Khandelwal, CCO, Mullen Lintas: “You have to have it before it melts, that is an inherent thing about ice creams. We derived a life philosophy using exactly that as an analogy and who better to endorse it but Ranveer Singh, who embodies that, living each moment to the fullest, with absolute panache and exuberance. With this campaign we launched the brand’s tagline – “har moment ko right kar”. In fact, in all the brands Ranveer endorses, we have never seen him this way, dressed as a Cassatta. It was a great marriage with everything coming together, in complete Bollywood style to speak to the NRI audience, we are excited to see how this brand relationship now develops.”

     

  • To lead the 'Never Ordinary' campaign

    Bumrah to boost luggage brand Uppercase

    By Our Staff

     

    Acefour Accessories, a travel accessories company, has signed Jasprit Bumrah as brand ambassador for its brand ‘Uppercase’. Bumrah will lead the brand’s ‘Never Ordinary’ campaign.

     

    Talking about roping in Bumrah, Sudip Ghose, Founder & Managing Director Acefour Accessories said: “Our brand is young, dynamic, and never ordinary, just like Jasprit Bumrah. He is disciplined and has been performing consistently at the highest level, like our products. This makes him a perfect fit to represent uppercase luggage. We are looking forward to the Jasprit Bumrah magic to make an impact in the luggage industry with Uppercase.”

     

  • It is time for Indian brands to bid for relevance on the global stage, writes Ashoke Agarrwal

    Three Routes to Global Relevance for Indian Brands

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalIt is time for Indian brands to bid for relevance on the global stage. An extensive and high-growth domestic market can provide the ballast. Here are three ideas that can do the rest:

     

     

    • Leveraging India’s Soft Power: As of today, only the practice of yoga has leveraged this power. Though only as a generic brand. Is there enough juice left in the concept of yoga for an Indian consumer brand to parlay it into global prominence? Can the power of yoga go beyond the category of yoga studios and yoga mats? For example, can a fashion and personal accessories brand out of India based on the core material and design principles of yoga become a global player? Ayurveda is beginning to emerge on the world stage. While selling it as a branch of medicine worldwide is fraught with high resistance and many pitfalls, I think it has potential as a personal and health care platform. However, to go beyond appealing to a niche audience among the Indian diaspora and diehard Indophiles, a personal and health care brand based on Ayurveda will need to adapt and invest in scientific research and testing with a vengeance. L’Oreal and its sister brand Garnier won global leadership by combining the natural ingredients story with the pharmaceutical activation concept and by putting high-intensity marketing behind it. Companies like ITC and brands like Haldriram have successfully taken packaged food based on Indian cuisine to the global market. However, their success again has mainly been confined to the Indian diaspora. I believe there is excellent global scope for an Indian cuisine-based fast-food chain. The key here would be to crack the technology to deliver Indian cuisine at scale across geographies. Indian ethnic wear is the other area of potential.

     

     

    • Take The Leap Into Web 4.0:A lot of hype and capital has gone into the concept of Web 3.0 built around technologies like blockchains, cryptocurrencies, NFTs and metaverses. Most products and services based on the above ideas cater to the millennial mindset. However, marketers worldwide are beginning to realise that the mentality of the next generation of young – Gen Z – is very different and, in many cases, the antithesis of the Millennial mindset. Gen Z looks beyond self-fulfilment to ‘self-expansion’ – an experiencing of multiple identities by immersing oneself into the reality of various situations, communities and ways of being. In a way, the typical Gen Z will be a neo-hippie, unlike the Millennial who is a neo-yuppie. Tomorrow’s winners in the technology services and the content arena will be those that understand this mindset and cater to it. The core Indian ethos of subsuming the individual into a spiritual and community identity will appeal to this neo-hippie outlook. Combine this with India’s technology edge, and India could lead a Web 4.0 revolution to global leadership.

     

    • The ‘High-Quality Low-Cost’ Quadrant: The earlier Make in India initiative and current Production-Linked-Initiative (PLI) stimulate the B2B manufacturing sector and, to some extent, the consumer electronics sector, mainly smartphones. I believe there is excellent scope for India to attract global FMCG brands to make their products in India for the worldwide market. To attract top brands to India will need the removal of bottlenecks in the availability of quality ingredients and some reimagining of duty structures and tax incentives. The advantages of developing a ‘high-quality, low-cost’ ecosystem in India for global FMCG brands are many:

    » A boost to the agriculture sector

    » Mass employment prospects

    » Balance of trade improvement

    » Better quality products for the Indian consumer stimulate the Indian consumption economy, leading to a virtuous cycle.

     

  • Highlights fitness products in the apparel, cycles and home equipment range

    Supari Studios executes digital marketing campaign for Cultsport

    By Our Staff

     

    Cultsport, the sportswear shop, has launched a digital campaign Move, to promote its range of apparel, cycles and home equipment. Conceptualised by Leap digital agency and executed by content agency Supari Studios, the campaign aims to officially launch Cultsport and establish it as one of the finest fitness brands in the country.

     

    Said Prachita Pujari, Brand Marketing, Cult.fit: “With this campaign our goal was to launch cultsport and establish it as the number one fitness product brand with the categories its associated with and to tell people why we are the smarter choice. The three films focused on the three main sections cultsport has to offer. We are excited for everyone to see and imbibe the ‘Smart Move”

     

    Added Kalpit Damania, Lead – Creative Producer from Supari Studios: “This was our third collaboration with Cult and we really wanted to nail the essence of using these products in routine life. The biggest opportunity in this series of films was the cycling film as it gave us a much bigger canvas in terms of the narrative. We looked across India for scenic locations and we landed up on the picturesque lanes of Pondicherry. It was an experience unlike no other where we turned a lot of active roads into a playground. Whether it was the use of action-oriented rigs or just trying to execute this behemoth within three days of the shoot while running across the city, it was super fun and a surreal experience.”

     

  • Will oversee brand strategy and creatives for domestic and export markets

    Contract bags Haldiram’s mandates

    By Our Staff

     

    Contract Advertising has won the mandate for Haldiram’s, the popular brand for sweets and snacks. The account will be handled out of the Contract Mumbai office. The mandate includes brand strategy and creatives for the domestic and export market, and Retail/QSRs.

     

    Welcoming Contract Advertising to Haldiram’s, Pankaj Agarwal, Managing Director, said: “Haldiram’s has always been trusted for their quality offerings. As a key player in the snack, sweets, and restaurant sector, we are known to generate excitement amongst the consumers. We, as a brand, are constantly innovating and trying to raise our high-quality standards. To make consumers aware of our wide brand portfolio, we needed an advertising agency that understands our constant rise and the consumer’s changing mindsets. And that is why we are excited to partner with Contract Advertising to build effective marketing communications & reach new heights.”

     

    On the choice of Contract as the agency for Haldiram’s, Divya Batra, Marketing Head, added: “Over the years, Haldiram’s has expanded its range from Traditional Namkeens to Western Snacks, Frozen Snacks, Ready to Eat, Ready to Cook, Chocolates, and many more food categories. To communicate the same to our consumers, we needed an agency passionate about reaching and engaging with consumers impactfully. After an extensive process and multiple pitch rounds, we are exhilarated to partner with Contract. Together with the data & consumer insights approach, we target to build effective marketing communication and increase brand footprint.”

     

  • Creates mass awareness about the energy saving aspect of fan range

    Brand ambassador Rajkummar Rao in new campaign for Syska

    By Our Staff

     

    Syska group has unveiled its latest campaign featuring the brand ambassador Rajkummar Rao to introduce its new brushless direct current (BLDC) fans range. Conceptualized around the theme #SaveKiyaKya, the campaign showcases the latest range of technologically designed BLDC fans.

     

    Commenting on the campaign, Rajesh Uttamchandani, Director, Syska Group said: “Our newly launched range of BLDC fans are for consumers who yearn for products that save money and power without compromising on aesthetics, each of which is intrinsic to their lifestyle. With our latest range, we hope to go beyond the fundamental requirements of fans as an appliance by improving functionality and design so that our fans can effortlessly integrate into the daily lives of our consumers. With the campaign created with Rajkummar Rao, we hope to encourage brand recall and communicate Syska’s meaningful innovations.”

     

    Added Rahul Gupta, CEO & Creative Director, IBD India Pvt. Ltd. said “IBD found synergy in the core values that Raj appeals to and felt he is the right ambassador for a brand that is futuristic, in being a link in the health of the planet and yet being accessible to everyone. He is talented, versatile and widely-loved for his work. This segue of the brand, the artist, and the agency is creativity… by design.”

     

  • With Karishma Tanna and Shrishti Dixit

    Supertails kicks off TVC for annual The Swag Sale

    By Our Staff

     

    Supertails.com, a digital pet-care platform and veterinary services, has collaborated with influencers, Karishma Tanna and Shrishti Dixit to kick off their standalone yearly sale- The Swag Sale 2022. The ad films,  ideated by their in-house team and produced by Eipi Media.

     

    Speaking on the campaign, Vineet Khanna, Co-founder of Supertails said: “This sale event is geared to be our annual event- an event that is more than just a commercial ticket but really a time where we come together to truly celebrate our real Swag Masters- our pets in all their glory. They make our lives more fun, more spectacular, more endearing- it just makes sense to bring together an event where every pet parent can access the best of things for their pets.”

     

    Talking about the campaign Rohit Redi, Eipi Media added: “Bringing together campaign shoots is a tedious task but a pet care brand means animals on sets- shooting with these furry stressbusters was a riot that had everyone smiling. The campaign’s essence is also an interesting take in the market. Plus as a pet parent, it resonates to work with a brand that is laser focussed in making pet parenting enjoyable.”

     

  • Film features Super AMOLED display on Redmi Note 11 Series

    Xiaomi teams up with Anurag Kashyap and Vaani Kapoor for campaign

    By Our Staff

     

    Xiaomi smartphone brand has rolled out a new campaign #ScreenSahiTohSceneSahi that showcases the importance and impact of the Super AMOLED display on Redmi Note 11 Series. The campaign film released across social media platforms has been conceptualized by the ace director Anurag Kashyap and features renowned Bollywood actress Vaani Kapoor. The campaign video showcases the immersive viewing experience delivered by Redmi Note 11 Series Super AMOLED display.

     

    The campaign film has been created in collaboration with DDB Mudra with creatives by Sooraj R Pillai and Aditi Rao Saxena.

     

    A Xiaomi India spokesperson said:Display technology has taken center stage for smartphone users and continues to be one of the primary parameters in their purchase decisions. As India’s No. 1 smartphone and Smart TV brand, we take pride in the fact that we understand the user requirements. With the #ScreenSahiTohSceneSahi campaign, we want to educate our consumers on the benefits of superior display technology i.e. Super AMOLED display featured in the Redmi Note 11 series. We are excited to partner with master storyteller Mr. Anurag Kashyap and Bollywood actress Vaani Kapoor to narrate this with their new-age style of storytelling. We are optimistic that through this campaign we will be able to build a preference for a superior viewing experience with Redmi Note 11 series.”

     

    Commenting on this campaign, Sooraj R Pillai, Senior Creative Director, DDB Mudra said, “Content makers put their heart and soul into their craft. But, the way content is being consumed today has drastically changed. And that’s where we found an opportunity. The idea was just calling out a simple fact. That, when someone watches any content on a bad screen, they are not just doing a disservice to their own viewing experience. It’s also a disservice towards those who made them.”

     

     

  • Exhibits Maharshtrian-heritage inspired jewellery collection – Sankalp

    Kalyan Jewellers celebrates Ganesh Chaturthi with digital ad campaign

    By Our Staff

     

    Kalyan Jewellers celebrates the occasion of Ganesh Chaturthi (31 August) with the launch of its digital ad film, featuring regional brand ambassador for the state of Maharashtra – Pooja Sawant. The actor is seen wearing jewellery from Kalyan Jewellers’ Maharshtrian-heritage inspired jewellery collection – Sankalp.

     

    Paying ode to the true ‘Vighnaharta’ – Lord Ganesha, the ad film captures intricate details of the traditional rituals and customs practiced across households in India. The ad sequence themed around the occasion, features brand ambassador Pooja Sawant wearing a brautifully-crafted choker set from Kalyan Jewellers’ Sankalp Collection.

     

    As part of the festive offers, the jewellery brand has announced up to Rs. 10,000 off on every Rs. 1 lakh worth of diamond jewellery purchases*. Furthermore, Kalyan Jewellers will be giving away instant discount of up to Rs. 300 off per gram on making charges* as well as Rs. 50 more per gram on Old Gold Exchange*.  The jewellery brand has introduced the ‘Special Kalyan Gold Rate’ standardizing the price of gold across all Kalyan Jewellers’ showrooms in India, which is the lowest in the market. Customers can avail the exciting range of offers from across Kalyan Jewellers’ showrooms in India. The one-of-its-kind offers are valid until 30th September 2022.

     

     

  • Will manage strategic and creative initiatives for the airline

    L&K Saatchi & Saatchi partners with Akasa Air for launch

    By Our Staff

     

    Putting its strategic and creative might to the fore yet again, L&K Saatchi & Saatchi won the creative mandate of India’s newest and much-awaited airline brand, Akasa Air. As its creative partner, the agency will manage strategic and creative initiatives for the airline which include developing brand and tactical communication for above-the-line and below-the-line elements. It will also develop brand communication campaigns and creatives for launch and sustenance phases and be involved in designing brand identity applications across mediums.

     

    The account will be managed by the Mumbai office of the agency.

    Commenting on the association, Belson Coutinho Co-Founder and Chief Marketing & Experience Officer at Akasa Air said: “We are on a journey to build India’s most dependable and affordable airline that delivers warm, reliable and efficient service. Hence it is inevitable to have our communication strategy that complements both the brand promise and our actual delivery on ground. We want our brand communication to be authentic, drive creativity and innovation, and at the same time reflect our core value of empathy.”

     

    Sharing his views on how Akasa Air would power India’s growth engine, Paritosh Srivastava, CEO, L&K Saatchi & Saatchi said: “It’s literally a once-in-a-lifetime opportunity to launch an airline; it doesn’t get bigger than this. The experience of being a part of the core team at Akasa and going through the journey of the launch of something as massive and transformational for our country and people is truly humbling. Aviation is a tough business, and everyone involved has to bring their best game to the table. We will try everything in our power to contribute to Akasa’s success in the time to come. We believe we are not an agency for Akasa; we feel a sense of ownership, and treat this as our own business.”

     

  • TSBI has been appointed digital strategic partner for the pharma firm

    Small Big Idea bags Sandu Pharma mandate

    By Our Staff

     

    The Small Big Idea, the digital and social media marketing agency, has been appointed as the digital strategic partner for Sandu Pharmaceuticals.

     

    Speaking about the win, Manish Solanki, COO and Co-Founder, The Small Big Idea: “Ayurveda has always been a part of the Indian way of life and we are happy to be part of the digital journey of Sandu’s 123-year-old legacy. With the evolution of the healthcare and wellness sector, it is a great opportunity for us to bring to light Sandu Pharmaceuticals and the rich herbal products it offers. As part of the mandate, our task at hand is to create compelling Digital first stories on Social to help prospects understand and sample our products at the same time build a robust marketplace and e-commerce platform that engages and converts those prospects into loyal customers. Through this association, our endeavour would be to deliver result-oriented strategies across multiple platforms.”

     

    Added Shashank Sandu, Director, Sandu Pharmaceuticals: “We are extremely happy and excited to associate with a reputed agency like The Small Big Idea for our 360-degree brand communication and are confident that this association will help us build our brand presence digitally and strengthen it offline as well. The Small Big Idea’s data-driven insights and content-driven approach make them the perfect partner to manage our mandate. We are excited to have them on board and look forward to a fulfilling digital journey to deepen the engagement with our customers.”

     

    Ed: The Small Big Idea writes its name as The TheSmallBigIdea, with no space between Small, Big and Idea