MxMIndia

Category: MARKETING

  • Captures the core essence of the festival

    Shoppers Stop ropes in Darshana Banik for Pujo campaign

    By Our Staff

     

    Shoppers Stop, the department store chain, is all set to celebrate Durga Puja with popular Bengali actor Darshana Banik with a digital campaign.

     

    Speaking on the campaign, Shwetal Basu, Customer Care Associate and Chief of Marketing & Communication at Shoppers Stop said: “It’s the time of the year that brings everyone together. Durga Puja is not just a festival but also a celebration of art, heritage and homecoming. After two years, everyone will be celebrating the festival with limited fear or restriction. Our film takes you through the journey of this celebration. It reminds you of the moments and simple rituals that you look forward to every year. ‘Aasche bochhor aasche ghure, chalo shaaji notun kore’

  • To lead their #MusclesMatter campaign

    Rahul Dravid partners with Abbott to launch new Ensure

    By Our Staff

     

    Abbott, the global healthcare company, has announced the launch of new Ensure with HMB – a new formulation to support Indians as they age. Rahul Dravid, will lead Abbott’s #MusclesMatter campaign, which increases awareness of the importance of muscles and addresses nutritional needs amongst adults

     

    Said Swati Dalal, general manager of Abbott’s nutrition business in India: ”Ageing is inevitable, but muscle loss and weakness doesn’t have to be. Muscle loss is the aging factor that’s rarely discussed, and few adults realise the impact our muscles have on our health as we age. Abbott has been pioneering research in science-based nutrition and by introducing the new Ensure with HMB, we hope to help Indian adults thrive.”

     

  • To scale up their advanced 5-zoned orthopedic range

    Alia Bhatt recommends Duroflex for ‘Real Sleep’

    By Our Staff

     

    Duroflex mattresses has unveiled two campaigns with brand ambassador Alia Bhatt to encourage individuals to invest in ‘Real Sleep’.

     

    Commenting on the new TVCs, Mohanraj Jagannivasan, CEO, Duroflex said: “Our mission is to make every Indian sleep better and we are constantly investing in research to offer superior sleep solution products for real quality sleep. This festive season, we want to guide consumers to make educated choices and invest in themselves with trusted sleep products to ensure they sleep well, stay healthy and celebrate wholeheartedly. Subsequently, the roll-out of the campaign will also witness a scale-up of our signature doctor-recommended Duropedic range.”

     

  • KFC's creative is simple and effective, writes Sanjeev Kotnala

    #AnythingForTaste

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaEvery brand has brand stories— some real and some crafted. The brand’s strategic and creative teams must identify the ones that can be explored and exploited. KFC Cape-town, South Africa, picked one and ran with the urban legend of a fake quality control inspector. Watch the final communication, and then we get to the story. KFC’s official Twitter account posted- The Taste… it’s all about the Taste, and after 50 years of licking it off your fingers, we’ve realised that some of you will do #AnythingForTheTaste. Don’t believe us? Watch this story based on real events.

     

     

    First, KFC released a press note declaring they would get to the urban legends’ roots. Setting up a private investigation to find one who has been posing as a fake food inspector, getting free KFC items. The story goes back to 2019- though not fully substantiated. “KFC plans to track down an alleged fake food inspector soliciting free food from KFC stores across South Africa.” It also led people to attempt pranking KFC in real life- completing the cycle. For example, Foktv and JTube became fake health inspectors to try to get free food but also try shutting down a fried chicken restaurant.

     

    Here is news on SouthAfrican.com and many other South Africa-based digital sites like Capetown covering the Press release.

     

     

    Beckett Mathunzi is hired as the chief investigator. A hotline is set up for the public to share tips and information. This one led to three creative, the Brief, The chase and the verdict. One could follow the detective developments at KFC South Africa.

     

     

     

    Net-Net

    It is noteworthy to see how the brand has picked up an urban legend and taken it to its somewhat logical conclusion. It is simple and highly focussed creative, taking you on a ride with the detective and the fake inspector. And watch how #AnthingForTaste and the #Fingerlicking have been smoothly weaved in. I love such simple, focused communication and storytelling.

     

    Meanwhile, here is another brand doing the same. Focussed storytelling, and where they take one aspect and go the whole way. The client and the creative understand that it is better not to be greedy and overload the communication. Here Samsung exploits the one chink in the competition’s armour- just when the competition makes its annual ritualistic statement of new products.

     

  • Mullen Lintas Bengaluru works out the brand's 'Dil Ki Suno' creatives

    Tata Tea Gold to inspire women in new campaign

    By Our Staff

     

    Tata Tea Gold, the marquee brand from Tata Tea’s diverse portfolio, has rolled out its latest campaign ‘Dil Ki Suno’. The campaign conceptualised by Mullen Lintas Bengaluru, captures the predicaments that are faced by today’s women in pursuit of choosing to listen to their minds or to their heart.

     

    Commenting on the Tata Tea Gold’s proposition of Dil ki Suno, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Tata Tea Gold has formed a strong proposition over the years to be the brand that encourages one to always listen to their heart. It may not always be an easy path but will help them charter their own track. As a brand we have been bringing alive ‘#DilKiSuno’ positioning with great pride and passion and will continue to bring to fore inspiring stories to stir consumers to tap into their inner voice and follow their own calling.”

     

    Commenting on the creative thought behind the campaign, Garima Khandelwal, Chief Creative Officer, Mullen Lintas added: “There is a tussle between the head and the heart, logic and magic, but it comes most in play in moments that can be life altering, and finding a moment to listen and weigh the implications to go out and follow the heart is the brand space. With this campaign we are celebrating real inspiring stories where that inner conflict was resolved and the dilemma was overcome to scale the heights, as a salute from the brand to celebrate going out to achieve your dreams, and elevate the thought of #DilKiSuno”

     

  • Featuring Bhojpuri actors Pawan Singh and Harshika Poonacha

    Shyam Steel launches new digital campaign

    By Our Staff

     

    Shyam Steel, producers and manufacturers of primary TMT Bars, launched its new digital campaign ‘Apna Ghar’ featuring Bhojpuri actors Pawan Singh and Harshika Poonacha. The campaign aims to create awareness about the solutions provided by the Shyam Steel Apna Ghar App amongst the individual home builders. The film will be promoted digitally with a specific focus on the Bihar, Jharkhand, Odisha and the north-eastern markets.

     

    Shyam Steel has signed Sonu Sood as their Build India Brand Ambassador. The brand is also associated with Virat Kohli and Anushka Sharma as the face of the company.

     

    Speaking on the campaign launch, Lalit Beriwala, Director, Shyam Steel said: “We have received an extremely positive response from our consumers on the Apna Ghar App. The campaign will help us in making the consumers aware on the Apna Ghar App and its benefits. Shyam Steel has always been in forefront with its consumer driven technology and innovation. The App will aim to address all the concerns of individual home builders and scale-up businesses of the dealers by way of opening newer market geographies. Shyam Steel Apna Ghar app will also be an added advantage for us to actively engage with our target audience and business partners.”

     

  • Campaign ropes in Ileana D’Cruz to highlight its skincare range

    Supari Studios promotes Mcaffeine Coffee Face Wash

    By Our Staff

     

    Supari Studios, the branded content vertical of new media network Kulfi Collective, has collaborated with Mcaffeine, a caffeinated D2C personal care brand. The content studio has crafted a digital film with actor Ileana D’Cruz as the face of Mcaffeine’s skincare category, and features the brand’s Coffee Face Wash.

     

    Commenting on the effort, Sakshi Bhasin, Creative Lead of Supari Studios said: “We were quite excited when Mcaffeine approached us to make a film for their coffee face wash, because they are a young, yet established brand willing to break away from the archetypal styles of a face wash commercials. Since Coffee is such a key ingredient in the product, we decided to draw parallels between the feeling you get after you have your first cup of coffee and washing your face with Mcaffeine Coffee face wash, to get that freshened up look and feeling. Having Ileana on board as the face of our campaign just made our jobs easier to achieve the tonality and aesthetic appeal we were gunning for.”

     

    Added Vaishali Gupta, Co-founder and Head of Marketing at Mcaffeine: “It was an enthralling experience working on our new Coffee Face Wash campaign with Supari Studios. What made it even better was the collaboration with Ileana D’cruz. Everything from celebrity onboarding to the final execution of the campaign was completed in a record time of 4 weeks. As a brand mCaffeine resonates with younger audiences and their emotional connect with Coffee. We needed an agency that could help us come up with a campaign that would do justice to our brand tonality and Supari Studios lived up to that expectation.”

     

  • Brings the Pujo campaign to life with a digital film #CroMaaAsche

    Croma rolls out new festive season campaign

    By Our Staff

     

    On the occasion of Durga Puja, electronics retailer Croma has released a digital film for its festive sale.

     

    Said Avijit Mitra, MD & CEO, Croma-Infiniti Retail Ltd: “At Croma, we are extremely upbeat about the upcoming Durga Pujo festival and expect strong double digit growth in line with the recent trend in the rest of the country that we enjoyed in the Independence Day and Onam sales. Clearly, our customers are upgrading to better gadgets in all our stores across the country. We have curated exceptional offers and exciting gadgets, and we will try our utmost to deliver a delightful experience to our customers in the Durga Pujo Sale.”

     

  • Features in new TVC conceptualised by Creativeland Asia

    Madhuri is brand ambassador for Godrej Magic Handwash

    By Our Staff

     

    Godrej Magic, the personal and home hygiene brand from Godrej Consumer Products Ltd (GCPL), has announced that actor Madhuri Dixit is the brand ambassador for its Godrej Magic Handwash powder-to-liquid handwash. The brand also launched a new TVC conceptualised by Creativeland Asia that showcases Madhuri highlighting the features of this sustainably viable hygiene product.

     

    Speaking about this association, Somashree Bose, Chief Marketing Officer, Godrej Consumer Products Limited said: “Godrej Magic Handwash is a first-of-its-kind product that is a leap in innovation and sustainability in hygiene category. This product has made adopting a hygienic lifestyle easy, affordable, and fun. Godrej Magic has already taken over 1/5th of the Indian handwash market by volume. We are delighted to have Madhuri Dixit onboard the Magic brand for the journey ahead.  This brand affiliation with Madhuri will further help us penetrate deeper into the Indian market creating accessibility and promoting a germ-free India.”

     

  • Film conceptualised by Ogilvy

    Thums Up unveils campaign for ICC Men’s T20 World Cup

    By Our Staff

     

    With the ICC T20 Men’s World Cup just around the corner, Thums Up has unveiled a new ‘StumpCam’ campaign to provide audiences with exclusive access to match footage and content. Thums Up will be adopting a digital-first, multi-tech marketing approach to drive consumer engagement for the content-led campaign.

     

    The campaign film which has been conceptualised by Ogilvy, features cricketers Jasprit Bumrah, Umran Malik, and Brett Lee. After each World Cup match, the Stump Cam video of ‘Toofani’ cricketing moments will be accessible to viewers by scanning a QR code on the Thums Up bottle.

     

    Commenting on the new campaign, Arnab Roy, Vice President & Head-Marketing, Coca-Cola India & Southwest Asia, said: “Cricket is a shared passion which connects billions of fans across genders, generations, and cultures. We are always finding innovative ways to activate passion points like cricket and especially the ICC T20 World Cup. Thums Up’s “Stump Cam” will offer audiences the most ‘Toofani’ view of key moments of the tournament – leveraging the Stump Cam footage was a disruptive opportunity that would bring to fans a complete new way of experiencing the game. We are elated to have on board with us India’s lead bowler and star Jasprit Bumrah, who is an indispensable asset for the Indian team; Umran Malik, who is touted as the fastest bowler in the country today; and one of the legends of the game, Brett Lee. This is the first time we are doing a content-led campaign, voiced by cricketing stalwarts like Harsha Bhogle”.

     

    Sukesh Nayak, Chief Creative Officer, Ogilvy India added: “Thums Up’s ‘Stump Cam’ is the most daring end-to-end experience idea. It’s the most Toofani, the closest possible view of the ICC T20 Men’s World Cup. And the ticket for this is the Thums Up bottle. We are proud to conceptualise and execute this end-to-end engagement idea in partnership with some incredible partners from the world of content. #WicketSeCricket campaign is an invitation for every Thums Up drinker to experience a Toofan he or she hasn’t had so far.”

     

  • Ad conceptualised and created in partnership with Khushi Advertising

    OnePlus brings immersive 4DX ad with PVR Cinemas

    By Our Staff

     

    PVR Cinemas partners with OnePlus mobile technology brand to unveil its latest flagship smartphone the OnePlus 10T 5G through a specially developed multi-sensory commercial using 4-dimensional effects that would be screened in all PVR 4DX cinemas. This is India’s first immersive 4DX Ad made in partnership with PVR Cinemas using all the effects of 4DX for a higher brand recall among consumers. This unique media activity was conceptualised and created in partnership with Khushi Advertising. The ad will be released in PVR’s premium format of 4DX in its 19 audis located across 12 cities.

     

    Commenting on the announcement, Gautam Dutta, CEO, PVR Limited said: “PVR as a leader believes in redefining experiences and setting new benchmarks for both cinema goers as well as our advertising partners. The 4DX ad commercial introduced for the first time by PVR is a testimony to this vision. Advertising has evolved over the year with clients exploring new ways to reach their audiences. 4DX will offer clients and their agencies limitless scope to portray a great story of the brand and make content customized to this technology to create a lasting impact on the consumer’s mind.”

     

    On the sideline of the launch of its first 4DX ad in cinema, Saurabh Kapoor, Director of Category & Brand Management, OnePlus India, added: “At OnePlus, our community remains core to all our efforts. We wanted to offer our community with a unique, refreshing experience when they were to visit the cinemas. This led us to create the first of its kind 4DX cinema ad in India, in collaboration with our valuable partner, PVR Cinemas. Featuring our newly launched flagship device OnePlus 10T, the industry-first OnePlus 4DX cinema ad offers an enticing sensorial experience. And we are confident that our community of users and cinephiles will truly enjoy this unique viewing experience as a result of our fruitful partnership with PVR Cinemas.”

     

  • To scale up their advanced 5-zoned orthopedic range

    Alia Bhatt recommends Duroflex for ‘Real Sleep’

    By Our Staff

     

    Duroflex mattresses unveil two campaigns with brand ambassador Alia Bhatt to encourage individuals to invest in ‘Real Sleep’. The TVCs reinforce the message that Duroflex is a sleep solutions provider with technology and offerings exclusive to the brand. Their advanced 5-zoned orthopedic range provides differentiated support for the five zones of the body.

     

    Commenting on the new TVCs, Mohanraj Jagannivasan, CEO, Duroflex said: “Our mission is to make every Indian sleep better and we are constantly investing in research to offer superior sleep solution products for real quality sleep. This festive season, we want to guide consumers to make educated choices and invest in themselves with trusted sleep products to ensure they sleep well, stay healthy and celebrate wholeheartedly. Subsequently, the roll-out of the campaign will also witness a scale-up of our signature doctor-recommended Duropedic range.”