MxMIndia

Category: MARKETING

  • For its skincare brand

    Deconstruct partners Supari Studios on skincare myths

    By Our Staff

     

    Deconstruct, the skincare brand, has partnered with Supari Studios for its latest brand film.

     

    Said Sakshi Bhasin, Creative Lead, Supari Studios:“Working on the campaign with Deconstruct, we knew we had the unmissable chance to do something different and clutter breaking. Leaning into the brand’s philosophy around skincare, we decided to bring in an aspect of humour, and talk about the unsolicited advice and ever-changing trends that surround this industry. With the kind of experience our Director, Devika Chaturvedi brought to the table, we were able to add that exaggeration to the situations in the film and marry a skincare product with a humorous concept; a combination rarely seen in this space. As someone who has worked on a myriad of campaigns with beauty and skincare brands, this was the perfect opportunity to do something fresh and experimental”

     

    Added Malini Adapureddy, Founder, Deconstruct:“Since our childhood we have been provided with unsolicited advice from multiple sources, especially when it is skincare; But the new age knowledge economy consumer is changing & seeking their own information. Deconstruct aids them in this journey by providing well researched & simple information on the website, our product labels, our social media channels and helps them decide what is best. We want them to purchase on the basis of logic & science rather than trying to entice them with vague beauty results. Supari Studios helped us put this concept out in a succinct & relatable manner by using daily instances, which most of us must have gone through at least once in life. They pulled the entire project into execution in a crunched timeline and we are very happy to see our vision come to life beautifully in the video”.

     

  • Cricketer to share ideology of a holistic approach and innovation with the brand in technique and performance

    Suryakumar Yadav to endorse Pintola again

    By Our Staff

     

    Superfood brand Pintola has announced yet another collaboration with cricketer Suryakumar Yadav to endorse its range of nut butter and rice cake across platforms.

     

    Said Anand, owner of Pintola: “We are extremely thrilled to renew our faith with India’s renowned cricketer Suryakumar Yadav who is without a doubt fast emerging as the most consistent batter in the Indian cricket team off late, His innovative approach and pursuit for excellence riding on his unique ability to hit the ball to any corner of the grounds. He truly embodies the values of the brand, something that seamlessly resonates with the idea of Pintola, which is has a holistic range of nut butter and extends much in the future that poses an apt step towards touching the new realms of healthy eating and living.”

     

  • Dada teams up with Sunil Gavaskar to promote tech platform

    Sourav Ganguly to be brand ambassador of Actyv.ai

    By Our Staff

     

    Actyv.ai, a category creator in the enterprise SaaS with embedded B2B BNPL and insurance space, has signed up Sourav Ganguly as their brand ambassador. With this, Actyv.ai has two legendary cricketers endorsing the brand – Sunil Gavaskar and Sourav Ganguly.

     

    Commenting on this, Founder and Global CEO of Actyv.ai, Raghu Subramanian, said: “Sourav Ganguly is one of the most successful and greatest cricket captains that India has seen. He is known for nurturing talent and being fearless in decision-making. Dada personifies inspirational leadership and an unflinching commitment to win. We are inspired to imbibe these attributes as we grow actyv.ai to be a built-to-last company, recognized for its leadership, commitment and dependability. He further added, “In the last few months, we have seen huge traction for actyv.ai with Sunil Gavaskar as our brand ambassador and we intend to strengthen the advantage with another brand ambassador, Sourav Ganguly. We are excited to have him as part of the actyv.ai family”.

     

    Added Yash Daga, Director of KPRD Fiberboard Advertising: “Sourav Ganguly’s values, both as a cricketer and a leader, are recognized and appreciated by people across the world. actyv.ai is a category creator, transforming the B2B supply chain ecosystem with their embedded offerings. We take pride in bringing together actyv.ai and Dada.”

     

  • Campaign is conceptualised by Lowe Lintas Mumbai

    Bayer launches multivitamin Supradyn Immuno

    By Our Staff

     

    Supradyn Immuno+, the multivitamin brand Supradyn from Bayer, was recently launched through an innovative educational campaign. Conceived by Lowe Lintas, the campaign is rooted in the growing importance of immunity boosting in an age of new infections.

     

    Said Sandeep Verma, Country Head, India, Bayer Consumer Health Division: “The Covid-19 pandemic has caused consumers to reset their focus, making immunity key for every household. This presented a need for an authority to come in and help simplify and educate how people could ensure maximum immunity. The launch of Immuno+ marks an important milestone for Supradyn which in its six-decade-long rich legacy has been helping consumers make self-care more accessible.”

     

    Added Tasneem Ali, Executive Director, Lowe Lintas: “We are delighted to be a part of the launch of Supradyn’s Immuno+, a milestone, that brings to light a timely conversation around boosting immunity in a simple yet memorable form. Our take on the brief from get-go was to create a campaign that not only educates our audiences but also gives them a first-hand solution. The light-hearted film will make the consumer stop and reflect on ways to achieve 100% immunity confidence.”

     

  • Created by Posterscope, the location based marketing specialist

    Saif & Kareena feature in Pepperfry meme campaign

    By Our Staff

     

    Posterscope, the location based marketing specialist, location specialist agency from Dentsu India, has launched its latest OOH (out-of-home) campaign for Pepperfry. Titled, ‘A meme perfect experience’, the campaign is India’s first memevertisement on OOH. The campaign has turned brand ambassadors, Saif Ali Khan & Kareena Kapoor Khan into memes on OOH.

     

    Naveen Murali
    Naveen Murali

    Speaking on the campaign, Naveen Murali, Head of Marketing, Pepperfry said: “With Diwali right around the corner, we are back to opening up our homes to celebrations and hence, also setting up or upgrading our homes for this occasion. What Pepperfry offers is what the consumer of today seeks in their furniture shopping experience – the true omnichannel shopping experience. It offers the convenience of online shopping with endless choices and the possibility to experience the ones they wish to, up close at the walk-in studios. Outdoor as a medium needed to be treated differently and once the campaign creative was locked, Posterscope helped in crafting a perfect outdoor plan to break the clutter with innovative thinking and creative execution, backed by location-based intelligence.”

     

    Imtiyaz Vilatra
    Imtiyaz Vilatra

    Imtiyaz Vilatra, MD, Posterscope India added: “We got an opportunity to create INDIA’s FIRST OOH Meme campaign and left no stone unturned to create a high-impact campaign for the brand. The idea here remains to create buzz and drive talkability. With Diwali being a highly cluttered environment in OOH space, this MEME campaign truly broke that and made us stand out in minds of TG.”

     

  • Study sheds light on how TV audiences engage with streamed ads

    Samsung Ads & Verve table survey on response to ads on TV

    By Our Staff

     

    Samsung Ads India, the advertising division of Samsung Electronics, partnered with global market research agency Verve to survey a panel of 700 Smart TV users in India.  The research aimed to uncover advertising engagement across various TV platforms, including linear TV (cable) advertising supported video on demand (AVOD) and subscription based video on demand (SVOD) that are set to introduce ads as part of some subscription tiers.

     

    Said Prabhvir Sahmey, Senior Director, Samsung Ads India & South East Asia, of the report: “The Indian market demonstrates a high degree of receptiveness to ads shown to them on their TV screens. To maintain this momentum, it’s important for advertisers to understand the dynamic TV landscape and how audiences respond to differing  platforms so that ads can be delivered to the most appropriate audiences at the right moments. To keep high degrees of engagement, a data-driven approach to advertising will be critical so that brands continue to  reach the right audience with the most relevant message at the best time. ”

     

    According to the survey, 81% of Indian consumers are happy to watch ads on their TV screens in return for free content, according to a new study commissioned by Samsung Ads India.

     

    :: Relevancy of ads

    In addition to the vast majority of respondents who are willing to watch ads in exchange for free content, a similar amount (80%) claimed to be happy to watch ads if they featured content relevant to them.

    Respondents considered AVOD and SVOD services to be the best at delivering relevant ads with 63% and 64% of respondents agreeing, respectively. More than a third of Indians (38%) [LB1] who watch ads in full on AVOD find them to be engaging due to their length and relevance. The ads are perceived as shorter and therefore less disruptive to the viewing experience.

     

    :: Emotional response

    According to the research, over half of respondents in India demonstrated a positive emotional response to ads across all platforms. Both SVOD and AVOD generated the most positive emotions amongst audiences.

    SVOD prompted 63% of respondents to feel excited, whereas AVOD prompted 60% of respondents to feel the same emotion. Similarly, 64% of respondents thought SVOD ads were enjoyable and 62% considered AVOD ads to be enjoyable.

    These positive reactions help to explain why Indian respondents said they were more likely to take action in response to advertising on AVOD (64%), followed by SVOD (62%).

    This reflects how effectively streaming services have been at delivering ads to Indian audiences in OTT settings. Unlike in other markets, Indian audiences demonstrate little distinction between these services, with some SVOD services already offering an ad-supported tier. Whilst SVOD is a strong performer in India, there is consumer frustration that ads are being shown on paid subscription-based channels. Whereas in other markets, the introduction of ads to the streaming giants is still very much in its infancy.

     

    :: Trustworthiness of ads

    Just under two thirds (62%) of Indian respondents were likely to take action in response to an ad shown to them across all three platform types (AVOD, SVOD, and linear). This is likely a reflection of how highly this market trusts the ads which are delivered to them.

    More than 60% of respondents in the survey considered ads across platforms to be trustworthy. This is highest in an SVOD setting where two thirds (66%) of respondents trusted the ads. Similarly, 64% of Indians trust the ads they are shown in AVOD.

     

  • To create end-to-end media solutions for the business

    Omnicom wins mandate for Electrolux

    By Our Staff

     

    Omnicom Media Group (OMG) India has been appointed to manage the integrated media mandate for Electrolux. This will involve creating end-to-end media solutions for the business and accelerating its growth journey in the market.

     

    Notes a communique: “Team OMG will help Electrolux scale to new heights by drawing on its talent, strategic capabilities and data-driven approach; as the brand ramps up its proposition and presence in India to achieve sustainable growth.”

     

  • Created by TBWA India

    Manoj Bajpayee stars in brand film for ManipalCigna Health Insurance

    By Our Staff

     

    ManipalCigna Health Insurance Company Limited has launched a new brand film ‘Health Ki Keemat’ starring its brand ambassador Manoj Bajpayee. Through this brand film, ManipalCigna aims to reach out to potential buyers, seek deeper penetration into the market, and highlight the value propositions people can expect when buying health insurance from the expert. The film emphasizes the significance of ‘Expert Ki Suno, Sahi Chuno’ and highlights the importance of seeking an expert to simplify the choice, help choose the right health insurance plan to suit unique health needs, and to easily access quality healthcare.

     

    Speaking on the new brand film, Sapna Desai, Chief Marketing Officer, ManipalCigna Health Insurance said: “Our new brand film leverages the insight that while health insurance has today moved from a ‘grudge’ purchase to a ‘nudge’ purchase, there exists a knowledge gap and limited product understanding. We believe Health is priceless, and people who value their and their family’s health will trust an expert. Based on this insight, we have designed the new film, ‘Health Ki Keemat’. The story builds on the ‘real moments of health recovery’ to drive brand connect and affinity.  We have a new brand tagline, ‘Expert Ki Suno, Sahi Chuno’ to assure consumers that now they can count on the health insurance expert, ManipalCigna who understands the value of health and knows best how to protect it “

     

    Speaking on the new brand film, Parixit Bhattacharya, Managing Partner-Creative, TBWA India added: “We are delighted to partner ManipalCigna again, especially at this exciting juncture for the brand. The Health Ki Keemat brand film spotlights the need to choose an expert while considering health insurance. After all, what’s invaluable can only be trusted with experts. During the process of creating this film, we discovered that people who demanded the most out of their health insurance, preferred someone with the right expertise. This is a massive advantage for the business and speaks to the great values of the brand. So when Manoj Bajpai says “Jo health ki keemat jaante hain woh ManipalCigna Health Insurance ko maante hain”, he is speaking the truth.”

     

  • To endorse the Lotus Makeup Proedit and Ecostay range

    Vaani Kapoor to promote Lotus Makeup

    By Our Staff

     

    Lotus Herbals MakeUp, the vegan makeup brand, has appointed actress Vaani Kapoor as Brand Ambassador. As the face of the brand, Kapoor will appear in a multimedia campaign. During her two-year association with the brand, Vaani will endorse the Lotus Makeup Proedit and Ecostay range of daily usable vegan make-up.

     

    Commenting on the association, Nitin Passi, Chairman and Managing Director, Lotus Herbals, said: “We are delighted to have Vaani Kapoor endorse the Lotus makeup brand since she resonates with our brand’s commitment towards clean & non-toxic beauty. We launched Lotus Makeup in 2011 and were the first Indian vegan makeup brand to hit the market. Today’s discerning consumers are eco-conscious and are on the lookout for makeup products that provide safety, efficacy and ethical practices. The high-performance product offerings from Lotus makeup tick all the boxes and appeal to a wide spectrum of consumers who wish to use only natural products for their makeup regime.”

     

  • To appear in the upcoming Skechers Street campaign

    Kriti Sanon roped in as brand ambassador for Skechers

    By Our Staff

     

    Skechers India lifestyle footwear brand has roped in actress Kriti Sanon as brand ambassador. Sanon will be the face of the fashion and lifestyle categories for the brand and appear in the upcoming Skechers Street campaign-the brand’s trendy line of streetwear sneakers.

     

    Commenting on this association, Rahul Vira, CEO of Skechers South Asia said: “Skechers began operating in India sighting a huge potential in the footwear market ten years ago. Kriti is a fashion icon for young consumers, and her influence paired with Skechers’ aim to increase awareness about fashion without compromising on comfort, makes this association organic and effortless. With Kriti being the face of Skechers for the fashion and lifestyle category, we aim to widen our brand appeal and increase our reach throughout India.”

     

  • Films made by Viscomm Communications

    Tata Capital unveils brand campaign

    By Our Staff

     

    Tata Capital, the flagship financial services company of the Tata Group, has unveiled its integrated marketing campaign ‘Palak jhapkao, loan paao!’ to promote its various loan offerings. The campaign has a series of short films themed around digital and quick loans offered by Tata Capital.

     

    Speaking about the campaign, Abonty Banerjee, Chief Digital and Marketing Officer, Tata Capital, said: “Tata Capital’s latest campaign aims to resonate with our customers’ ever increasing needs for immediate solutions. Quick loans give our customers the opportunity to fulfil their needs for loans simply and swiftly. This campaign reinforces our customers belief that they can always #CountOnUs to fulfill their aspirations.”

     

    Added Ritika Grover, Director, Viscomm Communications: “We live in a time of instant and urgent! The campaign line “Palak Jhapkao, Loan Pao” captures the spirit of quick loans offered by Tata Capital. In the films, the protagonist’s real and urgent needs combined with the play of slow motion versus real time action is what we hope makes them attention grabbing. Our young team led by director Shachi Malhotra explored techniques to make the films creatively and visually unique.”

     

  • Highlights merchant-customer interactions, convenience and rewards

    Amazon Pay film to show ease of digital payments

    By Our Staff

     

    Amazon Pay, an online payments processing service owned by Amazon, unveiled the second leg of its digital campaign #AbHarDinHuaAasan to celebrate the way digital payments simplify lives. The campaign film portrays day-to-day instances where merchants experience the convenience of Amazon Pay.

     

    Speaking about the campaign, Vikas Bansal, Whole Time Director – Amazon Pay India said: “Our aim is to simplify lives and fulfil aspirations by solving the payments and financial needs of every Indian. We make digital payments trusted, convenient, fast and frictionless, and enable the widest choice of payment options for both our merchants and customers. Our continued focus is to empower SMBs and micro-merchants through payment tools and solutions which help enhance their digital payment experience across multiple customer touchpoints. #AbHarDinHuaAasan is our endeavor to raise awareness and further strengthens the need of adoption of digital payments and encourage every merchant, customer, old or young to transact seamlessly.”