MxMIndia

Category: MARKETING

  • Campaign concept and creation by Ogilvy Mumbai

    Cadbury 5 Star changes logo to Five Stars

    By Our Staff

     

    Cadbury 5 Star, the chocolate brand from Mondelez India, has taken its tagline ‘Do Nothing’, a notch higher. The brand has simplified its logo into a graphic of five stars. The campaign is created and conceptualised by Ogilvy Mumbai.

     

    Said Nitin Saini, Vice President – Marketing, Mondelez India: “With every subsequent Cadbury 5 Star campaign, we have strived to do something out of the box while shining a spotlight on the ‘Do Nothing’ proposition. As a youth centric brand, all our recent efforts were aimed to resonate with the current generation – from NothingCoin, to our Valentine’s Day alibi campaign ‘My Cousin’s Wedding’ campaign. Now with #5StarsEverywhere, the goal is to get consumers to engage with the brand in the most inventive way possible. By simply tweaking our logo, the brand has created waves by investing next to nothing on advertising and still gaining maximum eyeballs across almost every app. Steering away from the quintessential way of promotions, Cadbury 5 Star adds a fresh perspective by relaxing and leveraging the five-star review on the apps to spread the sweet message – Do Nothing.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Cadbury 5 Star believes in the philosophy of ‘Doing Nothing’. To solidify this idea in young minds, we conceptualized a smart hack with #5StarEverywhere. This is a disruptive, app takeover idea which maximises partnerships by ensuring that 5 Star’s brand logo integration happens effortlessly across apps which have a rating mechanism. In the festive season when brands bombard consumers with thousands of branded ads, we cleverly re-designed the 5 Star wrapper to mimic the ‘ratings’ section which are present across most apps and subliminally turned them into ads for 5 Star. So now anyone who sees an app rating page will think of Cadbury 5 Star. Yes, you will see a 5 Star literally everywhere. The list goes across platforms, service categories, languages, and countries. What adds to the fun, thanks to our ingenious idea, is that the brand will achieve to be literally everywhere and be part of fun conversations by doing nothing beyond the regular media budget.”

     

  • To appeal for language equality on the Internet

    Reverie Language Technologies launches campaign

    By Our Staff

     

    Reverie Language Technologies, a language technology service start-up, has launched a video campaign to raise awareness about India’s digital language divide. Reverie is bridging this gap with its state-of-the-art technology, powered by AI and ML, by providing all 22 official Indian languages with a presence on the Internet.

     

    Said Vivekananda Pani, Co-founder and Chief Technology Officer (CTO) at Reverie Language Technologies: “The video campaign is our humble effort to bring out that while the growth of the Indian Internet rides on our Indian-language literate digital citizens, the kind of Internet they deserve is a far cry. If we view the larger picture, the citizens are either categorized as browsers or ones that depend on OTP or QR verification, depriving them of the seamless Internet that English-literate citizens experience. Despite the massive strides India has made in the digital world, our native language literate citizens are still struggling to bridge the digital language divide and reap the benefits of the Internet and all it has to offer. Significant changes will not occur if languages on the Internet are not implemented through India-owned standards for our native languages. Through our campaign, we hope to build an equitable Internet for India.”

     

  • To amplify the growth and reach for the brand

    Puretech Digital bags mandate of DSP Mutual Fund

    By Our Staff

     

    Puretech Digital, the full-service digital agency based in Mumbai, has bagged the performance marketing mandate of DSP Mutual Fund. The agency will be handling digital media planning along with performance marketing for the brand. Additionally, the agency will focus on crafting effective and innovative solutions to amplify the growth and reach for the brand.

     

    Speaking on the new client win Kamaljit Saini, Senior Vice President, Puretech Digital said: “We are incredibly delighted to be associated with the DSP Mutual Fund Team. With our performance marketing abilities and strong data-driven approach, we look forward to creating new benchmarks in growth together.”

     

    Commenting on the association Manish Rathi, Vice President – Digital Business, DSP Mutual Fund added: “We believe Puretech Digital has strong expertise in the Digital Marketing space, and we are already seeing some promising early results. This association will help us innovate and creatively meet our business growth plans.”

     

  • To create end-to-end digital strategies for the skincare brand

    Filter Coffee wins Lacto Calamine mandate

    By Our Staff

     

    Filter Coffee Co., digital marketing and social media agency, has bagged the social media and production mandate for Piramal Pharma Limited’s skincare brand Lacto Calamine. Along with creating, managing, and executing end-to-end digital strategies, the agency will also be responsible for overall social content and product photoshoots.

     

    According to the Managing Director, Akash Mehrotra, Lacto Calamine: “Lacto Calamine has a wide range of oil control backed skincare solutions that cater to the needs of oily skin. The agency’s vision aligns very well with our approach and through this, we hope and look forward to keeping our audience engaged while creating an impactful shift on social media.”

     

    Anuja Deora, Founder, of Filter Coffee Co., added: “We are excited to be entering into a partnership with a brand like Lacto Calamine, which aims to create remarkable skincare solutions.” Our dedicated team at Filter Coffee Co aspires to achieve game-changing results. This will not only lay the foundation of a close partnership but will also give phenomenal results in the days to come.”

     

  • Teach for India, the onground partner to amplify the campaign

    Godrej launches New Age ABC on Children’s Day

    By Our Staff

     

    On the occasion of Children’s Day, Godrej Group introduced a new version of ABC song that’s contemporary. With a vision of replacing the traditional ABC with the new-age ABC, Godrej Group has tied up with Teach For India for an onground partnership.

     

    Speaking on the launch of the New ABC song, Tanya Dubash, Executive Director and Chief Brand Officer at the Godrej Group, said: “It is imperative that children learn and inculcate the right attitudes and habits at a tender age. Since Children’s Day is extra special for us at Godrej, we thought of gifting our kids with a song that will help them become better individuals tomorrow even as they learn the basics of the alphabet. The new ABC song will therefore be an appropriate introduction to learning for the children of today.

     

    Added Shaheen Mistri, CEO and Founder Trustee, Teach For India: “At Teach For India, we keep children at the centre of everything that we do. We want every child to reach their truest potential by giving them access to an excellent, reimagined education. With the new-age ABCDs, we can start to sow the seeds of what children can truly imagine for themselves, for others, and for India.”

     

    Said Anu Joseph, Co-Founder and Creative Vice Chairman at Creativeland Asia: “With so many things changing around us over the last couple of years, we thought kids should have a new set of things to remember and learn. Therefore, this new-age ABC song”.

     

  • Lives up to its promise of more fizz, more refreshing

    Salman Khan features in new Pepsi campaign film

    By Our Staff

     

    Pepsi launched its new film with actor Salman Khan.

     

    Speaking on the film, Saumya Rathor, Category Lead, Pepsi Cola, PepsiCo India, said: “Pepsi’s new campaign brings alive the philosophy of swag and refreshment with more fizz. This campaign is pivoted on driving trials while maintaining the brand’s quintessential irreverent challenger spirit. Working with Salman has been an absolute delight and we are sure all Pepsi lovers will enjoy his new swag avatar in the film.”

     

  • Demonstrates features of camera in stills and movies

    Canon launches film to unveil latest EOS R6 Mark II

    By Our Staff

     

    Canon India has launched a new digital film titled ‘Make it Dramagic’ to unveil its latest camera in the EOS R line-up, the EOS R6 Mark II.

     

    On the launch of the film, C Sukumaran, Senior Director, Consumer System Products, and Imaging Communication Business said: “At Canon, we believe in creating imaging solutions that push creative boundaries for photographers and filmmakers to capture the extraordinary. The digital film celebrates the spirit of ‘dramagic’ that can be brought to reality with our latest marvel- the EOS R6 Mark II. The futuristic build and advanced features of the EOS R6 Mark II with respect to image quality and post-production speed, make it an effortless fit across genres. We are of the utmost belief that India will be in as much awe of this new marvel and what it can do, as much as we at Canon are.”

     

  • To spearhead the marketing initiatives of the company across all passenger vehicles

    Ceat appoints Lakshminarayan B as CMO

    By Our Staff

     

    Tyres major Ceat Ltd has announced the appointment of Lakshmi Narayanan B as the Chief Marketing Officer of the company. In this role, Lakshminarayanan will spearhead the marketing initiatives of the company across all passenger vehicles, truck and bus in all markets.

     

    Commenting on the appointment, Arnab Banerjee, Chief Operating Officer at Ceat Tyres said: “We are extremely happy to welcome Lakshminarayanan onboard as our CMO. He is a highly experienced professional with a strong track record of building brands. His experience in the consumer marketing space as well as deep insights into the consumer psyche will play a pivotal role in shaping our marketing strategy and reinforce our position as a provider of Safe and Smart Mobility.”

     

    Added Lakshminarayanan: “I am excited to lead and drive new frontiers with Ceat Tyres. I have seen the evolution of the brand over years in both key OE manufacturers as well as consumers. CEAT has built interesting communication & invested smartly in the world of sports and I am committed to playing a big role in building on the great foundation that the company has laid in the automotive space. I see an opportunity in building the brand through seamless and superlative experience for our consumers and partners.”

     

  • Ayushmann Khurrana promotes Titan Eye+

    By Our Staff

     

    Titan Eye+ releases its latest campaign with brand ambassador Ayushmann Khurrana. Conceptualised by Ogilvy, the ad is devoid of voice-overs and dialogues and uses the signature Titan symphony to deliver the key messages.

     

    Commenting on the new campaign, Maneesh Krishnamurthy, Marketing Head EyeCare Division, Titan Company Ltd. said: “It is our ongoing effort to lead consumer conversation in the eyewear category that’s often dominated by price and discount. It is our perspective that Indian consumers are value-conscious and not merely price-conscious. Titan Eye+ provides great value for money with expertise in eye testing, care in recommending the correct solution and a wide choice starting Rs. 999 – making us India’s most trusted eyewear retailer with a 4.9 / 5 rating on google. That we could say all this, without uttering a single word makes this truly enjoyable.”

     

    Added Puneet Kapoor, Chief Creative Officer, Ogilvy South: “Brands like Titan Eye + that deliver consumer delight at all touchpoints, do generate a great word of mouth. And our very talented team on Titan Eye+ came up with the idea of what better expression for word of mouth, than whistling the beloved Titan tune. The idea had instant likability and took a lot of detailing and designing with the director, to deliver the message charmingly.”

     

  • Raises awareness about the impact of a protein-deficient diet

    Danone India launches campaign for Protinex

    By Our Staff

     

    Protinex, the nutrition drink and flagship brand of Danone India, has launched its new campaign. The campaign is a part of ‘The Protinex Protein Abhiyaan’, an endeavour to sensitize Indian adults across age groups on the integral role of protein in improving physical health and hence overall well-being.

     

    On the launch of the campaign, Sriram Padmanabhan, Marketing Director, Danone India said: “Being an Indian Parent is a full-time job. You cannot afford to take even a day off. With growing age and hectic schedule, maintaining adequate protein and nutrient intake becomes more and more critical. Through this campaign, we are trying to shed light on how inadequate protein intake can, not only have an impact on our life but also on our little ones.”

     

  • Joins hands with Udayan, a non-profit organisation

    SBI Life launches digital video to support education

    By Our Staff

     

    On Children’s Day, SBI Life released a digital video showcasing the importance of education in nurturing children to dream big. The company released a video of Mishti, an underprivileged child aspiring to be an astronaut, under its digital property #DilBacchaTohSabAcha. SBI Life has joined hands with Udayan, a non-profit organisation, to support education and holistic development of children belonging to leprosy affected families.

     

    Speaking about the campaign, Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life Insurance said: “While there have been advances in all spheres of medical sciences, leprosy continues to be a public health challenge across the country. This apart, individuals affected with leprosy and their families are subjected to societal discrimination as leprosy is still associated with a social stigma.  It is heart-wrenching to see the families of the affected suffer, especially the children who are not accepted in mainstream society. We believe education is a tool which can give the children an equal chance to live a normal life in mainstream society. Through our children’s day digital property, #DilBacchaTohSabAcha, we aim to highlight the importance of education in nurturing the young minds and our collaboration with Udayan, a non-profit organisation, to promote holistic development amongst the children belonging to leprosy affected families. The digital video through the story of Mishti; aims to emphasize on how education can help overcome social mind blocks, to help children dream big and spread their wings.”

     

    Commenting on the campaign, Sahil Shah, Managing Partner, WATConsult, added: “Dentsu has always worked on campaigns that bring about a positive change, and this year’s SBI Life’s Children’s Day campaign does just that. It has been planned to address the social stigma which is attached to people who are a part of the leprosy community. SBI Life’s #DilBacchaTohSabAccha campaign throws light on how every child’s dream needs utmost support from our end. In support of the big and small dreams of all these little powerhouses, it asks one simple question “Bade hokar kya banoge?” And to bring out the true essence of our thought, we have tried to show the regular life and dreams of the kids from Udayan, who have larger-than-life dreams, and we reaffirm their faith with our belief.”

     

  • Offers customers indigenously produced tiles

    Salman Khan promotes Somany Ceramics

    By Our Staff

     

    Somany Ceramics has launched a brand campaign ‘Zameen Se Judey’ with brand ambassador Salman Khan.

     

    Speaking on the occasion, Minal Somany, Brand Custodian, Somany Ceramics said: “Somany’s TVC empowers our brand, bridges luxury with a strong legacy and portrays simplicity, just like pioneer Indian actor, Salman Khan. Through our campaign ‘Zameen se Judey’ we aim to offer our customers affordable products with innovative designs to add glitz and glam to their homes. Further, she added, we will continue to produce contemporary products meeting international quality standards aligned with our customer’s demand.”