MxMIndia

Category: MARKETING

  • After a long-standing association of 16 years with Slice

    Katrina Kaif moves to PepsiCo’s Aquafina from Slice

    By Our Staff

     

    Katrina Kaif is the new brand ambassador of Aquafina bottled water produced by PepsiCo India. She moves to new brand after a long-standing association of 16 years with the company’s Slice Mango Drink.

     

    Anuj Goyal, Associate Director, Tropicana and Slice, PepsiCo India said: “Goes without saying, Slice will always remind us of Katrina, who has been a wonderful face for the brand for over the last 16 years. The campaigns that we have created together will go down in history and always remind the consumers of the indulgence of mangoes.”

     

  • Film highlights 'magical powers' of the brand

    Sideways launches Pidilite WD-40 Car care Spray

    By Our Staff

     

    Pidilite Industries Limited, an adhesives manufacturing company, has launched a campaign for its new product, WD-40, a multipurpose car care spray. The brand film, conceptualized by Sideways branding and creative agency, highlights the diverse capabilities of WD-40, a product that can remove rust, open jammed locks and silence squeaky door hinges, among others.

     

    Said Sideways’ Co-Founder Abhijit Avasthi: “WD-40 is an iconic product with magical powers with a million use cases. I believe it should be in every household. With this film we are hoping to build an endearing fun personality for the brand which will help increase its adoption.”

     

    Added Nilay Moonje and Sameer Sojwal, Executive Creative Directors and Creative Heads at Sideways: “Any brief from Pidilite comes with an opportunity and a responsibility to do only the most amazing advertising. Such is the client relationship and our own expectation. While we joked about some completely useless ideas, we stumbled upon a thought, ‘What if a guy wants to get out of jail but can’t because of the rusted door? Then he won’t need the key, would he?’ And one ridiculous thought led to the next.”

     

    Gautam Suri – President, Sales and Marketing, Consumer Products at Pidilite Industries said: “WD-40 is an iconic global brand. Seeing is truly believing as using the product once will ensureit is used again and again. There are over 2000+ applications and it is our endeavor to have one can in every household so our consumers discover the myriad uses of this miracle product. WD-40 works wonders, inspiring confidence and empowering people to solve problems and get the job done right.”

     

  • To promote 'Verified Smart Homes'

    Nahar Group unveils its new brand campaign

    By Our Staff

     

    Nahar Group, Mumbai’s real estate builders and developers, has unveiled a new brand campaign for its project Amaryllis Towers and Plaza at Chandivali, Powai. It has positioned it as ‘Smart Homes for Smart People’.

     

    Speaking about the new project Manju Yagnik, Vice-Chairperson of Nahar Group & Sr. Vice President, NAREDCO- Maharashtra said: “Nahar Group’s mission is to construct landmark projects for consumers that provide a perfect and self-sustaining living environment. Amaryllis Towers provides homes with ample space designed to optimise the layout, a well-connected location and state-of-the-art amenities. As customers continue to embrace a digital lifestyle, a surge in demand for smart home accessories is only to be expected.”

     

  • To promote nutrition brand Nutrilite

    L&K Saatchi & Saatchi partners with Amway

    By Our Staff

     

    Amway India, direct selling FMCG company, launches campaign featuring brand ambassador Olympian weightlifter Saikhom Mirabai Chanu. The campaign reiterates the brand’s continuous efforts towards focusing on fuelling one’s passion with adequate nutrition support to achieve excellence.

     

    Talking about the campaign, Ajay Khanna, CMO, Amway India said: “Amway has always held a distinctive and compelling approach to driving forward its vision to make India healthier. In line with this, we are thrilled to announce our new campaign- ‘Passion ko do Poshan’, that personifies the essence of our nutrition and wellness brand, Nutrilite, the world’s No.1 selling vitamins and dietary supplements[1], which brings together the best of nature and the best of science. As people focus on excelling in their passion areas, they often miss out on providing their bodies with the nutrition, which acts as fuel in their journey towards their goals. This campaign reflects how people’s passion is synonymous with their identity, and, along with a proper diet, Nutrilite provides them with the required nutrition support. Through our flagship brand, Nutrilite, which offers bestselling products such as Nutrilite All Plant Protein powder, Nutrilite Daily, Nutrilite Salmon Omega – 3 and Nutrilite Cal Mag D Plus, we inspire people to keep pushing their boundaries every day. We have extended our partnership with Mirabai Chanu, which I am sure will continue to help us champion our commitment towards the health-conscious Indians, driven by passion, to level up their nutrition to accomplish their dreams. We are elated to see the vivid response across India that our initiatives have received.”

     

    Added Rohit Malkani, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi: “We partnered with Amway to start a powerful conversation, encouraging people to ‘feed their passion’ and promote the role of nutrition through Nutrilite, as a partner in their journey to achieve excellence in their area of passion.”

     

  • Film conceptualised by DigiStreet agency

    Sirca Paints unveils festive brand campaign

    By Our Staff

     

    Sirca Paints India Limited launches a new brand campaign for the festive season. The 360-degree digital campaign was conceptualised by DigiStreet digital marketing agency.

     

    Apoorv Agarwal , Joint Managing Director, Sirca said: “Since its inception, Sirca India is synonymous with premium décor and imparting quality experience, catering to the niche that it serves. The idea behind this campaign was to make Sirca an essential part of people’s celebrations as we truly autograph it with our best-in-class products, services, and the value we add to upgrade their quality of life. I believe it has surely spoken to the heart of its viewers, hence, translating the message that we intended to deliver.”

     

    Added Darpan Sharma, CEO and Strategist of DigiStreet digital marketing agency: “The film is about creating a connection with the audience during an important festive occasion for the category, since the brand has roots in Italy. However, we wanted to bring forth core modern Indian sensibilities and lifestyle. As a result, the team decided on the film’s overall look during concept development, elevating the style because that is important for the brand, creating a connection through surprise, showcasing the product through visual narrative, and ultimately showing the celebration between couple while placing Sirca as an integral, lifestyle and home decor need.”

     

  • Launches its first ad campaign

    Hrithik Roshan endorses Probus Insurance Broker

    By Our Staff

     

    Probus Insurance Broker, Insurtech company, has launched its first digital ad campaign with their brand ambassador, Hrithik Roshan. The campaign ‘Aapka Saathi, Aapka Saarthi’ was launched via its TVC.

     

    Speaking about the newly launched campaign, Rakesh Goyal – Managing Director, Probus said: “Watching our dreams, the seeds of which were sown over a decade ago has finally come alive and it’s been an emotional moment for all of us at Probus. We are overwhelmed and this campaign is dedicated to every partner and team member who made this day possible. In our ten-year history, this is the first time we have spent on an ad campaign. Our core team has remained the same since our inception and we only grew by word of mouth so far, thanks to our loyal customers. We have worked very hard to be a profitable company, especially through the pandemic. We are only the second company in India, in the insurtech space to receive FDI inflow from a globally renowned European Impact Fund set up by an initiative of the United Nations. Moreover, 60 % of our decision-makers and more than 45% of employees at Probus are women, which is reflected in the ad too with a woman PosP”

     

  • To improve health insurance perception among millennials

    Digit Insurance launches new YouTube series

    By Our Staff

     

    Go Digit General Insurance, a general insurance company, has released a new series on YouTube named ‘Simply Put’. The series will focus on simplifying complex financial decision making, including insurance, using pop-culture references, memes, data visualizations and more.

     

    Commenting on the newly-launched YouTube series, Tanya Marwah, Vice President and Head – Brand Marketing, Digit Insurance said: “The ‘Simply Put’ series is one of our latest conquests towards making insurance simple. Tackling inherent biases, doubting the real value of health cover or thinking of insurance through different life stages is something we have all done at some point in time. The series will demystify these complex ideas, albeit through simple and easy-to-understand references, all in a fun narrative that people would hopefully love watching.”

     

     

  • To handle creative strategy and execution for the Indian market

    BBDO India wins communications mandate of Jack Daniel’s whiskey

    By Our Staff

     

    Jack Daniel’s Tennessee Whiskey appoints BBDO India as its integrated communications agency for the Indian market. As part of the mandate, BBDO India will be responsible for handling creative strategy and execution for the Indian market and localization of global campaigns, apart from managing social, packaging, retail design and mainline creative functions in India for Jack Daniel’s.

     

    Speaking on the new partnership, Vinay Joshi, Marketing Manager – Indian Subcontinent and Maldives at Brown-Forman said: “We are very excited to partner with BBDO India as our integrated communications agency on Jack Daniel’s for India, which is a very important market for the brand. We are sure BBDO India will add immense value through its energy and creativity and help the brand to build meaningful difference with consumers even more effectively and consolidate its position as the largest selling American whiskey in the country.”

     

    Nikhil Mahajan, Chief Growth Officer, BBDO India added: “We are delighted to be associated with Brown-Forman and are super excited to handle Jack Daniel’s, one of the most iconic brands in the world. The bold and unpretentious values Jack Daniel’s exhibits have always led to great communication over the years and as the brand treads on the growth path in the India market, we look forward to working with the visionary brand team to create more such iconic pieces of content and strategy.”

     

  • Famous Innovations agency helped bring alive the campaign

    Platinum Evara collaborates with 3 young women influencers

    By Our Staff

     

    Platinum Evara jewellery collaborates with three young women influencers to roll out its new campaign. It has also partnered with lifestyle magazine Grazia.  The first piece of content features Yohani, the Sri Lankan singer and songwriter, the second stars South Indian actress Mrinalini Ravi, the third video in the series features actor and model Aisha Ahmed.

     

    Speaking on this campaign, Sujala Martis, Consumer Marketing Director, PGI- India said: “Platinum EVARA has always stood for a celebration of womanhood. Through this campaign, we wanted to strike a chord with today’s younger women who value authenticity & being true to who they are as individuals. They desire the freedom to live from the heart & revel in their independence. For them, self-acceptance, self-growth & self-love are all critical aspects of embracing who they are unabashedly. Jewellery to them is an emotion, it represents their style and individuality.”

     

    Tenzin Wangdi, Creative Director, Famous Innovations who helped shape this campaign added: “The joy of being a woman is something that’s meant to be celebrated. And that’s what the campaign is all about. #FromMyPOV marks the desire and free will of young women today who know that their biggest victory is in being themselves, unapologetically. In this campaign, we get up close and personal with the three influencers and hear what they have to say, in their own fabulously feminine style.”

     

  • Conceptualized by Talented & produced by Lucifer Circus

    Britannia launches campaign for new NutriChoice Herbs & Seeds Cookies

    By Our Staff

     

    Britannia unveils a campaign to launch its new NutriChoice Herbs & Seeds Cookies. The brand film has been conceptualised by Talented, an independent creative agency, and produced by Lucifer Circus, a Mumbai-based production house.

     

    Said Amit Doshi, Chief Marketing Officer at Britannia Industries Limited: “The NutriChoice portfolio has grown over the years by actively responding to changing consumer expectations around healthy snacking. The effort is to identify good-for-you ingredients through the convenience and taste of a cookie. It’s the reason we launched NutriChoice Diabetic Friendly Essentials Oats and Ragi cookies, and more recently cookies with 20% Protein. Our latest cookie launches are NutriChoice Seeds & NutriChoice Herbs – with the power of 5 Seeds & 5 Herbs. Playing up the ingredient story was essential – and I’m glad we found a truly entertaining way.”

     

    Added PG Aditiya – Co Founder & CCO, Talented: “These seeds & herbs haven’t belonged together in a cookie – they’ve been in shampoos, cough drinks and sambar, all independently. It’s for the benefit of you, the consumer that they’ve come together – leaving the baggage of their ‘old jobs’. For your immunity. For your convenience. Shout out to our director – Shayak Roy – whose vision brought this film (and each of its ingredients) to life. I have never relied purely on a director’s instinct as much as I did for this launch.”

     

    Shayak Roy, Director, Lucifer Circus said: “I love the way PG and the team at Talented drafted the script. Casting was key. Each element of the film from inside the biscuit, to each seed and herb was curated with a lot of effort put in by PG and I. We needed to make sure each cast member resonates the bizarre reality we were attempting. Grateful for the freedom team talented allowed me to execute this vision. Rarely does one come across films with so many layers; looking forward to collaborating with master craftsman, PG and the team at talented again.”

     

  • Campaign created by Rediffusion

    Virushka features in Shyam Steel TVC

    By Our Staff

     

    Shyam Steel, the producer and manufacturer of TMT bars, has launched a new TVC campaign featuring Virat Kohli and Anushka Sharma. The new TVC has been created by Rediffusion Brand Solutions Pvt. Ltd. and the production house is Cornerstone.

     

    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 with strength and flexibility at its core. The relationship we share with our closed one at home forms the crux of the strong foundation. The previous TVC’s were also very well received by the audience and the star power of Virat Kohli and Anushka Sharma will help us to establish a strong connect amongst our target group.”

     

    Added Sreeparna Gupta of Rediffusion: “The film narrates the story of simple everyday situations to highlight how flexibility in relationships keep the bond strong over years. Virat Kohli and Anushka Sharma add their own charm and star power that helps to connect with the audience till the last mile.”

     

  • Allows people to unlock the happiest moments of 2022

    Cadbury Dairy Milk launches new campaign

    By Our Staff

     

    Cadbury Dairy Milk unveiled one of its kind algorithms that mines videos with happy hashtags to filter and create a bank of the ones with low views and like counts automatically as a part of its #HeartTheHappiness campaign. Through this effort, the brand has leveraged its Instagram guide section, allowing consumers to acknowledge the happiest moments of 2022 and end the year on a meetha note.

     

    As a steppingstone towards activating the new dimension of the generosity campaign – ‘Kissi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’, the brand has partnered with DeltaX digital media management platform to up the ante on story-doing.

     

    Said Nitin Saini, Vice President – Marketing, Mondelez India: “Over the years, Cadbury Dairy Milk has created and celebrated indefinite moments of kindness through an array of purposeful storytelling. This includes some well celebrated efforts of acknowledging the unacknowledged during the cricket season and adding ‘meethas’ to everyday relationships by melting power distances.  Adding yet another dimension to the existing generosity narrative, with #HeartTheHappiness we aim to look beyond what’s popular and what the platform’s AI wants to show you, and guide people to channel their inner acchai and partake in others’ not-so-popular happy moments.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “We believe that digital has the power to create new experiences that bring us closer together in the most real and heartfelt ways. With our latest initiative #HeartTheHappiness, we engineered a transformative social experience that beats the algorithms and puts the power of discovery back in people’s hands. What’s beautiful about this idea is that it leverages technology to enable every Indian to be a part of real and heartfelt moments of others happiness, which otherwise remain hidden. These are India’s happiest reels – moments of happiness that never made it to mainstream media or news.”