MxMIndia

Category: MARKETING

  • Creates #BeGenFree to cut across generations

    Liqvd Asia collaborates with Vega Personal Care for campaign

    By Our Staff

     

    Liqvd Asia, digital marketing agency, has collaborated with beauty and personal care brand Vega, for a campaign. The new campaign #BeGenFree cuts across generations to celebrate the spirit of individualism and freedom.

     

    Said Anish Varghese, Chief Creative Officer, Liqvd Asia:  “We did not want to pigeonhole Vega’s audience with labels that already exist. This led to the creation of #BeGenFree, a term that creates a wider appeal for Vega. It is a diverse community that unites all such social groups under one roof.”

     

    Added Eiti Singhal, Chief Marketing Officer, Vega: “After the success of our last award-winning campaign ‘Flaunt your befikar’ we thought we’d step it up by introducing a digital campaign that encourages self-assurance, celebrates individuality, and fosters a sense of community within a free society. We are adopting a “self-focus” position as a brand, which gave rise to the hashtag #BeGenFree. It gives both men and women the freedom to express themselves. Our target audience will connect with our elevated line of communication, thanks to Team Liqvd Asia.”

     

  • Produced by Useful Garbage Creations

    Croma launches campaign for R-Day

    By Our Staff

     

    Croma releases a film for Republic Day. It is based on the true event of a Croma customer conceptualized by the Croma in-house creative team, produced by Useful Garbage Creations and directed by Gaurav Gupta.

     

    Croma’s digital campaign #ConstitutionOfJoy expresses Croma’s dedication to provide its customers with the best-in-class end-to-end shopping experience and understands that behind every small electronic there are countless memories.

     

  • As part of the campaign, a number of underprivileged and specially-abled children

    Akshar Yoga launches Healthy India- Ek Kadam Swasthya ki ore Campaign on this Republic Day

    By Our Staff

     

    Akshar Yoga, started by Grand Master Akshar, launches Healthy India campaign on this Republic Day. As part of the campaign, a number of underprivileged and specially-abled children will be carefully trained by Akshar Yoga Research and Development Centre Master level teachers.

     

    Said master Akshar: “On a spiritual level, yoga is transformational and brings growth, positive self-development, and happiness. Its deep reach and influence can be felt in people’s lives.”

     

    The festival will also include 100 specially abled kids and 150 children from orphanages. To achieve a healthy India, Akshar Yoga, through this campaign, wishes to spread the message about the power of yoga to the world. He will demonstrate how to enrich your life through asanas and make it beautiful. To achieve work-life balance, we need to stay in optimal health, and yoga is the perfect answer to overall well-being and good health.

     

  • Hopes to get the Indian Sign Language officially recognised

    Grey collaborates with Axis Bank for R-Day campaign

    By Our Staff

     

    Grey Group India collaborates with Axis Bank Republic Day Campaign. The campaign aims to  celebrate diversity and unity in an effort to acknowledge the one language over a billion Indians speak across borders.

     

    The communiqué states  – With your support, Axis Bank and Grey Group hopes to get the Indian Sign Language officially recognised as the 23rd language in 2023.

     

     

  • Features real customers as brand ambassadors

    Aditya Birla Health Insurance unveils new brand campaign

    By Our Staff

     

    Aditya Birla Health Insurance Company Ltd. (ABHICL) has unveiled its latest brand campaign, “KyaPeecheChhodaHai”, to promote the role of health insurance in changing lives of people by empowering them to lead healthier lives. The campaign, encapsulates the importance of how positive health behaviour such as walking 10,000 steps daily can help an individual leave health concerns behind.

     

    Speaking on this campaign, Mayank Bathwal, CEO, of Aditya Birla Health Insurance, said: “At ABHI, our primary focus is to help our customers with cutting-edge innovative health-first insurance solutions which not only protect them from medical uncertainties but nudge them to live a health-focussed life. We take immense pride in having pioneered this model of health insurance that transcends the boundaries of an indemnity based model by focusing on proactive health-care for our customers.”

     

  • This is the second time agency has conceptualised a campaign for ONN

    WT Kolkata creates new film for casual wear brand ONN

    By Our Staff

     

    ONN, a casual wear brand from Lux Industries Limited, has launched its new campaign for polos & tees, created by Wunderman Thompson Kolkata. This is the second time in three years that WT Kolkata has conceptualised a campaign for ONN, driven by a couple of TVCs and supported by OOH.

     

    The campaign reinforces the brand’s positioning of complete comfort. Shot in Bucharest, Romania, the international location and cast lend a global angle to the brand and add to its aspiration quotient.

     

    Commenting on the campaign, Saket Todi, Executive Director, Lux Industries Ltd., said: “We always wanted to project the brand as youthful and footloose. We know that to enter the consideration set of our target audience and be preferred by them over other brands in this segment, we had to strike the right balance between premium imagery and easy accessibility. We have kept the brand aspirational and the pricing within reach. The primary objective was to get noticed again after a gap of three years. Which is why, we went ahead with advertising themes, locations and cast which have the potential to grab eyeballs.”

     

    Added Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata: “The biggest challenge was to tell an interesting story with a twist in 20 seconds. That’s why we thought of scripts with minimum or zero dialogue which would establish the product positioning without impeding the pace of the storyline. Similar to our previous films for ONN, international settings and actors have been used to amplify the aspiration levels.”

     

     

  • To grow business through integrated brand communication

    Tonic Worldwide bags digital mandate for Waman Hari Pethe Jewellers

    By Our Staff

     

    Following a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has won the digital mandate for Waman Hari Pethe, a Mumbai based Jewellery brand founded in the year 1909 with a legacy of 114 years. Tonic Worldwide has come on board as the digital partner for the brand with a mission of growing the business through integrated brand communication.

     

    Chetan Asher
    Chetan Asher

    Speaking on the new win, Chetan Asher, Co-founder & CEO, Tonic Worldwide, said: “We are excited to partner Waman Hari Pethe in its vision to reach the digital audience with WHP, the digital brand that will cater to the younger generation. This TG is increasingly getting more interested in the category.  With our digital first approach to brands and the understanding of e-commerce funnels, we wish to put the brand in the TG’s top consideration. Our specialist arms GIPSI, Twip and Yellow Labs will play an important role along with our Media expertise in realising this vision.”

     

    Dr. Aditya Pethe
    Dr. Aditya Pethe

    Added Dr. Aditya Pethe: “With this new venture we are looking at creating an online brand identity for WHP Jewellers that will have pan India resonance. Our aim is to expand The Waman Hari brand to include a larger group of patrons especially the younger generation through relatable and trending content. We are looking forward to this new journey.”

     

  • A musical extravaganza called "Van Heusen Metaplay"

    Van Heusen teams up with Paytm for PartyNite Metaverse

    By Our Staff

     

    Van Heusen, power dressing brand from Aditya Birla Fashion and Retail Ltd (ABFRL), has teamed up with PartyNite Metaverse to create a virtual performance space for the musical extravaganza called “Van Heusen Metaplay”.

     

    When Chai Met Toast, Indian Pop band will be performing at their first ever music concert in the Metaverse. Fans and Viewers can RSVP for the event on Paytm Insider, style their avatars with the latest collections and ensembles from Van Heusen and experience the infectious and melodies energy of the virtual concert.

     

    Speaking about this unique event, Abhay Bahugune, Chief Operating Officer-Van Heusen, Aditya Birla Fashion & Retail Ltd. said: “As an ever-evolving fashion brand that has always been anchored in innovation, we have not only entered this virtual space of Metaverse, but have also started creating next-gen retail experiences, with an aim of tapping into newer and more dynamic forms of engagement with our consumers. Fashion in the metaverse is poised to emulate what we already see in day-to-day life; it’s engaging to dress-up avatars and use fashion as a form of self-expression and personal status. This musical concert is just the perfect amalgamation of Fashion, Music and cutting-edge technology that we would like to share with our discerning consumers. We are also the first ever fashion brand to enter the Metaverse in India with such an immersive experience.”

     

    Rajat Ojha, CEO, Partynite Metaverse added: “This is a truly unique event where entertainment and fashion are coming together for the first time on Metaverse. We worked on very interesting landscapes to mount the concert, it had to be swanky and NextGen to match up with the essence of the band and at the same time we had to integrate the brand experience seamlessly, in a fun way. The virtual concert along with shopping will make for wholesome entertainment for the audiences. The audience is not just going to enjoy the concert, they’ll be completely part of it. The focus on the audience is like never before and that’ll set the stage for PartyNite in 2023”.

     

    Varun Khare, Business Head, Paytm Insider said, “Whether it’s a live event or digital event, offering unique experiences for the audience is massively important and has been our core. This time too, we have left no stone unturned in curating this extraordinary event that bridges the gap between the physical and digital space to deliver a truly shared experience like no other. We are happy to partner with Van Heusen and PartyNite for this one of a kind music and fashion event.”

     

  • Travel can offer personal, mental and emotional benefits making it a valuable investment, writes Sanjeev Kotnala

    Is travelling an expense or investment?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaTravel and expenses go naturally together. And one takes time to realise that maybe that is an old and wrong way to see things. It should have been Travel and Investment instead of Expense. The idea was waiting to happen. It is as good a case as Insurance and Safety or Insurance and protection and future planning. Insurance and Death are naturally occurring but hardly exploited in insurance brand communication.

     

    SOME FRIENDLY EXPERIENCE

    A small set of people do see travel as an investment.

    One of my juniors would save and take one or more trips to a new destination every year.

    One of my friends passionately explores new countries. He invites people to join him on trips, thus gaining trip partners and new friends. His trip in life is to visit all the counties, and he is inching towards it.

    I have interacted with young foreigners on a backpacking trip at a few religious destinations. They say they have taken a gap year for the trip o explore the world.

    They are investing in travel as a tool.

    I am a fan of such travel experiences. On my trips, exploring a new destination, I try not to leave anything for the next time. And I diligently plan and study the destination before the trip.

     

    TRAVEL AS INVESTMENT

    Cleartrip is exploring by propositioning travel as an investment. Cleartrip presents the case to treat travel investment as an investment into friendship, wanderlust, and love. Keeping the same protagonist who gets different reasons from family members for investing in travel with Cleartrip. Naturally, everyone has a different reason.

    The Cleartrip format has the potential to include other reasons for travel as an investment. And there is a clear line while talking of investing in travel as a bonding exercise- that it is not subject to market risk. Some smart copywriting. The overall communication is well thought-out and smartly executed with highly functional but integrated brand mention.

    The brand can take the proposition forward, and other brands can work toward such a mindset change.

     

     

     

    MORE ON TRAVEL AS INVESTMENT

    Travelling solo or with people to newer destinations helps personal growth. It exposes the traveller to new cultures, perspectives, and ways of life, expanding their horizons and challenging their beliefs.

    They have new experiences and rich memories that last a lifetime. Some incidents and episodes from travel carry anecdotal value for many years. Travel forces one to adapt to new environments, situations, and problem-solving. Many times, language compatibility issues, in fact, help to improve the traveller’s communication, organisational and interpersonal skills.

    Every destination has a pace to it, and one must realise it. Travelling should not be hectic; a must-see and experience-everything mode. It should lead to relaxation and rejuvenation and better physical and mental health.

     

    TRAVEL – A COMPLETE EXPERIENCE ECOSYSTEM.

    The travel ecosystem kicks in from the time one starts planning. It includes selecting the destination, studying, discussing, finding out about the destination, evaluating and choosing travel mode, stay options, being at the destination, the real exploration and experience and coming back with tonnes of memories.

    All of these must work smoothly to create a superb experience. Unfortunately, something is always below expectation in such a complex matrix, and the gap between expectation and experience creates dissatisfaction. But even that is a learning opportunity.

     

    NET-NET

    Travel may not have a direct financial return, and it is easy to see it as an expense as there is a money outflow. However, it can offer personal, mental, and emotional benefits that enrich the traveller’s life, making it a valuable investment. And for the country, travel is an economic multiplier.

    ……………………

    ADD ON.

    Here is the Uber Ukraine Ad: keeping Ukraine moving. Well it could be true there but the reaction of an Indian Uber user would be highly different.

    There are three stories, two of them are the story of Uber driver Pasha and  Dima.

     

  • Account will be handled by the agency's Gurgaon office

    Mullen Lintas wins creative duties for Hindware Sanitaryware

    By Our Staff

     

    Mullen Lintas Delhi wins creative duties for Hindware Sanitaryware and Tiles. The business was won after a keenly contested multi-agency pitch process. The account would be handled out of agency’s Gurgaon office.

     

    Speaking of the win by the agency, Hari Krishnan, CEO – Mullen Lintas said: “Purchase decisions when it comes to Sanitaryware used to be led by functionality and value. However, that’s not the case any longer and it’s not seen as an extension of personal space and expression. This is where Hindware has made a difference with its innovations & design and our focus would be to consolidate the brand equity for Hindware based on these values & benefits. We are excited about this partnership and look forward to creating a new narrative in this category.”

     

    Commenting on the association, haru Malhotra, Vice-President, Marketing, Hindware Limited added: “Hindware is known for Design Excellence, Innovation and Quality. Our products are backed by extensive consumer research and Insights. We have been evaluating different partners to further build the Hindware brand equity through sharp and relevant consumer insights and creative expressions. For us what stood out about Mullen Lintas was how the Strategy & Storytelling came together in perfect sync and of course the passion and enthusiasm the team brought to the table. We look forward to some stellar work being developed for the brand.”

     

  • Launches BigIVF- SeedसहीTohBirthDefectनहीं

    Seeds of Innocence unveils mega campaign for Infertility Treatment

    By Our Staff

     

    Seeds of Innocence, North India’s premier IVF and Fertility Treatment provider, has unveiled the Centre of Excellence for Reproductive Genetics ‘BigIVF- SeedसहीTohBirthDefectनहीं. It is comprehensive fertility program launched across 15 IVF & Fertility centres in 8 states of India. With an aim to deliver high-end technology-based infertility treatments through innovative reproductive genetic, foetal medicine and genetic screening services, this program is a blessing for couples aspiring to become parents despite multiple failed IVF cycles, miscarriages, genetic diseases or genetic abnormality in the previous pregnancy.

     

    ‘BigIVF- SeedसहीTohBirthDefectनहीं  program is the brainchild of the visionary IVF specialist Dr Gauri Agrawal, who is a pioneer in implementing path-breaking research & the use of new technologies/ techniques and the  founder of Seeds of Innocence. While treating infertility among patients across the country, Dr Agrawal observed that people do not understand the reason for multiple failed IVF cycles or their miscarriages. It was this observation that led to the dawn of the revolutionary program ‘BigIVF- SeedसहीTohBirthDefectनहीं’, which caters for the missing link in it, i.e., Reproductive Genetics, a big game changer in IVF treatment.

     

    Citing her experience, Dr Gauri Agarwal, Founder & Director, Seeds of Innocence, said: “What really led me to make Reproductive Genetics an integral part of our ART protocol at Seeds of Innocence was when I came across a couple from Jharkhand who finally used their life savings for IVF after 11 years of marriage and successfully conceived in the 2nd attempt, however, their world came shattering when the foetus was diagnosed with Down Syndrome during Ante-natal scans. With science by our side, this should not happen to anyone.”

     

  • Film created by Leo Burnett

    Zivame launches new brand campaign

    By Our Staff

     

    Zivame intimate wear announces the launch of its new brand campaign. In #WearYourConfidence film made by Leo Burnett, it encourages women to confidently seize the day. The core insight behind the campaign is that confidence is needed in every aspect of our lives, in our every day. And the right intimate wear designed for your body, empowers you to confidently take on any day.

     

    Lavanya Pachisia COO of Zivame, said: “Our campaign celebrates every Indian women and her diverse everydays, from the mundane to the special, and how with the right intimate wear by her side, she can put her most confident foot forward.”

     

    Sonal Chhajerh, Group Executive Creative Director, Leo Burnett, Mumbai, added: “The right intimate wear can give women the confidence to take on any day. The campaign brings alive how each day brings the need for a different kind of confidence, and there is a Zivame for her every need.”