MxMIndia

Category: MARKETING

  • A microsite that uses GPS for #DoNothing proposition

    Cadbury 5 Star launches Mush Detector for V-Day campaign

    By Our Staff

     

    Cadbury 5Star from Mondelez India has rolled out a campaign for this Valentine’s Day. As part of this year’s #DoNothing proposition, the brand has introduced a Mush Detector Web App that detects high mush zones thus, helping free birds ‘Do Nothing in peace.

     

    Speaking on the campaign, Nitin Saini, Vice President – Marketing, Mondelez India said, “Speaking directly to the nation’s youth, Cadbury 5Star with the perfect balance of quirk and wit has consistently conveyed relatable stories. Creating yet another engaging narrative for Gen Z, our latest edition of Valentine’s Day campaign stands for all those who do not celebrate Valentine’s Day and will help them steer clear of any mush, anywhere. With a resounding response to last year’s Valentine’s Day campaign, we are confident that this year’s efforts will resonate equally well with our consumers.”

     

    Sukesh Kumar Nayak, Chief Creative Officer, Ogilvy India added: ‘Valentine’s Day has become an annual event for Cadbury 5 Star to leverage and land its ‘Do Nothing’ counterculture attitude. This year we have conceived and built a zany, dynamic webapp, the 5 Star Mush Detector – which helps people detect and avoid mush around them with a real-time map using various data points like nearby florists, gift shops, movie theatres, restaurants, etc. What makes it even more irreverent, is that the data is also triangulated with chocolate sales to deduce mush. The more lovey-dovey an area, the redder it appears on the map. The app also assists users find mush-free spots, where they can escape to ‘Do nothing’. To make it further engaging, friendly folks can help us in populating the real-time map during Valentine’s week, by reporting mushy places to avoid. It was a super-fun experience creating this unimaginably, sophisticated piece of work to take ahead 5 Star’s message for Valentine’s Day – ‘Escape the mush and Do Nothing in peace.”

     

    Shekhar Banerjee- Chief Client Officer and Office Head- West, Wavemaker India further added, “Continuing with our legacy of being a counter-culture brand, we are protecting the single souls from all the mush during Valentine’s Day with the mush detector app. This campaign has been mounted on the back of exclusive partnerships with brands like Frozen Bottle, Keventers, and Smaaash to create mush-free zones for singles to hang around while escaping the mush! In collaboration with popular faces that celebrate ‘singlehood’, we had a very unique use of hyperlocal targeting, we are alerting singles about the mushy areas to avoid, warning them to escape these zones through the mush detector app.”

     

  • To complement the ongoing 'Desh ke Trucks' campaign

    Tata Motors rolls out second series of commercials

    By Our Staff

     

    Tata Motors launches a five-part film as an extension of the earlier brand positioning campaign. This is the second series of nationwide human-centric commercials. The new content line-up complements the ongoing ‘Desh ke Trucks’ campaign.

     

    The first commercial of this new content series showcases multiple comfort features of Tata Motors truck which enhances driver productivity. The second and third film highlight the benefits of Tata Motors’ own connected telematics platform, Fleet Edge, which is developed for both fleet owner and the driver. With safety being a key attribute of Tata Motors trucks, the fourth and fifth advertisements portray the usage of Collision Mitigation System (CMS) and Lane Departure Warning System (LDWS) respectively.

     

    The creative development and campaign execution was done by Black or White Brand Communication.

     

    Commenting on the campaign, Shubhranshu Singh, Vice President, Marketing, Commercial Vehicle Business said: “Tata Motors is pioneer and industry leader in commercial vehicles. Our endeavour is to engage our stakeholders with continuous communications. With customer centricity at the core of our business, we have evolved from showcasing distinct campaigns around the product applications to an advanced storytelling about our mobility solutions that establishes an emotional bond with our audiences. With ‘Desh ke Trucks’ campaign, we are confident that our simple messaging and subtle humour will appeal to our customers.”

     

  • Announces its new campaign #Homeisforever

    Rahul Dravid promotes Piramal Realty

    By Our Staff

     

    Piramal Realty unveils its latest corporate campaign, “#Homeisforever,” featuring Rahul Dravid. The company has augmented its campaign by offering a limited-time opportunity for its customers to purchase fully furnished designer residences.

     

    Said Gaurav Sawhney, CEO of Piramal Realty: “We are elated to present this exclusive home loan offer to our valued customers,” “The “Interest Rate Lock” initiative seeks to provide our home buyers with interest rate stability and the most competitive rates in over a decade for the next 18 months. Our objective is to make homeownership more attainable and cost-effective, and this offer is a step in that direction.”

     

  • Highlights the core facets of brand and company- lasting relationships

    Alia-Ranbir star in third TVC of Rungta Steel

    By Our Staff

     

    Rungta Steel of Rungta Mines Limited (RML), unveiled its third television commercial harping on one of the core facets of their brand and company- lasting relationships.

     

    Starring actors Alia Bhatt and Ranbir Kapoor, the actors are seen in an exchange where Ranbir is seen discussing the standout features of what Alia assumes one to be about their relationship but turns out it was Rungta Steel TMT Bar that Ranbir talks about- one that is long lasting, strong, shock-absorbent and stays by your side. The TVC ends with the tagline ‘Ekdum Solid’ indicating the presence of Rungta Steel TMT Bars.

     

    Said Arvind Kumar, Senior GM and Head, Sales & Marketing (TMT): “The third part of our TVC campaign was conceptualized to communicate the key role of Rungta Steel TMT Bar and services that has enabled our customers to confidently use our product in a plethora of applications. The core thought for the campaign was to bring to focus our relationship with all our stakeholders that is at the heart of everything we do.”

     

  • With comedian Kiku Sharda

    Tide launches unveiled laundry music video

    By Our Staff

     

    Tide detergent a unveiled laundry music video ‘Khachak Khuchak Chod do’ with comedian Kiku Sharda, known for his various characters on ‘The Kapil Sharma show’.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India and Vice President and Fabric Care Head for P&G Indian subcontinent. “At Tide, we are known for our fun, quirky and pop culture advertising. Whether it’s the iconic swoosh, the very popular ‘Chauk Gaye,’ the famous Tide rap or our collaboration with iconic characters Tide has always stood for superior whiteness and cleaning while adding a bit of humour to the otherwise mundane chore of laundry. We are always finding new and quirky ways to connect with our consumers. Through this music video, we want to reach out to our digital consumers who are clued in on social media and who will instantly be drawn to the visuals and lyrics of the ‘Khachak Khuchak’ song.”

     

  • Showcases products backed with pH 5.5 benefits

    Sebamed launches campaign for its personal care brand

    By Our Staff

     

    Sebamed, a German personal care brand, launched yet another campaign #UmeedNahiSach for its beauty and personal care portfolio.

     

    The campaign reiterates Sebamed’s commitment towards educating and empowering consumers with right information about their skin and hair concerns, and showcases why Sebamed products backed with pH 5.5 benefits are efficacious in solving their issues.

     

    Commenting on the same Shashi Ranjan, Country Head, Sebamed said: “We are committed towards creating a new paradigm in the beauty and personal care segment keeping customers at the core. Over the years we have built a passionate team, that works on bold idea and solves real customer issues. Through #UmeedNahiSach campaign, Sebamed reiterates its commitment towards integrity in communication and urges consumers to switch to Sebamed range of Skin and Hair care products that really works. I am sure this will resonate well with our audience.”

     

    Added Suyash Khabya, Creative Head, The Womb: “Sebamed doesn’t beat around the bush. It talks straight, it talks honest, and it talks the truth. Sebamed is a challenger brand and will keep questioning the status quo. That’s the tone we have maintained for the brand. Through this campaign “Umeed Nahi Sach”, our attempt is to show the honest mirror to consumers by helping them choose the right products for ‘true’ real results. We’ve incorporated the sound of the shankh in the end which sonically signifies that Sebamed stands for Truth and Truth always wins!”

     

  • Launches a consumer study on usage-based insurance

    Edelweiss General Insurance is now Zuno General Insurance

    By Our Staff

     

    Edelweiss General Insurance has announced its new identity as Zuno General Insurance Limited (Zuno GI). Zuno GI is a new age digital insurer with an aspiration to reimagine and redefine Insurance to make it easy, friendly, and transparent. It is built on the premise that any kind of general insurance should be simple, easy, and straightforward.

     

    Along with the new identity, the company has launched a consumer study titled ‘Usage Based Insurance: Decoding Awareness, Perception and Behaviour’. The study was done to understand Millennial and GenZ’s awareness, understanding and consideration for UBI. Zuno General Insurance has been in the fore fronting the concept of usage-based insurance (UBI) in India for almost three years now.

     

    Speaking at the launch, Shanai Ghosh, MD & CEO, Zuno General Insurance, said: “Zuno GI is all about reimagining Insurance to make it easy, transparent, and friendly using three pillars of customer experience, innovation, and digital delivery platforms. We will always listen to our customers and offer them smart, simple solutions in the most convenient and hassle-free way. We put this aim to action with the UBI report where we sought to assess the understanding and perception of UBI among young, mobile savvy Indian customers. The findings have been extremely insightful and has validated our conviction about the potential of UBI in India, encouraging us to continue investing in this category that we pioneered in 2020.”

     

  • To manage digital campaigns and strategy of the e-commerce platform

    22feet Tribal Worldwide bags digital AOR mandate of Flipkart

    By Our Staff

     

    Flipkart has awarded its digital agency of record (AOR) mandate to 22feet Tribal Worldwide, following a multi-agency pitch. The mandate includes managing Flipkart’s digital campaigns and strategy. 22feet WW will help the brand drive business growth through creativity, with an increased focus on strengthening Flipkart’s fashion, BGMH and mobile phone categories.

     

    Commenting on the win, Preetham Venkky, President – 22feet Tribal Worldwide & Chief Digital Officer, DDB Mudra Group said: “With this digital AOR mandate, we are thrilled to be partnering with Flipkart. Our commitment to creatively enabling Flipkart’s next stage of growth with an increased focus on strengthening their commercial spectrum is hugely exciting. Our teams will provide unexpected and clutter-breaking solutions to help India’s homegrown e-commerce market leader overcome new challenges in the online marketplace.”

     

  • To bolster the brand's journey ahead

    First Economy wins digital mandate of Nicobar

    By Our Staff

     

    Nicobar lifestyle brand, has awarded its digital media mandate to First Economy. The digital marketing agency will be responsible for the brand’s media strategy and overall media buying across all the digital platforms.

     

    Said Raul Rai, Co-founder, of Nicobar: “During the inception of Nicobar, we always had a brand in mind that stays unique in this world of over-flowing repetitiveness. Nicobar, with its distinctive products, has always made its consumers happy and satisfied. To help the business grow, we wanted someone who had a great reputation for handling performance marketing. First Economy stood up to all our expectations.”

     

    Added Jigar Zatakia, Founder, of First Economy Pvt. Ltd. on acquiring Nicobar’s performance media mandate: “Performance marketing has always been our strongest point and we have proved ourselves time and again. With this alliance, we wish to add value to the brand’s journey ahead and look forward to bringing a change in the lifestyle industry.”

     

  • Gets Siddhant Chaturvedi and Manushi Chhillar as brand ambassadors

    Schweppes launches 2 new flavours with campaign

    By Our Staff

     

    Schweppes beverage has unveiled a new campaign #MixItUpWithSchweppes. The campaign film has been conceptualized by Glitch and features Siddhant Chaturvedi and Manushi Chhillar as their new/official brand ambassadors.

     

    The Coca-Cola Company’s leading premium mixer brand celebrates Schweppes as the perfect mixer to enhance experiences across moments of consumption. With a rich and sparkling legacy of over two centuries globally, Schweppes has been synonymous with elevating everyday refreshment, through its unique and refined offerings. The brand has continued to innovate and address the evolving needs of consumers across beverage consumption occasions, since 1783.

     

    Announcing the launch of the new digital campaign, Ruchira Bhattacharya, Director, Marketing – Emerging Categories, Coca-Cola India and Southwest Asia said: “Schweppes is a leading brand in the premium mixer category and has been loved by Indians for its distinct and perfectly balanced taste The brand embodies the vibrant and enthusiastic spirit of new-age Indian consumers as they continue to experiment with new innovations. Our new campaign #MixItUpWithSchweppes aims to celebrate moments with friends. In addition, we are very happy to launch 2 new flavours – Mint Mojito and Bitter Lemon with the new campaign. These are the first 2 in a sequence of many to come.”

     

    Added Sunetro Lahiri, Chief Creative Officer, The Glitch, Co-Chair, WPP Unite India: “From the get-go, our aim with the campaign was to capture the absolute, unparalleled joy of mingling with the right spirits. That feeling of freewheeling euphoria that accompanies good times and great camaraderie was our NorthStar while crafting every aspect, from the visuals to the art to the edit. We wanted a campaign that would make our audience crave to be part of this really fun, lively ambience, no matter where you are.”

     

  • Highlights role of family and timely financial planning in overcoming challenges

    HDFC Life unveils new campaign

    By Our Staff

     

    HDFC Life Insurance has launched its latest brand campaign based on the core idea that ‘protection starts with self’. With this campaign, HDFC Life takes its brand promise ‘Sar utha ke jiyo’ a step further by delving deeper into the concept of ‘protection’. It highlights the need to ensure that we are able to secure our loved ones from any downfall in life while also securing their future.

     

    Speaking on the campaign, Vishal Subharwal, Chief Marketing Officer and Head E-commerce & Digital Business, HDFC Life, said: “Our aim has always been to showcase narratives that are engaging and relevant to our audiences. Last year’s campaign focused on the resilience of students and families amidst the challenges of the pandemic. This year, we have focused on the need for students to own their identities irrespective of how others perceive them. Family plays a critical role in enabling youngsters to recognise their self-worth and also in securing their future financially. This resonates with our philosophy of financially securing individuals and enabling them to face life’s uncertainties. It reinforces the need to be financially secure and prepare our future generation to cope with life’s challenges and uncertainties and live with pride.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett: “In today’s world we often see the youth struggling with their identity of who they are and where they belong. Our film narrates one such heart-warming story where a father not only gives his daughter the financial confidence to pursue her dreams but more importantly gives her the emotional support to stay true to herself. A valuable message that will resonate well, especially with the youth – Sar utha ke jiyo!”

     

  • Social media presents a curated version of reality as fact. Sometimes it's intentional and often it's unconscious bias, writes Divna Haslam in The Conversation

    Why social media makes you feel bad – and what to do about it

     

     

    By Divna Haslam

     

    Have you ever found yourself scrolling through social media and noticed you felt a bit down? Maybe a little envious? Why aren’t you on a yacht? Running a startup? Looking amazing 24/7?

    The good news is you are not alone. Although social media has some benefits, it can also make us feel a little depressed.

     

    Why does social media make us feel bad?

    As humans we inherently compare ourselves to others to determine our self-worth.
    Psychologists call this social comparison theory.

    We primarily make two types of comparisons: upward and downward comparisons.

    Upward comparisons occur when we compare ourselves to someone else (in real life or on social media) and feel they are better than us (an unfavourable comparison for us) in whatever domain we are assessing (such as status, beauty, abilities, success, and so on).

    For example, comparing your day at work to your friend’s post from the ski fields (we’re looking at you Dave!) is likely to be an upward comparison. Another example is making appearance comparisons which can make you feel worse about yourself or your looks .

    Although upward comparison can sometimes motivate you to do better, this depends on the change being achievable and on your esteem. Research suggests upward comparisons may be particularly damaging if you have low self-esteem.

    In contrast, downward comparisons occur when we view ourselves more favourably than the other person – for example, by comparing yourself to someone less fortunate. Downward comparisons make us feel better about ourselves but are rare in social media because people don’t tend to post about the mundane realities of life.

     

    Comparisons in social media

    Social media showcases the best of people’s lives. It presents a carefully curated version of reality and presents it as fact. Sometimes, as with influencers, this is intentional but often it is unconscious bias. We are just naturally more likely to post when we are happy, on holiday or to share successes – and even then we choose the best version to share.

    When we compare ourselves to what we see on social media, we typically make upward comparisons which make us feel worse. We compare ourselves on an average day to others on their best day. In fact, it’s not even their best day. It’s often a perfectly curated, photoshopped, produced, filter-applied moment. It’s not a fair comparison.

    That’s not to say social media is all bad. It can help people feel supported, connected, and get information. So don’t throw the baby out with the bathwater. Instead, keep your social media use in check with these tips.

     

    Concrete ways you can make yourself feel better about social media

    Monitor your reactions. If social media is enjoyable, you may not need to change anything – but if it’s making you exhausted, depressed or anxious, or you are losing time to mindless scrolling, it’s time for change.

    Avoid comparisons. Remind yourself that comparing your reality with a selected moment on social media is an unrealistic benchmark. This is especially the case with high-profile accounts who are paid to create perfect content.

    Be selective. If you must compare, search for downward comparisons (with those who are worse off) or more equal comparisons to help you feel better. This might include unfollowing celebrities, focusing on real posts by friends, or using reality focused platforms like BeReal.

    Redefine success. Influencers and celebrities make luxury seem like the norm. Most people don’t live in pristine homes and sip barista-made coffee in white sheets looking perfect. Consider what real success means to you and measure yourself against that instead.

    Practise gratitude. Remind yourself of things that are great in your life, and celebrate your accomplishments (big and small!). Create a “happy me” folder of your favourite life moments, pics with friends, and great pictures of yourself, and look at this if you find yourself falling into the comparison trap.

    Unplug. If needed, take a break, or cut down. Avoid mindless scrolling by moving tempting apps to the last page of your phone or use in-built focus features on your device. Alternatively, use an app to temporarily block yourself from social media.

    Engage in real life. Sometimes social media makes people notice what is missing in their own lives, which can encourage growth. Get out with friends, start a new hobby, embrace life away from the screen.

    Get amongst nature. Nature has health and mood benefits that combat screen time.

    Be the change. Avoid only sharing the picture-perfect version of your life and share (in a safe setting) your real life. You’d be surprised how this will resonate with others. This will help you and them feel better.

    Seek help. If you are feeling depressed or anxious over a period of time, get support. Talk to your friends, family or a GP about how you are feeling. Alternatively contact one of the support lines like Lifeline, Kids Helpline, or 13Yarn.The Conversation

     

    Divna Haslam is Senior Research Fellow, Queensland University of Technology and Sabine Baker, Research Fellow, Queensland University of Technology. This article is republished from The Conversation under a Creative Commons license. Read the original article.