MxMIndia

Category: MARKETING

  • Highlights that 'Welcome Change' is at the heart of everything they do

    Acko General Insurance unveils new marketing campaign

    By Our Staff

     

    Acko General Insurance unveils its new marketing campaign.

     

    Starting with Mumbai, the hyperlocal campaign salutes the positive changes that the city has seen over the years and highlights that “Welcome Change” is at the heart of everything they do. Changes like zero commission pricing and stress-free claims provided with zero paperwork are loved and welcomed by customers. In addition, the company firmly believes in constantly redefining the way people think of and experience complex financial decisions like insurance through technology.

     

    Giving a deeper insight into the Campaign, Ashish Mishra, Executive Vice President – Marketing, ACKO, said, “Empathy towards customers and the recognition that they deserve better than the traditional approach to insurance is at the core of everything we do. This empathy is reflected in our innovative way of thinking and doing things. Mumbai, the city where ACKO was born, is our first market where we are bringing this philosophy to life through our campaign by showcasing all the positive changes that the city has witnessed.”

     

  • Campaign #BeShelcalStrong addresses dietary calcium deficiency

    Torrent pharma launches TVC to increase Calcium awareness

    By Our Staff

     

    Torrent Pharmaceuticals Ltd unveils a campaign to announce the entry of its brand Shelcal 500 as an over-the-counter (OTC) calcium supplement brand. The new campaign #BeShelcalStrong aims to address lack of dietary calcium amongst people by educating them to pay heed to their exhaustion and listen to their aching bones, especially after they turn 40. By depicting everyday instances, the film further highlights the need to supplement one’s diet with Shelcal 500 daily.

     

    Aman Mehta, Director at Torrent Pharmaceuticals Ltd, said: “With Shelcal’s entry into OTC, the brand is poised to become the largest calcium supplement brand in India. Via this campaign launch, we wish to encourage consumers to take calcium supplements regularly to make up for their dietary deficiencies. #BeShelcalStrong is a strong value proposition that intends to not only build on Shelcal’s brand awareness, but also educate people about calcium’s importance to their diet, which in turn can positively affect their quality of life.”

     

  • Stresses the ethos of the bank – Digital at the Fore, Human at the Core

    Federal Bank launches new brand campaign

    By Our Staff

     

    Federal Bank launches a new brand campaign. The campaign Rishta Aap Se Hai, Sirf App Se Nahi brings alive the Bank’s work ethic – Digital at the Fore, Human at the Core.

     

    The campaign is inspired by real life events and that is transposed on to the communication. The ad has been launched in seven languages – Hindi, Marathi, Gujarati, Bengali, Tamil, Kannada and Malayalam to ensure reach across the country.

     

    M V S Murthy, Chief Marketing Officer, Federal Bank said, “Businesses across the globe need the digital chutzpah, or customer experience as it is known. However, increasingly, efficiency in technology needs to be reinforced by go to people, whom you can reach out to at all points in time. The core idea of Rishta Aap Se Hai, Sirf App Se Nahi TM comes from our secret sauce which includes Commitment, Agility, Relationship orientation, Ethics and Sustainability. It is imperative that we need to be ‘Digital At The Fore, Human At The Core’. This campaign is representative of how we conduct ourselves as a team. We have unified our physical and digital spaces with this approach.”

     

  • To spearhead growth functions for the brand

    Coffeee.io appoints Hitesh Sachdeva as Head of Growth & Marketing

    By Our Staff

     

    Gurugram-based Coffeee.io, a tech recruitment startup, appoints Hitesh Sachdeva as Head of Growth & Marketing. He will be spearheading brand and performance marketing, communications & growth functions for the brand.

     

    Said Amit Veer, Founder & CEO of Coffeee.io: “I am positive that Hitesh will be instrumental in taking the brand to greater heights. He will bring to the table an intuitive awareness of customer behavior by applying his expertise and knowledge of growing tech start-ups pioneering disruptive innovation.”

     

  • Here are GroupM's trends for the year 2023 presented along with the annual TYNY report

    GroupM’s Trends 2023

     

    With every edition of the annual This Year Next Year report, GroupM also presents its trends for the year. Here’s what it presented to the media and the industry at large on Tuesday.

     

     

    Moving towards attention planning

    With the acceleration of digital media and shifting experiences of consumers, it’s important to understand the impact of attentiveness of the consumer as he engages with media/media assets. We have enhanced our understanding on exactly how many impressions for a single medium or multimedia lead to cross-channel optimisation.

    What we haven’t been able to capture is the viewability impact of each impression on intent & purchase. The way forward is an “attention response curve”, which allows for new planning and pricing discussions. New measures like quality cost per thousand [qCPM] are beginning to be explored and traded. We need to ensure q is measured in a way that represents real quality.

     

    Content breaks boundaries and creates new opportunities

    OTT platforms themselves are becoming popular enough to be licensed into products and promotions. From a marketing and promotion standpoint, brands are looking at leveraging platform like Netflix and Prime Video across their portfolio to create campaigns using multiple shows, movie library and even popular music from some shows. Today we see audience embracing content from multiple geographies and language. A Kashmiri from Srinagar is watching and appreciating Malayalam or Telugu content. We all have seen the audience pan-India celebrate RRR, Pushpa or KGF. We have content in abundance to suite consumption patterns for eclectic/niche audiences as well as the masses.

    Likes of Post Malone (Feeding India), Russ (India Tour), Imagine Dragons & Jackson Wang (Lollapalooza) have come to India in the last 12 months; and on the other end we’ve Diljit Dosanjh performing at Coachella 2023 as part of the festival’s expanded global line up. We will more of this in 2023.

    The myth that’s getting broken is the belief that typically Indians don’t pay for content & experiences. As mentioned above, we see that Indians actually do pay and they are willing to pay premium for some curated experiences.

    From an advertiser POV, these are highly engaged, high-spending audiences, making these events a perfect platform to capitalise on.

     

    Rise in retail media

    Retail media in India is expected to double by 2027.

    With demand for accountability on every single rupee of ad-spend, retail media offers an end-to-end solution from discovery to shopping, with the ability to connect data between consumer, the online marketplace and brands.

    For publishers, monetisation via retail media amplification with the fusion of data and power of programmatic will be growing demand channel.

    In India, the rise of adspends on digital retail media will depend on how the retail media networks are able to demonstrate the value by complementing search efforts and not competing with them.

    Usage of effective hyper-localised and personalised creative at each stage of the funnel of retail media will be critical in realising the full potential.

    While retail media will be used primarily for CPG, it will also be leveraged by non-endemic clients to find audiences with relevant category usage.

    Challenges will continue to exist on measurability beyond end level attribution.

    At GroupM, we have launched our retail media product named Discovery Commerce. It connects all dots from marketplace insights, media, creative, programmatic to purchase in one funnel.

     

    Visual search goes mainstream

    Visual Search delivers instant relevance to a consumer search. It allows users to get exactly what they want rather than a lookalike.

    Visual search also allows for conversion of interest in one specific product (e.g. apparel) to the entire collection – expanding the shopping cart It leads to a huge edge on SEO and how we enhance our marketing ROI. While tagging for search typically needed real people to tag individual products, with Visual search the images are SEO ready and increase the chances of discoverability More importantly, marketers can tap into consumers’ state of “What I didn’t know I want” and increase the ARPU.

     

    New dimensions of omnichannel

    The dramatic shifts in consumer behaviour during the pandemic saw most agile brands shift to multichannel retail, with ecommerce getting a huge surge.

    Post the Pandemic, we are seeing further shifts in consumer behaviour. While ecommerce continues to grow, the rate of growth is slowing down. We are witnessing re-emergence of physical trade, with high street rentals moving up and consumers opting for the joy of physical shopping, touch & feel, etc. We see a rise in “Experience centers” across both traditional and new age brands. The emergence of Metaverse and the growth in AR/VR will power new shopping experiences for consumers.

    Brands will go beyond multichannel to deliver a true omnichannel experience. The first step is to recognize consumers across Physical & Online environments and then give them a seamless, consistent and rewarding brand experience at every touchpoint.

     

    Democratisation of commerce with ONDC

    ONDC is promising to be the new jewel from the India Stack. What UPI did to payments, ONDC is expected to do to Commerce.

    The momentum gained in 2022 will lead to larger participation from brands and marketplaces to be enabled on the ONDC network.

    Currently over 22,000+ sellers are on this open network.

    With transparency and level playing field for all partners at the core, ONDC will help businesses have more choices, larger demand spectrum and avoidance of search bias.

    To build trust in an unbundled and democratic environment, setting up key elements such as Issue and Grievance Resolution, Scoring and Badging, Reconciliation and Settlement, Cataloguing Services will become important.

    In 2023, we will see emergence of hyperlocal marketplaces. Your nearest Kirana shop can possibly be enabled on the ONDC protocols.

    Birth of ecommerce services companies will increase as India’s share of GMV online increases across categories.

    We see exciting times ahead with screen-to-door commerce enabled by ONDC.

     

    Sporting nation in the making

    We see a strong move towards localisation of sports, encouraging local/ regional players and providing opportunities for the nation to become a playing nation rather than just a “watching” one.

    While top dollars are being committed at the top of the funnel with IPL and ICC Media Rights, we see apps/platforms democratising sports broadcast space at an amateur level by providing streaming platforms to local sports tournaments and amateur games. It’s essentially developing smaller cohorts of sports enthusiasts who play, watch, support and enjoy their friends and family performing on-field at local, community events. With more Indians becoming fitness conscious and participating in active sports, we see this medium developing further, creating and catering to a niche audience and corresponding set of advertisers

     

    Inclusivity becoming mainstream

    Indian sports ecosystem went through a metamorphosis in 2008 with the advent of IPL. Cut to 2022, IPL hit an unprecedented high with media rights crossing 100 Cr. per match! While that’s been the headline for the sporting industry, diversity, equality and inclusion has been slowly making its presence felt in the Indian sports arena. We saw early signs of it with Women’s Kabaddi Challenge as a part of Pro-Kabaddi OR Women’s T20 Challenge towards the fag end of regular IPL season. Come Mar 2023, India is ready to host a full-fledged Women’s Premier League with 5 franchises (sold at a whopping total 4670 Cr.) and matches broadcast on Viacom18 network. We expect more of these in days to come.

     

    Docuseries leading to more immersive sports

    GenZ is greatly interested knowing the “inside scoop” when it comes to the sports world and that explains the plethora of sports docuseries making its way into our television sets. We expect this to go a notch up with the shift in content happening from the production house perspective to the athlete themselves reliving the moment to their own fans on their preferred platforms. From an advertiser’s lens, as LIVE sports keeps getting more expensive, docuseries and ancillary content in sports becomes a great asset to leverage and engage with passionate fans in a different context.

     

  • To launch its latest feature Free Chat

    Lowe Lintas creates multi-film campaign for Jeevansaathi

    By Our Staff

     

    Matrimony portal Jeevansathi has launched its latest feature Free Chat with a multi-film campaign. Conceptualised by Lowe Lintas Delhi, the campaign aims to draw in potential users to the service by enabling them to message their match directly, without exchanging numbers.

     

    Through these campaigns, Lowe Lintas showcases how users from both generations – youngsters trying to find a partner for themselves and parents trying to find a partner for their child – use the platform’s new Free Chat feature in their matrimonial journey.

     

    Speaking about the campaign, Sumeet Singh, CMO, Info Edge India said: “Every generation in India is now pretty tech savvy. When it comes to finding the right partner, it is essential to first know whether they have any similarities with you. With Jeevansathi’s Free Chat feature, we’ve prioritised ease of communication and transparency for our users by allowing them to message their potential match and ask the right questions. We hope this campaign, created by Lowe Lintas, helps us in amplifying this message and makes the process of matrimony easier for our customers.”

     

    Sharing more insights about the campaign, Mohit Pasricha, Unit Creative Director, Lowe Lintas said, “Young couples have apprehensions; there are things that may not seem important enough to mention in a matrimonial profile but can later turn out to be a deal-breaker in a marriage. We tried to position the feature around that and just showed how an honest chat can help you find your true Jeevansathi.”

     

  • Inspires youth to Live Limitless with 300 sneaker styles from 9 brands

    Bata unveils TVC to promote its Sneaker Studios

    By Our Staff

     

    Bata India, unveiled its Sneaker Studio concept through a youthful campaign. With 300 sneaker styles from 9 brands to choose from, the campaign celebrates the free-spiritedness of the youth and urges them to live limitless.

     

    Conceptualized by Contract India, the campaign follows the journey of four friends traversing the path of spontaneous life, highlighting how Bata sneakers enable them to live this journey. The film starts with a snippet of Sneaker Studio where the friends are surprised by the range of sneakers available making them spoilt for choice. The film goes on to capture their adventures from jumping in a lake to skateboarding and dancing at a beach party with one constant companion – Bata Sneakers.

     

    Gunjan Shah, MD and CEO, Bata India Limited said: “Over the last few years, the youth has been increasingly gravitating towards sneakers for their style and comfort. For the Sneaker Studio campaign, we combined the youth’s love for sneakers with their passion for spontaneity and unbridled experiences. We now have over 300 stores with Sneaker Studio concept wherein we offer upto 300 sneaker styles from 9 brands under one roof, offering the largest variety of choices for all the impromptu adventures of the GenZ and Millennials.”

     

    Added Sagar Mahabaleshwar, Chief Creative Officer, Contract India: “Those spontaneous, careless, fun moments with your friends are meant to be cherished forever. It’s an age when you just want to have fun with your friends. The rush/spontaneity is all that matters to them. This is exactly what we’ve tried to capture in the Bata Sneakers Campaign. It captures the fun and spontaneity of the journey of four friends in a beautiful way. Friends who just grab their Bata Sneakers on the go and head for an adventurous journey to Goa for a concert. We see them cherishing every part of their journey – they drive, skate, party, and splash around in the water. And we also see the vast variety of Sneakers that Bata has to offer. The campaign encapsulates perfectly how Bata Sneakers give you the ease to go limitless and enjoy your journey to the fullest.”

     

  • The Insight Bharat series will be published every month and highlight various aspects of Bharat audiences, informs Nukkad

    Spends will grow 21% in Tier-2, -3 & -4 towns & cities: Nukkad study

    By Our Staff

     

    According to leading marketing outreach firm Nukkad Official, a part of martech firm Vatsana Technologies, spends will grow 21% in Tier-2, -3 and -4 towns and cities.

     

    Nukkad Official has been serving Tier-2/3/4 audiences in the country for the last nine years and is part of Vatsana, a leading player in offering digitally-driven marketing solutions.  The survey – part of the Insight Bharat series – also determined that 60% of Bharat enjoyed shopping on e-commerce portals.

     

    Insight Bharat is a monthly series of focussed studies conducted online by the Nukkad Official team. This survey was conducted in the month of January 2023.

     

    Other highlights of the survey:

    :: Over 65% of Tier 2/3/4 audiences feel that education is the key to greater professional success. Better education has a direct correlation with monetary success, they say. Edtech platforms are an excellent starting point to stay home and study
    :: Mobile phones are the #1 personal status symbol, as per 73% of respondents
    :: Covid has taught them It is important to conserve cash and save for the rainy day: 87%. Stop unnecessary expenses
    :: Travel is something which over 65% of respondents want to do, citing they consider it a destresser
    :: Telecommunications and Digital are the biggest equalisers for Tier 2/3/4 residents. You don’t have to live in a big city to be ahead in life
    Runa Sinha

     

    Runa Sinha
    Runa Sinha

    Said Runa Sinha, CEO, Nukkad Official, “The last 30-plus years have seen a tremendous India story, post liberalisation. Coupled with the media boom and the internet first and later mobile revolution, we see that geographical location of an individual is no longer a factor in her/his progress in life. At Nukkad Official, we appreciate the power of the audiences in Tier 2, 3 and 4 India, and have specialised in our outreach to them. We believe we are best placed to understand ‘Bharat’ consumers, their lifestyle and aspirations.”

     

    Added Sinha: “The Insight Bharat series will be published every month and highlight various aspects of Bharat audiences.”

     

  • Breaks gender stereotype

    Jacqueline roped in as first female ambassador for men’s innerwear

    By Our Staff

     

    Lux innerwear manufacturers has roped in Jacqueline Fernandez to promote products of Lux Cozi, the first of its kind by any men’s innerwear brand. The brand has launched a new TVC campaign ‘Yeh Nahi Toh Kuch Nahi’ which has been created by Yellow Beetle Films and directed by Gauri Shinde.

     

    Ashok Kumar Todi, Chairman, Lux Industries, said: “This is the first time, a men’s hosiery brand has engaged with a women celebrity for promoting its products. As an innovative & consumer driven brand, we have always tried to meet the consumer demand by choosing our main protagonists based on their connection and pull with our target consumers. This time too, it’s no exception. We hope this will take the brand to newer heights and create a deeper connection with its discerning consumers.”

     

    Deven Munjal, Yellow Beetle Films, added: “While we wanted the ad to be personal and playful in accordance with the story, the biggest challenge was creating a clutter-breaking campaign with Jacqueline being featured in the men’s innerwear category. Many women in our country shop for innerwear for the men in their households and that inspired us to build in the narrative & write the story. The pairing with Jacqueline at the helm is ideal and we had a great time in creating and writing this. We anticipate that everyone will enjoy watching the TVC as much as enjoyed making it.”

     

    Lux Industries has always been proactive in adopting newer production methods, developing innovative products, and extending out to the right audience through first-of-their-kind branding and promotional activities. Its strong brand portfolio of 15 brands and customer-centric approach has helped the brand to expand its visibility and create strong brand equity across 47 countries. The company intends to go big in the entire south Indian market and has seen consistent growth of 20% year on year. The company is expanding and ready to meet the increased demand, with the upcoming peak summer season in mind.

     

  • To roll out Season 4 of its flagship web series – Butterflies

    Terribly Tiny Tales teams up Hershey’s India

    By Our Staff

     

    Terribly Tiny Tales (TTT), storytelling collective platform, rolls out Season 4 of its flagship web series, Butterflies, in collaboration with Hershey’s India to earmark Valentine’s Day this year.

     

    Commenting on the launch of Season 4, Anuj Gosalia, Founder & CEO of TTT, said: “Butterflies is a celebrated web series by TTT. Our audience, year after year, on Valentine’s Day awaits a new season with bated breath. This year is special because we’re doubling down on our partnership with Hershey’s to make Season 4 bigger and better. Every film, this season, will take the audience through a heart-warming journey of love, connection and that special Butterflies moment. Hershey’s is one of the world’s most loved chocolate brands and we want to strengthen their incredible growth in India by creating stories and moments that are entertaining, engaging and relevant. Season 4 stories give audiences a chance to interact with the brand over stories that truly touch a chord. ”

     

    Added Ankit Desai, Marketing Director, Hershey India: “With our iconic brand HERSHEY’S, we aim to explore collaborations that resonate with our audience, while enabling them to celebrate togetherness with their loved ones. Valentine’s Day has always held a special place for our consumers, and with our premium, indulgent range of chocolates, we want to make their bonding moments even more special. Valentine’s Day is symbolic of expressing love to all your loved ones, coined as #YourForevers . Through our association with Terribly Tiny Tales we want to convey to our audience that, like our indulgent range of chocolates, love comes in all shapes and forms, be it with your partners, your spouse, your mother, or your best friends . Season 3 of Butterflies was a huge success, with Terribly Tiny Tales amping up our game with rich storytelling and flowery plots. We hope that with this collaboration too, we are able to engage our audiences with heartfelt content.”

     

  • Introduces Noura, the new fragrance inspired by floral bliss

    Kareena features in Skinn perfumes digital film

    By Our Staff

     

    Skinn perfumes by Titan introduces its new floral fragrance for women – Skinn Noura. It is a range of floral fragrances that comes in two variants Noura Iris and Noura Floret. The campaign features Kareena Kapoor Khan in the digital film.

     

    Commenting on the Noura launch, Kanwalpreet Walia, Marketing Head, Accessories Division, Titan said: “Noura, Skinn allows women, no matter where they are, to recreate precious self-moments and bring floral memories alive. We intended to communicate the experience of Noura visually and this digital film very artistically conveys it.  Just like Noura, it elevates your mood like a blooming flower. Hoping this refreshing take on fragrances will provide a captivating olfactive experience to all our women consumers.”

     

  • Celebrates real consumers from UP and Bihar

    Maggi connects with rural India in new campaign

    By Our Staff

     

    Maggi in its latest campaign celebrates the consumers who make Maggie noodles an iconic brand. It has cast real consumers from UP and Bihar in its campaign titled “Khao to Maggi Noodles Khao”.

     

    The campaign will be rolled out across print, out-of-home and social media.

     

    Talking about the campaign, Rajat Jain, Head – Foods Business, Nestlé India, said:  “Maggi is a brand truly loved by everyone across the country. Our consumers remain our true champions, and their love and trust have played a big role in the brand story. It is our privilege to give a voice to that love in this campaign which is truly a category-first initiative. Who better than them to be the face of our campaign which speaks to the years of quality, trust, and unmatched happiness that Maggi Noodles is known for.”