MxMIndia

Category: MARKETING

  • Encourages women to celebrate their identity

    Candere by Kalyan Jewellers rolls out campaign for Women’s Day

    By Our Staff

     

    Candere by Kalyan Jewellers has launched their Women’s Day campaign- a digital initiative, #EkZindagiKhudKeNaam.

     

    The digital campaign showcases women from various walks of life, catering to different professional demands. However, Candere, as a contemporary lifestyle brand, takes pride in celebrating these women from all corners and acknowledging their diverseness & individual achievements.

     

    Sharing the thought behind the campaign, Rupesh Jain, Founder and CEO, Candere by Kalyan Jewellers, said: “We are delighted to present our unique Women’s Day campaign that encourages women to celebrate their identity by taking a break from the usual days. With #EkZindagiKhudKeNaam, we aim to establish an emotional connection with the audience, trying to value their choices and preferences.”

     

    Added Trupti Morone, Head-Branding, Candere by Kalyan Jewellers: “The campaign is a reminder to women that they are enough and do not need any external validation. The highlight from the campaign “ Tujh se behtar tujhe kaun jaanta hai” further reinforces that no one knows you better than yourself urging them to prioritize their likes and dislikes.”

     

    https://youtu.be/SYwLoFDVnTA

  • Use Multiple Creatives to Re-enforce Message Effectiveness, recommends Sanjeev Kotnala

    The More The Merrier

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI believe in using multiple creatives to reiterate the message. It not only keeps the interest alive but also strongly makes the point. Multiple creatives are more effective when there is continuity, they are linked with a character or strong slogan, take the story forward or are humour based.

     

    In my last week’s article, I suggested using multiple creatives by banks and payment platforms to collectively address the issue of safe digital payments – an industry problem.

     

    Many brands have used multiple creatives to their advantage. A few examples are Rajasthan Tourism – Musicsthan, Janesthan and other series, Coca-Cola- Thanda Matlab Coca Cola, Amazon- Chonkpur ke cheetah, Aapni Dukhaan, Dinshaw’s- Wakao series, Voltas AC- Murthy series, Cred – celebrity series, Policy Bazar – 1 cr ka life insurance, AajTak-  the black and white series- Sabse Tez, Tata Sky – Chota recharge.

     

    In recent times, with the attention span of the audience dropping fast and the brands focussing on digital media more and more, the need for such linked multiple creatives (the shorter the better) reiterating the same message gets enhanced. As they depict different scenarios, the chances of them hitting home with relevant audience sub-segments are much higher. One finds humour-based multiple creatives to work better. As they are more engaging and involving.

     

    Amazon – Aaj kya Khareeda? #aajkyakhareeda

    Amazon uses Multiple Creatives in the campaign Toh Aaj Kya Khareeda. There are different product categories and relationships under play.

    Brother-sister– where the sister buys a deo for the brother and asks him to stop using her personal care product. Grandfather and Grandson– where the grandfather has purchased just batteries at Amazon. The neighbour – where the housewife shares the everyday items she ordered and even states the everyday things expected in the next delivery. Husband-wife – where the wife playfully suggests that she had ordered stuff for her husband.

    The creative strongly drives home the message: Whatever you need, from personal care to stationery, groceries to utensils, you get everything on Amazon! Roz ka samaan Amazon par. And there is a subliminal message that people use Amazon for the most minor things. Moreover, people are buying something daily that simultaneously speaks of trust and ease.

    I wish the brand went a bit quirkier and even showed things people don’t think they will get and buy on Amazon or things that amazon has now made easier to buy.

     

    CADBURY- KISI AUR KI KHUSHI

    As a brand, Cadbury has used Multiple Creatives to powerfully deliver a message and establish the brand’s Goodness, sharing, caring, and love elements. It even stands for saying Thank you – and now in participating in someone else’s happiness. The brand has multiple creatives exploring various situations. The newspaper Hawker and his client in house 302 test riding his new cycle. The employee gets an increment, and everyone celebrates. The lady opening a new parlour and the madam of the parlour where she used to work comes in as her first client to mark the occasion. And the one that I liked the most- the liftman video getting 10,000 views making him a social media star– and so the residents of the building comes to congratulate him. And the brand has also taken it to ground activation- celebrating the house help birthdays. The creatives are simple, dubbed into regional languages, and work equally well.

     

    TATA CAPITAL – QUICK PERSONAL HOME/BUSINESS AND LOANS AGAINST SECURITIES

    Tata, across brands, seems to acknowledge that you need to press a different nerve to tap different segments. To create relevance and impact, the segment must have a slice-of-life situation to relate to. And with the added touch of humour, the message could be delivered efficiently. Be it Tata Sky or Tata Tea, or Tata Capital, the format of a relatable problem is resolved efficiently and with a smile. In the case of Tata capital – QUICK LOAN is the message, and the promise of quickness is delivered digitally in situations with a smile. Be it for marriage, home, personal, education or business loan against securities.

     

     

     

     

    PIRAMAL FINANCE. HUM KAGAZ SE JYADA NEYAT DEKTEY HAI.

    An unbelievable promise in the loan market, but it had to be communicated well. Here are the two decent attempts- but I think they need to explore more and show different scenarios- strata- a business that can benefit from it. Including the family members and the actual situations is a nice touch for the Lohaar and the Home Loan ads. Though in this case, the ads are not that short but are short enough to keep the interest alive and engaged.

     

     

    NET-NET

    In the era of a short attention span, a series of Multiple creatives (the shorter, the better) reiterating the message can be more effective. It allows one to address different nuances of the same issue, thus making it more relevant to a broader audience. Try it out.

    It does not in any way suggest that a single communication exposed with the desired frequency will not work. As the choice will always be determined by the message and the category. I always suggest investing more in the creative process, even at the cost of compromising a bit of media weight. And in the current media scenario and audience interaction with media, I think multiple short creatives can deliver better results.

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  • Is the brand ambassador of the Company

    Manoj Bajpayee partners with ManipalCigna Health Insurance

    By Our Staff

     

    Manoj Bajpayee features in a promotional ad campaign for ManipalCigna Health Insurance. The actor is also a brand ambassador of the Company and aims to spread the message about the value of health insurance. He mentioned that ManipalCigna’s rich expertise lies in offering several innovative features and fully loaded health insurance products to take care of medical emergencies and accidents. It is always a great approach to be prepared for unforeseen circumstances in life.

     

    ManipalCigna Health Insurance has launched a series of humorous new brand films featuring how he is mixing up his dialogue. His passion towards the expert health insurance brand does seem justified though, as when you get superior benefits with ManipalCigna Health Insurance you wouldn’t remember anything else. Because “Isse accha Health Insurance Expert aur Kahan!”

     

  • Conceptualised by Havas CX India, the tension-free campaign

    Aegon Life partners Havas CX India for innovation

    By Our Staff

     

    Aegon Life Insurance has launched a campaign for its flagship term product, iTerm Prime. The campaign, dubbed ‘iTerm Toh Tension Khatam’ is a print ad that comes to life on mobile and sings for its audience.

     

    Conceptualised by Havas CX India, the tension-free campaign reinforces the brand’s commitment to making every household financially secure.

     

    Talking about the campaign, Akhil Almeida, Head of Marketing, at Aegon Life Insurance, said: “iTerm Prime makes life insurance accessible to Emerging India – the aspirational class who needs insurance but does not have the documents that are required by legacy insurance companies. It removes a lot of barriers that stand in the way of consumers getting adequate financial protection. iTerm Prime is easy to buy, affordable, requires zero documentation, and can be tailored to suit a consumer’s needs.

     

    With this latest innovation, we’re now resetting expectations for what traditional media can achieve. Not only is it building salience and trust, but it’s showcasing the product in a way that benefits the customer. A person viewing this ad doesn’t need to download an extensive brochure or get spammed by unwanted sales calls. They can make the decision right then and there – and secure their loved ones in a jiffy.”

     

    On the campaign launch, Prashant Tekwani, Managing Partner, Havas CX India, said, “Life Insurance in the mind of the consumer is very confusing, and the brands and the terms and conditions don’t help much. When we partnered with Aegon Life, we fell in love with the approach of being “Easy and Honest”, and this innovation and campaign is an attempt towards the brand’s philosophy. When we first heard about the product and the inspiration behind its design for “Emerging India”, we wanted to go beyond the idea of a simple print ad. Print is an important medium in the consumer journey for the product, and when it is blended with innovative technology, the result makes you sit up and take notice. We created the interactive print ad to talk about the product and give consumers an experience that brings it to life, keeping in mind the product and its benefits for the self-employed segment of India. We are proud to make this idea come to life with Aegon Life.”

     

  • … for another two years

    Euronics renews Hrithik contract

    By Our Staff

     

    Euronics, a washroom automation accessory brand, has renewed its brand endorsement contract with Hrithik Roshan for another two years.

     

    Commenting on the renewal of this partnership, Abhishek Jain, Director, Euronics, said: “Hrithik Roshan embodies the brand’s core values of innovation, style and performance, and has been instrumental in building Euronics’s brand image over the years. Hrithik’s immense popularity and mass appeal have helped Euronics reach out to a wider audience and set a stronger foothold in the highly competitive Indian building material industry. This renewed partnership is a testament to the strong relationship between Euronics and Hrithik Roshan and is expected to drive continued success for the brand in the coming years.”

     

  • … to inspire billions to wash hands

    Tendulkar bats for Savlon

    By Our Staff

     

    Savlon Swasth India Mission unveiled former cricketing star Sachin Tendulkar as its ‘Hand Ambassador’.

     

    Conceptualized by Ogilvy India, the campaign features a series of films that take an unexpected route by featuring Sachin Tendulkar’s Hand as their chief protagonist – bringing the importance of hand hygiene to everyone’s notice and reminding people in his inimitable style, to remember to wash their hands.

     

    Said Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited: “Washing hands with soap or handwash is a critical part of everyday hygiene, which helps us maintain overall health. This needs continuous emphasis and engagement to build a healthy habit for children in particular and society at large. Savlon Swasth India Mission has been at the forefront of enabling this behavioral change in hand hygiene.  We are very happy to have Sachin on board, who himself has been a strong advocate of this practice as the “Hand Ambassador” for Savlon Swasth India Mission”

     

    https://www.youtube.com/watch?v=jWPi84_oqaE

     

  • The campaign features three customers from three different cities who were struck by the health issues of their family members

    Policybazaar turns customers to brand ambassadors

    By Our Staff

     

    Given its brand philosophy of #HarFamilyHogiInsured, Policybazaar has unveiled a new campaign. The campaign features three customers from three different cities who were struck by the health issues of their family members.

     

    Said Samir Sethi, VP and Head of Brand Marketing at Policybazaar: “Real customers telling their raw personal accounts is not only extremely relatable, but also breaks the clutter, and creates a compelling brand story. These stories talk of real pains, and real solutions at the moment of truth, and are a testament to the fact that we consistently deliver on our brand promise of quick claim support. We see this campaign driving a strong consumer connection by strengthening trust, that Policybazaar will be there for you at the time you need it the most.”

     

    Added Amit Chhabra, Head, Health and Travel Insurance at Policybazaar: “At a time when health emergencies have seen a sharp rise, these personal stories are a stark reminder to get an adequate protection shield with health insurance. The campaign featuring real customers just reiterates the fact that health issues come unannounced and one needs to be prepared. Policybazaar will relentlessly work towards its mission of helping India’s middle-class deal with death, disease and disability. Through this campaign, we hope the message resonates with millions of people out there who often defer this crucial purchase decision.”

     

  • To celebrate women in business from all walks of life

    New campaign by Meesho

    By Our Staff

     

    Meesho, e-commerce marketplace, launches campaign for International Women’s Day.  The #NoBiasInBusiness aims to dispel stereotypes and celebrate women in business from all walks of life.

     

    Megha Agarwal, CXO, Growth at Meesho said: “Socioeconomic equity and women empowerment have always been at the core of Meesho’s philosophy. These are equally vital for accomplishing our ambitious dream of an ‘Atmanirbhar Bharat’, which is built on inclusion and empowerment. Through our campaign, ‘Class of 2023’, we are bringing to life stories of women-led businesses from all corners of the country, who have charted their own path, built successful businesses and created a myriad of employment opportunities in their local communities. We hope this will inspire more women to chase their dreams with #NoBiasInBusiness.”

     

  • For upskilling tech professionals

    Scaler launches three brand films

    By Our Staff

     

    Scaler, tech upskilling startup, launched a brand campaign that emphasises the importance of working professionals to focus on building their skill sets to continue their career growth.

     

    Rahul Karthikeyan, Chief Marketing Officer, Scaler & Interviewbit, said: “Technology is advancing much faster than ever before. Tech professionals are often overwhelmed by the obligations and demands of the industry. With our new brand campaign, we want our professionals to continue the learning journey of acquiring new skill sets and adapting themselves to cater to the industry’s changing dynamics. With this campaign, we want to empower professionals to take control and steer their careers to success on their terms by grabbing the right kind of support and guidance available to them at the right time. Our creative team has managed to break away from conventional clutter by delivering a compelling message that will effectively reach the tech professional grappling with similar issues in any part of the country.”

     

  • Showcases individual savings life insurance plan

    Aditya Birla Sun Life Insurance unveils new campaign

    By Our Staff

     

    Aditya Birla Sun Life Insurance (ABSLI) unveils a new campaign to showcase its recently launched “industry-first” product, ABSLI Nishchit Aayush Plan, a non-linked non-participating individual savings life insurance plan, that provides guaranteed income from the 1st policy anniversary (month/year).

     

    Speaking on this initiative, Kamlesh Rao, MD & CEO, Aditya Birla Sun Life Insurance, said: “At ABSLI, our focus is to help our customers with cutting-edge life insurance solutions that provide guaranteed income that too, immediately. It is an excellent investment opportunity that offers an optimal blend of protection and growth, providing peace of mind for you and your family. The #IsseZarooriKuchBhiNahi campaign perfectly aligns to ABSLI’s vision of revolutionising the way guaranteed savings income plan category operates and the blend of awareness and humour will spread a positive message by instilling inquisitiveness about newer & better investment avenues in the minds of viewers.”

     

  • To oversee the company's brand strategy

    Makani Creatives appoints Suchana Sarkar as CBO

    By Our Staff

     

    Makani Creatives, advertising and creative agency, appoints Suchana Sarkar as Chief Brand Officer (CBO). In this role, Sarkar will be responsible for overseeing the company’s brand strategy, marketing campaigns, and overall brand experience.

     

    Said Aejaz Khan, CEO, Makani Creatives: “We are excited to welcome Suchana Sarkar to our team as Chief Brand Officer,” “With her extensive experience in building and elevating global brands, we are confident that she will be a great asset in our company’s transformational journey.”

     

  • With a new TVC campaign

    Sourav Ganguly bats for Rich Marie biscuits range

    By Our Staff

     

    Bisk Farm, biscuit & bakery brands from the house of Saj Food, has launched a new television commercial campaign for its popular Rich Marie biscuits range, featuring former Indian cricket captain, Sourav Ganguly.

     

    Vijay Kr. Singh, Managing Director, Saj Food said: “Our association with Sourav Ganguly goes back a long way and our Rich Marie segment is one of the most popular biscuits range from the Bisk Farm portfolio. With his charismatic personality and mass appeal, we are confident that this campaign will connect with our target audience and drive sales for Rich Marie biscuits. The campaign comes with an exciting offer where lucky customers can win gold coins. We are confident that all biscuit lovers and Dada’s fans will enjoy this offer as much as they love our Rich Marie biscuits.”