MxMIndia

Category: MARKETING

  • Film target Gen Zs and Millennials during stress of exams

    Mars Wrigley’s Snickers unveils two new Exam Bar Campaigns

    By Our Staff

     

    Mars Wrigley’s Snickers chocolate unveils two new exam bar campaigns. The latest digital and TVC films introduces two new characters – Alexander and Einstein  and captures the daily struggles of Gen Zs and Millennials. The campaign is available in nine languages including Hindi, Tamil, Kannada, Malayalam, Telegu, Bengali, Oriya, Gujrati, and Marathi on both TV and digital platforms.

     

    Talking about the launch of the new Snickers films, Varun Kandhari, Director of Marketing, Mars Wrigley, India said: “The brand proposition of Snickers, ‘You’re not you when you’re hungry’, has become iconic and is loved by consumers across the world. The campaign has a simple message that while stress and hunger can get to the best of us, one can always grab a Snickers. The films are also relatable for younger generations dealing with highly stressful situations such as exams and have an universal appeal. At Mars Wrigley India, we are led by our purpose of creating a billion better moments for consumers and communities, and we are confident that the audience will love the new TVC as we celebrate the joy associated with Snickers.”

     

  • To feature in upcoming ad campaigns and promotional activities

    PNG Jewellers signs Madhuri as brand ambassador again

    By Our Staff

     

    PNG Jewellers signs Madhuri Dixit as its brand ambassador again for the next two years. Dixit will feature in PNG Jewellers’ upcoming advertising campaigns, social media content, and other brand promotional activities, starting with the Gudhi Padwa campaign.

     

    Said Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers: “We are delighted to have Madhuri Dixit as our brand ambassador, and we look forward to working with her over the next two years. Our association with Madhuri goes back a long way. She and her family have been our customers for many years. She is still India’s sweetheart and a dancing diva beyond competition. Her values are aligned to ours as well. This association will help us to strengthen our brand’s image and consolidate our position in the Indian and global jewellery market. Her presence in our ecosystem is an invaluable asset as we move into the next phase of growth. PNG Jewellers will be launching at least 5 more stores in the next financial year.”

     

  • Highlights product offerings and responsible gaming

    A23 gaming platform launches new brand films

    By Our Staff

     

    A23 (Head Digital Works), multi-gaming platform, launched a fresh cluster of brand films under its ‘Chalo Saath Khelein’ campaign featuring actress Rakul Preet Singh. With the initial leg of these ad films, the brand highlights a variety of online rummy formats available on the A23 Rummy application on which users can play online together with friends and family.

     

    The brand film coincides with the ongoing cricket season and the upcoming IPL.

     

    Speaking about the campaign, Gunnidhi Singh Sareen, VP- Marketing, Head Digital Works said: “At A23, we are committed to providing our players with a responsible gaming experience, and our new ad films ahead of the IPL season reflect that. We believe in offering customized game play options to all our players, ensuring that they can enjoy our offerings in a safe and responsible manner. As we launch our latest campaign, we are proud to say that our responsible gaming narrative remains at the heart of our business. We are also excited to highlight our fantasy gaming experiences and offerings this season in the second leg of the campaign. The IPL season presents an excellent opportunity for us to reach the right audience, and we are excited to showcase our offerings on TV to millions of viewers.”

     

  • To showcase revamped product and packaging

    82.5 launches Ghadi campaign

    By Our Staff

     

    Ghadi detergent, popular in north India, has launched a campaign to showcase its revamped product and packaging. The creatives have been executed by 82.5 Communication.

     

    Speaking on this Rahul Gyanchandani JMD RSPL Ltd. said, “At RSPL we are committed to keeping the customer at the heart of everything we do. We constantly push ourselves to meet not just the expressed but even the latent needs of our customers. With the changing times, we knew that the woman of today is hard pressed for time and we wanted to make her life better. Therefore, I am pleased to inform the launch of our new formulation. This is not just an evolution, this formulation will make a real difference to the consumer’s life. I congratulate the team for a massive campaign Mr. Bachchan talking about the problems of the consumers and offering a solution to it with India’s No.1 Ghadi detergent powder.”

     

    Mayur Varma, Chief Creative Officer 82.5 Communication added, “I am excited to be a part of the launch of new Ghadi detergent powder which is going to fundamentally simplify the way mass India washes clothes. An unprecedented offering needed an unprecedented image. Thus, was born the idea of Amitabh Bachchan in a bucket questioning, ‘Kapadon ko aadhe ghanta kyun bhigana padta hai?’ We are hoping this stark image will urge consumers to question the norm too and appreciate the technology advancements in the new Ghadi.” As per Chandana Agarwal, President 82.5 Communication North and East, “The brand takes the big bold step of questioning a norm that has defined the category usage – The 30 minutes of soak time. This norm is not just questioned but broken with great aplomb. “Ab kapdo ko aadha ghanta bhigona kyon?” is the central thought of the campaign. We are very proud and excited to be a part of this new ‘Ghadi’. The ambitious campaign has been shot by Apocalypso Productions.”

     

  • Campaign created by Leo Burnett

    Rajkummar Rao loves Lay’s in new TVC

    By Our Staff

     

    Lay’s potato chip brand has launched a TVC campaign featuring actor Rajkummar Rao. The ‘Ghar Par Lay’s Always’ campaign speaks to the consumers on the perils of not stocking-up Lay’s at home.

     

    Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India said: “At Lay’s, we are committed to infuse a sense of joy into our consumers’ lives and uplift their consumption experiences with our distinct offerings and relatable storytelling. Our newest TVC film for ‘Ghar Par Lay’s Always’ perfectly captures the central role that Lay’s plays during at-home occasions. We’re thrilled to have associated with Rajkummar Rao for this campaign and he has fantastically brought this messaging to life in the film. We hope that it will prompt Lay’s fans to always keep their favourite Lay’s well-stocked at home and experience fun uninterrupted.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer, Leo Burnett – South Asia: “Lay’s has always been the perfect snack partner and with this film we wanted to reiterate to the audiences to stock up their favourite Lay’s at home. With this hilariously exaggerated cautionary tale starring Rajkumar Rao, our film gives people a glimpse into the perils of not having ‘Ghar Par Lay’s Always’! If you don’t have Lays, anything can happen.”

     

  • Celebrates Chennai, Hyderabad and Bengaluru as real estate growth engines

    Magicbricks launches multi-city campaign

    By Our Staff

     

    Magicbricks, property portal, has launched a multi-city, omnichannel marketing campaign #OurCityOurHome to celebrate the growth engines for real estate and reiterate its commitment to partnering home seekers to find their dream homes in these cities.

     

    The campaign unveils video trilogy celebrating Chennai, Hyderabad and Bengaluru as real estate growth engines.  According to Magicbricks Research, in 2022, 80% of potential home buyers searched for apartments, up from 67% in 2021, and Bengaluru was the most searched city in India for purchasing properties.

     

    Elaborating on the campaign, Devarshy R. Ganguly, Head of Marketing, Magicbricks said: “For more than 15 years, we at Magicbricks have been serving customers throughout the country in their quest for a home. As the cities have evolved, so have we, and have grown and gained deep insights into the evolving needs of our customers. Consequently, we are ideally placed to partner with home seekers in making this important decision. This campaign is a reflection of our deep understanding of these cities and how we are best placed to serve as the gateway for customers to find their dream homes.”

  • For the Telugu, Kannada and Tamil Nadu markets

    Kalyan Jewellers ropes in Rashmika Mandanna as brand ambassador

    By Our Staff

     

    Kalyan Jewellers has announced the appointment of Rashmika Mandanna as its brand ambassador for the South, representing Kalyan’s lifestyle segment.

     

    Commenting on the appointment, Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, said: “We are thrilled to have Rashmika Mandanna as our brand ambassador for the Telugu, Kannada and Tamil Nadu markets. Together will Kalyani Priyadarshan, she will be the face of our lifestyle jewellery line up, and we are confident that her popularity and appeal will help us connect with a wider audience and strengthen our brand further.”

     

  • Brand unveils "Flavor Wala Fast"

    Haldiram’s rolls out Navratri menu with campaign

    By Our Staff

     

    Haldiram’s launches its Navratra delights menu to fulfil all your navratra cravings. Brand has unveiled, “Flavor Wala Fast” campaign with sumptuous recipes with unbeatable taste. Serving the most hygienically prepared Navratri meal, Haldiram’s is one of the first restaurants to start with Navratra’s special delicacies.

     

    Unveiling the new menu, Divya Batra, Head of Marketing at Haldiram’s, said:“It is time to fast with room for enough flavours as you cherish the meal by the end of the day. To make the fasting journey scrumptious throughout navratra’s, we at Haldiram’s have unveiled the specially curated Navratri menu which includes the celebrated fasting snacks to filling, wholesome dishes without making you feel guilty. Visit your nearest Haldiram’s restaurant or order online on Zomato to try these lip-smacking creations.”

     

  • It features actor Mithila Palkar

    PepsiCo’s new campaign for Nimbooz

    By Our Staff

     

    PepsiCo India is has unveiled a new campaign for Nimbooz, featuring actor Mithila Palkar. The campaign has been conceptualised by Leo Burnett.

     

    Speaking about the new summer campaign, Anuj Goyal, Associate Director, Juices, PepsiCo India, said: “7UP Nimbooz has been inspired from Indian’s everlasting love for nimbu pani and is a perfect refresher for the long and hot summers ahead of us. Our new campaign beautifully captures the thought of ‘freshness in a bottle’ and transports you to a cool and rejuvenating place. We are confident that it will appeal to the masses and reinforce the brand’s superior taste offering.”

     

     

     

    View this post on Instagram

     

    A post shared by Mithila Palkar (@mipalkarofficial)

  • The TVC features the cricketer doing a hook step to the tune of 'Orient BLDC Ghoomega, Toh India Jhoomega'

    MS Dhoni shakes a leg Orient fans

    By Our Staff

     

    Orient Electric Limited has launched a new TVC featuring brand ambassador MS Dhoni to promote its BLDC range of fans.

     

    Said Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric: “At Orient, we have been at the forefront of developing and promoting products and solutions that are good for our consumers and for the environment. Our wide range of BEE 5-star rated BLDC fans that provide up to 50% saving on electricity bills without compromising on air delivery and aesthetics is a step in that direction. We have great confidence in the potential of BLDC fans as the future of the industry which has been beautifully captured in our new campaign ‘’Orient BLDC Ghoomega, Toh India Jhoomega’. It is an earnest effort from our side at encouraging the entire country to switch to and groove to the benefits of BLDC fans. And with MS Dhoni adding his unparalleled charisma and charm to the campaign with his helicopter shot styled hook step, this film is certainly a treat for the eyes. I am sure this will grab viewers’ attention and create a lot of excitement about Orient BLDC fans.”

     

    Added Sagar Mahabaleshwarkar, Chief Creative Officer, Contract India: “There’s no better feeling than when you switch on a fan and that cool, calming breeze hits you in the face. And for Orient’s new campaign, we made good on this insight. The brief was clear from the beginning. In a market where every competitor is talking about the functionality of BLDC fans, how can Orient stand out? For a brand that has a rich legacy and has always been known for innovation, something simple just wouldn’t cut it. We had to establish Orient as a leader in the category. So, we decided to capture that joyous moment when you switch on a fan and marry it with a catchy, energetic jingle. Taking a page from MSD’s book, we devised an elegant dance hook and created a TVC which had MSD breaking into a dance for the first-time-ever in a commercial. In the process, we managed to capture the pulse of the country while ensuring that Orient becomes synonymous with the BLDC category.”

     

  • In new packaging with cola, lemon and orange flavours

    Reliance brings back Campa with Elephant

    By Our Staff

     

    Reliance Industries relaunches Campa Cola in a completely transformed avatar. A popular brand from the 1970s and 1980s, is now being launched in cola, lemon and orange flavours.

     

    The rebranding echoes brand’s bold & confident personality, where the use of deep purple is complemented by category-defining red in the Campa ‘swoosh’.

     

    The all-new Campa Cola packaging has been conceived by Elephant design-led strategic consultancy.

     

    Said Ashwini Deshpande, Co-founder & Director, Elephant: “Rebranding Campa was once in a lifetime opportunity. How many independent brand agencies can claim to develop a megastar cola brand? With the ambition & resources of Reliance team, we had a solid backing for venturing into new ways of bringing the brand to life. As we had a consensus that Campa would be built on the codes of being confident, unpretentious, and highly differentiated, there was no need for creating multiple brands for different flavors as the attitude and promise would remain consistent across all Campa beverages. This would also be a ‘first’ in this category.”

     

    Explains Nidhi Isaac, Director – Brand & Design, Elephant: “We set out to develop a contemporary brand for the confident young India. We believe branding is about helping consumers identify with the product and navigate better; whether through e-commerce or on retail shelves. Our work is always focused on people and guiding them towards the right choices.”

     

  • Sanjeev Kotnala on some of the advertisements that caught his attention, in the recent past

    These are a few of my favourite creatives…

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaVermajee, my mentor, asked if I had seen some good work in advertising and communication recently and why they didn’t make it to my blog and article. I realised that the audience might be feeling the same way, despite my appreciating the work I liked. It was time for me to list some creative hits of recent times. No, this is not a universal sample, as many good works could have escaped my attention, but I liked and enjoyed these few. And for a change, I killed my urge to title it: Good, Bad and Ugly.

    Apart from my TV viewing, newspaper reading and regular digital interaction, my exposure to creative work is thanks to @Beastoftraal on Twitter, Gokul Krishnamurthy column ‘Work that speaks’, Economic Times updates and Campaign. If I missed some work that should have been a part of this- do let me know.

     

    Hyatt: We put the ‘you’ in your wedding.

    How one wishes that things could be so smooth in a marriage. HYATT promises (or over promises) that special smooth destination wedding because they care for the details and go out of their way to make that special day memorable for you. Hyatt puts the ‘You’ in the wedding!

    It is different that the party would be more comfortable with a large team of wedding planners at such weddings than the hotel staff. The trust factor with hotels in events is still not high, which may be the reason for the communication.

    The instances framed in the communication are relatable and interestingly done. One hopes the brand lives up to the promise because the day is special for the stakeholders, and a bad experience would kill it. The campaign did remind me of the ‘I TAKE CAHRGE’, a successful internal campaign developed by Lintas for Oberoi hotels in the early nineties.

     

    Falling in Love: Home Centre

    I was misled entirely when I watched the Home Centre ad for the first time. Then I watched it, again and again to appreciate how the whole story. How the mind was purposefully diverted, and I enjoyed the little diversions.

    I find the ad again long; however, it holds the interest, and maybe the subject demands that the story is told ever so gently. Watch it and see how it traps you. The communication may take time to be appreciated, but such work impact remains longer.

     

    Make My Trip: Hotel Refund

    I like Make My Trip’s ads more than their product and services.

    Now, that is courageous of the brand. In the last few years, one has seen so many complaints about hotel and travel bookings with MMT that one has personally shifted loyalties. Maybe the brand must have realised the issue and appreciated the traveller’s desire for this freedom resulting in this communication. Hopefully, MMT is ready with better service. The cancellation charges on hotels and airlines are really frustrating for any traveller. This is not the first time MMT is talking in this language. One remembers their  MMT pe book kiya and Zero cancellation charge communication.

    This ad series reiterates the advantage of consistently using the same brand ambassador – Alia and Ranveer. Both perform admirably in different situations and characters. And then I do love multiple creative campaigns with synergy.

     

    The Times of India: Ad Flipbook

    It is not a new idea, but it is well executed. A similar idea was executed in early 2012 by the Dainik Bhaskar Group. The format of the physical book restricted the reach.

    The Times of India digital flip book avatar demonstrates to the clients and agencies the possibilities in innovative shapes and sizes with Times of India.

    The underlying thought ‘because one size does not fit all’ is so true that brands are blind to it. However, a digital version gives a higher reach, but the real feel is missed. Hope the teams have a whole set of sample prints to share with the agencies and clients.

    To succeed, rate and offer renationalisation is needed, which the masters in space marketing- Times of India does the best.

     

    Ashok Leyland: 75 years

    “Koi Manzil Door Nahin” is the new campaign part of the 75th-year celebration of Ashok Leyland. It continues with the life impact stories- the transformation the commercial vehicle promises in the customers’ lives. It is reassuring under ‘Koi Manzil Door Nahin’, which means no dream or destination is too far. The brand promises to be with the customers in this journey. Hopefully, this ad is a minor part of a more extensive detailed programme.

     

    Tanishq: Dream

    I love it for the simplicity and the twist at the end of this UGADI new year ad. And the question that I raised at the end is very pertinent. I am also happy that Tansihq, for a change, did not find some fault and suggested changes in Hindu rituals and traditions. It is nice to see the brand and take the route of reflecting on the positives.

    Tanishq had a lovely ad on women’s day titled superwoman; it presented the other side of her being a human too. Not something new or surprising, but the presentation is quite nice. Though I still find it to be too long.

     

    Skore: Can’t miss to change the game

    The SKORE  ad I first saw with WPL telecast, is so simple and so apt with the proposition of Change the game. Just watch it. The brand Skore has been doing some good work. Interesting is also the work of Love-Depot by TTK the manufacturer and marketer of Skore Nothing.

     

    Net-net

    Some good creative work is happening in the industry, but one rarely finds something superlative or excellent. I have in past written about the campaign,  Samsonite- Tested like samsonite  and Cadbury- Kisi Aur Ki Khushi.  Another addition to list is Dhan– for nothing but sheer clear TG definition and focus.

    It is good to see a decrease in brands taking potshots at Hindu traditions and rituals. This time, one found only the Holi ad by Bharat Matrimony as offtrack and completely exceeding the brand arena. Yes, a small section of rowdies gives the festival a bad name- but then the same message could be shared in a different tonality rather than colouring the whole Hindu society and festival in it.