MxMIndia

Category: MARKETING

  • The musical film directed by Shwetabh Varma has been scripted by Expresso

    Tata Salt Unveils stresses importance of iodine in campaign

    By Our Staff

     

    Tata iodised Salt has unveiled a campaign titled: ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’, which aligns with the brand’s core theme of ‘Desh Ki Sehat, Desh Ka Namak’. This campaign emphasises the crucial role of normal mental growth in children and highlights the significance of providing them with adequate iodine—a key micronutrient vital for cognitive development.

     

    This musical film directed by Shwetabh Varma has been scripted by Expresso and brought to fruition by the brand’s creative strategy and execution partners, NorthSide Brand Works Pvt. Ltd. and Prime Focus Technologies Ltd.

     

    Speaking about the campaign, Deepika Bhan, President, Packaged Foods- India, Tata Consumer Products, said: “Tata Salt is unwavering in its commitment as a guardian of the nation’s health. We understand that the right amount of iodine is essential for a child’s mental development and strive to provide this in each and every bag of Tata Salt .. aakhir ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’..”

     

  • Pan Masala ads with washed out celebs dominated IPL advertising, rues Vikas Mehta

    IPL Advertising – An apt reflection of the advertising industry

     

     

    With apologies to none at all

     

    By Vikas Mehta

     

    Vikas MehtaSure, the IPL this year has been as exciting as ever. Sure, Gujarat Titans have established themselves as a force to reckon with. Sure, CSK with the evergreen M S Dhoni still around, have shown that they are not a spent force. Sure, Mumbai Indians with a 34-year-old spin bowler who was bought as an afterthought, being the leading wicket-taker, have proved that the game is now totally batsmen-dominated.

    And surely, the advertising during the IPL touched new depths of despair.

    I say this with conviction because of four solid reasons:

     

    One, a big number of brands used old ads which had been running on mass media for months. So, IPL which was once an event where new campaigns would be launched or for some brands like Vodafone ZooZoo, the IPL was the only platform to advertise had now become a rerun platform for old ads.

     

    Two, it was not a category like mobile phones, or chocolates or cold drink which dominated advertising but a category like Pan Masala with surrogate ads which dominated the advertising charts.

     

    Three, even new age category players like Cred or Phone Pe gave the tournament a miss.

     

    Four, there were very few ads which did not have a celebrity. Which means that lazy advertising was at work. Just get a celebrity and spend money on location was the celebrity mantra. Or get more than one celebrity and fit them in a frame, on location. Or better still get some old, well past their sell by date celebrities and fit them into split frames, on location. As a result, advertising ideas or stories were totally missing.

     

    The twist in the tale was one brand, Dream 11, which took the celebrity route and tried all the tricks of the trade mentioned above. And yet came up with the most compelling and memorable ad campaign of IPL.

     

    The trick in the tale was that Dream 11 started with an advertising idea. Cricket stars being challenged to cricket by film stars. With a simple but endearing idea that can spawn off many anecdotes, the brand continued to evoke interest right through the event with different executions.

     

    And the biggest reason why this campaign worked was that it had many executions. It was not a one-off but seemed like a continuous soap opera. With the idea firmly established the brand effortlessly continued the story with simple executions. The personal touch like Rohit Sharma ribbing Aamir Khan about his not attending award ceremonies or Aamir Khan being a stickler for perfection, kept the audience interest high.

     

    For a tournament that lasted for two months, it’s not easy for a brand to create interest and sustain it. And for a product like Dream 11 which is all about gaming, where each match means more footfalls, more revenue for the brand, the essential thing is to maintain interest and involvement. Dream 11 achieved this wonderfully. My only grouse with Dream 11 was that it could have involved the audience much more. With a firmly established idea and a galaxy of celebrities involved, they could have invited the audience to send in their own scripts. Some good ones could have been executed and some more even shared and acknowledged.

     

    Advertising has to go beyond just ads. In its glory days, before the advent of digital, the advertising folks would think of an activation idea. Today, that proactiveness or that going beyond the call of duty has been lazily surrendered to digital. The problem is not digital but the lack of an idea. That leads to a one off which just drowns in the sea of ads that are visible during an event like IPL.

     

    Mind you, there is a difference between having an idea which can be executed in different ways and just running a series of ads. Tata Neu and Tata Tiago go.ev. Both the brands which are from the IPL main sponsor stable, spend heavily and did make their presence felt during the tournament telecast. But in my mind, these were like a press announcement. Specially the Tata Neu coins ads. The brand was trying to exhort users to use the app more and get more rewards. It did have many executions. It did start with some promise. I thought there was a sliver of an idea in the continuity loop of buying something, getting some coins, buying something else with those coins but it looked as if the brand custodians themselves were not sure of the idea. The execution idea with humour involved could have been sustained but it was hastily abandoned with the need or pressure of increasing app usage and finally it was all about the announcements of extra coins etc. A pity as a floundering product like Tata Neu app could have been revitalised with an idea-led campaign and not just a series of ads.

     

    This was the promising beginning Tata Neu, And this was the abysmal level it dropped to. Pun intended after you watch the ad. Tata Neu drop

     

    Tiago ev.go tried to sell the category of electric vehicles with the hackneyed idea of “so many reasons to buy a EV” And the execution of why go.ev # number was worse. Again, they tried humour as a route but most executions fell flat. Another case of missed opportunity. Watch

     

    But for me the most tragic case of advertising on IPL was of Airtel. Tragic, because this brand was built on the back of some great advertising campaigns. Tragic, because the brand had a new offering 5G to talk about and in the absence of its biggest competitor Jio, which had dominated IPL in the recent year with its inane celebrity led advertising, Airtel had a unique chance to build on its legacy. Tragic also because Airtel is headed by one of the sharpest marketing minds in India and it is sad that Airtel produced this drivel under his watch. See it here.

     

    And finally, an epitaph for soft drink advertising on IPL. The timing of IPL is just right for soft drink category. The onset of summer, the sight of players sweating, the humid conditions all add up to a great opportunity for the category. And yet Thums Up came with some apology of ads with Shah Rukh Khan and though Pepsi did come up with an interesting ad with Ranveer Singh, its presence was hardly noticed.

     

    It’s indeed a sad state of affairs when a category like Pan Masala with mostly washed out celebrities, dominated the IPL advertising scenario. It was an apt reflection of the sorry state of Indian advertising industry.

     

  • For shingles awareness and prevention

    Amitabh Bachchan makes film with GSK

    By Our Staff

     

    GSK biopharma company has announced a partnership with Amitabh Bachchan to raise awareness about shingles, a painful condition that affects 1 out of 3 adults above the age of 50 years.

     

    The film has been conceptualised and executed by Lowe Lintas. The creative focus is on capturing the intensity of the shingles pain through powerful metaphors and images. The representation of pain is based on scientifically documented patient testimonies.

     

    The campaign film evocatively captures the agonising pain caused by shingles and its debilitating impact on the people living with it. It gives an important message that it is possible to protect ageing adults against this pain through vaccination.

     

    Dr Rashmi Hegde, Medical Director, GSK, said:“Amitabh Bachchan has been the face of several disease and vaccination awareness campaigns before, and his support has motivated people to take the required action to prevent these diseases. Today, India’s ageing population is rising, and we need to make them aware of diseases such as shingles which can impact their quality of life. We believe this will persuade more people to talk to their doctors about protecting themselves or their loved ones from shingles.”

     

    Commenting on the creative insight for the film, Sagar Kapoor, Chief Creative Officer (Global Brands), Lowe Lintas added: “Our challenge was to find a way to ‘show’ the unbearable pain of shingles, a sensation that can only be ‘felt’. That is why we have made use of imagery such as sharp nails piercing the body or a person getting electric shocks. We do not want to scare people, but we want to make them aware that Shingles can be extremely painful, and it can be prevented.”

     

  • The technology sector has overtaken diversified industries as a leading contributor over the last decade

    TCS tops Interbrand Most Valuable Brands list

     

     

    By Our Staff

     

    Interbrand, the world’s leading brand consultancy, proudly presents the eagerly awaited list of India’s Top 50 most valuable brands. The unveiling event took place in Mumbai, with Rajashree R, Chief Marketing Officer, TCS, joining Gonzalo Brujo, Global CEO, Interbrand, as keynote speaker.

     

    Celebrating its 10th year, the Best Indian Brands report has become a definitive guide to the nation’s brand landscape since its inaugural publication in 2014. This year’s edition showcases remarkable growth, with a total list value of INR 8,310,057 million (US$ 100 billion), marking a significant 167% increase over the past decade. Notably, this is the first time the total value of the table has surpassed the US$ 100 billion mark.

     

    The rankings for 2023 reveal the following brands as the frontrunners:

     

    The top three brands alone account for a staggering 46% of the total value of the Top 10 brands. Additionally, the top five brands collectively contribute 40% to the overall value of the table. This year marks a historic moment, as three technology brands secure positions in the top five for the first time in the past decade. The top ten brands in the table have achieved remarkable scores across three of Interbrand’s Brand Strength Factors: Trust, Distinctiveness, and Empathy.

     

    The total brand value of the Top 10 brands, amounting to INR 4,949,920 million, exceeds the combined value of the remaining 40 brands on the list, which amounts to INR 3,360,137 million.

     

    Examining the fastest-growing sectors over the last ten years, FMCG demonstrates an impressive Compound Annual Growth Rate (CAGR) of 25%, followed by Home Building & Infrastructure at 17%, and Technology at 14%

     

    Highlighting the top ten fastest-growing brands over the past decade:

     

    The technology sector has overtaken diversified industries as the leading contributor to the total table value over the last decade.

     

    The Home Building and Infrastructure sector has experienced remarkable growth, surging from INR 69 billion to INR 344 billion, closely followed by Technology, which expanded from INR 693 billion to INR 2.5 trillion in the past 10 years.

     

    While the Financial Services sector still boasts the highest number of brands with nine representatives in the table, the Home Building & Infrastructure sector has witnessed the most significant rise, with seven brands entering the list since 2014.

     

    Said Ashish Mishra, CEO, Interbrand India & South Asia: “This year’s Best Indian Brands event highlights the remarkable concentration of brand value among the top three and top five brands, demonstrating their strong impact on the overall landscape. It is an extraordinary moment to witness the ascent of technology brands, securing prominent positions in the top five after a decade. The exceptional performance of the top ten brands, particularly in the Brand Strength Factors of Direction, Coherence, and Trust, underscores their strategic focus and ability to build lasting connections. With a total brand value surpassing the combined value of the remaining 40 brands, these leaders exemplify the power of effective brand management. The phenomenal growth of sectors such as FMCG, Home Building & Infrastructure, and Technology reflects their resilience and ability to adapt to evolving market dynamics. Notably, the Home Building & Infrastructure sector has witnessed a remarkable rise, welcoming seven new brands to the list since 2014. As we explore the ‘Brand New World,’ we are excited to celebrate the achievements and potential of these brands and their contribution to India’s economic landscape.”

     

    Said Gonzalo Brujo, Global CEO, Interbrand: “This year’s list showcases the remarkable growth and evolution of the Indian brand landscape. The significant increase in total brand value, surpassing the US$ 100 billion mark, is a commendable feat and demonstrates the strength and potential of Indian brands on a global scale. We are proud to witness the continued success and innovation of these brands, shaping the future of business in India.”

     

  • Created by McCann Worldgroup

    Yes Bank refreshes brand identity

    By Our Staff

     

    Yes Bank unveiled its refreshed brand identity created by McCann Worldgroup.

     

    Commenting on the launch of the refreshed brand identity, Nipun Kaushal, Chief Marketing Officer and Head CSR, Yes Bank, said: “Over the last three years, Yes Bank has been through a transformational journey and has since then, progressed on several strategic objectives to position itself as a strong customer centric franchise. As brand custodians of the Bank, it was imperative to represent the extent of our transformation in the best possible manner. I am delighted to present to you a refreshed identity of Yes Bank, which resonates the ethos and values we uphold, the emotional connection we have with our customers, and our motivation to provide them with a rewarding banking experience. Our campaign tagline ‘Life Ko Banao Rich’, reflects our objective to encourage customers to spend time and make memories with their loved ones, and leave their banking needs to us.”

     

  • The Woah Films will cater to all production requirements

    The Marcom Avenue launches own production house

    By Our Staff

     

    The Marcom Avenue (TMA), marketing agency, launches its own production house, The Woah Films.

     

    The Woah Films aspires to establish itself as a comprehensive hub catering to all production requirements, providing a wide array of services encompassing Brand Films, DVCs, Script Writing, Video Production, 2D and 3D Animation, Concept Photoshoots, Product Photoshoot, Artist Management, VFX & Post, and CGI & Animation.

     

    Sid Sagar Virmani, Group Account Head, The Marcom Avenue: “We are incredibly excited to introduce The Woah Films to the world,”. “Our new venture will cater to the paradigm shift in advertising, moving away from standard TV commercials (TVCs) towards short videos keeping the art of storytelling still intact. The virality factor of the content relies on a compelling storyline that addresses pain points and touches hearts. In the information age, people are bombarded with information, resulting in a significantly reduced attention span. If your content fails to capture attention within 3-4 seconds, it is likely to be scrolled away. We recognize the importance of integrating technology into the realm of video production, and with AI in the picture, the game has completely changed. Our team comprises exceptional individuals equipped with state-of-the-art resources and modern studios, enabling us to bring each story to life.”

     

  • To bring India a brand new experience on WhatsApp

    JioMart & L&K Saatchi & Saatchi collaborate

    By Our Staff

     

    L&K Saatchi & Saatchi has put out the next installation in its ‘Shopping Aisa, India Jaisa’ campaign for JioMart. The two-film campaign taps into this consumer behaviour to bring alive the shopping experience that JioMart on WhatsApp offers all its shoppers.

     

    Said Kartik Smetacek, Jt. NCD at L&K Saatchi and Saatchi: “As if we weren’t already spending too much time on WhatsApp, JioMart has now made it possible to also shop there. In a way that’s simple, seamless, and intuitive. That’s what the films demo in a fun and entertaining way.”

     

  • To bridge the education gap in rural India

    Vedantu & Dentsu Creative launch The Everything Book

    By Our Staff

     

    Vedantu, in partnership with Dentsu Creative India, has developed a patented network aggregator device nestled in a book titled, ‘The Everything Book’. The device aims to bridge the connectivity gap by providing high-speed internet access to the most remote and disconnected parts of India. The goal is to provide children in these areas with a fair opportunity to access the education they rightfully deserve.

     

    Said Pulkit Jain, Co-founder, Vedantu: “We want to bring quality education to every child in the country, but without the internet, you cannot stream online courses. Children of rural India have so much potential which we’re losing out on because of a lack of supporting infrastructure. We worked with DENTSU CREATIVE to bring the idea ‘Everything Book’ alive to make sure quality learning reaches as many children as it could in our country.”

     

    Added Aalap Desai, Chief Creative Officer, Creative Experience, West, Dentsu Creative India: “The Everything Book has the potential to democratise education in the country. It is simple to use, is portable, and can be easily held and moved around letting children who don’t even have a proper classroom to sit in, let alone proper books and resources, to study connect to the internet and stream the latest syllabus and learn from the best teachers at Vedantu.”

     

  • To be the new brand ambassador

    Rahul Dravid backs Farmley dry fruits

    By Our Staff

     

    Dry fruits and nuts specialist, Farmley, has announced the appointment of Rahul Dravid as its first brand ambassador.

     

    Said Abhishek Agarwal – Co-Founder, Farmley: “Having him on board with Farmley is heart-warming, and we are proud to welcome Rahul Dravid to the family. Being a celebrated cricketer, Dravid has always been committed to being healthy, which helps us rightly position ourselves as a brand that believes in keeping the healthy in the dry fruits & nuts segment intact by eliminating the middlemen and offering adulteration-free products. With Rahul’s support, we aim to further expand our brand presence and connect with a wider audience, while upholding our promise of delivering premium and pure dry fruits & nuts.”

     

  • To empower mechanic community

    Shell Lubricants launches initiative

    By Our Staff

     

    Shell engine oil and lubricants has launched an initiative for the mechanic community. ‘Sapne Honge Apne’, seeks to support their dreams and aspirations by being a partner in their journey. The initiative is backed by a recent internal survey conducted by Shell Lubricants.

     

    Aiming to reach more than 80,000 mechanics enrolled with the Shell SHARE app, Sapne Honge Apne will support the community in India by financially empowering mechanics to achieve their dreams and strengthen their future.

     

    Amit Ghugre, Automotive Sales and Marketing Manager, Shell Lubricants India, said: “At Shell, we have supported and empowered India’s mechanic community in multiple ways over the years. They have been a trusted partner for Shell bringing their deep experience, irreplaceable knowledge, and strong work ethic to make every journey a success. ‘Sapne Honge Apne’ is a token of our appreciation for their efforts, and we hope this will allow them and their families to dream boldly.”

     

    Shell Lubricants India announced the first winner of ‘Sapne Honge Apne’ initiative, Nitin Sood from Dharamshala, “I have been associated with Shell Lubricants India for the past 6-7 years and was encouraged by the team to participate. I dream of increasing my income, growing my customer base, and expanding my shop. It is my father’s dream that I take my shop to great heights and make a name for myself and my family,” Nitin said.

     

    The initiative adds to Shell Lubricants India’s existing trade community initiatives that have enhanced opportunities for mechanics by upskilling them or upgrading their workshops and adding value to their lives.

     

  • To empower women to #ClaimYourPleasure

    TTK Healthcare releases new brand film

    By Our Staff

     

    MsChief, TTK Healthcare’s sexual pleasure brand for women, has unveiled its all-new brand film. The new brand film traces the journey of five women from different walks of life who challenge the norm and shatter everyday stereotypes through their choices.

     

    On the launch of the brand film, Vishal Vyas, AVP Marketing, TTK Healthcare said: “MsChief rejects the idea that women should settle for diminished or muted pleasure. Today, women are forging ahead with milestones in all industries and fields, have broken barriers in terms of pay parity and education, but the pleasure gap is something which needs to be addressed equally openly. MsChief empowers women to claim their pleasure with their range of products, and the brand film reflects that.”

     

  • Actor Vijay Raaz lends his voice to the digital video

    Aditya Birla Group observes World Environment Day

    By Our Staff

     

    In honour of World Environment Day on June 5, the Aditya Birla Group has initiated the #BigOnCircularity campaign to promote awareness on sustainability. As part of the campaign, the group has unveiled a digital video titled, #YehDuniyaGolHai, showcasing the voice of actor Vijay Raaz.

     

    The Group also released a longer version of the digital video that captures sustainability milestones, innovations and goals of its businesses.

     

    Notes a communique: “At the forefront of building a sustainable future, the Aditya Birla Group keeps circularity at the core of all its business decisions.  Driven by a mission to minimise the environmental footprint, the Group is implementing innovative recycling practices to foster circularity across its products and businesses. Last year, the Group repurposed, recycled and co-processed over 11.9 million tonnes of waste, showcasing its commitment to responsible waste management practices.”