MxMIndia

Category: MARKETING

  • Partnered by Madison Media Ultra and Team WPP

    Parachute Advansed Gold ‘Interrupts’ Zee with campaign

    By Our Staff

     

    Marico Limited’s Parachute Advansed Gold, a contemporary hair-nourishment & beauty brand, is shaking up the traditional approach to marketing campaigns and breaking through the clutter with Contextual Interruption Marketing. Through the brand’s latest campaign #NoBaalBanka, Parachute Advansed Gold in partnership with Madison Media Ultra and Team WPP, aims to capture the impact summer heat has on hair and how PA Gold makes sure hair stays nourished and protected during this heat.

     

    With an aim to effectively grab their consumers’ attention, Parachute Advansed Gold has used disruptive, contextual marketing across leading consumer interest platforms – ZeeTV, Zee5 and YouTube.

     

    Sharing her insights on this disruptive campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “Over time, Parachute Advansed Gold has built a strong, trusting bond with its consumers through effective communication and consistent product quality. Our latest campaign for Parachute Advansed Gold #NoBaalBanka, aims to disrupt the clutter of summer campaigns with a strong, contextually placed message to surprise and connect with our consumers when they are highly engaged. This, we believe will help us establish a genuine connection while leaving a lasting impact.”

     

    Jolene Fernandes Solanki, Chief Operating Officer, Madison Media Ultra added: “At our agency, we are constantly seeking innovative ways to break through the clutter and engage audiences effectively. The #NoBaalBanka campaign for Parachute Advansed Gold showcases our expertise in Contextual Interruption Marketing, creating disruption during the summer season. By integrating the brand seamlessly into popular serials both on TV /OTT and through trending YouTube videos. We have successfully connected with the target audience. We are proud to have collaborated with Marico & Zee on this unique and engaging campaign.”

     

    Speaking on the interruption Ashish Sehgal, Chief Growth Officer, Zee Entertainment Enterprises Limited said: “As a pioneer in the Indian media landscape, Zee has always been at the forefront in delivering innovative advertising solutions for its esteemed clients. We are delighted to partner with Marico for its #NoBaalBanka campaign leveraging a unique Contextual Interruption Marketing format on Zee TV and Zee5. This is a first of its kind solution on Zee TV making it a very special campaign indeed. I’m excited to team up with Marico on this unique campaign which is sure to resonate deeply with the audience.”

     

  • CenturyPly and its advertising agency, Wunderman Thompson, also onboarded Scam 1992 director Hansal Mehta for the film

    CenturyPly Club Prime gets onscreen Harshad Mehta for a push

    By Our Staff

     

    Plywood brand CenturyPly has embarked on a marketing campaign where it has partnered the Scam 1992, the OTT show on SonyLIv that had received rave reviews.

     

    Now we all know the various shades of grey that one associates with Harsha Mehta, but CenturyPly has tied up with the show and brought in the Pratik Gandhi who plays Harshad Mehta in the show to hardsell the product.

     

    CenturyPly and its advertising agency, Wunderman Thompson, also onboarded Scam 1992 director Hansal Mehta for the film.

     

    Commenting on the campaign,  Keshav Bhajanka, Executive Director, CenturyPly, said: “It’s very easy to get conned when buying plywood. A customer has a hard time, having to weigh the pros & cons of various brands of plywood in order to arrive at the right choice. CenturyPly has always kept the customer front & centre in everything that it does. In line with its corporate philosophy, this new advertisement for Club Prime is intended to give peace of mind to customers, helping them make the best ‘investment’.”

     

    Speaking on the film, Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, said, ‘Who better to speak about investment in India than the Big Bull himself? Who better to recreate the imagery of Harshad Mehta than Hansal Mehta? Who better to enact that role than Pratik Gandhi? When one brings together all in a commercial, along with the iconic music, one can hope it’s going to be a memorable watch.”

     

    The question is: will you buy a product that’s being pushed by Harshad Mehta, even if it’s in an ad?

     

     

  • With the Pataudi brother-sister duo

    TVA Productions films Myntra’s House of Pataudi Ad

    By Our Staff

     

    Myntra, fashion e-commerce platform,  unveiled House of Pataudi in October 2018 with Bollywood actor Saif Ali Khan. The brand collections are inspired by Saif Ali Khan’s personality statement, which considers his Pataudi heritage and contemporary fashion.

     

    In a recent ad film, House of Pataudi brand, highlighted Indian traditions and ethnic clothing. The film focused on the brother-sister banter during which they discovered unexpected twinning on a festive day. Soha opens her surprise gift and finds a gorgeous ‘House of Pataudi’ outfit. She discovers unexpectedly that her outfit matches that of her brother & they looked terrific when twinning!

     

    On the day of the shoot, Saif and Soha were seen enjoying this unique concept and were often caught in an exchange of laughter. Along with creating the commercial, TVA Productions also executed the whole campaign photoshoot for the brand.

     

    Harish Ramaswamy, Deputy Director, Marketing for Myntra’s House of Brands portfolio, said: “Working with TVA Productions with such a talented cast was incredible. It is one of the best brand shoots we have ever done. Special thanks to TVA for making this happen on such short notice. Despite many challenges and tight timelines, they remained available at 7 a.m. or 11 p.m. Throughout the process, the team ensured a smooth execution and timely delivery. This couldn’t have been done with anyone else, so big thanks to TVA.”

     

    Tarika Gulabani, the co-founder of TVA Group, added: “We are delighted to be able to work with such a wonderful team at Myntra, who trusted us with this project. It was an interesting concept for us to crack. At TVA, we prioritize quality over everything else. Working with the House of Pataudi and Myntra team was fantastic and great fun.”

     

  • As their first brand ambassador

    Rashmika Mandanna to promote NIC ice-creams

    By Our Staff

     

    NIC Honestly Crafted Ice Creams (NIC), a part of Walko Food Company Pvt. Ltd., unveils Rashmika Mandanna as their first-ever Brand Ambassador. Rashmika’s association with NIC is poised to enhance its presence.

     

    NIC Honestly Crafted Ice Creams offers a range with fresh fruit flavours like Ratnagiri Alphonso Mango, Tender Coconut, Chunky Sitaphal to indulgent flavours like Mediterranean Sea Salt Caramel and Smooth n Creamy Belgian Chocolate and authentic Indian-inspired creations such as Gulab Jamun, Gajar Halwa, Sheer Khurma and Motichoor Ladoo Ice Creams.

     

    Expressing his views, Sanjiv Shah, Director, Walko Food Company Pvt Ltd, said: “We are filled with pride to have Rashmika Mandanna with us as NIC’s first brand ambassador. Her charm and appeal make her the perfect embodiment of our brand values. This partnership holds immense significance for us as it represents our commitment to cater to a wide audience’s diverse tastes and preferences. Together, we embark on a thrilling journey to create moments of pure happiness and share the bliss of indulging in the perfect ice cream treat.”

     

  • For its Lubricants business

    Shahid Kapoor roped in as brand ambassador for Shell India

    By Our Staff

     

    Shell India has onboarded Bollywood versatile actor Shahid Kapoor as the brand ambassador for its Lubricants business. Shell is looking to expand its customer base and will bank on Kapoor’s pan-India popularity and youthful energy across all age groups.

     

    The brand also launched its new campaign, ‘Rukna Mushkil Hai,’ for Shell Advance range of motorcycle oils today. Aimed towards everyday Indian riders, the new campaign celebrates the rider community.

     

    Said Amit Ghugre, Automotive Sales and Marketing Manager, Shell Lubricants India: “At Shell, we constantly strive for progress. This collaboration strengthens our goal to support the hardworking spirit of bikers and power their progress. Shahid is an obvious choice as he has the right appeal and passion for love for bikes that has endeared him to millions of Indians, as a beloved youth icon. We are truly delighted to have Shahid on board as the Brand Ambassador for Rukna Mushkil Hai.”

     

  • Offers complete package of the latest Galaxy innovations

    Cheil showcases Galaxy A14 5G in campaign

    By Our Staff

     

    Cheil India released an all-new campaign that demonstrates the awesome new Galaxy A14 5G and the affordability quotient. The latest addition to the popular Galaxy A series is aimed at offering a complete package of the latest Galaxy innovations.

     

    The new campaign for Galaxy A14 5G embodies the message that ‘Awesome is for everyone’. Conceptualised by Cheil India, the campaign builds on the insight that in times when even simple joys can pinch the pocket, Galaxy A14 5G comes with awesome features and that too, at just INR 44 a day.

     

    Said Aditya Babbar, Senior Director, Mobile Business, Samsung India: “At Samsung, we believe in making meaningful innovations accessible to a larger audience. As India embarks on the 5G revolution, Galaxy A14 5G has been designed to be at the forefront of this revolution by offering a holistic 5G experience. Galaxy A14 5G is the most widely distributed 5G models. We have also made Galaxy A14 5G easier for consumers to own with affordability options that translates to just INR 44/day, which is a testament to our philosophy of’ Awesome is for Everyone.”

     

    Talking about the campaign, Vikash Chemjong, CCO, Cheil India said: “Most people know about the awesome features of our Galaxy A Series. All we had to do was remind them that they could now get Galaxy A14 5G for just INR 44!”

     

  • Though it plays safe with Rivaah, writes Sanjeev Kotnala

    And Tanishq does it again…

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaTanishq does it again. And the brand is appreciated for remaining true to its tradition of seeking change and making progressive statements, despite the last time getting trolled for trying to tinker with tradition and rituals.

    Frankly, what is there to appreciate. It is one of the safest advertisements on change. Earlier, Tanishq touched on more sensitive issues and took down the ads, and by now, the brand has realised that intent does not count in a troll-controlled ad.

     

    SIMPLE SAFE TANISHQ AD 

    The recent Tanishq Rivaah ad is simple. The bride tells her mom she will come home first to have her favourite Bhindi and then go to her in-law’s home in the same town. In the South Indian language edition of the Tanishq Rivaah advertisement, the bride’s favourite dish is changed to a regional favourite for that relatability.

    This change of dish with absolutely bas lip sync is seen and appreciated as an effort to regionalise, and it makes me laugh.

     

    CONSISTENCY MAKING ITS MARK

    Commentators on social media find the Rivaah ad brilliant. The brand continues to operate in the wedding space and plays it safe – really safe this time.

    Audiences by now expect Tanishq to pick uncomfortable societal truths and make a progressive point! Yes, the society that the brand finds comment-worthy is only Hindu.

     

    SOCIETAL TRUTH ONLY IN HINDU MARRIAGES AND RELIGION?

    The ad could have used any religion. Parsi, Muslim, Sikh or Christian as the base and would have made equal sense.

    Maybe in the case of Christian marriage, the ornamental display of Tanishq Rivaah’s designs would have been a problem. Parsi marriage may not have made sense for their limited population. Sikh weddings would have given equal opportunity for jewellery display. But a Muslim marriage with bridal jewellery would have been the most apt. However, that would have been playing with fire.

    Naturally, Tanishq Rivaah, like other brands, found uncomfortable societal truths in the easiest and largest segment- Hindu. These repeated instances make a Hindu like me question if the Hindu religion is a deep mine of regressive rituals, traditions, norms, experiences and expectations.

     

    NOTHING WRONG WITH RIVAAH AD.

    Interestingly, there is nothing wrong with the Tanishq Rivaah advertisement this time. Three is nothing to troll about.

    Tanishq Rivaah makes it simple. It says: ‘The wedding day is the day of celebrating choices, from choosing the partner to selecting how life should be. When you think of all the choices made so far, you feel a sense of pride and also gratitude. Gratitude to your mom for always understanding and supporting those choices. As this bride makes another choice, she knows her mother will embrace it joyfully’.

    The bride tells her mother she will come home first and have her favourite dish.

    It is a statement of choice with enough ambiguity about what the bride wants and where she will go when she comes to town. She is depicted as an independent, ambitious working woman, making the attitude and the decision understandable and digestible to the masses. It also makes the trolls hold their social media post.

    Though many Hindus, in the name of tradition and norms, would want to see the bride first come to her husband’s home and then one of the evenings or someday go to her mother’s place for the love of Bhindi, they would not find many issues with the advertisement.

     

    Net-Net

    I have nothing against change or empowerment or equality, or inclusiveness. These are all progressive thoughts that must be promoted and discussed.

    My grouse is against brands repeatedly targeting Hindu religious traditions, rituals or norms to make the point.

    It seems brands know and understands the risk of tinkering and pointing out anything with other religions’ traditions, rituals and norms. However, the brands take liberty and do not have the same sensitivity while reflecting on the Hindu religion.

    The advertising industry and the brands do not appreciate the advantage of a secular nation. The culturally divergent country without the ‘One country, One law’ approach provides a vast canvas of rituals, traditions, norms and expectations across multiple religions and regions. However, the Hindu religion is the one that is always commented upon, be it festivals or marriage or inheritance or woman empowerment.

    I am still waiting for some courageous brand to take on the minority religion and reflect on some not-so-progressive traditions and practices. There must be some.

     

    Sanjeev Kotnala is a senior business and marketing strategist and educator. He writes on MxMIndia on Wednesdays. His views here are personal.

     

  •  Conceptualised by Ogilvy

    Pidilite launches TVC for tile fixing adhesive brand – Roff

    By Our Staff

     

    Pidilite has launched of new television commercial (TVC) for its tile adhesive brand, Roff. The TVC, conceptualised by Ogilvy, showcases the qualities of Roff tile adhesive while addressing common tile installation issues faced by customers.

     

    Commenting on the consumer awareness campaign for Roff, Sudhanshu Vats, Deputy Managing Director, Pidilite Industries Ltd, said: “At Pidilite, pioneering in emerging categories is a core value that drives us.  Our brand Roff is aimed at transforming the way tiles are fixed in India. The nationwide launch of our new Roff TV commercial underscores our unwavering commitment to raising awareness and enhancing customer experiences. Roff products embody cutting-edge technology, blending global expertise with local intelligence. They enable contractors, architects to create long-lasting beautiful tile and stone creations without any worry. Through this initiative our objective is to inform and empower customers to make well-informed choices.”

     

    Added Piyush Pandey, Chairman of Global Creative & Executive Chairman, India of Ogilvy: “It’s a great innovative product and therefore one of the most innovative demonstrations of the benefit. It explains it all in a consumer friendly and entertaining fashion.”

     

  • To build positive impact and community pride

    Federal Bank celebrates Adyar community

    By Our Staff

     

    Federal Bank announces the culmination of its initiative celebrating the Adyar community.

     

    The bank aimed to unveil the diverse tapestry of Adyar’s community, showcasing the tales originating from its landmarks such as the Alamaram, Padmanabha Swamy Temple, and Elliots beach.

     

    Said Rohit Dubey, Executive Creative Director, Ogilvy Mumbai: “Federal Bank is, and has always been, a bank with a heart, and so is Federal Bank’s Adyar initiative. An idea with a heart. Celebrating the local community, fostering pride and connection, it will reinforce the goodwill towards the Federal Bank as a responsible corporate citizen. We hope that this project creates a positive impact, culturing brand love through shared experiences, community pride and a sense of belonging.”

     

    Added M V S Murthy, Chief Marketing Officer , Federal Bank: “We believe that people are the cornerstone of any community, society, and nation. As a bank deeply committed to empowering citizens and realizing their dreams, we are proud to present ‘I am Adyar, Adyar is Me,’ a sincere ode to the life, living, and memories of the people of Adyar.”

     

  • Introduces anthem for Tractor Brand

    Ajay Devgn campaigns for Insecticides India

    By Our Staff

     

    Insecticides (India) Limited, crop protection company, has launched an anthem for its umbrella brand “Tractor Brand”. The anthem, which also features the brand’s ambassador and Bollywood superstar Ajay Devgn, covers several leading IIL products under the Tractor Brand, including Shinwa, Mission, Izuki, Hercules and Sofia. This comes as the company continues to seek more innovative ways to connect to farmers across India and beyond.

     

    The campaign, conceptualized by BEI Confluence advertising agency with 360 integrated solutions with long experience in FMCG & Agri/Rural Category, would be transmitted across multiple platforms to provide the much-needed education and enlightenment to its teeming farmer population and raise awareness about the Tractor Brand.

     

    Said Rajesh Aggarwal, Managing Director, Insecticides (India) Limited: “This is why this anthem is necessary and I am happy with its execution. Today Tractor Brand has its credibility and is popular among the farming community now we need to take this relationship to next level. It is a great way to connect with them, and give them a sense of belonging to our “Tractor Brand”. We hope this will better take our message of the Tractor Brand and help the farmers understand the need to use our Tractor Brand range of products for increased productivity.”

     

  • Champions inclusivity and individuality

    Jim Sarbh campaigns for Infinix technology brand

    By Our Staff

     

    Infinix, a new age technology brand, launches its latest brand film titled ‘#BreakThrough’. The film showcases characters often considered as societal outcasts, such as homeless individuals and sex workers, to highlight the need for inclusivity.

     

    By championing inclusivity and celebrating individuals who defy societal moulds, Infinix reinforces its dedication to creating a world that embraces diversity and encourages innovation.

     

    Said Anish Kapoor, CEO, Infinix: “As a new-age tech brand, Infinix India believes in pushing boundaries, challenging norms, and driving innovation. We are committed to redefining what is possible in the tech ecosystem through our ever expanding categories and unique propositions. ‘Break Through,’ resonates and mirrors the journey that Infinix has undertaken by defying convention and bringing meaningful solutions to people’s lives. Through this film, we want individuals to believe in the power of their potential and the importance of embracing differences,”. “We chose to tell this story along with the extremely talented Jim Sarbh, who rightly embodies the brand’s spirit.”

     

    Infinix has established itself as a pioneer in the field of new age technology. The brand’s expanding portfolio encompasses smartphones, laptops, and smart TVs, designed to cater to the discerning GenZ audience. Renowned for their exceptional style, quality craftsmanship, and incorporation of cutting-edge technologies, Infinix products stand out as trendsetters in the industry.

     

  • Campaign brings alive situations in Gen Z lives

    New ad for KFC Snacker

    By Our Staff

     

    We ought to have published this a few days back, but here’s it: It’s about KFC India’s latest campaign crafted by Ogilvy. The campaign will run on TV and digital platforms, along with a “robust” 360-degree plan.

     

    Said Aparna Bhawal, CMO, KFC India & Partner Countries: “As a brand, KFC is always tuned into what Gen-Z wants. We know this young value conscious consumer has multiple snacking occasions in a day where they want to indulge, but at the same time want to manage expenses. All our recent launches reflect this – the KFC Snacker range presents a variety of KFC favourites at an unbelievable price of INR 99! The campaign uses an engaging visual device where the OG celebrity chef, Colonel Sanders helps youngsters get out of relatable yet sticky situations and save money too! Thanks to Colonel Sanders, awkward situation and paise dono bach gaye!”

     

    Added Ritu Sharda, CCO, North, Ogilvy India: “In India, a tray full of snacks is always a happy distraction from a loaded discussion. It’s always a “bach gaye” moment. Going at just Rs. 99, it felt like “Bach Gaye” doubles up as a very Indian way of saying, money saved. Simple, charming, quirky. I think it’s safe for us to heave a sigh of relief and say bach gaye, because you’re going to love snacking on these short, quirky commercials.