MxMIndia

Category: MARKETING

  • To launch SRS-XV800 discless party speaker and other audio products

    Sony India ropes in music icon ‘King’ as brand ambassador

    By Our Staff

     

    Sony India announced music icon King as the new brand ambassador for its audio product category. The first campaign will be for “King meets the King” for Sony’s SRS-XV800 discless party speaker.

     

    The collaboration with King marks Sony’s endeavours to strengthen its connection with the youth and bring the essence of music closer to its consumers. King’s passion for music, appreciation for high-quality sound and strong resonance with Sony’s values made him a perfect fit for the role.

     

    Said Sunil Nayyar, Managing Director of Sony India: “Sony India is committed to deliver top-notch audio products that resonate with music enthusiasts across the nation. We are thrilled to have King as our brand ambassador for the audio category. This partnership holds immense significance as we both share a common goal which is to bring the best and most immersive audio experiences to our customers. King’s influence among the youth and his dedication to music perfectly aligns with our vision for the audio category. Together, we will continue to strive for excellence and bring the magic of music to the hearts of millions.”

     

  • To promote features of its POS business App

    QueueBuster launches its first ad campaign

    By Our Staff

     

    QueueBuster, an Android-based Billing & Inventory app, has launched its first ad campaign, to promote the features of its POS application to big and small businesses.

     

    Each of the 17 films of the campaign describes how the application can make the life of a business owner easier. QueueBuster is shown to be a full-stack, one-stop solution for each of these concerns and more – it can manage billings, inventory, khata (daily ledger), eStore and customer loyalty programs.

     

    Speaking about the ads, the Founder & CEO Varun Tangri said: “We are thrilled to announce this new campaign through which we want to reach our target audience, and in an endearing way, inform them of the various tasks QueueBuster can take care of for them. We believe now is the best time to educate business owners about our business super app as the country is seeing substantial growth in the retail & restaurant industry, including small convenience stores, hypermarkets and product startups, and this is fueling the demand for POS solutions. We understand that running a business is a big challenge and that’s where QueueBuster eases your life. No wonder our ad films say- ‘Ab Business Hoga Asaan’’.

     

    Added Vineet Chugh, VP & Head of Marketing, QueueBuster: “Our new campaign portrays a slice of life of different types of retail businesses. It’s layered with insights and real-life experiences to which retailers and shop owners will relate. Although each film depicts a different situation and a different industry, at the core, it talks about how QueueBuster’s seamless technology can streamline and grow your business.”

     

  • Conceptualised and executed by Tonic Worldwide

    Smile Train campaign for Cleft Awareness Month

    By Our Staff

     

    Smile Train, an NGO that provides corrective surgery for children with cleft lips, has been running a campaign for Cleft Awareness Month in July. The campaign is conceptualized and executed by Tonic Worldwide.

     

    Talking about the campaign, Mamta Carroll, Smile Train’s Senior Vice President and Regional Director for Asia said: “At Smile Train, we believe that no matter who you are or how you smile, your unique face deserves to be celebrated. As a cleft-focused organization, we work closely with cleft affected individuals as they navigate their journey from cleft to confidence. National Lipstick Day is just one such occasion to celebrate the courage of our cleft warrior women! We are delighted to partner with Tonic Worldwide to bring focus on the stigma around clefts with this unique and powerful campaign.”

     

    Added Josna Joseph , Creative Director – Tonic Worldwide: “Beauty, I believe, is absolutely personal.  Imagine thinking twice about wearing a fun, pop colour that you love! That’s not right.  You can’t find an image of a person with a cleft wearing a bright lip colour online. That’s not right! During the shoot, it took just one person (model) to wear a bright lip colour and that brought a smile to everyones’ face. From there on, it was all excitement, laughter and pouts. It’s pretty simple, it all starts with representation – which neither makes you too bold, nor too subtle – just normal. We’ve tried to take a small step. Hope it becomes a giant leap someday.”

     

  • This is part of the four-year global strategic partnership agreement between the ICC and Coca-Cola

    Coca-Cola bats for ICC Men’s WC 2023

    By Our Staff

     

    Coca-Cola and the International Cricket Council (ICC) have team edup for the upcoming 2023 ICC Men’s Cricket World Cup. The collaboration is a part of the four-year global strategic partnership agreement between the ICC and the beverage major. The partnership entails Coca-Cola becoming the exclusive non-alcoholic beverage partner of the ICC.

     

    Said Arnab Roy, Vice President, Marketing Coca‑Cola India and Southwest Asia at Coca-Cola India: “We believe that the ICC Cricket World Cup is the biggest cricket event for the country. Partnership with the ICC provides us with a great opportunity to bring together our customers, consumers, brands, and cricket. Our brand activations will engage consumers through innovative offline and online promotions and create memorable experiences for sports fans”.

     

    Added Anurag Dahiya, Chief Commercial Officer, ICC: “The ICC Men’s Cricket World Cup 2023, the pinnacle event in the cricketing calendar, will feature the world’s best teams competing for ultimate glory. We are excited about our partnership with Coca-Cola, which promises to deliver a refreshing cricketing experience set to captivate audiences and present a grand showcase of their emotions.”

     

    The four-year agreement includes all ICC events around the world including the ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC men’s and women’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023 amongst other global tournaments.

     

  • To promote brand line – 'You dare, we care'

    Sonam Kapoor is brand spokesperson for Kérastase

    By Our Staff

     

    French luxury hair care brand Kérastase has announced Sonam Kapoor as its brand spokesperson in India.

     

    Said Anjali Pai, GM, Kérastase India: “For us at Kérastase, it is all about our consumers, the women who trust us. We use science and technology in hair care to help hair reach its full potential. Our brand line is You dare, we care – it is a simple promise to women telling them to go after what they want – that new hair colour or new hair cut or new hair style, because they have a brand that will care for their hair- that will repair it, nourish it, and make it shine!”

     

  • Brands have a tremendous opportunity to access and leverage new-age technology to to connect with audiences, writes Sanjeev Kotnala

    Customising birthday greetings, the Cadbury way

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI finished playing around with the lyrics and genre of the birthday song for a friend at https://cadburymybirthdaysong.com and am more than happy with the result. I am not surprised at this new initiative by Cadbury Celebrations with its partners Ogilvy and Wavemaker to get Artificial Intelligence (AI) to work for the masses and create a personalised ‘Happy Birthday’ song. They have done this in the past. The personalised greeting, the Diwali selling and more.

     

    In effect, the last few initiatives are as different as one Bond movie from another. There is a pattern, and strategic thinking helps keep the result in sight.

    It must be effortless, effective, and efficient for the user.

    It must use technology that is easily affordable, accessible, and available.

    It must be easy. Maybe just the fingertips and mobile should do the magic.

    It must awe the audience and create an appreciable debate.

    It should be something the audience would really desire, and that would delimit their constraints in more ways than one.

    #MyBirthdaySong is just such a campaign.

    Now no longer, the birthday song will be the same. Anyone can create a customised birthday song. Making the recipient feel more wanted, adored and special. Think if the person is not aware of this tool created by Cadbury, how impressed the person would be. As one would not understand and imagine the labour, time and effort that would go into creating anything remotely similar without AI.

     

    The persons who made and gifted it to the birthday person feels positive about themselves. See themselves as creative and contributing. A memory of a different type. If not to the party, this person surely carries a Cadbury Celebration pack in mind. The brand association and engagement through such a device are ideal and long-term. Maybe ere performance marketing meets the brand-building efforts.

     

    The song is unique as it allows you to harness the power of AI and generate lyrics, choose the music style, and bingo have a unique birthday song served in no time.

     

    I must ask you to go to https://cadburymybirthdaysong.com and playfully try the same. Don’t worry if the birthday is not near or already gone. Its downloadable output that one can proudly send, display, or sing along at the event making that occasion memorable as it should be. I usually do not refer to the contributing parties, but this one must get the credits. After the details have been placed, lyrics are created by Uberduck’s Generative AI engine and sung by GanAI custom-created vocal models – mixed and mastered with Uberduck’s AI-generated music that makes the song unique.

     

     

    In the past, Cadbury has been at the forefront of pathbreaking work. The ‘SRK Support Local retailer’ sale, ‘Not just a Cadbury ad’  and the ‘Support the Hawker nearby’  were on similar lines, based on scalability and ease of use of technology.

     

     

     

    Net-Net

    Brands have a tremendous opportunity to access and leverage new-age technology to take that additional steps to connect and work with the audience. Brand-building can happen with performance marketing. I must also remind you to watch the HP ad ‘Thodi Si Jagh bana lo’ – which also showed how to easily use technology with a human face for a technology company.

     

     

  • To showcase identity centered around inclusivity

    Urbanic unveils new logo and brand image

    By Our Staff

     

    Womenswear brand Urbanic recently unveiled a new logo and brand image showcasing its revamped identity centred around inclusivity with the tagline “We are because you are.”

     

    Said Rahul Dayama, Head of Marketing at Urbanic, India: “At Urbanic, fashion should allow you to craft your narrative and showcase your natural charm. Our new identity focuses on creativity and inclusivity. While more refined, it still embodies the spirit of our deeply rooted original values.”

     

    Added James Wellwood, founding partner at Urbanic: “We are excited to unveil a new brand identity that resonates with our true philosophy and core values. We believe it is a progressive evolution reflecting a broader purpose.”

     

  • Helps launch 'Bharosa India Ka' Campaign

    Madhuri Dixit promotes Muthoot Finance

    By Our Staff

     

    Muthoot Finance has launched a new integrated marketing campaign titled ‘Bharosa India Ka’ featuring actor Madhuri Dixit, who came on board as Brand Ambassador with Muthoot Finance earlier this year.

     

    Speaking about the campaign, Alexander George Muthoot, Joint Managing Director, The Muthoot Group said: “Muthoot Finance is a diversified financial conglomerate and this TVC with Madhuri Ji brilliantly showcases some of our main loan products such as Home Loan, Personal Loan and Vehicle Loan, in addition to Gold Loans. The main idea of this campaign is to reinforce our credentials as a financial supermarket, a brand with unblemished track record and certified as India’s Most Trusted Financial Services Brand for seven years in a row by the prestigious Brand Trust Report. With 20 diversified divisions and 5850+ branches serving 2.5+ Lac customers every day, Muthoot Finance has earned the trust of crores of Indians since inception. Hence, we thought of the campaign tagline as ‘Bharosa India Ka’.”

     

    Added Abhinav Iyer, Senior General Manager – Marketing & Strategy, The Muthoot Group: “‘Muthoot Finance Loans – Bharosa India Ka’ is a special campaign for us since it is our maiden integrated marketing campaign with Madhuri Ji. The campaign features the charismatic Madhuri Ji in an exciting and visually stunning musical TV commercial that showcases our diverse product propositions across our various loan products. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy ad-campaign is choreographed and directed by the talented duo – Piyush & Shazia. Besides TV, the campaign will also be carried across print, outdoor, digital, cable and ground activation.”

     

  • To 'fortify fundamental brand principles'

    Vivo onboards Interbrand for masterbrand strategy

    By Our Staff

     

    Vivo mobile phones onboards Interbrand consultancy for masterbrand strategy and positioning. The agency was roped in to help the Masterbrand create a philosophy that translates across brand ecosystem.

     

    Said Geetaj Channana, Head of Corporate Strategy at Vivo: “The rapid growth and evolution of vivo as a brand, made it crucial for us to codify our ‘Purpose’ and create a self-sustaining system that could consistently and effectively maintain our resolve of every action. For this journey, we wanted a partner who could work closely with us, who are the leading expert in the field, and most importantly, had synergistic values. Together, we have been able to create corporate structures that fortify fundamental brand principles and evolve with the brand.”

     

    Added Ashish Mishra, CEO, Interbrand India & South Asia: “Vivo is a leading mobile brand in India. Their success was traditionally built on strong value propositions across the portfolio. Given the trends of premiumisation and lifestyle upgrades dominating the consumption patterns and brand choices; there was a critical need to reset the vivo Brand. We began with helping put a foundational architecture strategy which was built upon a robust need segmentation. Further to it, the creation of propositions and upgraded design languages for each of the series brands with an overarching purpose and Experience Principles holding it all together was accomplished. The corporate purpose, the Joy of Humanity as the triangulation of tech, culture and connection, found suitable dimensions to exhibit itself across the master and series brands. Vivo has been a valued partner and we are steadily driving the brand together towards its desired destination.”

     

    Said Payal Shah, Strategy Director, Interbrand India: “We’ve partnered with Vivo for more than four years now and it is refreshing to work with a global tech organisation that believes in being grounded and humble in a challenging landscape. Vivo’s dedication to consistent innovation, and championing customer intelligence is impressive, and we’re confident that the global strategy that decodes human truths and translates that into visual hemispheres, will effectively localise and exalt the brand to new arenas. We are also in the midst of activating the corporate strategy which will become the game changer within the organisation.

     

  • To drive sales of 4K, QLED, and Mini LED TV range

    TCL launches campaign to celebrate I-Day and Onam

    By Our Staff

     

    TCL consumer electronics brand has launched a campaign – ‘Celebrate Greatness’ to celebrate the spirit of 76th Independence Day and Onam. The TV giant aims to reach out to people of different geographies and demographics with offers on its 4K QLED HD Smart TV range.

     

    The newly launched campaign will also drive the “Celebrate Greatness Sale” through influencer collaborations across the country. Each collaboration will be targeted at demonstrating TCL’s stunning design for the latest home interiors, showcasing various TV models, demonstrating the ways to style TCL TV into home décor, etc.

     

    Philip Xia, CEO of TCL India said: “Independence Day and Onam are both significant occasions that celebrate the diversity and greatness of India. Our campaign talks about the greatness of the different aspects of India as a nation, thus localizing the entire campaign and promoting the awareness about TCL’s technological capabilities at a global level that makes a perfect match for a viewer’s entertainment experience.”

     

  • Spotify will be the first audio platform to be integrated directly into WPP's products and solutions

    WPP inks partnership with Spotify

    By Our Staff

     

    WPP and Spotify have  announced a new global strategic partnership that will enable WPP to offer its clients early access to Spotify’s  ad products, first-party insights and creative ways to reach engaged audiences at scale.

     

    Said Stephan Pretorius, Chief Technology Officer of WPP: “In the fast-evolving media and entertainment landscape, audio streaming has become an integral part of everyday life. At WPP, we recognise the power of audio as a critical component of marketing. The intent of this first-of-its-kind partnership is to integrate Spotify’s insights with the Choreograph platform to create more innovative and relevant ways to connect our clients with their customers.”

     

    Added Brian Berner, Global Head of Advertising Sales, Spotify: “We’ve long partnered with WPP to enable agency planners and buyers to make more informed decisions when planning for digital audio. With our new global partnership, we’re helping WPP clients modernise their strategy and planning. More than 550 million people across 184 markets come to Spotify every month to be entertained, to learn and to discover for nearly 2.5 hours each day. As we continue to drive innovation in audio and the advertising industry at large, partners like WPP are critical to delivering for advertisers, creators and audiences wherever they are.”

     

  • The campaign is titled 'Tareeke Anek, Maksad Ek'

    Myprotein launches campaign on I-Day

    By Our Staff

     

    Myprotein, the leading sports nutrition brand, has announced an Independence Day campaign titled ‘Tareeke Anek, Maksad Ek’.

     

    Speaking about the initiative, Sanya Chhabra, Regional Marketing Manager, Myprotein Emerging Markets said: “Myprotein is thrilled to launch the ‘Tareeke Anek, Maksad Ek’ campaign, where we celebrate the incredible diversity of the fitness community in India. Our vision is to create a global health movement and engage Indians to live healthier and more fulfilled lives. Through this campaign, we aim to inspire and bring together individuals from different backgrounds, united by their passion for fitness and love for their country.”