MxMIndia

Category: MARKETING

  • Shines a spotlight on the unsung heroes of Indian sports

    Sony Sports unveils campaign for 19th Asian Games

    By Our Staff

     

    Sony Sports Network launches a campaign to mark the 19th Asian Games Hangzhou 2022.

     

    Recognizing the power of collective ambition, the campaign shines a spotlight on the unsung heroes of Indian sports.

     

    Said Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business, Sony Pictures Networks India: “The Asian Games is one of the grandest stages in the sporting world of Asia and the Indian contingent is training hard to add to our medal count. It’s a moment of national pride as we have stalwarts from every walk of life joining us for the campaign to rally behind our Indian athletes making this the grandest campaign ever for the Asian Games. Adding to that, we have also received great support from our sponsors who will surely benefit from the strategic partnership with Sony Sports Network for the Asian Games.”

     

    Sandeep Mehrotra, Head Ad Sales, Network Channels, Sony Pictures Networks India added:  “Over the years, multi sporting events have attracted significant viewer interest and we have done well to tap into the immense potential of non-cricket sports in India. Brands want to associate with content that is not only culturally relevant but also inspirational and evokes national pride. The 19th Asian Games on Sony Sports Network will provide advertisers the ideal platform to communicate their message to a wide demographic of receptive viewers from across the country through innovative advertising solutions. We are thrilled to witness a tremendous response for the upcoming 19th Asian Games with advertiser interest from across categories like Automobiles, BFSI, Beverage, consumer durables and others.”

     

    Virat Khullar, AVP & Head of Marketing, Hyundai Motor India Ltd. said: “Hyundai’s partnership with Sony Sports Network for the Asian Games signifies a strategic commitment that extends beyond the world of sports in India. Sport serves as a formidable catalyst, fostering performance, personal growth, teamwork, and discipline among our youth. By investing in events like the Asian Games, Hyundai not only promotes youth participation but also ignites their aspirations, encouraging them to dream big and realize their full potential. This initiative is one of many in Hyundai’s sports portfolio, aligned with our overarching mission of enriching vibrant and healthy communities.”

     

  • Directed by Pulp India agency

    Cottonworld launches new brand film

    By Our Staff

     

    Cottonworld launches new brand film. It is the second part of the comfort trilogy titled ‘Be Comfortable with Uncomfortable’. It is directed by Gautam Kohli, Creative Director at Cottonworld’s creative advertising agency Pulp India.

     

    Said Lavin Lekhraj, one of the owners of Cottonworld: “Saying hello to the comfort within discomfort is a profound journey we’re unveiling. This is the second chapter in our comfort trilogy, a dedicated exploration of finding solace in one’s skin. For 36 years, our commitment has been unwavering: natural fabrics that echo our ethos. Committed, resolute, and passionate about delivering comfort through clothing. Our devotion remains unwavering in bringing the essence of comfort closer to our cherished audience.”

     

    Speaking about the inspiration around the film, Gautam Kohli, Founder- Pulp India added: “Embracing comfort amidst discomfort is a triumph in itself. This film, ‘Be Comfortable with Uncomfortable’, marks the second instalment of Pulp India’s comfort trilogy for Cottonworld, a tribute to the art of feeling at ease in one’s own skin. It celebrates the amazing individuals from every life path finding solace in authenticity, in being themselves.”

     

  • To inspire the new generation to stay active

    Hardik Pandya joins Gatorade family

    By Our Staff

     

    Gatorade announced its association with Hardik Pandya. This partnership comes on the back of Gatorade mission to reiterate the importance of hydration whilst being active.

     

    Commenting on the association, Ankit Agarwal, Associate Director, Energy and Hydration, PepsiCo India, said: “Gatorade has been a pioneer in hydration, providing athletes and people with active lifestyles with electrolytes and fluids to help replace what is lost in sweat. Hardik’s relentless spirit and unyielding determination to be physically fit, work hard and sweat it out time and again   align seamlessly with Gatorade’s philosophy of staying hydrated to help perform at one’s best. We are thrilled to welcome him to the Gatorade family.”

     

  • Created by Thought Blurb Communications

    Parle Krackjack launches new TVC

    By Our Staff

     

    Parle Products, biscuit brand, has released its latest campaign for KrackJack. The three-film campaign created by Thought Blurb Communications tells stories of conundrums that are solved in hilarious ways by the two protagonists, Krack (played by Dharmesh Yelande) and Jack (played by Raghav Juyal).

     

    The over-the-top style of humour follows a legacy that was started in the 90s with Boman Irani and Vijay Patkar playing the titular roles. The torch then passed on to Swapnil Joshi and Gaurav Gera in the noughties, and after a decade, Krackjack has now found renewed vigour with Raghav Juyal and Dharmesh Yelande.

     

    Mayank Shah, Senior Category Head, Parle Products, speaks about Krackjack and the direction it has taken over the years. “Krackjack is the first biscuit in India to find that magical spot in the consumer’s palate with a flavour that tickles sweet and salty taste buds. When the flavour is so out-of-the ordinary, how can its communication not be unusual? Over the years, the characters Krack & Jack, have endeared themselves to audiences across the country. Every new generation resonates with these sweet and salty characters. Dharmesh and Raghav are new age celebrities with a wide fan following among the youth. More importantly, we chose them because we felt they have a spontaneity in their repartee, which is key to the brand’s communication.”

     

    Vinod Kunj, Founder and Chief Creative Officer, Thought Blurb Communications echoes the sentiment and explains the challenges: “It’s a big challenge to work on a legacy brand like Krackjack with a high decibel legacy communication. When we got the brief we were clear that we have to carry forward the torch to the next generation of audiences across India. Not only do we have to appeal to a wide section of audiences across socio economic segments, we also had to touch their funny bone. Evidenced by the viewer responses we have received, the execution seems to have hit the bull’s eye. The dash of rollicking humour coating the films make them entirely enjoyable.”

     

    Joining in with her perspective on the creative execution, Renu Somani, National Creative Director, Thought Blurb adds, “We started off with a product that is sweet but also has salty overtones. That kind of dictated the tone and tenor of the campaign. In one of the brain storming sessions when the strategy team came up with the idea of ‘contrarian views working towards a common goal’ we knew we had our campaign. This in turn finds resonance in the claim – ‘sweet aur salty saath jab aaye, baat ban jaaye’. The fun part was working with the film crew to get Dharmesh and Raghav to work in tandem to translate this strange combination of diametrically opposite views. We wanted the viewers to have fun, and I think that has come out quite well.”

     

  • Showcasing amazing holiday experiences from a child's lens

    Club Mahindra launches new brand film

    By Our Staff

     

    Club Mahindra, the flagship brand of Mahindra Holidays & Resorts India Limited, has launched a new brand film, showcasing amazing holiday experiences from a child’s lens. In line with the brand’s commitment to deliver magical family holiday experiences, the new campaign, titled #HappyHolidaysHappyFamilies, places a special emphasis on providing children with enriching and enjoyable adventures alongside their families, all while discovering the beauty of India.

     

    The campaign was launched during the Asia Cup Series in September.

    Sharing his thoughts on the campaign, Pratik Mazumder, Chief Marketing Officer, Mahindra Holidays & Resorts India Limited, said: “Our new campaign, #HappyHolidaysHappyFamilies, not only celebrates the incredible moments families can enjoy at our resorts but also recognizes the power of children as storytellers. At Club Mahindra, we prioritize creating magical experiences for children and reimagining their holiday adventures. We firmly believe that when children are content, families find happiness, and this campaign exemplifies that sentiment.”

     

  • Celebrates collective happiness

    Amazon India rolls out campaign for festive season

    By Our Staff

     

    As the festive season approaches, Amazon India has announced the launch of its latest campaign, ‘Khushiyan Apno Ki, Aur Apni Bhi’.

     

    Said Noor Patel, Vice President, Amazon India: “The campaign touches upon the sweet spot of self-realization and much needed self-care in today’s day and age. Our campaign is based on customer insights and brings alive the mindset shift in customers urging them to celebrate the festive season taking care of their needs, along with their loved ones.”

     

  • To accelerate decarbonisation of the advertising industry

    InMobi partners with Ad Net Zero

    By Our Staff

     

    InMobi, provider of content, monetisation and marketing technologies, has partnered with Ad Net Zero, the climate action programme with the mission to accelerate the decarbonisation of the advertising industry.

     

    Said Kunal Nagpal, Chief Business Officer at InMobi: “InMobi’s partnership with Ad Net Zero symbolizes our dedication to ushering in a more sustainable era for the advertising industry.  We are proud to stand alongside fellow tech companies and agencies, united in the pursuit of a greener, more responsible future. By fully embracing Ad Net Zero’s comprehensive plan, we are steadfast in our commitment to minimizing our environmental impact while advancing the power of advertising.”

     

    Added John Osborn, Director of Ad Net Zero in the U.S.: “Ad Net Zero is thrilled to work with InMobi as they support more sustainable advertising solutions, contributing to our collective global impact. InMobi’s commitment is another significant step toward an eco-friendly future for the industry.”

     

  • To celebrate World Pharmacist Day

    Torque Pharmaceuticals launches campaign

    By Our Staff

     

    Torque Pharmaceuticals is going to commemorate Pharmacist’s Day on September 25, with a campaign to pay tribute to and celebrate pharmacists.

     

    Commenting on the digital film launch, Abhay Iqbal Singh Bedi, Director Torque Pharmaceuticals said: “On World Pharmacist Day, we pay tribute to the compassionate unsung champions of healing. This film beautifully encapsulates the profound connection of empathy and gratitude shared between a pharmacist and a customer. Through this cinematic endeavour, we aspire to raise awareness and champion the pivotal role of pharmacists in enhancing global healthcare, aligning with this year’s theme: ‘Pharmacists fortifying the foundations of health systems.”

     

  • To make high-fashion accessible to the youth

    Mullen Lintas chosen AOR  for Reliance fashion brand Yousta

    By Our Staff

     

    Mullen Lintas Mumbai, has been chosen as the creative agency of record for Yousta, the youth-focused fashion brand under the umbrella of Reliance Retail. The account will be managed by the Mumbai office of Mullen Lintas.

     

    Said Hari Krishnan, CEO, Mullen Lintas: “We are delighted to have won the mandate for Yousta. Fast Fashion is a booming category that is seeing many disruptions and innovations in terms of products and formats. Using Mullen Lintas’ ‘Challenger Thinking’ framework we were able to craft a sharp brand strategy and a compelling narrative for Yousta, which we’re confident would make the desired impact for the brand. We look forward to partnering Yousta and making it one of the most preferred fashion destinations in the country.”

     

  • New positioning is 'Ideas. Connected'

    Polycab India refreshes identity

    By Our Staff

     

    Polycab India, the wires and cables manufacturer, unveiled its renewed brand identity and philosophy that reflects its future business roadmap.

     

    Said Inder Jaisinghani, Chairman and Managing Director, Polycab India Ltd: “As we reflect on our remarkable journey, from the inception as a single electrical store to the leader in wires and cables manufacturing, we are filled with pride. We have always believed evolution is the key to staying relevant and hence continue to work towards offering futuristic solutions to our customers. We have grown by focusing on innovation, sustainability, and customer-centricity, and now, this new brand identity reflects our core pillars.”

     

    Added  VR Rajesh, Group President, Ogilvy India: “Polycab’s new positioning is ‘Ideas. Connected’. It is about having a culture of meaningful innovation that will be at the core of all their offerings. This requires rethinking and re-engineering the way they approach product development. To bring this thinking alive to our consumers we had to show them what this vision will fructify into in the future. A home that intuitively understands what you need and makes it a place truly built around your life.”

     

  • With Dharavi hip-hop group 7Bantaiz

    Kick EV two-wheeler launches digital TVC

    By Our Staff

     

    Kick EV, one of the newest entrants in the electric 2-wheeler segment under the umbrella of Auto i Care, has launched its brand anthem “Safar” performed by Dharavi, Mumbai-based hip-hop group 7Bantaiz in a digital TVC.

     

    Speaking about the collaboration, Sagar Joshi CEO and Founder Kick-EV said: “We are incredibly excited about this collaboration with 7Bantaiz, their passion for music and dedication to raising awareness about sustainability align perfectly with our vision. ‘Safar’ will be more than just a song; it will be a rallying cry for change. With ‘Safar,’ we have aimed to inspire a new generation of eco-conscious travellers who are ready to embrace electric vehicles and reduce their carbon footprint.”

     

  • To celebrate rail as the beating heart of India's economy

    Alstom launches its brand campaign

    By Our Staff

     

    Alstom, a French manufacturing company which operates worldwide in rail transport markets, unveiled a brand campaign, titled ‘Taking India Places.’ The campaign will include the launch of a film ‘Taking India Places’  that celebrates India’s growth into an intellectual and economic powerhouse enabled by the rail for more than a century, and Alstom’s journey that is intertwined with India’s rail revolution. #TakingIndiaPlaces is a 360°, digital-first campaign, targeted at the 14-80 years age group.

     

    Speaking about the launch of the campaign, Olivier Loison, Managing Director, Alstom India said: “Alstom is all about sustainable mobility. It is reflected in our products and solutions and in our brand promise, ‘Mobility By Nature’. Given our contribution in India for the last several decades, a hyperlocal brand campaign was much needed to celebrate our journey and the way forward.”