Hello,
We are happy to introduce AdShorts, an all-new advertising opportunity on MxMIndia.
The advertising display – in text only – will be on the ticker just below the masthead, and will link to a story page. The display of the typeface of the article will be different, and it will clearly be marked sponsored content.
For details, write to sales@mxmdindia.com
By Our Staff
Almond Branding, a branding and design agency, has collaborated with Bellator Beverages helping them introduce Papel, plastic-free alkaline water in a “100% recyclable, 68% renewable, and 75% paper-based carton bottle”.
Speaking at the launch, Shashwat Das, Founder of Almond Branding said: “Our collaboration with Papel embodies our belief that design can be a catalyst for positive change. We are proud to be at the forefront of sustainable packaging innovation in India. Papel is yet another example where Almond has not only lent its design expertise but has also been the guiding hand in the brand-building journey, accompanying the founder from the very inception. We take pride in nurturing ideas from scratch, crafting brands that don’t just stand out but stand for positive change in the world.”
Added Rajeev Parwani, Founder – Bellator Beverages(makers of Papel): “We take immense pride in the launch of Papel Alkaline water in eco-friendly carton packs. Papel should be your travel buddy since it comes in a pocket size, ideal for house parties, clubs, and as a gym companion since it hydrates 7x faster than a normal water. As we embark on redefining the way water should be consumed, Papel stands as a testament to our commitment to smart, responsible, and undeniably cool choices that are both healthy for you and for planet Earth.
By Our Staff
McDonald’s India – North and East has launched an initiative on sustainability by repurposing OOH Campaign Material into school bags for kids. By partnering with the NGO Child Survival India, McDonald’s has successfully distributed over 2000 upcycled bags to children aged five to 18 years.
The initiative is conceptualised and executed in collaboration with OMD India with the goal of reducing plastic waste.
Speaking on this initiative, Rajeev Ranjan, Managing Director, McDonald’s India – North and East, said: “Our sustainability efforts are focused on keeping communities clean, protecting the planet for future generations, and supporting our long-term business resilience. We continuously explore avenues to reduce waste, transition to more sustainable materials, while simultaneously making a meaningful contribution to communities. The repurposing of billboard materials into school bags exemplifies our dedication to achieving both of these goals in an innovative and impactful manner. This endeavour not only marks a significant stride for us toward strengthening sustainable practices but also underscores our dedication to creating a significant positive impact within our communities.”
Discussing the campaign, Anisha Iyer, CEO, OMD India Team, added: “As people’s mindsets increasingly shift from a consumerist approach to one that’s more conscious and intent-driven, advertising’s focus on sustainability gets stronger than ever. We see Happy Bags as not just a campaign but a heartwarming step towards sustainable practices for McDonald’s. Channelling the spirit of giving this holiday season, we’re pleased to be emphasizing the need for innovative approaches to driving social and environmental impact.”
By Our Staff
Complan, the health food drink from Zydus Wellness Ltd, has announced a new “I’m Complan Boy-Girl” campaign featuring Madhuri Dixit and South Indian actress Sneha. In the new communication Madhuri & Sneha are highlighting criticality of Protein for growing kids.
The TVC has been conceptualised by McCann Worldgroup India and will air on TV in five languages – Hindi, Marathi, Bengali Tamil and Telugu. This video will be available across all of Complan’s digital and social media platforms.
Speaking about the Complan’s newly-launched campaign, Tarun Arora, CEO, Zydus Wellness, said: “Complan is an iconic brand in children’s health food drink category and contains 100% milk protein. Over the years we have highlighted to mothers the need to provide right quantity of good quality protein for full growth of kids. Madhuri and Sneha are not only known as superstars and acclaimed actresses but also as caring mothers who are completely involved in their kids’ growth and development. Because of this credibility, we decided to partner with them to help educate mothers about criticality of protein in their children’s growing years and to make the right nutritional choice, and therefore, to highlight how Complan is the superior solution to cater to this need.”
SG Mart Ltd., the building materials brand, has signed Akshay Kumar as its brand ambassador. SG Mart aims to expand its brand presence across the nation post this.
Said Shiv Bansal, Joint Managing Director of SG Mart Ltd: “We are delighted to announce Akshay Kumar as the esteemed brand ambassador of SG Mart. Akshay’s versatility and dedication to excellence match the core values of the platform as it features cutting-edge building materials from industry-leading Indian brands. Through this alliance, we aim to establish a connection with our valued customers, ensuring that our exceptional marketplace becomes the preferred choice in the infrastructure market as construction projects rise in the country.”
Devyani Food Industries Ltd (DFIL), a part of the RJ Corp group, has introduced Infino, a premium ice-cream brand in the markets of Mumbai, Kolkata, Delhi, Hyderabad, and Bengaluru. As part of this launch, DFIL has unveiled two digital video commercials (DVC), conceptualised by Team Liqvd Asia.
Commenting on the DVC launch, Sudhir Chavan – CEO, DFIL said: “Brand Infino is an embodiment of elegance and exquisite taste. With the brand’s launch, our aim was to redefine the ice-cream landscape, offering a sensory journey that transcends consumer expectations. With our brand films the objective was clear – we need to depict the essence of indulgence, decadence and sophistication, thereby showing the world our brand’s unique offering and superior quality. We believe this launch will not only redefine ice-cream experience for consumers but also set new standards for premium offering in the Indian market. Selecting digital launch for both our “brand films” was a strategic decision rooted in the dynamic landscape of consumer engagement. In a world where digital platforms are omnipresent, we aimed for a wide impact with our target audience across platforms and markets. The films that we have released embodies our brand ethos and communicates how the brand and products are perceived.”
Sunil Gangras, Head of Creative Services, Liqvd Asia added: “When we were thinking about manifesting the magic of Infino in the creative expression, we wanted to disrupt the premium segment with a product that not only smacks of elitism but also is dazzlingly different in every aspect of design, and we wanted to dial up indulgence in every frame and every conversation. Our single-minded proposition was to establish INFINO as an ‘Out of this world’ brand and hence, we gave it a creative spin by creating its own universe of delight and decadence. This was achieved through a narrative that landed right on the discerning taste buds. Our creative strategy was crafted in a way that makes Infino drool-worthy and desirable enough to drive trials for this premium ice-cream brand and make a dent in the universe.”
This Valentine’s Day, Cadbury Dairy Milk Silk from Mondelez India, plays cupid once again to highlight some “unforgettable” love stories around us.
The brand has joined forces with filmmaker Zoya Akhtar who brings in her expertise to help couples craft their cherished moments into beautiful memoirs.
Speaking about this, Nitin Saini, VP- Marketing, Mondelez India, said: ” Cadbury Dairy Milk Silk continues to reign as the ultimate curator of Valentine’s Day celebrations. We believe the priceless romantic moments are not always the expensive ones, therefore with this campaign, we wanted to celebrate the everyday magic of a deeper and meaningful love and create a platform for couples to express their unique stories in a truly personal and heartwarming way. The idea was to create an experience that couples could revel in by watching a movie on them, by them and gush over the cute moments that are a testament of their love. The collaboration with Zoya Akhtar adds an extra layer of creativity, ensuring this campaign will be an unforgettable celebration of the diverse and beautiful stories that make each love story unique. Combined with the power of technology, this collaboration will bring love stories to life that is bound to touch hearts.”
Added Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India: “Where there’s love, there’s a story. And there can’t be a better gift than your story made into your own AI movie. When Akshay Seth came to us with the ‘Story of Us’ we instantly loved it, but the execution was a challenge. It involved a partnership between Cadbury Silk x Zoya Akhtar x AI x Disney+Hotstar x Millions of personal stories! Since this is the first time customized AI video generation at scale is being attempted, it took a lot for all the moving parts to come together but they finally have. The interface, with Zoya Akhtar as your guide nudges you to dig into your story and pull out the best nuggets. Then AI will turn that into a mini movie featuring Avatars of the two of you. The best stories will feature as an anthology on the streaming platform Disney+Hotstar.”
HDFC Life’s latest brand campaign encourages parents to believe in their children’s abilities and proactively plan for their future.
Speaking on the campaign, Vishal Subharwal, Chief Marketing Officer and Group Head, Strategy – HDFC Life said: “Today’s young generation is far more adept at dealing with the fast-evolving world around us. In this scenario, it becomes necessary for parents to have faith in their children’s capabilities and be adequately financially prepared to support their children with the education that would enable them to chart their success stories.”
Adding further, Rajdeepak Das, CCO Publicis Groupe – South Asia, Chairman, Leo Burnett – South Asia said: “Often today’s generation is underestimated and misunderstood because of their different approach to life. Our film takes one such example and shows how a son surprises his parents with his thoughtful gesture of using technology as the driving force in helping their business grow. And as parents the best support we can offer the next generation is insuring their future, so that their ideas can soar.”