MxMIndia

Category: MARKETING

  • Film made by Leo Burnett

    Kurkure rolls out new campaign with Sara Ali Khan

     

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    Kurkure has rolled out a new campaign featuring brand ambassador Sara Ali Khan. The brand unveils its latest repositioning to celebrate originality and defy norms of conformity. The tagline: ‘Chatpate Se Sab Patein’.

    Said Aastha Bhasin, Category Lead, Kurkure, at PepsiCo India: “Kurkure, India’s cherished snack brand, has woven itself into the fabric of India households through its quirky taglines and compelling narratives over the years. As a brand that strives on its close connection with its consumers, we realised the challenges that come with conformism and a fast-paced hustle culture. Backed by this very insight, we’re thrilled to introduce our fresh positioning – ‘Chatpate Se Sab Patein’. Infused with a dash of humour and cheek, this positioning encourages individuals to liberate themselves from the shackles of conformity and embrace a balanced life. Rooted in Kurkure’s creative essence, our campaign film, starring Sara, masterfully captures the heart of this narrative. She not only impeccably embodies the protagonist’s role but also infuses authenticity and relatability into the storyline, staying true to Kurkure’s distinctive and flavorful identity.”

    Added Vikram ‘Spiky’ Pandey, National Creative Director, Leo Burnett: “Kurkure as a brand has always encouraged its consumers to make brave choices albeit with its signature quirky humour. With this film we wanted to use this humour to land an important message against toxic conformity. One such example that our film brings to life is that of toxic bosses. Often working long hours has been seen as badge of honour, but in reality, it takes away from precious family time. Kurkure encourages everyone to break these toxic cycles as #ChatpateSeSabPatein”

  • Actor Suriya Sivakumar is co-owner

    ISPL franchise Chennai Singams unveils its brand identity

    The Indian Street Premier League (ISPL) franchise Chennai Singams unveiled its logo for the inaugural edition of the league. Rajdipkumar Gupta, Sandipkumar Gupta- promoters of Route Mobile Ltd and Actor Suriya Sivakumar are the co-owners of Chennai Singams, a Chennai-based franchise.The logo is a roaring lion, depicting the “great strength and valour of Chennai”.

    ISPL, the country’s first-ever T10 tennis ball cricket tournament, is scheduled to kick off from March 6 to 15,2024 in Mumbai. There will be 19 matches between six teams – Hyderabad, Mumbai, Bengaluru, Chennai, Kolkata, and Srinagar.

    Said Rajdipkumar Gupta, Co-Owner of Chennai Singams: “Both Sandip and I, besides being entrepreneurs, are very passionate towards sports and the same reflects in our ownership of multiple clubs in MCA that have produced talented players like Sudhir Naik, Zaheer Khan, Wasim Jaffer, Rajesh Pawar, Raju Sutar, Nilesh Kulkarni besides our ownership of North Mumbai Panthers that plays at the Mumbai T20 Premier League and Saraswati Sports Complex in Mumbai that provides good sporting amenities.”

  • Dentsu Creative launches a new integrated campaign

    KL Rahul is brand ambassador of Aditya Birla Finance

    Aditya Birla Finance Ltd (ABFL) and Dentsu Creative India have launched a new integrated campaign titled ‘Ab Kahani Badlegi’, featuring cricketer KL Rahul as brand ambassador.

    Speaking on the campaign, Darshana Shah, Head of Marketing & Customer Experience, Aditya Birla Capital said: “Cricket as a sport inspires the Indian masses, and we chose KL Rahul as his journey closely resonates with everyone. As a cricketer, he has overcome all odds to make his mark on the Indian cricket team. We want all individuals to draw inspiration from our campaign ‘Ab Kahani Badlegi’ and transform their life stories with ABFL as their trusted partner who will support them in overcoming financial challenges on their way to success. We want to enhance people’s lives and empower them to rewrite their story with the help of our loan solutions.”

    Added Ajeet Shukla, Group Executive Director (West), Dentsu Creative India: “The moment we discovered about KL Rahul as the lead protagonist for this campaign, we were very excited & clear that this story needs to be as inspirational as his journey has been for millions of people just like how ABFL has been an inspiration for millions of dreams by providing easy loans for personal & business purpose.”

  • For Smart Tax Planning

    Future Generali India Life Insurance unveils campaign

    Future Generali India Life Insurance Company Limited (FGILI), has launched a series of digital films as part of its Tax Saving Campaign, aligning with the hashtag #TaxBachaoWithFGILI. These films emphasise life insurance as a crucial tool for optimizing tax savings, particularly amidst the year-end financial rush.

    Said Geetanjali Chugh Kothari, CMO of Future Generali India Life Insurance, commented on the campaign: “With our Tax Saving Campaign, we aim to remind individuals of the tax benefits achievable through strategic life insurance investments which can contribute to their wealth portfolio. Through these quirky shorties, in this critical quarter of the year, our aim is to reinforce awareness and empower customers, making financial well-being a seamless and achievable goal.”

  • Urges consumers to take a 'Roz Ka Healthy Step'

    Saffola Gold launches ‘Power of 3’ ad

    Saffola oil has launched a new ad film introducing the ‘Power of 3’ in its Saffola Gold Oil formulation. Conceptualised by Mullen Lintas, the TVC aims to promote the “adoption of better practices and a healthier lifestyle”.

    Speaking about the campaign, Marico Ltd CMO Somasree Bose Awasthi said: “As a health-centric legacy brand, we’ve always prioritized consumer health. We are committed to educating them on the effectiveness of building lasting habits for healthier living including a balanced diet and an active lifestyle. The new ad reflects the brand promise and commitment towards the well-being of its consumers by encouraging them to take “Roz Ka Healthy Step” and the unique sonic identity brings with it a fresh promise of care and nurturance.”

    Echoing his thoughts, Mullen Lintas CCO Ram Cobain added: “In today’s fast-paced, high-pressure world, success often comes at a price, Our health. Young people are falling prey to conditions that were once seen as afflictions of old age. Our creative idea was to land this serious insight with a ‘lightness’ of touch, pretty much like how the oil is. Truth is, while there are many external stressors beyond our control, the one big step we can own (and take) to mitigate risk, is the small one of choosing the right cooking oil. And if good health is made mostly in the kitchen and not in the gym, then the tastiest way to get healthier is with Saffola Gold.”

  • Guaranteed Wealth Builder Plans

    Kotak Life launches its digital-first campaign

    Kotak Mahindra Life Insurance Company Limited launched its digital-first campaign for its Guaranteed Wealth Builder Plans (GWBPs).

    Said Subhasis Ghosh, Joint President, Kotak Mahindra Life Insurance Company: “Our campaign aims to empower individuals to make informed decisions and secure their financial future through the bouquet of the Guaranteed Wealth Builder Plans (GWBPs). These plans assure investors of fixed returns, thereby providing steady financial growth. Recognising the importance of financial certainty, GWBPs enable investors to strategise and budget their finances confidently, a crucial aspect given that economic uncertainties are common.”

    Added Ankit Mathur, Group Creative Director at Grey Group: “With Kotak Guaranteed Wealth Builder Plans, we had the unique opportunity to combat two of the biggest concerns consumers have in regards to their investments– the uncertainty of returns and the need to invest in tax-efficient instruments. We created two films that voice out the internal thoughts of our audience in a light-hearted way.”

  • To revamp brand image

    Rungta Steel unveils TVC with SRK, Alia & Ranbir Kapoor

    Rungta Steel, an integrated steel company, is revving up its branding with the launch of a TVC starring Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor.

    Said Arvind Kumar, AVP- Sales & Marketing (TMT & Wire Rod), Rungta Steel: “It is always a pleasure sharing our latest endeavours with you, this time with the second TVC starring the esteemed Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor. This campaign reflects our drive and ambition to being India’s most sought-after TMT Bar brand. With steadfast focus, it is our continuous pursuit to position ourselves in the best possible light, ensuring smooth business and expand our reach to connect with both our valued and potential customers.”

  • The film is a collaborative effort between TooYumm! and Curativity, notes a communique

    Curativity revamps TooYumm positioning

    Curativity has announced the launch of a revamped brand positioning for RP Sanjeev Goenka (RPSG) group’s snack brand, TooYumm!. It’s titled ‘Too Nahi Toh Kuch Nahi’.

    The film is a collaborative effort between TooYumm! and Curativity, notes a communique.

    Speaking about the campaign, Yogesh Tewari, Vice President – Marketing, Guiltfree Industries Ltd, RPSG FMCG, said: “We wanted to position our brand as the coolest, trendiest snacking brand for young snack lovers. And we believe it starts from the product. Just like our earlier launch of TooYumm! Bhoot Chips, TooYumm! Twisties too is a disruptive product that is sure to rock in the market with our consumers. The “Too Nahi Toh Kuch Nahin” campaign developed with Curativity is sure to resonate with the young audience and help build TooYumm! as their favourite snacking brand.”

    Added Aarti Srinivasan, Head of Creative, Curativity, said, “There’s over stimulation all around us. Scrolling on social media, swiping through dating sites, binge watching, online gaming, e-shopping, nothing is done in moderation. It’s always an extreme. We took advantage of the powerful word ‘too’ in the brand name that so aptly reflects this new attitude and mindset. Starting with Too Yumm Twisties, every product innovation going forward will be nothing but ‘too’ with respect to the format and flavors.”

    Said Neha M Dhanani, Head of Business at Curativity, emphasised the concept of ‘Ownable Distinctiveness,’ which is ingrained in the approach at Curativity for all brands. “The idea was to craft a unique and unmistakable identity for TooYumm! that sets it apart in the crowded market. ‘Gen Z’ is known for its dynamic choices; they do nothing in moderation. Everything else that is not toooooooo is PHEEKA to them. The Twisties campaign is a celebration of that attitude. TooYumm! is a taste-forward brand, and among the many flavors that GenZ is exposed to, the one that stands out is something that’s extra.”

  • It has acquired three digital billboards in Mumbai to catch the attention of locals and social media users

    Piramal Realty innovates with OOH

     

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    Piramal Realty, the real estate arm of Piramal Group, has acquired three digital billboards in Mumbai to catch the attention of locals and social media users.

    Said Kyron Dinshaw, Joint Vice President-Marketing & Commercial Leasing at Piramal Realty: “Outdoor media is extensively utilised by the real estate industry. Brands are using the outdoor canvas to further offer consumers an immersive experience with blended reality. Hyper-realistic anamorphic installations are globally trending, and we have witnessed automobile, technology, and footwear brands using 3D OOH advertising. At Piramal Realty, we continually seek new and creative avenues to connect with our customers. Our latest phase Vana, at Piramal Revanta represents a harmonious blend of luxury living and natural serenity. Our campaign, highlighting anamorphic 3D billboards and CGI creatives, aims to captivate audiences and underscore the distinctive features of this phase. Our CGI Billboard has been well received by the real estate industry and our customers. This initiative breaks traditional clutter and aligns with our commitment to redefine the real estate arena by fostering creativity and innovation.”

  • To play across digital and social media platforms and other major media dissemination platforms

    Health Factory campaign features Kunal Vijaykar

    The Health Factory, a wholesome and nutritious food products provider, has announced announce the launch of a campaign, titled #TuJaantaNaiMeraBreadwalaKaunHai featuring actor and foodshow host Kunal Vijaykar.

    Speaking about the campaign, Vinay Maheshwari, CEO & Founder of The Health Factory, said: “At The Health Factory, we believe in making healthier choices enjoyable. #TuJaantaNaiMeraBreadwalaKaunHai is not just a campaign; it’s a movement to show that health and flavor can coexist harmoniously. We are thrilled to have Kunal Vijaykar and our esteemed collaborators on board, sharing our vision for a balanced and flavorful lifestyle.”

  • ICICI Lombard has launched an integrated media campaign titled ‘Game of Life’

    ICICI Lombard goes for ‘Game of Life’ gamification

    Said Sheena Kapoor – Head Marketing, Corporate Communications & CSR, ICICI Lombard: “We are really excited about our new brand campaign ‘Game of Life’. In our constant endeavour for innovation, the campaign is an original and disruptive take with a unique narrative and tonality inspired from gaming world and gaming characters! The central theme being the game of life is wrought with uncertainties and urges the viewer to stay protected and ‘revive’ oneself with ICICI Lombard’s insurance solutions. By putting the characters in a game-like scenario, we created a relatable story combining situations from real-life to communicate how life can be enhanced when you have apt protection shield in place. Gamification was not just merely a creative choice, but a strategic endeavour to engage with the audiences, especially the younger generation to help them appreciate the value of insurance early in life.”

    Added Talha Bin Mohsin & Mahesh Parab – Executive Creative Director, Ogilvy: “If our lives weren’t complicated enough, the pace at which our everyday world is evolving makes each day of ours a little more unpredictable. A lot like a video game. This observation is what led us to a unique execution which captured the vulnerability of our lives today. Stressing the natural need for a higher level of protection which comes effortlessly to an insurance giant like ICICI Lombard with its innovative suite of insurance products. Almost making ICICI Lombard the Respawn button of our lives.”

  • Launches a financial literacy campaign with RedFM

    Yes Securities says “We Love Wonga”

    Yes Securities, in partnership with RedFM, has announced the launch of “We Love Wonga!”, an initiative aimed at enhancing financial literacy among the youth, particularly Gen Z.

    Said Amit Bhandare, Head of Marketing and Corporate Communications, Yes Securities India Limited: “Cultivating financial literacy among today’s youth is paramount for shaping a generation of empowered decision-makers. It’s not merely about building wealth; it’s about instilling confidence and resilience in navigating life’s financial landscape. Through “We Love Wonga!” we aim to equip young individuals with the knowledge and tools to make informed choices, setting them on a path towards financial independence and success.”