MxMIndia

Category: MARKETING

  • Campaign conceptualised by VML

    New TVC launched for Pass Pass Pulse

    DS Group has launched a new TVC for Pass Pass Pulse, the hard-boiled candy. The brand’s foundational message, ‘Pran Jaaye Par Pulse Na Jaaye’, is echoed once again in the film, where Saurabh Shukla and Abhishek Banerjee take centerstage. It is conceptualised by VML (earlier Wunderman Thompson (Delhi)).

    Commenting on the occasion, Arvind Kumar, General Manager, Marketing, DS Foods, DS Group, said: “DS Group’s Pulse is all about a great tasting candy that you would never share with anyone. Our campaign line ‘Pran Jaaye Par Pulse Na Jaaye’ talks about this in a simple yet creative manner. This latest TVC brings this to life with yet another hilarious story that showcases people going to any extent when it comes to procuring/hiding their Pulse candy.”

    Ådded VML’s Sundeep Sehgal: “Pran Jaaye Par Pulse Na Jaaye is a promising idea that we have built over the years. To take things a notch higher, we developed yet another ad that showcases unique ways people adopt to hide their Pulse candy. We had a lot of fun making it and we are sure that the audiences will find it super entertaining.”

  • Featuring Shankar Mahadevan

    Air India launches new brand track: ‘India Takes Flight’

    Air India unveiled a signature track defining its sonic identity, ‘India Takes Flight’, reflecting, as it calls it, the “sound of a bold, vibrant, and confident India”.

    Air India’s new sonic identity is a jugalbandi (musical collaboration) featuring recent Grammy awardee and acclaimed musician Shankar Mahadevan, renowned percussionist and composer Taufiq Qureshi, celebrated lyricist and writer Prasoon Joshi, and London’s revered Royal Philharmonic Orchestra.

    Said Sunil Suresh, Head, Marketing, Air India: “We wanted to create a melody that embodied the Indian spirit. We also wanted to capture a universality that brings people together. This musical odyssey accomplishes it expertly, and as the country’s flag-bearer, we are proud to carry this to the world.”

    Added Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India: “I am incredibly honoured to be a part of this collaboration that embodies Air India’s new global brand identity. Air India always had a sense of rooted cultural ethos. This ethos is not inward looking but connects and welcomes the world. This track signifies Air India the brand on the ascent, one that emanates from the roots but goes on to embrace the skies.”

  • A refresh in 14 years

    Pepsi refreshes look at the Gateway

     

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    Pepsi took over the Gateway of India in Mumbai to unveil its new look as it rolled out its first visual identity change in 14 years. The carbonated soft drink took over the monument with a digital artwork that showcased the reveal of new Pepsi visual identity in an inflatable installation.

    Sharing her excitement, Shailja Joshi, Category Lead, Pepsi Cola, PepsiCo India, said: “We are thrilled to reveal Pepsi’s refreshed visual identity and new logo, embodying unapologetic modernity and the iconic status of Pepsi. The fresh design language reflects the invigorating spirit of Indian youth and their boundless pursuit of possibilities. The unveiling of Pepsi’s updated visual identity at the iconic Gateway of India, through a unique installation, signifies our celebration of an exciting new chapter. We’re delighted to bring the new logo to India and are positive that Pepsi enthusiasts nationwide will embrace and connect with the bold new era of the brand in 2024.”

  • Will be launching a series of TV and digital campaigns

    Ananya Panday partners with Tresemmé

    Tresemmé, the hair care brand, has partnered with actor Ananya Panday. To kick off the arrangement, Tresemmé will launch a series of TV and digital campaigns featuring her.

    Said Harman Dhillon, Executive Director, Beauty & Wellbeing, at Hindustan Unilever Limited (HUL): “We are thrilled to welcome Ananya Panday to the Tresemmé family.  Ananya embodies the spirit of the modern woman who is bold, confident, and aspirational. We strongly believe she is the perfect fit for Brand Tresemme which has always helped women look and feel her best, every day, not just salon days. She will inspire our consumers to embrace their individuality and express themselves through their hair.”

  • Campaign conceived and scripted by Leo Burnett

    ICICI Pru unveils new brand campaign

    ICICI Prudential Life Insurance unveiled its latest brand campaign, Zimmedari lagey pyaari. The campaign conceived and scripted by Leo Burnett will be broadcast across TV channels in five languages – Hindi, Marathi, Tamil, Telugu and Bengali.

    Speaking at the launch of the campaign, Anup Bagchi, MD and CEO, ICICI Prudential Life Insurance, said: “The launch of our new brand campaign “Zimmedari lagey pyaari” showcases responsibility as an ‘Expression of Affection’ and marks a milestone in reshaping the life insurance narrative. The underlying thought of the campaign is to reposition life insurance as equipping individuals to fulfil their responsibility.”

  • Campaign by Tilt Brand Solution

    Sara Khan features in Shopsy TVC

    Shopsy by Flipkart, hypervalue e-commerce platform, has released its brand new campaign with Sara Ali Khan to announce the launch of the Grand Shopsy Mela, its biggest sale event of the year (from March 12 to 17).

    Commenting on the campaign, Kapil Thirani, Head of Shopsy, Flipkart, said: “At Shopsy, we are committed to providing an affordable, diverse, and accessible shopping experience that meets the evolving needs of our customers. The new television commercial aims to capture the essence of family shopping by highlighting the extensive selection and attractive prices that surprise and delight customers. This campaign emphasizes our commitment to value-driven shopping and sets the stage for the highly anticipated Grand Shopsy Mela, where we redefine affordability and choice.”

    Added Adarsh Atal, Chief Creative Officer, Tilt Brand Solution: “For the Grand Shopsy Mela campaign, we wanted to focus on consumers who shop for everyone in the house and make their families happy with the purchases they make with grand deals. The Grand Shopsy Mela is a quintessential family event, and Shopsy offers something for everyone at great value during this sale. This campaign shows Sara Ali Khan – the family’s shopper getting undiluted expressions of both admiration and applause because she is able to get great products at an affordable price that brings joy to everyone in her family.”

  • Breaking stereotypes, the Urban Company way

    Breaking stereotypes, the Urban Company way

    Sanjeev KotnalaWe cannot deny the fact that gender disparity exists, and we have a long way to go for equality to even become realistically possible. What has taken centuries of creation will take a few generations to be wiped out. What is heartening is that we are moving there, and the new generation is seeing an accelerated pace of change. The respect and recognition for women’s contribution and place in the workplace and family life are slowly being recognised. However, the change is at a different pace in different spaces and spheres of operation.

    The work of a woman, the choices she makes, the place or the kind of work she does, the timings she keeps are all still under scrutiny. It is not that the mindset has not changed or the efforts are not being made. The efforts need to be directed not only to empower the women and to ensure a safe working space but also at the individual and family grassroots level. The respect and sensitivity need to start at the smallest unit of the society- the family and its constituents.

    Hence, this communication on massage service by Urban Company is a welcome sign of tackling a sensitive issue and the stereotyped thoughts associated with a particular job.

    Happy Ending was all about Lived Happily Ever After – a story-ending where everything turns out for the best of the protagonists. At the same time, the villains are defeated. Then, the meaning changed to something different.

    There was no real need for the brand to communicate this. If there was something the brand could have said, no cross-gender service allowed, it could have been the end. But one must complement the brand that operates the on-site (mostly home) services, which has opened the discussion by leveraging one of their services. They have used the boundaries of the sensitive relationship of a brother and a sister and then turned it around the Happy Ending is worth appreciating.

    This is a small but sensitive step. The fight will continue. Women will have to fight the stereotypes and keep answering the stupid questions. We shall break it one chip, one person at a time. Most of the change must happen at the family level. Otherwise, such communications will have a limited ( read negligible ) effect. We must demonstrate through our behaviour, expectations, experience, and interaction a general sense of righteousness and respect for every gender and empower them to lead their life with dignity. Then only a tsunami of change can be expected; otherwise, the small waves of such beautiful communication will crash on the shoes of hardened choices through generations, and someone would still have to defend a Happy Ending.

  • An ode to all women investing their 'LIVES' in everyone around them

    Research & Ranking launches #InvestorsForLife Campaign

    Research & Ranking, the equity investment advisory brand and a part of Equentis Wealth Advisory Services Limited, has announced the launch of its #InvestorsForLife campaign, an ode to the countless women who selflessly dedicate their lives in the betterment of their loved ones.

    Said Alok Arya, Chief Marketing Officer of Research & Ranking: “At Research & Ranking, we advocate long-term investing as the path to success. This mind-set demands commitment, discipline, consistency, and patience – qualities inherently reflected in a woman’s ability to nurture. At every turn, they invest in us and our relationships, fostering lifelong growth. While everyone is an investor in some capacity, women are #InvestorsForLife. Through this campaign, we aim to bring light to their invaluable contributions and honor their immeasurable impact on the world. As a token of gratitude, we’ve created #InvestorsForLife badges for male colleagues to wear, symbolizing appreciation for their female counterparts.”

    The film shows a montage of heart-warming scenes where women and girls in different roles are taking care of people around them and investing their time and efforts. The slice-of-life visuals are paired with an emotional VO in a male voice to express gratitude.

    The Creative Agency Digital Refresh Networks has shot and edited the video. The campaign is being promoted across all major social media platforms such as Facebook, Instagram, Twitter, LinkedIn and YouTube.

  • On the occasion of International Women’s Day

    Voltas Beko’s ode to spirit & contribution of women workforce

    Voltas Beko, a JV between Voltas and Europe’s Arçelik, has launched a film titled ‘It Is Her’ on the occasion of  International Women’s Day.

    Speaking on the campaign,  Prasenjit Basu, Head of Marketing, Voltbek Home Appliances Pvt Ltd said: “At Voltas Beko, we firmly believe that women hold the power to shape a better future. Through our campaign, we wanted to pay a tribute to the incredible talent and dedication of our  women employees who not only assemble home appliances but pour their heart and soul into every unit they craft.”

  • 11 women featured in this photo series break the stigma around what a woman should look like, one photo at a time

    Campaign by Juicy Chemistry & Mommy Shots by Amrita

     

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    This Women’s Day, Juicy Chemistry and Mommy Shots by Amrita have come together for the ‘Scars are Beautiful ’ campaign, showcasing the beauty of postpartum bodies and stretchmarks.

    The photo series campaign went live yesterday (March 6) where 11 mothers flaunt their bodies, sharing their experiences of motherhood online to empower other women to change their perceptions and develop an appreciation for their bodies. Their stories are all about their raw emotions while reflecting and their change of perception of their bodies.

    Said Megha Asher, the Co-founder & COO of Juicy Chemistry: “At Juicy Chemistry, we believe in promoting self-love and body positivity, and we are thrilled to partner with Mommy Shots for this unique campaign. Through this powerful photo series, we hope to inspire and empower women to embrace their bodies, and scars not just physical but emotional ones as well, and celebrate their unique journeys of motherhood. As mothers ourselves, we understand the challenges that come with motherhood and the impact it can have on a woman’s body and self-perception. We hope that this campaign will help shift the narrative and encourage women to see their bodies as beautiful and strong, no matter their shape or size. Together, we can create a more inclusive and diverse representation of beauty and promote self-love and acceptance for all women.”

    Added Amrita Samant, Founder & CEO, Mommyshots, who conceptualised and shot the campaign: “In my world of photography, motherhood, babies and art, creating something meaningful that helps change the world obsessed with perfection was very close to my heart. We want to redefine beauty with every line and every scar that spells resilience strength and a unique journey, we want to go beyond the surface with this campaign. They’re more than blemishes, they’re badges of honor, they are tender and timeliness. I am super proud of the 11 women who came forward to normalize what the society has for far too long considered unsightly.”

  • SSSP = self-serve supply platform

    Invcent launched for SSSP

    Collective Consulting has announced the launch of Invcent.com (pronounced ‘Incent with the ‘V’ being silent), a global marketplace SSSP (self-serve supply platform), to fulfil the TV inventory-buying needs of agencies and clients.

    Speaking on the platform launch, Founder Alok Rakshit said: “We are at the cusp of several transformative shifts that are happening in the ever-dynamic media space. With the help of Invcent.com, linear mediums can experience a rapid digitalization process, leading to accelerated growth. This inventory central platform will assist media buyers and clients in discovering new publishers, in existing as well as media-dark or unrepresented markets,” adding: “Due to sheer number of TV channels in India (over 800 plus), media buyers, planners and clients face the challenge of effectively reaching out to these channels or markets. Publishers in search of new clients encounter similar obstacles in both local and international markets.”

    The core founding team consists of industry expert Joydeep Ghosh who played a key role in the digitization process for TV commercials delivery in India and is with Sagar Gholap who has worked with many leading media organisations.

  • In collaboration with 82.5 Communications

    Himalaya Wellness launches new campaign

    Himalaya Wellness has launched its new campaign in collaboration with 82.5 Communications. This year, with the #TakeMySPOT campaign, the focus shifts to celebrating their hard-earned spots and achievements on the field.

    Said Rajesh Krishnamurthy, Business Director, Himalaya Wellness Company: “The success of our partnership with the Women’s Premier League in 2023 inspired us to continue our association in this year’s edition. Along with the cricketers, we’re thrilled to bring the excitement of Danish Sait’s collaboration to the #TakeMySPOT campaign, adding a layer of humour and intrigue as we tackle the topic of stubborn spots with our new Himalaya Dark Spot Clearing Turmeric Face Wash and Face Care Range.

    Added said Ragini Hariharan, Marketing Director of Personal Care & Hygiene at Himalaya: “We’re thrilled to see the incredible response to the #TakeMySPOT campaign teaser, which trended at Number 1 on Twitter on day 1 of RCB’s match and also with the reveal trending at no1 on 29th of February! We’re confident that this year’s partnership, much like last year, will not only generate excitement around the product, but also continue to solidify our connection with the women’s T20 league audience,” “We’re proud to introduce this face wash and face care range, formulated using a unique cold-pressed extraction technology called Svarasa that preserves the essential components of turmeric. This research-backed formula empowers our consumers to tackle dark spots and achieve healthy, radiant skin.”

    Said Mayur Varma, CCO of 82.5 Communications: “We’re thrilled to unveil this campaign featuring the talented trio—Smriti Mandhana, Shreyanka Patil, Richa Ghosh—alongside the popular comic, Danish Sait. We are hopeful that the campaign’s fun-filled vibe will resonate with RCB fans and Himalaya users alike.”