MxMIndia

Category: MARKETING

  • Conceptualised by Ogilvy

    Thums Up rolls out new campaign

    Thums Up, the homegrown beverage under The Coca-Cola Company, has announces a Toofani campaign titled ‘Soft Kya Jaane Toofan ka Swaad’ featuring actor Kichcha Sudeep. It is conceptualised by Ogilvy India as a part of OpenX from WPP.

    Commenting on the campaign, Tish Condeno, Senior Category Director, Sparkling Flavours, Coca-Cola India, and South-West Asia said: “We are absolutely thrilled to have Kichcha Sudeep on board with Thums Up. This campaign marks a thrilling recreation of our iconic Toofani spirit, amplified by Kichcha’s dynamic energy. The thrilling campaign embodies Thums Up’s adventurous spirit and the bold action is symbolic of the strong taste.”

    Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India added: “The task this year was to bring alive the strong and thrilling taste of Thums Up while maintaining the brand’s original energy. So, to bring Soft Kya Jaane Toofan Ka Swaad to life, you see Kichcha Sudeep in an all new toofani avatar that showcases Thums Up in its truest form. We have taken his dynamic and adventurous persona in a unique adrenaline filled narrative. With Kichcha Sudeep being open to the wildest of ideas, we pushed the envelope to deliver there is nothing soft about the taste of Thums Up.”

  • Titled "Khulke Khilao Holi" ahead of Holi celebrations

    Haldiram’s unveils digital commercial

    Haldiram’s, the sweets and snacks brand, recently launched its latest Holi campaign.

    This year, in addition to its celebrated Thandai and Gujiyas, Haldiram’s is offering a range of Holi special products, that are ideal for gifting in the festive season.

    Speaking about the importance of Holi and the campaign by Haldiram’s, Kailash Agarwal, President – Retail & QSR, Haldiram’s, said: “Holi, the festival of colours, holds a special place in the hearts of millions of Indians. It’s a time for joy, laughter, and togetherness. At Haldiram’s, we aim to enhance these celebrations by offering a wide range of delicious Gujia, Thandai and snacks that bring people closer. The new digital video is a testament to the experience that we as Haldiram’s induce within Indians as we celebrate the festival of colours to the fullest.”

  • For a tech-driven future envisioned using AI

    LS Digital joins Billabong High International School to launch campaign

    Billabong High International School Malad has collaborated with LS Digital, a digital marketing transformation (DMT) company, to spearhead a campaign titled ‘Future Re-imagined’, to foster creativity and innovation among its students. This initiative was led by Dr Radhika Srinivasan, Principal, Billabong High International School Malad, aimed at empowering students to envision a new world, driven by the transformative power of AI.

    Said Manesh Swamy, CCO and SVP, LS Digital: “Our interactions with students at Billabong High International School have always left us spellbound. Their thought process, the way they fearlessly think, communicate confidently, and have unique ideas, most of this is because of the differentiated approach to teaching and learning at the school. Students today are constantly exposed to and immersed in technology, with this initiative we thought of merging students thoughts with generative AI and bringing their ideas to life. We approached this more like a social experiment, while creating these images we wanted to stay true and close to the student’s imagination. The results are an incredible mix of generative AI and traditional graphic design coming together to breathe life into these students visions. The reaction of parents and students to the AI expo told us that we did a great job of bringing it alive. The best part of this ‘Future Reimagined’ campaign is that the students at Billabong High International School are even more keen to learn and experiment with Generative AI, and we will be felicitating a series of workshops for them in phase-2.”

  • To elevate its digital presence

    Cheil’s Experience Commerce wins mandate for Nissin Geki Korean Noodles

    Experience Commerce (EC), the integrated digital agency within the Cheil Network, has secured social the media mandate for Nissin Geki Korean Noodles.

    With this partnership, Experience Commerce aims to elevate Nissin Geki’s digital presence by deploying targeted social media initiatives designed to enhance brand awareness, engage the target audience, and drive organic growth across platforms such as Instagram, LinkedIn, Facebook, and YouTube.

    Said Daisuke Okabayashi, Vice President of Marketing at Indo Nissin Foods Pvt Ltd: ”Today, Nissin Geki Korean noodles stand as the preferred choice among young K-Lovers, boasting bold hot and spicy flavours. The immense love for Korean noodles among enthusiasts is evident. Since 2021, we’ve experienced consistent growth, and we’re now poised to accelerate our trajectory even further. It’s paramount for us to align with a strategic partner who deeply comprehends our brand ethos and can craft compelling campaigns across social media platforms. Our decision to collaborate with Experience Commerce is a strategic one; we trust in their expertise and approach, and we’re confident they will not only deliver the desired results but also contribute significantly to our aggressive growth plans.”

    Expressing enthusiasm about the partnership, Meera Ghare, Vice President and Business Head at Experience Commerce, added: “Partnering with Nissin Foods presents a thrilling opportunity for us to leverage our agency’s expertise and market acumen to drive exponential growth for the Nissin Geki Korean Noodles brand. With our collective focus on capturing the imagination of today’s youth and young adults, particularly Gen Z who are K-Lovers, through dynamic and immersive social media content, we aim to revolutionise the narrative surrounding Korean-style noodles in the Indian market.”

  • Has been signed as the new face of ‘Cheeky Singles’, Star Sports’ special weekly

    Star Sports collaborates with YouTuber CarryMinati for IPL 24

    As the countdown to IPL 2024 begins, Star Sports has collaborated with YouTuber and content creator, CarryMinati aka Ajey Nagar. The 24-year-old Delhi-based creator, who is popular for his expletives-laden satirical roasting videos, has been signed as the new face of ‘Cheeky Singles’, Star Sports’ special weekly show that captures the fun side of the sport.

    The show is being written by Vishal Dayama, who has worked with CarryMinati on some of his previous YouTube sketches.

    Notes a communique: “With a long-term vision to transform sports broadcasting, the collaboration will marry CarryMinati’s authentic brand of sharp humour and strong youth connection with Star Sports’ vast cricket viewership, promising an unprecedented viewing experience. The first episode airs on March 21, 9:30 pm, on the Star Sports Network.”

     

    Now will CarryMinati minus all the abusive words lose his following on Star Sports?

  • To strengthen its integrated communication activities

    XLRI Delhi-NCR partners with Mavcomm Consulting

    XLRI Delhi-NCR has announced its association with Mavcomm Consulting to strengthen its integrated communication activities

    Said Dr Fr K.S. Casimir, Director, XLRI Delhi-NCR: “We are happy to welcome Mavcomm Consulting on board as our integrated communication agency. As XLRI Delhi-NCR continues to expand its presence and influence in the education sector, effective communication and digital engagement have become imperative. We believe that Mavcomm’s expertise and innovative approach will play a pivotal role in amplifying our institutional voice, enhancing our visibility, and fostering stronger connections with our stakeholders. We look forward to a fruitful partnership that will further elevate our reputation and support our mission of nurturing future leaders as XLRI strongly believes in the greater good and shaping the management education sector and the community at large.”

    Added Anand Mahesh Talari, the Founder & Managing Director of Mavcomm Consulting Pvt Ltd, added: “We are honoured and thrilled to have been selected as the integrated agency for XLRI Delhi-NCR. XLRI Delhi-NCR is renowned for its commitment to academic excellence and leadership development, and we are excited to collaborate with such a prestigious institution. At Mavcomm we are passionate about leveraging strategic communication and digital marketing to drive impactful results. We look forward to working with XLRI Delhi- NCR to enhance its brand visibility, engage with its stakeholders effectively, and support its mission of shaping the leaders of tomorrow.”

  • And what happens when Lucifer when beams down to the Auto Expo. Avik Chattopadhyay muses

    Avik Chattopadhyay: Lucifer at the Auto Expo!

    By Avik Chattopadhyay

     

    Lucifer was getting bored. Almost dozing off when God walked up to him and said: “Want to taste a new kind of hell?” “Sure, tell me more…” “Read on social media that the Indian automobile market is hellish.” “Hellish…or actual hell?” “Check it out for yourself. Lazing on that ottoman is making you fat.” “Okay, okay…don’t push it. Where exactly do I start? Heard that country is a huge maze.” “Seems there’s an auto show somewhere up in the north. Good place to start.” “Terrific! Never been to an auto show. Beam me down…now!”

     

    Oh man! Look at all those people streaming in! Seems the whole world is here. Imagine when they all come up…

     

    “Excuse me Sir, your pass please. Others are waiting behind you.”

     

    “Oh yes, here it is. Sorry.”

     

    So, what do we have here? They call this an SUV. Popular name here. That one there too is an SUV. Didn’t the guys in the previous hall also have a couple of SUVs?! “How is your SUV different from that in the previous hall?” “Oh, theirs is a traditional SUV…boxy. Ours is a coupe SUV. Sleek. We also have a mid-size SUV. There…” Next hall. Now, what do we have here…a tiny vehicle with bug eyes…wait, they are calling this an SUV too! “What SUV is this?” “This is a compact SUV.” As I stepped out I see a very interesting SUV parked outside. Two types of wheels. “Excuse me, what SUV is this?” “This is a tractor!” “Wow, a tractor-SUV!” “Where are you from, weirdo?” How offensive! One can get confused…this thing also has high seats and a high roof!

     

    Alright, so what do we have here? The description says “face-lift”. What could this be? “Excuse me, which part of the face did you lift?” “Ummmm…well the grille now has two chrome stripes on it…previously had one. Also, the DRL has been repositioned over the headlamp. And…” “Call this a face-lift?! More like a nip and tuck, is it not!” And there are lots of nips and tucks all around. The crowd must be liking all this stuff. A bumper here, a light there.

     

    And what’s with this “Electric” mania? It’s all over the place. This electricity is blue in colour! Fancy that!! That’s why the blue lightning streaks, outlines, highlights and letters all over. Wonder if red or green electricity works equally well. The red one would surely go with my eyes!

     

    But, where are those ‘half-vehicles’ …the ones with just two wheels? They were all over on the roads. “Excuse me, where are the ones with two wheels? Do not see them here.” “Oh, there are just a couple here. Most have stayed away. You will find them in Milan and Cologne.” “Close by?” “Where are you from, weirdo?” Now, that’s the second time in a day. Third time and I burn this place down.

     

    This green stuff on the floor is sure interesting. “That’s artificial grass!” “I see. Whatever for?” “Because we believe in green technology! Can’t you get it?” “Pardon me. You have blue electricity too. Is this the same stuff?” End of polite conversation.

     

    “You back already?”

     

    “Yup.”

     

    “Okay, am all ears…”

     

    “Do not bother.”

     

    “C’mon, humour me…”

     

    “Okay…sample this. They say it’s winter, but I found ladies standing next to vehicles shivering yet hardly wearing any clothes. They say India is a market of 1.3 billion people but when I was beaming down I saw innumerable people on feet asking for money from those in vehicles. Understand?”

     

    “Oh hell!”

     

     

  • The student stands for all that is good, aspirational and ambitious about society, writes Avik Chattopadhyay

    Avik Chattopadhyay: Brand of the Year – the Indian Student

    By Avik Chattopadhyay

     

    This is that time of the year when the best of the best are recognised. Person of the Year. Film of the Year. Tweet of the Year. Instagram pic of the Year. And so on. Hence I thought of taking this opportunity to announce my “Brand of the Year”.

     

    The Indian Student.

    Yes, the Indian student, who has actually helped keep the fabric of this nation more or less unharmed and intact through the year. On various occasions. On various issues. Social. Ecological. Economic. Behavioural. Political. Cultural. Some issues complex, some very fundamental.

     

    As a brand, they have stayed true to their core purpose.

    As a brand, they have been on course with their promise to deliver.

     

    The student is the future of any country. The student stands for all that is good, aspirational and ambitious about society. That is not necessarily bound down by convention and ritual but makes the nation proud.

     

    Because I care beyond myself

    I care about the environment and will take action to reverse damage and preserve what is left. I will make festivals less polluted. I will take to public transport to reduce congestion.

     

    I care for the unique yet fragile concept of “India” that is only 70 odd years old. I will take to the streets if needed to preserve the national fabric.

     

    I care for the unwanted and underprivileged. I will go out of my social bindings to stand up for them.

     

    I care not because I am affected, but because this land I inhabit and this flag I salute is affected. And if I do not care for another, no other shall care for me when I need support.

     

    Because I have no hidden agenda

    I am typically not driven by agendas and mala fide intentions at this stage of my life. Yes I do have peers who have joined youth wings and student wings of various political parties but they are only a handful. I am still idealistic. I am still inquisitive. I am still a bundle of energy. I still have time on my hands. I am not yet ‘comfortably numb’. I am not yet bound by stereotypes of colour, faith, flags and forms. I still think I can walk over and hand out a rose to a policeman across the barrier. I still think I can upload a video of an unruly lawmaker and shame him / her before the millions. I still think I can share a ‘bread pakoda’ and a ‘chai’ with a peer who completely differs in thought and action. I still think I can bring change…positive, powerful, progressive and for all.

     

    Because I am the future

    I experiment every new trend as nothing is beyond bounds.

     

    I will redefine consumerism by experiencing more than merely owning.

     

    I will redefine freedom of speech and expression by making myself heard.

     

    I will embrace causes that transcend culture, gender, race and religion.

     

    I will be my own check and balance as I move forward, into a new decade of challenges and opportunities.

     

    I will be the India that the world will one day truly admire.

     

  • Presents Gentlemen's Edit 2.0

    John Jacobs eyewear unveils campaign film

    John Jacobs, the eyewear brand by Lenskart, has unveiled a new campaign film to bring back Gentlemen’s Edit 2.0, featuring the journeys of actor Arjun Mathur and entrepreneur Varun Duggirala.

    Commenting on the campaign’s launch, Apeksha Gupta, CEO of John Jacobs said: “Gentlemen’s Edit 2.0 isn’t just about eyewear; it’s a tale of success intertwined with the essence of a true gentleman. Joined by Arjun Mathur and Varun Duggirala, we redefine modern elegance, weaving enduring values—integrity, kindness, and authenticity–into our narrative.”

  • The event was conceptualised and designed by Initiative India

    Big FM & Centuary Mattresses host Qoolest Sleep Concert

    Centuary Mattresses hosted the Qoolest Sleep Concert on World Sleep Day, March 15, 2024. The event, conceptualised and designed by Initiative India in collaboration with Big FM, aimed to raise awareness about the importance of sound sleep for overall well-being and provide attendees with an immersive sleep experience.

    Said Vijay Kumar Mikkilineni, GM Marketing, Centuary Mattresses, said: “We are thrilled to present the largest Qoolest Sleep Concert in India. This unique event aims to educate people about the paramount importance of sleep for our overall well-being. By integrating music, relaxation, and expert insights, we aim to highlight the crucial role quality sleep plays in our lives and nurture healthier lifestyles across the nation.”

    Added Dhirendra Singh, EVP and Mumbai Head, Initiative India: “Centuary Mattresses’ Qoolest Sleep Concert isn’t just an event; it’s a strategic masterpiece. By tapping into the trend of sleep deprivation, we, along with BIG FM, crafted a narrative that resonates deeply with consumers. This initiative positions Centuary Mattresses as a brand that understands and cares about the well-being of its audience, forging an emotional connection that transcends transactional relationships. It’s a testament to Initiative’s commitment to delivering impactful campaigns that resonate beyond traditional advertising, leaving a lasting impression on consumers and elevating Centuary Mattresses’ brand stature in the market.”

  • Crafted by VML India

    Vivo launches ‘Be the Pro’ Campaign

    Vivo, the smartphone brand, introduced its latest campaign, ‘Be the Pro’, for the all-new Vivo V30 Series. It is crafted by VML India.

    Commenting on the campaign, Geetaj Channana, Head Corporate Strategy, Vivo India, said:  “The idea is based on an interesting insight – who says everyday moments of life can’t be memorable. You can find delight in the daily, and surprises in the routine when you see it like a Pro. Vivo is committed to placing consumer orientation at the core. With our latest launch, we aim to empower users to elevate their everyday moments into Pro moments. Our collaboration with ZEISS reflects this commitment, allowing users to effortlessly capture portraits like a professional. The campaign film perfectly encapsulates our brand ethos of creating technology that brings joy to our consumers.”

    Added Sundeep Sehgal, Senior Vice President & ECD at VML, Delhi: “When you see magic in everyday life, find joy in every moment, and feel warmth in the ordinary, you make every day delightful, and you become a Pro. Our latest film celebrates the idea of ‘Be the Pro’ with an emotional story, showcasing how everyday moments become delightful and memorable.”

  • Over the next two years, Shah Rukh Khan will feature in digital, print, and TV campaigns for bp and Castrol, showcasing their wide range of products

    SRK joins Castrol India as official brand ambassador

    Castrol, BP Group’s lubricant brand, has got Shah Rukh Khan, as its brand ambassador. Over the next two years, Shah Rukh Khan will feature in digital, print, and TV campaigns for bp and Castrol, showcasing their wide range of products.

    Said Sashi Mukundan, President of BP India and Senior Vice President of the BP group: “The association with Shah Rukh Khan reflects our dedication to innovation and excellence in the automotive industry. This move embodies our shared values of performance, reliability, and sustainability. We are proud to be a part of this endeavour, as we shape the future of mobility together.”