MxMIndia

Category: MARKETING

  • Featuring a series of videos and reels featuring WPL cricketers

    Santoor by Wipro & Interactive Avenues launch campaign

    Santoor, the flagship brand of Wipro Consumer Care & Lighting, has launched its campaign “Young Soch Diaries,” celebrating the limitless spirit of modern women in association with their digital agency, Interactive Avenues, and JioCinema.

    https://www.jiocinema.com/sports/cricket/young-soch-diaries-ft-harmanpreet/3928339

    Said S Prasanna Rai, Chief Marketing Officer & Head – Ecommerce Business, Wipro Consumer Care and Lighting: “The spirit of today’s women cricketers, their accomplishments, resilience, the way they challenge stereotypes and pursue their dreams without limitations is what resonates with Santoor’s philosophy of, ‘Skin ho ya soch, always stay young’. We hope that the campaign inspires women to embrace their unique identity and explore their limitless potential.”

    Added Aparna Tadikonda, EVP – South, Interactive Avenues: “By spotlighting our women cricketers’ journeys, we wanted to help Santoor position itself as a forward-thinking, inclusive brand that celebrates the fusion of strength and beauty. We’re thrilled with the positive response #YoungSoch is receiving across social media.”

  • For an initiative named ‘One Nation 100% Nutrition’

    Supradyn & NDTV initiate campaign against micronutrient deficiency

    Supradyn, from Bayer’s Consumer Health Division, has joined forces with NDTV, for an initiative named ‘One Nation 100% Nutrition’.

    Sandeep Verma
    Sandeep Verma

    Said Sandeep Verma, Country Head, India, Bayer Consumer Health Division: “We are thrilled to embark on this journey and bring attention to the critical issue of micronutrient deficiency. The #SupradynHealthPledge is not just a campaign; it’s a movement towards better health and vitality for everyone. We believe that by encouraging people to adopt a holistic approach to nutrition, we can contribute towards moving every single Indian towards the goal of 100% nutrition.”

    Added Dr Ishi Khosla, Founder and Clinical Nutritionist, Centre for Dietary Counselling: “In India, 50 to 60% of women and children suffer from anemia, often linked to micronutrient deficiencies and inflammation—a starting point for many diseases. A key solution lies in a good diet, essential for overall health. Mental well-being is also vital, as it contributes to a healthy gut. A straightforward strategy involves simple lifestyle changes and necessary supplements to address these health issues.”

    Said Gaurav Dewani, Head – Special Projects, NDTV: “We at NDTV are proud to partner with Supradyn, a pioneering force in addressing the critical issue of micronutrient deficiency. Together, we are committed to bridging the gap in nutrition accessibility, ensuring individuals receive up to 100% of their required micronutrients. Through this collaboration, we aim to empower our viewers with the knowledge and resources necessary to lead healthier, more vibrant lives. Our shared dedication to holistic well-being underscores our mission to make a meaningful impact on India’s health and nutrition landscape.”

  • To honour essence of National Fragrance Day

    PourHome launches campaign

    PourHome, a fragrance and air care space brand, has launched a new campaign titled #ScentfulSpring.

    Speaking about the launch of the campaign, Nitin Ghuliani, Brand Manager, at PourHome said: “Get ready to dive into our #ScentfulSpring campaign, where we’re all about bringing the magic of springtime scents straight to your doorstep. I couldn’t be more excited to share this aromatic adventure with you. Let’s swap out those winter blues for the fresh, uplifting fragrances of spring! Here’s to filling your home with love, laughter, and of course, the sweet smell of success while embracing National Fragrance Day!”

  • Will feature in multi-channel campaigns and marketing initiatives

    Varun Dhawan to promote Envy fragrances brand

    Envy, fragrance brands, ropes in Varun Dhawan as its brand ambassador.

    Through this strategic move, Envy intends to bolster its brand promotion initiatives. As a part of this association, Varun Dhawan will feature in the brand’s upcoming multi-channel campaigns and marketing initiatives, including TVCs and social media campaigns.

    Said Saurabh Gupta, MD, Hamilton Sciences: “At Envy, we believe fragrances can impact positively on one’s confidence leaving others envious. Varun Dhawan is a perfect fit for our brand as our products appeal to the youth, and who better than Varun to represent today’s youth and their attitude. His energy, ambition, and unwavering confidence perfectly align with our brand values. The script demanded someone with a good sense of humor and vitality, and Varun effortlessly brings dynamism and energy to the brand. We are confident that this association will be a game-changer, propelling Envy to new heights.”

  • Positions it as the ultimate solution for big screen entertainment

    Airtel launches campaign for Xstream Fiber

    Bharti Airtel has announced the launch of a high decibel 360° campaign for Airtel Xstream Fiber.  It has been produced in collaboration with ad agency Fundamental.

    Note a communique: “The campaign features characters from popular entertainment shows burst onto the scene, symbolising the plethora of entertainment choices available through Airtel Xstream Fiber. Accompanied by a catchy soundtrack celebrating diverse shows and genres, the campaign highlights the seamless integration of leading OTT platforms and TV channels accessible through Airtel Xstream Fiber. This campaign unveils a nuanced approach to capture all the touchpoints of entertainment for the users. It integrates seamlessly with the pattern of how the current user consumes entertainment.”

  • To create awareness and drive top-of-the-mind-recall for the brand

    Mirum India bags digital mandate for Ibis Hotels

    Mirum India, a VML company, has won the digital mandate for Ibis Hotels, a brand under the Accor group. Under this mandate, Mirum India will be the digital and social media agency of record (AOR) for ibis Hotels.

    Ibis Hotels, known for its modern, comfortable, and well-designed rooms, caters to both business and leisure travellers. The brand now aims to strengthen its position in the market by reaching out to its audience more effectively through digital channels. With a focus on building a community for the brand on the digital front, Mirum India will play a strategic role in creating awareness and driving top-of-the-mind-recall for the brand.

    Commenting on the partnership, Animesh Kumar, Commercial head – ibis & ibis Styles India, said: “The partnership with Mirum India, marks a strategic move for ibis Hotels in our journey to reinforce our digital presence and connect more deeply with our audience. As we embark on this journey, we’re committed to leveraging innovative digital strategies not only to amplify our presence but also to cultivate a vibrant digital community. Together with Mirum India, we aim to create immersive experiences that resonate with our guests, fostering lasting connections, and enhancing the essence of ibis Hotels.”

    Mihir Karkare, Managing Director, Mirum India, added: “If we look at the recent stats, domestic tourism is expected to bounce back to the pre-pandemic levels by 2024–25, with foreign tourist arrivals increasing by 435% over the next three years. With the opportunity that it presents for the Indian tourism sector, I believe this partnership couldn’t have happened at a better time. The team is fueled with determination to elevate ibis Hotels’ digital presence to even greater heights. Together, we’re set to create a captivating digital landscape that will enable ibis Hotels to foster deeper connections with its audience and build brand loyalty.”

  • Stars Akshay Kumar

    Lowe Lintas creates brand film for Dollar Bigboss

    Dollar Industries Limited, manufacturers of hosiery  and innerwear apparels, rolls out a new brand film starring Akshay Kumar. The film conceptualised by Lowe Lintas Kolkata.

    Said Mr Vinod Kumar Gupta, Managing Director, Dollar Industries Limited: “We have enhanced the Bigboss range to include not only innerwear but also athleisure, gym-wear, and casuals for men. Through our enduring decade-long partnership with our brand ambassador, superstar Mr Akshay Kumar, our brand has experienced substantial growth.”

    Commenting on the campaign, Mohit Pasricha, Unit Creative Director, Lowe Lintas said: “Quite frankly, being punctual isn’t something that should be even up for debate. Unfortunately, being late has become the usual norm. However, come to think about it, and we will realise that the people who should be the most ‘busy’, are in fact very particular about time. The same holds true for Akshay. Despite being such a busy superstar, Akshay is a real stickler for punctuality. So, when we conceived the new commercial, we decided to stitch Akshay’s life values with riveting water-sport action so that in the end, it is not just relatable to the audience but also makes for an entertaining watch.”

  • To elevate social presence

    Admatazz bags mandate for Boss Appliances

    Admatazz, a Mumbai-based digital agency that uses creative, media, and technology to solve marketing problems, has bagged the integrated social media and search engine optimization (SEO) marketing mandate of Boss Appliances.

    As part of the mandate, Admatazz will handle the creative communications of the brand across social media platforms like Facebook, Instagram, and LinkedIn to elevate social presence along with boosting organic traffic.

    Speaking on the account win, Yash Chandiramani, Founder and Chief Strategist at Admatazz, said: “We are glad to add Boss Appliances to our roster. As we grow as a company, we look to partner with brands who believe in our methods and approach, and we are glad Boss Appliances entrusted their digital presence duties to us. Our key aim is to strengthen the brand’s digital presence by curating interesting content that can be made in this category and increasing the brand’s reach and audience engagement.”

    Vidhi Gala, Director of Marketing at Boss Appliances added: “As a brand that has been present for over four decades, we have always moved forward with the times, and as we see the digital and social media space grow rapidly and consumers become more active, we realise the need to strengthen our online presence. With Admatazz, we are glad to find like-minded agency partners who are enthusiastic and excited to build our brand as we do. We look forward to our association with them.”

  • To empower women to confront gender taboos

    Sirona Hygiene launches campaign

    Sirona Hygiene, a brand focusing on women’s menstrual health and intimate hygiene, ignited a  campaign aimed at smashing societal taboos and stereotypes surrounding women.

    A symbolic wall adorned with phrases like “Must be a girl driver,” “Periods are dirty,” “Women cannot enter the kitchen during periods,” “Women should have kids before 30” and other taboos were featured at the event. Plates, cups, and jugs made of terracotta were also inscribed with similar taboo phrases.

    Speaking about the campaign, Anika Wadhera, Head of Marketing at Sirona, said: “Our initiative to break taboos is about empowering women to reject stereotypes and embrace their true potential.” The event received overwhelming interest and involvement, with attendees expressing appreciation for the opportunity to speak out against deeply rooted social norms and share their experiences of shattering taboos.”

  • Partners with top comedians like Kapil Sharma and digital stars

    Sprite returns with ‘Joke in a Bottle’ campaign

    Sprite, the refreshing, lime-flavoured soft drink from the Coca-Cola Company, is back with ‘Joke in a Bottle’, following the success of its inaugural season. Strengthening its renowned ‘Scan Karo, Joke Suno, Thand Rakho! campaign from last year, the brand is set to become the ultimate heat hack for this season, delivering a fresh wave of comedic content. With a simple scan of a bottle, youngsters can unravel jokes across 9+ regional languages across their most relatable topics such as exams, college, relationships, food and much more.

    To spearhead the campaign, they’ve collaborated with three pairs tied by their love for comedy. For the nationwide commercial we will see Kapil Sharma, together with Suryakumar Yadav who is known for his quick-wit in the Indian cricket Team. Following this, the Bengali commercial will feature superstar Dev Adhikari and Comedian Niranjan Mondal, and the Oriya commercial will feature actor Sabyasachi Mishra and comedian Biswa Kalyan Rath.

    Commenting on the new campaign, Tish Condeno, Senior category director, sparkling flavours, Coca Cola India and South-West Asia, said: “We are thrilled to bring back Sprite’s Joke in a Bottle campaign, following the outstanding response from last year. Our goal remains unchanged: to infuse our consumers’ lives with happiness, delivering genuine and relatable content that resonates with our brand ethos. Sprite is dedicated to offering an unmatched, delightful experience, and we are eagerly looking forward to spreading joy and laughter with everyone!”

    Ritu Sharda, Chief Creative Office, Ogilvy India (North): “Sprite Joke in A Bottle, now running in its second year, not only has regional jokes, but the campaign is regional too. Real comedians have joined forces with popular personalities to keep the heat down and laughter up. The campaign features stars like Kapil Sharma and SKY for the north market, Dev and Niranjan for the Bengali market and Sabyasachi and Biswa for Oriya. The campaign will surely tickle you in the language you love and strengthen the brand’s promise of ‘Thand Rakh’.

  • To support the company's India's journey of growth in the region

    PHD India wins Oppo mandate

    Oppo smartphone and accessories has appointed PHD India to lead its integrated media mandate, following a competitive multi-agency pitch.

    Said PHD India CEO, Monaz Todywalla: “We are thrilled to embark on this journey of growth with our new partner, OPPO. The brand is an innovator in its space and with PHD’s deep expertise in media, consumer strategies and advanced thinking – ‘Intelligence. Connected.’ – that combines data, technology, and human expertise collaboratively, we look forward to building a stronger affinity for Oppo India.”

  • Launches AI-powered fun-filled #FansWaliHoli

    Colors launch third collab with Imperial Blue

    Viacom18’s flagship Hindi entertainment channel Colors launched a campaign to launch its third collaboration with Seagram’s Imperial Blue Packaged Drinking Water and Wavemaker India for its #FansWaliHoli campaign, powered by generative AI technology. This initiative delivers a personalised and interactive Holi experience for the fans, unprecedented in its scope.

    Said Vivek Mohan Sharma – Head, Branded Content, Viacom18: “We are constantly striving to push boundaries and explore innovative ways to connect brands with audiences. Building on Viacom18’s vision of adopting technology every step of the way, we are approaching content marketing through the lens of technology as well. By leveraging generative AI, we have created a fun and interactive experience for fans to celebrate Holi with their favourite Colors stars, while seamlessly integrating the Seagram’s Imperial Blue Packaged Drinking Water brand message. This campaign is a perfect example of how we are marrying content solutions with cutting-edge tech to deliver a holistic brand and content experience.”

    Added Ishwindar Singh, Pernod Ricard India: “Seagram’s Imperial Blue packaged drinking water stands for embracing life with a smile and Holi, the festival of colours, is the perfect occasion to showcase our brand’s commitment to inspiring smiles and light-hearted moments. Partnering with Wavemaker and Viacom18 has allowed us to merge technology with celebrations to amplify the consumer experience through developing engaging campaign around key festivals like Holi.”

    Said Shekhar Banerjee at Wavemaker India: “At Wavemaker we are extremely proud to partner with our client Pernod Ricard India and brand Imperial Blue packaged Drinking Water to have continuously deliver on engaging innovatively with our consumers. Holi wishes delivered through an AI led campaign which puts you in the same frame with your favourite celebrity and recreates a beautiful poster which can be shared on social, go up as a poster in your room, be your wallpaper or give you bragging rights within your circle, is simply magical.”