MxMIndia

Category: MARKETING

  • With team partnerships valuing around INR 300 cr

    Rise Worldwide dominates IPL 2024 sponsorship

    Rise Worldwide, the sports and event management company, has facilitated multiple marquee deals for the ongoing season of the Indian Premier League (IPL), a communique from the firm has claimed. It has closed team partnerships worth around INR 300 cr which includes five front-of-jersey deals, capturing an impressive 50% of the coveted inventory for IPL 2024. It has secured over 50 brand partnerships ahead of this season.

    Among these significant partnerships, Dream11 has joined forces with Sunrisers Hyderabad, Gujarat Titans, Punjab Kings, and Kolkata Knight Riders, while Luminous has taken the spotlight as the front-of-jersey partner for Rajasthan Royals.

    Said Nikhil Bardia, Head of Rise Worldwide: “This IPL season has reaffirmed our status as the preferred partner in the Indian Premier League ecosystem. Overall, we have locked over 50 agreements as of now across our various partner teams. We have witnessed an increase of 20 percent in the team sponsorship deals.”

  • To handle marquee brands, including Figaro Olive Oil, Bertolli Olive Oil

    Digitas India wins digital creative mandate of Deoleo Olive oil

    Digitas India, a connected marketing agency within the Publicis Groupe, has won the digital creative mandate of Deoleo India Pvt Ltd., the global leader in olive oil with esteemed brands such as Figaro and Bertolli.

    This collaboration entrusts Digitas India with the creative and social media responsibilities for Deoleo’s marquee products, including Figaro Olive Oil, Bertolli Olive Oil and Figaro baby range. The objective is to transform these classic brands through cutting-edge digital narratives and enhanced consumer engagement. Digitas India will also help the brands to venture into new markets while reinforcing the allegiance of existing clientele and heightening awareness about olive oil consumption.

    Sonia Khurana
    Sonia Khurana

    Sharing her enthusiasm on the partnership, Sonia Khurana, Chief Operating Officer (COO), Digitas India, said: “We are excited about our partnership with Deoleo. Building a brand on social media takes a deep understanding of the platforms, how the audiences interact with the content on these platforms and an appreciation of the brand & category. We hope to bring the best of all these to make Figaro and Bertolli a success on social media.”

    Satarupa Majumdar
    Satarupa Majumdar

    Added Satarupa Majumdar, Marketing Director – India and Middle East, Deoleo: “Collaborating with Digitas India represents a significant step in our strategy to connect more deeply with our consumers leveraging social media. Their creative ideas align entirely with our brand ethos, and we are confident that this partnership will help us tell our story in more convincing and significant ways to our audience.”

    This partnership heralds the launch of a series of innovative campaigns designed to showcase the distinct attributes of Deoleo’s products while engaging a wider audience through creative and interactive social media marketing initiatives.

  • Stars brand ambassador Kriti Sanon and introduces Babil Khan

    Motorola unveils new TVC

    Motorola has launched a television commercial starring brand ambassador Kriti Sanon along with Babil Khan for the upcoming launch of the Motorola Edge50 Pro.

    Said Shivam Ranjan, Head of Marketing, APAC, Motorola, said: “The Motorola Edge50 Pro stands for the perfect fusion of intelligence (AI) and art. In order to bring this concept to live in our TVC, Kriti Sanon was undoubtedly the perfect fit to personify ‘Art’ that Motorola Edge50 Pro brings to life with its design, premium finish and the world’s first true colour display and camera. However, the Motorola Edge50 Pro also brings an AI revolution with segment first AI features. This is where we found the perfect fit in Babil Khan who beautifully personified the Moto AI, enabling us to explain the advanced AI features with ease…”

    Added Janmenjoy Mohanty- Chief Creative Officer, Dentsu Creative: “When Motorola asked us to pair intelligence with art, we decided to create a unique pairing that could bring alive this concept. Kriti and Babil take us on a trip to an AI-wonderland and allow us to discover this super-immersive phone and all that we can do with it – which is nothing short of magic!”

  • Highlights the capabilities of RuPay BOBCARD on the UPI platform

    Bobcard launches campaign to showcase integration with UPI

    Bobcard Limited (formerly known as BOB Financial Solutions Limited), a leading subsidiary of Bank of Baroda, unveils #AurKyaChahiye campaign, showcasing the smooth integration of RuPay Bobcard with UPI.

    The campaign aims to raise awareness among consumers about the capabilities of RuPay BOBCARD on the UPI platform, enabling users to access their credit cards with unprecedented ease. Through a humorous yet relatable narrative featuring an auto-rickshaw driver and a passenger, the campaign illustrates the benefits of linking credit cards to UPI, emphasizing convenience and innovation in digital payments.

    Ravindra Rai M, Deputy Managing Director of BOBCARD Limited, said: “In recent years, UPI payments have experienced significant growth, yet credit card users have been deprived of the advantages of UPI transactions. The recent integration of RuPay credit cards onto the UPI platform by RBI and NPCI has effectively filled this void. BOBCARD stands out as an early adopter of this regulatory initiative, ensuring our customers never worry about running out of funds, even for small day-to-day transactions, with unparalleled ease and speed.”

    Added Sunil Gangras, Head of Creative Services, Liqvd Asia: “In our journey of transformation, we wanted every experience with BOBCARD to be reimagined like never before. The ability to scan and pay through UPI with your RuPay BOBCARD is one such step to forge meaningful connections with our audience and stay ahead of the curve. So, it was a strategic move to communicate about this revolutionary feature in the modern Indian banking system, in the language that most Indians emotionally associate with – Bollywood. We reimagined and recreated some iconic scenes from the B-Town to drive ‘Top of the mind’ recall and reaffirm our commitment to stay relevant.”

  • To boost the brand’s digital footprint with cutting-edge AI strategies

    Pink Lemonade forges partnership with Polar Bear ice Creams

    Pink Lemonade, a Bangalore-based brand and marketing agency, gets Polar Bear Ice Creams as their clientele.

    Tina Garg, CEO of Pink Lemonade, said: “Joining forces with Polar Bear Ice Creams is a significant achievement for us. It’s a testament to our team’s ability to innovate and push the boundaries of what’s possible in digital marketing. We’re excited to bring our AI expertise in strategic storytelling and creative content creation to the table, enhancing Polar Bear’s footprint in the digital space.”

    Reflecting on the collaboration, Prashant Prakash, Vice President – Sales & Operations of Polar Bear Ice Creams added: “Our goals were clear from the very beginning – to strengthen our digital presence on Instagram,  bring life to our feed with vibrant visuals, and engage our audience with creative, shareable content. We wanted to increase our followers, but more than that cultivate a community of loyal and engaged Polar Bear enthusiasts.”

  • Collaborates with Onads Communications

    Onida launches summer campaign for ACs

    Onida, home appliances brand, has launched its summer campaign for 2024, Thande Dimaag ki Soch, conceptualized by Onads Communications.

    Said Nitin Navalkar, Head of Marketing, Onida: ‘While most Air Conditioner campaigns portray the physical discomfort of the summer heat, we were looking to communicate something different. Onads had an idea which really resonated. Back when electronic brands were chasing celebrity endorsements, Onida had its own celebrity in the Devil that could be owned by the brand for many years to come. This visionary approach led to the birth of the iconic Onida Devil in 1984. Recognizing the enduring power of this established property, we opted to revitalize it.”

    Jignesh Maniar, Founder, Onads Communications added: “Onida is a brand with a rich legacy and we believe humour can work wonderfully in this category. Since this is the season of cricket mania, we created a story keeping the flavour of the season in mind. We wanted to revitalize their iconic Devil and use him as the connection between the story and the product.”

    Vivek Saran, President – COO – Sales & Consumer Business said, “Keeping the Indian summer conditions in mind we have introduced a wide range of Air Conditioners to cater to the Tropical regions of India where temperatures soar to maximum humidity conditions. Onida’s tropical Heavy-Duty Inverter ACs offer a perfect blend of Powerful Cooling, Energy Efficiency, Durability and Advanced Features. With a rapid growth in AC sales in the last 2 quarters, we are targeting a 40% increase in AC sales turnover.”

  • The creative duties of the brand will be handled by the agency’s Mumbai office

    Scarecrow M&C Saatchi adds Gopal Snacks to its FMCG Clientele

    Scarecrow M&C Saatchi adds Gopal Snacks to its FMCG Clientele. The full service creative duties of the brand will be handled by the agency’s Mumbai office.

    Since its inception 14 years ago, Scarecrow has managed over 150+ brands, representing a diverse range of businesses. Being a full service agency it caters to some of India’s biggest brands and conglomerates like Reliance, Viacom, Zee, BJP and Sony Network handling their flagship brands like Reliance Jewels, Nickelodeon, Zee Zest, and Sony Sports Network to name a few.

    Manish Bhatt, Founder Director, Scarecrow M&C Saatchi said, “Gujarat is a goldmine of entrepreneurship and breeding ground for great brands. Success story of a visionary family with first generation & second generation entrepreneurs is fascinating as other such business families from Gujarat. At Scarecrow, we have worked for such great brands that emerged from Gujarat like Reliance, Wagh Bakri, Rasna, Varuna Pumps, Vasu Healthcare and more, and walked along on a growth journey with some. Gopal Snacks is one such brand – Not just Scarecrow but I am personally also looking forward to contribute in its growth journey. Fingers crossed.”

    Commenting on a partnership, Raj Hadvani, Wholetime Director & CEO, Gopal Snack Limited added: “In the highly competitive and impulse buying snacking category, we believe that Gopal Snacks has the potential to cater every consumer across India and globe with our unique taste and quality. We are glad to have Scarecrow M&C Saatchi onboard as our strategic and creative partner. Their competency in understanding brand, contemporary strategising and storytelling makes them perfect growth partners.”

  • Showcases the range of energy solutions including solar-based products

    Kohli is brand ambassador for Amaze power tech brand

    Amaze, the energy solutions brand, launched a new brand campaign Hamesha #ReadyToPerform featuring Virat Kohli. The campaign showcased its widest range of inverters, batteries, and solar products.

    Speaking on the occasion, Preeti Bajaj, CEO and MD, said: “Amaze has established itself as a trustworthy brand in India by providing high-quality and energy-efficient energy solutions. The retail and energy sectors are currently experiencing a new wave of growth in the new emerging Bharat, due to rising urbanization and an increase in the purchasing power of consumers. With a strategic focus on innovation, and expansion, along with a solar approach, Amaze is poised to make a significant impact on the energy landscape in India, and our target is to triple our growth and customer touchpoints in the next 3 years. We intend to continue powering the dreams and aspirations of emerging India with an uninterrupted and independent power supply.”

    Added Neelima Burra, Chief Strategy, Transformation and Marketing Officer: “The Hamesha #ReadyToPerform campaign exemplifies Amaze’s commitment to empowering consumers to excel in every aspect of their lives. The film is based on consumer insight inspiring middle India to break boundaries and chase dreams without the hassle of power cuts. We believe middle India is rising because they don’t want to be seen left behind in a rapidly changing world and they prepare themselves for everyday challenges relentlessly.”

    Said Anusha Shetty Chairperson and Group CEO, Grey: “Thanks to digital democratisation, a new wave of Indians are shaping the country. Indians who think no dream is unrealistic. Indians who think it’s not where you come from but where you’re headed those counts. Amaze believes in fuelling their aspirations with uninterrupted power.”

  • To foster responsible marketing communications

    Ants Digital unveils a social media campaign

    Ants Digital, a fully integrated marketing communications agency, has launched a campaign #TheLinesWeDraw to establish awareness around responsible communication.

    Speaking on the importance of responsible marketing communications, Sanjay Arora, CEO, Ants Digital, said: “Keeping communication ethical should be the bedrock of all campaigns. As agencies we have a very important role to play and there is a very thin line between what is right and acceptable and what is not. It is the responsibility of agencies to counsel clients and avoid communication that crosses the line. Through this campaign we wanted to create an awareness and send a strong message to the industry to responsibly use communication for their brands. Sharing this message through our social media handles, we are sure it will bring some positive change in the industry.”

  • Leisure & hospitality properties – Xandari Resorts & Spa

    Bachchan promotes Muthoot Group

    The Muthoot Group has launched its latest marketing campaign featuring actor Amitabh Bachchan, advocating its leisure and hospitality properties, Xandari Resorts & Spa.

    Said George M George, Managing Director, Xandari Resorts & Spa said: “We are excited to feature Mr Amitabh Bachchan in The Muthoot Group’s new film because it brilliantly showcases our Xandari Resorts and captivates our audience with sustainable and luxury hospitality. Consumers today seek out holiday experiences that transcend the ordinary and we are dedicated to provide each of our guests with experiences and memories that last a lifetime. At Xandari, we also want to pioneer a sustainable chapter in tourism, by upholding our core principles – community, conservation and collaboration. The idea was to capture the essence of responsible tourism with Xandari’s unparalleled fusion of luxury and a unique farm to table experience. I also feel that Mr. Bachchan’s presence has elevated the Xandari brand to a whole new level and I am sure this content will get us tremendous interest worldover. At Xandari Resorts & Spa, we invite travelers to immerse themselves in the beauty of nature while indulging in world-class hospitality.”

    Added Abhinav Iyer, Senior General Manager – Marketing at The Muthoot Group: “Mr Bachchan has been The Muthoot Group’s brand ambassador for many years now and with a legend like him, we have been keen to create tailor-made content for our leisure & hospitality division for quite some time now. Xandari Resorts is a jewel in the Group’s crown and hence with this film, we have attempted to create a strong desire for Xandari Resorts leveraging a cinematic approach. We plan to promote this film widely across digital and other mainstream mediums in addition to national & international events, exhibitions and travel & tourism meets.”

  • Aims to strengthen its brand

    Saif-Kareena roped in as brand ambassadors for Trevoc Realty

    Trevoc, the luxury real estate builders and construction company in Gurugram, has roped in Saif Ali Khan and Kareena Kapoor Khan as its brand ambassadors.

    Said Gurpal Singh Chawla, Managing Director, Trevoc, expressing his enthusiasm about this collaboration: “We are thrilled to welcome Saif Ali Khan and Kareena Kapoor Khan to the TREVOC family. Their iconic status and shared values resonate deeply with our brand ethos of blending legacy with luxury. With their association, we aim to elevate the living experience and continue our legacy of excellence in the real estate domain.”

  • For its safe sun UltraRx Sunscreen Serum SPF 60++++

    Lotus Herbals unveils campaign for new sunscreen serum

    Lotus Herbals, the beauty care company, has unveiled a new digital campaign for its latest brand Lotus Herbals Safe Sun UltraRx Sunscreen Serum SPF60++++.

    Elaborating on the launch of the new Sunscreen, Nitin Passi, Chairman and Managing Director, Lotus Herbals, said: “At Lotus Herbals we strive to introduce cutting-edge products in the Sun protection category for our discerning consumers. We are excited about our latest innovation, Lotus Safe Sun UltraRx SPF60++++, a unique water-based sunscreen serum. Our new campaign targets a younger audience and highlights the modern women’s high expectations. We are confident that this amazing sunscreen will tick all the boxes for our demanding consumers.”