MxMIndia

Category: MARKETING

  • Along with iProspect

    Dentsu launches campaign for Amdocs

    Dentsu, in partnership with Amdocs – a software and services provider, has launched the brand’s first-ever campaign in India. The campaign, ‘Live Amazing. Do Amazing.’, aims to showcase the work culture and opportunities that Amdocs offers to its employees and prospective candidates. The campaign is conceptualised and executed by Dentsu Creative India along with sibling iProspect.

    Speaking on the campaign, Gil Rosen, Chief Marketing Officer, Amdocs said: “As technology advances rapidly, so do the expectations of our workforce. Amdocs leads the way by offering more than just jobs; it provides platforms for employees to drive change and shape their futures, making an impact on the world with today’s most cutting-edge technologies. Through this innovative employer brand campaign, kicked off with the Raja Kumari video, we aim to showcase the dynamic work culture of Amdocs and celebrate our people.”

    Added Amit Murthy, Vice President, Dentsu Creative India: “In our business, briefs like this come once in a lifetime, allowing the agency to think creatively and uniquely. It is a great collaboration between two major companies in the world transcending borders. The high level of trust and independence we received was genuinely unparalleled, and I feel it is reflected in the ideas and work we have produced.”

    Said Jay Mehta, Associate Vice President, iProspect India: “To bring this theme to life, our strategy was based on three key pillars: captivating, engaging, and innovative. We crafted a media architecture intended to seize the audience’s attention through visually striking and immersive experiential platforms. Our aim was to create a holistic brand experience that reaches audiences across multiple touchpoints, igniting engagement and nurturing connections with the brand’s consumers.”

     

  • Has unveiled an ad film ahead of the Lok Sabha Elections

    BookMyShow partners with Election Commission for elections

    BookMyShow in association with the Election Commission of India, has unveiled an ad film ahead of the Lok Sabha Elections. Titled ‘Aaj Picture Nahi, Bigger Picture Dekho’, the campaign urges citizens to focus on the larger picture of nation-building by exercising their right to vote on their respective ‘Election Day’.

    Commenting on the campaign, Dolly Davda, Head – Marketing, BookMyShow, said: “With one of the world’s largest youth populations and as the largest voting pool, this election presents a monumental opportunity for every Indian to shape our collective future. At BookMyShow, our vision remains to focus on the bigger picture while moving towards a brighter and better tomorrow, together. Voting is undeniably integral to shaping our nation’s future and as a platform deeply ingrained in the entertainment ecosystem and therefore the youth, we wanted to leverage our resonance to urge young voters to exercise their right. Following a friendly yet hard-hitting tone, we’ve crafted the film to resonate with GenZs who are digital natives preferring snackable content, more socially conscious but also individualistic in their own ways. Our aim is to influence their perception of civic responsibility in a positive manner. We hope viewers understand the significant role of voting and spread awareness among fellow first-time voters.”

    Added Santosh Ajmera, IIS Director, SVEEP Election Commission of India: “Partnership and collaboration form the cornerstone of our voter awareness initiatives at the Election Commission of India. I firmly believe that nurturing informed and ethical electoral engagement is a collective duty shared by all stakeholders in our democracy. It’s good to see BookMyShow launching the ‘Picture Nahi, Bigger Picture Dekho’ campaign, reminding its audience of the profound significance of every single vote. I am confident that their campaign will serve as a catalyst, particularly among the youth and first-time voters, urging them to actively participate and exercise their democratic right.”

  • To target the younger workforce

    Lowe Lintas, Naukri collaborate for campaign

    Lowe Lintas has joined forces with Naukri.com to launch a campaign tailored specifically for the ambitious Gen Z workforce. The campaign aims to reinforce Naukri’s position as the preferred destination for young professionals, by showcasing and legitimising their ambitious behavior.

    Said Sumeet Singh, CMO, Info Edge (India) Limited: “Naukri has always championed the cause of India’s professionals. With this campaign, we are siding with the ambitious Gen-Z, who now make up most of the country’s workforce, and we’re teaming up with them for their career building.”

    Added Vasudha Mishra, Regional Creative Officer, Lowe Lintas: “When it comes to jobs, the young are not reticent. They know what they want, and they cannot be gaslighted into settling for less. Especially when they have as their ally, Naukri, one of the most iconic modern brands of India. Two spots, done with the signature irreverent style of the brand, done by our fabulously talented team at Lowe Lintas.”

  • To oversee a full-funnel media solutions for the brand

    Carat India bags integrated mandate for Meesho

    Carat India has bagged the integrated media mandate for Meesho, the e-commerce marketplace. The account will be serviced from the agency’s Bengaluru office.

    As per the mandate, Carat will oversee a comprehensive suite of integrated and full-funnel media solutions for the brand.

    Commenting on the win, Sanchayeeta Verma, CEO, Carat India said: “Partnering with Meesho is a game-changer, a chance to rewrite the e-commerce playbook for Bharat. Our strategy? A finely tuned team structure meticulously crafted to fuel Meesho’s ascent & growth. Moreover, our industry-leading tools will act as an added advantage to strategize, plan, implement, and measure across the full funnel. It is this unique combination that has enabled us to secure this remarkable and prestigious opportunity.”

    Added Anita Kotwani, CEO, Media, South Asia, Dentsu: “Welcoming Meesho aboard is a thrilling milestone, as we eagerly anticipate steering the company’s mission of democratizing internet commerce in India. Our proposal was more than just compelling; it was a holistic journey, spanning from branding and performance to data-driven analytics and an inventive media & content strategy. We’re confident that our collaboration will not only fuel Meesho’s long-term strategic growth but also drive our own evolution!”

  • Tata Motors, Tree Design, White River Media win

    Indian entries shine at Montreux

    Indian companies won four Golds and nine Finalists at the 35th Golden Award of Montreux Switzerland Festival held recently..

    The Tata Motors in-house agency won teo Golds, “Ramadan 2024” in the Category Creative Use of Media and “ Hero Stories from Bangladesh” won Gold in the Category Digital/ InteractiveTree Design won Gold for “Tata Tea Premium Independence Day Packs” in the Category of Design.White Rivers Media won Gold for “Daughters of Piplantri” in Corporate Film“ category.

    Indian companies won nine Finalist Certificates which is notable as Montreux does not award Silvers and Bronzes only Finalists. Tata Motors won three Finalist Certificates for “Tata Ultra FE+ South Africa Launch Campaign” in the Categories Creative Use of Media, Design and in Digital /Interactive. “Tata Motors Ramadan 2023” won a Finalist Certificate in the Category Digital / Interactive.

    Tree Design won finalists for Toblerone Tiny’s Special Edition Range” and “Tata Tea Premium  Independence Day Tea Table Book” in Design category while“ “The Greatest Entertainers” won a Finalist in Direct Marketing. White Rivers Media won a Finalist in Digita/Interactive.

    Musemakers won a Finalist for “Singapore Tourism Board AR Postcards” in Digital /Interactive BETC Paris was crowned Agency of the Year for 2024, and Havas won theemerging Network of the Year.

    Said veteran advertising professional and part of the fest’s internal jury Ajay Chandwani “Montreux Festival has now become one of India’s more sought after award festival along with Cannes, One Show and D&AD as we are seeing more participation and recognition for Indian work. The last few years has witnessed some great Indian work winning at Montreux Festival.”

  • The Cred-isation of Advertising. But not everyone gets it

    The Cred-isation of Advertising. But not everyone gets it

    Sanjeev KotnalaCred has evolved from its previous style of communication, which was often misunderstood but has been effective. Though forced, there has always been an attempt at being humorous and there is a storyline that delivers the message. Here is the recent ad, sharing the longer version of the Rajamouli ad. The other ads featured Illa Arun and Leander Paes.  The Cred way of advertising indeed has a history of consistency.

     

     

    Learning from Cred

    TheCcred way of advertising has a history of consistency. Remember Govinda  and other star auditions, the Goof for Great, Cred bounty and even something I just discovered and had not watched earlier- typical Cred- the claw  (is that really Cred?!).

     

    Meanwhile, many brands have learned from the Cred Institute of Advertising and are attempting to make advertising simple.

    Have a message.

    Maybe have a celebrity.

    Create communication that repeats what you want to say.

    Say it simply enough.

    In the name of creativity and humour – try a condescending tone.

    And most likely, there will be enough consumers who will try you out.

    If you have the budget, you can attempt multiple edits or celebrities. However, that is not an essential requirement.

     

    Make My Trip

    Have you seen the Real Hero campaign of Make My Trip, where celebrities are hinted at but don’t show their face? It is where Cred was ages back. I am surprised at the campaign- which keeps spraying bullet point statements from a PowerPoint presentation – and even has to point out that Make My Trip is the real hero. So they have their Moves Don’t Lie, Breathless, Steamy and  Bhidu Shakespeare- Jackie Shroff. Why, when you have such a great pair of Alia and Ranveer Singh doing a great job? Not that I liked their latest ad for first international travel. But every brand is allowed some goof-ups.

     

    HDFC PayZap

    HDFC is one of these advertisers that uses the Cred strategy of plain, iterative, repetitive, simplified, and no-storyline advertising. I must agree that Cred always had a storyline holding its creativity, and hence, the HDFC PayZap act with Virat for its payment platform is an innovation. However, one can cite the various restrictions one faces while using IPL association for advertising, and really making a good ad is sometimes difficult.

     

    MRF ZLX

    Talking of Virat, MRF, another brand endorsed by the celebrity, has recently made some friendly additions to the message, but it is still MRF ZLX or whatever that is supposed to meet.

     

    Many brands have believed that the punch line- an end dialogue that can be repeated sticks and makes the brand memorable. Well, the SBI ads are trying to do the same – ‘I will upgrade to Cred’ with ‘Janata hai uska Bank kaun hai’ almost like ‘Mera baap kaun hai’.

     

    Net-net 

    Now, before you get me wrong, the ads may be working, or the metrices must be showing them to be working. Maybe Cred-isation is the need of the hour in the shortened attention span and fragmented media reach. I am not sure, but I would love to know your point of view. However, I must say that the excitement, the humour, the smile and the aha moments are missing from these communications- maybe that is not what advertising is expected to do anymore.

  • To manage digital, creative, and performance marketing for the engine oil brand

    Experience Commerce bags mandate for Savsol

    Experience Commerce (EC), a digital agency within the Cheil Network, has won the digital mandate for Savsol, the engine oil brand of Savita Oil Technologies

    Said Sibasish Guha, Head of Digital Marketing at Savsol: “We’re thrilled to join forces with Experience Commerce to elevate our brand presence and engage our audience effectively. With a legacy spanning over five decades, preserving and advancing our heritage is paramount. Recognizing the rapid growth of the digital landscape, we’re committed to fortifying our online footprint across social media and e-commerce platforms. EC’s alignment with our values positions them as the ideal partner to help us achieve this goal and foster business growth.”

    Added Meera Ghare, Vice President and Business Head at Experience Commerce: “We are pleased to welcome Savsol to our brand portfolio. As our agency expands, we seek partnerships with brands that share our values and methodologies. Our extensive industry experience enables us to curate content and creative strategies tailored to resonate with the client’s target audience, ultimately aiding Savsol in building a robust digital community. We are grateful for Savsol’s trust in entrusting Experience Commerce with their digital responsibilities. With our team’s expertise, we are confident in surpassing client expectations.”

  • Fostering informed voting via Educational Comic Strips

    ABP News rolls out ‘Adarsh Voter’ campaign

    ABP News has unveiled the ‘Adarsh Voter’ campaign, a series of educational comic strips designed to promote informed voting and active citizenship. This initiative follows the network’s successful ‘Jeetna Aapka Zaroori Hai’ campaign, which urged Indians to exercise their constitutional right and make their voices heard in the ongoing 18th Lok Sabha Elections.

    Notes a communique: “The ‘Adarsh Voter’ comic strips aim to further empower citizens by highlighting the significance of voting, resisting misinformation, and seeking clarity amidst the chaos of electoral campaigns. Through engaging visuals and compelling narratives, these comics will guide viewers in navigating past sensationalism, promoting transparency, and grounding their voting decisions in factual realities.”

  • These include media strategy and planning & media investment

    Wavemaker retains mandate for Luminous

    Wavemaker India has successfully retained the integrated mandate for Luminous Power Technologies. Wavemaker has been entrusted with the brand’s traditional and digital media responsibilities since 2021. These include media strategy and planning, media investment, media activation, and content creation. Wavemaker’s Delhi office will continue to oversee the execution of all services for Luminuous Power Technologies.

    Said Neelima Burra, Chief Transformation Strategy and Marketing officer, Luminous Power Technologies: “Our association with Wavemaker has been since 2021 and it is an exciting time to extend this partnership. As a brand that gains massive consumer appeal and recall value in consumers’ minds, we need an agency partner that would further strengthen Luminous’ presence in offline and online mediums at all stages. Our partnership has helped us create that relevant engagement value and we look forward to further building the brand’s growth in the future as well.”

    Talking on the retention Ajay Gupte, CEO – South Asia, Wavemaker added: “Our partnership with Luminous has flourished over the past two years, and our continued collaboration is a testament to the remarkable results we have achieved together. We have successfully demonstrated exceptional capabilities in enhancing the brand’s image, and our joint efforts have yielded innovative media strategies and campaigns.”

  • To co-produce two films – an action comedy and romcom

    Lionsgate, Abundantia & Efar Films join forces

    Lionsgate, Efar Films and Abundantia Entertainment have come together to bring two movies. The first is an action – comedy motion picture, the other film is a romantic comedy. Scripting is underway for both projects.

    Said Rohit Jain, President of Lionsgate Play Asia: “We are delighted to collaborate with Abundantia Entertainment and EFAR Films on two exciting upcoming projects. The projects underscore our commitment to delivering innovative and culturally resonant films to audience world over, and we are thrilled to bring this to life for our audiences in India. This is a testament to the power of gripping storytelling and the creative vision of our partners.”

    Added Vikram Malhotra, Founder & CEO of Abundantia Entertainment: “At Abundantia Entertainment, we are committed to producing high-quality and engaging content that is uniquely Indian and resonates with audiences globally. The two upcoming films perfectly align with this vision. We are delighted to collaborate with Global Major Studio Lionsgate and with EFAR Films to bring these stories to life in India.”

    Said Kavita Sharma Gandhi, Founder & CEO of Efar Films: “We are delighted to be part of this exciting development alongside Lionsgate and Abundantia Entertainment. Our aim is to tell stories that are rooted in Indian ethos and culture with a universal appeal. We look forward to working together to create a memorable cinematic experience through these creative projects and this unique partnership.”

  • The ad has been produced in collaboration with Crayons

    APL Apollo’s TVC with Akshay Kumar

    APL Apollo Steel Tubes Ltd has launched a new TVC featuring actor Akshay Kumar. The 60-second ad has been produced in collaboration with Crayons.

    Said Sanjay Gupta, Chairman & Managing Director, APL Apollo Tubes Limited said: “At APL Apollo, we are committed to innovation and delivering products of the highest quality. Our collaboration with Akshay Kumar for the Roof Tuff TVC exemplifies our dedication to excellence and toughness, ensuring that our customers receive only the best. We are happy to launch this promo as we aim to promote this product in as many industries as possible.”

    Added Charu Malhotra, Chief Brand Officer & Group Head Marketing, APL Apollo Tubes Ltd: “The launch of our new TVC with Akshay Kumar underscores our relentless pursuit of finding new and impactful ways to connect with our audience. Through this engaging narrative, we aim to highlight the durability and reliability of APL Apollo’s Roof Tuff, setting new benchmarks for toughness and performance in the industry. We aim to extensively promote the campaign with a comprehensive integrated marketing strategy including TV/Radio/Cinema & Digital.

     

  • Aims to further consolidate its position

    Ashar unveils new campaign

    Ashar Group, real estate developers in the Mumbai Metropolitan Region (MMR), has unveiled its brand campaign, ‘Promises Delivered’, reiterating the developers’ mission.

    Said Ayushi Ashar, Director at Ashar Group: “Our journey has been guided by the belief that every promise made is an assurance to turning dreams into reality. We are one of the only real estate developers in MMR with 0 RERA complaints, and with ‘Promises Delivered’, we aim to showcase our steadfast dedication to delivering on our commitments, upholding our core values, and enriching lives through exceptional spaces.”