MxMIndia

Category: MARKETING

  • Ogilvy South creates the TVC

    Alia Bhatt stars in Titan Raga campaign

    Titan Raga timepieces has announced the launch of its latest campaign, ‘Beautiful Together’.

    Said Aparna Ravi, Marketing Head, Titan Watches: “Raga as a brand has consistently been driving deep and meaningful narratives about women. ‘Beautiful Together’ is our conscious effort to recognize a bond that’s often overlooked – the incredible strength and support women find in each other. We are thrilled to have Alia Bhatt on board, who perfectly epitomizes the spirit of sisterhood. We believe this campaign will resonate with our audience and inspire them to celebrate the amazing women in their lives.”

    Added Tithi Ghosh, President and Head of Office, Ogilvy South: “Titan Raga has always fronted conversations that genuinely speak to women. Raga watches are designed to evoke beauty and femininity and these are pillars of all our Raga campaigns. Today femininity is evolving from being about individual choices to a collective hurrah. Women feel fulfilment and joy in celebrating each other not just for the big wins but also for the little things that earlier would not be noticed. This beautiful spirit of sisterhood is captured in our new campaign in which we see how the tiniest of moments can also become uplifting when women simply come together.  We have deliberately chosen instances that are highly relatable like lending a helping hand in making wardrobe choices to paying a compliment to another woman in a trial room. The brand platform Beautiful Together resonated with our brand ambassador Alia Bhatt, known for her tightly knit circle of girlfriends and the infectious positivity they collectively generate. The essence of sisterhood she herself embodies made her the ideal candidate to advocate this heartwarming message.”

  • Spotlights the importance of different oils for diverse households

    BN Group unveils new campaign for Nutrica cooking oil

    BN Group, the edible oil manufacturing company, has unveiled a campaign #JaisaGharWaisaCookingOil for its newly launched retail brand – Nutrica. Conceptualized and developed by Gozoop Group, the campaign consists of six commercials (TVCs), OOH, print, in-shop and other digital assets.

    Kiran Giradkar
    Kiran Giradkar

    Sharing his insights into the campaign, Kiran Giradkar, Chief Marketing Officer, BN Group said: “Nutrica is a lifestyle brand that recognizes and honors the individuality of your family’s health and wellness needs. With our #JaisaGharWaisaCookingOil campaign, we’re attempting to question the status quo and bring some excitement in the otherwise very serious category. The communication developed by GOZOOP Group breaks the mold and infuses fun to cut through the clutter. We intentionally stayed away from showing those done-to-death visual cues like a kitchen set up, pouring of oil and those dinner table smiles. We hope our communication will travel seamlessly to make a healthier lifestyle a matter of pride for every household.”

    Mohit Ahuja
    Mohit Ahuja

    Added Mohit Ahuja, President, Gozoop Group: “Here we had a range of oils, all with specific benefits. Rather than just highlight these benefits, we thought it would be nice if a distinct need for each can be shown through examples of human behavior. The creative team has done that beautifully. The humorous tonality of the thematic ads further #BreaksTheBox in the category.”

  • Conceptualised by Wondrlab

    Kapil Sharma and team promote Navratna Oil in new campaign

    Navratna Oil has joined hands with Kapil Sharma for its new campaign this summer.

    Conceptualised by Wondrlab, the series involves Kapil offering a solution in his signature style as Sumona Chakravarti, Kiku Sharda and Gaurav Gera deal with problems caused by everyday chaos.

    Talking about the films, Kaushik Vedula, AVP – Marketing, of Emami Ltd. said: “This year we wanted to break the mould. As a market leader in this segment, we have always had brave campaigns that redefine benchmarks. With the growing market, and brands finding new ways to be relevant, we decided to take the plunge into the wild. For a mass brand like Navratna, taking a step towards branded content opens up new avenues to reach and connect with our target audience. I am truly excited for this campaign and confident that it will significantly enhance our market presence.”

    Added Amit Akali, CCO and co-founder of Wondrlab: “The idea for the campaign came from Navratna’s history of entertaining the viewers with their ads. So, we decided to go all out. And who better than India’s Comedy Superstar to headline the campaign? We even got Kapil’s writers on board and worked with them to make sure the essence of Kapil Sharma shines through. And the result was better than we imagined. Of course, the credit goes to Kapil, Kiku, Sumona and Gaurav too for bringing alive the characters with their charm and improvisations on set.”

  • Signs up Mahendra Singh Dhoni as new 'captain'

    Cleartrip onboards Dhoni as brand ambassador

    Cleartrip, now a Flipkart company, has onboarded Mahendra Singh Dhoni as its new brand ambassador.

    Speaking on the arrangement, Ayyappan R, CEO, Cleartrip, stated, “We are thrilled to welcome Mahendra Singh Dhoni to the Cleartrip family. He is a revered sportsman who has inspired an entire generation – he is known for his values and is often associated with building trust and great leadership skills. Through our association with him, we hope to empower individuals to make the right choices in travel, seamlessly. As we continue to grow in scale, we hope to make travel an achievable aspiration for everyone, no matter where they are from. With Mahendra Singh Dhoni aboard, we aim to encourage a large demographic to step out and explore the world with confidence.”

  • Capturing the essence of fresh food

    Id Fresh unveils new campaign

    Id Fresh has unveiled its latest campaign titled ‘Grandmother’s Approval’ as an iteration of its annual TransparenSee initiative.

    Said P C Musthafa, Global CEO of Id Fresh: “In the age-old tradition of creating homemade idli-dosa batter, the wisdom of our grandmothers is truly unparalleled. Thus, it was only natural to invite them to our facility, to witness how the entire process was done and get a seal of approval from them. The fact that we have earned the distinguished title of ‘Grandmother’s Approved Brand,’ only reaffirms our commitment to authenticity, quality and taste. Their presence not only honoured the cherished tradition of homemade batter but also validated Id Fresh’s commitment to delivering products that uphold the essence of homemade cooking.”

  • Created by Media.Monks

    Shure audio brand launches initiative to preserve endangered languages

    Audio brand Shure has partnered with the Living Tongues Institute for Endangered Languages for a campaign.

    Said Eduardo Valdes, Associate Vice President of Global Marketing and Product Management at Shure: “With a heritage of developing some of the most fully featured and reliable wireless audio gear, Shure has the distinct honor to support organizations that depend on this technology to do their work. It’s been an absolute pleasure equipping Living Tongues with MoveMic and watching how this noble organization executes its work in some of the most extreme conditions while still capturing flawless wireless audio.”

    Added Thomas Genower, Creative Director at Media.Monks: “Our ability to express ourselves in our native tongue is what gives our rich and diverse cultures their unique identities. It’s vital that we document, record and safeguard endangered languages in as much detail and fidelity as we can. This partnership holds real purpose, highlighting both the quality of Shure’s product and the crucial work that Living Tongues institute for endangered languages do. The value of this project is that we’ve been able to aid the implementation of language preservation and grow awareness for it.”

  • Focuses on heart health

    Freedom Rice Bran Oil launches new campaign

    Gemini Edibles & Fats India Ltd has launched a campaign on Freedom Rice Bran Oil titled ‘Cholesterol ki Safai ka specialist’.

    Said P Chandra Shekhara Reddy, Senior Vice-President of Sales & Marketing at Gemini Edibles and Fats India Ltd: “Rice Bran Oil is a trusted choice for health-conscious consumers. Freedom Rice Bran oil with over 10000+ ppm of Oryzanol, actively supports heart health by increasing good cholesterol while reducing the bad cholesterol. This campaign is designed to help customers understand the importance of cooking the food daily with rice bran oil as it helps in cleaning bad cholesterol – hence the message, ‘ Cholesterol ki Safai ka specialist ‘, keeping people healthy. Through the campaign, Freedom Rice Bran Oil reinforces the need to consume food cooked in rice bran oil to stay healthy.”

  • for its Activ One Product Campaign

    Aditya Birla Health ropes in actor Vikrant Massey…

    Aditya Birla Health Insurance Co Limited (ABHICL), the health insurance arm of Aditya Birla Capital, has teamed up with actor Vikrant Massey to unveil a campaign for its recently launched product, Activ One.

    Commenting on the campaign,  Mayank Bathwal, Chief Executive Officer, Aditya Birla Health Insurance, said: “As a brand, ABHI has consistently led the way in incentivized wellness, offering a ‘Health-First’ approach that sets us apart in the market. With this campaign, we are emphasizing how Activ One not only addresses health insurance needs but also empowers policyholders to achieve their healthiest self. We’re delighted to have Vikrant Massey as the face of the Active One. His relatable persona resonates with diverse audiences, aligning seamlessly with ABHI’s vision of providing accessible health insurance to customers from all backgrounds.”

    Added Darshana Shah, Marketing Head, Aditya Birla Capital: “At ABHI, promoting a healthy lifestyle and holistic well-being has always been our priority. Activ One is thoughtfully crafted to cater to the diverse needs of consumers across different health and life stages. We’re excited to have Vikrant Massey as the brand ambassador for this new campaign. It will further strengthen Activ One’s compelling narrative and reach and inspire customers to embrace a healthy lifestyle.”

  • To deepening the mango drink's connect amongst consumers

    Nayanthara is new brand ambassador for Slice

    Slice, the mango drink, has appointed actor Nayanthara as its latest brand ambassador. This association for Slice has been facilitated by Frameworks Entertainment.

    Speaking on the association, Anuj Goyal, Associate Director, Slice and Tropicana, PepsiCo India said: “We are delighted to welcome Nayanthara to the Slice family and are positive that her wide appeal that cuts through masses will further help build the brands connect with our core consumers. Both Slice and Nayanthara have entertained families and brought people together in an endearing manner. We hope this magic continues with new film as well and it will be loved by everyone.”

  • To extend its legacy of technical excellence to home-builders, notes a communique

    Dalmia Cement gets Ranveer Singh as Brand Ambassador!

    Dalmia Cement has unveiled a new campaign titled ‘RCF Strong toh Ghar Strong’ and onboarded actor Ranveer Singh as its brand ambassador.

    Said Puneet Dalmia, MD & CEO, Dalmia Bharat Limited: “During our illustrious journey over the last eight decades, Dalmia Cement has stood shoulder to shoulder to build our nation from its roots, contributing to create iconic national landmarks as well as happy homes for millions….

    Our new brand campaign manifests not just an eminent legacy, but also a commitment to consumer centricity – it conveys a core message that building a home with due care means building it for generations to come,” he said.

  • Says its pioneered QR and Soundbox will keep working

    Paytm launches new ad campaign

    One97 Communications Limited (OCL) that owns the brand Paytm which has been in the eye of a storm has launched a new print advertising campaign to reassure users and merchants that its QR, Soundbox and card machine will continue to work “today, tomorrow, and always”. Said a Paytm spokesperson: “As pioneers of QR code, soundbox and mobile payments in India, we have always been at the forefront of the digital revolution in India. With this ‘India’s every Paytm QR and Soundbox will keep working Today, Tomorrow, Always’ campaign, we aim to dispel any rumours, and confirm that our innovative devices will continue to empower merchant partners with seamless payments.”

  • The campaign is named 'World On My Watch'

    Cheil launches campaign for Galaxy Watch6 series

    Cheil India has launched a new campaign for Samsung Galaxy Watch6 series.

    Said Aditya Babbar, Vice President, MX Business, Samsung India: “Galaxy Watch6 series offers unparalleled convenience and connectivity like never before. Through the latest campaign, we decided to do something different and adopted a benefit-first approach. With LTE integration, users break free from the confines of their smartphones, embracing the liberty to manage essential features directly from their wrists.”

    Added Vikash Chemjong, Chief Creative Officer at Cheil India: “The film elegantly demonstrates how technology can seamlessly become part of our everyday lives, enhancing convenience, productivity, and well-being. This blend of connectivity, health tracking, and entertainment makes it a perfect pick.”