MxMIndia

Category: MARKETING

  • To connect with consumers across North India

    Kiara Advani is brand ambassador of Pond’s Skin Institute

    Pond’s Skin Institute ropes in Kiara Advani as its latest brand ambassador. She will feature in Pond’s new TVC that is set to take over traditional and digital platforms across the country soon.

    Elaborating on the association, Pratik Ved, Skincare Head, Beauty & Wellbeing, Hindustan Unilever Limited said:  “We are delighted to welcome Kiara to the Pond’s family, as we usher in a new era of Pond’s Skin Institute. Being a remarkable celebrity, she’s also renowned for her iconic beauty and style across the country. This strategic partnership underscores our dedication to merging innovation with aspirational beauty, ensuring Pond’s Skin Institute’s leadership in skincare.”

  • For empowering business owners

    Godrej Capital launches campaign

    Godrej Capital, the financial services arm of the Godrej Industries Group, has launched its new campaign ‘Hum Samajhte Hain Business’. As part of the campaign, the brand has released a new digital film conceptualised by Publicis Worldwide.

    Said Nalin Jain, Chief Marketing Officer of Godrej Capital: “’Hum Samajhte Hain Business’ reflects our deep understanding of building a business in India. We acknowledge both the emotional and practical aspects of the growth of a business, from navigating transitions to celebrating achievements. We are dedicated to providing business owners with flexibility and innovative products. Through customized loans for businesses from Godrej Capital, we empower entrepreneurs to exceed their own business expectations, providing the financial backing necessary for their success.”

    Added Oindrila Roy, Managing Director, Publicis India: “In recent years, Publicis India has created iconic work for BFSI brands, and winning this account reaffirms our expertise. We are thrilled to leverage our skills to craft comprehensive strategies that will fortify Godrej Capital’s brand narrative. With the ‘Hum Samajhte Hain Business’ campaign, we aim to establish Godrej Capital as an empathetic lender who understands the challenges faced by MSME business owners. This campaign taps into the insight that businesses often do not grow as planned, regardless of the circumstances, and emphasizes that Godrej Capital truly understands their needs.”

     

  • To introduce its new Livpure Allura Premia water purifier

    Livpure launches new TVC

     

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    Livpure, a consumer electronics brand, launched a television commercial (TVC) to introduce its new Livpure Allura Premia water.

    Commenting on the launch, Rakesh Kaul, Managing Director at Livpure, said: “At Livpure, we firmly believe that one’s access to clean water is everyone’s right. We strive for making water more inclusive and affordable to people at large. This is the reason why we developed the Livpure Allura Premia that comes with 30 months of free maintenance. It allows families to focus on what truly matters – enjoying the peace of mind that comes with pure, healthy drinking water for everyone in the household,”

  • To work on digital wellness

    ETML wins the digital mandate for Keffy Wellness firm

    Etml has bagged the digital mandate for Keffy, a wellness and fitness services company.

    Commenting on the win, Raghav Kansal, Founder & CEO of ETML, said: “We are thrilled to join forces with Keffy to pioneer the next chapter of digital wellness. Through this partnership, we aim to harness the power of technology to elevate Keffy’s well-being initiatives. Our comprehensive approach includes meticulous campaign optimization, real-time performance tracking, and insightful analytics. By combining our innovative marketing strategies with Keffy’s commitment to holistic health, we aspire to drive meaningful engagement and inspire positive change in the wellness industry.”

    Adding on to this, Paras Arora, Founder of Keffy, said: “At Keffy, our mission has always been to empower individuals to thrive in mind, body, and spirit. This partnership with ETML marks an exciting new chapter for us, as it allows us to amplify our impact and reach a broader audience than ever before. By leveraging ETML’s cutting-edge digital marketing strategies and performance-driven approach, we can enhance our outreach and engagement efforts significantly. ETML’s expertise in data-driven marketing and real-time analytics will help us to better understand our audience’s needs and tailor our offerings accordingly. Together, we are committed to creating a healthier, happier world, where wellness is not just a goal, but a way of life.”

  • Encapsulates Fevicol’s signature quirky storytelling

    Ogilvy creates campaign for Fevicol

    Fevicol, the adhesive brand from Pidilite Industries Limited, has unveiled its latest campaign, ‘Jugalbandi’ – a film which celebrates musical journey of two brothers with a blend of traditional charm and quirky humour. It is crafted by Ogilvy India and Prasoon Pandey of Corcoise Films.

    Said Bharat Puri, Managing Director at Pidilite Industries Ltd: “Fevicol, as a trusted household name, continues to uphold its core value of building Mazboot Jod (Strong Bond). Our latest Jugalbandi film humorously portrays Fevicol as an emblem of lasting connections and enduring strength. We are proud to launch this campaign in a year that holds special significance, as we celebrate the 100th birth anniversary of Fevicol’s founder, Balvantray Kalyanji Parekh.”

    Added Piyush Pandey, Chief Advisor at Ogilvy India: “Fevicol’s Jugalbandi campaign underscores Fevicol’s unbreakable bond. Using a combination of Pidilite’s unique humorous style and quirky musical journey of two brothers, we bring alive Fevicol’s commitment to forging enduring connections and resilience across generations.”

  • To advocate for dermatologist-guided skin health

    Cureskin launches TVC

    Cureskin, a skincare brand, launches its first television commercial (TVC) campaign titled ‘Skin Hai, Mazak Nahi’. The campaign features OTT actors Shrishti Ganguly Rindani and Ambrish Verma and is conceptualised by Sick Content Studios.

    Elaborating on the concept around the campaign, Guna Kakulapati, Co-Founder & CEO at Cureskin said: “Cureskin recognises that healthy skin is more than just aesthetics; it’s about promoting overall well-being and fostering self-confidence. Our ‘Skin Hai, Mazak Nahi’ campaign is designed to provoke a national dialogue around prioritising dermatologist-guided skin health via personalised science-based solutions. Cureskin is dedicated to providing the expert guidance and support necessary for everyone to achieve healthy skin.”

    Added Joy Chauhan founder of Sick Content Studios: “I feel we are witnessing a great brand, with a differentiated business model in the making. We are delighted to be a part of this journey. While the category is full of promises, our challenge was to bring forth our dermatologist-first model in a highly cluttered beauty and skincare category. Sincerity, honesty and not trivialising the critical Skin health issues were paramount. ‘Skin Hai, Mazak Nahi’ is a line, which captures the entire intent and essence of the brand’s existence. This campaign will bring to life every aspect of the issues that consumers face in the skin and hair health space.”

  • Showcases a series of six digital films

    Publicis India creates campaign for Enamor Lingerie

    Publicis India has unveiled its latest campaign, “Fabulously Futuristic,” for Enamor, lingerie brand. It is a series of six digital films that breaks away from traditional lingerie advertising and showcases the limitless power and grace inherent to everyday activities.

    Said Shitu Patil & Aman Mannan, Joint National Creative Directors, Publicis India: “Enamor has been at the forefront of innovation in the category for a long time. So, for the Innovations range campaign, we wanted the brand to claim what it rightfully owns. It showcases stylish, strong women flexing their bodies and possibilities in moments of complete unabashed freedom that the cutting-edge technology in the bras support them with. We chose artforms like ballet and aerial yoga to power punch the ‘proof of concepts’ beautifully. The music and movements are all a celebration of the Enamor woman’s free spirit as she moves into a fabulous future.”

    Added Sandra Daniels, Senior Vice President of Marketing, Enamor: “Lingerie is an extremely personal and fundamental part of a woman’s life. Not only is it a product she uses every single day, but also an essential experience for her as a woman. She wants to ensure that she is picking a piece that is perfect in every way- be it the perfect fit, the perfect fabric or the perfect style. With the Innovations campaign, we have aimed to address these concerns and all with the objective of allowing women to have the best lingerie experience, so they can be completely free and comfortable to explore and experience their most fabulous self.”

  • A series of four films has been created by Leo Burnett

    Flipkart launches campaign

    Flipkart, e-commerce marketplace, has launched a campaign of four films featuring Shehnaaz Gill, Boman Irani, Ratna Pathak, Rupali Ganguly, Raghu Ram and Rajiv Lakshman.

    Speaking about the new campaign, Pratik Shetty, Senior Director – Marketing and Media, Flipkart, said: “Our latest campaign reaffirms Flipkart’s commitment to customer delight by offering great value on original brands, exceptional savings on monthly grocery, same-day delivery through our ‘Dawn to Dusk store’ and our promise of being the single point of contact for a speedy resolution for all consumer concerns. This promise is reinforced with beloved characters like Virus, Maya, and Monisha, alongside celebrities such as Shehnaaz Gill, Raghu, and Rajiv, who join us as Flipkart officers for each of these promises.”

    Added Sachin Kamble, Chief Creative Officer, Leo Burnett India: “We thoroughly enjoyed bringing together some of the most iconic audience-favorite characters and the creative process of bringing their signature dialogues into play with real characters resulting in a series of humorous yet very reliable brand promises for Flipkart. We have woven a series of 4 films with quirky characters and each film reiterates an important attribute about Flipkart while keeping it fun and humorous.’’

  • Executed by Ogilvy

    Kurlon unveils fresh identity

    Kurlon, the mattress brand, has refreshed its identity with a new logo and the tagline ‘Life Banegi Hula Hula’. This rebranding marks a significant evolution for the brand, positioning it to resonate with contemporary consumers and signalling freshness in the current market.

    Said Nilesh Mazumdar, CEO SheelaFoam Ltd.: “Innovation and comfort have always been at the core of Kurlon. Kurlon’s new proposition and identity reflects our continuous evolution to meet the dynamic needs of our consumers. This rebranding milestone is not just a visual transformation, but a fresh take on the category itself, where everyone is talking about sleep, Kurlon is going beyond it;. With ‘Life Banegi Hula Hula’, we wish to bring joy and comfort into every home. Kurlon pioneered the modern mattress category in India and is now poised to achieve even greater heights.”

    Added Piyush Pandey, Chief Advisor, Ogilvy India: “Kurlon’s new identity and the ‘Life Banegi Hula Hula’ campaign represent a bold step forward in rebranding the iconic brand Kurlon. We understand that the mattresses are more than just a place to sleep—they are where life unfolds, where countless memories are made. This rebranding is not just about a fresh look; it’s about celebrating the joy and comfort that Kurlon brings to every household. With this campaign, we aim to connect deeply with our consumers, ensuring that every moment spent on a Kurlon mattress is a joyful experience; defining comfort for modern India.”

  • Campaign created and executed by Thought Blurb Communications

    Parle launches new campaign for 20-20 Cookies

    Parle Products has launched its latest campaign for Parle 20-20 biscuits. The three-film campaign has been created and executed by the Mumbai team of Thought Blurb Communications.

    Speaking on the campaign, Mayank Shah, Vice President, Parle Products, said: “We tried this new brand message last year and tested it out. The market response was positive, so we decided to put our full effort behind it. All marketing initiatives were directed towards supporting the brand message”, he said. “Still, no caution has been thrown to the wind and everybody knows that a brand message needs to grow in stages.”

    Added Renu Somani, National Creative Director of Thought Blurb Communications: “It was interesting looking for an alternate take on the tagline. Last year, we were trying to establish the idea, and needed the films to simply explain the direction of the messaging. We now have the confidence to push the envelope outward.”

  • Mandate will cover corporate communication

    Juniper Green Energy partners One Source

    Juniper Green Energy, a renewable energy power producer, has partnered with One Source. The mandate will cover corporate communication for Juniper Green Energy.

    Said Indranil Roy Choudhuri, Head of Corporate Communications, Juniper Green Energy: “We are delighted to partner with One Source as we embark on our journey to amplify awareness about renewable energy solutions and our commitment to sustainability. Their proven track record in delivering impactful communication strategies aligned perfectly with our vision to create a greener, more sustainable future.”

    Added Sandeep Rao, Co-Founder and Chief Operating Officer, One Source: “Our focus as a consultancy is on growing our clients’ businesses and we see partners’ business objectives as our own. We are excited to collaborate with Juniper Green Energy and are eager to craft compelling narratives that resonate with audiences and drive meaningful change. We are committed to help elevate Juniper Green Energy’s brand and champion the cause of sustainability.”

  • Marketing Lessons from the Polls

    Marketing Lessons from the Polls

    Avik ChattopadhyayThe dust has settled down. The celebrations and cribs are over. The oaths have been administered. And the machinery is getting into action once again.

     

    More or less, the country at large is pretty pleased with how things have emerged. Democracy clearly demonstrated who calls the shots. For some, it has been a fresh lease of life while for others it has been a wakeup siren. All in all, the utopian idea chosen by us close to 80 years ago seems to have been the right decision. Conceptually, India could never have been a monarchy of one or an amalgam of principalities like the 16 Mahajanapadas. With all our imperfections and paradoxes, democracy seems best placed as the individual impoverished and ignored voter does have the power to shake up comfort zones.

     

    For a marketer, in any industry and from any part of the country, a gargantuan event like the parliamentary elections, in its implementation and outcome, has important lessons to learn and remember in one’s own professional life.

     

    None of them are new revelations. All are one more round of reinforcing and reiterating deep ground truths that we sometimes tend to forget.

     

    1. Never underestimate your target segment. S/he she is far more intelligent and mature than what marketers typically would like them to be. S/he can spring surprises at the most unexpected of situations to drive home a point.

     

    1. What was very good for yesterday is not good enough for tomorrow. You need to consciously stop charting strategies for the future based on what you did in the past. You are where you are today based on what you did day before yesterday. The day after tomorrow depends on what you do today.

     

    1. Numerical targets are meant for internal communication. They are never to be used to communicate to your external stakeholders. Slip a little and they will hold you to them or even have a good laugh at your expense. And competition will definitely find ways of using them against you.

     

    1. Local leaders are needed for local issues. Your regional leaders are to be brought to the forefront to connect better with the local populace or potential customers. They speak the language the locals understand and know what specific buttons to press. The national level CEO or MD has to be selectively used and not overexposed.

     

    1. Nobody is an untouchable. In the market, you have no permanent enemies when it comes to channels of trade, regional collaborators and technology partners. While long-term relationships are always helpful, sudden reality checks may require you to reach out to facilitators tomorrow whom you has severed ties with yesterday.

     

    1. Never ever abuse competition. That is a sure sign of anxiety before both network partners as well as the potential customers. a minimum level of professional decorum requires you not to concoct lies about competition or be derogatory towards specific competitors.

     

    1. Mere edifices do not convert prospects. The target needs personalised experiences and promises. S/he is not enamoured by large showrooms or display zones just by themselves. S/he expects to be catered to one-on-one.

     

    1. Appeal to both left and right brains. Always try to maintain a healthy balance in your narratives and ownership experiences. While raising emotional issues, support them with ground level demonstrations of your intent and abilities. Those actually help create unique emotional bonds.

     

    1. Focus on yourself. Do not obsess with competition. Make sure your target knows all the right things about you, your offerings, your promise and your capabilities. Wasting time over discussing competition actually shifts the narrative towards them and the target spends more time researching your competition than you.

     

    1. Never sell fear. Whether you are selling a water tank or a luxury automobile, do not make the mistake of stoking the target’s inner fears and apprehensions as your route to success. Fear leads to unexpected reactions of the reptilian brain and rapid negative word of mouth which will be much beyond your control.

     

    Market well. Sell wise.

    Jai Hind. 

     

    Avik Chattopadhyay is a Gurugram-based business strategist and commentator. He is currently also working along with XLRI to set up the Indian School for Design of Automobiles. He writes on MxMIndia every other Thursday. His views here are personal.