MxMIndia

Category: MARKETING

  • Conceptualised by Bombay Design Centre

    Kokuyo Camlin unveils high-powered brand campaign

    Camel, from the house of Kokuyo Camel, has launched its latest ad campaign Camel ki Colourful Duniya, Meri Duniya. Conceptualised by Bombay Design Centre, this campaign includes a series of six films.

    Commenting on the campaign, Rishi Kakar, Chief Strategy & Marketing Officer, Kokuyo Camlin Limited, said: “This campaign throws an interesting light on the world we live in, where parents strive to fulfil their duties as a provider often at the cost of their duties as a caregiver. Every child’s art gives a glimpse of their feelings and brings the family together.  #CamelKiColourfulDuniya captures the role of art in a child’s world as the language of the heart. In other words, Camel brings out the language of the heart.”

    Added film-maker Amole Gupte (of Taare Zameen Pe fame): “My childhood is dipped in vibrant Camel Water Colours! I brought my childhood to life by making the new Camel advertisement films.”

    Said Nandana Nair, Head, Digital Marketing at Kokuyo Camlin Limited: “This campaign underlines the place of Camel and Camlin in every Indian household. Cherished across generations, #CamelKiColourfulDuniya highlights the unifying role of art in bringing families together. These films beautifully portray every child’s joy of engaging with colours and the innocence of their view of the world.”

  • As their Brand & Communications Agency

    Ather Energy partners with Tilt Brand Solutions

    Ather Energy, electric scooter manufacturers, has partnered with Tilt Brand Solutions as their brand and communications agency, for its upcoming product line.

    Said Ravneet Phokela, Chief Business Officer, Ather Energy: “We are thrilled to welcome Tilt as our agency partners, as we enter the next phase of our growth journey. Joe and his team bring a potent combination of deep strategic thinking and a sharp creative approach, and together we hope to engage with consumers in new and meaningful ways. We are super-excited about this partnership and look forward to shaping the future of mobility.”

    Added Joseph George, Founder and Group Chairman, Quotient Ventures added: “We are thrilled to partner Ather for this critical addition to their portfolio. We are grateful to them for placing their faith in us to disrupt the market and expand their reach and footprint across the nation. As an agency, working alongside not just the pioneers in mobility of the future, but also such a passionate bunch, is both exciting and fulfilling.”

  • To boost brand

    Tonic Worldwide bags digital mandate for Badshah Masala

    Tonic Worldwide, a digital-first creative agency, has secured the digital mandate for Badshah Masala. As the new digital partner, Tonic Worldwide aims to grow Badshah Masala’s business through integrated brand communication. The account will be managed by Tonic Worldwide’s Mumbai office.

    Speaking on the digital mandate, Rehan Hasan, CEO of Badshah Masala, said: “We are happy to partner with Tonic Worldwide for our digital mandate. Digital is a key platform where our consumers spend significant time, and it will play a crucial role in keeping our brand top of mind. We needed a partner who understands our brand values and consumer needs in the digital space. Tonic Worldwide’s experience with multiple staple brands and their strong grasp of our core target group made them the ideal choice.”

    Added Unmisha Bhatt, Co-Founder and Chief Strategy Officer of Tonic Worldwide: “We are thrilled to add Badshah Masala to our portfolio. Many of us have grown up with Badshah Masala in our kitchens, its fragrance making us hungry before the meal was even ready. It’s an integral part of our lives, and it’s a privilege to help reignite that love and make the brand appealing to new-age homemakers.”

  • To guide investors toward informed and profitable trading decisions

    StoxBox launches new brand campaign

    StoxBox, brokers and a subsidiary of BP Wealth, has launched a brand campaign, “Brokerage Par Bandh Karo Kharch, Pay Only for Research.”

    Said Vamsi Krishna, CEO of StoxBox: “Through our new campaign, we are directly addressing the concerns of investors who are struggling with unnecessary fees and unreliable information. Our goal is to empower them with top-notch research that leads to informed investment decisions and long-term financial success. At StoxBox, we are committed to helping our clients achieve their financial goals by providing the tools and insights they need to invest wisely.”

  • Reflects the voice of younger generation

    Jockey launches campaign with Wieden+Kennedy

    Wieden+Kennedy India has launched Jockey’s ad campaign that premiered during the T20 World Cup. The core insight behind the campaign titled  ‘Freedom or Nothing’, represents the concept of freedom and how it is perceived in all  aspects of life by the younger generation.

    Said Nihal Rajan, CMO, Jockey India: “Our objective was to appeal to the interests and  passions of a young audience, thereby fostering affinity and love for brand Jockey. We found  an alignment with the concept of freedom presented in Wieden’s creative vision, as it  harmoniously reflects our brand ethos. Our campaign ‘Freedom or Nothing’ is a true  reflection of the emotions and values that today’s generation connects with.”

    Added Yogesh Rijhwani, ECD, Wieden+Kennedy, Mumbai: “Both millennials and Gen Z value  work-life balance and personal freedom. With the ‘Freedom or Nothing’ campaign, we aim to  authentically represent what freedom means to today’s younger individuals. To represent  this campaign, we found a classic track from the 90s that takes on a fresh, new meaning in  this context, reflecting the shared values of today’s youth.”

  • To connect with target audience

    Etude ropes in Palak Tiwari as its Brand Ambassador

    Etude, a Korean beauty brand, has roped in actor Palak Tiwari as its Brand Ambassador.

    Said Paul Lee, Managing Director and Country Head of Amorepacific India: “Etude is doing exceptionally well in the Indian market. Etude, a popular K-beauty brand, particularly resonates with Gen Z due to its youthful, vibrant, and cute packaging. Welcoming Palak Tiwari as Etude’s Brand Ambassador reflects our commitment to connecting with our target audience. Palak’s youthful energy and relatable persona make her a perfect fit for representing Etude’s Gen Z-centric image in India. We believe her endorsement will further enhance the brand’s appeal and visibility among Indian consumers, especially the younger demographic.”

    Added Mini Sood Banerjee, Marketing Head & Assistant Director at Amorepacific India: “Etude’s decision to choose an Indian Brand Ambassador reflects our commitment to connecting with the diverse Indian consumer base. We are incredibly excited to have Palak Tiwari join the Etude family as our brand ambassador in India. We can’t wait to see Palak Tiwari bring Etude’s fun and creative spirit to life.”

  • With 'Hearts to Bravehearts' initiative

    Mahindra commemorates 25 Years of Kargil Vijay Diwas

    Mahindra & Mahindra Ltd has announced the launch of ‘Hearts to Bravehearts’, an initiative to commemorate the 25th anniversary of India’s victory in the Kargil War.

    Said Veejay Nakra, President – Automotive Division, M&M Ltd: “We are deeply honoured to commemorate the 25th anniversary of the Kargil victory with our ‘Hearts to Bravehearts’ initiative. This campaign is not just about remembering our heroes but about celebrating the freedom and peace they have secured for us. By sending our heartfelt messages to the brave soldiers who protect our nation, we aim to show them that their sacrifices have not only brought us safety but also endless smiles and a peaceful life. Mahindra is proud to be a part of this significant journey, reinforcing our commitment to exploring the impossible and supporting our nation’s heroes.”

    M&M has tied up with Faujiana as a partner to engage with Kargil war veterans to spread awareness and drive citizen participation through its extensive network. Along the way, the drive will also foster goodwill through the involvement of eminent journalists and celebrities, amplifying the campaign’s emotional resonance.

  • Titled ‘Generation Restoration’

    HDFC MF launches campaign to Combat Climate Change

    HDFC Mutual Fund has launched the fourth edition of its Nurture Nature campaign.

    Commenting on this socially responsible initiative, Navneet Munot, MD & CEO of HDFC Asset Management Company Ltd., said: “Global warming is an existential threat to humanity. As the world grapples with deforestation, rapid urbanization, environmental degradation, and groundwater depletion, it is crucial for us to take immediate action. As part of our ongoing Nurture Nature Campaign, now in its fourth year, we have committed to alleviating the water crisis by restoring an existing lake and providing a sustainable source of water.”

  • In collaboration with Madison Communications and Mullen Lintas

    Marico’s Saffola Masala Oats launches new campaign

    Marico’s Saffola Masala Oats has launched a new campaign during the ICC Men’s T20 World Cup 2024.  The two commercials are conceptualised by Madison Communications with the creative concept by Mullen Lintas and executed by Disney+ Hotstar Creative Works.

    Expressing his excitement about the collaboration, Vaibhav Bhanchawat, Chief Operating Officer- India & Foods Business, Marico Limited said: “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”

    Added Jolene Solanki, Chief Operating Officer- Madison Media Ultra: “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”

  • To Promote clean and sustainable fuel choices

    GAIL launches campaign

    GAIL (India) Limited, India’s largest Natural Gas Company, has launched yet another series ‘Waah Kya Energy Hai’ to highlight the accessibility and benefits of embracing new, clean and environmentally friendly fuel options – Compressed Natural Gas and Piped Natural Gas offered by GAIL and its group companies.

    Launching the campaign, Sandeep Kumar Gupta, Chairman and Managing Director, GAIL said: “Wah Kya Energy Hai is strategically crafted with GAIL’s key objectives in mind. It aims to persuade and motivate consumers by presenting natural gas as the smarter, safer, affordable and futuristic choice, one that aligns with environmental consciousness and the evolving needs of society. The campaign also endeavors to highlight the advantages of using natural gas over other fuel choices in view of the effects on both health and the environment. Through these concerted efforts, GAIL’s campaign endeavors to catalyze a widespread shift towards cleaner and more sustainable fuel alternatives.”

  • To strengthen bond with GenZ

    Aditya Roy Kapur is new brand ambassador for Bisleri Limonata

    Bisleri International has announced Aditya Roy Kapur as the new brand ambassador for Bisleri Limonata.

    Said Tushar Malhotra, Director of Sales and Marketing at Bisleri International said: “Bisleri Limonata stands out in lemon beverages with its lime and mint combination and has won over millions of consumers. Aditya Roy Kapur is a great brand fit because he is one of the coolest actors today with an easy going charm. With this campaign, we’re set to strengthen our bond with GenZ consumers and drive even greater demand for Limonata.”

  • Launches campaign to empower the elderly

    Rupali Ganguly roped in as Brand Ambassador for adult diapers

    Lifree, an adult diaper brand based in Japan, has roped in television actress Rupali Ganguly as its brand ambassador. Through this engagement, Lifree aims to leverage relatability and trustworthiness amongst the consumers.

    Speaking about their commitment to providing effective solutions, Yuji Ikeda, the Managing Director at Lifree, said: “As a brand, our primary objective has always been providing an ease of life to the adults with urinary incontinence. Lifree Adult Diapers are designed to offer unparalleled protection that ensures our consumers can go about their daily activities, hence fostering a sense of empowerment. We are delighted to join hands with Rupali Ganguly and spread awareness of sensitive health-related concerns with dignity.”