MxMIndia

Category: MARKETING

  • The ad captures the values of today's young adults and their fashionable personalities

    Live fashionable, urges American Tourister in new TVC

    By A Correspondent

     

    Enhancing its current global positioning of “Young, International & Colourful” baggage brand American Tourister has unveiled its latest TVC titled ‘Live Fashionable’.

     

    The ad captures the values of today’s young adults and their fashionable personalities. When someone is truly fashionable it reflects on everything they do and American Tourister bags and backpacks are the ideal companions for such people, depicts the ad.

     

    Speaking about the campaign, Suresh Menon, CEO, Samsonite South Asia said, “Brand American Tourister has always been a unique blend of toughness and international class. It is our constant endeavour to bring out the best product range at a competitive price, without compromising on quality. The latest television commercial portrays how American Tourister bags and backpacks flawlessly reflect your stylish personality and ensures a ‘heads turning’ effect. I am certain that this campaign will take American Tourister’s image and equity to a new level.”

     

    The ‘Live Fashionable’ campaign showcases four different situations where young adults give a taste of their attitude towards travel and life. These quirky incidents range from them being fashionably late to lost and from being independent to friendly. All these films smartly integrate American Tourister bags bringing out both the emotional and functional appeal of the brand.

     

  • Ad highlights the message "Kab tak bachte rahoge from deep facial impurities" in an 'HD' world

    Himalaya unveils first TVC for purifying Neem Scrub

    By A Correspondent

     

    The Himalaya Drug Company has announced the release of its first television commercial for Purifying Neem Scrub, a Neem-based deep cleanser. The ad highlights the importance of pure skin in today’s ‘High-Definition’ lifestyle.

     

    Hemang Vasani, Brand Manager – Himalaya Herbals said, “Young girls today are conscious about how they look and they are increasingly taking extra care of their face. They begin to use face cleansing products as early as 12 years of age. They are aware of their skin requirements and are willing to use a product that addresses their problems. Our on-going consumer study reveals that impurities like blackheads, dirt and dead skin are a big cause of concern amongst young girls. Himalaya Purifying Neem Scrub helps remove these deep-rooted facial impurities.”

     

    Taking cues from the life experiences of the Facebook generation, our Purifying Neem Scrub TVC showcases the life of a young college girl, who returns home after a party and logs on to her social media page. While browsing through the party pictures online, she notices the visible impurities on her face and is both embarrassed and worried. The following day, her embarrassment further increases when she zooms in to watch the party video with her friends. The TVC goes on to elaborate the functional benefit of using a scrub to keep the skin free from impurities with the key message “Kab Tak Bachte Rahoge”.

     

    Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, said “Face Packs and Face Scrubs is currently a Rs.400 crore category. We see it growing to Rs. 600 – 800 crore in three-four years, largely driven by changing consumer behaviour. Consumers today are at ease to experiment different products that will help address their skincare problems. We continue to see a growing preference for salon care at home. Himalaya is a leading Face Care brand in the country and with this communication we want to build the Face Scrubs category and create awareness of its role in providing problem- free pure skin for young girls.”

     

    With social media being an important part of this TVC, the brand also ran a teaser campaign leading to the release of the TVC on its brand page on Facebook Himalaya Herbals India. A persona inspired from Priya in the TVC was created to communicate the many real life instances when skin impurities leave people troubled and embarrassed. The weeklong campaign took people on a journey showcasing the transition from skin problems to problem free skin and the reason behind the new found confidence and vibrance in Priya! During this campaign period, the Facebook page reached out to over 3, 50,000 users.

     

    Created by Apostrophe Productions, the TVC is directed by Amit Baidya, whose past work includes commercials for brands in FMCG, consumer durables & media.

     

  • The cooling relief for acidity is the key differentiator for Pudin Hara Fizz

    Dabur unveils campaign around Pudin Hara Fizz

    By A Correspondent

     

    Dabur Pudin Hara has launched Pudin Hara Fizz to expand its market share in the antacid powder category. It contains proven ayurvedic ingredients like mint and lime which aids in providing relief from acidity while leaving a refreshing taste in the mouth. The cooling relief for acidity is the key differentiator for Pudin Hara Fizz.

     

    Commenting on the campaign, Ajay Singh Parihar, Category Head-Digestives, Dabur India said, “Pudin Hara Fizz marks entry of the trusted Pudin Hara in antacid powder category. The communication uses fire spitting as a strong device to highlight problem and fire brigade as trusted symbol to provide cooling relief. Goodness of natural ingredients like Lemon & Mint has natural fit with the mother brand. The TVC has kept away from set patterns of category’s communication codes and offers relatable yet entertaining communication! The campaign will be supported on ground through activations & outdoors.”

     

    Speaking about the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “The idea of a man belching fire came from the insight that when you have acidity, you feel a burning sensation inside. And what better than Pudin Hara Fizz to act as a fire brigade and help douse this flame!”

     

    The campaign has been conceptualized by DDB Mudra North with Chairman & CCO, Sonal Dabral helming the campaign along with Vandana Das, Unit Head, Creative Head, Sambit Mohanty, Business Head, Ashwani Dhingra, Account Planning, Arun Sharma, Nisha Ganneri, Account Management, Yashaswi Bhatt, Kumar Deepak, Richa Shah. The production house is Raising Sun Films.

     

  • The simple act has the potential to save millions of lives

    Lifebuoy’s ‘Jump Pump’ activity casts positive impact on schoolkids

    By a correspondent

     

    It is a startling fact, that more than 2 million children lose their lives to diarrhoea every year. It is even more alarming, that a major contributor to this number is India. Washing hands with soap at key occasions during the day has been proven to be the most cost-effective and scalable solution to prevent the spread of deadly infections likes pneumonia and diarrhoea. This simple act has the potential to save millions of lives.

     

    Over the years, Lifebuoy has implemented several innovative programs to create habit change for hand washing amongst children as well as to raise awareness about the five critical hand washing occasions in a day. Of these five, one of the most important is washing hands with soap before eating.

     

    In April 2014, Lifebuoy chose the occasion of the mid-day meal to convey this message. India’s mid-day meal scheme feeds over 120 million children a day, making it the perfect opportunity to address the maximum number of children across schools, at the actual moment of truth.

     

    Across many rural schools, it was found that children were not washing hands before having lunch, despite the availability of soap. The fact was that the old and heavy hand-operated pumps are the only way to access water in these schools. Young children find it difficult and tiresome to operate these pumps and hence would simply not bother coming near them. The focus was thus shortlisted towards this key barrier.

     

    Vipul Salvi, National Creative Director / Geometry Global India said: “We need to keep pushing the limits of creativity to help solve basic problems like poor hygiene… the great thing about the Jump Pump is that it worked like a charm with kids while being cost-effective and easy to implement.”

     

    Rahul Saigal, President / Geometry Global, India added: “Sometimes the best way to teach kids an important lesson is to distract them into learning. You can’t engage children by mere preaching; you need to talk to them in a language they understand: the language of play!”

     

    What Lifebuoy did was install a specially crafted rocking horse, made from a combination of wood and metal with a simple screw-on mechanism, on to the handles of these hand pumps in schools – transforming them into “Jump-Pumps”.

     

    At lunchtime, when children headed out of class for their meal, they were taken by surprise by this colourful addition to their school premises. Promoters explained the concept and the proper technique of washing hands with soap along with putting up posters at prominent spots in the school to explain the “Jump Pump” game. Apart from this, Lifebuoy soap was also provided to ensure soap availability throughout the activation period.

     

    Currently, about 1500 rural schools across UP and Maharashtra are being impacted with this activity between April-May 2014.

     

    George Koshy, General Manager (Skin Cleansing), HUL said:” Lifebuoy has a proud history of being a brand that stands for saving lives. It is indeed our mission to ensure that hand washing with soap becomes a habit for children, as a step to reducing diarrheal mortality. The ‘Jump Pump’ activation is an innovative approach, appealing to children in a manner that is fun and enjoyable.”

     

  • The creative duty was awarded to Dentsu based on its current creative partnership with Panasonic

    Dentsu assigned creative duties of Panasonic Fans

    By a correspondent

     

    Dentsu Communications has bagged the creative duties of Panasonic Fans. The creative duty was awarded to Dentsu based on its current creative partnership with Panasonic.

     

    Rohit Ohri
    Simi Sabhaney

    “We’re delighted with this new assignment. This further strengthens the relationship between Dentsu Communications and Panasonic and is a testimony to the great work done by Dentsu for Panasonic in India and the region,” said Rohit Ohri, Executive Chairman, Dentsu India Group and CEO, Dentsu APAC (South).

     

    After bagging the creative duties from the consumer electronics major, Simi Sabhaney, CEO, Dentsu Communications said, “We were assigned the task of developing the launch communication for Panasonic ventilation fans in India. Winning the creative mandate for Anchor Electricals is a very prestigious event for DCPL Mumbai. Panasonic is a global leader in fans business and would be one of the leading international entrants in the ‘Ventilation Fans’ category.”

     

    Takaki Oguri, Joint Managing Director Sales and Marketing, Anchor Electricals Pvt. Ltd. said, “Panasonic’s global expertise in the ventilation field will aid Anchor to unveil a host of innovative products, redefining the paradigms of indoor air quality focussed ventilation solutions. Presently we intend to launch some of Panasonic’s trendsetter products; later on we will actively focus on expanding the entire range. This will be a robust value addition to Anchor’s existing Ceiling Fans Portfolio.”

     

    Ashok Gangar, Vice President Sales and Marketing, Anchor Electricals Pvt. Ltd. said, “We used Dentsu’s expertise while commissioning the first “Panasonic LED Lighting Experience Centre” in Mumbai, last year. We are hoping to establish a niche trade channel for marketing these high-end indoor air quality focussed ventilation products with this affiliation.”

     

    “Exhaust fans are a low involvement category and the choice of the brand is mostly left to the contractors and interior designers, our attempt was to imbibe the concept of ‘ventilation’ versus ‘exhaust’ in the end-consumer minds. This struck an accord with the Anchor-Panasonic team as it was looking for an approach that was distinctive enough for Panasonic ventilation fans to establish themselves in the said category,” added Sabhaney.

     

    “We are happy to award the creative duties to Dentsu Communications as our promotion partners for Panasonic Ventilation Fans and hope to establish ourselves as a premium brand in the said category soon,” said Mr. Toshiki Itagaki, Director Fan Business, Anchor Electricals Pvt. Ltd. on awarding the creative duties to Dentsu Communications.

     

  • This is a rare instance where an Indian digital outfit has been signed on by a global entity for a project targeted at an international audience

    Nivea Soft assigns digital ideation mandate to TenTenTen

    By a correspondent

     

    TenTenTen Digital Products, the Bangalore based digital marketing enterprise announced that Beiersdorf AG, the Hamburg-based company and makers of brand Nivea have hired them to come up with ideas for a digital property for the skin cream brand -‘Nivea Soft’. This is a rare instance where an Indian digital outfit has been signed on by a global entity for a project targeted at an international audience.

     

    Speaking about the project, Ramesh Srivats, co-founder, TenTenTen said, “I have been in this industry for over 20 years now and still haven’t come across too many instances of Indian agencies being hired for international projects by global brands. Also, while a lot is said about ‘monetizing ideation’, this is a rare instance of an agency being compensated just for ideation. We are excited about the project and consider it a recognition of our ability to ideate and create large digital properties that help brands connect with their customers through ‘actions’ instead of ‘talk’.”

     

    As part of the project, TenTenTen will present ideas for a sustainable digital platform for Nivea Soft. The objective is to forge a deep brand and product level connect with its young audience who spend a large part of their day online. After which TenTenTen will implement the shortlisted idea and manage the digital property. TenTenTen will be compensated for implementation & management separately depending on the scale of the shortlisted idea.

     

    The global marketing team of Nivea zeroed in on TenTenTen based on the work that TenTenTen had done for them previously in India. Ramesh Srivats and the team had created and executed very successful digital properties for Nivea India; with the Armprints Facebook campaign being the highlight. The campaign was a huge hit with over a million views and about half a million branded temporary tattoos shipped to nearly one lakh users.  was inspired to build on this success by taking the armprints campaign to TV with a TVC starring Anushka Sharma.

     

  • The ad is a reflection of the Company's belief that every Indian should have a home of his own

    DHFL unveils ‘Aao India GharBanayein’ campaign

    DHFL has unveiled its new marketing campaign with the theme – ‘Aao India GharBanayein’. This campaign is a celebration of DHFL’s 30th anniversary year, and reflects on the company’s vision of ensuring that every Indian owns his / her home. Beyond a campaign, DHFL envisages this as a movement, bringing in the true essence of financial inclusion for a growing India.

     

    Rakesh Makkar, President and CDO, DHFL, said, “DHFL’s ‘Aao India GharBanayein’ campaign is a reflection of the Company’s vision as established by our Founder Chairman, Late Shri Rajesh Kumar Wadhawan in 1984. This has now translated into a movement over the past three decades, with millions of Indians already benefitting from the DHFL vision – their home has accorded them a sense of security and confidence, not just to self but to their families.

     

    The DHFL Aao India GharBanayein campaign will be a multi-phase multimedia campaign to be spread throughout the year – starting with TV, print, radio and outdoor, to be followed with activations and enhanced digital presence.”

     

    Without missing out on the IPL fever, where DHFL is an associate sponsor of the Mumbai Indians franchise, DHFL will launch the ‘Mumbai Indians’ electronic campaign, where renowned cricket players will help drive home the Aao India GharBanayein message even further, encouraging Indians to buy their own homes, DHFL as their partner.

     

    Commenting on the concept, Bhargava Krishna (Bugs), Creative Director, Bugs Eye View said, “The DHFL Aao India GharBanayein campaign is envisaged to communicate DHFL’s core belief and the dream of every human being – of owning a home. We have tried to marry this aspiration with the themes of IPL and Elections given their timeliness. The campaign in coming period will take festive seasonal avatars on the same theme.”

     

    The advertisements will be aired across key markets including Mumbai, Delhi NCR, Chennai, Kolkata, Bengaluru, Hyderabad, Pune, Nagpur, Baroda, Surat, Rajkot, Jaipur, Chandigarh, Bhopal, Raipur, Bilaspur, Kochi etc.

     

  • Zoya, which has so far taken the print and outdoor campaign route, has for the first time released a TVC on air

    Zoya unveils first TVC; plans to add more stores across country

    By A Correspondent

     

    Zoya, the diamond brand from the house of Tata, is both a product and a retail brand and is targeted at the discerning, design seeking woman who is international in her aspiration. As part of its expansion plans, Titan has unveiled a third store in Mumbai, renting a 5000 square foot premium property in the posh shopping district of Linking Road, that is home to many jewellery brands.

     

    Zoya which also has so far taken the print and outdoor campaign route, has for the first time released a TVC on air which showcases the brand and highlights brand messages of exquisite design and craftsmanship along with the values of trust that are integral to a Tata product.

     

    Zoya deals in exquisite styled ranges, primarily in diamonds, apart from the traditional and fusion polki & kundan jewelry besides providing an unmatchable buying experience. The store showcases luxury in its most undiluted form. Zoya is also a corporate luxury brand in the jewelry segment that launches a seasonal collection each quarter. The latest collection is Fire and will be introduced on May 21, which pays tribute to nature’s most brilliant element with a magnificent array of jewellery, embellished with radiant sapphires, radiant gold and exquisite diamonds.

     

  • The company is using it as a launch vehicle for the brand's new positioning – 'Designed To Delight'

    Whirlpool unveils new campaign for frost-free refrigerator

    By a correspondent

     

    Whirlpool has launched a new campaign for its new Protton World Series Frost Free refrigerator. The new refrigerator is unique with a three-door format and has the revolutionary sixth SENSE® ActiveFresh technology in the ‘Active Fresh Zone’ to keep fruits and veggies fresh. The company is using it as a launch vehicle for the brand’s new positioning – ‘Designed To Delight’. The product is positioned to deliver freshness but this has been covered before by multiple players from every conceivable angle. The challenge was to come up with a completely new way of looking at freshness.

     

    The creative idea that FCB Ulka came up with was to celebrate a whole new way of enjoying freshness. While most commercials simply talk about freshness, the agency created a whole new level of freshness through sound. The commercial is a celebration of all things fresh with the refrigerator at the centre of it all.

     

    Mr. Sridhar Iyer, Sr. Vice President, FCB Ulka, said, “The Protton TVC from Whirlpool clearly establishes a new way of evaluating freshness within the category, the concept of sound of freshness stemmed from consumer observations as they go through the process of buying fresh grocery day in and day out.”

     

    Mr. Sanjay Sharma, Group Creative Director, FCB Ulka, expressed, “Freshness has several manifestations and most of them have already been explored. The sound of freshness, sounds fresh. We might not realize it, but seek this sound of freshness every now and then in the vegetables and fruits we buy. Hence, a fertile territory never explored in the refrigerator category, but extremely relevant.”

     

    Said Vipul Sabharwal, VP Sales and Marketing, Whirlpool of India Limited, “The Frost Free refrigerator category is an important category for Whirlpool, in which it has multiple products. We chose Protton World Series refrigerator to be the flag bearer in the TV medium because it truly embodies our new positioning ‘Designed to Delight’. It’s 3-door format is exquisitely crafted, the 6th SENSE® ActiveFresh Technology with Moisture Retention and MicroBlock ensure unparalleled bacteria-free freshness, and there is a captivating range of finishes to choose from. FCB Ulka has taken each of these elements and created an advertisement that is persuasive and entrancing. We are excited by the trade and consumer response and are confident that our ambitious share objectives will be met.”

     

  • The new film named 'Sands of Time' builds on the key consumer motivation that "Hair once doesn't come back. I desperately want to hold onto all the hair that is left on my head"

    DDB Mudra urges men to teat hair loss via Livon Hair Gain

    By A Correspondent

     

    DDB Mudra has unveiled a new campaign for hair brand Livon Hair Gain. The campaign endeavors to shake the hair loss sufferer from his inaction to start taking care of his hair loss problem.

     

    Hair loss affects a man not just as an ailment, but at an emotional level too. The market is replete with solutions ranging from quacks to extreme drastic measures such as clinical treatments and transplants. Livon Hair Gain is a scientific solution that has been internationally researched and clinically tested. It works to arrest hair loss in 90 days.

     

    The new film named ‘Sands of Time’ builds on the key consumer motivation that “Hair once doesn’t come back. I desperately want to hold onto all the hair that is left on my head”. It uses the metaphor of sand slipping through the fingers to accentuate the helplessness this consumer faces with regard to his hair loss problem.

     

    The film uses Rahul Bose as a celebrity who is encouraging consumers to learn from his mistake and take action about their falling hair before it’s too late. His urging to act in time and prevent hair loss is likely to make a consumer take note and act on their problem in time.

     

    Sambit Mohanty

    The campaign has been visualized by the team at DDB-Mudra. According to Sambit Mohanty, Creative Head (North) at DDB Mudra, “Falling hair is irretrievable; once you lose a strand, it’s gone forever. And that sparked off the idea of using sand slipping through fingers to make the point that Livon Hair Gain is proven to stop hair loss. Rahul Bose is known for espousing genuine causes… and he was the perfect celebrity to make the point about using Livon Hair Gain before it is too late.”

     

     

    Radhika Das

    Said Radhika Das, Senior Vice President, DDB Mudra Group, Delhi, “With Rahul Bose as the brand endorser, our attempt with this communication is to send out a simple yet compelling message that stems from a deep consumer insight. We hope it makes as many people sit up and take timely action than be in denial and suffer.”

     

  • Soho Square is the agency on board the H&R Johnson account and they were given the mandate to launch bathrooms in the consumer space

    Katrina endorses campaign for new HR Johnson vertical

    By A Correspondent

     

    HR Johnson has released a new campaign for its bathroom vertical that features brand ambassador Katrina Kaif. The television commercial went on air last week.

     

    Mr. Sushil Matey, Chief Operating Officer, H&R Johnson said, “H&R Johnson has been largely known as a tiles company, given our rich heritage and leadership in the same. However, over the years, we have diversified into bathroom fittings, kitchens and engineered marble & quartz. The communication objective was to tell the consumer of the stunning options we have beyond tiles – and we have made a start with bathrooms. To enhance salience, we had signed on Katrina Kaif to endorse the Johnson brand; the first set of communication on tiles was executed last year. This is the second TVC that we have done with her.”

     

    Anuraag Khandelwal
    Satish Desa

    Soho Square is the agency on board the H&R Johnson account and they were given the mandate to launch bathrooms in the consumer space. “The agency endeavoured to go beyond mere ‘looks’ and we wanted to come from a relevant consumer space. The entire insight that ‘bath time’ provides that much needed personal space to clear the mind and let it freewheel, gave us this thought of ‘Find Clarity”, explained Anuraag Khandelwal and Satish Desa, Executive Creative Directors and Creative Heads. “Clarity that refreshes and inspires one to think ahead. We also shot the film in black & white to enhance its visual appeal.”

     

  • Alok Nanda & Company create a new campaign for the iconic World Towers targeting global Indians desiring a luxury lifestyle

    ANC unveils new campaign for The World Towers

    By A Correspondent

     

    Alok Nanda and Company has created a new ad campaign for The World Towers by the Lodha Group. The multi-ad print and outdoor campaign will project the luxury experience provided by The World Towers to its residents. It will target resident Indian and NRI audiences.

     

    The objective of this campaign is to highlight lesser known aspects of the development, thereby focusing on its iconic stature and building desirability. Alok Nanda & Company has drawn from its vast luxury and lifestyle experience to present a lifestyle that is in every way as iconic as the buildings. Using a distinctive tone of voice, the campaign takes the ‘above it all’ brand positioning to another level altogether. The messaging uses scale and global comparisons to make its point.

     

    “Luxury selling is all about evoking a lifestyle experience in the mind’s eye. Our mandate was to create a campaign that brings alive, from an experiential perspective, the life one leads at The World Towers. We leveraged the most remarkable product offerings to establish the superlative nature of luxury living at The World Towers,” says SamarjeetShimpi, President, Alok Nanda & Company.

     

    “The World Towers has always registered itself as the world’s tallest residential towers – India’s global icon which is home to world’s finest residences with Interior Design by Armani/Casa. However, the iconic stature comes not just from its height and interiors, but every aspect ranging from landscape design, managed services, sports and club facilities to engineering, technology and advanced construction techniques. It was important for this campaign to build a story woven around the lifestyle that would come alive at this holistic development,” Samujjwal Ghosh, Sr. Vice-President, Marketing, Lodha Group.​