MxMIndia

Category: MARKETING

  • Google has overtaken Apple to become the world's most valuable global brand in the 2014 BrandZTM Top 100 Most Valuable Global Brand ranking

    Google tops BrandZ TM Top 100 Most Valuable Global Brand ranking

    By A Correspondent

     

    Google has overtaken Apple to become the world’s most valuable global brand in the 2014 BrandZ TM Top 100 Most Valuable Global Brand ranking, worth $159 billion, an increase of 40 percent year on year.

     

    After three years at the top, Apple slipped to No 2 on the back of a20per cent decline in brand value, to $148 billion. Whilst Apple remains atop performing brand, there is a growing perception that it is nolonger redefining technology for consumers, reflected by a lack ofdramatic new product launches. The world’s leading B2B brand, IBM,held onto its No 3 position with a brand value of $108 billion.

     

    Nick Cooper, Managing Director of Millward Brown Optimor, commented on the number one brand, “Google has been hugely innovative in the last year with Google Glass, investments in artificial intelligence and amultitude of partnerships that see its Android operating system becoming embedded in other goods such as cars. All of this activitysends a very strong signal to consumers about what Google is about andit has coincided with a slowdown at Apple.”

     

    “This year’s index highlights the end of the recession, with a strong recovery in valuations and, for the first time, real growth acrosse very category and the Top 100 as a whole,” said David Roth, CEO of The Store, WPP. “What’s remarkable is the way that strong brands haveled the recovery. Seventy-one of the brands listed in our 2014 Top 100were there in 2008. Despite the financial turmoil and the digital disruption that have decimated many businesses during the last few years, these brands have remained in the ranking, proving the durability of strong brands.”

     

    The BrandZ Top 100 Most Valuable Global Brands study, commissioned byWPP and conducted by Millward Brown Optimor, is now in its ninth year.It is the only ranking that uses the views of potential and current buyers of a brand, alongside financial data, to calculate brandvalue. The ranking comes in advance of the maiden launch of BrandZ India Top 50 Most Valuable Brands, scheduled in August 2014.

     

    Prasun Basu, Managing Director Millward Brown South Asia, said, “The BrandZ ™ Top 100 ranking highlights the value of brand building increating a tangible impact on businesses and consumers. As a result,the ranking has become a benchmark for those organisations thatleverage their brands to add value to their businesses.”

     

    The combined value of the Global Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are worth $2.9trillion, an increase of 49per cent compared with the 2008 valuation, whichmarked the start of the banking and currency crisis.

     

    The BrandZ Top 10 Most Valuable Global Brands 2014 Rank 2014 includes Google at the No 1 spot, Apple at the second spot, IBM at 3, Microsoft at 4, McDonald’s at No 5, Coca-Cola at No. 6, Visa at 7, AT&T at 8, Marlboro at 9 and Amazon at the tenth spot.

     

    Key findings highlighted in this year’s research report include:

    – Share of Life: Successful brands such as Google (No 1 brand), Facebook, Twitter, Tencent and LinkedIn are more than just tools, they have become part of our lives. They offer new forms ofcommunication that absorb people’s attention and imagination, whilealso helping them organise the rest of their lives at the same time.To gain more of our mind-space, brands such as Tencent and Google areeven crossing categories. This trend also pushed No 1 Apparel brand Nike, a prime example of a brand seeking to become a share of life brand which offers services such as Nike+ that extend well beyond its functional raison d’etre.

     

    – Purpose beyond Profit: Brands in business for reasons beyond the bottom line have a better chance of success in today’s world. Forexample, Pampers, which promotes mother and baby health issues, is at No 39 in the ranking and grew its value by 10per centto $22.6 billion. Dove,which has continued to find huge success on the back of its “realwomen” philosophy, has a brand value of $4.8 billion.

     

    – Apparel fastest growing category:  The top 10 Apparel brands grew in value by 29per centto nearly $100 billion this year, outpacing Cars(up 17%) and Retail (up 16%). With brands such as Uniqlo, Nike and Adidas all recording double-digit increases in their valuation.

     

    – Technology service companies continue to climb: Not only are the top four brands technology companies,, but so too are many of this year’s biggest risers. This year’s fastest climber was leading Chinese internet brand Tencent, up 97% to $54 billion and the No 14 position,followed by Facebook which rose 68% to $36 billion and took the No 21spot. New brands in the Top 100 include Twitter at No 71 with a brandvalue of $14 billion and LinkedIn at No 78 worth $12 billion.

     

  • What IPL advertising badly needs is another shot of ZooZoo-like creative by many more brands

    Why hasn’t IPL blossomed into a marquee opportunity for creative agencies?

    By Shephali Bhatt

     

    One is a three-hour long football match; the other is a game of cricket played between various teams over a period of 45 days. One is a 48-year-old event, the other will conclude its seventh year in a couple of days. There’s absolutely no comparison between the US’ National Football League aka Super Bowl and controversy’s favourite child IPL (Indian Premier League).

     

    Yet, at some level, IPL is India’s answer to American Super Bowl. Purely basis the level of popularity that a single sport can enjoy in a country as diverse as theirs and ours. For marketers, these are two games that give them the golden chance of reaching out to a whole nation at once. Now would be a good time to throw in some numbers: Super Bowl XLVII had garnered 108 million viewers last year whereas IPL 6 registered 100 million viewers. This year, Super Bowl XLVIII was viewed by 112 million people on TV. Those figures are a strong testimony of why a 30-second spot for the game aired on 2 February was priced at $4 million. IPL and Super Bowl mirror each other in another aspect – there are natural breaks between the game, allowing marketers to sneak in their message. And that makes advertising around the two games supremely significant.

     

    There’s hardly any Super Bowl viewer who wouldn’t smile at the sight of a Budweiser Clydesdale or not get gooseflesh after watching Clint Eastwood in Chrysler’s ‘It’s halftime in America.’ Super Bowl ads are looked forward to as much as the game itself, if not more. Even the digital natives of our land keep scouting for Super Bowl ads during the first week of February. Why then have Indian advertisers not been able to create a similar buzz for advertising around IPL. The first year of IPL witnessed the birth of ZooZoos, a character Vodafone created specifically for the game. Post ZooZoos, one hasn’t seen any brand going an extra mile to produce an iconic piece of communication solely for an IPL season. It’s not that the ROI is weak, the numbers are for everyone to see. To add to that, IPL is one sport event that makes for family viewing.

     

    “People still remember the Max New York Life ad we released during IPL-1 (the one where a wife enters her house frantically looking for her husband Sanju, only to find him lying on a recliner in the balcony and assuming he’s dead). I don’t think it would’ve had this huge an impact on the audience had it not been released during IPL,” recounts Satbir Singh, CCO and managing partner of Havas Worldwide (India), the then agency for Max Life.

     

    What’s amiss is perhaps the euphoria among the advertisers and agencies to use this event as an opportunity to showcase their best. Time is not really a hindrance here as opposed to the regular assignments. “The slots are booked 6-7 months in advance so the agencies have enough time at hand to create outstanding ads,” states Rohit Gupta, president of MSM (Set Max and Sony Six are official broadcast partners for IPL). One thing that Stuart Elliott, ad columnist with The New York Times, observed during Super Bowl this year was that brands were releasing their ads online, days before the game. Good way of creating build up rather than keeping the suspense like the previous years. As a result, the social mentions had a marked rise – multiple Facebook shares and Twitter allowed the hashtags to thrive a lot longer than two hours post the game.

     

    Maybe there’s a lesson for Indian advertisers who fail to release their ads in time even when they have a full 45 days to leverage on. “Brands releasing their ads when IPL is 15 days into the game has become a norm now. Delay doesn’t do anyone any good,” T Gangadhar, MD of MEC India points out.

     

    To keep the creative fresh and unique year-on- year is a challenge, says Ronita Mitra, SVP – brand communication and insights at Vodafone India. Yet they’ve been trying to do distinctive activities on-ground which includes enabling people to nominate their fan friends and give them a chance to meet the winning captain. What would make a brand stand apart though is not offers, for there will be a dozen other brands doing the same. What IPL advertising badly needs is another shot of ZooZoo-like creative by many more brands. If IPL is India’s answer to Super Bowl, it’s only fair that advertising around it match up.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The company has unveiled a new campaign with the underlying theme 'Idea: Khushiyon Ka Rangmanch'

    CenturyPly leans on ‘Khushiyon Ka Rangmanch’ credo to deliver new proposition

    By A Correspondent

     

    CenturyPly has undergone a brand restructuring exercise and also unveiled a new brand philosophy. The company has unveiled a new campaign with the underlying theme ‘Idea: Khushiyon Ka Rangmanch’.

     

    CenturyPly is not just into creating commodities, but is in the business of creating spaces and home solutions through its products – plywood, laminates and veneers – surfaces which are witness to everyday moments of joy and happiness. The theme revolves around the premise that it’s these surfaces that bring people together; a stage where life’s happy moments play out.

     

    Mr Amit Gope – Head, Marketing, CenturyPly said, “We found this concept to be extremely strong, unique and with a potential to remain relevant for a long time. More than that, it was something that was meeting our objectives in the best possible manner.”

     

    Sonal Dabral
    Sonal Dabral

    Sonal Dabral – Chairman & Chief Creative Officer, DDB Mudra Group affirmed, “Devoid of any sharp ideas, the plywood advertising landscape has been fuzzy to say the least. We decided it was time for a respected brand like CenturyPly to speak like a leader and elevate the category to the next level. Nana Patekar’s brilliance needs no mention. We were fortunate that he agreed to be a part of this project. I’m certain the audience will love him as the voice of our conscience provoking us to take a fresh look at our furniture we take for granted every day.”

     

     

    Rajiv Sabnis

    Rajiv Sabnis – President, DDB Mudra West said, “Khusiyon ka Rangmanch is an idea that is a take on life, from the point-of-view of the furniture. If all inanimate objects had a life of their own, and could see the world around them, then they would see themselves at the centre of a family life. Then furniture could see the joys, the bonding, the celebration, the success, the romance, the love, the gossip and many other emotions that a family goes through in the course of their life together. Furniture is a mute spectator today, but if it had emotions, it would believe that the family comes together around the various pieces of furniture which make a home. Nana Patekar embodies the conscience of the furniture that provides a platform for emotions to play out. This campaign is a tribute to furniture, hence Century Ply, and the centre stage role it plays in bringing and keeping families together.”

     

    The campaign is a multimedia campaign across the mediums of TV, print, outdoor, digital and on ground. It goes on air this week.

     

  • The account will be handled by RAPP India's Gurgaon office

    V-Guard hands over digital biz mandate to RAPP India

    By A Correspondent

     

    Consumer electrical and electronics company V-Guard has appointed RAPP India as its digital agency on record. RAPP India’s mandate will be to plan strategic initiatives for V-Guard on digital while managing its end-to-end digital and social media presence.

     

    The account will be handled by RAPP India’s Gurgaon office.

     

    V-Guard is synonymous with voltage stabilizers and has diversified to have a wide range of products like stabilizers for air conditioners, digital UPS, different kinds of heaters, pumps, cables, induction cook-top & fans. With over 250 distributors and service centres and more than 10,000 retailers serving the needs of over 50 million customers, V-Guard Industries is a household name in India.

     

    On winning the account, Venkat Mallik, President, RAPP India, said, “What excites us about V-Guard is the team’s vision and leadership in the consumer electronics category. We’re absolutely thrilled to partner with them in their journey towards becoming a company with a highly diversified portfolio and national presence. Digital will play a huge role in this journey. The mandate for us is to make this category exciting for consumers. Digital can help us do this while we continue to build on V-Guard’s leadership position.”

     

    Commenting on the association, Nandagopal Nair, Head – Corporate Communications, said, “V-Guard is in the process of building its digital ecosystem for the brand; it was important to align with an agency who understands the complexities and challenges of the brand as well as the environment we operate in. RAPP brings a sharp, insightful digital thinking which would help build the V-Guard brand in the digital space and partner us in this journey. RAPP was able to demonstrate their capability with a well thought through, cohesive strategy on what the brand needs to do in a laddered manner in the digital environment.”

     

  • With a new focus and strategic roadmap in place, Baskin Robbins is looking at deepening its reach across the Indian market

    Thoughtblurb unveils summer campaign for Baskin Robins

    By a correspondent

     

    Baskin Robbins has unveiled ‘The Big Chill’ campaign that has been executed by their creative agency, thoughtblurb.

     

    Commenting on the campaign, Vinod Kunj, Managing Partner, thoughtblurb, said, “While most ice cream brands tend to build campaigns around the summer season, our intention was to up the ante and get Baskin Robbins to ‘own the season’ with its premium quality ice creams. ‘The Big Chill’ campaign has done just that. Keeping the core attributes of the brand in mind, the creative rendition exudes a sense of fun, coolness and charm. We consciously used the settings of a chilled out holiday to capture the mood of the season.”

     

    With a new focus and strategic roadmap in place, Baskin Robbins is looking at deepening its reach across the Indian market. Although the category has become more competitive with new international players joining the race in the last few years, Baskin Robbins legacy in the Indian market is an added advantage to the company.

     

    Adding to the new rise of the brand, Sanjay Coutinho, CEO Graviss Foods, said, “The key focus is to re-energize the brand and re-build its appeal in the market. I strongly believe the brand has tremendous potential and all it needs is intelligent communication to drive the right messages to our target audience. With thoughtblurb as our creative partners, I share a strong sense of confidence in their capability to help our brand move to the next level. Summer is a critical time of the year and every player in the category looks at getting the maximum traction.”

     

    Adding further he said, “The focus for us this year was a bit different. We aimed to complement the joy of summer by enabling our customers to enjoy the season with our wide range of flavors and products. I am glad the campaign has boosted our performance in the market. Baskin Robbins enjoys a very strong brand preference and we will continue the innovation funnel to offer newer products and offerings to our discerning consumers.”

     

  • The account will be handled by the agency's Mumbai branch

    Metal wins mandate of Medimix Soap

    By A Correspondent

     

    Metal Communication has been appointed as the creative AoR for India’s largest selling ayurvedic soap and personal care brand Medimix, the flagship brand of Cholayil Pvt. Ltd. The account will be handled by the agency’s Mumbai branch.

     

    Metal Communication will provide brand positioning and advertising support for the brand. The scope of the assignment will cover TV, print, digital, video and out-of-home. Medimix has a range of products under its umbrella including soap in four variants, face wash, talc, with a slew of new launches being planned in the year ahead.

     

    Commenting on this development, VS Pradeep, Managing Director, Cholayil Pvt. Ltd. said, “Given our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Metal Communications. We liked their breakthrough approach, the quick understanding of the category and our brand that they demonstrated. Metal offers a younger, fresher perspective. And we believe they can partner us very well in our effort to reach our intended audience in the most effective and integrated way.”

     

    Kurien Mathews, Chairman & MD, Metal shared, “Medimix is one of India’s heritage brands with a long legacy. Naturally, we are delighted with this new win. Given the ambitious plans Cholayil has going forward not just building the brand in India but also extending its franchise in global markets, makes it even more exciting and challenging. We are confident of building on solid foundations of the Medimix brand and taking it to greater heights.”

     

    Cholayil has very aggressive plans in the personal care market and is looking at building on its already strong equity in the Indian market besides the four southern states. Further, the Medimix brand has been very well received in markets like Taiwan, South Korea and the Middle East. The company is now looking at foraying into the North American market.

     

  • The campaign highlights Axis Bank's journey as a customer centric bank

    Axis gets Deepika Padukone to take its brand philosophy ahead

    By A Correspondent

     

    Axis Bank has announced the launch of the third phase of its advertising campaign around its brand philosophy of ‘Badhti ka naam zindagi…’ or ‘Progress On’. With a new cut on the philosophy articulated as ‘Badhne ke kai naam hai…’,the bank, for the first time in its evolution has got associated with a celebrity and has announced Deepika Padukone as its brand ambassador.

     

    The campaign, that has been designed by Lowe Lintas revolves around the thought that progress has many dimensions and talks about the ‘holistic’ nature of progress and highlights Axis Bank’s journey as a customer centric bank. The new campaign has been directed by ad film director Gauri Shinde.

     

    Speaking on the launch of the campaign, Rajiv Anand, President – Retail Banking, Axis Bank said, “The new film takes our brand positioning of Badhti ka naam zindagi… or Progress On… ahead. The campaign is based on the insight that Progress means different things to different people and can also be defined differently for the same individual at different times. This insight is captured in our new communication which brings to life the ubiquitous and multidimensional nature of progress.”

     

    Arun Iyer, National Creative Director, Lowe Lintas and Partners said, “Badhti ka Naam Zindagi’ or ‘Progress on’ is the essence of brand Axis. In our earlier campaigns, we have explored this philosophy from various angles, be it an individual’s progress or the progress of the collective. The objective this year was to explore a new dimension of progress while showcasing the range of products, which brings us to the idea behind the campaign ‘Progress has many meanings’. It is not just material but also emotional and personal. While growing monetarily is important but it is also important to have value-system in place and that’s the whole thinking behind the philosophy of ‘Badhti ka Naam Zindagi’.”

     

    About Axis Bank

    Axis Bank is the third largest private sector bank in India. Axis Bank offers the entire spectrum of services to customer segments covering Large and Mid-Corporates, SME, Agriculture and Retail Businesses.

     

    With its 2,402 domestic branches (including extension counters) and 12,922 ATMs across the country, as on 31st March 2014, the network of Axis Bank spreads across 1,636 cities and towns, enabling the Bank to reach out to a large cross-section of customers with an array of products and services. The Bank also has overseas offices in UK, Singapore, Hong Kong, Shanghai, Colombo, Dubai and Abu Dhabi.

     

    The Bank’s website www.axisbank.com offers comprehensive details about its products and services.

     

    For further information please contact:

    Axis Bank Index PR
    Suresh Warrier | Parminder Panesar

    +91 22 2425 5601 | +91 22 2425 5619

    suresh.warrier@axisbank.com  parminder.panesar@axisbank.com

    		 Tayyab Imadi | Shruti Muddup

    +91 99672 12492 | +91 98206 51056

    tayyab@indexpr.in | shruti@indexpr.in

     

     

     

  • The digital campaign by Webitude aims at engaging with audiences via new age media

    CenturyPly takes an aggressive route for digital campaign

    By A Correspondent

     

    CenturyPly has launched its first ever interactive digital campaign ‘Khushiyon Ka Rangmanch’ on the digital platform. For the first time, CenturyPly has launched an aggressive digital campaign before a TV campaign, where the brand has launched a consumer friendly website, responsive with rich imagery and application based to create excitement amongst consumers. CenturyPly is also the first one within this product category to have come up with an aggressive digital campaign

     

    CenturyPly operates in a category that is only 30 per cent organized, since the last six years the brands key communications and positioning have been via TV campaigns highlighting the core functional benefits of strength and durability of CenturyPly products. For the first time the brand has stepped into the digital zone for engaging with their target audiences and consumers.

     

    “We were thrilled to create and run the first-ever digital campaign for CenturyPly, because the product segment is very challenging and unique. But witnessing the digital revolution in India in all segments & verticals, we understand this was the right time for CenturyPly to step into the digital world and connect with the target audiences. To engage and create a successful digital campaign for a heritage brand like CenturyPly, conviction in the brand’s philosophy and an innovative approach was required. We are extremely thankful to CenturyPly for their faith in us and giving us this opportunity,” said Santosh Kumar, Co-founder, Webitude (A part of Digital Quotient).

     

    “Given the greater than before internet penetration, businesses are increasingly shifting their attention from the traditional marketing media to digital media. We were looking for an agency that understands our objective and can communicate the same across various digital platforms. We really liked team’s understanding of the brand and the Digital landscape”, said Amit Gope, Head of Marketing, CenturyPly India.

     

  • Sector growth declines to 8% in 2013 from 32% in 2012, now awaits revival

    After much decline, now Retail awaits ‘achche din’

    By Writankar Mukherjee & Sagar Malviya

     

    Modern retail for consumer products slumped to its slowest ever sales growth as retailers shut stores, consumers cut back on discretionary items sold by supermarkets amid an economic slump and a fizzling out of the much-anticipated surge in FDI because of burdensome conditions.

     

    The segment, which accounts for 7% of total sales, grew 8% in 2013, a sharp fall from 32% growth in 2012, according to market researcher Nielsen. In comparison, grocers, which contributed 72% to overall FMCG sales, grew 9%. Even chemists and other channels such as paanwallahs grew faster than modern trade despite having a higher base.

     

    Nielsen said this was the first time modern trade slowed below double digits, with expansion plans being put on hold also contributing to the effect.

     

    Inaction over FDI policy made way for retail downturn 3 years ago

    “Most retailers went in for major store count expansion initially to capture higher market share so that they could look attractive to foreign operators and get higher valuation from them,” said Ruchi Sally, director at boutique retail consultancy Elargir Solutions. “However, this impacted profitability as major retailers had B2B background and little experience in a customer-centric industry such as retail. Hence, they had to scale down, especially when the FDI environment was uncertain.”

     

    Tesco is the only foreign supermarket chain that is investing in India, through a joint venture with the Tata Group’s Trent Hypermarket. Apart from stringent terms attached to the policy, not all states allow FDI in multi-brand retail and the ruling BJP is not in favour of liberalisation of the sector.

     

    Future Group CEO Kishore Biyani said the slower rate of growth is because of expansion being stalled in food and grocery retailing due to consolidation by the leading firms. He expects things to improve though.

     

    “Strong growth is recorded from this quarter, which will trigger back growth generated from modern retail to FMCG sales,” Biyani said. Meanwhile, the new Narendra Modi government is seeking to revive the wider economy, holding out the prospect of consumers opening up their wallets a little more. The downturn for supermarkets began more than three years ago as government inaction over FDI policy dented retailers’ confidence. Most of them, weighed down by heavy losses, were waiting to sell off stakes to global players.

     

    “With a sense of uncertainty in the retail sector where regulations are concerned, many major operators have put expansion plans on hold,” said Vijay Udasi and Vikram Dhunta of Nielsen India, who authored the study.

     

    “Shoppers have pulled back on the number of visits they are making to modern retail stores, downgrading from 2.5 trips per month to about 1.5 in 2013.”

     

    This forced several retailers to freeze or slow down expansion plans and in some cases shut unprofitable stores.

     

    For instance, Future Group cut down its standalone Food Bazaar store count to 24 outlets as of March 2014 from 43 nearly two years ago. Bharti Retail, after opening more than 140 stores mostly during 2008-11, added just 60 more in the next three years. Reliance Retail, now the largest retailer in the country with 718 value format stores, shut more than 42 outlets last fiscal. Spencer’s Retail closed several unviable stores in 2012 and also exited the west, whereby its total trading area fell to 8.9 lakh sq ft in April 2013 from 10 lakh square feet in April 2012. In 2013-14, it added nine new stores to bring its current trading area to 10.5 lakh sq ft.

     

    Nielsen’s numbers reflects this- the modern trade universe in India grew merely 0.4% with a sales volume decline of 2.2% in 2013.

     

    Footfalls were low in modern retail last year compared with the previous few years, which had an impact on consumption, said Chitranjan Dar, ITC divisional chief executive (foods). ITC said in its annual result announcement recently that categories involving higher discretionary spends or with relatively high penetration levels were impacted the most last fiscal, as was the trend of premiumisation in most major categories. A senior official at a leading food and grocery retailer said premiumisation had been a major growth driver of food and grocery retailing and the hit on this added to the slump.

     

    To be fair, several smaller brands rode modern trade to grow their business piggybacking on pan-India reach. For instance, Murtaza Mala, partner at Mala’s Fruit Products that sells jams and squashes, said his company has grown 10 times in the past six years thanks to large supermarkets. “Visibility at modern stores for our products also helped brand recall at kirana stores. While there is a higher margin pressure at modern trade, we can consider it as a marketing cost for our overall business,” said Mala.

     

    At the same time, most consumer goods companies recruited more grocers across urban and rural India. Distribution was another key lever utilised by the top 10 companies allowing them to expand distribution in both urban and rural centres. In rural areas, they added about 1.8 lakh outlets collectively, said the Nielsen report.

     

    Despite retailers’ cost-cutting efforts, India’s top 10 food retailers are estimated to have accumulated losses worth $2.20 billion in the fiscal year ended March 2014, according to a report by ratings agency Crisil.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Lay's will be bringing forward the global campaign with international football superstar Messi in India

    Lay’s unveils biggest global integrated mktng campaign

    By a correspondent

     

    PepsiCo’s Global Snacks Group has unveiled its biggest worldwide, integrated marketing campaign ever. The campaign features international football superstar, Leo Messi, on millions of Lay’s packages, including 50 million bags in India, as part of a multi-dimensional effort that includes television advertising, and out-of-home, digital, in-store and point-of-sale executions.

     

    This global campaign, which will be executed across more than 60 countries, is a direct result of PepsiCo’s ability to leverage its size and scale to improve the impact and efficiencies of local advertising to tell equity-building brand stories on a mass scale.

     

    Lay’s will be bringing forward the global campaign with international football superstar Messi in India, beginning with a master brand commercial that will be aired on YouTube, starting June 12, 2014. Lay’s will also be activating a Mega Consumer Engagement program led by 3 New Flavours called ‘Football Favorites’, that kick starts with a television commercial (TVC) starting June 20, 2014. These new flavours, along with core flavours of Lay’s, will provide soccer fans an opportunity to watch Messi in live action.

     

    The master brand commercial and centerpiece of the campaign “Messi Photo,” was shot over the course of three days in Rio De Janeiro, Brazil, and Barcelona, Spain. With the great taste of Lay’s potato chips at the center, the commercial builds off the insight that people enjoy pinching a Lay’s chip whenever they are near one. “Messi Photo” shows that not even a world-class footballer can avoid his fans’ fingers.

     

    “We are proud to deliver the first-ever global equity integrated marketing campaign for Lay’s using the universally beloved game of football as our backdrop,” shared Lorraine Chow Hansen, president, PepsiCo Global Snacks Group.

     

    “As a leading macrosnack brand around the world, Lay’s now has a fantastic program that will maximize our brand message throughout globe,” she said.

     

    Vidur Vyas, Senior Director – Foods Marketing, PepsiCo India said, “Our global campaign with international football superstar Messi offers consumers an exciting opportunity to engage with the brand. True to tradition, the launch of new Football Favourite flavours will offer taste delight, international flavour appeal and the excitement of getting a chance to watch Messi play live.”

     

    Messi will also appear in a commercial for Pepsi and Lay’s – PepsiCo’s two global flagship brands that are both activating football programs in 2014.The commercial is the biggest global marketing initiative to feature both Pepsi and Lay’s products, and with football as a driver of awareness for PepsiCo’s food and beverage brands around the world, this campaign reflects PepsiCo’s broader strategy to combine the power of global brands, showcasing them better, together.

     

  • CARE India is a national development organization that works towards the empowerment of women and girls from the poor and marginalized communities to overcome poverty, exclusion and social injustice

    Magnon\TBWA bolsters digital initiatives of CARE India

    By A Correspondent

     

    Magnon\TBWA, in association with CARE India, recently launched a series of digital campaigns aimed at generating sustained awareness at a national level to create social consciousness and propel supporters to be the agents of change in the country.

     

    CARE India is a national development organization that works towards the empowerment of women and girls from the poor and marginalized communities to overcome poverty, exclusion and social injustice. Magnon\TBWA is CARE India’s agency of record since December 2013.

     

    ‘CARE India, Change India’, one of the awareness campaigns, was recently launched widely via social media channels and supported by a digital push through paid and owned media. The campaign serves as a catalyst to help transform the lives of women in both, rural and urban areas with the goal of growing CARE India’s supporter base that will provide their time, effort and resources to the cause.

     

    “We at Magnon\TBWA, truly believe that each individual has the capacity to contribute and play a major role in building a more socially secure, resilient and cohesive environment for women,” said Vineet Bajpai, CEO of TBWA\Group India. “True to our value proposition, our team of creative designers, social media experts, and media planners are successfully seeding a wave of change and driving momentum across the nation.”

     

    ‘She Means Business’, another targeted campaign in the series, highlights the concerns around gender equality in both the domestic and business environment.

     

    “Our integrated, digital marketing initiatives are designed to create a ripple effect within the digital space by highlighting the necessity of transforming gender roles and promoting gender equality across communities,” said Bajpai.

     

    The multi-platform, digital campaign developed by Magnon\TBWA will build momentum by steering supporters and donors towards a sustained commitment to the cause. On Facebook, Twitter and YouTube, users can hashtag ‘IAmCommitted’ to show their support and commit regular donations each month to help bring about a positive change.

     

    Commenting on the partnership with Magnon\TBWA, Kaushik Mitra, Head – Marketing & Communications at CARE India said, “CARE has been working in India for more than sixty years in the fields of education, maternal and child health, livelihoods and disaster preparedness and response. It is important for us to build awareness, recognition and preference among a variety of audiences, especially for the youth who will lead the charge for tomorrow’s social change. Digital and social channels are therefore critical to connect and engage. Our partner, Magnon/TBWA, is helping us to successfully achieve our cause.”

     

  • This is the first time that Garnier Fructis has signed on a brand ambassador in India

    Alia Bhatt to endorse Garnier Fructis in India

    By a correspondent

     

    Haircare brand Garnier Fructis has announced actor Alia Bhatt as the new face of the brand in India. This is the first time that Garnier Fructis has signed on a brand ambassador in India. Alia Bhatt will feature in a series of campaigns for Garnier Fructis this year.

     

    Speaking about her association with the brand, Alia Bhatt said, “My hair is very important to me and I only trust Garnier Fructis which has always been my favorite shampoo. I love it’s fruity, long lasting fragrance and the way it leaves my hair feeling nourished and strong. The new Garnier Fructis shampoos & conditioners have been specially developed for Indian Hair. I hope every girl using Garnier Fructis benefits from it the way I have”.

     

    Commenting on Alia’s association with the brand, Rupika Raman, General Manager, Garnier said, “We’re very happy to welcome Alia on board as the face of Garnier Fructis. Her personality and energy finds great synergies with Garnier Fructis. No other brand is as synonymous with youth and vitality as Garnier Fructis. Alia brings both these qualities to the table with her talent and individuality.”