MxMIndia

Category: MARKETING

  • Arjun will play a pivotal role in the brand and product communication across media platforms

    Arjun Kapoor to endorse Male Grooming range for Philips

    By a correspondent

     

    Philips India has announced Arjun Kapoor as the brand ambassador for its Male Grooming business, which offers a range of grooming gadgets for men including trimmers, shavers and stylers. As the brand ambassador, Arjun will help take the style revolution that Philips India has started among the youth to the next level. He will also play a pivotal role in the brand and product communication across media platforms.

     

    Following this announcement, Philips India will also launch an extensive marketing campaign with Arjun Kapoor starting with a new television commercial being launched on July 10. The TVC is based on the core idea of making a style statement with your facial styling and will feature Arjun, who will endorse the Philips Male Grooming range. The TVC has been conceptualized and created by Ogilvy & Mather.

     

    Commenting on the introduction of Arjun Kapoor as the brand ambassador, ADA Ratnam, President, Consumer Lifestyle, Philips India, said, “Men’s grooming products are a key focus area of growth for Philips Consumer Lifestyle division in the country. Personal Care, specifically the male grooming portfolio, has been the fastest growing category for Philips in India. Arjun personifies everything that Philips Male Grooming stands for – Youth, style and confidence. Who better than him to endorse the male grooming product range that is designed to give the youth the power to be style icons in themselves.”

     

  • The Philip Capital campaign reflects the positive outlook in the stock market and urges investors to ride it

    Six Inches unveils OOH campaign for Philip Capital

    Philip Capital has launched an innovative OOH campaign titled ‘Talk to Philip’. With the improving domestic economic outlook, equity markets gaining positively and speculation the that markets would move higher in 2014 with enhanced corporate performance, supportive government in Delhi and healthy global growth the Philip Capital campaign reflects the positive outlook in the stock market and urges investors to ride it.

     

    Executed by Six Inches Communication, an integrated communication agency, the objective behind this campaign is to establish Phillip Capital as a trusted financial partner when it comes to investments. The campaign was conducted as the rising market is making investors positive and Philip Capital wanted to connect with them.

     

    The campaign looks different with its stunning visuals and highly appealing illustrations that convey a bull market. With minimal content, it appeals investors who intend to ride this bullish market. OOH is the only medium for this campaign as it has proved a right choice for Philip Capital in last two years.

     

    Vineet Bhatnagar, Country Head, Philip Capital said, “Our latest campaign brings out the positivity in the market and also reflects investors’ confidence. Besides, it also showcases Phillip Capital as a trusted advisor for investors. Over past 2 years, OOH medium has given good response and visibility to our brand. This time again we chose OOH for our latest campaign, needless to say the campaign overall feel also required a large format.”

     

  • From extra validity to more data and talk time, the campaign offers something attractive for its customers

    ‘Har Baar More’ says Tata Docomo’s new campaign

    By a correspondent

     

    Tata Docomo has launched its ‘Har Baar More’ campaign aimed at providing its customers an extra benefit with every plan and recharge. Tata Docomo 2G and 3G prepaid users will get something extra every time they choose to get their phone recharged. From extra validity to more data and talk time, the campaign offers something attractive for its customers.

     

    The campaign will cater to the existing and prospective customer base in combination with Stretch (more validity), Power (more validity or talk time), Combo (additional combo benefits) and Full Talk Time offers. All the customer has to do is dial 123 or visit a brand store to get details of the plan best suitable for them.

     

    ‘Har Baar More’ is the next step of the successful Open up campaign and is in line with attractive offers such as full talk time, unlimited 3G and 1 paisa/sec by Tata Docomo in the past. To penetrate the message, Tata Docomo has also launched three quirky television spots emphasizing on the attraction of getting something more out of day-to-day situations.

     

  • While the new commercial carries forward the core brand promise of younger looking skin, there is a social message that is weaved in as well

    FCB Ulka essays core brand promise via new TVC for Santoor

    By A Correspondent

     

    FCB Ulka has unveiled a new campaign for Santoor, the flagship brand of Wipro Enterprises Ltd. that showcases a different facet of the Santoor woman’s personality. The spotlight is on her desire to be more than just a beautiful face and make a real difference to her world. While the new commercial carries forward the core brand promise of younger looking skin, which has been the cornerstone of Santoor communication for over 25 years, there is a social message that is weaved in as well.

     

    The TVC conceptualised by FCB Ulka begins with the protagonist noticing some kids playing on their PSPs or video games in a basketball court. She is disappointed that kids today have forgotten to play real games and are completely hooked on to impersonal virtual games. The protagonist starts playing basketball herself and attracts the kids’ attention. The kids are sufficiently intrigued and leave their video games to join her. Two women onlookers who have been seeing this scene play out are in awe of the protagonist’s beauty and they mistake her for a college student who is encouraging kids to play a real game. They are completely taken aback when she eventually turns out to be a mother.

     

    Speaking about the campaign, Dennis Koshy, Vice President – FCB Ulka, Bangalore, said “The Santoor woman is not just beautiful. She is intelligent, confident and can make a difference to the world around her. The insight that kids play more virtual games than real games these days was used to build a context to communicate this, without letting go of any of the core brand properties”.

     

    On the execution, Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, said “It was the right time for Santoor to celebrate a new celebrity – the Woman. We thought we give her a slightly more social role without getting out of the beauty space in terms of the narrative.”

     

  • Amul has become the Official Sponsor of the Indian team in the category of Dairy products

    Amul to sponsor 2014 Commonwealth & Asian Games

    By A Correspondent

     

    Amul has announced its sponsorship of the Indian contingents to the Glasgow 2014 Commonwealth Games and Asian Games, Incheon, South Korea by signing a MoU with the Indian Olympic Association. The MoU was signed by Shri Rajeev Mehta, Secretary General, IOA and Shri R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (Amul) in a function graced by Shri Rakesh Gupta, Joint Secretary and Anil Khanna, Treasurer, Indian Olympic Association.

     

    Amul has become the Official Sponsor of the Indian team in the category of Dairy products.

     

    R S Sodhi

    Announcing Amul’s support for the Indian contingent to both these prestigious sporting events, R S Sodhi, Managing Director GCMMF said “Amul is committed to strengthening the support to sports in various forms and encourage young generation from all corners of the country to take up sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the XX Commonwealth Games and the XVII Asian Games.”

     

    Explaining the rationale of this association, he said that milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Amul has embarked upon an “Eat Milk with Every Meal” campaign to highlight the importance of milk and dairy products like cheese, yogurt, butter, ghee, paneer etc. in the daily diet. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand. Further, he said that this association and activities around it will help in engaging the kids and youth so that they can enjoy a healthy life.

     

    Amul has associated with sports events like football, Cricket World Cup and Formula 1 to engage the youth. Sodhi mentioned that the Amul had sponsored the Indian contingent to the London Olympic Games in 2012 which was India’s most successful Olympics. With the kind of investments made by our country to select, nurture and train the best athletes, we are confident that Indian contingents  to the forthcoming Commonwealth and Asian Games will deliver their best ever performances and make our country proud.

     

    Lauding Amul’s support to the Indian Olympic contingent, Shri Rajeev Mehta, Secretary General, IOA said “This support to the Indian sports will go a long way and further strengthen the bond between Amul and IOA and leave a longer lasting impact on the sports lovers and sports persons”.

     

    Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.

     

    The XX Commonwealth Games will be held at Glasgow, Scotland from July 23 to August 3 and the XVII Asian Games scheduled to be held at Incheon, South Korea from 19th Sept- 4th October, 2014.

     

  • Mercedes-Benz India to reach-out to newer target groups with the CLA 45 AMG campaign introducing the AMG brand to a younger & aspirational Indian audience

    ‘Ah My God’, says Mercedes-Benz as it unveils first ever India specific campaign

    By A Correspondent

     

    On the eve of the launch of its compact sedan – CLA 45 AMG – next week, luxury car maker Mercedes-Benz India has announced the launch of its ‘Ah My God’ communication campaign in India. The highlight of this campaign, conceptualised by Creativeland Asia, is that it is the first ever India specific TVC that has been launched by Mercedes-Benz.

     

    Globally AMG is synonymous with high performance motoring and cutting edge technological innovations. In India, the AMG brand has an impeccable stature for introducing high performance cars and enjoys immense popularity among customers, auto aficionados and motoring enthusiasts.

     

    With the launch of the new CLA 45 AMG, the brand intends to open up to new target groups and reach out to more people. In order to connect with a larger audience, “AMG” brand is being communicated in a simple and relevant manner. This communication has been done by connecting AMG with a creative expression- ‘Ah My God”. This is the strong feeling that current owners or brand enthusiasts get when they get inside an AMG car.

     

    ‘The Ah My God’ communication has been coined to capture the indescribable feeling of driving the car. The communication starts with a TV commercial where viewers are asked, ‘When was the last time you felt something you just couldn’t put into words? This feeling is further drawn parallel by getting behind the wheel of an AMG. It is this indescribable feeling which is put in words, through the expression - Ah My God!

     

    Eberhard Kern, Managing Director & CEO, Mercedes-Benz India commented, “The success of our New Generation Cars in India only gives us more reason to believe that, the CLA 45 AMG will fascinate our young customer groups. With this launch, Mercedes-Benz will be pioneering the ‘Compact Performance Sedan’ segment in India, similar to the introduction of ‘Compact Luxury’ in India. As the CLA 45 AMG will reach out to a whole new young customer group, we are launching the ‘Ah My God’ campaign which includes the first-ever India specific TV Commercial. The excitement and buzz already generated in the digital space even before the car’s India launch, is a testimony of the inherent strength of brand AMG and the bright prospect of the CLA 45 AMG.”

     

    Sajan Raj Kurup

    Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, commented, “Ah My God’ is a simple yet self-explanatory expression we have used to deliver the power of the CLA 45 AMG. We are excited to have been able to create the first ever TV commercial of Mercedes-Benz produced in India.”

     

  • LinTeractive would be offering a host of solutions including creation of a new website, SEO, SEM, etc

    LinTeractive wins digital marketing responsibilities for Saint-Gobain Gyproc

    By a correspondent

     

    Saint-Gobain Gyproc India, which manufactures an extensive range of Gypsum boards and plasters systems and solutions for partitions, wall panels, ceilings and internal wall linings has announced the appointment of LinTeractive as its digital AoR.

     

    Gyproc has been working with Lowe Lintas as its creative agency for some time now and found it fitting to pass on the digital mandate to the agency’s digital arm, LinTeractive. LinTeractive would be offering the following suite of services to Saint-Gobain Gyproc India Ltd. including creation of a new website, SEO, SEM, Digital Media Planning & Buying, Social media marketing and Digital campaign creation.

     

    On choosing LinTeractive as its digital agency, NE Subramanian, Head of Marketing at Saint-Gobain Gyproc India Ltd. said, “The choice of LinTeractive was influenced by the fact that it is a partnership with Gyproc’s ATL agency (Lowe Lintas). This was seen as an important factor in ensuring the work across mediums was integrated and spoke the same language to the consumer.”

     

    Adding further on the partnership, Subramanian said that the teams handling Gyproc across both agencies, LinTeractive and Lowe Lintas, are working closely to ensure that the brand message is being delivered seamlessly. “This includes creating a 360 degree campaign for Gyproc where the mass media work creates awareness and leads consumers to the Gyproc website where they are given more specific information that helps them in their decision-making journey. The campaign has been developed with this on and offline interaction as the focal point, making the partnership with LinTeractive integral to its success,” noted Subramanian.

     

    Vikas Mehta

    Commenting on the association with Gyproc, Vikas Mehta, CMO – Lowe Lintas + Partners & Head of LinTeractive said, “Gyproc is another great opportunity for us to build a seamless brand story on and offline. It’s tempting to assume that a category like gypsum boards should be largely B2B and hence boring. We believe Gyproc has the potential to move the conversation from Gypsum boards to great-looking-ceilings. We are delighted to partner Gyproc in the journey and look forward to playing a role in creating business success for the brand.”

     

    Gyproc India is part of the Euro €43 billion Saint-Gobain Group, the world’s leading manufacturer of ceilings, drywalls and gypsum plasters. The company is a pioneer in introducing lightweight interior construction practices in the Indian market, and its products and systems are the preferred choice of companies, builders, interior decorators and end consumers.

     

  • As the brand ambassador, KanganaRanaut will be featured in some of the promotional initiatives by Myntra.com, helping build a strong connect between the brand and its fans across the country

    Myntra brings onboard Kangana ‘Queen’ Ranaut as ambassador of DressBerry

    Myntra.com has brought on-board KanganaRanaut as its brand ambassador and the face for its fast fashion in-house brand DressBerry. With Ranaut’s recent run at the box office, Myntra saw Kangana as an ideal choice for endorsing its bold and stylish range of apparel and accessories.

     

    As the brand ambassador, KanganaRanaut will be featured in some of the promotional initiatives by Myntra.com, helping build a strong connect between the brand and its fans across the country.

     

    To begin with, Ranautwill be the face of a young, confident and fashionable brand ‘DressBerry’, dedicated to young women. Myntra launched DressBerry in 2013, and within a span of 15 months, it has gained commendable popularity, making it one of the largest selling women’s western wear brands on Myntra.com.

     

    Vikas Ahuja

    Speaking on the celebrity association, Vikas Ahuja, Chief Marketing Officer, Myntra said, “Myntra is a youth fashion brand, presenting the latest trends for men and women who are bold and stylish in the way they carry themselves. Just like KanganaRanaut. I believe this partnership will strengthen Myntra’s position as India’s preferred online fashion destination and will mark a new step in DressBerry’s evolution.”

     

    Myntra.com ventured into private brands in December 2012 and has since developed a strong portfolio of eight private brands including Roadster, HRX by HrithikRoshan, Sher Singh, Anouk, Kook N Keech and Mast &Harbour among others.

     

    Myntra.com also recently collaborated with the popular Bollywood actor Ranveer Singh for its in-house brand – ‘Roadster’ and Lisa Haydon as its brand ambassador.

     

  • The campaign will see Himalaya passively adopt dogs sheltered at CUPA and take care of their food, shelter, medicines and other needs

    Himalaya unveils digital campaign on pet adoption

    By a correspondent

     

    Through its campaign, Build a Bond, Himalaya Animal Health has partnered with CUPA (Compassion Unlimited Plus Action), Bangalore, India, to sensitize people towards pet adoption.

     

    The campaign will see Himalaya passively adopt dogs sheltered at CUPA and take care of their food, shelter, medicines and other needs.

     

    Praveen Kala, Business Head – Animal Health Division, The Himalaya Drug Company shared, “Unfortunately, animal welfare is seen as the poor cousin to human welfare. We understand that the scale of the problem is huge. Our campaign is just a start. We have to collectively address the issue. This year, we have partnered with CUPA in Bangalore. In the coming years, we are hopeful of partnering with organizations across India and changing attitudes towards issues like pet adoption.”

     

    Through an app on the Companion Care page on Facebook, Himalaya is urging people to come forward and take a “pledge” for animals. For every pledge, Himalaya contributes one rupee to the CUPA Second Chance Adoption Centre in Bangalore, India. The idea behind a pledge is to let users take action and show commitment to the cause.

     

    Added Kala, “These are long-term initiatives through which we hope to sensitize people towards animal welfare. Today, we can add our voice to a growing group of experts and advocates in the field and give momentum to various causes. By partnering with animal welfare organizations, animal lovers, influencers in print and social media, we hope to spread the word and bring issues to the forefront.”

     

  • PUMA will be supplying the club with match and training playing kits for not only the senior squad but for the club's junior squads well

    PUMA announces partnership with Bengaluru FC in India

    PUMA has announced their association with Bengaluru FC. PUMA will mark its foray into Indian football as the official kit sponsor for Bengaluru FC for the 2014/2015 I-League season. Also, PUMA will be supplying the club with match and training playing kits for not only the senior squad but for the club’s junior squads well.

     

    The playing kits will feature PUMA’s Dry Cell technology that incorporates highly functional materials to keep the players dry by superior moisture management which draw sweat away from skin, enabling quicker evaporation; contrast piping on the sides and ergonomic design for function as well as comfort.

     

    Talking about the association, Parth Jindal, CEO Bengaluru FC opined: “Bengaluru FC is very proud of this association. In many ways, BFC and PUMA have a lot in common – young, dynamic and growing brands. We look forward to providing our fan and players with the best the footballing world has to offer and through this alliance with Puma, we believe we are doing just that.”

     

    PUMA India MD, Rajiv Mehta said, “We are very excited to announce our first ever association with a football club in India and are even more excited to be associated with a club like Bengaluru FC. BFC is one of India’s best managed clubs and we look forward to growing bigger and better with them. With this association we hope to make waves in the Indian football world together.”

     

    Cementing its commitment to football, PUMA recently associated with international football club Arsenal and super star Mario Balotelli. With the new association with BFC, PUMA is firmly cementing itself as a serious player in the football world.”

     

  • Phase II shall see the 360 degree campaign blitzkrieg starting from today across TV, print, radio, outdoor to even cinema

    Phase 2 of ‘Honda is Honda’ takes flight

    By A Correspondent

     

    Honda Motorcycle and Scooter India Pvt. Ltd. has released its latest corporate campaign titled ‘Honda is Honda’.

     

    In Phase I, ‘Honda is Honda’ campaign was teased at various social sites and blogs from 14-18 July followed by the TV teaser which was on-air from 15-18th July. Phase II shall see the 360 degree campaign blitzkrieg starting from today across TV, print, radio, outdoor to even cinema. Engaging with his 10 million fans, Honda’s brand ambassador Akshay Kumar too is promoting the campaign through his social page.

     

    The new corporate campaign ‘Honda is Honda’ aims to unambiguously demonstrate that Honda is the partner of choice for Indian two-wheeler customers in pursuit of their dreams. The objective is also to firmly embed Honda’s Wings as the metaphor/symbol of HMSI’s commitment to enable people to achieve the lift they seek.

     

    The film shows an entire town intrigued by a spectacle taking shape high up in the sky. From little girls and boys to elderly men, rural women to global travellers, working professionals to monks, all are seen looking up to the sky. What catches their attention is divers diving out of two planes and hovering over the town.

     

    People are seen peeping out of windows, standing on terraces and coming together to watch the spectacle. One of them is Honda’s brand ambassador Akshay Kumar. The divers finally come together to form the Wing aerially. The spectators are thrilled to see Honda Wing high up in the clouds. As they ride on their respective motorcycle and scooter afterward, they too relate to the same feeling of ‘flying’. Akshay’s voice over at the end says, “Zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain” (When we take our feet off ground, we get our wings).

     

    YS Guleria, Vice President-Sales and Marketing, Honda Motorcycle & Scooter India Pvt. Ltd. said, “‘Honda is Honda’ is not just another campaign but an important one to announce the start of a New Era as ‘Only Honda in Indian two-wheeler industry’; Honda has unleashed Wave 2.0 of its business expansion. As its next move, Honda is strategically reinforcing its solo and empowered identity – the ‘Wings’ as it makes inroads into rural environs. ‘Honda is Honda’ is our most ambitious 360 degree campaign and the first ever launched from the digital platform followed by other media.”

     

    “In the second campaign, we wanted to establish clearly that this ride is not just a ride but a flight. It is interesting that when we ride a motorcycle or a scooter, we lift our feet off ground. When birds fly, they lift their feet off ground. The brand had this incredible symbol, which we hadn’t leveraged. So it all came together in ‘zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain’ Brand Honda gives an experience no other brand can,” said Titus Upputuru, NCD, Dentsu Marcom.

     

  • New TVC reflects the soul of Germany with a Heart of India

    Lufthansa unveils new TVC for Indian market

    Lufthansa Passenger Airlines has announced the launch of its first television commercial for the Indian market.India is the first and only Lufthansa market worldwide to have a local television commercial. Lufthansa is also the only international airline operating in India to launch a complete local television commercial for the Indian market.

     

    Reflecting the Soul of Germany, with a Heart of India, the new commercial from Lufthansa banks on the importance of family orientation in India and captures an endearing relationship of a grandfather and grandson to tell the story in a simple yet enticing way. The storyline set in Mumbai forms the landscape of the TVC and showcases the “Indian side” of the brand through a number of its product and service offering – Indian food, entertainment and Indian crew onboard. Unveiled under Lufthansa’s “Non Stop You” positioning, the new television commercial is delivered through the prism of Lufthansa’s “More Indian than you think” philosophy and aims to let the audiences discover the emotional and Indian side of the brand.

     

    Wolfgang Will, Director South Asia, Lufthansa, said, “Our presence in India of the last 50 years has given us an unparallel understanding of the needs of our customers and we are convinced to be able to play an important role in connecting our global customers with India and India with Europe and North America. We always evaluate our best products and services and introduce in India the ones we feel will be appreciated by our customers. We are sure the new commercial will help our Indian customers see the brand’s  “Indian” side and connect with the brand even more.”

     

    Sangeeta Sharma, Manager, Marketing & Communications, Lufthansa, said, “The brand Lufthansa is very strong in the Indian market in the rational space and is known for punctuality, precision, quality and efficiency. The brand has made huge progress towards embracing Indian culture & needs and adopting it in the way it delivers its products and services in the market. The new Lufthansa commercial for the Indian market clearly wanted to communicate best of both worlds – The Soul of Germany and Heart of India. In the new TVC, there is a playful intersection of traditional notions and the final pleasant discovery which has moments of warmth and delight as it unfolds. We want our audiences to see the “emotional side” of the brand and realize that there is an ‘Indian You” in Nonstop You and communicate that Lufthansa is actually more Indian than they think. The new commercial brings alive a story that at the end has an element of discovering something new and pleasant, over a more traditional perception.”

     

    The new TVC will be aired on various communication platforms including English news, movies, infotainment, biz news channels as well as Hindi movies, blockbuster movies and reality shows on mass channels. The new commercial will also be promoted on various digital spaces, cinema halls along with the print advertisement to give multi-media launch impact in cities including Delhi NCT, Mumbai, Bangalore, Chennai, Pune, Indore, Chandigarh, Ahmedabad, and Vadodara. The launch is also supported by online video, banners and a microsite.