MxMIndia

Category: MARKETING

  • Integrated platform for mining data for real-time audience-marketing intelligence

    Audience Marketing Platform – arQ unveiled by Digital Quotient

    By A Correspondent

     

    Digital Quotient, a leading data-driven social and mobile marketing firm has announced the launch of arQ, a path-breaking audience-marketing platform that analyzes integrated data from various sources and creates real-time actionable audience marketing intelligence. In the current digital ecosystem, a user connected 24×7 on the go receives around 10,000 marketing messages in a day and on an average the attention span is merely 5 seconds. Custom-content is the only way to break the clutter and connect with audiences. arQ’s audience marketing intelligence helps marketers to create customized digital user experiences. The marketing intelligence derived from arQ can be integrated across multiple mediums – social, mobile, web and video, ensuring maximum impact and ROI.

     

    The key differentiator for arQ is its holistic analysis and transformation of gathered data into real-time unique audience buckets. These buckets enable marketers to segregate the target audience and reach out to them with the right message at the right time. This approach eliminates all the guesswork and media spillover of the traditional digital marketing approach based on inventory.

     

    Vinish Kathuria, COO, Digital Quotient (DQ) shared, “In a world where consumers are using multiple devices and are flooded with endless choices, it is not surprising to note increasing spends on digital advertising by brands. There is a paradigm shift occurring in the digital marketing world which now demands customized marketing experiences not functioning in silos but integrated across multiple platforms. At Digital Quotient, we are committed to improve the user-experience across multiple mediums by focusing on the audience rather than inventory. arQ promises to translate online user behaviour into actionable intelligence for marketers. Thus, helping marketers to make the most effective business decisions and strategies by incurring the minimum cost.”

     

    With the launch of arQ, Digital Quotient focuses on an audience-first approach in all marketing strategies. arQ aims at reducing the time and effort required by marketers to deliver impactful, functional and engaging user experience which converts a user into consumer. In a complex and crowded Digital ecosystem this turns out to be a rather pressing need for most CMOs and marketers. arQ not only provides to run cross channel campaigns,  but also enables real-time bidding and audience buckets from which a marketer can find its most relevant target audience and reach out to them bang on time.

     

  • The aim is to win hearts of the youth and become their most loved smartphone brand

    FCB executes new campaign for Obi Mobiles

    By A Correspondent

     

    FCB Ulka has crafted a new campaign for latest entrant in the smartphone market, Obi Mobiles. OBI Mobiles has ambitious plans for India and are looking at leadership position by being a one-of-a-kind smartphone player. Their aim is to win hearts of the youth and become their most loved smartphone brand.

     

    Ajay Sharma, CEO, Obi Mobiles, said, “In a market cluttered with innumerable brands offering the latest in technology, the challenge for us was to find a unique space for ourselves. While everyone is selling features we decided to create a brand the youth can relate to. With this objective in mind the current campaign projects Obi as the brand which is out there to celebrate individuality, without ever being judgemental.”

     

    If you look at mobile communication today it is largely focussed on features and product usage. Hence, Obi decided to break out of the template and let people make their own choice without being preachy. And with this in mind, FCB Ulka came up with the brand thought “Whoever you are“. A philosophy that illustrates how Obi celebrates every individual, as he/she is. And to bring it alive, FCB Ulka has created two brand films with a unique creative device. The films show people with animal heads. Why animals? Animals are simple to understand, honest, fun and always real. They don’t wear masks, they are who they are. So they were a natural fit.

     

    In one of the films, the protagonist is a black sheep of the family. A little different from the others. He does not try to fit with the crowd but acts himself around people. Instead of being bogged down, he is comfortable in his own skin of a black sheep.

     

    In the second film, the protagonist is a chameleon at her work place. The story revolves around her being her normal self. A little moody. A lot of fun, bold and proudly herself.

     

    Commenting on the TVC, Vasudha Misra, Sr. Creative Director, FCB Ulka, said “Advertising in the phone category seems like it’s all coming from the same place. With the phone at the front, back and centre of the communication. We wanted to keep our communication as distinct as our product. For Obi, more than anything, we wanted to establish a tone and a vibe that lends itself to all elements, even the logo. A unique one that people will be able to spot and recognise without waiting for the product window.”

     

    Obi is the latest entrant in the Indian smartphone market and is promoted by Inflexion Point, a globally focused IT supply chain company co-founded by John Sculley (former Apple CEO) and Neeraj Chauhan (Global Distribution Entrepreneur).

     

  • These films were made for Procter and Gamble's brands Oral B and Whisper plus one for Diageo's brand Johnnie Walker

    MOFILM rewards budding filmmakers via contest

    By A Correspondent

     

    MOFILM, a leading content creative agency organized an award ceremony here in Mumbai for the four best films created by talented upcoming filmmakers from around the world. These films were made for Procter and Gamble’s brands Oral B and Whisper plus one for Diageo’s brand Johnnie Walker.

     

    A contest namely Taj 2014 was run by MOFILM for Oral B, Whisper and Johnnie Walker for the Indian market. The winning filmmakers from which ever part of the world were flown down to the award ceremony to celebrate their work. Previous events in India have been held at Goafest and in Mumbai and Delhi, globally approximately 16 events are held through the year across six continents.

     

    This year the contest had four winning films made by Ashish Biswas, for Oral B; Aashini Shah for Whisper; Rahil Patel for Whisper and German Mairen for Johnnie Walker and a grand prize winner was chosen by our eminent judges – Josy Paul, Mohit Suri, Anuradha Sengupta and Rucha Pathak from these four aspiring filmmakers and the winner was German Mairen for Johnnie Walker – Keep Walking.

     

    Speaking about the event Meenakshi Menon, President, MOFILM Asia, said,”Through our global video contests, we provide a high volume of creative videos to brands like PlayStation, Coca-Cola, Durex, Pepsi, Cornetto, Chevrolet and over 100 more. We are working very closely with our clients to create filmmaker briefs that reflect their marketing and brand strategies while giving the filmmakers the freedom of a tight brief in order to create a fantastic film. The results have been fantastic for our clients.”

     

    MOFILM is based in London and has a set up in Bangalore. The team in India works with renowned companies like Diageo, Procter & Gamble, Coca Cola, Microsoft, Pernod Ricard, Unilever and has been able to create some very happy clients.

     

  • The TVC which will be aired across channels, has been innovatively shot across many cities in India, capturing the personal styles of youngsters

    Jabong.com directs new campaign ‘Be You’ towards the youth

    By A Correspondent

     

    Jabong.com has unveiled a new campaign themed ‘Be You’ that inspires and encourages the youth of India to be comfortable in their own skin. The campaign features a 360-degree multimedia integration of television, print, outdoor and digital platforms.

     

    The TVC which will be aired across channels, has been innovatively shot across many cities in India, capturing the personal styles of youngsters, and emotions derived from the sense of empowerment and confidence from fashion, the commercial showcases the latest styles and trends across clothes, shoes and accessories.

     

    On the launch of the new brand campaign, Praveen Sinha, Founder and Managing Director, Jabong.com, said, “Jabong.com is constantly innovating to churn out something new for its customers and this time we are not merely promoting clothes but a concept which never goes out of fashion. ‘Be You’, allows the youth to realize where their true identity lies rather than chasing the latest fad, we are encouraging the youth to fall back on what they already had since the very beginning. Our TVC is very simple in terms of the message it plans to send out, be true to yourself not only in terms of attitude but also in terms of fashion you carry around.”

     

    Created by Bang in the Middle, Prathap Suthan and Naresh Gupta’s creative agency, the campaign aims to celebrate the trust Jabong has garnered in the past few years with the fashionistas. The advertisement is embedded upon the same ground rules Jabong established over the years and is religiously following, delivering smiles at doorsteps.

     

    Prathap Suthan

    Prathap Suthan, CCO, Bang in the Middle said, “The thought of being oneself isn’t a radial deviation. It’s something all of us have said, and all of us will keep saying. It’s also something a lot of world personalities have said and sung. Be You is Jabong’s affirmation of its vision to inspire and encourage the youth of India to be themselves as they can be no one else.  It’s a simple, and yet a profound statement. In a world that drives and compels youth to imitate, follow and stand for shallow values, this is a more rooted and the almost counterpoint to typical fashion advertising. We believe there is a universal truth in this thought, and it’s value that will ring truer with youngsters. It’s a call to unlock one’s true potential. Being you will never go out fashion. It cannot. Who else will you be?”

     

    The core idea of the campaign message is of appreciating oneself and going on one’s own individual journey, and be true to themselves. Feel good about oneself and confidently express themselves. The peppy and upbeat 130 second music score of the commercial is a youthful blend of melody, beat and meaningful lyrics. The visualization of the song exudes a sense of freedom, individual journey and optimism that the brand has created through its offerings in the past few years.  The song will be launched on various platforms like Song Apps, Radio and Digital media.

     

  • More than 10,000 couples have experienced happiness through Select Shaadi

    Shaadi.com highlights personalized matchmaking offering through new TVC

    By A Correspondent

     

    Shaadi.com has launched a new TVC for Select Shaadi – the personalised matchmaking service. Based on the premise that in today’s world it is not easy to find one’s life partner, the TVC is directed by Vikas Bahl of ‘Queen’ movie fame. The creative agency is JWT and media agency is Havas Media India.

     

    The Select Shaadi TVC highlights the difference in perspective between two generations. The father is confused when his daughter says she ‘Likes’ the boy but does not ‘Like-Like’ him and says he must be a little like minded. The earlier week she explained that ‘Opposites Attract’. Dad is quite perplexed. And it’s not a smooth experience for either.

     

    Celebrating the success of over 10,000 matches, this TVC is built around the concept of personalised matchmaking and assistance from a dedicated advisor with the objective of changing the experience and understanding and helping young people find like-minded life partners.

     

    This service entails the member to have an expert Select Advisor who partners with them during their matchmaking journey. The Select Advisor amalgamates technology and experience to understand member requirements and help them with curated profiles periodically. Based on the members confirmation, the advisor connects with prospects and initiates introductions.

     

    Premanshu Singh, AVP & Head-Emerging Business, Shaadi.com said, “We are elated to launch Select Shaadi and look forward to helping each and every single person find his/her special someone. Technology combined with experience and a little human touch is the secret ingredient, which makes Select Shaadi the most successful personalised matchmaking service in India.”

     

  • The campaign brings alive the brand promise of Exide Life Insurance which is to help you prepare financially for a long and happy life

    Exide aims at building customer confidence through new campaign

    By A Correspondent

     

    Following the positive launch of its new brand identity earlier this year, Exide Life Insurance has launched its second advertisement campaign, that brings alive the brand promise of ‘Helping you prepare financially for a long and happy life.’ The campaign which went recently across broadcast and digital is a progression to the launch phase and re-emphasizes the role of Exide Life Insurance in the life of its customers, in a heartwarming way.

     

    Exide Life Insurance is an over 13 year old, established and profitable life insurance company that serves over 10 lakh customers in over 200 cities across India.

     

    The heart of the campaign lies in the simple truth that today Indians are living longer and aspire to live a life full of hopes and dreams. Advancements in the economy and health care have ensured that the average life expectancy has gone up from 32 years to 68 years since independence. The objective of the campaign is to communicate how timely financial planning can pave the way for a beautiful tomorrow, with Exide Life Insurance helping you plan and prepare for a beautiful, happy life.

     

    Talking about this second phase of communication, Mohit Goel, Executive Vice President – Marketing of Exide Life Insurance, said, “Considering that the Exide Life Insurance Brand was recently launched, the communication highlights the core essence of who am I as a company. Stemming from the truth that our lifespan is getting longer and we need to plan well for the years ahead, the objective was to make Exide Life Insurance relevant during the course of our lives. This campaign has been designed around the beautiful possibility of a well-planned life. And Protection, Savings and Investments solutions from Exide Life Insurance can help you prepare financially so that your long life is a happier one. We believe that this new brand campaign will definitely resonate well with our customers and keep them intrigued, excited, informed and involved.”

     

    Anil Nair

    Explaining the rationale behind the campaign, Anil Nair, CEO, L & K Saatchi and Saatchi, stated, “We have conceptualized this campaign, keeping in mind the core brand ethos of a long standing, trusted companion in the journey of life. The creative concept clearly highlights benefits of planning for a long life, and captures the spirit of time in the life of a newly married couple. The TVC illustrates the various milestones every couple hopes to achieve during their entire lifetime and the seriousness of the concept is balanced well by the playful banter between the couple.”

     

    The campaign has been released in six Indian languages, spread over a period of three weeks.

     

  • Hakuhodo Percept’s 4k Gold television campaign sets a new benchmark for “purity’ in televisions

    Hakuhodo Percept highlights new Bravia 4k Gold features through TVC

    By A Correspondent

     

    Hakuhodo Percept has unveiled a new campaign for Sony Bravia 4K series. The new television boasts the highest resolution picture that Sony has ever produced on a TV — four times the detail of Full HD. This means a TV viewer gets to see more on TV with over 8 million individual pixels (3,840 x 2,160) compared to about 2 million (1,920 x 1,080) on the current HDTV1. This unrivalled up-scaling ensures a display of images of a higher quality with stunning results.

     

    Hakuhodo Percept’s television campaign for Sony India focuses on this 4K technology for the Bravia brand of televisions and positions it as the purest form of TV viewing technology — 4K the gold standard for televisions. The campaign idea was built around 4K being something that a viewer has never seen before.  This meant creating a unique space for 4K- the world of purity, the world of gold.

     

    The TVC showcases this through the concept of a jazz dancer immersed in gold moving and swaying elegantly amidst gold. In fact the jazz dancer is actually dancing in the air. As she swirls the gold dust follows her and every detail shines through just like in 4K.

     

    Elvis Sequeira

    Speaking on the campaign Elvis Sequeira, COO, Hakuhodo Percept, said, “The real challenge was to make 4K synonymous with the most detailed and purest picture. In other words, it is the Gold Standard. And to achieve this, we incorporated a literal rendition of the Gold Standard using a gold air jazz dancer.”

     

     

    Sabuj Sengupta

    According to Sabuj Sengupta, Executive Creative Director, Hakuhodo Percept, “We wanted to give people an experience of the unbelievable perfection and details of 4K in a unique way. The gold air jazz dancer, floating elegantly with her graceful jazz hands swaying, epitomizes the brilliance of 4K.”

     

  • The brand has arrived at a stage where it needed to broad base the thought and appeal to larger audience

    Dark Fantasy takes ‘Live your moment’ thought further with new TVC

    By A Correspondent

     

    FCB Ulka Bangalore has unveiled a new TVC for Sunfeast Dark Fantasy. The TVC is about celebrating little accomplishments or idiosyncrasies of oneself.

     

    The film is set in a fashion studio, where the protagonist (fashion designer) is working on her creation. The pack, which is the other character in the film, is patiently waiting and singing to the beautiful lady. Once done with her work, our woman turns to the pack and celebrates the accomplishment with it. The jingle is the soul of the film. It gives the brand a voice, bringing it to life.

     

    On the rationale behind the thought, Dennis Koshy, Vice President – FCB Ulka Bangalore, said “Dark Fantasy has already established its unique offering and image in consumer’s mind. The brand has arrived at a stage where we need to broad base the thought and appeal to larger audience. ‘Live your moment’ as a thought takes the brand forward beautifully.”

     

    Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, expressed, “This film is a candid exploration of self-discovery – finding joy in the little, unguarded moments. What’s unique about this film is that the product is seamlessly playing the role of a character integral to the story. Because the only two characters in the film are the girl and the pack.”

     

  • Through its new campaign, Don't Postpone Joy, BMW exalts Indians to embrace the present over the future

    BMW urges ‘Don’t postpone Joy’ through new campaign

    By A Correspondent

     

    Known for its sheer driving pleasure, BMW has now opted for a brand campaign to rekindle love in the age of EMIs.

     

    Through its new campaign, Don’t Postpone Joy, BMW exalts Indians to embrace the present over the future. The key message seems to be that the earlier you buy a BM car, the longer you enjoy it, so why postpone?

     

    The film opens on a new born child and quickly the child turns into a 60 year old – going through various life stages in matter of seconds with a VO saying a human being goes from 0-60 in under 2 billion seconds and at what point in your life would you start enjoying the ride. Conceptualised and made by Ogilvy Gurgaon for BMW India, this film has been specifically made for the Indian market.

     

    Frank-E. Schloeder, Director Marketing, BMW India said, “The luxury car market has a great potential in India. Our latest campaign “Don’t Postpone Joy” addresses certain mental and cultural barriers that we feel exist towards luxury consumption in India. Since JOY is BMW – BMW in this campaign is reminding people that life is passing by and it’s about living for the moment & enjoying rather than worrying about the future.”

     

    Kapil Arora, President – Branch Head, Ogilvy North said, “A large part of affluent India that spends on homes, holidays, weddings and jewellery, still deny them-selves the joy of a luxury car. They spend their lives running the race, living for others and postponing their own joy. This campaign talks to that segment, extolling them to stop postponing joy and to not let life pass by, without experiencing the joy that is BMW.”

     

  • Cadbury Glow is the new luxury gifting brand from MondelÄ“z International and is being introduced first in India

    Cadbury turns focus to ‘glow moments’ in life with new product launch

    By A Correspondent

     

    Mondelez India Foods has announced the launch of its luxury chocolate gift offering Cadbury Glow. Cadbury Glow is the new luxury gifting brand from MondelÄ“z International and is being introduced for the first time in India. To support the launch, the company has introduced a new television commercial. The TVC, through its unique storyline, strives to convey the brand promise of creating ‘glow moments’ – acts of thoughtfulness and imagination which show those who matter to you that they really do.

     

    The TVC created by Ogilvy & Mather opens with the scene of a young couple stuck mid-air on a Ferris wheel during their date. While the wife is enamored by the beautiful night sky filled with stars, the husband seems irritated with this idea. The wife then surprises him with a pack of the new Cadbury Glow, whilst wishing him a happy anniversary. The husband opens the pack of Cadbury Glow revealing the treasure box-like pack to viewers. As the couple enjoys the rich taste of the pralines under the starlit sky, the wife urges him to wave a scarf. As the Ferris wheel suddenly starts moving, the husband realizes how his wife had planned their ‘glow’ moment under the stars. The TVC features celebrities Rajkummar Rao & Aditi Rao Hydari as husband and wife.

     

    Speaking on the launch of the new Cadbury Glow campaign, Siddhartha Mukherjee, Director, Chocolate Category & Media, MondelÄ“z India Foods Limited, said, “Cadbury Glow is an all-year round luxury gifting praline inspired by insight that ‘there is no greater joy than seeing your loved one’s glow when they receive a gift’. The TVC beautifully captures this emotion – as Cadbury Glow along with the thoughtfulness of the wife, creates a moment which the husband cherishes and which brings a warm glow on his face.”

     

    Cadbury Glow is aimed at those who look for a finer, holistic gifting experience and truly cherish the same. The pralines which are specially crafted in Europe are filled with little details that are symbolic of the care that went into creating it. The Cadbury Glow gift boxes are available across metros in pack sizes of 16 pieces (160 g) for INR 400 and 24 pieces (240 g) for INR 600.

     

  • The idea behind the campaign was to use Arjun Kapoor as himself

    Lowe Lintas unveils Arjun Kapoor as ‘the new cool’ for Flying Machine

    By A Correspondent

     

    Lowe Lintas Bangalore has unveiled the latest campaign for India’s first home-bred denim brand, Flying Machine. The campaign showcases the latest Autumn-Winter collection by Flying Machine, for which it has appointed Arjun Kapoor as the brand ambassador.

     

    Alok Dubey

    Flying Machine has often used celebrities as brand ambassadors and the choice has been made keeping in mind the philosophy of ‘Who’s new? Who’s cool?’. Arjun Kapoor has been in the news lately for delivering a slew of hits against his name; also the fact that he is relatively new made him the perfect choice as the face of Flying Machine.

    The idea behind the campaign was to use Arjun Kapoor as himself. The brief thus was to create a story that revolved around Arjun and his pair of Flying Machine denims. Alok Dubey, CEO, Arvind Brands, said, “In just a year, Arjun Kapoor has become a ‘blue ocean’ actor. In light of so much competition, he has established himself with brains, body and attitude. He connects brilliantly with Flying Machine which embodies itself in craftsmanship without trying too hard.”

     

    Rajesh Ramaswamy
    Rajesh Ramaswamy

    The film begins in a hotel where Arjun Kapoor is staying. He has given his Flying Machine denims to the laundry and calls the housekeeping for the same. The rest of the film depicts how the hotel’s staff members react to Arjun’s request. A cat and mouse chase ensues between the attendants to deliver his denim. Rajesh Ramaswamy, ECD, Lowe Lintas, said, “The idea was to use Arjun interestingly. In a manner that also suits his image. Looking at Arjun, what makes him even cooler is that he’s completely unaware of his appeal. We thought using that side of his personality could be interesting.”

     

     

    Arun Iyer

    Arun Iyer, NCD, Lowe Lintas, added, “Arjun Kapoor embodies a lot of what Flying Machine believes in: being effortless and cool. The brand idea on Flying Machine is ‘the new cool.’ And Arjun Kapoor in no time has clearly become the new cool of Bollywood. The film demonstrates the fact that a simple act like calling for laundry can lead to an intense cat-fight when you are the new cool celebrity in town.”

     

    The campaign is currently on air and will be released across other media over a period of time.

     

  • Offers consumers a chance to win an air ticket every hour, every day for two months

    Kurkure rolls out high-decibel festive campaign

    By A Correspondent

     

    In today’s day and age we use technology to connect or share greetings even during festivals. But while technology has so many benefits, it is also making us more distant. Kurkure’s new Festive campaign attempts to create a behavioural change, encouraging people to meet each other in person, face to face, fuelling real love in relationships!

     

    On buying a pack of Kurkure for Rs.10, consumers stand a chance to win a free air ticket, every hour, over two months. To top it all, every fortnight, one mega winner can win a round trip to any international destination in the world.

     

    Speaking about the latest festive campaign, Vani Gupta, Director Marketing, PepsiCo India said, “We are living in an age where people today are challenged for time and would rather call and SMS, versus making the effort of meeting people in the physical world. Our latest festive campaign seeks to reignite the warmth and love of celebrating as a family together. We are confident that this campaign will touch hearts and make a real difference in behaviour and the larger culture around technology.”

     

    To avail this offer, consumers should look for the Kurkure promo packs that will provide the contest code which they need to SMS to the given number. The promotion is valid up to October 31, 2014, one lucky winner will be selected every hour, every day.

     

    “We’re all getting more attached to our devices than the people we grew up with…and it’s really annoying on festivals to get a text or a much forwarded wish from people we are so close to! So Kurkure wants to go all out and say that the thing to do this Diwali is to make the effort and meet your family and loved ones,” Sonia Bhatnagar, Executive Creative Director, JWT.