MxMIndia

Category: MARKETING

  • The campaign celebrates how millennials in India 'Bend the Rules' by taking the unconventional road to success

    Bend the rules, exhorts HP in new campaign

    By A Correspondent

     

    HP India has unveiled its new ‘Bend the Rules’ campaign featuring brand ambassador, Deepika Padukone. The campaign celebrates how millennials in India ‘Bend the Rules’ by taking the unconventional road to success.

     

    Millennials strive for success at an early age using the power of technology. HP is inviting them to share their stories by uploading a video on Facebook, Twitter or YouTube using the hash-tag #BendTheRules, of how they have bent the rules to achieve success. A winning entry from India will get a chance to share their inspiring story with a larger audience through a short film which will be aired on Bindass, a popular youth entertainment TV channel in India.

     

    “India has one of the youngest populations in the world, and through the #BendTheRules campaign, we are highlighting the ideas and philosophies of this generation,” said Lloyd Mathias, Head of Marketing, Printing and Personal Systems, HP India. “Keeping millennials’ needs in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to go that extra mile.”

     

    Deepika Padukone, brand ambassador for HP India is associated with this campaign. As someone who decided to pursue acting and leave behind a promising badminton career, she is familiar with treading the unconventional path to success.

     

    The campaign is spread across multiple platforms including television, print, digital, social media, out of home, webisodes and Vine videos.

     

  • Fickle is fun captures the indecisiveness of the evolved, fashion forward women in a witty and light hearted manner

    Fickle is fun, says Lavie

    By A Correspondent

     

    Accessories brand Lavie has unveiled its second advertising campaign ‘Fickle is Fun’. Conceptualized and executed by Cheil India, the campaign will use TV, print, cinema and digital mediums to promote the brand.

     

    Fickle is fun captures the indecisiveness of the evolved, fashion forward women in a witty and light hearted manner. It had a perfect match with the new line of offerings from Lavie, the sheer number of choices a woman would have to make and unmake to come to a decision. With this, the endeavor is to create a happy, carefree and proud world of Lavie women. The campaign was shot in Cape Town, South Africa with international models using the products and propagating Fickleness as an attitude and way of life.

     

    Commenting on the campaign, Sandeep Goenka, CEO, Bagzone Lifetsyle said, “Fickle is the word used to lightly describe the relationship between girls and their love of the trendy arm candy and footwear. Their love for bags and shoes is inevitable and eternal as eventually these accessories dominate & enhance the entire look; the concept by Cheil India was bang on and we are assertive that it will intensely connect with our target audience.”

     

    Atishi Pradhan, Chief Strategy Officer (Cheil India) said, “The brand was in a slot of easy or popular fashion, and the brief was to make it more aspirational and stylish, to appeal to a more evolved woman. The best fashion brands have a point-of-view, an attitude – and that is what we wanted to add for Lavie, to set it apart from other brands.”

     

  • The marketing mix also features a sustained radio campaign, on-ground activation and key outdoor promotions across top cities

    Pepperfry greets consumers with ‘Happy furniture to you’ insight

    By A Correspondent

     

    Online furniture and home marketplace Pepperfry has launched an integrated brand campaign. It features a series of high impact television commercials supported by a 360-degree media mix consisting of print, digital, outdoor, radio, social and on-ground activation. Through this campaign Pepperfry plans to enter homes this festive season with “Happy Furniture to You” as its unique brand proposition.

     

    Basis extensive consumer insights gained over the last two and a half years, Pepperfry understands that furniture shopping for consumers can be a tedious process. It is often beset with quality and service related apprehensions. Discerning new-age Indian couples are therefore, looking for an alternative that helps them to buy the best for their homes without any of the hassles involved.

     

    The campaign has been conceptualized by Saatchi & Saatchi and consists of a theme film and two supporting films that highlight Pepperfry’s value propositions of “Free Delivery and Assembly” and “100% Satisfaction or Money Back Assurance” for consumers.

     

    Talking about the new campaign, Debarjyo Nandi, Vice-President Saatchi & Saatchi said, “Creating differentiation in the online shopping space is a huge challenge today, but what helped us was to understand Pepperfry’s approach to furniture and consumers – ‘we get it done just like you would get it done yourself.’ He further adds, “This in essence is beyond business, it becomes personal and this assurance coupled with features like free delivery and assembly is what will help consumers overcome any mental barriers towards buying high-value items like furniture online. We attempted to bring this spirit and the benefits alive in the communication.”

     

    The marketing mix also features a sustained radio campaign, on-ground activation and key outdoor promotions across top cities. The campaign will also come alive on digital and social platforms like Google, YouTube and Facebook.

     

    Kashyap Vadapalli

    Commenting on the campaign Kashyap Vadapalli, Chief Marketing Officer, Pepperfry says, “We want to make the experience of buying furniture online a delightful and easy process”. He further elaborates, “The campaign will multiply our brand reach and build confidence in the minds of our prospective customers. We are already the market leaders in online furniture segment and this campaign will help us further strengthen our leadership in the furniture industry.”

     

  • The TVC further establishes the idea in the jingle that a mother's love will never reduce but the oil in the food can definitely be reduced with Samsung's new technology

    Cheil unveils new campaign for Samsung’s new microwave series

    By A Correspondent

     

    Cheil Worldwide SW Asia has unveiled a new campaign that highlights oil free cooking Samsung Slim fry microwave oven. The TVC went on air on 25th September, 2014.

     

    The communication had to establish the unique benefit of cooking with the new technology and it has been effectively captured in the television commercial that expresses a mother’s unconditional love when feeding her child. The TVC takes one through snapshots of mothers of all age groups from different parts of India, where they are shown frying food in the traditional way and feeding their child. It then introduces the “Samsung Mother” who is seen giving her child his favourite French fries, which she cooks in the Samsung Slim fry microwave oven, with up to 80 per cent less oil. The TVC further establishes the idea in the jingle “a mother’s love will never reduce but the oil in the food can definitely be reduced with Samsung’s new technology.”

     

    Nima DT Namchu

    “Healthy is increasingly becoming something mums are looking to put on their kids’ plates. However, more often than not, either taste or health gets compromised. When we were presented with a product that promised the same great taste, only with a lot less oil, getting to the idea of ‘the same indulgence but a lot less oil’ was only logical,” said Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia.

     

  • Viacom18 Consumer Products signs another exciting promotional licensing deal this year after SpongeBob SquarePants with Domino's

    Nickelodeon takes the licensing route for Motu Patlu

    By A Correspondent

     

    Viacom18 Consumer Products has signed up with Prataap Snacks Pvt. Ltd., makers of Yellow Diamond Rings to launch three new flavors of corn rings – Masala, Chilli Cheese and Tomato with exclusive Motu Patlu toys such as spinners, charms, sling-shooters, snakes and ladders and much more. Strategically choosing to take up the promotional licensing route for growth, Viacom18’s Consumer Products Business is leveraging the popular Nick toons by taking them beyond television and bringing them closer to their target audience.

     

    Speaking about this association with the snacks brand, Saugato Bhowmik, Head – Consumer Products, Viacom18 Media Pvt. Ltd., said, “Nickelodeon’s rich and diverse portfolio of characters provides us with great opportunities to connect with the consumer in new and exciting ways. Motu Patlu have topped the charts and also conquered the hearts of children across the nation with their fun antics and make for the perfect character for this kind of promotional licensing. We are happy to partner with Prataap Snacks to help our young audiences to play with their favourite characters while enjoying their snack time- the perfect combination.”

     

    Expressing delight at the association, Anoop Kumar Shreevaastava, Vice President Branding of Prataap Snacks Pvt. Ltd. said, “Yellow Diamond has continuously brought innovative and high quality products to the kids segment and we are excited to partner with Nickelodeon – a powerhouse of innovation in kids media. Motu Patlu are great characters that complement Yellow Diamond Rings perfectly and add an element of joyful surprise for our young consumers fond of our corn rings.”

     

    Nickelodeon’s association with Yellow Diamond Rings will be promoted extensively through television, digital, print and in-store branding.

     

  • TVC is aimed at bringing together the dream series for the consumer who has varied needs and motivations through the user's POV

    Honda unveils new campaign for Dream Series

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has aired its latest advertisement campaign for its Dream Series mass motorcycles – Dream Yuga, Dream Neo and CD 110 Dream. The TVC has been created by Dentsu Marcom and is running on air across channels. The new TVC is aimed at bringing together the dream series for the consumer who has varied needs and motivations through the user’s point of view in the 100cc – 110cc segment.

     

    The new campaign has been launched with the imperative to establish ‘Dream Series’, as the definitive range from HMSI that answers many consumer needs and motivations.

     

    The protagonists along with their motorcycles reflect how people have different wants and dreams in life, while the first protagonist is a transitional stage who aspires to have a blend of style at the best possible deal, his bike reflects the aspirational class in the tier-2 cities, the second protagonist is a easy going youth who loves to flaunt his coolness through his lifestyle, the bike has an amount of refinement being an extension to himself. The third protagonist, is a middle age office going person who understands the value of money and prefers things which are value for money yet classy.

     

    “Honda’s leadership in technology has been well established in the market. With Dream Series we aim to strengthen our presence in the mass motorcycle segment. The Dream Series blends a range of motivations along with the joy of buying a bike. With the HET technology and reliable Honda engine as it’s core. The TVC campaign further reinforces Honda’s trusted technology and its commitment towards hinterlands,” said YS Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd

     

  • In a country with traditional tastes, Domino's make huge inroads, taking on even McDonald's

    It’s Domino’s v/s McDonald’s in Dal-Roti-Chawal country

     

    By Rajiv Singh

     

    When Domino’s entered India in 1996, it identified three main rivals, all Indian. McDonald’s and KFC were not on the list. “Around that time, people only had a taste for dal, roti and chawal,” recalls Ajay Kaul, CEO of Jubilant FoodWorks, the master franchise holder of Domino’s and Dunkin’ Donuts.

     

    “Pizza was alien to them.” Things have changed after 18 years. Domino’s is the largest pizza brand in India with a 72 per cent market share. The country is set to become the biggest market for the American pizza maker outside the US. But Domino’s claims some things remain unchanged.

     

    “Our biggest rivals are still dal, roti and chawal,” reiterates Mr Kaul, underplaying the fact that Domino’s has overtaken Mc-Donald’s to become India’s largest QSR (quick service restaurant) brand in terms of revenue. “India is a chappati nation,” says Harish Bijoor, founder of an eponymous brand consultancy. And yet pizzas have made inroads and are now perceived to be more wholesome than burgers.

     

    “We never set a target to become No 1 in India,” says 50-year-old Mr Kaul, expressing admiration for McDonald’s. “It’s (McDonald’s) double our size in almost every country. So, it does give us some sort of kick and joy. Khushiyon ki home delivery ho gayi hai,” he says in an excited tone, riffing on Domino’s latest thematic campaign.

     

    However, while respect has its place, Domino’s is not relinquishing its No 1 slot. “That’s very clear,” says Mr Kaul. Where Domino’s posted revenue of Rs 16,222 million in 2013, Mc-Donald’s logged in Rs 14,259 million, according to the latest report by Euromonitor.

     

    In terms of store count, Domino’s is more than double the size of Big Mac-772 versus 350! And in market share, McDonald’s’ 14.2 per cent is less than Domino’s’ 16.2 per cent. Though Domino’s was always bigger in store count, it took the pizza brand more than a decade and a half to overtake its American rival in revenue. McDonald’s is of course not giving up without a fight.

     

    In fact, it believes the change in stacking is an aberration. Says Amit Jatia, vice chairman, Hardcastle Restaurants, the master franchise of McDonald’s in western and southern India, “It’s not about being No 1 or No 2. We serve over 320 million Indians annually, and this is what matters. When you wake up in the morning, do you think of ordering pizza? You don’t.” But you can hit McDonald’s for coffee along with breakfast. “Comparing pizzas and burgers is like comparing Chinese food with South Indian food,” he contends.

     

    McDonald’s for the longest time made the most of its start in India. While Domino’s revenue was Rs 303 million in 2001, McDonald’s was way ahead at Rs 946 million. In terms of number of outlets, there was not much difference between the two players in 2001 – McDonald’s 105 to Domino’s 128. However, over the subsequent years, the gap kept widening at an astonishing pace.

     

    By 2011, when McDonald’s was comfortably pacing its expansion and touched the 250 mark, Domino’s was galloping at 437. So, why did McDonald’s fail to capitalise on its initial success? Mr Jatia points out that McDonald’s spent the first 10 to 15 years growing the eating-out market, specifically creating products and habits which did not exist in the country. It forged partnerships and attracted consumers.

     

    All of this is available on a platter to new entrants which helps them ramp up their presence at a faster pace, he observes. However a trick that McDonald’s appears to have missed is one that’s as old as the Domino’s franchise. Back in 1959, Domino’s founder Tom Monaghan and his associates used his Volkswagen Beetle to deliver pizzas to customers who lived at a distance of 30 minutes or less.

     

    Home delivery continues to be the lynchpin of Domino’s strategy and has evidently served it well. It marks a shift in consumer perception of the QSR category from being aspirational to convenience driven. One would not drive down five km to hunt for a restaurant but look for closer options. This is where Domino’s scores a point. “It is at arm’s length of a consumer’s desire,” says Ashita Aggarwal Sharma, head marketing, SP Jain Institute of Management & Research.

     

    After making the brand synonymous with home delivery and the popular ‘Hungry Kya?’ campaign driving pizza as both a food and snacking option, Domino’s tweaked the other parts of the mix. In 2008, it brought down the price of pizza to Rs 35 from Rs 60. This increased acceptability, induced consumption and pushed home delivery.

     

    “The pizza came home first, and stayed an in-home consumption item. The burger remained for long an item consumed at a QSR outlet. This made a big difference,” says Mr Bijoor. “Mc-Donald’s failed to crack the home delivery code.”

     

    Another important factor that helped Domino’s was its positioning as a meal replacement as compared to McDonald’s. A family restaurant must have a meal for the family, says Mr Sharma of SP Jain Institute. Though young people still go to Mc-Donald’s, even for them it is not a substitute for a meal.

     

    However, McDonald’s Mr Jatia believes that being an all-day restaurant gives the brand an edge in terms of product offering. But he is quick to acknowledge the era of single-player dominance is over. There will be two or three players who will dominate the QSR space, he feels. “And McDonald’s definitely will be one of them.”

     

    Indeed, the space is huge, but the lines are getting increasingly blurred among the top players. The chains are already beginning to cannibalise on each other’s core offering with Domino’s serving up chicken wings a la KFC; McDonald’s pushing wraps and KFC dabbling with burgers. Mr Kaul of Domino’s, however believes in sticking to what his firm knows best. “70 per cent-80 per cent of our revenues come from pizza,” he says. The side dishes merely give consumers ample snacking options.

     

    Experts too agree that in spite of similar meal offerings, the focus should remain on core products. “All players want to stay relevant throughout the day,” says Saloni Nangia, president of Technopak, a management consulting firm. “All are trying to maximise revenues and that’s why identical offerings.”

     

    Domino’s might have taken the top slot for now, but the pizza versus burger fight has just started. As an increasingly health conscious west avoids fast food, the battlegrounds have clearly shifted to the wallets and waistlines of Indian consumers.

     

    Source:The Economic Times

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

    Licensed to republish

     

  • In less than 60 days, dna has managed to bag and execute three innovations that has been the talking point for its clients

    dna executes innovative campaigns for clients

    By A Correspondent

     

    Since its inception dna has managed to redefine marketing through its innovative approach for its own branding and even extending it for its clients. Having undergone a complete brand and product revamp recently, dna since has introduced many firsts in the industry and have set new benchmarks through its innovative ideas which is evident not only for their brand & marketing initiatives but also for its clients & various stakeholders.

     

    In less than 60 days, dna has managed to bag and execute three innovations that has been the talking point for its clients. Colgate – Charcoal Toothbrush – dna front page goes black with white fonts; Bigg Boss Season 8 – dna delivers Air Sickness bag along with Bigg Boss Ad; Asian Paints – ezycolour

     

    The latest Asian Paints innovation is an exclusive-to-dna, blast of colour. On Friday, 3rd October every page of dna After Hrs was printed in a different colour. The idea was to showcase how a little colour doesn’t take away from the seriousness of a newspaper, it only adds more life to it. Similarly, according to Asian Paints, this rings true for any home, be it small, or large. The ezycolour concept by Asian Paints wants to break free of the myths and the stereotypes that bright and bold colours are only the luxury of a certain kind of home. With this innovation Asian Paints announces its new services where customers can seek expert guidance on usage of their favorite bright colors.

     

    Team dna worked closely with the Asian Paints brand team and their agency with an outside-in perspective & consumer insight to ideate and execute this innovation.

     

    dna aims to be synonymous for Innovation and wants to be the launch partner for its clients. dna looks to work closely with brands and agencies to provide customized solutions that are path-breaking, engaging and beyond just ad space.

     

  • Maxus ESP executes an innovative and integrated consumer campaign for FIAT Avventura

    Maxus ESP executes new content campaign for Fiat

    By A Correspondent

     

    Maxus ESP conceptualized and executed a national campaign for FIAT’s Avventura, the first contemporary urban vehicle (CUV), which has garnered significant buzz in its pre-launch phase. Avventura is targeted at people who want to break free from their routine life and explore life through adventure, passion and feel alive.

     

    The campaign line -‘Boring is Dead.. It’s time to live alive with Fiat Avventura’ from the brand brief was worked upon to create an engaging content campaign. The team used radio and digital platforms to create maximum noise and amplification for the brand. The campaign urges people to move out of their mundane life and do more adventurous and fun activities. FIAT will help fulfill the best ideas in people’s bucket list. This is one of the biggest content campaigns for FIAT in India till date. Within three days of release, over 1000 entries have poured in.

     

    Fiat Avventura is a CUV (Contemporary Urban Vehicle) that is positioned as a vehicle for active lifestyle. Keeping this brand imagery in mind, Maxus ESP crafted a contest that is running on radio and digital with noted television anchor and actor Gauahar Khan as the face of the campaign.

     

    A three part series of “call to entry” videos that captures these elements has been released digitally. The first promo with Gauahar shows her getting bored in traffic and then cuts to enjoying her drive in the Fiat Avventura. In the second one, Gauahar is bored watching TV shows and then she takes her Fiat Avventura and goes mountain biking. In the third promo Gauahar is bored at work in the office and later shown kayaking. Through an interesting content led tie up with Radio City, the proposition of “Boring is Dead” is also ported via Radio Spots, Time checks and Traffic Updates. The radio campaign is very high on engagement as Radio City Rjs are interacting with listeners daily and encouraging them to share their Live Alive experiences. Apart from listeners, Gauahar Khan is also sharing her Live Alive experiences with the RJs, encouraging listeners to Live Alive. Fiat and Gauahar would be using their social assets (twitter/banners/websites) to promote the activity.

     

    Shailja Vohra

    “The brand wanted us to capture the essence of the product and reach out to our target audience at multiple levels. The campaign was designed to build a category that resonates with adventure, fun and fulfilling your desire. We tapped into the power of radio and digital to reach our audiences and the results have been extremely encouraging,” said Shailja Vohra, Head Maxus ESP, India

     

  • This year the brand has taken it upon itself to take a closer look at festivals, and what they mean to us today

    Contract rolls out new campaign for Cadbury Celebrations

    By A Correspondent

     

    Contract Advertising’s latest campaign for Cadbury Celebrations urges people to bring the festivities with them this Diwali season. This year the brand has taken it upon itself to take a closer look at festivals, and what they mean to us today.

     

    “Gifting is an intrinsic part of Diwali celebrations. But these days, the act of gifting has become more of a chore and its role in adding to the celebratory nature of the festival has been diminished. We wanted to rekindle this true joy of Diwali gifting. There is a tradition of people going back to their parents during Diwali. Our story is one, where parents decide to surprise their son at his workplace on Diwali,” says Ashish Chakravarty, National Creative Director, Contract Advertising.

     

    Cadbury Celebrations recognized that festivals that were meant to be fun and filled with festivity had become mundane and ritualistic. Therefore the need of the hour was to bring back some enthusiasm and set the tone of change. The campaign thought came about, when one realised it is important to change a festival into a celebration where joy and energy flow unlimited, where we are truly in the moment, connected and fuelling the festivity. And what better way to do this than to make all the good things we know come together to spring the festival back to life.

     

    Contract has partnered Mondelez to bring this powerful thought to life through a launch TVC, as well as help create 360 impact.

     

    Cadbury Celebrations, the chocolate gifting brand in the Mondelez portfolio, operates across the premium and mass premium segments with the Rich Dry Fruit Collection (RDFC), being the growth driver catering to the premium end.

     

  • PCJ's brand thought Naye Zamaane Ke Heere will also be carried forward in print which will break after the film campaign

    Soho Square unveils new campaign for PC Jewellers

    By A Correspondent

     

    The campaign for PC Jeweller (PCJ) introduces PCJ’s new brand positioning of Naye Zamaane Ke Heere, a positioning that speaks both of the kind of jewellery and of the kind of woman who chooses to wear PCJ.

     

    The TV campaign comprises of three different spots, each talking about the choices a woman of today makes and the stereotypes she breaks within her everyday existence. The films aren’t just limited to women looking beautiful and wearing stunning jewellery. The core thought behind ‘Naye Zamaane Ke Heere’ is to highlight the spirit and substance of a woman while showing her in very real, present-day scenarios. The intent is to tell stories that women will relate to and characters that women would aspire to be.

     

    While one film is the story of a woman who is completely confident in her dark skin, another is that of a woman who has chosen to put food on the table even as her husband is pursuing other interests. The third in the series talks about how it’s the sons in the family that need to make an attitude shift.

     

    In an environment that is very sensitive to issues related to gender discrimination, the campaign brings to light how in her own way a woman can make an important point every time she faces bias. It is in moments like these that a woman’s true worth and confidence shines through.

     

    Ajay Gahlaut – Executive Creative Director, said, “In my favourite Classic Hindi Film, Sahib Bibi Aur Ghulam, Rehmaan dismissively says about women: “gehane banao genhane tudwao kaudian khelo”. It wasn’t true then and it isn’t true now. Yes jewellery adds to the beauty of a woman, but a woman too lends her own grace to an ornament. With PCJ we have taken a brave new stand by talking about the woman rather than the ornaments.”

     

    PCJ’s brand thought Naye Zamaane Ke Heere will also be carried forward in print which will break after the film campaign.

     

  • The campaign pre-dominantly revolves around little children being their natural selves, capturing their candid moments via selfies

    Not Like That designs ‘selfie’ campaign for kids

    By A Correspondent

     

    Not Like That, a Mumbai based communications agency recently won the creative mandate for Indian Clothing League Pvt Ltd, a Chandigarh-based kids wear manufacturer with retail presence in 120 cities across India. The agency crafted an exclusive ‘selfie’ campaign for the Autumn-Winter ’14 collection of one of India’s first clothing brand for pre-teens, 612 Ivy League.

     

    The campaign pre-dominantly revolves around little children being their natural selves, capturing their candid moments via selfies.

     

    Anuj Gosalia, Director & CEO, Not Like That, commented, “Technology, if used judiciously, empowers children today. From learning on iPads to capturing memories and life-journeys on smartphones, the modern tweenager happily co-exists with multiple devices in this new world. Through our campaign, we wanted to acknowledge this comfort with technology and at the same time, capture their sense of wonder and discovery.”

     

    Mohita Indrayan, Co-Founder & CCO, 612 Ivy League, commented, “Most kids today have a smartphone and clicking selfies is not just a popular concept with adults but also with children. We want 612 Ivy League to be future-ready when it comes to adopting technology and promoting active clothing. Therefore, when Not Like That came up to us with this striking idea, we were so thrilled that we decided to adapt the idea for our infant wear brand, Baby League, as well.”