MxMIndia

Category: MARKETING

  • The company aims to generate a high buzz across all the mediums through its 360 degree brand campaign

    Irrfan Khan to be the face of IndiaMART in India

    By A Correspondent

     

    Online marketplace for businesses IndiaMART has appointed Irrfan Khan as the new face for its upcoming mega brand campaign, which is set to be rolled out soon. Popularly known for playing dynamic roles as an actor, Irrfan Khan will be the luminary pull in IndiaMART’s 360 degree brand campaign which would drive the brand philosophy ahead in the times to come. The campaign would seek to highlight the fact that IndiaMART is the gateway to fulfilling all the key requirements of buyers across the globe.

     

    Speaking on the association with Irrfan Khan, Dinesh Gulati, Director, IndiaMART, says, “IndiaMART has always stood apart for its deep commitment towards its clients, along with displaying responsibility, integrity and passion. Irrfan’s persona speaks a lot in line with these principles, and he also brings with him a certain sense of familiarity that a common man is able to connect with. Getting him on board was a natural and popular choice towards elevating the company’s corporate identity. We welcome him to the IndiaMART family, and sincerely hope to create a strong impact in the minds of our SMEs and people at large.”

     

    The company aims to generate a high buzz across all the mediums through its 360 degree brand campaign and seeks to connect with millions of buyers and sellers across the country.

     

  • Launches FreeG; India's first non-web based mobile browsing experience

    Godrej undertakes consumer connect initiative – Masterbrand 2.0

    By A Correspondent

     

    The Godrej Group has embarked on ‘Masterbrand 2.0’, a consumer connect initiative, aimed at providing ideas that make life brighter. As part of this initiative, the company also launched ‘FreeG’: India’s first non-web based mobile browsing experience.

     

    Celebrated for offering innovative brighter living ideas for over 100 years, Godrej reiterates its commitment of creating pathbreaking products with the launch of Masterbrand phase 2.0. The campaign showcases a slew of innovative products offered by Godrej to delight its customers. From a new age bed enabled with electronic hydraulics, a video door phone allowing continuous surveillance of two entrances of home with storing capacity of upto 100 photographs, state of the art properties, effective mosquito repellent solutions to authentic street food experience at home, these products were showcased through a series of eight television commercials that were aired on prime national channels from November 14vonwards. The commercials continue to feature Sam and Meera, the protagonists from the 2013 Masterbrand campaign.

     

    Tanya Dubash

    Speaking at the launch, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group stated, “In this next phase of the Godrej Masterbrand journey, we continue to showcase designful and innovative products with ideas that truly make our consumers’ lives brighter, from across our diverse set of businesses. We believe that when seen collectively, this leads to a reassessment of the image of brand Godrej which in turn leads to greater consideration and sales.”

     

    In a breakthrough move, Godrej also launched, on this occasion, a first of its kind customer interface, ‘FreeG’-India’s first non-web based mobile browsing experience. FreeG is an innovative consumer interface, in the form of a mobile number- 09980899808, that allows every mobile user in the country the opportunity to experience the entire portfolio of Godrej offerings completely free of cost. It has a potential reach of 866 million consumers and is the Group’s vision of a long-term property that will straddle across all Godrej brands.

     

    Taking this forward, the launch of Masterbrand will be followed by various interactive consumer initiatives that will further communicate the idea of brighter living. With an effort to bring these ideas closer to their patrons, Godrej will also launch a number of digital films. A unique initiative in the pipeline is ‘Tweet a Tune’- a pioneering consumer engagement initiative that will witness the group in partnership with professional musicians on the song dew platform create songs inspired by tweets posted by Godrej patrons. And this is not it! Known to create brighter living offerings for not just India but across the world, Godrej leaves no stone unturned in connecting with their patrons as they attribute the songs to each patron and thereafter dedicate the same across multiple media platforms like radio and social media.

     

    Commenting on the Masterbrand 2.0 campaign strategy and the new customer interface system, Shireesh Joshi, Head-Strategic Marketing, Godrej Group said, “The next leg of our iconic Masterbrand 2.0 campaign has taken a giant leap. We are proud to showcase an entirely new set of Godrej’s ideas that make life brighter. Creatively our new campaign with Sam and Meera strikes fresh ground – insightful products in charming stories with characters that feel real; so real that they have their own social pages. And as an execution this campaign leaves behind 360 marketing to a level of cross media seamless-ness never seen before. The awareness to purchase journey is now a smooth experience that’s as rewarding as the products.”

    “The campaign revolves around a young modern couple who discover a new idea from Godrej and a new aspect to their relationship. This is a sequel to celebrating ideas that make life better that made its debut last year. The Godrej products are interwoven in this very charming episodic campaign that showcases young couples in India who are home proud, gadget proud and relationship proud. Godrej ka naya idea is the bedrock of each film where viewers discover the simplicity and joy of owning a Godrej”, says Tista Sen, National Creative Director, JWT India.

    “Driving an image that is contemporary, friendly, relevant and young this campaign re-positions the brand to a friend you cannot do without. Supported on digital and online with twitter and Facebook this seamless communication celebrates the innovation at the heart of each Godrej product and thereby celebrates life”, she adds.

  • In the kitchenware segment in India, Borosil is a generic term for microwavable glassware

    Integrated e-commerce platform MyBorosil.com launched

    By A Correspondent

     

    Borosil Glass Works Ltd. has launched an integrated ecommerce platform – ‘MyBorosil.com’, which offers its entire range of consumer products. In the kitchenware segment in India, Borosil is a generic term for microwavable glassware. Borosil products are synonymous with elegance, dependability, safety and ease of use. Borosil has recently launched a range of 100 per cent pure melamine dinner-sets and servingware, and has also entered the small electronic home appliances space. These include products such as mixer grinders, induction cookers, digital cookers, toasters, sandwich makers, electric kettles, among others.

     

    “As our product range grew, there was no one store where you could see the entire product range under one roof. It was then that we decided that it was time to go online and launched MyBorosil.com,” shared Priyanka Kheruka, a third generation member and marketing consultant at the company.

     

    There is also a recipe section on the website that collates the best recipes and presents them in an easy to view format where one can save their favourite recipes in a recipe book for quick reference or share some recipes with the Borosil family!

     

    “Borosil was the first glassware brand to be sold online in India. When we decided to go online, many players refused to ship our products as it was too fragile. But we were so confident of our packaging that we decided to take on the liability in case of any breakages. And our breakage rate has been less than 1 per cent much lower than industry average. It is only after we proved that you can ship glass without a problem, that other ecommerce sites introduced that category too,” added Priyanka Kheruka.

     

    The company is betting big on its own e-commerce platform as well as other marketplaces for its consumer products.The Consumer Products division sells its microwavable and flameproof kitchenware and glass tumblers through over 5000 retailoutlets.

     

  • Proceeds from a panel discussion on Content Marketing held at MICA, Ahmedabad with Sanjay Tripathy, Kunal Jeswani and Sanjay Mehta

    Welcome, Content Marketing

     

    By Tanushree Bhatia

     

    It’s one of the biggest buzzwords in the media these days: content marketing. Advertising agencies are being forced to look beyond traditional ads to also include this new form of messaging in their offerings. And marketers have had to rejig their teams to be able to manage the new challenges thrown up by this new form of outreach. These and other issues were touch upon at a panel discussion at premier marketing and communications school MICA last Friday. The discussion was part of MICA’s annual marketing management festival Micanvas at its campus in Ahmedabad. The panellists were: Sanjay Tripathy, Senior EVP-Marketing, Product, Digital and e-Commerce, HDFC Life,  Kunal Jeswani, Chief Digital Officer, Ogilvy India, and Sanjay Mehta, Joint CEO, Social Wavelength and the proceeds were moderated by Pradyuman Maheshwari, Editor-in-Chief and CEO, MxMIndia and Consulting Editor, dna of brands.

     

    Sanjay Tripathy, Senior EVP-Marketing, Product, Digital and e-Commerce, HDFC Life

    Content was always a one-way communication. We then moved to blogs, social media and now there are multiple channels. It has increased manifold. It is very important to understand how the generation is changing. The readership of blogs has diminished over time. It is a checklist generation for example: 5 things to do, 10 things to do. It is all about instant gratification. Nowadays, constant monitoring and responding to user-generated content is more important than content creation.

     

    You can allocate 5 percent of the spends pie on digital and that can do a great job. I feel our social space is like personal space. Our social spaces are very segregated. You have to have a strategy as to what this strategy is best suited for.

     

    It’s not easy – but the age-old principle holds true: know your audience. For many companies, that audience is the always-on generation, which represents both their current (and future) customers, so smart marketing with them now can yield invaluable loyalty later on. If one is able to accurately target a few words or phrases that resonate with them, they will conjure a positive memory around your company, and, hopefully your product – so stay ahead of their game.

     

    Kunal Jeswani, Chief Digital Officer, Ogilvy India

    It’s about push/pull communication. Communication strategy focuses on push whereas content is around pull. It thus need not be created but can be sponsored. The content is designed to be either entertaining or add some value to the consumer. In the process of consuming the content, the consumer makes a brand association.

     

    My job didn’t exist five years ago. Things are changing and capabilities are being built. The digital medium plays a very important and large role in telecom, finance and auto sector.

     

    We have started to see things differently and the British Airways ad is the best example. The producer of the ad is not an ad filmmaker in fact he used to make expensive wedding videos. But the characters are real and none of the interactions are scripted. When you start capturing that kind of stuff is what I mean by content and not advertising.

     

    Consumers are very intelligent that way. No one can be fooled into it. Everything is usually branded example the Google ad. It’s clearly a Google film and no one is misleading you. But you still watch it like a piece of entertainment. What digital does is that it lets you do visuals. The only issue is how interesting you can make each element with a push.

     

    Sanjay Mehta, Joint CEO, Social Wavelength

    Today every company is a media company and they have a huge onus of creating tens of thousands of pages of content. A dilemma that is often faced by companies is the short attention span of a consumer. Gone are the days when there used to be long stories. We have shifted from emails to Whatsapp from SMS. And now there’s the Yo app. First the companies need to create content and then create content of interest. And who is the competitor? Everyone is a potentially great content producer. The world is rich with the quantity of content that gets created each day. Content has to align the agendas of both the brand and the user.

     

    There are question marks on user-generated content, but there are enough genuine reviews on the sites. There is a rating of the reviewer also for example in when I go to a Zomato, I see reviews by my connections first.

     

    This report first appeared in the dna of brands issued dated November 17, 2014

     

  • The idea here revolves around a simple insight that people want clean good looking walls and our walls tend to get dirty

    Berger Paints launches new TVC for Easy Clean

    By A Correspondent

     

    Berger Paints has launched its new ad campaign for its interior paint brand Easy Clean with the tag line ‘No Daag No Dhabba, Only beautiful walls’.

     

    The philosophy behind this new campaign is to break the clutter of the Washable Interior Paint category and position Easy Clean as a luxury emulsion that has been substantiated with Cross Linking Polymer (CLIP) technology which forms a non-permeate membrane. This does not allow the micro-particles to enter inside the paint film and makes it easy to clean.

     

    The idea here revolves around a simple insight that people want clean good looking walls and our walls tend to get dirty. And to get those clean walls they don’t want to take too much effort. They want the walls to get cleaned easily. The USP of Berger Easy Clean is the ease with which one can keep the walls clean even with the most stubborn stains.

     

    The advertisement shows some typical Indian situations and habits that end up staining the walls and how it is a hassle free cleaning with Berger Easy Clean. The ad uniquely portrays this with the proposition of ‘No Daag No Dhabba, Only Beautiful Walls’ where we see walls getting stained by regular activities of people and the ease at which the stained walls can be cleaned. The fact that Berger Easy Clean has CLIP Technology that forms a non-permeate membrane which doesn’t allow micro-particles to enter inside the paint film making it easier to clean the wall stains and keep the house looking fresh for years serves as the “Reason to Believe” (RTB) for this advertisement.

     

  • DHFL has been enabling financial access for every Indian to own a home of his own over the past 30 years

    DHFL signs Shah Rukh Khan as Brand Ambassador

    By A Correspondent

     

    Housing finance company DHFL has announced the appointment of Shah Rukh Khan as its brand ambassador. This is the company’s first such brand association in its 30 year journey of providing financial access for home buying amongst Indian customers.

     

    Kapil Wadhawan, Chairman and Managing Director, DHFL said, “We are extremely pleased to have Shah Rukh Khan as DHFL’s brand ambassador. DHFL has been enabling financial access for every Indian to own a home of his own over the past 30 years. This has been the Company’s founding Vision, and is a living reality every day at DHFL.

     

    Today, DHFL is on its way to becoming a large financial services institution, reaching out to customers across the country, with its customised products and solutions. Shah Rukh Khan, with his people connect driven by diverse performances, has enthralled Indians over the years. This resonates with our brand philosophy of being able to cater to customers with tailormade financial options, designed to suit their evolving needs.”

     

    DHFL has been marketing its solutions to customers across 550 locations in India through national and regional level advertisement and event campaigns.

     

  • The creative thought behind the advertisement was to showcase a "Slice of Life" moment

    UTI Mutual Fund unveils new brand and corporate campaign

    By A Correspondent

     

    UTI Mutual Fund has launched a new brand and corporate campaign with the brand proposition “Haq, ek behtar Zindagi ka”.

     

    UTI Mutual Fund has worked with Contract Advertising to create a new brand identity that reflects both the brand’s heritage and its revived energy. The campaign has been initiated with the positioning of the brand to new as well as existing investors. The creative thought behind the advertisement was to showcase a “Slice of Life” moment, which can be related emotionally by a wide cross section of investors.

     

    The new brand proposition “Haq, ek behtar Zindagi ka” was arrived after conducting meticulous research and evaluation exercise to understand the role that mutual funds play in fulfilling the aspirations of an investor.

     

    Commenting on the new brand campaign, Leo Puri, Managing Director, UTI AMC said: “We are fortunate to have a very strong brand. An effective branding strategy helps us to promote recognition and set us apart from competition. Considering the transformation in the industry and changing investor profile, we have initiated this campaign which beautifully portrays our new brand proposition as well as our core vision.”

     

    The advertisement has been created by noted Advertising professional, Mr. Amit Sharma of Chrome Pictures.

     

  • Themed 'Life is Brilliant', the TVC is designed to strengthen the company's connect with the Indian consumer, showcasing the role the car brand plays in uniting the family

    Hyundai launches its first ever corporate campaign in India

    By A Correspondent

     

    Car major Hyundai Motor India Ltd has launched its first-ever corporate campaign focusing on India. Themed ‘Life is Brilliant’, the TVC is designed to strengthen the company’s connect with the Indian consumer, showcasing the role the car brand plays in uniting the family.

     

    Hyundai has successfully completed 16 years in India and has consolidated its position as a trendsetter brand in India in line with its brand slogan  “New thinking New Possibilities”, notes a communiqué.

     

    Said Managing Director and CEO B S Seo on its launch: “Hyundai’s endeavour of keeping customers first is reinforced with this corporate campaign that has India and its masses at its core. Our goal is not just to be the company that sells cars, but to be the ‘most loved brand’ – one that offers values and experiences that go far beyond our customer’s needs and expectations”.

     

  • DDB Mudra Executive Creative Director SonalDabralhas written the lyrics for this musical

    McDowell’s #No.1 Yaari strikes a chord with viewers

    By A Correspondent

     

    McDowell’s No.1 has created another milestone as it announced the launch of the first seven minute musical – #No.1 Yaari. Capturing the essence of close friendships, the brand has released this campaign across several platforms to connect and engage with its consumers. The seven minute movie has gained popularity since its release last week especially with the song - ‘Aisi Waisi Dosti Nahi’ by Mohit Chauhan becoming very popular written by Sonal Dabral-Executive Creative Director and Chairman of DDB Mudra and directed by Anupam Mishra. The overall essence and message of the film – of close buddies, nostalgia and special moments resonates with the brand proposition of McDowell’s No. 1 hence the right fitment.

     

    McDowell’s No.1 has already created a huge burst through digital, cinema, radio as well as television to promote this film.

     

    Unnati Sinha

    “Real friendship is one of life’s strongest and most rewarding relationships. We’re very proud of our new McDowell’s No. 1 film that portrays real friendships that bind people together through the years. This is the first time that McDowell’s No1 had used a long musical narrative to communicate the brand proposition through nostalgia. Consumers and the trade have loved the film particularly as McDowell’s No. 1 is at the heart of their own special memories of celebration with their closest friends,” shared Unnati Sinha, Sr Vice President Marketing, United Spirits Limited.

     

    The campaign has received tremendous response digitally. Within 1 week of release, the campaign has received over 1.33 million views (Facebook + Youtube) and the number is only increasing. 9,500 people shared the campaign video on Facebook+Youtube. Also #No.1 Yaari video has received over 46,000 likes/comments on social media in constrains. This has been the biggest content campaigns for McDowell’s No.1 in India till date.

     

    Sonal Dabral

    Sonal Dabral- Chairman and Chief Creative Officer at DDB Mudra Group & lyricist for song ‘Aisi Waisi Dosti Nahi’ stated, “Beyond the transience of social networks, there is a friendship that is deep and genuine. I wrote the ‘#No1Yaari’ song as a tribute to such cherished, meaningful friendships that enrich our lives. ‘Aisee Waisi dosti nahin’ is exactly how I define these rare special friendships. It’s a track that will transport everyone to the wonderful moments that have made these friendships special and sure to bring a smile to their face, as it will remind them of their own No1 Yaari.”

     

  • The commercial features water bursting forth from a pipe conveying the message of bursts of happiness

    Finolex unveils new campaign that highlights joys of life using water

    By A Correspondent

     

    Finolex Industries Ltd has rolled out a new TVC to communicate its new brand positioning. The company is metamorphosing into a business of management of water from a pure pipe maker.

     

    Finolex Industries which has just unveiled a new brand identity, has created 20 second and 40 second TV spots which communicate a lifetime of prosperity through the tagline “Tarakki Zindagibhar”. The TVC captures the joie de vivre associated with water through the TVCs recurring theme: Zindagi Barasti Hai associating the simple joys of life with water.

     

    The commercial features water bursting forth from a pipe conveying the message of bursts of happiness.

     

    Prakash P Chhabria, Executive Chairman of Finolex Industries Ltd said, “The commercial aims to communicate the simple message that water can bring great happiness all around. The burst of water from the pipe is symbolic of the happiness that it brings. Water can give so much but it needs to be conserved especially in India where it is a scarce resource. The reason for our entry into the business of management of water is to help India conserve as well as channelize water which in turn translates into “Tarakki Zindagibhar”.

     

    The TVC has been conceptualized by Subramani Ramchandran (Subbu) and produced by Candid Creations. It has been directed by Kiran Deohans.

     

    Apart from the TVC, the new brand positioning will be communicated aggressively through radio campaign, Outdoor media, and a new website as well as a social media outreach programme.

     

     

     

  • TVC speaks of the numerous options provided by the portal to help consumers find the right house to match their needs

    99acres.com urges consumers to get checklist right in new campaign

    By A Correspondent

     

    99acres.com has unveiled its new TV commercial, “Sab Dekh Lijiye, Phir Ghar Lijiye”. Designed with the objective to establish the concept of ‘first check everything before you settle in’, the new 30 seconds TVC speaks of the numerous options provided by the portal to help consumers find the right house to match their needs.

     

    Conceptualised by JWT, the TVC opens with a contemporary husband-wife lying down comfortably on a sofa, and having a playful conversation about who they like. The husband asks his wife if she’s thinking about Kalyan. In a mesmerised tone answering yes, she asks “It’s Shobha that you’re thinking about right?” In complete awe of Shobha, he accepts that he finds Shobha lovely.

     

    While they continue to talk mother-in-law is shown over-hearing their conversation while chopping vegetables in the backdrop. The wife then quickly adds that while she loves Kalyan but she can’t stop thinking about Mahesh and Amrit. The husband tells her that she should stop checking out everyone. In spur of the moment the wife decidedly answers that she loves Amrit, the husband too agrees and says he loves Amrit too. A shocked mother-in-law bangs her head into the table, while it is revealed that ‘Kalyan’, ‘Shobha’, ‘Mahesh’, and ‘Amrit’, are actually names of apartments and residential societies and the couple is actually deciding on a house from the various options available on 99acres.com. Meanwhile a voice over suggests the viewers to check-out all their options before settling down on the house of their choice.

     

    Commenting on the campaign, Sumeet Singh, Senior Vice President- Marketing and Corporate Communications, Info Edge said, “With over 65,000 new listings posted every week on 99acres.com , the portal is able to cater to various needs of different types of consumers. We understand that buying a property is a big decision and to reach the best option, one has to go through or check-out many options. Through this campaign, we have used an entertaining plot to subtly inform our consumers to check all available options while looking for property and 99acres.com is a place where one can find maximum options.”

     

    The idea, Sumitra Sengupta, Vice President, JWT Delhi, says, “Was born when we examined what one has to do to avoid missing out. You need to check options.”

     

  • The TVC that has been conceptualized by Candid Creations

    Wonder Cement launches campaign showcasing brand philosophy

    By A Correspondent

     

    Wonder Cement, part of the RK Marble Group has rolled out a campaign to communicate its new brand philosophy of ‘Ek Perfect Shuruaat’. The brand’s strategic intent was to own the moment of truth in consumers’ life which also happens to be the core of the brand’s existence. The philosophy is based on the strategic frame work of everything the organization does.

     

    The campaign is a robust 360 degree campaign owning the core brand idea across all mediums. The TVC has been conceptualized by Candid Creations and highlights the various emotional stages of a person’s life like marriage, first day at playschool, moving into a hostel for higher studies, first day at college, and laying of foundation stone for a new factory.

     

    Vivek Patni – Director, Wonder Cement said, “Cement as a category is seen as a commodity in general, but we don’t want our brand to be viewed that way. Hence, we have launched a series of TVC highlighting various significant stages in an individual’s life. The basic premise of our new campaign is connecting with the consumers emotionally which has been emphasized through the brand’s messaging Shuruaat Sahi Toh Har Baat Sahi.”

     

    Speaking about the campaign, Kiran Deohans – Creative Director, Candid Creations said, “Unlike other cement brands, Wonder Cement’s TVC doesn’t talk about the attributes of the product like strength, durability, hardness. Instead it showcases the important occasions that occurs in a person’s lifespan and reiterates the belief that well begun is half done”

     

    The campaign will be spread across threee months. The brand positioning will be further communicated by on-ground activation, print advertisements and radio commercials.