MxMIndia

Category: MARKETING

  • The campaigns titled 'Confessions' and 'Pehle Aap' stars Bollywood personalities Neena Gupta and Konkana Sen

    Grey India unveils new campaigns for Britannia Rusk

    By A Correspondent

     

    GREY group INDIA has rolled out the new Britannia Rusk TV commercials for its line of Rusk Biscuits. The campaigns will go on air from 5th December, 2014 and will seen across all popular GEC’s with a strong regional presence. The campaigns titled ‘Confessions’ and ‘Pehle Aap’ stars Bollywood personalities Neena Gupta and Konkana Sen.

     

    The consumer insight was that every healthy relationship needs a dose of fun. Enter Britannia Maska Rusk – the healthy goodness of double-baked wheat with the fun of herbs and butter. The amalgamation of this insight with the product allowed us to shift the traditional reverential relationship of saas-bahu to an everyday masti-wala-interaction, forming a mutual give and take relationship. It is the first time the saas-bahu relationship has been portrayed in this healthy avatar of a fun relationship – just like Britannia Maska Rusk. In both the tvcs, the typical tu-tu-mein-mein between the mother and the daughter-in-law during teatime, is shown in a fun, progressive way.

     

    Malvika Mehra

    GREY group India’s National Creative Director and Executive Vice President, Malvika Mehra said,” I think the beauty of this script was we managed to play out a charming, likeable story with the product dead in the centre of the film! Starting from the first frame itself, and remaining right through till the end. And yet keep it elegant. How often do you see that? Of course, Soojit’s touch along with effortless acting by both Konkana and Neena Gupta added magic to our story”

     

    Manjunath Desai – VP & Category Head, Britannia Industries said, “We are the leaders in Rusk category and it’s our responsibility to make the category more exciting for the consumers. That’s exactly what we are doing by introducing Maska Rusk – it’s got the right set of ingredients that makes the tea time a lot more exciting and the advertising is just the right means of communication that brings out the product and the right camaraderie and ensures we will see success with this.”

     

  • Natural and Pure emerge as strong messages in its new TVCs

    Himalaya Herbals unveils series of campaigns around new products

    By A Correspondent

     

    The Himalaya Drug Company has launched a series of campaigns for its products Strawberry Shine Lip Balm and Cocoa Butter Intensive Body Lotion. The new campaigns, conceptualised by Karishma Lintas, emphasises the brand’s commitment to natural and pure solutions.

     

    The commercial for Himalaya Strawberry Shine Lip Balm rolls out with a series of shots showcasing five protagonists with a concept around, “Wearing a natural smile.” It captures young women in different situations that includes a runner, a girl in college, a girl baking a cake or on a date with her boyfriend. The last girl is seen at the airport applying Himalaya Strawberry Shine Lip Balm as she looks at the arrival board, showcasing a sense of happiness. Every situation has a happy ending like a well baked cake, a runner breaking her own record or a girl being proposed to by her boyfriend, which brings ‘natural smile’ to their lips. Himalaya Strawberry Shine Lip Balm doubles the feeling of joy by bringing out a genuine smile.

     

    The second commercial for Himalaya Cocoa Butter Intensive Body Lotion captures the essence of purity and revolves around the concept of “The Purest Feeling.” The protagonist uses Himalaya right before her performance on stage. The commercial captures her flawless skin and depicts her movements as the other dancers observe her being mesmerized by the softness and fragrance of the lotion, the protagonist exudes confidence like never before.

     

    Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, says, “Today, categories including Body lotions and Lip Balms are seeing a substantial growth in the market, especially amongst college goers, who are more wary of problems like skin dryness and chapped lips. While, skincare problem is their primary concern, they are increasingly becoming more comfortable with natural ingredients based solutions while not compromising on good sensorial. To meet these requirements we have re-launched our Body Lotions with advanced formulation, premium packaging and appealing sensorial. Our Strawberry Shine Lip balm is the first lip balm formulated using 100 per cent natural color in India. With intense competition in both the categories, we feel our products are differentiated and efforts are being made to communicate their USP in our new TV commercials.”

     

    G V Krishnan, Executive Director, Karishma Lintas said, “Our task was to bring to life the key strength of Himalaya – natural ingredients and 100 per cent herbal color – in a manner that appealed to our TG. The idea of ‘natural smiles’ came from the product benefit and appeals to our target audience on an emotional level. In other words, the most beautiful smiles are the genuine ones.”

     

    Adding further he said, “The benefit of any moisturizing lotion is soft smooth skin. Our challenge was to communicate the product superiority (purest ingredients) of Himalaya Cocoa Butter Body Lotion in a unique manner. The creative idea ‘skin so soft, you feel like you want to touch it over and over again’ was given a new twist: instead of playing out the usual scene of the user being complimented by another person, here she is amazed by the softness of her skin and she loses herself to that moment.”

     

    Created by RU Films, the TVCs have been directed by Ravi Udyawar and produced by Binny Kapadia.

     

  • The campaign is for the Bank of India Vehicle Loan unit and has been shot by Pradeep Sarkar while the Production House is Apocalypse Filmworks

    ‘Your car, your wishes’, exclaims BOI in new campaign

    By A Correspondent

     

    RK Swamy BBDO has announced the rollout of a new campaign – Apni gaadi, apni marzi , for Bank of India. The campaign is for the Bank of India Vehicle Loan unit and has been shot by Pradeep Sarkar while the Production House is Apocalypse Filmworks.

     

    In most Indian cities because of various reasons there is a hardening in the attitude of Auto drivers. They often end up refusing their service to customers, which irks the customer. This is even more magnified when it comes to women. Instead of depending on the whims of an Auto driver, customers now have a choice. They can own their own vehicles at affordable  rates.

     

    Sangeetha N, President (West) & ECD, R K Swamy BBDO said, “The nice thing about this ad is that when the lady triumphs, she makes her point in a classy, gentle manner instead of being unnecessarily aggressive.”

     

  • For the first time makes use of illusion technique to connect with a niche investor segment

    HDFC Life unveils new ad campaign

    By A Correspondent

     

    HDFC Life has launched a new marketing campaign targeted at a niche investor segment that is well versed with ULIPs and is experienced in online buying. The campaign aims to raise awareness about HDFC Life’s second generation online ULIP – Click2Invest. Click2Invest is a unique online Unit Linked Insurance plan that offers not just financial protection but also a range of investment options. This first of its kind of plan is extremely cost effective as it invests 100 per cent of the premium and only charges fund management fee and a risk premium for mortality cover.

     

    Sanjay Tripathy

    Commenting on the new campaign, Sanjay Tripathy, Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life said, “Click2Invest has been a game changing plan for the life insurance industry. It passes all benefits to customers by offering 100% premium investment with just fund management and mortality charges – no premium allocation, policy administration and discontinuance fee. On this aspect, it directly competes with ELSS Mutual funds & at the same time retains all the flexibilities offered by ULIPs.

     

    This is the first time that HDFC Life has created an ad that is not entirely based on the emotional quotient but is banking more on a pragmatic ground of investment versus returns. When an investor puts his money in a financial product, his greatest concern is to know about the returns. We have used this very insight to communicate the simple message of the benefits of Click2Invest. The story of the ad is woven around the low charges and how over a period of time, the reduction in charges helps to build a bigger corpus thereby making Click2Invest a superior investment plan over other ULIPs.

     

    On the campaign, Vikram Pandey, Executive Creative Director, Leo Burnett, said “ULIP Investments are often subject to numerous charges. So they do grow, but not to their best potential. This ad, in an innovative way, explains how a small difference in charges today can lead to a big difference in your final savings tomorrow.”

     

    HDFC Life plans to take its new campaign to the customer through different platforms and intensify the brand experience.

     

  • Partners with Creativeland Asia and MTV on World AIDS Day

    ‘Make love without fear’, urges Durex via new campaign

    By A Correspondent

     

    On the occasion of World AIDS Day, Durex, the global leader in sexual wellbeing has taken a step further in promoting the message of safe sex by partnering with Creativeland Asia and MTV to launch a nation-wide campaign. The campaign features a 360 integrated campaign, which will leverage the campaign thought ‘Make love without fear’ through the brand ambassador Ranveer Singh.

     

    After making the nation groove to #DoTheRex, Durex brand Ambassador Ranveer Singh launched the campaign by encouraging the youth all over the country to break the silence and engage in an open conversation around safe sex. As a part of the campaign a reality show ‘Rex Talk’ will also be aired on MTV.

     

    Commenting on the campaign, Nitish Kapoor, Managing Director – RB India said, “As a global category leader, Durex is passionate about sexual wellbeing and understands the importance of connecting with youth in the country. Through this campaign we aim to encourage the youth to engage in an open conversation around safe sex and raise awareness around the subject by demystifying the stigma attached to it.”

     

    Sajan Raj Kurup

    On the creative execution of the campaign thought Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, “We are excited to partner Durex in this new strategic direction of encouraging the youth to engage in open conversations around safe sex. What better way to start than to take over the front page of Newspapers and news portals with a powerful message of protecting oneself against bad news.”

     

    To further the messaging and encourage a positive attitude toward sexual well-being, Durex is making available condoms at Re. 1 through the official company website and through online partners Snapdeal and Flipkart.

     

  • Candy Crush to launch designer clothes, handbags; inks licensing deal with Dream Theatre

    Now get Candy Crush Saga clothes, bags, shoes and even candies

    By Ratna Bhushan

     

    Developers of Candy Crush Saga, perhaps the world’s most popular online and mobile game, plans to cash in on its popularity in India by launching high-street designer clothes, handbags, shoes and, of course, candies under the Candy Crush brand.

     

    King Digital Entertainment Plc, the London-based owner of Candy Crush, has signed an exclusive licensing deal with Mumbai-based Dream Theatre, to license and sell Candy Crush branded products across South Asia.

     

    “Since women between 18-25 years have been identified as the primary consumers of Candy Crush, our core focus for extending the game to products is women’s fashion clothing, accessories, handbags, footwear and even home furnishing,” said Jiggy George, founder and CEO of Dream Theatre, an entertainment, sports, fashion licensing and brand management firm.

     

    Dream Theatre is close to signing a contract with a top Indian fashion designer, he said, but refused to name the person.

     

    In July, fashion designer Manish Arora had showcased a fall/winter collection for Amprapali jewellery inspired by Candy Crush.

     

    Mr George said Dream Theatre will also partner a confectionery player to leverage the obvious synergy between Candy Crush and confectionery by launching Candy Crush candies and confectionery.

     

    Candy Crush Saga, a match three-puzzle video game developed by King Digital in 2012 on Facebook, and later as a mobile app for smartphones, surpassed Farmville 2 as the most popular game on Facebook last year, with over 46 million average monthly users. Candy Crush has been installed over 600 million times on Facebook and iOS/Android devices, and was the most downloaded iOS app last year.

     

    It enjoys huge popularity in India too. “The Candy Crush is like a new-age virus – whatever its pros or cons may be,” said Shailendra Singh, joint MD of entertainment and sports marketing firm Percept.

     

    He said recently at a function in Meerut he saw one of the people manning a sweets stall playing Candy Crush on his mobile.

     

    The brand licensing market in India is estimated at $450 million, or about Rs 2,780 crore, at retail sales. It’s not even 1% of the global market estimated at $200 billion, but is growing about 20% a year, helped by online retail and organised retail.

     

    Licensing content and characters emanating from digital games and applications is a fast accelerating trend, replacing television and cartoon characters.

     

    Angry Birds, the first such success, has so far been the biggest hit with two billion downloaded games worldwide. Angry Birds has followed the original game with multiple extensions, animation shorts and an upcoming movie in 2016.

     

    For the Indian market, Dream Theatre, which also has licensing rights for Angry Birds, has launched products across 14 categories, including toys, board games, apparel and stationery.

     

    Angry Birds’ branded products are now available across 1,500 stores besides multiple online platforms.

     

    Mr George said with rights to licences for three digital properties – Candy Crush, Angry Birds and Talking Tom app – Dream Theatre was targeting Rs 150 crore of retail sales within three years.

     

    Globally, the gaming market is forecast to grow to $103 billion by 2017 with mobile gaming doubling its share to 34%.

     

    King Digital’s latest results showed profits down by 20% in the July-September quarter compared to last year, and it has been trying to increase market share in an intensely competitive mobile game industry.

     

    King Digital’s stockmarket debut in March this year was among the worst in the US. The company said it was diversifying beyond its core Candy Crush game and that its ‘non-Candy Crush’ game portfolio is now contributing 49% of its revenues.

     

    Source:The Economic Times

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

    Licensed to republish

     

  • TaxiforSure becomes India's first taxi player to announce a 360 degree brand campaign

    Lowe Lintas unveils new campaign for TaxiForSure

    By A Correspondent

     

    TaxiForSure, leading aggregator of taxi and car rentals, formally launched their new category of Nano taxis in the city recently. The move could be seen as a unique one in the Indian transportation industry so far, making in-city taxi travel even more convenient and affordable.

     

    TaxiForSure co-founders Raghunandan G and Aprameya R marked the launch of the service by flagging off company branded Tata Nano cars. The service has been launched with 100 Nanos in Bangalore and will be expanded to other Indian cities in the coming weeks.

     

    The Nano service will be available exclusively on the TaxiForSure app and mobile site in the ‘Pick Now’ option, which makes a cab available in minutes. The service will be priced at Rs. 25 for the first 2 k.m. and Rs. 10 / km after that, making it the most reasonable and comfortable taxi service available in the city.

     

    Speaking at the launch, Raghunandan G, Co-founder and CEO, TaxiForSure, said, “We are thrilled to announce our new Nano category that offers a great city-driving proposition. We are seeing great traction across 14 cities and we recently completed 3.5 million trips. The aggressive growth that the taxi industry is seeing requires innovative ways to bring more cars onto the road. Tata Nano is a well-loved consumer brand that is perfectly suited for city travel with its small footprint and zippy commute. It is also light on the pockets of our driver partners, who can now become entrepreneurs much more easily. With a brand-new design, well-trained drivers and an intuitive app experience, our customers will be wowed with the Nano.”

     

    The event also saw the launch of the 360 brand campaign for the brand in India. The TVC campaign is slated to go live on December 5 and will feature on Hindi movie, music, lifestyle, business and news channels.

     

    GV Krishnan

    G V Krishnan, Executive Director, Lowe Lintas and Partners said “We are excited to be handling the communication mandate for brand TaxiForSure. For us this campaign matters a lot, especially with all the action in the category and the opportunity to partner a bold and enterprising client.”

     

    Commenting on the launch of the 360 degree brand campaign, Aprameya Radhakrishna, Co-founder and Director, TaxiForSure said “Our customers have given us positive feedback on the pricing, service levels and reliability of TaxiForSure. This gave us the confidence to launch a 360 degree campaign that will help us take our services to a lot more people. TaxiForSure wants to change the customer mind set by getting taxis to be a part of their everyday life and choose TaxisForSure given its affordability and reliability.”

     

    The campaign will be spread across two months panning TV, OOH, Print, Radio and Online.

     

  • The company will now be handling the entire digital mandate for this brand

    Celkon hands over digital mandate to Liqvd Asia

    By A Correspondent

     

    LIQVD Asia has bagged the digital mandate of Celkon Mobiles, a leading manufacturer, which designs and manufactures a wide range of Windows and Android mobile phones. The company will now be handling the entire digital mandate for this brand.

     

    The agency which specializes in building digital experiences, will be designing strategies for all the digital assets of Celkon Mobiles including media buying, creatives, social media, search marketing, etc. and will lead complete Digital Services for the brand.

     

    On the decision of appointing LIQVD Asia as its digital agency, Murali Retineni, Executive Director, Celkon Mobiles said, “We have always been a pan-India brand with significant spends on digital but we are now planning an aggressive spike in our spends on the digital medium. We were looking for an agency that had proven capabilities in this segment and are delighted to have appointed LIQVD Asia as our digital agency. We are hopeful that together we will take the brand to new heights.”

     

    Commenting on the new client win, Zubin Nalawalla, co-Founder, LIQVD Asia said, “We are excited to add Celkon Mobiles to our prestigious client list and to extend comprehensive Digital Media management to the brand. We are looking forward to working closely with the brand.”

     

    Celkon Mobiles has been constantly in the news for launching Windows & Android phones at very affordable costs without compromising on the quality or features. The brand is looking at spending between 15-20 crore INR over a period of the next one year.

     

  • The plot is a heartfelt story of a true labour of love

    ‘Banao Pyaar se’ says JSW Cement in new campaign

    By A Correspondent

     

    Ogilvy Mumbai has unveiled a new campaign for JSW Cement. The plot is a heartfelt story of a true labour of love.

     

    The agency decided to tell the product story in an emotional manner, an approach rarely applied to this category. While consumers are always and certainly, very involved in home making, they are not very involved in choosing a cement brand for their homes. They used this emotional hook to tell consumers that when they wait a lifetime to make their dream home a reality, they should take their time in making the most important decision regarding their homes – the decision in choosing the cement for their home.

     

    The main film expresses the emotions of making a home. The two short films talk about specific product benefits – strength and colour. The main film is going on air from 6th Dec and the product films from 12th Dec. The TVC is supported with a 360 campaign.

     

    Navin Talreja, President, Ogilvy – Mumbai & Kolkata said, “Many campaigns use superficial, unreal emotions that lack any insight and then desperately try and connect the same back to the brand proposition. What excites us most about this campaign is that almost every Indian will identify with this insight and the emotion it evokes and it weaves in the brand story seamlessly. Many campaigns use superficial , unreal emotions that lack any insight  and then desperately try and connect the same back to the brand proposition. What excites us most about this campaign is that almost every Indian will identify with this insight and the emotion it evokes and it weaves in the brand story seamlessly. This makes us confident that this will be an effective piece that will help JSW cement break out and enjoy robust growth.”

     

    Rahul Akkara, AVP Brand JSW Cement said, “We were looking at how the competition was addressing its communications and we realised that everyone has been speaking about strength, superiority and so on… we also realised that the end consumer is not so involved in the decision making process of which cement needs to be purchased for his house. He depends largely on the mason, architect and contractor or is also happy with what the builder has given him in his home. The result after 4-5 years – he sees cracks in his house. This communication revolves around how people spend their entire life saving money and compromising on many family moments just to make that dream house, so when it comes to the moment of truth when he has to decide on which cement he needs to put, he should not get in a haste but take his time and build a home with the right cement which will last for generations. Hence we decided to go with the new tag line ‘Banao Pyaar se’.”

     

     

  • The campaign will be supported by a thematic TVC that shows both the actors overcoming their personal 'Mountain of Fears'

    Mountain Dew appoints new brand ambassadors

     

     

    PepsiCo’s Mountain Dew has signed on two new brand ambassadors – actors Arya and Akhil. As an extension to its philosophy of ‘Who Dares, Wins’ the brand has announced the launch of a new campaign #RiseAboveFear in Tamil Nadu and Andhra Pradesh. The campaign will be supported by a thematic TVC that shows both the actors overcoming their personal ‘Mountain of Fears’.

     

    Speaking on the association, Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India said, “With Mountain Dew, our endeavour has always been to inspire the youth to face their fears and overcome them to achieve something. We are proud to associate with Arya and Akhil who embody the spirit of ‘Who Dares, Wins’ and are a part of our #RiseAboveFear campaign. We believe we have created a great film with them and are excited to get feedback from our consumers.”

     

    Senthil Kumar, National Creative Director, JWT said, “Mountain Dew as a brand has stood for challenging oneself and overcoming our inner fears. In the film, our protagonist is out to search for the Kurinji flowers that bloom once in 12 years in the Western Ghat region of India. While they encounter a number of road-blocks which challenge their belief and force them to reconsider their decision of scaling the mountain; they eventually overcome their fear and successfully win over the Mountain of Fear.”

     

    The #RiseAboveFear campaign will be supported by a 360-degree approach including outdoor & on-ground activations and an exciting digital engagement programme. It will also be rolling out an innovative and exciting sampling with bikers, who will be showcasing their skills. Mountain Dew, the soft drink exhilarates like no other because of its active and citrus taste. Challenge, a can do attitude, adventure and exhilaration are deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth. The brand enjoys high salience in the Indian market via a deep and compelling consumer insight of ‘Who Dares, Wins’. The campaign encourages consumers to overcome their inner fears and try something new, explore new boundaries to emerge victorious.

     

  • This is the third 'Priceless Surprises' campaign presented by MasterCard in India

    MasterCard out with another ‘priceless’ campaign

    By A Correspondent

     

    Some moments in life are truly priceless like that of the sweet company of your special someone or your long lost buddy from University or the one who has been miles away from you for long – it is about the person that really matters the most to you. MasterCard is giving users a chance to celebrate a ‘Priceless New Year’s Eve’ in a unique way that one would wish for with their loved one. The same is being positioned by the MasterCard Priceless Surprises New Year’s Eve campaign, featuring Hugh Jackman as the ambassador.

     

    From now till 13 December, 2014, users have to share on the MasterCard FB page who that special someone is that they would want to spend the coming New Year’s Eve with. The most enthralling story will be rewarded with a gift – the chance to celebrate a priceless, personalized New Year’s Eve together with that special person on New Year’s Eve.

     

    This is the third ‘Priceless Surprises’ campaign presented by MasterCard in India following the campaigns ‘SPG Dream a Trip’ and ‘The Real VIP Justin Timberlake Campaign’ rolled out in Jan and September respectively.

     

  • Spurred by survey that reveals a host of ill-informed lingerie decisions by women in India Zivame to launch infomercials to make women aware about desirable lingerie habits

    Zivame unveils series of infomercials to promote best practices in lingerie usage

    By A Correspondent

     

    In a bid to educate Indian women on some essential facts about lingerie usage, online lingerie store Zivame.com announced the launch of five new TV infomercials addressing some of the most common lingerie faux pas prevalent in India. The need for an educational approach arose because several of these less than desirable lingerie practices, have health and wellness implications for women. Each infomercial will be of 10 seconds in duration and will be telecasted for a month on leading Hindi and English general entertainment, movies, cookery and music channels.

     

    The insights for the infomercials have been drawn from a survey conducted by Zivame to study lingerie habits of its customers as well as from customer feedback and knowledge it has gathered over the years. The survey brought to fore some shocking facts about women’s understanding of lingerie. Key findings include that that 4 out of 5 Indian women do not know their right size and have been wearing wrong size bras all along. Women are also not aware that the life of a bra is a maximum of six months and often equate expensive lingerie with longevity. According to Zivame’s survey, 53 per cent were still using bras that were more than six months old. The infomercials aim to educate women about such lingerie basics that are important for their health and wellness.

     

    Richa Kar, Founder and CEO, Zivame said, “Our research showed us that a large number of women are shockingly unaware of good lingerie practices – whether it comes to selecting lingerie or using it. As leaders in the category, we believe it is our duty to sensitize all women – whether they buy online or not – about some of the basic do’s and don’ts of lingerie usage, particularly given the health and wellness implications. Television is the best medium for such large-scale reach out and we hope that our campaign will manage to bring about some much needed change in lingerie habits among Indian women. We plan to do more.”