MxMIndia

Category: MARKETING

  • It plans to enter new segments and expand brand portfolio to drive the next phase of growth

    Parag Milk Foods unveils new corporate identity

    By A Correspondent

     

    Parag Milk Foods (P) Ltd has announced their new corporate identity and unveiled a new logo. Parag Milk Foods has exciting plans to expand into newer milk segments and extend their brand portfolio to drive the next phase of growth. This strategic move is intended to bring all their brands together under the new umbrella corporate brand, helping to build a stronger brand connect and recall with the parent company.

     

    Devendra Shah, Chairman, Parag Milk Foods (P) Ltd. said, “It has been a fantastic journey so far which has spanned over the last two decades. We have matured and evolved as a company and have always stayed at pace with the changing dynamics of the market and understood the pulse of our consumers. This journey started with launch of Gowardhan brand, which was targeted towards traditional value-seeking house-wives, followed by the introduction of Go brand, targeted towards youth & kids for direct consumption products. While we have had strong double digit growth in the past, our future plans are exciting enough with accelerated growth rates of 50 per cent, over the next few years. This will happen with venturing into newer categories and adding new brands in our portfolio.”

     

    The launch of the new logo and brand identity was developed by brand consultancy firm Scion. “As Parag’s brand partner, we have been closely involved in the development of Parag’s multi-brand story. The new corporate branding system supports and reaffirms the purpose, values and culture that have been at the foundation of the company. The bold and vibrant logo with a splash of milk forming a star as its central graphic element, celebrates the company’s culture of passion and a culture of innovation. The brand expression “Ideas for a new day” captures the brand promise of making milk moments inspiring and enjoyable – a promise that is deeply rooted in the heritage of the company and has been fundamental to its success,” asserted Ramesh Rao, MD, Scion.

     

  • With the new TVC, L'Oreal Paris is addressing the needs of Indian consumers by strengthening the proposition of a product they strongly connect with

    L’Oreal Paris encourages consumers to forget scissors

    By A Correspondent

     

    L’Oréal Paris has introduced the all new Total Repair 5 range that encourages consumers to ‘Forget scissors and keep the length of your hair just as you desire.’

     

    This new range was unveiled through a TVC with L’Oréal Paris brand ambassador Aishwarya Rai Bachchan playing her role to perfection. The TVC conceptualized by McCann Erickson Mumbai and produced by Equinox Productions Pvt Ltd shows Aishwarya Rai showcasing a unique short crop look while talking about how she doesn’t need to cut her hair and can now choose to grow it to the length she desires without worrying about damage as she uses the all new Total Repair 5 range.

     

    Commenting on the launch, Manashi Guha, General Manager – L’Oréal Paris India, said “With the launch of a new and improved Total Repair 5 product range, L’Oréal Paris is addressing the needs of Indian consumers by strengthening the proposition of a product they strongly connect with. A lot of research has gone into giving the contemporary Indian woman exactly what she wants to care for her hair. As a beauty icon it will be refreshing to see the reaction of consumers to Aishwarya’s short cropped look in the TVC. Through her long-standing association with the brand, she is synonymous with our offering of ‘5 problems, 1 solution’ and embodies a classic essence of natural beauty.”

     

    Sharing their thoughts on the premise of the TVC, Sachin Talwalkar, ECD and Abhinav Tripathi, ECD, McCann Erickson Mumbai, shared, “It is interesting how we arrived at our insight. Most Indian women love long hair yet many choose to keep it short. And we always wondered why. Was it because of fashion? Obligation? Peer-pressure? Family? In our minds, the reasons were plenty but all these seemed very superficial. But all of us knew this was interesting space to explore. So we mulled over it, probed further and we also spoke to a couple of women.

     

    Interestingly, all of them had similar answers. They said that more often than not, they cut their hair short not out of choice, but because of circumstances. And in this case the ‘circumstance’ was clearly damage. That was our ‘Eureka!’ moment. It was such a beautifully simple answer and such a brilliant insight. We knew this insight would resonate with millions of women because each one of them was fighting the same battle. Damage. From there on, it was all about getting the message across. Why should any woman be forced to cut her hair because of damage?

     

    We wanted this to be a clutter-breaking commercial; and because our communication was different and our execution had to be too. That’s how we decided on Aishwarya sporting short hair, definitely a refreshing change. We’re very happy with the outcome. All of us love the commercial. We’re hoping the consumers will too.”

     

  • The campaign is based on the insight that physical strength evokes moral strength

    Leo Burnett unveils new campaign for Anchor White toothpaste

    By A Correspondent

     

    Leo Burnett has launched a brand new campaign depicting how one can stand up against wrongdoings, under the tagline ‘Bindaas Daant, toh Bindaas Aap’, for Anchor White toothpaste.

     

    The campaign, which features two films, is based on the insight that physical strength (of teeth in this case) evokes moral strength. One film titled “Milkman” is already on air while another is to follow later this month.

     

    The two films showcase an ordinary day in the life of a kid who stands up and expresses his views strongly and does not  back out even as the odds are stacked against him, thanks to Anchor White toothpaste.

     

    Sanjay Shah, Managing Director, Anchor Beauty and Health Care, said, “The work done in the toothpaste category is usually very stereotypical, which has led to a blind spot in the minds of consumers. With a product having one of the best formulations in the market, we needed to communicate a higher order benefit of strength. We believe that when you are strong from within, you can stand strong for what you believe in. We chose to make kids our brand ambassadors as they are the real change agents in society. As a brand we not only believe in delivering the best products but also in holding strong moral values. We believe that as a brand we should stand up for the right and fight for it. Our films deliver a societal and moral message along with a strong product promise.”

     

    Raj Deepak Das, Chief Creative Officer, said, “In a category that is driven by product demonstrations, the new Anchor toothpaste campaign pleasantly surprises by showing kids fearlessly taking a stand against what is wrong. The films effectively take the core product proposition of ‘making teeth so strong that they are not afraid of anything’ into a bigger life context of fearlessness against wrongdoing. This takes India’s mood of driving change and standing up for what you believe into a new high.”

     

  • The campaign breaks with a 4-min film, 'Daddy aur Zooey a soul-stirring story of a father and son, the unique relationship they share

    JWT gives Tata AIA Life a makeover

    By A Correspondent

     

    J. Walter Thompson’s new campaign for Tata AIA Life, ‘Daddy aur Zooey’ gives the brand a complete makeover. The new campaign from the brand redefines Life Insurance by reminding everyone of a simple truth – ‘We live for the good of our loved ones’. A sentiment that’s the heart of life insurance, but often forgotten in the cluttered category.

     

    Commenting on the campaign, Ravi Vishwanath, Deputy CEO, Tata AIA Life said, “Making Good happen for our customers, partners, shareholders, and employees is why we exist.  Our campaign tells a simple truth well, but in a fresh way.  I am grateful to the amazing JWT Delhi and Boot Polissh Films teams for translating our vision into this campaign, which is a labour of love.”

     

    The campaign breaks with a 4-min film, ‘Daddy aur Zooey is a soul-stirring story of a father and son, the unique relationship they share. It is a film that is unflinchingly real, depicting bittersweet moments that we have all lived through.

     

    Anirudh Verma

    “It’s a proud moment to be part of rebuilding, redesigning a Tata brand from ground up.

     

    A unique look and feel to life insurance that makes it more now, approachable and people friendly. And with all hope to greater success”, says Anirudh Verma, VP & Senior Creative Director.

     

    Breaking all media conventions, Daddy aur Zooey will be premiered on TV as the first branded short film by an Insurance company. It will be also released as a shareable Internet film on YouTube and promoted under the social media handle #daddyaurzooey. The original soundtrack from the film ‘Tu Hai Mera’, will be aired as a full-length song for radio listeners. The film has been produced by Boot Polissh Films.

     

  • The new campaign highlights the need for protection-

    Max Life launches a digital awareness campaign

    By A Correspondent

     

    Max Life Insurance has undertaken a digital campaign named ‘Second Chance’ to create public awareness about the need for protection through life insurance. This is a unique initiative by Max Life to make people re-think the fact that no one is immortal in the world, life is uncertain and misfortune can strike anyone, anytime.

     

    The campaign comprises of two videos with real stories of people, narrating how their lives have given them second chance which in most cases is rare. The videos also showcase and experience of the family members in the vulnerable and tragic condition.

     

    Commenting on the new campaign, Anisha Motwani- Director & Chief Marketing Officer, Max Life Insurance said, “In India, insurance is majorly considered as an investment option; not too many people see it as an essential part of financial planning. We also tend to live under the shadows of misplaced optimism, making us believe that misfortune will never strike us. With this campaign we have tried to create awareness about the need for protecting one’s life through real life stories and encourage people to think and consider protecting one’s life for the sake of not just themselves but more so for their families.”

     

    She further added, “We decided to take the digital route in this campaign since today, customers are more tech savvy and inclined towards buying protection plans online. The Max Life Online Term Plan is born out of customer insights, focuses on ease of purchase, and provides advice at every step of the purchase process. This plan with unique offerings is only the start and an attempt to bridge the existing gaps in the online term plan offerings in the market.”

     

    Max Life plans to run the campaign through Social Media platforms like You Tube, Facebook and Twitter, directing people to a website, where they can view videos, get inspired from stories of real people who have had near death experiences personal instances and take steps to protect their family. On this website, people will also be able to share their real incidence of “Second Chance”.  Max Life will also reach out to bloggers and opinion leaders who command a following on the internet and ask them to rally around the cause and urge people to protect their loved ones. The campaign will go live on 23rd January 2015.

     

  • Vizeum was named the media AOR after a thorough assessment

    Vizeum appointed media AoR for VGP Universal Kingdom

    By A Correspondent

     

    Vizeum India has been named the media AOR for VGP Universal Kingdom, a Chennai-based family amusement park, after a thorough assessment.

     

    The concept of amusement parks and beach resorts, which were only popular in foreign countries until a while back, was brought into India by the visionary VG Paneerdas in the year 1975. He created VGP Golden Beach, located on the East Coast Road in Chennai. Currently with more than 40 rides, including the first of its kind in India – the family roller coaster ride, the mixer ride, the Top Gun from all over Europe and the United States and a themed water park – the latest addition, VGP is clearly a top rung tourist attraction to watch out for.

     

    VGP Ravidas

    Speaking of the appointment, VGP Ravidas, Managing Director, VGP Universal Kingdom said, “Fun is a serious business and we have been looking for a media partner who understands this balance. We found Vizeum perfectly fitting the bill. I feel they have the right wherewithal to work with us in fulfilling our future ambitions. We look forward to a long and fruitful relationship with Vizeum.”

     

     

    S Yesudas

    Commenting on the win, S Yesudas, Managing Director Indian Subcontinent, Vizeum said, “We are grateful to the VGP Universal Kingdom management for finding a partner in Vizeum. We will have fun together in working on this assignment while we seriously help the park move forward in consumer engagement and growth. This business will be handled out of our Chennai office, under the leadership of Subhas Warrier, VP, Vizeum, South.”

     

     

  • The activation was implemented at various malls across major cities of India including Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata

    DDB MudraMax executes on-ground activation for Tupperware

    By A Correspondent

     

    The great Indian wedding season in India never ends. The shoppers and the customers are always on a look out for smart gifting solutions which are useful not only to the newly married couple but to the family at large. This insight was the reason behind the inception of the recently executed wedding themed campaign for Tupperware to promote their smart gifting solution.

     

    To engage the customers and to position the smart gifting solutions of Tupperware as an apt gift for the weddings, DDB MudraMax and Tupperware did an on-ground activation that was implemented at various malls across major cities of India including Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The engagement games were specially designed to grab the audience attention. The customers were involved in games like Tupperware wedding trivia and Tupperware mehendi. The winners of the games were gifted Tupperware hampers.

     

    The activation was widely appreciated and helped the brand to showcase their gifting solutions to the customers thus creating a recall in the audience’s mind through their interactive and fun filled approach.

     

    Chandan Dang, Chief Marketing Officer, Tupperware said, “Tupperware products are beautiful and thoughtful gifts that show the receivers that you truly care for them. The Wedding Gifting on-ground campaign sought to connect with our target consumers and engagingly showcase how our products like the Ultimo range are perfect for gifting as Wedding gifts and a great expression of thoughtfulness and care.”

     

    Alvin D’Souza, Vice President, DDB MudraMax-Experiential quoted, “We at DDB MudraMax-Experiential constantly strive hard to help our clients resolve their brand challenges. The clutter breaking campaigns that we have crafted for Tupperware over the last couple of years bears testimony to our endeavor. The campaign is crafted reaching out to a larger base on ground and which gave the brand an opportunity to interact directly with the customers. I am pleased with the outcome of the recent wedding campaign, which provided substantial traction for the brand and generated significant impact on sales. It’s been an exciting and fulfilling experience working on the brand and we look forward to crafting more such relevant experiences for Tupperware.”

     

  • Hakuhodo stole a march over Scarecrow Communications, and a few newly set up creative hotshops

    Hakuhodo Percept bags Numero Uno Jeanswear creative account

    By A Correspondent

     

    Hakuhodo Percept has won the creative mandate for Numero Uno Jeanswear, the denim wear brand from Numero Uno Clothing Limited [NUCL].

     

    This was a multi-agency pitch that involved strategy, creative and execution plan presentations including Digital, BTL and ATL, where Hakuhodo stole a march over Scarecrow Communications, and a few newly set up creative hotshops.

     

    The advertising spend is valued at Rs. 50 crores.

     

    Numero Uno is one of India’s oldest denim brands. This homegrown brand’s fashion-wear is targeted at the youth and the product range includes jeans, jackets, t-shirts, shirts, etc. Numero Uno has stepped into a repositioning phase and Hakuhodo’s mandate is to work out a comprehensive brand development strategy to position Numero Uno as a modern contemporary player for the aspiring youth.

     

    Confirming the win, Elvis Sequeira, COO, Hakuhodo Percept, said, “Hakuhodo is proud to partner such an energetic Indian brand on its ambitious journey. What’s exciting is that the collaboration will go beyond just brand building to business building as well. There’s a tremendous creative energy in our interactions with everyone there, starting with Managing Director Mr. Narinder Singh. We are looking forward to the challenges of repositioning the brand in today’s landscape of brick and mortar as well as in the online space. Our creative juices are already flowing thinking up new opportunities and ideas on consumer touch points and engagement tools. This is the way Hakuhodo works globally and we are bringing this level of involvement into each of our relationships in India.”

     

    On Hakuhodo Percept’s appointment as Numero Uno’s creative partner, Narinder Singh, Managing Director NUCL, said  “Looking at the new age youth and the way forward for the brand Hakuhodo came up with ideas that were strong and exciting enough to evoke the right emotions in the TG. Hakuhodo was able to use the insights to bring the brand a step closer to the consumers heart rather than just the wardrobe.”

     

  • The storyline of the TVC revolves around a couple on the brink of separation

    Urban Ladder plays the emotional game with ‘Brings You Closer’

    By A Correspondent

     

    Online furniture company Urban Ladder has unveiled a new brand campaign ‘Brings You Closer’.  The online furniture and home décor company’s first TVC went on air on 27th January’15.

     

    The storyline of the TVC revolves around a couple on the brink of separation. While the husband is packing up to move out, the wife points at the sofa in their living room and suggests he should take it because he bought it. The husband however insists she keeps it since she selected it. Just before the husband is about to leave, the couple wonders why they haven’t been able to sit together and talk about their problems. The film ends with the couple attempting a conversation on the very same sofa.

     

    Rajiv Srivatsa

    Expressing his views on the campaign, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Home is where people connect with each other, and furniture plays an important role in it. Furniture is no more just a functional element; it’s a representation of one’s identity and also of moments shared together with loved ones. Our brand campaign ‘brings you closer’ aims to highlight this warmth, and the emotional undertones that Urban Ladder adds to a home, with only a subtle product reference.”

     

    The campaign has been conceptualized by Lowe Lintas.  GV. Krishnan, Executive Director, Lowe Lintas said, “We saw a unique opportunity to differentiate and say an emotional story and this inspired us to conceive the idea – ‘Wonderful Things Happen in Beautiful Homes.” Rajesh Ramaswamy, Executive Creative Director said, “This was a very different creative experience, and we had to get the emotion and the pitch right for the script. It was really bold of the client to believe in a script that is not cliché.”

     

    Urban Ladder’s marketing and advertising initiatives were largely focused on the digital medium thus far. This is the first brand campaign that intends to explore other media channels such as television, radio, print and outdoor media to broaden its reach.

     

  • The TVC takes one through the journey of an army man who is questioning himself – has he truly been a good father to his child?

    ‘Are you a Great Dad?’, quizzes SBI Life through new campaign

    By A Correspondent

     

    SBI Life Insurance has launched its new brand campaign by O&M Advertising that questions the responsible parent in all of us, by asking the pertinent question, ‘Are you a Great Dad?’ The TVC takes one through the journey of an army man who is questioning himself – has he truly been a good father to his child?

     

    The film opens on the army man back from duty waiting longingly outside his child’s school to receive him. The son on seeing his father rushes into his arms and they exchange a big warm hug. The film continues with the father and son enjoying playful moments together, before the mother interrupts to get the child ready for school. It is followed by the child polishing his shoes, imitating his father’s every action. The film finally ends on the child about to fall asleep on the sofa while reading a story book and the father coming in just in time to cushion his fall. Throughout the film we hear the voice of the army man wondering if he has been a great dad.

     

    Braj Kishore, Head – Brand and Corporate Communication, SBI Life Insurance said: “The need of the hour is to get consumers to buy Insurance for the right reason which is Protection. Being market leaders we felt it was important to make people realize that it is not only what they do when they are around that makes them a responsible and great parent but even after they are gone. Buying Life insurance can secure the future of their loved ones and ensure that the family is well looked after. Our new campaign sets out to remind people of just that.”

     

    Abhik Santara, Senior Vice President, O&M Advertising – Mumbai said: “A lot of insurance brands use fear psychosis to sell their product. We felt it was necessary to communicate the importance of being insured but in a refreshing, relevant and endearing manner. The thoughts running through the mind of the army man are thoughts that every father can relate to. We wanted young fathers to introspect if they were doing enough for the well-being of their family, especially when they are gone.”

     

  • Award-winning ballet dancer Misa Kuranaga stars in first chapter of #changedestiny global campaign by Leo Burnett Singapore

    P&G unveils new brand philosophy for SK-II

    By A Correspondent

     

    SK-II recently unveiled a new brand philosophy #ChangeDestiny with the launch of its biggest empowerment campaign to date. Developed by Leo Burnett teams in Singapore and Tokyo and shot by Indy8, the global launch film features acclaimed ballet dancer Misa Kuranaga. Holding the honor of being the first Asian to become Boston Ballet’s principle dancer, Kuranaga’s life story of defying the odds to achieve professional success takes centerstage in this inspiring video.

     

    Her story perfectly exemplifies the philosophy behind #ChangeDestiny, SK-II’s latest campaign to inspire women to change their own destiny, regardless of the little “dictators” in their life.

     

    Kylene Campos, associate marketing director, global SK-II shared, “A recent study we conducted found that long term use of SK-II proves that it is possible to beat skin’s risks posed by DNA to go beyond the skin women have been born with. This insight inspired the core idea for #ChangeDestiny – which is all about challenging the belief that destiny is set at birth and celebrating women who have gone beyond limitations to achieve success. More importantly, #ChangeDestiny –which is deeply rooted in SK-II’s product truth – is hopefully the beginning of a positive movement to inspire women around the world.”

     

    In this chapter of #ChangeDestiny, Misa shares the overwhelming challenges – or little “dictators” – she faced as she embarked on her career as a professional ballerina. Despite the immense challenges and rejection she faced, her grit and firm belief in taking control of her destiny contributed to her success.

     

    Speaking about the creative idea behind the campaign, Delara Lalwani, creative director, Leo Burnett Singapore said, “Until now, the skincare category has always focused on women’s insecurities, we wanted to change that. #ChangeDestiny was created to inspire women to take a different view of destiny – to remind them that destiny is in your hands, in the decisions you make and the chances you take. To bring this idea to life, we needed a real story of a woman who took charge of her destiny. After a global search, we found her in the Boston Ballet. Misa’s life story of struggles, the demons she had to face and how she overcame it all, left everyone in the room with a lump in their throats. We knew then we had to take this story to the world.”

     

    The #ChangeDestiny campaign aims to champion and inspire women to take control of their destiny – whether in life or in their skin. For 35 years, SK-II, with its iconic Facial Treatment Essence, has helped women take control of their skin destiny to unlock crystal clear skin, no matter the skin DNA potential or risks they were born with. As proven in the brand’s recent groundbreaking Skin Destiny Study, it is possible for women to go beyond their DNA limitations to change their skin destiny. Based on the study, loyal SK-II users had lasting crystal clear skin even in their 30s, 40s, or 50s regardless of the skin they were born with.

     

  • It aims to address the dipping female sex ratio and empower the birth of girl child in the country

    Grey’s ‘Beti Bachao’ to empower birth of a girl child

    By A Correspondent

     

    GREY group India has unveiled the ‘Beti Bachao’ campaign. This is a Government of India initiative undertaken by the Ministry of Women & Child Development that aims to address the dipping female sex ratio and empower the birth of girl child in the country.

     

    Discrimination against the Girl child is a very serious social problem prevailing in India. In order to stop this heinous behavior of aborting a girl child and to punish the culprit, GREY group India uses simple yet powerful idea of ‘Crime’ into a series of three television commercials. All three commercials make a hard-hitting statement that even the thought of feticide is equivalent to murder, thus creating a barrier at the root of the crime itself.

     

    Malvika Mehra, Executive Vice President and National Creative Director, GREY group India said, “The inhuman practice of female foeticide is rampant in our country, in even so called ‘urban homes’. It is shockingly par for the course that if there is even an ‘inkling’ of the unborn child being a girl, abortion seems the only ‘normal’ way out. In these three films (cutting across different strata in society), we have tried to ‘arrest this heinous thinking’ to begin with, where the very ‘matter of fact’ approach to killing an unborn girl child is threatened by the fear of strong judicial action. Portrayed via handcuffs in the films. Sometimes nothing works better than a threat.”

     

    Malvika Mehra

    The commercials depicts three real-life situations of a rural household, a town sonography clinic and an urban dining room, where the idea of foeticide is shown in a very obvious, expected sort-of-way as if nothing is wrong and that conversations of foeticide is very normal and accepted in social practice.

     

    The first commercial of a rural household is set in an average rural backdrop and starts with a bunch of men enjoying their cup of winter morning tea. A phone call breaks the silence and from the conversation it’s understood that after an illegal sex-determination test, the news of a girl child is final. Friends and relatives of the to-be-father in a very matter-of-fact way convince him to take his wife to the clinic, suggesting an abortion. It goes on to portray helplessness of the female character in the film. After which it is shown that the person who suggest the idea of foeticide is a criminal as the thought of female foeticide is equivalent to murder. And guilty will be severely punished. The film is powerfully supported with Prime Minister Modi’s speech and a positive fact about the achievements of women in India. ‘Girls won 27 medals in the 2014, Commonwealth Games for India’.

     

    The second commercial of a sonography clinic shows where a mother-in-law is trying to coerce the doctor into revealing the gender of her pregnant daughter-in-law’s foetus. Like the first film she is willing to take steps to do away with the child by any means if it’s not little “Krishna jee” (Lord Krishna), i.e. a boy.

     

    The third film is the story of an urban couple expecting a baby, having a conversation on the dinner table. Through the conversation we understand how the to-be father is not even willing to think names for a girl child when the wife questions him. He is adamant and forthright, that all he wants and expects is a “Raja beta”. For him, the honour and pride of his family name and his own social respect is derived naturally, only from a son.

     

    All three films are treated in cold color tones to bring out the dark subject with the subtle colloquial narrative, a hard-hitting end and a popular Prime Minister’s call for action speech. Hopefully, making a big difference to an even bigger problem