MxMIndia

Category: MARKETING

  • The launch of Pan Bahar Crystal gave the company a great opportunity to reposition their flagship brand

    DDB Mudra unveils new multimedia campaign for Pan Bahar

    By A Correspondent

     

    Pan Bahar, the pioneers and the primary manufacturers of pan masala, are known to the world as the ‘Heritage Pan Masala’. The company recently ventured in the ultra-premium segment with the launch of ‘Pan Bahar Crystal’, the world’s most expensive Pan Masala.

     

    The launch of Pan Bahar Crystal gave the company a great opportunity to reposition their flagship brand. Thus, a multi-media campaign with the new positioning ‘Pehchan Kaamyabi Ki’ (Identity of Success) was launched with none other than Saif Ali Khan as the brand ambassador.

     

    Spread across print, television and digital, the brand has come up with interesting strategies to promote the campaign and to introduce Pan Bahar Crystal to its loyalists. The recently launched ad film featuring Bollywood superstar Saif Ali Khan is being publicized on the brand’s social pages. Pan Bahar also ran an online contest in connection to the ad film which one could participate in by watching the film, visiting the brand’s website and correctly answering the three questions.

     

    Vandana Das
    Sambit Mohanty

    Vandana Das, President, DDB Mudra North, said, “The objective of the campaign was to establish Pan Bahar as a brand with a unique and aspirational identity that consumers could easily symbolize with success. The brand category to which Pan Bahar belongs to is largely driven by loyalty and hence great emphasis has been laid on using success and achievement- aspirational tone of communication.”

    Sambit Mohanty, Creative Head, DDB Mudra North quoted, “In challenging times, a person needs anchors that help him take a unique identity and make a personality statement. But for some people, their achievements are their identity – they don’t need to shout out loud that they’ve ‘arrived’. Their achievements do it for them. This is the thought that we used while crafting this campaign.”

     

    Akhil Jain, CEO, Pan Bahaar said, “Pan Bahar as a brand has continually set benchmarks in the industry by delivering excellence through innovation of process and uniformity of taste, in our product offerings. The campaign has given a great emphasis on having arrived in life, success & achievement- aspirational tonality. It’s all about making a life-style statement.”

     

     

     

  • It is an exclusive invitational event for CEOs and corporate heads across India

    Lloyd partners Business Today Pro-Am of Champions for golf

    By A Correspondent

     

    Teeing off their foray into golf, LLOYD Electric & Engineering Limited has signed up a 5-Year term with Business Today Pro-Am of Champions as principal sponsor.

     

    Business Today Pro-Am of Champions is one of India’s prestigious corporate golf tournaments. It is an exclusive invitational event for CEOs and corporate heads across India.

     

    Now into its 19th year, the tournament will be played in Mumbai and Bangalore culminating with the national finals in Delhi on 7th-8th March ’15.

     

    The regional rounds will have the top corporate decision-makers compete with one another at India’s finest golf courses. In the Delhi Pro Am, some of the finest professional women golfers and corporate golfers will team up to vie for this prestigious title.

     

    Commenting on the partnership, Nipun Singhal, Director – LLOYD Electric & Engineering Limited said, “We are delighted to partner with the BT Pro-Am Golf as the Principal Sponsor. At LLOYD, we are looking at avenues to create greater value for our brand and customers. This marquee initiative will help the brand at an aspiration and business level. At Lloyd, we believe in creating long-term partnerships that work as valuable assets for the brand, in a similar way that a customer or a partner of LLOYD looks at building a long term partnership with us through our products and services. We thank Creatigies Communications for bringing to LLOYD this opportunity and wish to see this partnership and the event grow bigger and better each year.”

     

    Navroze D. Dhondy, Founder & MD, Creatigies Communications, the Marketing partner of the Event, said, “It was wonderful to see LLOYD grab such an opportunity immediately, finding great value in the proposal we shared. We are confident that this will be a great partnership keeping in mind the similar vibes and energies both the brands have. Creatigies is delighted to be working with LLOYD to find innovative ways of leveraging this opportunity, further enhancing the value of this association.”

     

  • The task was to project the portal as an expert and friendly guide in the home search process

    Magicbricks seeks to make house-hunting a pleasant experience

    By A Correspondent

     

    Magicbricks has unveiled a new TVC that shows a young wife and her husband searching for a property. The film shows that hunting for a house can be a pain-free experience, and the process can bring a couple even closer; turning the hunt for a house a pleasant experience.

     

    Ankur Suman, Creative Director, R K Swamy BBDO, said “We wanted to give our communication tender and softer hues and therefore an emotional layering was imperative. The song ‘Do deewane sheher mein’… serves that purpose perfectly. An important ingredient of the new Magicbricks campaign, this song is arguably Hindi Cinema’s only home search song! Against the backdrop of this song, we wanted to depict a simple, credible story around the ease of searching property on the website, without any joke or contrived created device jostling for viewers’ attention. So this campaign sets the right tone for the brand and acts as the first step to build an emotional bridge between the portal and users, which is quite pertinent to something like home search.”

     

    Sunil Kukreti, Senior Partner, R K Swamy BBDO said, “The online real estate portal category is now getting very competitive and the task was to project the portal as an expert and friendly guide in the home search process. The TVC had to emotionally connect with the consumers while getting across that Magicbricks simplifies the home search process and makes it easy and fun.”

     

  • The new fitness drive is aimed towards aspiring people to dedicate one hour from their busy schedules

    Dhoni exhorts India to spend an hour for fitness

    By A Correspondent

     

    Reebok India has launched the ‘MSD4India’ campaign with Dhoni where the Indian cricket captain is asking Indians to join the ‘1 hour of fitness’ movement with him.

     

    The new fitness drive is aimed towards aspiring people to dedicate one hour from their busy schedules to get fit and adopt a better and healthier lifestyle. In the recently revealed video, MS Dhoni is asking India for one hour where one will feel their legs burning, their heart pumping and their lungs begging to stop but every minute of it would take them a step forward towards being fitter.

     

    Somdeb Basu, Brand Director at Reebok India commented, “This is not a campaign. I would call this a movement to “change lives”. We wanted to do something that would connect with millions of people across the country, and inspire Indians to be Fit for Life.  Ours is a unique nation that reacts equally well towards candle vigils or ice bucket challenges. We come out in support of each other which is a great thing but what about when it comes to our own self? And that is how this idea was borne. M.S. Dhoni was the perfect choice for such an idea, because of the immense respect and love he has garnered from India over the years, and his embodiment of Reebok’s ‘Fit for Life’ philosophy. We truly hope that we are successful in gaining support for this ‘fitness movement’, and make our vision of a ‘Fit India’ a reality.”

     

    With MS Dhoni’s exclusive fitness content to be revealed in coming days, fitness enthusiasts and his fans can discover that one hour at www.msd4india.com. From customized fitness schedule to diet plans, people will have access to all that they need to get started on their fitness goals. Each plan is based on individual fitness goals, lifestyle and dietary preferences for people from all walks of life.

     

  • The TVC is aimed at educating consumers on preventive approach to waterproofing while constructing new homes

    Dr. Fixit unveil new TVC during World Cup

    By A Correspondent

     

    Pidilite Industries launched its second campaign during the ICC World cup 2015 during the India-South Africa match. The new TVC is aimed at educating consumers on preventive approach to waterproofing while constructing new homes.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit offers a range of waterproofing products which address all the critical areas of waterproofing.  With this new TVC, we are educating consumers about preventive waterproofing, using Dr. Fixit LW+‘Tonic for Cement’ while building their homes. Dr. Fixit LW+ is advocated to be added to cement to build healthy homes.  The new TVC is humorous and encourages the consumers to adopt proactive, preventive approach to waterproofing and supports our efforts at educating them through our ‘Leak Free Home’ initiative.”

     

    Commenting on the concept, Amitabh Agnihotri, Sr. Creative Director, Ogilvy – Mumbai, says, “The idea was to shake people out of their indifference towards their waterproofing needs. We decided to make it in a manner that people remember the brand and mix LW+ with cement while building their homes”.

     

    The ad film is set in a village and opens with a dacoit threatening a villager at gunpoint. The other villagers are seen to be scared and crying for help. “Police ko kisne bataya,” the Dacoit asks the villager. Just as he is about to shoot him, a voice says “Main batata hoon.” The crowd of onlookers’ parts and a young man is seen standing there. He looks around and starts singing a song,

     

  • The objective of this event was to bring together various leaders, entrepreneurs, ventures and corporate bodies from across industries on one level to honor them

    Visionaries felicitated at Brand Vision India 2020

    By A Correspondent

     

    Entrepreneur Shilpa Shetty being felicitated at NEXBRANDS Event

    Brand Vision India 2020 hosted a grand felicitation ceremony to acknowledge the visionaries of India. They were honored for their excellent work in their industry for making a difference and striving hard to attain peak and sustaining and helping the Indian economy to grow towards a superpower status.

     

     

    Sharad Maheswari, Chairman of SM Group of companies opened the felicitation ceremony by his welcome speech to all the present dignitaries. This ceremony was attended by the who’s who of all the different industries. Visionaries like Niranjan Hiranandani, MD Hiranandani Constructions shared his views on brand vision and gave a guru mantra of commitment to sustain; he was felicitated by Sharad Maheswari Chairman of SM Group of companies and Anurag Batra, MD & Editor-in-chief of Exchange4media.

     

    “The objective of this event was to bring together various leaders, entrepreneurs, ventures and corporate bodies from across industries on one level to honor them. This series personally has taught us a lot. It gave some great insights on different sectors and their functionalities and how they are constantly striving to make their industry grow which in turn is helping the Indian economy to grow. Brand vision conclave an annual property and the subject of the conclave will be different for each year,” said Saurav Dasgupta Joint Managing Director of Nexbrands Inc.

     

    “We are elated to receive such a great response for the opening series of Brand Vision 2014-15. It is astonishing to experience the success stories of these leaders, brands and companies. We have honoured the dignitaries from different industries who have made the difference felt and made India to rise to a superpower status,” said Chandrika Maheshwari, Joint Managing Director of NexBrands Inc.

     

  • The television campaign has been created by DentsuMarcom and is on air across channels

    Honda unveils new campaign for CB Unicorn 160

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt.Ltd. (HMSI) has kicked off its off latest TVC for Honda CB Unicorn 160. In line with thepropositionof Honda CB Unicorn 160, the campaign projects ‘an all-rounder personality’. It goes beyond hard hitting style-quotient to embrace riders for what they are- a stylish commuter made to rejuvenate their city-riding experience. The television campaign has been created by Dentsu Marcom and is on air across channels.

     

    The objective of this novel campaign is to further reinforce presence and increase market share in 150cc-180cc segment by leveraging the legacy of brand Unicorn in a new stylish avatar.

     

    The campaign aims to capture maximum market share in the stylish category within the 150~160cc segment.Aimed to leverage the legacy of brand Unicorn and further, solidify HMSI’s presence in the category by converging existing and prospective users of CB Unicorn.

     

    The film shows the protagonist getting ready and sitting on the new CB Unicorn 160. One gets to see all the new styling elements in the CB Unicorn 160 that makes the rider and the bike look good. Then the protagonist rides out on the road when a little boy on a bicycle rides from a by lane and starts chasing. Seeing this, the protagonist on the new Unicorn 160 slows down and lets the boy overtake him. The boy thinking he has won, exults. The protagonist smiles to himself and rides away.

     

    YS Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd,said, “The TVC has been pictured beautifully to bring out the elegant appeal of CB Unicorn 160 as well as it stresses on the personality of the rider. Honda Unicorn has been a household name for performance and reliability in the 150-160cc category; with newHonda CB Unicorn 160 we aim to redefine the category and raise the barwith a differentiated style, superior performance andbest in class mileage with Honda Eco Technology (HET).”

     

    “The new CB Unicorn 160 isakin to the man who rides it, does not just look good, but also is inherently good. CB Unicorn has always been known to be a solid, reliable motorcycle. Now with added looks and power of new 160cc engine, it promises to attract more consumers and offers a great combination in the segment,” said,Titus Upputuru, National Creative Director- DentsuMarcom.

     

  • Goodyear tyres are built to deliver a number of performance advantages for drivers

    Goodyear unveils campaign featuring Italian football stars

    By A Correspondent

     

    Goodyear has released a campaign featuring Juventus football stars Pirlo, Evra, Morata, and Pereyra to help convey the importance of selecting the right tyres. It shows that regardless of who is playing the game; unless they are equipped with all the correct equipment, they will not get the desired results.

     

    “Many athletes depend on their shoes for grip and performance, and getting the right fit of tyre is similarly important for the handling and performance of a vehicle,” said PK Walia, VP of Consumer tyres for Goodyear India.

     

    “Just like the way people select the right shoes for other occasions; be it running, trekking, a night out, or even professionals on the football field, they should also consider what the right tyres are for their vehicle and driving requirements to help  provide a smoother, more comfortable and a safer experience,” Walia added.

     

    Like high performance sportswear used by elite athletes, Goodyear tyres are built to deliver a number of performance advantages for drivers, such as increased safety through shorter braking distances, improved fuel efficiency through Fuel Saving Technology, and enhanced all-terrain capability through specifically designed SUV tyres, amongst other benefits.

     

  • Apart from television, the campaign will also be supported on the digital medium including social platforms

    O&M launches new campaign for Center Fresh Endless

    By A Correspondent

     

    Continuing with its tradition of innovation, Perfetti has launched Center Fresh Endless and has unveiled a TVC too. With its unique blue and white stripes, the product promises long lasting freshness.

     

    Commenting on the launch, Nikhil Sharma, Director Marketing, Perfetti said: “Long lasting freshness is a very relevant benefit in the gums category. Our R&D developed a product whose freshness lasts longer than the other gums available in the market. We are extremely excited about this new launch and we believe this will open up new avenues for consumption.”

     

    Playing on its unique proposition of long-lasting freshness, the launch campaign features a series of three hilarious commercials with funny situations that seem never ending. From the nervous groom endlessly trying to lift the bride’s ghoonghat to two office colleagues unable to get past each other in a doorway, to the funny Sheikh who simply can’t stay steady on the camel’s back, it’s non-stop fun, which is symbolic to the long lasting proposition offered by the product.

     

    “Some of the simplest situations in life can become very funny if they were to go on and on, seemingly without an end. The fun can be compared to that offered by the gum due to its long-lasting freshness,” shared Anurag Agnihotri, ECD, O&M Advertising Gurgaon.

     

    Apart from television, the campaign will also be supported on the digital medium including social platforms.

     

  • The new TVC allows consumers to feel the magic of colour whilst experiencing the best of cricketing action on the TV set

    Hakuhodo Percept unveils new campaign for Sony Bravia Triluminos TV

    By A Correspondent

     

    Hakuhodo Percept has created a new television commercial for SONY Bravia Triluminos HD LED TV.

     

    The new TVC allows consumers to feel the magic of colour whilst experiencing the best of cricketing action on the TV set. The unique treatment of TVC is in keeping with the brand philosophy “Be Moved” with the tone centering on the USP of the Triluminos Display and is aptly brought to life through an interplay of cricket, colour and emotions by involving children and placing them in a fantasy world filled with vibrant colours.

     

    The TVC is an everyday story about three young children who are ridiculed by the big boys playing cricket in the field. And what transpires when these children discover their own spectacular field of colours- how they feel the magic when they land in the world of colours.

     

    Elvis Sequeira

    Speaking on the campaign Elvis Sequeira, COO, Hakuhodo Percept, said, “With the SONY Bravia Triluminos HD LED TV it was a unique opportunity to take the true-to-life colour experience to a new level. In fact, its innovative technology makes for extremely stunning and colourful visuals.”

     

    Commenting on the new campaign, Ryusuke Fukushima, Head Marketing Communication, Sony India, said, “We wanted to highlight the incredible colours that mark our New Triluminos technology. These colours can enrich the complete cricket viewing experience manifold. At the time of World Cup, this was the center of our communication and the TVC has conveyed it effectively”

     

  • TVC showcases how a girl can carry her style and beauty entourage in her phone and get instantly glamorous

    New promotional campaign for Micromax Canvas Selfie unveiled

    By A Correspondent

     

    One always clicks selfies when they are dressed up which makes the final photograph look great. But what about instances when one isn’t really looking their best and still want to share a selfie. The Micromax Canvas Selfie with its in-built beauty tools, enables one to set the camera to smoothen your skin, slim your face, enhance your eyes and even apply make-up to look glamourous instantly and in every picture.

     

    Micromax and Lowe Lintas have come up with an exciting TVC which showcases how a girl can carry her style and beauty entourage in her phone and get instantly glamorous. The TVC has been strung together with a mesmerising track that captures the magic on-screen.

     

    Commenting on the new TVC, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said “With the selfie rage already running strong, people today take and retake pictures of themselves until it mirrors perfection and what they want the world to see them as. Keeping this in mind, we have created our latest smartphone, Canvas Selfie- with 13 MP front and rear camera and in-built beauty editing tools to give the consumers that perfect selfie. Capturing this thought and the unique Selfie features of the smartphone in our new TVC, we have tried to portray how a girl can glam up herself anywhere and anytime by just using the amazing beauty tools of Canvas Selfie. Through this product and our new TVC campaign, we are targeting the untapped women consumers who want to look good in a dull and mundane days of their life as well”

     

    Commenting on the new TVC, Shayondeep Pal, Executive creative director, Lowe Lintas said, “The idea was to do an interesting demo film. Imagine there are people residing inside the phone who do all sorts of beauty treatments – an army of stylists who make sure you look good every time you shoot a selfie. The inside of the phone is an artist’s imagination rather than a world of chips, motherboards and circuits.’’

     

    The smartphone comes with inbuilt beauty tools in the camera application like Eye Enhancement which makes eyes bigger and brighter; Face slimming which helps give you high cheek bone effect & rid you of the double chin; Skin Smoothening which helps remove all the blemishes; Teeth Whitening for perfectly white shiny teeth; Remove Oil to get rid of the oil patches and one can also add make up effects like mascara, eye-shadow, blush & lip gloss.

     

  • Everest has won the creative mandate for Onida ACs. The agency won the business in a multi-agency pitch. The agency's Mumbai office will handle the business

    Everest to launch Onida’s nextgen ACs this summer

    By A Correspondent

     

    Onida is all set to unveil their new range of i-Genius air conditioners, based on a revolutionary new technology platform – IOT (Internet of Things).

     

    Sunil Shankar, Business Head – AC, Onida said: “Onida i-Genius ACs are the next step in the evolution of air conditioning. With smart features like Smart Sleep Manager and Self-Diagnosis Manager, the i-Genius is built for today’s smartphone generation. The ‘Onida Aircon App’ allows complete control of your AC from anywhere in the world.”

     

    “Be it the Indian ‘Menu-specific Microwave Ovens or the original TV with a thunderous sound, Onida has a reputation of innovating for the Indian market. The i-Genius is another example of a product which is ahead of its time,” shared Dhunji S. Wadia, President, Everest Brand Solutions.

     

    The campaign aims to target focus markets with print, digital and radio as the key mediums of communication.