MxMIndia

Category: MARKETING

  • The ever changing lifestyle of the people living in cities has led to an increase in the prevalence of lifestyle diseases

    Sugar Free aims to educate consumers with new campaign

    By A Correspondent

     

    Elkana Ezekiel

    Sugar Free has unveiled a new campaign where it reaches out to people encouraging them to lead a healthier lifestyle by paying attention to details, however small or big.

     

    “At Zydus, we are committed to the wellness of the community and society we operate in. Excess sugar consumption leads to a host of diseases. While the consumer strives hard to be healthy and fit, the amount of sugar consumed often makes all the effort go waste. The TVC sheds light on this fact while establishing how Sugar Free is the 1st step towards living a healthier and fitter lifestyle,” said Elkana Ezekiel, Managing Director Zydus Wellness.

     

    Kapil Mishra

    The ever changing lifestyle of the people living in cities has led to an increase in the prevalence of lifestyle diseases. But there are also people who are doing all they can to counter the same. While they focus on the big changes necessary to get closer to their health goals, they often forget the small details. Like the sugar you consume with every cup of tea or coffee.

     

    The creative team at Contract Advertising decided to use this fact to the brand’s advantage. “This irony of the human behaviour is the creative idea. We took this observation of how a great effort to achieve good health, backed by immense willpower, often gets ruined because of mindless sugar consumption,” says Kapil Mishra, ECD, Contract Mumbai.

     

  • The TVC elaborates on its unique features like unmatched life span of 10,000 hours and technological prowess

    Anchor unveils new campaign to promote CFL offering RIKI

    By A Correspondent

     

    Leading electrical solutions manufacturer – Anchor by Panasonic, announced the launch of a new TVC campaign for ‘RIKI- The Power CFL’. The TVC captures the innovation, engineering and designing excellence of RIKI and elaborates its unique features like unmatched life span of 10,000 hours and technological prowess.

     

    Speaking on the new TVC, Ashok Gangar, Vice President, Sales and Marketing said, “With the rapidly changing needs of the customers and the growing power problems in India, the technology used in energy saving light bulbs is also fast changing. Despite the number of CFL options available for a consumer most of these lamps do not match up to their expectation. Thus, they face challenges like lamp failure and flickering during voltage fluctuations and surge current. The aim of this new TVC is to educate the consumers on RIKI’s  strengths and superior performance.”

     

    RIKI – The Power CFL is a significant technology breakthrough in the CFL product market. Priced aggressively at an affordable range between Rs. 220 – Rs. 325, it provides various advantages like efficient lamp lights, extensive energy saving and superior product quality, thus building on Anchor’s philosophy of empowering the customers with various value-for-money options.

     

  • In his role, he will provide sector expertise to all the Perfect Relations group companies

    Deepak Mukarji appointed Group Advisor, Oil & Gas at Perfect Relations

    By A Correspondent

     

    Deepak Mukarji has joined Perfect Relations as Group Advisor for the Oil & Gas sector. In his role, he will provide sector expertise to all the Perfect Relations group companies, which include Image Inc, Accord, Imprimis and Buzz.

     

    As a specialist on communications and public affairs, Deepak brings to the company 30 years of experience in creating the space for large global businesses to grow in India in a manner that is sustainable and responsible. For the last 20 years, he has been a member of country leadership teams across various large global organizations by driving strategic positioning of issues and ensuring adherence to the highest standards of corporate governance.

     

    His past appointments have been with companies of the stature of DuPointLucent Technologies, Shell, Essar Energy. Earlier he got exposure in the agency business with IPAN. At Shell, his previous assignment, he was Director Corporate Affairs and Chairman of Pennzoil-Quaker State.

     

  • Through their offer in partnership with Ola Cabs, consumers can avail free Ola cab rides on recharge of Rs 50 or more on prepaid and postpaid numbers

    FreeCharge unveils campaign announcing new offer with Ola Cabs

    By A Correspondent

     

    FreeCharge has unveiled its new campaign titled ‘FreeCharge Ola Offer’ that premiered across traditional and digital media on10th March during the ICC World Cup 2015. Through their offer in partnership with Ola Cabs, consumers can avail free Ola cab rides on recharge of Rs 50 or more on prepaid and postpaid numbers.

     

    Keeping in tandem with the previous campaigns by FreeCharge, this 360 hi-decibel integrated media campaign too brings the joy of recharging online by giving consumers a rewarding experience. Conceptualized by Lowe Lintas and directed by Deepti Rao of Spotlights, the TVC’s that premiered during the World Cup have received a good response from consumers, especially the youth, garnering more than 1 million views in just 10 days into the campaign on YouTube.

     

    Speaking on the campaign, Alok Goel, CEO, FreeCharge said, “Consumers are shifting to making transactions from their smartphones and it is FreeCharge’s mission to make those transactions joyful and rewarding. This latest initiative is another step in rewarding users who recharge with FreeCharge.”

     

    The offer entails consumers to recharge their prepaid or postpaid number for just Rs 50 or more and in return, get an Ola cab ride free anywhere in the country worth Rs 250.

     

    Arun Iyer

    Speaking on the campaign, Arun Iyer,  National Creative Director, Lowe Lintas, said “Keeping in sync with the key campaign insight that “the youth of today are charged with being irresponsible with their money” and the brand’s role in helping the youth shed this tag, the Ola offer and communication was a perfect fit and enabled the brand to strengthen their position in this insight space.”

     

  • Some learnings from the 'I Am-sterdam' helped in the creation of branding of the city of the Taj, writes Jeroen van Erp, CCO & Partner, Fabrique

    From Amsterdam to Agra…

     

    By Jeroen van Erp

     

    Do you remember that scene from the movie My Best Friend’s Wedding where Julia Roberts is running across the garden, chasing after Dermot Mulroney and a group of women at the wedding turn to look at them wondering what’s wrong? Just then one of the women says, “Oh! She is from New York” and the other women respond with a collecting “Oh…” of understanding and go right back to their previous conversation.

     

    This is an excellent example of how city branding works. New York City is known for its seemingly neurotic, hyperactive people who are always in a hurry. It is a city that is always on the move and everyone always appears impatient. But we love it! This characteristic of its people has become a part of the city’s identity and is therefore an inalienable part of its brand. This is true of other cities and places as well.

     

    Paris has been imprinted in our minds as the city of love. As a brand, Goa is all about the easy charm of a destination ideal for a lazy vacation. Similarly, Mumbai is a thriving metropolis where dreams of hardworking people come true. These characteristics are strong and they are a part of the brand. We tend to associate the city with these assets.

     

    This is why the niche field of location branding is becoming increasingly relevant, especially for places that would like to change or influence the perception or are reaching out for new ambitions. For instance, cities that want to attract more and new travelers or states and provinces that want to attract business or investments.

     

    Some of the members of our group were fortunate to be a part of the renowned city branding of Amsterdam. In the ‘I Amsterdam’ campaign, our objective was to leverage the image of Amsterdam as a commercial center and an oasis for creative talent. It united citizens with the idea that the city embodies and reflected their pride in being residents of Amsterdam.

     

    When we started work on branding for the City of Agra, we did extensive research. The goal of the city was to put it on the world map as more than just the home of the Taj Mahal. We came to the conclusion that there was a lot more to explore in Agra but we couldn’t do away with the Taj because it is the beating heart of Agra. We wanted to showcase everything else that makes Agra special. The new branding strategy would involve everything that supports the rich story of the city, from both, a cultural as well as an economic perspective. We needed a more holistic approach to branding than just a peppy tagline, a cool song, an emotional ad or a bright logo. A brand is an experience, more so, in case of location.

     

    We came to the conclusion that we needed an open system that would provide room for a variety of applications. We started with the city’s name and significantly highlighted its first and last letter, ‘A’. The A is symmetrical like a lot of cultural heritage in Agra. Agra is a romantic, mysterious and a futuristic city with the Taj being the symbol of its existence. Agra is simple by nature and strong in its appearance. That is what we want to express with this visual language for the brand Agra. That’s why we decided to shape the visual brand of Agra as the outline of the letter ‘A’ with the contour of the Taj Mahal’s dome in it. This was an apparently simple idea that conveyed a lot and it allowed us to relay multiple aspects of the city’s identity by playing around with the colour palette, pictures and words that could be filled into this image. It gave us the opportunity to come up with a dynamic identity that can be applied by all stakeholders. As a matter of fact we designed a framework that, in theory, can result in a zillion logos, using all the relevant colours and images  of Agra! Like Agra it’s an example of unity in diversity.

     

    For instance, placing a picture of a couple kissing in front of the Taj into the new logo and adding the word ‘romance’ under it conveyed that Agra stood for timeless love. We replaced the image with that of a classical dance troupe, added the word ‘celebration’ under the image and changed the background colour to showcase how Agra celebrated performing arts. In another instance we just replaced the background colour and added the name of the city in three different languages to showcase the multicultural identity of Agra’s citizens.

     

    This one symbol can be used in multiple ways. It can be used as signage. It can be used in tourist books and travel brochures. It can be applied as installations in parks and other public places and, as a logo on buses and trains and out on the street! This one image was about one letter of the alphabet generating multiple conversations. It is adept at capturing the imagination of visitors. It is equally capable of communicating the aspirations of citizens.

     

    Jeroen van Erp is CCO & Partner, Fabrique. The project is being undertaken by Dutch multidisciplinary agency Fabrique, that is a part of the Brand Dialogue group in India. The Design Factory is the Indian partner on the project. The design proposals were presented on Valentine’s Day during a special event in Agra organised by the UP government for Meragra branding in the presence of Chief Minister Akhilesh Yadav. Work on the project has only just begun. We will be busy with this project for at least another six months. But our partner in this project, the Design Factory, will monitor the project for probably the next 3 years. 

     

  • The new TVC pays tribute to Videocon’s good performance in the category for over three decades

    Videocon promotes washing machine range with new campaign

    By A Correspondent

     

    Videocon has unveiled its new TV campaign, ‘India Ke Rang’ in the segment. Reinforcing its commitment of durability and educating the masses of the functionality of a washing machine, the new TVC pays tribute to Videocon’s good performance in the category for over three decades with more than 50 million satisfied customers.

     

    Acknowledging unique relationships and depicting million emotions of a diverse country like India, the TVC features different families across the country celebrating their distinct festivals and leading their day-to-day life. In all the different situations, Videocon is seen to be a common aspect, lending its expertise in the washing machine segment to brighten up their lives and keeping them carefree. The concept is supported by the tag line, ‘Zindagi ke Har Rang Nikhareinge hum, Videocon Washing Machine’.

     

    Speaking about the new campaign, Sunil Tandon, Group CMO, Videocon says, “Videocon was the first company to launch washing machines in the country and this segment is one of our key strengths and among the best selling product categories. Our past TVCs around washing machine have been successful by not only being able to effectively communicate the essence of the product but also to educate the masses about its functionality i.e. from cleaning, to washing and then drying. Known to be a cult TVC with a memorable jingle, we wanted to recreate the same magic again.”

     

    “Our objective with this campaign was to showcase unity in diversity which we were able to create by depicting different facets of the Indian culture.  We carefully identified the locations, shortlisted different situations and portrayed various emotions, amalgamated it with Videocon washing Machine and build the campaign around it. The TVC is larger than life and will find a resonance amongst people across the country,” said Gullu Sen, Managing Partner, From Here On Communications.

     

    The campaign is also supported by a Digital campaign, #IndiaKeRang, which will run across Facebook, Twitter and YouTube, to create buzz and engage with customers. It will comprise of different elements such as contests, exclusive launches, platform for downloading the TVC as Video, Song, Caller Tunes etc.

     

  • The channel will feature Akshay Kumar's Twist headphones & hybrid speakers and Slim Shape Jeans by Shilpa Shetty Kundra as the launch products

    Celebrity-driven Best Deal TV ready for on-air business

    By A Correspondent

     

    Raj Kundra in partnership with Akshay Kumar recently announced the launch of Best Deal TV – India’s first celebrity driven shopping channel. The channel will go on air from March 27th at 10am and will be available across all major cable and DTH platforms as well as online.

     

    The first products that will be available exclusively through the channel are Akshay Kumar’s Twist headphones & hybrid speakers and Shilpa Shetty Kundra’s Slim Shape jeans. Additional products in Lifestyle, Home, Fashion, Health & Beauty categories will also be available on the channel.

     

    Twist headphones by Akshay Kumar is a unique set of high-definition sound headphones that become hybrid speakers at the touch of a button great for music buffs. Slim Shape Jeans by Shilpa Shetty are Leggings, Shapewear and jeans all in one. These jeans are trendy and fashionable, minus the discomfort. Carefully made to lift and shape, Slim Shape jeans, with its slim flex technology, ensures a flattering silhouette. It’s available in three colours – Vintage Blue, Vintage Black and Ripped Blue at Rs 2999/- plus shipping for all three.

     

    Speaking about the channel, Raj Kundra, Founder CEO, Best Deal TV, said, “We are pleased to launch a new and unique home shopping channel on which our products will be exclusive, aspirational and above all, affordable. To begin with, we announce signature Slim shape Jeans by Shilpa and Twist Headphones Speakers by Akshay Kumar, two revolutionary products that have gone through vigorous quality lab tests. Both these products are a perfect blend of innovation, quality and convenience and we are happy to bring them to people at affordable prices, giving them the ‘Best Deal’ possible.”

     

  • The TVCs will inspire people to put aside their differences and come together to celebrate their love for the game

    Three more IPL-linked TVCs unveiled

    By A Correspondent

     

    Sony MAX and SIX unveiled their TVC’s for the Pepsi IPL 2015 campaign ‘India ka Tyohaar’.

     

    In addition to the campaign ‘India ka Tyohaar’ launched in February this year, the channel unveiled three more thought provoking TVC’s which will inspire people to put aside their differences and come together to celebrate their love for the game.

     

    The television commercials showcase diverse situations with an underlying theme that Pepsi IPL has the power to break down barriers and unite people to join in the glory of the game. The first commercial seeks to break traditional social norms by depicting a progressive mother-in-law who invites her daughter-in-law to enjoy watching the game of cricket together with the family rather than serving food to the family. The second commercial depicts a rude and elderly shopkeeper touched by a five-year old’s selfless act of kindness. All the commercials are tied with the single thread of love and bonding, despite differences, which is what the IPL is all about.

     

    The TVC’s are conceptualized by ad man Sonal Dabral of DDB Mudra and directed by Anupam Mishra of Crazy Few Films.

     

  • Arnab said: Ladies and gentlemen on this first day of April 2015, it is indeed strange that a Pakistani soldier doesn't carry his own adhesive. Doesn't the country make its own adhesives? Does this tell a story of the Pakistan economy?

    News-hour debates Fevikwik ad. Nation wants to know why Indian soldier touched feet of Pakistani soldier to repair shoe, thunders Arnab

    By Ravi Balarama

     

    The newsroom had shifted to the bustling Pan Bazaar locality in Guwahati yesterday.  The editor-in-chief was visiting his home, where he heard about this controversy and decided to convert it into a special show. After all, nothing works more with viewers than the nationalistic stuff.

     

    Arnab started the show with his monologue. He aired the commercial and asked: Why is that the Indian soldier is made to fix the shoe of the Pakistani, why couldn’t it be the other way around. “I have three points to ask: One, Why, just why, did it have to be the Indian soldier almost touching the feet of the Pakistani chowkidaar?  Two (and he even speaks even louder): Should brands be allowed to play around with the sentiments of the country? And three, ladies and gentlemen on this first day of April 2015, it is indeed strange that a Pakistani soldier doesn’t carry his own adhesive. Doesn’t the country make its own adhesives? Does this tell a story of the Pakistan economy. Tonight ladies and gentlemen, we are going to discuss a very vital issue. But first should our soldier have a made a connect with the shoe of a Pakistani soldier. That’s the Burning Topic today and I invite our galaxy of greats. Remember your channel is the only channel with this story. Exclusive and first, as always.

     

    The guest coordinator had done her job. We had a retired army general, a foreign affairs expert, one guest from Islamabad and a strategic affairs commentator from the United States who had earned his stripes in the Vietnam war and finally the inhouse expert, possibly Maroof Razza. Well-known adman Prahlad Kakkar was also on the panel, and so was Piyush Pandey. Shobhaa De was likely to join as well as representatives from the BJP, Congress, Akali Dal and National Conference.

     

    But first Arnab started with Piyush Pandey, Executive Chairman and Creative Director-South Asia, Ogilvy: “Mr Pandey, we are delighted to have you on News-hour tonight. Sir, you have done some fantastic commercials. Why this? Do you think it works?”

     

    And this is how the conversation went:

    Pandey: “See, Arnab, it’s just an ad, it’s a funny situation, it’s”

    Arnab: “But fun at the country’s expense?”

    Pandey: “How  can”

    Arnab: “Not right, I disagree”

    Pandey: “you even say that”

    Arnab: “No way, No way”

    Pandey: “for a nationalistic brand like Fevikwik”

     

    The conversation went on. The guest from Islamabad spoke next. Click here to read the rest of this report.

     

  • In the TVC, Alia is seen in a playful and mischievous avatar, bringing to life Perk's new 'Jiyo Lightum Light' campaign

    Mondelez unveils ‘Jiyo Lightum Light’ moment for Perk

    By A Correspondent

     

    Mondelez India Foods Private Limited launched a new TVC for their popular chocolate brand Cadbury Perk. The brand has signed up young Bollywood actor Alia Bhatt as its ambassador. In the TVC, Alia is seen in a playful and mischievous avatar, bringing to life Perk’s new ‘Jiyo Lightum Light’ campaign.

     

    Known for its quirky communication, Perk’s new campaign, created by Ogilvy and produced by Tubelight Films, is all about enjoying the lighter moments of life.

     

    The storyline of the TVC begins with a shot of Alia enjoying a Perk bar with her girlfriend. The first bite of the chocolate sparks her naughty side and she goes on to play an innocent prank on two men in the vicinity.

     

    Commenting on the new TVC, Prashant Peres, Director, Marketing – Chocolates, Mondelez India Foods Private Ltd, said, “Perk is a brand that believes in infusing fun into the mundane and our new TVC hopes to trigger the quirky side in everyone. In the past, we have had vivacious personalities like Preity Zinta, Genelia D’souza, who embody what Perk stands for – youth, fun and mischief. So Alia Bhatt was our natural choice for the brand as she brings the ‘Jiyo Lightum Light’ tagline to life so effortlessly. Perk enjoys a great connect with consumers who believe in taking life lightly and now with the very popular and bubbly Alia on board, we believe this connect will only get stronger.”

     

  • Riding on the 'Change' thought process we are witnessing in India, the TVC aptly brings out the relevance of the new brand identity

    TVS Tyres launches new TVC campaign

    By A Correspondent

     

    TVS TYRES has unveiled their latest TVC campaign around the ‘Nayi Soch Nayi Pehchaan’ thought to support the new brand identity that was unveiled recently. The tyre major followed up the print media campaign with their latest TVC aimed at reaching out to the large young customer base across the country.

     

    Riding on the ‘Change’ thought process we are witnessing in India, the TVC aptly brings out the relevance of the new brand identity and validation of the core brand ethos in this story. The visuals capture the thought well while retaining a firm hold on the core brand values of the tyre brand that stands for durability, high performance and strong road grip.

     

    The campaign has been created by Rediffusion Y&R and the first round of the TVC is on air across national television channels from 23rd March, 2015. It’s a 360 degree campaign that would be evident across the country.

     

    The film visual opens with an Eagle flying high, it zooms down to a group of riders who are seen making their way across rusty rural roads, the visuals show the tyre negotiating tough roads while the young riders go on a ‘clean the village’ drive. The second visual cuts to a city road where a group of school children find it difficult to cross a busy road; enter TVS TYRES riders who make an impromptu barricade with their bikes halting traffic while allowing the children to safely cross the road. The third sequence shows a newlywed sardharni riding a bike with her soldier husband to drop him at the railway station. The fourth visual shows a newlywed couple using their bikes instead of the customary horse carriage / marriage procession. The message of change comes out clearly in this new TVC campaign by TVS TYRES.

     

  • The three-phased campaign is targeted at SEC A, B groups and will initially break on television followed by digital, print and outdoor

    Kalyan Jewellers unveils star-studded campaign

    By A Correspondent

     

    Kalyan Jewellers has launched a new multimedia campaign to announce the inauguration of its flagship showroom in Chennai later in the month. The campaign focuses on Kalyan Jewellers bringing the world’s largest jewellery collection to Chennai. It features the company’s national brand ambassadors Amitabh Bachchan, Aishwarya Rai Bachchan as also regional ambassadors Prabhu Ganesan, Akkineni Nagarjuna, Shivaraj Kumar and Manju Warrier. Prabhu’s son Vikram is also part of the campaign.

     

    Commenting on the campaign, Ramesh Kalyanaraman, Executive Director, Marketing & Operations said, ‘’Chennai is the single largest jewellery market in the country and it was important that the campaign appropriately reflected our strength of size and scale in bringing the  the largest and finest collection of jewellery to Chennai’s discerning customers.  Kalyan Jewellers will bring the finest shopping experience to cater to the distinct demands of jewellery connoisseurs in Chennai.’’The bespoke showroom is spread over 40,000 sq.feet and will display 600 kg of jewellery, offering more than 5 lakh contemporary and traditional designs.

     

    The three-phased campaign is targeted at SEC A, B groups and will initially break on television followed by digital, print and outdoor. VA Shrikumar Menon, Managing Director of Push Integrated Communications, the creative agency behind the campaign said that the creatives attempt to communicate the proposition of the world’s largest gold and diamond jewellery collection at Kalyan Jewellers, captured in a candid, friendly manner on camera. The teaser films released on leading TV channels has Amitabh Bachchan talking to Prabhu and Aishwarya Rai Bachchan on his desire to learn Tamil in light of his visit to Chennai for the launch of Kalyan Jewellers.