MxMIndia

Category: MARKETING

  • The new campaign supports the ‘One Life’ organizing idea which articulates the brand’s belief that life is for living

    SapientNitro unveils ad campaign to launch new HTC smartphone

    By A Correspondent

     

    SapientNitro has created a global advertising campaign to support the launch of the new HTC One M9 smartphone. The new through the line campaign, SapienNitro’s first work for HTC since it won the brand’s EMEA account at the end of last year will be rolled out globally across Europe, Middle East, USA and APAC.

     

    The new campaign supports the ‘One Life’ organizing idea which articulates the brand’s belief that life is for living. The two 30” spots feature people living life to the full in a series of different situations – in art galleries, on the way to work, at parties and on the way to football – using their phones to take photos, play music and take selfies to amplify their experiences.

     

    Positioning the phone as an enabler of a brilliant life, the creative aims to better connect the brand with its digitally empowered target audience in different ways, at different times and in different places to drive deeper engagement.

     

    The new TV commercials were shot in London by the French directing duo, Truman & Cooper (composed of Jonathan Cohen and Anthony Jorge) at Colonel Blimp, while the action is set to an energetic dance track specially composed by award-winning record industry producers, Joel Edwards and Glen Nichols, at One More Music.

     

    The fully integrated campaign will appear on terrestrial and satellite TV, online and cinema and will be supported by some wider print and digital activity.

     

    Markus Breglec, VP of Marketing & Sponsorships at HTC Europe, said:  “This is a great team effort with a result we’re really proud of. It’s all about celebrating the evolution of our award-winning HTC One franchise while keeping the benefits for the consumer at the centre of everything that we do.”

     

    Mark Hunter, Executive Creative Director at SapientNitro, added: “HTC totally gets that these days people use their phones to show off, have fun and look cool.  We tried to represent that.”

     

  • Leo Burnett's #KuchPalOffline campaign for McDonalds urges people to go offline for some time

    McDonald’s urges audience to spend quality time, offline

    By A Correspondent

     

    Leo Burnett has launched a brand new campaign inviting people to share some offline moments at McDonald’s. The campaign urges people to take a break from the online world and share “quality offline moments” at McDonald’s over its newly launched sharing packs for two, three and more, across stores in India.

     

    Kedar Teny, Director, Marketing and Digital, McDonald’s (West and South), said, “With internet enabled smart-phones in our hands, it is a fact that most of us are distracted. Our new campaign takes this simple insight and urges people to take a small break from the online world to share happy moments in the real world. Simply put we want to start a conversation and a movement amongst our customers by nudging them to go #KuchPalOffline with a simple act of “flip to share” rather than “click to share”

     

    Raj Deepak Das

    Raj Deepak Das, Chief Creative Officer, Leo Burnett, said, “With #KuchPalOffline, we are hoping to start a movement where we all would increasingly give due importance to sharing real life experiences offline. The idea is to stay away from the Internet and the world of technology (for a while). It is something everyone thinks but fails to execute. #KuchPalOffline effectively addresses this issue and highlights how McDonald’s can deliver real life experiences with its new offering – the sharing packs for two, three and more, across stores in India.”

     

  • What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising

    Tata Sky’s an-ad-a-day approach casts its spell on the viewers

    By A Correspondent

     

    With the aim to achieve maximum reach, Tata Sky has launched a unique offering – Daily Recharge which allows consumers to recharge their DTH subscription just at Rs. 8 daily and get all their desired channels on that day.

     

    The consumer in towns and villages are value conscious. This consumer in most regions still perceives the DTH category as premium and expensive, as compared to the local cable. Tata Sky’s Daily recharge in this case tackles this barrier by providing an entry to the world of quality television viewing at a price lesser than any MSO or DTH player in the world. Not only in small towns and villages, also the urban metros, Daily Recharge will become a huge incentive for consumers to shift from Analog to digital, thereby adding to the cause of digitization.

     

    For such a unique product the campaign too had to be innovative. What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising as it would have left the consumers with a new piece of information but would have failed at engaging them. The challenge was to amplify the everyday usage of the brand and thus the benefits associated with it.

     

    Thus the product was launched with a unique love story that promotes everyday usage in an interesting manner. The promise: “Daily milenge toh pyaar to hoga hi” is a simple expression of the product benefit and the brand promise. To further reinforce daily usage the campaign evolves over multiple episodes. Set in a small town in Kashmir, the multiple episodes slowly unravels how the product works and intelligently amplifies the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story.

     

    Sukesh Nayak

    Sukesh Nayak, Executive Creative Director, O&M Advertising said: “The product was innovative so the creative idea had to be innovative. For daily recharge we came up with an idea of daily love story. Every day the love story unfolds itself with a new film on national television. The campaign is interactive. The boy and girl update their social profile on daily basis as the story unfolds. People also end up helping the boy decide what to do next every single day to take the love story forward through an immersive digital experience.”

     

    Commenting on Tata Sky’s new campaign launched with the IPL, Malay Dikshit, Chief Communications Officer, Tata Sky said: “For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign. The brand promise of ‘Daily milenge toh pyaar toh hoga hi” is a simple expression to stay connected with the viewers on a daily basis with our convenient offering. The brand needed to reach out and communicate to a set of audience that are spread across various geographies of the country and still have an affinity with the existing subscribers. O&M has beautifully brought alive this journey with the help of this addictive love story.”

     

  • New TVC features Brand Ambassador Farhan Akhtar

    Dulux Velvet redefines wall decoration with new campaign

    By A Correspondent

     

    Dulux the flagship decorative paints brand from AkzoNobel India announced the launch of its integrated brand campaign for Dulux Velvet Touch named ‘Fashion Trends for Walls’. The integrated campaign featuring brand ambassador, Farhan Akhtar turns the spotlight on the brand’s ability to translate fashion on to walls.

     

    Explaining the rationale behind the brand campaign, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India said, “Being an International premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign bases its ideology on the brands’ best in class interior solutions that support customers in making their homes stylish.”

     

    Agnello Dias

    Agnello Dias, Co-Founder & Chief Creative Officer Taproot Dentsu Communications, Taproot Dentsu says “The Fashion Trend for Walls campaign of Dulux Velvet Touch caters to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wearing it on their walls.”

     

  • Marking the one-year anniversary, Lenskart and the Transgender and Transsexual community, gathered at Jantar Mantar and pledged their eyes, en masse

    DDB MudraMax executes noteworthy campaign for Lenskart & EBAI

    By A Correspondent

     

    On April 15, 2014, India’s Supreme Court granted the country’s Transsexual and Transgender individuals the right to self-identify their gender. A landmark event that made India, the first country in the world to formally recognize Transgender and Transsexuals as the third gender.

     

    Marking the one-year anniversary of this historic event, Lenskart and the Transgender and Transsexual community, gathered at Jantar Mantar and along with the support of the community from across the nation, decided to pledge their eyes, en masse, as a thank you gesture to Hon’ble Justice A.K. Sikri and Hon’ble Justice K.S. Radhakrishnan who passed the judgment.

     

    The number of pledges that were received has already crossed over 16,000 and the community has vowed to bring this number up to 2lakh, making it the single largest pledge of the country.

     

    Justice Sikri and Justice Radhakrishnan in turn handed over the pledges to Eye Bank of India.

     

    Discussing the concept of the initiative, Aneil Deepak, Head of Ideas, DDB MudraMax said, “Functional advertising doesn’t cut ice with the extremely informative millennial. In today’s world, brands need to show a heart, behave human-ish and offer a point of view. Transgender and Transexuals were always around, but we never acknowledged their presence. We couldn’t see. So for Lenskart, we came up with the idea of Transgenders pledging their eyes, so those who can’t see, see. With a hope that those who can see, see too.”

     

    Quoting on Lenskart’s support to the campaign, Peyush Bansal, CEO, Lenskart said, “It’s Lenskart’s vision to spread ability to make every citizen of India see clearily. It just takes a much bigger leap with the ‘Eye for an Eye’ campaign. The Supreme Court gave the transgenders and transsexuals the much needed respect this time, last year. We are glad to associate with them for this generous gesture. We hope more and more Indians will be inspired to donate their eyes now.”

     

  • The campaign launches the chic 2015 Spring Summer collection

    Alia Bhatt endorses new collection for Caprese

    By A Correspondent

     

    Caprese has unveiled its 2015 Spring Summer Collection with its recently appointed brand ambassador – Alia Bhatt. The TVC features brand ambassador Alia Bhatt romancing the stunning Spring Summer 15 collection of Caprese. The brand promises to woo its audience with a fresh campaign and collection of products which will be seen on TV screens, billboards, social networking sites, retail malls, etc.

     

    The new campaign is a creative piece of work by the curative minds of KB Vinod and Bhupal Ramnathkar, Managing Partners for COMPANY. Filmed at enthralling locations of Europe, the gorgeous Alia Bhatt is seen flaunting the new 2015 spring summer collection.

     

    Expressing her views on the campaign, Radhika Piramal, Managing Director, VIP Industries says, “This campaign is a reflection of pure fashion with elegance and contemporary style which is aptly represented by the glamourous Alia Bhatt. We are hoping that through this campaign we are able to get every stylish woman to bring out her true sense of style.”

     

    Detailing his experience of shooting the TVC, KB Vinod, Managing Partner, COMPANY says, “The Caprese girl is back. She explores the new Caprese spring summer collection in the magnificent Mediterranean. She continues to define style & good life for the girl next door. Our attempt was to strengthen Caprese’s European heritage & International fashion credentials.”

     

  • The objective is to educate consumers and create a new category of products starting from 7UP Revive

    7UP hinges on ‘Body ka Top UP’ proposition in new TVC

    By A Correspondent

     

    7UP Revive has unveiled a new campaign “Body Ka Top UP”. The commercial highlights the importance of hydration when one is out and about in the sun.

     

    The film begins with group of youngsters enjoying a game of beach-volleyball on a sunny day. However, they soon feel thirsty and sweaty from this out and about activity and opt for a break. In the next frame they are seen at a shack asking for a ‘top up’, the shack owner responds by saying that they will find the mobile shop in the main market. The group grins and says that they are not looking for a mobile top up but ‘Body ka top UP’, the protagonist then reaches out for a bottle of 7UP Revive.

     

    Talking about the TVC, Vidur Vyas, Senior Director- Marketing at PepsiCo India said, “Our objective is to educate consumers and create a new category of products starting from 7UP Revive. The film is simple, it talks about how with the goodness of vitamins B3, B6 and B12 and electrolyte like Sodium and Potassium, 7UP Revive helps to re-energize and replace the fluids the body needs.”

     

    Commenting on the creative, Sandipan Bhattacharyya, Executive Creative Director, BBDO India said, “Habit often stems from relevance and this idea attempts to give consumers a relevant metaphor for replenishing what the body loses in the sun. The film kicks off a surround campaign that will see ‘Body ka top UP’ find even more relevance across various consumer touch points.”

     

  • The new campaign by BlueStone states that love is the best investment

    Invest in love this Akshaya Tritiya, says BlueStone

    By A Correspondent

     

    Celebrating love on the day gold is celebrated, the #lnvestInLove campaign by BlueStone showcases the precious investment one makes in their lives for their loved ones which can re-ignite the spark in relationships by bringing one closer to the other.

     

    The ad film portrays a young urban couple who steal small moments out of their busy schedules to appreciate one another. The husband gifts the wife a beautiful Kuber Yantra pendent from BlueStone signifying how loving gestures can go a long way in keeping the romance alive.

     

    Talking about the ad film, Srinivas. S, Chief Marketing Officer, says “Modern, cosmopolitan husbands are quickly finding out that Akshaya Tritiya is no longer an expensive chore. They are beginning to discover the value of what Audrey Hepburn is credited with saying, “They say love is the best investment; the more you give, the more you get in return”. He further added, “And the Kuber Yantra collection from Bluestone.com gives a great opportunity to invest in love and renewing the romance in their lives while staying culturally relevant”

     

    “Bluestone has always interventions of real love between couples who are friends first in a marriage of equals. Akshaya Tritiya is all about investments and it being the best time for it. What better thing to invest than in love?” added, Anil Thomas, creative director, The Thinking Machine India Asia.

     

  • The Kolkata-based Tobacco-to-consumer major's three-year contract with Madison World had expired in 2014 and the deal was extended for a year to December 2015

    ITC’s media account may soon be up for grabs

    By Pritha Dasgupta

     

    Tobacco-to-consumer goods conglomerate ITC is likely to put its media account up for pitch soon as its contract with Madison World ends in December. ITC’s media spend is estimated at Rs 450 crore a year. Heads of media buying firms expect the pitch process to start in August.

     

    The Kolkata-based company’s three-year contract with Madison World had expired in 2014 and the deal was extended for a year to December 2015.

     

    “The incumbent agency always gets the first chance to defend the account and is usually given three months’ time to make a presentation,” said a top official at Madison Media. “We will start the work in August or September and eventually make the presentation. Following which the official pitch process will start towards the end of the year,” the person said.

     

    Industry sources say ITC’s foods division spends Rs 200-250 crore in media, while the personal care division spends around Rs 100 crore. Other divisions such as stationery, Mangaldeep agarbatti and Wills Lifestyle spend about Rs 3-5 crore in media planning and buying.

     

    “In its media mix, ITC has always been a television heavy company,” said the head of a leading media agency that plans to pitch for the account. “Only the stationary business is led by print ads. Except Bingo they don’t do much on the digital medium as well,” the person said. Last year, ITC had called for a multi-agency creative pitch for its personal care division that has brands such as Fiama Di Wills, Vivel, Engage and Superia.

     

    According to company sources, Contract India won the account. “They will primarily handle the skincare products from the portfolio,” said a top official in ITC. Sandeep Kaul, CEO of ITC’s personal care products business, said it had recently selected Contract “for creative development for one of the new development projects in the personal care products space” “There are no plans for a media pitch at this point of time,” he said.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The company, which started business in September 2009 with Star as a joint venture partner, has now allied with Providence Equity partners

    Star CJ is now Shop CJ, to concentrate on TV-led sales

    By Dyanne Coelho

     

    Leading 24/7 home shopping channel Star CJ now has a new name. It dons a new logo and will be called Shop CJ Network Pvt. Ltd..The company, which started business in September 2009 with Star as a joint venture partner, has now allied with Providence Equity partners. According to Shop CJ Network CEO Kenny Shin, Star exited the alliance as it figured that home shopping was not a part of its core competency. “Star wished to focus on the entertainment and sports business, which is why they quit the alliance,” Shin said.

     

    At the launch of the new logo and identity of the network, Shop CJ also presented its new tagline – ‘Shop a new trend’ by which it wishes to cater to a wider spectrum of consumers.“Shop CJ is focused on trends to transform the Indian customer’s lifestyle. We are not focused on discounts and on catering to the customers pockets like our competitors Flipkart, Snapdeal and Amazon,” said Shop CJ Marketing head Donald Kwang. Kwang stressing that unlike some e-commerce destinations, Shop CJ’s major sales come from its television network. As much as 94 percent of CJ Shop’s sales are from TV, whereas a meagre 6 percent comes from the internet and mobile combined. “For the time being we would like to focus on our television consumers, as they contribute to the largest part of our revenue,” Kwang added.

     

    The rebranding of Shop CJ is to better align the company’s philosophy with its future strategy. Talking about future initiatives, Shop CJ CFO N. Ramakrishnan said, “We are looking to expand in the east and north-east through physical warehouses. We are also looking to enhance our warehouse management system in order to enhance logistics and boost back-end services.” In order to further their stance in the e-commerce market, the company is attempting to understand buying patterns of the Indian consumer. “Indian consumers have a much rationalizsd purchase behavior. If they don’t like a product, or if the quality of the product is not up to the mark, they will send it back. This is why we ensure a high standard of product quality testing,” said Shin.

     

    Other than India, parent CJ O Shopping operates home shopping networks in Korea, China, Japan, Thailand Turkey, Phillipines and Vietnam.

     

  • The TV campaign has two distinct TVCs showing the human nature of lying to hide their mistakes

    Ceat unveils campaign to promote tubeless tyres offering

    By A Correspondent

     

    Ceat Tyres has unveiled a new campaign to promote its new tubeless offering. The primary focus is to highlight the benefits of the tubeless tyres by showing the hazards of tubetype tyres through relevant consumer insight.

     

    Ceat typically is a brand built around on-road insights, be it the ‘idiots’ campaign or the more recent Irrfan Khan ‘superstitions’ one. The challenge was to find out an on road insight that would move bike riders from tube type to tubeless tyres. The challenge led the team to do detailed consumer research to understand their issues with a typical tube type tyre. In keeping with Ceat’s brand core, the brand had to showcase day-to-day incidents to tell the story which would also add an element of mass appeal to the TVC.

     

    The TV campaign has two distinct TVCs showing the human nature of lying to hide their mistakes. At the same time, the campaign will also highlight how tubetype tyres are prone to accidents and these hassles that can be avoided due to the use of Tubeless Tyres. The first TVC shows the wife applying first aid to her husband who claims to get into a fight for a good cause to while the truth is that a puncture in his tubetype tyre causes the accident. After a while, his son complains about the puncture he notices in the bike. The second TVC shows a teenager lands up in a hospital where he is being treated by a cute nurse. The ad progresses integrating dual communication where the teenager lies about the accident to the nurse to impress her and avoid embarrassment while the visuals reveal the truth behind the incident.

     

    Arnab Banerjee, ED-Operations, CEAT Limited said, “The tubeless tyre market for Motorcycle is poised for rapid growth given safety and convenience associated with Tubeless tyres. We see a strong fit of Tubeless proposition with the safety platform that CEAT consistently stands for. With bike manufacturers also starting to migrate to Tubeless across segments, we felt this was the right time to popularize our tubeless range through a dedicated TV campaign.”

     

    Anup Chitnis, Executive Creative Director, South Asia, Ogilvy & Mather said, “The campaign insight came from a very real biker behavior. A fall from his bike hurts a biker deeper than any bruise on his body; it hurts his ego. And more often than not, it leads to dire consequences – he’s typically asked to forego riding the bike in future and travel by ‘safer’ alternatives, viz. a bus or an auto. For the younger lot, it’s the mother and for the middle aged men, it’s the wife who they dread the most after a fall. In fact, they’ll go out of their way to hide it, even make up stories. We brought alive two such relatable stories entertainingly.”

     

  • The brand's latest campaign for summer sunglasses includes a TVC, microsite and crowdsourced look book

    Fastrack unveils latest campaign to promote new offering

    By A Correspondent

     

    As a brand, Fastrack has lived to its reputation of being cool and irreverent and is a leading youth accessories brand today. This year, Fastrack has unveiled in summer 2015 its collection of sunglasses called Springers, an edgy range in colours and styles.

     

    It has unveiled a new television commercial that features Fastrack Springers flaunting the new sunglasses and chilling to a catchy track composed exclusively for it. With the contagious head bobbing and playful colours, they get in your face, in true Fastrack style. Unapologetic, as they stake their claim to live life on their own terms. Letting everybody know that no matter what hits them, nothing can knock them down.

     

    Extending this campaign to its audience, Fastrack gives people a chance to be featured in its Springers Sunglasses look book. To take part, people need to visit the nearest Fastrack store, try on a pair of Springers sunglasses, click a picture and send it to fastrackspringers@gmail.com or tag @fastrackworld on Instagram. The best pictures will be featured in a downloadable digital look book available on a microsite created specifically for this campaign.

     

    The Springers microsite is an online extension of the television campaign featuring an integrated interface around product, allowing users to browse through 62 different types of sunglasses from the Springers collection. The site will have a dedicated section for the Springers crowdsourced look book.