MxMIndia

Category: PEOPLE & PRODUCTS

PEOPLE & PRODUCTS

  • The campaign reinterprets and delivers on the brand promise of "Fly the new feeling"

    Deepika Padukone takes to the skies for Vistara

    By A Correspondent

     

    Vistara, India’s fastest growing full service carrier, is launching its new multimedia brand campaign on August 22nd along with its first TV commercial.

     

    The campaign reinterprets and delivers on the brand  promise of “Fly the new feeling”, through the eyes of airline’s new brand ambassador Deepika Padukone, the internationally acclaimed actress and one of the nation’s most popular and admired role models.

     

    Conceptualised by the airline’s creative agency Mullen Lintas, the creative concept of the TVC revolves around how Deepika Padukone feels the same wonder and joy every time she flies Vistara, as she felt when flying for the first time. The campaign intends to elaborate on the core interpretation of the brand promise which is about the feeling of looking forward to flying again.

     

    The new campaign featuring Deepika will be broadcast on TV channels across India starting August 22, 2016. The airline has been giving a sneak peek to its customers through its ongoing teaser campaign #WhichStar running on various platforms, that has captured the imagination of millions of people already. The integrated campaign will be deployed across multiple platforms including TV, digital, print, outdoor, cinema and airports.

     

    Through this campaign, Vistara wishes to reach out to its core audience of corporate and frequent flyers, who value a seamless, reliable, and consistent service experience above everything else, and are willing to pay a reasonable premium for the unique offerings provided by a world-class full service airline. With this initiative, the airline also intends to make brand Vistara a household name just like its parent company brands, Tata and Singapore Airline.

     

    “From the beginning, Vistara has aimed to transform the flying experience and bring back the joy of air travel” said Mr. Phee Teik Yeoh, CEO, Vistara. “We believe the journey should be as enjoyable as the destination. Our new brand campaign with Deepika Padukone highlights the unique feeling of flying Vistara. Through this campaign, she has brought to life the special spark of happiness that people feel when they fly with Vistara, the airline that is proud to carry the remarkable heritage of Tata group, Mr. JRD Tata, and Singapore Airlines”, he added.

     

  • Skore signs West Indies cricketers, Dwayne Bravo and Chris Gayle for brand initiatives

    West Indies duo ‘Skore’ as brand ambassadors

    By A Correspondent

     

    Skore condoms announced its strategic partnership with renowned West Indies cricketers, Dwayne Bravo and Chris Gayle. The cricketers will be the brand ambassadors for Skore and promote their product range. As a part of the association, the players will also re-create Bravo’s famous “Champion” song for the Indian audience.

     

    Skore, of TTK Protective Devices Ltd, is a part of Indian business conglomerate TTK Group. The association of cricketing champions Bravo and Gayle has been closely in line with the company’s young and Innovative brand imagery. In addition to the “Champion” song, the brand ambassadors will also be actively involved in brand promotions.

     

    Commenting on the association, Vishal Vyas, Head of Marketing, Skore Condoms said, “We are  thrilled by our latest association with Chris Gayle and Dwayne Bravo. This partnership launches our “Champion” line of products – an advanced range of condoms from the house of Skore, a brand that has well positioned itself as cool, naughty and fun-loving. The personalities of our ambassadors embody and re-enforce this. With their association, we now look at expanding our marketing efforts to cricket-loving youth.”

     

    Commenting on the partnership, West Indies Cricketer Dwayne Bravo said, “I’m very impressed with the image Skore has created for itself. Fun-loving yet responsible is a balance that is hard to achieve but one I firmly believe in.Everyone deserves to have some fun but it’s even more important to be responsible. That is what a real champion does. I’m excited to be able to encourage others to do just that by recreating Champion for Skore along with Chris.”

     

    “Skore has taken the condom market by storm in this country. Discussing safe sex practices still has certain stigmas associated with it in many countries. I hope this partnership can break stereotypes while also promoting the innovative offerings of the brand.” added celebrated cricketer, Chris Gayle.

     

    Skore’s association with renowned West Indies cricketers, Dwayne Bravo and Chris Gayle, began through a series of fun exchanges on Twitter, when Skore approached Bravo to re-create the Champion Song. Gaining rapid attention in Twitter in the hashtag #SKOREfeatDJBravo, the cricketer duo also invited women to shake a leg and send in their entries to feature in the song’s video.

     

    Women from across the country have been invited to share their unique dance moves on Twitter over the next two weeks. The videos will be deliberated upon, to select winners to feature in the Indian Champion video with Bravo and Gayle. The new video is expected to be released in September, 2016.

     

  • (only for mxm): This integrated campaign aims to get India grooving to the #DandruffNahiChalega dance move

    L&K Saatchi & Saatchi conceptualises new Head & Shoulders campaign featuring Ranveer Singh

    By A Correspondent

     

    Head & Shoulders, P&G’s largest shampoo brand globally has launched a new campaign with brand ambassador Ranveer Singh. Conceptualised by L&K Saatchi & Saatchi, this integrated campaign aims to get India grooving to the #DandruffNahiChalega dance move, created by ace Bollywood choreographer and director Farah Khan.

     

    The TV and digital amplification featuring Ranveer Singh’s in four avatars brings to life the idea that perfect grooming means #DandruffNahiChalega.

     

    Delna Sethna

    Said Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi: “Bad grooming habits (read dandruff) and hooking up are inversely proportionate to each other. Now you team this seemingly innocuous proposition with great creative and an actor like Ranveer who’s unafraid to try “anything” and you get one remarkably filmy campaign. That we’re launching in true blue Bollywood style – A trailer, foot-tapping naachgaana from Farah Khan and avatars of Ranveer that you best discover online!”

     

     

    Binu Ninan

    Added Binu Ninan, Associate Marketing Director, P&G (Hair care): “We have product level win and with a news as big as the Best Ever Head & Shoulders we wanted a campaign that will put the brand at the front and centre of the idea. So when L&K Saatchi came up with the idea built around a dandruff torture test dance move, we knew this is it! Also, having the country’s hottest young actor as the brand ambassador gave us the opportunity to not only talk benefit but also create a lot of conversation.”

     

     

    Priyanka Chatterjee

    “It’s a real integrated campaign with TV, print, outdoor and social media work seamlessly together to drive. We hope best-in-class participation and engagement with the brand. The idea is core to the brand benefit and as the leader, only H&S has to right to say #DandruffNahiChalega”, said Priyanka Chatterjee, Senior Vice President, L&K Saatchi & Saatchi. The campaign goes live from today (Sep 1)

     

  • Cycle Rhythm plans to launch a series of television commercials with Ganguly, to start a two-year association

    Cycle Rhythm introduces Sourav Ganguly as brand ambassador

    By A Correspondent

     

    Cycle Rhythm, from the house of Cycle Pure Agarbathies, has inducted former  India cricket captain and now administrator Sourav Ganguly as its brand ambassador for Bengal. Cycle Pure Agarbathies is the flagship brand of the Mysuru-based NR Group.

     

    The brand plans to launch a series of television commercials with Ganguly, to start a two-year association. The commercials also feature danseuse-actress Mamata Shankar, singer Rupankar and actress Monami. The television commercial will be supported by print, radio, outdoor advertising and events, making it a 360-degree campaign.

     

    Said Arjun Ranga, Managing Director, Cycle Pure Agarbathies: “From his debut at Lords to being Team India captain, Sourav Ganguly has epitomised the hope and faith of the country. His determination and leadership inspires all of us, encourages us to have faith in our efforts and our prayers. Which is why Cycle Rhythm associates naturally with him. And it so happens Sourav, in Bengali, means fragrance and Cycle Rhythm has been widely recognised for its unique, long-lasting fragrances.”

     

  • Kicks off the 'Smile More for a Good Day' journey with Deepika Padukone

    Britannia Good Day urges Indians to smile more

    By A Correspondent

     

    Britannia Good Day has launched a new campaign with the proposition: Smile More for a Good Day. Through this campaign, the brand attempts to bring back the smiles and encourages Indians to smile more. Aligned to the brand’s philosophy “It’s a Smile that makes a Good day”, the campaign captures the everyday smiles that helps cut across barriers, brings people closer and spreads happiness.

     

    The campaign kicked-off with a TVC featuring Deepika Padukone with a narrative exemplifying – discover your own smile, then multiply it by sharing it with the world. The TVC narrates the story of the girl next door going about her daily life with a smile for everyone spreading joy to all – from the busy neighbour glued to her phone to the newspaper vendor and when Deepika needs it, a little girl helps her find her smile. The background track Ek Smile De Zara Muskura underscores the message of Smile More, adding to the overall appeal of the film.

     

    Apart from the TVC, Britannia Good Day took to social media to spread the Smile More message. “A smile is one of the simplest gestures known to mankind, an expression that denotes sociability and happiness. And yet why do we Indians smile so less? From that question arose the brand purpose of Good Day, which is to make people smile more. We believe it’s a powerful idea, one that a large brand like Good Day which embodies Smiles right from product to logo, is well positioned to propagate,” says Ali Harris Shere, VP – Marketing, Britannia Industries Limited.

     

    Speaking on the campaign, Subramani Ramachandran, Executive Creative Director- Asia Pacific, McCann Erickson who has scripted the new TVC said: “The brief was to appropriate smile to the brand. So we relied on cultural truths. Culturally in India we are taught not to unnecessarily smile or talk to strangers. In fact, the usual narrative is ‘am I mad to smile at people I don’t know’ ‎but in the west people always greet you and never blankly stare at you. We wanted to ‎change that here hence if you see the film we have used real life situations that we have either gone through or seen sometimes in life. It’s a film that’s very close to my heart as it’s not just product selling but a statement a brand is making. And no other brand except Good Day can do it”.

  • #AkshayBanaDirector trends its way into people’s hearts, courtesy Lowe Lintas and LinTeractive

    Akshay lends his charm in Streax’s latest brand campaign

    By A Correspondent

     

    There’s a hero in each one of us, but when and under what circumstances we bring it to the fore is what really defines an individual. That’s the core insight with which Streax, the hair-colour brand from Hygiene Research Institute Pvt Ltd (HRIPL) is leveraging as it unveiled a new campaign for its brand StreaxInsta.

     

    Conceptualised jointly by Lowe Lintas and LinTeractive, the creative and digital arms of MullenLowe Lintas Group, the campaign addresses the need to transform onself to a hero in the fastest possible time. While it is true that everyone wants to be a hero today, the catch is that they want to be one in the fastest possible time – as that is what will make or break a situation.

     

    To portray this thought to the consumers, Streax roped in Bollywood actor and brand ambassador Akshay Kumar to work his charm in disseminating this vital message. As a precursor to the launch of the integrated campaign that went live on September 14, Streax came up with an interesting initiative on social platforms where it aroused the curiosity of the users using the title – #AkshayBanaDirector. It included a still image of Akshay Kumar posing as a director and followed it up with a 4-second video where he is shown directing a vital scene.

     

    Commenting on the latest marketing initiative, Ashish K. Chhabra, Joint Managing Director, HRIPL said, “StreaxInsta was launched in 2014 and currently contributes to almost 25 per cent of our Streax portfolio. Our ambition is to treble the share in the next two years. And we signed on Akshay, as his appeal in our key markets is immense. At the time of re-launch our one line brief to the agency was how to drive the 10 minute proposition forward. The initial response to the campaign has been outstanding, and we are excited with the feedback that it has managed to generate till date.”

     

    The campaign has gone on air on many channels and would be promoted heavily on all off and online channels.

     

     

  • The megastar will be the face of the home-grown brand of potato chips, namkeen and extruded snacks

    Salman to endorse Yellow Diamond as Brand Ambassador

    By A Correspondent

     

    Yellow Diamond, from the stable of Prataap Snacks, has signed on actor Salman Khan as their brand ambassador. The megastar will be the face of the homegrown brand of potato chips, namkeen and extruded snacks. Interestingly, Khan also shares his famous on-screen moniker, Chulbul Pandey, with one of the most widely appreciated Yellow Diamond snacks, Chulbule (savoury sticks).

     

    Said Prataap Snacks founders Arvind Mehta, Apoorva Kumat and Amit Kumat: “We are Salman Khan fans – and to have him as our brand ambassador is a dream come true. Salman Khan is the perfect ambassador for us – personifying the vibrancy and pan-India appeal that a brand like Yellow Diamond endeavors to stand for. He is the man for the classes and masses just as Yellow Diamond is a brand for all…  With “DildaarHain Hum” as our brand philosophy, we, like Salman Khan, aspire to be be loved forever.”

  • Actor Akshay Kumar narrates Honda's 'CBS with Equalizer' technology

    Akshay steps up proposition for Honda’s latest technology offering

    By A Correspondent

     

    Celebrating the success of its advanced customer-centric technology – the Combi Brake System (CBS) with Equalizer, Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has unleashed a 360-degree marketing campaign to celebrate the milestone.

     

    The biggest differentiator of Honda’s CBS technology is the in-built Equalizer which distributes braking force proportionately between the front and rear wheels simultaneously by pressing just the left lever (in all Honda’s automatic scooters) or foot paddle (in 4 Honda motorcycle models). Brake force proportions have been set as best balance for all situations based on Honda’s 30 years of experience of CBS technology in the global markets.

     

    Celebrating this milestone, Honda 2Wheelers India has released a 360-degree marketing campaign where its brand ambassador and actor Akshay Kumar highlights the importance of balance – not only in life but also on the roads. Conceptualised by Dentsu One, a Dentsu Aegis Network Company, the TVC attempts to cement Honda’s imagery as the leader in bringing customer centric 2wheeler technology.

     

    Elaborating on this technology and its benefits, Yadvinder Singh Guleria, Senior Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “In 2009, Honda became the first two-wheeler company in India to introduce the proven CBS technology with the unique Equalizer advantage. In the new TVC, get ready to see Akshay once again in his inimitable Khiladi style, sharing how Honda’s unique CBS with Equalizer technology is lending balance to daily riding of crores of Indian customers.”

     

    “It was a challenging brief. We had to humanise technology and make everyone not only to understand things like Combi Brake System and Equalizer in a matter of few seconds but also make it engaging and memorable. The globe came handy. So did Akshay Kumar’s athleticism!” said Titus Upputuru, National Creative Director – Dentsu One.

     

     

  • Vodafone's latest campaign Vodafone FLEX – 'Prepaid bana very very aasan' brings back common man approach

    Nawazuddin and Bobby Simha to endorse Vodafone’s latest offering – Flex

    By A Correspondent

     

    Vodafone has launched Vodafone Flex for prepaid customers that comes with no pre-fixed quotas for voice, data or SMS. This gives power to each individual customer to use as per his/her preference and needs, Flex for voice, data, roaming or SMS – all with just a single recharge.

     

    A 360-degree, multimedia creative campaign will propagate the launch and introduce the innovative, new concept of Vodafone Flex  with the credo ‘Prepaid bana very very aasan’. The campaign is being led by actors Nawazuddin Siddiqui and Bobby Simha. This highly vibrant and impactful campaign will be seen across mediums – TV, Print, OOH, Radio and Digital.

     

    The two TVCs – crafted by Ogilvy India – are centered around two core themes on how a consumer gets stuck due to pre-defined quotas that exists in current prepaid products and the other on a continuous dilemma that our consumer has to face while choosing his telecom packs to meet his multiple needs.

     

    Said Siddharth Banerjee, National Head, Brand Communication and Insights, Vodafone India: “Vodafone Flex is a path-breaking product since it guarantees making consumers life simpler while assuring them of great value for money.  Vodafone Flex – Prepaid bana very very aasan campaign talks about simplifying lives of the prepaid consumers. It marks the return of a common man spokesperson approach, which Vodafone has done successfully in the past for the iconic Chotta Recharge campaign led by Irfan Khan. For this campaign, the spokesperson had to be authentic, relatable and could truly live up to brand values. Nawazuddin Siddiqui, man of the Hindi heartland and Bobby Simha with popular following in the Southern states have explained the consumer propositions in their own authentic narrative style to connect strongly with the target audience.”

     

  • The TVC encapsulates the brand's ability to protect home exteriors from nature's fury, owing to its double defense technology

    Farhan Akhtar highlisghts advantages of latest Dulux offering

    By A Correspondent

     

    Farhan Akhtar tests the strength and durability of Dulux Weathershield Powerflexx against extreme conditions of nature and its ability to protect consumers’ homes. In the latest TV commercial by Dulux – ‘Nature Challenge’, the premium exterior emulsion Dulux Weathershield Powerflexx was shown to offer unbeatable exterior wall protection that stays intact for up to 10 years thus protecting your homes against extreme conditions of nature for a longer time.

     

    Conceptualised and created by Taproot Dentsu Communications, the TVC encapsulates the brand’s ability to protect home exteriors from nature’s fury, owing to its double defense technology. The campaign shows a house mounted on a trailer truck travelling through various terrains while exposed to extreme weather. It also emphasizes how the walls protected by Dulux Weathershield Powerflexx withstand challenging weather effectively and remain unblemished.

     

    Social media and popular online video platforms such as Facebook, Instagram and Twitter will be leveraged to maximise reach and educate consumers about the product.

     

    Said Rajiv Rajgopal, Director-India and South Asia Cluster, Decorative Paints, AkzoNobel: “We are dedicated to creating everyday essentials to make people’s lives more liveable and inspiring. Innovation sits at the heart of what we do. Whether we are developing new products or services, we are focused on making life easier for our customers, as well as contributing to their success. This campaign stands as a befitting testimony to the superior value proposition of Dulux with best in class and international quality. In a country like India that faces extreme weather conditions, Weathershield Powerflexx enables homes to withstand the harshness of weather extremities. With the latex of the paint stretching up to seven times more than any other premium exterior paint; this technological wonder enables exceptional performance and benefit to the consumer.”

     

    Added Mayuresh Dubhashi, Creative Director, Taproot Dentsu: “To just make a claim is not as difficult as proving it. In the world of exterior paints, where every second player claims to provide all-round protection, So we chose the difficult path, and decided to prove that it is the best exterior paint in the market. And that is why the regular demo was made hyper, a house painted with Weathershield Powerflexx was mounted on a trailer truck, and the trailer driven across the country. ”

     

     

  • Its unique combination of Mica particles and Marble boosters consistently help deliver superior performance keeping one’s home strong and vibrant all year round

    Kansai Nerolac unveils Excel Mica Marble

    By A Correspondent

     

    Kansai Nerolac Paints has launched a new paint product for exteriors – ‘Excel Mica Marble’ as part of Nerolac Excel brand franchise, a leading range of exterior paint products. The product is a one of its kind offering that is an durable UV-resistant water based exterior emulsion.

     

    To highlight these extreme performance attributes of toughness and shine, a TVC featuring cricketers Suresh Raina, Brendon McCullum, Dwayne Bravo and Ravindra Jadeja from the IPL team Gujarat Lions has been launched.

     

    The ad film opens with the foursome enjoying a game of cricket. An old couple is then seen sipping tea on their balcony when a sudden loud thud of a cricket ball hitting the wall of the house interrupts their reverie. This happens to every house in the neighbourhood and the ball damages the exterior paint of the houses causing the paint to peel off. This sends out a wave of panic as homeowners scurry for cover. The houses then, much to the surprise of the viewer spring wheels and transform into trailers that line up behind one lone house. This house and its owner refuse to panic even as it stands guard against the cricketers.

     

    The cricketers take on this house next, but when the ball hits the wall, no damage occurs to the paint and the occupant is unperturbed enjoying the show of skill and even applauding the players.

     

    Speaking about the product, Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited said, “Nerolac has been pioneering innovative and break through products in India and Excel Mica Marble is one such unique product. A part of Nerolac’s Excel range of exterior products, it provides a unique blend of long lasting toughness and smooth finish for home exteriors, a first in India…. The TVC brief was to create an entertaining commercial that underlines the superior performance of the product. We decided to leverage our association with cricket to highlight the product benefits as nothing there is nothing better than sports to showcase the performance of a tough product. The Mica Marble TVC is different from the typical home exterior ads, much like the product!”

     

    Said Bobby Pawar, Managing Director, Publicis Communications, South Asia:  “The communication challenge before us was very interesting. How could we launch a new innovation in paints while leveraging Nerolac’s sponsorship of the Gujarat Lions?  How could we do justice to both, the benefit of the product (that is, the strength of Mica and the gloss of marble) and the celebrity value of the cricketers?  The answer came in the form of a simple idea. Pit the strength of the cricketers against the strength of the Nerolac Excel Mica Marble in an interesting way.”

     

  • Swashbuckler Suresh Raina roped in for one year; will endorse the new range of Intex Speakers under the IT Peripheral business

    Suresh Raina appointed brand ambassador for Intex Speakers

    By A Correspondent

     

    Intex Technologies has roped in cricketer and captain of Gujarat Lions Suresh Raina as the brand ambassador for its new range of speakers segment. He has been signed for a period of one year. During this period, Suresh Raina will be seen in a series of brand campaigns and activations for Intex Speakers.

     

    “We are delighted to have our captain, Suresh Raina, as the brand ambassador for the speakers segment, which made Intex a household name for more than two decades and still continues to do so. Suresh Raina is a brilliant sportsperson & team leader that makes him the perfect choice to endorse our long-standing speakers segment and further enhance the consumer connect,” stated Nidhi Markanday, Director & Business Head, Consumer Durables & IT Peripherals, Intex Technologies.

     

    The oldest category in Intex product portfolio, IT Peripherals, had been the mainstay of the company in the initial years and continues to remain strong in face of changing consumer preferences. Intex has a rich portfolio of B2B and B2C speakers with over 70 models.