MxMIndia

Category: PEOPLE & PRODUCTS

PEOPLE & PRODUCTS

  • AK will be endorsing all the three categories comprising frames, sunglasses and lenses

    Titan Eyewear appoints Ayushmann Khurrana as its brand ambassador

    By A Correspondent

     

    Titan’s eyewear business has announced actor Ayushmann Khuranna as its new brand ambassador. The actor will be endorsing all the three categories comprising frames, sunglasses and lenses and feature in an upcoming multi-media campaigns for the same.

     

    Commenting on this development, Ronnie Talati, CEO – Eyewear Division at Titan said: “Titan as a brand and eyewear as a category caters to consumers from 6 to 60 years age bracket and represents a grounded, inclusive and pioneering persona. Given this context, there could not have been a better ambassador to personify Titan’s Eyewear business than Ayushmann Khurrana. “

     

    Added Shalini Gupta, Marketing Head – Eyewear Division at Titan: “We are extremely delighted to welcome on board Ayushmann, the most celebrated actor of mainstream cinema pushing the boundaries of typical Bollywood content. His commitment to his craft reflects Titan’s unflinching commitment to quality and design excellence. He is a celebrated actor, singer, and writer – a versatility that resonates so well with Titan. “

     

     

  • Features Bollywood star Katrina Kaif along with regional brand ambassadors

    Kalyan Jewellers lights up digital with new campaign

    By A Correspondent

     

    Kalyan Jewellers has launched its all-new digital campaign for the Diwali season. The campaign ‘Dil Roshan Toh Diwali Roshan’ features Kalyan Jewellers’ global brand ambassador and actor Katrina Kaif with the regional brand ambassadors for key markets, Wamiqa Gabbi, Kinjal Rajpriya, Pooja Sawant and Ritabhari Chakraborty.

     

    Said Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers: “We have focused heavily on digital campaigns this season and allotted around 30% of marketing budgets into this. Our campaign videos focused on the concept of ‘Sisterhood’ featuring three friends in a celebratory mode – lighting diyas, gifting jewellery or exchanging Diwali sweets. Music inspired by region specific folk tunes play a key role in highlighting the brand’s concept of hyper-localisation.”

     

    The jewellery brand also has campaign videos featuring Tamil star Prabhu Ganesan, Telugu star Akkineni Nagarjuna, popular Malayali face Manju Warrier and Kannada actor Shivarajkumar representing the brand in other key states.

     

     

  • It’s the first-ever campaign by the brand which will take the digital-first route

    Liva launches its digital-exclusive campaign, #LiveYourFlow

    By A Correspondent

     

    Liva, the ingredient brand from the Aditya Birla Group, launched its latest campaign #LiveYourFlow which features actor Kangana Ranaut. This is the first-time that the brand has taken the route of releasing the campaign first on digital platforms including social media.

     

    “It was a strategic decision to the digital-first route,” said Srishti Sawhney, President and Global Brand Head, Grasim Industries, Pulp & Fibre Business, and added: “Liva, being a new age natural fabric brand has always taken initiatives to connect with the end consumer in innovative and creative ways. There is a huge attitudinal and behavioral shift in consumption towards digital media. Therefore we too have evolved our marketing strategy to reach out to the customer more effectively.”

     

     

  • The campaign seeks to establish Titan as the leading eyewear brand

    Titan Eyewear tells Indians to ‘Find their signature style’

    By A Correspondent

     

    Titan eyewear has unveiled its latest campaign titled ‘Find your signature style’. Said Shalini Gupta, Marketing Head of Titan’s Eyewear business: “Consumers today are seeking new age materials, enhanced functionality and a deep design story. The TVC romances three important product lines of Titan and playfully showcases their uniqueness. We have crafted an engaging screenplay to showcase the interplay of the large variety of our product portfolio & spectrum of Ayushmann’s versatility.”

     

    Added Tithee Ghosh, Managing Partner, Ogilvy: “The new campaign for Titan Eyewear has a surprise for audiences as Ayushman Khurana is launched as the brand’s ambassador. Titan Eyewear has been synonymous with the brand’s outlets but with the brand expanding its footprint across different optical stores and focusing on a larger, more stylish and consumer need based range of eyewear and eyewear solutions it was important to deliver this news in an engaging manner. The fit with Ayushman was very strong as he has established himself as a stylish actor with amazing range. The brand’s message therefore gets delivered in an entertaining and credible way. We are confident consumers will engage with this ad as it has been crafted to leverage Ayushman’s core essence of stylish approachability for Titan Eyewear which is also seen by consumers as a stylish but accessible brand.”

     

     

  • The campaign targets youth between the ages of 18 and 25

    Uber Eats launches #EatsNewEveryday marketing campaign

    By A Correspondent

     

    Uber Eats has launched a new marketing campaign #EatsNewEveryday featuring Alia Bhatt and Dulquer Salmaan. The campaign targets youth between the ages of 18 and 25 and addresses their need to seek new experiences while ordering food.

     

    Said Bansi Kotecha, Head of Operations, India & SA, Uber Eats: “It gives me immense pleasure to launch our new marketing campaign #EatsNewEveryday featuring Alia Bhatt and Dulquer Salmaan. The campaign aims to create awareness and generate brand love amongst consumers, especially youth who’re looking for convenience and want to maximise their experiences on the platform. We know our consumers love variety and are very excited to try new cuisines and restaurants. With Uber Eats, we hope to make this easy for them so they can access great food choices every day.”

     

     

  • FCB Ulka, He’s creative agency has conceptualized this clutter-breaking campaign inspired by Bollywood

    Emami’s He partners with Tiger Shroff

    By A Correspondent

     

    He Deodorants has launched its latest campaign featuring Bollywood star Tiger Shroff. Conceptualised by FCB Ulka, Mumbai, the two-film series draws inspiration from Bollywood.

     

    Speaking on the occasion, Harsh Vardhan Agarwal, Director, Emami Ltd. said: “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching two fragrances in 1 pack with our He Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. He Magic Duo’s, two perfumes have been designed such that when mixed, they complement and create a third fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly showcases the product proposition. The ad with Tiger Shroff in a never before seen avatar is sure to garner attention and excitement.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one with He Magic Duo now having a never heard of before – three fragrances in one pack. The films draw inspiration from Bollywood and are high on humourous entertainment to drive home this extremely unique, and category-first benefit. This campaign is sure to resonate with the film-lovers across the country, especially the youth.”

     

    Sharing details on the storytelling, Keigan Pinto, National Creative Director, FCB Ulka said: “He Magic Duo is a product that is different from conventional deodorants. It has 2 distinct fragrances – and when you mix the two, you get a third distinct fragrance. Creatively speaking, showing three fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now – “Maa, hum ek se do ho gaye.” We used it as a creative hook. The beauty of it is, it led naturally to a Bollywood style OTT execution. And then, we got on board a Bollywood youth icon, Tiger Shroff, to deliver the final punch. In short, the idea dictated the execution and the use of a celebrity rather than the other way around. We worked closely with Shujaat Saudagar, the director, to craft two TVCs in iconic ‘filmy’ settings, that depict the same message, but in a very distinct manner from each other.”

     

     

  • The campaign has been conceptualised by Lowe Lintas Mumbai

    Akshay Kumar relives his younger days in latest ad film for Revital H

    By A Correspondent

     

    Revital H has launched a new campaign with actor Akshay Kumar. The campaign has been conceptualised by Lowe Lintas Mumbai.

     

    Commenting on the campaign, Madhu Noorani, President, Lowe Lintas said: “The campaign conveys the benefit of having Revital H to boost your energy by using the insight that as we age, our energy levels are not the same as they were say ten years before. With Akshay Kumar, we have the perfect brand ambassador, given his fitness levels even at this age. The TVC showcases Akshay taking up the 10 year challenge by performing the same famous stunt with the same effortlessness as he performed in 2009 to bring alive the age message.”

     

     

  • The digital campaign aims to encourage smartphone users in India to switch off from their mobile devices

    Vivo urges mobile users to cherish relationships

    By A Correspondent

     

    In light of the changing human behavior due to excessive use of smartphones, vivo announced a campaign- #SwitchOff with their brand ambassador, Aamir Khan. The digital campaign aims to encourage smartphone users in India to switch off from their mobile devices and spend quality time with family and friends.

     

    Speaking on the need to #SwitchOff, Nipun Marya, Director Brand Strategy, Vivo India, said: “We as a brand believe that technology can immensely improve our consumer’s life, but like all things good, should be used cautiously. And as a smartphone player, it was essential we ask ourselves the fundamental questions, how much is too much? Thus we commissioned this campaign that urges users to temporarily switch off and give time to relationships.

     

     

  • The campaign will go live across digital platforms and aims to target young consumers

    Alia Bhat reaches out to millennials in new Fujifilm ad

    By A Correspondent

     

    Fujifilm India launched its second digital campaign with Alia Bhatt, the brand ambassador of the Instax range of cameras. The film is part of the campaign targeting millennials looking to capture their perfect moments on Instax camera.

     

    Commenting on the campaign, Haruto Iwata, Managing Director, Fujifilm India said: “We are happy to launch ‘Real Masti Real Print’ campaign with Alia Bhat. The campaign reflects, how anyone can capture and save perfect moment on Instax camera. We are thrilled to have Alia as face for the Instax range of cameras. She is a Bollywood icon and popular amongst millennials for her great acting skills and charm which perfectly blends with our brand. Her playful attitude in the film organically embodies with what Fujifilm Instax is all about – young, fun and ‘kawaii’ (cute in Japanese). With this film, we look forward to doubling our sales and scaling newer heights in the imaging space.”

     

     

  • The campaign appeals to women who lead active lives

    Casio India launches Baby-G’s new #QuitTheComfortZone campaign

    By A Correspondent

     

    Casio India has announced a new campaign for its Baby-G range of watches with actress and brand ambassador Jacqueline Fernandez.

     

    Speaking on the announcement of the new campaign, Kulbhushan Seth, Vice-President, Casio India said: “We are excited to launch our new campaign #QuitTheComfortZone that encourages women to wear their attitude on their sleeve. The modern woman is bold and unafraid to shed their inhibitions. Jacqueline Fernandez is an aspiration for every millennial and modern-day woman, her style appeal being fluid and contemporary is definitely going to enhance the brand value of Baby-G.”

     

     

  • IPL 2020 performance in many ways will define the difference between 'IS' and 'WAS', writes Sanjeev Kotnala

    Dhoni’s Brand-I Value Is intact, but for how long?

     

    By Sanjeev Kotnala

     

    So, BCCI dropped former Indian skipper M S Dhoni from the list of centrally contracted players. It was coming he has not been in the national team for some time since July 9 2019, when he played the World Cup semi-final. That is long enough a gap. Surprisingly, when so many questions are being raised, Dhoni has remained silent on his plans. Even Indian selectors and the board find themselves in murky waters with nothing much to comment on this mystical absence of words from him.

    Naturally, the marketing community questions, if and will the Brand Dhoni be eroded. And the answers are not surprising.

    Brand Dhoni has enough of stickiness. CSK has already indicated that he will be retained in 2021. IPL 2020 will be a test.

    In 2014, when MSD retired from Test Cricket, there were thoughts expressed that his association with the shorter format will extend brand Dhoni longevity.

    In fact, after five years, Brand Dhoni was performing spectacularly on screen. In 2016, Forbes, in its list of most valuable sports brands of 2016, stated that MS Dhoni’s brand value suffered a 48% year-on-year decrease. Dhoni, the only Indian on the list, was placed tenth in the athletes’ category.

    In 2019, Dhoni retained his position as the second cricketer (Rank 12) after Virat Kohli, captain of the Indian cricket, who topped the powerful celebrity brand list of Duff & Phelps.

    But then the aura for sports person remains as long as they play and in Dhoni case, it will not be different. And every time his name will come up in discussions, there is going to be a debate. However, everyone is expected to hedge his or her bets.

    Brand-I is the image that rests in the eye of the audience. It like product image is the result of experience and expectations. If Dhoni the non-continues to perform with a similar level of success keeps his coolness quotient buzzing and dominates IPL, his brand value will remain intact. However, every player has his life cycle as a brand. Sooner or later, and as and when Dhoni retires from real cricket- the T20- national contention, with time, the brand will start having lesser meaning and attractiveness for the audiences.

    We must park this question for the next 100 days, until IPL 2020, which is crucial for Brand Dhoni. IPL 2020 performance in many ways will define the difference between ‘IS’ and ‘WAS’.

    We know Dhoni is unlike Gavaskar or Kapil or Sachin. Dhoni retired from Test cricket and one-days when people were still asking why is he retiring.

    We have seen him take a calculated gamble in the field. So, only time will tell if his silence is another such masterstroke.

    If IPL 2020 will bring him back into contention of the audience and their love for Captain Cool and his contribution. The flair of heart-stopping run chases and the sixes he fires. Maybe, Dhoni will reinvent. Whatever is in his mind, he has an obligation to his fans to reveal his plans.

    One must be warned that time and audience memories have limited elasticity of excitement and association.

    Brand Dhoni, will have to fight new faces, wins, memories and associations. And if the new breed of young cricketers delivers what we all believe they can, the slide for Brand Dhoni could be faster. And it is all about performing and dominating the audience mind space and nothing about the contract.

    Dhoni knows how to keep relationships alive. How friendship and business associations need to be nurtured. In fact, I expect him to further reap the benefit of this deep associations and brand endorsements.

    Dhoni has been slowly toying with his image we see in the advertising films. He seems to be conscious of the scripts he is picking or the way his persona is leveraged. There is a marked shift.

    Now, it is more about logic, rationality, maturing with age, and someone who has your best interest in mind. And a lot non-cricket and yet he is evolving and seems convincing enough. His advertising films are also seeing a Dhoni who can somewhat act and is not merely a prop on the screen. Though in the process, the legendary story of his dream and resilience wonderfully captured in the movie is missed out. His radiating success and being an absolutely loveable team player is missed out. But that inspirational part has already been utilised and has no additional pull.

    ……………….

    A sportsperson brand value is in her/his earnings, minus the average income of that sport’s Top 10 athletes.

     

     

  • Leading Bollywood actor Alia Bhatt named as the brand ambassador of Vicco

    Vicco gets Alia Bhatt as ambassador

    By A Correspondent

     

    In a bid to overhaul its brand image, Vicco has signed on Alia Bhatt as its brand ambassador. Alia will be representing the brand’s headliner product, Vicco Vajradanti and its variants. The brand has been a heavy advertiser on cinema screens but now with Alia on board, the ads will be seen across media platforms.

     

    Talking about roping in Alia for the campaign, Sanjeev Pendharkar, Director, Vicco said:” Vicco Vajradanti has been a household name since 1952. It has a large base of loyal users. The marketing task was to appeal to the younger generation, the millennials and also make a pure ayurvedic paste a part of their daily regime hence helping them with good oral health and who better than Alia as a brand ambassador to do this.”

     

    Added Virendra Saini, Business Head Mumbai, Triton Communications: “An opportunity to work on Vicco Vajradanti is a dream come true and a privilege. Years have passed but this brand has never compromised on its quality of being pure Ayurveda and in a time when so much of chemicals are being consumed which are harmful for the body, the millennials of today need to connect with this trusted ayurvedic brand for their oral hygiene. The idea was to build on the famous brand jingle by modernising it and making it stick with the youth of today.”