MxMIndia

Category: PEOPLE & PRODUCTS

PEOPLE & PRODUCTS

  • The cricket star is followed by actors Akshay Kumar and Deepika Padukone and Ranveer Singh

    Virat Kohli stays Most Valuable Celeb: Duff & Phelps

     

    By A Correspondent

     

    Consulting major Duff & Phelps has released findings of the fifth edition of its Celebrity Brand Valuation Study 2019: ‘New is Gold’.

     

    The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts.

     

    Key findings from the report include:

    • Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39% to USD 237.5 million (mn) in 2019.

     

    • Akshay Kumar jumps to second position with brand value of USD 104.5 mn (a jump of 55.3%).

     

    • Power couple Ranveer and Deepika claim the third spot with a brand value of USD 93.5 mn each. Deepika retains her most valuable female celebrity status for the second consecutive year whereas Ranveer moves up a spot, to now occupy the same position as Deepika Padukone.

     

    • Total value of the top 20 celebrity brands stands at USD 1.1 billion, with the top 10 contributing about 75% of the total value.

     

     

    Said Aviral Jain, Managing Director, Duff & Phelps: “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (Rank 10), Tiger Shroff (Rank 17) and Rohit Sharma (Rank 20) with a cumulative brand value of USD 87.5 mn. The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalise on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new. The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values.”

     

    Commenting on the changing nature of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff & Phelps added: “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have parallelly adopted the path of conscious advertising and filmmaking by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.” Further, the study focuses on the rising trend of OTT since the upgrade of the India’s digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. The study also highlights the new tribe of celebrity endorsers who have become digital stars; they actively involve themselves in social causes and promote brands inclined towards fitness, health and wellness.

     

     

  • All new anthem Swag Se Solo features Bollywood icon, Salman Khan

    Salman Khan takes the swag route for Pepsi

    By A Correspondent

     

    Pepsi is set to celebrate the week of love with a twist. It has launched ‘Swag se solo’, its new anthem featuring brand ambassador, Salman Khan.

     

    Speaking on the launch the anthem, a PepsiCo India spokesperson said: “Pepsi’s swag movement continues in 2020 with the launch of the Swag Solo anthem. Given the popularity that we witnessed with our last anthem, we felt music was the best way to engage with the nation. Through this single, we are excited to bring a unique twist to what is traditionally seen as a week of celebrating couples. We want to rejoice the youth of today with music and urge all those who are single to embrace their relationship status with self-confidence, unshakeable self-belief and irrefutable swag. With an icon such as Salman Khan grooving to the tunes, we are confident that the whole country will be dancing to the beats of the anthem.”

     

     

  • The campaign conceptualised and developed by Leo Burnett will be launched in the form of a TVC and on digital media

    Valvoline gets Virat Kohli to endorse his love for engines

    By A Correspondent

     

    Valvoline has launched its latest ad campaign that stars Virat Kohli who is the brand ambassador of Valvoline.

     

    The campaign conceptualised and developed by Leo Burnett will be launched in the form of a TVC and on digital media with a message of ‘Engine Ke Deewane’. Said Sandeep Kalia, Chief Executive Officer of Valvoline Cummins Private Limited: “Through this campaign, we want to establish strong communication with the progressive, responsible and technologically aware automotive enthusiasts. Our campaign focuses on enlightening the consumers on how significant are lubricants for maintaining the performance quotient of an engine. We have tried to communicate the features of our product in the language of our audience. Virat Kohli turned out to be the perfect fit. His image as an automotive enthusiast helped us drive the campaign message of trusting Valvoline further– the brand preferred by those who want the best for their engine.”

     

    Commenting on the new TVC, Arjuna Gaur, Creative Director, Leo Burnett said: “We were surprised to discover that a lot of people are unaware of the engine oil brand being poured into their vehicles. They usually go by what their mechanics recommend. ‘Engine Ke Deewane’ aims at creating more involvement in this category. The TVC is conceptualized in the format showcasing how people who are obsessed with engines, whether a mechanic or a car enthusiast, prefer Valvoline and in turn influence the consumer to trust the brand. It was a mind-boggling experience to work with a brand like Valvoline that celebrates such a strong legacy in the lubricants sector. It takes a lot of courage for a brand to address the message with a dash of humor. ”

     

     

  • Film to be promoted through 360 integrated marketing campaign

    Pepsico pushes Kurkure connect with Akshay Kumar yet again

    By A Correspondent

     

    Just the other day we carried this story about Akshay Kumar being appointed brand ambassador of Kurkure. And now comes this news that there is a new TVC that has been unveiled. We don’t know why a reputed transnational like Pepsico India has to push its PR agency to extract media mileage in this way, but be that as may: we will record the announcement but not without this note of protest.

     

    The announcment: Kurkure’s two new flavours – Gazab Golmaal and Herapheri Hungama – through a TVC featuring brand ambassador and actor Akshay Kumar. Guess it’s essentially targeted at the Hindi-speaking belt, because one can’t expect someone in Tamil Nadu to figure what Gazab and Herapheri mean. But then this is Pepsi, and who are we to be complaining.

     

    Expressing his thoughts on the new launch and the campaign, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India, said: “Kurkure has always aimed at becoming a key part of the lives of its consumers not only through its memorable and quirky storytelling, but also through its extensive portfolio of unique offerings. We are thrilled to launch Gazab Golmaal and Herapheri Hungama with an element of mystery to tease the taste buds of our consumers. It will be very exciting to see how these exciting new flavours leave them guessing the ingredients, while wanting for more.” Mr Gandhi, we hope you take note of our anguish on you sending multiple releases at such short notice.

     

     

  • Virat Kohli to feature in the brand’s upcoming campaigns across platforms

    Iqoo announces Virat Kohli as its brand ambassador

    By A Correspondent

     

    Iqoo, the smartphone brand which recently announced its entry in India, announced Virat Kohli as its new brand ambassador.

     

    Speaking on the announcement, Gagan Arora, Director-Marketing – Iqoo said: “As a brand, we want to appeal to young, energetic people who are determined to respond to any challenge with aplomb. Virat is the most seamless fit for our brand’s personality, and we are pleased with him being the face of i Iqoo. We are hopeful that our focus on high performance, innovation, and differentiation in the premium segment is well communicated through the campaigns that we are going to drive with Virat.”

     

     

  • Polycrol has been a household name in the East

    Piramal Enterprises ropes in Sourav Ganguly as its brand ambassador

    By A Correspondent

     

    Piramal Enterprises’ Consumer Products Division announced its association with Sourav Ganguly, President, Board of Control for Cricket in India (BCCI) as the brand ambassador for Polycrol, its antacid brand.

     

    Commenting on this association, Nandini Piramal, Executive Director, Piramal Enterprises Limited said: “We are pleased to have Sourav Ganguly as the brand ambassador of Polycrol. Sourav, fondly known as ‘Maharaja’ in Eastern India, has been one of the world’s leading batsmen and a successful captain of the Indian cricket team. His association with Polycrol is a testament to our legacy brand’s strength and trustworthiness.”

     

     

  • New campaign claims Coca-Cola helps in upliftment & positive energy; showcases Ranbir Kapoor in a new avatar

    Coca-Cola campaign on need for +ve energy

    By A Correspondent

     

    We all know of the health hazards of cola beverages, but many of us continue to consume them. Coca-Cola has unveiled a new campaign takes claims how dull, lethargic moments are transformed into uplifting ones when one reaches out for the beverage. The new TV commercial stars brand ambassador and the no-longer-superstar actor Ranbir Kapoor.

     

    Commenting on the campaign, Shrenik Dasani, Vice President – Sparkling Category, Coca-Cola India and South West Asia, said: “The campaign is our attempt at encouraging people to reimagine what they could do to their daily dull moments with a Coke. We’ve been inspired by how teens think about their daily lives and, often with a Coke, how they effortlessly transform even dull moments into epic ones.

     

    While the age-old norm has been to take a pause during idle time, today’s teens are different. They’re not looking to contemplate, they’re looking to participate. They don’t want downtime, they want uptime. And rather than taking breaks once or twice a day, they are fluid, constantly on the move and shifting gears. All this of course needs a lot of positive energy… something a Coke can provide like no other!”

     

    We would recommend consuming the cola with care. And would say a fresh juice or a butter milk are uplifting and healthy.

     

     

  • Bold and versatile, known for her choices and performances, Bollywood actor Kriti Sanon represents Vivel and its philosophy of Ab Samjhauta Nahin

    ITC Vivel ropes in Kriti Sanon as its new brand face

    By A Correspondent

     

    ITC’s personal care brand, Vivel has roped in popular actror Kriti Sanon as its brand ambassador.

     

    Speaking on the occasion, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited said: “Kriti is one of the most dynamic new age Bollywood actors. Vivel with its philosophy of Ab Samjhauta Nahin seeks to inspire women to question the limits they’ve been conditioned into accepting, challenge status quo and therefore enrich their lives with confidence and fulfilment.”

     

     

  • The TVC has been launched in Tamil Nadu, Karnataka, Kerala, Telangana and Andhra Pradesh

    Usha International announces new campaign with Keerthy Suresh

    By A Correspondent

     

    Usha International has launched a new media campaign for Usha sewing machines featuring brand ambassador Keerthy Suresh. Aimed at amplifying consumer connect and engagement within the southern region, the television commercial has been launched in Tamil Nadu, Karnataka, Kerala, Telangana and Andhra Pradesh.

     

    Commenting on the new campaign, Parveen Sahni, Business Head, Usha Sewing Machines, said: “The TV commercial is an effort to engage with southern markets for maximum reach and impact. With this campaign we are looking to connect with the consumer and bring to life the joy that comes with unleashing one’s creativity using a sewing machine. We hope to increase our brand salience as well as connect with consumers and sewing enthusiasts within these markets.”

     

     

  • The new campaign sends a strong message on safety and quality

    Akshay Kumar is back to promote new message for RR Kabel

    By A Correspondent

     

    RR Kabel has launched its integrated marketing campaign, #serialkiller. Taking the brands previous campaign further, Akshay Kumar who is RR Kabel’s brand ambassador, is back in his fireman avatar promoting awareness around the brands champion product – Firex LSOH.

     

    The campaign highlights how mainstream media often tends to overlook fire accidents in the country, preferring to focus their time on terror attacks or natural disasters, despite the fact that on an average, fire accidents are the cause of significantly more loss of life than any other major catastrophe.

     

    Shedding light on this, Shreegopal Kabra, Managing Director, RR Kabel said: “The loss of life from electrical fires is on a steady rise which is highly alarming. Our objective is to educate the masses that during an electrical fire, smoke does more damage than fire itself. People are ill informed of this and many such facts due to lack of awareness and poor media coverage on such issues. With this campaign, we have attempted to grab media’s attention, urged them to talk about this issue, spread awareness and encourage them to fight smartly against fire.”

     

    Talking about the creative thought behind the campaign Kirti Kabra, Head of Communications & Director, RR Kabel added: “After months of research and countless hours studying consumer behavioral data, our brief to the agency was that the new campaign must highlight real issues and expose facts, which we believe will help break common myths surrounding fire accidents. It was also important for us to ensure there is a common link between our previous campaign and this year’s strategy. For far too long have brands sold products under false pretenses, contrary to that, RR Kabel’s communication strategy is based on facts and ethics effectively delivered by Mr Kumar.”

     

     

  • Unveiling of a visual identity around the concept of ‘flight of dreams’

    Flite has a new logo

    By A Correspondent

     

    Footwear brand Flite has refreshed itself with a new visual identity. With actor Ranever Singh as the brand ambassador, the 15-year-old brand offers a range of footwear for men, women and children.

     

    Commenting on the same, Gaurav Dua, Executive Director, Relaxo Footwears Ltd: “Flite is a brand of semi-formal footwear from the house of Relaxo. Positioned as youthful, stylish and comfortable, the concept resonates well with the target group, which has high aspirations, is ambitious and believes in the idea of now is the time for me to soar high. What has been remarkable in the new identity is the fact that it ticks all the requisite dimensions of brand expression without diluting the essence that current audience was familiar with for decades”

     

     

  • The association begins with a new line of Tide advertisement featuring Ayushmann Khurrana playing different members of a family in a fun, unique manner

    Ayushmann Khurrana is Tide brand ambassador

    By A Correspondent

     

    Leading detergent brand Tide has appointed actor Ayushmann Khurrana as its brand ambassador for India. The partnership has launched with the first Tide advertisement featuring the actor, for the Tide Ultra variant designed specifically for the washing machine.

     

    The association begins with a new line of Tide advertisement featuring Ayushmann Khurrana playing different members of a family in a fun, unique manner.

     

    Said Khurrana in a statement: “Tide is an iconic power brand whose values resonated with me. For my first advertisement with the brand, we came together and tried to push the envelope, attempting something unique and engaging. You can see me play the roles of multiple family members in a warm, fun narrative. And this is just the start!”