MxMIndia

Category: PRODUCTS

  • The range will include microwaves, ovens, hoods, hobs, refrigerators, wine coolers and coffee machines

    Whirlpool ropes in chef Kunal Kapur for endorsing its built-in appliances

    By A Correspondent

     

    Whirlpool India has signed on Chef Kunal Kapur for endorsing its built-in appliances. Kapur will be creating new recipes with the Whirlpool range including microwaves, ovens, hoods, hobs, refrigerators, wine coolers and coffee machines.

     

    “In today’s times where food is considered a celebration, home kitchens are getting a makeover. It is very important to have a kitchen with extremely functional equipment making it easy to cook with the least of fatigue,” said Kapur.

     

    Speaking about the association, Natarajan A, Head-New Business Unit, Whirlpool of India said: “We are pleased to get Chef Kunal Kapur on board for our built-in appliances. We look forward to nurture this relationship now and believe this association will be exciting for consumers as they will get the best out of this partnership.”

     

  • To launch a range of bottomwear for men including cargo pants, three-fourths, joggers and convertible pants and trousers

    And now, Roadies ‘Bottomwear’

    By A Correspondent

     

    Viacom18 Consumer Products, the consumer products arm of Viacom18, is all set to collaborate with clothing brand Beevee to launch Roadies Bottomwear, inspired by the rough and tough look sported by the participants and gang leaders in MTV Roadies Rising, notes a communique.

     

    Commenting on the association with Beevee, Saugato Bhowmik, Head, Viacom18 Consumer Products and Integrated Network Solutions, Viacom18 said: “Viacom18 Consumer Products has an extensive bouquet of consumer products for the youth. Our products under brand MTV range across apparel, fashion accessories, footwear, tech accessories, personal care and hospitality and Roadies products range across apparel, watches, sunglasses, innerwear, bags and now bottomwear. This association with Beevee for the launch of Roadies Bottomwear will let our consumers experience Roadies in all its glory. The products are super comfortable and have been created keeping in mind the needs of the youngsters of today who especially enjoy being outdoors.”

     

    Speaking about the collection, Sanjay Shah, Managing Head, Beevee said, “It brings us immense pleasure to announce our collaboration with Roadies for bottom wear by Beevee, thinking of roadies the first thing that comes to our mind is connecting to millions of youth which connects to latest fashion. We look forward to create the latest trend for an ever young community.”

     

  • The campaign was exclusively shot at prime locations in London by photographer Avinash Gowariker

    Baggit unveils latest Spring/Summer campaign

    By A Correspondent

     

    Leading bag and accessories brand Baggit has announced a new campaign. The campaign was shot in London by photographer Avinash Gowariker Famous Innovations as the agency.

     

    Talking about the campaign, Vicky Ahuja, Director Sales & Marketing, Baggit, said: “Baggit has always been associated with independent and strong personas to bring out the essence of fashion in its true sense. This season we aim to capture the bold attitude and strong confidence that is an essence of every woman, through our spring -summer collection.

     

  • The five seconds of the film show Anushka applying the new Nivea Body Deodorizer while talking about its promise of day-long odour control

    Nivea unveils new digital campaign, with Anushka again

    By A Correspondent

     

    Nivea India’s new digital campaign plays on the eccentricities of digital content and its consumption habits, especially the much-spoken about impulse of the viewer to skip a film within the initial five seconds. And starring in it is Anushka Sharma who has been Nivea’s brand ambassador for around six years.

     

    Said Sachin Killawala, Category Head-Personal Care, NIVEA India: “The new Nivea Body Deodorizer with Pro Vitamin B5 addresses the core category need of the women consumers to get day long odour control in just one use. The key challenge for marketing in the digital age is to make the message effective, as the consumers switch off if they do not find it relevant. Our digital communication approach is an outcome of this challenge. The core idea was to use the limitation of the media itself as the central communication tool.”

    The ad has been created by FCB Interface.

  • The challenge that Saffron faced was to redefine the Modern Foods brand to stay true to its essence and relevant to its loyal consumers while becoming more attractive and competitive for the modern and globalised Indian

    Saffron renovates bread & bakery brand Modern Foods

    By A Correspondent

     

    Brand consultancy firm Saffron has completed the brand refresh for the Modern Foods brand. Last year, it was approached by Everstone Capital, the new owner of the bakery brand to bring a fresh and modern flair to the brand while maintaining the recognition that Modern had in India ever since its foundation in the 1960s.

     

    Said Jacob Benbunan, Saffron co-founder and CEO: “The experience of working with such a focused team as that of Everstone management and Modern leadership has been not only a pleasure for us but key to building a brand that I am convinced is most relevant and will bring success to a continuously evolving business.”

     

    Added Roshini Bakshi, Managing Director, Everstone Capital Asia, Singapore:“At Everstone Capital, we believe in strong partnerships and building great brands. It has been a pleasure for me to work with Jacob and his team at Saffron on a quintessential brand like Modern in crafting the renovated mix. Saffron believed as strongly in the potential of this brand as we do, which helped us in breaking the clutter and coming up with a truly differentiated rebranding proposition.”

     

    Said Gabor Schreier, Saffron’s Chief Creative Officer: “On the one hand, the history and future of the brand are encapsulated in the newly crafted logo, which is strong and memorable. On the other, the contemporary, colourful and orderly visual language projects Modern’s objective to continuously progress side by side its consumers.”

     

  • Shoppers in Mumbai, Bengaluru, Kolkata, Delhi NCR and Chennai engage at a live activation event for Eno Cooling's Freeze-Off campaign

    GSK concludes activation event for Eno on a high

    By A Correspondent

     

    This season creative experts converged to create a live interactive brand experience for Eno Cooling which leveraged augmented reality with its “Freeze-Off” campaign for the Enorange of antacid offerings. The event had taken place in a span of five weeks at five metros.

     

    Through the use of mall space, cameras and AR trackers, shoppers and passers-by alike could interact with visuals on display by dodging animated chilli monsters that are live-streamed on a large LED display. While the sensors detect a participant’s presence, the large display overlays a series of computer-generated chillies and scorching environments wherein the participant has to manoeuvre.

     

    On creating the AR experience, Ashish Limaye, CEO APAC, Happy Finish India said: “The level of creative execution in building an augmented reality experience for consumers is taking a step further in the marketing fraternity and especially that of India. Although such a technology is in a relatively nascent phase, its high level of engagement makes the campaign all the more memorable and fun for consumers. It is great to see creative minds collaborating on this event.”

     

    Speaking from a vantage point of creative execution, Gurmit Singh, Regional Account Director, Havas Asia Pacific, commented: “The goal in building this interactive experience is to convey a strong message to the consumer. Our consumer would spend more time in engaging with this kind of content, and at the same time, the delivery of this engagement is something we can entrust in interactive and cutting edge digital formats such as augmented reality. Our successful collaboration with various other creative specialists also makes this campaign a good example of how interactivity is adopted in a market like India.”

     

  • The bank has the second highest CAGR (48 per cent) in the industry over last four years and the highest growth amongst the top industry players

    Axis Bank invites customers to experience its card offerings

    By A Correspondent

     

    Axis Bank has launched a new campaign ‘Experience Axis’ featuring its brand ambassador Deepika Padukone. The bank showcases a range of offers on their credit and debit card bouquet, through the twenty-second video series.

     

    Speaking on the launch of the campaign, Asha Kharga, CMO, Axis Bank said, “Experience Axis” is a single unified idea that ties all the value offerings on cards across shopping, dining and travel. It elevates the brand imagery by focusing on experiences rather than just deals. It aims to differentiate us in a category where discounts and cashbacks are the reigning language and build usage and preference for Axis Bank Cards. The monochromatic treatment coupled with Deepika’s playful charm also makes the films a clutter-breaking visual delight.”

     

    The campaign, conceptualised by Lowe Lintas Mumbai, showcases Deepika Padukone, the brand ambassador of Axis Bank in candid moments. She is seen experiencing shopping and dining privileges that Axis Bank cards uniquely have to offer.

     

    Said Arun Iyer, Chairman & Chief Creative Officer – Lowe Lintas: “The brief was to differentiate ourselves within the category. Our starting point was based on an observation that young working Indians, are more open to spending on what they desire than what they need. While cards are the enablers of this behavior, when we delved deeper to understand their point-of-view we realized that they don’t see this as ‘spending money’ but more as ‘gathering experiences’ – something they value much more than ‘material possessions’ Hence our approach was to position the range of Axis Credit n Debit Cards as the window to the world of experiences called ‘Experience Axis’ We felt Deepika would be ideal to bring this alive given that she is also a young working professional and therefore the connect would be seamless.”

     

  • Pammi Aunty has kept Sarla Bhenji and her viewers hooked to the tongue-in-cheek humour through her impeccable characterization of the Punjabi stereotype

    Pammi Aunty’s latest video for Kurkure

    By A Correspondent

     

    The witty Punjabi Aunty in her unsolicited unforgiving self has sworn not to spare people who spread rumours. In her latest video, Pammi Aunty, behind her signature pink glasses and facemask, is seen snacking on Kurkure Masala Munch and gossiping. In her witty-wicked best, she tells her friend Sarla, or Sarla Bhenji as we know her, to rubbish stories around her alleged lip job and myths around plastic found in Kurkure.

     

    From blustering international events, such as, Brexit to cheeky comments on people around her, Pammi Aunty has surely kept Sarla Bhenji and her viewers hooked to the tongue-in-cheek humour through her characterisation of the Punjabi stereotype. All this for Kurkure, one of the eight brands in Pepsi Co India’s portfolio, which brings in over Rs 1000 crore in annual estimated retail sales.

     

  • The leading tyre manufacturing giant signs on with India's first-ever professional table tennis league which will now be called the CEAT UTT

    Ceat comes on board as title sponsor for Ultimate Table Tennis

    By A Correspondent

     

    In what can be termed as a major boost to the inaugural edition of Ultimate Table Tennis (UTT), leading tyre brand Ceat has come on board as title sponsor.

     

    With this new association, the league will be called Ceat UTT. “Table Tennis is a very dynamic sport and we are very happy to come on board as the title sponsor for Ultimate Table Tennis which has the potential to revolutionise the sport in India. We at Ceat believe that the young crop of players have it in them to create greater success stories in the following years,” said Anant Goenka, Managing Director, Ceat Limited.

     

    Ceat UTT will start from July 13, 2017 in Chennai then will move to Delhi from July 21 and the ultimate culmination, two semifinals and final will be held in Mumbai from July 26, 2017. The league will be broadcast live on Star Sports Select 2 HD, Star Sports Select 2, Hotstar and JioTV.

  • RR Kabel's brand new 'Bridging Distances' campaign is switching on the emotions

    RR Kabel’s new ad campaign focuses on bridging distances

    By A Correspondent

     

    Wires and cables manufacturer, RR Kabel brings electricians, hailing from different parts of the country, face-to-face with their families in its new advertising campaign.

     

    In this new series, unknown to the electricians, teams of RR Kabel crew are deployed to various villages of India to set up virtual connections at these electricians’ homes. Meanwhile, the electricians are called to an office on the pretext of repair work. Just as they start work, the video of their dear ones comes alive on a TV nearby. What follows is a mixture of surprise, disbelief, overwhelming emotions and wordless gratitude that needs to be seen to be believed.

     

    Talking about the campaign Kirti Kabra, Director, RR Kabel said, “Electricians are our everyday brand ambassadors. The campaign is an endeavour at ‘Bridging Distances’ – Connecting these electricians, who in search of livelihood have left their homes behind, with their dear ones. With the help of technology and cables, we wanted to brighten their day, just the way they light up our homes.”

     

    Spearheading the creative digital campaign, Porus Jose, Creative Director, IdeateLabs stated, “In the last few years, technology has advanced exponentially. However, very little of its effects has trickled down to a large section of the society. Bringing our electricians and their families together on a digital platform is the brand’s way of thanking them.”

     

     

  • Developed by Asatsu DK Fortune Pvt Ltd (ADK), the campaign features Himansh Kohli

    Honda launches new communication campaign for CB Shine SP

    By A Correspondent

     

    Honda Motorcycle & Scooter India (HMSI) has rolled out its latest television commercial (TVC) for the CB Shine SP.

     

    Developed by Asatsu DK Fortune Pvt Ltd (ADK), the campaign features Himansh Kohli, the Bollywood debutante and youth icon.

     

    Said Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India: “Honda is India’s most preferred brand in the 125cc executive motorcycle segment. While CB Shine is the choice of mature professionals, its younger sibling CB Shine SP is a successful Urban Commuter with added advantage of 5th gear and digital analog meter. With this campaign, Honda is connecting with the aspirational buyers seeking that extra style and want to stay a step ahead effortlessly”

     

    Added Subroto Pradhan, Managing Partner, ADK Fortune Communications: “CB Shine SP 125 is one of the most stylish bikes in the 125cc motorcycle segment. We had to showcase the rider imagery in an easy and effortless manner,”.

     

    “The calling card is style and the seamless design of Shine SP makes it effortless to exude one’s unique style. The creative amplification is a commentary on how people try to do that extra bit to come across as stylish which might end up making them look stupid at times. Defeating the basic purpose,”said Akashneel Dasgupta, ECD, ADK Fortune Communications.

     

     

  • Film conceptualised by Creativeland Asia

    Godrej protekt urges kids to explore the world with their hands

    By A Correspondent

     

    Godrej Protekt, a range of hand hygiene products from Godrej Consumer Products Limited, has unveiled a film conceptualised by Creativeland Asia, that depicts how children love exploring the world with their hands.

     

    Talking about the initiative, Sunil Kataria, Business Head India & SAARC, Godrej Consumer Products Ltd Said: “Kids these days are inquisitive, enthusiastic and unstoppable. You can’t control them from exploring the world around them and in the process getting their hands dirty. And we know dirty hands mean lots of germs. Protekt believes that parents should encourage their kids to step out of home and explore, as it plays an important role in their development. This thought formed the base of our new campaign #ProtektLittleHands, a campaign which encourages kids to explore all those things which makes them wonder without thinking about getting dirty or worrying about germs. Godrej has always been a conscious brand that is committed to consumer’s health and over all benefit. As a thought leader in the category, we want to bring about a behavioral change and promote a healthy habit of keeping your hands clean and germ free.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “What better way to get a mom to keep a hand sanitizer handy than to get kids sing to her the reason why she should? The idea was to throw light on the fact that a child’s hand is constantly busy exploring, and in the process getting really dirty. It’s simple, yet memorable.”