MxMIndia

Category: PRODUCTS

  • Lowe Lintas Bangalore unveils Phase 2 of the Flipkart Fashion campaign that highlights the brand’s proposition of enabling everyday fashion into an affordable reality

    Lowe Lintas unveils Flipkart Fashion’s new campaign

    By A Correspondent

     

    After an integrated campaign to promote its fashion category six months back, Indian e-commerce major Flipkart is now back with the second phase of the campaign. While the first phase focused on pitching Flipkart Fashion as the one-stop place to spot and buy the latest trends, the second phase will focus on Flipkart helping people to “Be trendy always”.

     

    Commenting on the launch of the second phase of the integrated campaign, Shoumyan Biswas – Head, Marketing, Flipkart said: “Flipkart is the market leader in fashion amongst all online businesses. Our vision is to be India’s most preferred destination for trendy and affordable fashion. Hence, our category communication task for Fashion is to ‘Democratise Trendy Fashion’ for every Indian consumer. On the back of deep consumer research, we have understood that the desire to look good and be ‘trendy’ is universal and cuts across all demographics. Though, there are a few ‘beliefs’ that hold people back. In Phase 1 of fashion campaign in January, we had addressed the belief “that fashion trends are confusing or overwhelming”. That campaign gave us phenomenal results in terms of business and perception change. In the second phase of the journey, we will address the ‘belief’ that ‘Trendy Fashion is expensive’ and limits everyday usage. We have taken a very interesting approach to communicate this proposition through the endearing characters of ‘Neha’ and ‘Naveen’ who have cracked the code of “being trendy always”. These stories will be told in different phases of an integrated brand campaign across multiple online and offline touch points.”

     

    Highlighting the campaign objective, Rajesh Ramaswamy, ED, Lowe Lintas said: “We had a solid insight in hand- people who dress up very fashionably and everyday are perceived to be loaded. So the execution idea was to break this myth by introducing Flipkart Fashion that everyone can afford.”

     

  • DigitalF5 to work on complete creative mandate for BMW Motorrad in India

    BMW Motorrad appoints DigitalF5 as its creative agency

    By A Correspondent

     

    BMW Motorrad, a subsidiary of the BMW Group which started operations officially this year, has appointed DigitalF5 to manage its complete creative mandate. DigitalF5 will manage creative, internet, social content and digital media buying. The account will be serviced from DigitalF5’s Delhi office.

     

    Said Vikram Pawah, President, BMW Group India: “The entire BMW brand is emotionally charged by the flair of BMW Motorrad. Today, BMW Motorrad has already become the most anticipated and exhilarating brand to enter India. We see tremendous potential in this country and we are pleased to work with DigitalF5 to build unique brand identity with creative initiatives and innovative ideas.”

     

    Barin Mukherjee

    Added Barin Mukherjee, Co-Founder and CEO, DigitalF5L “The DigitalF5 team is delighted to have been appointed following, what is probably, the most prestigious pitch of the year for us. We are incredibly excited and look forward to work on new opportunities with BMW Motorrad in India and trigger a new era of motorcycling which expresses a certain lifestyle and manifests the motto Make Life a Ride.”

     

  • The account will be handled out of the agency's Mumbai office

    JWT bags creative mandate of Morphy Richards

    By A Correspondent

     

    Kitchen and home appliances brand Morphy Richards has announced the appointment of J Walter Thompson as its creative agency.  The agency will lead the development of all the brand campaigns for Morphy Richards in India. The account will be handled out of the agency’s Mumbai office.

     

    In addition, JWT Design has also bagged the brand identity and packaging mandate for the brand.

     

    Commenting on the association, Anant Bajaj, Joint Managing Director, Bajaj Electricals Ltd said: “We’re delighted to have appointed J Walter Thompson as our creative agency. We saw some fantastic ideas from multiple agencies in the pitch process, but JWT’s work stood out from the first moment itself. I’m sure this partnership will be fruitful for the brand with the intent of increasing brand awareness, higher top of mind recall and overall market share. I would like to wish all the luck to the JWT team.”

     

    Commenting on the win, Rajesh Gangwani, Managing Partner, J Walter Thompson Mumbai added: “We are elated to win the business. Our strategic recommendation and creative approaches presented won us the mandate. The awe-inspiring range of Morphy Richards products backed by the marketing muscle of Bajaj Electricals gives it a unique advantage in the category. We look forward to the partnership and to create some memorable work on the brand that builds equity and delivers growth.”

     

  • With over 30 years of serving businesses across India, Tally is in an unrivalled position to deal with GST

    Happy mcgarrybowen executes GST-ready campaign for Tally Solutions

    By A Correspondent

     

    Tally Solutions, a pioneer in accounting and business management software, collaborated with Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, to launch its first ever campaign for its GST-ready software. With over 30 years of serving businesses across India, Tally is in an unrivalled position to deal with GST.

     

    Speaking about the campaign, Kartik Iyer, CEO and Co-Founder, Happy mcgarrybowen says, “Working with Tally has been an enriching experience at many levels. As pioneers in the business of Fintech, their insight and view into the GST era is unmatched. Their ability to break anything that is complex down to simple clear points is what makes them the leader undoubtedly. There is a lot to do together. We look forward to doing some great work for them.”

     

  • Hair & Care Fruit Oils caters to the modern, young woman between the age group of 18-30 years

    Marico unveils new campaign for new Hair & Care range

    By A Correspondent

     

    Marico’s hair nourishment brand Hair & Care has launched a new campaign for its fruit hair oils. With this campaign, the brand aims to reignite a feeling of exhilaration and excitement towards hair oiling amongst its youthful consumers.Starring Hair & Care’s ambassador, Shraddha Kapoor, the ad has been conceptualised and executed by BBH India.

     

    Commenting on the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “The new Hair & Care fruit oils address the hair nourishment needs of its young contemporary consumers. It redefines the traditional source codes of nourishment and introduces the much needed stimulating oiling experience amongst today’s youth. The campaign is built to disrupt the category by presenting this product innovation, not through a narrative but by demonstrating the visual delight of its ingredients and hair that is full of energy.”

     

    The new launch, driven by a 360-degree campaign, focuses on key markets of the Hindi-speaking belt. In addition to the TVC, it is being promoted through high impact outdoor and print campaign, an engaging digital campaign and cinema branding, amongst others.

     

    Added Russell Barrett, CCO & Managing Director BBH India: “It’s always wonderful when you’re doing advertising for a product with a genuine, clear and palpable difference. Hair & Care Fruit Oils is a first of its kind hair oil for a younger audience and hence our advertising had to reflect that. What excited us was the innovation of the product, so, we wondered what if we could have people feel the energy and goodness of fruit rather than merely present a logical argument for it. And our partners at Marico said, why not!”

     

  • The brand's latest ad film discovers the essence of the traditional festival

    Tanishq celebrates Teej in new TVC

    By A Correspondent

     

    Indian festivals are known for their deep-rooted traditions and specific regional influences. Some of these are of course regressive, but like various Tanishq commercials of the past, there’s a progressive touch.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “With India being such a diverse market, we agreed that it was time to talk to our customers on a more personal level – by showcasing local festivals like Teej. This film shows how relationships have evolved and beautifully captures the celebration and love that Teej is all about.”

     

    Added Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas: “Tanishq has always been progressive in their communication and the Teej film is no different. The simple act of an elderly man defying tradition and fasting for his wife is an inspiration to reinterpret traditions for modern times.”

     

  • A digital campaign to recognise their versatile and invaluable contribution

    Jaypore celebrates the invisible female force of every household

    By A Correspondent

     

    In recognition of the wonder woman in our lives, Jaypore, an online platform for Indiancraft0based designs, has unveiled its #SelfiWithDidi digital campaign. Launched as a film starring actor Sayani Gupta across Jaypore’s social media platforms, the campaign celebrates the tireless efforts of the unsung female hero of our lives and is a reference to her invaluable role in our lives.

     

    Talking about the campaign, Puneet Chawla, CEO &Co-Founder of Jaypore.com, said: “We at Jaypore have been committed to bring joy to the everyday life of women all around. And these women also include the ones who work tirelessly for us but still go uncelebrated, our didis who are very much a cornerstone to our day to day functioning. In India, because of the income disparities, household help is often neglected and denied the respect they deserve. With #selfiewithdidi, we wanted to give ourselves and everyone a chance to surprise and thank them for their invaluable importance to us. This initiative aims at reminding people of the crucial role these women play in our daily lives.”

     

  • Donning the tagline 'Car Becho, Best Price Mein' the television campaign features an average male struggling to sell his car

    Happy mcgarrybowen unveils inaugural TVC for CARS24

    By A Correspondent

     

    Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has created the first ever TVC for Cars24 Services, featuring Boman Irani as its brand endorser.

     

    Talking on the new campaign, Vikram Chopra, CEO and co-founder, CARS24  said: “Our research indicates that people are now selling their cars in three years, as against five-six earlier. As we sit on the cusp of the next growth curve, the new TVC will help us support more customers get the best price for their cars. We are glad to have a brand endorser of Boman Irani’s calibre to be the face of Cars24″.

     

    Added Kartik Iyer, CEO and Co-founder – Happy mcgarrybowen: “The second-hand car sales market in India is pretty complicated. With many horizontal players promising all kind of prices, the customer is often left in a state of disillusionment making the process of selling one’s car very painful. This campaign is the first step for the brand. We look forward to aggressively growing their market share and creating value for the brand.”

     

  • Anmol roped in DY Works to carry out a complete rejuvenation of the brand architecture and visual design

    DY Works undertakes rebrand of Anmol Biscuits

    By A Correspondent

     

    Kolkata-based biscuits and foods major Anmol Industries Ltd has undertaken a rebrand exercise led by strategic design and consultancy firm, DY Works. With the aim of expanding market share and increasing its geographical footprint from eastern and northern India to a pan-India presence, Anmol roped in DY Works to carry out a complete rejuvenation of the brand architecture and visual design.

     

    Abhijit Sanyal

    Said Abhijit Sanyal, President, DY Works: “We wanted to make the Anmol brand much more modern, warm, approachable – by building on the friendly ‘smile’. We started with an overall corporate branding revamp leading into clutter-breaking packaging not just at the master brand level, but at each sub-segment level too. We believe that this innovative design approach, the unique logo and excellent product quality will help Anmol stand out against competition.”

     

    Added Ranendra Nath Ojha, Chief Marketing Officer, Anmol Industries: “Based on consumer feedback and our own strategic vision, we have undergone a complete change of our logo and packaging to be seen as a young contemporary Indian brand, which is in line with the aspirations of the youth. The new Anmol logo is a reflection of Anmol’s values of spreading joy and warmth and has been designed to appeal to its core target audience.”

     

  • The initiative was carried out in UP, Uttarakhand, Jharkhand and Bihar

    Harpic takes an innovative approach towards changing mindsets to build toilets

    By A Correspondent

     

    Home hygiene brand Harpic has launched its ‘Matrimonial’ campaign focused towards curbing open defecation.

     

    Commenting on the campaign launch, Rohit Jindal, Marketing Director, RB India, said: “As a brand, Harpic intends to not just assist people in using clean and hygienic toilets but aims at attacking the mindset which is callous towards defecating out in the open. Harpic is committed towards building Swachh India and hopes more and more people will introspect and make a conscious decision towards adopting a dignified and respectable lifestyle.”

     

  • Positions their debutant ‘Diabetes care' variant as the 'Australian that helps control blood sugar'

    Wagga Wagga unveils inaugural brand campaign

    By A Correspondent

     

    Following a multi- agency pitch, DDB Mudra West has bagged the branding and communications services for Wagga Wagga cooking oil. The account is being led by the agency’s Mumbai office and is spearheaded by Shally Mukherjee, Senior Vice President & Business Partner, DDB Mudra West.

     

    Speaking on the account win, Rajiv Sabnis, Executive Director, DDB Mudra Group & Managing Partner, DDB Mudra West said:“This is an interesting edible oil range being launched in the health space. Health & Wellness is becoming an increasingly relevant and future-focused space in India. With the specialized diabetes care oil being launched to begin with. Wagga Wagga promises to create a differentiated, quality offering to Indian consumers. It will be an exciting challenge to establish Wagga Wagga in a highly competitive and price-sensitive market. We look forward to the opportunity to partner this brand.”

     

    Added Sujay Naik, Project Director, Agro Global Resources Pvt. Ltd: “With a brand name like Wagga Wagga Diabetes Care Oil, you pretty much get the idea what the product is all about. This makes life simple for the consumer – but for the marketer is also a challenge. We didn’t want the brand to come across as medicinal or being exclusively for the diabetic patients. We didn’t want it to be preachy or prescriptive. Plus the brand and product have multiple differentiators, we wanted to do justice to all of them without diluting the core proposition. The biggest challenge is creating communication which consumers will actually register, rather than the paint-by-the-numbers approach which is so prevalent, and so happily ignored by consumers.The DDB team worked hard in understanding the consumer and crafting an insight, to building an endearing story around it. The resulting communication strategy is distinct, with an engaging story which consumers enjoy watching.  It has been an absolutely fruitful association with the team, and we look forward to seeing what Lucy does from here.”

     

    Said Rahul Mathew, National Creative Director, DDB Mudra Group on the campaign: “There is an incredible source story that Wagga Wagga can boast of. Along with the health benefits of it being a diabetes management oil. We wanted to make sure we communicate all of that in an interesting manner. And Lucy was the marriage of all our intents.”

     

  • Nucleus PR is a nine-year-old firm that handles clients across verticals

    Nucleus PR bags the mandate for Unibic Foods India

    By A Correspondent

     

    Cookie brand Unibic has awarded Nucleus its PR mandate for India after a competitive multi-agency pitch.

     

    Commenting on the win, Tarunjeet Rattan, Managing Partner, Nucleus said: “We are delighted to work with Unibic Foods. The team brings to the table insights that aim to showcase the expertise of the client with innovative ideas and consistent performance. We look forward to doing some great work on the account.”

     

    Remarking on the same, Nikhil Sen, Managing Director, Unibic Foods said: “Nucleus is a great fit for our PR requirements. The young team brings in fresh ideas along with seasoned industry experience that will strategically enhance our media presence through a well thought out plan. We look forward to working with them.”