MxMIndia

Category: PRODUCTS

  • The campaign, conceptualised by Madison BMB, is set to launch soon with a TVC

    Madison BMB launches Royale Bathrooms for Asian Paints

    By A Correspondent

     

    Asian Paints is introducing a new range of luxury bath fittings under the brand Royale Bathrooms with a campaign conceptualised by Madison BMB.

     

    The campaign has a TVC, which focuses on luxury bath fittings for home owners in the premium bathroom space. The objective of the TVC is to establish Royale Bathrooms bath fittings as a premium brand with an elegant range of taps and faucets.

     

    Said Pragyan Kumar, Vice President, Asian Paints Home Improvement Division: “We are proud to take the Royale brand forward in the bathroom products space and offer consumers a wide variety of world class designs with unique features and superior performance.”

     

    Added Raj Nair, CEO and Chief Creative Officer, Madison BMB: “While Royale as a premium brand offering from the Asian Paints portfolio needs absolutely no introduction, this is the first piece of communication for Royale Bathrooms. The striking visual signature and the sophisticated design aesthetics of the Royale portfolio catering to an evolved target group needs to be established. In simple terms, the portfolio is designed with the signature Royale style that can lead to a truly lasting impression. The idea that you might have to deal with a party moving to the bathroom was an interesting way of communicating the same.”

     

  • The Jiyo Parsi Scheme launched on September 24 2013 is backed by the Government of India’s minority affairs ministry

    Don’t have one-child-itis. Phase 2 of ‘Jiyo Parsi’ campaign asks community youth to get married & have kids

    By A Correspondent

     

    The Parzor Foundation and Madison BMB along with Bombay Parsi Panchayat, TISS, Mumbai and Federation of Zoroastrian Anjumans of India launched the “Jiyo Parsi” Phase-II campaign.

     

    Union Minister for Minority Affairs Mukhtar Abbas Naqvi released the campaign on Saturday. The first phase of the Jiyo Parsi Scheme was launched in September 2013 by the government to reverse the decline in the Parsi population by adopting scientific medical protocols and structured interventions, to stabilize and increase the population of Parsis in India.

     

    Said Dr Shernaz Cama, the prime mover of the scheme: “As we enter our next phase, we look ahead to carry the community with us, old and young, to think outside the box and be the pioneers in reviving a community; let us know that every step we take can make a difference.”

     

    Whilst Phase I of the campaign created by Sam Balsara and Madison World focused on awareness of Jiyo Parsi and sensitising the community and its youngsters to the issues in a tone of voice that ensured virability of the campaign, Phase 2 consists of 12 ads and is focused more on trying to persuade young Parsis to get married and have children for a better balance to their own life.

     

    Added Raj Nair, CEO and CEO of Madison BMB, the agency behind the creative execution of the campaign: “After the huge success of the deliberately tongue-in-cheek [Phase 1] print campaign, we have created a new rendition. We have continued to focus on issues especially relevant and meaningful, like togetherness, the importance of family, that having children is joyful and doesn’t come in the way of life at all, that there is no positive outcome to choosing to be alone and so on. The hope is that the issues touched upon will clearly resonate with young Parsi people in a completely positive manner.”

     

  • Promotes Blobby the new brand ambassador to attract young customers

    Nippon launches new ad campaign to highlight new range of hi-tech paint

    By A Correspondent

     

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    Nippon Paint (India) recently launched a new ad campaign that features its brand ambassador, the animated character Blobby. Unveiling the campaign, S Mahesh Anand, President – Decorative Paint at Nippon said: “We are excited to launch this innovative ad campaign featuring Blobby, a character which is synonymous with the exuberance, fun and colourfulness of the brand. This campaign is made at par with international standards to reflect our position as Asia’s Real No 1 paint. It is unique as no brand has ever tried a caricature like Blobby in the paint industry. We hope that this resonates well with our young customers.

     

  • The gaming and entertainment chain currently shares footprint in India and the US via Mumbai, Noida, Gurugram, Bengaluru, Hyderabad, Ludhiana and Mall of America

    Rediffusion gets Virat to ‘Go Smaaashit’

    By A Correspondent

     

    Smaaash, the gaming and entertainment chain,has got Virat Kohli as the face of its TVC campaign titled ‘Go SmaaashIt!’

     

    Said Ashok A Cherian, CMO – Smaaash: “This film is the perfect testament to Smaaash’s brand strength as it resonates with brand Virat Kohli and showcases the excitement of playing and partying, that is only available at Smaaash. With presence in six cities in India, we strongly felt that the film brings out the essence of our brand.”

     

    Said Sreejith Kodoth, Creative Director at Rediffusion Y&R which has crafted the campaign:, “Smaaashis a unique space and this campaign serves as a great way to convey to the audience the various features it has to offer. Using Virat as a way to grab eyeballs, we set out to drive familiarity. Instead of doing a conventional, boring “demo” video, we decided to redefine it through a ‘Smaaashing-rap’ music video: an interesting, memorable way to see all that Smaaashcan provide. We also incorporated the brand name in the communication to make it a part of the vocabulary and use it as an adjective to define ‘Gaming’ in India.”

     

  • Dalmia Cement has also partnered recently with International Finance Corporation to promote sustainable business

    OMD MudraMax wins media duties of Dalmia Cement

     

     

    OMD MudraMax has bagged the media duties of Dalmia Cement Bharat Ltd following a multi-agency pitch.

     

    OMD MudraMax will be partnering with the brand for their comprehensive media efforts. The account will be managed out of the agency’s Gurgaon office and will be led by Tarun Nigam, Executive Vice President and Principal Partner, OMD MudraMax.

     

    Speaking on the partnership, B K Singh, Head of Corporate Brands & Marketing, Dalmia Bharat Enterprises Ltd said: “We have very strong confidence on the long term growth opportunity of the Indian cement industry. We have ambitious plans to leverage this opportunity through our core experience and proven expertise of the industry. A capable partner like OMD MudraMax will certainly bring in critical contributions and help in this process. We welcome OMD MudraMax onboard.”

     

    Added Sathyamurthy Namakkal, President, OMD MudraMax: “We are happy to partner with clients who embrace agencies as partners. The brand Dalmia’s‘customer first’motto and future ambitions matches with the capabilities that our Group companies stand for and offer. We are delighted to engage with Dalmia Group. A prestigious win for us.”

     

    Added Tarun Nigam, Executive Vice President and Principal Partner, OMD MudraMax”“Dalmia is an iconic brand and we are delighted to handle its media duties. It is a great opportunity for us to put forward our strategic thinking, local market expertise and drive on ROI for Dalmia’s brand investments. This is an excellent time to partner with them.”

     

  • Maintaining the numero uno position in the fan segment will continue to be the topmost priority

    Orient Electric appoints Lodestar UM as Media AoR

     

     

    Following a multi-agency pitch, leading electrical solutions company, Orient Electrichas appointed Lodestar UM as its media Agency On Record (AOR). The account will be handled out of Lodestar UM’s Delhi office.

     

    Speaking on the partnership, Anshuman Chakravarty, Head Brand & Corporate Communications – Orient Electric, said: “Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies.”

     

    Added Hema Malik, COO, Lodestar UM Delhi: “Orient Electric is positioned at a crucial juncture in their growth path and the stakes are high. The success of our partnership will determine much of the future trajectory of the company. Lodestar UM with its proven planning process, coupled with deep insights and solutions led approach will strive to create a strong and differentiated go-to-market strategy – cutting through the clutter and me too media activities.”

     

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

    Tanishq unveils brand campaign celebrating Varamahalakshmi

     

    Jewelry brand Tanishq has released a new brand campaign to coincide with the Varamahlakshmi festival.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “India is a land of festivals and we felt the need to address all the occasions that contribute towards the expression of love and respect towards your family, society and values. Tanishq wants to create a more personal bond with the customers and connect with them at a deeper level through festivals like Varamahalakshmi. This film shows how the meaning of marriage and companionship has evolved with time and beautifully captures the relevance of festivals in the new age society.”

     

    Added Hari Krishnan, President, Lowe Lintas: “Every festival in India, has a cultural, religious and regional context. Tanishq has always redefined human relationships and it is this aspect of the brand that we’ve tried to bring alive in the context of the Varamahalakshmi festival, which is an important festive occasion in South India.”

     

    Said Rajesh Ramaswamy, Executive Director, Lowe Lintas: “It is always very exciting for us when we get opportunities to explore newer cultures, traditions and languages. So, for the first time, we’ve made an ad for a popular festival down south, ‘Varamahalakshmi’. An important part of the festival is that the women observe a fast to invoke the goddess home. In this ad, the husband finds an opportunity to express love and gratitude towards his wife, for carrying out the tradition with such devotion. The friendly banter between them adds to the charm of their relationship.”

     

  • Meanwhile, Murali Nair will lead Visa’s market development activities across the region

    Manmeet Vohra to head marketing at Visa

    By A Correspondent

     

    Digital payments leader Visa has announced the appointment of Murali Nair, as the Head of Client Relationship Management, India, and Manmeet Vohra as the Marketing Head, India and South Asia.

     

    Nair most recently served as the Senior Vice President, Market Development for Mastercard, South Asia while Vohra led the marketing of Starbucks in India.

     

    Welcoming the new honchos, TR Ramachandran, Visa’s Group Country Manager, India & South Asia said: “At Visa, we take pride in our people, our biggest asset. We are excited to have experienced professionals like Murali and Manmeet join the team. As Visa works with its clients to bring the future of digital payments to the market, their deep domain expertise and experience in the market will be an important addition to our capabilities.”

  • Launches a film on gender inequality to emphasise on the need for change

    Jaago Re highlights need for gender sensitisation

    By A Correspondent

     

    Tata Tea’s social activism movement Jaago Re has launched a new film that showcases an instance of gender inequality we most often ignore. The film depicts how we perpetuate the notion that women are the weaker sex and thus, inferior to men through a simple conversation that a father has with his son after the boy loses to a girl in an obstacle race. Through these films, the brand aims to educate and drive awareness on the urgent need to create a safer environment for women in India.

     

    Commenting on the film, Rishi Chadha, Head Marketing – Tea, Tata Global Beverages said: “It is our firm belief that true social change can only occur when we address the root cause of a social issue. To effectively combat the rising cases of violence and discrimination against women, we need to dispel the incorrect notions of male superiority that are knowingly or unknowingly taught to young children and then continued into adulthood. Therefore, it is imperative to educate our children about gender sensitivity so that both boys and girls can grow up in a mutually equal and respectful environment.”

    Indeed.

     

  • The newly launched e-magazine focuses on customised and relevant content for Indian consumers

    Coca-Cola launches new digital journey

    By A Correspondent

     

    Coca-Cola India announced that it has launched the “Journey” digital magazine for local audiences. “We are a consumer-centric company and thus need to have engaging conversations with consumers,” said Ishteyaque Amjad, Vice-President, Public Affairs and Communications, Coca-Cola India and South-West Asia. “We understand that people want to know more about us and we are facilitating that better. The most definitive source of knowing our stories is through us. Coca-Cola India Journey is a sincere attempt to tell our stories in an engaging and fun way. Besides that, there are easily comprehensible infographics, blogposts along with a lot of interesting pictures and videos that make for total infotainment.”

     

    While Coca-Cola India Journey will continue to include corporate content such as corporate news, latest announcements, product information, executive bios, and general information, its look-and-feel will be like that of a digital magazine.

     

    Among other things, there is an interesting section called Rumours which takes on questions like Will a tooth left in Coca-Cola overnight dissolve? Remember those Whatsapp scary posts on Whatsapp?

     

  • Performics.Convonix is the digital end-to-end solutions company under Starcom India

    Performics.Convonix bags SEO mandate of Aditya Birla Health Insurance

    By A Correspondent

     

    Sarfaraz Khimani

    Continuing its recent run, Performics.Convonix has won the SEO duties on Aditya Birla Health Insurance. Said Sarfaraz Khimani, Co-CEO, Performics.Convonix: “This is a significant addition to our roster and we look forward to developing and implementing a cohesive strategy on Search for Aditya Birla Health Insurance.  An area such as health insurance faces a shortage of clear, concise information. We hope to enhance brand visibility, website traffic and ultimately increase ROI significantly through SEO. SEO is an area which has a huge bearing on business deliverables and our data and insight-driven approach to SEO backed by our strong background in technology will go a long way in achieving both the client and our joint objectives.”

     

    Aditya Birla Health Insurance Co Ltd. is a 51:49 joint venture between Aditya Birla Group and South Africa’s MMI Holdings.

     

  • The leading QSR chain unveils its latest TVC for its low-cost offering

    Burger King unveils campaign for latest offering

    By A Correspondent

     

    Built upon the insight ‘One for Hunger, Two for Taste’, Burger King has unveiled its new campaign that allows guests to buy two crispy veg burgers for just Rs50. Customers can add fries and Pepsi at an add-on price of just Rs44 to make it a wholesome meal.

     

    Commenting on the new offering, Rajeev Varman, CEO, Burger King India said: “Through this marketing campaign, we invite millennials to walk into our outlets to enjoy the unique Burger King experience. We are constantly evaluating our offerings to suit the Indian palate and will continue to provide many such exciting products and offerings for our guests.”

     

    An integrated marketing campaign has been proposed across television and digtal platforms.