MxMIndia

Category: PRODUCTS

  • Bajaj decided to position it differently from the existing classifications of commuter, sports, adventure and cruiser

    Ogilvy Mumbai executes a dominant campaign for Bajaj Dominar 400

    By A Correspondent

     

    A challenger brand wishing to take on a behemoth is not something new in communication.The recent Dominar 400 from Bajaj is doing exactly the same.

     

    Said Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring does not have to be devoid of modern motorcycling technology and performance. Dominar 400 identifies this glaring need gap and offers an athletic option which takes touring to a new level, not experienced by most riders in India. The brand task is to establish this form positioning and provoke answer to a question – what’s size without performance?”

     

    Added Sukesh Nayak, CCO, Ogilvy West (India): “‘Hathi Mat Palo’ is a phrase we often use to define being stuck with something that is dated and heavy on the pocket. Our big idea is based around this thought. We used the phrase to create a powerful execution that is designed to provoke the big motorcycle riders stuck with dated technology.”

     

    Other than a TV, the campaign consists of outdoor, and digital initiatives.

     

  • It highlights the pulse points in the body that are best for spritzing and make the fragrance last longer

    Engage highlights core USP of its new offering in latest campaign

    By A Correspondent

     

    Fragrance brand Engage has unveiled a new thematic campaign to introduce its range of perfume sprays for men and women. In this new television commercial directed by Subir Chatterjee of Whitelight Films, Engage highlights the pulse points in the body that are best for spritzing and make the fragrance last longer.

     

    Said Tista Sen, SVP & National Creative Director, J. Walter Thompson: “The new communication focusses on the longing and yearning that perfume can evoke in romance. Imagination and fantasy is captured through young lovers who cannot wait to meet. Perfume on the pulse points heightens ‘playful chemistry’ which is the raison d’être of the brand and brings lovers together through a powerful line that says it all: where do you want to be kissed?

     

    Added Sameer Satpathy, Chief Executive Personal Care Products Business at ITC: “Engage is synonymous with the proposition of ‘playful chemistry’, and the new thematic campaign ‘The Fantasy’ further reinforces its strong credentials as a perfume of choice for couples in love. With the evolving attitude and lifestyle of consumers, the segment offers an enormous opportunity to educate and drive category growth. Spritzing on pulse points is an important aspect rooted in the core of desirability and a perfume spray’s functionality”.

     

  • The campaign has been created and conceptualised by Lowe Lintas

    ICICI Prudential says ‘Prepare today, to win tomorrow’ in latest campaign

     

     

    ICICI Prudential Life Insurance has unveiled a multimedia brand campaign to promote its health insurance product – ICICI Pru Heart/Cancer Protect. The brand launched the first phase of the campaign – ‘Agar taiyaari sahi ho, toh jeet pakki hai’ in June 2017. The campaign has been created and conceptualised by Lowe Lintas.

     

    Speaking about the campaign, Puneet Nanda, Executive Director, ICICI Prudential Life Insurance said: “The consumer is always at the centre of all our efforts. Amongst Indian consumers today, lifestyle-related illnesses like cancer and heart disease have become increasingly common due to fast-paced lives. Each one of us has seen someone around us who has faced these illnesses. In most cases, urgent medical attention is required – leading to a need for a large sum of money, in a matter of days. At such a serious time, the family should be focused on recovery and not worry about finances. This is the key insight behind our new health plan – ICICI Pru Heart/Cancer Protect. The plan pays the claim amount on detection itself, giving money in hand to make the best treatment possible. It also provides a large cover of Rs.50 lakhs for cancer and Rs.25 lakhs for heart at just Rs.407 p.m. The new film aptly brings across the vital role of the product in helping the coach fight a tough challenge like cancer.”

     

    Adding more perspective on the campaign, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas said: “Through this campaign, we are speaking to our audience and highlighting the role of ICICI Pru Heart/Cancer Protect, an innovative health insurance product that helps individuals focus on their treatment for heart and cancer ailments without worrying about any expenses. Our creative strategy through this film is to talk to our target audiences in a language and tone that they would understand best. We’re confident that the relevant and relatable story of the coach and his team’s battle against cancer will appeal to our target audiences and create a strong affinity for ICICI Prudential Life Insurance.”

     

  • This innovative use of the Facebook "poke" functionality is part of the campaign created by OgilvyOne, Mumbai for Godrej HIT's platelet donation drive

    Godrej HIT warns users with #HitDengueBack initiative

     

     

    On Sunday, August 20, Facebook users received poke notifications from an unusual profile – a dengue mosquito, part of an awareness drive about World Mosquito Day, a Facebook initiative by Godrej.

     

    This use of the Facebook “poke” functionality was  created by OgilvyOne, Mumbai for Godrej HIT’s platelet donation drive. Godrej HIT has partnered with Apollo Hospitals to build an online community of platelet donors to save lives of critical dengue patients.

     

  • The first TVC, with the central theme #ReinventMyStory, is a tribute to millennials who dare to chase their dreams

    HP reaches out to the youth via #ReinventMyStory

     

     

    HP has unveiled two new marketing campaigns featuring innovations in its personal systems and printing categories. Conceptualised by BBDO, the two commercials are aimed at empowering and enabling the Gen-next at every stage of their lives by reinventing technology to fulfill their goals and needs.

     

    Said Ayesha Durante, Country Marketing Head, HP Inc. India: “Young students and millenials are among the biggest drivers of technology consumption. At HP, it is our constant endeavor to stay connected with this generation and tailor our products to their needs. Our latest marketing campaign is targeted at this consumer category. Through it, we want to underscore how HP’s technology is empowering them at this important stage of their lives, by providing them the tools that enable them to stay ahead of the curve.”

     

  • The latest ad film by Tanishq depicts the joy behind the traditional harvest festival of Kerala

    Tanishq promotes latest offering, Samriddhi on eve of Onam

    By A Correspondent

     

    Onam is coming up and Tanishq’s latest film for its Onam collection – Samriddhi captures the festive spirit.

     

    Speaking about the film, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division, Titan Company Limited, said: “On the occasion of Onam, people purchase new clothes, jewellery, gifts, decorations, food preparations and much more to celebrate the festival. With the Samriddhi Collection by Tanishq, Keralites can start a new tradition to buy unique jewellery from Tanishq for this auspicious occasion. Whether it’s a festival or any special occasion, Tanishq has something to offer each of its customers while aiming to build a strong bond and a deep connection”.

     

    Added Hari Krishnan, President, Lowe Lintas: “Kerala is an important market for jewellery and Keralites are extremely discerning consumers. Onam is a festival that’s proudly celebrated by all of Kerala and it’s a time when most families have a hectic social life. In this context, we wanted to capture how Tanishq can play a role in strengthening relationships. Our team’s understanding of the Malayali mindset has helped in capturing the small nuances in a relationship beautifully.”

     

  • Lokusdesign equips the brand to recruit younger audience with its branding exercicse

    Dinshaw’s unveils new branding and design identity

    By A Correspondent

     

    Dinshaw’s has unveiled an all-new brand identity and design haul spearheaded by Lokusdesign.

     

    Zervin Rana

    Said Zervin Rana, Director Dinshaw’s Dairy Foods: “Lokusdesign introduced to us to various unexplored aspects of our brand through a ‘soul-search’ workshop technique. The firm’s capability of translating attributes of the brand identity such as trustworthy, warm, friendly etc. into brand design is phenomenal. The goal was to capture the consumer’s attention and inspire desirability and liking for the brand through the design, look and overall feel. I believe the outcome has been remarkable – both from consumer’s reactions and market performance.”

     

    Added Shekhar Badve, CEO & Founder, Lokusdesign: “Through a Strategic Brand Shift Reflection process, we enabled Dinshaw’s to disconnect from their competitive impulses and realize their inherent capability. My team evolved a clear brand-guide, framework and architecture to help Dinshaw’s manage their product portfolio better; which helped the brand to clearly establish category and sub-category level positioning across its vast portfolio. The brand promise of “pleasurable experiences delivered through a wide range of high quality food products that form a part of the consumer’s life through different times of the day” was translated into the brand’s personality and design”.

     

  • The 'Sweet Stretchy Men' from the Norwegian Orkla Group are brought to life by Elephant

    Laban enters India with Elephant’s designs

    By A Correspondent

     

    Orkla Group, the leading Norwegian company (and the parent company of MTR Foods) enters India with Laban, human-shaped, non-sticky, 100% vegetarian, fruit flavoured chews. Laban is billed as Norway’s number 1 confectionery brand

     

    Continuing the creative partnership across packaging design of the entire portfolio including recent entry in breakfast and ready-to-eat meals, MTR-Orkla entrusted Pune-based Elephant with bringing the sweet stretchy men to life. “Just as the taste has been localised for India with 100% vegetarian ingredients, the look & feel has also been specially designed to appeal Indian shoppers by notching up the fun and taste quotient,” noted an Elephant spokesperson.

     

  • Media partner Radio City helps in amplifying this unique activity

    Lodestar UM executes ‘sweet’ initiative for Federal Bank

     

     

    Federal Bank recently launched a new brand campaign around the theme ‘Why Settle for less?’ Taking this campaign thought ahead, Lodestar UM conceptualised a unique initiative with Mumbai’s famed dabbawalas.

     

    Said Deepak Netram, Senior Vice President, Lodestar UM: “In all aspects of life, be it family career or home, Mumbaikars exemplify the ‘Why settle for less’ attitude. Hence we decided to celebrate this spirit of the Mumbaikars and give them a surprise in form of a Federal Bank goodie box,”.

     

    On August 19, the campaign kicked off on radio and on digital. Radio jockeys Rohit Vir and Harshit of Radio City led the campaign on air. Both the RJs accompanied the Dabbawalas to select corporates to deliver the message personally.

     

    The entire journey was encapsulated on camera including the wow moments of luncheons enjoying the sweet. The activity was hugely successful as Radio City received large numbers of calls from offices with people sharing their experience of the getting this unexpected treat from Federal Bank.

     

    Talking about the campaign, Rajanarayanan N, Deputy Vice President (Marketing & Investor Relations) Federal Bank, said: “Most ads in the Banking, Financial services and Insurance (BFSI) sector talk about products or services. But we decided to diverge from the beaten path. It is the mood of the campaign, its playfulness and its treatment that haloes the entire series of our Ad films. We wanted the demeanour of the films to come out loud and say ‘Why Settle for Less?’ and this is what distinguishes the commercials from others. We wanted to do on ground activities that would complement the spirit of our ad films. The dabbawalla initiative is an innovation ideated by Lodestar which I am sure will win a lot of hearts in Mumbai.”

     

  • Highlights the advanced Active Foam Wash to get rid of stubborn dirt, grime & stains

    Panasonic unveils campaign for its Foam Premia washing machine range

     

     

    Panasonic India has launched an integrated marketing campaign for its gen-next washing machine range- the FoamPremia. The new TV-led campaign has been conceptualised, created and executed by Saints and Warriors and will be supported on television, print, OOH, cinema, in-store and digital.

     

    Themed “It’s Foamtastic! Lots of Jhaag, no Daag”, the new TVC will be broadcast pan-India across mix genre television channels, majorly focusing on GECs, HD, News & movies, and lifestyle & kids channels among others. Keeping in line with the company’s business strategy, the TV campaign will also cover the regional and Hindi heartland TV channels too. The regional outreach includes Southern and Eastern Indian market.

     

    Speaking about the new TVC, Sarthak Seth, Head -Brand & Marketing Communications, Panasonic India, said: “The washing machine is one of the key strengths and among the best selling product categories at Panasonic. We always customise products that suit the evolving needs of a modern Indian family. The FoamPremia range is equipped with features generating rich and creamy foam for a spotless washing performance.It is also equipped with Econavi Technology which senses washing load & water temperature to adjust water usage & wash timing to optimum levels, hence ensuring better wash with minimum waste of electricity. Our new campaign focuses on effectively communicate the essence of the product and at the same time educate the masses about its functionality and features.”

     

  • Actress Pooja Chopra is the face of Jumboking India's latest billboard campaign 'Always loved it!'

    Jumboking launches new billboard campaign

    By A Correspondent

     

    Jumboking, which turned 16 recently, has rolled out a new billboard campaign across Mumbai. Actor Pooja Chopra is the face of the brand’s new campaign ‘Always loved it’.

     

    Said Dheeraj Gupta, Managing Director, Jumboking: “Our tagline is #ProudlyIndian and we are aware of the fact that most of us have always loved the Indian flavours in the desi versions of the famed burger. Jumboking, as a pioneer, has taken a step ahead in the food curation drive by taking a local product like vadapav and infusing it with a variety of flavours. And to our delight, the youth have always loved it.”

  • The company undergoes a major rebranding exercise

    Cogoport hires The Minimalist as its branding agency

    By A Correspondent

     

    Leading online international freight exchange Cogoporthas hired The Minimalist as its branding agency. The new branding agency has helped Cogoport launch its new brand identity that culminates the brand’s vision and promise.

     

    While sharing the news of the logo unveiling, the Founder & CEO of Cogoport, Purnendu Shekhar said: “Our new brand identity makes it possible for us to share our vision and promise in one story. Our brand is now refreshed, connected and closer to engage with our clients where we expect a deeper impact on our business. It is the sense of simplicity, style, and concept that brings a resourceful optimism in the connected world today. We’re looking at scaling to greater heights with innovation, enabling tech and understanding the diversity of our business.”

     

    Added Chirag Gander, founder of The Minimalist: “When we looked at designing the logo, we went in circles – trying to understand the objective of the brand. But when we realized there was this one story that resonated with the brand so accurately, we couldn’t help but notice a culture building out of the identity.”