MxMIndia

Category: PRODUCTS

  • Gromax is an agri-equipment entity that is committed to the cause of enhancing and enriching the lives of farmers

    Gromax partners Scarecrow Communications to launch new range of tractors

     

     

    Scarecrow Mumbai has launched a new tractor brand – Trakstar – in the 30-50 HP category for Gromax Agri Equipment Limited (eka Mahindra Gujarat Tractor Ltd).

     

    Said Harish Chavan, Director, Gromax Agri Equipment Limited, said:”This is not the first time Mahindra is associating with Scarecrow team. They have previously worked on some of our brands like Trringo. We realised Scarecrow’s approach to develop brand communication is something that we resonate with and we were more than confident to award the creative duties to them. From branding of the Tractor to coming up with company and implements names to developing positioning and communication for the brand, everything has been taken care of by Scarecrow, Mumbai.”

     

    Added Manish Bhatt, Founder Director, Scarecrow Communications: “Mahindra has always been the leader in categories like Tractors and SUVs. This entire project has been a precious opportunity for Scarecrow. Though we have an extensive experience of working on similar projects where we played a key role in the formation of brands like the creation of &Pictures (for &Network, a part of Zee Entertainment Enterprises Ltd. and Essel Group), our association with Gromax is still an inspiring experience.”

     

    Said Arunava Sengupta, Founder Director, Scarecrow Communications said: “India being an agricultural country, it is very important to have a brand that touches the lives of farmers in true sense. Since Gromax and its flagship brand Trakstar meet the category’s need of the hour, we are all geared up to bring something meaningful to the table.”

     

  • The aim of the ad campaign is to drive pre-owned smart phone purchase intent among people

    Quikr Bazaar announces its arrival as a one-stop shop for used smartphones

    By A Correspondent

     

    Mullen Lintas has launched its first television campaign for Quikr. The latest campaign by Quikr is themed around buying high quality pre-owned smartphones at affordable prices from QuikrBazaar, its C2C vertical.

     

    Commenting on the new campaign, Vineet Sehgal, Chief Marketing Officer at Quikr said: “At Quikr, we have always innovated for our consumers either to make them online users, to address privacy issues or to provide secure platform for C2C transactions. With the latest ad campaign we want to address trust issues associated with the used products and mobile phones in particular. The campaign points out the several benefits such as best price, 36+ point quality check, six months warranty and seven-day replacement policy offered by QuikrBazaar and demystifies worries associated with pre-owned mobile phones. The ad campaign is result of a great collaborative effort with our new agency partner that effectively captures the essence that anybody can now own a high-end mobile phone.”

     

    Highlighting the creative premise behind the film, Shriram Iyer, NCD, Mullen Lintas said: “Mobiles carry a lot of flaunt value, right? So what happens when a very junior employee at a firm walks around with a high-end phone? One which looks and feels like a brand new phone? It leads to a crazy chain of Chinese whispers, all speculating how he could afford it. And given that Quikr and quirk go hand in hand, we went lateral in treatment by giving it a retro, Bollywood caper kind of feel to the whole thing. A simple human insight tuned for super fun.”

     

  • A first of its kind campaign breaks the clutter of crowded advertising space

    Parryware launches new campaign across PVR cinemas in India

    By A Correspondent

     

    To own the space of Loo Breaks in India, Parryware has launched a national campaign ‘Parryware Loo Break’.

     

    Commenting on the campaign launch, KE Ranganathan, Managing Director, Roca Bathrooms Pvt Ltd. said: “Innovation is a way of life at Parryware and reflects in everything we do, be it our products, processes, communication et al. Given the highly fragmented market that we operate in, the bathroom space is yet to be claimed! All of us interact with multiple bathroom brands during a day in different environments. Our intent was to explore a perfect opportunity to effortlessly yet effectively seed brand Parryware in a natural environment.  ‘Parryware Loo Break’ creates an interaction with the audience in a novel fashion, making Parryware synonymous with loo breaks.”

     

    This campaign will be extended to other mediums and across touchpoints in the near future. Delivering contemporary and youthful bathroom solutions in India, brand Parryware is known for many industry firsts, product innovations and for introducing global technology in the Indian market.

     

  • SBI Life wants to bring alive this truth through its new campaign 'Hain Taiyyar Hum'

    SBI Life unveils latest campaign to promote ‘Sampoorn Cancer Suraksha’

    By A Correspondent

     

    Leading private life insurance company SBI Life has launched ‘Sampoorn Cancer Suraksha’, a new offering to help customers prepare in case of a cancer diagnosis.

     

    Speaking about the new offering and ‘Hain Taiyyar Hum’, Ravindra Sharma, SVP & Chief – Brand and Corporate Communication, SBI Life said: “When one talks about cancer, we hear about the emotional and physical struggle one goes through and the mental strength required to fight it. What one does not speak about is the financial preparedness which plays a crucial role in the fight against cancer. With the launch of ‘Hain Taiyaar Hum’ campaign, the idea was to reflect the thought of being prepared, if need arises, to battle the disease by engaging consumers on an emotional platform. Real life scenarios helped us to connect emotionally with the audience which in turn brought out the message of financial preparedness very clearly.

     

    Speaking about what went into ‘Hain Taiyyar Hum’ from a creative perspective, Amod Dani, Executive Creative Director, Leo Burnett Orchard said: “This is a campaign that is very close to us. We understand that cancer does not just affect an individual but the entire family at large. It can be quite depressing and people often lose hope. This is exactly why we wanted to create a positive, inspirational narrative focussing on the ability to survive and overcome this challenge. Data tells us that people who have beaten the disease are the ones who have prepared for it or have had the financial might to fight it. Our #HainTaiyyarHum campaign stresses eloquently on the merits of preparation. How being prepared is the key to overcoming any and all challenges. Taking the vignettes from across the lives of different individuals we crafted a poetic narrative that showcased the preparation stories of real people through film and webisodes.”

     

  • The digital film encourages women to show the world their real self

    Vogue eyewear encourages women to come to the fore with #ShowYourVogue

    By A Correspondent

     

    International eyewear brand Vogue Eyewear has unveiled its latest campaign featuring Bollywood actor Shraddha Kapoor, and six other women in different situations. The digital film titled #ShowYourVogue encourages women to show the world their real self, not caring too much about what others think of them.

     

    Said Amit Singh, Head of Marketing at Luxottica India Eyewear Pvt Ltd: “Do anything but do it like you is the first thing you’re sure to tell yourself once you watch this film. Shraddha Kapoor and the six other women in the film are as self-assured as it gets and they are owning their lives and how! The film gives us a sneak peek into their free spirited attitude towards daily life and brings forth an important message – live and move in your own style, in your own Vogue!”

     

    The film has been conceptualised by Brandmovers India. Speaking about the film, Suva Ghosh, Chief Creative Officer at Brandmovers India said: “This was a really fun project for us to work on. The idea was to create an anthem that catches on with the woman of today and to juxtapose it with interesting visuals. Working with Shraddha Kapoor was a great experience too!”

     

  • Fourth film of the digital series by BIBA talks about 'body shaming' across age group

    Biba questions ‘body shaming’ culture in latest campaign

    By A Correspondent

     

    Biba Girls has launched a thought-provoking digital campaign – ‘ChangeTheQuestion’, a short film which questions the issue of body shaming. This film is an extension to the’Change’ series of campaigns by the brand.

     

    Conceptualised by Brandmovers, the #changethequestion film opens with a conversation between husband and wife while they are getting ready for an evening outing when they are interrupted by their daughter, who is dressed in her ethnic best. She asks them a seemingly a small question which urges them to introspect. The film reiterates the thought that ‘We are beautiful in our own way’

     

    Sharing his views on the film, Siddharth Bindra, Managing Director, Biba, said, “It’s the success of our earlier films and the conversations they sparked that urged us to create another film. We realized that in whatever way, we were bringing about a shift in people’s lives and perspectives. Similarly, this film touches on the topic of negative body image tactfully and how it’s a growing concern not only amongst women but young girls too. The film delivers a strong message through a very sweet story that is sure to have an impact on the audiences.”

     

    Added Suva Ghosh, Chief Creative Officer, Brandmovers India: “Just like with the earlier films which we have created for BIBA, the idea was to initiate a wave of change. We were working on a very strong insight with this film – women all over the world are worried about the way they look. We spoke to a lot of people and realised that the problem ran deep – a simple question like ‘Am I looking fat?’ can be damaging not just to themselves, but also to people around them. We are to be blamed for the world we are shaping; with such campaigns we are trying to strive to make the world a happier and a better one.”

     

  • The three new TVCs have been conceptualised and created by creative agency, Rediffusion Dentsu Young & Rubicam

    Eveready promotes new range with ‘Ise Brightest Kuch Nahi’ campaign

     

     

    Eveready Industries India Limited (EIIL) has announced the launch of its latest TV campaign for LED Bulbs touching on the thought of ‘Ise Brightest Kuch Nahi’. The three new TVCs have been conceptualised and created by Rediffusion and has been directed by Pradeep Sarkar. The commercial also features its brand ambassador Akshay Kumar.

     

    Speaking about the TVC, Partha Biswas, Vice President and Head Lighting Business, EIIL, stated, “Eveready has been a known and trusted leader with a ‘consumer first’ attitude. The campaign goes beyond simply reinforcing the fact that our LEDs are the brightest by integrating emotions that everyone can relate to. As a part of the TVC along with Akshay Kumar, we are establishing an emotional connect with our consumers and audiences.”

     

    Added Anil Bajaj, Vice President Marketing, EIIL: “The message is conveyed in a very subtle manner and leaves back an important thought to ponder up – to brighten someone’s life by doing little things that may not be important to us. It portrays the many emotions that we go through during our lives and how our LEDs can accentuate it further. Eveready LEDs are a crucial part of our daily lives and plays an integral role in many subtle ways.”

     

  • With its latest campaign, Comfort takes a small step towards ‘breaking gender stereotypes’ that exist within the household

    Laundry cleaning not just a daughter’s job, says Comfort Fabric in latest campaign

     

     

    Hindustan Unilever has launched a new campaign for Comfort that drives home the message that household chores like laundry is not something that only the girl child needs to be engaged in. It’s equally important for both the son and daughter to learn this.

     

    Commenting on the launch of the campaign, Priya Nair, Executive Director, Home Care, Hindustan Unilever, said: “The message ‘Chota Step, Badi Baat’ implies that one extra step in using Comfort can give a great benefit in washing. Also, one small lesson from the mother, asking the son to learn this, is a big step towards impacting the social conditioning on gender. With our latest campaign, Comfort is taking on a powerful purpose for the first time – with each small step we hope to make a significant impact towards a better tomorrow.”

     

    Talking about the conceptualisation of the campaign, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy, said: “The idea for ‘Chota Step, Badi Baat’ was born very simply from Comfort’s product proposition – How one small step of using Comfort after wash, has a significant & big impact on one’s clothes. Then on, we simply had to make this little product truth connect seamlessly with a human truth – that in life, even one small step in the right direction can result in a lasting, positive impact. We are happy that even beyond this execution, the space is very promising for various future engagements.”

     

  • The campaign will be supported by an extensive integrated marketing campaign

    Mondelez India unveils campaign promoting added benefits of Cadbury Dairy Milk Silk

     

     

    Mondelez India has unveiled a new campaign for the its chocolates brand Cadbury Dairy Milk Silk with a TVC conceptualised by Ogilvy & Mather.

     

    Said Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather said:”The New Cadbury Dairy Milk Silk is a curvier version of the original bar. The curvier shape results in more chocolatey feeling in the mouth. We brought alive the product story ‘feels like a lot more’ through the imagination of our protagonists. As both bite into the chocolate they feel like they are being serenaded by a whole lot of people. Reiterating that the feeling of ‘more’ is also more enjoyable.”

     

  • 360-degree campaign focusing on the importance of verified information

    BBH unveils latest TVC for Housing.com

    By A Correspondent

    Housing.com has announced the launch of its new TVC campaign “Housing.com par Jo Dikhe wahi Mile”. The TVC will showcase one of the brand’s core promises ‘what you see is what you get’ on the website.

    Conceptualised by BBH (Delhi), the campaign draws insight from a consumer research study that ranked lack of correct and complete information in property listings as the biggest

    Commenting on the campaign, Neeraj Chaturvedi, CMO, Housing.com said” “We understand the struggle of finding the ‘right’ home. Housing.com has always taken the extra step to make this journey smooth and convenient. Through our campaign, we have captured the joy that one feels when reality meets expectations. We believe that the campaign will strengthen our relationship with our audience and reinforce our commitment to being the most trusted platform to discover, buy, rent and sell homes in the

    Added Subhash Kamath, CEO & Managing Partner, BBH India: “The creative idea of ‘Jo Dikhe Wahi Mile’ is a simple yet memorable demonstration of the fact that Housing.com gives its customers the right and relevant information to help them find their dream homes. For consumers, this is a key and critical benefit as the brand delivers on increasing transparency in the sector. It is a proud moment for all of us as we are really excited to rejuvenate this exciting brand, and this is only the first of the campaigns. Here’s to many more!”

     

  • Film with a healing touch released by Honourable Home Minister Shri. Rajnath Singh

    Kent RO builds a bridge of love between the nation and Kashmir in new film

    By A Correspondent

     

    “Vaadi-e-Kashmir”, a short film on Kashmir, a CSR initiative of Kent RO, dedicated to Kashmir has been created by Law & Kenneth Saatchi & Saatchi.

     

    Commenting on the film Mahesh Gupta, Chairman – Kent RO said: “The film celebrates the beauty of Kashmir and its people, and celebrates the love and togetherness that we share as a nation. The vision of this short six-minute film is to ‘make our brothers and sisters in Kashmir feel that the rest of the country stands with them’ and also open many more doors to bring us closer to each other.”

     

    The film is conceptualised by Praveen Kenneth, Chairman – Law & Kenneth Saatchi & Saatchi. Said Kenneth: ”The task at hand, keeping in mind the current sensitivity of Kashmir was challenging. We met a myriad of people, both in Kashmir and outside, to find a starting point. We had to keep it simple.”

     

    The film calls viewers to log on to www.dilsekashmir.com, a platform that’s been created for the people across the nation to send a message of love to the people of Kashmir.

     

  • Introduces a revolutionary new fabric ‘NICE’ that is Sweat-Free and Moisture-Absorbent

    Only Vimal highlights innovative features of new fabric in latest campaign by IBD

    By A Correspondent

     

    Percept agency IBD, which won the strategic and creative mandate for Only Vimal, the textile brand of Reliance after a competitive pitch last year, has released two awaited TVCs across electronic media pan India.

     

    Said Vivek Mehta, Head – Marketing, Reliance Industries Limited (Textiles) said: “The brand Only Vimal always stood for ‘fashion for the young trendsetter’. The youth in India are challenging ‘the status quo’, with a mindset of new possibilities, risk taking and a can do attitude. And they are doing all this in style. Only Vimal reflects their values by offering, ‘fabric and apparel which is not only technologically advanced and innovative but also stylish and world class in design values’.”

     

    Commenting on the new Vimal TVCs, Rahul Gupta, Managing Director, IBD said: “Last year saw us disrupting the category, with a strong and relevant positioning of “Superior Technology Fabric”, which lead to many other brands trying to do the same. This year we wanted to deepen our positioning by bringing in more differentiated products that are performance enhancers, which further facilitates in ranking Only Vimal as a truly Tech Forward brand.”