MxMIndia

Category: PRODUCTS

  • The film promotes Dabur Honey as the perfect ingredient for weight management

    Dabur Honey plays the weight loss expert, in latest film by Mullen Lintas

    By A Correspondent

     

    Dabur India has rolled out a new film promoting Dabur Honey as the perfect ingredient for weight management.Commenting on the objective behind the latest communication, Rajeev John, Marketing Head-Health Supplements of Dabur India said: “With Dabur Honey, we have always promoted a healthy life. One of the core benefits of Dabur Honey is that it helps manage your weight if consumed regularly. Thus, in our new campaign, we are communicating the message that consuming Dabur Honey every morning with warm water helps you ‘Stay Fit and Feel Young’. Targeted specifically towards married women, the campaign is based on very strong insight and we feel that everyone should make it a daily habit… A ritual. We feel that this will strongly resonate with our target audience.”

     

    The film by Mullen Lintas Delhi is based on a common perception that most women gain weight after getting married. As a brand, Dabur Honey is trying to build a healthy habit by telling them that drinking Dabur Honey with warm water every morning will help them keep their weight in check. Through this campaign, the brand hopes that consumers will adhere to the idea of consuming Dabur Honey every day for a healthy living.

     

    Highlighting the creative concept behind the film, Shriram Iyer, NCD, Mullen Lintas said: “We believe, every individual should take advantage of the benefits of Dabur Honey by making it a part of their daily routine. Hence, the task set for the new campaign was to encourage women to have a spoon full of Dabur Honey in the morning as it can help them stay fit and feel young. The communication has been targeted at married women and is based on a strong observation that people, in general, believe that after marriage a woman tends to put on weight. As post marriage, the lifestyle of a woman changes and this may result in weight gain.”

     

  • Micro-targeting using data to benefit advertisers, broadcasters and OTT owners

    Axis My India partners with TAM India to launch new consumer insight platform

    By A Correspondent

     

    Axis My India is partnering with TAM India to launch a one-stop consumer insights research platform, with one million+ respondents covering 670+ districts of India over a 12-month period that will answer the most preferred consumer brand(s) and most used consumed brand(s) across 40 product categories. It will also enable data users to micro-target segments of consumers geographically for effective localised marketing plan implementation, thus deriving higher ROI.

     

    Speaking on the occasion, Pradeep Gupta, Founder of Axis My India, said: “We have leveraged our inherent and historic strength of successfully executing electoral research across length and breadth of the country for building this new service. The extent to which culture, opinion, perception changes every 100 miles in our country has made me promise to myself to create a two way communication platform for marketers soon. Gradually, we endeavour to reach out to all the 250 million homes in India. Our past success in capturing the true voice of citizens about their preference and perceptions on governance parameters gives us great confidence in extending this expertise to provide similar insights to the brand owners in this country.”

     

    Commenting on Axis My India’s partnership with TAM, Gupta added, “Partnership with TAM is a significant milestone for us. TAM’s contribution towards the growth of Indian advertising andbroadcast industry since 1998 is well known and a documented fact not only in India but also globally. This partnership with TAM gives us access to advertising details of thousands of brands across media in India. These very brands are keen on making their presence felt in the minds & hearts of a diverse Indian market place.”

     

    Commenting on TAM India’s partnership with Axis My India, LV Krishnan, CEO, said, “It is equally exciting for us as data from Axis My India survey of onemillion+ respondents will be a single window for brand owners for addressing their quest to enable micro level marketing. This is making it a first of its kind research platform not only in India but across the globe. This will positively create a new set of expectations from Advertisers, Broadcasters & OTT players. Our in-house teams, S-Group & TAM Edge will work with Axis My India & Client teams closely to provide data insights for driving implementation of their marketing strategies at a granular level.”

     

    In November 2017, Axis My India is planning to come out with Phase I of the survey where the most preferred brand will be announced across 40 categories through its initiative of Trust Index.

     

  • Campaign adopts unique approach reflecting DHFL’s commitment to housing for all initiative

    DHFL launches new ad campaign – ‘Aisa Desh Ho Mera’

    By A Correspondent

     

    DHFL has rolled out its new ad campaign ‘Aisa Desh Ho Mera’ with the purpose of empowering people to own their dream home in India. The campaign in association with DHFL’s Brand Ambassador, Bollywood Superstar, Shah Rukh Khan has been conceptualised by Hyper Collective and directed by Nitesh Tiwari.

     

    Commenting on the rationale behind the campaign, Harshil Mehta, Joint Managing Director and CEO, DHFL said, “We are delighted to roll out this campaign which focuses on building conviction amongst the LMI segment that home ownership can now become an achievable reality. DHFL’s campaign ‘Aisa Desh Ho Mera’ envisions the social upliftment that owning a home can bring to the whole nation, through fulfilling the Housing for All vision being driven by the Government. We have conceptualized the campaign with great details basis in-depth insights gathered from the brand over the years. This is indeed a unique opportunity for DHFL to reinforce its commitment to expanding financial inclusion across the country and reiterate our 33-year old vision of offering affordable housing finance to fulfil the dreams of millions of Indians.”

     

    Capturing the essence of the campaign, K V Sridhar, Founder & Chief Creative Officer Hyper Collective said, “The new ad campaign has been brilliantly written, acted and directed to reiterate DHFL’s vision of providing Affordable Housing Finance. The campaign echoes the national sentiment of the need for every Indian to have a roof over their head and living their life to the fullest. Shah Rukh Khan has beautifully brought alive the few simple, and treasured moments of the life of a common man with so much ease and emotion.”

     

  • Launches 360° campaign to stimulate the viewers’ passion for the hitting the road and the experiences that come with it

    Roadster rides upon new brand campaign

    By A Correspondent

     

    Roadster, one of the leading casual outdoorsy lifestyle brands in the country, launched a new brand campaign – The Road is Waiting. The integrated campaign reinforces the brand’s promise as a trusted highway companion for the young and restless. The commercial, created for TV and digital, is a rallying cry to explore the road and it’s multitude of experiences, drawing straight from the brand’s signature state of constant transit.

     

    Commenting on the new brand campaign, Gunjan Soni, Head, Jabong and CMO, Myntra, said,“Roadster has created a unique positioning in its own right and emerged a winner. This 360-degree campaign, while focusing on the brand story, also focuses on the brand’s product offerings. We want to be top of mind when a consumer is thinking of a great wardrobe fit for his or her journeys on the road.  This campaign is a tribute to those passionate explorers who have treaded paths less explored and is an inspiration to all those who aspire to experience it.”

     

    Added Manohar Kamath, Chief – Myntra Fashion Brands: “Roadster is one of the fastest growing apparel brands in the country today and its brand philosophy lies in waking the explorer within, helping people experience and realizing their passion for the road. The new campaign beckons the viewers hoping to entice them and make them enthusiastic to go on a journey themselves. We have strategically looked at ensuring the brand message and its product offering comes through effectively by using diverse set of mediums including TVC, OOH and Digital.”

     

  • Going forward, Disha shall be seen across ATL, BTL campaigns and also POSM

    Asus India announces Disha Patani as new brand ambassador

    By A Correspondent

     

    Asus, the Taiwanese digital major, announced DishaPatani as the new brand ambassador for laptops and smartphones.

     

    Commenting on the announcement, Arindam Saha, Head Marketing, ASUS India said, “We are so excited to have Disha as our new brand ambassador and welcome her into the ASUS family. Besides her incredible beauty, she stands for modernity, freshness, self-confidence, trendy, elegance and spontaneity. Everything that we convey through our wide product range. Besides, today we are catering to an audience that defines ambitious, forward-moving, non-stop pulse of India and Disha understands the pulse of this audience well. Her vibrant persona, pan-India appeal and her confident attitude makes her the perfect ambassador for our brand. We are confident that Disha’s popularity will further help complement and articulate the future direction of the brand ASUS.”

     

  • Showcases the widest choices and convenience while looking for property on Magicbricks

    Magicbricks launches musical ad campaign ‘Property Ka Supermarket’

    By A Correspondent

     

    Magicbricks has launched its first ever musical advertising campaign that re-affirms the brand’s position as ‘Property Ka Supermarket’ offering a wide choice of properties, products and services for the customer for each and every stage of the home buying journey.

     

    Through this ad campaign, Magicbricks aims to lift the mood of the consumers by showcasing wide choice of properties and tailor made services it has to offer at each and every stage of the home buying journey, notes a communique.

     

    Conceptualised by RK Swamy BBDO, the campaign features popular television actor Iqbal Khan and model Onima Kashyap as lead protagonists. The 360-degree campaign will run across print, outdoor, digital, social and radio. As the first musical commercial in the online real estate industry, the storyboard showcases the consumer as the king, and how Magicbricks offers a wide variety of choices and makes their home-buying experience hassle-free.

     

    Speaking about the launch, Prasun Kumar, Marketing Head, Magicbricks.com said: “The campaign is based on a strong insight that when it comes to looking for choices, Indian consumers just can’t have enough. And in a high ticket and involvement category like Real Estate, this comes to fore all the more. Hence, we conceptualised an idea of presenting Magicbricks as Property Ka Supermarket. When we talk about the home buying process, the choices and services offered by Magicbricks, it is unparalleled. The campaign has been conceptualised and filmed in a way that consumers can very easily relate to the protagonists as they will somewhere see their own story of home buying journey. Based on a very peppy music & lyrics, this is the first in the category and will help uplift buyer sentiments. With this ad campaign, our aim is to reaffirm the brand’s position as ‘Property Ka Supermarket’ offering widest ‘Choices.’ This is the first musical in its category with a dose of fun and humourwith a serious message for the home buying process.Home buying is one of the most important decision of an Indian, and we want to ensure that we at Magicbricks bring to them the best in terms of choice and convenience. With our bouquet of products and service offerings, we,aim at making the home buying journey of our consumers seamless and memorable and that’s what this new ad campaign is all about.”

     

    Added RK Swamy BBDO Creative Director Ankur Suman: ” To tell a brand’s offerings & functions in an entertaining, breezy and yet simple manner is always a challenge.  That’s why the idea of presenting Magicbricks as a supermarket worked brilliantly for us.  It wasn’t easy to make words like 3 BHK, construction or ready-move-lyrical and hummable, but the lyricist, Pankaj Bora, did a spectacular job.”

     

  • The campaign highlights the negative effects of the use of incorrect lighting on the performance of people whether in school, home or offices

    Ogilvy Delhi executes a new campaign for Philips LEDs

    By A Correspondent

     

    Ogilvy Delhi has launched a new campaign for Philips LEDs. Said Ajay Gahlaut, Deputy Chief Creative Officer, Ogilvy India: “While light helps us see things, more often than not, we fail to see how the glare from ordinary light can be harmful to the eyes. So the brief was to tell people how only the right light comes with low glare which is good for their eyes. And therefore their future.”

     

    Added Chandana Agarwal, Managing Partner, Ogilvy Delhi: “We started on the journey of differentiating our lights basis glare last year. It was a big step to link tiredness of eyes to inappropriate lighting. This year’s communication builds on this proposition further and brings it alive interestingly.”

  • Campaign conceived by Lowe Lintas promises to curb rising prices

    Flipkart back with campaign for Big Billion Days 2017

    By A Correspondent

     

    It’s time yet again for Flipkart’s The Big Billion Days (BBD) which will be a five-day shopping festival.

     

    Conceptualised and executed by Lowe Lintas Bangalore, the campaign is a series of eight films, set in eight relatable, humorous situations that will be visible on and offline.

     

    Highlighting the creative thought process Arun Iyer, Chairman and CCO, Lowe Lintas said: “At a time when rising prices are on everyone’s minds, I think it’s quite cool that Flipkart is making it possible for people to afford the things they’ve always wanted. That’s where the line “Ab mehengaai giregi” comes in. Our intention was to make BBD more than just a mere sale event. Which is why we tackled the cultural problem of ‘mehengaai’ as a whole. We had a blast shooting these different situations, especially with Abhinay, who brings his own magic to everything he does.”

     

    Added Shoumyan Biswas, CMO, Flipkart:“Over the years Flipkart Big Billion Days has grown from the largest shopping carnival in India to being synonymous to #1 festive sale in the country. All of India will see prices drop on things they desire the most and exclusive deals and products unlike anywhere else. Our campaign ‘Ab Mehengaai Giregi’ puts out the biggest offers that are not just worth the claim but also address the daily life woes of every Indian about ‘Mehengaai’. Nothing is ordinary about the Big Billion Days for us, and we are well prepared to reach out to our consumers with highly engaging communication and epic offers”.

     

  • The Womb has won this business after extensive conversations with the Honeywell marketing teams

    The Womb to partner Honeywell’s consumer play in India

    By A Correspondent

     

    The Womb, the agency set up early last year by former Ogilvy senior execs Navin Talreja and Kawal Shoor, has been appointed by Honeywell India as brand strategy and creative partner in building up its air purifier business in India.

     

    Sudhir Pillai

    Commenting on the agency’s appointment, Sudhir Pillai, General Manager – India, Homes at Honeywell, said, “At Honeywell, we value innovation, creativity, and an ability to engineer solutions that address the toughest challenges and unique needs of our customers. The Homes business of Honeywell aims to provide products and solutions that make the consumer’s life comfortable, convenient, at the same time ensuring their safety, health & well-being. The Womb’s approach to marketing and creative solutions is similarly innovative, and we value that greatly. ”

     

     

    Navin Talreja
    Kawal Shoor

    Said Talreja on the win:”We shared our point-of-view with the team at Honeywell; and our customer-centric approach, and the vibe our entire team shared with their counterparts at Honeywell eventually won us the business. With this play, Honeywell is about to demonstrate its strong intent to build its smart/connected homes business in India. And we are proud to partner them in this journey.” Added Shoor: “The Honeywell team absolutely floored us with the openness they showed in our conversations – whether they were about the state of the category in India, or the potential customers, or even the kind of ideas and initiatives that might work. And that makes us happy, as we are keen to work on creating new categories – which means creating new needs, new attitudes and behaviours, and new experiences.”

     

  • Set to a foot-tapping song sung by kids, the campaign showcases young fashionistas

    ‘Yours cutely’ campaign by fbb features the latest in fashion for little ones

    By A Correspondent

     

    Future Group fashion retail arm – Fbb -  has unveiled ‘yours cutely’, a campaign featuring kids flaunting the new festive collection of fbb. Created and conceptualised by DDB Mudra West the campaign features kids styled in different categories of outfits on many different occasions. The commercial is set to a lively song in which kids sing about their fashion.

     

    Speaking about the campaign and the new range Rajesh Seth, COO, fbb said: “Kids love to be dressed and at the same time take pride in what they wear, which is why they tend to show off to their friends or relatives with the expectation of getting some compliments. Yours cutely is a simple campaign dedicated to all little ones. The affordable and attractive range is sure to capture the attention of all kids & their parents alike.”

     

    Commenting on the creative of the campaign Ashish Phatak, Executive Creative Director at DDB Mudra West said: “Kids have a ton of infectious energy and innocence. We tapped into this to complement the fashion quotient so that the campaign is both – stylish and uniquely childlike. And of course, the music goes a long way in creating this mood too.”

     

  • Aims to promote the unique feature of allergy protect

    WATConsult & Godrej urge moms to #SuitUpToAllergy

    By A Correspondent

     

    WatConsult has launched a digital campaign titled #SuitUptoAllergy for Godrej.

     

    Speaking on the launch of the campaign, Rajiv Dingra, Founder and CEO, WatConsult said, “We have a long partnership with Godrej and I have enjoyed working on brilliant campaigns with them. For this campaign, we decided to opt for a humorous plot to simplify the message about kids’ health to moms. I believe that the campaign will resonate with the audience and bring great recognition to the brand”.

     

    Said Swati Rathi, Marketing Director, Godrej Appliances: “At Godrej, it is our constant endeavour to offer products that are built on consumer insights and hence the Godrej Eon Front Loading Washing Machine with Allergy Protect mode keeping in mind the growing allergic disorders in India. Instead of launching the machine in traditional media, we have chosen to launch it first on the digital medium, with a short but humorous video. It has been designed to engage and get attention particularly from parents, who are a key target audience for the product. We engaged with our longstanding partners, WatConsult on this video and are hopeful that it will resonate with the targeted audience.”

     

  • Media Moments is tasked with conceptualising the marketing strategy – both digital and traditional – to establish Voto Mobiles as a prominent mobile brand in India

    Media Moments wins marketing communication mandate of Voto Mobiles

    By A Correspondent

     

    Media Moments has won the marketing mandate for Voto Mobiles, a mobile phone manufacturer that launched last month.

     

    Said Sayantan Dey, Business Head – Overseas – Voto Mobiles on the association: “The mobile market in India is cluttered. We have the legacy of our association with Xunrui Communications – the Chinese giant in mobile phone manufacturing and we have a very robust sales network through our distribution partners Rashi Peripherals and Mobility Redington. However, to meet our growth targets it is crucial that the right brand building strategy is put in place. To achieve the right brand imagery it is imperative that right brand communication is planned to target the right audience: it needs to be the right mix of Creative, Advertising and Communication (both in traditional and digital space). We are delighted to partner with Media Moments as the team brings the right experience and capabilities in accomplishing our vision.”

     

    Speaking about the win, Sandeep Sreekumar, Managing Director – Media Moments said: “Today companies are looking at the integrated intelligent solution under one roof. Our expertise has been in consulting and creating new ideas in marketing communication and its intelligent amplification in hybrid media space. Media Moments is excited to partner with Voto Mobiles: a brand that has exponential growth potential. Voto Mobiles has aggressive sales plan across India – our strategy would be to build the relevant brand imagery depending on the geography and culture that will help Voto Mobiles to consolidate and strengthen its market position.”