MxMIndia

Category: PRODUCTS

  • With this launch, KRBL – one of India’s leading food companies, has set out to lead the charge in creating the superfood category with Quinoa

    PointNine Lintas campaign launches Quinoa

    By A Correspondent

     

    LinTeractive recently won the mandate from India Gate to launch its Quinoa brand. The agency unveiled an omni-channel campaign that deploys a combination of films, web/ mobile content, social media communities, on ground activations and also a digital website.

     

    With this launch, KRBL – one of India’s leading food companies, has set out to lead the charge in creating the superfood category with Quinoa.

     

    Said Ayush Gupta, Marketing Head KRBL Limited: “Indians as people have always loved their food. With changing times and growing health consciousness, we decided to introduce newer grains for newer lifestyles in India. This new India is fearless about trying new flavours, new foods and new cuisines. We want to feed this trend with interesting new grains like Quinoa that adds to a better life as well. However, we did not want to take a health stand on this because it would end up reducing Quinoa to an occasional food which people would try out maximum twice or thrice a month. We wanted Quinoa to be a part of an everyday mindset.”

     

    Added Deepak Agarwal, Executive Creative Director – PointNine Lintas: “Our approach to delivering the message of ‘Indulge, Guilt-Free’ was to keep it light-hearted and humorous .When the desire to eat ‘real food’ overtakes the desire to ‘get healthy’, most of the people are likely to indulge in their favourite comfort food and end up being guilty about their spur-of-the-moment choices. We chose to show people sumptuously eating burgers, kebabs & halwa while chastising themselves for all the ‘atonement’ they would have to do for entertaining this indulgence. The twist in the execution was that the very same people revealed the message that, indulgent dishes made from a nutritious India Gate Quinoa base as a part of the recipe meant that there was actually no reason to feel guilty at all.”

     

    Commenting on the campaign, Sumanta Ganguly, EVP – LinTeractive & National Director, Digital – PointNine Lintas, said“The campaign was going to be digital-first as a new premium food grain would naturally need to be investigated and experienced online. We mapped numerous user-journeys and created an omni-channel strategy to create interesting interventions at the most crucial touch-points – from discovering the quirky product film to drooling at quinoa delicacies on Instagram on to digging into why and how to consume Quinoa – all tied into a single brand idea of Indulgence without the baggage of Guilt. The insight was born out of the difficulty one experiences while letting go of the dishes that one has grown up eating, in favour of healthier ones.”

  • Film has been conceptualised by Creativeland Asia

    Godrej Protekt highlights #HandWashConfessions in latest campaign

    By A Correspondent

     

    Godrej Protekt, a range of hand hygiene products from Godrej Consumer Products Limited, launched a new digital film titled #HandwashConfessions conceptualised by Creativeland Asia.

     

    Talking about the initiative, Sunil Kataria, Business Head, India & SAARC, Godrej Consumer Products Ltd. said: “Nowadays kids have a mind of their own and getting them to do anything against their will is a real task. But you can definitely imbibe the spirit and importance of hand hygiene, hence this ‘Global Handwashing Day’ we took it upon ourselves to start a movement to motivate children to adapt a sanitation process that will ensure happy and clean hands. We have launched a fun digital film based on children confessions that will connect with the kids and at the same time encourage them to wash hands regularly.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “Kids don’t really like washing their hands. Unless someone comes along and gives them a perspective that convinces them to. With this campaign, Godrej Protekt renews its commitment to making handwashing a fun habit for kids.”

  • She will be seen in a new campaign along with Manyavar brand ambassador Virat Kohli

    Anushka Sharma to endorse apparel wear brand, Mohey

    By A Correspondent

     

    Mohey, from the house of Manyavar has signed on Anushka Sharma as their new brand ambassador. The actor will endorse Mohey- an ethnic celebration wear for women, comprising of lehengas, sarees, gowns and suits. She will be seen in a new campaign along with Manyavar brand ambassador Virat Kohli.

     

    Commenting on the occasion, Ravi Modi, Managing Director, Manyavar said:“Manyavar and Mohey have both seen a great response over the last one year. As we target doubling our Mohey store count from 50 to 100 in the coming year, we are proud to announce Anushka Sharma as Moheys brand ambassador. She is an iconic figure of the entertainment industry and popularly known amongst the youth for her individuality and being who she is, which perfectly blends with Moheys values of celebrating oneself.”

  • As part of the mandate, Isobar India will now handle the social and creative duties for the brand

    Isobar India bags the digital duties for VIP Bags

    By A Correspondent

     

    Sudip Ghose

    Isobar India has been appointed as the Digital Partner for VIP Bags. Said Sudip Ghose, Senior Vice President Sales, Marketing & Service: “We at VIP Bags have been the frontrunners in the luggage market and we strongly believe in enhancing this experience through constant innovation. Isobar has conceptualised great campaigns and they understand the brand’s vision and endeavour of building better customer engagement. Through our partnership we look forward to create distinctive digital content that will resonate with the brand’s principles.”

     

    Shekhar Mhaskar

    Commenting on the win, Shekhar Mhaskar, Vice President, Isobar said: “We are absolutely elated to partner with VIP Bags in India. We believe there is an immense propensity to create a fully-integrated, iconic brand; one that embodies the experience of joyous and hassle-free travel spanning across global boundaries.”

  • Launches a 360-degree campaign to spread awareness about the importance of planting tress

    Tropicana releases digital film applauding efforts of Jadav Payeng

    By A Correspondent

     

    Tropicana has started a special initiative to encourage gifting back to nature with its #GiftATree initiative. The brand partnered with the ‘Rally for Rivers’ initiative and Grow-Trees.com and has pledged to plant over 25,000 trees.

     

    As part of its efforts, the brand released a digital film titled ‘The Man Who Planted A Forest’.Talking about their efforts and the launch of the digital film, Vineet Sharma, Brand Manager – Tropicana, said, “Tropicana is closely linked to nature as all our products are made from the fruits of nature. Festivals are a time for gifting and giving, so what better way to thank nature for its fruits than to give back to nature. With Tropicana’s #GiftATree initiative, we are taking a small step to gift trees back to nature, and our festive packs will give consumers a chance to contribute to this cause.”

     

    Added Cyrus Oshidar, MD & CCO, 101India: “We are extremely happy to partner with Tropicana for this great initiative. Digital storytelling is a great way for brands to engage with the millennial. What better way to reinforce an idea than through a people story that the audience can relate to.”

     

    As part of its robust 360-degree campaign, the brand has also introduced a special gift pack, sales from which will contribute towards the initiative as well.

     

    Another interesting initiative by the brand turned the popular radio station Radio Mirchi 98.3 FM into 98.Tree to support the cause. The radio station drove awareness and engaged with consumers for the #GiftATree initiative.

  • He will be taking over the roles and responsibilities from Morden Chen, who will be moving on from Cheetah Mobile

    Johnny Li to handle overseas ad biz at Cheetah

    By A Correspondent

     

    Johnny Li, Vice President of Sales & Business Development at Cheetah Mobile, has been appointed to lead Cheetah Mobile’s India advertising business. He will be taking over the roles and responsibilities from Morden Chen, who will be moving on from Cheetah Mobile to pursue other interests.

     

    “India’s mobile advertising market is booming. We are confident that our unique and comprehensive mobile marketing solutions coupled with our AI technology can help advertisers reach their target audience effectively,” said Johnny Li, Vice President at Cheetah Mobile.

     

    Prior to Cheetah Mobile, Johnny Li held the positions of Senior Manager and then Director of International Business Development at NQ Mobile Inc.

  • First DTH service provider to offer an interactive advertising solution

    Videocon d2h ties up with Skoda for a new microsite on DTH platform

    By A Correspondent

     

    Videocon d2h has announced its partnership with Skoda to offer its subscribers a chance to have a detailed view of the newly launched Skoda Monte Carlo and Kodiaq through its HD Set Top Box (STB).

     

    On this collaboration, Saurabh Dhoot, Executive Chairman, Videocon d2h said: “Our platform provides excellent advertising opportunities to marketers and advertisers. I am delighted that we have partnered with Skoda to provide an innovative and engaging advertising solution.”

     

    Added Anil Khera, CEO, Videocon d2h: “We at Videocon d2h constantly focus on providing unique and innovative solutions to our advertisers. This newly launched interactive advertising service shows our capability to innovate using technology and deliver returns. We look forward to provide more of such innovative advertising solutions on our platform to other advertisers.’’

     

    Said Tarun Jha, HOD Marketing Skoda: “Škoda tries to bring new technology experiences continuously. This is another attempt to bring the car to the customer at his own convenience and comfort.”

     

    Added Dipesh Dadhich, General Manager Planning, PHD: “This work is another example of PHD’s mission to find a better way for our clients, delivering outstanding results and industry-leading innovation in the process.”

  • The campaign aims to touch the hearts of millennials and encourages them to buy jewellery online

    Lowe Lintas executes Caratlane’s new campaign – #GetDiwaliReady

    By A Correspondent

     

    Lowe Lintas created a campaign titled #GetDiwaliReady for CaratLande urging millennials to buy jewellery online.

     

    Said Anaheeta Goenka, President Lowe Lintas: “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connect with the brand. The current generation values the relationships made away from the family – be it a place where they stay or a place where they work. And thus was born the campaign idea of new “families”.

     

    Speaking about the campaign, Mithun Sacheti, Founder & CEO, CaratLane said:“Our campaign celebrates the precious relationship that we build outside our family, in our newly set up social ecosystems, who become our extended family.  And what other way than celebrating this precious relationship than by sharing something precious. Our jewellery is for women who enjoy that little sparkle everyday.”

  • Gagan is a popular brand in north Indian markets like Chandigarh, Jalandhar, Himachal Pradesh etc

    Leo Burnett creates films for Gagan

    By A Correspondent

     

    Leo Burnett created three “fun films” for Gagan, an edible oil brand that is a part of Bunge India (better known for Dalda). Gagan is a popular brand in north Indian markets like Chandigarh, Jalandhar, Himachal Pradesh etc.

     

    “Diwali is just around the corner and the Supreme Court has banned crackers. This gave us an ideal opportunity to create a real-time response advertising campaign for Gagan refined oil. The concept was simple, viral videos for Whatsapp that leverage the brand. We took traditional firecracker packaging and made videos of it based on foods. We gave people the message that they can celebrate Diwali with food crackers,” notes a communique, adding: “Each film is a character on a firecracker pack talking but instead of talking about fireworks they talk about food crackers, made in Gagan refined oil. The humour in the videos make them share worthy. The videos are shot on a special format for mobile phones and other handheld devices, keeping them light and easy to share.”

  • According to sources the account is worth Rs 100 crore

    Madison Media bags Xiaomi mandate

    By A Correspondent

     

    Madison Media has bagged the Media AOR of smartphone major Xiaomi. According to sources the account is worth Rs 100 crore.

     

    Although there is no official confirmation on the development from either Madison or Xiaomi, it is learnt the Chinese smartphone major has signed on the dotted line.

     

    Chinese mobile manufacturers have been dominating the cellphone market in India and have also been significant spenders in the Indian media. While Oppo and Vivo have been very visible, Xiaomi is said to have made more tactical spends as it inches ahead to be the numero uno player. Samsung leads the sales rankings of smartphones in India, followed by Xiaomi and Vivo.

  • The account was won following a multi-agency pitch

    Gozoop wins digital mandate for The Bandra Project by Pizza Express

     

     

    Communications agency Gozoop has won the mandate for The Bandra Project by Pizza Express in Mumbai. This partnership will see the agency involved in digital media strategy, planning along with content creation and influencer marketing across all social media platforms. The account was won following a multi-agency pitch..

     

    On winning the mandate, Ahmed Aftab Naqvi, CEO & Co-Founder says, “The Pizza Express team in India has always pushed for innovation and am delighted that we have the partners that appreciate our game-changing ideas. We look forward to leveraging our rich experience in F&B industry of connecting with digital first audiences  to help build the ‘The Project’ brand in India.”

     

    Added Deepinder Batth, COO, Gourmet Investments:“We’re excited to have Gozoop on board as our digital partners.  We are impressed with Gozoop’s understanding of the market we operate in and their ability to include all the various aspects of digital effectively under one roof. Needless to say the ideas, enthusiasm and creativity on display for “The Bandra Project” were excellent and we expect to create some great campaigns for “The Project “together in the coming days.

  • The new identity celebrates the evolution of the brand while reflecting its vision for the future

    TicketNew unveils new brand identity

     

     

    TicketNew, a movie ticketing brand, has undergone an identity change since its inception 10 years ago. The new identity celebrates the evolution of the brand while reflecting its vision for the future. Happy mcgarrybown has partnered the brand refresh.

     

    Talking about the rebranding, RamKumar Nammalwar,the founder and CEO of TicketNew, said: “Ever since inception, we have had all-round growth year on year. We have gone from being website-only to having a mobile website and app. Our mobile transactions have gone up by over 90%. By adding popular multiplex chains and even more single-screens, we have consolidated our position in the southern market. As we embark on a journey to expand our reach to the rest of the country, the time seemed right to give our identity a revamp and our spirit a reboot. And as we set out on our mission to make people enjoy cinema the way it was intended to – in the cinema hall – we needed a new look and voice that reflects our renewed purpose.”

     

    Said Kartik Iyer, CEO, Happy mcgarrybowen: “Ticketnew gives us the opportunity to be a part of the magical world of movies. The service they provide allows us to enjoy movies the way they are meant to be enjoyed. At a time when the world is moving towards smaller screens and mobile phones, TicketNew is one of the few brands committed to making people come closer to the big screen experience. We love their vision and enjoy working with the team. There is much to be done. This is only the first step towards many wonderful things to come. As they say in the theatres, “The show has just begun.”