MxMIndia

Category: PRODUCTS

  • It was important for the campaign to be strongly rooted in the product and its consumption, notes a communique

    Britannia Little Hearts reinvents itself for today’s consumers

    By A Correspondent

     

    Britannia has decided to reinvent popular brand Little Hearts to become “more relevant to today’s generation of consumers” with a new advertising campaign.

     

    Speaking about the campaign, Ali Harris Shere, Vice-President Marketing, Britannia Industries Ltd., said:“The shape of the biscuit is a unique asset to the brand and we decided to leverage it. When we were looking for ways of doing that, we realised that heartbreaks are a big part of tweens’ lives. We therefore decided to take an edgy view of heartbreaks, by urging consumers to “Break Some Hearts”– both figuratively and literally, with Little Hearts biscuits. The other interesting thing about our journey was our realization that we could not talk to today’s tweens through traditional media vehicles. So we decided to be present on platforms most frequented by today’s tweens and make Little Hearts a digital-only brand. This approach has yielded us fabulous results so far with the film garnering record number of views and exceeding all previously set benchmarks on engagement generated.”

     

     

  • Campaign launched on the back of the recent consumer friendly packaging launch

    Leonardo Olive Oil dispels myths around the category in latest campaign

    By A Correspondent

     

    Leading olive oil brand maker Leonardo has unveiled its new campaign ‘Indian foods have hots for olive oil’ which creates awareness among consumers regarding the usage of olive oil in their daily Indian cooking.

     

    Commenting on this Neelima Burra, Chief Marketing Officer and Business Head – Health & Wellness, Cargill Foods India said: “Leonardo Olive Oil has done a deep dive with the consumers to gain an understanding of the key triggers, motivators and barriers of usage. With the launch of new packaging, Leonardo Olive Oil has user-friendly names for each of its variants to propagate right decision making. This step is expected to increase the consumption of olive oil in Indian cooking.”

     

    Added Naveen Gaur, Chief Operating Officer – Lowe Lintas: “Leonardo’s brand journey in India has always been centered around creating awareness about the versatile usage of Olive oil in Indian kitchens. Our present campaign is an extension along this path where we break the myth that olive oil cannot be used for Indian cooking. Using the variant best suited for different types of cooking needs like frying, day to day cooking and dressing, it is possible to reap the numerous health benefits of this versatile oil. The campaign is vibrant and at the same time educative of the usages of the variants helping consumers to understand the product and its benefits.”

     

     

  • The festive town, Deo, is thronged by more than 10 lakh devotees annually who observe a fast and camp at the kund overnight

    Tata Salt activation on Chhath Puja

    By A Correspondent

     

    Tata Salt kicked off its ‘Har Pal Ujjawal’ campaign in Deo in Bihar to celebrate Chhath Puja with the devotees. Chhath Puja, the biggest festival in Bihar, takes place annually, and is devoted to the worship of Sun- the God of light and energy.

     

    Speaking on the innovation, Sagar Boke, Head –Marketing, Consumer Products Business, Tata Chemicals stated: “Chhath Puja is a renowned thanksgiving festival devoted to the Sun God where thousands of devotees camp at riverbanks without basic necessities like light and electricity. We wanted to offer a tangible solution for this issue to make worship hassle-free. Through installing solar panels for the devotees, we not only sparked a smile amongst the worshipers but also addressed the long-term issue of insufficient light around the area. With this initiative, we hope to make our consumers’ har pal ujjawal.”

     

     

  • The contest is currently running on IDBI Federal Life Insurance’s social media channels

    IDBI Federal launches second leg of its #BabyGotPlans campaign

    By A Correspondent

     

    After reminding parents of babies having their own, individual plans for themselves with the successful launch of its #BabyGotPlans video on September 28, IDBI Federal Life Insurance has launched the campaign’s second leg with a contest.

     

    The contest is conceptualised and being executed by IDBI Federal Life Insurance’s digital partner, Social Kinnect. It kickstarts with photos of babies along with cute and funny captions, urging the parents to participate in this contest. To participate in this contest, parents have to share their kid’s photos along with captions, on the Baby Got Plans microsite. As the contest giveaway, select lucky winners will get a chance to feature in the next #BabyGotPlans digital video.

     

    The contest is currently running on IDBI Federal Life Insurance’s social media channels.

     

     

  • Will inspire and navigate customers to make the best of a promising tomorrow

    Vodafone announces new brand positioning

    By A Correspondent

     

    Vodafone announced a significant evolution of its brand positioning and visual identity in India. It now focuses on the theme of optimism about the future and uses the new tagline: “The Future is exciting. Ready?”

     

    It is a significant metamorphosis for Vodafone since the ‘Power to you’ tagline was introduced in 2009, notes a communique, adding: “This new positioning, part of Vodafone’s global rebranding exercise across 36 countries, is designed to underline Vodafone’s belief in new technologies and digital services playing a positive role in transforming society and enhancing individual quality of life in the years ahead.”

     

    Launching the new brand identity, Sunil Sood, Managing Director and Chief Executive Officer, Vodafone India, said:“India is entering a new exciting era – an era of Digital, Convergence, Big Data, IoT, Cloud, Augmented Realities, Robotics and Artificial Intelligence.The real and virtual worlds are converging at an unprecedented pace to create a bold new Future”Our new brand positioning emphasizes Vodafone’s mission and purpose to help customers and communities adapt, navigate and prosper from the remarkable new trends reshaping the world.At Vodafone, we are excited about the possibilities ahead and are ready to enable our customers to conquer this new world.”

     

     

  • The TVC aims to bring an emotional connect with the new age thinking

    Truvison strengthens emotional connect in new campaign

    By A Correspondent

     

    Truvison has announced the launch of its digital campaign ‘NayeRishtey’.

     

    Sharing his thoughts behind the new campaign, Saurabh Kabra, Director – Business Operations India, Truvison said:“As a brand we aim to connect to the consumers, at all levels. Our products support the functional aspect while the brand intends to build an emotional connect with the consumers that too at every age group. This new TVC captures the minds of Young India and their thoughts”

     

     

  • The oil brand from Bunge India has launched its two television commercials with the new positioning of ‘NayeZamane ka Naya Dalda ‘

    Dalda back with ‘Naye Zamane ka Naya Dalda’ proposition

    By A Correspondent

     

    Dalda, the oil brand from Bunge India, has launched two television commercials with the new positioning of ‘Naye zamane ka Naya Dalda’. The new commercials are conceived by Leo Burnett, with a message ‘India ke kitchens badal rahe hain aur unke saath badal gaya hai India ka Dalda’.

     

    Said Samir Jain, Managing Director, Bunge: “Dalda is a unique brand and one of the few heritage brands which have seen the country change over the years. It becomes imperative for the brand to be a part of this changing consumer journey. The films resonate this thought of ‘Aap badal rahein hein, isliye badal raha hain apka Dalda’ to showcase the evolution of kitchens as not just a cooking place but a destination of changing value systems.”

     

    Speaking about the new Dalda campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “When we think about the India we once grew up in, we realise that it is almost unrecognizable from what it is today. Our society, our norms, the way we look at our value system, everything has changed so much. And yet, we stay rooted. I believe Dalda is a brand that has beautifully tapped into this transformation; it still manages to hold on to its core values, but reflects everything we stand for. The new campaign is a reflection of this dichotomy, and hence is a Humankind idea. It reflects the way we have changed as a people, and yet makes one think how far we have evolved in our thinking.”

     

  • Simultaneously, the campaign with its 360-degree marketing approach will also be promoted across print and radio. This will be a digital first and post that will go on TV

    Varun-Alia advocate measures to keep city clean via Adar Poonawalla Clean City

    By A Correspondent

     

    We have reported how Adar Poonawalla Clean City Initiative has engaged KaranJohar’s Dharma 2.0 for its advertising activity. The Mumbai-based studio has now created two TVCs highlighting the importance of keeping ones city clean through the simple task of disposing garbage in the bin. Alia Bhatt and Varun Dhawan star in these two commercials.

     

    The 360-degree campaign will also be promoted across print and radio. This will be a digital first and post that will go on TV.

     

     

  • The new logo imbibes the cultural values of intensity and inclusiveness which have helped it to develop market and consumer solutions

    Happiness of its patrons is what matters for Pepperfry.com as it unveils new identity

    By A Correspondent

     

    Pepperfry.com has unveiled a new visual identity designed by its creative agency L & K Saatchi & Saatchi. Pepperfry will promote the new brand identity to reach millions of current and potential Pepperfry consumers through a multi-pronged social and digital strategy.

     

    Speaking about the new identity, Kashyap Vadapalli, CMO, Pepperfry, said:“We believe the time is right to infuse freshness into our brand and make our identity reflect our values and ethos. Today, we are the most recognised furniture brand in the country, this has been achieved through a relentless focus on delivering happiness to our consumers. We are confident that this promise will be further strengthened through our brand identity change. It is a representation of who we have become today and how we are well on our path to further dominate the furniture and home segment.”

  • The brand comes back to the mass media after more than two years

    BankBazaar urges viewers to go #paperless

    By A Correspondent

     

    BankBazaar has announced its return to the television space after 30 months with a new ad as it looks to attract more users in a rapidly growing financial services market in the country.

     

    The ad highlights the travails of paperwork and presents BankBazaar as the paperless alternative for accessing personal finance products. Speaking on the decision to leverage television, Adhil Shetty, CEO, said: “BankBazaar has always believed in charting its own course. At a time when everyone was looking to TV to build a brand, we went the other way and chose to go digital to connect with our audience in their own space. Today, we have proved our point by growing by almost 7X in the last two years from 3M visitors to 21M visitors a month—with more than 15% of them opting for the paperless route in the last one year. At this point, our business is not only stable with positive unit economics, it is also on a path of aggressive growth. So we are looking at TV to take our message of paperless financial products to an even wider audience, so that they could also experience the world class paperless platform and leverage its benefits.”

     

     

  • The film on business loans conveys the idea that Bandhan Bank doesn’t just provide a loan, it also invests in the customer’s dream and helps it come to life

    Ogilvy Kolkata unveils new campaign for Bandhan Bank

    By A Correspondent​

     

    Ogilvy Kolkata has created two films for Bandhan Bank’s home and business loans. Through the two TVCs, Bandhan Bank intends to encourage consumers to follow their dreams and take a step towards improving their lives.

     

    Said Chandra Shekhar Ghosh, MD and CEO of Bandhan Bank: “There are many people who have their own inhibitions when it comes to approaching a bank for a loan. They feel that their financial background makes them ineligible. At Bandhan, we believe in people’s potential, we see what they can achieve tomorrow.”

     

    Added Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata: “We set out to tell real stories – narratives that resonate with the people we wanted to talk to, things that they feel and experience. It was important for the viewers to relate to the characters and their performance. We wanted to assuage the fears that prospective borrowers may have, and push them closer to their dreams. And, eventually, inspire them to take the next big step in their lives.”

  • To be run on YouTube, the three videos highlight features like flat-tyre assistance, free towing facilities and emergency fuel assistance

    Reliance General Insurance gets canines to offer free roadside assistance

    By A Correspondent​

     

    In a refreshing shift for the genre, Ogilvy Mumbai has created a series of digital ads featuring only dogs, for Reliance General Insurance. To be run on YouTube, the three videos delightfully highlight features like flat-tyre assistance, free towing facilities and emergency fuel assistance.

     

    Sharing the thinking behind the campaign, Burzin Mehta, Group Creative Director, Ogilvy Mumbai said: “Breaking the clutter in a rather uni-dimensional category like insurance has never been easy. More so, when you’re targeting young digital natives. The thought of a having an all-canine cast was inspired by the amazing popularity of cute animal videos on the internet. And for the first time we picked the cast before we penned the scripts. Gauging by the response, that may not be such a bad idea.”