MxMIndia

Category: PRODUCTS

  • The creative duty was awarded to Dentsu based on its current creative partnership with Panasonic

    Dentsu assigned creative duties of Panasonic Fans

    By a correspondent

     

    Dentsu Communications has bagged the creative duties of Panasonic Fans. The creative duty was awarded to Dentsu based on its current creative partnership with Panasonic.

     

    Rohit Ohri
    Simi Sabhaney

    “We’re delighted with this new assignment. This further strengthens the relationship between Dentsu Communications and Panasonic and is a testimony to the great work done by Dentsu for Panasonic in India and the region,” said Rohit Ohri, Executive Chairman, Dentsu India Group and CEO, Dentsu APAC (South).

     

    After bagging the creative duties from the consumer electronics major, Simi Sabhaney, CEO, Dentsu Communications said, “We were assigned the task of developing the launch communication for Panasonic ventilation fans in India. Winning the creative mandate for Anchor Electricals is a very prestigious event for DCPL Mumbai. Panasonic is a global leader in fans business and would be one of the leading international entrants in the ‘Ventilation Fans’ category.”

     

    Takaki Oguri, Joint Managing Director Sales and Marketing, Anchor Electricals Pvt. Ltd. said, “Panasonic’s global expertise in the ventilation field will aid Anchor to unveil a host of innovative products, redefining the paradigms of indoor air quality focussed ventilation solutions. Presently we intend to launch some of Panasonic’s trendsetter products; later on we will actively focus on expanding the entire range. This will be a robust value addition to Anchor’s existing Ceiling Fans Portfolio.”

     

    Ashok Gangar, Vice President Sales and Marketing, Anchor Electricals Pvt. Ltd. said, “We used Dentsu’s expertise while commissioning the first “Panasonic LED Lighting Experience Centre” in Mumbai, last year. We are hoping to establish a niche trade channel for marketing these high-end indoor air quality focussed ventilation products with this affiliation.”

     

    “Exhaust fans are a low involvement category and the choice of the brand is mostly left to the contractors and interior designers, our attempt was to imbibe the concept of ‘ventilation’ versus ‘exhaust’ in the end-consumer minds. This struck an accord with the Anchor-Panasonic team as it was looking for an approach that was distinctive enough for Panasonic ventilation fans to establish themselves in the said category,” added Sabhaney.

     

    “We are happy to award the creative duties to Dentsu Communications as our promotion partners for Panasonic Ventilation Fans and hope to establish ourselves as a premium brand in the said category soon,” said Mr. Toshiki Itagaki, Director Fan Business, Anchor Electricals Pvt. Ltd. on awarding the creative duties to Dentsu Communications.

     

  • This is a rare instance where an Indian digital outfit has been signed on by a global entity for a project targeted at an international audience

    Nivea Soft assigns digital ideation mandate to TenTenTen

    By a correspondent

     

    TenTenTen Digital Products, the Bangalore based digital marketing enterprise announced that Beiersdorf AG, the Hamburg-based company and makers of brand Nivea have hired them to come up with ideas for a digital property for the skin cream brand -‘Nivea Soft’. This is a rare instance where an Indian digital outfit has been signed on by a global entity for a project targeted at an international audience.

     

    Speaking about the project, Ramesh Srivats, co-founder, TenTenTen said, “I have been in this industry for over 20 years now and still haven’t come across too many instances of Indian agencies being hired for international projects by global brands. Also, while a lot is said about ‘monetizing ideation’, this is a rare instance of an agency being compensated just for ideation. We are excited about the project and consider it a recognition of our ability to ideate and create large digital properties that help brands connect with their customers through ‘actions’ instead of ‘talk’.”

     

    As part of the project, TenTenTen will present ideas for a sustainable digital platform for Nivea Soft. The objective is to forge a deep brand and product level connect with its young audience who spend a large part of their day online. After which TenTenTen will implement the shortlisted idea and manage the digital property. TenTenTen will be compensated for implementation & management separately depending on the scale of the shortlisted idea.

     

    The global marketing team of Nivea zeroed in on TenTenTen based on the work that TenTenTen had done for them previously in India. Ramesh Srivats and the team had created and executed very successful digital properties for Nivea India; with the Armprints Facebook campaign being the highlight. The campaign was a huge hit with over a million views and about half a million branded temporary tattoos shipped to nearly one lakh users.  was inspired to build on this success by taking the armprints campaign to TV with a TVC starring Anushka Sharma.

     

  • The ad is a reflection of the Company's belief that every Indian should have a home of his own

    DHFL unveils ‘Aao India GharBanayein’ campaign

    DHFL has unveiled its new marketing campaign with the theme – ‘Aao India GharBanayein’. This campaign is a celebration of DHFL’s 30th anniversary year, and reflects on the company’s vision of ensuring that every Indian owns his / her home. Beyond a campaign, DHFL envisages this as a movement, bringing in the true essence of financial inclusion for a growing India.

     

    Rakesh Makkar, President and CDO, DHFL, said, “DHFL’s ‘Aao India GharBanayein’ campaign is a reflection of the Company’s vision as established by our Founder Chairman, Late Shri Rajesh Kumar Wadhawan in 1984. This has now translated into a movement over the past three decades, with millions of Indians already benefitting from the DHFL vision – their home has accorded them a sense of security and confidence, not just to self but to their families.

     

    The DHFL Aao India GharBanayein campaign will be a multi-phase multimedia campaign to be spread throughout the year – starting with TV, print, radio and outdoor, to be followed with activations and enhanced digital presence.”

     

    Without missing out on the IPL fever, where DHFL is an associate sponsor of the Mumbai Indians franchise, DHFL will launch the ‘Mumbai Indians’ electronic campaign, where renowned cricket players will help drive home the Aao India GharBanayein message even further, encouraging Indians to buy their own homes, DHFL as their partner.

     

    Commenting on the concept, Bhargava Krishna (Bugs), Creative Director, Bugs Eye View said, “The DHFL Aao India GharBanayein campaign is envisaged to communicate DHFL’s core belief and the dream of every human being – of owning a home. We have tried to marry this aspiration with the themes of IPL and Elections given their timeliness. The campaign in coming period will take festive seasonal avatars on the same theme.”

     

    The advertisements will be aired across key markets including Mumbai, Delhi NCR, Chennai, Kolkata, Bengaluru, Hyderabad, Pune, Nagpur, Baroda, Surat, Rajkot, Jaipur, Chandigarh, Bhopal, Raipur, Bilaspur, Kochi etc.

     

  • Zoya, which has so far taken the print and outdoor campaign route, has for the first time released a TVC on air

    Zoya unveils first TVC; plans to add more stores across country

    By A Correspondent

     

    Zoya, the diamond brand from the house of Tata, is both a product and a retail brand and is targeted at the discerning, design seeking woman who is international in her aspiration. As part of its expansion plans, Titan has unveiled a third store in Mumbai, renting a 5000 square foot premium property in the posh shopping district of Linking Road, that is home to many jewellery brands.

     

    Zoya which also has so far taken the print and outdoor campaign route, has for the first time released a TVC on air which showcases the brand and highlights brand messages of exquisite design and craftsmanship along with the values of trust that are integral to a Tata product.

     

    Zoya deals in exquisite styled ranges, primarily in diamonds, apart from the traditional and fusion polki & kundan jewelry besides providing an unmatchable buying experience. The store showcases luxury in its most undiluted form. Zoya is also a corporate luxury brand in the jewelry segment that launches a seasonal collection each quarter. The latest collection is Fire and will be introduced on May 21, which pays tribute to nature’s most brilliant element with a magnificent array of jewellery, embellished with radiant sapphires, radiant gold and exquisite diamonds.

     

  • The company is using it as a launch vehicle for the brand's new positioning – 'Designed To Delight'

    Whirlpool unveils new campaign for frost-free refrigerator

    By a correspondent

     

    Whirlpool has launched a new campaign for its new Protton World Series Frost Free refrigerator. The new refrigerator is unique with a three-door format and has the revolutionary sixth SENSE® ActiveFresh technology in the ‘Active Fresh Zone’ to keep fruits and veggies fresh. The company is using it as a launch vehicle for the brand’s new positioning – ‘Designed To Delight’. The product is positioned to deliver freshness but this has been covered before by multiple players from every conceivable angle. The challenge was to come up with a completely new way of looking at freshness.

     

    The creative idea that FCB Ulka came up with was to celebrate a whole new way of enjoying freshness. While most commercials simply talk about freshness, the agency created a whole new level of freshness through sound. The commercial is a celebration of all things fresh with the refrigerator at the centre of it all.

     

    Mr. Sridhar Iyer, Sr. Vice President, FCB Ulka, said, “The Protton TVC from Whirlpool clearly establishes a new way of evaluating freshness within the category, the concept of sound of freshness stemmed from consumer observations as they go through the process of buying fresh grocery day in and day out.”

     

    Mr. Sanjay Sharma, Group Creative Director, FCB Ulka, expressed, “Freshness has several manifestations and most of them have already been explored. The sound of freshness, sounds fresh. We might not realize it, but seek this sound of freshness every now and then in the vegetables and fruits we buy. Hence, a fertile territory never explored in the refrigerator category, but extremely relevant.”

     

    Said Vipul Sabharwal, VP Sales and Marketing, Whirlpool of India Limited, “The Frost Free refrigerator category is an important category for Whirlpool, in which it has multiple products. We chose Protton World Series refrigerator to be the flag bearer in the TV medium because it truly embodies our new positioning ‘Designed to Delight’. It’s 3-door format is exquisitely crafted, the 6th SENSE® ActiveFresh Technology with Moisture Retention and MicroBlock ensure unparalleled bacteria-free freshness, and there is a captivating range of finishes to choose from. FCB Ulka has taken each of these elements and created an advertisement that is persuasive and entrancing. We are excited by the trade and consumer response and are confident that our ambitious share objectives will be met.”

     

  • The new film named 'Sands of Time' builds on the key consumer motivation that "Hair once doesn't come back. I desperately want to hold onto all the hair that is left on my head"

    DDB Mudra urges men to teat hair loss via Livon Hair Gain

    By A Correspondent

     

    DDB Mudra has unveiled a new campaign for hair brand Livon Hair Gain. The campaign endeavors to shake the hair loss sufferer from his inaction to start taking care of his hair loss problem.

     

    Hair loss affects a man not just as an ailment, but at an emotional level too. The market is replete with solutions ranging from quacks to extreme drastic measures such as clinical treatments and transplants. Livon Hair Gain is a scientific solution that has been internationally researched and clinically tested. It works to arrest hair loss in 90 days.

     

    The new film named ‘Sands of Time’ builds on the key consumer motivation that “Hair once doesn’t come back. I desperately want to hold onto all the hair that is left on my head”. It uses the metaphor of sand slipping through the fingers to accentuate the helplessness this consumer faces with regard to his hair loss problem.

     

    The film uses Rahul Bose as a celebrity who is encouraging consumers to learn from his mistake and take action about their falling hair before it’s too late. His urging to act in time and prevent hair loss is likely to make a consumer take note and act on their problem in time.

     

    Sambit Mohanty

    The campaign has been visualized by the team at DDB-Mudra. According to Sambit Mohanty, Creative Head (North) at DDB Mudra, “Falling hair is irretrievable; once you lose a strand, it’s gone forever. And that sparked off the idea of using sand slipping through fingers to make the point that Livon Hair Gain is proven to stop hair loss. Rahul Bose is known for espousing genuine causes… and he was the perfect celebrity to make the point about using Livon Hair Gain before it is too late.”

     

     

    Radhika Das

    Said Radhika Das, Senior Vice President, DDB Mudra Group, Delhi, “With Rahul Bose as the brand endorser, our attempt with this communication is to send out a simple yet compelling message that stems from a deep consumer insight. We hope it makes as many people sit up and take timely action than be in denial and suffer.”

     

  • Soho Square is the agency on board the H&R Johnson account and they were given the mandate to launch bathrooms in the consumer space

    Katrina endorses campaign for new HR Johnson vertical

    By A Correspondent

     

    HR Johnson has released a new campaign for its bathroom vertical that features brand ambassador Katrina Kaif. The television commercial went on air last week.

     

    Mr. Sushil Matey, Chief Operating Officer, H&R Johnson said, “H&R Johnson has been largely known as a tiles company, given our rich heritage and leadership in the same. However, over the years, we have diversified into bathroom fittings, kitchens and engineered marble & quartz. The communication objective was to tell the consumer of the stunning options we have beyond tiles – and we have made a start with bathrooms. To enhance salience, we had signed on Katrina Kaif to endorse the Johnson brand; the first set of communication on tiles was executed last year. This is the second TVC that we have done with her.”

     

    Anuraag Khandelwal
    Satish Desa

    Soho Square is the agency on board the H&R Johnson account and they were given the mandate to launch bathrooms in the consumer space. “The agency endeavoured to go beyond mere ‘looks’ and we wanted to come from a relevant consumer space. The entire insight that ‘bath time’ provides that much needed personal space to clear the mind and let it freewheel, gave us this thought of ‘Find Clarity”, explained Anuraag Khandelwal and Satish Desa, Executive Creative Directors and Creative Heads. “Clarity that refreshes and inspires one to think ahead. We also shot the film in black & white to enhance its visual appeal.”

     

  • Google has overtaken Apple to become the world's most valuable global brand in the 2014 BrandZTM Top 100 Most Valuable Global Brand ranking

    Google tops BrandZ TM Top 100 Most Valuable Global Brand ranking

    By A Correspondent

     

    Google has overtaken Apple to become the world’s most valuable global brand in the 2014 BrandZ TM Top 100 Most Valuable Global Brand ranking, worth $159 billion, an increase of 40 percent year on year.

     

    After three years at the top, Apple slipped to No 2 on the back of a20per cent decline in brand value, to $148 billion. Whilst Apple remains atop performing brand, there is a growing perception that it is nolonger redefining technology for consumers, reflected by a lack ofdramatic new product launches. The world’s leading B2B brand, IBM,held onto its No 3 position with a brand value of $108 billion.

     

    Nick Cooper, Managing Director of Millward Brown Optimor, commented on the number one brand, “Google has been hugely innovative in the last year with Google Glass, investments in artificial intelligence and amultitude of partnerships that see its Android operating system becoming embedded in other goods such as cars. All of this activitysends a very strong signal to consumers about what Google is about andit has coincided with a slowdown at Apple.”

     

    “This year’s index highlights the end of the recession, with a strong recovery in valuations and, for the first time, real growth acrosse very category and the Top 100 as a whole,” said David Roth, CEO of The Store, WPP. “What’s remarkable is the way that strong brands haveled the recovery. Seventy-one of the brands listed in our 2014 Top 100were there in 2008. Despite the financial turmoil and the digital disruption that have decimated many businesses during the last few years, these brands have remained in the ranking, proving the durability of strong brands.”

     

    The BrandZ Top 100 Most Valuable Global Brands study, commissioned byWPP and conducted by Millward Brown Optimor, is now in its ninth year.It is the only ranking that uses the views of potential and current buyers of a brand, alongside financial data, to calculate brandvalue. The ranking comes in advance of the maiden launch of BrandZ India Top 50 Most Valuable Brands, scheduled in August 2014.

     

    Prasun Basu, Managing Director Millward Brown South Asia, said, “The BrandZ ™ Top 100 ranking highlights the value of brand building increating a tangible impact on businesses and consumers. As a result,the ranking has become a benchmark for those organisations thatleverage their brands to add value to their businesses.”

     

    The combined value of the Global Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are worth $2.9trillion, an increase of 49per cent compared with the 2008 valuation, whichmarked the start of the banking and currency crisis.

     

    The BrandZ Top 10 Most Valuable Global Brands 2014 Rank 2014 includes Google at the No 1 spot, Apple at the second spot, IBM at 3, Microsoft at 4, McDonald’s at No 5, Coca-Cola at No. 6, Visa at 7, AT&T at 8, Marlboro at 9 and Amazon at the tenth spot.

     

    Key findings highlighted in this year’s research report include:

    – Share of Life: Successful brands such as Google (No 1 brand), Facebook, Twitter, Tencent and LinkedIn are more than just tools, they have become part of our lives. They offer new forms ofcommunication that absorb people’s attention and imagination, whilealso helping them organise the rest of their lives at the same time.To gain more of our mind-space, brands such as Tencent and Google areeven crossing categories. This trend also pushed No 1 Apparel brand Nike, a prime example of a brand seeking to become a share of life brand which offers services such as Nike+ that extend well beyond its functional raison d’etre.

     

    – Purpose beyond Profit: Brands in business for reasons beyond the bottom line have a better chance of success in today’s world. Forexample, Pampers, which promotes mother and baby health issues, is at No 39 in the ranking and grew its value by 10per centto $22.6 billion. Dove,which has continued to find huge success on the back of its “realwomen” philosophy, has a brand value of $4.8 billion.

     

    – Apparel fastest growing category:  The top 10 Apparel brands grew in value by 29per centto nearly $100 billion this year, outpacing Cars(up 17%) and Retail (up 16%). With brands such as Uniqlo, Nike and Adidas all recording double-digit increases in their valuation.

     

    – Technology service companies continue to climb: Not only are the top four brands technology companies,, but so too are many of this year’s biggest risers. This year’s fastest climber was leading Chinese internet brand Tencent, up 97% to $54 billion and the No 14 position,followed by Facebook which rose 68% to $36 billion and took the No 21spot. New brands in the Top 100 include Twitter at No 71 with a brandvalue of $14 billion and LinkedIn at No 78 worth $12 billion.

     

  • The company has unveiled a new campaign with the underlying theme 'Idea: Khushiyon Ka Rangmanch'

    CenturyPly leans on ‘Khushiyon Ka Rangmanch’ credo to deliver new proposition

    By A Correspondent

     

    CenturyPly has undergone a brand restructuring exercise and also unveiled a new brand philosophy. The company has unveiled a new campaign with the underlying theme ‘Idea: Khushiyon Ka Rangmanch’.

     

    CenturyPly is not just into creating commodities, but is in the business of creating spaces and home solutions through its products – plywood, laminates and veneers – surfaces which are witness to everyday moments of joy and happiness. The theme revolves around the premise that it’s these surfaces that bring people together; a stage where life’s happy moments play out.

     

    Mr Amit Gope – Head, Marketing, CenturyPly said, “We found this concept to be extremely strong, unique and with a potential to remain relevant for a long time. More than that, it was something that was meeting our objectives in the best possible manner.”

     

    Sonal Dabral
    Sonal Dabral

    Sonal Dabral – Chairman & Chief Creative Officer, DDB Mudra Group affirmed, “Devoid of any sharp ideas, the plywood advertising landscape has been fuzzy to say the least. We decided it was time for a respected brand like CenturyPly to speak like a leader and elevate the category to the next level. Nana Patekar’s brilliance needs no mention. We were fortunate that he agreed to be a part of this project. I’m certain the audience will love him as the voice of our conscience provoking us to take a fresh look at our furniture we take for granted every day.”

     

     

    Rajiv Sabnis

    Rajiv Sabnis – President, DDB Mudra West said, “Khusiyon ka Rangmanch is an idea that is a take on life, from the point-of-view of the furniture. If all inanimate objects had a life of their own, and could see the world around them, then they would see themselves at the centre of a family life. Then furniture could see the joys, the bonding, the celebration, the success, the romance, the love, the gossip and many other emotions that a family goes through in the course of their life together. Furniture is a mute spectator today, but if it had emotions, it would believe that the family comes together around the various pieces of furniture which make a home. Nana Patekar embodies the conscience of the furniture that provides a platform for emotions to play out. This campaign is a tribute to furniture, hence Century Ply, and the centre stage role it plays in bringing and keeping families together.”

     

    The campaign is a multimedia campaign across the mediums of TV, print, outdoor, digital and on ground. It goes on air this week.

     

  • The account will be handled by RAPP India's Gurgaon office

    V-Guard hands over digital biz mandate to RAPP India

    By A Correspondent

     

    Consumer electrical and electronics company V-Guard has appointed RAPP India as its digital agency on record. RAPP India’s mandate will be to plan strategic initiatives for V-Guard on digital while managing its end-to-end digital and social media presence.

     

    The account will be handled by RAPP India’s Gurgaon office.

     

    V-Guard is synonymous with voltage stabilizers and has diversified to have a wide range of products like stabilizers for air conditioners, digital UPS, different kinds of heaters, pumps, cables, induction cook-top & fans. With over 250 distributors and service centres and more than 10,000 retailers serving the needs of over 50 million customers, V-Guard Industries is a household name in India.

     

    On winning the account, Venkat Mallik, President, RAPP India, said, “What excites us about V-Guard is the team’s vision and leadership in the consumer electronics category. We’re absolutely thrilled to partner with them in their journey towards becoming a company with a highly diversified portfolio and national presence. Digital will play a huge role in this journey. The mandate for us is to make this category exciting for consumers. Digital can help us do this while we continue to build on V-Guard’s leadership position.”

     

    Commenting on the association, Nandagopal Nair, Head – Corporate Communications, said, “V-Guard is in the process of building its digital ecosystem for the brand; it was important to align with an agency who understands the complexities and challenges of the brand as well as the environment we operate in. RAPP brings a sharp, insightful digital thinking which would help build the V-Guard brand in the digital space and partner us in this journey. RAPP was able to demonstrate their capability with a well thought through, cohesive strategy on what the brand needs to do in a laddered manner in the digital environment.”

     

  • With a new focus and strategic roadmap in place, Baskin Robbins is looking at deepening its reach across the Indian market

    Thoughtblurb unveils summer campaign for Baskin Robins

    By a correspondent

     

    Baskin Robbins has unveiled ‘The Big Chill’ campaign that has been executed by their creative agency, thoughtblurb.

     

    Commenting on the campaign, Vinod Kunj, Managing Partner, thoughtblurb, said, “While most ice cream brands tend to build campaigns around the summer season, our intention was to up the ante and get Baskin Robbins to ‘own the season’ with its premium quality ice creams. ‘The Big Chill’ campaign has done just that. Keeping the core attributes of the brand in mind, the creative rendition exudes a sense of fun, coolness and charm. We consciously used the settings of a chilled out holiday to capture the mood of the season.”

     

    With a new focus and strategic roadmap in place, Baskin Robbins is looking at deepening its reach across the Indian market. Although the category has become more competitive with new international players joining the race in the last few years, Baskin Robbins legacy in the Indian market is an added advantage to the company.

     

    Adding to the new rise of the brand, Sanjay Coutinho, CEO Graviss Foods, said, “The key focus is to re-energize the brand and re-build its appeal in the market. I strongly believe the brand has tremendous potential and all it needs is intelligent communication to drive the right messages to our target audience. With thoughtblurb as our creative partners, I share a strong sense of confidence in their capability to help our brand move to the next level. Summer is a critical time of the year and every player in the category looks at getting the maximum traction.”

     

    Adding further he said, “The focus for us this year was a bit different. We aimed to complement the joy of summer by enabling our customers to enjoy the season with our wide range of flavors and products. I am glad the campaign has boosted our performance in the market. Baskin Robbins enjoys a very strong brand preference and we will continue the innovation funnel to offer newer products and offerings to our discerning consumers.”

     

  • The account will be handled by the agency's Mumbai branch

    Metal wins mandate of Medimix Soap

    By A Correspondent

     

    Metal Communication has been appointed as the creative AoR for India’s largest selling ayurvedic soap and personal care brand Medimix, the flagship brand of Cholayil Pvt. Ltd. The account will be handled by the agency’s Mumbai branch.

     

    Metal Communication will provide brand positioning and advertising support for the brand. The scope of the assignment will cover TV, print, digital, video and out-of-home. Medimix has a range of products under its umbrella including soap in four variants, face wash, talc, with a slew of new launches being planned in the year ahead.

     

    Commenting on this development, VS Pradeep, Managing Director, Cholayil Pvt. Ltd. said, “Given our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Metal Communications. We liked their breakthrough approach, the quick understanding of the category and our brand that they demonstrated. Metal offers a younger, fresher perspective. And we believe they can partner us very well in our effort to reach our intended audience in the most effective and integrated way.”

     

    Kurien Mathews, Chairman & MD, Metal shared, “Medimix is one of India’s heritage brands with a long legacy. Naturally, we are delighted with this new win. Given the ambitious plans Cholayil has going forward not just building the brand in India but also extending its franchise in global markets, makes it even more exciting and challenging. We are confident of building on solid foundations of the Medimix brand and taking it to greater heights.”

     

    Cholayil has very aggressive plans in the personal care market and is looking at building on its already strong equity in the Indian market besides the four southern states. Further, the Medimix brand has been very well received in markets like Taiwan, South Korea and the Middle East. The company is now looking at foraying into the North American market.