MxMIndia

Category: PRODUCTS

  • With the campaign, Friends Adults Diapers aims is to blow the lid off the issue and show how liberating life can be again for a senior who is homebound

    ‘Friends Adult Diapers’ launches film that highlights grave issue concerning adults

    By A Correspondent

     

    Friends Adults Diapers, a leading adult diaper brand, has launched a campaign for the category, bringing the spotlight on the subject in a light-hearted manner.

     

    Commenting on the campaign, Kartik Johari, VP & Marketing, Nobel Hygiene said: “We are proud to launch the first ever campaign in this category which essentially aims to highlight one’s life after the use of adult diapers. Rather than painting a grim picture of the problem, we wanted our campaign to bring to light the joy and liberation a senior can experience after figuring out the solution.”

     

  • Seven voices from Tamil Nadu to perform ‘Live’on stage with AR Rahman

    New talent show ‘7Up Tamizh Naattin Kural’ announced

    By A Correspondent

     

    Beverage brand 7Up has joined hands with music director A R Rahman, to launch ‘7Up Tamizh Naattin Kural’– a statewide voice hunt.

     

    Speaking on the campaign, Vipul Prakash, Senior Vice President – Beverage Category, PepsiCo India said:“7Up is a well-loved brand in Tamil Nadu, and has led several refreshing campaigns to bring together the youth through platforms like cricket, dance and drama. Now, ‘7Up Thamizh Naattin Kural’ is our way of saluting the state’s rich and vibrant talent, and we are honoured to partner with musical genius, A.R Rahman for this initiative. Music is a remarkable unifier, and through this campaign, we look forward to bringing together talented young voices with a chance to sing with the legendary music maestro.”

     

    The 7Up mobile recording studios will be visiting colleges and popular locations across Chennai, Coimbatore, Cuddalore, Erode, Madurai, Vellore, Kanchipuram, Nagarcoil, Salem, Tiruvannamalai, Tiruchirappalli, Tripur, Tirunelveli, Thoothukkudi and Karaikudi.

     

     

  • Launches digital social experiment with aim to start conversations on the need for mothers to be a Yes Mom to their kids and the importance of immunity in children

    Cipla launches Activ Kids Immuno Boosters with new campaign ‘Yes Mom’

    By A Correspondent

     

    Cipla has developed Activ Kids Immuno Boosters, an immunity supplement for children to address the growing concern of low immunity by providing up to 100 per cent RDA of key immunity nutrients.

     

    Said Himava Nath, Head of Marketing for Cipla Health Limited: ‘Cipla Health set off on its mission of ensuring strong immunity for kids with the launch of its brand Activ Kids Immuno Boosters a year ago. #YesMom was launched as a social movement aimed at changing the stereotype around parenting especially motherhood. The movement seeks to empower moms with the confidence to say ‘Yes’ to their kids. And the brand Activ Kids Immuno Boosters with its immunity benefits and unique format aids the mothers and gives them the confidence to say ‘Yes’. The movement has been very successful and thousands of mothers have been inspired to be #YesMom.

     

    The campaign was rolled out with a social experiment on the online page of Cipla highlighting the psychological impacts of ‘No’ on a child followed by a call out to mothers to take the Yes Challenge.

     

     

  • This campaign marks the first ever category marketing initiative in the diamond industry since a decade

    Diamond Producers Assoc unveils campaign in India

     

     

    The Diamond Producers Association (DPA) has announced its presence in India with a bang. And an integrated marketing campaign ‘Real Is Rare, Real Is A Diamond’ in India.

     

    Created & executed by BBH India, the campaign focuses on celebrating the precious moments which mark the journey of a relationship between a couple.

     

    Sharing his thoughts on the launch, Jean-Marc Lieberherr, CEO, Diamond Producers Association, said: “We are thrilled to announce the ‘Real Is Rare, Real Is A Diamond’ campaign which links diamonds to the precious moments between young Indian couples. The announcement is also to work closely within the sector to revitalize category marketing focusing on the younger generation catering to their specific needs and aspirations.”

     

    Said Richa Singh, Managing Director, Diamond Producers Association India:“Real is Rare, Real is a Diamond focuses on a diamond’s billion year old natural heritage and equate that with what is most authentic and real  in our lives. The campaign expresses the real and rare moments between couples and beautifully connects it to the unique quality of diamonds.”

     

    Commenting on the experience creating the campaign film, Subhash Kamath, CEO and Managing Partner, BBH India, said, “Our mandate was to reinterpret the idea of “Real Is Rare” for the Indian market, and root it in a cultural truth. We’re not trying to promote any particular brand here, but make people see diamonds in a whole new light. It’s a long term goal and we’re thrilled to be partnering DPA on this journey.”

     

     

  • The campaign, created by Leo Burnett India, shows how today's women take on extra responsibility with Iodex helping them fight everyday aches and pains 

    Iodex exhorts women to stretch their limits to achieve more

     

     

    Iodex has introduced a new campaign titled ‘Thodi Himmat, Thoda Iodex’ with actor Swara Bhaskar.

     

    Speaking about the integrated campaign, Saurabh Nandi, Area Marketing Lead for Pain Relief and Respiratory Health for GSK said: “With our new platform – Thodi Himmat, Thoda Iodex – we are talking to the modern woman representing a progressive India. These are women who are not only giving their 100% to their home and family but also stretching themselves physically to give their 110% to do something extra. The extra could come with the desire of supporting their family financially or following their pursuits. In this journey, pain is inevitable. And instead of giving up, Iodex wants to convey to these women that all they need is a little courage and a little Iodex. Iodex salutes these women and is their trusted partner that will help them stretch beyond their limits every single day.”

     

    Added Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia: “Women are the backbone of any household in a way that they keep the entire family together. They want to do more with their lives, and yet equally contribute to their households. We thought this was an exciting insight to bring to life, especially since a woman’s invaluable contribution is rarely spoken about across the entire category. I’m confident the campaign will hit home with our consumers.”

     

     

  • The business will be handled by the agency's Kolkata office

    Milestone Brandcom bags outdoor mandate of Dalmia Bharat Group

    By A Correspondent

     

    The Dalmia Bharat group has awarded its OOH mandate to Milestone Brandcom for the Eastern region following a multi-agency pitch. The business will be handled by the agency’s Kolkata office.

     

    On the newly formed partnership, BK Singh, Group Marketing Head, Dalmia Bharat Group said, “We have very strong confidence on the long term growth opportunity of the Indian cement industry. We have ambitious plans to leverage this opportunity through our core experience and proven expertise of the industry. A capable partner like Milestone Brandcom will certainly bring in critical contributions and help in this process. We welcome Milestone Brandcom onboard.”

     

    Added Nabendu Bhattacharyya, CEO & MD, Milestone Brandcom: “We are excited at the prospect of partnering with Dalmia Bharat Group to comprehensively leverage OOH to engage with their consumers across brands and markets. I truly believe, OOH promises a great brand engagement through innovative outdoor solutions and drive conversations around their brand promise. We hope to deliver value on back of our ability to mine data and research for them and create some disruptive iconic campaigns for them through this association. We look forward to serve them with best of our ability.”

     

     

  • The digital media campaign focusses on engaging users, by leveraging its commercial on 'offline TV'

    Isobar partners Duroflex for latest digital campaign#ReadyForTomorrow

    By A Correspondent

     

    Isobar has partnered with Duroflex to launch a new digital campaign called #ReadyForTomorrow. Isobar and Duroflex leveraged Zapr’s TV-to-Mobile platform to push this digital campaign across those smartphone users who had already watched the brand’s commercial on television. The campaign has been executed across platforms such as Facebook, YouTube and DBM Programmatic.

     

    Commenting on the campaign’s success, Suraj Nagappa, VP, Isobar India said: “In the past, online video advertising usually meant the transmission of television ads to the internet. What we now have is video advertising that easily adapts to the respective medium. Multi-screen use has been a reality for users for a long time. With the interactive formats we offer an ideal opportunity to approach consumers across the characteristics of all platforms and devices. Across all channels – mobile, online, and connected TV (CTV) – there have been above-average video completion rates (VCR) and a high level of interaction has been achieved. The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs (Video Completion Rate) that significantly increased across all channels. Together with the interactive elements that Zapr allows, this strategy has led to a substantial increase in reach and consumer response.”

     

    On the launch of the new campaign, Arha Padman, Senior Brand Manager, Duroflex added: “Keeping in mind that TV audiences are no longer glued to a single screen and are often multi-tasking on their smartphones while consuming the medium, it just made sense to layer our TV plan with Zapr. We were curious to see how it would work and it seems to have delivered what we set out to do.”

     

     

  • Tata AIA Life Insurance Company Limited (Tata AIA Life) is a joint venture company, formed by Tata Sons Ltd. and AIA Group Ltd. (AIA)

    Ruder Finn India wins communications mandate for Tata AIA

    By A Correspondent

     

    Global communications consulting firm Ruder Finn has won the communications mandate for Tata AIA, a jv of Tata Sons and AIA Group (AIA).

     

    Commenting on the appointment of Ruder Finn, Vandana Kilam, VP- Corporate Communications, Tata AIA said:“The life insurance industry is at a transformational phase in India at the moment. Therefore, it is more important than ever for us to communicate clearly with the right message at the right time. For this, we need a strategic communication approach, creative ideas and a self-motivated team with a passion that resonates with our ideology. RF came out as the right partner for us and we are confident that with this partnership we will be able to build and communicate our vision to our stakeholders.”

     

    Commenting on this prestigious account win, Radha Roy, Country Head – India, Ruder Finn added: “We are excited to be the strategic partner for Tata AIA. This is a great opportunity for us to work with such an esteemed and reputed client and create clutter-breaking communications to deliver meaningful, measurable campaigns.”

     

     

  • Mullen Lintas was tasked with this campaign to establish QuikrEasy as a one-stop platform for getting service providers for all home-related services

    Mullen Lintas’ campaign for QuikrEasy conveys the ease of doing things

    By A Correspondent

     

    Mullen Lintas Bangalore has conceptualised a three-film campaign for QuikrEasy, the services vertical of Quikr. Speaking about the Quikr Easy campaign, Vineet Sehgal, CMO, Quikr said:“We often find the task of identifying, evaluating and then engaging with service providers cumbersome and end up delaying on the task that can make life better. QuikrEasy symbolises the simplest and convenient way to manage small or big tasks in easiest possible way”.

     

    Added Shriram Iyer, National Creative Director at Mullen Lintas:“Most of the times it’s the simplest of jobs that overwhelm us. Be it doing repairs, getting the house painted, or for women even getting a simple wax. It was this insight of what happens when the smallest chores hold us down and how with QuirkEasy’s convenience and speed everything can get resolved in a jiffy that informed our campaign.”

     

     

  • The digital campaign aims to make doors fun through the bittersweet banter of a new age couple

    Tonic Worldwide unveils new campaign for Asian Paints

    By A Correspondent

     

    Asian Paints has rolled out its latest digital campaign for Apcolite that is all about encouraging one to have fun with doors and windows, thereby exploring an aspect of home decor that was largely untouched.Tonic Worldwide has created the #SlamDoorsNoMore campaign for Asian Paints Apcolite Enamel.

     

    Said Sudish Balan, Chief Business Officer, Tonic Worldwide: “As William Wordsworth said, if the doors of perception were cleansed, everything will appear to man as it is, infinite. This was the overarching thought, the way we treat our doors is a reflection of the environment we have created for ourselves.  If a door is the first thing you see when you are about to enter your home, and if it pleases your cognitive sense, then it will elevate your mood too.”

     

    Added Amit Syngle, Chief Operating Officer, Asian Paints: “Asian Paints has identified itself as a partner for consumers in creating beautiful homes. Over the last decade, we have seen wall stencils and textures becoming an integral part of the home décor. Along with walls, furniture and other elements, doors also play a key role in accentuating the décor of one’s home. Ideas for doors is a simple, yet powerful element of a consumer’s decor journey.”

     

     

  • HDFC Life drives a significant part of their business through this online platform, employing a variety of online marketing channels

    HDFC Life appoints Adby Ventures as their anti-fraud partner

    By A Correspondent

     

    Adby Vantures, a company specialising in preventing frauds against businesses, announced that HDFC Life has implemented its solutions to detect and prevent fraud and protect interests of the business and customers.

     

    “Fraud is omnipresent. It is impossible for a digital marketer to escape it. Smarter is the marketer who acknowledges the risk and works towards mitigating it,” says Vivek Singh, co-founder, Adby Ventures. “In my ten years of marketing role, I faced everything from bot-spams​ to large call-centers especially designed to punch fraud. I am glad to work with other marketers to build defense layers against them. Globally, ad fraud is estimated to be more than 16-bn dollar problem this year. It is considered one of the largest forms of organized crime. Adby Ventures has deployed monitoring layer had HDFC Life’s online insurance platform, and it will serve as a gate for all incoming digital traffic. Suspicious patterns are immediately caught and reported. It serves as a CCTV except that it additionally highlights the thief in Red,” said Vivek.

     

     

  • The fresh new series will see charcha sessions between two young guys over a car bonnet

    Screen Patti launches new video series ‘Bonnet PeCharcha’

    By A Correspondent

     

    New age comedy channel Screen Patti has announced a video series in association with Total Oil called ‘Bonnet PeCharcha’. After ‘Chai PeCharcha’ and ‘DaaruPeCharcha’, the fresh new series will see ‘charcha’ sessions between two young guys over a car bonnet.

     

    Speaking about the integrated campaign, Gayatri Ojha – VP (Marketing & Corporate Communications, CSR) Total Oil India said: “We needed more strategic and innovative minds to work with us as partners to grow the brand and hence our association with TVF is part of the brand’s content marketing strategy. The integrated campaign is aimed at young first time car owners to create conversations around a product, belonging to a low-involvement category. The digital branded content –“Bonnet PeCharcha” curated by TVF, is an eclectic mix of three webisodes to engage the viewers and to provide them the brand insights subtly, while addressing contemporary issues. The aim is to create a top of mind recall amongst car users about the brand “Total Quartz” Engine Oil & its core promise – “Keep your Engine younger for Longer”. Webisodes will also be promoted on radio in the form of “Radiosodes”. The content on Radio will focus on topics that often remain undiscussed but are deeply penetrated in our society. Each Radiosode will have a smartly integrated brand communication strategy behind it. We believe the strengths of TVF is very admiring to our thinking & approach and together we can do some very interesting work in the future.”