MxMIndia

Category: PRODUCTS

  • Is it a case of 'Dirt lies in the mind of the thinker' or was Zomato indeed indulging in a regressive act to grab attention? Sanjeev Kotnala analyses…

    So Zomato Gets the Tomatoes!

     

    By Sanjeev Kotnala

     

    Dear Zomato, I have been wondering what made you do the MC. BC. hoarding. It is now a public property. So, it is okay to believe that the agency/ individual presented many options, and you picked up this one along with the rest of equally good creative in Red & White to go.

    It was a conscious call! If I as an outsider see the set of creative, this does not fit the template. And that’s where it gives me an idea that you went along for the buzz and social media hype. It would be hard to believe that the agency, and the client did not understand the way they were pushing the boundary. You did and even when you were taking the decision to bring it down, there is a little smile playing on your face. Hopefully, I am absolutely wrong in this statement.

    Hopefully, and that is tough to think that you were diligently naive to the statement you were using. MC-BC is one of the most commonly used abuses above the tropic of cancer. It’s so prevalent that one of my friends Mahendra Chandola never could allow to use his initials to be playfully called M.C. I have another friend M C. Anand Kumar and what do you think happened; he was okay when fiends called him MCee.

    Or was Zomato saying we have got enough of ‘MC. BC.’ for our service, so believe you must order online. Then it is definitely a comment on the user subgroup. I pray that is not right.

    So, that brings me to another thought. Just like ‘Beauty lies in the eyes of beholder’, ‘Dirt lies in the mind of the thinker’. You as a brand consciously went ahead with the campaign. Unfortunately, the agency forgot to add Dahi Chana to the list, which would have made it B.C., M.C, and D.C and the whole issue would have vaporised. But then there would not have been Google Naresh and Suhel Seth ( 4.5 Mn followers on Twitter) trashing it upfront. The latter for whatever it was worth even tagging Hon. I&B ministe,r Sniriti Irani for no reason. Someone wanted to go and complain to ASCI on the subject.

    It’s different that Zomato Co-founder Pankaj Chaddah apologised for the ‘offensive’ ad saying that the company will take it down. “We can see why it can be offensive to people, and we apologize for it. We will take this ad down with immediate effect,” he tweeted. It came after commentator Suhel Seth took to Twitter to call out Zomato for the same. I can understand what Pankaj is saying.

    In effect, he is letting down few of the people who were not so much culturally socially nose in the air type. Here is what one of them said Arjun Pal @pal_arjun said ‘@pankajchaddah, hats off to the creativity of your Marketing Team @Zomato . Don’t pull down the ad coz of some moron. This way @suhelseth will ban all historical Hollywood movies when they write 36 BC or 69 BC’

    Let me share the fact that in F&B, there are acronyms that get popularised. I remember that once in HTA Delhi, while working on the roof-top-restaurant at ‘ITC-welcomegroup Maurya Sheraton’, the agency came with a beautiful name ‘West Court’, and the client (Nakul Aanad) rejected it for a valid reason. He said, soon it will be known as W.C and then who would want to eat there. I still believe that the reason was not strong enough to justify losing a good name. But then that is history.

    Meanwhile, as always we have people with a different take on the campaign. If you give it time and see all the creative, you will realize they have a sense of cheeky take on the subjects. They are harmless. They are interesting. They are something you read and smile. Including the one that is the centre of the conversation.

    There is no point in Badi Goldflake ( Prathamdev- Recently mastered the art of being misunderstood- with 399 followers on twitter J ) , Mihir ( 61 – followers on twitter), Akshar Pathak (1.3 Mn Followers on twitter) comment. We are taking life too seriously. MC and BC are in your mind, there is no explicit mention. There are far freer to be wrongly interpreted contextual advertising that no one seems to object.

    Here is a tongue in cheeky playing by the word comment by Mohita @ReineDeDeniers that sums most of the feeling ‘Hey, @Zomato, you didn’t have to apologise for this. You didn’t hurt anybody’s sentiments or anything. Trust me. I’m from Delhi and if I’m not taking offense at BC, then it’s not offensive BC!’

    I am not sure, that this hoarding exists, but it sums up the whole thought process. And I stand corrected, There is definitely a mixed reaction to the campaign.. Because Opinions are like Asshole, everyone has one. So the strong belief; ‘Dirt Really Lies In The Mind Of Thinker’. Some people are more right than others and hence the poor Butter Chicken cannot be called BC. To round off- I don’t find anything wrong in the campaign, but then that may not count for anything.

     

    Sanjeev Kotnala is a senior marketing and strategy consultant and trainer. He writes weekly for MxMIndia and whenever there’s an issue that merits more immediate attention. The views here are his own

  • MSL India, which has also held the mandate for Uber in the past, has taken charge of the Ola account from November 1

    MSL bags communications mandate for Ola

    By A Correspondent

     

    Communications firm MSL has bagged Ola’s communications mandate. Ola has engaged MSL for its end-to-end communications mandate starting November 1 2017. MSL India comes on-board post a multi-consultancy pitch that lasted over two months. Earlier, MSL has also held the communications mandate for Uber.

     

    Said Amit Misra, CEO, MSL India: “We take immense pride in being the communications partner for Ola, India’s very own technology company that’s transforming the concept of mobility with hyperlocal innovations. With a clear understanding of Ola’s narrative and priorities, we are conscious of our role as strategic advisers, and look forward to supporting Ola in its mission of building mobility for a billion Indians.”

     

    Added Anand Subramanian, Senior Director, Marketing Communications, Ola: “The Ola brand is naturally aligned to India’s development by deeply impacting lives of millions of customers across the length and breadth of the country as well as livelihoods of hundreds of thousands of driver partners. These are exciting times for Ola and we are confident that our new communication partners, MSL will help us get our mission of building mobility for a billion Indians to resonate with every stakeholder. We look forward to an exciting journey together.”

     

     

  • There are little moments of discord as well as overwhelming love that leads up to the final moment of the daughter bidding farewell to her mother to start a home of her own

    Bates executes new campaign for PCC Jewellers

    By A Correspondent

     

    PC Chandra Jewellers and Bates CHI&Partners have developed a new campaing for the wedding season. Said Sumanto Chattopadhyay, who guides the creative team at Bates: “In India we talk about the Navarasa. I was glad to see all of the Rasas in this film. Together, they make for a wonderful exploration of the mother-daughter relationship.”

     

    Added UK Chandra, MD, PC Chandra Jewellers: “I feel, this is an impactful film being aired from Kolkata. The melodious song of the TVC explores a high emotion prime point in the lives of the bride and her family, it should find resonance in every heart.”

     

    Pssst: Didn’t we hear that Bates was to be merged with Soho Square, or some such?

     

     

  • 'Aaj Kya Khaoge' is the governing thought behind Veeba's new brand campaign

    Veeba explores innovators in Indian kitchens

    By A Correspondent

     

    Veeba has launching its first national marketing campaign with a strategy to align itself closely with the creativity in Indian kitchens under the strapline “Aaj Kya Khaoge?”

     

    Said Viraj Bahl of Veeba: “As a brand that is in tune with the young and modern Indian, we are sensitive to the changing dynamics in the kitchen. With Veeba every member of the family could cook and consume the food. One of the most asked question in every household is “Aaj Kya Khaoge?” and our wide range of tasty products aim to answer just that. We have a product for every mood and occasion.

     

    The campaign has been created in partnership with Taproot Dentsu and MSix.

     

    Added Titus Upputuru, Creative Head, Taproot Dentsu:“Kitchen is the new playground. Men and women are increasingly finding joy in being creative with food! This is where we found the sweet spot for Veeba’s first television campaign,“Aaj Kya Khaoge?” As the husband and wife duo get creative with Veeba, they engage in playful banter that derives its inspiration from everyday conversations over food”.

     

    Said Saket Sinha, Leader, mSix India: “As the media agency on record for Veeba, mSix is planning to engage consumers with various touch points across a multi- channel integrated campaign. We will put in our best to deliver the desired outcome for Veeba.”

     

     

  • Irrfan echoes the #Unyakeenable and first-of-its-kind benefits of the Unit-Linked Insurance Plan

    Edelweiss Tokio Life appoints Irrfan Khan as brand ambassador

    By A Correspondent

     

    Edelweiss Tokio Life Insurance has signed actor Irrfan Khan, as the voice of the customer for its product campaign on the recently launched new-age Unit-Linked Insurance Plan- Wealth Plus.

     

    Said Deepak Mittal, MD & CEO- Edelweiss Tokio Life: “With authenticity that’s hard to rival, Irrfan’s versatility and wide appeal, resonates with our product’s #Unyakeenable features. Wealth Plus is aimed at wealth creation where, the longer the policyholder invests, the more we contribute to his fund.” Deepak further adds, “A self-made man, his connect with the masses makes him the opportune voice for the forthcoming Edelweiss Tokio Life Campaign.”

     

     

  • The Womb will work on Axis MF’s strategic direction as well as on its creative expressions

    The Womb to manage Axis MF creative

    By A Correspondent

     

    Axis Mutual Fund has found The Womb to grow in the fast-growing mutual funds space. The Womb, which bagged some accolades at Campaign India’s awards last evening, will work on Axis MF’s strategic direction as well as on its creative expressions.

     

    Rohan Padhye

    Said Rohan Padhye, Vice President – Marketing Communication & Digital Marketing: “The mutual fund category is witnessing inevitable growth. In the context of changing consumer preferences and market dynamics, we wanted a strategic firm to be associated with us.

     

     

    Navin Talreja

    Said Navin Talreja, Co-Founder, The Womb: “I have done CMO duties at a bank before, and this gets me back into the business of money. So I am excited. We have to, as a team, up Axis MF’s mindshare and business in the extremely competitive mutual funds category. The brand teams at Axis MF, and the agency team are raring to go. Our mandate is deep and wide – to define the Axis MF brand’s core within the ambit of the overall Axis brand, create its own unique positioning, as well as integrate communications across the wide set of stake-holders they address.”

     

    Kawal Shoor

    Commenting on the win, Kawal Shoor, Co-founder, The Womb said: “Clearly, as returns from other traditional asset classes like real estate, gold and fixed deposits climb down to realistic levels, mutual funds will inevitably become a strong alternative to invest in. It has already started happening, and the timing of the start of The Womb’s association with Axis MF couldn’t be better. We will aim to garner for Axis MF a disproportionate share of investible assets from the progressive Indian families, by garnering a disproportionate share of attention and relevance for Axis MF thru’ our communications.”

     

     

  • The idea of the campaign stemmed from the insight that people do not have the motivation to start making healthy choices because they think the results will take a lot of time

    Britannia Nutri Choice Digestive puts the focus back on health in latest TVC

     

     

    Britannia Nutrichoice Digestive has launched its new film created by Lowe Lintas.

     

    Sadi Ali Harris Shere, Vice-President, Marketing:“Britannia NutriChoice as a brand has always propagated making healthier choices. With the new campaign, the brand is making a clear shift to a purpose led communication, where the intent is to inspire people to start on their health journeys with the promise that the real result of making healthier choices lies in the feeling that they generate from within and Nutrichoice Digestive is the perfect choice of snack to start your health journey with.”

     

    Added a Lowe Lintas spokesperson: “When it comes to making the journey towards a healthier lifestyle, there is one feeling that resonates with most of us. The high of simply having made a start. A guy who has just started gymming or eating healthy feels fantastic on his first day. It’s an instant gratification. Even though the tangible results of his efforts are months, maybe years away.  We felt this was a relatable and fresh insight to encourage fence-sitters to make a healthy start.”

     

     

  • The FMCG major is Zenith's biggest account in India, estimated to be in the region of Rs 650 crore annually

    Sigh. Zenith retains Nestle

     

    By A Correspondent

     

    So what is an essentially account retention move doing as the lead story on MxMIndia today? Because one, it’s our biggest story of the day. And two, we are committed to tracking the media agency business beyond just news on movements. But, most importantly, it means a lot for Zenith (earlier called Zenith Optimedia)… it is Zenith’s biggest account in India, estimated to be in the region of Rs 650 crore annually.

     

    Leading chocolate-to-beverage conglomerate Nestlé India has retained Zenith as its Agency on Record for its media business. Recently Nestle had also consolidated its Nutrition digital marketing business with Zenith and DigitasLBi.

     

    The FMCG major called for a review after five years in November 2017 which saw some leading media groups from across the country participate. Zenith was appointed as Nestlé’s media agency in 2005 and has been handling the company’s media duties since, across business segments.

     

    Said Tanmay Mohanty, Group CEO, Zenith India says, “Nestlé is Zenith’s flagship account and we have had this relationship for more than a decade. We are super delighted that the client has once again handpicked us and it is a clear endorsement of Zenith’s competency and ability to deliver.”

     

    In India, Zenith’s key clients include Nestlé, Parle Products,   Micromax, Toyota, ZTE Mobile, Honeywell Air Purifiers, H&M, Singapore Tourism Board, Fox Networks, BASF and Singapore Airlines among others.

     

     

  • Partners with Mumbai Juniorthon as 'Safety Travel Partner'

    Tata Motors broadens reach for child safety

    By A Correspondent

     

    Hamare Bus Ki Baat Hai (HBKBH), an initiative by Tata Motors that aims to ensure the safety of children on school buses, has partnered with Season 3 of Mumbai Juniorthon, an annual running event for children and junior athletes, scheduled to be held on December 10in Mumbai.

     

    Commenting on this occasion, Sandeep Kumar, Business Head, Commercial Vehicles – Passenger, Tata Motors Ltd., said: “The ‘Hamare Bus Ki Baat Hai’ initiative has come a long way, since it was first introduced in 2013. Designed with inputs from various stake holders, through the campaign, we at Tata Motors have trained over 135,000 school bus staff from 3500 plus schools across the country. Promoting safety of children, we are seeking support of parents, schools and transport authorities by urging them to join the ‘Hamare Bus Ki Baat Hai’ campaign.Ourassociation with Mumbai Juniorthonwill help in spreading awareness among a larger audience.We wish this event a big success and hope to provide all participants with a safe experience on-ground.’’

     

     

  • The campaign captures the spirit of the new Indian who is progressive, boundary-pushing and wants to be unbound from anything that slows him/her down

    Visa makes viewers ‘Reimagine India’ in new campaign

    By A Correspondent

     

    Visa has launched its new brand campaign ‘Reimagine India’. Crafted by BBDO, the ad is based on the platform for Visa in India- “You reimagine India. We reimagine payments’. The campaign is driven through a robust 360-degree approach that spans TV, OOH, social and digital mediums.

     

    Said CMO Manmeet Vohra: “In this new age digital India, consumers, especially millennials, do not recognise barriers and want to use technology to lead a friction-less life. As a brand, Visa is an enabler. It is an enabler of dreams, promises and aspirations as it seamlessly moulds into the unbound lives of progressive Indians and making them feel free, unencumbered and in total control by providing them reimagined payment experiences as they #ReimagineIndia.

     

    Added Josy Paul, Chairman and Chief Creative Office, BBDO India: “Visa is creating a friction-less world of digital money so that people can go about their lives smoothly and without everyday payment interruptions. Our work dramatises the brand’s mission in the context of a new India that is re-imagining itself as it evolves and breaks from the past. The campaign is inspired by transformational stories of ageless progressive Indians today who are reimagining every aspect of life. Visa, embodies this ‘unbound’ spirit that’s leading today’s India Reimagined. So, while you reimagine India, Visa continues to reimagine payments,”

     

     

  • Incorporated in 1991 by Ali Merchant and Munawar Syed, Triton has a 25-year track record of partnering with several successful brands

    Virendra Saini takes over as ED & Head of Triton, Mumbai

    By A Correspondent

     

    Triton Communications has elevated Virendra Saini to lead its flagship office in Mumbai.

     

    Commenting on the move, co-founder Munawar Syed said: “We have always believed in nurturing homegrown talent and recognising potential leaders. Virendra has been with us for the last 22 years and I have watched him grow in capability and stature. I am confident our Mumbai operations will thrive under the fresh, energetic leadership that Virendra will provide.”

     

    Added co-founder Ali Merchant: “Virendra is a true Tritonite with a deep understanding of the Company’s core strengths. He is an ideal flag-bearer of Triton’s largest operations. His knowledge and ability to effectively partner with our clients in enhancing their brand value and market shares have earned him his stripes. I know Virendra will not spare any efforts to move the needle, and build our Mumbai office into a stronger, more resilient force, not only within our network, but in the industry we operate in. With him, it’s not going to be business as usual”.

     

    Said Sahi: “It is an honour to be entrusted with the mandate for our largest operation. We are a brand that has made many brands famous against well-established competition. Many of them have gone on to become household names. My agenda is to drive growth by partnering with new brands and working with existing ones that are ambitious to make it to the big league.  We are fortunate to have long standing and existing relationships with our leading clients. I would like to further consolidate, nurture and strengthen these relationships to help our clients achieve their business and brand objectives.”

     

     

  • #BechneWalaPrice campaign is aimed at highlighting the hassles a used car seller goes through including contacting multiple buyers and the endless pain of price negotiation with each one of them

    Boman Irani endorses #BechneWalaPrice proposition for Cars24

    By A Correspondent

     

    Cars24 has rolled out its second TVC recently starring actor Boman Irani.

     

    Speaking on the new TVC, Vikram Chopra, CEO and Co-Founder, Cars24, said:“The unstructured nature of the used car market in India often leads to online buyers or local businesses quoting random prices to customers. With this TVC we hope to support more customers to get the right value for their car in a more efficient and hassle-free manner.”

     

    The 360-degree campaign will run across all national TV channels with a strong presence across digital mediums including Facebook, Google and YouTube.