MxMIndia

Category: PRODUCTS

  • The campaign titled ‘Masti – Man of the Match’ has been created and executed by Leo Burnett India

    PSI unveils integrated campaign for Masti Condoms

    By A Correspondent

     

    Masti Condoms has unveiled a campaign after the brand’s decade-long hiatus from the media. PSI IPL is a subsidiary of Population Services International, a global health organisation with operations in 60-plus countries and with programmes targeting malaria, child survival, HIV/AIDS, reproductive health, and diabetes.

     

    Said Shankar Narayanan, Managing Director, PSI IPL: “It is worthy to note that two-thirds of India’s population is constituted by Generation Y and Generation Z. With a young population set, there is a large need for contraception education and contraception use. Also, condoms are the only form of contraception that protect against unwanted pregnancies as well as STIs. Despite the burgeoning population, the condom market has shrunk from 2.1 billion pieces in 2014 to 1.8 billion pieces in 2017. The high decibel communication efforts by numerous players in the category only reveal a lack of a segmented approach. It is also evident that the currently ruling category communication has not helped grow the market.”

     

    Speaking about the campaign and its execution, Arjuna Gaur, Executive Creative Director, Leo Burnett India, said:“The task for brand Masti Condoms was to reach out to men – especially in small towns – and communicate a more progressive take within the category without objectifying women. We wanted to create a platform that would appeal to men in general, so we thought why not leverage India’s favorite pastime – cricket? Hence, we arrived at ‘Man of the Match’, the most identifiable achievement that stands for consistency and performance across age groups and demographics in cricket terms.”

     

    The film has been executed by Prodigious India, Publicis Communications’ inhouse production arm.

  • #EngagePocketStories presents an opportunity to co-author a book with India’s best selling romance author

    ITC engages with author Durjoy Datta in latest digital campaign

    By A Correspondent

     

    ITC’s pocket-sized fragrances Engage has partnered with author Durjoy Datta for its latest digital campaign titled ‘Pocketful O’Stories’– micro-stories that celebrate the unexpected moments of love and chemistry between a couple.

     

    Speaking about the Moosa Khan, Creative Director, Dentsu Webchutney (Engage’s social media agency) said:“The idea just clicks into place with the product -pocket-sized stories for the pocket-sized Engage ON. The digital medium allows us to create instant creative collaboration and the campaign has received a great response from day 1. We’re receiving some delightful stories from people across social media.”

  • Gozoop will be in charge of both the creative – digital as well as mainline duties along with media activities

    Gozoop wins integrated marketing mandate for GNC India

     

     

    Digital-led integrated communications agency Gozoop has won the GNC India account following a multi-agency pitch.Commenting on the partnership, Ahmed Aftab Naqvi, CEO & Co-Founder, Gozoop, said: ”In this new world it is important to have an integrated approach towards marketing. Your audiences today are digital first but not digital only. We are delighted to have partnered with a brand like GNC who appreciates the value that such an integrated approach can unlock for the brand. We look forward to leveraging our capabilities to deliver compelling experiences across mediums that will help accelerate the brand in India.”

     

    Added Shadab Khan, CEO, GNC India: “GNC believes in bridging the gap created due to inadequate nutrition in-take in the food consumed by people on a day-to-day basis through its offerings. Through awareness and education through digital mediums, Indian consumers can seek guidance to manage their lifestyle and related issues such as fatigue, stress, vitamin deficiencies, and cholesterol. GNC recommends it four building blocks of nutrition, which are Multivitamins, Omega-3s, Proteins and Probiotics to start their journeys towards Living Well. These building blocks will help through a focused preventive approach to enhance and improve overall health.

     

     

  • The digital film has been conceptualised by Isobar India

    Adidas says #ItsOnYou, for non-runners

     

     

    Isobar has recently launched a digital campaign – #ItsOnYou – for Adidas.

     

    Commenting on the launch of the new campaign, #ItsOnYou, Sunil Gupta, BU – Head, Adidas Running said: “#ItsOnYouis a thought that echoes an urban dilemma – the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Of the fact that if we’re to achieve something for ourselves, everything to make it happen – is ultimately, within’. Through the film, we set out to showcase some of the thoughts people might have at the ‘moment of truth’ – that metaphorical wake-up call which may spur is into action or lull is into accepting another excuse. Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions – that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully.”

     

    Anish Varghese

    Added Anish Varghese, National Creative Director, Isobar India said: “In today’s busy lifestyle, it’s getting easier for people to find excuses – whether it’s to run or not to run. This is an attempt to make people realize that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end the onus is on you to get up and go for that run.”

     

     

  • Launches ‘Let’s Ride’ and ‘Hi-Perf Ride for Legends’ campaigns for TV and Digital respectively

    Total unveils campaign promoting its ‘Hi-Perf’ offering

     

     

    Total Oil India has launched Total Hi-Perf, an integrated 360 marketing campaign for its new range of motorcycle engine oils for two-wheeler engines.

     

    Speaking about the campaign, Gayatri Ojha – VP (Marketing & Corporate Communications, CSR) Total Oil India said: “The objective of this campaign is to bring to life how the product not only provides protection and optimum performance to the bike’s engine but also ensures a thrill of riding for the biker. Our aim is to also optimize and expand our reach for this campaign through an ideal integration of digital and

     

    As part of the brand launch strategy, Total also reached out to primary influencers– mechanics and retailers and engaged on a one-on-one basis to create awareness and excitement around the brand and the product with the help of new-age technologies. Mechanics and retailers were introduced to the product and brand legacy through the aid of VR.

     

     

  • Highlights that parenting is not equal to constant protectiveness

    HDFC Life’s ULIP campaign takes on bullying

     

     

    HDFC Life Insurance Company has launched a new ad campaign on Unit Linked Insurance policies for planning a child’s future. The ad highlights the issue of bullying and conveys a message that parents need to empower their children to fight their own battles, making them self-reliant.

     

    Commenting on the new campaign, Pankaj Gupta, Executive Vice President- Strategic Alliances, Bancassurance and Marketing, HDFC Life said: “As parents, financial security is not the only gift we want to leave behind for our children. We also want them to be emotionally independent. Our ULIP offerings enable parents to plan their child’s future over the long-

     

    On the creative front, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia said: “To truly imbibe ‘Sar Utha Ke Jiyo’ in today’s world, we needed to understand what’s happening with the kids today. Of the many problems that they face today, bullying is something that kids are unable to tackle head on. We wanted to use this as a metaphor to highlight the importance of teaching children to be emotionally independent. I am proud of how our philosophy flows through this entire campaign, and I am confident consumers will relate to it and do what is best for the emotional health of their children.”

     

     

  • Brand ambassadors Varun Dhawan and Shruti Haasan captivate with fun banter

    Fossil launches its maiden TVC in India

    By A Correspondent

     

    Fossil has launched its first ever TV commercial in India to announce the launch of its Gen 3 Smartwatches. Brand ambassadors Varun Dhawan and Shruti Haasan are seen promoting the brand together in the film.

     

    Conceptualised by Mullen Lintas, the films are directed by Tejal Patni with Prasad Naik creating magic with the stills.

     

    Commenting on launch of Fossil’s first ever TVC, Johnson Verghese, VP, Managing Director, Fossil India said: “We are currently going through an exciting phase of growth. For the first ever time we have had the opportunity to associate with Bollywood celebrities like Varun and Shruti to help us narrate our story. The launch of Fossil Q Smartwatches represents the next generation of timepieces; through this launch we hope to push boundaries to include the next gen shopper! Fossil Q comes with a unique advantage of seamlessly merging the best of both worlds – fashion and technology. We are thrilled that the TVC has successfully managed to capture this essence. The brand ambassadors complement Fossil’s legacy and brand ethos of timeless style, authentic inspiration and spontaneous creativity. We look forward to a meaningful journey with them.”

     

     

  • MSL will be responsible for offline/online reputation management, product and brand communications strategy and activation programs amongst others

    MSL wins mandate for Zydus Wellness-Sugar Free

    By A Correspondent

     

    Zydus Wellness has engaged MSL for its corporate and brand communications mandate for Sugar Free.

     

    Said Schubert Fernandes, Executive Director, MSL India: “We are delighted to partner with Zydus Wellness for Sugar Free, a household name for wellness. We look forward to delivering creative thinking that results in ground-breaking work. In the evolving landscape of multichannel communication platforms and changing lifestyles, we are honoured to support Zydus Wellness in their effort to make India a healthier country.”

     

    Added Tarun Arora, Chief Operating Officer & Director, Zydus Wellness: “Zydus Wellness recognises the rapid change in the lives of today’s generation and provides solutions that align with the values of nourishment, nurturing and energizing consumer lives. We are on a threshold of substantial growth based on innovations and portfolio expansion in India and across international markets. We are confident of the expertise our new communications partner, MSL, to support our organisational goals.”

     

    MSL will be responsible for offline/online reputation management, product and brand communications strategy and activation programs amongst others.

     

     

  • Fastrack has launched a new watch collection – Loopholes with an all-new campaign creatd by Lowe Lintas’ Bengaluru office

    Lowe Lintas creates new campaign for Fastrack

    By A Correspondent

     

    Said Shiv Parameswaran, Executive Creative Director, Lowe Lintas Bangalore: “Sometimes, the product itself can lead to an idea. In this case, it was the perforated design pattern of the watches. The typography we created for “Loopholes” also became the escape route for all our characters. After all, every situation has a loophole. You can get away if you spot them.”

     

    Added Ayushman Chiranewala, Head of Marketing –Fastrack:  “The Loopholes collection is inspired by perforations on sports apparels blended with the unique Fastrack design language. It’s made for the youth who is always on the move. The campaign highlights the ‘holes/ perforations’ on the watches and adds a quirky and fashion forward touch which depicts how the consumer is on the look out to get out of sticky situations by finding out loopholes. The collection has 36 Watches sporting various functions like day date feature and multifunction feature, split equally between guys and girls.”

     

    Speaking on the agency’s work produced for the brand, Hari Krishnan, President (South) – Lowe Lintas said: “When Fastrack showed us their new range of perforated watches, we saw the quirk right there. Every perforation is a loophole and every loophole, an opportunity.”

     

    The campaign will be visible in the online media on YouTube and social media platforms. A series of outdoor communication augmenting the design idea will also bolster the campaign’s visibility.

     

     

  • The design with ‘British Bulldog’ as a mascot characterises Witlinger’s British origin

    Elephant brings out #BoldlyBritish in Witlinger’s new packaging

    By A Correspondent

     

    Pune-based Elephant has created a new visual language on the bottle to communicate Witlinger beer’s British personality. The new design with ‘British Bulldog’ as a mascot characterises Witlinger’s British origin.

     

    Speaking about the brand’s new design, Anuj Kushwah, Managing Director and Founder said: “This is an exciting time for Witlinger as we are showcasing our true identity and characteristics of being very British and honest with what we do i.e. making sincere and honest craft beer. This definitely adds fun in drinking good craft beer with the great bold design.

     

    Added Ashwini Deshpande, Co-founder, Director Elephant: “While many craft beers try to keep their origins ambiguous , here was a brand that wanted to convey its British origin unabashedly. We decided to leave the cliched British iconography and found a true hero in British bulldog! The idea is to bring various facets of the persona to life on align with each of the crafted brews.”

     

     

  • Kraft Heinz, in collaboration with digital agency FoxyMoron, looked at creating curiosity and keeping viewers hooked on

    Heinz Tomato Ketchup asks viewers to skip

    By A Correspondent

     

    Heinz Tomato Ketchup’s latest campaign furthers its brand promise of “Taste That Grabs You”! The concept features mouth-watering food and how people are so engrossed in eating the Heinz ketchup that they ignore everything else.

     

    Kraft Heinz, in collaboration with digital agency FoxyMoron, looked at creating curiosity and keeping viewers hooked on. The campaign consists of six pre-rolls ads wherein the protagonists do exactly the opposite and tells the viewer to hit the skip button! The videos then proceed to showcase how the protagonist enjoys the taste of Heinz Tomato Ketchup so much that they don’t care about their surroundings or anything else at all.

     

    By telling its viewers to hit the skip button, Heinz Tomato Ketchup created intrigue and got the viewers to watch what the pre-roll had to offer and the results did not disappoint!

     

    Videos

    Heinz Tomato Ketchup| http://bit.ly/2BNXEz3

    Heinz Taste That Grabs You Story Videos

    1)      The Mother - http://bit.ly/2kOVhBQ

    2)      The Kid - http://bit.ly/2CN6UQZ

    3)      The Corporate Guy - http://bit.ly/2DhX0bi

    4)      Mr Cool - http://bit.ly/2Bl8MEp

    5)      The Girl - http://bit.ly/2ksUU0l

     

  • Comes up with a light-hearted TVC targeted towards kids

    Prataap Snacks launches TVC for ‘Yum Pie’

    By A Correspondent

     

    Prataap Snacks Ltd (PSL), a snack foods company with products spanning across various categories like extruded snacks, chips and namkeen, has entered the category of sweet snacks market through its wholly owned subsidiary with the launch of its new brand ‘Rich Feast’. The first product under the new brand is ‘Yum Pie’, a three-layered treat with sponge cake, flavoured jam and chocolate ad this happens with a new TVC created by WYP (What’s Your Problem).

     

    Speaking on the launch,  Amit Kumat, MD & CEO, Prataap Snacks said: “Our new brand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.