MxMIndia

Category: PRODUCTS

  • The digital campaign by Webitude aims at engaging with audiences via new age media

    CenturyPly takes an aggressive route for digital campaign

    By A Correspondent

     

    CenturyPly has launched its first ever interactive digital campaign ‘Khushiyon Ka Rangmanch’ on the digital platform. For the first time, CenturyPly has launched an aggressive digital campaign before a TV campaign, where the brand has launched a consumer friendly website, responsive with rich imagery and application based to create excitement amongst consumers. CenturyPly is also the first one within this product category to have come up with an aggressive digital campaign

     

    CenturyPly operates in a category that is only 30 per cent organized, since the last six years the brands key communications and positioning have been via TV campaigns highlighting the core functional benefits of strength and durability of CenturyPly products. For the first time the brand has stepped into the digital zone for engaging with their target audiences and consumers.

     

    “We were thrilled to create and run the first-ever digital campaign for CenturyPly, because the product segment is very challenging and unique. But witnessing the digital revolution in India in all segments & verticals, we understand this was the right time for CenturyPly to step into the digital world and connect with the target audiences. To engage and create a successful digital campaign for a heritage brand like CenturyPly, conviction in the brand’s philosophy and an innovative approach was required. We are extremely thankful to CenturyPly for their faith in us and giving us this opportunity,” said Santosh Kumar, Co-founder, Webitude (A part of Digital Quotient).

     

    “Given the greater than before internet penetration, businesses are increasingly shifting their attention from the traditional marketing media to digital media. We were looking for an agency that understands our objective and can communicate the same across various digital platforms. We really liked team’s understanding of the brand and the Digital landscape”, said Amit Gope, Head of Marketing, CenturyPly India.

     

  • Lay's will be bringing forward the global campaign with international football superstar Messi in India

    Lay’s unveils biggest global integrated mktng campaign

    By a correspondent

     

    PepsiCo’s Global Snacks Group has unveiled its biggest worldwide, integrated marketing campaign ever. The campaign features international football superstar, Leo Messi, on millions of Lay’s packages, including 50 million bags in India, as part of a multi-dimensional effort that includes television advertising, and out-of-home, digital, in-store and point-of-sale executions.

     

    This global campaign, which will be executed across more than 60 countries, is a direct result of PepsiCo’s ability to leverage its size and scale to improve the impact and efficiencies of local advertising to tell equity-building brand stories on a mass scale.

     

    Lay’s will be bringing forward the global campaign with international football superstar Messi in India, beginning with a master brand commercial that will be aired on YouTube, starting June 12, 2014. Lay’s will also be activating a Mega Consumer Engagement program led by 3 New Flavours called ‘Football Favorites’, that kick starts with a television commercial (TVC) starting June 20, 2014. These new flavours, along with core flavours of Lay’s, will provide soccer fans an opportunity to watch Messi in live action.

     

    The master brand commercial and centerpiece of the campaign “Messi Photo,” was shot over the course of three days in Rio De Janeiro, Brazil, and Barcelona, Spain. With the great taste of Lay’s potato chips at the center, the commercial builds off the insight that people enjoy pinching a Lay’s chip whenever they are near one. “Messi Photo” shows that not even a world-class footballer can avoid his fans’ fingers.

     

    “We are proud to deliver the first-ever global equity integrated marketing campaign for Lay’s using the universally beloved game of football as our backdrop,” shared Lorraine Chow Hansen, president, PepsiCo Global Snacks Group.

     

    “As a leading macrosnack brand around the world, Lay’s now has a fantastic program that will maximize our brand message throughout globe,” she said.

     

    Vidur Vyas, Senior Director – Foods Marketing, PepsiCo India said, “Our global campaign with international football superstar Messi offers consumers an exciting opportunity to engage with the brand. True to tradition, the launch of new Football Favourite flavours will offer taste delight, international flavour appeal and the excitement of getting a chance to watch Messi play live.”

     

    Messi will also appear in a commercial for Pepsi and Lay’s – PepsiCo’s two global flagship brands that are both activating football programs in 2014.The commercial is the biggest global marketing initiative to feature both Pepsi and Lay’s products, and with football as a driver of awareness for PepsiCo’s food and beverage brands around the world, this campaign reflects PepsiCo’s broader strategy to combine the power of global brands, showcasing them better, together.

     

  • With the new partnership, Axis Bank aims to bring together two brands that are contemporary and progressive

    Axis Bank takes a progressive leap with ‘Badhti Ka Naam Zindagi’

    By A Correspondent

     

    After its earlier interpretations around the proposition ‘Badhti Ka Naam Zindagi’ was well received by consumers in India, leading private sector bank Axis Bank is back with a new comprehensive series that aims to take the proposition a step ahead.

     

    In its newest interpretation, Lowe Lintas + Partners has attempted to capture the meaning of progress for Axis Bank by bringing in Deepika Padukone as the new brand ambassador. With the new partnership, Axis Bank aims to bring together two brands that are contemporary and progressive. The campaign taps into the human side of Deepika, portraying instances from her life – as a daughter, as a friend and as an employer and how banking plays an integral part in her life.

     

    Rajiv Anand, President – Retail Banking, Axis Bank said, “The new film takes our brand positioning of ‘Badhti Ka Naam Zindagi…’ or Progress On… ahead. The campaign is based on the insight that progress means different things to different people and can also be defined differently for the same individual at different times. This insight is captured in our new communication which brings to life the ubiquitous and multidimensional nature of progress.”

     

    Being one of the first women celebrities to endorse a bank in India, the challenge for Lowe Lintas + Partners was to ensure that the association of Deepika Padukone with a bank, which is perceptually a male domain, came across as a well-considered decision on the part of the brand ambassador and not as a traditional endorser. The creative device that Lowe Lintas + Partners capitalized on was the traditional press conference setup which is being used not only to officially introduce the association but also reveal some of the offerings of the bank that would be playing a real role in her life.

     

    Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “Keeping the brand philosophy in mind and having got Deepika on board with us for the campaign, we started working how we can bring them together. There are many facets to progress, while monetary growth is important, it is also important to have value systems in place which Deepika as an individual seamlessly displays.”

     

    As part of its plans to reach out to the audience on digital platforms, Axis Bank has planned an extensive coverage around the campaign with thrust on digital and social media. The campaign will be promoted under the hashtag #DeepikaForAxis, and will be released subsequently on traditional media.

     

  • Some of the company's leading products/platforms to be handled by LinTeractive include Dabur Honey, Dabur Chyawanprash, Dabur Shilajit, www.liveveda.com and www.daburmediclub.com

    LinTeractive to handle digital duties of Dabur Healthcare & Foods

    By a correspondent

     

    India’s leading consumer goods company Dabur India has appointed LinTeractive, the digital division from Lowe Lintas + Partners to handle digital duties for its Dabur Healthcare & Foods division. Some of the company’s leading products/platforms that will be handled by LinTeractive include Dabur Honey, Dabur Chyawanprash, Dabur Shilajit, www.liveveda.com and www.daburmediclub.com.

     

    Expressing his views on choosing LinTeractive as the digital AoR for Dabur Healthcare & Foods, Krishan Kumar Chutani, Executive Vice President – Marketing (Healthcare & Foods) said, “Our association with Lowe Lintas + Partners has been a successful one. They’ve understood the core insights integral to our product offerings and have delivered solutions that have made us stand out in the marketplace. As we seek to extend our reach onto the digital platform, it was only apt that we hand over the reins to our trusted partner to bring us the desired results on the medium. We look forward to some forward-thinking solutions from LinTeractive that will help our brands stay ahead of the curve.”

     

    LinTeractive will be offering capabilities including search, social, web|mobile, monitoring, analytics and campaign activation.

     

    Vikas Mehta, Head of LinTeractive and CMO, Lowe Lintas + Partners said, “Our decade-long association with Dabur has been a mutually rewarding journey for the both of us. We are excited that LinTeractive has been entrusted with the mandate of creating interaction-marketing solutions for the healthcare products and platforms. We are keen on partnering Dabur in building their digital capabilities as we co-create digital success stories for their brands.”

     

  • Translates its core philosophy of ‘go for great’ to the external world

    Bajaj Finserv banks on ‘Go for great’ for first ever TVC

    By A Correspondent

     

    Leading financial services group Bajaj Finserv Ltd has unveiled its first ever TVC, conveying its brand philosophy of ‘go for great’ to its customers. While the group has been known for its nimble footed business approach and innovative products, it has never before communicated this directly to the external world.

     

    Bajaj Finserv, which has interest in lending, insurance, investment and advisory, has always believed in continuously improving its processes, by challenging the status quo and breaking its own benchmarks. For example its lending business, Bajaj Finance Ltd is not only a market leader in consumer durable loans, but also reduced the approval time for these loans from industry accepted 3 days to 3 minutes through its operational efficiency and further reduced it to 3 secs through its innovative EMI Card for its existing customers. On the insurance side, Bajaj Allianz General Insurance is known for one of the highest claim settlement ratios in the industry.

     

    In the new TVC conceptualised and developed by Ogilvy and Mather Mumbai, the communication brings out the core belief of the brand, ‘Let’s go for great’. It features veteran actor, Naseeruddin Shah to narrate this belief and has been directed by Abhinay Deo.

     

    Sanjiv Bajaj – MD, Bajaj Finserv Ltd. said, “We established our financial services businesses with a pre-existing legacy of greatness. As we grow in size and stature, the pursuit for greatness has always been the core belief around which the group has shaped up. We believe that Bajaj Finserv is a partner and enabler in the lifestyle of its customers and will only provide the best financial solutions at various stages of the customer’s life. Our first ever TVC mirrors this brand vision and intends to establish what Bajaj Finserv stands for.”

     

    Manish Jain – Group Marketing Head, Bajaj Finserv Ltd. said, “We at Bajaj Finserv have always been focused on pursuing the brand philosophy in everything we do, as clearly displayed by the series of innovative products and industry firsts. While we were very clear about the strong brand beliefs internally, it was essential we convey the same to the external world. This desire lead us create the brand’s first external communication campaign in partnership with Ogilvy Mumbai.”

     

    Abhijit Avasthi – National Creative Director, Ogilvy and Mather said, “Bajaj Finserv is a successful financial services brand that does not rest on its laurels. It reminds us that success is just the start of another journey and this journey to greatness is endless. The launch film captures this essence.”

     

     

     

  • The Label serves as a guide that helps the reader wade through the world of style and sophistication with precision

    Jack In the Box refreshes digital offering for The Label

    By a correspondent

     

    TheLabel.in by Louis Philippe, an e-content platform that chronicles the lifestyle of the truly discerning man of today has been re-launched on 18th June 2014 with a renewed focus on new and emerging social trends.

     

    With a strengthened emphasis on men’s fashion and grooming, The Label serves as a guide that helps the reader wade through the world of style and sophistication with precision. The fresh take on the content ensures that it is light, witty, sharable, topical and engaging for the style seeker. With expert contributors on board, TheLabel.in, aims to be a ready reckoner for quick men’s fashion. For the record, The Label has more than 300,000 subscriptions and gets more than a million unique visitors every year.

     

    Packed in with new features such as ‘The Lighter Side’, the platform offers an element of humour in fashion and lifestyle trends, making the content more approachable for individuals who want to stay connected. Another exciting addition, ‘The Wish List’, a weekly thematic compilation of various products and features from across the web, offers the consumers a wider perspective on the things that they like reading about or watching on the web. These new aspects of the platform are sure to garner a greater level of interest from a consumer who enjoys snippety content that is easier to absorb.

     

    Abhishek Razdan, SVP and Business Head, Jack In The Box Worldwide Mumbai, shared, “Content is central to our strategy on Louis Philippe. Today’s generation is not interested in consuming boring product messages. They are looking for meaningful engagements and their expectations from brands are no different. Unless, you are of utility to them, you’ll keep getting discarded. The success we’ve seen on The Label strengthens our belief that Content is the best way to engage with this always-on generation. Our clients at Louis Philippe are equally ambitious about The Label and in the coming months you’ll see more strategic assets being created under The Label umbrella.”

     

    Sridhar Rajaram, Head of Marketing at Louis Philippe said, “It’s been our stated intent to consciously invest in creating world class content that delivers the brand purpose of acting as the definitive lifestyle guide for the arrived Indian male of today. The Label is our platform that gives life to this intent. Across media and more specifically in the digital space, we realise that consumers are constantly interacting not with brands, but with content that is of interest to their life stages and hence it was important that we, as a brand defined our point of view in such interactions. This revised and refined website created by our digital partners Jack In The Box, establishes the brand credentials even more strikingly than it did earlier and we are sure will set new benchmarks in the space of content marketing.”

     

  • Atul Ahluwalia moves to new role of Vice Chairman, India while Dilip Yadav has been promoted to Managing Director Client Services and will also lead Weber Shandwick's Creation brand

    Weber Shandwick strengthens India leadership team

    By A Correspondent

     

    Weber Shandwick has announced the strengthening of its India leadership team. Atul Ahluwalia, formerly managing director, takes on a new role as vice chairman and will continue to lead the firm’s India operations. Dilip Yadav, formerly deputy managing director, has been promoted to become managing director – client services and additionally is appointed managing director of Creation, one of Weber Shandwick’s best-in-class engagement brands.

     

    Also, Carolina Bajaj joins the firm from Edelman and has been appointed deputy managing director, India. Bajaj will be responsible for overseeing the Weber Shandwick Mumbai and Bangalore operations, as well as the India practice teams. Bajaj joins the India senior management team alongside Ahluwalia, Yadav and Mabel Phoon, executive vice president, operations, India.

     

    Bajaj comes to Weber Shandwick from Edelman, India, where she led their India Corporate practice and was head of their West Region, India. She has more than 14 years of experience in public relations across corporate, aviation, real estate, sports, tourism and consumer sectors. She has also previously worked for the Wadia Group.

     

    “Atul continues to deliver strong leadership in India. His new role reflects his stature in the local market,” said Tim Sutton, chairman of Weber Shandwick Asia Pacific. “Dilip’s new roles are testament to his supreme aptitude to build strong, successful client relationships.”

     

    “We are also delighted to welcome Carolina. She holds all the cards to grow our operations in Mumbai and Bangalore significantly and is a great addition to our India-wide leadership team,” said Sutton.

     

    Yadav will continue to report to Ahluwalia but will have additional dotted reporting lines to Baxter Jolly, vice chairman, Asia Pacific, for his client services role, and George Coleman, president of Creation worldwide. Bajaj will also report to Ahluwalia, with dotted reporting into Jolly.

     

  • The campaign aims at communicating that white teeth can enhance one's smile and hence one's selfie

    Red Fuse delivers ‘Visible White Selfie’ for Colgate

    By a correspondent

     

    Red Fuse Communications, WPP’s full-service integrated global agency has designed and implemented an engaging digital campaign for Colgate Visible White. Through this campaign, very aptly titled ‘Visibly White Selfie’, it aims at communicating that white teeth can enhance one’s smile and hence one’s selfie.

    Shubha George

    Shubha George, CEO, Red Fuse Communications, said “We realized that consumers spend a great deal of time on their looks but not on their teeth. Often a beautiful picture with a charming smile is marred by discolored teeth. We wanted to communicate that it is important to make sure that one’s teeth also look their best to complete the beauty regimen.”

     

    To build awareness around health and beauty, the agency known for providing customized and innovative solutions, designed the Visible White Selfie campaign. Through this campaign the agency will engage with audiences on digital platforms to emphasize how Colgate Visible White enhances their Selfie, by making their teeth one shade whiter in just 1 week.

     

    The campaign will pose the question ‘Your selfie is incomplete without a picture perfect smile. Are you ready for your best Selfie?” In response to this question, users are encouraged to click selfies and upload their best pictures on Colgate India’s Facebook page or through the mobile app. The perfect selfie uploaded will be autographed by Sonam Kapoor.

     

    Users can then enhance their smile and whiten their teeth with Colgate Visible White regimen.

     

    The campaign will conclude on 30th June, 2014.

     

  • Eleven consumers to get a once in a lifetime chance to win a trip to Europe and watch Messi and Ronaldo in action

    Galaxy 11 football stars to work their magic for Samsung Galaxy 5

    By A Correspondent

     

    Samsung Electronics Co. Ltd. has launched an exciting football theme campaign for its newest flagship device, the Galaxy S5, in India. The global consumer marketing campaign, titled ‘Galaxy 11’, features 13 top football players from around the world using Galaxy S5 and other Samsung devices in an attempt to save the planet from alien domination in a football match.

     

    Elated at the launch of the campaign, Asim Warsi, V.P., Marketing, Mobile & IT at Samsung India said, “Samsung’s marketing history has been about creating unique campaigns and this new campaign embodies the same philosophy by combining the best of two worlds – Technology and Sports. To further encourage consumer engagement and celebrate the spirit of the football season, we have launched exciting consumer offers including free trips to Europe and other attractive advantages for our consumers.”

     

    The new campaign captures the training regimen of three of the best football players in the world - Lionel Messi, Cristiano Ronaldo and Wayne Rooney - supported by Samsung Galaxy S5. Samsung devices equipped with features like water-resistant functionality, faster auto-focus, heart rate monitoring and dedicated fitness tools, allow players to perform at their very best.

     

    Samsung has also launched a consumer promotion offer for a free trip to Europe. Among the consumers who purchase a Galaxy S5 between June 14 and July 15, 2014, 11 lucky winners will get an opportunity to win a sponsored trip to watch Lionel Messi and Cristiano Ronaldo in action in Europe. In addition, consumers are being offered delightful schemes such as Rs. 10,000 exchange value on their old smartphone, pickup – drop care service and one time screen replacement on purchase of Galaxy S5.

     

    To support this campaign, Samsung has also released the Galaxy 11 Anthem to celebrate the unifying spirit of sports and fervent ardour of football enthusiasts across the country. The video has been shot by music video director Chris Sims of DNA (Usher and Christina Aguilera) working with famed choreographer Jamaica Craft to create the upbeat football “dance” for this summer.

     

    The Galaxy 11 squad includes: Lionel Messi (Argentina; Captain), Cristiano Ronaldo (Portugal), Wayne Rooney (England), Mario Gotze (Germany), Oscar dos Santos (Brazil), Wu Lei (China), Stephan El Shaarawy (Italy), Victor Moses (Nigeria), Radamel Falcao (Colombia), Lee Chung-Yong (South Korea), Iker Casillas (Spain), Landon Donovan (United States), Aleksandr Kerzhakov (Russia) and Franz Beckenbauer (Germany; Manager).

     

  • The campaign captures the essence of spending time with a close knit circle of friends

    Parle opts for ‘Apna Circle’ credo for Marie

    By A Correspondent

     

    Parle Products has launched an ad campaign for Parle Marie. Titled ‘Apna Circle’, the campaign consists of TV commercials that have been directed by Indian film director Imtiaz Ali and captures the essence of spending time with a close knit circle of friends. The campaign which has a total of four TVCs has been conceptualized by Everest Brand Solutions.

     

    Set in various situations, the TVCs revolve around the brand idea - ‘Baatcheet bakbak aur Parle Marie’. The TVCs highlight the meeting of friends and conversations that follow; be it the camaraderie amongst youngsters while discussing love interests, gossip sessions about husbands and mothers-in-law. All this while munching on a pack of Parle Marie, a conversation companion.

     

    Said Pravin Kulkarnii, General Manager – Marketing, Parle Products, “Chit-chatting with friends is an integral part of Indian culture. The East zone is a very big market for Parle Marie and the films have been influenced by the Bengali concept – ‘Adda’. Everyone can relate to this concept of circles because all of us belong to one circle or another, be it college buddies, friends at the Gym or those we meet at Clubs. Through ‘slice of life’ situations, Parle Marie aims to connect with these special circles.”

     

    Added Imtiaz Ali, director of the TVCs, “The four TVCs are simple and straightforward. We have kept the films simple and realistic but at the same time there is brightness in them, not only in the look but also in behavior. All the scripts had a spark and were interesting. The biggest point, I think, is the atmosphere we have created through all TVCs – circles of different age groups; each circle sits with chai & having Parle Marie while chatting & laughing and is the perky part of every day.”

     

    Mayank Shah, Group Product Manager, Parle Products said, “The campaign captures regular casual situations perfectly. Moments that are spent with a close group of friends should always be fun and relaxed and our aim was to associate Parle Marie with comfort, amusement and a part of every friend circle.”

     

  • The TVC showcases how Honda is carrying forward the legacy of brand Activa by further strengthening and expanding its foothold through the new two-wheeler in a hitherto unexplored 125 cc sub-segment

    Honda unveils new campaign for Activa 125

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has commenced its new Ad campaign titled ‘Step-up’ for its latest entrant in the ATSC (Automatic Scooters) category- Activa 125. The TVC has been created by Dentsu Marcom and is running on air across channels. The new TVC showcases how Honda is carrying forward the legacy of brand Activa by further strengthening and expanding its foothold through the new two-wheeler in a hitherto unexplored 125 cc sub-segment.

     

    The objective of the campaign was to build on the legacy of Activa, and position the newest launch Activa 125 as the undisputable choice for the ‘nicest people’ who have not just progressed in life, but also created a lot of goodness and niceness with every step up in life.

     

    “Honda, the undisputed leader in 100-110 cc sub-segment of the ATSC segment, now aims to further strengthen the legacy of brand Activa with the new Activa 125. It delivers superb power and exciting pickup. Activa 125 comes with HET – Honda Eco Technology that gives it a world class mileage. Other exciting features- metal body, digital meter and telescopic suspension allow customers to step up with style in life like never before,” shared YS. Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd.

     

    “Owner’s pride is known to cause neighbour’s envy. But we realised there are exceptions. We applaud and feel happy for people who are nice and cheerful. When we were briefed on the new 125cc more powerful, more stylish variant of the iconic Activa scooter of Honda, we thought it’s a clear story of upgrade. So instead of going the regular path of envy, we zagged,” shared Titus Upputuru, NCD Dentsu Marcom.

     

    “There comes a time when one simply basks in the glory of a journey well-travelled, of a life well lived. It isn’t flash or pomp or pageantry that matters. Instead, there’s a confident assertion of one’s identity that’s evident to all those around.  And a perfect partner for all such people is the Activa 125. Step Up to greater power, the fantastic legacy of India’s largest scooter brand and let the world celebrate as you ride on,” said Anand Murty, VP Planning- Dentsu Marcom.

     

  • Ranked No. 1 in Kantar World panel's 2014 Brand Footprint report

    Colgate retains #1 spot as ‘Most Chosen Consumer Brand’ in India

    By a correspondent

     

    Colgate has retained the No. 1 spot as the ‘most chosen consumer brand’ in India, in the 2014 Brand Footprint report by consumer knowledge and insights firm, Kantar Worldpanel. This is the third consecutive time that Colgate has been ranked No 1, across the FMCG and Personal Care category.

     

    The study highlights that in addition to leading the category in India, Colgate also outshined in global rankings. Colgate retained its position as the second most chosen brand globally in a list of the top 50 brands.

     

    The brand that revolutionized Oral Care with innovative products such as Colgate Maximum Cavity Protection plus Sugar Acid NeutralizerTM and Colgate Visible White, earned the top spot in the health and beauty categories, globally. An analysis in the report stated, “In the country rankings, Colgate remains the most-chosen health and beauty brand in a total of 16 countries.”

     

    Prabha Parameswaran, Managing Director, Colgate-Palmolive (India) Limited said, “We are delighted that Colgate continues to lead consumer preferences not just in Oral Care but across all FMCG. This reaffirms our commitment to deliver irresistible consumer propositions backed by latest technologies across the price spectrum. At Colgate, it’s our constant endeavor to ensure that we offer consumers in India the best Oral Care solutions for their needs and make that available to them at arm’s reach. Millions of consumers repose their trust in Colgate and that serves as a beacon for everything we do”

     

    The ranking in this study is based on a metric created by Kantar World panel called Consumer Reach Points, which measures each time a shopper chooses a brand. The report states that Consumer Reach Points are up 2.4 per cent in the emerging markets, with Asia being the fastest growing region. According to the report, “The 2014 Brand Footprint ranking reveals that the last year has presented a challenging environment for global consumers and brands. Food price inflation has been stubbornly high and levels of unemployment remained constant around the world. Yet in the face of these challenges consumer confidence has been stable.”