MxMIndia

Category: PRODUCTS

  • Seeing the response, a subsequent video was released a day later where Milind clarified the confusion on #7HourMarathon and discussed the importance of good sleeping habits

    Duroflex & Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman

    By A Correspondent

     

    Happy mcgarrybowen has conceptualised the #7HourMarathon campaign for Duroflex. The campaign launched when Milind Soman rolled out a tweet saying how he planned on doing a 7-hour-marathon every day. But little did his followers know, the marathon he was talking about was seven hours of continuous sleep. This digital stunt was initiated to bring attention to the cycle of disrupted sleep that has taken over this generation.

     

    Said Mathew Joseph, Director, Marketing, Duroflex: “As a company, we have a strong lineage in this industry and understand the importance of sleep.  We are highly committed to the cause of helping India sleep better.  We really wanted to raise awareness around the importance of sleep. In Milind Soman, we found a credible voice to drive this message across. The #7HourMaratahon initiative was a great conversation starter to get people to make a very important lifestyle change. We believe in energising India”

     

    On the campaign, Naren Kaushik, Senior Creative Director, Happy mcgarrybowen said: “Most of the audience we were talking to consume about 2.5-3 hours of social media on an average every day. A chunk of it also happens just before bedtime. The reason to pull this activation off in the social media space was evident in the consumption patterns. Add to that, an influencer like Milind Soman, who is followed by thousands of people with genuine interest in an active lifestyle, helped to capture our messaging effectively. The #7HourMarathon seemed like a perfect little stunt to tie ‘Marathon-Man’ Milind and our campaign together.”

     

     

  • The new campaign will further strengthen the company’s digital payments efforts in the metros

    Mastercard uses #KhulGayiLife to promote use of debit card for everyday payments

     

     

    Mastercard has launched ‘KhulGayiLife’, its latest campaign aimed at accelerating the country’s ongoing shift from cash to digital payments. The new campaign that’s created by McCann will further strengthen the company’s digital payments efforts in the metros with an increased focus on the Tier 2 and 3 cities.

     

    Commenting on the launch of #KhulGayiLife, Manasi Narasimhan Vice-President, Marketing and Communications said: “Mastercard has always been at the forefront of creating a trusted payment gateway and is leading the effort to build a digitally empowered socio-economic ecosystem. We have been supporting the Indian government’s agenda of establishing India as a cashless society through our technology solutions, partnerships and investments in the country. To further accelerate the acceptance of digital payments, we have launched #KhulGayiLife, our latest marketing campaign. Through this, we aim to reach out to consumers across metros and Tier 2 and Tier 3 cities over the next few months. We are confident that this campaign will bring forth the true potential of digital payments thus establishing Debit Cards as a safe and secure payment option.”

     

     

  • The film was helmed by Konkana Sen Sharma and features model and actor Tara Sharma

    Nykaa celebrates strides made by Indian women in latest brand campaign

    By A Correspondent

     

    Multi-brand online beauty retailer Nykaa has launched its maiden campaign conceptualised by Mullen Lintas. The campaign is a celebration of confident and successful strides made by women in different walks of life. The film was helmed by Konkana Sen Sharma and features model and actor Tara Sharma.

     

    Speaking about the campaign, Virat Tandon, CEO – Mullen Lintas said: “It’s a great time to be woman. They are challenging stereotypes, dismissing the status quo. There is a definite and positive shift in the way women are embracing power and success. And it’s exactly this unapologetic assertiveness that we are applauding in our campaign for Nykaa.com. We are really proud to partner them in their maiden campaign ”

     

    Added Falguni Nayar, Founder & CEO, Nykaa.com: “At Nykaa we believe things are improving for women in terms of greater opportunities to participate and achieve in diverse field of work. Traditional stereotypes of what roles were suitable for women are being broken – we have a woman as a Defence Minister, earlier as Commerce Minister, we have women as pilots, we have actresses being able to embrace motherhood, and women are achieving greater heights in sports. We believe these are good times for women, a time to celebrate how women have embraced multiple and diverse roles – they believe in themselves and dream for themselves. Women want to be the primary actor of their life. We partnered with Mullen Lintas with their great reputation for helping brands deliver their message on traditional as well as new mediums and we are really happy to have none other than Konkana Sen Sharma’s artistry to bring the message to life.”

     

     

  • Becomes the first women cricketer to sign bat endorsement deal with CEAT

    Ceat signs endorsement deal with Harmanpreet Kaur

    By A Correspondent

     

    Ceat Ltd has announced its association with cricketer Harmanpreet Kaur, for a period of two years. The bat endorsement deal makes Kaur the first woman cricketer to sign such a deal and join the likes of Rohit Sharma, Ajinkya Rahane and Ishan Kishan on board.

     

    Commenting on the partnership, Nitish Bajaj, Vice President – Marketing at Ceat, said: “The profile of women’s cricket has had a staggering increase with the 2017 World Cup itself proving to be one of the breakthrough tournaments. The Indian Women’s Cricket team has been performing brilliantly over the years and we at Ceatstrongly believe in supporting the sport. We are proud to sign Harmanpreet Kaur as our first women cricketer on board, who has been an inspiration to budding cricketers on and off the field. We believe that her dynamic personality combined with her performance on the field represents the values that Ceat believes in.”

     

     

  • Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer attention on YouTube

    Vivo’s ViewTube delivers unique creative solution

    By A Correspondent

     

    Vivo has rolled out a digital campaign ViewTube giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer attention on YouTube.

     

    Speaking on the campaign, Kenny Zeng, CMO, Vivo India said: “Vivo has always strived for innovation in all its aspects – right from products to our marketing approach. With the launch of our new digital campaign, we aim to market Vivo V7 in a non-intrusive way to our consumers.”

     

    Added Rajiv Dingra, founder and CEO, WATConsult: “The digital marketing world is evolving with newer advertising concepts being introduced every day. Today, consumers prefer relevant content which delivers the intended message quickly and with some quirk. The ViewTube campaign has rightfully delivered on the requirement of Vivo’s new age consumers.”

     

     

  • The company’s new positioning of ‘Life ka Take-Off’ implies the transformational growth in the lives of its customers

    IndoStar Capital Finance Limited believes every life deserves to take-off, in latest brand campaign

    By A Correspondent

     

    IndoStar Capital Finance Limited has unveiled its new brand positioning that signifies of IndoStar as a Non-Banking Financial Company (NBFC).

     

    Conceptualised by Grey, the new brand campaign refers to the upward change of trajectory that IndoStar initiates through its advice and products.

     

    Said R Sridhar, Executive Vice-Chairman and CEO, IndoStar Capital Finance Limited: “As our offering moves to B2C, we felt a need to communicate in a succinct and lucid manner. We wanted our brand identity to be distinctive and have a consumer friendly touch and GREY has helped us in doing just the same. Our new tagline “Life ka Take-Off” reflects our commitment and responsibility to lead the transformational growth in the lives of our customers by offering the best of advice and products. We are happy to associate with GREY which has done a magnificent job in portraying IndoStar to the outside world.”

     

    Adding about the new campaign, Sandipan Bhattacharyya, Chief Creative Officer, Grey said: “Our starting point was the new purpose of IndoStar and how we could humanize it and, translate it into a gesture that captures the soaring spirit of middle India. The team then used slices of peoplesÂ’ ambition to embed this gesture, hopefully into popular culture. ‘Life ka take-off’ is a campaign that’s encouraging, reassuring and positive; just the kind of thrust millions of Indians need today”.

     

     

  • A TVC capturing the essence of TECNO’s promise of ‘Magic in any light’ through Camoni

    Tecno unveils ad campaign to promote ‘Camoni’

    By A Correspondent

     

    Tecno Mobile has announced the launch of its ad campaign for its smartphone Camoni. The campaign is created by Creativeland Asia and is directed by Kartik Ramnathkar and produced by MayurGoel.

     

    Commenting on the TVC, Gaurav Tikoo, Senior Vice President Marketing, Transsion India, said: “Seizing the fun and worthwhile moments in a day and sharing it with one’s friends and folks is a trend of this insta-age. Riding on this trend, Tecno’s Camoni series has been designed for the spirited people who like to keep up with such drifts in a generation. Through this TVC, the idea was to bring its superlative camera features to the fore and highlight Camon i’s brand promise ‘Magic in any light’.”

     

    On the launch film, Anu Joseph, Chief Creative Officer, Creativeland Asia, said: “Two truths define this film. The first one is that young people today document their entire lives on their smartphone cameras. And the second truth is that TecnoCamoni has some of the greatest features on both its cameras that make it the best to take pictures in any kind of light (you should actually see the pictures it can shoot in the lowest of lights to believe it). The film is a portrayal of both these truths.”

     

     

  • To do well in exams, students must study in a stress-free environment without the fear of failure

    Horlicks hopes to keep stress levels in check with ‘Fearless Kota’

    By A Correspondent

     

    Kota has been in the news given the recent Tata Institute of Social Sciences study. And then there’s this new Horlicks campaign titled, ‘Fearless Kota’ crafted by FCB Ulka.

     

    Said Swati Bhattacharya, CCO, FCB Ulka: “It’s like Mother Teresa said – ‘The hunger for love is much more difficult to remove than the hunger for bread.’ Students in Kota have access to the best faculty and world class facilities, but they’re missing a fundamental need that is as biological as the need for vitamins. We’ve termed this “emotional nutrition”, and Fearless Kota is our way of showing its power.”

     

     

  • The 360 degree marketing campaign has been designed to drive communication around the brand’s flagship sale

    Jabong pushes its ‘Big Brand Sale’ with pan-India campaign

    By A Correspondent

     

    The sale was until yesterday, January 28, but here’s news on what Jabong did to promote the third edition of its ‘Big Brand Sale’. As part of the campaign, Jabong launched a 30-second television commercial, where the ‘Big Brand Sale’ was depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”.

     

    Conceptualised and scripted by Happy Mcgarrybowen, the TV commercial aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. Said Gunjan Soni, Head – Jabong: “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”

     

     

  • Kicks off with a powerful film featuring children talking about the daily instances of academic pressure they face due to comparison by parents

    Mirinda unveils second edition of ‘Release The Pressure’ campaign

    By A Correspondent

     

    Last year, Mirinda had a campaign based on the exam pressure kids face because of parents. This year, with the second edition of its ‘Release The Pressure’ campaign, the brand is making this voice louder and bringing to the forefront the issue of constant comparison by parents.

     

    The film, conceptualised by creative agency BBDO and created by acclaimed director Shoojit Sircar, aims to make parents realise how situations of constant comparison can lead to lower self-esteem amongst teenagers.

     

    Speaking about the film, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, said: “Mirinda’s ‘Release The Pressure’ campaign stems from an insight that homes turn into pressure zones as exam season approaches. Parents have good intentions at heart but sometimes their motivation methods end up being stressful for their kids. Continuing the momentum of the first edition of the campaign, our goal this year is to help people understand and acknowledge that constant comparison is detrimental to a student’s performance.”

     

    Added Josy Paul, Chairman and Chief Creative Officer, BBDO India: “As a popular national brand, Mirinda stands committed to its teenage audience and their interests. In the latest campaign, we’ve built on last year’s brand idea ‘Release The Pressure’ by decoding the actions that add pressure in the teenager’s life. One big action or pressure point is the constant comparison that parents use to push their children. The campaign focuses on this unhealthy behavior of constant comparison – that is known to lead to depression in children. The campaign encourages parents to discuss constructive ways to support their children, especially during exam time.”

     

     

  • Conceptualised by What's Your Problem Brand Solutions Pvt.Ltd., the campaign is led by a social experiment followed by a web series that encourages parents to spend quality time with their kids

    Kores emphasizes on spending quality time with kids

    By A Correspondent

     

    As a leader in the clay category in India, Kores wanted to shift the attention from traditional ways of playing to creative and innovative ways of playing together with parents. The campaign aims at introducing this product to its target audience with a proposition that would make playing with clay a bit more meaningful not only for the kids but also for the parents.

     

    Said Amit Akali, Managing Partner & Creative Head and Tejas Mehta, Co – Founder and Director – Account Management and Strategy – What’s Your Problem: “We were clear that this is not about making a regular ad film. The insight is much deeper and needed a tool that would bring the insight alive beautifully. Research pointed out that parents do spend time with their kids but it is not always quality time. They are busy with their work and the kids are left unattended in spite of them being around. We wanted to highlight this fact and make people realise that some behavioural shift is required to spend quality time with kids.”

     

    Added Sameer Mehta, Executive Director – Kores India Ltd: “We are excited about the entire ecosystem that brings the product alive. We believe that this is one effective way to engage parents and kids and bring them to the table to innovate and play together. Also, each webisode helps build a unique piece that completes the carnival theme associated with the Do It Together Kits. These webisodes are panned across a period of five weekends to help parents inculcate a new habit of spending quality time with their kids. We also hope this eventually becomes a part of the daily routine and is adapted by schools too.”

     

     

  • The ‘Generations Apart’ film uses parents’ expectations of their children through the father/son relationship as a foundation for the social experiment

    Heineken hopes to unite generations via latest campaign

    By A Correspondent

     

    Heineken has launched an India-specific ‘Generations Apart’ campaign to address the father-son communication gap, a social norm prevalent in India, but an issue found worldwide. The experiment aims to surface invisible barriers and inspire open discussion.

     

    Said Samar Singh Sheikhawat, Senior Vice-President (Marketing), United Breweries Limited: “With Generations Apart, Heineken has launched a campaign that is attuned to the Indian market for the very first-time. India is a key market for Heineken, and we are committed to exploring innovative avenues to engage with the Indian consumer. With the current generation gap and polarising opinions in the country, we felt it apt for us to play a part in providing a platform for people to open their world and spark positive conversations.”

     

    Added Gianluca Di Tondo, Senior Director Global Heineken brand: “Open Your World gives us an unprecedented opportunity to help change attitudes and spark conversations between different ages, genders and cultures. This campaign reinforces our belief that you can build true human connections and break down barriers when you enjoy shared experiences”.