MxMIndia

Category: PRODUCTS

  • Conceptualised by Lowe Lintas, the campaign rolled out nationally with a combination of TV, digital and CaratLane’s social media channel

    CaratLane unveils ‘The New Expressions of Love’ campaign for Valentine’s Day

    By A Correspondent

     

    CaratLane has tapped into the emoji-speaking, meme-sharing and self-expressive nature of millennials with an upbeat Valentine’s campaign titled the ‘New Expressions of Love.’ Conceptualised by Lowe Lintas, the campaign rolled out nationally with a combination of TV, digital and CaratLane’s social media channel.

     

    Talking about the campaign Atul Sinha- Senior Vice President Marketing, CaratLane said: “The New Expressions of Love’ campaign beautifully captures how we’ve made precious jewellery the coolest (yet affordable) way to express your love this Valentine’s Day. Every design from our Valentine’s collection comes with an expression, all you have to do is choose yours. If she makes you LOL all the time, then tell her so with the smiley ring!”.

     

     

  • The fashion retail brand claims to be speaking the language of GenZ to boost its winter collection sale

    Brand Factory does a ‘dhoka’ with #KTPD campaign

    By A Correspondent

     

    We’ve seen it being used in Bollywood, so it’s assumed that it will be cool in advertising too. Assuming that its target audience will be tickled by the campaign, Brand Factory and its agency IdeateLabs launched what it says is a  quirky campaign titled ‘Khade Thand Par Dhoka’ (#KTPD). This is what a communique says: “This campaign was inspired by KLPD – a popular slang that never fails to grab attention. While KLPD meant things going wrong in general, KTPD stood for things that go wrong in winters.” Well, KLPD may mean things getting messed up, but the ‘L’ in the abbreviation refers to a male body part and is definitely not in good taste.

     

    A communique says that through Facebook and Instagram, the message has reached over 10 million people, even as two lakh users engaged with it, but we aren’t certain whether this was achieved via paid campaigns.

     

    Said Roch D’Souza, Marketing Head, Brand Factory: “Although we are known for great range of apparel at smart prices, we are not known for the winter collection category. Winter was a great opportunity to tell our customers just this through the campaign. And, what better than to have a category at its peak time on great discount! Results: a phenomenal success.”

     

    Added Ashish Rana, Business Head, Ideate Labs: “All fashion brands advertise for their winter collection and some players have large winter sales that are already extremely popular. Our task was to not only bring Brand Factory into the consideration set, but lead them to the stores. We created a campaign that truly cut ice with our audience, generated a whole lot of conversations, and better – led to an increase in footfalls!”

     

     

  • Brand Ambassador Deepika Padukone plays a quirky traffic cop in the new TVC

    Goibibo gets Deepika Padukone to promote GoCash+

    By A Correspondent

     

    Goibibo announced the launch of its new TV campaign with brand ambassador Deepika Padukone. The campaign highlights Goibibo’s e-wallet service – GoCash Plus and the benefits of the GoCash Plus feature on Goibibo’s platform.

     

    Said Rajesh Magow, Co-Founder & CEO-India, MakeMyTrip: “GoIbibo has been at the forefront of product innovations in the online travel aggregation space and GoCash+ is a great value proposition to increase engagement and retention amongst existing and potential customers. Collaborative consumption has emerged as a concept and is fast gaining speed in the Indian e-commerce segment as well. GoCash+ has been built on this concept. Since its launch, Goibibo has seen a huge traction on its platform and we feel with Deepika’s presence as the brand ambassador of Goibibo, will further help us build a huge amount of trust and reliability amongst customers with regards to hotel research, planning & booking on our platform and thereby, further our larger business objective of expanding the category and increasing our market share in the online hotel booking segment.”

     

    Commenting on the new marketing campaign, Saujanya Shrivastava, Group Chief Marketing Officer added: “The campaign is in line with the organization’s business strategy of online hotels category expansion and new user acquisition thereby driving growth for the travel industry at large. Goibibo’s natural appeal is with a younger, tech savvy, transaction focused customer. Traveling is more spontaneous and is always on their minds. Therefore, they are always planning and saving for trips. So the smarter they travel, the more they travel. Every rupee saved means more miles traveled. Leaning in on this insight, through this campaign, our aim is to connect with our audience via a quirky, engaging narrative that encourages users to leverage their socio-sphere to land not just great savings for themselves but also for their family and friends.” The company has launched a 360-degree marketing campaign created by Publicis Capital.

     

     

  • The challenge was to resonate with their temperament, while seamlessly incorporating Varun’s style and fashion sense

    Varun Dhawan flaunts new moves in latest campaign for Lux Cozi

    By A Correspondent

     

    Lux Cozi is taking a step forward to increase its exposure and strengthen its connection with the masses via its latest campaign starring Varun Dhawan.

     

    Said Ashok Todi, Chairman, Lux Industries: “Besides being talented and versatile, Varun has a stature and appeal that resonates well with Lux Cozi’s philosophy of ‘Sunotohapnedilki’. The response to Varun’s association with the brand has been phenomenal – the TVC crossed 1.5 million views in just 4 days.

     

    Added Anuraag Khandelwal, ECD & Creative Head, Soho Square, Mumbai: “Most Indian celebrities shy away from showing themselves in the actual underwear. But Varun was absolutely comfortable and confident in doing so. This helped us make a better connection with today’s youth that is comfortable in their own skin. We also found that Varun embodies the characteristics that we want the brand to stand for. And with this TVC, we were able to marry all of them in an emotionally engaging, fresh and surprising manner.”

     

     

  • The film is being aired on national TV channels and can be watched during the ongoing India-South Africa cricket matches

    Ambuja Cement showcases its unbreakable strength in latest campaign

    By A Correspondent

     

    Ambuja Cements has rolled out its latest campaign that imbibes its underlying message of unbreakable strength. The latest film by Triton Communications takes the proposition forward with a new twist while reiterating its core message of strength.

     

    Said Ambuja Cement MD & CEO Ajay Kapur: “So far, all our advertisements have had a positive impact on our audience which is why they are relevant even today. The commercial has been executed flawlessly and it perfectly reflects our brand building strategy. 2018 will be a promising year for the cement industry and this advertisement will further help us strengthen our position in the market.”

     

     

  • The campaign questions the ardent followers of traditional big bikes

    Dominar 400 challenges the elephants again in latest campaign

    By A Correspondent

     

    Bajaj Auto’s Dominar 400 has unveiled a new campaign that questions ardent followers of traditional big bikes about their choice by highlighting shortcomings and encourage them to move on to modern-day motorcycling.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy West (India): “The ‘Haathi mat Palo’ campaign started a new conversation amidst the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what will they choose to ride when they go touring.”

     

    Added Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country.  By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question – what’s size without performance? this follow-up campaign further establishes what are the essentials of new age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine.”

     

     

  • The branding, which covers the body of the Jet Airways Boeing 737 aircraft, will be visible to those boarding the airplane irrespective of the boarding method

    Audi India brands a Jet Airways Boeing 737 with #A5BratPack

    By A Correspondent

     

    Audi India gave wings to its #A5BratPack campaign through a brand activation with Jet Airways. Jet Airways’ Boeing 737 airplane is being used as an example of progressive Out-of-home (OOH) platform in the form of  an ‘Airplane Wrap’ promoting the Audi A5 product line up, aimed at Audi prospects and customers boarding flights from multiple domestic locations. The branding, which covers the body of the Jet Airways Boeing 737 aircraft, will be visible to those boarding the airplane irrespective of the boarding method.

     

    “The #A5BratPack targets the young minded population that is instantly recognizable, the ones who have always taken on stardom and success on their terms. The product line up packs in the design, sportiness and prestige of the Audi brand and appeals to the inner brat in us who is waiting to latch onto the excitement. The#A5Bratpack campaign had been a non-conformist concept since its conception and execution, and in line with our progressive marketing approach, we decided to go larger than life and use an aircraft as an Out-of-home (OOH) platform to promote our Audi A5 range,” said Rahil Ansari, Head, Audi India.

     

     

  • Maxus has been the media agency on record ever since the DTH service provider launched its operations in India in 2006

    Wavemaker India retains media mandate for Tata Sky

    By A Correspondent

     

    GroupM agency Wavemaker has announced the retention of media duties for Tata Sky. Maxus (now part of Wavemaker) has been the media agency on record ever since the DTH service provider launched its operations in India in 2006.

     

    Said Kartik Sharma, Managing Director – Wavemaker South Asia: “I am grateful to Tata Sky team for selecting us as their strategic media partners right from the start of their launch in India. Associating with Tata Sky for over a decade now has been an enriching experience for all of us. Tata Sky is one of our oldest client partners in India and we are extremely happy to continue our relationship with them. We are excited about our new global framework – ‘Rapid Growth Planning’ which will help Tata Sky in identifying growth opportunities and help in further strengthening the brand.”

     

    Added Malay Dikshit, Chief Communications Officer – ‎Tata Sky:  “GroupM has been associated with Tata Sky for the past 10 years and it was time that we scanned the media industry for best practices, great leadership and sound commercials. While there were some brilliant and very strong contenders delivering on all of these requirements, team Wavemaker stood a step ahead with their strategic steer and detailed planning. Tata Sky welcomes Wavemaker on board again.”

     

     

  • A unique narrative with 6 different endings featuring Parineeti Chopra as the protagonist

    Nivea Lipcare launches new digital campaign ‘Unlock your Sparkle’

    By A Correspondent

     

    Nivea has released its digital campaign titled ‘Unlock you Sparkle’ that has a series of six short, 30-seconds films, for Nivea Original Lipcare’s Sparkle range.Each of the films have a different twist and ending as per the type of the personality.

     

    Said Maximilian Wegener, Head-Nivea Skin Care Portfolio: “Nivea Lip Care is known to be the moisture expert around the world and the Original Care Lip Balm is the core of our assortment. In 2018, we wanted to offer an exciting, attractive limited edition to young consumers – six collectible sparkly outfits with Nivea classic original care inside. Right on trend of bling and glitter, these six sparkling outfits are an essential to every girl’s handbag. The campaign is quite unique as it is centered around expressing personality facets. Just like how every personality has multiple facets, our Nivea Lip Care Sparkle Edition has multiple colors. Each color represents a personality trait, be it boldness, creativity, drama, poise etc”.

     

    Commenting on the film, Parineeti Chopra said: “I love the new Nivea Sparkle lip care range and I know young girls would enjoy using them too. The digital film series is unique in its approach because of the six different narratives and it almost felt like shooting a film show-reel. I also believe that it is one the smartest campaigns as it portrays 6 different moods and personalities, and interestingly there is this one single product that suits them all”.

     

    Added Mark Mcdonald, Head of Creative, DigitasLBi, Mumbai: “Nivea’s Original Care Lip Balm has always been an essential part of any lip care routine. Now with the new limited-edition sparkle packaging, they are the perfect match to your style and personality as well. Given the level of interaction and personalization the digital medium offers, it made sense to do a film that allowed each colour and personality type to be explored in a fun way. The key of course was identifying the kind of personality types our TG would resonate with, and then fitting those types to each colour. Shooting the film was a challenge, given the unique format of six endings. But thanks to an amazing performance by Parineeti and great direction, we managed to pull it off well.”

     

     

  • The agency will manage the brand’s entire digital and social media mandate

    Indigo Consulting bags Garnier India’s digital portfolio

    By A Correspondent

    Publicis Communications’ specialised digital agency, Indigo Consulting, has won the digital duties for L’Oreal India’s personal care brand, Garnier India. The agency will look after the digital and social media mandate for the brand. The account will be handled out of the agency’s Mumbai office, and was won after a multi-agency pitch.

    Pankaj Sharma

    Speaking about bringing Indigo Consulting on board as its digital agency, Pankaj Sharma, General Manager, Garnier India said: “The team at Indigo displayed an indepth understanding of how to make our brands relevant on social media. This, coupled with their consumer-centric approach and their data-driven insights made us believe that they are the right partner for us. I am sure they will help us become the most loved beauty brand in India.”

    Rajesh Ghatge

    Added Rajesh Ghatge, CEO, Indigo Consulting: “We are glad to be working with Garnier to lead this digital evolution through meaningful content and deep engagement. Today, the burden of behaviour change is almost entirely on the traditional TV commercial. But at Indigo Consulting, we will make an impact by leveraging our ‘Play’ platform. Play uses data across social and other channels to create result-oriented experiences for the brand on digital. I look forward to our team creating some fantastic digital acts for this exciting brand.”

     

     

  • The NRI service by SBI include instant fund transfer, loan credit against fixed deposits, home and car loan application, among many others

    SBI exhibits benefits of its NRI banking services in latest campaign

    By A Correspondent

     

    Given the Indian diaspora being the largest in the world with over 15 million Indians living abroad, according to a United Nations survey in 2017, State Bank of India and its agency DDB Mudra have unveiled a new campaign.

     

    Said Dinesh Menon, CMO, SBI: “Communication of NRI services have mostly been centered around a bank’s international network / presence and the range of services a bank provides. So, it’s largely been at a very rational level.

     

    Added Shagun Seda, Group Creative Director, DDB Mudra West: “Everybody knows what SBI does, but what people don’t know is the subtle ways in which it touches our life and makes it easier. This becomes even more evident when you are working and living abroad. So instead of selling the NRI services to customers, we sold them a relatable family, a tricky situation and then everything else just fell into place.

     

     

  • The account size is estimated to be upwards of Rs 50 crore

    Havas Media bags integrated media duties of Muthoot Pappachan Group

    By A Correspondent

     

    Havas Media India has bagged the integrated media duties of Muthoot Pappachan Group (MPG), a leading financial services conglomerate along with business ventures in various other domains.

     

    The account size is estimated to be upwards of Rs 50 crore and will be handled out of the Bengaluru and Kochi offices led by Saurabh Jain, Vice President – South, Havas Media India.

     

    Said Sanjeev Shukla, Group Chief Marketing Officer, Muthoot Pappachan Group: “Being a legacy company, it is paramount that we maintain our reputation that has been shaped over decades with high quality practices towards helping ordinary men and women fulfil their dreams, while adopting and preparing ourselves for the next generation. Havas’ agility and consumer-centric approach has made us believe that they are the right partner for us. We hope this partnership takes the brand to newer heights and towards meaningful growth.”

     

    Added Anita Nayyar, CEO, Havas Media Group, India and South Asia: “We are excited to kick start the year with a legacy brand like Muthoot. Being in a highly regulated domain, consumer trust and transparency will be at the core of Muthoot’s marketing strategy. With this win, we have strengthened our operations in the South and are aiming to expand our footprint. We look forward to a meaningful association and to add to the relationship of belief and trust with customers that Muthoot has built since 1887.”