MxMIndia

Category: PRODUCTS

  • The brand offers a wide array of switches and with the launch of the Home Automation Solutions

    Mullen Lintas celebrates laziness in latest film for Crabtree

    By A Correspondent

     

    Mullen Lintas Delhi has conceptualised the latest campaign for Crabtree to promote its Home Automation solutions. In this campaign, Mullen Lintas highlights how with Crabtree Home Automation Solutions, an eccentric billionaire celebrates laziness in its truest sense. While his maids and butlers are frustrated about feeling unemployed, the film playfully demonstrates the angst in them.

     

    Commenting on the creative strategy, Shriram Iyer, NCD and President at Mullen Lintas, said: “The campaign aims at launching Home Automation Solutions from Crabtree. The film plays out the life of an eccentric billionaire who has inadvertently put his maids and butlers out of work by getting various appliances automated. The heaters, the lights, the curtains – all function without any manual intervention.”

     

    Added Amit Tiwari, Vice President of Marketing at Havells: “At Crabtree, our efforts are concentrated in providing a premium and comprehensive connected smart home experience to our end-user customers. Fulfilling our promise of WhatALife experience, our solutions let homeowners personalize and tweak the scenes at home to their changing temperature, music, and lighting preferences. The shifting and thriving India demands a modern home and futuristic lifestyle and Crabtree is here to fulfill them.”

     

     

  • Campaign launched on the back of the recent consumer friendly packaging launch

    Leonardo Olive Oil dispels myths around the category in latest campaign

    By A Correspondent

     

    Olive oil brand Leonardo has unveiled its new campaign ‘Indian foods have hots for olive oil’ which creates awareness among consumers regarding the usage of olive oil in their daily Indian cooking.

     

    Said Deoki Muchhal, Managing Director, Cargill’s food business in India: “Leonardo Olive Oil has done a deep dive with the consumers to gain an understanding of the key triggers, motivators and barriers of usage. The major takeaway was that the Olive oil category is complicated especially the usage of its different variants is not very clear in consumers’ minds. This leads to the consumer being confused hence hindering the category growth. Being the No.1 olive oil brand in country, with this campaign our efforts has been in sync with creating awareness for the right use of each variant of the brand and breaking the myths associated with it. With the launch of new packaging, Leonardo Olive Oil has user-friendly names for each of its variants to propagate right decision making. This step is expected to increase the consumption of olive oil in Indian cooking.”

     

    Added Naveen Gaur, Chief Operating Officer – Lowe Lintas: “Leonardo’s brand journey in India has always been centered around creating awareness about the versatile usage of Olive oil in Indian kitchens. Our present campaign is an extension along this path where we break the myth that olive oil cannot be used for Indian cooking. Using the variant best suited for different types of cooking needs like frying, day to day cooking and dressing, it is possible to reap the numerous health benefits of this versatile oil. The campaign is vibrant and at the same time educative of the usages of the variants helping consumers to understand the product and its benefits.”

     

     

  • Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up

    WatConsult and Faces Canada launch #12ZodiacFaces

    By A Correspondent

     

    WatConsult and Faces Canada have collaborated and launched a digital campaign called #12ZodiacFaces. The campaign showcases different Zodiac inspired looks using Faces products with 12 known fashion bloggers in the beauty and lifestyle space, being the muse. The brand has not only used interesting formats of content to reach out to make up enthusiasts but also are trying to drive engagement with ‘Make up Predictions’ via a collaboration with Woodstock Witch.

     

    Speaking on the same Rajiv Dingra, Founder and CEO, WatConsult said, “Millennials nowadays are very particular about their look and personality, and with this campaign we wanted to show different ways in which they do so. We are sure the campaign will reach out to maximum people and get them to try the product.”

     

    Added Sharmili Rajput, CEO, Faces Canada: “With an aim to start 2018 with a twist and go different we created a campaign inspired from the star signs. The objective was to establish that makeup is a tool of self-expression for all kinds of women and by curating customised looks for 12 different zodiac signs, we tried to establish that the portfolios have an offering for women of all different personalities – from subtle Librans to edgy Taureans.”

     

     

  • Launches third phase of TVC campaign ‘Think it. Done’

    Bajaj Finserv drives awareness around its product suite

    By A Correspondent

     

    Bajaj Finserv has launched a campaign to drive awareness around width of products offered through its lending, life Insurance and general Insurance arm.

     

    Notes a communique: “The third phase of ‘Think It. Done’ campaign highlights the set of possibilities in every individual’s life thereby giving a solution to convert the thought into reality. It urges consumers to not only aspire for a better lifestyle but also offer means and resources to live a better lifestyle. The TVC reflects the core proposition of the group of making customer’s life hassle-free through its innovative products. “

     

    The campaign rolled out on February 21 and is conceptualised and executed by LEO Burnett.

  • The campaign captures the essence of protection and the responsibility that consumers have towards their loved ones

    Tata AIA reveals what it takes to ‘Love Unconditionally’

    By A Correspondent

     

    Tata AIA Life Insurance has launched its new brand campaign ‘Love Unconditionally’. The campaign portrays term product as an act of selfless love since the purchaser of the product will never get any benefit for his or her own self. The campaign captures the essence of protection and the responsibility that consumers have towards their loved ones.

     

    The digital only campaign has been created by FCB India and conceptualised by Tata AIA. Said Rishi Srivastava, Senior VP – Proprietary Channels and Marketing Tata AIA Life Insurance: “When you love someone unconditionally, you want to protect them for ever. That is the primary intent captured in our ad campaign.  We want consumers to align with the idea of protection as a selfless act, and how it can potentially keep them safe under any circumstance. This campaign reinforces our commitment to being the pre-eminent protection provider. This is in line with our business strategy as we want to bring as many people as possible under protection cover. We partnered with FCB India for this campaign, who have beautifully captured and portrayed the right sentiment via the campaign.”

     

    Added Keegan Pinto, Creative Head (West) and National Creative Director – Branded Content, FCB India: “Working closely with Tata AIA, we challenged the norms of the category and created a campaign that doesn’t simply talk about protection but goes deeper, by talking about why we protect our family… Because we love them unconditionally. The idea is that because we ‘Love Unconditionally’, we want to make sure that our loved ones are protected even when we aren’t around. We decided to create film that strays from the conventional expressions of care and protection that are so strongly associated with the category and create a thrilling film about a man who is willing to take a beating so his wife can protect herself even when he isn’t around. The whole build-up of the film has a tone of action and suspense with the actors in it carrying out real stunts, using real self-defence techniques. A jingle based on the idea of ‘Love Unconditionally’ was also created specifically for the campaign. It is what causes the change in tonality in the film, from a thriller to a romance. From what seems like a story of a woman being attacked to one about a woman being trained because she is loved,”.

     

     

  • The campaign is targeted towards young girls with impromptu plans

    Livon Serum urges consumers to carry a salon in their bags

    By A Correspondent

     

    Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought – ‘Salon Nahin Livon’.

     

    Speaking about the launch of the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico said: “Livon exemplifies the contemporary young girl who is out there to make the most of her life. She loves all the surprises and sudden plans that come her way, but looking good is a priority for her! The brand has consistently been an ally in giving her an edge and that added confidence. With this new campaign, Livon Serum offers a sweet-spot between achieving instant fabulous looking hair at her convenience amidst any impromptu situation. It’s her salon in a bottle!”

     

    Added Harsad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy & Mather, Mumbai: “Impromptu plans are a way of life for the young girls. Also, looking good for impromptu plans is a necessity of life. This campaign exaggerates these insights in a funny way. The girl carrying an entire salon in her bag or the girl who has a ‘salon practitioner’ hidden in her dressing table, are both wild situations and will bring a smile to the viewers, while making a sharp point about the salon-like finish of Livon Serum. We believe the tone and manner of these films will stand out in the category and make the brand memorable.”

     

     

  • In December, Café TC launched an exclusive set of Friday Night deals – Not 2 B Missed Deals

    Dentsu Webchutney executes ‘Not 2 B Missed Deals’ in a unique way

    By A Correspondent

     

    Café TC and Dentsu Webchutney launched a new campaign to make people aware of ‘Not 2 B Missed Deals’ using Truecaller in an innovative way.

     

    In December, Café TC launched an exclusive set of Friday Night deals – Not 2 B Missed Deals. It tasked Dentsu Webchutney to ensure that the deals are communicated effectively.The agency arrived on the insight that more than the received calls, it is the missed calls that capture the attention of people. Missed calls make people curious and they want to know who called and why. They look up unknown callers on Truecaller which now commands a user base of 250 million. By putting missed calls and Truecaller together, Dentsu Webchutney created Missed Caller – World’s First Free Promo on Truecaller.

     

    Said Gaurav Soral, Founder, Café TC: “When the team told me that they want to use Truecaller, I quickly asked them about the ad size, placement, costing and things like that. The team requested me to let them finish. And when they did, the idea got us all very excited.”

     

    Added Sudesh Samaria, Chief Creative Officer and Co-Founder, Dentsu Webchutney: “We are always looking for new technology, new platforms and new ways of using existing platforms. Missed Caller is a showcase of our ability to tell stories effectively using cutting-edge innovation.”

     

     

  • The BMA awards honour and felicitate eminent leaders for their contribution to the management movement in the industry

    BMA felicitates Subhash Chandra & AM Naik

    By A Correspondent

     

    The Bombay Management Association felicitated eminent management champions including A. M. Naik, Group Chairman, Larsen & Toubro and Subhash Chandra, Chairman, Essel Group and Member of Parliament.

     

    The BMA awards, selected by a panel of eminent juries after detailed studies, are conferred in seven categories – Entrepreneur of the Year, Management Woman Achiever of the Year, Management Man of the Year, Entrepreneur of the Decade, Lifetime Achievement Award, Start-up Man of the year and Jury Special Mention of the Year.

     

    The awardees for 2016-17 were selected by a panel of eminent juries comprising S. Ramadorai, former Vice Chairman, TCS (Chairman of the Jury), Shailesh Haribhakti, Chairman & MD, Haribhakti Group and P. R. Ramesh, Chairman, Deloitte Haskins & Sells LLP. The jury conducted a detailed study of the P&L (profit and loss statement) and balance sheet of the companies helmed by the awardees, the governance quality and its contribution to the society, community and environment.

     

    Ravi Venkatesan, Chairman, Bank of Baroda, Former MD, Microsoft India presided over the awards function as a Chief Guest. Shailesh Haribhakti, Chairman & MD, Haribhakti Group and P. R. Ramesh, Chairman, Deloitte Haskins & Sells LLP were the Guests of honour. Dr Karuna Jain, Director, NITIE announced the Academia awards for Best Management Institute in four categories, Best Management Faculty and Best Management Student.

     

    The recipients of the 39th BMA Awards for the year 2016-17 are as follows:

     

    Entrepreneur of the Decade Subhash Chandra
    Member of Parliament, Rajya Sabha
    Lifetime Achievement A.M. Naik
    Group Chairman, Larsen & Toubro Limited
    Management Man of the Year Bhaskar Bhat
    MD & CEO, Titan Company Limited.
    Management Woman Achiever of the Year Usha Ananthasubramanian
    MD & CEO, Allahabad Bank
    Entrepreneur of the Year Dr Anand Deshpande
    Founder, Chairman & MD, Persistent Systems Limited
    Start-Up Man of the Year Shashikanth Suryanarayanan
    Founder & Chairman, Sedemac Mechatronics
    Jury Special Mention Sabyasachi Mukherjee
    Director General & Secretary-Board of Trustees, Chhatrapati Shivaji Maharaj Vastu Sangrahalaya

     

  • The campaign will continue to have a 360-degree approach including print, outdoor, and digital platforms, besides the TVC format

    Suzuki rolls out second phase of #KamPeetaHai campaign

    By A Correspondent

     

    Suzuki Motor Corporation, Japan and Happy mcgarrybowen have rolled out the second phase of the ‘Kam Peeta Hai’ campaign for its flagship scooter brand. The campaign line ‘Kam Peeta Hai’ is a quirky yet bold take on the two-wheeler’s superior mileage.

    Commenting on the campaign, Sajeev Rajasekhran, EVP, Sales and Marketing, SMIPL said: “Suzuki Access 125 is one of the bestselling scooters in the 125cc segment in the premium product category in India. Post the success for ‘Kam Peeta Hai’ TVC, we have now rolled out the second phase of the campaign further strengthening its popularity in the market and drive purchase consideration. The series of TVC reinforces the greater functionality, benefits, and mileage for Suzuki Access 125. The campaign showcases situations during day-to-day activities to connect with the customers.”

     

    Added Kartik Iyer, CEO and Co-founder, Happy Mcgarrybowen: “There is no greater proof about the success of a campaign than the direct impact on business. What is even more encouraging to know is the fact that new customers are walking into showrooms asking to be shown the scooter that Drinks less (‘Kam Peeta Hai’). All due credit to the teams that worked on this campaign, especially the client for seeing the potential in a seemingly simple idea.”

     

     

  • Featuring superstar Amitabh Bachchan, the TVC aims at highlighting the importance of 5-point waterproofing

    Dr. Fixit’s latest campaign focuses on 5-point waterproofing

    By A Correspondent

     

    Dr Fixit has unveiled its new campaign featuring actor Amitabh Bachchan. The TVC aims to create awareness among home owners about the need for five-point waterproofing.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Dr. Fixit, as the pioneer and market leader continues to educate consumers about the need for modern waterproofing methods. The five-point  TVC further expands the awareness amongst consumers about the criticality to do their home waterproofing in the right way, that is through Dr. Fixit 5 point waterproofing.“

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- said: “The 5-point waterproofing is interestingly delivered by MrBachchan in this TV commercial.  When I look at the commercial, I think of all the problems that one has faced during our lives when water seepage troubles you in the most surprising fashion.  I am sure that this interesting TVC will enable a lot of people to plan their homes in a better fashion of waterproofing them. “

     

     

  • The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office

    L&K Saatchi & Saatchi bags creative duties of Blackberrys

    By A Correspondent

     

    Apparel brand Blackberrys has appointed L&K Saatchi & Saatchi as the brand and creative agency on record (AOR) for their mainline and casual brand.

     

    The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office. The agency will be responsible for brand ideas, consumer strategy and communication plan, including creative mandate.

     

    Delna Sethna

    Commenting on the agency appointment, Delna Sethna – Chief Creative Officer at L&K Saatchi & Saatchi said: “It’s rare in today’s scenario to find Client Partners who will entrust you with a blank canvas. It is both immensely exhilarating to have this opportunity as it is sobering to live up to that belief. There’s no question of letting them down.”

     

     

    Ramesh Kaushik

    Added Ramesh Kaushik, VP – Brand Experience, Blackberrys: “Blackberrys is all about enabling the consumers in their journey of success, always clothed in confidence and style. During the pitch process the agency presented a strategic approach that aptly addressed the precision required by us, for engaging our consumers. They displayed deep understanding of the consumers and category with a clear way ahead. We have faith in their ability to bring the desired outcome and do justice to the mandate.”

     

     

  • The campaign features a short film directed by acclaimed Bollywood filmmaker Shoojit Sircar

    All Out questions parenting decisions with #standbytoughmoms campaign

    By A Correspondent

     

    All Out has launched its new brand campaign intended to initiate national dialogue about the importance of families supporting mothers when making tough parenting decisions. The campaign features a short film directed by acclaimed Bollywood filmmaker Shoojit Sircar.

     

    The three-minute film features an extended family having dinner and being confronted with a situation which raises questions about parenting. The film is a part of a larger call-to-action by the brand called #standbytoughmoms that intends to raise awareness and encourage support of parents and the tough decisions they often need to make.

     

    “My hope is that this campaign will help initiate conversations within families and encourage support for raising happy, healthy children,” said Ann Mukherjee, Global Chief Marketing Officer for SC Johnson.

     

    The campaign will be complemented with a 360-degree campaign starting with the #standbytoughmoms digital film, followed by on-ground activations and a robust print, digital campaign and television – including a national TV panel discussion. It will be the brand’s biggest campaign for 2018.