MxMIndia

Category: PRODUCTS

  • The ad aims in communicating the benefits of Milaze X3’s longevity that allows consumers to focus on other upgrades for their cars

    Ceat’s new campaign on longevity of Milaze X3

    By A Correspondent

     

    Ceat Ltd has launched a new campaign for its tyre brand Milaze X3. The ad aims in communicating the benefits of Milaze X3’s longevity that allows consumers to focus on other upgrades for their

     

    Said Nitish Bajaj – Vice President – Marketing, Ceat Ltd:“Our Milaze X3 brand campaign has been created to generate consumer awareness and promote the benefits of a tyre that Lasts 1,00,000 km and beyond. This campaign has been conceptualized basis consumer insights that consumers want to accessorise/ personalise their vehicles but seldom do they think about the tyres….”

     

    Added Kiran Anthony, ECD, Ogilvy and Mather: “It’s a joy when a brand allows you to break the category codes, and I congratulate our partners at Ceat for doing that. For the first time, on mainstream television advertising, Ceat is not showcasing a tyre in action. It is an exception that mirrors the product promise of 100,000 km which is extraordinary in itself. We’re glad we found a good insight, and stayed true to our brand personality, which is always set in a human truth.”

     

     

  • The communication draws linkages to the category of commercial vehicles which is otherwise considered to be a boring one

    #ChhotaHathiTataAce has something big to say in latest brand communication

    By A Correspondent

     

    Playing on its brand attributes of trust and reliability, Tata Ace has unveiled original content films as part of its latest marketing drive. Released on Facebook, Twitter and Instagram the campaign captures both brand essence and moment in a self-explanatory snapshot.

     

    Said UT Ramprasad, Head of Marketing Communications, Tata Commercial Vehicles Business Unit: “News, moments, events being topical and varied help occupy the otherwise monotonous regimented mindspace of the larger population. Thus, the traction for engaging content linked to current freshness, especially when laced with humor, is higher as compared to other posts. Our attempt is to capture the ‘newsiness’ of big moments whenever relevant and turn it in our favour to drive category salience.”

     

    So who’s done the creatives? We aren’t allowed to tell.

     

     

  • Frooti will have two TVCs for different regions for the first time

    Parle Agro launches new #TheFrootiLife campaign

    By A Correspondent

     

    Parle Agro has announced the launch of its latest #TheFrootiLife campaign for Summer 2018, undertaking a hyper-local marketing strategy with various initiatives specifically targeted towards different regions across the country.

     

    The campaign will feature two separate commercials… one featuring Bollywood actor Alia Bhatt and the second with Tollywood star Allu Arjun. This will be the first time that Frooti will be unveiling a region specific commercial specially catering to South India.

     

    Speaking on the new campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said: “This year’s marketing strategy ensures higher focus on regional nuances to further build Frooti’s equity and position in the country. With our national campaign with Alia and the southern campaign with Allu Arjun, both of which are simple yet inventive, we are looking forward to creating further impact in the category and growing our share. Over the last two years we have gained in market share by 8 per cent, holding the number 2 position nationally at 29 per cent market share in the mango drink category and the number 1 position in multiple states.”

     

    The upcoming campaign for Frooti is created to build resonance of #TheFrootiLife, and build on the past campaign’s narrative. Sagmeister & Walsh, continues to be the creative agency on board, while the commercial is produced by Hornet Animations, New York, USA and directed by Yves Geleyn. The two television commercials are created with a mix of live action and stop motion animation, with Amit Trivedi creating the music for both spots.

     

    Commenting on the campaign Jessica Walsh, Partner, Sagmeister & Walsh said:“For Parle Agro, we have always strived to remain inventive and creative with our approach. With the new campaign, we aim to build on #TheFrootiLife while elaborating on the difference between a normal, mundane life and how fun things should be done in The Frooti Life.”

     

    Talking about the media approach for the brand, Harish Sriyan, CEO, Omnicom Media Group added:“We follow an aggressive marketing strategy that borders on the unconventional. With the new campaign, we plan to go all out with a 360-degree approach, helping us better connect with our consumers nationwide. Critical, disruptive and impactful investments have been made across media in order to stand out from the clutter and continue to build on an extremely impressive, existing brand aura.”

     

     

  • Star India has launched a TVC featuring Bangla superstar Prosenjit Chatterjee to promote the same

    Prosenjit to champion Jalsha Movies for Vivo IPL 2018

    By A Correspondent

     

    Star India has announced Jalsha Movies as the destination for the Bengali language broadcast of Vivo IPL 2018. Star India has launched a TVC featuring Bangla superstar Prosenjit Chatterjee to promote the same.

     

    The film opens with Prosenjit in his living room, looking for something. As he strolls about, he excitedly starts talking about possible match scenarios. As the film progresses, the viewer realizes that it’s his TV remote that Prosenjit is looking for, following which he reveals that VIVO IPL 2018 will be more special this year as the Bengali cricket fans will get to catch the Best vs Best action in their mother tongue, Bangla.

     

     

  • VIP Industries elevates Sudip Ghose to CEO who has over two decades of experience in sales and marketing

    Sudip Ghose becomes MIP at VIP

    By A Correspondent

     

    Sudip Ghose

    VIP Industries Ltd has elevated Sudip Ghose as CEO with immediate effect. In his new role, Sudip would be responsible for the day-to-day operations and will continue to be directly involved in the management of the company’s business. So in a sense, he becomes one of the Most Important Persons at VIP.

     

    Announcing his elevation, Radhika Piramal, Vice Chairperson and Executive Director, VIP Industries Ltd. Said: “Sudip is a highly competent leader who has a proven track record. He has always been determined and focused towards development of the company. His new role will enhance the company’s strategic focus and performance, resulting in overall growth. Under his leadership, our brands have performed well and have been consistent market leaders.”

     

    Ghose has over two decades of experience in Sales and Marketing, with expertise spanning strategic planning, integrated brand marketing, consumer behavior and insights.

     

    Speaking about his new role, Ghose said: “I eagerly look forward to fulfilling new responsibilities and combating challenges. I hope to enrich this new phase in my journey with renewed focus and dedication towards delivering excellent results, and taking VIP Industries Ltd. to the next level.”

     

     

  • Has tied up with India Premier League (IPL), spends Rs. 25 to 30 crore on advertising across all formats for the current year

    Devil makes a return at Onida

     

     

    Mr Murthy of Voltas move over. Onida has launched its new advertising campaign for its air-conditioners for the summer season. The company is spending Rs 25 to 30 crore on advertising across all formats like television, print, outdoor and digital. Onidahas tied up with India Premier League (IPL) for advertising and is spending Rs 20 crore alone on IPL advertising.

     

    The brand has roped in Taproot Dentsu to conceptualise the summer campaign. The intention is to demonstrate the power of an Onida AC and give the brand a distinctive voice among the scores of air conditioner and cooler brands that are present through the season.

     

    Commenting on the association, Umesh Shrikhande, CEO, Taproot Dentsu said: “We were quite bowled over to learn of the many innovations that Onida has engineered for its products. This was a case of a very good and well-priced product not getting its due, thanks to the big budgets of the many brands in the category. The task of communication was to get the brand top of mind through communication that would make people sit up and take notice. I believe we have risen to this challenge well.”

     

    Added Vijay Mansukhani, MD, Mirc Electronics Ltd: “We are very happy to announce that our iconic devil, with which the masses resonated with is back. With the company now turning profitable and Onida offering product for product and design for design in comparison with the other consumer durable goods available in the market.”

     

     

  • Along with the media campaign, the focus will now be on on-ground outreach programs

    32 lakh new investors take to MFs on back of popular campaign

     

     

    Association of Mutual Funds in India (AMFI) claims its Mutual Fund investor awareness campaign, Mutual Funds Sahi Hai. Has Increased awareness of mutual funds helped the industry and added 32 lakh new investors over the last year.

     

    Said A Balasubramanian, Chairman – AMFI: “Concerted efforts taken by the mutual fund industry through the Mutual Funds Sahi Hai campaign, under the guidance of SEBI, supported by favourable market conditions and support from the distribution community, led to overwhelming success in the inaugural year of the Mutual Funds Sahi Hai campaign. Given the rising household incomes and higher appetite towards financial savings coupled with long term India growth story, we are sure that mutual funds would become the investment option of choice of every household in the years to come.”

     

    AMFI will also very soon launch the next leg of the media campaign, it has been announced.

     

     

  • The promotion is valid until June 9, 2018 across India, UAE, Qatar, Kuwait and Oman

    Kalyan Jewellers launches global promotion for Akshaya Tritiya

     

     

    Kalyan Jewellers has unveiled a unique global promotion leading up to Akshaya Tritiya, wherein customers will get an opportunity to win a Mercedes-Benz CLA upon purchase of jewellery at any of the Kalyan Jewellers showrooms.

     

    Said T S. Kalyanaraman, Chairman & Managing Director, Kalyan Jewellers: “Kalyan Jewellers has always focused on providing a compelling shopping experience that enables the customer to extract enhanced value from their purchase and fulfill their aspirations. We are positive that our patrons will appreciate this pre-Akshaya Tritiya opportunity. The promotion also coincides with the ongoing wedding season, and it is a great chance for our customer to win free Mercedes-Benz CLA car while buying jewellery from Kalyan Jewellers.’’

     

     

  • The latest campaign also signals the new philosophy at Bajaj Allianz Life, and that of being the enablers of life goals

    Bajaj Allianz Life unveils new campaign

    By A Correspondent

     

    Bajaj Allianz Life Insurance launched its latest campaign Samjho Ho Gaya, which is designed to speak to consumers on its brand promise – Life Goals.

     

    Speaking on the campaign, Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life Insurance, said: “Defining our new brand essence anchored on unique product offering, the campaign expresses the company’s purpose. We are here to enable Life Goals of our customers so that they can live life to the fullest. Resonating with Life Maximisers, the new age investors, we aim to build engagements and start conversations around #LifeGoals in an insightful manner. Aided by sustained 360-degree marketing efforts, and most importantly, through reconfiguration of key customer touch points, our objective is to make brand Bajaj Allianz Life synonymous to authentic Life Goals Enablers over a period of time”. Mehra is also Chief Marketing Officer at Bajaj Allianz General Insurance.

     

     

  • New film celebrates Gatorade's philosophy of enabling athletes to 'Win from Within'

    Gatorade pushes limits in ad targeted towards the CWG

    By A Correspondent

     

    Commonwealth Games 2018 was kicked off on Tuesday and sports drink brand Gatorade has released a new TVC bringing alive the truth of sweat replenishment.

     

    Gatorade has been powering their brand ambassadors Indian ace badminton player, P V.Sindhu and javelin thrower, Neeraj Chopra to push their limits and fight for gold at CWG this year. “Ever since coming on board, both Sindhu and Chopra have been able to extensively understand and work on their hydration, training and match-day nutrition needs,” states a communique, adding: “In line with Gatorade’s core belief to ‘Win from Within’, the new TVC cuts across all barriers of countries and language to resonate with every athlete participating in Commonwealth Games, pushing their own limits to strive until the finish line.”

     

     

  • Distribution key to Star India recovering investments

    So will Star recover the Rs 60.18cr it needs to pay for each India match?

    By A Correspondent

     

    So will Star recover the Rs 60.18cr it needs to pay for each India match? That’s a question that everyone seemed to be asking at the culmination of the e-auction where bidding to own India cricket broadcast rights. Star India logged in the highest bid of Rs 6138 crore for the global consolidated rights package was going ballistic.In the bag for Star are the following:  Global Television Rights plus Rest of the World Digital Rights Package, Indian Subcontinent Digital Rights Package and hence the Global Consolidated Rights Package. This averages out to Rs 60.18 cr per international game.

     

    Earlier, Star India had also secured the broadcast and digital rights for the Vivo Indian Premier League for the next five years. Given this, Star India has a monopoly over all forms of cricket for the next five years.

     

    According to broadcast and media industry folks, while the amount of Rs 60.18 crore appears very high, given the huge interest for the game, Star will hope to recover the monies from not just advertising but from distribution. And while Reliance lost this battle for the direct rights, it will still play a key role in the digital distribution with Jio.

     

    Said Uday Shankar, Chairman, Star India: Having both the IPL and India Domestic and International Rights puts us in a special position. I am confident that Star and BCCI can transform the sporting experience in the country.”

     

    And what about the monies invested. Said Shankar in a statement: “Before the auction began, we had a specific number in mind. The prices reflect the average value of all three formats of the game. I congratulate the BCCI for putting across a scientific and a thoroughly transparent process. You knew the bids at all times, but at no stage did you know the bidder. Having a brutally transparent process is a major factor for their success.”

     

    Said CK Khanna, Acting President of the BCCI: “I congratulate the Star group for securing BCCI’s Domestic and International Rights. The BCCI shares a strong bond with Star and our association will touch new levels in the years to come. The fact that it took three days to decide a winner proves the deep level of interest in Indian cricket.

     

    For Star India it’s a huge win. Echoing this view, Amitabh Choudhary, Acting Honorary Secretary, BCCI, said: “We tried out the E-Auction for the first time and it was a pleasant experience. By securing the BCCI Domestic and International Rights, Star has now completed a hat-trick. I also express my gratitude to Reliance Industries Limited and Sony Pictures Networks India Private Limited who completed the E-Auction process and made it a success.”

     

    Added Rahul Johri, CEO, BCCI: “The BCCI had put together a transparent process and I am pleased with the outcome. In the process, we were assisted by Deloitte Haskins & Sells LLP and Cyril Amarchand Mangaldas. The fierce bidding underlines the importance of domestic and international cricket. The supporters of Indian cricket will be treated to some high-quality action not only on the field, but also on television and digital platforms.”

     

    Sony Pictures and Reliance Industries were in the final three shortlisted for the online bidding. According to reports, the Sony bid was of Rs 6118.59 crore, just Rs 19.51 crore short of the Star India bid.

     

     

  • Dream11 recently launched their new campaign featuring the Padma Bhushan awardee iconic cricketer Mahendra Singh Dhoni

    Wavemaker India bags media mandate for Dream11

    By A Correspondent

     

    Wavemaker India has been appointed as the media partner for Dream11.  Speaking on the win, Kartik Sharma, Managing Director – Wavemaker said: “We are truly honoured that Dream11 appointed us as their media AOR. I am confident that with our domain expertise and knowledge on sports marketing, we will create interesting campaigns to develop this category further. We are extremely happy to be associated with them.”

     

    Speaking on the appointment, Vikrant Mudaliar, CMO, Dream11 said: “After evaluating multiple agencies for handling Dream11’s media mandate, we decided to partner with Wavemaker.  Their grasp of our category, a well-built sports practice, clubbed with their industry proficiency makes them a terrific team to work with. We look forward for a great association with team Wavemaker.”