MxMIndia

Category: PRODUCTS

  • The survey reveals the 'Remote Relay' hour and other secrets of India's households

    Croma’s Household Habits survey throws up interesting insights

    By a correspondent

     

    India’s women own the household TV throughout the day, however when the clock strikes 9pm it’s the men who take over, according to a new research published by Croma, the electronics megastore from Infiniti Retail Limited.

     

    The findings – highlighted in Croma’s Household Habits survey – reveals 9pm as a form of ‘Remote Relay’ hour when control of the ubiquitous and all-important remote finally passes from female to male jurisdiction. According to the findings, nearly 40 per cent of men claim that their female partners dominate the remote control all afternoon (from midday to 9pm); while over half of all respondents collectively claim that it’s their respective mothers who rule the remote during the same period. Over half female respondents actually admit to ‘fighting for control’ for the precious device.

     

    “While we all know the day of multi-device and cross-screen usage is here, Croma’s Household Habits survey demonstrates the importance, protocols and household politics relating to control of the household TV set. And – according to our findings – the females of the household exercise a near monopoly on the remote; at least during daylight hours,” shared Ajit Joshi, MD & CEO, Infiniti Retail Ltd.

     

    “With the current soaring FIFA fever, men are likely to invade the TV largely. Quite aptly, the survey sees a spike in male viewership during the night slot. In all honestly, with many World Cup matches kicking off well into the early hours Indian time, this is probably a battle most women are happy to cede to their male co-habitants,” Joshi, added.

     

    Part One of Croma’s Household Habits survey coincides with the launch of Croma’s much awaited month-long festival – ‘Croma Gadget Fest’ – which runs until 13th July, 2014. This festival is a one-stop-shop for all buyers on the lookout for exciting offers on tablets and laptops. EMIs, student offers, easy exchange policies, cashback offers on SBI and new launches are all major attractions available during this back-to-school month.

     

    “According to the study, during the day when the family watches television together it is still the female gender, this time the mother, who usually retains control of the remote. It is only during the time slot of 9pm to 12am that fathers take the remote reins. This is a perfect metaphor for family life, keeping all parties happy and together; which is really what the TV remote’s ‘Changing of the Guard’ and ‘Remote Relay’ hour are all about,” he concluded.

     

  • The new campaign, devised by Ogilvy & Mather India urges the consumer to live from the heart

    Cadbury’s new TVC attempts to find ‘Joy in Snow’

    Cadbury Dairy Milk has been a part of the Indian collective consciousness for many years. In the years together, the brand and the consumer have both grown and evolved. Their relationship with each other has grown to a new level - in terms of fondness and intimacy. It is around such times that the brand can start talking beyond its functional, social or culturally contextualized role. Cadbury Dairy Milk has reached such a stage in its lifecycle with respect to the Indian audience, that it can be more nuanced in its communication and afford to get more personal with its audience.

     

    In this case the brand has chosen to make the consumer aware of the fact that life lies in the now; that joy resides in the act of letting go, and that one should live like no one’s watching. The new campaign, devised by Ogilvy & Mather India urges the consumer to live from the heart, and in essence, free the joy that is deep within all of us. The commercial is meant to dramatize the benefits of letting go and being your true self.

     

    The TV commercial shows a couple in a beautiful location on snowy mountains; despite the location being breath-taking in its beauty, the husband is almost insensitive to his surroundings and chooses to answer e-mails. The woman who is more in touch with her childlike inner self, provokes a snow fight with the man; the outcome of the fight is nothing short of pure joy. The film does an amazing job in illustrating how a little nudge in the right direction can actually help bring so much joy in one’s life and or open one’s life to pure joy.

     

    In the future, the brand aspires to be associated with ‘Joy’ in terms of philosophy as well as a product deliverable. Every move the brand makes will make movements in this direction. The good thing about this approach is that the brand already stands for the values it’s chosen to propagate.

     

  • The concept and execution of this web series has been done by Mash Up, a part of GroupM India

    Mash Up & Blazar get Kapil Sharma to launch new Honda Mobilio

    By A Correspondent

     

    Honda India is all set to launch their new premium 7-seater, the Honda Mobilio in July. Before the launch of its TVC, the car is generating a lot of buzz around the web with a series of four videos with India’s favourite comedian – Kapil Sharma. The concept and execution of this web series has been done by Mash Up, a part of GroupM India. The digital campaign is being executed by Blazar, the digital marketing agency of GroupM India.

     

    This is the first time Honda has taken the route of a celebrity association and branded original content to launch a car. The videos are not product videos, but are designed to announce the launch of the car, touch upon its features and give the audiences a dose of entertainment. Kapil plays a Honda car salesman in the web series.

     

    GroupM released the campaign on YouTube on June 24th 2014 at 6pm. Since then the video has garnered over three lakh organic views and over 1.5 lakh likes. This is also the first time Kapil Sharma has associated with any brand. GroupM specifically chose Kapil, keeping in mind his popularity across digital media and his fan engagement on social media.

     

    Shakeel Anjum, Head – Brand Communications, Honda said, “Unlike the traditional advertising, digital is a pull medium. And we for sure wanted to leverage the medium to its best. All the four Honda Mobilio films are buzz worthy content. The first film has already gained social chatter and consumer engagement organically, within just hours of launch. Kapil Sharma is definitely the new benchmark of Family Entertainment. His humour cuts across genres and age groups. Kapil is one of the most searched celebrities on digital with a massive fan following on social media. We believed he was the best fit to launch this Family car on digital media”

     

    Kumar Deb Sinha, head, Digital Content, Mash Up said, “We are extremely thrilled to take Blazar’s long standing partnership with Honda Motors to next level by creating a brand association with Kapil Sharma. The objective is to unleash the full value of digital media and branded content to engage consumers, inducing high sharability amongst users.

     

  • The campaign has been conceived as part of the integrated Audio-visual strategy for Chocolate Horlicks

    Mindshare creates Youtube ad for Instant Chocolate Horlicks

    By a correspondent

     

    Mindshare has created a unique innovation with GSK’s Chocolate flavor Horlicks.

     

    The campaign was conceived as part of the integrated Audio-visual strategy for Chocolate Horlicks. Instead of going the conventional way of replicating the TVC on web, Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’

     

    Ravi Rao

    Commenting on the same, Ravi Rao, Leader- South Asia, Mindshare said, “We have been working with GSK Consumer Healthcare Division for a while now and understand their need for innovative and unique strategies and campaigns especially in the digital space. Instead of replicating the TVC online, we wanted to leverage the potential of the medium by making it inextricably linked with the message.”

     

    Jayant Singh, EVP Marketing, GSK Consumer Healthcare said, “Horlicks is a brand that that perfectly balances a rich heritage with constant innovation, to ensure we make our consumers do more, feel better and live longer. We are very happy to be the first brand in country to create this innovation in partnership with Mindshare.”

     

  • The TVC has been developed based on the insight that consumers love to color their hair for different needs but find the process of coloring very boring and time consuming

    CavinKare unveils new TVC for Indica easy pack offering

    By A Correspondent

     

    After the launch of Indica 10 minutes crème hair color, CavinKare’s Indica has now launched an exciting crème hair color range in a ‘Easy pack’. This unisex crème hair color pack is available in four enriching shades of Natural Black, Burgundy, Natural Brown and Darkest Brown.

     

    Ad agency Curry-Nation Brand Conversations has worked on the TVC that has been developed based on the insight that consumers love to color their hair for different needs but find the process of coloring very boring and time consuming. The insight is that there is a need of a hair color which could give the same gorgeous hair color but much faster so one could hair color anytime.

     

    The key challenge was to communicate the idea of getting celebrity like hair in 10 minutes and integrate the brand attributes of rich hair color, smooth and silky hair, superior and natural looking hair and communicate the price point and conditioner pack as the major consumer propellant.

     

    The pack is very affordable and available at Rs. 30/- for 47.5 gms product. The Indica 10 minutes crème hair color ‘easy pack’ is free of ammonia and safe to use and gives 100 per cent grey coverage in 10 minutes.

     

    Indica 10 minutes crème colour comes with color retain conditioners which has natural almond proteins which conditions one’s hair to give a shiny, long lasting colour.

     

  • Metros, airports and entertainment centres fast becoming marketing hubs

    The new marketing hotspots

     

    By Amit Bapna

     

    Sometime in May this year Samsung did a first ever?by rebranding one of the busiest airport terminals in theworld UK’s Heathrow Terminal 5 as ‘Terminal Samsung Galaxy S5’ to promote their latest flagship phone the Galaxy S5.

     

    Closer home in one of the busiest and richest commercial hubs of the country, the Gurgaon Rapid Metro opened its stations not just to commuters tired of dealing with the city’s famously whimsical rickshaws and time consuming traffic snarls, but to brands. The Cybercity station became IndusInd Bank Cybercity.

     

    Others on the metro line are MicroMax Moulsari Avenue, Vodafone Belvedre Towers and Airtel Phase 3. The soon to be launched Andheri – Ghatkopar corridor of the Mumbai Metro is also going to be marketer friendly. For advertisers, these ambient media vehicles represent a surge of opportunities both for branding and cold hard business, even if they are seemingly expensive

     

    As per industry sources, the station naming rights for the rapid metro have been sold at anywhere upwards of Rs 30 lakh per month for a period of two to three years.

     

    Not content with painting the Cybercity station in brand colours and naming rights, IndusInd is also setting up a fully digitised branch – the bank’s first – inside the station premises.

     

    In addition, for a certain number of days, brand promotions can be done inside the station to engage commuters. As per Mohit Ganju, head – marketing and communication, IndusInd Bank “Gurgaon is one of our high priority markets and venues for a high decibel branding property is limited.

     

    The Rapid Metro was the best possible opportunity.” The brand plans to evaluate similar opportunities in other key markets.

     

    In the case of Vodafone which also has station naming rights, the tie-up fetches the telecom player exterior visibility at a prime location, retail business space on the platform, and an experiential marketing setup complete with interactive design elements.

     

    Explains Ronita Mitra, senior vice president, brand communication and insights, VodafoneIndia,”We needed to strengthen the brand in Delhi-NCR in an innovative way and Vodafone Metro station was a unapt fitment.”The brand has kept the overall design theme around the key promise of Vodafone 3G of being – Faster. Smarter. Better –  which it claims dovetails into the many virtues of the metro rail system.

     

    While the brands get a medium for unique advertising opportunities, for the capital-intensive metro it provides quicker ways to monetise. It is a known fact that long periods of time are required to breakeven and globally metro services have started looking for non-fare revenue opportunities.

     

    Dubai Metro was the first project in the world to sell station-naming rights and others have followed suit. Two things that make metro branding stand out according to Aman Nanda, executive vice president, Times OOH are: most of the metro passengers are regular travellers and advertising here gives brand the opportunity to communicate a story 365 days a year. Secondly, metro offers high dwell time – image captivated audience inside the metro station – who can be engaged, he adds.

     

    Sanjiv Rai, CEO & MD, Rapid Metro Gurgaon is very gung-ho about the potential of the medium having been a part of the Bombardier, the company that built and launched the Las Vegas Monorail as well as opened it up for branding.

     

    Drawing a comparison with the IPL, the biggest branding event in the country, he says IPL takes place for only around 45 days in a year and when compared the metro train is a 365-day daily phenomenon drawing in the crowds many times over. A permanent station branded is that much more powerful as a medium, he adds.

     

    Of course like any other marketing programme, the key to a successful ambient media campaign is to choose the best media format available and combine it with effective message. Says Aneil Deepak, head of ideas, DDB Mudra “Branding is the easiest part. If you have spent that kind of money, you have to ride those investments.” The story starts the morning after the branding.

     

    This paradigm shift in ambient media is not restricted to airports and metros alone. The family entertainment centre brand KidZania is another instance of a disruptive ambient opportunity. Started in Mexico, the brand present across the globe with its 15 centres and in India currently in Mumbai, emulates the workings of a real city and each experience zone represents industries from the real world like private services, public services, entertainment,automobile, retail, restaurants, factories, etc.

     

    According to Viraj Jit Singh, chief marketing officer, KidZania, “To build authenticity to the experience each zone or establishment is made in conjunction with the brand partners to bring brands, services and products to life.” Brands across categories are looking at utilising the ambience to match their product portfolio. Kellogg’s has established the first cereal factory for kids worldwide at KidZania that offers kids an excellent role playing platform to understand the journey which simple grains undergo to reach from the field to their cereal bowls.

     

    Shares Harpreet Singh Tibb, marketing director, Kellogg India, “This initiative has helped us demystify cereals to kids and their parents and establish the brand’s solid nutrition credentials.”

     

    Not just kiddie brands but other category brands like Yes Bank and Hyundai are also enthused about the inherent possibilities in the ambience of the kids zone.

     

    For instance, Yes Bank has associated with KidZania to inculcate financial literacy in children and allow them to understand the value of money through a branch like set-up inside the centre. The auto brand Hyundai has established the first kids driving school and the dealership at KidZania premise, targeting the age group of 4-14 years, to introduce the young generation to safe and responsible driving.

     

    Informs Rakesh Srivastava, senior vice president, sales and marketing, Hyundai,”while the school allows kids to learn the responsibilities of driving as well as road and traffic safety guidelines, at the car dealership kids can become an auto sales consultant, or a car designer.”

     

    With media convergence happening across platforms, consumers are moving from first circle of connectivity of traditional media options to the second circle of ambient OOH. Agrees and adds Haresh Nayak, managing director, Posterscope Group India, “The future really is in Ambient 2.0 which brings in connectivity and engagement with consumer through technology and digital platforms.”

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Godrej in association with Talenthouse invites aspiring artist to design the new logo for innovation

    Godrej rolls out innovation-led contest with Talenthouse

    By a correspondent

     

    Godrej in association with SEA’s leading creative crowdsourcing platform, Talenthouse India, has recreated the magic of innovative thinking via ‘Symbol Of Innovation’ contest. The contest invites designers, artists, students and anyone with a flair for design to come up with a logo or symbol that represents innovation. The key challenge would be to intuitively convey innovation and should be universally applicable on all mediums including print, on-product stickers, television, digital platforms etc. The last date for entry is July 08 while the winners will be announced on July 31, 2014.

     

    The winner will receive a grand prize of Rs Rs 1 lakh and an exposure for their entry across the host’s social media channels. The winner will also get an opportunity to be featured on future communication by Godrej on multiple mediums.

     

    Announcing the collaboration, Shireesh Joshi, Head-Strategic Marketing, Godrej Group said, “Continuing with our commitment to foresee and develop innovation in sync to our masterbrand campaign – Ideas that makes life brighter, we have introduced this campaign to provide a unique platform to promote, showcase and cultivate innovative thinking. It’s also a good opportunity to create recognition of the unique and innovative ideas behind our products that make life brighter for our consumers.”

     

    Elaborating on this association, Arun Mehra, CEO, Talenthouse India said, “Talenthouse is fast becoming a prominent platform that collaborates with leading brands to ensure maximum consumer engagement. We are very happy with our association with Godrej and are certain that this initiative will generate a lot of interest from participants. Brands need to be a part of the consumer’s mind space rather than just plugged from the outside and this innovative initiative is reaching its consumers in a creative way.”

     

  • The TVC tells the story of the importance of grooming in making a good impression

    Himalaya unveils first TVC for men’s facewash

    By a correspondent

     

    Making inroads into the booming men’s grooming segment, The Himalaya Drug Company is set to introduce on air its new TVC for Intense Oil Clear Lemon Face Wash. Himalaya, recently announced its entry into the men’s grooming segment with the launch of Himalaya for Him. With an interesting narrative the TVC highlights the brand proposition – Abhi toh bahut aage badhna hai.

     

    Created by Lakotee Films, the TVC revolves around the protagonist who appears for his interview and is unable to create a good impression because of his dull and oily skin.

     

    The new commercial plays out at a college campus where placement interviews are underway. The protagonist has an oily skin is unaware of the impact of his unpleasant appearance. While he ponders over the reasons for his rejection and sees his peers celebrating their jobs all around, a voice speaks to the protagonist saying, “Sabke paas degree hain, talent hain aur connections bhi hain, par tumhare paas toh ek aur cheez hain – Oily Skin.” At this point the protagonist realises the importance of personal grooming and being presentable.

     

    The product is then introduced, highlighting the benefits of Himalaya’s new Intense Oil Clear Face Wash, powered with a special Active Boost Technology that increases the rapid action of natural herbs.

     

    The TVC ends with the protagonist shown as a smart and successful executive displaying a new level of confidence that he attains after getting healthy, oil-free skin.

     

    Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, said, “Himalaya’s new TVC for its Intense Oil Clear Lemon Face Wash is a significant step for the brand. It marks our entry into an important and growing segment of the men’s grooming category which is currently a Rs 3,800 crore market, growing at 21%. An internal research highlighted that oily skin is a big concern among men and they are increasingly becoming aware of the benefits of a face wash to maintain healthy, glowing skin.”

     

    Prateek Srivastava, Head, ChapterFive Brand Solutions added, “It’s amazing how young Indian men have become conscious about grooming and how they are focused on their career. A great opportunity lies at the cusp of these two trends and Himalaya is at the right place and time to exploit it. Our communication magnifies the importance of grooming for men in a work situation. ”

     

  • The new TVC presents a perfect blend of romance and freshness

    Air Wick unveils TVC to announce new product launch

    By a correspondent

     

    Air Wick has announced the launch of a new flavor and has done so with the launch of new TV commercial. Capturing a series of real life situations amongst the new age couples, the brand aims to rekindle the romance with Air Wick.

     

    The series of 30 second TVCs have been scripted and directed by film-maker of Bhootnath Returns and Chillar Party – Nitesh Tiwari.

     

    The air fragrance market is gradually evolving in India and Air Wick, through this commercial, aims to build the relevance of air-care in our daily lives with an emotional hook to it. The new TVC has tried to capture the human emotions with a distinctive angle to showcase the fact that ‘Air Wick brings life to the air to help one feel more alive and add to the aesthetic of the room.

     

    Commenting on the new TV campaign, Nitish Kapoor, General Manager, RB India said, “Air Care as a category is evolving in India and Air Wick is amongst the top players. Through our new TV commercial we have focused on building relevance through real life situations. Air Wick, with its extensive range of offerings across formats, aims to bring alive the romance and sparkle in the lives of young couples.”

     

    Talking about the new commercial, Director Nitesh Tiwari added, “In the new TV commercial from Air Wick, we have captured real life situations which can cause stress amongst the couple. One must not let the romance from the daily lives fizzle out and the daily nit-picks to turn into mood spoilers. Fragrance can play a crucial role in uplifting the mood and overcoming the daily stress. I am sure most of the couples watching the TVC will be able to relate to it.”

     

  • From extra validity to more data and talk time, the campaign offers something attractive for its customers

    ‘Har Baar More’ says Tata Docomo’s new campaign

    By a correspondent

     

    Tata Docomo has launched its ‘Har Baar More’ campaign aimed at providing its customers an extra benefit with every plan and recharge. Tata Docomo 2G and 3G prepaid users will get something extra every time they choose to get their phone recharged. From extra validity to more data and talk time, the campaign offers something attractive for its customers.

     

    The campaign will cater to the existing and prospective customer base in combination with Stretch (more validity), Power (more validity or talk time), Combo (additional combo benefits) and Full Talk Time offers. All the customer has to do is dial 123 or visit a brand store to get details of the plan best suitable for them.

     

    ‘Har Baar More’ is the next step of the successful Open up campaign and is in line with attractive offers such as full talk time, unlimited 3G and 1 paisa/sec by Tata Docomo in the past. To penetrate the message, Tata Docomo has also launched three quirky television spots emphasizing on the attraction of getting something more out of day-to-day situations.

     

  • While the new commercial carries forward the core brand promise of younger looking skin, there is a social message that is weaved in as well

    FCB Ulka essays core brand promise via new TVC for Santoor

    By A Correspondent

     

    FCB Ulka has unveiled a new campaign for Santoor, the flagship brand of Wipro Enterprises Ltd. that showcases a different facet of the Santoor woman’s personality. The spotlight is on her desire to be more than just a beautiful face and make a real difference to her world. While the new commercial carries forward the core brand promise of younger looking skin, which has been the cornerstone of Santoor communication for over 25 years, there is a social message that is weaved in as well.

     

    The TVC conceptualised by FCB Ulka begins with the protagonist noticing some kids playing on their PSPs or video games in a basketball court. She is disappointed that kids today have forgotten to play real games and are completely hooked on to impersonal virtual games. The protagonist starts playing basketball herself and attracts the kids’ attention. The kids are sufficiently intrigued and leave their video games to join her. Two women onlookers who have been seeing this scene play out are in awe of the protagonist’s beauty and they mistake her for a college student who is encouraging kids to play a real game. They are completely taken aback when she eventually turns out to be a mother.

     

    Speaking about the campaign, Dennis Koshy, Vice President – FCB Ulka, Bangalore, said “The Santoor woman is not just beautiful. She is intelligent, confident and can make a difference to the world around her. The insight that kids play more virtual games than real games these days was used to build a context to communicate this, without letting go of any of the core brand properties”.

     

    On the execution, Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, said “It was the right time for Santoor to celebrate a new celebrity – the Woman. We thought we give her a slightly more social role without getting out of the beauty space in terms of the narrative.”

     

  • Amul has become the Official Sponsor of the Indian team in the category of Dairy products

    Amul to sponsor 2014 Commonwealth & Asian Games

    By A Correspondent

     

    Amul has announced its sponsorship of the Indian contingents to the Glasgow 2014 Commonwealth Games and Asian Games, Incheon, South Korea by signing a MoU with the Indian Olympic Association. The MoU was signed by Shri Rajeev Mehta, Secretary General, IOA and Shri R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (Amul) in a function graced by Shri Rakesh Gupta, Joint Secretary and Anil Khanna, Treasurer, Indian Olympic Association.

     

    Amul has become the Official Sponsor of the Indian team in the category of Dairy products.

     

    R S Sodhi

    Announcing Amul’s support for the Indian contingent to both these prestigious sporting events, R S Sodhi, Managing Director GCMMF said “Amul is committed to strengthening the support to sports in various forms and encourage young generation from all corners of the country to take up sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the XX Commonwealth Games and the XVII Asian Games.”

     

    Explaining the rationale of this association, he said that milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Amul has embarked upon an “Eat Milk with Every Meal” campaign to highlight the importance of milk and dairy products like cheese, yogurt, butter, ghee, paneer etc. in the daily diet. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand. Further, he said that this association and activities around it will help in engaging the kids and youth so that they can enjoy a healthy life.

     

    Amul has associated with sports events like football, Cricket World Cup and Formula 1 to engage the youth. Sodhi mentioned that the Amul had sponsored the Indian contingent to the London Olympic Games in 2012 which was India’s most successful Olympics. With the kind of investments made by our country to select, nurture and train the best athletes, we are confident that Indian contingents  to the forthcoming Commonwealth and Asian Games will deliver their best ever performances and make our country proud.

     

    Lauding Amul’s support to the Indian Olympic contingent, Shri Rajeev Mehta, Secretary General, IOA said “This support to the Indian sports will go a long way and further strengthen the bond between Amul and IOA and leave a longer lasting impact on the sports lovers and sports persons”.

     

    Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.

     

    The XX Commonwealth Games will be held at Glasgow, Scotland from July 23 to August 3 and the XVII Asian Games scheduled to be held at Incheon, South Korea from 19th Sept- 4th October, 2014.