MxMIndia

Category: PRODUCTS

  • The brief to Taproot was to reclaim a territory for Milano

    Taproot Dentsu, Parle launch new films for Milano

    By A Correspondent

     

    Parle, in association with Taproot Dentsu, has launched a series of films for its premium biscuit offering Platina Milano.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said: “Since the launch of the Platina range last May, we have observed a renewed interest among consumers towards Parle’s premium offerings. We have always been innovators across categories and while we were happy that our premium brands were being well received, we also felt the need to bring something refreshingly new to the consumers. Extensive research and understanding of our target audience’s evolving tastes led us to add new variants to the Milano range, which consequently resulted in India’s first cookie with Hazelnut filling by an FMCG brand.”

     

    Added Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai: “In times where balance and perfection are being chased and when indulgence is frowned upon, our task was to carve out a special guilt-free place in the minds of consumers for a rich, delicious cookie like Milano. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering. The fact that Twinkle Khanna personally identified with the messaging, further spurred off the idea for us to also add the element of ‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot in a manner to remind us that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”

     

     

  • This campaign is getting promoted on the app with the launch of ‘Fact Cards’

    Inshorts aims to build Khadi awareness via latest ad campaign

    By A Correspondent

     

    Inshorts has launched a new ad property, ‘Fact Cards’ along with the Khadi campaign to help advertisers engage with their audience in what it calls an “innovating and non-intrusive ad format”.

     

    The Khadi campaign, in association with Raymonds is an initiative by the brand to build awareness and promote Khadi amongst consumers. Talking about the campaign, Azhar Iqubal, CEO & Co-founder – Inshorts, said:“Attention-grabbing marketing that inspires emotion and prompts consumers to share can become valuable experiences for the consumer. Hence it is imperative that brands be more consumer-centric and create content that serves the consumer first, and then the brand. We at Inshorts serve both the advertiser and consumers by providing innovative ad formats that keep intact a person’s attention span. We hope that with this Khadi campaign and the new ad format we are able to communicate our advertiser’s message in a less cliched form so as to generate more interest.”

     

    Added Tarun Arora, Chief Marketing Officer at Inshorts: “We operate in a world where gauging a consumer’s attention span is extremely difficult. We as marketers are constantly finding out new ways of approaching the audience. The Khadi campaign aimed at engaging with the advertiser’s audience in a more creative way. We hope that with these unique visuals we have successfully helped the brand to reach out to its effective target group.”

     

    Said Uma Talreja, Chief Digital Officer, Raymond Ltd: “The story re-spun is a strategic effort towards promoting Khadi as the new age fabric for the next-gen digital audience. Khadi has been the price of India and through this initiative, Raymond has committed to reviving the traditional Indian art by collaborating with artisans and craftsmen. Making Khadi driven fashion which have relevance for our target audience today is at the core of our strategy to reposition and revive Khadi. Inshorts is a relevant app platform that helps us communicate this to consumers that are interested in news and the latest development in our country. Today’s consumer has skin in the game in the future of our country and Inshorts allows for brands to integrate this common interest and value system and hence an apt platform for communicating the new face of Khadi created by Raymond”.

     

     

  • While most cement communications focus on the masonry part of construction, the real worth of cement is measured by the quality of concrete it produces

    MP Birla Cement emphasizes on the true worth of cement, in latest ad campaign

    By A Correspondent

     

    MP Birla Cement has launched its new premium product, Perfect Plus, with a new brand film. Said Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata: “MP Birla Cement Perfect Plus is the future of the cement manufacturing industry. To make a case for its strength, it was important to give it a heart. The film is a perfect blend of logic and emotions. While the father-son story reveals the heart of the brand, the product details testify the strength of the cement.”

     

    Added Sandip Ranjan Ghose, Executive President – MP Birla Cement: “In keeping with the brand philosophy, ‘Cement Se Ghar Tak’, MP Birla Cement does not simply make and sell cement but also understands the end consumers well. This new TV commercial talks directly to the individual home builder.”

     

     

  • To win, customers will have to participate in the Vodafone FANtastic Breaks Contest during match ad breaks

    Vodafone offers fans an opportunity to win and travel to Lord’s

    By A Correspondent

     

    Vodafone India is offering customers an opportunity to win tickets to London and watch a match during the forthcoming India Tour of England, at Lord’s cricket ground.  Said Siddharth Banerjee- EVP Marketing, Vodafone India: “Each year, Vodafone customers look forward to unique, one of their kind offerings and experiences with the brand. Through many years of association with sports, we believe fans are the life of sporting platforms and Vodafone has celebrated FANdom through initiatives that stay with them forever. The Unofficial Sponsor of FANS campaign is inspired by this philosophy. Through Vodafone FANtastic Breaks contest, we wanted to gift fans an opportunity to take a journey down memory lane- to where the sport was born and achieved global fame. We believe that like in past 10 years, Vodafone has massively excited the FANS this year as well.”

     

     

  • It is an innovative web film from the POV of a parking lot’s security cameras

    Soho Square releases a humorous film for Tata Motors

    By A Correspondent

     

    Tata Motors and Soho Square (Mumbai), have created a web film from the point of view of a parking lot’s security cameras.  Said Anuraag Khandelwal, ECD, Soho Square: “The film is a smart, clutter breaking and welcome addition to the automotive category. It catches you off guard – you don’t realise it’s an ad till the very end.”

     

     

  • The digital film explores the unrealistic demands of fashion and perfection that the society places on young girls

    New digital film from Ginger inspires young girls to be #ImperfectlyPerfect

    By A Correspondent

     

    After the digital-first launch of the #ImperfectlyPerfect campaign, Ginger by Lifestyle, debunks fashion stereotypes and encouraging girls to make their own fashion rules. The digital film, conceptualised by J Walter Thompson Bangalore, explores the unrealistic demands of fashion and perfection that the society places on young girls.

     

    Srinivasa Rao

    Said Srinivasa Rao, Senior Vice President, Marketing, Lifestyle: “Ginger by Lifestyle has always worked towards empowering girls through fashion and style. It is a brand that is inspired by the young girl of today, her attitude and her beliefs. #ImperfectlyPerfect is inspired by the young girl of today who is strong, opinionated and recognizes her unique interpretation of fashion not as an anomaly but as a beautiful distinction. With this campaign, Ginger hopes to resonate with young women, reiterating that it’s their unique fashion sense is what makes them who they are while celebrating the strength they have to rise above any negativity that comes their way.”

     

    Priya Shivakumar

    Added Priya Shivakumar, Senior Vice President & Executive Creative Director, JWT Bangalore: “This time we took imperfectly perfect to the next level. Fashion comes with its own set of rules and they can get stifling. Who says two strong prints can’t be worn together or that two strong colours are designed to clash? That a certain body type ought to wear a certain kind of garment, or a certain shade for that matter. Once again Ginger is back, inviting girls to flaunt their fashion preferences loud enough to drown out the voices of fellow fashionistas, critics, stylists or just about anyone who seeks to dictate their fashion choices. To embrace their quirks in their own uniquely imperfectly perfect way and make their attitude no less a statement than their fashion picks,”.

     

     

  • Although Vodafone isn’t the official sponsor, it manages to emerge as the buzziest brand on social media, reports Wavemaker Mesh

    CSK, Dhoni & Vodafone rule IPL11 buzz

     

    By A Correspondent

     

    With the playoffs set to happen and the tournament hotting up what with the crucial Kolkata-Mumbai match this evening (May 9), this report from GroupM agency Wavemaker that has analyzed the social media conversations that happened around IPL Season 11 from April 7 to May 4 makes for interesting reading.The analysis has been done by Wavemaker Mesh, the agency’s marketing command centre

     

    Here are key highlights of the report are as follows:

    :: With CSK and Rajasthan Royals back in the game, the popularity and excitement is off the roof. Last year we witnessed 6.2 million social buzz for the entire 2017 season. This year we are only half way through and have already clocked almost 10 million social buzz, surpassing 2017 by 4 million already. This is extraordinary growth in buzz and popularity and we estimate the social buzz to reach 17 million by the end of the tournament, almost 3X of 2017.

     

    :: After a two-year hiatus, Chennai Super Kings make their come back with a bang, emerging as the buzziest team this IPL season followed by Mumbai Indians and Royal Challengers Bangalore. Last year’s favourite Kolkata Knight Riders slips to 4th

     

    :: Amongst players, S. Dhoni continues to be the most talked about. Last year, Dhoni had 0.5 million social buzz around him by end of season. This year his popularity has already grown many folds with him garnering almost 1.08 million mentions. Dhoni and CSK complement each other well and fans can’t stop chanting #whistlepodu & #yellove every time they mention both.

     

    :: Fans from Delhi city contribute to maximum chatter this IPL season (37%) followed by Tamil Nadu (18%) and Maharashtra (11%).

     

    :: Though Vodafone is not the official sponsor this IPL season (breaking a 10-year-old partnership), it still manages to emerge as the buzziest brand on social media this IPL season so far, followed by official sponsor Vivo and competition brand Jio.

     

    :: Vodafone’s ZooZoos campaign continues to be popular and the most awaited campaign amongst fans. Vodafone also emerges as the most watched ad on digital this year– Unofficial Sponsors of Fans, followed by Coca Cola – Share a Coke and Tata Motors’ series of videos promoting Nexon this year.

     

     

  • WeWork aims at reframing the concept of a workspace from being merely a place to conduct business to a space incubating business of all sizes

    We Work tells customers to “Reimagine Your Workspace” in new campaign

    By A Correspondent

     

    We Work has announced the launch of its national campaign titled ‘Reimagine Your Workspace’. The three-month campaign went live on May 8.

     

    On the launch of the first We Work National Campaign, Karan Virwani, General Manager, WeWork India said: “We are excited to launch our first WeWork National Campaign in India that reflects who we are as a brand and what we offer. As WeWork continues making a mark in reimagining your office environment, the campaign will prove to be a game changer locally by showcasing our unique ‘we’ culture and how WeWork will reinvent your work and everyday life.”

  • Amazon Prime Video, which has the latest range of entertainment options, provides the viewers to watch what they want, whenever

    Amazon Prime Video talks about ease of accessing content via latest ad film

    By A Correspondent

     

    Video-on-demand brand Amazon Prime Video has launched a new quirky campaign created by Leo Burnett India.

     

    Speaking about the new campaign, Ravi Desai, Amazon India, said: “At Amazon, our focus has always been the customer.  Our new campaign highlights the various benefits linked to Prime Video in India. With a premise of ‘Anytime, Anywhere,’ we have kept customer benefit at the centre of the campaign, which marks the next chapter in the larger story around the popular Prime Video Couple – Rohan and Roshni. We understand the need of consumers to be unshackled from the constraints of their traditional alternatives. With a very wide library of content choice available, Prime Video empowers our consumers to define and dictate what they watch and when they watch it.”

     

    Speaking about the integrated campaign, Dheeraj Sinha, MD – India & Chief Strategy Officer – South Asia, Leo Burnett India, said:“We are building Amazon Prime Video as an alternate and a better choice for consumers when it comes to entertainment. Amazon Prime Video puts the viewer in command. This is reflected in our positioning – ‘India Ka Naya Primetime’. We started this journey last year by talking about the largest and the latest library, and our exclusive content. The current campaign builds on the role of the liberator further. It amplifies how Amazon Prime Video sets you free, letting you decide where to watch and when to watch your entertainment. The campaign draws from a typical banter between a couple about who is the ‘ghulam’. The phrase also works as a reference to not being a host to your entertainment.”

     

     

  • The campaign will be rolled out across platforms with a new TVC, as well as outdoor, print and digital campaigns across sections

    Oreo rolls out new global campaign across 50 markets

    By A Correspondent

     

    Oreo has rolled out its new global campaign ‘Oreo People’ simultaneously across 50 markets in AMEA, LA, MEU and will be localised with nuances to drive relevance.

     

    Said Sudhanshu Nagpal, Head –  Biscuits Category, Mondelez India: “Oreo was introduced in India close to seven years back and in such a short span, India has emerged among its top-five markets by volume. Today, twist, lick, dunk has become a ritual; it has been at the heart of numerous warm family moments. Oreo has always stood for bringing people together and the Oreo People campaign takes ahead this proposition. The campaign is based on a key universal insight that while we all share the same playful spirit inside, we often forget about it because of the pressures of modern life. The global campaign aims at widening the appeal of the brand, connecting with a wide cross-section of people, while picking up on the local nuances to drive relevance.”

     

    Added Jane Lim, Regional Chief Client Officer, Asia – ‎FCB: “Oreo has always been a brand that encourages and inspires people to connect with the people and world around you. When we were kids, playing together was our way of communicating, we connect better when we play together. We believe everyone has a playful spirit waiting to be let out. With this film we tell the story that no matter our differences, playing with Oreo brings us together, because we are all Oreo People,” said.

     

     

  • KOSH will felicitate one lakh mothers in more than 15 cities in the country

    Kosh reaches out to all mothers with an inspiring message

    By A Correspondent

     

    Oats grain brand Kosh has introduced a new promotion around International Mother’s Day. Across 50 plus Big Bazaar and 50 plus Easyday Club stores, Kosh will felicitate one lakh mothers in more than 15 cities in the country.

     

    Said Sadashiv Nayak, CEO – Food Business, Future Group: “Mothers need to be thanked everyday for their unconditional love and gratitude. Mother’s Day gives us one more reason to thank and make them feel special. We believe that every mother is a 110% Super Maa.”

     

     

  • The ad series also includes quirky lines that tie in to the campaign theme of “Koi Match Dekhega, Koi Duniya”

    ixigo rolls out integrated campaign aimed at travellers

    By A Correspondent

     

    Travel player ixigo has come out with an all-new brand campaign that urges people to take a break from their TV screens and travel. Conceptualised and conceived by the Delhi office of Lowe Lintas, the idea was to use the agency’s extensive experience with e-commerce brands and startups to break away from the clutter of conventional category advertising.

     

    Commenting on the campaign launch and agency on boarding, ixigo CEO &Co-Founder, Aloke Bajpai said: “ixigo has been at the forefront of innovation for online travel in India over the last decade. Our campaign is directed towards building wider brand awareness amongst travellers, enabling us to provide a larger customer base with the best travel planning solutions. We’re looking forward to engaging with a broader audience, who will witness wanderlust Cyrus encourage cricket-lover Gaurav to ditch the couch and plan his next trip. We are happy to be associating with Lowe Lintas and both these talented actors to launch this campaign.”

     

    Commenting on the collaboration, Lowe Lintas COO, Naveen Gaur added: “We’re extremely excited about the possibilities that the shared vision of ixigo and Lowe Lintas will unfold. We have used a short format film approach to inspire people to travel and showcase the seamless travel planning experience that ixigo offers.”