MxMIndia

Category: PRODUCTS

  • Mercedes-Benz India to reach-out to newer target groups with the CLA 45 AMG campaign introducing the AMG brand to a younger & aspirational Indian audience

    ‘Ah My God’, says Mercedes-Benz as it unveils first ever India specific campaign

    By A Correspondent

     

    On the eve of the launch of its compact sedan – CLA 45 AMG – next week, luxury car maker Mercedes-Benz India has announced the launch of its ‘Ah My God’ communication campaign in India. The highlight of this campaign, conceptualised by Creativeland Asia, is that it is the first ever India specific TVC that has been launched by Mercedes-Benz.

     

    Globally AMG is synonymous with high performance motoring and cutting edge technological innovations. In India, the AMG brand has an impeccable stature for introducing high performance cars and enjoys immense popularity among customers, auto aficionados and motoring enthusiasts.

     

    With the launch of the new CLA 45 AMG, the brand intends to open up to new target groups and reach out to more people. In order to connect with a larger audience, “AMG” brand is being communicated in a simple and relevant manner. This communication has been done by connecting AMG with a creative expression- ‘Ah My God”. This is the strong feeling that current owners or brand enthusiasts get when they get inside an AMG car.

     

    ‘The Ah My God’ communication has been coined to capture the indescribable feeling of driving the car. The communication starts with a TV commercial where viewers are asked, ‘When was the last time you felt something you just couldn’t put into words? This feeling is further drawn parallel by getting behind the wheel of an AMG. It is this indescribable feeling which is put in words, through the expression - Ah My God!

     

    Eberhard Kern, Managing Director & CEO, Mercedes-Benz India commented, “The success of our New Generation Cars in India only gives us more reason to believe that, the CLA 45 AMG will fascinate our young customer groups. With this launch, Mercedes-Benz will be pioneering the ‘Compact Performance Sedan’ segment in India, similar to the introduction of ‘Compact Luxury’ in India. As the CLA 45 AMG will reach out to a whole new young customer group, we are launching the ‘Ah My God’ campaign which includes the first-ever India specific TV Commercial. The excitement and buzz already generated in the digital space even before the car’s India launch, is a testimony of the inherent strength of brand AMG and the bright prospect of the CLA 45 AMG.”

     

    Sajan Raj Kurup

    Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, commented, “Ah My God’ is a simple yet self-explanatory expression we have used to deliver the power of the CLA 45 AMG. We are excited to have been able to create the first ever TV commercial of Mercedes-Benz produced in India.”

     

  • LinTeractive would be offering a host of solutions including creation of a new website, SEO, SEM, etc

    LinTeractive wins digital marketing responsibilities for Saint-Gobain Gyproc

    By a correspondent

     

    Saint-Gobain Gyproc India, which manufactures an extensive range of Gypsum boards and plasters systems and solutions for partitions, wall panels, ceilings and internal wall linings has announced the appointment of LinTeractive as its digital AoR.

     

    Gyproc has been working with Lowe Lintas as its creative agency for some time now and found it fitting to pass on the digital mandate to the agency’s digital arm, LinTeractive. LinTeractive would be offering the following suite of services to Saint-Gobain Gyproc India Ltd. including creation of a new website, SEO, SEM, Digital Media Planning & Buying, Social media marketing and Digital campaign creation.

     

    On choosing LinTeractive as its digital agency, NE Subramanian, Head of Marketing at Saint-Gobain Gyproc India Ltd. said, “The choice of LinTeractive was influenced by the fact that it is a partnership with Gyproc’s ATL agency (Lowe Lintas). This was seen as an important factor in ensuring the work across mediums was integrated and spoke the same language to the consumer.”

     

    Adding further on the partnership, Subramanian said that the teams handling Gyproc across both agencies, LinTeractive and Lowe Lintas, are working closely to ensure that the brand message is being delivered seamlessly. “This includes creating a 360 degree campaign for Gyproc where the mass media work creates awareness and leads consumers to the Gyproc website where they are given more specific information that helps them in their decision-making journey. The campaign has been developed with this on and offline interaction as the focal point, making the partnership with LinTeractive integral to its success,” noted Subramanian.

     

    Vikas Mehta

    Commenting on the association with Gyproc, Vikas Mehta, CMO – Lowe Lintas + Partners & Head of LinTeractive said, “Gyproc is another great opportunity for us to build a seamless brand story on and offline. It’s tempting to assume that a category like gypsum boards should be largely B2B and hence boring. We believe Gyproc has the potential to move the conversation from Gypsum boards to great-looking-ceilings. We are delighted to partner Gyproc in the journey and look forward to playing a role in creating business success for the brand.”

     

    Gyproc India is part of the Euro €43 billion Saint-Gobain Group, the world’s leading manufacturer of ceilings, drywalls and gypsum plasters. The company is a pioneer in introducing lightweight interior construction practices in the Indian market, and its products and systems are the preferred choice of companies, builders, interior decorators and end consumers.

     

  • The campaign will see Himalaya passively adopt dogs sheltered at CUPA and take care of their food, shelter, medicines and other needs

    Himalaya unveils digital campaign on pet adoption

    By a correspondent

     

    Through its campaign, Build a Bond, Himalaya Animal Health has partnered with CUPA (Compassion Unlimited Plus Action), Bangalore, India, to sensitize people towards pet adoption.

     

    The campaign will see Himalaya passively adopt dogs sheltered at CUPA and take care of their food, shelter, medicines and other needs.

     

    Praveen Kala, Business Head – Animal Health Division, The Himalaya Drug Company shared, “Unfortunately, animal welfare is seen as the poor cousin to human welfare. We understand that the scale of the problem is huge. Our campaign is just a start. We have to collectively address the issue. This year, we have partnered with CUPA in Bangalore. In the coming years, we are hopeful of partnering with organizations across India and changing attitudes towards issues like pet adoption.”

     

    Through an app on the Companion Care page on Facebook, Himalaya is urging people to come forward and take a “pledge” for animals. For every pledge, Himalaya contributes one rupee to the CUPA Second Chance Adoption Centre in Bangalore, India. The idea behind a pledge is to let users take action and show commitment to the cause.

     

    Added Kala, “These are long-term initiatives through which we hope to sensitize people towards animal welfare. Today, we can add our voice to a growing group of experts and advocates in the field and give momentum to various causes. By partnering with animal welfare organizations, animal lovers, influencers in print and social media, we hope to spread the word and bring issues to the forefront.”

     

  • Phase II shall see the 360 degree campaign blitzkrieg starting from today across TV, print, radio, outdoor to even cinema

    Phase 2 of ‘Honda is Honda’ takes flight

    By A Correspondent

     

    Honda Motorcycle and Scooter India Pvt. Ltd. has released its latest corporate campaign titled ‘Honda is Honda’.

     

    In Phase I, ‘Honda is Honda’ campaign was teased at various social sites and blogs from 14-18 July followed by the TV teaser which was on-air from 15-18th July. Phase II shall see the 360 degree campaign blitzkrieg starting from today across TV, print, radio, outdoor to even cinema. Engaging with his 10 million fans, Honda’s brand ambassador Akshay Kumar too is promoting the campaign through his social page.

     

    The new corporate campaign ‘Honda is Honda’ aims to unambiguously demonstrate that Honda is the partner of choice for Indian two-wheeler customers in pursuit of their dreams. The objective is also to firmly embed Honda’s Wings as the metaphor/symbol of HMSI’s commitment to enable people to achieve the lift they seek.

     

    The film shows an entire town intrigued by a spectacle taking shape high up in the sky. From little girls and boys to elderly men, rural women to global travellers, working professionals to monks, all are seen looking up to the sky. What catches their attention is divers diving out of two planes and hovering over the town.

     

    People are seen peeping out of windows, standing on terraces and coming together to watch the spectacle. One of them is Honda’s brand ambassador Akshay Kumar. The divers finally come together to form the Wing aerially. The spectators are thrilled to see Honda Wing high up in the clouds. As they ride on their respective motorcycle and scooter afterward, they too relate to the same feeling of ‘flying’. Akshay’s voice over at the end says, “Zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain” (When we take our feet off ground, we get our wings).

     

    YS Guleria, Vice President-Sales and Marketing, Honda Motorcycle & Scooter India Pvt. Ltd. said, “‘Honda is Honda’ is not just another campaign but an important one to announce the start of a New Era as ‘Only Honda in Indian two-wheeler industry’; Honda has unleashed Wave 2.0 of its business expansion. As its next move, Honda is strategically reinforcing its solo and empowered identity – the ‘Wings’ as it makes inroads into rural environs. ‘Honda is Honda’ is our most ambitious 360 degree campaign and the first ever launched from the digital platform followed by other media.”

     

    “In the second campaign, we wanted to establish clearly that this ride is not just a ride but a flight. It is interesting that when we ride a motorcycle or a scooter, we lift our feet off ground. When birds fly, they lift their feet off ground. The brand had this incredible symbol, which we hadn’t leveraged. So it all came together in ‘zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain’ Brand Honda gives an experience no other brand can,” said Titus Upputuru, NCD, Dentsu Marcom.

     

  • The idea for the new TVC was born out of drawing parallels to the few moments in life that feel good. Thus was born the campaign thought of "Feels that good"

    ‘Feels that good’, asserts Polo in new TVC

    Globally, the Polo has been around and enjoyed for generations. In India too, the much-loved hatchback has been widely accepted in all its variants and editions. Which is why, when it was time to launch the New 2014 Polo, Volkswagen’s campaign had to ensure a similar level of enthusiasm and curiosity. For it was a clear case of ‘the good becoming better’.

     

    The idea for the new TVC was born out of drawing parallels to the few moments in life that feel good. Thus was born the campaign thought of “Feels that good”.Like all Volkswagen TVCs, this one too is endearing and simple, yet entertaining at the same time. Taking forward the thought of “Feels that good”, the film illustrates the story of two brothers. The younger of the two always gets the raw end of the stick, as he ends up with all the ‘hand-me-downs’ from his cooler older sibling. From school books to uniforms to shoes and even bicycles, it’s always second-hand. Ultimately, the story takes a big turn. The younger brother, now all grown up, comes into his own when we see him driving the sparkling New Polo, while his older sibling is still using a nondescript old car.

     

    Sonal Dabral

    Commenting on the campaign Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “The new refreshed Polo has unique features that deliver a superior driving experience. We used hand-me-downs as a creative device to make the point that driving the new Polo, with these features, makes you feel so good. It uses the tonality of all Volkswagen advertising where the product is at the centre and there is humour woven around it, leaving the viewer with a ‘feel good’ factor.”

     

  • The communication was developed as a tool to warm up the lady to the needs of her man

    Sequel to the Beer Shampoo man takes off

    Taking its Beer Shampoo proposition further, Publicis has unveiled a new TVC for the brand. The thought process that was followed for Beer shampoo was that while every man is entitled to buy his own manly Beer Shampoo for his own hair, there was a practical barrier. In most cases, the lady of the house reserves the first right to the shopping cart. Hence, it was critical for the brand to encourage the lady of the house to buy into Beer Shampoo.

     

    The communication was developed as a tool to warm up the lady to the needs of her man. It seeks to make the shampoo as essential to her own happiness as it is to her man’s. The communication achieves this by igniting the emotional trigger of every woman wanting her man to be manly, particularly in romantic situations.

     

    Commenting on the new TVC, Raja Chakraborty Head Marketing – J K Helene Curtis Limited said, “The recent Park Avenue Beer Shampoo creative has been conceptualised to generate more trials for the product among those who are aware but having some apprehension or the other to use it. We are sure this creative will put those apprehensions aside and get more trial into the product”.

     

    Bobby Pawar

    Bobby Pawar, Director – Chief Creative Officer – South Asia at Publicis Worldwide said, “This is Beer Shampoo Part Do – the sequel. It stars the epitome of manly man-ness, the peak of the pinnacle of male perkiness; Rockland Steel. He became quite a hit with the people in his debut. In this go-around we see the softer side of the man, as he waxes eloquent about what man hair feels like with his own style of poetry, which admittedly veers more towards cheesy than Shakesparean (I doubt if he can spell Shakesparean). Armed with a pan flute that magically transports you from place to place, he drops hair wisdom that is as golden as, well, his outfit.”

     

  • The TVC created by Soho Square will air across channels in nine different languages

    That’s my ride, affirms Honda Mobilio in new TVC

    Honda Cars India Limited (HCIL) unveiled a new ad campaign titled ‘That’s My Ride’ for new model Honda Mobilio. The new Honda Mobilio marks an evolution in the MPV segment by offering a unique combination of sporty exterior styling along with space, comfort and utility in just the right size to suit the needs of Indian families. Honda Mobilio, HCIL’s maiden entry into the MPV segment in India will be available in both Diesel and Petrol fuel options.

     

    The TVC created by Soho Square will start airing across channels in nine different languages.

     

    The objective of the ad campaign was to announce the arrival of the new 7-seater while keeping the focus on its rational as well as emotional benefits for the entire family. The film opens on a family which is a modern-day joint family of seven people. The family approaches its new car, the Honda Mobilio and breaks into a rap battle. The TVC depicts the idea of a perfect utility car for the entire family through this family rap battle. The grandparents, the kids, the mom are locked in a rap battle, trying to prove that the car was bought for them and no one else. The kids argue that their father loves them the most and hence bought the car for them. The car takes them places- be it vacations, game, park or school. At the end of their argument, each of them call the Honda Mobilio, “my ride”.

     

    Jnaneswar Sen, Sr. VP – Marketing & Sales, Honda Cars India Ltd said, “The Mobilio is essentially a family vehicle and requirements of each occupant have been taken care of while developing the Mobilio. The car has a very progressive style and also delivers all the rational features to drive the family around with all the comfort. Honda Mobilio is a car for the Man and the Family -“ApneLiye, ApnoKeLiye.” We are sure that the new Honda Mobilio will further strengthen the bond with our esteemed customers. The launch campaign “That’s My Ride” will specifically appeal to the family people.”

     

  • The campaign focuses on imparting education through television

    TV is good for kids, says Tata Sky in new TVC

    Tata Sky has launched its latest ad campaign ‘Ab Bachchey Seekhein TV se’ (Kids learn with television). The ad is set out to convey the fact that while television is a great entertainment medium, it is equally a good learning aid, helping children gain beyond bookish knowledge.

     

    The campaign is targeted primarily at the parents with children between ages 6 to 12 years, trying to break the myth most Indian parents have on ‘television is only mindless viewing for kids’. One of the three ad films features a young boy stating an interesting fact on how to find out if the eggs are old or new. Similarly the other two ads have two kinder garden aged girls quizzing the audience on facts about ‘rhyming words to orange’ or ‘how to escape a leopard’ that catch you by surprise and leaves you with a smile. All the three ad films deliver the overarching message -Television is good!

     

     

    Vikram Mehra

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “Kids today are smart, not just studious. Give them the right content in an interesting package and see them absorb the knowledge at lightning speed. Over the last few years, Tata Sky’s pioneering efforts in ‘education through television’ with interactive (Actve) services and a bouquet of infotainment channels have been very well received by subscribers, specifically kids. With this campaign we wish to take the message to markets across the country on how fruitful learning through television can be.”

     

     

    Abhijit Avasthi

    Elaborating on the ad campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather said, “If you ask any parent they would say that television and education are like chalk and cheese, rather most will insist that television gets in the way of education. But what we found out in research was quite the contrary. Parents are starting to recognize that there is enough wholesome content on television to supplement their kid’s academic learning, more so in smaller cities where there are very few avenues to give kids holistic education, television plays a role to provide that. Our campaign, ‘Kitna kuch seekh saktein hai bacche TV se’ features kids flaunting the interesting pieces of knowledge that they have learnt from the 13 learning channels that Tata Sky has to offer.”

     

  • Introduces new design unit as part of its brand identity

    Airtel unveils ‘The Smartphone Network’ ad campaign

    Bharti Airtel has launched its ‘The Smartphone Network’ (TSN) advertising campaign.

     

    The new campaign by Airtel rides on the surge in adoption of data services led by increasing penetration of smartphones across India. “Data is clearly driving the next phase of telecom revolution across the globe. In recognition of this phenomenon, we at Airtel have made significant technology and network investments to ensure we deliver the best data experience for smartphone users in India. ‘The Smartphone Network’ campaign by Airtel drives this very message in a manner that is intrinsic with our brand positioning”, said Mohit Beotra, Chief Brand Officer – Bharti Airtel (India).

     

    In line with brand Airtel’s larger positioning around enabling relationships – the campaign’s television commercial (TVC) is a thematic film with a contemporary take on the role that smartphones and data networks are playing in bringing millions of data savvy Indians closer to one another. “From ‘Express Yourself’ to ‘Har Friend Zaroori Hai, Yaar‘ – enabling magical relationships have always been at the very core of Airtel’s brand values. Our all new campaign strengthens Airtel’s legacy of identifying fresh and relevant insights around relationships – and is a contemporary take on this very theme”, added Beotra. Supporting the main TVC, a set of short commercials emphasizing the strengths of the Airtel data network (across parameters like faster video streaming, longer battery life etc.) will also be aired.

     

    Designed and developed by Taproot, the TVC will run on all national TV channels, and also have a strong presence in the digital world. The campaign will be supported by a strong presence on static media, including outdoor and retail.

     

  • The TVC provides a fresh take on gifting and explores new jewellery buying trends

    Make everyday a day of love, urges Bluestone through new TVC

    Leading online jeweller brand Bluestone.com has announced the launch of its new TVC starring VJ-turned-anchor Yudhisthir and actress Ira Dubey. The TVC explores the modern day relationships and how couples steal time for each other. Celebrating love and reinforcing the fact that there is no special occasion to buy jewellery, the new ad makes a dramatic departure from the way jewellery brands typically communicate in India.

     

    The latest ad from Bluestone.com provides a refreshing peek into changing dynamics of the modern day relationships. The campaign aims to break free of the perception that jewellery can be bought only on special occasions like marriages or festivals and reinforces the fact that young couples today are willing to create more occasions that they choose to celebrate by buying jewellery. While buying jewellery used to be typically a woman’s domain, with the ease of online shopping and a variety of options offered by Bluestone.com, now men too can participate in the act of choosing and buying.

     

    Speaking about the campaign, Gaurav Singh Kushwaha, CEO, Founder, Bluestone.com said, “Bluestone is looking to change the way jewellery is being purchased and has been pushing a lot of innovations in the industry. The new TVC establishes our intent to make the entire act of jewellery purchase into a memorable and romantic experience for couples. A lot of exciting innovations are being lined up which will be announced in the coming weeks.”

     

    Sharing his experience of shooting the campaign, Anil Thomas, NCD of McCann Erickson said, “When Gaurav and the marketing team briefed me I was very excited. They wanted to portray real and spontaneous relationships; hopeful and optimistic. After I wrote the script they said ‘Why don’t you direct the film” and that was the icing on the cake.”

     

  • The campaign has been conceptualised based on the insight that the young don't believe in half-measures; they will either go for broke or give it all up

    Jockey takes ‘The best or nothing’ route with new TVC

    By A Correspondent

     

    Innerwear brand Jockey has released a new campaign targeted towards the youth. The campaign has been conceptualised based on the insight that the young don’t believe in half-measures; they will either go for broke or give it all up.

     

    The TVC depicts a young man who spots a bunch of youngsters in a dance studio and is inspired to dance. Over the next few days he gets more and more consumed by his passion, as he works his way through his own inhibitions and setbacks. Finally, at a club, he is faced with a moment where he can either step up or sit down.

     

    Cariappa, Senior General Manager – Sales and Marketing, Page Industries shared: “The core philosophy of brand Jockey is ‘the best or nothing’. We live by this philosophy in whatever we do, right from product design to quality control. The youth of today resonates with this same philosophy and will not settle for anything which is second to the very best. We believe our three brand films will connect with our audience and inspire them to live by these emotions and aspirations.”

     

    Commenting on the creative thought process, Rahul Nangia, Chief Creative Officer, L&K Saatchi & Saatchi said: “It was amazing that so many people, who are so passionate about what they do, came together for this project, from across the world. From the client, to the director, to the production, to the crew, to the performers, to the composers, to the post-production guys; it has been the most strange and interesting motley of people. It is incredible that a theme like this found people who actually believed in giving it their all. I hope that honesty of purpose comes through in the films.”

     

  • Leading youth skincare brand launches its 'See the Real Me' campaign

    New Clean & Clear campaign inspires teens to reveal true self

    By A Correspondent

     

    Leading youth skincare brand, Clean & Clear, has released its new TVC which inspires teenage girls not to let their appearance and physical imperfections define them but instead to feel confident and assert their real talents and abilities. The latest TVC is a natural extension for the youth brand that has always played the role of a trusted friend that enables positive teen confidence.

     

    The brand that has been closely associated with ‘best friends’ who positively support each other is now using its strong relationship with teenage girls across the country to inspire them to celebrate what makes them different and is asking them to inspire each other to join the movement.

     

    The brand’s new philosophy of ‘See the Real Me’ stems from the insight that most teenage girls want to be loved and accepted for who they are but are afraid of being judged by others, especially because of their appearance. Based on insights from teenage girls in India, the TVC aptly addresses the issue of how teenagers very often get associated with nicknames that reflect their perceived image and not their actual talents. Through the new campaign Clean & Clear wants to inspire teenage girls to find the courage to look beyond the ‘name-calling’ and to embrace their uniqueness by celebrating their real achievements and capabilities with small acts of courage.

     

    According to Ganesh Bangalore, General Manager – Marketing at Johnson & Johnson India, “Clean & Clear fundamentally believes that every young girl has innate potential which makes her unique and special. All she needs is a little courage to dazzle people with her true abilities and inspire other girls around her.”

     

    The ‘See the Real Me’ campaign is being promoted on a global scale and the new TVC is the first step in disseminating the new message in India. After its huge and ongoing success in the US market, the campaign has been suitably adapted to address the issue of ‘name-calling’, which is prevalent amongst Indian teenagers.

     

    The 30-second creative ad features young girls talking about the nicknames they are given because of their appearance, such as oily skin or pimples, but then find the courage to show their real talents with Clean & Clear’s help. Developed by DDB Mudra Group India, the ad captures the essence of the campaign perfectly by featuring everyday girls who speak confidently about themselves. Instead of using trained actors and models, for the first time the agency has street-cast girls for an ad campaign to add what actors can’t – authenticity and spontaneity.