MxMIndia

Category: PRODUCTS

  • Created for Exide, by J Walter Thompson, the film has been directed by Abhishek Sinha

    Exide celebrates the joy of being a kid in latest brand film

    By A Correspondent

     

    On eve of Children’s Day, Exide launched a brand campaign showing how as adults we fail to keep up the positive, cheerful drive in life we had as kids.

     

    Commenting on this film, Uttio Majumdar, Head of Marketing, Exide Industries Limited said: “As a brand, Exide not only believes in the irrepressible drive within oneself but fosters it as well, in practice and in spirit. So on Children’s Day, we found a great opportunity to show the world how important it is, not to let go off this childlike inner drive while we grow up.”

     

    Added Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata, who conceptualised the film: “Kids keep learning from us every day. But on Children’s Day, we decided to change the narrative, by letting children teach us adults a thing or two about life. And show us show how we can embrace life as it comes, with a lot more positivity and drive.”

     

    Created for Exide, by J Walter Thompson, the film has been directed by Abhishek Sinha.

     

     

  • Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes

    HIL unveils brand campaign for Birla Aerocon

    By A Correspondent

     

    Birla Aerocon, the green building solution brand from the house of HIL Ltd. announced the launch of a new campaign titled ‘Naam Birla Dekhke Lena’. Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes.

     

    Commenting on the ad film, Dhirup Roy Choudhary, MD & CEO, HIL Ltd, said: “Birla Aerocon Pipes and Fittings, from the house of HIL, is a world-class product that is made with TrueFit Technology which ensures leak-proof pipes and fittings. Our latest campaign for Birla Aerocon pipes and fittings showcases the trust BIRLA as a brand entails, which is world renowned and is associated with top quality products. Our products cement the same trust amongst all our channel partners through our superior quality of pipes and fittings. Through the campaign, you can see how together with our products we are building the trust and happiness amongst customers and plumbers alike.”

     

    Added Nilay Moonje, Group Creative Director, Ogilvy: “When it comes to repairs or fitting pipes we rely on the word of the experts in the field, the plumbers. We thought, what if we made the plumber our hero as well as the victim of ordinary pipes and in turn communicate the reliability and assurance of Birla Aerocon Pipes. So we got this hilarious idea of a plumber who literally puts his name and reputation on the line.” In addition to that he says, “All credit to the Client team for loving and supporting the script all the way and Suresh Triveni for doing such a fabulous job directing it.”

     

     

  • The campaign addresses the procrastinators and urges them to secure themselves with an appropriate Life Insurance cover, at an early age

    Aegon Life’s new campaign takes tension away from life

    By A Correspondent

     

    Aegon Life has launched its latest campaign #NoTension. The intent of the campaign is to establish the need for millennials to become self-dependant when purchasing insurance, without postponing the act for yet another day. To embody the above Aegon Life has roped in actor Vicky Kaushal. The campaign has been created by Brand Capital’s Brand Strategy team.

     

    On the launch of this campaign, Vineet Arora, MD & CEO, Aegon Life Insurance said: “Our new campaign brings to forefront that stress is a major concern in today’s time and while everything else remains uncertain, protecting your loved ones and their dreams should not be a reason to take tension. The campaign urges the new generation to not procrastinate and advises to act right away.” He further adds, “We are delighted to welcome Vicky Kaushal to the Aegon Life family. He bears a close resemblance to the brand as a young, evolving, dynamic, confident and independent individual and is the best fit for the campaign.”

     

    Adding to this, Sam Subramaniam, CEO, Brand Capital, said: “Aegon Life has always approached marketing insurance products to the millennial audience in a unique and differentiated way.  In many ways Aegon Life is the only “Millennials First” Insurance Company in India.  We at Brand Capital are delighted to be a key shareholder in Aegon Life and to also provide marketing support through our Brand Strategy team”.

     

     

  • The campaign comprising of a film and outdoor campaign has been conceptualised by Ogilvy Bangalore

    Ogilvy creates new campaign for Mi A2

    By A Correspondent

     

    Xiaomi has launched its latest campaign for Mi A2 that showcases the features of this product in delivering the key selling point which is photos, especially in low light. It addresses how consumers face a common challenge of capturing great low light pictures which is a concern for most smartphone devices.  The campaign comprising a film and outdoor campaign has been conceptualised by Ogilvy Bangalore.

     

    Said Mahesh Gharat, Chief Creative Officer, Ogilvy South: “One look at the specs of the Mi A2, and one would realise that it clearly is the frontrunner when it comes to clicking great pictures in low light. Our challenge was to translate this benefit into a clutter-breaking and memorable piece of communication. We started with a simple life insight. People today are constantly clicking pictures. One doesn’t know when one’ll chance upon a magical moment that’s worthy of sharing on your timeline. These films exaggerate the fact that these moments are not going to wait for you because your phone camera is not good enough to click pictures in low light. The take out – with the Mi A2, you can be forever ready. Cinematic flair and a great track is what makes these TVCs sticky and unforgettable. And this was just the beginning of the campaign. There’s lots more to come.”

     

    Added Anuj Sharma, Chief Marketing Officer, Xiaomi India: “As a brand, we dedicate ourselves towards offering the best of consumer experience to our Mi Fans and customers across India. And our new campaign precisely highlights this aspect of our brand. As perfect moments don’t wait, Mi A2 ensures that our Mi Fans and customers never miss out on their perfect moments. And these moments live on as much cherished memories forever, no matter what the conditions are. This is only possible because of our commitment to providing the best of our innovative technology to all, and therefore we will continue to deliver the best.”

     

     

  • It has been conceptualised by Dentsu One

    Queo launches brand campaign targeted towards HNI consumers

    By A Correspondent

     

    Luxury brand Queo has launched its latest campaign that has been conceptualised by Dentsu One. The campaign narrates Jacqueline Fernandez’s journey and her quest for the best-in-class bathroom experience.

     

    The campaign, launched across digital, cinema and print medium targets HNI consumers for whom opulence is a way of life. It is not just a showcase of the Queo world but a testament to the uncompromising standards of living and a mood of indulgence that the brand stands for.

     

    On the launch of the film, Manish Bhatia, President Building Products Division, HSIL Limited, said: “We got the luxury brand Queo to India in 2011, with an aim to create the luxury segment in bath spaces as it did not exist back then. Designed and conceptualised by leading European design masters, Queo, is a testimony to the intricacy and finesse in craftsmanship. This new campaign with Jacqueline resonates with this uncompromising standard of the brand. She fits in perfectly as she exuberates the class, the elegance and the attitude that matches with the brand. I feel this attitude towards luxury reflects a new Indian customer who won’t accept compromises.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One, on the campaign: “Luxury marketing is largely about imagery and lifestyle. We wanted to add a layer of attitude. The campaign not just celebrates the uniqueness of Queo products but also the unique demands of a star like Jacqueline

     

     

  • The multi-platform digital campaign addresses the issue of gender inequality through the dialect of fashion

    Aditya Birla Fashion’s ‘People’ unveils inaugural brand campaign

    By A Correspondent

     

    Fashion brand Poeple from Aditya Birla Fashion and Retail Ltd. has launched its #LetsBePeopleFirst campaign as a part of the larger theme #WhyNot. The new campaign takes the route of gender inequality prevailing in society and calls out the Indian millennial to go beyond the stereotypes that have been established.

     

    Commenting on the campaign launch. Sooraj Bhat, CEO-Fast Fashion,  Aditya Birla Fashion and Retail Ltd said: “At People, we believe we exist to enable the consumers to explore their identity and style. We felt we needed to launch this brand with a strong thought and Famous Innovations came up with the idea of ‘Why Not?’ because that’s a question on every young consumer’s mind in terms of following stereotypical rules. With ‘Why Not’ a specific theme of gender equality emerged and ended with the line, ‘Let’s Be People First’.

     

    Added GV Krishnan, Famous Innovations: “People has a very distinctive merchandise for the youth. With the idea ‘Why Not?’ we seek to give voice to the youth who are actively questioning societal stereotypes. This year we take gender stereotypes head on with the Campaign ‘Let’s be People First’ urging everyone to put an end to gender biases that plague us today.”

     

     

  • The TVC highlights Kala Hit’s Lime Fresh fragrance variant and how it kills mosquitoes

    Lowe Lintas executes brand campaign for Godrej Kala Hit

    By A Correspondent

     

    Godrej Hit has unveiled a new campaign for mosquito repellent Kala Hit.

     

    Sharing his thoughts on the TVC, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Limited, said: “Kala Hit is the undisputed leader in the home insecticide aerosol segment. Lime fresh fragrance is a key offering from Kala HIT, added to our portfolio in 2015. Killing dangerous mosquitoes hiding in every corner of the house and pleasant fragrance are the dual benefits people can derive from this aerosol variant. The TVC successfully highlights Kala Hit lime fresh as a convenient solution for households.”

     

    Added Arun Iyer, Chairman and CCO, Lowe Lintas: “The brief was simple, but two fold – We had to continue building relevance for the Aerosol format by educating people about the dangerous mosquitoes hiding in corners and also land the new news about Lime Fragrance. The film beautifully captures both these key messages in a humorous way, which has been core to the brand DNA.”

     

     

  • The company also announced a change in the naming architecture of its properties

    Treebo undertakes brand repositioning exercise

    By A Correspondent

     

    Travel brand Treebo has unveiled a new brand identity in line with the vision that the company adopted for itself earlier this year.

     

    Said co-founder Sidharth Gupta: “Treebo exists to provide delightful experiences to every single traveller. That’s the purpose we defined for ourselves earlier this year. As part of this vision, we see ourselves as more than just a hotel chain. In fact, we aspire to play a key role in enhancing a traveller’s experience in all aspects of his/her journey. We stand for making the joy of travel accessible to everyone by solving the experience problems that often come in the way, especially at a budget price point.”

     

    Design firm Dev Kabir Malik Design Studio worked with Treebo on the new identity and brand architecture.

  • DHFL Pramerica is taking on the behaviour of postponement around Life Insurance

    DHFL Pramerica unveils its #KalSePehle digital campaign

    By A Correspondent

     

    DHFL Pramerica Life Insurance has launched the second film of its three-film digital campaign – #KalSePehle to promote the importance of life insurance in an individual’s life. Noted a communique: “Through this campaign, DHFL Pramerica is taking on the behaviour of postponement around Life Insurance. #KalSePehle is a three-part film digital campaign that addresses three different types of procrastination behavior. From procrastinating exercise to prioritise another hour’s sleep to postponing an outdoor game with children on a weekend or delaying healthy eating over to enjoy a sumptuous meal, this digital campaign targets it all. The series is part of a larger campaign with creative collaterals across online and offline media.”

  • Launches #YoungandResponsible campaign, partnering with young music sensations – Arjun Kanungo & Jonita Gandhi

    HDFC Life chooses music to connect with young millennials

    By A Correspondent

     

    HDFC Life Insurance has launched the second edition of its campaign #YoungandResponsible. Through this campaign, HDFC Life aims at busting the myth that young millennials are reckless and irresponsible and endeavours to set straight the record on how the youth have been misunderstood over the years.

     

    Said Devraj Sanyal, Managing Director & Chief Executive Officer of Universal Music Group & EMI Music, India & South Asia: “Music is a pulse which connects the youth and HDFC Life effectively uses this as a medium to share their message. It has been an insightful collaboration where we got a chance to understand and share our expertise to create a track which is aspiring to break age old dogmas about the young being reckless.”

  • In order to drive maximum engagement, the commercial was divided into two parts, the teaser and the reveal

    Ceat promotes Gripp X3 range of tyres in latest campaign

    By A Correspondent

     

    Ceat has launched its latest campaign to communicate the message of its Gripp X3 range of tyres.

     

    Said Nitish Bajaj, Senior VP, Marketing, Ceat Ltd: “Our Gripp X3 brand campaign has been created to generate consumer awareness and promote the benefits of a tyre that has an ‘Everlasting’ grip. This campaign brings alive the key benefits of our Gripp X3 tyres developed on a consumer insight that consumers become less confident while driving with old tyres. The campaign highlights the Gripp X3 tyre with dual compound technology that provides a grip as good as a new tyre even when the tyres become old, thereby allowing the rider to ride tension free. Furthermore, this launch of CEAT Gripp X3 delivers on our vision of Making Mobility Safer and Smarter, Everyday.”

     

    Added Rohit Dubey, Group Creative Director, Ogilvy & Mather: “Consumer’s involvement with bike tyres is extremely low. Most riders only think about their tyres once in approximately two years when it is time to replace them. In this scenario, we built involvement with the product by making engagement, central to our creative thought of landing the benefit of Gripp X3, a tyre that maintains its standard of performance over time. This also allowed us to leverage multiple executions across digital and social media, to increase salience.”

  • The campaign is driven by a mix of TV, print, OOH and digital

    Tata Steel unveils corporate brand campaign

    By A Correspondent

     

    Tata Steel has embarked on a corporate brand campaign that celebrates the brand as the catalyst for ushering in a new era in the journey of the organisation.

     

    The campaign line #WeAlsoMakeTomorrow, which recalls the iconic line We Also Make Steel, emerged from the fact that the future is being shaped by imagination and imagination needs steel to become a reality.

     

    Commenting on the brief, Bindu Sethi, Chief Strategy Officer, J. Walter Thompson said: “We were required to reimagine the role of Tata Steel in today’s world. The continuing importance of a company like Tata Steel in shaping the future of our world. The brief to creative was: imagination and ideas would remain in the mind and on paper unless Tata Steel makes them a reality. That is the power of steel. Tata Steel’s technology and innovation gives life to imagination that shapes our future.”

     

    Added Senthil Kumar, Chief Creative Officer, J Walter Thompson said: “The Tatas wanted to build a steel plant in 1907 and chose Sakchi, a village in the jungle by the banks of two rivers. They ended up building the shining city of Jamshedpur that is exemplary in so many ways. This pioneering culture of innovation in the company led the epic campaign created by JWT in the late eighties ‘we also make steel’. It is an honour for JWT to have worked on the past, present and the future of this legendary company, building a bridge of steel from yesterday to tomorrow. While working on this campaign we met thousands of Tata Steel employees, team leaders and business heads. We rediscovered a company that is shaping the future, with steel at its core and the pioneering culture of innovation as the collective soul for over a hundred years. But what drives innovation is pure childlike imagination. And that is the leap we took to deliver the new line – We also Make Tomorrow.”