MxMIndia

Category: PRODUCTS

  • The campaign has been conceptualized by Ogilvy and Mather

    Tata Salt Lite creates awareness on hypertension via latest ad campaign

    By  A Correspondent

     

    Tata Salt Lite has launched its campaign to spread awareness on hypertension and its symptoms. It has been conceptualised by Ogilvy India.

     

    Commenting on the new TVC, Sagar Boke, ‎Head- Marketing, Consumer Products Business, Tata Chemicals, said: “Many studies have shown that a majority of the urban adult population in India suffers from hypertension, a life-threatening condition that can be effectively managed by controlling the intake of sodium along with an active lifestyle. Tata Salt Lite is a 15% low sodium salt specially designed to provide consumers a convenient means to take preventive measures towards keeping the blood pressure  in check. The objective of this new campaign is to increase the awareness about the early signs of Hypertension and take preventive action, well in time.  This campaign reinforces the Tata Salt philosophy of salt as a health enabler and not just a taste enhancer.”

     

     

  • The campaign celebrates moments of ‘decision making’

    Racold unveils its #ShowerDecision campaign

    By  A Correspondent

     

    Racold has launched a new integrated marketing campaign titled #ShowerDecision.

     

    Commenting on campaign strategy, Ramnath V, Managing Director, Ariston Thermo India said: “The new campaign emphasises on the transformative quality of hot shower from Racold in clearing their mind and enabling to take shower decisions. It resonates with the brand pay off of reborn every day with hot water that Racold offers through its wide range of state-of-the-art water heaters. As leader, we wanted to strike relevance with our TG at an emotive level, engrained in the core benefit. We wanted to get away from a feature based me-too communication and wanted to converse rather than communicate with our consumers. We want our consumers to play a role in defining our brand.”

     

     

  • This experiment was limited to the cities of Mumbai and New Delhi

    L&K Saatchi & Saatchi partners Renault to reveal India’s worst drivers

    By A Correspondent

     

    Renault India has partnered with its creative agency Law & Kenneth Saatchi & Saatchi to monitor the driving habits of motorists across a few important locations. The team installed cameras across key sites and monitored the traffic violations that took place every hour. This experiment was limited to the cities of Mumbai and New Delhi, usually the hub when it comes to evaluating driving patterns of people on the roads.

     

    Virat Khullar

    Commenting on the initiative, Virat Khullar, Vice President and Head of Marketing, Renault India said: “Renault stands for ‘Passion for life’ which in a way means easy life for our customers. But for an easy life with cars, one important aspect is to follow the rules defined for driving these cars on road. In India we all face huge traffic issues and true to our nature, all externalise the fault. This campaign is an attempt to portray reality that the traffic situation can only improve if we change ourselves and respect the road.”

     

    Charles Victor

    Added Charles Victor, Executive Director, L&K Saatchi & Saatchi: “This initiative – Driving Smiles, is a wonderful initiative by Renault where we try and give back to the world we sell to. From lighting up villages during Diwali to lighting up smiles at an orphanage during Christmas, the initiative has always tried to take a step towards change. What better change to expect than to change the way Indians drive. This little social experiment aimed at showing us that the change needs to begin with us.”

     

     

  • Lowe Lintas Kolkata, the agency-on-record for Veedol, has conceived the ad campaign

    Lowe Lintas executes campaign for Veedol’s Take-Off

    By A Correspondent

     

    Veedol has launched a new campaign for its flagship brand – Take-Off. Lowe Lintas Kolkata, the agency-on-record for Veedol, has conceived the ad campaign that targets 2-wheeler riders in the country.

     

    The campaign film conceived by Lowe Lintas focuses on the innate characteristic of young Indians who challenge the status quo and set things right for the common good. The narrative is woven around these purposeful youth of today who see themselves as agents of change, with the inherent confidence and intent to make a difference to the society as a whole.

     

    Commenting on the campaign, R N Ghosal, Managing Director, Veedol India said: “The campaign showcases Veedol’s full range of motorcycle and scooter engine oils in an upbeat, youthful ambience with an over-riding sense of purposeful action built into the narrative. This would go a long way in enhancing Veedol’s imagery, in step with several other brand interventions we have undertaken recently like the launch of the new international packaging. I believe that this campaign is an important milestone in positioning Veedol as a vibrant and youthful brand of choice for emerging consumers.”

     

    Added Janmenjoy Mohanty, Regional President, Lowe Lintas: “While tuning into the larger India story, we were looking for a youth truth that would suitably reflect the current dynamic. Our search led us to the fact that young people are self-starters, who will not wait for things to happen, but effect change themselves. That is what makes them the ‘young engines’ of a fast-changing India. A belief we reflect in the new communication for Veedol.”

     

     

  • The film has been produced in association with Culture Machine

    Quaker film highlights plight of underprivileged

    By A Correpondent

     

    As part of the Quaker Feed a Child initiative that aims to create awareness for the issue of hunger amongst children, Quaker India has released a digital film ‘The Last Meal’. Produced in association with Culture Machine, the video takes an authentic social experiment route to bring forth the dichotomy of the world we live in, where the privileged masses take access to food for granted, versus the underprivileged who struggle for each meal.

     

    Speaking about the initiative, Nobel Dhingra, Brand head – Quaker, PepsiCo India, said: “It is disturbing that less than one-third of children in India receive adequate nutrition. Quaker Feed a Child is a social initiative based on a powerful thought that urges us all to make every festival or occasion more meaningful by simply pledging a fistful of nutrition to feed a child. With the new year approaching, we hope that people will choose to share their festive cheer by taking a pledge to feed a child.”

     

    Added Sharique Khan, Vice President- Brand Solutions, Culture Machine: “One of the most unfortunate facts today is that most children in our country do not have access to timely meals to satiate their hunger; which is the most basic necessity to any life form. It is our duty and responsibility, as humans and own beings , to create an awareness and also to do whatever we can in our small way to end this, one child at a time. Culture Machine in association with Quaker, urges its viewers to take a pledge and do their bit for this humane cause.”

     

     

  • FCB Ulka will service the brand from the Bangalore office

    FCB Ulka awarded creative mandate for Kurl-on

    By A Correpondent

     

    FCB Ulka has won the creative mandate of mattress manufacturer, Kurl- on . FCB Ulka will service the brand from its Bengaluru office.

     

    Ashutosh Vaidya

    Speaking on the occasion,  Ashutosh Vaidya, CMO, Kurlon, said: “Kurlon is a brand undergoing an immense transformation from being known as India’s largest selling mattress brand to becoming a leader in cutting edge technologically driven home comfort products. We wanted an agency that could understand this vision and work with us through the journey in achieving collaborative success. We met many agencies through a pitch process, but FCB Ulka stood out in their ability to translate our market ambitions with clear strategy, differentiated creativity and a unique understanding of the digital ecosystem. We are confident of this partnership and look forward to meeting milestones together.”

     

    Theresa Ronnie

    Commenting on the win, Theresa Ronnie, Vice President, FCB Ulka- Bangalore said: “Kurl-on is a great brand with an impressive presence in the Indian market. They wanted an agency partner who understood their business aspirations. We in turn, were very impressed with their ability to understand and seek the differentiation that good creativity brings to brand growth. We are encouraged by the quality of the partnership thus far and hope to build a new chapter for Brand Kurl-on together.”

     

     

  • The film has been created by Roadrunner Productions

    Himalaya campaign raises awareness on children with clefts

    By A Correpondent

     

    The Himalaya Drug Company has launched a new campaign “Ek Nayi Muskaan” as part of its social impact initiative, Muskaan. Through Muskaan, Himalaya Lip Care has been helping to raise awareness about cleft lip and palate and supporting free cleft treatment for underprivileged children, in partnership with international cleft charity, Smile Train.  The film has been created by Roadrunner Productions.

     

    Said Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company: “Through our partnership with Smile Train, Muskaan aims to help raise awareness about cleft and ensure that more children receive the cleft care they need at a younger age. A smile is an expression of happiness, and with “Ek Nayi Muskaan”, we intend to create more smiles by helping children achieve their dreams and live a fulfilling life. This initiative reflects our overall brand thought – “Khush Raho Khushaal Raho” that captures our vision of ‘Wellness in every home, Happiness in every heart’.”

     

     

  • This advertisement has been created by Chrome Pictures under the direction of Vijay Veermal

    Chrome executes ad for Housing.com

    By A Correspondent

     

    Housing.com has unveiled its latest ad campaign staring Vicky Kaushal and Kiara Advani. This advertisement has been created by Chrome Pictures under the direction of Vijay Veermal.

     

    Said Vijay Veermal, Director, Chrome Pictures: “Real estate as an industry isn’t one that interests youngsters. The challenge was to attract them as an audience and get them interested in something as boring as real estate. The final result of the TVC definitely helps achieve this challenge and of course the fun onscreen chemistry between Vicky and Kiara really reflects well in helping the ad be more convincing.”

  • The shopping event is being conducted in 88 stores and 37 cities

    Brand Factory announces third season of ‘Free Shopping Weekend’

    By A Correspondent

     

    Brand Factory has announced the ‘Free Shopping Weekend’ (FSW) whereby it informs customers #DontShopAtFSW if they like being rewarded only with discounts. The third edition of event which was scheduled to have started yesterday (Dec 12), will be on till Sunday, December 16.

     

    Brand Factory rolled out a 360-degree integrated campaign supported by print, TV, digital, OOH, radio along with corporate and student community tie-ups.

     

    Said Roch Dsouza, CMO, Brand Factory: “This is one of our biggest property and we wanted our communication to not only be direct but also fresh and exciting. #DontShopAtFSW is not just an attempt to break the clutter but it’s backed by solid consumer insights. We took this route for our digital campaign and both the films bring out the true customer experience when they hunt for deals online or during EOSS of full price retailers. They are as direct and convey the message spot on. We backed this idea with content and we are already witnessing some crazy response.”

     

     

  • The mandate would be managed out of the agency’s New Delhi office

    L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

    By A Correspondent

     

    Leading stainless steel conglomerate, Jindal Stainless Ltd, has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch.

     

    The mandate will be managed out of the agency’s New Delhi office and would span the gamut of offline and online mediums including television, print, outdoor, radio and digital.

     

    Said Abhyuday Jindal, Managing Director, Jindal Stainless: “Our aim is to bring JSL close to the consumer’s heart, as a brand. We want the consumers to be aware of the versatility of the metal, the role it can play in their lives and that it is not just limited to industrial usage. This provides us with the task of reinventing the way we communicate about the brand and to do that, I whole-heartedly welcome Law & Kenneth Saatchi & Saatchi as our strategy and communication partner in creating this new approach.”

     

    Added Anil Nair, CEO and Managing Partner, L&K Saatchi & Saatchi: “The ambition of redefining a category is challenging and exciting. And we’re looking forward to doing the work that is going to do deliver that.”

     

     

  • Launches new commercial to reposition the brand as the ‘DreamMaker’

    Peps unveils new brand positioning

    By  A Correspondent

     

    Peps Industries has announced its new brand positioning – ‘DreamMakers’. Conceptualised by Phantom Ideas, which recently won the brand’s creative mandate, this is the first in a series of 10 to 30 second spots highlighting Peps’ proposition of a good night’s sleep as vital to chase dreams.

     

    Said K Madhavan, Managing Director, Peps Industries: “Peps has led by example with respect to disruptive innovation in the mattress category. With the new brand narrative, we seek to bring a fresh perspective in the spring mattress category via product innovations that will shift focus from great sleep to waking up refreshed with a purpose. Thereby, harnessing one’s ability to perform at their peak to chase and achieve their goals.”

     

    Added Robert Anthoney, Founder and Chief Creative Officer at Phantom Ideas: “To start with, it has introduced yet another fresh perspective through a compelling proposition that seeks to ‘give purpose to energy’. When PEPS got on board, the mandate was clear – Change the narrative. Take the brand to the next level. When we observed the consumer and category canvas, we realised there is a tremendous opportunity to add purpose to post-sleep energy by plugging into the dominant mood that was sweeping the country, especially with the age cohort that would dominate the emerging consumer demographics.”

     

     

  • With a focus on youth, the need of hour for them is to be in control constantly in their lives

    Fastrack promotes Reflex Wav in new ad

    By  A Correspondent

     

    Fastrack has launched a brand film that promotes its new launch, Reflex Wav.  Said Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories: “At the heart of it, the Fastrack Reflex Wav is a true innovation, its features and build quality is a first to the market. Reflex Wav while the slimmest smart band with a display, also introduces ‘gesture control technology’ to the consumer, unabashedly. This gesture control feature helps one change music and take pictures with a simple twist of the wrist.

     

    Added Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas: “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavour of this year.”