MxMIndia

Category: PRODUCTS

  • Orient Electric, part of the USD 1.8 billion CK Birla group

    Dhoni turns his world upside-down in Orient Electric ad

    By A Correspondent

     

    Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote its brand Aeroslim. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. The new TVC creative by Contract Delhi and Oink Films features Orient’s brand ambassador MS Dhoni.

     

    Said Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric Limited: “Aeroslim is world’s slimmest smart fan loaded with umpteen features and Inverter technology for saving energy. It can be controlled by the Orient Smart App or via voice commands using Alexa and Google Assistant. Our 360-degree marketing campaign for Aeroslim kicks in from today, starting on social and digital platforms eventually leading to a full-fledged campaign by February.  I am sure that our TV ad, featuring beautifully composed jingle and visuals, will capture the audiences’ attention and create a lot of excitement. We have also worked out a robust TVC campaign flanked by print & cinema.”

     

     

  • The campaign has been conceptualised by Crescent Communications

    Jaquar launches inaugural ad film in water heaters category

    By A Correspondent

     

    Jaquar Group has launched its first ever ad film for Jaquar Water Heaters. The two ad films exhibit how water heaters can change the interiors of bath spaces, and outline their distinctive features. Jaquar Group is promoting the films across platforms such as television, cinema and digital. The campaign has been conceptualised by Crescent Communications.

     

    Speaking on the new brand campaign, Sandeep Shukla, Head- Marketing and Communication, Jaquar Group, said: “We are excited to launch the first ever TVC campaign for Jaquar water heaters featuring a premium look and advanced features. Jaquar Group possesses a strong legacy of understanding consumer requirements and matching it with superior technological solutions. With this TVC, we perfectly capture the brands commitment towards providing consumers with products that bring together the best of design and technology.”

     

    Added Rajesh Laikh, Executive Vice President, Crescent Communications: “After studying the product and the competition, we found that the most powerful impression it had made was the first one – on how it looked, its design! The technological superiority was an added benefit. So that’s why we decided on making its distinct appearance the hero of our strategy. The lovely, warm moments captured in the scripts written by our Creative Head on the project, Mr. Naren Kaimal, and executed beautifully by Director Anand Iyer and Show and Tell Films, have enabled us to do justice to the product’s potential.”

     

     

  • Swiggy’s little pup Coco, shows that on days when we want an extra hour and choose to leave the food to someone else, there is always Swiggy

    Swiggy asks, ‘What if your day had one hour more?’

    By A Correspondent

     

    For its latest campaign, Swiggy has partnered with Dentsu Webchutney to tell people how Swiggy can help them save one hour in the day, and what to do with it. In the campaign entitled #OneHourMore, Swiggy’s little pup Coco, shows that on days when we want an extra hour and choose to leave the food to someone else, there is always Swiggy.

     

    Said Ashish Lingamneni, AVP-Marketing at Swiggy: “With our hectic schedules and lifestyle, urban Indians are often left struggling to find the time to do the things we love. With the #OneHourMore campaign, we’re channelling a very common thought among all of us- what would I do if I could get a little more time on my hands? As everyday food ordering becomes increasingly common among Indians, Coco, the little pup gives us relatable options we can choose to spend our time on, leaving getting a meal on the table to Swiggy.”

     

    Added Ninad Gawhankar, Associate Creative Director at Dentsu Webchutney, Bangalore: “With the One Hour More films and microsite, we took a creative spin on the cliché of ‘a dog’s life’, to show that, if you really get down to it, there are ways to take an hour out in the day to do the things you love.”

     

     

  • Kantar IMRB presents its forecast based on consumer insights

    Predictions for Businesses & Brands

     

    By A Correspondent

     

    Kantar IMRB has presents a report on predictions for 2019 using data and reference from across business units within Kantar and syndicated studies such as- Target Group Index –Kantar IMRB, Global Monitor 2018- Kantar Consulting, Kantar Worldpanel, eMarketPulse- Kantar IMRB. The report offers insights to brands on what to expect from the market and solutions to reach out to the consumers in the most effective manner.

    Notes the report summary: “The outlook for India has never been so uncertain. With national elections looming a few months from now, the voter / consumer has much to consider. The resultant instability, compounded by a fast-changing technology, financial and business landscape has created a deep sense of insecurity in Indian consumers. Their overriding response would be to seek stability.”

    Said Preeti Reddy, CEO, South Asia, Kantar Insights Division: “At Kantar, we recognise that it is imperative to achieve a balance of human insight and data-enabled decisions in both the business world and our personal worlds. While data might give us the confidence to believe, our personal experience and foresight give us the guidance to act differently and courageously. In identifying the key trends and how they may manifest over the coming year, we have attempted to exhibit that spirit of digging deep and finding stability “

     

    So here are the key predictions:

    RECOGNIZE ME

    Consumer Truth

    68 % of Indians agree that they are free to shape their identities and transform themselves in whatever way they want. The percentage has increased sharply from 57% in 2017. As every micro-segment of India’s population demonstrates a hunger for recognition, they are no longer inspired by a few role models, but by achievers they see around themselves. They reject collective labelling as the emergent middle class, small town resident, aspirational homemaker, and would like brands to meet their unique needs and help fulfil their dreams. The defining characteristic about this duality is an expectation to be recognized for both selves:

    Market View

    Brands and categories which recognize the consumer for who they are and where they are will flourish. Expect identity and location data to be more precious than ever. For online retailers, a small-town push would be a no-brainer. Overall e-commerce spends by non-metro shoppers have quadrupled in 2018, while e-tail spends by metro shoppers have grown by 3X. The recognition of diversity and inclusion is inexorably making its mark in the consumer’s consciousness. A focus on regional language support – driven by technology use in local languages, has seen Google announce the addition of Marathi for its popular Google Assistant, with plans afoot for seven more Indian languages, including Tamil, Bengali, Gujarati, Telugu, Urdu, Kannada and Malayalam.

    User-generated content will grow by leaps and bounds as people of all shades and intent seek to be recognized. How marketers can understand human motivations and their diverse origins will pave the path for the fulfilment of their needs. There will be an explosion of agents of change. This will cause an evolution from coaching centres and middlemen, to enablers who are able to spot the potential and facilitate transformation, with technology playing the dual role of connector and showcase.

    PROTECT ME

    Consumer Truth

    47% of Indians say that they feel stressed these days. The percentage has increased from 39% in 2017; and more women than men feel this way. In 2018, Kantar brought to fore that consumers are in a state of perpetual anxiety. That feeling has magnified, with young Indians feeling even more anxious than ever – according to Kantar IMRB’s TGI study, 64% of 15-19-year old worry about crime and violence around them,

    Market View

    Protector products are expected to see a sharp uptick as we go forward into 2019. Hand sanitizers, for example, have grown by a massive 59% in the previous year, Chyawanprash – the traditional Ayurvedic immunity booster, by 26%.

    #Metoo has spurred women to find ways of defending themselves. Smart jewelry brand Leaf Wearables embeds a device called Safer Pro – priced at only Rs 1899, which sends out an alarm signal and the user’s location to predetermined contacts. The smart device recently picked up the $1 million Xprize for Women’s Safety. Expect more such devices, especially for young children, to hit the market soon.

    Implications

    With technology and social media giving birth to new forms of threat such as online trolling. Brands will have to create a stable, positive environment and enable support groups to change the discourse of negativity. At the same time, the entertainment industry – where portrayal of women as victims hitherto pandered to the male gaze and fantasy – will be compelled to change their storytelling and bring in more powerful women’s voices.

    STIMULATE ME

    Consumer Truth

    76% of Indians say that they’re looking for new experiences and sensations that will liven up their everyday activities. The percentage has increased from 64% in 2017. Indians are most likely to look for experiences that allow them to help and connect with others, are memorable and make them feel recharged. Mobile gaming has taken off and with 250 million gamers, India is one of the top 5 gaming countries in the world. The desire for new experiences and stimulation is not limited to young people. For many seniors, laughing clubs are passé – they are running marathons, and pushing the boundaries of their physical capability and flexibility, like taking up dance after 60. The penchant for celebration, which has been magnified by the Great Indian Wedding, is now a regular occurrence.

    Market View

    The momentum driving India’s Experience Economy will only increase in 2019. Over the last three years, the demand for adventure activities and local experiences grew by 178%, with the percentage of people above 50 years rising from 8% to 11%. According to beauty doyenne Shahnaz Hussain, over 700 spas are expected to open doors in the next two years. It’s an industry that is growing at 40% annually. Some travel agents are also reporting young inbound tourists paying anywhere between $150-250 to attend and experience the sensory overload of an Indian wedding. The multi-player game Player Unknown’s Battleground (PUBG) really took off after the launch of a mobile version in March. The ability to chat with other players adds significantly to its attraction.

    Implications

    Going forward into the next year, we expect that many more brands will leverage the power of senses to attract consumers. This will provide a more engaging user experience, even as new technologies such as AR/VR offer immersion and superimposition of imagined worlds for the consumer.  With gaming no more a niche experience, it presents a fantastic opportunity for brands to both be involved in the game ecosystem and to gamify their user experience.

    SERVE ME NEARBY

    Consumer Truth

    149% more traffic congestion than comparable cities around Asia – that’s what Indian metro dwellers have to deal with. Traffic congestion in Mumbai leads to commuters spending 135 per cent more time in road travel than any other Asian city; commuters in Kolkata take 171 per cent more time than the average to travel during peak hours, the figure for Delhi is 162 per cent. With the changing contours of Indian cities, neighborhoods will become more significant than the city itself. The consumer’s expectation is that all the services will be delivered at the doorstep.

    While the benefit of proximity in terms of convenience is obvious, the opportunity for service providers is enormous. We are witnessing a reskilling of this workforce, particularly in the form of leveraging technology and improvement in customer service. The familiar warm relationship between the neighborhood grocer, chemist or barber will be increasingly enabled by technology.

    Market View

    91% of the people surveyed by Cashkaro.com said that they will spend more money on e-commerce sites in 2019. A massive part of that growth is expected to come from services, with specialized platforms gaining popularity over marketplaces. At-home service platforms like HouseJoy and UrbanClap have witnessed exponential growth in customers and service providers alike. The latter reported 2.5 million registered users, with 75% repeat users and average transaction value between Rs 1200-1500. The home chef business is pegged at Rs 408,040 crore in 2018; It is estimated that there are as many as 2 lakh beauty professionals across India, with nearly one-fourth of them being freelancers. Online curated beauty services platform Vanity Cube, which services between 150-200 bookings a day, expects that demand to grow 15X within a year.

     

    Implications

    There’s a massive B2B opportunity for food, beverage and grooming brands to fulfil the unique needs of the service providers – in the form of new products and new ideas. Brands need to work out how to engage with them and convert them into advocates. Content marketing will become the norm – and it will be vital to help them create interesting content using the entire gamut of options from Instagram to TikTok. Simplifying the transaction through payment gateways will become as important soon, as rewarding customers and users for their loyalty.

    UNPLUG ME

    Consumer Truth

    53% of Indians (amongst those who use the internet) say that they wish social media had less of an influence in their lives. Even as technology engagement grows by leaps and bounds – the 18% growth in the number of smartphone users in 2018 is the highest in the world – a growing section of the population is reducing their screen time and seeking ways to reconnect physically with the world. Astronomy buffs in Mumbai head out to far-flung villages over the weekend; travel experience platform Unhotel offers walks in the Himalayas along with book readings and guided bird-watching. Mainstream newspapers like The Times of India propagate the joys of a Slow Life unhindered by technology. Even the Maharashtra government steps in to declare one day in a week as a ‘No Mobile’ day.

    Market View

    Digital detox is emerging as a big business, starting at the very top of the heap. Tech platforms such as Android and the iPhone track and report all our screen time; Android labels it under the ‘digital wellbeing’ banner. The SHUT (Service for Healthy Usage of Technology) clinic in Bangalore has seen as steady rise in the number of patients seeking help for tech deaddiction ever since it opened four years ago; As more people embrace physical activity ranging from the new-age Zumba to traditional yoga to long-distance running and cycling, the athleisure market has exploded, growing by nearly 14%. Some 35000 people of all ages were at the starting line of the Delhi Marathon, each having paid Rs 1900 to participate. It is no small wonder that there are now over 1000 marathons organized in cities big and small across India. On a more sedentary note, even book reading clubs. Litfests have mushroomed across cities, from Pondicherry and Chandigarh to Pune, Jaipur and Allahabad, some reporting a threefold increase in visitors over the last 2 years.

    Implications

    The travel and leisure industry has much to feel optimistic about as more Indians seek physical and social in-person experiences. In the face of uncertainty and pessimism, this kind of reconnection and exploration provides platforms for stability. In 2019, we expect even more brands and industries to find opportunity in addressing the growing realization of the perils of technology engagement, particularly at a young age. Others will rekindle the nostalgia of relationships, memories and places that allow us to rediscover ourselves.

  • New identity reflects breathtaking transition of brand Bajaj from being a domestic scooter maker to a global motorcycle powerhouse in only 17 years

    Bajaj Auto unveils new brand identity

    By A Correspondent

     

    Bajaj Auto Ltd has released its new identity as ‘The World’s Favourite Indian’ to announce its transition from a domestic scooter maker to a global motorcycle major in only 17 years. The brand TVC has been created by Leo Burnett.

     

    Said Rajiv Bajaj, Managing Director: “Our international performance is validation of our strategy of focus and differentiation. Our unwavering commitment towards building the best motorcycles in the world through design, technology, quality and customer satisfaction have made us a truly global brand. Bajaj brand is not only The World’s Favourite Indian, but also perhaps the most illustrious ambassador for Make in India initiative of the Indian government.”

     

     

  • Rolls out inaugural global brand campaign

    L&K Saatchi & Saatchi wins global commss mandate of Rotimatic

    By A Correspondent

     

    L&K Saatchi & Saatchi has won the global communications mandate of Rotimatic, the hi-tech and fully-automated flatbread-making robot from a Singapore-based company, Zimplistic. The company has rolled out its first-ever global integrated campaign that seeks to build awareness and relevance of Rotimatic and make it a household name for the Indian diaspora across the world. The campaign has been conceptualized and executed by the Mumbai office of Law & Kenneth Saatchi & Saatchi and is targeted towards global Indians staying across different corners of the world.

     

    Pranoti Nagarkar

    Commenting on the launch, Pranoti Nagarkar – Founder and Co-CEO, Zimplistic said: “Brand Rotimatic has made rapid strides in the last two years. We now have a volume base of over 50,000 happy customers and this felt the perfect time to share our brand message through our first brand campaign. Roti invokes nostalgia among the Indian diaspora and brings families together at the dinner table. Our communication captures that. We’re sure our customers and fans will relate to the core message of fresh healthy garma-garam rotis.”

     

    Anil Nair

    Sharing his views on the brand campaign, Anil Nair, CEO – L&K Saatchi & Saatchi added: “We’re thrilled to team up with Rotimatic on this exciting journey. The words ‘garma garam’ invoke a delicious memory in the minds of Indians across the globe and that’s why it is the centre-piece of the campaign. We are sure this communication will resonate who many Indians staying in different corners of the world and who desire to have healthy homemade and garma-garam rotis.”

     

     

  • Sabse Saste 5 Din this year will be held between 23 -27 Jan across Big Bazaar stores

    Big Bazaar releases its annual Republic Day campaign

    By A Correspondent

     

    As part of its annual Republic Day initiative, Big Bazaar has collaborated with rapper Emiway Bantai, one of the rapper of the upcoming movie Gully Boy.

     

    Sabse Saste 5 Din this year will be held between 23 -27 Jan across Big Bazaar stores. Said Pawan Sarda, Head of Digital, Future Group: “We always make sure that the brand is moving along with the customer and our constant endeavour is to do things to be relevant to young India. Digital is all about topicality and how best a brand can integrate the same in its storeytelling. Thus with the buzzing rap culture catching the fancy of the entire nation, we chose to do a rap to announce the launch of Sabse Saste 5 Din with Emiway.”

     

    Added Anil Nair, Managing Partner, Law & Kenneth Saatchi & Saatchi: “Big Bazaar is a brand that has constantly tried to be relevant and in touch with the spirit and changing needs of young India. Be it with our various Facebook 24-hour LIVEs or the Twitter Decide Your Price promotions or the Google Smart Search. Our collaboration with Emiway Bantai is part of immersing ourselves into their conversations and narrative.”

     

     

  • The new TVC revolves around the theme that each person has within them an ‘inner Mahi’

    Dhoni promotes new thinking for Netmeds.com

    By A Correspondent

     

    Netmeds.com has launched a new campaign with brand ambassador and cricketing icon MS Dhoni.

     

    The new TVC revolves around the theme that each person has within them an ‘inner Mahi’ who can rise to the occasion, shoulder responsibilities and look out for the members of the family. The campaign has been conceived by Publicis India and directed by Aatish Dabral.

     

    Said Pradeep Dadha, Founder & CEO, Netmeds.com: “Netmeds.com is fully geared to handle the specific needs of patients who are dealing with chronic illnesses. And equally important is the caregiver, the person in the household who is entrusted with the task of managing the medical needs of the ailing family member. This new campaign is based on the fundamental concept of distance caring, showing both the patient and the caregiver, that we deliver quality healthcare solutions across the country.”

     

    Added Suraj Pombra, EVP, Publicis Capital: “Every once in a while, one is rewarded with perfect pitch conditions: (a) a client like Netmeds.com that’s been leading the e-pharmacy market and delivering to satisfied customers across the country, and (b) a brand ambassador like MS Dhoni whose sense of responsibility doesn’t need any introduction. Our team had to rise to the occasion and fulfil our responsibility with an equally powerful communication platform that exploits these conditions to the maximum. ‘Har Ghar Mein Mahi’ leverages the core ethos of both MSD and Netmeds.com. But most importantly the idea is an ode to the Mahi in every home, those who carry the responsibility of taking care of their ailing loved ones, and Netmeds.com is their ally. The idea is delivered through various media formats in film and static, and we hope to extend and expand it as we move on.”

     

     

  • This campaign has been conceptualised by Leo Burnett India

    Jeep Compass asserts its dominance with ‘This Is It’

    By A Correspondent

     

    FCA India’s SUV brand Jeep, has unveiled a new integrated campaign, ‘This Is It’, for its flagship model, the Jeep Compass. The campaign is conceptualised and created by Leo Burnett India.

     

    Speaking about the new campaign, Rahul Pansare, Head Marketing & PR – FCA India said: “The Jeep Compass doesn’t stand for anything mundane, mediocre or ordinary. It gives you the freedom from everything that shackles you to life’s mundaneness. The film shows a couple in their Compass, leaving behind everything that keeps them tied to the drudgery – jobs, cubicles, bosses, meetings, weekend trips to the supermarket and even the Saturday night trip to a mall or movie theatre, to name a few.”

     

    Added Rajdeepak Das, MD – India & Chief Creative Officer – South Asia, Leo Burnett: “The Jeep Compass is one of the most successful brands in the country. What is especially interesting is how it owns ‘outdoors’ as a space, in a way no other brand does. Our team has done an excellent job of communicating everything the Jeep stands for, into a great film. ‘Go anywhere. Do anything’ is a great start for the campaign.”

     

     

  • The new ad film underlines the dual benefits of Combiflam Icyhot and highlights how it is the ‘strong reply to strong pain’

    Combiflam Icyhot takes on strong pain in new ad campaign

    By A Correspondent

     

    Sanofi India has launched its new ad campaign for its topical analgesic – Combiflam Icyhot. The film has been conceptualized by Ogilvy and was developed on the insight that pain can weigh one down and can derail one’s day to day life. Effective respite from pain can help people get back on track and move forward.

     

    Said Nikhilesh Kalra, General Manager – Consumer Healthcare, India & South Asia, Sanofi: “We understand how everyday pain affects the quality of life. No matter how much care one takes, physical pain of some sort will find its way to us. Strong pain needs an effective pain relief solution. Combiflam Icyhot is a topical pain reliever available in gel and spray format for instant and long lasting relief to people suffering from muscle pains and sprains. Given the clutter in the pain segment, our ad is distinctive and hence, memorable, delivering the brand message and the product benefits in an engaging manner.”

     

    Speaking about the ad film, Srreram Athray, Group Creative Director, Ogilvy said, “The film is a quirky take on the pain we may suffer in our everyday lives that end up robbing us of vigour. We tried to deliver the brand message in a way that would resonate with most Indians, in a way never tried before within the category.”

     

     

  • The thought behind this initiative is to enhance the user’s online shopping experience and make it easy and fun

    Fbb unveils its ‘Talk to fbbonline’ initiative

    By A Correspondent

     

    Fashion pret brand Fbb is set to reintroduce fbbonline, through its ‘Talk to fbbonline’ campaign. With an exclusive fbb bot, inclined to connect with online users and drive e-commerce.

     

    Said Prachi Mohapatra, Marketing Head at Fbb: “fbb has been a fashion destination for many. We wanted to provide the same fashion to our customers within the comfort of their homes. By launching the ‘Talk to fbbonline’ we wanted to offer our customers an easy access to their favourite fashion trends, through a simple command. With this campaign, we wanted to leverage the voice search technology and create a better connect with our audience.”

     

    Added Chandni Shah, COO, Social Kinnect: “Voice search is set to shake up the world of digital marketing this year, and it is the perfect time for a brand in the fast-moving retail space – like fbb – to utilise it. Enabling real-time communication with consumers, and creating yet another marketing touchpoint to increase one’s reach – voice search is here to stay. We’re excited to work with fbb on this on-trend campaign to reach more customers than ever.”

     

     

  • The account was won following a multi-agency pitch

    Leo Burnett India wins creative mandate for Cholayil brands

    By A Correspondent

     

    Leo Burnett India has won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura and Krishna Thulasi for their entire existing product portfolio and future launches. The new business was won after a multi-agency pitch. Leo Burnett India’s Mumbai office will look after the brands.

     

    Speaking about partnering Leo Burnett India, Pradeep Cholayil, CMD, Cholayil Private Limited, said: “Medimix is a heritage Ayurvedic brand which is turning 50 next year. The brand stands for its Ayurvedic goodness and efficacy and has a good connect with its users. We are very strong in the Western region with good footprints in a few north markets. The consumer today has realised the significance of Ayurveda and is slowly shifting from cosmetic products to natural products. We believe that it is the right time for us to expand our presence in the Northern and Eastern markets by leveraging this trend. Today, Medimix has become a global brand with a presence in close to 30 countries. Given this objective and our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Leo Burnett India. We liked their creative approach, the quick understanding of the category and understanding of the brand’s objective.”

     

    Added Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett: “Medimix has very strong equity in personal care. India is witnessing a big revival of interest in Ayurveda and its solutions. With the equity of Medimix and the current megatrend in favour of our indigenous solutions, I am sure Medimix will gain further mind and market share. As the partner agency, we will be thinking of the brand narrative in a way that it keeps the brand contemporary and talks to its audience through various media choices available today.”