MxMIndia

Category: PRODUCTS

  • The campaign has been created by L&K Saatchi & Saatchi

    Sterling Holidays TVC on joy of holidaying

    By A Correspondent

     

    Sterling Holiday Resorts Limited has unveiled a TV and digital campaign for pan-Indian audiences. The campaign captures Sterling’s brand philosophy of Holiday Differently by showcasing the various curated holiday experiences and discoveries that the brand offers to its guests.

     

    Speaking on the launch of the campaign, Ramesh Ramanathan, Managing Director, Sterling Holiday Resorts said: “Sterling has evolved from being a pure play time share company to a holiday company, catering to both our Sterling members and the FIT segment. In order to position ourselves as an experiential holiday company, we re-launched our brand in December 2017 with the brand promise of Holiday Differently! We now want to bring alive this promise to our target audience by launching the brand communication on TV and digital media.”

     

    Said Rohit Malkani, National Creative Director, L&K Saatchi & Saatchi:  “From shooting sunrise in the highest tea estate in India to discovering local sweets we never knew existed, the film is a glorious, non-stop montage of these discoveries and experiences. Shot with a mixture of GoPro and a Mini Alexa, we’ve shot with natural light and minimal frills to keep the traveller experience authentic and inviting.”

     

    The TV campaign will be aired on national media commencing from February 2019. Sterling is also planning to amplify the brand campaign through digital, social, OTT, press and cinema.

     

     

  • The campaign aims to reach out to its consumers with a compelling reason to book their international travel online

    Alia & Ranveer return with new brand message for MakeMyTrip

    By A Correspondent

     

    MakeMyTrip Limited has launched its new TV campaign with its brand ambassadors Ranveer Singh and Alia Bhatt. The campaign aims to reach out to its consumers with a compelling reason to book their international travel online with features like – MMT 24×7 Hotline for International flights and hotels and international hotels preferred for Indians.

     

    Commenting on the new TVC, Saujanya Shrivastava, Group Chief Marketing Officer, MakeMyTrip said: “With continuing upswing in Indians traveling internationally for leisure and business, being India’s one-stop-travel shop we want to provide the best solutions that go beyond just range and address issues that may crop up during overseas travel. This campaign is tethered in Indian traveller behaviour insights and highlights solutions that will best serve Indians travelling internationally by focussing on ease and assured assistance. Our new campaign provides yet another persuasive reason to book international flights and hotels online.”

     

    Talking about the campaign, Hemant Misra, Managing Director, MagicCircle, said: “The features for this campaign come alive the most when experienced, it’s why we created a journey for a family that went through those experiences. Not only did this allow us to highlight the criticality of these customer focussed features but also allowed us to highlight a very important aspect of partial usage of MakeMyTrip.”

     

  • Other action on the field and the half-time, there's much anticipation for the commercials played at Super Bowl each year. Presenting our fav ads

    The Best of Super Bowl LIII Commercials

     

    Other action on the field and the half-time, there’s much anticipation for the commercials played at Super Bowl each year. Here’s a selection of the Top 10

    Game of Thrones X Bud Light | Official Super Bowl LIII Ad

     

    Marvel Studios’ Avengers: Endgame – “Big Game” TV Spot

     

    Amazon Alexa

     

    Pepsi: More Than OK – #SBLIII

    https://youtu.be/9sYElEbRzKA

     

    Doritos | Chance the Rapper x Backstreet Boys Super Bowl OFFICIAL VIDEO #NowItsHot

    https://youtu.be/WTMzIZhI7q8

     

    Stella Artois

     

    Microsoft Super Bowl Commercial 2019: We All Win

    https://youtu.be/_YISTzpLXCY

     

    The Handmaid’s Tale: Season 3 Teaser

    https://youtu.be/PuWg6AyzETg

     

    Washington Post Super Bowl message: Democracy Dies in Darkness

     

    Toy Story 4 | Big Game Ad

     

    Pampers, Adam Levine, John Legend and Chrissy Teigen star in “Stinky Booty Duty 2.0”

    https://youtu.be/S9A9Uw9e2p8

     

     

     

  • The Ariel film reinforces the belief that its ‘Acts not Ads’ can nudge society towards a positive change, writes Sanjeev Kotnala

    Does new #ShareTheLoad ad push mindset change? Yes!

     

    By Sanjeev Kotnala

    There are many cases of brands running campaigns with social cause that they don’t really imbibe or believe it. Many of them are under done to tick the CSR box. Then there are brands that find their mojo and run with the cause as a philosophy, a belief.  There is commitment and willingness to at least an attempt going long distance with it.  Tata Tea ‘Jaago Re’ and Ariel ‘#ShareTheLoad’ are two such examples.

    I love Brand Ariel’s decision on continuing with its ‘Share The Load’ initiative.  It is a small but definitive positive contribution to remove the stains of Gender Inequality!

    Domestic chores and the resultant workload is an accepted norm for women in many countries. The foundation of this stereotyping is laid from childhood and is reinforced at every stage of growing up.  From the games girls are expected to play or not play, the colour they must prefer, the jobs that they should take up and the societal expectation from the bride. The behaviour of their parents, their roles and sharing of responsibilities reinforces it.

    Unfortunately women are an equal party to the crime and have been helping propagate the cause. At every stage, women are told they have a specific role. The acceptable definition of a good wife has all the ingredients of ‘Taking the load’.  It does not matter if she works, how much she works or who has the time in the home.

    Change takes time. You have to keep attacking it.

    The 2015 Ariel film ‘Husband’ first raised the question. It had just one possible answer that most families refuse to acknowledge. The DAD film placed the issue in spotlight, and the next film ‘SON’ continues to take it further.

    The brand continues to explore the arena and direct our attention to possibilities. Maybe it made a difference in homes of millions of males who pledged to ‘Share The Load’.  The question will remain valid for many more years to come. Nudging the audience is a valid approach.

    WHY ‘SHARE THE LOAD’.

    One can argue if the approach ‘Share The Load’ is bold enough. One can question if this is the definition of progressive thinking. Why not say ‘Do Your Part’ instead of ‘Share The Load’. The concept still pins the household chore as a women’s area of work. Is it not a case of built-in inequality?

    THERE IS CHANGE.

    It’s no denying that centuries of conditioning has made even the most progressive thinking and educated women accept laundry as their responsibility. Men believe it is not something they are expected to do.

    There is a change in attitude. My discussion with many young ladies suggest that in spite of them expecting their mother to do the laundry, the new generation girls see their future husband contributing in household chores. And they are willing to bridge the gap of inequality by sharing the husband’s workload and responsibilities.  The next film may address the daughter of the house to make the point.

    The Ariel film has surely been contributing in this mind change. It reinforces the belief that its ‘Acts not Ads’ that can nudge the society towards a positive change.

    ………………………………………………………………

    Here are the other two films of the campaign.

     

     

    And here is the case film explaining the cause and the initiative.

     

     

  • The campaign highlights the power of streaming HD quality live

    Idea encourages good behaviour with its new ad campaign

    By A Correspondent

     

    Idea has launched its new ad campaign ‘Idea 4G – India ka live network’.

     

    Speaking about the campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea said: The way we behave is often dictated by who is watching us. The fear of ‘Log kya kahenge’ is inherent amongst all. With live video streaming fast gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. With Idea 4G – India ka Live Network, we are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.”

     

    The new campaign has been developed by BBDO India and the TVCs have been directed by Sukriti Tyagi.

     

     

  • The TVC carries forward the brand’s message, ‘Kuch Naya Sochte Hain

    Milton addresses concern of every kid with its hands-free sipper offering

    By A Correspondent

     

    Milton has released its latest film for its hands-free sipper bottles for kids. The TVC carries forward the brand’s message, ‘Kuch Naya Sochte Hain’.

     

    Said Ajay Vaghani – Managing Director, Hamilton Housewares: “With the kids’ range of Milton Hands-free Sipper Bottles, we at Milton continue to pursue our belief in offering innovative products that make the lives of our customers effortless and convenient. We are keen to address a mother’s concern of germs being spread by their children’s hands onto their water bottles that make them prone to illnesses. As a leader in houseware products, we encourage mothers to let their young ones follow their curiosity, continue exploring and enjoy their adventurous days with Milton by their side.”

     

    Added Kunal Jeswani- CEO, Ogilvy: “Every child’s natural instinct is to explore, to discover and to play. Hygiene is the last thing on their minds. Milton understands this and also that parents are the ones who are constantly worried about cleanliness. With this range of hands-free sipper bottles, children can grow without the hygiene measures hindering their carefree childhood and parents can have one less thing to worry about!”

     

     

  • Conceptualised by Ogilvy India, the ad is directed by Prasoon Pandey

    Asian Paints launches new campaign with Ranbir Kapoor

    By A Correspondent

     

    Asian Paints has launched a campaign to establish Ultima Protek as the gold standard in protection for the exteriors of every home. Conceptualised by Ogilvy India, the ad is directed by Prasoon Pandey. The film portrays Ranbir Kapoor as an aspiring politician.

     

    Speaking about the new ad, Amit Syngle, COO, Asian Paints Limited said: “The consumer of today is showing more involvement in the painting process and is clearly looking for products offering unique solutions. Asian Paints Ultima has been at the forefront of technology led innovation. Ultima Protek, with its Lamination Guard and 10-year performance warranty, is the Gold standard of exterior paints today. Consumer research on exterior painting threw up a powerful mnemonic – ‘Lamination’, a term that they interpreted to imply strong protection from multiple elements – water, dust and time itself. In this new film with Ranbir Kapoor, this ‘lamination led protection’ is juxtaposed with a topic that evokes a passionate interest among Indian consumers – politics.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai: “The film is a humorous take based on the life of a politician, whose life is full of ups and downs. And how the protection given to his house by Asian Paints Ultima Protek, gives the politician the confidence to just keep going on. No matter what.”

     

     

  • The TVC drives awareness on the use of face scrubs to get rid of tough blackheads

    Himalaya ad highlights face-wash attributes

    By A Correspondent

     

    In its new campaign for Himalaya Purifying Neem Scrub, Himalaya addresses the consumer apprehension of face scrubs being harsh on the skin, and brings it as a gentle solution to tackle tough blackheads.

     

    Said Rahul Panchal, General Manager, Marketing–Face Cleansing, Consumer Products Division, The Himalaya Drug Company: “Today’s consumer is quite aware about her grooming needs. She knows her skin concerns and is constantly on the lookout for effective solutions. Blackhead as a concern is acknowledged but not addressed. The commercial is based on the consumer insight that one of the biggest barriers in the usage of face scrubs is harshness associated with the products. Consumers are apprehensive to try out scrubs, since they fear that any abrasive reaction may harm their skin. They are especially worried about blackheads, and seek products that are gentle, safe, and effective”.

     

    Added Ravi Kumar Cherussola, Creative Director – 82.5: “The common notion is that scrubs can be harsh on the skin and hence it shouldn’t be used often. Our objective through the commercial was to highlight the ingredients and properties of the Himalaya Purifying Neem Scrub that would convey the USPs of the ingredients and augment trust towards the product. Hence, we came up with a simple message highlighting the strengths of the product”.

     

     

  • The new campaign reiterates importance of immersing in the real moments and enjoying the different flavours of life

    Lay’s launches second phase of ‘The Real Flavours of Life’

    By A Correspondent

     

    Following the launch of its campaign in 2018, Lay’s has launched the second phase of its campaign, ‘The Real Flavours of Life’.

     

    Said Dilen Gandhi, Marketing Director, Western Snacks Category, PepsiCo India: “Having launched the campaign last year successfully, it is extremely encouraging to see ‘The Real Flavours of Life’, that carries a powerful message, find resonance amongst the consumers. We hope that with the second phase of the campaign, Lay’s continues to nudge people towards celebrating moments, high and alive. With this campaign we are proud to have channelized the energies of youth to enjoy the real flavours of life.”

     

    Added Senthil Kumar, Chief Creative Officer, J Walter Thompson India: “We wanted to draw the youngsters’ attention away from the virtual to the real in a young, light and ‘Lay’s’ way. And it makes me extremely proud to see that our campaign ‘The Real flavours of Life’ found wide acceptance amongst the youth last year.  With the second ad in the series going live, we wish to keep the momentum going and make more youngsters realise the importance of immersing in the real.”

     

     

  • The account will be managed by the agency’s Bengaluru office

    Ola ropes in Orchard and Indigo to lead marketing mandate

    By A Correspondent

     

    Cabride-hailing aggregator Ola has roped in Leo Burnett Orchard and Indigo Consulting to lead the mobility brand’s marketing services mandate in the country. The mandate includes brand strategy, new launches, content strategy, and digital communications, and was awarded post a competitive multi-agency pitch. The account will be managed by the agency’s Bengaluru office. It was handled earlier by the Bengaluru-based Happy Mcgarrybowen

     

    Said Dheeraj Sinha, Managing Director – India and Chief Strategy Officer – Asia, Leo Burnett on the win: “Ola is one of the few brands born in India that are defining the fundamentals of how we live. The brand is changing the rules of mobility for India, while enabling respectable livelihoods for over a million driver-partners. As an agency, we are really chuffed about this mandate, as this is an opportunity to take the story of a revolutionary Indian brand into their next stage. We are thrilled to partner with Ola and leverage the strengths of Leo Burnett Orchard and Indigo Consulting teams to build a unified brand platform.”

     

    Added Anand Subramanian, Senior Director, Marketing Communications at Ola: “We look forward to this partnership with Leo Burnett Orchard in our mission to build mobility for a billion people. Over the past eight years, the Ola brand has evolved to become one of the world’s largest mobility platforms, impacting the lives millions of customers and partners alike. We are confident that this new partnership will help resonate the brand’s voice amongst Ola’s 150 million+ users and beyond.”

     

     

  • Raktda enhances the body’ss ability to absorb iron better from one’s everyday diet

    Maharishi Ayurveda empowers women to embark on their dream journey

    By A Correspondent

     

    Raktda from Maharishi Ayurveda has launched a new print campaign conceptualised by Grey.

     

    Said Ramesh Yadav, Global Head of marketing- Maharishi Ayurveda: “Iron supplements category has by and large operated at a functional level in India. We wanted to reposition the category and shift the focus of conversations from the product to the aspirations of women, thereby building stronger relevance and affinity for the brand in her life.”

     

    Addedd Ketan Desai, President and Growth Officer, Grey Group: “Raktda presented an exciting opportunity to create conversations around the importance of iron in our dietary regime. Given the lack of education around this category, we had a dual pronged challenge of creating condition awareness whilst keeping the aspirations and realities of today’s women at the center,”

     

     

  • The brand will henceforth be called WLS

    ITC Wills Lifestyle launches new identity and direction

    By A Correspondent

     

    ITC Wills Lifestyle will now be called WLS.  Building on the brand’s promise, the new brand logo represents the confluence of all the primary elements – earth, wind, fire, water and space.

     

    Said Vikas Gupta, Divisional Chief Executive Officer, ITC LRBD, unveiled the new identity: “Evolved consumers understand the consequences of their actions – on themselves, their communities and the planet. As global Indians demonstrate greater confidence and appreciation of the authenticity of Indian roots and heritage, they seek garments that reflect their identity. Our new direction is an amalgamation of these insights, inspired by all that is real and catering to consumers who value responsibility and originality. Our entire product cycle – from ideating and designing desirable garments, to sourcing and then manufacturing – has been reoriented to live up to our promise to consumers, that we are the only destination for crafted, all-natural and authentically designed stylish apparel that tells a unique story in the modern workplace.”