MxMIndia

Category: PRODUCTS

  • The film has been conceptualised by Ogilvy

    Godrej Hit unveils new film to promote Platelet Donor Community

    By A Correspondent

     

    Godrej Hit released a new digital film to raise awareness on the Platelet Donor helpline. Speaking on the film conceptualised by Ogilvy India, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd, said: ‘’Dengue has emerged as a serious threat to public health in India causing loss of life. While people are aware that mosquito bites causes dengue they are unaware of the curative measures, especially awareness about platelets is abysmally low across the country. Hence brand HIT, in-line with its efforts to fight dengue through various means, has taken up this responsibility to ensure that not a single life is lost due to unavailability of platelets. In order to ensure that, the brand built India’s first online platelet donor community to save lives of critical dengue patients. This helpline helps dengue patients find donors from a base of 1.25 lakh registered donor across 6 cities in India. Our aim is to shift consumer attitude and behavior from lack of awareness and apathy to awareness and registration as platelet donors.’’

     

    Added George Kovoor, Group Creative Director, Ogilvy Mumbai, on the film: “The Platelet Donor helpline reinforces Godrej HIT’s commitment to fight dengue. It has already saved many lives. This film is based on a true story of one such family. The film beautifully captures the emotion of a mother whose son was saved thanks to the helpline. And in turn make people aware of the helpline which they can access easily when in need of platelets.”

     

     

  • Akshay Kumar will endorse Massey Ferguson tractors

    TAFE signs on Akshay Kumar as brand ambassador

    By A Correspondent

     

    Leading tractor-maker TAFE (short for Tractors and Farm Equipment Limited) has announced a brand association with actor Akshay Kumar for Massey Ferguson tractors.

     

    Speaking on the association, TR Kesavan, President & COO – Product Strategy and Corporate Relations, TAFE said: “Massey Ferguson tractors with its superior performance and modern engineering is an industry leader in agriculture, haulage, infrastructure and industrial applications. We believe a dynamic, powerful and accomplished brand ambassador like Akshay will help build a strong connect with our customers.”

     

     

  • The tyre company promoted its five-year unconditional warranty offer

    Maxxis Tyres launches #PaanchSaalBemisaal campaign

    By A Correspondent

     

    Maxxis India, a sub-company of the Maxxis Group, the largest two-wheeler tyre manufacturer and one of the world’s fastest growing tyre companies, launched a digital campaign titled #PaanchSaalBemisaal. The campaign highlights Maxxis Tyres’ five-year unconditional warranty with first year free replacement.

     

    Conceptualised by Grapes Digital, #PaanchSaalBemisaal is a digital campaign around the idea, ‘Waade Pe Gaadi Nahi Chalti, Warranty Pe Chalti Hai’. The campaign uses humour through a crisp story to establish the brand property connect with election theme at the forefront.

     

    Commenting on the brand positioning through this campaign, Bing Lin Wu, Marketing Head, Maxxis Tyres said: “As India’s growing two-wheeler tyre company, we wanted our customers to know more about our industry-first 5-year unconditional warranty with 1st year free replacement. General elections gave us just the right opportunity to talk about warranty, in a contextually interesting way. We are confident that this campaign will appeal to a wide range of customers and acquaint them with Maxxis warranty, change the industry dynamics and help redefine warranty standards.”

     

    Said Himanshu Arya, CEO, Grapes Digital: “To choose warranty over waada (promise) was a powerful consumer-facing insight that we came across. #PaanchSaalBemisaal was the perfect hack to tap into the conversations around the general elections. It was action-oriented, well rooted in the product proposition and highly topical as well. With all the right boxes ticked we had just one question to answer- if not now, then when?” And addressing that concern the campaign was launched with a minute-long digital video. A quick repartee between the protagonist and a politician, the video ends on a message that says “Waade par gaadi nahin chalti, warranty par chalti hai” (Vehicles don’t run on promises, but only on warranty). Now, who can contest that?”

     

     

  • The brand positioning was initiated by LinConsult, the strategic consulting arm of MullenLowe Lintas Group

    Aamir Khan in Walkaroo campaign by Lowe Lintas

    By A Correspondent

     

    Footwear brand, Walkaroo has released its latest marketing campaign. With Aamir Khan as its new brand ambassador. The brand positioning was initiated by LinConsult, the strategic consulting arm of MullenLowe Lintas Group.

     

    Speaking on Walkaroo’s latest announcement, VKC Noushad, Managing Director of the company, commented: “We are excited to bring on board Aamir Khan as the brand ambassador as his personality completely resonates with the brand ethos. Aamir Khan is known as a perfectionist and has high regard across the country and

     

    Said S Subramanyeswar Group Chief Strategy Officer, MullenLowe Lintas Group: “When VKC approached LinConsult, the strategic consulting arm of the group, the resolve between us was clear. How do we break the category convention that revolves around functional claims and randomly employed star power, and to capture the soul of the young, bold, new generation, whilst placing themselves under their soles? We believed that for this audience, life is a series of ever evolving dynamic ‘wants’. It’s a relentless progress consumed by ‘what’s next?’ on the personal agenda. In a sense their lives could be summed up by the endeavor of constantly and ceaselessly walking ahead. Their feet have no time to rest. This rang true in their lives in terms of action as well, because these youngsters simply walk to wherever they need to go, even if sometimes their destinations are quite far.”

     

     

  • The film has been conceptualised by Wunderman Thompson

    Tata Pravesh digital film #ChoiceOfTheNation

    By A Correspondent

     

    Elections are all about our right to choose. Tata Pravesh – a brand of steel doors & windows from Tata Steel – brings Pehla Din, a film which celebrates #ChoiceOfTheNation. Running on digital media, the film is about new beginnings and opening the doors of our mind to progress.

     

    Commenting on the film, P Anand, Chief – Services & Solutions Business, Tata Steel Ltd., said: “True to its name, Tata Pravesh has always ushered in new ideas and encouraged people to look at things differently. Through all our films so far – Mother’s Day, Independence Day and World AIDS Day – we have attempted to make people pause for a while and think. The Pehla Din film is another milestone in this ongoing brand journey.”

     

    Commenting on the creative concept, Arjun Mukherjee, Executive Creative Director & VP, Wunderman Thompson, Kolkata said, “The individual whom people elect as their representative should work for the people, honouring the faith that they have reposed in him/her. This perfectly timed film aims to remind every elected representative how they should do justice to the mandate they have been given, where their responsibility lies and how they should address every challenge – with steely resolve, what else?”

     

     

  • The campaign has been produced by Aum Sai Production House and Directed by Raju Desai

    Fortune pays tribute to all Mothers

    By A Correspondent

     

    Mothers’ Day happened a few Sundays back, but since we just received this news, we are carrying it. Fortune oil launched a digital film conceptualised and executed by Triton Communications builds on the brand platform of Ghar Ka Khana Ghar Ka Hota Hai.

     

    Speaking on the campaign, Virendra Saini, Executive Director and Head, Triton Communications said: “Our Mothers are our best critics and also our strongest supporters and thus play a very crucial role in making us who we are, the video is a salute to all mothers encouraging them with a message to be the change they want to see in others by imbibing in their children respect and love for all women and treating them as equals”

     

    Added Ajay Motwani, Head of Marketing at Fortune: “The film is our tribute to Mothers, who inculcate progressive values in their children throughout their life. The film thought, Parose Achche Sanskaar, fits well with our Fortune brand umbrella platform, Ghar Ka Khana, where we celebrate home cooked food as food for the body and soul.” The campaign has been produced by Aum Sai Production House and Directed by Raju Desai.

     

     

  • Havmor launches new flavours

    Havmor launches new TVC

    By A Correspondent

     

    Havmor ice cream has launched a new TVC-led campaign created by Creativeland Asia. The 15-second film focuses on Cool Giaz (the two cows) where one of them is looking out for a new flavour and the other one gives him multiple choices.

     

    Expressing his enthusiasm on the ad campaign, Vincent Noronha, Vice President – Marketing at Havmor said: “Like every year, we are excited to introduce some new flavours this year as well. What better way than to reach out to our consumers through our very own Cool Gaiz. The TVC is helping the brand to spread the core message and reaching out to the target consumers. We wanted our ad to be creative and innovative just like our flavours, unlike traditional advertisements.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “It’s the summer of new at Havmor. So, all our communication has been around that. In this film, you see the Cool Gaiz in their usual staccato, funny way exploring the new ice creams at Havmor. It couldn’t have gotten simpler. It couldn’t have gotten cuter.”

     

     

  • The campaign was trending and grabbed the attention of 32.1 mn viewers and more than two crore comments

    Tata Salt Lite urges Twitterati to #TakeItLite on World Hypertension Day

    By A Correspondent

     

    On World Hypertension Day, Tata Salt Lite collaborated with rapper Baba Sahgal to create awareness about high BP and its symptoms.

     

    Commenting on the campaign, Sagar Boke, Head, Marketing, Consumer Product Business, Tata Chemicals said: “Hypertension is one of the single largest health condition that urban India is suffering today. It is 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 per cent low sodium salt and it is specially designed to provide consumers a convenient means to take preventive measures towards keeping the blood pressure in check. The campaign is another creative attempt to engage and educate the consumers. This campaign reinforces Tata Salt’s philosophy of salt as a health enabler and not just a taste enhancer.”

     

     

  • Leading architects like Kalpak Shah, Nishita Kamdar, Richa Bahl, Sarah Sham and Madhav Raman gave insightful talks on topics ranging from home décor to technology

    Design Dekko launches pop-up initiative ‘Connections’ in Pune

    By A Correspondent

     

    Design Dekko is a unique brand agnostic platform led by Godrej Group for architecture and interior design professionals to network, engage and collaborate with peers, brands and consumers.

     

    Commenting on the initiative, Sujit Patil, Vice President and Head Corporate Brand and Communications, Godrej Group, said:  “Godrej Group has always been at the forefront of creating platforms that foster engagement and collaboration. We are overwhelmed with the response received for our first pop-up event ‘Connections’ by Design Dekko. We launched Design Dekko just earlier this year and saw a phenomenal response from the architect, interior designers, and allied communities. Through our series of pop-ups, we aim to bring together the collective wisdom of design enthusiasts and professionals on one platform to cross-pollinate ideas and collectively raise the bar of the industry.”

     

     

  • The agency won the mandate following a rigorously contested pitch

    Khadim’s assigns creative mandate to Rediffusion

    By A Correspondent

     

    Rittick Roy Burman

    Footwear brand Khadim’s has assigned its creative duties to Rediffusion. Said Rittick Roy Burman, Head of Merchandising and New initiative at Khadim’s: “We are glad to join hands with Rediffusion as after reviewing  their recent set of work we felt it is a right combination  of insightful, youthful, fresh and effective creative communication  which tries to stand out in clutter. The team looked confident and capable of handling our brand.”

     

    Navonil Chatterjee

    Added Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion Brand Solutions: “We are very happy to partner Khadim’s in this exciting journey forward from a well-established, legacy brand to a brand that is dynamic, contemporary and has a pan-India appeal. It is clearly a level-next or a step-up for the brand’s ambitions.”

     

     

  • Brand’s newest innovation invites cheese lovers to experience #TheCheesyPull

    Taco Bell unveils campaign to promote ‘Quesalupa’

    By A Correspondent

     

    Taco Bell announced the launch of its latest product innovation, the Quesalupa, a crossover between a Quesadilla and a Chalupa. The brand has launched a digital campaign to promote the new offering.

     

    Said Sidharth Shukla, Senior Vice President & Head of Digital, Ogilvy Delhi: “Our task was to introduce the Quesalupa, a unique product made only by Taco Bell. It’s not a familiar word, just figuring out its pronunciation can be a mystery, and the fact that it isn’t really a taco even though it is shaped as one (and is actually a chalupa). We strategically focused on Quesalupa being a new delight for cheese lovers, who are crazy about cheesy fries or cheese pizzas.”

     

     

  • Boostcamp.com is a unique online sports training platform for aspiring young talent

    Wunderman Thompson launches Boostcamp

    By A Correspondent

     

    Conceptualised and created by Wunderman Thompson for GSK Boost, Boostcamp strengthens the commitment of the brand to inspire India’s next generation of sports stars.

     

    Vikram Bahl

    Commenting on the launch of Boostcamp, Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, GSKCH Indian subcontinent, said: “Boost has been a brand that is driven by the passion of winning big. This speaks directly to budding athelets and their aspirations. With the launch of Boostcamp, we are going one step further in delivering the promise of helping them win when facing their biggest challenges. The platform along with the country’s most celebrated sports talent has the power to transcend across touch-points to connect with budding/aspiring players  and empower them to win big, both in sports and in life.”

     

    Joy Chauhan

    Added Joy Chauhan, SVP & Managing Partner, Wunderman Thompson, Delhi: “Boost has always inspired young kids to play the bigger game. It is a natural step for brand Boost to take this commitment forward, by providing young cricketing enthusiasts a platform to hone their cricketing skills. Boostcamp.com, is a platform where champions make champions. It’s a great opportunity for aspiring sports enthusiasts to learn the game directly, from the legends of the game like MSD and Virat Kohli. I believe we live more online today than offline. In a first of its kind, online cricket training is here to stay and brand Boost has taken a first step towards this.”