MxMIndia

Category: PRODUCTS

  • Launches #FlushTheAwkwardness campaign to raise awareness about the importance of menstrual hygiene

    Roca partners We Are Water Foundation to break myths around menstrual hygiene

    By A Correspondent

     

    To break the taboo around menstruation and to address the existing awkwardness, Roca, along with its CSR wing, We Are Water Foundation India has launched an integrated campaign on World Menstrual Hygiene Day. The brand kicked-off a holistic campaign comprising of various initiatives including a digital campaign for mass awareness, installation of unique pad library for female employees and installation of sanitary pad vending machines across nine schools in rural India for free access to sanitary pads.

     

    Commenting on the initiative, Mayuri Saikia, Marketing Head, Roca Bathroom Products said: “This Menstrual Hygiene Day, our initiative is to sensitise males and apprise them with the challenges faced by women during their menstruation cycle and lending normalcy to it. Being reminded that a woman is menstruating affects the perception of her competence and likeability. Along with sensitisation, Roca has also initiated the concept of keeping a Pad library at workplace and urges other corporates to do the same. Roca along with We are Water Foundation India has also installed sanitary pad vending machines across various schools in the country. We hope that this will be followed by other corporates and industry at large.”

     

    Additionally, the foundation has set up sanitary pad vending machines across nine schools in Bhiwadi, Alwar, Vellore and Chennai to help girls adopt hygienic practices and access free pads to live a healthy life.

     

     

  • American Tourister has launched its exclusive Champions Edition luggage

    Mithali Raj joins American Tourister to cheer for the men in blue

    By A Correspondent

     

    American Tourister has extended its ongoing #YourAccessToTheWorld campaign, spearheaded by captain of Team India Virat Kohli.

     

    Said Anushree Tainwala, Executive Director Marketing, Samsonite South Asia: “With the excitement building as we head into this year’s cricket world cup, I’m thrilled to introduce American Tourister’s newest campaign. As the entire nation comes together to support our brave squad, this video serves as an outlet for our passion and excitement. With contributions from every gender, age group, and section of society, and led by the wonderful Mithali Raj, we’ve perfectly embodied the strength that lies in our diversity!”

     

    Added Bodh Deb, Vice President & Branch Head, Autumn Grey Mumbai: “As an agency full of ardent cricket fans, everybody in the team was too eager to deliver on this campaign brief. A simple thought of an anthem crowd sourced from the fans and who better to feature in the anthem video than Mithali Raj. A heart felt message from the women’s ODI cricket team captain to the men’s ODI cricket team captain.”

     

     

  • It has appointed Parineeti Chopra as its brand ambassador

    Medimix repositions identity on turning 50

    By A Correspondent

     

    Having completed 50 years since its inception in 1969, Medimix is shifting focus towards the youth. With its new positioning, ‘Get SkinFit with fast acting Ayurveda,’ it has appointed Parineeti Chopra as its brand ambassador.

     

    Said Pradeep Cholayil, Chairman & Managing Director, Cholayil Pvt Ltd, on the association with Parineeti Chopra: “We wanted a face for our brand to carry forward our legacy and were clear that this face would connect with a new, younger audience while at the same time not alienating our core consumers for whom Medimix has become an integral part of their daily life. This year marks the 50th year of Medimix’s journey of providing Ayurvedic goodness. We are repositioning  our brand with an objective of contemporizing our Ayurvedic offering and becoming relevant to new age consumers.”

     

    Added Sanju Menon, Executive Vice President, Leo Burnett: “With 50 years of skin expertise, Medimix is re-launching their portfolio with a new promise. As their strategy and communication partner, we decided to bring Parineeti onboard to take this new proposition forward. We believe her persona will drive greater connect with the younger audiences and give the brand a new impetus. We are excited with the association and hope to drive growth for the brand in the market through it.”

     

     

  • Through a music video, children demonstrate how hope beats hunger

    ResponseNet and KFC India launch ‘Ab Meri Baari’ ad campaign

    By A Correspondent

     

    KFC and partner ResponseNet have released a campaign video titled “Ab Meri Baari”. The video marks the completion of three years of the addHope programme.

     

    Said Moksh Chopra, Chief Marketing Officer, KFC India: “The impact of malnutrition on physical, mental and social development of children cannot be emphasised enough. Through ‘Ab Meri Baari’ we want everyone to see the impact of daily meals in a child’s life, as they grow into confident individuals. Colonel Sanders would be proud today to see us not quitting in the fight against hunger and making a real difference through AddHope.”

     

    Added Kuldip Nar, Founder, ResponseNet: “We are proud to partner with KFC India in their quest against child hunger. AddHope is not just about a meal every day, but how that meal powers a child to get through the day. ‘Ab Meri Baari’ is a true representation of how the AddHope programme helps children achieve their full potential.”

     

     

  • Flipkart Fashion gives you a reason to shop everyday with the third edition of ‘India ka Fashion Capital’

    Ranbir and Alia star together in Flipkart Fashion’s latest ad campaign

    By A Correspondent

     

    Flipkart has brought together celebrity duo Ranbir Kapoor and Alia Bhatt for the first time ever, in the latest edition of the brand’s India Ka Fashion Capital campaign. Having collaborated with the brand individually in the past, the couple will share screen space for the first time in a national campaign by Flipkart Fashion.

     

    The campaign will be live on television and digital platforms, for a period of eight weeks till July. Flipkart is supported by Lowe Lintas and Dentsu Webchutney for the complete planning, launch and execution of this integrated brand campaign.

     

    Sharing his views on the campaign, Anil Goteti, Senior Vice President, Marketing at Flipkart said: “Flipkart Fashion today is India’s preferred fashion platform, with the latest, trendiest styles, updated daily. We are excited to have partnered, yet again, with some of India’s finest actors including Alia Bhatt and Ranbir Kapoor, for this campaign. We are certain that with our unique proposition to offer Something New Everyday, our consumers will find reasons to visit and interact with our platform daily.”

     

     

  • The campaign will release across major cities via print, OOH and digital media

    Katrina Kaif to endorse new offering for Metro

    By A Correspondent

     

    Footwear brand Metro Shoe has launched a new collection this season that channels a wide array of unique characters ranging from a casual virile to the elegant dame. The collection features Sidharth Malhotra and Katrina Kaif as its ambassadors.

     

    Said Alisha Malik, Vice President, Marketing, Metro Brands: “We are excited on the campaign with Siddharth Malhotra and Katrina Kaif of the new collection.  Their personalities completely resonate with the brand ethos. Since 1947, Metro Shoes has been trusted for its finest quality and innovative designs and styles. We help our customers put their best foot forward and move ahead more confidently and comfortably. We continue to keep this trust and our loyalty growing, we believe in offering the best in terms of comfort and pockets.”

     

     

  • Vasmol has announced their latest offering – Vasmol Advanced Crème hair colour

    Vasmol ropes in Bollywood baddies to promote hair colour

    By A Correspondent

     

    Vasmol has announced its latest offering – Vasmol Advanced Crème hair colour – and to launch the, 82.5 Communications has come up with a TV spot that highlights the point that a chemical developer is ‘baalon ka villain’, and consumers should be wary of it.

     

    Said Anuraag Khandelwal, ECD and Creative Head (Mumbai), 82.5 Communications (Mumbai): “We wanted to do something different in the hair category given that the brief was very sharp. It was great to collaborate with the most iconic villains of the industry and create this simple and engaging TVC. You only need to see it once to get the message loud and clear.”

     

    Added Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications said: “While ads with movie heroes are a dime a dozen, featuring villains is something quite fresh. It’s a great example of the ‘82.5 approach’ to advertising.”

     

    Said Ashish Chhabra, Joint Managing Director and Director Marketing of Hygienic Research Institute (HRI):  “This was one of the most important launches for us, and we wanted to talk about Vasmol Advanced Crème in a clear and effective manner. I am proud that we have made a memorable ad that delivers the message with a punch.”

     

     

  • The media campaign has been crafted for outreach across digital and social media platforms

    Shikhar Dhawan endorses GS Caltex lubricants

    By A Correspondent

     

    GS Caltex India in collaboration with More Marketing has released a campaign starring cricketer Shikhar Dhawan that showcases its range of premium lubricants developed for the current generation of smart vehicles.

     

    Said K Madhu Mohan, GM-Marketing, GS Caltex India: “Our brief to the agency was to create a campaign that combines the brand values of Shikhar Dhawan with that of GS Caltex India and enhance the perception of our products in the minds of our customers and partners. In India, people are very passionate about cricket and Shikhar is an energetic and consistent player and his success as a cricketer mirrors the quality of our performance-oriented product offerings. We wanted high energy to leverage this passion on to our products and we found a perfect match in more ways than one, especially since both Shikhar and GS Caltex are Smart Performers and setting new benchmark in their respective fields. The campaign will have a long-lasting impact on our

     

    Speaking about the media campaign, Parag More, Director – More Marketing added: “Our objective was to create something which is Unique to the category. The idea was to rope in a Brand ambassador who resonates ‘understated Smartness’ and Shikhar Dhawan was the perfect fit. The current campaign is just the first step of this journey and there are exciting times ahead for GS Caltex.

     

     

  • Presents a unique communication series to amplify hand hygiene

    ITC Savlon joins hands with Boman Irani

    By A Correspondent

     

    Health brand Savlon announced its new brand ambassador, actor Boman Irani, for its hygiene portfolio.

     

    Speaking on the occasion, Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, said: “Savlon believes in inculcating change in behaviour, it is important to engage in a dialogue and enable everyday conversations. We are delighted to have Boman leading the hand hygiene conversation with children. The conversational repartee in the affable humourous exchange, highlights the core brand message of hand hygiene along with convenience and affordability.”

     

    Commenting the campaign, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officer, Ogilvy (West), added: “Boman Irani is one of the finest actors of our times. Witty, approachable and authentic, he is the perfect fit for our new Savlon Handwash campaign. A series of ads that bring out the serious benefits of our handwash, in a quirky manner. His intuitive comic timing and his disarming banter with the kids, make these little stories so watchable.”

     

     

  • The digital campaign emphasizes on leading a retired life

    Edelweiss urges consumers to #RetireYourWorries

    By A Correspondent

     

    Edelweiss Asset Management Company has launched #RetireYourWorries, a digital campaign which emphasises on leading a retired life.

     

    Speaking about the campaign, Radhika Gupta, CEO of Edelweiss Asset Management Company, said: “With this campaign we aim to highlight the reality of today. We want consumers to understand that delaying retirement planning or ignoring it will make survival difficult in your retired years. Investing early with small portions in the right assets as per your age, will help one to retire worry-free.”

     

     

  • Cadbury Celebrations has been an integral part of festivals in India

    Ogilvy & Cadbury launch a celebratory campaign for Eid

    By A Correspondent

     

    Cadbury Celebrations has launched a new campaign for Eid.

     

    Said Neville Shah, Executive Creative Director, Ogilvy West:  “We had to put our trepidation in the idea itself. The uncertainty of whether this is the right gift or not was at the heart of the tension of this film. A couple who is unsure about their gift. Till they are redeemed by the host who not just accepts the gift, but makes it part of the festival,”

     

    Apart from the digital film, Mondelez plans to take up various OOH and other digital interventions to drive home the point that Cadbury Celebrations is just as good an option in gifting during Eid.

     

     

  • A celebration of the many firsts a bride experiences in life after her wedding

    PGI India’s digital campaign is an ode to every bride

    By A Correspondent

     

    #MyFirstEvara, PGI India’s digital campaign celebrates rare firsts in a new bride’s life. The campaign is supported by a short film conceptualised by Dentsu Webchutney that captures overwhelming moments that any bride would relate to.

     

    Said Sujala Martis, Director, Consumer Marketing (PGI): “For every bride the fragile vulnerability of a key transition preoccupies her mind. There is a sense that everything will change. A shroud of expectations, explicit/implicit/self-driven surrounds the young woman. Its only important influences like her partner or her MIL who can smoothen any potential rough edges & lead her towards the liberation she dreamt of. Hence, the relevance and importance of the many firsts that follow immediately after. They form the founding blocks of a new life & are truly “Rare”. Charged with emotional meaning what better metal but Platinum to mark them with.”