MxMIndia

Category: PRODUCTS

  • Celebrity brand ambassadors talk about smartwater’s unique manufacturing process in ‘Made Differently’ campaign

    Smartwater and Taproot Dentsu unveil latest ad campaign

    By A Correspondent

     

    Coca Cola’s Smartwater has unveiled two new films for its ‘Made Differently’ campaign, featuring celebrity brand ambassadors Rana Daggubati and Radhika Apte.

     

    The theme of the campaign ‘Made Differently’ depicts smart thinkers who break through the conventions with simplicity and style. The campaign featuring brand ambassadors Rana Dagubbatti and Radhika Apte is conceptualised by Taproot Dentsu.

     

    Anoop Manohar

    Speaking about the campaign, Anoop Manohar, Director – Emerging Categories, Coca-Cola India said: “The brief given to the agency was to showcase the unique process story of Smartwater. Our aim with this campaign is to help consumers relate to the bright idea that Smartwater is. As a premium water brand, Smartwater is more than just a product, it is a lifestyle choice, a frame of mind and an attitude of seeking the best;  all rolled into one.”

     

    Titus Upputuru

    Added Titus Upputuru, Creative Head, Taproot Dentsu: “Typically, brand campaigns are about what brands do for consumers. This brief was challenging. We were asked to talk about the manufacturing process. Now that could have gotten really boring. But we saw a parallel between the actors Rana Daggubatti, Radhika Apte and the product Smartwater. We found that they were all made differently. The choices that these actors have made in terms of the films and the characters is a testimony to this. The way Smartwater is made is inspired from the clouds. We found this very fascinating. So, we didn’t want to just relegate it to the product window. We wanted to romance it. The installation execution seemed appropriate for a premium brand like Smartwater. It was great to work with Rana Daggubatti and Radhika Apte.”

     

     

  • The idea is to celebrate the athletes in their journey to discover glory for the country

    Adani Group unveils #GarvHai digital ad campaign

    By A Correspondent

     

    Sports icons in India get recognition only when they win medals. And, many of them are quickly forgotten until they keep winning more medals for the country. Adani Group has launched its digital campaign, #GarvHai, the core idea of which is to celebrate the athletes in their journey to discover glory for the country.

     

    Notes a communique: “For decades, audiences in India have been indifferent to sports persons. The campaign idea thus was to drive home this point. The campaign connects with a wide age group across audiences, including from teenagers to senior citizens. Accordingly, the campaign was mounted across five social media platforms amongst targeted groups interested in boxing, wrestling, shooting, archery and athletics. Out of the 3000+ applications received in less than 10 days, nearly three-fourth came from online. The online applications will remain open till July 15. The campaign has so far reached out to over 13 million people.”

     

     

  • Brand’s first multilingual campaign in the country wants users to ‘Keep Listening, Uninterrupted’

    Spotify announces its first national ad campaign in India

    By A Correspondent

     

    Following all the fun banter around its launch campaign, ‘There’s A Playlist For That’, Spotify is now live with its first TV-led marketing campaign in the country.  Actors Anil Kapoor and Ishaan Khattar have been roped in to feature as key protagonists in the ad films and stills; the campaign also includes the use of other channels, including digital and OOH.

     

    Said Amarjit Batra, Managing Director – India, Spotify: “Our insights highlight how music is an integral part of our users’ social and solitude experiences. Since our launch in India, we’ve engaged with our listeners based on how they experience music. The new campaign reinforces how seamlessly Spotify fits into their lives through availability of 50 million tracks, including the latest and most popular, access to 3 billion plus editorially, algorithmic and user-curated playlists, seamless integration across apps and hardware, and the ability to listen to music, regardless of what they’re doing – working out, cooking, or multi-tasking on their phone.”

     

    Added Rajdeepak Das, Managing Director India & Chief Creative Officer South Asia, Leo Burnett: “The youth in India often deals with the pressures of judgement, individuality, social norms, and more; in this chaos, music acts as a companion. In this campaign, Anil Kapoor makes a cool dad, who even in his 60s, is as young and energetic as a 20 year old. Ishaan as the son, is India’s new generation – full of energy and optimism. We had a riot of fun creating this campaign with both the brand and creative teams and Shakun Batra, the director. You can see the energy, and feel the vibe in the ads. We are very proud of this campaign, and are sure it is going to do great for the brand”.

     

     

  • Enables individuals to ascertain their ‘curiosity levels’ through a short and simple test syndicated from the prestigious Harvard Business Review

    Mahindra launches #NurtureYourCuriosity campaign centered around innovation

    By A Correspondent

     

    Mahindra Group has announced the launch of its #NurtureYourCuriosity campaign. Targeted at millennials, the campaign aims to inspire the youth to be curious and innovate, while also showcasing the group’s innovation focus.

     

    Commenting on the essence of the campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said: “Solutions to the world’s problems can only emerge when one asks the right questions. Only the curious ask these questions and challenge the status quo. To make the world a better place, we must nurture this curiosity and seek meaningful innovations. Our aim with this campaign is to encourage individuals to nurture their curiosity while showcasing how this is leading to innovations and the leveraging of new age technologies at Mahindra. This is yet another way by which we are enabling and encouraging people to Rise.”

     

     

  • Almond Branding crafted a strict visual architecture to define the constant and variable elements of the design language

    Maharishi Ayurveda undergoes brand re-positioning

    By A Correspondent

     

    Maharishi Ayurveda has undergone a brand revamp exercise in partnership with Almond Branding that helped them refresh the brand to make it contemporary yet authentic.

     

    Said Shashwat Das, Founder, Almond Branding: “Ayurveda has always been intrinsic to Indian culture but has become far more relevant to consumer’s lives today. In the last decade or so, there has been an upheaval in the category. Maharishi Ayurveda has been a research-based organization using authentic ayurvedic formulations and methods to suit modern living conditions. Our brand immersion revealed that they looked at their offerings through windows of modern science to appreciate the holistic concepts that governed Ayurveda through centuries. Hence, our design solutions had to reflect the change from a dated brand to one that brings to life the values of authentic Ayurveda for a progressive lifestyle.”

     

    Added Ramesh Yadav, Global Marketing Head, Maharishi Ayurveda Products: “We wanted to re-look at our brand strategy that involved brand revamp and certain strategic priorities in terms of category choices with an objective of making Ayurveda relevant to today’s audience by listening to their needs and requirements. The idea was to reach out to those who are pre-disposed to natural, herbal and Ayurveda, however, may be fussy but are willing to explore the category/products that cater to their lifestyle-related health issues. Almond Branding helped us in the entire rebranding exercise from understanding the objectives to deriving meaningful insights. Distillation of research into one strong concept and designing strategy by Almond Branding were the most critical steps for making this happen. Coming up with packaging solutions which were aligned with the master brand philosophy yet contemporary was the most challenging part of the entire project which was tackled very well by team Almond.”

     

     

  • The campaign lets everyone pledge and share their stories of switching from any part of the world

    Tata Power Club Enerji launches ‘Switch off to switch on’

    By A Correspondent

     

    In an effort to help conserve energy and curb wastage, Tata Power Club Enerji is running a three-month pledge campaign called ‘Switch off to switch on’. Started on World Environment Day (June 5), the campaign has children as ambassadors of energy conservation to raise awareness for creating a sustainable future. This campaign lets everyone pledge and share their stories of switching from any part of the world.

     

    Notes a communique: “The campaign will leverage the established brand properties such as Wattloss Challenge and Doodle contest to engage with its target audience. A brand AV with the campaign ambassadors singing an anthem to inspiring the family and community to conserve electricity will be released soon. Within the one week of launch, the campaign has garnered 600+ pledges and is trending on digital platforms.”

     

    With a number like 600+ and not 6million, we are sure the claim is not being fudged, right?

     

     

  • ManipalCigna recently also unveiled a series of print advertisements in the leading Indian newspapers to raise health insurance awareness among the mass public

    ManipalCigna Health Insurance unveils its new brand identity

    By A Correspondent

     

    ManipalCigna Health Insurance has unveiled a new brand identity, including a new name, logo, website and a nationwide integrated marketing campaign as a reflection of two leading brands Manipal Group and Cigna Corporation coming together.

     

    Speaking about the new brand identity and campaign, Sapna Desai, Head – Marketing and Communications, ManipalCigna Health Insurance, said: “The institution of family is deep-rooted social system in India. A family plays an important role in the life of every person. The people are very much attached to their families, and health of the family is their top priority. The current brand proposition takes forward the brand philosophy of ManipalCigna, which is expressed in “Health hai toh life hai.”  Our new campaign brings alive the brands unique promise of being an empathetic healthcare partner for people who are willing to do whatever it takes to prioritize their family’s health and well-being. Further, to ensure a smooth roll out our new brand identity across all touch points, we used five step intuitive brand migration process – discover, strategy, ideation, messaging and rollout as we believe that a Brand is a promise that is expected to hold true throughout all interaction touch points with customers, partners, employees and communities

     

    Added Partha Sinha, Managing Director and Vice Chairman, McCann Worldgroup who conceptualised the launch campaign: “ManipalCigna as a brand represents the positive and empathetic face of health. We needed to context the brand in the newfound awareness and commitment of India towards family’s well-being and healthcare. It’s the biggest emotion that is driving India today and we wanted to be a part of that. It’s not just  about providing health insurance – it’s about partnering every Indian in their quest to have better healthcare and well-being of his/her family.”

     

     

  • It addresses the smartphone user's content needs – be it unmet or unarticulated

    Glance inks content tie-up with Autocar India

    By A Correspondent

     

    Glance, the mobile default lock-screen content company, has inked a content partnership with Autocar India. Glance replaces the default mobile lock-screen with an AI-powered recommendation engine to provide personalized content, product and services.

     

    Said Hormazd Sorabjee, Editor, Autocar India: “At Autocar India, we’ve always prided ourselves for being the first and last word on all things automotive. So, whether you’re a buyer or just want your daily fix of the latest on cars and bikes, Autocar India is your one-stop shop. We are very excited about our partnership with Glance and are happy to be able to reach out to our fans through what is a new and visually exciting medium. We are sure enthusiasts will enjoy the quality content from Autocar India as well as the intuitive and pioneering Glance platform.”

     

    Added Rohan Choudhary, Vice President Product & Founding Team, Glance: “Every product and service can always do with more distribution. If content is king and distribution is the queen, this partnership then becomes the ace of trumps. It’s a perfect intersection of Autocar India’s content, hinged on quality and Glance’s distribution that’s second to none available on the mobile lock screen. Glance with 28 million DAUs and 65 per cent mobile penetration on new smartphones has unparalleled distribution making this content accessible and available on the only screen that matters – the mobile lock screen aka screen zero.”

     

     

  • The campaign emphasises on Go Cheese being a common ingredient in everyday edibles

    Parag Milk Foods unfolds cheese story in latest ad film

    By A Correspondent

     

    Parag Milk Foods announced the launch of a new GO Cheese campaign, #HarTastyCheezMeinGOCheese. The TVC narrates a story of cheese lovers enjoying the delightful and happy moments with the type of cheese that suits their palate.

     

    Commenting on the launch of the new campaign, Akshali Shah, Senior VP, Strategy, Sales & Marketing, Parag Milk Foods said: “Go Cheese is India’s second-largest cheese brand. We understand our consumers’ taste preference and therefore we have innovated over 60+ cheese variants. We are the largest suppliers of cheese to major QSR (Quick Service Restaurants) and through this TVC, we are just starting to create conversations on Go Cheese being the common ingredient in all your favourite tasty snacks. We are confident that the campaign will resonate well with all food lovers.”

     

    Commenting on this, Samarth Srivastava, Senior VP & EBD and Hanoz Mogrelia, Senior VP & ECD, Wunderman Thompson Mumbai said: “We deliberately chose three different generations consuming delicious food in three different scenarios… so that the main idea landed better when it was revealed that all three were consuming Go Cheese. We had a super clear brief and we have tried to make the film interesting. If there is one thing we want people to relate to after being exposed to this TVC, it is to know that there is #HarTastyCheezMeinGOCheese.”

     

     

  • Starcom India, the Media AOR of Dabur, has managed this campaign

    Dabur launches #SabkoChabaJaenge digital campaign for World Cup

    By A Correspondent

     

    Dabur has launched #SabkoChabaJaenge, a digital-first campaign to promote its brand Red Toothpaste during the 2019 Cricket World Cup. The campaign kicked off with a creative designed for India-Pakistan and this was followed with specially designed creatives for each of India’s matches. Starcom India, the Media AOR of Dabur, has managed this campaign.

     

    Said Harkawal Singh, Head Marketing, Oral Care, Dabur India: “Protection from Dental Problems for Strong Teeth and Healthy Gums is the core promise of Dabur Red Paste. Cricket is one of those opportunities that allows your brand to reach out and engage with a large audience. We wanted an idea for the digital platform to connect with the newer audience that gets missed through the traditional medium. The idea of winning over the opposition through ‘chewing’ made for a perfect platform to marry the product truth of strong teeth in a competitive sphere. This helps make Dabur Red Paste not just a product, but an experience with a much stronger re-call factor. Sabko chaba jaayenge gave us the perfect plank to have this conversation in a fun and engaging way while subtly plugging in the Dabur Red Paste benefit.”

     

     

  • OkCupid Launches new digital campaign to celebrate stories of the LGBTQi Community

    OkCupid launches digital campaign, #LoveAtFirstPride

    By A Correspondent

     

    To celebrate stories that come to life everyday, OkCupid has created a video capturing three diverse answers to questions on the app. Every answer presents the joy and freedom experienced by the LGBTQ+ community in their pursuit for meaningful connections. The digital campaign, #LoveAtFirstPride celebrates love beyond binary identities.

     

    Said Melissa Hobley, CMO, OkCupid: “The most beautiful, meaningful and rewarding connections are formed when people are able to identify and are celebrated as their authentic selves. With 13 sexual orientations, 22 gender options and over 3000 questions on the platform, we make sure our users are matched with people on the same wavelength as you. This pride month, we join hands with the LGBTQ+ community to celebrate #LoveAtFirstPride, bringing the joy of love in every shade of the rainbow. Working with the community and the overwhelming response to the film have filled our hearts with joy and hope.”

     

    Commenting on the campaign, Kabeer Kochhar, Founding Partner, The Glitch added: “The #LoveatFirstPride campaign is the manifestation of OkCupid and The Glitch’s core values of inclusivity and authenticity. Our intent was to bring forth real experiences by real individuals, driving home the truth that Love is Love regardless of sexual orientation. We couldn’t have found a better partner to make this film with, because OkCupid’s core philosophy of making meaningful connections cuts across all barriers. We are encouraged by the overwhelming number of heartfelt responses we have received on this campaign, reminding us that when a brand brings forth authentic stories, the impact will always be outsized.”

     

     

  • The data-strong campaign, #LiveMore brings back the beloved and young at heart faces of Asha & Bala

    Vodafone urges customers to #LiveMore

    By A Correspondent

     

    Vodafone Idea Ltd announced the launch of a new campaign encouraging people to #LiveMore with Vodafone SuperNet 4G. With the #LiveMore campaign, Vodafone brings back familiar faces of the friendly and young at heart couple, Asha and Bala.

     

    Commenting on the launch of the campaign, Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea Limited, said: “The new campaign captures #LiveMore moments from the life of an old but young at heart couple who achieve their dream of owning a successful restaurant. Asha and Bala help us in bridging a technology divide and enable our aim of democratising technology. With this campaign, we hope viewers will love this journey of this affable couple and join the Vodafone SuperNet 4G bandwagon to fulfill their dreams.”

     

    Speaking about the concept behind the new campaign, Kiran Antony, Executive Creative Director, Ogilvy & Mather Advertising added: “People today, are no longer afraid to step out of their comfort zone and try new things. Through the #LiveMore campaign, we wanted to capture this spirit of new India. The campaign follows Asha and Bala on their newest adventure. Thanks to Vodafone, they are able to laugh, learn and do more, almost instantly, to give wings to their dream.”