MxMIndia

Category: PRODUCTS

  • It will be aired across television as well as social media platforms

    Xiaomi India launches new brand campaign to promote K20 Pro series

    By A Correspondent

     

    Xiaomi India also launched a new brand marketing campaign, True Master, promoting the Redmi K20 Pro.

     

    Addressing the new brand campaign, Anuj Sharma, Chief Marketing Officer, Xiaomi India, said: “We wanted to explore a unique approach beyond just the traditional smartphone ads that regularly feature camera or design at a surface level, and instead offers a powerful story element that resonates with our flagship product. Choosing a story with Tai chi theme was a conscious effort from our side to portray the exceptionally speedy performance of our flagship killer, Redmi K20 Pro, which displays a creative contradiction to the rather slower moves of the martial art form treading on a comical note. The story reflects our firm belief in the innovative technology and incredible specs of the device.”

     

    The campaign is a collaborative effort between the brand marketing team of Xiaomi and McCann Worldgroup’s MWG-TAG-Bangalore.

     

  • This ranges from kitchen appliances to cookware, fashion, beauty, devices, electronics, large appliances and more

    Amazon India launches second leg of its ‘Apno Ka Saath’ campaign

    By A Correspondent

     

    Amazon India launched the second leg of its ‘Apno ka Saath’ campaign, building on its ‘trusted, one stop shop’ ethos. It has been conceptualised by Ogilvy India.

     

    Talking about the treatment of the campaign, Ravi Desai, Director – Mass & Brand Marketing, Amazon India, said: “Be it conversations around food or the weather, with our ‘Apno ka Saath’ campaign, we have tried to weave in stories that every household in India can relate to. It is always heart-warming to see the small joys of convenience & comfort being brought to you by someone you trust. With over 17 crore products, Amazon.in is able to meet all these needs, from daily essentials to large appliances and more.”

     

    Added N Ram Moorthi, President-Ogilvy Group Companies, South: “The objective of the second phase is to add an extra dimension to the promise made in the ‘Apno ka Saath’ campaign which ran previously. We continue with the three characters – the brothers and the bhabhi but focus on delivering the message that when you buy products, Amazon also has your back – be it through brand warranty, installation guaranty or easy returns.”

     

     

  • The game is a throwback to the ‘90s with the classic 8-bit art style and multiplayer arcade gaming

    Dentsu Webchutney executes Friendship Day campaign for Logitech

    By A Correspondent

     

    Inspired by the ‘90s era, Dentsu Webchutney has launched the ‘Logitech Buddy Board’- a keyboard innovation that lets two to five friends play a game together on just one single keyboard.

     

    Said Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney: “Hectic work schedules and social media have changed the way we perceive friendship. Things were very different back in the ‘90s. We took this nostalgic hook and decided to hack into the keyboard interface so that at a time five players can play independently with their avatars. With this fun game, we hope to evoke the spirit of friendship the way it was in the ‘90s.”

     

     

  • The campaign will be supported with a digital film, along with an integrated multi-media marketing campaign

    Cadbury Dairy Milk’s ‘Purple Heart’ campaign takes on cyber-bullying

    By A Correspondent

     

    Cadbury Dairy Milk has announced the launch of #HeartTheHate campaign, against cyber-bullying.

     

    Commenting on the launch of this unique campaign, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said: “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light through the cracks in an increasingly divided world – is generosity. A little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially young people as they feel isolated and depressed when they are exposed to it. The #Heartthehate campaign builds on a very simple insight that when friends post something as simple as a purple heart in response to the trolls, young people feel less isolated and hence the impact of online bullying is reduced. This campaign is another small step to create a big impact towards social issues.”

     

    Added Prakash Nair, Executive Vice President, Ogilvy India: “Today while online/social media has become the youth’s hangout place, it is also a place where they face a lot of harassment and bullying. Cadbury Dairy Milk, with its proposition of Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye, decided to act on this by arming the youth with a simple weapon to silence the bully – a purple heart emoji. Whenever a friend is getting trolled, all they must do is troll the troller with a purple heart. This simple, generous act of posting a purple heart can help drown out hate comments. Even if one bully is drowned by the purple heart, it will be a worthwhile initiative.

     

    The campaign is being executed with the support of Wavemaker India.

     

     

  • Conceptualised by Lowe Lintas, Lal Hit’s film latches on to the monthly cleaning routine of a home maker

    Godrej Lal Hit’s new ad film empowers homemakers to fight cockroach menace

    By A Correspondent

     

    Godrej Lal Hit has unveiled a new ad film focusing on the Indian homemaker’s monthly kitchen cleaning regime and how Lal Hit is a preventive solution against cockroach infestation.

     

    Conceptualised by Lowe Lintas, Lal HIT’s film latches on to the monthly cleaning routine of a home maker.

     

    Sharing his thoughts on the digital film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “An Indian homemaker is committed to provide a safe and healthy home environment for her family. Among other places within the house, the kitchen is one of the most sacred areas where she follows a regular cleaning regime. Every homemaker dreams of a kitchen area which is hygienic and free of pests like cockroaches. Through this film, Lal HIT lives up to this dream of housewives and ensures cockroach-free home spaces including kitchen. With its fresh fragrance, Lal HIT ensures no space or corner in the kitchen is ignored where cockroaches can breed and multiply.”

     

    Added Shantanu Sapre, Executive Director, Lowe Lintas: “Lal HIT being the leader in the roach solutions category, the onus is on us to educate people on its relevance beyond SOS usage, that it predominantly sees. The communication objective was sharply defined to build regimen and provide people with occasions of product usage. The 15-sec film developed by the team, seamlessly integrates Lal HIT into the existing regimen by compelling homemakers to question their monthly cleaning process, because despite all their efforts, cockroaches still show up.”

     

     

  • The reinvented brand identity reflects the company’s long-standing efforts in delivering growth by helping SMEs meet their financial needs

    NeoGrowth revamps brand identity

    By A Correspondent

     

    Lending company NeoGrowth embarks on the next phase of growth, it has unveiled a new brand identity which reflects the mission and values that the company stands for.

     

    Said Piyush Khaitan, Founder & Managing Director, NeoGrowth remarked, “The idea behind the inception of NeoGrowth was achieving inclusive growth in the country. India is the fastest-growing economy in the world and SMEs form its very backbone, but the segment has been struggling with barriers like finance and time. NeoGrowth was therefore founded as a solution for these businesses, financially empowering them and consequently contributing to the growth of India’s economy.

     

    As a brand, we have been aiming to deliver constant growth while laying emphasis on innovations, accountability, and customer-centeredness. The new brand identity is therefore a sustainable reflection of our mission and values. We believe that everyone deserves an opportunity to grow and through this exercise, we want to strengthen Neo Growth’s position as that growth enabler for all SMEs across the country.”

     

     

  • The campaign comprises of a series of videos which portrays emotions and couples it with rationality

    Tanishq’s latest campaign celebrates goodness of gold

    By A Correspondent

     

    Tanishq has launched its latest campaign which highlights the #GoodnessOfTanishq and communicates the message that when you choose Tanishq, you choose gold that is enveloped with the blessings of every life it has touched.

     

    Conceptualised by WYP Brand Solutions, the campaign comprises of a series of videos which portrays emotions and couples it with rationality, thus bringing alive the concept of blessed gold or ‘Dua Ka Sona.’

     

    Speaking about the films, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division at Titan Company Limited said: “The campaign ‘Dua Ka Sona’ is an attempt to highlight Tanishq’s relentless commitment to various entities– environment, karigars, women and girl child. Being in Indian market for over two decades and serving millions of customers, through this campaign we wanted to bring alive the blessings and love that is reflected in our jewellery by all the beautiful hands it touches. For us, making these ‘Goodness of Tanishq’ films and working on delivering the thought behind them has been an emotional journey and we are confident these videos create a sense of responsiveness to society as a whole.”

     

    Added Amit Akali, MD & CCO, WYP Brand Solutions- What’s Your Problem: “It’s an honour to create communication for an iconic brand, which has a deeper purpose to exist. Tanishq has not just been crafting jewellery but building the lives of Karigars, communities, future of destitute women, school and, a sustainable future too. So when we got the opportunity to bring alive everything this brand does, we went about it the classical way – actually visiting the factories and townships, speaking to the Karigars, employees, the school-going children of their workers, meeting & listening to the women they had empowered through their NGOs, witnessing their initiatives implemented for recycling water and using renewable energy, trying to understand the magnitude of what the brand did other than just make jewellery. We then realised what the brand meant when they said every piece of jewellery was ‘Truly Blessed’…and the creative wrote themselves.”

     

     

  • The focus was on immersive solutions that put media as the centre-piece of communications

    Nestlé partners with media entities to create inspiring brand narratives

    By A Correspondent

     

    Nestlé is partnering with India’s top media companies to produce inventive and creative brand solutions, through a first-of-its-kind initiative called Media Hive. Some of the big-league media and entertainment firms that participated in the Media Hive included Times Of India, Star, Zee, Viacom18, The Hindu, Big FM, Radio City and Arre.

     

    The focus was on immersive solutions that put media as the centre-piece of communications. This landmark initiative was the collaborative effort of Zenith & Nestlé.

     

    As many as 19 briefs came from Nestlé brands such as KitKat, Maggi, Munch, Polo, Nescafe, Milkmaid, Ceregro, Milky Bar etc to 42 media partners. Around, 354 ideas were generated in total. The Nestlé brand teams, after careful consideration shortlisted 72 ideas which were presented at the Media Hive event in New Delhi.

     

    Media Hive included the top leadership of Nestlé and Publicis Media. The inaugural address was by Suresh Narayanan, Chairman and Managing Director of Nestlé.

     

    Said Rashi Goel, Director Communications at Nestlé: “Nestlé was looking for inspiring media narratives for its brands that go far beyond the 30-seconder. Through Media Hive, we have paved the way for a new era of moving, compelling and evocative brand experiences which captivate and involve consumers. The powerful ideas generated in the Media Hive, will bring alive our brands in subtle yet, engaging ways. This is an entirely new approach to energising our brand stories and we thank Zenith for this very successful partnership.”

     

    Added Tanmay Mohanty, Group CEO at Zenith India & Head Of Global Partnerships at Publicis Media India: “Attention is a scarce resource today. In this context, there is a real need for enriching, long-lasting media experiences. Efforts that appeal to people’s emotional sensibilities. Media Hive brought many such striking, impactful ideas to the fore where brands can be introduced in non-intrusive ways. Though Media Hive, we are also to trying to evolve and grow the larger eco-system.”

     

     

  • The mandate includes digital marketing strategy, influencer outreach, and driving and delivering the overall social media requirements

    Asian Paints awards digital marketing mandate to Kinnect

    By A Correspondent

     

    Kinnect, formerly known as Social Kinnect, has been awarded the digital marketing mandate for Asian Paints. The mandate was won following a multi-agency pitch.

     

    The mandate includes digital marketing strategy, influencer outreach, and driving and delivering the overall social media requirements of the brand.

     

    Commenting on the account win, Rohan Mehta – CEO, Kinnect said, “It has been a pleasure working with the Asian Paints team thus far, and to have our relationship grow with them this way. They have bestowed a great responsibility on us – to be their custodians on digital – and we’re excited to take it on. We’ve devised campaigns like ‘Donate A Wall’ that have struck a chord with audiences across India and helped Asian Paints remain socially relevant. We look forward to continuing in this vein and doing category-leading work on digital”.

     

     

  • Over the coming months, DocsApp will take this initiative further by spreading awareness through a strategic campaign

    DocsApp unveils digital-first campaign, #BaatTohKaro

    By A Correspondent

     

    #BaatTohKaro is an initiative started by DocsApp, a leading online doctor consultation platform to foster an environment for people to speak about problems that are widely ignored in society. The campaign promotes individuals to talk about their problems instead of suffering with them in silence.

     

    Commenting on the idea which stands as the foundation behind the campaign, Satish Kannan, CEO DocsApp said, “As a brand dedicated to healthcare since 2015, we believe that there is so much more we could do to further the progress of physical & mental healthcare in the country. The roots for #BaatTohKaro lies in our belief for building a community where we all can come together to share. We believe that the first step to solving any issue is by talking about it.”

     

     

  • In this role, he will be responsible for leading the marketing activities for Roca and Parryware

    Roca appoints R Sreenivasan as Head of Marketing

    By A Correspondent

     

    R Sreenivasan

    Roca has announced the appointment of R Sreenivasan as the Head of Marketing for India operations. In this role, he will be responsible for leading the marketing activities for Roca and Parryware in India by focusing on emerging market opportunities.

     

    Commenting on the appointment, KE Ranganathan, Managing Director, Roca Bathroom Products said: “We are glad to welcome back Sreeni as the new Head of Marketing for our Indian Operations. RBPPL today, is the leading and fastest growing Bathroom Productions Company in India. Our endeavour to provide the best of products, services and experiences to our customers is further reinforced with the induction of Sreeni into our high profile management team. With his rich experience in the category and Indian market and his deep understanding of our customer needs, we are poised to further grow aggressively and continue to lead the Indian bathroom Industry.”

     

     

  • Showcases the product benefit of 40 per cent more Oryzanol that helps in reduction of bad cholesterol

    Gemini highlights product advantages via ‘Cholesterol Cutter’ campaign

    By A Correspondent

     

    Gemini Rice Bran Oil has unveiled its first national campaign. Aimed at better cholesterol reduction through its cholesterol cutter proposition, the Gemini Rice Bran Oil campaign highlights the product benefits of 40 per cent more Oryzanol as compared to any regular rice bran oil, working to reduce bad cholesterol in the body, more effectively.

     

    Speaking about the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Studies indicate that 80 per cent of consumers are concerned about their heart health and cholesterol. In a move to fuel Indian kitchens with healthier alternatives, we launched Gemini™ Rice Bran Oil with a stronger cholesterol reduction claim supported by the presence of 40 per cent more oryzanol as compared to any regular rice bran oil. The cholesterol cutter campaign aims to establish this product superiority and build greater resonance amongst consumers regarding the benefit of choosing Gemini Rice Bran Oil, as their preferred cooking medium.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “When you have sharp product delivery, the onus is on the idea to deliver a hook that neatly grasps the consumer’s attention – and so the ‘Cholesterol Cutter’ was born. In the TVC, a bittersweet story talks about how it hurts when things like marks get cut, but not when it comes to cholesterol. A playful music track holds everything in place memorably. Though cholesterol is a much-repeated talking point, we created a signature style and tone for Gemini with ‘Cholesterol Cutter’ to make a difference in the conversation.”