MxMIndia

Category: PRODUCTS

  • Gatorade has been studying ways to help athletes improve performance

    Gatorade India appoints Hima Das as brand ambassador

    By A Correspondent

     

    Gatorade India announced that it has signed on athlete Hima Das as its brand ambassador. She joins athletes PV Sindhu and Neeraj Chopra as the brand’s ambassador in India.

     

    Gatorade India will work with Hima Das during the period of partnership to understand her training and race-day nutrition better.

     

    Announcing the partnership, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India said: “We are delighted to welcome Hima Das into Gatorade’s family of athletes. As the world’s no.1 sports drink brand, Gatorade has always aimed to identify athletes it believes in, early on in their careers and push them to power their performance by enabling them to achieve more with the right balance of nutrients including fluids, electrolytes and carbohydrates. Hima personifies the spirit of the brand through her persevering attitude and unwavering spirit to win. We believe that Gatorade is the perfect fuel to partner with Hima Das as she sets out to achieve new accolades for the country.”

     

     

  • The IPG Agency will lead 360-degree communication for the brand

    FCB Ulka bags creative mandate of Reliance Smart

    By A Correspondent

     

    Reliance Smart has awarded its creative mandate to FCB Ulka, following a multi-agency pitch. FCB Ulka will lead the creative mandate for Reliance Smart powered with 360-degree communication strategies across platforms as the brand charts its course for the next phase of growth.

     

    Kulvinder Ahluwalia

    Speaking on the win, Kulvinder Ahluwalia, President – Mumbai, FCB Ulka said: “We are delighted to partner Reliance Smart in their journey towards leadership in the Indian retail market. It was a challenging brief and we believe the FCB philosophy of Never Finished helped us unearth fresh insights into the category and create a differentiated platform for the brand that will serve as a launchpad for a slew of cross media initiatives.”

     

    Damodar Mall

    Added Damodar Mall, CEO Reliance Grocery Retail: “Reliance Smart is growing and expanding fast across the country. Our supermarkets deliver unmatched value and experience to middle -man India. Getting the right creative partner who intuitively understands the Indian family consumer was vital for Reliance SMART. FCB Ulka Team’s understanding of the consumer and the tonality of the brand was an important factor. With this partnership we look forward to building a strong mindshare for Reliance Smart.  Look forward to lots of ‘Smart Giri, together.”

     

     

  • Content preferences of 1,648 respondents across six Southeast Asian countries offer specific opportunities for content creators

    New Ruder Finn research offers brands insight into content consumption

    By A Correspondent

     

    Ruder Finn has announced results from its latest research, “Entertain Me. Inform Me. Inspire Me. Feed Me: How to Satisfy Southeast Asia With Your Content”. Conducted among 1,648 people — from Malaysia, Indonesia, Singapore, Thailand, the Philippines and Vietnam — the research offers insights into what consumers prefer, consume, share and believe with respect to online content. Malaysia-based respondents made up 16 percent of the sample size.

     

    The study notes that 69 percent of local consumers surveyed said they made an unplanned product purchase motivated by online content. The top three reasons Malaysia-based consumers were influenced to make a purchase: 1) the content provided detailed information about the product or service; 2) the content offered an incentive or promotion, and 3) the content was visually attractive.

     

    Consumers in Malaysia have a heavy appetite for content, as 56 percent are asking for more content that provides entertainment; 56 percent want more content that informs and educates; and 50 percent want more help and advice — which is higher than the regional average. In addition, 54 percent prefer content from international brands as opposed to content from local.

     

    Said Martin Alintuck, managing director, Southeast Asia for Ruder Finn: “Clearly, consumers in Malaysia are open to, interested in and motivated by brand content, and companies should be proudly labelling their content with their brands,”. “The work to be done by brands revolves around ensuring their content creates a perception among consumers of authenticity, honesty and reality.”

     

    Despite the accepted opinion that video is king, the research shows that half of consumers (51 percent) prefer to read content as opposed to watch it. An overwhelming majority — 73 percent — prefer digestable content they can continually return to for more information. In addition, 86 percent would rather consume factual content versus emotional content.

     

    “The research argues for brands to strike a balance between appealing to the emotional needs of a consumer while also sharing the relevant information to influence the purchasing decision,” added Alintuck. “At the same time, consumers seem to desire an ongoing story or flow of content that brings them back to familiar information and places. And they are very open to not just watching content but reading it as well.”

     

     

  • The campaign positions the brand as a friend during the whole journey of quitting cigarettes

    ‘We believe you can’, says Nicotex in latest ad campaign

    By A Correspondent

     

    Nicotex has unveiled its latest campaign ‘We believe you can’.

     

    Said Shivam Puri, Chief Executive Officer, Cipla Health: “At Cipla Health, we pride ourselves with bringing a portfolio of products to market, each of which makes a real difference to consumers. Tobacco consumption contributes to over 54% of non-communicable disease related death today. Nicotex, our smoking cessation product has been improving the lives of people by helping them quit smoking for more than 11 years. Based on the proven principle of Nicotine Replacement Therapy, the product is available in three different formats, gums, patches and lozenges. It was built on the vision of making India smoking-free and today is proud to be the country’s No. 1 doctor prescribed brand. Our new campaign is an attempt to reassure people that the struggle and faltering attempts are understandable and part of a journey that eventually culminates in success. With this, we want to strike an emotional chord and reassure individuals that Nicotex is there to hand-hold them through the whole process of quitting cigarettes.”

     

     

  • Unveils its new brand campaign with the brand message; the more you know, the better you sleep

    Wakefit urges Indians to sleep better in latest ad

    By A Correspondent

     

    Wakefit.co has unveiled its new brand campaign, #KnowMoreSleepBetter. With India being deemed the second most sleep-deprived country by a global study and internal studies by Wakefit.co revealing that one in five Indians believe they have insomnia, sleep-related disorders have become a pertinent lifestyle ailment.

     

    Speaking on the launch of the new campaign, Chaitanya Ramalingegowda, Director and Co-founder, Wakefit.co, said: “The sleep industry in India is pegged at INR10,000 crore (growing to INR14,000 crore by 2021), yet there is little innovation in this space. We have witnessed disruption in the nutrition and exercise segments of wellness but sleep has so far been ignored due to the lack of visually appealing representation in the space. The idea of the campaign was to create a world around sleep that is inhabited by cool and likeable characters who are eager to unravel the mysteries of sleep and present it in a simple and digestible form  The campaign strongly aligns with our brand ethos of making great quality sleep accessible to people across India.”

     

    Added Vineet Gupta, Founding Partner, Spring Marketing Capital on collaborating with Wakefit as its brand partners, for this and future campaigns: “Sleep is one of the most important factors impacting a person’s health, productivity and success. However in today’s world, sleep is often de-prioritised, taken for granted and riddled with misconceptions. Wakefit was founded as a sleep solutions company and aims to bring sleep back into the consciousness and conversation of Indian consumers. We are thrilled to partner Wakefit in their journey of building a brand that is meaningful, fun and differentiated.”

     

    Added Anand Chakravarthy, Managing Director, Essence, Wakefit’s integrated media agency: “Wakefit is a truly innovative brand that is disrupting the space of sleep solutions with its unique technology, service delivery and product offerings. This product segment will never be the same again, with consumers being the ultimate winners. We are truly excited to partner with the team at Wakefit and bring our media, data and measurement capabilities to help build the brand and drive business.”

     

     

  • The TVC features southern super star and face of Tanishq South, Nayanthara

    Tanishq TVC highlights festive spirit of Tamil Nadu

    By A Correspondent

     

    Tanishq has launched its latest ad film targeting its large customer base in Tamil Nadu. The new TVC will feature Nayanthara, actor and face of Tanishq South.

     

    Speaking about the film, Deepika Tewari, Associate Vice President– Marketing, Jewellery Division at Titan Company Limited said: “Tamil Nadu has always been one of our primary focus markets because of our history with the state and the fact that we started our journey by establishing our first store in Chennai and our factory is also located at Hosur. Tanishq’s traditional designs and craftsmanship are a perfect fit with the jewellery preference of Tamil Nadu. The film is an attempt to tell our customers how deep-rooted we are as a jeweler, in every joyous and auspicious moment in their life. To crown it all, Nayanthara, with her elegance and striking beauty brings more glitter to the film, just like our brand.”

     

    Added Sagar Kapoor, National Creative Director at Lowe Lintas: “With a large line of jewellery players in Tamil Nadu, Tanishq needed a strong emotional connect to win the hearts of Tamil Nadu.  The films speaks a simple language of connections by reaffirming the rooted Tamil identity through a popular Tamil folk song ‘Kummi adi’, a folk song which is an integral part of all celebrations from weddings to smaller ceremonies at home. The film features Nayanthara at her graceful and elegant best adding a touch of joy to every auspicious celebration.”

     

     

  • The integrated campaign is already live across TV and digital platforms

    Oppo ropes in Ranbir Kapoor & Katrina Kaif for Reno campaign

    By A Campaign

     

    Oppo India has announced Bollywood actor Ranbir Kapoor, Katrina Kaif and Badshah as brand ambassadors for its Reno series.

     

    Speaking on the association, Sumit Walia, VP, Product and Marketing, Oppo India said: “At Oppo, we have always aspired to bring distinctive and innovative offerings for our customers. With the Reno series, we have taken our innovations a notch above with a brand-new product concept, design philosophy, and a communication model which is tailor-made for youthful consumers.  Just like Oppo, these celebrities too have pushed their creative realms to delight and surprise their audience. As we pave the future growth strategy of Oppo in India, we are confident that this association will further help us strengthen the positioning of the Reno series in the Indian smartphone market.”

     

     

  • The TV commercial #IndiaCalling tells the story of young Indians setting off on journeys of discovery

    L&K Saatchi & Saatchi unveils latest ad film for Hero

    By A Campaign

     

    L&K Saatchi & Saatchi has created a campaign for the portfolio of premium bikes and scooters from Hero, with the credo ‘Tomorrow Can’t Wait’.

     

    The TV commercial #IndiaCalling tells the story of young Indians setting off on journeys of discovery, encountering a country that’s moving in step with the tomorrow.

     

    Said Anil S Nair, CEO and Managing Partner, L&K Saatchi & Saatchi: “With the new premium range Hero has fuelled the young Indians desire to do more, feel more and most importantly explore more. There is an immense sense of pride and optimism they feel from where we have taken the inspiration from”.

     

     

  • The campaign will be further amplified across digital platforms and out-of-home (OOH) activations

    ‘It can’t get more Italian’ says Del Monte in new ad

    By A Campaign

     

    Del Monte has launched a new communication campaign focused on its range of gourmet Italian offerings with the tagline ‘Can’t get more Italian’.

     

    Said Yogesh Bellani, Chief Executive Officer, Del Monte: “We aim to showcase the unique flavours of our wide range of authentic Italian products with this campaign. We, as a brand, intend to start a conversation with our consumers about our products through this campaign.”

     

    Added Nikhil George, Creative Director, Orchard India: “Del Monte’s Italian range has a strong authentic product story that made creating the marketing communication a delight. We’ve seen the source story before but the challenge was to give that a fresh spin. The tonality held the key. We kept it fun and quirky, in line with the tastes of the young families the brand was talking to. At a time when young Indians are constantly experimenting with food, I’m sure this authentic option is something they’ll love.”

     

     

  • The campaign aims to educate moms about the unique benefits of pH 5.5

    Sebamed educates mothers via new campaign

    By A Correspondent

     

    German and skin care brand Sebamed has announced plans to deepen its engagement in the evolving and growing baby care segment in India. The brand has launched its first ever campaign in India ‘pH 5.5 = perfectly healthy skin’. The campaign aims to educate moms about the unique benefits of pH 5.5 that Baby Sebamed product range offers, making it safe and healthy.

     

    Developed by Lowe Lintas, the campaign will run across traditional as well as digital and social media platforms for six weeks in top 20 cities in India. The brand will also work towards creating and amplifying conversations amongst new parents through their strong digital eco-system and on-ground outreach programmes to drive credibility and advocacy.

     

    Speaking on the campaign, Konark Gaur, Head of Marketing – Consumer Products, USV Pvt Ltd. said: “We observed that new age parents’ needs were evolving, and were cluttered with confusing information. It was important for us to create an honest and authentic brand that empowers them with the best care for their baby. The campaign design is rooted in the product promise to keep the skin pH at a perfect level of 5.5. I believe our campaign communicates the unique benefit in a simple way and would establish a strong connect with our audience.” Developed by Lowe Lintas, the campaign will run across traditional as well as digital and social media platforms for six weeks in top 20 cities in India. The brand will also work towards creating and amplifying conversations amongst new parents through their strong digital eco-system and onground outreach programmes to drive credibility and advocacy.

     

    Added Madhu Noorani, President (Creative), Lowe Lintas said, “Sebamed has come in with a very specific and scientific offering. The challenge was to make a scientific term like pH 5.5 easy for the moms to understand. It is only a mom who can understand the babble of her baby. So, that’s exactly where our idea sits. A very vocal infant questioning her mom about the products being used on her and a confident mom standing up to the questioning. A charming conversation between equals leading to the message that pH 5.5 means perfectly Healthy skin.”

     

     

  • Like the previous legs, this campaign will have additional touchpoints including Dolby.com microsite, digital, PR, television (through partners) and cinema

    Dolby pushes iweight around smartphones via new ad

    By A Correspondent

     

    Dolby’s latest proposition – ‘Mobile Pe Dolby Hain Kya?’ – is aimed at educating the smartphone owners about the Dolby technology on one’s mobile.

     

    Commenting on the launch of the campaign, Ashim Mathur, Senior Regional Director Marketing – Emerging Markets, Dolby Laboratories, said: “At Dolby, our goal is to enable and deliver spectacular experiences that bring entertainment to life be it at cinemas, at home or on the go. With the ‘Mobile Pe Dolby Hai Kya! (Got Dolby on your Mobile?)’ campaign, is aimed at driving awareness about its technology on the mobile, that enables a spectacular experience, even on the go. The campaign also aims at educating the discerning audience that for a spectacular experience, one needs a Dolby enabled smartphone with Dolby enabled streaming service.”

     

    Speaking about the concept behind the campaign, Shrikant Menon, Chief Executive Officer & Managing Partner, The Digital Street LLP added: “One of the things we are all exposed to is the incessant use of mobiles in India, wherever one maybe – on public transport, in restaurants, even while walking on sidewalks! People are so immersed into watching all forms of content, wherever and whenever they can. So, when we were asked about how best to tell the Dolby story for mobiles, this immersive attitude and desire to escape into entertainment was something we really wanted to tap into. With the scene set, using Mono and Chaubey seemed like the best way to continue Dolby’s journey of telling people how their entertainment experiences can be taken up a notch and made truly spectacular.”

     

    Said Sumit Sabharwal, Founder and CEO, Mass Studios: “The idea was to give the film a clean, and contemporary urban look in a classical shooting style to accentuate critical moments of the narrative both visually and through the sound design, keeping with the mockumentary style of story-telling. Our endeavour has been to make sure this forth film in the series goes one step further in bringing out humour as well as Dolby messaging with the final film.”

  • The company has unveiled Durgatinashini and Sanhati initiatives as part of this year’s Durga Puja campaign

    JSW Cement launches Durga Puja campaigns with a social focus

    By A Correspondent

     

    JSW Cement has launched a campaign to celebrate Durga Puja. The company has unveiled Durgatinashini and Sanhati initiatives as part of this year’s Durga Puja campaign.

     

    Speaking about the initiative, Gautam Mukhopadhyay, Regional Head of East – JSW Cement said:  “At JSW Cement, we take conscious steps to support and empower communities, reducing social and economic inequalities. Festivals like Durga Puja give us an opportunity to connect with our customers to do something more meaningful in addition to the festive celebrations. Both these initiatives are an attempt by JSW Cement to raise awareness about various social causes and add to the festive cheer in the local communities.”