MxMIndia

Category: PRODUCTS

  • Introduces ‘Look Book’ and ‘Flip Score’ among other innovations for this festive season

    Flipkart launches new advertising offerings

    By A Correspondent

     

    Flipkart is offering a slew of advertising innovations leading up to the festive season. In addition to the existing portfolio of display and search ads, ​video, new display formats and games ​are some of the new offerings which are now available for brands and sellers.

     

    Said ​Prakash Sikaria, Vice President at Flipkart: “The consumer’s journey of discovery online is evolving at a fast pace and at Flipkart, we offer our full-scale ecosystem for advertisers to engage consumers effectively online. With our insights on consumer searches and our understanding of Indian consumers across the country, we are excited to bring a host of innovations to advertisers today. We understand how India shops online and we look forward to enabling brands and sellers to connect with them in the best possible manner.”

     

     

  • Expands its domestic market footprint and drives enhanced brand salience

    Welspun ropes in Amitabh Bachchan as brand ambassador

    By A Correspondent

     

    Welspun India has announced the launch of its new campaign ‘Badal Dalo’ with actor Amitabh Bachchan who has been roped in as brand ambassador for Welspun.

     

    The ‘Badal Dalo’ campaign highlights Welspun’s home linen products that aim to challenge the status quo, and offer easy and convenient solutions at affordable prices. Conceptualised by Leo Burnett, the campaign kickstarts with two TVCs starring Amitabh Bachchan.

     

    Commenting on the campaign, Dipali Goenka, Joint Managing Director and Chief Executive Officer, Welspun India Limited said: “Welspun, with its proclivity to innovate, aims to revolutionize the home textiles and floorings industry with its unique products. We are delighted to bring Amitabh Bachchan on board as the brand ambassador. As we plan to create deep inroads within the Indian markets, we are confident that our association with the Bollywood stalwart, with his credibility and vast consumer reach and connect, will help drive greater brand resonance thereby fortifying the brand’s foothold in the industry.”

     

    Speaking on the campaign, Rajdeepak Das, Managing Director – India and Chief Creative Officer – Leo Burnett South Asia added: “The ‘Badal Dalo’ campaign is based on the insight that currently in the value driven home textile market there is a huge gap between pricing and quality. With their latest offering, Welspun plans to make quality home textile affordable and available to the mass market. When it comes to trust and credibility, few personalities have as much clout as Amitabh Bachchan making him the perfect fit for our campaign and helping us connect with a wider audience.”

     

     

  • Swarovski tied up with Adfluence to run Influencer Marketing campaigns

    Adfluence taps influencer marketing for Swarovski’s latest ad campaign

    By A Correspondent

     

    Adfluence, an influencer marketing platform, recently joined hands with Swarovski to plan and strategize unique and engaging influencer marketing campaigns for the brand.

     

    Said Amev Burman, Co-Founder, Adfluence: “We worked with influencers that were primarily from the Entertainment and Lifestyle space. Content quality and type were key in the selection process. Although it is imperative to create a comprehensive brief, it’s also crucial to let the creators express their creativity. What worked very well with the audience was the Emotional Quotient in the pictures that promoted the concept of celebrating the bond between all siblings. This strategy resulted in a very impressive engagement rate of 19 per cent.”

     

     

  • The company has decided to make its presence at every television space spanning news, movies, prime time soaps, comedy shows or reality shows

    KEI associates with broadcasters to strengthen brand leadership

    By A Correspondent

     

    KEI Industries announced its strategic association with 26 leading channels to brace its brand leadership

     

    Speaking on the partnership, Anil Gupta, Chairman cum Managing Director, KEI Industries Ltd said: “The associations represent a vital step forward for us as we continue to explore opportunities to expand our offerings globally. We continue to deepen our engagement with our channel partners to realize our shared goal of serving end-users efficiently and effectively. We successfully raised our pitch in brand promotion through various communication channels. These partnerships are a gateway for us to experience and build a whole new customer segment as these channels give us the perfect opportunity to on-board new set of loyalists for our company.”

     

     

  • The campaign comprises a series of short, digital-first video ads that leverage humour

    Network Advertising unveils ad for Mahindra Lifespaces

    By A Correspondent

     

    Network Advertising has launched a campaign for Mahindra Lifespaces’ recently launched residential project ‘Vicino’, located in Andheri East, Mumbai. The campaign comprises a series of short, digital-first video ads that leverage humour to give a quirky twist to the high involvement activity of home-buying.

     

    Shayondeep Pal

    Said Shayondeep Pal – Chief Creative Officer, Network Advertising: “To own a home in the heart of Mumbai is to say you’ve arrived in life. Vicino by Mahindra Lifespaces is one such project in Andheri where everything is close by. So the team came up with the idea of highlighting the locational advantage through what we all love to watch on our social media feed – animal videos! The aim was to be disruptive in the category while communicating a strategic locational benefit in the shortest possible duration. In this context, I would like to thank Mahindra Lifespaces for buying into creatives that go beyond ‘safe’ in the traditional sense.”

     

    Added Sunil Sharma, Chief Customer Officer, Mahindra Lifespace Developers Limited: “Vicino is strategically located in Andheri East and meets the evolving needs of home buyers in Mumbai. In a cluttered real estate space, our focus was on ensuring crisp, engaging and hard-hitting films that would be entertaining while also effortlessly seeding our customer value proposition of Joyful Homecomings to well-connected homes at Vicino.”

     

     

  • The film shows that a non-recyclable plastic bag chokes and clogs our oceans and landfills

    Mahindra urges people to #CutTheCrap with new campaign

    By A Correspondent

     

    The Mahindra Group reinforced its long-term commitment towards the environment through the launch of a new campaign that builds a case for waste management. Its new #CutTheCrap campaign has been launched with a film that equates the problems caused by single use plastic bags to weapons of mass destruction.

     

    Highlighting the purpose behind this new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said:- “Through our new #CutTheCrap campaign, we are putting our Rise For Good philosophy into action to bring about greater environmental awareness and societal change. We have consistently focused on bringing issues concerning the environment to the fore, and waste management is a crucial topic within this. Our aim is not only to sensitise people but to also enable them towards behaviour change.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “The idea was to help the viewer see the harmless looking plastic bag from a whole new perspective. By equating it with some of the deadliest weapons known to mankind, we drew attention to the looming threat that is already upon us. And who better than Mahindra, with their track record of relentlessly focusing on waste management, to take this message to the world.”

     

     

  • The company has gained a reputation as the most comprehensive and dynamic market intelligence specialist in kids, tweens and teens

    Kids Insights announces India launch in partnership with Totally Awesome

    By A Correspondent

     

    Kids Insights announced the official launch of its first Asia-Pacific presence with Kids Insights India in partnership with TotallyAwesome. Kids Insights India will be surveying 410 kids a week in India, resulting in a total of 21,000 children being surveyed each year, providing organisations with access to real-time market intelligence on the attitudes, behaviours, and consumption by Indian children for the first time.

     

    The launch into the Indian market means that Kids Insights now globally surveys more than 2,000 children every week, across three continents and seven countries, or more than 105,000 children a year. The company has gained a reputation as the most comprehensive and dynamic market intelligence specialist in kids, tweens and teens, and whose market intelligence is used by companies such as the BBC, Crayola, Oxford University Press, Sky, Turner, and Warner Bros.

     

    Said Kunal Mukherjee, Country Director of TotallyAwesome: “There is no doubt that the kid’s ecosystem in India is changing at a phenomenal pace and therefore having access to reliable and real- time market intelligence has never been more important. I am delighted to see that Kids Insights is now available to companies who are active in the Indian market”.

     

    Added Nick Richardson, CEO of Kids Insights: “We are delighted to be continuing our global expansion. The launch into India is particularly exciting as it is a market that is going through a phenomenal transformation and digitalisation. Working closely with our local partner, Kids Insights India will be able to help clients understand the dynamics of the Indian children’s ecosystem, help them define their audience, measure and evaluate the success of campaigns and ultimately improve their return on investment. We are delighted to have TotallyAwesome’s support and we look forward to developing a long and successful partnership with them”.

     

  • The campaign recognises Dalmia Cement’s technological innovation in manufacturing cement and its pioneering efforts in nation building

    Dalmia Cement unveils new brand positioning

    By A Correspondent

     

    Dalmia Cement has unveiled a new brand identity and positioning through a national marketing campaign. The new positioning, ‘Future Today’ recognizes Dalmia Cement’s technological innovation in manufacturing cement and its pioneering efforts in nation building.

     

    Said Pramesh Arya, Executive Director, Marketing, Dalmia Cement (Bharat) Limited: “Dalmia Cement is already a strong brand with significant market share. With Future Today, we are crystallising our promise to consumers beyond offering a great product. For far too long, cement purchase in India has been a low involvement decision. As India’s demographic make-up changes, individual home builders are making more informed choices. Be it a one room house or a mega infrastructure project, Dalmia Cement will continue to stay at the forefront of construction science, and give shape to our shared future.”

     

    Speaking about the campaign, Joy Chauhan, Managing Partner, Wunderman Thompson added: “When we started speaking to consumers and internal stakeholders, we realised Dalmia Cement’s first mover status on every front. The new integrated campaign helps the brand move away from category conventions of using humour or hyperbole to demonstrate functionality. Discerning customers today want to determine why they choose one brand over another. Our new campaign gives them believable reasons to do so. And it offers influencers and channel partners a new lens to look at our brand.”

     

     

  • The campaign is an unconventional take on Vir MDF’s core proposition

    New twist to Rushil Decor’s Vir MDF

    By A Correspondent

     

    The Co Integrated has conceptualised and executed two TVCs as part of a campaign to introduce Vir MDF from the house of Rushil Decor. The campaign is an unconventional take on Vir MDF’s core proposition with a humorous cinematic portrayal of the product benefits.

     

    Said Akrita Shrivastava, Chief Creative Officer, The Co Integrateed: “The core challenges we face are the misconceptions carpenters, architects and interior designers have about MDF. We needed to create a communication that is entertaining, informative and demonstrative. We decided to create a carpenter duo- one who talks about the pros and the other who talks about the cons of the product. Essentially the film is a creative myth-buster.”

     

    Added Rushil Thakker – Vice President, Rushil Decor: “Being a company with a legacy of more than 25 years we believe in creating and marketing world class products that meets the consumers’ needs. Vir MDF is poised to be the industry leader in its category which will be well supported in terms of product and marketing innovations.

     

     

  • To showcase how our consumers can travel safely in an Uber

    Uber India drives up safety awareness in new campaign

    By A Correspondent

     

    To raise awareness of its safety processes as well as technology-enabled safety features, Uber has launched a two-month long ‘Safety Never Stops’ campaign in five languages across India.

     

    Commenting on the launch of the campaign, Pavan Vaish, Head of Central Operations, Uber India and South Asia said: “At Uber, your safety is paramount to us. To strengthen our commitment to the safety of our customers, awareness of our various safety features is the key. That is why we have introduced the Safety Never Stops campaign to educate our users about features that will help us make the platform safer.”

     

    Added Sonal Dabral, Chief Creative Officer, Ogilvy APAC: “Like always it has been a pleasure to partner with Uber for one more important campaign – “Safety Never Stops”. It’s a serious message so the campaign was conceptualised using the metaphor of an airline safety briefing. Also because the number of pioneering and innovative safety features Uber has launched for rider safety could rival the safety features of any airline. We hope it acts as a friendly reminder to consumers of the existence of these features so that if they ever need to use them, they have no doubt.”

     

     

  • The Digismart launch campaign adds to the heritage bank’s dynamic appeal

    Anushka Sharma promotes #LiveOnline lifestyle for Standard Chartered

    By A Correspondent

     

    Standard Chartered Bank has launched its Digismart credit card with Anushka Sharma as the face of the campaign.

     

    Said Gaurav Rajput, Country Head – Brand & Marketing, Standard Chartered Bank, India: “The launch of Standard Chartered DigiSmart credit card reaffirms our commitment to bring enhanced products to address the evolving demands of our customers. Today, increased e-commerce adoption is coupled with intensive deal seeking behaviour. We have curated this card to complement the lifestyle of our digital-native customers with always-on e-commerce benefits, while doing away with the need to look for daily deals.”

     

    Added Subramanian Krishnan, CSO, TBWA\India: “As part of the bank’s ever-evolving strategy to stay ahead, this campaign from Standard Chartered aims to engage the millennial, always-on, emerging-affluent generation by keeping things simple but vibrant. While most brands try to bring the online world offline, we did the opposite since we’re talking to the digitally-native millennial. #LiveOnline is the re-creation of our offline world through the online lens.”

     

     

  • The campaign is aimed at building excitement around the ease of earning and redeeming Payback points

    Payback partners Yuvraj Singh to launch latest ad campaign

    By A Correspondent

     

    Payback India has launched its latest consumer campaign – ‘#Payback Chalao’. The campaign is aimed at building excitement around the ease of earning and redeeming points at over 100+ brands via a new mobile app.

     

    Speaking on the campaign, Ramakant Khandelwal, CMO, Payback said: “Our positioning statement ‘Payback Chalao’ resonates well with our members. Our brand ambassador Yuvraj Singh is well known for effortless stroke play to score the maximum. Hence our core messaging reads ‘Score big like Yuvraj every time. It’s Payback time. We also have a messaging in Hinglish which reads ‘Ab rewards kamana hai, baayein haath ka khel! Yuvraj ki tarah har baar kuch zyaada pao, Payback Chalao. A global icon like Yuvraj Singh – who embodies traits like winning, trust, reliability and has a cool and trendy persona, will get us a broader recognition and complement our brand positioning and future plans. We are thrilled with the collaboration and look forward to creating more engaging experiences for our members.”