MxMIndia

Category: PRODUCTS

  • Provokes people to think about their future and experience two difference scenarios, simultaneously

    Aditya Birla Capital launches interactive ad campaign

    By A Correspondent

     

    In its latest interactive social media campaign, Aditya Birla Capital allows viewers to interact with two different futures simultaneously, enabling them to choose for themselves the future they most relate to, and plan it accordingly.

     

    Speaking on the campaign, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital said: “Storytelling is the oldest and arguably the most popular way for brands to engage with their consumers by weaving a product proposition into the story. However, a story told through a 60-sec commercial is always one-sided, and can get extremely prescriptive, leaving no room in the narration for an alternate view. Therefore, advertising commercials often feel unauthentic. As a brand we do not want to ever push a product or a point of view to our customers. We want to share all perspectives on life and money with our customers so that they can make an informed decision for what’s right for them and their family. Therefore, this interactive video is not just innovation for the sake of innovation; it is an innovative opportunity for us to be able to walk the talk.”

     

    The Interactive film has been conceptualised and implemented by Social Media agency Foxy Moron. The three storylines have been directed by Achyutanand and Sudhanshu of Four Line Films. The social media roll-out is being handled by Mindshare.

     

    Said Achyutanand Dwivedi, Director, Four Line Films: “Cinematically, this was a really interesting challenge. Usually we work with scripts which have a single linear story. In this case, we had to work on three parallel stories which the viewer finds captivating and intriguing to interact with, while conveying the message across. It’s the first interactive brand film project we have worked on, and it is really exciting to see brands push the envelope. This kind of work is the ask of the hour.”

     

    Added Pratik Gupta, Co-Founder – FoxyMoron: “Everybody stresses about retirement, but not many address retirement as a problem they must address ‘now’. Our intent with this campaign was to ensure that all the people who engage with it are able to visually switch between realities and see the possibilities that may ensue. The use of interactive video experience, married with creative tech allowed us to play up this experience on users’ timelines seamlessly. Phosphene, our creative technology wing, created an experience (good or bad) by simply holding or releasing a button on the screen. Having built this creative tech from the ground up, we are now confident of the message and its delivery having the right impact on the audience that interacts with it! We’re looking forward to the results that the campaign will throw up and taking this first-time-ever tech to multiple other clients.”

     

  • Partnering Asian Paints in this musical journey are three renowned Bengali bands – Cactus, Lakkhichhara and Goshai Gang

    Asian Paints spreads the #ColoursOfPujo with Bengali bands

    By A Correspondent

     

    For more than three decades, Asian Paints Sharad Shamman has been an intrinsic part of Bengal’s Durga Puja. This year Asian Paints is presenting #ColoursOfPujo. Partnering Asian Paints in this musical journey are three renowned Bengali bands – Cactus, Lakkhichhara and Goshai Gang. Each of them presenting a pujo special song, set against the background of a colour that represents Sharodiya.

     

    Said Jaideep Kanse, General Manager – Brands, Asian Paints Limited: “Asian Paints has always believed in celebrating creativity and art. It was with this intent that Asian Paints Sharad Shamman was initiated and now over 35 years of this, we feel the love and respect of the people every time we are in Kolkata during Pujo. Colours are native to both, Durga Pujo and Asian Paints and with this thought, we celebrate #ColoursofPujo this year. We are extremely proud to associate with three leading bands from Kolkata – Cactus, Lakkhichhara and Goshai Gang to bring to life the colours of pujo by highlighting the relevance and significance of key colours.”

     

    Added Sujoy Roy, Managing Partner (Creative), Ogilvy: “Asian Paints has been an integral part of Durga Puja for several years. Every year we pick aunique aspect of the festival and bring it alive. This year we wanted to celebrate the colours of Durgotsav. Colours that evoke memories, represent tradition and find prominence during the festival. We picked three colours. And created three songs. Connecting colours to the key moments of celebration. Painting three vivid pictures of Durgotsav.”

     

     

  • The European menswear brand has announced actor Saif Ali Khan as its brand ambassador in India

    Selected Homme announces Saif Ali Khan as brand ambassador

    By A Correspondent

     

    European menswear brand Selected Homme has announced actor Saif Ali Khan as its brand ambassador in India.

     

    Speaking on the announcement, Vineet Gautam, CEO & Country Head, Bestseller India, said: “Selected Homme is a brand that embodies detailed aesthetics and high quality while being at the forefront of sustainability. The premium menswear category in India is on the rise with men desiring to sharpen their personalities with bespoke styling and Selected addresses just that. We are delighted to partner with Saif Ali Khan as the unprecedented Selected Homme man and are excited to see how this relationship unravels.”

     

     

  • Rolls out a new multi-channel campaign and a television commercial with Deepika Padukone

    Goibibo encourages young Indian travelers to GoBefikar

    By A Correspondent

     

    Online travel company Goibibo has launched a new campaign ‘GoBefikar’ to encourage young India to book their travel without any hassles and worries.

     

    Said Sunil Suresh, Chief Marketing Officer, Goibibo: “With more and more Indians wanting to spend their leisure time traveling and exploring new places, we want to give them a hassle free way of fulfilling their travel aspirations. With our new campaign, we want to assure travellers that when they book on Goibibo they can rest assured that they will get the best accommodation experience that they have come to trust on GoStays.”

     

    Added Hemant Misra, Managing Director, MagicCircle Communications: “This campaign for Goibibo heralds an invite for carefree travel. The television commercial captures the surprise that comes with the promise of being carefree. First in a series of TVCs that will invoke the young Indian to cast aside their worries to Goibibo and travel carefree to delightful destinations”.

     

     

  • Like in the earlier years, the plywood and laminates leader celebrates the indomitable spirit of the carpenters

    CenturyPly is back with CenturyPly Heroes 2019

    By A Correspondent

     

    In a bid to reiterate the commitment towards excellence, CenturyPly is back with its annual campaign CenturyPly Heroes.

     

    Commenting on the launch of the campaign, Sanjay Agarwal, Managing Director of CenturyPly said: “We are extremely delighted to announce the advent of CenturyPly Heroes 2019. Continuing the tradition, this year also we aim to touch the lives and add warmth to the real heroes behind all the glitz and glitters of festivals. The carpenters’ are an integral part of our industry and they keep inspiring us with their strong inner self and mesmerize us with their artistic workmanship. We, at CenturyPly, being a part of the industry, feel responsible to highlight their unwavering and restless attitude. I hope that people from varied walks of life identify the messaging that we have intended to maintain throughout these years and able to connect with the craftsmanship of these carpenters better than before.”

     

     

  • The film showcases nuances of people going the extra mile for their loved ones

    TVS unveils new campaign for Jupiter

    By A Correspondent

     

    TVS Motor Company has unveiled the marketing campaign for its flagship scooter– TVS Jupiter. Titled ‘Dil Ka Mileage’, the campaign debuts a new television commercial film for the brand.

     

    Said Aniruddha Haldar, Vice President (Marketing), Scooters, Commuter Motorcycles and Corporate Brand: “We have known that mileage has always been the overriding concern for the Indian Commuter. However, we believe this concern is from a strong desire to do more, achieve more, go that extra mile – especially for their loved ones. Hence this concern for mileage is based on the need to clock more and more “Dil Ka Mileage”, through going that extra mile for their loved ones. TVS Jupiter is their preferred ride, not only because of its performance, including mileage, but for sharing the belief in “Dil ka Mileage”. We are confident that our consumers will be increasing their “Dil Ka Mileage” on every ride with their TVS Jupiter.”

     

    Added Krishna Mani, Executive Creative Director – South, Dentsu Network Advertising Private Limited: “The idea was to elevate the brand from talking about just mileage of the scooter to what the man does with it. Mileage tells how far the scooter would go but Dil Ka Mileage tells you how far would the man go for his near and dear ones. The film celebrates the family man who everyday selflessly does little but important things for his loved ones that make them smile.”

     

     

  • The 40-second film has been created by Grey

    ColorPlus captures hues of Durga Puja in new film

    By A Correspondent

     

    ColorPlus has launched a new ad film highlighting its latest collection for Durga Puja.

    Said Vivek Sandhwar, Director and Brand Head, ColorPlus: ‘’Durga Pujo is known for its vibe and vibrancy, and nothing better than colours to showcase the pulse of this grand festival. At ColorPlus, we want to build a connect with the audience by showcasing different elements of Pujo. Our film beautifully captures all the aspects by interfacing them with the variety of shades our products offer. So, for the launch of our festive collection, we’ve created a film that draws parallel between the festival and our colourful collection.”

     

    Talking about the campaign Vivek Bhambhani, Group Creative Director, Grey Group India said: “The film captures the iconic symbols of Durga Puja, taking the viewer through a visual montage of the traditions surrounding Pujo. ColorPlus, staying true to its name, leverages the varied colours of their products by connecting them to the colour of each icon. The narrative captures the essence of Pujo with a poetic voice over that evokes the emotions of every ritual and tradition.”

     

  • Interactive installation urges people to walk on Bapu’s path and reinforces the message of ’Cleanliness is next to Godliness’

    Tata Salt celebrates Gandhi Jayanti with #BapuReminder

    By A Correspondent

     

    On the 150th birth anniversary of Mahatma Gandhi, Tata Salt paid a tribute through an initiative, #BapuReminder on Mumbai’s MG Road. Tata Salt set up an interactive installation that reminds people of Gandhi’s saying ‘Be the change you wish to see’. People passing on Mahatma Gandhi Road in South Mumbai were nudged by Bapu’s voice through a targeted sound-beam technology. The interactive installation was exhibited on October 1 and 2.

     

    Speaking on the initiative, Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals Ltd. said: “Tata Salt has always stayed true to its credo of ‘Desh ki Sehat, Desh Ka Namak’ and this initiative is our homage to the Father of the Nation. As the nation celebrates Mahatma Gandhi’s 150th birth anniversary, this unique installation with interactive images and sounds will help bring alive his thoughts and words on cleanliness and sanitation for all. Just as nutrients like iodine are important to good health, good hygiene and sanitation are just as critical, and we hope the #BapuReminder initiative will instil in each one the aspiration to be a torchbearer for a cleaner nation.”

     

     

  • 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

    Network Advertising unveils latest ad campagn for ‘Vicino’

    By A Correspondent

     

    Network Advertising has launched a quirky 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.  These first-of-their-kind video ads feature animals, with each video ending in an unexpected reveal of the benefit of buying a home.

     

    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 creatively disruptive in the category while communicating a strategic location benefit in the shortest possible time. 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.”

     

     

  • Milind Soman to be the face of the Favre-Leuba Raider Harpoon timepiece

    Favre-Leuba announces Milind Soman as its brand ambassador

    By A Correspondent

     

    Luxury Swiss watch brand Favre-Leuba has announced Milind Soman as its brand ambassador

     

    Speaking on the appointment, Vijesh Rajan, Head of Favre-Leuba, said:  “It bring us great joy to announce Milind Soman as a Friend of Brand for Favre-Leuba. He has bought India some glorious achievements and has become synonymous to health and fitness. His immeasurable achievements and ideology to conquer new frontiers synchronises beautifully with Favre-Leuba’s DNA. Milind Soman has always outdone himself, from conquering the Ironman triathlon to becoming the ultimate Ultraman. His passion for swimming has been long known and has also made him take on various forms of diving for which The Raider Harpoon will be a worthy accompanying instrument.”

     

     

  • #DilKiSuno campaign of Tata Tea Gold aims to bring alive the inspiring stories of consumers who have listened to their hearts

    Wavemaker brings alive Tata Tea Gold’s new campaign

    By A Correspondent

     

    Tata Tea Gold has partnered with IIFA 2019 to launch #DilKiSuno stories as part of the brand’s ‘Dil ki Suno’ campaign. Crafted and executed by Wavemaker, the campaign will showcase inspiriting stories by leading celebrities at IIFA 2019, encouraging consumers to share their inspiring stories and experiences.

     

    Said Puneet Das – Vice President Marketing – (India), Tata Global Beverages: “Tata Global Beverages’ iconic brand, Tata Tea Gold, has stood for the ‘Gold standard’ in tea drinking experience with its rich taste and an irresistible aroma. The brand Proposition talks about ‘Dil ko na kahoge toh pachtaoge’; encouraging consumers to listen to their heart and have no regrets. We continue to build on that proposition with an exciting partnership with IIFA 2019, by sharing inspiring #DilkiSuno stories of your favorite celebrities… and inviting consumers to share theirs.”

     

    Speaking on the collaboration, Kishan Kumar M S, Vice President, Wavemaker India said: “Tata Tea has always brought difference to the lives of millions of consumers through their purpose-driven marketing. For the latest Tata Tea Gold ‘Dil Ki Suno’ campaign, our objective is to inspire our consumers to follow their dreams by listening to their heart.

     

     

  • Ventes won the creative award for Best Brand Experience in Mobile Rich Media

    Ventes Avenues and Tanishq bag a Gold at MMA Smarties

    By A Correspondent

     

    We had reported on the Smarties earlier in the week, but this one deserves special mention. Ventes Avenues and Tanishq bagged a gold for their innovative collaboration at the MMA Smarties last week. Ventes won the creative award for Best Brand Experience in Mobile Rich Media.

     

    Said Gaurav Midha, Head- Digital Marketing at Tanishq: “We are delighted to win the award. Tanishq has always aimed at providing the best for its customers and this fascinating initiative is one such approach in achieving this objective. Consumers had the option of browsing through multiple jewellery pieces with just one click. The real-time customer experience strengthened the retail connection between the brand and our consumers; a transformative step on how India will shop and purchase jewellery in the near future.”

     

    Added Fauzan Rahim, Co-Founder Ventes Avenues: “We at Ventes Avenues are happy to have partnered with Tanishq on this amazing campaign on the MEITU camera app in India. Wining an award is always very special, it demonstrates that our work has stood out and left a mark in the minds of a distinguished jury. The focus was to deliver User Engagement using AR filters especially to entice users to virtually try the jewellery and share their selfies wearing Tanishq jewellery with friends & family. 4.9 Mn pictures taken during the one-month campaign is a huge feat and we hope this paves the way for other brands to consider this platform.”