MxMIndia

Category: PRODUCTS

  • Air Buddy highlights the ease of a sweat–free cooking without disturbing the gas flames in the kitchen

    Crompton unveils its new digital campaign titled #CookSweatFree

    By A Correspondent

     

    Crompton Greaves Consumer Electricals has unveiled a new digital campaign – #CookSweatFree for its innovative kitchen fan – Air Buddy to highlight the ease of a sweat–free cooking without disturbing the gas flames in the kitchen.

     

    Said Rangarajan Sriram, Vice President Fans, Crompton Greaves: “Crompton engineers products that provide meaningful benefits to consumers. The consumer insight we came upon is that, while cooking, the fan is always switched off when the gas is on. The Air Buddy kitchen fan is designed in such a way that, for the first time, you can have your fan on in the kitchen and enjoy soft, focused air flow without disturbing the gas flames. A simple consumer insight has allowed us to cater to this need and enabled us to innovate for a more comfortable and convenient experience. Through this campaign we wanted to showcase the differential factor of the product in an effective manner.”

     

    Added Saumil Mehta, VP, Solutions, Schbang: “Crompton Air Buddy is a very unique product born out of a core consumer insight and need. When we delved deep into our TG we realized that there is a need gap when it comes to switching a fan on while cooking in the kitchen. Popular wisdom & habit dictates “Gas on = Fan Off”. Crompton picked up on this insight and tailor-made solution to enhance the consumers’ cooking experience while in the kitchen. Digital played an important role in the mix right from creating awareness amongst our TG by reaching out to the right audience on YT looking out for Recipe videos, remarketing with the relevant product benefits & finally closing the loop by leading the TG back to ecommerce platforms for conversion. The results have been quite promising with 5.7 million impressions delivered and more than a lakh clicks to ecommerce in just five days.”

     

     

  • Cauvery Calling is aimed at revitalising Cauvery river by planting more trees and transform the lives of 84million people

    ShareChat spreads awareness to restore Cauvery

    By A Correspondent

     

    ShareChat has launched three different campaigns ‘#Cauvery calling’, ‘#Water a plant’ and ‘#How to conserve water’ to raise awareness in support of the ongoing movement to rejuvenate Cauvery river, an initiative started by Isha Foundation and Sadhguru Jaggi Vasudev.

     

    Notes a communique: “With each campaign hashtag, ShareChat has taken a big step in making its existing and new users cognizant about the environmental issues. ShareChat urged users to share video in line with the Cauvery calling anthem and hashtag ‘#Cauvery calling’. Adding another layer, ShareChat proposed users to plant more tress and water the ones in their vicinity with ‘#Water a plant’ and finally with ‘#How to conserve water’ hashtag users shared videos on the numerous methods and approaches to conserve water.”

     

     

  • The campaign aims to take forward this tradition of purchasing jewellery which makes Diwali auspicious and special

    Laqshya exhibits Tanishq’s festive campaign for Virasat collection

    By A Correspondent

     

    We wrote about its television campaign recently, now read about Tanishq’s outdoor campaign for its festive collection, Virasat.

     

    The campaign was executed by developing the brand’s communication in multiple cities like Agra, Ahmedabad, Allahabad, Bengaluru, Vadodara, Bhubaneswar, Chandigarh, Chennai, Delhi NCR, Guwahati, Hyderabad, Indore, Jaipur, Jamshedpur, Kanpur, Kolkata, Kolkata Upcountry, Lucknow, Ludhiana, Meerut, Mumbai, Nagpur, Patna, Pune, Raipur, Ranchi, Surat, Varanasi and Vijayawada.

     

    Speaking further on the campaign’s success, Naresh Bhandari, COO, OMI, Laqshya Media Group said: “Diwali and Tanishq are essentially connected to each other. Buying gold in Diwali has been a big part of our tradition across the country. This Diwali offer by Tanishq needed a much fierce noticeability at the time when all the competitors are active on OOH and vying for consumers’ attention. The team took it as a challenge to ensure we are not just noticed but, we impact them too. The dual approach of attaining reach and frequency using our In-House tool cut corners and we were able to deliver a successful campaign.”

     

    Added Deepika Tewari, Associate Vice President– Marketing, Jewellery Division at Titan Company Limited: “Each Diwali is a testament of the tradition that has been passed down from one generation to another and have been followed each year with equal vigour. This collection is a tribute to the innumerable ‘Rivaaj’ or traditions that are followed by us, especially that of buying gold and hence the name ‘Virasat’. We sincerely hope our exclusive festive offers along with our grand new Virasat Collection will add a bit of sparkle to everyone’s life. At Tanishq we wish everyone to be a part of Rivaajon wali Diwali, Tanishq waali Diwali.”

     

     

  • The campaign pays tribute to adidas’ iconic sneakers from the past, re-imagined for today

    Adidas Originals launches ‘The Home Of Classics’ campaign

    By A Correspondent

     

    Adidas Originals has launched its product campaign Home Of Classics that pays tribute to some of the brand’s most foundational silhouettes.

     

    Fronted by India Brand Ambassador Ranveer Singh as the protagonist, the campaign is shot by celebrity fashion photographer Errikos Andreou. From falling in love with the brand to becoming an ambassador for the brand alongside Mo Salah, Ranveer Singh truly embodies the spirit of Adidas Originals.

     

    Notes a communique: “From falling in love with the brand to becoming an Emerging Markets Ambassador for the brand alongside Mo Salah, Ranveer Singh truly embodies the spirit of Adidas Originals!” Indeed.

     

     

  • ‘Extraa Wali Diwali’ tells consumers not to hesitate or hold back during their festive shopping

    VMLY&R India and Big Bazaar tell customers to shop without restrictions

    By A Correspondent

     

    Given the slowdown concerns, VMLY&R and Big Bazaar hacked into the moment marketing phenomenon by expressing moments of frugality through frugal storytelling. It manifested in the form of a series of Thumbstopper films to remind customers of where they can fulfil their festive shopping desires. ‘Extraa Wali Diwali’ tells consumers not to hesitate or hold back during their festive shopping, because of the offers they can find at Big Bazaar.

     

    Said Abbas Mirza, Associate Creative Director, VMLY&R: “These films are a product of mapping the customer journey in- store, including how consumers interact with their mobiles while shopping. In this world of connected consumer experiences where offline shopping can be influenced in real-time by online ads, we used Facebook’s new storytelling platform for Extraa Wali Diwali, which tells people they don’t have to hold back because of the great offers available. Through this campaign, customers realize they no longer need to juggle between indulging themselves and being mindful of their budgets during festive times, solving a conflict for the consumer as well as for our client.”

     

    Added Pawan Sarda, Group Head – Digital, Future Group: “Festival is one of the most important consumption periods for the retail sector. We want to let our customers know that Big Bazaar understands their needs and has the right offers to make their Diwali Extra special. We took the route of ‘thumbstoppers’, which is native to Facebook and through real-life instances built short stories that move to bring out the action.”

     

     

  • The mandate entails working with an incumbent agency to deliver Whisper’s social media and strategic alignment of the brand on digital

    Fulcro bags Whisper’s digital mandate

    By A Correspondent

     

    Fulcro has bagged the digital mandate for P&G’s Whisper. The mandate is to channelise the entire Whisper range of products on digital, including social media along with an incumbent agency.

     

    Commenting on the association, Sabyasachi Mitter, Founder and MD, Fulcro, said: “We are excited to have Whisper on board and look forward to creating a disruptive leg of communication for a pioneer brand on digital. It’s amazing how the category of personal hygiene has grown through the times and a digital foot forward is an ideal approach considering women are significant drivers of digital. We plan to leverage our digital expertise to change the consumer journey in a more agile and compelling manner. The idea is to build a connect between the brand and the consumer that extends beyond their usage phase. The team is enthralled with the association and is confident about achieving milestones together.’’

     

     

  • It was high time someone took up the mantle of protecting the advertising industry, writes Prabhakar Mundkur

    Ogilvy takes up the Plagiarism Mantle

     

    By Prabhakar Mundkur

     

    I believe the etymology of the word plagiarism comes from the Latin ‘plagiarius’ which means ‘kidnapper, seducer, plunderer’.  And for any creative and ideas person who has been the subject of plagiarism, the meaning runs true.  It actually does feel like your idea was kidnapped. The immense hurt and insult it metes out to the originator of an idea is unparalleled. Plagiarism has a long history and perhaps the first time the word was used was in the context of literature in 80 AD and with reference to the Roman poet Martial. Not surprising. Poetry, literature, music, the other arts and the whole history of man’s ideation is plagued by plagiarism. Roman architects I believe would present elaborate plans for aqueducts and bridges but decline to give the angle of the keystone involved for the arches because they were afraid of plagiarism.

     

    It was high time someone took up the mantle of protecting the advertising industry, and I can’t help feeling that Ogilvy as the industry leader has taken up this important cause. Unfortunately, I think the court has taken a weak stand already by allowing Vivo to continue with the advertising and by asking Vivo to deposit a crore with the court – that is just 2% of the reported spend on the campaign. If we are convinced that there was a striking similarity between the storyboard presented by Ogilvy and the final version produced by Dentsu, we need not go any further. Guilt is already established. The defence of simultaneous creative outputs being similar is a weak one in this case, while it is known to happen both in art and science, purely on probabilistic terms.  While it is remotely possible that Dentsu arrived at the same idea with amazingly striking similarities, one can’t forget that there is a referee who is in this case the client, who was examining both pieces of creative and obviously in great detail.  So that makes at least the client culpable!

     

    After all, what would the fair and ethical client do?  He would tell Dentsu that they already have a similar idea from a pitch Ogilvy made and ask them to work on an alternative idea.  There is one more reason why this sounds like a client led plagiarism.  If Vivo rejected Ogilvy’s idea of the script which was developed over a period of many months, how is it they approved a script from Dentsu which had striking similarities?  If the idea had no merit, the Dentsu script should have been rejected as well.

     

    Is it the first time this kind of plagiarism is happening from unethical clients?  Not at all.

     

    Just last year, I pitched for a very reputable Indian bank.  We were told that the selection process would take about a month.  Then a week later, my creative director opens his Facebook page and he finds the ad he had presented at the pitch staring at him in the face.  Personally, I believe that plagiarism has gone on for too long, and that agencies have been too weak in wanting to do anything about it.  So, kudos to Ogilvy for standing up!   Remember, it is only someone who is proud of their work who will stand up.

     

    Other cases of Plagiarism

    A few years ago in Malaysia Dentsu Otama was accused of plagiarizing the artwork of British designer Tom Anders unfortunately for the World Wildlife Fund which is such a well known brand.

     

     

    Tom claimed copyright infringement. His work was published on 27th April 2014, and the WWF ad appeared on 22nd July 2015.

     

    Do clients admit to Plagiarism?

    Oh yes they do. If they are honest and have a moral compass. Mcdonalds for example pulled their ad out of the media when they are supposed to have copied photographer Kristina Bakrevski that captures pictures of her friend David Sikorski staring lovingly at a burrito.

    In fact, Mcdonalds accepted the mistake with grace when they told Adweek, “This shouldn’t have happened, and, with our agency partner, we’re working to find out how it did. We’re reaching out to David Sikorski and Kristina Bakrevski. We apologise to them, their fans and ours.

     

    What is the way forward for agencies?

    Typically because of the nature of the industry, plagiarism happens during pitches. Pitches are for free and the ideas then remain with the client.  Often clients share their own information with great caution by asking the ad agency to sign a NDA so that their information is held in great confidentiality.

    For some reason the ad industry takes a servile position by not asking the client to sign a similar NDA for the work that they are likely to present to the client. After all most confidentiality and NDA Agreements start with the following statement “For all purposes of this agreement, the term “Confidential Information” shall collectively refer to all non-public information or material information or material disclosed or provided by one party to the other, either orally or in writing….”.

     

    It is high time the ad industry plugged loopholes to protect their intellectual property.

     

    And what will happen to the Ogilvy-Vivo case and what will the courts decide?

     

    Will Vivo have the same grace as Mcdonalds to admit that the two pieces of work which Ogilvy and Dentsu provided to them were strikingly similar and only they had the knowledge of the similarities?

     

    Not if they don’t have a moral compass.

     

    Prabhakar Mundkur is a veteran adperson and now a prolific commentator. His views here are personal

     

  • The relatability of the campaign has seen more than 3500 real stories shared on Instagram organically with #PropahLady

    Puma & Digitas India highlight what it takes to be ‘Propah Lady’

    By A Correspondent

     

    Global sports brand Puma has partnered with Digitas India for its latest campaign ‘Propah Lady’.

     

    Said Siddhi Desai, Creative Director, Digitas India: “Pumais a brand that can impact world narrative and hence we knew the responsibility while taking on this brief. We all agreed we wanted this campaign to live in the post empowered universe, so we decided to represent all those women around us who are bringing a change in this world by normalising a way of life through their everyday choices. That being the starting point, we knew, the first step was to shatter the very definition that had conditioned society for so long. Today, it’s out there. We are glad to see women being so proud of it and organically talking about it. None of this would have been possible without Puma’s conviction. We are also thankful to Team Catnip and every other collaborator. They went all in, heart and soul, to bring this alive.”

     

    Added Debosmita Majumder, Head of Marketing, Puma India : “From being told how to talk, think and act to defining it for themselves, women have changed the meaning of being a ‘proper lady’ in their own individual style. This special campaign by PUMA and our agency Digitas is an ode to all the women who have the gumption to live life on their own terms and write their own rules. Our ambassadors Mary Kom, Sara Ali Khan, Dutee Chand and Anjali Lama’s authenticity in this campaign is very refreshing.”

     

     

  • New brand campaign captures the essence of familial relationships this festive season

    Seniority and Dozee urge millennials to take #ParentalLeave this Diwali

    By A Correspondent

     

    Seniority, the specialized e-retail destination for senior citizens, and Dozee, a health monitor, have collaborated to launch #ParentalLeave, a special campaign to promote PL or Parental Leave urging millennials to spend quality time with their parents this festive season.

     

    Said Ayush Agrawal and Tapan Mishra, Co-Founders, Seniority: “Stressful lifestyle and demanding work schedules leave little scope for youngsters to spend enough time with their parents and loved ones. This brand film, in collaboration with Dozee, is a gentle reminder for them to take #ParentalLeave this festive season and bring a smile on their faces. With this campaign, we want to assure our customers that Seniority will always be a click away to take care of the medical and lifestyle needs of their ageing parents and grandparents.”

     

    Added Pritish Gupta, COO & CBO at Dozee: “Most of us live away from our parents and even though we are constantly concerned about their well-being, it is very difficult to actually know how they really are! That was our inspiration of building Dozee – how can we simplify healthcare to a level where elders don’t have to do anything at all but sleep, while kids get daily updates on their app. We partnered with Seniority, one of the torchbearers in the eldercare space, to bring this message across to millennials that taking care of your parents is actually not that difficult anymore.”

     

    Said Seniority’s creative agency Ice Media Lab founders Debojit Saha and Ambarish Majumdar: “The idea #ParentalLeave is extremely personal, our superhero parents rarely talk about their health unless it’s critical. We wanted to tell a story common to every millennial who wants to be assured of their parents’ health before a catastrophe happens. This is an ode to our superhero parents.”

     

     

  • Reach out to your loved ones with a personalised greeting and make every wish feel special, urges Vodafone

    Vodafone urges #YourWordsNotForwards this Diwali

    By A Correspondent

     

    With Diwali round the corner, Vodafone has launched a campaign encouraging people to share #YourWordsNotForwards this Diwali with a personalised greeting to their loved ones.

     

    Commenting on the campaign, Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea Limited, said: “In today’s automated world, relationships have moved from being warm and personal to being distant and impersonal. As a brand that believes in genuine conversations, we want to remind our consumers the importance of personal messages and calls and the love and warmth it conveys. Through this #YourWordsNotForwards campaign, we are encouraging everyone to take out time to wish their loved ones with a personal touch and send original greetings instead of forwards. We hope that people will take a lead and connect this Diwali in the real sense.”

     

    Added Kiran Antony, Chief Creative Officer, Ogilvy South and Team Vodafone, Ogilvy: “Wishing over a period of time has become impersonal. We are all guilty of it. What started off as calls to friends and family, came down to messages and is now only about forwarding wishes created by someone else. We wanted consumers to realise that every wish can also have a personal touch added to it. A sweet visual for this was to get a grandmother to make an effort while wishing her grandson and reminding everyone to share #YourWordsNotForwards.”

     

     

  • Nivea highlights the essential need for skincare especially during the festive season

    With winter setting in, Nivea’s ad for new hand cream

    By A Correspondent

     

    With the festival of lights around the corner, skincare brand Nivea has launched its first ever hand cream range in India with a new digital film called ‘Busy Hands’ focusing on the importance of hand care this Diwali.

     

    Speaking on the new campaign, Sachin Killawala, Director – Marketing, Nivea India said: “Our hands are how we interact with the world around us. They are exposed to more sun, weather, rough surfaces and other harsh cleansing products than any other part of our body. We also express ourselves the most with our hands and yet we tend to neglect them. As we move into the time of festivities with an abundance of planning and bonding with family and friends, the hands are the most exposed yet, not cared for part of the body. With this, NIVEA, as a complete skincare brand, is enabling consumers to take care of the most important part of our body during the most important festival of our lives.”

     

    Added Robby Mathew, National Creative Director – Interface Communications: “Our attempt with the NIVEA Hand Cream film was not to celebrate the festivals, but to celebrate the hands that are so busy making those festivals special. Since we were launching the hand cream category in India, we wanted to create something that was visually stark and stood out from a sea of other festive ads. The treatment of super-slow motion shots of the hands juxtaposed against quick, high energy festive shots give the film a fresh energy and make it an interesting watch.”

     

     

  • Encourages GenNext to take on the #DefyGravityChallenge as part of the campaign

    Mochi says awesomeness is contagious, via new ad campaign

    By A Correspondent

     

    Mochi has launched its latest brand campaign, ‘Awesomeness is Contagious’ that promotes its latest AW collection. The campaign brings out the youthful, fun and eccentric side of the millennials and is an extension to Mochi’s philosophy of #StayAwesome.

     

    Speaking about the campaign, Alisha Malik, VP – Marketing and Ecommerce Mochi, said: “In the fast-paced digital world, where the youth of today consume a lot of content online, it’s only natural for brands to catch their attention on the web. Mochi’s latest campaign dictates style, quirkiness, and flamboyance by catching the pulse of the next-gen through the core thought ‘Awesome is contagious’ that resonates with them closely.”

     

    The campaign has been conceptualised and executed by Makani Creatives.