MxMIndia

Category: PRODUCTS

  • His first ever composition for a corporate in 40 years

    Ilaiyaraaja composes first corporate anthem for HCCB

    By A Correspondent

     

    Noted music composer Ilaiyaraaja, has composed his first ever music anthem for a corporate brand – Hindustan Coca-Cola Beverages.

     

    Said Kamlesh Sharma, Chief Communication Officer at Hindustan Coca-Cola Beverages (HCCB): “It has taken Dr. Ilaiyaraaja 40 years to find time and compose music for a corporate and we are just blessed that he did it for us. HCCB is a pan Indian company, one of the largest FMCG companies in India, whose operations span from Kutch to Kohima and Kashmir to Kanyakumari. We needed a composition that would denote the vastness of our operation but also the simplicity of our business and the purity in our values.”

     

    Added Prathap Suthan, Chief Creative Officer at BangInTheMiddle, who conceived the brief for the maestro: “To me, HCCB is a river that flows through India with enough and more tributaries – these tributaries being the various products that HCCB manufactures. And much as India has been interacting and continues to interact and prosper along the shores of rivers, is how local communities and the larger nation interacts with and inspires HCCB. When you listen to the track that Ilaiyaraaja has composed, there is a certain flow to the tune. It feels like a river that meanders and cascades through with various layers. The entire tune is very smooth, there are no hard edges. It’s undoubtedly a masterpiece.”

     

     

  • It is good for investors to adjust one’s perspective and stay balanced to deal with volatility

    DSP Mutual Fund unveils outdoor campaign to build category awareness

    By A Correspondent

     

    DSP Mutual Fund has unveiled an outdoor campaign to build awareness and education on the Dynamic Asset Allocation Funds category. The campaign uses a creative with an upside down headline to drive home the market reality: ups, downs and fluctuations are a way of life at the stock market. Given these fluctuations won’t go away, it is a good idea for investors to adjust one’s perspective and stay balanced to deal with volatility.

     

    Said Aditi Kothari Desai, Director & Head – Sales and Marketing, DSP Investment Managers: “Our endeavour to create stand-out marketing pieces continues with this outdoor awareness campaign, following on to our Dancing Uncle DAAFs video campaign, that went viral earlier. The idea behind this campaign is to grab attention and build awareness about this product category while contextualising it to the truth behind the markets in a simple, memorable, visual manner. We genuinely believe DAAFs are a worthy addition to investors’ portfolios and our advisors’ recommendation lists at all times – given that markets always operate in cycles: with constant ups/downs/fluctuations. We’re expecting that this creative and media strategy will give rise to curiosity and conversations on DAAFs.”

     

    Added Atul Bhole, Fund Manager- Equities, DSP Investment Managers: “Investors wanting to invest in markets through mutual funds for the first time tend to have fairly low risk appetite – they get stressed with short term fluctuations in their portfolios. For such investors, DAAFs could be a worthy addition to their portfolio. They help in providing the benefit of market upsides while also seeking to limit the downside risk as and when the markets move up or down. DAAFs can also help experienced investors who are worried about volatility and therefore can form a core part of their portfolio.”

     

     

  • The mandate will be handled by the Leo Burnett Gurugram office

    Leo Burnett India to handle creative mandate for Jaquar Artize

    By A Correspondent

     

    Jaquar Group has appointed Leo Burnett India to handle the creative mandate for Artize, the luxury bath brand from its stable. The mandate will be handled by the Leo Burnett Gurugram office.

     

    Said Ranbir Mehra – Director, Jaquar Group: “Artize, the luxury bath brand from Jaquar Group is witnessing a metamorphosis. As a team, we are all set to take this brand to the next level of consumer experience. I am very happy to have Leo Burnett as our communication partner in this journey,”

     

    Added Sandeep Shukla – Global Marcom Head, Jaquar Group: “Advertising agency is a crucial link between company and customer. We are glad to have Leo Burnett on board as our communication partner for brand Artize. I am sure industry is all set to see some superlative and out of the box brand ideas for the bathroom industry.”

     

    Said Samir Gangahar, President – North, Leo Burnett: “It is special to partner a home grown legacy brand that has made very strong inroads in the premium and luxury segment. We look forward to working with the team to build on the success of Artize and take it to the next level of growth.”

     

     

  • It advises users to nip dandruff problem in the bud, instead of adopting temporary hacks

    Himalaya reveals ‘perfect’ way to get rid of dandruff

    By A Correspondent

     

    The latest campaign for Himalaya anti-dandruff shampoo, conceived by 82.5 Communications, advices users to nip dandruff problem in the bud, instead of adopting temporary hacks.

     

    Said Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications: “Himalaya’s products are always effective, but sometimes one needs a unique creative approach to make the consumer aware of why it is so. Personifying dandruff is the creative approach we have used for this campaign. With wit and charm, this device effectively drives home the message of effectiveness.”

     

    Added Anuraag Khandelwal, Executive Creative Director and Creative Head, Mumbai, 82.5 Communications Pvt Ltd: “The shampoo category has been bubbling away with ads that all follow a fairly defined set of category codes. We wanted to push the envelope and create something effective and relevant, while being memorable at the same time. An idea that can simply extend across various media and social platforms.”

     

     

  • Celebs Sarath Kumar, Prasanna, Devadharshini and Abirami feature in this new crafty take on trendy phrase “Chance ey’Illa, Chance Irukku”

    Casagrand leans on celeb power to endorse offering

    By A Correspondent

     

    Casagrand Builders, the real estate developer of south India, has launched its TVC titled ‘Chance Irukku’ to launch Casagrand Royale, a premium community project at Sholinganallur. In a first for the real estate segment, the TVC features four celebrities – Sarath Kumar, Prasanna, Devadharshini and Abirami, who highlight key features of the project that meet the dream requirements of home buyers.

     

    Elaborating the new campaign, Eshwar N, Executive Vice-President – Marketing said: “Casagrand Royale is a unique property designed as a kid-friendly apartment. As this is a first of its kind in the region, we wanted to showcase the theme exclusively, while also focusing on our core strengths of superior quality, best-in-class amenities and unbeatable price and location. We accomplished this subtly through a multi-star cast TVC shot in Tamil, which spoke to the customer in a quirky, light-hearted banter that was easy to recall. This is the first time a real estate firm has engaged a multi-star cast for a property ad in the sector. The TVC has been well received as each of these celebrities connect well with the general public.”

     

     

  • DDB Mudra is the creative agency while DDB Mudramax handles media

    PNB Housing creates awareness around its FD schemes in latest campaign

    By A Correspondent

     

    PNB Housing Finance Limited has launched a new multi-media, multi-city brand campaign to create an awareness about benefits of its Fixed Deposit schemes with offers on rates of interest backed with differentiated product features which may appeal to people of different ages, including senior citizens and parents of young children. DDB Mudra is the creative agency while DDB Mudramax handles media.

     

    Speaking about the campaign, Shaji Varghese, Executive Director, Business Development, said: “We believe FDs should be an important component of the investment portfolio of an individual. The Rs. 20,000 crore fixed deposit programme of the company has a credit rating of CRISIL FAAA/Negative and the Rs. 18,500 crore fixed deposit programme with a tenor of 12 months to 120 months has a credit rating of CARE AA+/Stable. FDs by our company are offered at varied rates of interest, customized product features coupled with a customer centric delivery model that comprises of both physical branch network and technology enabled non-branch platforms such as website, mobile app etc. with self-servicing capabilities. We encourage customers to choose fixed deposits as an option which we believe may facilitate control over returns and may help them save for future.”

     

     

  • In a bid to celebrate the Tamil pride, not only about the language but as a way of life, Tata Tea Chakra Gold has unveiled a TN-exclusive campaign, conceived by Mullen Lintas

    Tata Tea Chakra Gold celebrates Tamil culture in latest ad film

    By A Correspondent

     

    Tata Tea has unveiled a new Chakra Gold campaign for Tamil Nadu which has been conceptualised by Mullen Lintas.

     

    Commenting on the campaign, Puneet Das, Vice President-India, Tata Global Beverages said: “Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life. Its new campaign is about evoking regional pride of Tamil Nadu that is rooted in understanding the importance of discipline and processes in the life of a Tamilian. Similarly, Tata Tea Chakra Gold made from a rigorous process enables consumers to make the perfect cup of tea”.

     

    Highlighting the insight behind this campaign, Chief Creative Officers at Mullen Lintas, Garima Khandelwal and Azazul Haque, added: “Regional insight and truth of inherent everyday behaviour that evokes pride and empathy as a reason to consume Tata Tea Chakra Gold. It positions the brand as a ‘go to’ tea by keeping the consumer at the center using the analogy of the process followed for making it. Similar to the people of Tamil Nadu who drink it, making it the ‘tea of the state’. Simply and beautifully told through the voice and visual grammar that is natively Tamil Nadu.”

     

     

  • Partners with TikTok for a Hashtag Challenge resulting in more than 2.8 billion views

    Hair & Care celebrates the joy of open hair with #KhuleBaalBefikar

    By A Correspondent

     

    Marico Hair & Care launched a new campaign titled #KhuleBaalBefikar that celebrates the joy of open hair. A key element of this campaign was the TikTok challenge that went live on November 23.

     

    Speaking about the campaign, Koshy George, Chief Marketing Officer – Marico Limited, said: “At Marico, our priority is to understand consumer mindset and accordingly develop an insight-driven campaign. Hair & Care is a young, fun brand for audiences who like to enjoy every moment in their lives fully. These consumers are always looking for entertaining content on the new-age social media platforms and are willing to adopt new trends. Our media mix was hence devised scientifically keeping in mind newer formats that would gain engagement from our core consumers. TikTok is one such platform that has helped us drive our brand narrative – #KhuleBaalBefikar in a fun, engaging, short-video format.”

     

    The film was conceptualised and shot by BBH India with Chrome Pictures and is currently on air in Hindi speaking markets. Commenting on the campaign, Subhash Kamath, CEO & Managing Partner, BBH India, said: “Hair & Care has always been an exciting brand for us. It is young and fresh and demands a very different approach from regular hair oil advertising. The brief was simple and clear and we had fun creating this campaign. The promise of ‘Khule Baal Befikar’ isn’t just a functional promise. It symbolises the sense of freedom and expression of our youth audience. So it was important to make it fun and entertaining, and the creative delivered beautifully on that promise.”

     

     

  • It also allows users to encourage one another’s singing and musical prowess

    Taproot Dentsu launches new campaign for StarMaker

    By A Correspondent

     

    Taproot Dentsu has launched a new campaign for the music networking app, StarMaker.

     

    Speaking about the campaign, Aviva Walsh, Marketing Vice President, StarMaker Interactive said: “StarMaker has managed to reach millions of young hearts in India who love to sing. Yet, there were certain local inhibitions that did not allow everyone to sing out loud…just yet. Taproot Dentsu conjured up this great idea urging the commoners to break all barriers and just sing for the love of it. The Karaoke culture is set to boom in India and we thank Taproot Dentsu to stand true to our expectations in making this happen.”

     

    Added Pallavi Chakravarti, ECD, Taproot Dentsu: “Singing is in every Indian’s DNA, but for a large part of the population so is stage fright. Bathroom singing is all well and good. However, when it comes to public performance, people back off. StarMaker is here to turn things around and make sure that everyone has the confidence to sing out loud and more importantly, sing to the best of their potential.”

     

  • Flexible borrowing made simple by the all-new Bajaj Finserv Flexi Personal Loan game

    Bajaj Finserv launches #LoanFlexibleHai campaign

    By A Correspondent

     

    Bajaj Finance Limited has unveiled its latest #LoanFlexibleHai campaign. Highlighting the Flexi Personal Loan offering, the campaign allows consumers to learn more about this industry-first offering by playing an interactive game.

     

    Notes a communique: “Through the campaign’s 15-day window, from December 1- 16, 2019 Bajaj Finance Limited aims to provide customers with an interactive medium that helps showcase visually, how a single, flexible loan can be of assistance during various life stages.”

     

     

  • An alumnus of the Delhi College of Engineering and Indian Institute of Management – Lucknow

    Hyundai appoints Tarun Garg as Director – Sales, Mktg & Service

    By A Correspondent

     

    Hyundai Motor India has announced the appointment of Tarun Garg as Director – Sales, Marketing & Service, Hyundai Motor India Ltd.

     

    Notes a communique: “An alumnus of the Delhi College of Engineering and Indian Institute of Management, Lucknow, Garg has served as Executive Director – Marketing, Parts & Logistics at Maruti Suzuki India Limited.”

     

     

  • The ad campaign comprises a series of three films that has been conceptualised and executed by Publicis Beehive

    Ayushmann Khurrana promotes Balaji Wafers in new ad

    By A Correspondent

     

    Balaji Wafers has rolled out its latest brand campaign that stars actor Ayushmann Khurrana. The integrated ad campaign will see Ayushmann promoting the core proposition of Balaji Wafers “Kam Hawa, Wafers Zyaada and flavours wah wah”.

     

    The ad campaign comprises a series of three films that has been conceptualised and executed by Publicis Beehive and have been shot by production house, Prodigious. Meanwhile, Publicis Entertainment, the branded content and entertainment marketing arm of Publicis Groupe has been responsible for getting Ayushmann Khurrana on board as the brand ambassador.

     

    Commenting on the ad campaign, Shyam Virani, Director, Balaji Wafers said: “Publicis Beehive has come up with yet another brilliant idea and execution, to take Balaji Wafers’ promise of quality and quantity to the next level. Their recommendations have always been spot on and completely in sync with our growth plans. We are also very excited about the association with Ayushmann Khurana and admire his ability to connect with the masses that helps us achieve our brand promise of being a favourite snack of the country.”