MxMIndia

Category: PRODUCTS

  • It also earmarks the launch of Nexus Malls’ ‘Asli Happyness Wala Sale’ across all its nine assets

    Ayushmann promotes ad for Nexus Malls

    By A Correspondent

     

    Actor Ayushmann Khurrana, brand ambassador of Nexus Malls, has launched his second ad campaign for the mall management company with the tagline ‘Shopping to sirf bahana hai, apno ko saath lana hai. It also earmarks the launch of Nexus Malls’ ‘Asli Happyness Wala Sale’ across all its nine assets.

     

    Said Nishank Joshi, Chief Marketing Officer, Nexus Malls: “As they say ‘Family is a gift that lasts forever’ and what could be a more opportune time than Christmas to celebrate this gift. At Nexus Malls, we have always believed that the true spirit of festivities lies in celebrating it together with your family & friends and through our latest ad campaign we aim to convey the same message amongst our patrons. During this period, across all our malls, we will create multiple engagement initiatives with family bonding at its core. We would like to urge all our patrons to visit our malls and indulge in the festive frenzy.”

     

    Ogilvy Mumbai is the creative agency, and Chrome Pictures was the production house for the ad.

     

     

  • The ingenious campaign has made heads turn across the country in a visually disruptive way

    Milestone Brandcom launches outdoor campaign for DSP MF

    By A Correspondent

     

    DSP Mutual Fund along with Milestone Brandcom has unveiled an outdoor campaign to build awareness on ‘Dynamic Asset Allocation Funds’ (DAAFs) category.

     

    Said Aditi Kothari Desai, Director & Head-Sales and Marketing, DSP Investment Managers: “The idea behind this campaign is to grab attention and build awareness for Dynamic Asset Allocation Funds across potential cities/towns for mutual fund investments all over India. As a brand, our endeavour is to create stand-out marketing campaigns and our aim is to make finance fun along with being bold and having a creative approach. Perhaps we are the first Indian brand (across industries, and not just financial) to take this bold step of keeping the main headline ‘Markets Fluctuate’ written upside down. Our main aim is to communicate the truth behind the markets, in a memorable and attractive way. This creative device very quickly communicates that anything can turn upside down and one should be prepared.”

     

    Added Nabendu Bhattacharyya, CEO & MD, Milestone Brandcom: “The sole purpose of advertising is to create disruption and deliver the brand message in a simple yet effective way. Most people are alien to the world of mutual funds, and hence shy away from investing. The idea of writing the headline upside down is big and bold, and I’m sure it would help communicate the brand message in a memorable way.”

     

     

  • Makani will be responsible for creatives across print and digital channels along with a 360 degree digital outreach

    Makani Creatives unveils ad campaign for ‘Range De’

    By A Correspondent

     

    Netsurf along with Makani Creatives has launched its homegrown, natural cosmetic brand ‘Rang De’. Under the partnership, Makani will be responsible for creatives across print and digital channels along with a 360 degree digital outreach.

     

    Commenting on the film, Sujit Jain, CEO & Managing Director, Netsurf Communications Pvt. Ltd said: “The primary objective was to position Rang Dé as a contemporary, young, vibrant and exotically Indian brand. To create a fun, unconventional make-up routine that resonates with the women of today. And the result, well, we couldn’t ask for more. We were really excited to her the concept. The entire collaboration – Choreographers, Uma-Gaiti and Makani Creatives Pvt. Ltd. – really helped us achieve more than what we expected out of the film. It was just seamless, something that we were very sure about. Given the fact that we were working alongside two of the best names in their respective fields, the entire experience was incredible.”

     

    Added Sameer Makani, Co-Founder and Managing Director, Makani Creatives: “Over the past two decades, we’ve worked with some of best brands in the fashion and lifestyle space. Our deep understanding of the industry and the ability to deliver ‘the difference’ has helped us and our brands to stand out in this heavily contested arena. The latest example of which, is evident in the Rang Dé campaign.”

     

     

  • The campaign will go live across digital platforms and aims to target young consumers

    Alia Bhat reaches out to millennials in new Fujifilm ad

    By A Correspondent

     

    Fujifilm India launched its second digital campaign with Alia Bhatt, the brand ambassador of the Instax range of cameras. The film is part of the campaign targeting millennials looking to capture their perfect moments on Instax camera.

     

    Commenting on the campaign, Haruto Iwata, Managing Director, Fujifilm India said: “We are happy to launch ‘Real Masti Real Print’ campaign with Alia Bhat. The campaign reflects, how anyone can capture and save perfect moment on Instax camera. We are thrilled to have Alia as face for the Instax range of cameras. She is a Bollywood icon and popular amongst millennials for her great acting skills and charm which perfectly blends with our brand. Her playful attitude in the film organically embodies with what Fujifilm Instax is all about – young, fun and ‘kawaii’ (cute in Japanese). With this film, we look forward to doubling our sales and scaling newer heights in the imaging space.”

     

     

  • The business was won in a tightly-contested multi-agency pitch

    Performics India wins the digital duties of GoAir

    By A Correspondent

     

    Performics India has won the integrated digital media mandate for GoAir. The mandate includes performance media, SEO and analytics.

     

    Said Shabnam Syed, Vice-President & Head of Marketing and E-Commerce at GoAir: “We were looking for a partner who would understand the complexity and challenges of our business and would accordingly customize processes. We are in a phase of rapid expansion and growth hence needed our partner to have varied skillsets and be extremely agile to deliver real business impact. Our partnership with Performics India is aimed at driving efficiencies across paid as well as owned digital media and we look forward to growing together to new heights while driving effective business outcomes.”

     

    Added Suchit Sikaria, Managing Partner, Performics India: “We are thrilled to be appointed as GoAir’s digital partner. It is a very prestigious win for us. We are confident that our data-driven approach and integrated expertise across Paid Media, SEO & Analytics will add immediate value to the account. We aim to bring in greater automation to leverage actual business trends & insights for near real-time decision making, campaign management and personalization.”

     

     

  • Publicis Media has created a bespoke platform – ‘Team Hero MotoCorp’ (Team HMC) – that will be in charge of the account and will harness talent from across the organization, both for the mainline and new-age mediums

    Publicis Media bags Hero MotoCorp mandate

    By A Correspondent

     

    Two-wheeler major Hero MotoCorp has appointed Publicis Media as its media agency for both traditional and digital media duties.

     

    Publicis Media has created a bespoke platform – ‘Team Hero MotoCorp’ (Team HMC) – that will be in charge of the account and will harness talent from across the organization, both for the mainline and new-age mediums.

     

    Said Gurinder Singh Sandhu, Head of Marketing, Hero MotoCorp: “Publicis Media was selected after a very thorough and competitive pitch process with strong presentations from several agencies. We are excited about this new partnership and the potential of ‘Team HMC’ in helping us drive even stronger consumer connect and grow brand impact.”

     

    Added Tanmay Mohanty, CEO of Zenith India and the executive sponsor on Team HMC: “Hero MotoCorp is one of the most prestigious accounts in terms of both scale and complexity. We are excited to partner Hero MotoCorp in their marketing journey where data and tech will complement the strong strategy, planning, buying and content verticals to further strengthen the Integrated Marketing play. ‘Team HMC’ will mobilise the most apt talent and capabilities from across Publicis Media globally, for this partnership. We look forward to delivering strong business outcomes for them and unlocking new consumer connections across social, digital and traditional mediums.”

     

     

  • It is conceptualised and executed by Viscomm 360 Communications, ICICI Lombard’s creative agency

    ICICI Lombard urges people not to drive down the wrong lane

    By A Correspondent

     

    ICICI Lombard has unveiled a digital campaign highlighting the dangers of driving under the influence of alcohol. It conveys this message in a powerful way through the acts and innocent comment of a child as protagonist in the communication. Conceptualised and executed by Viscomm 360 Communications, ICICI Lombard’s creative agency, the video is being promoted across ICICI Lombard’ss social media assets and digital platforms.

     

    Said Sanjeev Mantri, Executive Director, ICICI Lombard: “At ICICI Lombard, we believe it is extremely important to alert consumers on the risks associated with drunk driving, which has historically seen a surge during New Year’s Eve. Our latest campaign, focused on this aspect, harnesses a critical insight about children. They are deeply influenced by our action and way of thinking and in fact mirror our acts in their daily life. Our latest campaign harnesses this insight to convey the ‘Don’t drink and drive’ message in an emotional, yet hard hitting manner. As a brand, we are committed to contributing to the road safety agenda through such campaigns as well as our CSR initiative ‘Ride To Safety’ wherein we have distributed over 75,000 helmets to two-wheeler owning parents and their children riding as pillion riders.”

     

    Added Devashree Desai, Associate Creative Director, Viscomm 360: “Our film attempts to raise awareness on the subject of ‘Drinking and Driving’ in a more subtle yet striking manner. The team took a creative leap from the obvious by reflecting the impact of our actions on the impressionable minds of our children. Our aim was to strike an emotional chord with the TG in a more realistic and holistic manner.”

     

     

  • The festive campaign is titled #CelebrateWithHyatt

    Minimalist launches celebratory campaign for Hyatt

    By A Correspondent

     

    The campaign #CelebrateWithHyatt seeks to give a wholesome Hyatt touch to patrons celebrating their travel with Hyatt properties

     

    Creative agency Minimalist was retained by Hyatt to produce a festive campaign titled #CelebrateWithHyatt.

     

    Said Gaurav Kulshreshtha, Director of Digital from the Hyatt group: “The campaign is a huge milestone in terms of offering a Hyatt experience to all our patrons and travellers who holiday with such style and aplomb. We are very positive and excited about our collaboration with The Minimalist and look forward to a meaningful and impactful creative result.”

     

    Chirag Gander

    Commenting on the campaign, Chirag Gander, Co-Founder and Director, The Minimalist added: “We at the Minimalist are very thrilled with this association with the Hyatt chain of hotels, which is one of the best places endorsed by travel patrons. With modern day travel evolving from mere destination-hopping to creating experiences and making memories, #CelebrateWithHyatt is a very heart-warming campaign to bring out the best of all travel experiences.”

     

     

  • Mullen Lintas has created the first film focused on two North-India markets

    Mullen Lintas unveils hyper-local campaign for Tata Tea Premium

    By A Correspondent

     

    Tata Tea Premium has recently launched region-specific ads created by Mullen Lintas.

     

    Puneet Das, Vice President Marketing, India, Tata Global Beverages talking about the campaign said, “Tata Tea Premium has broken new ground where thoughts, new propositions are concerned. The strategy on Tata Tea Premium is to go hyperlocal and shift the needle from not just celebrating ‘India Pride’ but to also evoking regional pride. While most national brands only talk about ‘connecting at a local level’, we have taken a truly hyperlocal approach across all our marketing mix elements – whether it’s packaging, communication or the choice of communication medium. To complement the regional taste expertise, which has been the DNA of the brand, Tata Tea Premium has launched a new & distinct packaging for key regions (like UP and Delhi) which captures the elements of pride for each region. We have developed a State wise communication based on local/regional-level insight; and used hyper local media choices to effectively target the region.”

     

    Commenting on the latest campaign, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group added: “To pay tribute to the widespread love for Premium, Tata Tea took a slightly different route than what most big brands would have chosen. Instead of doing a one-size-fits-all brand campaign, Premium is going local, identifying the local insights of its markets and paying rich compliments to the character and personality of the locals. This work also cleverly uses the existing strength of Premium, which is understanding regional consumer preferences and curating blends to cater to those preferences. The creative is nuanced to deliver how the people of the region are stereotyped and then gently pries away the layer of that lens and sees the people for who they are. After all a brand that’s loved by people should know them deeply, right? Know both their idiosyncrasies and their most lovable traits. I think while attempting this we have also ended up with one of the most unique hyper-local campaign this country has ever seen, and it’s still early days!”

     

     

  • The campaign seeks to garner the attention of millennials through four targeted ads

    Guesture unveils inaugural ad campaign targeting millennials

    By A Correspondent

     

    Guesture, the Bengaluru-based co-living space provider, has launched its brand campaign aimed at young adults who have difficulty in finding shared accommodation.

     

    Said Pramod Kumar, Director of Guesture: “We understand the issues faced by young adults while finding the right accommodation which is near their place of work is tiring process. This is why we are operating micro markets like Electronic City where the demand for co-living spaces is seeing an upsurge. Our efforts towards providing security and convenience to our residents are our top priority. The advertisements are very relatable and show the real life scenarios young adults go through. They make a lot of adjustments and sacrifice when it comes to accommodation but, now we plan to tackle that by these advertisements. We are constantly working towards simplifying the process by our differentiated offerings.”

     

    Added Mark Lazaro, Chief Innovation Officer, Lazaro Advertising: “The brief in a line was to address the concerns of individuals looking to rent a home in and around Electronic City, Bengaluru. At Lazaro we like to go in-depth and analyze how to further break down complex problems that individuals or organisations are looking to tackle. We conducted many street surveys in Bengaluru to better understand the housing issues Guesture is actively solving in the area. The use of design thinking, with an underlying element of humour, coupled with the insights from the street surveys allowed us to create the campaign series that not only appealed to individuals living in and around the area, capturing the everyday life of individuals and the things that make it easier, but has also started creating an impact nationally.”

     

     

  • The account was won following a multi-agency pitch

    Gemius Design Studio wins digital & creative mandate for Prag & Co

    By A Correspondent

     

    Marketing and branding agency Gemius Design Studio has bagged the creative digital mandate for women’s innerwear brand Prag & Co. The account was won following a multi-agency pitch.

     

    Said Anushree Pacheriwal, Co-founder, Gemius Design Studio: “We are very excited to have Prag &Co. in our client roster. The brand’s objective is to deliver comfort, support and quality in the lives of women through their wide product range and we see the digital medium as a huge enabler that can help them to achieve this. Keeping in mind business goals and equipped with strategic decisions, we aim towards profitable sales growth and increasing brand value. We are keen to be a part of their growth journey and hope to live up to their expectations.”

     

    Added Priya Santoki, Co-founder, Prag & Co: “Comfort, quality and confidence are at the core of the Prag & Co’s DNA. In this day and age, we believe that our brand’s strategy, marketing and digital efforts need to have a common vision and voice. We were impressed with the comprehensive approach by Gemius Design Studio and feel that this association would be a good fit. We are delighted to choose them as our digital and creative partners.”

     

  • Aims to create meaningful content to inspire audiences to plan their finances for achieving personal goals

    HDFC Life launches Season 2 of ‘Behind the Journey’

    By A Correspondent

     

    HDFC Life has announced the launch of the second season of its digital campaign ‘Behind the Journey’, in partnership with artist and event management major Only Much Louder (OML).

     

    Said Vishal Subharwal, EVP-Ecommerce & Digital Marketing: “With Season 2 of ‘Behind the Journey’, we continue our endeavour of bringing about a shift in the mindset of the audience towards long term savings and investment products offered along with life insurance.  We have partnered with popular role-models who talk about their own financial struggles and how they have achieved financial freedom through grit and discipline. We believe these stories will resonate well with the audience and help them overcome barriers towards goal-based and disciplined investments as a vehicle for achieving financial independence.”

     

    Added Gunjan Arya, CEO, OML: “Social media has created an unrealistic standard for our generation. However great a job someone is doing, they probably still pick and choose what to present online. We are now striving to live a picture perfect life, which of course, does not exist. This is a basic insight that HDFC Life connected with – and so did the fans that came to know the sacrifices and struggles of their favourite artists, who otherwise are associated with glamour and fame. The series highlights the importance financial planning in any career and the lessons therein for all of us. The success of the first season of ‘Behind the Journey’ for HDFC Life gave us the opportunity to showcase bigger artists across domains and disciplines in its sophomore year, and we’re looking forward to taking the association further for fans and consumers alike.”