MxMIndia

Category: PRODUCTS

  • The digital film has been shared across the brand's social media channels

    For ColorPlus, love comes in different shades

    By A Correspondent

     

    https://www.facebook.com/ColorPlus/videos/2782533428498056/

    ColorPlus has launched an ad film for Valentine’s Day that attempts to encapsulate the essence of true love.

     

    Said Sheetal Seth, Head of Marketing & Digital – ColorPlus:“With the widest range of colors to choose from at ColorPlus, we wanted to put forth our story in an engaging manner. Our insight – love has many colors, but knowing men are bad at expressing themselves we wanted to bring out this softer side in an engaging manner and no better occasion than Valentine’s Day.”

     

    Added Vivek Bhambhani, Group Creative Director, Grey India: “The colour of love isn’t just red as Valentine’s Day would like us to believe. Love has many shades. A relationship could be bright and cheery one minute, and feeling blue the next. So, we didn’t want to do a typical lovey-dovey film. We wanted to capture the other shades of love – like in the midst of a fight and how, in the end, true love triumphs. Now, the critical element to fixing any relationship issue is communication. And that’s what the little notes dropped in ColorPlus shirt pockets help achieve in this film.”

     

     

  • Highlights the product proposition of 15 per cent lower oil absorption

    Sonakshi Sinha relaunches NatureFresh oil via new ad

    By A Correspondent

     

    Cargill has announced the relaunch of its refined oil brand, NatureFresh® Acti-Lite. The brand has been relaunched with a new campaign that features celebrities Sonakshi Sinha and Neil Bhoopalam. With this re-launch, the brand intends to make a difference in the lives of its consumers by bringing to them, a product that delivers on the promise of lower oil absorption.

     

    Speaking on the launch, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Lighter food is the number one category driver for refined oils in India and our consumers are increasingly gravitating towards eating lesser oily food.  As a brand NatureFresh Acti Lite seeks to enable its consumers to pursue a healthier life with the benefit of 15% lower oil absorption. We are excited to release our new campaign featuring Sonakshi Sinha, whose appeal and popularity is high with our target group.”

     

    Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “Some ideas come from simple life observations. Just like the one we found for Nature Fresh, that tissues had an important place on every health-conscious person’s plate of fried food. Enter Nature Fresh Acti-Lite, and tissues can do what they were always meant to do, and not pull extra oil out of food. We feel this brings out the product’s uniqueness very well, aided by a well-crafted execution and some great performances from Neil and Sonakshi.”

     

     

  • The campaign will enable users to share their love-story to get featured on Humans of Bombay

    Makani campaign for Metro Shoes with Humans Of Bombay

    By A Correspondent

     

    Makani Creatives has launched #FoundMyPair, a campaign for Metro Shoes in association with Humans of Bombay. Metro Shoes is running a social media campaign promoting this campaign that began from February 9, 2020.

     

    Speaking about the campaign, Alisha Malik, VP Marketing and Ecommerce, Metro shoes said: “It is important to be open to experimenting with opportunities on different platforms. It is also important to keep listening to those that engage with your brands, #FoundMyPair is an opportunity engage better with the millennials and showcase stories of our real followers.”

     

    Added Sameer Makani, Co-Founder and Managing Director, Makani Creatives: “This association is the perfect fit as it talks about finding the right pair; a pun that fits perfectly for both shoes and love. Shoes are a crucial part of everyone’s journey. As one progresses in life, they evolve with them. We hope to strike the right cord with the audience on Valentine’s Day with this campaign.”

     

     

  • An integrated marketing account with DDB Mudra, 22feet Tribal WW and OMD Mudra Max

    DDB Mudra Group bags mandate for BharatBenz

    By A Correspondent

     

    BharatBenz, the domestic brand of Daimler India Commercial Vehicles (DICV), has selected DDB Mudra Group to be its integrated marketing and communication agency following a multi-agency pitch. The group will work on creative brand strategy, digital marketing and media buying and planning.

     

    Said Sujay Ghosh, Executive Vice President & Business Partner, DDB Mudra South: “BharatBenz is an iconic brand which is synonymous with technology and innovative products. We wanted BharatBenz’s consumers to have an emotional connect and to do that we immersed ourselves in the lives of truck drivers and fleet owners. Going beyond panel conversations and interviews, the team travelled to trucking hubs interviewing fleet owners and even sharing meals with drivers. These conversations informed our strategy and helped us visualize realistic, medium agnostic narratives. We look forward to creating path-breaking work that connects meaningfully with the audience and create more growth opportunities for the brand.”

     

    Added Rajaram Krishnamurthy, Vice President, Marketing & Sales – Daimler India Commercial Vehicles (DICV): “We wanted a strategic partner who can understand and resonate with the ethos of our brand. With DDB Mudra Group, we found a team that’s passionate, enthusiastic and ready to push the boundaries. We look forward to this great partnership taking the BharatBenz brand to the next level.”

     

     

  • The TVC weaves the role that is played by a mother in shaping the journey of every master chef

    Homefoodi promotes home chefs in latest ad film

    By A Correspondent

     

    Hoomfoodi, the mobile app for home food made by home chefs, recently launched its TVC as part of its new campaign – “Har master chef ek home chef se hi toh sikhta hai”.

     

    Commenting on the film, Co-founder and Director of Homefoodi, Dr Mona Dahiya said: “Home chefs have a long history of patronising age-old recipes and cuisines from generations. Most of these chefs have carried forward recipes passed to them by their mothers and grandmothers over the ages. These culinary entrepreneurs are enthusiastic and eager to not just cook but also share their creativity with individuals who aspire to be a master chef one day because ‘Har MasterChef ke pechey Ek Ma ka Haath Hota Hai’.”

     

    Added Abhishek Sharma, Head-Brand & Strategy, OTB Strategy, the makers of the TVC: “Our aim was to bring out a true and compelling story that everyone can relate to and really delighted that the TVC is a true endorsement for every home chef. Every successful chef humbly acknowledges that their initial training happened at their Home and the TVC establishes the fact that “Har MasterChef Ki Secret Recipe Uski Ma Ki Hi Hoti Hai”.

     

     

  • According to the report, women are taking the lead in gifting their partners

    Tonic Worldwide arm reveals actionable consumer insights for V-Day

    By A Correspondent

     

    Gipsi, the AI + HI division of Tonic Worldwide, has released a report highlighting actionable insights from the digital data universe basis a comparative trend over the last three years for Valentine’s Day.

     

    Key highlights from the report:

    According to the report, women are taking the lead in gifting their partners. Compared to 2018 where searches for ‘gifting for him’ were 50 per cent vs searches for ‘Gifting for her’, 2019 saw the search volumes grow to 55 per cent exceeding searches for ‘Gifting for her’ which dropped to 45 per cent. The growth continues this year. While brands have been targeting women for gifting men, we will see an increase in spends for targeting women.

    Searches for ‘Valentine’s Day ideas’ has declined by 21 per cent from 2017 to 2019. However, there was an increase of 26 per cent in Valentine’s day events from 2017 to 2019, whereas, Valentine travel and destination was buzzing with a 33 per cent rise in 2019 searches for travel offers and deals around the special day.

    There was also a 67 per cent rise in searches for eco-friendly gifting options from 2017 to 2019, which is expected to grow by 30 per cent this year. In social conversations love for each other is expressed through love for green.

    An increase in gay valentine searches by 29 per cent from 2017-2019 shows that there is high awareness around the LGBTQ community, and it is likely to be higher this year. There is a significant chatter around the LGBTQ proud and out expressing their wishes for the V-Day

    Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, said: “Brands are constantly struggling today on making actionable implications from data.. With our Valentine day snapshot, we attempt showcasing how simple data points can change perspectives and focus areas for brand, business and communication.”

    Added Anjali Malthankar, National Strategy Director, Tonic Worldwide: “Gipsi is agile and adapts to multiple data points. It identifies the under currents and also validates them through various data points. The biggest insight for 2020 Valentine for me is that Valentine is being used for larger purposes – Green, LGBTQ, spreading love to fight Social media’s toxic sentiment. This in my mind is a rise of Valentine’s day in our country where it was seen as a western concept and had become a target for political agendas.”

     

     

  • Syrups, spreads, milkshake and exotic dark confectionary also part of the mandate

    Lowe Lintas bags Hershey’s Kisses

    By A Correspondent

     

    Hershey India has awarded its creative duties to Lowe Lintas. Wunderman Thompson is the incumbent agency on the account.

     

    The scope primarily includes a large scale multimedia campaign launching Hershey’s Kisses in India

     

    Talking about getting Lowe Lintas on board, Sarosh Shetty, Marketing Director, Hershey India said: “The distinctive and engaging new communication campaign brings alive the unique proposition of Hershey’s Kisses. It celebrates the distinct shape of a delicious Hershey’s Kisses chocolate, each of which is specially wrapped to make your loved ones feel special. Sharing Hershey’s Kisses is a great way to express one’s affection for your loved ones. We are sure these delightful chocolate treats will spread happiness and smiles across millions of Indian homes. We are excited to bring Lowe Lintas on board as our creative agency for the Hershey’s brand. The Hershey’s brand in India had leading positions across multiple categories, and is known for being an international, indulgent, high-quality chocolate brand. We look forward to a successful association with Lowe to bring alive the communication strategy on this key strategic brand.”

     

    Added Virat Tandon, Group CEO, MullenLowe Lintas Group: “We are truly delighted to partner a prestigious global brand like Hershey’s. We look forward to working together with the brand team in making Hershey’s a household name in India. To this effect, Lowe Lintas developed an overall strategy and a creative idea that will help build affinity and preference for the brand Hershey’s as well unlock opportunity for every product in their portfolio.”

     

     

  • Akshay Kumar to bring his quirky magic to the world of Kurkure

    Kurkure signs Akshay Kumar as brand ambassador

    By A Correspondent

     

    https://www.instagram.com/p/B8kv0mthAXs/?utm_source=ig_web_button_share_sheet

    Kurkure has unveiled actor Akshay Kumar as its new brand ambassador. He will be seen donning a number of avatars as part of the new campaign that the brand has in the pipeline to celebrate the association.

     

    Speaking on the association, Dilen Gandhi, Sr Director and Category Head – Foods, PepsiCo India, said: “For over two decades, both Akshay and Kukure have entertained families across India and brought people together in an endearing as well as fun manner. We believe that Akshay Kumar personifies the brand tenets of Kurkure as both of them complement each other. By combining Kurkure’s chatpatapan with Akshay’s multi-faceted personality, we are confident to create a blockbuster association that will not only create non-stop humour but also deepen our engagement with the consumers.”

     

     

  • The agency will service the brand from its Gurugram office

    Isobar bags digital mandate for Max Bupa

    By A Correspondent

     

    Isobar has been appointed as the digital partner for Max Bupa Health Insurance. Isobar India won the account following a multi-agency pitch and will service the brand from its Gurugram office.

     

    Gopa Kumar

    Commenting on the win, Gopa Kumar, Chief Operating Officer, Isobar India said: “We are truly delighted to be working with Max Bupa. It’s a highly competitive category and since we are talking to a digital-first audience, we aim to do category-leading work through the creative use of digital. We are looking forward to this partnership to create a communication that drives the desired impact and achieves business outcomes for Max Bupa.”

     

    Speaking on the partnership, Anika Agarwal, Director & Marketing Head – Digital and Direct Sales, Max Bupa Health Insurance added: “We were looking for a creative partner who could help us break the monotony that plagues most of the messaging around the BFSI category. The idea was to work with a partner who could break down complex products for the consumer and help drive category education. With Isobar, we found a partner who brought in a fresh approach to the brand and were in sync with the roadmap for the brand. We are happy to work with a team that ideates with a digital-first approach and are confident that their creative nous will help us convey Max Bupa’s value proposition to the Indian consumer.”

     

     

  • The account will be handled by the Leo Burnett New Delhi team

    Leo Burnett India wins SpiceJet creative duties

    By A Correspondent

     

    SpiceJet has appointed Leo Burnett India as its creative agency following a multi-agency pitch. The account will be handled by the Leo Burnett team in Gurugram.

     

    Said Debojo Maharshi, Chief Marketing Officer, SpiceJet, on the appointment of Leo Burnett: “We are thrilled to welcome Leo Burnett onboard as part of our team. In today’s hyper-consumption age, it is critical that we partner with an agency which can not only think with speed and agility but create integrated solutions which will help us connect with our audience at multiple platforms and touchpoints. We are confident that Leo Burnett with its digital first, data led approach will be able to help us build a stronger brand narrative and engage with audiences across various mediums.”

     

    Dheeraj Sinha

    Added Dheeraj Sinha, Managing Director – India and Chief Strategy Officer – Leo Burnett, South Asia: “We are absolutely thrilled on our association with SpiceJet. It is one of the leading home-grown aviation brands and is growing at a phenomenal pace. An airline brand gets built at multiple touchpoints right from ticket bookings to check-ins to in-flight experiences. Our digital-first thinking and data driven approach will help the brand connect with the right audience and align with the brands business goals and strengthen the SpiceJet brand further.

     

  • India is a key priority market for Maxxis globally

    Maxxis Rubber appoints Bang in the Middle

    By A Correspondent

     

    Tyre major Maxxis has appointed Bang in the Middle as its integrated communication partner. India is a key priority market for Maxxis globally, we hear.

     

    Said Bing-Lin Wu, Marketing Head, Maxxis Tyres India: “India is a big opportunity and it opens a plethora of prospects for Maxxis and we are aggressively increasing our footprints here. We are committed to delivering to our customers in India world-class products and services that they expect and deserve. As we build our offerings in India and to further amplify our positioning in the Indian market, we have tasked ‘Bang in the Middle’ to drive preference for Maxxis Tyres.”

     

    Added Naresh Gupta, Managing Partner, Bang in the Middle: “Maxxis is a very challenging brief. There are established brands in market, who have long history and heritage. We will create campaigns that will make the consumers to prefer Maxxis Tyres. The work has already started.

     

     

  • Developed by BBDO India, the campaign is being promoted through TV, radio and digital media

    ‘Not working? Try networking’ says BBDO’s new campaign for Idea

    By A Correspondent

     

    Vodafone Idea may be in the news for various other reasons and as a company needs some fresh new ideas for survival, but its brand Idea is moving ahead with a high blitz campaign under the ‘What an idea’ theme to address the issues of unemployment and underemployment. Titled ‘Not working? Try Networking!’, the campaign – developed by BBDO India – showcases the myriad opportunities that internet throws open to people from different age groups and socio-economic backgrounds, across India.

     

    Said Suraja Kishore, CEO – BBDO India: “Brand Idea has been consistent in creating a distinct tone of voice in the category by inspiring imaginatively simple solutions to large complex problems, this campaign is topically relevant in amplifying how connectedness can unlock new possibilities for everyone.”