MxMIndia

Category: PRODUCTS

  • Narayan will lead the brand’s ongoing marketing efforts to build its connected ecosystem business in India

    OnePlus appoints Siddhant Narayan as marketing head

    By A Correspondent

     

    Siddhant Narayan

    OnePlus has announced the appointment of Siddhant Narayan as Head of Marketing for India. In his new role, Narayan will be responsible for elevating the brand’s position by spearheading the marketing strategy with the aim of establishing a deeper connection and increasing the brand salience with the Indian consumer.

     

    Notes a communique: “Narayan will lead the brand’s ongoing marketing efforts to build its connected ecosystem business in India. He will play a crucial role towards strengthening OnePlus’ brand positioning, media and creative strategies, along with its community culture and engagement.”

     

     

  • A reward for all journeys of life

    InterMiles rolls out ad campaign

    By A Correspondent

     

    InterMiles (eka Jet Privilege) has launched an integrated marketing campaign around the theme – A reward for all journeys of life.

     

    Zameer Kochar

    Speaking on the campaign and mobile app launch, Zameer Kochar, VP – Marketing & Member Engagement, InterMiles said: “InterMiles, the rewards and recognition currency, today is more experiential, more powerful and with the launch of our easy-to-use mobile app, even more easily accessible. Through our new brand campaign, we aim to educate and encourage everyone to earn InterMiles across multiple categories like flight and hotel bookings, dining, shopping and a lot more and then use their InterMiles for a reward of their choice. Our always-on customer-centric approach inspired us to have a Mobile-first approach, where customers can now plan and book for their travel while on the go using our mobile app further strengthening customer engagement as well as elevating the overall experience with the InterMiles brand.”

     

    Added Anurag Tandon, Managing Partner DDB Mudra West: “When we were first introduced to InterMiles, we saw an exciting new rewards platform that would be a game changer. By not restricting earning and redemption of miles to the flights category alone, InterMiles really has opened up a world of possibilities.”

     

     

  • The campaign in a light-hearted manner reiterates the brand’s core message of being the best refresher in summer

    Sprite campaign encourages youth to act against social stereotypes

    By A Correspondent

     

    Coca-Cola India has unveiled a new campaign ‘Garmi mein doubt hatao, Sprite uthao’ for its beverage, Sprite.

     

    Commenting on the new campaign, Shrenik Dasani, Vice President – Sparkling Category, Coca-Cola India and South West Asia, said: “Sprite has been known to be the best refresher in the Indian summer. With the launch of the new campaign ‘Garmi mein Doubt Hatao, Sprite Uthao’, we are excited to bring consumers our take on how to navigate a world filled with judgements & stereotype. The world is a tough place for today’s youth with people having different points of view on how they should act and behave. The campaign humorously reminds us that while life tries to confuse you, it is important to focus only on what really matters to you”

     

    Added Amarinder Bhutalia, Managing Partner, Ogilvy: “For the youth today, the world is more confusing with far more opinions than ever before.  With this campaign, our attempt is to remind them that everyday dilemmas shouldn’t distract them from keeping their eye on the ball. And this summer, they should focus on beating the heat with Sprite, the ultimate refresher.

     

     

  • The campaign also has creative activations across online and social media platforms

    Zomato asks users ‘Mat kar Ichha control, Zomato khol’

    By A Correspondent

     

    Depicting instances of cravings from everyday life, Zomato’s latest TVC ‘Mat kar Ichha control, Zomato khol’ urges users to take advantage of its app and fulfill the food cravings that they needn’t shut out.

     

    Said Sandeep Anand, Chief Marketing Officer, Food Delivery, Zomato: “Most customers feel an internal tussle when they crave to order outside food. This tussle is mostly around social conditioning where they feel that giving into their craving depicts a lack of self-control. Through this TVC, we attempt to encourage users to live larger than life and give into their cravings, guilt-free.”

     

     

  • With the aim to encourage people to understand the importance of to secure the happiness of their loved ones

    Aviva unveils ‘Hello, Life. Hello Aviva’ campaign

    By A Correspondent

     

    Aviva Life Insurance has launched a new brand campaign ‘Hello Life. Hello Aviva’.

     

    Said Anjali Malhotra Chief Customer, Marketing, Digital and IT Officer, Aviva Life Insurance: “Aviva India has always brought a fresh perspective towards life insurance. We believe that the idea of life insurance must resonate with positivity and confidence to help customers face life and its surprises with good, sound financial plans. Hello, Life. Hello, Aviva is our endeavor to trigger this important, but oft ignored thought among millennials. This campaign will help them recognize the significance of starting their financial journey at whatever stage of life they may be at, as they say Hello to Life and to Aviva.”

     

    The campaign has been conceptualized and created in partnership with Creativeland Asia, the on-record creative agency for Aviva India.

     

     

  • Launched in Bengaluru, Pune, Mumbai, and Chennai, Hyderabad, and Delhi-NCR, the latest cross-media ad campaign highlights that NoBroker is also a leader in buy/sell space and not just a rental platform

    NoBroker.com looks to bring more buyers on the platform

    By A Correspondent

     

    NoBroker.com has launched a multicity campaign to highlight its strength in buy/sell category after having established its leadership in the rental space.  Conceptualised and created by BlueBot films, the TVC breaks the perception that NoBroker is just a rental platform by positioning it as a first choice for buying a home.

     

    Commenting on the latest campaign, Saurabh Garg, co-founder and CBO of Nobroker.com said: “NoBroker helps save over INR 1200 crores in brokerage annually. It sells over 1500 properties a month. We are already leaders in rental category across cities where we are present. This campaign would position us as a leader in the buy/sell space as well.”

     

     

  • In partnership with Mirum India, Axis Mutual Fund unveiled its ELSS campaign for tax season

    Mirum India launches funny campaign for Axis MF tickles

    By A Correspondent

     

    Axis Mutual Fund has launched its ELSS-specific ad campaign titled #TaxFever.

    Said Naila Patel, Executive Creative Director, Mirum India, on the thought process behind the campaign: “Several reasons contributed to the choice of this parody angle. We wanted to push the envelope with this campaign and highlight the waiting game of tax savings by giving it a name. That’s where #TaxFever came from. Our audience for the campaign – individuals between the ages of 25 and 43 – are averse to preachy content. They respond well to communication that tickles their funny bone, is relatable, and most importantly, has a human element to it. And while tax and investing in ELSS remain the mundane reality of our lives, we needed comic relief to save the day. So, we went the parody way – why not leverage existing figures who are easily recognisable, have their individual quirks and well-known catchphrases? The core message of our campaign, #TaxFever Se Bacho, ELSS Mein Invest Karo, has a face – two faces, rather – that drives home the message in their individual, unique ways.”

     

    Added Boniface Noronha, Head – Marketing & Digital at Axis Mutual Fund: “We wanted to steer clear of drab, run-of-the-mill messaging around tax. Instead of saying ‘here’s a tax saving instrument to invest in’, we wanted to say ‘why don’t you start investing early every year so you don’t have to worry about last-minute tax-saving investments?’ And we wanted to do this in a fun and relatable way, which the films are able to do very well.”

     

     

  • The agency will work with Madhur Sugar to penetrate a category which is almost entirely unorganised

    Triton wins creative mandate for Madhur Sugar

    By A Correspondent

     

    Madhur Sugar has awarded its creative duties to Triton Communications.

     

    Virendra Saini

    Commenting on winning the business, Virendra Saini, Executive Director, Triton Communication said: “Winning this business is a very momentous thing for us as an agency. Sugar is a very low involvement product and consumers are generally unaware about the ill effects of consuming loose sugar. In such a scenario it is quite a challenge for a brand to penetrate the market, change habits and become a household name. Our key challenge will be to convert more and more households to move from loose sugar to Madhur Sugar. All our past experience in converting commodities like oil, atta, besan etc. to brands will be useful in meeting this challenge and we are quite looking forward to it.”

     

    Added Falgun Bhatt, Head, Marketing at Shree Renuka Sugars: “Brand Madhur is in a really sweet spot now. While it has been the undisputed no.1 sugar brand, it has further increased the lead with an over 27 per cent growth y-o-y. With Triton Communications, the builder of many iconic brands, coming on board as a brand partner, all the blocks are falling in place for a disruptive and transformative growth. We are very excited and looking forward to a great journey ahead.”

     

     

  • The ad features an inspirational video highlighting how all dreams can be made possible when you get encouragement from your family

    SBI Life ropes in ace athlete Dutee Chand

    By A Correspondent

     

    SBI Life recently launched its protection focused brand campaign showcasing the power of family support, which fuels one’s inner belief to rise and shine in life. Taking the thought forward, SBI Life roped in Indian sprinter and women’s 100m national champion Dutee Chand, to feature in an inspirational video highlighting how all dreams can be made possible when you get encouragement from your family.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “We at SBI Life, have always advocated the importance of protecting one’s family. In our cultural context, the institution of family has always stood as a bedrock of support. Through the inspirational story of Dutee Chand, we aim to put forth the spirit of happiness and fulfilment experienced by individuals when they have support of their family members. We are honored to have had the opportunity to present Dutee’s life journey and hope this inspires families across the country to encourage individuals to pursue their personal dreams and ambitions.”

     

     

  • iProspect India will offer its services to brand Kotak Life in search engine optimisation (SEO), search engine marketing (SEM), paid social, etc

    iProspect India to handle digital marketing for Kotak Life Insurance

    By A Correspondent

     

    iProspect India has bagged the digital marketing mandate for Kotak Mahindra Life Insurance (Kotak Life). Under this partnership, iProspect India will offer its services to brand Kotak Life in search engine optimisation (SEO), search engine marketing (SEM), paid social, affiliates and display facilities.

     

    Rubeena Singh

    Said Rubeena Singh, CEO, iProspect India: “We are delighted with this win. We will work towards providing unique and innovative digital marketing solutions and growth hacks to brand Kotak Life. Kotak Life Insurance is focused on acquiring customers digitally and now, as partners in their growth story, we look forward to scaling up the digital business of Kotak Life Insurance using our integrated, data-driven and tech-enabled approach.”

     

     

  • Sampling and sales campaign aimed to connect, interact with school children and make them experience the various exciting flavors of Laban jellies

    Brand Street executes experiential for Laban

    By A Correspondent

     

    Brand Street Integrated has executed an experiential campaign for ‘Laban Stretchy Man’, the new human-shaped, fruit-flavoured chews from Norwegian brand Orkla. The product has been localised by MTR Foods in India.

     

    Speaking about the campaign, Mayur Gurukkul, Business Head (South), Brand Street Integrated said: “We wanted this campaign to be delightful and exciting since the primary consumers are children. With this campaign we have been able to associate Laban stretchy jelly with an activity that immediately thrills and invigorates participation from their target group and also helps in brand recall as children associate information with emotions.”

     

    Commenting on their campaign, Vipul Goel, Head- Trade Marketing MTR Foods (Laban), added: “We are glad to have associated with BSI for our campaign. They understood our brief very well and planned and executed this campaign to build awareness amongst our primary target group and also enhance our brand by associating with a joyful activity.”

     

     

  • New digital films released by Godrej group, Godrej Expert Rich Crème and Godrej Appliances and  digital campaigns by Cinthol Original Soap, Godrej Locks and Godrej Security Solutions

    Godrej Group brands get together on Women’s Day

    By A Correspondent

     

    To commemorate International Women’s Day, brands across the 122-year-old Godrej group came together to celebrate womanhood and their contribution towards different aspects of life. The Godrej Masterbrand thanked its women employees by featuring them in a digital video on gender equality and women empowerment while brands like Godrej Expert Rich Crème and Godrej Appliances unveiled their campaigns around Women’s Day. The group’s other brands like Cinthol Original Soap, Godrej Locks and Godrej Security Solutions rolled out female-led influencers and digital campaigns.  This year, the International Women’s Day theme was #EachforEqual depicting an equal world is an enabled world.

     

    Commenting on the same, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, said: “At Godrej, we are committed to empowering our women employees to transform their social disadvantages into opportunities. We empower them with the right to make their own choices in their professions. Our objective is to develop an ecosystem where they are given the freedom to enjoy the best of both worlds i.e.  professional as well as personal,” adding “We, as an organisation do our best to understand women’s professional challenges and provide constant support and assurance so that they bring their whole selves to the workplace. The Godrej Masterbrand video highlights the little things that Godrej is doing to support women within as well as outside Godrej to reach their full potential and recognise and appreciate the contribution made by them.”