MxMIndia

Category: PRODUCTS

  • Bachchan’s personality resonates IDFC First’s brand persona and values pillars, notes a communique

    IDFC First names Amitabh as brand ambassador

    By A Correspondent

     

    IDFC First Bank has announced the signing of actor Amitabh Bachchan as its first ever brand ambassador. Bachchan’s personality resonates IDFC FIRST’s brand persona and values pillars, that of sincerity, humility and contemporariness, notes a communique.

     

    Said V Vaidyanathan, MD & CEO, IDFC First Bank: “It gives me immense pleasure to welcome the superstar of the millennium, Mr. Amitabh Bachchan, as our brand ambassador. The charisma of Mr. Bachchan has captivated people of all ages across countries. I am most amazed by his humility despite his extraordinary successes. All of us at IDFC FIRST Bank are delighted about this association with the true legend of our times.”

     

     

  • The TVC, in a tongue-in-cheek way, attempts to educate consumers about the widespread sale of adulterated camphor

    Sideways crafts Mangalam ad for camphor

    By A Correspondent

     

    Mangalam Camphor
    The Mangalam Camphor TVC

    Ever seen a TVC for camphor? Unlikely. Well, here’s one for the Mangalam brand of camphor crafted by Abhijit Avasthi’s Sideways.

    Notes a communique: “Traditionally it is believed that camphor provides multiple benefits. Not just fragrance or repelling of insects; the benefits of camphor are believed to be spiritual as well, such as purification of thoughts or energy in the house. Hence, it has a great significance in Indian culture and worshiping. But due to the commoditised nature of this category, there are a lot of local brands that sell adulterated camphor at a cheaper price. Consumers don’t even know they are buying adulterated camphor for the god. Mangalam camphor, in a tongue-in-cheek way, attempts to educate consumers about the widespread sale of adulterated camphor.”

    The film has been made by Bang Bang Films.

     

     

  • Attempts to send message that ‘Capability has no look or hairstyle’ through powerful stories of women

    Nihar Naturals Hair Oil launches its digital campaign #Unstereotype

    By A Correspondent

     

    On the occasion of International Women’s Day, Nihar Naturals unveiled its digital campaign titled #Unstereotype, to recognise and showcase stories of real women and their experiences of breaking stereotypes. Through this campaign the brand aims to drive an impactful message leading to change in perception about correlating a woman’s look and her capabilities.

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Nihar Naturals believes that every woman has unlimited potential and strength and stereotyping them basis their looks overshadows their efforts and hard work. The women featured in our videos have done extraordinary work in their respective professions and we salute their strength, determination and capability. The brand has always championed the cause of women’s progress and is a perfect embodiment of the spirit of these strong women.”

     

     

  • Epic On will provide its library of premium content on the Foxxum-enabled devices worldwide

    Epic On partners Foxxum GmbH

    By A Correspondent

     

    Epic On, the video-on-demand platform, announced a major partnership with Foxxum GmbH, global leader in the development and operation of innovative Smart TV solutions. As part of the collaboration, Epic On will provide its library of premium content on the Foxxum-enabled devices worldwide, including Panasonic, Vestel, Hisense, Skyworth, and Sharp among many others.

     

    Commenting on the collaboration, Sourjya Mohanty, COO, Epic On, said, “At Epic On, we are tirelessly working towards associating with global brands to enhance the consumer viewing experience and engage with a newer set of audiences. Our partnership with Foxxum further fortifies our mission of robust alliances and expanding our reach across Smart TV users.” Further added, “Epic On’s content encompasses diverse tales about India, varying perspectives and narratives which have not been seen before and travels well without boundaries of geography, or nationality.”

     

    Added Ronny Lutzi, CEO at Foxxum GmbH: “A paradigm change is happening within content landscape. Content production, organisation, distribution; all are in midst of tremendous change. Epic On, with its focus on myths, folklore and cultural tales and Foxxum with its know-how of Smart TV technologies join hands to make the Epic On experience available on Smart TV’s worldwide and push the envelope for digital content consumption.”

     

     

  • Samsung Galaxy users can access content on the ‘My Galaxy’ app

    Samsung Galaxy users can now access content from Eros Now

    By A Correspondent

     

    Eros Now has announced its partnership with Samsung Mobiles. As part of the collaboration, Samsung Galaxy users based in India can access movies, original shows, music, short-format content and more from Eros Now on the ‘My Galaxy’ app.

     

    Commenting on the partnership, Ali Hussein, CEO, Eros Now said: “We consider at this alliance as a befitting one, considering the insatiable demand for online entertainment on mobile screens. As we continue to offer seamless access to Eros Now’s massive and compelling content library to India’s large OTT consumer base, the partnership enables us to tap into potential consumers using Samsung Galaxy smart phones.”

     

     

  • A short film based on a real school experiment is also a commentary on the traditional teaching approach

    Autumn Grey executes ad film for HP India

    By A Correspondent

     

    Autumn Grey has conceptualised a new campaign for HP Smart Systems. A short film based on a real school experiment is also a commentary on the traditional teaching approach.

     

    Said Rahul Dutta, Head of Marketing at HP-Personal Systems: “Need of the hour is to make learning a joyful experience in the classrooms, where students spend majority of study time. It should stimulate the curiosity of young minds to know and learn more. This initiative is our attempt to demonstrate how HP with its simple and effective technological solutions can make everyday classroom learning more exciting for school children. It is also the celebration of the hardworking teachers who are contributing to shaping the future of our country”

     

    Added Anusha Shetty, Chairperson and CEO, Grey group: “It’s important for classrooms to be motivating enough for children to attend. So, innovation in education approach is the need of the hour. Here’s one such fabulous approach from HP that makes learning fun and immersive. I do wish for every child to have this color in their school life.”

     

     

  • Launches #ShareTheLoad for equal sleep as the 4th edition of the award-winning movement

    Ariel urges men to share the laundry yet again

    By A Correspondent

     

    In the spirit of keeping the conversation going ahead and furthering the cause of equality within households, Ariel has launched the fourth ‘chapter’ of ShareTheLoad.

     

    The new film, launched across social media and digital platforms, seeks to highlight the impact of unequal division of chores on the wife’s well-being, and leverage this with men to drive an urgency to act. Ariel aims to make laundry the face of this movement against inequality within households by urging men to take the first step to #ShareTheLaundry and eventually, #ShareTheLoad for equal sleep.

     

    Commenting on the Movement, Sharat Verma, CMO, P&G India and Head, Fabric Care Indian Subcontinent, said: “This year, ‘#ShareTheLoad for equal sleep’ seeks to give us one more compelling reason to start sharing the load. Uneven division of household chores is getting in the way of women getting adequate sleep and rest, and hence the conversation this year is about bringing this to light to enable conversation. 71% of Indian women are sleeping less than their husbands due to these household chores, as they end up waking up early and/or staying up late in order to get everything done. The film is designed to be a mirror into the daily lives of many women, in order to make this unaccounted time count. And with this, Ariel wants to move us all from intent to action by urging them to #ShareTheLaundry and take the first step towards #ShareTheLoad.”

     

    Added Josy Paul, Chairman and CCO – BBDO India: “How can Ariel as a leading brand truly create change? That was what we wanted to do with this year’s campaign for #ShareTheLoad. And hence, by steering the conversation around the impact on the women’s wellbeing when their partners don’t partake in domestic chores, we want to get men to show solidarity via action. A significant part of the film rests in the early hours or late nights, which is the time that usually goes unaccounted. It is the theatre of the after-hours. It is about making those hours count!”

     

     

  • Recreating the 1970s theme

    Hotstuff creates insurance awareness campaign for Star Union Dai-ichi Life

    By A Correspondent

     

    The latest campaign by Star Union Dai-ichi Life Insurance spells out insurance awareness with one key message, ‘roti, kapda aur makaan ke saath #BimaHaiZaroori’.

     

    Said Girish Kulkarni, MD & CEO, Star Union Dai-ichi Life Insurance: “Roti, Kapda, Makaan aur Bima is an honest attempt to take Life Insurance or Insurance as a matter as a category to semi urban, or rural India where insurance is very poorly understood. This will prove to be a great category booster in terms of awareness of life insurance.”

     

    Translating this thought into communication was tasked to Hotstuff. Added Arun Fernandes, CEO, Hotstuff: “We have been working with India’s leading BFSI brands for over two decades and personally I believe infotainment is a much-needed solution when it comes to financial awareness. The manner in which such information is presented and the way in which media is used to present such stories to investors is crucial. Like all our campaigns, we focus on strategy that aids brand recall and brings in numbers and off late, interesting content backed by all round media integration has helped us stand out and create a niche as an off-beat communications agency.”

     

     

  • The film features a contractor Dhaniram and his daughter, as the key protagonists

    ACC celebrates eco-friendly Holi

    By A Correspondent

     

    ACC has a digital film promoting eco-friendly Holi celebrations. Conceived by 82.5 Communications and produced by Brooomsticks, the film features a contractor Dhaniram and his daughter, as the key protagonists.

     

    Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications: “One eco-friendly act can inspire many more. Just as Dhaniram inspires his daughter to find an ingenious way to play an organic Holi, I hope ACC’s range of eco-friendly products inspire thousands of home-builders across India to create eco-friendly homes.”

     

    Added Ashish Prasad, Chief Marketing Officer, ACC Limited: “ACC is among the first of Indian companies to include a commitment to environmental protection as one of its corporate objectives. ACC has always been committed towards sustainability and towards practices that progressively draw lesser natural resources. Our concrete bricks and blocks, no curing plaster and one of our premium cements are a testament to our ‘Karein Kuch Kamaal’ philosophy. With this film, we hope to have raised awareness about the need to play a safe and eco-friendly Holi.”

     

     

  • The new campaign defies constricting barriers of Pay Gap, Gender Inequality and Sexism that are prevalent in present day society

    Haier attempts to shatter gender bias faced by women

    By A Correspondent

     

    Haier announced the launch of its new campaign that challenges the gender biases and issues associated with women in the real world. The Women’s Day campaign features India’s leading sportswoman Dipa Karmakar as a symbol of power to fight against the constricting barriers of pay gap, sexism, patriarchy, misogyny, body shaming etc. that holds back dynamic women to realize their dreams.

     

    Commenting on the new Women’s Day campaign, NS Satish, Senior Vice President, Sales & Marketing at Haier Appliances India said: “At Haier, we are constantly working towards touching upon subjects that hold a matter of relevance in our society. This Women’s Day, we wanted to highlight some of the major stereotypes that are deeply entrenched in society and act as a barrier for women in realizing their dreams. Our new campaign is a testament to our philosophy of ‘Inspired Living’ where we are trying to defy these norms through the courage and passion of India’s inspiring women athlete, Dipa Karmakar.”

     

    The video series has been conceptualized and created in collaboration with Famous Innovations. Added Raj Kamble, Founder and CCO, Famous Innovations: “We are proud to work on a project that is defying the gender biases in today’s world. Through this video series, we have not only tried to highlight the prevalent barriers that women face in the present day society but also showcased a powerful way to defy these with strong grit and passion.”

     

     

  • ACC Limited is India's foremost manufacturer of cement and ready mixed concrete

    Havas Media bags integrated media duties of ACC Cement

    By A Correspondent

     

    Havas Media has bagged the integrated media mandate of the Mumbai-headquartered ACC Limited.

     

    Said Ashish Prasad, CMO and Head New Products & Services, ACC Limited: “We are happy to have Havas Media as a partner in our journey to live by our pioneering and innovation spirit. We are confident that with the very dynamic and fast-changing media scenario, Havas Media with their global experience & expertise will be able to develop a robust strategy for our brand and add impetus to all our marketing initiatives”

     

    Added Rana Barua, CEO, Havas Group India: “ACC Cement is synonymous for cement and enjoys high equity in the Indian market. From anticipating customers’ needs to being able to serve them with innovative and differentiated products and solutions, ACC has always been a front-runner. Havas Group’s multi-faceted, integrated, meaningful approach makes us a strong force to reckon with. We are glad to be partnering with such an iconic brand and look forward to a meaningful association.”

     

    Said Mohit Joshi, Managing Director, Havas Media Group, India:“We are excited to be appointed as a brand partner for a legacy brand like ACC Cement. At play will be Havas Media Group’s integrated media skills centered on digital and our ‘Meaningful Brands’ framework which will together map the brand chart for ACC Cement. We look forward to carving a meaningful brand strategy and taking the brand to greater heights.”

     

     

  • It will provide a clean new interface that showcases the brand philosophy “Think Tomorrow.”

    VMLY&R to revamp digital presence of Bajaj Group

    By A Correspondent

     

    VMLY&R India has been appointed by Bajaj Group to refresh its digital platforms to convey the brand’s heritage, with a clean new interface that showcases the brand philosophy “Think Tomorrow.”

     

    Swati Bhattacharya

    Said Swati Bhattacharya, Chief Communications and Brand Officer of the Bajaj Group: “This is an exciting time for us as a group. Our businesses are on a growth trajectory and we continue to impact millions of lives through our Foundation initiatives for farmers by developing grassroots infrastructure. Our new brand identity gives shape to our vision of building a unified Bajaj Group brand that leverages synergies across group businesses and drives a common culture based on our heritage and future ambitions. We feel like VMLY&R understands how to manifest this brand philosophy in the digital space through various touchpoints starting with the website and bring to life our brand ethos of “Think Tomorrow” effectively.”

     

    Saurabh Mathur

    Added Saurabh Mathur, Business Head, Experience & Technology at VMLY&R India: “Bajaj Group has a rich history full of stories. It has been a pleasure designing these stories into digital experiences that allow Bajaj’s partners and consumers to truly understand the brand and feel their promise of “Think Tomorrow” as deeply as Bajaj does. We look forward to launching first their new site, followed by the rest of their digital ecosystem, to help them connect with their community across every touch point.”