MxMIndia

Category: PRODUCTS

  • The account was won following a multi-agency pitch, and will be serviced out of Indigo Consulting’s Mumbai office

    Maybelline partners Indigo for digital communication & e-commerce content

    By A Correspondent

     

    As part of the mandate, Indigo Consulting will strategically manage Maybelline New York’s digital and social media campaigns and support the e-commerce content efforts. The account was won following a multi-agency pitch, and will be serviced out of Indigo Consulting’s Mumbai office.

     

    Vaidehi Vimadalal

    Said Vaidehi Vimadalal, General Manager, Maybelline India: “We are really excited to have Indigo on board with us. They have been doing some great work across their various clients and we are confident that they will help us achieve our vision on the brand which is to become the #1 Make up brand in India. Looking at the shift that the industry is seeing right now and how dynamic things are especially on digital and ecommerce, to have a partner like Indigo, which has been one of the front runners in digital+tech, we are sure that we will see some great work and campaigns in the coming years.”

     

    Rajesh Ghatge

    Commenting on the account win, Rajesh Ghatge, CEO, Indigo Consulting added: “The makeup category in India is on the threshold of new leadership. We are excited to partner with Maybelline in their journey to this pole position. Engagement & commerce on digital, and innovation driven by technology is gaining tremendous momentum. We are excited  to get an opportunity to combine our collective capabilities across data, creativity and technology  to provide Maybelline New York, with the velocity it needs to aggressively take over the Indian market. We look forward to ‘Making It Happen’”

     

     

  • The film encourages consumers to boost their energy and lift the lockdown on their passion and hobbies, notes a communique

    Sofit unveils new digital film

    By A Correspondent

     

    Hershey India, one of the world’s leading snacking giants, recently unveiled a new digital film for its brand Sofit. Through this digital film, notes a communique, the brand encourages consumers to live their passions and an active lifestyle, as they step ahead each day stronger during this lockdown.

     

    Commenting on the new digital film, Herjit Bhalla, Managing Director, Hershey India said: “While the lockdown is challenging for all of us, it has opened doors for pursuing a new hobby or skill. In today’s times, as consumers effortlessly don on different hats at home, we want them to also be cognizant about their health and overall well-being. Through Sofit’s latest digital film, we are encouraging our consumers to boost their energy and re-ignite their lost hobbies and passions.”

     

    Added Sarosh Shetty, Director of Marketing at Hershey India: “The film beautifully captures how Sofit’s range of delicious, plant-protein based products like Sofit Soy Milk, Sofit Almond Milk and Sofit Protein Cookies give us some healthy energy to nurture our passions and hobbies, even in this challenging lockdown phase. This highly engaging film is based on an interesting creative idea wherein various inanimate objects such as a piano, paint brush, skipping rope, gardening tool, dumbbell and frying pan metaphorically rejoice at finally being put to use after such a long time. Through this film, Sofit aims to help its consumers face these unprecedented times with energy and vigour.’’

     

     

  • On the occasion of Father’s day, Saregama pledges to donate Carvaan to old age homes

    Saregama hymns tunes of hope for old age homes

    By A Correspondent

     

    After the launch of its recent Ghar Le Aayein campaign, Saregama takes a step further to help the elderly find companionship and withstand challenging times through the power of music and pledges to donate Saregama Carvaan to old-age homes on the occasion of Father’s Day.

     

    Commenting on this gesture, Vikram Mehra, Managing Director, Saregama India, said: “These are tough times and it’s important to be empathetic and sensitive to the emotional needs as much as health needs of the elderly in the society. We have pledged to donate Carvaan to the old age homes, hoping it will help them cope with their loneliness and boredom through the therapeutic power of music.”

     

     

  • Mohanty will endorse the ‘Mangaldeep – Jagannath Temple’ agarbattis

    Odiya actor Babushaan Mohanty is brand ambassador of ITC agarbattis

    By A Correspondent

     

    Mangaldeep, ITC’s Agarbatti brand, has roped in Odia actor Babushaan Mohanty for its agarbatti offering – the ‘Mangaldeep – Jagannath Temple’ agarbattis.

     

    Said Ravi Rayavaram, Chief Executive, ITC’s Agarbatti Business: “Babushaan will be endorsing the most divine agarbatti offering specially crafted for Lord Jagannath’s devotees called ‘Mangaldeep – Jagannath Temple’ agarbatti. We are happy that more local hands are joining for Mangaldeep’s mission of bringing home the divinity of Jagannath Puri temple. We are also very grateful of ORMAS and Shree Jagannath Temple, Puri who hailed the baton with us last year to launch this divine product for lacs of Lord Jagannath’s devotees. Babushaan, a devotee of Lord Jagannath and one of the most loved person in Odisha was a perfect fit for the brand to take this mission to every house in Odisha.”

     

     

  • The agency will exclusively manage her brand endorsements, appearances, digital activations, and other potential business opportunities

    Cornerstone to manage Sania Mirza

    By A Correspondent

     

    Leading talent management agency Cornerstone has signed Indian tennis player Sania Mirza. The agency will exclusively manage her brand endorsements, appearances, digital activations, and other potential business opportunities.

     

    Said Bunty Sajdeh, CEO, Cornerstone: “Sania has been a world class athlete and a fantastic human being both on and off the court. She is one of the most recognisable and aspirational sporting icons India has produced till date. I’ve known and followed Sania for many years and we as an agency are delighted to work closely with her.”

     

    Cornerstone shot into fame with the management of cricketer Virat Kohli’s endorsement interests.

     

     

  • Nearly half of Indians plan to make more purchases online, notes a Mastercard study

    Indian consumers shift to Digital Commerce, show no signs of slowing down

     

     

    By A Correspondent

     

    Consumers in India and across Asia Pacific are rapidly going digital with purchases of everything from groceries to movies in a shift that looks set to become a permanent habit after the pandemic passes, Mastercard research shows.

     

    E-commerce and contactless payments continue to grow in popularity as people make the move to digital by default and we reduce our use of cash, according to an ongoing study by Mastercard in multiple markets around the world that analyses the impact of current and future consumer behavior. Shopping in India has also shifted to online as 86% of people feel that hygiene concerns are here to stay.

     

    Indian insights show a rapid shift in preferences:

    E-commerce is on the rise with 49% of Indians planning to make more purchases online

    At the same time, 68% of Indian consumers think less in-store shopping is here to stay – the highest recorded across the markets surveyed

    In Asia Pacific, 46% of consumers say they plan to use cash less often, including 49% in India

     

    A large majority in India (77%) believe the shift to contactless payments is here to stay Said Sandeep Malhotra, Executive Vice President, Products & Innovation, Asia Pacific, Mastercard: “Our shift to digital commerce is here to stay as people embrace the benefits of safety, security and convenience. Consumers now want on-demand products and services – whether it’s food delivery, groceries, fitness courses, telemedicine, conferencing, learning or entertainment. This demand and these expectations will continue to drive e-commerce long after COVID-19 subsides,” adding: “As communities and economies emerge from the pandemic, the new consumer mindset sends a clear signal to merchants of all shapes and sizes that online shopping and touch-free transactions are essential to building the business and ensuring customer loyalty now and in the future.”

     

     

  • The idea centred around the Twitterverse discovering playlists by using any emoji of their choice

    Spotify campaign by 22feet Tribal Worldwide trends at #5

    By A Correspondent

     

    On World Music Day, Spotify India launched a Twitter campaign #PlayThis. The idea centred around the Twitterverse discovering playlists by using any emoji of their choice. Conceptualised by 22feet Tribal Worldwide, part of the DDB Mudra group, the activation gained traction in the very first hour, with people trying out different combinations of emojis to find a playlist. Through the day the engagement grew exponentially, where at one point the #Playthis trended at #5 worldwide.

     

     

     

    Debashish Ghosh

    Elaborating on the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal WW said, “Music and emojis have quite a few things in common – both are universal languages that transcend boundaries and allow emotions to be expressed and shared. We decided to intersect these two and explore the ideas that emerged once we added Spotify’s key differentiator – their curated playlists, as the third element into the mix. That’s how #PlayThis on World Music Day came about. It was designed to connect in the moment with music fans and elevate their experience by making it participatory and personalised on the back of an automated engine. The response has been phenomenal and humbling to say the least. It reaffirms the belief that simple ideas still fly high.”

     

     

  • The films are part of the brand’s ‘Har Game Mein Jeeto’ campaign

    Taproot Dentsu launches fresh Commercial Series for MPL

    By A Correspondent

     

    Mobile gaming and e-sports platform Mobile Premier League (MPL) has released a fresh set of television commercials (TVCs), conceptualised and executed by Taproot Dentsu. The films are part of the brand’s ‘Har Game Mein Jeeto’ campaign.

     

    Speaking on the campaign, Pallavi Chakravarti, ECD, Taproot Dentsu said: “Creating this campaign was as rewarding for us as playing on MPL is for gamers. MPL has got some fantastic titles on its platform, and the multiple tournament formats and exciting prizes make the go-to even better. All we had to do was have fun and put the point across as sharply and simply as possible. It’s what I’d call a win-win situation.” MPL has over 40 games on its platform with numerous tournaments and exciting prizes on offer.

     

    added Abhishek Madhavan, VP, Growth and Marketing, MPL: “We chose to work with Taproot Dentsu after a closely-contested multi-agency pitch due to their thorough understanding of our brief, our product and users. The current set of films that Taproot Dentsu has delivered hits the nail on its head in terms of conveying MPL’s unique value proposition and will be running across TV, digital and OTT platforms. We hope these will help further cement MPL’s position as India’s biggest gaming app.”

     

     

  • Madison World’s outdoor unit Platinum Outdoor executed the campaign in the Unlock 1.0 phase

    Platinum launches Kotak’s zero-contact account

    By A Correspondent

     

    Madison World’s outdoor unit, Platinum Outdoor executed a pilot OOH campaign during 1 to launch Kotak Bank’s zero-contact, video KYC savings account .

     

    Speaking about the campaign, Elizabeth Venkataraman, Joint President – Consumer, Commercial & Wealth Marketing, Kotak Mahindra Bank said: “We are now living in a very different world and as a pioneer in digital banking, our focus has been on enabling our customers to transact safely & securely in a zero-contact manner. We are delighted to have introduced India’s first zero-contact, Video KYC savings account through which Kotak customers can now open a full-fledged savings account from the comfort of their home without the need for a visit to the branch or in-person interaction. While the campaign is being driven by digital media, with the lockdown gradually being lifted, we decided to selectively include OOH media in our campaign targeting key, high-impact locations in Mumbai.”

     

    Added Dipankar Sanyal, CEO, Platinum Outdoor: “We always believed that OOH campaigns would pick up once the Unlocking phase starts. Kotak Bank has always been known for doing great outdoor campaigns. We managed to carve an impactful once again. The campaign was executed during our WFH status. It’s been a great learning experience.”

     

     

  • Campaign urges women to identify symptoms early and overcome iron deficiency through a balanced diet and appropriate supplementation

    Livogen executes #RahoStrongIronStrong campaign

    By A Correspondent

     

    Livogen Tonic, a nutritional supplement from Procter & Gamble Health Limited (eka Merck Limited) – announced the launch of #RahoStrongIronStrong — a campaign designed to help women recognise the early symptoms of iron deficiency and take appropriate steps to overcome them.

     

    Said Milind Thatte, P&G Health’s Managing Director: “Livogen Tonic’s new initiative #RahoStrongIronStrong seeks to empower women to be at their best by helping them recognise the symptoms of iron deficiency in daily life, and the actions they can take to prevent and overcome these through a balanced diet and right supplementation.”

     

     

  • The campaign, which pivots around an anthem of “AaoPhirPakdeRaftaar”, induces a sense of togetherness and imparts hope and trust to the local seller community in India

    Flipkart launches #AaoPhirPakdeRaftaar campaign to motivate sellers

    By A Correspondent

     

    Flipkart, India’s homegrown e-commerce marketplace, has released a new campaign – “#AaoFirPakdeRaftaar” – to mark the beginning of the new phase post the nationwide lockdown.

     

    The campaign, which pivots around an anthem of “AaoPhirPakdeRaftaar”, induces a sense of togetherness and imparts hope and trust to the local seller community in India.

     

    Commenting on the launch of the campaign, Jagjeet Harode, Senior Director & Head – Marketplace, Flipkart said: “Our sellers are an integral part of our marketplace business and this period has been a challenging time for them, their families and their workforce. As the country imbibes the model of a ‘new normal’ and businesses begin to adjust their operations, we want to ensure that our seller community is equally motivated and driven to play their roles in this pandemic. We wanted to reiterate our commitment towards their business development and hence this campaign has been developed to motivate them in this journey.”

     

     

  • TVC urges viewers to secure their loved ones’ financial futures by trusting Max Life’s 99.22% claims paid ratio achieved for FY 19-20

    Max Life unveils ‘Bharose Ka Number’ TVC

    By A Correspondent

     

    Max Life Insurance has unveiled its newest ad campaign ‘Bharose Ka Number’ highlighting the company’s performance in claims paid ratio in the last five years.

     

    Said Aalok Bhan, Director and Chief Marketing Officer, Max Life: “Claims and life insurance can sometimes be difficult to comprehend, but we believe this to be the most apt time to make the two topics relatable and relevant for our customers as financial protection is paramount in our current reality. Delivering the same message in a lighthearted father-son banter through the means of our newly launched TVC, we wish to create greater customer awareness of the importance of claims paid ratio that one must trust when buying a life insurance policy. At Max Life, our claims paid ratio or Bharose Ka Number is the ultimate hallmark of our credibility and trust, and reflects our promise to our customers, reassuring them of the kind of security they can expect should an eventuality arise.”.

     

    Added Rohit Malkani, National Executive Creative Director, L&K Saatchi & Saatchi: “The ‘Bharose ka Number’ project as it has come to be known, is our very first project with Max Life. The entire process from pitch to execution, was done on video calls, con-calls and online groups. It’s been an exhausting but fabulous collaborative experience with a marketing team that has backed us to the hilt. And while we couldn’t have asked for a better beginning to the relationship, I say: the best is yet to come!”