MxMIndia

Category: PRODUCTS

  •  “Silence Bhi aur Energy Savings Bhi” is what the campaign is called

    Crompton launches new TVC campaign

    By A Correspondent

     

    Crompton Greaves Consumer Electricals has unveiled its latest multimedia campaign called “Silence Bhi aur Energy Savings Bhi” for the launch of a new range of SilentPro ceiling fans. It is conceptualised by BBDO India.

     

    Speaking about the company’s latest campaign, Rohit Malkani, Vice President, Marketing, Crompton Greaves Consumer Electricals Ltd. said: “We are very pleased to launch this campaign for our new range of ceiling fans called SilentPro that captures the very nuances of everyday life. Crompton has consistently innovated to provide meaningful solutions that ease the consumers’ life. We understand that the fan is one of the most essential/fundamental necessities at home. At the same time, energy efficiency is also one of the driving factors in trying to save costs as well as doing our bit in contributing to the environment. Hence, keeping in mind how everyone needs a little bit of peace and quiet today more than ever before, we hope that the campaign addresses the same and our product helps in bringing comfort, long term benefit in energy savings as well as (mental) peace to the people.“

     

    Said Hemant Shringy, Chief Creative Officer, BBDO Mumbai: “The noise of a fan is something that we are so used to that we don’t realise how we have compromised our lives around it. We speak loudly, we keep the television volume high and often miss out some moments and conversations. Only once we experienced Crompton SilentPro did we realize what we were missing, and that we can experience silence even when the fan is on. Innovations like these make communication a lot easier. We really just highlighted the reactions that we all had. Because just like the husband in the film, we too felt, ‘Sab fans awaaz karte hain’ (all fans make noise). And that made room for interesting banter between our couple. This film adds to the world of the Crompton couple that we have so far lived with featuring the various offerings and innovations from Crompton – from fans and lights to coolers and home appliances.”

     

     

  • The films are directed by Sharat Kataria for Lucifer Circus

    For Amazon Sellers India, ‘Itna aasan Hai’

    By A Correspondent

     

    Amazon India has launches its seller-driven campaign ‘Itna Aasan hai’ . The intent of three-ad campaign conceptualised by Ogilvy is to communicate to existing and prospective sellers who are not on the platform, how easy and simple it is to sell on Amazon.  The films are directed by Sharat Kataria for Lucifer Circus.

     

    Said Satish Upadhyay, Head – Marketing, Amazon India Marketplace: “The 600,000 sellers on Amazon.in are benefiting from online selling while bringing hundreds of millions of unique products for our customers.  With this campaign, we intend to communicate to millions of MSMEs about how Amazon makes it easy for small businesses to go digital and start or expand their business by reaching millions of Amazon customers through e-commerce.”

     

    Added N Ramamoorthi, President, Ogilvy South: “For millions of small businesses, it is both easy to sell on Amazon as well as to grow with Amazon. While the nursery rhyme execution in this series of ads makes this point in a simple, memorable manner, it also underscores Amazon’s commitment to the progress of sellers and small businesses across India.”

     

    Said V Kamala Gowri, VP, Ogilvy South: “A lot of small businesses in the country look for a partner to help grow their business. Amazon is that platform which will enable your business to grow and reach greater heights. This campaign shows how simple it is to register your business on Amazon and kick start your online journey. The creative device of a nursery rhyme helps bring out the message in the most simplistic manner. Lets get started now.”

     

    One last quote, sorry. Added Mahesh Gharat, Chief Creative Officer, Ogilvy South: “The brief was simple. Change the perception of the sellers about selling on Amazon. They believe there are numerous barriers like paperwork to sell on Amazon. To communicate the ease of selling on Amazon, our campaign needed to be even simpler. When I say simple, the first thing that came to our mind was a nursery rhyme. Wake me up in the middle of the night and I can still narrate you a nursery rhyme. Taking this device and the iconic rhythm, we communicated how easy it is to sell on Amazon. Thus, driving home the thought about how simple it is to sell on Amazon.”

     

    Ouch. One more. Said Mukesh Kumar, Group Creative Director Bangalore: “The perception amongst sellers is, selling on Amazon involved a lot of barriers like paperwork. The brief was simple. Turn the barrier perception into something simple. When the team sat together, we realised our communication should be as simple as the process of selling on Amazon and what better than a nursery rhyme. There is nothing stickier and simpler than a nursery rhyme. It is still fresh in our heads and probably will stay in our heads for life. From there on, our job was simpler. The takeout after watching this campaign should be the ease of selling on Amazon is as simple as mugging up a nursery rhyme.”

    No more quotes. Now watch the ad.

     

     

  • The account was won following a multi-agency pitch

    Indigo bags L’oreal digital marketing mandate

    By A Correspondent

     

    L’Oreal Paris has awards Indigo Consulting, Publicis Groupe’s digital agency, with its complete digital marketing mandate. The account was won following a multi-agency pitch.

     

    As a part of the mandate, Indigo Consulting will drive key agendas for the brand on digital, a medium that is emerging as a critical channel for the brand for both engagement and commerce. Indigo Consulting will offer solutions across digital marketing, ORM, and analytics, as well as manage high velocity e-commerce content operations.

     

    Pau Gruart

    Said Pau Gruart, General Manager, L’Oreal India: “With the beauty category’s focus on digital and e-commerce growing rapidly, we welcome this partnership with Indigo. We are confident that Indigo Consulting is the perfect partner considering their sharp data led approach rooted in their intrinsic understanding of the Indian consumer and the beauty category. We look forward to build insightful and data led communication across all digital touchpoints that can help drive significant growth for L’Oreal Paris”.

     

    Ankush Sohoni

    Commenting on the account win, Ankush Sohoni, Vice President, Strategic Business Unit, Indigo Consulting, added:“The beauty and skin care category in India is filled with great opportunity. L’Oreal Paris is one of the few brands in this category that has embraced digital extensively and has leveraged it to transform itself. L’Oreal is dialling up on new marketing codes to provide access and deep personalised experiences to its consumers. The use of data is intrinsic to what they do on digital and the quality of communication that they put out is rich. We are looking forward to use our capability of integrating data, creativity and technology to support L’Oreal Paris to achieve their business and brand goals. It is a privilege to get the opportunity to work on such an amazing brand.”

     

     

  • Nobel Hygiene launches national campaign to tackle issue of Urine Leakage

    Friends Adult Dry Pants launches campaign

    By A Correspondent

     

    Friends Dry Pants, the flagship brand of Nobel Hygiene, has launched a national campaign with Azaadi Mubarak as its theme.

     

    Said Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene: “Our communication is rooted in authenticity and we choose to create customer delight by showcasing the truth. Incontinence needs be accepted as a normal bodily condition that can be addressed. Our latest campaign Azaadi Mubarak is dedicated to all men and women who go through it. It will address the issue and create awareness about it while expressing solidarity with them. For us, this is the culmination of physical and mental freedom that the product brings. It should aid people to “step out” of their “mental jails” and celebrate their freedom.”

     

     

  • The scheme is launched as an effort to provide homebuyers a flexible payment option while purchasing their dream home

    Tata Housing launches ‘Move in India’campaign

    By A Correspondent

     

    Tata Housing Development Company (THDC) has launched its ‘Move In India’ campaign. The campaign has been launched on the occasion of Independence Day and just before the beginning of the festive season. The scheme is launched as an effort to provide homebuyers a flexible payment option while purchasing their dream home.

     

    Said Sanjay Dutt, MD & CEO, Tata Realty & Infrastructure Limited said: ““At Tata Realty, we keep the homebuyer at the core of our business. In sync with the brand ethos of the Tata Group, we continue to concentrate our efforts towards offering our customers the best properties with the best amenities at competitive prices. The unfortunate advent of the Covid-19 pandemic has changed the day-to-day lives of people across the country. With work, school, workouts and more taking place at home, customers are looking to upgrade their homes. We are delighted to launch the Move In India campaign which provides our customers across the globe with a flexible payment scheme as they purchase their dream homes. The changing macroeconomic conditions are leading to the return of opportunistic investors and NRI’s to considering real estate as an investment and I believe, this campaign will attract these home buyers due to the strategic locations and quality of our projects”

     

    Added Sarthak Seth, Chief Marketing Officer, Tata Realty & Infrastructure Limited: “We at Tata Realty were quick to adapt to the pandemic and as a result, expanded our digital footprint. Our digital marketing campaigns have been extensively using geo targeting, cross device promotions and remarketing to touch base with prospective buyers at multiple points. Through this campaign, we plan to help our customers choose a home digitally in a convenient and easy manner. Our new website www.tatarealty.in is fully equipped to provide customers to view properties through virtual tours and make digital transaction, thereby removing the need for physical tour of property. We are also targeting NRIs because in the recent past we have been getting their attention especially from the US and Middle East markets as they always want to own a space in their homeland and this is the time for #homecoming.”

  • They tell the stories of Porsche India customers, each as unique as his or her car

    Porsche India launches “Soul Stories”

    By A Correspondent

     

    Porsche India announces the launch of its new inspirational video series titled “Soul Stories”.

     

    Commenting on the content production, Ashish Kaul, Head of Sales at Porsche India, said: “We have launched ‘Soul Stories’ to tell the story of our customers, each as unique as his or her car. The content production depicts individuals who strive to break conventional barriers and follow their heart. We bring these stories to life to inspire and strengthen beliefs and ignite passion – something that resonates with the Porsche brand at the most fundamental level.”

     

     

  • The anthem salutes the nation’s spirit of emerging victorious in the face of fear

    Mountain Dew gets Sukhwinder Singh for anthem

    By A Correspondent

     

    Beverage brand Mountain Dew is saluting India’s resilient spirit this Independence Day with a rendition of the timeless anthem of patriotism, ‘Yeh Desh Hai Veer Jawaano Ka’ from Saregama. Mountain Dew’s take on the powerful anthem has been composed by music producer/composer Ram Sampath, and features vocals from singer Sukhwinder Singh. The lyrics of the rendition, written by lyricist Swanand Kirkire, reiterate the brand philosophy of ‘Darr Ke Aage Jeet Hai’ and salutes the nation’s spirit of emerging victorious in the face of fear.

     

    Talking about the new anthem, Naseeb Puri, Director, Mountain Dew & Energy, PepsiCo India said: “India’s collective resilience has enabled our nation to achieve victory in the face of fear time and again. This Independence Day, we salute this very spirit of being courageous and overcoming fear, a philosophy that Mountain Dew has always stood for. The Darr ke Aage Jeet Hai ® anthem is our ode to the spirit of 1.38 billion Indians and we are delighted to have partners such as Saregama, Sukhwinder Singh, Ram Sampath, Wunderman Thompson and Swanand Kirkire on board to help us take our message across the country. The lyrics of the anthem aim to inspire the nation and ignite the self-belief that we will emerge victorious from these trying times.”

     

    Added Harsh Maheshwari, Executive Creative Director, Wunderman Thompson said: “Now more than ever India’s legendary legacy of winning against all odds can inspire us and lift our spirits. That was the idea to create an anthem that reminds us all – Darr Ke Aage Jeet Thi, Darr Ke  Aage Jeet Hai.”

     

     

  • Linen Club is the premium linen fabric brand from the Aditya Birla Group

    VGC refreshes Linen Club’s new brand identity and logo

    By A Correspondent

     

    Linen Club, the premium linen fabric brand from the Aditya Birla Group, has announced the launch of its new brand identity and logo. VGC has created and designed the logo.

     

    Said Satyaki Ghosh, CEO, Domestic Textiles (Grasim Industries) Aditya Birla Group: “With a strong legacy of over seven decades, Linen Club has finely crafted the story of linen in India. As we prepare ourselves for the future, we want the Linen Club brand identity to manifest our passion for linen combined with our heritage, our expertise and our authenticity. The new identity while staying true to the core values of Linen Club, gives it a credible and inspiring imagery. Join me in celebrating our passion for linen with the launch of our new logo and brand identity.”

     

    Added Preeti Vyas, Chairwoman and CCO, VGC the agency creating and designing the logo:

    “As I am personally passionate about Linen, it was an absolute delight when VGC was invited to rebrand Linen Club. Through the new logo we have brought alive the story of Linen’s European heritage, the legacy of the brand in India and the fabric’s authenticity in terms of its sustainable qualities. We then also translated it to a stylish visual narrative across a range of packaging and varied retail touchpoint,”

  • Encourages customers to celebrate life with good food

    Nature’s Basket rolls out digital video…

    By A Correspondent

     

    Fine food store Nature’s Basket has unveiled a digital film that encourages customers to celebrate life in these tough times. The video, which features Radio Jockeys – Hrishikesh Kannan, Jane Jeyakumar and Prithvi Vishwanath, also highlight’s the brand’s attention to detail and standards of safety. The film is conceptualised by Nature’s Basket and Adfactors PR.

     

    Said Devendra Chawla, CEO, Nature’s Basket and Spencer’s Retail: “The past few months have been really difficult for everyone and with the festive season beginning in India we wanted to do something to encourage people to celebrate life in their own way. Food has always been the centre of every celebration and Nature’s Basket, with its promise of safety and #TasteTheWorld, aims to make these moments even more special.”

     

     

  • Lowe Lintas has ‘orchestrated’ the film

    #LetsGetIndiaTicking – says Titan to bolster consumer sentiment

    By A Correspondent

     

    Titan Company Limited has launched an industry collective titled #LetsGetIndiaTicking to kickstart the wheels of the economy.

     

    Commenting on the campaign, Suparna Mitra, Chief Executive Officer, Watches and Wearables Division, at Titan Company Limited said: “Many economists have spoken of the need to revive the demand side of the economy. This is where we felt our vast repertoire of experience in brand communications can serve a larger purpose. The thought that struck us was – can we do something to encourage each and every individual to do their bit to get the economy out of its slumber. #LetsGetIndiaTicking is the germination of that seed of an idea, which we hope transpires into a movement and a clarion call to revive livelihoods and the economy.”

     

    Lowe Lintas Bangalore has orchestrated the film. Commenting on the campaign, Virat Tandon, Group CEO, MullenLowe Lintas Group, said: “The intricate connections between moving parts make for an extremely evocative symbolism between the country’s top watch brand and the economy. Our Bangalore team was quick to both discover this link and weave it delightfully in with Titan’s iconic signature music, to create what can only be described as a symphony of idea and inspiration. As the nationwide #Unlockdown initiated by the government rekindles economic activity, the campaign comes as a beacon of hope and positivity for all.”

     

     

  • The campaign talks about the edtech major providing ‘Sirf Naam Ki Nahin, Kaam Ki Degree’ for working professionals

    UpGrad unveils new TV & digital campaign

    By A Correspondent

     

    UpGrad, the online higher education company, has unveiled its latest mass media campaign. The TV commercial, featuring a donkey, draws from the cultural insight that in the corporate world, everyone wants to climb the ladder and choose various ways to get ahead – one of the most common being the tendency to ‘lick ass’.

     

    Shot in Estonia, the film has been developed by creative agency The Womb and has been directed by Shashanka Chaturvedi, aka Bob, co-founder & director, Good Morning Films.

     

    Said Arjun Mohan, CEO – India, UpGrad: “Our primary objective is to define the kind of education UpGrad provides, that is not constricted by the mode of learning – which just happens to be online. The next ambition was to compellingly summarise all the types of courses we provide – post-graduate degrees, certifications and diplomas. We chose the word ‘degree’ because in India, the concept of a ‘degree’ holds emotional and practical heft across all socio-economic classes. While degrees are available a dime a dozen, the conflict occurs when they tend to be generic, outdated and from not so credible institutions, that are ultimately not valued by employers. Thus, the genesis of ‘Sirf naam ki nahin, kaam ki degree’ – upGrad’s promise to provide outcome-oriented specialisations that help learners to achieve the ROI on education – job/profile switch, increment or promotion, in other words, Employability.”

     

    Talking about the campaign, Kawal Shoor, Co-Founder, The Womb added: “UpGrad and The Womb got together a few months back to start working on building its brand and business in India. COVID-19 has hastened the need for edtech as a category. UpGrad is a very substantive brand in the midst of many lightweight educational institutions that have mushroomed all over India. It has a great culture, knows how to teach, and has tie-ups with some of the best universities in India, and the world. It can fulfil the learning needs of working professionals and undergraduates. We had to bring its various offerings under one, clear positioning idea for the brand that stems from and can influence culture. This spot introduces that idea, along with a clear proposition for working professionals.”

     

    Added Navin Talreja, Co-Founder, The Womb: “UpGrad’s Data Science and Management programs for working professionals have great pedigree with tie-ups with institutions like IIIT Bangalore, IIT Madras, and Deakin Business School. To make this resonate culturally, we borrowed from culture – work/corporate culture to be specific. We uncovered a very rich insight – in organisations, those who’re not good enough to find other means to rise. We built our proposition around this insight. What was even more challenging was to find a way to execute this in a lockdown – so what you’ll see, are Indian-origin actors from the UK, performing in an office in Estonia, being remotely directed from a villa in Goa. The clients at UpGrad have to be complimented for believing,”

     

     

  • To build awareness, Lowe Lintas launched a national campaign leading with television, on channels of Zee Network last week

    Lowe Lintas launches new awareness campaign to promote tech platform Kaam Wapasi

    By A Correspondent

     

    Addressing the nationwide clarion call to reintegrate the displaced migrant workers with the economy, Lowe Lintas has announced the launch of Kaam Wapasi, a unique tech platform. It helps migrant workers return to work and simultaneously assists employers with access to a pool of skilled and unskilled blue-collared manpower. To build awareness, Lowe Lintas launched a national campaign leading with television, on channels of Zee Network last week.

     

    Commenting on the initiative, Prateek Bhardwaj, CCO at Lowe Lintas, said: “What does a job in hand mean to a migrant worker returning to the city? It means being able to return with dignity, self-respect and a sense of control over one’s destiny. That’s what Kaamwapasi is about. That’s what our campaign is about. Working around the simple idea of ‘Kaam hai to jahaan hai’, we’re urging migrants to return with clarity and confidence.”