MxMIndia

Category: PRODUCTS

  • It has been conceptualised by Creativeland Asia

    Godrej No 1 unveils new TVC

    By A Correspondent

     

    Godrej No 1 from Godrej Consumer Products Limited (GCPL) has unveiled its latest TVC for its sandal and turmeric variant. It has been conceptualised by Creativeland Asia.

     

    Speaking about the campaign, Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited (GCPL) said: “Today, Godrej No. 1 is amongst the highest-selling soap brand, committed to offer the best bathing experience. Godrej No.1 offers ‘nature’s way to beauty’ with carefully chosen natural ingredients. Our new TVC campaign is to further build Godrej No. 1 as a beauty brand that helps in enhancing the natural beauty with Sandal, Turmeric and ¾ natural ingredients. Conceptualized in the current context, the TVC emphasizes that one can achieve natural beauty and skin care in the simplest way with Godrej No.1 while dealing with work and personal life commitments.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia, on the new TVC: “For women who are busy juggling between work and home, the bath is often the only beauty regimen. And the soap is the only beauty product they use. Godrej No.1, made of 3/4 natural ingredients, is their ally, promising the ultimate sign of beauty – glowing skin. This film continues the legacy of stories the brand has told over the years. It’s a story of love. A story of a mesmerized husband wanting to know what keeps his wife glowingly beautiful despite all the work she does. Our earlier stories depicted women who were busy with chores at home. This time around, we’ve reflected the fact that a large number of women are also going to work or running their own small businesses, etc., while also managing the home.”

     

     

  • It’s co-created by Ananya Panday in a campaign by Lowe Lintas

    Fastrack launches Ruffles collection with an ad

    By A Correspondent

     

    Fastrack has recently launched its new Ruffles collection, also co-created by actor Ananya Panday. To promote this latest collection, Lowe Lintas has conceived a campaign featuring Ananya.

     

    Said Ayushman Chiranewala, Marketing Head, Fastrack: “With a successful launch of Fitouts, the first collection under Fastrack x Ananya Panday collaboration, Fastrack is all set on its fashion journey with a second launch – The Ruffles. The Gen Z’s of today have many varied facets in their personality, and we’re making products that will appeal to them all. The fit outs collection was meant for the fun and quirky girl, while Ruffles will touch a chord with those unconventional divas. This exciting new film and our stylish product designs aim to change the definition of a typical diva and encourage them to run the show on their own terms and be their authentic self even if it means ruffling some feathers along the way.”

     

    Talking about the campaign, Puneet Kapoor, Regional Creative Officer, Lowe Lintas added: “The Fastrack Ruffles collection is one of the most drool-worthy and beautifully designed collection sure to make heads turn. The bold and cutting-edge designs find an equally bold expression in the attitude and idiosyncrasies of a new age diva like Ananya Panday. It’s a fun collaboration of writing and filmmaking between the Lowe Bangalore team and Catnip films”

     

    Commenting on the idea, Ananya Panday said: “I’m really excited to introduce the latest, chic and very versatile all-new collection, Fastrack Ruffles. It has been designed to make a bold statement with a sophisticated and elegant flavour to it. This one is perfect for the girls who revel in the spotlight and don’t care how many feathers they ruffle. I love it and look forward to ruffling the world, together along with the divas out there!”

     

     

  • It shows learning as an enjoyable experience

    Vedantu’s new ad stars Aamir Khan

    By A Correspondent

     

    Vedantu, India’s second most valued EdTech startup and a pioneer in the live online tutoring platform has named Bollywood actor, director and filmmaker Aamir Khan for its new ad campaign.

     

    With the tagline, “Samaj Aayega Maza Ayega, Maza Ayega Samajh Ayega” the six-film series conceptualised by The Script Room conveys the effortlessness of live online learning offered by Vedantu. The films are directed by Prasoon Pandey.

     

    Said Shivani Suri, Chief Marketing Officer, Vedantu: “We aim to establish Vedantu synonymous to LIVE learning and revolutionize the online education in India through holistic experiences that foster effective learning. Our campaign is focused on reaching out to parents to address their valid concerns with respect to online learning through a series of very relatable films, which will resonate with them. Aamir Khan as a brand ambassador perfectly embodies the role of an involved parent while bringing his own charm to the character. The tagline itself is well thought of articulation of our brand promise and the learning experience.”

     

    According to Rajesh Ramaswamy (Ramsam), Co-founder, The Script Room: “This was a great opportunity for us. This category is new and exciting. Almost every parent is coping and curious about this new way of education. It was important at this stage to highlight a lot of aspects on online education. So, we had to find an interesting way of using Aamir. Our idea was to convert all the fantastic features and benefits of Vedantu into interesting slice-of-life stories, rooted in some fundamental, easy-to-relate contexts. In fact, everyone including the Vedantu team, Prasoon and Aamir too were more like partners and collaborators on this project. We had a blast making this. It’s a joy to see Prasoon and Aamir together. So enthusiastic and full of ideas.”

     

     

  • Agency to go beyond traditional creative agency duties to create a 'Connected Consumer Experience'

    Dell chooses VMLY&R as lead creative agency

    By A Correspondent

     

    Dell has appointed VMLY&R as its lead creative agency in India for both the Consumer and Small business portfolio. The mandate was won after a keenly contested pitch.

     

    As the lead agency, VMLY&R will go beyond traditional creative agency duties to create an overarching Connected Consumer Experience for Dell, which will span the entire width from mainline, digital & social communications, platforms & experiences and data, notes a communique.

     

    Ritu Gupta

    Commenting on the appointment, Ritu Gupta, Director- Marketing, Dell said: “With the evolved customer journey and changing purchase behaviour it was important to select the agency that brings capabilities in elevating connected consumer experience.”

     

     

    Anil K Nair

    Added Anil K Nair, Chief Executive Officer, VMLY&R India: “We live in an ever-evolving world, where decades of digital adoption has now been compressed into a few months. It poses a great opportunity for an iconic brand like Dell to be portal; connecting them to various aspects of their lives and they get to live, learn, walk and play. The mandate for VMLY&R India is to think beyond the obvious and focus on a superior and seamless customer experience.”

     

    VMLY&R handles the Dell Technologies brand globally, in a multi-faceted relationship that includes brand strategy and creative, martech, customer experiences, social strategy/content, and thought leadership.

     

     

  • The mandate is that for the digital transformation mandate for the Organic Tattva Group

    Langoor Havas bags mandate for Organic Tattva

    By A Correspondent

     

    Langoor Havas, a digital agency that’s part of the Havas group, has won the digital transformation mandate for the Organic Tattva Group, a leading brand offering Organic food.

     

    Said Venugopal Ganganna, Chief Executive Officer, Langoor Havas: “This is a terrific win for us. Organic Tattva is a category leader, with over 200+ products. With our deep platform thinking capabilities and experience in marrying data, creative, and technology, we are looking forward to transforming the brand. We have a unique strategy in place, and we are very excited to get started on it.”

     

    Added Rohit Mehrotra and Kriti Mehrotra, Founders of Organic Tattva: “Our brand promise and connection to consumers is now going to extend to the digital world and we found a perfect partner in Langoor Havas to ideate and co-create this journey with us. We look forward to taking this journey to new heights by leveraging the integrated data, design, and digital marketing capabilities of Langoor Havas.”

     

     

  • A syndicated study that captures information on actual purchases of the festive season

    Hansa Research launches ‘Festive Monitor 2020’

    By A Correspondent

     

    Hansa Research has unveiled Festive Monitor 2020, a part of the Hansa syndicated product suite, that it says,  captures information on actual purchases of the festive season.

     

    Anjan Ghosh

    Said Anjan Ghosh – Senior Vice President, Hansa Research: “Buying Online, Digital Payments, Contact-less Delivery … terms that connoted a matter of choice for the customer have now become indispensable. As consumers are spoilt for choice with numerous options available online, the service standards are expected to be superlative

     

    Today’s discerning consumers are unwilling to accept anything short of the very best. Errors like half-hearted customer service; repeated out-of-stock notices and most importantly, delayed deliveries, are not at all acceptable. Adjusting to the demands of the pandemic, a large chunk of consumers migrated on to digital platforms and increasingly prefer to shift the entire purchase cycle online. Measures like social distancing norms have accelerated the transition of consumers from offline to online payments. Brands are also refactoring promotional schedules to give the impression of a longer festive season. Moreover, personalised promotions through better storytelling, is also picking up, to attract consumers. These are the top trends in the market that’s helping it survive and bring back its finances to a state of equilibrium, notes a communique.

     

    On the market sentiment from the brand’s perspective, Ghosh added: “During Raksha Bandhan, we witnessed the early signs of consumer demand picking up. Brands are expecting this demand to surge in the festive season, and are trying to come up with innovative solutions to reach out to their customers. The 2020 festive season is going to be like never before for both consumers and businesses. It is only a matter of time before we find out how this festive season pans out for everybody. However, with all these endeavors, businesses can still keep their hopes high and continue to work towards the best possible outcomes.”

     

     

  • It’s titled ‘Nazar Ghati, Durghatna Ghati'

    Lenskart campaign around IPL

    By A Correspondent

     

    Picking on the pulse of cricket lovers and enthusiasts, Lenskart.com has unveiled its new campaign ‘Nazar Ghati, Durghatna Ghati’.

     

    Commenting on the new TVC and product offering, Hitesh Malhotra, Chief Marketing Officer, Lenskart.com said: “We have always connected with our fans through Authentic, credible communication but keeping it light and fun. For our fans watching IPL, who we absolutely want to indulge themselves and enjoy the game in spite of the extended hours of Viewing, the campaign will serve us a quirky reminder to team up with Blu, that shall make for Safer, easy going viewing. The campaign has received an overwhelming response from our fans & patrons and our passion for Innovation in Vision stands vindicated.”

     

     

  • Ropes in erstwhile Indian cricket player for the digital ads

    Canara HSBC OBC Life campaign with Sanjay Manjrekar

    By A Correspondent

     

    Canara HSBC Oriental Bank of Commerce Life Insurance has announced the launch of a brand-new digital campaign- ‘#DependOnInsurance. The A series of five videos will be launched on regular intervals of 7-10 days on all social media handles of Canara HSBC OBC Life Insurance during IPL season 2020.

     

    Commenting on the digital campaign, Tarannum Hasib, Chief Distribution Officer, Canara HSBC OBC Life Insurance, said: “In these tough times of COVID-19 pandemic, IPL brings a sense of breather for masses. People are seeking solutions that are dependable; those that keep them secure and give a guarantee of protection. We wanted to create a campaign which reiterates that insurance is the most dependable solution at all times and Canara HSBC OBC Life Insurance is the dependable insurance company which has been fulfilling promises of over 4.5 million customers. And cricket was the best analogy we could use, as there are so many lessons from the game that apply to real life. Dependence on insurance could be well understood and illustrated by a dependable player and that is why we have Sanjay Manjrekar as the face of our campaign.”

     

    Added Parul Ohri, Creative Director, Mompresso:  “The stories and storytelling lies at the heart of the series. For the storytelling, we couldn’t have found a better host than Sanjay Manjrekar with his thorough understanding of the game – both as a player and as a commentator As for the stories, it was a long and careful process to sift through thousands of memorable match moments and shortlist just five. But guided by Manjrekar and his wonderful insights of what goes on during those high-pressure situations, we found the perfect stories of dependable cricket legends who kept their promise to their team and country. While the stories are about cricket, they have an important life lesson about the need for dependability and is a spontaneous tie into the dependability of life insurance.”

     

     

  • The campaign is titled #SapnoPeKoiLockdownNahiHota

    Kotak Mutual launches digital campaign

    By A Correspondent

     

    Kotak Mahindra Asset Management Company (Kotak Mutual Fund) has announced the launch of its digital campaign #SapnoPeKoiLockdownNahiHota – there can be no lockdown on dreams.

     

    Said Kinjal Shah, Head – Digital Business & Marketing, Kotak Mahindra Asset Management: “After our award-winning “Talk to Mr SIP” campaign, #SapnoPeKoiLockdownNahiHota is a unique investor education initiative to help consumers plan their future even more meticulously in the new normal. The core idea behind the campaign is that nothing – not even a deadly novel coronavirus pandemic – COVID-19 that has crushed lives and livelihood globally, should pause financial planning exercise. With ‘Lets Plan’, our endeavour is to empower the investor with the tools and information that they need to plan their future with the proven power of SIP.”

     

    The campaign has been conceptualised by Hyper Connect. Added Kiran Khadke, Co-founder & Creative Head, Hyper Connect: “Dreams are free, they make one believe in possibilities. We picked up this fundamental insight and married it to the core of an SIP, and the campaign was born. The video establishes this narrative and the content series helps new and existing investors plan their dreams meticulously with the help of intuitive calculators.”

     

  • One never knows with religious symbols what could trigger a backlash, writes Sanjeev Kotnala

    Jack makes it Count as Ikea offends Zed

     

    By Sanjeev Kotnala

     

    There must be something in the drink that the liquor companies keep coming back with these insightful and motivational campaigns. No, I do not doubt what stiff drink can do to you, but wonder if the creative team is high on the same brand they are selling. Now the ‘Make it Count’ campaign by Energy BBDO for the brand Jack Daniel asks you to ‘Do what you always wanted to do’. It is something any person who has ever hand a drink will empathise with.

     

    We all know, a drink definitely is a facilitator for such acts. My friend Vermajee, the highly respected brand and marketing consultant, is in absolute awe of these copywriters who find new genuine ways to express the same feelings and emotions.

     

    The brand spokesperson wants us to believe that the campaign reflects the bold spirit of the founder, ‘Mr Jack’ by inspiring the audience to do something they always wanted to do. One may doubt the first part, but the second part is absolute truth, ask anyone who has had enough.

     

    When you do ‘What you always wanted to do but for some reason never did’, you do feel great. The question is, does it count? No, and that’s why the brand says ‘make it count’ by cutting across the most common denominator. After all, the brand is proudly served in fine establishments and questionable joints.” ”

     

    DOING WHAT YOU ALWAYS WANTED. MAKING IT COUNT

    The act of throwing the phone into water, or the caddy taking the shot or someone silly on the nth drink calling for the drink on him. I am a bit confused on this ‘Make it count’. At the same time, I understand ‘What you always wanted to do,’ And if this is the kind of things Jack Daniel drinkers, first time or otherwise want to do, well the drink must get off my bar.

    You know what the spokesman is drinking when he says, “The values of Jack Daniel resonant around the world and translate beyond our whiskey-making into something with larger cultural impact.”

    In the  Campaign article, the spokesperson says, “Make It Count is a simple articulation of living boldly and making the most of every moment.” Wonderful- Give him another drink.

     

    IMPULSIVE ACT DOES NOT COUNT

     

    Vermajee had a classical rejoinder. It does not count, if doing what you wanted to do, and doing it boldly is an answer to the trapped impulsive urge. It only counts in life, when it is a result of a thought out, open-eyed conscious act. And for a change, I think he is bang on.

     

    INDIA CAMPAIGN

     

    Verma saw the short clip of ad in Spanish and read somewhere that the campaign footprint covered India. He laughed and then told me, he was thinking of possible regional versions, in case Jack Daniel decides to do a Punjabi, Marathi and Bengali version. Moreover, he wanted to know if it will be Jack Daniel soda, cut glasses, adventure trips or condoms- that will make it count.

    The above is inspired by the article in Campaign India and facilitated by three rounds of Antiquity Blue topped with soda over Mangalorean Namkeen Mixture of Namkeen. I never liked JD, and I have a polarised taste- so though I would love my Black Label or Teachers I would enjoy my Old Monk more, and in Punjab, it is always VAT69.

     

    IKEA OFFENDS ZED NOT HINDUISM

     

    We are trapped. We have highly sensitive and insecure religious groups, or someone is pulling a fast one. The recent advertisement of Ikea in Australia that incorporates yoga  postures must have been watched more after the client decided to not-promote if. Oh, it is available on YouTube.

     

    It seems that someone called ‘Universal Society of Hinduism’ objected on Ikea trivialising yoga  and the company apologised. It further clarified that the yoga ad was unpromoted on social media, and Ikea Retail Australia will not re-activate it.

     

    Wow no withdrawal, just unpromoted! And ‘Universal Society of Hinduism’ thanked IKEA, urging them to completely withdraw. And then everyone goes home happy having averted a crisis.

     

    I fail to understand how the use of Yoga offends Hindu Sentiment. No sentiment was hurt with the commercialisation of the path to god in Hot Yoga, Beer Yoga and even Bikram Yoga. And even the movie PK did not offend.

     

    UNIVERSAL SOCIETY OF HINDUISM AND SOMEONE CALLED RAJAN ZED

     

    Universal Society Of Hinduism ( USofH) started in the mind of Hindu statesman, Rajan Zed one who claims to represents Hindus. His claim to fame, offering Hindu prayers before 17 other legislative bodies, including in Nevada, California, New Mexico, Arizona, Utah and Alaska and campaigning against the commodification of Hinduism and Hindu symbols in American culture.

     

    His campaigned causes list is long. It included a campaign against the use of the image of Lord Ganesha on an outdoor store’s yoga mat towel. Against Virginia brewery for naming a Spanish milk stout Hanuman. Against the use of Ganesha image on urban Outfitters duvet product. Against Converse shoes using Hindu deity pictures on shoes. Against the use of Lakshmi and Ganesha symbols on Gold Gambling slot machine. Against Amazon on for the use of Hindu deity pictures on leggings. And against Adidas Holi shoes. I don’t know what was so offending in case of the Adidas shoe called ‘Hu Holi’ with faded coloured canvass.

     

    You must give to him for his efforts and consistency but with no organisational members does he represent Hindu or Hinduism. Its Facebook page updated until 2013 has less than 2000 people liking it. When the NewsMinute site says that Using religion to gain popularity and single-handedly making it a phenomenon is something that can be learnt from Rajan Zed. Or maybe, not. You tend to agree. Rajen Zed has properly positioned himself well enough to be heard and acted upon.

     

    USofH is a nondenominational religious-philosophical-cultural-educational organisation ( wow) was established in 2011 headquartered in Reno, Nevada. Its objective Mission and Vision include providing worldwide Hindu identity, enhance understanding of Hinduism, spiritual renewal, and to foster interreligious dialogue along with having friendly relations with non-Hindu communities. That’s what the sketchily put website of USofH tells you.

     

    IKEA NON OBJECTIONABLE YOGA AD

    Here are some screen grabs from the Ikea Australia Retail Yoga promo DVC in case Ikea really withdraws it completely. Throughout the clip, a woman is working out against a blue background. She is doing a guided yoga session and holds a specific yoga pose. When she does that, products similar to posture framework appear on one side of the screen. That’s it. Harmless.

    I do not know what is offending in it?

    I would like you to tell me if I am missing something and how is this offending?

    One never knows with religious symbols what could trigger a backlash. It usually is something best to be avoided. However, that is escapism. Time we stop corporates to be held ransom to irrelevant objections from people who are trying to hijack representation.

     

    I say so without help from Jack Daniel, Antiquity, Teachers or Old Monk.
    Because only thought out open-eyed conscious decisions count.  

     

     

    Sanjeev Kotnala is a senior marketing and business strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal

  • The Indian Institute of Human Brands (IIHB) ran a telephonic survey on Sunday, October 4 reaching out to 892 respondents during the day to check out recall of brands, their celebrities and their messaging

    Byju tops on IPL ads recall. Dhoni, Kohi most recalled celebs: IIHB study

    By A Correspondent

     

    Byju’s was the most spontaneously recalled brand on the IPL last weekend as MS Dhoni had the highest spontaneous recall as a celebrity endorser. The Indian Institute of Human Brands (IIHB) ran a telephonic survey on Sunday, October 4 reaching out to 892 respondents during the day to check out recall of brands, their celebrities and their messaging. There were 41% female respondents, ad 59% male. All respondents were between 15 to 35 years.

     

    So while Byju’s was the most spontaneously recalled brand on the IPL last weekend, its celebrity endorser Shah Rukh Khan trailed behind other celebrities who were more visible, hence more recalled. Dream 11 was at No 2 with multiple endorsers.

     

    Swiggy, Thar, UpGrad and Altroz ranked highest amongst brands that did not use a celebrity. VI was not spontaneously recalled, notes the study.

     

    MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at #3; Ayushmann Khurrana at #4.

     

    Said Dr Sandeep Goyal, Chief Mentor of the IIHB: “So far in the IPL, MS Dhoni is the biggest celebrity. Virat Kohli trails. However, it is surprising that Shahrukh Khan has not done as well as the brand, BYJUs, that he represents. Aamir, though supported by much lesser media weightages, is a better performing celebrity this season at IPL. Non-celebrity brands have done well too. Swiggy, Thar, UpGrad, Altroz, Lenskart, MG Gloster, Facebook, Amazon, Kellogg’s, cricket.com, and VI were mentioned in significant measure by respondents. PhonePe and Swiggy were rated as the best ads of the ones on the IPL. But, the feedback on qualitative goodness was inadequate and is mentioned here only as part of data received by default.”

     

     

  • Vanish creates an AR-based digital experience with Avataar.Me for its consumers

    Vanish launches new campaign to give ‘Dry Clean Like results’

    By A Correspondent

     

    Stain remover brand Vanish has joined hands with Avataar.Me to create an Augmented Reality experience for its consumers. The brand has also launched its new campaign showcasing Vanish’s revolutionary formulation while highlighting ‘dry clean like results at home’.

     

    Commenting on the campaign launch, Sukhleen Aneja, CMO & Marketing Director, RB Hygiene- South Asia said:  “Consumer needs and demands evolve especially as they adjust to the new normal. Vanish with its revolutionary formulation provides ‘Dry clean like results at home’ by whitening, brightening and removing stains. This is a perfect solution for consumers who can take care of their everyday clothing and make their clothes last longer while looking brighter and whiter. We are also delighted to partner with Avataar.Me to bring a first of its kind immersive demo experience to our consumers in real time. This Digital immersion which will go live next month helps us reach out to our Gen-Z and millennial online audiences who are looking for the perfect solution for all their garment woes.”

     

    Added Ravinder Siwach, Creative Director, Havas Media: “Indians have become more fashion forward and conscious about taking care of their everyday clothing. The live demo approach in the TVC is deliberate because it brings to life consumer’s garment woes and addresses their concerns first-hand.”