MxMIndia

Category: PRODUCTS

  • The Piramal-owned skincare brand has unveiled a digital campaign by BBDO India

    BBDO India’s #WFHFace for Lacto Calamine

    By A Correspondent

     

    Piramal’s skincare brand Lacto Calamine has got BBDO India to create a digital campaign around Work From Home skincare hashtagged #WFHFace.

     

    Said a Piramal spokesperson: “Covid-19 has pushed us to look at skin care from a ‘back to basics lens’. Earlier, cosmetics were set to be the market leaders but with work from home becoming the new normal, there is an innate need to groom well but not ‘over do’ it. With our philosophy of “Doing Well and Doing Good” where our aspirations are always backed by purpose, we embarked on our contextual Piramal’s #WFHface Lacto Calamine campaign with our marquee product Lacto calamine for our customers to take better care of their oily skin”.

     

    Added Hemant Shringy, Chief Creative Officer, BBDO India: “The ‘new normal’ has had a great impact on the beauty category. Faces are either behind closed doors or behind masks. But a skin care product like Piramal’s Lacto Calamine is hugely relevant even now. Which is why when Shruthi, (the Senior Creative Director on the brand) shared the idea of ‘WFH Face’ we fell in love with it. It’s so real. And even the execution – every single word of the narrative, the cast, the nuances are refreshingly relatable”

     

     

  • Led out of Bengaluru, Essence’s scope of work includes media planning, media activation and content innovation

    Essence wins integrated media mandate for jewellery brand Melorra

    By A Correspondent

     

    Essence, GroupM’s data and measurement-driven media agency, has been awarded integrated media agency of record duties for jewellery brand Melorra in India. Led out of Bengaluru, Essence’s scope of work includes media planning, media activation and content innovation.

     

    Said Saroja Yeramilli, Founder and CEO, Melorra: “Melorra is well-poised to address the growing demand in the daily wear and lightweight jewellery segment. Having built a strong foundation as we seek to expand our customer base, we were looking for a media agency partner who has a deep appreciation for data and key metrics that drive a direct-to-consumer business like ours. Essence was able to amply demonstrate this and more, and we are happy to have the team on board as a partner in our growth,”

     

    Added Anand Chakravarthy, Managing Director, India, Essence: “Melorra is a progressive brand in an exciting category. The lightweight jewellery space is set for tremendous growth, as we see more women from across India opting for such jewellery. Melorra is at the forefront of maximising this opportunity with its wide range of fashionable jewellery for everyday wear. The smart use of data signals, analytics and creativity combined is essential to driving acquisition for Melorra – this is one of Essence’s key areas of expertise and we are looking forward to helping accelerate business growth for Melorra,”

     

     

  • The campaign is titled 'Asian Paints Sharad Shamman'

    Ogilvy paints Pujo in a new light

    By A Correspondent

     

    With the threat of a viral pandemic still looming large, people are unsure how to enjoy the myriad Durga Pujo celebrations and go pandal-hopping this year. And hence the campaign ‘Asian Paints Sharad Shamman’.

     

    Said Sujoy Roy, Executive Creative Director, Ogilvy Kolkata: “Every year, Asian Paints Sharad Shamman adds to the Pujo pallette in different ways. This year, we have tried to capture how colours can bring Pujo home, through the story of a little girl celebrating Pujo with her family. As a brand of colours, Asian Paints has brought Durga home in a way that is as unconventional as it is relatable.”

     

    Added Amit Syngle, MD and CEO, Asian Paints Limited: “Asian Paints Sharad Shamman and Durga Pujo go hand in hand. It is a tradition etched in the heart of Kolkatta since 1985. Hence, we know the value of celebration that revolves around the homecoming of Goddess Durga, the daughter of Bengal. Therefore, this year when people thought Sharadiya will look and feel different, we launched a new film to reinstate the fact that with Asian Paints Sharad Shamman, Pujo is wherever you are. Just as elaborate decorations enhance the beauty of a pandal, Asian Paints adds life and color to homes and celebrations. The video also beautifully captures the family using different Asian Paints products in every part of their home during the festive makeover and pujo celebrations.”

     

     

  • Dollar Industries has unveiled a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy

    Dollar launches new TVC campaigns for the festive season

     

    By A Correspondent

     

    Dollar Industries has unveiled a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy.

     

    Post a brand architecture exercise led by LinConsult, the strategic consulting division of Mullen Lowe Lintas Group, this campaign was developed by Lowe Lintas Kolkata.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited:  “We have expanded the Bigboss portfolio to include not just innerwear but also athleisure, gym wear and casuals for men. With our decade long association with Akshay Kumar, our brand has witnessed a 3x times growth. Coming to Dollar Missy, for women, armed with an enviable range of womenswear, we felt it was time for us to break old-standing beliefs as well. Our festive collection consists of 102 colors to choose from. The leggings cater to various occasions and are a perfect fit for the women across various leagues of life.”

     

    Speaking on the idea behind the two campaigns, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “Fit Hai Boss as a tagline has always worked wonders for Dollar Bigboss and this time around we have used the phrase to develop a plot which is futuristic but at the same time it delivers a key message – Bigboss can’t be cloned. This imagery goes hand-in-hand with the newly created Dollar brand identity which speaks of the modern times, the science and innovation involved. Akshay is a brilliant actor who pulls off the film with flying colours. With regards to Missy, the concept was derived from the product itself. These easy-to-slip-on legwear are meant for a wide variety of occasions and uses and lends itself perfectly to the idea that today’s multi-tasking woman is game for #SpeedDressing.”

     

    Both the commercials have been directed by adfilm-maker, Shiven Surendranath.

     

     

  • Sanjeev Kotnala on the Tanishq and the controversy around it. "I find nothing wrong with the ad… In fact, I find it a decently good ad," he writes

    Intent does not count in a troll-defined world

     

    By Sanjeev Kotnala

     

    For me, the  Tanisq Ekatvan (Unity or Oneness with Divine Consciousness) advertisement appeared first in a WhatsApp group. A group that is reasonably levelheaded. The post read, “https://youtu.be/t3dJtFoVWWM,  the trolls have got this ad pulled off the air. Let’s spread it as widely as possible.

     

    What do you think happened next? 

    We did not ask why the ad should be spread widely? However, eight of us saw it in the next 2 minutes and started discussing the advertisement, the story, the trolls and the brand. It is safe to presume that this must have happened across a hundred and thousands of WhatsApp groups. Keep this thought parked at the back of your head.

     

    Tanishq Ekatvan Content

    The story of a Hindu girl marrying into a Muslin family. The Muslim family adopting one of the Hindu rituals to see their daughter-in-law smiling. A thought of unity, inclusiveness and togetherness. However, the big political trolls saw it otherwise—an opportunity to keep alive the hatred and polarised emotions.

    It was trolled to such an extent that the Tanishq took it off from their official digital platforms. Maybe the nearness to the festival season influenced the hasty decision of bowing to the trolls. Being a commercial entity, it made sense. But there are other things that, according to my dear friend and a familiar person, the Consultant Vermajee thinks makes no sense. I am surprised, how most of us, the myopic in-sighters lose the sight of sinister possibilities that the Trolls can expertly visualise.

    Somewhere someone commented on the Tanishq ad. The person said, ‘the Hindu Trolls should understand that it is the Muslim family, which is adapting to the Hindu Rituals, they should be happy’. However, a large section of voice on the social platforms challenged brand Tanishq to do the same communication with the roles reversed. A Muslim Girl Marrying into a Hindu family and the family adopting a Muslim ritual for her. Well, one can anticipate how bad the backlash could be. I am sure, no smarty at the client-side considered such a possibility.

     

     

    Personally, I find nothing wrong with the ad. In fact, I find it a decently good ad.

     

    Why Integration Is Tough.

    The buzz on social platforms will make us believe that no one wants to see a better tomorrow. No one wants re-integration of regions and religions. Unfortunately, we seem to be trained now to see ulterior motives in everything positive. Maybe the current situations make us believe the impossibility of the task. In the process, we are creating our cocoons. We are alienating ourselves. We believe the hatred-filled narrative presented to us on the social and political platforms and Toxic channels.

     

    Some Voices.

    I like the same voices on twitter. @RosheeLc tweet’s, “It’s unfortunate that a creative ad of the Tanishq brand is pulled out just because it is distasteful to a particular section of the society. The basic premise to launch any ad should be to target the heterogeneous audience that endorses its belief system and sees value in it”.

    @Ambimpg says, “This is a wonderful ad. I said so in a media interview. But trolls being trolls.. @TanishqJewelry has withdrawn the ad. Maybe Diwali season is too close for comfort”.

    A voice not held in high esteem by me, Chetan Bhagat tries to take a high stand without evaluating a business decision. He tweets, “As a TATA group company, expected #Tanishq to be fairer and braver. If you have done nothing wrong, if you have shown something beautiful about our country, don’t get bullied. Be Indian.

    Be strong”. A voice @Srimatesh tells Chetan, “Absolutely. And it takes a real spine to own up a goof-up which they promptly did. Kudos #TanishqEkatvam #TanishqJewelry #TanishqAd”

     

    Absolutely. And it takes real spine to own up a goof-up which they promptly did. Kudos #TanishqEkatvam #TanishqJewelry #TanishqAd

    — श्री ಶ್ರೀ ?? (@srimatesh) October 13, 2020

     

    And I am appalled by a voice that I respected now acting silly. Kangana Ranaut tweeted, “As Hindus, we need to be absolutely conscious of what these creative terrorists are injecting into our subconscious, we must scrutinise, debate and evaluate what is the outcome of any perception that is fed to us, this is the only way to save our civilisation #tanishq“. And the tweet was running with thousands of likes!

     

    This advert is wrong on many levels, Hindu bahu is living with the family for significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries?This advert does not only promote love-jihad but also sexism #tanishq

    — Kangana Ranaut (@KanganaTeam) October 13, 2020

     

    Social platforms will make us believe that more people are against the advertisement. It will tell us that the highly polarised voices are getting appreciated. It is definitely a sad state of affairs.

     

    Consultant Vermajee Debates

    Tanishq is a big brand and a Tata company. It must be having decent-sized agencies on its roll. The agencies must be alive to the current situation on the ground. They must know the prevailing sentiments that the minority in the majority and the majority in the minority have against each other.

    In such times, how could the agency be so blind, as to propose such a goody-goody- we-all-are-same-blood-Hindustani inclusive communication. Unless it was a strategic call. Unless the brand expected to be trolled for it. Unless the brand believed, trolling will give them more eyeballs than a typical media investment can. Unless they think, the buying decision of the people who can afford Tansihq will not be impacted by the trolls.

    With such a communication, the client-agency teams would have done scenario building and planned their defence and an honourable escape.

    If the agency failed to advise the client to take an open-eyed conscious decision and have a backlash management plan ready. In that case, they should not hold their position. What was their Consultant doing? Talking of being hyperopia with a myopic skew.

    Dinesh Gopalan a friend and IIM-A batchmate puts it in the right perspective. He says, “love jihad is real. Excessive political correctness is not good. It is good to call a spade a spade. The ad needs to be taken down.”. It is a point-of-view that Vermajee and I may not wholly agree with. We like a true Consultant would add, “if you do this as a part of an open-eyed decision, then be willingly stand up for your right and don’t take the advertisement off”.

     

    The Question Remains.

    Till when will the freedom of expression be denied to the advertising profession. When will we ensure that polarised voices do not pressurise business entities to withdraw their communication? Something so harmless; unless seen with polarised eyes and mind. Till when will the creative expression and storytelling need to be watered to be politically and socially acceptable to every Tom-$@&# and Harry.

     

    Should We Get Back To Storyboard Approval?

    I worked in the only-Doordarshan era. The period when we would submit a storyboard for approval. No one shot without approval. No one knew what could be objected to. Invariably the approved storyboard would come to the rescue if any objections were raised later-on.

    It seems we need a communication approving body with members representing regions, religions, caste and professions which would approve the script. And even that may not be a complete assurance for any objection on a later date but will be better than the state of anarchy we face today. I don’t see it as sarcasm or a retro mindset. What we are doing is retro.

     

    PostScript.

    Someone said- if only Tanishq could have added at the end- Jago Re Jago Hindu Jago re. And it really summed up the picture.

     

     

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

     

  • The campaign has been created by Rakesh Hinduja’s yet-to-be-launched outfit

    Kiddopia unveils ‘Learning Ka New Tareeka’ for preschoolers in new campaign

    By A Correspondent

     

    Kiddopia, a learning product for preschoolers, is now being launched in India.

     

    Kiddopia is a COPPA-certified by kidSAFE and has an integrative learning approach with curriculum-linked math, language skills, general knowledge, creativity and roleplaying, and social environmental learning. It engages kids with interesting characters and interactive gameplay while being educative. The campaign has been created by Rakesh Hinduja’s yet-to-be-launched outfit.

     

    Speaking about the campaign, Anshu Dhanuka, Co-Founder, Kiddopia said:  “Kiddopia is a culmination of intense passion to make meaningful content for kids, which will not only delight them but also bring educational value in the lives of young learners for their all-round holistic development. Saurabh, Rakesh and team have brought out our intent to life beautifully. I’m sure parents will resonate with the campaign and be excited to give Kiddopia a try.”

     

    Added Rakesh Hinduja: “For us, the work always comes first. Kiddopia is a great product with a compelling story, and our job was to come in with a robust understanding of the parenting mindset. Parents love tracking and seeing their kids’ progress; it is no longer about that annual report card but about seeing your child grow every day. Our campaign is about everyday pleasant surprises in this parenting journey.”

     

     

  • Havas CX brings together 1200+ specialists in digital transformation, eCommerce, customer experience design and customer acquisition and engagement under one collaborative umbrella brand

    Havas establishes customer experience network

    By A Correspondent

     

    Havas Creative has launched Havas CX – a new, international network dedicated to delivering “meaningful brand experiences” across the entire customer journey. It brings together more than 1200 people from 20 of Havas Creative’s global agency groups and local agencies, plus additional CX specialists from across the Havas network, under a common structure, governance, methodology and mission.

     

    Havas CX will span 18 major Havas offices (called Havas Villages) around the world, with key hubs in Mumbai, London, Paris and New York. It brings together global agency groups including ekino (digital transformation), BETC FullSix (customer experience), Havas helia (customer engagement) and award-winning leaders in their markets including Plastic Havas, Langoor, Boondoggle, Gate One, Think Design, Host/Havas, Project House and Intellignos.

     

    Said Yannick Bolloré, Chairman and CEO Havas Group: “Having pursued an acquisition strategy of cutting-edge agencies in the customer engagement space over recent years, we feel the time is right to unify our agencies under one joined-up, global network brand. In Havas CX, we believe we have the most comprehensive customer engagement proposition the industry has to offer – and it’s one we intend to continue to strengthen by hiring top talent and making further best-in-class acquisitions.”

     

    Added Chris Hirst, Global CEO of Havas Creative: “Today customer experience is the bedrock on which a brand is built – indeed, the majority of a consumer’s experience of any brand won’t be through above-the-line advertising, but their personal interactions with it. As technology advances almost any conceivable purchase is just a couple of clicks away and the opportunities for brands to get it right, or wrong, are manifold. CX is the new battle ground – and the brands that get it right will win, and those that don’t will lose; it’s as simple as that. Now is the right time to be overt in our commitment to the one discipline that today underpins all others by bringing our 1200-plus specialists into a single brand. With our integrated village model and our proprietary consumer insights, the Havas CX Network will significantly extend the power and capability of our offer.”

     

     

  • …and its extensions. Also unveils #CommittedToPurity campaign

    Havas Creative bags mandate for Dabur Honey…

    By A Correspondent

     

    Dabur Honey has awarded its creative communication mandate to Havas Creative. As part of the mandate, Havas will be handling the creative duties for Dabur Honey and all its extensions. The account was won following a rigorous multi-agency pitch. The business will be managed out of the agency’s Delhi office.

     

    The agency kickstarts the brand’s journey with a TVC with the messaing of ‘Not every honey brand has the right to be called honey.’

     

    Said Kunal Sharma, Category Head, Dabur India: “We are excited to have Havas on board as our creative partner. Their understanding of our market and our consumers was impressive, and we found their work creatively very exciting. As we roll out our first communication with them, it further cements our decision.”

     

    Added Rana Barua, CEO, Havas Group India: “We are proud to have won the mandate for an iconic brand like Dabur Honey and all its extensions. This has been one of the biggest and most prestigious win for the agency this year. Winning the mandate makes this piece of communication even  more special. We look forward to further strengthening the brand’s legacy in the market”

     

    Talking about the new mandate being awarded to Havas Creative and the campaign, Ravinder Siwach, National Creative Director, Havas Creative said: “The idea behind the film was to build awareness around the topic of purity and to advise consumers to be more vigilant before they make a purchase.”

     

     

  • The campaign talks about how each one of us can ignite a ‘Khushiyon ki Ladi’

    Philips digital campaign by Ogilvy Delhi

    By A Correspondent

     

    The new Philips digital campaign for Diwali conceptualised by Ogilvy talks about how each one of us can ignite a ‘Khushiyon ki Ladi’.

     

    Said Ritu Sharda, Chief Creative Officer, Ogilvy (North): “We’re all expecting Diwali to be a little different this year, but we’re hoping somethings will still spark that infectious festive spirit. In some way or the other, we will all celebrate Diwali together. So, we thought why don’t we light a ladi this year, a slightly different one, but one that involves everyone.

     

     

  • DCMN will track and optimise the campaign’s performance

    Rebel Foods gets DCMN for Sweet Truth campaign

    By A Correspondent

     

    Digital marketing agency DCMN India has won the mandate for Rebel Foods’ premium Western dessert brand Sweet Truth. Aside from media planning and booking, DCMN will track and optimise the campaign’s performance.

     

    On the launch of this campaign, Nishant Kedia, Vice President Brands at Rebel Foods said: “At Rebel Foods, we strongly believe in being a consumer first brand. The advertisement clearly communicates this to our audience. DCMN as our trusted partners have done complete justice to the message we wanted to convey. The team echoes our thoughts about driving brand awareness. We are convinced this campaign will speak to our target audience of urban dessert lovers with a refined palate in a meaningful way.”

     

    Said Bindu Balakrishnan, Country Head-India at DCMN: “DCMN is very proud of taking our partnership with Rebel to the next level. We are excited about being able to support Sweet Truth’s growth with a very targeted campaign and all analytics as well as media expertise available to us,” s. “Given the fast development of this industry, especially in the context of the ongoing pandemic, brandformance TV is the perfect approach to grow the Sweet Truth brand among its target groups. We are looking forward to a fruitful partnership in an exciting segment – and to a successful campaign.”

     

     

  • The campaign communicates about products and services that are relevant during the current time

    IndusInd Bank’s new campaign

    By A Correspondent

     

    IndusInd Bank has unveiled a three-part digital campaign that communicates about its products and services that are relevant during the current time. In a fun way.

     

    Notes a communique: “Coupled with some fine nuances of ventriloquism, the first film explains the convenience that IndusInd Bank offers to its customers through its state-of-the-art Video KYC service. The second film scheduled to be launched around Diwali talks about the various offers by IndusInd Bank credit and debit cards carrying the premise of ‘Dil ki spending kyu rahe pending’. And, the third film is about India’s first social distancing credit card – Nexxt which comes with buttons on it. The card helps customers make transactions without coming in physical contact with anyone thereby maintaining social distancing.

     

     

  • The campaign promotes the premium brand, India Gate Classic, as rice meant for special occasions

    India Gate Basmati festive campaign by Lowe Lintas

    By A Correspondent

     

    India Gate Basmati Rice has launched its new festive campaign to promote their premium brand, India Gate Classic, as rice meant for special occasions. The campaign film is conceived by Lowe Lintas Delhi.

     

    Talking about the campaign, Ayush Gupta, Business Head, KRBL Ltd. said: “As a brand, we are constantly trying to identify the personalized requirements of our customers. In India, festivals bring a sense of perfection and aspiration in everyone’s buying behaviour. As families will be spending more time together this year, the preparations are going to be even more elaborate. Food being an integral part of all our celebrations, India Gate Classic promises to be that perfect ingredient to impress your guests and make your festive meals delicious.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “This year, ‘taiyaari’ for the festive season takes on a new meaning, as most Indians will be at home and invested in the preparation themselves. And India Gate Classic plays a key role in these preparations. It is this ‘classic-ness’ of this Diwali that our idea tries to capture.”