MxMIndia

Category: PRODUCTS

  • As a bank, it will have pan-India operations and meet the credit needs of different types of customers even as offering various savings products

    Madison wins media mandate of Bandhan Bank

    By A Correspondent

     

    Madison Media has won the mandate for the proposed Bandhan Bank Ltd in Kolkata.

     

    Bandhan Financial Services Ltd, a microfinance entity, was set up in 2001 to address the dual objective of poverty alleviation and women empowerment. Bandhan has been the talk of the banking and financing community having got an in-principle approval from the Reserve Bank of India to start banking operations. Currently, it operates in 22 Indian states through more than 2000 branches, run by 14,000 employees. It has a borrower base of 6.5 million. As a bank, it will have pan-India operations and meet the credit needs of different types of customers even as offering various savings products.

     

    Commenting on this development, C S Ghosh, Chairman and Managing Director, Bandhan said, “As we embark on this new journey, we need to reach out to new consumer across Indian states and we are confident that Madison will help us achieve our objective.”

     

    Sam Balsara

    Sam Balsara, CMD, Madison World said, “Bandhan’s accomplishments are truly remarkable and we are delighted to partner them in this exciting new phase in their life which will make them play an even more meaningful role in the Indian financial sector, changing lives of many millions.”

     

  • If you can't grab someone's attention in 5 seconds, you've lost it. Be simple. Be short. Be succinct, says the Coca-Cola boss at an IAA India event

    We’re seeing a fragmentation of attention: Venkatesh Kini

     

    By Shruti Pushkarna

     

    The India Chapter of International Advertising Association hosted its annual review of marketing, media and advertising at the Westin in Gurgaon on March 12. The annual review, titled IAA Retrospect and Prospects, was presented by Venkatesh Kini, President, India & South West Asia, Coca-Cola.

     

    Mr Kini started his presentation by citing the major shifts occurring in the world of media, advertising and marketing today. Through a series of audio video presentations, he pointed out the change in consumer trends and how Coca-Cola has tried to stay relevant for the past 128 years. “The secret formula of Coke is staying relevant to consumers and consumer trends,”  Mr Kini said.

     

    One fundamental shift according to Mr Kini that is occurring today is fragmentation of attention. He said: “There’s a shift from many people watching one screen to one person watching many screens. We don’t just see fragmentation of media but a fragmentation of attention. This fragmentation of attention and shortening of attention span is the biggest seismic shift that you are going to see in the industry going forward.”

     

    Among other changing trends taking place today, Mr Kini pointed out, the shift from one-way communication to conversations that take place on social media and other digital platforms. He said: “The concept of a target audience is gone. There is no one target but a network of people. And the best way to get your message out there is to get people talking about it.” For the message to be share worthy, it needs to be provocative, he added. He shared the example of a campaign by Coke on a sensitive issue of India and Pakistan, where they put vending machines in Delhi and Lahore, and both vending machines had cameras that could display and communicate what’s happening on the other side. He shared that Coke did not spend a rupee to advertise the campaign and just put it on YouTube where people shared it. The reason, he said, it got shared was because it was a nice story and it was provocative.

     

    Another change Mr Kini talked about is what brands have to stand for, today. “When brands first started 150 years ago, all it stood for was a trademark that promised you a better product. Then as brands evolved, they said this brand doesn’t just make a better product, it promises a better you. And for a long time it was about how brands create emotional benefits and personal benefits. But 21st century branding has become about a better world.” Mr Kini explained brands that can connect to a higher purpose connect to consumers far more effectively, because consumers are more socially aware and conscious today.

     

    Marketers and advertisers need to take note of the changing trends in consumer behaviour and consumer experience in order to communicate and get their ideas across, he said, adding: “The world is becoming complex and we’ve to think of ourselves as part of a network and through collaboration, we can sell anything we want or communicate any idea we want.”

     

    The event opened with a welcome address by Srinivasan K Swamy, President, IAA India Chapter who introduced the subject and the key speaker for the evening. He also listed out some of the upcoming events planned by IAA for this year.

     

  • An insight based campaign with a humorous take on how we view life and death

    AEGON Religare launches digital campaign #NothingWillHappen

    By A Correspondent

     

    AEGON Religare Life Insurance (ARLI) has launched a campaign – #NothingWillHappen, for its flagship protection plan iTerm. As a pioneer in online life insurance, ARLI has launched this campaign in an exclusively digital format. The campaign consisting of four long-format films looks at the way in which Indians view life and death. Partnering with well know stand-up comic Atul Khatri AEGON Religare is taking a step into uncharted communication territory with these online only films. The idea behind them is to get the audience who is aware of life insurance but not buying it, to start thinking about and considering the category.

     

    On the launch of this campaign, Yateesh Srivastava, Chief Operating Officer – ARLI, said, “At AEGON Religare we have always tried to be different and explore new territory. In this campaign we leverage on the very Indian insight that ‘bad things happen to others’ and hence the use of the hashtag #nothingwillhappen. In Atul Khatri we found the perfect protagonist, with a culturally relevant take on protection. The only difference in this campaign is that it is being released only through digital media and will not have a television release. While the campaign is product specific, we also expect a positive impact on our overall brand awareness. In insurance, the treatment of life and death has been predictable so far. With this unconventional take on protection, we hope to change the communication paradigm within which insurance operates.”

     

    The films were ideated and conceptualized by ARLI’s advertising agency, Infectious. Mr Ramanuj Shastry, Co-founder – Infectious, says, “The #NothingWillHappen web series from AEGON Religare is a new voice in the Life Insurance category, rife with cloyingly emotional advertising. Using humour and an unlikely spokesman in stand-up comedian Atul Khatri, the campaign pokes fun at people, in a state of denial about death, while gently reminding them to protect themselves. Needless to add, behind every ‘new’ communication stands a truly brave client – the AEGON Religare Marketing Team in this case, who have been unflinching in their support and trust. It was a singular pleasure working on these films.”

     

  • The latest campaign featuring Badshah is an effort to reach out to a wider audience who are keen to prove themselves and live life while enjoying every moment to the fullest

    Sonata urges India’s youth to be their original self in new TVC

    By A Correspondent

     

    Sonata has unveiled a new campaign that resonates the brand’s new anthem “Karo, Toh Shaan Se”. It reflects the ever-growing spirit of the aspirational Indian and celebrates their attitude.

     

    In the latest television commercial from Sonata, the stage is alive at a concert featuring rapper and musician Badshah while the audience is grooving to his performance. The rapper challenges the crowd to come forward only if they are original. Badshah spots a young man in the crowd and throws the mike out to him, challenging him to come up on stage. Urged by the crowd, the young man jumps up on stage without any hesitation. He surprises Badshah with his impromptu rapping. He tells the rapper he only needs an opportunity to prove he can take on the world.

     

    Sharing her thoughts on the campaign, Shalini Gupta – Head Marketing, Sonata, Titan Company Ltd said, “We have noticed a growing trend in India, of people who are transcending into a generation that shows a new confidence and the willingness to put themselves out there. Brand Sonata has evolved with this generation and we continue our endeavor to offer them stylish timepieces that are a catalyst to their self-expression. The latest campaign featuring Badshah is an effort to reach out to a wider audience who are keen to prove themselves and live life while enjoying every moment to the fullest.”

     

  • The film campaign has been visualized in two legs: a theme film for the internet (3 minutes and 35 seconds long), and four short, product-specific films

    Karishma Lintas unveils new campaign for Paper Boat

    By A Correspondent

     

    With the premise of making one revisit their old memories, Paper Boat has launched its first multimedia campaign advocating the same. In sync with its brand philosophy of ‘Drinks and Memories’, the videos have a very distinct narrative. The social media video was launched on Facebook, followed YouTube, last week and is now being supported by a robust TVC campaign.

     

    Literary legend Gulzar has penned the lyrics that is an adaptation of Malgudi days. The campaign has been created by Karishma Lintas.

     

    Speaking about the TVC’s, Rajesh Ramaswamy, Group Creative Director, Karishma Lintas, said: “Even before we pitched for Paper Boat, we were avid followers of their work. Right from their proposition of ‘Drinks and memories’, to their packaging to their range of drinks, we love the brand. Everything about the brand could be described in two words. Original and Simple. The challenge given to us was to create a storyline with same originality and simplicity. To revive memories of childhood is easier said than done. Finally, after four months, we managed to recreate 3 minutes 35 seconds of childhood.”

     

    The film campaign has been visualized in two legs: a theme film for the internet (3 minutes and 35 seconds long), and four short, product-specific films, much like TV commercials that are 30 seconds each in duration. The objective is to communicate Paper Boat’s core brand promise: that of Drinks and Memories.

     

    The theme film is an ode to Memories, harking back to an age of timelessness – that of our collective childhoods. In an age of increasing cynicism and mounting urban angst, this short film documents the tiny sagas of growing up, and aims to remind everyone of childlike joy, magic and wonder.

     

    The four shorter stories explore product-specific memories – memories triggered by the products themselves, a core insight that the brand has built its entire portfolio on. The products chosen were the favorites-by-volumes from the Paper Boat range: Aamras, Aam Panna, Jamun Kala khatta, Jal jeera, and Chilled Rasam. These short films have been released on primetime television, as well as on media channels like YouTube.

     

  • The new campaign titled 'Bajaj Discover Life Banaye Zing Zong' explores typical married relationships

    Bajaj Discover takes element of fun further with new TVC

    By A Correspondent

     

    With an aim to further strengthen its position in the market, Bajaj Discover has launched an integrated campaign underlining that responsibility does not mean the end of romance, joy and fun.

     

    The new campaign titled ‘Bajaj Discover Life Banaye Zing Zong’ explores typical married relationships and highlights how the spark gets lost over time. Discover, powered by its unique DTSi engine, promises to help couples across India bring the spark back and make their life Zing Zong again. Three films titled Brake, Cross Leg and Bag address three specific barriers that symbolise the missing spark. All the three films are currently on air.

     

    Apart from TV, the campaign’s media plan includes digital, press, outdoor, radio and activation.

     

    The Zing Zong Ride was launched on 8th February 2015, which is World Marriage Day, with TV stars Gurmeet and Debina in Mumbai, Shree and Shamita in Chennai and Nirupam and Manjula in Hyderabad. A call for entry using multiple mediums was initiated where participants were asked to enrol for the ride by filling in their details and explaining why they would like to be a part of the ride. Zing Zong Ride will be aired online in the form of webisodes on Bajaj Discover‟s official YouTube channel – Bajaj Discover TV.

     

    The second activation idea is aimed at giving an experience of ‘Zing Zong’ at Bajaj dealerships. It is called ‘Zing Zong World Tour’, and is designed as a virtual experience where couples get themselves clicked against famous romantic spots of the world. Personalised video clips of the virtual world tour are shared with prospective buyers, thus creating memories for them in times to come.

     

    Sumeet Narang, Senior Vice President – Marketing, Bajaj Auto, explains the thought process behind the campaign, “While most brands in the mid-two wheeler segment talk about the same old price and efficiency features, Bajaj Discover‟s new campaign showcases how the brand can deliver a higher order benefit of reviving relationships. As for the Zing Zong Ride, it is a real life demonstration of how the brand fulfils its purpose of bringing romance back in the lives of married couples.”

     

    Raj Deepak Das

    Raj Deepak Das, Chief Creative Officer, Leo Burnett, says, “Bikes have been a predominantly male driven category and most ads induce buyers to think rationally. We wanted to break free from this rationality approach and talk about how Bajaj Discover can play a vital role in their lives. The Zing Zong ride will showcase couples rekindling romance. It effectively communicates the message that no matter what, in life one must not compromise on fun, joy and romance.” He further adds, “With this campaign our aim is to achieve maximum impact by creating multiple touch points across traditional media, digital, and experiential.”

     

  • The ever changing lifestyle of the people living in cities has led to an increase in the prevalence of lifestyle diseases

    Sugar Free aims to educate consumers with new campaign

    By A Correspondent

     

    Elkana Ezekiel

    Sugar Free has unveiled a new campaign where it reaches out to people encouraging them to lead a healthier lifestyle by paying attention to details, however small or big.

     

    “At Zydus, we are committed to the wellness of the community and society we operate in. Excess sugar consumption leads to a host of diseases. While the consumer strives hard to be healthy and fit, the amount of sugar consumed often makes all the effort go waste. The TVC sheds light on this fact while establishing how Sugar Free is the 1st step towards living a healthier and fitter lifestyle,” said Elkana Ezekiel, Managing Director Zydus Wellness.

     

    Kapil Mishra

    The ever changing lifestyle of the people living in cities has led to an increase in the prevalence of lifestyle diseases. But there are also people who are doing all they can to counter the same. While they focus on the big changes necessary to get closer to their health goals, they often forget the small details. Like the sugar you consume with every cup of tea or coffee.

     

    The creative team at Contract Advertising decided to use this fact to the brand’s advantage. “This irony of the human behaviour is the creative idea. We took this observation of how a great effort to achieve good health, backed by immense willpower, often gets ruined because of mindless sugar consumption,” says Kapil Mishra, ECD, Contract Mumbai.

     

  • The TVC elaborates on its unique features like unmatched life span of 10,000 hours and technological prowess

    Anchor unveils new campaign to promote CFL offering RIKI

    By A Correspondent

     

    Leading electrical solutions manufacturer – Anchor by Panasonic, announced the launch of a new TVC campaign for ‘RIKI- The Power CFL’. The TVC captures the innovation, engineering and designing excellence of RIKI and elaborates its unique features like unmatched life span of 10,000 hours and technological prowess.

     

    Speaking on the new TVC, Ashok Gangar, Vice President, Sales and Marketing said, “With the rapidly changing needs of the customers and the growing power problems in India, the technology used in energy saving light bulbs is also fast changing. Despite the number of CFL options available for a consumer most of these lamps do not match up to their expectation. Thus, they face challenges like lamp failure and flickering during voltage fluctuations and surge current. The aim of this new TVC is to educate the consumers on RIKI’s  strengths and superior performance.”

     

    RIKI – The Power CFL is a significant technology breakthrough in the CFL product market. Priced aggressively at an affordable range between Rs. 220 – Rs. 325, it provides various advantages like efficient lamp lights, extensive energy saving and superior product quality, thus building on Anchor’s philosophy of empowering the customers with various value-for-money options.

     

  • In the TVC, Alia is seen in a playful and mischievous avatar, bringing to life Perk's new 'Jiyo Lightum Light' campaign

    Mondelez unveils ‘Jiyo Lightum Light’ moment for Perk

    By A Correspondent

     

    Mondelez India Foods Private Limited launched a new TVC for their popular chocolate brand Cadbury Perk. The brand has signed up young Bollywood actor Alia Bhatt as its ambassador. In the TVC, Alia is seen in a playful and mischievous avatar, bringing to life Perk’s new ‘Jiyo Lightum Light’ campaign.

     

    Known for its quirky communication, Perk’s new campaign, created by Ogilvy and produced by Tubelight Films, is all about enjoying the lighter moments of life.

     

    The storyline of the TVC begins with a shot of Alia enjoying a Perk bar with her girlfriend. The first bite of the chocolate sparks her naughty side and she goes on to play an innocent prank on two men in the vicinity.

     

    Commenting on the new TVC, Prashant Peres, Director, Marketing – Chocolates, Mondelez India Foods Private Ltd, said, “Perk is a brand that believes in infusing fun into the mundane and our new TVC hopes to trigger the quirky side in everyone. In the past, we have had vivacious personalities like Preity Zinta, Genelia D’souza, who embody what Perk stands for – youth, fun and mischief. So Alia Bhatt was our natural choice for the brand as she brings the ‘Jiyo Lightum Light’ tagline to life so effortlessly. Perk enjoys a great connect with consumers who believe in taking life lightly and now with the very popular and bubbly Alia on board, we believe this connect will only get stronger.”

     

  • Riding on the 'Change' thought process we are witnessing in India, the TVC aptly brings out the relevance of the new brand identity

    TVS Tyres launches new TVC campaign

    By A Correspondent

     

    TVS TYRES has unveiled their latest TVC campaign around the ‘Nayi Soch Nayi Pehchaan’ thought to support the new brand identity that was unveiled recently. The tyre major followed up the print media campaign with their latest TVC aimed at reaching out to the large young customer base across the country.

     

    Riding on the ‘Change’ thought process we are witnessing in India, the TVC aptly brings out the relevance of the new brand identity and validation of the core brand ethos in this story. The visuals capture the thought well while retaining a firm hold on the core brand values of the tyre brand that stands for durability, high performance and strong road grip.

     

    The campaign has been created by Rediffusion Y&R and the first round of the TVC is on air across national television channels from 23rd March, 2015. It’s a 360 degree campaign that would be evident across the country.

     

    The film visual opens with an Eagle flying high, it zooms down to a group of riders who are seen making their way across rusty rural roads, the visuals show the tyre negotiating tough roads while the young riders go on a ‘clean the village’ drive. The second visual cuts to a city road where a group of school children find it difficult to cross a busy road; enter TVS TYRES riders who make an impromptu barricade with their bikes halting traffic while allowing the children to safely cross the road. The third sequence shows a newlywed sardharni riding a bike with her soldier husband to drop him at the railway station. The fourth visual shows a newlywed couple using their bikes instead of the customary horse carriage / marriage procession. The message of change comes out clearly in this new TVC campaign by TVS TYRES.

     

  • The new campaign showcases everyday moments to bring alive the benefits of a Faster Data Network

    Speed is good, affirms Vodafone in new campaign

    By A Correspondent

     

    Vodafone has announced a new campaign to communicate its proposition “Speed is Good”. This comprises of a series of television commercials that Vodafone will air during the 7-week long tournament. The campaign is made up of short but memorable stories where Vodafone customers use their fast 3G network to bring a smile to someone’s face.

     

    This “Speed is Good” campaign aims at articulating speed with the benefit of the fastest 3G network substantiated with hard functional claims basis an analysis of Ookla Speed test data during the period September 2014 to February 2015. The Vodafone network was adjudged to allow 22 per cent faster download and 43 per cent faster upload experience with its 3G data network as compared to the next best operator. This campaign will endeavor to strengthen the 3G network credentials through new campaign.

     

    As a build-up to the IPL campaign, Vodafone launched the idea of ‘Speed is Good’ with two commercials “Farewell” and “Haircut” earlier. The commercials which are on air tell the story of technology and in the process touches hearts. The stories also effectively establish the idea of ‘Speed is Good’. To build on this idea, Vodafone will be releasing two new spots called “Baby” and “Library”. The “Baby” spot is about how a crying baby is pacified by a teenage boy with the help of faster video downloads on Vodafone. And the “Library” spot tells the story of how a group of friends break into a silent celebration in a library when the news of someone’s birthday spreads quickly on Vodafone 3G.

     

    Commenting on the campaign, Ronita Mitra, Senior Vice President – Brand Communications and Insights, Vodafone India, said: “IPL is the biggest sporting platform in the country designed to appeal to a wide audience with high clutter and frequency during a very compact period. In line with our brand promise of always enabling consumers to be confidently connected, we are launching the ‘Speed is Good’, campaign that reinforces Vodafone’s network credentials in an evocative and engaging manner. The high decibel campaign aims to position Vodafone as the fastest 3G network in the country.”

     

  • Publishers claim Indian players like InMobi, SVGMedia and VServ are known to play by the rules, but those in China, especially YeahMobi and Avazu don’t necessarily do

    App publishers counter undercutting ad networks

    By Krithika Krishnamurthy

     

    Ad network Adatha was born four months ago when Venkatesh Rajendran, co-founder of online magazine publishing firm Magster, found discrepancies in the manner in which he was being paid for his services.

     

    Magster was advertising the mobile apps of Flipkart, Mobikwik and Snapdeal through various ad networks such as China-based Avazu, InMobi and SVG Media.

     

    For the same app, Rajendran said, he was getting different payments from different networks. Advertisers pay ad networks to display ads on relevant apps, mobile sites and websites. The websites like Magster get paid for the ads they showcase.

     

    “We got paid differently from different ad networks. Why were there variations for the same app?” he asked himself, he said. When he dug deeper, he said he found that despite having got impressions, the ad networks were undercutting him, by showing him the wrong metrics.

     

    In this case, Avazu was paying him a slightly higher amount for every ad installed, but it reduced the overall number of installs, he said. So, Rajendran said, the final payments would be much lesser at the end of the day. This prompted him to form an association of about 15 members called Indian Mobile App Publishers’ Network that aims to blacklist and showcase suspicious ad networks to publishers.

     

    CashOn, Pokkt and EarnTalk Time are some of the publishers that have come on board. Publishers claim Indian players like InMobi, SVGMedia and VServ are known to play by the rules, but those in China, especially YeahMobi and Avazu don’t necessarily do.

     

    Avazu refuted the claim while YeahMobi did not respond to requests for comment till late evening on Tuesday.

     

    “That’s not really true. We only cut publisher payments when we find fraudulent traffic or when publishers are not compliant with our advertisers’ policies and we always provide evidence on that, and provide all the guidelines within campaign descriptions of each advertiser campaign,” said Yi Shi, chief executive and founder of Avazu.

     

    Not just publishers, even advertisers claim they are getting the short end of the stick. Advertisers or brands pay for people who are viewing their ads; some pay for clicks while others pay for installing apps. But about 5-10% of it is generated by machines, according to online measurement firm comScore.

     

    AdCovenant, an ad agency, has come up with a solution that specifically aims to tackle the number of false clicks through rates with their solution. “We ensure 50% better return on investment as all of it is human impressions,” said Chetan Ahuja, spokesperson of Pune-based AdCovenant.

     

    Source:The Economic Times

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