MxMIndia

Category: PRODUCTS

  • The message: ‘Nothing is more important than good health’

    Kurl-on wants us to invest in sound sleep

    By A Correspondent

     

    Premium mattresses-maker Kurl-on chose to explore a different route to promote itself this Diwali: ‘Nothing is more important than good health’.

     

    Said Prashant Deshpande, Head, Brand Communications, on a film that was released by Water Communications: “It’s a very different film and one that brings out the brand message so loud and clear. It perfectly aligns itself to the festive season and all that Diwali stands for – an opportunity to make a useful investment… in health! That goes very well with our brand promise of sound sleep which is the very basis of good health!”

     

    Added Vandana Sethhi, Founder, Water Communications “During Diwali we tend to look at new purchases through a very narrow perspective – it’s always about gadgets and devices that may add status but not real human value. So, we leveraged this insight to drive home our point that, especially in these difficult times, the best investment you can make at Diwali, is in your health – represented here by a comfortable mattress that ensures sound sleep night after night.”

     

    Water Communications was recently appointed by Kurl-On as its creative and communications agency. It’s a relationship that has hit the ground running with consistent work across the social media landscape, with strategic mainline as well.

     

     

  • The ad films were conceptualised by McCann

    Wild Stone Code rolls out TVC with new positioning

    By A Correspondent

     

    Wild Stone Code, the premium male grooming-personal care brand from the house of McNroe Consumer Products has launched its TVC with the tagline- ‘Enjoy The Start’.

    The ad films were conceptualised by McCann

     

    Said Ankit Daga, Head – Business Development, McNroe Consumers Products: “Wild Stone Code is our premium offering and has built its set of loyalists. The current communication has been developed to highlight the mood transformation one feels while indulging with a fine fragrance. We hope the communication helps to build the association of Code with a premium deodorant experience, distinct from rest of the offerings in the market”.

     

    Added Samrat Ghosh, General Manager Marketing: “Code communication has been developed to build the brand as the best in class offering, appealing to the evolved metrosexual man. We have built on sensorial experience leading to a dreamland kind of transportation and restaged the brand sign off to enjoy the start to drive product benefit and sensorial”.

     

    The ad films were conceptualised by McCann.

     

     

  • Avik Chattopadhyay lists 5 lessons for brand managers and strategists from the 2020 Biden Harris campaign

    Brand lessons from the Biden campaign

     

    By Avik Chattopadhyay

     

    The Biden election campaign was one that I followed closely more from the perspective of brand building, nurturing and management right from June 2020 when he became the unanimous Democratic candidate. As a case study it is surely worth analysing if it has any lessons or pointers for brand managers and strategists.

     

    Maybe the campaign unfolded and grew in an unplanned manner, evolving with every passing day, but in hindsight, it sure has some key takeaways. If it was all planned as I see it then it is surely one of the most incisive and insightful campaigns to have been rolled out to such effectiveness.

     

    So, here are my 5 brand lessons from the 2020 Biden Harris campaign.

     

     

    Lesson #1 – Slogans or taglines not always needed

    The campaign did not have a slogan at all. It was simply “Biden for President” and then “Biden-Harris”. Simple and straightforward. No fuss. No frills. Nothing to outdo or counter Trump’s “make America Great Again”. Each state and town went ahead and built their own slogans that were most relevant to their desires and aspirations. So, every campaign need not have a slogan or tagline. As the occasion demands, being simple is simply super.

     

    Lesson #2 – Assert, don’t aggravate

    He knew his opponent too well and allowed him the rope to play himself to the hilt. In the process, Trump ended up alienating more than those he embraced. Guess the average American voter, irrespective of allegiances, somewhere wished less rhetoric and more substance to allow him / her to finally decide. This was crucial for it went down to the wire. So, the focus needs to be on two things for a brand manager – quality content over the mere ability to amplify, and the tone of voice to be chosen for the campaign.

     

    Lesson #3 – Include and involve

    Biden ensured he took along every Democratic presidential candidate with him after he became the front-runner and final choice. This was crucial to ensure maximum internal buy-in and support from all corners of the party. Trump was all about himself and a certain part of the Republican Party actually wished he lost and closed his own case. Also, the Biden campaign was hugely inclusive in actively involving people of all ethnicities and economic backgrounds. The Trump campaign was run by specific sections of American society who were either of a certain colour or a certain economic class. So, the lesson for the brand manager is that for any campaign to be successful, one needs active buy-in of all key internal stakeholders.

     

    Lesson #4 – Always pays to say “Sorry”

    Humility and candour never go out of fashion, in any culture and in any situation. Biden displayed both in his journey as a senator, apologising if he made a mistake. That is a quality that creates instant affinity that sustains lifelong. One just cannot imagine Trump ever acknowledging a misstep, forget a mistake. The Biden campaign obviously encashed heavily on this value system of their candidate versus an incumbent who was given to inconsistent raving and ranting. The same applies to any brand in our everyday lives. It sure is tough to say “I am sorry” before your customer or prospect but the ability to say so will reap priceless equity for the brand.

     

    Lesson #5 – Build in flexibility

    Planning a campaign well is good but making it water-tight is not a virtue in today’s dynamic times. The Biden team built in enough flexibility to allow modifications and changes, big and small as the campaign rolled along, without losing the core narrative. This allowed customisation of the narrative in each state and also rapid improvements based on feedback. Studying pictures of his campaign across various cities I did not see the same messages being used or carried on placards and banners. While Biden and Harris remained central, the stories around them were ably tailored to appeal to specific vote pockets. This is crucial in today’s brand campaigns too which depend more on social media platforms that are intrinsically dynamic and fluid in nature. This also requires new skills for the brand manager to be engaged in the campaign till its entire timeline and not rest easy once it rolls out.

     

    I am sure there are lessons from the Trump campaign too.

     

    It was obviously the most beautiful campaign, the most loved and the most followed.

     

    It was a campaign befitting that of a winner.

     

    It was simply humongous and awesome.

     

    Just that the required numbers did not take the bait.

     

    Thankfully!

     

  • The campaign is built on consumer data which shows that Covid-19 has resulted in higher awareness and interest in life insurance

    ICICI Pru unveils new A&M campaign for term insurance

    By A Correspondent

     

    ICICI Prudential Life Insurance has launched a new multimedia advertising and marketing campaign to establish its term insurance plan ‘ICICI Pru iProtect Smart’. The campaign is built on consumer data which shows that Covid-19 has resulted in higher awareness and interest in life insurance.

     

    Commenting on the launch, Manish Dubey, Chief Marketing Officer, ICICI Prudential Life, said: “As people adjust to the new normal and  get on with their lives, they are taking extra precautions to safeguard their health. Today, masks and sanitisers have become essential items of the household shopping list. Like masks and sanitizers, life insurance is now a must have in everyone’s safety basket. We must take precautions to deal with the present risk and also be prepared for tough times if they occur. The life risk during the pandemic has made consumers conscious about including term insurance in their financial portfolio.”

     

     

  • Kinnect was the agency doing the execution

    Asian Paints goes with YT creators for Viroprotek

    By A Correspondent

     

    To create buzz around the product launch, Asian Paints and its social media agency – Kinnect – collaborated with YouTube creators.

     

    Notes a communique: “The campaign garnered over 104+ million impressions, 27.7+ million views and 1.1+ million engagements. Most importantly, the call-out by YouTubers, along with the links mentioned in the description, resulted in 30K+ comments and over 8k+ website visits to buy Viroprotek’s range of products.”

     

    Note from Ed: The data provided above is not third-party, and not verified by MxMIndia. We urge readers to make their judgment.

     

     

  • The agency: Mullen Lintas Mumbai

    Bajaj Almond Drops gets new ad

    By A Correspondent

     

    Bajaj Almond Drops, the biggest brand in Bajaj Consumer Care Limited’s haircare portfolio, has launched a campaign featuring Parineeti Chopra. The agency: Mullen Lintas Mumbai.

     

    Commenting on the campaign, Jaideep Nandi, CEO, Bajaj Consumer Care Limited, said: “Bajaj Almond Drops has always believed in bringing improved consumer experiences with evolving consumer needs. With changing lifestyle , beauty aspirations and environmental changes, need for better nourishment of hair has been growing, which we have addressed by doubling the content of Vitamin E in our product, making it 6 times more than an unbranded hair oil . The New Almond Drops Hair Oil helps reduce hair fall by upto 80%, enabling women to experiment with new hairstyles daily.”

     

    Talking about the campaign, Azazul Haque, CCO, Mullen Lintas, added: “The benefit of 6X Vitamins and reduction of hair fall had to be delivered with a lifestyle insight. Also, the brand wanted to connect with the younger generation as well. So, the idea of a new hairstyle every day that leads to hair fall looked contextual, relevant, and creatively interesting. So that consumers get to see the benefits of 6X Vitamins in Bajaj Almond Drop Hair Oil in a way that’s relevant to their lifestyle context.”

     

     

  • It is conceptualised by Mullen Lintas

    Saffola’s new TVC

    By A Correspondent

     

    Saffola, Marico Limited brand, has launched a campaign that seeks to drive home the need for proactive, everyday heart care. It is conceptualised by Mullen Lintas

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Saffola has always been committed to raising awareness about heart health as well as steps to proactively take care of our heart. Through this new campaign, Saffola aims to drive awareness of the impact of stress on our heart and the need to take proactive care. The new TVC also portrays an interesting shift in the dynamics of the modern Indian household and shows the husband taking care of the wife’s heart and overall health. The campaign lucidly conveys an important message that while we take our busy and stressful lifestyles in our stride and cannot do much to change it, it could be putting tremendous pressure on our heart and therefore proactive care is a necessary step.”

     

    Added Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas: “As a brand Saffola has been synonymous with heart health since its very inception, but the core task was to drive proactive care of the heart in line with the brand endeavor and by showing a context that viewers can identify with. We wanted to take a more progressive stance and tell our story through a gender role reversal, as heart health is universal so we built the narrative around women’s heart health, but relatable and extendable to all. Hence, the story of a husband concerned about his wife’s heart health as her work involves everyday stress seemed sweet, emotive, progressive and relatable and emotionally compelling.”

     

     

  • It has been given a makeover by Instagram Influencer Ruhee Dosani

    Badshah 50-year-old jingle gets a makeover

    By A Correspondent

     

    Spicemaker brand Badshah Masala has been given a makeover by Instagram Influencer Ruhee Dosani.

     

    Speaking on the entertaining video and mix by Dosani, Managing Director Hemant Jhaveri said: “I enjoyed the makeover Ruhee gave to our 50-year-old jingle. It brought back so many memories and made this a new addition in the hall of fame we have in our minds. We’re glad a whole new generation is getting to discover and enjoy our legacy through Instagram and social media platforms.”

     

    Co-founder Saurabh Pacheriwal of Gemius, the agency that manages the creative and PR mandate of Badshah Masala added: “I was sitting with my team when we saw this video and all of us had the biggest smiles on our faces. I’m certain this new mix to the jingle is going to open doors to a whole new audience for the brand. Over 2 million people have engaged with the video within a day. Such content not only brings audience together as a community but inspire conversions along with increasing the brand’s recall value.”

     

     

  • To collaborate with Stoppress, an integrated brand and communications agency in Chennai

    Stop Press! Tonic expands footprints in S India

    By A Correspondent

     

    Tonic Worldwide, the digital-first creative agency, has joined forces with Chennai-based digital marketing agency – Stoppress Communications, as part of its expansion plans across the country. Through this collaboration, both agencies will be creating a stronger expanded offering by combining their technological and creative expertise.

     

    This collaboration will allow Tonic to extend their specialized services like their video content division ‘TWIP’, research & insights division ‘Gipsi’, and creative tech led services to brands from the southern region of India, and help them strengthen their offering of language based content to their current national clients. Tonic Worldwide & Stoppress will continue to operate as distinct brands and organizational structures while working together.

     

    Speaking on the collaboration, Unmisha Bhatt, Chief Strategy Officer & Director – India & MENA region, Tonic Worldwide, says, “Bharat is seeing the maximum surge in growth in digital users and as digital partners to brands, we are looking at bringing deeper cultural insights and understanding of each region for our brands. With Stoppress’s understanding of the Southern market and consumers, we are excited to bring the expertise for our clients and help them boost their business across regions. After Bengaluru, we have been eager to cover the rest of South with the diversity that the region holds.”

     

    “The idea of being a part of creating award-winning digital initiatives and scaling up and growing our business spurred us to explore this collaboration. We look forward to work on large national campaigns and enhance our portfolio of offerings”, says Krithika Balasubramanian, Founder & CEO, Stoppress Communications.

     

     

  • … for better protection

    Himalaya urges us to have a “Tulsi Snaan”

    By A Correspondent

     

    The Himalaya Drug Company has launched a new bathing soap under their Pure Hands portfolio of products. The new campaign for Himalaya Pure Hands Tulsi Soap has been conceived by 82.5 Communications, Bengaluru.

     

    Speaking about the campaign, Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications, said: “We built on the equity we co-created with Himalaya on the Pure Hands hand hygiene portfolio to help announce a bath soap—taking the reassurance of the brand’s tulsi-powered protection to the entire body.”

     

    Added Sushil Goswami, General Manager, Consumer Products Division, The Himalaya Drug Company: “Himalaya is a trusted wellness brand and we have always been focused on providing solutions to improve the well-being of our consumers. It has been our constant endeavour to understand the evolving needs of consumers to bring them the best products. Addressing the customers need to keep themselves safe and protected from infections, we have launched Himalaya Pure Hands Tulsi Soap to introduce people to the concept of ‘Tulsi Snaan’. Through this TVC, we wanted to highlight the importance of Tulsi in maintaining personal hygiene.”

     

     

  • It’s titled #MaxXHaiNa!

    JK White Cement’s new campaign

    By A Correspondent

     

    JK White Cement has unveiled new campaign series titled #MaxXHaiNa! with a series of digital-first short format ad films, along with the digital brand mascot Mr. MaxX.

     

    Said Niranjan Mishra – Business Head (JK White Cement): “We, at JK White Cement, have always aspired to raise the bar by providing the best quality products and services. At the same time, we have continued to reinvent ourselves, keeping abreast with the changing market dynamics and consumer expectations. We have expanded and strengthened the JK White Cement portfolio with the aim of providing better than the best and bringing uniformity in our brand architecture. Our ‘MaxX’ family of products provide a one stop solution to the customers for all their home building needs.”

     

    Commenting on the campaign, Nitish Chopra, Head – Strategy & Branding (JK White Cement) added: “With crisp digital ad films, intelligent content and catchy music forming the fulcrum of the campaign, “MaxX Hai Na” aims to reassure consumers, that no matter what their home improvement requirement is, the MaxX range of products is the solution. With a youthful and quirky tone, our campaign has been designed to be creative, yet contextual and the tagline ‘Fikar Not, MaxXHaiNa’ is memorable as well as relevant.”

     

     

  • Brand ambassadors, Katrina Kaif, Wamiqa Gabbi, Pooja Sawant, Ritabhari Chakraborty and Kinjal Rajpriya marked the occasion wearing the newly launched Ameya Collection

    Kalyan Jewellers celebrates festive season

    By A Correspondent

     

    Kalyan Jewellers launched its #TraditionOfTogetherness campaign with a TVC showcasing life within a gated community, with people from various parts of India coming together to celebrate the festival of lights in harmony.

     

    Following the TVC, Kalyan Jewellers’ brand ambassadors posted shot-at-home videos celebrating the festivities with their families.

     

    Noted a communique: “The new jewellery line is inspired by life’s celebrations and vibrancy. As the name suggests, Ameya is all about boundless possibilities, offering greater flexibility with its customisation options. The jewellery collection offers a wide range of design options for customers from traditional motifs with antique designs to Kundan and Polki work, from heritage-inspired temple designs to Nakashi work with precious stones and uncut diamonds.”