MxMIndia

Category: PRODUCTS

  • The campaign is titled #PaisonKoRokoMat

    TBWA launches IDFC MF campaign

    By Our Staff

     

    IDFC Mutual Fund just launched its first investor awareness campaign of the year – #PaisonKoRokoMat. The campaign is conceptualised and created by TBWA\India.

     

    Added Gaurab Parija, Head – Sales & Marketing, IDFC AMC: “The central thought of the campaign #PaisonKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth and sometimes reflects in the way we allocate our money. What we are trying to bring out through the campaign is a subtle yet strong message of looking beyond the traditional ways of growing your money and using your goals to allocate your money across asset classes and investment solutions.”

     

    Said Parixit Bhattacharya, Managing Partner – Creative TBWA\India, Parixit Bhattacharya

    “This has been a lot of fun to create. The narrative is distinctive and it needed oodles of craft to bring them to life which Ayappa and his team served delectably. We hope this makes people smile while reconsidering their choice of investments and tilt the conversation in favour of mutual funds. There are many more executions across channels under #PaisoKoRokoMat and we are excited to see what it does in the market.”

     

    Added Govind Pandey, CEO of TBWA\India: “These ads charmingly nudge you to reevaluate your investment choices that you make almost by default.”

     

    Said Sanju Ayappa from Early Man Films: “Really enjoyed working on these films for IDFC Mutual Fund. They are quite bold and unique for the category. Especially, the casting.”

     

     

  • The new logo features ‘symmetry’, ‘rhythm’ and ‘rising’ elements that embody Kia’s confidence and commitment to customers

    Kia unveils new logo and global brand slogan

    By Our Staff

     

    Kia, the automobile company, has revealed its new corporate logo and global brand slogan that signify the automaker’s bold transformation and all-new brand purpose.

     

    Said Ho Sung Song, Kia’s President and CEO: “Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, “The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry.”

     

     

  • BroBot is the brand mascot

    Enormous launches new Reliance GI campaign

    By Our Staff

     

    It happened a few months back, but we’ve got to know it only now. That Reliance General Insurance (RGI) partnered with Enormous Brands to reposition its brand in the new normal.

     

    Said Rakesh Jain, ED and CEO, Reliance General Insurance: “During Covid-19, majority of customer interactions happened digitally and we brought about a series of tech innovations to simplify and make those interactions seamless. However, we also understood that Technological disruption needs to amalgamate with humane values and focus on being customer-first, always. That is why we decided to have a brand mascot ‘BroBot’ that embodies this ethos and presents insurance with a fresh perspective to our customers in the new normal”

     

    Added Ajay Verma, Managing Partner, Enormous Brands: “It was a bold approach to launch the new brand campaign. We had set daily benchmarks for the pre-launch phase to make sure that the appropriate level of curiosity is achieved. In the end, we were 17% above our ambitious engagement target”

     

     

  • The current trademark of ATG ceased to exist from January 1, 2021 globally

    New identity for ‘Yokohama Off-Highway Tires’

    By Our Staff

     

    In October 2020, Yokohama Rubber had announced that it will consolidate its various off-highway businesses into one single entity – Yokohama Off-Highway Tires (YOHT). The entity has now released a new corporate identity, a new corporate logo, that draws on the 100-year-plus legacy of Yokohama while underlining its own distinct space in the Off-Highway segment. As a result, the current trademark of ATG ceased to exist from January 1, 2021 globally.

     

    Said Nitin Mantri, Director YOHT America: “The consolidation of OHT businesses announced earlier will be strongly supported by the new identity of YOHT globally. This will result in closer integration of the brand equity and technological expertise of Yokohama with the strengths of companies grouped under ATG; namely – strong sales network, diverse product line up and superior cost competitiveness. This rebranding exercise collectively reflects our successful past while embracing future aspirations. We are excited to showcase this corporate identity to our stakeholders across the globe.”

     

     

  • The India arm of the creative agency network has bagged the creative mandate for Vega, the beauty accessory and personal care appliances brand

    Leo Burnett to help Vega be more ‘atmanirbhar’

    By Our Staff

     

    Leo Burnett India has won the creative mandate for Vega, the beauty accessory and personal care appliances brand. The account was won following a multi-agency pitch and will be handled by the agencies New Delhi office.

     

    Sandeep Jain

    Said Sandeep Jain, Director, Vega Industries: “Vega over the past few years has been steadily revolutionizing the beauty accessory market with best in class, well-priced products. Our mission at Vega in to provide Do-it-yourself ‘Head to Toe’ grooming / styling products to our consumers so they can be atmanirbhar.  We are in a dynamic growth phase and were looking for a partner who not only understands our ambition but can take our brand to the next level. Leo Burnett’s strategic approach, dynamic creativity and the energy that the team brought to pitch aligned with our thinking and we are very excited about working together”. Uff did Jain have to use the word: atmanirbhar? Well, perhaps we know now which side of the political fence he is leaning towards.

     

    Dheeraj Sinha

    Added Dheeraj Sinha, CEO and Chief Strategy Officer – South Asia, Leo Burnett: “Vega is one the few successful homegrown brands in the beauty accessory category. With the past year giving momentum to the DIY culture we see tremendous potential for the brand to grow. We look forward to bringing our new-age creative approach, platform understanding and dynamism to support the brands ambitious growth plans and establish them as the leader in their category.”

     

    Thank heavens, Monsieur Sinha didn’t use the ‘a’ word.

     

     

  • The Womb is the agency

    Sebamed releases campaign titled ‘Filmstars kee nahi, science kee suno’

    By Our Staff

     

    Sebamed, a German personal care brand, has released a campaign titled ‘Filmstars kee nahi, science kee suno’ to demonstrate its superiority over market leaders in the soap category.

     

     

     

    Shashi Ranjan

    Commenting on future plans, Shashi Ranjan, India Head for Sebamed, said: “At Sebamed we stand for truth and transparency. During these unprecedented times, our wide portfolio of Skin & Hair care products with unique pH 5.5 benefit offers the new Gold standard to the consumers. We remain strategically committed to invest in attracting best talent, creating engaging brand stories and driving rapid distribution expansion across channels.”

     

    Added Konark Gaur, India Head of Marketing for Sebamed:  “Consumers today are re-evaluating their brand choices and are looking for brands that deliver on their promise. Sebamed, a brand that stands for honesty & authenticity wants to empower the consumers with the right information so that they can choose the best. We believe that product is always the hero and days of gimmicky advertising are counted.”

     

    Konark Gaur

    Said unnamed creative partner at The Womb: “The personal care industry has always been conditioned to follow standard beauty practices in order to make it appealing to the consumers. However, when we came across Sebamed and what the brand wanted to convey to its consumers, we decided to communicate the product truth through our campaign, without any silver coating. Striking the right balance between the bandwagon fallacy and authenticity, the brand is building a connection with its consumers through demonstration-based advertising with an honest approach.”

     

     

  • The campaign will culminate in a two-day virtual festival

    IDFC First launches CSR campaign on Mental Health

    By Our Staff

     

    IDFC First Bank has launched ‘ReachOutReachWithin’, a digital campaign on mental health awareness, with an objective to mainstream conversations around mental well-being.

     

    The campaign aims to build awareness around the importance of mental health while also driving dialogue on bridging the gap in access to quality healthcare.

     

    As part of the campaign, a dedicated web portal has been set up, which serves as a repository of expert views and discussions related to mental health https://reachoutreachwithin.in . The campaign will culminate in a two-day festival, https://reachoutreachwithin.in/festival-details/

     

    Said Rachana Iyer, Head CSR, IDFC First Bank: “The Covid-induced lockdown and the uncertainity thereafter, has impacted mental health across age groups and sectors. There is a need to go beyond medicine and follow a more holistic approach to mental health. We believe that the campaign will not only solve for some deep-rooted challenges but focus more on community-peer support, inclusion, accessibility and awareness to create significant impact on-ground.”

  • The campaign was conducted in collaboration with Option Designs

    Classplus launches campaign with Sourav Ganguly

    By Our Staff

     

    Classplus, in collaboration with Option Designs, launched its latest campaign starring Sourav Ganguly.

     

    Said Mukul Rustagi, Co-founder, Classplus: “It is very satisfying to see the hard work put in by Option Designs. They were able to capture the emotions perfectly in the earlier ad and we hope this ad proves to be a success too. We look forward to serving more educators in the internet age of today and help them build their online presence with support from our latest campaign.”

     

    Added Japneet Singh, Campaign Head and CEO – Option Designs: “After the success of the emotional route with the previous film where Dada empowers Mrs. Bannerjee with a new identity as a teacher, we decided to go with a comical route. With this film, we showcased the benefits of adopting a remote teaching model through Classplus and how it can unlock limitless growth for the educators. The film explores humor and wit with a Talismanic Avatar, Mentor Dada, who inspires India’s educators to evolve and digitally manage their coaching and tuition setups with ease.”

     

     

  • Careers360 is the educational products and services company

    Mirum to provide Salesforce to Careers360

    By Our Staff

     

    Mirum India, the digital marketing solutions agency from the WPP Group, will implement Salesforce Marketing Cloud services for Careers360, the educational products and services company run by Maheshwer Peri.

     

    Mihir Karkare

    Said Mihir Karkare, EVP, Mirum India: “Mirum is a Salesforce go-to partner for Marketing Cloud implementations in India and has a great experience in implementing marketing automation solutions in the EdTech space. We are excited to work with Careers360 and eager to collaborate with them on this project.”

     

     

  • The detailed brief can be downloaded from www.timespowerofprint.com

    Times Power of Print launches 4th edition

    By Our Staff

     

    Times Power of Print (POP) has entered its fourth year year. The Times of India group has invited creative minds to build impactful print campaigns :that can make a big difference”.

     

    Infiniti Retail Ltd (Croma) has continued its association for the second consecutive year. The detailed brief can be downloaded from www.timespowerofprint.com

     

    Said Partha Sinha, President, Times Response: “There is no better medium than print to influence change, opinions and behaviour. It is also a medium that enables the highest level of innovation and messaging that can be put forth in a very compelling manner. Times Power of Print has been at the forefront of influencing change through creativity and has supported very relevant subjects in the last three years. We are very happy to continue our association with Croma on an extremely important subject given the times we live in. The aim of this initiative is to ignite and direct creative passion and the potential of print to have a large impact on society”.

     

    Added Ritesh Ghosal, CMO, Infiniti Retail Ltd. (Croma): “To move beyond the pandemic, we need to step out in the world and resume our productive lives and the mask is an essential safe-guard against a resurgence of infections. Till date, India as a society has achieved limited success in persuading people to wear masks in public. A false sense of invincibility combined with the mistaken belief that the mask is intended to protect the wearer from the world has led to compliance only by some people and some of the time. Croma which started serving customers in its physical stores since early June has witnessed this reluctance to comply among customers first hand. I believe the answer lies in educating the individual – creating awareness that the mask actually helps protect his loved ones from him rather than him from the rest of the world.”

     

    The contest will be open to all communication agencies – Creative, Media, Digital, PR and students above the age of 16. Students will stand a chance to win an Internship and vouchers from Croma.

     

     

  • Any day, I will take an advertisement that clearly delivers the brand message, than one with convoluted creativity resulting in much appreciated creative but lacking clarity, writes Sanjeev Kotnala

    Sanjeev Kotnala: Fixed. Simply, Functionally & Emotionally

    By Sanjeev Kotnala

     

    Creative minds always try to find different ways to present things. It is part of their role expectation. The brands also want to Innovate and Improvise. The brand guidelines are often wrongly quoted as constraints and stifling freedom of expression. These at best, are excuses. More so when the recent campaign tries to match past brilliance. No one wants to just fix it and remain faithful to the brand’s creative language.

     

    Any day, I will take an advertisement that clearly delivers the brand message, than one with convoluted creativity resulting in much appreciated creative but lacking clarity. Simplicity is critical in such executions. Here is one of the recent example.

     

     

    1. FIXIT, REALLY FIXED IT. 

     

    The recent communication by Dr Fixit is one of the functionally loaded campaigns. Yet, it manages to deliver the message while adhering to the brand’s creative language.

     

    Fixit uses Amitabh Bachchan as Amitabh Bachchan. The script is excellent, and it even makes Big B interaction sound convincing. In the TVC, Big B asks the unaware consumers some probing questions and in the process introduces him to the right solution for roof repairs and waterproofing; Dr Fixit Roof-seal.

     

    The brand attacks the prevalent practice of using paints and patch-up as a solution for water seepage. What is creditable is that the story creates an almost perfect environment for the protagonist to give a perfectly valid answer and technical reasons. With visual support, Elastomeric Nanofiber Technology does not sound like a technology bomb. It seems a perfect explanation. It makes you believe that the brand will provide long-lasting protection against water seepage and leakage.

     

     

    FIXIT HAS BEEN FIXING IT FOR LONG.

     

    The brand retains its humorous take and tonality in its communication. There is somewhat of a questionable sarcasm like in case of Leakage ka doctor, rising star, Jodi, Leakage man  and my favourite the waterrrrr series ) Dr Fixit Roof-seal TVC. The script is sensitive to the situation—the dialogues delivered in a typical banter between the brand Ambassador and the unaware consumer. Yet, the consumer is enlightened without being embarrassed. That’s the beauty of it.

     

     

    Fixit is not the only brand that has successfully used the brand communication language to build familiarity through continuity. Here are some more examples

     

    One cannot  forget how the Happydent campaigns always bring a smile to your face. The new TVC has evolved with time and addresses a social problem, but the smile and the flash retain past campaigns’ language.

     

     

    With its Men Will Be Men series, Imperial Blue shows how a brand can stay true to its creative language. The brand does it consistently enough with not-so-subtle situations that it even encourage spoofs and customer-generated content. To me Imperial Blue along with Fevicol and Tata Tea that symbolises this consistent brand language.

     

     

     

    And while we are at it, a small reminder from MTV. Saal Khatam Khatra nahi.

     

  • The platform aims to highlight the way young Indians date and celebrate the old school way of romance

    Aisle launches ‘One by Two’ campaign to celebrate the Indian way of romance

    By Our Staff

     

    Aisle, the dating app, has launched its ‘One by Two’ campaign. Through the campaign, Aisle, notes a communique, aims to celebrate the old school desi way of romance highlighting “what’s mine is also yours”.  The campaign is produced by Nationwide Pictures.

     

    Speaking about the campaign, Able Joseph, Founder and CEO, Aisle said: “There is no one love language that suits everyone because romance is different in every part of the world. At Aisle, we understand desi romance. We wanted to create something that was simple and yet resonated with our young audiences. With One by Two, we want to inspire people to find their share of romance, the traditional way.”