MxMIndia

Category: PRODUCTS

  • Monthly publication to facilitate NRI Investment in Indian Real Estate sector

    India Property Insider debuts in UAE

    By A Correspondent

     

    Media and Publishing House Young Media attempts to reach the Indian community in UAE with the launch of its magloid named ‘India Property Insider’ in association with Gulf News daily. The objective of this magloid – magazine in a tabloid format – is to inform NRI audience in the UAE with ‘need to know’ and ‘nice to know’ facts about the real estate sector in India. Being informative, motivating and illustrative at the same time, this magloid attempts to satisfy both the emotional and rational reasoning of NRIs who wish to own a house in their mother land.

     

    Commenting on this new venture, Wilfred Fernandes, Founder and Director of YOUNG Media stated, “There has been a long pending need felt among the NRI community based in the Gulf of a vehicle that offers regular updates and advisories on the Indian real estate sector that is customised for the NRI community. We felt that India Property Insider will be the perfect vehicle for NRIs empowering them to take informed decisions whilst investing in real estate in India.”

     

    Young Media has tied up with Gulf News for direct distribution of the magloid which will be available free for readers of Gulf News daily. Having sizeable proportion of Indian community in UAE, in cities like New Dubai, Jumeirah, Ghusais, Karama, Bur Dubai, New Deira, Sharjah and Abu Dhabi, India Property Insider promises a good reach in these cities and facilitate sales for Indian real estate developers from the NRI customer segment on a sustained basis.

     

    With rich content and conversational presentation style, IPI would empower the NRIs in UAE to easily navigate through the Indian real estate sector, motivate them to invest in realty in India and actively enable decision-making in terms of property purchase.

     

  • Tanishq has used a unique story-telling approach in the commercials, which is very different from anything the brand has done in the past

    Tanishq unveils campaign to highlight matchless offerings

    By A Correspondent

     

    Tanishq has taken its communication a step further and has launched a series of commercial films featuring its retail sales officers.

     

    Tanishq has used a unique story-telling approach in the commercials, which is very different from anything the brand has done in the past. Each film opens with a Tanishq retail sales officer from different parts of the country (Bangalore, Delhi, Kolkata and Jaipur) who narrate unique experiences they’ve had with Tanishq customers. These real stories brings alive the brand’s commitment towards great value and purity along with complete transparency. From introducing the state-of-the-art karatmeter at every single Tanishq store which guarantees the most accurate way of measuring the purity of gold, to providing 100 per cent exchange value for diamonds and other precious stones, Tanishq ensures that its customers are never disappointed.

     

    Sharing her views on the campaign, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company Limited, said, “At Tanishq, we believe that our jewellery is about a promise of beautiful relationships. Our campaigns explore the beauty of relationships between a husband and wife, brother and sister, mother and son, father and son. With the new campaign, we are now taking a step further to present another facer of our relationship – the one that our employees at the stores share with our customers.

     

    She further added, “The imperative was to convey our messages in a simple, yet effective manner. The four films cherish the moments of truth, honesty, transparency, passion and best industry practices that makes Tanishq, the most loved and preferred jeweler in the country. Backed by strong consumer understanding, we have also attempted to change vocabulary in the films so consumers take an informal decision while buying our jewellery.”

     

    Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas said: “The biggest challenge was to present these rational points interestingly. We drew inspiration from sales staff of Tanishq who are so passionate about the brand and have a lot of stories that cover these rational points in a very interesting and human manner.  And of course it was nice that we could manage this in one single take without a cut.”

     

  • Tata Capital is looking to create an ideal learning environment for the children

    Tata Capital supports the cause of Right to Education

    By A Correspondent

     

    Addressing the serious issue of illiteracy faced by small towns, Tata Capital’s ‘Do Right’ campaign reached out to Varanasi, Uttar Pradesh and identified a true Do Righter Ajeet Singh, founder of the unique Varanasi boat school.

     

    With an objective of engaging with the children of a community near River Ganga, Ajeet started a novel and innovative boat school for these children who otherwise would sit idle or pick rags. The boat school provides basic schooling here.

     

    In support of his noble initiative, Tata Capital is looking to create an ideal learning environment for the children of this boat school through a magical transformation. Starting with the makeover of the interiors, which includes renovations and repairs; to providing them with necessary facilities like a library, educational toys, stationery, a computer and a painting kit. For this a sum of INR 90,000/- is required to transform the boat.

     

    To support this cause, Digital L&K Saatchi & Saatchi through the social media properties will help highlight the initiative undertaken by Ajeet Singh and will aim at gaining support from the community at large in raising funds to enlighten the future of these children who are deprived of the basic right to education.

     

    Commenting on the Do Right campaign, Anil K Nair, CEO & Managing Director, Digital L&K Saatchi & Saatchi, said “How can we get ordinary consumers to participate in a brands philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ as it’s best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right. Let’s give the children of this unique boat school the ideal learning environment that they truly deserve. One can visit www.doright.in and contribute to this cause.”

     

    Recently, Digital L&K Saatchi & Saatchi successfully completed the story of Shikshangram Shelter on this Journey of Doing Right. Shikshangram Shelter, a Pune based NGO was going through financial crisis and was unable to bear overhead expenses, including their electricity bills. Digital L&K Saatchi & Saatchi reached out to various communities and managed to collect a sum of INR 1,26,500/- in just five days. With these funds Shikshangram Shelter is now a self-sustaining institute with solar panels installed across the premises.

     

  • The new campaign supports the ‘One Life’ organizing idea which articulates the brand’s belief that life is for living

    SapientNitro unveils ad campaign to launch new HTC smartphone

    By A Correspondent

     

    SapientNitro has created a global advertising campaign to support the launch of the new HTC One M9 smartphone. The new through the line campaign, SapienNitro’s first work for HTC since it won the brand’s EMEA account at the end of last year will be rolled out globally across Europe, Middle East, USA and APAC.

     

    The new campaign supports the ‘One Life’ organizing idea which articulates the brand’s belief that life is for living. The two 30” spots feature people living life to the full in a series of different situations – in art galleries, on the way to work, at parties and on the way to football – using their phones to take photos, play music and take selfies to amplify their experiences.

     

    Positioning the phone as an enabler of a brilliant life, the creative aims to better connect the brand with its digitally empowered target audience in different ways, at different times and in different places to drive deeper engagement.

     

    The new TV commercials were shot in London by the French directing duo, Truman & Cooper (composed of Jonathan Cohen and Anthony Jorge) at Colonel Blimp, while the action is set to an energetic dance track specially composed by award-winning record industry producers, Joel Edwards and Glen Nichols, at One More Music.

     

    The fully integrated campaign will appear on terrestrial and satellite TV, online and cinema and will be supported by some wider print and digital activity.

     

    Markus Breglec, VP of Marketing & Sponsorships at HTC Europe, said:  “This is a great team effort with a result we’re really proud of. It’s all about celebrating the evolution of our award-winning HTC One franchise while keeping the benefits for the consumer at the centre of everything that we do.”

     

    Mark Hunter, Executive Creative Director at SapientNitro, added: “HTC totally gets that these days people use their phones to show off, have fun and look cool.  We tried to represent that.”

     

  • Leo Burnett's #KuchPalOffline campaign for McDonalds urges people to go offline for some time

    McDonald’s urges audience to spend quality time, offline

    By A Correspondent

     

    Leo Burnett has launched a brand new campaign inviting people to share some offline moments at McDonald’s. The campaign urges people to take a break from the online world and share “quality offline moments” at McDonald’s over its newly launched sharing packs for two, three and more, across stores in India.

     

    Kedar Teny, Director, Marketing and Digital, McDonald’s (West and South), said, “With internet enabled smart-phones in our hands, it is a fact that most of us are distracted. Our new campaign takes this simple insight and urges people to take a small break from the online world to share happy moments in the real world. Simply put we want to start a conversation and a movement amongst our customers by nudging them to go #KuchPalOffline with a simple act of “flip to share” rather than “click to share”

     

    Raj Deepak Das

    Raj Deepak Das, Chief Creative Officer, Leo Burnett, said, “With #KuchPalOffline, we are hoping to start a movement where we all would increasingly give due importance to sharing real life experiences offline. The idea is to stay away from the Internet and the world of technology (for a while). It is something everyone thinks but fails to execute. #KuchPalOffline effectively addresses this issue and highlights how McDonald’s can deliver real life experiences with its new offering – the sharing packs for two, three and more, across stores in India.”

     

  • New TVC features Brand Ambassador Farhan Akhtar

    Dulux Velvet redefines wall decoration with new campaign

    By A Correspondent

     

    Dulux the flagship decorative paints brand from AkzoNobel India announced the launch of its integrated brand campaign for Dulux Velvet Touch named ‘Fashion Trends for Walls’. The integrated campaign featuring brand ambassador, Farhan Akhtar turns the spotlight on the brand’s ability to translate fashion on to walls.

     

    Explaining the rationale behind the brand campaign, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India said, “Being an International premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign bases its ideology on the brands’ best in class interior solutions that support customers in making their homes stylish.”

     

    Agnello Dias

    Agnello Dias, Co-Founder & Chief Creative Officer Taproot Dentsu Communications, Taproot Dentsu says “The Fashion Trend for Walls campaign of Dulux Velvet Touch caters to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wearing it on their walls.”

     

  • The objective is to educate consumers and create a new category of products starting from 7UP Revive

    7UP hinges on ‘Body ka Top UP’ proposition in new TVC

    By A Correspondent

     

    7UP Revive has unveiled a new campaign “Body Ka Top UP”. The commercial highlights the importance of hydration when one is out and about in the sun.

     

    The film begins with group of youngsters enjoying a game of beach-volleyball on a sunny day. However, they soon feel thirsty and sweaty from this out and about activity and opt for a break. In the next frame they are seen at a shack asking for a ‘top up’, the shack owner responds by saying that they will find the mobile shop in the main market. The group grins and says that they are not looking for a mobile top up but ‘Body ka top UP’, the protagonist then reaches out for a bottle of 7UP Revive.

     

    Talking about the TVC, Vidur Vyas, Senior Director- Marketing at PepsiCo India said, “Our objective is to educate consumers and create a new category of products starting from 7UP Revive. The film is simple, it talks about how with the goodness of vitamins B3, B6 and B12 and electrolyte like Sodium and Potassium, 7UP Revive helps to re-energize and replace the fluids the body needs.”

     

    Commenting on the creative, Sandipan Bhattacharyya, Executive Creative Director, BBDO India said, “Habit often stems from relevance and this idea attempts to give consumers a relevant metaphor for replenishing what the body loses in the sun. The film kicks off a surround campaign that will see ‘Body ka top UP’ find even more relevance across various consumer touch points.”

     

  • The new campaign by BlueStone states that love is the best investment

    Invest in love this Akshaya Tritiya, says BlueStone

    By A Correspondent

     

    Celebrating love on the day gold is celebrated, the #lnvestInLove campaign by BlueStone showcases the precious investment one makes in their lives for their loved ones which can re-ignite the spark in relationships by bringing one closer to the other.

     

    The ad film portrays a young urban couple who steal small moments out of their busy schedules to appreciate one another. The husband gifts the wife a beautiful Kuber Yantra pendent from BlueStone signifying how loving gestures can go a long way in keeping the romance alive.

     

    Talking about the ad film, Srinivas. S, Chief Marketing Officer, says “Modern, cosmopolitan husbands are quickly finding out that Akshaya Tritiya is no longer an expensive chore. They are beginning to discover the value of what Audrey Hepburn is credited with saying, “They say love is the best investment; the more you give, the more you get in return”. He further added, “And the Kuber Yantra collection from Bluestone.com gives a great opportunity to invest in love and renewing the romance in their lives while staying culturally relevant”

     

    “Bluestone has always interventions of real love between couples who are friends first in a marriage of equals. Akshaya Tritiya is all about investments and it being the best time for it. What better thing to invest than in love?” added, Anil Thomas, creative director, The Thinking Machine India Asia.

     

  • The Kolkata-based Tobacco-to-consumer major's three-year contract with Madison World had expired in 2014 and the deal was extended for a year to December 2015

    ITC’s media account may soon be up for grabs

    By Pritha Dasgupta

     

    Tobacco-to-consumer goods conglomerate ITC is likely to put its media account up for pitch soon as its contract with Madison World ends in December. ITC’s media spend is estimated at Rs 450 crore a year. Heads of media buying firms expect the pitch process to start in August.

     

    The Kolkata-based company’s three-year contract with Madison World had expired in 2014 and the deal was extended for a year to December 2015.

     

    “The incumbent agency always gets the first chance to defend the account and is usually given three months’ time to make a presentation,” said a top official at Madison Media. “We will start the work in August or September and eventually make the presentation. Following which the official pitch process will start towards the end of the year,” the person said.

     

    Industry sources say ITC’s foods division spends Rs 200-250 crore in media, while the personal care division spends around Rs 100 crore. Other divisions such as stationery, Mangaldeep agarbatti and Wills Lifestyle spend about Rs 3-5 crore in media planning and buying.

     

    “In its media mix, ITC has always been a television heavy company,” said the head of a leading media agency that plans to pitch for the account. “Only the stationary business is led by print ads. Except Bingo they don’t do much on the digital medium as well,” the person said. Last year, ITC had called for a multi-agency creative pitch for its personal care division that has brands such as Fiama Di Wills, Vivel, Engage and Superia.

     

    According to company sources, Contract India won the account. “They will primarily handle the skincare products from the portfolio,” said a top official in ITC. Sandeep Kaul, CEO of ITC’s personal care products business, said it had recently selected Contract “for creative development for one of the new development projects in the personal care products space” “There are no plans for a media pitch at this point of time,” he said.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The TV campaign has two distinct TVCs showing the human nature of lying to hide their mistakes

    Ceat unveils campaign to promote tubeless tyres offering

    By A Correspondent

     

    Ceat Tyres has unveiled a new campaign to promote its new tubeless offering. The primary focus is to highlight the benefits of the tubeless tyres by showing the hazards of tubetype tyres through relevant consumer insight.

     

    Ceat typically is a brand built around on-road insights, be it the ‘idiots’ campaign or the more recent Irrfan Khan ‘superstitions’ one. The challenge was to find out an on road insight that would move bike riders from tube type to tubeless tyres. The challenge led the team to do detailed consumer research to understand their issues with a typical tube type tyre. In keeping with Ceat’s brand core, the brand had to showcase day-to-day incidents to tell the story which would also add an element of mass appeal to the TVC.

     

    The TV campaign has two distinct TVCs showing the human nature of lying to hide their mistakes. At the same time, the campaign will also highlight how tubetype tyres are prone to accidents and these hassles that can be avoided due to the use of Tubeless Tyres. The first TVC shows the wife applying first aid to her husband who claims to get into a fight for a good cause to while the truth is that a puncture in his tubetype tyre causes the accident. After a while, his son complains about the puncture he notices in the bike. The second TVC shows a teenager lands up in a hospital where he is being treated by a cute nurse. The ad progresses integrating dual communication where the teenager lies about the accident to the nurse to impress her and avoid embarrassment while the visuals reveal the truth behind the incident.

     

    Arnab Banerjee, ED-Operations, CEAT Limited said, “The tubeless tyre market for Motorcycle is poised for rapid growth given safety and convenience associated with Tubeless tyres. We see a strong fit of Tubeless proposition with the safety platform that CEAT consistently stands for. With bike manufacturers also starting to migrate to Tubeless across segments, we felt this was the right time to popularize our tubeless range through a dedicated TV campaign.”

     

    Anup Chitnis, Executive Creative Director, South Asia, Ogilvy & Mather said, “The campaign insight came from a very real biker behavior. A fall from his bike hurts a biker deeper than any bruise on his body; it hurts his ego. And more often than not, it leads to dire consequences – he’s typically asked to forego riding the bike in future and travel by ‘safer’ alternatives, viz. a bus or an auto. For the younger lot, it’s the mother and for the middle aged men, it’s the wife who they dread the most after a fall. In fact, they’ll go out of their way to hide it, even make up stories. We brought alive two such relatable stories entertainingly.”

     

  • The brand's latest campaign for summer sunglasses includes a TVC, microsite and crowdsourced look book

    Fastrack unveils latest campaign to promote new offering

    By A Correspondent

     

    As a brand, Fastrack has lived to its reputation of being cool and irreverent and is a leading youth accessories brand today. This year, Fastrack has unveiled in summer 2015 its collection of sunglasses called Springers, an edgy range in colours and styles.

     

    It has unveiled a new television commercial that features Fastrack Springers flaunting the new sunglasses and chilling to a catchy track composed exclusively for it. With the contagious head bobbing and playful colours, they get in your face, in true Fastrack style. Unapologetic, as they stake their claim to live life on their own terms. Letting everybody know that no matter what hits them, nothing can knock them down.

     

    Extending this campaign to its audience, Fastrack gives people a chance to be featured in its Springers Sunglasses look book. To take part, people need to visit the nearest Fastrack store, try on a pair of Springers sunglasses, click a picture and send it to fastrackspringers@gmail.com or tag @fastrackworld on Instagram. The best pictures will be featured in a downloadable digital look book available on a microsite created specifically for this campaign.

     

    The Springers microsite is an online extension of the television campaign featuring an integrated interface around product, allowing users to browse through 62 different types of sunglasses from the Springers collection. The site will have a dedicated section for the Springers crowdsourced look book.

     

  • The film essentially showcases the aura of an individual on wearing the vest

    Earth and Air Films produces new campaign for Signature

    By A Correspondent

     

    ‘Signature,’ an innerwear brand that is being sold in more than seven North Indian states of the country has unveiled a new campaign. The new TVC with Sonu Sood is 45 seconds long and has been directed by Jaishankar Pandit under the banner of Earth and Air Films. It will be aired 21st April onwards in India.

     

    “Products such as the ‘Signature Vest’ complement our brand ambassador Sonu Sood, signifying the theme of Action and Fitness. Earth and Air gave the film well within the deadline without compromising on quality”, commented Rajesh Jain, MD, Prachar Communications Ltd.

     

    Jaishankar Pandit, Director at Earth and Air Films said, “I consider myself an advertising salesman portraying the story in a form that would entice the target audience within certain sociocultural parameters. In this particular TVC, we have depicted the good guy beating up the bad ones. The choice was to either keep it in the funny/comic zone or make it smooth and serious yet making one laugh. I went with the latter.”

     

    The film essentially showcases the aura of an individual on wearing the vest. Sonu Sood (portraying an honest and a robust policeman) fitted the bill. He represents agility, stern physique and charm. The film breaks the clutter in this segment of vests with fantastic fight sequence with a small story. The brand name Signature gels well in the story. Signature Vest is a unique brand and it needed a unique story telling device through its television commercial.