MxMIndia

Category: PRODUCTS

  • Ropes in Akshay Kumar as brand ambassador

    Wavemaker bags media mandate for PagarBook

    By Our Staff

     

    Wavemaker India has bagged media mandate for PagarBook. It will manage the integrated media mandate for PagarBook and is mandated with the responsibility of scaling up the brand via mass outreach programs cutting across all relevant touch points — Television, print, radio, OOH, Social and Digital. PagarBook has roped in Akshay Kumar as brand ambassador.

     

    Said Sivaprasad K, Senior Vice-President, Marketing and Sales, PagarBook: “Our ethos is focused on solving the most challenging problems faced by the SME sector. The goodwill of India, the common Indian, is something that we strive towards. Wavemaker brings together a unique combination of global expertise & proven track record in bringing quintessentially Indian insights to life. We are excited to have them on-board as a key partner in our mission of helping small businesses grow”.

     

    Added Ajay Gupte, CEO – South Asia, Wavemaker: “Pagarbook epitomises the brand of new-age enterprises that offer simple solutions to challenges faced by small and medium enterprises across the country. Their work strengthens the core of our economy. We are delighted to partner with this transformational brand that is dynamic and rapidly growing. I am confident that as their partners we will help Pagarbook achieve their growth ambitions”.

     

    Said Kishan Kumar MS, Chief Growth Officer and South – Head, Wavemaker India: “I am quite excited to start the new year on such a positive note. Partnering with a disruptor brand like PagarBook is going to be a great learning experience for us. Our vast pool of consumer journey data and insights clubbed with analytical expertise will help us unlock many growth drivers for PagarBook. The journey is going to be an exciting one, indeed!”

     

     

  • Campaign to focus on building safe online turf for operators and players

    What’s Your Problem wins Online Rummy Fed pitch

    By Our Staff

     

    What’s Your Problem – now part of Wondrlab – has bagged the creative business of The Online Rummy Foundation (TORF). The agency was onboarded after a multi-agency pitch and has created a multi-lingual campaign across TV and print.

     

    Said Sameer Barde, CEO, The Online Rummy Federation: “At TORF, we believe that in order to create a safe environment for online rummy, players must be allowed to set limits on themselves and play responsibly – just like in other areas of life, like the stock market or when using a credit card. This campaign highlights TORF’s role in enabling these guardrails so that both operators and players can enjoy a better environment.”

     

    Added Amit Akali, Co-Founder and CCO, Wondrlab: “We were excited to work on a challenging category like online rummy, where winning the consumer’s trust is of utmost importance. The trick to enjoying online rummy safely is to play in moderation, and this campaign demonstrates that. We chose the character of Suresh to be the face of the campaign as he represents the calm, rational and positive online rummy player who plays for fun but always within limits.”

     

     

  • Agency will be responsible to strengthen presence in India

    Havas bags campaign for Laughing Cow

    By Our Staff

     

    Havas Creative Mumbai has bagged the integrated communication mandate for Bel Group’s The Laughing Cow. The mandate for the agency includes creative, social, and digital creative duties including reputation management for the brand.

     

    Said Alamjit Singh Sekhon, Commercial Director, Fromageries Bel India: “India is a key focus market for the Bel Group. Our range of delicious cheese (Creamy Triangles, Slices, Blocks, Spread, and Cubes) under The Laughing Cow Brand has a taste that caters to the Indian palette. The entire range is nutritious, being made from cows’ milk with added fortification. Consumers find the Laughing Cow Creamy Cheese triangles to be unique as they are the only soft, spreadable portions of cheese in India. We believe that Havas Creative with their meaningful brand approach are the right partners for us to help amplify our presence. We are confident that this partnership will help accelerate our journey in India and grow the cheese category by creating impactful brand awareness.”

     

    Added Rana Barua, Group CEO, Havas, “Bel Group’s iconic cheese brand – The Laughing Cow Cheese is one of the groups key global brands and relationships across many markets and I am delighted to win the integrated communication mandate in India. Our team is excited to work in a category that is growing fast and create a strong narrative and stories for the brand to strengthen its presence in India.”

     

     

  • The video features SBIG employees resonate and connect with the audience

    SBI General Insurance rolls out #SaveTax campaign

    By our Staff

     

    SBI General Insurance has rolled out a rap song on #SaveTax. The video is the third edition intending to educate people on how to save tax with health insurance.

     

    Said Shefali Khalsa, Head – Brand and Communication, SBI General Insurance: “Under this campaign, we have created a light-hearted rap song route to convey the message of saving tax with health insurance, which literally means securing health & savings both, this is transpired in the campaign as secure Sehat Aur Bachat Dono. The campaign thought is also in line with the newly launched tagline Suraksha Aur Bharosa Dono.”

     

     

  • XCS will help clients through outcome-focused designs and customised creatives

    Xaxis Creative to bring value to brands

    By Our Staff

     

    Xaxis has launched its programmatic creative services solution, Xaxis Creative Studios (XCS), in India. With full-service in-house creative capability, XCS team of designers, producers, developers, and animators will help clients develop and deliver more relevant, more engaging creative executions to drive greater programmatic performance and insights.

     

    Said Rita Sahajpaul, National Head of Product and Marketing Science, Xaxis India: “With the launch of Xaxis Creative Studios, Xaxis will be able to provide last-mile services to the clients and address a gap in the market in integrating creatives and media for digital ads. Digital media can be quite cluttered, and our focus is to bring innovative and engaging creative solutions which allow the brand messaging to stand-out and be effective in reaching the right audience,” adding: “The co-ordination of agencies, creatives, data and programmatic strategists is essential in exploring the diversity of the digital media to help companies boost brand awareness. Xaxis Creative Studios has been helping clients in Asia Pacific, North and Latin America drive meaningful creative impact with its suite of cross-channel solutions. We hope to bring the same capabilities to the Indian market to solve our clients’ unique business challenges and needs.”

     

     

  • The trust series of ad films showcases all of the brand’s endorsers

    Kalyan Jewellers rolls out sixth edition campaign

    By Our Staff

    Kalyan Jewellers announced the launch of the 6th edition of its #TrustIsEverything campaign with a digital film starring all of its brand ambassadors. The 90-second multilingual film sees global and regional brand ambassadors come together, to celebrate their different identities, languages, cultures and traditions, woven together by the emotion of ‘Bharosa’.

    Notes a communique: “The film aims to capture the essence of different cultures, languages, traditions and values, while highlighting that trust is the basis of relationships – everywhere! Starting with the #MyGoldMyRight campaign to the latest #BharosaHiSabKucchHai, the brand has endevoured to consistently portray the principle of trust in creative ways.”

     

     

  • The ad campaign is titled Rock’In India

    Boat partners Digitas for new campaign

    By Our Staff

     

    Homegrown brand Boat (or boAt as it writes its name) announced has launched an ad campaign Rock’In India.  Conceptualised and executed in partnership with its creative partner Digitas India, the idea was to create a progressive narrative around boAt’s Make in India initiative and using their global platform to show the unique creativity that hides in our country.

     

    Speaking on the launch, Aman Gupta, Co-Founder and CMO, Boat said: “We are an extremely proud homegrown brand and we’re all geared up to take the leap towards making audio products within India. Digitas has been our partner   since some time now, we really look forward to continue doing some great campaigns with them.”

    Added Sonia Khurana, COO – Digitas India: “We are extremely proud to be a part of boAt’s exciting journey. Having become the 5th largest wearable brand globally in just five years, boAt is a brand that can celebrate home grown talent like no other. And that’s what

  • With strapline "Career Hai, Compromise Nahi"

    Masai School launches first digital ad

    By Our Staff

     

    Masai School launches its first-ever digital ad campaign, “Career Hai, Compromise Nahi”.  With the objective of creating awareness, the brand has launched three ad films as part of the campaign which talk about the constraints and fears aspirants face while making career choices, depicted through experiential stories.

    Said Ankur Kayesth, Senior Vice President of Masai School: “Our campaign “Career Hai, Compromise Nahi” is aimed at talking about the most common fears and judgements job aspirants face in their journey towards pursuing their dream careers. The ad films are also an articulation of the earnest efforts of Masai School to make a difference in the lives of those who wish to pursue a career in coding. Through this digital campaign, we hope to reach out to coding aspirants across the length and breadth of the country and emphasize that with determination and commitment, dreams do come true.”

     

     

  • Makes Akshay Kumar brand ambassador for ‘Apna Ghar, Isse Accha Kya?’ film

    Lodha launches new campaign

    By Our Staff

     

    Lodha Group’s new campaign ‘Apna Ghar, Isse Accha Kya?’ features actor Akshay Kumar as  its brand ambassador. The film has been conceptualised and created in partnership with Lodha and ANC (Alok Nanda & Company).

    Said Raunika Malhotra, President, Corporate Brand and Communication, Lodha Group: “As a consumer-centric and forward-looking brand, Lodha is compassionate towards the desires of customers and aims at delivering the best quality of life & the finest living experience. Beautifully shedding light on the significance of having an own home, the ‘Apna Ghar, Isse Accha Kya?’ campaign invigorates the sense of rootedness and belongingness that one experiences while being a part of a community. At Lodha, we believe in providing a bespoke and uninterrupted lifestyle to our homebuyers that they can cherish for times to come. The campaign video aptly brings out the essence of having a place of own – a place where one can always go back to.”

    Added Radha Ghai, Senior Partner/Creative Director, ANC: “We worked jointly with the Lodha team to come up with this concept – Isse Achha Kya which focusses on building recognition and need for your own home. We wanted the campaign to be highly emotional and for this particular film the idea was to showcase beautiful memories, heartfelt emotions and long-lasting relationships which eco the sentiments of the consumer who values relationships and rootedness as core foundation of building a family and how your own home can fulfil all. Which sits beautifully below the umbrella thought – home is the best gift you can give your family.

     

     

  • Manyavar would look to promote its entire range of men’s ethnic fashion wear

    Inox signs ad with Manyavar

    By Our Staff

     

    Inox announces a pan-India cinema advertising deal with Manyavar.  Manyavar would look to promote its entire range of men’s ethnic fashion wear.

    Said Anand Vishal, Chief Sales & Revenue Officer, Inox Leisure Ltd: “As a top national brand in the ethnic wear category, Manyavar, generates an awe in the audience with its exquisitely designed products. It is a matter of privilege for us to be a major part of their campaign and delivering every detail to our audience. The deal not only underlines our strong relationship with Manyavar, but also reflects the tremendous audience visibility we fetch for them from the right target groups. With seating guidelines relaxed, an enthralling line up of movies in sight and audience apprehensions settling down, FY22 will be a landmark year for cinema advertising. We are committed to provide the best ROIs to Manyavar and all our advertisers.”

    Added Ravi Modi, Managing Director, Vedant Fashion: “Manyavar is a brand which denotes celebrations, much like cinemas, where the environment is essentially of celebratory nature as family audiences turn up to celebrate special occasions. This unique and significant synergy excites us, and therefore we assign a very high priority to cinema as an advertising medium. Our association of more than 5 years with INOX has been one, which is underlined by reliability, transparency and quality of communications, and we are committed to strengthen it further. We strongly believe that we will start witnessing the same level of excitement and exuberance in the cinema lobbies across the country very soon.”

     

     

  • Sanjeev Kotnala picks his 10 favourite commercials from the American football extravaganza held on Sunday, February 7

    10 Super Creatives from Super Bowl LV

    Representative Image from Super Bowl XXXIX (2005)

     

    By Sanjeev Kotnala

     

    The first Sunday of February holds special attention for me. It is the Super Bowl night. A day full of anticipation and compulsory follow-up viewing. I am interested in the game but the commercials aired with it. As shared by Adweek, it is of minor relevance that Super Bowl 55 Ratings Fell 15%, With 96.4 Million Multiplatform Viewers. I know IPL will never be the Super Bowl of India. In fact, we don’t have an equivalent window where brands expose their freshly minted commercials.

    Every year, a few commercials break and experiment with creative barriers and execution styles. You end up applauding their insight and many times the calibre of execution. Unfortunately, this year, maybe because of lockdown-unlock and still remaining uncertainties, there was not much excitement. However, there were a few worth mentioning in the post. Here are the 9 Brands and 10 commercial ( from some 50+ commercials) that made my list compared to 12 Commercials that made my list last year.

     

    MEET THE KING. JIMMY JOHN- TONY BOLOGNAVICH.

    I was introduced to Jimmy John’s as one of America’s fastest-growing sandwich chains. I never knew that. The spot, “Meet the King,” with Brad Garrett starring as Tony Bolognavich, the “King of Cold Cuts’. I loved the humour. It made me smile when the war became too personal because the family and the employee preferred Jimmy John’s sandwich. I always love the way such creatives explain the rational- functional differences and drive home the point.

     

    NEVER JUST ABOUT THE BEER.

    It is never just about the beer. Let’s Grab a Beer or share a beer has so many inherently active cues and hidden meaning. After all, there are moments within moments when people share a beer. Beer moments are impact moments in many ways.  This is so insightful and true across the category, that it finds a special mention. Here is the commercial from Anheuser-Busch the largest brewery and own brands like SABMiller, Budweiser, Busch, Michelob, Bud Light, and Natural Light.

     

    JEEP; THE ROAD AHEAD. MIDDLE

    Expected after the Trump era and the COVID that we all are fighting with. The impression of inclusiveness and togetherness, adventure, passion and freedom. The age of reunited states of America. The execution is brilliant. Adding one more to the ROAD AHEAD series. It’s impossible to think about where we’re going without appreciating where we’ve been. Here’s to the road ahead.

     

    HELP ALL JOB SEEKERS. INDEED.

    Simplicity always has an advantage. Today, job seekers have a different ecosystem to operate in. And INDEED simply says what it does. Help Job Seekers in a very secular way, without differentiating. So, indeed helps people with experience and people without experience, the starts and the oldies looking for a fresh start. They just help people get a job.

     

    HERE FOR SOME MOTIVATION.

    Oh, how could we have finished without some brand trying to motivate the audience? Be the source of confidence. Here is one that says #Beleive and # YouWill… of #BeleiveYouWill.

     

    If you believe you will, here is another question, will your happiness will be momentary or through the whole game. Are you happy because you win, or do you win because you’re happy? Michelob ULTRA tells you it’s only worth it if you enjoy it.

     

    TIDE TRIES HARD BUT DISAPPOINTS.

    Seems nothing can beat, it’s a tide ad. This year the TIDE Jason Hoodie commercial does not have the same impact. But just for the thought, it makes to my shortlist.

     

    MORGAN ROCKET MORTGAGE- YOU ARE CERTAIN

    Then there is this simple modular communication loaded with humour. It is where the difference is created through advertising. Just like ‘it’s different’ for Maggi. This time, it is the difference between BEING SURE and BEING CERTAIN when you use Morgan Rocket Mortgage.

     

    AND THEN THE MYSTERY.

    Films and Channels are not behind in plugging their hot properties. OLD; the new Horror Movie from M. Night Shyamalan stands out. Personally, I loved each one of his movies. Old seems to have a Stephen King touch somewhere.

     

    You can watch rest of the Super Bowl 55 commercials here. Let me know, if there is someone I missed out which should have the above list.

     

     

  • Stresses the airlines vision for regional connectivity

    Havas bags creative mandate of Flybig airlines

    By Our Staff

     

    Flybig awarded its creative communication mandate to Havas Creative India. As part of the mandate, Havas Creative will be handling integrated creative and media duties for Flybig. The agency kickstarts the brand’s journey with a communication that sends out a clear and targeted message – “it’s time to get ambitions soaring, it’s time to flybig”.

    Capt Srinivas Rao

    Said Capt Srinivas Rao, CEO, Flybig: “Flybig is committed to the vision of regional connectivity and its role and as enabler for development of the Tier 2-3 cities which represent the emerging India. For our communication mandate, we were looking for a partner who can understand what the brand stands for and then articulate it in a manner that resonates with our target audiences.  We are pleased to have found this in Havas and we look forward to their contributions in this critical phase in our journey.”

    Manas Lahiri

    Added Manas Lahiri, President – North, Havas Creative India: “We are excited to have landed the integrated communication mandate for India’s newest, most-convenient friendly airline, Flybig. It is indeed a challenging and demanding year for the airline industry given the renewed rules, and guidelines for travel due to Covid. Flybig’s unique proposition and innovative approach along with Havas Group’s combined expertise will together drive the brand journey to greater and meaningful heights. We look forward to this partnership and an exciting take off!”