MxMIndia

Category: PRODUCTS

  • The tagline is Sahi Prep Hai Toh Life Set Hai"

    Mirchi features Kartik Aaryan for GradeUp campaign

    By Our Staff

    Mirchi Brewery has launched a campaign for Gradeup with the tagine ‘Sahi Prep Hai Toh Life Set Hai’. With Kartik Aaryan as the face of this campaign, the brand drives home the message through a series of digital films.

    Said Vipul Nagar, National Solution Director – Mirchi: “At Mirchi Brewery, we strive to provide customised creative solutions to our discerning clients that help achieve specific goals. Thus, with an aim to make a mark for Gradeup in a rather cluttered EdTech space, we conceptualized the ‘Sahi Prep Hai Toh Life Set Hai’ campaign. Through a series of digital films featuring Kartik Aaryan, the campaign connected with the young students of today to highlight the brand’s unique offerings and how it helps them not just prepare for competitive exams but for life.”

    Added Ankit Gautam, AVP Marketing, Gradeup: “Mirchi was able to build a great campaign from a very deep-rooted cultural insight, which instantly connects with the audience and has a strong brand association. We are very happy with the way the ad films have come out and are graining great traction in the market. While picking up agency, we decided to go with Mirchi because of their in-depth market research and the directional approach”

     

     

  • With promise of being ‘Sabse Thick Sabse Tasty'

    Slice launches new TVC

    By Our Staff

    Mango drink Slice brand has unveiled its ‘Sabse Thick Sabse Tasty’ campaign accompanied by a new TVC featuring brand ambassador Katrina Kaif.

    Said Anuj Goyal, Associate Director, Tropicana and Slice, PepsiCo India: “Consumers have expressed immense love for Slice which is a testament to our confidence in the product. However, we wanted to take a step further and encourage our consumers to take the new Sabse Thick Sabse Tasty blind taste challenge to bolster Slice’s position as the tastiest and thickest mango drink in India. We are excited to reach out to our consumers this summer through this campaign featuring the incomparable Katrina Kaif.”

     

     

  • Eduseries informative series exclusively for women customers

    Kotak Silk launches financial webinar for women

    By Our Staff

    Kotak Mahindra Bank Limited (KMBL) announced that it will be conducting an informative education series on financial matters for customers of Kotak Silk under its #SheisTheChange initiative.

    The financial webinar will feature leading female financial experts who will enlighten Kotak Silk customers on saving, investments, and financial behaviour.

    Said Elizabeth Venkataraman, Joint President – Consumer, Commercial & Wealth Marketing, Kotak Mahindra Bank: “Women are often dependent on male members of the family for financial advice. Through our #SheIsTheChange initiative, we want to change this male-dominated narrative. Why shouldn’t a woman take control of her money matters? Women today are making a mark in every field. They have every right to take charge of their finances in the way they like. #SheIsTheChange calls upon all women to lead, take charge of their financial matters and make well-informed financial choices. The webinars will be interactive and explanatory and will help in calming the financial worries of our esteemed Kotak Silk patrons.”

     

     

  • As brand ambassador to promote new mantra to 'Take It Light'

    Cadbury Perk brings back Alia Bhatt

    By Our Staff

    Cadbury Perk has roped in Alia Bhatt yet again for a new campaign. The film encourages consumers to face life’s twist and turns with tagline ‘Take It Light’.

    Said Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India: “Cadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging – we propagated the message of ‘Masti’ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Today’s youth believe in facing life’s stresses with lightness. Our launch film and tagline ‘Perk khao, Light ho jao’ attempts to land the message that Perk is THE light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia D’souza and Ananya Panday who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the ‘Take It Light’ proposition to life effortlessly with her bubbly persona and strong youth connect.”

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “This is a super fun idea on lightness, executing this was truly a ball. Working with Alia, Pavail and Bob was just lots of masti. I believe, the social surround around the idea and the film will beautifully bring the core idea to life – Perk khao, light ho jao.”

     

     

  • Fosters inclusion with #BringingWomenBackToWork

    SBI General Insurance campaigns for women

    By Our Staff

    SBI General Insurance has launched the #BringingWomenBackToWork initiative to encourage and hire women looking to rebuild and resume their careers after a break.

    Said Shharad Dhakkate, CHRO, SBI General Insurance: “It has always been our endeavor to provide the right opportunities to deserving talent. At SBI General, we believe that our talent pool is the backbone of the Company. With #BringingWomenBackToWork initiative, we aim to provide women a platform to facilitate their journey towards their career goals which they may have put on hold for various reasons. We believe that, this initiative will create opportunities as well as enable us to augment our workforce and grow from strength to strength.”

     

     

  • Recognises achievements of women

    Embassy Group celebrates Women’s Day with new video

    By Our Staff

    Real estate firm Embassy Group has launched a new campaign “Choose To Challenge” for Women’s Day. The video celebrates the women of Embassy.

    Said Vineet Singh, Group CMO, Embassy Group: “The last 20 years have witnessed a massive change in the social fabric of our society where increasingly women are making a mark for themselves in every sphere of life which also includes the corporate world. The real-estate sector is no exception which is gradually seeing more women take important roles be it in the leadership team and frontline roles. At Embassy Group, keeping in line with our future first vision, we have constantly strived towards creating an inclusive workplace with equal opportunity for all, where women employees have always played a pivotal role in every level of the organisation. Keeping this in mind, our women’s day digital video is our small effort to celebrate these achievements by showing how women are constantly opening the doors to a future first world where conversations happen on an ‘individual’ level without gender playing a role in it.”

    Added Sonia Khurana, COO, Digitas, India: “When the idea of creating a video to celebrate women on IWD came up, our collective reaction was that it would be a cliche. But it soon sunk in that dismissing it is the real cliche. The reality demands constant reminders to claim what is rightfully ours and the inclusive Embassy culture made it organic and easy for us to craft this video. Why shy away from telling the truth, especially when it can have a positive domino effect in the industry and the world at large.”

     

     

  • As part of the campaign, Ceat released a digital video that highlights the need of change in the mind-set of the society on how it perceives women and their abilities

    Ceat’s #UthaoSawalBadloKhayal campaign for IWD

    By Our Staff

    Ceat Tyres launched a digital campaign called #UthaoSawalBadloKhayal on the occasion of International Women’s Day (IWD).  As part of the campaign, Ceat released a digital video that highlights the need of change in the mind-set of the society on how it perceives women and their abilities.

    Said Amit Tolani, Chief Marketing Officer, Ceat Tyres: “Today’s women are breaking all sorts of barriers and stereotypes and succeeding in every sphere of life. This campaign is a small tribute from CEAT to all such women. The idea of this campaign is to build awareness of the biases that society still holds about women and their abilities and how we all can proactively change that mind set.”

  • Targets Gen Z and shows how workouts can #StartAnywhere

    Lowe Lintas creates ad for Fastrack Reflex 3.0

    By Our Staff

    Fastrack has launches its latest smartband offering, Reflex 3.0. And for this, a campaign has been conceptualised by Lowe Lintas Bangalore.

    Said Ajay Maurya, Head of Marketing, Fastrack: “This fun, bold, spontaneous film speaks the language of the Gen Z’s who don’t believe in set definitions when it comes to fitness. They believe in being fluid in their thinking and impulsive in their actions. The latest Fastrack Reflex 3.0 smart band comes with 10+ sports modes which makes starting your fitness journey as easy as it gets. The film beautifully lands the message: With the Reflex 3.0, you can start your fitness journey just anywhere.”

    Added Puneet Kapoor, Regional Creative Officer, Lowe Lintas: “Fastrack has always stood for the audacious and uninhibited expression of youth identity which can’t be locked in templates or boxes. This applies equally to their idea of fitness also, which spills out, ever so freely, from the walls of gyms and lines of courts, to almost anywhere. That’s the central idea of this film with the many features of Reflex 3.0, keeping a tab with it’s exciting modes no matter where you start.”

     

     

  • With new campaign created by Taproot Dentsu & Dentsu Webchutney

    Facebook bats for stronger consumer connect

    By Our Staff

    Facebook has launched a new phase of its consumer marketing campaign in India – ‘More Together’. The 360-degree campaign has been conceptualised and executed by Taproot Dentsu and Dentsu Webchutney and will go live in multiple languages across TV, digital, print, radio and OOH.

    Said Avinash Pant, Director – Marketing, Facebook India: “Facebook is deeply entrenched in the cultural fabric of India. Everyday we see different ways in which people across the country come together on our platform to create meaningful connections, fuel discovery, and help and support one another. This ability to connect and share with the world can lead to endless possibilities, and we feel humbled with the stories where our family of apps have provided this value to the people. Our consumer marketing journey over the past year has been focused on showcasing these diverse stories with the underlying belief that people can do more together than alone, and we continue to rally behind it.”

    Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “People want to be more, experience more, inspire more, help more, relax more, shine more – it’s in our DNA, this need to do more for ourselves and indeed for the world we live in. Facebook is a means to that end – a place where people come together resulting in delightful, sometimes entirely unexpected outcomes. This campaign will capture many such stories and trace the trajectories of people like you and me, who shared something with the world and got so much more back in return.”

    Said GD Prasad, Vice President, Dentsu Webchutney: “On Facebook, everyone is just a conversation or comment away from unlocking the potential of achieving more together. With #FBpePoocho, we are celebrating the power of community. Our aim is to encourage people to activate their network, and in the process, help themselves and others grow. We’ve done this through interesting, everyday stories of people who’ve come together through the platform to realise impactful, incredible outcomes.”

     

     

  • Releases its maiden campaign

    Mullen Lintas wins mandate for Nature’s Essence

    By Our Staff

     

    Mullen Lintas has won the creative mandate for Nature’s Essence, a skincare and haircare brand backed by Samara Capital. The new campaign is part of the revamped brand strategy, crafted by Futurebrands.

     

    Said Amit Chopra, CEO – Esme Consumer: “For more than 20 years, Nature’s essence has helped women discover their real beauty through its range of Facial Kits, Gels, Creams and Face washes.  Our first campaign, “Hello Beautiful”, encourages every woman to discover their inner beauty by embracing the best that nature and technology has to offer.”

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Nature’s Essence’s range of beauty products for everyday skincare make you meet your new beautiful skin, as though you meet yourself for the first time. We won the business with the strategy of making beauty a conversation with self, talking to the new confident audience that is not seeking or cares for external validation or admiration for her newfound beauty, but making herself her biggest fan and admirer.”

  • Mirchi has renamed its radio station from 98.3 to 98.Stree for the 10-day initiative

    Mirchi & Modicare collaborate to campaign for women

    By Our Staff

    Modicare Limited and Mirchi are back with their women empowerment campaign – ‘Sapno Ki Azadi’, Kickstarted on March 3, ’Sapno Ki Azadi‘ campaign” will run for 10 days on radio and digital, across eleven cities.

    Said Samir Modi, Founder and Managing Director, Modicare Limited: “A nation cannot truly progress till each and every woman is empowered to fearlessly pursue her dreams. When women thrive, all of society benefits. For us at Modicare it has always been paramount to create an ecosystem where women get equal opportunities to grow and pursue their dreams. We have over 3 lakh consultants joining us every month, out of which 60% are women. Today, after 25 successful years in the business, we have innumerable success stories of women who decided to take charge and be fearless in their pursuit of success. Modicare has also been recognised amongst India’s 50 Best Workplaces for Women. Through Sapno Ki Azadi we wanted to share their inspiring stories with the world and motivate others to pursue their dreams.”

    Added Shivangini Jajoria, Senior Business Director from Mirchi: “Modicare’s brief of celebrating every women’s right to dream inspired our team to create this multi-platform campaign which rides on the connect our RJ’s have built with their listeners on both radio and social media. Through ‘Sapno Ki Azadi’, we hope to inspire while we entertain.”

     

     

  • Created by Ogilvy and directed by Shoojit Sircar

    Greenply rolls out new TVC

    By Our Staff

    Greenply Industries Limited has launched its new set of TVC campaign ‘Khud bane Ho Toh, Greenply Banta Hain’. The TVCs, which celebrates the resilience of human spirit, have been created by Ogilvy India and is directed by Shoojit Sircar.

    Said Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd: “We at Greenply understands what it takes to make it on one’s own. As our brands philosophy we always appreciate the length to which individuals go to fulfill their dreams. This campaign is a salute to those self-made people and their indomitable spirit.”

    Added Sujoy Roy, Executive Creative Director, Ogilvy India:”The campaign is a tribute to the undefeated resilience of humanity. The characters are people we can easily relate to. We feel their frustrations because we have all been in their shoes. That’s why their hope is our hope. The mood of the campaign gets succinctly translated into the familiar Tagore song we hear at the end. The message is clear: walk the solitary path even if no one comes to walk with you.”