MxMIndia

Category: PRODUCTS

  • The cookie encourages more fun and play with its "Play with OREO" campaign

    ‘Play with Oreo’, urges cookie brand to consumers

    By A Correspondent

     

    After its much-popular twist, lick and dunk approach, Oreo is on a mission to inspire imagination and playfulness, not only with creative fun with the cookie itself, but in consumer’s everyday lives. The “Play with OREO” campaign shows just how easy and fun it is to be playful.

     

    The “Play with OREO” campaign is a rallying cry to inspire people to bring a little more play into their everyday lives. The first part of the campaign will be an exciting expression of creativity led by the iconic cookie itself & this will be followed by a broader creative range coming into play. To inspire this element of “playfulness” amongst its fans, Oreo will be running a 360 degree marketing campaign. In addition to an exciting new TVC, “Play with Oreo” will be been on a wide array of media like Outdoor, Radio, & in a major way on Digital and Social media.

     

    Speaking on the brand philosophy, Chella Pandyan, Senior Manager, Marketing, Biscuit India and Kids Fuel AP, Mondelez International said, “Play has always been an integral part of Oreo’s brand’s philosophy. The new campaign is an exciting expression of that philosophy and encourages our consumers to add a bit more playfulness into their lives. Our communication will showcase ‘Play’ in imaginative and creative ways through its striking pop art style across media, including digital and social media with its simple message- Play with Oreo.”

     

    He added, “All of us could do with some more play and fun in our hectic, busy lives. Through this campaign we seek to inspire people to do just that in their own little way in their everyday lives.”

     

    The animated TVC created by the Global agency Draft FCB features customized Indian lyrics and regional singers. The commercial encourages the viewers to let their imaginative side take over for some time and simply have fun.

     

    Speaking about this new global proposition, Jennifer Hull, Director Global Oreo, GCT Biscuits Brands & Communications shared, “We launched “Play with OREO” to inspire wonder among consumers across the globe through playfulness.   We encouraged play not only with the cookie itself, but in people’s everyday lives, through things like music, art, and self-expression (among others).”

     

    In India, the TVC will have English, Hindi, Marathi, Tamil, Kannada, Malayalam and Bengali versions. The Hindi scriptwriter is Amitabh Bhattacharya, singer is Anusha Mani and the music director is Rupert Fernandes.

     

  • Amidst the noise, Havells decided to advertise their LED range in a unique manner by keeping the focus on savings – a primary consumer benefit of LED lamps

    Lowe Lintas unveils new campaign for Havells LED

    By A Correspondent

     

    The LED Lights product category has become too cluttered of late with a number of brands unveiling campaigns around the same. Brands like Philips, Syska, Eveready etc have outlined huge budgets to promote products and their associated advantages. Amidst the noise, Havells decided to advertise their LED range in a unique manner by keeping the focus on savings – a primary consumer benefit of LED lamps.

     

    Last year, Havells came up with “Gift an LED” campaign during the festive period. It helped in setting up Havells LED as an ideal gift for the season. This time around they are back with a new campaign which talks about how one can light up other people’s lives using Havells LED.

     

    The new campaign developed by Lowe Lintas Delhi showcases the complete LED range offered by Havells. The communication is based on the simple human insight that when we save money, we tend to become more giving and lend a helping hand to others.

     

    Explaining the rationale behind the campaign, Vijay Narayanan, VP Marketing, Havells India Limited said, “The objective of the new campaign was to build an emotional connect with the consumers while communicating the savings benefit of LEDs. In addition to that we also wanted to showcase the wide range of LED products that Havells has to offer.”

     

    The new television campaign shows the key protagonists helping those in need by using Havells LED lights. Real life situations that lights up the heart and soul were created. Situation 1 – a little girl lends a helping hand to a poor kid to study in the night by keeping her LED lamp switched on through the night. Situation 2 – A shop owner volunteers to help a woman who happens to be waiting for someone outside his shop by switching on the LED lights in his shop. Situation 3 – a CEO of a company brings happiness to two young girls who are playing at an open space outside the office.

     

    Throughout the three TVCs, the core thought is beautifully summed in the campaign with the thought – ‘Jab bill chhota hota hai, toh dil bada ho jaata hai’.

     

    Amer Jaleel

    Speaking about the campaign, Amer Jaleel, NCD, Lowe Lintas + Partners said: “Havells tries not to tell its loyalists why they should buy a Havells. Unlike the other brands who make a ‘sensible’ ‎or ‘savings’ pitch to their consumers, Havells helps you discover what you can do with a Havells LED. So we are telling stories of how people can share light and go beyond the obvious benefits of saving electricity. That’s what will build the overall brand franchise for Havells – Happy Lighting.”

     

    Adding his views, Shriram Iyer, Executive Director – Creative, Lowe Lintas said, “The campaign idea “bijli bachaiye, roshni failaiye” allowed us to tell simple stories of how people can touch the lives of others in need through light. Generosity comes from prosperity – is a guiding principle for this idea and the life incidents that follow.”

     

  • Enables customers cancelling a trip, to reschedule it instead, at no extra cost

    MakeMyTrip launches unique offering ‘Uncancel’

    By A Correspondent

     

    MakeMyTrip has unveiled ‘Uncancel’, a first-of-its-kind feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether. In an added delight, the trip is re-booked at the original cost, making it a win-win for the customer.

     

    The feature was conceptualized by FCB Ulka to enhance the company’s reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again – a sentiment that cut across age groups.

     

    FCB Ulka hit on the idea of ‘Uncancel’ to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief – “Some trips are more than just trips”. FCB Ulka has developed end-to-end communication including Customer Care Centre Scripts, Introduction Mailers, Digital Banners, and the launch films.

     

    Sachin Das Burma

    Sachin Das Burma Group Creative Director, FCB Ulka said: “In advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualization that involved massive changes at their end – in product features, processes and technology integration.”

     

    The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip’s Uncancel then provides a way out for the traveller to continue with their trip at a later date.

     

  • Built on the insight that pimple is the biggest problem among teenagers

    No more pimples, propagates Himalaya Herbals in new TVC

    By A Correspondent

     

    The Himalaya Drug Company unveiled their latest TV campaign for Himalaya Herbals Purifying Neem Face Wash. The new campaign captures emotions attached to the first pimple and how teenagers turn to their near and dear ones to seek solutions.

     

    When you ask a teenager about their biggest nightmare, it’s probably going to be their first pimple. These are real anxieties, which perhaps most teenagers have lived through at some point in their lives. Research also showed that teenagers turn to their family for advice on skincare especially when it includes concerns like pimples; which was the insight that led to the creative idea.

     

    Himalaya’s new commercial reveals how two siblings bond over a shared concern while also throwing light on the emotions attached with the first pimple. The protagonist in the commercial approaches her elder sibling with breakfast in the morning hiding her cheek with one hand. The ulterior motive behind her sudden benevolence is to seek a solution to her very first pimple from someone she trusts and knows has been through a similar problem. The commercial ends with the functional benefit of using Purifying Neem Face Wash for pimple free skin, with the underlying message ‘Himalaya sabsepehle’.

     

    Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company, said, “Being market leaders, we plan to increase penetration and drive category growth which is pegged at INR 1550cr and growing at 15%. Having said that, providing ‘Pimple Free Healthy Skin’ to teenagers has always been the endeavour of ours and pimple is a growing concern amongst them. With our new commercial we want to make Himalaya Purifying Neem Face Wash the go-to solution for teenager’s face care concern and build brand synergy with them. We feel the commercial will connect with the teenagers and enable them to have Pimple free Healthy Skin.”

     

    Created by Code Red, the TVC has been directed by Gajraj Rao and produced by Subrath Ray.

     

  • The campaign opinionates how younger brand has caught the eye of the youth and older brands are ageing

    Gionee unveils new campaign ELIFE S7

    By A Correspondent

     

    Gionee has unveiled a new TEVC for ELIFE S7 that is designed to evoke a sense of one-upmanship. The entire campaign encompasses the complete attitude of the brand which is young, bold and dares to take new strides. The campaign opinionates how younger brand has caught the eye of the youth and older brands are ageing.

     

    The tonality of the campaign captures the desire of the youth for technology and their ease with it. As far as the elder generation goes, the campaign reflects their confusion.

     

    “Speed is a youth trip. The paradox is that they have far more time yet far less patience. But their spare time is their trip time – downloads, surfing, video chats, games etc. And in their world, anyone who doesn’t get the latest in technology is an ‘Ufff Person’. And the closest is their dads,” said Anand Suspi, Creative Director and Copywriter.

     

    The S7 campaign is a series of films that will be aired during IPL. The core thought is extended across digital, retail and outdoor. The films have been shot across various locations in Bengaluru.

     

  • The Turkish cover of "Why this Kolaveri Di" for Coca Cola ad goes viral with over 326,000 views in two days

    ‘Kolaveri di…’ gets a Turkish makeover in new Coca Cola ad

    By A Correspondent

     

    With almost 100 million hits on YouTube, Sony Music has licensed one of the biggest viral rages of 2011 to Coca Cola Turkey. Going beyond geographies, ‘Why this Kolaveri Di’ is one of the biggest hits worldwide, to put it simply.

     

    What started as a simple activity, of posting a video online, progressed to becoming viral nearly four years ago. Coca Cola picked up the tune for their Turkish advertisement and posted the video on May 4, 2015 on YouTube, in which the Kolaveri tune is taken to the beach and given a different twist with the Turkish lyrics.

     

    The video has been picked up well and has garnered over 326,000 views and still counting on YouTube in just two days.

     

  • Star cricketers from 'Sunrisers Hyderabad' unveiled the logo

    DTDC rebrands to DTDC Express Limited; unveils new logo

    By A Correspondent

     

    DTDC launched its new cobranded logo that was unveiled by marquee cricketers of the Sunrisers Hyderabad. DTDC has embarked upon the journey of transforming its identity through a strategic partnership with Geopost’s DPDgroup – Europe’s second largest Parcels Delivery player. The brand name has been re-christened to DTDC Express Limited as the company focuses to enhance their expertise in the logistics industry under their Vision 2020program.

     

    DTDC being the official logistics partner of the Sunrisers Hyderabad for IPL Season8 invited star cricketers David Warner, Trent Boult, Bhuvneshwar Kumar, Dale Steyn and Eoin Morgan to unveil the new logo.

     

    “Our rebranding and rechristening coincides with the firm’s global Vision 2020 strategy which is about repositioning DTDC as a complete express logistics player in the markets we operate in. It echoes our aspiration to focus on qualities that make us different from our competitors and more valuable to our customers”, said Abhishek Chakraborty, Executive Director, DTDC.

     

    The alliance with DPDgroup enables DTDC to provide unmatched service levels to its customers to any part of the world. With DPD’s superior infrastructure, wider geographical network and reach, DTDC is focused to provide customers with one of the most competitive service offerings for the European market.

     

  • The agency won the account of the automobile brand following a multi-agency pitch

    Isobar wins digital mandate of JK Tyres

    By A Correspondent

     

    JK Tyres has appointed Isobar, the full service digital agency from Dentsu Aegis Network, as their digital agency of record. The agency won the account of the automobile brand following a multi-agency pitch.

     

    Sharing his thoughts on the association, Amitabh Prasad, General Manager – Marketing, JK Tyre & Industries said, “We are glad to see the enthusiasm that the people at Isobar have for the JK Tyre brand. While digital campaign planning and implementation comes naturally to a reputed agency like Isobar, what we are really looking forward to is the passion that these digital pioneers will bring to the table.”

     

    Shamsuddin Jasani

    Commenting on the win, Shamsuddin Jasani, Managing Director, Isobar India said, “We are privileged to work with JK Tyres. This win is a testament to the fact that we strive to provide innovative solutions and ideas without limits to our clients. It enhances our credentials as the leading full service digital marketing agency in India.”

     

  • The new B Natural commercial conceptualized by GREY group India 2015 is being aired across all popular south and selective northern channels and has a strong regional presence

    B Natural highlights ‘taste’ factor in new TVC

    By A Correspondent

     

    The juice category is dominated by two key players – Real and Tropicana; with both being positioned on health, a rather sanitized take on health that is all about meal replacement or about sacrificing good food/taste.

     

    Which is why when ITC wanted to enter this category with B Natural, for Grey, the starting point was very clear – we will never ask our consumers to compromise on taste to achieve health.

     

    The consumer insight was that we as a nation have never precluded taste or enjoyment from our pursuit of good health. Our meals are multi-sensory; rich in taste, texture, colours and aromas. It was decided that this code of taste that is so crucial to the Indian consumer, will form the foundation of the messaging. The teams at ITC came up with a product that was so superior in taste, it trumped its competition in every research conducted.

     

    The amalgamation of this insight and product gave birth to the idea of B Natural – a celebration of taste. The enjoyment of great taste is such an innocent and spontaneous joy that no matter how hard you try to hide it, it is bound to show.

     

    Malvika Mehra

    Malvika Mehra, Executive Vice President and National Creative Director, GREY group India said, “Anything coming out from the ITC Foods stable is usually the undisputed leader in taste in its category. That’s the great heritage of this brand. So when it came to  launching their juice brand ‘B Natural’ it was almost instinctive for us to do an out an out taste story. And in keeping with our Indian ethos of ‘jashn’ we decided to make a celebration of it.”

     

    The TVC titled “Sangram Singh” introduces the character of palace guard Sangram Singh – a man trained and conditioned over generations to have an impasse face with no expressions. One can see him staying completely stoic no matter what the situation or news, till he takes the B Natural taste challenge. And when he does take a sip of B Natural, even he finds it impossible from letting the great taste show on his face along with a spontaneous burr of energy in his personality overall.

     

    Ram Jayaraman, Associate Vice President & Creative Head, Grey Bangalore, said: “”To launch a range of fruit juices/beverages in a cluttered market, we needed something different. We found that in something very simple. Taste. Taste at its very core, is instinct. If you have something delicious, the reaction will play out on your face. We fleshed out many ‘blank expression’ archetypes on the premise of ‘Can’t hide the Taste’, and Sangram Singh is the one who made it to the shoot. And lived and smiled to drink B Natural.”

     

  • Launches a new campaign called 'Where do you want to go?

    VIP Industries inspires consumers to fulfill their travel ambitions

    By A Correspondent

     

    VIP Industries is set to grab the attention of the audience with its new campaign ‘Where do you want to go?’. Themed on empowering travelling aspirations, the campaign has been conceptualized by Prasoon Joshi and Director of the Bollywood box office hit movie Queen – Vikas Bahl. The campaign also showcases VIP’s new 2015 collection which has an array of different designs, designed for weddings, holidays and business travel.

     

    The TVC portrays a story of a young girl who appears to be blind and yet is determined to travel across the globe. ‘Where do you want to go?’ touches on the desires of traveling ahead in life and motivating people to overcome all the obstacles. Taking the campaign a step further the brand has associated with Make-A-Wish Foundation of India which believes in fulfilling wishes of children with life threatening medical conditions. As a part of their association, every month VIP will sponsor the travel wishes of these children.

     

    Commenting on this new campaign, Radhika Piramal, Managing Director, VIP Industries said, “We in VIP believe that every individual would like to travel irrespective of their socio economic or health condition, as travel brings joy and experience of a different kind. This campaign is all about urging people to travel and explore. Therefore apart from exhibiting our new collection, we aim to convey an important message of travel through this campaign. ‘Where do you want to go?’ is an inspirational and emotional concept, close to my heart. We hope that people are motivated to travel by watching this campaign.”

     

    Prasoon Joshi

    Expressing his content towards the TVC, Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific & CEO McCann India shared, “Where do you want to go? is an attempt to portray the change in the new confident India through the differently abled whilst subtly displaying the new collection of VIP. This creative thought is built around celebrating the new emotions around the journeys that Indians are undertaking, and the story of the blind girl as a protagonist is a creative metaphor which represents the emotions of a new & bolder India that is forging ahead. The entire team has stayed true to VIP as a luggage brand which has always remained part of Indian popular culture and this commercial represents it contemporary role in the Indian society.”

     

    Speaking about the TVC, Vikas Bahl said, “Directing a movie is far easier than making an ad commercial. You barely have few seconds to convey a message as compared to the hours one has for a movie. ‘Where do you want to go?’ is based on a concept that will make you think of those who can’t normally travel but how it’s possible if you put your mind to it. I hope justice has been done to the concept through my direction.”

     

    Deepak S Bhatia, CEO, Make-A-Wish Foundation of India commented, “We thank VIP Industries for choosing to associate with our cause.to grant wishes of eligible children who wish to travel within India. This will help them be positive and restore in them hope, strength and joy.”

     

    The TVC is currently on-air and showcases ‘Verve Nxt’, a lightweight, stylish collection available in golden yellow. The campaign will witness a 360 degree marketing approach across all the mediums of print, radio, television, digital and social media nationally.

     

  • Maxus decided to co-create integrated branded content with Maa TV

    Maxus devises new campaign for Tanishq

    By A Correspondent

     

    Maxus has joined hands with Tanishq to capture the Southern market as the must-have jewellery brand for weddings through their innovative campaign by integrating the brand with Maa TV.

     

    “Tanishq has an extensive range of regional wedding jewellery for all different communities – a little known fact & essential to communicate. The brand TVC does try to address this, but only that much can be said in a single TVC. The Maxus content team created a win–win association with MAA TV’s editorial team and created a coup of sorts – getting the channel’s most popular faces to create a stunning showcase of the Telegu brides’ must have Telegu jewellery pieces, assuring Andhra/Telengana women that they will get the most spectacular regional range at Tanishq. The MAA protagonist giving their assurance adds immediate believability and trust, something that would otherwise take long to create,” said Sanchayeeta Verma, South Head- Maxus India.

     

    Speaking about the initiative, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “We are delighted to be a part of this one-of-a kind initiative by Maxus in collaboration with Maa TV. Over the years, we have built a very strong bond with the Telegu community and look forward to growing our relationship by continuing to offer best-in-class jewellery. The Telegu wedding collection by Tanishq brings to life the ancient traditions of the Telegu community in true Tanishq form. We understand the importance of jewellery pieces like Vaddanam and Vanki for a Telegu bride, and are proud to showcase our wedding collection spread across traditional gold ornaments to deck the bride in her finest.”

     

    The campaign saw strong soap actors who are the biggest decision influencers in the Andhra Pradesh and Telangana market coming on board. Furthermore Maxus Bangalore decided to co-create integrated branded content with Maa TV.

     

    As a part of the integrated brand campaign Maxus ESP along with Maa TV selected the three most popular faces of Maa TV-Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga)  and Meghna (Sasirekha Parinayam).

     

    In the TVC, the three ladies adorn the traditional Telugu bridal jewellery by Tanishq. Each jewellery piece, which is a Telugu bride’s most faithful companion, is showcased and the craftsmanship is brought out.

     

  • The campaign aims to make MobiKwik wallet a preferred way to transact

    MobiKwik undertakes biggest promo campaign yet

    By A Correspondent

     

    MobiKwik, leading mobile wallet company with over 17 million users and more than 50,000 merchants, announced that it plans to spend Rs. 100 crore this year on its 360-degree multi-media brand campaign. The campaign will include exposure across television, out of home, radio and digital mediums, with the first leg kicking off in May 2015. With the advertising campaign, the company aims to further catalyze the booming market for wallet services that currently stands at around 35 million users, and gain a larger share of the pie.

     

    MobiKwik has awarded its creative duties to Happy Creative Services and its media duties to XPosure mass media. Havas will be leading the OOH campaign for the brand. The company has put up almost 1000 OOH and ambient media units across the top six cities in India, which include Delhi, Mumbai, Bangalore, Pune, Hyderabad, Chennai and Kolkata. The first campaign will run for duration of three months, followed by another campaign that will be launched during the festive season. For the first campaign, the brand’s TV campaign will follow close on the heels of its radio and OOH campaigns.

     

    MobiKwik is already the leading player in the mobile wallet space in the country and aims to disrupt the payments space further in 2015 by opening up the digital payments space for the millions that do not have access to banking services. The company plans to do this by creating an offline retail network of more than 100,000 merchants across India that will serve both as points for cash loading into the wallet and for wallet payments acceptance. MobiKwik has also applied for a Payments Bank license in February 2015. With a potential Payments Bank license, MobiKwik aims to leverage the power of mobile technology to make financial services accessible to people that the existing banking networks have been unable to reach.

     

    A recent example of MobiKwik’s offline strategy is their tie-up with Café Coffee Day, where customers can now pay for their coffee and snack across all CCD outlets via their MobiKwik wallet. The company had also recently appointed Saurabh Srivastava as Chief Marketing Officer. Saurabh was previously VP – Marketing & Product Strategy at ixigo.com and has extensive experience in media, marketing, retail and branding. The company aims to double its marketing team from 20 to 40 people this year.

     

    Saurabh Srivastava
    Kartik Iyer

    Saurabh Srivastava, CMO, MobiKwik said, “Access to digital payments and the quality of payment experience are the two big consumer problems that we at MobiKwik are addressing through our mobile wallet. The age of standing in queues is over. With the massive penetration of mobile internet and smartphones in the country, we aim to make MobiKwik wallet a ubiquitous way to transact on the go, cutting across geographies and consumer cross sections.”

     

    Kartik Iyer, CEO & Co-founder, Happy Creative Services Pvt. Ltd. added, “We are extremely proud to have been chosen to partner with MobiKwik to take their brand forward. There are many brands who operate in the payment space but yet don’t operate like a true wallet. MobiKwik is actually the one true player in the digital payments space. In a scenario where the country is quickly changing its behaviour due to tech interventions at various touch points, it is an exciting time for a brand like MobiKwik. We see immense possibility of the brand to rise as a true leader in the space. This is just a starting point.”

     

    MobiKwik has recently raised close to $25 million in a Series B round from Tree Line Asia, Cisco Investments, American Express and existing investor, Sequoia Capital. The company plans to raise another $100 million in the latter half of 2015.