MxMIndia

Category: PRODUCTS

  • Kusha Kapila and other influencers partner in latest influencer marketing initiative

    Influencers roped in to launch Paree sanitary pads

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Kusha Kapila (@kushakapila)

    Emerging hygiene brand Paree launches its premium range of sanitary pads – Paree Prima by collaborating with influencers. In its digital campaign #APadThatBreathes, it has partnered with YouTube star Kusha Kapila and other influencers to introduce the newest addition to its premium product range.

     

    Speaking on the launch, Sahil Dharia, Founder, CEO, Soothe Healthcare said, “We are a women centric brand, who understands her hygiene needs. Paree’s brand proposition has always been of ‘Heavy Flow Champion’ and with this launch we want to focus on the premium offering giving her a gentle and irritation free experience. To launch Paree Prima we took the route of wit and humour to open the dialogue on the importance of her needs and features that a women look for in the product. Through this campaign, our call to action for women is to provide her with the pad which lets them breathe and keeps her fresh at all times.”

     

    Commenting on the association with Kusha Kapila, Samta Datta, General Manager, Marketing said, “Launching premium products during a pandemic, especially with severe restrictions around, can demand marketing to start with innovative thinking. With Paree Prima launch, we intend to break the culture of silence in the category with a touch of humor. An intimate & funny glimpse of the period blues is the kind of content that our TG will engage on their phones today.”

     

  • For end-to-end communication and media solutions

    M/Six partners with Dindigul Thalappakatti restaurant chain

    By Our Staff

     

    M/Six, GroupM’s outcome-based agency, has won the creative and integrated media duties for Dindigul Thalappakatti, a restaurant chain that operates primarily in Tamil Nadu, Bengaluru and Kerala, following a multi-agency pitch.

     

    Saket Sinha
    Saket Sinha

    Said Saket Sinha, Senior Vice President and Head of the GroupM agency, “Team M/Six is delighted to have a legacy restaurant chain on board. The food industry has always been India’s favourite and is always on the forefront. With M/Six’s data intelligence and our DNA ‘Xcellerator’, we will take the brand of newer heights. With Dindigul Thalappakatti’s wide presence in India and internationally, and our team’s enthusiasm, M/Six will further strengthen the restaurant’s position and derive significant outcome.”

     

    Ashutosh Bihani
    Ashutosh Bihani

    Added Ashutosh Bihani, CEO, Dindigul Thalappakatti said, “We at Dindigul Thalappakatti are proud of serving unique and authentic food to customers made out of our safeguarded secret recipes of over three generations. As we fast forward our growth in various parts of Southern India and Sri Lanka, we are happy to partner with M/Six as our media agency. M/Six’s agility and consumer-centric approach made us confident of maintaining our leadership in our home market and achieving similar brand relevance in identified target markets.”

     

  • Features existing brand ambassador Janhvi Kapoor

    Sideways Consulting films new campaign of Nykaa

    By Our Staff

     

    Nykaa Cosmetics and Fashion has released a new campaign with its brand ambassador, actor Janhvi Kapoor. The campaign will debut on Nykaa’s social channels and will be further amplified across digital and mainline media.

     

    Commenting on the campaign launch, Shalini Raghavan, Group CMO, Nykaa, said: “At Nykaa, a shared love for beauty has underpinned our relationship with consumers. By listening to them closely and consistently bringing their beauty desires to their doorstep, we have become a much-loved part of their lives and we greatly value this position. With our All that you love campaign we want to acknowledge their emotional connection with us and invite many more women to experience the joy of discovering Nykaa’s limitless world of beauty that cuts across categories and choices.”

     

    Added Abhijit Avasthi, Co-Founder Sideways: “Sideways has conceptualised and brought to life the All that you love campaign keeping in mind that there is something for everyone at Nykaa; where the girl-next-door can play, explore and experiment, looking and feeling beautiful, in a safe judgement free environment.”

     

  • To promote ‘Health OK’, a multivitamin and minerals tablet from the house

    Influencers roped in for Mankind Pharma campaign

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Health Ok Tablets (@healthoktablets)

    ‘Health OK’, a multivitamin and minerals tablet from Mankind Pharma, has launched a digital campaign featuring celebrities and popular influencers like Harbhajan Singh, Harshvardhan Rane, Abhinav Bindra, Prince Yuvika Narula, Ranvijjay Singha and many others to spread awareness about the product.

     

    Speaking on the campaign, Joy Chatterjee, General Manager- Sales and Marketing, Mankind Pharma said: “In the last few months, we have noticed a great response in our sales number for Health OK, our aspiration for this brand is to make the last person living in the remotest areas aware about this product. With this campaign, we intend to expand the reach of the product and consume it because it builds the overall immunity and energy which is quite essential during such times.”

     

  • This time to attain the ‘Vaccination for all’ goal

    Tata Tea launches latest edition of Jaago Re campaign

    By Our Staff

     

    Tata Tea launched its latest edition of #JaagoRe, Iss Baar #SabKeLiye #JaagoRe with an aim to spread awareness on a cause which is the need of the hour in the current state of Pandemic – urging people to lend a helping hand to those who have been a support in our daily life.

     

    Taking an extension from last year’s initiative Iss Baar #BadonKeLiye #JaagoRe, Iss Baar #SabKeLiye #JaagoRe aims to sensitize people and urge them to help those who may need support in their Covid-19 vaccination journey. The initiative calls on individuals to come forward and offer assistance to everyday workers like maids, drivers, security guards and gardeners who may not have access to the right resources, platforms to register for their vaccination or may have limited access to knowledge on vaccination.

     

    Commenting on the initiative, Puneet Das, President – Packaged Beverages (India & South Asia), said, “JaagoRe has always been instrumental in addressing large social issues collectively by spreading awareness and inspiring people to take action. This time, we are focused on protecting those who help us every day by assisting them in their vaccination efforts. The initiative will involve spreading awareness on the need to vaccinate, education and relevant tips, association with community partners to motivate people and finally take a pledge to encourage others to take similar action. Through this initiative, we are aiming to do our bit in supplementing the country in its vaccination drive because we believe that no one is safe till everyone is safe.”

     

  • Will be advertised through news channels and multiple digital platforms

    ICICI Pru launches investor education campaign

    By Our Staff

     

    ICICI Prudential Mutual Fund has launched an investor education and awareness initiative. The integrated multimedia campaign is aligned with the cricket season.

     

    Said Abhijit Shah, Head- Marketing, Digital & Customer Experience, ICICI Prudential AMC: “When it comes to investing, getting asset allocation right is of paramount importance. Balanced Advantage Funds category with its feature of dynamically managing equity and debt allocation helps address this requirement while deftly managing market volatility. This aids in keeping the portfolio insulated from major drawdowns. We believe this type of fund is suitable to all kinds of investors and should be a part of everyone’s portfolio.”

     

  • Will handle ATL responsibilities for the brand

    Madison Media appointed by MP Birla Cement

    By Our Staff

     

    Madison Media has been appointed by Birla Corporation Limited as its media AOR for MP Birla Cement. The agency will handle ATL responsibilities for the brand. The account was won in a multi-agency pitch and will be handled by Platinum Media, a unit of Madison World, based out of Kolkata.

     

    On the partnership with Madison Media, Suvadip Ghosh Mazumdar, Vice President, Marketing of MP Birla Cement said: “We have travelled a distance in the last few years with launching and establishing brand MP Birla Cement. However this is a continuous process with a new set of challenges every year. We welcome Madison to partner us in our next leg of growth.”

     

    Added Vikram Sakhuja, Group CEO, Madison Media & OOH: “We’re proud to be associated with one of the country’s largest cement manufacturer for their media requirements. We look forward to a great partnership.”

     

    Said Vandana Ramkrishna, Vice President, Madison Media Ace & Platinum: “Our integrated media strategy encompassing a rationalized mix of TV/Print/Activation/OOH that is needed to elevate the heritage brand was well-received by all at M.P. Birla Cement. We are extremely excited and proud to welcome M.P. Birla Cement into Madison World and look forward to cementing a perfect partnership with them in the years to come.”

     

  • Campaign draws similarities between preparing for a match and winning over pandemic

    Kapil Dev collaborates with Nissan to fight Covid

    By Our Staff

     

    Nissan India has launched an integrated general awareness and safety campaign with Kapil Dev against Covid-19 through cricket. The seven-video series campaign is available on all digital-led platforms, with a new video going live every third day.

     

    Sharing his thoughts on the collaboration, Rakesh Srivastava, Managing Director, Nissan Motor India said: “The auto industry has led from the front in making strong contributions towards combatting the challenges of COVID-19. As the challenge still continues, Nissan India has chosen Cricket as medium of choice to amplify the message on safety through precautions to win the battle over COVID-19 that we’re fighting as a nation. Towards this, who better than one of the most admirable icons in Indian cricket history that brought home the 1983 World Cup to lead to spread the message.”

     

  • Pays tribute to Covid heroes

    Slice soft drink launches new initiative

    By Our Staff

     

    Pepsico’s fruit flavoured drink Slice has launched its new initiative, ‘Aam Nahi Khaas Ho Tum’. It is a tribute to Covid heroes with voice over by actor-writer, Piyush Mishra. The brand is also changing its logo for the first time to reveal the inspiring stories of these ‘Khaas’ citizens.

     

    Speaking on the new campaign, Anuj Goyal, Associate Director, Tropicana and Slice, PepsiCo India said: “The last few months have been extremely trying for the entire Nation. However, in these difficult times, the resilience of the people of our country has come to the forefront.  We saw an army of citizens: young, old, men, women – all coming together to support each other. Today, through Slice ‘Aam Nahi Khaas Ho Tum’ campaign, we aim to recognize these COVID heroes, and in our own way salute their indomitable spirit by putting up some of their stories in place of the brand logo across platforms, thereby reflecting their moments of courage and selflessness.”

     

  • The film brings alive Hershey's positioning of #DipthemomentinHershey's

    Lowe Lintas salutes kids in Hershey’s new campaign

    By Our Staff

     

    Hershey’s has launched a campaign in which it salutes and embraces children who spent the series of lockdowns patiently by staying indoors. Conceived by Lowe Lintas Mumbai, the film brings alive Hershey’s positioning of #DipthemomentinHershey’s and being #BetterTogether while being #HappyatHome.

     

    Speaking about the campaign, Sarosh Shetty, Marketing Director, Hershey India said: “The lockdowns have been difficult for parents. It has made every parent wonder how they will juggle office meetings, household chores and their kid’s needs at the same time. To everyone’s surprise, children have proven to be a strong pillar of support throughout this challenging phase. This film is a tribute to our little champs, who not only faced every situation with a smile, but also inspired us to keep going – in their own sweet and endearing way. They have helped us create more ‘moments of goodness’ in our everyday lives, which is what brand Hershey’s stands for – it is about celebrating the simple moments of bonding with our loved ones. We hope this film brings that alive for our consumers.”

     

    Commenting on the film, Joshua Thomas, Executive Creative Director, Lowe Lintas added: “Some of the sweetest moments in life are the ones spent with the ones we love, and the bright spot in this otherwise gloomy lockdown was just that. Hershey’s has always stood for precious moments of togetherness and this ad is another expression of that.”

     

  • Celebrates the commitment of healthcare community through Project Rahaat

    Dentsu Webchutney films for Tanishq to celebrate Doctor’s Day

    By Our Staff

     

    Tanishq has launched its latest film to celebrate the commitment of the healthcare community, this National Doctor’s Day which falls on July 1. Written and conceptualised by Dentsu Webchutney, the film revolves around  frontline doctors. Through Project Rahaat, Tanishq is providing medical equipment and infrastructure to help the healthcare workers fight the pandemic and has supported 13 hospitals across the country.

     

    Speaking about the launch of the film, Ranjani Krishnaswamy, General Manager – Marketing, Tanishq at Titan Company Limited said: “Many of our consumers who come from the medical community have been bravely weathering the storm since last year, helping us feel safe one day at a time. While we wanted to honor their resilient and relentless spirit, we also wanted to pause and applaud the unconditional support offered by their families. It requires immense strength, courage, and selflessness to let your loved ones battle it out every single day for the greater well-being of others in need. This film is our humble salute to all such doctors and their inspiring families.”

     

    Added Binaifer Dulani, Creative Director, Dentsu Webchutney: “The narrative spun around the medical community often refers to them as superheroes – but when we do that, we fail to acknowledge that they are also human. Through this pandemic they have constantly had to put us and our families ahead of their own, and that is an emotionally draining decision to make. This film tries to show a real relationship between a mother who is a doctor-frontliner and her daughter, and through it helps us all empathize with the medical community.”

     

  • To address negativity and trolling on social media platforms

    Kreativ Street campaigns for SBI to check internet troll

    By Our Staff

     

    State Bank of India launched its #KindnessIsCool campaign to address the negativity and trolling on social media platforms. The campaign is curated by Gurugram-based integrated marketing agency, Kreativ Street.

     

    Said Rana Ashutosh Kumar Singh, DMD (HR) & Corporate Development Officer, SBI: “State Bank of India has always been at the forefront for taking up initiatives that drive innovation and societal change. With the advent of social media, many users fond a convenient way to express themselves. While many use these platforms to interact, exchange ideas and share positive vibes, some choose to misuse the anonymity that these platforms offer and communicate in a negative and sometimes abusive manner. This is what made #KindnessIsCool a timely and much-needed campaign. Executed with the simple objective of making all of us introspect if our online persona is an accurate reflection of our true selves.”