MxMIndia

Category: PRODUCTS

  • The brand addresses consumers directly for the first time in its sixty-year legacy

    Lowe Lintas pops a campaign for Supradyn

    By Our Staff

     

    Supradyn, the multivitamin brand owned by Bayer’s Consumer Health division, has relaunched with a new campaign ‘Sahi Poshan Harr Din, Khane Ke Saath Supradyn’ addressing consumers in India directly for the first-time in its sixty-year legacy. The campaign has been conceived by Lowe Lintas.

     

    Said Sandeep Verma, Country Head, India, Bayer Consumer Health Division: “This marks an important milestone for Supradyn which has built a trustworthy relationship with doctors and healthcare professionals over the years. We are now happy to also address the consumers directly for the first time in the brand’s six-decade legacy, leading discussions and creating awareness in the nutrition and multivitamin-multimineral category. Our campaign brings to light Supradyn’s role in complementing a healthy diet, which provides only up to 70% nutrition, thereby bridging this nutrition gap and providing more energy and immunity every day.”

     

    Talking about the campaign, Ritu Mittal, Head – Marketing and Digital, Bayer Consumer Health India, added: “The pandemic situation has reset our priorities, bringing health and wellness to the forefront. With the launch of this ‘first-ever’ Supradyn campaign in India, we intend to educate our consumers on the micronutrient insufficiency in their diets in a relevant and memorable way. We want to encourage them to take One Supradyn Daily tablet every day for improving their energy levels and boosting immunity. The campaign ‘Sahi Poshan Harr Din, Khane Ke Saath Supradyn’ will encompass all modes of media mix with a strong focus on digital.”

     

    Said Tasneem Ali, Executive Director, Lowe Lintas: “We are delighted to be a part of Supradyn’s relaunch, a milestone in itself, that brings to light a relevant conversation in a simple yet memorable manner. The past year and a half have changed the way we look at our health and wellness, showing us how our diet cannot be solely relied upon to maintain energy and boost immunity. Our campaign hence starts a relevant conversation highlighting relatable concerns to draw the curtains on Supradyn’s improved solution that helps you reach your 100% every day.”

     

     

  • Real women, their voice and authenticity, showcased in latest campaign

    Studiowest by Westside celebrates diversity in new ad

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Westside Stores (@westsidestores)

    Studiowest by Westside, announced the launch of their newest campaign #ThisIsMe, featuring real women showcasing their fashion and style. It celebrates diversity and inclusivity.

     

    Talking about the campaign, Umashan Naidoo, Head of Customer, Westside said: “Studiowest by Westside has always addressed the concerns of everyday women. However, with #ThisIsMe, we want to bring alive the fun side of makeup and celebrate women who are so effortlessly breaking barriers by just being who they are. We don’t want to change the way someone looks, instead we want to make them feel amazing with products that just enhance what they are already rocking.”

     

  • The agency will oversee media strategy, planning and buying for the total portfolio

    Carat wins mandate for Sugar Cosmetics

    By Our Staff

     

    Media agency network Carat has won the media mandate for Sugar Cosmetics beauty brands. The account was won following a comprehensive competitive pitch process. As per the mandate, the agency will oversee media strategy, planning and buying for the total portfolio.

     

    Anita Kotwani
    Anita Kotwani

    Said Anita Kotwani, CEO, Carat India said: “We are pleased to win the media business for Sugar Cosmetics. Carat is committed to creating meaningful end-to-end media solutions through data-driven marketing, and to further accelerate the brand’s growth journey. As a team, we are excited to get this opportunity to work with a brand that is loved by the women of today!”

     

    Vineeta Singh

    Commenting on the win, Vineeta Singh, CEO and Co-Founder, Sugar Cosmetics added: “Carat came highly recommended to us. Their strategic thinking, experience, and efficiencies stood out. Partnering with them on our media strategy is reassuring, given their data-driven approach in meeting our brand goals. The beauty industry is ever-changing and we at SUGAR Cosmetics always like to stay ahead of the curve. As a brand leader, it is my topmost priority to ensure that we keep evolving our strategies to meet consumer requirements. I hope our new association with Carat will help us in this journey of keeping up with consumer trends and stay relevant in the industry.”

     

  • Cheers on the #PalatDe spirit through partnership with ICC

    Thums Up partners with Mohammed Siraj

    By Our Staff

     

    After celebrating the ‘Toofani’ spirit with #PalatDe and #TaanePalatDe campaigns at the Tokyo Olympics and Paralympic Games 2020, Thums Up has fast bowler Mohammad Siraj starring in it s#PalatDe campaign.

     

    Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said: “The Coca-Cola Company has been the longest corporate partner of the Olympic Games and our recent associations with the Paralympic Games and the ICC World Cup, underscore the company’s philosophy of endeavouring to be a part of the joyous moments and occasions of its consumers. The ability of Cricket to create unique and memorable moments makes it a robust platform for us to connect with sports fans around the globe. We are elated to welcome Mohammed Siraj, one of the best bowlers in the world on this exciting journey with us. It is inspiring to witness how extraordinary people like Siraj have overcome real life challenges and risen to become a beacon of national pride. Such inspirational stories resonate with the spirit of the brand.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “The spirit of the brand resonates with the stories of grit, hard work and determination of our players, who overcome all hurdles to play for the country. After Olympics and Paralympics, in the third instalment of the #PalatDe campaign, we will be celebrating the victories of our cricketing heroes over their naysayers. Siraj’s story in particular is very inspiring and we are proud to partner with him and have him share his story with the world.”

     

  • The jewellery brand launches campaign for IPL season

    Famous Innovations films for Mia

    By Our Staff

     

    Mia by Tanishq has launched a series of short films as part of its latest campaign, ‘#GiftSmartGiftMia’ for the IPL season, created by Famous Innovations.

     

    Speaking about the campaign, Shyamala Ramanan, Business Head, Mia by Tanishq, said:  “The Mia gifting campaign is an outcome of intense data analysis and social post listening. Jewellery is one of the most gifted categories and an in sighting exercise confirmed that men who believe their partners are modern, independent and expressive veer towards Mia by Tanishq as it is a choice that can never go wrong!”

     

    Added Melvin Jacob, Executive Creative Director, Famous Innovations Bangalore: “IPL is when India’s huge viewership gets into celebration mode. We wanted to use this opportunity to capture fun millennial dating goof-ups and the gifting choices people make. The films pick on the thought that gifting isn’t about spending money, rather it’s about gifting smart and being tasteful. The spots are lighthearted, insightful and fun – and definitely a fresh take in the jewellery space.”

     

  • To handle integrated media services for the brand

    Motivator wins mandate for Spexmojo eyewear

    By Our Staff

     

    Spexmojo, an online eyewear marketplace and a venture of GKB Hitech and Shivkumar Janardhanan, former CEO of Essilor India, has appointed Motivator as its integrated media partner.

     

    Shobit Gupta, Promoter Director, Spexmojo Technologies, said that the idea that Spexmojo is implementing will revolutionise the optical industry in many ways, from sourcing quality products to dispensing the choice of the consumers in a no-compromise purchase journey. Working with a well-known professional agency like Motivator, will bring about world class creativity and effectiveness in communication of this new idea.

     

    Speaking on the win, Mausumi Kar, Managing Director, Motivator said: “We are delighted to onboard SpexMojo into our portfolio. At Motivator, we are continuously honing our expertise to cater to the needs of emerging brands. There is a mutual alignment of ambitions as SpexMojo drives towards becoming India’s largest eyewear discovery platform.  We look forward to help fuel their growth journey”

     

     

  • Sanjeev Kotnala on the ads where a refresh has worked, which he will like to see reworked and even those which could try a role reversal

    So which ads would you like refreshed & rehashed?

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe Cadbury ‘Kuch Khaas hai hum sabhi’ ad is not the first remake case, but it is the first one with an apparent role reversal that has led to a huge buzz. Now, many brands would be asking a question, if their archives hold such opportunities?

     

    REMAKES ARE NOT NEW

    Remakes are not new. Social media is full of remakes. How it started, how it’s going. Whether it’s the same set of people re-enacting a scene. Films have been remade and recrafted to the new context and geographies, so have advertisements. In the case of ads, logically, the iconic/epic ads get remade. However, most of them use the same cast or effect and are not fresh enough.

     

    BUDWEISER REMAKE

    Budweiser remade its ads from the 50s with #SeeHer for International Women’s Day. In this case, the women portrayed in the original ads now had more balanced and empowered roles under the themes of independence, equality, and fulfilment.

     

     

    MONSTER.COM SPOOF – A REMAKE

    Sometimes creative teams and external audiences spoof an ad for a topical tactical gain. This was the case when the iconic 1999 ad of Monster.com was used to create an ad aiming to stop Trump from getting the second term. Watch the spoof ad here.

     

     

    PARTIAL REMAKES.

    Like above, sometimes the cause is a noble one. And we all watched and admired Cindy Crawford recreate the iconic Pepsi ad of 1992 for cancer research and in 2018 came in as a cameo in the Pepsi ad.

     

     

    REPURPOSED REMAKE

    Or you don’t really remake but repurpose the communication. Like TD Bank (ad titled Dancer )  from service went to ask people bank from home. Watch the repurposed ad.

     

     

    REMAKES A CONTINUITY

    In the Indian context, Nirma, Ambuja Cement and Liril have been remade so many times. And there has been not much of a tremor. They just went into a long-running campaign.

     

    GENDER REVERSAL REMAKE.

    Then Cadbury happened. It took the iconic ad  Kuch Khaas Hai hum sabhi  with role/gender change of the main cast (I am trying not to use role reversed). The batter was now a girl and the friendly spectator appreciating the game – a male, a Sardar to be precise. By now, the new ad has been compared to the old in multiple forums. There are blogs, news, and clubhouse discussion where the recent remake of the Cadbury ad has been analysed for the story, purpose, context, and hidden message.

     

     

    OPPORTUNITY IN ARCHIVES.

    The social media jokes and memes started discussing which brand ads would one want to see remade and which one would want no one to try remaking. It is a tough one. A question that is subjective and full of false interpretation. And the more you think about it, you’re your choices vacillate. Here are some that I think would/ could do with a refresh, not necessarily with just the role reversal – but just recontextualising and repurposing. While trying to do so, I realised how the recency of communication impacts you.

    So, I agree with many who think that the current remake of the Cadbury ad is relevant to people who remember the original. The young crowd just see it as one of the millions of ads- good- feel good- nothing excellent.

     

    BLACK COFFEE, PLEASE.

    First on the list – Ericcson One Black Coffee. This was a brilliant one. A lot has changed in consumer behaviour on how they use the mobile. Now the screen size matters. The privacy of a small phone is not sought. What messages can this be infused with? And what happens with the gender role reversal.

     

     

    LALITAJI RELEVANT TODAY

    An ad that is relevant today.  The Lalitaji Surf ad would work in the new price-value conscious consumer. With a WFH lifestyle, even a gender change would be appreciated.

     

     

    ROLE & GENDER REVERSAL IS NEEDED

    The Cadbury Dairy Milk  Silk ad of the boy holding an umbrella for the girl – and that could do with a gender role reversal. An area that should be changing.

     

     

    GENDER REVERSAL IS NOT POSSIBLE FOR THE BRAND

    Anouk had a series of Bold & Beautiful ads in a series. The brand may not be an apt place for the role reversal. Can some brand do the Anouk with a role reversal?

     

     

    TOO EARLY FOR GENDER REVERSAL

    For another brilliant ad –  maybe we are not yet there –  but it could definitely do with a younger version with rile reversal: The SBI insurance ad.

     

     

    RELIGION REVERSAL.

    When you look for the remake, it is possible to go wild with imagination and possibilities. What if gender or religion was reversed in the Tanishq ad, trolled for all its worth.

     

     

    GENDER SENSITIVITY FROM YOUNG AGE.

    Maybe the ad – DAG AACHE HAI is perfect for a role reversal. The elder sister protecting the younger brother or even, the elder brother.

     

     

    NO TO REMAKE

    There are a host of brand ads where one would hate any remake or remake with gender reversal. One will hate to see a remake of Liril original 1985 ad but may welcome one with a fresh model without much tinkering to the original. Ads like  SRK Lux ad, Akshay Kumar Harpic, Axe, Fogg are not a candidate for remake in any way and format.

     

     

    And then the Airtel Boss film cannot be role reversed – as the ad is role-reversed already. If I was to say – let the old original remain untouched, be inspired, don’t remake, rehash the whole thing.

    When the context has changed, and the world has moved on from the earlier communication problem, think afresh and think different. In the case of Cadbury, it had the first-mover advantage. The rest will be followers. And no one looks up to followers.

    ………………………

    In case you have yet not seen the  original Cadbury ad, here it is:

     

    ………….

    Do let me know, if there is an ad from past that is interesting enough for a relevant  remake with gender/role reversal.

     

  • Focuses on women who push their boundaries to achieve their dreams

    McCann films new campaign for Moov

    By Our Staff

     

    Moov, tpain relief creahe m brand, launched its new campaign- ‘Zindagi Ke Beech Dard Na Aaye.’ The two films for the two brand variants – Moov and Moov Strong aim to inspire women across ages to pursue their dreams and aspirations where body pain will not be a deterrent in any way.

     

    Said Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt: “Since its launch, Moov ads have been focused on women who would stop at nothing, no matter what challenges or pain they encounter in their path to reach and fulfil their ambitions. This campaign yet again is a celebration of women and families who stand by each other and come back ‘Strong’er despite any hurdles that they may face. While our products can be effectively used by any individual experiencing pain, our ads in a small way pay a tribute to all those women who constantly do that extra bit to make their own dreams and the dreams of their loved ones come true.”

     

    Added Kapil Batra, Creative Head, Delhi, McCann Worldgroup: “Moov has always believed that pain should never come in the way of our pursuits. Continuing with this thought, our new campaign is an ode to today’s woman, who would like to chase goals come what may. The two stories capture this and shows how Moov enables our women protagonists to live their life just the way they want to, i.e. being unstoppable.”

     

  • The campaign highlights features of 'Bosch Dryer'

    Taproot Dentsu films for Bosch

    By Our Staff

     

    Bosch Home Appliances (BSH), in association with Taproot Dentsu, has launched a  campaign that highlights the drying features of ‘Bosch Dryer’. Conceptualised and executed by Taproot Dentsu, the film showcases the day-to-day ordeal of an urban couple who do not own an automated drying appliance.

     

    Commenting on the campaign, Neeraj Bahl, CEO & MD, BSH India said:  “We are thrilled to launch our first ever dryer campaign in India, showcasing the Bosch range of dryers which requires minimal efforts and provides better drying. Our objective is to focus on the lifestyle and convenience benefits that the category can deliver and closely analyze the mind shift. The demand for premium products in India is increasing and we are confident that this will drive the adoption of newer categories and technologies when people are looking to create better comforts within the confined space of their home. We are looking forward to the vast possibilities for dryers in India and hope to replicate global success of the category in the country.”

     

    Added Yogesh Rijhwani, Executive Creative Director, Taproot Dentsu: “We wanted to find an endearing narrative for Indian couples that helps them realise a bitter truth – till the time you don’t get a dryer, you are the dryer. To make a case for automated drying, we tapped into our collective memories to find the most relatable experiences we could, including the recent experiences from two lockdowns and many Mumbai monsoons.”

     

  • The campaign videos highlight the disadvantages of impure diesel

    Grapes Digital creates awareness videos for Eicher Trucks

    By Our Staff

     

    Eicher Trucks and Buses has called for better sensitisation of truck and bus drivers towards the fuel used in the vehicle. In a bid to raise awareness towards adulterated fuel and perceiving drivers as an important stakeholder, Eicher has come up with a digital campaign underlining the benefits of using unadulterated diesel.

     

    The brand has released a series of three animated videos targeting the truck driver community. The campaign has been executed and conceptualised by Grapes Digital.

     

    Speaking on the campaign, Shradha Agarwal, COO and Strategy Head, Grapes Digital, said: “The motive behind this campaign is to change the mindset of truck drivers who opt for mixed diesel that can have dire consequences on the engine and environment as well. It is necessary to make sure that the oil used is pure and in good condition. In case there is debris in the diesel, it will directly impact the performance of the vehicle. We want to initiate a positive dialogue among the truck drivers through the campaign.

     

  • Launches lowest prices and best value for money campaign

    DDB Mudra steps up shopping experience for Meesho

    By Our Staff

     

    Meesho, the  online shopping platform, has launched the Sahi Sahi Lagaya Hain campaign to appeal to shoppers across Tier 2+ markets. The campaign highlights how customers can access a wide selection of quality, unbranded products at the right price from the Meesho app.

     

    Speaking on the campaign’s value proposition, Megha Agarwal, Vice President & General Manager Growth at Meesho said: “The core concept revolves around the ‘right value’ of a product that users often look for. True ‘value’ means having the right selection of quality products and at the right price. Over the years, we have made this a reality for our users. With industry-first initiatives like 0% commission, Meesho has become the lowest-cost channel for sellers. In turn, they are able to ensure the lowest prices for users on the platform. We are committed to enabling online success for millions of sellers, entrepreneurs, and customers, even from the remotest town in the country.”

     

    Added Pallavi Chakravarti, Creative Head – West, DDB Mudra: “Shopping online is an experience replete with many things – a discount here, an offer there, a new range elsewhere – and we noticed that people are always locked in a struggle between ‘I paid more for this’ and ‘I paid less for that’. That’s how we hit upon the proposition for Meesho’s latest campaign  -on this platform, it’s never about less or more. It’s always about paying the RIGHT price. Using a bargain hunter’s lexicon to bring this thought alive, we created a campaign that we believe does justice to what Meesho does – marrying the offline world with the brand’s online offering, but more importantly, telling a consumer what’s in it for her or him, in an engaging manner.”

     

  • The credit card challenger brand’s first-ever campaign of commercials

    82.5 rolls out new ad for Slice cards

    By Our Staff

     

    Slice has initiated a campaign of three films conceptualised by 82.5 Communications.

     

    Said Sumanto Chattopadhyay, Chairman and Chief Creative officer, 82.5 Communications, India said: “Slice is a unique start-up brand that presented us with something that’s become remarkably rare these days—the opportunity to work on an ad campaign with a single-minded focus. The creative output speaks for itself.”

     

    Added Sangeetha Sampath and Ravikumar Cherussola, Group Creative Directors, 82.5 Communications – South, further said: “A campaign for a credit card challenger brand should challenge the status quo of the category’s advertising. That really was our starting point. And here we are – with a sharp, edgy, youthful campaign that does justice to a card that is ‘nothing like a credit card’.”