MxMIndia

Category: PRODUCTS

  • Mimi Chakraborty to spread awareness among regional markets

    Kriti Sanon ropes in for Joy Personal Care campaign

    By Our Staff

     

    Joy Personal Care, a skincare brand from the aegis of RSH Global, has announced a new campaign for its winter care product Honey & Almonds Body Lotion. Bangla actor Mimi Chakraborty will be seen endorsing the same campaign, targeted at the Bengal market.

     

    Said Sunil Agarwal, Chairman, RSH Global: “Winter-time is extremely crucial for skincare routines as the air is dry and our skin requires nourishment along with moisturizing. Honey & Almonds body lotion is our flagship product and is loved by our customers as well. This is why the lotion is a giant in the body lotion category in India. Kriti and Mimi are beloved faces in their industries and will help us drive the message of using desi ingredients. With life returning back to normalcy, we are expecting demand to be strong in this category during the upcoming winter season.”

     

    Speaking on the creative aspects of the campaign, Poulomi Roy, Chief Marketing Officer, RSH Global added: “Honey and Almonds hold a special place in Indian culture and households due to their immediate relation with ‘nourishment.’ These special ingredients have stood the test of time and still stand relevant despite the new-age esoteric ingredients brought in by the western influence. Through this campaign we break another stereotype that exists in beauty and personal care, that not everything exotic and westernized is superior for skin. As the movement for supporting local products and ingredients gains more momentum by the day, we believe our audiences will resonate with the idea. We are glad both Kriti and Mimi believe in this thought and support the same.

     

  • Titled #ItneSeKyaHoga to celebrate the spirit of Diwali

    Hyper Connect Asia creates film for Kotak MF

    By Our Staff

     

    Hyper Connect Asia, the digital marketing agency, has created a new digital ad film for Kotak Mutual Fund titled #ItneSeKyaHoga to celebrate the spirit of Diwali.

     

    Commenting on the film Kiran Khadke, Co-Founder & Creative Head, Hyper Connect Communications, said: “SIP is such powerful & interesting way of investing, we can learn so many things from it, taking small steps to a bigger dream, power of compounding, discipline and so on. We just picked one such insight to explain the power of SIP with the analogy of food wastage, which heightens during the festive season. Thus, celebrating Diwali in a sensible and sustainable way.”

     

  • Focuses on importance of being prepared to achieve both life and financial goals

    ICICI Pru ropes in medalist Lovlina for digital campaign

    By Our Staff

     

    ICICI Prudential Life Insurance has announced its association with Olympic medalist Lovlina Borgohain, to launch a new digital campaign – “Agar taiyaari sahi ho, toh jeet pakki hai”. Through this digital campaign, the Company intends to communicate the importance of how the right kind of preparation can give an individual the power to overcome any challenges in life.

     

    Said Manish Dubey, Chief Marketing Officer, ICICI Prudential Life Insurance: “We are honoured to partner with Lovlina Borgohain, an athlete whose determination and perseverance has made the country proud. At ICICI Prudential Life Insurance our purpose is to empower people to achieve their goals and enable them to provide financial security to their families. For an individual to accomplish this, it is important to focus on being financially well prepared for the future. We believe there is a natural synergy between our purpose and Lovlina’s journey which exemplifies the pursuit of dreams and goals that require a disciplined approach, dedication, focus and preparedness. The digital campaign reinforces the power of life insurance for an individual to be prepared for any uncertainties in life. We need to bear in mind that for each long-term financial goal to achieve fruition, there is a need for astute planning, appropriate product selection and commitment to stay invested.”

     

  • Features regional brand ambassador, Kinjal Rajpriya, as Gujarati bride

    Kalyan Jewellers unveils ad for wedding season

    By Our Staff

     

    Gearing up for the wedding season, Kalyan Jewellers has launched its digital Muhurat campaign. The new campaign ad featuring regional brand ambassador, Kinjal Rajpriya highlights the wide range of Gujarati bridal jewellery pieces from the company’s Muhurat Collection.

     

    Talking about the newly launched campaign, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said: “India is a vast country with different customs and traditions practiced even within the same state, yet there is something that unites the diversity of traditions that India holds – the ‘Muhurat’ or the auspicious time for the celebration. Weddings are a deep-rooted element of our society and at Kalyan Jewellers, we aim to embrace the importance of every ‘Muhurat’, and our wedding jewellery collection has a wide range of jewellery designs, which will cater to every bride from every part of India.”

     

  • #ClickKaroInsurekaro highlights ease of buying life insurance online

    HDFC Life campaigns for insurance for different life stages

    By Our Staff

     

    HDFC Life in its latest consumer awareness campaign emphasizes on the ease of purchasing life insurance online and its varied offerings for different life stages. The campaign was ideated by creative agency partner Logicserve Digital.

     

    Speaking on the campaign, Vishal Subharwal – Head-Marketing, Digital Business & E-commerce, HDFC Life said: “Over the last one year consumers have been purchasing most products online. However, the idea of purchasing life insurance online is yet to become popular. It has been our endeavour to convey the benefits of buying life insurance online. There is a wide range of life insurance products that are designed to meet the life stage needs of every individual. These can be purchased via the digital platform in a convenient manner. We hope to be able to drive this message through our latest campaign.”

     

    Added Manesh Swamy, Vice President – Creative, Social, PR & Marcom at Logicserve Digital: “After the success of the Buy Online campaign, we wanted to move the consumer from interest to intent via deep-diving more on the plans and the features of the products. Last time the stories revolved around the lockdown phase this time we planned it around the Festive season and unlock phase.”

     

     

  • Showcases the power of digital payments in making everyday life easy

    Amazon Pay’s unfolds new campaign

    By Our Staff

     

    Amazon Pay announced the launch of #AbHarDinHuaAasan – a digital-led campaign that highlights the convenience and safety of digital payments on the platform and its positive impact on millions of customers across India.

     

    Speaking about the campaign, Mahendra Nerurkar, CEO & VP, Amazon Pay India said: “Over the last few years, digital payments have become an integral part of our lives. Amazon Pay constantly works to provide a trusted, convenient, and rewarding payments experience to millions of customers and small businesses. #AbHarDinHuaAasan is our endeavor to demonstrate how digital payments simplify daily lives for these stakeholders. Through this campaign, we have captured various perspectives and stories that further strengthen the sense of trust around digital payments and drive adoption.”

     

     

  • Puts forth its ideology of 'best way to cure health is through care'

    Mullen Lintas campaign for MFine

    By Our Staff

     

    For its latest campaign, healthcare service MFine commissioned Mullen Lintas Bangalore to produce a campaign to build top-of-mind recall for the brand.

     

    Commenting on the campaign, Arjun Choudhary, Founding Member and Chief Business Officer, MFine said: “As much as MFine is a new-age health-tech brand, care has always been at the very core of all that we do. From instant online consultations to lab tests from the comfort of homes, MFine ensures that care is readily accessible and of the highest quality. Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple.”

     

    Talking about the campaign idea, Garima Khandelwal, CCO, Mullen Lintas added: “Popular culture is best created or second best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The auntie gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

     

  • Aims to promote the access and right to good health for every Indian

    Gautam Gambhir is brand ambassador for Redcliffe

    By Our Staff

     

    Redcliffe Labs announced Gautam Gambhir as its brand ambassador. This association is part of Redcliffe’s strategy to promote the access and right to good health amongst all Indians.

     

    Speaking on the collaboration, Dheeraj Jain, Founder of Redcliffe Labs, said, “Redcliffe Labs is pleased to have Gautam Gambhir onboard. Gautam truly embodies fitness and his contribution to the game of Cricket is immense, he also has a large fan base. He has a unique ability to connect to the whole nation to promote the importance of maintaining good health and thus undertaking regular health check-ups. We are delivering on this mission by doing home sample collection from our collection centers, online consultation, building labs across India those are digital first. With Gautam as part of the team, we intend to educate people about the benefits of getting regular health checkups and how such check-ups cover almost a hundred tests that can help prevent fatal diseases, if diagnosed in time.”

     

     

  • Highlights diverse products of wellness brand from TTK Healthcare

    Isobar campaign for Skore condoms

    By Our Staff

     

    Skore condoms has launched a new campaign to position itself as more than just a condoms brand, showcasing its widest range of pleasure product offerings.

     

    The ‘Get Naughtier’ campaign is conceptualised by Dentsu Isobar and comprises digital ad films as the primary medium of spreading the message and supported by digital activities, engagement building influencer activity, and branded content to drive the message over a period of six weeks.

     

    Speaking about the campaign Vishal Vyas, Head of Marketing, TTK Healthcare Ltd said: “We have consciously made an effort to create content that will resonate with young people. We wanted to communicate succinctly that we are more than a condom brand, offering interesting sexual wellness and pleasure products such as Vibrating rings, and Flavoured Lube variants, to Pheromone Activating Spray for men and Pleasure Gel for women. In a category that’s hard to advertise, stereotyped with sleaze and one that invites moral trolling, consumers are barely aware of the diverse offerings in addition to the large range of diverse condoms we have. This campaign deals with these smartly and tries to normalize experimentation and extended playtime for couples’ sans judgement or guilt.”

     

    Added Aalap Desai, National Creative Director, Isobar India: “The category, though creatively fertile, invariably invites a lot many restrictions and censor from mainline media. I am just thrilled that the client was willing to explore a digital only eco-space to market such never-before advertised products. Not only are the media touchpoints relevant to the consumers for whom the products are meant for, but also it’s one of those rare & truly integrated campaigns covering content, social media, performance, influencer marketing and OTT films via a singular narrative. In a way, the challenge thrown at us by the mainstream media only egged us to think naughtier!”

     

  • Sanjeev Kotnala of action cues of audio-visual ‘hammering’ in a recent communication

    Brand Signature Moves… Sahi Hai?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAfter a long time, I am enjoying some of the advertising I see. And the buzz is not because the brands have purposefully commented on some rituals. The ideas are well-presented and powerfully pushed to the audience. Intentional communication delivers a directional message to the unconscious mind. And, if this was unintentional, maybe it is a good post-rationalisation for the idea.

     

    I may not have thought so, but then my friend and consultant Vermajee drew my attention to it. He elaborates over Lawson Williamson, his newly acquired taste in mid-level whiskey. I think he has been minutely observing judges empathising on signature moves of Dance India contestants. I guess it made Vermajee focus on brand signature lines, action cues of audio-visual hammering in a recent communication.

     

    YEH SAHI HAI

    Mutual fund communication at every possible opportunity reiterates ‘Sahi Hai’  for investing in Mutual Funds. The regulatory warning that is part of the communication does not matter. As the statement ‘Sahi Hai’ gets repeated, it starts making sense. In fact, more sense than it should. The uninitiated investors who must rethink their options start seeing Mutual funds with coloured glasses. Their confidence gets further enhanced with every new story, exposure of Sahi Hai loaded with strong visual cues. The pause and the applause are perfectly timed. The use of cricketers – caution statement- logical explanation- push for meeting experts. Saab Sahi Hai. Only if they can get the verbal nail a visual hammer to amplify it further.

     

     

    CARBONATED THOUGHTS

    ‘Toofan Wahi Jo Sab Palat De’ says Thums up. The character dramatically tilts the bottle upside down. It is a powerful visual cue. Drink and flip. The whole story is engaging and delivered powerfully. It again leaves you with a strong visual hammer and an audio nail. The tonality is all masculine and charged up, just like the extra string drink.

     

     

    FANTASY LEAGUE DRUMMING THE DREAM.

    The Dream stories in Dream-11 shout loudly. The brand tells you stories of realised dreams.  It wants you too to dream big. The seed is implanted subconsciously. Think Big. Dream Big. Bet Big. In most fantasy leagues, there is an additional challenge to beat the selection of superstars of cricket. They hurt the ego of an armchair critic who thinks he knows better. The challenge must then be accepted. The game is now beating the cricket superstar acumen as a team selector.

     

    I have been a fan of Dream-11 communications through the years and the way it is evolving. A robust strategic intent and planning is apparent. They know where they are going. From celebrating teams and gully cricket, anything for the game, Dimag se Khel- eek hi Dhoni– Game hai Mahan to realising big dreams. It is different that I see a need for strong regulations for fantasy leagues because of their addictive- habit-forming nature. Any day would love to meet and interact with the Marketing teams behind it.

     

     

    CRED GAINS CREDIBILITY WITH FREQUENCY

    Cred is the joker in the House. One may question the need for high decibel advertising that the brand indulges in. But there is an established format now for the brand. It has two parts. The static, fixed part A and the tactically changing part B with celebrities like Rahul Dravid– Kapil Dev– Neeraj Chopra and more. Cred is leveraging a reverse flip. If the second statement is engaging, humorous and authentic, the earlier information must also be similar. Making that strongly uninteresting functional statement enjoyable enough. Frankly, I hate it- because even though people remember the celebrity stunts- the brand association is strong enough. Strategically, quirky Cred  is building its own unique communication signature.

     

     

    STRONG BYJU

    Byju intrigues. It uses jealousy and competitiveness along with a rational explanation. It seems to be working. I loved how Byju exploited vulnerable parents during the Parent Day #Honourtheirsacrifice with short clips of students. Vermajee rightly points out that Byju was not reminding students of the sacrifices their parents made. It was pushing parents down memory lane. There is always a better chance of them relating to the problems better them than the students.

     

     

    ALL IS NOT WELL

    There are few brand communication that confuses me. I fail to understand the primary intent and why the brand is doing what it is doing.

     

    MISSING UNACADEMY

    Now the last one. #TeachThemYoung by Unacademy is a cryptic one. What the hell is the brand connection? What were they selling or proposing? Even Vermajee is zapped. He tried to decipher the brand intent and gave up. Maybe the stakeholders know better.

     

     

    GOBHI AALU DISCOUNT – NETMED

    ‘Netmeds’ discount advertising featuring Kareena and Karishma Kapoor is silly and confusing. Why should one fall ill to earn discounts on medicine? And that too for vegetables. How sick should I be to get a decent discount at Netmeds to buy even a one-time vegetable? Do I buy medicines t get a discount, or do I purchase medication at a discount? Creative license?

     

    The Netmeds ad on trust and ‘discount on medicine is possible’ works because it reflects customer apprehensions. I would have loved it if they had stuck to quality medicine delivered on time and at a reasonably discounted price. But, please, stop the Gobhi-Aloo discount on medicines.

     

     

    NET-NET 

    We are living in an era of information parity, easy access and social connectivity. Everyone is sharing suggestions- recommendation or their skewed point of view. The brands need to be extra cautious in developing their signature tag, a signature move supported and held by a verbal nail repeatedly hammered visually. Some brands discover it. Sometimes it is a mistake that gets post rationalised. But always better to spend that more time in developing and investing in creating communication with brands signature touch- Just like Men will be men, a powerful idea holding it together. The thought is the brand signature, but the brand association could be stronger. Maybe, (I say maybe as I can’t think how) a consistent signature visual hammering to further strengthen it.

     

     

    You may finally have a signature move or not, a verbal nail or not and a visual hammer or not- but be alive to the reality and life of your audience- be sensitive to their beliefs, region and religion

     

     

     

  • To raise awareness about Index Funds

    L&T Mutual Fund rolls out campaign

    By Our Staff

     

    L&T Mutual Fund announced the launch of ‘Investing ki Kashti’, a digital campaign to raise awareness about the Index fund category. The campaign aims to simplify, educate and raise awareness about the Index Fund category. It emphasises on how investors can ‘Sail Along’ in an ‘autopilot mode’ by investing in Index Funds.

     

    Speaking on the launch of the digital campaign, Kailash Kulkarni, CEO, L&T Mutual Fund said: “Steering a row-boat is fun when there is minimum effort with maximum impact and our latest digital campaign on Index funds highlights the hassle-free feature of this category where an investor is not required to decide on the sectors and the investment style, before investing. We believe in demystifying the jargon of the MF industry and all our communication across the board aims at simple, easy to relate campaigns that a person without any financial knowledge can also understand.”

     

    Added Ankur Thakore, Chief Distribution Officer, L&T Mutual Fund: “The campaign Investing ki Kashti helps contextualise Index funds as a suitable choice for risk-averse investors as it has the risk of minimal tracking error. Hearing kids talk about what appears to be a conversation between two adults adds freshness and drives the message better.”

     

  • Creates space for ‘Bro Code for Health’ to discuss common health issues

    Practo launches campaign for men’s health

    By Our Staff

     

    Putting a spotlight on men’s health, Practo, the healthcare app-based offering, has kicked off its ‘The Bro Health Code’ campaign. Ahead of International Men’s Day on November 19, the campaign aims to encourage men to prioritise, assess and discuss important health problems through the ‘bro’ lingo that millennial men feel comfortable communicating in and can relate to.

     

    Commenting on the campaign,  Srikanth Pinninti, Executive Vice President – Marketing, Practo, said: “November or Movember, as we popularly know it,  is a month dedicated to raise awareness of men’s health issues. But why should talking about men’s health be restricted to just a month? If anything, the pandemic has taught us to prioritize healthcare, irrespective of our age or gender. This initiative is a step in that direction. With this campaign, we are aiming to create awareness about the need to bridge the gap in men’s healthcare and build visibility for health concerns plaguing men. We hope this platform becomes a safe space for men to discuss health issues that they normally wouldn’t talk about.”