MxMIndia

Category: PRODUCTS

  • To inspire people to take action for better health

    Mybyk bicycle-sharing service launches campaign

    By Our Staff

     

    Mybyk, the bike rental and sharing app, launches the ‘Let’s Unlock’ campaign with comedian Manan Desai to introduce and explain Mybyk and its features. The startup has commissioned marketing agency Zero Gravity Communications for this campaign.

     

    Said Arjit Soni, Founder & CEO, Mybyk: “We believe bicycles are a great way to move around for short commutes of up to 1-2 km. For long commutes, we have partnered with Smart City Ahmedabad to set up a network of Drop & Pick bicycle stations for seamless first and last-mile connectivity.”

     

    Added Khushboo Sharma, Founder, Zero Gravity Communications: “Mybyk is not in the business of cycles; it is in the business of cycling. The brand is encouraging individuals to use cycling for their different daily commute needs. Having worked with the brand since its inception, we have an in-depth understanding of consumer behaviour.”

     

     

  • To encourage couples to have conversations about the marriage

    Tanishq & Webchutney launch new wedding campaign

    By Our Staff

     

    Tanishq, in partnership with Dentsu Webchutney, has launched its latest campaign, MarriageConversations. The campaign aims to encourage couples to have conversations about the marriage and the life they want to build together, as much as the wedding itself. The film is crafted by Superfly Productions.

     

    Talking about the campaign, Ranjani Krishnaswamy, General Manager Marketing, Tanishq said: “This wedding season, we want to encourage young couples who are taking the next big step of their lives to pause and talk about the marriage they envision with each other; a conversation where they feel the comfort and honesty with their partners to discuss what truly matters to them. Tanishq wants to celebrate these real conversations that lead up to the moment ‘when it rings true’ for our couples and etch these moments with our engagement rings.”

     

    Added Binaifer Dulani, Creative Director, Dentsu Webchutney: “Tanishq is part of every milestone a couple shares together, embellishing a lifetime of memories. And it all begins when the couple decides to make that commitment. We’re proud of the brand for inspiring and encouraging soon-to-be-married couples to get raw and real and build a strong foundation together, as they inevitably set on a rollercoaster of a journey that is life. We hope couples across India will feel empowered to be vulnerable with each other and talk about their future before they take the big step.”

     

     

  • To encourage lifestyle enthusiasts to browse from their endless selection

    Ranbir & Alia in new campaign of Flipkart

    By Our Staff

     

    Flipkart launched the ninth edition of the ‘India Ka Fashion Capital’ campaign with a focus on being a complete lifestyle destination. It features actors Ranbir Kapoor and Alia Bhatt.

     

    Speaking about the campaign, Prasanth Naidu – Director, Marketing, Flipkart, said” “Flipkart has a strong understanding of customer needs, which has helped us provide them with best-in-class offerings over the years. Today’s shoppers prefer to live a fashionable lifestyle that is both accessible and value-driven. With this campaign, our aim is to establish Flipkart as a value lifestyle destination that caters to various needs and appeals to a diverse demographic across the country. We are sure that Ranbir and Alia will create a unique connection with our target audience and inspire them to look at Flipkart as a one-stop-shop for all their lifestyle needs.”

     

     

  • To campaign for their office stationery with a tagline 'Carve Your Niche'

    HQ by Navneet and Terribly Tiny Tales collaborate

    By Our Staff

     

    HQ, the office stationery brand of Navneet Education, has joined hands with Terribly Tiny Tales (TTT) to launch a campaign for its stationery products. The campaign is titled ‘Carve Your Niche’.

     

    Speaking about the collaboration with TTT, Abhijit Sanyal, Chief Strategy Officer said: “We have taken a unique path to throw light on how journals and diaries can go beyond just writing day to day notes. Terribly Tiny Tales (TTT) have captured our message beautifully through their everyday-life-stories. This will hopefully inspire everyone to take a pause and pen down their thoughts while unleashing their creativity. We want our consumers to be delighted with the overall writing experience. There are not many brands offering products specifically for this niche space and at Navneet Education, we believe in creating products that someone with an inherently good taste would appreciate.”

     

    Added Anuj Gosalia, CEO, TTT: “TTT is a community that celebrates writers, creators and stories. Partnering with Navneet Education for their brand HQ has been the most organic and incredible association. With a custom template to bring the ruled lines of HQ journals into our stories, every piece of content celebrates the power of the written word. These premium journals have a perfect home within the TTT community and we look forward to a long and memorable partnership with the team at Navneet.”

     

  • To woo aspiring homebuyers

    PNB Housing Finance rolls out campaign

    By Our Staff

     

    PNB Housing Finance has unveiled a new ad campaign titled ‘Ghar Jaane ki Khwahish’ (Desire to live in your own home) to create awareness about its ‘Unnati Home Loans’. The campaign captures the sentiments of aspiring homebuyers, reiterating Unnati’s core values that are aligned with the government’s vision of ‘Housing for All’.

     

    Said PNB Housing Finance Managing Director and CEO Hardayal Prasad: “Ghar Jaane ki Khwahish campaign strikes an instant connect with the audience showcasing a perfect blend of the visual and emotional element that highlights the spirit of saving money for bigger dreams and celebrating every milestone that comes on the way. The campaign resonates with a large audience touching their sentiments and portraying Unnati’s core values of serving the aspirations of millions who wish to buy their own home. Our unique product Unnati Home Loans offers a quick, affordable and customer-friendly financial solution. We are optimistic that the ‘Ghar Jaane ki Khwahish’ campaign will augur well for our home loan business and stir conversation around the product.”

     

     

  • Should a media brand refuse allow high dominance on radio or outdoor for an extended period, asks Sanjeev Kotnala

    Can media prevent audience suffocation?

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAlishan. Rokade. Talab. Nanga Putla. You may not know these names. However, if you have recently driven in and around Nagpur and Jabalpur, you will identify them as large regional brands dominating radio and outdoor. They overpower you with high visual clutter and irritate you with their high decibel-high-frequency jingles and mentions on the radio. Nothing wrong with it. Every media needs a client like these. However, if you dig deep, you will know what is wrong with this extended media approach, although it may be working for the brand.

     

    I may be using a few regional brands advertising on radio and outdoor as an example, but TV, Print and Digital, nationally, and regionally are equally infected with the problem. The concerned media should be blamed for neither keeping the audience in focus nor advising the client.

     

    I have driven more than 1700 km in the last two weeks. I’ve been on the road from Mumbai- Aurangabad- Nagpur- Jabalpur. As I start my return journey, I am irritatingly questioned on every turn of the highway- Talab khaya kya. And I loudly curse – Nahi khaya – and change the station.

     

    Every milestone in and around Nagpur on the Chindwara, Seoni or Aurangabad sides keep telling me: Dhule Ka Vishwash, Alishan- Alishan, Naga Putla Chowk, Gandhibag-Nagpur. In fact, the whole of Nagpur is covered with Alishan hoardings. In dominant isolation, clusters or series. One cannot drive more than 1-2 km without seeing a hoarding of Alishan or Rokade Jewellers. And if you have FM on, you can’t hear two songs without an Alishan, Vishal or Rokade spot.

     

    Nanga Putla Chowk. I laugh at the irony of the address. The regional Manyavar equivalent Alishan has its showroom at Nanga Putla Chowk, which is part of Gandhibagh. With Alishan advertising, Nanga Putla is maybe the most well-known landmark in the town. More than Zero-Mile, Santara mandi or Diksha Bhoomi.

     

    I may be exaggerating, but such is the dominance.

     

    INITIAL PROBE

    My first question. Should one expect a local or national media brand to help brands plan and decide better? Yes, for Alishan and Rokade Jewellers the initial burst of outdoor and radio happened during the Covid times. A godsent opportunity for media houses. The brand bought large volumes dirt cheap. The communication helped the initial spike of awareness, familiarity, and brand knowledge. So much so that competition like Vishal for Alishan and for Rokade followed the tested media strategy. Now, the overexposure is not adding much. There is no advantage. I have been expecting the brand will feel the pinch. But the wait continues to be extended. I must be missing some covert business strategy, as the communication is not adding much.

     

    Should media advise on selection, quantum, and frequency of advertisement? Should it consider advising the brand to even tone it down if it is overkill by overspending?

     

    Trust me, I changed frequencies but failed to find a radio station in Nagpur or Jabalpur that was not crowded by the brands referred. One that did not ask at every time with its five-second type spot – Talab Khaya Kya or sang me now the famous lullaby- Alishan-Alishan. However, let me also be honest, as a family, in Nagpur, we drove down to check WTF was Nanga Putla Chowk.

     

    QUESTIONS FOR MEDIA BRANDS

    And it leads me to raise a few questions that may be unwarranted or completely wrong. I am not in media sales. Maybe I am being idealistic. But bear with me and see if I make sense.

     

    Considering their audience interest, should a media brand refuse to allow such high dominance in terms of frequency in radio or visual dominance in outdoor for an extended period. The operating part is an extended period. I have been part of buying 150-200 hoardings in a city twice in my life. Both were strategic calls and for a real short period. These brands have been on your face for far too long.

     

    Should a brand refuse to release a creative it thinks is not good enough or unsuitable for the media? Like a short spot that comes back again and again and just asks you Talab Khaya Kya?

     

    THE UNCONTROLABLE SPIRAL

    If they don’t. Media brands will slowly accelerate the weaning away of audiences. Not because of the content, but because of irritant dominating advertising. Something beyond the level of audience tolerance.

     

    ASKING TOO MUCH FROM MEDIA BRANDS.

    I spoke to many residents of Nagpur and Jabalpur. I find there is a hint of distrust building. The consumers wonder what the brands are up to. They seem to be overspending even after considering discounted media pricing and large scale buying during the covid time.

     

    Where do you draw the line?

     

    Where and how does one say no to such business in these trying times?

     

    Should one even be expecting this from media brands?

     

     

  • Brings together favourite comic book characters Chacha Chaudhary and Suppandi

    Bakarmax creates latest Cred brand film

    By Our Staff

     

    Bengaluru-based fintech company, Cred, has launched a brand film bringing together favourite 90s comic book characters Chacha Chaudhary and Suppandi to promote financial responsibility and independence. This film is created by Bakarmax, an Indian webcomic studio.

     

    Said Trupthi Shetty at Cred: “We at Cred always aim at bringing something unique to our members. Cred is reinventing nostalgia by bringing something new to old with familiar personalities to encourage financial independence and literacy. We are delighted to work with team Bakarmax who came up with this concept, where we could bring in beloved characters from the 90’s to send across the messaging to our members and consumers.”

     

    Added Sumit Kumar from Bakarmax: “It is a pleasure for the team to collaborate with CRED. The process of building a concept that would bring back nostalgia with our favorite characters with a twist, has been a great experience. Highlighting the advancements in the financial industry through a different lens was refreshing. I hope Cred members and consumers enjoy the latest animated film.”

     

     

  • The film is conceptualised and created by Law & Kenneth Saatchi & Saatchi

    Anushka Sharma smiles for Rajnigandha Pearls

    By Our Staff

     

    Rajnigandha Pearls mouth fresheners, from the house of DS Group, has launched its new TVC. Featuring brand ambassador Anushka Sharma, the TVC takes forward the brand’s credo of ‘Achchai ki ek alag chamak hoti hai’. The film is conceptualised and created by Law & Kenneth Saatchi & Saatchi.

     

    Said Arvind Kumar, General Manager, Marketing, DS Confectionery Products: “The brand story of Rajnigandha Pearls is built on the premise of ‘Goodness that shines’ or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of great tasting product coated with shining silver. The new campaign weaves a story on the brand’s philosophy reinforcing the message and depicting selfless goodness that shines through the smallest of acts of kindness to spread joy around.”

     

  • Honda Life Saver Board campaign judged as the best campaign

    Tribes Communication wins Dragons of Asia Awards

    By Our Staff

     

    Tribes Communication has finished at the top with 10 metals at the Dragons of Asia Awards 2021. The big win came on the back of two Golds, one Silver, 2 Bronze and 4 Black metals. The highlight though was the Blue Metal for the Honda Life Saver Board campaign, which was adjudged as the best campaign In India.

     

    The body of work that won the title spanned across 6 of the 17 different categories that were recognized-a fitting acknowledgment for the incredible breadth and quality of work created by the talented teams from both Ignite Mudra and The Max, working tirelessly within the Tribes Group to raise the bar on both creativity and effectiveness.

     

    The wins came for Honda’s Ganapati Festival campaign “Life Saver Board”, which endeavoured to save countless lives during the immersion of lord Ganesha during the festival of Ganpati in Maharashtra and Kansai Nerolac’s Durga Puja campaign “Shera Para Shera Pujo”, which aimed at a go green initiative by collecting plastic waste from across the state of West Bengal and turning it into public benches.

     

    Other metals were won for “NBA in my Backyard”, aimed at promoting the NBA games in India and Michelin’s “Drive the Change” campaigns.

     

    Gour Gupta
    Gour Gupta

    Said Gour Gupta, MD, Tribes Group: “It’s been a tumultuous journey over the last two years through the pandemic, but we at the Tribes Group came together to create the best possible outcome. As a team, we broadened our horizons and created avenues that were unknown to us. These wins are a testament to the tireless efforts put in by the teams and also our clients who believed in the work that we do and help us create campaigns that are both, thought provoking and bring about a positive change.”

     

  • Highlights brand campaign with tagline 'Zameen Se Judey'

    Salman Khan stars Somany Ceramics TVC

    By Our Staff

     

    Somany Ceramics Limited has launched its new TVC brand campaign ‘Zameen Se Judey’ with brand ambassador Salman Khan.

     

    Speaking on the occasion, Minal Somany, Brand Custodian, Somany Ceramics said: “We are feeling ecstatic with the launch of new TVC with our Brand Ambassador, Salman Khan. This year’s TVC is unique but simple, just like Salman Khan. Salman Khan is a world class actor and yet chooses to stay rooted and always has a humble approach in everything that he does. These characteristics of Salman are highly relatable to our brand’s personality i.e. ‘Zameen se Judey’. We are confident that the new TVC will help Somany in building deeper relationship with our consumers and paving the brand in the right direction.”

     

     

  • Launches Rio Heavy Flow Pads

    Radhika Apte features in latest Rio sanitary pads campaign

    By Our Staff

     

    Rio Heavy Flow Pads by Nobel Hygiene launched its ‘stained screen’ campaign featuring the brand ambassador Radhika Apte. The ad is conceptualised by Rio’s marketing team at Nobel Hygiene and written inhouse by Brand Content Editor Shayonnita Mallik. The production was led by Schbang Motion Pictures in coordination with ad-motion specialist Joel Fonseca.

     

    Said Kartik Johari, Vice President, Marketing and Commerce, Nobel Hygiene: “Over the last year we’ve heard our users and worked on their feedback. The result is the all-new RIO Heavy Flow with double wings, longer and slimmer, 3x as absorbent as a regular pad—guaranteed to give you a better period. This campaign for the New and Improved RIO is thus in sync with our endeavour to give voice to women’s menstrual issues and help them choose the right product for their period issues. Don’t settle for anything less than what you deserve.”

     

    Added Rachaita Vyas, Producer of the ad from Schbang Motion Pictures, “It’s not every day that one gets to work on brands that don’t shy away from showcasing the reality. Our aim was to create an impactful message by depicting menstrual blood as it is. And with the expertise of the highly skilled product specialist Joel Fonseca, we were to be able to show the same in the most accurate manner. Further, having Radhika as the face of the brand ensures that the message cut through.”

     

  • Features actor and brand ambassador Bhumika Chawla

    Ogilvy creates new campaign for ITC’s agarbattis

    By Our Staff

     

    ITC’s Mangaldeep agarbatti has launched a TVC with actor and brand ambassador Bhumika Chawla to  showcase its new range of agarbattis with camphor-tulsi and panchamrit fragrances.

     

    Speaking about the new campaign, Gaurav Tayal, Chief Executive, Agarbatti & Safety Matches Business, ITC Limited, said: “Traditions are the core of Indian culture. Our new range of Upaveda agarbattis is crafted with this “connect with traditions” in mind and draws inspiration from the ancient Vedic scriptures. Our communication on this range celebrates the connection with traditions, especially for the younger generation of the family.”

     

    Added Rajesh Mani, Group Creative Director, Ogilvy: “Mangaldeep Upaveda is all about respecting our tradition in the midst of our busy daily lives. We call it the ‘Fragrance of Tradition’ because of the traditional ingredients used. The TVC beautifully captures this aspect with a young boy, always engrossed in his own world, quickly remembering his tradition when he gets the fragrance. A subtle change comes across in him and he kind of time travels to traditions and makes them a part of his daily life/routine. Deepak Thomas, the director from Lucifer Circus has brought the story alive beautifully with his craft, detail, and music.”