MxMIndia

Category: PRODUCTS

  • A campaign to educate audience about saving tax under Health Insurance

    SBI General launches awareness initiative

    By Our Staff

     

    SBI General Insurance has launched an awareness campaign on Save Tax with Health Insurance. Titled “#BahaneChhodoTaxBachao” the campaign will also underline the other benefits of opting for health insurance.

     

    Commenting on the campaign, Shefali Khalsa, Head – Brand and Corporate Communications, SBI General Insurance, said: “At SBI General, we are cognizant of the fact that while there is an increase in the awareness level for health insurance, but a major part of the population is still underinsured. Additionally, there is a lack of awareness that health insurance can also help save tax under section 80 D of Income Tax laws of India. This was the core brief for the new #SaveTax Campaign launched by SBI General riding on #BahaneChhodoTaxBachao.”

     

  • Roll out a digital film

    Paytm & Dentsu partner for financial autonomy of women

    By Our Staff

     

    Paytm in association with Dentsu Impact has rolled out a campaign with a digital film. The film also takes forward Paytm’s belief to be an enabler for women’s financial autonomy.

     

    Commenting on the campaign, Anupama Ramaswamy, National Creative Director & Managing Partner, Dentsu Impact said: “Giving it back, by paying it back makes the intent of this campaign palpable for both women and men. The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation.”

     

  • Features senior actors and real-life partners – Anil and Swaroop Khopkar

    Wavemaker films for Friends adult diapers

    By Our Staff

     

    Friends Dry Pants – the flagship brand of Nobel Hygiene, specially designed for people suffering from incontinence, has launched a digital film to spread awareness on how the use of adult diapers can mean ‘urine leakage se azadi mubarak’.  The film features an elderly couple essayed by Marathi theatre actors and real-life partners – Anil Khopkar and Swaroop Khopkar.  The video was conceptualized and filmed by agency Wavemaker India.

     

    Said Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene: “We have found that consumer truths resonate the most with our audience, and consequently, helps them break the adult diaper taboo at home. Also recently, a primary study we conducted found that it takes anywhere between 9 months and 1.5 years for those facing incontinence to start using adult diapers. For several months, sufferers attempt to ‘manage’ concerns instead of choosing dry pants because of social stigma. Consequently, we used consumer truths heroed by our female protagonist in this ad showing her as a trendsetter and urging her husband to join the dry pant league! We were helped by the real-life chemistry of Mr and Mrs Khopkar, and we hope to keep making many more such slices of reality for our growing audience.”

     

    Speaking on the campaign, Karthik Nagarajan, Chief Content Officer, Wavemaker India added: “With this Friends campaign our attempt was to encourage conversations around the category without feeling awkward or embarrassed and show adult diapers as a part of their existing life that they’ve embraced fully. By showing an elderly couple enjoy their life while accepting their need for an adult diaper was the key to normalizing the conversation.”

     

  • Gets back celebrity pair Gajraj Rao and Priyamani for the campaign

    Wunderman Thompson rolls out sequel film for Tata Pravesh

    By Our Staff

     

    Wunderman Thompson has created a 360-degree campaign for Tata Pravesh steel doors and windows, subsidiary of Tata Steel. Produced by Small Fry Productions, the film – propelled by the combined celebrity of Gajraj and Priyamani –  is supported by print, OOH, POS and digital.

     

    Commenting on the film, Animesh Roy, National Business Head – Tata Pravesh, Tata Steel Ltd., said: “The previous campaign ‘Akela Hi Kaafi Hai’ helped Tata Pravesh enter the consideration set of customers and we’re proud to be part of 50,000+ Indian homes. The latest film will hopefully bring many more households into the Tata Pravesh family. The popularity of Gajraj Rao & Priyamani will not only further enhance awareness of the brand but also effectively deliver the message that Tata Pravesh comes with its own frame and Individual Home Builders (IHBs) need to call us before installing an ordinary frame.”

     

    Commenting on the creative concept, Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, said: “In this film, we take up where we left off in the first one. Gajraj Rao is no longer the naïve, unsuspecting customer of the first film. And Priyamani makes a heart-stopper of an appearance in this one. The effort was to tell the story in an entertaining and engaging way with penny drop moments that are sure to bring a smile. Who says you can’t have fun while introducing a toll-free number?”

     

    Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said, “Getting Gajraj Rao and Priyamani together was a casting coup of sorts by the Wunderman Thompson team. They really helped bring this script to life and made it a very entertaining and memorable film. We are really looking forward to seeing the response to this new Tata Pravesh campaign.”

     

  • To bring the brand's ideas to life in the creative canvas

    Reset Tech appoints Shirin Johari as Creative Head

    By Our Staff

     

    Shirin Johari
    Shirin Johari

    Health-tech company Reset Tech has appointed Shirin Johari as its creative head. She will be working closely with the management to bring the brand’s ideas to life in the creative canvas and take integrated messaging to the users and media alike.

     

    Said Reset Tech Founder Karan Talreja: “While Shirin’s portfolio and accolades speak for themselves, I believe our brand’s messaging and outreach will specifically benefit immensely from her creative direction. Her rich experience in design, brand building and storytelling will surely make the brand stronger and create a fresh outlook for our existing and prospective consumers.”

     

    Added Johari: “There is a compound value that has emerged in my ability to collaborate in unfolding larger visions from having innovated as an advertising creative and an entrepreneur. To build exciting, enlightening and impactful work in the confluence of mindfulness, science and creativity, is a space that deeply resonates with and thrills me. So coming on board RESET TECH to launch and build the Aayu app, with such a fabulous team seems serendipitous.”

     

  • Features stand-up comic Aadar Malik and Ayush Mehra to promote fitness

    Cultbike.fit rolls out new campaign

    By Our Staff

     

    Cultbike.fit, the fitness bike brand, recently acquired by Cult.fit, has launched a new campaign. The promotion features stand-up comic Aadar Malik and actor Ayush Mehra.

     

    According to Mohit Ahuja, Marketing Director, Cultbike: “The campaign will make a difference in the attitude towards correct fitness amongst the audience. Continuing with our commitment to make fitness content fun and consumable, we’re introducing Pushkar and Bhaskar to the cultverse. We want to share the same bond of friendship with our users as that of these two.”

     

  • To display toughness and power

    Tiger Shroff to be brand ambassador of APL Apollo steel pipes

    By Our Staff

     

    APL Apollo Tubes Limited, branded steel pipes manufacturer, has roped actor Tiger Shroff as brand ambassador for its exclusive product line ‘Apollo Column’.

     

    Commenting on this announcement, Sanjay Gupta, CMD, APL Apollo said: “Our association with the young sensation and the heartthrob of millions ‘Tiger Shroff’ is like coming together of two promising stars. Just like Tiger Shroff has established himself as an unrivalled icon reflecting strong body and swift moves, Apollo Column has become an essential feature in the Pre-Engineered Buildings due to its high weight bearing capacity and enhanced construction speed.”

     

  • Focuses on affordable healthcare for SME work-family

    Onsurity launches brand campaign

    By Our Staff

     

    Onsurity, a monthly subscription-based employee health benefits platform, has launched its first digital campaign that focuses on the ‘#GiftOfSurity’ for SME work families. The campaign demonstrates that expansion of health benefits is a vital step for SME and start-ups to pave the way in India’s effort to achieve Universal Health Coverage.

     

    Commenting on the campaign, Samar Kagalwalla, Head Growth & Marketing, Onsurity said: “We believe our colleagues are like family…a ‘work family’, the GiftOfSurity campaign has captured various perspectives and stories that further strengthen the sense of building trust around healthcare benefits to employees. With our vision of “Healthcare for All” we aim to enable and empower 330 mn SME workforce which contributes almost 29% of India’s GDP.”

     

  • Positions itself as one-stop solution provider of supply chain financing

    KredX fintech unveils new identity

    By Our Staff

     

    KredX, financial services provider, has rebranded its identity of becoming a one-stop solution for supply chain financing for businesses. As a part of this rebranding, the company unveiled a new logo and a revamped website.

     

    Said Manish Kumar, CEO and Co-founder of KredX: “Customers are the core of our business and as a customer-first company, we are committed to delivering innovative solutions as per their requirements. We realised that our customers wanted us to take a deep-dive into supply chain finance and to become an end-to-end solutions provider that can cater to all aspects of supply chain financing and not just invoice discounting. Therefore, our rebranding initiative is a sincere effort to showcase this change and our commitment to the cause.”

     

     

  • With three films emphasising Equity Linked Savings Schemes

    Axis Mutual Fund launches campaign

    By Our Staff

     

    Axis Mutual Fund unveiled its new campaign for the upcoming tax season called #ELSSHaiNa. The investor education campaign aims to reiterate the importance of investing in ELSS (Equity Linked Savings Schemes that offer tax benefits under section 80C of the Income Tax Act) as a preferred and hassle-free option to save on tax.

     

    Said Chandresh Nigam, MD & CEO, Axis AMC: “At Axis AMC, we have always upheld the importance of Responsible Investing. As money managers, it is our duty to not only educate investors about the significance of investing in quality assets over the long term but also help them grow wealth while saving on tax in an efficient manner. ELSS is an option that is known to all investors. But without having spent the adequate time to optimize the right tax planning solution, investors often make hasty decisions and miss out on the most logical and easy option.”

     

    Said Raghav Iyengar, Chief Business Officer, Axis AMC: “Thanks to the continued efforts by MF industry, ELSS has started to gain widespread acceptance amongst the investor community. However, tax planning is still viewed as a strenuous and chaotic task. We need more awareness initiatives and campaigns such as ours, will be instrumental in connecting with the wider masses. The three distinct narratives of #ELSSHaiNa focus on capturing investment sentiment across age categories, genders, geographies. Furthermore, Axis Mutual Fund’s 360-degree approach for the campaign will leverage the power of digital, TV, radio, and the print medium to resonate and engage with the target audience.”

     

  • Stars Sara Ali Khan getting candid on her weight loss journey

    WondrLabs films for brand campaign of HealthifyMe

    By Our Staff

     

    HealthifyMe, the health and fitness app, has unveiled its first brand commercial campaign ‘Sab karenge try’ to drive adoption of health in the new year. Starring PCOD fighter Sara Ali Khan, the ad films celebrate HealthifyMe heroes from Sara’s  PoV and encourages the viewers to try the app as well. It is conceptualised by WondrLabs and the in-house creative team at HealthifyMe.

     

    Speaking about the campaign, Tushar Vashisht, CEO & Co-founder at HealthifyMe, said: “We are excited to launch our first TV campaign and have Sara Ali Khan as our brand ambassador. Sara is a high achiever who has herself been on a tremendous fitness transformation as she lost 40kgs and overcame PCOS – going from being overweight to one of the fittest bollywood celebrities. She understands the challenges that our customers face when it comes to adopting a fitter lifestyle within their busy schedule. We are confident that she is perfectly placed to motivate millions of Indians to start their fitness journey with HealthifyMe.”

     

  • With Akshay Kumar and Samantha Ruth Prabhu

    Wunderman Thompson rolls out ‘masaledaar’ campaign for Kurkure

    By Our Staff

     

    Kurkure has unveiled a film featuring Akshay Kumar and actress Samantha Ruth Prabhu. This film is a part of the larger ‘Ab Laga Masala’ campaign that captures Kurkure as a ‘chatpata’ anytime snack. The TVC is created by Wunderman Thompson.

     

    Speaking about the new film, Neha Prasad, Associate Director – Brand Marketing Kurkure, PepsiCo India, said: “Kurkure has a special place in the heart of Indian consumers with its iconic flavour and ‘tedha’ persona. The brand has the ability to portray unconventional yet relatable modern Indian family scenarios through its quirky, over-the-top storytelling that transforms any boring moment with family and friends into an entertaining one. Through this film, we want to intensify the brand love and celebrate the iconic flavour of India’s favourite ‘masaledaar’ snack. We are confident that our latest blockbuster combination of Akshay’s exuberant energy and Kurkure’s ‘masti’ will be an eccentric and compelling experience for the fans.”

     

    Expressing her thoughts on the campaign, Ritu Nakra, Senior Vice President, Wunderman Thompson, added: “Daily life can be such a routine and boring when there is no ‘masaledar’ twist… but with Kurkure Masala Munch, the ‘masala’ hit in each collet unleashes full-on drama in every situation. Watch how the spicey tangy and ‘chatpata’ flavours ka hit make Akshay a mast chor in the new ad campaign for the brand.”