MxMIndia

Category: PRODUCTS

  • The film 'BounceBack Batch' highlights the importance of financial planning

    HDFC Life unveils latest brand campaign

    By Our Staff

     

    HDFC Life has launched a new brand film ‘BounceBack Batch’. The emphasis is to drive positivity and empower individuals to consider living their lives with financial security that resonates with brand’s motto ‘Sar Utha Ke Jiyo’.

     

    Speaking about the brand campaign, Vishal Subharwal, Head – Marketing, Digital Business, and E-commerce, HDFC Life, said: “The last two years have been difficult for everyone. This phase has been especially challenging for students as they have lost out on classroom learning, interpersonal skill-building and some of the best days of their lives.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett: “One of the biggest setbacks of the pandemic was the shutdown of educational institutions. The batch of 2022 is often referred to as the ‘COVID batch’, having had to complete their studies under lockdown. There is often a question whether these students are at par with the others who completed their school years offline. Our film takes the audiences on an emotional journey of the turmoil that these champions had to go through and the resilience they have shown in the face of the worst adversity humankind has ever seen. They have persevered and bounced back stronger from this challenge.”

     

  • Conceptualised and executed by BBH creative agency network

    CaratLane launches campaign for Valentine’s Day

    By Our Staff

     

    CaratLane, the omnichannel jewellery brand, has launched its digital campaign, “Love it or Hate it” in an attempt to make Valentine’s Day special for everyone. The campaign with three films has been conceptualised and executed by BBH India.

     

    Talking about the launch, Avnish Anand, COO and Co-Founder of CaratLane said: “As a brand, we have been witness to how our country has been celebrating Valentine’s Day in the last few years. We’ve seen more stories about how daughters have received jewellery on February 14 though their mum isn’t a fan of this day. We’ve realised that people need an excuse to gift and celebrate the love they have for someone in their life. And what’s unique about these stories is that it’s beyond the stereotypical couple gifting and extends to sisters, mother-daughters, aunts-nieces, etc. Through our 3 films, we wanted to highlight this beautiful insight and we’ve also curated special designs that make it easier for our customers to select thoughtful gifts.”

     

    Speaking about the genesis of the campaign idea Aarti Srinivasan, ECD, BBH India added: “Most advertisements about Valentine’s Day showcase people who absolutely love and celebrate the day in an over the top way. But in reality that’s not always the case. So for this year’s campaign, we explored a contrarian and a more real take by telling stories of those who aren’t fans of this day.

     

  • Launches campaign 'Bharosa' to trust the right insurance partner.

    Neeraj Chopra films for Tata AIA Life

    By Our Staff

     

    Tata AIA Life Insurance has unveiled its latest digital brand campaign ‘#TataAIAKaBharosa’, highlighting the significance of trust when it comes to taking the right decisions in life about securing one’s financial future.

     

    Said Venky Iyer, Executive Vice President and Chief Distribution Officer, Tata AIA Life Insurance: “In life, many of our decisions are not just a result of detailed analysis but an outcome of the trust we place in others or in something. When it comes to solutions such as Life and health insurance, the ‘Trust’ factor becomes even more critical .  Hence, choosing the right brand and solution to ensure the financial security of our loved ones becomes a matter of trusting the one name that will fulfil its promise of protection at all times. Our latest campaign ‘#TataAIAKaBharosa’, highlights the trust that Tata AIA enjoys among its consumers given its rich parent heritage and demonstrated capabilities over 2 decades as a Life Insurer.”

     

    Added Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance: “The film is shot in warm surroundings and shows Neeraj emphasizing on the importance he places on his javelin and technique in getting the maximum throw in. It is an interesting take to show Neeraj in one of those reflective moments in life, away from the action at the field.  In the end, he urges all of us to believe in ourselves and take help of trusted enablers, similar to how he has trusted Tata AIA Life for best in class Protection and Savings solutions.”

     

  • Championing 'impact-driven' tech talent

    Scaler kicks off new brand campaign

    By Our Staff

     

    Scaler, a tech upskilling startups, has kicked off its brand marketing campaign with a film that draws on popular shows and internet references. The campaign aims to throw light on the enduring skill gap in the technology space and the urgent need to address the same.

     

    Speaking about the film, Abhimanyu Saxena, Co-founder, Interview Bit & Scaler Academy, said: “Scaler has always been a proponent of the importance of having the right set of skills to perform any given role, and believes that securing a good job, while important and gratifying, is not the sole purpose of acquiring a skillset. The gap in skills that we are currently witnessing in the industry, acerbated even more by the rapid digitalisation that followed in the wake of Covid-19, has brought to light the need to not only keep oneself relevant by updating one’s skill set but also the value of thinking beyond oneself and using one’s skills to effectively address and overcome key challenges in the way we work and live.”

     

     

  • Celebrates Valentine's Day with actors Sanya Malhotra and Suhail Nayyar

    Ogilvy creates film for Skinn Fragrances by Titan

    By Our Staff

     

    Fragrance brand Skinn by Titan has launched a digital film featuring actors Sanya Malhotra and Suhail Nayyar for Valentine’s Day.

     

    Said Ankit Kasliwal, Head of Marketing, Fragrance Division, Titan Company Limited: “There are often expressions of love that remain unsaid as words fall short while conveying the true depth of feelings. Gifting a fine fragrance to a loved one thus becomes an intimate, and expressive gesture. For this Valentine’s Day, we wanted to capture this true essence of love that runs deep and showcase these imperfectly “perfect relationships” where the little unsaid moments can be rejoiced with Skinn by Titan.”

     

    Added Divya Bhatia, Group Creative Director, Ogilvy South: “For this year’s Valentine’s Day campaign, we wanted to do something that not everyone would be talking about. But something that everyone could relate with. And that’s how we came upon the thought of what happens after you’ve fallen in love. When you’ve settled in the relationship. The reality is, the deeper the bond, the more comfortable the couple is to do their own thing and grow within the relationship. Taking that as a premise we went ahead and created this narrative with a twist. A narrative that celebrates couples for who they are, individually and together. After all, it’s the little imperfections that make each relationship perfect in its own way.”

     

  • Offers options timely eye treatment for senior citizens

    Lowe Lintas films campaign for Dr. Agarwal’s Eye Hospital

    By Our Staff

     

    Dr. Agarwal’s Eye Hospital has launched a multi-film campaign conceptualised by Lowe Lintas Bangalore with an objective of creating relatable conversations around eye health. The campaign films, starring S V Shekhar and Ratna Pathak Shah, are a humorous take on how people with their golden years ahead of them opt for a timely eye treatment and go on to live their dreams.

     

    Said Ayushman Chiranewala, CMO, Dr. Agarwal’s: “We believe that eye surgery can be life-changing. Our attempt with the campaign is to showcase the tremendous impact that regaining clear vision with eye-surgery at Dr. Agarwals can have on the quality of life of the senior citizens. With advanced surgical techniques, eye-surgeries are no longer intimidating, but simple procedures that can provide seniors as well as everyone else with a new lease of life to enjoy their new innings. Our campaign carries a light-hearted tone to break away from the anxiety that a surgical procedure might induce and drive home the fact that eye surgeries are now safe, quick and most of all – transformative.”

     

    Talking about the creative thought behind the campaign, Sonali Khanna, Executive Director and Branch Head, Lowe Lintas Bangalore added: “As the saying goes – ‘Getting old is mandatory; feeling old is optional!’ Today’s senior citizens are far more active, with a positive attitude to life and health. Our latest campaign for Dr. Agarwal’s is a celebration of their indomitable spirit, as it shines a light on their willingness to grow. We’re thrilled that Dr. Agarwal’s shared our enthusiasm for a happier narrative; and, we’re confident that their clients will, as well.”

     

  • Spreads the message of self-care with #MyLoveMyWay

    Kaya unveils digital campaign this Valentine’s Day

    By Our Staff

     

    Kaya, the skincare brand, has launched a new campaign #MyLoveMyWay to celebrate self-love, this Valentine’s Day.

     

    Said Samyukta Ganesh Iyer, VP and Head of Marketing, Kaya: “Kaya is in a beautiful space that works on intrinsic and extrinsic beauty, with high active efficacious dermat curated products that provide all the good for the inside, and treatments that make you feel fabulous on the outside. Our aim is to push this social conversation, while emphasising that ‘Beautiful is You’, no matter what you choose to look like. Most importantly, while we accept all kinds of beauty, we refrain from claiming that cosmetically fine-tuned beauty is natural. We believe in honesty, and giving all beauty the love that it deserves. Without judgement. That’s the operative word for us. This Valentine’s Day, our aim is to focus on self-love that is loud and fearless. We want to prioritize self-care that is unabashedly selfish.”

     

  • To promote the unveiling of Walltron Patrol vehicle in Bengaluru

    Nippon Paint launches Kannada TVC

    By Our Staff

     

    Nippon Paint has launched a Kannada TVC to promote the launch of Walltron Patrol vehicle in Bengaluru. The Walltron Patrol Vehicle will service consumers who have any waterproofing related problems.

     

    Speaking about the Walltron Patrol Vehicle flag-off, S Mahesh Anand, President, Nippon Paint (Decorative) India, said: “We are delighted to launch the Walltron patrol vehicle in Bengaluru since waterproofing services are essential for the climatic conditions here. Rains have become more erratic in recent years, and most of us are unprepared for these off-season showers. Many homes have waterproofing concerns because of the off-season rains. The Walltron Patrol vehicle, we feel, will be very valuable to Bengaluru residents. Consumer’s waterproofing challenges will be addressed by the technicians who will be travelling in these patrol vehicles, who are equipped with the necessary expertise and Walltron solutions.”

     

     

  • To plan and deliver social media and website management

    Digital Refresh Networks bags mandate for Ganesh Grains

    By Our Staff

     

    Digital Refresh Networks , an integrated creative and digital marketing solutions company, has won the digital mandate for Ganesh Grains. As part of the mandate, the creative and digital marketing solutions company Kolkata branch will be responsible for delivering Strategy planning, Media strategy, Social media, Website management

     

    Speaking about the association, Barin Mukherjee, Co-Founder, CEO, Digital Refresh Networks said, “We are extremely proud to embark on this new journey with Ganesh Grains. In the course of our collaboration, we aim to put our best foot forward and leverage our expertise in this category. For us, it is about providing our expertise across functions of content community and commerce to ultimately help the brand grow on digital. We are sure that team DRN will help the brand scale new heights on digital.”

     

  • Has launched 'The 5 Star Valentine's Day Alibi'

    Cadbury 5 Star celebrates the season of romance

    By Our Staff

     

    Cadbury 5 Star has launched ‘The 5 Star Valentine’s Day Alibi’ campaign.

     

    Said Anil Viswanathan, Vice President, Marketing – Mondelez, India: “Being at the heart of the country’s youth culture, Cadbury 5 Star has always communicated narratives that are witty and relatable. As a brand that truly understands Gen Z, we wanted our Valentine’s Day campaign to represent singles – to not only help them steer away from the awkward questions but also give them an experience to sit back and do nothing; bringing back the Cadbury 5 Star promise with elements of humour and quirk intact. After all, singles also deserve to have fun.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Valentine’s Day can be quite daunting for someone who’s single or just not into it. Since 5 Star has been championing the cause of people who just want to ‘do nothing’, we took it a step further this year by offering them a perfect escape from the madness. A commonly used excuse that will no more be a lie. As crazy as it sounds, some people will soon be spending Valentine’s Day doing literally nothing on a faraway island called ‘My Cousin’s Wedding’.

     

    Said Shekhar Banerjee, Chief Client Officer and Head-West, Wavemaker India: “We didn’t just stop at creating an Island called My Cousin’s Wedding but also created a larger-than-life Embassy similar to a real one to create a legit experience. If that wasn’t enough, we even went ahead and created outdoor banter with a counter-culture approach between Cadbury 5 Star and Cadbury Silk thus establishing the brand’s different positioning while still leveraging the occasion that’s meant for the brands promoting love. To amplify the campaign further we tapped into various relevant youth touch points with a 3600 activation that helped us dial up the messaging across our TG and build in the brand messaging of escaping this Valentine’s by simply Doing Nothing! The response has been overwhelming and a lot of chatter around the escape plan by simply doing nothing is the talk of the town.”

     

  • Or is it also one of the ways of being witty and creative, asks Sanjeev Kotnala

    Double Meaning? More in the mind of audiences?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaBlame  Eularie Saldanha in Campaign India for triggering this article. It questioned if the brands would come on board platforms dedicated to porn? In the current era of targeted marketing, reaching larger audiences, breaking taboos and being woke overall, how ironic is it for mediums with such potential to be avoided by brands for advertising? I am not getting there, but many brands have been using creative clearly and cleverly full of double meaning. Creativity is used in the quest for attention-grabbing, shocking, and otherwise culturally misfit communication.

     

    Pornographic sites may be one of the largest visited sites, but mostly, the audience wants to remain anonymous. The article also suggests that brands avoid pornographic mediums as they believe it would/can contravene the law. However, brands are open to cleverly including titillating objectifying messages to defend them as non-objectionable and straightforward.

     

    Yes, yes, they, in that case, are not breaking any law. However, it is still not safe and can lead to controversies and negative brand impact. On the other side, it can help build up an immediate reaction, a totally anticipated buzz and controllable earned media.

     

    Recently the real estate platform plastered the city with hoardings where the double-meaning was the strategy for attention-seeking. And most people may today see nothing wrong with this advertising, and at least they have not broken any law. The brand, in such cases, has taken a strategic open-eyed conscious decision to use the medium in the way they have- including the predominant yellow background. However, they have cleverly missed simple thoughts along with some provocative communication. Today in 2022, the campaign is seen as Traffic Halting humour! And is also called out for Vulgarity. So clearly, some love it, and some hate it.

     

     

    Zomato, in 2017, did the debated and discredited MC BC campaign. Here the descriptors were the protection. Did it make Zomato a less favoured app? The answer would be a straight NO. Were they right in doing the campaign? Don’t know- but they were within their rights to do so. It was not something that was against prevailing ASCI guidelines. Was it a case of Dirt lies in the eyes of the thinker– the audience who read the campaign differently?

     

     

    Sometimes it is all about relevance and the timing of the campaign. As we evolve and more openness creeps into society, the subject matter of such campaigns may not be called out for their content, hopefully losing the shock value. The operating world is Hopefully.

     

     

    Double meaning campaigns may be as old as the advertising itself. Sometimes they seem witty and humorous, and often crossing the edge, they are deemed hugely offensive. It is always a tight rope walk for the brand.

     

    In India, we had campaigns like – LUX innerwear- Andar Ki Baath ai, Amul Macho- Toying hai, Teda hai par mera hai, Aquawhite- Roz Raat ko kartey ho, ZATAK and many more. Earlier, this was primarily restricted to Condoms, Perfumes, Deodrants and innerwear.

     

     

    In the Campaign India article, Ashish Khazanchi, managing partner, Enormous Brand, speaks on porn sites as advertising media. It is also true for the double meaning campaigns. He says: “One would have to do it in a manner that is really clever and makes the audiences like the brand for its smartness. The potential for cringe remains huge, so the communication better is genuinely witty.”

     

    Defining clearly smart and genuinely witty will always be subjective and open to debate. Every brand has to find its own coordinates for what will be permissible, legally unchallenged and ethically- culturally correct. While doing so, they should check it on the SMEAR index and be ready with an honourable escape. Zomato did it with their campaign– so did brand ManKind Pharma during Navratri– even when there was complete data-based strategic support.

     

     

    The question still remains: who decides these edges and social acceptance. And is it right to throttle creativity by people hungry for media attention? The double meaning is also one of the ways of being witty and creative!

     

  • Along with parent company Holcim India

    Ambuja Cement & ACC launch sustainability campaign

    By Our Staff

     

    Ambuja Cements and ACC limited, member companies of Holcim India have reinforced their first joint sustainability campaign ‘#ChangeTheStory’ by introducing their first-ever rap song titled ‘Bubble Rap’ across all the owned platforms. The original fun lyrics and upbeat music sung by remarkable rappers features the campaign mascot ‘Bubble Sharma’.

     

    Notes a communique: “The bubble rap will ensure brand awareness as it will act as a catalyst for encouraging people to be agents of change to transform today into a sustainable tomorrow by urging the audience to embrace sustainable practices and take a pledge on their microsite- https://www.changethestory.co.in/”