MxMIndia

Category: PRODUCTS

  • For Phoenix United, DSL Virtue Group, and Media 247

    Two Pyramids bags three creative mandates

    By Our Staff

     

    Two Pyramids, the creative division of Umbrella Aegis Private Limited, has won the creative media marketing mandate for the three brands – Phoenix United, DSL Virtue Group, and Media 247.

     

    Said Suresh Kurapaty of Two Pyramids: “The the digital ecosystem is vast and is continuously evolving and hence it becomes essential to adapt to the changes accordingly to remain relevant to our audience.”

     

    Added Urvi Vira of Two Pyramids: “Effective marketing strategies have become extremely crucial for brands. Our team at Two pyramids will ensure a customer-centric approach that will help them win, retain and engage their customers.”

     

     

  • Being well-prepared to defend their decision and creative helped Adidas save itself from a backlash, writes Sanjeev Kotnala

    A Campaign Well-Handled

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAdidas showed a 5×5 grid of 25 different pairs of the breast to promote its New Sports Bra. And it vigorously defended the same.

     

    I remember how an NGO demonstrated self-check for female breast cancer using male breasts – as the female picture was not considered safe.

     

    I cannot be faulted for recalling the Laawaris film song “Aapka To Yeh Pasina Khoon Se Bhi Kheemti / Aur Apne Khoon Ki Keemat Yahan Kuch Bhi Nahi“. And for a pleasant surprise, I saw limited and comparatively mild social media angst around brand communication.

     

    Was it because it was Adidas? Or was it that they were not only well-prepared to defend their decision and creative, but had logic, patience and perseverance?

     

    The original tweet read: ‘We believe women’s breasts in all shapes and sizes deserve support and comfort. This is why our new sports bra range contains 43 styles, so everyone can find the right fit for them’.

     

    Later, the hashtag #SupportIsEverything was added to the post under the rational support to promote body positivity. And that, in my view, pulled the plug from future protests or complaints.

     

    Objections:

    Yes, there were complaints of people suggesting that the communication was ‘Not Safe For Work- Not Suitable for Work’ and, more so, not fit for young adults. There were comments, and people questioned the new thing that Adidas was suggesting. Everyone knows breasts look different and are different. That the social platform is hugely public forums and hence such nudity is a No-No. Some even going to the extent of questioning will Adidas now show the male organ for shapes and sizes for the male support garments.

     

    Support:

    On the other side, one person said: “My wife is one of the women who volunteered to be photographed for this new Adidas campaign. At first, I was very uncomfortable with it, but my wife and her sisters sat me down and taught me the importance of body positivity & female autonomy. I now understand and support Adidas.” Kudos to the person and the woman participating.

     

    Another tweet read: ‘Why does this need to be considered borderline soft porn but men’s bare chest is not. It is time to get over it. The more we see things like this, the less sensational it is.’ It does make sense.

     

    Women were supporting it. Some of the reactions were, ‘This is beyond great! I’m excited to try and fully support this’, and ‘Amazing on normalising the female body all the way and providing the support that our body actually asks for’.

     

     

    Adidas Reaction:

    Now, anyone can predict that there will be polarised reactions. But interesting is how the brand reacted.

     

    Seems Adidas anticipated the possible objections and was ready with the answers. They knew how to defuse the situation.

     

    One interesting detail; the brand’s re-engineered product line was developed by an all-female team. They worked on it after learning that 90% of the sportswomen don’t wear the right size bra.

     

    Adidas did take down the communication from social media but continued with it on their website and outdoor.

     

    Reacting to the mild protest, Adidas went on the offensive to defend the action.

     

     

    Rationalisting the Argument:

    Adidas said: ‘It’s perfectly natural to have breasts. We are happy to celebrate that and won’t be taking this down so we can keep doing so. We want future generations to feel body confident, which is why this gallery is so important to share’.

     

    Now, this is so tough to object to this inclusive approach.

     

    Additionally, pledging their support to sportspersons, Adidas further added, ‘A sports bra is the single most important piece of workout apparel for those with breasts. The confidence and support it gives can significantly impact someone’s performance and ability to stick with the sport. That is, Adidas has re-engineered its entire portfolio, catering to more bodies and workouts than ever before. The images were designed to show just how diverse breasts are, featuring different shapes and sizes that highlight why tailored support is paramount.”

     

     

    Net-Net:

    Whenever brands try to live at the edge and go test the boundaries, there will always be two audience types. Polarisation is expected. All it takes is pre-indexing the communication on the SMEAR index, anticipating the possibilities, being ready with counterpoints and having conviction and patience to bear the storm.

     

  • Bhumi Pednekar supports menstrual hygiene education for young girls across India

    Whisper rolls out new film for ‘Keep Girls in School’ movement

    By Our Staff

     

    Whisper sanitary pads launched its new film titled ‘The Missing Chapter’ as part of its #KeepGirlsInSchool movement.

     

    Talking about the movement, Akhil Meshram, Senior Director, Category Leader, Whisper, Indian Subcontinent at Procter & Gamble, said: “At Whisper, we have been committed towards increasing awareness around menstrual hygiene management and period education for the past 25 years. The ‘Keep Girls in School’ (KGIS) movement, launched two years ago, has taken this commitment forward to also address how young girls and their families don’t need to look at periods as taboo. This year, by scaling up KGIS 3.0, we seek to ensure that 100% of all adolescent girls in the country are educated on menstrual hygiene so that no girl is forced to drop out of school due to her period.”

     

    Continuing to share her support for the movement, Bhumi Pednekar commented, “It has been a pleasure to work closely with Whisper®’s #KeepgirlsInSchool movement to drive awareness about the importance of menstrual hygiene education for young girls across India. The pandemic has prevented many young girls from gaining awareness and accessing menstrual education resources, which could have helped them understand what their bodies are going through. I am glad that in its third year, #KeepgirlsinSchool is addressing this imbalance in their educational experience, and I hope together we can help young girls across the nation understand their bodies and their menstrual health braising awareness about the Missing Chapter.”

     

    Speaking about the campaign Rajdeepak Das, CEO & Chief Strategy Officer – South Asia, Leo Burnett, said, “This year Project Missing Chapter addresses an important aspect of why 1 in 5 girls drop out of school – no menstrual education. A simple chapter on menstrual hygiene can make a huge impact for these girls. Our film narrates how three girls, armed with a symbolic red paper are spreading information and awareness on menstrual hygiene. Whisper® is the perfect example of a HumanKind brand, and we are very proud to be working with them on this mission.”

     

  • Unveils campaign featuring Kriti Sanon

    Coke invites fans to try the new Coca-Cola Zero Sugar

    By Our Staff

     

    Coke has launced an advertising campaign for its Coca-Cola Zero Sugar The marketing campaign features actor Kriti Sanon.

     

    Commenting on the launch in India, Shrey Vig, Brand Manager, Coca-Cola Zero Sugar, Coca-Cola India and South-West Asia, said: “At Coca-Cola, we strive to provide choices to consumers across the portfolio and as part of that we are excited to launch our latest offering – new Coca-Cola Zero Sugar, which allows consumers to enjoy the great taste of Coca-Cola with zero calories. It’s been launched globally and we’re getting great response from around the world, so we’re thrilled to introduce it in India.”

     

  • Highlights the affordability and availability of expansive range of products

    Sara Ali Khan campaigns for Flipkart’s Shopsy

    By Our Staff

     

    Flipkart’s social commerce platform, Shopsy rolled its latest campaign ‘It happens only on Shopsy’. Created by Tilt Brand Solutions Private Limited, the campaign features two ad films.

     

    Talking about the campaign, Prakash Sikaria, Senior Vice President – Growth and Monetisation, Flipkart, said: “Our priority with Shopsy since inception, has been to pay close attention to our customers’ nuanced needs and provide them with best offerings leveraging Flipkart’s established delivery networks, infrastructure and technology. Today’s shoppers prefer an expansive range of offerings that is both easily accessible and value driven. This campaign is yet another step towards establishing Shopsy as a one-stop destination that caters to customers’ various needs while committing to deliver value.”

     

  • Creatives done by Team Pumpkin, while scripting and production executed by SG Media

    Prega News rolls out new campaign for Women’s Day

    By Our Staff

     

    Prega News, Mankind Pharma’s pregnancy detection brand, has launched a new campaign, #SheCanCarryBoth to celebrate the boundless spirit of womanhood.

     

    Notes a communique: “The video film exquisitely captures the insecurities of women with the portrayal of three starkly different personalities. One has happily entered the phase of motherhood, the other is highly sceptical about the career options as a model post her pregnancy, while there is another ambitious lady disoriented from the concept of motherhood to fly high in her career,” adding: “Prega News with the campaign intends to break the stereotypical inhibitions arising in every woman’s mind, and drives away their doubt that having a child can bring a full stop to their career. It enunciates the huge strength of women who do not shy away from any form of responsibility. It harbors a sense of inclusivity that motivates the women to celebrate their various phases of womanhood, while not compromising on their dreams and ambitions.”

     

  • To shift brand perception

    Mullen Lintas bags Fabelle chocolates mandate

    By Our Staff

     

    Fabelle luxury chocolates, made by ITC Ltd , has recently awarded its creative mandate to Mullen Lintas. The agency will help the brand shift the perception of Fabelle from luxury chocolates to unparalleled, distinguished chocolate experiences.

     

    Commenting on its association with Mullen Lintas, Anuj Rustagi, Chief Operating Officer – Chocolates, Confectionary, Coffee and New Categories – Food Division, ITC Limited said: “Fabelle is on a journey to change the way Indians experience chocolates with our one-of-a-kind multi-sensorial indulgences. With Mullen Lintas’s strong hold in strategic thinking and creative acumen, we look forward to strengthening our journey in the chocolate segment. With this partnership we aim to redefine chocolate category codes.”

     

    Hari Krishnan
    Hari Krishnan

    Added Hari Krishnan, CEO, Mullen Lintas on the win: “We are delighted to get an opportunity to partner ITC Foods & Fabelle. Fabelle is a multi-sensorial, luxuriant, indulgence. Our challenge is to bring alive a whole new experience in indulgence for Fabelle. We were able to demonstrate an in depth understanding of the consumer behaviour in the luxury category and the creative strategy & expressions were focused on redefining desire & indulgence. We look forward to crafting new stories for Fabelle.”

     

  • Will leverage digital space to optimise the brand’s online visibility

    Liqvd Asia bags mandate for Vega personal care brand

    By Our Staff

     

    Vega, the personal care appliances and beauty care accessory brand, has awarded its digital mandate to Liqvd Asia. The agency will be responsible for leveraging the digital space to optimise the brand’s online visibility, and outreach across multiple relevant platforms, and engage its growing customer base.

     

    Speaking about the win that happens to coincide with the company’s 9th anniversary celebrations, Arnab Mitra, Managing Director, Liqvd Asia, said: “The beauty and grooming industry in the country is booming, thanks to the growing desire among both men and women to look stylish and feel good. VEGA is committed to its consumers, keeping its brand idea and ethos intact. It is a great brand to work with and will continuously challenge us to innovate and execute unique digital strategies. We look forward to create interesting content as there are many opportunities to communicate with target audiences via multiple touchpoints, and to enhance the brand into the digital space.”

     

    Speaking on the occasion, Eiti Singhal, CMO, Vega Industries Pvt. Ltd, added: “As a brand, we are looking to reach out to more and more millennials & Gen Z’s in the digital space and have meaningful conversations with them. Our continuous endeavour is to inspire consumers about being comfortable in their own skin and grooming is the springboard for this self-confidence, comfort and joy. We are excited to partner with Liqvd Asia who has the expertise and insights in creating a top mind recall & consideration for the brand.”

     

  • The digital film is conceptualized and executed by Sideways Consulting

    SleepX campaigns for a good night’s sleep

    By Our Staff

     

    SleepX from Sheela Foam Ltd has announced the launch of a new campaign titled ‘Good sleep is your superpower’. The campaign highlights the impact of a good night’s sleep on one’s productivity and well-being during the hours they are awake.

     

    On the campaign, Sumit Sehgal, Business Head – ECommerce, Sheela Foam Ltd., said: “Sleep is our best energy source – both mental and physical. With the launch of our brand idea – ‘Good Sleep is your superpower’, we aim to build on the importance of good sleep that will help the millennial generation sleep better. Curve is one such innovative product which is designed basis our body contour with curved foam layers for a restful sleep. We will be launching many new bedroom products to enable consumer sleep better and power through the day.”

     

    Added Sreekumar Puthan Veetil and Namaah Kumar, Creative Leads, Sideways: “Indians are among the most sleep-deprived in the world. And the last 2 years have forced us all to look at our lives a little differently; to focus a bit more on our well-being, both mental and physical. And here, we sensed there was space for a sleep solutions brand like SleepX to engage in a conversation, educate and eventually help us realize the importance of a good night’s sleep.”

     

  • To deepen customer engagement

    Vidya Balan to endorse Bharti AXA Life

    By Our Staff

     

    Bharti AXA Life Insurance has roped in Vidya Balan as its brand ambassador. The actor will help deepen the narrative of #DoTheSmartThing championed by the brand.

     

    Commenting on the announcement, Parag Raja, MD & CEO, Bharti AXA Life Insurance said, “Vidya Balan has been a challenger in her field, expressing herself authentically and has always questioned stereotypes. She has excelled in bringing compelling and unique narratives to life on screen and is self-made, reliant, and audacious- values that strongly resonate with Bharti AXA Life as a brand. We believe in long-term relationships and are excited to bring Vidya on board to further our goal of broadening life insurance penetration across India.”

     

  • The film is developed by BBH India

    Sanya Malhotra lights up Philips lighting campaign

    By Our Staff

     

    Signify has rolled out its latest TV advertising campaign ‘Beauty that moves you’ for its Philips decorative lighting range. Sanya Malhotra has been appointed brand ambassador for its Philips lighting range. The film is developed by BBH India.

     

    Speaking about the new campaign, Nikhil Gupta, Head of Marketing & Integrated Communications and Commercial Operations, Signify Innovations India Limited said: “We have a wide variety of beautiful designs in our decorative lighting range that includes chandeliers, pendants, wall lamps and outdoor lights, that are sold exclusively at our 200+ Philips Smart Light Hubs spread across the country. Our latest TVC showcases how beautiful decorative lights can completely transform the ambience and aesthetics of a room. We are also delighted to welcome Sanya Malhotra as the brand ambassador for our Philips lighting range. She was a natural choice for us as her fresh and youthful personality deeply resonates with our brand.”

     

  • Mullen Lintas works on the digital campaign

    Future Generali unveils insurance for dogs

    By Our Staff

     

    Future Generali India Insurance Company Limited (FGII) has announced the launch of ‘Oh My Dog!’, a digital campaign to create awareness around the importance of purchasing dog health insurance cover towards protecting our furry friends. This 360-degree digital campaign is conceptualised by Mullen Lintas.

     

    On the launch of the campaign, Ruchika Malhan Varma, Chief Marketing Officer, Future Generali India Insurance said: “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realized the place a dog holds in a household today – that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family. However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive.”

     

    Said Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “Dog insurance is a first mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it’s something that works across borders. To be relatable and sharply land the need for insurance for your furry babies was the only lookout. Cute dogs being silly with a catchy track that was a fit for this film. The challenge was to shoot these situations such that it doesn’t harm or pose any threat to the 14 dogs on set, involving immense pre planning and many cheats on post. The campaign hashtag OH MY DOG, is a memorable hook to witnessing a dog land in trouble, without any intention to of course.”