MxMIndia

Category: PRODUCTS

  • Aims to drive behaviour change among citizens for a better tomorrow

    HUL rolls out initiative for waste segregation

    By Our Staff

     

    Hindustan Unilever Ltd (HUL) has launched a campaign that looks to inspire individuals to segregate household waste at source and ensure that waste stays out of the environment and in the circular economy. The ‘Bin Boy’ campaign through its child protagonist ‘Appu,’ aims to drive behaviour change among citizens and urge them to segregate waste at homes and residential societies. Through an engaging narrative and thought-provoking dialogue, the campaign draws attention to the seriousness of mixed waste disposal and need for immediate action.

     

    Speaking on the campaign Sanjiv Mehta, Chairman and Managing Director, Hindustan Unilever Ltd said: “The need for urgent action on the issue of waste segregation has never been greater. At HUL, we recognize our role in this context and have been working with leading agencies in the space and the Government to drive what is a simple, positive action that each of us could do. We work towards empowering communities to reach the goal of swachhata and a zero-waste circular economy. Children are the strongest advocates of change in society and are also the strongest drivers. We believe that our latest campaign with a child protagonist will inspire and unite citizens to create a waste-free, greener tomorrow.’’

     

  • To amplify awareness

    Ranveer Singh to promote Balkrishna Industries tyres

    By Our Staff

     

    Global tyre manufacturers Balkrishna Industries Ltd. (BKT) has roped in actor Ranveer Singh as its Brand Ambassador.

     

    Said Rajiv Poddar, Joint Managing Director, Balkrishna Industries Ltd.: “We are overjoyed to announce our brand partnership with youth icon Ranveer Singh, who has established himself as the category leader through sheer hard work and excellence, making him the perfect choice to highlight our brand. Both BKT and Ranveer Singh have been referred to as ‘mavericks’ as a result of their versatility and innovativeness in approach and we are excited at building this partnership on the edifice of these qualities. We are confident that Ranveer will be greatly instrumental in amplifying awareness of our unique offerings across India. We look forward to a successful partnership with him for many years to come.”

     

  • Launches filter that lets you choose how TVC ends

    Kartik Aaryan stars for Doritos

    By Our Staff

     

    Doritos has launched am Instagram filter, ‘Doritos BoldChoice’, that lets the audience watch the latest Doritos TVC, record their reaction, and choose their ‘bold’ ending. Rolled-out for the first time ever in India, the innovative filter was launched by brand ambassador Kartik Aaryan, who challenged cricket icons Ravindra Jadeja and Chris Gayle to make their ‘bold’ choice along with his fans and followers.

     

    Sharing his thoughts on the innovative filter, Ankit Agarwal, Associate Director, Brand Marketing – PepsiCo India said, “We believe that bold people like to make their own choice. We applied that insight to our latest campaign, where, with the BoldChoice filter, we harnessed the power of augmented reality and social media to enable consumers to choose how our latest TVC unfolds. We believe that the confluence of interactivity and content discovery through this unique and first of its kind filter will keep consumers engaged and bring alive Doritos’ proposition of Bold Self Expression ”

     

  • Created by DDB Mudra

    Alia Bhatt entices with Cornetto in new film

    By Our Staff

     

    Cornetto, the frozen desserts brand by Hindustan Unilever, has launched a film featuring Rohit Saraf and brand ambassador Alia Bhatt. The campaign, ‘Make the first move’, is aimed at breaking the stereotype around the expression of love, which expects men to always make the first move.

     

    Speaking on the campaign, Maya Ganpathy, General Manager, Kwality Wall’s said: “Cornetto has always been the wingman for youngsters to express love and make the first move. In our latest campaign, Cornetto goes a step ahead to change the language of love by asking one out ‘with a Cornetto’ and ‘to be their Cornetto’. It also breaks stereotypes by entrusting the girl to make the first move, an idea that is sure to spark a conversation and perhaps a new trend. We couldn’t have asked for a better team than Alia, Rohit, and Gauri (Shinde), who have done a spectacular job of bringing this idea to life!”

     

    Added Pallavi Chakravarti, Creative Head – West, DDB Mudra: “It’s not easy telling that special someone you like them. So, the next time words or even emoticons fail you, don’t worry. A Cornetto will suffice when you want to make your move. The campaign is light, sweet and ends on a high note – much like the Cornetto itself.”

     

  • Brings back iconic character Prem through use of hi-tech DeepFake technology

    Pepsi launches new campaign with Salman

    By Our Staff

     

    Pepsi has unveiled its latest campaign featuring brand ambassador Salman Khan.

     

    Speaking on the launch, Saumya Rathor, Category Lead, Cola, PepsiCo India, said: “As a culture-curator, Pepsi has constantly endeavoured to bring entertaining campaigns for its consumers through innovative storytelling. With Bollywood being a key consumer passion point in India, this new campaign takes the SWAG narrative several notches higher by featuring not one but two Salman Khans. For the first time in Indian advertising, we have leveraged hi-tech deep fake technology to recreate one of the most iconic characters of Indian cinema. We are confident that this campaign will resonate strongly with our consumers, given the entertainment quotient in this film.”

     

    Sharing his views on the campaign, Ayappa KM, Director of the film added: “For the first time in Indian advertising, Pepsi has used hi-tech DeepFake technology to resurrect Salman from the 1990s. While it’s a throwback to the past, the tech is a peek into the possibilities of the future. We have no doubts it’ll create quite a stir.”

     

  • Draws distinction between plain bhujia and Bikano's Bhujia

    Bikano Snacks strengthens positioning with new TVC

    By Our Staff

     

    Bikano, a snack and packaged food manufacturing company, has launched a new TVC to strengthen their brand position. The ad is about the difference between any plain bhujia and Bikano’s Bhujia.

     

    Said Manish Aggarwal, Director, Bikano, Bikanervala Foods Pvt Ltd: “Bhujia is one of the most loved snacks and therefore has a high consumption pattern. It is crispy, crunchy & tasty that is something desired by every customer.Bhujia is not just a snack; for Indians, it is a food mood, a winner on the leaderboard of Indian namkeen. And at Bikano, we understand and appreciate that fact, hence we only use the finest quality of ingredients to produce the world-famous Bikano Bhujia, andthe same goes for all our products. Our Bhujia TVC reiterates why Bikano is a preferred brand in the category.”

     

  • But a significant societal change requires working at an individual level, writes Sanjeev Kotnala

    Ads, promotions galore on Women’s Day

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIt was the official International Women’s Day yesterday. The 8th of March. Another day and another round of conclaves, purpose-led brand associations, events, and hype. Another day when inspirational anecdotes featuring women achievers were circulated and celebrated. Women exploitation, empowerment, POSH, Glass Ceiling breakers were the focus of discussions. And then, life returned to abnormal. Because what one desires should be normal and what exists, what one is trying to change the abnormal. I am not sure if I got that right. May be it is the other way round.

     

    Advertising is always ahead of the curve, reflecting aspiration and desire. Brands try to mirror evolution of women and changed status on and around women’s day. A life full of unconstrained new social flexibility and age-old constraints.

     

    The purpose-led intent of the brand and its advertising fails to nudge a behaviour change or change the life of women. But, this focused women’s day advertising and brand associations bringing attention and focus to inequalities, non-inclusive, exploitation, unjust norms, and expectations must not stop. They are the reality check and a good reminder.

     

    Socially we have come a long way, and we collectively accept the new emerging scenario and challenges. However, when we look deep, we remain the same in more ways. 

     

     

    NOTHING CHANGED.

    Trust me, other than for the minuscule population, women’s day is like that dinner in a marriage or the political rally full of promises. In a short time, every evidence of the celebration is removed, and the promises are forgotten.

     

    Everyone tries to exploit the opportunity. In Mumbai, a sizeable residential society and the Municipal corporation representative celebrated Women’s Day last week. The corporator is also a woman. Speeches happened; examples of achievements were shared. And at the end, women were given a branded Tawa and pan as a gift. PR opportunity over. It tells how much nothing has changed.

     

    On TV, debates and conclave on women’s interests happened. Newspapers devoted pages, and FM will bring stories to life. Digital will have its moment marketing, and that’s it. Most probably, at most debates, it will be a male-dominated panel. Or perhaps not.

     

    Even today, sharing household jobs and load still sounds like ‘Share Her Load’, and we know we have not moved further.

     

     

    WE HAVE BEEN OVER-AMBITIOUS.

    I think somewhere, we have missed a trick. We are trying to move too fast. We want tectonic impact without grassroot changes and acceptance of role, responsibility, and contribution resulting from gender inequality. And we have moved to discuss women’s role in Climate control. We have missed the basic need to nudge behavioural change in terms of Gender respect, gender equality and inclusiveness.

     

     

    NO SHIFT.

    In 2021, MTV said: ‘There is more to a girl’s Life than Shaadi ‘. Facebook featured a woman football coach to make a statement. Ijazat Hai by OkCupid reminded you that women still need permission for everything she does! Most try to establish that running and maintaining a home is not her and not only her responsibility.

     

    In 2022, the 121st Women’s Day celebration is no different.

     

    We are still in the same area and area. The brands are trying to establish and talk of a similar thing. Designing a world without a glass ceiling and barriers. We still work with contrived expectations. Prega News harps how women can carry both worlds. The world she is expected to- her home and the world of her job responsibilities.

     

     

    Wow skincare demonstrates the power with #SheMakesUs. Kalyan jewellers push for I am more than enough and tries trending #BreakTheBias.  Hera uses International women’s day as a cover to launch and even includes a hashtag  #NoMoreCompromise in the creative; such initiatives undermine the efforts of other well-intending brands.

     

    Greenlam Industries, in a very contrived way, try encouraging gender equality. Still, it is not her right.. #CanDare, #Impossible, and such Hashtags appear and disappear like the celeste bodies.

     

     

    MISSING CHAPTER.

    A special mention to Whisper for ‘Keep Girls in School’. This initiative will go a long way and will have a considerable impact. We need more dedication from brands- ‘Missing Chapter’ is a move in the right direction. And yes, I wait to see the wall paintings that the brand wants to use to raise awareness about mensuration.

     

     

     

    WE HAVE BEEN STUPID.

    We have always kept high expectations from purpose-led advertising. Yes, the right communication is known to trigger behaviour change and nudge society toward the right direction, but they are rare and few. A significant societal change requires working at an individual level.

     

     

    THERE IS HOPE.

    It will be wrong to say that all efforts are wasted, and no change has happened. The new generation is far smarter, more cued for their acceptance and rights. I do think the tsunami of change is just ahead, and the process will only get accelerated. Till then, let’s raise a toast to the new generation of aware women and wish that things do change.

     

     

    YOU CAN MAKE A DIFFERENCE.

    Forget the buzz associated with International Women’s Day, and forget its existence. Go, celebrate the women in your life. Whosoever is important in your life. Your grandmother, mother, sister, wife, daughter, daughter-in-law, friends and relatives.

     

    Start afresh. Start small.

     

    Listen to their ambitions, desires, barriers, and complaints. And make some positive contribution to their life. Start treating them as equal. Allow them to express be inclusive in education, social interaction and freedom and flexibility. Give them the freedom to be listened to and act.

  • To create awareness around 'foam jet technology' method of AC servicing

    Taproot Dentsu launches Urban Company campaign

    By Our Staff

     

    Taproot Dentsu has launched a new campaign for Urban Company AC servicing.

     

    Notes a communique: “The campaign creates awareness of the new-age AC servicing technique of using a unique ‘foam jet technology’ that cleans ACs two times better than the regular servicing,“ adding:  “The film’s slice-of-life storytelling format aims to question the well-entrenched behaviour of relying on the local technician and encourages consumers to choose Urban Company AC servicing instead.

  • Avik Chattopadhyay asks questions about the strategic decisions taken by brands by exiting Russia

    Blond-haired blue-eyed brands!

     

     

    By Avik Chattopadhyay

     

    Avik ChattopadhyayAs we read this, over 300 brands from across the world have taken a stand against Russia since it invaded Ukraine. Some real big names like Apple, General Motors, Volkswagen, Levi’s and MasterCard have decided to halt/ suspend operations and shipments. Consultancy firms like BCG, McKinsey and Deloitte have taken a call. Even some Chinese brands like Bank of China and Tik Tok have joined the list. All non-Russian energy companies have moved away either like BP and Shell divesting their shareholding in Rosneft or ExxonMobil walking away from the Sakhalin 1 project.

     

    While tracking the updated status on the internet, I came across an interesting Twitter feed that I cannot help but share here.

     

     

    While such economic ‘sanctions’ are very much expected, it is interesting to note that equally big brands like Coca-Cola, Unilever, Bridgestone, Pirelli, Pepsi, Philip Morris, Nestle, McDonald’s, Mondelez, Kellogg, Citi, Marriott, and Caterpillar still continue to do business in Russia.

     

    But the situation is very fluid. In fact, as I write I have an update that Coca-Cola and McDonald’s have also decided to suspend operations.

     

    Yale School of Management is keeping a real-time track of the status. Over 300 Companies Have Withdrawn from Russia – But Some Remain | Yale School of Management

     

    So, what makes some take one stand while others take another, or do not take the same one? Does this mean that McKinsey does not support Russia while Mondelez does? Or does BP denounce war while Bridgestone does not?

     

    While the ones who have taken a call against Russia are obviously being lauded for calling out an “imperialist” like Putin, are the ones who consciously have not, being subjected to criticism and pressure to fall in line? Will they experience serious fallouts on brand image and reputation in the long run?

     

    During my internet studies on the rise of Vladimir Putin and his oligarchs over the last two decades, I came across a term called “The Moscow Rules”. Bing! I remembered reading about this in ‘Tinker, Tailor, Soldier, Spy’.

     

    The Moscow Rules is a collection of 10 one-liners supposedly used by the Soviet secret service. They are also displayed at the International Spy Museum in the US. Post-Cold War, the rules remain as per the grapevine, now being used by the oligarchs to spread their presence across the world. They go as follows…

     

    1. Assume nothing.

    2. Never go against your gut.

    3. Everyone is potentially under opposition control.

    4. Do not look back; you are never completely alone.

    5. Go with the flow, blend in.

    6. Vary your pattern and stay within your cover.

    7. Lull them into a sense of complacency.

    8. Do not harass the opposition.

    9. Pick the time and place for action.

    10. Keep your options open.

     

    The stark simplicity hits you right away. There is no fancy business school jargon. Just plain common sense. Reminds me of Confucian precepts. Or Murphy’s Laws.

     

    Each is very much applicable to the world of brands. Each is fundamental to brand strategy and nourishment. Each feels more honest and powerful over the previous one. And the obvious paradoxes are simply brilliant! Just read 7, 8 and 9 together and you will get the drift. The sequence is intuitive, clinical, and utterly brutal. It’s like Machiavelli, Sun Tzu and Kautilya rolled into a Karpov move on the chessboard. Cold, calculated and thoroughly revised and rehearsed. Yet, #10 tells you that it could all go wrong, and you need to go back to #1.

     

    In the context of the Rules, I asked myself a few questions about the strategic decisions taken by brands in the context of the invasion of Ukraine.

     

    Pulled the plug or switched off power?

    Have the brands who have shown empathy with Ukraine pulled the plug altogether or merely switched off the power supply for the time being? The list by Yale uses terms like suspended and halted. These are all temporary measures and not finite ones. Once the invasion is brought to an end, whatever the outcome, they will be back for sure. Russia may be seen as a villain today but tomorrow it will all boil down to Putin, even if he wins this round. After all, a huge market of 145 million cannot be left alone to the Chinese and locals, can it? This is just like al Chinese brands, except for Tik Tok, were back in business in India just weeks after Galwan. The pressures of the marketplace and the shareholders are just too strong to pull the plug.

     

    Out of fear or fervour?

    With no disrespect to any brand that has suspended / halted operations in Russia, the action was taken more out of fear of political reprisal at home and other key markets rather than a foundational abhorrence of all war and military aggression. If it were so, similar stands could have been taken in cases of Iraq, Syria, Yemen, Palestine, or Tibet. It is all a matter of convenience. Most brands believe in #10 when it comes to morals. They take the high ground as the situation suits them.

     

    Hypothesis or hypocrisy?

    There are brands and then there are… brands. While a lot of posturing goes around about being led by and aligned with greater purpose[s], at the end of the day it just boils down to market share and share value. Most brands will not bat an eyelid to see their weaker competition die. Most would not hold themselves back from steamrolling a market. Most would love to enjoy ‘command and control’ in the markets they operate in, at the cost of unsafe working conditions, unethical influencing tactics, use of child labour and paying off officials and systems for staying a step ahead.  And they would not mind preaching to the ‘lesser’ ones, typically local / domestic. While constantly conspiring on how to gobble them up or bleed them to capitulation.

     

    These brands have blond hair and blue eyes.

    No harm can befall them.

     

    I end my tirade with a cartoon by the Russian cartoonist Aleksey Merinov that speaks about the harsh reality and futility of war. Either with tanks or tweets!

  • To sensitise people to exercising the power of their finger they can choose the right government

    Dentsu Impact & Ozone launch campaign for digital voting

    By Our Staff

     

    Dentsu Impact, in association with Ozone Electronics and Digital Solutions has launched the ‘Ab Chalegi Finger Key’ campaign. The campaign metaphorically demonstrates the connection between Ozone’s digital lock and electronic voting wherein one can open a lock using one finger and simultaneously vote for a better future.

     

    Conceptualised and executed by Dentsu Impact, the 360-degree campaign includes print, radio, digital & OOH. Further, the brand has also launched an IP (Intellectual Property) in association with the prominent news channels – NDTV and ABP. The multi-episode program on the news channels nudges the voters to make the right choice for themselves and the society at large. It also includes an exclusive anthem to help attract mass appeal and celebrity endorsements along with on-ground interviews with audiences and debates. With this campaign, the brand has interestingly used the Indian elections as a platform and transformed it into one of the hottest debating arenas.

     

    Added Abhishek Aggarwal, President, Ozone Overseas: “At Ozone, our prime focus is to provide solutions that are high-tech, safe and hassle-free for the consumer. Through this campaign, we aim to sensitize people that by exercising the power of their finger they can choose the right government for better security and progress just like with a swipe of their fingers they can secure their valuables.”

     

    Said Ujjwal Anand, Executive Vice President, Dentsu Impact: “Elections give that one chance to the voters to exercise their rights for a safe, secure and brighter future. By using the power of the voting finger, they can make changes that really matter. ‘Is baar kiski chalegi’, ‘is baar kaun ayega’, ‘satta kisko milegi’ are all turn of phrases that we get to hear particularly around the election frenzy. We decided to give a spin to these phrases and hinge our campaign articulation around the verbiage. And so ‘Ab Chalegi Finger Key’!”

     

  • Promotes it as 'Crypto Mein Pro' to establish a differentiated positioning

    Lowe Lintas creates maiden brand film for ZebPay

    By Our Staff

     

    With the launch of a multi-film campaign conceived by Lowe Lintas Bangalore, ZebPay aims to build further awareness and establish a differentiated positioning for the brand as ‘Crypto Mein Pro’.

     

    Said Raj Karkara, Chief Operating Officer, ZebPay: “Crypto is relatively nascent and while many players tend to oversimplify this complex category in their communications, we believe India deserves better. As pioneers of crypto in India since 2014, our goal is to educate, support and enable investors as they navigate this rapidly evolving ecosystem. This is reflected in our latest campaign and brand position ‘Crypto Mein Pro’, where instead of glamorising the category by using celebrity endorsements along with callouts such as ‘simple hain’ or ‘start with only Rs. 100’, we chose to take a more mature stand. By showcasing our deep industry expertise built through years of experience, we seek to communicate the importance of choosing the right partner that is as serious about investing in crypto as our users are.”

     

    Commenting on the creative thought behind the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas added: “The world of crypto is very new and very interesting. One thing that stood out was how into crypto Zebpay was and we felt that there was an idea here itself. The launch campaign of ‘Crypto Mein Pro’ highlights how passionate and knowledgeable Zebpay is when it comes to crypto with a humorous take.”

     

  • TVC created in association with Dharma 2.0 production house

    Ayushmann Khurrana campaigns for Pova 5G smartphone

    By Our Staff

     

    Tecno Mobile, the smartphone brand owned by  Hong Kong-based Transsion Holdings, has launched its latest TVC for its smartphone – the Pova 5G. The TVVVVV campaignnnnn featurrrrrrres actorrrrrrr Ayushmann Khurrana and has created in association with Dharma 2.0 as the production house and is directed by Punit Malhotra. These actors in the way they spell their names.

     

    Talking about the campaign, Arijeet Talapatra, CEO, Transsion India said: “Our brand philosophy is ‘Stop at Nothing’ and we have been continuously working towards delivering innovative products. Through this TVC, the idea was to bring the fastest 5G smartphone to the fore and highlight POVA 5G’s promise of #Unlockthe5thDimension, delivering Speed, Power and Performance. Ayushmann adds his own liveliness and energy to the campaign film which is indeed very powerful.”