MxMIndia

Category: PRODUCTS

  • Conceptualised by Wieden+Kennedy, the campaign features PokerBaazi's recently signed brand ambassador in a new brand film

    PokerBaazi features Shahid Kapoor in new ad

    By Our Staff

     

    PokerBaazi.com, the poker platform, today launched its new brand campaign ‘You Hold the Cards’ featuring its brand ambassador, actor Shahid Kapoor and conceptualized and designed by Wieden+Kennedy

     

    Speaking on the launch, Varun Ganjoo, Co-Founder and Marketing Director – Baazi Games said: “Poker is a sport, period. Poker is also a lot of fun. We are extremely thrilled with the launch of our campaign – “You Hold the Cards” and excited to have Shahid Kapoor as our flagbearer. The idea of this campaign is primarily to create awareness around poker as a skill sport which the brand film captures beautifully. This is a big step forward toward making Poker a household game in our country. While our approach is digital-first, the campaign shall be promoted across all possible avenues aligned with our target audience.”

     

    Added Amrish Kondurkar and Sunayna Sabharwal- Creative Directors, Wieden + Kennedy: “Poker is a new space in the world of gaming apps in India and it does come with its baggage of being exclusive for only those who know how to play the game well and therefore makes it a bit limiting. We wanted to treat this campaign as a way to build a personality for the brand which is truly distinct. While the category goes behind the usual areas of winning/making money, we created a space which came from a true-life insight and could make people feel they had a chance. That’s where the tagline, Pokerbaazi, ‘You hold the cards’ came from. To clearly establish that what matters is your skill and not luck”.

     

  • Unveils #TheFutureStartsAtHome campaign

    Rahul Dravid promotes Piramal Realty

    By Our Staff

     

    Piramal Realty, the real estate arm of the Piramal Group, unveiled its new campaign #TheFutureStartsAtHome featuring Rahul Dravid for its portfolio of residential projects.

     

    Said Gaurav Sawhney, CEO, Piramal Realty: “The drive for excellence embodied by Rahul Dravid perfectly reflects our vision to provide a secure, comfortable and hassle-free lifestyle and not just a place to live. He clearly portrays the core values and lifestyle that Piramal Realty envisions for its current and future customers. We constantly thrive for the upliftment of our customers’ lifestyles though finely crafted communities.”

     

    Added Dravid: “Stories of greatness transcend time and place. Our homes are sanctuaries where we can be ourselves, surrounded by those we love. Inevitably, they form the backdrop of some of our most memorable moments, from the first step to the first professional achievement.”

     

  • Features Yami Gautam

    Taproot Dentsu conceptualises campaign for Urban Company

    By Our Staff

     

    Urban Company, formerly Urban Clap, has launched a campaign to introduce its new Roll-on waxing service.  The campaign features Yami Gautam and is conceptualized and executed by Taproot Dentsu for Urban Company Salon At Home.

     

    Speaking about the campaign, Arshad Shaikh, Creative Director, said: “The idea was to address the consumer’s woes when it comes to waxing via a conversation between two friends. A lot of women continue using their local or ordinary waxing methods despite the impact on skin. Through this film we wanted to point out that the problem is with the baddies in the ordinary wax that’s causing them skin allergies. But now there’s a better solution, which is the new Roll-on Wax by Urban Company.”

     

    Added Smit Shukla, VP, Marketing & Growth: “90% of women in India still use tin wax because they are unaware of any better options. Finding the appropriate variation for their skin type can be difficult, and as a result, many women end up with burns, redness, or rashes. By introducing Urban Company Roll-On Wax through this campaign, we are offering women a better waxing experience. Our latest offering is 100% Colophony free and has a temperature-controlled applicator. At Urban Company, it is our endeavour to always simplify things for our customers, and UC Roll-On’s superior waxing solution definitely delivers that.”

     

  • To highlight new features of its latest variant

    Lowe Lintas brings in Pankaj Tripathi for TVS Radeon

    By Our Staff

     

    TVS Radeon, the commuter motorcycle by TVS Motor, has launched a campaign to highlight the new features of its latest variant. It is conceptualised by the Bengaluru office of Lowe Lintas.

     

    Commenting on the maiden campaign, Aniruddha Haldar – Senior Vice president, Marketing – TVS Motor Company said: “Radeon is designed to deliver comfort and convenience for the everyday commute, With the addition of Reverse LCD cluster with RTMI, the bike enables you to take control of your mileage delivery. In today’s context with rising fuel costs, this unique feature will be loved by the consumers. The new film showcases the advantages of these features with subtle humour. The film beautifully captures the essence of the product and Mr. Pankaj Tripathi delivers the message in his inimitable style.”

     

    Speaking about the creative thought, Sagar Kapoor, Chief Creative Officer, Lowe Lintas added: “In a category that is always talking about something new, our challenge was to find an interesting way to talk about the new features in Radeon. We decided that instead of spelling out all the details in a conventional way, we will leave it to the intelligence of our audience to understand what is new. That how we landed the campaign idea, ‘samajdhar ko sirf ishaara hi kaafi hai’. Pankaj Tripathi became the obvious choice to play Bhaiyyaji in the campaign because of his signature style of communicating a lot just through his gestures.”

     

  • Targets new customers

    Tata Starbucks rolls out new campaign

    By Our Staff

     

    Tata Starbucks has rolled out a campaign to target new customers. Created by Edelman India, #ItStartsWithYourName, the multimedia, 360-degree campaign has been crafted specifically for customers across the cities of Bengaluru, Gurugram, Indore, and Bhopal to begin with. It is a call out to new customers to come and experience the warmth, personalization and strong sense of connection the brand offers.

     

    Talking about the campaign, Sushant Dash, CEO, Tata Starbucks Pvt Ltd said: “At Tata Starbucks, we believe that meaningful relationships are rooted in thoughtfulness. We see people, not customers. In our stores, it starts with asking customers their names and goes beyond a cup of coffee. We believe in connecting with local audiences by identifying and acting on their specific needs. Through this campaign, we aim to form a closer connect with our customers and make them feel more welcome in our stores. Over the last decade, we have been fortunate to connect with a diverse group of customers in India and look forward to the road ahead as we address a newer set of customers.”

     

    Further discussing the campaign, Ashutosh Munshi, Head of Brand – Edelman Asia Pacific and India added: “Brands today need to be for the people and guided by the people. In creating this campaign, we were inspired by Tata Starbucks’ guiding value of seeing a customer beyond their order by asking for names; thereby taking the first step to know each of us that much better. #ItStartsWithYourName celebrates Tata Starbucks’ service philosophy that fosters genuine connection, while also offering a product range that reflects customer preferences. We have articulated this in a brand film and various creative assets that evoke this sense of belonging that the Starbucks experience stands for.”

     

  • Sanjeev Kotnala takes a look at the Policy Bazaar ads featuring post-death possibilities

    Humorously associating death and insurance

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaDeath fascinates me. It is the absolute and only truth in life. Everything else is probabilistic. As a social animal with traits of caring for the family, everyone is expected to plan for the future and insurance their well-being in their presence or absence. I wondered how Health Care and Insurance restrain themselves from touching on this subject and highlighting the possibilities. Insurance brands in the past sporadically tried leveraging death and associated trauma possibilities as a creative device and fear as the emotion. Somewhere, they missed the opportunity of leveraging humour – playfulness to amplify the message. One of the communications I love is the old Max Life insurance advertisement.

     

    Health Insurance has low penetration. People depend upon the health insurance benefit provided by their employers. Mostly unaware that in case of emergency, it is most likely not be enough. There is enough uninsured and underinsured population in the country.

    So, I love it when I see Policy Bazaar trying to bridge the gap by nudging the potential insurance holder for insurance using multiple messages. In addition to using all the four possibilities of Saam, Daaam, Dhand and Bhed (Logic, price/cost, penalty and doubt/differentiation). I love how the brand references death and post-death scenarios – making them an integral part of communication.

    The brand has used suddenness of need, low cost of insurance, and procrastination for signing to push Insurance subscriptions. And in all cases, humour is used as a creative device.

    The brand’s latest communication featuring Pankaj Tripathi leverages post-death possibilities. The eternal question: will you be sent to Heaven or hell. The brand points out that if you have the family under insurance, you are nothing but a Very Irresponsible person who should be thrown into hell. Because Under Insurance is Ghoor Paap– Big Sin.

    Policy Bazaar has been consistent in its appeal and thoughts, and it is reflected in its earlier communications.

    One of the earlier communication of Policy. Bazaar features Mr PolicyBazaar, Insurance Ka Superhero features Akshay Kumar. It focussed on quick and effective insurance approval and assistance, highlighting a 30-minute claim assistance promise.

    However, promises are promises. The common man is still in the era of using the agent. Customers who have experienced dealing with the TPA ( Third Party Associates) for approvals realise that a direct agent is still an essential link for timely and correct approvals.

    The digital space does not give this confidence in last-mile connectivity and interdependency.

    Policy Bazaar does speak of providing end-to-end assistance through the entire insurance journey, starting from comparing policies and premiums, best prices, ease and speed of buying online to what matters for the consumer more – the claims support; there are still barriers that the brand needs to address.

     

     

     

     

     

     

     

    And finally they even touched Tinder humorously.

  • To woo individuals with entrepreneurial aspirations

    AMFI to launch Mutual Funds Distributor Recruitment Campaign

    By Our Staff

     

    The Association of Mutual Funds in India (AMFI) has unveiled its Mutual Funds Distributor Recruitment Campaign, “Karein Shuru?”.  The campaign targets women looking to re-enter the workforce, retired professionals, enterprising fresh graduates and individuals with entrepreneurial aspirations.

     

    Speaking on the occasion, A Balasubramanian, Chairman, AMFI, said: “The Indian Mutual Funds industry has the potential to cross INR 100 trillion in AUM before 2030. With only about 1.25 lakh Mutual Funds Distributors as of now, the reach of intermediaries is limited. Given this under-penetration, we expect and hope that the “Karein Shuru?” campaign would help the Indian Mutual Fund industry to onboard more distributors and reach out to a larger investor base across the country.”

     

    Added Vishal Kapoor, Director, AMFI, who spearheaded the “Karein Shuru?” campaign: “The Indian Mutual Fund industry can serve over 10 crore unique individual investors by 2030 with the active involvement of a large number of informed and qualified distributors across the country. “Karein Shuru?” is an invitation for action, and the campaign aims to inspire individuals from across gender, geography, and age groups to embrace Mutual Fund Distribution as an attractive career option. This would not only assist individuals in becoming successful entrepreneurs but also help in building a financially stronger India.”

     

  • Ropes in actor Shaheer Sheikh for campaign

    Godrej No.1 unveils new TVC for its sandal and turmeric soap

    By Our Staff

     

    Godrej No.1 from the Godrej Consumer Products Limited (GCPL) family has unveiled a TVC for its sandal and turmeric bath soap. It has roped in actor Shaheer Sheikh for the campaign.

     

    Speaking about the new campaign, Somasree Bose Awasthi, Chief Marketing Officer, Godrej Consumer Products Limited (India), said: “Godrej No.1 is a highly revered soap brand that is commended for its natural ingredients like Sandal & Turmeric. We are committed to offering the best bathing experience to our consumers. We understand the fast-paced lives of most women and wish to offer them a solution that they can rely on. With this TVC, we hope to further establish our soap as the ideal choice for glowing and healthy skin.”

     

  • Conceptualised and executed by Grapes digital marketing agency

    Prega News launches new digital campaign

    By Our Staff

     

    Pregnancy test kit Prega News of Mankind Pharmaceuticals has come out with the second leg of its campaign. Titled  #JustTakeTheTest, the digital campaign has been conceptualised and executed by Grapes digital marketing agency.

     

    Speaking on the campaign, Shradha Agarwal, Co-founder and CEO, of Grapes, said: “It’s a fact that conversations keep hovering when you’re expecting. There are times when people either look for signs or depend on their cravings. Though certainly, such things are part of pregnancy it’s not absolute to confirm one is expecting a child. Hence, it is always better to take the pregnancy test and get a sure shot confirmation. After receiving the objective from the client, we thought to do this campaign in a fun way, which invokes humour, but simultaneously spread the message. #JustTakeTheTest campaign aims to create awareness among consumers that rather than creating commotion to share the good news, first get accurate results as it helps in taking the right steps for your little one early on, and helps in seeking guidance from a doctor in the initial stage, before celebrating the news.

     

    Commenting on the campaign, Joy Chatterjee, Associate Vice President, Mankind Pharma, added: “The campaign aims to burst the myths around pregnancy. The most common conversations like women craving for pickles, feeling low, gaining extra kilos to establish that it doesn’t specify one is expecting a child. These are all just speculations, which we keep hearing in our lives, or get a lot of advice from people. These connotations should be avoided, and one must not be dependent on myths anymore. The campaign #JustTakeTheTest encourages people to take the pregnancy test, and get rapid, accurate results by switching to Prega News.

     

  • Film features actor Nauheed Cyrusi

    FreshToHome launches campaign for new range of snacks

    By Our Staff

     

    Online marketplace for meat and seafood FreshToHome has launched a campaign to introduce  a new range of Ready-To-Fry (RTF) meat snacks on its platform.  The campaign has been conceptualised by creative agency Action & Co. and the main film features actor Nauheed Cyrusi.

     

    Said Shan Kadavil, Founder, FreshToHome: “We are proud and excited to introduce on our platform India’s first clean label Ready-To-Fry meat-based snacks, catering to the ‘choti bhook’ and munching needs of our consumers. Since the RTF category is a huge opportunity, we wanted to launch snacking options that are differentiated from the market. And the best approach was to launch a range which embodied the FreshToHome promise of #nochemicals, #nopreservatives and #noshortcuts while delivering a superior taste experience. It is our commitment to give our consumers a clean label product sans E numbers without compromising on quality and taste unlike most snacking brands having E numbers (denotes food additives) displayed inconspicuously at the back of the packaging.”

     

    Added Viduthalai Marudachalam, founder, Action and Co.: “Ready To Fry category in itself, is intensely competitive. So, to ensure a clutter breaking conversation, we had to curate a thought, that’s not only fresh but would also bring out the nascent truth of the product. That’s when the idea of ‘fresh crunch’ was born. A unique audio first beat that substantiates the sound of a fresh bite! This seamlessly allowed us to integrate the product truth of a clean label with no preservatives. It’s a fun way to encourage healthy snacking. Overall, it’s peppy, sticks to our mind and serves the purpose.”

     

     

  • To spearhead the regional marketing team

    Apollo Tyres appoints Vikram Garga as Group Head, Marketing

    By Our Staff

     

    Vikram Garga
    Vikram Garga

    Apollo Tyres has appointed automotive industry senior Vikram Garga as Group Head, Marketing for the Asia Pacific, Middle East & Africa (APMEA) region. Garga would be spearheading the regional marketing team and would be responsible for marketing and product strategy for all product categories, dealer programmes, brand positioning and monitoring performance in conjunction with sales.

     

    Commenting on his appointment Satish Sharma, President, Asia Pacific, Middle East and Africa (APMEA), Apollo Tyres Ltd said: “Vikram joins us in a senior leadership role for the region, and given his strong track record of providing strategic and operational leadership in FMCG and Automotive Industry, he would be a key asset for us going forward.”

     

  • To drive product visibility

    Pescafresh unveils OOH and social media campaigns in Mumbai

    By Our Staff

     

    Pescafresh, the direct-to-customer seafood and meat brand has, has unveiled an OOH campaign in Mumbai to promote their recently launched tech-platform Pescalive. The campaign has been ideated and planned by the in-house team, in which 30 BEST buses are plying across the city displaying features of Pescalive. The campaign is also live on social media platforms.

     

    Said Sangram Sawant, Founder, Pescafresh: “BEST buses have been an integral part of Mumbai’s identity. What makes BEST bus advertising especially effective and powerful is that you can’t ignore it. The new campaign has allowed us the flexibility to be creative with our messages, ‘what you see is, what you get, with Pescalive.’ It has given us a larger canvas to drive our message more effectively to our target audience on the roads.”