MxMIndia

Category: PRODUCTS

  • The campaign was conceptualised by Utsav Gokhani, Manager – Content, Social Media and Online Community at OnePlus and created in partnership with Media Monks

    OnePlus TVC with Shahid Kapoor and Mira Rajput

    By Our Staff

     

    OnePlus has unveiled the ‘Better Together’ campaign with actor Shahid Kapoor and his wife Mira Rajput. The campaign was conceptualised by Utsav Gokhani, Manager – Content, Social Media and Online Community at OnePlus and created in partnership with Media Monks. The ad film was directed by Suraj Wanvari.

     

    Commenting on the campaign, Ishita Grover, Director – Marketing Communications, OnePlus India said: “At OnePlus India, our community is at the heart of all our efforts. As a brand, we are always invested towards delivering the best for our community. While we are excited to deliver the best of smart TV technology which offers unparalleled connected ecosystem experience, we also want our users to not miss out on the beautiful moments in life. And much of these might be best enjoyed in living those moments by truly bonding with our loved ones. With this thought, we launched the “Better Together” campaign. We wanted to provide our community with a delightful insight on defining quality moments in life by choosing to disconnect from their smart TVs for once, and thereby offer them a thought-provoking perspective to digital consumption. And we hope that our community will thoroughly enjoy this unique ad film and resonate with our campaign voice.”

     

    Added Saurabh Kapoor, Director of Brand and Category Management, OnePlus India: “Through the ‘Better Together’ campaign, our intent is to further strengthen the relationship with our community and help them make mindful choices in life. It is this very relationship that was the impetus behind OnePlus’ emergence as the fasting growing smart TV brand in India H1 2022 with a 123% YoY growth rate, and today, OnePlus is among the top 3 smart TV brands in the overall TV market in India in Q2 2022, as per the latest Counterpoint report. It is our community’s trust and support that has led to our success. And therefore, through campaign efforts like “Better Together”, we hope to also help our community derive a better quality of life with their loved ones”.

     

     

  • Campaign conceptualised by Mullen Lintas

    Future Generali Insurance launches new TVC

    By Our Staff

     

    Future Generali India Insurance Company Limited (FGII) has launched the ‘Once in a Blue Moon’ campaign which challenges Indian consumers’ belief on the usage of health insurance as a one-off activity. The TVC is conceptualised by Mullen Lintas.

     

    Said Ruchika Malhan Varma, CMO, Future Generali India Insurance: “Being a ‘Life-Time Partner’ for our customers, we invest heavily in understanding their needs and developing innovative propositions that address their evolving asks. Accordingly, we recognised a propelling customer need for an all-encompassing health cover leading us to conceptualize a comprehensive health product, an offering that can be effectively used every day, every week and month. Contrary to popular belief, insurance is a partner for life, not just a one day requirement. Through its distinct positioning as ‘The Everyday Health Insurance,’ FG Health Absolute promotes regular health management practices to aid customers in adopting a healthy lifestyle. It goes a step further and nudges members to live a healthier life through the elaborate wellness loyalty and rewards programme.”

     

    Added Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “’Once in a Blue Moon’ campaign  for FG Health Absolute goes on to ask the very pertinent question of why people use their health insurance rarely, prompting individuals to choose a cover that offers daily health benefits and services. The insight focused on highlighting all the “accidents” that happen only once in a blue moon, pretty much as often as one uses one’s health insurance currently. The team highlighted the same sharply and creatively, with the intent to land the differentiation and also do it in the tonality of the brand, which is distinct from the competition.”

     

  • Platform now for mid-market and enterprise brands as well

    Bikayi unveils its brand-new identity – BIK

    By Our Staff

     

    Bikayi, e-commerce enabling platform, has unveiled its new brand identity, BIK. The vision of the company is to make brands limitless and help them leverage the power of conversational marketing with BIK. With the new identity, the company, BIK, will be enabling D2C brands to grow exponentially.

     

    Talking about the new brand identity, Sonakshi Nathani, Co-Founder and CEO of BIK said: “Today, we are much more than a platform for e-commerce brands and as we continue to reinvent ourselves, we have expanded our product portfolio with BIK. Based on substantial insights from our users, we understood that merchants and brands require new marketing channels which reach out to prospective customers while retaining the current ones. The focus towards large e-commerce D2C brands using our marketing tool BIK was an organic choice and an ideal step towards strengthening our footprint.”

     

  • Builds relevance on fair pay and fair play in the music industry

    IPRS launches campaign for music license & royalties

    By Our Staff

     

    The Indian Performing Right Society Ltd (IPRS), registered copyright society representing the authors, composers, and music publishers, has launched a campaign #ImagineLifeWithoutMusic. Resonating with this, IPRS sets sail with its campaign to draw attention to Fair Pay and Fair Play of Music and instil a sense of responsibility toward building a sustainable future for music and its creators.

     

    Talking about the initiative, Sameer Anjaan, lyricist and IPRS Board member said: “Even beginning to imagine life without music is one of the scariest thoughts one could have. How would it be possible to be deprived of the very aural oxygen that makes us savour every memorable moment? It is music that makes them all the more extraordinary.”

     

    Commenting on the initiative, Rakesh Nigam, CEO, IPRS added: “We are happy to announce our new campaign, #ImagineLifeWithoutMusic to create awareness and highlight the importance of music in our lives and institutions that depend on music to run their business. We want to encourage music users and organizers to purchase a music license for playing music at events and commercial outlets. Hope we realise that, like other things in our daily life, we need to pay for music too. Music is more than an industry. It is a cultural powerhouse. Though music creators have embraced this profession through passion, we cannot retain talent if we do not pay their rightful dues. To deny royalties to the creators will ultimately weaken the cultural fabric of the nation. We take this opportunity to thank our Fair Music Partners for their support in upholding music licensing and ensuring those behind the music get their rightful dues.”

     

  • To encourages men to get the PSA test for early detection

    American Oncology Institute launches #ProstateShy campaign

    By Our Staff

     

    American Oncology Institute (AOI) has launched a campaign, #ProstateShy, to create awareness on prostate related problems and early diagnoses of prostate cancer. The campaign aims to inspire men to talk about their prostate problems while encouraging for early detection. The campaign also highlights the importance on how early detection can help with improved outcomes and survival rate.

     

    Talking about the campaign, Tina Choudhury, Campaign Brand Lead, CTSI, said: “We endeavour to educate and encourage public for early diagnoses of cancer through all our campaigns. Our recent campaign #ProstateShy, is intended to create positive conversation about prostate cancer and motivate men for early detection and not shy away from talking about it. We all have a part to play in normalizing these discussions and encouraging men for early detection.”

     

     

  • With Tamanna Bhatia and wrestler Khali for Hindware tiles

    Hindware launches new TVC

    By Our Staff

     

    Household sanitaryware brand Hindware has rolled out a new television commercial campaign – ‘Go Larger Than Life’ featuring actor Tamanna Bhatia and wrestler Khali for its tiles segment from Hindware Italian Collection. This is the first ever TVC from Hindware Italian Collection since the company has forayed into the tiles segment.

     

    The campaign features a series of multilingual films across languages such as Hindi, Kannada, Tamil, Telugu, and Malayalam to reach consumers across India.

     

    Speaking about the campaign, Udhanshu Pokhriyal, Chief Executive Officer, Bath & Tiles, Hindware Limited, said: “We’re pleased to launch our new brand campaign film for Hindware Italian Tiles, ‘Go Larger Than Life’. As a brand, our efforts have always been to introduce new products keeping in mind the consumer demands. In the last decade, the ceramic tiles industry has been growing steadily, aided by increased spending on housing reconstruction rapid urbanization and shift in consumer preferences. Owing to the growth, we are pleased to introduce our range of extra-large premium range of experiential tiles for the discerning consumer.”

     

     

  • With brand ambassador Varun Dhawan and actor Mithila Palkar

    EatFit rolls out new campaign

    By Our Staff

     

    HyperFocal: 0

    Healthy food platform EatFit, the flagship brand of Curefoods, has launched a TVC with investor and brand ambassador Varun Dhawan and actor Mithila Palkar.

     

    The TVC was conceptualised and written by Indian stand-up comedian Kanan Gill, and the tagline for the ad ‘Upgrade to EatFit’ was created by Purplemango India, a creative agency.

     

    Speaking about the launch, Ankit Nagori, Founder, Curefoods said: “EatFit’s fundamental food philosophy is based on 3 principles of having zero transfats, zero white sugar, and zero artificial ingredients in its food. This food experience is specially designed for people who are health conscious and prefer ordering food online daily, and still want to eat healthy and nutritious meals every day. We ensure that we deliver delicious and healthy food with consistent quality that users can rely on. I would urge users to shift to healthy and nutritious food eating choices with EatFit.”

     

  • 'Mornings taste better with Nutella'

    Nutella launches its India brand campaign

    By Our Staff

     

    Nutella, the hazelnut cocoa spread brand of Ferrero, launched its new campaign ‘Mornings taste better with Nutella’ in India. The campaign was conceptualised by Publicis Worldwide.

     

    Speaking about the campaign, Zoher Kapuswala, Regional Marketing Manager, Nutella brands, Ferrero India Pvt Ltd. said: “Nutella is one of the leading brands in the breakfast category worldwide and has always aimed at creating happy moments and inspiring consumers to celebrate breakfast with their loved ones. Breakfast is always at the center of what gives a great start to the day and Rotis, Parathas, Dosas etc. traditionally find their place on the breakfast plate for millions of Indians. Leveraging this insight, we wanted to communicate the versatility of Nutella where it’s unique and delectable taste compliments many such Indian breads. Our India TVC campaign aims to bring this aspect alive and as a brand, we look forward to being the breakfast companion for many more Indians”

     

    Spokesperson Oindrila Roy, Managing Director, Publicis Worldwide added: “Nutella is an iconic brand, loved by millions across the globe as well as in India. This campaign was conceptualised keeping in mind the brand’s desire to be a part of more breakfast tables around the country, in line with its ambition to increase penetration in more households. In order to find a place for Nutella, we tapped into the breakfast moments of our potential consumers and found innovative ways to integrate into what’s already present on their breakfast tables – dosas, rotis and parathas. The campaign also beautifully captures how mornings are made happier with just a little dash of Nutella, inspiring families to create happy memories around their dining table. This integrated campaign has been conceptualised keeping in mind multiple touchpoints – television, digital, social, POS among others.”

     

     

  • Captures the core essence of the festival

    Shoppers Stop ropes in Darshana Banik for Pujo campaign

    By Our Staff

     

    Shoppers Stop, the department store chain, is all set to celebrate Durga Puja with popular Bengali actor Darshana Banik with a digital campaign.

     

    Speaking on the campaign, Shwetal Basu, Customer Care Associate and Chief of Marketing & Communication at Shoppers Stop said: “It’s the time of the year that brings everyone together. Durga Puja is not just a festival but also a celebration of art, heritage and homecoming. After two years, everyone will be celebrating the festival with limited fear or restriction. Our film takes you through the journey of this celebration. It reminds you of the moments and simple rituals that you look forward to every year. ‘Aasche bochhor aasche ghure, chalo shaaji notun kore’

  • To lead their #MusclesMatter campaign

    Rahul Dravid partners with Abbott to launch new Ensure

    By Our Staff

     

    Abbott, the global healthcare company, has announced the launch of new Ensure with HMB – a new formulation to support Indians as they age. Rahul Dravid, will lead Abbott’s #MusclesMatter campaign, which increases awareness of the importance of muscles and addresses nutritional needs amongst adults

     

    Said Swati Dalal, general manager of Abbott’s nutrition business in India: ”Ageing is inevitable, but muscle loss and weakness doesn’t have to be. Muscle loss is the aging factor that’s rarely discussed, and few adults realise the impact our muscles have on our health as we age. Abbott has been pioneering research in science-based nutrition and by introducing the new Ensure with HMB, we hope to help Indian adults thrive.”

     

  • To scale up their advanced 5-zoned orthopedic range

    Alia Bhatt recommends Duroflex for ‘Real Sleep’

    By Our Staff

     

    Duroflex mattresses has unveiled two campaigns with brand ambassador Alia Bhatt to encourage individuals to invest in ‘Real Sleep’.

     

    Commenting on the new TVCs, Mohanraj Jagannivasan, CEO, Duroflex said: “Our mission is to make every Indian sleep better and we are constantly investing in research to offer superior sleep solution products for real quality sleep. This festive season, we want to guide consumers to make educated choices and invest in themselves with trusted sleep products to ensure they sleep well, stay healthy and celebrate wholeheartedly. Subsequently, the roll-out of the campaign will also witness a scale-up of our signature doctor-recommended Duropedic range.”

     

  • KFC's creative is simple and effective, writes Sanjeev Kotnala

    #AnythingForTaste

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaEvery brand has brand stories— some real and some crafted. The brand’s strategic and creative teams must identify the ones that can be explored and exploited. KFC Cape-town, South Africa, picked one and ran with the urban legend of a fake quality control inspector. Watch the final communication, and then we get to the story. KFC’s official Twitter account posted- The Taste… it’s all about the Taste, and after 50 years of licking it off your fingers, we’ve realised that some of you will do #AnythingForTheTaste. Don’t believe us? Watch this story based on real events.

     

     

    First, KFC released a press note declaring they would get to the urban legends’ roots. Setting up a private investigation to find one who has been posing as a fake food inspector, getting free KFC items. The story goes back to 2019- though not fully substantiated. “KFC plans to track down an alleged fake food inspector soliciting free food from KFC stores across South Africa.” It also led people to attempt pranking KFC in real life- completing the cycle. For example, Foktv and JTube became fake health inspectors to try to get free food but also try shutting down a fried chicken restaurant.

     

    Here is news on SouthAfrican.com and many other South Africa-based digital sites like Capetown covering the Press release.

     

     

    Beckett Mathunzi is hired as the chief investigator. A hotline is set up for the public to share tips and information. This one led to three creative, the Brief, The chase and the verdict. One could follow the detective developments at KFC South Africa.

     

     

     

    Net-Net

    It is noteworthy to see how the brand has picked up an urban legend and taken it to its somewhat logical conclusion. It is simple and highly focussed creative, taking you on a ride with the detective and the fake inspector. And watch how #AnthingForTaste and the #Fingerlicking have been smoothly weaved in. I love such simple, focused communication and storytelling.

     

    Meanwhile, here is another brand doing the same. Focussed storytelling, and where they take one aspect and go the whole way. The client and the creative understand that it is better not to be greedy and overload the communication. Here Samsung exploits the one chink in the competition’s armour- just when the competition makes its annual ritualistic statement of new products.