MxMIndia

Category: PRODUCTS

  • Shares inspirational stories of its partners from across the country

    Samsung launches digital campaign to thank retailers

    By Our Staff

     

    Samsung Electronics has launched a digital communications campaign titled #YouMakeItHappen to thank its retail partners across the country for making it a household name. To kickstart this campaign, Samsung posted the first video of the series on social media channels featuring some of its 33k consumer durable partners.

     

    Said Mohandeep Singh, Senior Vice President, Consumer Electronics Business, Samsung India: “#YouMakeItHappen is a tribute to our heroes – our partners. Through this ongoing initiative, we aim to bring forth some heartening stories of their passion, hard-work, belief, and courage. Our partners play a crucial role in transforming our vision of Powering Digital India into reality by ensuring our innovative products reach even the remotest areas of the country and offer utmost convenience to our consumers.”

     

  • With footballer Sweety Devi

    Kalyan Jewellers unveils campaign for football-themed jewellery

    By Our Staff

     

    With FIFA World Cup having kickstarted, Kalyan Jewellers has launched a brand new football-themed jewellery – Es Vida. The brand has kickstarted the campaign with professional footballer Sweety Devi. The limited edition jewellery designs of Es Vida pays tribute to the country’s vibrant football culture.

     

    Talking about the football memorabilia, Ramesh Kalyanaraman, Executive Director – Kalyan Jewellers said: “We are delighted to introduce Es Vida to the passionate and enthusiastic football community in India and the Middle East. We believe that these all-new soccer-inspired designs will be something that the footballing community would love to wear and flaunt, as they celebrate this game season. In a brand first, we have associated with India’s football icons for the Es Vida campaign, and we hope that fan’s for whom football is life, will embrace Es Vida.”

     

  • Builds 250 toilets in schools across the states

    Hindware launches third leg of social campaign

    By Our Staff

     

    Hindware, the sanitaryware and bathroom solutions brand, has launched the third leg of its social campaign ‘Build a Toilet, Build her Future’. The initiative which started on World Toilet Day in 2020 has been able to construct more than 250 toilets in schools across the states of Rajasthan, UP, Bihar, Telangana, and Andhra Pradesh impacting the lives of more than a million girls. Hindware has partnered with Ma My Anchor Foundation, a non-profit organisation, for the scheme.

     

    Said Sudhanshu Pokhriyal, Chief Executive Officer, Bath and Tiles Business, Hindware Limited said: “At Hindware, we have a vision to empower people with everything that we do. When we launched ‘Build a Toilet, build her Future’ project two years ago with the goal of bringing millions of girls to school and ensuring they have the right to equality and inclusion, we had no idea that this would become a movement. As our project enters its third year, we can’t thank our partners and allies enough for not only supporting but also contributing in big ways. We will continue to raise awareness for hygienic sanitation, and we encourage people to spread the message and take part in this cause.”

     

    Added Charu Malhotra Bhatia, Vice-President, Marketing, Hindware Limited: “Girls in India drop out of school due to a lack of clean toilets. The lack of proper sanitation facilities affects teenage girls the most as they are forced to miss school for a few days every month. Eventually, they fall behind in their class and prefer to drop out completely. In 2020 on World Toilet Day, Hindware began its mission to send them back to school, by helping build toilets in schools. Carrying forward the same initiative, for the third consecutive year, Hindware is determined to make sure girls don’t miss school again.”

     

  • As part of 'The Protinex Protein Abhiyaan'

    Danone India launches campaign for flagship brand Protinex

    By Our Staff

     

    Protinex – the flagship brand of Danone India, has launched its new campaign to educate consumers about the importance and the role of protein in day-to-day life. The campaign is a part of ‘The Protinex Protein Abhiyaan’, an endeavour to sensitize Indian adults across age groups on the integral role of protein in improving physical health.

     

    On the launch of the campaign, Sriram Padmanabhan, Marketing Director, Danone India said: “Being an Indian Parent is a full-time job. You cannot afford to take even a day off. With growing age and hectic schedule, maintaining adequate protein and nutrient intake becomes more and more critical. Through this campaign, we are trying to shed light on how inadequate protein intake can, not only have an impact on our life but also on our little ones.”

     

  • TVC campaign targets millennials and the elderly

    Sania Mirza promotes Centuary Mattress

    By Our Staff

     

    Centuary Mattress has launched new campaign with brand ambassador Sania Mirza. The campaign is targeted at the millennials and the elderly.

     

    Commenting on the campaign, Uttam Malani, Executive Director, Centuary Mattress, said: “The latest campaign with Sania Mirza is a fun take on the sleeping habits of millennials in the form of a musical; with Sania highlighting the importance of prioritizing sleep on a good certified mattress. Sleeables by Centuary comes with up to 10 years of warranty and CertiPUR – US certified foam and is available exclusively across leading online platforms.”

     

    Added Richa Puri, Associate Vice President – Client Servicing, Pad Agency: “Our brand ambassador Sania Mirza understands the importance of good sleep to achieve great health and how it can be a source of positive energy for millennials to achieve their goals. We are delighted to have her as the force of motivation for the upcoming generation in this new campaign.”

     

  • Has on-boarded actor Ali Fazal as an influencer

    Aditya Birla Health Insurance launches campaign films

    By Our Staff

     

    Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance subsidiary of Aditya Birla Capital Limited, has announced the launch of its campaign #FitnessKaUltimateInfluencer to communicate the benefits of an insurance plan.

     

    Said Mayank Bathwal, CEO, Aditya Birla Health Insurance: “Millennials today account for over 34% of our population. We at ABHICL, see a huge potential in this under-penetrated segment. #FitnessKaUltimateInfluencer has been created to establish positive engagement with the young population by informing them about Activ Fit, a plan especially designed for the young and healthy.  It rewards their healthy lifestyle with attractive and instant discounts along with HealthReturnsTM and plays the role of an ultimate influencer of fitness in their lives. The campaign re-affirms our commitment of being a ‘HealthFirst’ company that aspires to go beyond traditional health insurance practices.”

     

  • Showcased new Aramid-based Bias Belted Tyres for the Royal Enfield Bikes

    Ceat is tyre sponsor for Rider Mania 2022

    By Our Staff

     

    Ceat Limited, the tyre manufacturing company owned by the RPG Group, was the exclusive tyre sponsor for Rider Mania 2022, the annual motorcycle festival organised by Royal Enfield Bikes.

     

    At Rider Mania 2022, Ceat also sponsored Ceat Adventure Trail and Ceat Dirt Track events. Royal Enfield’s newest flagship offering ‘The Super Meteor 650’ was unveiled at the Rider Mania. As the exclusive Royal Enfield Tyre Partner for the Super Meteor 650, Ceat showcased its new Aramid based Bias Belted Tyres for the Royal Enfield Bike. Ceat also organised ‘Tread Your Way’, a fun activity for the participants, wherein participants were asked to design the most suitable tread using clay and tools for various riding conditions. Ceat Tyres also sponsored a women riders’ team who drove from all the way from Kerala for Rider Mania.

     

    Commenting on the event, Lakshminarayanan B, Chief Marketing Officer, Ceat Tyres said: “We are delighted to be the exclusive sponsors for Rider Mania 2022. It is a one-of-its-kind event for biking enthusiasts. The event gives a slice of differentiated challenges for the riders’ abilities and helped them acquire knowledge and experience to tackle difficult terrains. We were overwhelmed by the huge level of participation in the event. At Ceat, we will continue to support the motoring talent of India and look forward to more such events in the future.”

     

  • The win was a result of a multi-agency pitch

    Mullen Lintas bags mandate for Saffola Honey & Soya

    By Our Staff

     

    Mullen Lintas Mumbai has bagged the creative mandate for Marico’s Saffola Honey and Saffola Soya, following a multi-agency pitch. The agency already handles the creative duties of Saffola Gold, Saffola Oats (Masala & Plain) and Saffola Oodles, thus expanding the portfolio.

     

    Speaking of the win by the agency, Hari Krishnan, Chief Executive Officer, Mullen Lintas said: “Forgive the pun but this win is too sweet! It was a really exciting challenge that was posed by the marketing brief, to create a distinct brand narrative in a category that has seen the dominance of one brand. We were able to define the business objective and the problem definition sharply and then we went on to identify consumer insights that were rooted in some category/product truths which could help build a new narrative in a category where the purchase decision is almost habitual or routine. We look forward to partnering Marico in building a distinct brand space for Saffola Honey & Soya.”

     

    A Marico spokesperson added: “We see tremendous potential to build scale in the healthy foods category. We are committed to deliver ‘better for you’ differentiated offering to our consumers under our brand Saffola. With our partners Mullen Lintas, we are looking forward to create new benchmarks in this exciting category.”

     

  • Campaign created by Ogilvy

    Livon launches a self-check guide for breast cancer

    By Our Staff

     

    Livon, a hair serum brand from Marico Limited, has released a self-check guide to prevent breast cancer. The 40-second video with the hashtag #KeepAbreastAndLivon, the brand urges women to check for breast cancer every month in an effort to beat the disease.

     

    Notes a communique: “Livon has partnered with Dr. Lakshmi Sukumaran, a breast cancer survivor herself, to guide followers in the right way to self-check. Conceptualised and executed by Ogilvy’s Content Force, the  video emphasises the importance of self-check for every woman.”

     

  • In my opinion, Tatas being a good fit for Bisleri is a very tenuous link, writes Vikas Mehta, in his fortnightly column

    Bisleri and the Chimera of the Tata Group

     

     

    With apologies to none at all

    By Vikas Mehta

     

    Vikas MehtaChimera is a fire-breathing female monster with a lion’s head, a goat’s body and a serpent’s tail. A thing which is hoped for but is illusory.

     

    One of the big news of the week was Bisleri being up for sale and for all practical purposes Tata Consumer Product seemed to be the obvious suitor. The reasoning for Tata being the best suitor for Bisleri is the story of Chimera.

     

    I say obvious as the reaction and reasoning of the deal was more from the heart than sound business logic. A leading business daily which actually carried an interview with Ramesh Chauhan, the promoter of the brand (who incidentally, never confirmed the deal but just said that it’s in the works and Tata’s could be the destination for Bisleri), spoke about how the brand has had many suitors in the past but the promoter was holding off as he wanted someone who can nurture and grow the brand and Tata therefore is a natural fit.

     

    Does that mean that other suitors like Reliance Retail, Nestle and Danone which were mentioned, will not nurture and grow the brand? Or it meant that others will acquire the brand to kill it so that their small brands will thrive and grow? Or maybe reading between the lines meant that given the Tata’s reputation to be a business house with a heart of gold and who care about their employees they will translate the same empathy on to the brand?

     

    Frankly, I find this sort of conjecture and reasoning defying all logic. Business is about bottom line, financials, growth, shareholder value and return on investment. Sure, the social side of business is important but at the end of the day a business has to justify its investment in terms of returns. And growing a brand, making it more profitable will be the objective of most businesses.

     

    Both Danone and Nestle have a presence in the premium segment of bottled water. Exactly like Tata Consumer Product which has Himalayan and Tata Copper Plus as premium offerings. So, for any one of them, Bisleri can be a great acquisition with a presence in the economy segment. And the legacy plus the momentum of the brand will ensure that any suitor amongst the three, be it Tata or Danone or Nestle will hit the ground running with this acquisition. More so, as the current management team will continue to oversee the brand in the near future. So, I cannot figure out why only Tata can nurture and grow it. It is obvious that Tatas reputation of being a fair, just company is colouring the assessment of the suitors.

     

    Let’s also look at Reliance Retail. With Jiomart operational in more than 200 cities in India and Reliance Fresh retail presence being equally strong along with the much-touted acquisition of about 800 Future Group stores, RR is a great bet for Bisleri. RR is looking at private labels and has already nurtured Good Life in groceries, Snactac in snacks, Trikaya in fresh farm produce amongst others, while shopping for likes of Campa to add to its inhouse portfolio. Bisleri would seem to be an ideal addition to the same. And RR can make the brand much more visible in its own stores, websites and apps. Private labels give retaliers more margin and a brand like Bisleri would be a huge asset for RR. Why would the company not want to grow and nurture it? Seems its reputation of being sharply business oriented and its absence in the public mind for its charity work or its social side has made it unsuitable.

     

    Tata also has Big Basket and given the success of Fresho and BB Royal, Tatas would also be raring to acquire Bisleri. But BB is a standalone and is not a part of Tata Consumer Products. And Tatas track record in integration has not been too good in the past. The superapp Tata Neu is struggling. The consumer feedback and the app performance has been bumpy. So, the recent track record of Tata is not at all encouraging. Therefore, it seems illogical in assuming that Tata can nurture and grow the brand and others cannot.

     

    It is also not a coincidence that many marketing experts and gurus have suddenly started talking about sustainable packaging format for Bisleri. That is the Tata effect. Tata is a good, kind-hearted, responsible company. So, if it acquires Bisleri it must look at sustainable package. I find it strange, nay amusing, that suddenly with Tata in the news people have started worrying about Bisleri packaging. More than Tata, shouldn’t it be the responsibility of long time players like Nestle and Danone to be made more accountable for finding a sustainable packaging solution for bottled water? And shouldn’t the issue be more specific than just pinning category responsibility? For example, with the government already banning the use of one-time plastic should the marketing community not be asking for bottled water players like Bisleri to stop producing one time use 200 ml bottles? That’s a more practical approach than starting to expect Tata to wave a magic wand once they buy the brand.

     

    Getting back to growing and nurturing, let’s look at the track record of Bisleri. For a brand which has been in the Indian market, with the current promoter for more than five decades, the brand has hardly innovated, remaining more or less a one product brand. It could have for example, entered adjacent categories like fruit juices or health drinks. It therefore sounds downright hypocritical to hear the promoter wanting to sell the brand to a company which is a good fit because it will grow and nurture a brand.

     

    In my opinion, Tatas being a good fit for Bisleri is a very tenuous link. At best it is an attempt to appropriate the halo of the Tata name to raise the brand value of Bisleri so that the promoters can get a better valuation and in a worst case scenario it is desperately hoping that the deal with Tata will go through at the current estimated valuation as the others may not be willing to pay the asking price. The deal may well go through but the chimera that has been raised will obscure the real reason of the deal having gone through.

     

    Vikas Mehta is a Dehradun-based business strategy consultant and educator. He writes on MxMIndia every other Monday. His views here are personal

     

  • Features its real-life learners

    UpGrad rolls out new brand campaign

    By Our Staff

     

    UpGrad has rolled out a brand campaign, featuring the journeys of its alumni in candid conversations on-screen.

     

    Said Ankit Khirwal, Head of Marketing at UpGrad: “It was our deliberate effort to bring out such real stories from upGrad alumni, which resonate with the concerns of the millions who want to pursue upskilling to fast forward their careers. This also helps build trust and credibility of our courses and their impact at large.”

     

    Added adman and filmmaker, Manoj Tapadia: “Realism was inbuilt, and I didn’t have to try and manufacture anything like fiction. The challenge was how to make it entertaining and engaging because there are dime-a-dozen testimonial ads. How could have we been different? That’s where the idea of capturing the real onset interaction between the director and the ad came in. It was spontaneous, like a live shoot.”

     

  • Announces higher interest returns for them

    Esaf Bank woos senior citizens in new TVC

    By Our Staff

     

    Esaf Small Finance Bank has rolled out a new campaign announcing higher interest returns for senior citizens. The TVC leverages a straightforward approach indicating the bank’s interest in senior citizens. The key message of the campaign is ESAF Bank’s offering high interest rates on Senior Citizen FDs.

     

    Commenting on the campaign Sony V. Mathew, VP- Head Branding & Communications, Esaf Small Finance Bank said: “The TVC is an extension of the print and outdoor campaign that we have done titled ‘The older you grow, the more interest we have in you’. The whole idea of the campaign was to build the brand along with the product. When FCB Kochi came up with the idea of happy smiles for TVC we didn’t think twice. It seamlessly jells well with our brand positioning- joy of banking.”

     

    Added Anees Salim, Creative Head, FCB Interface, Kochi: “It can be a hassle for senior citizens to bank nowadays. The mere thought of going to a bank can make them feel low. So, through this campaign, we wanted to showcase how ESAF is keen on serving senior citizens and is making them smile with its services. Precisely why, we candidly captured the smiles of Esaf’s senior citizen customers in the TVC.”