MxMIndia

Category: PRODUCTS

  • Parachute Advansed Body Lotion through its new ad campaign intends to bring back the lost spark in relationships

    Marico unveils new campaign for Parachute Advansed Body Lotion

    By A Correspondent

     

    Marico has launched a new campaign for its skin care brand Parachute Advansed Body Lotion in a step to fuel the brand’s growth for the upcoming season. In a category which is rooted in the problem solution space, Parachute Advansed Body Lotion has uniquely shifted the frame of reference with its emotive proposition of “Rekindling romance” in the married housewife’s life.

     

    Within five-six years of marriage, familiarity and presence of children takes a toll on the intimacy between the couple. Given the daily chaotic lifestyle, a housewife tends to neglect her body skin care needs with all her attention dedicated towards her family. Parachute Advansed Body Lotion through its new ad campaign intends to bring back this lost spark in relationships by promising a woman with ‘irresistible to touch’ beautiful skin in just seven days.

     

    The television commercial, that has been conceptualized by McCann Erickson, Mumbai, showcases a housewife expressing her surprise and excitement to her friend about her husband finding ways to touch her time and again, bringing the flames of romance back in their lives. The campaign educates that Parachute Advansed Body Lotion, rich with the goodness of coconut milk & 100 per cent natural moisturizer has been formulated to uniquely nourish the skin from within, in just seven days.

     

    Anuradha Aggarwal, Chief Marketing Officer, Marico Limited added, “Our new campaign highlights the transformation the use of Parachute Advansed Body lotion can bring to your skin in just seven days leading to the rekindling of romance between husband and wife. With winter around the corner, we are using this opportunity to urge homemakers across all metros and mini-metros in India to try the transformational effects of Parachute Advansed Body lotion.”

     

    Puneet Kapoor, Executive Creative director, McCann Erickson said, “Body lotion classically has been a difficult category to crack into, especially when we go down the strata. The idea of re-igniting romance in relationships was the starting point, but the real challenge was to make this transformation of skin very desirable. It’s from here that the idea of capturing beautiful fleeting moments of touch and the return of romance was thought of. With the high-point being a moment when an otherwise un-expressive husband, goes to the length of saying ‘coo-chi-coo’ as the couple take a selfie. The treatment that directors Subir and Namita  brought to the initial script made a real difference to the idea, making it a lot sharper and interesting creatively, and liberating the story into beautiful short cinematic moments strung together over a conversation with a close friend.

     

  • The campaign of 'Ek Chammach Amul Ghee' talks not only about having one spoonful of ghee which will add taste to the food but also about the health benefit

    Ghee is good for health, says FCB Ulka’s ‘Ek Chammach Amul Ghee’ campaign

    By A Correspondent

     

    FCB Ulka has unveiled a campaign of ‘Ek Chammach Amul Ghee’ that talks not only about how a spoonful of ghee will add taste to the food but also about its health benefits.

     

    Commenting on the campaign, R S Sodhi, Managing Director, GCMMF said “Repositioning the brand – Amul ghee, and the category itself on the platform of wellness has been our strategic focus for more than a decade. While ghee has always been an integral part of our culture and tradition since thousands of years, we feel that our younger generation should be informed about the intrinsic goodness of ghee. As pan-India brand leaders in the category, it our responsibility to ensure growth of branded, packaged segment within ghee market, since it ultimately benefits consumers.

     

    Said Haresh Moorjani, Executive Creative Director, FCB Ulka: “As a nation of food lovers, we are always looking for that special ingredient that adds an extra something to our dishes.  Actually that special ingredient is as simple as a spoonful of Amul Ghee. The TVC talks about the virtues of this spoonful of Amul Ghee, adding an extra zing to food”.

     

    Credits:

    Creative Agency: FCB Ulka

    Chief Creative Officer: Satbir Singh

    Executive Creative Director: Haresh Moorjani

    Creative team: Deepti Gera, Varun Sharma

    Account Management: Sharon Picardo, Sagar Kabra, Shamima Pereira, Saumo Chatterjee

    Account Planning: Ruta Patel, Mubina Quraisshi

    Production House: Anonymous Films

    Director: Atul Manjrekar

    Producer: Smitha Baliga

     

  • The campaign is supported by a 360 degree outreach across print, TV and digital

    Horlicks looks to reinstate leadership stand via new campaign

    By A Correspondent

     

    GSK Consumer Healthcare’s flagship product Horlicks has launched a new campaign – ‘Food Science’. The campaign is a fresh communication designed to reinstate India’s leading HFD designed with Food science, is clinically proven to make children taller, stronger, sharper.

     

    The new TVC by Horlicks features a mother cutting fruits for her child who is about to leave for his tuition classes. The camera zooms in on a plate with apple slices kept next to another plate with cookies and cake. As the scene freezes, a nutritionist enters the kitchen and says that while a mother tries and does everything for her child’s nutrition, but how can she be sure that the nutrition of evening snack will suffice? The nutritionist then picks up a bottle of Horlicks from the shelf and mentions about consumption of Horlicks both during morning and evening as it is made with ‘Food Science’ – comprising of key natural ingredients like wheat, barley, milk and 23 vital nutrients. The TVC ends with a note that ‘Do baar Horlicks do. Nutrition ko aur sure karo!’

     

    Commenting on the TVC, Tanurupa Pal, VP and Executive Creative Director, J. Walter Thompson said, “Children develop a natural preference for foods they enjoy the most, so the challenge for a mother is to make healthy choices appealing. This new communication for Horlicks has been designed to ensure that mothers understand that Horlicks has the best of food and science and thus convince them to give their child that second cup of Horlicks in the day.”

     

    The campaign is supported by a 360 degree outreach across print, TV and digital.

     

  • The new campaign has stemmed from the observation that when someone owns a Vespa, the ride experience can be amazing

    Vespa to promote new 150cc variant via new campaign

    By A Correspondent

     

    Vespa has announced the launch of their new marketing campaign for its new 150cc range scooter. This advertisement campaign will reinstate the brand’s longstanding position as a timeless icon of Italian lifestyle that transcends trends and fads.

     

    The new campaign has stemmed from the observation that when someone owns a Vespa, the ride experience can be amazing. The new Vespa 150cc enables the sheer power at your disposal to take your city riding experience to next level, that too with style.

     

    The campaign captures the emotion of how a Vespa rider looks at the city when he is with the Vespa. It showcases the transformations of a city with a Vespa aura. This aura is symbolised by the colourful Vespa circle; everything within the aura suddenly looks powerful, stylish and adventurous in contrast to the usual setting outside of the circle. This is an artistic expression of ‘The Vespa Side’ – a powerful, stylish and adventurous side to the city which is represented through the lead model who is a metro-sexual stylish macho man emanating power and style. Transformation of the city when the new 150cc Vespa arrives is represented with the transformation of key elements inside the Vespa circle. Therefore the Poodle becomes a ferocious Rottweiler or a shrub transforms into a carnivorous plant. This symbolic transformation also highlights the new energy and power which the new Vespa range features.

     

    Stefano Pelle, Managing Director, Piaggio India said, “Vespa’s new campaign has been specially crafted for the new Vespa 150cc range. It stems from Vespa’s premium lifestyle positioning, which goes beyond just the category it operates in and presents a way of life. Vespa’s latest campaign lives the experience of a Vespa rider, of how the city becomes vibrant and the journey of a Vespa rider becomes a memorable experience”

     

    Ashish Yakhmi, Head Marketing, Piaggio India 2 Wheelers said, “The Vespa Side”, Vespa 150CC’s new launch campaign aims at breaking the clutter, using an interesting creative hook of transforming the city around Vespa. The campaign is planned to be executed through innovations across above the line and digital media.

     

     

  • PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner

    Center Fresh takes new communication stance in latest campaign

    By A Correspondent

     

    Center Fresh, the liquid-filled chewing gum from Perfetti Van Melle (PVM) enjoys enormous equity with its much loved and rib-tickling advertising campaigns. Its quest for delivering the best mint gum experience has led to the launch of an even fresher Center Fresh – the same great taste, now with a higher level of cooling.

     

    To highlight this innovation and further strengthen ‘freshness’ credentials for the brand, PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner. The new campaign with a tag line ‘Chali hawa mastani’ communicates the product benefit of ‘freshness and coolness’.

     

    The story is set up at a shooting scene for a film, where a crowd has gathered to watch the shooting. A young guy is there to see his favourite actress. At the shoot the actress throws a tantrum as it’s too hot, and the film crew get searching for a fan. Our protagonist uses the situation to his benefit to get close to the actress by presenting himself as a ‘fan’– thanks to his cool fresh breath post chewing Center fresh he poses as a pedestal fan, blows fresh cool air and mesmerizes the actress and wins her attention.

     

    “It’s a big leap. Devising a new brand strategy for Center Fresh means an opportunity to do something completely different. The task was to create eye-grabbing communication that talks of the core product benefit of fresh breath. The new commercial does this very well,” says Anurag Agnihotri, ECD, Ogilvy & Mather, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Controller Marketing, Perfetti Van Melle India says “Center Fresh is the market leader in the Gums category in India. Over the last 2 decades we have built this brand on the back of product innovations and iconic advertising campaigns. With a strong equity and loyal consumer base, the brand is well entrenched in the Indian consumer’s mind. Since the brand is intrinsically synonymous with freshness, our task was clear – establish ‘freshness’ credentials for the brand in a more concrete manner & go beyond ‘taste’ as the core positioning platform. Aligned with this objective is the brand’s new positioning with ‘freshness’ at the core and consequently the new communication campaign.”

     

  • Future Group, Shoppers Stop, Puma report double-digit growth in same-store sales despite online discount bonanza

    Shoppers haven’t stopped shopping at brick-and-mortar outlets

     

    By Writankar Mukherjee & Sagar Malviya

     

    Leading brick-and-mortar retailers are seeing double-digit surge in their same-store sales this Diwali season despite top online rivals’ big discount sales last month, signalling a sharp reversal from last year’s trend when physical stores reported subdued demand as ecommerce players wooed away consumers.

     

    Top retailers such as Future Group, Arvind Brands, Shoppers Stop, Vijay Sales, Puma and Max report buoyant demand over the past two weeks. Future Group founder and CEO Kishore Biyani said the country’s largest retailer is set to grow its business 25-30% this Diwali over last as sentiments look positive. “Ecommerce is still a minuscule of the entire market, except a few categories like mobile phones, so there is not any impact on business,” he said.

     

    Some other retailers attributed the rise in demand to fresh merchandise, fewer discounted merchandise of big brands on online portals, and early onset of winter chill in some parts of the country.

     

    “It (online) had a novelty factor that helped last time,” said J Suresh, chief executive at Arvind Lifestyle Brands, which sells brands such as Gap, US Polo, Wrangler and Calvin Klein. “With fewer discounts by ecommerce and new season merchandise offered by physical retailers, we are seeing same-store sales growth of 8-15%,” he said. A year ago, ecommerce giants Flipkart, Amazon and Snapdeal had pursued an aggressive discounting policy during the festive season to gain market share and traffic. This impacted demand in physical stores, even prompting traditional retailers to approach the government over what they said was predatory pricing.

     

    This season, while the ecommerce players got good response to their big sale events, their discounts were mostly limited to select brands such as online exclusive ones, old merchandise and their own labels as they looked to protect margins.

     

    This also signals that ecommerce players and brick-andmortar retailers can coexist in the market, without necessarily harming each other. Historically, Diwali is considered a no-discount period for physical retailers as brands try to cash in on the positive festive season sentiment and fresh merchandise. Physical retailers have not changed this strategy this year despite reporting low same-store sales growth of 5-8% in the last two quarters and their online rivals advancing their sale period.

     

    Govind Shrikhande, managing director at the country’s largest department store chain Shoppers Stop, said the “huge gap” between end of season sales in August and Diwali has also helped the surge in demand. “There was a pentup demand which is reflecting in a higher double-digit growth since last month after a dull September,” he said. “We aren’t seeing a huge surge in footfalls which indicates higher billing size or better conversion at stores,” Shrikhande added.

     

    A survey by global research firm Ipsos suggested that nearly 81% consumers would buy from offline stores during festive season and not from online companies even as they were holding up purchases in anticipation of discounts.

    The festive season peaks between Durga Puja and Diwali with Karva Chauth and Bhai Dhuj coming in between. The period — which is also when the salaried get their bonuses — traditionally marks an upsurge in consumer spending, accounting for at least a third of sales for big brands. “Money is never an issue for consumers during Diwali,” said Nilesh Gupta, MD at electronics retail chain Vijay Sales. “Our sense is either there is a revival in consumer sentiment or they are hopeful that things could get positive soon at the macro level.” Vijay Sales, he said, is seeing a growth of over 20% this season, its highest in the last three years.

    Industry insiders said big marketers such as LG, Apple and Panasonic started their festive promotions much earlier than usual this year to ensure the offline trade is not hit hard by online discounts. K Krishna Pawan, executive director at cellphone retail chains BigC Mobiles and Lot Mobile, said sales in their 225-odd stores have not been impacted by online discount sales because there was hardly any online deals on mainline smartphone brands and current models.

    Puma India managing director Abhishek Ganguly said the sports shoes and activity wear brand has so far grown samestore growth by 13% this Diwali season over last, with sales in East India during Durga Puja growing 25%, with winter apparel driving growth.

    Meanwhile, ecommerce majors have started consolidating their business, having significantly increased the number of vendors and product categories on their platforms and with more and more people taking to online shopping through mobile apps, which has helped expand the overall market.

    Max Retail executive director Vasanth Kumar said consumers’ wallet size may be getting thinner due to some shopping online, but it is getting compensated by newer customers and a positive sentiment all around. Max has grown same-store sales by 15% over the last festive season and its average billing value has increased 10% over last Diwali. Industry estimates suggest that ecommerce companies will spend Rs 2,000 crore this year on marketing and offering discounts to consumers during the festive season.

     

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The mixology of colours in the Purplle logo signifies the diversity of women the brand caters to

    Purplle unveils new brand campaign

    By A Correspondent

     

    India’s leading online beauty store Purplle.com celebrating feminity in its myriad hues is a way of life. The mixology of colours in the Purplle logo is not only symbolic of a range of emotions from a rosy blush to a flirtatious pink to a feisty purple, but also signifies the diversity of women the brand caters to.

     

    According to Manish Taneja, CEO & Co-founder of Purplle.com, “Our brand finds beauty in every woman regardless of her looks, size, shape or colour, and strives to help her in her beauty endeavours. For, when you feel beautiful, you feel confident and ready to live a fuller life. And who better than your closest friend can assure you of that?”

     

    Explaining the idea behind the bold campaign, Rajiv R. Menon, Chief Creative Officer, Tempus said, “Purplle.com is the BFF (Beauty Friend Forever) that the Indian woman never had. A go-to beauty friend and advisor who is always there to help you no matter what time it is or where you are. To walk this BFF commitment, we created an ad campaign that turns traditions and taboos on its heads, urging Indians to think beyond the largely accepted ideals of womanhood. The first ad, Karva Chauth Ver.2 encouraging gender equality in a marital relationship, was revealed this Sunday. This ad gives hubbies a chance to actually demonstrate their belief in this fundamental right to their wives.”

     

    Rahul Dash, COO of Purplle.com adds, “At Purplle, we believe in empowering women in little ways to find their own unique voice. Our vast repository of products, solutions and expert advice are completely at their disposal. Our campaign reflects this brand ethos and we are sure it will find a reverberation with all the awesome women out there!”

     

  • The takeway from this film is how Bajaj Electrical products are an integral part of our the day to day life and of the Indian family

    ‘We are family’, says Bajaj in new brand campaign

    By A Correspondent

     

    After winning the creative duties of the entire Bajaj Electricals account, Onads has devised a new brand film for Bajaj Electricals.

     

    Speaking on the thought behind the new campaign, Jignesh Maniar, Founder, Onads Communications said, “It’s only when the house has fans, lights, mixers, irons, cookers and other appliances does the house become a home. The vast Bajaj Electricals range of appliances has been a part of the Indian familes and home for the past 75 years and we are nothing less than family. This was the genesis of the new campaign thought ‘We are family’.”

     

    The film captures the core thought in a very endearing way. It starts with the husband waking up on the sound of alarm clock and rushes to wake his children. While the boy goes to have a bath in hot water the little girl rushes to get clothes ironed. The husband in the meantime starts getting the breakfast ready. The viewers are kept guessing as to what is happening. Just when the wife enters the kitchen is the suspense revealed when the husband says that 9 years ago she had sacrificed her career for the family and today is her first day with her new job. The gratitude of the family is perfectly captured by son holding his freshly ironed dress who says that this is their return gift.

     

    The Bajaj range of products are beautifully woven into this entire story. The products come alive through human characters who represent the Bajaj products and help the husband and children to create this special moment. The takeway from this film is how Bajaj Electrical products are an integral part of our the day to day life and of the Indian family.

     

    Adds Beena Koshy – Vice President & Head – Advertising & Brand Development, “The campaign perfectly encapsulates what we as a company have always felt in terms of our relationship with our consumers,  ‘We are family’. Also earlier the adage was that behind every successful man was a woman. But in today’s modern age it is behind every successful woman there is a family. This film beautifully captures this insight.”

     

  • The objective of the communication was to bring out the completeness of the IIFL Markets App for a trader/stock markets enthusiast

    India Infoline unveils new campaign – IIFL Markets

    By A Correspondent

     

    India Infoline Ltd has launched a new TVC as well as print campaign for their stock trading application “IIFL Markets” version 2.0, the most advanced mobile application in the financial markets space in India.

     

    The objective of the communication was to bring out the completeness of the IIFL Markets App for a trader/stock markets enthusiast. All the sources of information that this profile needs – live business TV, business newspapers, research and annual reports, etc. as well as a computer for actually trading are all taken of in this app. Basically the app is ‘all you need to trade like an expert’.

     

    The TVC shows an engrossed and then delighted IIFL Markets App user who realizes that all that he needs to know about and trade in the stock market is now available on his mobile phone. All his trading and content needs from computer, TV and research reports and other content from desk are all now swept and shrunk into his mobile phone. This is the basis for the tagline “Honey, I shrunk the market!”

     

    “Everything that he needs to trade is now in the palm of his hand and buying and selling is all about just swiping the screen of his mobile phone” says Arun Malkani, Chief Marketing Officer at IIFL.

     

    One can buy/sell, trade in stocks, commodities, currencies and F&O, all on one’s mobile phone with just a click. Besides one can also track one’s portfolio, view live prices as well as receive expert stock tips and advice.

     

    The app is available on mobile – Android, iOS and windows platform. It has been getting rave reviews on various platforms and has had over 400000 downloads to date and IIFL expects 1 million downloads by end of 2015.

     

    The campaign has been conceptualised by the IIFL Team and executed through Hotstuff Advertising and Yellow Submarine Films.

     

  • This will be a long-term partnership for endorsing Tata Motors range of passenger vehicles, globally

    Tata Motors leans on ‘Messi’ magic for its Passenger Vehicles biz

    By A Correspondent

     

    After an exciting year of aggressive and highly engaging marketing campaigns for its new generation products like Zest, Bolt and GenX Nano, Tata Motors is all set to make huge strides in marketing its new product line-up, inspired by its Horizonext strategy. The Company has signed-up the football player star, 4 consecutive times Best Player of the World, Lionel Messi, in a long-term association as it global brand ambassador to promote and endorse its passenger vehicles, globally. To start with, Tata Motors will first roll-out the association campaign, #madeofgreat, starring Lionel Messi.

     

    This is the first time ever that the Passenger Vehicle Business will be undertaking an overall brand association campaign with a brand ambassador. The campaign is based on consumer insight and rides on a strong consumer motivation of ‘Seeking Excellence’ & ‘Self Belief’ which is epitomized by the confluence of two global brands- Tata Motors and Lionel Messi. The core idea of this campaign – Made of Great emerges from the inspiring thought of ‘What drives us from within is what makes us great’. The Company will also soon launch an exclusive, limited edition merchandising range of this association.

     

    Announcing the association, Mayank Pareek, President, Passenger Vehicle Business Unit, said, “We are very excited to have Lionel Messi on board. He is talent galore with conviction & is an icon for today’s youth. Watching him play football is magical. His determination on the field is awe-inspiring. He is a winner who is trustworthy, reliable, pioneering, simple and driven by self-belief, which is the core idea of this campaign – ‘What drives us from within is what makes us great.’ Tata Motors is driven by design, technology and strives towards excellence. Through this powerful campaign we will communicate the values & ethos of the passenger vehicle business. As we look to expand our footprint across the globe, Messi’s unique ability to appeal globally, transcending geographies, makes him ideal person to represent our brand, internationally. This is the first campaign in the series and many more will unfold as we move on in this long-term association. We hope our customers like this new campaign and we look forward to their continued support.”

     

    This campaign has been conceptualized by Tata Motors and Soho Square Advertising & Marketing Communications. The creative agency team lead by Kunal Jeswani, Anuraag Khandelwal and Satish deSa has spent over five months on the making of this campaign. It has been directed by Daniel Ben Mayor and filmed by team of international experts in Barcelona. Tata Motors has used the best graphic expert, Ambassador to bring alive the visual experience. Wizcraft is bringing this campaign alive on-ground, while DigitasLBi and SMG Convonix are seeding it across the digital platform, with Lodestar UM spearheading the media strategy.

     

  • The brand initiates on-ground engagement on the importance of buying quality branded products

    Fastrack raises awareness about the counterfeit market

    By A Correspondent

     

    Youth brand Fastrack has taken a quirky and wild approach to raise awareness about the issue of counterfeiting at a consumer level via engagement by unveiling a new campaign. Fastrack has rolled out the #DontFakeWithMe consumer engagement campaign, sending out a message to all those consumers who carry fake products, with a focus on Fastrack bags. To drive the point home, the brand has decided to give some fake bags what they really deserve, capture it on video and roll it out as a sweet little precursor to a larger on ground and digital campaign. Fastrack has set up a Destruction Room in two locations in Bangalore, where just about anyone can dish out some tough love to a fraud, and walk home with an original Fastrack product.

     

    Sharing her thoughts on the campaign, Suparna Mitra, CMO – Watches & Accessories Division, Titan Company Limited says, “Fastrack, being the irreverent brand it is, always approaches things in a fresh and interesting manner. In an attempt to raise awareness amongst its consumers about choosing to buy authentic and quality products over counterfeits, the brand is proud to present its latest campaign – #DontFakeWithMe. With both online and on-ground components involved in the campaign, Fastrack invites its audience to use weapons and destroy fake bags in a fun, quirky and engaging manner. We look forward to engaging with our audience in a truly unique format while bringing to life the ethos of what runs in this brand’s DNA.”

     

    A three day pilot of the on ground campaign went live in Bangalore from 6th November, 2015 and will be taken across the country in the coming months. The brand set up Destruction Rooms in two locations, where they invited consumers to use weapons and destroy fake Fastrack bags in a quirky manner. The Destruction Rooms are set up in an exclusive Fastrack Store on CMH Road and in Garuda Mall.

     

  • Conceptualized by Interface Communications, the TVC is a light hearted story of siblings going lantern shopping

    Oreo unveils TVC highlighting new limited edition flavor

    By A Correspondent

     

    Mondelez India Foods Pvt. Ltd has launched a new television commercial for its recently launched limited edition flavor, Oreo Roast Almond Crème.

     

    Conceptualized by Interface Communications, the TVC is a light hearted story of siblings going lantern shopping. While the sister is interested in choosing the right lantern, the brother just wants to get back home……when he ‘discovers’ the new Oreo Roast Almond Crème.

     

    Chella Pandyan, Associate Director, Marketing, Biscuits, India and Kids Fuel, AP shared, “This festive season, we are delighted to present to our consumers a special offering to make the season even more special for them… the new Oreo Roast Almond Crème limited edition. The new TVC is built on a simple insight around togetherness amongst siblings while unveiling the new limited edition flavor. It is a warm and lighthearted TVC that I believe everyone would connect with.”

     

    Commenting on this new TVC, Joe Thaliath, COO, Interface Communications, said, “Across the world, innovative limited edition Oreo flavors are sought after, and with festivities around the corner, we took the opportunity to bring this concept to India. The new limited edition Oreo Roast Almond Crème makes for the perfect treat and drives the brand further.”

     

    Robby Mathew, Chief Creative Officer of Interface Communications, added, “Oreo is all about family and the bonds that keep it together. This story explores the finer nuances of the relationship between a domineering elder sister and her submissive brother.”