MxMIndia

Category: PRODUCTS

  • The new ad film conceptualised by Lowe Lintas, Kolkata

    Saif Ali Khan roped in as brand ambassador for Dollar hosiery

    By Our Staff

     

    Dollar Industries, hosiery brand has collaborated with Saif Ali Khan as the face of Dollar Lehar,the affordable product segment of the brand. The new ad film conceptualised by Lowe Lintas, Kolkata and directed by Uzer Khan is set in the backdrop of Rajasthan.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited: “The lines of distinction between top metros and the rest of India is fast blurring when it comes to making a fashion statement. Increasing disposable incomes coupled with the aspiration to look as stylish as their metronome brethren cuts across Tier 2 & Tier 3 cities. As India’s homegrown innerwear brand, we decided to create a level playing ground for both our premium and economy segment and therefore we needed a communication which would appeal to these new evolving consumer segment who aspire for value-for-money fashion. The first step in that direction was to rope in Mr Saif Ali Khan to add to the style quotient of Dollar Lehar and then have a communication that would reflect his uber-cool persona through a witty plot and a memorable execution in the campaign Mastiki Lehar.”

     

  • High frequency seems to be a substitute for creative content in IPL 2023 advertising, writes Sanjeev Kotnala

    IPL16 ads: They don’t make ’em like it anymore

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI am a loyal IPL follower, and I watch the match telecast every evening. The quality of telecast and the options for the viewer have increased exponentially. However, that cannot be said for the ads telecast on IPL. Watching them makes me overtly nostalgic. In earlier IPL seasons, the brand and agency people invested much more effort into crafting and developing the advertisements. It is much more about media muscle and frequency than the craft today. Somewhere high frequency seems to be a substitute for creative content.

    IPL 2008, the first edition, had everyone excited. It was expected to become the Super Bowl equivalent for advertising in India. Today, IPL is one of the richest sports leagues, with two months-plus of excitement and engagement, delivering eyeballs and loyal enthusiasts on digital and TV. IPL advertising almost defines the advertising spending trend for the nation. It should be common sense that the brands wanting to exploit the IPL matches across the season need multiple creatives to avoid overexposure and audience apathy. Unfortunately, the advertisements hardly reflect the thinking. The advertisement content and creative lack high engagement. It makes me think- They don’t make them like it anymore.

     

    IPL- everything is not lost.

    A few brands stand out in the scores of brands trying to effectively use the IPL platform across TV, OTT and Digital.

     

    RuPAY

    RuPay, with its UPI plus credit card communication, is an excellent example of focused communication. All three advertisements are interesting and engaging. The ‘Silver Helping Hand’, ‘Catch Expert- Chaos in Museum’, and the ‘Slippery Spy- mole’ are fun to watch and communicate the message.

    Unlike the Tata Tiago example of reasons to go for an E-SUV, which may not be the best and most effective way for the brand. Do people still need reasons to buy an electric vehicle!

     

    DREAM11

    DREAM11 has been consistent through the IPL seasons and has always worked on ‘All will play’. This season is no different. The brand continues the good work. The Bollywood and cricketers’ interactions as opponents in the game are engaging and funny. ‘Lal Singh’, ‘You don’t go for awards’, ‘Dialogue Delivery’, ‘Viral’, ‘All is well’, ‘Duplicate‘, ‘Lagaan’, ‘Riaaz’ and ‘Retake‘ are a few of the ads. Hope to see more situations in the rest of the matches.

     

     

    MYCIRCLE11

    MyCircle11 has also done well with its ‘Second prize 1 crore- toh pehla prize kya hoga‘ communication, continuing the Giant theme and format. However, the situations and the excitement are missing as the idea becomes a prisoner of the format. And for some reason, the 2023 videos are unavailable, and even the site showed Jeeto 1 crore everyday campaign in 2021.

     

    AMAZON

    The ‘Aaj Amazon se kya Khareeda’ series is another set of communication that makes the point while engaging the audience. It slowly builds on categories- the order size and common everyday items.

     

    IPL ADS- ALL-TIME FAVOURITES

    All of us will have different advertisements telecast with IPL seasons as favourites. Here are the ads that stand out. If I have missed some really good ones- do let me know.

     

    VODAFONE ZOOZOO

    The Vodafone ZOOZOO would rank as an all-time favourite of all IPL ads. The way the ads were conceived, executed, released, and the build-up was well planned and executed. In fact, they were produced and timed with the IPL season.

     

    AMAZON CHONKPUR KE CHEETAHS

    My other favourite of mine has been Chonkpur ke Cheetah by Amazon. Even today, in the Amazon ads, telecast on IPL16, the brand is extending the same- similar concepts like A-to-Z, Aapni Dukan, and a platform for everything, including your everyday items. Chonkpur was another instance and example of IPL-specific communication. The slow unveiling of the journey of Chonkpur ke Cheetah was well planned and executed, keeping the excitement high.

     

    CRED – NOT EVERYONE GETS IT.

    When the ‘Cred – Not everyone gets it’ series started, it had a mixed reaction. But, the way the series progressed and the brand kept unleashing fresh creative starring another popular celebrity, it grew on you as an audience. A well-thought-through and executed campaign.

     

    SWIGGY, NO ORDER IS SMALL.

    Swiggy and Zomato both exploited the audience’s interest in watching the telecast. They have offered various schemes to make people order during the matches. However, what stands out are Swiggy ads of ‘No order is small’ and ‘What is the score’. It also introduced the actor who became known as Swiggy Uncle and was featured in many more TV films.

     

    ADD-ON

    Not IPL Ad- but the Kid-adult format by FLIPKART was an engaging experiment killed by overexposure and format constraints.  Another series that was engaging and interesting was Voltas Murthy.

    Similarly, Make My Trip’s consistent use of celebrity Alia, and Ranveer Singh continues to be superbly executed with its own fun quotient while delivering the message. However, that cannot be said for Ranbir Kapoor – Asian Paint ads which lack engagement- proving that consistent use of celebrity is not the solution and the content remains the king.

     

    NET-NET

    Want to associate with IPL and exploit the platform? Then the brand must understand that the ads are the real breaks and the interruption in the audience’s interest. And the season is long, and the media cost is too high to associate. The brand message should be simplified and relayed to the audience through multiple creatives to keep the engagement levels up and excitement with the brand. Do invest in creative development and execution even at the cost of losing out on frequency of exposure. An excellent /Good creative exposed less number of times is a far better proposition than a mediocre/average creative exposed many, many times.

    Just for the suggestion watch this ever favourite ad of mine. Ericsson One Black coffee ad.

     

  • Focused on establishing the guest-host connect

    Zoomcar announces brand campaign

    By Our Staff

     

    Zoomcar, the marketplace for car sharing in emerging markets, has announced its first large scale brand campaign #ApniHiSamjho that depicts ahost-guest connect. With this campaign Zoomcar expects to see users have a better understanding of the marketplace model.

     

    Said Greg Moran, CEO and Co-Founder Zoomcar:“We are excited to go live with our new brand campaign #ApniHiSamjho that was created to showcase and build our Guest-Host community. #ApniHiSamjho is the overall tagline of the campaign that articulates the true spirit of our platform.  We believe a brand campaign should ultimately tell a powerful story. At its core, it’s about translating this story for people in such a way that we clearly demonstrate the value that we create for them. Whether you’re a guest or a host, you come to the Zoomcar platform with the expectation that we can help serve your requirement.  We believe this campaign helps satisfy this need, whether a guest embarking on a trip or a host pursuing an entrepreneurial opportunity.”

     

  • For its latest "Mood Ting Tong" Gully cricket campaign

    Center fruit onboards Harmanpreet Kaur

    By Our Staff

     

    Center fruit chewing gum from the house of Perfetti Van Melle has unveiled its latest campaign ‘Mood Ting Tong League’. The brand has roped captain of the Indian Women’s cricket team – Harmanpreet Kaur and digital influencer RJ Sukriti.

     

    The brand through this digital series aims to mirror India’s passion for sports, especially Women’s cricket through the idea of gully cricket, and bring alive the fervor.

     

    Commenting on the campaign, Gunjan Khetan, Marketing Director at Perfetti Van Melle India, said: “Cricket holds a special place in the heart of every Indian, and we believe it is crucial to also celebrate the immense talent and potential within women’s cricket. With the Mood Ting Tong League campaign, we are not only embracing India’s passion for cricket but also striving to shine a spotlight on women’s cricket. By featuring Harmanpreet, who embodies the dynamism of women’s cricket, we hope to inspire a new wave of enthusiasm among fans. Through our ting tong way, we aspire to create an inclusive and empowering cricketing experience that resonates with both existing fans and new audiences alike.”

     

  • Will see the team don lavender-coloured kits

    Gujarat Titans support fight against cancer

    By Our Staff

     

    Gujarat Titans, the Tata Indian Premier League (IPL) 2022 champions, will don lavender jerseys during their last home game of the 2023 season. The team will don the lavender jerseys. This initiative aims to highlight the critical issue of cancer.

     

    Col Arvinder Singh, COO of Gujarat Titans said: “Cancer causes millions of deaths worldwide and with a devastating impact on patients and their families. We are happy to do our bit in raising awareness about cancer, which not only is an effort to educate people about the importance of early detection but also underscores the significance of adopting a healthy lifestyle to reduce cancer risks. Our team is committed to drive positive change and contribute to the global fight against cancer.”

     

    Earlier this year, the team launched its fitness initiative called Race with the Titans – which is designed to encourage a fitter lifestyle. The latest initiative builds on that with the upcoming match against Sunrisers Hyderabad giving Gujarat Titans’ fans and the cricket community an opportunity to come together and show their support towards this essential cause. Through this initiative, the Gujarat Titans hope to inspire people to learn more about cancer prevention and the necessary lifestyle changes along with regular screening for early detection that can significantly reduce the risk of developing the disease.

     

  • To strengthen trust and expand reach

    Aman Verma to be brand ambassador of Udaan electric vehicles

    By Our Staff

     

    Udaan E Vehicles (EV), a manufacturer of E-Rickshaws and E-Cargo, is delighted to announce the onboarding of actor Aman Yatan Verma as its brand ambassador. This strategic partnership aims to enhance the trust and visibility of Udaan’s products in the competitive Electric Vehicle (EV) market and promote the company’s commitment to creating a sustainable and reliable last-mile transportation system.

     

    Said Mitul Batra, Co-Founder and CEO of Udaan E Vehicles: “With our new and improved range of products, we wanted end users to understand and trust our products more than the competition. Aman Verma, a prominent figure on both small and big screens in India, is the perfect choice to help achieve this objective. This will further enhance the trust in people for the brand Udaan. We are honoured to have Aman Ji as a part of our team, and we are sure to see the positive impact he will generate for our brand and our customers.”

     

  • To reinforce the brand's connection and sense of inclusivity

    Tata Starbucks launches a new campaign

    By Our Staff

     

    Tata Starbucks today launched a new campaign, #ItStartsWithYourName, with a renewed lens on personal connections and relationships. The multimedia 360-degree campaign conceptualized by Edelman India will be amplified across Digital, Print, Radio and BTL initiatives.

     

    To bring authenticity to the storytelling, Tata Starbucks worked with creative talents from the LGBTQIA+ community. The film was directed by Gaurav Gupta and features transgender model and actor Sia as the protagonist.

     

    Speaking about the campaign, Deepa Krishnan, Chief Marketing Officer, Tata Starbucks Pvt Ltd said: “Starbucks has always been a warm, welcoming space for its customers where relationships are fostered, and personal connections are celebrated over a cup of coffee. The unique Starbucks experience where everyone feels welcome is what drives our growth. At Starbucks, we are not in the coffee business serving people, but in the people business serving coffee, nurturing the limitless possibilities of human connection every day. With the #ItStartsWithYourName campaign – we hope to further drive the message of being a welcoming, inclusive brand where nothing matters to us more than our customers’ comfort. We understand that our customers enjoy and cherish their individuality and we are always ready to celebrate it with them.”

     

    Added Ashutosh Munshi, Lead Advisor, Brand Marketing and Communications, Edelman: “#ItStartsWithYourName – campaign brings to the fore the essence of the TATA Starbucks experience, where customers are recognized personally, by their names. This 360-degree, integrated campaign includes a new brand film and a suite of marketing communication assets that highlight Starbucks’ unique ability to create a sense of belonging for its customers while making meaningful relationships.”

     

  • To promote their upcoming New Fund Offer (NFO)

    Samco launches campaign

    By Our Staff

     

    Samco Mutual Fund launches #RideTheMomentum campaign to help people invest in stock markets. This campaign unveils the Launch of India’s 1st Active Momentum Fund showcasing the concept through a relatable and engaging cricket-themed narrative.

     

    Said Viraj Gandhi, CEO of Samco MF:”As a leading mutual fund company, SAMCO MF is proud to announce the launch of our 1st active momentum fund by unveiling the new video ad, which effectively showcases the innovative investment strategy through a compelling cricket-themed narrative.”

     

    Added Chirag Joshi, Chief Growth Officer at Samco Mutual Fund: “We embarked on a mission to demystify momentum using a universally relatable analogy,” “Cricket, a sport synonymous with form and performance, became our muse. We delved into internal brainstorming sessions, connecting the dots between being in form and the momentum characteristics in stocks. Our product is a trailblazer, and we sought to reflect its uniqueness through an avant-garde commercial. The #RideTheMomentum campaign not only captures our dedication to providing investors with cutting-edge strategies but also delivers a visual spectacle that leaves a lasting impression.”

     

  • To showcase durability of their furniture

    Urban Ladder uses sumo wrestlers in new campaign

    By Our Staff

     

    Urban Ladder furniture brand has announced the launch of two digital ad films, as part of its new campaign ‘Built to Last’. The campaign uses sumo wrestlers to demonstrate the strength of its sofas and beds.

     

    The new ad campaign from Urban ladder has been conceptualized and created by Wunderman Thompson, Bangalore.

     

    Commenting on the launch, Nishant Gupta, Chief Business Officer, Urban Ladder, said: “We are extremely excited about the launch of our new ad campaign, Built to Last. Through the campaign, Urban Ladder aims to draw attention to the durability of its furniture and address the common concern amongst consumers for reliable and long-lasting furniture. I also believe that the campaign will position Urban Ladder as the top choice for customers and become the go-to brand for customers seeking quality and durability in furniture. We are also proud to announce that we now have 60 stores across India.”

     

  • Makes the Bespoke Side-By-Side (SBS) Refrigerator a showstopper

    Samsung rolls out new TVC

    By Our Staff

     

    Samsung has rolled out a new TVC – ‘The era of Bespoke Begins’ for its Bespoke Side-by-Side (SBS) refrigerators.

     

    This TVC will be aired across national and regional TV, covering general entertainment, movies, news and infotainment channels. It will also run on digital platforms including Samsung’s owned social channels, YouTube, OTT channels and Samsung TV plus.

     

    Highlighting this urban lifestyle, where the kitchen is no longer a remote space and has been well integrated into our social spaces, the TVC perfectly showcases evolving behavioural insights as it recreates a day in the life of our consumers. It portrays that even a small occasion such as a party can turn into a celebration of the Bespoke Side-by-Side refrigerator because it emerges as the highlight of the night and “the showstopper.”

     

  • To launch sunscreen gel crème

    VLCC & Dentsu Creative unfurl joint campaign

    By Our Staff

     

    VLCC, in partnership with Dentsu Creative India, has launched its latest campaign titled #AbDhoopKyaRokegi. The campaign intends to instill confidence in individuals to face the sun with the help of the brand’s highly effective SPF 60 PA+++ sweat and water-resistant sunscreen gel crème.

     

    Puneet Gulati, Group CMO, VLCC said: “As a brand, we at VLCC have always believed in empowering every individual to achieve their full potential and be unstoppable. This ad film featuring Sakshi, a talented runner who knows the power of sunscreen, is a reflection of our commitment to this belief. It is not just about protecting the skin from harmful UV rays, but about the unstoppable pursuit of one’s passions. We hope that this ad film inspires everyone everywhere to take charge of their lives and be unstoppable.”

     

    Ujjwal Anand, Managing Partner, Dentsu Creative India added, “We wanted to move away from the typical portrayal of women in the category, which often focuses solely on the beauty quotient of sunscreen protection. Instead, we aimed for authenticity and wanted to emphasize the core benefit of sunscreen in an inspiring way. From the beginning, it was clear to us that we wanted to use real-life women who inspire their whole generation. Our goal was to change the narrative and focus on protection and efficacy in a genuine way. To achieve that authenticity, we brought in Sakshi, who captures the essence of young Indian women who are unstoppable, no matter where they are in life. ‘Ab Dhoop Kya Rokegi’ is an open challenge to the sun itself and to societal norms that hold women back from achieving their desires by keeping them indoors for the fear of getting tanned.”

     

  • To promote the new adjustable mattress Neuma

    Virat Kohli joins Duroflex as Brand Ambassador

    By Our Staff

     

    Duroflex has got Virat Kohli for their latest offering, Neuma firmness adjustable mattress. Neuma is scientifically designed to activate deep restorative sleep by creating a personal sleep experience, helping every sleeper personalize their sleep. With this product, Duroflex aims to take the sleep solutions market in India to the next level.

     

    Mohanraj J., CEO, Duroflex said: “As a brand with a long legacy and a leading position in the sleep solutions market, we, at Duroflex, are committed to taking our mission of driving the importance of good sleep to new heights. We are proud to announce our collaboration with Virat Kohli, who shares our passion for the importance of sleep. His is the perfect voice to help us carry this mission forward. With the launch of our new product NEUMA, we are solidifying our promise to help India sleep better. Duroflex is excited for the journey ahead and is committed to providing innovative and effective sleep solutions to our customers while driving conversations around the role of sleep.”