MxMIndia

Category: PRODUCTS

  • To create awareness about the brand & the value provided

    Team Pumpkin bags mandate for Springwel Mattress

    By Our Staff

     

    Team Pumpkin has won the creative, digital mandate and offline collaterals for Springwel Mattress.

     

    Said Springwel owner Ananta Capital’s CMO Ankit Kapoor on this partnership: “As a brand, we have always prioritised excellence and innovation. We believe that this partnership with Team Pumpkin will propel Springwel to new heights with innovative marketing ideas. We joined hands with the agency to curate brand strategies that resonate with our audience and reflect our core values. Springwel combined with Team Pumpkin will drive innovation in storytelling, customer engagement, and market dominance, ushering in a new era of success.”

     

    Added Swati Nathani, Chief Business Officer and Co-founder, Team Pumpkin: “We are delighted to win one of the leading innovative mattress brands. Our team begins its journey of creating and implementing unique brand campaigns and influencer marketing strategies that will captivate audiences and drive brand recognition. With our expertise and creativity, we aim to leverage Springwel’s brand strategies to bring it to new heights in the market. Our team is committed to delivering outstanding results for a lasting impact for Springwel as trusted partners and co-founders of its success.”

     

  • To be played at the Queen's Park Oval in Trinidad

    Cycle Agarbathi to sponsor India-Windies legacy series

    By Our Staff

     

    Cycle Pure Agarbathi is the title sponsor for the three-Test series between India and the West Indies in the Caribbean. For the Frank Worrell trophy traditionally contested by the two countries, the 2023 series will be called ‘Cycle Pure Agarbathi Test Series.’ This match will take place at the Queen’s Park Oval in Trinidad, from July 20 to.

     

    The series will also feature three One-Day Internationals, and five Twenty20 matches. The tour opens with a Test match at Windsor Park in Dominica, on the 12th of July and conclude on the 16th of July.

     

    Announcing the partnership, Arjun Ranga, Managing Director, Cycle Pure Agarbathi, said: “At Cycle Pure, one of our primary objectives is to foster and empower young talent. We firmly believe that everyone has a reason to pray even during a match and hence cricket serves as a unifying force, transcending borders and bringing people together. It is with immense delight that we announce our title sponsorship for the India vs West Indies 2023 tour. This partnership presents us with a unique opportunity to propagate the values of unity, prayer, and hope not only for the Indian cricket team as they represent our nation on the international stage, but also for every individual across the country. We extend our heartfelt wishes and the very best of luck  to the Indian cricket team for this momentous tour and I am eagerly looking forward to witnessing the 100th historic match between the two sides.”

     

  • Conceptualised by Wunderman Thompson

    Tata Tiscon launches new campaign

    By Our Staff

     

    Tata Tiscon has launched a campaign conceptualised by Wunderman Thompson India. Focusing on the latest range of 550SD rebars, the 360-degree campaign is built around a set of three TVCs.

     

    Speaking of the campaign TVS Shenoy, Chief Commercial Officer, Long Products, Tata Steel, said: “Tata Tiscon has always strived to enable our customers to have a joyful home building experience. This campaign attempts to guide our customers in making informed choices as they build their dream homes.”

     

    Added S Karthik Narayanan, Chief of Marketing & Sales, Tata Tiscon: “It is unfair to expect individual homebuilders to have a thorough understanding of technical specifications required for selection of the right rebar. Hence, it is important for us to guide them in a consumer-centric manner without overloading them with industry-specific terminologies.”

     

    Said Vijay Jacob Parakkal, Managing Partner, East and South, Wunderman Thompson India: “As the creative and strategy partner for Tata Tiscon right from its inception, our communication approach has mirrored that of a trusted confidant, a source of wisdom, and an invaluable guide for our consumers. Amidst a sea of celebrity-driven promotions saturating our industry, we have recognised that the engineer reigns supreme as the ultimate luminary. Consequently, we have chosen to elevate the engineer to the forefront of our brand, acknowledging their unparalleled technical knowledge and expertise upon which we all rely.”

     

  • Highlights the power of hairstyling in setting the right vibe

    Set Wet unveils new TVC

    By Our Staff

     

    Set Wet, the men’s grooming brand from the house of Marico, has launched a new TVC that aims at putting hairstyling at the forefront of the grooming ritual

     

    Speaking about the new campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, said: “As a leader in the hair styling category, Set Wet has always led the hair styling conversations amongst the youth of India and adapted to the changing trends. The new campaign #ApniHairStyleHiApniVibeHai therefore speaks to the Gen Z consumer about the importance of hair styling as a key part of their grooming regime. Through the various legs of the campaign, Set Wet will continue to establish and emphasise this key message and actively engage with the target consumer through innovative marketing activations across touchpoints, where the consumer is already actively engaged.”

     

  • Aims to kick start a 'Saree Revolution'

    Vidya Balan backs Shobitam ethnic wear

    By Our Staff

     

    Shobitam, an ethnic wear brand, launched its latest campaign featuring Brand Ambassador Vidya Balan.

     

    Talking about the brand campaign, Aparna Thyagarajan, Co-founder and Chief Product Officer at Shobitam said: “We are thrilled to launch our latest campaign with our beautiful brand ambassador Vidya Balan. Through our new brand film, we hope to kick start the global “Saree Revolution” that thrives on emotional connection with the audiences through our beautiful creations. And, Vidya’s charismatic aura and her love for sarees just make her the perfect voice to helm this movement across India and the World. We do hope that audiences see Shobitam as a purveyor of traditional and handcrafted weaves and a reservoir of the timeless heritage of India. Our goal is to make Shobitam synonymous with the word Saree as a verb, where “If it’s a saree, it is a Shobitam!.”

     

  • Integrating a mix of new-age and traditional channels

    Bolas Agro launches new ad campaign

    By Our Staff

     

    Bolas Agro Private Limited, a dry fruits and nuts company in Karnataka, has launched a new set of campaigns across platforms.

     

    Said Bola Rahul, Director, Bolas Agro: “Marking a presence in Bengaluru was our dream. We wanted to provide nutrition at an affordable price. With this objective in mind, we launched the ‘Ishte Na’ campaign, which represented a new phase in our expansion efforts. We wanted to evolve in terms of our approach while keeping the old legacy alive. ‘Ishte Na’ is delivering what we aim to communicate with our consumers. The response received so far for the campaign is positive with unexpected amazing results. At Bolas, we strongly believe in holding on and taking the old legacy forward while acknowledging the importance of evolving according to the landscape of the audience and we are grateful to the whole team and the influencers for showcasing the voice of Bolas in the right tone.”

     

  • To amplify its core beliefs

    OmTV unveils new campaign

    By Our Staff

     

    OmTV, the spiritual OTT platform, has announced the launch of the new campaign #AppSahiSochSahi.

     

    Said Nitin Jai Shukla, Founder & MD of OmTV: “Right from the inception, OmTV’s aim has been to inspire individuals to adopt a positive mindset by focusing on solutions, growth, and gratitude. We believe that by encouraging positive thoughts, individuals can overcome challenges, foster resilience, and lead happier and more fulfilling lives. With this thought, we are kickstarting this campaign and will be leveraging the power of technology and social media to spread this message.”

     

  • Everyone loves the Brooke Bond Red Label film. It  does bring a smile, but that’s where the problem starts, writes Sanjeev Kotnala

    The OG Social Network

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaOn World Social media Day, Brooke Bond Red Label  tea film toasted tea as the Original Social Network of the country. The advertisement went viral over current social media platforms. The timing was just right.

    Naturally, films like this had varied reactions. The public quickly recognised the insight and smiled at the contextual placing of the social media terms with relevant visuals of people consuming tea. The people associated with advertising, marketing and communication had polarised reactions. Some liked and appreciated it, and many questioned the strategy behind it, the purpose it aimed to solve and what it can achieve for the brand.

     

    The Red Label Original Social Network Of India.

    The film is a kaleidoscopic collage of slice-of-life situations where tea is the conversation facilitator. The Brooke Bond Red label film is well-made, and the voice-over is excellent. It is only a smart contextual justification of the social media terms with making and sharing of tea.

    Now, the brand presenting ‘Tea as India’s Favourite Social Network’ seems an obvious statement and not an insight. But any brand could have explored it. The truth is, no one did it before Red Label. Some regions in the country may debate and suggest coffee or hard drinks as the favourite social network or platform, but that is a story yet to be explored.

    Red Label film does bring a smile. Everyone loves the film! That’s where the problem starts.

     

    Red Label Film Lacks Strong Branding.

    The branding is not a strong point of the film. In most cases, the audience misses the brand. Few associated it with Tata Tea which keeps doing fresh creatives on relevant subjects like Climate change. However, the brand tonality is different. A lot many associated it with Wagh-Bakri for the film tonality; watch Rishto Ki Garmahat.

    It is unacceptable for any brand unless this is a one-off attempt with low media weights and cost of creative. Maybe it is the ‘Brooke Bond Red Label’ push in category development. However, the film does nothing. It was more like the better-made AV that agencies used to present in Annual Review Board in the 1990s.

     

    Different Take Over ‘Red Label’- The Original Social Network Of India

    A few of the advertising veterans did believe that the Red Label, the Original Social Network Platform of the country, is a brilliant piece of communication. The brand Red label has been all about Desh ka pyala in their communication, like Hospital, Dooriyo Mai aapnapan,  Hindu-Muslim bridge, and Swad Apnepan ka are full of warmth and bringing people together. The social network film is a contemporary representation of the same. It still works under the larger umbrella of ‘Swad Aapnepanka’.

    The brand uses contemporary situations and relevance in life while holding on to the old charm. The earlier advertisement Surprise Visit is one such example after all “kuch gharon ki chai mein apnepan ka swad hota hai.”

     

    Generation Gap In Reactions.

    The newer generation sees nothing much in the film. Exploring and exploiting the emotions linked with drinking tea and layering it with social network terminology. That’s it and they find nothing great in it. Yes, it brings a smile; that is all the brand gets from this interaction.

    The older generation gets a superiority complex of not missing much and enjoying their non-tech social networking over cups of tea.

    Communication can hardly make tea contemporary and increase consumption! However, the new generation objects to advertising, emotionalising every bit of brand interaction. Someone said it best; why should it always be about ‘bleed the heart, bring out the tears’? Why can’t it be more playful and happy?

     

    Net-Net

    It is an excellent AV, something one could be proud of presenting at the annual review boards, press meets and maybe at the tea drinker club. It merely stops at raising a toast to tea on World Social Media Day- attempting to contemporise and present tea as the original social network platform. Nothing more, nothing less. The audience expects more from Red Label and the agency.

    Thank god the brand is not preachy and has moved from its past folly of Kumbh – where elders can get lost- intentionally or unintentionally.

     

  • To drive home the need for Term Insurance

    Rishabh Pant features in HDFC Life campaign

    By Our Staff

     

    HDFC Life insurers has collaborated with Rishabh Pant to create a campaign aimed at driving the need for term insurance. The objective of the campaign is to encourage individuals to financially secure their loved ones against unforeseen circumstances.

     

    The film showcases the real-life story of Rishabh Pant and his journey of realisation. Through the film we see glimpses of his numerous accomplishments, moments of happiness and the experience that taught him the biggest lesson of his life.

     

    Said Vishal Subharwal, Chief Marketing Officer and Group Head – Strategy, HDFC Life: “The film captures the true essence of life while bringing the spotlight on the core benefit of term life insurance. We hope that the powerful real-life story of Rishabh Pant, a role model for many and a world-class athlete, serves as a pertinent example to make one realise the uncertainties of life and the need for financial protection. Most Indian households find it hard to sustain their living standards in the absence of adequate life insurance cover. We sincerely hope that this campaign will educate and inspire more individuals to secure their families with Term Insurance.”

     

    Rajdeepak Das, CEO & Chief Creative Officer, Leo Burnett, South Asia said, “The pandemic has left us with a false sense of invincibility. With this campaign we wanted to reiterate that not everyone gets a second chance at life. The biggest mistake we can make is to not learn from our mistakes and to bring home the message of unpredictability. We drew inspiration from the real-life incident of cricketer Rishabh Pant where he survived a near-fatal road accident. Our campaign breaks the illusion of invincibility and reiterates the importance of financial planning.”

     

  • To drive brand reach across Connected TV audiences

    Max Life partners with Samsung Ads

    By Our Staff

     

    Samsung Ads India, the advertising division of Samsung Electronics India Private Limited, and Max Life Insurance Co. Ltd (“Max Life”/ “Company”) have unveiled the first of its Connected-TV (CTV) advertising campaigns on Samsung Smart TVs across India.

     

    The digital ad features Indian Cricket Captain Rohit Sharma and his entrepreneur wife, Ritika Sajdeh. The objective of the partnership is to expand the reach of this digital ad that talks about the importance of financial protection for loved ones, rooted in Max Life’s brand philosophy, ‘You are the Difference’. The ad film also captures ‘India Ke Bharose Ka Number’ to highlight the company’s industry leading claims paid ratio of 99.51% as a representation of trust.

     

    With this approach, Samsung Ads India has helped Max Life to develop a comprehensive understanding of audience segmentation and viewer preferences on Samsung Smart TVs via automatic content recognition (ACR) technology.

     

    Leveraging Samsung Ads India’s leading ACR data, Max Life gets access to unique audiences and develops a comprehensive understanding of audience segmentation along with preferences.

     

    Rahul Talwar, EVP & Chief Marketing Officer at Max Life said: “We are excited to launch our first-of-its-kind Connected TV campaign with Samsung Ads India and enter an exciting customer outreach territory. Connected TV provides triple benefits to our brand– the ability to reach a large and growing audience, the ability to target ads to specific demographics, and the ability to measure the effectiveness of ads in real time. We will continue to harness this platform to drive our narrative of ‘You are the Difference.”

     

    Added Prabhvir Sahmey, Senior Director India at Samsung Ads India: “As the pioneers in CTV advertising, we’re seeing more results driven marketers lean in and take advantage of CTV. CTV can open up a whole new world of advertising opportunities such as driving incremental reach, improving brand salience or driving frequency amongst more affluent audiences. We’re excited to work with Max Life to see what valuable insights and results we can drive together with this campaign and in the future.”

     

  • To boost morale for the 19th Asian Games

    Sony unites sports journalists in campaign for 2022 Asian Games

    By Our Staff

     

    Sony Sports Network unveils a campaign for the 2022 Asian Games. With an extraordinary lineup of luminaries, including esteemed personalities like Chief of Defence Staff, General Anil Chauhan, Sudha Murty, Amitabh Bachchan and Kapil Sharma, the campaign aims to ignite the nation’s fervour for this multisport extravaganza.

     

    The film also has a lineup of sports journalists from publications such as Dainik Jagran, Dainik Bhaskar, Rajasthan Patrika, The Telegraph, Deccan Chronicle, and regional newspapers including Dinakaran, Lokmat, Eenadu, Gujarat Samachar, Sandesh, and Asomya Pratidin. Additionally, it features RJs from popular radio channels like Radio City and Radio One, along with representatives from leading news channels Aaj Tak and NDTV 24X7.

     

    With ‘Iss Baar Sau Paar,’ Sony Sports Network aims to rally the entire nation, uniting millions of hearts, and minds, to stand beside our athletes as they strive for excellence and glory. This campaign is a resounding call to break barriers, inspire champions, and witness the remarkable journey of India’s sporting triumphs at the 2022 Asian Games.

     

  • Features Varun Dhawan and Mahesh Babu

    Laqshya Media Group unveils campaign for Santoor soap

    By Our Staff

     

    Laqshya Media Group unveils an OOH campaign for Santoor, the flagship soap brand of Wipro Consumer Care and Lighting. The campaign, featuring  Varun Dhawan and Mahesh Babu, aims to maximise sales by leveraging product offers and strategic pricing strategies.

     

    Said Prasanna Rai, CMO and Head of E-commerce Business, Wipro Consumer Care and Lighting: “Outdoor is a key component in our media mix as it enables us to precisely target clusters of interest and deliver the intended message. In Laqshya, we found an ideal partner who executes campaigns fast and at scale and makes our executions more impactful. Their creative inputs are invaluable as they understand how to use the medium best. Our partnership with Laqshya is now a long-term one.”

     

    Amarjeet Hudda, COO, Laqshya Solutions, added: “At Laqshya Media Group, we are committed to establishing strong partnerships with brands that embody innovation and excellence. The collaboration with Wipro is a true honour for us, and we take great pride in delivering our dynamic and contextually relevant regional content to empower the brand Santoor. Leveraging our exceptional creative capabilities, we are executing a highly impactful multilingual campaign across eight states, amplifying Santoor’s unique selling proposition. With an extensive reach spanning 100+ towns and massive urban and semi-urban areas coverage, we strive to deliver exceptional results exceeding every campaign’s expectation.”