MxMIndia

Category: PRODUCTS

  • Brands have a tremendous opportunity to access and leverage new-age technology to to connect with audiences, writes Sanjeev Kotnala

    Customising birthday greetings, the Cadbury way

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI finished playing around with the lyrics and genre of the birthday song for a friend at https://cadburymybirthdaysong.com and am more than happy with the result. I am not surprised at this new initiative by Cadbury Celebrations with its partners Ogilvy and Wavemaker to get Artificial Intelligence (AI) to work for the masses and create a personalised ‘Happy Birthday’ song. They have done this in the past. The personalised greeting, the Diwali selling and more.

     

    In effect, the last few initiatives are as different as one Bond movie from another. There is a pattern, and strategic thinking helps keep the result in sight.

    It must be effortless, effective, and efficient for the user.

    It must use technology that is easily affordable, accessible, and available.

    It must be easy. Maybe just the fingertips and mobile should do the magic.

    It must awe the audience and create an appreciable debate.

    It should be something the audience would really desire, and that would delimit their constraints in more ways than one.

    #MyBirthdaySong is just such a campaign.

    Now no longer, the birthday song will be the same. Anyone can create a customised birthday song. Making the recipient feel more wanted, adored and special. Think if the person is not aware of this tool created by Cadbury, how impressed the person would be. As one would not understand and imagine the labour, time and effort that would go into creating anything remotely similar without AI.

     

    The persons who made and gifted it to the birthday person feels positive about themselves. See themselves as creative and contributing. A memory of a different type. If not to the party, this person surely carries a Cadbury Celebration pack in mind. The brand association and engagement through such a device are ideal and long-term. Maybe ere performance marketing meets the brand-building efforts.

     

    The song is unique as it allows you to harness the power of AI and generate lyrics, choose the music style, and bingo have a unique birthday song served in no time.

     

    I must ask you to go to https://cadburymybirthdaysong.com and playfully try the same. Don’t worry if the birthday is not near or already gone. Its downloadable output that one can proudly send, display, or sing along at the event making that occasion memorable as it should be. I usually do not refer to the contributing parties, but this one must get the credits. After the details have been placed, lyrics are created by Uberduck’s Generative AI engine and sung by GanAI custom-created vocal models – mixed and mastered with Uberduck’s AI-generated music that makes the song unique.

     

     

    In the past, Cadbury has been at the forefront of pathbreaking work. The ‘SRK Support Local retailer’ sale, ‘Not just a Cadbury ad’  and the ‘Support the Hawker nearby’  were on similar lines, based on scalability and ease of use of technology.

     

     

     

    Net-Net

    Brands have a tremendous opportunity to access and leverage new-age technology to take that additional steps to connect and work with the audience. Brand-building can happen with performance marketing. I must also remind you to watch the HP ad ‘Thodi Si Jagh bana lo’ – which also showed how to easily use technology with a human face for a technology company.

     

     

  • To showcase identity centered around inclusivity

    Urbanic unveils new logo and brand image

    By Our Staff

     

    Womenswear brand Urbanic recently unveiled a new logo and brand image showcasing its revamped identity centred around inclusivity with the tagline “We are because you are.”

     

    Said Rahul Dayama, Head of Marketing at Urbanic, India: “At Urbanic, fashion should allow you to craft your narrative and showcase your natural charm. Our new identity focuses on creativity and inclusivity. While more refined, it still embodies the spirit of our deeply rooted original values.”

     

    Added James Wellwood, founding partner at Urbanic: “We are excited to unveil a new brand identity that resonates with our true philosophy and core values. We believe it is a progressive evolution reflecting a broader purpose.”

     

  • Helps launch 'Bharosa India Ka' Campaign

    Madhuri Dixit promotes Muthoot Finance

    By Our Staff

     

    Muthoot Finance has launched a new integrated marketing campaign titled ‘Bharosa India Ka’ featuring actor Madhuri Dixit, who came on board as Brand Ambassador with Muthoot Finance earlier this year.

     

    Speaking about the campaign, Alexander George Muthoot, Joint Managing Director, The Muthoot Group said: “Muthoot Finance is a diversified financial conglomerate and this TVC with Madhuri Ji brilliantly showcases some of our main loan products such as Home Loan, Personal Loan and Vehicle Loan, in addition to Gold Loans. The main idea of this campaign is to reinforce our credentials as a financial supermarket, a brand with unblemished track record and certified as India’s Most Trusted Financial Services Brand for seven years in a row by the prestigious Brand Trust Report. With 20 diversified divisions and 5850+ branches serving 2.5+ Lac customers every day, Muthoot Finance has earned the trust of crores of Indians since inception. Hence, we thought of the campaign tagline as ‘Bharosa India Ka’.”

     

    Added Abhinav Iyer, Senior General Manager – Marketing & Strategy, The Muthoot Group: “‘Muthoot Finance Loans – Bharosa India Ka’ is a special campaign for us since it is our maiden integrated marketing campaign with Madhuri Ji. The campaign features the charismatic Madhuri Ji in an exciting and visually stunning musical TV commercial that showcases our diverse product propositions across our various loan products. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy ad-campaign is choreographed and directed by the talented duo – Piyush & Shazia. Besides TV, the campaign will also be carried across print, outdoor, digital, cable and ground activation.”

     

  • To 'fortify fundamental brand principles'

    Vivo onboards Interbrand for masterbrand strategy

    By Our Staff

     

    Vivo mobile phones onboards Interbrand consultancy for masterbrand strategy and positioning. The agency was roped in to help the Masterbrand create a philosophy that translates across brand ecosystem.

     

    Said Geetaj Channana, Head of Corporate Strategy at Vivo: “The rapid growth and evolution of vivo as a brand, made it crucial for us to codify our ‘Purpose’ and create a self-sustaining system that could consistently and effectively maintain our resolve of every action. For this journey, we wanted a partner who could work closely with us, who are the leading expert in the field, and most importantly, had synergistic values. Together, we have been able to create corporate structures that fortify fundamental brand principles and evolve with the brand.”

     

    Added Ashish Mishra, CEO, Interbrand India & South Asia: “Vivo is a leading mobile brand in India. Their success was traditionally built on strong value propositions across the portfolio. Given the trends of premiumisation and lifestyle upgrades dominating the consumption patterns and brand choices; there was a critical need to reset the vivo Brand. We began with helping put a foundational architecture strategy which was built upon a robust need segmentation. Further to it, the creation of propositions and upgraded design languages for each of the series brands with an overarching purpose and Experience Principles holding it all together was accomplished. The corporate purpose, the Joy of Humanity as the triangulation of tech, culture and connection, found suitable dimensions to exhibit itself across the master and series brands. Vivo has been a valued partner and we are steadily driving the brand together towards its desired destination.”

     

    Said Payal Shah, Strategy Director, Interbrand India: “We’ve partnered with Vivo for more than four years now and it is refreshing to work with a global tech organisation that believes in being grounded and humble in a challenging landscape. Vivo’s dedication to consistent innovation, and championing customer intelligence is impressive, and we’re confident that the global strategy that decodes human truths and translates that into visual hemispheres, will effectively localise and exalt the brand to new arenas. We are also in the midst of activating the corporate strategy which will become the game changer within the organisation.

     

  • To drive sales of 4K, QLED, and Mini LED TV range

    TCL launches campaign to celebrate I-Day and Onam

    By Our Staff

     

    TCL consumer electronics brand has launched a campaign – ‘Celebrate Greatness’ to celebrate the spirit of 76th Independence Day and Onam. The TV giant aims to reach out to people of different geographies and demographics with offers on its 4K QLED HD Smart TV range.

     

    The newly launched campaign will also drive the “Celebrate Greatness Sale” through influencer collaborations across the country. Each collaboration will be targeted at demonstrating TCL’s stunning design for the latest home interiors, showcasing various TV models, demonstrating the ways to style TCL TV into home décor, etc.

     

    Philip Xia, CEO of TCL India said: “Independence Day and Onam are both significant occasions that celebrate the diversity and greatness of India. Our campaign talks about the greatness of the different aspects of India as a nation, thus localizing the entire campaign and promoting the awareness about TCL’s technological capabilities at a global level that makes a perfect match for a viewer’s entertainment experience.”

     

  • The campaign is titled 'Tareeke Anek, Maksad Ek'

    Myprotein launches campaign on I-Day

    By Our Staff

     

    Myprotein, the leading sports nutrition brand, has announced an Independence Day campaign titled ‘Tareeke Anek, Maksad Ek’.

     

    Speaking about the initiative, Sanya Chhabra, Regional Marketing Manager, Myprotein Emerging Markets said: “Myprotein is thrilled to launch the ‘Tareeke Anek, Maksad Ek’ campaign, where we celebrate the incredible diversity of the fitness community in India. Our vision is to create a global health movement and engage Indians to live healthier and more fulfilled lives. Through this campaign, we aim to inspire and bring together individuals from different backgrounds, united by their passion for fitness and love for their country.”

     

  • The #MakeKindnessAHabit video campaign promotes a letter-writing initiative between cancer warriors and underprivileged children

    Milaap’s video campaign for paediatric cancer patients

    By Our Staff

     

    Milaap, the leading crowdfunding platforms, has launched a video campaign, #MakeKindnessAHabit, to mark the celebration of Friendship’s Day which fell on Sunday, August 6.

     

    Said Anoj Viswanathan, President and Co-Founder, Milaap: “With this initiative, we are reviving the old concept of pen-friends where letters used to be exchanged among children far and beyond, sharing their dreams, hopes and wishes with complete strangers. Cancer warriors, especially children, go through a lot, both physically and emotionally. The letters instantly brightened up the children’s faces and gave them the comfort and assurance that there are family and friends to help them sail through their tough journey to recovery.”

     

    Added Dr Sunil Bhatt, Director and clinical lead of Pediatric Hematology, Oncology and Bone Marrow Transplantation, Narayana Health City,  Narayan Hospitals:  “We look after children with blood disorders, cancers and transplants. These children are suffering from life-threatening disorders. I am very glad to have both  Milaap and Daakroom here today, to engage with us. I am glad that our children had this chance and experience today, and I could see the joy in their faces as they read these letters from unknown children and people.”

     

  • Campaign created by Ogilvy

    Vi networks with dabbawalas of Mumbai

    By Our Staff

     

    Vi, earlier Vodafone Idea, mobile network operator, has partnered with Mumbai’s best human network, the Dabbawalas, to test and improve the network for offering a superior network experience to its users. The Dabbawalas, visited nooks and crannies of Mumbai city to experience & test Vi GIGAnet

     

    Partnering with Dabbawalas, Vi got them to test Vi GIGAnet to understand where the network was seamless and where it needed strengthening on parameters such as data, voice calling, video streaming, gaming etc. The team traversed the length and breadth of Mumbai city, testing the network strength of Vi GIGAnet across 22 wards and over 550 locations. With the help of videos and voice notes, data & responses along with live location sharing, Dabbawalas reported their experience in different parts of the city.

     

    Commenting on the network campaign, Avneesh Khosla, CMO, Vi said: “Mumbai is a key market for us and ensuring a seamless network is paramount. The human network of Dabbawalas gave us a better perspective on Mumbai & a more holistic feedback on the experience as they torture tested the network. Today, we are confident that Vi offers superior network connectivity in the nooks & corners of the city & the dabbawalas are testimony to it. We thank the dabbawalas for this & strive to continuously improve our network in the city.”

     

    Speaking about the work, Kainaz Karmakar & Harshad Rajadhyaksha, CCOs, Ogilvy India, added: “What could possibly be the connection between a modern, cutting-edge network service provider like Vi, and the 134-year-old iconic Dabbawalas service! It is exactly this clash of contrasts that became the creative backbone of this disruptive idea. In a category saturated with technical data and jargon, we set up an unexpected, charming and much trusted human network, as our benchmark to live up to when it comes to covering the megapolis of Mumbai. The Dabbawalas have been such an integral part of the ethos and culture of Mumbai, and we are proud to make the efficiency of their network an inspiration for our Vi network.”

     

    Commenting on the association Ulhas Muke, President, Mumbai Dabbawala Association said: “We are delighted to be chosen by Vi to play a role in improving their network experience for Mumbaikars. Today, we take great pride in the fact that our dabbawala network knows and understands Mumbai and its nuances like no other. Our association with Vi for the torture test was to verify the network strength in Mumbai through the experience of video calls, streaming videos, online gaming, download experience, voice connectivity, and speed tests. We are glad to have been a testimony to Vi’s strong network experience across Mumbai. This unique partnership with Vi has been a validating, satisfying, and an enjoyable experience.”

     

  • The marketing approach aims to maximise reach and consumer engagement

    Croma launches I-Day Campaign

    By Our Staff

     

    Croma has launched a series of digital films as part of its Independence Day Campaign, “Let Freedom Find You.”

     

    Conceptualised by Croma, directed by Gaurav Gupta, and executed by Mothership Productions, the campaign comprises three 10-seconders.

     

    Commenting on the campaign, Shibashish Roy, Chief Operating Officer Croma, said: “We believe technology is more than just a tool; it’s a way to limitless freedom. Our ‘Let Freedom Find You’ campaign shows how technology lets us escape the ordinary, find joy, creativity, and express ourselves. We are passionately committed to inspiring people to find their unique journey to freedom as they seamlessly integrate technology in every aspect of their lives.”

     

  • The Indian market, despite its size and potential, doesn’t get sizes of apparel/footwear as one does elsewhere, writes Avik Chattopadhyay

    Size 35 please…

     

     

    By Avik Chattopadhyay

     

    Avik ChattopadhyayAirport lounges can be some of the best places for stimulating discussions and rude revelations. Given that one needs to reach two hours before a flight takes off and you end up having one hour spare, ghost-shopping [for lack of windows] helps you stay updated with what people are ‘into’.

     

    I was looking at belts. Why, my colleague asked? Because all the trousers I have are of waist size 36 while I actually need 35. And I don’t get it in the brand I choose to wear. “The others don’t have them too,” he quipped. “Brands do not offer odd sizes in apparel and ½ sizes in footwear to Indian customers.” “Really?!” “Yes.” “No, that can’t be! Look at the market size…” “So what? We are still third world.” That was the rude revelation moment!

     

    Then started my little research. What sizes of clothing and footwear are offered to us Indians? Was my brand an aberration? Let’s check the global ones. Levi’s would be a good starting point.

     

    Levi’s India online store and Levi’s US online store

     

    As I was pre-warned, Levi’s in India offers no odd sizes while they do so in the US. There are different ‘fits’ available, but no odd sizes. Why would they do such a thing? Indian waist sizes are as varied as the Americans. Market size? Well, the upper middle-class that can afford one jeans per year is around 20 million odd, which is close to 8% of the US population. So, what would make Levi’s take this decision, given that they have had Indian bosses for a long time?

     

    1. Sheer convenience of lesser SKUs? Doesn’t make sense as I can charge you a bit more for the exact size you want. And there are so many ‘fits’ on offer.

     

    2. Sheer apathy for the Indian customer as we generally accept whatever is handed out to us? This could be the reason as I have personally experienced the same when marketing automobiles. “The Indian customer does not know what he/ she wants, so let’s give what we have. Why re-engineer or tailor-make?”

     

    3. Sheer lack of activism by the brand-struck customer? And, therefore, being more forgiving towards the ‘phoren’ brands?

     

    4. The ‘Unnees-Bees’ Syndrome as I call it, of the customer accepting particular drawbacks while other requirements are met. So, I can live with the erring waist size on offer as long as they give me the choice of five fits to choose from.

     

    The Indian ones should be more sensitive then. Let’s check out what our homegrown brands offer us.

     

    Allen Solly online store and M&S India store

     

    Louis Philippe, Allen Solly, Indian Terrain… all the same. Only even sizes. While offering choice in fits – classic, regular, slim, super slim, skinny, jogger, carrot and what not. The same applies to shirts only in even sizes, with ‘39’ being the only odd size on offer with the choice of fits. No customisation in the form of collar size and sleeve size. Let the ‘natives’ learn to adjust!

     

    Talking of natives, M&S metes out the same treatment to their customers back home in Blighty. “Sorry, we destroyed your textile industry to set up Manchester, so as a mark of solidarity, we shall wear your sizes.”

     

    Does the same apply to footwear? Will my colleague be once again proven right?

     

    Let’s start with our homegrown favourite Bata.

     

    Bata India online store and Bata France online store

     

    Now the thing with footwear is not about odd or even sizes, but the ½ sizes. An 8.5 or a 9.5 rather than compromising with a 9 or a 10 and swimming in the shoe for life. Bata India offers no ½ sizes while Bata France does. The same questions crop up in my mind. SKUs? Market size? Marketer apathy? Consumer adjustment?

     

    How do the global brands treat us? No different. Adidas and Skechers play the same game as Indian brands like Bata and Liberty. What a letdown. When I was close to losing all faith in humankind, the Nike India online store came up as the redeemer, offering not just the same product lines but also the same sizes as they do in the US and Europe. So, there is hope!

     

    Skechers India online store and Nike India online store

     

    What I am trying to put across to you is the rude fact that the Indian market, in spite of its size and potential, is still not treated at par with a China or Russia when it comes to most global brands. And it is not just to do with the sizes of apparel or footwear, it is also about the availability of their latest portfolio in the soon-to-be world’s third-largest economy. It is about the larger ‘mindset’ of the brand and the marketer in approaching and addressing the market. It is about the true respect that a brand has for the customer coming alive in its on-ground deployment of product and promise. Any amount of advertising, social media posts and press statements will not add up to the actual demonstration of respect.

     

    One may say that these are minor issues in the larger landscape of a country and market on the move, but thousands of these issues make up the attitude of an industry addressing the Indian consumer. In the apparel and footwear world, everyone seems to follow the same path while Nike is the exception. Imagine the potential word of mouth when someone is delighted to find his/ her perfect ½ size with one brand while being disappointed with the others. That keeps the cash counters humming. Respect the consumer and you will get it back in multiples. Otherwise you will remain a mere transaction and temporary fad. And, the 20-million strong market today will one day surely double in the next five to seven years.

     

    The fault does not lie only with the brand marketers and portfolio managers. We, the consumers are equally to blame for adjusting to compromises and not becoming vocal and visible activists for being given what we deserve. A social anthropologist will argue that this is exactly how we have been for eons, whether it be the pantaloon or the politician. So hang on, do I continue my search for a better belt?

     

  • To reinforce its brand purpose

    Infosys launches new sonic identity

    By Our Staff

     

    Infosys has unveiled its sonic brand identity, the auditory equivalent of its blue visual identity and logo.

     

    Said Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys: “As more of our stakeholders interact with brands through digital channels, and more brands continue to crowd digital spaces, the Infosys tune will serve as an auditory reinforcement of our unique brand identity. It will also help deepen the emotional connection our stakeholders have with Infosys by cueing in the promise of opportunity creation that is integral to our brand purpose.

     

  • To promote SmartGrid Technology for better sleep

    The Sleep Company launches campaign

    By Our Staff

     

    The Sleep Company, comfort-tech brand, is thrilled to announce its collaboration with Raashii Khanna for the #SleepPeacefully!Every.Single.Night campaign. This digital-only campaign aims to create awareness about the transformative power of SmartGRID technology.

     

    The #SleepPeacefully!Every.Single.Night campaign is conceptualised by The Sleep Company’s in-house marketing team and executed in collaboration with Raasta Studios. The campaign features three films which have been launched across the company’s social network and other digital channels.

     

    Said Priyanka Salot, Co-founder of The Sleep Company: “Sleep is not a luxury; it is a necessity for our well-being. With the #SleepPeacefully!Every.Single.Night campaign, we aim to empower individuals to prioritise their sleep and experience the incredible potential of SmartGRID technology. By teaming up with the marketing perspective of our exceptional team and the talented Raashii Khanna, we are confident that this campaign will redefine the sleep landscape and inspire a nation to embrace peaceful sleep every single night.”

     

    Ripal Chopda, Chief Marketing Officer of The Sleep Company, shares his perspective on the campaign: “Our goal with the #SleepPeacefully!Every.Single.Night campaign is to ignite a sleep revolution in India. We want to spread the message that quality sleep is crucial for overall well-being, and it starts with choosing the right mattress. The SmartGRID technology offers an unparalleled sleep experience that is peaceful, comfortable and supportive. With India being the second most sleep deprived country in the world, through this campaign, we aim to inspire people to focus on their sleep health and create a brand positioning that resonates with a peaceful sleeping experience every single night.”