MxMIndia

Category: PRODUCTS

  • The TVC is in Hindi and translated in other regional languages such as Tamil, Telugu and Kannada to strengthen brand awareness

    FreeCharge Launches ‘#ReverseTheCharge’ Campaign

    By A Correspondent

     

    FreeCharge has unveiled its new brand campaign called ‘#ReverseTheCharge’. As part of the larger campaign, the new TVC re-in forces the brand’s connect with the youth and builds a stronger brand connect. The new campaign explores the youth-parent relationship with a twist by adding a flavour of role reversal. The youth is portrayed as more responsible and helping parents understand the new-age ‘fizool kharchi’ following a pattern from the earlier TVC ‘Recharge Nahi FreeCharge’ where parents were blaming the youth for fizool Kharchi. The ‘#ReverseTheCharge’ campaign is targeted at the urban youth living in top metros.

     

    The TVC is in Hindi and translated in other regional languages such as Tamil, Telugu and Kannada to strengthen brand awareness and recall and penetrate deeper into the Indian market to attract new users on board.

     

    The pan India TVC campaign will cover 30+ channels on national television spanning major GEC’s and English channels. The campaign will leverage both offline (TV, Radio) and online (Paid Digital, Newsletters, Notifications, Social Media) platforms to reach out to the target audience.

     

    Talking about the new TVC, ‘#ReverseTheCharge’, Ashish Virmani, Head, Marketing, FreeCharge, said, “FreeCharge as a brand understands youth and their needs deeply. With FreeCharge, they just don’t recharge but in a way FreeCharge helps them solve their problems smartly. With this campaign, the youth has evolved to the point where they can charge their parents for being spendthrift. This campaign will be an integrated marketing plan leveraging TV, digital and radio primarily and aims to build the already strong appeal for the brand.”

     

    Created by Lowe Lintas, ‘#ReverseTheCharge’ campaign resonates with the youth of today who are more tech-savvy and know how to best use the online platform. The campaign name reflects FreeCharge’s aim to reduce users’ time and money wasted in offline transactions.

     

    ‘#ReverseTheCharge’ TVC Campaign is an extension of FreeCharge’s overall brand goal of driving the shift from offline to online transactions across the country and get existing users to transact more and more online. The new TVC is focused on building excitement and anticipation amongst the youth audience in a quirky manner, driving conversations around encouraging smarter ways to pay and recharge while getting rewarded.

     

    Talking about the campaign, Arun Iyer, CCO, Lowe Lintas, says, “For the launch phase of the campaign, we had established Freecharge as a brand that frees young people of various money-related charges placed on them by their parents. In this phase, we thought we’d flip the dynamics of this relationship. The young Freecharge user is a step ahead of the game and knows how to save so well, that in addition to freeing himself/herself of all charges of being spendthrift, he/she can now in fact, go ahead and place the same charge on his/her parents.”

     

  • Announces popular Bollywood actress & Celebrity Master Mom Sonali Bendre as brand ambassador

    Scarecrow says ‘Food Mein Daalo Magic’ for FunFoods

    By A Correspondent

     

    Dr.Oetker has launchedits first ever advertising campaign for their brand FunFoodsand announced Bollywood actress and celebritymom, Sonali Bendreas the brand ambassador. Bringing to life FunFoods proposition of ‘Food Mein Daalo Magic, the TVCs bring alive the brand’s philosophy of adding ‘fun and taste’ to daily menu options,making it exciting for the entire family to consume. The ad-campaign introducesthe magic that consumerscan add to their food with FunFoodsMayonnaise in a quick& convenient manner,inspiring them to experiment with their culinary skills every time they step in the kitchen.

     

    Speaking about the launch, Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said, “AtDr. Oetker, it is our constant endeavour to introduce western flavours and cuisines to consumers across the country. We are thrilled to announce Sonali Bendre as brand ambassador for FunFoods and launch the first ever ad campaign ‘Food Mein Daalo Magic’. Sonali is a perfect fit for the brand as she epitomizes our brand ethos andwe believe that the consumers will relate with her as she is a new age mother and also a career oriented woman. She understands the lack of quick appetizing food choices in daily life and knows that these are common across households in India. With our foray into advertising, we aim to enlarge the consumer base to include those who enjoy western taste in their foodbut struggle making it at home as they do not have the rightingredients i.e. western sauces and spreads. We are confident that the 360 degree campaign will make consumers aware of these western sauces & spreads from FunFoodsthereby increasing the overall market itself.”

     

    Conceptualized and developed by Scarecrow Communications, the advertising campaign demonstrates the brand’s uniqueness in driving an emotional connect with today’s new age-women, smart mothers, homemakers and working professionals who are constantly struggling to motivate their kids and families to eat homemade food. The ad campaign addresses the daily dilemma of “how to make everyday food tasty?”

     

    The PAN India campaign consists of three television commercials and each talk about a different Mayonnaise variant namely, Veg, Tandoori and Burger. The adcampaign will be supported by an extensive 360 degree marketing approachincluding OOH, digital, print and social media engagement. Consumer outreach shall include usage awareness through recipe brochures, recipes videos both on TV as well as YouTube and on-ground activation through consumer exhibitions.

     

    Arunava (Joy) Sengupta, Founder Director Scarecrow Communications said, “It was an exciting brief, for FunFoods first ever campaign. The challenge was to make mayonnaise, not only an integral part of our daily food habit but also to highlight the huge potential it offers to today’s woman in whip up exciting food for her family every day. We used the creative device of various foreign chefs appearing in the kitchen to share their secret ingredient i.e. FunFoods Mayonnaise with the mother to help her transform the normal burger, roti and sandwichinto something magical. Sonali Bendre was strategically chosen as the brand ambassador as she represents the contemporary woman and will help the brand cut through the clutter”

     

  • Indic language support for both browse and post ad options to increase accessibility

    Quikr can now be accessed in 7 different languages

    By A Correspondent

     

    Quikr has announced the launch of vernacular language support for consumers accessing Quikr’s platform. Tailored to break the language barrier for India’s diverse population, Quikr allows consumers to choose from seven different languages– Hindi, Tamil, Telugu, Kannada, Malayalam, Gujarati and Marathi to browse as well as post ads in.

     

    This new feature allows consumers to browse, search, post ads and interact with buyers and sellers in their language of choice allowing a large number of non-English speaking consumers in India that have thus far been unable to transact online. Quikr has leveraged various technologies to also ensure there is no delay in rendering ads in any of the available languages on the platform.

     

    Talking about the need for local language support, Pranay Chulet, Founder and CEO, Quikr said, “We are a made in India business that has always focused on what the Indian consumer needs. With Indian internet expanding beyond air-conditioned offices and homes and into the streets of the country, local languages are definitely the next frontier for us. I strongly believe that language should no longer be a barrier for people seeking to transact online and am super excited about the strong response our verticals such as QuikrC2C and QuikrJobs have already received in local languages.”

     

    Anurag Saran, Chief Product Officer, Quikr said that, “Using technology to empower our consumers has always been at the heart of our innovations. 88 per cent of India’s population is non-English speaking. By enabling them to communicate, create and consume content in their preferred languages, we are working towards making our platform a more inclusive online classifieds marketplace.”

     

    Quikr will continue to work on adding more languages to the platform and has been a pioneer for several other innovations in the online classifieds space.

     

  • The campaign is being promoted via social media platforms including Facebook, Twitter and Instagram

    Mindshare and FoxyMoron unveil campaign for Moto 360

    By A Correspondent

     

    Motorola’s new digital campaign #MotoGraph360, launched for its smartwatch Moto 360 (2nd Gen) highlights the exquisite features of the watch in the form of five different stories. Conceptualized by Motorola’s digital marketing agency Mindshare in partnership with FoxyMoron for digital creative duties, the campaign has been brought to life by using cinemagraphs that are essentially a fusion of living photography and video where just one or two elements are in motion. The stories involve five influencers from different walks of life to capture the Moto 360 (2nd Gen) in their daily routine while showcasing the different features of the watch. The campaign is being promoted via social media platforms including Facebook, Twitter and Instagram.

     

    Speaking about the campaign, Rachna Lather, Marketing Head, Motorola India said, “With the launch of Moto 360 2nd Gen, we wanted to give our customers the ‘power to choose a watch that makes time’ for them. It does so by freeing them from constant notifications and disturbances and pay attention to what really matters in life i.e., their passions and relationships. Our agencies, Mindshare and FoxyMoron suggested an interesting way that could depict the usage of the watch in our target buyers’ lives. The result was motographs 360, a beautiful collection of 5 stories told via cinemagraphs that bring out the features of the smartwatch and passions of those involved. We’ve been using innovative tools and campaigns to reach out to our customers and are glad to be the 1st brand in India to use this innovative technology.”

     

    Vinod Thadani, Chief Digital Officer, Mindshare said, “We at Mindshare thrive on exploring innovative ways of keeping our consumers engaged. In the limited attention span of consumers on social media today, the best way to break clutter is a disruptive format innovation. So we didn’t adopt trends but set the trend in true Motorola style. Cinemagraphs allowed us to capture the essence of Moto 360 watch and showcase the wide range of features it has to offer. Through the #MotoGraphs 360 campaign, our aim is to break the clutter and emphasize on what is really important to the consumers. The results seen are in keeping with the theme ‘Watch that makes time for you’ and make for a beautiful launch for the Moto 360 (2nd Gen).”

     

    Pratik Gupta, Co-founder, FoxyMoron said, “Brands today are constantly looking out for content that would halt your thumb from scrolling down your news feed. And I think cinemagraphs has that power to do so.  From mesmerizing movements to compelling contexts, it has brought a creative edge to visual storytelling. While globally it has been around for quite some time, this intriguing piece of content will become the next phenomenon in India.”

     

  • Iba, India's first halal cosmetics, needed to communicate their point of difference from all the other cosmetic brands in the market

    Cut The Crap unveils radio campaign for Iba halal care products

    By A Correspondent

     

    CTC has executed an extensive radio campaign for Iba. The campaign is titled ‘Beauty Products Ke Dirty Secrets’.

     

    Iba, India’s first halal cosmetics, needed to communicate their point of difference from all the other cosmetic brands in the market. Iba has the widest range of halal cosmetic products in the world that are distinct from the rest of the cosmetics in that they do not contain animal ingredients, alcohol and other harmful chemicals like sulfates, phosphates and bleaches.

     

    Radio was chosen as the medium of choice to convey the brand characteristics in an engaging manner. The creative strategy here is to drive home the negatives through products in which theymatters the most. For example the presence of animal ingredients is most negative in case of lipsticks where the industry uses pig fat while iba does not.

     

    The campaign comprises of 4 spots and consumer engagement through RJ interactions. Each of the radio spots chooses a different negative aspect through a product or category that best amplifies the aspect. The radio spots end with a simple brand assurance from Iba: ‘No secrets’.

     

    In the RJ interactions during the campaign period people were encouraged to call in and talk about negative side effects of any cosmetic product that they may have suffered from. Hundreds of people reported such incidents that were aired live. All such conversations were branded and carried the brand message. These ‘negative endorsements’ created a perfect atmosphere for Iba to educate on the positive aspects of halal cosmetics.

     

    The ‘Dirty Secrets’ campaign was first tested in Baroda in October/November 2015. Buoyed by the response the campaign is being rolled out in other cities.

     

  • It enables users to enjoy a holistic customer experience – seamless login, intuitive and customised interface for post-paid/prepaid and non-Vodafone customers

    Zumi Army arrives to popularise ‘MyVodafone App’

    By A Correspondent

     

    India’s popular TV entertainment property, the IPL is still some months away but a character that’s familiar with the sport and has its origins there, has arrived much ahead of it this year. ZooZoos, or the Zumi Army is back again to woo the audience of the latest offering from Vodafone – MyVodafone App.

     

    Developed on a state-of-the-art platform with intuitive and customised interface, the MyVodafone App provides a personalized experience to postpaid and prepaid customers as well as non-Vodafone customers. The app enables a customer to see his/her usage, plan details, pay bills, buy recharges and bonus cards, get best offers, access their M-Pesa account, recharge/pay bills for friends and family and so much more, giving him/her the power to manage their Vodafone number with their fingertips!

     

    The new television campaign will be supported by rich presence on social media, prominent and a series of on-ground activations will communicate the app’s various features and benefits.

     

    Speaking about the feature rich MyVodafone App, Kavita Nair – National Head – Retail and Digital, Vodafone India said, “Customers are gaining comfort with apps and are using them to shop, subscribe to services and access news/information. Keeping these evolving needs of customers in mind, the MyVodafone App is designed to provide them at their fingertips, a personalised interface of everything that is Vodafone. From accessing their services to managing their accounts or transacting or even getting their problems resolved, the app is a manifestation of Vodafone, on the smartphone.”

     

    Speaking about the theme of this marketing campaign, Siddharth Banerjee, National Head – Brand Communication & Insights, Vodafone India, said “The new MyVodafone App campaign aims at citing feature-led benefits of adopting and using the app, thereby driving home the key point that one can avail of Vodafone services, now on one’s phone. Accordingly a 360 campaign has been designed that clearly establishes MyVodafone App as a one-stop shop for all Vodafone related services. The much loved Zumi army will engage with customers through different mediums, showcasing key features of the all new MyVodafone App.”

     

    The MyVodafone App is available to all Android users and is free to download from Google Play. The app will be made available for other user interphases sequentially.

     

  • The campaign aims to amplify the idea of not having to compromise one's desires in order to save for the future

    SBI Life’s new TVC urges people to fulfil their wishes

    By A Correspondent

     

    SBI Life launched the latest TVC titled ‘Ab har shouk poora hoga’ (now every wish will be fulfilled), taking forward the brand’s core idea of – Celebrating Life, wherein the protagonist indulges himself in the most unexpected way for its product SBI Life Insurance’s Wealth Plan. The campaign aims to amplify the idea of not having to compromise one’s desires in order to save for the future.

     

    Created by Ogilvy & Mather, the campaign amplifies the idea of not having to compromise your desires in order to save for the future. One half of our life is spent in working hard and saving harder in order to secure the other half. No wonder that insurance communications have always pegged around the later aspect on how to secure our family’s life once we have no income. Given the clutter, the communication of SBI Life Insurance’s Wealth Plan is distinctly refreshing.

     

    “The campaign very beautifully captures the sheer pleasure one experiences while indulging in luxury, with a touch of humour to it. It shows how SBI Life’s Wealth Creation with Insurance Plans lead one to prosperity and a life full of indulgence,” says Braj Kishore, Head- Brand & Corporate Communication, SBI Life Insurance.

     

    Explaining the campaign, Zenobia Pithawalla, Executive Creative Director, O&M, says: “The common man in India spends his whole life and money on every day, mundane things. We wanted to show him, through SBI Life’s Wealth with Insurance Plans, that life can be different.Our film shows a common man indulging in an expensive hair wash at a very fancy salon. What’s more, all this for a few, non-existent strands of hair. Making our point that with the right plan, you can live life the way it is really meant to be lived.”

     

    Abhik Santara, Senior Vice-President, O&M, says: “The communication task for any financial product is duel. First is to create excitement for the product and the second is brand persuasion. Our campaign, hopefully, will make the category ‘interestingly’ desirable without making one grim with future anxiety.”

     

  • Managing Director Fayas MP could find a foothold for his premium brand in Kerala on the proposition that hair fall and hair loss cuts across demographic lines and hence the price should not matter

    Indulekha: Common man’s premium product

    By Shramana Ganguly

     

    The Kerala-based Mosons Group, established in 1976, was a manufacturer and supplier of coconut oil extractions before Fayas MP, 30, took it in a new direction. A psychologist by qualification, the third-generation businessman and managing director of the company, successfully experimented with premium coconut oil under the personal care brand Indulekha, now being acquired by Hindustan Unilever.

     

    “Fayas wanted to challenge himself by launching a premium hair oil in the Kerala market that was already flush with coconut hair oil,” said Anant Narayan, branch head of Carat Media, the advertising agency that’s been handling the accounts for Indulekha Bringha Oil, Indulekha Satapatri Skin Cream, Indulekha Akrot Face Pack and Indulekha White Soap since 2012.

     

    Indulekha Skin Care Oil was launched in 2008-9, followed by Indulekha Gold Hair Oil, which was renamed and relaunched in 2010-11 as Indulekha Bringha Oil, now the group’s flagship. The fine-tuning helped. “We marketed the brand as a 100% ayurvedic and medicinal brand rather than a cosmetic product and stressed on its main content, bringha,” Narayan said. Today, the brand has 10 products in the hair and skin care segments.

     

    “Indulekha is the common man’s premium product,” said Alex Thomas, brand head, who was part of the launch team and works closely with Fayas. He was handling the account when associated with the Fertile Isle agency before joining as brand head.

     

    Fayas could find a foothold for his premium brand in Kerala on the proposition that hair fall and hair loss cuts across demographic lines and hence the price should not matter. A 100 ml bottle of Indulekha Bringha Oil costs Rs 432. By 2012, the company had roped in Carat Media as it expanded to other areas including Maharashtra and the Middle East. In 2014, Fayas brainstormed with Thomas and Narayan over possible innovations and introducing a product differentiator. “That is when the selfie comb bottle happened,” said Narayan.

     

    The bottle with a patented comb-shaped cap has been popular since its launch in 2014, with sales rising at a 30% pace since then. The company had drawn up plans for expansion to other Indian cities when it caught HUL’s attention, said a person associated with the brand.

     

    When Fayas joined the company, started by AC Moosa and then continued by his son Anwer MP, it had diversified beyond coconut oils and coconut shell powder manufacturing and introduced extra virgin coconut oil into the market. The family also ventured into making machines for coconut-based products.

     

    Source:The Economic Times

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

    Licensed to republish

     

  • Cadbury Bournville refreshes its pack design and launches a new 360-degree campaign

    Cadbury Bournville reintroduced in new avatar; unveils new campaign

    By A Correspondent

     

    To remind a busy executive or a home maker to take out time for unwinding, Mondelez India has re-introduced Cadbury Bournville. The product is crafted from fine quality cocoa, carefully selected and refined to deliver an elegantly smooth, dark chocolate experience that captivates the senses with lingering cocoa character, that will set the mood right and add that extra flavor and delight to ‘personal unwind time’, at the end of each day.

     

    “We realize the importance of an individual’s unwind time and we want people to celebrate this end of day routine and reward themselves. By introducing Cadbury Bournville as the perfect unwind partner, we hope to enhance this experience for our consumers. We are confident that the rich & irresistible taste of the Cadbury Bournville will heighten your senses and the lingering after-taste will leave you craving for more wind down moments,” said Prashant Peres, Director – Marketing (Chocolates), Mondelez India.

     

    Mondelēz International has the strong credential in space of Chocolates; and is the maker of some of the leading Global Dark Chocolate brands in the world, like Cote O’Dor and Green & Black. Dark Chocolate is still a nascent category and Cadbury Bournville believes that the current positioning will help establish the end of the day occasion which will eventually lead into developing the Dark Chocolate category in India.

     

    With a structured aim at targeting the Cadbury Bournville’s core target audience, this campaign will be supported by a new TVC, extensive sampling, outdoor advertising and interesting digital engagements. The creative agency for this campaign is Ogilvy & Mather; digital & media agency is Pinnacle (Madison).

     

  • We needed a strong and credible face who could help people understand the role of supplementation in addition to balanced diet and exercise as part of leading a healthy lifestyle, says Anshu Budhraja, CEO, Amway India

    Amway India signs Farhan Akhtar as brand ambassador for Nutrilite

    By A Correspondent

     

    Direct selling FMCG company Amway India has signed Farhan Akhtar as brand ambassador to promote the Nutrilite range of the products.

     

    Speaking on the occasion, Anshu Budhraja, CEO, Amway India, said, “We needed a strong and credible face who could help people understand the role of supplementation in addition to balanced diet and exercise as part of leading a healthy lifestyle. Farhan Akhtar was an obvious choice.”

     

    “In India, Nutrilite has firmly established itself as the leading brand in the vitamins and dietary supplements category. The brand contributes more than 50% of Amway India’s turnover. We are confident that Farhan’s association will provide a further fillip to the Nutrilite brand in the country. We plan to launch a high decibel 360 degree campaign in early 2016 to leverage the association of Farhan Akhtar with Nutrilite,” added Budhraja.

     

    Talking about Farhan Akhtar as Brand Ambassador for Nutrilite, Sundip Shah, Chief Marketing Officer, Amway India, said, “Besides being talented and versatile, Farhan is physically fit with a stature and youth appeal that resonates well with Nutrilite’s world class image offering the best of nature and the best of science for optimal health. Consumer response to the association of Farhan with Nutrilite has also been very positive.”

     

     

  • A whacky in-house video highlights the CarDekho app as the best proposition for car purchase

    CarDekho’s Monu-mental’ TVC to ‘Feel the Car’

    By A Correspondent

     

    Automobile buy-and-sell platform CarDekho has released a quirky new TVC campaign that highlights the new ‘Feel the Car’ feature available on the CarDekho app.

     

    Speaking on the TVC, LK Gupta, CMO, CarDekho, said, “We know how attached Indian consumers are to their cars, and we know how crazy our own employees are to develop product features to really bring alive a virtual car experience. This new TVC is the perfect way of defining the new feature, explained and demonstrated by the actual mavericks behind the development. Additionally, all aspects of the production were taken care of by our in-house team to maintain the integrity and clarity of the messaging. We are confident that our new feature will enhance user experience and allow consumers to make the most informed car purchase decisions.”

     

    With a full 360 degree interior and exterior view, recreation of the sounds such as horn, ignition or revving, and embedded video and text pop-ups to explain various car features, CarDekho’s ‘Feel the Car’ feature is a high-functionality development, notes a communiqué.

     

  • The 'Main Hoon Toofani' campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change, notes a communiqué

    Thums Up brings back toofani thunder with Salman

    By A Correspondent

     

    Popular cola brand Thums Up has unveiled a new TVC-led campaign titled, ‘Main Hoon Toofani’ that is in line with its long-running creative message of adventure and machoness.

     

    The ‘Main Hoon Toofani’ campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change, notes a communiqué. The TVC has been created by Leo Burnett, led by Sachin Das Burma. Commenting on the campaign, Burma said: ‘Thums Up has always been the drink of people who have a sense of restlessness and thunder within. Restlessness to get what they want, to go beyond, to achieve what they set their hearts and minds to. This year too, the campaign reflects the attitude of the brand, and the people who have made it the numero uno cola in our country. The narrative this year is to showcase ‘I will not settle for anything less’ and the no-compromise belief of the Thums Up drinker. This is where the ‘Main Hoon Toofani’ philosophy comes alive.”

     

    The new 360 degree campaign leverages mass media on OOH sites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook and Twitter.