MxMIndia

Category: PRODUCTS

  • Paying ode to the rich heritage and culture of Bihar and Jharkhand

    Tata Tea Agni Leaf launches Chhath Festive campaign

    By Our Staff

     

    Paying homage to the culture of Bihar and Jharkhand, Tata Tea Agni Leaf  has introduceed special festive packs and a special musical video celebrating the festivities, in a homage to the culture of Bihar and Jharkhand. Each day of the festival is depicted in a different style of Madhubani Art, the popular art form of the Bihar.

     

    Said Puneet Das, President, Packaged Beverages, Tata Consumer Products: “Chhath occupies a special place in the hearts of people in Bihar and Jharkhand. It is not only a festival but an emotion that people cherish and take pride in. This is why Tata Tea Agni has launched a special Chhath four-pack collection paying ode to the rich cultural heritage by diving deep into the world-renowned Madhubani artform and showcasing each day of the festival in a different style of Madhubani. The music video ‘Aava Mil Ke Chhath Manayi’ is created specially to capture the heart of the festivities- of families coming together and continuing to celebrate their inherited legacy with love and joy. This campaign proudly celebrates the spirit of togetherness and festivities, over a cup of tea!’’

     

    Added Azazul Haque, the Chief Creative Officer, Media Monks: ‘’ This campaign takes hyperlocal to the next level. Also choosing Chhath which is the biggest festival for the region, the idea was to connect with the people as one of them. The theme did just that. Chhath is a Festival of four days and not just one is a fact only someone from Bihar & Jharkhand knows and showcasing that on four packs is an idea that will connect with every person who celebrates this festival. For the video content, we wanted to convey the same and a festive music video conveying this message looked like the best idea. Also the idea is to give the people a new song as Chhath songs are a huge hit amongst the people who celebrate it.”

     

  • Launches 'BudX Uncovered' to spotlight emerging talent

    Budweiser partners with Indian, global music festivals

    By Our Staff

     

    Budweiser, the beer brand, is enhancing its presence at leading music festivals. The brand has partnered with iconic Indian and Global music festivals, including DGTL, Echoes of Earth, Magnetic Fields, Boiler Room, and Lollapalooza. At these music experiences the brand will launch ‘BudX Uncovered’, an initiative to spotlight emerging talent & sought-after artists. Budweiser will also offer festival-goers experiences at the intersection of music, art, fashion, and culture, allowing them to engage with the brand more meaningfully.

     

    Commenting on the brand’s initiatives, Vineet Sharma, VP Marketing & Trade Marketing, AB InBev India, said: “Music has always been a strong passion point for our consumers, and we are committed to elevating India’s music scene. Over the years, Budweiser has brought to India numerous international IPs like EDC, Sensation, DGTL, Boiler Room and Lollapalooza, partnered with homegrown festivals like VH1 Supersonic, Echoes of Earth and Magnetic Fields, and created our very own music platform ‘BudX’. These collaborations aren’t just about providing artists a stage; they’re about creating a global platform for local dreamers. Additionally, initiatives like BudX Uncovered highlight our differentiated approach in music, placing emerging talent in the spotlight and crafting a unique experience that resonates deeply with our consumers. We will continue to build engagements that help us connect with our audience authentically, making Budweiser synonymous with high-energy moments.”

     

  • Aims to build strong connect with customers

    Parachute Advansed Gold launches new campaign

    By Our Staff

     

    Marico Limited’s Parachute Advansed Gold, hair-nourishment & beauty brand, has launched a new TVC campaign -#InnBaalonMeinJaanHain.

     

    Speaking about the TVC, Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, said: “Parachute Advansed Gold is a brand that is widely trusted by its consumers. Reiterating our commitment to delivering the best product that delivers hair nourishment, this TVC emphasizes that truly beautiful hair has a life force of its own, and the unique ability of Parachute Advansed Gold to penetrate up to 10 layers deep to nourish your hair from within has been brought out. Through this simple, delightful and altogether beautiful narrative. We aim to build a stronger connect with our audience, encouraging them to embrace what is best for their hair.’’

     

  • Includes social media and e-commerce

    Filter Coffee bags mandate for Pantene

    By Our Staff

     

    Filter Coffee Co (FCC) has secured the digital marketing mandate, which includes social media and e-commerce, for Pantene of Procter & Gamble.  The full-service agency is set to take charge of comprehensive responsibilities, managing social media, e-commerce, and content production.

     

    Notes a communique: “After another competitive multi-agency pitch, this collaboration reinforces FCC’s position as a key player working with beauty and skin care brands, promising a journey filled with innovation, flair, and creativity.” Filter Coffee Co is headquartered in Mumbai and is headed by Anuja Deora Sanctis, its founder.

     

  • Campaign conceptualised by DDB Mudra

    Ishaan Khatter is brand ambassador for Bewakoof

    By Our Staff

     

    Bewakoof, a TMRW clothing brand, an Aditya Birla Group venture, has rolled out a brand campaign with Ishaan Khatter as brand ambassador. Designed for young consumers, the tagline is All Eyes on You! The campaign was conceptualised and shot by DDB Mudra.

     

    Said Prabhkiran Singh, Founder, Bewakoof: “As a brand built for the youth and the young-at-heart, Bewakoof have always had an edge when it comes to understanding our consumers’ preference. We have always designed with an aim of capturing the trendy, cool & high-resonance topics of the times. However, with the evolving needs of the Gen Z-alphas we had to take the game a notch higher. Born in an overtly tech-enabled & connected world, this generation finds it difficult to form real-life camaraderie. And that’s where Bewakoof steps in! Our clothing helps put a face to your cool quotient through the extensive range of expression-wear designed to be the voice of the time & the pop-culture. And just like that your Captain America t-shirt can put you on the spotlight for an Ironman wielding one or a Dwight Schrute quote doing the same for a Dunder Mifflin fan! It is important to note that Bewakoof assumes the role of the ice-breaker only, letting consumers decide the next steps! Hence- All Eyes on You!”

     

    Added Prashanth Aluru, CEO & Co-founder, TMRW:  “Bewakoof has successfully emerged as a GenZ favorite with great products, superlative shopping and post-purchase experience. It has been the OG as far as expression-wear is concerned in the country.  While the expression language has changed for the youth over the years, Bewakoof has continued to remain at the forefront of this transition. In the current tech-centric world, Bewakoof has enabled youth to connect with the world around them by sparking conversations focussed on the design language. With this campaign we intend to strengthen our connection with Gen Z across the country.  We also welcome Ishan to the Bewakoof X TMRW team and look forward to a great partnership.”

     

    Said Sooraj Pillai, Group Creative Director, DDB Mudra: “In a world focused on appearances, Bewakoof brand goes beyond just looking cool. We aim to highlight the deeper connections formed through second impressions, where actions speak louder than clothes. The “All Eyes on You” campaign embodies this philosophy, redefining the brand’s unique identity in an otherwise crowded category.”

     

     

  • Diwali 2023 Sparked a 49% Surge in Online Sales

    Criteo Report releases insights in online retail

    By Our Staff

     

    Criteo, the commerce media company, has released its insights in online retails sales, traffic, consumer behaviour and preferences during Diwali 2023.

     

    Compared to average between September 17 to 30, the impact of pivotal deal days (October 8 to 15) propelled a 26% increase in sales and an 8% surge in traffic. Diwali played a significant role in boosting online sales, witnessing a robust 72% uplift on November 10, just two days prior to the festival. The two-week period leading up to Diwali (October 29 – November 11) showcased a 49% average increase in sales and a 35% surge in traffic, with conversion rates experiencing an upswing of up to 22%. In comparison to the same two-week period before Diwali 2022, Criteo witnessed a 39% increase in online retail sales in 2023. Diwali sales in 2022 grew by 17% of that in 2021, demonstrating a clear acceleration in growth and heightened consumer intent in 2023.

     

    Said Taranjeet Singh, Managing Director, Enterprise, APAC, Criteo: “The significant increase in online sales, traffic, and conversion rates demonstrates that the holiday shopping season presents a great opportunity for businesses in India. Criteo also found that 34% of shoppers who were new buyers during the two weeks approaching 2022 Diwali made at least one additional purchase from the same retailer between November 2022 and March 2023, showcasing the possibility of acquiring new customers and turning them into repeat customers during this season. To capitalise on the opportunity, businesses should start planning and preparing early by implementing a commerce media strategy with a full-funnel and omnichannel approach to achieve seamless shopping experiences.”

     

  • Conceptualised by Ogilvy

    Bingo Mad Angles launches a new TVC campaign

    By Our Staff

     

    Bingo! Mad Angles, the snacking brand of ITC Foods, has launched a new TVC campaign along with a revamped packaging. Conceptualised by Ogilvy, the TVC features brand’s new mantra by declaring Bingo! Mad Angles is Har problem ka MMMMad Solution.

     

    Speaking about the newly launched campaign, Suresh Chand, VP, Head of Marketing Snacks, Noodles and Pasta, said: “Bingo! Mad Angles is known for its innovation, creativity and humour. With this new campaign and new pack, we’re turning up the humour quotient to the maximum. We believe that everyone has the potential to think outside the box and creative solutions to their everyday problems and Bingo! Mad Angles just elevates the entire experience.”

     

    Added Tithi Ghosh, President and Head of Office, Ogilvy South: “Due to popular demand Mad Angles is back with a bang! Earlier ads for Mad Angles created certain iconic elements like the ‘MMMM’ and the rotating triangle. The most memorable work has always played with a duality – on the surface several laugh out aloud comic moments but for those who seek a little more there is always something cerebral tucked into the narrative. Our new ad focuses on taste and makes ’MMMM’ of the product stand out with all madness Mad Angles loyalists expect from the brand.”

     

     

  • Across Hyderabad, Bengaluru and Jaipur

    Excitel launches OOH campaign on safe driving

    By Our Staff

     

    Excitel, the home internet startup, is taking its ‘Drive Safely’ Out-of-Home (OOH) campaign to Hyderabad, Bengaluru and Jaipur. This campaign aims to encourage safe and attentive driving, with messaging like “Calls are more exciting at home, Chats are more exciting at home,” and “Games are more exciting at home.”

     

    Said Varun Pasricha, Chief Operating Officer, Excitel: ”Six months ago, we launched the #Drive Safely initiative in Delhi, determined to tackle distracted driving, particularly related to internet usage like streaming, gaming, or texting while driving. It exceeded our expectations and we became the first internet company to address the issue. Now, as we extend our efforts to Hyderabad, Bengaluru, and Jaipur our mission remains steadfast. Our marketing strategy aims for more than just publicity; it aims for a profound impact. Moving ahead, our goal is to create safer roads, cultivate responsible driving habits, and ensure that Excitel continues to lead in promoting road safety, not only as a corporate mission but as a genuine commitment to our communities’ well-being.”

     

    We hope the Excitel drive has reduced the need for car drivers to carry baseball bats or hockey sticks in case there is a need to get physical and beyond the oft-used: “Tujhe maloom nahin ki mera baap kaun hai”.

     

  • The biggest and most respected names from western democracies – like The New York Times and the British Broadcasting Corporation for instance – have been despicable in the way they have dehumanised Palestinians and openly sided with Israel, writes Ranjona Banerji

    Ranjona Banerji: Racist hypocrisy of international media

    By Ranjona Banerji

     

    Ranjona BanerjiPriyadarshini Patel is head member of Ganga Ahvaan, a citizen’s forum working on conserving the ecology of the Himalayas and on the Ganga. She wrote this in the Times of India, Wednesday, November 22. For the last 11 days, 41 labourers have been trapped in a tunnel they were building into the mountains at Silkyara, in Uttarakhand. The tunnel was for the ongoing Char Dham Yatra (Char Dham Pariyojana or CDP) highway, a brainchild and pet dream of the current Prime Minister of India, Narendra Modi.

    “Despite assurances of mitigation on paper, CDP, Himachal and Sikkim make it amply clear that the damage to the Himalayas cannot be mitigated. It can, and will, collapse on our heads. The development model in this young, fragile mountain range gas been disastrous and needs course correction. Mega projects are not what the Himalayas are about, culturally or geographically. It is time to recognise that above all the Himalayas need protection from the approaching fury of climate change.”

    This is a simple reality of the condition of the Himalayas which has been pointed out over and over again by every anti-national environmentalist and ecologist. And by several anti-national geologists as well, although most such reports are buried under landslides which sometimes occur within government offices, usually deliberately.

    As media interest has sporadically shifted towards the tunnel rescue efforts, it has not and will not focus comprehensively on the Char Dham Yatra highway, on the reasons for the several disasters that have hit it, on the composition of the Supreme Court committee that is supposed to monitor it and on the resignations of experts from the committee, and the sudden shift in intent from a road for tourism to a road for defence, seemingly to get past a legal hurdle. These factors can all be found in media coverage, but disparately. When the reason for building the road against all odds and advice is the whims of those at the very top of the pyramid, the media falls short when it comes to informing its paying public exactly what is going on.

    The several shortcomings in the Indian media as it operates today have now been matched by the total racist hypocrisy of the international media in its coverage of the Israel bombardment of Gaza, after the Hamas attack on Israel on October 7. The biggest and most respected names from western democracies – like The New York Times and the British Broadcasting Corporation for instance – have been despicable in the way they have dehumanised Palestinians, reduced their deaths to statistics and openly sided with Israel war on civilians while ostensibly searching for a terrorist organisation its own government has collaborated with. Some Israeli journalists, by comparison, have shown more professionalism and gumption in coverage and comment on Israel’s heartless attacks on the civilians of Gaza.

    It is somewhat reassuring that Al-Jazeera received this letter from a few BBC journalists upset with their employer’s stance on Israel: https://www.aljazeera.com/news/2023/11/23/as-israel-pounds-gaza-bbc-journalists-accuse-broadcaster-of-bias

    As journalists have pointed out, the obsession of getting all people to answer the question: “But do you condemn Hamas”, has somehow reduced the significance of all human suffering to whatever answer is given. This is a fascist trick which the best of the best which lectures the world incessantly on bad behaviour, has fallen prey to, given in to, or is actively celebrating.

    Media gaps in coverage are increasingly the biggest when it comes to the powerful and the wealthy. To come back to India, it is vital to read this brilliant, chilling account by Suparna Sharma in Al-Jazeera, on the deaths of two senior citizens in an upmarket senior facility. Arrogance and negligence and possibly official complicity stand out.

    https://www.aljazeera.com/economy/longform/2023/11/24/a-fire-two-deaths-and-the-business-of-elder-care-in-india

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

     

  • With 'Build a Toilet, Build her Future' campaign

    Hindware continues its mission to empower girls

    By Our Staff

     

    Hindware, the bathroom solutions brand, continues its ‘Build a Toilet, Build her Future’ campaign. Conceptualised in November 2020, under the aegis of #HygieneThatEmpowers, the brand has been working on the ground in states across India to construct toilets in schools and has built more than 300 toilets in various government schools, mainly situated in remote locations.

     

    Said Sudhanshu Pokhriyal, CEO, Bath and Tiles Business at Hindware Limited: “At Hindware, we are committed to driving positive transformation in rural communities across India. We firmly believe that every girl’s right to proper sanitation is the cornerstone of a brighter future, underpinning their access to education. Our journey towards improving sanitation commenced in 2016-17, well before the official launch of our campaign, and it brings us immense pride to continue this transformative journey. Our resolute efforts are rooted in the belief that by providing these vital facilities, we are not only elevating sanitation standards but also championing education and the overall well-being of girls. This initiative is a significant stride towards creating a healthier and more equitable future for all, a future we are passionate about forging.”

     

     

  • To promote goal-based SIP Investments

    Tata Mutual Fund launches nationwide campaign

    By Our Staff

     

    Tata Mutual Fund, as a part of its ‘Desh Kare Nivesh’ initiative, has launched a multilingual national campaign titled ‘Jab Life Maange More, Badho Mutual Funds Ki Ore’, which is designed to raise awareness about the significance of investing in mutual funds through Systematic Investment Plans (SIPs).  The film has been conceptualised and produced by Broomsticks Productions.

     

    Said Prathit Bhobe, MD & CEO, Tata Asset Management: “The mutual fund industry has experienced substantial growth, with SIP accounts reaching Rs 7.30 crore and a cumulative collection of Rs 16,928 crore as of October 2023. These numbers portray the growing popularity of SIPs among Indian investors. Through our campaign, ‘Jab Life Maange More, Badho Mutual Funds Ki Ore,’ we aim to cultivate awareness and provide guidance to potential investors in taking their first step towards Mutual Fund investments, particularly through SIPs. We firmly believe that investing in mutual funds is a way of life that empowers people to take charge of their financial well-being and achieve their life goals.”

     

  • The campaign will be rolled out on television and digital media

    Creativeland ad for ArcelorMittal Nippon Steel

    By Our Staff

     

    Creativeland Asia (CLA) has conceptualised and created a brand campaign ‘Banaunga Main, Banega Bharat’ #BMBB for ArcelorMittal Nippon Steel India (AM/NS India), a joint venture between the steelmakers ArcelorMittal and Nippon Steel.

     

    Said Sajan Raj Kurup, Founder, Creativeland Asia: “Banaunga Main, Banega Bharat” is our way of uniting the nation by celebrating our collective victories while marching towards even bigger ones. Through this campaign, we aim to honour every individual who has made a significant contribution to our nation’s progress, and motivate many more to join the journey of making Bharat.”

     

    Added Bibek Chattopadhyay, head of communications at Arcelormittal Nippon Steel India (AM/NS India): “We have excitedly designed the campaign ‘Banaunga Main, Banega Bharat’ #BMBB in collaboration with creative partner Creativeland Asia. The film shows our commitment and passion for making India stronger. I believe the audience will resonate with the concept by seeing how ‘Skill, Dil & Steel se’ India is growing.’