MxMIndia

Category: PRODUCTS

  • The TVC has been conceptualised by McCann Worldgroup India

    Madhuri Dixit advocates Complan in new campaign

    By Our Staff

     

    Complan, the health food drink from Zydus Wellness Ltd, has announced a new “I’m Complan Boy-Girl” campaign featuring Madhuri Dixit and South Indian actress Sneha. In the new communication Madhuri & Sneha are highlighting criticality of Protein for growing kids.

     

    The TVC has been conceptualised by McCann Worldgroup India and will air on TV in five languages – Hindi, Marathi, Bengali Tamil and Telugu. This video will be available across all of Complan’s digital and social media platforms.

     

    Speaking about the Complan’s newly-launched campaign, Tarun Arora, CEO, Zydus Wellness, said: “Complan is an iconic brand in children’s health food drink category and contains 100% milk protein. Over the years we have highlighted to mothers the need to provide right quantity of good quality protein for full growth of kids. Madhuri and Sneha are not only known as superstars and acclaimed actresses but also as caring mothers who are completely involved in their kids’ growth and development. Because of this credibility, we decided to partner with them to help educate mothers about criticality of protein in their children’s growing years and to make the right nutritional choice, and therefore, to highlight how Complan is the superior solution to cater to this need.”

     

  • The building materials company

    Akshay Kumar signed as Brand Ambassador of SG Mart

    SG Mart Ltd., the building materials brand, has signed Akshay Kumar as its brand ambassador. SG Mart aims to expand its brand presence across the nation post this.

    Said Shiv Bansal, Joint Managing Director of SG Mart Ltd: “We are delighted to announce Akshay Kumar as the esteemed brand ambassador of SG Mart. Akshay’s versatility and dedication to excellence match the core values of the platform as it features cutting-edge building materials from industry-leading Indian brands. Through this alliance, we aim to establish a connection with our valued customers, ensuring that our exceptional marketplace becomes the preferred choice in the infrastructure market as construction projects rise in the country.”

  • For markets in Mumbai, Kolkata, Delhi, Hyderabad, and Bengaluru

    Liqvd Asia rolls out commercial for Infino ice-cream

    Devyani Food Industries Ltd (DFIL), a part of the RJ Corp group, has introduced Infino, a premium ice-cream brand in the markets of Mumbai, Kolkata, Delhi, Hyderabad, and Bengaluru. As part of this launch, DFIL has unveiled two digital video commercials (DVC), conceptualised by Team Liqvd Asia.

    Commenting on the DVC launch, Sudhir Chavan – CEO, DFIL said: “Brand Infino is an embodiment of elegance and exquisite taste. With the brand’s launch, our aim was to redefine the ice-cream landscape, offering a sensory journey that transcends consumer expectations. With our brand films the objective was clear – we need to depict the essence of indulgence, decadence and sophistication, thereby showing the world our brand’s unique offering and superior quality. We believe this launch will not only redefine ice-cream experience for consumers but also set new standards for premium offering in the Indian market. Selecting digital launch for both our “brand films” was a strategic decision rooted in the dynamic landscape of consumer engagement. In a world where digital platforms are omnipresent, we aimed for a wide impact with our target audience across platforms and markets. The films that we have released embodies our brand ethos and communicates how the brand and products are perceived.”

    Sunil Gangras, Head of Creative Services, Liqvd Asia added: “When we were thinking about manifesting the magic of Infino in the creative expression, we wanted to disrupt the premium segment with a product that not only smacks of elitism but also is dazzlingly different in every aspect of design, and we wanted to dial up indulgence in every frame and every conversation. Our single-minded proposition was to establish INFINO as an ‘Out of this world’ brand and hence, we gave it a creative spin by creating its own universe of delight and decadence. This was achieved through a narrative that landed right on the discerning taste buds. Our creative strategy was crafted in a way that makes Infino drool-worthy and desirable enough to drive trials for this premium ice-cream brand and make a dent in the universe.”

  • Campaign conceptualised by Ogilvy India

    Zoya Akhtar & Cadbury partner for V-Day

    This Valentine’s Day, Cadbury Dairy Milk Silk from Mondelez India, plays cupid once again to highlight some “unforgettable” love stories around us.

    The brand has joined forces with filmmaker Zoya Akhtar who brings in her expertise to help couples craft their cherished moments into beautiful memoirs.

    Speaking about this, Nitin Saini, VP- Marketing, Mondelez India, said: ” Cadbury Dairy Milk Silk continues to reign as the ultimate curator of Valentine’s Day celebrations. We believe the priceless romantic moments are not always the expensive ones, therefore with this campaign, we wanted to celebrate the everyday magic of a deeper and meaningful love and create a platform for couples to express their unique stories in a truly personal and heartwarming way. The idea was to create an experience that couples could revel in by watching a movie on them, by them and gush over the cute moments that are a testament of their love. The collaboration with Zoya Akhtar adds an extra layer of creativity, ensuring this campaign will be an unforgettable celebration of the diverse and beautiful stories that make each love story unique. Combined with the power of technology, this collaboration will bring love stories to life that is bound to touch hearts.”

    Added Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India: “Where there’s love, there’s a story. And there can’t be a better gift than your story made into your own AI movie. When Akshay Seth came to us with the ‘Story of Us’ we instantly loved it, but the execution was a challenge. It involved a partnership between Cadbury Silk x Zoya Akhtar x AI x Disney+Hotstar x Millions of personal stories! Since this is the first time customized AI video generation at scale is being attempted, it took a lot for all the moving parts to come together but they finally have. The interface, with Zoya Akhtar as your guide nudges you to dig into your story and pull out the best nuggets. Then AI will turn that into a mini movie featuring Avatars of the two of you. The best stories will feature as an anthology on the streaming platform Disney+Hotstar.”

     

  • Conceptualised and executed by Barcode Entertainment

    Motorola unveils influencer marketing campaign

    By Our Staff

     

    View this post on Instagram

     

    A post shared by Motorola India (@motorolain)

    Motorola has launched an influencer marketing campaign to spotlight its Razr 40 Ultra. The ad uses ‘hyper-realistic’ CGI advertising and influencer marketing using Instagram’s Sequence feature.

    Conceptualised and executed by Barcode Entertainment, the ‘Flip into the Future’ campaign introduces three CGI ad reels placed in various “iconic” locations.

    Sharing his views, Shivam Ranjan, Marketing Head, Motorola APAC said: “At Motorola, innovation is an integral part of our brand, whether in terms of color, design, technology, or adapting modern marketing tools. Our popular flagship, the motorola razr40 Ultra, is the world’s first smartphone to be launched in the Pantone Color of the year 2024 – Peach Fuzz. This unique proposition required a differentiated and modern marketing approach to reach our target audience effectively. We are pleased to partner with Barcode for our ‘Flip into the Future’ campaign, which used modern CGI advertising and innovative influencer marketing to engage with our audience. We are delighted with the response that the audience has shown to the campaign and look forward to implementing more such unique marketing strategies to take the brand further.”

    Added Ajay Kulkarni, Director Growth – Barcode Entertainment: “The ‘Flip into the Future’ campaign is a manifestation of Barcode Entertainment’s commitment to pushing creative boundaries. By integrating hyper realistic CGI and influencer marketing, we strive to redefine the landscape of advertising, offering an unparalleled experience that resonates with our audience. Co-creating this beautiful campaign with the fusion of influencers and technology, we worked closely with Motorola to translate their vision into reality.  The collaboration between the client and our entire team has resulted in a campaign that truly captures the essence of innovation and creativity.”

  • Campaign attempts to encourage parents to believe in their children's abilities and proactively plan for their future

    HDFC Life launches brand campaign

    HDFC Life’s latest brand campaign encourages parents to believe in their children’s abilities and proactively plan for their future.

    Speaking on the campaign, Vishal Subharwal, Chief Marketing Officer and Group Head, Strategy – HDFC Life said: “Today’s young generation is far more adept at dealing with the fast-evolving world around us. In this scenario, it becomes necessary for parents to have faith in their children’s capabilities and be adequately financially prepared to support their children with the education that would enable them to chart their success stories.”

    Adding further, Rajdeepak Das, CCO Publicis Groupe – South Asia, Chairman, Leo Burnett – South Asia said: “Often today’s generation is underestimated and misunderstood because of their different approach to life. Our film takes one such example and shows how a son surprises his parents with his thoughtful gesture of using technology as the driving force in helping their business grow. And as parents the best support we can offer the next generation is insuring their future, so that their ideas can soar.”

  • Agency to handle media duties for Skore, Eva and MsChief

    Dentsu mandate for TTK Healthcare expanded

    TTK Healthcare has expanded the mandate for Dentsu Creative India. The agency will now manage the social media and media duties for three of its brands – Skore, Eva and MsChief. The account will be serviced from the agency’s Mumbai office.

    Speaking on the win, Arjun Siva, DGM – Digital Marketing & eCommerce, TTK Healthcare said: “We are delighted to extend our relationship with Dentsu Creative and add MsChief to the set of brands that we partner on with them. We’re confident their proven expertise and consolidated creative and media strengths will help us enhance our digital presence and drive business for our brands.”

    Added Sahil Shah, President – Digital Experience, Dentsu Creative India: “With this consolidation, we have further solidified our position in strengthening TTK Healthcare’s digital efforts. And, for us, the most exciting part is that we are able to see through end-to-end digital – creative, media, and data included – for these ambitious challenger brands. I am extremely confident that we will deliver both brand and business results through the power of integrated digital for TTK Healthcare brands.”

    Said Manika Juneja, Managing Partner – Digital Experience, Dentsu Creative: “We are ecstatic to strengthen our collaboration with TTK Healthcare! Our journey began with Skore and Eva, and now, with the addition of MsChief, we are truly grateful. Our team is poised to inject integrated digital excellence into these brands, ensuring they not only stand out but thrive. The ongoing partnership promises exciting success, and we look forward to achieving new heights with TTK Healthcare as our valued partners.”

     

  • Campaign to repurpose discarded underwater fishing nets as basketball nets

    NBA launches of ‘Nets for Change’

    The National Basketball Association (NBA) has launched ‘Nets for Change’, a new campaign to repurpose discarded underwater fishing nets at basketball courts in India. The discarded nets, which pose a threat to marine ecosystems, are being repurposed as basketball nets at courts that are missing a fundamental element of the game – a functional net.

    In collaboration with Publicis Communications, Middle East and Africa, the pilot project launched at a school in Mumbai with plans to expand to other markets. The league and Publicis are working closely with seaside communities in Mumbai to retrieve abandoned fishing nets, which are then transformed into durable, eco-friendly basketball nets.

    Said NBA India Head of Marketing Murtuza Madraswala: “The launch of ‘Nets for Change’ reflects our commitments both to environmental responsibility and to growing basketball across India. Discarded underwater fishing nets pose a significant environmental threat, and through this initiative we will give these nets a new purpose, so that aspiring players have higher-quality courts where they can come together to play the game.”

  • To strengthen presence in Uttar Pradesh

    Flipkart Health+ & Lowe Lintas unveil campaign

    Flipkart Health+, the digital healthcare marketplace platform, rolled out an new advertising campaign in collaboration with Lowe Lintas. This campaign aims to establish Flipkart Health+ as the preferred platform for online medicine purchases in Uttar Pradesh (UP).

    The campaign created by Lowe Lintas Bengaluru showcases Flipkart Health+ as the go-to platform for all medicinal needs with a localised touch.

    Speaking about the campaign, Dhruvish Thakkar, Head of Marketing & Growth at Flipkart Health+, said: “Within a short span of two years, Flipkart Health+ has established itself as one of India’s most trusted online pharmacy brands that is solving for affordability and accessibility across India. We’re excited to strengthen our presence in Uttar Pradesh through offers and initiatives that elevate customers’ experience and position Flipkart Health+ as a reliable healthcare partner. Through the campaign, we aim to underscore UP as a priority market for Flipkart Health+.”

    Added Arpan Bhattacharyya, Executive Director – Head of Creative, Copy (South) at Lowe Lintas Bengaluru: “As UP is a priority market for Flipkart Health+, we dug into the colorful fabric of the land and came up with characters who could deliver the message with a signature punch. We kept the messaging simple and to the point. And then turned it over to the magical duo of Saurabh Shukla and Sparsh Srivastava who added more than just a dose of swagger to the campaign. Hopefully, it’s just what the doctor ordered!”

  • To capture the spirit of spontaneous travel

    AbhiBus rolls out campaign

    AbhiBus, an online bus-ticketing platform, has launched an ad campaign that celebrates the thrill of last-minute adventures and unexpected travel plans. The series of four ads showcases the ease and convenience of planning spontaneous journeys through the AbhiBus app.

    Speaking on the campaign, Rohit Sharma, Chief Operating Officer of AbhiBus, said: “In today’s fast-paced world, we understand that the desire for spontaneous travel experiences is on the rise. Our new ad campaign embodies the essence of these impromptu adventures and highlights how AbhiBus is here to make them effortlessly possible.”

  • A Family’s DIY Experience

    A Family’s DIY Experience

    Sanjeev KotnalaThe Ikea experience is more than just assembling furniture; it is a fascinating, engaging experience reshaping how we perceive DIY craftsmanship. No doubt IKEA is changing the furniture space one piece at a time.

    DIY, short for Do It Yourself in furniture assembly is new to Indian customers. For us, fully assembled, no-nonsense furniture is the norm. And if they are to be made at the site, the seller must better send the carpenter to do it. Our apprehension and discomfort associated with assembling furniture stem from unfamiliarity, perceived complexity, and concerns about potential damage.

    However, it is not so tough for a well-informed and slightly more confident – mainly from the new generation. Ikea had given wings to it.

    So here is what happened when our family tried it out with a simple three-drawer cabinet during the weekend.

    My daughter identified it (the three-drawer cabinet) on the Ikea site, saw it at the Ikea shop and then ordered it for delivery at home. We all thought that it should not be complicated.

    The assembly was in a slim, minimalistic, safe, and robust packaging. Something that one did not associate with e-commerce. The unboxing ceremony was eventless, but soon all the elements were on the floor.

    There was an immediate urge to start assembling it. How tough it could be?!

    The initial optimism soon gave way to a realisation – the task was more intricate than anticipated. Different-sized panels with varied holes, grooves suggesting interlocking parts, and an assortment of screws confronted us. A 3D puzzle with eight different types of screws, locks, and holders was before us. The initial thought was to call professional help, and UrbanClap sounded the best option- till someone discovered the assembling booklet.

    And the family decided that we would try it out and make the whole thing.

    This booklet was the saviour of the situation. However, there were no words but pages after pages demonstrating some 38 steps to follow. Simple sign language of pointers and crosses and tick-marks. Instruction to match the dots on the board with the screw number that would go in there. I would call it idiot-proofed, ensuring that even beginners could navigate the assembly process effortlessly.

    There was no way things could go wrong.

    The challenge arose when our tools at home were far from Ikea’s specific requirements. There was no star-headed screws and even a hammer. So, the juggad tendency took over, and the innovative solutions of using a knife and spoon and such items from the kitchen took over. And as for the hammer, the back of the screwdriver and belan took over.

    So, we started the family activity- the best part of the whole process.

    Everyone joined in. What followed was a delightful family activity lasting about three-and-a-half hours, punctuated by a well-deserved 30-minute tea break. Each family member played a unique role. The daughter took the lead in understanding and reading the manual. I took the role of macro directing, and my wife, who is not so mechanically inclined, took charge of putting the pieces together. The process was not just about building furniture; it was a lesson in understanding structural connections, channels, and lock-ins.

    The family members learned how things are held together, about channels and lock-ins. They truly admired the thought that has gone into designing every piece of DIY structure. More, so at the end, get up to say- not that harsh- not so bad- brilliant.

    It was joyful and playful working together. The family had its first DIY Ikea three-chest drawer that worked, and there were wild cheers when the drawers actually worked. The smiles and satisfaction that accompanied the completion of our first DIY Ikea three-chest drawer were invaluable.

    I believe such events help strengthen the family bond. And I suggest some offices take it as a bonding exercise.

    I may use a somewhat complex DIY structure in my workshops. Ensure that teams get different pages of the manual so that, in the end, they can derive new learning of coordinated, cooperative teamwork. The client would also get a fresh piece of furniture in the process.

    Our family thoroughly enjoyed the Ikea DIY adventure, and we’re eager to explore more projects in the future. So, try it out whether you’re a seasoned DIY enthusiast or a novice contemplating furniture purchases.

    Maine Ikea Kiya – Kya Tumney Kiya? Take the plunge into the DIY world, and you might discover not just furniture but a new way to bond and create memories with your loved ones.

  • To secure the financial future of loved ones

    SBI Life rolls out campaign

    SBI Life Insurance has unveiled a campaign to emphasises the importance of securing the financial future of loved ones.

    Said Ravindra Sharma, Chief of Brand, Corporate Communication & CSR at SBI Life: “SBI Life remains at the forefront of comprehending the evolving needs of today’s consumer. The surge of the need for ‘responsible ambition’ continues to captivate individuals nationwide, where the coexistence of personal dreams and family responsibilities is becoming a societal norm. This campaign serves as more than a mere directive; it embodies the essence of trust and reliability that SBI Life is known for. We stand as enablers, encouraging individuals to pursue their dreams with the assurance that their loved ones and responsibilities are secured. Our ongoing campaign humbly celebrates the balance between personal ambitions and family responsibilities, reflecting the enduring values of trust, reliability, and commitment that define SBI Life.”