MxMIndia

Category: PRODUCTS

  • ICICI Lombard has launched an integrated media campaign titled ‘Game of Life’

    ICICI Lombard goes for ‘Game of Life’ gamification

    Said Sheena Kapoor – Head Marketing, Corporate Communications & CSR, ICICI Lombard: “We are really excited about our new brand campaign ‘Game of Life’. In our constant endeavour for innovation, the campaign is an original and disruptive take with a unique narrative and tonality inspired from gaming world and gaming characters! The central theme being the game of life is wrought with uncertainties and urges the viewer to stay protected and ‘revive’ oneself with ICICI Lombard’s insurance solutions. By putting the characters in a game-like scenario, we created a relatable story combining situations from real-life to communicate how life can be enhanced when you have apt protection shield in place. Gamification was not just merely a creative choice, but a strategic endeavour to engage with the audiences, especially the younger generation to help them appreciate the value of insurance early in life.”

    Added Talha Bin Mohsin & Mahesh Parab – Executive Creative Director, Ogilvy: “If our lives weren’t complicated enough, the pace at which our everyday world is evolving makes each day of ours a little more unpredictable. A lot like a video game. This observation is what led us to a unique execution which captured the vulnerability of our lives today. Stressing the natural need for a higher level of protection which comes effortlessly to an insurance giant like ICICI Lombard with its innovative suite of insurance products. Almost making ICICI Lombard the Respawn button of our lives.”

  • The two-part  series is part of the Bas Ghar Sajayenge campaign

    Talented creates ad series for HomeLane

    HomeLane, the interior solutions brand, has embarked on a creative journey with Talented to unveil a two-part ad series (together with UBIK Films and directed by Surjo Deb) that it hopes will “redefined traditional home decor advertising by taking a commonplace metaphor very literally”.

    Said Aarushi Periwal, Creative and Founding Member at Talented: “The films are nothing but an unvarnished glimpse into a homeowner’s worst nightmare. They are completely familiar, and yet entirely foreign. They depict reality not as it is but as it appears in the minds of these homeowners. Hence, to make them feel painfully relatable, showing both the pretty and pretty ugly sides of home interiors became tantamount. The only guardrail was to make this campaign memorable. ‘Sar khana’ and ‘Topi Pehnana’ is the start of a creative device that we hope the brand can own,”

  • It is crafted by Ogilvy India and directed by Piyush Pandey

    Fortune celebrates ‘Ghar Ka Khana’

    Adani Wilmar has unveiled its latest brand campaign for Fortune, its flagship edible oil brand. Titled ‘Ghar Ka Khana Ghar ka khana hota hai’, it is crafted by Ogilvy India and directed by Piyush Pandey.

    Said Mukesh Mishra, Vice President – Sales & Marketing, Adani Wilmar:  “We aim to inspire people to rediscover the pleasure of cooking and savouring homemade dishes, fostering stronger bonds with their loved ones. At Fortune, we believe that home cooking is more than just preparing a meal; it is an experience of the senses.”

    Added Piyush Pandey, Chief Advisor at Ogilvy India: “Fortune has consistently celebrated the joys of eating at home with its message – ‘Ghar ka khana, ghar ka khana hota hain’. We decided to take that thought to the next level by setting the narrative about home-cooked food in a restaurant… We anticipate that the phrase, ‘Ghar ka khana, ghar ka khana hota hain’ will catch on in a big way and stay in people’s minds for years to come.”

  • Campaign for self-test under Emcure Pharmaceutical’s ‘Anemia Mukt Nari’

    Twinkle Khanna urges women to check their iron levels

    Emcure Pharmaceuticals announced the launch of ‘Unmask Anemia’, an initiative to create awareness around iron deficiency anaemia in India. In a video message released by Emcure, actress turned author Twinkle Khanna, who is also an advocate for women’s rights, draws interesting inferences around women empowerment from various ad campaigns. She also urges brands to join Emcure in spreading awareness about anaemia calling upon women to visit Unmask Anemia website (https://unmaskanemia.com/taketest) and take the self-test.

    Said Namita Thapar, Whole-time Director of Emcure Pharmaceuticals: “Despite advances in anemia interventions, its burden remains significant in India. Every second woman in the country suffers from iron deficiency anaemia, but the lack of awareness prevents timely diagnosis. Emcure has been trying to address this deficit of iron in women for many years and we are proud to have a strong woman like Twinkle Khanna supporting us in our endeavour. We hope that our initiative of ‘Unmask Anemia’ will help bring about awareness and an increase in anemia screening, diagnosis and treatment. We have been passionately doing a host of things around patient education and awareness, including a one-o-a-kind show on women’s health called ‘Uncondition Yourself’ on YouTube, and Unmask Anemia is an extension of such initiatives”

  •  The agency: TBWA\India

    JSW Paints digital film titled ‘Sundar Soch Ke Dekh’

    JSW Paints, part of the US$ 23 billion JSW Group, has unveiled its new ‘Think Beautiful’ digital campaign. It champions that real beauty resides in our thoughts and actions, notes a communique.

    Said AS Sundaresan, Joint MD, and CEO of JSW Paints: “Our Think Beautiful series of films show how being thoughtful can make our world much more beautiful. In this new Think Beautiful film, we bring out how today’s younger generation’s thoughtful and meaningful actions can help spread happiness around us and build a very inclusive society.”

    Added Govind Pandey, CEO, TBWA\India: “An inclusive gesture holds profound beauty, transcending boundaries and nurturing connections.”

    Said Russell Barrett, CCExpO, TBWA\India: “Think Beautiful is more than a baseline, it’s a platform idea. In this film we’ve explored yet another dimension of this platform and the transformative power of inclusivity, illustrating how even the smallest acts of kindness can catalyze positive change in society.”

  • The lifestyle technology ‘weartech’ brand

    Nu Republic campaign stars Farhan and Shibani Akhtar

    Nu Republic, the lifestyle technology ‘weartech’ brand, has announced its new brand campaign today, featuring actor-film-maker Farhan Akhtar and his wife Shibani.

    Commenting on the launch, Ujjwal Sarin, Founder, Nu Republic: “Farhan Akhtar and Shibani Akhtar embody the ethos of Nu Republic through their multifaceted accomplishments.”

  • Retail media's upper-funnel, brand awareness capabilities are growing stronger as advertisers demand similar opportunities in commerce led verticals like travel and finance, notes the study

    Criteo study says 83% of publishers eye retail media investment

    Brands, agencies, retailers, and publishers worldwide are embracing retail media and the larger world of commerce media to drive meaningful outcomes. Criteo, the commerce media company, has conducted a global study of more than 1000 brands, agencies, retailers and publishers in a report titled ‘The Great Defrag: how commerce media will unite advertising in 2024’, bringing together perspectives from all players and all regions into one cohesive story of how to advance retail media to the next level.

    The study revealed that 83% of publishers globally are open to tap into retail media adspend by embedding products on their web pages, opening up more inventory opportunities for offsite campaigns. The data also illustrates how retail media has evolved beyond purely sponsored product ads. Overall, 85% of brands and agencies agreed the ability of retail media to drive upper-funnel brand awareness is growing stronger.

    Said Brian Gleason, Chief Revenue Officer, Criteo: “Advertisers, publishers and retailers want to make full use of this new media and our mission is to make it as simple as possible. The easier it is for all parties to successfully buy and sell retail media, the faster we reach the potential of this $100 billion market opportunity.”

  • Prior to joining Kotak, Kotian led corporate communications for Visa across India and South Asia

    Kotak gets Prasanna Kotian to head corp comm

    Prasanna Kotian
    Prasanna Kotian

    Kotak Mahindra Bank Limited has announced the appointment of Prasanna Kotian as the new Head – Group Corporate Communication to oversee and drive external and internal communications for the Kotak group of companies. Prior to joining Kotak, Kotian led corporate communications for Visa across India and South Asia.

    Said Rohit Bhasin, President – Retail Liabilities Product and Chief Marketing Officer, Kotak Mahindra Bank: “We welcome Prasanna Kotian to the group marketing and communication team. His experience and leadership will be instrumental in strengthening our brand and fostering effective communication with all our stakeholders.”

    Added Kotian: “I am excited to join Kotak at an interesting time when the company is focussed on transformative change across the Group. I look forward to collaborating with the talented team here to enhance our corporate communication strategies and stakeholder communications helping strengthen the organisation’s reputation across our key stakeholders.”

  • Conceptualised by Ogilvy

    Fevikwik gel launches quirky campaign

    Pidilite Industries Limited has announced the launch of a new campaign ‘Galti Sudharne ka Mauka De’, for its latest variant Fevikwik Gel.

    Says Manish Dubey, Chief Marketing Officer, Pidilite Industries Ltd: “Fevikwik dominates the instant repair category to the extent that it is the only brand people think of when it comes to repairing broken items. However, we recognised that in some cases, repairers need a few more seconds to readjust the pieces for a perfect outcome. This realisation prompted the development of Fevikwik Gel. Our new Fevikwik Gel represents a significant advancement in the instant repair category. The campaign, employing trademark Pidilite humour and real-world situation, illustrates how Fevikwik Gel streamlines the repair process by facilitating swift corrections and enables users to approach any repair or adhesion task with ease and confidence.”

    Added Piyush Pandey, Chief Advisor, Ogilvy India: “Pidilite is a forever innovative company. This time the innovation is with Fevikwik Gel. The Gel gives you that little extra time that you require for adjusting before permanently fixing. The Fevikwik team at Ogilvy & Pidilite found it to be another great opportunity to communicate product benefits in Pidilite style which leaves a smile on your face.”

  • It is curated by Toaster India

    Swiggy Dineout unveils ‘Sharma Ji Ki Beti’ campaign

    Swiggy Dineout recently launched its latest campaign, Sharma Ji Ki Beti, aimed at “revolutionizing” the dining out experience for Indian consumers. The campaign was conceptualised by Toaster India.

    Said Aparna Giridhar, VP, Marketing, Swiggy: “This creative route plays up a new social validation of using Swiggy Dineout before stepping out as the right way to eat out, especially during our biggest annual festival. By humorously portraying this, we encourage users to emulate ‘Sharma ji ki Beti’ for seeking the best dining benefits in town. Building on our core mission of providing unparalleled convenience to consumers, this campaign highlights Swiggy Dineout’s proposition of seamless & joyful dining with maximum savings.”

    Added Ira G Chief Creative Officer, Toaster India: “Swiggy Dineout is a dream client for any creative team and we’re so kicked we got to collaborate and create a campaign with them. Humour and a strong insight are given with a brief like this and we hope to do a lot more with Sharmaji ki beti as a character.”

  • It has been created by VML

    Shell launches ‘Expect more from Shell Fuels’ campaign

    Shell has launched a new marketing campaign titled ‘Expect more from Shell Fuels’. It has been created by VML.

    Introducing the new campaign, Kartiki Karihaloo, Manager Marketing, Mobility India, said: “We have always been committed to enhancing the mobility experience for our valued customers. With our latest campaign, ‘Expect more from Shell Fuels, ‘ we want to emphasise that even though life’s diverse experiences may not always exceed expectations, customers can always expect exceptional value and quality from Shell Fuels. It also builds upon our previous campaign ‘More than Just a Fuel Station’, marking another step forward in our journey towards enhancing our customer’s overall experience.”

  • For Integrated Creative

    Dentsu Creative bags Popeyes mandate

    Dentsu Creative India has won the integrated creative mandate for the American fried chicken restaurant chain – Popeyes. The account was won following a multi-agency pitch and will be serviced from the agency’s Gurugram office. The restaurant chain has 33 stores in 11 Indian cities so far.

    Ujjwal Anand
    Ujjwal Anand

    Said Ujjwal Anand, Managing Partner – North, Dentsu Creative India: “Popeyes has a cult status in the world, and we’re excited to partner with them in their journey in India. We hope to build on the brand’s legacy and of course, the crazy love.”

    Gaurav Pande
    Gaurav Pande

    Added Gaurav Pande, Executive Vice President and Business Head, Popeyes India: “We were impressed by Dentsu Creative’s strategic vision and creative acumen during the pitch process. Their understanding of our brand ethos, the Indian culture and their ability to translate it into share-worthy campaigns stood out. We are confident this collaboration will bring a fresh perspective to our marketing efforts in India.”

    Joy Mohanty
    Joy Mohanty

    Said Joy Mohanty, Chief Creative Officer – North, Dentsu Creative India: “Winning the pitch is great, but winning the hearts and minds of Indian foodies is going to take some work. And we’re ready for it! The possibilities to embed Popeyes in desi pop culture already have us pumped. So, it’s only going to get more interesting from here.”