MxMIndia

Category: PRODUCTS

  • To elevate its digital presence

    Cheil’s Experience Commerce wins mandate for Nissin Geki Korean Noodles

    Experience Commerce (EC), the integrated digital agency within the Cheil Network, has secured social the media mandate for Nissin Geki Korean Noodles.

    With this partnership, Experience Commerce aims to elevate Nissin Geki’s digital presence by deploying targeted social media initiatives designed to enhance brand awareness, engage the target audience, and drive organic growth across platforms such as Instagram, LinkedIn, Facebook, and YouTube.

    Said Daisuke Okabayashi, Vice President of Marketing at Indo Nissin Foods Pvt Ltd: ”Today, Nissin Geki Korean noodles stand as the preferred choice among young K-Lovers, boasting bold hot and spicy flavours. The immense love for Korean noodles among enthusiasts is evident. Since 2021, we’ve experienced consistent growth, and we’re now poised to accelerate our trajectory even further. It’s paramount for us to align with a strategic partner who deeply comprehends our brand ethos and can craft compelling campaigns across social media platforms. Our decision to collaborate with Experience Commerce is a strategic one; we trust in their expertise and approach, and we’re confident they will not only deliver the desired results but also contribute significantly to our aggressive growth plans.”

    Expressing enthusiasm about the partnership, Meera Ghare, Vice President and Business Head at Experience Commerce, added: “Partnering with Nissin Foods presents a thrilling opportunity for us to leverage our agency’s expertise and market acumen to drive exponential growth for the Nissin Geki Korean Noodles brand. With our collective focus on capturing the imagination of today’s youth and young adults, particularly Gen Z who are K-Lovers, through dynamic and immersive social media content, we aim to revolutionise the narrative surrounding Korean-style noodles in the Indian market.”

  • And what happens when Lucifer when beams down to the Auto Expo. Avik Chattopadhyay muses

    Avik Chattopadhyay: Lucifer at the Auto Expo!

    By Avik Chattopadhyay

     

    Lucifer was getting bored. Almost dozing off when God walked up to him and said: “Want to taste a new kind of hell?” “Sure, tell me more…” “Read on social media that the Indian automobile market is hellish.” “Hellish…or actual hell?” “Check it out for yourself. Lazing on that ottoman is making you fat.” “Okay, okay…don’t push it. Where exactly do I start? Heard that country is a huge maze.” “Seems there’s an auto show somewhere up in the north. Good place to start.” “Terrific! Never been to an auto show. Beam me down…now!”

     

    Oh man! Look at all those people streaming in! Seems the whole world is here. Imagine when they all come up…

     

    “Excuse me Sir, your pass please. Others are waiting behind you.”

     

    “Oh yes, here it is. Sorry.”

     

    So, what do we have here? They call this an SUV. Popular name here. That one there too is an SUV. Didn’t the guys in the previous hall also have a couple of SUVs?! “How is your SUV different from that in the previous hall?” “Oh, theirs is a traditional SUV…boxy. Ours is a coupe SUV. Sleek. We also have a mid-size SUV. There…” Next hall. Now, what do we have here…a tiny vehicle with bug eyes…wait, they are calling this an SUV too! “What SUV is this?” “This is a compact SUV.” As I stepped out I see a very interesting SUV parked outside. Two types of wheels. “Excuse me, what SUV is this?” “This is a tractor!” “Wow, a tractor-SUV!” “Where are you from, weirdo?” How offensive! One can get confused…this thing also has high seats and a high roof!

     

    Alright, so what do we have here? The description says “face-lift”. What could this be? “Excuse me, which part of the face did you lift?” “Ummmm…well the grille now has two chrome stripes on it…previously had one. Also, the DRL has been repositioned over the headlamp. And…” “Call this a face-lift?! More like a nip and tuck, is it not!” And there are lots of nips and tucks all around. The crowd must be liking all this stuff. A bumper here, a light there.

     

    And what’s with this “Electric” mania? It’s all over the place. This electricity is blue in colour! Fancy that!! That’s why the blue lightning streaks, outlines, highlights and letters all over. Wonder if red or green electricity works equally well. The red one would surely go with my eyes!

     

    But, where are those ‘half-vehicles’ …the ones with just two wheels? They were all over on the roads. “Excuse me, where are the ones with two wheels? Do not see them here.” “Oh, there are just a couple here. Most have stayed away. You will find them in Milan and Cologne.” “Close by?” “Where are you from, weirdo?” Now, that’s the second time in a day. Third time and I burn this place down.

     

    This green stuff on the floor is sure interesting. “That’s artificial grass!” “I see. Whatever for?” “Because we believe in green technology! Can’t you get it?” “Pardon me. You have blue electricity too. Is this the same stuff?” End of polite conversation.

     

    “You back already?”

     

    “Yup.”

     

    “Okay, am all ears…”

     

    “Do not bother.”

     

    “C’mon, humour me…”

     

    “Okay…sample this. They say it’s winter, but I found ladies standing next to vehicles shivering yet hardly wearing any clothes. They say India is a market of 1.3 billion people but when I was beaming down I saw innumerable people on feet asking for money from those in vehicles. Understand?”

     

    “Oh hell!”

     

     

  • Presents Gentlemen's Edit 2.0

    John Jacobs eyewear unveils campaign film

    John Jacobs, the eyewear brand by Lenskart, has unveiled a new campaign film to bring back Gentlemen’s Edit 2.0, featuring the journeys of actor Arjun Mathur and entrepreneur Varun Duggirala.

    Commenting on the campaign’s launch, Apeksha Gupta, CEO of John Jacobs said: “Gentlemen’s Edit 2.0 isn’t just about eyewear; it’s a tale of success intertwined with the essence of a true gentleman. Joined by Arjun Mathur and Varun Duggirala, we redefine modern elegance, weaving enduring values—integrity, kindness, and authenticity–into our narrative.”

  • The event was conceptualised and designed by Initiative India

    Big FM & Centuary Mattresses host Qoolest Sleep Concert

    Centuary Mattresses hosted the Qoolest Sleep Concert on World Sleep Day, March 15, 2024. The event, conceptualised and designed by Initiative India in collaboration with Big FM, aimed to raise awareness about the importance of sound sleep for overall well-being and provide attendees with an immersive sleep experience.

    Said Vijay Kumar Mikkilineni, GM Marketing, Centuary Mattresses, said: “We are thrilled to present the largest Qoolest Sleep Concert in India. This unique event aims to educate people about the paramount importance of sleep for our overall well-being. By integrating music, relaxation, and expert insights, we aim to highlight the crucial role quality sleep plays in our lives and nurture healthier lifestyles across the nation.”

    Added Dhirendra Singh, EVP and Mumbai Head, Initiative India: “Centuary Mattresses’ Qoolest Sleep Concert isn’t just an event; it’s a strategic masterpiece. By tapping into the trend of sleep deprivation, we, along with BIG FM, crafted a narrative that resonates deeply with consumers. This initiative positions Centuary Mattresses as a brand that understands and cares about the well-being of its audience, forging an emotional connection that transcends transactional relationships. It’s a testament to Initiative’s commitment to delivering impactful campaigns that resonate beyond traditional advertising, leaving a lasting impression on consumers and elevating Centuary Mattresses’ brand stature in the market.”

  • Crafted by VML India

    Vivo launches ‘Be the Pro’ Campaign

    Vivo, the smartphone brand, introduced its latest campaign, ‘Be the Pro’, for the all-new Vivo V30 Series. It is crafted by VML India.

    Commenting on the campaign, Geetaj Channana, Head Corporate Strategy, Vivo India, said:  “The idea is based on an interesting insight – who says everyday moments of life can’t be memorable. You can find delight in the daily, and surprises in the routine when you see it like a Pro. Vivo is committed to placing consumer orientation at the core. With our latest launch, we aim to empower users to elevate their everyday moments into Pro moments. Our collaboration with ZEISS reflects this commitment, allowing users to effortlessly capture portraits like a professional. The campaign film perfectly encapsulates our brand ethos of creating technology that brings joy to our consumers.”

    Added Sundeep Sehgal, Senior Vice President & ECD at VML, Delhi: “When you see magic in everyday life, find joy in every moment, and feel warmth in the ordinary, you make every day delightful, and you become a Pro. Our latest film celebrates the idea of ‘Be the Pro’ with an emotional story, showcasing how everyday moments become delightful and memorable.”

  • Over the next two years, Shah Rukh Khan will feature in digital, print, and TV campaigns for bp and Castrol, showcasing their wide range of products

    SRK joins Castrol India as official brand ambassador

    Castrol, BP Group’s lubricant brand, has got Shah Rukh Khan, as its brand ambassador. Over the next two years, Shah Rukh Khan will feature in digital, print, and TV campaigns for bp and Castrol, showcasing their wide range of products.

    Said Sashi Mukundan, President of BP India and Senior Vice President of the BP group: “The association with Shah Rukh Khan reflects our dedication to innovation and excellence in the automotive industry. This move embodies our shared values of performance, reliability, and sustainability. We are proud to be a part of this endeavour, as we shape the future of mobility together.”

  • Featuring a series of videos and reels featuring WPL cricketers

    Santoor by Wipro & Interactive Avenues launch campaign

    Santoor, the flagship brand of Wipro Consumer Care & Lighting, has launched its campaign “Young Soch Diaries,” celebrating the limitless spirit of modern women in association with their digital agency, Interactive Avenues, and JioCinema.

    https://www.jiocinema.com/sports/cricket/young-soch-diaries-ft-harmanpreet/3928339

    Said S Prasanna Rai, Chief Marketing Officer & Head – Ecommerce Business, Wipro Consumer Care and Lighting: “The spirit of today’s women cricketers, their accomplishments, resilience, the way they challenge stereotypes and pursue their dreams without limitations is what resonates with Santoor’s philosophy of, ‘Skin ho ya soch, always stay young’. We hope that the campaign inspires women to embrace their unique identity and explore their limitless potential.”

    Added Aparna Tadikonda, EVP – South, Interactive Avenues: “By spotlighting our women cricketers’ journeys, we wanted to help Santoor position itself as a forward-thinking, inclusive brand that celebrates the fusion of strength and beauty. We’re thrilled with the positive response #YoungSoch is receiving across social media.”

  • For an initiative named ‘One Nation 100% Nutrition’

    Supradyn & NDTV initiate campaign against micronutrient deficiency

    Supradyn, from Bayer’s Consumer Health Division, has joined forces with NDTV, for an initiative named ‘One Nation 100% Nutrition’.

    Sandeep Verma
    Sandeep Verma

    Said Sandeep Verma, Country Head, India, Bayer Consumer Health Division: “We are thrilled to embark on this journey and bring attention to the critical issue of micronutrient deficiency. The #SupradynHealthPledge is not just a campaign; it’s a movement towards better health and vitality for everyone. We believe that by encouraging people to adopt a holistic approach to nutrition, we can contribute towards moving every single Indian towards the goal of 100% nutrition.”

    Added Dr Ishi Khosla, Founder and Clinical Nutritionist, Centre for Dietary Counselling: “In India, 50 to 60% of women and children suffer from anemia, often linked to micronutrient deficiencies and inflammation—a starting point for many diseases. A key solution lies in a good diet, essential for overall health. Mental well-being is also vital, as it contributes to a healthy gut. A straightforward strategy involves simple lifestyle changes and necessary supplements to address these health issues.”

    Said Gaurav Dewani, Head – Special Projects, NDTV: “We at NDTV are proud to partner with Supradyn, a pioneering force in addressing the critical issue of micronutrient deficiency. Together, we are committed to bridging the gap in nutrition accessibility, ensuring individuals receive up to 100% of their required micronutrients. Through this collaboration, we aim to empower our viewers with the knowledge and resources necessary to lead healthier, more vibrant lives. Our shared dedication to holistic well-being underscores our mission to make a meaningful impact on India’s health and nutrition landscape.”

  • To honour essence of National Fragrance Day

    PourHome launches campaign

    PourHome, a fragrance and air care space brand, has launched a new campaign titled #ScentfulSpring.

    Speaking about the launch of the campaign, Nitin Ghuliani, Brand Manager, at PourHome said: “Get ready to dive into our #ScentfulSpring campaign, where we’re all about bringing the magic of springtime scents straight to your doorstep. I couldn’t be more excited to share this aromatic adventure with you. Let’s swap out those winter blues for the fresh, uplifting fragrances of spring! Here’s to filling your home with love, laughter, and of course, the sweet smell of success while embracing National Fragrance Day!”

  • Will feature in multi-channel campaigns and marketing initiatives

    Varun Dhawan to promote Envy fragrances brand

    Envy, fragrance brands, ropes in Varun Dhawan as its brand ambassador.

    Through this strategic move, Envy intends to bolster its brand promotion initiatives. As a part of this association, Varun Dhawan will feature in the brand’s upcoming multi-channel campaigns and marketing initiatives, including TVCs and social media campaigns.

    Said Saurabh Gupta, MD, Hamilton Sciences: “At Envy, we believe fragrances can impact positively on one’s confidence leaving others envious. Varun Dhawan is a perfect fit for our brand as our products appeal to the youth, and who better than Varun to represent today’s youth and their attitude. His energy, ambition, and unwavering confidence perfectly align with our brand values. The script demanded someone with a good sense of humor and vitality, and Varun effortlessly brings dynamism and energy to the brand. We are confident that this association will be a game-changer, propelling Envy to new heights.”

  • Positions it as the ultimate solution for big screen entertainment

    Airtel launches campaign for Xstream Fiber

    Bharti Airtel has announced the launch of a high decibel 360° campaign for Airtel Xstream Fiber.  It has been produced in collaboration with ad agency Fundamental.

    Note a communique: “The campaign features characters from popular entertainment shows burst onto the scene, symbolising the plethora of entertainment choices available through Airtel Xstream Fiber. Accompanied by a catchy soundtrack celebrating diverse shows and genres, the campaign highlights the seamless integration of leading OTT platforms and TV channels accessible through Airtel Xstream Fiber. This campaign unveils a nuanced approach to capture all the touchpoints of entertainment for the users. It integrates seamlessly with the pattern of how the current user consumes entertainment.”

  • Stars Akshay Kumar

    Lowe Lintas creates brand film for Dollar Bigboss

    Dollar Industries Limited, manufacturers of hosiery  and innerwear apparels, rolls out a new brand film starring Akshay Kumar. The film conceptualised by Lowe Lintas Kolkata.

    Said Mr Vinod Kumar Gupta, Managing Director, Dollar Industries Limited: “We have enhanced the Bigboss range to include not only innerwear but also athleisure, gym-wear, and casuals for men. Through our enduring decade-long partnership with our brand ambassador, superstar Mr Akshay Kumar, our brand has experienced substantial growth.”

    Commenting on the campaign, Mohit Pasricha, Unit Creative Director, Lowe Lintas said: “Quite frankly, being punctual isn’t something that should be even up for debate. Unfortunately, being late has become the usual norm. However, come to think about it, and we will realise that the people who should be the most ‘busy’, are in fact very particular about time. The same holds true for Akshay. Despite being such a busy superstar, Akshay is a real stickler for punctuality. So, when we conceived the new commercial, we decided to stitch Akshay’s life values with riveting water-sport action so that in the end, it is not just relatable to the audience but also makes for an entertaining watch.”