MxMIndia

Category: PRODUCTS

  • To create awareness, PSE cantered hoardings, banners, poles and splashed bus branding around the city

    Percept bags integrated campaign for Kalinga Lancers

    By A Correspondent

     

    Percept Sports and Entertainment has bagged the prestigious mandate of managing and executing the integrated marketing and promotion campaign for HIL’s Kalinga Lancers. Percept Sports & Entertainment is responsible for handling the 360-degree scope of work encompassing conceptualizing, planning and executing the entire campaign for Kalinga Lancers.

     

    To continue the momentum of last year’s popularity of Kalinga Lancers, and to make the event bigger and better in HIL 2016, PSE made the most of a diverse range of media platforms including electronic media, BTL, social media, out of home, and the overall branding of Kalinga Lancers.

     

    Kalinga Lancers is a field hockey team based in Bhubaneswar, Odisha. This is the 3rd season of Kalinga Lancers with Hockey India League. It is jointly owned by Odisha Industrial Infrastructure Development Corporation (IDCO) andMahanadi Coalfields Limited (MCL). Former Australian player Mark Hager is the head coach of the team while former Indian captain Dr. DilipTirkey is the chief mentor and advisor of the team.

     

    The assignment includes managing the games at Kalinga Stadium end to end inclusive of production, security, ticketing, team management, and accreditation, also promoting and marketing the matches across mediums spanning social media, print, TV, radio & OOH.

     

    Percept Sports & Entertainment presented a sporting radio jingle and TV Commercial for Kalinga Lancers along with a playing contest, sharing posts, and re-tweeting on Facebook and Twitter. It further executed the on-ground activation in malls by inviting team players to the mall. Players also attracted the throng in schools by having one-on-one interactions with the kids. To create awareness, PSE cantered hoardings, banners, poles and splashed bus branding around the city.

     

    The integrated marketing and promotion offered by PSE also comprised the service of welcoming players, player’s photo-shoot, conceptualizing and executing the newspaper ads, the launch ceremony of the jersey & mascot, ticket selling at box office and via book my show, promoting the brand via in-stadia branding and also executed the parking plan and security plan during home matches.

     

    Commenting on the success of the event, Jaydith Debta, Manager – Operations & Marketing, Kalinga Lancers said, “The HIL event in Bhubaneswar demanded meticulous planning and attention to detail. The entire team of Percept Sports and Entertainment has boundless energy and enthusiasm. I really appreciate all the hard work & turmoil that went in to this to pull off an event of such magnitude and stature. PSE’s unending capacity to manage crises has reassured us all and I would personally recommend the services of PSE for such events.”

     

    Commenting on the win, Jayaram Nair, National Business Head, Percept Sports and Entertainment reiterated Percept’s dedication and commitment to the sports domain and stressed on how this project added another feather to the long run and successful history of PSE executing some of the country’s most prestigious and large format sporting events.

     

    “It’s an immense opportunity to be associated and to manage the account of the prominent team Kalinga Lancers. The mandate was won after a multi agency pitch and was a result of Percept’s thorough understanding of the 360-degree scope of integrated marketing and promotions, understanding and execution detailing that went into the pitch.”

     

  • The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately

    Vasmol assigns creative mandate to Soho Square

    By A Correspondent

     

    Hygienic Research Institute Pvt. Ltd. (HRIPL) has decided to award the brand duties of Vasmol to Soho Square. The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately.

     

    There was no pitch involved in this win, and it was awarded purely on Soho Square’s strategic approach to the brand’s marketing challenge.

     

    Ashish Chhabra

    Ashish Chhabra, Joint Managing Director, Hygienic Research Institute Pvt. Ltd. said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair color& care categories.”

     

     

    Samrat Bedi

    Samrat Bedi, Office Head Soho Square echoed those sentiments, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”

     

     

    Shashank Lanjekar

    Sr. VP, Strategic Planning, Soho Square, Shashank Lanjekar, was also of the same opinion, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”

     

  • The campaign takes a fresh look at long term investing by aptly bringing out the analogy of long term relationships

    ICICI Pru pushes long-term investment gains in new MF ad

    By A Correspondent

     

    In order to help investors understand the benefits of remaining invested for longer periods, ICICI Prudential Asset Management Company Limited has launched its latest Investor Education campaign #StayInvested. The campaign takes a fresh look at long term investing by aptly bringing out the analogy of long term relationships.

     

    The campaign has been conceptualized by Lin Engage, the experiential marketing & activations division of the MullenLoweLintas Group. The campaign begins with a couple shown celebrating their tenth wedding anniversary. Upon being asked by his younger brother on how it feels to be together for ten years, the male protagonist replies by saying that ‘when everything is good it’s magic, when it’s not good then use logic.’ He further goes on to elaborate how one needs to be patient in a relationship and keep hanging on till one reaps the benefits of being together for a long time. That’s when his better half intercepts and asks him if he is talking about their marriage or about a mutual fund that they have invested in. He realises he’s been caught and sheepishly says: both! The VO further explains why staying invested for a long time is the right thing to do.

     

    Speaking on the launch of this initiative and the thought process behind it, Abhijit P Shah, Head- Marketing, Digital and Customer Experience, ICICI Prudential Asset Management Company said “Patience in equity markets is rewarding, and the longer one invests and waits, the better are the rewards. In fact, it does not matter at what level the market is if you are a long haul investor and keep investing steadily. We believe this campaign will help drive home the need to stay invested for longer periods of time in the minds of retail investors.”

     

    Also, through the digital leg of the campaign, investors can make use of a ‘Long Term Investment Calculator’. This tool helps investors calculate how your investment would have grown if you had stayed invested over a long term. One has to simply enter the investment horizon and amount of investment and the calculator will display the total value of your investment and the number of times it has grown.

     

    Vasudha Narayan

    Elaborating on the creative approach taken behind the campaign, Vasudha Narayan, Executive Creative Director said, “The brief was unique which is to stay invested for a long term in mutual funds. The creative idea we hit upon was fairly simple: be it mutual funds or marriage, don’t quit or walk away at the first sign of trouble. The longer you stay, the more the rewards.”

     

    Under the aegis of this campaign, a high impact TV campaign is being aired across leading national channels and will be coupled with an extensive digital campaign across various social media platforms, to drive reach & visibility.

     

  • The brand has decided to take a bold move forward, in alliance with the creative stewardship of Whyness

    VIP opts for Whyness as its creative agency

    By A Correspondent

     

    Following a multi-agency pitch, Whyness has been handed the creative mandate for VIP, the country’s luggage leader and one of India’s most iconic brands.

     

    As VIP looks to consolidate market share and deepen the relationship with its traditional consumer base as well as appeal to a younger audience, the brand has decided to take a bold move forward, in alliance with the creative stewardship of Whyness.

     

    SudipGhose

    Commenting on this partnership, Sudip Ghose, Vice President – Marketing, VIP Industries, said, “Whyness has already helped us successfully launch Carlton Luggage and establish it as a major player, with a 50 per cent growth rate last year. Throw in Ravi Deshpande’s wisdom and leadership and I believe the flagship VIP brand is in the best possible hands.”

     

     

    Ravi Deshpande

    Ravi Deshpande, Chief Creative Officer and Founder, Whyness, said, “It’s a huge win for Whyness. Our team is deeply excited to now hold the reins of a brand that has been integral to the lives of most Indians. We look forward to steer this much-loved brand in a fresh creative and strategic direction.”

     

  • Mercedes Project X – The Winner’s way – a unique branded content initiative involving five music maestros of India on one platform

    MEC India engineers a musical content collaboration for Mercedes Benz

    By A Correspondent

     

    MEC India has collaborated with Mercedes Benz and music maestros – AR Rahman, Shubha Mudgal, Ranjit Barot, Salim Merchant and Amit Trivedi to unveil the winner’s anthem, “Khushnuma” at the Auto Expo.

     

    Mercedes Benz has completed 20 successful years in India and is celebrating its ‘Winning’ moment this year. The anthem and its accompanying music video were premiered at the Auto Expo 2016 on February 3rd for an exclusive guest list, amidst a stunning line-up of cars from Mercedes Benz. It is a first ever collaboration between eminent musical artists like A R Rahman, Salim Merchant, Shubha Mudgal, and Amit Trivedi, blending their signature styles into one melodious track, led by Ranjit Barot.

     

    Sharing his views on this content collaboration, Kumar Sinha, National Head (Content), MEC India said, “MEC has been associated with Mercedes Benz in creating unique content ideas & associations beyond traditional marketing activities, to strengthen the equity of the brand. Music in India has a rich heritage and a wide appeal. Combining this special music composition with an engaging audio-visual story has created a memorable piece of content for the brand.   The journey of overcoming challenges, flourishing and ultimately carrying that success home is captured in the music video. It’s the celebration of an individual’s quest for excellence.”

     

  • Prior to this the account was being handled by Taproot

    Publicis bags creative mandate of Cremica

    By A Correspondent

     

    Mrs. Bector’s Food Specialities Ltd has appointed Publicis as their agency partner for its Cremica range of biscuits. Mrs. Bector’s Food Specialities Ltd is one of the largest food processing companies in India. They have been a prominent manufacturer and exporter of a wide range of food products since 1982. Prior to this the account was being handled by Taproot.

     

    Anoop Bector

    On the reason to appoint Publicis, Anoop Bector, MD Mrs, Bector’s Food Specialities Ltd, said “We have been growing at a rapid pace and expanding our footprints across India steadily. We have very ambitious plans for the brand and, in Publicis, we found the creative acumen to help us communicate our brand messaging. We look forward to a fruitful partnership with Publicis India.”

     

    Hemant Misra

    Hemant Misra, CEO Publicis Capital adds “Cremica is a brand born out of love for baking. Their passion for excellence and quality is inspiring. We are excited at this opportunity of partnering them in taking the brand across the country. The challenge of competing in this overcrowded category and partnering Cremica to leadership, is one we actively look forward to”.

     

  • It will present four different genre versions of "Lush Life", which lyrics talk about having fun and experimenting in life

    Clinique encourages women to be their own pop artist through new initiative

    By A Correspondent

     

    Clinique has partnered pop artist Zara Larsson to create the industry’s first interactive music video – Play with Pop. The video, launching in late February 2016, will feature fourgenre versions of Zara’s single“Lush Life” and her look will instantly transform in each with bold lip looks from Clinique’s Pop Artistry Trend. The featured genres are Acoustic, Pop, Dance, and Country, and through this Clinique is showcasing how women express a different emotion or side of themselves when changing their lipstick.

     

    The interactive video will allow viewers to change the style of the song at any point simply by clicking the coloured bar, which correlates with different shades of Clinique Pop Lip Colour + Primer. When done so, the entire look and feel of the video will change, including makeup, hair, choreography, background and lighting.This inspiration stems from the emotion that women feel when wearing a certain lipstick shade. Melissa Knapp, Senior Vice President, Global Creative, states “When a women wears red she might feel bolder, more empowered, a plum shade might make her feel fiercer, while a nude colour may make her feel more feminine.  Therefore, we wanted to tap into that emotion for each of the genres in Zara’s look, but also how she moved, the lighting, the colours, and every other facet of the video.”

     

    Play with Pop, a global music video campaign which was directed and shot by Hiro Muraion location in Los Angeles,will encompass print, digital, and social channels. It will present four different genre versions of “Lush Life”, which lyrics talk about having fun and experimenting in life.

     

  • The campaign will convey the advantages of opting for PNG Jewellers through a captivatingly shot commercial featuring Salman Khan

    Salman Khan kicks off high-decibel integrated campaign for PNG Jewellers

    By A Correspondent
    PNG Jewellers has unveiled their new campaign ‘ParamparaAchchaiki’ with Bollywood superstar and global brand ambassador Salman Khan.

     

    ‘ParamparaAchchaiki’ stands for all 184 years of excellence and experience of serving customers and the glorious heritage. PNG Jewellers is renowned for their rich history and evolution. It’s their quality of services and quality of products that kept the brand in the top league for almost two centuries.

     

    Salman Khan has played an integral role in familiarizing the brand with global consumers in the past one year. PNG Jewellers has migrated frombeing a regional centric brand to an international one and now is planning to revamp the brand image by highlighting their glorious heritage. The campaign will conveythe advantages of opting for PNG Jewellers through a captivatingly shot commercial featuring Salman Khan.

     

    The adis directed by TejalPatni, the mastermind behind some of the most popular ad films like Jabong for Alia Bhatt, Swarovski, Capresse, and many more.

     

    “This is an exciting initiative, PNG Jewellers as a brand takes great pride in our history, heritage and legacy. Highlighting those elements in our latest campaign ‘ParamparaAchchai Ki’ will add a lot to the brand value. We are glad to have our global brand ambassador Salman Khan as the face and we intend to create an innovative and meaningful campaign”, Chairman and Managing Director of PNG Jewellers Saurabh Gadgil stated.

     

    Tista Sen, NCD, JWT commented, “PNG Jewellers with their rich heritage is a familiar brand that evokes an emotion. And it is this emotion the brand film captures. Be it gold, diamond, exquisite neck pieces, stunning earrings and elegant bangles they are all mark of the tradition and brand legacy that only PNG Jewellers can claim. Salman epitomizes these similar values and takes us through the rich legacy with lyrical images that linger on.”

     

  • The plan is to launch a multi-platform, multi-format brand for online Indians everywhere

    Vivek Law partners Sooperfly for new finance venture

    By A Correspondent

     

    Media company Sooperfly will enter the genre of personal finance in a joint venture with senior business journalist, Vivek Law. The plan is to launch a multi-platform, multi-format brand for online Indians everywhere. The soon-to-be-launched content brand will manifest across multiple social and other digital platforms, targeting audiences seeking financial advice and insights.

     

    A mix of Hindi and English, the content line-up will feature primarily bite-sized content, details of which shall be made available later this quarter. The partnership will be set in motion with content around the impending Union Budget 2016, especially for the young investor.

     

    Vivek Law

    Commenting on his debut on digital, Vivek Law said, “After a decade each in print and television, I am thrilled to partner with Sooperfly in my foray into digital journalism. I have been passionate about personal finance and financial literacy and I do believe this venture will help reach out to audiences that are increasingly consuming information through digital, instead of conventional platforms.”

     

     

    Roopak Saluja

    Sooperfly was founded in 2015 by media entrepreneur, Roopak Saluja, also Founder &Chief Executive Officer of The 120 Media Collective. The diversified content and communications group includes digital agency, Jack in the Box Worldwide and production companies, Sniper and Bang Bang Films.

     

    Roopak Saluja, Founder & Chief Executive Officer, Sooperfly & The 120 Media Collective, commented on the development, “Personal Finance or Money Management is a high priority focus for online Indians everywhere, yet it’s also a subject most are intimidated by. Expertise and credibility must power any solution to this problem. Vivek embodies both qualities in the superlative and we share a common vision of how to build a sustainable business in resolving this pain point. We’re thrilled to announce this partnership as one of the primary pillars on which we’re building Sooperfly.”

     

    Sooperfly empowers Asia’s digital video ecosystem by building content brands direct-to-audiences. Its repertoire includes music, comedy, beauty, fashion, sports, education, technology, the performing arts and more.

     

  • Cadbury Dairy Milk Silk is going all out to encourage consumers to "Say it with Silk" and indulge in the experience

    Cadbury rolls out integrated campaign ‘Say It With Silk’

    By A Correspondent

     

    Cadbury Dairy Milk Silkrecently launched a new thematic TVC, encapsulating the brand’s signature romantic nostalgia – “Kiss me…close your eyes”. The film showcases two young puppeteers craving so much for Cadbury Dairy Milk Silk, that they indulge while in the midst of a performance, thus highlighting yet another ‘Silk’ story of Cadbury Dairy Milk Silk.

     

    The launch of the new Thematic TVC comes in at the time when the brand is going all out to amplify joy on Valentine’s Day, with the ‘Say It With Silk’ campaign. Taking cognizance of how well Cadbury Dairy Milk Silk’s features resonates with special occasions, the brand had launched the ‘Say It With Silk’ campaign last year. This Valentine’s Day, the campaign being bigger, better and more engaging, the brand has introduced a 360-degree integrated campaign, that includes a special TVC, digital & outdoor activations, exciting on-ground & in-store activation and POB visibility.

     

    Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”

     

    Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather, said, “The task was to show – when you want to have a Cadbury Dairy Milk Silk, you’ve got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can’t resist a Silk craving.”

     

    ‘Personalization’ is one of the key highlights of the ‘Say It With Silk’ campaign. Be it the innovative Limited Edition Packs or the series of digital activations and engagements, Cadbury Dairy Milk Silk is going all out to encourage consumers to “Say it with Silk” and indulge in the experience. Some of these include short Silk Videos, personalized greeting videos, personalized play lists in association with a music portal, digital and social media contests, Dubsmash contests, personalized fairy tale romance books and presence on popular event/ ticketing sites as sponsors, relaying the brand messaging.

     

  • Consumers today love to be connected on the go and are always on the lookout for powerful devices and M5 Lite answers exactly that

    Gionee emphasizes on how the M5 Lite can cause ‘One Stress Less’

    By A Correspondent

     

    Gionee has unveiled a new campaign for the Marathon M5 Lite smartphone. The launch campaign, titled One Stress Less, sheds light on the constant stress in everyone’s life i.e. the stress of low battery. Due to the increasing role of smartphones, the very thought of having a low battery puts people under pressure.Consumers today love to be connected on the go and are always on the lookout for powerful devices and M5 Lite answers exactly that.

     

    Arvind Vohra, Country CEO & MD, Gionee India said, “Big battery smartphones has been a focus for Gionee and the Marathon series has been receiving phenomenal response from the consumers. Battery still remains a huge concern for smartphone users. With Gionee’s innovation and power driven technology, an exceptional battery life and powerful multimedia experience, the Marathon M5 Lite surely ensures better communication and experience. We are sponsoring the Pro Kabaddi League and the campaign is in sync with the sport highlighting the power packed performance of the Marathon M5 Lite.

     

    The campaign has been conceived by And And Brand Partner and will be supported on digital.”The continuous ‘Charger’ chant is a nod to the raiders in Kabaddi. Thus, the stress of low battery is established along with Gionee’s association with Pro Kabbadi League”, says Anand Suspi, Creative Director.

     

    The Marathon M5 Lite is powered by 4000 mAh battery providing a standby time of 450 hrsand a 32.7 hrs of talk time. The 4G LTE enabled smartphone supports Dual 4G SIMs along with OTG connectivity. The device is inbuilt with a smart power consumption system especially under Extreme mode; it can provide a talk time of 3 hours and standby time of upto 32 hours even if there is only 5 per cent of power left. The M5 Lite can be charged comparatively faster and is also capable of reverse charging – it can be used as a power bank to charge other mobiles at the same time.

     

  • Conceptualized and executed by Contract Advertising- Bangalore, the TVC will be supported by print, outdoor and digital

    Contract’s new campaign for Portea underlines the benefits of ‘Healing at Home’

    By A Correspondent

     

    Contract advertising has put out the first commercial for Portea Medical, India’s largest and fastest growing home healthcare company. The campaigntakes an emotive route to demonstrate how a person can heal quicker and in the best possible manner in the home environment, post-treatment in a hospital.

     

    “While medical treatment can be obtained in a hospital, it is widely acknowledged that a patient heals best at home, under the care of a home healthcare professional, and around the people that patients are most comfortable with. At Portea, we see this happening every day and have had the privilege of serving nearly 100,000 patients in the last two and a half years ago, since we launched our operations. Through this campaign, we look forward to reaching out to many more Indian families and continuing to bring care and support to those in need,” said Kavita Chowkimane, GM – Marketing, Portea Medical.

     

    Conceptualized and executed by Contract Advertising- Bangalore, the TVC will be supported by print, outdoor and digital. The TVC is being broadcast during prime time has been produced by Equinox Films.

     

    Ashish Chakravarty

    Commenting on the commercial, Ashish Chakravarty, National Creative Director, Contract Advertising said, “We often notice that caregivers become the closest confidants of patients. It’s an unusual relationship that has no name. We wanted to focus on the emotional part of caregiving rather than the clinical side, one so often sees in healthcare advertising. It’s a beautiful story of a Portea nurse who knows how to use the comforts and routines of a home to gently nudge a person towards recovery.”