MxMIndia

Category: PRODUCTS

  • Conceptualised by Ogilvy Kolkata, the films reflect the real life healthcare concerns of suburban residents, and how they are addressed by The Mission Hospital

    Ogilvy Kolkata unveils brand campaign for Mission Hospital

    By A Correspondent

     

    The Mission Hospital has unveiled new campaign that comprises a series of films. One of the finest healthcare facilities in Eastern India, its message in these films is simple – top-quality affordable and dependable healthcare is now close at hand.   Conceptualised by Ogilvy Kolkata, the films reflect the real life healthcare concerns of suburban residents, and how they are addressed by The Mission Hospital.

     

    The first film, ‘Emergency’, is set inside a humble Bengali household and documents the fears of a wheelchair-bound lady coping with her husband’s heart attack. As the film progresses, she reveals that had it not been for The Mission Hospital’s emergency ambulance services, she would have been utterly helpless.

     

    ‘Kite Runner’, the second film, follows the journey of a wistful child as he recalls how he could never keep up with the kids in his neighbourhood when they played outdoors. The film ends on a positive note, as the child demonstrates his new found vigour, thanks to the heart surgery performed on him at The Mission Hospital.

     

    In the third film, we are introduced to an anxious man traveling home in a taxi. Having just landed in India from the US, his intent is to take his father back to the US for treatment –where he believes there are better surgeons. Much to his surprise, he finds his elderly father en route, jogging and active after knee replacement surgery at The Mission Hospital.

     

    The fourth film, ‘Wedding’ opens on an elderly father. He is in a tizzy about how he will be able to organise his daughter’s wedding owing to his need for an angioplasty. He’s mulling over the extensive recovery period that will render him bed-ridden, but only until he was assured that the angioplasties performed at The Mission Hospital are minimally invasive with a rapid recovery time.

     

    Sujoy Roy, Creative Director Ogilvy, Kolkata states, “The result is a sense of gritty realism that instantly strikes a note with the audience.”

     

    Dr. Satyajit Bose, Chairman, The Mission Hospital Durgapur said, “Our mission is to decentralize super speciality healthcare, and deliver it to every doorstep in Eastern India, beyond the metropolis, and heal Patients with dedication, honesty and tender loving care. These films are an assurance of that.”

     

  • Soho Square has been credited for the award-winning 'Kiss to Drink' campaign for the Bisleri 500 ml SKU and the launch campaign of premium drink Urzza

    Bisleri to launch new soft drinks with Soho Square Mumbai as partner

    By A Correspondent

     

    In addition to the current portfolio comprising Bisleri, Vedica and Urzza, Soho Square, Mumbai will now also be guiding the fortunes of Bisleri’s new soft drinks, Spyci – the twisted cola, Limonata and two fruit flavored drinks – Fonzo and Pinacolada.

     

    Commenting on the new drinks, Ramesh Chauhan, Chairman, Bisleri International Pvt. Ltd. says, “The idea is to launch drinks in spaces familiar to but very different from existing taste palates. So while there is a cola and a lemony drink in the new portfolio, the effort has been to give them a lot of twists. Plus there are two new drinks altogether. The consumer is looking to experiment and we have given these options. Soho Square has been with us for around four years now; we feel they are best equipped for this launch.”

     

    Samrat Bedi

    On the partnership, Samrat Bedi, Head, Soho Square says, “This launch has been radically different from an agency point-of-view. As a strategy, there will be minimal ATL support at the beginning. Thus we are working doubly hard on other aspects like packaging, pricing and innovative means of communication.”

     

     

    Mohit Ahuja

    Mohit Ahuja, Senior Vice President, Soho Square added, “It is quite challenging to be in a space which is dominated by two big and numerous small players. These new drinks will benefit highly from the testimonial role of Brand Bisleri, as well as the mother brand’s reach. These are two big pillars of comfort for an agency to go about the launch.”

     

  • The ads have been created in Hindi, Tamil and Telugu to leverage the increasing preference for the rich idiom of the local languages

    Murugappa Group unveils new brand campaign

    By A Correspondent

     

    Murugappa Group launched a new tri-lingual brand campaign continuing their successful format of eight different films featuring major brands of the Group. The ads have been created in Hindi, Tamil and Telugu to leverage the increasing preference for the rich idiom of the local languages.

     

    The campaign theme is ‘Together, let’s prosper’ and in Hindi ‘Jud Kar Badhein’, rooted in the prevailing mood of progress. The campaign objective is to move brand initiatives to the next level, i.e. to progress from ‘recognition’ to a ‘connect’.

     

    The films depict slice-of-life narrations of Indians and their aspirations: an educated farmer in Amalapuram, a taxi driver buying his first new car, a first-generation entrepreneur in Coonoor, soon-to-be-parents buying their first house in Ahmedabad and other similar people-scenarios. Murugappa Group and their products/services feature as an integral part of these stories in helping them realise their dreams.

     

    The TV campaign would be supported with promotions on digital media, radio and movie theatres in select cities over a longer period.

     

  • The campaign embarks by releasing TVC followed by digital, outdoor and below the line (BTL) and POS medium

    Rajnigandha celebrates brand success in new campaign

    By A Correspondent

     

    Rajnigandha has launched a new campaign captioned “KuchKarAisa, Duniya Banna ChaheTereJaisa”.The new campaign reinforces and strengthens the key concept of success which has always underlined brand messaging for Rajnigandha. The latest campaign underlines the fact that the ultimate accolade is the one where success itself inspires others to reach new heights. The film focuses on successful protagonists in various fields of literature, music, sports, business and architecture, who with their sheer brilliance and recognitionhave become a source of inspiration to others.

     

    Commenting on the campaign, Prasoon Joshi, Chairman, Asia Pacific; CEO & Chief Creative Officer, McCann Worldgroup India, said, “Rajnigandha as a brand was always about evolving to the next level. The campaign back in 2004 revolved around the success of the protagonist, while keeping Indian pride and values in mind. The second phase took the key thought of success to the next level; where it wasn’t only about achieving success but just as important to help and enable the success of those around you. Finally, the latest campaign is about inspiration – where the protagonist, instead of becoming an object of envy, has risen to inspire those around him.”

     

    Rajeev Jain, Associate VP, Marketing, DS Group, added“Through this campaign, we want young India to get motivated by their Idols and try to be like them. Rajnigandha has always been a symbol of success, aspiration, stature and a perfect companion for the successful people for last three decades. It will now redefine the leadership aspect as well. The new theme is a paradigm shift to a new class of successful Indians who inspire, as they reach the pinnacle of success.”

     

    The campaign embarks by releasing TVC followed by digital, outdoor and below the line (BTL) and POS medium.

     

  • Britannia Filmfare Awards 2016 brings smiles across miles through a unique on-ground activation

    Social Street leverages awards platform for unique activation initiative

    By A Correspondent

     

    The Social Street conceptualized and executed a unique activation for Britannia Good Day by leveraging their tie up with the 61stFilmfare Awards 2016.The task at hand was to bring alive the brand’s tagline “It’s a Smile that makes a Good Day” through an impactful on-ground activation.

     

    Good Day did a massive re-launch campaign to communicate the change in its visual identity and brand idea. The Social Street came on board to make the brand experience come alive for consumers by reinforcing its association with smiles. The idea was to create an activation experience that brought smiles for everyone who participated in the on-ground activity. It was further extended by creating content for the digital medium and promoting it to a far larger audience. The digital amplification helped the brand reach far and wide and also spread many more smiles across a broader audience.

     

    With the help of technology, the brand helped the Bollywood actors present at the red carpet connect with kids studying in NGO run schools. The stars were asked to spare a few minutes and smile at a kiosk screen which measured the wideness of their smiles in points. These points were then converted into cookies for onward distribution to the kids. The kiosk additionally dispensed pictures of these school kids which were autographed by their favorite stars. The stars even gave out messages. All this was shown to the kids real time through live streaming. Post the activity, cookies alongwith some goodies were distributed to these kids.

     

    Commenting on the activation, Deepak Singh, Chief Creative Officer, The Social Street said, “In all my years of working in the industry I haven’t come across a client who has shown so much trust and confidence in an idea that we get a go ahead simply on the strength of the same. That also means additional pressure on the agency, but the true reward at the end of it all is seeing everyone smile!”

     

    Sunay Bhasin, Category Manager – Premium Indulgence, Britannia industries Ltd, “We had a great platform in form of Filmfare Awards that we wanted to leverage to create something magical that delivers the brand Good Day’s idea of Smiles in an endearing fashion. While the video has crossed 2 Mn views but it’s the huge thumbs up we got from consumers which has delighted us in the form of likes, shares and comments. In partnership with The Social Street, the work we’ve done thus far for the brand in the form of on-ground activations and taking them to digital audiences is really creating a lot of buzz and positive mentions towards building brand affinity amongst consumers. All our activations, be it the slide at a metro station and now with the kids, has helped us create much liked content!”

     

  • New Ad campaign features Jaya Bachchan and Amitabh Bachchan

    Kalyan Jewellers unveils Apoorva Diamond collection with new campaign

    By A Correspondent

     

    Kalyan Jewellers has launched Apoorva, the new diamond collection. The collection is being highlighted in a new advertising campaign featuring brand ambassadors Jaya Bachchan and Amitabh Bachchan. The Apoorva collection comprises of choker, necklaces, quintessential for brides to be, besides celebrating traditional occasions and festivities. These necklaces are created using a traditional canvas of organic motifs and a labyrinth of diamonds. The collection is priced between Rs. 5 lakh and Rs. 10 lakh. Customers will be offered 90 per cent cash back and 100 per cent buy back in exchange for this range of jewellery.

     

    The ad campaign announcing the launch features Jaya Bachchan and Amitabh Bachchan as grandparents. The concept builds on the premise of a grandmother’s reluctance to consider diamond necklaces for the granddaughter’s reception, which is based on her belief that a ‘large set’ will not be available for her budget of Rs. 5 to 10 lakh. However, at the KalyanJewellers’ showroom the grandfather (Big B) picks an Apoorva diamond necklace which stands out for its grandeur and brilliance and, also within the budget – much to the delight of everyone, including the grandmother.The TVC will also be aired in Hindi and in regional languages like Tamil, Malayalam and Telugu. The regional launguages script is tweeked to include the local brand ambassadors ManjuWarrier, Prabhu and Nagarjuna.

     

    Ramesh Kalyanaraman, Executive Director Marketing and Operations of Kalyan Jewellers said, “Every woman desires a diamond necklace for her wedding, and Apoorva fulfills the distinct needs of every woman by offering a compelling collection which is intricately crafted and completes the wedding trousseau.”

     

  • The new TVC features Panasonic’s Brand Ambassador Katrina Kaif

    Panasonic assures ‘A better life’ in new campaign for its AC range

    By A Correspondent

     

    Panasonic India has launched its new campaign communicating how its Life Conditioner gives one healthier, smarter and faster air. Themed – ‘A Better Life, A Better World’, the campaign resonates the company’s commitment to improve the quality and the standard of living, creating a better world for the entire community to live in.

     

    The new range of air conditioners enhances the consumer experience by providing them with prerequisites cooling features and empowers them with the latest Japanese technology. LifeConditioner is the amalgamation of the healthier, smarter and faster technology. Panasonic Life Conditioners are equipped withNanoe-G & PM 2.5 Air Purification which eliminates airborne particles and serves purer air in your home.

     

    The advertising campaign features Panasonic’s brand ambassador -Katrina Kaif who has a strong youth appeal which connects with the brand’s techno-savvy consumers looking for products with global standards.

     

    The campaign gives an insight into the life of consumers across Indian geographies taking a closer look at the need for cool and pure air that can help them have a healthier lifestyle.  With this campaign, Panasonicaims to establish a strong connect with its audiences by showcasing the smart innovations which make for ‘A Better Life, A Better World’.

     

    Announcing the new campaign, Sarthak Seth, Head -Brand & Marketing Communications, Panasonic India, said,“We are truly excited to launch our new AC campaign as it is in line with our commitment towards creating ‘A Better life, A Better World’. Panasonic has always ensured on pursuing a better life for each individual customer with its products across spaces and fields, such as the home, the community and in business. The new TVC brings alive the essence of pure air and highlights the ‘Healthier, Smarter & Faster’ technology of Panasonic LifeConditioners.”

     

    Sartajof Saints & Warriors said, “The story attempts to give an insight of consumers across Indian geographies seeking technology which satisfies their need for a faster, healthier and smarter technology in ACs. Katrina Kaif brings credibility and freshness to the otherwise serious technology product offering. The story-telling ensures that the characters are a reflection of the Indian consumers’ mindset.”

     

  • The TVC reinforces the promise of a strong bond that binds people to their culture, strengthening Fevicol’s positioning of being the ultimate adhesive

    Bonding takes a new meaning in Fevicol’s latest campaign

    By A Correspondent

     

    Fevicol has rolled out a new ‘Govinda’ themed TVC based on ‘dahi-handi’ celebrations to reinforce universal bonding that Fevicol has come to stand for.

     

    Conceived and developed by Ogilvy & Mather, the TVC highlights how a strong bond and teamwork are central to forming the several-storey high human pyramid that characterizes ‘dahi-handi’ celebrations. Through the trademark ‘humour’ thatFevicol ads are known for, the TVC reinforces the promise of a strong bond that binds people to their culture, strengtheningFevicol’s positioning of being the ultimate adhesive.

     

    Piyush Pandey Executive Chairman and Creative director, Ogilvy & Mather – South Asia says, “Fevicol has always stood for ultimate bonding.  Bonding beyond its physical manifestations, bonding of culture and humanity.The new film takes the festival of Govinda (Lord Krishna’s birthday) which is celebrated across the country by people making human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue and cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”

     

  • The company currently has more than 10,000 employees across India with over 100 Indian employees at its Gurgaon headquarters and is working with 10,000 retailers in 400 cities across 22 states

    Lowe Lintas Delhi wins creative mandate for Vivo Mobile India

    By A Correspondent

     

    Having won the rights to partner the Indian Premier League (IPL) for 2016 & 2017 as Title Sponsor, Vivo Mobiles, the third largest mobile handset manufacturer in China, has appointed Lowe Lintas Delhi as its creative partner. The agency is tasked with the communication mandate for the smartphone major during the IPL season this year.

     

    Vivo Mobile India would be using the opportunity to launch a host of new smartphones around the IPL. This would be in addition to a range of models under the X, V and Y Series that have already been launched in India and have met with an overwhelming customer response. The 45-day grand cricketing spectacle will help brand Vivo gain scale as millions of viewers would be tuning in to watch the most celebrated cricket league in the world.

     

    Alex Feng

    On appointing Lowe Lintas Delhi, Alex Feng, CEO, Vivo Mobile India said: “Lowe brings two important things to the table: their vast experience in mobile category and their strong credentials in building powerful brands. We are confident that this partnership on IPL will be fulfilling. We met a few agencies, and the Lowe Lintas Delhi team, led by Rajiv Chatterjee, stood out. We have high expectations with the IPL association and are confident that we’ve found the right agency partner.”

     

    Naveen Gaur

    Commenting on the new business win, Naveen Gaur, President, Lowe Lintas Delhi said, “We are very excited to work with Vivo. They have declared their ambition in India by taking up the IPL Title Sponsorship. With our prior experience in handling mobile players, we are confident that we will be able to create cut-through work to firmly entrench this brand in an incredibly competitive landscape of mobile handsets.”

     

    Since its foray in India over a year ago, Vivo Mobile India has built a sizeable presence in the country. Operating in the smartphone category, Vivo is known to offer the best Hi-Fi music experience in the market along with a few other prominent features. The company currently has more than 10,000 employees across India with over 100 Indian employees at its Gurgaon headquarters and is working with 10,000 retailers in 400 cities across 22 states. The brand has about 30 service centres across India and hopes to cross the 200 figure mark by the end of 2016.

     

  • Intex, the leading mobile handset and consumer durable manufacturer, bid successfully for the Rajkot Franchise earlier this year and christened its new team Gujarat Lions

    Intex appoints Publicis to handle Gujarat Lions

    By A Correspondent

     

    Intex Technologies has appointed Publicis to build the brand identity of Gujarat Lions, its maiden foray into cricket’s biggest extravaganza – IPL. Intex, the leading mobile handset and consumer durable manufacturer, bid successfully for the Rajkot Franchise earlier this year and christened its new team Gujarat Lions.

     

    Keshav Bansal

    Keshav Bansal, Owner, Gujarat Lions & Director, Intex Technologies said, “We are pleased to appoint Publicis as our creative partner for Gujarat Lions. This is indeed an exciting and rare opportunity to build a new team identity quickly to compete with the more established teams in IPL.”

     

    “Integrating Gujarat Lions with our parent brand, Intex will help in cross-leveraging the strengths and create a strong brand recall amongst consumers,” he further added.

     

    Hemant Misra

    Hemant Misra, CEO Publicis Capital commented “This is a rare opportunity for us. Till now we have done many IPL campaigns for brands but to handle an IPL team is a completely new experience. It will be an understatement to say we are excited, I am already having trouble assigning this internally since everyone wants to work on this brand. We look forward to helping Gujarat Lions create a unique identity for itself in the star studded IPL galaxy.”

     

  • Whether the conversation is about recycling, upholding the law or saving water, the brand tells its audience to never have a 'never have I ever' moment

    ‘Never Have I Ever moment,’ proclaims Fastrack in its latest campaign

    By A Correspondent

     

    Fastrack has unveiled a three-film campaign, ‘Never Have A Never Have I Ever’ that hit the screens on 20th February, 2016.

     

    Fastrack’s latest campaign is a reflection of the way the youth lead their lives in the face of constant pressure to do something worthwhile and different. These quirky yet relatable commercials show the youth living up to these expectations in their own creative way. They don’t take setbacks or themselves too seriously and handle the lemons that life throws at them, in the best way they know how. Whether the conversation is about recycling, upholding the law or saving water, the brand tells its audience to never have a ‘never have I ever’ moment.

     

    Sharing his thoughts on the latest campaign, Hemal Panchamia- Marketing Head, Fastrack says, “As a brand we encourage our audience to look at the lighter side of things. In true Fastrack style, our latest three-film campaign is quirky, relatable, fun and unapologetic. The campaign redefines certain social causes in the language of today’s youth, encouraging them to chill out and lead interesting lives.”

     

    Speaking about this campaign, Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas says, “It’s always fun to work on Fastrack but we had an especially great time conceptualizing and executing this campaign.  Coming up with situations for these films didn’t feel like work at all. It felt like one long party, sitting around with friends, recalling or making up crazy stories. The director, Vishwesh of Corcoise Films brought his own quirky vibe to the table and we’re very happy with how the films have turned out”

     

  • Patanjali Ayurved injects new life into herbal market, helps rivals sell more personal care products

    Jai Patanjali! Jai Herbal!

     

    By Sagar Malviya & Neha Tyagi

     

    MUMBAI: In a short span of time, Patanjali Ayurved has not only made a name for itself among Indian consumers, but also fuelled expansion of the herbal products market and helped rivals sell more home and personal care products, grabbing share from MNCs.

     

    The Baba Ramdev-led company’s sales jumped 64 per cent to Rs 731 crore in the six months ended December and rivals Dabur and Himalaya grew in double digits in a consumer products market that expanded barely 6 per cent, according to IMRB data. The figures exclude commodity products such as ghee and atta.

     

    What’s helping these firms is a growing preference for Ayurvedic products known for natural ingredients and health benefits. In addition, herbal products are cheaper.

     

    “Patanjali has registered a near-80 per cent growth in penetration, which is about 5 per centage points on an absolute level, in one year,” said K Ramakrishnan, general manager, IMRB Kantar Worldpanel.

     

    “The first wave of growth came from personal care products only, but the recent growth has been driven by homecare and food and beverages, which still has a smaller base,” said Ramakrishnan.

     

    Patanjali started in 1997 as a small pharmacy in the holy town of Haridwar to make healthcare products and was incorporated in 2006 as a company to sell personal care, food and beverage products through its own outlets. The company expanded its reach from 200 Patanjali outlets in 2014 to 5,000 franchise stores currently and launched more than two dozen mainstream FMCG products as none of the existing herbal players catered to categories such as noodles, oats and detergents.

     

    In October last year, Patanjali formed a marketing partnership with Future Group, which will offer over 300 of its products in 77 categories through stores such as Big Bazaar in about 250 cities. Four months after partnering with Future Group, the country’s largest retailer, Patanjali products have cornered a 7-12 per cent share in categories such as detergents, toothpastes, soaps and shampoos at Big Bazaar stores. In food products including oats, noodles and honey, the share gains are 7-37 per cent, according to Dunnhumby, a UK-based research company that has tied up with Future Group for data science.

     

    Patanjali has grabbed share from non-Ayurvedic companies. While the growth of Ayurvedic brands in the face wash category increased to 50 per cent from 36 per cent earlier, the growth of non-Ayurvedic brands eased to 16 per cent from 21 per cent a year ago. The share of market leader Himalaya remained unchanged at 35 per cent as Patanjali gained 7 per cent share.

     

    In shampoos, sales of Ayurvedic brands more than doubled to 194 per cent, while for multinational companies, it declined to 15 per cent from 21 per cent earlier. Categories such as chyawanprash, amla and aloe vera juice saw growth double to 42 per cent, with Dabur retaining its 53 per cent market share.

     

    “This unusual phenomenon of consumer products market disruption is rare as brand erosion or loyalty for well-established brands generally doesn’t happen so quickly,” said Devendra Chawla, president, food and FMCG, at Future Group.

     

    Patanjali products were purchased by about 21 per cent of Future Group shoppers in January compared with 2 per cent in October. “While Ayurveda brands were always there, the entire category has now arrived with a bang, thanks to heightened awareness benefiting the overall ecosystem,” Chawla said.

     

    Patanjali attributes its success to consumer shift from non-Ayurvedic brands owned by multinationals to Indian herbal companies. Its products are on average 15-20 per cent cheaper than the competition and several rival companies have been running offers and promotions to compete with them.

     

    “Other Ayurvedic companies are coming up with good quality products at even cheaper prices, which is ultimately doing good. The country is huge and the FMCG market is so large that we may not be able to provide for everyone,” said Acharya Balkrishna, managing director at Patanjali Ayurved, adding that the company has almost met its sales target of  Rs 5,000 crore for the financial year ending March 2016, more than double the revenue of Rs 2,000 crore in 2014-15.

     

    Hindustan Unilever’s net sales increased 10 per cent to more than Rs 30,000 crore in the previous financial year and Colgate-Palmolive (India) sales rose 12 per cent to Rs  3,955 crore.

     

    Source:The Economic Times

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