MxMIndia

Category: PRODUCTS

  • Zindagi Chale Smooth is a human expression of the brand’s core offering

    Leo Burnett crafts new philosophy for HP Lubricants

    By A Correspondent

     

    Zindagi Chale Smooth, a modern narrative designed by Leo Burnett India for HP Lubricants, highlights the brand’s sheer strength and the role it plays through its superior technology in smoothening people’s lives. The company is able to achieve this through presence across various segments like automotive, defence, farming, mining, shipping industries, railways and more.

     

    Created by Leo Burnett, the new positioning Zindagi Chale Smooth marks a shift in the brand’s marketing focus from being perceived as an engine oil company to a humane brand; one that builds innovative products and technologies for today’s consumer.

     

    Zindagi Chale Smooth is a human expression of the brand’s core offering. An animation film is being used to launch the thought ‘A to Z, Aapke Kaam Aate Hum’, which breaks category codes and highlights the company’s diversified and large scale operations through which it touches the lives of millions, making HP Lubricants a super brand.

     

    Saurabh Varma, Chief Executive Officer – South Asia, Leo Burnett, said, “HP Lubricants had not undergone a brand refresh for a very long time. Given the current market scenario, we wanted our joint efforts to build a modern narrative that gives the end consumer an accurate idea about HP Lubricants. A company that has strong presence across sectors and not just engine oil.

     

    A to Z Aapke Kaam Aatey Hai helps build higher emotional affinity and rightly captures what the brand stands for, which is to power India. And this is not just a communication change, but a part of a larger exercise being undertaken by us to align this purpose right down to packaging design.”

     

    Raj Deepak Das, Chief Creative Officer, Leo Burnett, added, “Most people do not know the incredible products HP Lubricants has and the role the brand plays in our everyday life. We wanted to do that in a simple and human way.” Zindagi Chale Smooth is an integrated effort spanning across digital, print, retail, cinema, outdoor and TV.

     

    While the TVC has been launched, print, retail, cinema and digital campaigns are expected to go live post 8th March 2016.

     

  • To be launched first on the digital platform, the integrated campaign borrows from the successful theme of 'Feel Like God' which made the Avenger a highly sought-after bike when it was launched more than a decade ago

    Bajaj Avenger promises a ‘Feel like God’ experience in new campaign

    By A Correspondent

     

    The era that we live in today is replete with chores and responsibilities that demand something more than the ordinary. Every day is a struggle where one has to literally push and challenge oneself in their pursuit to achieve something over the ordinary. This adage is particularly true for regular office-goers and those with mundane 9-5 jobs, who are often caught in a rat race to stay afloat and be noticed. But then there are those just chose to veer from the ordinary and do things their own way. Or rather approach life in a relaxed and non-conformed manner. These are the doers that Bajaj Avenger seeks to communicate with as it unveils its latest campaign.

     

    To be launched first on the digital platform, the integrated campaign borrows from the successful theme of ‘Feel Like God’ which made the Avenger a highly sought-after bike when it was launched more than a decade ago. In keeping with the original philosophy, the latest campaign that has been conceptualized by Mullen Lintas, shows the Avenger man traversing a ‘break free’ journey yet again and sees him giving up certain choices that would have otherwise impaired his freedom.

     

    The campaign has been developed based on the insight that there is too much cut-throat competition around us and that everyday has become a rat race for all. People today are competing with everyone and for almost everything. And while we are busy competing and dealing with insecurities of everyday life, we have lost sight of life itself. We have forgotten the bigger picture, forgotten the joy of discovering who and what we are. That’s because all we end up doing is playing the rat race. The new campaign thus serves as a wake-up call, especially to the youth, bringing them face to face with the bitter truth of their lives. It makes them relive and discover life; making them ‘Feel like God’.

     

    Commenting on the launch of the new campaign, Sumeet Narang, Vice President – Marketing – Bajaj Auto Ltd, said, “We launched 3 new variants of the Avenger – Cruise 220 and Street 220 and 150 and they have been hugely successful from day 1. The bikes not only serve well for daily city commute, but are also perfectly designed to take long weekend and adventure rides with aplomb. Their relaxed riding position, impeccable performance and world class looks have made them a big draw especially with the hard working young professionals. Our interactions with customers revealed their love for weekend escape trips on Avenger. Several Avenger riding communities have also come up which celebrate the feeling of liberation this bike offers. Our brief to Mullen Lintas was to dramatise this sense of liberation but with a context to daily life”.

     

    Providing his perspective on the idea for the campaign, Ayyappan Raj, Executive Vice President – Mullen Lintas, Mumbai said, “For the tribe of Avenger riders, ‘Feel Like God’ is a way of life. Which is the reason why we have approached the entire campaign more like a lifestyle brand and not a typical two-wheeler brand. From the digital videos (demonstrating the riding experience) to all the social media engagement and the special rides, we’ve tried to create a ‘Feel Like God’ experience for the Avenger aspirers. The coming days will see more communication being unveiled that will espouse the cause even further, including the activities planned through our FB page ‘Avenger United’.”

     

    The campaign shows the Avenger man undertaking his ‘break away’ journey reminiscing the things and experiences that would have otherwise slotted him among the ordinary. A journey where he forgoes the rush-hour race where all scramble to reach their office in time, or the race to grab the most sought-after chair in the office or to gain good monetary raise, or even the race to garner fame and a corner seat in the office…basically stay away from the rat race and opt for a life that detests these temptations. It is when one rises above from his or her everyday role that they get to experience the ‘Feel like God’ moment.

     

    Explaining the creative thought-process, Shriram Iyer, National Creative Director, Mullen Lintas said, “The campaign attempts to capture the spirit of ‘Feel like God’. Again. An idea that originally launched the bike a few years ago, remains as relevant today as it was then. Back then we saw a rider effortlessly forgiving the people who did him wrong. And now, it’s a rider who laughs softly as he imagines the world of men caught in a rat race. He imagines the futility of it all. And as he takes in the road, the sky, the sun and the wind, he ‘Feels like God’. He rises above the everyday. He distances himself from the preoccupations of modern life. He chases nothing; rather, he ‘Feels like God’.”

     

    After a digital burst for a few days, the campaign would traverse the offline route and play on popular television channels across regions & genres.

     

    Team credits:

    Agency: Mullen Lintas

    Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan

    Account Management: Raj Ayyappan, Manish Somani, Ahsan Khan, Pallavi Krishna

    Planning: Ekta Relan

    Production House: Shouvik Basu

    Director: Richard d’alessio

     

    About Mullen Lintas:

    Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group. It is headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership.

     

    MullenLowe Lintas Group is one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage), healthcare marketing (LinHealth), video content (LinProductions), digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. In February 2015, MullenLowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100. Recently, the group was declared the Effie Agency of the Year for 2015 in India.

     

    To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Twitter, Facebook, LinkedIn or YouTube

     

    For further information, please contact:

    GolinOpinion                                                      MullenLowe Lintas Group

    Aparna Mehrotra                                                Johnson Napier

    +91 9969623947                                                  +91 9892981600

    aparna.mehrotra@golinopinion.in              johnson.napier@mullenlowelintas.in

     

     

  • Mahindra launched this new range of trucks after an intense research on trucks and Indian transport

    Mahindra unveils new campaign for its latest ‘Blazo’ range

    By A Correspondent

     

    Mahindra and Mahindra Limited recently launched its range of trucks – Blazo. This is supported by a new TV campaign featuring Bollywood star Ajay Devgn created by Interface Communications.

     

    The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel. He then goes on to talk about the guarantees given by Mahindra Blazo.

     

    Mahindra launched this new range of trucks after an intense research on trucks and Indian transport. Based on its findings, Mahindra came out with the FuelSmart technology that comprises a powerful mPower engine and a multi-modal switch that helps the driver choose between heavy mode, turbo mode and light mode based on the load and road conditions.

     

    Speaking on choosing Ajay Devgn as the brand ambassador, Rajeev Malik, Senior General Manager, Mahindra Truck and Bus Division said, “This film is all about exuding sincere confidence. We felt Ajay Devgn does exude sincere confidence in his own style. He is also very close to the Mahindra DNA in terms of a very masculine personality.”

     

    On the creative execution of the commercial, Joemon Thaliath, COO, Interface Communications said “The task for creative was to translate this excitement and confidence to truckers and people at large.”

     

    Robby Mathew, CCO, Interface Communications added “The challenge here was to match the directness of the message with Ajay’s understated style. I must say that the director Aloke Shetty has pulled it off very well.”

     

  • The TVC will enable Samrat to effectively reach out to diversified consumers across the country

    Grey unveils new campaign for Samrat Atta

    By A Correspondent

     

    Samrat Atta has unveiled its new campaign that amplifies how the ritual of breaking bread together can tide over several differences in our society. Whether it’s the difference between different social classes, between bosses and subordinates or between English medium colleagues and those from Hindi medium.

     

    Elaborating the insight and the strategy, Dheeraj Sinha, Chief Strategy Officer, GREY South & South East Asia said, “Culturally, food is the greatest binder of people. The ritual of breaking bread together is prominent in all faiths. Muslims have the ritual of breaking fast together during Ramadaan. Similarly, in northern India we have the concept of Sanjha Chulha, which means community cooking. These rituals of breaking bread together have been designed to keep communities intact. With growing fractions in our society today, it’s only pertinent that we remind ourselves of the importance of communities living together. It just so happens that bread and atta (flour) sits at the heart of this. This is an attempt by the brand to rekindle and celebrate the symbolic act of breaking bread and building connections.”

     

    Suresh Parakh, Managing Director, Parakh Agro, said “Food brings people together not only at home but also at our schools, colleges, workplaces and most public areas one can think of in India. Communicating this broad yet unique thought was a challenge as it had never been done in this category. However, the script presented to us by GREY, instantly helped us gain confidence in this thought. Furthermore the TVC artistically directed by Manoj Tapadia made us believe this campaign will help Samrat touch hearts around the country just as it touched ours. We have increased our distribution network across various states in northern and southern India and this TVC will enable us to effectively reach out to our diversified consumers across the country.”

     

  • It is available at major super markets, chemists, general stores and e-commerce websites

    Nivea unveils new spot reduction cream

    By A Correspondent

     

    Nivea Man has launched its latest variant Dark Spot Reduction Crème. The crème is a unique grooming tool for men and comes with uncompromising quality and performance which are the hallmark of Nivea. It contains UV filters and licorice extract that reduce dark spots. Furthermore, it is extra light, non-greasy and fast absorbing and comes in a newdouble-embossed screw-top aluminium tin.

     

    It is available at major super markets, chemists, general stores and e-commerce websites. It is available for a price of Rs. 95.

     

  • PNB MetLife is looking to change mindset with the recent light-hearted campaign associating insurance with happiness

    PNB Metlife takes the #HealthForHappiness pitch

    By A Correspondent

     

    Hot on the heels of the launch of its first digital campaign, #HappinessBuddy, PNB Metlife has unveiled a new film focusing on the importance of ‘health’ when considering insurance.

     

    Traditionally, insurance in India has been sold using the fear route, tugging at the emotional chords of the viewers. PNB MetLife is looking to change that mindset with the recent light-hearted campaign associating insurance with happiness.

     

    Through this campaign, the company seeks to engage with the entire family, including the children so that they are curious about insurance from a young age. The idea is to encourage people to not necessarily associate insurance with something morbid, but move towards a happier view on the subject.

     

    The #HealthForHappiness film featuring Snoopy and a 9 year old boy is an extension of PNB MetLife’s strategy to focus on ‘Living Benefits’ and ‘Self-dependence’ rather than death. The film opens with a young boy with a fracture disappointedly asking Snoopy why the tooth fairy hasn’t left money under his pillow, like she did when he lost his tooth. Seeing the boy extremely sad, Snoopy immediately conjures up a solution, pulls out a 500-rupee note and places it in the boy’s book. His mood improves from sad to ecstatic on discovering the windfall. The film depicts how the support of a true friend is important in life and there is no need to compromise on simple joys due to an exigency.

     

    PNB made its foray into the health insurance segment with the launch of MetLife Major Illness Premium Back Cover. This is the only product in the market which returns all the premiums paid at the end of the policy term in case of no claim and provides cover against 35 critical illnesses

     

  • The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment

    #TheGoodEMI educates consumers on the right SIP

    By A Correspondent

     

    Franklin Templeton Investments has launched an investor education initiative across media. Conceptualized by Soho Square, Mumbai, the campaign is being released on TV and the digital medium with a round of press also planned. Timed to release during the India-Pakistan match at the Asia Cup, this campaign is positioned to talk to all those looking for an entry into the world of investments.

     

    Juzer Tambawalla, Vice President and Head – Marketing & Communication, Franklin Templeton Mutual Fund said:“The objective of this campaign is to position the concept of Systematic Investment Plans (SIPs) as an affordable yet attractive investment solution for the retail consumer. An SIP is the first step to investing in Mutual Funds and given that one can start with as little as Rs. 500 a month, it’s almost the cost of 2 movie tickets.”

     

    Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square Mumbai said:“Each one of us knows the pain that EMIs bring at the start of every month. By positioning SIP like a Good EMI, we are pitching it as an EMI that ultimately comes back to you. This is why unlike other EMIs, this is one EMI that you’ll gladly pay for with a smile. The film is made in a way that’ll make you go, ‘Yeah, this is exactly what happens to me’”.

     

    The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment. This is a different way from the ‘Happy families’ or ‘plan for the future’ type of commercials, typical to this category.

     

    The film is a dramatization of what happens to a regular middle-class working man on the first of every month. After a long day at work, he gets an SMS that says the words he’s been waiting for, all month: ‘Salary Credited’. He then checks his wallet as it is now flush with cash and that brings joy to his face. Unfortunately for him, his joy is short-lived as a huge crowd of EMI-collectors descend on him like a pack of hungry wolves. We then go into an action-movie mode, as the poor guy is chased by ‘Phone EMI’, ‘Personal loan EMI’ and ‘Car EMI’. With each EMI that hits, the guy loses more and more cash until he lands on the ground having lost most of his salary to these people. The only man helping him is the SIP guy, and the protagonist gladly pays his ‘Good EMI’ with a smile, knowing that this is an investment not another instalment!

     

    Link to Download – http://we.tl/31NH09ifuF

     

    CREDITS:

    Agency: Soho Square, Mumbai

    Head of Office: Samrat Bedi

     

    Creative

    Executive Creative Director and Creative Head: Anuraag Khandelwal

    Executive Creative Director and Creative Head: Satish deSa

    Creative Director: Manu Gupta

    Creative Controller: Pratik Kamat

     

    Account Management

    Senior Vice President: Mohit Ahuja

    Account Director: Neville Suraliwala

    Account Supervisor: Selvam Somasundaram

     

    Account Planning

    Senior Vice President: Shashank Lanjekar

     

    Films

    Film Supervisor: Shagun Dharia

     

    Client: Franklin Templeton Investments

    Vice President and Head – Marketing & Communication: Juzer Tambawalla

    Assistant Vice President – Marketing & Communication: Balaji Vaidyanathan

    Assistant Manager – Marketing & Communication: Anuradha Bhandari

     

    Production House: Story-tellers

    Director: Aakash Bhatia

    Producer: Zina Khan

    Post Producer: Prasad Shetty

     

    For further information please contact:

    Samrat Bedi at samrat.bedi@sohosq.com / +91-9820807500

    Anuraag Khandelwal atanuraag.khandelwal@sohosq.com / +91-9820191311

     

  • Rolls out a newly conceptualized digital campaign for the latest smartphone

    Motivator unveils new campaign for Lava V5

    By A Correspondent

     

    Motivator has launched the ‘#NeverMissAShot’ digital campaign for the latest flagship smartphone from Lava, the V5. The catchy campaign aims at increased user engagement via the digital medium to experience the fast autofocus feature of the device.

     

    Lava is known for creating smartphones that deliver superior camera capabilities. V5 is designed to deliver a good photography experience as it comes equipped with advanced features such as Samsung 3M2 ISOCELL Sensor and PDAF (phase-detection auto-focus). The PDAF feature helps the camera focus much faster and more accurately on moving objects ensuring that no moment is missed.

     

    The Lava V5 campaign evolved from the fact that people miss capturing moments on their smartphones due to inferior camera capabilities. The innovative digital approach allowed users to engage and drive conversations through digital media by sharing GIF posts, partaking in Youtube challenges and mobile ads. The idea was to create a buzz around Lava V5’s advanced camera feature of fast auto focus which ensures that people never miss a shot.

     

    Commenting on the launch of the campaign, Solomon Wheeler, Vice President & Head Marketing, Lava International Limited said, “Digital is a very important platform in our category and it plays a key role across all stages of the consumer’s purchase cycle. We were exploring options to get the right partner on board for the brand’s digital mandate and as part of that process Motivator was recently signed up as the AOR. With smartphones becoming an indispensable part of consumers’ lives, camera has become so much more important. It is now their primary camera device and they believe in capturing and sharing moments on the go. For this product, digital was the right platform to reach out to our target audience. Single minded focus was on communicating the camera experience led by PDAF, through engagement and driving conversations around the product. With ours’ and Motivator’s combined expertise and understanding of consumer behavior online, the campaign has delivered excellent results so far.”

     

    Commenting on the launch of the new campaign, Rajiv Khurana, General Manager North & National Head Business Development and Partnerships, Motivator said, “Through this campaign, we wanted to break the traditional approach of educating consumers about a new smartphone feature. For Lava V5, our aim was to launch a unique, interactive and engaging campaign which could represent the fast auto focus feature of the new smartphone. We are thrilled to see the user engagement levels that the campaign has managed to draw. We worked closely with our creative partner ‘Uthconnect’ to envisage this cutting edge creative.”

     

    The campaign has received a good response, recording an additional 20,940 fans on the company’s Facebook page and more than 5 lakh likes on the posts shared. Moreover, the Lava Mobile Facebook page witnessed a four times higher growth rate and three times higher engagement score comparison to the average growth rate and engagement score of Facebook Pages of Mobiles and handheld devices from Asia.

     

  • The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of "TayyariJeet Ki", by positioning the new variant to be a partner in preparation for exams

    ‘TayyariJeet Ki’ pays ode to mothers in latest campaign

    By A Correspondent

     

    Cadbury Bournvita has unveiled a 360-degree integrated marketing campaign, to announce the launch of its new variant, Cadbury Bournvita Badam Booster. The campaign includes a new TVC, as well as extensive outdoor and digital activation, targeting the brand’s core target audience – mothers. The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of “TayyariJeet Ki”, by positioning the new variant to be a partner in preparation for exams.

     

    Commenting on the launch of the campaign, Amit Shah, Associate Director, Marketing, Gum, Candy & Powdered Beverages, Mondelez India Foods Private Limited, said, “We are delighted to launch Cadbury Bournvita Badam Booster which will provide the nutrition of Cadbury Bournvita’s pro-health vitamins along with goodness of real almonds and honey to our consumers. We believe that parents are partners in their child’s journey and try to instill in them good habits which help them prepare and meet life’s challenges. Our latest TVC is inspiring, in an otherwise functional category, reinforcing the importance of the child’s overall learning over rote learning to score marks in exams. The TVC interweaves these insights into the Cadbury Bournvita philosophy of “TayyariJeet Ki” along with the unveiling of our new product Cadbury BournvitaBadam Booster.”

     

    Ryan Mendonca, Senior Creative Director, Ogilvy & Mather added, “”Progressive parenting is at the core of Bournvita’s advertising. We thought this new variant, BournvitaBadam Booster, could be a vessel to carry an alternative paradigm about exams and education. Truth is that under the pretext of education, real learning has taken a backseat. This film is a gentle reminder about where the focus of education should be. For us, this spot is another chapter in “TayyariJeet Ki.”

     

    The TVC starts with school principal addressing parents, on the eve of exams. The principal asks the assembled parents if they remember the marks they secured when they appeared for their standard 9th exams. Most parents do not remember, to which the principal confesses that she had herself just scored 59 per cent but highlights the fact that she still went on to become their children’s school principal. The principal further reinforces that a report card only constitutes of numbers and does not measure a child’s true potential. She concludes by suggesting that parents must focus on their child’s learning and not their marks. The film ends with the campaign tagline of ‘TayyariHar Exam Ki’, which summarizes the theme of the TVC.

     

  • Publicis Ambience, the incumbent agency on the brand has conceptualized and executed the campaign

    Skoda takes ‘Best-in-Next-Class’ positioning with Publicis

    By A Correspondent

     

    ŠKODA has launched the all new Superb with an aggressive positioning of ‘Best-in-Next-Class’. The ad shows a martial arts fighter standing under water, meditating and practicing his move as the voice-over takes the viewer through the campaign philosophy.

     

    Publicis Ambience, the incumbent agency on the brand has conceptualized and executed the campaign.

     

    Speaking about the campaign, Tarun Jha, Head of Marketing, Å KODA AUTO India, says – “The Å KODA Superb has always been our flagship product, and has a long heritage of delivering exceptional space, comfort and luxury. Our campaign highlights the new Superb’s ‘class beating’ attributes that makes it a real head-turner – more poised, expressive and emotionally-charged than ever before.

     

    Bobby Pawar, MD, Publicis Communications, says “The new Superb is a car that delivers above and beyond. It has class-beating performance machined into a sublime form. Our job, as we saw it, was to find a human metaphor that brought it alive.”

     

  • Rolled out with an outdoor presence at prominent locations in Mumbai, the campaign will also be activated on digital platforms like Facebook and Instagram

    Red Polka unveils ‘The Chosen One’ campaign

    By A Correspondent

     

    Red Polka, an online fashion discovery portal, has launched its first-ever marketing campaign to celebrate Womanhood. The campaign titled, ‘The Chosen One’ which is in sync with the brand tagline is to celebrate women and their achievements. In a broad sense, the life of a woman is truly a gifted one with both strength of character and delicate nature of her emotions. Vishakha Singh, Founder, Red Polka, and a firm believer in the aspects related to working women says, “The genesis of Red Polka is to enable amazing designers’ businesses and this campaign is dedicated to celebrate the chosen one.”

     

    The campaign showcases designers like Nishita Toprani of Little Pixie (Little girls clothing), Aradhana Nagpal, Dhoop, Diya Mehta of Diya Mehta Clothing, Devangee & Shruti of Vivat, Pooja of Intoto footwear. Rolled out with an outdoor presence at prominent locations in Mumbai, the campaign will also be activated on digital platforms like Facebook and Instagram.

     

    For Red Polka, it is not just about curating designs; it is also about storytelling of several designers. The campaign showcases designers with their element of design like floral bands for Nishita as she uses flowers in all her designs, a wooden goat from Assam for Aradhana as her design inspirations come from eastern part of the country, a tree for Diya Mehta, as she is inspired by a tree and her logo, carries a tree. Black and white raw effect has been given to give a real feel to the story.

     

    Vishakha Singh, Founder and CEO, Red Polka says, “In the last one year, Red Polka has been accepted by both designers and shoppers. The repeat visits by customers on our portal and renewal of designers’ registration with us is a testimony to the fact. While we celebrate womanhood every day, we decided to dedicate this week’s edition to be The Chosen One and rolled out a campaign to celebrate amazing stories from real life.”

     

    With the traffic on the site steadily rising, Red Polka has been undertaking strategic marketing initiatives. The company organized activation through Red Polka show, an offline and an online initiative in Powai and Bandra last week. This first ever exhibition saw a massive crowd of shoppers checking the spring collection.

     

    Vishakha Singh, Founder and CEO, Red Polka says, “We are overwhelmed with the response we got for ‘The Red Polka Show’. Because we handpick designers and their products, it is important to see the impact of curation and it was lovely to see bags in hands of shoppers with 75% of conversion at these offline shows. For a startup, these tractions add to the motivation to drive ahead.”

     

  • Carat won the mandate following a multi-agency pitch and will now handle the account from its Bangalore office

    Columbia Asia Hospitals appoints Carat India to handle their media mandate

    By A Correspondent

     

    Columbia Asia Hospitals, an international healthcare group operating a chain of modern hospitals across Asia, has roped in Carat India as their media agency. Carat won the mandate following a multi-agency pitch and will now handle the account from its Bangalore office.

     

    Vinay Kaul

    Commenting on the partnership, Vinay Kaul, VP Sales and Marketing – Columbia Asia Hospitals said, “To us, Carat came across as an agency that focuses on finding communication solutions keeping the business challenges at the centre. We wish Carat all the best as we embark on an exciting journey together.”

     

     

    Kartik Iyer

    Kartik Iyer, MD Carat India, added   “As we move forward, our goal is to create unique industry benchmarks for our clients. We are very happy to be associated with Columbia Asia Hospitals and look forward to a long-lasting and fruitful partnership with them. We also look forward to bring in our past experience in Healthcare communications to bear on this premium relationship we are getting into.

     

    Joydeep Raha, executive VP Carat South said, “The brief that the client has given us is very challenging. This is because while there are huge opportunities within the healthcare industry, a set of very unique challenges also stand to plague this unique category. Here, our task at hand therefore, is to fight those challenges and position Columbia Asia as a leading healthcare destination with the mission to deliver the best clinical outcomes in the most effective, efficient and caring environment.”

     

    For the record, Columbia Asia is one of the first healthcare companies to enter India through 100% foreign direct investment (FDI) route.