MxMIndia

Category: PRODUCTS

  • The company manages procurement, production and packaging in-house and the juices are available at Rs 55 onwards

    dCell develops Visual Identity for Raw Pressery juices

    By A Correspondent

     

    dCell, the strategic design consultancy of Mullen Lowe Lintas Group, has developed the visual pack architecture for Raw Pressery’s benefit and classic range of juices. Cold-pressed juice brand Raw Pressery has been founded by entrepreneur Anuj Rakyan and is unique in the sense that its products are made from a combination of fruits, vegetables, nuts, spices and super foods without any heat or air thereby ensuring freshness for longer duration.

     

    Anuj Rakyan

    Commenting on the brief given to dCell, Anuj Rakyan, Founder and Managing Director of Raw Pressery said, “We wanted to create a master brand architecture for the benefits and our new classic range of juices to create a consistent, effective visual identity. With the new classic range, we wanted to reach out to a larger health conscious segment that often ends up being shortchanged by ‘100% juice’ brands. We’re excited with the creative output provided by dCell and wish the product gains popularity with the consumers as well.”

     

    Tasneem Ali

    Sharing the creative approach taken by the agency, Tasneem Ali, Executive Creative Director, dCell said, “Raw Pressery was taking a big leap from being a mostly online, home delivery based brand, to one where retail shelf presence is vital. Having a clear pet bottle in the universe of tetra packs is not just a differentiator on the shelf but gives an assurance of quality and purity, with plenty of taste appeal. As Raw Pressery has a loyal consumer base, we decided to build on what we felt had going for it. Retaining the original bold, simple, handcrafted logotype, we created a device holder to ensure the visibility of the logo on the various coloured juices. By linking the logo with the fruit graphic, we reinforced the brand promise to rely only on the fruit, and nothing else, to deliver on quality and taste. The free flowing illustration style is candid, uninhibited, honest, and true to the brand ‘Raw’.

     

    From the bottle format, to the logo and the illustration style, to the tone of voice of the back of pack copy and the way the information is presented, everything works in tandem to deliver the brand message: Raw Pressery is truly All Good, No Bad”.

     

    Started in 2013 by the former marketer as an experiment to fill the gaps in India’s health beverages market, RAW Pressery has become very popular among fitness enthusiasts who started consuming the cold-pressed apple, beetroot, ginger, carrot and lemon juices as detox drinks. Rakyan started the company in Mumbai through a home-subscription model before selling in supermarkets such as Foodhall, a chain of gourmet stores by Kishore Biyani’s Future Group.

     

    The company manages procurement, production and packaging in-house and the juices are available at Rs 55 onwards for Classic Range for 250 ml bottle and at Rs 150 for Benefit Blends for 250 ml bottle.

     

  • McDonald's introduces a new Chinese menu for patrons

    McDonald’s new Kung Fu Panda twist for the consumers

    By A Correspondent

     

    McDonald’s India is providing fans an opportunity to bring to life the spirit of Kung Fu Panda 3 through their latest campaign.

     

    Commenting on the brand association, Kedar Teny, Director of marketing, McDonald’s India (West & South) said, “As per the recent report released by a leading online portal, Chinese is India’s 2nd most preferred cuisine. We have a long standing association with Kung Fu Panda franchise and with the 3rd instalment rolling out, we will celebrate a movie vertigration wherein for the first time we will introduce a new Chinese menu starting at Rs 35/- and introduce a thematic packaging for all the offerings under the new menu.”

     

    He further added, “The in-store décor of McDonald’s outlets and merchandise will also see a makeover inspired by Po and China, as well as a host of exciting activities. The McDonald’s ‘Kung Fu Panda’ Happy Meal is all about having fun and we are excited to give kids the opportunity to recreate the adventures of Po and the Furious Five not only with this unique collection of Happy Meal toys, but by providing kids with an awesome online and offline experience that is both entertaining and energizing. This is yet another endeavour undertaken by the brand to extend the ‘I’m lovin it’ experience to our patrons.”

     

    The new Chinese menu comprises of two new Schezwan Burgers (McVeggie Schezwan & McChicken Schezwan), a snaky Chilli Paneer Pockets and Passion Fruit McFlurry for the South & West region in India.

     

    The McDonald’s “Kung Fu Panda 3” commercial, produced by Leo Burnett, celebrates Po’s love for Kung Fu and food in a fun and larger than life execution. It starts from the legendary Jade Palace – the land of Kung Fu in Po’s world – showcasing his Dragon Warrior skills to prepare the Schezwan burgers with much gusto.

     

  • The agency will be responsible for creating the in-store visual language and leveraging the customer journey to design the benchmark True Blue store

    Arvind Fashion awards integrated branding mandate to I-AM

    By A Correspondent

     

    I-AM, the multi-discipline branding and interior design agency, has won the integrated branding mandate from Arvind Fashion Brands, a subsidiary of textiles major Arvind Limited. It was a multi-agency pitch, with Arvind Fashion Brands deciding to go with I-AM after being impressed with their approach to the brand, the consumer and their deep understanding of the sector.

     

    Arvind Fashion Brands has recently partnered with legendary cricketer Sachin Tendulkar to launch an iconic premium men’s wear apparel and accessories brand called ‘True Blue’. True to its name, the brand re-interprets traditional Indian heritage in the modern context, making it relevant to the contemporary Indian who is asserting himself on the world stage.

     

    After a comprehensive workshop with the Arvind Fashion Brands team, leveraging consumer and cultural trends as well as international benchmarks in retail, I-AM proposed a unique, all inclusive strategic positioning and brand identity for ‘True Blue’. Besides this, the agency will also be responsible for creating the in-store visual language and leveraging the customer journey to design the benchmark True Blue store.

     

    The first ‘True Blue’ outlet conceptualized by I-AM will come up in the Master Blaster’s home city, Mumbai, in May 2016. The brand plans to launch around 25-30 stores across India in the next 5 years. The apparel range designed by Tendulkar will showcase 300 trendy styles and is priced from Rs 1,199 onwards.

     

    Rajiv Mehta, CEO, Arvind Fashion Brands said “We have partnered with Sachin Tendulkar to launch True Blue, a premium fashion brand with a distinctive positioning in its segment. I-AM’s demonstrated a unique approach, processes, tools and strategic thinking on the brand which I am confident will make an impact in the market.

     

    Brian Pinto, Country Head I-AM said, “Our aim is to create distinctive brand and an aspirational new way to shop for apparel which provides inspiration and empowers consumers with style and knowledge. As part of the process, we must ensure a systematic and seamless brand experience for the shopper. Due to our excellent global credentials, past portfolio of innovative design work, Arvind Fashion Brands has entrusted us with launching their foray into premium men’s wear with True Blue for which we are very excited. Working with the True Blue team to define the brand positioning and create this new experience has been a great collaboration, and we hope the consumers enjoy experiencing it as much as we have enjoyed creating it.”

     

  • The funding is focused on growing its premium movie and TV, OTT service, Hungama Play; including addition of 1500 hours of TV content and original programming

    Hungama raises $25mn in funding round led by Xiaomi

    By A Correspondent

     

    Digital media entertainment company Hungama, has raised an investment of US$25mn, led by leading smartphone company Xiaomi, along with existing investors Intel Capital, Bessemer Venture Partners and ace financial investor and Indian billionaire, Rakesh Jhunjhunwala.

     

    With this round of funding, Hungama will expand the content library and further invest in world class technology on its mobile app platforms Hungama Music for music and Hungama Play for premium video including movies, television and original series. Hungama will soon add over 1500 hours of television content along with original content to its current Hungama Play offering of over 8000 movies in English and 12 Indian languages

     

    Speaking about the funding round, Neeraj Roy, Founder & CEO – Hungama Digital Media Entertainment said: “India is adding 8 MN new consumers to the Internet each month with 90% of digital consumption being driven by mobile. Young Indians love their music and movies and the mobile will be the most used screen for this generation. Content will drive the next phase of Digital India and we are delighted to partner with Xiaomi as we prepare to bring premium and original digital entertainment to a 100 million Indians before the end of this year.”

     

    Hugo Barra, Vice President, Xiaomi said: “We think of smartphones as a platform for us to deliver Internet services, and this includes content. We are investing in Hungama not only to start integrating content into our smartphones, but also to grow together with them and deepen our understanding of the content sector in India. We have carefully selected Hungama because of what they are doing in terms of aggregating large amounts of content and delivering an amazing user experience.”

     

    Rakesh Jhunjhunwala, Chairman, Hungama Digital Media Entertainment said: “I have been invested into Hungama for several years and participated in this new capital raise as I believe they have built an unique leadership position with the most compelling music and movie OTT service for South Asians globally that is ripe for growth as India will embrace broadband and 4G. We welcome Xiaomi as one of our partners.”

     

    Vishal Gupta, Managing Director, Bessemer Venture Partners, said “We are excited about the leadership position that Hungama has built as being the one stop OTT platform across music, videos and movies. We are delighted to have Xiaomi as our partners and will accelerate our growth and leadership.”

     

    Citi acted as exclusive financial advisor to Hungama on this transaction.

     

  • The campaign highlights Myntra as the ubiquitous destination for International Fashion in India

    Myntra takes a stand with #JustArrived

    By A Correspondent

     

    Myntra has announced the launch of a new brand campaign called ‘#JustArrived’. The campaign is aimed at showcasing Myntra as the go-to destination for the latest in global fashion from top international brands. Already known for being a house of best fashion brands, Myntra has further strengthened its portfolio by adding 25+ iconic international brands with over 11000 unique styles, available over the last 15 months.

     

    The television commercial with a 30 & 45 second duration, demonstrates style and fashion of top international brands by using a metaphorical Myntra airport setting where passengers (symbolic of the brands) have #JustArrived and are getting checked, stamped and welcomed warmly on the Myntra platform. The visuals are tantamount to a fashion show of the latest trends and collection of apparel, footwear and accessories, at the airport. The TVC is directed by SachinKhotre, produced by Asylum Films and conceptualized by Happy Creative Services.

     

    Commenting on the launch of campaign, Gunjan Soni, CMO & Head of International Brands, Myntra said, “Myntra has over 8Mn fashion shoppers, who see us as a destination of choice for their favorite brands. By adding a wide range of International brands, we have further strengthened our Fashion leadership. With this campaign, we now want to bring the best of international fashion to the doorstep of every aspiring Indian, going beyond just the metros, and showcase our carefully curated International selection.”

     

    A four week campaign, the TVC will be aired extensively across 25+ TV channels, spanning Hindi GEC, Hindi Movies, English Entertainment, English Movies, Youth & Music Channels, and English News Channels. The campaign will also be promoted in outdoor mediums in Delhi, Mumbai and Bangalore starting 4th April and through brand’s digital platforms.

     

  • Another launch this summer will be Paper Boat Neer More

    Paper Boat set for summer with new flavours

    By A Correspondent

     

    Paper Boat has launched its new flavour Chilli Guava that seeks to relive inseparable friendships – exactly like chilli powder and guavas – sweet, sour, with a tang of spice and a raw bite.

     

    Another launch this summer will be Paper Boat Neer More. Straight from the heart of South India, this recipe spells instant relief from parched afternoons of ceaseless cricket. A tumbler of this spiced buttermilk was also a favourite when guests would come home.

     

    To spread the word about these new drinks, Paper Boat will be airing short films across television and digital platforms. The summer campaign will also see two films dedicated to Paper Boat’s all-time class-toppers, Aamras and Aam Panna. Conceptualized and written by Lowe Lintas, four short stories (one each for Chilli Guava, Neer More, Aamras and Aam Panna) explore memories triggered by the drinks themselves. The campaign was shot over four days at various locations in Mumbai.

     

    Adding much heft to the films is Gulzar’s simple, enduring and evocative poetry – and he lends his voice to its recital too. Paper Boat continues to use the glorious soundtrack from Malgudi Days in a rendition that is guaranteed to mesmerize.

     

    The 20-second films are supported by a marketing plan that has been designed to maximize reach for the new products. This includes airtime across general entertainment channels (GEC), English news, and prominent spots during the Indian Premier League (IPL).

     

    Neeraj Kakkar, Co-Founder and CEO, Hector Beverages Pvt Ltd says, “Summers are here and this season we are launching new drinks that will strengthen our presence region-wise. As always, we have worked very hard to stay true to our promise of preserving authentic recipes that don’t just taste great, but have the ability to instantly take you back to your childhood. For each of us, the memory will be a different one – where it is Neer More for the South, and Aam Panna for the North – but the memory is a given, and that is the promise that Paper Boat makes.”

     

  • The company has hence re-introduced an initiative which is not only a great product and a great idea but with a refreshing piece of communication as well

    Thomas Cook unveils campaign targeting outbound travellers

    By A Correspondent

     

    While travel and tour companies are going all out to target the traditional family and youth segments, Thomas Cook’s internal research has revealed the emergence of a viable TG in India’s Gen S- senior citizens with plenty of free time and disposable income and are increasingly fit and raring to travel. The company has hence re-introduced an initiative which is not only a great product and a great idea but with a refreshing piece of communication as well.

     

    Silver Breaks – Senior Citizen’s Holiday Plans from Thomas Cook has been specifically created for the needs and requirements of India’s Seniors / Silvers – a large population of eager travelers who may be even traveling for the first time and are filled with apprehensions and concerns about traveling on their own especially at their age. There are many people in this world especially in India who assume responsibilities at a very early age, and spend their entire lives fulfilling those responsibilities to their parents, children, family and society.

     

    The films have been conceptualized and created by Law & Kenneth Saatchi & Saatchi. The commercials have been produced by Light Box films and will be aired in cinemas, on TV and digital mediums.

     

    Speaking about the campaign, Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, Thomas Cook India said, “Silver Breaks is yet another endeavor from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while travelling alone or to unfamiliar places especially at an age when everything becomes a challenge. With easy paced itineraries and an attractive value, we are encouraging people to travel the world, no matter what your age is.”

     

    Speaking about the TVC, Rahul Nangia, Jt. NCD, Law & Kenneth Saatchi & Saatchi said, “The film features real people in their real voices. Neither of them are actors or artists. The idea was to capture them minutes before they are about to leave for their first international trip. This is a moment when they are reflective about milestones in their life, before they embark on another milestone event.”

     

  • The expansion is to take advantage of India’s growing mobile advertising industry

    Cheetah expands into India; appoints Ventes Avenues as exclusive partner

    By A Correspondent

     

    Cheetah Mobile Inc. announced its strategic cooperation with Moca, China known as Ventes Avenues in India. Ventes Avenues will be Cheetah ad platform’s exclusive branding inventory partner for the Indian market.

     

    The expansion is to take advantage of India’s growing mobile advertising industry. Per a study from Deloitte India Technology, mobile advertising in India would account for 15-20 per cent of overall spends by 2020. This is on the back of current information from IAMAI which states that out of 354 million internet users in India, 213 million are mobile-only. This correlates perfectly with data from eMarketer which suggests that advertisers in India will spend close to $35bn in 2016 to reach consumers on tablets and mobile phones, an exponential rise from $26bn in 2013.

     

    Cheetah Mobile CMO, Xinhua Liu, said, “India is one of the most important markets for Cheetah Mobile. We are seeing tremendous growth of our user base in the Indian market in the past year. Along with the penetration of smartphones and 3G and 4G high speed networks, mobile internet business will continue to boom. India is a very young and energetic market. Mobile advertising is changing the way how brands connect and interact with their customers. We see a big opportunity for mobile advertising branding in India and hence we have decided to partner with Ventes Avenues; and together we will make good inroads by offering innovative advertising solutions and services in the mobile branding space in India. We look forward to full support from Indian brands.”

     

    Speaking on their recent appointment, Niloufer Dundh, Founder and CEO of Ventes Avenues remarked, “It is an honour to partner Cheetah Mobile in India. Cheetah Mobile pioneers the Utility space globally with marquee apps like Clean Master, Battery Doctor and CM Security etc. The Utility space in which Cheetah operates is already large in India with over 85 million MAU & will continue to grow in the years to come given our uptake toward Android phones. Advertising is big in India across all mediums and in mobile this will only continue to grow in the years to come. Together, with Cheetah, we are creating ad units specially designed for mobile devises and usage pattern, which deliver both Impact and Reach.”

     

  • The platform will also going forward provide access to workshops and networking opportunities with renowned thought leaders

    Signature Start Up launches new brand campaign

    By A Correspondent

     

    Signature startup.in is a new platform launched by United Spirts – a Diageo Group company, which encourages youth to tap into their passion and make a mark for themselves. Through an amalgamation of real life success stories, Signature startup.in has created a platform which would inspire people to take their passion a step further and turn it into a paycheck.

     

    The Signature Start Up platform will also going forward provide access to workshops and networking opportunities with renowned thought leaders along with other talented individuals. An exclusive range of start-up accessories is also available on this platform.

     

    The Signature Start Up platform is being launched with a television and digital campaign which will feature a series of real stories of people who have converted their passion into paycheck. The first TVC stars celebrated drummer Virendra Kaith from Demonic Resurrection, a melodic death metal band. The TVC beautifully narrates the story of what inspired Virendra to quit a stable job at a call center and follow his passion for music which led to him winning the best drummer award at the Rolling Stone (India) Metal Awards 2015.

     

    Commenting on this initiative, Subroto Geed, SVP Marketing at United Spirits Ltd. said, “Today we are seeing a strong cultural shift where more and more people are making professional choices that are not limited to corporate success but are about taking their passion forward. With Signature Start Up we are creating a platform that both inspires and enables people begin their passion to paycheck journey. Virendra’s is one such real story and we hope it will strongly resonate with everyone who wants to make a mark.”

     

  • Only national brand to be associated with IPL since its inception in 2008

    Vodafone keeps partnership with IPL intact

    By A Correspondent

     

    Vodafone India and the Indian Premier League (IPL) have over the years gone on to strike a special chord with cricket enthusiasts and consumers alike. This bond gets further strengthened with Vodafone continuing its association for the 9th consecutive year as the Official Partner and official sponsor (on-air) of Vivo IPL 2016.

     

    Vodafone India is the only national brand to be associated with IPL since its inception in 2008. Since then, Vodafone and IPL have become synonymous with each other and in the minds of sports lovers.

     

    Sandeep Kataria

    Sandeep Kataria, Director – Commercial, Vodafone India, “IPL is one of the biggest sporting platforms in India designed to appeal to a wide section of consumers across the country. Vodafone was one of the very first few brands to associate with IPL and we are very happy with the way our association has shaped up through the years. Our partnership with IPL has helped Vodafone connect with cross segments of Television viewers and cricket lovers in India. Infact, the unique format of this tournament led to the birth of one of our favourites and most loved iconic mascot – the Zoozoos. At Vivo IPL 2016, Vodafone customers can look forward to an array of exciting and innovative engagement initiatives to participate in and enhance the spirit and passion surrounding IPL”.

     

    Rajiv Shukla, Chairman, IPL (Indian Premier League), said, “We are delighted with the long and enriching affiliation with Vodafone as co-presenting sponsor since inception in 2008. IPL is a platform where talent meets opportunities and Vodafone has always with its innovative and engaging on-ground initiatives provided the fans loads of fun, frolic and entertainment. We look forward to another successful year of association.”

     

    Vodafone has always used IPL to high-decibel brand and marketing initiatives that its core to its business and growth strategy. The company will soon announce its annual much anticipated 360 degree marketing campaign for Vivo IPL 2016, beginning with the inaugural match to be played on 9th April, 2016.

     

  • #DoYourHomeWork media campaign to create awareness for planning children's education & their future

    Axis Mutual Fund urges parents to do their homework

    By A Correspondent

     

    With a mission to bridge the gap and create awareness amongst the parent fraternity about their children’s aspirations, Axis Mutual Fund has rolled out a mass media campaign – #DoYourHomeWork, a larger call-to-action for parents. The campaign aims to create awareness amongst the parent fraternity about planning for one of the most important goals in their lives – children’s education and their future.

     

    “Children today are more aware about different careers, which at times go beyond the conventional choices. Children also have a strong point of view on what they want to do in life, unlike in the past when they were more likely to follow their parent’s footsteps. Our research showed that while parents are quite supportive of their children choosing their careers, more often than not, parents are not fully aware of what their children want to pursue in life. Many parents assume their children will either follow their footsteps or choose a conventional career option” says Chandresh Kumar Nigam, MD & CEO, Axis Asset Management Company Ltd.

     

    The campaign is being driven primarily through Outdoor and Print media supported by Cinema advertising and Digital. The campaign will be seen across eight metros – Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bengaluru, Pune and Ahmedabad. Conceptualized by creative agency Metal Communications with the support from its media agency – The Social Street and digital agency AgencyDigi.

     

    “Our research also suggested that children’s education and education-related expenses are considered the biggest apprehensions amongst parents, in fact even surpassing other aspects such as their own retirement planning, EMI towards loans, etc. Parents acknowledge that education related expenses are going to increase significantly, however they do not have an exact view on how much it is going to cost,” added Nigam.

     

    With this as the context, Axis MF has taken a different approach to create awareness by making parents do their homework. Homework in terms of first finding out what their children want to do in future followed by finding out the overall expenses so that they can start planning towards the same.

     

  • Kohli, the face of Indian Cricket over the last few years, will now lend his name to Futsal, the newer, shorter 5-a-side variant of soccer

    Kohli to promote Premier Futsal in India

    By A Correspondent

     

    Premier Futsal, launched amid much fanfare last week, announced cricket star Virat Kohli as the league’s brand ambassador.

     

    Kohli, the face of Indian Cricket over the last few years, will now lend his name to Futsal, the newer, shorter 5-a-side variant of soccer. His announcement as brand ambassador follows the unveiling of soccer legend Luis Figo as Premier Futsal’s president last week, marking another major coup for the league as it heads into its inaugural season.

     

    Xavier Britto, Chairman, Premier Futsal said, “It is our great pleasure to have India’s current favorite sportsman as the Brand Ambassador for our League. We feel proud to share a common dream of promoting new sports in India with Virat. With him coming on board, we are confident of attracting the youth of India to come see Futsal and take it up as a career eventually. These are really exciting times for us and I am sure this association with Virat will further elevate the standard of Futsal in India.”

     

    Virat Kohli said, “We all grew up playing 5-a-side soccer. The combination of speed & flamboyance is what attracts so many people across the globe to watch & play the sport. Futsal is a fast and exciting sport. Futsallers display a lot of flair, skill and swag on the field, which are all qualities I relate to. I am tremendously excited to be a part of Premier Futsal and motivated to positively contribute to the development of this wonderful new sport in India.”

     

    Premier Futsal, the world’s first multi-national team-based Futsal league, is set to take place in India from July 15th to July 24th with each game split into two halves of 20 minutes each. Over 50 International Futsalers, from four continents and 21 countries are expected to participate. The league, governed by the Futsal Association of India (FAI) with accreditation from international governing body, Asociación Mundial de Futsal (AMF), was launched in Mumbai earlier this week in the presence of the founding team and FAI representative