MxMIndia

Category: PRODUCTS

  • The company has 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 new campaign aimed at Seniors

    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 (often enough, topped up by their children) and are increasingly fit and raring to travel. The company has thus 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. They have probably never been even beyond their own neighborhood walls or city limits, never found the time or managed to save for an international holiday. This is an opportunity for them to fulfill this latent desire which they most definitely deserve to.

     

    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.”

     

  • B2B campaign is currently being featured across media

    Lenovo unveils new campaign for ThinkPad

    By A Correspondent

     

    Lenovo India launched a creative B2B marketing campaign, to spread awareness for one of the better kept secrets of the ThinkPad – the fact that it generates the least fan noise amongst computers. Conceptualized and driven by Ogilvy, this comprehensive B2B marketing campaign was kick-started through direct mailers which then expanded into a digital campaign to include a video showcase and social media outreach. Targeted towards IT leaders and decision makers in large enterprises, this B2B campaign is currently being featured across media.

     

    As part of Lenovo’s growing B2B digital marketing focus, the company launched this campaign to create awareness around Owl Wing Fan feature, the latest cutting-edge innovation in a ThinkPad. Lenovo has increasingly engaged in one-to-one partner engagement activities aimed at building a personal connect. This campaign began with an interactive Direct Mailer targeting Lenovo’s B2B customers in the IT space. The mailer captured ThinkPad’s unique Owl Wing Fan feature designed to cut down the noise level in a ThinkPad, aimed at making quieter work environments. Following a great response from the customers, Lenovo extended the campaign to both offline and online media. The team captured video feedback from B2B customers who were asked to test the low noise feature using a sound-level meter, resulting in some interesting and fun reactions. This video was then circulated among relevant stake holders and promoted on social media. Through this campaign Lenovo has successfully managed to convey the message about quietest ThinkPad loud and clear among relevant stakeholders.

     

    Being true its philosophy, the ThinkPad is designed to last and constantly challenge the toughness of the product. As Ultrabooks™ become smaller, slimmer and more powerful, greater demand is placed on the CPU, which in turn generates more heat. This poses the critical challenge of preventing the system overheating, which can cause delicate components to fail and lead to permanent data loss. Modern cooling systems need to be small enough to fit into the compact chassis of an Ultrabook™, and quiet enough to eliminate disturbing ambient noise – so efficiency is everything. ThinkPad engineers observed that owls possess notched feathers that enable air to pass over their wing surfaces more silently than any other bird. This inspired the design of the Owl Wing fan, with unique notched blades that make it the most silent and efficient fan ever made.

     

  • Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai

    Housing.com’s TVC launch in IPL

    By A Correspondent

     

    Housing.com announced the launch of its first ever TV campaign during this IPL. This TVC will showcase the company’s core value – home buying in India is an emotional journey, and Housing.com will be the trusted partner, every step of the way.

     

    The TVC is targeted towards the first-time home buyers, between the age group of 25 to 40 years. The media outreach will include channels across GECs, Sports, News, Movies and Regional. The campaign will also be amplified across online, social and mobile platforms.

     

    The TVC has been created by Propaganda India and explores the varied emotions one experiences while buying a home encapsulating the central thought, “Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai”. The film is about stories of people and what home means for them. There are multiple situations in the film, each showcasing a different emotional bond that people share with their homes. Stories are about different life stages, from a young couple moving into a new home to the great Indian joint family living together.

     

    Commenting on the TVC Nikhil Rungta, CMO, Housing.com said, “We understand buying a home is an extremely emotional decision for each one of us, and a decision that often stays with us over generations. We have tried to showcase some of those special and unforgettable moments, through this TVC. Housing.com has always gone that extra mile to transform home buying from a stressful process, to one full of ease. We believe that with this ad, our connect with the TG will get stronger, confirming our commitment to being the most trusted platform to buy and sell homes in the country.”

     

    The company has also refreshed its branding, to further strengthen its presence as a leading technology company in the real estate sector.

     

    “The addition of ‘.com’ will help differentiate Housing.com from the generic word ‘Housing’ and enable consumers to know that we are the ideal platform for them to find their perfect home online. The new logo is symbolic of our business principles of transparency, value and simplicity of use”, added Rungta.

     

    Priya Jayaraman, Co-Founder and Business Director, Propaganda India, said “Home ownership is a feeling of pride, something that shapes our lives. Homes play a central role to each one of us growing up, there’s a lot of heart and soul one puts into it while looking for one. Yeh Ghar Meri Jaan Hai captures that emotion and how a brand like Housing.com actually has made this journey as much theirs. As an enabler brand, it is the power of being part of this customer journey, of a life decision, that has made this campaign.”

     

  • Cheer for your favourite IPL team with the newVodafone #Hakke Bakke slogan, join the Vodafone SuperCheer contest

    Vodafone explains what it takes to be ‘super’

    By A Correspondent

     

    As the Indian Premier League (IPL) fever grips the country,Vodafone India is offering unique, innovative and engaging experiences to customers. The fun and excitement quotient at the on-going Vivo IPL 2016, has exponentially grown with a series of ‘SUPER’ experiences on offer, all aligned to its latest Vodafone SuperNet™ proposition.

     

    A series of marquee initiatives including Vodafone SuperCheer, Vodafone SuperAlbum, Vodafone SuperFan and Vodafone FanArmy – all designed specially to make a strong connect between the fans, the brand and their favourite sport. These money-can’t-buy opportunities enable Vodafone customers to take centre stage on a global sporting platform like the IPL, creating memories to cherish for life!

     

    Announcing the ‘SUPER’exciting experiences on offer to Vodafone customers, Sandeep Kataria, Director – Commercial, Vodafone India, said, “Vodafone has been associated with IPL since its inception 9-years ago. As we look forward to another exciting season of cricket, we are using this edition of the marquee cricket tournament as an opportunity to promote our recently launched Vodafone SuperNet™ proposition celebrating the major improvements in our network bringing new benefits to our customers. A series of unique experiences and engagement opportunities that combine the best of the past with the excitement of the new have been specially created for customers to actively participate in the Vivo IPL 2016. Vodafone SuperCheer, Vodafone Super Album, Vodafone SuperFan and Vodafone FanArmy are all being promoted with acreative blitzkrieg and amplified with a high decibel 360 campaign. We hope that our customers and cricket enthusiasts willenjoy this ‘Super’ exciting and rewarding experience while enjoying the cricket-ainment at the stadium cheering their favourite teams.”

     

    Vodafone India is the official partner and official sponsor (on-air) of Vivo IPL 2016. Vodafone 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.

     

  • The success of this campaign has prompted Philips to use Journy for launching One Blade in Europe, with launches in France and Germany already completed

    Journy begins its ride in India

    By A Correspondent

     

    Advocacy announces the India launch of Journy – a platform that delivers authentic User Generated Content (UGC) like reviews, photos, videos, after tasting success in US, Europe and ASEAN. Brands can now create an army of micro-influencers by taking their users or prospects through an interactive journey on this platform.

     

    Using Journy as a UGC platform, Philips Global successfully launched its new One Blade Men’s grooming product in US, towards the end of 2015. The platform engaged target consumers for three weeks and delivered over 600 pieces of UGC including unboxing videos, reviews on online shop, video testimonials and 100s of quotes. This content is is being deployed on social channels like Facebook, Instagram, Youtube. The success of this campaign has prompted Philips to use Journy for launching One Blade in Europe, with launches in France and Germany already completed.

     

    Lenze Boonstra, VP & Head of Global Marketing Personal Care at Philips said, “It was something new for us to put Advocacy’s Journy platform at the core of our global marketing strategy, but the US results far exceeded my expectations – 282 authentic, user-generated videos from real consumers. We then saw the same conversion levels and results in Germany and France. This convinces me that this is a scalable model for deeper engagement to create valuable UGC. We are now in active discussions with Advocacy to roll out this model to not just more countries but also to more products in our personal care portfolio”

     

    Commenting on the launch of Journy in India, Advocacy CEO & Founder AsitGupta,said ,“Nielsen Global Trust study puts recommendations from people I know i.e. UGC as the most trusted medium. This is true across countries and categories. While there are many platforms aggregating influencers and selling posts and views, they are still driving awareness of a particular point of view. Journy is the only platform in India right now, which focuses solely on engaging real everyday people and generating authentic UGC.  Journy is founded on the premise that nothing is more trusted than your friend, family or office colleague as these people do not have a vested interest in making a recommendation. We believe brands need to complement awareness driving Influencer marketing tactics with conversion driving UGC from everyday consumers, whom we call Micro Influencers”.

     

    The Journy platform is particularly useful for high involvement categories like health & beauty, travel, finance, baby products, gadgets and appliances where consumers are looking for reassurance before making a purchase. In India, Journy has signed up P&G, Club Mahindra, Kaya, HDFC Life, Columbia Asia and has 5 more clients lined up for pilots.

     

  • On the back of its corporate, brand and product refresh, Micromax Informatics has launched its new 360 degree marketing campaign that articulates its new brand philosophy -'Nuts. Guts. Glory'

    Micromax 3.0 – the first global 360 degree campaign unveiled

    By A Correspondent

     

    Creativeland Asia redesigns the logo identity, crafts the philosopy and creates a compelling integrated TV led campaign

     

    On the back of its corporate, brand and product refresh, Micromax Informatics has launched its new 360 degree marketing campaign that articulates its new brand philosophy -‘Nuts. Guts. Glory’. Micromax partnered with Creativeland Asia earlier this year to infuse fresh, re-energized and global approach to take the brand to the next level as it embarks on its next phase of growth with Micromax 3.0.

     

    The new brand philosophy is a re-expression of Micromax’s DNA that underscores its pioneering status as company that has challenged accepted notions and brought market leading innovations to connect millions of Indians. The new brand identity presents Micromax as a company that is bolder, modern, agile and armed with a winning attitude to take on the global smart devices market.

     

    The ‘Nuts. Guts. Glory’ campaign is more than just to unveil the new logo; it’s about unveiling the new cultural change underway at Micromax. It’s also a reflection of an exceptional tale of its fearless founders who were nuts to dream big, had the guts to go about realizing the dream, and have found glory doing it. From being a backend software company to becoming one of the top ten mobile phone manufacturers in the world, is a story packed with sheer audacity.

     

    Commenting on the brand refresh and the new TVC, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said “As we start the new journey, Micromax 3.0, we needed to signal the change to consumers. Our new logo, new philosophy, new campaign is to signal the change -new yet familiar and authentic. Our new logo is an evolution from the existing Micromax punch but a much more modernised version keeping in mind the global design language that appeals to the youth across the globe. Our vision is to consolidate our leadership position further and this change exemplifies the same. Our DNA, our culture is fit for the inspiring future that we are building for the brand. The new brand philosophy re-articulates our disruption in a fresh and authentic manner that resonates perfectly with the global youth. Hence, the new TVC truly exemplifies the how Nutsy we have been; the guts we have shown in the past 9 years and the glory we have achieved through our compelling journey”

     

    He added that “Creativeland has demonstrated a great understanding and passion along with a clear vision and articulation to help enhance our consumer connect and create some unconventional campaigns as we begin our next growth phase and expand into newer territories.”

     

    As the company started the new journey, Micromax 3.0, the new campaign is to showcase the metamorphosis to consumers. Hence, the TVC brazenly talks about the company’s journey till now, its message for naysayers and haters, its bold innovations, its unabashed confidence and the reiteration that they have just begun. Micromax has roped in some of the biggest talents in the world for the TVC. The film is directed by Mikon Van Gastel and cinematographed by Dan Mindel, the famed DOP of Star Wars, Star Trek and Mission Impossible III for the compelling TV campaign.

     

    Commenting on the brand refresh and the new TVC by Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia said “Micromax is about to embark on its greatest journey. The journey to bring Micromax  even more closer to the hearts of the consumers as they foray to create a ‘wow factor’ around one of the world’s biggest handset brands. And helping them on this journey has been one of the more exciting assignments I have worked on at Creativeland. The global refresh straddles evolving its identity, articulating its philosophy, crafting an integrated campaign and putting in place a roadmap for the future.

     

    The TVC brazenly talks about the company’s journey till now, its message for naysayers and haters, its bold innovations, its unabashed confidence and the reiteration that they have just begun.”

     

  • Inspired by a true story, the agency's latest campaign revolves around Parle's quest for the perfect Marie recipe

    Everest reveals secrets behind Parle BakeSmith

    By A Correspondent

     

    Based on the consumer insight that there are various Marie biscuits but no one knows the original Marie and its original taste, Parle has rediscovered Parle BakeSmith Marie making it its yet another endeavor to bring the best to the consumer.

     

    The discovery of the original Marie recipe can be explained through Mrs. Smith’s story. Mrs Smith was a young lady who lived in the countryside of London. She was poor and made her living baking biscuits. One day, she thought of experimenting with her biscuits and went on to bake a unique biscuit now popularly known as ‘Marie’. Her small bakery soon became very famous as Londoners started queuing up for her rich tea biscuits. These biscuits gained popularity globally. Acknowledging her craftsmanship, Mrs. Smith went to be referred as ‘BakeSmith’ by the Englishmen. Parle BakeSmith Marie is a product of this recipe and the same is delightfully communicated through the Campaign TVC.

     

    Krishnarao Buddha -Deputy Marketing Manager, Parle said, “Parle had its fair share of struggle in the Marie space for many years for lack of differentiation till it rediscovered the Original English Recipe. With a great brand name and an international looking packaging topped with the Original English Recipe, we expect to meet the prospects expectations. To communicate the unique proposition, we mandated Everest Brand Solutions to tell the story in a most interesting manner. We are delighted with the outcome and we are confident to achieve our set objectives.”

     

    Commenting on the Campaign, Pramod Sharma – Executive Creative Director (West) said, “Great brands are all about great stories. We had a lovely story to narrate and change the way Marie Biscuits are advertised. The script is simple. The treatment is truly international.   I’m very happy with the film. It positions Parle BakeSmith as a premium offering in a cluttered scenario. The film is an outcome of months and months of hard work. Every step was a challenge. We had to find the perfect face for Parle’s Founder and Mrs. Smith’s character. We had to get that era right, beginning from costumes, location, props, vehicles and lot of other things. I would really like to thank my client Parle, the director and the production house who have helped us deliver a great film.”

     

    Aradhana Bhushan – Vice President, Everest Brand Solutions said, “The brand objective of BakeSmith is to uniquely own the Classic Marie space. Hence the campaign was built on the route the Original English Maire.”

     

  • The quirky TVC has been conceptualized by Creativeland Asia

    Cinthol Deo Stick out to make an impact in India

    By A Correspondent

     

    Cinthol, in its endeavour to remain relevant to youth by offering them innovative products, is all set to launch the CintholDeoStick – a revolutionary product in the space of deodorants. CintholDeoStick is a cream based deo which is easy to use, has great fragrances that lasts 3X longer than ordinary deosprays and is pocket friendly too. The DeoStick is available in six different fragrances, three for men and three for women respectively. The brand’s philosophy of continuous reinvention, with this launch, is expecting to redefine the codes of deodorant category which is marked by expensive sprays, with starting point being Rs. 100+ for female deodorants and 180+ for male deodorants.

     

    The TVC created by Creativeland, showcases the DeoStick unlike any other deodorant in the category. The TVC DeoReborn sets out to showcase how Cinthol has reinvented the concept of using a deodorant. DeoReborn is the story of how and why the deodorant was reborn into its new avatar in a quirky manner along with a set of laterally evolved visuals. CintholDeoStick is a cream based deo and not a spray, which is gentle on skin and lasts 3 times longer than any other ordinary deo.  The TVC also showcases product’s new application format and the different stylized ways in which it can be used.

     

    Commenting on the campaign, Sunil Kataria, Business Head India & SAARC, GCPL said, “We constantly strive to give our consumers the best of personal care products and bridge the gap between consumer needs and what is available in the market. Cinthol has always been innovating to cater to the changing consumer needs of the youth. With the summer season just around the corner, we have launched Cinthol Deo Stick , a unique creme based deodorant that lasts genuinely long, is safe on skin and comes at an affordable price of Rs 69/-. We have reinvented the deo space with this revolutionary product which will appeal to our consumer’s and the TVC very aptly showcases the concept of DeoReborn.”

     

    Commenting on the TVC, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia said, “With CintholDeoStick, we weren’t just launching a new product, but a whole new category. So, there were quite a few boxes to tick, while still making sure that it was in the Cinthol world we’ve been defining over the last few years. We believe the product has the potential to not just increase deo penetration in the market, but also potentially reposition the category in people’s minds.”

     

  • The 10-second ad campaigns showcase two newly launched flavours of Cornitos Nacho Crisps, available in the market

    GreenDot unveils new summer brand campaign for Cornitos

    By A Correspondent

     

    The Flagship brand of Greendots Health food Ltd, Cornitos has rolled out two brand campaigns featuring their new flavors Spicy Peri Peri and Extra Cheesy, Cheese and Herbs Nacho Crisps for this season.

     

    The 10-second ad campaigns showcase two newly launched flavours of Cornitos Nacho Crisps, available in the market. The promo will run across all National and digital platforms. The ad features the entire range offered by Cornitos, with a focus on two newly launched flavours – Spicy Peri Peri and Extra Cheesy, Cheese and Herbs. The colourful commercial effectively brings out the key message of the brand: always a good time for Cornitos.

     

    Commenting on the launch of the ad campaigns, Vikram Aggarwal, Director of Greendot Health Foods Limited – Cornitos, said: “Being a preferred choice for healthy snacking, the new TVC will reinforce the brand promise of premium quality and great taste. The tonality and mood of the ad has been kept very simple and the ad will help us reach out to masses.”

     

  • Yepme launches its Spring Summer Collection 2016 with #UnreasonablyFashionable TVC Campaign

    It’s #UnreasonablyFashionable for Yepme.com

    By A Correspondent

     

    Yepme.com has redefined fashion in their latest TVC that launches its Spring Summer Collection 2016 with a theme of “Unreasonably Fashionable”.

     

    Fashion is all about experimenting and inventing your style statement. Yepme has been dynamic in making its customers experience fresh fashion effortlessly. Hence this time they have brought in the Spring Summer Collection based on an entirely different yet ground breaking idea.

     

    The tagline “#UnreasonablyFashionable” helps the customer let loose and break free of all stereotypes. It out rightly ditches the idea of looking for excuses to be fashionable. Hence be fashionable with no explanations!

     

    Speaking about the new campaign, Vivek Gaur (Founder & CEO, Yepme.com) said, “The concept behind this TVC is that the consumer today is defining his or her own rules and means to live and enjoy their life. It is all about speaking out the minds of the customer where they want to be free to make their fashion statement. You don’t need a reason to be fashionable in fact being unreasonable is pretty reasonable nowadays.”

     

    The main aim behind projecting such ideas through the TVC is to make Yepme, an aspirational and desirable brand for all 21- 35 year olds, to reinforce Yepme as one-stop destination for fresh fashion providing latest collection to its customers.

     

  • This TVC marks Ola Micro's success in offering economy AC car rides at Rs 6/km across 42 cities in India

    Ola Micro seeks to redefine economy travel

    By A Correspondent

     

    Ola has launched its new TV campaign for Ola Micro, the most affordable ride in town. The humourous multichannel campaign created by Happy Creative Services shows a series of personal moments like a young father with his little son, a boyfriend splurging over his girlfriend and friends’ night out with the visuals underscoring the affordability of an Ola Micro at Rs. 6/km as against potentially expensive pursuits with loved ones!

     

    This TVC marks Ola Micro’s success in offering economy AC car rides at Rs 6/km across 42 cities in India. Ola Micro was launched with the aim to make AC cab rides more affordable for millions of Indians, who will potentially experience their first cab rides in this category. Ola Micro is a reliable mobility option at just Rs 6/km with low ETAs (Estimated Time of Arrival) for customers, available in under 5 minutes in most parts of the city. This category is a clear example of a solution tailored to suit the needs of the Indian customer who seeks a pocket friendly AC cab ride for regular use or is looking forward to experience a cab ride for the first time, alike.

     

    Raghuvesh Sarup, CMO and Head of Categories at Ola said, “Ola Micro offering an air conditioned ride at just Rs.6/km is ‘Made for India’. The campaign, targeted at young adults and working professionals, is a fun and entertaining take on how, in a world where even a walk with someone you love, can get really expensive; taking a cab ride will not be.”

     

    “Ola has been doing some exciting work in the category, constantly challenging and disrupting as a brand. Micro as a category is an absolute game changer for India. We wanted to bring alive to people the fact that we can end up spending so much more on a normal walk, than we ever will, on a comfortable ride in an Ola Micro.” said Kartik Iyer, Co-Founder and CEO of Happy Creative Services.

     

    The Ola Micro campaign is being run across media with a national as well as a hyper-local approach. With so many cities offering Ola Micro, the communication is partly via mass reach vehicles like TV and Social, addressing the universal benefits of Ola Micro such as availability and affordability, while a hyper-local media at the city and even locality level, reinforces Micro’s relevance in the local language and context using media like print, outdoor and in-community messaging.

     

    Ola Micro is currently available in 42 cities across India and offers the most pocket friendly riding experience. With a fleet of Datsun Go, Maruti Alto, Hyundai Eon and other air-conditioned compact cars, Micro delivers affordable mobility for millions of young Indians without compromising on comfort and convenience.

     

  • Cipla Health (a newly formed subsidiary of Cipla) with a vision to improve the lives of Indian consumers, plans to position itself as a trusted consumer healthcare brand

    Cipla Health partners with Soho Square for Nicotex

    By A Correspondent

     

    Soho Square, Mumbai has bagged the creative mandate of Nicotex – Cipla Health’s smoking cessation gum.

     

    Himava Nath, Head Marketing, Cipla Health said: “Nicotex, the No. 1 doctor recommended brand in India, is the leading brand in smoking cessation. We have got significant growth for the brand, but we have only scratched the surface. Research shows that India is home to 12% of the world’s smokers, we feel Soho Square can help us unlock the true potential of the brand and achieve our vision of a smoking free India.”

     

    Samrat Bedi, Head of Office – Soho Square, Mumbai added: “Cipla Health is a big brand and we are glad that they have given us this opportunity. Nicotex is the market leader in the category, and Soho has been entrusted with strengthening this position. Cipla Health chose us having noticed the value we bring to the existing brands we handle… Of course, this is a very big win.”

     

    Cipla Health (a newly formed subsidiary of Cipla) with a vision to improve the lives of Indian consumers, plans to position itself as a trusted consumer healthcare brand by providing innovative, consumer friendly products. Soho Square currently works with a number of brands including Tata Motors, YES Bank, H&R Johnson and Bisleri. The agency has recently been in the news for the launch of Bisleri’s soft-drinks range and Franklin Templeton’s “Good EMI” campaign promoting SIPs.