MxMIndia

Category: PRODUCTS

  • Kanika Kalra brings over 12 years of rich experience in marketing operations to Snapdeal's leadership team

    Snapdeal appoints Kanika Kalra as VP-Marketing

    By A Correspondent

     

    Snapdeal announced the appointment of Kanika Kalra as Vice President – Marketing. A seasoned global marketing professional with a career spanning over 12 years, Kanika joins Snapdeal after several triumphant stints at Hindustan Unilever limited, Pepsico and GlaxoSmithKline Consumer Healthcare Limited.

     

    At Snapdeal, Kanika will be focused on making the business more customer-centric and ensuring creativity and impact in all communication.

     

    Welcoming Kanika, Rohit Bansal, Co-Founder, Snapdeal said, “We are thrilled to welcome Kanika. She comes with a vast and distinguished experience in brand marketing. As we look at defining more innovative solutions for our customers, I am sure she will add tremendous value and further fuel our growth”.

     

    Speaking about her appointment, Kanika Kalra said, “As ecommerce continues to revolutionize the Indian economy, I am confident that Snapdeal is poised to play an even bigger and more impactful role in the coming years. I am excited to be a part of Snapdeal’s journey and to shepherd the company’s growth as the country’s most preferred retail brand.”

     

    During her eight year stint as the Global Brand Director for Hindustan Unilever Limited, she spearheaded key innovations in the skincare category. Prior to that she was a part of the brand marketing teams at Pepsico and Glaxo Smith Kline Consumer Healthcare Limited.

     

    Kanika holds a Post Graduate degree in Marketing from IIM, Lucknow and a Bachelor’s degree in Mathematics from Delhi University.

     

  • Additionally, the collection includes a wide range of accessories like bags, belts, wallets and clutches that adds a dash of style to life

    Metro Shoes unveils ‘Find Your Pair’ integrated campaign

    By A Correspondent

     

    Leading fashion footwear retailer – Metro Shoes has launched their ‘Find Your Pair’ campaign. The campaign involves a multimedia integration of print, promotions, public relations and digital platforms to target men, women and children.

     

    ‘Find Your Pair’ campaign is about your eternal quest for arriving at your comfort zone through the right pair of footwear. The communication approach of the campaign is catchy, edgy and something that everyone will be able to connect with. Over the years, Metro Shoes has been in the business of creating a warm and service led approach of pampering your feet. “Find your Pair” campaign aims to bring the warmth of relationships we hold dear to the forefront. Nothing is more intimate than the shoes we have to walk in. And nothing is more important than the relationships we have in life. Today the brand works on the idea of providing footwear for every reason and every season. Their range of footwear caters to the need of all categories including men, women and children. This campaign also builds on the concept that fashion and comfort share a symbiotic relationship, which are also the two most appealing characteristics of the products of Metro Shoes.

     

    Talking about the new campaign, Farah Malik Bhanji, Managing Director and CEO, Metro Shoes Limited said, “Metro Shoes as a brand has always aimed at being pertinent to the times. We have designed this integrated campaign to appeal to the sensibilities of our target audience. To build a connect with the consumers we have launched a campaign that twists conventional ideologies and renders it relevant. We have a fantastic range of stylish, on-trend and contemporary footwear that will appeal to our all customers.”

     

    In line with Metro’s retail growth strategy, the new collection launched at its stores has a contemporary collection of footwear for men, women and kids. The wide range for men’s footwear includes boat shoes, oxfords, dress boots, loafers, brogues and derby shoes. The Women’s category will be a collection of high heels, clogs, mules, sandals, wedges, pumps and peep toes. Additionally, the collection includes a wide range of accessories like bags, belts, wallets and clutches that adds a dash of style to life.

     

  • Silvia has strong experience in the Fashion and Sports Industries in Brand and Product Marketing, Purchasing, Sourcing and Design

    Reebok India appoints Silvia Tallon as Senior Marketing Director

    By A Correspondent

     

    Adidas Group India announced the appointment of Silvia Tallon as Senior Marketing Director of Reebok India. Silvia will report directly to Dave Thomas, Managing Director, Adidas Group India.

     

    Commenting on the appointment, Dave Thomas, Managing Director, Adidas Group India, said, “Silvia’s rich experience and knowledge of the sports and fashion industries across the globe position her very well to drive Reebok’s positioning and ensure we connect even better with consumers and athletes in India. She has been successful across diverse geographies, brands and categories. Her passion for India and many visits here over the years – on business and personally – will also be an asset. We welcome Silvia into this role and wish her every success as she takes on this new challenge.”

     

    As Senior Marketing Director, Silvia will be responsible for driving the Brand and business for Reebok India. Her mandate will include the development of the Brand’s global go-to-market plan and its implementation. She will be responsible for the Brand’s strategic positioning and strengthening its association with athletes, consumers and fitness stakeholders across the country.

     

    Silvia has strong experience in the Fashion and Sports Industries in Brand and Product Marketing, Purchasing, Sourcing and Design. In her long and rich career, spanning over two decades, she has worked in numerous global companies such as Levi Strauss, Intersport and Vanity Fair and has worked across multiple geographies. She also worked in the adidas Group in Germany as a Global Category Manager for Swimwear for 3 years. Her most recent role was in Moscow at O’stin which included creation and implementation of strategic plans for their emerging product categories.

     

  • The film depicts the simple joy of babies when they see the impact of the breeze from Polycab Fans in different households

    Polycab’s latest campaign captures true joy as experienced by infants

    By A Correspondent

     

    To launch the Polycab range of ceiling, pedestal, wall and exhaust fans, RK Swamy BBDO has unveiled its latest campaign keeping in mind the extreme parity in the Fan category.

     

    The film depicts the simple joy of babies when they see the impact of the breeze from Polycab Fans in different households. It leaves them chuckling which is heart-warming, making for the line “Hawa jo dil ko chuu le”. The TVC ends with the brand promise ‘Connection Zindagi Ka’.

     

    Shashank Pore, the Chief Marketing Officer, Polycab says “Today, the fans category is cluttered with over eight players fighting in a mature fans category with very little technological change. About four of those players are more than five decades old. Polycab being a new entrant. Last year Polycab had set forth on a new path in its communication journey with launch of the mother brand campaign and promise. Later it was followed with a product led wires tvc. Beginning this year, we launched a new communication in the fans category. The space today is filled fan TVCs having quirky humour, loaded social messages or expertise platform etc.”

     

    “We wanted to go back to those simple, light hearted moments of joy generated when we just switch on a fan like Polycab, in the sweltering and tiring heat of summer.  We also need the payoff to be consistent with our mother brand promise of Connection Zindagi Ka and it does a good job of aligning along with lending newness to the Polycab Fans brand.”

     

    Sangeetha N of RK Swamy commented: “A fan is a parity product. So execution would be strategy. We needed something that would make an instant connection and also stand the test of time.   Thus we depicted babies thoroughly enjoying the simple joys of a good breeze. The nice breeze sets off some action around like a paper wind mill rotating, newspaper flying or a mobile swinging all of which results in chuckling, happy babies who touch the heart with their open enjoyment. And what sets off the lovely breeze – Polycab Fans of course. This  gentle, soft approach ensures that nobody will be tired of seeing the commercial again and again, thus helping build brand equity.”

     

  • The mandate is for a full-service digital business of Panasonic

    Panasonic India hands over digital mandate to Isobar India

    By A Correspondent

     

    Panasonic India has appointed Isobar, the digital agency from Dentsu Aegis Network, as their digital agency. The mandate is for a full-service digital business of Panasonic.

     

    Sharing his thoughts on the association, Sarthak Seth, Head – Brand & Marketing Communications at Panasonic India, said, “We are glad to see the enthusiasm that people at Isobar have for Panasonic. We’re really looking forward to innovative ideas that they bring to the table.” Seth added, “Panasonic is one of the pioneering brands in its category. Therefore, we prefer associating with people who share the same values and vision. With the kind of work Isobar has done in the past, we are confident that we’ll be able to accomplish some great work together.”

     

    Shamsuddin Jasani, Managing Director, Isobar India said, “Panasonic is a great brand to work with and we are very happy that they have chosen us to partner with them for their digital marketing needs. Our focus on creating brand narratives which ultimately lead to brand commerce are really hitting home with our clients.”

     

  • The brief to agency was to create an adrenalin high communication that reinforces the uniqueness of CB Hornet 160R

    Dentsu crafts latest campaign for CB Hornet 160R

    By A Correspondent

     

    Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has premiered the TVC for its latest CB Hornet 160R. In sync with its aggressive warrior styling, the new commercial of CB Hornet 160R coincided with the world television premier of Bajirao Mastani.

     

    The campaign has been developed by Dentsu Marcom.

     

    Indian youth is supremely ambitious and confident, they believe in their dreams. Inspired by their dreams, Honda launched its faster, smarter and sportier marvel on two wheels –CB Hornet 160R in December 2015. Since then, the CB Hornet 160R is fast gaining acceptance among youth and sales have already crossed 50,000 units in less than five months since its launch.

     

    As a next step, the objective of the first TVC is to build on the early success of CB Hornet 160R and contribute to further consolidating Honda’s share in the 150-200cc motorcycle segment.

     

    The brief to agency was to create an adrenalin high communication that reinforces the uniqueness of CB Hornet 160R and its advancements in terms of performance, style and technology to the target audience.

     

    The film was conceptualised to show the inherent connect between new CB Hornet 160R and its identified target group. Today’s youngsters are clear on expressing themselves and work on their physical built as well as aggressive built of their performance bike.

     

    Similarly, the aggressive CB Hornet 160R is built to perfection carrying the minute details of reaching the ultimate perfection of built, quality and unmatched performance.

     

    The film explores the parallel journey of men building their bodies and the CB Hornet 160R being built in the factory. Fast-paced and edgy, the TVC, though visual and sound spectacle shows the coming together of, ‘building of the human body’ and ‘building of the bike body’, for road ripping ride. This is followed by thrilling shots of the riders creating an X on the tarmac that resembles the X-shaped LED tail lamp on CB Hornet 160R. The film ends with the tagline ‘Built After You’.

     

    Elaborating on Honda’s communication line for the CB Hornet 160R, Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “The 150cc-180cc segment is leading overall motorcycle growth. Customers of this segment demand best performance without any compromise in styling, which reflects their inherent aggressive go-getter attitude towards life. Inspired by them, Honda launched the new CB Hornet 160R, heralding a new era of Street Naked Sports biking in India. Through this TVC, we have tried to showcase the attributes like unbridled power, ambition, sheer hard work and precision that goes behind sculpting those perfect bodies, be it today’s youth or their machine- the CB Hornet 160R. Within just 4 months of its launch, the CB Hornet 160R has stuck an immediate resonance with the customers and this TVC will definitely help us soar to even greater heights.”

     

    “The human body is incredibly built. It’s the greatest machine that is ever built on earth. And increasingly, more than ever before, gyms are mushrooming all over the country, in basements, on terraces, and in swank glass buildings. The new CB Hornet 160 is for this new generation that is as much passionate about building their bodies as it is about motorcycles” said Titus Upputuru, National Creative Director – Dentsu Marcom.

     

  • The brand believes that the TVC, driven through dance and music, is a pragmatic way to reach out to college students and young adults who are the core consumers of Tic Tac

    Tic Tac unveils latest campaign targeted towards youth

    By A Correspondent

     

    Tic Tac is a youth brand that believes in sparking little refreshing moments of life and helps to break the monotony and boredom. It is positioned as a brand that stands for friendship, caring and fun. All its communication has successfully strengthened the core proposition of ‘Refreshment to be shared’.

     

    Ferrero India spokesperson said,”As a brand it’s important for us to be an integral part of the youth’s life across platforms – they are an audience that gets bored easily – always looking for inventive ways to have fun.  We have aimed to present this truth to our consumers through the new dance and music TVC. The TVC also brings to life the brand values of fun, friendship and sharing and reinforces our core brand proposition of Refreshment to be shared”.

     

    Commenting on the campaign, Sujala Martis – VP at GREY said, “Tic Tac is not a serious mint – its semiotics and associated rituals define its role. With this film, the attempt is to continue on the journey of Tic Tac being the fun starter, while also making the brand far more aspirational. What becomes a unique property is the ability to create music using the Tic Tac pack, thus adding another fun ritual apart from sharing.”

     

    Working on the same positioning platform, the brand has introduced the latest TVC. It is an attempt to drive the idea of creating little fun moments and how in a moment of daily nuisances, Tic Tac comes to the rescue.

     

    The brand believes that the TVC, driven through dance and music, is a pragmatic way to reach out to college students and young adults who are the core consumers of Tic Tac.

     

  • The new TVS Victor has been positioned as a family bike as the various product features are specially engineered to deliver superior comfort to a family

    For TVS Victor, it’s comfort that matters for bike owners

    By A Correspondent

     

    TVS Motors has rolled out its much awaited motorcycle, TVS Victor in an all new avatar. The versatile and visually exciting motorcycle will be positioned in the executive segment. Poised to be game changer in the segment, this product sets the benchmark even higher with emphatic design language, industry defining technology and an arresting interplay of attractive graphics. With this launch, the company now has the widest product portfolio, spanning across the commuter, executive and premium segment.

     

    In order to generate buzz around the same, TVS Motors has launched a pan-India marketing campaign, comprising of print, digital, TV and radio ads, around the central theme of ‘comfort.’ The new TVS Victor has been positioned as a family bike as the various product features are specially engineered to deliver superior comfort to a family.

     

    Arun Siddharth, Head – Motorcycles, TVS Motor Company said, “We wanted the central theme of the campaign to be Ride Comfort, a key attribute of the product that we want to highlight prominently. TVS Victor has been positioned as a family bike, engineered to deliver superior comfort to a family. So comfort became the central guiding theme for the entire campaign and we asked McCann Erickson to reiterate this benefit by bringing it to life through real life instances around comfort, while riding on a motorcycle.”

     

    Partha Sinha, Vice Chairman & MD, MWG India said, “Songs are associated with riding comfort from time immemorial – there’s enough collective memory around that. We decided to bring alive the superior comfort of the new TVS Victor through this song. The new Victor has some great features that make its riders feel extremely comfortable and happy. In our riding song, we wove in the bike’s keyfeatures in such a way that it captured the joie de vivre of the TVS Victor rider(s).”

     

  • Anurita holds a Masters degree from SP Jain Institute of Management & Research, Mumbai

    GSK appoints Anurita Chopra as Area Marketing Lead – Oral Health

    By A Correspondent

     

    GSK Consumer Healthcare Ltd, announced the appointment of Anurita Chopra as Area Marketing Lead – Oral Health, ISC. Based in Gurgaon, Anurita will report to Manoj Kumar, Managing Director for India Sub-Continent. She will succeed Charubala Sheshadri who moves on to Nyon, Switzerland, as Global Marketing Director for Respiratory Health.

     

    Announcing the appointment, Manoj Kumar, Managing Director, GSK Consumer Healthcare, said “Anurita brings with her over 16 years of rich consumer marketing and brand management experience and has an exceptional track record of business successes in each of her previous roles. I am confident that under her able leadership our Oral Health Care category will deliver on our aggressive growth plans.

     

    On her appointment, Anurita Chopra said, “GSK Consumer Healthcare has iconic brands that have become a part of our lives in India. I am excited to be a part of this success story and work with the young team of to augment the reach and reputation of power brand like Sensodyne”

     

    Anurita joins GSK Consumer Healthcare from Philips India where she was the Business Head for the Personal Care category. She spent substantial time with Nokia in India, before joining Philips. Prior to this, Anurita worked with PepsiCo and Hindustan Unilever.

     

    Anurita holds a Masters degree from SP Jain Institute of Management & Research, Mumbai.

     

  • The TVC created ripples in You tube with more than two lakh true views in five days

    Dollar unveils new TVC featuring Akshay Kumar

    By A Correspondent

     

    Dollar has released their TV commercial featuring brand ambassador, Akshay Kumar. The Bollywood action hero was seen wearing a Dollar vest and showcasing different stunts involving martial arts in the new TV commercial. The TVC has already fetched more than two lakh true views in just five days.

     

    With Akshay becoming the face of Dollar, the brand’s products have received widespread acceptance across millions of homes in India and abroad.

     

    The association with Akshay Kumar has created the perfect brand image for the company and it has been a journey worth mentioning. In this period the company has witnessed exponential growth in terms of sales, customer base, dealer distribution network and has become one of the most popular hosiery brands of the country.

     

    The basic motto of the TV commercial is to highlight how fitness and flexibility helps to overcome challenges. Andzei Matsukevits, acclaimed International ad filmmaker has directed the commercial.

     

    “Dollar as a brand always believes in having a fit body and a fearless mind. And the new TV commercial is a reflection of this belief”, added Gupta.

     

    Dollar will have a 360 degree advertising campaign across print, electronic, outdoor & online media to promote their new commercial.

     

  • The 2016 study on authenticity defines for the first time what consumers believe are the individual attributes of authentic behaviour

    Disney, BMW, Microsoft are Most Authentic Brands

     

    By A Correspondent

     

    Global Communications agency Cohn & Wolfe, a part of the WPP fold,  has unveiled its inaugural Authentic 100, an annual index of global brands ranked by consumer perception of authenticity. Among the Top 10 brands in the study are Disney, BMW, Microsoft, Amazon, Apple, Intel, Audi, Samsung, Adidas and Lego.

     

    The 2016 study on authenticity defines for the first time what consumers believe are the individual attributes of authentic behaviour and whether a brand displaying these attributes will affect the actions of consumers. The study identifies a large “authenticity gap” between brands and consumers, with 75 percent of nearly 12,000 consumers surveyed across 14 markets indicating that brands and companies have a credibility problem.

     

    Key findings of the study include:

    :: High Global Cynicism: Consumer cynicism is highest in Western Europe, with only seven percent of those surveyed in the UK, France, Germany and Spain – and a mere five percent in Sweden – describing brands as “open and honest.” In the least cynical countries – China and Indonesia – that number only climbs to 36 percent and 35 percent, respectively. Americans fall somewhere in the middle, and closer to the global average of 22 percent, with less than a quarter of Americans (23 percent) seeing brands as honest.

    :: Privacy Matters: Given the recent public standoff between Apple (#5 on the global Authentic 100) and the United States FBI over encryption technologies, it is worth noting that privacy concerns are now seen as a core component of what makes a brand authentic in the eyes of consumers. Globally, “protecting customer data and privacy” ranked as the fourth most important attribute of authenticity today.

    :: The Authenticity Opportunity: Nearly nine out of 10 consumers are willing to take action to reward a brand for its authenticity, including 52 percent who would recommend the brand to others and 49 percent who would pledge loyalty to the brand. Twenty percent would be prepared to put their money on the table and invest in a brand that proves its authenticity.

    :: Authenticity as a Personal Experience: Consumers are looking for daily, real-life reminders that they can count on brands. In defining authenticity, they prioritise “high quality” (66 percent) and “delivering on promises” (70 percent) over more lofty measures like “social responsibility” (57 percent) and “environmental responsibility” (55 percent).

     

    “The rules of communication have irrevocably changed, and we’re seeing consumers reward brands that understand how to engage with them openly and honestly. In fact, consumers will forgive the occasional corporate misstep if a company is upfront, and addresses the issue head-on,” says Donna Imperato, CEO,  Cohn & Wolfe. “The brands topping the Authentic 100 understand this, and have demonstrated consistently that they value more than just their bottom lines by fostering a genuine dialogue with their customers.”

     

  • The TVC urges consumers to not settle for less in the name of affordability, when they can get a complete meal at a pocket friendly price with the KFC 5-in-1 Meal Box

    KFC launches TVC for its 5-in-1 Zinger Meal Box

    By A Correspondent

     

    KFC has launched its TVC for the 5-in-1 Zinger Meal Box – the second avatar of the box that creates a complete lunch meal using the iconic Zinger Burger.

     

    Commenting on the launch of the TVC, Lluis Ruiz Ribot, CMO, KFC India said, “The new TVC showcases just how filling the 5-in-1 Meal Box can be in comparison to other meals, especially now that consumers can get their favorite KFC Zinger in the Meal Box, making it trulySab Pe Bhari! The TVC urges consumers to not settle for less in the name of affordability, when they can get a complete meal at a pocket friendly price with the KFC 5-in-1 Meal Box.’’

     

    In the TVC its lunch time, and the 5-in-1 Meal Box consumer with his big meal takes a seat on bench with another person eating his small regular lunch. The 5-in-1 Meal Box tips the bench and the second person with his meal easily slides down to the edge. Now both of them are close and the small lunch guy is hungrily staring at the 5-in1 Meal Box.