MxMIndia

Category: PRODUCTS

  • The campaign is currently live on Nikon's social media platforms with 1 million plus views and runs for duration of 6 minutes and 50 seconds

    #DiscoverYourself, says Nikon in latest campaign

    By A Correspondent

     

    Nikon India has come up with a new campaign, #DiscoverYourself, that is targeted at today’s millennial generation to encourage them to step out of their comfort zone and explore life.

     

    The campaign is currently live on Nikon’s social media platforms with 1 million plus views and runs for duration of 6 minutes and 50 seconds. The campaign portrays a young couple who have taken the plunge of quitting their jobs despite being well performers, in pursuit of their individual dreams. The video also attempts to transcend traditional norms and notions for a young unmarried couple and the youth from 21st century encouraging them to seek soulful happiness. The campaign tagline ‘I am a seeker, I am Nikon’ states how the brand Nikon is encouraging individuals to pursue their goals and find their true selves.

     

    Sajjan Kumar, Vice President – Imaging Division, Nikon India, says, “The DVC has been created to celebrate the enthusiasm of the new age generation, who is ready to undertake risks and fulfil their passion and dreams. At Nikon we believe in encouraging individualism and an entrepreneurial spirit among the youth today. The DVC reinforces our image as a unique driving factor for the people to accomplish their goals.”

     

  • Invites fans to share designs for their new collection

    Skybags announces launch of Canvas Project Season 2

    By A Correspondent

     

    After a fairly successful Season 1, Skybags has announced Season 2 of ‘The Skybags Canvas Project’. The campaign is a one-of-a-kind outreach, which offers creative minds a chance to create exciting designs exclusively for a new collection of bags from Skybags.

     

    The campaign kicked off on 29 April 2016 and will allow contestants to upload their fresh and appealing designs and generate maximum ‘likes’ from their friends and followers on social media until 31 May 2016. Varun Dhawan, the brand ambassador, Skybags and Vasant Dewaji, VP – Design and Development, V.I.P Industries will personally review all the entries and select the best design. The winner’s design will feature on Skybags’ next bag collection and also be awarded a high-performance laptop and the runner-up will win a sensational hover board. Contestants are also in for a great ride as Skybags will give away a new backpack daily to the finest design entry of the day.

     

    Announcing the launch of this campaign Varun Dhawan, Brand Ambassador – Skybags says, “Skybags is all about moving in style, and nothing screams out ‘style’ louder than designing something of your own. The Canvas Project is something to keep an eye out for; especially for those who want to make a personal statement and like to showcase their creativity. It would be really exciting to see what designs contestants come up with week after week and finally what will be selected as the best design for the new collection.”

     

    Commenting on the marketing campaign Sudip Ghose, Vice President, V.I.P Industries, says, “The first season of this campaign was extremely well received by the young, enthusiastic Skybags fans helping us source thousand of design submissions and in season 2 we are hoping to double the figures. As a brand we are always looking at ways to innovate and to offer something unique which truly resonates with our audience. The Canvas Project offers a great proposition not just for the audience to engage with the brand but also for the brand to understand the mindset of the consumers and to offer a quality product.”

     

    To participate one has to log on to the website and submit their designs. They can ask friends & family to vote for their design. This project will see intense promotion on Social Media Platforms, heavy footfall areas like malls, design institutes, colleges.

     

  • The rebranding reflects the company's commitment to its dynamic key consumers

    Elephant Design helps MTR Foods unveil new brand identity

    By A Correspondent

     

    MTR Foods Pvt. Ltd has announced the launch of its new brand identity with a new contemporary logo and youthful packaging, personifying the transition to an innovative and relevant brand. The rebranding – created by Elephant Design – reflects the company’s commitment to its dynamic key consumers.

     

    The rebranding has been the result of a growing realization that consumer behavior has changed dramatically in the last few years and in order to stay relevant and be the preferred choice of key consumers, the brand had to also change. Looking at the dynamic environment and consumer behavior, the brand introduced 44 innovations in their product line in the last three years and has planned on making MEGA Innovations a part of their ongoing strategies going forward.

     

    As a part of their growth strategy the company also announced the opening up of their new ecommerce site that will give consumers a clear access to the entire range of the company’s 140+ products.

     

    Emphasizing on the need for rebranding, Sanjay Sharma – CEO, MTR Foods, said “Today’s consumers have evolved quite a bit – both in terms of their food preferences as well their consumption patterns. They prefer Indian Food but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers.”

     

    He further explained the need for a new brand identity, “However, as a brand we needed to change to reflect who our key consumers are today. While the new brand identity better represents where the company is today, our detailed growth strategy will make MTR ready for the future. This is the new beginning for MTR Foods and we are confident that the changes we have undertaken and our new brand identity will make us a part of our consumers’ everyday lives.”

     

    Atle Vidar, Executive Vice President and CEO, Orkla Foods added, “Over the last three years, Orkla Foods has transformed into a leading Nordic branded consumer company that will play a more active role in partnering the growth of MTR Foods. We are very proud to be the owners of a brand like MTR and will continue to contribute to the growth of the brand with a seamless transition of best practises and consumer insights. The launch of the new brand identity reaffirms our symbiotic partnership and the path we are going to charter together.”

     

  • The film begins with the husband entering the house after his morning tennis session

    FCB BLR unveils campaign for Sunfeast Farmlite

    By A Correspondent

    ITC has launched Sunfeast Farmlite Digestive All Good with a TV commercial conceived by FCB Ulka, Bangalore. The film captures the quirky and endearing side of a health-conscious couple on a Saturday morning, while also informing the viewers that ordinary digestives are not what they seem to be.

     

    The film begins with the husband entering the house after his morning tennis session. The wife playfully teases him about his health regime, as she sorts her grocery shopping. He decides to participate in the fun, in turn challenging her about her health regime. The fun banter ceases when he discloses that her trusted digestive biscuits aren’t as good for her after all. Just when she’s feeling cheated by her biscuits, he introduces her to the true digestive biscuit, Sunfeast Farmlite Digestive All Good.

     

    Speaking about the commercial, Menaka Menon, Vice President, FCB Ulka, Bangalore, says, “Farmlite is ITC Biscuits’ play in the health space, and true to form they’ve come up with a winner product, that has absolutely no Maida and no added Sugar either. The new TVC aims at telling the viewer about what makes a true digestive biscuit. It encourages her to look at the back of the pack and see for herself what it is that she’s actually consuming.”

     

    Vinci Raj, Senior Creative Director, FCB Ulka, Bangalore, points, “Only when the product is so honest, can we boldly talk about it in our communication. Through this memorable ad, we aim to teach consumers how to evaluate a product, especially one directly resulting in their well-being.”

     

  • GolinOpinion India will lead a creative and integrated communications strategy to continue to assert Porsche as the leading sport luxury car brand

    Go­­­linOpinion wins the India PR mandate for Porsche and Lamborghini

    By A Correspondent

     

    GolinOpinion has won the PR mandate of two brands in the automobile sports and luxury sector – Porsche and Lamborghini. The agency was appointed after a multi-agency pitch and will work closely with the leadership team to provide decisive and dynamic strategy for both iconic brands.

     

    Pavan Shetty

    GolinOpinion India will lead a creative and integrated communications strategy to continue to assert Porsche as the leading sport luxury car brand and Lamborghini as the most aspired luxury car brand in India.

     

    Commenting on the appointment, Pavan Shetty, Director – Porsche India said, “A strong communication strategy is essential to achieving Porsche’s goals in India. GolinOpinion’s innovative ideas and dynamic approach resonates with our ideology and approach. We are confident that they are the right partner to build and communicate our vision.”

     

    Sharad Agarwal

    Sharad Agarwal, Head – Lamborghini India said, “Our choice for GolinOpinion is not only because of the fantastic credentials that it holds, but also the deep consumer insights and creative strategies that the team brings with it. Our communication in India will be in sync with our global strategy and we look forward to an infusion of their thinking for developing the next phase of the brand and all our communication seamlessly.”

     

     

     

     

    Ameer Ismail

    Commenting on the win, Ameer Ismail, Executive Director, GolinOpinion &dCell said, “We are delighted to have won this prestigious mandate. We believe that in the management, we have found a partner who understands and believes in the power of all-inclusive branding and strategy, and with whom we will achieve the path-breaking results that the brand aspires to. In this ever evolving industry, Porsche and Lamborghini are both prestigious brand legacies that believe in driving passion and taking every aspect of communication and brand value to the next level.”

     

  • Through this integrated campaign, Garnier Men aims to leverage television and social media to promote the product

    Garnier Men fights pimples in its new integrated campaign

    By A Correspondent

     

    Garnier Men has launched their new marketing campaign featuring Sushant Singh Rajput for their Acnofight facewash,set in the context of cricket. The first leg of the campaign was launched on 1st May with a 20-sec TVC.

     

    Through this integrated campaign, Garnier Men aims to leverage television and social media to promote the product. With digital and TV being the lead mediums, the brand is planning innovative contests to engage directly with consumers and educate them about the product benefits.

     

    On the new campaign, Pankaj Sharma, General Manager, Garnier India said “We are excited to present this new campaign as it fits the brand very well. Garnier Men is today the No. 1 brand in Mens Cleansers and is about an active, healthy life free from any skin problems. Our consumers are big on sports and with the current conversations around cricketing events in the country we felt this campaign would instantly connect with the target audience. Sushant too, has had a strong association with the sport and is a sought after influencer. We’re hoping to communicate our product benefits through a campaign that speaks the same language as our consumer.”

     

    Payal Vaidya, Executive Creative Director, of Publicis Communications Pvt. Ltd., from the agency helming the brand, added, “We’ve always pushed the envelope when it comes to Garnier Men. And this time around too, we’ve done exactly that. The creative challenge was to communicate the efficacy of the product whilst keeping it engaging and super relevant. So, we used a language that everyone in our nation speaks – Cricket, to deliver the key message #HitPimplesForASix. With cricket itself undergoing innovation, it was only fair its manifestation remains equally innovative. Grooming + Sport + Innovation = Now that’s Garnier Men for you!”

     

  • Campaign highlights the brand’s relevance in daily life by recreating ‘Moments of Love’

    Tata Sky celebrates special moments with new campaign

    By A Correspondent

     

    Tata Sky has rolled out its latest campaign showcasing its multiple products & services. The integrated campaign was launched alongside the ninth edition of Indian Premier League (IPL) 2016.

     

    Titled ‘Pyar Jingalala’, the advertisements in the campaign bring to life beautiful moments of love Tata Sky can re kindle among couples in all walks of life and across towns. The plethora of services available to a Tata Sky subscriber are woven into small yet multiple stories of couples experiencing moments of love thanks to their Tata sky connection.

     

    “The idea was to take brand love a step further by highlighting the role Tata Sky plays in the lives of people across the country. How its innovative services and offerings help couples connect with each other better as they sit in front of their Tata Sky box for their daily dose of entertainment,” says Tata Sky Chief Communications Officer, Malay Dikshit.

     

    Actve English: Tells a story of a newly married couple conversing on the phone. In the film, the small town wife pleasantly surprises the husband by speaking romantic lines in English. The ad reveals Tata Sky Actve English as the string tying this moment together.

     

    Daily Recharge: Tells a story of the middle aged couple out for an evening walk. The wife wonders out aloud that how come her husband who usually remembers everything doesn’t remember the shop for Tata sky daily recharge. To which the husband instantly replies, “Agar yaad rehti, to tumhare saathai se chalneka chance kahamilta.” Amazed, the wife breaks into a smile and holds her husband’s hand and starts walking.

     

    Actve Fitness: Here a senior citizen is vigorously exercising, when the wife walks in concerned, asking ‘What are you doing?’ To which the husband replies, that she keeps complaining about how much he keeps troubling her. So if he exercises and stays fit, he can trouble her for a few more years. This leads to a charming outburst from his wife to which her playful husband can’t help but smile. The ad ends indicating Actve Fitness and the line ‘Iskolagadala to Pyaar Jingalala’

     

    Ogilvy and Mather‘s Creative Director Sukesh Nayak says, “The campaign is based on a powerful insight that every day, couples across the country tune in to watch their favourite programs together. We used this insight to come up with an campaign idea that celebrates the love that Tata Sky helps rekindle every single day. The challenge was to bring alive the magical moments of love, re kindled through Tata Sky, through minimal scripting, with expressions taking centerstage in each story.”

     

    Tata Sky is also rolling out South Indian versions of the campaign soon in Tamil, Telugu, Kannada and Malayalam. The campaign brings brilliant actors, some known (Patralekha, Rahul Bagga, Manish Chaudhry) some forgotten faces (Suchitra Krishnamoorthy, Vishwa Badola) on screen.

     

  • Communication to the target audience gets re-defined through its new TV campaign

    Himalaya Herbals ‘First Pimple’ campaign gets a fresh look

    By A Correspondent

     

    The Himalaya Drug Company has launched its new TVC to drive the usage of its flagship product – Himalaya Herbals Purifying Neem Face Wash. The campaign captures emotions attached to the first pimple and how teenagers turn to their near and dear ones to seek solutions.

     

    The new TVC has been conceptualized by Soho Square and directed by Gajraj Rao. Backed by the consumer insight, the 30 sec ad showcases teenagers turning to their family for advice on skincare especially when it includes concerns like pimples. Himalaya’s new commercial reveals how two siblings bond over a shared concern while also throwing light on the emotions attached with the first pimple. The elder sister helps her younger sister by motivating her to face her first pimple. The commercial ends with the functional benefit of using Purifying Neem Face Wash for pimple free skin, with the underlying message ‘Himalaya sabse pehle’

     

    Rajesh Krishnamurthy, Business Head – Consumer Products Division, The Himalaya Drug Company said, “Himalaya Purifying Neem face Wash is our flagship product of the portfolio.  Being market leaders, we plan to increase awareness on Facial Cleansing and thereby drive category penetration and growth which is pegged at INR 1640cr and growing at 17%. Providing ‘Pimple Free Healthy Skin’ to teenagers has always been our endeavor, and the new commercial delivers the message in an interesting way. The communication has been backed by strong consumer insights and we feel the commercial will connect with the teenagers and enable them to have Pimple free Healthy Skin.”

     

    “Only 11 per cent of Indian households use face wash and there is a huge potential to drive penetration. Our First Pimple campaign is planned towards recruiting new users in the category. Pimple is one of the bigger skin problems that Indian girls on the face. They start dealing with it at an early age of 13. The campaign connects with these girls and assures them of a solution with Himlaya neem face wash.

     

    Consumer study reveals that when girls get for the first time, it starts playing on their mind and they get distracted. Elder siblings play an influential role at this age. The sweet bantering between 2 sisters in the communication drives emotional connect with these girls and builds positive inclination towards the brand” says Rahul Panchal, Marketing Manager, Face Care.

     

    “Himalaya Neem face wash created the face wash category in India and continues to carry the responsibility of inspiring new entrants.  In its current avatar the communication taps into the trend of talent and performances being an important part of our audience’s life. The brand continues to build on the theme of trust and confidence that it has come to be known for,” said Ganga Ganapathi, Vice President, Soho Square

     

  • The Publicis Groupe-owned MSLGroup will take charge fo all communications (PR), brand and digital activity for the Mumbai-headquartered company

    Mondelez moves to MSLGroup for comms

    By A Correspondent

     

    Chocolates to candies to cookies and dairy products giant Mondelez has moved its communications business for India to the MSLGroup.

     

    The Publicis Groupe-owned MSLGroup will take charge of all key communications activity for the Mumbai-headquartered company.

     

    Although MSL has been handling part of the Mondelez business for a while, Perfect Relations was the incumbent on a significant part of the business. MSL will also also oversee and execute the digital (and social media) mandate for Mondelez. While MSLGroup officials were not reachable for comment, MxMIndia has received a confirmation that the account has been won.  In fact, MxMIndia has been interacting with MSLGroup on Mondelez since February 2016.

     

  • In addition, Usha has also launched a campaign for its fans portfolio called 'Hawa Happy'

    Usha unveils new campaign to promote Nutripress Cold Press Juicer

    By A Correspondent

     

    Usha International has unveiled a TV-led campaign including five different TVCs with its central theme – Get more juice out of life. These TVCs have been created by Goldi locks India Pvt. Ltd. which showcases the advanced aesthetics and functionalities of the newly launched Usha Nutripress Cold Press Juicer.

     

    With an endeavour to create the category of cold press juicing in India, each of the five films communicates benefits of the Usha Nutri Press Cold Press juicer which includes nutritious juice from whole fruits, hard and leafy vegetables, milk from nuts and grains and making delectable frozen fruit desserts.The Juicer can not only preserve more nutrients, yielding the best possible natural flavor but also delivers more juice per fruit/vegetable.

     

    Commenting on the campaign, Harvinder Singh, President – Home Appliances, USHA International said, “We are delighted to introduce the Usha NutriPress Cold Press Juicer in India. In a market dominated by cut-throat competition and evolving customer aspirations, the ability of a brand to innovate and strike the right chord with its customers sets it apart. Today, as a consumer we always have the urge to get the more out of everything we buy without compromising on quality. USHA has always been the loved brand in India and promotes an active lifestyle through innovative products, multiple sports associations and activations.”

     

    In addition, Usha has also launched a campaign for its fans portfolio called ‘Hawa Happy’. This new campaign highlights the efficient spread of air in every corner of room. This creative campaign designed by Grey Worldwide, smartly integrates the performance excellence of USHA fans along with aesthetic appeal of the range that makes users ‘Hawa Happy’. This multimedia campaign is designed to boost brand connect with masses.

     

  • What looks like just another lost and harmless insect is actually a remote controlled bot that's beaming out critical information about Blue Star's breakthrough VRF IV Plus Air conditioning System

    FCB Interface unveils new campaign for Blue Star

    By A Correspondent

     

    Dramatising the proposition of the most advanced VRF (Variable Refrigerant Flow) AC system, the ad film highlights a state-of-the-art research centre where Blue Star’s R&D experts are busy at work. Into this setting comes an uninvited guest, a bee. However, what looks like just another lost and harmless insect is actually a remote controlled bot that’s beaming out critical information about Blue Star’s breakthrough VRF IV Plus Air conditioning System. And what follows is a tale of espionage that unfolds in a quirky, dramatic manner that is the hallmark of the Blue Star brand.

     

    Robby Mathew, Chief Creative Officer, FCB Interface said, “The brief for Blue Star’s VRF IV Plus was particularly challenging. We had to spin a story with an engaging plotline that also showcased four important features of the product. After many brainstorming sessions within the agency and with the client, we came up with a plot that takes off on hi-tech spy thrillers, has the quirky Blue Star touch and does full justice to a product that’s truly cutting edge”.

     

    B Thiagarajan, Joint Managing Director, Blue Star Limited said, “Blue Star VRF IV Plus is the country’s first ‘Made In India’ 100% inverter VRF system. With unique features such as 100% capacity at even 43°C, non-stop cooling even at a peak ambient temperature of 56°C, very high IPLV of 7, wide voltage range of 360 V  to 460V, 1000m piping length and smart controllers, this is a state-of-the-art VRF system and is truly unmatched. With this product, we have proven that an Indian manufacturer equipped with the right technology and robust research and development capabilities can develop a product that is best-in-class and can challenge any product globally. And our ad film communicates this effectively”. N-IN style=’font-size:14.0pt;font-family:”Constantia”,”serif”;mso-bidi-font-family: Latha;mso-bidi-theme-font:minor-bidi’

     

    Commenting on the campaign,Harvinder Singh, President – Home Appliances, USHA International said, “We are delighted to introduce the Usha NutriPress Cold Press Juicer in India. In a market dominated by cut-throat competition and evolving customer aspirations, the ability of a brand to innovate and strike the right chord with its customers sets it apart. Today, as a consumer we always have the urge to get the more out of everything we buy without compromising on quality.USHA has always been the loved brand in India and promotes an active lifestyle through innovative products, multiple sports associations and activations.”

     

    In addition, Ushahas also launched a campaign for its fans portfolio called ‘Hawa Happy’. This new campaign highlights the efficient spread of air in every corner of room. This creative campaign designed by Grey Worldwide, smartly integrates the performance excellence of USHA fans along with aesthetic appeal of the range that makes users ‘Hawa Happy’. This multimedia campaign is designed to boost brand connect with masses.

     

     

     

  • The campaign kick-starts with a digital film on cricket, in the wake of the ongoing IPL

    TVS salutes the ‘Stars behind the Stars’ with new digital campaign

     

     

    Celebrating the unsung heroes behind the success of popular stars, TVS StaR City+ and TVS Sport have rolled out a digital campaign – A salute to the stars behind the stars. As part of the digital campaign, the inaugural film focuses on four protagonists, who ardently work behind the scenes to make the game of cricket enjoyable and glorious for audiences. These individuals help star cricketers become high performing achievers with their commitment and passion. Stars are usually perceived to be famous personalities across various fields. While there are multiple platforms for the common middle class Indian to achieve stardom in today’s digital era, there are many unsung heroes passionately working in their respective fields without seeking stardom. These are the real Stars of their own stories!

     

    The campaign kick-starts with a digital film on cricket, in the wake of the ongoing IPL (Indian Premier League) series. The series will explore other topical sports in the coming times.

     

    The stars in the inaugural digital film include Ram Bhandari, bat maker – worked on bats of many famous players; Shaikh, coach – coaches Pranav Dhanawade world record holder of making 1000 runs in one innings; Ramesh Mane, Acu-masseur – worked with the Indian Cricket Team from 2005-2015; Prakash Dahatonde, statistician – records the achievements of young Indian cricketers and supplies the information to Wisden.