MxMIndia

Category: PRODUCTS

  • #Ittakescourage campaign also lives on social media and on Ray-Ban.com, where users will be inspired and encouraged to be courageous

    #Ittakescourage, affirms Ray Ban in integrated campaign

    By A Correspondent

     

    Luxottica Group – the global leader in premium eyewear and owner of iconic sunglasses brand Ray-Ban – has launched its new communication campaign #Ittakescourage.

     

    The communication campaign, shot in L.A. by photographer Mark Seliger, features a series of eight creatives focusing on the brand’s DNA: the courage to be yourself. That courage that is not the absence of fear, but the triumph over it, that is not just physical bravery but is what pushes people to face their fears and to go beyond their limits.

     

    The protagonists of these shots are people that are being courageous, because they are being brave to be imperfect, thus fighting against the society and its stereotypes, they go beyond their limits and are brave to express and expose themselves, their talents, their emotions. They have the courage to take decisions or to stand up for what is right, to act in accordance with their beliefs, in spite of criticism. All of them are being brave in their way – you just do not have to jump from a plane with a parachute to be courageous.

     

    #Ittakescourage campaign also lives on social media and on Ray-Ban.com, where users will be inspired and encouraged to be courageous.

     

    For instance, for encouraging people to open their hearts, Ray-Ban will create a social experiment to witness two people meet for the first time and ask each other a series of questions, which increase in depth of emotion until they are finally asked to just hold each other’s stare for a full 4 minutes. Or again, as it takes courage to say ‘sorry’ Ray-Ban will investigate if a single ‘sorry’ can make things that are broken whole again by reuniting a critic and the criticized in order to break a plate together symbolizing a break from past. Lastly, to encourage people to unplug Ray-Ban will document an international group of digital influencers and send them to a location that has every modern amenity save for the internet and document them as they go from plugged in to unplugged.

     

  • What emerged as an idea was to create an act that would call for some fresh thinking not just in the deodorant category, but in our daily lives and the way we look at women

    He Deodorants & Orchard team up in campaign

    By A Correspondent

     

    Advertising today is heavily dependent on sexy women, provocative messaging and outlandish claims of increasing desirability for the opposite sex. The deodorant category in particular has seen many such stereotypes, where brands compete to be the best chick magnet.

     

    HE Deodorants from the Emami Group bucks the trend with Orchard Advertising (part of the Leo Burnett Group India) as their partner. The agency’s work on International Men’s Day over the last couple of years has been hugely refreshing and entertaining.

     

    So when HE Deodorants was looking to launch a new variant, Orchard Advertising and the brand teams put their minds together to come up with something exciting and clutter breaking. What emerged as an idea was to create an act that would call for some fresh thinking not just in the deodorant category, but in our daily lives and the way we look at women.

     

    The agency thus devised a product idea and relied on strategic communication to champion the cause of “respect to women” in all walks of life. A polar opposite to everything the category at large propagates.

     

    The brand team at HE Deodorants was equally enthusiastic and brave enough to take the idea into an uncharted territory. Which was to create a product that embodies the smell of respect. And thus was born HE Respect.

     

    The thought behind the campaign was simple. Real men respect women. Because HE Respect is a perfect men’s product that stands up for women on all fronts.

     

    The campaign, which is designed around the central thought “Respect Women” features a TVC, supported by a series of digital films. The TVC outlines how women are made uncomfortable through small and big gestures on a daily basis. The work will also be rolled out across other traditional platforms. Hrithik Roshan and Vir Das are instrumental in supporting the cause in the campaign and the digital space.

     

    Harsha V Agarwal, Director, Emami Ltd, said, “We believe that there is a need to nurture a positive role model among men, who are able to accord respect to women. HE Respect seeks to honour and bring into light such men who believe in honouring women,”

     

    Talking about the campaign, RajDeepak Das, Chief Creative Officer, The Leo Burnett Group India, said,” HE Respect has been a passion project for us from the very beginning. We were clear that an important message needs adequate firepower and support to make a real difference. And we had fantastic partners in the HE brand team who believed in us enough to develop an entirely new product and then a powerful campaign that takes on well established industry practices head on.”

     

    Sharmine Panthaky, VP and Branch Head – Mumbai, Orchard Advertising, said, “With HE Deodorants as a brand we have been clear that there is no merit in falling prey to any of the usual tactics brands and categories employ to sell more stock. We are not interested in helping men attract more women. We would rather stand up for women across the world to give them due respect. This may seem counter intuitive in the category, but we are sure our effort to buck the trend will find support, and we will emerge as the first brand to have taken such a strong stand for women.”

     

    The campaign is currently live on digital platforms. Launched on 13th May, it has already garnered more than 100,000 views on Facebook. Clearly, it is an idea that has connected with people and instigated conversations.

     

    The teaser phase is supported by an activation where thousands of men were sent RESPECT T-shirts. They were requested to wear them and click selfies and post them on the brand’s Facebook page and Twitter handle to endorse the RESPECT philosophy

     

  • It was entrusted with the tasks of the naming, brand identity, visual language and look-and-feel of all interfaces for Tata CLiQ

    Elephant Design develops Tata Unistore identity

    By A Correspondent

     

    Pune-based Elephant Design has done the naming, brand identity, visual language and look-and-feel of all interfaces for Tata CLiQ, the Tata Industries-incubated e-commerce business venture that was unveiled on Tuesday.

     

    Tata CLiQ will open to consumers on May 27 across its website, mobile site and mobile apps, the company said in a statement. At launch, Tata CLiQ will offer consumers apparel, electronics and footwear products. Over the next few months, it plans to expand by adding more categories, brands and features.

     

    “Clique and Click came together to form the perfect name for our platform, which curates authentic and exclusive products for customers with impeccable taste. A name that says shopping online is now so easy and trustworthy, that all it takes is a click. The ‘Q’ in the logo represents a magnifying glass—a visual representation of the brand’s focus on curating only the best brands and products,” said Ashutosh Pandey, chief executive officer (CEO), Tata CLiQ.

     

     

     

  • The Amazon.in home page was taken over for more than 18 hours between May 17 and 18

    Moto G4 Plus launch gets big on Amazon

    By A Correspondent

     

    The launch of the Moto G4 Plus exclusively on Amazon.in on May 17-18 saw many firsts for the brands involved – this is the first Moto exclusive on Amazon.in; the ecommerce player has never given up its gateway or homepage for any launch until now in India; and the co-marketing of the launch on digital in partnership with OgilvyOne will be one of the most high-decibel campaigns ever.

     

    For the launch, the Amazon.in home page was taken over for more than 18 hours between May 17 and 18. Designed and conceptualized by OgilvyOne, the site sported product and promotional banners, all related to the Moto G4 Plus.

     

    There were several exciting bundle offers, launch day promotions and contests running on Amazon.in, including one that allows lucky buyers to win a Moto 360 watch every hour. To top it, an exciting partnership with the Rajinikanth starrer, ‘Kabali’ gives 10 lucky customers who buy the Moto G4 Plus, the chance to see the movie at the audio launch.

     

    In addition, Amazon.in roped in influencers and celebrities Rocky & Mayur, Ashish Shakya, Avinash Gowariker, Elli Avram and Monica Dogra to talk about their experiences with the new phone in a series of videos which were played across the launch promotion time on May 18. The influencers’ unique perspectives on the phone were displayed on the site using dynamic video banners through the day.

     

    Sharing his views on this association, Noor Patel, Director Category Management, Amazon.in said: “At Amazon.in, we are obsessed with offering the greatest selection and best shopping experience to our customers. Moto G has been one of the most successful products for Motorola over the years. We are very excited to partner with this iconic brand for their most sought-after release this year. I am sure our customers will love this specially crafted, one-of-a-kind shopping experience.”

     

  • The campaign talks about working with the Navy which constantly offers more on every parameter

    Indian Navy unveils new recruitment ad campaign

    By A Correspondent

     

    Indian Navy has launched a multimedia campaign aimed at attracting the best talent to join the Navy. The campaign, conceptualised and executed by Carat Communications, comprises two 60-sec TVCs, seven follow-up 30-sec TVCs, OOH, radio and digital. The campaign takes forward the ‘Ocean of opportunities’ theme of the previous Navy campaign, also created by Carat Communications. The campaign talks about working with the Navy which constantly offers more on every parameter and thereby influencing career choices amongst young men and women of today.

     

    With a gamut of career choices now opening up for the Indian youth in the private sector, the defence services have a difficult task in attracting the best talent to become officers. The objective, therefore, was to present the Navy as a career option that offers something extra – the privileges of working with cutting-edge defence technology, the satisfaction of serving the nation, the pride of being a naval officer.

     

    The brief to the agency was to project the Navy as a modern technological force in the forefront of extending Indian influence across the oceans, offering fulfilling careers at sea, on land and in the air.

     

    The most credible ambassador for the Indian Navy to talk to the youth is the naval officer. Therefore, they are the faces of the campaign. They voice their reasons for joining the Navy, the fulfilment of their expectations, their security for their future.

     

    The two 60 seconders show Navy officers preparing for duty, donning their uniforms. Their voiceovers describe their motivation to join the Navy, the role they play in the country’s defence and the tangibles and intangibles they get in return. Intercut with their preparations, are shots of the Navy in all its aspects and in all its glory, that sync with what the voiceovers are describing. The films end with the Navy officers exhorting the youth to follow in their footsteps. “The Navy gives you more,” is their message.

     

    R. Ravi Shankar

    The seven 30-seconders talk about the different values the Navy imparts to its officers. These values are once again fronted and voiced by officers. Each film takes a single letter that unites these values. E.g. Ability, Action, Authority; Confidence, Courage, Career; Desire, Duty, Destiny; etc. Again, the sign-off is “The Navy gives you more.”

     

    Commenting on the campaign, R. Ravi Shankar, National Head, Carat Communications said, ‘It was an absolute privilege to work on a campaign of this size and scale for the Indian Navy. The campaign is essentially about how the Navy scores favourably on every parameter that the youth of today seek in their career of choice. We used our proprietary research tools to zero in on these parameters and discussed them at length with senior officers in the Navy before translating them into creative. The result is a 360 degree campaign that not only builds on our already established ‘An ocean of opportunities’ theme but also projects facts about a career in the Navy, which make it such an attractive and unique option.”

     

    Kaevan Umrigar

    “We decided to keep it simple and show the Navy for what it is, and the officers for who they are. Let them speak for themselves. Our objective was simple – “rongte khade hone chahiye”. When youngsters consider the armed forces, we want the Navy to be first on their list,” added Kaevan Umrigar, creative head, Carat Communications.

     

     

     

     

    Zahir Mirza

    “We lived on an aircraft carrier like a sailor to shoot mid-seas action. We shot inside warships, submarines, and fighter aircrafts. There are no rehearsals when you are shooting warships in action. The film-making challenge was to produce Hollywood-style war film images while shooting in a documentary mode,” said Zahir Mirza, Producer and Director, Labradog Films.

     

  • 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

    Tic Tac unveils new brand campaign

    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 surely a pragmatic way to reach out to college students and young adults who are the core consumers of Tic Tac.

     

  • Brand communications aimed at accelerating collaborative creation to be rolled out simultaneously in 19 countries

    Hitachi unveils its latest global brand campaign

    By A Correspondent

     

    The Hitachi Group has launched a new global brand campaign that is aligned with the management vision based on the ‘2018 Mid-term Management Plan’ created during the current fiscal year. The new campaign will be rolled out simultaneously in 19 countries through various media. Under the campaign copy – The future is open to suggestions. The goal of this campaign is to build the brand through collaborative creation with customers and partners.

     

    For three years starting in 2013, concurrently with the 2015 mid-term Management Plan, Hitachi has been rolling out the global brand campaign, in which it communicates a unified message throughout the world. These activities, which are a first for Hitachi, increase the presence of Hitachi as a global brand, while at the same time supporting the growth of the Social Innovation Business through tie-ins with businesses in various regions.

     

    The goal of the 2018 Mid-term Management Plan, which was created during the current fiscal year, is to make maximum use of IT and OT (operational technologies), two of Hitachi’s core strengths, and to promote the further growth of the Social Innovation Business, while at the same time accelerating collaborative creation with customers as an innovation partner in the IoT era. In the new, in order to illustrate Hitachi’s commitment to lead innovations in both society and industry in the IoT era through the Social Innovation Business, the “Hitachi Social Innovation” campaign logo has been created along with the campaign copy embodying Hitachi’s strong determination to achieve the goals of the 2018 Mid-term Management Plan. TV commercials and Internet advertising provide an exciting means of expressing the ideas achieved through collaborative creation to resolve social issues in the IoT era. The intent is to increase the value of the Hitachi Brand by broadly communicating, to customers and partners throughout the world, Hitachi’s active stance of facing up to and resolving increasingly complex social issues through collaborative creation with stakeholders.

     

    On May 18, as part of the campaign, Hitachi renovated the ‘Social Innovation Hub,’ an internet site that aggregates information related to the Hitachi Group’s activities throughout the world. By further enhancing the transmission of information related to Hitachi’s Social Innovation Business, the company will put in place an environment that further accelerates collaborative creations with customers and partners around the globe.

     

  • With a vision to create greater user experience

    British Paints unveils new TVC

    By A Correspondent

     

    British Paints has launched their latest TVC catering to its target audience. The commercial highlights the unique benefits that come packed in every container they sell.

     

    Reflecting the tagline of the brand – “British Paints – Deewaron Se Dil Tak”, the TVC opens with a young woman making a motif on freshly painted green wall giving it final touch and showing beautifully painted walls and eventually the TVC ends with a line – “Kuch Rang Dilo Ko Chhoo Jaate Hain”.

     

    Ranjit Singh, President, British Paints says, “Our current TV campaign brings forward our manifold and unique attributes, which are intended to offer best in class experience to our customers. Amongst these are brands which not only present finest range of colours, but also are user friendly with low odour and stain resistance. We are proud to share our IGBC Green Pro certification which is a testimony to our initiatives and commitment towards being a socially responsible organisation”.

     

    The TVC is created by Film Farm India Pvt.Ltd in coordination with Hakuhodo Percept and is shot in Mumbai. The short film is a musical and visual manifestation that showcases quality finish interiors and delves on British Paints’ promise of superior quality products. The TVC of British Paints has been aired pan India.

     

    According to Albin Jaison, Ad Director, “The objective of the TVC was to create a positive, lively and memorable image of the brand in the market. This is why the execution idea involved various shades of youthful enthusiasm and imagination. The theme was ‘Deewaron Se Dil Tak’ and accordingly, the story was not just about showcasing the wide range of paints and textures but also about the impact that these beautiful hues can have on somebody’s life. The storytelling was quite attention grabbing and so was the high-point which made this idea so colourful and adorable. From the very beginning, we wanted to be realistic yet aspirational for our target group. One will find the overall execution refreshingly different and interesting, which, I’m sure, will also help the brand touch the “Dil” of millions of customers.”

     

  • The campaign aims to address the inhibitions of around 20mn offline shoppers

    Myntra launches brand campaign to woo offline shoppers

    By A Correspondent

     

    Myntra announced the launch of a new brand campaign ‘Try Myntra. You’ll Love It’, targeted at fashion and lifestyle shoppers who are yet to board the online bandwagon. The campaign aims to address the inhibitions of around 20mn offline shoppers who transact for other services online but are faced with a resistance to purchase fashion online.

     

    Specific barriers such as the need to touch and feel fashion products and perception of complicated exchange policy, among others, have been addressed craftily through a well scripted story board that conveys the message powerfully. Conceptualized by Shirsha Guha and produced by OINK Films, these two 35 second TVC’s have begun airing on all major national channels, digital platform and also radio & outdoor medium in select markets.

    The campaign hinges on the belief that existing customers are allies who can convince the non-buyers by allowing them to unknowingly enjoy a hassle-free online shopping experience. Performing in the TVC are actors Abhay Deol & Ira Dubey, Prateik Babbar & Amol Parashar who through their roles get across the message of ‘Try Myntra. You’ll Love It’. The situations and script construct are crafted to mirror and dispel the fears and concerns faced by ‘non-buyers of online fashion’ and give Myntra a try. It also highlights the brand’s service propositions such as curated collection from over 2000 Indian & International brands, 100% authentic products and quick refunds for a remarkable online shopping experience

     

    The above celebrities were specifically chosen for the role as their image complements that of Myntra’s as they are young, vibrant, with aspiration and readily relate to Myntra’s Target Group.

     

    Speaking about the campaign, Myntra’s CMO & Head of International Brands, Gunjan Soni said, “Myntra as a brand has a clear vision to be the most vibrant, fashion forward and yet friendly & relatable brand that helps Indians look good. This campaign aims to influence India’s offline shoppers by addressing their inhibitions towards online fashion and show to them in a light hearted way how easy and fun shopping on Myntra is.  We are working hard everyday to ensure shopping on Myntra is the best ‘fashion shopping experience’ at every step – great brands, fantastic selection, timely delivery and early doorstep returns. We have used existing Myntra shoppers as our allies and voice in delivering this message. ”

     

    Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “There are 80 million well-groomed, brand-conscious, internet-savvy people out there, who buy everything online, except fashion. Their minds tell them that a platform like Myntra will give them the range, quality, trends and looks that they seek. But their hearts don’t quite agree. Logic and rational reasoning have clearly been insufficient to convert them. So we put forward an argument that they can’t possibly win. After all, how do you dislike something just after you’ve liked it?”

     

  • The agency will handle integrated marketing duties for India’s largest provider of onsite solar power

    Asymmetrique wins marketing and branding mandate for CleanMax Solar

    By A Correspondent

     

    Asymmetrique has won the marketing and brand communications mandate for CleanMax Solar. Asymmetrique will be responsible for a series of activities including brand positioning, digital marketing and lead generation, social media marketing, content creation and marketing, website enhancement and maintenance.

     

    CleanMax Solar is a leader in solar solutions, with the largest installed base of rooftop solar power generation in India. As a first mover in the space, CleanMax Solar enjoys a reputation nationwide of being a solution provider with deep engineering expertise and a no-compromise attitude towards quality.

     

    Speaking on the win, Nitin Gupta, CEO & MD, Asymmetrique said, “It gives us great pleasure to have acquired the opportunity to create strategic communications for CleanMax Solar’s unique solutions. Our aim is to position the brand as a pioneer in solar power projects  and build an effective connect with consumers through focused, cutting edge strategies leveraging our innovative ecosystem.”

     

    Kuldeep Jain, Managing Director, CleanMax Solar, commented, “We are excited to bring on board Asymmetrique, as our brand solutions partner. With their fresh approach and creative thinking, we feel Asymmetrique is sure to add value and offer advanced business-led solutions”

     

  • The funds will help SheThePeople with its future expansion plans as it launches new initiatives including forums, events and regional languages

    Anand Mahindra invests in video platform on women achievers

    By A Correspondent

     

    Anand Mahindra, Chairman of Mahindra Group has invested into the digital storytelling platform for women www.SheThePeople.TV, founded by award-winning journalist Shaili Chopra.

     

    Mahindra has invested in his private capacity in the video platform, which is building a much-needed digital media space and ecosystem for women achievers and is dedicated to championing and promoting their success stories.

     

    Since its inception, SheThePeople.TV has profiled stories of nearly 10,000 inspiring women, who are entrepreneurs, authors, game-changers, sportswomen, corporate executives and more. It has been able to offer networking opportunities to over 100,000 women via conferences, meets and other events. It was an official partner for the government’s prime program for entrepreneurs Start-Up India in January 2016 and for the startup initiative at Make In India week in Mumbai February this year.

     

    Regarding his decision to support the platform, Anand Mahindra said, “Women need a space that quenches their intellectual hunger, engages, and empowers them with relatable content. With Shaili as founder possessing a solid understanding of both conventional and digital media over 15 years, I have great confidence that SheThePeople.TV will become a focal point of inspiration for tomorrow’s women leaders.”

     

    SheThePeople.TV is the go-to platform for women in India for inspiration, engagement, and is documenting the changing discourse on women in the country. The stories are currently offered in English and Hindi versions and driven primarily by video content. Shaili Chopra’s fifteen years of experience in television and her discerning understanding of the digital media business have together helped her build this to a critical mass within one year of its inception.

     

    The funds will help SheThePeople with its future expansion plans as it launches new initiatives including forums, events and regional languages.

     

    Commenting on the investment by Anand Mahindra, Shaili Chopra said “We are thrilled to see Anand’s belief in our vision and the platform. He is not only a corporate leader with an evolved intellect but also a great supporter of women leadership in various fields. We are happy to have his support, which indicates his desire to back new and progressive ideas as well as new technologies, which extend beyond the traditional formats. Our passion is to identify new and young women leaders as India witnesses millions of women join the work force and share their stories.”

     

  • The ad targets urban news consumers in the age group of 18-35, who value brevity and time

    Inshorts unveils inaugural brand campaign

    By A Correspondent

     

    In order to boost awareness about its short form content value proposition, news app Inshorts has launched a video commercial of its first ever brand campaign on YouTube. Executed by Cheil India, the ad targets urban news consumers in the age group of 18-35, who value brevity and time.

     

    Carrying the tagline – “Short mein jaano”, the campaign captures real life situations where the protagonists get frustrated from people around them who waste time in beating around the bush instead of communicating to the point.

     

    This being the central theme, the video commercial revolves around a bomb squad commando stuck in a situation of urgency, awaiting instructions from his senior, to take the necessary action. It is only after a series of unimportant information that the commando is guided about the course of action he was looking for all along.

     

    Inshorts, through its 60-word shorts, provides users a unique content discovery experience that allows them to read a lot of news items in short, in very little time. With just a few swipes, at a time and place of their convenience, consumers can keep abreast with all the important news of the day.

     

    Commenting on the launch of the campaign, Azhar Iqubal, CEO & Co-Founder, Inshorts said, “Being an internet company, we are launching our campaign online first and intend to go all out with ATL and BTL campaigns later. Through this TVC, we hope to highlight the Inshorts value proposition of keeping its users updated with simple, factual and to-the-point content which can be consumed in minimum time.”

     

    The commercial has been directed by Gajraj Rao, produced by Code Red Films and conceptualized by Cheil India. The four-week long campaign will go live on digital and social platforms like Google, YouTube, Facebook, Instagram, etc.

     

    On the launch of the campaign, Aneesh Jaisinghani, Executive Creative Director, Cheil India said – “When you have a great product like the Inshorts app, a veteran director like Gajaraj Rao, super talented actors like Rajesh Sharma, Nikhil Ratnaparkhi and Sumit Gulati, a few things are guaranteed, a ball of a shoot and a couple of awesome TV commercials. Hope the viewers enjoy watching them as much as we enjoyed making them”