MxMIndia

Category: PRODUCTS

  • The campaign is led by a TV commercial directed by London based award winning film, creative and art director Harvey B Brown

    Jabong ups “Be You” positioning in new brand campaign

    By A Correspondent

    Jabong is back in action with its largest ever brand campaign. The campaign is a contemporary take on Jabong’s positioning of “Be You”, celebrating diversity. The campaign is led by a TV commercial directed by London based award winning film, creative and art director Harvey B Brown. Harvey has earlier created a fusion of high fashion and film collaborations with artists such as George Michael & Elton John among others. He is known globally for his well acclaimed commercials for Mont Blanc, Swatch, D&G, and closer home, for IndiGo Airlines, Incredible India and many others.

     

    Speaking about the campaign, Sanjeev Mohanty, CEO & MD, Jabong said: “This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be slave to a trend. You could be skinny, plus sized, bold, meek, short or tall – but you are who you are – and fashion helps you Be You. This campaign celebrates their choices, and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand.”

     

    Talking about the theme of his latest TV commercial for Jabong, Harvey B Brown said: “Fashion can be bold and brave and yet be within reach. Through this campaign, I want to break the stereotypes that limit the very creative expression that is needed to make a truly personalized fashion statement. Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational. So you’ll see young men and women wear shirts as colourful turbans, sweatshirts as pants, men’s trousers as women’s jackets, and so on.”

     

    Asheesh Malhotra – President, Head of Mumbai & Delhi, Bates CHI& Partners commented: “Fashion isn’t really understood well in our country. Most retailers and ecommerce aggregators have commoditized the category even further. Wearing /selling bright, pretty clothes and putting them on chiselled bodies is equal to fashion. Having spent a good part of his life in the industry, Sanjeev is very passionate about the category; his vision was very clear. He wanted to give fashion its due and redirect the conversation about fashion, which is beyond the fabric and talking to people who want to be fashionable and be comfortable with their bodies and not enslaved by trends. The team delivered a campaign which is rule bending yet not preachy.”

     

    Jabong is investing in a 360 degree marketing campaign extending across multiple media. The commercial will be on air on across all leading channels in entertainment, music, movies, sports and other genres on TV, supported by a large scale outdoor + cinema presence. On digital, this campaign is being promoted across YouTube, Facebook and multiple other digital properties.

     

  • Hrithik Roshan will launch a series of new pens backed by a high visibility publicity campaign

    Hrithik Roshan appointed brand ambassador for Flair Pens

    By A Correspondent

     

    Pen manufacturer Flair, has announced its alliance with Bollywood Superstar Hrithik Roshan. Hrithik Roshan will launch a series of new pens backed by a high visibility publicity campaign.

     

    K J Rathod – (Chairman-FLAIR) explained: “Flair pens has an installed capacity of 5 million pens per day and are sold in India through a strong distribution network of 4000 distributors and 245,000 retailers. Bollywood Superstar Hrithik Roshan would be a big brand differentiator and will help Flair Pens increase product awareness and add new customers.”

     

    Flair proposes to launch many new pens with unique features that enhance consumer experience. India uses 880 crore plastic pens annually and dump them polluting the environment. A regular ball point pen has a writing length of about 1000 meters. As an environmentally conscious measure Flair has two of the longest writing pens. “A pen is capable of adding growth to your Life” explained Hrithik Roshan.

     

    Flair’s new point of sale publicity material featuring Hrithik Roshan is expected to improve the look and feel of the retail outlets and make pen purchase a fulfilling experience for the consumers.

     

     

     

  • Edelweiss unveils new TVC ‘Saina and Daadi’

    By A Correspondent

     

    Edelweiss Group has launched its latest TVC titled ‘Saina and Daadi’, taking forward the brand’s core idea of – ‘We understand your needs’. Edelweiss follows a customer centric approach – Suno Samjho Suljhao – to thoroughly understand client needs in order to provide the most appropriate financial solution.

     

    The TVC uses a simple storyline using every day example of gifting – where most of us assume that the gift is appropriate or necessary to the one being gifted. And as probably experienced by many, a greater understanding of a person’s needs or aspirations is probably the only way to finding the ‘perfect gift’ – the most appropriate and appreciated gift. The TVC aims at drawing parallels with Edelweiss where financial experts spend time in listening to customers for understanding their needs and aspirations in order to provide the right financial solution.

     

    “Our research over the years has highlighted the issues that consumers grapple with repeatedly in dealing with financial services. Be it being saddled with a product that they don’t need or inherent complexity of world of finance or confusion given the plethora of choices or lack of transparency.

     

    At Edelweiss we believe in understanding our customers by spending time with them and then offering appropriate financial solutions. This message has been beautifully conceived and delivered in our film which shows our brand ambassador Saina Nehwal’s endearing bond with her grandmother and shows her in as a regular person and not in her usual badminton avatar – something that even she liked very much”, said Shabnam Panjwani, CMO, Edelweiss Group.

     

    Explaining the campaign further, Raghu Bhat, Founder Director, Scarecrow Communications said that, “The creative challenge was to convert a claim into an endearing and believable human story. Also, integrating Saina into the storyline in a way she appears as a ‘real’ person rather than a ‘badminton superstar’ was an objective. Vishal Manglorkar’s cinematic interpretation of the brief ensured that we captured lots of nuances without losing out on the ‘soul’ of the story or the essence of the Edelweiss brand.”

     

  • Edelman Edge provides a science-based framework to easily adapt multi-market campaigns to local market conditions

    Edelman Edge unveils a new campaigning methodology tool

    By A Correspondent

     

    Edelman announced the launch of Edelman Edge, the global campaigning methodology designed to provide a comprehensive, objective analysis of the communications environment anywhere in the world.

     

    Edelman Edge provides a science-based framework to easily adapt multi-market campaigns to local market conditions. Using a proprietary market research model, Edelman Edge helps companies and governments to understand and better leverage the key drivers that shape issue-centric campaigning based on a consistent analysis of the structural and environmental factors as well as the latest social science.

     

    Stephanie Lvovich, global chair of public affairs at Edelman, said “Public affairs and issue campaigning are in the middle of an important revolution, and at Edelman we are seeking to lead innovation in global issue campaigning.  As a discipline, public affairs was built on local expertise and knowledge, and these continue to be important factors in success today.  However, as clients’ global footprints have expanded, they often don’t have the expertise or communications staff on the ground where they operate.  Today, issues spread across borders so quickly creating an additional need for a framework through which to manage the same issue across multiple geographies”.

     

    The Edelman Edge model analyses 25 political, economic, social and cultural drivers that determine the campaigning and stakeholder engagement environments in a market. It provides a digestible roadmap for senior public affairs practitioners who need to understand the diverse, multi-market/multi-regional landscape that they manage. Edelman Edge helps companies understand not only the key communications and advocacy attributes of each market, but also provides a science-based, consistent explanation of WHY the market’s campaigning environment is the way it is.

     

    Edelman Edge captures the subtle but very important nuances among markets, and accurately paints a picture of the stakeholder environment anywhere in the world.  This understanding then forms the basis of Edge country and regional reports that inform how a global strategy or communications campaign can be nuanced and tailored to suit a wide variety of market contexts.

     

    “We created Edelman Edge to provide an additional layer of insights to inform campaign strategy – it is a completely unique prism through which to understand the communications and advocacy environment around the world.  The Edge gives clients clear and actionable guidance on how to effectively localise global campaigns and identify synergies in execution through a more intelligent hub and spokes model,” Lvovich said. “It is particularly relevant for clients who have a global, regional or multi-geography role or are managing issues across borders.”

     

  • Company to invest Rs 50 crores in the new TVC campaign to be launched across media vehicles

    Paytm’s new campaign aims to boost brand messaging

    By A Correspondent

     

    Paytm has announced the launch of their new  TVC highlighting Paytm wallet’s multiple use cases to further strengthen its core messaging ‘Paytm Karo’. The focus of the campaign is to showcase Paytm wallet as an alternate currency leading the way to a cashless nation.

     

    The new campaign showcases the range of categories that Paytm users can make payments in an effortless manner in seconds. It showcases the power of the app to send money to relatives, make offline payments for fuel and groceries etc, book movie tickets or pay for utilities like electricity bills.

     

    Paytm will be spending a sum of INR 50 crores to execute the campaign. Through a combination of emotion and humor, the ad also highlights the QR Code scan feature of the mobile app and reflects the adoption of Paytm across various age groups. Conceptualized by McCann, the 360 degree initiative is set to integrate TV, Print, Radio and a digital mix of social media – Twitter, Facebook and Youtube.

     

    On the launch of the TV Commercial, Shankar Nath, Sr. Vice President – Paytm said, “We are extremely thrilled to roll out this TVC which focuses on increasing the ‘brand love & adoption’ for Paytm, and also aims at establishing a stronger connect with our users. With this TVC, we aim to highlight the range of categories and functionalities that Paytm brings to our users and how they can leverage it in their daily life. At the same time, we have maintained the core proposition of brand warmth in our communication and music has played a very important role to deliver this message.”

     

  • The group is targeting to build 20 million sq ft of residential space over the next seven-eight years in the first phase of its affordable housing business plan

    Joyville showcases unboxed living experience in new print campaign

    By A Correspondent

     

    Joyville, the affordable housing segment of Sharpoorji Pallonji Group, focusses on showcasing ‘Unboxed Living’ in its new print campaign created by FCB Ulka, Mumbai. Joyville is a different venture for Sharpoorji Pallonji, which was only known for being in the luxury segment. With Joyville, they are targeting the middle income group for the first time. With the 30 acre project, Joyville offers homes starting at Rs. 21 lakhs.

     

    The group is targeting to build 20 million sq ft of residential space over the next seven-eight years in the first phase of its affordable housing business plan. These projects will be developed across Mumbai, Pune, National Capital Region, Chennai, Kolkata, Bengaluru and Ahmedabad and will be priced between ₹20 lakh and ₹60 lakh depending upon the location.

     

    FCB Ulka has created a print campaign that highlights the amenities Joyville Howrah offers, away from the hustle and bustle of Kolkata. The purpose of this campaign was to position Joyville as a preferred choice for home buyers where families ‘Live to grow’.

     

    The idea was to promise the luxury that Sharpoorji Pallonji is known for, while also being affordable for the middle class segment. The ‘Unboxed Living’ is shown with the top-view of the property with extra sunlight, air and space that one can live in.

     

    On the campaign, Cyrus Engineer, Sr. VP, Sales & Marketing – Shapoorji Pallonji Real Estate, said, “Joyville provides its residents a lot more space and gives them room to grow. The concept of “Unbox Living” thus is an apt metaphor for the move from a house with limited space to a home that is larger and more airy.”

     

    Vinci Raj, Sr. Creative Director, FCB Ulka, Bangalore, says about his campaign, “Whether it’s a luxury home, or a budget home, everybody prefers to live in a place where they get more light, air and space. We wanted to show Joyville as the affordable real estate option with unboxed living.”

     

    The campaign dwells on the high promise of spacious living with family at economical prices.

     

  • The hoarding was on a heavy traffic route of Western Express Highway in Bandra

    Platinum Outdoor executes an innovative campaign for Tata Motor’s Tiago

    By A Correspondent

     

    Madison Outdoor’s unit, Platinum Outdoor is continuing to do innovative work for Tiago, the new hatchback from Tata Motors.

     

    After its successful launch in OOH a few months ago, the agency put up an actual real size 3D model of the car on a hoarding in prime location in Mumbai. The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel. The hoarding was on a heavy traffic route of Western Express Highway in Bandra.

     

    Executing the innovation was a real challenge, it took about 50 days to fabricate a 20 foot 3D model of the car, put it up on the hoarding and getting regulatory approvals. This is the first time something of this scale has been put up on a hoarding. In the past, some brands have put up shells of their cars, but nothing to this scale.

     

    Says Dipankar Sanyal, CEO, Platinum Outdoor, “We are really excited with this new innovation done for Tiago on the back of a very successful launch”.

     

  • Maxus India has bagged the consolidated digital creative and media mandate for Tata Motors

    Maxus to vroom Tata Motors digitally

    By A Correspondent

     

    GroupM agency Maxus India has bagged the consolidated digital creative and media mandate for Tata Motors.  Maxus has set up a large exclusive team in its Mumbai office for Tata Motors to handle the creative, media, social and innovations portfolio.

     

    Commenting on the win, Kartik Sharma, Managing Director – Maxus South Asia said ‘We are very delighted to be chosen by Tata Motors as their digital partner. Maxus today handles several leading brands from the Tata stable and with this win we are truly humbled by the group’s faith in our capabilities”

     

    Added Unny Radhakrishnan, Maxus’ Chief Digital Officer: “It is a moment of pride for us. Our focus will be to bring data, content and technology together to deliver effective and creative solutions for brands and we look forward to do some great work for Tata Motors in the coming months”

     

  • Two of five online sellers use more than one e-commerce site for sales, notes the study

    Amazon, Flipkart & Snapdeal have highest brand equity amongst e-comm sellers, notes new Nielsen study

     

    By A Correspondent

     

    Amazon, Flipkart and Snapdeal have the highest brand equity amongst e-tailing websites. The three e-comm majors ranked first, second and third amongst sellers as per Nielsen’s newly launched E-commerce Sellers study Q1 2016 (Jan-March2016). Familiarity, which had come up as the top driver for building equity in the category, is demonstrated by top-of-mind recall. The top three players among the first brand spontaneously recalled were Amazon (25%), Flipkart (21%) and Snapdeal (20%). In terms of overall awareness, Amazon (86%), Flipkart (82%), and Snapdeal (75%) were leading among the others. Intent to sell on the e-tailer is also an important parameter to demonstrate familiarity where the leading brands were Flipkart (58%) and Amazon (55%).

     

    “This study outlines the need gaps in the eco system, and opens avenues for E-commerce platforms  to support sellers.  E-tailers can play a big role in helping sellers develop their category and build businesses – thus also becoming a preferred brand for sellers,”  said Dolly Jha, executive director, Nielsen India.

     

    The findings from the study indicate that 39 per cent online sellers explore two or more e-commerce website as an option to sell products on and grow their business.

     

    The Nielsen study launched aims to understand the inclination and experience of selling products on e-tailing platforms. The study also gauges the brand equity of e-commerce websites amongst connected online sellers, and of those who intend to sell their products online in the next few months. The first wave of the study was conducted in 16 markets with a population of more than one million, and a sample size of over 1100 respondents.

     

    “With the e-commerce industry growing in double digits, there is surge in demand by customers, and an evolving online seller category that is fuelling supply on portals. To ensure the equilibrium of demand and supply, it is essential for e-commerce portals to focus on developing an inviting platform for online sellers in India. Sellers are also increasingly discerning when it comes to reaching their customer and meeting business needs,” said Jha, adding: ”Considering the juncture at which the category is, it is now very critical for e-tailers to understand push and pull factors that make sellers pick one website over the other. The study will also help understand the impact of marketing activities.”

     

    A high level of familiarity along with indepth  knowledge of an E-commerce website is the most important factor that drives brand equity, notes a Nielsen communiqué. Other key factors that impact brand equity are certain perception of the e-tailers: “They help the sellers stay relevant and ahead of competition” , “Provide new market opportunity”  and “Help minimise costs to reach out to more customers” .   At a micro level, other important attributes include potential of reaching out to customers from the same locality , ensuring publicity for the shop, and those websites used by peers and competition. Helping sellers save on in-store and inventory management, as well as a platform that would be most profitable to sell products on are critical when looking for new opportunities and markets. The ability of reaching out to a pan-India customer base, savings on logistics and requiring minimal investment are other considerations sellers look for while choosing e-tailers.

     

  • Both agencies will focus on spreading the flavour and allure for Glenfiddich in India

    Glenfiddich appoints Thinkstr & PPR S Asia as agency partners

    By A Correspondent

     

    Glenfiddich has chosen Thinkstr and PPR South Asia as its agency partners in India. Thinksr will handle the creative mandate along with PPR South Asia that will manage the communications campaigns for Glenfiddich.

     

    Commenting on the appointment, Shweta Jain, Head of Marketing at William Grant & Sons said, “It’s exciting times for us as we expand our India footprint and WGS India is very excited to have Thinkstr and PPR on board as our communication partners. They would lead our maverick approach to bring Glenfiddich’s global positioning to life in the Indian Subcontinent; Thinkstr as our creative development agency for a through the line brand activation led by digital. PPR South Asia, would develop integrated communications, real time content and manage the media relations on behalf of the brand.”

     

    Glenfiddich has always been at the forefront of innovation in the whisky industry and is recognized as the world’s most awarded single malt. It is a brand that has challenged the norm by taking single malt beyond Scotland’s borders to create the premium single malt category as it is known today.

     

  • It offers services under Fibernet, Digital TV & HD TV and has a subscriber base of 1 million plus customers

    Lowe Lintas Blr is ACT Fibernet’s creative agency

    By A Correspondent

     

    Leading Internet Service Provider, ACT Fibernet has appointed Lowe Lintas Bangalore as its creative agency. The agency has been mandated to offer integrated creative solutions to promote the company’s popular Fibernet & Digital TV offering.

     

    Bala Malladi

    ACT Fibernet is among the leading internet service providers and is also the first company in India to offer broadband through Fiber optics technology. It offers services under Fibernet, Digital TV & HD TV and has a subscriber base of 1 million plus customers.

     

    Commenting on the appointment, Bala Malladi, CEO, ACT Fibernet said, “As ACT is moving towards a journey of becoming a national brand in the broadband space, it is important to partner with the agency who shares its vision. ACT is looking forward to its partnership with Lowe Lintas Bangalore to add value to the brand in taking it to the top and building a strong emotional connect with its customers.”

     

    GV Krishnan

    GV Krishnan, President, Lowe Lintas Bangalore commented: “In markets where they operate, ACT already has a cult following that thrives on its fast internet connectivity. Today, as they foray into newer markets across the country, we are extremely proud to be their communications partner. We are looking forward to doing some effective and famous work.”

     

    ACT is headquartered in Bangalore and is spread across several towns and cities of Karnataka, Andhra Pradesh & Tamil Nadu. Pioneers in Fiber-To-The-Home technology in India, ACT provides broadband on Optic Fiber, designed to carry vast amount of Information at speed ranging from 1 Mbps to 1 Gbps. ACT is currently the 4th largest ISP In the wired broadband category and the largest non-telco ISP in the country.

     

  • Mansi, former CMO, Shell Lubricants India Cluster, to take over her new role with effect from August 1, 2016

    Shell Lubricants appoints Mansi Madan Tripathy as MD

    By A Correspondent

     

    Mansi Madan Tripathy

    Shell Lubricants India announced the appointment of Mansi Madan Tripathy as the new Managing Director of the company. Mansi, former CMO of Shell Lubricants, would succeed Nitin Prasad, who moves on to take over as the Chairman of Shell Companies in India with effect from August 1st, 2016.

     

    Mansi brings in 20-years of marketing, sales, insights and strategy experience to the office. In her new role, she shall be responsible for leading all the business activities for the Lubricants business in India, Bangladesh, Sri Lanka and Nepal. Mansi has been the architect of digital marketing & social media footprints for Shell Lubricants in India. Leading the marketing team at Shell Lubricants, Mansi has been an advocate of a new direction; weaving ‘direct consumer connect’, ‘industry influencer engagement’ and ‘greater awareness initiatives’ intractably into the company’s brand marketing strategies. With her in-depth global knowledge of the market structures, consumer psychology and trade dynamic, as MD, her focus shall be to strengthen the company’s presence in India, delighting our customers and consumers and building an organisation that’s motivated and growing.

     

    Prior to Shell Lubricants, Mansi’s experience spans across 17 years at P&G in key positions like Director for Global Male Grooming, P&G and Asia Pacific Head for Consumer and Market Knowledge. As part of her global leadership roles, she has worked across countries like Geneva, Singapore and Boston; working on diverse product categories, new initiatives and equity development of global brands like Pantene, Olay, Vicks, Gillette, Pampers, Whisper, Ariel and Tide.