MxMIndia

Category: PRODUCTS

  • The campaign from Taproot-Dentsu takes a bold approach to communicating the initiative with a media-mix of TV, Print, Outdoor and Digital

    Airtel rolls out 360-deg campaign around Open Network

    By A Correspondent

     

    In another industry first initiative, Airtel has opened up its entire mobile network information to its customers through an interactive online interface. The new interface will display Airtel’s mobile network coverage across India in addition to site/tower deployment status.

     

    Using a simple colour scheme, the interface will allow customers to check if the Airtel mobile network in the area is excellent, good, moderate or the area has no coverage, along with the status of corresponding sites/towers serving the area – existing, required, being upgraded or forcibly shut down. The interface uses advance geospatial tools and other technologies for accurate reporting of network coverage.

     

    The new interface, will be available on www.airtel.in/opennetwork and myAirtel app and, will also allow customers to report their network related issues in an easy fashion.

     

    The Open Network initiative will be communicated to consumers through a bold and path-breaking communication mix that will include TV, Print, Outdoor, and Digital.

     

    Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, said, “This is a path-breaking campaign in the journey of brand Airtel and a frank conversation with the customer. Network quality is at the core of the experience we deliver to our customers and we are willing to say that our network can certainly be better. We are opening ourselves to feedback and questions from our customers and inviting them to help us make our network better. The look & feel, tonality of the communication is very different from past Airtel communication and we hope that it will help the brand establish a strong connect with customers.”

     

  • Octane embraces rush and excitement of speed in its latest ad film conceptualised by Ogilvy Bangalore

    Titan’s Octane targets men that live life in the fast lane

     

     

    Titan Octane aired their latest ad film, speaking to the generation of men who chase challenges and live in the fast lane. The new campaign positions Octane as a watch that embodies the sporty and energetic side of the modern Indian male, and brings alive the core thought of ‘Speed’ in a thrilling and unexpected manner.

     

    The campaign film features a man racing down the street in his sports car, when he catches the attention of an intelligent being. A thrilling chase ensues through cityscapes and scenic countryside, with the man managing to stay just out of the being’s reach. Finally, the being catches up with the man as he is speeding down a street, and in a thrilling finish it transforms into a sporty Octane watch.

     

    Sharing his thoughts on the campaign, Sirish Chandrashekar, Head- Marketing, Titan Watches: The task is to position Octane as a sub-brand with a personality that is distinct from Titan. It draws its personality from product attributes – bold, chunky, heavy and metallic. The ad brings alive this aggressive and physical persona of Octane in a clutter-breaking manner.

     

    Azazul Haque, Executive Creative Director, Ogilvy Bangalore: The idea is to position Octane as a brand of watches from Titan with edgy new age features. The brief was to make the product, the hero. So we thought of the story of an exciting chase between the watch and the wearer. Brand Octane will be edgy, new age, younger and product centric. It’s an interesting shift from the tonality of Brand Titan. The attempt is to make Octane a brand of watches for those who want tech-heavy, feature-loaded watches.

     

    Embracing the sense of liberation and adrenaline rush that comes with this active lifestyle, Octane includes features like chronographs that measure time up to 1/10th of a second and tachymeter that can measure speed based on distance covered. The new ad film for Octane went live on air on June 13, 2016.

     

  • Micromax Air Conditioners' ECCO Blu Technology cools faster and saves power- the very same spirit of efficiency that lives within each of us

    Micromax out to woo consumers with new AC range

     

     

    With its new look and strategic vision to be a leading consumer electronics brand, Micromax Informatics announced its foray into a new category - Air Conditioning. Micromax has kick-started a 360 degree campaign targeting young professional, first time jobbers and entrepreneurs to highlight its foray into the Air Conditioner segment and to put across the compelling features.

     

    As a part of the campaign, Micromax along with its production house Collective Art have come up with a TVC which salutes the aspirational youth of the country. The TVC is weaved around the fact that today’s generation is determined, ready to take risks and break their backs in order to make their venture a success, but draw the line when it comes to breaking a sweat. Micromax Air Conditioners’ ECCO Blu Technology cools faster and saves power- the very same spirit of efficiency that lives within each of us.

     

    Engineered to deliver exceptional cooling, increased efficiency and lowering operating and maintenance costs, Micromax launched its new range of ACs comprising of three split ACs and one window AC in the first phase. Developed especially for the diverse Indian weather, Micromax Air Conditioners are armed with advanced features like turbo cooling which ensures desired temperatures are reached efficiently, much like the efficiency desired by start-ups and entrepreneurs showcased in the advertisement.

     

    Commenting on the campaign, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “As Micromax evolves itself to be a leading consumer electronics brand in the next 2-3 years, the decision of foraying in to new categories was solely basis our strong positioning in the Indian market and understanding of consumer demand and need. With our range of Air Conditioners, we are offering our consumers a balance of effectiveness and efficiency with ECCO Blu Technology that ensures durability prolonging the lifespan of the Air Conditioner. Our new TVC campaign ties in well with Micromax’s story of starting from humble beginnings and is also a reflection of our new brand identity of ‘Nuts. Guts. Glory’. ”

     

  • The new television commercial is aimed at connecting with young Indians through its lively music and catchy lyrics

    Datsun redi-GO campaign targets young aspiring Indians

     

     

    Datsun India announced the start of the ‘Ready India’ campaign to celebrate the launch of the Datsun redi-GO, India’s first urban cross vehicle. The ‘Ready India’ campaign will feature a television commercial aimed at inspiring up-and-coming young risers, to stimulate change in their world view by looking at it from a new perspective.

     

    Speaking on the launch of the campaign, Arun Malhotra, managing director, Nissan Motor India Pvt. Ltd., said, “With the launch of the Datsun redi-GO, we are striving to redefine the entry-level car segment in India. To reinforce redi-GO’s positioning in the marketplace, we are today announcing the launch of the ‘Ready India’ campaign. The focus of this campaign is to directly connect with the brand’s target audience – the young risers.”

     

    The new television commercial is aimed at connecting with young Indians through its lively music and catchy lyrics. Leading artists from Bollywood contributed to the creation of the TVC, which goes live today on leading television channels. Popular including popular music director Ram Sampath, who composed the music for the commercial while Sona Mohapatra contributed by lending her iconic voice for the campaign.

     

    Speaking on the idea behind the campaign, Govind Pandey, CEO of TBWA India, said, “Datsun is a young, challenger brand – backed by the global experience of Nissan – that is breaking new ground in India. The new Datsun redi-GO is aimed at the young risers who are raring to go and questioning the status quo. They want to ‘Be a Voice, Not an Echo’. They are looking at the world with a fresh perspective to create new opportunities for themselves and fulfill their dreams. Our aim with the ‘Ready India’ campaign is breaking new ground in India by providing exactly what its customers need with the all new redi-GO. The ‘Ready India’ campaign further supplements the Datsun brand philosophy along with the attributes of the Datsun redi-GO – Fun, Freedom and Confidence. Our focus was to capture and extend this sentiment to all the young risers, to look at their choices boldly with a new outlook on life.”

     

    The new campaign will resonate with the preferences of young Indians, with its modern look and feel, exciting performances, and a free spirit/go anywhere vibe. Redi-GO’s modern and distinctive styling is highlighted by brave and bold ‘YUKAN’ design elements, which reflects the discerning demands of the young generation. It features ‘tall-boy’ styling offering best-in-class ground clearance of 185 mm, along with extra roominess and excellent external visibility for the driver. It also features daytime running lights and a driver-side airbag on the top variant.

     

  • SBI Life bought out the basic concept of father protecting his child from the uncertainties of life

    SBI Life’s brand activation campaign uses augmented reality to raise awareness on need for insurance

    By A Correspondent

     

    On the occasion of Father’s Day, SBI Life Insurance created awareness of the need for Life Insurance through augmented reality, a fun and interactive medium to engage customers. Through this, SBI Life aims to bring alive the brand promise of providing planning, protection and security.

     

    SBI Life bought out the basic concept of father protecting his child from the uncertainties of life. On the occasion of Father’s Day, SBI Life set up an augmented realty space in malls. The anchor invited Father – son/daughter visiting the mall to engage in virtual games. It was a 40-50 second game, in which, the child was shown images of his future aspirations such as education from esteemed university or an aspiring job. In between the opportunities, the child was also exposed to certain risks like inflation, job loss, critical illness, sudden death etc. These roadblocks overshadowed the child’s inspirational goals. At this point the fathers masked the role of a warrior and killed all the risks to protect their children. The 40 sec virtual treat clearly bought out the brands messaging of planning, security and protection.

     

    Commenting on the campaign Sriparna Sinha, Head – Brand & Corporate Communication, SBI Life said that, “We felt that it was necessary to communicate the importance of being insured, but in a refreshing, relevant and engaging manner. Augmented reality is one of the technological media to send across this message on Father’s Day. Being market leaders, we felt it was important to make people realise that it is not only what they do when they are around that makes them a responsible parent but also when they are not. Our new brand engagement activity sets out to remind people of just that.”

     

  • The innovation helped the brand stand out while the LED lighting ensured long distance visibility

    Posterscope executes extensive OOH campaign for Cadbury Bournvita biscuits

    By A Correspondent

     

    Posterscope India has rolled out a massive OOH campaign to announce the launch of Mondelez’s latest variant Cadbury Bournvita biscuits.

     

    Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo. With this, Mondelez India expands its category footprint from cream biscuits to cookies. With its ProHEALTH vitamins and signature chocolatey taste, the biscuit will offer a perfect balance for the morning snacking occasion.

     

    With the core objective of the campaign centred around building awareness of the launch of this new offering, Posterscope used the product tag line ‘Subah ka Biscuit’ in its communication to showcase the product as a morning breakfast snack. The campaign aimed to reach out to the mothers of children aged five and fifteen years across Sec A & B.

     

    Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, unipoles, gantries, pillars, mall facades, airport, metro trains.  To build reach and frequency, Posterscope deployed bus shelters, food Court table mat brandings, local and metro trains and signages across various cities.The campaign has been implemented across top 20 cities.

     

    Mondelez spokesperson said, “We launched a high decibel integrated marketing campaign with strong on-ground, social, digital & OOH activation plan to create awareness and drive rapid trials in the launch phase.”

     

    Ashok Pillai, Creative Director Posterscope India: commenting on the campaign innovation said “ we strategically choose a billboard that caters to the morning traffic and made sure that the site was one which had clear sky in the background in order to accentuate the innovation”.

     

    The innovative billboards that Posterscope installed in Mumbai added an edge to the campaign. using an LED lit “Subah ka Biscuit” on a hoarding sized 100ftx10ft along with a backlit product pack the effect was impactful. Special lighting gave the effect of a rising sun thereby creating freshness in “the morning zone”. The innovation helped the brand stand out while the LED lighting ensured long distance visibility. This gave the campaign the much required buzz.

     

  • Developed by Dentsu Marcom, the TVC is currently running on air across all popular channels

    Honda unveils new TVC for CD 110 Dream (DX)

    By A Correspondent

     

    Honda Motorcycle and Scooter India (HMSI) has released a new TVC for the latest upgrade of their affordable motorcycle in India – CD 110 Dream (DX). Developed by Dentsu Marcom, the TVC is currently running on air across all popular channels.

     

    CD 110 Dream (DX) with its unmatched legacy of nomenclature ‘CD’, has made space into the lives of the utility seeking customers by adding convenience and comfort to their day-to-day life. Honda introduced a new variant with self-start and refreshing new colour options in CD 110 Dream (DX). The objective of the TVC is to sustain the aspirational value and strengthen the product identity with its new self-start variant and contribute to further consolidating Honda’s share in the 110cc motorcycle segment.

     

    The target audience of CD 110 Dream (DX) are men residing in rural or semi urban cities in the age group of 20-35 years; comprising of salaried, self-employed, shop owners, farmers, skilled workers, etc.

     

    In this context, the communication approach aimed at bringing in the new self-start variant of CD 110 Dream (DX) for the consumer who has varied needs and motivations through the point view of the end user. The new CD 110 Dream (DX) is positioned as a catalyst to enable its users go a notch higher in life. The film conveys that the new CD 110 Dream (DX) is made for those who look forward to make an addition to their existing bag full of qualities.

     

    The ad film opens with a tour guide sitting on his CD 110 (DX) with a smart phone in his hand, trying to learn Japanese while a group of Japanese tourists arrive and the other tour guides approach them. They try to communicate with them using gestures and signs but the tourists feel uncomfortable. The protagonist addresses them in Japanese which impresses them and hire him.

     

    In the second sequence, a farmer with the beautiful lush green mustard field in the background is shown majestically riding on his CD 110 Dream (DX) with an evaluator from the ‘Krishi Udyog Kendra’ as his pillion. They enter the farm where the evaluator tests the soil quality. It carries forward a progressive farmer’s approach to get his field’s soil quality checked and to get the maximum benefit of the crop yield.

     

    In the third sequence, a grocer standing outside his grocery shop is leaning on his CD 110 Dream (DX). He looks up at the board of his shop which says ‘Ravi Kirana Store’ is being brought down in place of a new board – ‘Ravikirana.com’. He is catching up with the e-commerce trend and looking at his smart phone, smiles as he receives his first order on his mobile application.

     

    Finally, the three CD 110 Dream (DX) owners i.e the tour guide, the farmer and the grocer, who were already doing good in their professions but have worked hard to add an extra quality to it, are seen riding their new bike in full glory. The film ends with a tagline “Khoobiyon mein ek aur khoobi” i.e adding another quality in the bag full of qualities.

     

    “As the motorcycle segment finally showing +ve sentiments of revival, the timings during monsoon for a new TVC launch could not have been better. Since its launch in 2014, CD 110 Dream (DX) has been a hugely popular motorcycle amongst the masses due to some of its salient features, like an elongated seat, tubeless tyres, viscous air filter and a maintenance free battery. With the self-start option, buyers now get a convenience feature and further enhances its appeal. Hence, campaign –‘Khoobiyon mein ek aur khoobi’ perfectly sums up the new CD 110 Dream (DX),” said Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India.

     

    “CD is a part of Indian heritage in motorcycling. It’s loved across small towns and cities in India. To this already popular motorcycle, Honda introduced a great new feature – Self-start. Hence, the idea “Khoobiyon mein ek aur khoobi” It is aimed at people who are out there making their ends meet by innovating in small ways in their respective fields. This communication connects with them in a simple way and shows how like them, their CD also has a new khoobi,” said Titus Upputuru, National Creative Director, Dentsu Marcom.

     

  • Thematic campaign highlights Bosch’s specifically designed Variodrum Technology that enhances washing result

    Bosch Household Appliances unveils brand campaign with focus on ‘No Damage’

    By A Correspondent

     

    Bosch Household Appliances has launched a brand new marketing campaign called ‘No Damage’ for their latest range of washing machines. This campaign marks the launch of Bosch new and wide range of products ranging from 6.5 to 8 kg within the laundry category.

     

    The new ad campaign developed by Bosch is based on the universal insight that most consumers are concerned about their expensive and new clothes being damaged during the washing cycle in a machine. Therefore, they prefer hand washing or dry cleaning their valuable clothes to prevent the damage and preserve their clothes for a longer duration.

     

    The campaign busts this myth and simultaneously brings out the fact that Bosch’s washing machines can wash your clothes without damaging clothes due to its Variodrum Technology.

     

    The new TVC will go on air on June 20th 2016 in Tamil Nadu & Andhra Pradesh followed by a national presence from the 1stweek of July. The approach has been focused to target General entertainment channels, news channels and movie channels to create the needed impact and reach for the campaign.

     

    Bosch new TV campaign has been conceptualized, created and executed by, BBDO Singapore with an effective media strategy recommended by Mediacom. This campaign will also be supported with print in leading dailies, digital (social media, youtube, online banners), OOH, ads in cinema theatres, innovative point of sale material at shopfloor.

     

    Commenting on the launch of Bosch’s ad campaign Gunjan Srivastav, MD & CEO, BSH Household Appliances Manufacturing Pvt. Ltd. said, “With the extensive customer research conducted, we realized that most customers do not prefer using washing machines to wash their new and expensive clothes as they fear spoiling them. As pioneers in the home appliances industry, Bosch addressed this very problem and came up with our new range of washing machines to solve the issue. This is Bosch’s way of trying to make the customers life stress free and simple with no compromise on quality or performance. We therefore made a connection with the consumers to ensure them that our German technology based washing machines provide extensive care to their clothes.”

     

  • Dhanuka Agritech Limited plans to go national with the TVC's being telecasted in all major national and regional channels, starting 20th June

    Dhanuka Agritech appoints Big B to spread brand awareness

    By A Correspondent

     

    With its promise of bringing world class agro-solutions to farmers, Dhanuka Agritech Limited has launched a series of television commercials featuring superstar Amitabh Bachchan. For years Dhanuka Agritech Limited (DAL) has been at the forefront of educating and spreading awareness about the right and judicious use of agro-chemicals.

     

    A series of six TVCs, created by PUSH Integrated aptly depicts the farmer’s belief in astrologers and clairvoyants for predicting future cultivation and dependence on god for protecting their crops from destruction. The commercials portray Amitabh Bachchan as a rural man who guides the farmers to use the products including Dhanzyme Gold, MAX-SOY, Mortar, Sakura and Cover on various crops.

     

    Commenting on the new TVC, R.G.Agarwal, Group Chairman, Dhanuka Agritech Limited, said “Since decades, the vision of Dhanuka Agritech Limited has been to bring about progressive change in the lives of Indian farmers through dedicated knowledge-driven and development-related activities. This new campaign is a further step in educating the farmers on the importance of use of agro-chemicals for a profitable yield.”

     

    V A Shrikumar, Founder and CMD, PUSH Integrated Communications Pvt. Ltd. said, “We wanted to create a campaign that directly connects with the Indian farmers. Since agriculture is the backbone of our economy and crop failures have always impacted the growth momentum. From our deeper understanding of the farmer behavior we found out most of the farmers in India still rely on superstitious and old school beliefs are applied to farming. Also from Dhanuka’s perspective, the brand relies on top scientific research round the clock and they come out with solutions that will help the farmer achieve a high yield. Educating and spreading awareness amongst the farmers through these TVCs was an apt campaign which we could think of doing with Mr. Amitabh Bachchan.”

     

  • Unique partnership enables performance-driven marketers to unify data silos and generate cross-channel insights to optimize campaign investments

    Zeno and Origami Logic announce global partnership deal

    By A Correspondent

     

    Zeno Group and Origami Logic, the leading marketing signal measurement company, announced a global partnership offering brands the ability to manage the increasing complexities of navigating and managing marketing performance data. The partnership allows brands to draw real-time actionable insights by consolidating, refining and analyzing marketing signal data across paid, owned and earned media channels into simple, customizable and dynamic dashboards and insights.

     

    Extreme changes in the media landscape, including fragmentation, the shift to digital, growth of video, taking a mobile-first approach and an applications driven ecosystem, have paved the way for a new breed of marketers to increase their ability to interpret data and take action on insights across disparate data sources. According to the 2016 State of Marketing report by Salesforce, 63 per cent of the marketing teams surveyed will increase spend on marketing tools and technology over the next two years, with the projection for high performing teams being as high as 72 per cent. Those companies are more than 13 times more likely to lead in today’s competitive landscape by leveraging emerging marketing technologies.

     

    “Brands need to optimize at every opportunity to drive efficiency of marketing dollars. With this partnership, they can get an unprecedented view into all their ongoing campaigns deployed over a multitude of online channels. This is probably the single most important step in closing the widening gap between data and insights and get the best possible value from marketing spends.” said John Kerr, Chief Digital Officer, Zeno Group.

     

    “The explosion of marketing signal data and the availability of the data science to refine and interpret these massive data sets is enabling performance-driven marketers to become much more data-driven in how they  execute successful campaigns across an increasingly fragmented media and channel mix. Moving to a continuous cycle of campaign execution and optimization enables changes to be made throughout the course of a campaign to deliver a higher return on marketing spend and objectives. With marketing signal acquisition and real-time refinement and analytics at the heart of Origami Logic, we can help capture opportunities at the point of engagement across all channels and media,” remarked Opher Kahane, CEO and Co-Founder of Origami Logic. “Our partnership with the Zeno Group allows continued delivery of enhanced measurement and insight capabilities to brands looking to connect with customers and respond faster to their engagement moments across channels.”

     

  • Getting what you deserve by Naukri.com will go on air on 23rd June, 2016 with a TV campaign across 20+ channels

    Are you ‘Getting what you deserve?’, questions Naukri.con in new campaign

     

     

    Leading job website Naukri.com has unveiled its new TVC, “Getting what you deserve?” on the theme of addressing the comfort zone of employees and asking them to look for better job opportunities in the market. The primary thought behind this campaign is to empower the jobseekers to step out and get a job that they deserve. Successful employees often talk themselves out of making changes or even contemplating a job switch because of getting success at work. This TVC tries to change that perception with a simple question- Are you getting what you deserve, as there may be better opportunities waiting outside your comfort zone.

     

    Getting what you deserve by Naukri.com will go on air on 23rd June, 2016 with a TV campaign across 20+ channels and will have language edits as well. The campaign will also be launched on digital media comprising of video, mobile, display and social media. It will also run across the website- Naukri.com and external media platforms as well.

     

    Created by JWT, the TVC opens in a party set up where the star employee is dancing with his office colleagues. The employee waves to his boss who is sitting across the table with his counterparts. The boss discusses the possibility of this star employee moving out to get a better opportunity in the market. Fellow senior management people tell his boss that they will retain the employee by tempting him with new job offers or promotions which are nothing but farce.

     

    Commenting on the campaign, Sumeet Singh, Group Chief Marketing Officer, Info Edge (India) Limited, said “The current campaign targets today’s employees , who are smart , know that they are doing well and while organisations might offer many a carrots to them, are these enough or do they deserve more is a question they need to answer for themselves and explore.”

     

    Sanjeev Bhargava, Managing Partner, J. Walter Thompson, Delhi, added “People do not leave their jobs. They leave their bosses.” was the insight on which we had built the Naukri brand. Now times have changed. The smart employee is a coveted entity. The insight that organisations apply the most devious means (not necessarily in the best interest of the employee) to retain their best employees is the new insight on which the new Naukri communication is based.

     

  • The campaign amplifies the idea of independence of thoughts and ideas of women

    SBI Life’s latest campaign highlights smart women and their choices

     

     

    SBI Life in a recently launched TVC has laid focus on the ‘Smart Women Advantage Plan’, which highlights the smartness and intelligence of the women folk in all walks of life, be it work, home or relationships.

     

    The brand messaging of SBI Life is very refreshing and subtle. Created by Ogilvy and Mather, the campaign amplifies the idea of independence of thoughts and ideas of women. The ad also focuses on the efficient and creative ways in which a woman makes their decisions and nourishes their loved ones.

     

    Titled ‘Aurtein hoti hi hain smart’ the campaign talks about the smartness and intelligence of women in all walks of life. SBI Life celebrates this smartness and womanhood and acknowledges the special position of women in society. The campaign is a very light hearted take on how smartly women solve the problem. The campaign very subtly portrays the observing and nourishing disposition of women and their approach towards a situation. The campaign celebrates the crucial role that women play in our lives.