MxMIndia

Category: PRODUCTS

  • The campaign drives the message of ‘Protein inadequacy in our daily diet’ through Broadcast, Digital, Out of Home, Social Media and Experiential Activations

    Protinex makes a health plea with #SomethingMissing

    By A Correspondent

     

    Nutrition brand Protinex, has launched its new integrated marketing campaign #SomethingMissing. The campaign is aimed at creating awareness of protein inadequacy in Indian diets and busting the myth that ‘regular daily diet is enough for daily needs of protein.’

     

    The #SomethingMissing campaign kicked off on 20th July with a teaser leg to pose a question to the Indian masses ‘Could there be #SomethingMissing in your daily diet?’ This messaging has been carried out across multiple consumer touch-points like television, out of home, digital and experiential activations. #SomethingMissing surprised viewers with a unique media innovation, with multiple silent ad spots during super prime time on leading news channels last week. A dedicated website has been launched to build consumer engagement and share informative content. With a highly engaging activation idea ‘’Selfie with Dabba (Tiffin)”, this initiative has been able to amplify engagements across TV, digital, on-ground and radio in a truly integrated manner.

     

    The TVC celebrates the value and taste of a home cooked meal. However, it also highlights the possibilities of protein inadequacy in our daily diets and its consequences like fatigue and weakness. Protinex is positioned as the protein expert to partner daily diet for the entire family. The creative agency behind this campaign is Taproot India.

     

    Himanshu Bakshi, Marketing Director, Danone Nutricia said, “Majority of people assume that home cooked food meets all our daily nutrition requirements, which is a myth. Many researches have shown that the average Indian diet might lack in providing adequate protein, necessary to support healthy lifestyle and overall well-being. Through this campaign, Protinex is making an effort in building awareness about this important fact.”

     

    Pallavi Chakravarti, ECD, Taproot Dentsu said, “We Indians are foodies. Our associations with food are deep-rooted and diverse. But while we romanticise wholesome ghar ka khaana, we overlook the fact that our meals are often insufficient in key nutrients like protein. This campaign aims to get people to realize this and supplement their daily diets with Protinex.”

     

  • The month-long campaign will be across print, outdoor and online media

    K Raheja launches campaign for Raheja Visatas across media

    By A Correspondent

     

    Realty major K Raheja Corp has unveiled a major campaign for the last and 11th tower of its gated community Raheja Vistas in Mumbai’s Andheri East. The campaign is targeted largely at, double-income young families with children the age of 5-15 years; essentially employed in senior management seeking an improved lifestyle for their family.

     

    Conceptualised by Utopeia Communicationz, the campaign showcases the camaraderie of the residents at Raheja Vistas and offers buyers their last chance to be a part of the Raheja Vistas community.

     

    Vinod Rohira

    Speaking about the launch of the last tower, Vinod Rohira, Managing Director and CEO of K Raheja Corp, said “We do not build houses, we create destinations people would want to call their homes. With this offering, we fortify our commitment to deliver to our discerning clientele only the finest living experiences.”

     

  • Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi

    Cadbury rolls out another occasion-based communication for Choclairs Gold

    By A Correspondent

     

    Mondelez India has launched its latest occasion-based TVC for Cadbury Choclairs Gold, the center-filled chocolate éclair. As a part of the marketing campaign, Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi. Backed by deep consumer insights, the new TVC targets the birthday celebrations segment with its ‘Birthday Pe Sirf Choclairs Gold’ campaign, encapsulating the memories of celebrating birthdays at school marked by the custom of distributing Cadbury Choclairs Gold amongst teachers and students.

     

    The TVC begins with two brothers leaving for school. The younger brother who plays the protagonist, appears to be apprehensive as he is celebrating his first birthday at a new school and has yet not made friends. The elder brother tries to cheer him up and hands over a Cadbury Choclairs Gold birthday pack to him. The protagonist’s fellow students slowly gather around him, wishing him and picking up pieces of the liquid chocolate candy. He is now happy with his peers and is further delighted when the school captain picks up a piece of Cadbury Choclairs Gold, calls him a champ and wishes him Happy Birthday.

     

    Amit Shah

    Commenting on the campaign, Amit Shah – Associate Director – Marketing – Gum, Candy & Beverages said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The center-filled chocolate éclair has been a popular choice for birthday celebrations in schools – this despite never having actively invested behind the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”

     

     

    Delna Sethna

    Delna Sethna, Chief Creative Officer, L &K Saatchi & Saatchi said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular Birthday candy brand, and the new TVC just reiterates this.  Coated in gooey caramel and oozing liquid chocolate! It’s not just any ol’ candy, its 100 pieces of nostalgia crammed in to the Birthday Pack.”

     

  • TVC focused at establishing a closer connect with the consumers

    Sachin pitches new brand message for Luminous

    By A Correspondent

     

    Luminous India has decided to go a step further with the launch of its latest television campaign and become a sought-after brand for power back-up solutions.

     

    In the new campaign cricketer Sachin Tendulkar, the brand ambassador for Luminous since 2010 is seen talking about Luminous’ legacy in illuminating lives. Through the new campaign, the company endeavors to depict the importance of power back up through a subtle yet heartwarming message by portraying the concerns of a child’s inability to study when there is no electricity in the house.

     

    The film elucidates a 6-year-old girl celebrating her birthday with her family and friends but worried about power cut instead of having fun with them. In place of eating the cake, she first picks up the candle on the cake and then runs towards her study table.  When the bewildered parents ask the young girl about it, she innocently answers saying that she needs it to study in case of a power cut later, making the situation embarrassing for the parents. At this point, Sachin Tendulkar appears with the message assuring the audience that the Luminous inverter and Battery gives long power back-up.

     

    Commenting on the latest ad film, Vipul Sabharwal, Managing Director, Luminous India, said, “Our presence in India for the last 28 years has given us an unparalleled understanding of the needs of our customers and we are convinced to be able to play an important role in their daily lives. Luminous has long being known for the trust it poses in its customers. Now, we want to step up and get closer to our customers. We have repositioned our brand, introduced new products and have a focussed approach towards our various businesses.”

     

    Elaborating on the thought process behind the campaign, Deepa Kirodian, Creative Head, Arms Communication, which is the creative agency behind the campaign, said, “Luminous came up to us with the idea that it wants to revamp its image in front of its customers and build a more solid bond with them. Being a power-backup solutions company, we had to think of power related issues that a common man faces everyday. The best part about this ad is that it is short and sweet but also hard-hitting.”

     

    The new TVC will be aired on various communication platforms including movies, Hindi news channels as well as Hindi movies, blockbuster movies and reality shows on mass channels. The new commercial will also be promoted on various digital spaces to give multi-media launch impact in the cities across the country.

     

  • Storytelling emerged as the winning ingredient for Indian viewers, with six of the ten ads running far longer than the typical 60-second television commercial

    Most popular ads of 2016 revealed… as viewed on YouTube

    By A Correspondent

     

    Google has released the YouTube Ads Leaderboard, a list of ads and promoted videos that resonated the most with Indian audiences during the first six months of the year. Showcasing the most engaging ads that people chose to watch, the ten ads clocked an astounding 4 lakh hours of watchtime, with over 60 percent happening on mobile devices.

     

    Storytelling emerged as the winning ingredient for Indian viewers, with six of the ten ads running far longer than the typical 60-second television commercial. Further, based on the average watchtime per ad, it is clear that customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey. Bajaj, Hitachi, Royal Challenge Sports Drink and Ariel have taken this approach, and captured people’s attention. Testament to this is that two of the ads on the YouTube Leaderboard have been recognised at Cannes this year. These are the Bajaj V film which won the creative agency, Leo Burnett a Bronze Lion in the Promo & Activation category under Cars & Automotive Product & Services category, and the Ariel ad for which BBDO India was awarded a Bronze Lion in the Creative Effectiveness category.

     

    Talking about the campaign, Soumya Das, DGM (Marketing), Bajaj Auto said, “The genesis of Bajaj V came from our passion to keep alive the legacy of the invincible INS Vikrant in the form of a bike that lakhs of Indians can ride with pride. We’re extremely happy to know that the entire nation appreciates what we did. Youtube as a platform, with its targeting capabilities has helped us to connect with our TG more efficiently and made this campaign a bigger success.”

     

    #1  “Bajaj V – The Invincible” - Bajaj Auto #2 “#Apni Dukaan” - Amazon India
     
    #3 “#BefikarBookKar” – Make My Trip #4 “Fan Anthem #PlayBold India” – Royal Challenge Sports Drink
       
    #5 “#Nothing Dirty ft. Badshah – Hitachi Home #6 “Mauka Mauka” – Star Sports
       
    #7 “Coca Cola Supermarket” – Coca Cola #8”Pepsi thi jeet gaya” – Pepsi
       
    #9 “#Share The Load” – Ariel India #10 “Samsung Galaxy S7 and S7 Edge – Samsung
       

     

     

    #1  “Bajaj V – The Invincible”

    Bajaj Auto

  • Demonstrates total control experience in a Humorous fashion

    Pidilite highlights enhanced features of Fevikwik in latest TVC

    By A Correspondent

     

    Fevikwik is set to roll out a TV campaign for its new product variant, Fevikwik Gel. The ‘Total Control’ TVC is developed by O&M and the communication takes a step further to reinforce enhanced user experience.

     

    The TVC emphasizes the total control characteristic of the gel variant in a playful manner. The clever use of the hockey player as a character who is much astonished about the control that he has over the ball during the game of hockey maintains the wit and humor quotient as always in a Fevikwik TVC.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Fevikwik TVCs have invariably showcased the product attribute with a sense of humor. This TVC presents the new variant Fevikwik Gel that gives more control to user while doing what Fevikwik does best – sticking various broken objects instantly.”

     

    The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets there are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

     

    Commenting on the concept, Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia says, “Fevikwik has always been characterized as a hero who comes out with its instant adhesive properties in all sorts of unexpected situations. We wanted to reiterate the heroics of Fevikwik and concurrently show an analogy that depicts total control characteristics of Fevikwik Gel.”

     

  • Epsilon signs new agreement to lead integrated, data-driven national marketing efforts; Develop comprehensive creative brand campaign

    Epsilon named agency of record by Del Monte Foods

    By A Correspondent

     

    Epsilon®, an Alliance Data company, announced that it has been named agency of record for Del Monte Foods, one of the nation’s largest producers, distributors and marketers of premium quality, branded food products, following a five-month competitive review process. Epsilon’s Chicago-based team will spearhead marketing across traditional, digital and retail channels to increase product sales and drive operational efficiency for Del Monte brands including Del Monte® and College Inn®.

     

    Under the terms of the new agreement, Epsilon will develop an overarching multi-channel creative campaign and communications plan, which will be extended across College Inn® products, Del Monte® plastic Fruit Cup® products and Del Monte® vegetable products. Epsilon will also oversee traditional advertising, shopper marketing and digital marketing.

     

    “At Del Monte Foods, we are committed to delivering category-leading innovation and integrated marketing plans. Our deep understanding of consumer and shopper needs, married with Epsilon’s unique ability to oversee strategy, creative, insights and execution will enable us to drive strong relationships with customers through high-quality marketing communications,” said Jen Reiner, Senior Director, Marketing Activation & Shopper Marketing at Del Monte. “The competitive review process proved Epsilon and their agency leadership to be highly innovative, focused on driving positive outcomes for our business through a unique understanding of the consumer and personalized marketing execution.”

     

    “Today’s complex consumer-driven economy demands enterprise-level integration across all parts of the business, especially marketing communications,” said Andy Frawley, chief executive officer at Epsilon. “We’re excited to work closely with Del Monte Foods to develop a strategic and creative approach by leveraging insights that will drive strong consumer engagement across all touch points.”

     

  • The concept revolves around leveraging VIO's 'Real Milk. Real Protein.'benefit to enable today's fast-paced, multi-tasking youth to 'Run With It' and lead an active lifestyle

    VIO announces its India foray with an integrated campaign

    By A Correspondent

     

    After a successful pilot launch earlier this year, VIO – the ready to drink, flavored milk offering from Coca-Cola India launched its maiden ad campaign on July 24th which is being aired in Andhra Pradesh and Telangana along with the digital launch in other states. Building on the goodness of milk protein and the energy provided by it, the campaign focuses on the proposition ‘Run With It’. The concept revolves around leveraging VIO’s ‘Real Milk. Real Protein.’ benefit to enable today’s fast-paced, multi-tasking youth to ‘Run With It’ and lead an active lifestyle.

     

    Emphasizing on the power and strength required for leading a multi-tasking lifestyle, the TVC showcases the protagonist in multiple scenarios and his ability to accomplish fast paced, intense activities such as running, cycling etc. with the help of VIO. As the protagonist transitions from one activity to the other, VIO flavored milk gives him the power to navigate through the race of life.

     

    Speaking about the campaign, Abhishek Jugran, Director – Liquid Foods, Coca-Cola India and South West Asia said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk Power and targeted for on the go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive Visual Identity System.  Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about VIO through TV, print and digital platforms. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.

     

    Conceptualized by Swapan Seth of Equus, the film has been directed by Marlon Rodrigues and produced by the production house – Show and Tell. The 360 degree campaign leverages mass media on larger than life OOH sites in Maharashtra, Goa, Andhra Pradesh and Telangana. The campaign also leverages key social media platforms including:

     

    The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choices. VIO is now available in over 30 cities across the country.

     

  • India's first cookie manufacturer, lays out road map to expand reach and widen consumer base

    Shruti Haasan to lend her charm as brand ambassador of UNIBIC

    By A Correspondent

     

    UNIBIC Foods has announced Shruti Hassan as its brand ambassador. She will be seen in UNIBIC’s new television commercials that have gone on air across South India, on UNIBIC’s YouTube channel and social media assets. With this association, UNIBIC aims to further strengthen their position in target markets across South India and aggressively expand into new markets in the west and north.

     

    Nikhil Sen, Managing Director, UNIBIC, said, “UNIBIC’s vision is to bring unique, premium products to the Indian market at prices that are affordable to our consumers. We have also been the innovators and the first ones to bring many unique products like Scotch Finger and center filled choco cookies to the Indian market. Our brand stands out in the market because of its great taste as well as its premium and international imagery. In this context, we feel that Shruti Haasan is a great fit to be the UNIBIC brand ambassador. She is a youth icon and embodies many of the same characteristics that are core to our brand.”

     

    Shruti Hassan, said, “I am glad to be able to share the UNIBIC story, on their behalf. Cookies, when made just right, are the perfect indulgence whether it is at the end of a long day or when you need a tasty snack. They are original in their offering which is what makes UNIBIC different and in effect stand out.”

     

    The UNIBIC TVCs featuring Shruti Haasan, have been conceived and shot like musicals. 3 completely different sound tracks set the mood to take the viewer into 3 different worlds of UNIBIC. The sets have been inspired by Broadway musicals and Shruti’s dance expertise, comes through beautifully in each film. Each film ends with UNIBIC’s promise of taste and quality, as Shruti calls out the brand tagline, ‘Bicalicious’.

     

  • Bold, independent and confident of making right choices is how Ford's new TVC celebrates the empowered women in India of today

    Ford India’s latest TVC celebrates the women of today

    By A Correspondent

     

    Playing on the theme of taking safety in your hands, the new commercial shows a self-assured Kalki Koechlin celebrate the essence of ‘Raksha Bandhan’ by tying Rakhi on her wrist before driving off in a Ford EcoSport.

     

    The commercial also reinforces Ford’s focus on safety as it announces the introduction of dual front airbags as standard across all variants of its compact SUV EcoSport. With the latest announcement, the entire Ford product portfolio comes equipped with standard airbag making them the best or shall we say the safest bet against the competition.

     

    “The new EcoSport commercial salutes today’s progressive, spirited women who are confident in the choices they make. Set against the pious context of Raksha Bandhan, the commercial gives a new definition to the theme of safety and shows how the women of today are demonstrating their focus on this important aspect through their purchase decisions.” said Rahul Gautam, Vice President, Marketing, Ford India

     

    Created by Global Team Blue, the new EcoSport TVC targets key GEC, entertainment, movies, regional and news channels across India, along with a significant digital and social presence. Moving beyond the traditional approach, the commercial communicates the empowered and progressive outlook of the modern women and shows how the women of today are taking charge of their safety and making right choices in selecting products.

     

    The concept draws its strength from research and data which depict that from being a key influencer deciding on the colour a decade ago, the role of women in car buying has evolved. According to Ford’s New Car Buyer Study the women, many of them being first-time car owners, are going beyond aesthetics to understand different technologies – be it SYNC or Safety features.

     

    “Women, for far too long, have been portrayed as those seeking safety. With the new commercial, we wanted to break this stereotype and show how empowered today’s woman are,” said Sujatha Chakraborty, Sr. Creative Director, Global Team Blue India.

     

  • Reflected by the three new product lines, the clothes for humans philosophy comes to life this summer as a creative platform characterized by a core idea

    United Colors of Benetton unveils new marketing campaign

    By A Correspondent

     

    Far away from fashion stereotypes real moments and real emotions are what life is all about. That’s the message behind clothes for humans, the brand new United Colors of Benetton product and marketing philosophy. Starting from this summer, Clothes for Humans will be the unifying force behind three product lines, a global campaign, a brand new website and a series of in-store initiatives and materials, including the “magalog”, a hybrid between a magazine and a catalogue that will be distributed in Benetton stores worldwide.

     

    Clothes play an important emotional role in our lives. Every morning, when we choose what to wear, we are deciding what our personality will be for the day ahead and how our feelings will be attuned to the different moments that await us. The clothes for humans philosophy starts from here: Benetton’s clothes should empower people to express their emotions and get the most out of the experiences they live. Dress Up: the smart elegance for work and special occasions. Dress Down: the relaxed style for every moment of the day. Dress to Move: functional garments for a sporty lifestyle. The three product lines, like all future collections, revolve around knitwear, one of three brand pillars that Benetton intends to focus on and add value to through all its activities. The other two are color and social commitment, which are also part of the brand heritage.

     

    Reflected by the three new product lines, the clothes for humans philosophy comes to life this summer as a creative platform characterized by a core idea – that Benetton explores the most honest and ‘human’ moments of emotion that are relevant to clothing – conveyed through a fresh, quirky tone of voice. Both the idea and the tone of voice will be applied across each of the brand’s communications channels.

     

    The advertising campaign shows diverse, genuine and expressive real people: a woman eating take away food in front of an empty open fridge, a group of girls drinking wine at an informal party, two young siblings cutting each other’s hair. The lightning is authentic and so are the locations: real homes, which feel warm, contemporary but also ubiquitous, just like Benetton’s global customers. In fact, the campaign will be published worldwide, online and offline, and the creative concept will be applied also to a series of short video episodes to be distributed on digital channels.

     

    The Italian clothing brand released its new website, in which a simple but contemporary design will take on the task of letting current and new customers into the Benetton world. A section called Identity will introduce the user to the three elements identified as brand pillars – knitwear, color and social commitment – while another section called Clothes for Humans will present the new design philosophy and help the customers match their mood with the three lines of clothing: Dress Up, Dress Down and Dress to Move. A renewed online shop will also allow them browse and buy quickly and efficiently.

     

    Benetton stores will change following the current design direction. Signage, design and communication materials will evolve to turn the shopping experience itself into a truly human moment, in which everyone – especially young women – will be able to isolate themselves from the background noise of status updates and filtered photos, and eventually reconnect to their own emotions, also thanks to Benetton clothes.

     

     

  • Gold Winner's new proposition is aimed at creating a mass movement of sorts by creating awareness around Vitamin D deficiency

    Let’s Make India D Positive, affirms new campaign from Gold Winner

    By A Correspondent

     

    Gold Winner, from the House of Kaleesuwari Refinery Private Limited launched its new proposition; Vitamin D3 fortified all new Gold Winner VITA D3+ under its new campaign titled ‘Let’s Make India D Positive’.

     

    Gold Winner’s new proposition is aimed at creating a mass movement of sorts by creating awareness around Vitamin D deficiency and how it can be overcome with a small shift in their eating and lifestyle habits. Leading this awareness drive is the brand’s ambassador, Bollywood actress Kajol.

     

    The company has also launched a unique QR code on its pack which directs consumers to a microsite created to specifically address Vitamin D related queries. The aim of the TVC is to bring out the equal importance of daily sunshine and daily Gold Winner (with Vita D3+) – 2 elements that become essential to ensure that one is Vitamin D positive.

     

    The film opens with sunlight streaming where a bunch of kids and Kajol are gathered in a huddle. Kajol is seen whispering something to kids and from there kids are seen running into different directions. We see the kids running with their loot into the sunshine chased by  residents as the jingle takes off. A doctor leaving for work stops as he notices the commotion and says for strong bones, a healthy heart and sugar control, Vitamin D is very important and Gold Winner with Vita D3 gives you the required daily dose of Vitamin D.

     

    Speaking on the release of TVC campaign, Anurag Lodha, COO, Kaleesuwari Refinery Pvt Ltd said, “Let’s Make India D+ve” TVC campaign is part of our new product – Gold Winner with Vita D3+ that we unveiled recently. The TVC very interestingly conveys how the importance of Sunshine exposure and right dietary intake is essential to have sufficient amount of Vitamin D. Our product innovation and design have always focused on providing a healthy lifestyle to our consumers and to encourage healthy eating habits. Vitamin D deficiency being highly prevalent in our country, therefore it was important that we innovate the existing product by making it powerful so that it has a strong consumer connect. This is what our TVC attempts to do; the newness of the change, the mass appeal of simple ideas and the powerful visuals has brought these thoughts alive.”