MxMIndia

Category: PRODUCTS

  • Campaign showcases UC News as the right product for the millennials who want to stay connected

    UCWeb unveils campaign for UC Browser and UC News

    By A Correspondent

     

    UCWeb, an Alibaba mobile business group company and makers of UC Browser released their commercial in India for UC News. UCWeb had launched UC News last month in Delhi and the television commercial is part of an integrated campaign launched to promote UC News in India.

     

    Created on the insight of ‘Survival of Latest’, the campaign seeks to position UC News as the right product for the people who want to stay updated with relevant and trending information. The integrated campaign was started on July 26, 2016 with the introduction and teaser of the TVC on social media platforms and made its TV debut on July 30, 2016.

     

    Explaining the rationale behind the campaign, Constantin Wu, Head of Marketing, UCWeb India said, “At UCWeb we take great pride in our products. Our vision is to help bring the benefits of mobile internet to people across the world and with that vision we have created products like UC News. Our brief to the agency therefore was very simple and clear. We wanted the communication to speak to the millennials in a language that they understand and help them connect with UC News. The key insight that this campaign works on is that todays’ generation aspires to stay ahead of their peer group. ‘ UC News’ helps to give them the edge of being in the know of the ‘latest’, which establishes them as a clued-in individual.”

     

    The campaign has been created by Cheil India. Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India and Kundan Joshee, Sr. Vice President Cheil Worldwide commented, “The Mobile browser as a category is evolving at a rapid pace and the task at hand for us was to bring consumer advantage to the fore, while at the same time establish the brands USP of being the fastest and relevant. We picked up the most germane theme and played our story around it. There is a lot to do and we look forward to creating more memorable campaigns with the brand.”

     

  • Mondelez India launched Cadbury Dairy Milk Marvellous Creations in Mumbai on Tuesday

    Mondelez launches ‘Marvellous Creation’

    By A Correspondent

     

    Mondelez India announced the launch of Cadbury Dairy Milk Marvellous Creations in Mumbai on Tuesday. It will be available in two flavours, Jelly Popping Candy and Cookie Nut Crunch, and will be manufactured at the company’s new manufacturing facility in Andhra Pradesh.

     

    Speaking on the launch, Prashant Peres, Director – Marketing (Chocolates) at Mondelez, said, “The product combines exciting inclusions like gems, jelly and popping candy in an indulgent bar of milk chocolate that literally explodes in your mouth with every unpredictably delicious bite.”

     

    The launch will be supported by a 360-degree communication campaign, that includes a new TVC, as well as outdoor and digital campaigns targeting the brands core target audience – ‘Framilies’ (Friends + Families). On-ground activations and a Cadbury Dairy Milk Marvellous Creations busare also a part of the campaign.

     

    As has been the trend in the recent past, the product will be available in select cities via etailer Amazon starting August 10. It will be available in brick-and-mortar stores from mid-August.

     

  • The hypermarket chain has not only offered best prices on staples through Wednesday Bazaar, but also inspires people to try new foods through its constantly changing product mix

    Big Bazaar leans on ‘Khane Ka Samay’ to push in-store popularity

    By A Correspondent

     

    With Indian consumers undergoing massive change in their lifestyle and shopping, Big Bazaar has taken the onus of reflecting this beautiful change, which is making the daily lives of people better and more enjoyable, through its wide product range. It also reflects the journey of Big Bazaar beyond just great deals and prices into newer and more evolved ways of beautifying every aspect of the consumer’s life.

     

    The Food category enjoys the largest contribution at Big Bazaar. The hypermarket chain has not only offered best prices on staples through Wednesday Bazaar, but also inspires people to try new foods through its constantly changing product mix.

     

    The brand now wanted to reinforce its leadership stance by propagating its point of view on food. It wanted to romanticize food, its role in people’s lives and highlight its services and product offerings which enable a better life through fresh food and delectable meals.

     

    DDB Mudra West and Big Bazaar attempted to reawaken the Indian kitchen with the campaign ‘Khane Ka Samay’.

     

    The ad film ‘Khane Ka Samay’ is an ode to food. The visuals promote the audience to spread the aroma of food, from the kitchen across the home. It propagates the idea that food gives the tinge of newness to our relationships making food time, family time. The tantalizing food shots take viewers’ taste palates on a ride. The film tells stories of families bonding over a freshly cooked meal, of the older generation experimenting with and appreciating new cuisines, and of recipes that reflect the eclectic mix of cultures. The film highlights that food holds a legacy which passes from one generation to another and is an amalgamation of new and old, acting as a bond between the loved ones.

     

    The film is being showcased at cinema screens across India.

     

    Quoting on the film, Sadashiv Nayak, CEO, Big Bazaar said, “In India, food is culture. It is a collective experience. It’s about sharing and bonding, right from the farms where neighbours, kith & kin join hands in tilling, sowing and harvesting of crops to homes, where it is about love, to temple as offering to God. This film reinforces our belief that serving India is about winning heart share.”

     

    Sonal Dabral, Chairman and CCO, DDB Mudra Group added, “In a world of fast food and fast life, we don’t even have time for the most vital act of eating. We rush through food in our small cubicles. This campaign aims to rekindle our love for food by celebrating every bit of this delightful process, right from choosing ingredients to chopping, grinding, mixing, cooking and savoring every bite. It’s an honest attempt to make people step back from their busy lives, take out some time and enjoy their food with their families.”

     

  • Meraki Sport and Entertainment have been engaged by the Subroto Mukerjee Sports Education Society (SMSES) to enhance the profile of the tournament

    Subroto Cup engages Meraki Sport to boost popularity

    By A Correspondent

     

    Subroto Cup Football Tournament, organized by the Subroto Mukerjee Sports Education Society under the aegis of Air Force Sports Control Board, have got on board a professional brand and sponsorship management firm, Meraki Sport and Entertainment based out of Mumbai.

     

    The tournament is the brainchild of (late) Air Marshal Subroto Mukerjee. He conceived the idea of launching a football tournament, at the junior level, in 1958, the year when he was the Chief of the Air Staff. Over the years, the scope of the tournament has been widened to include foreign participation as a logical step forward in an endeavor to encourage budding footballers, and offer them international exposure at a tender age. Baichung Bhutia, Shyam Thapa,Amit Das, Ashin Biswas, VP Satish Kumar, Nirmal Chhetri, Robin Singh and Jackie Chand Singh amongst many others have credited the Subroto Cup as a turning point in their football careers.

     

    Meraki will work closely with SMSES to enhance the speak of the tournament whilst creating a framework for sponsorship outreach. MSE with their expertise in sport sponsorship and marketing will look to enhance the tournament’s visibility & profile amongst potential brands and sponsors.

     

    The company played a pivotal role in bringing on board India’s largest and most watched television sporting channel Star Sports as the presenting sponsor for the Subroto Cup. MSE have also structured a partnership with India’s very own home grown balanced energy drink, Enerzal, to support the tournament by providing rehydration products for all participants. The company will work closely with the partners and organiser’s through the course of the year with the aim of garnering maximum traction and visibility for the initiative.

     

    Shouvik Bhattacharya, Squadron Leader, Indian Air Force said “Subroto Cup  is a tournament with a legacy of 57 years. Our tournament in which annually 32,000 schools participate is in the process of getting bigger and better especially when Min of HRD has made this tournament a mandate for every school to participate. At this juncture, I believe a professional team like Meraki will be instrumental in structuring this tournament for scaling greater heights in the coming years. I am sure that their association with the tournament will add value to the tournament in which the brands and the corporates will be interested in investing.

     

    Ajit Ravindran, CEO, Meraki Sport and Entertainment said “The Subroto Cup is a tournament with a rich legacy and history which we believe should be used as a template to build a successful grassroots program for football in India. We are extremely glad to be working closely with the SMSES. Our goal is to help build the tournament as a product that brands will see value in investing in as well as help these brands leverage their investment to ensure that they receive a significant ROI. Star Sports is a great fit on all aspects since they share the same understanding and vision for football development as the SMSES. We will aim to leverage this association to meet the goals of all parties involved in the initiative.”

     

  • WYP won the account nearly six months back and has been working behind the scenes for its launch since then

    ITC Foods signs on What’s Your Problem as Digital & Social AOR for Fabelle

    By A Correspondent

     

    What’s Your Problem has been signed on as Digital and Social AOR (Agency of Record)by ITC Foods for its recently announced, high-end luxury chocolate brand, Fabelle.

     

    What’s Your Problem (WYP Brand Solutions Pvt  Ltd) won the account nearly six months back and has been working behind the scenes for its launch since then. Said Amit Akali, Managing Partner and Creative Head: “Winning and launching Fabelle has been like a homecoming for me. I have been lucky to be involved in launching two other successful ITC Food Brands, namely Bingo and Yippee Noodles. And we are very confident the success will continue. We are extremely excited about Fabelle…  It helps that I am a chocoholic and ITC makes one of the finest chocolates in India.”

     

    Hammad Khan, Director – Technology and Servicing, What’s Your Problem added, “Fabelle being a super-luxury brand, a large part of the marketing is digital and experiential. Hence, our mandate has been beyond the typical social digital mandate. We are also working on exciting experiences like a responsive web-site, digital menu apps and video content for in-boutique digital screens. Every small touch point has to be an experience and every piece of content a piece of art.”

     

  • The SmartShift Kulhars were created & distributed to all the local tea shops in key clusters

    SmartShift uses innovative campaign to popularise offering

    By A Correspondent

     

    SmartShift, a mobile app for cargo owners and transporters, enabling users to find cargo transporters based on the shipment size, weight, and other requirements, has released its innovative marketing campaign. Customer acquisition is always a pain point for a start-up. Keeping cost of customer acquisition low is a challenge that start-ups generally struggle with. Cost effective innovative marketing campaigns are one option that start-ups implement.

     

    The team at SmartShift realised that their key target audience are high tea consumers. Accordingly, they came up with the SmartShift Kulhar campaign.

     

    SmartShift functions in the B2B space; the TG is mainly the owners of SMEs. These customers are not affected by billboards, hoardings, newspaper ads, etc. or any of the other traditional forms of advertisement. SmartShift wanted to reach out to their current and potential customer base in a more personalized manner. That was when the marketing and sales team noticed that the one person who their customer interacts with multiple times in a day is his local chaiwallah. Also, being a start-up operated by a young & highly socially-conscious team, SmartShift wanted a marketing activity that would be effective as well as eco-friendly. The SmartShift Kulhars were created & distributed to all the local tea shops in key clusters.

     

    The team personally reached out to all the tea vendors in target areas of Mumbai and distributed amongst them clay kulhars with the SmartShift brand colours. The tea vendors were then requested to sell their tea to the nearby shops in these SmartShift branded kulhars. In addition to this, they asked them to collect visiting cards from each of the shop owners that they sold the tea to.

     

    Speaking about the marketing initiative, Kausalya Nandkumar, CEO – SmartShift, said, “Our target market is very relationship-based and customers are habituated to book through nakas (stands for small trucks). We realized that breaking into this market will require a daily reminder strategy, to become a part of a daily activity that reinforces our brand in their minds. The daily cup of tea was a unanimous choice. The orange & blue kulhads (our brand colours) were designed to emphasise Smartshift’s brand sublimely, during their valuable captive tea-time. And kulhads were an instant hit. Within two weeks, our enquiries nearly doubled from the Kulhad-marketed area and we were able to unlock more than 100 new customers present in nook-and-crannies that we had previously missed!”

     

  • IBD will be responsible for completely repositioning and revitalizing the brand image

    IBD wins the communications mandate for ‘Only Vimal’

    By A Correspondent

     

    IBD, a Percept company has won the strategic and creative mandate for ‘Only Vimal’, the textile brand of Reliance. The multi-agency pitch saw several top agencies in the fray to win the account. IBD won this account on the back of good strategic and creative product presentation and due to the strength demonstrated in expanding the ideation to a 360 degree horizon.

     

    ‘Only Vimal’, the rechristened Vimal, was one of the first textile brands to make a massive consumer impact pan-India. A Mukesh Ambani-promoted Reliance Industries’ (Reliance) textile division, Only Vimal is also regarded as one of the first major retail chain of stores to be set up across the country. IBD will be responsible for completely repositioning and revitalizing the brand image.

     

    Winning this pitch entailed a thorough strategic understanding of restaging an iconic brand in a dynamic product category and a deeper understanding of consumer behavior, motives, lifestyle and aspirations. The creative output and the passion displayed by the IBD team translated into the transfer of this entire account. IBD takes great pride in winning this mandate and will be responsible for restaging the brand communication with a fresh thinking with an aim to reinstate its iconic position in the consumer mind and in the market.

     

    Said Vivek Mehta, Head – Marketing, Reliance Industries Limited (Textiles), “We are very happy to partner with IBD as they bring with them in-depth knowledge and understanding of the category, which is key for creating effective advertising and communication.  The strategic and creative approach we have seen from IBD is outstanding. They have brought fresh insights and a new thinking, which we believe will give us the desired impetus.”

     

    Commenting on this win, Rahul Gupta, Managing Director, IBD said, “Our deep understanding of consumers and our ability to create a long term vision for ‘Only Vimal’, with excellent creative execution were the key factors for this win. We are very excited to have bagged this mandate of restaging an iconic brand. This is a fantastic opportunity for the team to showcase their strategic and creative brilliance. We are ecstatically looking forward to doing some great creative work on the brand.”

     

  • 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.”

     

  • To create awareness about the safety issues of driving during monsoon season this campaign has been launched

    Chevrolet launches ‘Drive with Care’ initiative

    By A Correspondent

     

    For creating awareness and promote road safety during monsoon amongst motorists, Chevrolet India has launched the ‘Drive with Care’ initiative. As a part of this campaign, Chevrolet has released a video showing the innovative road signs using hydrophobic paint (that can only be seen when wet) at work on YouTube, Facebook and other mediums to help make road safety a priority for everyone, especially during this time of the year.

     

    A campaign page on the Chevrolet website has been created to educate the public with insights on traffic accidents and tips on what pedestrians and drivers can do to be safer on the road during rainy days.

     

    Speaking about the initiative Jack Uppal, VP Marketing and Customer Care, General Motors said, “At Chevrolet, one of our key value is to keep the customers at the centre of everything and the monsoon season is just one of the several opportunities to connect, engage and educate them on the importance of being careful on road. As a global brand that considers safety as one its highest priorities, Chevrolet takes a comprehensive and innovative approach to road safety, aimed at keeping everyone on the road – drivers, passengers and pedestrians, ‘Safe’. With the ‘Drive with Care’ film, which hits hard at the road safety issue, we aim to create awareness amongst the people and bring about the attitudinal change to be safe on the road and to care for others at the same time. The campaign gives on-road insights and urges you to think and ponder over your approach towards road safety.”

     

    The company carried out a study on road accidents in Mumbai, conducted by Nielsen and ValueNotes to learn more about road accidents during the monsoon season. It helped to create awareness by identifying major accident prone zones/areas in the city during monsoon, reason behind these accidents and other statistics on the number of accidents, particularly during monsoon months.

     

    Safety messages saying ‘Drive with Care’ with wet paints and stencils are being painted in select residential areas that appear whenever it rains to promote the campaign. This will help in reaching all the families around and educating them to be more careful while driving during the monsoons.

     

    The campaign’s objective is to raise awareness amongst motorists to maintain their cars during the rains. Chevrolet India had also launched Monsoon Service Camps that offered services to ensure safe driving in the monsoon season. The services provided included a special quick free check-up of items such as brakes, light bulbs, electrical, battery and tyres. In addition to the free front wiper blades distributed, there were discounts on parts and labour charges to ensure their vehicles are well maintained and safe to drive.

     

  • Earlier, Aviva Life Insurance was being partnered by BBDO and MRM // McCann

    Aviva Life Ins hands over mandate to Contract

    By A Correspondent

     

    Aviva Life Insurance announced its partnership with Contract Advertising. Following a competitive pitch, Contract Advertising has been selected to handle the advertising portfolio for Aviva Life Insurance India and help build and develop the company’s communication messages, through new propositions and initiatives, over the next two years. Earlier, Aviva Life Insurance was being partnered by BBDO and MRM // McCann.

     

    “We are keen to be seen as Thought Leaders in a category that is otherwise cluttered and largely non-differentiated. Be it our products ideas or communication, our strategy is to find relevance and uniqueness in our offerings, in order to be the insurer of choice. We are delighted to have Contract Advertising on board, as our new creative partner, in building our ambitious journey in India. In them, we have found like-mindedness and an ability to make a difference, in line with Aviva India’s vision to create an impactful customer connect,” said Anjali Malhotra, Chief Customer, Marketing & Digital Officer, Aviva India.

     

    Rana Barua

    On the new win, Rana Barua, Chief Executive Officer, Contract Advertising said, “We are really excited on winning Aviva and look forward to partnering & creating unique ideas & communication that is relevant to the category and thus more impactful for them.  What is also heartening yet again is our understanding & creative during the pitch process was totally aligned with the vision of the entire brand and corporate team. We look forward to a long and enriching relationship with Aviva.”

     

     

    Ashish Chakravarty

    Speaking on the partnership, Ashish Chakravarty, National Creative Director, Contract Advertising said, “A regulatory controlled category is plagued with sameness of product offering, and consumer conversations. Thus the role of brand communication becomes critical. We found Aviva’s new approach a welcome change. So I am happy that they chose us to partner with them, on their plans for India. This should be an exciting one, and we certainly hope to create some memorable work for the brand.”

     

     

     

  • Savlon seeks to inspire parents to let go of their fears and encourage children to push their limits and maximize their potential to succeed in life

    Saina Nehwal appointed brand ambassador for Savlon

    By A Correspondent

     

    ITC’s leading health and hygiene brand, Savlon has announced Saina Nehwal shuttler as its brand ambassador.

     

    In its new campaign with Saina, Savlon seeks to inspire parents to let go of their fears and encourage children to push their limits and maximize their potential to succeed in life.

     

    Announcing the association, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Savlon is happy to engage ace shuttler Saina Nehwal as the brand ambassador. Her journey truly exemplifies determination, dedication and hard work. Saina personifies Savlon’s core brand thought of performance power in more ways than one.”

     

    He added, “Parents want their children to succeed but also want to protect them from the world. As a brand we seek to inspire parents to encourage their children to challenge limits and maximise their true potential. The brand purpose is to impact society in a positive manner and create a meaningful engagement. And also to showcase the performance of Savlon, which is the best product of its kind in the market.”

     

    Savlon brings alive the narrative of Saina Nehwal. A young girl who relentlessly pursued her dreams fighting against all adversities with the unstinted support of her parents. Her parents’ encouragement lent her belief in her talent to journey the course to becoming World’s no. 1.

     

  • The OMA Awards worldwide has trekked over 55 years and recognizes the most innovative, engaging, and effective displays at retail

    OMA awards recognises players from marketing & retail

    By A Correspondent

     

    The sixth edition of OMA awards took place at Pragati Maidan, New Delhi recently. Point of Purchase Advertising International (POPAI) India, the global association for marketing-at-retail, represents OMA Awards that is a premium award show recognizing the innovative and effective in-store and point of purchase displays.

     

    The OMA Awards worldwide has trekked over 55 years and recognizes the most innovative, engaging, and effective displays at retail. It recognizes and honors excellent displays that set the merchandising and design precedents of today to become the standards of tomorrow. This year, Asian Paints (household category), Italian confectionery giant – Ferrero Rocher (food category), Dove (Healthcare category) the skincare brand, Castrol, Goodricke-India-based tea producing company,  M-Seal and Dr Fixit, Coke, Godrej Duo Locks are the few winners who have been awarded the gold award.

     

    Silver award was grabbed by Goodday (Food Category), Surf Excel (Homecare category), Maybelline (cosmetics category), Tesco- British multinational grocery and general merchandise retailer, Everest, Close up, Loreal Paris, Pureit Ultima, Nivea talc, Maggi, Chefs Basket- a Mumbai-based food start-up company was presented with Go-Green award for their Nature Friendly usage of resources.

     

    Amit De, Chairman, POPAI India, said, “We are pleased to announce winners of the 6th edition of OMA Awards. The award had given an inordinate platform that recognized and honored excellent displays that set the merchandising and design precedents of today which would set the standards of tomorrow”.

     

    The event was graced by Sumit Chaplot – Head of Merchandizing Loreal India, S M Ramprasad Assistant vice president of Fuji Films, Anuradha Singh- Chief-Experience Design of Future Retail Ltd judged all entries. Deepak Chakravarty Head – Visual Merchandising from Adidas Group, Tom Harris Development Director of POPAI ASIA Ltd, Michelle Adams Chairman of POPAI Global and Darshana Shah Chief Marketing Officer of Aditya Birla Health Insurance, Rahul Saigal – Group COO of Geometry Global, Manoj Jain VP Marketing, Loyalty & Visual Merchandising of HyperCITY Retail India Limited, Leo Van de Polder Global Development Director of Shop! Adarsh Bannahalli Manager – Merchandising and Trade Communication of ITC Limited, Ashish Prasad President – Construction Chemicals of Pidilite Industries also played the role of judges.