MxMIndia

Category: PRODUCTS

  • The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali

    Pepperfry readies customers for its festive bonanza

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign based on the premise of “don’t wait for Diwali”. With this campaign Pepperfry is informing customers that there is always great value available on Pepperfry.com and customers need not postpone their big-ticket furniture purchases to annual events like the Diwali festive shopping season.

     

    The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali. Data supports this insight, typically almost a quarter of the annual sales in this category, at an industry level, happens in the festive season. The reason that consumers post-pone and concentrate their purchases in this manner is due to a perception that manufacturers and retails offer more value during these periods. But this does not hold true for Pepperfry, which has the ability to and does deliver great value through the year.

     

    The campaign addresses this consumer perception head-on and presents the Pepperfry always available value proposition as the solution. The campaign comprises two creative executions which will be aired across television channels, multiplexes and digital media. The total outlay for the month long campaign is Rs 10 crore.

     

    The films have been conceptualized by Land Kenneth Saatchi and Saatchi that convey the message using real-life situations that consumers’ face to persuade them to act now instead of waiting to buy things they really need.

     

    Talking about the TVC, Debarjyo Nandi, Senior Vice-President, Law and Kenneth Saatchi and Saatchi said, “We are looking to recreate the success of last year’s ‘Why wait for Diwali’ campaign which resulted in sustaining sales in the pre-Diwali lean period. With the euphoria around Diwali offers the larger population tends to postpone their shopping till Diwali with the hope of getting a better deal, even on things they really need and need them now. We hope to shift behaviour with Pepperfry’s all-year round value proposition.”

     

    Commenting on the new campaign Kashyap Vadapalli, CMO, Pepperfry, said, “Through our experience we have observed that furniture purchases are similar to shopping for consumer durables where a sizeable amount of sale concentrated around Diwali season. We did a campaign last year at around the same time that had the same concept – of not putting off furniture purchases till Diwali – with a very different treatment. By re-iterating the same concept again this year in mass media we are aiming to build this into a ‘property’ that can create an additional ‘event’ for Pepperfry to drive engagement and sales.”

     

    He added, “The campaign is well timed to capitalize on the occasion of 15th August which has become an important retail shopping event for consumers. So, purely from a consumer mind-set perspective, this is a good period to generate greater demand for Pepperfry furniture.”

     

  • Future Group's Big Bazaar is back with its popular and eagerly awaited sales across India

    Big Bazaar joins hands with the biggest brands for “Hum Taiyaar Hain” campaign

    By A Correspondent

     

    Big Bazaar (Future Group) has partnered with leading brands across categories for the popular ‘Maha Bachat’ sale. This partnership will be in the form of a campaign “Hum Taiyaar Hain” which will feature the CEOs and MDs of the respective brands communicating to the audience that they are ready with their products on stand for the ‘Maha Bachat’ sale. The motive behind the campaign is to mark the efforts of the brand partners who invest equal amount of enthusiasm and dedication to make the sale possible. Also, for the first time these brands are voicing their support for ‘Maha Bachat’. The sale will be held from the 13th till 17th of August 2016 across all Big Bazaar stores in India.

     

    The “Hum Taiyaar Hain” campaign will principally revolve around the CEOs and MDs making it loud and clear to the customers on how they’re well in advance prepared for the upcoming ‘Maha Bachat’ sale. Different print and other advertorials will showcase the brand heads giving out the message of the campaign. There are big sales, big discounts and big savings on over 300 brands across all cities.

     

    A spokesperson from Big Bazaar said, “Maha Bachat which is in its 11th year, offers incredible discounts on every product and every brand, it is an unparalleled opportunity for customers to save on everything they buy. A sale of such incredible proportion is impossible without our partners just like us, they too prepare for it months in advance and work towards the success of ‘Maha Bachat’ every year. Continuous cooperation from partners is a definitive and crucial factor in Maha Bachat’s success over the years. So let’s have a campaign that shows this partnership.”

     

  • TV campaign urges travellers to pack bags & travel this long weekend

    #NikalChalein tempts travellers to explore more this weekend

    By A Correspondent

     

    OYO has launched a new TV campaign “#NikalChalein”. With the 13–15 August long weekend just around the corner, the TVC which rolled out on 5th August, showcases a plethora of emotions of individuals staying in OYO properties. The 15-second ad encourages all to make travelling plans.

     

    Talking about the TVC, Ritesh Agarwal, Founder and CEO, OYO said, “In our demanding lifestyles today, one hardly gets time off from work and other commitments. The underlying idea of this TVC is to inspire people to make full use of little breaks like the coming long weekend to unwind and explore. Spending a couple of days away from the hustle-bustle of city-life can be incredible for the body and mind. This Independence Day we invite everyone to step out and savour of feeling of Aao Kahin Nikal Chalein.”

     

    He further adds, “Keeping this in mind, we have launched this campaign, focusing on places that are ideal for short trips. We have more than 200 properties in Udaipur and Shimla, which are amongst the topmost leisure destinations on long weekends. We experience high demand during this period, and as August 15 approaches we are expecting a further spike in bookings.”

     

    Conceptualised by the in-house team, the commercial is produced by DZU Film Company and directed by Daniel Zenas Upputuru.

     

  • Kona Kona 6% TVC uses the backdrop of rains to narrate stories of prosperity from different corners of India

    Kotak extends Kona Kona 6% thought further in latest TVC

    By A Correspondent

     

    Extending its Kona Kona Kotak campaign thought further, Kotak Mahindra has unveiled its latest campaign. After two years of drought, India is witnessing normal to excess rainfall in most parts. The national mood is upbeat, as a good monsoon promises prosperity and better agricultural output. The Kona Kona 6% TVC uses the backdrop of rains to narrate stories of prosperity from different corners of India.

     

    The government and Reserve Bank of India have taken a dovish stance on interest rates in the economy. Interest rates on small savings schemes such as postal savings, term and recurring deposits, National Savings Certificate (NSC), Senior Citizens Savings Scheme (SCSS), Public Provident Fund (PPF) etc. saw deep rate cuts recently, and further cuts are on the anvil.

     

    While KMB is aligned with RBI’s interest rate guidance, the bank continues to offer 6% interest rate on savings account balances above Rs. 1 lakh.

     

    Kona Kona 6% uses the backdrop of the monsoon to narrate stories of happiness and prosperity from different corners of India, such as Mysore, Chennai, Nashik, Vadodara, Chandigarh and Gangtok.

     

    The TVC will run in seven languages (Hindi, Bengali, Gujarati, Kannada, Marathi, Tamil, and Telugu) on leading channels across India. Radio will also be leveraged for the campaign. The radio script will follow the TVC script, presented in the format of a weather report. In addition to the languages above, radio will also run in Punjabi and Malayalam.

     

    The outdoor campaign, set against the backdrop of rains, portrays happiness, and conveys the key message of Kona Kona 6%. The campaign will run in Mumbai, Chennai, Bengaluru, New Delhi, Hyderabad, Kolkata, Ahmedabad and Pune.

     

    Karthi Marshan

    Karthi Marshan, Sr. EVP & Head – Group Marketing, Kotak Mahindra Bank, said “India is witnessing good monsoons this year after two consecutive dismal seasons. Good rains lead to positive sentiments, and we can feel the excitement at grassroot levels. Our new Kona Kona 6% campaign captures this mood of cheer and optimism.”

     

    Marshan added, “Kona Kona 6% is an extension of our Kona Kona Kotak and the recent 6% campaigns. It emphasises how we are contributing to people’s prosperity with something as simple as higher returns on savings account, thereby enabling them to fulfil their aspirations. The campaign also showcases how different customer segments are benefiting from our wide range of products and services.”

     

  • Conceptualized by Rediffusion Y&R, the campaign reflects on the premise that physical beauty is only skin deep, and real beauty comes from within

    Safi unveils new TVC highlighting core brand offering

    By A Correspondent

     

    Hamdard has unveiled its latest campaign for Safi that urges Indian youth to follow their dreams and create a level of self assurance that beauty lies within. The innovative campaign developed by Rediffusion Y&R and shot by Jigsaw Pictures, will be launched in the form of a TVC and on digital media with a message of #IhateumomReturns and #IHateBadSkin.

     

    The new campaign for Safi is based on a larger premise which was the cornerstone for the campaign last year. The campaign shows the larger thought that beauty flows in our blood and Safi is that exceptional product that cleanses our system from within, giving us “Ragon Mein Khoobsurati”.

     

    The campaign depicts and is voiced by a montage of girls declaring to the camera ‘IHateUMom’. It is a known fact that all girls in the growing years of their life have hated their mothers for possessing great skin and have secretly desired for their mothers great looks. But, with the onset of puberty comes unbalanced hormonal side effect such as rashes, acne, blemishes, and patchy skin. All this gives any teenager a nightmare. The horror of discovering bad skin and lack of skin confidence is enough to create a nightmare in her life. Unknowingly, they blame the mother for not bestowing them with her skin. The TVC, is an acknowledgment of gratitude to the mothers for introducing Safi to their daughters and helping them take the brand in their fold and for making it a part of their lives and making them understand that one can only be beautiful from the outside when one is beautiful within. Safi understands that with the change in time, the younger generation wants to break the old stereotypes about mere outer physical beauty, and become beautiful and confident from within.

     

    Commenting on this, Mansoor Ali, Chief Sales & Marketing Officer said, “It has been a constant endeavor to get into the ‘skin’ of the younger generation, understand their attitudes, driver and sensitivities, and reach out to them basis these insights. The “I Hate You Mom” campaign last year was a bold approach for Safi, and we saw tremendous affinity developing in the younger TG. This time around, we continue on the same basic insight, but now extend the thought to a more universal philosophy of “inner beauty”, symbolized by “Ragon Mein Khoobsurati.”

     

    Nilotpal Singh, Sr. Brand Manager, Hamdard Laboratories said, “New SAFI campaign tries to complete the story which was started last year with #IHATEUMOM campaign. Creative this time is about self-realization that “real beauty lies within which leads to the beautiful skin outside”. Going further brand will own a larger plot on larger philosophy of “Ragon mein khoobsurati”. We are also trying to uplift the brand imagery and I feel that our creative agency and production house has done remarkable work in this direction.”

     

  • Agency to handle the brand's digital creative and media duties, and also manage its social media presence

    Indigo iStrat wins digital duties of Bikanervala Foods

    By A Correspondent

     

    Indigo iStrat has been appointed as digital partner by Bikanervala Foods, the leading multi-cuisine Indian fast food restaurant and a manufacturer of sweets and snacks, for its two brands – Bikanervala, multi cuisine restaurant cum sweets outlet chain and for its packaged snacks brand Bikano. The agency won the digital mandate on the back of a multi-agency pitch. The mandate involves full service digital business for its India operations, and will see Indigo iStrat handle digital creative and media duties along with its social media presence.

     

    Manish Aggarwal

    Commenting about the development Manish Aggarwal, Director – Bikanervala Foods said, “Bikanervala and Bikano has been a household name for many years. We are loved for bringing together best quality, delicious flavours from different corners of India and serving it at competitive prices. As a brand, we understand and value our customers; so if they are online, why shouldn’t we be there too? The way ahead is to strengthen our presence on digital, making sure we are relevant to our customers where they are as they journey down their decision making path.”

     

     

    Hitesh Ranot

    Hitesh Ranot, Digital Marketing Manager, Bikanervala Foods, said, “Building brands Bikanervala & Bikano further means building effective strategies for better, sharper customer engagement. Customers are less responsive to the one-way marketing messages on digital channels today. Most companies uses old “frequency and reach” marketing to cover audience with extensive messaging as possible. This approach is losing power. We, with Indigo iStrat, want digital marketing to create an experience that will deliver value to customers. We are excited to partner with Indigo iStrat and build a two way marketing that will give us a competitive advantage.”

     

     

    Sonya Sahni

    Commenting on the account win, Sonya Sahni, Chief Strategy Officer, Indigo iStrat said, “We are excited to be partnering with one of India’s most loved food brands. I believe there are multiple opportunities to explore with Bikanervala. The idea is to create & build brand love through digital and drive saliency for the brand.”

     

  • The campaign highlights the changing times and the aspiration quotient across age group to elevate oneself to the digital universe

    J Walter Thompson crafts inaugural TVC for Junglee Rummy

    By A Correspondent

     

    Junglee Rummy, the online gaming portal, launched its first television ad for rummy enthusiasts. Rummy is a popular skill-based card game in India that people play regularly in social circuits. Unlike other card games, Rummy requires a blend of mathematical skills and distinct memorizing capacity. Said that, the ad campaign conceptualised and crafted by J Walter Thompson Hyderabad; highlight the changing times and the aspiration quotient across age group to elevate oneself to the digital universe.

     

    Capturing the strategic insight of the portal, the campaign highlights the convenience and liberty to play the game anytime, anywhere without any distraction; featuring brand ambassadors actor Prakash Raj and Rana Daggubati.

     

    The Junglee Rummy TVC starts with the background score “Aao Khele Rummy”, inspired by the nostalgic tune from the 1957 Bollywood track “Sar jo Tera Chakraye”, which had the famous comedian Johnnie Walker singing it onscreen. The tune has been recreated to generate an eclectic mix of modern and old world that takes the viewers back to the yesteryears where a family is sitting in their living room playing a game of rummy. However, due to numerous distractions perpetrated by other family members, the protagonist – played by Raj – gets constantly interrupted, making it impossible for him to play his beloved game. Meanwhile, Daggubati, who is also a part of the family but is not playing the game, is having a lot of fun seeing Raj in such misery. In the end, he comes to Raj’s rescue and introduces him to JungleeRummy. The setting changes into the present era where they both play an uninterrupted game of Rummy on JungleeRummy.com. The idea is to showcase, in a very lucid manner and with a touch of humour, how JungleeRummy enables you to enjoy your favourite skill-based card game with absolutely no distractions.

     

    Commenting on the campaigns differentiated offerings, Ram Gedela, Managing Partner, J Walter Thompson Hyderabad said, “Online businesses need to realize that they are in a space where the audience has the ability to accept or reject any brand engagement. So unless you are surprisingly entertaining first you cannot build your brand presence online and we managed to do exactly that.”

     

    Speaking about the new TVC launch, Ankush Gera, Founder and CEO, Junglee Games said, “This is our first TVC with two of the most well respected and recognised celebrities in Indian cinema. By launching it on national television, we are letting every Indian know that Rummy, which has traditionally been one of the most popular skill-based card games in the country, is now available online to be played anytime and anywhere. Players can register for free on JungleeRummy.com and play games for free or for cash. The presence of Prakash Raj and Rana Daggubati would help Junglee Rummy establish a deeper connect with players in every region in the country.”

     

  • Quirky campaign highlights Meru's commitment towards transparency

    Meru Cabs puts up competitive front in latest brand campaign

    By A Correspondent

     

    Meru Cabs has launched a brand new marketing campaign- ‘True Rupees Per Km’. The new campaign highlights Meru’s brand proposition of providing honest and trustworthy services to the fast evolving transportation requirements of customers. Launched recently, the campaign has been rolled out in Delhi, Mumbai and Bangalore followed by a national launch across nine key markets including Hyderabad, Chennai, Kolkata, Ahmedabad, Jaipur and Pune.

     

    Lured by attractive discounts and low price points, today radio taxis have become popular and a convenient travel option amongst customers. However customers often have limited knowledge on how their fare is calculated and sometimes end up paying a higher value than the promised amount. While surge charge of 1X, 2X etc. is displayed upfront, there are many hidden costs such as ride time charge on total travel time and base fare charge which are hidden and gets calculated in the final fare. These hidden costs are often mentioned in asterisk (*) or mentioned in small fonts as “conditions apply” at the end of transactions, documents or marketing collaterals which goes unnoticed.

     

    Commenting on the launch of the brand campaign Siddhartha Pahwa, CEO, Meru Cabs said, “Our new campaign “NO hidden, NO Surge, NO Ride Time or NO Cancellation Charge” aims to educate customers on hidden costs applied by several taxi aggregators. Through this campaign, we reiterate our commitment to customers that with Meru as their trusted travel partners they pay “True rupees per km” for all transactions promising transparency and open communication.”

     

    Meru’s new brand campaign (Print, Radio, OOH) has been conceptualized, created and executed by Enormous Brands with an effective media strategy recommended by OMD India. The campaign will be further amplified through digital media with hashtag #PayTrueRupees on social media, Youtube, online banners, OOH channels.

     

    Ashish Khazanchi, Managing Partner, Enormous brands explains the idea behind True Rupees per km, “Meru prides itself in the extreme transparency with which it services its customers. Under the marketing clamour of discounts, cash backs and offers in the taxi industry, Meru wanted to make a bold move to highlight the fact that most competitors’ prices/fares seem attractive in the forefront but always have unnecessary hidden costs. The idea behind coining the phrase True rupees was to send out a clear message upfront to the customer that Meru operates transparently and honestly unlike other prominent cab aggregators”.

     

     

  • The account will be handled by the agency's Mumbai office and the estimated size of the account is Rs 50 crore

    Dixcy returns to Madison Media Sigma

    By A Correspondent

     

    Madison Media Sigma, a part of Madison Media Group, has bagged the account of innerwear brand Dixcy. The account will be handled by the agency’s Mumbai office and the estimated size of the account is Rs 50 crore.

     

    Says Raghul Sikka, Director, Dixcy on selecting Madison Media, “We wanted a holistic approach towards our media planning & implementation. The skill and  experience Madison’s team has in this field is quite exceptional. They have built so many brands and we look forward to being one of them”.

     

    Added Vanita Keswani, CEO, Madison Media Sigma: “I am delighted to have Dixcy back as a Madison client and we are looking forward to partnering them in their journey.”

     

  • Following a year-long process, Creativeland Asia has been appointed the communications partner for Godrej Masterbrand

    Creativeland wins Godrej Masterbrand creative mandate

    By A Correspondent

     

    Having partnered Godrej in revamping iconic brands like Cinthol, Godrej No.1 and Godrej Expert and crafting brands like Godrej aer and Protekt over the last couple of years, Creativeland recent win comes on the back of its deep understanding of the Godrej culture.

     

    Shireesh Joshi‎ COO, Strategic Marketing Group at Godrej says, “Godrej Masterbrand is extremely excited to have CLA on board as the creative agency. Look forward to working with them on many successful and award winning campaigns. With their deep knowledge of the Godrej brand and their unique approach it will be a win-win partnership for us.”

     

    Creativeland’s in-depth understanding and interpretation of Godrej both as a corporate and as a brand that touches millions of lives every day, helped it craft not a campaign, but an integrated way forward.

     

    Sajan Raj Kurup

    On the mandate, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, says, “Godrej Masterbrand is more than a mandate. It is a responsibility. Especially given the fact that it straddles such a varied portfolio from FMCG to real estate to consumer durables, across multiple geographies. We spent a year and a half getting a deep understanding of the history, the culture and the legacy of Godrej before even attempting to pitch for the Masterbrand. Creativeland looks forward to contributing strategically towards an ever evolving and contemporary Godrej Masterbrand.”

     

    It’s an all-encompassing mandate, including digital, social and mainline.

     

  • Titled 'Aao Khushiyan Manaye' and directed by Shoojit Sircar, these ad films showcase the silver screen icon celebrating the birthday of Tata Sky with a bunch of children

    Big B wishes Tata Sky in a unique way on its 10th birthday

    By A Correspondent

     

    On the occasion of celebrating its 10th Anniversary, Tata Sky has roped in superstar Amitabh Bachchan to wish all its subscribers with a series of ad films.

     

    Titled ‘Aao Khushiyan Manaye’ and directed by Shoojit Sircar, these ad films showcase the silver screen icon celebrating the birthday of Tata Sky with a bunch of children. Young at heart and in the industry, these films, highlight Tata Sky’s special offering to its subscribers on this joyous occasion.

     

    Celebrating the campaign, Malay Dikshit, Chief Communication Officer at Tata Sky said, “We needed to wish our subscribers a big Thank You on Tata Sky’s 10th Anniversary. Our subscribers come from across the country, cultures and age group. Who would be better than the universally recognized icon – Amitabh Bachchan to deliver the message in a simple and playful manner.”

     

    Sukesh Kumar Nayak, Executive Creative Director at Ogilvy & Mather says, “There can’t be anyone younger at heart then Mr. Bachchan. He was as eager as any other 10 year old at the shoot. It was fun to watch him become a child again to execute this idea and make the 10 year celebration of Tata sky even more enjoyable.”

     

    As a part of the celebrations, all subscribers will get to view over 500 + channels and services that Tata Sky  offers at no additional cost to their on-going subscription between 8th to 21st August 2016. Tata Sky, is also carrying a special ‘Celebrating 10 Years’ logo on its platform.

     

  • Rahul Gupta, CEO of the Percept arm, speaks on the winning the big Reliance account

    It’s Only IBD for Only Vimal

     

    For a generation that grew up in the early years of television advertising, Only Vimal is a campaign that’s etched deep in memory.  While India was always known for its textiles industry, it was Only Vimal – created by Reliance Group founder Dhirubhai Ambani – that became its most iconic brand.

     

    Last week we reported that IBD, a Percept company, had bagged the strategic and creative mandate for ‘Only Vimal’. And, the road to the finish line was not at all easy. IBD was in the race with some of the biggest names in the industry.

     

    “In the final round, we were fighting with RK Swamy. For a very long time, it had handled the biggest textile brand Raymonds and obviously would have been the prime contender to handled this account too. For us, to be able to upstage them and win this brand was a matter of great pride and satisfaction. I believe, the strategy and all was very bang-on but our edge was the differentiated positioning we talked about, the technological positioning and the creative execution we brought in to place. That is where things went in our favour,” said Rahul Gupta, Managing Director, IBD.

     

    The rechristened Vimal – ‘Only 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 one of the first major retail chain of stores to be set up across the country. IBD will be responsible for repositioning and revitalising the brand image.

     

    One of the most important things while preparing a pitch is the brief that is given to an agency by a client. Speaking to us on the brief, Gupta said, “The whole essence of Vimal was that- it was one of the most prized brands once upon a time. Over a period of time, Reliance moved on to bigger and better things and different areas of business. So, to a certain extent the textile division of Reliance Industries’ was kind-of put on the backburner. But it continued to do decent business for a period of time.”

     

    “Obviously, it lost the lustre of a brand it was in the 80s. So, very clearly, the task in hand was to re-stage this brand and make it relevant for the new India, for the younger India. The young India does not know the value of the Vimal brand. Our task is to re-stage the brand, so that today it is seen as a premium brand. The youth of today should understand the iconic status of this brand.” Gupta added.

     

    MxMIndia previewed the television campaign which will be launched today (Aug 16). In the commercial, the focus has been given more on the fabric and the qualities of the clothing material. But since the brand’s target is the youth of India, why shoot the film in a foreign location? “We did a lot of research and psychographic studies and we realised that the youth of today though rooted in India have a very global aspiration. Today’s market is all about the youth. We wanted to focus on the youth and the youth of today is all about action. Yes, there aesthetic and creative reasons why it is important to shoot the film in an international setting. It allows you a nice backdrop; ultimately it is a fashion brand and aesthetics, style etc. do play a big role in communicating the style quotient of the brand. But apart from that it is also to give a global value to this brand,” explained Gupta.

     

    When it comes to fashion brands, more often than not we see the clichéd concept of how wearing the brand can make one a winner or achieve the impossible in life. “Everybody followed conventional wisdom in terms of advertising where you talked more about achievement or being good-looking, it was all focused on personality. It was us who took these fabrics and decided to position the brand of fabrics as a brand which offers technologically superior fabrics that will aide people in their lives, especially the man of action. The youth of today is on-the-go and need something which will help them. It was time for change and today everything has changed. If Vimal needs to come back and become a market leader, it needs to have its own voice,” said the Gupta.

     

    On the marketing front, a 360-degree strategy has been agreed upon but is there any special plan was the most used and enquired about platform ‘Digital’? “We already are working very extensively on social media platform. We have taken a lot inventory on YouTube, so we are doing all those standard digital efforts as it is. But we are also planning a lot of engagement activities which you will see and is very effective in getting across this new position and new fabrics to work on innovative little digital program,” added Gupta.