MxMIndia

Category: PRODUCTS

  • The new campaign highlights ICICI Lombard's core brand proposition of 'Nibhaye Vaade'

    ICICI Lombard focuses on wellness in latest brand campaign

    By A Correspondent

     

    ICICI Lombard launched its new brand campaign that will run across TV, radio, digital, outdoor and social media for four weeks.

     

    The new campaign highlights ICICI Lombard’s core brand proposition of ‘Nibhaye Vaade’. In a thoughtful move that is in sync with the company’s customer-centric approach, the new commercial focuses on placing customers first, enabling them to fulfill their promises made to their loved ones, even as the brand works towards fulfilling its commitment.

     

    The new commercial has an interesting story line of a protagonist going for an early morning run despite extreme weather conditions. During the run, he gets several thoughts to give up on the run even as he feels the impact of the excessively cold weather. However, he continues to run, since he has promised his daughter that he will get fit.

     

    The TV commercial is complemented by radio spots and multiple outdoor and digital creative. In order to ensure engagement with consumers, the company is taking several initiatives on radio and digital media using the hashtag #DoTheDifficult. It wants to encourage consumers to share their experiences of having overcome obstacles to fulfill their promises towards their loved ones through the hashtag.

     

    Commenting on the campaign launch, Sanjeev Mantri, Executive Director, ICICI Lombard General Insurance said, “At ICICI Lombard, we have always been committed to support our customers during their hour of need. Further, we have been transforming ourselves to play a more proactive role by helping our customers stay fit and healthy. This is in line with our belief that prevention is better than cure and our new brand campaign exemplifies this thought”.

     

    Developed after a detailed research with consumers and planning with its creative Partner, Ogilvy India, the campaign seeks to connect with the changing trend of a Young and Inspiring India. Amid hectic lifestyles and multiple responsibilities to fulfill our professional and personal commitments, we end up compromising on our health and well-being. This is where the brand steps in with its health and wellness solutions, enabling its customers to avail a range of wellness benefits offered in its health insurance offerings. Customers can avail of Yoga & Gym reimbursements, Nutrition consultation, Sports & Fitness therapy as part of ICICI Lombard’s health insurance offerings.

     

  • Kinetic worked on creating an immersive, sensory experience at two of the country's busiest airports – Delhi and Mumbai

    Kinetic welcomes Ford Mustang in India with outdoor innovation

    By A Correspondent

     

    Kinetic India was recently appointed by Ford India ahead of introducing Ford Mustang in India. Ford Mustang is an automotive legend and is one of the most followed nameplates across the globe. Since the Mustang first went on sale in 1964, Ford has sold more than 9 million vehicles around the world.

     

    To capture imagination and create intrigue the audience ahead of the car’s introduction, Kinetic worked on creating an immersive, sensory experience at two of the country’s busiest airports – Delhi and Mumbai.

     

    In the first out of home (OOH) solution, Kinetic laid out the red carpets for customers arriving at the Delhi and Mumbai airports which were equipped with motion sensing technology and connected to a life-sized billboard. To grip an onlooker’s attention, a passerby who stepped on the carpet was welcomed with a gush of air and an evocative growl that the Ford Mustang is identified with. The billboard on the side played interesting visuals of the Ford Mustang and by the time a walker was off the carpet it switched to an enticing line – ‘The legend makes its way’ – with smoke coming off from either sides.

     

    “Ford Mustang stands for freedom of expression and embodies the passion and fun-of-driving inherent in all Ford vehicles. The arrival of Ford Mustang in India needed to stand-out and leave a lasting impression on everyone who experienced our touch-points. We wanted create an experience that personifies all that this iconic car stands for by innovatively demonstrating its fun-of-driving, legendary engine growl and raw power,” said Kaushik Prasad, general manager for consumer marketing at Ford India said.

     

    The second OOH display was strategically placed at the high traffic Delhi-Noida Expressway to attract significant eyeballs. The hoarding featured the side profile of the Ford Mustang, depicting a high-intensity drift to demonstrate power and a furiously rotating rear tyre emitting continuous smoke.

     

  • DigitasLBi further strengthens its partnership with the Piaggio Group

    DigitasLBi wins digital mandate for Aprilia

     By A Correspondent

     

    DigitasLBi has added another brand – Aprilia India, from the Piaggio stable to its roster. The agency has been undertaking digital activities for Vespa India since 2013 and this is yet another milestone in their relationship with the Italian two-wheeler juggernaut. DigitasLBi’s Mumbai office will be servicing the Aprilia account for Piaggio.

     

    Ashish Yakhmi

    This year marks the launch of the brand in the Indian market as they introduce consumers to the powerful sports-scooterbike, Aprilia SR150. The agency will be responsible for creating a digital presence for the brand and take on subsequent product launches in the future.

     

    In making the selection, Ashish Yakhmi, Head of Marketing at Piaggio Group said, “DigitasLBi has always shown a deep understanding of the brands they handle and we have seen the insightful work they have been delivering on Vespa. We are happy to have them on board for Aprilia and extend our association. We look forward to some great campaigns!”

     

    Amaresh Godbole

    Commenting on the business win, Amaresh Godbole, Managing Director, DigitasLBi, India elaborated “DigitasLBi has been proud to partner Piaggio on Vespa for a while now and this mandate extends our strategic alliance to another marquee brand. We are all extremely honoured to be associated with Aprilia and excited by the vision for the brand. DigitasLBi has a pivotal role to play given the nature of the category and audience. We hope to help chart the digital roadmap for this iconic brand in India.”

     

  • Shruti Haasan takes on the challenge of music trio Shankar, Ehsaan and Loy

    Nestle India unveils latest campaign for Munch

    By A Correspondent

     

    Nestlé India’s latest advertising and marketing campaign Crunchilicious Munch marks the celebration of renovation of the wafer brand. While retaining its signature crunch, Munch has undergone a product renovation in recipe and process. To mark this renovation, a new brand campaign has been launched which features the multi-talented youth icon Shruti Haasan and the musical trio of Shankar, Ehsaan and Loy.

     

    With the launch of the new product, Nikhil Chand, General Manager, Chocolates and Confectionery, Nestlé India Ltd. said, “India is a growing chocolate and confectionery market, and the market needs some excitement and innovation. This product is a result of such innovation. We are also extremely happy to introduce the new campaign in association with Shruti Haasan and Shankar, Ehsaan, Loy. The campaign captures how Shruti, who, though confident, experience a rare moment of doubt when faced with a tough challenge. The TVC captures the ‘Crunching of the doubt with Munch’, when Shruti takes on the challenge, leading to the creation of foot thumping music.”

     

    Speaking on the occasion, Shankar Mahadevan said, “We are excited to be associated with Munch, a brand that has always leveraged music that appeals to everybody. The new song will definitely make you groove.” Shruti Haasan also shared her experience saying: “I am thrilled on being associated with an iconic brand like Munch and thoroughly enjoyed shooting the TVC and relishing the delicious new Munch.”

     

  • The campaign #FoodKaMoodBadlo created more than 75 lakh impressions across social media platforms

    WATConsult executes digital campaign for Godrej NXW fridge

    By A Correspondent

     

    WATConsult has wrapped up a digital campaign for Godrej Appliances. The agency, which has been associated with Godrej for more than five years, executed this digital campaign for the flagship refrigerator range, NXW Refrigerator.

     

    Godrej Appliances wanted to create awareness about how different foods demand different storage temperatures and highlight that with its NXW range of refrigerators they offer next world ‘Just The Right Temperature’ (JTRT) technology. To create maximum buzz around the same WATConsult launched the activity with the hashtag #FoodKaMoodBadlo. The idea behind this was to instill the thought that different food items are required to be stored at different temperature in order to be at their nutritious best. To do this in engaging manner food items were personified and correct storage temperature was linked to their mood.

     

    Commenting about the campaign, Swati Rathi, Head – Marketing, Godrej Appliances said: “The entire digital campaign has received a tremendous response. It allowed us to experiment with gamification and thereby bring alive the product technology in a far more engaging manner.”

     

    Speaking on the campaign, Rajiv Dingra, Founder and CEO, WATConsult said, “The team worked on a novel concept to market the product technology of NXW range of Refrigerators and we are glad the campaign was received well by the consumers. We always enjoy working with the Godrej team members. They encourage strategic, innovative thinking and adopt a holistic approach for all the campaigns. We are sure that in the coming months, we will be launching some more exciting campaigns with Godrej.”

     

  • Coming on the heels of Prasoon Joshi's 'Sharm aa rahi na' video, Greysell gives a more positive spin to the sentiment and uses 'Pride' as the key emotion rather than 'Shame'

    Greysell pays an emotional tribute to women in new video

    By A Correspondent

     

    Mumbai-based advertising Agency, Greysell, has released a video that takes pride in celebrating womanhood. A tribute to the Olympic winners, the video salutes the women of India and the pride they evoke despite the various struggles they go through.

     

    Coming on the heels of Prasoon Joshi’s ‘Sharm aa rahi na’ video, Greysell gives a more positive spin  to the sentiment and uses ‘Pride’ as the key emotion rather than ‘Shame’.

     

    Titled ‘Garv’, Greysell’s video shows the stereotypical perceptions and struggles of women in India, and yet how they overcome them all to emerge as winners and make the country proud. Conveyed through a heartfelt poem penned and narrated by Greysell’s copywriter, Mohammed Sadriwala, Garv captures the prevailing sentiment in the country quite beautifully.

     

    Sushil Banka, MD – Greysell, said, “When we saw the Prasoon Joshi video, while we certainly liked the poetry, however, there was some disconnect to the sentiment. Shame is a very negative emotion. Today, majority of Indians, including men, are proud of what the Olympic winners have achieved. Moreover, overall perception towards women empowerment too is changing for the positive. We though that women deserved better, men deserve better, and India deserved better.”

     

     

  • Morning Fresh has extended its creative wingspan and introduced 'The Bro'ster' in collaboration with Web Chutney

    Morning Fresh unveils campaign to promote ‘The Bro’ster’

    By A Correspondent

     

    Morning Fresh, a restorative hangover cure and a natural drink to detoxify alcohol was conceptualised mid 2015. Morning Fresh has now extended its creative wingspan and introduced ‘The Bro’ster’ in collaboration with Web Chutney.

     

    The Bro’ster is the first ever talking coaster to keep you company through the evening; much like that one sober friend who’s got your back and beyond on a night out. Witty, charming, and occasionally mean, he says what he means about your drinking curve, which is displayed on an LCD screen on the coaster. At the end of the session, he delivers a unique MF code that a user can tweet to receive and discover their drinking personality based on his/her drinking style along with a complimentary bottle of Morning Fresh to help them wake up bright and chirpy.

     

    Commenting on the campaign, Mitali Tandon, Cofounder, Morning Fresh said: “At Morning Fresh we are always trying to push the envelope to create an innovative and fresh experience for our customers. As a young brand, it is important for us to find ways to engage with our audience in a meaningful and relevant way. The Bro’ster was a great way to do this and merge modern technology with cultural insights. We’re starting with a few pubs and bars in Bengaluru, and hope to scale it to serve more patrons. Above all, it is exciting to see the role real–time data can play in the F&B industry.”

     

    Adding more to the concept, the WebChutney Team said: ” Several attempts have been made to make coasters a more interesting product- from experimenting with shapes, sizes and design to content. But we believe The Bro’ster stands out purely because of its utility and potential to optimize your entire evening. As the data that the Bro’ster takes in isn’t only used for throwing out contextual messages that spark a smile, but is linked to real time customized rewards- right from ordering food for the ones who are going too slow, to ordering a cab for the ones who’ve gone overboard. Morning Fresh was a great brand to partner with to devise this experience. As an urban, ambitious brand, its promise of providing a hangover-free, responsible drinking experience perfectly matched the purpose that an interactive coaster could serve.”

     

  • Launches new TV campaign under the Dettol BanegaSwacch India initiative to drive behavioral change

    Dettol addresses real-life barriers to promote healthy handwashing habits

    By A Correspondent

     

    In an endeavour to spread awareness around healthy hand washing habits, Dettol launched its next phase of their nationwide communication initiative ‘Dettol BanegaSwachh India’. To reiterate its commitment towards bringing in behavioural changes and personal hygiene, Dettol rolled out a new TVC focussing on real life challenges.The TVC focuses on multiple ways the consumer can practice good hand hygiene habits.

     

    Taking cognisance of its tradition, last year Dettol launched its campaign ‘Maa Mane Sirf Dettol kaDhula’ in an endeavour to reach out to a larger audience through a catchy jingle and by launching ‘Dettol Squeezy’ – an affordable liquid hand-wash.

     

    Speaking about the campaign, Arjun Purkayastha, Marketing Director – Dettol Developing Markets at RB, said, “As a global leader in consumer health and hygiene; and with a history of over 150 years of innovation, we understand the extreme importance of hand hygiene and sanitation in the lives of our consumers. Last year, we had launched our campaign to promote healthy hand wash habits amongst children and mothers which turned out to be a huge success. This year, we are moving a step further and taking this educational message forward by addressing real life situations in everyday living; hence entertaining and engaging at the same time.”

     

    Explaining the idea behind the new campaign, Prasoon Joshi, Chairman – Asia Pacific, CEO  & Chief Creative Officer – India, McCann World group said, “Dettol KaDhula campaign, which was launched last year, helped us to create a movement towards personal hygiene. This year we are trying to recreate the same phenomena by bringing in real life situations, places and people whom we see on a daily basis grappling with the issue of hand wash and cleanliness. The campaign will educate, create awareness and reinforce them to maintain hygiene by bringing in the behavioural change of washing their hands before and after every meal through an impactful TVC, backed by the extremely popular ‘Dettol DettolHo’ Jingle.”

     

  • Ranganathan will be responsible for the overall sales generation and marketing of the company

    Roca appoints KE Ranganathan as President – Sales & Marketing

    By A Correspondent

     

    Roca, the leader in bathroom space, has announced the appointment of KE Ranganathan as President – Sales & Marketing. In this role, Ranganathan will be responsible for the overall sales generation and marketing of the company. He will work closely on creating new strategies and opportunities to drive growth and further consolidate the company’s leadership position.

     

    Ranganathan is a graduate in commerce from Madras University, an Associate of Institute of Chartered Accountants of India (ICAI) and as Associate member of the Institute of Company Secretaries of India (ICSI). He is also a Fulbright Scholar. He comes with more than 30 years of experience in finance, accounting, business planning, strategy, Marketing & Sales. He had held senior positions in various companies in Murugapp a& TVS Group.

     

    Speaking on Ranganathan’s appointment, Pau Abello Pellicer, Managing Director, Roca Bathroom Products said, “Ranganathan comes with rich experience across multiple brands. We are confident given his background that Ranganathan will play a stellar leadership role in breaking new ground as we embark upon the next phase of growth.”

     

  • Tune in to #StayStarted mornings, with RJ Rishi

    Nescafe joins hands with Red FM for new Nescafe TVC

    By A Correspondent

     

    93.5 RED FM would be seen as an integral part of Nescafe’s new ad campaign #StayStarted which urges listeners to never give up. As part of the campaign, Red FM is initiating a morning show from 5:30–7 am in 10 cities (Delhi, Mumbai, Kolkata, Ahmedabad, Pune, Jaipur, Guwahati, Indore, Lucknow and Kanpur) wherein RJ Rishi will invite listeners to speak their heart out on the show. The show will go live from September 1, 2016 onwards.

     

    The TVC portrays story of RED FM RJ Rishi who is hosting an early morning show from 5:30– 7 am wherein the struggle is to find listeners who’ll hear him as no one wakes up so early. Still he steps in the studio with a bright smile on his face every day in a hope that someday listeners will call and talk to him. Despite luring his audience with free passes, vouchers, ajmera birthday hai, all his attempts are futile eliciting no response from the audience. But, undaunted, RJ Rishi goes on, “But no tring-trong… I’ll play the next song.” One day, while sipping Nescafe, a thought strikes his mind and tables turn hereon. He transforms shows weakness into its strength by realising that everyone would want to talk when no one is listening and starts focusing on this proposition and invite listeners to share their stories as no one is listening. To his surprise, it works and his phone starts ringing with listeners calling from everywhere pouring their hearts out… venting out their frustrations against the boss, seek apology from someone, profess love, and so forth. RJ Rishi has succeeded in his endeavour to garner a response from his listeners!

     

    Speaking on the occasion, Nisha Narayanan, COO, 93.5 Red FM said, “Red FM has always taken initiatives to inspire the youth and encourage them to stay motivated and it feels great to collaborate with brands which echoes a similar sentiment. While the idea has been conceptualised by Nescafe’s creative agency, we are thrilled to be a part of the campaign. This is a great opportunity to get closer to our listeners and encourage them to constantly take initiative to peruse their goal. The TVC campaign has been released on various multi-media platforms to ensure high reach and generate conversations around staying undefeated with #StayStarted campaign. Both Red FM and Nescafe enjoy a special place in the hearts of youngsters and we are confident on the success of this collaboration.”

     

     

  • The new TVC is in continuation to the earlier campaign launched in March 2016 and features renowned Bollywood Actor Radhika Apte with a new twist

    Mother Dairy unveils new ‘Dailycious’ campaign

    By A Correspondent

     

    Mother Dairy Fruit and Vegetable (MDFVPL) launched the second phase of its dairy whitener brand – Dailycious with a new television campaign. The new TVC is specially targeted for consumers across the regions of West Bengal and Assam. The TVC features Bollywood actor Radhika Apte as the leading lady in her new facet of life and has been conceptualised by Ogilvy.

     

    The first TVC, released a few months ago, was centred on the couple as newly-weds beginning their journey together. The second TVC, which is in continuation of their life ahead, takes the plot further with an interesting new surprise. While the couple still remains central to the TVC’s theme, this time the audience will get to see a different facet of the couple’s life as the wife’s mother-in-law enters the picture.

     

    Speaking on the campaign, Subhashis Basu, Business Head – Value Added Dairy Products, Mother Dairy, said, “At Mother Dairy, we always endeavour to bring out products that offer best in class experience with trust, quality and purity. As part of our East India focus addressing to specific needs of consumers, we introduced Dailycious, the dairy whitener brand offering solutions with right mix of colour, taste, miscibility and cuppage. Over the period, this connect has established our presence in the region and to further strengthen the association, we are now launching a new phase of our Dailycious campaign taking the thought forward. I am confident that the new campaign will appeal to masses and enhance brand’s engagement with consumers.”

     

    The TVC opens on the couple at the dining table, with the wife serving morning tea to her husband and mother-in-law. While serving tea, the wife asks her husband to show the newly bought shoes to her mother-in-law, attracting a witty and muted response from husband, whereas mother-in-law is taken a back in surprise. The mother-in-law then tries to search the new shoes on her son’s feet under the table with a feeling of apprehension, but is unable to find them underneath. She then goes on to take a sip from her tea and finds an unexpected pair of red toddler shoes before her sight. Amazed by the little pair of shoes, the mother-in-law then looks towards her son in-order to confirm the thought of becoming a grandmother. Her son in return confirms the same with a smile. She further looks towards her daughter-in-law to confirm the news, to which she happily nods in agreement. The entire moment becomes more cheerful when both hug each other celebrating the occasion. This exchange between them creates a special bonding moment, which only ends up becoming magical over a cup of tea made from the goodness of Mother Dairy Dailycious dairy whitener.

     

    “The second TVC from the two ad film campaign takes the conversations and stories around the all-important cup of tea to a new dimension, reiterating our big idea that a well-made cup of tea can infuse magic into everyday moments. The goodness of Mother Dairy Dailycious Dairy Whitener enhances the tea experience, which has been captured in this endearing spot featuring the talented RadhikaApte.” added Ajay Gahlaut, Executive Creative Director, Ogilvy India.

     

    The TVC went on air from September 5 and will also be available on YouTube and other digital channels. The campaign is Mother Dairy’s one of the leading initiatives towards developing a regional approach in Bengali and Assamese. The newly launched campaign will be supported by a series of initiatives involving a 360-degree approach spanning across print, radio, digital and BTL activities.

     

     

  • Kedar joined Castrol India in September 2011 as General Manager for the Motorcycle engine oils category

    Kedar Apte takes charge as VP – Marketing at Castrol India

    By A Correspondent

     

    Kedar Apte

    Castrol India Limited has announced the appointment of Kedar Apte as its new Vice President Marketing, effective September 1, 2016.

     

    Apte  joined Castrol India in September 2011 as General Manager for the Motorcycle engine oils category. During the last five years, he has managed multiple product categories and his last position prior to his new role, was as Head – Brand and Communications.

     

    According to Shyam Balasubramanian, Regional Marketing Director, Asia and Pacific Region, “Kedar has been responsible for successfully leading the launches of several pioneering brands like Castrol Vecton, Castrol CRB Mini-Truck and Castrol GTX Eco. His other significant contribution includes building a strong presence for the brand in the digital space through innovative on line campaigns.”

     

    In his new role, Apte will lead the marketing function which includes brand communication and content, sponsorships, digital marketing and consumer and customer engagement programmes. He will spearhead the on-going marketing strategy and continue to strengthen the Castrol brand through distinctive and exciting brand campaigns.

     

    Said Apte: “Castrol has been an integral part of the evolution of the lubricant industry in India and I am delighted to be part of the journey going forward.  Castrol is acknowledged for its innovative marketing approach and I am eagerly looking forward to contributing towards the organization as it moves towards an exciting future.”

     

    Prior to joining Castrol, Apte spent around a decade with Hindustan Unilever in sales and marketing roles.