MxMIndia

Category: PRODUCTS

  • The commercial has been developed by SoCheers Infotech strategists and was shot by Once upon a Film

    SoCheers unveils TVC showcasing agency

    By A Correspondent

     

    Digital media agency SoCheers, has unveiled its TVC featuring the agency as an investigative intelligence bureau. The campaign positions SoCheers employees as secret agents who, with every client call they make and with every creative they post, are saving the digital world.

     

    As per the script, the plot follows a comical storyline of a literal making video wherein a SoCheers employee is shown facing the camera, sitting in his secret agent tux (with colourful shorts underneath) trying to shoot a monologue about the digital agency he works at, only to keep fumbling and to have his boss keep coming and correcting his lines. It’s meant to be a spoof on other companies who try and showcase everything good about the company with employee testimonials, but this video gives an insight into what usually happens before the final product is out.

     

    The commercial has been developed by SoCheers Infotech strategists and was shot by Once upon a Film.

     

    Speaking on the commercial, Mehul Gupta, Cofounder SoCheers Infotech said, “We are at the cusp of a significant transformation, having witnessed tremendous growth in the past year on both business and employee front. We wanted to take this opportunity to showcase how different we actually are from other companies out there & how we believe in being professional & playful at the same time. That’s what SoCheers’ identity has been over the last couple of years & it’s important to showcase that to attract potential clients and more importantly employees. The TVC showcases that our people are the heart of our business, reflecting a strong people culture which will help attract top talent from across the country.”

     

  • The account was won after a multi-agency pitch recently

    Famous Innovations wins D’Decor’s creative mandate

    By A Correspondent

     

    Famous Innovations has added D’Decor to its roster of clients. A 13-year-old brand, D’Decor is known for its home furnishings. The agency will be handling its creative duties and will soon be releasing a new campaign with Shahrukh Khan and Gauri Khan across TV, Print, digital, etc. The account was won after a multi-agency pitch recently.

     

    Avinash Shenoy, Business Head, Famous Innovations said, “As a brand; D’Decor is an international trendsetter, well-known for excellence and innovation; it will always continue to shape the category through innovations in products and experience thereby offering greater value to consumer. At the same time, we are also looking forward to being their partners in these innovations and taking their brand positioning of ‘Live Beautiful’ to the next level.”

     

    Said Nikita Desai, ‎VP, Strategy and New Business at D’Decor, “We are happy to welcome Famous Innovations on board. We strongly believe in innovation and continuous pursuit of excellence in performance.  We believe with Famous Innovations we will be able to take our philosophy ahead in a stronger way.”

     

  • It is thus an upgrade for a distemper user who wishes to use an emulsion

    Asian Paints unveils new ad campaign ‘Kam Kharcha, Saalo Saal Charcha’

    By A Correspondent

     

    Contract Advertising’s new film for Asian Paints Tractor Emulsions aims at highlighting the value factor of the brand’s emulsions which, according to a communiqué, lasts for many years and hence does not require re-painting every year.

     

    Commenting on the new ad film, Amit Syngle, President – Marketing & Technology, Asian Paints said; “The distemper consumer today has a very strong ‘har saal’ or annual paintings cycle. Through an interesting interplay between an old fashioned father-in-law and a progressive son-in-law, this communications challenges this ‘har saal’ painting cycle where on using Tractor Emulsion, the consumer gets not only a plastic paint finish but also a product that lasts much longer than distemper.”

     

    “Tractor Emulsion had always provided value conscious consumers with awesome looking walls. This had made Tractor the paint brand of choice for the Great Indian Middle Class. This year however, we had an exciting new story to tell. The age old tradition of getting the house painted was getting decimated and replaced with something smarter. This clash of old habits and new ideas was the genesis of the commercial. An authoritarian classical music teacher struggling to keep things stay the way they have always been in the face of a smart young man who knows better. It’s an attempt at showcasing real life humour drawn from the lives of real consumers,” added Ashish Chakravarty, NCD – Contract Advertising

     

    The film opens on a father being received by his son in law on a visit to his daughter’s house and thereafter a debate ensues on the importance of painting one’s house every year. In the course of the film he realises that with Tractor Emulsion there is no need to paint the house every year and thereby reinforcing “Kam Kharcha, Saalo Saal Charcha”.

  • Its unique combination of Mica particles and Marble boosters consistently help deliver superior performance keeping one’s home strong and vibrant all year round

    Kansai Nerolac unveils Excel Mica Marble

    By A Correspondent

     

    Kansai Nerolac Paints has launched a new paint product for exteriors – ‘Excel Mica Marble’ as part of Nerolac Excel brand franchise, a leading range of exterior paint products. The product is a one of its kind offering that is an durable UV-resistant water based exterior emulsion.

     

    To highlight these extreme performance attributes of toughness and shine, a TVC featuring cricketers Suresh Raina, Brendon McCullum, Dwayne Bravo and Ravindra Jadeja from the IPL team Gujarat Lions has been launched.

     

    The ad film opens with the foursome enjoying a game of cricket. An old couple is then seen sipping tea on their balcony when a sudden loud thud of a cricket ball hitting the wall of the house interrupts their reverie. This happens to every house in the neighbourhood and the ball damages the exterior paint of the houses causing the paint to peel off. This sends out a wave of panic as homeowners scurry for cover. The houses then, much to the surprise of the viewer spring wheels and transform into trailers that line up behind one lone house. This house and its owner refuse to panic even as it stands guard against the cricketers.

     

    The cricketers take on this house next, but when the ball hits the wall, no damage occurs to the paint and the occupant is unperturbed enjoying the show of skill and even applauding the players.

     

    Speaking about the product, Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited said, “Nerolac has been pioneering innovative and break through products in India and Excel Mica Marble is one such unique product. A part of Nerolac’s Excel range of exterior products, it provides a unique blend of long lasting toughness and smooth finish for home exteriors, a first in India…. The TVC brief was to create an entertaining commercial that underlines the superior performance of the product. We decided to leverage our association with cricket to highlight the product benefits as nothing there is nothing better than sports to showcase the performance of a tough product. The Mica Marble TVC is different from the typical home exterior ads, much like the product!”

     

    Said Bobby Pawar, Managing Director, Publicis Communications, South Asia:  “The communication challenge before us was very interesting. How could we launch a new innovation in paints while leveraging Nerolac’s sponsorship of the Gujarat Lions?  How could we do justice to both, the benefit of the product (that is, the strength of Mica and the gloss of marble) and the celebrity value of the cricketers?  The answer came in the form of a simple idea. Pit the strength of the cricketers against the strength of the Nerolac Excel Mica Marble in an interesting way.”

     

  • The multimedia campaign includes an array of innovative creative across all mediums of TV, Print, OOH and Digital

    PNB Housing Finance unveils new multimedia campaign

    By A Correspondent

     

    After its first brand campaign launched early this year, PNB Housing Finance is back with its corporate campaign in print, digital, TV and outdoor in multiple cities starting September 2016. The campaign has been designed to apprise customers of the company’s strengths and milestones.

     

    The theme of the campaign has been retained as animals to draw inspiration from their physical traits. For instance, the reason for choosing leopard is its speed which symbolises PNB Housing’s fastest growth among the leading housing finance companies in India as of March 31, 2015, as per IMaCs Report. A large flock of colourful Flamingos signifies the company’s ability to maintain the growth in our loan portfolio without compromising on the credit quality, while the care depicted by the mother deer and her fawn represents the way in which the company handholds its customers. In a way, the company has aligned the manifestations of nature as its own traits.

     

    Said Shaji Varghese, Business Head and GM, PNB Housing Finance Limited: “We understand that buying a home is a very emotional decision and we at PNB Housing do our best to offer exclusive experience & services to our customers. In line with that, our present campaign has been designed to highlight our key corporate messages, talking about the company’s strengths and strategies. The theme revolves around animals who inspire us by their physical traits. The campaign creatively uses them  to turn the manifestations of nature into PNB Housing’s story – fast growth, market strength, customer centricity and reliability. This campaign is our effort to remain connected with the consumers, establishing PNB housing as a new generation housing loan provider.”

     

    Tarun Nigam, Executive VP, DDB MudraMax, the media and outdoor agency for the campaign, added: “We are glad be a part of the execution and implementation of the second phase of the PNB housing finance campaign. The campaign is being implemented on across OOH platforms. A key milestone of this campaign is that across media “impact” is the operating word – all the executions are layered with impactful innovations. We used the visual pneumonic of the “nest” in the first leg of the campaign. And now in this phase “homes” is the key peg. We have created “actual home replicas” in the hoardings, airports and mall environments. We have specifically dominated the Mumbai stock exchange locality as well where we have taken branding across e.g… Umbrellas for all the street vendors and the tropllin of the shops has been converted into brand colors.”

     

  • In line with Karbonn's strong affinity for sports, the TVC went on air on Sep 22 during the India-New Zealand Test series

    Karbonn Mobiles launches new ad campaign for K9 Viraat

    By A Correspondent

     

    Karbonn Mobiles has launched a brand new ad campaign- “Thoda Bada Socho” for its newly launched– Karbonn K9 Viraat Smartphone. The TVC produced by Ronnie Lahiri, urges viewers to think big and not settle for mediocrity in a hilarious four-part commercial series. The TVC features comic actor Manoj Pahwa in various humorous avatars- as a cricketer, a husband, a recently promoted employee and also as a mother-in-law, who is left embarrassed because of his limited ambitions or inability to think Bada or big.

     

    In line with Karbonn’s strong affinity for sports, the TVC went on air on Sep 22 during the India-New Zealand Test series. The campaign, conceptualised and executed by Chapter Five, creates an analogy between thinking big with the Smartphone’s USP of big screen and 3D video viewing features catering to customer’s need for big entertainment. The core idea of the commercial resonates well the lifestyle and aspirations of today’s youth who prefers to live life king size.

     

    Said Shashin Devsare, Executive Director, Karbonn Mobiles: “India is a mobile first-country with over 60% video content been consumed on Smartphones. Karbonn K9 Viraat with 13.97 HD screen and 3D viewing capabilities makes it a perfect device for bringing in an enhanced video experience. We took a humorous approach to communicate this core USP of the device of the device roping in the highly talented ManojPahwa who brilliantly brought to the life all four of his characters who are belittled for their inability to think big. The TVC’s catchphrase- “ThodaBadaSocho” has varied interpretations including miserliness, narrow mindedness or lack of ambition and each of the connotations lend beautifully to the four highly relatable situations evoking a smile from the viewer.”

     

  • Innovatively uses Virtual Reality technology to give consumers an immersive and engaging experience of its academy

    Asian Paints launches ‘Colour Academy 360 degree video’ of its academy

    By A Correspondent

     

    Asian Paints Colour Academy has launched ‘Naam Hoga Toh Kaam Hoga’ initiative with the objective of attracting and training painters and contractors striving to build a name and identity for themselves as a professional. After the success of Saroj, Asian Paints has launched ‘The Colour Academy Visual Tour’ to reach out to more unskilled labour and train them at Colour Academy.

     

    The ‘Saroj’ story showcased how Colour Academy transformed lives of unskilled labour by providing them with skills and support. This video was very well received. Asian Paints Colour Academy received many requests for training; especially from women inspired by Saroj’s journey. In fact a few all women training batches have been initiated at various locations post that. Taking this a step further, Asian Paints Colour Academy has launched ‘The Colour Academy Visual Tour’. This innovative video gives consumers a 360-degree view of Colour Academy.

     

    This is the first time that Asian Paints has used Virtual Reality technology to showcase any of its offerings or services. In fact, this is one of the first times that Virtual Reality technology has been used by a brand to advertise or promote a film. The objective is to create a more immersive and engaging experience with the consumer and leave a deep and long lasting impact on them. The video offers guidance at grassroots level to motivate and inspire people to join Colour Academy. Moreover the video gives one a clear guided tour of the world class training facility and the entire journey of the training course and environment of the academy.

     

    Speaking on ‘360 degree Colour Academy Visual Tour’, Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd said “Our first initiative to promote colour academy was through the digital video, Saroj. Our objective from day one was to reach out to unskilled labour enthusiastic to learn and make a name for themselves but have limitations related society or financial issues. We are here to provide a creative and reputable career opportunity. With 360 degree video format that is available on YouTube and other social media platforms, consumers can now get a deeper insight into Colour Academy. We hope the video will encourage them to enroll for the courses and become a professional in the paint industry.”

  • #AkalmandThing campaign by Liqvd Asia creates huge impact online

    RR Kabel does the #AkalmandThing

    By A Correspondent

     

    RR Kabel, the wires and cables arm of RR Global Group has launched its campaign on the digital platform. Liqvd Asia is the digital agency for RR Kabel.

     

    The campaign started with a burst on YouTube where the masthead was blocked for the day to take the user to microsite. A Twitter handle dedicated to the campaign was created where various ‘Akalmand’ conversations were held with people online encouraging them to take part in the quiz. A Twitter quiz contest is currently running with the hashtag #AkalmandThing – where a winner will be awarded vouchers worth Rs 10,000.

     

    Commenting on the campaign Kirti Kabra, Director, RR Kabel said, “The campaign focused on the conversation around “Doing the AkalmandThing” Taking this thought further, on digital we directed our overall communication to the same theme #AkalmandThing.”

     

    Kirti further added, “You see the video and reach the microsite where you are given multiple options to pick ‘what kind of Akalmand character you are?’ based on a simple questionnaire that had quirky questions and creative answers, you get a score. All leading to you getting a certificate in doing the  #AkalmandThing which people could share on their social handles and challenge their friend’s.”

     

    Conversation around the relatable topic of #AkalmandThing helped the campaign to become viral. In a single day, the #AkalmandThing hashtag with 50M impression and TVC with 100M impression managed to be the most spoken topic. Hashtag Akalmand Thing trended for more than four hours with various brands like Raymond, IIFL etc. taking part in the Akalmand conversation on Twitter.

     

    Speaking on the digital campaign Rashmi Putcha Co-Founder & Director, LIQVD Asia said, “We used a multi-screen approach using digital primarily to extend reach and garner engagement. The idea was to use the digital medium to not only drive interactions but to also capture rich analytical data that would provide actionable insights for further optimisation of the campaign.”

     

    Spearheading the creative at Liqvd Asia, Dharmesh Shah, National Creative Director stated, “Since the TVC was yet to be released; we wanted to create a lot of buzz and excitement around the launch before the actual launch. The campaign had to be interactive and imaginative. Who doesn’t think they are akalmand, and who wouldn’t want to prove it with a certificate that can be shared with the world. The entire communication was designed around this need for us to show off!”

     

     

  • This World Heart Day Saffolalife encourages people to Stay Active, Eat Better and Be Happy for a Healthier Heart

    Saffolalife’s new campaign inspires consumers to take small steps towards a healthier heart

    By A Correspondent

     

    Saffolalife has launched a new World Heart Day campaign coining “Chhote Kadam – dilke bade kaamke” as a creative idea to drive home the point of the need to have a healthier heart.

     

    Various consumer studies have revealed that most people see achieving heart health as a daunting task and find it difficult to make big changes in their current lifestyle. This is the reason that despite being aware, there is inertia towards taking proactive steps regarding heart health. Taking cognisance of this barrier, Saffola realised that it needed to change the language around heart health to showcase how it can be made enjoyable, everyday yet effective.

     

    Saffolalife kickstarted the campaign with a TVC that hums the tune – “Chhote Chhote kadam, ta ra rum pumpum, roz-roz uthaya karo”.  It showcases people in all walks of life taking tiny steps towards a healthier lifestyle – regular walks, playing a sport, indulging in dance or yoga, being happy and having fun, eating mindfully by avoiding junk food or consuming in small portions, etc.

     

    Additionally, Saffolalife has launched the Healthy Lifestyle Index on www.saffolalife.com, which tool that correlates lifestyle score to heart health. The Saffolalife Healthy Lifestyle Index has been developed in conjunction with eminent cardiologists, dieticians and doctors with the mission to educate people on early heart health measures.

     

    Said Anuradha Aggarwal, Chief Marketing Officer, Marico Limited: “Saffolalife has always stayed committed to spreading awareness and making people realise the importance of heart health. This year’s campaign evolves that paradigm and talks about proactive heart health. It is a progression that the consumer is seeking – an evolution from fear of illness to proactive health. The new communication aims to inspire people to take small steps like staying active, eating mindfully and being happy which will go a long way towards leading a healthier life.”

     

    Added Partha Sinha, Vice Chairman & MD, MccannWorldGroup: “The health narrative in this country was getting rather daunting and discouraging. We figured out that if health is not a part of everyday living, it becomes unattainable. At Saffolalife, we want to encourage people to embrace health in everyday life and open their minds to the possibility of benefiting from small, enjoyable steps to health.”

     

  • Campaign seeks to get mothers to be aware of their own needs during pregnancy and after

    Himalaya unveils digital campaign targeting mothers

    By A Correspondent

     

    The Himalaya Drug Company has launched a digital campaign — #BecauseYouNeedTakingCareOfToo, for its personal care product line ‘Himalaya for Moms. The products include Soothing Body Butter (three variants- Rose, Lavender and Jasmine), Toning Massage Oil, Anti-Rash Cream and Nipple Care Butter.

     

    The video captures the emotions of a mother whose daughter is entering motherhood and the tag line #BecauseYouNeedTakingCareOfToo rightly highlights the need and importance of self-care while devoting all her time towards the new born. The video shows a glimpse of the emotional and physical changes that a mother goes through during this phase of her life.

     

    Said Chakravarthi N V, General Manager Marketing, Himalaya BabyCare: “The core idea behind #BecauseYouNeedTakingCareOfToo is the insight that once a baby is born, moms have little time left to look after their personal care needs and self-care is mostly side lined. The video is an attempt to emphasise its importance with the help of safe and herbal product range for mothers.”

     

     

  • The 'made-for-360 experiences' highlights the key offers of Flipkart's annual flagship sale tittled The Big Billion Days

    DentsuWebchutney’s 360 digital campaign for Flipkart sale

    By A Correspondent

     

    Flipkart and its digital partner DentsuWebchutney have come together to create a ‘made-for-360 experiences’ to highlight the key offers of Flipkart’s annual flagship sale tittled The Big Billion Days.
    As the lead character in the film says, it’s a “game disguised as a 360 video”.

     

    Taking from the campaign theme, ‘Ab ITNE mein ITNAAAA milega’ (cueing in value maximisation, courtesy the sale’s offers) – the activity maximised the experience of the user by packing in a treasure hunt within the 360 video. Said Shoumyan Biswas, Vice President – Marketing Flipkart: “For us engaging with our users with a compelling story is as important as sales. We constantly like to push the frontiers – be it with our service, technology or consumer engagements”.

     

    Said PG Aditiya, Creative Director, DentsuWebchutney says, “360 as a technology hasn’t progressed too far yet, and we were experimenting with form which had little precedence- gamification within storytelling using 360. There were tons of roadblocks- but as it’s always the case, the output was worth it. For Indian digital creatives, it’s a pretty big step in the right direction- with the potential of interactive video using tech that social gives you.”

  • Launch of special anthem for Voot Kids "Bachche Hum Goody Goody Banenge, Voot Kids Ke Liye Kuch Bhi Karenge!"

    Voot draws up campaign for kids

    By A Correspondent

     

    Voot, Viacom18’s OTT platform, is set to roll out a high decibel marketing campaign for its Voot Kids service. With 1750 hours of content, 7000+ videos and 100+ characters, Voot Kids has curated a larg digital repository of premium kids content, since the OTT platform’s launch four months ago.

     

    Commenting on the importance of kids content and the need to market specifically to them, Gaurav Gandhi, COO, Viacom18 Digital Ventures, said, “Right at launch, we built the largest repository of premium kids content in the digital space in India.. At 15% share of the overall traffic, Voot Kids is a significant contributor to VOOT’s growth.  We feel that this segment is only set to grow, both in size and influence, and we want to be the default digital platform of choice for kids entertainment. Our endeavour is to build a parent-approved kids-favourite brand, and we will continue to develop exciting campaigns and dial up engagement with this community even further.”

     

    The campaign captures how kids from across India have taken to the new way of life and turned ‘goody goody’ in their ultimate quest to earn Voot time. Today’s kids know what they want and they’re smart enough to get it effortlessly. Parents are aware of this and are willing to reward a good behaviour. The campaign captures this dynamic between parents and kids very effectively, and delivers this insightful message through lucid storytelling and a catchy musical anthem that will really grab the attention of kid and parents alike.