MxMIndia

Category: PRODUCTS

  • As opposed to The Big Billion Days 2015, which was an 'App only' sale, this year the sale is being extended across all platforms – App, website and m-site

    Flipkart announces its biggest integrated brand communication campaign

    By A Correspondent

     

    There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was launched in 2014 as a one-day sale initiative across categories. But over time, it has moved to a five-day full-fledged sale event with different categories opening on different days.

     

    As opposed to The Big Billion Days 2015, which was an ‘App only’ sale, this year the sale is being extended across all platforms – App, website and m-site. To re-establish its connect this year with the users, Flipkart has announced the rollout of a full-blown integrated campaign that is one of the largest marketing initiatives being undertaken by the company this year.

     

    “We aim to get 30% more reach this year with our campaign for Big Billion Days and will spend more than 20% of our budgets on digital channels to do this,” said Samardeep Subandh, Chief Marketing Officer at Flipkart. As part of the marketing exercise, Flipkart has rolled out a series of videos that will attempt to inform the consumers that it is not just another sale event but the ‘Sale Event’ of the year. The key message that is derived from the campaign sums up the entire event – “ITNE mein ITNAAAA milega”. It communicates that no matter what one’s budget is, BBD increases its value with the unbeatable offers it has across categories. So staying within budget, one can upgrade or buy more and not let the budget dictate one’s shopping aspirations.

     

    Conceptualised and executed by Lowe Lintas Bangalore, the brief shared to the agency was to land the fact that BBD is not just another sale event but rather it is the ‘Sale Event’ in India. To cut across the clutter and differentiate itself, Flipkart opted to use kids and show them in witty yet real situations.

     

    Highlighting the creative thought-process behind the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “Like most important events, The Big Billion Days have come to be an important event in the Indian context. These are the days when consumers unleash their inhibitions and go on a shopping spree with much gusto. The campaign thought ‘ITNE mein ITNAAAA milega’ is a colloquial expression that captures how Indians like it when they receive something extra by paying a small sum. This thought has been captured well by the kids that act as orchestrators of the message. It was an exciting campaign to work on, and we hope consumers like it as much.”

     

  • Morisons Baby Dreams salutes such mothers, by giving them high quality infant care products, that helps them take care of their child

    IBD unveils brand campaign for Morisons Baby Dreams

    By A Correspondent

     

    As a brand, Morisons Baby Dreams salutes mothers, by offering high quality infant care products, that helps them take care of their child.

     

    The TVC by IBD, effectively captures the emotions of a smart mom, who is catering to all life needs efficiently. Managing both her child and helping the colleagues with an important presentation, aptly portraying that she manages every part of life smartly.

     

    As opposed to the earlier beliefs, when a mother solely is a nurturer and a care taker, the brand caters to the needs of young mothers with aspirations and dreams. A mother today addresses the needs of her young ones by actively searching, surfing, reviewing various commodities online as opposed to earlier trends. She is alert and relies only on the best for her family needs.

     

     

  • JWT won this account on the back of high quality strategic and creative presentation

    JWT wins mandate for Gowardhan Ghee & Go Cheese

    By A Correspondent

     

    Parag Milk Foods Ltd has awarded its creative mandate for Gowardhan Ghee and Go Cheese to J Walter Thompson India following a multi-agency pitch. The account will be handled by the Mumbai office. JWT won this account purely on the back of high quality strategic and creative presentation and due to the strength demonstrated in expanding the ideation to a 360 degree horizon.

     

    Mahesh Israni, Chief Marketing Officer, Parag Milk Foods Ltd asserted, “JWT works with a Think Global, Act Local, mindset with deep rooted understanding of the Indian market. The agency has in depth knowledge and understanding of consumer behaviour that will help as a catalyst not only in creating effective advertising but the entire holistic communication campaign around both the brands. The categories will get the desired impetus with a fresh perspective and new thinking.”

     

    Adding on the new partnership, Akshali Shah, VP- Strategy-Sales & Marketing said, “With the kind of pitch that JWT made and strategic roadmap they presented, I am confident this partnership will help create path breaking impactful communication and help us expand to next horizon categories in the consumer space of dairy business. Product innovation is our foundation and we thrive on the same, similarly out of box thinking is JWT’s uniqueness.”

     

    The mandate is to provide strategic and creative for their two flagship brands – Gowardhan Ghee & Go Cheese.  The agency will handle all mainline advertising and services for the brands. In addition to this, JWT Design also bagged the packaging design duties for Gowardhan Ghee and Go Cheese.

     

    Speaking on the wins, Samarth Shrivastava, Vice-President and Executive Business Director, J. Walter Thompson, Mumbai, said, “Gowardhan and Go are well established brands with a rich heritage in the Indian market. Our ambition will be to ensure that both brands become market leaders in their respective categories and continue to leverage the strong values of trust and purity that come with Parag. We look forward to partner them and create unique ideas and communication that is relevant to the category and thus more impactful.”

     

  • The MicroWow casserole enables women to directly microwave food in the casserole

    Ogilvy executes campaign for Milton’s latest offering

    By A Correspondent

     

    Milton is back with its ‘Kuch Naya Sochte Hain’ campaign, showcasing a first of its kind casserole called the MicroWow casserole. With MicroWow, a microwave-safe insulated steel casserole, Milton ups the standard of innovation in the daily household category.

     

    Ajay Vaghani – Managing Director, Hamilton Housewares Pvt. Ltd. said: “At Milton, keeping our consumers’ needs at the forefront, we are always looking at improving our products to ease their lives. The problem we identified was that the containers used for reheating food in a microwave and then serving are different. Through extensive R&D we have developed this revolutionary product which allows food to be heated and served piping hot in the same container.”

     

    Said Kunal Jeswani – CEO, Ogilvy India: “This time we have captured a delightful moment in a mother-daughter relationship, where a tech savvy teenage daughter looks at her mum in awe. This is a pathbreaking product and the daughter feels the same sense of wonder as we did when we first heard about it.”

     

    Added Anurag Agnihotri – Executive Creative Director, Ogilvy Advertising, Mumbai: “With the MicroWow casserole the intuitive Indian homemaker has yet another fantastic innovation to help her stay a step ahead of her family’s needs. The story here brings this out in a sweet and endearing manner while keeping the ‘wow-ness’ of the product in the focus.”

     

    The campaign was released on October 1, 2016 across all channels.

     

  • TVC features hi-tech range of Panasonic LED lights to give you just the right light without the blinding glare

    Panasonic leans on ‘Perfectly Brilliant’ proposition for LED campaign

    By A Correspondent

     

    Panasonic India announced the launch of its latest TVC for LED lights as a part of its ‘Perfectly Brilliant’ advertising campaign. The TVC is in sync with Panasonic’s model as the solutions provider and features the hi-tech range of Panasonic LED lights that ensure uniform arrangement of LEDs and its UV stabilised polycarbonate diffuser that ensures optimum lighting without the blinding glare.

     

    The campaign aims at changing the consumer’s mindset by giving them a hard-hitting reason as to why they should change their lighting base from that of a traditional LED to the all-new Panasonic LED.

     

    “The LED market in India is on a rise and will grow by 30 per cent until 2021.With the evolving lighting needs of customers we are focusing on user-friendly products. We at Panasonic have been robustly working on efficient lighting products that easily merge with the surrounding conditions and in turn produce dynamic lighting characteristics. The new range of Panasonic LED’s have been cohesively designed and engineered on those lines that lasts from 30,000 – 50,000 hours and helps save more than 70% energy. They follow IEC norms and offer lighting that’s reliable and perfectly brilliant.” said Ashok Gangar- Director Sales and Marketing -Anchor by Panasonic

     

    “The TVC was aimed tounderline the latent challenges that consumers face because of the regular LED lights. Our aim was to create a narrative that would not only bring out the fallacious side of regular LEDs but would also communicate the point of difference that makes Panasonic LED lights superior,” stated Lalit Malhotra DGM Advertising- Anchor by Panasonic.

     

    The TVC will be aired across all major news and entertainment channels Pan India for a month.

     

  • Also introduces the 'AAA' Festive Campaign with exciting offers and schemes for consumers across categories

    Haier unveils campaign celebrating festive season

    By A Correspondent

     

    Haier is kickstarting the festive celebrations with the launch of its new TV campaign for its Bottom Mounted Refrigerators (BMR) range. The new TVC focuses on the user benefits of having a BMR in the in the household to make the house maker’s life easy and convenient. Along with the new TVC, Haier India is also introducing its ‘AAA’ festive campaign with a slew of attractive consumer offers to multiply celebrations. Haier partnered with Famous Innovations as the creative agency for the making of this new TVC.

     

    The commercial is based on the narrative “Ulteko Seedha” which means making the small inconvenient things in life convenient. With Bottom Mounted Refrigerator, consumers get the benefit of having the refrigerator part on top and the freezer placed at the bottom, to reduce the need for users to repeatedly bend while accessing commonly used items from the refrigerator.

     

    Further, with the onset of the festive season and the spurt of excitement amongst the consumers Haier has also announced its festive season offers and strategy. Haier’s festive season strategy for this year revolves around the AAA concept, where the 3 As stand for Assurance, Assistance, Attractive. Assurance denotes a comprehensive warranty for all Haier products, Assistance means offering lucrative consumer finance schemes and Attractive stands for providing luring offers along with the purchase of all Haier products in the form of assured prices and gifts.

     

    Commenting on the same. Eric Braganza, President, Haier India said, “Since 2006, the brand has constantly innovated to pioneer the concept of Bottom Mounted Refrigerators in India to provide an increased convenience to our users. As we enter the most exciting time of the year amidst festivities and happiness, we want to generate top of mind recall with our consumers who are considering to upgrade/purchase a new home appliance that is high on utility. Building a stronger connection with our consumers is essential to Haier’s brand strategy. With our new TVC “Ulteko Seedha”, we aim to re-iterate the benefits of using a Bottom Mounted Refrigerator and be a part of their celebrations.”

     

    Said Shahnawaz Qadeer, Creative Director, Famous Innovations: “Our brief was to highlight the convenience of the new Haier Bottom Mounted Refrigerator. The film revolves around a common everyday struggle between a husband and wife. We have used a slice of life parallel to demonstrate that refrigerators have now got their priorities right, while husbands continue to stay the same.”

     

  • DDB MudraMax will be partnering with Bausch & Lomb for its ATL media planning and strategy requirements

    DDB MudraMax bags media duties of Bausch and Lomb India

    By A Correspondent

     

    Following a multi-agency pitch, DDB MudraMax has bagged the media duties of the US eye health product giant – Bausch and Lomb. This is specifically towards for its ATL media planning and strategy requirements. The agency will also utilise its expert approach, analysis, understanding of consumer and value proposition to further strengthen the position of the brand in the Indian market.

     

    Said Indranil Chakravarty, Commercial Director, Business Unit Head, Vision Care at Bausch & Lomb:  “Bausch and Lomb is the category leader in India and through mass communication we are trying to expand the category and create awareness. We are happy to partner with DDB MudraMax and are banking heavily on their expertise to spread our communication far and deep amongst our target segments and geographies.”

     

    Commenting on the new win, Tarun Nigam, EVP, DDB MudraMax-Media: said “Bausch & Lomb was looking at a very specific set of interventions for their brand.  This assumed greater importance as the brand has been absent from mass media for the last few years. The win is a result of an amalgam between strategy and creative media application, to ensure best possible message targeting.”

  • The campaign focuses on showcasing hallmarks of the brand and brings to life how the brand delivers all the basics done brilliantly

    Holiday Inn Express reaches out to smart travellers in latest campaign

    By A Correspondent

     

    Holiday Inn Express has launched a new print and digital-focused campaign, driving awareness of the brand amongst target audience. The campaign focuses on showcasing hallmarks of the brand and brings to life how the brand delivers all the basics done brilliantly well so that travellers can enjoy more of what matters to them.

     

    Holiday Inn Express hotels are located in Ahmedabad at Ashram Road, in Chennai at Old Mahabalipuram Road and at Mahindra World City, in Delhi at New Delhi International Airport T3, in Hyderabad at Gachibowli. Seventeen and 17 Holiday Inn Express hotels are set to open in the coming years.

  • Raghavan will be responsible for driving overall marketing capability and strengthening digital initiatives

    L’Oreal India appoints Shalini Raghavan as CMO, Consumer Products Division

    By A Correspondent

     

    L’Oréal India has announced the appointment of ShaliniRaghavan as Chief Marketing Officer for its Consumer Products Division (CPD). Raghavan will be responsible for driving overall marketing capability and strengthening digital initiatives to build a strong strategy for L’Oréal’s CPD brands – L’Oréal Paris, Garnier, Maybelline New York and NYX Professional Make up.

     

    In her new role, Raghavan will report into Jean-Christophe Letellier, MD – L’Oréal India and will oversee marketing, media, public relations and digital functions. “L’Oréal is the world leader in beauty for over a century and has grown this category in India with a blend of enterprise, insights and first to market innovations. I am deeply passionate about the beauty business and the opportunity to build on L’Oréal India’s leadership position is an exciting journey that I look forward to,” said Raghavan on her appointment.

     

    With over 15 years of experience in the beauty industry, Shalini joins L’Oréal from Hindustan Unilever Limited (HUL). She has worked in leadership roles in marketing and business development of brands such as Lux and Lakmé, and was recently the Global Brand Director (Asian and African) of Dove Masterbrand.

     

    Commenting on the new appointment, Jean-Christophe Letellier, Managing Director, L’Oréal India said, “Shalini is an experienced marketing professional with a deep insight into the beauty business. Her international experience and knowledge of building organisational capacity in strategy, innovation and marketing will be prized as we look to grow our presence across the country.”

     

  • Alongside, there will be similar transition across the entire range of publicity materials and other stationeries

    British Paints seeks to make inroads with new signage

    By A Correspondent

     

    British Paints has unveiled a new signage this month. This changeover aims to give a fresh look and feel to the corporate identity and also bring about top of mind recall amongst the target audience, notes a communiqué.  The new British Paints signage has a vibrant red as its background colour, and this shade will now extend across all company communications and digital space.

     

    Said Ranjit Singh, President, British Paints: “We are very positive regarding this new identity, which reflects the energy, passion and commitment that we share within the organisation and with all stakeholders.  We will roll-out the new signage this month onwards, and expect to complete across India by end December.  We also believe that this signage will have a universal appeal, and will significantly enhance our visibility wherever displayed.

     

    Alongside, there will be similar transition across the entire range of publicity materials and other stationeries. Hence the entire ‘communication’ with the audience will be in unison, and easy to connect with the company.

  • In the process, the father brings back smile and joy to her daughter and delivers an important life lesson

    TVS Victor spreads smiles in McCann campaign

    By A Correspondent

     

    TVS Motor Company has launched a new ad campaign for its motorcycle brand TVS Victor. Conceptualised by McCann Worldgroup, the creative theme is centered on the promise of ensuring smiles. The ad captures a family man who is always making efforts to create joyous moments for his loved ones. In the process, he is aided by TVS Victor which emerges as his true partner offering a powerful and comfortable ride.

     

    Speaking about the campaign, Arun Siddharth, Vice President – Marketing – Motorcycles, TVS Motor Company said: “The brief given to the agency was to showcase TVS Victor as ‘Guarantor of smiles’ and we think that this beautiful story of a father’s conviction to bring smile back on his daughter’s face has attached the emotion. Victor is designed for the family man. Hence has a great combination of pick up, mileage and comfort. The ad is about how Victor helps a father put a smile on his daughters face.”

     

    Added Prasoon Joshi, Chairman, McCann Worldgroup Asia-Pacific, and CEO and CCO McCann Worldgroup, India: “The idea is hinged on the power of a smile that can change situations and create memorable experiences. A father-daughter relationship appropriately depicted this beautifully in the new TVS Victor campaign.”

     

  • India enjoys a fairly busy festival calendar and we Indians keep track of these festivals with the same amount of zeal

    Dhara celebrates India with latest campaign by DDB Mudra

    By A Correspondent

     

    Festivals are a time when Indians consume a variety of food items.  This is the essence that ‘Tyohaaron ki Dhara’ DVC aims at capturing. The digital video campaign (DVC) opens with a doodle of Dhara that then transforms into a lady blowing a conch. The DVC then frame after frame captures the diversity of India and the celebration each festivity brings along and the love for food.

     

    Speaking about the new initiative, Sanjeev Giri, Business Head – Dhara, Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “Festivals and food bring not just families but the extended household and the entire mohalla together. All of us forget courtesies just to get our share of modak, gujjia, saviya or cakes. And that’s what we at Dhara believe is our nation all about. With this new initiative, we aim to reach out to masses and celebrate with them the festivities of India where our love for food has always been a binding thread.”

     

    To elaborate the campaign idea, Shivil Gupta, Executive Creative Director, DDB Mudra North explains, “Dhara is one of those brands that give a lot of opportunities for creativity to come out at its best. With this campaign, we tried to capture the true spirit of Indian festivals and how the signature delicacies of these festivals bring people together. To build on this insight, we took a simple yet effective route through an animation film. We’re pretty sure that this film will make this festive season even more special.”