MxMIndia

Category: PRODUCTS

  • Fiama brings to life the importance of looking at the bright side

    Fiama celebrates positivity with its “Dil ko de Lift” campaign

    By A Correspondent

     

    ITC Ltd’s Fiama has unveiled its new campaign that introduces its philosophy of celebrating life with positivity.

     

    Talking about the new proposition of Fiama, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Fiama with its new communication ‘Dil Ko De Lift’ encourages everyone to look at the brighter side of life. The campaign distinctly positions Fiama as a brand that celebrates positivity and is scientifically designed to not just uplift the mood but also give gentle and effective skin care with the innovative skin conditioning gel.”

     

    He added, “The shower gels and gel bars are designed at the Laboratoire Naturel, a pioneering creation that houses state-of-the-art consumer and sensory measurement facilities to understand the Indian skin better.”

     

    The campaign has been conceptualised and realised by Taproot Dentsu. Speaking on the focus of Fiama’s new TVC, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Our daily routines are full of cribs and peeves. But no one can deny that the few minutes we spend in the shower serve as that much-needed oasis in the midst of life’s woes. In those minutes we feel good about ourselves, we revel in the moment, and we believe that everything’s going to be fine after all. It’s also when we’re at our uninhibited best, doing and saying things that we’d never do in public. The new campaign couples this feeling of optimism and upliftment that is integral to bath-time with the sensorial joy of showering with Fiama – the fragrance and the lather.”

     

  • This brand campaign covers 40 Durga Puja pandals in North and South Kolkata

    Gionee paints Kolkata orange this Durga Puja

    By A Correspondent

     

    Smartphone brand Gionee has unveiled an outdoor campaign in Kolkata, making it one of the biggest single-city OOH campaigns in India. Ideated by Rapport, the outdoor unit of IPG Mediabrands, this campaign has helped Gionee achieve 80-85 per cent dominance in the market over other advertisers.

     

    “It is vital for us to be a part of the local celebrations as Gionee stands for spreading smiles and we are committed to it,” said Nomit Joshi, AGM, Gionee.

     

    This brand campaign covers 40 Durga Puja pandals in North and South Kolkata which includes media formats like banners, drop downs, arc gates, rotators, bridge branding, tower branding, island branding and so on. The idea is to create purchase intent and therefore the entire city has been wrapped in the hues of orange, which is the colour of the Gionee Logo.

     

    Rapport won Gionee’s OOH account earlier this year and launched a campaign for Gionee’s Marathon M5Plus smartphone across 40 towns in India that spanned over 15-30 days. Later, Gionee kicked off the festive season with a 52-city campaign for Gionee S6 with Bollywood actor Alia Bhatt that will run for nearly two months. This campaign also covered airports and metros trains in Delhi.

     

  • The film brings to life the joy of Diwali when people go all out to express their love to their family and friends

    Tanishq’s latest film reignites the love for festive traditions

    By A Correspondent

     

    In its inimitable style, Tanishq has launched its latest film in time for the festive season. The campaign captures the celebratory spirit surrounding one of the most anticipated festivals in India. The film brings to life the joy of Diwali when people go all out to express their love to their family and friends.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “Diwali is that time of year that everyone looks forward to. This festival is marked by beautiful traditions and the purchase of gold jewellery is an integral part of those traditions. Families and friends come together to partake in the festivities, and special celebratory moments are innumerable. In our latest film, we have captured these moments and the joy of going all out to celebrate. Aap kya phenoge is Diwali? Aao maniye Tanishq Wali Diwali. We are extremely excited towards this festive season and are looking forward to a prosperous Diwali.”

     

    Adding his thoughts on the film, Hari Krishnan – President-Lowe Lintas, says, “Everything under the sun is bought during Diwali and there’s a huge fight for the share of wallet, by products across different categories. We wanted to bring back the relevance of gold over everything else in a Diwali celebration and highlight the sheer joy and emotions of gifting.”

     

  • The TVC has been created by Paperboat Design Studios

    You can save her, urges Magic Bus in inaugural brand campaign

    By A Correspondent

     

    Magic Bus has launched its first-ever public appeal TVC ‘You can save her’. The video, featuring Abhishek Bachchan, is aimed to the general public and attempts to spur involvement in ending poverty.

     

    The storyboard follows a well-to-do family’s chance encounter with a girl child caught in an exploitative web of child labour, and a life without education. It goes on to show how individuals can take a step to save her from losing her childhood to marriage or exploitative labour.  The TVC has been created by Paperboat Design Studios.

     

    Speaking about the ad film, Matthew Spacie, Founder, Magic Bus India Foundation, said: “Every time we read the newspaper or step out of our homes, we witness children living in worst possible circumstances. This video appeal is our attempt to provide urban, educated people to be directly part of a solution. When you support a child on the Magic Bus programme, you ensure she goes to school, escapes child marriage and has a salaried job when he or she grows up.”

     

     

  • Starting in October, 'Powering Your World' explores innovations that are transforming the way we create and use energy

    Mitsubishi extends commercial partnership with CNN International Commercial

    By A Correspondent

     

    Mitsubishi Heavy Industries is extending its commercial partnership with CNN International Commercial (CNNIC) by sponsoring a 12-week global campaign of ‘Powering Your World’, a dedicated digital series on CNNMoney. This campaign builds on the successful relationship between CNN and Mitsubishi Heavy Industries and is tailored to reach CNN’s upscale and sought-after international audiences.

     

    Starting in October, ‘Powering Your World’ explores innovations that are transforming the way we create and use energy – everything from solar roadways in northern Idaho, to wind power in Scotland, to breweries powered by wastewater. The green pioneers and their projects featured in this series are creative, eco-friendly solutions that might help to save our planet.

     

    The advertising solution includes extensive Mitsubishi Heavy Industries branding on the microsite with commercial content produced by Create, CNNIC’s award-winning, in-house branded content studio. The campaign also uses CNN Audience Insight Measurement (CNN AIM) to specifically reach Mitsubishi Heavy Industries’ key audience of C-suites, business decision makers, opinion leaders and affluent users.

     

    Said Sunita Rajan, Senior Vice President, CNN International Advertising Sales Asia Pacific: “I am proud that CNN and Mitsubishi Heavy Industries have a fruitful relationship of online, on-air and truly integrated campaigns. We are happy to build on that collaboration and to continue the digital series that shows bold green projects which can make the world more energy efficient. This campaign is a prime example of great content combined with smart use of data to deliver an innovative brand solution.”

     

    Keisuke Saito, Senior General Manager, Mitsubishi Heavy Industries, LTD. Corporate Communication Department and Business Strategy Office added: “We always appreciate CNN’s creative options to tell our story. ‘Powering Your World’ on CNN Money is an ideal property to align with Mitsubishi Heavy Industries’ new group statement “Move the world forward” that captures the unique value and vision the company brings to the world today and which can also be seen on our media offer Spectra. With the renewal of the sponsorship on CNN Money, we remain committed to further growing Mitsubishi Heavy Industries’ exposure to our global target audience of decision makers and governmental authorities.”

     

  • Targeted at consumers with a global outlook towards life, the Baleno's persona reflects their gritty and strong willed traits

    Baleno extends brand proposition in latest campaign

    By A Correspondent

     

    Maruti Suzuki’s hatchback Baleno is now making a new statement that’s bolder and in-your-face with its new campaign that has been conceptualised by Hakuhodo Percept.

     

    Captured in a series of three TVCs, the Baleno is portrayed in a very edgy manner and the common thread that runs through them is an underlying tone that’s unmistakably daring.

     

    Commenting on the campaign, Vinay Pant, AVP Marketing, Maruti Suzuki, said, “In less than a year of its launch, the Baleno has sold over one lakh cars, thereby making a strong statement. The premium hatchback was launched as a car that’s Made of Mettle, which was attributed to its powerful and aggressive appearance. Its bold and defiant persona found instant appeal amongst individuals with a similar outlook. The latest campaign’s objective is to reinforce the Baleno’s image, and this has been achieved by revealing different facets of the car’s attitude.”

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept, “Having already established the Baleno’s Made of Mettle image, the next step was to define what its attitude is all about, and therefore the new campaign. The edgy tonality associated with the Baleno has been maintained, but this time we’ve upped the bold quotient of the car by several notches. Ensuring the car’s persona comes out loud and clear”

     

    The television campaign went on air on October 5 and is also supported through the digital platform, as well as outdoor media at prominent locations

     

  • The campaign talks about importance of ‘jaanchna-parakhna’ for the prudent Indian middle class who is always looking for additional value in every purchase

    TVS unveils new ad campaign for Jupiter

    By A Correspondent

     

    TVS Motor Company has launched a new campaign for its scooter brand, TVS Jupiter. In the TVC, brand ambassador Amitabh Bachchan tell consumers “Jaanchiye Parakhiye aur pai yezyadaka fayda”. This campaign is based on an insight – that even as kids we are aware of the need to evaluate in order to make the best choice which will translate into extra benefit – zyadaka fayda. The learning is universally applicable whether it is the selection of goodies by the kid or the right vehicle by the parents. The core of this campaign confidently calls for consumers to come and evaluate for themselves how TVS Jupiter truly gives zyadaka fayda.

     

    Commenting on the campaign, Aniruddha Haldar, Vice President Marketing(Scooters), said “The power of this campaign resides in the simplicity of its premise and confidence in the product, TVS Jupiter. The premise being that as consumers we often do not fully evaluate the options available, though we know that it is the only way to make the wise decision. Mr. Amitabh Bachchan is sharing this insight and advising our esteemed consumers to carefully evaluate what is best for them. We are confident that post every evaluation, TVS Jupiter will emerge as the best option because it has always delivered on its promise of zyadaka fayda.”

     

  • Pepperfry furniture plays the role of a powerful catalyst in this interesting narrative

    Pepperfry seeks to influence viewers in latest campaign

    By A Correspondent

     

    Pepperfry.com has taken up the role of a change-agent by encouraging Indians to do-good this Diwali. Through a clutter breaking campaign with a strong festive connect-and a message of “Iss Diwali Kuch Badal Ke Dekhiye” Pepperfryseeks to influence viewers to reach-out to people around them and to take positive actions.

     

    The campaign has been built on two pillars – Diwali as a festival in India has a strong social context, people reach out to their families, friends and neighbours and celebrate together. The second, all of us have inherent goodness in us, a willingness to help, that gets suppressed under the pressures of a busy modern life. Via the current creative Pepperfry brings together these thoughts and gives out a message exhorting the viewers to bridge the social chasms and overcome limiting stereotypes to establish new interpersonal relationships.

     

    The message “Iss Diwali Kuch Badal Ke Dekhiye” calls for renewal from the viewer, without being preachy or direct.

     

    Pepperfry’s total outlay for the campaign is Rs 15 crore. Talking about the TV Commercial, Rahul Nangia, Joint NCD Law & Kenneth Satchi&Satchi said, “We have continued the theme of “KuchBadalKeDekho” this year as well. It’s a message that Pepperfry wants to own. We have tried to find newer characters, outside the home setting, where fresher dynamics between people can exist.”

     

    Commenting on the new campaign Kashyap Vadapalli, CMO – Pepperfry, said, “At Pepperfry we have focussed on expanding the online furniture category via building our capabilities to serve our consumers better, and that has been at the centre of our communication efforts. In this campaign we are able to connect with the consumer at an emotional level and build a bond on the shared value of becoming better and doing good, which is the longer term platform that we wish to stand for, in line with our mission and dna.”

     

  • Developed and executed by Happy mcgarrybowen, the story of the commercial is built around the concept of celebrating the festival that is you

    ‘You are the festival’, says Jabong in its festival campaign

    By A Correspondent

     

    Leading online fashion retailer Jabong launched its nationwide festive brand campaign – “You Are The Festival”. Extending Jabong’s brand philosophy of ‘Be You’ to the festive season, this will be a part of a 360-degree marketing campaign across media.

     

    Developed and executed by Happy mcgarrybowen, the story of the commercial is built around the concept of celebrating the festival that is you. The campaign combines the themes of festivity, colour, togetherness and homecoming with Jabong’s wide range of fusion wear to colourful and stylish effect.

     

    Says Rahul Taneja, Chief Business Officer, Jabong, “This festive season we connect with our customers by evoking the essence of festivities by celebrating who we are – to proudly BE YOU! And no matter what your sense of style, Jabong is your go-to fashion destination. We are delighted to be able to be a part of this festival season with this vibrant presentation of Jabong and look forward to our customers connecting with the brand through this campaign.”

     

    Talking about the creative process involved in the TVC, Kartik Iyer, CEO, Happy mcgarrybowen said, “We’re really excited about working with Jabong on this campaign. As an agency we have always had a keen interest in fashion. It was also a challenge of sorts, because we wanted to bring something new to the campaign without losing the essence the brand already enjoys in the minds of followers. It was an absolute blast creating this campaign from the word go. It has all come together pretty well. I’m sure the uniqueness of it all will resonate well with everyone.”

     

     

  • The campaign strengthens the promise to brighten consumers’ daily lives through design-led bespoke and innovative furniture

    Godrej Interio’s launches a new TV campaign ‘Everyday Made Beautiful’

    By A Correspondent

     

    Godrej Interio launched its latest TV campaign ‘Everyday Made Beautiful’. The commercials reinforce the core brand strength of innovative design and seek to give it a meaningful role.

     

    The film conceptualised by Law & Kenneth Saatchi & Saatchi showcases Godrej Interio’s commitment to innovation that transforms our lives. Shot with couples playing protagonists of the film, the concept brings out an intimate connection that we have with our home furniture and its importance in carrying out day-to-day activities.

     

    Commenting on the occasion, Bedraj Tripathy, Head, Integrated Marketing Godrej Interio, said, “Everyday Made Beautiful’ is a campaign that strengthens our promised to brighten our consumers daily lives through design led innovative furniture. The two commercials are based on core values, one from a societal perspective; showcasing the changing role of women and second the innovations from Godrej Interio that transforms and helps users in their daily living”.

  • The campaign 'A Cut Above' tries to bring forth the glory and bravado associated in the life of the Indian Air Force

    GREY shows why the Indian Air Force is ‘A Cut Above’ the rest

    By A Correspondent

     

    On the occasion of the Indian Air Force’s 84th anniversary, GREY group India has conceptualized and executed a new campaign for the Indian Air Force. The campaign ‘A Cut Above’ tries to bring forth the glory and bravado associated in the life of the Indian Air Force.

     

    The Indian Air Force is not an average 9 to 5 desk job. It exceeds the realms of a job and offers a distinct lifestyle. The idea of the campaign is based on a simple human insight. There is an innate wanderlust in every one of doing new things, a quest for knowledge, exploring new places or meeting new people and a need to get more out of different aspects of life. The campaign aims to motivate the youth to join the Indian Air Force family and be ‘A Cut Above’ from the potential derived from the regular job.

     

    “Shot across the country, over a gruelling two month schedule, the campaign shows how a position in the Indian Air Force is a cut above the same experience in a regular day job. Here, ambition goes beyond a corner office on the top floor. colleagues don’t just share food, they share fate. A job in the Indian Air Force is an opportunity to do everything, except, only better,” said Varun Goswami, Executive Creative Director GREY group India.

     

    The mammoth communication exercise that kicked off with television commercials, also comprises of 10 radio spots, over 20 press ads and 40 hoardings that will be spread across different media.

     

     

  • PUMA aims to enter the Guinness Book of World Records by inviting the largest number of women to hold the longest plank and create a new world record

    PUMA ready for the Indian market with #DoYou movement

    By A Correspondent

     

    On the occasion of International Girl Child Day, PUMA has launched ‘Do You’ – a movement with women at the core of it. Launched internationally last month, the campaign aims to inspire confidence in women across the globe to do what they want to do. “#DOYOU” is all about expressing your core strength that stems from your inherent beliefs and individuality. Through this campaign PUMA encourages women to follow their instincts and find their best self.

     

    While model and actress Cara Delevingne is helming the movement globally; PUMA India has fitness addict Jacqueline Fernandez, avid marathoner Lisa Haydon, Olympic wrestler Sakshi Malik, and a host of other women achievers lending their voices and their stories for the Indian leg of the campaign. Some of the other incredible women involved are, the Everest sisters Tashi and Nungshi Malik, musician Anushka Manchanda, international Zumba education specialist Sucheta Pal, supermodel Ujwalla Raut, actress Kalki Koechlin, fitness and nutrition specialist Nidhi Kamal Mohan, and professional golfer Sharmila Nicollet

     

    In order to train women and to help them build their core strength, PUMA will be organizing a series of regular planking events in Mumbai. From 15th October ’16 to 23rd October ’16, these events will be taking place at various malls which witness high footfalls from customers especially women, like High Street Phoenix (Lower Parel), R City (Ghatkopar), Phoenix Market City (Kurla), Viviana Mall (Thane) and Infiniti II (Malad).

     

    Following the mall activations, from 17th October ’16 to 28th October ’16, these planking events will also be held at popular corporate parks to target the growing female workforce of Mumbai like India Bulls (Lower Parel), Westin Woods (Goregaon), Equinox (Kurla) Capital (BKC), Trade Centre (BKC), Platina (BKC) and Ashar IT park (Thane).

     

    The movement will culminate on the 6th of November, 2016, at Reliance Jio Park, BKC, where the largest number of women will hold the longest plank and create a new world record. By doing this, PUMA aims at providing an opportunity for all the fearless women to break a record and be a part of the Guinness Book of World Records.

     

    Talking about the campaign, Debosmita Majumder, Senior Marketing Manager, PUMA says, “We are thrilled to introduce the unique, women centric campaign – DO YOU. The campaign is bold and allows us to strongly engage with the women consumers in a very unique manner. Through this movement, PUMA is encouraging the women in India to begin their journey of self-discovery and DO YOU.”