MxMIndia

Category: PRODUCTS

  • Each KFC bucket to carry a story of hope – point, click and watch the story unfold!

    Ogilvy’s digital campaign seeks to spread awareness on KFC’s Bucket of Hope

    By A Correspondent

     

    Ogilvy Delhi has created a digital campaign “You eat, they eat” for KFC’s add HOPE™ initiative, where KFC will contribute upto ₹5*/- from the sale of every bucket. The agency saw an opportunity to use the KFC bucket to raise awareness for the plight of millions of children, suffering from hunger.

     

    The short, animated films provide a glimpse into the lives of the less fortunate kids, Pinky, Raju and Gopal, who spend hours searching for food, every day. The same idea has been extended to various social media platforms. Ogilvy Delhi integrated with Neo@Ogilvy for the packaging innovation, where image recognition technology was used to deliver content directly to smartphones users who bought the bucket.

     

    Ajay Gahlaut

    Ajay Gahlaut, Executive Creative Director, Ogilvy Delhi said: “KFC’s anti-hunger initiative, add HOPE, was an opportunity for us to do something different. So instead of following the traditional ways of advertising, we decided to use the KFC bucket as our messenger. We created animated films about underprivileged kids that play only when you order and scan a bucket. This technology-led approach made our films more interactive and inclusive, while pursuing the consumer to contribute for the cause.”

     

    Rahul Shinde, Managing Director, KFC India added: “Hunger is a very real and big challenge – at least 3,000 children die every day from poor diet related illness. The fact that millions of children go to bed hungry every night means that they are unable to grow, learn and thrive. It is a critical cause to unite behind. We couldn’t be happier to announce that through the month of October, we will contribute towards fighting hunger from the sale of KFC buckets across 300+ stores and online.  By making all our buckets add HOPEâ„¢ buckets and carrying audio visual stories of hope on them, we want to call on more people to support the cause. The more they do, the more hungry children we can help feed.”

     

    Biraja Swain, Chief Growth & Innovation Officer, Head of COE, Neo@Ogilvy, India: We at Ogilvy always believe in innovation at scale. The add HOPE™  campaign demonstrates it to the fullest extent. We have used image recognition technology to directly deliver content to smartphones enabling better discovery user participation for this CSR campaign.”

     

  • The campaign will be live on 15th October 2016, on UFO network screens

    UFO Framez showcases power of in-cinema advertising in latest campaign

    By A Correspondent

     

    UFO Framez, the cloud based in-cinema retail advertising platform from UFO Moviez has announced the launch of their new advertising campaign with the theme ‘Bade Parde Pe Aao, Dhandha Badhao’. The campaign will be live on 15th October 2016, on UFO network screens.

     

    UFO Moviez is a leader in-cinema advertising space, it has long-term exclusive advertising rights with over 3,670 screens. The aim of the ad campaign is to raise the brand perception and to communicate the prowess of the in-cinema advertising to the local retailers. The campaign narrative is more of a conversation and encourages retailers to target their audience through the ‘Silver Screen’. The ad campaign will be played in five different languages – Hindi, Tamil, Telugu, Malayalam and Kannada. The campaign will also be supported by robust promotional activities and will be leveraged through digital and social media platforms.

     

    The concept of UFO Framez has emerged from the fact that there has been massive boom in the retail sector due to significant rise of incomes and standard of living of people. Retailers want to make the most of this opportunity and are looking at innovative ways to market their products to the consumers.

     

    Speaking about the ad campaign, Siddharth Bhardwaj, Chief Marketing Officer, & National Sales Head – Enterprise Business, UFO Moviez said, “UFO Framez has created a pan India network of DSA’s, each DSA serves as a single point contact for the local retail advertisers to use the local cinema screen to advertise their product and services. Each cinema screen has catchment viewers and UFO Framez helps the retailer’s to use these screens to reach out to their target audience. Most retailers advertise through OOH, newspaper inserts and we are here to change the same through our offering, cinema screen will serve as a digital hoarding and will help the advertiser communicate with the audience in a more engaging and effective manner. This campaign is a set of four creatives and each creative targets one key retail category, we believe that this campaign will help us reach out to our potential retail advertisers and shall help us position UFO Framez as an impactful and effective consumer touchpoint medium of advertising.”

     

    Sheldon Dsilva, Business Head, UFO Framez said, “We’re quite excited to launch our first campaign. We believe our prospective clients will strongly identify with the campaign and would want to capitalize our screens to grow their business exponentially.”

     

  • The film will be aired in local languages and will be supported by on ground, in-cinema and digital campaigns

    It’s ‘Hawa Happy’ as Usha looks to spread cheer in Indian homes

    By A Correspondent

     

    Usha International has launched a 360 degree campaign for Usha fans with the theme of “Hawa Happy”. The TVC captures some endearing moments of an Indian family and how Usha fans and coolers form an integral part of these moments. The film effectively features the entire range of Usha fans including ceiling fans, exhaust fans, kids fans, tower fans and pedestal fans.

     

    On the launch of the new TVC Bharat Kharbanda – AVP- Marketing, Fans and Home Comfort USHA International said, “One of the key objectives of the Hawa Happy TVC is to showcase the entire range of Usha fans and how they are well integrated into the day to day living. With this film we hope to further strengthen Usha’s presence in the industry and increase brand saliency among customers.”

     

    Leveraging the festive season fervour, this TVC is being aired nationally with heavy spends in the southern and western markets to ride on the seasonality in these two regions. The film will be aired in local languages and will be supported by on ground, in-cinema and digital campaigns.

     

  • The narrative reverberates Bluestone’s USP of a wide choice of designs and modern appeal

    Choose your twinkle, says BlueStone in latest campaign

    By A Correspondent

     

    Leading online destination for fine jewellery, BlueStone.com launched a new brand campaign ‘Choose Your Twinkle’. Presenting the finest range of modern and contemporary jewellery designs and styles, the campaign promotes the brand as the go-to jewellery destination for today’s women.

     

    Speaking about the campaign, Pushkar Jain, CMO, BlueStone.com, said, “We are very excited to launch our new brand campaign that happens to coincide with the festive season. The TVC clearly illustrates our core proposition of choice of designs and modern styles whilst targeting the new age women. Our strong focus on brand building coupled with world class designs and a superior online experience will enable us to expand our footprint in the second largest jewellery market in world.”

     

    Added Ashish Chakravarty, National Creative Director, Contract Advertising: “Jewellery is very close to women. Sometimes closer than their partners. We thought, for this one, let’s tell stories of women, by women. So here it is, a peek into a woman’s mind, her thought process and the moments that trigger off when she discovers choice and gold and love. All at once.”

     

  • This new Diwali campaign stems from the thought of Cadbury Celebrations enabling to 'Bring the celebration with you'

    Cadbury Celebrations unveils campaign for Diwali 2016

    By A Correspondent

     

    Contract Advertising has created a new film for Cadbury Celebrations with the aim to bring to life the joy of togetherness, a feeling that gets heightened during festivities.

     

    Cadbury Celebrations, the chocolate gifting brand in the Mondelez portfolio, operates across the premium and mass premium segments with the Rich Dry Fruit Collection (RDFC), being the growth driver catering to the premium end. This new Diwali campaign stems from the thought of Cadbury Celebrations enabling to ‘Bring the celebration with you.’

     

    Said Kapil Mishra, executive vice-president and executive creative director, Contract Advertising: “This advertisement was driven by the idea that festivals have become very monotonous and a mere ritual. While parents wait for this occasion for the entire family to be together, younger generation is too occupied in their life and routine. By this campaign we aim to reinvigorate the festive feeling among the youth, emphasizing on emotions of togetherness, fun and family bonding.”

     

    The film opens on the son and his family coming back to their ancestral home getting decked for the Diwali festivities. The Diwali party swells, with another son trooping in with his family and what ensues are charming little stories of what the four walls of the house have been witness to. As the stories keep coming out and the togetherness grows on each other.

     

    At such a juncture, the elder son asks his father as to if he is serious about selling the house where they all grew up. It is at this point that the father breaks into a half complaining, half naughty mood to tell that now that everybody is home, he is not going to sell it. The children get the fact that he was playing a prank and the family rejoices in celebrating their togetherness this Diwali.

     

  • The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year

    Bajaj V calls for Indians to celebrate National pride every day

    By A Correspondent

     

    Bajaj Auto has released a new brand film for V – the bike that contains the metal of legendary warship INS Vikrant. The film raises an important question about why national pride is restricted to select occasions of national significance like Independence Day or Republic Day, and forgotten the very next morning. Also, the new film features the fresh Navy Blue colour of Bajaj V introduced through the new campaign.

     

    The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year. The story is narrated from the point of view of a real-life war hero. Rear Admiral S. K. Gupta, a Mahavir Chakra awardee, who served aboard the INS Vikrant in the 1971 war, features in the film and talks about how the Bajaj V now allows us to experience our pride every day.

     

    Said Sumeet Narang, Vice-President, Marketing, Motorcycles, Bajaj Auto: “With the V, we are not just selling motorcycles but celebrating the pride of the nation. Consumers are also playing back this feeling of pride. The new campaign takes the proposition forward and talks about how the V helps you experience pride every day, and not just on select occasions of national significance.”

     

    Added Rajdeepak Das, Chief Creative Officer, Leo Burnett: “We believed, with the metal of INS Vikrant, the V was perfectly suited to express this pride on an everyday basis. And this formed the core to our thinking for this film.” The film has been directed by Prakash Varma of Nirvana Films.

     

  • Airtel rolls out a 360-degree campaign around the all new My Airtel App – one app for all apps

    Airtel girl is back with shortcut to digital world

    By A Correspondent

     

    Bharti Airtel has re-launched its My Airtel App with a 3600 degree marketing campaign around My Airtel app featuring Sasha Chhetri. This time the Airtel girl, who is out with her friends, takes up the ‘Apps Challenge’ and manages to outfox the challenger with the My Airtel App.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, “Smartphones have redefined our lives and mobile applications allow us to do almost everything on the go, wherever we are. The new campaign is built around the new My Airtel app, which has a collection of the top apps, and brings the best of the online world to users in one place.” The campaign has been created by Taproot Dentsu.

     

  • Since its launch, Max has carved a niche for itself by bringing to the Indian customers high quality products with world class shopping experience

    Max Fashion unveils inaugural campaign on TV

    By A Correspondent

     

    After a decade of the launch of Max the brand today has grown to over 150 stores covering 60 cities. Max has launched its first TV campaign, in which the objective is to establish an emotional connect between Max and its existing customers and give them compelling reasons to keep coming back to the brand. The communication is also meant to drive awareness by further reinforcing the brand’s key message –fashion for the entire family at great prices.

     

    Said Jiten Mahendra, Vice President- marketing at MAX Fashion: “We are proud to say that the brand is a true mirror of the young India, where 75% of our customers are between the age group of 18-34. The TV campaign is a step ahead to re-inforce Max positioning and its commitment to democratize fashion in the country. With over 300 stores in 16 countries and 5 Million loyal customer base in India, the brand is here to grow! With the success of Max over the last 5 years, this campaign will ensure a stronger brand connect with the existing customer and bring newer audiences to the brand and TV is the perfect medium to talk to such a wide audience and showcase brand presence at a national stage.”

     

    Added Senthil Kumar, Chief Creative Officer, JWT: “We are very excited to embark on a new journey with Max Fashion on TV.  It has been a strong and exciting collaboration between Max Fashions, JWT and Curious. With this campaign the attempt is to create an interesting spin to value fashion that is more relatable to the brands core consumer. Inspired from everyday life moments, the stories are spiked with a mild touch of humor and fun.”

     

  • Showcasing the idea 'Jo Khaaye Extra Kho Jaaye', the new TVC has given the duo – Ramesh and Suresh, much aspirational and cooler look as they get on a vacation

    Ramesh & Suresh make a comeback in new ad for Cadbury 5Star

    By A Correspondent

     

    Mondelez India has launched a new TVC for its latest -‘ extra caramelly Cadbury 5 Star’, starring regular brand ambassadors, Ramesh and Suresh.

     

    Showcasing the idea ‘Jo Khaaye Extra Kho Jaaye’, the new TVC crafted by Ogilvy India, has given the duo – Ramesh and Suresh, much aspirational and cooler look as they get on a vacation. The TVC portrays Ramesh and Suresh sitting on a bench, getting extra lost in the taste of new caramelly Cadbury 5 Star. Right next to them is a thief, eyeing the purse of a lady sitting on the adjacent bench. While Ramesh and Suresh are engrossed in the immersive eat experience of the extra caramelly Cadbury 5 Star, the robber attempts to steal the lady’s purse and run away, not realising that Ramesh/Suresh had accidentally tied his shoelaces with that of the robber, causing him to fall flat on the floor. The film brings out the good in getting extra lost as the duo manage to save the day. The film once again manages to showcase quirky behavior of the duo, bringing a smile to the viewers’ faces.

     

    Said Prashant Peres, Director- Marketing (Chocolates), Mondelez India: “Being the market leader in the overall chocolate portfolio, we are committed to paving the way for the growth of countline category in the Indian market. Our lead brand, Cadbury 5 Star has been highly successful in the youth segment. In alignment with growth vision of enhancing chocolate eating experience we have refurbished the product to make it “More Caramelly”.  The new cooler avatar of the product is supported by a new TVC campaign which showcases a more immersive eat experience by featuring the iconic Ramesh-Suresh duo bringing out the good of getting lost.”

     

  • The emotions have been portrayed very beautifully and the storyline is such that every single person watching the video can relate to it

    OnePlus unveils new brand campaign

     

     

    OnePlus has released a short film titled “The Journey” to celebrate the festive spirit of Diwali.   Elaborating on the emotions behind the film, Vikas Agarwal, General Manager – India, OnePlus explains, “This Diwali, we are happy to connect with our community in a refreshing way. OnePlus has always looked at innovative ways to connect with the community. This festive season, we decided to take the road less travelled and created a short film for our fans which is a first for OnePlus in India.”

     

    While the concept was conceptualised by OnePlus, the video was produced by Boring Brands and shot in Mumbai and Ladakh.

  • Advertising around an observance like Karva Chauth is regressive, and brands need to reconsider. Jitender Dabas present his POV

    Jitender Dabas: Share The Load, Not The Fast

     

    By Jitender Dabas

     

    One of the most celebrated campaign from last year has been #sharetheload by Ariel. A remarkable campaign that challenges us to re-think the way we look at the issues of gender equality. And then I came across another ad by shaadi.com asking men to share another load. Promoted with the hashtag #FastForHer it asks men to fast alongside their wives to show their love this Karva Chauth.

     

    Both the campaigns in their own way address the relationship between men & women in our society. One did it by challenging the way we think the other simply rode it.

     

    Karva Chauth is fast becoming the next opportunity for the marketers. It’s got everything – tradition, relationships, dressing up, celebrations, gifting and it comes in the festival month of October.

     

    Everything seems right for brands to jump in. Except one. The very genesis of the festival or ritual. According to Wikipedia, Karva Chauth is a one-day festival celebrated by Hindu women in many countries in which married women fast from sunrise to moonrise for the safety and longevity of their husbands. A ritual that is not only regressive and unequal but also irrational.

     

    So what should brands do with Karva Chauth? How should brands navigate a festival like KarvaChauth.

     

    Every festival is a market opportunity in India but brands need to make a choice. Brands must understand a lot of inequality in Indian society is camouflaged by tradition and emotions. By adding frills and mush to a dogmatic ritual and making it ‘fun’, you only make it bigger and bulkier

     

    In a society fighting severe issues on gender inequality we need to over-correct and I believe brands can play a significant role by stating their POVs on such issues… Brands, especially targeting the modern woman are being built on their POVs not differentiators.

     

    If brands start spending marketing dollars to promote Karva Chauth they will almost be legitimizing it the way Aditya Chopra did it through DDLJ. There are more small town and villages where women are not doing it because of choice but under pressure. And when the aspirational stereotype women is advertising is seen doing it, it makes it okay for millions of women in small towns to continue doing it. The mood/celebration and the appealing presentation of any festival has the power to often drown the voice of reason. Rationality and logical debate gets subdued under the loud sound of collective celebration. Every press ad or TV spot adds to that.

     

    And if as a result of all this, a woman is under pressure to fast against her will or health because you have legitimised it by putting your brand monies behind it, then you are responsible.

     

    It’s also dangerous as you not only cater to the fervor of the married women but you are also lending a hand in introducing this practice in the most appealing way to children who sit in front of it the TV watch the ad and co-relate it to what their mothers are doing.

     

    We are teaching young kids in school to give up the exciting part of Diwali – the crackers … because it harms the environment. Can’t we ask the grown up to give up the ‘regressive’ and ‘irrational’ ritual of KarwaChauth

     

    Let’s understand one thing – nothing is ‘harmless’ when it comes to inequality and gender bias – there is nothing called a harmless eve-teasing or harmless-stereotyping or a harmless Karva Chauth . They all add to shape how a society treats its women and brands must realise this.
    The burden of progression will always lie on the shoulders of leader brands whether they are in media, cinema or consumer goods.

     

    For the brands championing women’s equality being silent on KC is not just a missed opportunity but a sign of careful middle path which is disappointing. A strong POV on not just KC but other such festivals is certainly awaited.

     

    #FastforHER disappoints me. I am waiting for #DontFastforME

     

     

    Jitender Dabas is Chief Strategy Officer, McCann Worldgroup. The views expressed here are his own and do not necessarily reflect those of his organisation

     

  • The Aditya Brila Financial Services Group company urges investors to consider Systematic Investment Plan (SIP) as 'must-have' for every financial goal

    Birla Sun Life MF unveils ‘Jitne Sapne Utne SIP’ campaign

    By A Correspondent

     

    Jaanoge Tabhi Toh Maanoge (JTTM) the investor education initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group (ABFS), and investment manager for Birla Sun Life Mutual Fund (BSLMF), launched its latest TV commercial, ‘Jitne Sapne Utne SIP’ on national television on Tuesday. Directed by Shaaze Merchant, the TVC is created by Taproot Dentsu.

     

    “It has been most heartening to see the recognition and recall Jaanoge Tabhi Toh Maanoge has earned over its journey to bring mutual funds into mass India’s consideration set. ‘Jitne Sapne Utne SIP’ is yet another extension of our commitment at ABFS to drive self-realisation among mass India about the merits of making money work for them,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.

     

    Added A Balasubramanian, Chief Executive Officer, Birla Sun Life Asset Management Company Limited: “SIP is a great entry point for retail consumers to experience mutual fund investments. ‘Jitne Sapne Utne SIP’ encourages investors to look at SIP differently – not as good ‘one-off’ plans but as ‘must-have’ plans for every financial goal. In doing so, it touches upon the invaluable role SIP can play in making their many dreams come true.”

     

    Speaking about the campaign Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “Birla Sun Life Mutual Fund’s investor education initiative has always borrowed from real life to provide simple, useful information about mutual funds. This year, we’ve used a fact of life, to draw a parallel with SIPs: one size can’t possibly fit all. Why then do we expect that one SIP will cover all our needs? It’s a big learning, dished out in a light-hearted, relatable way.”

     

    Directed by Shaaze Merchant, ‘Jitne Sapne Utne SIP’ is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Gauri Burma. Soda Films is the Production House, and Ameya Dahibavkar, Executive Producer.