MxMIndia

Category: PRODUCTS

  • Conceptualised by Famous Innovations, Raymond's new film promotes its TechnoSmart fabric, showcasing USPs like UV protection, wrinkle free, breathability and a smooth touch

    Raymond brings innovation and style together in new campaign

    By A Correspondent

     

    Famous Innovations launched a new film for Raymond Techno Series presents TechnoSmart highlighting how the fabric is an appropriate blend of advanced fabric engineering and style. Depicting four protagonists, the film showcases TechnoSmart features in a dynamic and vibrant manner.

     

    Said Madhu S Dutta, Head Marketing, Lifestyle Business: “TechnoSmart is an example of Raymond’s journey to constantly bringing in innovative product line. It’s futuristic and caters to our consumers’ changing lifestyle. Suits are no longer the domain of stiff upper-lipped Boardrooms. They are dynamic, vibrant and more fun. The film reflects that sensibility.”

     

    Raj Kamble, CCO and Founder, Famous Innovations, added: “This is the second film we’ve created for TechnoSmart. While the first film focused only on the product’s proposition, here we balanced the product USPs with the style and sensibilities suitable for a fashion brand. Edgy and graphic, unlike any other film we’ve done for Raymond, the idea was to keep it visually engaging with details that viewers discover each time they view it.”

  • Officer's Choice Blue Snacks launches a new TVC campaign that applauds everyday acts of kindness with "Salute toh bantahai!"

    ‘Salute toh banta Hai’ affirms Officer’s Choice’s in new campaign

    By A Correspondent

     

    Officer’s Choice Blue has launched a new ad campaign ‘Salute to Banta Hai’- communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVCs narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring world. The communication conveys the ‘good’ in actions of giving way to an ambulance over a VIP vehicle, respecting the lowest ranks in office, concern to assuage apprehension of a woman traveling alone, and bringing help to people in need.

     

    The narratives create a strong people connect – with positive actions that are spontaneous and relatable- embedded in the belief, and keeping the faith in doing ‘good’. The TVCs end with the tagline ‘Salute toh Banta Hai’ which acknowledge the contribution of these everyday heroes.

     

    The campaign has been conceptualized by Metaphor, A Triton Communication subsidiary and directed by Rajesh Saathi from Keroscene Films.

     

    Said Ullas Chopra, National Creative Director, Triton Communications: “This has been quite an interesting campaign. The challenge was to present righteousness in a manner which is not preachy or confrontational. We decided to take an approach that applauds people for their efforts to do the right thing and be good samaritans. Once in a while we get an opportunity to work on communication that warms people’s hearts and remind people of their better side. The most satisfying thing for us has been how all elements came together – the storytelling, the music and the lyrics. We set out to touch hearts and I think we managed to do that very well. “

     

    Commenting on the campaign, Ahmed Rahimtoola, VP, Marketing, Allied Blenders and Distillers, said, “The process, starting from segmentation research to effectively delivering on new communication, has been incredible. Officer’s Choice franchise is the largest in its category globally, and it is imperative that we deliver ahead of expectation. We take pride in the aesthetic communication which very strongly conveys the brand’s long–standing view on righteousness, and the need to bring about positive change.”

     

  • The brand is targeting Rs 20-25 crore of retail sales alone from their merchandising & licensing revenue

    Black White Orange Brands partners with Arka for Baahubali merchandise

    By A Correspondent

     

    Black White Orange Brands, a licensing and merchandising solutions agency, has been appointed global licensing agent by Arka Mediaworks Entertainment LLP for Baahubali.  The sequel, Baahubali 2 – The Conclusion is scheduled to hit screens in April 2017.

     

    Black White Orange will work closely with Arka Mediaworks to conceptualise designs, represent the Baahubali franchise across a wide range of categories and also look at several licensing and retail partnerships, globally.  Having already signed leading international names like Paramount Pictures, Game of Thrones, Universal Pictures etc. till date, Black White Orange make their first Bollywood brand foray with Arka Mediaworks and their popular franchise - Baahubali.

     

    Talking about the association, Shobu Yarlagadda, CEO at Arka Mediaworks said, “We are delighted to launch our branded merchandising portfolio and we are glad to have found a partner in Black White Orange.  We are confident that its unique and promising strategic approach will build the Baahubali brand in India and help us reach our fans.”

     

    Bhavik Vora, Founder & CEO at Black White Orange says, “When we established Black White Orange a year back, we had a vision of creating a world-class merchandise programme of cult Indian brands. After the successful launch of Yuvraj Singh’s brand YWC recently, we are extremely excited to bring to life, the biggest blockbuster of all time, ‘Baahubali’, through a well conceptualized, high-quality merchandise program for Indian & global fans.”

     

  • Chrome Data Analytics has released a Rural Establishment Report covering 2 lakh villages representing 300mn people

    Decoding Rural India

     

    It’s being billed as the World’s Largest Rural Establishment Report. Chrome Data Analytics, has unveiled a report covering 200,000 villages representing over 300 million people.  The Rural Establishment Survey covers consumer behaviour and habits in over 200,000 Indian villages.

     

    The survey, which was done over a period of 15 months, involved the entire Chrome DM infrastructure of over 650 field executive, 450 telecalling staff and the 150 strong analytics team, together speaking over 22 languages to map the length and breadth of the country. Respondents were made to fill out a detailed questionnaire which included consumer habits, family income and lifestyle patterns among other things.  The survey holds direct actionables for brands and agencies to help target growth regions Broadcasters, for example can know the exact subscriber base of cable networks in the villages covered.

     

    Here are some of the key findings of the report:

    1.90% of Rural Bihar prefers branded tea over local players.

    2. Rural:  Kerala, Punjab and Haryana have the max disposable incomes to spend on FMCG products.

    3. Data for Patanjali:

    :: Patanjali has been spotted most across all channels, no of insertions – 24828 (Wk-33).
    :: As a result, 93% of rural HSM India are aware about Patanjali/Ramdev baba’s product.
    :: 56% of rural HSM are not even aware about 30% of Patanjali’s products, most accessible products are Shampoo, Hair Oil, Chyawanprash & Honey, of which Honey & Chyawanprash’s market contribution is over 40% within the category.
    :: Within the Sugar category, 90% of rural HSM India buy open local sugar & only 5% have been buying sugar from Patanjali store.
    :: Within the Atta Category, 91.5% of rural HSM buy local atta/or chakki atta rest prefer Aashirvaad in this category.

     

    Important Categories – Most popular/consumption brands:

     

    Soap Lux, Lifebuoy (70% of North market share)/ Medimix (South)
    Shampoo Clinic Plus (Sachets especially)
    Hair Oil Parachute/Dabur Amla (Known as Amla)
    Hair Color Godrej  
    Detergent Surf/Nirma
    Beauty Cream Fair & Lovely (Sachets)
    Telcum Powder Ponds  
    Toothpaste/Toothbrush Colgate
    Butter Amul
    Chywanprash Dabur
    Honey Dabur
    Soft Drinks Coca Cola & Pepsi (almost 40% of market share each)  
    Chips Lays  
    Tea Tata Tea  
    Coffee Nestle  
    Ketup Kissan  
    Ointments Iodex, Vicks  

     

    As per Chrome’s latest survey (Monthly per capita expenditure):

    Across all major states in India, in Rural, Kerala followed by Punjab & Haryana have got maximum disposable income (an average of 2500 per month) whereas Odisha, Chhattisgarh, Jharkhand & Bihar spends very less (an average of 1150 per month).

     

  • Melorra moves fine jewellery out of the locker, and makes it relevant to wear every day and for every occasion – be it work, casual or party

    Dentsu partners Melorra.com to launch its first brand film

    By A Correspondent

     

    Conceptualized by Dentsu India, the film stars Ujjwala Raut as the lead, making the product relevant to wear every day and for every occasion – be it work, casual or party.

     

    Said Saroja Yeramilli, CEO, Melorra.com:  “There is no [other] jewellery brand catering to young urban Indian woman as she struggles to find the appropriate precious jewellery to match her daily looks at work, out to dinner or at a party.” Said Simi Sabhaney, CEO, Dentsu India: “We at Dentsu India, decided to use fashion codes in order to introduce this modern brand of fine jewellery. We believe Melorra sits best with fashion. The product is the hero. It is meant to entice the woman into coming forward and embracing it.

  • The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple

    Technology comes alive in Ciaz Smart Hybrid commercial

    By A Correspondent

     

    Hakuhodo Percept’s new campaign for Maruti Suzuki’s Ciaz Smart Hybrid engine sedan went on air on Wednesday (October 19).

     

    The sedan which rolled out of the Maruti Suzuki stable across India last year, once again has brought in Ranveer Singh to tell customers how the vehicle regenerates braking energy for a smoother and efficient drive.

     

    Talking about the new campaign, Vinay Pant, AVP, Marketing, Maruti Suzuki said, “Ciaz Smart Hybrid has changed the segment completely with its futuristic style and technology. With our new campaign, the aim was to create a communication that defines the benefits of our product effectively. The campaign thus developed meets the objective perfectly.”

     

    The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple.

     

    In the commercial, we see Ranveer Singh simply enjoying his drive, whilst the car is doing all the work. The technology behind the CIAZ Smart Hybrid regenerated braking energy is explained through a unique graphical visual with electric streaks. Dynamic and interesting, this depiction explains the working of Smart Hybrid technology through a stunning and sophisticated technique.

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept Ltd.  “Our main objective was to highlight the Smart Hybrid technology in an extremely futuristic and simple way. An idea that’s easily understood by the CIAZ Smart Hybrid customer.”

     

  • With 40 per cent increase in youtube searches on baby care y-o-y, JOHNSON'S® has launched 'Best for Baby' channel – India's largest dedicated library of baby care videos

    Johnson’s launches dedicated ‘Baby care’ youtube channel

    By A Correspondent

     

    Leading baby care expert, Johnson’s announced the launch of India’s largest dedicated baby care YouTube channel with over 100 videos across 12 categories. The Johnson’s ‘Best for Baby’ channel is a dedicated video channel aimed at providing new parents a holistic guide on baby care and parenting. Designed to cater to the needs of millennial parents, the channel offers new parents help through detailed videos, specially curated for the channel by baby care experts and discerning peers.

     

    Talking about the ‘Best for Baby’ channel launch, Ganesh Bangalore, Vice President, Marketing, - Johnson & Johnson, Consumer, India  added, “Our ongoing dialogue with moms, in addition to research in the segment, revealed a need-gap for millennial parents in India regarding reliable and researched baby care information online. The research clearly showed that new moms are using online search as their primary way to find parenting information.  With this background it made sense for us to create ‘Best for Baby’ channel providing parents with a credible source of information on baby care. With over 70,000 views a day, on an average in its pilot phase, we seem to have created a platform that is an answer to the needs of our consumers.”

     

  • The Ceat logo will prominently donned in the bats used by the graceful right hander

    Ajinkya Rahane to bat for Ceat over four-year endorsement deal

    By A Correspondent

     

    Tyres major Ceat Ltd has signed a four-year bat endorsement association with Indian batsman Ajinkya Rahane. The Ceat logo will prominently donned in the bats used by the right-hander.

     

    Commenting on the latest development, Anant Goenka, Managing Director, Ceat Ltd, said, “At Ceat, it is our on-going effort to strengthen our association with cricket. We are delighted to have Ajinkya Rahane on board, representing our brand across all formats of cricket. Ajinkya will strengthen the roster of exciting and world-class players we are proud to be collaborating with. ”

     

    Speaking on the occasion, Rahane said, “It gives me immense pleasure to partner with Ceat, a company which is deeply rooted with Cricket. “  The tyres giant also has tie-ups with Rohit Sharma and Suresh Raina and Ishan Kishan for bat association. It is also tied up with IPL for the Strategic Time Out segment and has brought former Australian international cricketer Brett Lee on board as its brand ambassador for Ceat Cricket Ratings.

     

  • Showcases the all-new Doublemint Mints on the onset of a beautiful love story of Adi & Niara

    Wrigley India ‘starts something fresh’ with its new ad campaign

    By A Correspondent

     

    Wrigley’s Doublemint has released a new ad that depicts a love story of a young boy Adi and his new neighbour Niara. The advertisement is based on the fresh and beautiful cover of “Ek ajnabee hasina se” originally sung by the legendary Kishore Da. Reiterating the recently launched Doublemint Mints freshness proposition, the love story around the quintessential romantic Indian couple encourages us to ‘start something fresh’ whilst making ‘long lasting connections’.

     

    Commenting on the campaign, MV Natarajan, Managing Director, Wrigley India said, “The ad weaves in the essence of connections that Doublemint stands for. It is seen enabling the young couple falling in love. We are very excited about this launch and are confident that the audience will connect well with our new TVC.”

     

    Said Josy Paul, Chairman & Chief Creative Officer, BBDO India: “The role of Doublemint is to help create new connections and start something fresh. When I saw the offline of the film, I was moved to tears. I called Shoojit way past midnight bawling like a teenager. It took me back to the purity of love. It’s not advertising, it’s the sound of a world looking for a more meaningful relationship. We are not just selling chewing gum or mints; we are spreading the hope of better connections.”

     

  • It features the celebrated Chef Vikas Khanna who urges people to pledge a fistful to feed a child

    Being Indian & Quaker Oats unveil festive video campaign

    By A Correspondent

     

    As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian along with Quaker Oats, have released a video ‘Ek Muthi Sonu ke Naam’ to urge people to pause and spare a thought to the millions of children who go hungry. The video is based on the vision behind the noble #QuakerFeedAChild initiative.

     

    Said Deepika Warrior, Vice President – Nutrition Category, PepsiCo India: “We believe that ‘Ek Muthi Quaker’ has the power to make a difference in people’s lives. Quaker Feed a Child is a social extension of what ‘Ek Muthi’ can do. The video articulates a powerful thought urging us all to make every festival more meaningful by simply pledging a fistful to feed a child.”

     

    A Being Indian statement read: “It is saddening that despite the progress made by science and technology, hunger still tops the reason for death today. Along with Quaker, we aim to enlighten people about this and inspire people to make a change in their everyday lives in a way to contribute to the society.”

     

  • This campaign is the next step in a series of efforts to get the message out about how people can live their best life through the power of health

    Abbott’s new campaign tells real stories of people living healthier, fuller lives

    By A Correspondent

     

    Telling stories of real people benefiting from medical innovations and leading full lives is a tradition at Abbott for over 125 years. The pharma major’s new campaign, launched in the US, India and other key markets, brings its storytelling tradition to the forefront, capturing stories of real people who overcome health challenges, push past what’s possible and live the fullest, best lives they can. It captures the essence of Abbott’s relationship with the people they serve and their products across the spectrum of their lives.

     

    Talking about the campaign, Joshua Mathew Grace, Regional Marketing Officer, India & South East Asia, Abbott said, “Abbott believes in helping people live their best lives possible through the power of health. Our latest campaign demonstrates our purpose through real stories of everyday people proving they can still live a full life, whilst overcoming their own personal health challenges. In so doing the activity demonstrates our areas of expertise and bridges the gap between why we exist and what we make.”

     

    The new campaign, called the ‘Race of Possible’ uses real-life stories which convey that wherever one is in life’s journey, Abbott’s breakthrough products help one live healthier, fuller lives. The new TVC creatively captures the essence of Abbott’s relationship with the people they serve and their products across the spectrum of their lives. The radio spots are live recordings of first-person narratives.

     

  • Lenovo Z2 Plus TV ad fast forwards you into a zippy world in the blink of an eye

    Lenovo promotes Z2 Plus in latest ad campaign

    By A Correspondent

     

    Lenovo MBG India has released a new TV ad for their Z2 Plus smartphone.  The campaign named ‘Get Fast, Get Forward’ is conceptualised by Band Interprise, Singapore. The 30-sec TVC highlighting the superfast Qualcomm Snapdragon 820 processor, Health Tracker and 1 Button navigator of the smartphone, is produced by Storytellers.in and directed by Arun Gopalan.

     

    “We understand our consumers and their behaviour in this fast moving world, where they want to do more in a jiffy and everything all at once. In the TV ad, we integrated this with the phone’s functionalities, showing how Lenovo Z2 Plus is the perfect device to help them live this crazy fast life, while exploring their passions and interests. The pace of the film brings alive the speed at which the smartphone can multitask and deliver great experiences,” Rachna Lather, Marketing Head, Lenovo MBG-India.