MxMIndia

Category: PRODUCTS

  • This year Big Bazaar and DDB Mudra West have crafted yet another motivating piece of communication

    Big Bazaar brings ‘Paper Patakha’ back with #YehDiwaliSabkiWali

    By A Correspondent

     

    The festival of light is back and so is the time to bring all the ‘paper patakhas’ out. During Diwali 2015, Big Bazaar created conversations about a safe, harmless Diwali celebration with their ‘Paper Patakha’ film. The new ad is an extension to the thought and the ongoing ‘Shubh Shuruvaat’ campaign.

     

    The intent of the film is to make this Diwali celebration inclusive of everyone. During Diwali, while every nook and corner of the country gets brightly lit and people rejoice with delicious food and merriment, there are a few who get left out. With this film, the brand wishes to invoke the deep rooted kindness we often get distracted away from and to promote the thought of including everyone in the celebration, making #YehDiwaliSabkiWali.

     

    Speaking on the campaign, Sadashiv Nayak, CEO, Big Bazaar said, “Big Bazaar’s motto ‘Making India beautiful’ is about creating beautiful memories in our customers’ lives. This year, Big Bazaar’s ‘Shubh Shuruvaat’ campaign carries its previous year’s ‘Paper Patakha’ concept forward, in order to emphasise further on the brand’s value of inclusiveness. The campaign is led by a heart-warming film that celebrates the humane side of Indian festivals. This new television commercial talks about celebrating Diwali with everyone, which we believe is the true essence behind the spirit of Diwali. The ad is touching, entertaining, and yet delivers a very important message to all of us.”

     

    Added, Rahul Mathew, Creative Head, DDB Mudra West, “There’s so much humanity and goodness that the festival of Diwali stands for. But somewhere in the cacophony of consumption brands often forget that. Which is where “Making India Beautiful” is like a guiding light for Big Bazaar. What we started last year with Paper Patakha making Diwali less polluting and more beautiful, we took it forward this year.”

     

  • Reemphasises importance of cow (yellow) ghee in everyday food

    Gowardhan Ghee launches new campaign ‘Pyaarka rang sunehra’

    By A Correspondent

     

    Parag Milk Foods has launched its new campaign ‘Pyaarka Rang Sunehra’. The campaign kicks off this festive season across multiple consumer touch-points such as television, out of home, digital and experiential activations.

     

    The ad is driven to showcase the importance of cow ghee consumption in daily diet. The ad film covers various emotions in life linked through food and brings forth colours of love and how golden (yellow) colour is associated with cow milk.

     

    Speaking about the campaign, Mahesh Israni, Chief Marketing Officer, Parag Milk Foods Ltd. said, “Our vision is to build the strength of cow ghee and own the leadership position in the ghee segment through category expansion. To attain this endeavour, our new campaign will help us build direct visual association of the category with the brand. The larger communication amplification through our 360-degree approach will talk about benefits of cow ghee and how it will cater to populous across genders, age  groups and demographics. We also want to change our focus from festive consumption to throughout the year consumption pattern.”

     

    Sharing her opinion on the new brand communication, Akshali Shah, VP, Strategy Planning-Sales & Marketing, Parag Milk Foods Ltd. “Our flagship product Gowardhan Ghee is closest to pure ‘cow ghee’, it has built that trust and brand loyalty in the consumer’s mind. As one of the leading cow ghee brands in India, we aim to build the cow ghee category association through the yellow colour connecting to emotions of life.”

     

    Hanoz Mogrelia, Senior Vice President & Executive Creative Director, JWT said, “It’s refreshing to see an idea that was presented in the pitch has come to life, in the very same way as it was envisaged. Moreover, the fact that the client backed this idea from day one made the process of making the film very smooth and enjoyable.”

     

  • Based on responses, the selected bands and artists created the song from scratch in real time along with videos and uploaded online within 8-9 hours

    #MyKindOfMusic generates buzz for Tata Sky

    By A Correspondent

     

    Tata Sky Music+ has brought out a musical online activation where a diverse set of bands and musical talent from The Yellow Diary (@tydtheband) to Kanchan Daniel and The Beards, Hriday Gattani to Sharma and The Besharams. Held live from October 18 to 22, across Twitter and Facebook, all the viewers had to do is answer the questions asked on the Tata Sky handle (@TataSky) with the hashtag #MyKindOfMusic.

     

    Based on responses, the selected bands and artists created the song from scratch in real time along with videos and uploaded onlinewithin 8-9 hours. Only the best responses were selected for the tailor-made songs.

     

    It was a four day social marathon, four bands, 10 music compositions, real-time music and video production, live behind the scene videos, eight genres and four 360-degree videos.

     

  • #DilonKiDiwali is about bringing people together during Diwali, by reflecting on traditions and creating new ones

    Hero celebrates joy of togetherness with ‘Dilon ki Diwali’

    By A Correspondent

     

    Hero MotoCorp has rolled out its latest brand campaign #DilonKiDiwali.  The 360-degree campaign conceptualised by Law & Kenneth Saatchi & Saatchi went on air on October 24 with five television ads. Full-page print ads, radio commercials and the digital campaign have also gone live subsequently. The campaign celebrates the two-wheeler company’s historic milestone of crossing 70 million two-wheelers sold, and the millions of lives they have touched, while capturing the festive sentiment and spirit of Diwali. The films have been directed by Pradeep Sarkar and Kshitij Ravi Prasad.

     

    Said Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi: “The campaign celebrates Hero’s role in bringing people together with simple and real stories”. Added Debarjyo Nandi, Senior Vice-President, Law &Kenneth Saatchi & Saatchi: “Hero is a nation brand with 70 million customers. When it’s the nation’s biggest festival, they are responsible for bringing so many families and friends together and touching millions of lives, celebrating the true spirit of Diwali with heart.”

     

     

  • The campaign attempts to increases awareness of two-wheeler insurance category in India

    iProspect executes digital video for ICICI Lombard

    By A Correspondent

     

    iProspect India has conceptualised and executed a digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance. The video reinforces the need for awareness and timely purchase of a long-term two-wheeler insurance plan.

     

    The two-and-a-half minute video captures the reactions of a handful of people from different age groups, genders and backgrounds, returning to a two-wheeler basement parking after a couple of hours only to see huge scratches on their respective bikes. They spend tense moments wondering how this happened and because of whom, and are shown to ask for the security guard to question him as anyone typically would in such a situation. They eventually breathe a sigh of relief later when they realize that it’s only a sticker pasted onto their two-wheeler and not a real mark – bringing a smile onto their faces. The message after removing the sticker is as below.

     

    Commenting on the initiative, Sanjeev Mantri, Executive Director, ICICI Lombard said, “India has over 16 crore two wheelers registered with the transport authorities today. While this is an impressive number, nearly 70% of two-wheelers ply on roads without any insurance cover. At ICICI Lombard, we believe it is imperative for us to lead efforts towards addressing this issue of abysmally low insurance and ensure that vehicle owners are protected from any exigencies. We are encouraged by the response to our initiatives in the social media space in this regard. We will continue to innovate and develop effective communication tools and thereby ensure that our customers and their vehicles are well protected with comprehensive insurance policies.”

     

    Expressing his views on the campaign, Vivek Bhargava, CEO, iProspect India said, “In the recent past we have increased our focus on generating creative digital solutions, especially through engaging content and storytelling. The ICICI Lombard video is a great example of our efforts on this front. Digital as a medium grabs maximum eyeballs, more so with respect to generating shareable content that audiences can relate to and has scope to go viral. This not just leaves an impression on the viewer, but also helps in driving purchase intent. Digital has become the driver of most brand campaigns and this is only slated to grow.”

     

  • This festive season, every loan taken from SBI will be named as a hope loan

    DDB Mudra West creates multimedia campaign to promote SBI Hope Loans

    By A Correspondent

     

    This festive season, every loan taken from State Bank of India will be named as a hope loan because for every loan taken from the bank, the brand will make some donations to the NGOs.

     

    The communication for this has been created by DDB Mudra West aspires to showcase this product proposition in the best light but also help mobilise consumer participation. A film led multimedia campaign has been drafted which showcases what a loan means to a person. With this campaign, the agency intends to reposition SBI loans as loans that activate hope, not only for an individual but for the larger society – making hope and happiness infectious.

     

    The one-minute film takes the viewers through a montage of the progress in areas of education, health, energy, women empowerment that would be possible because of a loan taken from SBI.

     

    Speakinging on the campaign, Rajnish Kumar, Managing Director, SBI said, “SBI Hope Loans is a novel campaign designed by us to appeal to both the heart and mind of prospective customers. This is an effort from SBI to give customers an opportunity to be the hope for people from under privileged sections of the society. For every Home, Auto or Personal loan disbursed, SBI will donate Rs. 100 per loan to NGOs working in areas of education, health, mobility solutions and clean environment.  Early feedback on our advertising campaign has been very encouraging. We hope to spread the festive cheer to as many fellow citizens.”

     

    Added Rahul Mathew, Creative Head, DDB Mudra West, “A loan has great power. It can change your life and everything in it. It gives you the feeling of moving forward, both physically and mentally. So imagine the power of a loan that changes the life of not just the taker but of those around. A loan that can move the lives of the less privileged forward as well. That’s the power we wanted to unleash with the concept of hope loans.”

     

  • The mascot is named Crispy and he elucidates the brand ethos of premium quality and ten exotic flavours

    Crispy to work his magic for Cornitos

    By A Correspondent

     

    Cornitos, the flagship brand of Greendots Health food Ltd, has rolled out its new brand campaign announcing the launch of its mascot. The mascot has been conceived and developed by Olstream. The mascot is named Crispy and he elucidates the brand ethos of premium quality and ten exotic flavours.

     

    Commenting on the launch, Vikram Aggarwal, Director of Greendot Health Foods Limited, said “With the unveiling of our maiden mascot Cornitos unfolds an exciting new chapter in its growth trajectory. The mascot has been designed to strengthen the brand connect and accelerate the company’s growth further. We hope this will help us build recall value in the minds of the masses and will also increase the reach of the brand.”

     

  • Keeping the temples at Hampi, Gujarat, and Bhubaneshwar, as muses, Tanishq took its designs a notch higher with its new Diwali collection, Shubham

    Lowe Lintas Bangalore executes Outdoor & Print activity for Tanishq Shubham

    By A Correspondent

     

    Tanishq has launched a high-decibel integrated campaign with emphasis on print and oututdoor. Apart from its push on television, Tanishq has tapped several cities to execute the activity across India.

     

    Commenting on the initiative, Deepika Tewari, General Manager, Marketing, Tanishq said, “Tanishq always looks forward to Diwali because it’s the biggest time for our customers. Gold is an extremely integral part of Diwali and, with the Shubham collection, Tanishq aims at owning the Diwali space. The collection, inspired by some beautiful temples across India, has been especially crafted for those who love tradition and look for beautiful, contemporary designs. The new campaign by Lowe Lintas brings alive the traditions associated with the festival, as well as the inspiration; and we hope that everyone has a very ‘Tanishqwali Diwali’ this year.”

     

    Added Rajesh Ramaswamy, Executive Director, LoweLintas Bangalore, “We just wanted to bring out the essence of the jewellery and the idea of auspiciousness;”

     

    The outdoor and print leg of the campaigns comprises over 300 hoardings in 25 cities and over 500 insertions nationwide. Also, the video film which has also been conceptualised by Lowe Lintas Bangalore, is being aired on social channels and on television.

     

  • The digital film showcases 'Shaadi by Marriott' and highlights the bond that exists between the quintessential Indian bride and her older man

    Marriott India unveils its new wedding campaign ‘Letters to Dad’

    By A Correspondent

     

    Marriott Hotels has unveiled its new campaign for the its weddings offering. Dubbed ‘Letters to Dad’, the digital film encompasses the many moods and moments experienced by a bride over the course of her wedding, and highlights one of the most important and endearing relationships in her life – the one shared with her father.

     

    As the bride goes through a series of letters she’s written to her dad over the years, all carefully preserved, his unwavering support through every obstacle she’s faced overwhelms her. The emotions of childhood, the pain of growing up years, the little conversations she had penned down to her dad, the bow-tie she gifted him, which he never wore till her sangeet and cocktail night, all come back to her. Reminiscing at the letters and the memories associated with them, the bride readies herself for her big day, with the assurance that her father will always be watching out for her.

     

    The ‘Shaadi by Marriott’ digital campaign celebrates the relationships and sentiments that highlight Indian weddings; it aims to showcase key properties as wedding destinations that will cater to every detail that goes into the making a dream wedding.

     

  • New logo and tagline – 'Let's Create' symbolises the joy of creating beautiful homes with Urban Ladder

    Urban Ladder strengthens brand identity with new credo

    By A Correspondent

     

    Urban Ladder has recreated the brand’s identity with a new logo and tagline – ‘Let’s Create’. It symbolises the process of creating a beautiful home with Urban Ladder, a process of collaborative creation. The brand wants every individual to unleash their creative side, starting with their home to make it unique and personal.

     

    The new logo depicts the four walls of an empty room. Like a canvas, it’s brimming with possibilities. Orange is the colour of creativity and joy. The blend of bright hues capture the energy and passion that accompanies the act of creation. The logo encourages every individual to bring out the artist in them, hoping to inspire customers to create something new every time they look at the logo.

     

    The new brand identity also reflects the philosophy that will define the brand’s strategy going forward “You’ll see us live this philosophy in many ways. Our new lines of products will reflect the changing sensibilities. We will launch new experiences and technologies that let every individual play designer. Also, a new look and voice that reflects our renewed purpose,” said Sanjay Gupta, Chief Marketing Officer, Urban Ladder. The new logo and brand identity has been developed in-house by Urban Ladder’s creative and brand team.

     

    Meanwhile, the e-tailer is now opening up new distribution channels to reach out to new customers.  “In the past we have feared dilution of brand Urban Ladder on other distribution channels which are not controlled and owned by us. But all the work on distinctive product design and an excellent customer experience will now ensure that the brand experience will be very consistent across different platforms. Today it is easy for our customers to walk into a friend’s home and identify an Urban Ladder product from a distance. That is the level of coherence and consistency we want the brand to have. Our new brand identity and brand purpose will help us achieve that across many new platforms and touchpoints,” said Ashish Goel, CEO and Co-founder, Urban Ladder.

     

  • Enliven the concept of bathing with 'Melt the day away'

    Jaguar reignites pleasures of bathing in latest TVC

    By A Correspondent

     

    Jaquar Group, the leading bathing solutions company with presence across 30 countries has launched a new TVC to “reignite the pleasures of bathing”. The TVC aims to reach out to premium audiences with global sensibilities by showcasing a redefined bathing experience with the power of a shower.

     

    The campaign’s objective is to help rediscover a bathing experience through a fresh take on bathing as a daily ritual for experiential stress bursting. It intends to highlight the power of innovative, technologically enhanced Jaquar products creating desirability and aspiration towards more.

     

    Commenting on the campaign, Sandeep Shukla, Head – Marketing Communications, said, “Jaquar Group believes in creating products for patrons who seek to engage with water in exciting new ways that can energise their lives even in personal spaces. Through our new commercial we want consumers to connect with Jaquar Group’s world-class products and rediscover the simple pleasures of experiential bathing.”

     

    Said Ashish Khazanchi, Creative Director of the campaign and Managing Partner, Enormous Brands: “The new age products from Jaquar elevate the mundane experience of bathing to a level never experienced before. We wanted to turn this functional benefit into an emotional benefit. The opportunity was the undifferentiated category clutter and the sameness of executions across brands. We found the fit in the Indian concept of ‘shuddhi’, when one takes a bath one sheds the remains of the day.”

     

  • Faralcha Parcel captures the longing of a daughter to be back home with her father on the eve of Diwali

    Brand Pickle executes digital project for ‘Suhana Masale’

    By A Correspondent

     

    Brand Pickle has unveiled a film titled ‘Faralcha Parcel’ for Suhana Masale.

     

    A brainchild of Pune-based Setu Advertising, Brand Pickle curates and executes brand stories digital video platforms.

     

    The film captures the longing of a daughter who is abroad to be back home with her father on the eve of Diwali.  The idea behind the film was to take something like faral or snack parcels and find an emotional connect with audiences.