MxMIndia

Category: PRODUCTS

  • The #aagebadho campaign went live on Monday, November 21

    DSP BlackRock MF unveils new investor education campaign

     

     

    DSP BlackRock Investment Managers Pvt Ltd announced the launch of its new multi-platform investor education campaign ‘Aap thoda karoge, bahut aage badhoge’.

     

    Conceptualised by Publicis Capital, the ad campaign aims at encouraging people to spend time to take informed investment decisions and empower themselves with the right knowledge or guidance to do so. The campaign uses humor to bring out how people typically behave and showcases their thought processes to cleverly bring out a simple insight.

     

    Said Aditi Kothari Desai, Head – Sales, E-Business and Marketing at DSP BlackRock Mutual Fund: “As a digital-focused asset management firm, DSP BlackRock is committed to helping the maximum number of Indians become smarter investors by helping them make better informed decisions about their money and investing.. Our hard-hitting advertisements across various topics will help our audience think about the need for investing and about mutual funds and hopefully inspire them to make a start today.”

     

  • In India, open defecation is a well-established traditional practice deeply ingrained from early childhood

    Ogilvy Delhi promotes Swachh Bharat Mission to tackle open defecation

    By A Correspondent

     

    Ogilvy Delhi has launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key ills to curb is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

     

    Amitabh Bachchan has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that it needed to stay away from messaging and protagonists that came across as preachy. Therefore ‘Bachchanji’ was used in this campaign to make it memorable and interesting.

     

    Said Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia: “Open defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy.   We have worked with Mr Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.”

     

    Added Ajay Gahlaut, ECD, Ogilvy Group Companies, North: “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Mr Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers.”

     

  • The central theme of the campaign is to empower women that they make their own choices

    Imara fashions a new brand campaign for A/W 16

    By A Correspondent

     

    Imara, the celebrity fashion line founded by Universal Sportsbiz Pvt. Ltd (USPL) has launched ‘Fashion your own world’, its latest national brand campaign on the launch of its A/W 16 collection. The AW 16 Imara collection emphasises on the fact “you create your world.”

     

    The imagery draws inspiration from nature – the visuals transport Shraddha Kapoor, the brand ambassador to the lands of oysters, butterflies and fireflies. The central theme of the campaign is to empower women that they make their own choices and should stick to it and never let anyone ever influence their life changing decisions. The campaign consists of three visual narratives. Each of these narratives depicts Shraddha in various avatars, confident and fearless. The message is for the contemporary women – to be confident, have an opinion, and to stand up for one’s own belief system.

     

    Commented Anjana Reddy, CEO, Universal Sportsbiz:  “Imara has carved out a space for itself with breathtaking imagery that celebrates the power of women who live life on their own terms. This season, we continue Imara’s journey with Shraddha Kapoor, showing the Imara woman fashioning her own world.”

     

    Said Orko Basu, Creative Director, Fisheye, the creative agency which manages Imara: “The spirit of Imara has always manifested itself in strong women. For Autumn/Winter 2016, we decided to focus on festive, celebratory images that showcase Shraddha Kapoor using nature to bring light and joy to the world around her.”

     

  • The initiative has been conceptualised and created by Leo Burnett India. A film featuring war veterans went live on November 26

    Fortis Healthcare and war veterans have #MoreToGive for organ donation

    By A Correspondent

     

    Leading hospital chain Fortis Healthcare has pledged itself to champion the cause of organ donation with a new campaign ‘#MoreToGive’. The initiative has been conceptualised and created by Leo Burnett India. A film featuring war veterans went live on November 26.

     

    Elaborating on Fortis Healthcare’s pledge to the Organ Donation cause, Gaurav Dudeja, Head of Marketing said: “Fortis was set up with the higher purpose of saving and enriching lives, and upholding that purpose is an ongoing journey for us. It therefore puts a moral responsibility on us to bring about a change in the Organ Donation culture in India…. We believe that change like this can only be made possible by a hard-hitting and powerful dig at people’s conscience.”

     

    Speaking about the idea behind the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “An acute organ crisis in a country of over a billion people just doesn’t add up at all. We, and Fortis, saw an opportunity to step in and make Indians aware of how it takes just a few people to inspire millions of people, who in turn will inspire millions. Army men and war veterans are looked at as the pinnacle of sacrifice in our country; we really don’t have an excuse not to pledge our organs, if they can despite having done so much already. I am glad that we could partner Fortis in this vital cause.”

     

  • The campaign hits on the problem of failing deodorants and the resulting emergence of body odour during the day

    DigitasLBi unveils latest campaign for Nivea Men

    By A Correspondent

     

    Nivea Men kicked off its new campaign #CoveringUpFails with a humorous take on a spy’s undercover mission, to highlight the importance of solving the problem of body odour instead of just covering it up.

     

    In a category that’s cluttered with tales of the superficial strength of fragrances, Nivea Men continues to challenge norms and differentiate itself as an actual solution provider. The campaign hits on the problem of failing deodorants and the resulting emergence of body odour during the day.

     

    Said Sunil Gadgil, Marketing Director, Nivea India: “The Indian consumers’ attitude towards body odour is ‘Not my problem’. The aim of this campaign is to create relevance of body odour for consumers without triggering their defence mechanism of ‘Not for me’. This film is part of a series of films created by Nivea India to seed the practice of ‘Odour control at the source’ aimed at consumers with the habit of spraying a fragrance on their shirt for masking the odour.”

     

    Added Akshat Bhardwaj, Creative Director, DigitasLBi, India: “We had a powerful proposition in place –ordinary deodorants just cover up body odour and don’t get rid of it. So, we thought that it would be great fun to bring this out by riding on the image of a popular culture icon (Agent Double O Seven), and inserting a body odour situation into one of his undercover missions.”

     

  • The campaign that has been conceptualized by Lowe Lintas Kolkata, comprises a video film and other traditional assets like outdoor and print

    Veedol assures consumers how to stay modern in latest campaign

    By A Correspondent

     

    Veedol has unveiled its latest campaign that celebrates evolution through a powerful thought – the tradition of staying modern. The objective is to reinforce Veedol’s unique position in the tractor lube market – a heritage brand that has continually kept in step with changing technologies.

     

    The campaign that has been conceptualised by Lowe Lintas Kolkata, comprises a video film and other traditional assets like outdoor and print. It has been launched in the Southern markets of India initially and will be rolled out across other states soon.

     

    Commenting on the campaign thought, J Ramesh, Executive Director, Tide Water Oil Co (India) Limited said, “Veedol has been a pioneering brand in tractor oils and greases, with a strong market presence over decades. Veedol continues to have excellent equity in traditional tractor markets in India. This campaign leverages Veedol’s heritage while reinforcing its core value of continual reinvention to keep in step with changing technologies.”

     

    Adding his thoughts on the campaign idea, DK Guha, Executive Director, LoweLintas Kolkata said: “The challenge for the agency was to leverage Veedol’s heritage in the tractor oil segment on the one hand while highlighting its modernity on the other. This evolved into an interesting idea that finally became the core of the campaign.”

     

    Explaining the creative thought process behind the campaign, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said, “Veedol, over the decades, have been so consistently improving their products in stride with the development of modern-day tractors – it’s almost become a ‘tradition’.And hence ‘Modern rehne ki ek Parampara’.”

     

  • The new campaign talks of how the city is poised to take off and how this is an opportune moment for people to be a part of it

    Lodha partners with FCB Interface for Palava City campaign

    By A Correspondent

     

    The Lodha Group has brought FCB Interface on board as communications and strategy partner for its Palava City campaign. The new campaign talks of how the city is poised to take off and how this is an opportune moment for people to be a part of it.

     

    Said Joe Thaliath, Chief Executive Officer, FCB Interface: “We are thrilled to partner with the Lodha Group for their remarkable project-Palava city. This is a unique opportunity for us to create a behavioural change and introduce a new way of living across touchpoints for the brand by attempting something new and breaking the monotony. To achieve this, we aim to reskin the city living mindset by taking it back to the core and then project the future living side of it; and this is what excited us to associate with the brand.”

     

    On the strategic partnership, Shaishav Dharia, Regional CEO, Lodha Group said, “We are humbled by the relentless confidence and faith of the 25,000 families in Palava, as it celebrates new milestones in its journey of providing a better urban environment to its citizens. We believe that FCB Interface, as our partner, will be able to communicate our philosophy and vision for the city.”

     

    Added Robby Matthew, Chief Creative Officer, FCB Interface: “Palava’s stated intent is to become one of the most liveable cities in the world. And it is already more than half way there. The new campaign simply tries to bring this alive.”

     

  • The account will be handled out of the agency's Bengaluru office

    Publicis wins Kingfisher Ultra Max account

    By A Correspondent

     

    Publicis has announced that it has been awarded UB’s Kingfisher Ultra Max. The account will be handled out of the agency’s Bengaluru office. KF Ultra Max was launched in 2014 and JWT is the incumbent agency.

     

    Said Samar Singh Sheikhawat, Senior VP – marketing, United Breweries: “Having partnered with Publicis for a year now we have seen exceptional work done on the Heineken brand. From there it was a natural progression to enhance the scope of our engagement with this outstanding communications partner. We are delighted to partner with them on the KF Ultra Max brand, which is one of the fastest growing brands in our portfolio. We believe the agency will bring their strategic vision and creative clarity to further drive traction and business growth for the brand”

     

    Added Nakul Chopra, CEO, Publicis South Asia: “There is no better accolade for us than when an existing client awards more brands to us. We are both humbled and honoured. I am sure our teams will only work harder to partner them towards more & more success.

     

    Said Paritosh Srivastava, COO, Publicis Ambience on the win: “Kingfisher is an iconic brand and a giant in the alcobev industry, we are thrilled to work on its high potential variant Ultra Max. The team in Bengaluru led by Theresa Ronnie has done a great job on Heineken and made the decision in our favour easier. We respect the client for creating a great product and having a sharp vision for it. We’re confident that our work will get KF Ultra Max a disproportionate share of the fast growing super premium strong beer segment”

     

  • Filled with quotes, match-cuts, high-octane shots and electric music, the commercial is all set to get the pulse racing

    Dentsu unveils latest spot for Maruti Suzuki Swift

    By A Correspondent

     

    Maruti Suzuki Swift has unveiled a new brand campaign that celebrates the idea of ‘Push your limits’. Using personalities like Vijender Singh, AB de Villiers, and the man who jumped out of a plane without a parachute, Luke Aikins, Swift wants to tell the world that only those who go the extra mile inspire people, not the ordinary.

     

    The brand plans to launch and embed this philosophy with an action-packed TVC. Said R S Kalsi, Executive Director, Marketing & Sales, Maruti Suzuki: “Since the last two years Maruti Suzuki has made a definitive shift in its offerings and positioning in India. Today, we have a host of new offering which are at par with international products all the while making them more relevant for the Indian consumer today… With Swift being one of our star brands, it was important we bring in the sheen and attention back on the brand. The new commercial is just the right step on that route, where we bring in the dynamism on to Swift in a way like never done before.”

     

    Said Anupama Ramaswamy, Executive Creative Director, Dentsu Impact:  “With the new campaign of ‘Push Your Limits’, we aim to go beyond the mundane ‘product-talk’. It’s an attitude that symbolises the people who drive the car, those who challenge and push themselves. And that’s why the personalities shown in the commercial are not your regular models, but heroes who inspire. The car moves exactly like them in the commercial while the match-cut editing maintains the tempo and adrenaline rush from the word ‘go’.”

     

  • To Mark World AIDS Day, Durex calls for people to use and share the "Umbrella with Raindrops" emoji on social media to help raise awareness of the risks associated with unprotected sex

    ‘Umbrella with raindrops’ the new emoji to discuss safe sex

    By A Correspondent

     

    Leading condom brand Durex has announced ‘umbrella with raindrops’as the overwhelming choice (23.3 per cent)in a global poll to find the unofficial safe sex emoji.Shockingly, almost half of 16-35 year olds think that HIV is not something that could ever affect them despite the fact that every 30 seconds a young person is infected with HIV.

     

    The unveiling of an unofficial safe sex emoji is the latest move in Durex’s ongoing #CondomEmoji campaign which calls for Unicode to put a safe sex emoji on every smartphone in the world in order to help young people communicate about safe sex more easily.

     

    Said Durex Global Category Director, Volker Sydow: “Until Unicoderecognises the need for a Condom Emoji and reverse its decision to put a safe sex emoji on every smartphone across the globe, we must continue to  demonstrate that there is the desire for such a thing.  We believe thenaming of “Umbrella with Raindrops” as the unofficial safe sex emoji will be a significant step towards helping young people put safe sex back on the agenda. We are asking people to show their support for the cause on World AIDS Day 2016 by using this unofficial safe sex emoji and the hashtag #CondomEmoji.”

     

  • Ad features superstar and brand ambassador Shah Rukh Khan

    Kansai Nerolac celebrates the magic of HD in latest campaign

    By A Correspondent

     

    Kansai Nerolac Paints has released a new campaign for the Impressions range of HD paints starring its brand ambassador Shah Rukh Khan. The ad highlights the common practice of inviting people home to win them over.

     

    Speaking about the new TVC, Anuj Jain, Director, Decorative Division, Kansai Nerolac Paints Ltd, said: “Our homes are the backdrop for celebrations and the true reflection of our character. We culturally gravitate towards inviting people we want to please or build lasting relationships with, to our homes. A key factor that influences this decision is the appearance of our homes.An impressive home multiplies our confidence manifold. This is where Nerolac’s Impressions range of high definition paints for home interiors works its magic.”

     

    Added Surjo Dutt, National Creative Director, FCB Ulka: “I looked at the new campaign as an opportunity to open doors and extend a warm welcome to the world to come and experience the magic of Nerolac Impressions HD paints; hence the thought ‘Ghar Bula Ke To Dekho’. What better way to reach out to the audience than narrate a story that they can relate to? SRK of course leverages our objective and adds to the effectiveness of the TVC.”

     

  • Conceptualised by WATConsult, these 20 short videos are based on trending topics

    DBS Bank unveils multiple videos on YouTube

    By A Correspondent

     

    DBS has collaborated with José Covaco, an internet celebrity, for a series of 20 intriguing and funny videos as part of their campaign #LiveMoreBankLess. The video series, a first of its kind within the BFSI sector, is a part of DBS Bank’s association with the movie ‘Sachin: A Billion Dreams’ digital campaign.

     

    The videos, conceptualised by WATConsult have a witty take on popular topics like Bollywood, daily soaps, sports and technology.  Speaking on the campaign, Sheran Mehra, Head – Group Strategic Marketing and Corporate Communications, DBS Bank said, “Over the last couple of years, we have strived to break clutter and communicate our messages in an unconventional way. Content is the most trending word in marketing. Whilst everyone is speaking about content, the most important aspect is ‘being relevant’. Therefore being a part of a person’s day to day consumption of content is where the opportunity lies. Contextual pre-roll videos on trending topics infused with brand and product messaging has helped us present content in an interesting way. We are extremely pleased by the initial traction these videos have generated for us.”

     

    Added Rajiv Dingra, Founder and CEO, WATConsult: “With comedy being the most watched genre online, we conceptualized an exciting video series for this campaign with Jose. Contextually targeted media buying helped elevate the experience of these videos that infuse trending topics and banking features in a light-hearted manner.”