By A Correspondent
Usha International (UIL) has announced the appointment Jayati Singh as Vice President-Marketing for Cooking Appliances and Sewing Machines. She will manage end-to-end marketing, product roadmap and portfolio development for the two categories.
Before joining Usha Internatioal, she has worked with Procter and Gamble and Philips India.
By A Correspondent
Footwear major Relaxo has undertaken a rebranding mandating Elephant with the task. Explaining the reasons behind the rebranding exercise of the 40-odd-year-old brand, Gaurav Dua, Executive Director, Relaxo Footwear Ltd said: “With a strong legacy of success and leadership, it was our responsibility to build a future-ready brand Relaxo. We are an ever-evolving brand that has stayed true to the core values of being reliable & approachable across India. With the rebranding exercise, we have also infused youthful and transformational spirit that is important for the growth of internal and external stakeholders of the brand. Elephant, our brand building partners, have played an immensely significant role in bringing our core values to life. I can proudly say that we collaborated with the right partners who understood our ethos and our brand’s value proposition. They will continue to help us deliver seamless brand experience to our customers in times to come.â€
Added Ashwini Deshpande, co-founder & director of Elephant, the rebranding agency says “Relaxo rebranding exercise involved validation of current values of being reliable & approachable while seeking newer dimensions to reiterate the brand’s leadership. In keeping with the evolving consumers & new-age products, we have built the new Relaxo visual identity with a wave of positive transformation. Brand’s dynamism is embodied by forward slanting letters in Berry Blue with Sunny Yellow swoosh flowing across. The swoosh stands for wave of transformation, optimism and positive growth. All brand applications are being created with an ownable visual language and will be evident in the coming weeks across products, print, retail and online presence”
By A Correspondent
Samsung India has launched a nationwide television and digital campaign showcasing its initiative to take customer service to the doorsteps of consumers in the hinterlands.
The new campaign — conceptualised by Cheil India and unveiled across 50 television channels supported by print, across cities and digital – showcases the journey of a young Samsung engineer, who is on his way to provide the services in a remote village in India. The commercial underlines Samsung’s vision of creating long lasting relationship with itsconsumers through timely service.
“In the last 21 years in India, Samsung has grown to become the largest consumer electronics and mobile phones brand in India. With a wide portfolio of products that are sold across India through more than 150,000 retail outlets, Samsung also has a strong pan India service network. Our new initiative of expanding to rural India, right upto the taluka level, helps us in taking care of our valued customers, wherever they are. The new campaign video gives a glimpse of yet another initiative towards our ‘Make for India’ commitment. We are very happy to receive an overwhelming response from consumers across India, who have given a big thumbs up to the campaign with around 13 million views on YouTube in just 96 hours,†said Ranjivjit Singh, Chief Marketing Officer, Samsung India.
Added Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India:  “Samsung is without doubt at the cutting edge of technology. But even the most advanced products need some TLC once in a while. While others might expect you to visit their service centres, Samsung visits you instead. That’s the measure of Samsung’s emotional investment in its customers. I am glad that the film adequately captures this warmth and commitment while balancing the rational demands of the brief.â€
By A Correspondent
Those who love GIFs (Graphics Interchange Format) on the internet are sure to KFC’s new TV commercials. KFC India has launched a series of 10-second TV commercials in GIF-like format to promote its Wednesday special offer of 10 pieces of hot and crispy chicken for only Rs 400. The TVCs are quirky short videos that use tongue-in-cheek humour to communicate the brand’s value proposition.
Commenting on the launch of the disruptive GIF TVC series, Lluis Ruiz Ribot, Chief Marketing Officer, KFC India said:“GIFs have become a means of communication that young consumers are using at nearly every point of digital conversation. It is a more engaging, amusing and human format of communication and they draw an instant connect with consumers. For this campaign, we wanted to create something that would be disruptive and also be shareable – and these quick GIF-inspired TVCs do just that!â€
By A Correspondent
Pepperfry.com has unveiled a new marketing campaign to celebrate its fifth anniversary. And it is doing this byoffering discount of up to 50 per cent off plus 10 per cent cashback to consumers.
The campaign is being aired across a bouquet of Entertainment, Movies, English Infotainment, and Lifestyle channels and select Hindi GEC HD channels/properties and regional channels. The total outlay for the campaign is Rs 5 cr. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, and Facebook.
Talking about the campaign KashyapVadapalli, CMO, Pepperfry, said, “A 5th anniversary for a startup in a key milestone. We feel proud to be one of the very few start-ups that have gone from strength to strength in each year of our existence. Our brand is universally recognised and well-loved among our TG, this gives us great joy and we want to share it with our consumersâ€.
By A Correspondent
Maxus has partnered with Big FM to co-create and conceptualize a powerful radio campaign for Sonata’s newly launched safety watch ACT– App-Enabled Coordinates Tracker, designed exclusively for women. The watch has a button placed at the 8’clock position which when double clicked sends distress alarms to 10 designated guardians. Keeping in line the safety features and uniqueness of the watch, an innovative three-tiered campaign using radio as a medium was executed in 21 cities.
The very first phase included time checks sponsored by Sonata; as time-checks have a synergistic fit with the 8‘o’clock button awareness generation. The second phase comprised of conversations with some of the great Indian women achievers like Sakshi Malik, Saundarya Rajesh, Sujitha Bora, Tashi & Nungshi, Deepa Malik, Sneha Mohandass and many more with RJ Richa Anirudh on a show titled as ‘ManzilPeNazar’, bringing alive their stories of courage and achievement. In the third phase, Big FM will be shifting their studios at various on-ground public locations and bringing in 12 hours live programming from 8 pm – 8 am with an all-female crew. This first of its kind activity will take place across five metros – Mumbai, Delhi, Kolkata, Bangalore and Chennai, from January 4th till January 7th, 2017.
Elaborating on the campaign, Sanchayeeta Verma - Managing Partner, Maxus South Asia, South India said, “Sonata ACT is a smart watch with a purpose, enabling women to courageously follow their dreams. Safety is a need for every woman and concerns not only her, but her family and colleagues as well. However, we also noticed a low adoption of current safety options and realized that we needed de-mystification of the technology, create a wave of collective participation from women to corporates, and build a habit of mindfulness and usage. To do this we needed a platform with relatable real-life people & generate momentum. Our effectiveness studies have shown high ROI for radio. The medium not only helps participation and engagement, but also offers significant digital platforms and multimedia amplification. We therefore worked at creating this unique and mega-scale initiative with Big FM that we believe will show great results.â€
Talking about the initiative Suparna Mitra- Chief Marketing Officer – watches and accessories, Titan Company Ltd. said, “In India, safety is a huge concern for women and their families. As Indian women are evolving and progressing to take on more challenges, we realized there is a huge market for a safety watch which will help women pursue their dreams. With Sonata ACT, we want to bring alive an element of courage and passion. Uniquely priced between Rs. 2,749/- to Rs. 2,999/-, Sonata ACT cuts across all demographics. It is a break-through product from Sonata and our aim is to reach out to every woman and benefit as many consumers through our communication activitiesâ€.
Commenting on the partnership, Tarun Katial, CEO, BIG Network said, “We at 92.7 BIG FM, are thrilled about the initiative that Sonata has implemented on a large scale as part of the brand launching a line of safety watches called ‘ACT-App-Enabled Coordinates Tracker’. There are plenty of inspiring stories about women that deserve to be told, and with Sonata ACT we are promoting their unstoppable spirit.â€
By A Correspondent
Leading the longest chain of ‘hellos’ on World Hello Day (November 21), Moto urged people to reconnect with their loved ones through its #SayHello campaign and start a conversation they have been holding on to for a while. The idea was to bridge the gap of physical distance between people and encourage them to explore the power and warmth of greeting someone.
The campaign witnessed massive participation across the globe and with 18 countries being a part of it, the activity generated 186 million+ impressions, 26 million reach, 340K social engagements by consumers across Moto’s social media channels. In India, the #SayHello campaign trended on twitter for straight 11 hours on that day with 24,000+ tweets.
The campaign kicked off with a YouTube video on Moto’s official page and registered good attention by consumers. On Youtube alone, the video garnered more than 600,000 plus views globally in one day. As part of the campaign, the video was displayed at 12 PVR multiplex screens in the top four metros in India.
Said Rachna Lather, Marketing Head, Motorola Mobility India and Lenovo Mobile Business Group India on the campaign, “Moto is a pioneer of mobile telephony and the easiest, most convenient way to connect is to say ‘hello’. Given the power of social media in today’s day and age, we wanted to re-kindle that simple act of saying Hello to re-connect. We are super glad that we could initiate a global campaign from India and reach millions and help bringing them closer from across the globe.â€
“Social media is a huge part of our culture and allows us to generate discussion and increase conversations, building community and e-connectivity with people around the globe. We are always a part of people’s celebration be it festivals or special days and through Say Hello campaign, we have reached out to people and urged them to connect and bridge the physical distance with a simple hello,†said SimranDhindsa, Digital Marketing head, Asia Pacific, Lenovo MBG
ALT Balaji has roped in marketing veteran Manav Sethi as its Chief Marketing Officer. Sethi will be overseeing the company’s entire communications strategy in India and international markets.
Said Sameer Nair, Group CEO, Balaji Telefilms: “Manav is ideally suited to support the vision we’re working towards at ALT Balaji. We are looking forward to harnessing his experience and expertise as we launch, grow and expand our footing. Manav’s role will cover a wide array of activities including Marketing and Communications, and we look forward to his leadership in shaping our journeyâ€
“We are delighted to add such an experienced resource to the ALT Balaji family. Manav not only comes with a vast experience in the field but also will add a new layer and dynamism to the team, we think. I’m sure he will only complement to our venture of creating a solid and valuable brandâ€, added Nachiket Pantvaidya, CEO, ALT Balaji.
Commented Sethi: “It’s an exciting time in the digital space and to be a part of a company since its launch always adds to the excitement. I’m looking forward to playing a part in this journey towards making ALT Balaji one of India’s leading brands”
Leading global smartphone brand Gionee reports netting 1.2 crore customers in India. To celebrate this, it has announced ace cricketer and Captain of the Indian cricket team ViratKohli as its new brand ambassador. Kohli will soon be seen in the upcoming campaign of Gionee, and will also be actively involved in a host of innovative marketing and customer experience initiatives of the brand. Gionee had roped in actor Alia Bhatt as its brand ambassador a few months ago and Kohli will be joining her in helping the brand touch newer heights.
On the partnership, Arvind R Vohra, Country CEO & MD, Gionee India said: “India is one of the fastest growing young economies in the world and Gionee takes immense pride in having India’s biggest youth icons ViratKohli and Alia Bhatt as its brand endorsers. With the two of the most loved icons in India our motto of Making Smiles is bound to create a new benchmark across billions of young hearts.â€
On the association, Kohli said: “I play my game with dignity and passion and apply the same rule in choosing my partnerships. Gionee comes across as a brand that is fueled by passion, determination and focus to innovate and perform and with all of this have its heart in the right place by giving back to society. Thus, I feel and believe that this association will go a long way. I am very excited to start this journey with Gionee.â€
Videocon d2h has now added Telugu religious channel Aradhana on its bouquet and is now available on Ch No. 745. With this addition, Videocon d2h now offers 47 Telugu channels and services.
Said SaurabhDhoot, Executive Director, Videocon d2h: “The addition of this channel strengthens our Telugu content. With the digitisation of TV viewing in rural markets, regional and local content is what we are now focusing on.”
Added Anil Khera, CEO Videocon d2h: “We are providing a varied mix of channels and services catering to a much wider audience base. Aradhana has been added taking our Telugu channel offerings to 47 Channels & services. With this channel we expect to strengthen our leadership position among followers of the Christianity faith.â€
Marimbula, a gourmet syrup brand with a range of exotic Indian and International flavors handed its digital mandates to FruitBowl Digital following a multi-agency pitch. Speaking on the win, Faisal Amin, one of the co-founders at FruitBowl Digital, said, “We are delighted and thrilled to partner with Marimbula. In the digitally connected world, you need expertise with digital innovations. We look forward to co-creating inventive campaigns and deliver Marimbula’s short and long-term brand objectives.”
“We have evolved from whole-spice traders to one of India’s largest Seasoning, Beverages and Flavor brands. Accrediting Fruit Bowl holds more impact digitally for Marimbula. We are thrilled to credit impressive campaigns and designs from them,†said Vikas Arora, Senior Manager, Marimbula Beverage Solutions.
VKL is the flagship company of Kanji Morarji Group (Mumbai), a USD 250 Million entity
Nissan Motor India Private Ltd has announced the appointment of Abhishek Mahapatra as Head of Communications & CSR, effective immediately. Mahapatra will lead all of Nissan’s communications in India, including product, corporate and plant communications, and CSR activities, as the company continues to strengthen its business operations toward further growth.Mahapatrawill reports to Guillaume Sicard, President, Nissan India Operations.
“I am delighted to announce that Abhishek Mahapatra has joined Nissan India as the Head of Communications and CSR. Abhishek will be responsible for directing the company’s public relations efforts for the Nissan and Datsun brands, our CSR and plant communications, and for leading the communications team. A proven integrated marketing and communications professional, his wide-ranging global experience in the automotive sector will enrich our Communications function and help advance our business growth here in India,†said Sicard.
Mahapatra brings over 14 years of experience gained at major automotive-sector communications functions and public relations agencies with communications activities in India, the Middle East, China, and Asia-Pacific. Before joining Nissan, most recently he was Head of Communications at Uber India. Prior to that, he held several key positions at Ford Motor Company Asia Pacific, leading Ford Smart Mobility, passenger car and technology communications.