MxMIndia

Category: PRODUCTS

  • The campaign invites the whole nation to come forward and send their wishes to the Indian Armed Forces

    LG’s #KarSalaam initiative to salute the spirit of the Indian soldiers

    By A Correspondent

     

    Consumer durable major, LG Electronics India Limited is going to celebrate this 68th Republic Year of the country, with the launch of the #KarSalaam initiative, dedicated to Indian soldiers. The campaign invites the whole nation to come forward and send their wishes to the Indian Armed Forces.

     

    Through this initiative, LG will salute the soldiers’ spirit of selfless contribution and service towards the country. LG is committed to walk the extra mile, providing a good life to the citizens of India. Accordingly, the company will extend their support and solidarity to our soldiers who play a great role in ensuring that we lead a fearless and good life in this country.

     

    At the launch of this campaign, Amit Gujral, Head – Corporate Marketing, LG Electronics India said, “We salute the spirit of our soldiers who valiantly give up their life to protect the country but hardly find an opportunity to reach out to them. Therefore, we took this initiative to bring together the citizens of India to express their gratitude to our soldiers. The selfless devotion our armed forces calls for adulation and what could be a better occasion than this Republic Day. We invite all to pour their heart out and leave no barriers to reach out to them. As a small token of our effort to salute the spirit of India,  LG will contribute a certain amount to the National Defence Fund and our citizens’ wishes will be shared with the Indian soldiers. Let’s celebrate heroism, patriotism and a good life! #KarSalaam”.

     

  • The campaign sensitizes and impels the audience to educate themselves before making key financial decisions

    Aegon Life launches #iDecide for the DIY generation

    By A Correspondent

     

    Aegon Life Insurance has launched a new digital campaign ‘#iDecide’ for the Do-It-Yourself generation. The campaign sensitises and impels the audience to educate themselves before making key financial decisions.

    Identifying the want of the DIY generation to be empowered in decision making, Aegon Life collaborated with DDB Mudra Group to create an ad campaign that promotes self-reliance in taking key decisions that affect the protection of your loved ones.

    Said Martijn de Jong, Chief Digital Officer at Aegon Life Insurance:“Our objective is simple – empowering customers to understand their needs and identifying the products that will satisfy these needs of their own accord. The theme of the campaign – #iDecide – is to sensitize the audience that a decision as big as protecting your loved ones should not be left to others. Through this campaign, we want to directly communicate with our audience and enable them to take their own financial decisions like insuring their loved ones.”

    Added Rahul Guha, President at Track DDB: “Aegon Life is not just a brand, marketing itself through the digital platforms but is a business itself that is digitally driven. This transformation in the business model has made us relook at the digital marketing solutions in a completely new way. Through a combination of digital brand content, communication & sharply targeted segment relevant communication, we are looking to empower the DIY generation to choose which protection is right for them. It is an exciting warm reboot phase in the Aegon Life journey and we look forward to being strong creative business catalysts as journeymen.”The film has been directed by PiyushRaghani and produced by Like-Minded People.

     

  • Known for his fit physique, SonuSood recommends a fruitarian diet for all

    Actor Sonu Sood appointed brand ambassador for IG International

    By A Correspondent

     

    IG International, India’s leading fresh fruit importer, has announced actor SonuSood is its official brand ambassador. An ardent fitness enthusiast and a self-confessed fruit-lover, recommends the fruitarian diet to all and doesn’t hesitate to admit that he owes his fitness and great health to fruits.

    Commenting on the launch, Tarun Arora, Director – Finance and Operations said, “We believe that a good brand ambassador who personally reflects your brand promise can help create a strong connect with consumers. We are extremely glad to welcome SonuSood as a representative of IG International. His dedication to fitness and advocacy of healthy eating habits are a perfect match with our brand personality and we are certain that with him as the face of IG International, we’ll be able to make greater strides in educating Indians about how a diet rich in fruits can benefit them over the long term.”

    “Fruits have been an integral part of my diet since childhood. Being physically fit requires not just exercising regularly, but having a healthy diet as well. A fruits-only diet is quite wholesome itself, giving all the required nutrition for your body. As a fruit-lover and fitness enthusiast, I am glad to associate with IG International, and share my personal mantra of fitness with everyone,” Sood commented.

  • The latest campaign highlights the progressive mindset of the modern Indian woman

    Titan Raga upholds the choice of motherhood

     

     

    Titan Raga has unveiled a brand campaign that conveys a strong message on the choice of motherhood. Reaffirming the campaign message of ‘Khud Se NayaRishta’, the TVC emphasizss that motherhood is a desired choice and not a sacrifice. Conceptualised by Ogilvy, the ad film has been directed by Vinil Mathew of ­­­­Breathless films.

     

    The TVC is set at a beautiful baby shower. We see a young mother-to-be speak from her heart about the kind of mother she aspires to be. She starts off with the traditional things she will not follow, often defined by society as traits of a good mother. Rather, she appreciates her own mother for being unconventional – a woman who did not give up on her life, aspirations and passions. And for that very reason, her mother is her role model, teaching her to love her life as much as she will love her newborn baby.

     

    Said Sirish Chandrashekar, Marketing Head, Titan Watches: “Titan Raga’s brand films have always reflected the Modern Indian woman’s progressive views through contexts that are relevant to her life. In this film, we explored the evolving codes of motherhood. It is about living your life fully, without being judged and knowing that being a mother is not a sacrifice, but a choice.”

     

    Added Azazul Haque, Executive Creative Director, Ogilvy & Mather: “In the new campaign, the Raga woman questions the established definitions of motherhood. We wanted to pick an insight, a subject of conversation that’s relevant to majority of modern Indian woman. The story of a young mother, inspired by her own mother who has redefined motherhood looked emotional, touching and yet an extremely strong narrative to communicate what Titan Raga stands for.”

     

  • This partnership will put in place, a much needed formal mechanism to monitor and curtail misleading advertisements in the AYUSH sector

    Ayush ministry partners ASCI to co-regulate misleading ads

     

     

    Progressing with the impetus towards supporting co-regulation in advertising, the Ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) has signed anMoU partnering with the Advertising Standards Council of India (ASCI). Addressing the cases of misleading advertisements with respect to Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy Medicines, treatment and related services, ASCI will comprehensively monitor these advertisements across print and electronic media. ASCI has been given a self-monitoring mandate by the Ministry of AYUSH to identify potentially misleading advertisement in the AYUSH sector and process complaints through its Consumer Complaints Council (CCC). The Ministry of AYUSH will also redirect complaints against misleading advertisements they receive to ASCI, which will be reviewed using ASCI’s code and guidelines. The MoU also requires ASCI to report to the Ministry of AYUSH, advertisements in potential violation of the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 and Rules thereunder as well as non-compliance of ASCI’s CCC recommendations for the Ministry of AYUSH to take further action.

     

    This partnership will put in place, a much-needed formal mechanism to monitor and curtail misleading advertisements in the AYUSH sector and will lead to effective implementation though strong support locally from the State Licencing Authorities as well as Centrally through the Ministry of AYUSH.

     

    Commenting on the partnership, Ajit M. Sharan, Secretary,  Ministry of AYUSH said: “We are happy to announce this partnership with the ASCI. It is yet another important step taken by the AYUSH ministry to ensure that Indian consumers have access to safe and effective medicine. The arrangement would also ensure that any advertisement making claims for diseases and disorders, in violation of the notification issued by our ministry for indications that have been prohibited from claiming, are immediately brought to our attention. We have entered into anMoU with ASCI to effectively weed out such advertisements so that consumers are protected from unscrupulous manufacturers selling products making false claims. This is vital for the propagation of AYUSH system of medicine within India and beyond.”

     

    Added Srinivasan K Swamy, Chairman, ASCI: “At ASCI, we have been relentlessly working to encourage self-regulation in advertising content and ensuring the protection of the interests of the consumers. AYUSH is among top three sectors where we find a high incidence of misleading advertisements and some of the advertisements in the AYUSH sector claiming treatment of certain diseases in violation of the Drugs and Magic Remedies Regulations have been a cause of concern. ASCI’s partnership with the Ministry of AYUSH will provide the necessary support to our efforts in effectively curtailing misleading advertisements in this sector.”

     

     

  • Ropes in Suniel Shetty and other fitness trainers such as Mickey Mehta, YasimKarachiwala, Ramona Braganza, Shivoham and others to share their fitness secrets

    SonyLIV unveils health & wellness content platform, LIV FIT

     

     

    SonyLIV has announced the launch of LIV FIT, a health and wellness segment on its OTT platform. From Suniel Shetty and his team of trainers to Mickey Mehta, Nawaz Modi Singhania, Yasim Karachiwala, Ramona Braganza and Satya, the attempt will be to ensure enhanced engagement with viewers that is also likely to augment and sustain their interest in meeting their diet and exercise goals.

     

    Said Uday Sodhi, EVP and Head – Digital Business, Sony Pictures Networks India Pvt Ltd: “With a keen understanding on the health situation and the need for it and health and wellness having emerged as  the most sought-after subjects for content consumption in India, we at SonyLIV decided to introduce  LIV FIT, to fill the gap with content that comes from the most reliable sources.With the best of health and fitness gurus on board, we are certain that LIV FIT will be a great hit with our users and will make a tangible impact on their lives.”

     

  • New logo conveys a seamless travel experience delivered via Yatra's new marketplace model

    Yatra unveils new brand identity, seeks to connect with the new-age traveller

     

     

    Yatra has revealed its new brand identity and logo. The new identity captures the fluidity and smoothness of travel experiences that today’s Indian traveller seeks.

     

    Commenting on the occasion,Sharat Dhall, COO (B2C), Yatra said: “Today we are much more than a booking site for flights, hotels and packages. We are a travel marketplace. And our new logo symbolises just that. The change in brand identity is coupled with the evolution of Yatra’s product offering, covering an unmatched range across flights, hotels, holidays, bus, train, cabs, home stays, activities and cruises.”

     

    Speaking on the new brand identity, Vikrant Mudaliar, Chief Marketing Officer, Yatraadded: “The change in brand identity is not only about the change in logo and colour but also a change in what the brand stands for along with the branding elements such as tonality, communication, look and feel. The new red logo showcases the richness of our experience and the expansive depth of our product portfolio. It also helps us to stand out in an increasingly cluttered media environment and at the same time lends a sense of confidence and reliability to our brand. The changed Yatra logo is fluid, just like travel should be.”

     

  • Her journey takes her through the city streets of old Kolkata

    Ogilvy executes latest brand campaign for Bengal Tourism

     

     

    Ogilvy & Mather Kolkata has created a film for Bengal Tourism tracing the journey of a young girl who has come to attend a wedding and decides to explore Bengal. Through the course of her visit, she realises that in Bengal, she is never really far from home. Her wanderlust has led her into the sweetest part of India – a place that welcomes guests with open arms.

     

    Said Sumanto Chattopadhyay, Executive Creative Director, South Asia – Ogilvy & Mather: “In Bengal, sweetness finds different manifestations. It is in the language we speak, the hospitality we extend to our guests and our cuisine. Thus, when we were entrusted with the responsibility of creating communication for Bengal Tourism, we worked on a campaign that would identify Bengal as the sweetest part of India.”

     

    Added Sujoy Roy, Managing Partner, Ogilvy Kolkata: “The campaign stays away from the stereotypes associated with Bengal as a destination and introduces new places, rituals and experiences. This film also has an endearing human touch to it. It showcases the hospitality of Bengal, something that lends uniqueness to our state.”

     

     

  • The novel titled 'Journeys Never End’ exchanges hands through the film

    Harper Collins celebrates25 yrs in India with Dentsu

     

     

    Harper Collins India celebrates 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled ‘Journeys Never End’ exchanges hands through the film.

     

    The film starts with an old man holding the novel whilst traveling in a bus. As the bus stops at a church, he forgets the novel behind. A young man notices the book and picks it up to give it to him but the bus leaves. We see a young woman board the same bus and take the seat adjacent to the young man. She notices the book in the young man’s hands. Seeing her interested in the book, the young man hands it to her and leaves as his stop comes.

     

    What she finds written on the first page of the novel gives the film an unexpected twist. The film ends with supers,“Stories create books. Books create stories”and the HarperCollins India logo.

     

    The campaign was launched at the Jaipur Literature Festival, 2017.

    Said AnanthPadmanabhan, CEO HarperCollins India: “We made this short film to celebrate our lifelong passion for storytelling. Something that simply reaffirmed the power of stories and the fact that books open up a world of unimaginable possibilities. And in Dentsu One we found the perfect partner. Narayan’s love for the written word and Titus’ spontaneous creative impulse were the perfect combination. We all have a story and we love stories – and we thought that this was a great way to say it!”

     

    “In the advertising business, we keep talking about how we are all storytellers. Here was an intriguing brief that had us create a story about stories, without the storyteller intruding. When we asked Ananth ‘What do you want to happen as a result of this?’ he said, “The outcome I want is for the viewer to say ‘I want to pick up a book now!’ after seeing the film.” The insight was—in retrospect—very simple. Each of us is a story-creator, sometimes not knowing that’s what we are, mostly not knowing what triggers await us around the corner. That’s the basic reason books appeal to us: they tell the stories we believe we could have created. After all, our lives are a series of stories,” said Narayan Devanathan, group executive and strategy officer, Dentsu India.

     

    “HarperCollins is such an iconic brand with about 200 years of history. It was a great experience to work on this brand. Ananth’s brief took me back to my literature days. Books contain stories. But I thought there are stories that exist outside the books as well. That’s how the line came up. Books create stories. Several stories emerged from this line. We just decided to break the campaign with the Firozaone,”said Titus Upputuru, NCD, Dentsu One.

     

     

  • The agency will handle brands across markets that Merck Consumer Healthcare operates globally, including Neurobion®, Bion3®, Nasivin®, Seven Seas®, DoloNeurobion® and Femibion®

    Starcom bags media mandate of Merck’s Consumer Healthcare brands

    By A Correspondent

     

    Merck’s Consumer Healthcare Division has appointed Starcomas its global media agency partner, following a competitive pitch and after an appropriate transition period.

     

    The scope of the agreement will aim at Starcom taking on full media responsibilities on behalf of Merck’s Consumer Healthcare brands across markets that Merck Consumer Healthcare operates globally,includingNeurobion®, Bion3®, Nasivin®, Seven Seas®, DoloNeurobion® and Femibion®.

     

    Beate Rosenthal, Global Brand Director, Merck Consumer Healthcare comments: “We are very excited to expand our previous relationship with Starcom to now be working with Starcom as our new Global Media partner. Starcoms Global organization andprofound expertise in integrated communication strategies and execution coupled with a highly energetic team will allow us to further build Merck love brands in the digital age.”

     

    Lisa Donohue, Global Brand President, Starcom said: “We are thrilled that Starcom has been selected as the partner to advance Merck’s Consumer Healthcare division into the future. They are on an exciting journey, and we look forward to delivering the agility, digital savvy and scale to unlock deep consumer connections with their brands.”

     

  • The TVC lays emphasis on the idea of not having to compromise one's wishes while ensuring family's protection

    SBI Life unveils campaign to promote new endowment plan

    By A Correspondent

     

    SBI Life has launched its latest TVC campaign for ‘SBI Life – Smart Bachat’ plan, titled –Kuchapnokeliye, kuchapneliye (now fulfil your family’s wishes along with your own). The campaign has been created by Orchard Advertising. The TVC has an emotional appeal through which it connects with the audience, laying emphasis on the idea of not having to compromise one’s wishes while ensuring family’s protection.

     

    The TVC opens with a family in an airport, where they spot a famous cricketer and run towards him to get a glimpse. First, the ladies from the family urge to take their photos with the cricketer and then the children and senior members insist on doing the same. All this while, the protagonist (father) keeps clicking photos even though deep down, he too wants a photo with the cricketer. Everybody starts leaving and the father is sad that he could not fulfil his wish while fulfilling for others. Just then, the cricketer taps the father’s shoulder and asks him to take a selfie with him, for which the he poses happily and a voice over plays towards the end–It feels so good when you find a little joy for yourself, while securing your family’s happiness.

     

    Speaking on the launch of the campaign, Ravindra Sharma, Head – Brand and Corporate Communication, SBI Life, said, “People feel life insurance is important yet they don’t buy it, as they don’t see any benefits for themselves in it. They realize that while securing family’s future is important, it should also add value to their own lives. While buyers have evolved in their needs, life insurance brand communication hasn’t evolved at the same pace. The role of the insurance buyer as the ‘selfless’ provider has not changed in category communication over the years. This presented a great opportunity for SBI Life to change the conversation in the category and connect strongly to the life insurance buyers of today.”

     

    Explaining the campaign, Sharmine Panthaky, Head of Office, Orchard Advertising, Mumbai, says: “In a category full of parity products, building relevance and differentiation over functional attributes wasn’t going to move the needle. The only way to achieve our task was to connect with our audience over a strong emotional truth. The insight we hit upon was an enduring cultural truth of today, which is – we are increasingly investing in self. The product has dual benefits of enabling protection and savings, so we summarized with the phrase “Kuchapnokeliye, kuchapneliye”, which brings out the essence of the offering and connects with the audience.

     

  • Urges people to be aware of associated symptoms; pitches its tax saver fund to help investors' #WinAgainstTaxytis

    DSP BlackRock unveils #Taxytis campaign

    By A Correspondent

     

    DSP BlackRock Investment Managers Pvt. Ltd has announced the launch of #Taxytis – its new digital campaign to urge people to start tax planning and create awareness about DSP BlackRock Tax Saver Fund.

     

    The campaign highlights the heightened frenzy most people go through around January every year, which typically marks the beginning of the tax planning season. #Taxytis is a disturbing condition which is a result of the struggle caused by the inability to make sound tax planning decisions. Symptoms may include absent mindedness, nervousness, sleeplessness and an unhealthy obsession with calculations. A strong dose of ELSS can help deal with #Taxytis, which is where DSP BlackRock Tax Saver Fund is recommended as the cure.

     

    Leading the campaign are three new, zany films that show snippets from the life of one Abhijeet Gupta, a #Taxytis survivor. The films use humor as an offbeat tool, especially in the mundane world of finance, to highlight the pitfalls associated with inadequate and unsystematic tax planning. DSP BlackRock’s #Taxytis campaign is primarily digital with support from in-theatre promotions. The campaign will also aim to start conversations around #Taxytis across social media platforms. The #Taxytis videos and the associated digital promotion will lead viewers to www.DSPBlackRock.com/Taxytis, where they can find information on #Taxytis and also get the cure for it. Not just that, they can compare tax saving options and calculate how much they can invest to save tax. The website also enables potential investors to connect with an investment advisor and for those ready to invest, an online investing facility for those who are comfortable transacting on the net.

     

    Aditi Kothari Desai, EVP and Head – Sales, Marketing & E-Business, DSP BlackRock said, “We believe that paying taxes is an important duty of all Indians in order to help contribute towards the growth and development of the nation. Having said that, as money managers, it is our duty to help Indian investors grow their wealth while saving taxes in the most efficient and legal manner – by investing in Equity Linked Savings Schemes which help investors gain income tax exemption under section 80(C) of the IT Act. Our new #Taxytis campaign will help drive awareness and recall for our DSP BlackRock Tax Saver Fund, which has now been trusted by lakhs of Indian investors to save taxes while aiming to grow their wealth for more than 10 years. We look forward to more investors coming to us for their tax saving needs. “

     

    Abhik Sanyal, Head – Consumer Marketing, DSP BlackRock said, “Tax planning, as simple and straightforward as it should be, sometimes masquerades as a disturbing condition that can cause anxiety, confusion and last minute chaos in a working professional’s life. This was the insight that helped craft our #Taxytis campaign. As Indian investors have become more aware and judicious about investing smartly, Equity Linked Savings Schemes have gained popularity over the years when it comes to saving tax. We’re aiming to build on this awareness and present our Tax Saver Fund as a suitable option. Our campaign is an attempt to bring forth a simple but hopefully clutter breaking concept that bases itself on situational humor and quirky characterization to effectively address a hitherto serious and possibly onerous subject.