MxMIndia

Category: PRODUCTS

  • TVC released in cinema halls across 50 cities in India

    Hindware releases a co-branded TVC in association with ‘Raees’

    By A Correspondent

     

    Sanitaryware brand Hindware has rolled out a co-branded TVC in association with film ‘Raees’, starring superstar Shahrukh Khan. Conceptualized by Red Chillies Entertainment, the promotional TVC aims at bringing out the common attributes between brands – Hindware and SRK as both inspire admiration.

     

    The TVC is an amalgamation of memorable scenes from Raees with premium product shots of Hindware Italian Collection highlighting SRK’s style and Hindware designs.

     

    Speaking about the cobranded TVC, Manish Bhatia, President, Building Products Division, HSIL Limited, saidL “We are very proud to have ShahRukh Khan as the Brand Ambassador for Hindware for the last two years. We have collaborated on various occasions including his previous movie Fan. Hindware, as a brand, closely identifies with ShahRukh’s sense of style, innovation and passion. Over the years, SRK has continuously reinvented the way Indian cinema is looked at. Similarly, Hindware has evolved and innovated the sanitaryware industry in India.”

     

    The TVC will be aired at theatres across 50 cities in India for a duration of four weeks.

     

  • Leo Burnett Experience slams it out of the park with a 'legendary' on-ground act

    Nissan GT unveils largest-ever country map

    By A Correspondent

     

    Japanese automotive giant Nissan’s sportscar, the GT-R raised a salute honour India on Republic Day. Orchestrated by Leo Burnett Experience, the activation arm of Leo Burnett India, Nissan created an outline of the map of India – armed only with the GT-R and the sand on Rajasthan’s Sambhar Salt Lake. Rally driver Rahul Kanthraj was behind the wheel, well-known for his precision in stunt driving and years of successful rallying. Under his expertise, Nissan GT-R recreated a 3 km x 2.8 km map of the country.

     

    To ensure accuracy, the map was created by plotting the co-ordinates on a GPS device and multiple laps were done to match the actual map. The results were captured on video with drones and onboard cameras.

     

  • Music composed by MattiBani pays tribute to the Indian farmer

    Vodafone pays ode to farmers via #SaluteOurFarmers initiative

    By A Correspondent

     

    On the eve of India’s Republic Day, Vodafone released a song tribute to Indian farmers with #SaluteOurFarmers- a tribute to the heroes of the soil. In a first of its kind collaboration, Vodafone brought together five popular folk artistes –PadmashriPrahladTipaniya (MP), MooralalaMarwada (Gujarat), Mohini Devi (Rajasthan),Balwinder Mast (Punjab) and Hayat Kahan (Rajasthan)to lend their voice to an anthem celebrating their lives of our farmers.

     

    Said Siddharth Banerjee, SVP-Marketing, Vodafone India: “India has one of the worlds largest farming communities. As you know, agriculture plays a significant role in India’s socio-economic fabric. Vodafone’s endeavour has been to help this community through a service we provide called Kisaan Mitr. With Kisaan Mitr, we have been engaging and enabling more than 15 Lakh farmers for the past year. While Vodafone Kisaan Mitr has empoweredthe lives of farmers across the country,#Saluteourfarmers– is a humble endeavor from Vodafone to salute our farmers and their lives. Republic Day is an appropriate occasion to remind Indians across India of the immense contribution by the farming community to our daily lives. Let us allas a country, celebrate a farmer’s journey in his fields, with a special Musical composition that reverberates with the sounds of nature and each farmer’s special relationship with it.”

     

    The brief to Geometry and Ogilvy was to design a tribute to Indian farmers, the true heroes of the soil, which would also build an emotional connect with Vodafone customers.

     

    The key insight behind effort was that farming is a lonely journey. A farmer finds ways to keep himself entertained in the most natural way- Music. There are various sounds that he experiences on the farm like whistling, singing the glory of Mother Nature, interacting with birds and animals in the fields, etc.#Saluteourfarmers captures those unique sounds of the soil in a unique manner that is lyrically captured.

     

    The video was shot over 12 days in Madhya Pradesh, Punjab, Gujarat, Rajasthan and Maharashtra. The team travelled to remote villages meeting farmers and also recording the sounds of their daily lives.The film features real farmers doing their daily chores..

     

  • Launches digital campaign #NazariyaBadlo

    Panasonic India celebrates National Girl Child Day

    By A Correspondent

     

    As a tribute to Indian women who are making the unconventional conventional, Panasonic India launched its digital campaign #NazariyaBadlo on the occasion of National Girl Child Day (Jan 24). The campaign aims to provide a new outlook on how we see things. People and things have always appeared to us in the way we have observed them and how we have been made to observe them. It gives a tangible reminder to broaden the way we look at things. The campaign aims to change the perspective and transform the world we live in.

     

    Talking about the initiative, PankajRana, Business Head – Mobility Division, Panasonic India, said, “We need to bring to light the issue of women being perceived differently by the society. We have always looked at things as a reflection of our society’s perception. The society needs to know that we are capable of making our own choices and preferences. This campaign would inspire people to change their outlook irrespective of the society’s opinions.”

     

    The campaign has been executed by Delhi-based Tejender Sharma of Gibbous Films. Talking about the film,Sharma said, “This video is a tangible reminder to broaden the way we raise girls. The video urges people to express and enact their new perspective.”

     

  • TVC features brand ambassador SouravGanguly

    DTDC reiterates its positioning of ‘Going beyond the Parcel’

    By A Correspondent

     

    DTDC Express has launched its new integrated brand campaign featuring brand ambassador, former skipper of the Indian cricket team, Sourav Ganguly. The new brand campaign with Gangulyat its helm brings out the credentials of DTDC’s vast network, its extensive service offerings with a commitment to go that extra mile to ensure that every customer’s parcel reaches its desired destination on time with utmost safety and security. Therefore, DTDC is not just in the business of ‘Delivering value’ but a business that‘Goes beyond the Parcel’.

     

    Highlighting DTDC’s philosophy behind its positioning,Abhishek Chakraborty – Executive Director, DTDC Express Limited said, “Every parcel brings with it, a bagful of emotions for the customer in the form of anticipation, excitement, love, relief or aspiration. And for our business partners it often serves as a medium to realise their pride and ambition. DTDC is not merely in the business of transferring things efficiently from point A to point B. By delivering all these and more to the remotest of corners in the country at affordable rates, we are helping realizing aspirations, beyond any boundaries!”

     

    Talking about the creative, Bobby Pawar, MD, CCO, Publicis South Asia said: “When Jigar, Srijan and team started work on the brief, we looked for the true meaning of the box.We realised it’s not just a container, but a carrier. Sometimes, it carries the joy of an unexpected surprise. Other times the sigh of relief when what needed reaches on time. Or at times a quiet smile that blossoms from receiving a thoughtful gift. Or the triumphs of getting an order reach on schedule. This is what the campaign is based on.’

     

    The new brand campaign has been rolled out in the form of a TVC, which is also being played at cinemas, multiplexes and outdoor advertising nationally.

     

  • Scripted in Bengali, the ad has been conceptualised by BBH and produced by Studio Eeksaurus

    New Nihar Naturals ad debunks hairstyle stereotypes

    By A Correspondent

     

    Nihar Naturals has launched a new ad campaign that addresses gender stereotyping in the forefront. Starring VidyaBalan, who has been consistent in her positioning with the brand, the campaign depicts the societal perception of women in stereotypical scenarios such as a housewife in the kitchen, an airhostess on a flight deck and a manager in an office space. As women stereotypes have been prevalent for long, the brand decided to use this mind-set, which still exists today, as a core idea of the content.

     

    Commenting on the campaign, Suresh Eriyat, Studio Eeksaurus said “When I had structured the ad in my head, I felt we had a huge scope of bringing interesting art and humour to make the already interesting premise memorable. The kind of enthusiasm Vidya has shown in her consistent battle towards gender stereotypes has been healthy with the brand. Of course working with her is always a joy considering her ease in delivering diverse performances and also the way she stretches herself to help achieve a director’s vision. I am happy the way the film has turned out and it is the result of brilliantly coordinated team work especially between the departments of art, camera, hair and make-up, production.”

     

    Beginning in various different sequences, the brand ambassador questions ‘dakhochooldekhe log kikibhabteshurukore’ (Read: look how people start judging you by your hairstyle) in a rhetorical enthusiasm. The ad smartly uses creative sets and props propelled by an ingeniously modified machine to mechanically synchronise the background scenarios to match with Vidya’s hairstyles and the photographer’s perceptions attached to it. It has been scripted in Bengali, which is a widely-spoken regional language, thus enhancing the scope of understanding to an urban and regional audience.

     

  • Parachute Advansed Hot Oil is a product made of coconut oil and enriched with ayurvedic warming oils

    Parachute Advansed launches new campaign to promote Hot Oil variant

    By A Correspondent

     

    Parachute Advansed has launched a new campaign for its Hot Oil – #MagicOfWarmth. The film draws parallels between the functional ‘dry hair’ problem to ‘dry relationships’ in life, which too can be easily repaired with the healing power of warmth. The mother brand Parachute Advansed, having been very strongly associated with its benefits on hair, makes it easier for the narrative to stay true to the concept – #MagicOfWarmth.

     

    Commenting on the launch of the campaign,Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Parachute Advansed Hot Oil is a self-warming oil that works on intense dryness – a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance amongst the consumers.”

     

    Added Pradyumna Chauhan, National Creative Director, McCann Worldgroup: “The task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with ‘Hot Oil’ right at the center of it. The sibling relationship was the other thing that made the narrative beautiful. Directed well, and backed by a powerful score, we are glad it is already making a great impact.”

     

  • Gum brand returns with a new twist in the TVC

    Center Fruit lands its famous proposition in a jungle plot

    By A Correspondent

     

    Perfetti Van Melle has launched a new campaign for its gum brand Center fruit.

     

    Carrying forward the proposition promised by its tagline ‘KaisiJeebhlaplapayi’, the newest ad for Center Fruit from O&M Mumbai, is a story with a twist that unfolds in a thick jungle. Its quirky plot coupled with an insightful product device of tongue wagging, presents an enjoyable story of using the Center fruit in a humorous way.

     

    “The beauty of the idea lies in the forest ranger’s aim proving right each time, despite not being able to see the robbers in the thick forest, and only following them through the sound of their LapLap. Hence proving, how irresistible Center Fruit can be, and how hilariously effective it is in bringing down the robbers,” saidAnuragAgnihotri, Executive Creative Director, Ogilvy, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director – Marketing, Perfetti Van Melle Indiaadded: “Based our work with consumers we felt that it was time to refresh the way we portray the role of brand, without changing the popular brand signature of tongue wagging and popular tagline. Through this film we have tried to bring in newness to the story and we are sure consumers will find it endearing.”

     

  • The TVC will be followed by a multi-media campaign

    Eggfirst unveils inaugural campaign for Centric Mobile

    By A Correspondent

     

    PriyankaCommunications has launched a campaign for its latest offering Centric Mobile. Produced by Mumbai-based Eggfirst,the film will be followed by a multimedia campaign.

     

    “Eggfirst presented a very detailed and promising approach to communicate the value proposition of the brand‘Centric’. We were impressed with their consumer insight, which positioned the mobile with a specific consumer profile. Not to mention the emotional zone through which we wished to connect with our consumers,” said Manish Agarwal, Director,PriyankaCommunications.

     

    Added Ravikant Banka, CMD, EggfirstL “We are delighted to be given the stewardship of this new upcoming brandand we look forward to doing some great work.”

     

  • All awarded work is announced during the D&AD Festival 2017 on 25 – 27 April

    D&AD celebrates people behind the event through new campaign targeting moms

    By A Correspondent

     

    The D&AD Professional Awards 2017 are open for entries. Winning a Pencil is often the highlight of a creative career, so D&AD wanted to take a look at the people behind the campaigns and find out what it really means to those who win. All done through the eyes of those that know them best – their mums. So they sent a film crew around the world to capture the stories only a mother could tell.

     

    This is the second year that D&AD has worked with Lucky Generals. Danny Brooke-Taylor, co-founder of Lucky Generals exclaimed: “Your mum. No-one’s prouder of you than her. And imagine how proud she’d be if you won a Pencil.”

     

    The creatives whose mums are featured include Ali Ali – Director, Sonny London; Joanna Monteiro – Chief Creative Officer, FCB Brasil; Jose MaríaPiera – Executive Vice President, *S,C,P,F…; José María Roca de Viñals – Chief Creative Officer, DDB Spain; John Allison – Head of 4Creative; Lisa Smith – Head of Design, Wolff Olins NY; Luiz Sanches- Partner and Chief Creative Officer, AlmapBBDO; Rebecca Williams – Design Director, Turner Duckworth; Sally Campbell – Founding Partner, Somesuch; Toni Segarra- Creative Director, *S,C,P,F…;

     

    Work entered into the D&AD Professional Awards 2017 must have been commercially released between January 1, 2016 and March 18, 2017 and produced in genuine response to a client brief. It must not have been entered in previous years. Submissions should be made in their original language by 15 February 2017.

     

    All awarded work is announced during the D&AD Festival 2017on April25-27 and appears in the D&AD Annual released annually in the Autumn, sold exclusively through D&AD.

     

  • The digital campaign will also be complemented by an on ground activation that will attempt to educate prospective investors on the benefits of investing in a Mutual Fund E.L.S.S

    DHFL Pramerica MF unveils new campaign promoting their ELSS offering

    By A Correspondent

     

    DHFL Pramerica MF has unveiled its latest campaign #unlockwithELSS on its Equity Linked Savings Scheme (ELSS)– DHFL Pramerica Tax Savings Fund. The campaign targets the young investor looking for tax saving solutions through a combination of a web video, web banners and educational content. This campaign has been developed in house by the marketing team much like the successful SIP campaign that was developed in house. The campaign will be using social media extensively and has been kick started on Facebook and Youtube.The digital campaign will also be complemented by an on ground activation that will attempt to educate prospective investors on the benefits of investing in a Mutual Fund E.L.S.S.

     

    Speaking about the campaign, Salil Vaidya, Director and CMO, DHFL Pramerica Asset Managers added, “We uncovered a wonderful opportunity wherein a strong consumer insight was not being exploited by the industry and our competitors. Young investors are particularly wary of being locked into any commitment for long without having any exit window. Moreover almost every tax specific communication has stayed in the generic area of stating the obvious i.e. they help in saving tax. We saw a clear opportunity of differentiating ourselves from other tax planning options and from other mutual fund brands. Our creative idea evolved from this thinking as we positioned our product using an unexploited category benefit.”

     

  • The Big Republic Day sale is a manifestation of Pepperfry’s value promise to its consumers

    Pepperfry.com celebrates contribution of craftsmen in latest campaign

    By A Correspondent

     

    Pepperfry.com has launched a new Republic Day marketing campaign that celebrates Indian craftsmanship by extending the revelry to consumers via the Big Republic Day Sale.

     

    The film has been conceptualised by Law and Kenneth Saatchi and Saatchi and it conveys the Republic Day sale message exhorting consumers to celebrate the joy experienced by them by availing the exciting discounts on Pepperfry.

     

    Sai Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi: “Pepperfry sources furniture from one part of the country and makes them accessible to customers in another part of the country, makes for a great story for a Republic Day message. But we didn’t just want to give information, we wanted to bring alive the feeling the makers and users of Pepperfry furniture feel, which is the singular point of commonality.”

     

    Commenting on the new campaign, KashyapVadapalli, CMO, Pepperfry, said: “We have been successfully bridging the supply gap in the furniture segment for the last five years. In this journey we have worked with 1000+ small and micro manufacturers [carpenters, artisans, craftsmen] who we have enabled to capitalize on the Pepperfry platform and reach the booming Indian online consumer market. We are proud of the fact that we built a truly national marketplace our current campaign brings that to the fore.”

     

    He further added, “The campaign has been conceptualized keeping the occasion of Republic day in mind. It will help us capitalize on the occasion which is slowly becoming an important retail shopping event. We want consumers to benefit by taking advantage of the Republic Day sale on the Pepperfry platforms.”