MxMIndia

Category: PRODUCTS

  • The ad is being played during the Academy month till 25th February, 2017

    Coolwinks unveils inaugural brand campaign in India

    By A Correspondent

     

    Coolwinks.com, a one-stop shop for vision care products has launched its first TV ad campaign that can be viewed exclusively during the Oscar Stunt programme aired on HBO SD and HBO HD channels up to 25th February, 2017. Promoting the punchline #OpenYourEyes, the ad is a subtle take on the stereotypical and gender-biased mindsets. It will be aired during the Academy month that is co-powered by Coolwinks.com.

     

    Conceptualized and created by Cheil Worldwide, the TVC takes forward the brand’s core communication and philosophy, ‘Discover the power of vision.’ The 15-second ad shows how three men sitting outside a café make assumptions that a woman will fail to parallel park her vehicle. The TVC goes on to highlight the stereotypical mentality of men and how it should be open their eyes to reality.

     

    Speaking of the ad campaign, Ganesh Iyer, Country Head, Coolwinks.com, said, “We are happy to co-partner with the Academy Month for releasing our brand new TVC campaign. Through our premium ad positioning, we expect a hike in our brand search queries and a boost in our overall digital campaign performance. We are confident that this TVC will further help us establish our brand identity and augment our position as the highly preferred vision care platform.”

     

    With the launch of the campaign, Coolwinks.com wants to break the common notion that eyeglasses make people look uncool and establish the fact that stylish and snazzy eyeglasses are a great way to make a fashion statement. Through this association, Coolwinks.com aims to popularize the use of eyewear that balances looks, comfort and functionality perfectly.

     

  • The brand's latest wedding film captures the special bond between a father and his daughter

    Tanishq launches Rivaah for the Indian bride

    By A Correspondent

     

    The relationship between a father and his daughter is a special one. Tanishq’s latest film for wedding jewellery Rivaah captures this very bond. Through this film, Tanishq celebrates the fact that regardless of which part of the country you hail from, every father feels the same way when his daughter is getting ready to sail into wedded bliss.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “Every father in the world wants the best for his daughter and for her wedding day to be the most special day of her life. The launch of Rivaah is our endeavor to ensure that every father can give his daughter the best wedding jewellery as she begins a new chapter in her life. Every piece from the collection embodies the promise of Rivaah – to give the bride the best in terms of design, value and purity at competitive pricing.”

     

    Added Arun Iyer, CCO, Lowe Lintas: “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We found six different insightful situations to highlight the singular feeling of love a father has for his daughter. And we’re glad we were able to capture this beautiful bond no matter which region the setting was in.”

  • The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence

    FCB Interface’s new campaign for Blue Star

    By A Correspondent

     

    FCB Interface has a created a new brand campaign for Blue Star which has taken the ‘Precision Cooling’ of its inverter AC to a whole new level where it allows setting the temperature in decimals. The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence.

     

    The film shows an inconsequential fight between a couple over disagreement of room temperature. Both are stuck on a temperature which each feels comfortable with. This recoils a quirky, dramatic hand-shadow fight between the two of them. This is where the Blue Star AC with precision cooling comes into the picture and the couple shadow fighting ferociously like animals end up as love birds and the fight ends in truce.

     

    Said B Thiagarajan, Joint Managing Director, Blue Star Limited: “Blue Star has set a new benchmark in the air-conditioner industry with the launch of India’s first Precision Inverter Split AC that allows temperature setting in decimals to provide the user with precise cooling as desired for ultimate comfort. The TVC communicates the need for cooling in decimals and we are sure most of the viewers will relate to this insight”.

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Blue Star films have always been quirky and this one’s no different. To bring alive the insight of how couples disagree on the right temperature in the room, we used a hand-shadow fight between animals. Vicious wolves transform into dinosaurs and then sharp-toothed monsters. Peace returns to the household only when they discover the new Blue Star Inverter Split, which allows them to make temperature adjustments in decimal points. There is absolutely no use of computer graphics in the film. The shadows were created live, on set, by the finest exponents of hand shadowgraphy in the country – the Kolkata-based father-son team of Amar and Arko Sen.”

     

  • A key aspect of Alpenliebe Juzt Jelly products is the promise of 25 per cent fruit pulp content

    Alpenliebe Juzt Jelly brings in another innovation

    By A Correspondent

     

    There is new advertising from the McCann Worldwide stable for Perfetti Van Melle India for Alpenliebe Juzt Jelly brand which has launched Jelly Bottles in cola and mango flavours.

     

    The key advertising task was to communicate the new bottles made with 25per cent fruit pulp and the campaign delivers well on it. The commercial starts with a kid asking his mother for a bottle to light a rocket. To his surprise, the mother offers him a Juzt Jelly Bottle, confidently asserting that it can also make a rocket fly. The kid is left perplexed and what follows is a tale of extremely engaging visuals of human rockets.

     

    Commenting on the launch, Mandar Keskar, Associate Category Director, Perfetti Van Melle India said: “PVMI is the first to bring jellies in exciting bear and bottle shapes to the Indian market. These products add a new dimension to jellies category and have helped expand market aggressively. We are sure that new Alpenliebe Juzt Jelly Bottles will be loved by the consumers as much as the Fruity Bears.”

     

    On the communication, Kapil Batra, ECD, McCann India said: “The challenge was to make the bottle shape the hero, while keeping the irresistible proposition of Juzt Jelly intact. With this copy, I think we have done that quite well. It’s fun, its clutter-breaking and I’m sure kids are going to love this as much as the Juzt Jelly Bottles!”

     

  • Redefines Water Purifier Space through Ad Campaign 'Ab India PeeyegaAchcha'

    Moonbow urges India to drink clean water in latest ad campaign

    By A Correspondent

     

    Moonbow, the umbrella brand from leading sanitary ware company HSIL Limited launched a new TVC campaign ‘Ab India PeeyegaAchcha’ for its water purifiers.

     

    The TVC narrates the story about the innocence of childhood as children from different socio-economic background play together and share water since ‘Accha Paani Share Karna Acchi Aadat Hai’. The new TVC visibly captures Moonbow’s initiative to highlight that everybody irrespective of their race, caste or creed is entitled to pure drinking water.

     

    Speaking on the new brand campaign, Rakesh Kaul, President, Consumer Products Division, HSIL Limited, said, “One of the biggest challenges in India today is access to clean drinking water. With this TVC, we perfectly capture the brands commitment towards providing consumers across India with clean drinking water. The TVC will play on primetime TV slots across general entertainment channels, select English and Hindi news and movie channels from 14th February 2017 onwards.”

     

    Speaking on the TVC, a Contract spokesperson said: “In a fairly cluttered market, where every brand spoke of technology and gave rationale to why their water purifier works seemed very similar to each other. The idea really qualitatively talks about the collective spirit with ‘Ab India Peeyega Achha’. While the broader theme was about Sharing is good, and with Moonbow Water Purifier, you share good water no matter who you are sharing it with.”

     

  • This percentage is growing as more and more children are developing myopia at early age

    LinEngage initiates an education-led program for Acuvue

    By A Correspondent

     

    Refractive error, defined as optical imperfections that prevent the eye from properly focusing light, causing blurred vision affects an estimated 30% of the population globally. This percentage is growing as more and more children are developing myopia at early age.

     

    Acuvue® Brand Contact Lenses along with LinEngage – the experiential marketing & activation agency of MullenLowe Lintas Group, have initiated a program to create awareness on the importance of eye health and promote early detection of refractive errors among young students in India. The diagnosis is conducted by trained optometrists and wherever appropriate, the students are encouraged to try contact lens, one of the effective vision correction options available today. This method of eyesight correction allows students to not only see better, but also feel more confident about their looks. It also enables them to continue with all their activities that could have otherwise been hampered due to use of spectacles.

     

    Acuvue® &LinEngage orchestrated this unique engagement initiative. It’s an initiative that needs a deep understanding of the campus dynamics, youth mindset and the sensitive nature of the product. The first such trial was conducted recently across 3 colleges in Mumbai and plans are afoot to organize it across more colleges as well. About 2000 students have already participated and benefitted from the positive outcome of the program.

     

    Commenting on the initiative undertaken by the company, Vivek Bhatnagar, Director – Vision Care, said: “Anchored by a vision to bring healthy vision to people in India, Acuvue® believes that this initiative will help the younger generation to become more aware and learn about the importance of eye-health at an early age itself. The initial feedback from students in Mumbai has been positive and we are looking to expand this initiative to other parts of the country.”

     

    Sharing the communication objective behind this initiative, Sriharsh Grandhe, EVP, LinEngage said: “Contact Lenses in India has been a stubborn category with very little momentum. Primarily, there is a big lacking in consumer familiarity and misinformation. LinEngage’s specialized approach using technology for engaging with audiences interestingly has shown promise. We are excited about partnering with Acuvue® in the consumer education initiative.”

     

    In India, Contact Lens as a category has not yet taken off and is used by a very small percentage of the population. Few reasons for its poor adoptions are:

    :: Potential wearers have very little knowledge about CL and they carry many myths about them in their mind

    :: The Optometrists are comfortable to offer specs instead of CL as the patient does not ask for CL; and also wearing CL is a more skillful job which many Optometrists do not possess or have low confidence in

    :: The owners of optical outlets prefer to sell spectacles for two reasons: they are perceived to have high margins and also the owner has freedom to decide the price as there is usually no MRP on the product

     

    With this initiative, Acuvue® and LinEngage seek to create awareness on the importance of eye health and promote early detection of refractive errors among young students in India.

     

  • The first TVC created is for Cello Exam Expert Range that features three pens – Maxriter, Pin Point, and Techno Tip

    JWT wins creative mandate of Cello Pens

    By A Correspondent

     

    Cello Pens has awarded its creative mandate to J Walter Thompson India following a multi-agency pitch. The account will be handled by the Mumbai office. The first TVC created is for Cello Exam Expert Range that features three pens – Maxriter, Pin Point, and Techno Tip.

     

    The ad campaign conceptualised and crafted by J Walter Thompson, Mumbai, highlights how a good pen that offers comfort while writing can ease the student’s pressures while writing an exam.

     

    Commenting on the campaign’s differentiated offerings, Samarth Shrivastava – Senior VP and Executive Business Director, J Walter Thompson, Mumbai, said: “Exams come with their own pressures. You have competitive friends, concerned parents and a whole lot of well-wishers wanting you to perform at your best. Added to that is the society in our country which puts in so much emphasis on writing the exams well for success. Our client at BIC-Cello believes that through their writing instruments they must give students the finest writing experience in every way, ensuring top performance in all important exams. It’s the one thing that takes the pressure off when the student puts pen to paper. And this forms the basis of our communication. We believe the entire theatrics around exam pressures has been captured through our communication while giving the RTB for Cello Exam Expert Range (Maxriter, Pinpoint &Technotip) performance on ‘Comfortable Writing’.”

     

    Added Tanveer Khan, CMO – BIC – Cello India: “The pressure of doing well in exams is around the corner and we all know how stressful and weirdly funny exam time can be. Cello Exam Expert campaign, like our campaigns in the past, uses humour to break the clutter. It reaches out to students in a fun and interesting way to boost their confidence. The campaign emphasis that people around you will say a lot of things but the key is not to feel the pressure. Take a deep breath, pick up your Cello pen and write your exam comfortably, and pressure free! We wish all our dear students across the country Best of Luck!”

     

  • HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing their two-wheeler motor insurance

    HDFC Ergo entrusts LinTeractive with digital mandate for auto insurance campaign

    By A Correspondent

     

    HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of Mullen Lowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing its two-wheeler motor insurance.

     

    Speaking about the partnership, Mehmood Mansoori – Member of Executive Management and Group Head, HDFC Ergo General Insurance Company said, “Renewal of the two wheeler insurance policy does not take priority in the consumers mind, making it a low involvement category. The owner is more likely to forget this crucial requirement and leave it for the last moment. We look forward to working with LinTeractive and put out an exciting campaign which will innovatively push two wheeler owners to not miss the renewal of the policy.”

     

    Vikas Mehta

    Commenting on the win, Vikas Mehta, Group CMO and President – Marketing Services, Mullen Lowe Lintas Group said: “Buying two-wheeler insurance is mandatory in India. While that makes the category large, it also makes it somewhat commoditised. The task to differentiate a brand like HDFC Ergo, in a commoditized category, is both challenging and exciting. I loved the fact that they believe in a ‘digital-first’ approach and happy that they chose LinTeractive to make it happen.”

     

     

     

    Sumanta Ganguly

    Added Sumanta Ganguly, Executive Vice President, LinTeractive: “It’s rare that a campaign idea from a pitch meeting is also the campaign you end up doing, and HDFC Ergo was one such pitch. We are delighted to be working on this brand and the task of changing category codes of auto insurance.”

     

  • Tea can't cure Alzheimer's but it can cure loneliness

    Red Label Tea out with another thought-provoking campaign

    By A Correspondent

     

    In keeping with its tradition of centered around togetherness, Red Label tea has launched another story in the series.Explaining the campaign, Kainaz Karmakar, ECD, Ogilvy Mumbai said: “Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s that much harder because they are not even in a state to complain about it. Luckily we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s but it can cure loneliness.”

     

    Abhik Santara, EVP, Ogilvy Mumbai added: “‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten.”

     

    Said Harshad Rajadhyaksha, ECD, Ogilvy Mumbai:: “All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey, worked nothing less than magic in taking this story from page to screen. Here’s hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely.”

     

  • The new 2017 Honda City has redefined not just the segment but the category with its class leading exterior and interior features

    Dentsu One executes new campaign for Honda City 2017

    By A Correspondent

     

    Honda Cars has joined hands with Dentsu One to roll out a high decibel ad campaign titled ‘Worlds Ahead’ for the launch of ‘New Honda City 2017’.

     

    The new 2017 Honda City has redefined not just the segment but the category with its class leading exterior and interior features. The campaign highlights the car as being leagues ahead and above the competition. In the TVC, City has positioned itself as being more than just a car with ‘one class above’ attributes. Thus, to create excitement in the already saturated sedan segment, the new City redefines the segment codes by introducing ‘one segment above’ attributes to the mid-size sedan.The 4th Gen City aims to attract younger buyers, hence, this TVC has been developed in a way that resonates with younger audience.

     

    Talking about the campaign, Jnaneswar Sen, Senior Vice President – Marketing & Sales, Honda Cars India Ltd. Said: “The communication proposition truly puts City and the target buyer as a notch above the rest. The tonality resonates with the younger audience who is an achiever whom people would like to emulate.”

     

    Said Titus Upputuru, National Creative Director of Dentsu One: “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the car is always beating it’s own game. With its class-defying features, the new Honda City 2017 has gone leaps and bounds ahead of its competition. The campaign celebrates this thought and shows the protagonist, like the car, driving in a world of his own, as the lines in the end of the film conclude, “Your world is different from the rest because you are and always have been Worlds Ahead.”

     

    “This Honda City is a definitive segment-defying car and to showcase this – the communication had to make a higher-order statement to truly put it in and different plane thereby repositioning the rest as mere ordinary. The new Honda City ushers a new world of itself with superlative technology and remarkable design,” addedAbhinavKaushik, Senior Vice President, Dentsu One

     

     

  • The campaign is on air across leading television channels, supported by digital presence

    FCB Interface executes latest campaign for Mahindra Blazo

     

     

    As a next leg to the campaign launched in 2016, Mahindra has unveiled a new campaign for Blazo. The campaign brings back Ajay Devgn who is seen endorsing the vehicle in a dramatic and hard-hitting manner, notes a communique. The campaign has been crafted by FCB Interface and underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

     

    Said Joe Thaliath, Chief Executive Officer, FCB Interface:“Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity… And yes, Ajay Devgn continues to be our ‘Sutradhar’ as he has proven to be the best fit for the brand.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Some months ago, Mahindra Truck and Bus made a claim that no other truck company in India could or would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer … Also, the company’s no-nonsense, direct-talking personality is clearly reflected in the choice of brand presenter.”

     

    Said Rajeev Malik, Senior General Manager, Marketing, Mahindra & Mahindra Ltd -Truck & Bus Division: “Our first campaign was a bold step and it succeeded in a big way. So much so that customers were asking for the ‘guarantee wala truck’. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ … and goes on to give the wait-and-watch buyers many solid reasons to go for the Mahindra Blazo.”

     

  • Made of Speed expresses straight up what the Baleno RS has to offer

    Hakuhodo Percept executes latest campaign for Maruti Suzuki’s Baleno RS

    By A Correspondent

     

    Maruti Suzuki has launched the Baleno RS -a more powerful and sportier variant to the Baleno Premium Hatchback. To herald its arrival, Hakuhodo Percept has rolled out a spirited and high-powered, 360-degree marketing campaign.

     

    As part of the campaign, Hakuhodo Percept has created an action-packed television commercial, which showcases the magnificence of the Baleno RS. Shot attdry lakebed of Sambhar Lake in Rajasthan, the TVC features a Red Baleno RS stirring up storm in full throttle, creating an intense visual spectacle reminiscent of a desert car rally. The action sequences of the car have been choreographed with quick driving shots, interspersed with the car making sharp turns, to highlight both its speed and precise handling. Adding to the impact of this ride of intensity in the TVC is dramatic sound, which works flawlessly in tandem with the visual narrative, leaving the viewer with an exhilarating feeling, similar to the experience of driving the Baleno RS.

     

    Speaking on the campaign, Sabuj Sengupta, NCD, Hakuhodo Percept, said, “Made of Speed expresses straight up what the Baleno RS has to offer. The high action and adrenaline-pumping sequences in the Baleno RS commercial are a perfect introduction to this more powerful and sportier variant. In fact, it complements the BoosterJet Engine campaign which created the build up to the much-anticipated car.”

     

    Also, commenting on the campaign, Vinay Pant of Maruti Suzuki, AVP, Marketing, said, “With the path-breaking 1.0 litre Boosterjet Maruti Suzuki marks its entry in the high performance segment. The 1.0 litreBoosterjet Direct Injection Turbo engine delivers outstanding power, which is 20 per cent more, than a conventional engine. At the same time, torque is over a wide range of RPM and 30 per cent higher than the 1.2 litre traditional petrol engine. Baleno RS is for the performance enthusiasts who are seeking more power; throttle response and excitement in their day-to-day driving.”