MxMIndia

Category: PRODUCTS

  • OLX releases new brand campaign derived from latest trends & consumer insights

    Six months is all it takes to undergo change, affirms OLX in latest campaign

     

     

    OLX has announced the launch of its latest brand campaign that has gone live on television and digital, and will be amplified across radio, social media, and out-of-home in the coming weeks.

     

    Known as the ‘6 Months Break-Up Challenge’, the campaign urges people to sell pre-owned goods that they haven’t used for at least six months. The campaign is based on the insights gathered from CRUST (Consumer Research on Used-Goods and Selling Trends), OLX’s annual consumer survey to understand user behaviour towards used goods, as well as other consumer trends.

     

    According to CRUST 2016, conducted by leading research firm IMRB, stocking is the most common activity pertaining to pre-owned goods, and Indians are stocking unused goods to the tune of ₹ 78,300 crores in their homes. The survey had also revealed that 37 per cent of the respondents cite the age-old excuse of ‘I’ll use it one day’ as their top reason for stocking used items.
    Said Amarjit Singh Batra, CEO, OLX India, ​​“There are still so many people in India who arestocking things they have no use for under the excuse that they’ll use it one day. This leads to inefficiency in our lives, in the economy, and in our society. The Rs 78,000 crore of pre-owned goods being stocked in Indian homes has the potential to find its way back into the economy and into our lives, but it’s lying idle and being wasted. We want India to unlock the potential of these pre-owned items by looking inside their homes. This will help bring about a bigger change by letting us consume more judiciously and wasting less.”

     

    Conceptualised by Lowe Lintas, the ‘6 Months Break-Up Challenge’ campaign focuses on both the buyer and the seller, highlighting the ease and the convenience of the hyper simple buying and selling experience in a trusted environment.

     

    Said Naveen Gaur, President, Lowe Lintas: “In this campaign, we wanted to continue the journey we had started with in our last campaign, where we managed to pitch the brand in a cooler, younger, and trendier way to the youth. Our task here was to make people realise that everyone had something or the other lying around that they were not using on a regular basis.  We wanted to seed the behaviour of selling these lesser used goods rather than letting them become a blind spot. The creative idea was to encourage the audience to take up the 6 months’ challenge, where they could identify things that they had not engaged within 6 months, and then “break up” with those things by selling them on OLX.”

     

     

  • Publicis Ambience, the agency on the brand, has conceptualised and executed the campaign

    HDFC MF’s fight against cancer in new TVC

    By A Correspondent

     

    HDFC Mutual Fund has launched its third fund in the series of Charity Fund for Cancer Cure to highlight the role of charity towards the struggles of the families of cancer patients. The fund was initially launched in 2011 as HDFC Debt Fund for Cancer Cure and subsequently again in 2014.

     

    Through the story of the fireman and his little daughter, the ad conveys the message that there is no better return on investment than saving a life. Publicis Ambience, the agency on the brand, has conceptualised and executed the campaign.

     

    Speaking about the campaign, Shyamali Basu, Senior VP and Head of Products, HDFC Asset Management Company said: The unseen struggles of cancer patients are unimaginable, more so of the families who can’t afford their treatment. Through this one of a kind fund, we make concerted efforts in aiding this cause to the fullest. Publicis Communications has done a great job in delivering the message through a simple and impactful ad.”

     

    Bobby Pawar

    Added Bobby Pawar, Managing Director, Publicis Communications South Asia: “Very rarely do you see a company believe in a cause that they create a product that supports it. All of us must salute HDFC Mutual Fund for not only conceiving the Charity Fund for Cancer Cure, but also making it a successful endeavour. One that has employed the investment savvy and the philanthropy of high net worth individuals for the benefit of thousands of cancer victims and their families.”

     

     

    Jigar Fernandes

    Said Jigar Fernandes, Executive Creative Director, Publicis Ambience: “We realised that a fund like this might get more takers from the 35 plus age group, who might be parents themselves. Hence the story of a parent struggling to save his child, and the urge to help more parents like him in their fight against cancer.”

     

  • The 'InLoveWithSwitzerland' campaign highlights the best experiences that one can have in Switzerland

    Ranveer Singh promotes #InLoveWithSwitzerland

     

     

    Switzerland Tourism has announced its 2017 summer campaign ‘InLoveWithSwitzerland’ with brand ambassador Ranveer Singh. The campaign has been developed and conceptualised by Switzerland Tourism and produced and directed by Navzar Eranee of Walkabout Films.

     

    The ‘InLoveWithSwitzerland’ campaign features Ranveer Singh having a blast in Switzerland as he tries an array of fun activities to get his adrenaline rush on. The TVCs takes viewers through the actor’s summer trip in Switzerland where he tries various sporty adventures like Wakeboarding on Lake Zurich, Tobogganing on Mt. Pilatus and Ski jumping at the Swiss Museum of Transport. The TVC also covers the actor visiting the FIFA World Football Museum in Zurich.

     

    Talking about the campaign, Claudio Zemp, Director, Switzerland Tourism India, said: “Our new campaign is to show people that a holiday in Switzerland can be anything you want it to be. It does not matter which age group you belong to cause in Switzerland there is something for everyone. A holiday in Switzerland is all you need to get back to nature with their fun filled activities and impeccable views.”

     

    Added Ritu Sharma, Deputy Director, Switzerland Tourism India: “Switzerland is a complete package for friends, families, honeymooners, or even solo tripping. With this campaign and with Ranveer on board we would like to showcase the multifaceted holiday experience that is Switzerland.”

     

  • Organic Harvest's new ad campaign promotes the belief that the closer you are to the nature, the better it is for your beauty regime

    Organic Harvest urges consumers to get closer to nature

     

     

    Organic Harvest has rolled out its first advertising campaign recently. The communication campaign is in line with the brand’s claim of making beauty products which speak of nature in its purest form. Organic Harvest’s new ad campaign promotes the belief that the closer you are to the nature, the better it is for your beauty regime.

     

    Speaking about the campaign, Rahul Agarwal, CEO, Organic Harvest said: “Organic Harvest is not just a beauty care range, it is a lifestyle. It’s about diversifying the way you view beauty and personal care sync with nature.We were very clear about our positioning. It was important to showcase the essence of the brand and also the promise it holds towards the target segment.

     

    Talking about the marketing strategy, he further added, “The personal care industry is flooded with numerous brands, however, there is still niche in the industry. The diversification strategy of choosing different mediums was a big decision, as it was important to evaluate and understand each medium keeping in mind our target audience. We want to make Organic Harvest- an aspirational brand and through this campaign we shall be able to build maximum exposure for our products, consequently, gaining the market attention.”

     

  • Jack in the Box Worldwide in collaboration with TaMo launched a one-of-a-kind guerrilla activity to build intrigue and hype around the launch

    Tata Motors collaborates with Jack in the Box Worldwide to create a unique social campaign

    By A Correspondent

     

    On the  March 7, TAMO, Tata Motors’ sub-brand, launched RACEMO, a two-seater, fully connected, sports coupe at the 87th Geneva International Motor Show.Meanwhile, in the digital sphere, Jack in the Box Worldwide in collaboration with TAMO launched a one-of-a-kind guerrilla activity to build intrigue and hype around the launch.

     

    Said Kaizad Pardiwalla, President, Jack in the Box Worldwide, on the campaign: “Our brief was to create tremendous hype and fan following for the car prior to its launch. However, we couldn’t reveal the name of the car, show the car, talk about the brand, or even reveal the fact that it was a car at all. A challenging brief like that deserved an out of the box response. That response was Cemora – a girl who took social media by storm.”

     

    Added Sujan Roy, Head Marketing, Passenger Vehicles – International, Tata Motors: “This was our first association with Team JITB. From our initial interactions, we found that the team has a deep and fundamental understanding of the digital medium and how to leverage it for maximum effect for the task at hand.”

     

  • The new ad campaign, conceptualised and created by ADK Fortune has been timed around Holi to take the idea forward

    Ghadi takes the social route in latest brand campaign

    By A Correspondent

     

    Ghadi detergent has associated itself with the Swachh Bharat Abhiyaan initiated by the Prime Minister of India. Taking the spirit forward it has identified social cleansing as the next step and has taken the plank of #saaremaeldhodaalo.

     

    The new ad campaign, conceptualised and created by ADK Fortune has been timed around Holi to take the idea forward. The campaign interestingly plays around the phrase ‘buranamanoholihai’ and how it is abused by certain miscreants to take advantage of a situation.

     

    Talking about the campaign, Akashneel Dasgupta, Senior VP and Executive Creative Director,  ADK Fortune says “Once in a while a client backs you to produce something like this. I am happy Ghadi is bold enough to touch upon a subject that been a menace for so long. I think it’s time this message went through”.

     

    Added Rahul Gyanchandani, Joint Managing Director, RSPL Groups: “Ghadi is one of the leading detergent brands in the country and has always stood for cleansing, beyond clothes. Taking this forward we urge people to play Holi with an open heart but a clean mind as well. Through this communication we want to highlight a certain social evil prevalent around the beautiful festival of Holi.”

     

  • Center Shock will be available at Rs. 2 per gum in an attractive jar for high in shop visibility

    Perfetti Van Melle bring back Center Shock

    By A Correspondent

     

    Perfetti Van Melle India has announced the launch of Center Shock in the Indian market; a sour flavoured gum in line with the growing sour flavours trend worldwide.

     

    Commenting on the launch, Rohit Kapoor, Director – Marketing, Perfetti Van Melle India said:  “We have continuously been asked by consumers to bring Center Shock back on our Facebook and other social media handles. Given the amount of interest we see from consumer memory, and the fact that consumers are more accepting of sour flavours now, we have worked to get to launch Center Shock. It’s a joy to bring back a brand basis consumer demand. We will be supporting the launch on social media exclusively, with the same loved communication (designed by Ogilvy) as before. It will be available as a limited edition.”

     

  • The Airtel Girl and her friends will answer it in a brand new campaign, which went on air recently

    Airtel girl back with new brand promise

    By A Correspondent

     

    Sasha Chhetri, the Airtel Girl, and her friends are back in a brand new campaign. This time they are trying to figure out which mobile network is India’s fastest and what’s the proof for it.

     

    Conceived by Taproot-Dentsu, a 360-degree media mix led by TV will see renderings in Outdoor, Print, Radio and Digital.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel:“Our new campaign is aimed at reinforcing our superior network capability that enables us to deliver best in class online experience to our customers across the country.”

     

    Added Agnello Dias of Taproot Advertising, “Ookla is the world leader in speed tests and all we had to communicate is that it had proven Airtel to be the fastest in India. We chose to do it via an all too familiar face”

     

  • The commercials focus on characters who use fashion in pivotal moments of their life to transform and unbox undiscovered sides of themselves

    Snapdeal promotes fashion offering in string of new TVCs

    By A Correspondent

     

    Taking another step forward in expanding its fashion vertical, Snapdeal has launched five interesting commercials on how fashion has the power to unbox something exquisite in an individual irrespective of the age, gender and lifestyle.

     

    Each of the five commercials focus on a distinct segment and life stage, from working men to a newlywed bride to a bunch of college girls lays emphasis on the transformative power of fashion in a person’s life. The commercials focus on characters who use fashion in pivotal moments of their life to transform and unbox undiscovered sides of themselves.

     

    Each commercial in the seriesre-emphasises Snapdeal’s focus on building its fashion vertical. Talking about the advertisements, KanikaKalra, Vice President-Marketing, Snapdeal and FreeCharge stated: “Fashion as a category is growing exponentially at Snapdeal. We are constantly diversifying our fashion assortment to match the taste and preferences of the dynamic set of fashion consumers. Fashion is uniquely the most personal yet the most public signal when you transition life stages, relationships or mindsets. Taking forward the brand narrative on Unbox Zindagi- these films explore moments where fashion is instrumental to defining a new phase of life.”

     

    Created by McCann WorldGroup, the advertisements will be aired on television and will be cross promoted via Snapdeal’sYoutube channel, social media platforms and website.

     

  • The company has rolled its first campaign for 2017 with a TVC highlighting the functional benefits of the brand

    PepsiCo begins summer push for 7UP Revive

    By A Correspondent

     

    7UP Revive, from the Pepsico stable, has rolled its first campaign for 2017 with a TVC highlighting the functional benefits of the brand in this growing category. The TVC shows a man on-the-go, breaking into a sweat and losing some of the essential electrolytes resulting in him being tired. It highlights the importance of 7UP Revive to help replenish fluids and some of the electrolytes lost in sweat.

     

    The TVC will be followed with a digital and print campaign.

     

  • The four-part campaign uses a different protagonist each time, thereby representing not just different categories of people, but subtly conveying that almost every medical issue is addressed by Dr Batra's

    Water Communications executes latest campaign for DrBatra’s

    By A Correspondent

     

    Water Communications has unveiled a new campaign for DrBatra’s based on the concept of ‘live life to the fullest’.

     

    Speaking on the campaign, Vandana Sethhi, Director – Water Communications, said: “Today, most often, it isn’t the complex problems but basic health issues faced by an individual in everyday life that deprive them the opportunity of living life to the fullest. Skin problems, hair loss, cold and cough, obesity and stress… DrBatra’s speciality clinics offer solutions to these and many more health problems that are not only safe but also natural. It was this concept that had to be highlighted through the print campaign and the TVCs through situations that one could easily relate to.”

  • At the heart of the campaign, created by OgilvyOne, is a digital film produced by The Open Iris

    Reliance General Insurance invites users to #OpenDoors

    By A Correspondent

     

    As part of a novel approach to market Home Insurance, Reliance General Insurance has released a campaign that takes the conversation beyond insurance. By urging people to stop locking themselves from the world and live a more carefree life.

     

    At the heart of the campaign, created by OgilvyOne, is a digital film produced by The Open Iris. The film is a reminder of how, in an increasingly chaotic world, our homes have become our havens of solitude. To the extent that we’ve chosen to lock out the world and become prisoners of our own free will. It however, goes on to highlight the unique village of Shani Shingnapur, where the homes and shops, have no doors. And begs the question, if they can do away with their doors, can’t we at least open ours?

     

    Group Creative Director at OgilvyOne, Burzin Mehta, explained, “Triggering a conversation on insurance is never easy. Which is why we chose to talk about trust. Which once formed the basis of a community’s existence but is becoming increasingly elusive, across society. Our intent is to go beyond the transactional exchange of buying home insurance and connect at an attitudinal level.”

     

    Director Padmakumar N added, “Open Doors could well be a thought for the future of humanity – a movement away from the divisive and parochial direction we’re going in. I’ve always felt advertising could be a beacon and campaigns like this only raise its stature.”

     

    It may be noted that OgilvyOne has only created the campaign so please do not call the agency or us (MxMIndia) if you want to buy a home insurance policy. Call Reliance General Insurance…