MxMIndia

Category: PRODUCTS

  • Mountain Dew will be taking a route never taken in advertising-a biopic to take the story to people across India

    Mountain Dew salutes Risk Takers of India through latest initiative

     

     

    Mountain Dew is set to bring its philosophy of ‘NaamBanteHain Risk Se’ to life through an initiative that salutes the real Risk Takers of India. The new TVC salutes the real life heroes and Risk Takers of India for rising above the ordinary and seeks to inspire the youth of today to do the same.The initiative is based on a powerful insight from Mountain Dew consumers who said that they don’t want to end up ordinary and that greater risk means greater success.

     

    Speaking about the campaign, Vipul Prakash, Senior Vice President- Beverage Category, PepsiCo India says, “Mountain Dew has always been about celebrating real heroes by encouraging people to break out of the ordinary to make a name for themselves.Through ‘Risk Takers of India’, we want to drive a purposeful message around breaking out of your boundaries to rise above. It is our way to salutethe unsung Risk Takers of India, who have overcome challenges and brought accolades not only to themselves but the country as well. Their illustrious journeys set an example for everyone and Mountain Dew is proud to present this platform to encourage youth to take risks.”

     

    According to Senthil Kumar, Chief Creative Officer, J Walter Thompson India: “The creative idea was to push Mountain Dew’s core idea of taking risks even further. We decided to go real and authentic and get inspired by real life heroes. And came up with India’s first biopic in Indian advertising. It is our way of recognising and acknowledging these risk takers in real life who battled the elements and came out on top. It is our attempt to inspire the youth of India to go out there, take a risk and make a name for themselves. And what better way to do that than by showing the journey of man who did it for real all alone ,nonstop across the seven seas…and became the first and only Indian to do so.”

     

    Mountain Dew Risk Takers of India will showcase the stories of five real-life risk takers – Deepa Malik, ArchanaSardana,Arjun Vajpai, SatyendraVerma and Bhakti Sharma. Each of the five heroes recognised by Mountain Dew have overcome hardships and risked their lives to rise above the ordinary and make a name for themselves.

     

  • Rohan Builders of Pune, were among the first real estate companies in India to introduce a 'Price Protection Policy' back in 2008

    LinTeractive campaign for Rohan Builders sells vegetables to sell real estate

     

    LinTeractivehas unveiled a digitally-led initiative, Price-Protected Sabziwala (vegetable vendor) for Rohan Builders.

     

    To push the idea further, an online vegetable store, #PriceProtectedSabziwala (www.priceprotectedsabziwala.in) has been launched, where people can buy vegetables with a price protection guarantee. Physical vegetable stores on the same lines have been setup in retail malls of Pune. The buyers of veggies from these stores are notified via SMS, every time prices fall and they can claim a refund of the difference online. The website goes on to introduce Rohan’s Price Protection Policy invite buyer interest.

     

    Abhishek Bhatewara, Director Sales, Rohan Builders said: “In the current state of the real estate market in India, the home buyer is anxious that house prices may fall, delaying their buying for a later date. At Rohan Builders, we understand the buyers’ hesitation in committing their hard-earned savings to buy a house right now. LinTeractive has come up with a very simple and effective way to make people relate to this policy – an everyday fluctuation we all live with – the prices of sabzi. We’re trying to trigger in the minds of the consumer that, buying a home with Rohan is something they should consider without fear as their investment is protected from any downturn in the market.”

     

    Added Vikas Mehta, Group CMO& President – Marketing Services, MullenLoweLintas Group: “To put spotlight in a blind spot (price protection by a real estate company in this case) is always an interesting marketing challenge. These are hard times for the real estate business and I commend Rohan for thinking digital-first. Sumanta and the team at LinTeractive have done a great job of executing the idea seamlessly in an omni-channel manner. To see measurable impact on the clients’ business in such a short period since the campaign went live with an improved CPL, is truly heart-warming.”

     

    Said Sumanta Ganguly, Executive Vice President, LinTeractive: “Inherent to our approach has always been the effective understanding of consumer journey’s to use the effective touchpoints to enablespecific action. The omni-channel campaign has been created using touch-points including physical and digital experiences (on ground, web and mobile), conversations on social media, video content and OOH. In #PriceProtectedSabziwalawhile awareness was driven through outdoor and radio, use of videos to bring to life the fluctuating prices in vegetable markets helped the idea gain traction and SMS with money back demonstrated Rohan’s brand promise.”

     

  • The campaign highlights the fixed mindset that plagues many of us while making use of our hard earned money

    DSP Black Rock urges investors to get out of the fix

    By A Correspondent

     

    DSP BlackRock Investment Managers hasannounced the launch of #UnfixYourMoney, a new digital campaign to promoteDSP BlackRock Money Manager Fund.

     

    The campaign highlights the fixed mindset that plagues many of us while making use of our hard-earned money.

     

    Said Aditi Kothari Desai, EVP and Head – Sales, Marketing &E-Business, DSP Black Rock: “Change is always difficult, but it is essential for real progress. Most of us find it easy to stick to what we know and have experienced earlier, not realizing that the world is changing and there is almost always a better way to do things. We see this play out the most with the Indian preference for traditional savings instruments. But when there are new age solutions that can ‘fix’ this problem, why not ‘unfix’ your thinking and make the right move? Our DSP Black Rock Money Manager Fund is a great investment tool for those looking beyond traditional saving options as it not only offers the potential of better tax efficient returns, but with the instant redemption facility, goes a step further with its promise of instant withdrawal and access. So why keep your hard earned money idle? Make it work hard for you.”

     

  • The relationship between the telecom major and the cricket league goes beyond the ZooZoo campaign

    Vodafone scores a Perfect 10 with IPL

     

     

    By A Correspondent

     

    Talk of the Indian Premier League, and other than the title sponsor, if there’s one brand that’s is kinda intrinsically associated with the cricketing tournament, it’s telecom major Vodafone. Right from inaugural tournament in 2008, Vodafone and its advertising agencies have worked extra to be associated with the premier sporting league.

     

    And despite all the controversies around it, Vodafone India has stayed on. However, there’s more to the advertising one sees around the live broadcast. For instance, the large amount of BTL activity at the time of the IPL, including the cricket stadia. The match-signing is now an activity that other brands also like doing, in order to engage with customers and/or their own constituents.

     

    Celebrating a decade of its association with the Indian Premier League, Vodafone India has announced to make the 2017 edition as big as it gets. This year, even as Vodafone and IPL commemorate a decade-long partnership,Vodafone customers and IPL viewers can look forward to many new initiatives. Vivo IPL 2017 starts on April 5 and continues till May 21.

     

    The Vodafone Super Fan that offers Vodafone customers to get the match winning ball signed by the winning captain on live television,takes on a larger avatar in IPL 2017. Then there will be the Zumi Cheer films with the little characters displaying their signature steps.

     

    Another engagement exercise is an opportunity for aspiring Vodafone SuperFans to experience the unique feel of cheering for their favourite team from the front row of the stadium, even if they are not actually in the stadium, but are watching the match from a Vodafone store anywhere in the country.

     

    Said Siddharth Banerjee, EVP – Marketing, Vodafone India: “Vodafone and IPL together have offered unique and engaging experiences to cricket followers and sports enthusiasts over the last decade. We at Vodafone are proud and privileged to have been part of this 10-year journey that has changed sports and cricket in India. If you have loved the iconic Vodafone campaigns over previous editions of IPL, this year is going to be bigger, better and even more action packed. Vodafone Super Fan Ki Super Wish and the chance to cheer from the Front Row will offer exclusive experiences to the Super Fan for the first time. Vodafone customers and cricket lovers can also look forward to enjoying this IPL season with the Zumi Super Cheers celebrating special cricket moments”.

     

    Vivo IPL 2017 starts on April 5 and continues till May 21

     

    Vodafone @ IPLs

     

    Year 1: 2008:: Happy to Help

    :: Link:  https://www.youtube.com/watch?v=Xa5i8Yx9RPk

     

    Year 2: 2009:: Vodafone introduced ZooZoos

    :: Cricket Alerts - https://www.youtube.com/watch?v=Mx5PYo5oNZw

    :: Beauty Tips - https://www.youtube.com/watch?v=LZ5J-RWQuIY

     

    Year 3: 2010:: Campaign: Launch of IVRS (Zoozoos)

    :: Link: https://www.youtube.com/watch?v=_1qpm5K8fIw

     

    Year 4: 2011:: Vodafone 3G: Faster, Smarter, Better (Introducing Super Zoozoos)

    :: Link: https://www.youtube.com/watch?v=0GFr_GSjYPI

     

    Year 5: 2012:: Internet is Fun

    :: Link: https://www.youtube.com/watch?v=pwqNdhzUPpM

     

    Year 6: 2013:: Mobile Internet: Faster Download, sharing, online recharges, games etc

    :: Link:  https://www.youtube.com/watch?v=P0fQHXN1Bd4

     

    Year 7: 2014:: Superior Customer Experience

    :: Link: https://www.youtube.com/watch?v=8GVEiaP3mf0&feature=youtu.be

    :: .Link: https://www.youtube.com/watch?v=a4MPiybKAqA&feature=youtu.be

     

    Year 8: 2015:: Speed is Good

    :: Link:https://www.youtube.com/watch?v=ztDH9ufdhgY&list=PLFIgzNfEWW2XesiPcL0npS_fA_XeHFjZ0

     

    Year 9: 2016:: #BeSuper

    :: Link: https://www.youtube.com/watch?v=iFRMh5kv19k

     

    Other initiatives in IPL

     

    2012 - Vodafone launches Super Zoozoo comic series (The Adventure of Super Zoozoos, New Year videos, Christmas Carols, Diwali & Valentine Day greetings)

    2012- Vodafone SuperFan launched

    2013 – Vodafone Facebook ZooZoos page crosses 10 million fans

    2014 - Vodafone FanArmy

    2016 - ZooZoo Emoji on Twitter - India’s first corporate brand emoji 2016

    2016 – Cheer Slogan – #HakkeBakke  -  https://www.youtube.com/watch?v=WuGr2dVzoC4

    2016 – Vodafone Super Album (75,000+ photographs were collated in an Online Album)

     

  • The new breakfast cereal promises a big nutrition punch

    Kellogg’s launches a new variant – Special K Protein & Fibre

    By A Correspondent

     

    Kellogg India has introduced a new nutrient dense ready-to-eat cereal in the market under its Kellogg’s Special K portfolio and along with it comes a new advertising campaign.

     

    Speaking on the new variant, Sangeeta Pendurkar, Managing Director at Kellogg India said: “Every new offering from the Kellogg’s bowl is to address a specific consumer need. This new breakfast cereal, in particular, presents consumers with a nutritional boost to set the stage for the day ahead. Through the Special K portfolio, we are trying to address a bigger shift in mind set and inculcate the importance of eating a balanced, nutritious meal and not eating less in one’s journey to stay fit.”

     

    Added Nandita Chalam, Senior Vice President & Executive Creative Director, J Walter Thompson sharing the creative thought behind the campaign. “The heart of this campaign is about being in step with today’s health conscious women. They are looking for healthier ways to manage their weight rather than diet. And this point is made in our ad by none other than Deepika Padukone – a terrific example of someone who believes in leading a healthy lifestyle by eating well balanced meals including a nourishing breakfast and exercising regularly.”

     

  • The account was won post a multi-agency pitch

    Indigo Consulting wins digital duties for Danone India

    By A Correspondent

     

    The Leo (Burnett) Group’s Indigo Consulting has bagged the digital mandate of French food giant Danone in India. The account was won post a multi-agency pitch, and will be handled out of the agency’s Mumbai office.

     

    Speaking about bringing Indigo Consulting on board, Himanshu Bakshi, Marketing Director, Danone India said: “Given our aspirations for our brands, we saw an ideal fit with what Indigo brought to the table. We needed disruption in terms of leveraging powerful consumer insights into seamless digital execution, and hence we invited a multi agency pitch. Their approach to integration with the overall creative campaign is simple and compelling, and we believe our brands will benefit immensely in the near future with this association.”

     

    Commenting on the account win, Rajesh Ghatge, CEO Indigo Consulting, said: “We are excited at the prospect of partnering Danone to comprehensively leverage digital to engage with their consumers across brands. We spot a huge opportunity for Danone to build communities and drive conversations around their brand promise. We hope to deliver value on back of our ability to mine data and and create highly engaging content, while driving Danone’s brand and business agenda on digital.”

     

  • Brand Street India spearheads the dual purpose campaign

    Godrej Yummiez propels its marketing initiatives through BTL activities

    By A Correspondent

     

    Godrej Yummiez from the house of Godrej Tyson Foods, a leading player in the processed poultry segment, has commenced its BTL marketing to support its TV and digital marketing campaigns.

     

    The first set of tests for this BTL activity was rolled out proactively in Bengaluru by Brand Street India. In order to leverage product experience, Yummiez Chicken Nuggets and Cheese Corn Nuggets were fried on the spot and served piping hot to the consumers at these outlets.Speaking about their association, Surendra Singh, Brand Street India, said: “We are extremely ecstatic about having convinced Godrej Tyson Foods of our expertise, and our concept that will help create value for their best known brand Godrej Yummiez.”

     

    Godrej chose BSI for the activation of the campaigns because of its successful streak of marketing campaigns for FMCG brands, notes a communique.

     

  • Celebrates spontaneity by driving relevance with today's generation

    Pepsi unveils campaign celebrating global moments

    By A Correspondent

     

    The best moments are those when you decide to let go, choose to act, follow your passion – nothing holds you back. It’s summer, and this is the theme of the new Pepsi ad.

     

    Speaking on this campaign, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, said: “Through the Moments campaign, we have once again taken a progressive approach to truly reflect today’s generation with a relatable packaging innovation. ‘SochaNahiJi Gaya, Pepsi Thi, Pi Gaya’ is our campaign philosophy and we see our purpose in being able to seed spontaneity in the life of our new age consumer. At PepsiCo, we have always celebrated packaging, which is our strongest asset, and a key driver for our Shelf to Media approach. We are confident that our Moments campaign will truly make Pepsi stand out on the retail shelves.”

     

    Added Senthil Kumar, Chief Creative Officer, J Walter Thompson India:”Pepsi has always been an iconic brand that mirrors millennials and creates popular culture. This summer Pepsi is celebrating the spontaneity that defines today’s generation, with a set of three summer special commercials that capture how icons and new age consumers themselves are seizing the moment and doing it with a swag that represents the great taste of Pepsi. The insight remains the same as our ‘Pepsi Thi Pi Gaya’ campaign; there are some things in life that you can’t say no to, a chilled bottle or a chilled can of Pepsi.”

     

  • Idea logo to feature on the back of the team jersey

    Idea Cellular extends partnership with Kings XI Punjab for the second year

     

     

    Entering the ninth year of continued brand engagement during IPL, Idea Cellular has partnered with Kings XI Punjab. The company kickstarted the second year of the team sponsorship with the Kings XI Punjab team at its home ground in Indore. VirenderSehwag, EionMorgon and Martin Guptill along with Sashi Shankar, Chief Marketing Officer, Idea Cellular unveiled the official jersey of the team.Idea Cellular is associated as the Principal sponsor with Kings XI Punjab for this season.

     

    Speaking about the association, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Brand Idea has always been committed towards promoting sports and sporting events in the country. Continuing with this legacy, this year too, brand Idea is happy to be associated with the promising Punjab Kings XI team. Our association with the Team will result in Idea customers get a host of benefits, and opportunities to engage with their cricketing heroes. Over 3 Crore Idea subscribers in Punjab and MP will directly benefit from this association and the nearly 20 Crore subscribers nationally will get to be part of the T-20 action.”

  • The Fastrack Reflex promises to be all the gear you need to track 'activity', whatever that may entail

    Gear up for some action, says Fastrack in new tongue-in-cheek campaign

    By A Correspondent

     

    Fastrack has unveiled its new ad campaign titled ‘Gear up for some action’ which bears the signature brand persona. Synonymous with the progressive mind-set of millennials, Fastrack has designed this campaign specifically for Reflex, a dynamic new product in the smart wearables category which tracks calories, monitors sleep, counts steps and is high on style. The latest campaign launches the new category in Fastrack’s portfolio of youthful, trendy products, in a manner that’s uniquely Fastrack.

     

    Elaborating on the concept behind the ‘Gear up for some action’campaign, Suparna Mitra, Chief Marketing Officer, Watches & Accessories at Titan, said: “The youth have evolved and so have their needs, especially their love for technology. Millennials look for multifaceted products and we want to provide them with empowering productsthat meet their continuously changing lifestyles. The latest campaign for Reflex goes beyond conventional communication in the wearables space. It’s a fun way to celebrate the needs of the youth, who desire a combination of smart features and trendy design.”

     

    Said Hari Krishnan,President (South), Lowe Lintas:“Fastrack is a brand that has always tried to be the candid voice of youth. In that context, when Fastrack decided to launch Reflex, a new range of fitness/activity trackers, it was another opportunity for the brand to present its own candid view on ‘Fitness’. The word ‘activity’ has a different meaning in the youth lexicon. From chatting to jogging to even flirting, almost everything is an ‘activity’ and that’s exactly what we decided to trip on”, says.

     

    Sharing his thoughts on the campaign, Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore says, “Activity trackers is a totally new category. But we had to always keep in mind that this product is by ‘Fastrack’. Fastrack has always had a lighter take on everything. Probably just like the audience we want to connect with. Very few seem to be having fun with a topic like ‘fitness’. So we came up with a tongue-in-cheek take on fitness. We had fun making it. Also because we had Vinil Mathew making it for us. Hope they all love it like we do.”

     

  • The contemporized logo with its modern look, colour and lines captures the new positioning

    Tenon Group revamps brand logo

    By A Correspondent

     

    Leading integrated security and facility management firm The Tenon Group has undertaken a brand identity overhaul and revamped its logo. It is the biggest repositioning since its inception about 22 year ago.

     

    Commenting on the change, Major Manjit Rajain, Group Chairman, Tenon Group said: “Our refreshed brand goes much deeper than just a new logo and colour. It reflects our commitment to creating ‘clients as partners for life’, as has been the case for the past 22 years. While the brand colour and typography have changed to better represent what the company is today, Tenon’s value proposition remains the same – our combination of excellence in service, exceptional client engagement and deeper industry expertise remains unique, and enables us to develop long-lasting and rewarding client relationships.”

  • The pan India campaign will run extensively during the Indian Premier League (IPL) 2017 season, of which Parle Products is also an associate sponsor

    Taproot Dentsu asserts popularity of brand Parle in latest campaign

    By A Correspondent

     

    Parle Products has launched an integrated brand campaign which showcases its portfolio of brands and a message that strongly links each of these brands back to the mother brand, Parle. Through the campaign, Parle wants the consumer to know how far and wide its range of product offerings go and how firmly entrenched they are in the daily lives of the consumer.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, “Parle Products has always offered its consumers something memorable for every occasion. Various brands from Parle form a part of almost every Indian household. Through this campaign, we aim to focus on these brands and connect it to the mother brand, Parle. The unique ad campaign showcases situations where people are oblivious to certain things in life, just like they are not aware of the multiple brands from the house of Parle. The treatment of the TVC is refreshing with a hint of quick wit and humour”

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “We’ve all enjoyed Parle products for as long as we can remember. The aim of the campaign was to make their brand name synonymous with the huge range of goodies that we consume almost every day. With ‘NaamTohSuna Hi Hoga’, we’ve found a light and hopefully memorable way of driving the brand name and equity home. If their products have always brought a smile to our faces, why shouldn’t their ads?”