MxMIndia

Category: Digital

  • The network promises to take Rio Olympic viewing to a notch higher

    Star India’s 50-day countdown to Rio begins!

    By A Correspondent

     

    The countdown to the biggest multi-sport event, the Rio 2016 Olympic Games, has begun. Forty-nine days to go. August 5 is the date when all the action begins at Brazil and this time the world will witness the biggest ever Olympic contingent from India.

     

    To make the viewing experience of these games even better, Star India is expanding its coverage by dedicating eight channels on a 24×7 basis, broadcasted in two languages – English and Hindi. Star Sports and Hotstar, together, will broadcast 3000-plus hours of live content from the Olympics, facilitating fans to catch every medal live.

     

    Speaking at a press conference, Nitin Kukreja, CEO, Star Sports, said, “Star Sports has been at the forefront of establishing a multi-sport culture in India. While cricket continues to reach new heights, Indian sports fans have already shown their love for kabaddi and football. The Olympics are the pinnacle of a multi-sport event, and as India prepares to send its largest ever contingent, Star Sports is leaving no stone unturned to provide the most comprehensive access to Indian sports fans.”

     

    Since, ‘digital’ is the buzzword these, how can Hotstar, Star’s video sharing platform be behind! It will roll out the coverage of Olympics with 14 live feeds consistently and up to 36 concurrent feeds at peak on the Olympics video player, available to users on demand through the event. “While Hotstar is covering Olympics for the first time, we are excited that we are bringing an all-round coverage of the Olympics for the Indian digital user that will be the best in the word. Like in our coverage of other sporting events, our focus will be not just making every moment of the Olympics available to the fans but also provide them the ability to create personalised, interactive experiences that allow them to follow and watch what is of unique interest to them,” said Ajit Mohan, CEO, Hotstar.

     

    Apart from live feeds, it will introduce an interactive, data rich Olympic player on the web where users will have the option to switch between the 14 live feeds, have access to day-wise listing of events and medals tally, and the ability to personalise the experience by following specific countries and sports disciplines.

     

    Star Sports, on the other hand, has set up an elite panel of international and Indian Olympians as well as sports experts who will share analyse and connect with viewers as live action unfolds. The eminent panel includes Ian Thorpe, Prakash Pafukone, Anjali Bhagwat, Viren Rasquinha and Rehan Poncha. Paula Malai Ali will be the presenter in English and Divya Jaitley will be the presenter in Hindi.

     

  • The campaign celebrates the changing role of fathers in society and applauds fathers who take pride in hands on approach to parenting

    Snapdeal banks on #FathersCanBeMothersToo communication on Father’s Day

    By A Correspondent

     

    Snapdeal has released a unique campaign on eve of Father’s Day where it sought to break gender stereotypes. Through its campaign, it aims to change the universal diaper changing sign which mostly depicts a mother changing diapers to include fathers as well. Titled #FathersCanBeMothersToo, the campaign celebrates the changing role of fathers in society and applauds fathers who take pride in hands on approach to parenting.

     

    The campaign caught attention of parents and educators on social media for challenging traditional general roles. #FathersCanBeMothersToo trended on Twitter for more than 7 hours across India, becoming the most popular trend several times during the day. Additionally, #FathersCanBeMothersToo led to more than 6800 conversations and 23 million+ impressions on Twitter. Snapdeal also partnered with several malls and the Hyderabad airport for changing signage on their baby diaper changing stations.

     

    Talking about the inspiration behind the campaign, Kanika Kalra, Vice President- Marketing, Snapdeal said, “The world is changing around us. It is for the brands who belong to a new world to debunk gender stereotypes in the new age. On the occasion of Father’s Day, we decided to update this age old sign to acknowledge the changing face of fatherhood. It immediately struck a chord and we received many heart-warming messages. We hope that people adopt the new sign and question practices like this, which have been taken for granted all these years.”

     

    In the spirit of change begins at home, Snapdeal had kicked off the campaign by inviting all its employees who are fathers to bring their children to office on Friday for fun activities. To adopt the new signage, people can download the new diaper changing station sign from the Snapdeal website which is free for use at businesses, workplaces, public spaces like airports etc.

     

  • The new Google ad by Lowe Lintas deals with fulfilling unfulfilled dreams

    Google unveils new campaign that emphasizes on fulfilling one’s dream

    By A Correspondent

     

    Keeping its focus on India, Google is trying to enhance consumer experience through their products and their effort to make internet more accessible to a larger pool of people. And, in order to do so, it has released its digital film titled ‘The Hero- A Bollywood story’. The film has been conceptualised by Lowe Lintas, Delhi.

     

    The agency had to crack an idea which not only impacted the masses but one that appealed to a wider audience across the country. They used the context, which most Indians can relate to- the context of unfulfilled dreams. Mostly, people tend to forget and move on from their unfulfilled dreams. The film highlights how Google, in its own way, can help you find that dream and chase it. To add a relatable and relevant touch, the agency has incorporated Indian cinema as a background. Bollywood is synonymous to hopes and dreams of thousands in our country, and through this film Google has tried to focus on cinema from a product perspective- enhancing film search results and create a range of search experiences especially for Indian cinema.

     

    Commenting on the new campaign, Sapna Chadha, Marketing Head, Google said: “Google has a long history of building products for India, and we wanted to make sure that when these millions of Indian cinema fans pick up their phone and ask Google about their favorite films, actors or songs, they get a delightful, local experience.”

     

    The film is about the journey of a father-son duo, where in the son is trying to fulfill his father’s long lost desire to work in movies. It is about them rediscovering dreams – Bollywood style – with Google Search by their side.

     

    Arun Iyer, Chief Creative officer, Lowe Lintas said, “With a nation that’s crazy about cinema, thousands of people land up in Mumbai every day to be part of this magical world. But very few get to live their dreams. This film was inspired by those lost dreams and new journeys. The story was created around the product that takes you on an emotional journey.”

     

    Commenting on the campaign, Naveen Gaur, President, Lowe Lintas said, “Nothing unites this nation like cinema does. So we took that as the context to expand the relevance of Search in people’s everyday life. Cinema is so engrained in us that we always endlessly want to know about films and the stars. Google with its enhanced search does a great job in helping people know anything about Movies and much more.”

     

  • It seeks to bridge the digital advertising skills gap

    Google unveils second edition of ‘Squared’

    By A Correspondent

     

    Google has announced the second edition of ‘Squared’ – an executive training program that enables advertising professionals to become digital ninjas. Over 50 marketing, media and advertising leaders in India — Dentsu Aegis, Group M, Interpublic Group, Madison, Onmicom Media Group, Starcom and ZenithOptimedia, Shop clues, Max Life — are participating in Squared this year.

     

    The program is designed to impart the next generation of marketing, media and advertising leaders with digital, technological and leadership skills through hands-on labs and mentoring sessions with experts and mentors from the global advertising industry, including Charlie Somers Cock, Head of Global Talent – Impact International , Kunal Shah, Founder – Free Charge, Sapna Chadha, Head of Marketing – Google, Archan Banerjee, Head Digital Marketing – Dabur, Nidhi Bisht, Co-Founder, Director – New Brain Theater Volks, Atul Chaturvedi, Joint Secretary, Dept. of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India and others.

     

    Last year, 40 “Squares” went on to champion change in their agencies. For its second edition, the program will focus on using digital to create innovative and impactful marketing and advertising campaigns, with a particular focus on mobile, digital video and measurement. The two-week intensive residential training program is currently underway in Delhi and will run in Mumbai from July 11th – 22nd.

     

    Punitha Arumugam

    Punitha Arumugam, Head of Agency Business – APAC, Google commented, “Digital is already about 12 per cent of the total advertising spends in India, and is projected to be approximately 30 per cent by 2020. This creates an acute need for leaders who have the skills and expertise to harness the best of the medium. Through our intense focus on training programs such as Squared, we are empowering advertising professionals with deep digital, technical and leadership skills that will help them deliver powerful brand campaigns.”

     

    Squared was first piloted in the UK, where more than 300 professionals from 60 agencies and advertisers participated over a period of time. India is the sixth market of Squared’s global roll-out following London, Singapore, New York, Hong Kong, Germany, Thailand and Indonesia.

     

    Squared is just one example of Google working closely with the agency community in India. Programs like Planner’s Days, YouTube Bootcamps and Mobile Leadership programs aim to contribute to the growth of individuals and organizations. Over the past two years, 1700 Indian professionals have been trained in these programs.

     

  • Graphic India is a character entertainment company focused on creating leading characters, comics and stories through animation, comics and digital platforms

    Graphic India beefs up management team

    By A Correspondent

     

    Narendra Deshpande

    Graphic India, a leading character entertainment organization has announced the appointment of animation executive Narendra Deshpande as Senior Vice President of Production and Animation. Deshpande will work closely with Graphic India’s Co-Founder & CEO, Sharad Devarajan and its EVP, Creative, Jeevan J. Kang, to scale up Graphic’s original animation production across television and digital platforms.

     

    “Narendra brings to Graphic India two decades of animation production experience and excellence and it’s our great honor to have him join us in our mission to create original Indian characters and stories that captivate the imaginations of audiences around the world,” commented Devarajan. “With an ever increasing number of new animated shows in production and development, Narendra will oversee our production scale-up and build a world-class execution pipeline.”

     

    “After an enriching journey of 20 years in the animation industry, having learned a lot from each and every experience, I am now joining Graphic India with new hope and a new dream. With the intention to be more perfect, acquire more knowledge with open arms and aim to achieve great heights,” added Desphande. “With my dedication, devotion to my work and a bagful of new ideas, I had heard that if you ‘Choose a job you love, you will never have to work a day in your life’, and that’s exactly what I am going to do as pleasure in work gives perfection. I believe in hard work to get desired results. No gains without pains. Looking forward to a fantastic time at Graphic India.”

     

    Graphic India is a character entertainment company focused on creating leading characters, comics and stories through animation, comics and digital platforms. The company’s animated shows include, “Chakra The Invincible,” which Graphic India created with superhero icon, Stan Lee (Co-Creator of Spider-Man, Iron Man, The Avengers) and appears on Cartoon Network/Toonami as well as the Angry Birds ToonsTV platform where it has reached over 40 million views around the world. Phantom Films recently announced a partnership with Graphic for a live-action Bollywood film based on Chakra, to be directed by acclaimed filmmaker, Vikramaditya Motwane.

     

    Graphic India is also working with acclaimed actor, Amitabh Bachchan on the launch of his first animated series, “Astra Force”, which will appear on Disney Channel later this year.

     

  • The agency's mandate would be to provide strategic digital recommendations in order to increase the sales and augment brand awareness

    Krispy Kreme hands over digital mandate to Langoor

    By A Correspondent

     

    Digital marketing agency, Langoor has been assigned the digital mandate for Krispy Kreme (India, South and West Region) – the American global doughnut chain. The account was presented to Langoor following a multi-agency pitch. The agency’s mandate would be to provide strategic digital recommendations in order to increase the sales and augment brand awareness.

     

    The aim is to strengthen Krispy Kreme’s brand positioning in South and West India and accelerate brand consciousness among its target audience in the digital space. Commenting on the account win, Madappa KA, Vice President, Citymax Hotels Pvt Ltd and Business Head, Krispy Kreme India said, “As we plan to increase our brand awareness, it was found necessary to have a agency that can handle the digital advertising needs of our business. After a detailed evaluation process, we decided to award Langoor Digital the creative mandate”.

     

    Elaborating further he states, “The decision was based on the strong point of understanding our business needs, and articulation of a digital communication strategy on the way ahead. Langoor came in with deep consumer insights and a creative edge that is required to address the brand objectives through digital campaigns and more importantly presented a clear ROI based model”.

     

    Commenting on the new win Venugopal Ganganna, Chief Executive Officer, Langoor Digital adds, “We are delighted to win the digital mandate for Krispy Kreme South and West India. The food and beverage space is a super exciting industry and gives numerous opportunities to provide the digital transformation solution.”

     

  • Sunsilk and MTV unveil an all-woman show that will showcase inspiring stories of other women in our country

    For the women, by the women

     

    By Anuka Roy

     

    MTV is ready to embark on a road trip to celebrate women with its brand new show ‘Sunsilk and MTV present Angels of Rock’. The show is an attempt to celebrate women, their stories of empowerment, self-belief and journey. It will feature four rock stars- Shalmali Kholgade, Anusha Mani, Jasmine Sandlas and Akasa Singh – riding across the country to inspire and be inspired by other women of our country.

     

    An interesting fact about the show is that apart from a female-led cast, it had a female crew filming it. It aims to bring out the success stories of women across cities, towns and villages of India. The show has tried to capture the essence of urban as well as rural India through the stories. The four women will travel from Mumbai to Wagah Border with multiple stopovers on the way to meet interesting women.  From female fire-fighters of Jaipur to the female rickshaw drivers of Haryana, the ‘angels’ have met women with extraordinary tales to share. Each episode will also have an original song compose which will describe the spirit of these stories.

     

    Speaking about the concept of the show, Ferzad Palia, Head, Youth and English Entertainment, Viacom 18 noted in a communique, “We are going a step ahead and celebrating womanhood in all its glory by bringing our viewers an unique proposition in form of Sunsilk and MTV present Angels of Rock- a show that is by the women, of the women but for everyone. The show focuses on inspiring stories of real women blended with travel, fun, and a whole lot of music created by four amazing singers.”

     

    “It is a wonderful opportunity for Sunsilk because it is a brand that talks to the youth. It is a youth brand but it is also a brand with fantastic heritage. MTV is one of the best ways to partner with because it is not only the number one entertainment youth brand but it is also a great iconic youth brand. So, if you need the youth to sit up and listen, this is actually a great way to do it. We came together and said we want to create something which is based on the philosophy of the brand. Therefore, this property came in to existence which has the brand values which is about self-belief, positivity, taking real-life inspiring stories of the girls not only from big cities. The four angels have their own success stories which are inspiring to people but at the same time they are saying we will go out and reach out to the urban and rural India alike and try and find our real inspiring stories from there also. The two iconic brands have integrated at that level to co-create this property,” said Priyanka Singh, Senior Global Brand Manager, Sunsilk, about Sunsilk’s association with MTV and the show.

     

    The show starts on July 31 at 8 pm on MTV.

     

  • It's a global sensation since it launched on July 6. Here's a report by Ansible, the mobile marketing division of IPG Mediabrands…

    Why should Brands care about Pokemon Go

     

    It’s been a rage since it launched in some parts of the globe on July 6. Although not officially available in India, Pokemon Go has caught on in a big, big way here too. Here’s a report by Ansible, the mobile marketing division of IPG Mediabrands that talks about how the relevance of the all-new platform for brands…

     

    The Trivia

    Pokémon Go is a free-to-play location-based augmented reality mobile game, developed by Niantic and published by The Pokémon Company as part of the Pokémon franchise. It was released worldwide in July 2016 for iOS and Android devices.

    •Pokémon Go has quickly become a phenomenon in less than a week

    The game encourages players to explore their cities, driving real-world traffic for local businesses

    •A mass audience is falling in love with augmented reality (AR), opening the door for brands to leverage AR technologies to reach consumers

     

    Pokémon Go was launched on July 6 and became a viral sensation with a week. The new mobile game leverages GPS and cameras on smartphones to simulate the Pokémon-catching experience from the older games in the real world.Mercurial Rise

     

    Scope for Brand Associations

    1. PokemonGo players must leave their homes and explore their neighbourhoods and cities, following a digital map that leads them to various characters and locations. Niantic just announced that they are willing to create in-game sponsorship opportunities soon.

    2. For now, the game is monetized by in-app purchases by users. Because the game gets users out into the world, there are marketing opportunities surrounding the game

    3. While the camera-enabled AR experience built around location services, creates the game’s most share-worthy moments as social feeds. Facebook and Twitter include almost non-stop screenshots from the game in the last week.

     

    How can Brands Leverage

    •Brands without physical locations will have a tougher time capitalizing directly on the latest Pokémon craze.

    •There would be more opportunities to get in front of Pokémon Go players through in-game ads or sponsorships,

    •This is a good time to think about ways for augmented reality to drive new opportunities for your brand. AR can be a great way for customers to envision your products in their lives and to launch digital experiences from signage or product packaging. What we can do now through a smartphone is just the beginning.

     

    How can Retailers Leverage

    •The nature of Pokémon Go demands players go outside and walk around. Already, there are stores and cafes seeing a spike in foot traffic because their locations are hotspots in the game. The New York Times reported that one bar in Harrisburg, Va., has started offering discounts to Pokémon Go players on a specific team, while a tea shop in San Francisco offered a “buy one get one” deal to Pokémon Go players.

     

    If one of your locations is lucky enough to be at or near an in-game hotspot known as a PokéStopand you’re willing do a little work and make a few in-app purchases, you can drive even more traffic and sales. L’inizioPizza Bar in Queens used that strategy and boosted sales by an incredible 30%, spending

     

    Some FAQs by Brands

    Q. Can my brand buy [insert game feature] for sponsorship?

    A. No, not yet but we are watching this space and the CEO of Niantic says they are working on it.

    Q. Can I use guerilla marketing techniques to get my brand into the game?

    A. Not really but see below for a way to use guerilla marketing to get foot traffic in the real world.

    Q. What are lures and what is crowd-luring?

    A. “Lure modules” are an item in the game that attract Pokémon to a PokéStoplocation for 30 minutes. Anyone in the area can take advantage of the lure and they usually attract crowds of players. The lures last for 30 minutes and, if bought in increments of $100, cost $1.17 per hour.

    Q. How do I turn my retail location into a PokéStop or Gym?

    A. Gyms are destinations players to battle with other players’ Pokémons, whereas a PokéStop is a checkpoint that players pass by for a few seconds to get free loot. So far, Niantic has full control over the creation of PokéStops and Gyms.

    Q. How does incense work?

    A. Incense works similarly to lures, in that it attracts Pokémon, but these should not be used by brands as they only create extra Pokémon for the user deploying them, not for other users in the game. They are not tied to a location the way lures can only be used at PokéStops.

    Q. Can I buy lures to add them to my store?

    A. Lures are purchased in the in-game store with Pokecoins, which are purchased with real money.

     

  • The platform allows the users to choose from a wide range of content including Maths, Science, Space, Wildlife, Food etc

    Da Vinci Learning amplifies digital play with launch of OTT service

     

     

    With Over the top content (OTT) being the new big thing in broadcasting, Da Vinci Learning announced the launch of its OTT service. The platform will provide on the go access to the programming and content of the channel. The OTT service has been launched as a web based service accessible through its website and will be soon available via an app as well.

     

    With Da Vinci Learning’s OTT service now in the hands of viewers there TV watching experience will be further accentuated and will turn into a meaningful experience, helping children develop various skills early-on, encouraging older viewers to keep asking questions and inviting families to take their learning journeys together. The content on Da Vinci Learning OTT play is safe for the consumption of kids. The entire bedrock of the OTT service is based on Da Vinci Learning’s promise of “Kids Safe” content.

     

    The platform allows the users to choose from a wide range of content including Maths, Science, Space, Wildlife, Food etc. After logging in, the kid can watch full episodes on all their favourite topics and can also keep a track of the show timings on-air.

     

    The portal has different sections like Your Favourites, What’s Hot, Da Vinci’s Superstars where kids can view their favourite shows as well as shows that are popular with other kids. They will also be able to rate, like & add shows to their wishlist. The thematic of the service is built with kids in mind and uses very intuitive and a kids friendly design.

     

    Commenting on the same, Monomita Mukhopadhyay, Marketing Director at Da Vinci Learning said, “Today the viewers consumption pattern is changing dynamically; kids no more stick to the flat screen and wait for programs, rather they access content anytime, anywhere and on multiple devices of their choice.”

     

    She further added, “OTT is expected to grow exponentially in coming years and India will be the second largest market in Asia Pacific according to the Media Partners Asia report. Being in the TV broadcast industry we are committed to keeping pace with the dynamically changing scenario of the industry.”

     

    As a part of their OTT portal launch offering, Da Vinci Learning is offering a limited period free subscription to the portal. Some of the show highlights available at OTT play are Little Einstein, Mind-blowing breakthroughs, Maths is all around us, Gastroblast, Chasing happiness etc.

     

  • Storytelling emerged as the winning ingredient for Indian viewers, with six of the ten ads running far longer than the typical 60-second television commercial

    Most popular ads of 2016 revealed… as viewed on YouTube

    By A Correspondent

     

    Google has released the YouTube Ads Leaderboard, a list of ads and promoted videos that resonated the most with Indian audiences during the first six months of the year. Showcasing the most engaging ads that people chose to watch, the ten ads clocked an astounding 4 lakh hours of watchtime, with over 60 percent happening on mobile devices.

     

    Storytelling emerged as the winning ingredient for Indian viewers, with six of the ten ads running far longer than the typical 60-second television commercial. Further, based on the average watchtime per ad, it is clear that customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey. Bajaj, Hitachi, Royal Challenge Sports Drink and Ariel have taken this approach, and captured people’s attention. Testament to this is that two of the ads on the YouTube Leaderboard have been recognised at Cannes this year. These are the Bajaj V film which won the creative agency, Leo Burnett a Bronze Lion in the Promo & Activation category under Cars & Automotive Product & Services category, and the Ariel ad for which BBDO India was awarded a Bronze Lion in the Creative Effectiveness category.

     

    Talking about the campaign, Soumya Das, DGM (Marketing), Bajaj Auto said, “The genesis of Bajaj V came from our passion to keep alive the legacy of the invincible INS Vikrant in the form of a bike that lakhs of Indians can ride with pride. We’re extremely happy to know that the entire nation appreciates what we did. Youtube as a platform, with its targeting capabilities has helped us to connect with our TG more efficiently and made this campaign a bigger success.”

     

    #1  “Bajaj V – The Invincible” - Bajaj Auto #2 “#Apni Dukaan” - Amazon India
     
    #3 “#BefikarBookKar” – Make My Trip #4 “Fan Anthem #PlayBold India” – Royal Challenge Sports Drink
       
    #5 “#Nothing Dirty ft. Badshah – Hitachi Home #6 “Mauka Mauka” – Star Sports
       
    #7 “Coca Cola Supermarket” – Coca Cola #8”Pepsi thi jeet gaya” – Pepsi
       
    #9 “#Share The Load” – Ariel India #10 “Samsung Galaxy S7 and S7 Edge – Samsung
       

     

     

    #1  “Bajaj V – The Invincible”

    Bajaj Auto

  • The film actor will endorse new range of Washing Machines and Refrigerators

    Madhuri to promote brand Intex as its new ambassador

    By A Correspondent

     

    Intex Technologies has announced Madhuri Dixit as its brand ambassador for its new range of consumer durable products. The superstar will endorse the new range, which are the latest additions to the already diverse portfolio of Intex’s consumer durable products.

     

    The actor has been signed for a period of two years. During this period, Madhuri will be seen in the company’s television commercials besides being the face of the company for a series of brand promotions and activations.

     

    “Madhuri is one of the finest actors in the country who is known for her commitment and excellence in whatever she does. Her innovative approach towards her work is defined by perfection and style. She is the perfect blend of talent, style and timeless appeal that compliments the legacy of our brand and the product portfolio. We are confident that her tremendous connect with the audience will help us in reaching out to our consumers more effectively,” stated Keshav Bansal, Director, Intex Technologies.

     

    Speaking about the association, Madhuri Dixit, said, “It gives me immense pleasure to be associated with Intex Technologies, a brand which is committed to provide stylish and best-in-class products to its consumers at competitive prices. I look forward to being a part of brand Intex and its fascinating growth journey in the country.”

     

    Intex Technologies is a 20 year old brand that has grown steadily through the years by providing innovative products and services to consumers across a wide spectrum. The company is present in categories including smartphones, feature phones, wearables, LED Televisions, washing machines, multi-media speakers, IT peripherals and mobile accessories.

     

  • Campaign showcases UC News as the right product for the millennials who want to stay connected

    UCWeb unveils campaign for UC Browser and UC News

    By A Correspondent

     

    UCWeb, an Alibaba mobile business group company and makers of UC Browser released their commercial in India for UC News. UCWeb had launched UC News last month in Delhi and the television commercial is part of an integrated campaign launched to promote UC News in India.

     

    Created on the insight of ‘Survival of Latest’, the campaign seeks to position UC News as the right product for the people who want to stay updated with relevant and trending information. The integrated campaign was started on July 26, 2016 with the introduction and teaser of the TVC on social media platforms and made its TV debut on July 30, 2016.

     

    Explaining the rationale behind the campaign, Constantin Wu, Head of Marketing, UCWeb India said, “At UCWeb we take great pride in our products. Our vision is to help bring the benefits of mobile internet to people across the world and with that vision we have created products like UC News. Our brief to the agency therefore was very simple and clear. We wanted the communication to speak to the millennials in a language that they understand and help them connect with UC News. The key insight that this campaign works on is that todays’ generation aspires to stay ahead of their peer group. ‘ UC News’ helps to give them the edge of being in the know of the ‘latest’, which establishes them as a clued-in individual.”

     

    The campaign has been created by Cheil India. Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India and Kundan Joshee, Sr. Vice President Cheil Worldwide commented, “The Mobile browser as a category is evolving at a rapid pace and the task at hand for us was to bring consumer advantage to the fore, while at the same time establish the brands USP of being the fastest and relevant. We picked up the most germane theme and played our story around it. There is a lot to do and we look forward to creating more memorable campaigns with the brand.”