Category: NEWS

  • Flipkart Health+ & Lowe Lintas unveil campaign

    Flipkart Health+, the digital healthcare marketplace platform, rolled out an new advertising campaign in collaboration with Lowe Lintas. This campaign aims to establish Flipkart Health+ as the preferred platform for online medicine purchases in Uttar Pradesh (UP).

    The campaign created by Lowe Lintas Bengaluru showcases Flipkart Health+ as the go-to platform for all medicinal needs with a localised touch.

    Speaking about the campaign, Dhruvish Thakkar, Head of Marketing & Growth at Flipkart Health+, said: “Within a short span of two years, Flipkart Health+ has established itself as one of India’s most trusted online pharmacy brands that is solving for affordability and accessibility across India. We’re excited to strengthen our presence in Uttar Pradesh through offers and initiatives that elevate customers’ experience and position Flipkart Health+ as a reliable healthcare partner. Through the campaign, we aim to underscore UP as a priority market for Flipkart Health+.”

    Added Arpan Bhattacharyya, Executive Director – Head of Creative, Copy (South) at Lowe Lintas Bengaluru: “As UP is a priority market for Flipkart Health+, we dug into the colorful fabric of the land and came up with characters who could deliver the message with a signature punch. We kept the messaging simple and to the point. And then turned it over to the magical duo of Saurabh Shukla and Sparsh Srivastava who added more than just a dose of swagger to the campaign. Hopefully, it’s just what the doctor ordered!”

  • AbhiBus rolls out campaign

    AbhiBus, an online bus-ticketing platform, has launched an ad campaign that celebrates the thrill of last-minute adventures and unexpected travel plans. The series of four ads showcases the ease and convenience of planning spontaneous journeys through the AbhiBus app.

    Speaking on the campaign, Rohit Sharma, Chief Operating Officer of AbhiBus, said: “In today’s fast-paced world, we understand that the desire for spontaneous travel experiences is on the rise. Our new ad campaign embodies the essence of these impromptu adventures and highlights how AbhiBus is here to make them effortlessly possible.”

  • Shemaroo Entertainment expands DCB Services

    Shemaroo Entertainment is expanding in the global telco, ISP (Internet Service Provider), and OEM (Original Equipment Manufacturer) landscape by collaborating with four international telecom operators to extend its OTT platform, ShemarooMe. In this strategic move, it has effected partnerships with Zain, STC, and Mobily in Saudi Arabia, along with Vodafone in Qatar, facilitated by DCB (Direct Carrier Billing) partners, 3A net and one97 communications.

    Said Saurabh Srivastava, Chief Operating Officer – Digital Business at Shemaroo Entertainment Ltd: “Shemaroo Entertainment takes immense pride in advancing our content’s global reach. Our venture into new territories through partnerships with fourinternational telecom operators is a noteworthy step in this endeavour. This strategic move not only broadens our reach but marks a significant milestone in our mission to bring diverse and quality entertainment to audiences worldwide. We anticipate further collaborations as we persist in our global expansion journey.”

  • A Family’s DIY Experience

    A Family’s DIY Experience

    Sanjeev KotnalaThe Ikea experience is more than just assembling furniture; it is a fascinating, engaging experience reshaping how we perceive DIY craftsmanship. No doubt IKEA is changing the furniture space one piece at a time.

    DIY, short for Do It Yourself in furniture assembly is new to Indian customers. For us, fully assembled, no-nonsense furniture is the norm. And if they are to be made at the site, the seller must better send the carpenter to do it. Our apprehension and discomfort associated with assembling furniture stem from unfamiliarity, perceived complexity, and concerns about potential damage.

    However, it is not so tough for a well-informed and slightly more confident – mainly from the new generation. Ikea had given wings to it.

    So here is what happened when our family tried it out with a simple three-drawer cabinet during the weekend.

    My daughter identified it (the three-drawer cabinet) on the Ikea site, saw it at the Ikea shop and then ordered it for delivery at home. We all thought that it should not be complicated.

    The assembly was in a slim, minimalistic, safe, and robust packaging. Something that one did not associate with e-commerce. The unboxing ceremony was eventless, but soon all the elements were on the floor.

    There was an immediate urge to start assembling it. How tough it could be?!

    The initial optimism soon gave way to a realisation – the task was more intricate than anticipated. Different-sized panels with varied holes, grooves suggesting interlocking parts, and an assortment of screws confronted us. A 3D puzzle with eight different types of screws, locks, and holders was before us. The initial thought was to call professional help, and UrbanClap sounded the best option- till someone discovered the assembling booklet.

    And the family decided that we would try it out and make the whole thing.

    This booklet was the saviour of the situation. However, there were no words but pages after pages demonstrating some 38 steps to follow. Simple sign language of pointers and crosses and tick-marks. Instruction to match the dots on the board with the screw number that would go in there. I would call it idiot-proofed, ensuring that even beginners could navigate the assembly process effortlessly.

    There was no way things could go wrong.

    The challenge arose when our tools at home were far from Ikea’s specific requirements. There was no star-headed screws and even a hammer. So, the juggad tendency took over, and the innovative solutions of using a knife and spoon and such items from the kitchen took over. And as for the hammer, the back of the screwdriver and belan took over.

    So, we started the family activity- the best part of the whole process.

    Everyone joined in. What followed was a delightful family activity lasting about three-and-a-half hours, punctuated by a well-deserved 30-minute tea break. Each family member played a unique role. The daughter took the lead in understanding and reading the manual. I took the role of macro directing, and my wife, who is not so mechanically inclined, took charge of putting the pieces together. The process was not just about building furniture; it was a lesson in understanding structural connections, channels, and lock-ins.

    The family members learned how things are held together, about channels and lock-ins. They truly admired the thought that has gone into designing every piece of DIY structure. More, so at the end, get up to say- not that harsh- not so bad- brilliant.

    It was joyful and playful working together. The family had its first DIY Ikea three-chest drawer that worked, and there were wild cheers when the drawers actually worked. The smiles and satisfaction that accompanied the completion of our first DIY Ikea three-chest drawer were invaluable.

    I believe such events help strengthen the family bond. And I suggest some offices take it as a bonding exercise.

    I may use a somewhat complex DIY structure in my workshops. Ensure that teams get different pages of the manual so that, in the end, they can derive new learning of coordinated, cooperative teamwork. The client would also get a fresh piece of furniture in the process.

    Our family thoroughly enjoyed the Ikea DIY adventure, and we’re eager to explore more projects in the future. So, try it out whether you’re a seasoned DIY enthusiast or a novice contemplating furniture purchases.

    Maine Ikea Kiya – Kya Tumney Kiya? Take the plunge into the DIY world, and you might discover not just furniture but a new way to bond and create memories with your loved ones.

  • What do films like ‘Animal’ tell us about the societal mindset towards inclusion?

    What do films like ‘Animal’ tell us about the societal mindset towards inclusion?

    Shruti PushkarnaLast week I underwent some major dental work. Dealing with excruciating pain and dizziness induced by a bouquet of medicines, I took to Netflix for comfort. Partly my objective was to try and doze off, hence I deliberately chose not so addictive content. And I decided to watch the much acclaimed (read slammed) Ranbir Kapoor starrer, Animal.

    For those unfamiliar with the title, the film is a dark crime thriller directed by Sandeep Reddy Vanga. The story revolves around Ranvijay (Ranbir) who craves for his industrialist father’s (Anil Kapoor) attention. He returns home from the US after several years, following the news of a fatal attack on his father. The rest of the (longish) movie is centered around bloody revenge, quite full of gore and violence.

    What’s my problem with the film? Not just mine, let’s list down some of the controversies surrounding this cinematic creation. It’s almost three hours of mindless action. One that shouts of masculine toxicity. Women characters have no room in the plot. You can count the number of times they are allowed a few words, only to be shut up by their husband(s) and brother.

    Vanga toys with obsession as one of the key emotions defining his protagonist, similar to his earlier production, Kabir Singh. An unhealthy fixation with a lover, father or another relation almost justifies the violent display on screen, the shrill in dialogues and the evil in action. And women are mute spectators, if not participants in this ghastly exposé of masculinity.

    I must confess, in the first couple of scenes where the young Ranvijay is seen neglected by his busy, wealthy father, I felt a sense of empathy towards the little boy. But the feeling didn’t last too long because the little boy quickly evolves (reads regresses) into a rich entitled brat, who turns up with a gun to her sister’s college classroom. All in the name of ‘protecting’ her.

    And then there’s the bad guy, the antagonist played by Bobby Deol. Although Abrar (Bobby) shows up much later in the film, towards the latter half, the scenes laden with ferocious machismo are equally exhausting to watch. There is a similar story of mental trauma experienced in early childhood that the filmmaker uses as an excuse for the irrational behaviour.

    Both broken men in some ways, at loggerheads to protect their kin. But that’s not it. What’s interesting is that both these characters have a form of disability. Abrar has a speech impairment, he needs his brother to act as the interpreter, who uses signs to communicate with him. Ranvijay loses his hearing as well as taste and smell after sustaining several bullets. In fact, after the attack, he is a medical miracle, walking, talking, and fighting despite a failing heart, no bladder control and several injuries.

    None of the film reviews have looked at why the filmmaker uses disability in curating the two main characters. For quite some time after watching the movie, I was also confused if the hearing or speech impairment is used to highlight a vulnerability. I am not sure.

    But here’s how I see it. For the longest time, Indian cinema has either pitied or ridiculed disability on the silver screen. Ranvijay and Abrar are both brutal, they are disabled too. Their condition doesn’t get in the way of their (dirty) business. However, skewed it may sound, it is empowering in a way. And there is no sympathy generation given their inability to taste, hear, smell, or speak. In fact, in more recent films like Andhadhun and Kaabil, the characters are ridden with flaws, they are not the typical heroes. It’s almost refreshing to see disability coloured with a streak of anger, violence, trickery, deviousness and more.

    These are all human emotions, associated with a person with disability as much as any other non-disabled individual. So, irrespective of how much I disliked the film for its senseless action, played up chauvinism, I managed to find something I couldn’t entirely dismiss.

    Of course, the film is far away from a utopian world that respects and includes the marginalised communities, including women, persons with disability, elderly, or any other weaker minority. And yet I managed to stay awake and watch it till the very end. Morbid fascination, I guess.

     

    Wondering why MxMIndia publishes a disability advocacy column? Well, we strongly feel that the media can dramatically transform the world for persons with disabilities. This series attempts to help bring forth issues that the media must champion to create a truly inclusive and accessible India. Writing  this column is Shruti Pushkarna, a former journalist and now a disability inclusion advocate based in New Delhi. Her views here are personal. To access the archives of her 80-plus columns, please visit: https://www.mxmindia.com/category/ columns/shruti-pushkarna/

     

    If you have a view on the issues raise or would like to align with MxMIndia on this cause, write to us at editor [at] mxmindia.com.

  • SBI Life rolls out campaign

    SBI Life Insurance has unveiled a campaign to emphasises the importance of securing the financial future of loved ones.

    Said Ravindra Sharma, Chief of Brand, Corporate Communication & CSR at SBI Life: “SBI Life remains at the forefront of comprehending the evolving needs of today’s consumer. The surge of the need for ‘responsible ambition’ continues to captivate individuals nationwide, where the coexistence of personal dreams and family responsibilities is becoming a societal norm. This campaign serves as more than a mere directive; it embodies the essence of trust and reliability that SBI Life is known for. We stand as enablers, encouraging individuals to pursue their dreams with the assurance that their loved ones and responsibilities are secured. Our ongoing campaign humbly celebrates the balance between personal ambitions and family responsibilities, reflecting the enduring values of trust, reliability, and commitment that define SBI Life.”

  • IAA to open doors to the Meta office

    The Indian Chapter of the International Advertising Association (IAA), has announced its next event for its Young Professionals (YP). On February 16, IAA’s Young Professionals will get a chance to visit the Meta office and interact with professionals from the social media giant.

    During this three-hour event, Meta professionals will discuss trends that they see in advertising in 2024, the best practices for advertisers using it, and also possible career options with them. Post the presentations, the Meta team will engage with the attendees during high tea.

    Said Avinash Pandey, President, IAA India Chapter: “The IAA Young Professionals membership is a fantastic platform for young professionals to connect, learn, and thrive in this ever-evolving world. Through this event with Meta, we aim to help educate them on how the social media giant functions, how it can be used to build  brands, and also most importantly what it offers for those looking for roles within the company.”

  • Angel One launches campaign

    Angel One, the fintech player, has launched a new campaign titled #RahoHameshaSuper.

    Said Prabhakar Tiwari, Chief Growth Officer, Angel One Limited: “RahoHameshaSuper is more than just a campaign; it symbolizes a crucial milestone. The campaign spotlights the full potential of the A1 SuperApp, empowering investors and traders with fast, secure and reliable experience. We have packed the campaign with relatable messages under #AbSamjheKyonHainSuper, specifically targeting Gen Z and young millennials. By showcasing the app’s unique features and benefits, we are expecting a significant  boost in the brand consideration scores and facilitate our growth strategies.”

    Added Dinesh Thakkar, Chairman & Managing Director, Angel One Limited:  “Angel One is actively embracing innovation and technology within the SuperApp framework, catering to the requirements of all demographics. As Angel One pivots through the dynamic fintech landscape, our dedication remains steadfast towards our North Star – empowering a billion lives with leading-edge solutions and create the most trusted fintech brand.”

  • Confiance secures mandate for Uengage

    Confiance Communications has acquired the PR mandate for Uengage.

    Speaking about the partnership, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said: “We are thrilled to embark on this journey with Uengage as their strategic communications partner. Our primary focus is on fostering visibility for Uengage’s tech prowess as they tackle the most-daunting challenge of the online food delivery landscape head-on. Considering the low margins restaurants operate on, Uengage’s proposition is a gamechanger for them and we aim to amplify their vision amongst stakeholders, for maximum impact. Aligned with the brand’s PR objectives, our campaigns will majorly target restaurant owners, F&B brands, and existing and potential collaborators in this domain.”

    Commenting on the partnership, Sameer Sharma, Founder, Uengage, added: “This collaboration with Confiance marks a pivotal step for Uengage, towards amplifying our vision in the market. This strategic partnership reflects our commitment to effective communication. Together with Confiance, we aim to elevate our brand share of voice, and reinforce our position as innovators in empowering hyperlocal D2C businesses through technology.”

  • Malishka stars in Red FM’s collaborative music video with WR

    Red FM has joined hands with Western Railway to create a music video with RJ Malishka, aimed at deepening the connection between Mumbaikars and the Western Railway. The music video is titled ‘Lay Bhaari’. The move is interesting as the RJ has been known to taken on Mumbai civic infrastructure (essentially the roads) every monsoon. And since the tune is catchy, the video has gone viral several times over, embarrassing the governments of the day.

    Commenting on the collaboration, Sumit Thakur, Chief Public Relations Officer of Western Railway, said: “The ‘Lay Bhaari’ song sung by RJ Malishka appeals in her ‘bindaas’ Mumbai lingo to follow rules and regulations for a happy and safe train journey. The song gives several social messages like, security at stations, special provisions for ladies and Divyangjan passengers, Not Boarding/Alighting a moving train, Not traveling on the footboard of the train, etc.

    Added Nisha Narayanan, COO & Director, Red FM & Magic FM: “Our association with Western Railway goes beyond a conventional collaboration. ‘Lay Bhaari’ is not just a song; it’s a celebration of the symbiotic relationship between the people of Mumbai and the Western Railway. As a brand that is committed to social responsibility and has consistently pursued innovative ways to connect with our audience, ‘Lay Bhaari’ is a testament to our ability to weave impactful narratives. Malishka, with her unparalleled energy captures the essence of Mumbai. The sounds of Mumbai, including railway announcements, are intricately woven into the melody, creating an immersive experience that resonates with the spirit of the city.

  • Media.Monks names Robert Godinho as MD, Content

    S4 Capital’s operating brand Media.Monks has promotes Robert Godinho as Managing Director of Content India, to focus on best-in-class creative innovation, fuelled by AI and its talent hub.

    Godinho has been elevated from his role heading the Media.Monks India production hub and will now oversee all operations as Managing Director, Content in India, to reflect an expanded scope. Media.Monks India director Poran Malani, who was core in setting up the Media.Monks team in India, is set to leave the company.

    Said Bruno Lambertini, Co-CEO, of the Content practice: “As one of the fastest growing markets in APAC, and indeed the world, we view India as an important strategic part of our own growth. The Media.Monks India business is also a hub for creative innovation, so it is well placed to help businesses harness the huge potential of AI, now. The new era for the India business, under the stewardship of Robert Godinho, is rooted in putting these capabilities into the hands of brands, be that hyper-personalisation, workflow automation or virtual production.”

  • Blissclub launches latest campaign

    Blissclub, a leading activewear brand dedicated to reconnecting women to the joy of movement, unveiled its latest campaign encouraging women to “familiarise themselves with the liberating experience of undistracted workouts”.

    Said Minu Margeret, Founder-CEO, Blissclub: “As we launch Move Uninterrupted, our mission is clear: we’re not just breaking a sweat; we’re breaking through the atmosphere of societal expectations and sparking conversation about equality in responsibilities within the household . If men can believe household chores are alien, then ladies, prepare for lift-off because we’re turning ‘me-time’ into a must have adventure. It’s time for women to reclaim their workout space, and gentlemen, let’s make ‘shared chores’ the new universal norm. Together, let us redefine societal norms, break down stereotypes, and create  a space where everyone can thrive without interruptions.”