MxMIndia

Category: NEWS

  • Gets RCB players to sell, literally

    Wondrlab creates campaign for PayZapp by HDFC Bank

    PayZapp by HDFC Bank joins the cricket fever with its new ad featuring RCB players, created by Wondrlab.

    Talking about the campaign, Ravi Santhanam, Group Head, Chief Marketing Officer & Head – Direct to Consumer Business, HDFC Bank, said: “PayZapp’s partnership with RCB is a strategic move to leverage the cricket season extravaganza. With cricket being such a popular sport in the country, the league gives PayZapp an ideal opportunity to enhance visibility and mindshare. The partnership helps us strengthen the ‘Choice of Payments’ brand positioning and build a better recall for PayZapp. We are proud to be the official payments partner of RCB.”

    Added Amit Akali, the CCO and co-founder of Wondrlab India: “After the success of PayZapp’s launch campaign, our goal was clear: to craft an advertisement that would once again break through the clutter, particularly amidst the fervour of the cricket season. Collaborating with RCB provided the perfect platform to place the players in unconventional scenarios, while they talk about payment choices on the app.”

  • To boost brand

    Filmsters wins creative mandate for Agnisumukh

    The Filmsters, the creative agency, has been awarded the mandate for Agnisumukh, a brand known for its cooking technology. The agency will be responsible for developing and executing strategic communication campaigns to further establish Agnisumukh as a leader in the culinary world.

    Said Hari Rao, Founder of Agnisumukh: “We are thrilled to partner with The Filmsters to help us share the story of Agnisumukh with the world. Their creative expertise and understanding of the Indian market will be invaluable in our journey to bring our innovative cooking solutions to a wider audience.”

    Added Ranjeet S Kumar, Director at The Filmsters: “Agnisumukh is a truly disruptive brand, and we are honored to be entrusted with the task of communicating its unique value proposition. We are confident that our creative solutions will resonate with consumers and position Agnisumukh as the go-to choice for those seeking a cleaner, more efficient cooking experience.”

  • Film made by Leo Burnett

    Quaker Oats launches ad film addressing child nutrition

    Quaker Oats, part of PepsiCo, has launched ad film ‘Dohale Jevan Poshanchi Vaati’ addressing child nutrition.

    In her remarks on the launch, Sravani Babu, Associate Director, and Category Lead – Quaker, PepsiCo India, said: “Quaker’s endeavour to fight against malnutrition started last year when we partnered with Mamta and government of Maharashtra to launch Quaker Bowl of Growth Program in Pune. We have embedded cultural elements from the very start, whether in the form of Panjiri, the food served at anganwadis to the children or driving awareness through an age-old ritual, to echo with the community. This short film is yet another leg of spreading awareness delving into the critical importance of nutrition through the lens of a child concerned about his yet-to-be born sibling’s well-being.”

    Added Vikram ‘Spiky’ Pandey, National Creative Director, Leo Burnett India: “Quaker is one of those few brands that don’t just talk about brand purpose, but also walk the talk. Quaker Bowl of Growth is a fantastic program and needed a heart-warming story to capture its importance. We found that in the cultural ritual of ‘Dohale Jevan’, our film depicts the importance of nutrition, through the eyes of a child who is struggling with it himself and is worried for his yet-to-be-born sibling.”

  • To unveil its summer campaign

    Slice teams up with brand ambassador Kiara Advani

     

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    A post shared by KIARA (@kiaraaliaadvani)

    Slice mango drink has teamed up with brand ambassador Kiara Advani to unveil its summer campaign ‘Ras Aisa Ki Bas Na Chalega’.

    Speaking on the campaign, Anuj Goyal, Associate Director, Slice and Tropicana, PepsiCo India said: “As a brand, Slice is profoundly treasured in the Indian market, striving to provide the closest taste to the authentic mango experience. Our latest summer campaign reflects the quintessential Slice approach to savouring the mango journey. The TVC revels in the delightful messiness and pure indulgence of savouring a mango, emphasising how Slice embodies the true essence of the real mango experience, free from any constraints or inhibitions. Kiara’s captivating personality and on-screen presence have impeccably elevated the film, embodying an irresistible allure synonymous with Slice’s brand persona. We are confident that the new film will deeply resonate with our consumers, aspiring for Slice to become their preferred summer beverage this season.”

  • The great western newspapers are also unable, six months after the assault on Gaza began, to fairly present the fact it is Israel which is doing the killing, writes Ranjona Banerji

    Ranjona Banerji: What journalism?

    Ranjona BanerjiThe front page of yesterday’s Times of India, Dehradun edition, is an ad from an education company which will help you to study in the UK.

     

    This is a zeitgeist ad – the spirit of the times. It is an ad which is using current trends. That Indians are moving out of India like never before. Occasionally, you will see glimpses of this in news sources, but not at the top of the list. In the 1980s, newspapers screamed about the “brain drain”, how the cleverest and best were leaving India. Today, snippets tell us that more students are moving out than before, more residents are giving up Indian citizenship than ever before, Indians are willing to go to Israel to fight someone else’s war. And Indians are cheated into going to Ukraine to fight wars they know nothing about.

     

    Sunanda K Datta-Ray, former editor of The Statesman, author and columnist, writes this in his latest column for the Asian Age: “With the India Employment Report claiming that 29 per cent of Indian graduates need jobs, graduates of Lucknow’s IIM and Pilani’s Birla Institute of Technology and Science reportedly also face difficulties.

    “India has indeed made significant economic progress in many sectors.

    The stock market is booming. Property prices are soaring. But investment in human resources is relatively feeble, although one quarter of the population languishes below the official poverty threshold of Rs 32 per day. The World Food Programme reckons that 21.25 per cent of Indians live on less than $1.90 daily. It also says that India is home to a quarter of the world’s undernourished people.”

     

    Is this top of the news?

     

    What is also not top of the news is the upcoming general election. There is some news about Prime Minister Narendra Modi making some random allegations against opposition parties on some campaign somewhere rather than discuss his own towering achievements.

     

    There is disturbing news about drivers falling asleep on the Yamuna expressway, leading to accidents. Indian roads remain a major cause of death in India, whether they are the usual bumpy craters or smooth fancy highways. At no point must the Union government be held to account, even if the National Highways Authority and several falling flyovers and bridges come under its jurisdiction. I would make the excuse that the media has been told that criticizing the Union Government violates the Election Commission’s Model Code of Conduct but for the fact that criticism of the Union Government is verboten even when the Model Code of Conduct is not in force.

     

    The Hindu, far away from the Centre of India, well not the centre of India but the centre of power, can discuss anomalies in the contentious Citizenship Amendment Act and discussions about the attempt to destroy the Aam Aadmi Party by the Union Government’s various departments of arms and ammunition. In other discussions, the media is careful to frame all problems as originating from and because of the opposition parties, leaving an innocent Union Government with no option but to arrest people without any evidence.

     

    I am of course picking up random bits of news from a couple of newspapers. In many of these, you won’t even find any news about the state of Manipur. It is almost as if it has ceased to exist. An article in The Times of India reports Modi saying that “timely intervention by the Centre saved Manipur”. The newspaper itself cannot contest this open lie. Instead, as usual it quotes the Congress’s allegations against the Centre. Courage is tough in tough times when democracy is at its highest flourishing point.

     

    Other newspapers present a very different and disturbing picture:

     

    https://www.deccanherald.com/india/manipur/deaths-destruction-race-for-dominance-turns-manipurs-moreh-into-a-war-zone-2969899

     

    https://indianexpress.com/article/political-pulse/manipur-lok-sabha-polls-2024-campaign-violence-9257249/

     

     

    As in India, so in the great western world. Over 30,000 Palestinians dead thanks to Israel and its “defence forces”. But the great western newspapers are also unable, six months after the assault on Gaza began, to fairly present the fact it is Israel which is doing the killing. Or that students in their universities are being punished for supporting Palestine. Or that they themselves are so deep in the clutches of Israeli propaganda, that they cannot even breathe independently and without permission from Israel.

     

    Thus, journalism what???

    I mean, What journalism?

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

  • Conceptualised by Sideways

    Simpolo Tiles & Bathware unveils new campaign

    Simpolo, tile and bathware brand, has teamed up with Sideways to launch its ‘Tile Ho Toh Simpolo’ campaign.

    Said Bharat Aghara, the Chief Marketing Officer of Simpolo Tiles and Bathware: “We are thrilled to join forces again with Gujarat Titans, a symbol of excellence in their field,” stated Aghara. “This partnership signifies the combination of domain expertise and visionary leadership, propelling us towards new horizons of success while reaffirming our steadfast commitment to delivering unparalleled quality. “Our patented iM+ Technology enhances room aesthetics, ensures a healthy and bacteria-free environment and our stain-repellent feature provides customers with the freedom to live comfortably without worrying about stains compromising its beauty. This embodies Simpolo’s commitment to simplifying & enriching the overall quality of life.”

    Added Abhijit Avasthi, Founder, Sideways: “The Simpolo and GT association is a match of two class acts. The challenge was to bring alive the compelling functional attributes of premium Simpolo tiles in an engaging manner using the GT players, in a really short duration. I hope we have managed to do that.”

     

  • Features brand ambassadors comedian Zakir Khan and actor Jacqueline Fernandez

    Laqshya launches OOH campaign for Roadster Life

    Laqshya Media Group has rolled out an OOH campaign for The Roadster Life Co., a fashion and lifestyle brand available on Myntra. The campaign ‘Trends with Benefits’ features brand ambassadors, stand-up comedian Zakir Khan and actress Jacqueline Fernandez.

    Said Amarjeet Hudda, COO of Laqshya Media Limited: “We are thrilled to have partnered with The Roadster Life Co. on this groundbreaking campaign. Our innovative OOH solutions effectively captured the brand’s attention and drove significant sales growth.”

  • Titled ‘Fashion on Amazon, Har Pal Fashionable’, it stars actors Ananya Panday and Aditya Roy Kapur

    Amazon Fashion’s new campaign

    Earlier this week, Amazon Fashion announced the launch of its latest campaign, “Fashion on Amazon, Har Pal Fashionable,” featuring Bollywood stars, Ananya Panday and Aditya Roy Kapur for the first time together.

    Said Pragya Sharma, Director-Consumer Marketing, Amazon India: “We are excited to introduce our new campaign, ‘Fashion on Amazon, Har Pal Fashionable.’ This campaign aims to establish Amazon Fashion as the one-stop online destination for fashion enthusiasts. Offering a diverse selection of clothes, shoes, watches, accessories and more, Amazon enables customers to effortlessly curate their looks with features like ‘Wear it with’ suggestions from top brands. With added convenience features such as easy returns, fast delivery at no additional fee, we strive to continuously improve the fashion shopping experience.”

  • “Karlo Shaadi Ki Poori Taiyaari” is the credo

    Tata AIA ad for shaadi season

    Tata AIA Life Insurance Company Ltd has launched a new campaign titled ‘Karlo Shaadi Ki Poori Taiyaari’.

    Explaining the thought behind the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said: “Marriage is an auspicious event that marks the beginning of an exciting chapter in one’s life. It also means the need to prepare for a financially secure future, for our life-long partner. Our new campaign “Karlo Shaadi Ki Poori Taiyaari” aims to blend the excitement of wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner our consumers and enable them to be Taiyaar (prepared) for all the moments (positive or negative) that life has to offer. With our term insurance solutions, guarantee income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life.”

    Added Yash Chandiramani, Founder & Chief Strategist, Admatazz: “With this campaign, we decided to crash weddings in a good way! We connected a life insurance plan as a natural element of the wedding checklist. Our approach was simple yet effective: place life insurance right where the wedding shopping is happening, with ads that catch your eye without weighing down the mood. We are thrilled with the response and glad to play a part in Tata AIA’s communication strategy that addresses serious stuff but in a light-hearted manner”

  • The ad asks: “Is your HomeTeam as strong as your Dream Team?”

    P&G’s Ariel unveils next edition of #ShareTheLoad campaign

    Now in its ninth year, P&G’s laundry brand Ariel’s ad asks: “How Strong is your HomeTeam?” by urging men to #ShareTheLoad.

    Said Mukta Maheshwari, Chief Marketing Officer, P&G India, and Vice President – Fabric Care, P&G Indian subcontinent: “In response to the evolving dynamics within households, driven by the increasing representation of women in the formal sector, we recognize the need to adapt our approach to laundry care. With higher incomes, increased mobility, and growing aspirations, households are experiencing changes in laundry patterns, time constraints, and a heightened demand for convenience. At Ariel, we are committed to creating an ecosystem at home that empowers women by easing their domestic responsibilities. Our mission goes beyond providing superior cleaning products; we aim to foster genuine partnership and equality within households. By understanding the evolving needs of consumers, we strive to rewrite the narrative of gender roles and empower both men and women to share responsibilities equitably. This year. We are attempting to spotlight the never-ending to do lists, a sign of the mental load, that women continue to disproportionately bear. Together, through initiatives like #ShareTheLoad, our aspiration is to cultivate households where it’s equally common for men and women to not only share the physical chores like laundry but also share the mental load of household responsibilities.”

    Added Josy Paul, Chairman & Chief Creative Officer, BBDO India: “#ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. This year we are hearing more and more women say they are giving up on growth opportunities because of the mental and emotional load of domestic responsibilities. This holds many women back and stops them from achieving their full potential. But things are changing. There are so many moments in the film that show us this reality and how the shift is happening. In the end, the film captures the realization of the husband and the effort he puts in to ensure his wife doesn’t have to take a step back at work. A giant step for equality at home.”

  • The film is conceptualised by Bartle Bogle Hegarty (BBH)

    Bajaj Electricals’ Nex unveils IoT & BLDC ceiling fans with digital campaign

    Nex, the latest appliance brand launched by Bajaj Electricals Limited, unveiled its high-end models of Internet of Things (IoT)  and Brushless Direct Current (BLDC) ceiling fans – the Dryft and Glyde series – though a digital campaign.

    Said Ravindra Singh Negi, COO at Bajaj Electricals Ltd. commenting on the launch: “We are thrilled to introduce our latest innovation, the Nex range of high performance, smart ceiling fans. Through research, we have actioned what our consumers want, and have created a range that goes beyond expectations in style, function, and energy efficiency. A range that offers 20% higher air thrust, coupled with low noise operation, sleek designs, and customisable settings, it’s perfect for any modern home. Join us in reimaging summer, join us to feel the future with Nex!”

  • Called ‘Indian Tigers & Tigresses’, it’s billed as the largest ever football talent hunt for Under-14 girls and boys

    News9 launches U-14 football talent hunt

    TV9 Network’s English news brand News9 has announced the launch of ‘Indian Tigers & Tigresses’, billed as the largest-ever football talent hunt aimed at girls and boys below 14 years of age.

    The occasion witnessed the participation of stalwarts of German football including Kay Dammholz, Head of International Media at the German Football Association (DFB), Peter Leible from Bundesliga, Gerhard Riedl, CEO of Riespo in Austria, Julia Farr of Borussia Dortmund in Asia, Anselm Küchle from the International Football Institute in Germany, Philip Klöckl, CEO of Strykerlabs in Austria, and Valentina Putz, also from Strykerlabs.

    Commenting on the initiative, Barun Das, MD and CEO of TV9 Network said: “The News9 ‘Indian Tigers & Tigresses’ initiative is a matter of great pride for us, as it takes football in a whole new direction in India. We envision a future where Indian footballers are given opportunities to be in the global spotlight akin to any of the major footballing nations in the West. This is also one of the pillars that need to be leveraged in India’s ascendancy in the global head table. That starts by giving these players a level playing field, by making football a serious career option for these talented youngsters, and training them to be world-class players from a young age. This is not just about finding out what you are good at – it is about opening doors and lighting up thousands of dreams”.

    The talent hunt will run April through July and will be amplified across TV9 Network platforms reaching an approximate audience of over 220 crore viewers nationwide. Moreover, TV9 Digital, which has over 100 million unique users, will promote the initiative across all its multi-lingual platforms including its YouTube channels.

    “As we embark on this ground-breaking initiative, we stand at the crossroads of innovation and opportunity. Together, with our esteemed partners and the vibrant talent pool of India, we are poised to redefine the future of soccer,” said Peter Leible, Senior Advisor, Bundesliga.

    Registration for the talent hunt will begin shortly, with European football scouts set to evaluate the entries. Selected candidates will undergo scouting at various venues across India by the end of June.