MxMIndia

Category: NEWS

  • Celebrates MG 100-year Limited Edition

    Cheil India launches campaign for MG Motors

    Cheil India has launched a campaign for MG Motor India’s celebration of 100 years of the brand’s existence as it commemorates the milestone with a limited edition range of cars in green colour.

    Speaking about the campaign, Udit Malhotra, Head of Marketing, MG Motor India, said: “The launch of our 100-Year Limited Edition is a testament to our enduring legacy and passion for automotive excellence. MG pays homage to the British legacy and racing heritage by launching a range of vehicles in ‘Evergreen’ color.”

    Said Amit Nandwani, National Creative Director, Cheil India: “The brief was to launch the MG 100-year Limited Edition in spectacular fashion. We thought it would be a great opportunity to bring to life MG’s legacy and use it as a narrative to unveil the iconic range. That’s how ‘Drive the Legend’ was born. Shot on the picturesque white sands of Sambhar Lake, the campaign is an ode to MG’s glorious past and its ambitious plans for the future.”

    Talking about the film, Neeraj Bassi, Chief Growth Officer, Cheil India, said: “We take immense pride in working on a legacy brand like MG Motor. The film is a piece of work that celebrates the Britishness of MG Motor as it completes an iconic milestone of 100 years. We have infused a sense of panache and style into the film that elevates its tone to match the momentous occasion which the film is celebrating”.

  • Emphasises the importance of milk for growing children

    ITC’s Aashirvaad Svasti Milk launches campaign

    On the occasion of World Milk Day, Aashirvaad Svasti, a dairy brand from ITC, has unveiled a campaign titled #AajDoodhPiyaKya.

    Said Abhishek Mehrotra, Vice President & Head of Marketing – Dairy & Beverages ITC Ltd: “Milk has always been an integral part of our culture and daily lives, and the simple question ‘Aaj Doodh Piya Kya?’ is deeply rooted in the affection and care that our loved ones have shown us over the years. Through this campaign, we aim to celebrate and honour the countless caregivers – from mothers and grandparents to teachers and neighbours – who have ensured that we receive the goodness of milk every day.”

  • To connect with consumers across North India

    Kiara Advani is brand ambassador of Pond’s Skin Institute

    Pond’s Skin Institute ropes in Kiara Advani as its latest brand ambassador. She will feature in Pond’s new TVC that is set to take over traditional and digital platforms across the country soon.

    Elaborating on the association, Pratik Ved, Skincare Head, Beauty & Wellbeing, Hindustan Unilever Limited said:  “We are delighted to welcome Kiara to the Pond’s family, as we usher in a new era of Pond’s Skin Institute. Being a remarkable celebrity, she’s also renowned for her iconic beauty and style across the country. This strategic partnership underscores our dedication to merging innovation with aspirational beauty, ensuring Pond’s Skin Institute’s leadership in skincare.”

  • The traction this idea has got from audiences is quite overwhelming, writes Shailesh Kapoor

    Shailesh Kapoor: Cinema Lovers Day: Bollywood’s New Demand Stimulator

    Shailesh KapoorToday is Cinema Lovers Day. Yes, that’s the name the Multiplex Association of India (MAI) has given to an occasion they have celebrated a few times since they first came up with the idea in September 2022. Tickets in major multiplexes (often excluding South India) are priced at ₹99, to stimulate demand. The day has been used tactically in periods of lull in Hindi cinema, when no big-ticket films are running, or scheduled to release soon.

    The traction this idea has got from audiences is quite overwhelming. For instance, Mr. & Mrs. Mahi, today’s Hindi release starring Rajkummar Rao and Janhvi Kapoor, was tracking at ₹3.2 Cr first-day box office in our forecast tracker Ormax Cinematix, before Cinema Lovers Day was announced three days ago. The film is expected to collect about ₹5.5-6.0 Cr, possibly even higher.

    These collections come at almost half the ticket price (average ticket price for such films tends to be about ₹180 on the opening day. Which means that the demand must increase four-fold, for the collections to double. One doesn’t need more stark evidence on the impact of ticket price on cinema-going. Or so it would seem.

    If lower ticket prices could increase demand four-fold, and double the collections, every day should be celebrated a Cinema Lovers Day. But it’s easy to see that this tactic works because it’s sporadic, say like the Prime Day on Amazon.

    From this rigorous analysis conducted by our team in 2023, it seems evident that ticket prices have an impact on the decision to watch a film in a theatre, but only incrementally so. The content’s appeal, determined by its cast, genre, trailer, music, etc., is the primary decision-making factor.

    The performance at the box office on Cinema Lovers Day may suggest that the analysis above is faulty. But it’s the co-existence of these two ideas is fascinating: Audiences are not overly price sensitive when it comes to a film they really want to watch, but when a discount offer is available, they will grab it with both hands for a film that qualifies as a decent watch in their books.

    One, then, hopes MAI doesn’t milk this idea dry. It’s a great idea for seasonal use, possibly even once a quarter. But make it a fixture, and the box office would not respond. Audiences may end up waiting for lower ticket price offers for bigger films too, which then makes those films unviable, because the demand cannot increase four-fold if you have an organic potential of 50-70% occupancy.

    On a side note, the name Cinema Lovers Day amuses me. If at all, the ₹99 idea is the anti-thesis of “loving” cinema. Cinephiles would be the least price sensitive, and will display higher urgency to watch new films at regular ticket prices anyway. The discount is actually targeting the casual audiences, who don’t necessarily “love” cinema, but don’t mind a visit to a theatre once in a while, to hangout with their friends, or to simply enjoy the air-conditioner in the scorching summer heat.

    But why quibble over a name, when the idea is working. Cinema Lovers Day is here to stay. The next edition may not be too far away.

  • To boost company’s growth and innovation

    Liqvd Asia strengthens leadership team

    Sunil Gangras
    Sunil Gangras
    Monish-Sanghavi
    Monish Sanghavi

    Liqvd Asia advertising agency appoints Monish Sanghavi and Sunil Gangras as Directors – leveraging their expertise to drive further growth.

    Said Arnab Mitra, Founder of Liqvd Asia: “At our company, we have consistently embraced evolving trends and advancing technologies. While these changes present new challenges, they also provide us with opportunities for innovation and growth. We are also excited to introduce our new directors and look forward to the continued progress. To honour the invaluable contributions of our dedicated team members, we are proud to offer Employee Stock Ownership Plans (ESOP) to those who have been with us for over five years. Their unwavering commitment and hard work have been crucial in driving our remarkable growth over the past fiscal year.”

  • To bring together OMG’s products, services and capabilities

    Omnicom Media appoints Rabe Iyer as Chief Media Officer

    Rabe Iyer
    Rabe Iyer

    Omnicom Media Group India has appointed Rabe Iyer as its Chief Media Officer.

    In his role, Iyer will don the hat of a multi-disciplinary practitioner, responsible for orchestrating and bringing together OMG’s products, services and capabilities across the board to accelerate growth for the agency and its roster of clients. He will be based out of the Gurugram office and will report to Kartik Sharma, CEO of Omnicom Media Group India.

    Said Kartik Sharma, CEO of Omnicom Media Group India: “We are very excited to welcome Rabe to the network. He is a formidable force in our industry and someone who leads with heart and has a keen understanding of what clients are looking for from their partners in today’s complex media and consumer landscape. With Rabe bolstering our bench strength at the leadership level and his track record of executional excellence, we are positioned to help drive exponential business results for our clients and fortify the strength of our go-to-market offer.”

  • Spam Chronicle- The Insightful Charade of Corporate Connect

    Spam Chronicle- The Insightful Charade of Corporate Connect

    Sanjeev KotnalaEvery week, my inbox is inundated with spam, a relentless nuisance we all grapple with. Despite my best efforts to fend them off with auto filters, blocking, reporting as scams, and the futile act of unsubscribing, one persistent pestilence remains impervious to these measures. This unyielding onslaught has driven me to publicly vent my frustrations, in the hope that others might find solace in my shared plight.

    These infuriating emails always begin with a polished, almost poetic charm. They deftly employ every conceivable tactic of written NLP to nudge and influence, all under the guise of offering me a platform to share my ‘inspiring entrepreneurial journey’ with their ‘global readership community.’ It’s a masterclass in deception.

    The true intent soon becomes clear: they propose elevating my advertising prowess by featuring me in a paid write-up adorned with ego-stroking titles like “The Most Impactful Entrepreneur of The Year 2024” and “Global Entrepreneurship Honour & Award-2024.” Clearly, they believe I and my Brand and Marketing consultancy is ready for the global stage. How can I see such benevolent entities as spam?

    The pitch includes social media promotion, advertising space, press releases, certificates, trophies, and complimentary magazine copies. The email concludes with a mandatory-sounding plea: “If you don’t want emails again, kindly reply later or click Unsubscribe.” I’ve pressed this button countless times over the past few years, only to see new “opportunities” spill into my inbox each week.

    Their offers extend to exclusive sponsorships, promising effortless awards delivered to my office. No travel, no wasted time, and no hefty payments. They assure me that this recognition will bolster my authenticity within the business community, complete with a press release to plaster my photo across 45+ media outlets like Hindustan Times, Outlook India, and Zee Business. Notice the cunning use of “with” rather than “in” when describing their promised features.

    Upon calling them, they apologetically admit and make me realise I’m merely part of a list. Every call ends with them vowing to act, but invariably, they continue to spam. Perhaps they hope I’ll eventually succumb to their persistence. Their inability to update their list is evident–they remain clueless about the size of my brand and marketing consultancy, indifferent to the nature of my business. But, I do suspect that their email marketing is successful in giving them enough leads looking for ego massage.

    I feel compelled to share this “opportunity” with the wider public in the spirit of corporate social responsibility. So here it is, straight Insight for a much larger Corporate Connect. It is a self-proclaimed media titan renowned for its business acumen and predictive prowess. Boasting a history of featuring over 4,000 business leaders across 7,000 pages. You are promised a heightened Corporate Connect as an industry leader and shared insights to uphold the lofty standards.

    Let me know if you’re interested in joining this farcical parade, and I’ll gladly share their contact information. I will do so only with genuinely interested parties who promise not to spam these benevolent corporate saviours.

  • The mandate was awarded to Bang in the Middle after an extensive review of possible agency partners

    Antara Senior Living appoints Bang in the Middle as its creative agency

    Antara Senior Care has appointed Bang in the Middle as its communication agency for its senior residences vertical. The agency has been mandated to create the launch communication for Antara’s upcoming senior living projects across India. The mandate was awarded to Bang in the Middle after an extensive review of possible agency partners.

    Speaking on this, Rohit Khatua, CMO, Antara Senior Care, said, “2024 is a critical year for us as we increase our footprint and expand outreach in new geographies. We know we have a very popular and proven product offering in the senior living market and after our success of two communities in Dehradun and Noida, we can’t wait to positively impact lives of many more seniors and their families across India. Bang in the Middle has a challenging and exciting opportunity to tap into. They have to create the campaigns that establish Antara’s brand ethos and what makes the ‘Antara Way Of Life’ a much sought after proposition for seniors.”

    Added Rajive Mathur, COO, Bang in the Middle, “We are delighted to have been chosen as creative partner for communication by Antara. The brief that we have been entrusted with is very exciting and we are working towards creating campaigns as unique as the offering from the brand.”

  • BBT will be responsible for EMGEE’s corporate rebrand and a lineup of luxurious projects

    Emgee Group appoints BigBrandTheory (BBT) as its branding agency

    Emgee Group has announced the appointment of BigBrandTheory (BBT) as its official branding agency.

    Commenting on the agency’s appointment, Emgee Group’s Founder & CMD Mudhit Gupta, said: “We’ve chosen to partner with BBT as they truly understand our company’s values and vision, helping us to elevate our brand identity as we continue to expand our footprint in the real estate sector. The Luxury Housing segment holds a lot of promise, and our vision is to be the most preferred luxury real estate developer by the next decade. We are confident that BBT’s expertise and creative approach will help us on this ambitious growth path.”

    Added Pravin Shah, Founder, BigBrandTheory: “We are happy to be brought on board as EMGEE Group’s trusted branding and creative partner. Our team is committed to delivering high-quality, results-driven branding solutions and crafting unique identities that enable brands like EMGEE to make a mark in a competitive market such as real estate. We look forward to collaborating closely with EMGEE Group to bring their projects to life and support their vision for growth and success.”

  • Will focus on creating a unique brand identity

    DDB Mudra wins mandate for Narayana One Health

    Narayana One Health, part of the healthcare provider Narayana Health Group, has awarded its creative and experiential marketing mandate to DDB Mudra following a multi-agency pitch. The mandate focuses on creating a unique brand identity that reflects the consumers’ evolving demands from the healthcare industry and making service offerings more accessible and easier to understand. The account will be handled by the agency’s Bengaluru office.

    Said Ravi Vishwanath, CEO, Narayana One Health:, “We are on a mission to make healthcare simple, integrated, personalized and friendly. This strategy is new to India and communicating the benefits of our approach is a critical task. We are delighted to partner with DDB Mudra and look forward to their strategic collaboration on this pathbreaking journey.”

    Added Menaka Menon, President and Managing Partner – Growth and Strategy, DDB Mudra added: “With their focus on bringing primary and secondary healthcare closer to the consumer and addressing the many barriers that come in the way of a proactive approach to health, Narayana One Health is here to make a difference to the way healthcare is organized in India. We’re really excited about partnering with the team and bringing about a change in the way Indians interact with healthcare.”

  • The Supreme Court has issued an advice for self-declaration of all advertisements

    ASCI presents view on SCàMIB requirement self-declaration

    The Supreme Court has issued an advice for self-declaration of all advertisements – for television and print. Manisha Kapoor, CEO and Secretary General, ASCI, has issued a statement on the same: “The Ministry of Information and Broadcasting has established new features to their portals to enable advertisers to obtain the self-declaration certificate to comply with the Supreme Court directives. Given the vast number of creatives that now need certification, this is a challenge that advertisers, agencies and media owners will need to gear up for.

    “ASCI’s Advertising Advice service can support advertisers be compliant with the ASCI Code, which forms a key part of the Advertising Code under the Cable TV Network (Regulation) Act. This would help advertisers be more confident of their self-declarations which are now mandated for print. TV and Internet ads.  Whether it is small or big advertisers, no ads would now be permitted on any media and channel without such a certification.

    “To avoid any disruptions in their campaigns, advertisers and agencies are advised to familiarise themselves with the portals and the requirements during the buffer period provided until the June 17, 2024.”

  • Utterly Butterly Poll-icious!

    Utterly Butterly Poll-icious!

    It’s Counting Day, and no better way to recap the seven-phase election process than the Amul Butter topicals