MxMIndia

Category: Top Stories

  • Positions it as the ultimate solution for big screen entertainment

    Airtel launches campaign for Xstream Fiber

    Bharti Airtel has announced the launch of a high decibel 360° campaign for Airtel Xstream Fiber.  It has been produced in collaboration with ad agency Fundamental.

    Note a communique: “The campaign features characters from popular entertainment shows burst onto the scene, symbolising the plethora of entertainment choices available through Airtel Xstream Fiber. Accompanied by a catchy soundtrack celebrating diverse shows and genres, the campaign highlights the seamless integration of leading OTT platforms and TV channels accessible through Airtel Xstream Fiber. This campaign unveils a nuanced approach to capture all the touchpoints of entertainment for the users. It integrates seamlessly with the pattern of how the current user consumes entertainment.”

  • Will feature archer Dhiraj Bommadevara

    New season of ‘Never Surrender’ docu series launched

    The new season of ‘Never Surrender’ documentary series launched. It will feature archer Dhiraj Bommadevara, who will represent India at the 2024 Paris Olympic Games, and whose career is an example of the values of resilience and competitiveness that the club’s motto represents.

    Said club president José María del Nido Carrasco: “The club is fully committed to its internationalisation strategy. It is important for us that our team and matches are followed worldwide, but also to convey our values. The series ‘Never Surrender’ aims to be a source of inspiration for our fans with sports stories that reflect the idea that one should never give up in the face of adversities encountered in sport, but also in our daily lives.”

    Added Gaurav Manchanda, Owner, FC Bengaluru United: “Sevilla FC embody a rich history – one that speaks of perseverance, determination, resilience, and triumph. Their motto of ‘Never Surrender’ rings true with this ethos as do the stories we witness in the ‘Never Surrender’ documentary. Rising against the odds and emerging triumphant has been the hallmark of Sevilla FC’s sporting journey, something that we, as their international partners can take tremendous inspiration from.”

  • With Coaching beyond Cricket Academy

    MGM School of Sports signs MoU with Ravi Shastri

    MGM School of Sports,  has inked a Memorandum of Understanding (MoU) with Coaching Beyond Cricket Academy, founded by Ravi Shastri, B Arun, and R. Sridhar, former Team India coaches.

    Situated near Cuttack city, just 30 km from Bhubaneswar, MGM School of Sports epitomises a commitment to promoting a culture of high-performance cricket in the state of Odisha.

    Pankaj Lochan Mohanty, CMD of MGM Minerals Ltd., expressed his optimism about the collaboration, stating that it will significantly contribute to the development of cricket in Odisha and position MGM School of Sports as a premier cricket training destination globally.

  • For women officers of Mumbai Police to promote self-breast examination

    SBI Life Breast Cancer Awareness programme

    Taking cognisance of the trials and tribulations of the women in police, SBI Life on the occasion of ‘International Women’s Day’, organised a Breast Cancer Awareness Programme under its ‘Thanks-A-Dot’ initiative for the women officers of Mumbai Police, in association with Lion’s Club.

    Addressing the women officers of Mumbai Police, Amit Jhingran MD & CEO, SBI Life Insurance said: “It is an honour to stand alongside the courageous women of Mumbai Police together, we intend to pave the way for a future where breast cancer is no longer a threat to the lives and dreams of our loved ones. SBI Life’s ‘Thanks A Dot’ serves as a beacon of hope, empowering women across the nation to take charge of their well-being. By instilling the importance of regular self-examination, we aspire to redefine the narrative surrounding breast cancer awareness in our country.”

  • To create awareness and drive top-of-the-mind-recall for the brand

    Mirum India bags digital mandate for Ibis Hotels

    Mirum India, a VML company, has won the digital mandate for Ibis Hotels, a brand under the Accor group. Under this mandate, Mirum India will be the digital and social media agency of record (AOR) for ibis Hotels.

    Ibis Hotels, known for its modern, comfortable, and well-designed rooms, caters to both business and leisure travellers. The brand now aims to strengthen its position in the market by reaching out to its audience more effectively through digital channels. With a focus on building a community for the brand on the digital front, Mirum India will play a strategic role in creating awareness and driving top-of-the-mind-recall for the brand.

    Commenting on the partnership, Animesh Kumar, Commercial head – ibis & ibis Styles India, said: “The partnership with Mirum India, marks a strategic move for ibis Hotels in our journey to reinforce our digital presence and connect more deeply with our audience. As we embark on this journey, we’re committed to leveraging innovative digital strategies not only to amplify our presence but also to cultivate a vibrant digital community. Together with Mirum India, we aim to create immersive experiences that resonate with our guests, fostering lasting connections, and enhancing the essence of ibis Hotels.”

    Mihir Karkare, Managing Director, Mirum India, added: “If we look at the recent stats, domestic tourism is expected to bounce back to the pre-pandemic levels by 2024–25, with foreign tourist arrivals increasing by 435% over the next three years. With the opportunity that it presents for the Indian tourism sector, I believe this partnership couldn’t have happened at a better time. The team is fueled with determination to elevate ibis Hotels’ digital presence to even greater heights. Together, we’re set to create a captivating digital landscape that will enable ibis Hotels to foster deeper connections with its audience and build brand loyalty.”

  • Stars Akshay Kumar

    Lowe Lintas creates brand film for Dollar Bigboss

    Dollar Industries Limited, manufacturers of hosiery  and innerwear apparels, rolls out a new brand film starring Akshay Kumar. The film conceptualised by Lowe Lintas Kolkata.

    Said Mr Vinod Kumar Gupta, Managing Director, Dollar Industries Limited: “We have enhanced the Bigboss range to include not only innerwear but also athleisure, gym-wear, and casuals for men. Through our enduring decade-long partnership with our brand ambassador, superstar Mr Akshay Kumar, our brand has experienced substantial growth.”

    Commenting on the campaign, Mohit Pasricha, Unit Creative Director, Lowe Lintas said: “Quite frankly, being punctual isn’t something that should be even up for debate. Unfortunately, being late has become the usual norm. However, come to think about it, and we will realise that the people who should be the most ‘busy’, are in fact very particular about time. The same holds true for Akshay. Despite being such a busy superstar, Akshay is a real stickler for punctuality. So, when we conceived the new commercial, we decided to stitch Akshay’s life values with riveting water-sport action so that in the end, it is not just relatable to the audience but also makes for an entertaining watch.”

  • To elevate social presence

    Admatazz bags mandate for Boss Appliances

    Admatazz, a Mumbai-based digital agency that uses creative, media, and technology to solve marketing problems, has bagged the integrated social media and search engine optimization (SEO) marketing mandate of Boss Appliances.

    As part of the mandate, Admatazz will handle the creative communications of the brand across social media platforms like Facebook, Instagram, and LinkedIn to elevate social presence along with boosting organic traffic.

    Speaking on the account win, Yash Chandiramani, Founder and Chief Strategist at Admatazz, said: “We are glad to add Boss Appliances to our roster. As we grow as a company, we look to partner with brands who believe in our methods and approach, and we are glad Boss Appliances entrusted their digital presence duties to us. Our key aim is to strengthen the brand’s digital presence by curating interesting content that can be made in this category and increasing the brand’s reach and audience engagement.”

    Vidhi Gala, Director of Marketing at Boss Appliances added: “As a brand that has been present for over four decades, we have always moved forward with the times, and as we see the digital and social media space grow rapidly and consumers become more active, we realise the need to strengthen our online presence. With Admatazz, we are glad to find like-minded agency partners who are enthusiastic and excited to build our brand as we do. We look forward to our association with them.”

  • Move expected to create greater deterrence and support enforcement

    CCPA and ASCI join hands to strengthen Advertising Regulation in India

    The Department of Consumer Affairs (DoCA) and The Advertising Standards Council of India (ASCI) both operate with a mutual goal of protecting consumer interests. This objective is central to the missions of both ASCI and the Central Consumer Protection Authority (CCPA) when it comes to the issue of misleading advertisements.

    It is noteworthy that ASCI’s code and associated guidelines in the area of advertising are harmonious with several guidelines enforced by the Central Consumer Protection Authority. These encompass guidelines concerning misleading advertisements, dark patterns, influencer guidelines, coaching institutes, greenwashing and more.  In light of this alignment, the CCPA has recognized that any violation of ASCI’s code pertaining to misleading advertisements may potentially contravene the Consumer Protection Act of 2019 and its related guidelines.

    Therefore, the CCPA has requested ASCI to forward any advertisement that is non-compliant with the ASCI Code and could potentially violate the Consumer Protection Act, 2019, along with its accompanying guidelines, to CCPA for appropriate action. Any such case escalated by ASCI concerning misleading advertisements will be promptly addressed and handled in strict accordance with the Consumer Protection Act 2019 by the CCPA.

    This collaboration comes amidst the growing complexity of the advertising landscape, especially with respect to digital advertising. Commenting on this development, Shri Rohit Kumar Singh, Secretary DoCA said, “The alignment between ASCI’s code and CCPA’s guidelines highlights a collective effort towards promoting transparency and fairness in advertising. With similar objectives, CCPA and ASCI can work in complementary ways to ensure that any infringements are addressed effectively. New challenges are being created by digital advertising, and keeping pace demands a collaborative approach with like-minded bodies.  Regulators working closely with self-regulators is an established best practice, and we hope that with this partnership, regulation of Indian advertising keeps getting more effective. Where voluntary compliance with the CCPA guidelines is not forthcoming, or in the case of repeat offenders, the CCPA has the powers to impose fines and penalties. We will not shy away from enforcing the provisions of the Consumer Protection Act as needed.”

    Manisha Kapoor, CEO and Secretary-General ASCI said: “We have been working closely with DoCA and CCPA on several issues, and we are truly delighted to deepen this relationship.  ASCI has deep expertise and specialization in advertising regulation and we thank CCPA and DoCA for their trust and their collaborative approach. A robust self-regulatory system helps all stakeholders and this partnership is a positive step in taking self-regulation to the next level.”

    DoCA and ASCI have, in recent times, held joint consultations and collaborations on several issues surrounding advertising such as Influencer Guidelines, Greenwashing, Dark Patterns and Surrogate Advertising, creating greater dialogue and alignment between industry, civil society and regulators. Advertising self-regulators around the world work closely with the governments in models of co-regulation in formal and informal ways. Given the complex nature of advertising today and the borderless nature of the online space, issues like disguised advertising, deepfakes and scams are coming to the fore, such partnerships gain significance in effective advertising regulation.

  • To empower women to confront gender taboos

    Sirona Hygiene launches campaign

    Sirona Hygiene, a brand focusing on women’s menstrual health and intimate hygiene, ignited a  campaign aimed at smashing societal taboos and stereotypes surrounding women.

    A symbolic wall adorned with phrases like “Must be a girl driver,” “Periods are dirty,” “Women cannot enter the kitchen during periods,” “Women should have kids before 30” and other taboos were featured at the event. Plates, cups, and jugs made of terracotta were also inscribed with similar taboo phrases.

    Speaking about the campaign, Anika Wadhera, Head of Marketing at Sirona, said: “Our initiative to break taboos is about empowering women to reject stereotypes and embrace their true potential.” The event received overwhelming interest and involvement, with attendees expressing appreciation for the opportunity to speak out against deeply rooted social norms and share their experiences of shattering taboos.”

  • Partners with top comedians like Kapil Sharma and digital stars

    Sprite returns with ‘Joke in a Bottle’ campaign

    Sprite, the refreshing, lime-flavoured soft drink from the Coca-Cola Company, is back with ‘Joke in a Bottle’, following the success of its inaugural season. Strengthening its renowned ‘Scan Karo, Joke Suno, Thand Rakho! campaign from last year, the brand is set to become the ultimate heat hack for this season, delivering a fresh wave of comedic content. With a simple scan of a bottle, youngsters can unravel jokes across 9+ regional languages across their most relatable topics such as exams, college, relationships, food and much more.

    To spearhead the campaign, they’ve collaborated with three pairs tied by their love for comedy. For the nationwide commercial we will see Kapil Sharma, together with Suryakumar Yadav who is known for his quick-wit in the Indian cricket Team. Following this, the Bengali commercial will feature superstar Dev Adhikari and Comedian Niranjan Mondal, and the Oriya commercial will feature actor Sabyasachi Mishra and comedian Biswa Kalyan Rath.

    Commenting on the new campaign, Tish Condeno, Senior category director, sparkling flavours, Coca Cola India and South-West Asia, said: “We are thrilled to bring back Sprite’s Joke in a Bottle campaign, following the outstanding response from last year. Our goal remains unchanged: to infuse our consumers’ lives with happiness, delivering genuine and relatable content that resonates with our brand ethos. Sprite is dedicated to offering an unmatched, delightful experience, and we are eagerly looking forward to spreading joy and laughter with everyone!”

    Ritu Sharda, Chief Creative Office, Ogilvy India (North): “Sprite Joke in A Bottle, now running in its second year, not only has regional jokes, but the campaign is regional too. Real comedians have joined forces with popular personalities to keep the heat down and laughter up. The campaign features stars like Kapil Sharma and SKY for the north market, Dev and Niranjan for the Bengali market and Sabyasachi and Biswa for Oriya. The campaign will surely tickle you in the language you love and strengthen the brand’s promise of ‘Thand Rakh’.

  • Our offices are closed on Friday, March 29 for Good Friday

    Good Friday holiday. See you April 1

    We apologise for two ‘no edition’ days in a calendar week, but since it’s Good Friday and a holiday for most offices in our ecosystem, save the newsfolk of course, our offices are shut too. There will hence be no scheduled updates and newsletter edition tomorrow, March 29.

    But we will be back on Monday, April 1, with our regular views, news and analyses.

    See you then.

  • To support the company's India's journey of growth in the region

    PHD India wins Oppo mandate

    Oppo smartphone and accessories has appointed PHD India to lead its integrated media mandate, following a competitive multi-agency pitch.

    Said PHD India CEO, Monaz Todywalla: “We are thrilled to embark on this journey of growth with our new partner, OPPO. The brand is an innovator in its space and with PHD’s deep expertise in media, consumer strategies and advanced thinking – ‘Intelligence. Connected.’ – that combines data, technology, and human expertise collaboratively, we look forward to building a stronger affinity for Oppo India.”