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  • Crosshairs bags mandate for India Today Conclave

    Crosshairs Communication has bagged the PR mandate for the India Today Conclave Mumbai 2024. As the official PR partner, Crosshairs Communication will lead the charge in managing key messaging and communication strategies for the event.

    Said Stuti Jalan, Founder & Managing Director, Crosshairs Communication: “We are thrilled to be associated with the India Today Conclave Mumbai 2024 for over a decade now. We look forward to the conclave as its one of the pioneers in the country that brings critical national conversations to the forefront. Our focus is to elevate the discussions and amplify India’s voice in this global dialogue.”

  • Sensodyne to celebrate Dentist Day

    Sensodyne, the oral care brand from Haleon (formerly GlaxoSmithKline Consumer Healthcare), has launched a four-film #DoctorsOfJoy campaign for World Dentist Day, observed on October 3.

    Said Kishlay Seth, Category Lead – Oral Healthcare at Haleon: “On this World Dentist Day, Sensodyne celebrates dentists for their dedication and expertise in caring for our oral health. We recognize the important role they play in shaping the future of dental care and enhancing our quality of life.  At Sensodyne, we acknowledge the difference they make in everyday moments—from sharing meals with loved ones to enjoying a simple cup of coffee, worry-free. Today and every day, we thank them for their unwavering commitment and passion to improve oral health.”

     

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  • Indri Single Malt appoints BlackCab Agency for campaign

    BlackCab, a marketing agency, is partnering with Indri Single Malt Whisky, for a visual content campaign.

    Said a spokesperson from BlackCab: “Our goal was to create a campaign that not only highlights the craftsmanship of Indri’s exclusive collectible expressions but also taps into the cultural zeitgeist around the most watched series. By merging the worlds of whisky and fantasy, we’ve crafted a story that resonates deeply with connoisseurs and collectors.”

  • Vi-John appoints Dentsu X for integrated mandate

    Vi-John Healthcare India, manufacturer of personal care, healthcare products and cosmetics, has awarded the integrated media mandate of the shaving category to Dentsu X.

    Said Jose Leon, CEO, Dentsu X India: “We at Dentsu X are thrilled to add Vi-John – a reputed CPG brand, to our clientele. By combining creativity, technology, and strategy, this partnership is set to deliver impactful and transformative brand experiences for Vi-John. We are dedicated to innovating and redefining these experiences, pushing boundaries to drive remarkable growth and influence.”

    Added Anita Kotwani, CEO Media, South Asia: “We are excited to embark on this strategic partnership with Vi-John, a brand that holds a deep-rooted legacy in the Indian market. At Dentsu X, we pride ourselves on creating transformative experiences. This collaboration presents opportunities for us to craft innovative strategies that align closely with their distinctive vision. By combining our expertise with their dynamic spirit, we are confident in creating something truly exceptional.”

    Said Ashutosh Chaudharie, General Manager Marketing, VI John: “We are happy to partner with Dentsu X on our Shaving Category. The company is at an important juncture in its six decades of market leadership and we wanted strategic partnerships with a media partner that has both – experience in handling large-scale FMCG brands along with the expertise of giving customized media solutions that are market-specific. Denstu X was a clear choice and we are excited to work with them to meet our business objectives.”

  • Bata Shoes rolls out campaign for Pujo

    Bata has rolled out a new campaign to launch new Pujo Glam Collection featuring actors Neel Bhattacharya and Trina Saha.

    Speaking on the launch, Deepika Deepti, Head of Marketing, Bata India, said: “Bata’s journey in India began right here in the East and we have been a part of the region’s celebrations for generations. Our long-standing presence has given us unique insights into our customers’ desires for fashion-forward, high quality designs at affordable prices. We’re proud of our legacy and are excited to continue to democratize fashion with the latest Pujo Glam Collection. We believe that everyone deserves to feel like a celebrity and should have access to stylish offerings.”

  • Das ka Dum with Dr Bhaskar Das | Do you fear that in their pursuit for profits, Indian media companies are abandoning their responsibility to foster critical thinking?

    Bhaskar Das PhotographIf you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

    Q. Do you fear that Indian media companies, like their western counterparts are, in their pursuit of profitability, also abandoning their responsibility to foster critical thinking and instead opting for viewership?

    A. Any business including media, in the ultimate analysis, has to generate surplus to plough back to business or ensure that finite resources of society are not squandered. Now that’s a supra-business objective. Is it followed in toto? I don’t want to delve into intellectual polemic.

    There is nothing grossly wrong in keeping profit/ profitability in the business radar, but over-obsession with continuous high trajectory at the cost of core business interest, could create myopia and business astigmatism. History is replete with examples of myopic chasing of mere profit, ignoring overall health of the business, would one day degenerate of the failure of success.

    In today’s context, the responsibility of fostering critical thinking, except a few news organisations and individuals, sounds so vacuous that anyone talking about it must belong to neolithic age. Now, algos overides humans (and humanity?).

  • Our obsession with ‘One’

    Our obsession with ‘One’

    Avik ChattopadhyayOne nation. One election.

    The sequence continues with our new-found, or newly-created, obsession with ‘One nation’. The one about elections is the latest. We have had our brushes with law, language, colour, food, attire and so on.

     

    Another has been the renaming of Port Blair to Sri Vijaya Puram. It was done to do away with a colonial name and give it a national one. Therefore, a Sanskrit name. A language that is not indigenous to the Onges, Jarwas and Sentinalese. Basically, another colonial name. But in the name of ‘oneness’.

     

    What is this ‘one’ all about?

     

    One could be universalism.

    It could be about one with the world, the entire ecosystem, the entire human race and a common set of values. It could be about the universalism of man as espoused by Romain Rolland or Aurobindo or Tagore. It is about an open canvas whereon each individual could play her/his own role with a sense of liberty and contribution to the larger cause. It is beyond boundaries of nationhood.

     

    One could be unity.

    As kids, we were fed on the narrative of ‘unity in diversity’. It could be about the mutual appreciation and empathy in our diversity that makes us come together as one people, under one constitution that recognises the strength of the multiple cultures, faiths, thoughts, languages and ways of life. It’s a sense of equi-proximity to one and all.

     

    One could be uniformity.

    It can be about being bound by a common code of justice, regulations, accessibility, evaluation, recognition and reward that operates over and above the unity in diversity. It is about maintaining equi-distance from each bit of diversity, applying a more rational approach to oneness.

     

    One could be unitarianism.

    It could be about only one way of doing things in one nation. One language. One food plate. One attire. One colour code. And finally, one faith. Basically one way of life, determined by the vision of what defines the nation by the absolute powers that reign.

     

    In a recent television debate on the occasion of ‘Hindi Diwas’, on being chided by the anchor that Hindi was needed as a national language to unite the nation, one panelist pointed out that the nation is already united and does not need a unitarian language to do so.

     

    Last week, a senior minister stated that we need ‘our own Silicon Valley’. Pat came an apt response that Bengaluru happens to be a part of India. This is what happens when you get caught in the game of ‘one’ and one-upmanship.

     

    Countries, like corporations, need to consciously decide which ‘one’ they wish to be.

    In fact, countries, like ours, in the current state of flux, need to learn from how multinational, multi-business organisations successfully run as one. What makes a Coca-Cola retain brands like Fanta and Thums Up instead of steamrolling just one unitarian brand all across? What makes a Toyota retain brands like Daihatsu in the same market, in the same product segment? Or make a conglomerate like Raytheon keep brands like Otis, UTC, Chubb, Pratt & Whitney and Carrier when they took over United Technologies.

     

    Oneness does not come out of unitarianism. It comes out of inclusion and assimilation. It is immensely more powerful to absorb and preserve than acquire and subsume. The unique DNA and flavour of every brand as a microcosm adds to the overall uniqueness of the macrocosm. So, consciously celebrating all cultures, languages, attires, food styles, colours and scripts as part of the national ethos will generate more profits for the nation than trying to create clones in the effort to bring about uniformity through unitarianism.

     

    Port Blair should have been given an indigenous name.

    Tamil should be taught in CBSE schools as a language option, just like Hindi and Sanskrit.

    The states should have their elections distinct from that for the national parliament.

    It is not about saving costs, as we have not been the most careful spenders anyway.

    It is about preserving and promoting diversity if one is to be a truly successful country or corporation.

     

    This needless obsession with being ‘one’ by imposition rather than by assimilation reminds me of the last lines of the Queen song ‘One Vision’…

     

    One, one, one, one, one, one, one

     

    One flesh, one bone, one true religion

    One voice, one hope, one real decision

     

    Give me one night, yeah

    Give me one hope, hey

    Just give me, ah

    One man, one man

    One bar, one night

    One day, hey, hey

    Just gimme, gimme, gimme

    Gimme fried chicken!

     

    Jai Hind!

  • RBL Bank launches campaign

    RBL Bank, in partnership with IndianOil and powered by Mastercard, has launched the IndianOil RBL Bank Xtra Credit Card, accompanied by a #FurtherAndBeyond campaign.

    Notes a communique: “What sets this launch apart within the BFSI (Banking, Financial Services, and Insurance) sector is its approach to blending financial services with experiential marketing. The campaign’s theme, “Further & Beyond,” embodies the spirit of exploration and pushing boundaries. To promote the card, social media influencers known for their passion for travel, embarked on a thrilling 750 km road trip from Chandigarh to Leh-Ladakh, documenting their journey and showcasing the card’s real-time benefits at various petrol stations and pit stops. The journey was extensively documented and shared on social media, showcasing the card’s real-time benefits and its role in enhancing the travel experience. So far, over 150 plus content pieces have been created, reaching an audience of 20 million as part of this campaign.”

     

     

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  • TCS tops new Kantar Most Valuable Brand Report

    Tata Consultancy Services (TCS) has come out on top most valuable brand for the third straight year, as per the Kantar BrandZ Most Valuable Indian Brands Report. With a brand value of $49.7 billion, TCS has seen a 16% rise versus last year, driven by investments in innovation, particularly in AI and digital transformation.

    India’s top 75 most valuable brands now have a combined value of $450.5 billion, marking a 19% increase from last year. Brands across diverse business sectors fuelled this growth, with 54 brands boosting their brand value over the past year. This igrowth outpaces most other BrandZ rankings globally and closely mirrors the 20% increase seen in the Global Top 100, notes a communique.

    Kantar BrandZ Top 10 Most Valuable Indian Brands 2024

    Rank 2023 Rank 2024 Brand Category Brand Value 2024 (US$ M)
    1 1 Tata Consultancy Services Business Technology and Services Platforms 49,657
    N/A 2 HDFC Bank Financial Services 38,286
    4 3 Airtel Telecom Providers 29,856
    3 4 Infosys Business Technology and Services Platforms 25,221
    5 5 State Bank of India Financial Services 17,979
    6 6 ICICI Bank Financial Services 15,604
    8 7 Jio Telecom Providers 13,744
    7 8 Asian Paints Paints 13,555
    10 9 HCL Tech Business Technology and Services Platforms 11,815
    11 10 LIC Financial Services 11,499

     

    TCS tops a strong group of seven Business Technology and Services Platforms, collectively worth almost $100 billion, and equalling 22% of the total value of India’s Top 75 ranking.

    Financial Services brands also dominate, with 17 brands, contributing 28% of the ranking’s overall brand value. HFDC Bank (No.2; $38.3bn) retains its position as India’s second most valuable brand. State Bank of India (No.5; $18.0bn), ICICI Bank (No.6; $15.6bn) and

    Zomato is this year’s Fastest Riser with 100% growth in brand value year-on-year due to relentless innovation and expansion into quick commerce. It has also boosted efficiency and elevated its customer experience over the last year.

    Deepender Rana
    Deepender Rana

    Said Deepender Rana, Executive Managing Director, Insights, South Asia at Kantar: “Strong brands consistently outperform the market. Over the past year, the companies behind India’s Top 75 brands have achieved an impressive 52% stock market growth, outpacing the 37.6% growth for the Sensex. Brands that thrive are those that create a Meaningful Difference by meeting evolving consumer needs, challenging industry norms, and forging strong emotional connections. The top performers in this brand ranking have excelled by embracing disruption and innovation, leading to significantly higher growth.”

    Soumya Mohanty
    Soumya Mohanty

    Added Soumya Mohanty, Managing Director & Chief Client Officer, Insights, South Asia at Kantar: “It’s not enough to make consumers want to buy, brands must build their saliency and relevancy across all touchpoints, from advertising to in-store experiences. Successful brands create a consistent presence that resonates with consumers, driving both awareness and loyalty. Those that thrive have combined strategic reach with compelling, creative messaging to capture consumer attention and drive significant brand growth.”

  • John Abraham features in Aprilia RS457 ad campaign

    Piaggio Vehicles Pvt Ltd, the ‘purveyor’ of Vespa and Aprilia, has unveiled the first instalment of a cinematic digital ad campaign featuring actor and brand ambassador John Abraham.

    The campaign comprises four-film series directed by Nigel Simpkiss. The campaign is conceptualised and executed by Centrick, a boutique creative agency.

    Sharing his views, Diego Graffi, Chairman and MD, Piaggio Vehicles Pvt Ltd said: “Aprilia has always been about pushing boundaries. This campaign is a bold statement of our intent to redefine the motorcycle ownership experience. This campaign, brought to life by John Abraham’s charisma, perfectly captures the spirit of Aprilia. We are confident that it will resonate with our target audience and strengthen our position in the market.”

    Added  Apoorva Saigal, AVP – Corporate Communication and 2W Marketing, Piaggio Vehicles: “We discovered a void in the market – While specs and performance are undeniably crucial, they alone do not ignite the passion that drives riders.  This campaign is a testament to our deep understanding of the modern rider. This campaign is about creating a movement, a community of riders who feel understood and celebrated. John Abraham, a passionate biker himself, brings an unparalleled authenticity to the campaign. His raw energy and connection with the Aprilia RS457 are palpable in every frame. We believe that Aprilia has the power to ignite a passion that goes beyond the ride itself. It’s about igniting emotions, not just showcasing features.”

  • Havas Play hosts pickleball event

    Havas Play India, the activation arm of Havas Media Network, hosted the Tata.ev Pickleball Weekend Fiesta (September 22). Nearly 200 picklers from across Delhi and NCR participated in this open team-format tournament.

    Commenting on their association with the Tata.ev Pickleball Weekend Fiesta 2024, Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., said: “For Tata.ev, the Pickleball Weekend Fiesta perfectly embodies the blend of community, sustainability, and technology—values that lie at the heart of our mission. As one of the fastest-growing sports globally, Pickleball is gaining remarkable traction in India, with over 10,000 active players and an impressive annual growth rate of more than 30%, both in participation and court development. The sport’s unique blend of accessibility, low environmental footprint, and emphasis on inclusivity deeply resonates with our commitment to a greener, more inclusive future. By supporting events like this, we not only foster healthy, active communities but also promote collaboration that drives meaningful progress for both society and the planet.”

  • Shalimar Agarbatti launches new ad campaign

    Shalimar Agarbatti Co, has roped in Bangla actor Abir Chatterjee as the face for its brand Avida in its new ad campaign.

    Said Alkesh Shah, Director, Shalimar Agarbatti Company Pvt.Ltd:  “Avida has been a household name in West Bengal for over a decade now, and the discerning Bengali trusts the quality and the mesmerisingly long-lasting fragrance of Avida. In the recent years, due to low-involvement and a weak retailer push, substandard agarbattis have started infiltrating the market.”

    The campaign strategy, concept and script has been created by Bengaluru-based Vipul Thakkar of Very Multimedia Solutions Pvt. Ltd.