MxMIndia

Tag: DDB MudraMax

  • The agency will be responsible for all media activities viz. planning, buying and implementation

    DDB MudraMax Media wins media mandate of Athena Life Sciences

    By A Correspondent

     

    Athena Life Sciences, a startup in the space of cosmoceutical and therapeutic beauty treatment, has appointed DDB MudraMax Media as its media agency. The agency will be responsible for all media activities viz. planning, buying and implementation.

     

    Athena Life Sciences is a relatively new organization and hence its association with DDB MudraMax Media becomes crucial since the agency has become the brand’s first ever media agency. For their maiden campaign, the company will focus on building awareness for D’Free, an overnight anti dandruff lotion.

     

    On appointing DDB MudraMax Media, Prabhu Karthikeyan, CEO & MD, Athena Life Sciences quoted, “Startup dynamics are so different from established businesses – budget constraints, faster changes, narrow focus, and so much more. DDB MudraMax Media gave us the comfort of a large planning and buying house, strong FMCG/consumer mindset, and yet brought in the kind of attention, collaborative thinking that a startup deserves.”

     

    Navin Kathuria, Associate Vice President, DDB MudraMax Media said, “It is an interesting assignment to deploy our consumer planning and holistic implementation skills, with ideas at the centre of the consumer engagement. We are very delighted to partner with Athena Life Sciences in their journey towards building a cutting edge Consumer Products Business.”

     

  • The scoreboard at the end of the match read: India 0 for the loss of 546030, Pakistan 0 for the loss of 546228

    MudraMax’ Misunderstood Scorecard makes a cross-border impact

    By A Correspondent

     

    On the eve of India-Pakistan WC 2015 match which took place on Sunday, February 15, DDB MudraMax executed a one-of-a-kind outdoor campaign for Zee News.

     

    As the tension built up, with fans exchanging videos of varying statistics of the past matches, DDB MudraMax installed manual scoreboards of a different kind in Jammu & Kashmir, New Delhi in India and Lahore, Karachi in Pakistan. While spectators felt that these were normal run-of-the-mill scoreboards which kept on-lookers updated with the status of the match, they were caught off-guard as the numbers didn’t tally.

     

    As India started to bat and the first wicket fell, the Indian wickets column displayed ‘1’. Within minutes, the wickets column read ‘2’. Our country neighbors standing in front of the billboards in Lahore and Karachi celebrated. The Indians on the other hand checked the score on their mobile phones and realized the second wicket hadn’t fallen. A few minutes later, the wickets column said ‘3’. Before long, onlookers on either side of the border decided that the scoreboard had gone faulty.

     

    To the surprise of the spectators, no one came to rectify the faulty boards, instead the wickets column seemed to be in a hurry. It moved briskly from tens to thousands to tens of thousands in no time. A similar pattern followed when Pakistan batted. The scoreboard at the end of the match read: India 0 for the loss of 546030, Pakistan 0 for the loss of 546228.

     

    After India won the match, the copy on the scoreboard changed. It read “WHEN LIVES ARE LOST, NO ONE WINS”. The numbers kept increasing and stopped at 547290 for India and 546228 for Pakistan – the numbers of lives lost by soldiers since 1947 during the battles fought between both the countries. Thus depicting that neither country won anything by losing her soldiers.

     

    The message was loud, clear and was well addressed by the passers-by who started lighting candles at the site, in memory of the fallen. Thus, a powerful statement on the futility of war was well-conveyed through the ‘Misunderstood Scoreboard’.

     

  • The OOH campaign pans across 14 cities and in languages that resonate with Indian travelers

    DDB MudraMax-OOH crafts outdoor campaign for South African Tourism

    By A Correspondent

     

    In its continued efforts to attract more and more Indian travelers to South Africa, DDB MudraMax-OOH and South African Tourism have unveiled a new outdoor advertising campaign, #MeetSouthAfrica, by showcasing a diversity of experiences available in South Africa.

     

    The campaign outspreads to metro and tier-II cities in India such as Mumbai, Kolkata, Ahmedabad, Delhi, Noida, Gurgaon, Jaipur, Chandigarh and Bengaluru among others.

     

    In an endeavour to resonate with the Indian travellers, the striking creative executions of the #MeetSouthAfrica campaign has been customized with the use of impactful one-liners in local languages that are engaging and appealing.

     

    The visuals integrate the underlying essence of the campaign through impactful illustrations on adventure, scenic beauty, wildlife and luxury experiences on offer in the country. The campaign includes media mix comprising of large format hoardings, bus shelters and ambient media such as malls in strategic locations to further enhance consumer reach.

    Commenting on the campaign, Hanneli Slabber, Country Manager, South African Tourism, said, “Outdoor advertising is one of the strongest mediums of gaining widespread access to the nation’s holiday seekers. This year, we have customized our outdoor campaign to make it more local by highlighting South Africa’s unique experiences in local languages in a contextual manner. This idea came from the insight that we gathered during our interactions with Indian travellers, where after their visit to South Africa, they could best express certain emotions of experiences such as pleasure, eternity and beauty only in their mother tongue. Taking cue from this, we thought of bringing alive emotions that resonate with our customers at a regional level to draw a stronger connect with the potential travellers. We have also added some innovations in our outdoor creative work to demonstrate South Africa’s distinctive, spectacular and high quality tourism products and experiences that are amongst the world’s finest.’

     

    Mandeep Malhotra, President, DDB-MudraMax quoted, “South African tourism as always excites and induces prospective holiday goer’s with inciting creative on large format medium. The information dissemination with the creative are amazing and full of excitement. Handpicked sites and creative thought through for the locations differentiate it with other travel campaigns. We at DDB MudraMax love working on creating a lot of buzz around the campaign.”

     

  • The challenge lay in persuading shoppers on what benefits green tea offers them

    Lipton Green Tea offers a new shopping experience with TracyLocke

    By A Correspondent

     

    Leading tea brand Lipton wanted to drive the penetration of its green tea bags amongst health conscious young men and women by positioning it as an additional beverage for consumption during the day and educating them on the benefits of Lipton green tea.

     

    When TracyLocke conducted a survey, they found that the consumer is not sure where to buy and how to select on shelf when all tea products look the same. So the challenge lay in persuading shoppers on what benefits green tea offers them.

     

    To convey the thought to the mass, TracyLocke chose to take the mass route i.e. TAPRI. They conducted a daylong session and shortlisted five concepts. Here the task was to capture attention, connect with the consumer’s mindset and make it easy for them to commit to the brand. The team created FSUs, end caps, shelf strips, and parasite hangers depending on the insights from consumer’s feedback.

     

    The team conducted an extensive lab research for three days in a leading shopper research facility at Unilever’s premises. A combination of shopper observation and a post simulated purchase, in-depth interview was conducted that provided insights on the creative and the elements which the team had installed. Basis the findings, the team selected the winning route and created the final in-store elements. TracyLocke worked out the final creative elements which include parasite hangers, shelf cladding, end caps and visicube.

     

    Ashwath Srinivasan, Senior Brand Manager-Beverages at HUL said, “The green tea segment in India is the fastest growing segment within packaged tea. We believe that this is the right time to accelerate the development of green tea and become leading green tea brand by driving the penetration of Lipton green tea among health conscious young men and women. Research shows that while consumers know green tea is healthy they are not sure why exactly they should consume it and hence most shoppers tend to ignore it at the store. With the help of TracyLocke we were able to come up with a set of compelling in-store assets. In fact, we’ve used the in-store visual in other media too.”

     

    Mandeep Malhotra, President, DDB MudraMax quoted, “India is changing and so is the consumer behavior. Lipton is a very strong player in the tea segment and had to maintain the leadership stance. We were briefed on Green tea as a project and were up for using our proprietary tool’s to make a difference in the market. The ability to address the complete spectrum of consumer touch points with depth requires unique capabilities. We began with measuring and understanding the brand / the category and the environment. Layered with consumers’ behavior and there selection or deselection process on shelf space at the marketplace, we designed the key elements for visual relationship with healthier choice. A great execution and deployment role out of designs were proposed. Lot of research and testing on the work ensured that we come up with a shopper marketing campaign duly supported by media placement was rolled out. We are super happy with the work and results. We are glad that our contribution on making Lipton green tea a popular choice for a healthier India is a great case study for shopper marketing in India.”

     

  • The activation was implemented at various malls across major cities of India including Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata

    DDB MudraMax executes on-ground activation for Tupperware

    By A Correspondent

     

    The great Indian wedding season in India never ends. The shoppers and the customers are always on a look out for smart gifting solutions which are useful not only to the newly married couple but to the family at large. This insight was the reason behind the inception of the recently executed wedding themed campaign for Tupperware to promote their smart gifting solution.

     

    To engage the customers and to position the smart gifting solutions of Tupperware as an apt gift for the weddings, DDB MudraMax and Tupperware did an on-ground activation that was implemented at various malls across major cities of India including Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The engagement games were specially designed to grab the audience attention. The customers were involved in games like Tupperware wedding trivia and Tupperware mehendi. The winners of the games were gifted Tupperware hampers.

     

    The activation was widely appreciated and helped the brand to showcase their gifting solutions to the customers thus creating a recall in the audience’s mind through their interactive and fun filled approach.

     

    Chandan Dang, Chief Marketing Officer, Tupperware said, “Tupperware products are beautiful and thoughtful gifts that show the receivers that you truly care for them. The Wedding Gifting on-ground campaign sought to connect with our target consumers and engagingly showcase how our products like the Ultimo range are perfect for gifting as Wedding gifts and a great expression of thoughtfulness and care.”

     

    Alvin D’Souza, Vice President, DDB MudraMax-Experiential quoted, “We at DDB MudraMax-Experiential constantly strive hard to help our clients resolve their brand challenges. The clutter breaking campaigns that we have crafted for Tupperware over the last couple of years bears testimony to our endeavor. The campaign is crafted reaching out to a larger base on ground and which gave the brand an opportunity to interact directly with the customers. I am pleased with the outcome of the recent wedding campaign, which provided substantial traction for the brand and generated significant impact on sales. It’s been an exciting and fulfilling experience working on the brand and we look forward to crafting more such relevant experiences for Tupperware.”

     

  • Shine.com has introduced a new friend for all seasons – a young working professional who happens to be a mouse

    DDB MudraMax-OOH unveils Mr. M for Shine.com’s latest campaign

    By A Correspondent

     

    In their latest 360 degree campaign called ‘Kaam ka Dost’, Shine.com has introduced a new friend for all seasons – a young working professional who happens to be a mouse. The brand has unveiled a television, online and print campaign featuring Mr. M.

     

    The objective was to reinforce Shine.com’s positioning of being ‘Kaam ka Dost’. DDB MudraMax-Outdoor was briefed to reach out to the corporate audience and to create a recall value for the brand. The challenge was to create on ground visibility for Mr. M and engage with the target group – working professionals.

     

    The core idea was to create an impact in the corporate hubs where the target audience, working professionals, can directly interact with the brand. Thus, DDB MudraMax-Outdoor churned out an idea where the notice ability of the character and engagement would be high.

     

    Diptakirti Chaudhuri
    Mandeep Malhotra

    Diptakirti Chaudhuri, Head – Marketing, Digital Business of HT Media said, “The basic idea of creating a huge replica of our mascot Mr. M was exciting but the biggest challenge was to create something that was very close to the original TVC character. After several rounds of iterations, the agency came with a version that we were really happy with. Mr. M being a cool character, we wanted to be in a ‘cool place’ and DDB MudraMax did a great job of identifying the perfect location in Cyberhub. With a great replica and a great location, Mr. M is now the newest selfie spot in town!”

     

    Mandeep Malhotra, President, DDB MudraMax quoted, “The joy of setting new benchmarks is of matter of pride for us at MudraMax. The team was super thrilled to work on the brief with the enthusiasm encouraged by the client team at Shine.com. A larger than life piece of art like Mr. M opens a prospect of not only opportunity to See (OTS) for the brand but also generates an opportunity to be part of various social updates. Also, it generated a great ‘Opportunity to forward’.”

     

  • Ajit Varghese's "unfinished agenda" of being numero uno at Emvies was accomplished by Kartik Sharma & team

    Maxus wins big at Emvies 2014

     

    By A Correspondent

     

    In September 2013, when it was announced that Ajit Varghese was promoted to an Asia-Pacific role at Maxus, we asked him whether there was any unfinished item on the agenda. Knowing how fiercely competitive he is, although always gracious in praise for his competitors, we were digging for an answer he gave us. “May be winning at Emvies is an unfinished agenda,” he said with a smile.

     

    Maxus, given Mr Varghese’s spirited leadership over the years and with Kartik Sharma at the helm ever since he moved to Singapore, has ensured the Maxus flag flies high.

     

    At the 14th edition of the Emvies on Wednesday night, soon after an all-new logo of the Advertising Club was unveiled by recently re-elected President, Pratap Bose, Maxus was the clear winner. Ahead of runner-up by a good 55 points.

     

    But the icing on the cake was that not only was Maxus the Best Media Agency of the Year, it also won the Grand Emvie along with client Tata Global Beverages for the Power of 49 campaign. In fact Tata Global Beverages shared the Best Media Client of the Year with Hindustan Unilever for its seven big wins for the Power of 49!

     

    “We have accomplished a lot over the last seven years,”  Mr Varghese told MxMIndia. Unable to attend the ceremony as he was in Shanghai, the Maxus South Asia Managing Director said: “Emvies was a summit that was left unconquered. Although we came close and gave a tough fight but you know there is less room for No 2 and No 3 in life. We wanted our clients to feel the No 1 status of their work getting showcased as “the best”.

     

    And what’s his sentiment now that the Summit is scaled? “What a feeling to get it all! Agency of the Year, Client of the Year and the Grand Emvies!!!  I truly believe that today every Maxusite who is and has been part of this journey feels he or she is a winner! That’s makes us proud. Cheers to Kartik and team to continue the Maxus Creativity, Passion and Entrepreneurial spirit. A new journey has begun with a bang!”

     

    Among other notables, Samyak Chakrabarty of DDB Mudramax bagged the Gold in Young Emvie of the Year with the Silvers shared by Alka Bhavnani of Mindshare and Vikesh Jain of Maxus.

     

    As for the rest of the story, the tables below tell it all.

     

     

    Photograph: Facebook post by Gaurav Hirey, GroupM Chief Talent Officer South Asia

  • The campaign was executed in top metros across the country

    Clear Channel Mudra creates an innovative OOH for Budweiser

    By A Correspondent

     

    Budweiser, the official partner of the World Cup, executed an innovative Outdoor campaign for the launch of the Golden Amber Lager Beer, with the tagline “Rise As One”. The campaign was executed in top metros across the country.

     

    The objective of the campaign was to increase the visibility of the brand through their partnership with FIFA World Cup, Budweiser is a brand which has always been associated with sports. The look and location of the outdoor needed to bring out the brand’s passion for sports. To achieve this, Clear Channel Mudra put together an innovative OOH by creating real goal posts with Golden Budweiser bottles as the goal posts. A real goal post as an outdoor was an exciting idea as it would create an immediate kick when seen by people. Beer bottle as side bars of goal posts was conceived keeping in mind the brand’s association with FIFA and passion for football.

     

    Commenting on the campaign, Gokul Luwang, Senior Marketing Manager – Integrated Marketing Communications & Premium Brands at Anheuser-Busch InBev, said, “The FIFA World Cupâ„¢ is one of the few ‘must see’ events in the world and reaches an unprecedented number of adult beer drinkers globally. During this year’s FIFA World Cupâ„¢ tournament, Budweiser executed an integrated digital, experiential and social marketing activities under the campaign theme of ‘Rise As One’ aimed at providing fans a rich FIFA World Cupâ„¢ experience and uniting them in to the game they love. There will be multiple pieces of content, including TVC’s and online ads rolling out in support of the ‘Rise As One’ campaign. We leveraged this tremendous opportunity across OOH media by tapping into opportunities available at key entertainment hubs, malls, airport and arterial junctions and taped into innovation formats of execution.”

     

    Commenting on this, Sandeep Mishra, Creative Director, DDB MudraMax, said, “The goal was to create a connect with the audience and brand Budweiser with football as the backdrop, Team came up with this idea to recreate the billboard into life size golden goal post. After spending 43 man hours and putting 219 kilo steel together Gurgaon saw its first goal post in air which lit up to the campaign slogan of ‘Rise as one’. Spreading the joy of football and spirit of One.”

     

  • The DDB Mudra Group, with its 10 agencies and operating units is in a unique position to meet these demands

    DDB Mudra Group announces Group Executive, Creative and Strategic Planning Council

    By A Correspondent

     

    DDB Mudra Group has announced the re-constitution of its Executive Board and the creation of the Group Creative Council and the Strategic Planning Council.

     

    The Group Executive Board, will consist of the following members: Aneil Deepak, Head of Ideas, DDB MudraMax, Anurag Bansal, CFO, DDB Mudra Group, Deepak Nair, COO, 22feet Tribal Worldwide, Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group, Mandeep Malhotra, President, DDB MudraMax – OOH, Retail & Experiential, Rajiv Sabnis, President, DDB Mudra West, Sathyamurthy Namakkal, President, DDB MudraMax – Media, Sonal Dabral, Chairman & CCO, DDB Mudra Group.

     

    Given the new order of business and marketing challenges and increasing conversations and demands from a wide spectrum of clients for more collaborative and integrated solutions, the DDB Mudra Group, with its 10 agencies and operating units (DDB Mudra West, DDB Mudra South & East, DDB Mudra North, DDB MudraMax – OOH, DDB MudraMax – Experiential, DDB MudraMax – Media, TracyLocke, 22feet Tribal Worldwide, RAPP and DDB Remedy) offering a range of specialist solutions,  is perhaps in a unique position to meet these demands.

     

    Madhukar Kamath

    Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group said, “Today we sit at the intersection of humanity, creativity, and technology. It is the age of Influence and it is an exciting time with enormous potential for brands and their future.  With DDB Mudra Group’s legacy, there really isn’t any other company in India that has the capability of delivering influential creative solutions through all marketing touch points. And with the Executive Board we aim to deliver just that.”

     

    The Creative Council will consist of Aneil Deepak, Head of Ideas, DDB MudraMax, Brijesh Jacob, Joint MD, 22feet Tribal Worldwide, Rahul Mathew, Creative Head, DDB Mudra West, Sambit Mohanty, Creative Head, DDB Mudra North, Vipul Thakkar, Creative Head, DDB Mudra South & East.

     

    Sonal Dabral

    Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group, on the creation of the Group Creative Council said, “As we go about living our vision of being the most influential communications company in India, it is of paramount importance that we constantly evaluate and celebrate our creativity, our work. Our Creative Council will help us deliver just that. Creative leaders of the group coming together sharing work and ideas and helping each other become better and stronger every single day. In turn shaping DDB Mudra Group to be the very best.”

     

  • The idea was to showcase the shoe technology in the best possible way and to bring out the Jet Engine working in front of the consumer

    DDB MudraMax unveils new initiative for Reebok Jetfuse Run

    By a correspondent

     

    DDB Mudramax has unveiled a new campaign titled Reebok JetFuse Run. The creative idea was to showcase the shoe technology in the best possible way and to bring out the Jet Engine working in front of the consumer.

     

    The new offering brings soft, light and flexible together into one running shoe. Inspired by a jet engine, an underfoot current is created by moving air technology which provides maximum cushioning. The flexible grooves allow the foot to bend freely adding comfort and movement whilst running, and the upper is designed using lightweight materials to give the shoe added breathability.

     

    The objective of the campaign was to urge people to enter the showrooms and to try the new Reebok Jetfuse Run. This was based on the client’s brief to showcase the shoe technology in a very dynamic way and to incorporate the working of a Jet engine with the shoe in a single frame.

     

    In this campaign, DDB MudraMax used LED screens in all store windows and created a state of the art video which showcased the working of the Jet Engine and combined it with the shoe technology. The campaign has launched across 100+ stores in all major cities in India. To make consumers aware about the new technology media type used is Window, Launch Zone, FW Wall, etc.

     

    The communication highlights the fact that the shoe is very technologically advanced in a very practical environment.

     

    Commenting on the same, Somdeb Basu, Brand Director, Reebok said, “The JetFuse footwear collection is further proof of Reebok’s commitment to create innovative and unique performance shoes for runners. Reebok is encouraging people to step out of their comfort zone when it comes to running and DDB MudraMax team has effectively created visibility and inquisitiveness for the product where people are turning up to check it out.”

     

    Mandeep Malhotra

    Mandeep Malhotra President, DDB MudraMax – OOH Retail & Experiential said, “Reebok has always been a brand I have personally enjoyed working on. The current campaign as always had a need for technology and innovation as part of the integral brief. Love the energy that transpires collectively within mudra and client teams.”

     

  • An agency pitch was undertaken on 30th April 2014, and saw participation from two other leading event management agencies VIZ. GPJ & Team Rustic

    Anchor appoints DDB MudraMax for Dealers Meet in Australia

    By A Correspondent

     

    Anchor Panasonic has appointed DDB MudraMax as its agency to execute its MICE event ‘Dealers Meet’ in Sydney, Australia on 12th June 2014.

     

    An agency pitch was undertaken on 30th April 2014, and saw participation from two other leading event management agencies VIZ. GPJ & Team Rustic. An event brief was shared with the agencies in April 2014 and was given three weeks to present their thematic, creative and execution plan. After several rounds of rigorous evaluation of all the proposals, DDB MudraMax was chosen as the preferred partner by Anchor Panasonic.

     

    Commenting on the same, Lalit Malhotra, DGM, Anchor by Panasonic said, “We are pleased to appoint DDB MudraMax as our partner for the event. The team has been proactively working alongside us right from the conception stage. They bring with them lots of passion and significant expertise and I’m sure the gala night event will be a grand success.”

     

    Mandeep Malhotra

    Mandeep Malhotra, President, DDB MudraMax, OOH, Experiential and Retail, said, “I’m extremely happy to be partnering with Anchor Panasonic and help team in developing the thematic communication, experience, design, logistics and execution. We love creating unique ideas and experiences for our clients and the team at Anchor Panasonic encouraged us to do so. The team comprising of Aneil Deepak, Alvin Dsouza, Arpan Jain, Siddhika Bhandari, DeepakChaturvedi& Amit Dubey are excited to be working on the brand and look forward to a long term relationship with them.”

     

    This will be the second consecutive international event that DDB MudraMax will be planning and executing for Anchor Panasonic & its dealers.

     

  • RED FM has been running a mega election awareness campaign- Dabaa Ke Bajaa!, and the same will continue through the entire duration of elections, to reach out to the masses

    DDB MudraMax installs hoardings with pledge-meters for RED FM

    By A Correspondent

     

    With an aim to encourage people to vote in the general elections 2014, 93. 5 RED FM has associated with the Election Commission of India. The idea is to motivate people to vote in the upcoming elections. RED FM has been supporting the Election Commission of India in urging people, especially the first time voters, to come out on the polling day, and press the button of the voting machines to elect the 16th Lok Sabha.

     

    Under the association, RED FM has been running a mega election awareness campaign- Dabaa Ke Bajaa!, and the same will continue through the entire duration of elections, to reach out to the masses.

     

    For the Outdoor leg of the campaign, Red FM has appointed DDB MudraMax on board to handle their OOH innovation. They have installed huge hoardings with integrated digital LED pledge-meters that reflect the number of people who have pledged to vote. The number keeps changing real-time, and is a cumulative of the number of pledges received on SMS, calls, Facebook application and the tablet application that volunteers are taking to people.

     

    The hoardings, located at busy and important junctions in the city serve as a constant reminder to people to come out and vote. The meter which keeps ticking, denotes the exact number of people who have pledged to go. These hoardings have been taken in five locations including,New Delhi, Mumbai, Ahmedabad, Kolkata and Pune.

     

    Commenting on this innovative marketing initiative, Rajat Uppal, GM- Marketing, 93.5 RED FM said, “Dabaa Ke Bajaa is our attempt at channelizing the energy of people in all parts of India into one simple, and yet difficult act- pressing the button on the voting machine! We have partnered with the Election Commission of India to increase the voter turn-out in the upcoming General Elections. The digital hoarding and the pledge-meter have proved to be highly successful in getting people to pledge to vote, and in reminding them of their responsibility till the D-day. As a brand we have always tried to innovate and this is yet another innovation which stands out amongst the clutter of OOH. DDB MudraMax has executed the project very well. We have also been amplifying the campaign with several on-ground initiatives across the country.”