MxMIndia

Tag: Dilen Gandhi

  • Focuses on women who push their boundaries to achieve their dreams

    McCann films new campaign for Moov

    By Our Staff

     

    Moov, tpain relief creahe m brand, launched its new campaign- ‘Zindagi Ke Beech Dard Na Aaye.’ The two films for the two brand variants – Moov and Moov Strong aim to inspire women across ages to pursue their dreams and aspirations where body pain will not be a deterrent in any way.

     

    Said Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt: “Since its launch, Moov ads have been focused on women who would stop at nothing, no matter what challenges or pain they encounter in their path to reach and fulfil their ambitions. This campaign yet again is a celebration of women and families who stand by each other and come back ‘Strong’er despite any hurdles that they may face. While our products can be effectively used by any individual experiencing pain, our ads in a small way pay a tribute to all those women who constantly do that extra bit to make their own dreams and the dreams of their loved ones come true.”

     

    Added Kapil Batra, Creative Head, Delhi, McCann Worldgroup: “Moov has always believed that pain should never come in the way of our pursuits. Continuing with this thought, our new campaign is an ode to today’s woman, who would like to chase goals come what may. The two stories capture this and shows how Moov enables our women protagonists to live their life just the way they want to, i.e. being unstoppable.”

     

  • Brand unveils a new campaign encouraging consumers to transform everyday moments with a touch of fun and ‘masala’

    Kurkure campaign for masala moments

    By A Correspondent

     

    Snack brand Kurkure has unveiled a new campaign, along with brand ambassador and actor Akshay Kumar. The new campaign ‘Ab Laga Masala’ is based on the insight that there is a sense of monotony has set-in in people’s lives – with everyday activities seeming dull and boring.

     

    Said Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India: “Through our latest campaign, we aim to inspire our fans and consumers across India to break the monotony and humdrum of life by adding a touch of ‘masala’. Through this campaign, we want to showcase how consumers can infuse fun and humour into their routines with Kurkure, making everyday moments ‘memorable’ and not ‘mundane’.”

     

    Speaking about the campaign, Senthil Kumar, Chief Creative Officer, Wunderman Thompson, India said, “Kurkure has always been an integral part of the Indian family. Whether it’s celebrating each other’s quirks together or saving each other from boredom.  The team came up with this interesting idea to use Kurkure as a device that unlocks full family entertainment. Extremely relevant in these times when we tend to get bored so easily. Akshay’s superb comic timing and the use of Kurkure as the remote makes the ad memorable and fun to watch.”

     

     

  • The TVCs feature Kurkure’s brand ambassador Akshay Kumar and Lay’s brand ambassador Ranbir Kapoor were launched promoting the initiative

    Kurkure & Lay’s kick off festive season campaign with AK & RK

    By A Correspondent

     

    Ahead of the upcoming festive season, Kurkure, has launched two campaigns. The campaigns promote an initiative with Airtel offering a special digital experience for all its prepaid customers. The TVCs feature Kurkure’s brand ambassador Akshay Kumar and Lay’s brand ambassador Ranbir Kapoor were launched promoting the initiative.

     

    Said Shashwat Sharma, Chief Marketing Officer, Bharti Airtel said: “At Airtel, we are obsessed about offering our customers the best network experience. We are thrilled to partner with PepsiCo India to help all their customers experience our award winning 4G data services. This also gives us the opportunity to reward our loyal customers with complimentary data and unlock a world of digital experiences on Airtel Thanks when they buy their favourite packet of snack.”

     

    Added Ritu Nakra, WPP Lead – PepsiCo Foods, India: “In the last few months we have truly understood the value of connecting with our friends and family. Keeping this in mind, the creative team at Wunderman Thompson developed the campaign idea for Lay’s which depicts that the answer to all your questions lies inside a Lay’s pack. Similarly, for Kurkure, the creative thought stemmed from the fact that everyone in the family is having chatpata fun in the kitchen with recipes. The integrated campaign developed by the WPP team at MS, VML and WT, brings this idea alive on this special initiative.”

     

    Said Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India: “The ‘new normal’ has catapulted everyone into a more digital world than ever before. At PepsiCo India, as part of our digital first approach, we follow evolving digital trends and develop matching strategies. Our insights showed us that consumers are enjoying our products and seeking convenience while working and watching content at home. The special initiative with Airtel is therefore is perfect fit that will further compliment in-home experience of consumers. With festive season kicking in, the initiative, truly emphasize the importance of staying connected with friends and family.”

     

    The integrated campaign was developed by the WPP team at Mindshare, VML and Wunderman Thompson.

     

     

  • The campaign witnessd participation from leading brands such as Fevikwik and Policybazaar and over 1000 influencers

    VMLY&R launches Doritos campaign

    By A Correspondent

     

     

    https://www.instagram.com/p/CEbEjNInkj_/

     

    Establishing itself as the ‘Fuel for Disruption’, Doritos has launched its latest digital campaign #BlameItOnCrunch. With this campaign, the brand has created a series asking people to capture moments of disruption that they see around themselves everyday and #BlameItOnCrunch of Doritos.

     

    Speaking on the campaign, Dilen Gandhi, Senior Director and Category Head- Foods, PepsiCo India said: “#BlameItOnCrunch is a simple idea that reflects the product proposition of Doritos in the brand’s own style and humour. The intense flavour and tooth-rattling crunch resonated seamlessly with the Doritians who shared their moments of disruption caused by the power of a Doritos crunch. Consumers have appreciated the campaign as more than 95% influencers have posted organically showcasing various creative renditions and having fun while doing so.”

     

    Added Amandeep Singh, Business Director, VMLY&R, shedding light on the sheer simplicity yet boldness of the campaign:  “VMLY&R is a huge believer in the KISS principle- Keep it simple & silly. We wanted to establish the BOLD tonality that Doritos carries internationally with its crunch in the Indian market as well, so our creatives took the simplest route possible- every distortion you see around yourself is the crunch effect, so simply #BlameItOnCrunch”.

     

     

  • Flipkart, Dunzo, Whisper, Cadbury, Vistara and others respond to the Lay’s Heartwork initiative in a fun, never-seen-before engagement

    Lay’s joins hands with top brands to thank unsung heroes

    By A Correspondent

     

    Leading potato chip brand Lay’s has launched a campaign to express gratitude towards the unsung heroes of India who have brought joy to millions even in these challenging times. Titled #HEARTWORK, the brand got partners across industry like Flipkart, Zomato, Dunzo, Swiggy and Whisper to join it in paying tribute.

     

    Expressing his thoughts, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India said: “At the beginning of this month, we launched a campaign – #Heartwork to thank farmers, truck drivers, retailers, and many more unsung heroes who have brought joy to millions. Maintaining the chain of gratitude, we reached out to leading companies and brands such as Flipkart, Tide, Vistara, Kia and Cadbury and many more, with a customised virtual pack to express our gratitude for their #Heartwork. At the time when consumers couldn’t step out, the unsung heroes played an essential role in providing products & services every day across the country. Their tireless hard work is indeed Heartwork. We hope this will inspire many more brands join this journey and appreciate these unseen heroes.”

     

     

  • The show is co-created with OTT platform Hotstar

    Quaker India announces Season 3 with Vikas Khanna

    By A Correspondent

     

    Quaker India has announced the third season of its web-series show, ‘Kitchen, Khanna & Konversations’. The new season sees Michelin star chef and face of Quaker Oats, Vikas Khanna presenting breakfast recipes with celebrities Shraddha Kapoor, Shikhar Dhawan and Pearle Maaney. Maaney is a Malayalam actor and television presenter, Kapoor is a Bollywood actor and Dhawan a cricketer with the Indian men’s cricket team.

     

    Talking about the web-series, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India, said: “We are delighted to bring yet another season of Kitchen, Khanna & Konversations. Our young target audience has consistently played back that they’re looking at ways of incorporating oats in their daily routine. Kitchen, Khanna & Konversations! aims to combine the boundless talents of Chef Vikas Khanna, the goodness of oats with some of the biggest youth icons to help deliver this message for our target audience. The very fact that we are now in our third season speaks volumes about the efficacy of the programme.”

     

     

  • Film to be promoted through 360 integrated marketing campaign

    Pepsico pushes Kurkure connect with Akshay Kumar yet again

    By A Correspondent

     

    Just the other day we carried this story about Akshay Kumar being appointed brand ambassador of Kurkure. And now comes this news that there is a new TVC that has been unveiled. We don’t know why a reputed transnational like Pepsico India has to push its PR agency to extract media mileage in this way, but be that as may: we will record the announcement but not without this note of protest.

     

    The announcment: Kurkure’s two new flavours – Gazab Golmaal and Herapheri Hungama – through a TVC featuring brand ambassador and actor Akshay Kumar. Guess it’s essentially targeted at the Hindi-speaking belt, because one can’t expect someone in Tamil Nadu to figure what Gazab and Herapheri mean. But then this is Pepsi, and who are we to be complaining.

     

    Expressing his thoughts on the new launch and the campaign, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India, said: “Kurkure has always aimed at becoming a key part of the lives of its consumers not only through its memorable and quirky storytelling, but also through its extensive portfolio of unique offerings. We are thrilled to launch Gazab Golmaal and Herapheri Hungama with an element of mystery to tease the taste buds of our consumers. It will be very exciting to see how these exciting new flavours leave them guessing the ingredients, while wanting for more.” Mr Gandhi, we hope you take note of our anguish on you sending multiple releases at such short notice.

     

     

  • Akshay Kumar to bring his quirky magic to the world of Kurkure

    Kurkure signs Akshay Kumar as brand ambassador

    By A Correspondent

     

    https://www.instagram.com/p/B8kv0mthAXs/?utm_source=ig_web_button_share_sheet

    Kurkure has unveiled actor Akshay Kumar as its new brand ambassador. He will be seen donning a number of avatars as part of the new campaign that the brand has in the pipeline to celebrate the association.

     

    Speaking on the association, Dilen Gandhi, Sr Director and Category Head – Foods, PepsiCo India, said: “For over two decades, both Akshay and Kukure have entertained families across India and brought people together in an endearing as well as fun manner. We believe that Akshay Kumar personifies the brand tenets of Kurkure as both of them complement each other. By combining Kurkure’s chatpatapan with Akshay’s multi-faceted personality, we are confident to create a blockbuster association that will not only create non-stop humour but also deepen our engagement with the consumers.”

     

     

  • The campaign brings Alia Bhatt and Ranbir Kapoor to the screen together

    Lay’s unveils #SmileDekeDekho ad campaign

    By A Correspondent

     

    Lay’s has launched its latest series of TVCs for the ‘Smile Deke Dekho’ campaign featuring actors Ranbir Kapoor and Alia Bhatt. The TVCs capture how smile is a universal language and sharing a pack of Lay’S chips with a smile can help build connections effortlessly.

     

    Said Dilen Gandhi, Senior Director, Marketing – Foods Category, PepsiCo India: “Lay’s Smile Deke Dekho is based on a simple premise that just like a smile, a pack of Lay’s can build connections between people. And when you combine a smile and Lay’s the results are magical. To tell these stories we have brought together two of India’s best actors – Alia and Ranbir – for the first time on screen together for a series of stories told by one of India’s foremost filmmakers – Dibakar Banerjee. These stories are just the latest chapter in the brand’s two-decade history of building connections. And judging by the response we are getting on social media, one of our best yet.”

     

    Added Senthil Kumar, Chief Creative Officer, Wunderman Thompson, India: “In this emoticon crazy world, we wanted to give actual emoting a chance. Our device – the most beautiful emotion ever – a smile. We asked the country to try sharing theirs and that resulted in #SmileDekeDekho. The journey started with packaging design – giving each flavor the smile that went best with it. Then we went live with spots featuring Bollywood heartthrobs Alia Bhatt and Ranbir Kapoor – casting them in TVCs as strangers, acquaintances and as a couple – where they taught the country how to use the packs. Slotted for right after – we’re going live on mobile screens across the country – giving those hooked to it, reason enough to look up, and share a smile with the lovely people around them. Just how? You’ll know when it happens, keep watching the series of TVCs on the campaign.”

     

  • Cricketer Yuvraj Singh is seen shaking a leg, in this own style, on social media

    Lay’s introduces its ‘Wavez4India’ challenge on TikTok

    By A Correspondent

     

    Lay’s has introduced a ‘Wavez4India’ challenge on TikTok, which was brought to life by cricketer Yuvraj Singh. Singh is seen shaking a leg on social media urging his fans to join in the fun while creating a ‘Wavez4India’ step.

     

    Said Dilen Gandhi, Sr Director – Marketing, Foods Category, PepsiCo India: “Lay’s has always captured the pulse of the youth and resonated with the trends of the season. Lay’s Wavez is our latest offering which intends to create playful moments with friends with its unique shape and appetising flavour. The idea behind associating with TikTok for ‘Wavez4India’ challenge is to give the Indian youth an opportunity to participate in innovative experiences and simultaneously have fun while they enjoy their favourite snack. It’s wonderful to have celebrities like Yuvraj Singh and Shakti Mohan participate in this challenge and we are confident that their followers will have as much fun executing the challenge, as we had conceptualising it.”

     

     

  • To be supported by an extensive social media campaign

    Quaker Oats launches new film with Chef Vikas Khanna

    By A Correspondent

     

    Quaker has unveiled a new film under its ‘Fuel for the Real Fit’ campaign. The film applauds the varied roles in the life of women and showcases how the product provides them with the right fuel to keep them going.

     

    Speaking about the campaign, Dilen Gandhi, Senior Director Marketing, Foods Category, PepsiCo India said: “We often come across individuals, who inspire us to go beyond the ordinary by challenging themselves at every step. It’s their determination and resilience that keeps us going through our journey of donning multiple hats sometimes as a doting mother, a multitasker and more. Our new film is an ode to the spirit of such ordinary individuals, who strive to succeed in their ordinary lives – making their lives more meaningful and inspiring the larger audience out there. We are confident that the consumers will connect and relate to the campaign that holds a message for all.” 

     

    Throwing light on the creative aspect of the campaign, Varun Channa, Senior VP and Managing partner, Wunderman Thompson added: “We extended the campaign with a new story, but this time we looked at things with a new perspective and a wider lens, and what came out was the story of a woman – a role like no other, or perhaps a thousand brought together as one. The odd working hours, the balancing of work and family, juggling every role in between and still managing to get up and do it again the next day personifies not only the Real Fit, but also gives a fresh perspective to how we imagine Real Fitness to be. The film is fast-paced, gritty and fearless, and culminates beautifully with a warm touch, which has always been the philosophy of Real Fitness.”

     

     

  • Angoori, Guddan and six other leading protagonists of popular shows surprise viewers with their ‘Chatpatey khayaal’

    Kurkure partners Zee channels for in-show integration

    By A Correspondent

     

    Kurkure will be seen as part of shows on channels from Zee Entertainment Enterprises Limited (ZEEL) including Zee TV, &TV, Sarthak and Big Ganga. The protagonists of eight shows will be seen delivering a thought-provoking script; enabling their families to take a step towards embracing forward-thinking through fun and intelligent humor.

     

    Expressing his thoughts, Dilen Gandhi, Sr Director, Marketing – Foods category, PepsiCo India, said: “Kurkure is an ally to the Indian homemakers, who are the center force behind every positive transformation in the household. With the unique integration with Zee TV plays, we hope to continue encouraging our consumers to take unconventional routes to help their families embrace progressive thinking, while at the back of being anchored to rich Indian values. Aided by a mood uplift through Kurkure’s crunch and chatpata taste, each of the protagonists will be seen delivering a thought provoking and entertaining storyline, and we hope that Indian homemakers enjoy this Chatpata twist.”

     

    Added Ashish Sehgal, Chief Growth Officer, Zee Network commented on the association: “ZEEL shares great thought synergies with PepsiCo India, who has been a cherished client over the years. Our brand philosophies intersect beautifully when it comes to igniting a spark amongst the Indian masses to achieve the extraordinary. Through this collaboration we are happy to amplify this message Khayal to Chatpata hai across channels through the medium of our network influencers and ensure that it reaches the largest denominator in the form of engaging television content.”

     

    Sharing her thoughts on the in-show integration, Prathyusha Agarwal, CMO, ZEEL said: “Our protagonists, be it Zee TV’s Guddan or &TV’s Angoori Bhabhi, are the Indian viewers’ most sought-after dinner table companions who they not only connect closely with but also draw inspiration from. While our flagship channel, Zee TV with its brand ethos of Aaj Likhenge Kal, has stood for inspiring viewers to take charge of their destiny and work proactively in the present to build an extraordinary future. Our collaboration with Kurkure is a mark of our continued commitment to inspire our viewers every day to be their extraordinary selves. The protagonists, through evocative scripts will bring alive the synthesis of our brand philosophy with Kurkure’s new campaign ‘Khayaal Toh Chatpata Hai’. The collaboration will have our viewers look through the lens of celebrating Indian homemakers in a new light; a message relevant for viewers across gender, age and community.”