MxMIndia

Tag: Diwali

  • To provide affordable yet premium offering to the consumers

    Ferrero Rocher rolls out Diwali campaign

    By Our Staff

     

    Ferrero Rocher Moments has rolled out a new campaign #MomentsMakeDiwali to bring in the festive season.

     

    Speaking about the campaign, Zoher Kapuswala, Brand Head- Ferrero Rocher India said: “With the upcoming festive season, we are positive that Ferrero Rocher Moments would be once again our consumers’ gift of choice. This product innovation from the house of Ferrero Rocher is in line with the company’s effort to provide affordable yet premium offering to the consumers. It further expands Ferrero Rocher’s existing portfolio by bringing a unique, enjoyable and light-hearted experience for consumers to celebrate everyday moments. We are certain that during this year’s festivities, we will win the hearts of our consumers and make them smile and  experience joy and happiness via moments that last.”

     

  • The message: ‘Nothing is more important than good health’

    Kurl-on wants us to invest in sound sleep

    By A Correspondent

     

    Premium mattresses-maker Kurl-on chose to explore a different route to promote itself this Diwali: ‘Nothing is more important than good health’.

     

    Said Prashant Deshpande, Head, Brand Communications, on a film that was released by Water Communications: “It’s a very different film and one that brings out the brand message so loud and clear. It perfectly aligns itself to the festive season and all that Diwali stands for – an opportunity to make a useful investment… in health! That goes very well with our brand promise of sound sleep which is the very basis of good health!”

     

    Added Vandana Sethhi, Founder, Water Communications “During Diwali we tend to look at new purchases through a very narrow perspective – it’s always about gadgets and devices that may add status but not real human value. So, we leveraged this insight to drive home our point that, especially in these difficult times, the best investment you can make at Diwali, is in your health – represented here by a comfortable mattress that ensures sound sleep night after night.”

     

    Water Communications was recently appointed by Kurl-On as its creative and communications agency. It’s a relationship that has hit the ground running with consistent work across the social media landscape, with strategic mainline as well.

     

     

  • The digital film series will be promoted on key social media platforms

    Parle Products launches #DiwaliAurParle campaign

    By A Correspondent

     

    Parle Products, the biscuits and confectionery maker, has rolled digital films on the launch of #DiwaliAurParle a festive campaign. This campaign talks about how family is an integral part of celebrating Diwali – no matter how far away they are, with their tagline: “Kyunki Diwali family ke saath poori hoti hain.”

     

    Commenting on the campaign, Krishnarao S Buddha, Senior Category Head, Parle Products, said: “In these times where physical engagement is not possible, most people won’t be able to celebrate this festival with their families and as a brand we understand   this sentiment. Whilst the celebrations may be different this year, the underlying human emotion will remain the same. With these films, we have tried to capture the small moments which families spend together but are one of the key moments of the spirit of Diwali. Parle Products is seamlessly weaved into these moments and is a part of our consumers’ day-to-day life which inspires us to showcase our belief and helps us to keep their journey.

     

     

  • Our offices are closed on Monday, November 16, on account of Bhai Dooj/Bhau Beej so there will be no scheduled update or newsletter edition.

    Diwali Chhutti on Monday, Nov 16. See you Tue, 17/11

    By A Correspondent

     

    We wish you a very Happy Diwali. May you have a Delightful and Safe Festive Season.

     

    Our offices are closed on Monday, November 16, on account of Bhai Dooj/Bhau Beej so there will be no scheduled update or newsletter edition.

     

    We will be back on Tuesday, November 17. See you then.

  • Conceptualised by Wunderman Thompson, the film embraces our young ones for their aptitude, advance thinking and courageous nature

    Goodknight’s new TVC campaign on C-Day

    By A Correspondent

     

    Godrej Consumer Products’ Goodknight has unveiled a new TVC to commemorate Children’s Day. Conceptualised by Wunderman Thompson, the film embraces our young ones for their aptitude, advance thinking and courageous nature.

     

    Sharing his thoughts on the new film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “The TVC campaign highlights that today’s children are the protectors of tomorrow. They are courageous, smart and technology adopters. We are also drawing a parallel with Goodknight Gold Flash as it resembles these qualities. Goodknight Gold Flash is India’s most powerful liquid vapouriser, offering an advanced level of protection.  The product comes with normal and flash mode, backed by a unique chip-based technology which switches between these modes automatically. The flash vapours and an improved machine ensure the elimination of mosquitoes from all hidden corners.”

     

    Added Steve Priya, VPs & Executive Creative Directors, Wunderman Thompson: “A fearless new generation is our vision for the future. In the now, children are displaying an amazing maturity, awareness and depth. What’s surprising is that they don’t see themselves as someone to be protected. In many instances, they watch out for and take care of their parents, elders or siblings. It’s this protective instinct and spirit that we’re celebrating this Children’s Day that also happens to be on the same day as Diwali.

     

     

  • The company will be offering free career counseling opportunities to students and professionals enabling them to make better, informed career decisions

    Great Learning launches Diwali campaign #NewBeginning for learners

    By A Correspondent

     

    Edtech firm Great Learning has launched a new social media campaign titled #NewBeginning. As a part of this Diwali campaign, the company will be offering free career counseling opportunities to students and professionals enabling them to make better, informed career decisions.

     

    Speaking about the campaign, Aparna Mahesh, Chief Marketing Officer, Great Learning said: “People often have doubts about their career choices and decisions at various stages of their journey. Today, Covid has made people across industries want to understand much more about future proof career options. Through this initiative, we are making efforts to assist people in making the right choices for the new normal world that can help in accelerating their career growth. Through the knowledge and industry experience of our key counselors if we would be able to power individuals by providing them the right direction, we would be contributing in a small way to their new beginnings.”

     

     

  • In the backdrop of the Covid-19 pandemic, the campaign seeks support to keep elders first, a priority and is focused on bringing cheer in their lives

    Emoha Elder Care launches #EldersFirstDiwali campaign

    By A Correspondent

     

    Emoha Elder Care has launched its unique #EldersFirstDiwali campaign. The campaign urges people to keep elders as first priority and seeks their support to make this Diwali special.

     

    Commenting on the commencement of the campaign, Saumyajit Roy, Founder, Emoha Elder Care said: “It is important to view this campaign through a much larger prism of the inherent challenges that elders in India face today. Most elders find themselves extremely vulnerable in current situation and are anxious about the thought of being held up in their homes. Therefore, there is an urgent need to create an elder focused support system that not only gives positive energy but also brings the much needed smile,” adding: “With this campaign, we are asking everyone to go and help an elder in their vicinity – it could involve helping them buy or putting up lights, do a household chore or even make a Rangoli for them or do anything else to bring a smile on their faces. It stems from a simple thought, we are just asking neighbours, friends and families to put elders at the forefront of the festivities around Diwali and bring the much needed cheer in their lives.”

     

     

  • The next annual appraisal will happen in March 2021

    Covid-led downturn notwithstanding, TV9 announces increments wef April 2020

    By A Correspondent

     

    The TV9 network has announced an increment with retrospective effect from April 2020.

     

    Barun Das

    Announcing this to the team, CEO Barun Das said: “Covid-19 has taken unprecedented toll on both human lives and the global economy. Media hasn’t been immune to the ravages of the pandemic, with even the biggest media companies cutting salaries and laying off employees. I am proud to say that at TV9 network we never allowed that to happen, despite the pressures,” adding: “We are announcing flat percentage increase , based on salary slabs,  because we didn’t believe it was prudent to differentiate, given that all of us have worked as one…”

     

    The arrears will be released before Diwali – which is this week, Das informed, and said that the next annual appraisal will happen in March 2021.

     

     

  • Encourages viewers to celebrate a silent and safe Diwali with their loved ones

    Tata Motors rolls out ‘Silent Diwali’ film for customers

    By A Correspondent

     

    Tata Motors has rolled out the ‘Silent Diwali Film’, encouraging viewers to celebrate a silent, safe and pollution-free Diwali with their loved ones.

     

    Notes a communique: “The video begins with a young girl giggling at the excitement of being able to light a fire cracker. On the contrary, the second scene cuts to the chakras of nature spinning while pots of flowers are exploding into thin air, emphasizing on the fact that nature suffers the consequences when human actions such as bursting fire crackers pollute the environment around us. Amidst all the noise showcased in the video, the final scene shows footage of the India’s best-selling electric car, the Nexon EV, as it drives quietly with only a ‘soft hum’ without contributing to any noise to its surroundings. An important point to note in this video is that the sound of the bursting crackers is replaced by the sounds of nature.”

     

     

  • Okay, there are days when we aren’t able to serve the smartest question. Today is one such day. But while the question may be silly, the answer isn’t. Here’s Dr Bhaskar Das in the November 6, 2020 edition of the Das ka Dum series. Read on…

    Das ka Dum with Dr Bhaskar Das | You are known for your thoughtprovoking messages… What would be your Diwali greeting to someone?

    Bhaskar DasOkay, there are days when we aren’t able to serve the smartest question. Today is one such day. But while the question may be silly, the answer isn’t. Here’s Dr Bhaskar Das in the November 6, 2020 edition of the Das ka Dum series. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. You are known for your thoughtprovoking messages to people. The answers that you give here are testimony to that. What would be your Diwali greeting to someone?

     

    A. Let this Diwali be a festival of new beginnings and be a precursor of triumph of good over evil, and light over darkness. So in that sense, it can’t be a wish for few days. It must be the mantra for daily practice. (I introspected about the logic of this question. Who am I to give a message on Diwali?! So ignore it. This is what I try to practise with all its imperfections. So readers can dump it as per their wish).

     

     

  • Leverages Artificial Intelligence to create a hyper-personalised ad

    Mondelez urges goodness this Diwali

    By A Correspondent

     

    With an aim to turn this Diwali into the sweetest celebration of all times, Mondelez India, has launched its Iss Diwali Aap #KiseKhushKarenge? campaign.

     

    Commenting on the efforts, Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said: “Throughout festivities, exchanging gifts and sweets holds a significant emotional value and embarks the beginning of a new era, and it makes us extremely proud about the fact that we humbly found a place in this small, yet important tradition. Moreover, this year, than any other warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Cadbury Celebrations campaign infuses this thought at the back of evoking generosity. Banking on the proposition of Iss Diwali Aap #KiseKhushKarenge, we are putting our best foot forward to inspire people to do whats right this time by acknowledging people who helped us in difficult times. Whether it is weaving in Mithaas into special occasions or adding a shimmer of cheerfulness to the joyous festivities, our much-loved snacking products have become an intrinsic part of every celebration and therefore, this year we’re furthering this effort by expanding our eCommerce premium portfolio to provide more choice to our consumers, along with many exciting initiatives across our brands, beyond just chocolates.”

     

     

  • Bhuvi Gupta picks things that have caught her eye in the last fortnight

    Bhuvi Gupta: On Fesive sales, Micromax & Hooked by Nir Eyal

    Bhuvi GuptaBy Bhuvi Gupta

     

    Today’s column is a bit different from my usual deep dive into a single topic, with some thoughts from my notepad about things that have caught my eye in the last fortnight.

     

    2020 has been strange, to say the least, and I, like most, have been awaiting the festival season to celebrate and feel some joy. A sentiment shared by the corporate sector, which depends on this quarter for their profits, but this year, it’s depending on it for minimising losses. The initial reports are showing signs of recovery and buoying positive sentiment. According to data from Redseer Consulting, the first week of festive sales conducted in the last fortnight has seen an increase of 51% in Gross Merchandise Value  (from $2.7 billion in 2019 to $4.1 billion). While this is partly also fuelled by offline consumption moving online, the economy is heaving a sigh of relief.

     

    Micromax’s Comeback

    You might have seen Micromax’s relaunch campaign helmed by the CEO, Rahul Sharma.  With more than half a million people yet to go online in India, combined with the high replacement rates for smartphone for people, the smartphone categpry is and will be on fire for the coming decade at least. Every year the festive e-commerce sales also depend on smartphone sales with the category contributing upwards of 40% to the GMV. Coming back to Micromax, India’s Number 1 homegrown smartphone brand, in the relaunch video (link – https://www.youtube.com/watch?v=aRo69b1wTNg), Rahul Sharma plays all the cards which are sure to strike a chord in the average Indian’s heart – he talks about being a middle class boy who took a loan of 3 lakh from his father to launch Micromax, but with the onslaught of Chinese smartphone makers stumbled, and lost his way, vision and subsequently market share. He touches on the ‘Make in India’ call to rouse audiences to buy the new series aptly titled ‘In’

     

    The problem of course is that the story, while compelling omits certain points Micromax built its market share on the back of great marketing.  It took China-manufactured phones and branded them as Micromax devices. As a result, because of a lack of R&D, the after-sales service and support was negligible – a weak point which all the China mobile behemoths took full advantage of to wipe out market share (and rightly so, after-sales service is crucial for an essential device like a phone). He also forgets to mention his marriage to Bollywood/ Kollywood/ Tollywood star Asin, which makes his description of the middle-class boy-next-door a little hard to stomach, as these descriptors no longer hold true.

     

    While the majority of the market is oblivious to these facts, and these points will work, I am sure it will give competition to the Chinese behemoths which control the smartphone market for a large part today.

     

    Hooked by Nir Eyal

    The advent of the internet has brought with it great changes in marketing in the last decade. A key differential of the digital evolution as compared to the TV evolution is how understanding consumer behaviour has become easier. This in turn has lead to building products, which fit target audiences better. The concept is beautifully explained in my latest read, ‘Hooked’ by Nir Eyal.

     

    Eyal has explained the consumption process through a four step model – a internal trigger like a frisson of anxiety or external trigger such as an ad, which leads us to the action of logging into social media like Facebook or Twitter, which through previous interaction, we know will reward us by showing us our posts which has been liked, or content which is of interest to us, thereby assuaging our anxiety.

     

    Such feedback loops help in establishing habits, which make these products so addictive. The fourth quadrant which focuses on ‘Investment’ explains why such habits are so hard to break – users invest time and build a community of friends and followers which feeds these feedback loops and creates stickiness to the platform.

     

    While the book focuses on digital products like Facebook, the concepts can be applied to other industries and products. All in all a great read on understanding consumer behaviour and psychology.

     

    That’s all from me today. Do share if you have read ‘Hooked’ or whether I have inspired you to pick up a copy.

     

    Bhuvi Gupta is a marketer with over 10 years across industries, of which the last six have been in Media & Entertainment. She has been a part of many launch marketing campaigns – specifically at the Times of India group, Republic TV and the latest in marketing a Bollywood film. She will write on A&M (mostly marketing, but often on advertising too) every other Tuesday. Her views here are personal. She tweets at @bhuvigupta3