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Tag: FoxyMoron

  • The potential transaction (estimated at Rs 180 crore) is part of GroupM's strategy to establish an even stronger footprint in the country, where it already has a dominant presence

    GroupM eyes digital startup Foxymoron

    By Biswarup Gooptu

     

    Global media buying and planning firm GroupM is in advanced talks to acquire Mumbai-based digital media and marketing startup Foxymoron for about Rs 180 crore ($30 million), as it seeks to establish a more dominant India position. The all-cash transaction is at an advanced stage of due diligence, with GroupM, which is a wholly-owned unit of WPP, the world’s largest advertising firm, looking to close the deal over the next few weeks, according to people with direct knowledge of the development.

     

    If successful, this will be the latest buyout transaction in the nascent but fast-growing Indian digital, social media and marketing sector. In January, it was reported that global media giant JWT was also scouting for potential acquisitions. Founded in 2008 by Pratik Gupta, Paritosh Ajmera, Suveer Bajaj and Harshil Karia, Foxymoron has emerged as one of India’s leading digital media and marketing agencies, and counts companies such as L’Oreal, Marico and Castrol among its roster of clients.

     

    The startup provides a range of services across the board, including end-to-end digital services, besides design, development and social media services. The potential transaction is part of GroupM’s strategy to establish an even stronger footprint in the country, where it already has a dominant presence.

     

    In 2014, it was reported that WPP, its parent company, has targeted growth from digital and the world’s faster growing markets to as much 45% of total revenue within the next five years. It is yet not clear whether Foxymoron will continue to operate under its own brand name post the acquisition, or whether its employee strength, estimated at about 150, will be completely absorbed by GroupM.

     

    Emails sent to Foxymoron representatives and CVL Srinivas, GroupM South Asia chief executive, did not elicit responses at the time of going to press. India’s online advertising market is poised to exceed Rs 3,500 crore in revenue in 2015, according to a report jointly published by the Internet and Mobile Association of India (IAMAI) and IMRB International, which also states that spends on video ads will grow at a compounded annual rate of 56%, while contributing 12% to the overall market share of digital advertisements.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd.

    All Rights Reserved, Licensed to republish

     

  • Online and offline activity introduced fans to the new, improved formula

    Garnier’s ‘blind use test’ woos consumers across India

    By A Correspondent

     

    With a keen understanding of the needs of Indian women when it comes to hair, Garnier Fructis recently engaged in another initiative by reaching out to college students, women from housing societies and bloggers in a unique manner by getting them to experience the new Garnier Fructis Long & Strong shampoo and conditioner through a ‘blind use test’ campaign.

     

    The on-ground and online activation of the campaign was conducted in various cities across the country including Pune, Patna, Guwahati, Ludhiana, Lucknow, Jaipur, Coimbatore and Vijayawada.

     

    Conceptualized and executed by digital marketing agency FoxyMoron, the online campaign kicked off with over 50 top beauty and lifestyle bloggers across India experiencing and reviewing the new Garnier Fructis Long & Strong shampoo and conditioner. Bloggers received a package of the ‘Love Long Hair’ shampoo and conditioner and used it for a period of two weeks. Upon revealing the name of the brand within two weeks across Facebook, Twitter and YouTube, their reactions were captured on video.

     

    Commenting on this activity, Rupika Raman, General Manager, Garnier said, “We were very excited to undertake this consumer outreach activity as our aim is to educate consumers about the Garnier Fructis’ new and improved formula and also to capture real experiences and feedback of consumers. Our formula has changed and it is important for us to reach out to consumers and get them to try the product and see and feel the difference themselves. After the activation, it is wonderful to see such an overwhelming response from our consumers, which also means that new generation Garnier Fructis has met its consumer expectations.”

     

    Harshil Karia, Co-founder & Digital Strategist, FoxyMoron commented, “Quality perception is highly related to a consumer’s purchasing behavior. Hence, the ‘Love Long Hair’ campaign aimed to generate trials for the new, improved Garnier Fructis shampoo and conditioner and simultaneously, also develop loyalists through advocates of the brand who influence consumer preferences.  The biggest learning for us has been the importance of developing a deeper and strategic connection with influencers on the digital platform.”

     

     

  • Leading digital marketing, ideas and media solutions agency FoxyMoron has extended its service offerings by launching its own PR vertical

    FoxyMoron unveils in-house PR vertical

    By A Correspondent

     

    Leading independent digital marketing, ideas and media solutions agency FoxyMoron has extended its service offerings by launching its own PR vertical. With an objective to provide integrated media and marketing solutions for brands, FoxyMoron will also offer PR solutions along with other service offerings including social media marketing, web design and development, search engine optimization, media buying and planning and audio visual content creation to name a few.

     

    Suveer Bajaj, Co-founder, FoxyMoron and the Account Director of the Public Relations division said, “Over the last six years, FoxyMoron has conceptualized some unique communication strategies. It was only a matter of time that we integrated all our service offerings to provide brands with an additional opportunity to communicate through the same platform using different mediums.”

     

    According to an official release issued by the agency, the new PR vertical will provide 360-degree integrated service solutions that includes both online and offline PR. The vertical has been in the set-up phase over the last few months and is now running as fully functional unit.

     

    The division is currently catering to clients like Stratum Consulting, a business HR advisory firm and a national level entrepreneurship challenge called ‘Power to Empower 2013’ by the National Skills Development Corporation and India @75 and managed by innovation accelerator, Ennovent to name a few.

     

  • Digital media firm FoxyMoron has been engaged to launch Maybelline New York's Color Show across platforms like Facebook, Twitter and Instagram

    FoxyMoron adds colour to Maybelline’s digital campaign

    By A Correspondent

     

    Digital media firm FoxyMoron has been engaged to launch Maybelline New York’s Color Show across platforms like Facebook, Twitter and Instagram. From edgy metallic to stunning pop shades, consumers can pick from funky colors like Downtown Red, Midnight Taupe, Mint Mojito, Lavender Lies to Pink Voltage to make a fashionable nail statement this season with Color Show.

     

    Fans will get an opportunity to experiment with Nail Art combinations and Maybelline will educate them about how they can get the ‘complete look’ – right from shoes, accessories to match with their preferred shade. The campaign will also include ‘Do It Yourself’ nail art videos for the latest nail art trends. An exciting facet to the ‘Color Show’ is the introduction of an application that will get fans to try all the 40 shades with varied nail art patterns!

     

    Commenting on the new campaign, Mr. Satyaki Ghosh, Director of L’Oréal Consumer Products Division said, ‘Maybelline is an innovative brand that loves its consumers and assures to give them something new and exciting all the time. With the launch of the Color Show range, we hope to once again do something different for our consumers and engage them as much as possible with the brand.’

     

    Harshil Karia, Co-founder & Online Strategist, FoxyMoron said, ‘The Color Show is an innovative and interactive way to introduce the entire new color range of nails paints on offer by Maybelline New York. This is an opportunity for fans to experiment with their nails like never before! Maybelline is a fore runner in the make-up category so it only seemed fitting to create a campaign that allows fans to score high on the fashion meter with their favorite brand.’

     

  • Mobile phone player Celkon has assigned its digital marketing duties to digital marketing firm FoxyMoron’s Delhi NCR branch

    FoxyMoron bags digital marketing duties of Celkon Mobiles

    By A Correspondent

     

    Mobile phone player Celkon has assigned its digital marketing duties to digital marketing firm FoxyMoron. This mandate will be handled by the recently opened Delhi NCR branch of FoxyMoron. This digital mandate includes the independent management of the mobile brand’s presence on social media platforms including Facebook and Twitter.

     

    In the recent past, Celkon Mobiles has concentrated its marketing efforts towards sponsoring cricket tournaments. With the shift on to the digital platform, FoxyMoron conceptualized and recently executed the ‘Campus-O-Logy’ campaign, aimed at encouraging young college going students to enjoy their time on campus with the newly launched Campus Series smartphones.

     

    On the decision of appointing FoxyMoron as its digital agency, Pradeep Yerraguntla, Head, Digital Management, Celkon said, “We are happy to associate ourselves with FoxyMoron to drive all our digital communications objectives. At the core of our marketing strategies is the need for a detailed strategic and creative alliance to take Celkon Mobiles, the brand forward to the highest level.”

     

    Said Akshay Gurnani, Business Head – North, FoxyMoron: “Our aim will be to leverage their innovative products to build conversations with young consumers as they enjoy experimenting with exciting innovative technology products.”

     

     

  • An initiative digitally executed by FoxyMoron is aimed at providing electricity to remote villages in India

    Garnier Men launches ‘PowerLight A Village’ campaign

    By A Correspondent

     

    Standing true to the tagline ‘Take Care’, Garnier Men launched a unique social campaign – PowerLight a Village with an aim to light up hundreds of villages in India that are without any electricity. The announcement of the campaign was made by Satyaki Ghosh, Director, Consumer Products Division at L’Oreal India Pvt. Ltd. and Nathalie Gerschtein, General Manager, Garnier at L’Oreal India Pvt. Ltd. Garnier Men has collaborated with Project Chirag as their implementation partner. The Foundation has been championing the cause of rural electrification and has been instrumental in providing electrification to over 125 villages across the country

     

    The ‘PowerLight A Village’ campaign aims at creating awareness among consumers to contribute through their pledges on social media and be a part of a movement that will help Garnier Men in the identification and electrification of lightless villages across India using solar power. Villagers will be provided with one solar lamp that also has an in-built mobile charging unit, 1 solar tube light and 1 solar panel to charge their equipment. In a country like India which receives 300-325 sunny days a year, these units would help villages get continuous supply of electricity.

     

    Nathalie Gerschtein, General Manager, Garnier at L’Oreal India Pvt. Ltd. said, “Garnier is a green brand at heart and it has been our endeavor to bring to the Indian consumer, new, different and better products relevant to their needs at an affordable price. Garnier Men has enjoyed great success in India and we are pleased to take a step back and contribute to our society willingly. We have initiated this noble campaign in order to spread light across the less fortunate, remote areas of India by using natural resources like solar energy. Our consumers need not have to contribute anything in cash or kind, just their support towards the initiative online, will help the team light up another village. As a predominant player in the skincare industry, we pledge to work harder in helping India grow as a country and not just a market.’

     

    Satyaki Ghosh, Director, L’Oreal, consumer Products Division, India said, “Garnier has taken a wonderful step by keeping up to their tagline ‘take care’ and initiating a fruitful social campaign. ‘PowerLight a village’ is a great message especially for the youth of the nation. According to us, we feel that if we can work efficiently with our conscience and consumers, then we can make our society a better place to live in. ‘PowerLight A Village’ will help us spread smiles and bring light by using renewable sources of energy like solar energy. Consumers are invited to make a difference in simple and multiple ways like actively participating in digital forums like Facebook and Twitter.”

     

    Harshil Karia, Co-founder and Online Strategist, FoxyMoron said, “Brands taking on projects for social good is the future. We believe that a brand speaks through their actions more than advertisements and are humbled to be associated with Garnier Men who has taken this bold step through the ‘PowerLight A Village’ campaign.”

     

    Through the simple medium of social media, Garnier Men aims to reach out to more than a million consumers and encourage them to participate in the campaign. ‘PowerLight A Village’ is an extension of the Men Who Matter initiative and will be driven via digital, allowing Garnier Men’s 1.6 Million Men Who Matter on Facebook to contribute virtually to the electrification drive. Every like, share and comment, will contribute a predetermined unit of energy. This will be coupled with activations on-ground that will allow Men to come and pedal bicycles which will be recording the energy generated.  A summation of these activities will eventually be translated into actual energy donation through the solar equipment.

     

  • Femina roped in the digital agency Foxymoron to celebrate its anniversary issue, which is about creating and reliving memories

    FoxyMoron asks Femina readers to slow down

    By A Correspondent

     

    In an attempt to shut off from the streams of opinions at Twitter, unceasing parade of people living their lives in fast-forward on Facebook, to enjoy life and to relive the great moments without rushing, Femina roped in Foxymoron for their digital campaign.

     

    Femina’s anniversary issue, which hit the stands in November, celebrates slowing down, choosing the scenic route and taking a deep breath. Tanya Chaitanya, the editor of Femina, said, “Exhale! Femina’s anniversary issue tells you to do just that. In a world where time is at a higher premium than real estate, it’s smart to invest time in yourself — to find a hobby, to catch up with friends, read all the books in your bucket list… Femina’s 53rd anniversary issue asks you to relax, revel, recharge.” Soela Joshi, brand publisher, Femina, added, “The issue won’t tell you how to make more time; you’re already a pro at it. But it has a few ideas for what you can do with all that time you’ve saved up from years of rushing around.”

     

    Aiding Femina in communicating this message was the digital agency, FoxyMoron. Starting November 14, FoxyMoron brought this message alive on the digital platform via an innovative and comprehensive campaign on a variety of mediums like Facebook, Twitter and Pinterest.

     

    Harshil Karia, Founder & Online Strategist at FoxyMoron, said, “The brief was about rewinding and going back in time. Femina creates digital campaign for its every issue. This time, however since it was the anniversary special, we created the campaign in three phases. The first phase asked the women to switch off from browsing the internet, women to make time and enjoy the smaller pleasures of life and unwind. The second phase was about completing the story wherein, Femina released two lines, which started to a story. Fans, followers and pinners continued that story from there and take it forward to their desired end.” A new story was released every day, According to Karia, this gave the readers a chance to ponder and do something they always wanted to do but didn’t have the time for.

     

    The third phase is yet to come. Femina will be running a contest on its digital channels that ask women to express a moment in their life that they wish they could rewind and relish. And three lucky winners chosen by Femina will be given the chance of a lifetime to actually relive that special moment that they did not do justice to the first time around.

     

    The contest targeted at 25-40-year-olds has garnered fantastic response, according to Karia. He said, “On the first day of the campaign, about 650 women took part. We had a special application built around this campaign, which helped us to create higher engagement rate. Till date, we have received about 600 stories asking to relive the moment. “The content performed well for the brand,” he asserted. The 15-day campaign will end on November 30 as Femina gets ready for the next issue.

     

  • Digital solutions agency FoxyMoron has retained the French Connection account after a multi-agency pitch

    FoxyMoron retains French Connection

    By A Correspondent

     

    Digital solutions agency FoxyMoron has retained the French Connection account after a multi-agency pitch. The creative mandate in the digital space for the brand French Connection has been consolidated by this young agency, which has established itself as a powerhouse in the digital space.

     

    The pitch was a competitive, multi-agency pitch with esteemed agencies Edelman and Jack in the Box participating.

     

    Founded in 1972 by Stephen Marks, French Connection – the edgy, attitudinal, high street British fashion brand – set out to create well-designed and fashion-forward clothing with a quirky spin on design. Brand Marketing India (BMI), the exclusive licensee for French Connection in India, introduced the brand to the Indian market in April 2007 and has since opened 26 points of sale across 8 cities.

     

    BMI has ensured that the brand in India emulates the same global strategy with respect to timely seasonal launches, competitive pricing and the highest standards of in-store service.

     

    Commenting on the same, Harshil Karia, Online Strategist and Co-Founder at FoxyMoron said, “When you’ve got a brand that’s as irreverent as French Connection, the possibilities are endless. We’re glad that the team at French Connection has liked the ideas and strategy presented for the brand to dominate digital and we’re confident that we can do so.”

     

    With its key focus on the Autumn-Winter collection, FoxyMoron plans to ensure that there is integration between the brand’s on ground/in-store and online activities.

     

  • Digital solutions agency FoxyMoron has bagged the duties to handle the Digital portfolio of L'Oreal Paris in India, replacing Jack In The Box

    L’Oreal appoints FoxyMoron for Digital duties

    By a Correspondent

     

    Digital solutions agency FoxyMoron has bagged the duties to handle the Digital portfolio of L’Oreal Paris in India. According to an industry source, prior to FoxyMoron, Jack In The Box was the incumbent agency handling the digital duties for L’Oreal Paris – India.

     

    Harshil Karia, Online Strategist at FoxyMoron said “It’s a huge opportunity for us to do something innovative with a legendary brand. We’ve also got a great canvas to work with. A brand that works in hair care, hair color, skincare and makeup is almost a dream and we’re sure it will always have something meaningful to say online.”

     

    Manashi Guha, Marketing Manager, L’Oreal Paris said, “For a beauty brand like L’Oreal Paris, the digital medium is a great storytelling platform.  We are excited to be working with FoxyMoron to evolve and execute our digital strategies for 2012 and beyond.”

     

    With its key focus on the current campaign, a large number of unique activities are said to have been planned out, to optimize the digital presence of L’Oreal Paris’.

     

    L’Oreal Paris has businesses in hair, skincare and makeup. While makeup and skincare will be led digitally, the hair business is said to see a lot of integration as far as campaigns are concerned. L’Oreal Paris has products like Total Repair 5 and Fall Repair which are said to be mass market products and here digital is said to play a role where it engages and educates the younger audience.

     

    It is also learnt from sources that McCann erickson is handling the mainline creatives for L’Oreal while Maxus is said to be handling its media duties.