MxMIndia

Tag: Garima Khandelwal

  • Campaign conceptualised and executed by Mullen Lintas

    Katrina Kaif to be brand ambassador of Medimix

    By Our Staff

     

    Medimix, the Ayurvedic personal care brand, has announced its newest campaign “Skinfit Raho, Manmarziyaan Karo” with Katrina Kaif. The campaign has been conceptualised and executed by Mullen Lintas.

     

    Said Pradeep Cholayil, Chairman and Managing Director, Cholayil Private Limited: “Medimix is one of the most popular brands in India. With its Ayurvedic credentials Medimix has stood tall with the testing times and proven to be a quality product for decades. Katrina Kaif has a similar stature, and she is a self-made Bollywood celebrity. With this campaign we aim to establish the synergy between the two and appeal to a younger lot of audience to truly live your life without the skin worries as Medimix is always there.”

     

    Commenting on the campaign, Garima Khandelwal, Chief Creative Officer – Mullen Lintas, ML Corporate added: “Medimix with its legacy of Ayurveda has stood for skin that’s skinfit, with this new campaign we wanted to launch the newest positioning “SkinFit raho, Manmarziyaan karo”, liberating today’s woman of any fear of skin damage and follow her heart to pursue whatever it is she wishes for. Whether societal or self-imposed, there should never be any constraint on what she thinks she can achieve. With natural cues that are the brand codes, we reimagined the brand world with a visual scale and this fresh new attitude with the fresh new brand ambassador and a high energy hummable track.”

     

     

  • Conceptualised by Mullen Lintas, the TVC features Mrunal Thakur and Ronit Roy

    Dulux paints new TVC campaign

     

     

    AkzoNobel, the maker of Dulux Paints in India, has released a new campaign for Dulux Velvet Touch – its flagship ultra-luxury interior emulsion brand.

     

    Conceived by Mullen Lintas Delhi, the campaign hinges on a woman’s need for autonomy of space to underline the product superiority of Dulux Velvet Touch.

     

    Said Rajiv Rajgopal, Managing Director, AkzoNobel India: “Dulux Velvet Touch epitomises the best quality of decorative paint. As Indian consumers are increasingly spending more time rejuvenating their homes, walls have become a canvas of self-expression. Dulux India is now further empowering consumers to flourish through colours. We’re delighted to present the all new Dulux Velvet Touch with the Tru Color technology. This is our promise of intense rich colours with ultra-smooth finish so that every living space paints a narrative as progressive as today’s consumers and ‘Feels like Home’.”

     

    Added Garima Khandelwal, CCO, Mullen Lintas: “Dulux Velvet Touch wanted to own new conversations in relationship dynamics as we make a comeback in the consumer’s mindspace, carving a contemporary space for the brand. The need for autonomy or the question to why it’s sought by a young independent woman was a fresh conversation with home at the centre of it. It was a collaboration of the right talent coming together that touches the right note.”

     

  • Mullen Lintas works on the digital campaign

    Future Generali unveils insurance for dogs

    By Our Staff

     

    Future Generali India Insurance Company Limited (FGII) has announced the launch of ‘Oh My Dog!’, a digital campaign to create awareness around the importance of purchasing dog health insurance cover towards protecting our furry friends. This 360-degree digital campaign is conceptualised by Mullen Lintas.

     

    On the launch of the campaign, Ruchika Malhan Varma, Chief Marketing Officer, Future Generali India Insurance said: “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realized the place a dog holds in a household today – that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family. However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive.”

     

    Said Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “Dog insurance is a first mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it’s something that works across borders. To be relatable and sharply land the need for insurance for your furry babies was the only lookout. Cute dogs being silly with a catchy track that was a fit for this film. The challenge was to shoot these situations such that it doesn’t harm or pose any threat to the 14 dogs on set, involving immense pre planning and many cheats on post. The campaign hashtag OH MY DOG, is a memorable hook to witnessing a dog land in trouble, without any intention to of course.”

     

  • Brand consultancy Chlorophyll helps in rebranding

    Mullen Lintas creates TVC with new brand identity for SBI Life

    By Our Staff

     

    SBI Life Insurance has unveiled its reimagined ‘Brand Identity’ with brand consultancy firm Chlorophyll working on the rebranding exercise.

     

    Speaking about SBI Life’s re-imagined brand identity, Ravindra Sharma, Chief of Brand, Corporate Communications and CSR, SBI Life said: “Brand SBI Life is not limited to a re-imagined identity or a TVC, fundamentally it is an entire belief system that we all live by, it is an experience that our customers and stakeholders remember us for. Our extensive research comprising countless conversations with consumers, business partners, employees and other stakeholders have indicated to a new evolving individualistically determined India. The consumer of this new India, expects insurance to be an enabler, in their pursuit of individualistic ambitions, which is way beyond the role of a mere financial tool. Aligning SBI Life’s brand journey to the evolving consumer attitude in the new India, we’ve undertaken a strategic rebranding exercise, where we envisage brand SBI Life to play the role of an ‘enabler’ for the consumer to follow their own individualistic aspirations, while simultaneously taking care of the needs of their loved ones.”

     

    Added Kiran Khalap, Co-Founder, Chlorophyll Brand Consultancy: “The challenge was like a four-way tight rope walk. Find one single insight that could make the brand relevant to metro-millennials, retain the loyalty of tier two and three towns, put distance between SBI Life and others and finally, give SBI Life a distinct identity. We found it, thanks to the patience of the team.”

     

    Added Garima Khandelwal, Chief Creative Officers, Mullen Lintas India: “The new brand philosophy of SBI Life “Karo poore apne iraade, apno se kiye sabhi vaade” is about fulfilling your dreams and passions while keeping your promises to your loved ones, not losing self for the sake of our responsibilities. We wanted to craft a story that captured the essence of the ‘vaade’ and ‘iraade’ through the eyes of an individual at a stage in life of change, where one is ready to take the next step of having a life partner or starting a family. The first story captures the beautiful moments of reflection in the mind of the protagonist, who vows to keep his individual dreams alive as he readies to become a family man. SBI Life gives wings to these dreams and aspirations, both for the family as well as the individual”.

     

  • Echoes the ‘Ghanam’ outlook of people of AP & Telangana

    Mullen Lintas films for Tata Tea Chakra Gold

    By Our Staff

     

    As part of its latest restage campaign, Tata Tea Chakra Gold has launched a new film continuing its series of hyperlocal campaigns. The campaign is conceived by Mullen Lintas Bangalore.

     

    Talking about the launch, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Following our recent restage strategy on Chakra Gold, which saw a refreshed packaging highlighting Telugu pride elements, we are happy to launch the new AP and Telangana – specific film celebrating the ‘Ghanam’ way of life. The campaign brings alive the true spirit of the region and its people as part of our hyperlocal strategy aiming to engage consumers with local cultural insights. Just as people from AP & Telangana prefer everything to be lived fully loaded in their quintessential magnum opus way, their choice of tea too reflects a fully loaded, strong and punchy taste that Chakra Gold promises.”

     

    Added Garima Khandelwal, CCO, Mullen Lintas: “Every facet of Telugu states is celebrated with a larger than life attitude to make every moment fully-loaded with emotions, people and made with all the good things of life. Whether it’s the opulent movies or the lavish feasts of Telugu states; they are awe-inspiring and have set a record in themselves. We wanted our commercials to highlight the insight and we used a colloquial word which encapsulates this – outlook via ‘Ghanam’.  And then we went to town to bring out different life events and occasions that bring out the liveliness and the scale of the events and of course, everything was Ghanam. Just like how Chakra Gold’s strong taste that makes it a Ghanam tea”.

     

  • Puts forth its ideology of 'best way to cure health is through care'

    Mullen Lintas campaign for MFine

    By Our Staff

     

    For its latest campaign, healthcare service MFine commissioned Mullen Lintas Bangalore to produce a campaign to build top-of-mind recall for the brand.

     

    Commenting on the campaign, Arjun Choudhary, Founding Member and Chief Business Officer, MFine said: “As much as MFine is a new-age health-tech brand, care has always been at the very core of all that we do. From instant online consultations to lab tests from the comfort of homes, MFine ensures that care is readily accessible and of the highest quality. Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple.”

     

    Talking about the campaign idea, Garima Khandelwal, CCO, Mullen Lintas added: “Popular culture is best created or second best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The auntie gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

     

  • The firm has recently launched Optima Secure, a new health insurance product

    Mullen Lintas campaign launching HDFC Ergo

    By Our Staff

     

    HDFC Ergo General Insurance, the leading private sector general insurance company, has recently launched Optima Secure, a new health insurance product that seeks to redefine the value that customers get from their insurance plan. Mullen Lintas Mumbai has conceived an integrated advertising campaign to launch it.

     

    Commenting on the campaign, Mehmood Mansoori, President Shared Services and Online Business said: “The global pandemic has reiterated uncertainty that surrounds one’s health & the importance of having adequate health insurance. The need of the hour is to bring products which helps customers not only in present but also takes care of their future & addressed their pain points during claims. We at HDFC Ergo have always believed in providing innovative solutions to our customers.  Optima Secure has been introduced with unique features that are never seen before in the industry. Therefore, with this campaign, we aim to communicate the unique benefits offered by Optima Secure policy in a simple yet entertaining way. We are confident that the campaign will motivate the customers to choose a policy that offers such wide-ranging benefits while providing a great value for money.”

     

    Talking about the campaign idea, Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas added: “The benefits given by HDFC Ergo’s Optima secure were never seen before benefits in the category of Health Insurance. So we needed to deliver it in a never seen before way. Reason why we decided to have extremely clutter breaking execution. Be it the stories or the backdrops, we chose something never seen before. From Aliens to Ghost stories, everything about this campaign is never seen before. Just like the benefits offered by the product.”

     

    The campaign is already live across multiple mediums including outdoor, radio and digital.

     

  • Features actor Vijay Verma who emphasises the need financial security

    Mullen Lintas creates new TVC for SBI Life

    By Our Staff

     

    SBI Life Insurance has released a new TVC #TermInsuranceKaLevelUp, that showcases the inherent need for a term insurance that ‘levels-up’ as one progress through life’s prominent moments. The campaign has been conceptualised by Mullen Lintas and features artist Vijay Verma.

     

    Said Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life: “The #TermInsuranceKaLevelUp film is an attempt to let consumers relive the ‘level-up’ moments of their life and subtly remind them of the intrinsic need to also ‘level-up’ their financial safeguards, as they achieve life’s prominent moments. With a deeper understanding of today’s consumers, who believe in living-in-the-moment as they progress in life, we’ve been able to identify the need to prioritise financial safeguards as life goes along. The film subtly highlights the unique features of SBI Life eShield Next plan, which is designed to let consumer cherish life’s significant milestones, while providing customized options to ‘level-up’ one’s insurance coverage simultaneously.”

     

    Added Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “SBI Life’s eShield Next is an adaptable term insurance that enables customers Level Up their financial security to match with their life milestones. This resonates with the need of today’s individuals who place family goals at par with their own personal success. The narrative starring Vijay Verma traces a beautiful journey of a man reflecting on his material achievements and starting a family. These Level Ups would be challenging if not for the ease of adjusting the eShield Next plan to their new level of life, easing their journey onwards and upwards.”

     

  • Celebrates the multi-faceted women of Maharashtra

    Mullen Lintas films for Tata Tea

    By Our Staff

     

    Tata Tea Premium has launched two fresh films in its series of hyperlocal campaigns in continuation of its strategy of celebrating India’s rich cultural diversity and invoking regional pride. The new commercials are rooted in region-specific insights that reflect not just the true spirit of a region, but also the unique traits of its people.

     

    The brand has previously released its hyper local campaigns in markets like Uttar Pradesh, Delhi, Punjab, Haryana, and Odisha. In continuation of its national restage campaign, Tata Tea Premium, Desh ki Chai, has made a revamped entry with separate advertisements for Maharashtra and Mumbai.

     

    Talking about the new campaigns, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Tata Tea Premium’s expertise has always been catering to local taste preferences. Thus, we’ve always offered distinct blends meeting consumer’s taste preferences in various geographies across the country. This has made Tata Tea Premium one of the leading brands across India, and the Desh ki Chai in the truest sense of the term. The two new TVC’s made specially for the markets of Maharashtra & Mumbai are a step forward in our hyperlocal approach; Wherein we aim to celebrate regional pride with region specific packaging and a local communication lensed through a pertinent local insight showcasing the ‘insider’s perspective’, reflective of the true spirit of the region. While the Maharashtra film celebrates Marathi women for being Sarvguni, the Mumbai film salutes Mumbaikars for their Kadak Insaniyat . Both films aim to deepen the emotive connect the brand enjoys in these markets, in line with our over-arching strategy of celebrating regional pride and driving thought leadership”

     

    Added Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas: “Doing a separate campaign for Maharashtra and Mumbai was a challenge as Mumbai is the capital of Maharashtra. But then Mumbai has its own identity. It has many personalities, characters and many stereotypes. But we thought nothing can make for a better stereotype than the professional, cold, bordering insensitive stereotype of Mumbai. While for Maharashtra, we thought celebrating the multifaceted aspect of the state would connect better with Maharashtrians. We wanted to celebrate the Marathi culture that values traditions and customs but also welcomes new thinking, is progressive and connected with the world., which makes it a Sarv Guna State. Just like Tata Tea Premium tea.”

     

  • Features Nawazuddin Siddiqui and Piyush Mishra

    HDFC Ergo unveils new TVC

    By Our Staff

    HDFC Ergo General Insurance launches a new TVC campaign. Conceptualised by Mullen Lintas, the “poochoge, toh aapko milega sahi jawaab” campaign features two TVCs, primarily focusing on health insurance and motor insurance. Featuring the brand ambassador Nawazuddin Siddiqui in a double role along with the multi-faceted Piyush Mishra, coming together on screen is sure to raise the entertainment quotient.

    Said Mehmood Mansoori, President – Shared Services & Online Business, HDFC ERGO General Insurance: “The past year has proved that these are very uncertain and unprecedented times that we are living in. The whole pandemic situation has further made us reiterate that financial security and well-being is of the highest importance. In such scenarios, a well-comprehensive insurance policy provides peace of mind and helps in overcoming difficult situations. In testing times, the right kind of insurance will also protect an individual from digging into their savings. HDFC ERGO has always promoted insurance awareness in the country, with this campaign we aim to educate our customers and encourage them to ask the relevant questions while opting for an insurance policy.”

    Added Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas: “The campaign revolves around the simple idea that we ask too many questions when it comes to health related issues or while buying a vehicle, but while getting insurance for the same, we don’t ask relevant questions. The idea is to push the consumers to ask the right questions regarding insurance as HDFC ERGO has the right answers. In the creative execution, we wanted the same quirky brand tonality and with the idea of showcasing Nawazuddin in characters we have never seen before. So he is seen in a double role again, and Piyush Mishra makes a surprise entry in the campaign. The famous duo of Nawazuddin and Piyush Mishra is coming together on screen after a long time. So bringing them together makes the campaign clutter breaking and extremely memorable.”

     

     

  • Casts KJo and Twinkle Khanna – the first time the pair to be seen onscreen

    Mullen Lintas films for Tata Cliq’s summer campaign

    By Our Staff

     

    Tata Cliq, the Tata group’s premium products e-commerce offering, has launches a multi-film campaign to promote its offerings in home appliances and fashion categories. Conceived by Mullen Lintas Mumbai, the integrated campaign features celebrities Karan Johar and Twinkle Khanna.

    Said Kishore Mardikar, Chief Marketing Officer, Tata Cliq: “Using a never-seen-before pair of Karan and Twinkle provided a clear differentiation for the brand. The witty banter between the duo will surely keep the audience engaged and entertained.”

    Added Garima Khandelwal and Azazul Haque, Chief Creative Officers, Mullen Lintas: “In the Cliq summer campaign, we see a celebrity pair that stands out from the usual couple chemistry we see in advertising. Having BFF’s roasting each other, the brand gets scale and flavour to stand out from the competition. Keeping 15 secs as a format a snackable content with banter between the endorsers, we borrowed from their real-life chemistry and made the category the third character in their conversation. The intent is to “Cliq” with the TG the brand is targeting, by standing out with this tonality, pushed to make it savage and in turn make Cliq an upgrade story, the urgency to get with it. The communication has a distinct look and language, we in fact brought the hyper-real sitcom vibe to the communication and we are very excited with the chatter about all these elements that make the campaign.”

     

     

  • Releases its maiden campaign

    Mullen Lintas wins mandate for Nature’s Essence

    By Our Staff

     

    Mullen Lintas has won the creative mandate for Nature’s Essence, a skincare and haircare brand backed by Samara Capital. The new campaign is part of the revamped brand strategy, crafted by Futurebrands.

     

    Said Amit Chopra, CEO – Esme Consumer: “For more than 20 years, Nature’s essence has helped women discover their real beauty through its range of Facial Kits, Gels, Creams and Face washes.  Our first campaign, “Hello Beautiful”, encourages every woman to discover their inner beauty by embracing the best that nature and technology has to offer.”

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Nature’s Essence’s range of beauty products for everyday skincare make you meet your new beautiful skin, as though you meet yourself for the first time. We won the business with the strategy of making beauty a conversation with self, talking to the new confident audience that is not seeking or cares for external validation or admiration for her newfound beauty, but making herself her biggest fan and admirer.”