MxMIndia

Tag: Joono Simon

  • Mi India, the smartphone and smart TV brand, recently unveiled its latest TVC for Redmi Note 9 Pro Max

    Mi India launches TVC for Redmi Note 9 Pro Max

    By A Correspondent

     

    Said Sandeep KS, Associate Director, Redmi India Marketing: “Having used the Redmi Note series extensively, when I first held the Note 9 Pro Max, it instantly felt like a flagship. It looks good, feels brilliant, performs like a dream and has the hero-like quality our fans claimed. We instantly decided that the phone had to be the central character of the television commercial all while weaving with a compelling narrative around its features. The video sequence is set inside a Metro compartment which is symbolic of the microcosm of the ‘Note’ cult.”

     

    The commercial has been conceptualized and executed by Bengaluru-based agency Brave New world. Said Joono Simon, Chief Creative Officer of the agency: “The Redmi Note 9 Pro Max is a power packed device that believes it has the license to thrill. Creating a commercial that does justice to its superior camera and performance capabilities was always going to be a challenge. The task became even more arduous because of the pandemic and the global lockdown. Shooting a commercial of this kind in Ukraine with most of the crew stationed in location, the director in Tel Aviv, and the agency and client teams in Bangalore was pathbreaking in many ways a rewarding experience for the team with a lot of new learnings. The team at Xiaomi was all in for an out of the box bold approach as against the standard listing of features with very little life moments.”

     

     

  • The agency has been entrusted with creating an integrated brand presence across its mainline advertising

    Indian Terrain awards mandate to Brave New World

    By A Correspondent

     

    Brave New World will now lead the integrated communications mandate for retail clothing brand, Indian Terrain. The agency has been entrusted with creating an integrated brand presence across its mainline advertising, store communication, online presence and social media.

     

    Said Charath Narasimhan, CEO & MD, Indian Terrain: “With the company at its 20-year mark, we were on the lookout for a partner who could help us grow our foothold in the mens and boys segment while creating an engaged audience base on our social platforms. With rife competition from aggressive new players, the opportunity at hand is to keep our strong base of loyalists close while growing the demand from a new generation of people entering the workforce. The integrated team at Brave New World came across just as passionate about results as they did about creativity. We look forward to having their fresh thinking help us craft a refreshed go-to-market playbook for the brand.”

     

    Added Joono Simon – Founder and Chief Creative Officer of Brave New World: “The current e-comm clutter is causing a certain degree of commoditization of retail fashion, leaving many brands to look faceless and obtuse. As a result, most discerning customers are seeking out brands that are more meaningful and substantive. Indian terrain is a brand that has its feet rooted firmly on the ground and has nurtured a very loyal fanbase over the years. The name ‘Indian Terrain’ itself alludes to something bigger and intrinsic. We’re excited about unlocking the inherent potential it holds from a communication standpoint.”

     

     

  • While the app has much going for it, the debate remains focused on the readiness (or lack) of the market

    Is it time for brands and services to go app-only?

    By Amit Bapna

     

    The ongoing debate on the ‘right time’ for brands to go app-only does not seem even close to getting resolved. It’s however on the minds of several companies in a market that’s reportedly adding a staggering 5 million smart phones every month. Some brands have leapt aboard the app only bandwagon: Myntra, Ola and most recently food-brand Faasos on realising 97 per cent of its customers place orders via the app.

     

    In principle, while the app has much going for it, the debate remains focused on the readiness (or lack) of the market. The journey is also a function of category and target audience. For instance furniture, household electronics etc. lend themselves better to omni-channel.

     

    Rathin Lahiri, CMO, Meru Cabs claims an app-first strategy is better than app-only for many reasons. “Ecommerce is still under-penetrated. While the mobile is a more personal shopping device, the website is just easier to browse.” Adds Sabyasachi Mitter, managing director, ibs, “Going app-only is a bad idea at this stage. The market needs more users to experience the online ecosystem.” Once a user sees the benefit of a brand he will naturally look for its app.

     

    The world’s most valuable start-up Uber is apponly and that is not by coincidence. Taking a leaf, the Indian aggregator Ola has become app-only since August 1 this year. Its call centre is no longer a booking channel but acts purely as customer care. As per Anand Subramanian, senior director – marketing communications, Ola, “The choice was between the call centre and the mobile app since the desktop was never a large contributor.” To keep the experience inclusive, the app has been kept very simple which is the secret sauce is in his view.

     

    For Myntra, fashion is a very personal experience. Prasad Kompalli, head of eCommerce platform believes that mobile can truly deliver this experience as it captures user’s lifestyle and context in manner that the desktop cannot.

     

    On the other hand, flipkart has reportedly gone cold on its app-only plans for now, and as per the company spokesperson, “We are constantly experimenting with various aspects of our service to create the best shopping experience for users on our app. Meanwhile, we continue to offer both desktop as well as mobile options.”

     

    Points out Tushar Vyas, chief strategy officer, GroupM South Asia, “There are significantly more users getting added to mobile internet than PC internet and the battle has moved to owning real estate on the consumer’s phone and becoming a destination of choice.” The app-only approach, thus, is a bold move for the future. According to Milind Pathak, COO, Madhouse, the app gives the brand far more control. Also due to the handset native presence, even when the app is closed, it will pass signals making for personalised interactions.

     

    With access to location data, relevant push notifications could be bundled, deals, for instance. Adds Rahul Pandey, CEO and co-founder of mobile advertising agency Bonzai, “An app install on consumer’s device provides a higher chance of engagement, and the ability to collect user specific data, build engagement and do re-targeting.” Apps could well be the pillar leading to the maturity of analytics based marketing as against the currently prevalent acquisition driven model.

     

    According to Joono Simon, co-founder of Bengaluru-based Brave New World, “The marketing efforts to drive traffic to the site and the app are a resource drain. The websites in the current avatar won’t last long.” Agrees and adds Vivek Bhargava, CEO, iProspect-Communicate2, “A key advantage of this approach is that brands have to advertise less once the user starts to order through the app.” However common wisdom is pointing to the fact that shifting consumers desktop to mobile will require a more engaged and evolved ecosystem.

     

    Whether and when a company decides to go app only requires a careful calibration of how its core consumers are evolving. Flipkart backing down obviously had a lot to do with buyers in big ticket categories that require a lot of comparison and browsing before purchase — electronic goods and computer components for instance — threatening to shift en masse to the competition. While marketers often dream of leading the consumer, following her will perhaps be the best way to go, this time around.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The latest Raga film tells the story of one such woman and her chance meeting with a past love at an international airport lounge while both are travelling on business trips

    Titan Raga celebrates confidence of today’s woman in new TVC

    By A Correspondent

     

    Over the years, Titan Raga has carved out a special place for itself by celebrating feminine beauty and sensuality. The brand has showcased exquisite collections along with charming stories of the Raga woman. And these stories have served as markers in the journey of the Indian Woman from home and hearth to the outside world.

     

    The latest Raga film tells the story of one such woman and her chance meeting with a past love at an international airport lounge while both are travelling on business trips. They are genuinely happy to see each other. As they talk and catch up, the fissures of the earlier relationship are revealed. He had wanted her to stop working. She had refused. He still wanted her. After all these years, would she bend to his wishes?

     

    It is a film that is at once timely and timeless, celebrating her new self-assuredness and confidence as well as her enduring elegance and grace.

     

    Sharing his views on the commercial, Rajan Amba, GM, Titan Watches and Accessories, said “Raga is a reflection of the modern woman – progressive, confident and passionate. Over the years we have seen this woman evolve. She has unravelled different facets of her personality. And at every step of the way, Raga has evolved with her. Today, we are seeing a new side to this woman, where she is independent and free-spirited. And through this new film we are happy to reflect this new dimension that defines the woman of today. I’m sure this film will appeal to every modern woman because it captures their essence beautifully.”

     

    Joono Simon, Executive Creative Director, Ogilvy South, India, said that, “There was a time, not long ago, when Indian brands made a habit of perpetuating gender stereotypes from the past. Raga broke this stereotype with its consistent portrayal of a spirited woman with an air of sensual power.”

     

    In the new commercial, the brand steps up to portray a self-assured, assertive woman who reminds us that, as far as her life is concerned, she is firmly in charge and that she alone has the ability to decide what’s good for her. I’m sure the commercial would inspire many modern women to go out and grab her rightful place under the sun.”