MxMIndia

Tag: Lloyd

  • The film targets the young Indians who aspire for a fuller life and value products

    Lloyd unveils campaign featuring #DeepVeer

    By A Correspondent

     

    Lloyd Air Conditioner’s latest ad film – Khayal Rakhenge. Khush Rakhenge – highlights an enjoyable take on its innovative technology. The film targets the young Indians who aspire for a fuller life and value products with technology that helps them live this kind of life.

     

    The film conceptualised by Mullen Lintas features Bollywood couple Deepika Padukone and Ranveer Singh.

     

    Commenting on the thought behind the Campaign and Film, Amer Jaleel, Group CCO & Chairman – Mullen Lowe Lintas Group, said: “Lloyd is a new-age Indian brand and the most important aspect of the brand to influence when it came to us was its voice. We felt that consumer durable brands are not able to reflect the millennial-speak that is so important to make brands relatable in this category. If you hear people and the brand, speak like you, you stop and listen however much the clutter. We were helped by the chemistry between our stars which while being electric is thankfully so normal! The fact that they were coming together for a brand that was a first for them, their own excitement and enthusiasm at being captured and working together got added with the magic of our ‘Badhai Ho’ director Amit Sharma. All this made the atmosphere on the set so amazing that I think we just put a camera and it translated the reality on celluloid without any loss!”

     

    Added Amit Tiwari, Vice President Marketing, Havells India: “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”

  • This initiative has been taken to strengthen Lloyd’s position as a consumer centric brand

    Lloyd partners with Mullen Lintas for brand restage

    By A Correspondent

     

    Consumer durables brand Lloyd, has partnered with Mullen Lintas for its upcoming campaign. This initiative has been taken to strengthen Lloyd’s position as a consumer centric brand to gain stature and market share across product categories.

     

    Commenting on the association, Vikas Mehta, CEO, Mullen Lintas, said: “With Lloyd, we are delighted to further extend our long-standing partnership with Havells. We are grateful for their continued faith in Mullen Lintas and are committed to creating another success story for their business. Lloyd is a great opportunity for us to leverage Mullen’s challenger thinking to get the brand an unfair share of attention in the crowded consumer durables category.”

     

    Speaking of the association with Mullen Lintas, Amit Tiwari, Vice President Marketing, Havells India, said “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”

     

     

  • Lloyd appoints Ranveer Singh and Deepika Padukone as brand ambassadors

    By A Correspondent

    With an aim to connect with today’s millennials, Lloyd has roped in actors Ranveer Singh and Deepika Padukone as brand ambassadors. As part of the association, the couple will endorse Lloyd range of consumer durables.

    Speaking on this association, Shashi Arora, CEO, Lloyd said: “Both Ranveer and Deepika are an inspiration to Indian millennials and portrays a blend of talent, class and popularity that complements with Lloyd’s legacy and brand ethos. We are confident that this association will enable us explore new avenues for our continued growth and success and further strengthen our positioning in the consumer durable segment. We welcome both Ranveer & Deepika to the Lloyd’s family.”   

  • It's our third 'big story' on Republic, but then it's perhaps one of the biggest media launches in the last decade

    Can Republic TV kill Competition?

     

     By Pradyuman Maheshwari [updated]

    For a television channel that’s determined to fight for the need for transparency in public life and government, its launch date appears to be a closely guarded secret. But now it’s confirmed: Tomorrow, May 6. Why a Saturday, one may ask. Because that’s the first day of the week (Week #19 of 2017) as per BARC measurement. And Goswami, as he must, keeps a close watch on his viewership numbers.

    Before we had  confirmation on the date, we did have word from the Star India Corporate’s PR agency that Republic TV would start streaming on the OTT platform with effect from tomorrow. No time stated.

    Having said that, Republic is on a roll in terms of marketing across media. It has a healthy set of advertisers: Vivo, Jio, Renault, Hike, Yes Bank, Microsoft, Ravin, Nestaway, Future Group, Havell’s, Gionee, Lloyd, Raymond and Ola. Star India, we are told by sources, will continue to be an advertiser, though its logo is missing from today’s Mint ad.

    We asked ChromeDM, specialists in research on connectivity to give us a report on the availability of Republic TV, for, distribution along with content and revenues will eventually speak about the success of the channel.

    And this is what Pankaj Krishna, Founder & CEO, Chrome DM said: “Currently, on an average, an English News Channels has an availability of 45.1% among Urban Homes in India. With its soft launch, Republic has 18.4% Urban India availability (as per Chrome OTS or Opportunity to See, 3rd May 2017). In Mega Cities, Republic is currently available in 32% of the Households.”

    Note this is for data as of May 3. A distribution industry expert we spoke with said that the availability will leapfrog once the channel goes on air, as even though the deal is inked, some discerning networks do not like to air test signals. So the expert we spoke with said the ChromeDM data as of now may not be the right measure to look at right now.

    However, MxMIndia is a neutral observer and it’s important that you know facts as they are. Also, according to the ad, distribution deals have been inked with all platforms. Other than Hotstar, Republic will be available on Jio, Ditto and we are sure other platforms too.

    “There’s a buzz around Republic TV, and even if deals aren’t inked, viewers will want to watch it and will ask for it… at least for the first few weeks. Moreover, it’s free-to-air, so the pull factor increases,” said one distribution network owner.

    A media buyer and marketer we spoke with requested to speak on anonymity. Here’s what both echoed.

    1. That the buzz around Arnab Goswami has increased after he quit his previous employer.
    2. The legal notice which Goswami spoke about making an emotional appeal touched a chord, and there is a certain amount of sympathy for him.
    3. The issues with Pakistan are raging, and that’s a topic Goswami is passionate about
    4. There are enough inefficiencies across the country which Goswami will definitely dwell on

    Meanwhile, other channels are also getting their act together. Both India Today and CNN-IBN have launched shows at 7pm and also relooked at the rest of the primetime programming. Extension of primetime to 7pm will expand the viewership in all.

    As per BARC ratings for Week 17 (April 22 to 28), Times Now was the leader followed by India Today, CNN-News18, NDTV 24×7 and BBC World News. NewsX and WION didn’t figure in the Top 5. This data is for urban and rural viewership from amongst males of 22 years and above.

    MxMIndia also spoke to industry captains and while all of them wish Republic TV and Arnab Goswami the very best, they do acknowledge that it’s not going to be an easy ask. There are comparisons made to how CNN-IBN (now CNN-News18) scored a march over NDTV 24×7 when Rajdeep Sardesai started the channel, but those were early in the history of English news television in India. Times Now didn’t exist and Headlines Today (now India Today) was near-inconsequential.

    And what is our view? Well, who doesn’t like a David outwits/ outshines/ kills Goliath story. We all love it. But then we are going to be as neutral as it’s possible. We report on the business regardless who gives us business.

    However, there are issues which are beyond just R&R… in this case ratings and revenues. It’s the kind of journalism we will see on Republic TV. And hence across all channels. Will channels talking about the noise be contributing to the noise in their own way? Will the new style of television journalism – nationalism and raising questions against it – actually damage situation on the ground, even though the viewership of English news channels is limited.

    It’s our third ‘Big Story’ on Republic. Or fourth? We’ve lost count. But, then, it’s possibly one of the biggest media launches in the last decade.

    The last question to ourselves (and as in the headline): Do we see Republic TV killing Competition?

    Our response: We don’t know. Yes, we do care and we will be delighted to report on the numbers. We will await the BARC ratings over the next few weeks quite how in the old Hindi films the old parents would wait for the ‘daakiya’ for an update.

    Our normal end-line would’ve been: May the best channel win.

    But here, we will say: May good (and smart) journalism win.

    Now don’t say who cares!

     

     

  • The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under women's domain

    RK Swamy BBDO unveils ‘unisex’ campaign for Lloyd Washing Machines

    By A Correspondent

     

    RK Swamy BBDO, New Delhi, have churned out a singular campaign to announce the entry of Lloyd in the washing machine category. The 360 degree campaign released in mid-July positions Lloyd Washing Machines as ‘unisex’ machines.

     

    The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under women’s domain. However, the modern urban women do not appreciate this mindset, given the fact that a lot of them have a busy professional life now and there is no specific logical reason to justify why only women should be held responsible for such mundane chores.

     

    This insight has attracted the attention of quite a few marketers off late.

     

    But with this campaign, team RK Swamy BBDO has gone a step further and actually attempted to create an altogether new sub-category of washing machines by calling them unisex.

     

    Consumers recognise Lloyd more as a trustworthy air conditioner brand. So it was imperative to ensure that consumers sit up and take notice of the brand’s entry into a new category.

     

    Sunil Kukreti, Senior Partner – R K Swamy BBDO, says “The idea was to build a connect with the women by flagging the issue of men totally abdicating their contribution in washing clothes. Now Lloyd Washing Machines have made washing so easy that men will have no excuse but to lend a helping hand. The coinage of ‘Unisex’ washing machines will reinforce the message that women want men to help out.

     

    So the need was to connect with them at an emotional level. Hence it was decided to touch upon the subject in a way that almost all women would relate to it. Ankur Suman, Sr. Brand Design Director, RK Swamy BBDO, says, “The tonality of the communication had to be anything but preachy. By calling our machines Unisex, we have declared our intent and message, loud and clear without being too emotional about it. Women will love the way the brand has delivered its message.”

     

    The campaign has been extended to various media: print, digital, outdoor, on-ground activation with in-store promotions too.