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Tag: Madhuri Dixit

  • The TVC has been conceptualised by McCann Worldgroup India

    Madhuri Dixit advocates Complan in new campaign

    By Our Staff

     

    Complan, the health food drink from Zydus Wellness Ltd, has announced a new “I’m Complan Boy-Girl” campaign featuring Madhuri Dixit and South Indian actress Sneha. In the new communication Madhuri & Sneha are highlighting criticality of Protein for growing kids.

     

    The TVC has been conceptualised by McCann Worldgroup India and will air on TV in five languages – Hindi, Marathi, Bengali Tamil and Telugu. This video will be available across all of Complan’s digital and social media platforms.

     

    Speaking about the Complan’s newly-launched campaign, Tarun Arora, CEO, Zydus Wellness, said: “Complan is an iconic brand in children’s health food drink category and contains 100% milk protein. Over the years we have highlighted to mothers the need to provide right quantity of good quality protein for full growth of kids. Madhuri and Sneha are not only known as superstars and acclaimed actresses but also as caring mothers who are completely involved in their kids’ growth and development. Because of this credibility, we decided to partner with them to help educate mothers about criticality of protein in their children’s growing years and to make the right nutritional choice, and therefore, to highlight how Complan is the superior solution to cater to this need.”

     

  • Helps launch 'Bharosa India Ka' Campaign

    Madhuri Dixit promotes Muthoot Finance

    By Our Staff

     

    Muthoot Finance has launched a new integrated marketing campaign titled ‘Bharosa India Ka’ featuring actor Madhuri Dixit, who came on board as Brand Ambassador with Muthoot Finance earlier this year.

     

    Speaking about the campaign, Alexander George Muthoot, Joint Managing Director, The Muthoot Group said: “Muthoot Finance is a diversified financial conglomerate and this TVC with Madhuri Ji brilliantly showcases some of our main loan products such as Home Loan, Personal Loan and Vehicle Loan, in addition to Gold Loans. The main idea of this campaign is to reinforce our credentials as a financial supermarket, a brand with unblemished track record and certified as India’s Most Trusted Financial Services Brand for seven years in a row by the prestigious Brand Trust Report. With 20 diversified divisions and 5850+ branches serving 2.5+ Lac customers every day, Muthoot Finance has earned the trust of crores of Indians since inception. Hence, we thought of the campaign tagline as ‘Bharosa India Ka’.”

     

    Added Abhinav Iyer, Senior General Manager – Marketing & Strategy, The Muthoot Group: “‘Muthoot Finance Loans – Bharosa India Ka’ is a special campaign for us since it is our maiden integrated marketing campaign with Madhuri Ji. The campaign features the charismatic Madhuri Ji in an exciting and visually stunning musical TV commercial that showcases our diverse product propositions across our various loan products. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy ad-campaign is choreographed and directed by the talented duo – Piyush & Shazia. Besides TV, the campaign will also be carried across print, outdoor, digital, cable and ground activation.”

     

  • To feature in upcoming ad campaigns and promotional activities

    PNG Jewellers signs Madhuri as brand ambassador again

    By Our Staff

     

    PNG Jewellers signs Madhuri Dixit as its brand ambassador again for the next two years. Dixit will feature in PNG Jewellers’ upcoming advertising campaigns, social media content, and other brand promotional activities, starting with the Gudhi Padwa campaign.

     

    Said Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers: “We are delighted to have Madhuri Dixit as our brand ambassador, and we look forward to working with her over the next two years. Our association with Madhuri goes back a long way. She and her family have been our customers for many years. She is still India’s sweetheart and a dancing diva beyond competition. Her values are aligned to ours as well. This association will help us to strengthen our brand’s image and consolidate our position in the Indian and global jewellery market. Her presence in our ecosystem is an invaluable asset as we move into the next phase of growth. PNG Jewellers will be launching at least 5 more stores in the next financial year.”

     

  • To promote their newest brand Zirconia Crowns and Bridges

    Madhuri Dixit roped in as Brand Ambassador for Illusion Dental Lab

    By Our Staff

     

    Illusion Dental Lab has roped in ace Bollywood actress Madhuri Dixit Nene as the brand ambassador for Illusion Zirconia. Illusion Zirconia, the newest brand from the house of Illusion Dental Lab is formulated to primarily focus on Zirconia Crowns and Bridges.

     

    Speaking about the appointment of the brand ambassador, Sameer Merchant, CEO of Illusion Aligners & Illusion Dental Lab, said: “We are acknowledged as one of the top pioneers and innovators in the dental sector and have always presented our consumers with long-term, consistent smile solutions. Therefore, we have introduced Illusion Zirconia to raise awareness among consumers about Zirconia crowns and bridges for dental treatments. We are excited to have Madhuri Dixit Nene as the face of the brand Illusion Zirconia. As adults require a dental crown and bridge treatment more than children or teenagers, the choice of Madhuri Dixit Nene as the brand ambassador for Illusion Zirconia was based on relatability, recall and relevance. She defines the same tangent of thoughts of carrying unmatched beauty with a long-sustained career in the industry. Madhuri is a perfect testament to the Illusion Zirconia’s tagline “Beauty Bhi Mazbooti Bhi.”

     

  • Features in new TVC conceptualised by Creativeland Asia

    Madhuri is brand ambassador for Godrej Magic Handwash

    By Our Staff

     

    Godrej Magic, the personal and home hygiene brand from Godrej Consumer Products Ltd (GCPL), has announced that actor Madhuri Dixit is the brand ambassador for its Godrej Magic Handwash powder-to-liquid handwash. The brand also launched a new TVC conceptualised by Creativeland Asia that showcases Madhuri highlighting the features of this sustainably viable hygiene product.

     

    Speaking about this association, Somashree Bose, Chief Marketing Officer, Godrej Consumer Products Limited said: “Godrej Magic Handwash is a first-of-its-kind product that is a leap in innovation and sustainability in hygiene category. This product has made adopting a hygienic lifestyle easy, affordable, and fun. Godrej Magic has already taken over 1/5th of the Indian handwash market by volume. We are delighted to have Madhuri Dixit onboard the Magic brand for the journey ahead.  This brand affiliation with Madhuri will further help us penetrate deeper into the Indian market creating accessibility and promoting a germ-free India.”

     

  • Vikas Mehta is back with his weekly reviews of #AdsOnIPL as the 10-team, 74-match league took off last weekend

    Unusual is the new normal in IPL 2022

     

     

    By Vikas Mehta

     

    Vikas MehtaIt’s been an unusual 2022 so far. For Indian cricket. India lost a Test series in South Africa after an unusual first Test victory. Then we also lost the ODI series with an unusual 0-3 scoreline. Sri Lanka toured India after an unusually long interval and got beaten soundly. That I must confess was as usual. The women’s cricket team was unusually dumped out of the World Cup. But the most unusual thing has been that the IPL is happening in India and that too in front of some crowds. And the one constant or the usual is that I am back with my weekly column looking at the new ads released during IPL.

     

    The first weekend has as usual resulted in Mumbai Indians losing their first match. And many new ads. As usual, most of them have been predictable, boring and ordinary. So rather than draw up a list of all such ads and pan them, which I usually do, I thought of doing something unusual. Let me look at one brand which has through the last two-three editions of IPL produced some memorable advertising and indeed been unusual in its approach.

    Cred is a unicorn which has gained much more traction than any other new brand. With a reported revenue of around Rs 95 crore, the brand has reported a loss of about Rs 425 crore. Before you start saying that’s also unusual, let me point out that it is not, as most new age tech companies have a similar financial model. But what’s unusual about Cred is that a big chunk of its expense is towards traditional advertising. Which is not unusual as Cred has a clear grasp on its TG. Cred is talking to the credit card owners, and there are around 50 million credit cards issued in India. Most of these are the high net worth or the salaried senior management millennial. And these millennials have seen India changing in front of them. For them, India changed from Mother India to Miss World, India changed from we to I and India changed from a problem of few choices to a problem of plenty. And of course, India changed from Madhuri Dixit, Kumar Sanu, Bappi Lahiri to a new influencer every day.

    So, the nostalgia of a yesteryear superstar caught on. Then came the nostalgia of some cricketing icons. The people who were fierce competitors but gentlemen in spirit. To unleash their hidden beast was almost like a what if situation. Imagine if Dravid was not unflappable or Srinath and Prasad were actually part of a boy band. And now comes the third stage of nostalgia for the same millennials. Old iconic ads being remembered with a twist. Nostalgia has been Cred’s secret success sauce and it has hit the nail on the head with the TG.

     

    So enough of my pontificating. Did you notice the unusual Kamla Pasand ads? Why unusual? Because last year AB had very solemnly declared that he did not realise that the brand was doing surrogate advertising for a gutka or pan masala which is not good for health and now that he has been informed of the same, he is withdrawing from the campaign and returning the money to the company. I guess his cheque was postdated. For after eternity. Or is it the case of an unusual publicity stunt?

     

    And did you see the Harsha Bhogle being tortured after being kidnapped ad for some Fantasy Akhada game? The ads have a “to be continued” at the end. I am not sure who is being tortured here. Harsha or us? Incidentally, the brand did try a PR stunt. It seems Harsha was being interviewed live from home on some digital channel when he disappeared with some audio of his alluding as if he has been surprised by intruders. It did go viral with lot of fans expressing concern. Harsha finally apologised for the stunt. Going viral by hook or crook, be it the KP way or the Harsha way is not unusual now. Hey, I meant Kamla Pasand not the political discourse you have been following.

     

    It also looks like that a new Aamir Khan film is on its way. His usual PR machinery is on an overdrive with quite forgettable ads for PharmEasy and Vedantu.

     

    I will of course have no comment on the unusual Jaguar bath plus light ad which featured fully clad people in living rooms sitting on a toilet or taking a shower. Please, let’s get back to some usual ads.

     

    Vikas Mehta, a senior advertising professional, is now a strategy consultant and educator based in Dehradun. He has a considered, often contrarian view that we enjoy consuming (and contesting) on most things around him: cinema, cricket, advertising, politics and life in general. His views here are personal.

     

  • To promote product for wedding season

    Madhuri Dixit face of Ram Bandhu Pickle & Papad

    By Our Staff

     

    FMCG company Empire Spices & Foods Limited (ESFL) has launched a new TVC to promote Ram Bandhu Pickle & Papad positioning its products for the big Indian wedding feast. Madhuri Dixit-Nene has been roped in as brand ambassador.

     

    Said Umesh Rathi, Managing Director, ESFL: “The humble Indian pickle and papad is present in most Indian homes and has a very interesting story to tell about its origin, its variations, the significance of the ingredients used to make it and of course its quintessential presence in all Indian meals. This has inspired us to innovate in terms of product quality, variants and other aspects for our pickle and papad categories.”

     

    Added Bhanudas Gundkar, Marketing Head of the company: “For years, we have established our brand, and now we are attaining new heights with the face of our brand Madhuri Dixit-Nene who has stood the test of time in the past 30 years just like us. Our presence is spreading across India and this campaign will help our brand connect better with the users in both urban and rural areas.”

     

  • Highlights one of the brand’s USP, Active Copper

    Taproot brings back Madhuri for Aquaguard

    By Our Staff

     

    Taproot Dentsu has brought back the famous dadi-poti (grandmother-granddaughter) duo, both roles played by actor Madhuri Dixit. The campaign from the house of Aquaguard, highlights one of the brand’s greatest USP, Active Copper.

     

    Commenting on the campaign, Yogesh Rijhwani, Executive Creative Director, Taproot Dentsu, Mumbai said: “Having created the character of dadi who appears meek but is actually sassy, we stayed true to her persona in this leg of the campaign too. Knowing that consumers find this Madhuri duo synonymous with Aquaguard, especially the copper variant, gave us the liberty to take the narrative forward and let dadi do the talking.”

     

    Added Sameer Wanchoo, CMO, Eureka Forbes: “Consumers today seek the benefits of traditional wisdom like drinking from copper vessels, and we at Eureka Forbes have ensured that we offer the same in the most convenient way. Our Active Copper product range has managed to drive consumer preference and we have witnessed a significant rise in market share. Additionally, the characters of dadi and poti played by our brand ambassador Madhuri Dixit have been loved and have generated high recall. The new TVC continues our journey to revolutionize the drinking habits of our consumers.”

     

  • To endorse the company’s wide range of products

    Madhuri Dixit roped in as face of Moksh Agarbatti

    By Our Staff

     

    Moksh Agarbatti, manufacturers of incense sticks, has roped in Madhuri Dixit Nene as its brand ambassador. She will endorse the company’s wide range of products.

     

    Speaking of the association Anand Kumar Ashiya, CEO, Moksh Agarbatti said: “Moksh Agarbatti is an iconic brand with a rich history of more than two decades of trust and fragrant leadership in the Indian Agarbatti market. We are now proud to have Madhuri Dixit Nene as the brand ambassador of Moksh Agarbatti. She is a renowned Bollywood star who complements our brand values. Through this association, we want to spread awareness about the benefits of using fragrant and quality incense in one’s prayers. Your prayers are uninterrupted with superior quality incense. We use the purest ingredients and raw materials to give you superior quality incense sticks. All the incense sticks manufactured go through a rigorous quality check to ensure every incense stick burns uninterrupted. Our products are made with the highest global quality standards with user-friendly packaging.”

     

  • Brand Ambassador Madhuri Dixit endorses Intex's fully-automatic Washing Machine

    Madhuri extends her glam to Intex Washing Machines as brand ambassador

    By A Correspondent

     

    Intex Technologies has unveiled its first TVC for its fully-automatic washing machine featuring recently signed brand ambassador, Bollywood actress Madhuri Dixit. The 20-seconds TVC will be broadcast pan-India across all major GECs, news channels and regional broadcasts.

     

    Keeping in line with the company’s business strategy, the month long On-Air TVC will cover the Hindi heartland featuring in more than 25 key TV channels like Star Plus, Colors, Zee TV, Sony, Aaj Tak, Zee News etc. The regional outreach includes Southern and Western Indian market. The campaign will also feature in major women magazines and shown in cinema halls covering more than 30 cities.

     

    “We are delighted to have Madhuri Dixit as the brand ambassador and the new TVC for our fully-automatic washing machine targets women who want smart washing in less time. Intex has always received phenomenal response for its products and we are confident with Madhuri endorsing our innovative product, it would further enhance our consumer connect,” stated Keshav Bansal, Director, Intex Technologies.

     

    Intex had recently signed film actress Madhuri Dixit as its brand ambassador for Refrigerators and Washing Machines. The actress has been signed for a period of two years, during which, she will be seen in the company’s TV commercials besides being the face of the company for a series of brand promotions and activations.

     

    Intex has been present in the washing machine segment since 2014 with a range of semi-automatic machines and washers. It has now added the all new fully automatic top-loading washing machine to its portfolio.

  • The film actor will endorse new range of Washing Machines and Refrigerators

    Madhuri to promote brand Intex as its new ambassador

    By A Correspondent

     

    Intex Technologies has announced Madhuri Dixit as its brand ambassador for its new range of consumer durable products. The superstar will endorse the new range, which are the latest additions to the already diverse portfolio of Intex’s consumer durable products.

     

    The actor has been signed for a period of two years. During this period, Madhuri will be seen in the company’s television commercials besides being the face of the company for a series of brand promotions and activations.

     

    “Madhuri is one of the finest actors in the country who is known for her commitment and excellence in whatever she does. Her innovative approach towards her work is defined by perfection and style. She is the perfect blend of talent, style and timeless appeal that compliments the legacy of our brand and the product portfolio. We are confident that her tremendous connect with the audience will help us in reaching out to our consumers more effectively,” stated Keshav Bansal, Director, Intex Technologies.

     

    Speaking about the association, Madhuri Dixit, said, “It gives me immense pleasure to be associated with Intex Technologies, a brand which is committed to provide stylish and best-in-class products to its consumers at competitive prices. I look forward to being a part of brand Intex and its fascinating growth journey in the country.”

     

    Intex Technologies is a 20 year old brand that has grown steadily through the years by providing innovative products and services to consumers across a wide spectrum. The company is present in categories including smartphones, feature phones, wearables, LED Televisions, washing machines, multi-media speakers, IT peripherals and mobile accessories.

     

  • Celebrities too applying self-censorship rather than going about signing up endorsements recklessly in what tends to become a rat race between them, writes Shailesh Kapoor

    Shailesh Kapoor: Celebrity Endorsement Pangs and the Kangana Solution

    By Shailesh Kapoor

     

    It’s been the week of the Maggi fiasco, the discussions around which have been laced with more humour than anger or fear. While the real issue, of whether Maggi noodles are safe to consume or not, is still being investigated, someone’s fertile imagination propped up an entirely fringe element in this controversy – that of celebrity endorsers being held liable if the brand they endorse breaches standards of safety or ethics.

     

    The topic is of immense interest to me, given that a part of our work involves understanding popularity and imagery of celebrities, and its impact on the brands they endorse. If I had to summarise five years of collective learning on the topic: The top 15-20 celebrities in the country bring genuine value to brands they endorse (subject to threshold creative executions), and a long-tail of dozens of other celebrities get endorsements, because these brands cannot afford the Top 20, but add no real value to their brands at all.

     

    On an average, a topline celebrity endorses about 4-5 brands at any point of time. That would mean that about 100 topline endorsements are being advertised at any time. Add to that co-branded associations with film, in-film placements, IPL and other sporting leagues-led endorsements, fringe celebrities, etc. and the count would cross 300.

     

    Much as I have tried to objectively understand how celebrities could be held accountable for the conduct of brands they endorse, I have made little headway. If Madhuri Dixit signs a contract with Nestle to endorse Maggi on defined commercial terms, and the contract explicitly states that the brand will be responsible if Maggi is found to be lying to its consumers (or some such articulation), it should be Madhuri Dixit who should be contemplating a lawsuit against Nestle for tarnishing her image.

     

    What did we expect her to do? Take Maggi noodle packets to Government labs herself and get them tested? If a product is on the shelf, it is deemed to have passed all the statutory tests of safety. And if it is indeed found to be unsafe later, the testing authorities (Food Safety &Standards Authority of India in this case) and the brand itself must be accountable in an investigation that may reveal huge lacuna in some of the testing processes, not to speak of the potential corruption that could exist.

     

    Celebrities have been soft targets for years now. While we should be critical of celebrities making insensitive comments in their attempts to show solidarity towards co-celebrities who were found to be on the wrong side of the law, we should be equally critical of (mostly) fringe groups that exploit celebrities as soft targets, sometimes for fame, sometimes out of jealousy, sometimes out of plain stupidity.

     

    The celebrity endorsement market has its own set of challenges. Things are far from perfect there. For me, the big story from this market over the last month was when Kangana Ranaut revealed that she has refused fairness cream endorsements and went on to explain her stand: “People tell me that I don’t know English but they should know what is acceptable and what is not. You are pale, you are dark, you are brown or you are black; there is nothing called fair. So stop using this humiliating word.”

     

    Much of the media industry advocates self-censorship, and celebrities too should be applying the same to their choice of brands, than going about signing up endorsements recklessly in what tends to become a rat race between them. We need many others like Ranaut to portray a more responsible and wholesome image of the celebrity fraternity. Much as that expectation is a “fair” one, lynching celebrities for just going about their work in a professional way is not cool either.