MxMIndia

Tag: Marico Limited

  • Soon after World Health Day

    Saffola disrupts with print campaign

    Saffola’s latest print ad campaign got readers wake up to an oil-stained front page of multiple newspapers, across the country – The Times of India in Mumbai, Delhi, Bengaluru and Kolkata and Lokmat in Pune.

    Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “Following through on health resolutions can be very challenging. Our goal is to help the consumer walk this journey of building a healthy lifestyle, consistently. We took the unusual route of taking the message live after World Health Day, instead of on the day, catching readers in the moment and reminding them of how resolutions made on key occasions are forgotten soon after. By reaching our valued consumers where they are highly engaged and reminding them to choose Roz Ka Healthy Step repeatedly, we are committed to ensuring they don’t fall off the health-wagon.”

    Added Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas added: “Sometimes, the best contextual/topical ad is one that’s intentionally off by a few days. As Saffola believes that good health is built over time, we deliberately stayed quiet on that single day dedicated to health, World Health Day. We released our creative a few days later to remind people that real victory lies in sustained, consistent actions. And in today’s digital-first world, it is deliciously contrarian to see the good ol’ newspaper pull something off that only it can.”

    Said Jolene Solanki, COO, Madison Media Ultra: “Change typically occurs when conversations are triggered. Saffola’s journey of nudging the consumer to take #RozKaHealthyStep is an ongoing journey, however it was important to not just nudge the consumer but to pull attention to how health takes a back seat in our lives. This campaign is an excellent example of how the right blend of creative and medium, can deliver the message contextually and with impact, leading to larger conversations amongst the target audience.”

  • Aims to build strong connect with customers

    Parachute Advansed Gold launches new campaign

    By Our Staff

     

    Marico Limited’s Parachute Advansed Gold, hair-nourishment & beauty brand, has launched a new TVC campaign -#InnBaalonMeinJaanHain.

     

    Speaking about the TVC, Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, said: “Parachute Advansed Gold is a brand that is widely trusted by its consumers. Reiterating our commitment to delivering the best product that delivers hair nourishment, this TVC emphasizes that truly beautiful hair has a life force of its own, and the unique ability of Parachute Advansed Gold to penetrate up to 10 layers deep to nourish your hair from within has been brought out. Through this simple, delightful and altogether beautiful narrative. We aim to build a stronger connect with our audience, encouraging them to embrace what is best for their hair.’’

     

  • Partha Sinha, President-Response, Bennett Coleman elected VP

    Marico CEO Saugata Gupta is new ASCI Chairman

    By Our Staff

     

    Saugata Gupta
    Saugata Gupta

    Saugata Gupta, Managing Director and Chief Executive Officer of Marico Limited, will be the new Chairman of the ASCI Board of Governors. This was announced following the board meeting that followed the 37th annual general meeting last week. Gupta’s association with ASCI spans several years; two years on the Board of Governors and four years as a special invitee on the Board of Governors.

     

    Partha Sinha, President, Response, Bennett Coleman & Company Limited, was elected Vice Chairman, and Sudhanshu Vats, Deputy Managing Director, Pidilite Industries Ltd., was appointed Honorary Treasurer.

     

    In his role as ASCI’s new Chairman, Gupta said: “Leading ASCI at this juncture is a privilege. We are in the midst of an extraordinary opportunity to reimagine what responsible advertising means and how consumers need protection in the digital age. ASCI is at the very forefront of this effort as it collaboratively shapes the industry. With the advent of the ASCI Academy, we are active architects shaping a more responsible future. Our mission is to instil the principles of self-regulation into the very heart of the creative process. I eagerly look to take further the ambition we have drawn for ourselves. With the support of my board colleagues and ASCI’s exceptional team, we are all set to raise the standards of responsible advertising.”

     

    Recalling his tenure at ASCI, the outgoing Chairman, NS Rajan said, “Leading ASCI over the past year has been an immensely fulfilling journey. I am proud that, as a collective team, we have strengthened our abilities to be ready for the future. The launch of the ASCI Academy is a significant event that I am sure will yield positive results.

     

  • Created by MYO creative agency

    Mediker rolls out brand film

    By Our Staff

     

    Mediker, an anti-lice treatment brand from Marico has launched its new communication campaign – “Mediker On Juey Gone!”

     

    Commenting on the importance of Mediker in the current context, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, said: “Mediker’s new TVC encapsulates our commitment to providing effective solutions that address real-life challenges faced by our consumers Powered by 100% Natural Actives of Coconut and Neem, Mediker promises to solve the persistent issue of lice by breaking the life cycle from within thereby bolstering children’s self-assurance and overall well-being, something that is very important to every parent. We are thrilled to introduce this powerful solution that helps assure parents of their children’s well-being and nurtures healthy hair”.

     

    Speaking on the brand film, Deepa Geethakrishnan, Founder MYO creative agency added: “In a functional problem solution category, the big creative challenge was to demonstrate the expertise of Mediker while keeping the story authentic and something the mothers can instantly relate to, but with a smile”.

     

  • The TVC will make its debut in Tamil Nadu and Karnataka. With its engaging storyline and relatable characters, the TVC promises to resonate deeply with its intended audience

    Parachute Advansed launches a new TVC

    By Our Staff

     

    Parachute Advansed, the hair oil brand owned by Marico Limited, gas launched a new TVC to announce the brand’s latest innovation in hair care – Parachute Advansed Sampoorna Hair Oil.

     

    Said Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, on the TVC launch: “At Marico, we take immense pride in creating products that truly make a difference in people’s lives. The introduction of Parachute Advansed Sampoorna stands as a significant milestone in our hair care portfolio. In today’s fast-paced lifestyle, hair needs that ‘Extra Care’ to stay beautiful and healthy, and that’s exactly what Parachute Advansed Sampoorna provides by combining the nourishing power of Coconut with five exceptional herbs – Amla, Hibiscus, Aloe vera, Methi, and Curry Leaves. Through the powerful yet emotional narrative in the TVC, we aim to resonate with audiences, encouraging them to experience “Parachute Advansed Sanmpoorna to deliver hair that’s thick & long”.

     

    The TVC will make its debut in Tamil Nadu and Karnataka. With its engaging storyline and relatable characters, the TVC promises to resonate deeply with its intended audience.

     

  • Campaign created by Mullen Lintas

    Saffola initiates health movement for under 40

    By Our Staff

     

    Saffola Food Products has launched the Saffola ‘40 under 40’ campaign. This movement is aimed at inspiring young Indians to prioritise their health.

     

    Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “There is an increasing trend of young Indians falling prey to lifestyle diseases; In a young country like India, this trend is deeply concerning. Saffola has always focussed on a healthy lifestyle and as a thought leader in that space we believe it is our responsibility to encourage young India to eat better and live healthier. Through the 40 under 40 campaign, Saffola in partnership with the Times Of India is attempting to bring about a sustainable habit change which can better our consumers life. We believe in today’s hectic day and age, earning the consumers attention requires sustained effort and engagement which we will attempt to build using a multi-touch point model to bring the campaign alive. The Saffola 40 under 40 campaign is spearheading the cause of inspiring India to take health seriously by participating on a health journey with 40 young achievers under 40 years, who will take India on a journey towards better health by adopting Roz Ka Healthy Step.”

     

    Added Jolene Fernandes Solanki, Chief Operating Officer, Madison Media: “Taking a note of the rising incidences of lifestyle diseases amongst young people; together with Saffola, we at Madison Media take pride in creating this health journey with 40 young achievers and their followers across India. Saffola has always been at the forefront of promoting a healthy lifestyle, and through this campaign it attempts to make a change and bring forth the focus on healthier living. Backed by months of conceptualising and strategic excellence, along with all the stakeholders we look forward to driving and promoting the health journey for the upcoming days.”

     

    Said Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas: “While the world (rightly) celebrates professional young achievers, we wanted to encourage all Indians to think deeply about another kind of achievement: good health. Saffola ’40 under 40’ Roz ka Healthy Step is a social-first, interactive campaign that recruits 40 influencers under the age of 40 as real, fallible brand ambassadors, to inspire the rest of us towards taking that decisive first (and second, and third) step towards mindfully healthy living.”

     

  • Highlights the power of hairstyling in setting the right vibe

    Set Wet unveils new TVC

    By Our Staff

     

    Set Wet, the men’s grooming brand from the house of Marico, has launched a new TVC that aims at putting hairstyling at the forefront of the grooming ritual

     

    Speaking about the new campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, said: “As a leader in the hair styling category, Set Wet has always led the hair styling conversations amongst the youth of India and adapted to the changing trends. The new campaign #ApniHairStyleHiApniVibeHai therefore speaks to the Gen Z consumer about the importance of hair styling as a key part of their grooming regime. Through the various legs of the campaign, Set Wet will continue to establish and emphasise this key message and actively engage with the target consumer through innovative marketing activations across touchpoints, where the consumer is already actively engaged.”

     

  • Partnered by Madison Media Ultra and Team WPP

    Parachute Advansed Gold ‘Interrupts’ Zee with campaign

    By Our Staff

     

    Marico Limited’s Parachute Advansed Gold, a contemporary hair-nourishment & beauty brand, is shaking up the traditional approach to marketing campaigns and breaking through the clutter with Contextual Interruption Marketing. Through the brand’s latest campaign #NoBaalBanka, Parachute Advansed Gold in partnership with Madison Media Ultra and Team WPP, aims to capture the impact summer heat has on hair and how PA Gold makes sure hair stays nourished and protected during this heat.

     

    With an aim to effectively grab their consumers’ attention, Parachute Advansed Gold has used disruptive, contextual marketing across leading consumer interest platforms – ZeeTV, Zee5 and YouTube.

     

    Sharing her insights on this disruptive campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “Over time, Parachute Advansed Gold has built a strong, trusting bond with its consumers through effective communication and consistent product quality. Our latest campaign for Parachute Advansed Gold #NoBaalBanka, aims to disrupt the clutter of summer campaigns with a strong, contextually placed message to surprise and connect with our consumers when they are highly engaged. This, we believe will help us establish a genuine connection while leaving a lasting impact.”

     

    Jolene Fernandes Solanki, Chief Operating Officer, Madison Media Ultra added: “At our agency, we are constantly seeking innovative ways to break through the clutter and engage audiences effectively. The #NoBaalBanka campaign for Parachute Advansed Gold showcases our expertise in Contextual Interruption Marketing, creating disruption during the summer season. By integrating the brand seamlessly into popular serials both on TV /OTT and through trending YouTube videos. We have successfully connected with the target audience. We are proud to have collaborated with Marico & Zee on this unique and engaging campaign.”

     

    Speaking on the interruption Ashish Sehgal, Chief Growth Officer, Zee Entertainment Enterprises Limited said: “As a pioneer in the Indian media landscape, Zee has always been at the forefront in delivering innovative advertising solutions for its esteemed clients. We are delighted to partner with Marico for its #NoBaalBanka campaign leveraging a unique Contextual Interruption Marketing format on Zee TV and Zee5. This is a first of its kind solution on Zee TV making it a very special campaign indeed. I’m excited to team up with Marico on this unique campaign which is sure to resonate deeply with the audience.”

     

  • Ropes in TV celebrities for a Karara Jawaab moment

    Marico Saffola Masala Oats partners with Zee5

    By Our Staff

     

    Marico Limited’s Saffola Masala Oats has announced its exciting new ‘Munchy Cravings Ka Karara Jawaab’ campaign to promote its Karara Crunch variant. The latest campaign in association with Zee5 revolves around TV celebrities and their ‘Karara Jawaabs’. The campaign features TV female leads Shweta Tiwari from Main Hoon Aparajita, Aishwarya Khare from Bhagya Lakshmi, Aditi Sharma from Rab Se Hai Dua, Ashi Singh from Meet and Twinkle Vasisth from Kundali Bhagya.

     

    The collaboration will see all 5 leading ladies go live with their dynamic video bytes that will be featured on the ZEE5’s – ‘latest and Free Shows’ playlist through in-app integrations.

     

    Gaurav Kanwal, Chief Revenue Officer – ZEE5, South Asia said: “We are happy to partner with Saffola Masala Oats for this new campaign ‘Munchy Cravings Ka Karara Jawaab’ and devise a full funnel marketing strategy across categories. With a content first approach and a strong presence across 190+ countries, it has been our endeavour to enable brands build a stronger presence and drive impact across markets. The team at ZEE5/Zee Brand Works has created a series of fun and engaging content with the leading television stars for the campaign.  We will continue to evolve and innovate to provide our clientele with cutting-edge opportunities to build brand saliency and consumer engagement.”

     

    Added Sanjay Mishra, COO- India & CEO – New Business, Marico Ltd: “We are absolutely ecstatic to partner with ZEE5 and bring to our consumers a campaign with witty answers and a wholesome snacking experience. Through this collaboration, we aim to reach a wider audience and appeal to them with the irresistible crunch of our Karara Crunch range while delivering quirky content. The partnership between Saffola Masala Oats Karara Crunch and ZEE5 is a testament to both the brand’s commitment to enhance consumer experiences and ensure that every snacking moment becomes a delightful experience.”

     

  • Campaign created by Ogilvy

    Livon launches a self-check guide for breast cancer

    By Our Staff

     

    Livon, a hair serum brand from Marico Limited, has released a self-check guide to prevent breast cancer. The 40-second video with the hashtag #KeepAbreastAndLivon, the brand urges women to check for breast cancer every month in an effort to beat the disease.

     

    Notes a communique: “Livon has partnered with Dr. Lakshmi Sukumaran, a breast cancer survivor herself, to guide followers in the right way to self-check. Conceptualised and executed by Ogilvy’s Content Force, the  video emphasises the importance of self-check for every woman.”

     

  • Campaign created by WPP advertising agency

    Marico launches special Parachute packs as tribute to farmers

    By Our Staff

     

    Marico Limited’s flagship initiative – Parachute Kalpavriksha Foundation launched a multi-pronged campaign to pay tribute to India’s farming communities by celebrating their spirit of growth.

     

    Speaking on the campaign, Koshy George, Chief Marketing Officer, Marico Limited, said: “Marico has always believed in rearing brands with purpose as our core strategy. This campaign, under Parachute Kalpavriksha Foundation is dedicated to the country’s farmers. The unique limited-edition packs will act as a platform to acknowledge their consistent contribution to the society and give a glimpse of their life to the people. The objective is to appreciate and highlight how every farmer rises above their circumstances to feed the people. Our brands have always led the way with authenticity, this campaign is yet another way to create deeper connections in the communities to understand and support them at the ground level. Thus, trying to make a difference in their lives significantly”

     

    Added Rohit Devgun – ECD Team @ WPP added: “The Parachute Kalpavriksha Foundation campaign is dedicated to our nation’s farmers. The film is a tribute to the ones who form the backbone of our agriculture-oriented economy. It tells you the untold story of those who rise above their circumstances every day and work hard towards feeding a growing nation. The special limited-edition pack design with real farmer stories serves as a platform to highlight their ongoing contributions to society and provide a window into their lives for us.”

     

  • Pushes for prevention and for helping industry "get it right" under new

    NS Rajan takes charge at ASCI

    By Our Staff

     

    Public relations veteran NS Rajan has been unanimously elected Chairman of the Board of Governors of industry self-regulator Advertising Standards Council of India (ASCI). Rajan was earlier Founder and Managing Director of Ketchum Sampark, an Omnicom Group Company, and is currently Director, August One Partners LLP.

     

    Saugata Gupta, Managing Director & CEO, Marico Limited, was elected Vice-Chairman, while Shashidhar Sinha, Chief Executive Officer at IPG Mediabrands India, was appointed Honorary Treasurer. Subhash Kamath, the outgoing chairman, will now be a part of the Consultative Committee of the board, which, among other activities, mentors the new initiatives of the organisation. Virat Tandon, Group CEO of Lintas India, and Arun Srinivas, Director, GMS India (Meta), were newly inducted onto the board at the same meeting.

     

    Talking about his new role as the ASCI Chairman, Rajan said: “It is indeed a privilege to take up the role of ASCI Chairman. Our thought leadership initiatives, industry reports and ASCI Academy are important pillars of taking ASCI ahead into the future. I am looking forward to advancing the agenda of the Council to rapidly increase ASCI awareness among consumers so that they engage more readily and in greater numbers, voicing their concerns, anxieties, and questions about what they experience in the form of thousands of ads per day. That number, on average, in India is anywhere between 7000-10000 ads per day! I would also focus on ASCI’s efforts more towards prevention, in addition to the robust corrective mechanisms we have built over the decades. This we would do by using the several initiatives already in play – whether advice, guidance, training, or self-regulation.The third pillar would be to keep ahead of the fast-expanding and fractionalising digital domain to ensure that responsible advertising principles are followed equally across all media and consumer engagements by advertising in every form. A lot has been done by ASCI over the last several years, and I am committed to seeing that the momentum generated by all past efforts is kept alive or even pushed forward with greater speed.”

     

    A key initiative announced at the AGM by the Kamath, the outgoing chairman, was the soon-to-be-launched ASCI Academy for training and awareness creation of various stakeholders in the prevention of objectionable ads.

     

    Speaking about his two-term tenure as ASCI Chairman, Kamath said: “The past two years have been truly transformational for ASCI. Our vision of making ASCI more future-ready by taking on the challenges of a digital world and a fast-changing communication landscape, and by adding value to the industry through more agility, responsiveness, services, and thought leadership, has started showing results. I’m sure ASCI will continue to grow from strength to strength in the coming years. It’s been a privilege to serve as its chairman and I thank the board, the CCC members and the wonderful secretariat team for making it possible.”