MxMIndia

Tag: Maxus ESP

  • India's first digital talent hunt for children in association with #fame

    HDFC Life launches ‘HDFC Life YoungStars’

    By A Correspondent

     

    HDFC Life has announced the launch of India’s first ever digital talent hunt for kids for categories in dancing, singing, musical instruments and comedy. This unique initiative will invite talented children between the ages 6 and 14, from across the country to participate in the competition by uploading their video on its website www.hdfclifeyoungstars.com.

     

    Keeping with HDFC Life’s digital-first focus, HDFC Life YoungStars is driven primarily on the digital medium. Right from the call for entries round, wherein one just needs to upload a video on the website, to all its following phases, to the grand finale, the entire property is digital based.  Selected contestants who make the cut will be nurtured through the course of the show in their respective fields by the mentors. Finalists from each category will then get a chance to perform with their mentors and also win various other exciting prizes.

     

    Commenting on the launch, Sanjay Tripathy, Senior Executive Vice President & Head – Marketing, Analytics, Digital & E-Commerce, HDFC Life said, “The insight for this platform came from the understanding that parents are the first to spot a child’s potential talent. Parents are always looking for ways to help nurture the talent of their children, with the hope that their child will be able to harvest his/her complete potential. HDFC Life has always partnered with parents through financial planning to help children realize their full potential and capitalize on their talents. However, as a brand we have always believed in being more than just a financial enabler. Hence, with HDFC Life YoungStars we have gone a step further and created a platform where parents can help their kids to showcase, and nurture their talents under the guidance of our four talented mentors.”

     

    Further, Shreyas Rao, Senior Vice President, #fame said, “We are glad to associate with HDFC Life, one of the most forward thinking and digitally savvy financial services brands and Maxus in this exciting new initiative. At #fame, we have pioneered several properties capitalising on the power of mobile video to discover the new wave of exciting talent. HDFC Life Young Stars is a unique platform which will give young talented kids a digital stage to showcase their skills and get recognised.”

     

    Maxus ESP, the content arm of marketing services agency Maxus, played a pivotal role in conceptualizing the property with the brand’s objectives in mind. Besides partnering the creation process the team helped find the right platform and partner in #FAME by leveraging on its understanding of the media universe. Pooja Verma, Head, Maxus ESP said, “At Maxus ESP we believe that great content created by leveraging technology can significantly enhance the consumer’s experience of a brand. HDFC Young Stars is a great example of how we help make it happen. Today, the most commonly found gadget in the country is a handheld mobile device. What better way than using something as simple as a mobile to help encourage parents from all parts of the country to participate and showcase the talent of their kids. ”

     

  • Tata Tea Premium, a market leader in Odisha, wanted to stay locally relevant to their consumer, the women and build conversations keeping them at the heart of it

    Maxus leans on ‘Narinku Dhanyabad’ for Tata Tea Premium

    By A Correspondent

     

    Maxus ESP, the entertainment, sports and content arm of global communications consultancy firm Maxus, has weaved a thought-provoking campaign for the women called ‘Narinku Dhanyabad’ for Tata Tea Premium in the Odisha market. The campaign which means “Thank the Women” is a call to the men of Odisha to thank the women and remember their silent contribution in shaping their lives.

     

    Tata Tea Premium, a market leader in Odisha, wanted to stay locally relevant to their consumer, the women and build conversations keeping them at the heart of it. Their Odiya TVC is based on a very powerful insight from the market. A research study showed that a patriarchal setup in Odisha made women feel supressed and be taken for granted.

     

    Using content as a route, the brand wanted to create conversations about local reality. They had to engage in multiple, continuous conversations with the men of Odisha. This gave birth to the “Narinku Dhanyabad” campaign. The campaign is targeted to the men of Odisha to awaken them and get them to acknowledge the importance of women in their lives.

     

    Maxus collaborated with Odiya TV network Tarang as the broadcast partner. The faces of the campaign were a few popular stars of Odiya films including Anubhav Mohanty, actor Mihir Das and Buddhaditya Mohanty. They came together to lead the change in Odiya society. They urged men to thank the women in their lives respectively for their immense contribution. The men were also targetted through campaign-centric content on OTV, Odisha’s most watched news channel.

     

    The 3 stars through their individual vignettes urged the men of Odisha to give a missed call to thank that important woman in their lives. Once the men shared the mobile number of the special woman, the woman got a call back with a heart-felt thank you message which acknowledged and respected her contribution. The voices of the stars was used to communicate with both sender and receiver.

     

    “It is extremely heartening to see the response to this campaign. We have gone live only 15 days back and already got 61% of the estimated response. This vision has been brought to life by the collaborative power of GroupM’s House of Media. We would like to thank Tata Tea Premium for taking this up and supporting such a unique yet relevant message! The marriage between the message and the medium has been successful and we hope to supercede in our expectations with this social initiative!” said Pooja Verma, Head, Maxus ESP.

     

    Informing about the integration, Rishi Chadha, Head – Tea Marketing, Tata Global Beverages said, “Tata Tea Premium has been a brand loved and respected by the people of Odisha for over thirty years, making it the market leader in tea category in the state. We at Tata Global Beverages, have always been instrumental in creating a positive social impact. Building further on our iconic Jaago Re property which stands for social awakening, ‘Narinku Dhanyabad’ campaign was conceived in partnership with Maxus ESP to enable the men of Odisha thank the most important women in their lives. At TGB, we strive effortlessly to be increasingly relevant to women whom we consider to be the most integral section of our consumer group and this is our way of giving something back to all of them who truly form the backbone of the society. For the first time, a brand has embarked upon a mega 360 degree activation in the state to truly engage with the people of Odisha. Maxus ESP has spearheaded this campaign from conception to execution, bringing the most important media partners and celebrities on board, making it a roaring success. We now have a sustainable media property to engage with our consumers in Odisha.”

     

  • The entertainment, sports and content arm of media agency Maxus delivered an association of the forthcoming film Bajirao Mastani's period drama essence with the Blenders Pride Fashion Tour 2015

    Maxus ESP gets showcases ‘Bajirao Mastani’ designers at Blenders Pride shows

    By A Correspondent

     

    Maxus ESP, the entertainment, sports and content arm of media agency Maxus, delivered an association of the forthcoming film Bajirao Mastani’s period drama essence with the popular Blenders Pride Fashion Tour 2015.

     

    “Maxus ESP is committed to creating storytelling opportunities for brands beyond conventional engagements. A compelling story, if married with the right attributes of a brand has the ability to create strong resonance with viewers/consumers,” said Rahul Dua, Creative Director, Maxus ESP.

     

    Said Raja Banerji, Assistant Vice President, Pernod Ricard India: “The right associations can exponentially multiply the power of communication. The timeless epic, whose legacy has stayed with us for years, found a natural blend of creative inspiration in the Blenders Pride Fashion Tour, a name that has come to epitomize style and good taste. We are thankful to Maxus ESP, our media partners, for helping us achieve our objectives.”

     

  • Culture Machine'sBeing Indian has been roped in to turbo charge theVodafone 3G Campaign with viral content for greater reach

    Maxus ESP initiates project with Culture Machine for Vodafone

    By A Correspondent

     

    Maxus ESP has initiated a brand new content project partnering digital video entertainment company Culture Machine with Vodafone for its 3G campaign ‘Speed is Good’. They roped inYoutube star ‘Being Indian’ whointelligently placed them for content on fast internet in a video titled ‘Mumbai on #SpeedisGood’. This co-branded video has already garnered half a million views in a week.

     

    The Vodafone 3G campaign which was rolled out during the IPL has already struck a popular chord with the audiences looking for high speed uninterrupted internet availability.

     

    The ‘Speed is Good’ campaign aims at articulating speed with the benefit of the fastest 3G network substantiated with hard functional claims basis an analysis of OoklaSpeedtest data during the period September 2014 to February 2015. The Vodafone network was adjudged to allow 22 per cent faster download and 43 per cent faster upload experience with its 3G data network as compared to the next best operator.

     

    Shailja Saraswati, Regional Director- Content (South East Asia & South Asia), Maxus ESP said, “We are looking to amplify the connection between speed and Vodafone through digital content to bring out the concept of ‘Speed is Good’. Given the popularity of the YouTube sensation—Being Indian, we have designed the campaign to reach out to a wider audience. It must be mentioned that we also collaborated with BIG FM and helped to create the “SPEED IS GOOD” philosophy using the programming framework of the radio station. There was a spike in participation when the radio campaign went live and it was attributed as one of the many factors for success. With the campaign now taking a digital course, the Vodafone 3G SPEED IS GOOD Campaign is all set to capture more hearts”.

     

    Ronita Mitra, Senior Vice-President, Brand Communications and Insights, Vodafone India added, “For Vodafone, youth is a significant component of our target audience. For this generation, their smartphones and mobile internet are their primary source of content consumption. The YouTube Stars are very popular and command a huge fan following. As part of our 360 degree campaign for Speed is Good, we co-created content with Being Indian, a very popular YouTube channel to connect with the Youth.”

     

  • Maxus decided to co-create integrated branded content with Maa TV

    Maxus devises new campaign for Tanishq

    By A Correspondent

     

    Maxus has joined hands with Tanishq to capture the Southern market as the must-have jewellery brand for weddings through their innovative campaign by integrating the brand with Maa TV.

     

    “Tanishq has an extensive range of regional wedding jewellery for all different communities – a little known fact & essential to communicate. The brand TVC does try to address this, but only that much can be said in a single TVC. The Maxus content team created a win–win association with MAA TV’s editorial team and created a coup of sorts – getting the channel’s most popular faces to create a stunning showcase of the Telegu brides’ must have Telegu jewellery pieces, assuring Andhra/Telengana women that they will get the most spectacular regional range at Tanishq. The MAA protagonist giving their assurance adds immediate believability and trust, something that would otherwise take long to create,” said Sanchayeeta Verma, South Head- Maxus India.

     

    Speaking about the initiative, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “We are delighted to be a part of this one-of-a kind initiative by Maxus in collaboration with Maa TV. Over the years, we have built a very strong bond with the Telegu community and look forward to growing our relationship by continuing to offer best-in-class jewellery. The Telegu wedding collection by Tanishq brings to life the ancient traditions of the Telegu community in true Tanishq form. We understand the importance of jewellery pieces like Vaddanam and Vanki for a Telegu bride, and are proud to showcase our wedding collection spread across traditional gold ornaments to deck the bride in her finest.”

     

    The campaign saw strong soap actors who are the biggest decision influencers in the Andhra Pradesh and Telangana market coming on board. Furthermore Maxus Bangalore decided to co-create integrated branded content with Maa TV.

     

    As a part of the integrated brand campaign Maxus ESP along with Maa TV selected the three most popular faces of Maa TV-Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga)  and Meghna (Sasirekha Parinayam).

     

    In the TVC, the three ladies adorn the traditional Telugu bridal jewellery by Tanishq. Each jewellery piece, which is a Telugu bride’s most faithful companion, is showcased and the craftsmanship is brought out.

     

  • The thought-provoking initiative devised by Maxus ESP for Vodafone India, highlighted some of the most exciting emerging business ventures

    Maxus creates special innovation platform for Vodafone

    By A Correspondent

     

    When the seeds for a successful business venture are sown, it takes a great amount of passion and the right opportunities for it to become prosperous. Devising a fresh media gratification marketing plan for its client Vodafone, Maxus has endeavored to assimilate special branded content and programming, along with a consolidated promotion package, in order to reach out to the right audience at a phenomenal scale.

     

    The thought-provoking initiative devised by Maxus ESP for Vodafone India, highlighted some of the most exciting emerging business ventures, where entrepreneurs attempted, in a pitch-perfect platform, to emphasize their position on reasons why Vodafone should provide them with a strong media and consultancy backing. And the prize? The top ten list featured on India’s biggest business news channel, CNBC-TV18, the prestigious Forbes India magazine, business tabloid Mint and the online business portal moneycontrol.com.

     

    Providing details of the same, Shailja Vohra, National Director, Maxus ESP informed, “Vodafone has partnered with Maxus ESP to devise and implement  the content strategy campaign which began with a CALL FOR ENTRY Stage promoted on Mint, Forbes, CNBC-TV18, Moneycontrol.com and the strong Social Media assets of the TV18 group. At the same time, India’s most well-known business news anchor, Shereen Bhan, is the face of this strategic campaign and is showcased in the CFE promos.”

     

    “The content extended across digital, on-air and in-show branding. This unique initiative also proved that our business acumen lies in delivering the best, for our esteemed client” she added.

     

  • Maxus ESP has partnered with Wizcraft for 'Farah Ki Dawaat' and devised a complete and robust marketing plan

    Maxus partners Wizcraft for ‘Farah ki Daawat’

    By A Correspondent

     

    ‘Farah ki Daawat’, a television offering hosted by film-maker and choreographer Farah Khan, has brought to the fore memories about food and anecdotes of A list celebrities from different walks of life. Featuring well-known personalities like Abhishek Bachchan, Alia Bhatt, Anushka Sharma, Boman Irani, Sonu Sood, Sajid Khan, Riteish Deshmukh among others, and created and produced by Wizcraft Television, the show features celebrities using their trusted cooking companion- Mahakosh Cooking Oils, as they tantalize viewer’s palates and share stories from their kitchens.

     

    For the show, Maxus ESP has partnered with Wizcraft for ‘Farah Ki Dawaat’ and devised a complete and robust marketing plan that will create a powerful engagement for Mahakosh Cooking Oils brand as the film industry’s ultimate foodie. Farah Khan takes over the mantle of a celebrity chef to showcase nuances of her personality which have never been seen before.

     

    Talking about this association, Shailja Vohra- National Director, Maxus ESP said, “Mahakosh Cooking Oils has India’s most successful actor Madhuri Dixit as the brand ambassador. To take the brand stories ahead, we decided to partner with Farah Ki Dawat and get more Bollywood celebrities to share their secret recipes and culinary skills. The perfect cooking show platform was developed which challenges the culinary skills of Bollywood celebrities hosted by the versatile Farah Khan in her signature style. Mahakosh’s association with ‘Farah Ki Dawat’ on Colors is an example of how content can take center stage and showcases how Maxus ESP is able to get content in the center of communication planning. This unique initiative also proves that our business acumen very well lies in delivering the best for our esteemed clients.  The partnership proves how large and premium brands such as Mahakosh Cooking Oil have instilled their continued faith in Maxus which has been able to deliver robust and triumphant strategies. This campaign is an extension of that as over the next four months we have lined up a host of innovations.”

     

    With the aim to indulge the audience, a mega content rollout plan is conceptualized by Maxus ESP for Mahakosh Cooking Oils, which includes specially created TV vignettes, print ads, a well compiled recipe book, along with consumer contest and product seeding with India’s top celebrities, among other things. This show is also being aggressively promoted on social media platforms and a variety of recipes will soon be uploaded on ‘Farah Ki Daawat’ YouTube channel, and an on-air contest too is part of the blitzkrieg marketing plan. A promo video for the contest with Farah Khan has also being filmed.

     

  • Maxus devises a post-event content strategy for the established on ground event for greater amplification, reach and positioning

    Maxus successfully executes Blenders Pride fashion Tour

    By A Correspondent

     

    The Blenders Pride Fashion Tour has been synonymous with Indian fashion and style circuit for close to a decade now, this year particularly, the premium on ground property not just saw a massive on-ground swell but was also highly successful in increasing its fan base. Maxus through its award winning creative team came up with a post-event content strategy which managed to devise a premiere show format out of the established on ground event and transform it into interesting content.  Maxus successfully developed a four-part TV series that was aired on Star World capturing the brand message, ideas and glimpses into the on-ground event. The comprehensive campaign was able to victoriously integrate the brand’s positioning via the juicy content of the tours and took it from just a few cities and limited audience to people’s home now. The show had reached 36 million viewers through long and short format.

     

    Titled ‘Taste Life in Style’, the show became a platform where people with stylish personas decoded their individual sense of styles and professional lives, set against the backdrop of the Blender Pride Fashion Tour events. Each of the four stylish personalities brought to the show a unique flavour of a world which reflected their head strong attitude to life, their sense of style, the spaces they occupy and designs they create.

     

    Some of the many guests who got featured include big designer names such as Neeta Lulla, Rocky S, Namrata Joshipura, and Gaurav Gupta. Noted musicians like Midival Punditz, Karsh Kale, Ashvin & Ash, Anushka Manchanda too were featured at the tour. A varied mix of speakers like Boman Irani, Chetan Bhagat, Wasim Akram and Irrfan Khan were part of the same.  The star line up also included guests such as Gautam Singhania, Adhuna Akhtar, Nagesh Kukunoor and Vikas Khanna.

     

    Raja Banerji, Assistant Vice President at Pernod Ricard India, said India’s most future ready media company elevated the renowned and stylish Blenders Pride Fashion Tour to newer heights. “In our commitment towards our fans we have always strived to evolve and provide them the best that we have to offer. Our belief in Maxus to devise the most compelling content plan for the Blenders Pride Fashion Tour this year definitely helped, as through their efforts we reached an astonishing 36 million people, through long and short formats. We would definitely like to congratulate the team at Maxus and look forward to future associations.”

     

    Through the shows a large number of people would be able to get a glimpse of the renowned celebrities into their personal spaces and lives, and witness how style gets blended into their world. The Blenders Pride Fashion Tour thus is set in this context, decoding the true meaning of style through a myriad of varied perceptions.

     

    Speaking on the favourable outcome of the campaign Maxus ESP national director Shailja Vohra said, “The Blenders Pride Fashion Tour is one the most focal points in the Indian Fashion sphere and are our esteemed clients. Blenders Pride wanted to be associated with style as a positioning and with celebrities that represented its core values. Our content strategy helped them achieve just that and the essence of our role was in helping Blender’s take an established on ground event and turn it into riveting content that was sustainable, interactive and most important integrated!”

     

  • Maxus ESP executes an innovative and integrated consumer campaign for FIAT Avventura

    Maxus ESP executes new content campaign for Fiat

    By A Correspondent

     

    Maxus ESP conceptualized and executed a national campaign for FIAT’s Avventura, the first contemporary urban vehicle (CUV), which has garnered significant buzz in its pre-launch phase. Avventura is targeted at people who want to break free from their routine life and explore life through adventure, passion and feel alive.

     

    The campaign line -‘Boring is Dead.. It’s time to live alive with Fiat Avventura’ from the brand brief was worked upon to create an engaging content campaign. The team used radio and digital platforms to create maximum noise and amplification for the brand. The campaign urges people to move out of their mundane life and do more adventurous and fun activities. FIAT will help fulfill the best ideas in people’s bucket list. This is one of the biggest content campaigns for FIAT in India till date. Within three days of release, over 1000 entries have poured in.

     

    Fiat Avventura is a CUV (Contemporary Urban Vehicle) that is positioned as a vehicle for active lifestyle. Keeping this brand imagery in mind, Maxus ESP crafted a contest that is running on radio and digital with noted television anchor and actor Gauahar Khan as the face of the campaign.

     

    A three part series of “call to entry” videos that captures these elements has been released digitally. The first promo with Gauahar shows her getting bored in traffic and then cuts to enjoying her drive in the Fiat Avventura. In the second one, Gauahar is bored watching TV shows and then she takes her Fiat Avventura and goes mountain biking. In the third promo Gauahar is bored at work in the office and later shown kayaking. Through an interesting content led tie up with Radio City, the proposition of “Boring is Dead” is also ported via Radio Spots, Time checks and Traffic Updates. The radio campaign is very high on engagement as Radio City Rjs are interacting with listeners daily and encouraging them to share their Live Alive experiences. Apart from listeners, Gauahar Khan is also sharing her Live Alive experiences with the RJs, encouraging listeners to Live Alive. Fiat and Gauahar would be using their social assets (twitter/banners/websites) to promote the activity.

     

    Shailja Vohra

    “The brand wanted us to capture the essence of the product and reach out to our target audience at multiple levels. The campaign was designed to build a category that resonates with adventure, fun and fulfilling your desire. We tapped into the power of radio and digital to reach our audiences and the results have been extremely encouraging,” said Shailja Vohra, Head Maxus ESP, India