MxMIndia

Tag: Metal Communications

  • The news came as a shocker to family and friends given its suddenness

    Kurien Mathews passes away

    By Our Staff

     

    Senior advertising professional and entrepreneur Kurien Mathews passed away in Mumbai on Thursday. The news came as a shocker to family and friends given its suddenness.

     

    With over three-and-a-half decades building brands, Kurien has had a deep interest in digital marketing, brand strategy, creative, content and, more recently, organic food. At the time of his passing, Kurien was Chairman and Managing Director at Metal Communications, Director, Rage Communications and Director, Conscious Food.

     

    According to a profile on LinkedIn, he has helped build (and in some cases ushered in their India entry) brands like Sony, Nivea, Limca, Amul, Frooti, Samsonite, Platinum Guild, Bajaj Allianz, Electrolux, BPL Mobile, CNBC, Malayala Manorama, Yamaha, IndianOil Servo, Medimix, Dainik Bhaskar, Fortis, among many others.

     

    Kurien’s book Brands Under Fire (co-authored with Ivan Arthur of JWT) was published by Penguin in 2008. He has served on the Managing Committee of the Advertising Agencies Association of India, AAAI Awards Jury, Trustee, Citizens for Peace and as Trustee of The Subhas Ghosal Foundation.

     

    Kurien co-founded Anthem Communications in 1988, which became part of one of the world’s biggest and best agency brands, TBWA WW as TBWA\ Anthem in India. Kurien and his partners exited the Omnicom JV in 2008 handing over 100% ownership of one of India’s largest communications services groups with 350 people across 7 offices in India.

     

    Whilst at TBWA\ Kurien also helped facilitate the entry of several Omnicom brands into India like Tequila and OMD.

     

    In 2021, Kurien initiated and saw to fruition a JV between Rage Communication and ADK of Japan, leading to a 100% acquisition by 2023.

     

    He also successfully led a mid-pandemic initiative to bring investment into Conscious Food in 2020, which helped grow the company four-fold in less than 30 months, laying the ground for a Series A fund raise in mid 2024.

     

  • Metal Communications is the creative agency for brand Medimix and the creator of this latest film

    Medimix unveils brand film promoting Ayurvedic face wash

    By A Correspondent

     

    Medimix has launched its latest brand film conveying the message that Medimix Ayurvedic Face wash with six essential herbs is the right solution for protecting the skin.

     

    “We were driven by the brand’s potential to reach out to the consumers in a category that is relevant to the segment and aptly addresses the need-gap,” said Murari Srinivasa, Head Marketing & New Product Development, Cholayil Private Ltd.

     

    Metal Communications is the creative agency for brand Medimix and the creator of this latest film. Added Ambarish Ray, COO, Metal: “Together with team Cholayil, we started the process of re-crafting the Medimix brand nearly four years ago, and this the latest work to further the Nothing Better Than Natural theme”.

     

  • The account will be handled by the agency's Mumbai branch

    Metal wins mandate of Medimix Soap

    By A Correspondent

     

    Metal Communication has been appointed as the creative AoR for India’s largest selling ayurvedic soap and personal care brand Medimix, the flagship brand of Cholayil Pvt. Ltd. The account will be handled by the agency’s Mumbai branch.

     

    Metal Communication will provide brand positioning and advertising support for the brand. The scope of the assignment will cover TV, print, digital, video and out-of-home. Medimix has a range of products under its umbrella including soap in four variants, face wash, talc, with a slew of new launches being planned in the year ahead.

     

    Commenting on this development, VS Pradeep, Managing Director, Cholayil Pvt. Ltd. said, “Given our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Metal Communications. We liked their breakthrough approach, the quick understanding of the category and our brand that they demonstrated. Metal offers a younger, fresher perspective. And we believe they can partner us very well in our effort to reach our intended audience in the most effective and integrated way.”

     

    Kurien Mathews, Chairman & MD, Metal shared, “Medimix is one of India’s heritage brands with a long legacy. Naturally, we are delighted with this new win. Given the ambitious plans Cholayil has going forward not just building the brand in India but also extending its franchise in global markets, makes it even more exciting and challenging. We are confident of building on solid foundations of the Medimix brand and taking it to greater heights.”

     

    Cholayil has very aggressive plans in the personal care market and is looking at building on its already strong equity in the Indian market besides the four southern states. Further, the Medimix brand has been very well received in markets like Taiwan, South Korea and the Middle East. The company is now looking at foraying into the North American market.

     

  • Platinum Guild International (PGI) has come out with a new film to further embellish the idea of love happening after marriage, a thought that was reflected in their first Platinum Day of Love film

    New ‘married love’ TVC from Platinum Guild

    By A Correspondent

     

    Platinum Guild International (PGI) has come out with a new film to further embellish the idea of love happening after marriage, a thought that was reflected in their first Platinum Day of Love film. Once again created by Metal Communications, the film has just gone on air across India.

     

    Narayan Kumar, Chief Creative Officer, Metal said, “We thought it was time to take the Platinum Day of Love concept one level deeper. The story would still be about a young couple inside of an arranged marriage, but with an added emotional dimension.”

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=vhEj55-Gobc[/youtube]

    The film begins with a young bride packing her suitcase for her first visit home after marriage. We can tell she is excited as she packs all the various gifts that she has bought for all her loved ones at home while her supportive husband looks on. Even though there is excitement and anticipation of the impending reunions, it is only a matter of moments before the couple has to deal with the pangs of their first separation.

     

    Commenting on the film, Mr Kumar elaborated, “That is the real life based, plausible context we based our story on. Such a story allows for the blossoming of real love in a credible situation. We laid a lot of emphasis on realistic details in both casting and storytelling so that it would ring true.”

     

    Speaking on the campaign, Vaishali Banerjee, Country Manager India, Platinum Guild International said, “Being a very precious metal the world over, platinum is symbolic of emotions and moments closest to your heart. This new rendition is about how most Indian couples want to balance the tradition with the modern life they seek. The campaign draws parallels between the unchanging and permanent nature of platinum and everlasting love in a marriage.”

     

    Mr Kumar added, “We also added a new, closing tag-line to reflect not only the quality of what real, genuine love is but also the unchanging nature of platinum itself: Platinum. Because real love can only begin, never end.”