MxMIndia

Tag: Nisha Singhania

  • Expert advice combined with trust and honesty will decide which one of these couples will become the ultimate ‘Fit’ couple

    Infectious promotes MX Player reality show, ‘Shaadi Fit’

    By A Correspondent

     

    Ad agency Infectious has unveiled its campaign to launch MX Player’s latest show, ‘Shaadi Fit’. Said Nisha Singhania, Co-Founder, Infectious: “When people are in love they see life through rose tinted glasses. They don’t consider other factors besides love before deciding to marry. Our campaign idea was about creating dissonance with blissfully in-love couples and giving them a little reality check by asking tough questions to check if they are ready for marriage.”

     

    Added Co-founder Ramanuj Shastry: “The promos for the MXPlayer series ‘Shadi Fit’ were fun to work on. The ads were both quirky and insightful takes on the thorny issue of “compatibility” – a top of mind issue for singles. Kudos to Director Karan Butani and The Rumor Projects for a fab job again.”

     

     

  • The film has been directed by famous Bollywood director, Tigmanshu Dhulia

    Infectious executes for Tasty Treat with Tigmanshu Dhulia

    By A Correspondent

     

    Tasty Treat has launched desibhujia in four international flavours – Wasabi, PeriPeri, Barbeque and Schezwan with a campaign titled “BhujiaGhoomAayiDuniya” created by Infectious. Inspired by classic Bollywood plot twists, the ad features the four sons of the bhujia family who get separated at a fair and literally travel the world only to reunite with their family again, transformed by their travel. Just like the new flavours, the campaign too has its share of spice and twist. The film has been directed by Tigmanshu Dhulia.

     

    Speaking on the launch of this campaign, Shantanu Prakash, Vice President, Brands – Future Brands said: “Tasty Treat is redefining the idea of traditional Indian snacks for the new India. Our international range of bhuji as is a step in that direction. When Infectious suggested Mr. Tigmanshu Dhulia as the director, it just fell in place. It needed someone like him. This campaign with its ‘twisted’ take on the 1970s lost&found masala Hindi films, helps take the whole effort forward.”.

     

    Leading the team behind this campaign, Ramanuj Shastry, Co-founder of Infectious, said: “Humour is Tasty Treat’s personality. Their first campaign, ‘YehPhisleeNeeyat’ too was built around a quirky idea. But ‘BhujiaGhoomAayiDuniya’ takes the fun quotient up by a few notches. The personification of the new flavours makes for an engaging and memorable story that would stand out in today’s clutter.”

     

    Added Nisha Singhania, Co-founder of Infectious, “In the F&B category where all brands are trying to be about health and taste, Tasty Treat is refreshing as it is focused only on taste. Credit to the brave brand team for agreeing to such an unconventional idea.”

  • The four-week long campaign will tap into mass media channels such as television, print and radio

    dittoTV launches aggressive ‘#beeskaTV’ campaign

    By A Correspondent

     

    dittoTV has launched a nationwide integrated marketing campaign aiming to capture the attention of television viewers. The live TV platform has rolled out the campaign in 16 cities to raise awareness about the affordable platform that makes TV accessible to anyone with a phone, laptop or tablet.

     

    The four-week long campaign will tap into mass media channels such as television, print and radio. The campaign will be amplified on a bouquet of digital platforms and social media via heavy use of native content platforms. The hashtag #BeeskaTV will be leveraged across digital platforms to drive its key value proposition. In addition, there will be partnerships with complementary brands through integrations and celebrity endorsements. The TVC for the campaign will focus on how all members of a household can now access television at their convenience. It will be promoted on social media as well.

     

    Commenting on the campaign, Archana Anand, Business Head, dittoTV said, “With the new avatar of dittoTV, we are looking at changing the way India indulges in its favourite pastime, i.e., watching television. With a price point of INR 20, we see dittoTV serving as people’s first and only screen, as their second screen at home, or just a personal TV on the go! Our campaign embodies strong consumer insight and an interesting slice of life situations. It is designed in a manner that conveys this simple message effectively across the length and breadth of the country, through a combination of mass media and strategic marketing.”

     

    Ramanuj Shastry, Co-founder & Director, Infectious said, “’#BeeskaTV’ is what we want people to remember DittoTV as. A value proposition of access, articulated in accessible, everyday language. Ditto TV will change the ‘who, what, when and where’ of Live TV viewing. We are proud to be part of a concept which is so revolutionary.”

     

    Nisha Singhania, Co-founder & Director, Infectious added, “Rs 20 per month is an unbelievable price point and our communication focuses on just that – how you can watch live TV on the go, no matter where you are, at INR 20 per month. The TVC brings alive the various situations in which dittoTV can ensure people don’t miss out on their favourite programs.”

     

  • dittoTV is a platform of Zee Digital Convergence Limited (ZDCL)

    Infectious wins creative duties of ditto TV

    By A Correspondent

     

    Infectious has been signed on as the communications partner for ditto TV. Infectious will be responsible for the all their marketing and communication requirements.

     

    dittoTV is a platform of Zee Digital Convergence Limited (ZDCL). It offers access to over 100+ live channels including the entire Zee network, Colors, Sony, &TV, Zoom, Aaj Tak, BBC, Times Now, MTV, Ten Sports.

     

    Archana Anand, Business Head, dittoTV said, “After a rather long hunt for the right agency, we chose to go with Infectious because we found them quick to get the brief and also extremely open minded. And we are glad of that call, as the creative output has been a truly collaborative effort and one we are very happy about.”

     

    Says Ramanuj Shastry, Co-founder & Director, Infectious; “ditto TV is ground-breaking because it democratises live television. It allows access to the teeming millions who can’t access live television because of the constraints of time, geography or money. It was a singular honour to be part of a movement that makes Live TV accessible to all.”

     

    Adds Nisha Singhania, Co-founder & Director, Infectious; “Now is the time for Ditto – with audiences increasingly consuming entertainment across devices, ditto enables them to see what they want, where they want. Also with a price point like Rs. 20/- literally anyone can afford it. We look forward to creating some fantastic work for ditto.”

     

  • Has the advertising industry become so blase that scams no longer have the power to shock? MxMIndia cuts to the chase

    Scam and scandal in the family

     

    By Meghna Sharma

     

    Goafest is over but the controversies that surrounded it will take a while to die down. The last month or two saw a lot happening in the advertising industry in the country – first, Ogilvy not participating in Creative Abby because it didnt ‘energise’ them enough, then the whole JWT-Ford fiasco with high-profile exits, and the latest being Leo Burnett withdrawing two of their award-winning entries.

     

    Scams have been around and are almost a given every year, or so it seems. Hardly anyone seems shocked, though the end result is a bad name for the advertising industry. Is it a fact that scandal is part and parcel of the ad game? Should we shrug and get on with things, or can something be done, asks MxMIndia.

     

    Priti Nair, Director, Curry Nation

    It’s not just here but scams and controversies are part and parcel of award shows all across the globe. According to me, unless certain rules are changed nothing can be done to avoid them. Also, shows should treat the creative awards just like fashion shows wherein we recognize and applaud creativity. The whole thing of it being published before has to gotten rid of. It is indeed sad when such things happen, but the worst part is that it sometimes leads to bad blood among the industry and finger-pointing starts. The awards are meant to showcase creativity and the focus should be only that!

     

     

    Viral Pandya, CCO, Out of the Box

    There are pros and cons to scam ads, or rather two ways of looking at the issue.

     

    First the cons. A lot of clients are not evolved, and let us accept it, reluctant to buy edgy work. Therefore quite a few agency creatives, particularly the junior lot, are frustrated. So sitting in one quiet corner of the office, they get their jollies by churning out scam. The process gives them release, but in the bargain they don’t get to learn how to understand a brief, how to sell one’s work to the client, or even how to do effective advertising.

     

    As the adage goes, bad currency drives out good currency. Likewise, scam ads are chasing away good, real ads. If only agencies put as much time, money and resources behind genuine work! What is unfortunate is that today there are clients, particularly those possessed with the entrepreneurial spirit, who demand great work. This is not to forget that agencies like Taproot and Ogilvy do sterling work on regular clients, but they are an exception rather than the rule.

     

    Now for the pros. Proactive work created for awards pushes the envelope and celebrates ideas. Often you come across work so brilliant that you don’t give a damn whether it’s scam. And the ads specially created for award shows do win us metals globally and bring us glory. Personally I can understand and relate to the urge to prove to the world that we in India are second to none in the creative race. Only, I wish that instead of pulling each other down, we could support and promote each other and present a united front to the world.

     

    So where does that leave us?

    Here’s my solution. At GoaFest, let us award real work, and by real work I don’t mean work that meets the legal definition of released work, but ads that agencies can put their hand on their heart and say are genuine. Let us also have a category for proactive work which celebrates creativity and ideas, but does not split hairs about how genuine it is. And let us ensure that there is a clear distinction between the two. That way we eliminate the unfair competition between genuine ads and proactive ads. And everybody wins.

     

    Nisha Singhania, Co-founder and Director, Infectious

    Scams have been part and parcel of the industry for quite some time now, but the series of events which have happened in past couple of weeks will surely make everyone more careful. Also, I think as a whole the industry needs to take a call about how they can pit and end to this. After all, the feeling of winning an award of something genuine is far more than on a scam ad.

     

     

     

    Dhunji Wadia, President, Everest Brand Solutions

    It is difficult to justify something that is wrong. The Ford controversy was covered in world media including some of the biggest news channels. We got our 30 seconds of fame globally but for all the wrong reasons. The controversy has made us a laughing stock throughout the world. I guess today there is pressure on agencies to win at award shows. Questions that come to mind are -‘How far would you want to go?’ and ‘Would you want to sell your soul for this?’ If you want to make a Faustian bargain, then learn to deal with the consequences too.

     

    Today, there is a lot of talk of having a separate category for this kind of work. But I think that is just side-stepping the issue. The persons wanting to win will want the real McCoy. They are not going to settle for anything less. Instead the auditing companies can have a larger role here. All major award forums have auditors for this very purpose. Henceforth, it should not be enough for clients to merely endorse the work that is sent for award forums. They should also have paid for it and the work should be part of their marketing plan. I am sure the auditing companies would have dealt with much more complex issues. This verification should be a piece of cake for them.