MxMIndia

Tag: Rajeev Khandelwal

  • Face of the campaign is actor Rajeev Khandelwal

    Deltin gaming brand launches new campaign

    By Our Staff

     

    Luxury gaming and entertainment brand Deltin has launched its new campaign “Relive the Deltin life” with its state-of-the-art ‘BestAssured’ safety protocol. The marketing campaign features Rajeev Khandelwal.

     

    Said Arindam Basu, GM-Marketing: “I am excited to see how this new Deltin life works out for our patrons and I believe that we will add a new set of onlookers who search not only for a thrilling lifestyle but also for a glamourous, luxe and safe ambience. We are looking forward to welcome our guests to the new Deltin Life with our premium quality services coupled with best-in-class safety & hygiene protocol – ‘BestAssured’. Now it is time for patrons to cruise their way into a winning streak and celebrate the new Deltin life graciously.”

     

  • To help build brand equity

    Mullen Lintas to partner Dr. Vaidya’s ayurvedic

    By Our Staff

     

    Dr. Vaidya’s, a brand from the house of RPSG, has recently awarded its creative mandate to Mullen Lintas. The agency will be responsible for crafting the brand’s strategy and communication as it starts afresh post its acquisition by the RPSG Group last year. Mullen Lintas will be focusing on building equity for Dr. Vaidya’s and creating communication that helps achieve the growth aspirations.

     

    Speaking on associating with Mullen Lintas, Rajeev Khandelwal, CEO FMCG, RP-Sanjiv Goenka Group said: “We were looking for an agency that could understand our brand’s intent and could partner with us in making our growth plan into a reality, and Mullen Lintas we believe is the right partner. We are impressed by the team’s strategic approach on Dr. Vaidya’s and are confident of their creative and digital capabilities as demonstrated over the years on Too Yumm!”

     

    Commenting on the win, Hari Krishnan, CEO, Mullen Lintas added: “We have been brand partners to the RPSG Group since 2017 and are delighted to take this association forward with Dr. Vaidya’s. The brand operates in a rapidly growing category and we are excited to partner with the client team to deliver effective strategies and creative solutions to deliver an unfair share of attention for Dr. Vaidya’s.”

     

     

  • #LoopMeinKhao is the credo

    Mullen Lintas spins a loop for Too Yumm

    By A Correspondent

     

    Too Yumm Karare, the snack brand by Guiltfree Industries, has launched a new campaign with Virat Kohli, the brand’s ambassador, at the centre. Mullen Lintas Mumbai has treated Too Yumm’s old ads and repurposed them into an entirely different-looking new film.

     

    Commenting on the campaign, Rajeev Khandelwal, CEO – RPSG FMCG, said: “With Too Yumm Karare – we wanted to deliver a creative which despite the limitations of shooting in a shutdown would be clutter breaking. Mullen Lintas and team came out with a creative approach and have delivered a commercial which has a fresh ring to it. I am hopeful that it will resonate well with our young millennial consumer.” (RPSG = RP Sanjiv Goenka Group)

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Snacking as a category is about binging and ‘loop’ as a keyword connotes that in sync with the many things we do in a loop, in the way we even consume entertainment. Using the face of the brand with existing assets but using the footage on a loop gave us a creative hook to package the campaign building taste as the undeniable key take out.”

     

     

  • Is there life beyond Sachin and Dhoni and Shah Rukh and Abhishek? Yes, says Manish Porwal, recommending six faces that could be tapped.

    The Anchor: Manish Porwal on 6 celebrities who marketers have ignored till now

    Is there life beyond Sachin and Dhoni and Shah Rukh and Abhishek? Yes, says Manish Porwal, recommending six faces that could be tapped.

     

     

     

    Gautam Gambhir: One of the most consistent youngsters in the Indian team, Gautam was accused of being puny, under-confident, reserved and almost a misfit for any proud brand. In spite of his reasonably good looks and much better cricketing records, he was, at best, fitted into one-in-many celeb kind of brands. I remember how difficult it was to get work for him, off the field. Today, the king of Kolkata, he is a knight both off and on field. I hear his price is going to double and that still is a fraction of Dhoni’s. Grab him, India Inc!

     

    Kamal Haassan: I guess he waited so long to marry a brand that the brands no longer see him as an eligible groom. Initially wary of brand endorsements, Kamal, is now not also being approached. Next only to Rajni Sir, he has the power to change governments, not just brand choice. He lost an opportunity to stand for a brand so far. Or shall we say, brands lost the opportunity to make Kamal stand for them?

     

    Rajeev Khandelwal: Aamir Khan of television and Aamir of films, his acting prowess and his success also couldn’t get him to endorse many brands yet. A part of it was his choice, as he wanted to be discreet and away from media but for his core work. Rajeev is almost anti-social [not on social networking sites]. A sure loss for FMCG brands wanting to woo the quintessential housewife.

     

    Rakhi Sawant: Are you raising an eyebrow? That’s fine. The queen of entertainment and TRPs was too controversial to be used by the safe world of advertising. Understandable that most brands would not want to touch her with a barge pole, as an endorser. But hey, advertising folks, I thought you were smarter and cuter than that. What about an anti-hero in a low involvement and impulse buy brand wanting quick recall? Rakhi still gets attention, good or bad!

     

    Abhay Deol: Too niche for the mass brands and too mass for the niche brands, Abhay didn’t get slotted well for brand endorsements. A potential, good-to-grab, keep-and-see-grow, Abhay is hitherto unexplored by the big daddies of advertising and endorsements. Holds more promise than sirji, for sure.

     

    Chetan Bhagat: The person who rules the social networks and college canteens of young and Tier 2 India, doesn’t feature in a single TV commercial. He touches the hearts and computer screens of more than a million youth. He knows his worth but do brands? A gross mismatch of expectations keep him away from the ad world

     

    Manish Porwal is Managing Director at Alchemist Talent Solutions

     

  • There is no courage out here, only exploitation. Remove the prize money, and no one would want to appear on the show, that’s the hard truth.

    Anil Thakraney: Sach Ka Saamna: A new low in TV programming

    By Anil Thakraney

     

    I watched two episodes of Sach Ka Saamna (SKS) Season 2, and I must say in contrast, Bigg Boss feels like a house of angels. SKS is a completely debauched and exploitative format, where the poor and the desperate are encouraged to wash their dirty linen in public. And in return, they could take home a crore of rupees. A few lakhs in the bag is almost a certainty.

     

    Some of the questions put out by the host would make even hardened souls cringe. They range from cheating at workplace to hatred for parents to adultery in marriage. And all this as the contestant’s family sits in the audience. Hottie host Rajeev Khandelwal sweetens the bitter pill by complimenting the buggers for being courageous, and that’s total bullshit. There is no courage out here, only exploitation.

     

    Remove the prize money, and no one would want to appear on the show, that’s the hard truth. So careers get destroyed, families get broken, marriages lie in ruin… but all justified under the garb of ‘speaking the truth’. Wow!

     

    The show’s TRPs for season 2 are quite poor. But that could be because this time it’s being aired on the channel Life Ok, Star One’s new avatar. More people will discover the channel and the pathetic show, so with time the ratings will go up. Who on the earth would want to miss out on such depraved programming? It appeals to the ultimate sadist in all of us.

     

    No, I am not being moralistic out here. And I am aware that desperate for viewership, channel heads would push the envelope on programming. But how can anyone justify blatant exploitation? I would be okay if they only featured loaded celebrities on the show. Richie-rich people who want us to enter their bedrooms only because they enjoy the trespass. But feeding on people’s poverty cannot be condoned at all. Hope Sach Ka Saamna dies a miserable death. Sooner the better.

     

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    PS: Must read for all creative people. Great tips on how to energize inspiration and battle creative blocks.

     

    Link: http://m.guardian.co.uk/culture/2012/jan/02/top-artists-creative-inspiration?cat=culture&type=article

     

    Former editor and ad man Anil Thakraney is editor-at-large, MxMIndia. The views expressed here are his own