MxMIndia

Tag: Ranveer Singh

  • Singh will also participate in a series of marketing initiatives to further strengthen JBL’s dominance in the country

    Ranveer Singh is JBL’s new global brand ambassador

    By A Correspondent

     

    Actor Ranveer Singh has been roped in as the new brand ambassador of JBL globally. The actor will endorse an exciting new range of JBL’s consumer audio products in the coming months. Singh will also participate in a series of marketing initiatives to further strengthen JBL’s dominance in the country.

     

    Said Pradeep Chaudhry, Country Manager, Harman India: “No one can represent the true spirit and energy of JBL better than Ranveer Singh. His captivating personality, contagious drive, and incredible talent make him a true JBL ambassador. Apart from being a powerhouse of acting, Ranveer is contributing to the music ecosystem in India and we can’t wait to take this collaboration to the next level.”

     

     

  • Ranveer Singh will be the face of Flite across multiple mediums

    Ranveer Singh appointed brand ambassador for Flite

    By A Correspondent

     

    Relaxo Footwears has signed actor Ranveer Singh as brand ambassador for its Flite range of footwear.

     

    Said Gaurav Dua, Executive Director, Relaxo Footwears: “We decided to partner with Ranveer Singh as our brand ambassador because he has created new benchmarks in Bollywood. He is a style icon. Ranveer’s vivacious and energetic personality resonates well with our brand positioning. Flite is looking forward to a successful journey with him and capitalise on his incredible popularity across masses.”

     

     

  • Actor Ranveer Singh dons a fun avatar for brand Bingo

    Bingo! signs Ranveer Singh as its brand ambassador

    By A Correspondent

     

    Bingo! has announced Bollywood actor Ranveer Singh as the brand ambassador for its snacks portfolio. He will now be the face of the brand on all its advertising across multiple media touchpoints.

     

    Commenting on the association, Hemant Malik, Divisional Chief Executive – Foods Division, ITC Ltd. Said: “We are delighted to have Ranveer Singh onboard as his personality exemplifies quirkiness and originality like no other which is in absolute sync with the brand’s ethos. Ranveer Singh has elevated the excitement quotient in our new communications for Bingo! Mad Angles & Bingo! Tedhe Medhe with an energy only he can bring. With this association, ITC aims to break further barriers and scale new heights in the snacking space.”

     

     

  • The bestselling cola dumped its creative agency of 24 years… but can this help gain back its thunder, wonders Prabhakar Mundkur

    Is Thums Up losing its Thunder?

     

    By Prabhakar Mundkur

     

    When Coca-Cola launched Thums Up Charged with great fanfare two years ago, they might have consciously ignored what was happening to the cola market in general.  The signs of decline in colas has been a global phenomenon for some time now. An increasingly health conscious population, especially amongst the millennials, has meant that colas in general might not be the preferred beverage. Consumers are increasingly moving to juices and non-cola beverages and colas are no longer as ‘cool’ as they were even a decade ago.  The logic of therefore launching a extra fizzy Thums up Charged defied the logic of a cola market already under pressure. If fizz was unhealthy then extra fizz was likely to be even more unhealthy!

     

    The government has also held the health banner to cola products by classifying them as ‘sin products’ and have taxed them heavily.  As with most other harmful products like tobacco, colas attract 28% GST and a 12% cess or ‘sin’ tax. It is unlikely that colas could have carried this new burden in addition to a shift in consumer attitudes to more healthy beverages.

     

    So the prediction of $1 billion revenue announced with the launch of Thums Up Charged may have been a little premature.  The company has not yet announced if it met that target.

     

    So, what happens when brands don’t do as well as they are expected to? Typically, they change agencies. After all advertising agencies are the easiest scapegoats for CMOs when they have to answer to their superiors.

     

    What then might have taken the Thunder out of Thums Up?  Toofani Thanda or Taste the Thunder which evolved to Main Hoon Toofani,  Live the Thunder and Aaj Kuch toofani karten hain was a classic positioning that the brand has held for years and made it the leader in the market for the last few decades since it was first acquired by Coca Cola in 1993. Thanda in Hindi has been the generic label for all colas.

     

    The Thums Up Masculinity Model

    The earlier masculinity model projected by Thums Up represented pure machoism with Salman Khan. There was something raw about it.  In this, model men were expected to be muscular, drink a few gallons of alcohol without getting intoxicated and strong enough to be heavy smokers. Ian Fleming’s James Bond in his books represented this kind of raw masculinity. Typically, men projected toughness and independence and seemed invulnerable.  Brands and marketers projected this masculinity by finding appropriate role models and celebrities and for Thums Up it was Salman Khan. For other brands like Cinthol in the old days, it was Vinod Khanna that represented this kind of masculinity.

     

    https://www.youtube.com/watch?v=cCqG3FTdEMw

     

    When Thums Up made the change from Salman Khan to Ranveer Singh, they made a conscious effort to change the original masculinity code of Thums Up.  The launch of Ranveer Singh with Main Hoon Toofani theme, had Ranveer in a feat where he helped schoolchildren out of a bus that was about to fall in to a gorge.  Heroic and a social do-gooder yes, but was it masculine enough? Probably not.  Earlier commercials for Thums Up had shown Salman go to any lengths to get his bottle of Thums Up and in the process overcome several hurdles.  In comparison the new Ranveer film did not have the same purpose. Also, variant advertising is not easy. How do you differentiate variants adequately in advertising so that the classic variant is different from the new variant?  Did the Ranveer commercial achieve this distinction of differentiating Thums Up Charged adequately from the classic Thums Up? I am not sure.  It was not clear what the emotional benefit the extra fizz resulted in for the Ranveer commercial.

     

    https://www.youtube.com/watch?v=CgEVNWdfIEo

     

    Cutting to the latest commercial in November 2018 for Thums Up lacked both a theme and any substance.  Ranveer Singh seemed to be running away from thugs and finally escapes them with a swig of Thums Up before he jumps into some rapids.   Heroic again but not particularly masculine.

     

    https://www.youtube.com/watch?v=KPjy_6pX9wA

     

    Contrast all this advertising with the Salman Khan advertising of yore.  Maybe it was time to bring the real Toofani back to Thums Up. Which might explain the change of agencies from Burnett to Lowe.

     

     

  • Lloyd appoints Ranveer Singh and Deepika Padukone as brand ambassadors

    By A Correspondent

    With an aim to connect with today’s millennials, Lloyd has roped in actors Ranveer Singh and Deepika Padukone as brand ambassadors. As part of the association, the couple will endorse Lloyd range of consumer durables.

    Speaking on this association, Shashi Arora, CEO, Lloyd said: “Both Ranveer and Deepika are an inspiration to Indian millennials and portrays a blend of talent, class and popularity that complements with Lloyd’s legacy and brand ethos. We are confident that this association will enable us explore new avenues for our continued growth and success and further strengthen our positioning in the consumer durable segment. We welcome both Ranveer & Deepika to the Lloyd’s family.”   

  • Brand MMT must watch social media chatter as in the last few months, there has been a marked increase in MMT consumer complains on social media and reviews, writes Sanjeev Kotnala

    Sanjeev Kotnala: MMT needs more than Magical Advertising

    By Sanjeev Kotnala

     

    Three years back ‘Make My Trip’ (MMT) signed Ranveer Singh and Alia Bhatt as Brand Ambassador in a strategic move to connect with younger customers. The audience was intrigued, as the two have not done a movie together. Gully Boy will be the first movie for the pair. The audience has seen some brilliant, interesting, engaging and straightforward advertising.

     

    Ranveer – Alia: a Perfect MMT Choice.

    The duo of Ranveer and Alia with their versatility and on-screen chemistry did justice to every possible freaky character the advertising agency served to them. The talented duo enacted a spectrum of roles with equal expertise. Each of the TVCs has an experimentative, adventurous, confident yet concerned and doubtful traveller as its mainstay.

     

    MAGICAL Engaging Creative

    All the films represent a ‘Get to the point and present the advantage loud & clear in a memorable episode’ strategy by setting up a believable contextual situation. Be it about the awesome room, helpline, discount, pay at the hotel, zero cancelling, international food  or reminding the audience that MMT also makes hotel bookings.

     

     

    Each of the TVC scripts is fantastic. The script leverages the brand ambassador pair chemistry and does justice to the crazy Ranveer and the big smiling, playful innocence of Alia Bhatt.

    There has been no slag or hint of complacency in creative output even after so many episodic TVC. The client-agency team must be complimented for it.  Here is the client-agency combination that knows how tough it is to deliver a higher degree of engagement once the benchmark is set. More importantly, a focussed client team has ensured a seamless migration of account from one agency to another, retaining the magic and playfulness.

     

    https://youtu.be/In2dukXrtxw

     

    The films have a template approach. There is a problem or a doubt followed by a smart solution ending with one-upmanship delivering the MMT advantage and an unforgettable lesson to the viewer.

    How cool it would have been if the reel life could deliver on the real-life promise.

     

    Ranveer Alia Can’t Solve Service Delivery Issues.

    Brand MMT must watch social media chatter.  In the last few months, there has been a marked increase in MMT consumer complains on social media and reviews. Most of them deal with broken promises, missed reservations and non-transparent pricing. The overactive bots and resultant thread of communication have shaken the confidence and image of a caring company with consumers.

    It’s a reality that very few travellers compliment excellent service delivery whereas the errors are over-amplified. A reality every service provider including MMT must face.

    It does not matter if the ratio of service delivered and complaints are the same across service providers. The complaints consumers see and react to, are important. Being one of the largest in the field, the expectations are much higher. MMT needs to be the benchmark. It seems something is definitely slipping.

    I personally had no problem with bookings and travel on MMT. But the recent hike in social chatter has shaken the confidence in even loyalist like me.

    Meeting customer expectation is a hygiene requirement in a service brand. Frustrated customers have no option but to shift loyalties.  Saying sorry serves no purpose.  The urge to check other travel-hotel portals is too powerful, and Trivago has been fuelling it big-time. Something the client cannot leave on Ranveer-Alia team to playfully address.

     

     

    On a lighter note, may be the social media can do with a compliment for excellent service delivery and not just crib. And that is not about MMT only.

     

     

  • The campaign aims to reach out to its consumers with a compelling reason to book their international travel online

    Alia & Ranveer return with new brand message for MakeMyTrip

    By A Correspondent

     

    MakeMyTrip Limited has launched its new TV campaign with its brand ambassadors Ranveer Singh and Alia Bhatt. The campaign aims to reach out to its consumers with a compelling reason to book their international travel online with features like – MMT 24×7 Hotline for International flights and hotels and international hotels preferred for Indians.

     

    Commenting on the new TVC, Saujanya Shrivastava, Group Chief Marketing Officer, MakeMyTrip said: “With continuing upswing in Indians traveling internationally for leisure and business, being India’s one-stop-travel shop we want to provide the best solutions that go beyond just range and address issues that may crop up during overseas travel. This campaign is tethered in Indian traveller behaviour insights and highlights solutions that will best serve Indians travelling internationally by focussing on ease and assured assistance. Our new campaign provides yet another persuasive reason to book international flights and hotels online.”

     

    Talking about the campaign, Hemant Misra, Managing Director, MagicCircle, said: “The features for this campaign come alive the most when experienced, it’s why we created a journey for a family that went through those experiences. Not only did this allow us to highlight the criticality of these customer focussed features but also allowed us to highlight a very important aspect of partial usage of MakeMyTrip.”

     

  • He’s a genuine, one-in-a-million outlier, writes Shailesh Kapoor… and one with immense talent

    Ranveer Singh: A Star Like No One Else

     

     

    By Shailesh Kapoor

     

    The last Bollywood release of 2018, Rohit Shetty’s Simmba, is buzzing at the box office. The film’s extraordinary run in its first week puts it in a firm position to be the third-biggest Hindi language grosser of the year after Sanju and Padmaavat. While the full-blown mainstream entertainment package delivered by the film works as its biggest plus, Simmba benefits in no small measure from an inspired no-holds-barred yet mature performance by its male lead Ranveer Singh.

    If there is such a thing as taking a role by the scruff of its neck and owning it completely, Ranveer Singh has done that twice over last year. His January performance as Alauddin Khilji in Padmaavat had the audiences and the critics applauding him. Simmba is arguably a more towering performance, where Singh plays to the gallery for most part, delivering comic punches and clap-traps by the minute, till the film enters a certain emotional space, into which he transforms seamlessly, almost like he’s living the character’s journey – an incredible feat to achieve in a film that’s essentially designed to be larger-than-life and hence definitionally unreal.

    But it’s not just these two performances that have set up Ranveer Singh as the potential No. 1 Bollywood star in the coming years. There’s an off-screen persona that’s so unique and effervescent that it makes him stand out in a crowd of vain stars living in their bubble of (often self-fulfilling) stardom.

    Watch Ranveer Singh in this Actors Roundtable with Rajeev Masand. He’s clearly the biggest star on the table. But he’s also the most generous and fun-loving one of the lot. Early in the discussion, he praises Rajkummar Rao and Pankaj Tripathi for their film Newton. Towards the latter half of the show, he develops a rapport with the much-respected Tripathi. Watch them bond and you know Ranveer Singh doesn’t wear his stardom on his sleeve. Or anywhere for that matter. He goes on to compliment Tripathi on his film Gurgaon. The 2017 indie film got a limited release and hardly any takers at the box office, though it has since been discovered by many on Netflix. In an industry where people are too busy and self-occupied to watch other people’s work (some even say so proudly!), here’s a top star who’s had a busy year with two films, a high-profile marriage and several endorsements, but has somehow managed to watch a film many others may not even have heard of.

    This accessibility and generosity are such uncommon celebrity traits that you actually wonder if this is all a charade the man could be putting up to project a certain image. But the more you see and learn about him, you know that’s him for real. He’s a genuine, one-in-a-million outlier. And one with immense talent.

    In this episode of ETC Bollywood Business, watch (from 4:07) Simmba’s dialogue writer Farhad Samji respond to a question by anchor Komal Nahta on how Ranveer Singh responded to the script narration of the film. Or watch him on any reality show. Or watch him speak about Deepika Padukone. Or watch him dress bizarrely and then talk nonchalantly about his ‘fashion sense’. Watch him anywhere, doing anything. It’s a curious case of talent meets energy meets humility.

    Only time will tell how big a star Ranveer Singh turns out to be. But one thing is already certain: He’s a star like no one else. And he shall shine bright for that reason alone.

  • The ad campaign has been conceptualised and executed by L&K Saatchi & Saatchi

    Ranveer Singh challenges physical boundaries in ad for BigMuscles Nutrition

    By A Correspondent

     

    Actor Ranveer Singh and leading nutritional supplement brand BigMuscles Nutrition have launched their inaugural brand campaign that inspires go-getters to push their boundaries and achieve more.

     

    Conceptualised and executed by L&K Saatchi & Saatchi, the TVC focusses on the premise that more than physical rigour, body building is an individual journey. It’s about discipline and an indomitable spirit. And when this drive to reach newer milestones is accompanied by the right supplement, the journey becomes even more enriching.

     

    Commenting on the launch, Suhel Vats, Director, BigMuscles Nutrition said: “We launched BigMuscles in the year 2009 and it has emerged as the top-most nutritional supplement brand in India over the last three years. We decided to partner with Ranveer Singh as our brand ambassador because he has created new benchmarks in fitness. He has infectious energy and his personality is a direct fit with our brand messaging ‘you are stronger than you think’. We hope to take the brand to the next level with this campaign that encourages the youth of India to believe that they are stronger than they think.”

     

     

  • DishTV signs youth icon Ranveer Singh as its brand ambassador. Signals a new brand proposition ‘Dish Nahi Dishkiyaon hai ye’

    Ranveer Singh promotes new brand message for Dish TV

    By A Correspondent

     

    Dish TV India has announced the launch of its new campaign for DishTV with Bollywood superstar Ranveer Singh as its ambassador. The campaign has been designed to showcase the brand in a new, bold avatar – signaling a new phase in the brand’s life cycle.

     

    Anil Dua, Group CEO – Dish TV India Limited said, “As a pioneer of the category, DishTV has always believed in ‘doing the new’ and adding firsts to its credit. This festive season, the brand will enter a new phase. With growth momentum on our side arising out of our existing initiatives and upcoming offerings, our new campaign will firmly position DishTV as the preferred entertainment brand in the country. In the same spirit, we are delighted to have Ranveer Singh as the face of the brand DishTV. Ranveer’s vivacious and energetic personality resonates well with our new brand positioning. We are glad to have him onboard and are confident that, his infectious energy will energize our audiences and invigorate our brand.”

     

    Speaking on the new campaign, Sukhpreet Singh, Corporate Head – Marketing, Dish TV India Limited, said, “Our new ad campaign is here to woo the younger generation with the choice of our new brand ambassador and quirky campaign tagline – ‘Dish Nahi Dishkiyaon’. As the tagline implies, DishTV is everything fun, cool and entertaining. With a slew of new products on the anvil coupled with irresistible packs and offers, our customers are sure to look at DishTV in a new light.”

     

    This latest campaign which has been conceptualized by Enormous Brands will be running on air across GEC, movies and popular regional TV channels. It will be a 360-degree campaign that will also go live on all the key platforms – digital, print, radio, OOH and city activations this festive season.

     

     

  • The campaign revolves around a message of Nerolac Paints being already present in homes in many different forms

    Kansai Nerolac launches ad campaign featuring Ranveer Singh

    By A Correspondent

     

    Kansai Nerolac Paints Ltd. (KNPL) has announced the launch of its new corporate brand campaign featuring its newly appointed brand ambassador, Ranveer Singh. The creative has been ideated by FCB Ulka under National Creative Director Keegan Pinto and directed by Shujaat Saudagar.

     

    Said Peeyush Bachlaus, Head – Marketing, Kansai Nerolac Paints Ltd: “The new campaign focuses on the idea of giving our consumers, a thought of relooking at their household products like refrigerators, cars, washing machines etc. with a perspective of Nerolac’s everlasting shine on it. And gradually shifting their attention to the walls that need a stylish makeover too, with Nerolac Paints. Ranveer Singh’s vivid and energetic personality resonates well with the thought and reflects the transformation just right – humorous and witty, yet prominent.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka Mumbai: “For over nine decades, Nerolac has been a remarkable part of the paints industry. It is a leader in paints across a variety of product lines. So much so that a staggering number of vehicles, white goods, two wheelers in India are painted by Nerolac. With this campaign we are aiming to bring alive that Nerolac is already present in your homes in many different forms protecting and beautifying your products, then why not choose it to revamp the walls of your house as well. Bringing in Ranveer Singh is a conscious decision to enhance the brand appeal and to complement its evolving philosophy’”.

     

     

  • The actor will be endorsing the brand for the next three years

    BigMuscles Nutrition appoints Ranveer Singh as brand ambassador

    By A Correspondent

     

    BigMuscles Nutrition has announced actor Ranveer Singh as its brand ambassador. The actor will endorse the brand for the next three years as part of a multi-dimensional effort that includes television advertising, alternate media, in-store and point-of-sale executions.

     

    Commenting on this announcement, Suhel Vats, Director, BigMuscles Nutrition said: “We decided to partner with someone like Ranveer Singh as our brand ambassador because he has created new benchmarks in fitness. He has infectious energy and his personality is a direct fit with our brand messaging ‘you are stronger than you think’. We hope to take the brand to the next level with this partnership that encourages the youth of India to be healthy and fit in the right way.”