MxMIndia

Tag: Sanjay Shah

  • To launch a range of bottomwear for men including cargo pants, three-fourths, joggers and convertible pants and trousers

    And now, Roadies ‘Bottomwear’

    By A Correspondent

     

    Viacom18 Consumer Products, the consumer products arm of Viacom18, is all set to collaborate with clothing brand Beevee to launch Roadies Bottomwear, inspired by the rough and tough look sported by the participants and gang leaders in MTV Roadies Rising, notes a communique.

     

    Commenting on the association with Beevee, Saugato Bhowmik, Head, Viacom18 Consumer Products and Integrated Network Solutions, Viacom18 said: “Viacom18 Consumer Products has an extensive bouquet of consumer products for the youth. Our products under brand MTV range across apparel, fashion accessories, footwear, tech accessories, personal care and hospitality and Roadies products range across apparel, watches, sunglasses, innerwear, bags and now bottomwear. This association with Beevee for the launch of Roadies Bottomwear will let our consumers experience Roadies in all its glory. The products are super comfortable and have been created keeping in mind the needs of the youngsters of today who especially enjoy being outdoors.”

     

    Speaking about the collection, Sanjay Shah, Managing Head, Beevee said, “It brings us immense pleasure to announce our collaboration with Roadies for bottom wear by Beevee, thinking of roadies the first thing that comes to our mind is connecting to millions of youth which connects to latest fashion. We look forward to create the latest trend for an ever young community.”

     

  • The campaign is based on the insight that physical strength evokes moral strength

    Leo Burnett unveils new campaign for Anchor White toothpaste

    By A Correspondent

     

    Leo Burnett has launched a brand new campaign depicting how one can stand up against wrongdoings, under the tagline ‘Bindaas Daant, toh Bindaas Aap’, for Anchor White toothpaste.

     

    The campaign, which features two films, is based on the insight that physical strength (of teeth in this case) evokes moral strength. One film titled “Milkman” is already on air while another is to follow later this month.

     

    The two films showcase an ordinary day in the life of a kid who stands up and expresses his views strongly and does not  back out even as the odds are stacked against him, thanks to Anchor White toothpaste.

     

    Sanjay Shah, Managing Director, Anchor Beauty and Health Care, said, “The work done in the toothpaste category is usually very stereotypical, which has led to a blind spot in the minds of consumers. With a product having one of the best formulations in the market, we needed to communicate a higher order benefit of strength. We believe that when you are strong from within, you can stand strong for what you believe in. We chose to make kids our brand ambassadors as they are the real change agents in society. As a brand we not only believe in delivering the best products but also in holding strong moral values. We believe that as a brand we should stand up for the right and fight for it. Our films deliver a societal and moral message along with a strong product promise.”

     

    Raj Deepak Das, Chief Creative Officer, said, “In a category that is driven by product demonstrations, the new Anchor toothpaste campaign pleasantly surprises by showing kids fearlessly taking a stand against what is wrong. The films effectively take the core product proposition of ‘making teeth so strong that they are not afraid of anything’ into a bigger life context of fearlessness against wrongdoing. This takes India’s mood of driving change and standing up for what you believe into a new high.”