MxMIndia

Tag: Shailja Vohra

  • The thought-provoking initiative devised by Maxus ESP for Vodafone India, highlighted some of the most exciting emerging business ventures

    Maxus creates special innovation platform for Vodafone

    By A Correspondent

     

    When the seeds for a successful business venture are sown, it takes a great amount of passion and the right opportunities for it to become prosperous. Devising a fresh media gratification marketing plan for its client Vodafone, Maxus has endeavored to assimilate special branded content and programming, along with a consolidated promotion package, in order to reach out to the right audience at a phenomenal scale.

     

    The thought-provoking initiative devised by Maxus ESP for Vodafone India, highlighted some of the most exciting emerging business ventures, where entrepreneurs attempted, in a pitch-perfect platform, to emphasize their position on reasons why Vodafone should provide them with a strong media and consultancy backing. And the prize? The top ten list featured on India’s biggest business news channel, CNBC-TV18, the prestigious Forbes India magazine, business tabloid Mint and the online business portal moneycontrol.com.

     

    Providing details of the same, Shailja Vohra, National Director, Maxus ESP informed, “Vodafone has partnered with Maxus ESP to devise and implement  the content strategy campaign which began with a CALL FOR ENTRY Stage promoted on Mint, Forbes, CNBC-TV18, Moneycontrol.com and the strong Social Media assets of the TV18 group. At the same time, India’s most well-known business news anchor, Shereen Bhan, is the face of this strategic campaign and is showcased in the CFE promos.”

     

    “The content extended across digital, on-air and in-show branding. This unique initiative also proved that our business acumen lies in delivering the best, for our esteemed client” she added.

     

  • Maxus ESP has partnered with Wizcraft for 'Farah Ki Dawaat' and devised a complete and robust marketing plan

    Maxus partners Wizcraft for ‘Farah ki Daawat’

    By A Correspondent

     

    ‘Farah ki Daawat’, a television offering hosted by film-maker and choreographer Farah Khan, has brought to the fore memories about food and anecdotes of A list celebrities from different walks of life. Featuring well-known personalities like Abhishek Bachchan, Alia Bhatt, Anushka Sharma, Boman Irani, Sonu Sood, Sajid Khan, Riteish Deshmukh among others, and created and produced by Wizcraft Television, the show features celebrities using their trusted cooking companion- Mahakosh Cooking Oils, as they tantalize viewer’s palates and share stories from their kitchens.

     

    For the show, Maxus ESP has partnered with Wizcraft for ‘Farah Ki Dawaat’ and devised a complete and robust marketing plan that will create a powerful engagement for Mahakosh Cooking Oils brand as the film industry’s ultimate foodie. Farah Khan takes over the mantle of a celebrity chef to showcase nuances of her personality which have never been seen before.

     

    Talking about this association, Shailja Vohra- National Director, Maxus ESP said, “Mahakosh Cooking Oils has India’s most successful actor Madhuri Dixit as the brand ambassador. To take the brand stories ahead, we decided to partner with Farah Ki Dawat and get more Bollywood celebrities to share their secret recipes and culinary skills. The perfect cooking show platform was developed which challenges the culinary skills of Bollywood celebrities hosted by the versatile Farah Khan in her signature style. Mahakosh’s association with ‘Farah Ki Dawat’ on Colors is an example of how content can take center stage and showcases how Maxus ESP is able to get content in the center of communication planning. This unique initiative also proves that our business acumen very well lies in delivering the best for our esteemed clients.  The partnership proves how large and premium brands such as Mahakosh Cooking Oil have instilled their continued faith in Maxus which has been able to deliver robust and triumphant strategies. This campaign is an extension of that as over the next four months we have lined up a host of innovations.”

     

    With the aim to indulge the audience, a mega content rollout plan is conceptualized by Maxus ESP for Mahakosh Cooking Oils, which includes specially created TV vignettes, print ads, a well compiled recipe book, along with consumer contest and product seeding with India’s top celebrities, among other things. This show is also being aggressively promoted on social media platforms and a variety of recipes will soon be uploaded on ‘Farah Ki Daawat’ YouTube channel, and an on-air contest too is part of the blitzkrieg marketing plan. A promo video for the contest with Farah Khan has also being filmed.

     

  • Maxus devises a post-event content strategy for the established on ground event for greater amplification, reach and positioning

    Maxus successfully executes Blenders Pride fashion Tour

    By A Correspondent

     

    The Blenders Pride Fashion Tour has been synonymous with Indian fashion and style circuit for close to a decade now, this year particularly, the premium on ground property not just saw a massive on-ground swell but was also highly successful in increasing its fan base. Maxus through its award winning creative team came up with a post-event content strategy which managed to devise a premiere show format out of the established on ground event and transform it into interesting content.  Maxus successfully developed a four-part TV series that was aired on Star World capturing the brand message, ideas and glimpses into the on-ground event. The comprehensive campaign was able to victoriously integrate the brand’s positioning via the juicy content of the tours and took it from just a few cities and limited audience to people’s home now. The show had reached 36 million viewers through long and short format.

     

    Titled ‘Taste Life in Style’, the show became a platform where people with stylish personas decoded their individual sense of styles and professional lives, set against the backdrop of the Blender Pride Fashion Tour events. Each of the four stylish personalities brought to the show a unique flavour of a world which reflected their head strong attitude to life, their sense of style, the spaces they occupy and designs they create.

     

    Some of the many guests who got featured include big designer names such as Neeta Lulla, Rocky S, Namrata Joshipura, and Gaurav Gupta. Noted musicians like Midival Punditz, Karsh Kale, Ashvin & Ash, Anushka Manchanda too were featured at the tour. A varied mix of speakers like Boman Irani, Chetan Bhagat, Wasim Akram and Irrfan Khan were part of the same.  The star line up also included guests such as Gautam Singhania, Adhuna Akhtar, Nagesh Kukunoor and Vikas Khanna.

     

    Raja Banerji, Assistant Vice President at Pernod Ricard India, said India’s most future ready media company elevated the renowned and stylish Blenders Pride Fashion Tour to newer heights. “In our commitment towards our fans we have always strived to evolve and provide them the best that we have to offer. Our belief in Maxus to devise the most compelling content plan for the Blenders Pride Fashion Tour this year definitely helped, as through their efforts we reached an astonishing 36 million people, through long and short formats. We would definitely like to congratulate the team at Maxus and look forward to future associations.”

     

    Through the shows a large number of people would be able to get a glimpse of the renowned celebrities into their personal spaces and lives, and witness how style gets blended into their world. The Blenders Pride Fashion Tour thus is set in this context, decoding the true meaning of style through a myriad of varied perceptions.

     

    Speaking on the favourable outcome of the campaign Maxus ESP national director Shailja Vohra said, “The Blenders Pride Fashion Tour is one the most focal points in the Indian Fashion sphere and are our esteemed clients. Blenders Pride wanted to be associated with style as a positioning and with celebrities that represented its core values. Our content strategy helped them achieve just that and the essence of our role was in helping Blender’s take an established on ground event and turn it into riveting content that was sustainable, interactive and most important integrated!”

     

  • Maxus ESP executes an innovative and integrated consumer campaign for FIAT Avventura

    Maxus ESP executes new content campaign for Fiat

    By A Correspondent

     

    Maxus ESP conceptualized and executed a national campaign for FIAT’s Avventura, the first contemporary urban vehicle (CUV), which has garnered significant buzz in its pre-launch phase. Avventura is targeted at people who want to break free from their routine life and explore life through adventure, passion and feel alive.

     

    The campaign line -‘Boring is Dead.. It’s time to live alive with Fiat Avventura’ from the brand brief was worked upon to create an engaging content campaign. The team used radio and digital platforms to create maximum noise and amplification for the brand. The campaign urges people to move out of their mundane life and do more adventurous and fun activities. FIAT will help fulfill the best ideas in people’s bucket list. This is one of the biggest content campaigns for FIAT in India till date. Within three days of release, over 1000 entries have poured in.

     

    Fiat Avventura is a CUV (Contemporary Urban Vehicle) that is positioned as a vehicle for active lifestyle. Keeping this brand imagery in mind, Maxus ESP crafted a contest that is running on radio and digital with noted television anchor and actor Gauahar Khan as the face of the campaign.

     

    A three part series of “call to entry” videos that captures these elements has been released digitally. The first promo with Gauahar shows her getting bored in traffic and then cuts to enjoying her drive in the Fiat Avventura. In the second one, Gauahar is bored watching TV shows and then she takes her Fiat Avventura and goes mountain biking. In the third promo Gauahar is bored at work in the office and later shown kayaking. Through an interesting content led tie up with Radio City, the proposition of “Boring is Dead” is also ported via Radio Spots, Time checks and Traffic Updates. The radio campaign is very high on engagement as Radio City Rjs are interacting with listeners daily and encouraging them to share their Live Alive experiences. Apart from listeners, Gauahar Khan is also sharing her Live Alive experiences with the RJs, encouraging listeners to Live Alive. Fiat and Gauahar would be using their social assets (twitter/banners/websites) to promote the activity.

     

    Shailja Vohra

    “The brand wanted us to capture the essence of the product and reach out to our target audience at multiple levels. The campaign was designed to build a category that resonates with adventure, fun and fulfilling your desire. We tapped into the power of radio and digital to reach our audiences and the results have been extremely encouraging,” said Shailja Vohra, Head Maxus ESP, India