ITV

Category: Brands

  • Polident tells denture wearers to eat, speak & smile with confidence

    Polident tells denture wearers to eat, speak & smile with confidence

    NEW DELHI: GSK Consumer Healthcare has launched the first campaign for their denture care brand, Polident, in India. The ‘Eat, Speak & Smile with Confidence’ campaign attempts to create a relatable conversation with denture wearers to enjoy simple pleasures of life without worrying about dentures and associated social embarrassment – thus, bringing out the benefits of using the denture care brand.

    People with dentures constantly worry about embarrassing social situations that they might experience because of their dentures. This leads them to be alert and vigilant even while enjoying simple happy moments that life has to offer– like eating their favourite foods, speaking or even laughing in front of others.

    The film starts with a man in his early 50s meeting a friend during an everyday social occasion. When offered a hard food like chakli or murukku, the host cautions him to be careful with dentures. The guest meanwhile confidently bites into the food and proudly announces that he enjoys his food without worrying about dentures, as Polident holds his dentures in place all day long.

    Through a relatable situation, the campaign creates awareness that one is not alone in dealing with their dentures, be it partial or a full denture. It also shows the benefits of Polident denture fixative – in ensuring a secure fit, which enables denture wearers to live confidently without concerns. The campaign has been launched as a television commercial and a digital film.

    GSK Consumer Healthcare Area marketing lead- oral health Anurita Chopra elaborated, “Today, one out of every seven Indian above the age of 45 wears a denture and majority of them are unaware of products that can help them take care of their dentures. Through this campaign, we want to create awareness about Polident Denture Fixative product in a simple, relatable way. The campaign aims to position Polident as the new age companion for denture wearers, enabling them to enjoy simple pleasures of life without worrying about dentures.”

    Polident is the global leader in the denture care category and offers products to improve comfort, hygiene and oral health of people who wear dentures. Polident Denture Fixative cream was launched last month in India by GSK to strengthen its oral care portfolio, which already consists of the Sensodyne range of toothpaste and toothbrushes. 

  • Love coffee? Now you can bathe with it

    Love coffee? Now you can bathe with it

    NEW DELHI:  Caffeinated personal care brand mCaffeine has launched India’s very first coffee bean-shaped bathing bars. Coffee Bathing Bars, an array of caffeine-based soaps, mark mCaffeine’s foray into the beauty soap market in India.

    The PETA-certified, extensive R&D based mCaffeine Coffee Bathing bars are well formulated and pH balanced. The bathing bars bear the fun tagline – ‘Bean Me Up!’ to bring coffee lovers the literal meaning of bathing in coffee. All coffee bathing soaps have been shaped like coffee beans and infused with the aroma of fresh coffee, in order to deliver an elevated bathing experience. The product series will feature three distinct bathing bars, namely – espresso, cappuccino, and latte. Apart from the main ingredient of pure Arabica coffee, which is known for its cleansing and toning properties, the soaps also contain other ingredients such as pure coffee oil (in espresso), almond milk and caramel (in cappuccino), and cocoa butter (in latte) which are essential for a healthy, lustrous, moisturised, and nourished skin.

    Co-founder & CEO Tarun Sharma said, “At mCaffeine, since the moment we launched our first product, we have always been out to make a difference. There is a shift towards the naturals segment as consumers are worried about chemicals. We have acted swiftly enough to adapt to changing consumer preferences and have expanded our offerings in the clean label (natural as a choice) which the brand embodies. We have always been conscious of what ingredients we use and are mindful of the expectations of the millennials. Our coffee bathing bars will set new benchmarks in the personal care brands space offering environmentally sustainable and eco-friendly products.”

    Over 12 months of extensive research and an investment of around half a million dollars have gone into the careful curation, design, and production of the coffee Bathing Bars. mCaffeine plans to sell more than two million units of the Coffee Bathing Bars in three years, with half a million sales expected in the first year itself. It has also applied for patenting the Coffee Bathing Bars.

    “It is through such innovation that we have turned mCaffeine into an Rs 100 crore Indian brand in just four years, thus creating the phenomenon that is caffeine skincare in India which is so rarely seen in the Indian markets,” added Sharma.

    All Coffee Bathing Bars have a pH of 5.5 which is the same as human skin, which enables them to nourish and cleanse all skin types without drying them. In comparison, regular soaps are pH 8< which, in the process of removing dirt and sweat, also strip the skin off its essential natural oils. 

    mCaffeine’s Coffee Bathing Bars are also vegan, cruelty-free, i.e. none of its ingredients, formulations or finished products have been tested on animals. The coffee bathing bars are also free from SLS, paraben, mineral oil, and their formula is both dermatologically tested and FDA-approved.

  • Wavemaker India retains media duties of Perfetti Van Melle

    Wavemaker India retains media duties of Perfetti Van Melle

    New Delhi: Wavemaker India today announced that it has retained media duties for Perfetti Van Melle. Wavemaker has been furthermore entrusted with integrated media duties for Perfetti Van Melle India.

    Wavemaker India has been the media agency on records since 2006 in India. The multi-agency pitch saw participation from other leading agencies. The account will continue to be handled out of Gurugram office.

    PVM director marketing Rohit Kapoor said, “Wavemaker has been a trusted partner for nearly 14 years now and we are delighted that our partnership will start its 3rd innings after a well contested integrated media pitch process. Wavemaker has over the years played a significant role in our success and we hope this innings will be an equally good one for both of us.”

    Wavemaker CEO – South Asia Ajay Gupte expressed, “We are extremely thrilled to renew our relationship with Perfetti Van Melle. It is a matter of great pride to win additional mandate of integrated media and continue the traditional media mandate. I am confident with our new operating system, newer models in analytics, e-commerce and media we will be able to unlock growth and drive further efficiency to the brand”.

    In addition, Wavemaker has been appointed by the sweets giant to handle the account in other main markets US, China, Netherlands – as well as in the UK, MENA, Belgium, Turkey and Indonesia – after a series of local pitches held throughout 2020. Wavemaker now handles 85 per cent of Perfetti Van Melle’s global media spend.

    Wavemaker chief client officer and Head – North & East Manso Datta said, “This is an extremely exciting moment for us. To renew our 14 year long relationship and get entrusted with additional digital mandate over our core media mandate is a testament of the existing equity we enjoy with PVML along with our expertise and competency on digital media . We eagerly look forward to creating innovative and award-winning work for Perfetti Van Melle”.

    Perfetti Van Melle is one of the world’s largest manufacturer and distributors of confectionery and chewing gum. Perfetti Van Melle India is the manufacturer of the brands like Mentos, Alpenliebe, Chupa Chups, Center Fresh, Happydent, Center Fruit and many more. 

  • Mumbai City FC teams up with Cisco

    Mumbai City FC teams up with Cisco

    NEW DELHI: Mumbai City FC has signed on global technology leader Cisco as its  official network technology partner. Cisco will feature on the club's matchdays in the Indian Super League, and at the Islanders' training facility at the Nagoa Village Panchayat Football Ground. 

    During this three-year-long association, Cisco will support all aspects of the club's business through their networking solutions, and connect the first team to fans in Mumbai and across the country via Cisco Webex. 

    Cisco director of global sponsorships Brian Eaton said, "The pandemic is giving rise to a low-touch, digital economy, where even the future of sports must be reimagined with technology at its heart. This partnership represents an opportunity to leverage our technology to make a positive impact, not only on the business and operations of Mumbai City FC but on the local community as well. Over the past year, our solutions have helped numerous clubs around the world stay connected to each other, their fans and their local communities during a season unlike any other, and we are excited to work to forge new ground together in Mumbai." 

    Mumbai City FC co-owner Bimal Parekh said, "We are delighted that Cisco will be a part of the Mumbai City FC family and will partner with us for the next three years. Cisco has shown, especially in the last six months, how valuable its strategic technology solutions are to the future of connecting fans to teams and the sport they love. We look forward to achieving excellence with their support both on and off the pitch for years to come." 

    City Football Group brokered this partnership as part of its consultancy services to the club. Cisco has a relationship with City Football Group and last year became an official technology partner for five City Football Group clubs – Manchester City, New York City FC, Melbourne City FC, Yokohama F. Marinos, and Sichuan Jiuniu FC – for which it provides networking and video collaboration solutions. 

  • RBI approves re-appointment of Uday Kotak as MD & CEO of Kotak Mahindra Bank

    RBI approves re-appointment of Uday Kotak as MD & CEO of Kotak Mahindra Bank

    New Delhi: The Reserve Bank of India has approved the re-appointment of Uday Kotak as the managing director and chief executive officer of Kotak Mahindra Bank for a period of three years with effect from 1 January 2021, according to a filing.

    Kotak is the founder managing director and promoter of the bank and has already served as the head of Kotak Mahindra Bank for the past 17 years.

    RBI also granted approval for reappointing Prakash Apte as part –time chairman and Dipak Gupta as joint managing director for a period of three years with effect from January 2021.

     

  • Timex Group forges e-retail partnership with Timehut

    Timex Group forges e-retail partnership with Timehut

    NEW DELHI: The retail industry was steadily growing, till the pandemic brought an abrupt paradigm shift in the consumer sentiments, affecting the industry in an unprecedented way. Ensuing restrictions like lockdown and sanitisation protocols has led to a transformation in shopping habits that is led by the emergence of e-retail.

    To capitalise on the growth in e-retail and to offer its consumers a worry-free shopping experience, Timex group has partnered with retail entity Timehut as an authorised online retailer for its leading brands. This deal authorises Timehut to sell all the brands under Timex group across various ecommerce portals such as Flipkart, Amazon, Myntra, Ajio, Tata Cliq as well as the brand's own channels. This will help Timex India to have control and grow the marketplace across channels.

    Timex Group  MD Sharmila Sahai said, “We are elated to announce the partnership with Timehut today which will efficiently help us in reaching our existing and new customers base faster and offer an exhilarating digital experience to them. With Timehut, we are expanding our product portfolio and increasing preference for our brands across segments to cater to the diversified needs of our consumer groups. We will ensure we meet the requirements across markets – metros and tier-1 and 2 through a convenient shopping experience for all.”

    Timehut, supported by TGIL, is fully developed for e-commerce platforms and is open for strategic partnerships with brands looking to amplify their online presence. What it also offers to its consumers is 100 per cent guaranteed authentic watches, the biggest range of products which no other single entity can have, smooth delivery within 72 hours and support of a dedicated consumer helpline.

    Ranging from luxury watch brands such as Salvatore Ferragamo, Versace & Teslar to premium fashion brands including Ted Baker, Furla, Nautica & Versus Versace to home-grown brands like Timex, Helix and TMX, Timehut will be authorised to sell all brands under the Timex group at all e-commerce marketplaces and will cater to the needs of the convenience-seeking and fashion-oriented customers. Apart from the pan India outreach, this will also enable consumers in smaller cities, with limited offline stores, to shop from the vast range of watches offered by Timex group brands.

  • Tata Tea focuses on West Bengal in regional marketing blitz

    Tata Tea focuses on West Bengal in regional marketing blitz

    NEW DELHI: Tata Tea Gold has initiated a hyperlocal strategy to its marketing, shifting the needle from not just celebrating ‘India pride’ but to also evoking ‘regional pride’. The brand aims to usher in a new era of hyperlocal advertising and communication in the FMCG category and stay away from the clutter. So far, it has released campaigns for Odisha, Delhi, UP, and is extending to other states.

    In its quest to celebrate regional pride, the brand has recently launched its latest film focusing on West Bengal.

    The campaign is aimed at celebrating the ‘Bengali way of life’. When it comes to their love for food, the people of West Bengal take great pride in their rigorous selection, approach and an eye for detail. The new campaign is a celebration of this uniquely Bengali cultural code – khutkhute-ness – that is evident in everyday situations.

    The film, conceptualised by Mullen Lintas and created by veteran Bengali filmmaker Shoojit Sircar, opens in a Kolkata street food stall where a young office going woman, who has just taken the first bite of jhalmuri, stops in between and asks the vendor to give crunchier ones. More such illustrations follow, whether it is for measuring the exacting thickness in a perfect plate of kosha mangsho or the softness and warmth of a roshogolla or the right firmness in a fish, all showcasing the Bengalis’ penchant for perfection in every little thing around food. It reaffirms that Bengalis will never settle for anything less than perfect.

    The film then pans out to a woman asking for aromatic tea leaves. While evaluating some tea in her hand, she looks unsatisfied. She asks for tea that would lend the taste buds a relishing flavour. The shopkeeper hands over the shiny gold pack of Tata Tea Gold, assuring her of a flavourful tea.

    Tata Consumer Products senior vice president marketing – packaged beverages Puneet Das said, “We wanted to celebrate the West Bengal way of life by bringing alive this core idea of ‘a perfectionist mindset’ of Bengalis, especially when it comes to their everyday food and beverage choices. This is very well expressed through this colloquial term of khutkhute-ness and we have tried to capture this through situations that will be relatable to most Bengalis.”

    Mullen Lintas chief creative officer Garima Khandelwal added, “The journey of this commercial was about landing on an insight that holds completely unmistakably true for the region, just how many brands of Tata Tea portfolio are doing with region-specific insights that evoke extreme relatability and makes the tea one’s own. What followed was then sharpening it with creative juices and partnering with the right talent. While sarcasm has long been the brand tonality, this was the first time we attempted it, in this humorous avatar.

    A few weeks ago the brand launched its film focusing on Odisha. It illustrates how the people of Odisha don’t indulge in unnecessary confrontation but shows them taking charge when it counts. The proposition of that campaign is ‘Kadak iraadon vale Odisha ke liye kadak Assam chai’.

     

  • Akshay Kumar takes the immunity pledge with Dabur Chyawanprash

    Akshay Kumar takes the immunity pledge with Dabur Chyawanprash

    NEW DELHI: Embattled FMCG Dabur India, whose flagship product Dabur Honey was at the centre of a controversy after failing the NMR purity test, is now relying on star power to turn around its dented fortunes. The company has signed on A-list actor and fitness icon Akshay Kumar as the new face of its health supplements brand Dabur Chyawanprash.

    A new campaign featuring Kumar, a paragon of what it means to live healthy, calls on the nation to come together and pledge to build “inner strength and fighting spirit” in these uncertain times.

    “Strong immunity is the need of the hour with the threat of illnesses looming around us,” said Dabur India Ltd CEO Mohit Malhotra. “Dabur Chyawanprash, with the power of more than 40 herbs like Ashwagandha, Giloy  and Amla, has always stood for boosting immunity to fight illnesses. Dabur Chyawanprash has always celebrated and championed the cause of building the health of the nation. Akshay Kumar is emblematic of health, fitness and inner strength, the properties of Dabur Chyawanprash. We are happy to welcome him to the Dabur family.”

    The new campaign serves as a rallying cry, inviting Indians to keep their immunity strong for themselves and for the nation.

    “With this communication, Dabur Chyawanprash, along with the charismatic Akshay Kumar, are also establishing our strong sense of pride about ‘Made in India, by Indians, for Indians’, and caring for every Indian household’s immunity and well-being,” added Malhotra.

    Conceptualised by McCann Worldgroup India, the film attaches a deeper purpose to why each one of us needs to keep our immunity high. It takes the idea of immunity from safety for an individual to the strength for an entire nation. And it does that by inviting Indians to take a pledge for becoming strong from within so that we can support each other in this journey and emerge stronger.

    “Har ghar me, har kisi ko, leni he ek shapat khud ko strong banane ki, kyuki hum strong rahenge tabhi toh har mushkil se ladenge. Bharat kare vishwas, har din Dabur Chyawanprash.” Leading this pledge is Akshay Kumar, who helps galvanise the masses in joining this movement.

    Prasoon Joshi, chairman, McCann Worldgroup, Asia Pacific CEO & CCO McCann Worldgroup India, said: “Akshay is a fitness icon in our country and so is the brand Dabur Chyawanprash. I have always believed that there should be an inherent resonance between the brand and its endorser, which is absolutely so in this case. I have been part of Dabur’s communication for more than two decades and seen the journey to the top. This will be another great chapter in the brand’s journey and would strengthen the relationship with the consumers.”

    Akshay Kumar said: “I am immensely proud and happy to be a part of the Dabur family. Dabur has relentlessly nurtured the country’s health and fitness through the science of authentic Ayurveda. I really believe that together, Dabur and I, will take Dabur Chyawanprash to every household, every person – so that collectively our nation’s immunity becomes stronger and we can conquer every challenge.”

    The film’s essence is in activating and tapping into the power of immunity and collective action. It portrays Indians from different walks of life who are doing their bit to keep the nation going. And at the heart of it is their inner strength driven by the core of benefit of Dabur Chyawanprash – 2X immunity. 

  • Prega News spends 25% marketing budget on digital for Anushka Sharma campaign

    Prega News spends 25% marketing budget on digital for Anushka Sharma campaign

    NEW DELHI: There’s always been money in the baby business. Therefore, it’s no surprise that Hollywood stars have often monetised their pregnancies – from brand endorsements to magazine photoshoots, featuring baby bumps and later, the baby itself. It’s a well-documented fact that one-time golden couple Brad Pitt and Angelina Jolie had signed a seven-million-pound deal with the UK’s Hello! magazine for publishing the first photos of their new-born twins. Since then, celebrity pregnancies have become more lucrative and gained further impetus with the rise of social media and the influencer phenomenon.

    In India, one of the most recognisable brands associated with pregnancies is Prega News from Mankind Pharma. And there is a good reason for its visibility – Prega News has time and again onboarded well-known faces like Neha Marda, famous for her prominent role in the hit TV serial Balika Vadhu; as well as Bollywood biggies like Shilpa Shetty Kundra and Kareena Kapoor Khan. It has recently signed on expecting mother and A-lister Anushka Sharma as its brand ambassador. 

    At present, Prega News holds 80 per cent of the market share in the pregnancy test kits segment in India, and these high-profile celebrity endorsements have been a major contributing factor.

    In a recent conversation with Indiantelevision.com, Mankind Pharma Ltd general manager – sales and marketing Joy Chatterjee offered insights into the brand’s strategy to rope in Anushka Sharma, its marketing plans that will support the current campaign, and how he expects 2021 to be. 

    The brand has always focused on picking the right ambassadors to build trust and extend its reach into diverse markets, revealed Chatterjee. “Collaborating with A-list actresses has improved our brand imagery and equity tremendously. Since we always go with mothers or expecting mothers, our advertisements are very real and resonate with mothers across the nation. In turn, this type of marketing has made our brand synonymous with the category of pregnancy detection kits and secured the position of India’s No.1 brand for us.” 

    On being asked what prompted the brand to get Anushka Sharma as its new face, while their existing ambassador Kareena Kapoor Khan is also pregnant, Chatterjee explained that they wanted to specifically target a younger demographic of moms-to-be.

    “This year we specifically wanted to target young mothers and when we learned about Anushka’s pregnancy, we quickly seized the opportunity. She perfectly fits the role of a young mom and has a fan base that’s young, modern, and fun-loving, just like her. Also, the entire nation is curious about listening to her experiences and thoughts on being a mother,” he noted.

    That is certainly true. Sharma, who is expecting her first child with husband and Indian cricket team captain Virat Kohli, has been making waves on social media ever since the couple announced the big news. Everything from her due date, to performing complicated yoga asanas in the third trimester becomes a viral sensation – which only serves as added publicity for the brand.

    Chatterjee is relying heavily on digital media to promote the current campaign, as it has evolved into the best and most economical way to communicate with people. However, the biggest chunk of the marketing budget is still reserved for television. 

    “The campaign will be aired on television and all our digital platforms. The largest chunk is reserved for TV spots followed by digital platforms like Instagram, Facebook, and YouTube which occupy 25 per cent of our marketing spend. Along with these, you’ll also see the campaign on various OTT platforms, out-of-home hoardings, and airport brandings,” he detailed. 

    The brand has bought a total of 18 ad slots a day on television across genres like general entertainment channels, news, music, and movies. The ads will mostly be visible during the prime time slots to garner maximum visibility. 

    Chatterjee is expecting 2021 to be a great year for the brand and has hinted that they will be going ahead with some exciting new product launches. “The strategy again is to promote them heavily on digital platforms and change the way the product category has been operating,” he said before signing off. 

  • Cycle Pure Agarbathi Official Umpire Partner of LPL

    Cycle Pure Agarbathi Official Umpire Partner of LPL

    Colombo: Cycle Pure Agarbathi, India’s largest and the only certified carbon neutral incense brand, strengthened its longstanding support to cricket by associating with the ongoing My11Circle Lanka Premier League (LPL) 2020. The brand has been roped in as an official umpire sponsor and will be visible on-ground through multiple properties like Third umpire decision on giant screen, umpire apparel, perimeter boards, boundary ropes, giant screen and sight screen. The leading home worship brand is also the official partner for the Fair Play Award in the annual cricket extravaganza to enhance the sportsmen spirit among the players.

    Speaking about the association,  Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “It is an honour for Cycle to associate with My11Circle Lanka Premier League. This initiative will make our association stronger and reinforce our commitment to cricket and in the Sri Lankan market. Cricket has been a key element in our brand journey right from our inception and it has worked brilliantly for our brand. It is a sport that binds us all together and we would like to be associated with all such true emotions and forms of reverence. Be it our products or associations we have always tried to foster a sense of respect, and adulation and this association is a logical manifestation of this vision.”

    Anil Mohan, CEO of IPG, the promoters of LPL, said, “We are delighted with the response for LPL from the brands across sectors. Brands are actively choosing LPL as the marketing vehicle to deliver their business ambitions in a tough 2020. All brands that have come in so far have chosen to up their investments significantly.

    Sangeet Shirodkar, Director of LPL said, “The pandemic has not been easy on anyone and with brands coming all out and supporting us means how much they have believed in this league. These brands will get to leverage the power of multiple screens, multiple languages and broaden their reach and engagement like never before. My11Cricle Lanka Premier League continues to be an unmissable platform to build brands.”

    Sri Lanka Cricket (SLC) VP  Ravin Wickramaratne said, “We welcome Cycle on board as the official Umpire Partner and the associates of Fair Play Award for My11Circle Lanka Premier League 2020. Their willingness to support us in this league is a proof of the potential of the brand LPL.”

    Over the years, Cycle Pure Agarbathi has become one of the leading companies to associate with sports across the world. Their continuous participation in sporting activities has resulted in exciting cricket properties like Red Alert, Third Umpire branding and Milestone branding. Brand’s dedicated and continuous focus towards nurturing sporting talent has resulted in them being actively involved in the development of various sports. They are also owners of Mysuru Warriors, a T20 team in a state league franchise of a national repute, offering aspiring sporting enthusiasts a platform to hone their skills as well as to witness and learn from established professionals.