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Category: MAM

  • Mumbai Indians ‘DilKholKe welcome nine IPL franchises

    Mumbai Indians ‘DilKholKe welcome nine IPL franchises

    Mumbai: Ahead of the much anticipated first match of the Indian Premier League (IPL) set to be played on 26 March here, the Reliance Industries-owned franchise Mumbai Indians has gone all out to welcome the fellow nine franchises to its home city. 

    The #WelcomeDilKholKe billboards, customised to each of the visiting teams, have been set up across key locations in the city and uses a creative rendition to bring alive the spirit of sports, excitement and affection. 

    The campaign celebrates the spirit of Mumbai, the camaraderie of the teams and showcases their passion for sports. A dash of yellow to ‘Welcome Chennai Super Kings – Whistle Podu Dil Khol Ke,’ while Kolkata Knight Riders are welcomed to the city with their iconic ‘Korbo Lorbo Jeetbo Dil Khol Ke’ slogan.

    These warm heartfelt messages are greeting players, officials and the fans of each of these franchises representing different parts of the country as they set base across Mumbai for the IPL 2022. There is anticipation in the air, as fans, too, look forward to returning with fervour into the stadium to support their teams.

    “The billboards installed across the city capture the creative expressions of the spirit of Mumbai – the city of dreams which welcomes every individual to its land of opportunity,” Mumbai Indians spokesperson said. “We, Mumbai Indians are a reflection of the city, its ethos and this campaign is a tribute to the warmth of the people of Mumbai in welcoming all the franchises of our IPL family.”

    “With IPL back in India and Mumbai, Mumbai Indians look forward to welcoming its loyal blue & gold Paltan back to the stadiums. We take pride in having one of the most passionate fan army – the Paltan who have backed the team for a decade and more with their unrelenting energy and enthusiasm.”

    The fifteenth edition of the T20 League is set to be played across Mumbai and Pune. Mumbai Indians will start their campaign against Delhi Capitals at Brabourne Stadium on 27 March.

  • Concern India aims to curb vaccine hesitancy with a new social campaign

    Concern India aims to curb vaccine hesitancy with a new social campaign

    Mumbai: Even as India rushes to reach its goal of vaccinating 100 per cent of the eligible population, many are still hesitant to take the jab against Covid-19. Keeping this in mind, Concern India Foundation, a non-profit organisation has launched a social campaign in areas of Bangalore with high vaccine hesitancy. With the help of community leaders, the foundation has created a unique audio appeal called the Divine Voice.  

    “The temples and mosques in India have speakers. These speakers usually broadcast prayers and holy messages. Concern India weaved vaccination messages into these prayers. These messages were then broadcast live through these speakers by the community leaders themselves,” said the statement.

    “Though vaccines were available, there was a poor turnout in the vaccination camps. Our discussion with Ogilvy led to launching the campaign,” commented Concern India deputy director Pampa Chowdhury. “Initially we were apprehensive whether it would work. But with immense cooperation from all the stakeholders, the campaign worked. People showed up in numbers, creating a model that can be used as an awareness tool.” 

    According to Chowdhury, “Earlier only about 30 or so people would turn up for vaccination. But after the campaign, more than 200 people were vaccinated per day, and more were in waiting.” 

    Encouraged by the positive response to the campaign, Concern India Foundation is looking to expand its Bangalore model to more areas. “We will continue with the vaccination drives using this model…religious influences can be a catalyst of social change,” Chowdhury further said.

    Attachments area

  • Virginia Sharma joins Google Cloud as India marketing head

    Virginia Sharma joins Google Cloud as India marketing head

    Mumbai: Former JioSaavn executive Virginia Sharma has joined Google Cloud as the India marketing head. 

    At JioSaavn, Sharma worked as vice president – brand solutions, where she was responsible for driving the adoption of the audio OTT platform’s advertising solutions for brands and overseeing agency and client relationships.

    Previously, she was associated with LinkedIn as sales director – marketing solutions for about six years. 

    Her earlier stints also include software major IBM, where she served in various roles including vice president, marketing, systems and technology group; CMO India/VP, marketing and communications; director, marketing and communications, software among others. 

    An Indian School of Business alumnus, Sharma has been in the marketing sphere since 1999.

  • Gulco splashes organic colours with Holi

    Gulco splashes organic colours with Holi

    Mumbai: As the lockdown has eased and the impending doom of the Covid-19 wave is fading away. Indians are preparing well to welcome the festival of Holi. However, people have become a little conscious about what they eat, wear or apply on their skin! Understanding this behavioural change, Jaipur-based cosmetic startup Gulco has brought out a unique range of organic Holi colours and backed with a digital advertising promotion that is buzzing on social media.

    The tagline of the campaign #KhushiyaanAapkeRangHumare and the effort by Gulco is to ensure that those celebrating the festival of colours have a safe and nature-friendly Holi. According to founder Divya Jain, organic is the new normal! From organic vegetables to organic products and clothes, people are becoming too conscious about organic products.

    Jain says: “Gulco is a conscious celebration brand that aims to provide a unique experience of luxury to joyful moments. Our ethos lies in not just creating but elevating.”

    And on the occasion of Holi, Gulco is offering a 100 percent chemical-free product range that is safe for the environment and users. Jain explains that Gulco’s products are intricately handcrafted with pure, organic, real and indigenous ingredients to make the celebrations more memorable. 

    Jain points out that the campaign is very close to people’s hearts because the past two years have been a dull and dark phase for everyone. What makes this campaign special is the hope to get back to a normal life after continuous struggle and lockdowns for the last two years. 

    People are looking forward to celebrating the ‘Holi’ festival whole-heartedly in 2022. 

    “This hope has been the driving force that birthed Gulco. With this campaign, we make sure our celebrations are more wholesome than ever in every way,” Jain says.

    Post Covid-19 unlock turned out as an opportunity 

    She also reveals the idea behind the campaign! She highlights that the motive was to tap into the emotional connection with the target audience. 

    “After a long pandemic, everyone has been longing to celebrate and rejoice with their loved ones. That was one of the key motives we were targeting to achieve. With the overall rise in the social media consumption and screen time of our target audience, social media awareness of the brand has been our primary concern while launching the brand,” Jain says.

    The aim is to translate memories and emotions into products and experiences. For Holi 2022, we have developed a new range of gulal made from real flowers and enriched with essential oils. A lot of people are sceptical about playing Holi because of the skincare repercussions.

    “All our colours are made from food-grade produce, real flowers and essential oils. Our products are safe for children too,” she says.  

    How Gulco’s spreading awareness around organic

    On being asked how Gulco spread awareness around organic products and what impact they have created so far, Jain says that to spread awareness they are focusing on micro details to create a macro difference. For example, Holi and its colours are too common to even realise that we can go nature friendly here! But we realised it, hence launched this product.

  • PaperBoat rolls out its summer campaign with fresh new flavours

    PaperBoat rolls out its summer campaign with fresh new flavours

    Mumbai:- Packaged beverage brand PaperBoat has rolled out its first campaign for the summer. The campaign conceptualised by The Script Room, showcases the various flavours of PaperBoat Swing. The agency was named as the beverage brand’s creative partner recently following an account win.

    The ad film, set in a heart-warming setting, sees a couple of children working up a cosplay of a lemonade stand, where they are serving the refreshing flavours of the drink to their mother. 

    The campaign will be seen on television and digitally as well. 

    “This is a new variant of Paper Boat. And we felt that it would be best to now just introduce ourselves and our offering to the world. The task was to continue to keep the innocence and simplicity that the brand is known for. And still infuse it with some newness. We’re delighted with the outcome. It’s always been a great pleasure to work on Paper Boat,” The Script Room co-founder and the director of the film Ramsam (Rajesh Ramaswamy) said, speaking about the campaign.

    Adding to Ramsam, Ayyappan Raj, co-founder, The Script Room said, “Once in a while in life, and business, you need some sort of an affirmation. For me, Neeraj choosing to work with us was exactly that. Paper Boat ad from The Script Room means a lot to us. The new Swing film is a lovely starting point and first of many good things to come”. 

  • The Advertising Club has announced that Emvies 2022 will take place on 25 March

    The Advertising Club has announced that Emvies 2022 will take place on 25 March

    Mumbai: The Advertising Club (TAC) has announced that the latest edition of the Emvies will take place on 25 March at Taj Land’s End from 6.30 p.m onwards. The event is presented by Google, powered by Colors and in association with Times of India. 

    The Emvies are coveted media awards that focus on innovation, strategy, research and seamless integration. The awards are back after a hiatus during the pandemic. With over 1000 entries this year, the best minds in media and advertising will compete for recognition at the awards.

    The event will be attended by top-notch professionals from the media, advertising and marketing fraternity. The campaigns that go on to win an ‘Emvie’, the trophy is presented to both the media agency and the client.

    “It’s been a long break and we at TAC are eagerly waiting to see some of the great work that has been done in the last year and hope to recognise and reward the best of the best in each category,” said The Advertising Club president Partha Sinha. “We have a special recognition ‘The Young EMVIE of the Year’, in honour of Pradeep Guha, a stalwart and legend in the world of media and entertainment. With Google being our presenting sponsor this year, it’s befitting that we’re looking for innovation at the heart of everything. We are excited and ready to get the ball rolling in earnest, move the inertia of the last two years into a juggernaut of momentum and host perhaps THE grandest Emvies to date. All the best to every participant, may the best work win!”

    This year the Envies return with a new look and logo that has been designed by Digitas.

    “We are delighted to be partnering with The Advertising Club on the most prestigious and highly anticipated media awards,” said Google Asia Pacific vice president marketing – India Southeast Asia and South Asia Sapna Chadha. “At Google, we incorporate innovation and creative strategy in everything we do and we’re eager to see what the young creative minds of India have produced in the past year. It is our absolute pleasure to be a part of this legacy and hope to see some great work being recognised.”

  • Taproot Dentsu wins creative mandate for Biba

    Taproot Dentsu wins creative mandate for Biba

    MUMBAI: Taproot Dentsu has been awarded the creative duties for the Indian ethnic brand, BIBA. The account was won by the dentsuMB company and creative agency from the house of dentsu India following a multi-agency pitch, and will be serviced from the agency’s Gurgaon office.

    As per the mandate, Taproot Dentsu will create campaigns for BIBA’s ‘2022 spring-summer collection’. The focus will be on the brand’s perspective on today’s woman and its commitment to providing her ample choice in terms of outfits, irrespective of the occasion.

     Speaking of the association, BIBA managing director Siddharath Bindra said, “We are excited to partner with Taproot Dentsu as our creative partner for BIBA. They bring to the table a good mix of understanding the category and interesting creative outputs for the same. We look forward to our partnership and creating some great campaigns together.”

    “Biba is a well-established brand that every woman has seen, heard of, and at some point, shopped from,” added Taproot Dentsu Gurgaon executive vice president & head of office Abhinav Kaushik. “To work with such a well-entrenched brand in giving it a contemporary voice that will connect with the woman of today is both exciting and challenging. We are working closely with the Biba team for their upcoming collections and are gearing up to create a fantastic campaign for 2022.”

    BIBA has recently launched a variety of styles such as workwear, occasion wear, fusion, mix & match, to name a few. Apart from this, the brand has also launched a line of clothing called ‘BIBA Girls’ for young girls aged 2-15.

    Taproot Dentsu national creative director Titus Upputuru commented, “Fashion is such an exciting segment! In my college days, I remember creating designs for a few women’s Indian wear design boutiques in Delhi. When we got a chance to work on Biba, a homegrown Indian brand, my mind went straight to my college days. Working on the new direction of the brand and checking out the new collections was so fascinating. The colours, the fabrics, the cuts are all very exciting and we are excited to create stunning new campaigns for the brand!”

  • Havas Media bags the integrated mandate for Valvoline

    Havas Media bags the integrated mandate for Valvoline

    MUMBAI: Following a multi-agency pitch, Havas Media India has secured the integrated mandate of lubricant company Valvoline – ‘the Original Engine Oil’. The mandate includes offline, online and OOH duties. Havas Media Group India president & chief client officer Uday Mohan led the pitch, and the business will be handled by his Delhi team.  

    “At Valvoline, we firmly believe in the quality of execution and power of innovation to remain a step ahead of market demands,” Valvoline Cummins chief marketing officer Ipshita Chowdhury said. “As a brand, the 3 key values we stand by are – being Humble, being Hungry and being Smart. We wanted an agency that could emulate these values and Havas Media made the right cultural fit. I’m confident of Havas Media’s capabilities, and their strategic, audience-centric, meaningful media approach, in strengthening the effectiveness of our marketing initiatives, with a focus on building the upper funnel awareness and brand equity.”

     “We are proud to have secured the integrated media mandate of Valvoline, a leading global brand in the lubricant category,” said Havas Media Group India CEO Mohit Joshi. “In India, Valvoline Cummins’ long-term, sustainable and ambitious plans, coupled with its 25-year-old legacy, is set to carve a niche for itself, making it a market leader in the segment. We look forward to driving the next phase of growth for the brand using Havas’ proprietary tools and by creating meaningful media experiences.”

    Valvoline Cummins Private Limited (VCPL) manufactures a wide range of fluids, viz., engine oils, gear oils, radiator coolants, brake fluids etc. for engines made by various OEMs. The company has a team of over 400 employees across the country, more than 450 distributors, 50,000 resellers and 2,000 direct customers, according to the company, and serves varied audiences, ranging from a mechanic, truck driver, farmer, and the end consumer.

  • Shah Rukh Khan’s ‘SRK+’ app runs out of ideas, thanks to Disney+ Hotstar

    Shah Rukh Khan’s ‘SRK+’ app runs out of ideas, thanks to Disney+ Hotstar

    Mumbai: Shah Rukh Khan is at it again! A day after building up buzz and keeping his fans guessing over the launch of his supposed new OTT venture ‘SRK+,’ the Bollywood superstar has released a video that takes the narrative further for the app. In what’s now clearly a collaboration between the actor and Disney+ Hotstar, the ideas are hilariously dismissed as having been already explored on the streaming platform.

    The video sees the star with his reel manager discussing story ideas, trying to figure out new ideas for SRK+. This time around they are also accompanied by filmmaker Anurag Kashyap who pitches in with a couple of story ideas of his own. But they are all variously shot down because apparently the concepts for a film/web series have already been seen on the Disney+ Hotstar platform.

    In the ad film, finally out of desperation, the actor demands to know if they have anything ‘good’ at all on hand, to which his manager consoles him by saying they do have an IPL team. Much to their consternation, Kashyap shoots this down by cheekily pointing out that the Disney+ Hotstar platform has the Tata IPL too!

    https://www.instagram.com/tv/CbKBWv7gYAp/?utm_source=ig_web_copy_link

    Actor Ajaya Devgn too joined in the banter on social media by adding his two bits to it with a hilarious caption that read, “Sorry @iamsrk pehle bata dete, Rudra SRK+ pe hi release karta. Ab #ThodaRukShahRukh.”

    Khan has been keeping his fans guessing about his big OTT move for a while now. The enjoyable ads created in partnership with Disney+ Hotstar have been garnering a lot of attention and eyeballs from netizens and industry colleagues alike. This latest one takes off from where he left off in September last year when the streamer released a promo on the superstar’s alleged debut on OTT.

    On Tuesday, SRK posted a message on his Instagram and Twitter handles, with the loaded caption: “Kuch kuch hone wala hai, OTT ki duniya mein”

    https://www.instagram.com/p/CbHOCOGommx/?utm_source=ig_web_copy_link

     Celebrities like Salman Khan and Karan Johar had joined in the fun, too, congratulating Shah Rukh Khan on his supposed digital venture. 

  • GUEST COLUMN: Can D2C beauty brands of today be the market leaders of tomorrow?

    GUEST COLUMN: Can D2C beauty brands of today be the market leaders of tomorrow?

    Mumbai: A lot is being written and said about direct-to-consumer (D2C) brands in general, and D2C beauty brands in particular. Low entry barriers, relative ease of consumer targeting through online channels, and a burgeoning beauty market overall have led to a veritable explosion of beauty brands that have followed an online-only (or online-first) approach to product marketing. Can these brands eventually replace some of the incumbents today as the market leaders of tomorrow? The answer (the easy one, as always) – it depends. On what? Three key factors:

    Product strength and innovation capabilities

    Marketing gets the customer; the product keeps her. Any amount of smart & shiny marketing (made all the easier through creator apps) will not substitute for the moment of truth when the consumer applies the product on face, lips, hair or body. And for the compliments, she gets from friends or family or colleagues, which is a key factor in driving overall delight with the product.

    Being able to consistently deliver on interesting promises, while keeping up with rapidly evolving tastes and trends, is the top critical success factor for new-age brands looking to become market leaders. This takes a motley combination of agility, patience, long-term commitment, and the right innovation approach to get the marketing mix right – again and again.

    Omnichannel expansion

    Despite explosive growth, the online channel still accounts for 10 per cent or less of the overall beauty market in India. It is believed that the online share in China and the US is closer to 50 per cent, even with the post-Covid acceleration. It’s clear, therefore, that in the medium term, any brand with scale ambitions has to be able to succeed in both online as well as brick-and-mortar distribution environment. The two could not be more different from each other and need diverse sets of skills and capabilities to be developed. The arrival and maturing of distribution aggregator apps might make this a little easier for newer brands, though.

    Scalable systems and processes

    Most of the (well-funded) emerging brands today are solving for speed and agility (defined as flexibility and speed of response). Sustainability of the approach, margin stability and resilience in the face of extreme market swings (on both supply- or demand-side) are yet being developed. Several brands are expected to reach a somewhat mature stage over the next 2-5 years, and those that are able to put in place scalable systems and processes across functions (marketing, distribution, supply chain etc) would be the ones poised to make the leap into the big league.

    The landscape in 2026

    The inherent strength of the incumbent brands in terms of brand, distribution and product capabilities notwithstanding, it can be safely said that the dynamics of the industry have changed forever. Consumers are open to (and in fact, hungry for) fresh ideas and delightful new experiences, and a lesser-known brand is no longer a barrier. The market is likely to be no longer dominated by a handful of brands but would indeed have a ‘fat middle’ of similar-sized brands, best known for a few categories each. To get there, and stay there, new-age brands have their work cut out along the above three dimensions.

    (About Author: Shankar Prasad is the founder and CEO of Plum)