ITV

Category: Media and Advertising

  • Cheil X launches the ‘Value for Money’ campaign for MG Hector

    Cheil X launches the ‘Value for Money’ campaign for MG Hector

    Mumbai: Cheil X has launched a communication campaign to showcase the MG Hector’s low cost of maintenance and great resale value. The bedrock of the campaign are the two films which convey the message that MG Hector delivers the most bang for the buck in its category.

    MG Hector is the flagship car from the house of JSW MG Motor India. Launched in India in 2019, it disrupted the market with its first-in-class technology offering, under the positioning “It’s a human thing.” The first connected car that came loaded with several unthinkable tech features and took the whole segment by surprise. A car that established a new benchmark in the mid-sized SUV segment.

    “The MG Hector, India’s first internet SUV, has become one of the most sought-after SUVs among Indian car buyers, as it seamlessly combines luxury, efficiency, and a bold, robust design with advanced tech features. We are excited to bring value for money campaign to life with our partner, Cheil X. This campaign aims to highlight the MG Hector’s standout offerings, such as its low TCO (Total Cost of Ownership), high resale value, and exceptional quality. Our focus is to showcase how the MG Hector delivers an unparalleled driving experience, meeting the diverse needs of our customers while offering great value.” – JSW MG Motor India head of marketing Udit Malhotra.

    The face of the campaign is a couple of films that use humor to drive home the point that MG Hector is a genuine value for money car. Both films use slice of the life, relatable situations to convey the message. The first film, through a banter between two neighbors, highlights how Hector comes with a low maintenance cost of just Rs 500 per month, which is 10-20 per cent lesser than a hatchback (As per NielsonIQ cost of ownership survey – Dec’23). The second film is a conversation between 2 friends, and shows how Hector has an incredible resale value of up to 74 per cent after three years (as per Droom study 2024). The films are part of a communication mix that also includes print, digital and social media campaigns.

    Cheil X national creative director Amit Nandwani said, “While MG Hector is loved by its owners and admired by all, not many know that Hector has an unbelievably low maintenance cost and the highest resale value in its segment. We wanted these messages to be a pleasant revelation for our target audience, a delightful discovery. Our films convey the Hector value for money story in a light-hearted, yet relatable manner. The films depict a slice-of-life banter between a Hector owner and a friend. A tinge of humour and brilliant acting make the situations come alive.”

    Cheil X chief growth officer Neeraj Bassi added, “We have dialled up the humour to home in the point that we (Indians) are value seekers and this insight has turbocharged the narrative of these films. The campaign puts it into words what we already know that we can’t pass up a product that is value for money”.

  • #WearYourWins: CaratLane’s new campaign rewards every achievement

    #WearYourWins: CaratLane’s new campaign rewards every achievement

    Mumbai: CaratLane has launched a heartfelt cultural movement with its campaign #WearYourWins. The latest campaign from CaratLane aims to empower women by encouraging them to reward every win – big or small, professional or personal. Often, women work tirelessly for these wins but may hesitate to acknowledge them. CaratLane believes that regular recognition of these accomplishments will not only boost confidence but also inspire women to achieve higher goals. Through this campaign, CaratLane seeks to raise awareness and encourage women to own and reward themselves for their wins.

    The campaign features content creator and designer Nancy Tyagi who made headlines by walking the red carpet at the Cannes Film Festival wearing an elaborate, self-stitched gown and stunning CaratLane jewellery. The brand also launched its first collection ‘PEAK’ to epitomise this campaign. The ‘PEAK’ collection was crafted to reward each step of the wearer’s journey to success. The collection features a unique (first of its kind) mountain-inspired ‘Everest Cut’ as a testament to the wearer’s journey trials and wins, shaping each stone into a symbol of success.

    Talking about the launch, CaratLane VP of marketing Jennifer Pandya said: “Enabling our customers to express themselves is our brand’s purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their own wins, whether personal or professional. According to a study* we did with Quantum only 3 out of 10 women celebrate their wins. As a brand that champions expressions, we wanted to urge women to stop undermining their wins. Rather we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.”

    It has been conceptualised and conceived by BBH India. BBH India chief creative officer Parikshit Bhattaccharya stated, “Research has confirmed some disheartening facts. Women discount their own effort; they don’t acknowledge their own achievements, and they don’t celebrate their own wins enough. CaratLane is a trailblazing brand in the way it conducts its business and in what it enables through its many innovations. It is only fitting that it is the first jewellery brand to inspire women to celebrate their victories through Wear Your Wins. The initiative comprises a film, social interventions, and many more executions to inspire women to adorn their wins with jewellery – like dazzling tattoos as reminders of wins that are important to them,”

    CaratLane’s #WearYourWins campaign has added another dimension to self-expression, seamlessly blending acknowledging achievements and rewarding oneself for their wins.

    *Based on an external study by Quantum: 28-45 years old, NCCS A, female category buyers only.

     

  • FinEdge unveils #SheInvestsBest campaign

    FinEdge unveils #SheInvestsBest campaign

    Mumbai: FinEdge has announced the launch of its groundbreaking campaign, #SheInvestsBest, aimed at creating awareness and fostering financial empowerment among women investors.

    FinEdge recognises the growing segment of women investors as more women join the workforce and seek to manage their investments independently. The #SheInvestsBest campaign is designed to address key considerations:

    ●    Gender parity: Traditionally, men have been the primary decision-makers in households. With more women earning an independent income, they now seek greater autonomy in personal financial decisions.

    ●    Social fabric: The changing social dynamics in India, with more women being single or marrying later, necessitate that women secure their financial future with their own resources.

    ●    Access to expertise: An investment expert acts as a coach, guiding investors through uncertainty. For women, aligning with experts who prioritize client interests is crucial.

    A recent study by FinEdge highlights that-

    ●    Women set significantly higher individual goals for retirement, with an average goal size of ₹5.9 crores compared to men’s ₹3.48 crores.

    ●    Women also set larger individual goals for child education, with an average goal size of ₹0.58 crores compared to men’s ₹0.44 crores.

    ●    The average investment size of women investors is ₹4,69,953, while the average investment size of male investors is ₹4,07,663.

    ●    67 per cent of women have stayed invested for three years or more.

    ●    The percentage of women investors has increased from 25.68 per cent in 2020 to 46.15 per cent in 2024, demonstrating a significant narrowing of the gender gap in investment.

    These insights highlight the strong participation, strategic financial planning, and resilience of women investors at FinEdge, emphasizing their focus on long-term goals, higher investment amounts, and early investment habits.

    Speaking on the announcement of the campaign, FinEdge CEO Harsh Gahlaut said, “We believe that empowering women with financial knowledge and resources is crucial for building a more inclusive and resilient investment landscape. The #SheInvestsBest campaign is a significant step towards achieving gender parity in financial decision-making and helping women secure their financial futures independently”.

    The #SheInvestsBest campaign aims to bridge the awareness gap among women investors, helping them achieve their financial goals. This campaign targets thousands of women yet to embark on their investment journey towards financial independence. FinEdge’s ‘Dreams into Action’ (DiA) platform is an ideal tool for women investors, offering collaborative decision-making, customized plans, and promoting the right investment behaviour for goal achievement.

    The campaign also tackles several challenges women face:

    1.    Lack of financial literacy: Provide necessary financial knowledge for informed investment decisions.

    2.    Confidence gap in investing: Boost women’s confidence to invest successfully and independently.

    3.    Time constraints for young professionals: Highlight the importance of prioritizing investment despite busy schedules.

    4.    Lack of customization: Offer tailored investment roadmaps for unique needs and goals.

    5.    Stereotypes and societal norms: Encourage women to actively participate in financial decisions, breaking societal barriers.

    6.    Delay in investing: Stress the importance of early investment decisions to achieve financial goals.

    Addressing the importance of women’s financial independence, Edelweiss Mutual Fund MD & CEO Radhika Gupta stated, “I am pleased to be a part of the #SheInvestsBest campaign by FinEdge. This initiative is a significant step towards empowering women to take control of their financial future with confidence. By providing expert guidance and fostering financial literacy, we can inspire more women to embark on their investment journey, achieve their financial goals, and ultimately, contribute to a more inclusive and diverse financial landscape”.

    Through the #Sheinvestsbest campaign, FinEdge plans to address these challenges by focusing on education through various mediums like write ups in independent online publications, social media campaigns, blog posts and any online modes of reaching out to a larger audience of women investors. The campaign would endeavour to empower women to achieve their financial goals and create a larger set of informed and confident female investors.

  • Ogilvy’s B. Ramanathan is back from Ogilvy Asia Pacific.

    Ogilvy’s B. Ramanathan is back from Ogilvy Asia Pacific.

    Mumbai: We are pleased to announce the return of B Ramanathan from Ogilvy Asia Pacific back to Ogilvy India. Ram joins us as chief client officer of Ogilvy India.

    Over a 29-year illustrious career, Ram has donned many hats. His stint in Ogilvy is now in its 24th year, 16 of which have been spent in various business and office leadership roles across markets in Ogilvy India.

    Prior to rejoining Ogilvy India, Ram’s last role was as the Chief Marketing Officer of Ogilvy Asia and the Global Brand Leader – Mondelez, based out of Kuala Lumpur. He had also been instrumental in driving the growth and transformation agenda for Ogilvy Indonesia as it’s Group CEO.

    Ogilvy India Group CEO VR Rajesh growth has been on the back of client centricity and depth of engagement and Ram’s return adds fillip to this core strength. He will focus on our top clients in bringing to bear the best of Ogilvy’s capabilities, driving transformation and growth of the businesses. He will be an important shot in the arm as Ogilvy India continues its journey of creative excellence.

    Ogilvy India chief client officer B Ramanathan, said “It feels great to be back at the mothership, especially at a time when it is going through a purple patch. With the repertoire of marquee clients, I look forward to partnering with our fantastic teams across markets in delivering transformative work and growth for the businesses.”

  • TATA Starbucks appoints Mitali Maheshwari as head of product and marketing for India

    TATA Starbucks appoints Mitali Maheshwari as head of product and marketing for India

    Mumbai: TATA Starbucks has announced the appointment of Mitali Maheshwari as product and marketing head for India. With over a decade of invaluable expertise in brand management and marketing, in her new role, she will spearhead product innovation and drive marketing initiatives for the brand.

    Welcoming Mitali Maheshwari to the team, TATA Starbucks COO Adrit Mishra shared, “As we continue building the category in India and extending our coffee leadership to deliver the signature Starbucks Experience to consumers, we are excited for Mitali to expound upon our product and marketing plans. With Mitali on board, we are also looking forward to enabling strategic product innovation that brings forth the best of global and local tastes for consumers in a manner that is familiar to them. Mitali’s dedication to her craft, coupled with her strategic mindset and innovative approach, makes her an invaluable addition to our team.”

    Maheshwari shared, “As a coffee enthusiast myself, I am looking forward to joining Starbucks India, a brand that has played a pivotal role in shaping the country’s vibrant coffee landscape over the past decade. I am humbled and excited to build on the brand’s marketing plans to drive continued growth, while delivering the distinct Starbucks experience to consumers across the country.”

    Bringing a wealth of knowledge and a proven track record in elevating brand presence and consumer engagement, Mitali previously held the position of national brand marketing manager at Red Bull India. Her strategic insights and innovative approach will serve in ensuring exceptional experiences for coffee enthusiasts across the country.

  • Zepto promotes Devendra Meel to chief business officer

    Zepto promotes Devendra Meel to chief business officer

    Mumbai: Zepto has announced the elevation of Devendra Meel to the chief business officer, effective July 2024. In this pivotal role, Devendra will spearhead category management and foster brand partnerships, ensuring optimal assortment, pricing, availability, and growth of all core categories on the platform.

    Zepto co-founder and CEO Aadit Palicha shared, “Devendra has had an incredible run at Zepto. After joining us a year ago, he played a key role in scaling our advertising business to hundreds of crores in revenue and, more importantly, built out Zepto Pass end-to-end: from an idea to 5M plus subscribers today. Devendra has executed like an entrepreneur and treated Pass like his baby, working tirelessly six-seven days a week with the Pass team to make the economics sustainable, and brought the whole company together to get Pass launched in record time.”

    Reflecting on his new role, Meel shared, “Having a front-row seat in a company poised to redefine Internet India is the opportunity of a lifetime. I am deeply committed to this mission and will bring all my energy and dedication to it. Zepto’s meritocratic, fast-moving environment offers high-stakes challenges and the potential for 10X career growth.”

    “For those excited by such prospects, our business team is actively hiring across various roles,” Meel added.

    Devendra’s journey at Zepto has been marked by transformative initiatives and a strategic vision that aligns perfectly with the company’s ambitious growth plans. His elevation to CBO underscores Zepto’s commitment to fostering internal talent and driving continuous innovation. Prior to Zepto, Devendra, an IIM-Bangalore graduate, led special initiatives at Zomato and Jio.

  • Magicrete launches tile adhesive ad campaign

    Magicrete launches tile adhesive ad campaign

    Mumbai: Magicrete, producers of AAC blocks, construction chemicals, and precast construction solutions has announced the launch of its latest ad campaign for its tile adhesive product range. This campaign, featuring actor Sumeet Vyas, highlights the advantages of using tile adhesive over traditional cement-based methods for tile installation. The ad showcases the superior strength, durability, and ease of use that Magicrete’s tile adhesive offers, ensuring a flawless and long-lasting finish.

    The advertisement video is now live on YouTube, Meta, and various OTT platforms.

    The ad campaign demonstrates the common pitfalls of using sand and cement mix for fixing tiles, such as cracking and debonding. The campaign educates consumers on why tile adhesive is a superior choice, emphasising the product’s strength and longevity.

    “In India, many people still rely on traditional methods like sand and cement for tile installation. While these methods have been in use for decades, they come with significant drawbacks, such as weak adhesion and tile breakage. Countries around the world have embraced tile adhesives, leading to widespread adoption and significant market penetration. However, in India, the penetration of tile adhesives remains at a modest 15 per cent, highlighting a substantial opportunity for growth and modernisation in the construction industry. As India advances over development index, homeowners have become more discerning and seek better products for their homes. Our Tile Adhesives meet their evolving needs, offering superior performance and peace of mind,” said Magicrete MD Sourabh Bansal.

    Talking about the concept, Cellar Door Productions director Rishav Rastogi said, “This is the second time we have had the pleasure of working with Magicrete, albeit on a different product range. The tagline ‘Naya Ghar Banta Hai Magicrete se’ resonated perfectly well with the company’s range of Tile Adhesive products. The campaign marks a significant shift in how people perceive home building. It encourages homeowners to move beyond traditional methods of fixing tiles, embracing the superior technology and durability of Magicrete’s products. Sumeet Vyas, with his relatable on-screen presence brings the character to life and embodies the trust that we wanted to convey. The two ad campaigns are set to revolutionise the way people think about tile installation.”

    Magicrete has been at the forefront of modern construction technology in India for the past decade, contributing significantly to the ‘Housing for All’ initiative through its innovative yet affordable construction solutions. The company is spearheaded by a team comprising graduates from prestigious institutes such as IIT Kharagpur, IIT Delhi, and IIM Lucknow and is backed by notable investors including Motilal Oswal Private Equity and India SME.

  • Canva unveils ‘Dil Se, Design Tak’ campaign in India

    Canva unveils ‘Dil Se, Design Tak’ campaign in India

    Mumbai: Canva has unveiled its inaugural brand marketing campaign ‘Dil Se, Design Tak’ in India. This new campaign comes as the company doubles down on hyperlocal integrated marketing initiatives to reach and educate diverse segments of Indian users.

    India, home to a vibrant creator community, has quickly emerged as Canva’s fifth largest market, experiencing remarkable growth in 2023. Today over 120 Indian creators are now participating in the Canva Creator Program, and India’s Canva for freelancers community has 240,000 members—a testament to the growing demand for visual communication among knowledge workers and freelancers in the country.

    Canva’s latest brand campaign, ‘Dil Se, Design Tak’, highlights the power of using Canva to transform ideas into reality; encouraging individuals from small to large enterprises in India to unleash their creativity at work. Be it collaborating on projects between teams or creating winning pitch decks, Canva has always been at the forefront of making design accessible to everyone, from students and teachers to small business owners and large organisations.

    With the launch of this brand marketing campaign, Canva aims to deepen its connection with Indian users, and enhance top-of-mind awareness of its unique offerings.

    “In today’s world of work, effective visual communication is crucial. At Canva, we’ve seen first-hand how visual communication empowers teams to express ideas clearly, increase collaboration, and supercharge innovation,” said Canva India’s growth and marketing lead for Chandrika Deb. “To demonstrate our commitment and build a truly local brand in India, we launched this campaign to highlight how Canva is leading the charge when it comes to visual communication at work. ‘Dil Se, Design Tak’ reminds us all that there’s a designer in each and every one of us, and our creativity can flourish at work and in everyday life, with Canva.”

    In collaboration with OML Entertainment, the campaign features brand films that convey Canva’s overall brand proposition, integrating product messaging. It adopts an integrated marketing approach, showcasing creatives across TV and digital platforms.

    “So much love has gone into this campaign,” said Only Much Louder SVP and executive creative director Manav Parekh. “Partnering with Canva has been a creatively fulfilling endeavor that allowed us to realize their vision of democratizing design. Through this campaign, we aim to demonstrate how Canva’s intuitive tools can transform everyday moments into creative expressions, seamlessly integrating the power of design into daily communication. With ‘Dil se, design tak,’ our goal is to establish Canva as a brand that deeply resonates with Indian users. We’re here to recognize and nurture the creativity in everyone, positioning Canva not just as a tool, but as your new best friend for self-expression and innovation at work and in life.”