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Tag: JCB

  • MG Motor India and Red Comet Films come together to celebrate #GharKiLaxmi

    MG Motor India and Red Comet Films come together to celebrate #GharKiLaxmi

    Mumbai: Red Comet Films (RCF), a renowned ad film and digital content production house, recently launched two powerful films during the festive period in collaboration with MG Motor India celebrating #GharKiLaxmi. The films, rooted in the essence of familial relationships, aim to redefine the traditional narrative around festivals, emphasizing the significance of empowerment, acceptance, and enduring love within Indian households.

    Inspired by a real-life story, #GharKiLaxmi captures emotions of parents who celebrate the homecoming of their daughter after a divorce, the way they celebrated her bridal farewell. The campaign aims to break shackles associated with societal stigmas and paradoxes where women are looked down upon by society once they decide to step out of an abusive marriage.

    The second movie depicts girls from various homes being raised in a conventional way, with rules about what toys to play with, how they should behave, and what activities are exclusive to men. It then goes on to show how there is a Laxmi in every home and that achieving dreams and following passion is not gender specific but more about the will to do things.

    Talking about the company’s commitment to showcasing powerful stories in a simple yet effective way through video, Ankit Ahuja, Founder, Red Comet Films, said, “At Red Comet Films, we believe in narratives that inspire change and celebrate the strength within our families. The #GharKiLaxmi campaign is a testament to our dedication to fostering empowering stories that resonate with audiences on a deeper level. MG Motor India collaborated with us to challenge societal norms and promote diversity while also laying emphasis on the integrity, dedication, and energy of women. Together, we aim to create a narrative that not only captivates but also catalyses positive change in society.”

    Commenting on the launch of this social media campaign, MG Motor India marketing head  Udit Malhotra said, “Diwali is associated with Lakshmi, the goddess of prosperity and in India, women are revered like Lakshmi. Through this soul-stirring narrative, MG aims to challenge societal taboos, encourage empowerment, and promote Stree Shakti which also resonates with our philosophy to unravel the hidden potential of women and enable them to take up challenging roles at every step of their journey.”

    In a short span of time, Red Comet Films, an IJCP Group company has become a leading production house, celebrated for creativity, innovation, and a steadfast commitment to exceptional results. Some notable names that the production house has worked with since inception include Morris Garages, Cognizant, JCB, Microsoft, Lufthansa, BITS Pilani, Bill & Melinda Gates Foundation, Nestle, Dettol, Flipkart, and Uber, among many others. With a seasoned team of professionals in advertising and digital media, the production house specializes in crafting visually stunning ad films and digital content ranging from fashion, fiction, consumer goods to technology, automotive and more.

    #GharKiLaxmi | Happy Diwali | MG Motor

    Celebrating the Laxmis of our nation | #GharKiLaxmi

  • JCB India to kick off marketing campaign in Jan 2014

    JCB India to kick off marketing campaign in Jan 2014

    BENGALURU: Indian construction equipment manufacturer JCB India (JCB) plans to showcase 19 innovative made-in-India machines at Excon 2013 in Bengaluru on 20 November. The company also plans to kick off a campaign at the start of its financial year, which is January-December.

    JCB’s marketing and communication plans are mainly BTL. “In the case of an automobile company, the spends would be around 70:30 skewed towards mass media, with BTL forming a small part of the spends. In the case of construction machinery companies such as ours, it would be around 85 per cent spends on BTL activities, and just 15 per cent towards mass media and that too generally in bursts,” revealed JCB Executive VP of marketing, business development and corporate affairs Amit Gossain to indiantelevision.com.

    “Our communications on television make more sense on the regional channels where, maybe, my customer doesn’t even understand English, but could be a big buyer. We do use mass media such as television and newsprint and spend some money on news channels, etc., but our core communications are more the experiential kind,” said Gossain.

    JCB takes part in events such as Excon 2013 where it claims to have booked the largest exhibition space of 4250 square meters this year. JCB holds customer-connect programmes, takes customers to visit its factories, gets dealer inputs, etc., as a part of its BTL activities. Besides, it subsidises a part of the marketing and communication expenses of its dealers.

    Industry experts say that companies such as JCB could be spending anything from 0.5 to 3 per cent of annual turnover towards marketing, a figure range that Gossain agrees with for JCB, but refuses to peg the actual spends. In the case of a company such as JCB India with revenue of Rs 6000 crore, even the lower number would translate into marketing spends of Rs 30 crore per year.

    “Despite an industry downturn of about 24 per cent, we have seen our revenue drop by just about 9-10 per cent, which means that our market share has grown,” said Gossain. “We are confident of the future in India and are setting up two new manufacturing plants in Rajasthan and have planned investments of Rs 500 crore over the next five years,” he revealed.

    Stressing on quality, a strong customer support network and fuel efficiency, JCB’s tagline is ‘We care, that is why we are everywhere.’
    New Delhi based Infinity handles the creative and media buying duties for JCB India.