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Tag: Makani creatives

  • Makani Creatives creates #Don’tStop campaign for Shopper’s Stop to empower women

    Makani Creatives creates #Don’tStop campaign for Shopper’s Stop to empower women

    Mumbai: On the occasion of Women’s Day, Makani Creatives conceptualised a campaign – #Don’tStop for Shopper’s Stop that is aimed at dismantling the societal pressures and biases that women face in the realm of fashion and beauty. Women, often subjected to relentless scrutiny and judgment, find themselves questioning their choices and feeling underconfident due to unrealistic standards set by society.

    The #Don’tStop campaign urges women to embrace their choices fearlessly, encouraging them not to hold back. The video features a girl facing criticism for being deemed ‘Too Flashy,’ ‘Too Bold,’ ‘Too Revealing,’ ‘Too Tight,’ ‘Too Wild,’ and ‘Too Fake,’ mirroring the judgment many women encounter in every walk of their life.

    Taking inspiration from this insight, Shoppers Stop’s campaign challenges the status quo by empowering women to embrace their individuality and live authentically, without apology. In a society that constantly dictates what women should wear, how they should look, and how they should present themselves, #DontStop encourages women to break free from these confines and celebrate their uniqueness.

    Commenting on the campaign, Makani Creatives co-founder  Sameer Makani said “As long-standing creative partners of Shoppers Stop, we wanted this topical campaign to authentically reflect the brand’s ethos. Fashion being one of the most powerful forms of self-expression was our inspiration. The campaign serves as an empowering reminder to block out negative comments and make choices based on one’s personal preferences and comfort.”

    Shoppers Stop customer care associate and chief marketing and communication officer Shwetal Basu added “When team Makani presented the idea, we were struck by the power of simplicity in the storytelling and yet the impact it had on every woman in the room. It beautifully resonates that as a brand, we stand proud champions of confidence, determination, and inclusivity, paving the way for every woman to embrace her fashion journey.”

    The campaign film exudes just the right amount of intensity yet speaks to the audiences in the most relatable and honest manner. It is a commitment to embrace women’s individuality and let them live fearlessly without worrying or being judged.

  • Makani Creatives unveils ‘Rollioverse’ with Ananya Panday for American Tourister

    Makani Creatives unveils ‘Rollioverse’ with Ananya Panday for American Tourister

    Mumbai: Metaverse and CGI continue to be the hottest tech trends in Marketing. American Tourister India effortlessly rides this wave with their new campaign announcing the launch of a futuristic design innovation in luggage.

    Conceptualised by Makani Creatives, the campaign harnesses the power of CGI and tells a captivating story inspired by the award-winning design innovation of the new American Tourister Rollio Bags. Featuring Ananya Panday, the brand has created an enchanting world where each piece of the American Tourister bag becomes a portal to extraordinary experiences.

    Samsonite South Asia Pvt Ltd marketing communications head Pradnya Popade said, “American Tourister is a brand for the young and restless who love exploring. The vibe is full of fun and high energy. We’ve taken this energy up a notch with our latest launch, Rollio; bags designed with cutting-edge style for those who #OwnTheRoll. Unveil the future of travel aesthetics with Rollio’s signature roll-shaped silhouette, seamlessly merging chic with functionality. What better way to introduce these bags than by transporting the audience to a whole new verse? A verse inspired by the bags’ innovative and fun design. Choosing Ananya Panday to be a part of the Rollio verse was a natural fit. She’s stylish, fun, and owns everything she does.”

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Ananya (@ananyapanday)

     

    In the film, the audience immerses in the RollioVerse by following the journey of Ananya Panday into a whimsical world that mirrors the distinctive charm of the Rollio bag. In this surreal landscape, she is surrounded by captivating landscapes, landmarks, and unforgettable experiences, heightening every emotion and sensation that is encounters while exploring with a Rollio bag.

    On the campaign execution, Makani Creatives digital client servicing director Yashtika Vaswani said, “Our goal is to captivate the fantastical imaginations of the audience by creating a unique blend of the physical and digital worlds. The power of CGi technology allows us to bring our wildest imagination to life, creating a magical world so accurately inspired by the product.”

    “The RollioVerse is a testament to Makani’s commitment to pushing boundaries and embracing the future. What we do best is, to use technology as a tool to build on the brand pillars and not rely on execution alone” said  Makani Creatives chief integration officer Pavan Punjabi. 

  • Digital success unleashed: How to achieve maximum reach through content promotion

    Digital success unleashed: How to achieve maximum reach through content promotion

    Mumbai: The complexity for marketers today is that the rule book keeps evolving and changing. The fragmentation of media channels, lack of assured ROI and the options to avoid being advertised to all makes the job of making a bang for every buck spent, harder than it has ever been.

    As partners to our clients, we are not only involved in the creative side of content development but we also play a big role in deciding the promotion plan, media choice and budget allocation through our media buying services. This unique capacity itself helps us look at content marketing in a holistic way, wherein we are able to pool in learnings from various departments to make sure a campaign delivers authentic results. Our North Star is not to just hit numbers when it comes to reach, but also to ensure how much engagement the content gets.

    I often come across spirited discussions on how one must choose Influencers primarily as a media vehicle. Their number of followers is considered a guaranteed reach. Unfortunately, that is hardly ever the case. Going by published benchmarks, the reach rate of an Instagram account with 500K followers is 1-2 per cent for stories and 10-12 per cent for posts. Only in the case of celebrity posts have we seen a higher reach of upto 50 per cent when it comes to branded content.

    Our head of digital media buying, Varun Melwani, has some interesting thoughts on the topic as well. “Look at platforms like Viral Bhayani and Instant Bollywood and evaluate their engagement rate. It gives you a very clear understanding of what people want to consume on the internet”. Meme marketing is another great avenue to accelerate reach. However, one must understand that the content that gets shared here has to be tailored to the account and its audience and not be obviously advertising-y. For example, in the past, we have ‘leaked’ frames from a celebrity ad on their fan pages with links to the brand page. This performed way better in terms of engagement and reach than when we posted the actual ad film. What comes next is to be absolutely clear about what such an activity does for the brand – does it build credibility and brand equity, no. Does it hit Awareness targets and reach. Absolutely.”

    The key lies in being absolutely sharp in what the goal of the campaign is and then curating the right mix basis budgets. If influencing the brand’s perception is the primary objective, I would not consider higher reach as a success metric. I would look at the audience profile that the engagement comes from. If a brand is new and would want to increase their Awareness, One will often argue higher the budget, better the reach. But as we have established already, some strategic thinking in picking the right mix can extend the value of every ad-rupee one spends.

    Here are some points and questions I go back to time and again when developing end-to-end campaigns:

    1.   Promotion does not just mean ads on the Big 2 platforms – Meta and Google (X is axed by most clients today for reasons known to all). Using Groups, Communities, Fan Pages, Meme Accounts can play a big role in delivering quality reach.

    2.   The content you create itself determines the reach it will get. The paradigm shift from pushing advertising to creating content that gets pulled, keeping audience behaviour and interests is at the key to optimising organic reach

    3.   Don’t expect the same content to work across platforms and ad-types. Putting the same message and same type of content will reduce the effectiveness of the money spent.

    4.   Read between the lines when reviewing performance reports and media pitches. There is more than what meets the eye when it comes to being ‘’assured’ a certain reach.

    5.   Lastly, don’t be swayed by hitting higher numbers; reaching the right audience who are engaged is far more effective than shelling big bucks to reach a lot of generic audiences.

    Creativity in our industry has now transcended from content development to how to promote said content. Finding a partner who can navigate this complexity and strike a balance in the quantitative and qualitative aspect of planning the promotion mix is rare but worth the search.

    This article has been authored by Makani Creatives chief brand officer Suchana Sarkar.

  • Makani Creatives brings alive Eeken by Paragon’s ‘Weekend Everyday’ spirit

    Makani Creatives brings alive Eeken by Paragon’s ‘Weekend Everyday’ spirit

    Mumbai: Eeken by Paragon launches their latest campaign conceptualised by Makani Creatives. Targeted towards the country’s 18–25-year-olds, the brand exists to fulfill the spirit of their young consumer who live by YOLO philosophy. Their tagline “Weekend Everyday” is an echo of GenZ’s desire to live every day in a light-hearted and fun way.

    This is the maiden campaign by Makani Creatives after winning the brand’s mandate earlier this year. “Weekend Everyday” is the guiding principle of the younger generation. They want to embrace everyday like it’s a weekend, living freely and enjoying every moment. Eeken is the enabler of this desire by providing stylish and comfortable footwear that keeps the customer on their toes.

    The film showcases the brand as an agent of transformation taking the wearer from the humdrum of everyday life to a weekend state of mind. Once they wear Eeken, we see our customer step into their day with a pep in their step and a song in their heart. In a dramatic visualisation we see a transformation in the protagonists when they come across Eeken. It completely changes them, as they revel in their new avatar.

    Makani Creatives executive creative director Prasad Rao said, “’Weekend everyday’ talks to the youth of today. They are free-spirited, agile and bindass. This film is an attempt to talk to this audience and to strike a chord with them and their culture. Eeken footwear is driven by design and are at par with any big brand and the intent here was to showcase the flexibility, comfort, usage of the products through a narrative that stays true to the vibe, the style and the culture of the brand and its audience.”

    “Eeken is our gateway to connect with the younger population of the country” said Paragon Footwear executive VP Sachin Joseph. “We draw inspiration from the psychographic of our target audience and strive to deliver what they desire. This reflects across our product design as well as our communication.”

  • Makani Creatives and Stimulus by Paragon pave the way for change with a new campaign

    Makani Creatives and Stimulus by Paragon pave the way for change with a new campaign

    Mumbai: Stimulus by Paragon Footwear has launched a fresh new iteration of their brand platform, “Badhte Raho. Badalte Raho” in time for the festive period sweeping the country, marking the start of Autumn Winter. Conceptualized by Makani Creatives, the campaign embodies the core of the brand, which is a celebration of the determination, perseverance, resilience and dedication of the young and driven.

    Stimulus has been a cheerleader of their target audience. They take pride in enabling and supporting their consumer, who will stop at nothing to make their ambitions come through. With this purpose in mind, Makani Creatives has created an Omni-channel campaign that uses simplicity to strike a motivational conversation with their audience.

    Living online, in the era of social media, it is inadvertent to compare with others or believe a faux “for the lens” narrative leads to self-doubt and placing inhibitions on oneself. The brand understands that these are the biggest obstacles in an individual’s way of achieving their goals. Stimulus, therefore, focuses on the change of self and personal betterment that can snowball into societal change. Stimulus by Paragon, believes that as a brand, it is only appreciation and celebration that these individuals deserve.

    “Stimulus, as the name suggests, aims to add a boost to every step you take towards your goals” said Paragon Footwear executive VP Sachin Joseph. “Our footwear is crafted keeping in mind comfort that will enable our customers to reach excellence.”

    It’s about encouraging the celebration of every tiny achievement without drawing parallels for the brand. The campaign encapsulates the essence of the brand with a dynamic and confident approach to storytelling. Showcasing incidents in the lives of their target audience, the campaign is able to achieve the attention of its target audience and form a relatable connection with them.

    Makanis Creatives executive creative director Prasad Rao also expressed his views on the conception of the campaign by stating, “There is an unabashed rawness to the thought of “Badhte Raho. Badalte Raho.”, which we liked. It resonates well with the doers of the world today, who have a fairly strong sense of who they are.

    They don’t let their emotions or mental state of being become barriers in their heads. They’re prepared to take risks, change perceptions and break stereotypes. They’re ready to bring a change. Stimulus believes in this ‘sense of self’. And acts exactly as its name suggests – as a stimulant that evokes confidence and encourages its audience to defy all odds.”

  • Makani Creatives wins integrated creative mandate for brands Stimulus and Eeken from Paragon Group

    Makani Creatives wins integrated creative mandate for brands Stimulus and Eeken from Paragon Group

    Mumbai: Footwear brands Stimulus and Eeken, subsidiaries of one of the oldest footwear names in India- the Paragon group, have appointed Makani Creatives as their AOR to handle the Brand Creative and Social Media mandates for both brands. The agency brings their full scale Integrated Brand Communications capabilities to this partnership and will shape the narrative of both Stimulus and Eeken across traditional and new media.

    Both Stimulus and Eeken are brands that are targeted to the youth and will benefit from Makani Creative’s strong pulse on this target segment. While Eeken is for the easy-going college kid, living life like #WeekendEveryday, Stimulus is meant for the young, early-jobbers full of dreams and go-getter energy. Their footwear range is crafted for comfort so that their target audience can focus on their ventures. Coming from the house of Paragon, the products are designed to display their expertise in quality and longevity.

    Speaking on the vision for the brands, Paragon Footwear CMO Shawn Chandy said, “Our products are not just made for our consumers, they are inspired by them. With this partnership, we look forward to tapping into Makani’s pulse on the younger generations and connecting meaningfully and deeply with our consumers.”

    Makani Creatives chief integration officer Pavan Punjani said, “It is very exciting to work on brands whose purpose is clearly defined and promises to deliver more than just stylish products. Both brands have a shared DNA but distinct purpose. Stimulus is the true representation of India. It is a catalyst that will help Indians push beyond their limit and achieve what they set their eyes on. Eeken is a celebration of the lightness and joy of being young. Our role is primarily to help both the brands communicate across diverse mediums- be it mainline, digital or on-ground, without losing out its core essence.

    Speaking of the association, Paragon Footwear executive VP  Sachin Joseph added, “Both Stimulus and Eeken are on an accelerating growth trajectory and we are excited to have Makani Creatives partner with us bringing their expertise in the footwear category and creative thinking that balances fashion and storytelling.”

  • Makani Creatives’ Dussehra campaign weaves stories of victory

    Makani Creatives’ Dussehra campaign weaves stories of victory

    Mumbai: Makani Creatives, the acclaimed creative design agency, is proud to present a series of captivating creative ideas that seamlessly blend symbolism, innovation, and tradition. These designs, meticulously crafted, capture the essence of the brands they represent and pay tribute to the age-old festival of Dussehra.

    GKB:

    GKB’s Dussehra post artfully communicates the idea that victory is within one’s reach when equipped with a clear vision. A true masterpiece, this creative integrates the product seamlessly into the visual while delivering a powerful message through words. It encapsulates the essence of triumph and the importance of a clear vision, embodying the spirit of the festival.

    Nova:

    Drawing parallels with the epic saga of Rama, who defeated Ravana with strength, vision, clarity, and focus, Makani Creatives presents Nova’s Dussehra creative. Just like Rama, Nova products exhibit these attributes, which is why we seized the opportunity to beautifully intertwine the brand with this significant cultural moment. Nova’s dedication to strength, vision, clarity, and focus is captured in this creative, resonating with the timeless tale of good prevailing over evil.

    Walkway:

    In a breathtaking fusion of symbolism and design, Makani Creatives has harnessed the power of an arrow, reminiscent of the one shot from Rama’s bow, to symbolize triumph. This creative masterpiece seamlessly incorporates the Walkway logo, representing the brand’s commitment to leading with style and precision. Paying homage to courage, design, and heritage, this concept captures the very essence of Walkway’s journey, echoing the triumph of good over evil.

    Makani Creatives takes immense pride in these exquisite designs, celebrating the spirit of Dussehra while paying homage to our client brands. These creatives exemplify the agency’s commitment to blending creativity with tradition and innovation. We believe that each of these designs is a work of art that will resonate with audiences and inspire them with the message of triumph and clarity.

  • ALDO launches Fall Winter ’23 collection with stellar campaign

    ALDO launches Fall Winter ’23 collection with stellar campaign

    Mumbai: ALDO, a brand renowned for hi-end fashion launches the highly anticipated Fall Winter`23 Collection. The brand roped in Aditya Roy Kapur along with Janhvi Kapoor, who’s already the brand ambassador for ALDO, for the launch of this campaign.

    The brand campaign to promote this new collection was launched on the company’s social media handles, and is conceptualized by Makani Creatives in a way that it encapsulates the essence of trendsetting fashion that is a fusion of traditional and a dash of modernized dazzle that sets a new bar in the fashion segment.

    The collection showcases an exquisite palette of neutral tones, infused with delicate touches of glitter and flashes of chrome, mirroring the forthcoming festive and wedding season. It’s a celebration of fashion that’s both global and intimately Indian.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by ALDO shoes (@aldo_shoes)

     

  • Makani Creatives launches inaugural Lavie Sport campaign with Ranveer Singh

    Makani Creatives launches inaugural Lavie Sport campaign with Ranveer Singh

    Mumbai: Makani Creatives captures the essence of the newly announced Lavie Sport sub-brand in an energetic campaign featuring the vivacious powerhouse, Ranveer Singh. The new sub-brand positions itself as a ‘hybrid bag’ with a unisex appeal. Lavie Sport is the men’s accessories sub-brand from Lavie, one of India’s most popular handbag brands for women. The essence of this brand is to enable an active lifestyle, through their high performance, multi-functional and durable backpacks, duffle bags, and trolley bags.

    The campaign line, “Work, Play, Slay” encapsulates the design USP of the product line, which is sporty meets functional, with a cheeky ode to the Gen-Z lingo. This generation is now entering the workforce and will be sure to use fashion accessories to make a personal statement.

    The high-energy creative execution complements the promise of the brand – to enable an active lifestyle. Over the past 10 years, Makani Creatives has developed expertise in building lifestyle retail brands. The agency has a bias for fashion-forward design and execution and a strong pulse on the consumer.

    Prasad Rao, ECD at Makani Creatives said, “There is no one better than Ranveer Singh to stand true to the message of Work. Play. Slay. He has been killing it in the industry for years now. Be it his films, his roles, the characters, or even his style, he slays it every single time. And that’s what excited us because that is exactly what Lavie Sport stands for. His energy defines the generation today. And the best part was it all came effortlessly to Ranveer. It’s just the way he does things, it’s his way of life. It was a pleasure to work with him and witness his energy translate beautifully onto the creatives.”

    Speaking of the campaign and the partnership with Makani Creatives, Lavie & Lavie Sports CEO and founder Ayush Tainwala stated, “Makani has beautifully captured the active and energetic essence of our brand, in the film and stills. This formidable synergy between the products, our brand ambassador, and the campaign will surely encourage Indians to adopt an active lifestyle.”

     

  • Unveiling the Unspoken: How Silent Influencer Marketing is Reshaping the Creative Landscape

    Unveiling the Unspoken: How Silent Influencer Marketing is Reshaping the Creative Landscape

    Mumbai: The current landscape of marketing demands numerous decisions from marketers, ranging from allocating budgets across different channels to determining key variables within those channels. These decisions require meticulous attention to detail. Today’s focus in marketing is heavily centered on achieving expansive outreach on social media platforms, often overshadowing the once paramount goal of enhancing a brand’s reputation.

    The brands that prioritized bolstering their reputation through marketing efforts were assessed biannually via quantitative research. While not all brands possess multinational corporations budgets for comprehensive field research, the pursuit of positively influencing brand perception and equity should regain prominence in marketing strategies.

    Amidst the ongoing dilemma between extending reach and nurturing brand equity, influencers come into view. Undoubtedly, influencers wield considerable influence over their audience’s affinity or aversion to a brand, trend, or cause. They have even been instrumental in the ‘de-influencing’ movement, which highlighted the pitfalls of the influencer economy due to insincere endorsements. Nevertheless, influencers offer brands a cost-effective means of amplifying their message. This often involves collaborating with a mix of nano, micro, macro, and mega influencers, depending on the available budget. While mega influencers demand a premium due to their follower count and perceived expertise, many brands prioritize quantity over quality when selecting influencers.

    According to me, silent influencers play the role of wildcards. These influencers gradually establish themselves as subject-matter experts within a niche. They differ from mega influencers in that they don’t push personal opinions but instead curate content from diverse experts, often in interview-style formats. This content aims at fostering growth and learning rather than mere entertainment. Silent influencers emphasise meritocracy and dialogue, and their most notable impact is their ability to convey authenticity. In a world dominated by polished ads, silent influencers provide a refreshing dose of raw, genuine content. This authenticity deeply resonates with audiences seeking genuine connections in a digitally fabricated landscape.

    These influencers prompt brands to prioritize quality and credibility in influencer marketing, moving away from coercion and quantity. They possess the potential to enhance a brand’s equity through their own positive image. Modern brands challenging conventions or aiming for behavioral shifts can benefit from associating with silent influencers to engage potential customers in meaningful conversations. Our efforts on “Master of Denim” for Lee Cooper demonstrate that Indian consumers across various segments are receptive to longer content formats if they hold personal significance.

    Whenever a chance for dialogue with the audience arises, to justify a stance, or to alter long-held perceptions, silent influencers can play a pivotal role, especially when engaged over a prolonged period. Industries like new-age financial services, healthcare, and wellness, requiring in-depth comprehension, particularly stand to gain. The challenge remains in assessing ROI beyond reach, a topic that warrants a separate discussion.

    The author of this article is Makani Creatives CBO Suchana Sarkar.