Tag: DDB Mudra Group

Bengaluru, India – Meesho, a local internet e-commerce platform, has launched its newest campaign, centred around the message of Loon Ya Na Loon, or the consumer dilemma of choosing one item over the other, and Sahi Sahi Lagaya Hai or the appeal of having the right price on the platform.

In separate 30-second TVCs, we see three different consumer segments – women, men and young adults, where the campaign highlights Meesho’s unmatched value proposition of offering quality products at the lowest prices. In addition, the campaign also tackles the fact that users fulfil multiple desires and for many value-seeking consumers, shopping has become an exercise of choosing one desire over another.

Conceptualised by agency DDB Mudra, the campaign is also focused on showcasing the protagonist’s journey from contemplation to a no-compromise shopping experience on Meesho.

Megha Agarwal, head of growth at Meesho, said, “When consumers want to purchase something they desire, the guilt or need to cut down on other expenses often crop up, making them prioritise one desire over another. The core objective of the campaign is centred around resolving the ‘Loon Ya Na Loon’ predicament. At Meesho, we are helping millions fulfil their desires by providing them a wide selection of quality products at the lowest prices.”

Meanwhile, Pallavi Chakravarti, creative head for West at DDB Mudra, commented that through Meesho’s appeal of putting up the appeal of a right price, the campaign result is a breezy yet insightful campaign which they believe will resonate with their target audiences around the country.

“To buy or not to buy – that is the question. Which bargain-hunting, value-conscious Indian shopper has not hit the pause button and wondered about all the demands on her/his budget, before picking up something? It is this behavioural truth that we played on to land a simple message – Meesho offers prices so low, you’ll never have to choose between one thing or the other again,” Chakravarti said.

The campaign will air on major TV networks such as in addition to YouTube, and OTT platforms. Each film is shot in three zonal master languages – Hindi, Tamil, and Bengali and further amplified in other regional languages.

Mumbai, India – Advertising agency DDB Mudra Group has appointed the former executive vice president and head of strategy at creative firm Taproot Dentsu, Anand Murty, to be its new head of strategy.

Murty’s career spans over 18 years. Prior to joining Taproot Dentsu, he also worked as the former senior planning director at creative agency Ogilvy and the former brand manager at consumer goods giant Reckitt Benckiser. In addition, Murty has led brands such as Sprite, Smartwater, Voltas, and Honda, as well as Pernod Ricard, and GSK, among others.

As part of his new role, Murty will now be leading the strategy function for DDB Mudra’s offices, including Mumbai, Bengaluru, and Gurugram. He will be reporting directly to Amit Kekre, DDB Mudra Group’s national strategy head.

Commenting on his appointment, Murty said he is stoked to be a part of the team and it is an absolute privilege for him to work with the incredible set of planners that DDB Mudra has nurtured over the years. 

“I look forward to building and keeping up the momentum – and loving every moment of it,” added Murty.

Meanwhile, Kekre said, “I am very excited to have Anand on board. With him on the team, a revamped strategy structure to suit the agency of the future, I am confident that we are in an even stronger position to fuel the Group’s ambitions and growth.”

Mumbai, India – McDonald’s India has announced that Indian actress Rashmika Mandanna is the fast food chain’s new brand ambassador for its key advertising campaigns, especially in West and South India.

Mandanna has been featured in various Telugu and Kannada films such as ‘Kirik Party’, ‘Sarileru Neekevvaru’, ‘Geetha Govindam’, and ‘Dear Comrade’. She also currently has a total of 15 million followers on Instagram, making her a household name and a popular face among millennials, especially in the Southern states of the country.

“McDonald’s has been one of my favorite brands since I was a kid. I’d literally lived on McDonald’s when I was in college. When they reached out to me for this association, I was absolutely thrilled! I am delighted to represent a brand that is passionate about serving yummy food with great quality to its consumers,” Mandanna stated regarding her appointment as brand ambassador.

She added, “McDonald’s has been serving Indian consumers for 25 years and counting now and is definitely a preferred choice across all age groups. I am really excited about my partnership with such an amazing and trusted brand.”

Meanwhile, Arvind RP, director for marketing and communications at McDonald’s India (West and South) said, “We are delighted to have Rashmika onboard. She is someone who connects strongly with millennials and is a popular youth icon.”

Mandanna, popularly known as the ‘National Crush’ has expressed her love for food through her social media handles, on several occasions. Rashmika will be a part of key brand campaigns and will play a pivotal role in enhancing ‘brand love’ for McDonald’s across key markets.

Mumbai, India – Indian cricketer Mahendra Singh Dhoni, most commonly known as MS Dhoni, partakes in a new campaign by the Indian arm of oil company Gulf Oil, which takes the ambassador in a ‘memory lane’ with his younger self.

Titled #GulfDhonixDhoni, the campaign sees Dhoni’s self back in 2005 and his current self sharing both their love for biking and the cricket sport. The campaign focuses on the blend of performance of Dhoni and Gulf Oil’s Gulf Pride oil product, drawing the consistent performance of both entities.

The campaign, made by DDB Mudra Group, was strategically released on the 10th Anniversary of India’s 2011 World Cup Victory, one of the greatest sporting moments for Indian cricket fans.

Speaking about his participation in the campaign, Dhoni stated that he is happy to be associated with a brand that is driven by passion to move forward.

“As an avid biker myself, I can very well connect with the brand’s proposition and product offerings. This campaign makes me nostalgic as I revisit my favorite cricketing moments including the winning shot at the 2011 World Cup Finals. It gave me a feel of how it would be to meet my younger self, what we would talk about and what I would advise him if we met,” he stated.

Rahul Mathew, chief creative officer at DDB Mudra Group said, “Great brands should tell great stories. And with Dhoni, we had an engaging story that we could tell the world while building on the brand’s promise of consistent performance.”

According to Ravi Chawla, managing director and CEO at Gulf Oil Lubricants India, their newest campaign is intended to strengthen their position as one of the well-known brands when it comes to important consumer mind measures or brand health measures.

“At Gulf, we pride ourselves on being an innovator and we seek to consistently push the envelope when it comes to our product quality and benefits. In keeping with this ethos, we recently upgraded our flagship 2-wheeler engine oil, Gulf Pride 4T. While previously the brand promise was about “Insta pick-up”, and it resonated strongly with bikers across the country, we bettered the product to be able to now deliver ‘Consistent Insta Pick-up’ over thousands of kilometres and many years,” Chawla stated.

New Delhi, India – One of the largest smartphone brands in India, POCO, has unveiled its new brand identity through a series of ‘quirky and fun’ campaigns, created in partnership with advertising agency DDB Mudra.

The campaign revolves around its new brand identity ‘Made of Mad’ wherein the brand story is told with unconventional and edgy visuals. The campaign goes beyond just being a showcase of the specifications of the phone but rather highlights the brand ideology.

The ‘Made of Mad’ campaign sees five advertising spots rolled out, with the primary campaign titled as ‘Legend of Mad’. The main campaign narrates the story of POCO’s mascot ‘Mad’ who aids famous people like Isaac Newton and Albert Einstein solve in a fictional setting the problems they are known to solve, like the theory of gravity or theory of relativity.

Other campaigns are an allude to internet culture, like using ‘when life gives you Madness’ which is derived from the Internet meme ‘when life gives you lemons’, and ‘Unboxing Madness’ which is an allude to the internet phenomenon of unboxing videos online.

As part of its greater appeal to the Gen Z’s and millennials, POCO used unconventional visuals and storytelling devices that could leave a lasting impact, which is a direct opposite of conventional brand storytelling through celebrity endorsements and a focus on product features.

For Raghav Chitra, marketing lead at POCO India, the ‘Made of Mad’ brand identity is a creative rendition of what POCO fans and consumers can expect from a brand that exudes a unique, compelling philosophy behind its products.

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(Left) Raghav Chitra, Marketing Lead, POCO India; (Right) Vishnu Srivastav, Creative Director, DDB Mudra Group

“It is also a representation of our consumers who are driven by the spirit of ‘mad’: independent, ambitious, eccentric, and irreverent in their pursuit of perfection. Through this initiative, we want to build a belief system that enhances the overall POCO experience that our users find relevant,” Chitra stated.

Meanwhile, Vishnu Srivastav, creative director at DDB Mudra Group said, “The effort was to differentiate POCO clearly in the minds of the youth. Somewhere along the way we heard from consumers that POCO must be ‘mad’ to give such features at such a price. So, we wanted to celebrate this mad spirit in our own way with work that’s both eccentric and entertaining.”

The ‘Made of Mad’ campaign has been rolled out across POCO’s social media channels.

Mumbai, India – As February concludes in a non-leap year, McDonald’s India has taken the liberty to celebrate the so-called ‘leapling’ birthdays, and give them the celebration they deserve through its new marketing campaign.

The Indian arm of the popular fast-food chain has initially released a short film, conceptualized by advertising agency DDB Mudra Group. The film depicts quirky highlights on what do people jest about celebrating the birthday on February 29. From their ‘actual age’ jokes to calling their birthday a holiday, the film concludes with a curated meal for these birthday celebrants to enjoy.

“Everyone loves their birthday. It’s the day the world makes you feel special. But for some, this happy day appears on the calendar only once in 4 years. And as a brand that believes that happiness is for everyone, we thought McDonald’s could make it special for these leaplings,” said Rahul Mathew, chief creative officer at DDB Mudra Group.

The promo meal called ‘Surprise Leap Meal’, offers leapling birthday celebrants an exclusive meal which includes vegetarian and non-vegetarian burgers, as well as desserts and shakes.

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(Left) Rahul Mathew, Chief Creative Officer, DDB Mudra Group; (Right) Arvind RP, director – marketing and communications, McDonald’s India (West and South)

“McDonald’s has always aimed to create special moments for one and all. Unlike all others, the leaplings have to wait for 3 long years to celebrate their actual birthday. With this campaign, we hope to add some extra cheer to our leapling customers’ birthday week and make them feel special,” according to Arvind RP, director for marketing and communications at McDonald’s India, in West and South.

The ‘Surprise Leap Meal’ was initially rolled out last February 27, and will run until March 7, 2021. The exclusive meal is also only open to customers at select McDonald’s outlets in West and South.