Marketing Featured South Asia

FoxyMoron bags digital creative mandate for Kotex India

Mumbai — FoxyMoron, the full-funnel digital creative and performance agency under the Zoo Media network, has won the digital creative mandate for Kotex, the menstrual hygiene brand of a multinational personal-care manufacturing corporation, Kimberly – Clark. The mandate was won via a multi-agency pitch and the business will be handled out of its Mumbai headquarters.

Kotex is a global brand available in more than 80 countries. Its parent company, Kimberly – Clark was established more than 150 years ago and owns renowned hygiene products, Kleenex and Huggies amongst others.

Commenting on the win, Prachi Bali, national head for partnerships and business head for North of FoxyMoron, Zoo Media, said, “Our work in this category in the past and our understanding of the GenZ audiences is what fuels our confidence to enhance the narrative with a brand like Kotex.”

Bali continued by saying, “The conversation around periods has changed for the better with more women being vocal and breaking the taboo around period talk in our country. Our goal is to help Kotex amplify this awareness through meaningful conversations advocated by the brand, backed by revolutionary products.”

Saakshi Verma Menon, marketing director of Kimberly-Clark India, shared, “It’s great to have FoxyMoron as our digital partner agency. Their team of creative thinkers will help a legacy brand like Kotex connect through our digital campaigns. I am looking forward to doing some great work together.”

In January, FoxyMoron also won the digital mandate for Organic Tattva, an India-based organic food options company.

Marketing Featured South Asia

Pass Pass Pulse shows appreciation to loyalty customers via personalised social media messages

Mumbai, India – Confectionery brand Pass Pass Pulse in collaboration with advertising agency FoxyMoron, published dedicated social media posts to say thank you to their most dedicated fans (known as Pulse Deewana’s) for their loyalty and love shown over the years on Loyalty Day.

The Pulse digital community across social media platforms has grown from strength to strength over the last few years. Fans engage with the brand’s posts daily with witty responses expressing their love, re-sharing posts and even going as far as creating unique artwork. With this observation, Pulse used data insights to identify a few loyal fans and dedicated personalised thank you posts to them in the brand’s quintessential style.

Speaking on the campaign, National Head Client Partnerships and Business Head, FoxyMoron, Prachi Bali, said, “At FoxyMoron we drive campaigns from the lens of data, tech, and creativity and this campaign showcases the ability of ORM to create personalised brand experiences, drive consumer delight and grow the brand’s community.” 

Arvind Kumar, general manager – marketing, Dharampal Satyapal Foods Ltd. commented, “We are proud to have built a brand that people love. This campaign gives us the opportunity to express our gratitude to our consumers for their support in this journey of success. I believe engagements like this not only help us show the community that we care and appreciate their steady support, it also helps us create a stronger bond and affinity with them.”

Marketing Featured South Asia

Pulse compliments Colgate, others in campaign for World Compliment Day

Mumbai, India – Pass Pass Pulse, one of the leading candy brands in India, has launched its annual World Compliment Day campaign. World Compliment Day is an annual brand property in which Pulse lauds select brands that are the ‘pulse’ of their category for their outstanding contributions.

With the campaign conceptualised and created by FoxyMoron, Pulse complimented this year confectionary brands like Colgate, Amul, Maruti, Domino’s, Sleepwell, amongst others, using quirky copy and smart design. The campaign recognizes the efforts of these brands intending to engage in targeted brand banter on social media.

Pulse’s creative with Colgate on Instagram

Arvind Kumar, general manager for marketing of Dharampal Satyapal Foods Ltd., said, “Pulse’s World Compliment Day campaigns have gained a lot of traction over the last 3 years. Brand banter as a concept has become popular over the years and Pulse is proudly one of the early adopters and trendsetters in this space. We are confident that Pulse’s brand voice is going to lead to great engagement and banter across multiple brand communities, which will help us in our endeavour to associate Pulse with positivity and engagement.” 

Pulse’s creative with Maggi on Instagram

Prachi Bali, national head client partnerships and business head of North FoxyMoron, commented, “This year we’ve focused on paying compliments to brands that have made profound contributions in their respective categories. This is the kind of positive consumer sentiment Pulse has always stood for and we want people to continue to associate Pulse with.” 

Marketing Featured South Asia

FoxyMoron bags digital mandate for Organic Tattva

Mumbai, India — Organic Tattva has awarded its full-funnel digital and performance mandate duties to FoxyMoron, the performance agency and full-service creative under media company Zoo Media Network following a multi-agency pitch. 

The agency’s duties include handling the brands’ strategic content and design across all social media platforms and performance marketing. The responsibility is given to FoxyMoron’s Gurgaon office.

India-based Organic Tattva offers a portfolio that includes certified organic food options, non-use of chemicals and pesticides, while also ensuring sustainable farming practices. 

Prachi Bali, national head partnerships and business head of FoxyMoron for North, shared her thoughts on the new responsibility for the agency.

“The organic food and beverages category, while increasing in demand, has been riddled with unclear messaging and perception challenges. With Organic Tattva, we aim to create communication that will truly build brand trust and also a community of people who enjoy consuming organic food,’’ Bali said.

Meanwhile, Kriti Mehrotra, marketing director at Organic Tattva, commented on the partnership, saying that the company is excited to collaborate with FoxyMoron for its digital marketing and media mandate. 

“Organic Tattva and FoxyMoron will work on delivering influential campaigns and raising awareness about the organic farm to fork process and our company’s commitment to integrity, authenticity, and quality,” Mehrotra said.

This January, FoxyMoron also won the full-funnel performance digital duties of Henkel Beauty Care’s Beauty Brand Schwarzkopf Professional.

Marketing Featured South Asia

Beauty brand Schwarzkopf Professional hands digital mandate to FoxyMoron

Mumbai, India – Henkel Beauty Care’s beauty brand Schwarzkopf Professional has awarded its full-funnel digital performance media duties to FoxyMoron, the full-service creative and performance agency under media company Zoo Media Network.

The mandate, which will be handled by FoxyMoron’s Mumbai office, includes handling the beauty brand’s strategic content and design across all social media platforms and performance media. 

Schwarzkopf Professional holds multiple innovative products in the hair category across coloration, care, texture, and styling. It deems to be one of the world’s leading market players in professional hair, establishing hair fashion trends.

Prachi Bali, FoxyMoron’s national head partnerships and business head of north, noted that the beauty category is one of FoxyMoron’s strongest forte.

“We look forward to working with the Schwarzkopf Professional group and using our expertise to help them achieve their business objectives,” said Bali.

Meanwhile, Shama Dalal, the head of marketing at Henkel Beauty Care India, shared that they have found an agency in FoxyMoron that is immensely passionate about the ever-evolving beauty category. 

“Being a content creation powerhouse and having a strong understanding of the high impact and emergent digital marketing trends, we are excited to take our brand to newer heights with this collaboration,” said Dalal.

Marketing Featured South Asia

This candy brand in India aims to add cheer to Diwali through a tongue twister

New Delhi, India – As a part of the Candy Day and Diwali Festive season or Festival of Lights, hard-boiled candy brand Pulse has launched its annual property, ‘Candy Day, The Pulse Way’, with a one-of-a-kind digital activation called ‘#PulseTongueTwisterChallenge’.

The campaign aims to bring people together on an active social media community and challenge their speed and fluency through the Pulse Tongue Twister. 

Created in collaboration with creative and performance digital agency FoxyMoron and creative and CRM agency Wunderman Thompson, the twister challenge had been spearheaded by social media personalities, namely, Sanket Bhosle, Sugandha Bhosle, and Varun Sharma attempting the challenge.

Arvind Kumar, DS Confectionery Products’ general manager of marketing, shared that through the Pulse Tongue Twister Challenge, they aimed to bring in an added element of cheer and fun to the festive celebration. 

“The initiative is an opportunity to engage with our vibrant online community and celebrate the spirit of festivity with dual enthusiasm,” said Kumar.

To participate, interested participants must make a reel accomplishing the tongue twister, and upload their attempt on Instagram with the hashtag #PulseTongueTwisterChallenge, tagging @passpass_pulse.

The challenge had started from 1 November until 4 November 2021. The winners will enjoy an array of prizes such as a laptop, iPhone XR, and bluetooth portable speaker, among others.

Prachi Bali, FoxyMoron’s national head client partnerships and business head for North, commented, “This campaign does the most important thing that any festive campaign should do, which brings people together over shared laughs and it’s wonderful to see the teams achieve that while keeping audiences engaged.”

The ‘#PulseTongueTwisterChallenge’ is now live across Pulses’ Facebook, Instagram, and Twitter.

Marketing Featured South Asia

FoxyMoron names new creative director for North team

Gurugram, India – India’s full-funnel creative and performance digital agency by media company Zoo Media Network, FoxyMoron, has appointed Umang Puri, former creative director at marketing firm Digitas India, to assume the role of creative director for its North clients. 

Prior to his role at Digitas India, Puri was the former creative manager at FoxyMoron in the Gurugram office.

Puri brings with him over seven years of experience in digital advertising. He has previously worked with brands like Nissan, Datsun, Motorola, Nestle, and Dabur, as well as various brands in B2B, beauty, and fashion.

The new role will see Puri leading the creative operations for FoxyMoron’s North clientele, working with agencies across the Zoo Media Network. He will be reporting directly to Dhruv Warrior, the national creative director.

“As I begin my second stint here, our focus is to navigate the agency into a bigger creative powerhouse by enabling and empowering young talent to become multi-faceted creators. I’m excited to be a part of this journey,” commented Puri, regarding his appointment.

Meanwhile, Warrior believes that Puri’s detailed approach to his work perfectly complements his in-depth knowledge of the digital world, and the combination is vital to elevating creative output for FoxyMoron, which is a key area of focus when delivering innovative digital solutions to our clients. 

“Umang will be a driving force behind our creative direction in the North and we are excited to have him on board,” said Warrior.