Marketing assignment

Marketing news
analysis
th rd
(25 sept to 3 oct)

Standard Chartered Bank launches Digismart credit card,

unveils campaign with Anushka Sharma as brand
ambassador .
(25th September 2019)
ANALYSIS
⚫ Standard Chartered Bank has announced the launch the new ‘Digismart’
credit card with Anushka Sharma as the face of its campaign.
⚫ The bank used analytics to understand the experiences that dominate digital
life and then conceptualised a card to enhance these experiences for digital-
natives.
 ⚫ The company added that by partnering with the category leaders like
Myntra, INOX, Grofers, Yatra, OLA and Zomato, the Digismart user can make
the most of their online experience through daily discounts or cashbacks.
⚫ The Digismart launch campaign #LiveOnline, adds to the heritage bank’s
dynamic appeal. Being a lifestyle campaign, it seeks to engage digitally
connected audiences who want their digital world at their fingertips.

Uber launches ‘ safety never stops ’ on digital to spread

safety awareness
(25 th september 2019)
ANALYSIS

⚫ With multiple cases on lack of safety stacked up against cabs, ride hailing
app Uber is out with a new campaign ‘safety never stops’ .The ad film which
went live is an extension of a two-month long campaign which aims at raising
awareness among customers regarding its safety processes and technology
enabled features. The campaign has been released in five different languages,
including Hindi, Tamil, Bengali, Telugu and Kannada
⚫ The company with their creative agency, Ogilvy, has created a 60 second in-
ride briefing video which recants various safety features available within the
Uber app in India. Moreover, the company will be releasing six 14 second video
films for each of its safety feature, such as call anonymisation, background
checks of drivers, reminders to ‘Check Your Ride’ before boarding, Share Trip
option, 24/7 Safety Helpline and insurance for riders.

Festive discounts
(26september2019)
ANALYSIS
⚫ E-commerce marketplace Snapdeal, has partnered with NPCI’s RuPay, to
offer discounts to its debit and credit card users.
 ⚫ This partnership offers RuPay’s nearly 600 million users an instant 20%
discount when they use their debit or credit cards to buy on Snapdeal in the
coming festive season.
⚫ This partnership plays upon the complementary strengths of both Snapdeal
and RuPay, with a very strong alignment towards a common target audience.
For RuPay, this presents an opportunity to increase card usage in a meaningful
way, by offering an incentive each time the user makes an online transaction
on Snapdeal. Snapdeal’s value-savvy buyers get an opportunity to save Rs 150
per card in the festive season and with many households having multiple
RuPay cards, the savings get multiplied. No minimum transaction is required
for users to avail discounts on RuPay.

HDFC Bank tops BrandZ most valuable brands list

(September 26, 2019)

ANALYSIS
HDFC Bank retained the numero uno spot for the sixth consecutive year in the
sixth edition of BrandZ Top 75 Most Valuable Indian Brands ranking, released
by WPP and Kantar. As there has been 8% decline in the top 20 Global banks,
but HDFC has shown 5% growth in brand value to $22.7 Billion.
According to the CEO South Asia, Insights Divisions, Kantar, Preeti
Reddy,Consumer trust is a common thread among successful brands. However,
it is concerning that only a few have succeeded in growing trust over the last
five years. Those who done so, have done it through open and honest
conversations with their customers.
Vishikh Talwar, Chief Client Officer, Kantar Insights Division saying if the brand
“continues to do what it has been doing, staying ahead of competition,
answering all queries, connecting with consumers and delivering, it will
manage to stay ahead.”
 Mastercard introduces two macaron flavours of its first
flagship restaurant, Priceless
(September 27, 2019)

ANALYSIS

In conjunction with the inaugural New York Times Food Festival on October 5–
6, 2019, presenting sponsor Mastercard has introduced two bespoke macaron
flavours, Passion and Optimism, in the latest manifestation of its multisensory
brand expression. The company is launching its first flagship.
Kreëmart conceptualised the flavours through Mastercard’s responses to the
Papillae Questionnaire, which is used to translate one’s identity into taste. The
resulting Priceless macarons are a powerful duo that use the fruits of
custard apple and yuzu, respectively, as the raw ingredients for Passion and
Optimism.

Raja Rajamannar, chief marketing and communications officer, Mastercard,

said, “people expect a lot, but sometimes what they don’t expect can make a
more lasting impression. With this first taste of Priceless, we are pushing our
brand into uncharted territory and building on our expertise in creating the
most extraordinary and delightful culinary experiences that you can get
exclusively with Mastercard.”

ITC Savlon launches ‘Swachhata Ka Gullak’ Campaign •

(September 27, 2019 )

ANALYSIS
Savlon, ITC’s leading hygiene brand, has introduced Swachchata Ka Gullak, a
community initiative led by school children.
"Swachhata Ka Gullak initiative is designed to educate school children to
become environment super heroes for their schools, homes and
neighbourhood. Hygiene awareness has been an intrinsic part of ITC Savlon
Swasth India programme and with Swachhata ka Gullak we hope to sensitise
young children for a more environment friendly future," Sameer Satpathy,
chief executive, personal care products business, ITC Limited, said.
‘Swachchata Ka Gullak’ is being deployed in schools across Delhi, Mumbai and
Kolkata under ITC Savlon’s Swasth India Mission to help school children collect
and deposit dry waste. The initiative was launched with the objective of
sensitising students on the need for an eco-friendly life while also becoming
community advocates to help segregate waste at source into dry and wet
waste. More than 1 Lakh students would be participating in this initiative. The
dry waste collected through this drive will be recycled, the company said.

L'Oreal celebrates female empowerment with glamorous

runway show
(28th september , 2019)
ANALYSIS

French cosmetics maker L'Oreal hosted its annual runway show on Saturday

featuring an all-star cast of movie stars, singers and supermodels who embodied
self-empowerment on the sidelines of Paris Fashion Week

Celebrities including Britain's Naomi Campbell looked on from the audience of

the show, held in the inner courtyard of the neoclassical Monnaie de
Paris building.

Actress Amber Heard and pop star Camilla Cabello strutted the circular catwalk
in their first-ever appearances at the show, alongside long-time brand
ambassador Eva Longoria, actress Andie McDowell, model Doutzen Kroes, and
former Spice Girl Geri Horner.

A barefoot and smiling Helen Mirren closed the show in a floral dress, running
joyfully on stage.

L'Oreal, an official sponsor of fashion week, collaborated with fashion houses

such as Balmain, Elie Saab, Karl Lagerfeld and Giambattista Valli to dress its
high-profile models.

The world's biggest beauty manufacturer, behind labels such as Maybelline and
Armani, aimed to promote female empowerment and diversity in the third
edition of the show.

"It is great to work with a brand that understands women, self-worth is very
important, it is more than a lipstick or a hair colour," Longoria told Reuters
Television.

"We have a rainbow of diversity on the catwalk today with Korea, Brazil, India
and me from Mexico. Definition of beauty is different all over the world and to
have one stage celebrating all of that difference is really remarkable."

Paris Fashion Week runs until Oct. 1.

Anshula Kapoor’s online fundraising platform ‘Fankind’

launches its third campaign with YouTuber Prajakta Koli
(28th September 2019)
ANALYSIS

Anshula Kapoor’s online fundraising platform which unites celebrities, fans and
charities has launched its third campaign with well-known YouTuber, Prajakta
Koli. The digital diva will be raising funds for ‘The Banyan Foundation’ in
Chennai.

The proceeds of this campaign will be used to support the salaries of the
psychologists, psychiatrists and general physicians at the foundation’s day care
center.

Prajakta said in a statement,“I truly believe that it's is important to raise

awareness and address issues around mental health in order to erase the stigma
around it. For this to be effective we need the right professionals to deal with
the delicate and sensitive mental state of the patients. Which is why the funds
raised through this campaign with Fankind will be used to support the staff at
the Banyan Foundation in Chennai who take care of the patients at their center."
To participate in the campaign, fans can donate on Fankind’s website to buy
entries for a minimum of Rs 100 or multiples thereof, and one lucky fan
participating will get the opportunity to play games and wrestle wearing a sumo
suit with Prajakta in Mumbai, and be in her Vlog.

On the announcement of the campaign, Anshula Kapoor, founder of Fankind

said, "through her campaign we are raising funds to support the staff at The
Banyan Foundation and amplify the conversation regarding mental health.
According to the World Health Organization, over 8 crore Indians suffer from
depression and anxiety related disorders, but only a small amount of them even
seek help. A large part of this is because of the huge stigma and judgement
attached to people with any kind of mental illness. Prajakta has been a vocal
advocate who doesn’t shy away from speaking about mental health, and we are
extremely proud to use our platform to add to the conversation and help raise
funds for an organization that has relentlessly been working to help people
battle their mental health issues."

The campaign went live on September 22 and will end on October 23, 2019.

After Cannes, Dentsu Webchutney sweeps Spikes Asia

2019
(29th September 2019)
ANALYSIS
Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu
Aegis Network (DAN), has once again emerged as the most awarded Indian
agency, this time at Spikes Asia 2019. The agency has bagged a total of 20
metals - seven Bronze, seven Silver, five Gold and a Grand Prix.

Ashish Bhasin, CEO APAC and chairman India, Dentsu Aegis Network said,
“Goafest, Cannes, Kyoorius and now Spikes! Dentsu Webchutney has surfaced
as leaders across all. What an incredible performance this has been and thus, a
culmination of our focus on creative. Dentsu Webchutney’s wins this year only
stand to be a testimony to its outstanding brilliance. This is a new benchmark
and also signals the beginning of the end of legacy creative agencies that are
struggling to adapt to the changing environment."

In June this year Dentsu Webchutney, at Cannes Lions with 17 shortlists, 1

Silver and 5 Bronze Lions. It also emerged with the Black Elephant and the
highest tally of Elephants overall at the Kyoorius 2019, the same month. The
agency was named the ‘Digital, PR and Direct Specialist of the Year’ at the
Goafest Abbys, 2019 edition.

Sidhart Rao, co-founder and CEO, Dentsu Webchutney said, “We have said this
before, awards or not, digital will force traditional advertising to be transformed
into a more capable service provider. We've been watching from the sidelines
all this while and in a way, it's our time."

Dentsu Aegis Network’s presence in India comprises the global network brands
Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and
Mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact,
Dentsu One, Dentsu India, dentsu X, Taproot Dentsu and Dentsu Webchutney.
Also, newly added to the group are the recently acquired local brands Milestone
Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group,
Happy Mcgarrybowen, Fractal Design Studio, SVG Columbus and Merkle
Sokrati.

Why compelling ‘Brand Storytelling’ should be a priority

for marketers
( 29 september 2019 )
ANALYSIS

While storytelling is a part of almost every communication endeavour of a

brand marketer, delivering a persuasive narrative that establishes sustained
emotional connection with the consumer is a job far from easy • Have you ever
wondered why we are so attracted to stories? What is it about stories that make
them such an inherent part of human interactions? I believe that stories are easy
to consume but storytelling is a difficult art to master. While storytelling is a
part of almost every communication endeavour of a brand marketer, delivering
a persuasive narrative that establishes sustained emotional connection with the
consumer is a job far from easy. This is made more challenging in an overly
automated and digitally driven era, where attention spans are becoming shorter
on the back of instant gratification and people are losing touch with real
connections gradually.

Mindshare launches integrated media campaign for

Apollo Tyres
( 30 September 2019 )
ANALYSIS
Apollo Tyres has also curated #BadRoadBuddies, a community for budding
and existing off-roaders to come together and discover the unexplored beauty
that beholds in this vast terrains of India • The all-terrain tyre complements
Apollo’s existing Apterra range including specialised Highway Luxury (HL),
Highway Terrain (HT), High Performance (HP) and the AllTerrain (AT) tyres
for the SUVs. Satish Sharma,
president, Asia Pacific, Middle East & Africa (APMEA), Apollo Tyres Ltd said
that , “we are sharpening our focus on the SUV segment in India, with
specialised tyres for different terrains, as this vehicle segment is growing faster
than passenger cars." Mindshare used its proprietary tools like [m]Platform and
Adaptive Marketing Framework to capture the interests of the auto enthusiasts.
For Apterra, Mindshare partnered with online video platforms with a hybrid
approach of behavioural targeting & high reach via Cricket (Ind-SA T20 series)
and Entertainment (Kaun Banega Crorepati).

Nestle India commemorates 10 years of its flagship

'Healthy Kids Programme'
( 30 September 2019 )
ANALYSIS
The programme is being conducted since 2009 and is helping raise awareness
regarding good nutritional and best cooking practices, good hygiene and
promoting physical fitness The programme is implemented through two modes,
one is partnership with six regional universities and the second is with NGO
Magic Bus India Foundation • Nestlé India is commemorating ten years of its
flagship initiative, the Nestlé Healthy Kids Programme at Ludhiana on 1st
October. According to the company, the Nestlé Healthy Kids programme
contributes towards overall development of beneficiaries as well as encourages
healthier lifestyle in the communities, by arming them with knowledge that
impacts them in a meaningful • Bharat bhushan ashu , Minister of Food & Civil
Supplies and Consumer Affairs, Government of Punjab, said, "nutritional
awareness and providing need-based nutrition are of supreme importance to
improve health standards in the communities. Their main purpose is to increase
awareness among beneficiaries about nutrition, health and wellness and I hope
more such initiatives are introduced in the years to come for making a
significant impact.

Amazon partners with Vodafone to set up pick-up points

for customers.
(1st October, 2019)
ANALYSIS
Amazon India on 1st oct, 2019 announced its partnership with Vodafone India
Ltd. to set up pick-up points in Vodafone stores for its customers.

This partnership will enable Amazon India customers to select their nearest
Vodafone store as a pick-up point to collect their packages any time .

Amazon India will use the wide reach of Vodafone stores to provide a
convenient option for customers who may not be available at the delivery time
to receive package.

Customers can select these stores as a pick-up location on the checkout page of
their order while shopping on Amazon. Currently, the option to choose
Vodafone store as a pick-up point is available only in major cities like
Bengaluru, Mumbai, Hyderabad, Jaipur, Pune, Indore and Ahmedabad.

Stores have been selected as pick up points based on high customer density to
provide easy access and convenience to Amazon customers. Amazon aims to
double its presence in the Vodafone store network by the end of the year.

Ford Motor joins hands with Mahindra for India business.

(1st October 2019)

ANALYSIS
After struggling for over two decades in Indian automobile market to win over
buyers, Ford Motor has decided to join hands with Mahindra & Mahindra on 1st
October 2019, to develop, market and sell Ford vehicles in the country. The deal
has been negotiating for over months, in which Ford will hold 49% stake in the
new entity, while Indian rival Mahindra will own 51%, .
With this joint venture, Ford is changing its strategy in india where it has long
run an independent operation for around 25 to 30 years. India`s automobile
market is the world's fourth largest market and is dominated by Asian
automakers like Suzuki Motor Corp. and Hyundai Motor Co.

The joint venture will mark an end to Ford’s independent operations in India ,
however the company will retain its engine manufacturing plant in gujarat. This
joint venture is valued at Rs 19.25 billion ($275 million) and will reportedly be
shared equally.

Airtel Payments Bank partners with ICICI Prudential

Life to offer insurance products
(2ND OCTOBER , 2019)

ANALYSIS
ICICI Prudential Life Insurance has signed a corporate agency agreement
with Airtel Payments Bank on 2nd October 2019. Now Airtel Payments Bank
customers will have an easy access to life insurance and other savings plans,
allowing them to provide financial security to their families and invest in long
term savings.

The partnership aims to use Airtel Payments Bank’s deep distribution network
and wide digital reach to offer millions of uninsured Indians with innovative
and affordable life insurance plans by ICICI Prudential Life Insurance.

On the protection platform, ‘ICICI Pru iProtect Smart’ and on the savings
platform, ‘ICICI Pru Anmol Bachat’ will be made available to Airtel Payments
Bank customers. ‘ICICI Pru Anmol Bachat’ is a unique micro-insurance plan
that offers benefits of savings as well as protection in small value sachets,
while ‘ICICI Pru iProtect Smart’ is a term plan that offers protection.
 BHARTI AXA LAUNCHES #GANDHISURANCE CAMPAIGN
CURATED BY DIGI OSMOSIS
(2nd October, 2019)
ANALYSIS
On the occasion of Gandhi Jayanti on Wednesday, Bharti Axa has announced
the launch of a new campaign #GandhiSurance. The campaign has been
conceptualized by Digi osmosis. Digi Osmosis said,” keeping some of Mahatma
Gandhi’s principles Suraksha, Seva and Swachhta, we introduce the Bharti Axa
Life Initiative : a mission that encourages and supports the asali heroes of
today’s world that are the true faces of #GandhiSurance.” The campaign aims
to recognise the efforts of all heroes who clean up after us; the ones who get
up every morning and sweep the streets, collect garbage and provide us with
clean place to live in. It’s time to notice the unnoticed and give the unsung
heroes the acknowledgement that their rightfully deserve, the company said.
According to the creative agency, since videos are the most consumable
format on social media that are available to the masses and also have a hard
hitting message, they thought of exploring that route to drive engagement and
build awareness.

NIKE REDUCES NUMBERS OF STORES IN INDIA TO 150

(3rd October, 2019)
ANALYSIS
Nike is back to Square One in India. The world’s largest sportswear maker has
slashed the number of stores to around 150 and me further bring it down to
around 100, sources said. The US headquartered company, which hit dollar
10.7 billion in global revenue lifted by its sales in China during the first quarter
ended August 31, has all but withdrawn from most of its franchise agreement
in India and has decided to go along with only one strategic partner New Delhi
based SSIPL (sports station), which will operate it’s offline stores. Nike will
directly focus on online sales in India, mainly through Flipkart group and
Amazon. As reported first by TOI, Nike started consolidating its business in
India in 2016 when it shuttered 35% of its stores to cut its losses. During its
peak, the owner of the iconic SWOOSH logo operated around 350 stores across
the country. Subsequently, the company downsized its workforce in India,
asking many to join its operations in Southeast Asia. Currently, it’s Rival Puma
and Adidas run around 360 and 600 to 700 stores in India. The move was part
of a global restructuring process that saw the company focusing on 12 key
Global cities including New York, Shanghai, London, Tokyo, Paris and Mexico
city to achieve 80% of its projected growth by 2020. Not even one Indian city
featured on that list. Before Nike officially forayed into India with its subsidiary
around 15 years ago, SSIPL (formerly known as Moja shoes), brought Nike
products into the domestic market. While an SSIPL spokesperson was not
available for comment, Nike did not respond to any email questionnaire. Nike
India notched up sales of around Rs829 crore during the year ended March
2018, trailing Adidas (Rs1131 crore) and Puma (Rs1157 crore - calendar year
2018).

MYNTRA FINDS STEEP RISE OF DEMAND IN KIDS' ETHNIC

WEAR THIS FESTIVE SEASON
(3rd October, 2019)
ANALYSIS
Beginning with the festivals of Janmashtami, Eid and Rakhi, Myntra has
witnessed A Remarkable spike in ethnic wear sales for kids this year, the
company said on Thursday. Parents are increasingly shopping for trendy ethnic
wear styles and happy colours for the children ones that allows them to revel
in the festive spirit, while flaunting new looks, it added. Furthermore, with
Dussehra, Durga Puja and Diwali round the corner, the demand for kids ethnic
where is only rising, especially in the age group of 4 to 7 years and is split
roughly in the ratio of 60:40 among girls and boys. Myntra has so far witnessed
over 100% growth in the category over the previous year. Most popular
products for boys have been traditional waistcoats and sherwanis and
lehengas and kurta sets for girls. In addition to this, the current festive season
is witnessing a strong demand for kids ethnic jumpsuits and draped kurta with
dhoti. Kurta pyjamas are a must have for boys, while girls cannot give ruffled
dupattas a miss. Some of the leading brands and labels in the space are, Yellow
Kites, Sangria, Biba girls, Lilpicks and Pspeaches. Myntra offered a sibling
collection for Rakhi, which was extremely popular among Shoppers and has
now launched a special Garba collection, from shimmer to tie and dye offering
The Right Mix of Bling and elegance. There are ethnic options for little babies
too. The platform houses about 35 brands in ethnic category for kids, with over
3000 styles. The kids ethnic industry is largely driven by labels. In the overall
kids category, Myntra has over 65000 options from over 400 kids wear brands
and is the go-to destination for branded Apple products, offering a good mix of
large Global brand and small domestic boutiques.