MAM
Nescafe launches new summer campaign
Mumbai: Coffee major Nescafe has launched a 360 degree integrated campaign to ensure that its consumers ‘shake and make‘ and chill with cold coffee this summer.
It is making an attempt to ensure that coffee remains a beverage of choice even in summers and further extend Nescafe‘s market leadership in the category, the company said.
Nescafe has roped in Aegis Media‘s Posterscope to conceptualise its outdoor campaign in Delhi and Kolkata while DDB MudraMax has come on board to work on its OOH campaign in Mumbai.
The objective of the campaign was to generate high level of engagement for this new format of Nescafe amongst the TG. The campaign has been created around the ‘Shake Well Make Well‘ proposition (in sync with the ongoing TVC for the brand). Nescafe brand ambassador Deepika Padukone will feature in the ads across cities.
Posterscope Group India managing director Haresh Nayak said, “This is our 3rd year of working on the brand and our 8th summer related campaign across categories and brands. For this campaign we have focused on impact through high frequency and have used our Prism Suite of tools to greater effect.”
Posterscope India senior business director Vinay Goel added, “Keeping the brand and brief in mind, we planned a high decibel high impact campaign with extensive mix of out of home media vehicles. The choices of media for this campaign are strategic wherein we used traditional media like billboard and unipole for largeness. Bus shelters, metro stations, mall branding and commercial office places for reach while Digital OOH like LED screen and digital screens inside Easy cab used to bring in technology.‘
In Gurgaon, the DLF buildings were targeted and sculpted by creating a corridor with multiple media like Wall wraps, building façade, lift branding, bench branding and scrollers.
One of the key challenges for Posterscope was to obtain the desired quality and number of media vehicles at the right locations. Multiple hits across all important high traffic routes have helped quick registration and high recall of the campaign, the agency said.
In Mumbai, more than eighty bus-shelters spread strategically over the city ensured high-visibility and recall along with key sites at malls. Volvo and King long buses were also used to peak the interests, DDB MudraMax said.
Brands
Himanshu Khanna joins CKA Birla Group as group chief marketing officer: report
Former Raymond lifestyle CMO to lead group-wide brand and marketing strategy
MUMBAI: According to a media report citing industry sources, senior marketing leader Himanshu Khanna has joined CKA Birla Group as group chief marketing officer.
Khanna moves from Raymond Limited, where he served as chief marketing officer for the lifestyle division since August 2021, overseeing the marketing transformation of the company’s nearly $1 billion lifestyle business. His tenure featured a sharper consumer focus, a digital-first operating model and large-scale retail and brand modernisation.
At Raymond, Khanna led brand strategy and growth across a broad portfolio including Raymond suiting and shirting, Park Avenue, ColorPlus, Parx, Ethnix by Raymond, ready-to-wear, Raymond Home and Raymond made-to-measure. His remit also covered retail marketing, digital marketing, consumer insights, visual merchandising and brand protection.
Before joining Raymond, Khanna was business head for the FMCG division at RP-Sanjiv Goenka Group, with full P&L responsibility. During this period, he scaled the snack brand Too Yumm!, drove rapid revenue growth, led the integration of Apricot Foods following its acquisition and executed a business turnaround.
Khanna’s career spans over three decades across global consumer companies, with senior leadership roles at Beam Suntory, Wrigley, PepsiCo, Cadbury and Nestlé.
Widely regarded as a seasoned marketing operator, Khanna is a familiar presence at leading industry forums and is considered among the most in-demand marketing leaders in the country.
