Brands
World Media Awards: Maxus India recognised for Tata campaign, wins gold in ‘automotive’
MUMBAI: Maxus, a part of GroupM, has bagged Grand Prix at the World Media Awards 2017 for their campaign “From Zica to Tiago” for Tata Motors. The campaign also won the Gold in Automotive category for the campaign.
The campaign was created when Tata’s new car Zica was just 3 weeks away from the launch and the World Health Organization declared Zika, the virus as a global emergency. Consumers started associating Zica, the car with Zika, the virus and it was becoming a great threat to the brand image.
Maxus conceptualized, created and implemented a three-stage approach to overcome the challenge and thus launched the ‘Fantastico Name Hunt’. In just three days, the campaign reached 48 million people across 22 target markets. 640,000 engaged and 37,000 names were submitted – garnering $410,000 of earned media coverage along the way. Google searches for ‘Zica’ totally dropped and ‘Tiago’ surged, showing that consumers were on board with the change.
An elated Maxus South Asia managing director Kartik Sharma said, “This is one of the best examples where a crisis situation is turned into a great opportunity for a brand.”
Within four months of the launch, Tiago received more than 1,20,000 test drive requests which is three times more than any Tata car launch in the last decade. The World Media Awards are designed to benchmark the best in international advertising and communication strategies.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
