ITV

Category: AD Agencies

  • Dentsu Creative Impact creates digital campaign for Hitachi

    Dentsu Creative Impact creates digital campaign for Hitachi

    MUMBAI: In a category that strives on differentiation and innovative features to draw eyeballs, brands need to constantly bring refreshed news. For Hitachi, the clear task was not only to get this critical attention but also establish clear leadership in the minds of the affluent, young  digital savvy ‘netizens’.

    The opportunity identified was the revolutionary ‘I Clean’ feature that cleans the filter of the air conditioner automatically. But the idea was not merely to tell a story of innovation and technology. Dentsu Creative Impact believed that the story needs to be re-told to the consumers who are already facing a barrage of features, choices and options every day.

    And the disruption came in the form of not only the product and the message, but also the medium. In a category, where traditional media rules the roost, Dentsu Creative Impact and Hitachi took an unconventional approach. And the idea Hitachi #NothingDirty with Badshah was born. Just as the ‘I-Clean’ feature automatically cleans up the dirt, the ruling sensation of India also cleans up the lyrics for the ultimate summer party anthem.

    The attempt is a powerful integration of the brand within the content. Delivering the message of ‘automatic cleaning’ by the king of rap Badshah himself, the song is cool, fun and upbeat.

    Watch how India’s coolest rapper turn something dirty into the coolest and cleanest song of the summer, just like how Hitachi’s iClean Plus technology cleans the AC’s filter automatically.

     

  • Dentsu Creative Impact creates digital campaign for Hitachi

    Dentsu Creative Impact creates digital campaign for Hitachi

    MUMBAI: In a category that strives on differentiation and innovative features to draw eyeballs, brands need to constantly bring refreshed news. For Hitachi, the clear task was not only to get this critical attention but also establish clear leadership in the minds of the affluent, young  digital savvy ‘netizens’.

    The opportunity identified was the revolutionary ‘I Clean’ feature that cleans the filter of the air conditioner automatically. But the idea was not merely to tell a story of innovation and technology. Dentsu Creative Impact believed that the story needs to be re-told to the consumers who are already facing a barrage of features, choices and options every day.

    And the disruption came in the form of not only the product and the message, but also the medium. In a category, where traditional media rules the roost, Dentsu Creative Impact and Hitachi took an unconventional approach. And the idea Hitachi #NothingDirty with Badshah was born. Just as the ‘I-Clean’ feature automatically cleans up the dirt, the ruling sensation of India also cleans up the lyrics for the ultimate summer party anthem.

    The attempt is a powerful integration of the brand within the content. Delivering the message of ‘automatic cleaning’ by the king of rap Badshah himself, the song is cool, fun and upbeat.

    Watch how India’s coolest rapper turn something dirty into the coolest and cleanest song of the summer, just like how Hitachi’s iClean Plus technology cleans the AC’s filter automatically.

     

  • Happy Finish created India’s first automotive virtual drive for Tata Motors

    Happy Finish created India’s first automotive virtual drive for Tata Motors

    MUMBAI: Happy Finish, a global creative production studio and agency offering immersive content experiences for leading brands, advertising agencies and photographers, has successfully delivered the last phase of cross platform media assets to support an ambitious campaign for Indian automotive brand, Tata Motors.

    In 2015, Tata Motors signed up Lionel Messi as its global brand ambassador and rolled out the successful #madeofgreat campaign across India. Happy Finish India brought #fantastico campaign to life for Tata Motors, by creating India’s first virtual drive experience for the Tiago car launch, including an array of cross platform media campaign assets.

    In supporting this bold campaign, the assets created by Happy Finish would reach an audience of millions through Tata Motors’ mass distribution of 2.3 million branded Google Cardboards, digital campaign and print ads in The Times of India, across the highly potential automotive markets of Mumbai, Delhi/NCR and Bengaluru.

    Tata Motors marketing communications and services head Delna Avari commented, “The challenge was how do we bring alive the test drive experience of a car which is yet to be launched. We felt that creating a VR experience would be the best idea and were delighted to partner with Happy Finish to introduce India’s first live action virtual drive experience. The reach has been phenomenal with great ROI and has been appreciated as one of the most innovative idea from Tata Motors for consumer experience.”

    Happy Finish APAC CEO Ashish Limaye commented, “We had a keen focus on the distribution channel for all of the cross platform media assets, and created a VR solution which enabled Tata Motors to leverage the power of mobile, producing engaging content via an easy to use app, available on both Android and iOS.

  • Happy Finish created India’s first automotive virtual drive for Tata Motors

    Happy Finish created India’s first automotive virtual drive for Tata Motors

    MUMBAI: Happy Finish, a global creative production studio and agency offering immersive content experiences for leading brands, advertising agencies and photographers, has successfully delivered the last phase of cross platform media assets to support an ambitious campaign for Indian automotive brand, Tata Motors.

    In 2015, Tata Motors signed up Lionel Messi as its global brand ambassador and rolled out the successful #madeofgreat campaign across India. Happy Finish India brought #fantastico campaign to life for Tata Motors, by creating India’s first virtual drive experience for the Tiago car launch, including an array of cross platform media campaign assets.

    In supporting this bold campaign, the assets created by Happy Finish would reach an audience of millions through Tata Motors’ mass distribution of 2.3 million branded Google Cardboards, digital campaign and print ads in The Times of India, across the highly potential automotive markets of Mumbai, Delhi/NCR and Bengaluru.

    Tata Motors marketing communications and services head Delna Avari commented, “The challenge was how do we bring alive the test drive experience of a car which is yet to be launched. We felt that creating a VR experience would be the best idea and were delighted to partner with Happy Finish to introduce India’s first live action virtual drive experience. The reach has been phenomenal with great ROI and has been appreciated as one of the most innovative idea from Tata Motors for consumer experience.”

    Happy Finish APAC CEO Ashish Limaye commented, “We had a keen focus on the distribution channel for all of the cross platform media assets, and created a VR solution which enabled Tata Motors to leverage the power of mobile, producing engaging content via an easy to use app, available on both Android and iOS.

  • Yesudas’s triggerbridge to launch ‘Un-News Hour’

    Yesudas’s triggerbridge to launch ‘Un-News Hour’

    MUMBAI: More often than not, negative and disturbing news dominates prime time television and suppresses the good that happens all around and hence paints a rather cynical picture of society. With an aim to bring these positive stories to the fore, triggerbridge -the unagency by S Yesudas, in partnership with Ajit Nair and Amit Tripathi, has planned the ‘Un News Hour.’

    “It is a one-hour prime time news capsule across English, Hindi and all other vernacular languages, which will air only happy news of human achievements, however small or big the achievement might be,” explained media veteran and entrepreneur, Yesudas.

    “With every other noise that’s being made everywhere else, this in my opinion, will be an equalizer of sorts, and will be a huge opportunity for those unsung heroes to be recognized, day after day and a big ground of motivation for many more to embark on such initiatives,” he added.

    When quizzed about the choice of the title for the initiative, which has indirect reference to Arnab Goswami’s flagship ‘News Hour’ Yesudas shared, “While there was no inspiration from Arnab, I can’t deny the potential of Arnab himself owning up both the News Hour, which is about debate on hot topics in the country and the Un-News Hour, which is just simply happy news to triggerhappy conversations. I have interacted with Arnab and he is a very different human being personally, gentle, soft spoken, intuitive and brilliant. Un-News Hour will give him an opportunity to portray his actual personality where he doesn’t have to lose his cool or get upset with people who are covering up etc”

    While the idea is definitely noble, due to lack of proper planning and participation such social initiatives seldom see the light of the day. To this Yesudas commented, “I don’t think any genuine initiative ever fails. If there are hidden agendas, yes it will, much like how Free Basics failed and odd/even (Delhi) succeeded. Both happened around the same time, the former began with so-called support and the later with all the negativity possible. But it is the purity in purpose that made odd/even a success. The attempt here is to motivate people by raising their awareness to the wonderful things that are happening around them. As a dear friend of mine said it is strategy without a map. And yet each element is beautifully tied into each other through human knots of kindness.”

    Putting the scale of the initiative in perspective, one can’t help but wonder how triggerbridge planned to cover the costs. “I’m looking for support from clients to cover the actual expenses, not for advertising, but for them to be known for doing something much more meaningful for the people of India. I am happy to say there have been people calling in offering their support in various ways. I got a call from an institute that trains in cinematography, with many trained camera units. They offered to become part of our cause. I have had a doctor calling up offering support. Many friends are waiting in line to offer all kinds of support. I’ve also tweeted the PM, celebrities like Amitabh Bachchan, requesting each to give the initiative wings,” explained Yesudas.

    The entire concept is heavily dependent on partnerships with channels and networks that believe in the cause. “I’m talking to all possible channels. I know this is disruptive and this is not for someone who is only focused on transactions. We are sure to align with a few like-minded people. Conversations are ongoing as we speak. Within two to three weeks we will be able to share names of concrete partners and the status report,” Yesudas concluded.

  • Yesudas’s triggerbridge to launch ‘Un-News Hour’

    Yesudas’s triggerbridge to launch ‘Un-News Hour’

    MUMBAI: More often than not, negative and disturbing news dominates prime time television and suppresses the good that happens all around and hence paints a rather cynical picture of society. With an aim to bring these positive stories to the fore, triggerbridge -the unagency by S Yesudas, in partnership with Ajit Nair and Amit Tripathi, has planned the ‘Un News Hour.’

    “It is a one-hour prime time news capsule across English, Hindi and all other vernacular languages, which will air only happy news of human achievements, however small or big the achievement might be,” explained media veteran and entrepreneur, Yesudas.

    “With every other noise that’s being made everywhere else, this in my opinion, will be an equalizer of sorts, and will be a huge opportunity for those unsung heroes to be recognized, day after day and a big ground of motivation for many more to embark on such initiatives,” he added.

    When quizzed about the choice of the title for the initiative, which has indirect reference to Arnab Goswami’s flagship ‘News Hour’ Yesudas shared, “While there was no inspiration from Arnab, I can’t deny the potential of Arnab himself owning up both the News Hour, which is about debate on hot topics in the country and the Un-News Hour, which is just simply happy news to triggerhappy conversations. I have interacted with Arnab and he is a very different human being personally, gentle, soft spoken, intuitive and brilliant. Un-News Hour will give him an opportunity to portray his actual personality where he doesn’t have to lose his cool or get upset with people who are covering up etc”

    While the idea is definitely noble, due to lack of proper planning and participation such social initiatives seldom see the light of the day. To this Yesudas commented, “I don’t think any genuine initiative ever fails. If there are hidden agendas, yes it will, much like how Free Basics failed and odd/even (Delhi) succeeded. Both happened around the same time, the former began with so-called support and the later with all the negativity possible. But it is the purity in purpose that made odd/even a success. The attempt here is to motivate people by raising their awareness to the wonderful things that are happening around them. As a dear friend of mine said it is strategy without a map. And yet each element is beautifully tied into each other through human knots of kindness.”

    Putting the scale of the initiative in perspective, one can’t help but wonder how triggerbridge planned to cover the costs. “I’m looking for support from clients to cover the actual expenses, not for advertising, but for them to be known for doing something much more meaningful for the people of India. I am happy to say there have been people calling in offering their support in various ways. I got a call from an institute that trains in cinematography, with many trained camera units. They offered to become part of our cause. I have had a doctor calling up offering support. Many friends are waiting in line to offer all kinds of support. I’ve also tweeted the PM, celebrities like Amitabh Bachchan, requesting each to give the initiative wings,” explained Yesudas.

    The entire concept is heavily dependent on partnerships with channels and networks that believe in the cause. “I’m talking to all possible channels. I know this is disruptive and this is not for someone who is only focused on transactions. We are sure to align with a few like-minded people. Conversations are ongoing as we speak. Within two to three weeks we will be able to share names of concrete partners and the status report,” Yesudas concluded.

  • 30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

    30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

    NEW DELHl: Advertising-financed piracy was an extremely profitable business as an economic study of the US market alone showed estimated pirate website ad revenue at $227 million annually.

    In a presentation on ‘Online Advertising, Brand Integrity and Content Creation: Problems and Solutions’, Cable and Satellite Broadcasting Association of Asia (CASBAA) Chief Policy Officer John Medeiros said the 30 largest sites had earned an average of $4.4 million per year in 2013 and even small sites could easily have earned $100,000. Barriers to entry awere low and attracting a user base required little effort or investment.

    Speaking at a FICCI conference on ‘Digital Advertising: Protecting Brand Integrity & Stimulating Content Creation’, he said Invalid Traffic (IVT) hosts were using online systems to generate non-human traffic (NHT) to illegitimately increase profit and high rates of IVT were seen 50 times more frequently among illegitimate sites than legitimate ones. He added that the growing problem of online ad misplacement was not only resulting in financially encouraging various illegal activities but was also causing serious damage to the integrity of major brands when they appeared on illegal sites.

    Meanwhile, the session was informed that the British Police Intellectual Property Crime Unit (PIPCU)’s Operation Creative law enforcement programme was coming down hard on online pirates to combat the menace of digital piracy.

    City of London police detective chief superintendent David Clark said PIPCU’s aim was to investigate, disrupt and serious and organized intellectual property crime which causes significant harm or damage to the UK economy or the general public.

    Clark said the strategic objectives of the UK police were to address IP crime through prosecution and disruption; use a problem-solving approach to address the international threat; maintain an intelligence-led capability; support enforcement activity with effective media coverage; develop a PREVENT strategy with the IPO and other organizations; and reduce IP crime through a partnership approach with stakeholders.

    He added that there was an urgent need for behavioral change as well in consumers who should realize that buying illegal products was a crime.

    A Digital Trading Standards Group (DTSG) had been established to ensure that digital display advertising was not supporting inappropriate or illegal content/services in the United Kingdom, he added.

    UK Good Practice Principles had also been drafted which integrated the industry-police approach. Highlighting the achievements of the UK police, Clark said 8,500 counterfeit websites have been suspended since PIPCU’s inception in 2013.

    21 Century Fox senior vice president for government relations Joe Welch said FICCI’s advocacy on IPR policy had led to many significant and effective changes in the policies related to IP. He added that a sound policy dialogue to appropriately tackle the menace of piracy and a conducive environment to invigorate investment climate for the creative industry in India will definitely benefit and project India globally as a preferred destination for investments by the creative industries of the world.

    After the inaugural session, discussions on the critical issue of misplaced ads resulting in funding of illegal activities were held and potential solutions that could be adopted by India to curtail this practice were explored to help digital advertising and the creative industries co-exist and flourish in today’s innovative and investment-led economy.

     

  • 30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

    30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

    NEW DELHl: Advertising-financed piracy was an extremely profitable business as an economic study of the US market alone showed estimated pirate website ad revenue at $227 million annually.

    In a presentation on ‘Online Advertising, Brand Integrity and Content Creation: Problems and Solutions’, Cable and Satellite Broadcasting Association of Asia (CASBAA) Chief Policy Officer John Medeiros said the 30 largest sites had earned an average of $4.4 million per year in 2013 and even small sites could easily have earned $100,000. Barriers to entry awere low and attracting a user base required little effort or investment.

    Speaking at a FICCI conference on ‘Digital Advertising: Protecting Brand Integrity & Stimulating Content Creation’, he said Invalid Traffic (IVT) hosts were using online systems to generate non-human traffic (NHT) to illegitimately increase profit and high rates of IVT were seen 50 times more frequently among illegitimate sites than legitimate ones. He added that the growing problem of online ad misplacement was not only resulting in financially encouraging various illegal activities but was also causing serious damage to the integrity of major brands when they appeared on illegal sites.

    Meanwhile, the session was informed that the British Police Intellectual Property Crime Unit (PIPCU)’s Operation Creative law enforcement programme was coming down hard on online pirates to combat the menace of digital piracy.

    City of London police detective chief superintendent David Clark said PIPCU’s aim was to investigate, disrupt and serious and organized intellectual property crime which causes significant harm or damage to the UK economy or the general public.

    Clark said the strategic objectives of the UK police were to address IP crime through prosecution and disruption; use a problem-solving approach to address the international threat; maintain an intelligence-led capability; support enforcement activity with effective media coverage; develop a PREVENT strategy with the IPO and other organizations; and reduce IP crime through a partnership approach with stakeholders.

    He added that there was an urgent need for behavioral change as well in consumers who should realize that buying illegal products was a crime.

    A Digital Trading Standards Group (DTSG) had been established to ensure that digital display advertising was not supporting inappropriate or illegal content/services in the United Kingdom, he added.

    UK Good Practice Principles had also been drafted which integrated the industry-police approach. Highlighting the achievements of the UK police, Clark said 8,500 counterfeit websites have been suspended since PIPCU’s inception in 2013.

    21 Century Fox senior vice president for government relations Joe Welch said FICCI’s advocacy on IPR policy had led to many significant and effective changes in the policies related to IP. He added that a sound policy dialogue to appropriately tackle the menace of piracy and a conducive environment to invigorate investment climate for the creative industry in India will definitely benefit and project India globally as a preferred destination for investments by the creative industries of the world.

    After the inaugural session, discussions on the critical issue of misplaced ads resulting in funding of illegal activities were held and potential solutions that could be adopted by India to curtail this practice were explored to help digital advertising and the creative industries co-exist and flourish in today’s innovative and investment-led economy.

     

  • Madison BMB promotes Raj Nair to CEO & Chief Creative Officer; Prabha Prabhu retires

    Madison BMB promotes Raj Nair to CEO & Chief Creative Officer; Prabha Prabhu retires

    MUMBAI:   Prabha Prabhu, Founder Member, Madison, who moved with Sam Balsara when he started Madison way back in 1988 has decided to retire after 28 years at Madison. She was the CEO of Madison BMB for the last several years. Raj Nair, the current Chief Creative Officer will now also assume additional responsibility of CEO. Kim Solomon will be a new addition to the team, who joins as Chief Operating Officer. All these changes are effective April 1, 2016.

    Describing Prabha Prabhu as the youngest and most energetic lady in advertising, Madison World chairman Sam Balsara  said, “Whilst I am sorry that I will not have the benefit of Prabha’s wisdom and expertise, I would like to wish her a cheerful, relaxed and fulfilling retired life.” At the farewell function Sam thanked Prabha for her loyalty, commitment and dedication to Madison and its Clients over the last 28 years. Prabha played a critical role in the formative years of Madison working on successful brands like Cinthol, Vicks, Whisper, BlueStar and She Comfort and more recently with Asian Paints, VVF, Hyper City and Angel Broking among others.

    Commenting on Raj Nair’s elevation to the position of CEO and Chief Creative Officer, Balsara said, “Raj has proved over the last few years that whilst maintaining his creative focus, he can look at the larger business picture from the client’s perspective and I am sure this move will help make Madison BMB a more result oriented agency.”

    Said Balsara on appointment of Kim Solomon, “Kim is a true blue advertising professional with over 20 years experience at Ogilvy, Mudra, Dentsu, Triton and Everest Advertising and has handled many blue chip clients over the years. I am sure his experience and expertise will add tremendous value to our current and future clients.”

    Prabha Prabhu further added, “Madison has been my home for the last 28 years and has been an intrinsic part of me. Whilst I was happy doing effective campaigns for our clients, I was very keen to also win awards. And in the last 4 years we have won several awards. After a rewarding and satisfying career, I now look forward to spending more time doing social work, giving back to society and spending time with my children who are both in advertising and settled in US.”

    Madison BMB CCO and CEO Raj Nair, said, “I cannot imagine life at Madison without Prabha. These are extremely large shoes to fill and we will do our very best to keep the flag flying vigorously. And of course I am looking forward to this new role and partnering our clients to help them continue to achieve their business goals through insightful advertising.”

     Kim Solomon, COO, Madison BMB COO Kim Solomon said, “Madison BMB has a great set of clients and Madison World is a wonderful and highly reputed organization that I look forward to contribute to in ample measure.”

    Madison BMB has just won a couple of prestigious accounts like Angel Broking and Asian Paints’ Bath Business. In the last 3 years Madison BMB has won several awards at the Abbies, Foxglove and Ink for HyperCity,  Kyoorius Advertising Award, INK Golds as well an Abby Gold all for the acclaimed Jiyo Parsi Print Campaign, to name a few.
     

     

  • Madison BMB promotes Raj Nair to CEO & Chief Creative Officer; Prabha Prabhu retires

    Madison BMB promotes Raj Nair to CEO & Chief Creative Officer; Prabha Prabhu retires

    MUMBAI:   Prabha Prabhu, Founder Member, Madison, who moved with Sam Balsara when he started Madison way back in 1988 has decided to retire after 28 years at Madison. She was the CEO of Madison BMB for the last several years. Raj Nair, the current Chief Creative Officer will now also assume additional responsibility of CEO. Kim Solomon will be a new addition to the team, who joins as Chief Operating Officer. All these changes are effective April 1, 2016.

    Describing Prabha Prabhu as the youngest and most energetic lady in advertising, Madison World chairman Sam Balsara  said, “Whilst I am sorry that I will not have the benefit of Prabha’s wisdom and expertise, I would like to wish her a cheerful, relaxed and fulfilling retired life.” At the farewell function Sam thanked Prabha for her loyalty, commitment and dedication to Madison and its Clients over the last 28 years. Prabha played a critical role in the formative years of Madison working on successful brands like Cinthol, Vicks, Whisper, BlueStar and She Comfort and more recently with Asian Paints, VVF, Hyper City and Angel Broking among others.

    Commenting on Raj Nair’s elevation to the position of CEO and Chief Creative Officer, Balsara said, “Raj has proved over the last few years that whilst maintaining his creative focus, he can look at the larger business picture from the client’s perspective and I am sure this move will help make Madison BMB a more result oriented agency.”

    Said Balsara on appointment of Kim Solomon, “Kim is a true blue advertising professional with over 20 years experience at Ogilvy, Mudra, Dentsu, Triton and Everest Advertising and has handled many blue chip clients over the years. I am sure his experience and expertise will add tremendous value to our current and future clients.”

    Prabha Prabhu further added, “Madison has been my home for the last 28 years and has been an intrinsic part of me. Whilst I was happy doing effective campaigns for our clients, I was very keen to also win awards. And in the last 4 years we have won several awards. After a rewarding and satisfying career, I now look forward to spending more time doing social work, giving back to society and spending time with my children who are both in advertising and settled in US.”

    Madison BMB CCO and CEO Raj Nair, said, “I cannot imagine life at Madison without Prabha. These are extremely large shoes to fill and we will do our very best to keep the flag flying vigorously. And of course I am looking forward to this new role and partnering our clients to help them continue to achieve their business goals through insightful advertising.”

     Kim Solomon, COO, Madison BMB COO Kim Solomon said, “Madison BMB has a great set of clients and Madison World is a wonderful and highly reputed organization that I look forward to contribute to in ample measure.”

    Madison BMB has just won a couple of prestigious accounts like Angel Broking and Asian Paints’ Bath Business. In the last 3 years Madison BMB has won several awards at the Abbies, Foxglove and Ink for HyperCity,  Kyoorius Advertising Award, INK Golds as well an Abby Gold all for the acclaimed Jiyo Parsi Print Campaign, to name a few.