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Category: AD Agencies

  • Lionel Messi joins Wizcraft’s campaign for Tata Motors

    Lionel Messi joins Wizcraft’s campaign for Tata Motors

    MUMBAI: Wizcraft International Entertainment has joined hands with Tata Motors to create an inspirational experiential marketing campaign called #madeofgreat. The campaign debuted on TV screens on 3 November and was followed by digital and outdoor campaigns, featuring Tata Motors’ first global brand ambassador Lionel Messi in a multi city activation.

     

    Wizcraft International Entertainment VP Sandeep Mehta said, “Tata Motors is the largest Indian automobile manufacturer and Lionel Messi is arguably the best footballer in the world, and their partnership promises to forge a connection between the company and a new generation of consumers. Since this is a grand moment for all of us involved, it was imperative to build a strong campaign to propel this association to newer heights. As part of the #madeofgreat campaign, we have planned an entire array of events and activations that are going to go a long way in building awareness about this campaign. The aim is to reach out to the millions of Tata loyalists and other consumers and spread the key messaging of this association.”

     

    Backed by radio, including RJs on-ground, the objective is to reach out to the millions of Messi fans across India and give them a never before opportunity to connect with the maverick footballer. An augmented reality app has been specially created to allow young and old alike to get a snap clicked with Lionel Messi, along with an opportunity to record a video message on the spot welcoming him to the country. All of this would be a part of the larger digital engagement showcasing the scale and width of the #madeofgreat campaign.

     

    Tata Motors marketing communications and services – head, passenger vehicle business unit Delna Avari added, “We are very excited to have Lionel Messi on board. He is a winner who is trustworthy, reliable, pioneering, simple and is driven by self-belief, which is the core idea of this campaign – ‘What drives us from within is what makes us great.’ Wizcraft as always is committed to push the envelope and we are sure they will perfectly execute this powerful campaign, which will successfully expand our footprint and reach-out to our customers innovatively. Having worked with them in the past, I am sure they will yet again hit new records and support us in our endeavour to excite our customers.”

  • Fork Media launches Hauterfly catering to premium lifestyle content

    Fork Media launches Hauterfly catering to premium lifestyle content

    MUMBAI: Ad technology network Fork Media has launched Hauterfly (www.thehauterfly.com), a new digital destination aimed at millennial women interested in high quality fashion and lifestyle content. The launch of the platform is in sync with Fork’s expansion plans into premium digital content in the competitive lifestyle space.

     

    The brainchild of former fashion and lifestyle editor Zahra Khan, who helms Hauterfly as editor in chief and CEO, the stylish site seeks to influence how urban Indian women spend their time and money online by creating original stories around fashion, beauty, décor, tech and lifestyle.

     

    Fork Media CEO Sama Verma says, “Hauterfly is our first step towards building strong publishing assets under Fork. We see it as a natural progression, considering our strong focus on native advertising. The plan is to incubate and fund many more such disruptive content verticals under the Fork Media network with an objective to build a stronger connect with our audiences. In Zahra we have found an extremely capable founder for this venture, as she has over 13 years of experience in the fashion, lifestyle and luxury business, and comes with a deep understanding of the pulse of consumers.”

     

    Khan adds, “Hauterfly is focused on engaging millennial women in a meaningful way, by giving them relevant, fun and useful style and beauty advice. As an independent, digital-first media startup, we’re setting the standard for premium lifestyle content online. Our audience connects with content in a way that’s very meaningful for brands, leading users from an editorial experience to a shoppable one. Keeping this in mind, we’re also launching a men’s vertical called Superfly very soon, which will target urban Indian men looking for original, approachable style content. We’re architecting a formidable media brand with these two ventures, as they’re poised to become vital destinations for brands looking to engage with millennial women and men.”

  • O&M wins CLIO Network of the Year for 4th consecutive year

    O&M wins CLIO Network of the Year for 4th consecutive year

    MUMBAI: Ogilvy & Mather was named Network of the Year at the 56th Annual CLIO Awards held recently at the American Museum of Natural History. This is the fourth consecutive year the O&M network has topped the CLIOs.

     

    “Great creative should engage, challenge, celebrate and educate. Ogilvy & Mather continues to set the bar very high with work that encompasses these characteristics time and time again. Congratulations to the entire team on a fourth consecutive CLIO Network of the Year win,” said CLIO president Nicole Purcell.

     

    The Grand CLIO for Print went to the campaign “It Happens Here” on behalf of the anti-female genital mutilation organisation 28 Too Many, which also was named Advertiser of the Year, while the Grand CLIO for Direct was awarded for the Burger King “Proud Whopper” campaign.

     

    In addition to the two Grand CLIOs, the awards included 10 Gold, 27 Silver, 23 Bronze and 24 Shortlists across the categories of social media, audio and film technique, branded content, branded entertainment, direct, innovative, design, out of home, integrated, engagement, experiential, print and film. O&M was also awarded three Silver Healthcare CLIOs in the design, direct, and out of home categories.

     

    O&M worldwide chief creative officer Tham Khai Meng said, “I am delighted the work and results produced by Ogilvy & Mather agencies around the world on behalf of our clients have once again been recognized by our peers, the judges, and CLIOs. We couldn’t have done it without the verve of our talented people and the huge support of our courageous clients.” 

     

    Gerry Human, chief creative officer of Ogilvy & Mather London, which led the creation of “It Happens Here,” added, “Thank you CLIOs. I hope these awards inspire even more people to reach out and help 28 Too Many in their brave fight against this horrendous crime inflicted on young girls across the world. Please go to their site and donate.”

     

    Anselmo Ramos, chief creative officer and founder of David, a WPP company that is part of the Ogilvy & Mather network, said of the “Proud Whopper” campaign that his agency created, “Proud Whopper is young, smart and brave work. I thank our client for being fearless in helping to bring its message to life, our team for creating it and the CLIOs for celebrating it.”

     

    The CLIO Awards is one of the world’s most recognized international awards competitions for advertising, design, digital and communication.

  • APAC Effie Awards 2016 names Omnicom’s Cheuk Chiang as awards chairman

    APAC Effie Awards 2016 names Omnicom’s Cheuk Chiang as awards chairman

    MUMBAI: Asia Pacific Effie Awards has named Omnicom Media Group CEO, Asia Pacific Cheuk Chiang the 2016 Awards chairman.

     

    Chiang oversees the global media and communications network in Asia Pacific, with brands like OMD, PHD and M2M that have been built on strong cultures of creativity and innovation.

     

    Chiang’s career to date spans across account management, strategy planning and agency management roles in creative, direct marketing, digital and media agencies over the past 23 years.

     

    Prior to joining Omnicom Media Group, Chiang had a long spell as the managing director of CumminsNitro in Australia and was recognised as one of the top executives in the region. He joined PHD as CEO for Asia Pacific in 2008 and had led the agency in achieving numerous milestones and awards year-on-year. Chiang was subsequently appointed as CEO, Asia pacific for Omnicom Media Group in 2013. Under his leadership and vision, OMD and PHD continues to grow progressively.

     

    “It is an honour to be invited to chair the APAC Effie Awards this year. Having been involved in the APAC Effie, I am very impressed with the efforts Effie has in place to uphold and celebrate high standards in marketing effectiveness. APAC Effie is indeed the gold standard when it comes to recognising and rewarding marketing effectiveness in the region. Effectiveness is arguably the most important factor when it comes to judging the success of a campaign and something we always strive to achieve. I am excited to work with my peers in the industry to continue driving marketing effectiveness in the Asia Pacific region,” said Chiang.

     

    Speaking on the appointment, APAC Effie Committee chairman Jarek Ziebinski added, “We are pleased to have Cheuk Chiang on board as the chairman for the upcoming awards. Cheuk’s credentials and expertise in the field will be invaluable to APAC Effie in championing the most effective works in the region.”

     

    APAC Effie 2016, the third edition of the Awards, continues to celebrate the most effective marketing communications efforts in Asia Pacific. Call for Entry will begin in the coming weeks.

  • Omnicom bags top honors at 2015 Spikes Asia Festival

    Omnicom bags top honors at 2015 Spikes Asia Festival

    MUMBAI: Omnicom agencies took the top honours at the annual Spikes Asia Festival of Creativity. BBDO received the night’s top honor, Network of the Year, for the second consecutive year, with DDB placing third. The award comes on the heels of BBDO winning the Cannes Lions APAC Network of the Year.

     

    On the other hand, Colenso BBDO won Agency of the Year and DDB Group New Zealand placed third. OMD China was among the top three Media Agencies of the Year.

     

    In total, over 40 Omnicom agencies in 12 countries contributed to nearly 150 Spike awards. More than any other holding company, Omnicom agencies won four Grand Prix awards in Design, Digital, Direct, and Promo and Activation, as well as three Creative Effectiveness awards.

     

    Colenso BBDO’s ‘Reduce Speed Dial’ innovative campaign for Volkswagen was a multiple award-winner taking the top prize in Digital and Direct. WhybinTBWA won a Grand Prix and two Golds for their ‘It’s Your Call’ campaign for 3AW. DDB Group New Zealand was among the top three agencies and won two Grand Prix awards, the highest honour, in Design, Promo and Activation.

     

    “Omnicom once again had a great showing at Spikes and it’s especially gratifying to see our networks and agencies continue their winning streak in an incredibly competitive region. I am extremely proud of the recognition, the work that earned it, and the people that made it happen,” said Omnicom Group president and CEO John Wren.

  • Scarecrow creates promotional video for Ace2Three

    Scarecrow creates promotional video for Ace2Three

    MUMBAI: Online gaming has been growing rapidly over the past few years. Online card game company Ace2three.com has released a video that seeks to cement its numero uno position. 

     

    Conceptualised by Scarecrow Communications, the video has got more than seven lakh hits within a week.

     

    Ace2three, a product of Head Infotech, boasts of over 40 lakh registered players. Available as an online rummy game for desktops, tablets and mobiles, it recently also released an Ace2three app.

     

    Ace2three.com CEO and founder Deepak Gullapalli said, “User happiness is our goal. Apart from a complete bouquet of card games, the site excels in offers, bonuses, cash prizes, regular tourneys and other incentives, which keeps the adrenaline gushing. Being the first mover, Ace2Three.com has high credibility and is reputed for fair policies and security. Ace2Three’s balance between player need, occasion and incentive has made it India’s No 1 Rummy site. Our communication needed to reflect this.”

     

    Scarecrow Communications founder and director Raghu Bhat added, “Rummy players are looking for a partner to play with – this was the insight we zeroed in on. Ace2three fills this need seamlessly. Shooting this was a blast with a lot of improvisation on the sets with director Naren Multani. We also wanted the music to be catchy yet quirky. So we went to Rohan Vinayak as we wanted something really original.”

     

    Shedding light on the humour aspect in the video, Scarecrow Communications founder and director Manish Bhatt said, “When you are talking to the youth, humour is always an option. We hope this clutter-cutting and sticky ad for Ace2three accelerates the process of making it a household name.”

     

  • Lowe Lintas executes slick TVC for Micromax featuring Hugh Jackman

    Lowe Lintas executes slick TVC for Micromax featuring Hugh Jackman

    MUMBAI: Micromax has teamed up with Hugh Jackman for Micromax Silver. The strategy was to elect Jackman to introduce the slimmest phone ever, in all its communication.

     

    The television commercial, conceptualised by Lowe Lintas Delhi, has been shot like an action-packed thriller and introduces the slimness of the phone. Jackman plays the role of a tough character trying to escape a high security prison. And the only weapon he has is the Canvas Sliver 5.

     

    The story demonstrates how he uses the slimness of the phone in the most innovative ways and manages to escape. Thereby showcasing the sleek design of the phone throughout the TVC.

     

    Speaking on the campaign, Lowe Lintas national creative director Amer Jaleel said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Jackman gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It’s ‘Oh, so that’s what was happening with the phone’ rather than ‘Oh, look how he’s using the slim phone’.”

     

    Similarly, the print campaign places the stylised looks of Jackman against the sleek design of the phone, to create impactful visuals that will be spread across newspaper and magazine ads, hoardings and points of sale.

     

    Through each medium, the campaign aims to showcase not just the slimness and the light-weight feature of the phone but also the fact that the Canvas Sliver 5 is packed with some good features.

  • O&M UK launches Ogilvy Pride to tap $3 trillion market

    O&M UK launches Ogilvy Pride to tap $3 trillion market

    MUMBAI: Ogilvy & Mather Group UK has introduced its new specialism Ogilvy Pride.

     

    Ogilvy Pride delivers deep market insight into the LGBT community, a consumer group valued in excess of $3 trillion globally. Working alongside Ogilvy’s existing practices and specialisms, Ogilvy Pride will enable new and current clients to harness the consumer spending power of LGBT individuals in brand marketing and communication programmes.

     

    The inclusion of minority groups, such as the LGBT community, in mainstream marketing content allows our clients to reach consumer groups that have previously gone unrecognised and position their brand as progressive.

     

    Ogilvy Pride is the first global agency partner of Stonewall, the UK’s largest LGBT rights charity, and has already integrated the offering into a number of client accounts across parts of EMEA and to win business such as Turner Broadcasting’s truTV in the UK.

     

    truTV is the television entertainment brand owned by Turner Broadcasting. Ogilvy Pride’s strategic capabilities, audience expertise and creative approach offered the perfect partnership for truTV to ensure the UK launch of RuPaul’s Drag Race had the maximum impact on all its target audiences.

     

    Ogilvy Public Relations UK CEO Michael Frohlich said, “We are delighted to announce Ogilvy Pride, a new specialism we can offer to our existing and new clients. Ogilvy Pride began as a grass roots community to champion diversity in the workplace and has quickly grown into a key specialism for the business. Ogilvy Pride both responds to, and capitalises on, the huge appetite from brands to understand and tap into LGBT audiences in order to further diversify and grow their consumer audiences.”

     

    Ogilvy Pride head Andrew Barratt added, “Shifts in social attitudes and the considerable spending power of LGBT people provides huge opportunity for brands to harness Ogilvy Pride’s specialist expertise. By 2020 it is estimated that in London alone the traditional mainstream majority will be outnumbered by minority groups. For a global brand campaign to be truly strategic in its communications, consideration of minority consumer audiences such as LGBT is now key.”

  • WPP’s Xaxis launches Light Reaction

    WPP’s Xaxis launches Light Reaction

    MUMBAI: WPP’s programmatic media and technology platform Xaxis has formally launched Light Reaction, a new mobile-first performance advertising business with an innovative outcomes-based, pay-for-performance media model.

     

    Light Reaction’s performance model is designed to combine scientific insight into how audiences perceive, relate and react to advertising with the data resources and scale of Xaxis to deliver highly accountable results for global brands. At launch, Light Reaction will be available in 20 markets across North America, Europe, Asia and the Middle East.

     

    Light Reaction’s response-oriented methodology and model is designed to maximize the volume of outcomes a brand is able to achieve. In an engagement with German retailer Walbusch, Light Reaction was tasked with the specific outcome of driving new customer sales. Utilizing real-time creative optimization, Light Reaction’s campaign increased new customer sales by 17 per cent, while decreasing new customer acquisition costs by eight per cent. Walbusch utilized Light Reaction’s pay-for-performance model and only paid for directly attributed new customer sales.

     

    Light Reaction’s performance marketing platform leverages the mobile-first technology of recent Xaxis acquisition ActionX, a leader in mobile app and cross-screen advertising; the programmatic capabilities of the QuismaX performance products previously provided by GroupM’s QUISMA; and Turbine, Xaxis’ proprietary data management platform, which provides real-time audience segmentation and modelling capabilities. Advertisers will have the opportunity to pair Light Reaction outcome-focused media products alongside Xaxis audience products.

     

    Xaxis executive vice president, general manager, performance marketing Paul Dolan will head Light Reaction as general manager.

     

    “Light Reaction makes it easy for global advertisers to garner the outcomes they want with zero upfront risk and unparalleled capability to scale results across multiple channels. We’ve developed a model for performance marketing that allows brands to meet precise objectives of customer response while drawing a direct line between ads and results,” said Dolan.

     

    In addition to leveraging robust audience data, high-performing media inventory and real-time programmatic technologies, Light Reaction is developing tools that tap the emerging field of perceptual science to help advertisers stand out amidst the crowded digital real-estate of consumers’ mobile devices. This understanding of the perceptual pathway by which audiences process and respond to dynamic creative will enhance Light Reaction’s ability to maximize desired outcomes under the broadest possible set of conditions. While Light Reaction’s mobile-first approach reflects the ever-increasing prominence of mobile, its products are channel agnostic. Advertisers can run coordinated campaigns across multiple channels to capture outcomes wherever they may be.

     

    “Mobile is the only digital media channel that’s essentially always-on, making it a huge target for global advertisers. With Light Reaction we’re arming clients to cut the through the clutter of the space with a platform that takes performance marketing to a new level of customization and accountability, particularly in driving outcomes via mobile devices,” said Xaxis global CEO Brian Lesser.