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Category: AD Agencies

  • DDB Mudra wins creative mandate for Pepsi IPL 2015

    DDB Mudra wins creative mandate for Pepsi IPL 2015

    MUMBAI: The creative mandate of Pepsi IPL 2015 has been handed over to DDB Mudra group. Last year the creative responsibility was taken care by Havas Media and the campaign was named ‘Come on Bulawoa Aaya Hai’.

     

    Confirming the development to Indiantelevision.com, a source in Multi Screen Media (MSM) said, “Havas Media is a creative agency associated with Sony Six and takes care of their campaigns. Whereas DDB Mudra handles the creative responsibilities of Sony Max. In an internal meeting, MSM decided to hand over the responsibility to DDB Mudra.”

     

    Sources in DDB Mudra also confirmed the development to Indiantelevision.com.

     

    It should be noted that initially IPL was only showcased on Sony Max but since MSM launched its sports channel Sony Six, the flagship tournament started featuring on both the channels.

     

    MSM president Rohit Gupta earlier in a conversation with Indiantelevision.com mentioned that the campaign will be on air by the end of February. He had said, “IPL is our biggest asset and we will promote is as aggressively as possible.”

     

    IPL starts just 10 days after ICC World Cup and a rejuvenating campaign is needed to grow interest amongst fans.

     

  • Ad agencies globally turning to video and digital formats

    Ad agencies globally turning to video and digital formats

    NEW DELHI: Around 48.3 per cent of ad agencies have said a majority of their RFPs (requests for proposal) included a video ad component in 2014, as against 38.1 per cent in 2013 and 30.2 per cent in 2012. The findings are part of a  survey by BrightRoll which claims that online video ads are becoming mainstream.

     

    Agencies are turning to online video because they believe in its effectiveness. The survey found that 72 per cent believe that online video advertising is as or more effective than TV spots. Just 18 per cent see online video ads as less effective.

     

    BrightRoll also found that 22 per cent of agencies plan to devote the majority of their digital video budgets to programmatic ad buys in the next 12 month – up from six per cent in last year’s survey.

     

    “Programmatic video is going mainstream with agencies because it has proven to be effective in shifting consumer perception. Agencies told us they are investing with confidence, measuring consumer behaviour directly, and effectively engaging audiences across screens using programmatic video,” says BrightRoll vice president global marketing Guy Yalif.

     

    The most important metrics for ad agencies are completed views (20 per cent), conversion (18 per cent), and brand lift (17 per cent). Click-through rates, once seen as key, are now less important, coming in fifth.

     

    With mobile video viewing on the rise, so is mobile video ad spending: 79 per cent of respondents were likely or very likely to devote some of their video ad budgets to tablets, a rise from 68 per cent in 2014.

     

    Meanwhile, another study shows around 28 per cent of marketers have reduced their advertising budget to fund more digital marketing.

     

    In 2015, search engine marketing (SEM) will continue to capture the largest share of online spend at 47 per cent, or about 14 per cent of the firm’s total marketing budget 2014.

     

    Worldwide social network ad spending reached $16.10 billion in 2014, a 45.3 per cent increase from 2013 that pushed social’s share of overall digital ad investment to 11.5 per cent. Combined social network ad dollars from North America, Western Europe and Asia-Pacific represented 93.7 per cent of global expenditure.

     

    Spending on paid media in the US totaled $179.80 billion in 2014. Digital accounted for 28.2 per cent of total ad investments, with 10.6 per cent going toward mobile. Digital ad spending rose 17.7 per cent in 2014 and will rise another 15.5 per cent in 2015, fueled by mobile.

     

    Digital ads will lead the way for global media growth in the next four years, accounting for 33 per cent of total advertising revenue, nearly catching TV in the process. TV advertising will generate $173.7 billion worldwide in 2014 and grow to $214.7 billion in 2018. During the same period, Internet advertising will grow from $133 billion to $194.5 billion.

     

    Total entertainment and media spending on digital services is forecast to grow at a 12.2 per cent compound annual growth rate (CAGR) between 2013 and 2018 and account for 65 per cent of global entertainment and media spending growth, excluding spending on Internet access.

     

    By 2018, Internet advertising will be poised to overtake TV as the largest advertising segment. As recently as 2009, Internet advertising revenue was $58.7 billion and TV advertising revenue was more than twice as big at $132 billion. But Internet advertising revenue will rise at a 10.7 per cent CAGR to reach $194.5 billion in 2018, just $20 billion behind TV advertising.

     

    Two-thirds of revenue growth from consumers and advertising will be digital. Of the $241 billion growth in total entertainment and media consumer and advertising revenue from 2013 to 2018, $157 billion will come from digital sources.

     

    Marketers spent $4.4 billion on mobile advertising in the US in 2012. That figure doubled to $8.5 million in 2013; and that figure is projected to quadruple to $31.1 billion by 2017. Search advertising accounts for about half of the total.

     

    Just one per cent of all US advertising spending is on mobile platforms, compared to 43 per cent for TV and 29 per cent for print.

     

    More than 40 per cent of US marketing professionals said they increased spending on data-driven marketing in the first quarter of this year, compared with 38.4 per cent who said the same in Q4 2013. More than 40 per cent of US marketing professionals said they increased spending on data-driven marketing in the first quarter of this year, compared with 38.4 per cent who said the same in Q4 2013.

     

    Digital marketers spend almost as much to keep buyers (45 per cent) as they do to gain new ones (55 per cent).

     

    Meanwhile, US marketers spend an average of 2.5 per cent of their total company revenue on digital marketing activities, according to a new report by Gartner Inc. US marketers spend an average of 2.5 per cent of their total company revenue on digital marketing activities, according to a new report by Gartner Inc.

     

    According to Duke University’s CMO Survey, digital marketing spending is forecast to grow by 10.2 per cent, a slower rate than the 11.5% increase forecast in August 2012, but a healthy rate nonetheless.

  • “Our focus will be on digital, mobile & activation”: Dhunji Wadia

    “Our focus will be on digital, mobile & activation”: Dhunji Wadia

    Regarded as someone with strong business acumen, great entrepreneurial instincts and affinity towards clients’ businesses, Dhunji Wadia was anointed as Rediffusion-Y&R president in December last year.

     

    With the Rediffusion-Y&R Group since 2010, Wadia had moved from JWT after spending 18 years there. Helming Everest Brand Solutions, he will now have greater responsibilities on his shoulders as he steps into the shoes of predecessors like Mahesh Chauhan, D Rajappa and Sam Ahmed.

     

    The 40-year-old company surfaced from choppy waters by reinventing itself. The years 2014 saw the agency bag a number of new accounts, including Videocon, Virgin Atlantic and Biba Fashions in Delhi; PC Chandra Jewellers and Cordlife in Kolkata; and Revtron in Mumbai.

     

    Indiantelevision.com’s Meghna Sharma spoke to the man, who has over 25 years of industry experience and has worked closely on brands like Parle, Tata, Unilever and Nike amongst others, to know his plans for the agency.

     

    Excerpts…

     

    A new year, a new beginning. What will be on your agenda for 2015 for Rediffusion Y&R and Everest Brand Solutions?

     

    2015 will be the year of focus. The number one priority is to focus on the creative work. Creative work is the whole agency. Of course, creative and strategic thinking are interlinked. But it’s the final output that moves the consumer. Once the creative work is in place, all good things will start to happen. It will positively impact the health of our brands, the agency’s fortunes, new business acquisitions and taking better care of our people.

     

    Having understood the destination, we are working on the strategy to get there. In the process, people who are excited about the opportunities will make it big rather than people who are happy to sit back and wait for things to happen. The results will speak for themselves.

     

    The year 2014 saw Rediffusion Y&R bagging new accounts like Videocon, Virgin Atlantic and Biba amongst others. The agency also regained its spot amongst the 10 advertising agencies in the country. What does this mean for the agency and how will this impact the future?

     

    Winning new business is always great. It gives us a chance to showcase new work. Regaining our spot in the top 10 was a great moral booster. It fills us with the confidence and enthusiasm to go further.

     

    What were the key lessons learnt from 2014 for you and the agency? And how will you implement those learnings in 2015?

     

    Today, the size of the agency makes no difference at all. Neither does the scope or the geographic reach of the agency. The difference for any client is really in the people. Do they bring the experience, knowledge and insight to a client that will make a big impact in that organisation’s results and bottom line?

     

    People are going to be the key going forward. We have a promising lot with immense potential and unleashing this potential will be a priority in 2015.

     

    What are the key areas that the agency has been working on?

     

    We have been focusing on our existing clients. Last year, more than half of our new business came from existing clients. It feels terrific when your existing clients trust you with their critical new brand launches. It’s a responsibility we cherish and specialise in.

     

    We are living in a ‘Breaking News’ world where what’s trending today is forgotten tomorrow, so we need to be in the news for the right reasons. We not only need to do the work but we also will have to come out and tell the world ‘Hey look, here’s what we’ve been doing.’

     

    According to you, what will be the highlights for the coming years?

     

    We hope to make our work the single biggest highlight of 2015 and beyond.

     

    What is your take on digital video format becoming a go to formula for advertising? Why are brands as well as advertising agencies opting for it?

     

    This is going to become a key differentiator in content marketing – one will be able to cut through online clutter to attract customers, increase engagement and guide customers throughout their buying journey. This would be possible on any screen, anytime, anywhere.

     

    Since brands are banking on creating films for digital platforms what do you enjoy the 30-second clip for TV or the long ones for digital?

     

    As opposed to bombarding the viewer with repeat telecasts of TV commercials, this is an option where you create a long duration commercial and hope the viewer likes, comments and shares the video.

     

    Going forward, clients won’t care about web hits because majority of the hits are now just bots. The main parameter for them will be sales. That’s what it was supposed to be in the first case.

     

    What are the plans lined up for the digital side of your business?

     

    We have done quite a few award-winning digital initiatives for our clients – SAB TV, Ranbaxy Volini and TATA Housing to name a few. Going forward there will be additional drive and focus on digital, mobile marketing and activation.

     

    How has storytelling evolved over the years?

     

    Thanks to the advancement in technology, storytelling is becoming increasingly compelling over the years. The recent Honda Type R commercial is a good example.

     

    One mandate which you are really proud of and why?

     

    Every mandate comes with its own unique challenges. And our credo is – To Resist The Usual. It would be impossible to isolate any one instance.

     

    Everest has won the Brand Revitalisation Award for Brand Everest, at the ‘Global Excellence Awards’ by World Brand Congress and also adjudged the ‘Happiest Agency in India’. What initiatives do you take to make sure employees are happy? And how productive are happy people?

     

    Happy people make a happy agency and in turn happy clients. It’s a happy circle. Most people join advertising in order to follow their passion. Majority of the work related grievances turn out to be minor issues when there is a common consensus. You need to have your heart in the right place.

  • “We’ve come a long way from being WPP’s little known agency”: Samrat Bedi

    “We’ve come a long way from being WPP’s little known agency”: Samrat Bedi

    The year 2014 will go down in history as the year of Indian politics. The main contenders of the two-horse race, Bharatiya Janta Party and Congress, launched massive campaigns to woo voters and became the talking point of the year.

     

    The BJP campaign ran in series with ‘janta maaf nahi karegi’ and ‘achche din aane wale hai’ becoming the most popular taglines of the year. While some pulled a meme on them, others continue to strongly believe in them and hoped to see a better and brighter India.

     

    The agency behind the ‘political campaign that created history,’ Soho Square, won not only hearts and accolades from the ‘aam janta’ but the advertising fraternity as well. It won the Grand Effie at the Effies 2014, bringing it at par with the bigger agencies like O&M, Lowe Lintas and McCann Worldgroup India.

     

    Indiantelevision.com’s Meghna Sharma caught up with Soho Sqaure head Samrat Bedi for a quick freewheeling chat after the award function.

    Excerpts:

     

    After winning the mandate, what was the reaction of the team? Was there a lot of pressure to deliver?

     

    We knew that it was a challenging one as it was an uncharted territory for the entire team. We had never done anything like this before. When we started working on it, a day’s work felt like what one would usually do in a week’s time.

     

    We held meetings at 1 pm everyday where we were given a new brief. After watching a lot of news and reading papers, to gauge the nation’s mood, we would again meet around 2:30 pm or so and come up with new content/idea by night.

     

    We are very proud of the campaign and it was a huge learning lesson.

     

    Whom would you attribute the win to?

     

    It was a team effort. It might sound clichéd but the magnitude of the project was so huge that the whole team had to get involved. There was no senior or junior when we got down to working on the campaign as it was unknown territory and needed everyone’s support.

     

    One can say a benchmark has been created. So, what will be the next big thing for Soho Square?

     

    Tough question. (laughs) I would like to call it a springboard rather than a benchmark. One can always do better and create newer benchmarks. Nonetheless, it will work as a springboard for us and now help us grow pillar to pillar.

     

    In a month’s time, we will be launching the coffee table book on the BJP campaign as well. 

     

    What advice will you like to give other “smaller” agencies?

     

    Just because we won the BJP mandate doesn’t make Soho Sqaure an expert. We cannot give advise to anyone because we are sure every other agency has the best talent pool and the ambition to come up with fantastic work across categories.

     

    However, one thing is for sure that the campaign helped us from being the “little known agency of WPP” to an agency which can now be counted amongst the big leagues.

     

    Sometimes it takes just an idea to change people’s perceptions!

     

  • Leo Burnett aims to be amongst top 5 agencies in the world by 2017

    Leo Burnett aims to be amongst top 5 agencies in the world by 2017

    MUMBAI: Starting the new year on a fresh note and an ambition to be amongst the top five creative agencies in the world by 2017, Leo Burnett is all set for the future.

    The agency will build brick by brick and guided by the 3 Ps- people, product and profit.

    The year 2014 saw a shocking development that of KV Sridhar aka Pops, erstwhile chief creative officer, India subcontinent, Leo Burnett, hanging his boots after 17 long years. However, with the hiring of ‘the +A types’ people, the agency want to reach for the stars. Leo Burnett hired Neha Contractor, Kaizad Pardiwalla, Prajato Guha Thakurta, Sachin Kamble, Harshad Hardikar, Antony Rajkumar, Oindrila Roy and Rakesh Hinduja in 2014 to get the right kind of people who are future ready.

    “A closer look at these leaders will also reveal that we are hiring a different breed of talent. Talent who can think beyond the 30 second TVC. We are really serious about winning with integration and these leadership changes will help us move rapidly in the new direction,” wrote Leo Burnett Group India CEO Saurabh Varma in an internal mail addressing the employees.

    Varma went on to write, “I request you all to focus on the 4 C’s as you look at levels in the organisation. The first C is Curiosity. We want to be child-like in the way we live our lives. We want you to leave your tables and explore the world around you. Nothing will give us more pleasure than people taking all their leave. Sacrifice is in, but the right kind. Hard work is appreciated but not if it comes in the way of us experiencing life. You have our commitment of continuing with this New Year break again, next year. Our hope is that next year we are even better organised to take this opportunity to slow down, relax and refresh. So please be curious in 2015.

    The next C is Champion. Great work stirs resistance. We need champions to help us sell great work. We need people who will not let the incredible idea just die. We all need more champions across the organisation who will challenge the work, shape the work and sell the work.

    The third C is Craftsman. Leo talked about that restless feeling that nothing you do is ever good enough. We want to live that spirit in our everyday life. We want to reach for the stars, everyday. No matter what you do in the Group, we want you to chase perfection. Average is out. Greatness is all that matters.

    Finally the fourth and the most important C: Citizens. We live in a world where an idea is shared and created by many. The spirit of knowing that we are all in it together is the fundamental to the organisation we are trying to build. Please populate the agency with people who embody these four traits. 2015, will also be a year where we will move forward and create a more performance driven organisation. We need to understand that growth is everyones job. Growth gives us freedom. Freedom to reward our people. Freedom to train our people. Freedom to create a better destiny for our people. We will reward people who drive growth. Every senior leader will have clear KPIs. Creative leaders will have to deliver on 7+ work. We will need to use our understanding of clients to create and sell them work they need rather than the work they want.”

    On the product front, Varma and Rajdeepak Das are excited about the momentum that has been created. Work on KBC, HE (man’s day), Kindle, Imagica and Anchor shows that the agency is moving steadily in the right direction. “With our marquee portfolio of brands, we hope to create incredible momentum in the next few months. Please use the specialisations at your disposal to create new work. Overall we need work which is true to ‘imaginative populism’. Work which is shared. Work which becomes part of peoples everyday lives. Work which our families are proud of. Work which delivers on the purpose of our brands. Please create content. Please create branded utility. Please use the power of technology to create platforms which are always-on. Please try different things. We urge you to take the risks. We will support risk and failures. We are ready for change,” he wrote to motivate all.

    Last year the group had won 37 clients and the agency wants to keep the momentum going in 2015. “We will not slow down. We will build on the incredible momentum we have created. We plan on both organic growth and new business wins. In 2015 we hope to pitch less and win a lot more. Prospecting will play a critical role in the way we approach our pitches. Please be ready for a lot of action,” he concluded his letter.

     

  • Medulla Communications leads Indian medal tally at The Rx Club Show, NYC

    Medulla Communications leads Indian medal tally at The Rx Club Show, NYC

    MUMBAI: Medulla Communications, a specialist healthcare advertising agency, leads the Indian medal tally at The Rx Club Show– one of the most prestigious international awards for creativity in healthcare advertising.

     

    The agency bagged a gold and a silver, of the 8 golds and 14 silvers awarded at this 2014 edition of the Awards. In fact, Indian agencies have come of age in global healthcare advertising, with a total gold and silver tally of five out of the 22 awarded this year.

     

    The gold was won on work done for Janssen Pharmaceuticals’ brand Stugeron, used in vertigo treatment, while the silver was won on a campaign developed for Johnson & Johnson’s brand, Nicorette.

     

    The other big winners at The Rx Club Show 2014 from across the world have been Ogilvy CommonHealth, Publicis, FCB Health, Havas, and Digitas Health among others.

     

    Founded in 1986, The Rx Club Show has grown to become an international icon in the healthcare industry. The show is judged in various categories by a panel of industry experts and is based solely on creativity. Like every year, this year’s judges panel too included the leading creative resources from the global healthcare advertising industry including Ross Thomson, Gene Black, Grant King, Robin Shapiro and several others.

     

    Medulla founder-director Praful Akali, an alumnus of The Indian Institute of Management said, “What’s exciting is that we’ve won for work on big clients that follow the strongest possible marketing rigour. These awards demonstrate that creativity is just as important in healthcare as any other specialist advertising domain.”

     

  • JBL appoints Makani Creatives as its ad agency

    JBL appoints Makani Creatives as its ad agency

    MUMBAI: JBL, one of the leading American audio electronics company currently owned by Harman International, has roped in Makani Creatives as its advertising agency. This development comes close after the decision on deployment of major funds to step up marketing activities and ramp up technology.

    JBL has already launched a strong campaign with celebrities Arjun Kapoor and Parineeti Chopra in order to target the youth and engage the users by launching a music video called ‘Just Be Loud’ created by Kookie Gulati from SOBO films.  

    Makani Creatives will now roll out campaigns in sync with the brand thought process – ‘Just Be Loud’. The agency has a repertoire of youth, fashion and retail brands which makes it the natural choice to partner with JBL.

    JBL director Sahil Sani said, “JBL has been a key force in developing independent divisions for audio equipment for consumer home market and professional equipment for studio, installed sounds, tour sound, portable sound (production and DJ) and cinema markets. Over the last few years, we have managed to make our presence felt in most sound and audio sectors.”

    “Our key focus now, is to increase the reach and awareness, and build on our strength as a preferred choice for end-consumers. In order to meet this objective, we are thrilled to partner with Makani Creatives as our brand agency. With them on board, we are now gearing up for the new brand identity – ‘Just Be Loud’ and innovative marketing campaigns in the near future. We chose Makani Creatives for their clear understanding of our brand, proven record for delivering some of the most successful ad campaigns and focus on delivering business results,” he further added.

    Makani Creatives MD Sameer Makani said, ‘‘JBL is a young and dynamic brand which has revolutionised the audio category, that being of head phones, headsets and bluetooth speakers. We were very charged by this proposition and that lead to a fine campaign we presented to JBL. In fact, they were quite impressed and that’s how we bagged their luxury division, Harman Kardon as well. The first set of work for JBL will be out shortly and I am sure that this will be one of the first steps of a successful journey together, we intend to take with this brand.”

     

  • Grey Group wins Global Healthcare Agency of the Year at the New York Festivals’ Global Awards

    Grey Group wins Global Healthcare Agency of the Year at the New York Festivals’ Global Awards

    MUMBAI: This year’s New York Festivals’ Global Awards saw Grey Group Singapore sweep the healthcare awards including clinching the prestigious Grand Global award, five Global awards and three finalist certificates.

    The ‘MOVE – Human Calligraphy’ (GSK – Panadol Joint) has taken top honours with the Grand Global Award and two Global Awards.

    The award-winning “Water-Eye Performance” bagged two Global Awards for its innovative work on the anti-irritant and moisturising qualities of Eye-Mo (GSK).

     

    ‘A Moment of Beauty’ (GSK – Eye-Mo) was recognised with a Global Award and two Finalist Certificates, in addition, the team also brought home a Final Certificate for the ‘Pain Poems’ (GSK Panadol Extra Advance) campaign.

    Grey Group Asia Pacific chairman & CEO Nirvik Singh said, “The Global Awards recognises our creative strength and ranks us at the top of healthcare creativity. With an evolving healthcare and wellness industry, we are constantly working in tandem to produce ground-breaking work along with successful business results for our clients.”

     

    “To win at such a prestigious global awards festival is very gratifying. It is the effort and hard work of the team as well as the clients’ support that has culminated in Grey Group Singapore being named Global Agency of the Year. We are ecstatic with this news,” added Grey Group Singapore CEO Subbaraju Alluri..

    “What a great honour to receive this global recognition that places us at the very top. A position none of us dreamt to hold in our very first year of operations as new global hub for the key client GSK. To have reached this in such a short time is a true testament to a great team that has come together in Singapore to deliver nothing but the best. And it is a testament to our clients who share a spirit of making things happen,” said (GSK) executive creative director Till Hohmann.

    These wins follow the prestigious 2014 Spikes Asia Festival of Creativity where Grey Group was the most-awarded agency in the healthcare category.

     

  • Karishma Lintas wins the creative mandate of Paper Boat

    Karishma Lintas wins the creative mandate of Paper Boat

    MUMBAI: Karishma Lintas, a part of Lintas India group, has won the creative mandate of Paper Boat. Karishma Lintas edged out Happy Creative Services & Dentsu in the multi-agency pitch that was held a few weeks ago.

     

    As its partner, Karishma Lintas would be responsible for providing creative insights and solutions to Paper Boat and will also chart out strategic recommendation, positioning and marketing of brand Paper Boat across various media.

     

    Hector Beverages CEO Neeraj Kakkar commented: “Design thinking is at the crux of Paper Boat and we believe that the same applies for Karishma Lintas. With a very clear mandate in mind, we decided to appoint Karishma Lintas as the creative agency for our brand. Backed by a strong team and disruptive ideas we were very confident about our choice and the quality of deliveries. Karishma Lintas understands our brand sensibilities and their work has been inspiring.”

     

    Paper Boat was launched nationally in August 2013 and is among the fast-growing juice brands from the stable of Hector Beverages. Paper Boat started out with two variants – Jaljeera and Aamras, and has since expanded its lineup to include seven new flavours comprising Aamras, Jaljeera, Jamun, Kalakhatta, Aam Pana, Kokum, Imli Ka Amlana and Golgappe Ka Paani. Its latest offering includes traditionally brewed Tulsi Tea and Ginger and Lemon.

     

    The agency’s executive director GV Krishnan said, “We admire the vision and purpose of brand Paper Boat aspiring to reduce cynicism in society and to reaffirm faith in life. Through our creative solutions, we genuinely believe that we could win the heart of every Indian by emotionally connecting with his childhood memory and serving them a delicious traditional Indian drink to savour. We’ve had inspiring and transparent discussions with the founders of Paper Boat and are excited to create an awesome portfolio going ahead for Karishma Lintas.”

     

    Paper Boat is backed by Sequoia Capital, Catamaran Ventures (NR Narayan Murthy’s VC firm) and Foot Print Ventures and is run by industry veterans – Neeraj Kakkar, James Nutall, Suhas Misra and Neeraj Biyani.

  • Hungama.com unveils ‘Zindagi ka Sound Track’ brand campaign

    Hungama.com unveils ‘Zindagi ka Sound Track’ brand campaign

    MUMBAI: The on-demand digital entertainment storefront Hungama.com has unveiled a new brand campaign ‘Zindagi ka Sound Track’.

    Commenting on the idea behind the launch of the ‘Zindagi ka Sound Track’ campaign, Hungama.com CEO Siddhartha Roy said, “Our aim is to encapsulate what music means to people in different situations. The campaign captures the essence of music and its role in everyone’s life. Being a pioneer in the entertainment space, Hungama reaches out to millions of people across the globe, presenting to them multiple touch points for consuming music and entertainment.”

    “We realised that music is not just entertainment, but a companion, in a way, music completes life. Whenever people indulge in any activity, there is a real or imaginary source of music that gives it a rhythm. Music is omnipresent in our lives, especially in today’s digital age and Hungama plays a vital role in ensuring that. With this campaign, we have captured the meaning of music in an endearing manner we believe the emotional thematic of this campaign helps reinforce just that,” he further added.

    The 360 degree brand campaign has kick-started with a TVC featuring the voiceover of actor Hrithik Roshan along with a social media contest with the hashtag #HungamaMusic , twitteratis had to tweet completing the sentence, ‘Music ZindagiKa…’. The campaign has been amplified by OOH, digital and radio advertising.

    Conceptualised and executed by Scarecrow Communications, the TVC will be aired across national and regional channels and will also be showcased in cinemas.

    Scarecrow Communications founder and director Raghu Bhat said, “To bring the entire idea to life, we turned to crowd-sourcing. We asked 40 people what music means to them. Their responses helped us complete the ‘musical kaleidoscope’, a vast, throbbing, real canvas comprising the myriad ways in which music impacts lives. We compiled and crafted their responses into a 2 minute audio track.”

     “Since Hungama has presence across the globe, the challenge here was to find a voice that was not over-used and paradoxically, something the whole country could recognize. To fit this brief, there were 3 places we could possibly look for – politics, cricket or Bollywood. The quest ended at the door of one of India’s biggest superstars, who is also a discerning perfectionist – Hrithik Roshan. He loved the lyrical voiceover and agreed to be part of Hungama’s brand campaign,” he added.