Bangalore: May 17: Delhi based Mobile App firm First Handle has hired Alchemist for brand building and enhancing its footprint across the country even as its traction has extended to Mumbai and Bengaluru since its launch in the capital, less than a year ago. The agency will handle the strategy, planning, and the creative responsibilities of the brand. The account will be handled by the agency’s Delhi office.
Says Gaurv Sinha “We, at FirstHandle were looking for a team/agency that matches our standards of operations, understand our business philosophy and will help us find a standing in a market as diverse as India. We are happy to have on board Alchemist, a leading Marketing Solutions provider, as the drivers of our brand and social strategy and execution partner.”
FirstHandle Led by Gaurav Sinha as the CEO has found increasing traction enlisting over 15,000 retailers in less than a year and hopes to add another 25,000 in the coming months.
This strongly backed mobile app is meant to help find treats and treasures at a discount! Manish Porwal, MD Alchemist said: “We pride ourselves in contributing to strategic growth for businesses. We are excited to partner with FirstHandle, to work on their brand and social strategy. The challenge for us is to create an exciting communication plan to make this brand into a go-to-app for every person who steps out to shop”
New Delhi: The ‘Singing cricketers’ dancing to the Kingfisher jingle O la la Leo O has become the first ever television commercial shot entirely by the cricketers themselves/
The TVC is aimed at cricketers celebrating on the streets in their respective cities and interacting with their fans.
This is claimed to be the first ever campaign shot entirely in a selfie mode – using hand held phones, cameras, selfie sticks and drones
The TV campaign took 24 international cricketers and close to a thousand fans to create this magnum opus.
In the current season of T20 Indian Premier League, Kingfisher is associated with six of the eight teams – Royal Challengers Bangalore, Rising Pune Supergiants, Mumbai Indians, Sunrisers Hyderabad, Delhi Daredevils and Kings XI Punjab.
UBL Senior Vice President Marketing Samar Singh Sheikhawat said “True to the tagline ‘Divided by teams, United by Kingfisher’, the newly launched television commercial for this season’s T20 extravaganza captures the spirit of camaraderie and sportsmanship that binds the teams together. Our latest campaign highlights the game of cricket as more than a sport; it is a medium that brings together diverse people in celebration and revelry. This is in perfect sync with Kingfisher’s positioning as the Original Social Network – some of the best memories are made while watching a game of cricket and sipping on some cold Kingfisher brew!”
In March, Kingfisher introduced the first of its kind Special Edition Cricket Pack, which combined the love for the game and the power of the innovation, to bring this experience in to every consumer’s hand.
This was followed up by a new TV commercial themed around its campaign ‘The Original Social Network’. Building up the crescendo, the iconic ‘Oo la la le lo’ advertisement hit the screens, featuring cricketers singing and celebrating on the streets of their respective home cities.
New Delhi: The ‘Singing cricketers’ dancing to the Kingfisher jingle O la la Leo O has become the first ever television commercial shot entirely by the cricketers themselves/
The TVC is aimed at cricketers celebrating on the streets in their respective cities and interacting with their fans.
This is claimed to be the first ever campaign shot entirely in a selfie mode – using hand held phones, cameras, selfie sticks and drones
The TV campaign took 24 international cricketers and close to a thousand fans to create this magnum opus.
In the current season of T20 Indian Premier League, Kingfisher is associated with six of the eight teams – Royal Challengers Bangalore, Rising Pune Supergiants, Mumbai Indians, Sunrisers Hyderabad, Delhi Daredevils and Kings XI Punjab.
UBL Senior Vice President Marketing Samar Singh Sheikhawat said “True to the tagline ‘Divided by teams, United by Kingfisher’, the newly launched television commercial for this season’s T20 extravaganza captures the spirit of camaraderie and sportsmanship that binds the teams together. Our latest campaign highlights the game of cricket as more than a sport; it is a medium that brings together diverse people in celebration and revelry. This is in perfect sync with Kingfisher’s positioning as the Original Social Network – some of the best memories are made while watching a game of cricket and sipping on some cold Kingfisher brew!”
In March, Kingfisher introduced the first of its kind Special Edition Cricket Pack, which combined the love for the game and the power of the innovation, to bring this experience in to every consumer’s hand.
This was followed up by a new TV commercial themed around its campaign ‘The Original Social Network’. Building up the crescendo, the iconic ‘Oo la la le lo’ advertisement hit the screens, featuring cricketers singing and celebrating on the streets of their respective home cities.
NEW DELHI: ‘Be your own hero’, an advertising campaign by Wrogn with Virat Kohli as the chief brand evangelist, is a bold and irreverent take on the symbolism of idol worship.
Virat Kohli is seen breaking statutes and tearing posters of his own ‘imagery’ with a message to move ahead and not get caught up trying to be someone else. This new campaign is being rolled out nationally across outdoor, print and digital mediums in Tier-1 cities.
Wrogn’s brand philosophy incorporates questioning the conventions, accepted norms and expected fads by shunning symmetry and conformity. The new ‘Be your own hero’ advertising campaign extends this brand philosophy with a new narrative that captures the essence of the youth of today.
Universal Sportsbiz CEO Anjana Reddy said: “WROGN is one of the fastest growing brands in the youth fashion segment. With Virat Kohli as the Chief Brand Evangelist, it has helped us form a deep connect with youth across the country and our new ‘Be your own hero’ campaign will endear him further to the target groups. With our new Wrogn Exclusive Brand Outlet (EBO) strategy and the new campaign, Wrogn will consolidate its position as the number #1 choice in the youth fashion segment for casual wear.”
Fisheye Creative Solutions Pvt Ltd CEO & Strategy Head Dave Banerjee said, “Perhaps no other country hero worships movie stars, cricketers or even politicians like we Indians do. That probably comes from an innate inferiority complex, a sense of subservience. As a breakaway youth fashion brand, we thought Wrogn is in a good position to address this issue. Virat, who’s easily the most influential youth icon, is in a very unique position to speak openly about it and try to make the Indian youth start looking up to themselves rather than some other ‘hero’.”
Wrogn co-founder Virat Kohli said, “I am extremely excited with the new ‘Be your own hero’ campaign for Wrogn. The world has changed and the new campaign reflects the change. Social media is an indicator that every individual is now his or her own ‘hero’ in a way and the campaign captures this cultural change with dramatic effect. I’m keen to know the feedback of the youth and will be waiting for comments on my social media channels. Wrogn as a brand is growing very fast and I’m extremely enthused with the response from fans and customers across India”.
NEW DELHI: ‘Be your own hero’, an advertising campaign by Wrogn with Virat Kohli as the chief brand evangelist, is a bold and irreverent take on the symbolism of idol worship.
Virat Kohli is seen breaking statutes and tearing posters of his own ‘imagery’ with a message to move ahead and not get caught up trying to be someone else. This new campaign is being rolled out nationally across outdoor, print and digital mediums in Tier-1 cities.
Wrogn’s brand philosophy incorporates questioning the conventions, accepted norms and expected fads by shunning symmetry and conformity. The new ‘Be your own hero’ advertising campaign extends this brand philosophy with a new narrative that captures the essence of the youth of today.
Universal Sportsbiz CEO Anjana Reddy said: “WROGN is one of the fastest growing brands in the youth fashion segment. With Virat Kohli as the Chief Brand Evangelist, it has helped us form a deep connect with youth across the country and our new ‘Be your own hero’ campaign will endear him further to the target groups. With our new Wrogn Exclusive Brand Outlet (EBO) strategy and the new campaign, Wrogn will consolidate its position as the number #1 choice in the youth fashion segment for casual wear.”
Fisheye Creative Solutions Pvt Ltd CEO & Strategy Head Dave Banerjee said, “Perhaps no other country hero worships movie stars, cricketers or even politicians like we Indians do. That probably comes from an innate inferiority complex, a sense of subservience. As a breakaway youth fashion brand, we thought Wrogn is in a good position to address this issue. Virat, who’s easily the most influential youth icon, is in a very unique position to speak openly about it and try to make the Indian youth start looking up to themselves rather than some other ‘hero’.”
Wrogn co-founder Virat Kohli said, “I am extremely excited with the new ‘Be your own hero’ campaign for Wrogn. The world has changed and the new campaign reflects the change. Social media is an indicator that every individual is now his or her own ‘hero’ in a way and the campaign captures this cultural change with dramatic effect. I’m keen to know the feedback of the youth and will be waiting for comments on my social media channels. Wrogn as a brand is growing very fast and I’m extremely enthused with the response from fans and customers across India”.
MUMBAI: There is no dearth of ‘shocking’ videos that circulate the internet and take netizens by a storm for a brief period of time, but rarely does one leave a lasting impact like PETA’s Behind That Exotic-Skin Handbag.
As the name reflects, the video aims to bring to light the controversial and yet generally known issue of animal cruelty in the luxury leatherwear industry.
In partnership with advertising mammoth Ogilvy and Mather, PETA manages to capture the macabre behind the leather fashion industry by bringing it to the glossier front of the showroom.
For years PETA has fought against the cruel abuse of animals in the leather industry with a major challenge being to convince the fashionistas who, though sympathise with the cause, but completely dissociate from it when admiring that fine leather clutch in the showroom.
Therefore Ogilvy and Mather were up for a challenge to execute a campaign that not only effectively spreads the message but lets people experience the cruelty first hand.
“It is a challenge how to communicate the same message that has been done in various forms effectively with impact. So, we came up with this campaign that not only delivers the message but to let the target audiences experience the cruelty in their hands,” Ogilvy & Mather Thailand, Vice Chairman and Chief Creative Officer Nopadol Srikieatikajohn.
The mandate from PETA was simple, “no animals should be killed and used in the process of campaign production,” and that’s exactly what Ogilvy did, much to the surprise of those who have seen the video.
They created a pop up store ‘Leatherworks’ in the heart of Thailand’s largest shopping centres, promising urban shoppers and fashionistas leather goods, more real than they perhaps ever wanted.
The objective was clear: to convince fashion lovers to give up on real leather merchandise and go for faux leather or synthetic leather, and they did so amazingly by shocking potential buyers ‘beating hearts’, ‘bloody skins,’ and ‘gory sinews’. Ironically, the bloody ‘insides’ showcased in the video really are made up of various types of plastic and synthetic material, as per PETA Asia Pacific. To give it that realistic appeal was the most challenging part of executing this campaign, pointed out Srikieatikajohn..
“The organ mock ups and mechanics was one of the most challenging parts. It doesn’t only need to look real but the mechanic behind also has to be programmed perfectly with the sensor detection to make the organs move when they were exposed to the light (when the bags opened.) This experiment process took up to 12 weeks before we get the perfect fully functioned mock ups running,” he explained.
“It wasn’t an easy job to set up a show that looked real enough to come shop either. To make it most effective, it had to be at the centre of a tourist shopping district. With budget constraints and a very provoking campaign idea, it was really hard to find the right venue that could support us and agree with the small budget. After 3 to 4 location surveys and contacts, we finally found the one that worked.”
“It took two months– from showroom design to the full set up. Before we were allowed to rent the store, campaign details and store design were submitted to the landlord for approval,” the creative explained.
When asked about the people shown in the published video, Srikieatikajohn said, “With the legal issues, some of the footage of real shoppers cannot be used. The people in the Video are a mix of real shoppers and people that we invited to the shop; however they were all unaware of what they would see in the shop while we were filming and we captured their real shocking reactions.”
The issue with a shocking brand communication is that sometimes people might be overwhelmed by the shock and forget the underlying message. PETA and O&M knew this well, and were patient with how people responded to the campaign and the following video.
“We did not expect them to understand the message right away so we had a staff approached them right after they found out what’s inside, handed out the brochure and explained the true message behind the campaign,” Srikieatikajohn said.
“Every year, hundreds of thousands of reptiles are crudely bludgeoned and skinned alive, all for the sake of so-called ‘luxury’ shoes, belts and bags”, says PETA India Chief Executive Officer Poorva Joshipura. “PETA Asia’s gruesome pop-up shop reminds shoppers that the only way to keep blood and guts out of our closets is to choose vegan clothing, shoes and accessories,” she added in parting.
MUMBAI: There is no dearth of ‘shocking’ videos that circulate the internet and take netizens by a storm for a brief period of time, but rarely does one leave a lasting impact like PETA’s Behind That Exotic-Skin Handbag.
As the name reflects, the video aims to bring to light the controversial and yet generally known issue of animal cruelty in the luxury leatherwear industry.
In partnership with advertising mammoth Ogilvy and Mather, PETA manages to capture the macabre behind the leather fashion industry by bringing it to the glossier front of the showroom.
For years PETA has fought against the cruel abuse of animals in the leather industry with a major challenge being to convince the fashionistas who, though sympathise with the cause, but completely dissociate from it when admiring that fine leather clutch in the showroom.
Therefore Ogilvy and Mather were up for a challenge to execute a campaign that not only effectively spreads the message but lets people experience the cruelty first hand.
“It is a challenge how to communicate the same message that has been done in various forms effectively with impact. So, we came up with this campaign that not only delivers the message but to let the target audiences experience the cruelty in their hands,” Ogilvy & Mather Thailand, Vice Chairman and Chief Creative Officer Nopadol Srikieatikajohn.
The mandate from PETA was simple, “no animals should be killed and used in the process of campaign production,” and that’s exactly what Ogilvy did, much to the surprise of those who have seen the video.
They created a pop up store ‘Leatherworks’ in the heart of Thailand’s largest shopping centres, promising urban shoppers and fashionistas leather goods, more real than they perhaps ever wanted.
The objective was clear: to convince fashion lovers to give up on real leather merchandise and go for faux leather or synthetic leather, and they did so amazingly by shocking potential buyers ‘beating hearts’, ‘bloody skins,’ and ‘gory sinews’. Ironically, the bloody ‘insides’ showcased in the video really are made up of various types of plastic and synthetic material, as per PETA Asia Pacific. To give it that realistic appeal was the most challenging part of executing this campaign, pointed out Srikieatikajohn..
“The organ mock ups and mechanics was one of the most challenging parts. It doesn’t only need to look real but the mechanic behind also has to be programmed perfectly with the sensor detection to make the organs move when they were exposed to the light (when the bags opened.) This experiment process took up to 12 weeks before we get the perfect fully functioned mock ups running,” he explained.
“It wasn’t an easy job to set up a show that looked real enough to come shop either. To make it most effective, it had to be at the centre of a tourist shopping district. With budget constraints and a very provoking campaign idea, it was really hard to find the right venue that could support us and agree with the small budget. After 3 to 4 location surveys and contacts, we finally found the one that worked.”
“It took two months– from showroom design to the full set up. Before we were allowed to rent the store, campaign details and store design were submitted to the landlord for approval,” the creative explained.
When asked about the people shown in the published video, Srikieatikajohn said, “With the legal issues, some of the footage of real shoppers cannot be used. The people in the Video are a mix of real shoppers and people that we invited to the shop; however they were all unaware of what they would see in the shop while we were filming and we captured their real shocking reactions.”
The issue with a shocking brand communication is that sometimes people might be overwhelmed by the shock and forget the underlying message. PETA and O&M knew this well, and were patient with how people responded to the campaign and the following video.
“We did not expect them to understand the message right away so we had a staff approached them right after they found out what’s inside, handed out the brochure and explained the true message behind the campaign,” Srikieatikajohn said.
“Every year, hundreds of thousands of reptiles are crudely bludgeoned and skinned alive, all for the sake of so-called ‘luxury’ shoes, belts and bags”, says PETA India Chief Executive Officer Poorva Joshipura. “PETA Asia’s gruesome pop-up shop reminds shoppers that the only way to keep blood and guts out of our closets is to choose vegan clothing, shoes and accessories,” she added in parting.
MUMBAI: Automobile manufacturer Hindustan Motors, which is part of the Birla Technical Services industrial group, has announced that the company’s CEO Ajay Kumar Bansal has resigned from his position as of May 13. “Ajay Kumar Bansal ceased to be Chief Executive Officer of the Company with effect from the close of business hours on May 13, 2016,” an official statement from the company informed BSE.
It maybe noted that the company went through a similar major reorganization when the former CEO Moloy Chowdhury quit last year in June 2015, post which Bansal was appointed as the company’s CEO in November 2015.
MUMBAI: Automobile manufacturer Hindustan Motors, which is part of the Birla Technical Services industrial group, has announced that the company’s CEO Ajay Kumar Bansal has resigned from his position as of May 13. “Ajay Kumar Bansal ceased to be Chief Executive Officer of the Company with effect from the close of business hours on May 13, 2016,” an official statement from the company informed BSE.
It maybe noted that the company went through a similar major reorganization when the former CEO Moloy Chowdhury quit last year in June 2015, post which Bansal was appointed as the company’s CEO in November 2015.
MUMBAI: Dentsu Creative Impact, the creative agency from Dentsu Aegis Network that went on to win 23 metals at the Goafest this year, has made two major senior appointments in an attempt to further strengthen its creative product.
The agency has roped in Anupama Ramaswamy and Akashneel Dasgupta as Executive Creative Directors, who will report to Dentsu India Group, NCD Soumitra Karnik.
Prior to joining Dentsu Creative Impact, Ramaswamy was Executive Creative Director at Cheil, Gurgaon and was in-charge of the Samsung Mobile account. In the recent years, Anupama has worked on the launch of the Galaxy J series, Note 4, Grand 2 and the extremely-popular “Fickle is Fun” campaign for Lavie Handbags.
Commenting on her new role, Ramaswamy said, “I am very excited to join Dentsu Creative Impact. I have loved the vibe of the agency since the moment I walked in. Soumitra and Amit have been trying to get the best possible talent, and my mandate here is to have fun while building a vibrant and creative culture. This will involve less rhetoric and more hands-on hard work.”
Some of the agencies that she has worked with include JWT, Lowe, Rediffusion, Havas and FCB. She has worked across a gamut of brands such as Nokia, Airtel, Woodland, Whirlpool, LG, Maruti, Lays and Boost. In her kitty are a number of AdFest Golds, Spikes, Effies, New York Festival and a number of Abby’s. She was part of the One Show Jury in 2012 and is a regular face on the Goafest jury panel over the last few years.
Meanwhile, Dasgupta’s last assignment was at ADK Fortune where he was heading the creative function. Dasgupta started his career in advertising with strategic planning at Mudra.
Commenting on his new role, he said, “It’s an exciting time to join Dentsu Creative Impact where a young new team has taken shape and one cannot fail to notice the energy and enthusiasm. Also, it was a personal desire for some time to work with Soumitra and I am happy that an opportunity has presented itself. Hope you get to hear more from us, soon.”
Talking about the exciting new additions to the team, Karnik too said, “Great work happens when people commit to constantly raising the bar. We are young and tremendously hungry for qualitative growth. To satiate our appetite and to help us achieve our objective, people become easily our single most valuable asset and we cherry pick each one of them. Both Anupama and Akash are just the kind of people Dentsu Creative Impact needs to write its destiny. For me, they are our fantastic acquisitions.”
Echoing a similar sentiment Dentsu Creative Impact SVP and branch head Amit Wadhwa added, “It’s been great going for Dentsu Creative Impact, especially in the last year or so, and one way we can really continue this upward journey is by having the right people around. This holds true even more so when it comes to the creative talent, since that is where the action finally boils down to. I think in Anupama and Akash we have two extremely talented, passionate and at the same time mature heads that will take us to where we intend to go.”
