Category: Media and Advertising

Havas Media Group’s Arena Media wins Bagrry’s

MUMBAI: Arena Media, a part of Havas Media Group, today announced the win of Bagrry’s India Limited – one of the leading brands of breakfast cereals and health foods in the Indian subcontinent. The brand was won after a multi-agency pitch. The Integrated Media mandate will include traditional as well as digital and mobile duties. The account will be handled from Arena’s Gurgaon office.

With a tagline of ‘Let’s put health first’, Bagrry’s has been a pioneer for products such as muesli, oats, bran and a whole range of healthy foods, made in India for India. For 25 years the brand says that it has helped consumers follow a fit and healthy lifestyle.

Bagrry’s director Aditya Bagri commented, “As India’s health food FMCG we are dedicated to creating products that are cherished by customers – not viewed as a mere necessity. Arena instinctively understood our passion, vision and forward thinking. Arena has the credentials, strengths and focus to build platforms of connect and relevance, across media. They also have a good understanding of the Indian customer who is today driven by quality. ”

Havas Media Group, India and South Asia, CEO Anita Nayyar said, “The Indian consumer’s dependence on packaged foods has increased and health awareness has constantly been on the rise. The Bagrry’s group has played a meaningful role in customer’s lives over the past many years; it is a great brand in a targeted but high potential category. We are honoured to take on the mandate of a yet another innovative and pioneer Indian brand.”

Havas Media Group, India, MD Mohit Joshi explained, “Wellness ranks high as an emerging industry and Bagrry’s is perfectly positioned in that domain. At play will be Havas Media Group’s integrated media skills centered on digital-mobile and the Meaningful Brands framework which together will map the brand chart for Bagrry’s. We look forward to working with the team.”

March 3, 2016
Maxus launches Kaleidoscope

MUMBAI: Maxus India today launched ‘Maxus Kaleidoscope’, a unique mood based planning tool. Inspired by British physician Dr Liz Miller’s mapping principle of defining one’s mood, this web based tool will enable brands in India to align their communication basis the emotional and behavioural parameters of the audience.

The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective. This is Maxus India’s second initiative on behavioural mapping the first being Moribus- first of its kind behavioural sciences lab by a media agency in partnership with the Mumbai University.

The tool was launched by Maxus global CEO Lindsay Pattinson at a media round table with the entire Global Executive Committee, along with Maxus APAC CEO Ajit Varghese. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.

Speaking to the media about the tool, Pattinson said “With access to real time data, brands can move beyond demographics into behaviour consumer profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood’.”

“While IoTBLR Partnership and Metalworks form key components of the digital pillar, Moribus and Maxus Kaleidoscope are one of a kind tools that differentiate our data and analytics product. The content marketing pillar is an enabler that provides brands the opportunity for greater engagement with brands,” he revealed

Commenting on India, Pattinson further added, “India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fuelled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skillset that will be future ready for all our clients and brands.”

March 2, 2016
Maxus launches Kaleidoscope

MUMBAI: Maxus India today launched ‘Maxus Kaleidoscope’, a unique mood based planning tool. Inspired by British physician Dr Liz Miller’s mapping principle of defining one’s mood, this web based tool will enable brands in India to align their communication basis the emotional and behavioural parameters of the audience.

The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective. This is Maxus India’s second initiative on behavioural mapping the first being Moribus- first of its kind behavioural sciences lab by a media agency in partnership with the Mumbai University.

The tool was launched by Maxus global CEO Lindsay Pattinson at a media round table with the entire Global Executive Committee, along with Maxus APAC CEO Ajit Varghese. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.

Speaking to the media about the tool, Pattinson said “With access to real time data, brands can move beyond demographics into behaviour consumer profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood’.”

“While IoTBLR Partnership and Metalworks form key components of the digital pillar, Moribus and Maxus Kaleidoscope are one of a kind tools that differentiate our data and analytics product. The content marketing pillar is an enabler that provides brands the opportunity for greater engagement with brands,” he revealed

Commenting on India, Pattinson further added, “India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fuelled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skillset that will be future ready for all our clients and brands.”

March 2, 2016
Dentsu Communications creates new campaign for TVS Jupiter

MUMBAI: TVS Motor Company has launched a new campaign for its brand TVS Jupiter. The new ad campaign salutes and recognises the life mantra of the Indian Man –”apne se bhi zyada apnon ke liye.” The TVC has been created by Dentsu Communications and is currently on-air on a number of channels. It celebrates the dedication, hard work and the spirit of the Indian man who ‘enjoys doing more’ relentlessly through its brand philosophy.

Through this piece of communication TVS Jupiter not only celebrates the spirit of existing Jupiter owners, but also aims to scale newer heights by influencing new consumers to become a part of the TVS Jupiter family.

The objective for TVS Jupiter is to be the leading scooter brand of the country by gaining a higher brand preference amongst consumers. Going forward, the established rational positioning of ‘Zyada Ka Fayda’ will be reinforced with an emotional pay-off of the positioning.

Extensive research resulted in the company finding that TVS Jupiter was the TG’s Man-Friday that enabled him in fulfilling his responsibilities. It helped him get satisfaction by doing more and fulfilling his responsibilities better for his dear ones.

Hence the team at Dentsu Communications came up with a simple yet powerful thought “apne se bhi zyada apnon ke liye” to salute and recognise the spirit of the Indian man.

The film expresses this joy of doing more through the many ‘Zyada’ in their life – a caring father, a dutiful son, a community pillar, a responsible citizen or a dedicated patriot. Playing each life role is about drawing on the deepest reserves of physical, mental and emotional strength, so that his dear ones have more to build his life on. And no one understands this better than someone who has experienced this himself.

Each situation in the TVC has a common thread connecting it across the diverse geographies and cultures of India – the willingness to strive for the happiness of dear ones in every aspect of life.

Amitabh Bachchan as the brand philosophy evangelist magnifies the values and brings alive the brand philosophy behind ‘Zyada ka Fayda’. He keeps the spirit of ‘Doing More’ alive by celebrating and recognizing the contributions of these Indian men above everyone else.

March 2, 2016
Dentsu Communications creates new campaign for TVS Jupiter

MUMBAI: TVS Motor Company has launched a new campaign for its brand TVS Jupiter. The new ad campaign salutes and recognises the life mantra of the Indian Man –”apne se bhi zyada apnon ke liye.” The TVC has been created by Dentsu Communications and is currently on-air on a number of channels. It celebrates the dedication, hard work and the spirit of the Indian man who ‘enjoys doing more’ relentlessly through its brand philosophy.

Through this piece of communication TVS Jupiter not only celebrates the spirit of existing Jupiter owners, but also aims to scale newer heights by influencing new consumers to become a part of the TVS Jupiter family.

The objective for TVS Jupiter is to be the leading scooter brand of the country by gaining a higher brand preference amongst consumers. Going forward, the established rational positioning of ‘Zyada Ka Fayda’ will be reinforced with an emotional pay-off of the positioning.

Extensive research resulted in the company finding that TVS Jupiter was the TG’s Man-Friday that enabled him in fulfilling his responsibilities. It helped him get satisfaction by doing more and fulfilling his responsibilities better for his dear ones.

Hence the team at Dentsu Communications came up with a simple yet powerful thought “apne se bhi zyada apnon ke liye” to salute and recognise the spirit of the Indian man.

The film expresses this joy of doing more through the many ‘Zyada’ in their life – a caring father, a dutiful son, a community pillar, a responsible citizen or a dedicated patriot. Playing each life role is about drawing on the deepest reserves of physical, mental and emotional strength, so that his dear ones have more to build his life on. And no one understands this better than someone who has experienced this himself.

Each situation in the TVC has a common thread connecting it across the diverse geographies and cultures of India – the willingness to strive for the happiness of dear ones in every aspect of life.

Amitabh Bachchan as the brand philosophy evangelist magnifies the values and brings alive the brand philosophy behind ‘Zyada ka Fayda’. He keeps the spirit of ‘Doing More’ alive by celebrating and recognizing the contributions of these Indian men above everyone else.

March 2, 2016
OgilvyOne Mumbai among world’s top 10 digital agencies

MUMBAI: WARC has just released its much-awaited rankings of the world’s 100 best digital/ specialist agencies for 2016. And OgilvyOne Worldwide, Mumbai ranks among the top ten at number eight. Incidentally, OgilvyOne is the only Indian agency to rank among the top 50.

The WARC 100 tracks over 2,000 effectiveness and strategy competition winners from around the world to reveal the top 100 best marketing campaigns of the year – as well as the agencies and brands behind them.

Executive chairman and creative director south Asia Piyush Pandey said “It is a matter of great pride that OgilvyOne Mumbai is listed eight on WARC’s list of the top Digital Agencies globally. This is in keeping with our constant endeavour to excel in the digital space in order to serve our clients better in these ever-changing times.

Reacting to the news, a very delighted OgilvyOne Worldwide India president and country head Vikram Menon said, “The WARC 100 is perhaps the industry’s most credible rating of award-winning campaigns and agencies from an effectiveness perspective, globally. And to rank number 8 on the list is a matter of enormous pride. This is the outcome of a conscious effort to provide clients with creative solutions that have a direct impact on their business.

Notably, OgilvyOne worldwide is the only Indian digital agency that has made it to the list every year since it was first released in 2014.

March 2, 2016
OgilvyOne Mumbai among world’s top 10 digital agencies

MUMBAI: WARC has just released its much-awaited rankings of the world’s 100 best digital/ specialist agencies for 2016. And OgilvyOne Worldwide, Mumbai ranks among the top ten at number eight. Incidentally, OgilvyOne is the only Indian agency to rank among the top 50.

The WARC 100 tracks over 2,000 effectiveness and strategy competition winners from around the world to reveal the top 100 best marketing campaigns of the year – as well as the agencies and brands behind them.

Executive chairman and creative director south Asia Piyush Pandey said “It is a matter of great pride that OgilvyOne Mumbai is listed eight on WARC’s list of the top Digital Agencies globally. This is in keeping with our constant endeavour to excel in the digital space in order to serve our clients better in these ever-changing times.

Reacting to the news, a very delighted OgilvyOne Worldwide India president and country head Vikram Menon said, “The WARC 100 is perhaps the industry’s most credible rating of award-winning campaigns and agencies from an effectiveness perspective, globally. And to rank number 8 on the list is a matter of enormous pride. This is the outcome of a conscious effort to provide clients with creative solutions that have a direct impact on their business.

Notably, OgilvyOne worldwide is the only Indian digital agency that has made it to the list every year since it was first released in 2014.

March 2, 2016
Amish Tripathi turns five kids into storytellers for Airtel

MUMBAI: The newly released video from Airtel titled Udaan is sure to take one down memory lane to childhood days which were full of ideas, however fantastic they were.

Created by J. Walter Thompson the three minute video featuring bestselling author Amish Tripathi plays on the ‘dreams come true’ theme, where these children bring their stories to the people through an unexpected platform.

Through the five kids — Nisha, Arya, Anshu, Anjali and Eklvaya — one is reminded how easy it is to be honest with our ideas without any fear of judgement. The viewers are won over by their innocent yet powerful imagination, which creates ample impact when we realise that these stories would have remained untold and the kids have would grow up eventually, shunning their unbashful creativity.

That is when Amish Tripathi came into the picture and urged the kids to finish a story with him, a story that was eventually showcased at the Jaipur Literature Festival, where the kids took to stage in front of a hall full of audience. The effectiveness of the ad comes to light as we find out that the kids never really met Amish Tripathi in person, and their presence at the literature festival was through 3D imaging and hologram, possible through Airtel’s strong connection. While the association with Jaipur Lit Fest came from Airtel, it was JWT Delhi team’s vice president and executive planning director Shujoy Dutta who conceptualised the ‘entire scheme of getting a writer to inspire the kids to write.’

When asked what the mandate from the client was, J. Walter Thompson Delhi managing partner and head Sanjeev Bharagava said, “The mandate really was what kind of presence that the brand should have at the Jaipur Literature Festival, so we had to devise something that could be associated with it and also create a positive awareness for the brand.”

Carried out through phases spanning across six weeks, JWT’s rural team scouted around gramin (rural) areas at several less privileged schools to identify these five bright minds.

“It was difficult because we required a different expertise to put everything together as wonderfully. There was an outreach team that worked rurally, there was a strategic team that thought of the idea, there was a digital team that carried out the campaign online — four different disciplines that were really involved to bring this idea live. That we carry it out seamlessly was the real challenge,” Bhargava shared.

Justifying why Amish Tripathi was the best person to connect with the kids as well as be the spokesperson for the brand Bhargava said, “I feel Amish is a kind of author who has depth in his writing. We didn’t want to go the populist way and chose just any bestselling author, we wanted someone who would resonate with the core thought of the campaign.”

With six weeks’ worth of content that culminated in the ultimate showcase of experiential marketing when the kids came alive through holographs that were powered by Airtel, the tough nut to crack was the content code for the video. The crux of the effort is the digital proliferation which the campaign brings to the fore cleverly and masterfully.

March 1, 2016
Amish Tripathi turns five kids into storytellers for Airtel

MUMBAI: The newly released video from Airtel titled Udaan is sure to take one down memory lane to childhood days which were full of ideas, however fantastic they were.

Created by J. Walter Thompson the three minute video featuring bestselling author Amish Tripathi plays on the ‘dreams come true’ theme, where these children bring their stories to the people through an unexpected platform.

Through the five kids — Nisha, Arya, Anshu, Anjali and Eklvaya — one is reminded how easy it is to be honest with our ideas without any fear of judgement. The viewers are won over by their innocent yet powerful imagination, which creates ample impact when we realise that these stories would have remained untold and the kids have would grow up eventually, shunning their unbashful creativity.

That is when Amish Tripathi came into the picture and urged the kids to finish a story with him, a story that was eventually showcased at the Jaipur Literature Festival, where the kids took to stage in front of a hall full of audience. The effectiveness of the ad comes to light as we find out that the kids never really met Amish Tripathi in person, and their presence at the literature festival was through 3D imaging and hologram, possible through Airtel’s strong connection. While the association with Jaipur Lit Fest came from Airtel, it was JWT Delhi team’s vice president and executive planning director Shujoy Dutta who conceptualised the ‘entire scheme of getting a writer to inspire the kids to write.’

When asked what the mandate from the client was, J. Walter Thompson Delhi managing partner and head Sanjeev Bharagava said, “The mandate really was what kind of presence that the brand should have at the Jaipur Literature Festival, so we had to devise something that could be associated with it and also create a positive awareness for the brand.”

Carried out through phases spanning across six weeks, JWT’s rural team scouted around gramin (rural) areas at several less privileged schools to identify these five bright minds.

“It was difficult because we required a different expertise to put everything together as wonderfully. There was an outreach team that worked rurally, there was a strategic team that thought of the idea, there was a digital team that carried out the campaign online — four different disciplines that were really involved to bring this idea live. That we carry it out seamlessly was the real challenge,” Bhargava shared.

Justifying why Amish Tripathi was the best person to connect with the kids as well as be the spokesperson for the brand Bhargava said, “I feel Amish is a kind of author who has depth in his writing. We didn’t want to go the populist way and chose just any bestselling author, we wanted someone who would resonate with the core thought of the campaign.”

With six weeks’ worth of content that culminated in the ultimate showcase of experiential marketing when the kids came alive through holographs that were powered by Airtel, the tough nut to crack was the content code for the video. The crux of the effort is the digital proliferation which the campaign brings to the fore cleverly and masterfully.

March 1, 2016
The Gillette India Flexball challenge on Twitter

MUMBAI: Since it launched the Fusion Proglide Flexball razor, Gillette India has been coming up with various promotional strategies, with one of the strategies being promoting it through social media .

The new Gillette razor is different from the previous razors launched by the brand. It has five blades on the front and one blade at the back that allows it to swivel back and forth. The movement of this razor is quite similar to how one’s wrist works. The new Flexball technology helps men to shave without twisting their face in awkward ways.

The brand now has an ongoing campaign for its Fusion Proglide Flexball razor on Twitter – The Flexball Challenge that challenges its patrons. To enter The Flexball challenge, one has to tweet to Gillette India with #Flexiballchallenge and wait till Gillette India makes its first move. (For example; ‘I am ready for #TheFlexballchallenge @GilletteIndia’)

Once Gillette India has made its first move by sending a chart which is divided into three rows and three columns -A1-A3,B1-B3,C1-C3, the participants have to reply to the move by choosing the desired position. (For example A3#TheFlexballchallenge). The game is a clever way of explaining the flexibility of the product as players do not have to use pen or pencil to play the game.

Before getting started with the game, participants have to keep its in mind. For instance only one game at a time can be played. Furthermore participants can always ask for a rematch. The hashtag has to be used always and one must wait until Gillette India responds back, resending or changing of moves are not allowed. The challenge has taken Twitterti by storm. Over a hundred participants have tweeted and taken part in the challenge so far. Here are a few examples:

sujoy_kapur tweeted, “C1 is my first move team @GilletteIndia #TheFlexballChallenge.”

avdesh_roy tweeted, “Friends lets take #TheFlexballChallenge Play & win @GilletteIndia @saraf_silky

Amol_77 tweeted, “I am ready for #TheFlexballChallenge join me and play it @GilletteIndia guys.”

March 1, 2016