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Tag: 22feet Tribal Worldwide

  • TTK Prestige challenges gender roles in kitchen with #CookingHasNoGender campaign

    TTK Prestige challenges gender roles in kitchen with #CookingHasNoGender campaign

    Mumbai: TTK Prestige has launched a new campaign on Mother’s Day that echoes its progressive views of gender roles in the kitchen. Titled #CookingHasNoGender, the campaign conceptualised by 22feet Tribal Worldwide intends to make Indian kitchens gender-neutral by bringing men into the fold. The marketing campaign will run on all major social media platforms.

    “For a long time, advertising for cookware brands has featured women front and centre in the kitchen because of stereotypes that expect them to fulfil that role in the family. This new campaign reflects the dynamics of a modern family where cookware is for anyone to cook and feel more comfortable in the kitchen regardless of gender,” said the brand in a statement.

    The film opens with a young boy learning to cook from his father, who insists on teaching him the effort that goes into making a simple meal. Tired, the boy asks if it’s necessary to learn cooking. The father imparts a simple lesson that everyone should learn how to cook.

    ‘‘As a brand with a legacy of over 66 years, mothers have always had a special place in our hearts. TTK Prestige shares a strong bond with them through our range of innovative products that eases their lives in the kitchen,” said TTK Prestige deputy general manager Ankur Agarwal. “Through the narrative in the campaign, TTK Prestige endeavours to capture the little things that make family time so meaningful and endearing. This campaign strongly endorses aspects such as love, togetherness and food, which fuels closeness in a family. As a brand that is relatable to current times, we believe that #CookingHasNoGender.’’

    “Progress cannot be limited to the fringes, it has to be mainstream. And we are proud to see brands like TTK Prestige wanting to drive progressive narratives,” commented 22feet Tribal Worldwide EVP and national head of business Ken Sekhar. “We are fortunate to work with a company that partnered with us to push the envelope on inclusive and diverse communication. The result of that relationship is what you see in this campaign.”

     

  • DDB Mudra appoints Aniruddha Deb as EVP and head of business – North

    DDB Mudra appoints Aniruddha Deb as EVP and head of business – North

    Mumbai: DDB Mudra Group has appointed Aniruddha Deb as executive vice president and head of business – North.

    In his new role, Aniruddha will lead the integrated business between DDB Mudra and 22feet Tribal Worldwide in the North office. He will report to DDB Mudra Group managing partner – North Ashutosh Sawhney.

    In his 19+ years of brand stewardship experience in advertising and marketing, Aniruddha has worked with global businesses like Unilever, Nestle, Wipro, Samsung, LG, HSBC, Vodafone, KFC, and Subway. He began his career with MullenLowe Lintas Group, where he rose through the ranks to lead Unilever’s detergents, oral care and deodorants business in SE Asia, operating out of Thailand.

    After working with agencies such as Ogilvy, Publicis Groupe and Cheil Worldwide, he took on a marketing role and served as head of marketing at Mobiistar. Here, he launched the Vietnamese smartphone brand in India, both online and retail. His last stint was with Wunderman Thompson as senior vice president & executive business director, where a major part of his role was as the branch head, ADK Fortune, Bangalore.

    “The last two years have accelerated clients’ needs for ‘Through the Line’ consumer-focused marketing,” said Ashutosh Sawhney. “The leaders for this hybrid discipline in our business are rare as they ought to have one foot planted in brand, human insights and strategy and the other in digital, platform-out thinking. Aniruddha’s appointment is in sync with this growing need as he complements both these skill sets with aplomb and has a keen appreciation of what is effective, creative work. We’re excited to see what the future of this hybrid model at the group holds with him on board.”

    “With the changing landscape of creative agencies and an ongoing digital transformation, only a few networks have truly been able to shape themselves as a truly integrated agency in India and DDB Mudra Group is clearly one of them,” said Aniruddha Deb. “What attracts me is the company’s constant endeavour to grow and build great brands through recognisable and effective creative work and the ability and eagerness to provide integrated solutions irrespective of the kind of business they hold. It really excites me to come on board and lead client partnerships across mainline and digital. I hope to play a significant part in the group’s ongoing growth journey.”

  • Cancel flights of fancy, says DIAL in new campaign

    Cancel flights of fancy, says DIAL in new campaign

    Mumbai: Delhi International Airport Limited (DIAL) has won hearts online for its effort to discourage people from non-essential travel. DIAL launched a social media campaign with a series of #TravelTomorrow quotes to drive home the message with a twist. The campaign was conceptualized by 22feet Tribal Worldwide, part of the DDB Mudra Group.

    With the country grappling with the second wave of the pandemic, people have been advised to stay indoors to curb the spread of Covid-19. In a crisis of this nature, non-essential travel is best avoided. However, constant reminders of beautiful locations, serene beaches on social media can potentially trigger housebound travellers to put their pending travel plans in action. This insight was an enabler for DIAL to go against the very grain of its own interest and launch a campaign that puts national interest first, for the safety of the people and the country.

    Motivational travel quotes are regularly seen over social media, and they are often shared with a beautiful backdrop that immediately makes one want to be part of that exotic locale. The idea was to play around with people’s expectations around such inspiring travel quotes. The campaign was brought to life by putting a unique spin on often used terms such as ‘Carpe Diem’ and ‘Wanderlust’ with visuals of looking out from a window, showing beautiful locations but from within the safety of one’s home.

    22feet Tribal Worldwide national creative director Debashish Ghosh said, “Social media captures an individual’s imagination, especially when they are cooped up in their home with a limited set of activities. In the current scenario, staying home is the best way to protect ourselves and leisure travel must be avoided. While DIAL is at the forefront of receiving and facilitating aid flights as well as Vande Bharat flights from across the globe; the travel facilitator also took on the responsibility to dissuade people from non-essential travel. The team deployed a counter-intuitive take on popular travel verbiage to inject the message with a dose of levity. And that’s how this campaign came to fruition.”

    The campaign is live across social media platforms such as Instagram, Facebook, Twitter and LinkedIn.

    ·       https://www.instagram.com/p/CPk-3cNnPXu/

    ·       https://www.instagram.com/p/CPcn_x4nwLM/

    ·       https://www.instagram.com/p/CPV5qzxHidc/

  • Vishal Mehra elevated to SVP 22feet Tribal Worldwide

    Vishal Mehra elevated to SVP 22feet Tribal Worldwide

    NEW DELHI: Digital solutions agency 22feet Tribal Worldwide, from the DDB Mudra Group, recently elevated Vishal Mehra to the post of senior vice president. In his new role, he will be leading the Delhi branch for DDB Mudra Group and 22feet Tribal Worldwide, and will be responsible for digital businesses and agency growth in the region.

    Mehra had joined 22feet Tribal Worldwide in 2018, from Cheil Worldwide, as lead – digital strategy and was soon promoted to the position of branch head – north. During his two-year-long stint at Cheil, he handled brands like Jet Airways, Grant's Whisky, Bata and Monkey Shoulder, and led various projects involving digital brand strategy/planning for Samsung India, across categories like HHP (handheld products), wearables, digital services and e-commerce.

    Mehra has earlier worked with companies like SimpliFlying, Bite, and Spiider Digital. He is a Haas School of Business, University of California alumnus and holds degrees from IMI and  IIPM.

  • 22feet Tribal Worldwide in association with Hero MotoSports delights the biker community with Rally Life Navigator

    22feet Tribal Worldwide in association with Hero MotoSports delights the biker community with Rally Life Navigator

    22feet Tribal Worldwide, in collaboration with Hero Motosports, the motor sport division of Hero MotoCorp, has launched ‘Rally Life Navigator’ program. Aimed at the biker community, this innovative platform helps riders master rally navigation from the comfort of their home. The program is executed by 22feet Tribal Worldwide, part of the DDB Mudra Group.

    The Covid-19 pandemic impacted all walks of life; limiting all outdoor activities, including motorsport. The campaign recognized riders’ inability to race and lead the rally life to break the monotony caused by the pandemic. Rally Life Navigator was developed on the insight that navigation is the key ingredient that makes rallying such a thrilling experience; it is also a crucial element of rally sport. In rallies, it is implemented by a road book, which helps riders navigate the treacherous terrains and reach the finish line. By identifying the integral aspects of the sport that could be implemented using digital technologies, the innovative concept was developed for an end-to-end digital rally experience.

    To deliver a seamless and user-friendly experience, a system of easily available ‘zero cost’ digital tools was assembled, which included an integration with Google Earth Pro, Rally Life Navigator web portal, Social Media and PDFs. With a start location, a pdf roadbook for the route and different terrains, the users were provided a wholesome rally experience from home.

    Elaborating on the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide said, “Unprecedented challenges can lead to unprecedented opportunities and that’s exactly what happened here. The sports world was crippled by the pandemic — no races, no rallies — and the Hero MotoSports team was grounded for all intents and purposes. In the midst of uncertainties, the need for some creativity was stronger than ever to give them a chance to race again! Thus was born the Rally Life Navigator. A very simple hack that sparked a whole new racing culture.”

    Rally Life Navigator was promoted in a social media campaign, which ensured that the followers were kept abreast of latest information, activities and race dates. The campaign reached over 5 million people, resulting in over 2200 registrations from motorsport enthusiasts. It garnered over 9.8 million impressions across social media platforms. 

  • Reebok, 22feet Tribal take classic creative steps

    Reebok, 22feet Tribal take classic creative steps

    NEW DELHI: How do you create excitement around a classic shoe? Well you could take a page out of sportswear  company Reebok India. Well, you work with your agency – in this case 22Feet Tribal – and create a competition, invite artists to give their modern day interpretation of it

    The shoe in question here is Reebook’s iconic eighties  shoe – Classic Leather which was getting a new rendition – Classic Leather Legacy.  22feet Tribal recommended that Reebok should announce a  digital art slam contest through its official Instagram account and invite artists all over India to create their versions of the Classic Leather shoe. The campaign was activated with renowned artists and celebs like KatrinKaif pushing the hashtag “WriteYourLegacy.”

    Read more news on 22feet Tribal Worldwide

    It worked like a charm, reaching 100,000 instagrammers within 10 days.

    The brief was to participants was clear: get inspired by the shoe, create an artwork and describe the story around it. Artists from across the country unleashed their creative prowess and the contest received an overwhelming response from over 500 Indian artists. The Digital Art Slam contest concluded with an announcement of the top 10 illustrations on Reebok Classic India Instagram page, which were selected as contest winners and won a pair of Classic Leather Legacy with the top three winners getting featured on the official page.

     22feet Tribal Worldwide national creative director Debashish Ghosh was pleased with the results and the buzz it created amongst the community. Says he: “It’s a common truth that people value the overall experience a brand offers as much as the product itself. As Reebok Classic Leather Legacy has serious street creds, this initiative to tap into the culture was always meant to happen. The collaboration with popular artists and the larger creative community to tell a story about the iconic shoe using their artwork was exhilarating. They created some beautiful pieces and by the looks of it, pretty much wrote their own legacy."

    The idea to encourage fan communities to participate in a brand’s creative  appears novel prima facie and could work well for many other categories. The successful strides that Reebok made with it is a case study worth considering by other marketing and brand managers as well. 

  • 22feet Tribal Worldwide ropes in Amrit Panigrahi to lead transformation consulting & technology practice

    22feet Tribal Worldwide ropes in Amrit Panigrahi to lead transformation consulting & technology practice

    NEW DELHI: In a move to bolster its digital transformation and brand experience offering, 22feet Tribal Worldwide, part of the DDB Mudra Group, has appointed Amrit Panigrahi to lead its transformation consulting and technology practice. Amrit will closely work with  22feet Tribal Worldwide president & CDO of the group Preetham Venkky.

    Panigrahi has spent over 9 years as a functional and process lead with KPMG, Deloitte USI, IBM, Accenture and HCL Technologies. In his previous stints, he has worked in areas of business consulting, changes process optimization and has led to technology-based business transformation.

    Read more news on 22feet Tribal Worldwide

    Preetham Venkky said, “What started in 2019 as a vision to bring in newer paradigms of innovation by hiring the right people is coming together beautifully. We’ve brought in diverse talent that have worked beyond the traditional agency ecosystem. I’m thrilled to have Amrit join the team who will help our clients’ grow their digital presence and strategies to not just weather the current COVID-19 situation, but also develop long-term digital capabilities using technology, data, and automation. The goal is to help brands rapidly transcend through the stages of digital marketing maturity and achieve personalised execution for single-customer based marketing outcomes.”

    Panigrahi added, “In my experience, over 80 per cent of CEOs believe that the ever-surging digital economy will impact their industry, but less than 30 per cent have or are executing on their digital strategy. It's an exciting opportunity to offer creative tech solutions to a robust roster of brands from traditional businesses, to offline-first brands that are on the cusp of digital transformation, to digitally native ones. Digital transformation is no longer about the big beating the small, it’s about the fast beating the slow.”

  • Delhi Airport & 22feet Tribal Worldwide take homebound travellers on virtual tour with #DELnavigate

    Delhi Airport & 22feet Tribal Worldwide take homebound travellers on virtual tour with #DELnavigate

    NEW DELHI: Delhi Airport joined hands with 22feet Tribal Worldwide, part of the DDB Mudra Group, to launch an innovative Instagram campaign #DELnavigate. The initiative enables people to experience India virtually while being safe at home.

    The ongoing pandemic has forced travel enthusiasts to stay indoors and has potentially derailed plans for travel this year. Delhi Airport spotted an opportunity to offer a unique experience through #DELnavigate, to lift the spirits of people experiencing wanderlust by allowing them to explore picturesque locations from their phones. 

    Delhi Airport’s reconnection to a host of domestic destinations is seen through a virtual network of destinations on Instagram. Four zone accounts – @DELtoNorth, @DELtoEast, @DELtoSouth & @DELtoWest – connects to four more destination accounts each. These are connected via tags through Instagram highlight stories. Users can seamlessly engage with multiple story highlights that showcase popular picturesque destinations in the country.

    22feet Tribal WW national creative director -Debashish Ghosh said, “In today’s time with respect to the Covid-19 scenario, the role of social media for the consumers has become even more important than it was ever before. With #DELNavigate we wanted to showcase that even a little bit of interactivity allows the user to engage with the brand in a more meaningful way. As the enabler of travel, Delhi Airport understands what effect the lack of leisure travel has on our consumers. This activity was a way to let them experience a bunch of exotic destinations they have visited, or want to visit, vicariously.”

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  • Mahindra Group launches ‘Rise Up – Anthem for the Girl Child’

    Mahindra Group launches ‘Rise Up – Anthem for the Girl Child’

    MUMBAI: The Mahindra Group and ‘Project Nanhi Kali’ marked the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’. The anthem is an offshoot of #LadkiHaathSeNikalJayegi campaign of the brand and presents it in an all-new avatar.

    Conceptualised by 22feet Tribal Worldwide, the anthem has been created Mahindra Group and Project Nanhi Kali in collaboration with artists Deepa Unnikrishnan, aka Dee MC and Simi Talsania. The anthem has gone live today across all digital channels of Project Nanhi Kali and Mahindra Rise and will be reinforced through the social media pages of the two artists.

    Mahindra & Mahindra Ltd CMO group corporate brand Vivek Nayer commented, “Mahindra is a socially responsible and trusted brand, and with the Rise for Good initiatives, we not only want to do good in the community but also aim to inspire others to drive societal change. #LadkiHaathSeNikalJayegi was one such campaign which provided a positive perspective on an age-old and negative mindset. Expanding the mindset beyond girl child education and helping them envision their preferred, potentially unconventional career choices was the logical succession to the campaign. Today, on National Girl Child Day, we are thrilled to be launching the ‘Rise Up’ anthem, and there could be no better role models than Dee MC – a rapper, and Simi – a dancer in the hip-hop genre, to help us tell this story differently.”

    Mahindra Group senior vice president – CSR and KC Mahindra Education Trust executive director Sheetal Mehta said, “Project Nanhi Kali has consistently communicated that education is the only tool which enables girls to rise from a life of poverty and go on to live a life of dignity. Our campaign #LadkiHaathSeNikalJaayegi referred to the patriarchal attitudes towards girls which discouraged them from getting educated but gave a positive spin to the phrase, by linking their education to achieving their aspirations, to become self-reliant and independent women. Our TAG (teen age girls) report launched recently, in fact, revealed that 74 per cent girls wish to work after their studies, and have a specific career in mind. The Rise Up anthem will definitely open up the minds of girls and encourage them to be fearless in making unconventional career choices.”