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Tag: 82.5 Communications

  • Samrat Bedi takes over as Gozoop India CEO

    Samrat Bedi takes over as Gozoop India CEO

    Mumbai: Gozoop Group has announced the appointment of Samrat Bedi as chief executive officer of Gozoop Group in India. He will be based in Mumbai and will report to the board of Gozoop Group.

    In this role, Bedi will spearhead Gozoop’s business operations and leadership team in India. “He will be responsible for carrying forward Gozoop’s legacy of helping brands achieve scale and success via a holistic communication approach,” said the marketing company in a statement on Tuesday.

    “In Samrat we have a rare blend of a leader who has a strong growth orientation and a spirited people-first approach. Samrat is a leader who we believe will drive Gozoop India’s vision,” said Gozoop Group chairman and co-founder Rohan Bhansali. “I am confident that his experience and leadership in nurturing brands, teams and creative minds will take Gozoop forward on its glorious journey.”

    Bedi previously led Ogilvy’s 82.5 Communications as president and brings to Gozoop over two decades of rich experience and industry understanding.

    “Gozoop is known to have redefined the agency model for a connected world, where digital and traditional advertising work seamlessly under one roof,” said Gozoop Group global CEO and co-founder Ahmed Aftab Naqvi. “Samrat’s unique skill sets and experience will not just consolidate that position but keep redefining it as we build Gozoop into a creative powerhouse.”

    Bedi has successfully launched and grown brands like Bisleri, Franklin Templeton Mutual Fund, Piaggio Vehicles – Vespa & Aprilia, Indian Premier League (IPL), Indian Super League (ISL), Cadbury Bournville, Cadbury Silk, PayPal, Mattel (Barbie and Fisher-Price), Taj Hotels, Tata Sky, Cipla, World Gold Council, among others. He has also received several awards for conceptualizing and executing integrated campaigns.

    “I am elated to take ahead the legacy that Ahmed and Rohan have built over the years. Their deep understanding about brands and businesses in a modern age has helped build Gozoop be the independent and homegrown integrated agency it is today,” commented Samrat Bedi. “I look forward to working with a group of passionate leaders at Gozoop to build brands of the future and create work that will be outstanding.”

  • slice targets Gen Z with its new campaign on Disney+ Hotstar

    slice targets Gen Z with its new campaign on Disney+ Hotstar

    Mumbai: In a move to capture the cricket momentum to build reach among millennials and Gen Z, credit card challenger brand slice has launched its first ad film on Disney+ Hotstar. 

    The campaign will be played on the streaming service platform and also be promoted across digital platforms including Youtube and Facebook, said the brand.

    Through a series of 20-second quirky films centered on the idea ‘Makes Everything Else Seem Slow,’ the brand puts the spotlight on its card’s USP of speed in this campaign conceptualised by 82.5 Communications.

    “From the fastest onboarding experience, instant rewards and cashbacks to the quickest customer service, the slice card is designed to be the ‘fastest’ card in the market in every way for millennials and Gen Z,” said slice founder and CEO Rajan Bajaj. “We believe that speed plays a critical role for today’s generation and we want to be with them every step of the way. This is also crucial to ensure this set of consumers have a delightful customer experience, where all their needs are addressed instantly to help them make the most of their now.”

  • ABP Group ropes in 82.5 Communications for launch of ABP Desam

    ABP Group ropes in 82.5 Communications for launch of ABP Desam

    Mumbai: ABP Group has partnered with 82.5 Communications for the launch of its regional news platform ABP Desam in two Indian states – Telangana and Andhra Pradesh. The agency’s Bengaluru office will handle the business.

    The launch campaign of ABP Desam is based on the central insight that regardless of borders, the people of these two states share the same interests. It highlights and celebrates the pride every Teluguites carry within themselves when it comes to their culture and especially their language, the agency said in a statement.

    “It has been incredible working with 82.5 Communications on the launch of our new Telugu digital platform, ABP Desam,” said ABP Network CEO, Avinash Pandey. “They understood the Telugu market, and coalesced their creative concepts with regional elements, which made the campaign well-suited to our vision for ABP Desam.”

    “Telegu is more than a language. It’s a sense of belonging, it’s a matter of pride, it’s a way of building community. That’s how passionate the people of Andhra Pradesh and Telangana are towards their language,” said 82.5 Communications – South, SVP and branch head, Naveen Raman. “We worked on that insight to celebrate their love towards the language through ABP Desam. This thinking is yet another example of what we as an agency do best – be a truly Indian agency by having an insider point of view and approach every time. We did it super successfully for ABP Nadu in Tamil Nadu. And now we are proud to do it again for ABP Desam.”

    82.5 Communications – South, group creative directors Sangeetha Sampath and Ravi Cherussola added, “The unique history of Andhra Pradesh and Telangana requires an adept understanding of the people, their interests, and passions. A hyper-local approach is of the absolute essence because when it comes to something as serious as news, the regional truth becomes important. The launch digital film celebrates and highlights this via the digital film, social media work, and more.” 

  • Malabar Gold promises customers ‘fair pricing’ in its latest campaign

    Malabar Gold promises customers ‘fair pricing’ in its latest campaign

    MUMBAI: Jewellery retailer Malabar Gold & Diamonds has launched its latest campaign, outlining the benefits of standardised pricing. The term ‘Fair Price Promise’ is a clever take on the policy. With its tagline of ‘For Everyone. Every Day. Everywhere.’, the campaign underlines that the promise holds true in all circumstances.

    Conceived by 82.5 Communications, the short film featuring Bollywood star Anil Kapoor, communicates the brand’s fair pricing policy with the added assurance of unmatched quality. The campaign consists of a TVC, as well as with extension in print, radio, and the digital medium.  

    The film, produced by Dharma Productions and directed by Abhishek Varman, emphasises on the brand’s reasonably priced making charges on its jewellery.

    “Since various jewellers charge exorbitant making charges, consumers feel that they do not get the right deal despite discounts, offers, extensive comparing and bargaining. We, at Malabar, believe that consumers should be saved from this conundrum. That’s why we have put in place our Fair Price Promise. It addresses this concern and assigns transparent and reasonable making charges on jewellery. So that everyone gets the best deal, every day and everywhere,” said Malabar Group chairman M.P. Ahammed.

    82.5 Communications SVP & South head Naveen Raman shared, “In the jewellery industry there is a tendency to quote marked up making charges, which is not favourable for consumers. To remedy the situation, Malabar offers a fair pricing policy, which benefits customers as they do not have to bargain to bring down the making charges to an acceptable level.”

    82.5 Communications – Bangalore, group creative directors, Sangeetha Sampath and Ravi Cherussola said, “It feels good to be associated with such an iconic brand. We feel the film is an elegant yet impactful expression of a very unique feature. It was a delight to work on the brand and especially this film.”

  • 82.5 Communications appoints Anirban Mozumdar as chief strategy officer

    82.5 Communications appoints Anirban Mozumdar as chief strategy officer

    Mumbai: Ad agency 82.5 Communications on Tuesday appointed Anirban Mozumdar as chief strategy officer in Mumbai. He replaces Rishabha Nayyar, who is moving on from the agency to pursue his interest in academics. 

    Prior to this, Mozumdar was the CEO of Mumbai-based Chlorophyll brand and communications consultancy.

    82.5 Communications chairman and CCO, Sumanto Chattopadhyay said, “His vast planning experience across categories and countries, his entrepreneurial ability and his understanding of behavioural science are just a few of the assets with which, I am sure, he will enrich our people and our brands.”

    An alumnus of Mudra Institute of Communications (MICA), Mozumdar has over 24 years of brand building and strategy experience, across India and the South Asian region, in agencies like Leo Burnett, Publicis, DDB, Y&R and ITSA. He has worked extensively across the b2c, b2b and d2c sectors and on brands like P&G (Tide, Rejoice, Whisper), Nestle (Maggi, Nestea), Wrigley’s, Philips, Bajaj Auto, Indian Oil, Emami, Thums Up and Maruti Suzuki said the agency on Tuesday.

    Co-chairman and CEO, Kapil Arora said, “Anirban has a love for the business that reflects in an almost immediate connection over stimulating conversations, passionate idea exchanges and loud laughs. We’re lucky to have a person of his pedigree and passion join us, to partner our clients and the 82.5 family, in our growth journey.”

    Talking about his new role, Mozumdar said, “It’s thrilling to be in the thick of brand-building and advertising in these fast-changing times. With a team that makes creativity potent with passion and grit.  I am looking forward to working with Sumanto, Kapil and the entire team at 82.5 Communications, to build business and value for a really exciting set of brands.”

  • Himalaya’s ‘healthy hair’ promise empowers women in new spot

    Himalaya’s ‘healthy hair’ promise empowers women in new spot

    NEW DELHI: The Himalaya Drug Company has unveiled a new film for Himalaya Anti-Hair Fall Shampoo with the communication “Hair fall nahi, ab sirf zindagi meri mutthi mein” (No fallen hair, only life in the palm of my hand) as part of the Healthy Hair Ka Vaada campaign.

     Hair fall is a major concern in contemporary times – be it due to pollution, lack of proper nutrition, or stress. Addressing people’s inclination towards natural ingredient-based solutions, the campaign highlights the unique proposition of Himalaya Anti-Hair fall shampoo as a trustworthy solution for hair fall. The film, set in present-day context, showcases how women today are winning in all aspects of life, be it academics or pursuing their passion. While they have everything under control, hair fall is still a worry.

    The commercial opens with a girl getting ready for college, clenching her fist, saying: Meri zindagi, meri mutthi mein. However, when she runs her fingers through her hair, she finds broken strands of hair.

    Designed and conceptualised by 82.5 Communications, the  film emphasises how consumers can choose a herbal and trusted solution like Himalaya anti-hair fall shampoo to tackle hair loss problems. With the right natural ingredients such as bhringaraja and palasha, Himalaya Anti-Hair Fall shampoo strengthens hair to reduce hair fall and promises healthy locks.

    The Himalaya Drug Company category manager – hair care Vibhu Gangal  said, “This new communication ‘Hair fall nahi, ab sirf zindagi meri mutthi mein’ has been conceptualised to support our key shampoo variant. This film captures a woman’s multiple attempts to control hair fall before arriving at a trusted solution. The message of the film is simple and through our communication, we want to help consumers make the right choice. This TVC is a striking reassurance that our products, infused with the goodness of natural ingredients, help reduce hair fall.”

    82.5 Communications Bangalore group creative directors Sangeetha Sampath and Ravikumar Cherussola said, “Today’s young woman is confident and in total control of her life. She doesn’t look at problems as life disruptors. On the contrary, she is a solution seeker. And the same applies to her hair fall problem. That is where Himalaya as a brand comes in and helps her regain total control. We aimed to keep it real, so young women understand that our promises are real too.”

  • ACC asks “Drama kyon?” in new Gold Water Shield campaign

    ACC asks “Drama kyon?” in new Gold Water Shield campaign

    NEW DLHI:  As construction gradually resumes across the country, ACC Limited, one of India’s leading building material manufacturers, has rolled out a new digital-first campaign for its innovative product – Gold Water Shield, a water-repellent cement. 

    Conceived by 82.5 Communications, the campaign includes a video asset as well as other creative elements for various online and offline touch-points. 

    Riding on the company’s long history, trust in its products and the distinct streak of innovation present in most ACC products, the Gold Water Shield ad satirises typical ads that resort to ‘drama’ to sell products. In this ad, a smart ACC presenter signs off ‘ACC hai toh drama kyon?’ as his audience, a group of homebuilders, shoos away an entertainer who made an appearance only to convince them that using Gold Water Shield means ‘Paani se no haani’ for their homes. The conviction in the cutting-edge product and the name ACC is enough for the homebuilders.   

    ACC Limited CMO and strategic initiatives Ashish Prasad said, “ACC has always been an innovator at heart. Gold Water Shield is our testament to that. With such a compelling USP, we decided to talk about it straight up, without frills and drama.” 

    82.5 Communications chairman and CCO Sumanto Chattopadhyay added, “When you have a product as good as gold and a reputation to match, you can afford to say it like it is. Surprisingly few brands have the stature to carry off this straight-shooting approach, making our communication unique.”   

    82.5 Communications co-chairman and CEO Kapil Arora said, “ACC is a pioneer in cement manufacturers in the country. And with Gold Water Shield, they’ve introduced yet another extremely relevant offering for Indian consumers looking to avoid leakage problems, right from the time of construction. We’ve seen the product in action ourselves and also spoke to consumers who had used it and now swear by it. That’s where the inspiration of the un-ad came from. No drama. Only delivery. With ACC Gold Water Shield.” 

    82.5 Communications ECD and creative head Mumbai & Kolkata Mayur Varma said, “Usually, we dramatise the product benefit in advertising. In this case we didn’t have to dramatise it, because the product benefit itself was so dramatic.” 

  • 82.5 Communications names Sangeetha Sampath as group creative director – Bangalore

    82.5 Communications names Sangeetha Sampath as group creative director – Bangalore

    MUMBAI:  82.5 Communications is pleased to announce the appointment of Sangeetha Sampath as group creative director – Bangalore.  Sangeetha's appointment is effective June 22 and she will report to Sumanto Chattopadhyay, chairman & chief creative officer, 82.5 Communications.

    Sangeetha Sampath moves to 82.5 Communications from Mullen Lintas, Bangalore where she was the unit creative head. Her wealth of brand marketing experience expands across consumer categories such as food, beauty/personal care, jewellery, finance, apparel, online shopping, household appliances, television/print media and much more. She enjoys doing work across mediums and that has reflected in some of the accolades it has received – more notably, Amazon's #MomBeAGirlAgain campaign that won at the EFFIES, the two Grand Prix that she received at Goafest for Anouk's #BoldIsBeautiful and Fox Crime's digital campaigns and the work on Nature's Basket that featured in The Work and at Cannes, amongst others.

    82.5 Communications chairman and CCO  Sumanto Chattopadhyay said, "I have worked with Sangeetha before and am delighted to have her with us now at 82.5. Sangeetha perfectly combines creative pizzazz with a solid strategic grounding. I look forward to her not just strengthening our south offering but making a significant difference at the national level as well. I welcome her warmly on board at this inflection point in our journey."

    82.5 Communications co-chairman and CEO  Kapil Arora said,  "Sangeetha is the latest in the set of ‘believers’ that Sumo and I have brought on board over the last year, to form the core of the 82.5 leadership offering – someone who believes creativity is the unfair advantage we get to deploy to further our clients’ businesses. I am delighted to have her join the family and am sure that in her partnership with Ravi, we will see the work for our 82.5 Bangalore clients, shine brighter."

    82.5 Communications  senior vice president & branch head-south  Naveen Raman  said, "We are really happy to have Sangeetha on board at this stage of our journey. She has the right mix of creative ability, cross media knowledge and hunger to do more, that we are sure will further strengthen the 82.5 Bengaluru offering, for current and new clients alike. Sangeetha will be responsible for driving the creative thinking on some of our key brands like Himalaya, Embassy, Ashok Leyland and Wipro to name a few."

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  • Jeeru salutes maternal instinct in adversity

    Jeeru salutes maternal instinct in adversity

    MUMBAI: Jeeru is a jeera-based refreshing drink from Xotik Frujus Private. Since the beginning of the nationwide lockdown, this popular drink brand has been actively engaging with consumers and fans on different digital platforms. ‘Ghar, me and garmee’, a fun on-going campaign has been giving out ‘chill’ lockdown survival tips by urging consumers to stay at home, this summer.

    Starting Mother’s Day, Jeeru has launched a new campaign, #LockdownWaaliMaa, celebrating unexpected mothers – people who are displaying their inherent maternal instincts and caring for others during the lockdown. A digital film released on Mother’s Day leads this campaign which will be supported by other online assets and will extend to key markets for the brand, in the next two weeks.

    Conceived by 82.5 Communications, the digital campaign salutes all those who are taking charge of the lives of others around them – just as a mother would do! From neighbours helping failed cooks with loving meals to husbands giving wives head massages exactly like moms would, Jeeru gives a shoutout to those who are going out of their way to don the role of a mother.

    The campaign asks viewers to share stories about the #LockdownWaaliMaa in their lives and surprise them on social media.

    Xotik Frujus Private chairman Rajeev Sehgal said, “In these unprecedented times the positive thing we are seeing is people stepping up to help each other by being more caring in so many ways. There is no better caregiver than one’s mother and in these times of lockdown, all of us are embracing the qualities and strength of a mother. Taking inspiration from our daily lives, we decided to dedicate and give a refreshing salaam to our #LockdownWaliMaa. Happy Mother’s Day.”

    82.5 Communications chairman and CCO Sumanto Chattopadhyay said, “What makes this film different is that it focuses not on ‘real’ mothers but their ‘stand-ins’. If all of us could provide a bit of ‘maternal affection’ to those around us in need of it, the world would be a sweeter place. Happy Mother’s Day!”

    82.5 Communications  co-chairman and CEO Kapil Arora added, “#LockdownWaaliMa is Jeeru’s attempt at capturing refreshing stories, that shine the light on the values of motherhood, experienced by all of us in our daily lives.”

    82.5 Communications ECD and creative head, Mumbai and Kolkata Mayur Varma observed, “You may be staying far from your mom, but you’ll always find people around you playing her role. This is even more apparent during the lockdown. This film celebrates those moms.”