ITV

Tag: Ajay Gahlaut

  • Ogilvy’s ‘BachchaJi’ and ‘BachchanJi’ promote ‘Swachh Bharat’

    Ogilvy’s ‘BachchaJi’ and ‘BachchanJi’ promote ‘Swachh Bharat’

    MUMBAI: Ogilvy Delhi launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key behaviours to curb, is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

    In India, open defecation is a well-established traditional practice deeply ingrained from early childhood. A significant gap also exists between knowledge and practice. Even when people are aware of the health risks related to poor sanitation, they continue with unhealthy practices.

    For any communication to be noticed, it needs to be relevant and tell a compelling story. Amitabh Bachchan, known to his fans as Bachchanji, has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that we needed to stay away from messaging and protagonists that came across as preachy. So who could partner Bachchanji in this campaign to make it memorable and interesting?

    A young boy was selected as his companion to highlight how even a child is aware of this issue and the simple solution that is available to everyone.

    Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “Open Defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy. We have worked with Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.

    So “Bachchanji” became the influencer and “Bachchaji” the young agent of change.

    This helped disseminate information through a lively, cheeky conversation between our Celebrity and his unlikely, intelligent and quick witted companion, the little boy. In the three-part TVC campaign, we thus tackled each of the barriers – to promote the need for a toilet, usage by all and trigger behaviour change by instilling pride.

    Ogilvy Group Companies North ECD Ajay Gahlaut said, “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers

    Ogilvy, Delhi managing partner Chandana Agarwal added, “For any behaviour change campaign, information needs to be easily understood by all sections of society, further there are so many cultural barriers associated with the eradication of OD that really we were looking for a creative idea that was simple, that would connect with people across and one that would be able tackle all the barriers.”

  • O&M takes Incredible India concept forward

    O&M takes Incredible India concept forward

    MUMBAI: The Incredible India campaign – Find what you seek – conceptulaised by Ogilvy & Mather takes the meaning of previous campaigns a step further.

    “Look at our geographic terrain, culture, history or art; we are a very diverse country. And we want to convey the same message through this campaign. Whatever one is looking for in India, he/she will find it here,” explains O&M executive creative director Ajay Gahlaut about the idea behind the new campaign.

    The Ministry of Tourism had briefed O&M to dig a little deeper into what makes India truly incredible. The team started researching by talking to travelers from around the world.

    “Our previous campaigns described the word Incredible but through the new campaign, we will give more meaning to it. We always aim to evoke curiosity about the country,” says Gahlaut when asked how different the new campaign is from the previous ones. The earlier Incredible India campaigns have also showed prospective tourists different parts of the country – be it the deserts of the west, the hills and mountains of the north, the beautiful coastal beaches or jungles and the backwaters in the south.

    The campaign isn‘t city specific but travel specific and showcases everything from Leh and Ladakh to Kerala. The campaign (a total of nearly thirty pieces includes press and outdoor advertising) covers a range of experiences in India through the eyes of the tourist.

    For instance to describe Kolkatta, there is the image is of a rain-soaked window through which you can see the trademark yellow cabs in the distance. The captions go: ‘Watch artists paint what nature paints‘.

    Similarly, the one on the Rann of Kutch says: ‘Go into a salt marsh. Get out of your comfort zone‘. An image of snow covered Chang La in Ladakh says: ‘Discover new heights, discover a new high‘. An image of the floating oil lamps on the ghats of Varanasi is accompanied by the caption ‘See candles float, see hope float‘. A picture of two rhynos from the Kaziranga National Park, Assam, comes with the advice ‘Avoid loud horns, Admire sharp horns‘. Another one, depicting the festival of Holi says: ‘Throw colours on others. Add colour to your life‘.

    Other pictures include a variety of images from camel rides in Rajasthan to wildlife reserves of Madhya Pradesh, from the tea plantations of Munnar to the Taj Mahal in Agra, from the backwaters of Kerala to the beaches of Andaman, from Kathakali dancers to Tibetan monks.

    India‘s diversity is well represented in the series.

  • Sprite rolls out new ‘Chalo Apni Chaal’ campaign

    MUMBAI: Leveraging its signature ‘ingenuity‘ and ‘sharp wit‘ to inspire the youth, Sprite is all set to unveil its integrated communication campaign for 2013 – ‘Chalo Apni Chaal‘.

    The 360-degree communication campaign has been conceptualised by Ogilvy & Mather group creative director Ajay Gahlaut and directed by ad film maker, Prasoon Pandey of Corcoise films.

    It features music by Dhruv Ghanekar, a founding partner of Smoke Music Productions and blueFROG.

    The campaign is targeted at the youth, who want to get ahead in life by using their own ingenious and imaginative ways. ‘Chalo Apni Chaal‘ builds on the characteristic honest, no-nonsense attitude of brand Sprite; which has captured the imagination of the youth for over a decade. It urges the young minds to have a fresh approach, and think differently to achieve their goals.

    Coca-Cola India VP – marketing Anupama Ahluwalia said, “Brand Sprite has always been synonymous with an honest, no-nonsense attitude. The ‘Chalo Apni Chaal‘ doctrine is for those who are confident, believe in themselves and have the inventiveness to rise up to the challenge and beat the odds. ‘Chalo Apni Chaal‘ inspires the youth to overcome challenges or tricky situations and to carve their own path using their ingenuity, humour and clear thinking”.

    Ogilvy & Mather executive chairman and NCD Piyush Pandey said, “Sprite has always stood for ‘Fresh Thinking‘ and coming up with clever solutions for everyday problems. The Sprite protagonist always walks off the beaten path. In this campaign the protagonist faces multiple challenges and makes his own unique move to get through them. There is irreverence in the stories that embody the witty, intelligent attitude of the brand. I am sure the campaign will inspire the youth to ‘Chalo Apni Chaal‘.”

    In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, point of sale merchandise and on- the- ground initiatives across all key markets.

  • O&M creates new KFC TVC

    MUMBAI: KFC has a rolled out a new television commercial to promote its first Indian inspired chicken flavour Curry Crunch.

    With the introduction of this latest offering, KFC not only plans to tap its existing fan base but also a whole new set of customers by offering a new flavor variety.

    “Curry Crunch is the biggest launch for us this year and will be supported by a robust 360-degree marketing campaign including a thematic TVC, digital activations, print, outdoor etc”, KFC India and Area Countries GM Tarun Lal said.

    Developed by Ogilvy & Mather, the TVC for Curry Crunch is based on the theme, ‘We are still Indian at heart‘. Situations depicted in the ad-film bring alive the fusion between the east and the west. The plot revolves around various groups of youngsters, global citizens who have adopted Western attire and behavior. In each case, they are truly Indian at heart and aren‘t afraid to show it.

    Ogilvy & Mather ECD Ajay Gahlaut said, “In addition to the iconic KFC crunchy, juicy chicken, this product has a true flavour of India. It promises a unique fusion of Videshi and Indian. The TVC has been made keeping in mind contemporary reality in India, where we tend to demonstrate western dress and behavior patterns to the outside world, but are truly Indian at heart.”

    A digital campaign has also been devised to support the launch; led by a day long roadblock on Yahoo and Youtube. New advertising formats using HTML5 interactive technology will be used to promote Curry Crunch on tablets and mobile Phones. A “quirky”, “unique” application called ‘Currycature‘ has been created to engage with fans on KFC‘s Facebook page.

  • Sprite launches ‘Leisure at Home’ campaign

    MUMBAI: Sprite, the lemon-lime flavored soft drink brand from Coca Cola Company, has launched its latest campaign titled ‘Leisure at Home‘.

    The campaign is an extension of the ‘Rasta Clear Hai‘ campaign. The new communication inspires youngsters to think fresh and find innovative ways to navigate their way through tricky situations and clear all obstacles and carry on with uninterrupted leisure moments at home, the company said.

    Coca-Cola India and South West Asia vice president Anupama Ahluwalia said, “Brand Sprite has successfully established itself as an edgy, honest brand with its clear and simple messaging. Sprite has been inspiring youngsters to think fresh even when the odds are stacked up against them. Our latest campaign echoes this thought, urging the youth to enjoy their fun and leisure moments at home, uninterrupted, by using fresh, innovative thinking.”

    The television campaign will be first launched in the markets of Tamil Nadu, followed by Andhra Pradesh. It will be supported by radio and consumer activation in the markets.

    The TVC has been conceptualised by Ogilvy & Mather executive creative director Ajay Gahlaut and his team.

    Gahalut said, “Sprite as a brand has always been synonymous with wit and smart thinking. This year we wanted to take the Sprite campaign to the next level – by inspiring youngsters to think fresh and come up with ways to overcome obstacles at home. The TVC captures the essence of this and suggests ways of enjoying uninterrupted leisure moments even at your home.”