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Tag: Anish Daryani

  • HolidayIQ.com ropes in Orchard as creative partner

    MUMBAI: Leo Burnett‘s agency Orchard Advertising has been awarded the creative mandate for holiday information portal HolidayIQ.com.

    The agency will be in charge of the ATL and BTL activities for the brand.

    Orchard VP and head of office Anish Daryani said, “HolidayIQ.com is a phenomenal business idea, where the power of user-generated reviews is leveraged to make holiday planning easier for the Indian traveller. This involves a massive change in human behaviour, where people need to overcome the inertia that keeps them from sharing their reviews in a public forum. This is a fantastic opportunity for us to use our proprietary HumanKind model to influence consumer behaviour, giving HolidayIQ.com a larger purpose – that of harnessing the power of user reviews to create a smarter Indian traveller.”

    Orchard recently kicked off the first campaign – Goa to the Power of HolidayIQ -an anthem for the holidayer in Goa – called “hiq!it”, composed and sung by Remo Fernandes and co-written by Thomas Xavier. Additionally, there is an activation exercise through a specially designed tablet device called the “hiq!PAD”, where hoteliers can get their guests to digitally collect reviews and take it live in real time. An activation team has also been stationed across popular tourist destinations in Goa, collecting reviews through the “hiq!PAD”.

    Orchard NCD and chairman Thomas Xavier said, “We want to unleash the power of guest reviews for HolidayIQ. We‘ve devised the term ‘hiq!‘ which isn‘t a mere abbreviation of HolidayIQ, but stands for ‘Holiday Inspired Quote‘. Going forward, we intend to make ‘hiq!‘ part of common parlance which means ‘a review‘. From a HumanKind perspective, a ‘hiq!‘ is a gift from one traveler to another.”

    HolidayIQ.com founder and CEO Hari Nair said, “Orchard was able to envisage our brand in a larger-than-life manner, and their team has displayed tremendous passion and interest towards our cause. We feel we‘ve found the right partner in Orchard and look forward to a long and fruitful partnership.”

  • Anish Daryani joins Orchard Advertising as VP

    Anish Daryani joins Orchard Advertising as VP

    MUMBAI: Orchard Advertising has roped in former Ogilvy Africa general manager Anish Daryani as vice president and branch head at the agency’s headquarters in Bangalore.

    Daryani‘s key responsibility will be to strengthen and grow existing client businesses, cement relationships and look to grow Orchard Bangalore in the south market.

    Orchard Advertising, a Leo Burnett Group agency, has clients like Wipro, SAB Miller, Essilor, Godrej, Colors, RIM and Piramal Healthcare.

    Daryani said, “I have always admired the Leo Burnett Group for the thinking agency they’ve been, since I started my advertising career. So when I got an opportunity to join Orchard, one of the three agency brands from Leo Burnett’s stable, taking it forward came very naturally to me.”

    Orchard India SVP and brand partner Kaushik Mitra added, “Anish is very driven, hungry and passionate about the business. Having diverse experience in categories such as FMCG, telecom, durables, automotive, healthcare and rural sectors he will strengthen Orchard’s position in the market.”

    Daryani comes with over a decade’s experience in advertising and has done two stints each with Ogilvy and the Rediffusion-Y&R Group. Some of the brands he’s worked on include Tata Motors, Tata Nano, Tata Steel, Hutch (now Vodafone), Airtel, Kingfisher Airlines, Danone, Brooke Bond Red Label, The Economic Times, The Times of India, Colors, Linc Pens and The Statesman.