MUMBAI: Tilda has cooked up a clever campaign to win over hearts — and carry-ons. Titled ‘Feel Home with Tilda’, the emotion-led activation targets Indian travellers at one of their most vulnerable moments: departure.
Now live at New Delhi International Airport’s departure terminal, the campaign greets outbound travellers with large-format billboards just as they brace for their goodbyes. It’s not just a farewell, it’s a warm reminder that home can travel with you.
Rooted in insight and soaked in sentiment, the campaign taps into the emotional weight food carries for Indians abroad. With rice often serving as the ultimate comfort cue, Tilda positions itself as more than just a kitchen staple, it’s a piece of home, always waiting on the other side of immigration.
According to Ebro India, managing director, Graham Carter said, “Indians have always associated rice with tradition, care, and family. With the ‘Feel Home with Tilda’ campaign, we wanted to capture those small yet significant rituals that accompany every Indian goodbye — from tilak to kheer — where rice quietly says the things that words can’t. Tilda is proud to be a companion to the Indian diaspora, helping them feel rooted at home even when they’re thousands of miles away.”
Also, Ebro India, head of marketing, Puneet Kapoor said, “As a brand rooted in Indian soil and celebrated worldwide, we saw a beautiful opportunity to connect with NRIs right as they step out into a new world. Even when we leave India, we carry our culture with us through the festivals we celebrate, the rituals we follow, and the food we share. And rice, especially, remains at the heart of every Indian celebration, binding generations across borders. This is our way of saying, no matter how far you’ve gone or how long you’ve been away, that feeling of home travels with you. And in that sense, Tilda becomes more than just rice; it’s a slice of home, served with love.”
Speaking about the campaign, StoryBoats CEO Antony Rajkumar said, “This campaign is for every Indian who packs more than just clothes, who carries memories, spices, photos, and emotions. At the heart of this campaign is a simple but powerful insight: when you’re away from home, it’s the little things you end up missing the most. And sometimes, those little things come in a Tilda pack. That’s what Tilda is, a quiet, comforting reminder, wherever you land, a taste of home will always find you.”
The campaign is being amplified across digital and social channels, reaching both outbound travellers and settled NRIs. Backed by performance marketing and community outreach, Tilda is looking to build long-term brand stickiness among globally mobile Indians who crave both authenticity and connection.
So the next time you’re wheeling your bag past Gate 14, and you spot a familiar blue Tilda pack staring back at you, know this: you may be leaving home, but home isn’t leaving you.
Mumbai: In the spirited celebration of World Brandy Day in December 2023, Mansion House Flandy unveiled its groundbreaking campaign, “Welcome The Now.” Blending disruptive flavors and intergenerational connections, this innovative launch transcends the conventional narrative in the spirits industry. With a strategic digital-first approach targeting a younger demographic in Andhra Pradesh and Telangana, Flandy aims not just to redefine the brandy category but to create a cultural shift through music and collaboration. The campaign, featuring a vibrant music video and influential partnerships, marks not only the introduction of a distinctive brand but also a movement that challenges norms and embraces the essence of living in the present moment.
Indiantelevision.com caught up with Tilaknagar Industries chief marketing officer Ahmed Rahimtoola to know more about the campaign.
Edited Excerpts:
On the launch of this campaign
As a leader in the brandy category, we recognized the unique opportunity to disrupt the narrative and introduce a message that goes beyond conventional norms. What better way to launch our innovative brand, Mansion House Flandy, on Digital than strategically leveraging World Brandy Day? It served as the perfect stage for this disruption, allowing us to set the tone and redefine the conversation trend in the spirits industry.
This campaign is more than sipping a drink or a celebration; it’s a movement that encapsulates the essence of living in the present moment and fostering cross-generational connections. The central theme revolves around the belief that every moment is an opportunity to create meaningful memories and connections.
On the messaging to your consumers when you say ‘Building Bridges through Music’
The “Welcome the Now” launch campaign for Flandy epitomizes the ethos of warmth and inclusion, a key essence of all our brands within the Mansion House portfolio. It marks a significant strategic expansion of Flandy’s appeal. We used the power of music to come up with an impactful narrative that was more than just a marketing exercise. Through music, the biggest passion point of our brand and the most accessible way for our target audience to engage and express themselves, our campaign was a devoted attempt to create a cultural shift towards embracing the present, fostering intergenerational ties, and welcoming a younger demographic into the Mansion House fold. We’re specifically engaging with a digitally savvy male audience, aged 25-35, in Andhra Pradesh and Telangana.
The Flandy Anthem & video is a vibrant, peppy celebration but also tackles powerful agendas of countering stereotypes, breaking down generational divides, and encouraging individuals to embrace the spontaneity and simplicity of life. Thereby celebrating the convergence of youthful energy and seasoned wisdom through a compelling music video. It’s an open invitation to experience life in its fullest & most authentic form. The campaign has managed to transcend traditional marketing by championing a message of unity and the timeless spirit of youth – a movement that invites everyone to build bridges, share wisdom, and live in the moment.
On strategising the music anthem ‘The Flandy Song’ and your collaboration with BGBNG Music
The core idea was to weave and bring alive the campaign theme of intergenerational friendship through a refreshing music anthem and video: The perfect tango of creativity and innovation. The music anthem and video reflect our tribute to the vibrant cultures of Telangana and Andhra Pradesh—regions that have welcomed Mansion House as part of their celebratory traditions. This initiative is our way of reciprocating the loyalty and affection these communities have shown us. This musical narrative pays homage to the intergenerational bonds that are deeply woven into the fabric of these regions – a cultural salute aligning with the values of camaraderie and unity prevalent there.
It was a seamless collaboration between StoryBoats, our strategic agency partner, and BigBang Collective, creative partner on the project. It’s not just an intergenerational friendship; it’s the magic of “inter-agency collaboration,” where two strategic & creative juggernauts merge their talents, each adding its unique color to the canvas. The result? A masterpiece that not only defines the essence of Mansion House Flandy but also sets sail to uncharted waters in the world of brand storytelling. This isn’t just a campaign; it’s a testament to the art of collaboration, where ideas collide, sparks fly, and interagency synergy creates something truly extraordinary.
Antony Rajkumar, CEO of StoryBoats, who leads the brand strategy and creative mandate for the larger Mansion House portfolio, said, “Flandy isn’t just a drink; it’s a disruptive flavor innovation in the Brandy category. We envisioned more than a conventional campaign; we conceived a movement that celebrates life, friendships, and the vibrant spirit of now. Beyond a beverage, Flandy is a catalyst for a cultural shift. This campaign is a meticulous fusion of insights, strategy, and creative direction—aimed not just at selling a product but at redefining the entire conversation in the spirits industry.”
Gaurav Wadhwa, CEO, BGBNG Music, emphasized the campaign’s unique nature. The “Welcome the Now’ campaign truly embodies the spirit of diverse collaboration and innovation. Bringing together a diverse pool of artists and talents for this anthem has been an inspiring journey and seeing them seamlessly come alive in the music video has been truly rewarding. We aimed for delivering a unique campaign, and I’m proud to say this anthem stands as a testament to that dedication.”
BGBNG and CCL together made a perfect ecosystem in providing the kind of impactful communication solution we were seeking for the launch of Mansion House Flandy.
On the marketing strategy for the campaign
Through Mansion House Flandy as an innovative offering, we aim to expand the category at large & bring in a new younger audience into the brandy category and further into the fold of Mansion House portfolio.
In terms of our target audience, we are predominantly targeting males (90:10, M:F ratio) between the age group 25 – 35 years core / SEC: A2/B. Our consumers are new entrants and adopters who are in the early stages of their careers, completely tuned in to the world primarily through digital media, along with being social media savvy.
Our target markets are primarily Andhra Pradesh & Telangana given the product is introduced & available in these 2 markets itself. In terms of media & platform strategy, the campaign took an integrated Digital 1st approach with it being activated on YouTube, META & Spotify as 3 distinct channels. The campaign is a powerful expression of what Mansion House Flandy stands for and, more specifically, how Flandy aligns with the aspirations and values of our target group.
One of the marketing strategies for the campaign was to cut through all demographics across Telangana and AP & use Influencers who, apart from being popular & having a local connect, could also be key opinion leaders for the brand. Arvind, Tejaswi, and Riyaz really stood out for us & helped us achieve this objective with their diverse appeal. By leveraging their social media assets as additional distribution platforms and tapping into a highly engaged follower base that cumulatively stood at 7.6Mn, these influencers added a dynamic touch to the campaign’s narrative.
The launch of the campaign was also strategic in terms of timing, coinciding with World Brandy Day. Capitalizing on this global celebration, we aimed to challenge the status quo and introduce a fresh dialogue in the spirits sector, reinforcing our leadership in the brandy market.
For this campaign, we’ve established ambitious targets, aiming for a minimum reach of 11 Mn in addition to 22 million views across our content assets & performance marketing cumulatively. As part of our post-launch amplification efforts, we’re also planning to activate a regional Influencer marketing campaign on social media extending the theme of #WelcomeTheNow.
MUMBAI: Leo Burnett has appointed Amritraj Thakur as vice-president- planning at its Delhi office.
In his new role, Thakur will work closely with Leo Burnett executive vice president – integrated strategy planning Antony Rajkumar in sharpening the agency’s strategic focus on key clients.
Thakur started his career in advertising in 1999 and soon left the industry to become a specialist in the consulting space. He moves back to advertising with Leo Burnett after a long hiatus, and having worked with many multinational clients in diverse areas such as strategy planning, business analysis, consumer research, etc.
He joins from Intellecap Consulting India where he worked as associate vice president.
Leo Burnett India North president Samir Gangahar said, “Amritraj comes with rich experience in communications and more recently in consultancy. In him, we have found a strategist who has the ability to grasp business problems and think through compelling solutions that will add value to clients’ businesses. In his experience of over 15 years, he has acted as the change enabler for many clients across industries. I’m sure his strength in strategy and business analysis will prove to be an incredible asset to us.”
Leo Burnett India executive strategy planning Antony Rajkumar added, “Amritraj has spent a large part of his career in the consulting space, solving complex business problems for both Indian and International clients. That experience coupled with his temperament, natural intelligence and passion to study and influence human behaviour, will add tremendous value to our clients’ businesses, and thus for the agency itself. It’s great to have someone like him on the team.”
Thakur said, “Leo Burnett’s outlook on how the client’s business is evolving and the role communication companies can play in the change is spot on. I’m truly excited to be a part of the team that believes in defining the purpose brands and creating targeted and meaningful conversations with consumers. After having worked in the consulting space for more than 10 years, I was looking to get back to advertising. I would be foolish to have missed the Leo Burnett opportunity, as it has in its team some of the finest strategic thinkers in the country.”
Over the years Thakur has worked with Unilever, Bosch, NCSoft, RDF Media, Danone, in designing new market entry strategies, implementing sustainable business models, managing marketing and communication requirements and new product launches.
MUMBAI: Starting the new year on a fresh note and an ambition to be amongst the top five creative agencies in the world by 2017, Leo Burnett is all set for the future.
The agency will build brick by brick and guided by the 3 Ps- people, product and profit.
The year 2014 saw a shocking development that of KV Sridhar aka Pops, erstwhile chief creative officer, India subcontinent, Leo Burnett, hanging his boots after 17 long years. However, with the hiring of ‘the +A types’ people, the agency want to reach for the stars. Leo Burnett hired Neha Contractor, Kaizad Pardiwalla, Prajato Guha Thakurta, Sachin Kamble, Harshad Hardikar, Antony Rajkumar, Oindrila Roy and Rakesh Hinduja in 2014 to get the right kind of people who are future ready.
“A closer look at these leaders will also reveal that we are hiring a different breed of talent. Talent who can think beyond the 30 second TVC. We are really serious about winning with integration and these leadership changes will help us move rapidly in the new direction,” wrote Leo Burnett Group India CEO Saurabh Varma in an internal mail addressing the employees.
Varma went on to write, “I request you all to focus on the 4 C’s as you look at levels in the organisation. The first C is Curiosity. We want to be child-like in the way we live our lives. We want you to leave your tables and explore the world around you. Nothing will give us more pleasure than people taking all their leave. Sacrifice is in, but the right kind. Hard work is appreciated but not if it comes in the way of us experiencing life. You have our commitment of continuing with this New Year break again, next year. Our hope is that next year we are even better organised to take this opportunity to slow down, relax and refresh. So please be curious in 2015.
The next C is Champion. Great work stirs resistance. We need champions to help us sell great work. We need people who will not let the incredible idea just die. We all need more champions across the organisation who will challenge the work, shape the work and sell the work.
The third C is Craftsman. Leo talked about that restless feeling that nothing you do is ever good enough. We want to live that spirit in our everyday life. We want to reach for the stars, everyday. No matter what you do in the Group, we want you to chase perfection. Average is out. Greatness is all that matters.
Finally the fourth and the most important C: Citizens. We live in a world where an idea is shared and created by many. The spirit of knowing that we are all in it together is the fundamental to the organisation we are trying to build. Please populate the agency with people who embody these four traits. 2015, will also be a year where we will move forward and create a more performance driven organisation. We need to understand that growth is everyones job. Growth gives us freedom. Freedom to reward our people. Freedom to train our people. Freedom to create a better destiny for our people. We will reward people who drive growth. Every senior leader will have clear KPIs. Creative leaders will have to deliver on 7+ work. We will need to use our understanding of clients to create and sell them work they need rather than the work they want.”
On the product front, Varma and Rajdeepak Das are excited about the momentum that has been created. Work on KBC, HE (man’s day), Kindle, Imagica and Anchor shows that the agency is moving steadily in the right direction. “With our marquee portfolio of brands, we hope to create incredible momentum in the next few months. Please use the specialisations at your disposal to create new work. Overall we need work which is true to ‘imaginative populism’. Work which is shared. Work which becomes part of peoples everyday lives. Work which our families are proud of. Work which delivers on the purpose of our brands. Please create content. Please create branded utility. Please use the power of technology to create platforms which are always-on. Please try different things. We urge you to take the risks. We will support risk and failures. We are ready for change,” he wrote to motivate all.
Last year the group had won 37 clients and the agency wants to keep the momentum going in 2015. “We will not slow down. We will build on the incredible momentum we have created. We plan on both organic growth and new business wins. In 2015 we hope to pitch less and win a lot more. Prospecting will play a critical role in the way we approach our pitches. Please be ready for a lot of action,” he concluded his letter.
MUMBAI: Leo Burnett Group India has announced the appointment of Antony Rajkumar as the planning head at Leo Burnett Delhi.
With this new assignment, Rajkumar will work closely with Rajeev Sharma, national brand planning head for the company to lead strategic planning and brand management and will be stationed at the agency’s Delhi office.
Welcoming Rajkumar to the company, Sharma said, “Antony will be a key contributor towards taking our HumanKind philosophy forward. His track record of providing outstanding business solutions to brands, over a career of over 18 years, speaks for itself. I am looking forward to his rich and varied experience in consulting, research, integrated communications, content marketing and brand storytelling in providing strategic depth to our client’s businesses.”
Agreeing with Sharma, Leo Burnett Delhi executive director Samir Gangahar added, “I am delighted to have Antony on board. As a genuinely integrated thinker I see him adding tremendous value to our clients’ businesses and the agency itself. Channeling this ability to create a compelling purpose and relevant participation platforms for our portfolio of brands will help us become an even stronger HumanKind agency.”
Prior to Leo Burnett, Rajkumar was working with J Walter Thompson (JWT) as VP and strategy planning director since 2011. During his tenure there, he was also a part of the WPP Blue Hive leadership team on the Ford Motor Company relationship for the region.
Thrilled about his new engagement, Rajkumar said, “My conversation with Leo Burnett helped me see a very young agency keen and ready to lead the evolution that our industry is going through. I’m excited to be part of this plan in taking Leo Burnett even further and higher, which is why I’m here!”
“Planning’s focus here is in finding purpose for products and participation from people to engage with that purpose. HumanKind, the agency’s global philosophy and approach, which I personally connect with, provides a great context to doing that,” he added.
Rajkumar began his career in January 2004, in planning with Maa Communications Bozell. He joined as branch manager and was soon promoted to vice president – strategy and planning. He then moved to Equitor Management Consulting as regional director before moving to JWT in 2011.
