ITV

Tag: Anuraag Khandelwal

  • Varun Dhawan shows off his Lux Cozi undergarments

    Varun Dhawan shows off his Lux Cozi undergarments

    MUMBAI: Lux Cozi is all set to reiterate its position within the youth with its second TVC starring Varun Dhawan. With this film, the brand takes a step forward to increase its exposure and strengthen its connection with the masses.

    In the new TVC, conceptualised by Soho Square and shot in Budapest, Varun exemplifies the proposition of comfortable playfulness. He does so by flaunting the innerwear through smooth, effortless moves. His adrenaline-filled chase and carefree antics are complemented with upbeat music.

    Lux Industries chairman Ashok Todi says, “Besides being talented and versatile, Varun has a stature and appeal that resonates well with Lux Cozi’s philosophy of ‘Suno toh apne dil ki’. The response to Varun’s association with the brand has been phenomenal – the TVC crossed 1.5 million views in just four days.”

    For the second leg of the campaign with Varun, the agency had to carve a niche in the minds of the audience and the challenge was to resonate with their temperament, while seamlessly incorporating Varun’s style and fashion sense.

    Soho Square Mumbai ECD and creative head Anuraag Khandelwal mentions, “Most Indian celebrities shy away from showing themselves in the actual underwear. But Varun was absolutely comfortable and confident in doing so. This helped us make a better connection with today’s youth that is comfortable in their own skin. We also found that Varun embodies the characteristics that we want the brand to stand for. And with this TVC, we were able to marry all of them in an emotionally engaging, fresh and surprising manner.”

  • Soho Square Mumbai names Ishrath Nawaz as creative director

    Soho Square Mumbai names Ishrath Nawaz as creative director

    MUMBAI: Soho Square Mumbai has appointed Ishrath Nawaz as creative director with effect from 3 September.

     

    Soho Square executive creative directors Anuraag Khandelwal and Satish Desa said, “Our young and dynamic team is a constantly evolving one. Our focus is to continuously adapt to new age ideas and ideals, with growth that is not just exponential but organic as well. Ishrath brings with him a unique mix of talents and a crisp understanding of different brand segments. We believe he has what it takes to strengthen our vision.”

     

    Nawaz added, “There’s nothing like it. I’ve always wanted to be a part of the Ogilvy group and it’s like a dream come true for me. Soho Square has been breaking tremendous ground over the last few years. Anuraag and Satish are two highly competitive and creative individuals who are firmly entrenched in market realities while striving to achieve creative excellence. I think this is the perfect mix. It’s going to be great working and growing with them.”

     

    Having an experience of 14 years in advertising, Nawaz has worked across agencies like Saatchi & Saatchi, Rediffusion DYR, Network Advertising and Draft FCB+Ulka.

  • Soho Square Mumbai names new senior CD

    Soho Square Mumbai names new senior CD

    MUMBAI: Soho Square Mumbai has appointed Pramod Sharma as its senior creative director.  

     

    The agency’s executive CDs and creative heads Anuraag Khandelwal and Satish deSa said, “In Pramod we found the ideal mix of maturity and crazy ideas. He is very ambitious, and yet very down-to-earth. We believe we have found one more member of our tribe.”

     

    Moving from Everest Brand Solutions, Pramod enters Soho Square with over 14 years of experience at Ogilvy, Dentsu, Percept-Hakuhodo  and DDB Mudra.

     

    During this time, he has  delivered successfully on brands such as Parle Products, Sony Sab TV, Sony Pal, Pantaloons, Maxx Mobiles, Fedex, Reliance Communications, Readers Digest, Cisco, and Raymond Apparels. 

     

    Sharma said, “Soho is packed with young blood and some of the best creative brains. Some outstanding work is taking shape here, with the promise of some exciting times ahead. Satish and Anuraag wanted me to be a part of this journey. I happily agreed to partner them.”

     

  • SoHo Square launches TVC for Stop Not Stixz

    SoHo Square launches TVC for Stop Not Stixz

    NEW DELHI: A new television campaign has been launched by Perfetti Van Melle India (PVMI) to popularise its new ‘Stop Not Stixz’ in addition to the existing two variants – Golz and Disks – in its ‘Stop Not’ confectionary items.

    The 35-second commercial created by SoHo Communications focuses on establishing the irresistible taste of the product that one gets hooked onto.

    Soho Square Mumbai ECDs and creative heads Anuraag Khandelwal and Satish deSa said, “However old we boys get, once dad is in the room, he gets the remote to watch what he pleases – which has to always be something very very boring. Protesting is futile. We showed youngsters how to turn this power equation on its head. With the addictive power of the new Stop Not’s Stixz.”

    The TVC highlights a situation that possibly happens in every household in India, which is the fight over the TV remote. The story has two brothers who to get the remote back, distract the father with a packet of Stop Not Stixz. He unknowingly tries the snack but gets hooked onto the taste and finally gives up his remote and the power to watch his favourite programme for a packet of Stop Not Stixz.

    Perfetti Van Melle India snacks business head Samit Srivastava said, “It was an interesting way to communicate Stop Not Stixz. The situation is extremely endearing, real-life and something every kid can relate with. We are extremely confident about the new brand and are sure that the new TVC will help generate excitement amongst kids.”

  • Vespa instills aspiration with its new campaign

    Vespa instills aspiration with its new campaign

    MUMBAI: Vespa is all set to place on center stage with its latest campaign Life by Vespa to launch the all new Vespa VX.

    The new communication is an expression of lifestyle associated with Vespa and draws the attention of discerning young customer. They aim to pick up brands which match their individual style and this individuality is worn on the sleeve. The effective message translated through this campaign highlights a stylish and aspirational life associated with Vespa.

    Speaking about the campaign, Piaggio Vehicles India marketing head MV Krishna said, “It is our endeavor to showcase a whole lifestyle associated with Vespa and not regard it as a mere means of transportation. Vespa addresses individuals who are naturally different and who‘d like to make a unique statement. Our target consumers make individual choices that reflect their self-image. Through our new print campaign ‘Life by Vespa‘, we give our consumers a peak into the Vespa way of life, enthralling them with the Italian design and style that has remained relevant through many changing lifestyles. Our recent launch of the Vespa VX has helped us delve deeper into this segment and it has been the focal point of this campaign.”

    Soho Square is the creative agency behind the campaign. Commenting on the thought behind the campaign, Soho Square executive creative directors Anuraag Khandelwal and Satish Desa said, “How many times have we let our hearts take our decisions. The Vespa life is about the people who can let themselves do just that. They are the set who have higher standards of aesthetic, aspiration and achievement. They respect heritage. The finer things in life matter deeply. They live the beautiful life not just because they have the means, but because they have the hunger to. This campaign salutes those beautiful people, and reassures them that the Vespa is, indeed, a most appropriate way to embrace the world and all it has to offer.”

    Over the years, Vespa has grown from being just a scooter to a lifestyle brand. After winning the hearts of over 17 million riders globally, and launching over 150 models, Vespa‘s arrival in India scores a bounty for Piaggio.

  • Nutrela Soya Food launches new TVC ‘Roz Kuch Naya, Roz kuch Soya’

    Mumbai: Nutrela Soya Food has launched its television commercial. The product is being promoted through a tagline which is in sync with the brands positioning- “Roz Kuch Naya, Roz kuch Soya.”

    The objective of the TVC is to highlight the versatility of Nutrela Soya Food and therefore to make it as an integral part of a households day-to-day meal.

    The campaign will be spread across eight weeks with a TVC breaking first during the ongoing IPL season and then followed with other channels that include Hindi GEC, regional GEC and lifestyle channels.

    The company has also scheduled for a product sampling across women‘s magazine along with recipe ads/booklet to explain the usefulness of soya.

    The new 30 second Nutrela Soya Food TVC has been depicted from the backdrop of a leisure trip where a couple enjoying their meal and is later joined by one of their couple friends. The TVC is thereby trying to acknowledge the creativity and versatility of the home-maker, by acknowledging her as food designer.

    The TVC has been conceptualised by Soho Square Mumbai and produced by Apocalypso. Meawhile, Madison Media is the media agency on the account.

    Soho Square Mumbai ECD and creative heads Satish deSa, Anuraag Khandelwal said, “We set out to get soya out of the blind spot, and into the limelight. To get the world to acknowledge it for what it really is – versatile and creative. We went about doing this by first acknowledging the house-bound wife for what she really is – versatile and creative. ‘Food designer‘ status, we believe, is one of the acknowledgments she truly deserves.”

    The concept of the TVC is giving credit and gratification for house wives, as she is the only person who doesn‘t get either monetary or emotional gratification as against the working men or women. Hence, the company decided to acknowledge the creativity of the home maker by providing her a product (Nutrela Soya Food) that can be integrated well with every dish and thus enables her to make “Roz Kuch Naya”.

    RSIL AVP – marketing – consumer brands division Sandipan Ghosh added, “Home makers or Super Moms constantly aspire to bring in variety in food which is healthy and tasty and cuts across different consumption occasion for their kids, spouse and family in everyday life. We wanted to bring Nutrela Soya to the party as it is an extremely versatile ingredient. Thus, the effort is on increasing consumption by creating awareness on everything that can be done with soya.”

  • Vespa launches TVC created by Meridian

    MUMBAI: Vespa, the Italian scooter brand, has launched its new television commercial that has been created by Meridian Communications’ Mumbai office.

    The scooter has been spotted on Indian roads since May 2012.

    The TVC has rolled out to support the print campaign which was launched recently. It showcases Vespa as a fashion statement stating that it has never gone out of style and is youthful.

    Meridian Communications ECD and Head- Mumbai Anuraag Khandelwal said, ”The Vespa has never been considered a mode of transport to take you from point A to point B. It has always been about fashion. And this is what we set out to capture in this film. It’s a fashion accessory that decides, and sometimes even dictates, what you wear when you ride it. We extended that thought to suggest that perhaps your Vespa could also decide who you chose to ride pillion with.”

    “The entire film has a retro-chic styling to it. Right from the boy’s room, to the clothes he wears, to the clothes of the girls on the street. This is in keeping with the classic, yet modern look of the Vespa. We thought this would give viewers a sense of Vespa’s fashion antecedents,” Meridian Communications ECD and Head- Mumbai added”

    Piaggio Vehicles AVP – Marketing MV Krishna said, “We have consciously stayed away from standard automobile advertising model which invariably draws on functionality and features and looked at the brand purely from a lifestyle lens. The setting is a bit intentionally surreal to visually accentuate the idea of “more than just commuting”.”

    The film opens on a young man getting ready to go out. He jumps out of bed, dons his favourite shirt, shoes, jacket and straps on his helmet. All styled in a Vespa way – Retro classic, yet modern chic. He gets on his Vespa to look for his perfect girl. Not sporty kind, not high fashion girl, but someone who matches his style and matches his Vespa.

    It‘s a modern take on the classic Cinderella story. There is a little twist in the film, not apparent at first, which waits to be unearthed by the truly style conscious, and observant. No spoilers here. The film ends with the line, “Vespa. Fashion Unchanged. Since 1946”.