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Tag: Creativeland Asia

  • Godrej celebrates mothers’ ability to be omnipresent in new ad

    Godrej celebrates mothers’ ability to be omnipresent in new ad

    MUMBAI: Security solutions company, Godrej Security Solutions, has struck an emotional chord with mothers with its new digital video #MomsJustKnow. The one minute film very aptly portrays a mother’s ability to always know when and how to be by her child’s side no matter how near or far she is from her little one. Doffing its hat to working mothers on Mother’s Day, the heart-warming video subtly highlights the deftness with which mothers balance their professional and personal responsibilities.

    Conceptualised by CreativeLand Asia, the video beautifully portrays a mother and a child’s relationship based on trust, care and sense of security. The video begins with a child going about her daily chores such as finishing up her homework, eating her dinner before she heads towards her room to sleep. However, as she approaches her bedtime, she feels lonely and frightened. Her mother is not present to sing her a lullaby. Miles away, her mother who is on a business trip senses the anxiety as she has been keeping a watch on her daughter through the Godrej EVE application on her phone connected to the camera in her daughter’s room. She sings a lullaby and the daughter who is at first surprised to hear her mother’s voice, calms down and falls asleep.

    The video ends with a message that mothers just know how to be around and once in a while, we help.

    This campaign not only addresses the ability of a mother to always know when and how to be around her child but also showcases Godrej’s recently launched, India’s first wi-fi-enabled DIY home camera range – EVE (Easy Viewing Everywhere) that give the homeowners and residents the convenience and control to watch over their loved ones and engage with them through their smartphone from any part of the world.

    Godrej Security Solutions vice president and global head for marketing, sales and innovation Mehernosh Pithawalla says, “At Godrej Security Solutions, we are constantly working towards technology led innovations that give our consumers peace of mind. The film is part of our endeavour to show how we can help a mother stay connected and engage with her family even when she’s not around. Eve, the wi-fi enabled home security range allows one not just to watch over their loved ones but also engage with them while they are away.”

    CreativeLand Asia creative director Anu Joseph adds, “Mothers watch over their kids like nobody else can. They, in fact, have a special sense about their kids’ whereabouts and wellbeing. This product is an able ally to the all-knowing mother. And this film is a small tribute to them.”

    As a tribute to all the mothers, Godrej Security Solutions is also giving away EVE cameras to mothers across India on www.momsjustknow.in

  • Godrej protekt’s new campaign showcases kids’ curiosity

    Godrej protekt’s new campaign showcases kids’ curiosity

    MUMBAI: Kids are constantly relying on their senses to explore the world. When they come across something that fascinates them, their first instinct is to touch and feel the object. The fear of germs, dirt or even parental intervention does not stop them from doing so.

    Godrej protekt, a range of hand hygiene products from Godrej Consumer Products, has launched a digital film showcasing and encouraging kids’ natural tendency to learn about the world around them through touch.

    To showcase this, Godrej protekt conducted a short experiment by putting objects in front of kids and telling them to not touch it, instilling a sense of curiosity in them. 

    With the help of hidden cameras and conceptualised by Creativeland Asia, the ad showcases kids staring at the ‘Do not touch’ sign boards wondering what to do, and then going ahead and doing just what was expected of them—touching! The kids filmed touching everything–from wet paint to dirty cars to learn more about them.

    Godrej Consumer Products business head of India and SAARC Sunil Kataria said, “Godrej protekt as a brand believes that parents must let their children be children and encourage them to step out of their homes to explore the world. This has been the central idea of the social experiment protekt has carried out. The essence of a child’s curious mind is very well captured in the video. With protekt, we want to bring about a behavioural change and promote a healthy habit of keeping hands clean and germ free.”

    Creativeland Asia chief creative officer Anu Joseph added, “Godrej protekt has always encouraged kids to go out there and explore the world without any worry, while it promises to protect them from germs. This campaign is an extension of the same idea. A fun social experiment where we realised that there’s no stopping kids. They’ll do what they instinctively feel like doing, and that’s how they learn. And we mustn’t really get in the way, but just be there to make sure they are safe.”

  • Havmor’s Cool Gaiz are back

    Havmor’s Cool Gaiz are back

    MUMBAI: Havmor Ice Cream, one of India’s leading pure milk ice cream brands, gives us another reason to laugh off the heat.

    It was six months ago that Havmor established #MadeOfMilk, a belief that stems from real milk ice-cream made with the finest ingredients. Building on its commitment to authenticity, the first film introduced the ‘Cool Gaiz’, the happy-go-lucky and oftentimes silly duo, who live and breathe ice cream. These fun-loving cows are the biggest endorsers of Havmor’s real milk ice cream who never hold back when it comes to expressing their unconditional love for it.

    The Cool Gaiz are back this summer to further strengthen the brand’s #MadeOfMilk stance through two new iterations. The TVCs focus on how Havmor Ice Cream has more variants than the summer can handle. The animation and overall style is something new for the ice-cream industry and typically ambitious from a brand that has stood out right from its products and flavours to its very stance as a brand.

    The 15-second films feature the two Cool Gaiz going about their ice cream-obsessed antics, establishing the message that Havmor has the widest range of variants, and that consumers will never be short of choice this summer.

    With the emphasis on variety, the first film tells us how Havmor always sees opportunities to make ice cream using newer ingredients. The cows end up creating numerous variants with every ingredient they can get their hands on – always with real milk.

    The second film shows us the variety available in just a single flavour — chocolate. In their own unique way, the cows show us how there’s more than enough to choose from when it comes to Havmor’s range.

    Havmor Ice Cream VP of head marketing Chaitanya Rele mentions, “We’ve worked really hard to define who we are as a brand. One that consumers love not just for the amazing products we make but one that a young, fun and somewhat irreverent India will find appealing. The Cool Gaiz are helping the brand become memorable and stand out from the crowd — not taking advertising as literally as we’ve traditionally seen brands do. We’re a bold group and our intent to be the benchmark has been realised.”

    Creativeland Asia chief creative officer Anu Joseph says, “The Cool Gaiz are just like the good folks at Havmor, obsessed with making ice cream. Fun, delicious, interesting ice cream. The #MadeOfMilk series, this summer, focuses on the variety on offer, and the fact that it’s made of milk. The first of the series went viral with 12 million views a few months ago, and this time around, we are even more excited.”

  • Godrej Appliances eases your need for fresh veggies

    Godrej Appliances eases your need for fresh veggies

    MUMBAI: Godrej Appliances has launched the Godrej Edge Duo Refrigerators, a first-of-its-kind single door refrigerator with a separate drawer for vegetables, in the Indian market.

    Surveys revealed that Indian consumers open a refrigerator at least 10 times a day, of which the vegetable section alone is accessed up to 40 per cent of the time, leading to significant cooling loss which impacts food preservation, and leads to higher energy consumption.

    To introduce this product, the company released a film conceptualised by Creativeland Asia and directed by Prashant Issar from Tubelight films, which takes the promise of ‘Soch Ke Banaya Hai’ further.

    Since the refrigerator is at the heart of every kitchen, the film is set up in a household kitchen. In India, it doesn’t matter if you are vegetarian or non-vegetarian, each family consumes vegetables almost daily. The film begins with a concerned grandmother played by Ratna Pathak Shah, who is seen complaining to her daughter-in-law because when she opens the refrigerator door, she finds no vegetables. The grandson responds by opening the separate veggie drawer, filled with fresh vegetables. He tells his grandmother that now with the new Edge Duo Refrigerator, they keep the vegetables separately — this leaves the grandmother speechless.

    Godrej Appliances marketing head Swati Rathi says, “As an organisation, Godrej has always endeavoured to push the envelope. We are constantly innovating and evolving with the single aim of delighting our stakeholders with cutting-edge products and services. The new commercial brings alive the core USP of the new refrigerator.”

    Commenting on the film, Creativeland Asia chief creative officer Anu Joseph adds, “Here was another thoughtfully made appliance from Godrej. A refrigerator with a separate vegetable drawer – a much needed innovation that no one else thought of. We just wrote a really nice, short and insightful story around the innovation and cast the right people.”

  • DDB Mudra South & East appoints Tejali Shete, Ajay Menon as senior creative directors

    DDB Mudra South & East appoints Tejali Shete, Ajay Menon as senior creative directors

    MUMBAI: DDB Mudra South and East has appointed Tejali Shete and Ajay Menon as senior creative directors. The duo will be based out of the agency’s Bengaluru office. 

     

    With over a decade of experience in the creative communications industry, Shete joins DDB Mudra from Grey Worldwide and a short stint at Leo Burnett, Kuala Lumpur. Shete has worked with agencies including Contract, Lowe Lintas, Ogilvy & Mather, Creativeland Asia, and Percept/H.

     

    On the other hand, Menon joins DDB Mudra from JWT Chennai where he was senior creative director & AVP. With over 16 years of experience, Menon has worked at Orchard in Mumbai, JWT in Chennai and Saatchi in Bengaluru.

     

    Shete said, “Joining DDB Mudra South and East was an easy decision for me, considering their diverse brand portfolio that carries immense potential, the quality of talent and a young and energetic team. Besides, I am excited to work with Sonal Dabral, whose work I have been following since the days when I was cutting my teeth in advertising. He has fostered an excellent balance between creative excellence and focus on client success at DDB Mudra, which would help us as a team to achieve laurels on national as well as international platforms.”

     

    Menon added, “Back in Bengaluru after nine years, coming to DDB Mudra is in many ways, a homecoming. This agency offers some great things – strong leadership, an emphasis on creativity, an open culture, a terrific team and great brands. In other words, all the necessary elements to create great advertising. It’s an opportunity that no creative guy looking to making an impact will pass.”

     

    DDB Mudra South & East president Ranji Cherian said, “I am delighted to have Tejali Shete & Ajay Menon join our team at DDB Mudra South and East. They come in with solid experience and strong body of work to showcase. They are extremely talented and nice to work with and fit into our DDB culture that prioritizes creativity & humanity. I am confident that their contribution will take our agency to greater heights.”

  • Kyoorius Awards sees 40% rise in entries for advertising & digital categories

    Kyoorius Awards sees 40% rise in entries for advertising & digital categories

    MUMBAI: The second edition of the Kyoorius Advertising & Digital Awards has received a whopping 1419 entries by Indian agencies and studios. This is a jump of over 40 per cent from last year’s total tally of 988 entries from Advertising & Digital Awards.

     

    Participating agencies include DDB Mudra, Ogilvy & Mather, Madison Group, Grey Worldwide, Contract Advertising, Creativeland Asia, Scarecrow Communication, Linen Advertising, Itsa Brand Solutions, Webchutney, Isobar, Rediffusion Y&R, Ideas@Work and BBH among others.

     

    Kyoorius founder CEO Rajesh Kejriwal said, “This number has been very encouraging and a sign of acceptance by the industry. Kyoorius thanks all the agencies for their support. We look forward to a packed jury session next week as these entries battle it out for Blue and Black Elephants.”

     

    The Kyoorius Awards recognise and award the most outstanding creative work in the Indian visual communications and digital sphere. To this end, Kyoorius, in association with D&AD, has endeavoured to create a neutral platform, complete with a jury composed of some of the top creative minds from around the world.

     

    All jury members for the Advertising & Digital Awards will gather in Mumbai to review, discuss and elect the best over a four-day period. To make the judging process as transparent and open as possible, members from the industry have been invited to see the jury in action at Nehru Centre from 29 April to 1 May. This is amongst the very few open to public jury sessions around the globe.

     

    Visitors can come in and watch the jury debate the entries, checkout some of the best in Indian creativity and attend four FYIdays conducted by the jury members.

     

    The FYIday sessions will be held at the Hall of Knowledge, Nehru Centre, Worli, Mumbai.

     

    29 April – 9 am: Isobar China chief creative officer Tim Doherty.

    29 April – 6 pm: Grey London deputy executive creative director Vicki Maguire

    1 May – 9 am: D&AD deputy president & Havas Work Club creative partner Andy Sandoz

    1 May – 6 pm: Made By Many co-founder Tim Malbon

     

    The Blue Elephant is recognised as a symbol of the very highest creative achievement. Kyoorius Awards have no winning tier structure – no gold, silver or bronze, and it is the jury’s prerogative to award one or multiple Blue Elephants in any one category, whereas none in another, if entries are not up to the mark.

     

  • Digital agencies eye GoaFest 2014

    Digital agencies eye GoaFest 2014

    MUMBAI: While the 2013 edition wasn’t exactly the best, with the controversy around ‘scam ads’ and a couple of heavyweights like Ogilvy and Creativeland Asia bowing out, this year’s Goafest promises to be a definite improvement over its predecessor.

     

    The ninth edition has been postponed to May because of the ongoing elections and will revolve around the theme ‘Brand Baaja Baraat’. The fest will focus on macro-economic issues affecting advertising. There will be a first-of-its-kind leadership summit addressed by an interesting line-up of speakers. Among other changes, Goafest 2014 will have a new category ‘promo activation and PR’ while adding Broadcaster and Publisher Abbys to the existing list of awards.

     

    Speaking of awards, taking a cue from last year’s fracas, the committee has introduced changes to the judging process after feedback from creative professionals. The selection process will comprise two rounds with a gap of 10 days in between. Short-listed entries from round one will be put up on the Goafest official website. Complaints backed by evidence will be considered for review by jury chairman for that particular category.

     

     Significantly, the ‘digital’ category – which caught the industry’s attention last year – promises to be even bigger this year. Goafest 2014 chairman Srinivasan Swamy said he would be able to give the exact number of digital entries post 23 April, the extended deadline for submission of entries.

     

    It can be noted that in the Media Abbys’ category which received 660 entries, 40 – 45 per cent of them came from digital-related categories. The organisers had expanded the digital category to include relevant sub-categories in the 2013 edition. This year there are around nine sub-categories in digital, two in mobile, six in digital craft and nine in best use of digital media

     

     Though the likes of Leo Burnett, Ogilvy and Creativeland Asia are not participating, lots of digital agencies are really looking forward to the fest.

     

    Ahead of Goafest 2014, ad2campaign co-founder and managing director Madan Sanglikar tells indiantelevision.com, “Last year’s Goafest got everyone talking about the burning issue of ‘scam ads’ rather than brush it under the carpet. Scam ads are a reality and we need to have regular debate and discussion to keep them under control.”

     

    Sanglikar went so far as to suggest ways to curb scam ads. “Firstly, by creating a separate category called ‘proactive ads’ that would showcase ads which were never released but could have made a difference because of their innovative appeal. This would give creative people due recognition while acknowledging that these ads did not constitute real campaigns. Secondly, by instituting an open rating/meter which shows how many brands have been participating in questionable tactics. The assumption here is that clients are usually in cahoots with creative people in the making of scam ads,” he explains.

     

    Speaking of digital agencies, Sanglikar says, “Digital is main-stream by now. So digital agencies are no different from other agencies and if there is a fest for the advertising industry, it cannot be complete without digital agencies. Having said that, there have lately been too many award shows for digital agencies, so Goafest will also have to create a better differentiation.”

     

    ibs, which won the Grand Prix last year for its Tata DoCoMo digital campaign, is eager to participate in Goafest this year too.  “We are letting the younger lot to lead this year. We are allowing them to enter their work and make the submissions with absolute freedom and empowerment. Given this change, we are hopeful that the rank and file of the agency will get more deeply involved in the Goafest. While we are optimistic of some of our work getting noticed, winning awards is not the most important objective for us at Goafest this year”, says ibs MD Sabyasachi Mitter. He adds that success at Goafest would help draw the immediate attention of the entire advertising fraternity.

     

    According to sources, while a few mid-sized digital agencies are giving the fest a miss as they are cutting down budgets and will be selective while entering awards. On the other hand, a few big digital agencies are submitting a good number of entries and are positive about being recognised for their good work.

  • AdFest 2014: India brings home 26 metals

    AdFest 2014: India brings home 26 metals

    MUMBAI:  At  the Adfest 2014 held at Pattaya in Thailand from 6-8 March, Indian agencies won a total of 26 metals, eight less than last year.

     

    This year, McCann Erikson led the charge with 11 medals, of which three are Gold, five are Silver and three are Bronze.

     

    JWT India and Grey Worldwide followed winning four metals each. Next are TBWAIndia and Creativeland Asia with two metals each and BBDO India, Taproot India and Linen-A Lintas Group with one each.

     

    The most-award winning campaign by McCann was Audiobook – the William Shakespeare/Mark Twain/Oscar Wilde campaign, which received two Golds in the Print Craft Lotus category for Art direction and Best use of illustration; and for Point of Sale: small scale sub category in the Design Lotus category. The campaign also picked up Silvers in Point of Purchase – Display sub category in Outdoor; Poster sub category under Design Lotus and Best Use of Computer Generated Imagery under Print Craft Lotus. In addition to this, it also took home bronze awards in the Press Lotus category under Best of Communication Media & Publications sub category, and Best of Travel, Entertainment & Communication Media sub category in the Outdoor Lotus category.

     

    Apart from this, McCann won a Silver each for its AIDS Awareness campaign under Media Lotus and Big Babol campaign in Best of food sub category under Outdoor. And, it won a Bronze for Rain catching Adshel campaign for Catchtherain.org in the Outdoor category.

     

    Nike’s Parallel Journey’s campaign helped JWT India stuck Gold under Best of sports, fashion cosmetics and luxury goods sub head in Film Lotus. The campaign also got two Silvers in the Film Craft Lotus category. The Health Capital campaign for Rotract Club of Mumbai Shivaji Park in the Direct Lotus category got the agency its single Bronze.

     

    Grey Worldwide picked up a Gold and a Bronze for Duracell Positive & Negative: Dock/Monkey campaign in the Press Lotus and Outdoor Lotus categories, respectively. For another Duracell campaign called Ageless Wonder: Music/Man/Woman the agency was awarded Silver in the Press and Print Craft categories.

     

    Creativeland Asia’s campaign for Frooti helped the agency grab Gold in the Original music score sub category and Bronze for direction under Film Craft Lotus.

     

    TBWAIndia won two Bronze medals for its Adidas Wall cricket campaign under External/street signs and street furniture and Guerrilla marketing sub categories in Outdoor Lotus.

     

    Taproot India’s Times of India’s farmer suicide campaign secured finalists berth in many categories but was only able to win Silver in the Outdoor Lotus category.

     

    BBDO was awarded Bronze for a public awareness campaign Stick It Art under Best use of ambient: small scale sub category in the Media Lotus category.

     

    Lastly, Linen-A Lintas Group was the only Indian agency to get a bronze in the Radio category.

  • Zee News brings ‘Change Maker Awards’

    Zee News brings ‘Change Maker Awards’

    MUMBAI: One of the leaders of the Hindi news channels Zee News has come up with an initiative to recognise creative talents across the country. ‘Change Maker Awards’ will be held in March 2014 to highlight areas where change is required in various sectors of society such as environment, social issues and civic issues.

     

    Online entries are being invited for print, television, radio, digital and out of home categories from creative talents across India.

     

    An official statement from the company says that the awards have been created to ‘salute and reward such creative ideas that revolve within when it comes to make things better for everyone’.

     

    Speaking on this initiative,Zee Media Corporation Limited (ZMCL) VP-marekting Rohit Kumar said, “Zee News has always read the nerves of its audience and change itself according to demand and environment. Our constant endeavor has been to recognize and facilitate change makers to substantiate a positive India. Change Maker Award is to promote and to provide a platform to such individuals.”

     

    The jury will consist of names such as Creativeland Asia Founder and Creative Chairman Raj Kuru, Havas Worldwide India managing partner and chief creative officer Satbir Singh, Flipkart Sr. VP- Marketing Ravi Vora, Raymond Director – Marketing Mrinmoy Mukherjee, BITM Managing Partner & Chief  Creative Officer Prathap Suthan.

     

    Bang In The Middle Managing Partner & Chief Creative Officer Prathap Suthan said, “There cannot be a better time than now for these awards. The nation is on full boil as far as the youth, energy and change is concerned, especially with the elections drawing near. More importantly, I believe that inviting, including, and involving creative people from advertising to take a shot at change just might fire some big ideas. I really hope that all our talent finds and uses this opportunity to bring up braver ideas. Our country needs all the help and hope it can get.”

     

    Ex Chief Election Commissioner Dr SY Qureshi said, “I am glad that Zee News is using its preeminent position to encourage an effort towards positive thinking. The Change Maker Awards is a well intentioned initiative that should unearth innovative ideas that can change people’s lives.”

     

    Previous initiatives of Zee News include ‘My Earth My Duty’, ‘Aapka Vote Aapki Taqat’, ‘Gift a Life’ etc. The last date of submission is 15 March 2014.