Mumbai: FridayFictionFilms, the award-winning Indian film production company, has introduced a specialised filmmaking service for corporates engaged in social projects. Called CSR films, the service will bring FridayFictionFilms’ decade-old experience in handling social causes such as light pollution, parenting, language manipulation, child abuse, lesbian wedding and global terrorism.
“Corporate films on social projects require specialised handling of narratives, one that tackles the cause as much as the project’s quantifiable and economic impact. These films not only report but also motivate businesses and the general public on issues they feel strongly about. CSR Films are our experience of over ten years of narrating issues through short films and creating tangible impacts,” said FridayFictionFilms CEO & founder Tanmay Shah.
FridayFictionFilms has collaborations in place with prominent organisations across multiple sectors including IIM Ahmedabad, DDB Mudra, Levi’s, CWAS (Centre for Water and Sanitation), Shree Orthocare, Kalorex Group and Otsuka for CSR films. Over ten years, the production house has collaborated with 100-plus businesses on issues of climate change, poverty alleviation, education, gender equality, clean water and sanitation, and sustainable cities and communities using television commercials (TVC), animation videos, corporate films, CSR films, and short documentaries.
The CSR films service will use a creative community-inclusive approach and utilise narratives such as stop-motion and animation to create impactful content for corporate social projects. Beyond the corporate projects, FFF will also use strategic partnerships with NGOs and corporations to facilitate fund-raising for projects, including government support where required. The company’s recent work for Setu Charitable Trust raised half a million rupees almost overnight for a community hospital in Gujarat. Today the hospital serves 400 patients every week.
“With the explosion of video consumption in people’s day-to-day lives, we foresee CSR Films becoming impact measurement reports for CSR projects. These social reports will humanise social activities and foster relatability and inspire action among stakeholders,” added Shah.
FridayFictionFilms social films have consistently reached wide audiences across platforms on YouTube, Facebook, and Instagram, with many of them traveling to film festival circuits and being shown at corporate events and social gatherings.
Mumbai: The India Chapter of International Advertising Association (IAA) presented the eighth edition of its prestigious IndAA Awards on 1 September at a ceremony hosted at the Taj Lands End, Mumbai.
ABP Network and Sony Pictures Network were the co-partner while Network18 and Jio Cinema were the associate partners for the event.
The awards to honour real advertising that creatively cut through to the market before it could impress the all-client jury saw work by 15 creative agencies take the top honours across 18 product and service categories and one special category.
The awards saw 102 campaigns being shortlisted of which, by design, only one in each category was awarded. In case of close contests the jury awarded joint winners after much deliberation.
Among creative agencies, Leo Burnett, MullenLowe Lintas Group and Ogilvy won three IndIAA Awards each, representing the very best work in that category. BBDO, DDB Mudra and TBWA won two awards each.
Other creative agencies and creators to win an IndIAA Award were Grey Group, Kehat Kabira Pictures, McCann Worldgroup, Publicis Worldwide, Rediffusion, SG Media, Talented, The Script Room, The Womb and Tilt Brand Solutions.
Two HUL brands were among winners, in the Food & Beverage and Personal Care categories. HDFC Life won in Insurance while HDFC Mutual Fund won in Banking & Finance.
Jury chairman and Nestle India chairman & MD Suresh Narayanan said “In my fifth year as the jury chair, I feel intimately acquainted with this room and honoured to be among some of the greatest creative minds in the country- – advertising gurus, communication experts, and marketing wizards.
Narayana presented a short poem titled ‘Jury Chair ka Sambodhan,’ “a reflection of his five years in this esteemed role.” He then went on to recite a few lines of the same in Hindi which received a hearty applause from the audience.
IAA president Avinash Pandey sheds light on how the IndIAA Awards exemplify creative excellence and have set the gold standard for creative awards in India. He stated, “It’s been an intriguing year for arguably the most active industry association of its kind. We’ve demonstrated that our industry can be a catalyst for change, particularly in breaking gender bias. We celebrate the winners reflecting the growing synergy between associations and showcasing the remarkable impact of the communication industry. The positive feedback from young leaders has been heartening, and our industry’s enthusiasm for AdAsia remains strong. We’re organising a delegation led by Sam Balsara for AdAsia 23 in Seoul, the largest event of its kind in Asia.”
IAA IndIAA Awards chairman, Abhishek Karnani said, “IAA Awards are unique because you can’t “enter” them.” A group of seasoned journalists shortlisted 102 campaigns across 19 categories from over a thousand ads. This accomplishes two important goals- first, it ensures that only genuine work is presented to the jury, keeping scam ads at bay, second, it truly democratises the creative process by not charging an entry fee, making fundraising for this grand event a challenging task.”
He further said, what sets the IAA awards apart is that they are judged by senior marketers who own and invest in the brands. We showcase the transformative power of communication for our beloved country and society, embodying IAA’s unwavering belief in the ability of communication to drive change.
IAA honoured Ayushmann Khurrana as the “Most Disruptive Brand in Entertainment Industry”. On questioning his criteria while choosing a Brand, he replied, “I believe before taking on a brand it resonates with the credibility of my films. Credibility is everything. I think only going with commercials will be very myopic. My father once told me, ‘Goddess Saraswati comes before Goddess Lakshmi. I always go like that. If you earn respect, nothing like that.”
Speaking about being an outsider in Bollywood, he said that the first choice had to be truly different and clatter-breaking. “I’ll never get a second chance being an outsider. So it’s all about the choices you make eventually. Everybody is hard-working and talented. It’s the kind of opportunities you get and firmly success is nothing but when preparation meets opportunity,” he avers.
The Asian Federation of Advertising Associations (AFAA) felicitated the all-India winners of its maiden Changemakers For Good Awards at the IndIAA Awards 2023. These meaningful awards are to salute those individuals and companies in the communication space who have used their talent to make the world a better place.
The winners for the four categories were:
● Advertising (for transformational messages) – Lowe Lintas for their International Women’s Day 2022 entry.
● Government (for transformational messaging by a Government arm). –RK Swamy Associated for State Bank of India.
● Industry Leader (someone who led societal change in the last few years).- CVL Srinivas, Country Head, WPP Group.
● Innovation (where technology or approach made the difference) – Lowe Lintas for International Women’s Day 2022.
Mumbai: McDonald’s India- North and East, one of India’s most loved restaurant brands, has launched a quirky television commercial featuring its brand ambassador, Kartik Aaryan revealing his favourite McDonald’s meal. The TVC takes the fans on a laughter-filled roller coaster with his signature monologue style in a unique McDonald’s way.
The Kartik Aaryan Meal includes his favourite, go-to menu items from McDonald’s – the classic McAloo Tikki Burger, delicious cheesy fries, ever-so favourite Pizza McPuff with a regular beverage, served as a four-piece meal. To add to the fans’ delight, the 4-pieces meal will be served in a special Kartik Aaryan-themed, QR-code-enabled packaging offering fans an opportunity to take a virtual selfie with their favorite celebrity.
Talking about the launch of the TVC, McDonald’s India – North and East MD Rajeev Ranjan said, “This campaign is all about knowing a little better the ones we like & love and celebrating the feel-good delicious moments and shared laughter at McDonald’s. We’re proud to unveil and bring Kartik’s favourite go-to McDonald’s meal to our customers and fans and provide a limited-time-opportunity to our customers to eat as their favourite celebrity and youth Icon. We are hopeful of this campaign reigniting our customer’s and fans’ love for our food and creating another cultural moment for our brand’s association with youth and the younger generation.”
Conceptualised by DDB Mudra, the TVC opens in a McDonald’s restaurant, where Kartik Aaryan and his friend stand at the counter, greeted by a warm smile at the front counter. Before Kartik can respond, his friend asks about his order. Kartik looks at him a little annoyed and begins to vent about how his friends always ask the most obvious things in every imaginable scenario. Just when he mentions that his best friend doesn’t even know his favourite meal, the server smoothly slides a tray in front of Kartik, revealing the “Kartik Aaryan Meal.” The TVC ends with Kartik suggesting McDonald’s to create a meal named after him so that his friend never forgets it.
“No matter who you are, everyone has a go-to McDonald’s order. This truth forms the basis of McDonald’s global platform called ‘Famous Orders’. The new Kartik Aaryan Meal aims to transform a visit to McDonald’s into an opportunity for people to connect with their hero, creating a one-of-a-kind cultural experience for youth tastemakers,” said DDB Tribal creative head Iraj Fraz.
Mumbai: MTV India has joined hands with the country’s foremost creative powerhouse, DDB Mudra Group, to launch ‘BotHard‘—an AI-powered rapper and a state-of-the-art creative bot.
The partnership combines artificial intelligence with the rhyming sensibilities of hip-hop music. The revolutionary campaign offers a unique tech innovation and consumer engagement experience for fans of the genre and India’s first-ever hip-hop reality show.
Conceptualised by DDB Mudra Group for the iconic MTV show, BotHard breaks new ground across music, entertainment, and technology.
The name ‘BotHard‘ stems from the colloquially used Indian phrase “Bohot Hard,” which refers to a rap song or rhyme that is acknowledged as exceptional in the rap community.
The inception of BotHard underscores how real human talent in the musical genre of rapping remains unrivalled—with skill, practice, and finer nuances of musicality, technique, and performance.
The stage of Realme MTV Hustle 2.0, co-powered by Wild Stone’s new classic range and produced by Fremantle Media, has been grooming raw talent into industry-ready professionals since its premiere.
Speaking on the initiative, Viacom 18 head of youth, music, and English entertainment cluster Anshul Ailawadi said, “MTV has always been about bold visions and big moves. ‘BotHard’ is an example of disruptive, transmedia storytelling that complements the raison d’être for Realme MTV Hustle 2.0. With this initiative, we hope to redefine the consumer experience for our gen-z and millennial fans.”
Viacom18 marketing head for youth, music, and English entertainment Utsav Chaudhuri, said, “At MTV, we focus on strategic and innovative experiences across multiple youth touch-points. We are at the cusp of exciting possibilities with AI to drive narratives, recall value, and immersive consumer engagement. With the confluence of avant-garde technology and a multi-platform approach, we developed ‘BotHard’, a first-of-its-kind AI-powered rapper, to further put the spotlight on real, unmatched talent curated by Realme MTV Hustle 2.0.”
Speaking from the creative perspective, DDB Mudra Group chief creative officer Rahul Mathew said, “While this idea is built on cutting-edge technology, the most exciting part for us was how true it had to stay to hip-hop culture for it to be accepted by the audience. It lives at the right intersection of culture, creativity, and technology.”
The AI-powered rapper challenged some of the biggest names in the industry, across the globe. The bot also made an appearance on the show, battling the talent on Realme MTV Hustle 2.0. BotHard has piqued the curiosity of fans and audiences alike, who can challenge the bot to bust a rhyme (pun intended) on any word!
Mumbai: On Saturday, Liqvd Asia onboarded IndoSpace as its advertising partner. The Liqvd Asia Mumbai office won this 360-degree mandate from DDB Mudra, the incumbent agency, following a four-month long pitch journey with large network agencies in the fray, proving Liqvd Asia’s mettle as an idea’s first full-service agency.
In India, Everstone Group’s IndoSpace is the pioneer and largest investor, developer, and manager of grade A industrial and logistics real estate, currently spanning 44 logistics parks with 49 million square feet of delivered/under development projects across India.
With India’s largest and most experienced industrial real estate team, IndoSpace continues to lead the development of the world-class warehousing backbone of India’s growth.
“Being market leaders in a category that is so pivotal for nation building is both an honour and a responsibility. We needed a partner that recognised this and assisted us in representing our market leadership, business impact, and core organisational values. With Liqvd Asia, we have found one that shares our passion for business growth without compromising on the human relations that make it worthwhile. Their vision for the brand was strongly in line with how we aim to present ourselves to key stakeholders as well as the community,” said Everstone Group vice chairman of real estate Rajesh Jaggi.
Liqvd Asia’s strategic communication approach is to translate the IndoSpace brand’s leadership position into traditional and digital channels, aligning it as a forward-thinker that is future-ready and customer-focused.
Commenting on this development, Liqvd Asia managing director Arnab Mitra said, “Winning the IndoSpace mandate is special because Liqvd Asia was not the only agency vying for the account. Our deep expertise across all media formats and stellar client list are testament to Liqvd Asia’s mettle as a full-service agency. The objective is to showcase IndoSpace as a brand that turns thoughts into action and possibilities.”
Mumbai: Xiaomi announced the launch of its new campaign “# ScreenSahiTohSceneSahi” on Monday, highlighting the significance and impact of the Super Amoled display on the Redmi Note 11 series in a unique way.
The campaign film has been created in collaboration with DDB Mudra with creatives by Sooraj R. Pillai and Aditi Rao Saxena.
The campaign film, released across social media platforms, has been conceptualised by the ace director Anurag Kashyap and features renowned Bollywood actress Vaani Kapoor. The campaign video showcases the immersive viewing experience delivered by the Redmi Note 11 Series Super Amoled display.
Amidst today’s enhanced digital penetration and mobile-first economy, consumers demand an immersive viewing experience like never before. Therefore, Xiaomi India collaborated with storytelling maestro Anurag Kashyap for this video that highlights the fact that great content needs a Super Amoled viewing experience.
With a two-pronged approach, the creative campaign builds on the message that for the stunning visuals that consumers consume on their smartphones, they deserve a premium viewing experience that can only be enjoyed on a Super Amoled screen because “#ScreenSahiTohSceneSahi.” Secondly, with this creative screenplay, Xiaomi India intends to let all content producers and creators know that ‘we got you’ by providing consumers with device offerings consisting of technologically innovative Super Amoled displays.
Speaking about the campaign, a Xiaomi India spokesperson said, “Display technology has taken centre stage for smartphone users and continues to be one of the primary parameters in their purchase decisions. As India’s No. 1 smartphone and Smart TV brand, we take pride in the fact that we understand the user’s requirements. With the “#ScreenSahiTohSceneSahi” campaign, we want to educate our consumers on the benefits of superior display technology i.e. Super Amoled display featured in the Redmi Note 11 series. We are excited to partner with master storyteller Anurag Kashyap and Bollywood actress Vaani Kapoor to narrate this with their new-age style of storytelling. We are optimistic that through this campaign we will be able to build a preference for a superior viewing experience with the Redmi Note 11 series.”
Commenting on this campaign, DDB Mudra senior creative director Sooraj R Pillai said, “Content makers put their heart and soul into their craft. But the way content is consumed today has drastically changed. And that’s where we found an opportunity. The idea was to just call out a simple fact. That is, when someone watches any content on a bad screen, they are not just doing a disservice to their own viewing experience. It’s also a disservice to those who made them.”
Mumbai: DDB Mudra has announced the appointment of Manish Darji as head of Art – West. In his new role, Darji will lead the design mandate for the agency’s west office and will report to DDB Mudra creative head – West Pallavi Chakravarti.
As part of his mandate, Darji will explore applications of craft in newer categories like digital, data, entertainment, and content. His appointment reinforces the Group’s commitment to craft at a time when visual storytelling is constantly evolving, said the agency in a statement. DDB’s unexpected works philosophy lays a strong emphasis on creating clutter-breaking work that drives results, and craft plays a crucial role in this advanced approach.
In a career spanning two decades, Darji has worked on some of India’s leading brands like Coca-Cola, NDTV, Big Bazaar, Volkswagen, Marico, Viacom 18, Mondelez. He served as executive creative director and associate creative director at DDB Mudra in the year 2014 and 2010 respectively. He has also worked at BBH, McCann Erickson, Ogilvy, Rediffusion Y&R and Bates 141.
Speaking on his appointment, Pallavi Chakravarti said, “It is impossible to look at a piece Manish has worked on and not be wowed. His passion for craft and grasp of distinctive visual languages are skills sorely needed in this day and age. We’re delighted to have him on board to further the creative vision for DDB Mudra West.”
“Bill Bernbach was the first to put art and copy on the same floor, back in the 60s, and that’s been the model for all agencies ever since. With it comes the opportunity to let craft shine as we pursue our promise of unexpected works. I am truly excited to be on this ride,” Manish Darji added.
An art graduate from MSU Baroda with a specialisation in advertising, digital, graphic design, illustration, product design and animation, Darji’s work has been recognised at some of the biggest creative forums including Cannes Lions, Spikes Asia, One Show, D&AD, LIA, and Kyoorius.
Mumbai: BBH India, a Publicis Groupe agency, has announced the appointment of George Sebastian as executive creative director. He will report to BBH India’s chief creative officer & CEO Russell Barrett and lead a team of copy, art and design professionals.
Sebastian brings with him 14 years of experience. In the past, he has been associated with Enormous Brands, Grey Group and most recently he was senior creative director at DDB Mudra. Sebastian has worked on brands like Gillette, Tanishq, Glance, Dell, McDowell’s No 1, Britannia, TTK Prestige, 3M and TicTac, helping them unlock their purpose and ambition.
Sebastian was also part of the team that pitched, won and conceptualised an integrated campaign – India’s most exciting workplace for the Indian Army that led to a major shift in the way the youth perceive the armed forces, according to the agency.
Welcoming Sebastian on board, BBH India CCO & CEO Russell Barrett said, “George is an exceptionally talented creative individual who is also incredibly versatile. He’s as comfortable working on a 30-second commercial as he is on an AR idea. He’s as gifted at his craft when he’s writing in Hindi and English. He’s a mature creative leader who is as driven as the hungriest first-jobber. We’ve got the ‘all-inclusive-package’ with George and I’m certain he’s going to produce extremely famous, relevant and modern work for BBH India.”
George Sebastian added, “There are a few things at the core of this celebrated agency, and network at large, that strongly resonate with me. Whether it is an unabashed love for ideas, a robust culture of expression and debate, or the wonderful team of Good and Nice folks one gets to learn from. BBH is bubbling with opportunity, and I’m looking forward to working closely with Russell and all-black sheep to explode its massive potential.”
Mumbai: In a first for Indian gaming, DDB Mudra’s “Game Responsibly” campaign for Battlegrounds Mobile India (BGMI) bagged the Bronze Lion at the Cannes Lions Awards 2022. Conceptualised by DDB Mudra, the first-of-its-kind campaign from Krafton addressed issues of continuous gaming, while reinstating in-game safeguards introduced by BGMI.
Widely recognized as the global benchmark for creative excellence, the Cannes Lions Awards celebrate creativity across disciplines with specialist awards. As a crowd-favourite game with over a hundred million registered users, DDB Mudra and Krafton campaign focused on building awareness amongst players to cultivate healthy gaming habits while promoting responsible gameplay.
The slew of awards for this campaign began with a Grand Prix at Spikes Asia Awards, supported by two Golds, a Silver and three Bronze. The film then went on to win a Gold and a Bronze Lotus at Adfest 2022, three golds and a silver at the ABBY’s, a Graphite Pencil and three Wood Pencils at D&AD, seven Blue Elephants and ten Baby Elephants at Kyoorius. The icing on the cake came at the Cannes Lions International Festival of Creativity, wherein the film garnered four shortlists and bagged a Bronze Lion in the Film category.
The campaign film employs the iconic gameplay sounds of BGMI as a metaphor for excessive gaming wherein the protagonist is shown mimicking the sounds incessantly. Humour is employed to drive home the features introduced by BGMI to combat continuous gaming, including OTP authentication for minors and limits on daily in-game spending. The film organically embeds the problem of over-gaming and its subsequent solution of parental control features into a relatable narrative that appeals to multiple audiences.
Speaking on the film’s stellar performance at awards shows, DDB Mudra Group chief creative officer Rahul Mathew said, “Film isn’t usually the medium that we’re known for as a country. So, to have a film that has been celebrated on every stage globally is quite an honour for all of us.”
“This is a historic moment for us, and we are incredibly proud that our collaborative work with DDB Mudra has been so highly awarded. The campaign had a plethora of challenges to creatively spreading awareness about in-game safeguards, and bringing gamers, families, and friends on the same page. Here at KRAFTON, Inc., our efforts are focused on ensuring safe, and responsible gaming while prioritising our gamers’ mental and physical wellbeing. The campaign was successful in reiterating BGMI’s responsible gaming measure in a manner that resonates with multiple audiences.” said Krafton head of India Publishing Minu Lee.
“The Game Responsibly” campaign not only speaks to gamers but also brings their friends and parents into the conversation. By educating all three audiences, the campaign shows that there are simple solutions for an obsession that may otherwise have serious long-term effects.
Mumbai: Airtel Xstream Fiber has launched a new campaign to showcase its superior connection and service, which aims to solve bandwidth issues commonly encountered by broadband users. Conceptualised by DDB Mudra, the campaign has been developed to establish the product and its benefits in comparison with regular broadband services.
Since the pandemic, every household has seen an increase in their internet consumption – for school, work, entertainment and more. However, with all devices connected to the same internet connection, bandwidth and connectivity issues are common. Backed by this insight, the campaign showcases an urban family’s dissatisfying virtual experience caused by a slow internet connection. The film ends as it explains the benefits of an Airtel Xtream Fiber connection.
The campaign has been amplified on various consumer touchpoints including TV, print, digital, outdoor and cinema.
DDB Mudra creative head – west Pallavi Chakravarti says, “On-off-on-off is a mantra no one wants to chant, but invariably does when living with poor broadband at home. If everyone in a family is plugged in, something’s got to give. We translated this pain-point into a fun campaign which paved the way for our solution to make a seamless entry and save the day.”
