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Tag: Everest Brand Solutions

  • Catch Spices rolls out new TVC with Vidya Balan

    Catch Spices rolls out new TVC with Vidya Balan

    MUMBAI: Catch Spices has rolled out a new spicy TVC with its brand ambassador, Vidya Balan.

    Catch Salts & Spices has been on the vanguard of Indian spices, adapting tradition and adding innovation. The brand enjoys a pivotal place in Indian kitchens. Repositioned with the tagline, ‘Catch ka koi match nahin’, the communication is developed around the core product attribute of unmatched quality and innovation.

    Vidya Balan plays the role of an intelligent wife, who makes her foodie husband cater to her wishes, thanks to the power of Catch spices that she has with her. The film has a humorous plot that revolves around Vidya, who smartly passes on her chores to her husband, who endlessly craves for tasty meals cooked by her.

    In a light-hearted script, Vidya’s screen husband requests her to make his favourite dishes. In fact he wants them so badly that he offers to take care of all the work that Vidya has to do. Vidya, good-naturedly, takes full advantage of the situation. When Vidya is complimented on her ability to make her husband do all this, she passes the compliment to Catch Spices which is the secret of her fabulous cooking.

    DS Spiceco business head O P Khanduja says, “The brand’s never-ending quest for quality, the low temperature grinding and no fillers policy guarantee that the flavours and aromas of the spices remain intact, giving them high potency needed to create delectable dishes. With the new tagline, we further reinforce the unmatched value and attributes of the brand to the consumers. The new TVC is a light-hearted take on how the wives use delicious home-cooked food to get their way.”

    Everest Brand Solutions chief creative officer Rahul Jauhari adds, “We chose a humorous theme for the TVC with which the audience could identify easily. The film highlights the tagline which emphasises on the brand ethos. Vidya Balan with her impeccable acting skills has helped spread the message effectively, while maintaining the brand image and essence. We are sure the campaign would click well with our target audience.”

    The film is a part of a larger campaign that has elements across mediums.

  • Rediffusion-Y&R Group partners with The Social Street

    Rediffusion-Y&R Group partners with The Social Street

    MUMBAI: Rediffusion – Y&R Group and The Social Street have entered into a strategic alliance to provide value added marketing services to clients of Rediffusion – Y&R, Everest Brand Solutions and Rediffusion Wunderman effective from 1 March, 2016.

     

    The alliance will enable Rediffusion-Y&R Group’s clients to benefit from The Social Street’s network, capabilities, and expertise in bringing together more effective and optimised solutions to clients. This integrated offering will include digital, media, experiential, out of home, retail, entertainment, cause marketing and also extends to semi-urban and rural activations and outreach.

     

    Rediffusion-Y&R Group president Dhunji S Wadia said, “This is one of the deepest integrations to date, marking yet another milestone in the Group’s plan for a consolidated media investment management operation. Our services are designed to offer an integrated yet seamless solution across the communications continuum. The focus is to bring competitive advantage to our clients and our companies.”

     

    The Social Street founding partner and chairman Pratap Bose added, “This is going to be a very exciting journey for both Rediffusion and us. It will be a great growth story to tell the world. Our shared vision and collective capabilities should help us serve nothing but the best to all the clients as part of this alliance. We are all focused on one single client centric objective through this alliance and that is unlocking value for clients. With the wealth of expertise in both Rediffusion and TSS, I have no doubt in saying that we will make it the strongest and successful alliance ever.”

     

    The Social Street founding partner and CEO Mandeep Malhotra said, “I am personally very excited about this alliance and looking forward to creating many stories together in this journey with Rediffusion. My career in the agency world started with Rediffusion and it feels now that the circle is getting closer. There is nothing more exciting for me then working with energetic, talented, committed and a fun team. Organisations that partner or compliment each other in this manner are going to be more nimble footed in the future, in creating customer-oriented value.”

  • Everest Brand Solutions elevates Samir Chonkar as Mumbai creative head

    Everest Brand Solutions elevates Samir Chonkar as Mumbai creative head

    MUMBAI: In a recent restructuring of the top-level management, Rediffusion Y&R and Everest Brand Solutions have elevated its executive creative director Samir Chonkar to head the creative function of its Mumbai operations.

     

    Rediffusion Y&R and Everest CCO Rahul Jauhari said, “Samir’s contribution to the growth of Everest has been phenomenal. In addition to being a pillar of my team over the past few years, Samir has created work that has not just won, but also added immense value to our clients. His down-to-earth demeanor and relentless pursuit for perfection is respected by clients and colleagues alike. He steps into a role he has earned, in every sense of the word.”

     

    Rediffusion Y&R president Dhunji Wadia added, “Samir has a proven reputation as a creative leader and is held with enormous regard both internally and his clients. Samir’s passion for our agency, his integrity and intellectual curiosity, along with his deep collaborative way of working will make a difference to our clients and to our agency.”

     

    In his stint of more than 20 years in the industry, Chonkar’s work has featured across international awards shows and Indian award forums like DMAI Echo, IDMAI, Goafest, Digital Crest and Indian Marketing Awards to name a few.

     

    In recent times, his work for Tata Value Homes won the International Echo Award. His enviable body of work across Parle brands has been instrumental in Parle trusting Everest Brand Solutions with a significantly larger portfolio of brands.

  • “Our focus will be on digital, mobile & activation”: Dhunji Wadia

    “Our focus will be on digital, mobile & activation”: Dhunji Wadia

    Regarded as someone with strong business acumen, great entrepreneurial instincts and affinity towards clients’ businesses, Dhunji Wadia was anointed as Rediffusion-Y&R president in December last year.

     

    With the Rediffusion-Y&R Group since 2010, Wadia had moved from JWT after spending 18 years there. Helming Everest Brand Solutions, he will now have greater responsibilities on his shoulders as he steps into the shoes of predecessors like Mahesh Chauhan, D Rajappa and Sam Ahmed.

     

    The 40-year-old company surfaced from choppy waters by reinventing itself. The years 2014 saw the agency bag a number of new accounts, including Videocon, Virgin Atlantic and Biba Fashions in Delhi; PC Chandra Jewellers and Cordlife in Kolkata; and Revtron in Mumbai.

     

    Indiantelevision.com’s Meghna Sharma spoke to the man, who has over 25 years of industry experience and has worked closely on brands like Parle, Tata, Unilever and Nike amongst others, to know his plans for the agency.

     

    Excerpts…

     

    A new year, a new beginning. What will be on your agenda for 2015 for Rediffusion Y&R and Everest Brand Solutions?

     

    2015 will be the year of focus. The number one priority is to focus on the creative work. Creative work is the whole agency. Of course, creative and strategic thinking are interlinked. But it’s the final output that moves the consumer. Once the creative work is in place, all good things will start to happen. It will positively impact the health of our brands, the agency’s fortunes, new business acquisitions and taking better care of our people.

     

    Having understood the destination, we are working on the strategy to get there. In the process, people who are excited about the opportunities will make it big rather than people who are happy to sit back and wait for things to happen. The results will speak for themselves.

     

    The year 2014 saw Rediffusion Y&R bagging new accounts like Videocon, Virgin Atlantic and Biba amongst others. The agency also regained its spot amongst the 10 advertising agencies in the country. What does this mean for the agency and how will this impact the future?

     

    Winning new business is always great. It gives us a chance to showcase new work. Regaining our spot in the top 10 was a great moral booster. It fills us with the confidence and enthusiasm to go further.

     

    What were the key lessons learnt from 2014 for you and the agency? And how will you implement those learnings in 2015?

     

    Today, the size of the agency makes no difference at all. Neither does the scope or the geographic reach of the agency. The difference for any client is really in the people. Do they bring the experience, knowledge and insight to a client that will make a big impact in that organisation’s results and bottom line?

     

    People are going to be the key going forward. We have a promising lot with immense potential and unleashing this potential will be a priority in 2015.

     

    What are the key areas that the agency has been working on?

     

    We have been focusing on our existing clients. Last year, more than half of our new business came from existing clients. It feels terrific when your existing clients trust you with their critical new brand launches. It’s a responsibility we cherish and specialise in.

     

    We are living in a ‘Breaking News’ world where what’s trending today is forgotten tomorrow, so we need to be in the news for the right reasons. We not only need to do the work but we also will have to come out and tell the world ‘Hey look, here’s what we’ve been doing.’

     

    According to you, what will be the highlights for the coming years?

     

    We hope to make our work the single biggest highlight of 2015 and beyond.

     

    What is your take on digital video format becoming a go to formula for advertising? Why are brands as well as advertising agencies opting for it?

     

    This is going to become a key differentiator in content marketing – one will be able to cut through online clutter to attract customers, increase engagement and guide customers throughout their buying journey. This would be possible on any screen, anytime, anywhere.

     

    Since brands are banking on creating films for digital platforms what do you enjoy the 30-second clip for TV or the long ones for digital?

     

    As opposed to bombarding the viewer with repeat telecasts of TV commercials, this is an option where you create a long duration commercial and hope the viewer likes, comments and shares the video.

     

    Going forward, clients won’t care about web hits because majority of the hits are now just bots. The main parameter for them will be sales. That’s what it was supposed to be in the first case.

     

    What are the plans lined up for the digital side of your business?

     

    We have done quite a few award-winning digital initiatives for our clients – SAB TV, Ranbaxy Volini and TATA Housing to name a few. Going forward there will be additional drive and focus on digital, mobile marketing and activation.

     

    How has storytelling evolved over the years?

     

    Thanks to the advancement in technology, storytelling is becoming increasingly compelling over the years. The recent Honda Type R commercial is a good example.

     

    One mandate which you are really proud of and why?

     

    Every mandate comes with its own unique challenges. And our credo is – To Resist The Usual. It would be impossible to isolate any one instance.

     

    Everest has won the Brand Revitalisation Award for Brand Everest, at the ‘Global Excellence Awards’ by World Brand Congress and also adjudged the ‘Happiest Agency in India’. What initiatives do you take to make sure employees are happy? And how productive are happy people?

     

    Happy people make a happy agency and in turn happy clients. It’s a happy circle. Most people join advertising in order to follow their passion. Majority of the work related grievances turn out to be minor issues when there is a common consensus. You need to have your heart in the right place.

  • Dhunji Wadia is Rediffusion Y&R president

    Dhunji Wadia is Rediffusion Y&R president

    MUMBAI: Rediffusion Y&R has announced the appointment of Dhunji Wadia as president of the agency, effective immediately. This is in addition to his role at Everest Brand Solutions.

    Wadia had joined Rediffusion Y&R Group in 2010.  On his new role, he said, “The group has given me the opportunity to use my experience and skills towards making a positive difference to our clients. I am looking forward to writing an exciting new chapter in the history of Rediffusion Y&R.”

    Rediffusion Y&R chairman Diwan Arun Nanda said, “Dhunji has strong business acumen, great entrepreneurial instincts and affinity for our clients’ businesses. What makes it all work is his ability to motivate and inspire people on all sides of the business. He’s an ideas guy who gets that great creative work and strategic insights are inextricably connected.”

    Wadia holds an MBA from the Jamnalal Bajaj Institute of Management Studies and has over 25 years of industry experience. Brands he has worked closely on during the course of his career include Parle, Tata, Unilever, Nike, Levi Strauss, Diamond Trading Co, Kellogg, Aditya Birla Group, Sony Entertainment Television (MAX and SAB), and Kotak, among several others.

     

  • 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.”

     

  • Catch Spices captures the life of Indian women

    Catch Spices captures the life of Indian women

    MUMBAI: To add more spice to your life, Catch Spices, has announced a new brand strategy with the positioning, ‘100% Indian Woman Ka Match Sirf Catch’.

     

    The new campaign conceputalised by Everest Brand Solutions focuses on contemporary Indian women and is designed with the objective to establish an emotional connect with them.

     

    Everest Brand Solutions NCD Rahul Jauhari said: “We took the category and the Indian lady very, very seriously. Hence, unlike the song and dance sequence films that are rampant in the category, the Catch Spices campaign acknowledges and applauds the demanding and discerning nature of the contemporary Indian housewife.”

     

    The new TVC emphasizes on the fact that very few things in life give us 100 per cent satisfaction, something that a brand like Catch guarantees as well.

     

    The campaign features Vidya Balan, who is an ideal example of the multifaceted Indian woman. She juggles between various responsibilities of life and still manages to give her best to whatever she does.

     

    Dharampal Satyapal (Foods Division) associate business head OP Khanduja said, “Through our newly adapted brand strategy we aim to reach out to the contemporary Indian women of modern India. This campaign will feature Vidya Balan, who has worked her way into stardom and in many ways defines the qualities of the 100 per cent Indian woman. This will be a major step forward in establishing Catch as a brand in the hearts and minds of consumers across India and will be an important marketing initiative for Catch. This will go a long way in stamping its superiority over the competition”.

     

    The film, in a lighter vein, shows an ambitious Vidya talking about what she had wanted in life and how much she has achieved so far. In the final analysis, she gives 100 per cent score to Catch Spices. Everest Brand Solutions COO Naveen Saraswat added: “The objective was to establish an emotional connect with the Indian woman and win her heart. This campaign puts the focus on the contemporary Indian woman.”

     

    The campaign embarks by releasing TVC followed by print ads, POS materials, outdoors, engagement plan etc.

  • Meraj Hasan quits Everest Brand Solutions

    MUMBAI: Meraj Hasan, vice president-planning at Everest Brand Solutions, has resigned.

    Hasan told Indiantelevision.com that he has quit the agency to pursue his interest in music and poetry.

    He and his partner Anirudh Chohan are launching ‘Unsung Ones‘ to create poetry with guitar and harmonica.

    Hasan said, “My journey with Everest Brand Solutions has been fantastic. I needed a break to pursue my interest in poetry and I didn‘t want my work to suffer.”

    Hasan has over 12 years of experience in the industry. Prior to joining Everest Brand Solutions he had also worked with agencies like TBWAIndia, Rediffusion Y&R, Lowe and Partners Worldwide.

  • JW Marriott awards creative mandate to Everest Brand Solutions

    MUMBAI: Everest Brand Solutions is the new creative partner of luxury hotel JW Marriott.

    The creative duties will be handled by the agency‘s Mumbai office. The account was earlier handled by Onads Communications.
    Confirming the news to indiantelevision.com, Everest Brand Solutions president Dhunji S Wadia said, “The account has been awarded to us and the media spends are in the range of Rs 70 to 80 million.”

    The agency will be responsible for the corporate duties for the brand across India, starting from Mumbai. It will also be involved with the creative duties for Marriott‘s restaurants as well as events organised by the brand.

    JW Marriott belongs to the parent company, Marriott International. The chain is a well-known brand across the globe and has hotels at places such as Shanghai, Phuket, London, Dubai, Cairo, Beijing, Kuala Lumpur and Bangkok.