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Tag: FCBUlka

  • RoohAfza targets millennials in latest campaign

    RoohAfza targets millennials in latest campaign

    MUMBAI: RoohAfza, a refreshment beverage for over 100 years, has been India’s favourite drink for generations. This summer, the brand launched its new TVC campaign called #GhulkeJiyo, celebrating India’s unity in diversity.

    The campaign crafted and conceptualised by FCB Ulka stays true to what RoohAfza is, but finds a way to connect with Indian millennials who are progressive yet immensely proud of their culture.

    Hamdard chief sales and marketing officer Mansoor Ali says, “Every time we come up with a new campaign, we want to address a key issue that is prevalent in our society. Being a 111-year-old drink and loved by consumers across all age groups and segments, RoohAfza has stood the test of time, not solely because it’s a great refresher, but because at its core it stands for something far larger — togetherness! This campaign is a call for everyone to come together and live in harmony.”

    FCB Ulka president Debarpita Banerjee adds, “RoohAfza is a lot more than a refreshing beverage. For a lot of us it is nostalgia in a bottle. Along with its natural ingredients, beautiful colour and unique taste, it is also a drink that almost had the power to bring people together, cutting across all age groups, belief systems and geographies. And this was the task we set upon ourselves. To re-introduce this iconic stature to the younger generations of our country.”

    RoohAfza is a sharbat in a bottle, but the magic happens when it is mixed and mingled with things. RoohAfza, in its refreshing way asks India to come together and celebrate the ‘unity in diversity’ that it stands for. The new insight-based campaign showcases this in a montage film depicting different scenarios and a background score taken form a very popular evergreen song “Yeh hai Bombay Meri Jaan” from the film CID.

    FCB Ulka national creative head Surjo Dutt mentions, “The challenge was to make a 100-year-old iconic drink relevant for the youth of today. Only when we mix and mingle with each other is when we truly come together. Just like Roohafza’s unique taste which comes out only when it is mixed with something else. It was an absolute pleasure bringing this idea to life using an iconic song, paired with heart-warming visuals.”

  • Joy Das joins FCBUlka Interactive as Media Director

    Joy Das joins FCBUlka Interactive as Media Director

    MUMBAI: FCBUlka Interactive recently appointed Joy Das as Media Director – Digital. With the rapid growth that the FCBUlka Interactive arm has been clocking, it was only imperative to make a hire at this level to handle some of its key accounts.

     

    Joy has tremendous experience in the digital space with over 10 years of focused digital media specialization. Being a well-entrenched digital expert, Joy boasts of an enviable twitter following of over 17,000 tweeters and a unique and inspiring blogger network. He also brings with him deep knowledge of Digital Media Mix Modelling Tools which ensure high efficiency and measurable response.

     

    Prior to his stint at FCBUlka Interactive, Joy has worked on a gamut of brands like eBay, ITC, Tata Docomo, MTV,among many others.

     

    FCBUlka Interactive has a long and impressive client list and works with Amul, TCS, Tata Chemicals, Abbott Healthcare, Wipro, ITC, Bausch & Lomb, Nerolac, ICICI Bank, World Vision, FabIndia,  Tata Housing to name a few. Joy will provide leadership to the digital media duties of several of these accounts and will lead a team of over 10 digital media planning and buying professionals.

     

    Joy, commenting on his appointment said “FCBUlka Interactive has some great accounts and has been doing robust work. In fact, a lot of their campaigns have been awarded at the Indian Digital Media Awards, DMAi 2013 etc. I am delighted to join the digital arm of one of the most respected advertising agency groups in the country. I look forward to contributing to this spree of account and award wins.”

     

    Last year, FCBUlka Interactive had made a senior level hire with the recruitment of SudarshanSudevan aka Sudi as Creative Head -Digital. Sudi had an interesting career start as a cartoonist before venturing into the digital space and going on to become a digital specialist.

     

    Commenting on Joy Das’ appointment,Satish Ramachandran, Senior Vice President, FCBUlka Interactive, said, “We are growing at a scorching pace and digital is well poised to become a key medium for many of our Group’s clients. Our Interactive team’s strength is now over 50 members. We have been consistently investing in talent and technology to ensure we are ahead of the curve. Joy’s experience will be of immense value for us to maintain our growth rate”

  • Global rebranding: Draftfcb is now FCB

    Global rebranding: Draftfcb is now FCB

    MUMBAI: Six months after becoming Global CEO of Draftfcb, Carter Murray is changing the agency’s name to FCB (Foote, Cone & Belding). In keeping with the global rebranding, effective 4.30 PM IST, March 10, 2014, the India operation will be called FCBUlka Advertising and it will have a new logo.

     

    The colours in the logo have been drawn from the colours of the flags of the world, symbolising the heritage, equity and flavour of the local advertising company and the wide network reach. The diagonal line through the letter B and the letter U of Ulka signifies the importance of the local brand name alongside the global name.

     

    Commenting on the new brand name and identity, Nagesh Alai, Group Chairman, FCBUlka, said, “FCB has a tremendous 140 years’ equity globally and in India Ulka has a 50 years plus great heritage. FCBUlka will continue to deliver on the integrated offering to its clients and stay focused on what it has been doing over the years – Making Brands Famous and Making Clients Rich.”

     

    “Two distinct brands, Draft and FCB, were merged together seven years ago,” said Murray in a global statement. “The entities have united and now have one seamless offering. It’s time to simplify our brand name as well to reflect our focused identity and direction.”

     

    Specifically, the global network will be called FCB (Foote, Cone & Belding), with an important local element celebrated market-by-market. Typically, each office will add the city in which they operate, for instance, FCB Shanghai, FCB Paris or FCB Chicago, using a diagonal line through the B and the first letter of the local moniker. In some markets we will add the name of an acquired company such as in London, where the office will be FCB Inferno, due to the local equity and relevance of the acquired company. In instances where there is an agency with specific expertise, it will take on that name, as with FCB Health. And, in rare cases, the name of a highly respected creative leader will be used to further enhance the office’s delivery and reputation. That is the situation in New York, where the agency is being renamed FCB Garfinkel.

     

    Starting today, offices will introduce the new brand name with a colourful logo design. It loosely depicts the colours of country flags from around the world, incorporating their local attributes while embodying the strength of our global network.

     

    Importantly, Howard Draft remains executive chairman and key advisor to Murray. “Howard has been incredibly supportive of me and the direction we are taking the company,” said Murray. “All of the capabilities that made Draft such an industry leader remain essential to the future of FCB, including CRM, analytics, retail and activation. We will continue to invest in and deliver on all of these while ensuring a strong overall creative product.”

     

    “I believe it’s a really great time for FCB. We have terrific talent and some early momentum. There’s a lot of potential here and I’m excited for our future,” added Murray.

     

    With nearly 140 years of communications expertise, FCB’s worldwide network spans 150 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies.