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Tag: Gauri Sawant

  • Women of industry band together to form Oon

    Women of industry band together to form Oon

    MUMBAI: A fresh collective of leading women professionals has launched Oon, an integrated marketing communications firm that aims to simultaneously serve clients with top-tier expertise and create a collaborative platform for independent women professionals.

    The brainchild of industry veteran Rekha Rao, who boasts nearly three decades of experience spanning advertising, film production, public relations, and corporate communications, Oon (a dialectal version of “one” in British English) is putting a distinctly feminine spin on the marketing world.

    “Over the years I have seen women navigating multiple challenges to thrive and succeed in the punishing marketing, media, and communications industry,” says Oon founder & chief executive Rao. “This wealth of potential and experience with women who are already successful and those who have immense talent but need the opportunity inspired me to create something unique.”

    The powerhouse network includes a veritable who’s who of female talent—marketers, entrepreneurs, strategists, journalists, content specialists, art directors, filmmakers, and advocates from LGBTQAI+, PwD and sustainability communities. The collective also features digital marketers, influencers, and practising professionals including doctors, lawyers, chartered accountants and academicians—each bringing at least 15 years of experience to the table.

    From design and advertising to PR, content to reputation management, digital marketing to policy advocacy, Oon curates bespoke teams tailored to diverse client needs from their pool of experts. The firm offers solutions across the communications spectrum, with experience spanning global brands, corporate leaders, start-ups, and entrepreneurs.

    Rao, known for her out-of-the-box thinking and penchant for large-scale campaigns that have garnered over 100 awards, envisions Oon as “not just an agency—it’s a movement” representing the “49.75 per cent of the world that is women.”

    The Oon collective includes an impressive roster of specialists, including creative strategist Amee Sanghvi, strategic growth partner Anshul Mishra, award-winning journalist Anusha Subramaniam, and transgender activist Gauri Sawant serving as LGBTQIA+ counsel.
     

    oon collective

    For clients seeking fresh perspective in marketing communications, OON promises a distinctive approach—delivering campaigns that don’t just target audiences but genuinely speak to them, all while advancing opportunities for women in the industry.

    The Oon Collective:
    o Amee Sanghvi- Creative and Design Strategist | Creative Brand Partner, Oon
    o Anshul Mishra- Strategic Growth Partner | Scale-up Specialist | Marketing Counsel @ OON
    o Anusha Subramaniam – Award-winning journalist | Content Consultant | Inclusion Advocate | Strategic Content Counsel @ OON
    o Dipali Sikand – Serial Entrepreneur | Women Empowerment Champion @ OON
    o Gauri Sawant- Transgender Activist | LGBTQIA+ Counsel @ OON
    o Gayatri Ramanathan – Sustainability & ESG storytelling expert
    o Minari Shah- Corporate and Brand Narratives | Building Leaders of the Future | Corporate and C-Suite Reputation Counsel @ OON
    o Nitisha Agrawal, Nitisha Agrawal | Founder & Director, Smokeless Cookstove Foundation | Access to clean energy & climate adaptability for the most marginal communities | Climate Change from the Grassroots Specialist @ OON
    o Pallavi Mutalik Hebbar, Consulting & Risk Advisory,Geopolitics,  AI Counsel @ OON 
    o Renuka Sanghvi, Mental and Emotional Health Counsel @ OON
    o   Roopa Arun, Educationist | Policy | Institution Building | Education Industry Counsel @ OON
    o Sangita Thakur – Founder, Ashtavakra Accessibility Solutions | PwD Counsel and Inclusive Communications Strategist @ OON
    o Sowmya Raman- Organisational Transformation | Change Management Specialist |  Talent and Internal Communications Counsel @ OON
    o Talish Ray, Partner, TRS Law Offices | Policy and Law | Legal Expert @ OON
    o Wei Ling Chiu, Founder & Chief Client Engagement Officer, Be Bold | B2B and Enterprise Technology Counsel @ OON

    The OON Partners:
    o Preeti Juneja, DreamWeb India | Personal Branding Partner, OON
    o  Rachana Chowdhary, Founder & CEO, MediaValueWorks | Partner, OON
    o Smita Uchil, Co-founder, Mavendoer | Digital Partner, OON
    o Wei Ling Chiu, Founder & Chief Client Engagement Officer, Be Bold | B2B and Enterprise Technology Partner @ OON

     

  • Will never look at rebranding Vicks: P&G India

    Will never look at rebranding Vicks: P&G India

    MUMBAI: Nearly all of us remember the Vicks ad that went viral last year featuring transgender social worker Gauri Sawant and her daughter Gayatri. The ad touched and moved many. In the second phase of the campaign, Vicks has launched a new digital campaign for its #TouchOfCare brand proposition.

    ‘One in a Million’ is yet another inspiring story, this time of Nisha, a young girl who has Ichthyosis, a genetic skin condition. The transformation of Nisha due to the love and care provided by her adoptive parents Aloma and David Lobo, forms the crux of this digital video.

    Created by Publicis Singapore, the story is a first-person narrative by Nisha, an orphaned girl with Ichthyosis who was abandoned by her biological parents when she was just two weeks old.

    Ever since the company launched its first digital movie in 2017, people have been curious and anticipating #TouchOfCare to turn into a series and a long term campaign. Though the multinational corporation did not see the campaign becoming this big and receiving the response that it did, P&G Healthcare regional associate brand director for Asia Maithreyi Jagannathan said that the objective of the campaign was to drive on the equity of the brand and make it beyond just a cough and cold brand so that people don’t think of P&G only when they are sick.

    2017 Vicks #TouchOfCare ad:

    The new digital campaign is another example of cause marketing that seems to be the recent trend in the industry. Nearly everyone wants to associate with a cause and showcase that in their advertisement. It may often become a challenge for a marketer to distinguish the media spends between cause driven campaign and functionality driven campaign. P&G however seems to have it sorted as Maithreyi confirms that while this is more of a creative campaign, the company will continue to use its functional campaigns on all media platforms.

    The Gauri Sawant film went massively viral on digital as it was a digital-first campaign and only after the team saw the phenomenal response it received, it decided to leverage other traditional mediums to promote the campaign. Similarly, for this second phase of the campaign, while it has kicked off with digital, as and when the campaign grows bigger, it will use a mix of television and print to reach the masses.

    Content driven marketing is becoming larger by the day and P&G does not want to be left out on it. Mentioning that it has to be a balance between data driven content and functional advertising, Vicks India country marketing manager Ritu Mittal added, “Content driven marketing is a lot more data driven today because the clear objective is that you need more people to see it. Nobody will share functional advertisement on their social media but thousands will share a powerful content.”

    2018 Vicks #TouchOfCare ad:

    Vicks has been around for over a decade and many may see the brand as a grandmother brand that the Gen-Z may not completely resonate with. So much so that the formulation for Vicks hasn’t changed in the last 128 years. So, is there a dire need for brand Vicks to reinvent itself? P&G clearly doesn’t seem to think so. Mittal said, “You change the brand positioning only when the brand is not working and Vicks has been doing great numbers for us and so we don’t need to rebrand the product.”

    Whether the decision to stick to the traditional form of Vicks works for or against the brand, only time will tell. But maybe the #TouchOfCare campaign was indeed a saviour for the company to get the millennials’ eyeballs as they are all about cause buying.