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Tag: Harshad Rajadhyakasha

  • Ogilvy creates unique Raksha Bandhan gift idea for Postpickle.com

    Ogilvy creates unique Raksha Bandhan gift idea for Postpickle.com

    MUMBAI: Come festival time and brands get into an overdrive mode and Raksha Bandhan is one such occasion. Nudging consumers brands are suggesting the perfect gift for the occasion.

     

    Breaking the clutter, Postpickle.com has launched a web film with a rather unique message. The communication created by Ogilvy Mumbai urges brothers to give up the use of the cuss word “behen****” as the ultimate gift to sisters.

     

    O&M Advertising Mumbai executive creative director Harshad Rajadhyakasha said, “The idea was to get men to think twice before dragging sisters into their fights. The word is used so commonly that people don’t even give a second thought to its meaning. We want people to give that second thought. It would truly be a difficult but worthy gift for a sister.”

     

    O&M Advertising Mumbai executive creative director Kainaz Karmakar added, “The campaign launched on Friday and we have been overwhelmed by the response. We expected women to react warmly to the film but all the positive responses from the men have surprised us, in a good way of course.”

     

    O&M Advertising senior vice president Abhik Santara opined, “We have almost started to use the word as a filler – the gravity of it is seldom realised. To make matters worse, it cuts across geographies and SECs, albeit with its own regional twang. I am sure this eye opener will make people hesitate before using this word!”

     

  • Ogilvy Mumbai positions IDBI Bank as Bank aisa dost jaisa

    Ogilvy Mumbai positions IDBI Bank as Bank aisa dost jaisa

    MUMBAI: After a successful run of the elephant campaign, IDBI Bank and Ogilvy have decided to refresh the communication.

     

    While friendship was always the ultimate message in all their previous work, it was time to say it differently. Elaborating on the association, Ogilvy & Mather executive chairman and creative director, south Asia Piyush Pandey said, “Our initial thrust for IDBI Bank a few years ago had been to tell the world that just because we are a big nation-building bank, does not mean that we are not approachable to address your smallest need. And now when we look at the next step in the evolution of the communication, what better than the universal emotion of childhood friendships to symbolise the role that IDBI Bank plays in its customers’ and partners’ lives.”

     

    On the campaign, O&M NCD Abhijit Avasthi said, “When we started work on the new campaign of IDBI Bank, we were very clear that we are changing the campaign and not the values that the Bank stands for. The idea we came up with does exactly this. In an innocent and charming way we are telling people ‘What if a bank would do what a friend would do’. When you say something like this, you really don’t need to say much more.”

     

    The challenge before the creative agency was to craft the dialogues for each one of them. O&M group creative director Harshad Rajadhyakasha explained, “We wanted moments from a child’s world, because anything else would have been unfair to the campaign and fake. In one film a kid says, “One day my pant tore in school and my friend walked behind me all day to cover me.” It had to be as honest and as silly as that.”

    The campaign will see four films wherein in each one there are two kids and one kid is telling people why the other one is his or her friend. Curious’ Vivek kakkad has directed the films.