ITV

Tag: Harshad Rajadhyaksha

  • ITC Savlon presents an ode to the most caring hands

    ITC Savlon presents an ode to the most caring hands

    Mumbai: Renowned for its effectiveness in germ protection, ITC Savlon unveils the next-gen of handwashing with its ‘90% Natural Origin content’ portfolio. With vibrant new packs replete with new benefits, Savlon handwash continues to promise it’s trusted germ protection along with skin friendly benefits of soft, moisturised hands and a ‘No Nasties’ formulation devoid of parabens, silicones, triclosan and triclocarban. 

    Crafted with ‘90% Natural Origin Content’ and ingredients like orange essence, aloe vera and herbal essence, there are three variants designed for individual preferences-

    Savlon deep clean handwash’s specially designed quick lather- quick rinse formula. A first from Savlon, this variant protects from superbugs too. The wash-off feels squeaky clean with a refreshing citrus scent. 

    Savlon moisture shield handwash makes hands feel soft and moisturised, leaving a gentle floral fragrance

    Savlon herbal sensitive handwash’s pH balanced formula is clinically tested to be mild on skin to care for sensitive hands

    Post the pandemic, the changing needs of an evolving Indian consumer were observed through in-depth consumer interactions backed by digital trends identified by the in-house consumer insights sixth sense team. While germ protection remained core, the new-age Indian consumer now sought benefits beyond protection and had actively started seeking out solutions that were skin-friendly, had natural content and cared for their hands. Having been at the forefront of innovative design and disruptive thinking rooted in consumer centricity, it was time for ITC Savlon to redefine the norms once again.

    Savlon unveils the new handwash packs as a fitting tribute to hands that care. Conceptualised by Ogilvy, India, the film is a lyrical narrative that pays homage to hands that care and nurture, especially a mother’s hands, beautifully weaving in the importance of care and protection. It is an emotional and sensorial experience through visuals that resonate with every individual.

    ITC Ltd divisional chief executive, personal care products business Sameer Satpathy said, “We have often heard that change is the only constant and we believe that the emotions of love and care are the only constants that have not changed since time immemorial. Savlon unveils its refurbished new portfolio of Handwashes as a homage to hands that care and nurture.  It continues to leverage sharp consumer insights to address consumer needs and is at the forefront, driving purposeful innovation. In a refurbished look, the portfolio of Savlon handwashes highlights the design and skin friendly formulation with 90% natural origin content to enable protection and care for hands that nurture and care.”

    Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha added, “When there is a baby at home, the mother’s hands end up becoming super-hands for the baby’s care and nutrition. They are constantly in high-performance mode for every small and big task revolving around the baby. In this phase, we realized that our handwash with its high-performance credentials could play a vital tole in ‘caring for the hands that care so much.’ In bringing alive this vision, our team of Fritz and Jayesh, were so ably partnered by our talented director Afshan, who has captured the heart of this idea beautifully in the film.”

    The new refreshed packs are available nationally in retail stores, online and on ground near you.

  • Cadbury launches new campaign ‘Meetha Chuppa Rustom’

    Cadbury launches new campaign ‘Meetha Chuppa Rustom’

    MUMBAI: Mondelez launched a new campaign for its new Cadbury Chocobakes to celebrate the sweet secrets in all of us. The 'Meetha Chuppa Rustom' campaign has been conceptualised by Mondelez India  and Ogilvy. It showcases the bonding between a pregnant mother and her naughty son after he returns home from school. The thematic shows how the mother reveals the sweet secret of her young boy as he discovers the chocolaty filled center of the new Cadbury Chocobakes Cookies.

    Mondelez India associate director – marketing (biscuits) Sudhanshu Nagpal said, “With the launch of the latest TVC for Cadbury Chocobakes, we intend to bring out the Meetha Chuppa Rustom hidden in all of us and the joy of discovering the same in our loved ones. Much like how you would feel when you discover your most loved Cadbury, now in a cookie! In India, our vision specific to the Biscuits category is to ‘introduce delicious, consumer-relevant products’ weaved into daily consumption occasions. The launch of Cadbury Chocobakes is a testimony of our efforts to increase consumer relevance in a changing food landscape, to accelerate our growth momentum.”

    Ogilvy India CCOs Kainaz Karmakar and Harshad Rajadhyaksha said, "It is not very often that an agency team gets to work on the launch of a new product. And when that new product is from Cadbury, the excitement is that much special. While adhering to the brand values of the world of Cadbury, we had to create a fresh personality and proposition for this new category we were getting into – Chocobakes, baked items with Cadbury inside. Along with our team of Akshay Seth and Chinmay Raut, we started discovering and working on possible spaces. And the light-hearted yet insightful space of 'Chuppa Rustom' seemed most apt and something which could define Cadbury's presence amidst baked goods. And of course, Vivek Kakkad has brought alive the storytelling splendidly through his direction."

  • Ogilvy Mumbai creates Bournvita Lil Champs’ radio spot ‘I am February’

    Ogilvy Mumbai creates Bournvita Lil Champs’ radio spot ‘I am February’

    MUMBAI:  Ogilvy Mumbai has created a radio spot ‘I am February’ for Mondelez’s Bournvita Lil Champs’, which will have an adorable little girl’s voice talking to the listeners throughout the month of February.

    Ogilvy India – West chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha said, “Bournvita Lil Champs is a special brand with its unique tone and manner, and operates in the world of growing children. When we made the simple yet profound connection that personified February as a shorter child amongst other children, it seemed that the most compelling way to play out February’s story was in the theatre of the mind – radio!”

    They added, “Radio is one of the oldest mediums at our disposal as communicators. Yet the potential of this medium remains vast and largely untapped in the haze of so many other mediums. And it turned out to be the perfect medium for February to have her say and make her point.”

    Mondelez India associate director – marketing (gum, candy, and powdered beverages) Inderpreet Singh said, “Bournvita believes that every child is gifted and unique. Unfortunately, society measures all children through narrow lenses of marks and medals. In doing so we miss to see and recognise the “real potential” of our children. The latest work from Ogilvy for Bournvita little champions inspires parents to go beyond the narrow societal markers of height gain and weight gain and look for “real markers of growth” in children.”

  • Ogilvy creative for HUL’s Start A Little Good initiative

    Ogilvy creative for HUL’s Start A Little Good initiative

    MUMBAI: Promoting ‘Start a Little Good’, the CSR initiative of Hindustan Unilever Ltd, Ogilvy Mumbai has created a thought-provoking film centred on water conservation.

    Produced by Little Lamb Films, the film opens on an urban shower booth in the middle of a rural village. A villager steps inside out of curiosity. He turns on the shower and to everyone’s surprise, he starts drinking the water to quench his thirst instead of taking a bath. One by one, all the villagers queue up to drink water from the shower. The juxtaposition thus beautifully highlights the value of water and the need to conserve it.

    Ogilvy India vice chairman and group CCO Sonal Dabral said, “When a powerful initiative, like ‘Start A Little Good’, meets a fresh creative thought, the result is pure magic. ‘The Shower’ is a great example of the impact cut-through creativity can have in promoting critical issues like water conservation. Kudos to HUL for all the work they are doing in this area to help improve the lives of millions across India. Proud of our teams at Ogilvy for creating this brilliant moving evocative piece of work.”

    Ogilvy India (West) chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha noted, “Unless we understand the value of water, we will not be motivated to save it. This is the simple insight we had when we started to think of this film. From there came the idea of taking a city shower into a village and showing how almost half a village can drink water, in the time it takes one city dweller to take a shower. If the film punches our conscience, it is meant to. The society needs a mirror to see its behaviour and the film is holding up that mirror.”

  • Blue Star Launches Water Purifiers with Immuno Boost Technology

    Blue Star Launches Water Purifiers with Immuno Boost Technology

    MUMBAI:  Blue Star has launched a stylish water purifier with 35 models across various price points that have RO, UV, RO+UV and RO+UV+UF technologies. The models brings up an unique lmmuno Boost technology which alkaline antioxidant water that strengthens the defence mechanism of the human body and helps the body to stay healthy and function perfectly.

    Ogilvy India (West) chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “The idea of the campaign came straight from the product. The new range of Blue Star water purifiers come with a technology that improves your immunity. Babies dressed as cute warriors, armed with sippers, deliver this message in a simple and sharp manner.”

    “The challenge was not so much in writing the script but in executing it endearingly. Cajoling the kids to act and handle the sippers was fun and exhausting, in equal measure.The director, Raylin Valles, worked hard to charm the kids and get them to act,” he added.

    Blue Star chief marketing officer and head-corporate communications Girish Hingorani says, “Immuno Boost Technology enhances the pH level of water, giving alkaline water. The body tries to naturally maintain the acid-alkaline balance of the blood. But when the body is overly acidic, the system has to work even harder to maintain that balance and can lead to interference with the activity of all the cells in the body.”

    “Alkaline water helps by neutralising the acid levels of the body, boosting metabolism, hydration and immunity. Further, this technology also helps fighting with toxic free radicals by providing enough antioxidants which results in better immunity and lower damage of cells. We have been using babies in all our communication, as we believe that water given to babies is the gold standard of purity. Our brief to Ogilvy was to highlight this unique feature along with babies,” he added.

    Blue Star and Ogilvy took an innovative approach to convey this, through its campaign titled ‘Strong Babies’ using cute babies as a continuation from their previous campaign.

    Conceptualised by Ogilvy ‘Strong Babies’ an epic warrior-style TVC that showcased babies as playful little warriors, ready to take on anything that came their way. Nobody could stop them from living ‘the baby life’ to the fullest. A feet-stomping, battle theme ran over situations tied in water sippers seamlessly. It ended with a call to ‘get armed with immunity’ and telling viewers to bring home Blue Star’s new range of water purifiers with Immuno Boost Technology.

  • Savlon shows reality of mother’s love

    Savlon shows reality of mother’s love

    MUMBAI: Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to. 

    This ode by Savlon India seamlessly touches upon a powerful antiseptic insight that when we are hurt we subconsciously call out to our mothers. We instinctively utter ‘amma’, ‘mummy’, ‘aai’, ‘maa’ etc, all proof of the fact that we are so deeply connected with our mothers. The film directed by Shashank Chaturvedi of Good Morning Films is a montage of athletes, the pain they go through and the two things that keep them going – mother’s love and Savlon.

    ITC Limited chief executive of personal care products business Sameer Satpathy says, “It’s a lovely film. It makes mothers and children share the same emotion of love and trust.  The film stays true to the core brand promise of performance power and the healing touch of mothers.”

    Ogilvy & Mather CCO Kainaz Karmakar and Harshad Rajadhyaksha add, “The power of the film lies in the human insight that the first person we think of when we get hurt is our mom. Savlon salutes the healing power of mothers, because moms know how to heal with love and gentleness. This truth will connect across geographies and languages.”
     

  • A boy is inspired to wash in HUL’s Comfort ad

    A boy is inspired to wash in HUL’s Comfort ad

    MUMBAI: Comfort, with its latest campaign, takes a small step towards ‘breaking gender stereotypes’ that exist within the household, showing how a small step in the right direction, can often make a big difference in life.

    A ‘small step’ in the right direction can end up making a ‘big difference’ in life – this is a familiar truth, with proverbs written in various languages alluding to it. The latest campaign from Comfort – ‘Chota Step, Badi Baat’ – looks to drive home this very message.

    In the ad, a mother notices that her children are conditioned to think that laundry is something that only her daughter will have to learn. She astutely changes this mindset, by getting her son involved in the washing process, thus demonstrating that it is equally important for both the son and daughter to learn this. 

    Hindustan Unilever executive director – home care Priya Nair said, “One small lesson from the mother, asking the son to learn this, is a big step towards impacting the social conditioning on gender.”

    Ogilvy chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha said, “The idea was born very simply from Comfort’s product proposition – How one small step of using Comfort after wash, has a significant impact on one’s clothes.”