Tag: Joono Simon

Indian Terrain awards integrated creative mandate to Brave New World

MUMBAI: Creative agency Brave New World will now lead the integrated communications mandate for menswear & boyswear retail clothing brand, Indian Terrain. The agency has been entrusted with creating an integrated brand presence across its mainline advertising, store communication, online presence, and social media.

“With the company at its 20-year mark, we were on the lookout for a partner who could help us grow our foothold in the mens and boys segment while creating an engaged audience base on our social platforms. With rife competition from aggressive new players, the opportunity at hand is to keep our strong base of loyalists close while growing the demand from a new generation of people entering the workforce. The integrated team at Brave New World came across just as passionate about results as they did about creativity. We look forward to having their fresh thinking help us craft a refreshed go-to-market playbook for the brand,” said Indian Terrain CEO and MD Charath Narasimhan, speaking on the collaboration with Brave New World.

One of the country’s first integrated advertising start-ups, four-and-a-half year old Brave New World has been at the forefront of creating a new model for communication efficiency and efficacy. It specialises in the comprehensive and optimised delivery of brand communication across today’s highly fragmented media environment. “The current e-comm clutter is causing a certain degree of commoditisation of retail fashion, leaving many brands to look faceless and obtuse. As a result, most discerning customers are seeking out brands that are more meaningful and substantive. Indian terrain is a brand that has its feet rooted firmly on the ground and has nurtured a very loyal fanbase over the years. The name ‘Indian Terrain’ itself alludes to something bigger and intrinsic. We’re excited about unlocking the inherent potential it holds from a communication standpoint”, said Brave New World founder and chief creative officer Joono Simon, when asked about the new brand on board.

September 25, 2019
Myntra’s new TVC goes viral

MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week.

This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.

The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.

The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

“The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences. The recently released film is the first salvo of an integrated interactive campaign for the brand.

February 9, 2016
Myntra’s new TVC goes viral

MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week.

This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.

The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.

The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

“The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences. The recently released film is the first salvo of an integrated interactive campaign for the brand.

February 9, 2016
Ogilvy Bengaluru launches new campaign for Titan Raga

MUMBAI: Titan Raga stands for grace, femininity and sensuality and these values make their way into its exquisite timepieces and reflect in its communication.

Paying tribute to the charming, alluring woman, Raga unveils its latest collection – Raga Pearls with a campaign conceptualised by Ogilvy Bengaluru.

The latest campaign pays homage to a woman who soaks in life, lives every moment to its fullest and lets the magic and romance of the world etch her path. In this depiction, the Raga woman takes a journey that unexpectedly opens doors to self-discovery and the joy of surrendering to the moment.

On the campaign, Ogilvy South executive creative director Joono Simon said, “Everyone dreams of a chance encounter with an attractive, nameless stranger on a journey. The creative potential of this alluring fantasy has been explored brilliantly by movies and literature many a time. In the new commercial for Raga, we are trying to explore this accidental rendezvous between two absolute strangers. It celebrates the sensuous and spontaneous spirit of a woman and her Raga.”

The film opens to the Raga woman, Katrina Kaif, on a journey aboard a luxury train directed by Shashanka Chaturvedi of Goodmorning Films, the chemistry and beauty of the film is accentuated with brilliant camera work by Tetsuo Nagata, who also worked on the Oscar winning La Vie En Rose.

October 19, 2013
O&M India appoints Joono Simon as ECD for Bangalore office

MUMBAI: Joono Simon has been appointed as the executive creative director of Ogilvy & Mather, Bangalore.

Simon was previously heading Leo Burnett Solutions – Colombo as chief creative officer.

Before his Colombo stint, Simon was heading the creative team in Mudra South, overseeing the Bangalore, Chennai and Kochi offices.

Prior to that, he was senior vice president and senior creative director of JWT Chennai. He has also worked across agencies such as Contract, RK Swami BBDO, SSC&B Lintas and MAA Bozell.

Ogilvy president south Prateek Srivastava said, “We are sure that under Joono‘s creative leadership, and with the guidance of our national creative directors, Ogilvy Bangalore‘s creative reputation will shine brighter than ever before. Joono comes to us with a robust and much applauded background having won at Cannes, Spikes Asia, and at Adfest.

Simon joins Ogilvy with 18 years of industry experience and has worked on multinational brands such as Jockey, Louis Philippe, Himalaya, Signature Whiskey, Peter England, Ford, and Pepsi Foods. He was recently named in the top 50 creative rankings for Asia Pacific.

August 3, 2011