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Tag: Joy Mohanty.

  • Ad veteran Joy Mohanty turns up the .Potntial with creative role

    Ad veteran Joy Mohanty turns up the .Potntial with creative role

    MUMBAI: Joy Mohanty has been elevated as executive creative director at global brand and experience design company .Potntial. He was  the creative director before this elevation. 

    The seasoned adman has  a bulging portfolio spanning more than three decades, having cut his teeth at FCB Ulka in 1993 before climbing the greasy pole at agencies including Leo Burnett, Contract, Capital Advertising (later Publicis Capital) and Lowe Lintas.

    Mohanty’s CV boasts some enviable coups, including spearheading efforts to snatch the coveted Thums Up account from a 25-year incumbent while at Lowe Lintas. He also launched Google Pay (Tez) in India and helped create work for Google Railwire that nabbed a Cannes finalist spot in 2019.

    His creative fingerprints can be found on campaigns for automotive giants Maruti Suzuki, where he orchestrated “one of India’s most disruptive car launch programs” for Swift. One of his creations—the “Kitna Deti Hai” campaign—has been immortalised by Brand Equity/Economic Times as among “the iconic ads that shaped Indian advertising.”

    With stints handling spirits (Pernod Ricard’s Absolut, Blenders Pride and Glenlivet), technology (Google and HP), tyres (Michelin and Apollo) and travel brands (Makemytrip and Spicejet), Mohanty has demonstrated versatility across categories.

    No stranger to creative accolades, he has bagged prestigious gongs including The One Show 2002 for Dabur Back-Aid and D&AD 2002 for Dabur Capsico, which he describes as “an early example of using disruptive packaging as an advertising medium.”

    His new home, .Potntial, positions itself at “the intersection of business, culture, design and tech,” targeting startups with global ambitions and legacy Indian firms seeking a pivot. The company aims to fill what it sees as “the gap between traditional branding methods and the evolving needs of new-age enterprises.”

    For a man who once ventured into entrepreneurship with film production company Lumiere Films back in 1998, this new role might just offer the perfect canvas for his creative potential—or should we say, .Potntial.

     

  • Dentsu Creative India ropes in Dalip Daniel & Tulika Seth as directors

    Dentsu Creative India ropes in Dalip Daniel & Tulika Seth as directors

    Mumbai: Dentsu Creative India has continued to bolster its creative team with the appointment of Dalip Daniel and Tulika Seth. While Dalip has been roped in as group executive creative director, Tulika is group creative director. Both will report to Dentsu Creative India’s chief creative officer, Joy Mohanty.

    Dalip and Tulika will focus on boosting the agency’s creative competence for its existing and prospective clientele. They will design ideas that ‘create culture, change society, and invent the future by keeping modern creativity at the heart of business.’

    Dalip is a seasoned creative leader and has held leadership roles across agencies and radio stations like Ogilvy & Mather, GroupM ESP, and BIG 92.7 FM. He has worked for brands like Airtel, Nokia, Limca, Dabur, Pepsi, LG, Tata Tea, Sony, Nestle Milo, Honda, Perfetti, Horlicks, Unicef, Max New York Life, Zomato, Luminous, and Uttarakhand Tourism, to name a few. In addition to this, he has also created branded content for TV shows and launched BIG 92.7 FM in North India.

    Armed with over 16 years of experience, Tulika has received several Indian and international awards. Tulika has led creative teams at agencies like Lowe, TBWA, Grey, Innocean, and Humour Me in Delhi and Mumbai. Some of the brands she has worked with include Hyundai, Dunzo, LG, DS Group, Set Max, Dabur, National Geographic, Henkel, Anne French, and Parle, among many others.

    Speaking on the appointments, Joy Mohanty said, “Together with a superb body of work, Tulika and Danny bring with them a wealth of experience across formats. They will both play a key role in driving our agenda of creativity beyond silos. It is great to have them on board.”

    Dalip Daniel added, “This is an exciting opportunity, and I am thrilled to be joining Dentsu at such a pivotal time. Today, when you think of Dentsu, you can’t help but realise that “kuch toh naya ho raha hai iss agency mein.” So, it would be really amazing to work in such a great creative environment filled with the best of the creative minds in the industry.”

    Tulika Seth commented, “What has drawn me to Dentsu is how it has embraced digital technology in its everyday thinking, to firmly establish itself as a future-forward organisation. ‘Wholly integrated’ is the key descriptor that has really got me excited. The work that has been coming out of the agency is truly inspiring, and I can’t wait to dive right in.”

  • Joy Mohanty joins Dentsu Creative India as chief creative officer

    Joy Mohanty joins Dentsu Creative India as chief creative officer

    Mumbai: Dentsu Creative India has announced the appointment of Joy Mohanty as its chief creative officer. He will report to the company’s group chief creative officer, Ajay Gahlaut.

    Joy will be instrumental in accelerating Dentsu Creative India’s growth trajectory in the North region. He will align with the agency’s ambition and work closely with the creative teams to build solutions that have the power to transform brands and businesses through the lens of modern creativity.

    In a career spanning over three decades, Joy’s professional journey has been deeply rooted in Indian culture. He has worked on a host of brands such as Maruti Suzuki, Google, Nestle, Absolut, Thums Up, Makemytrip.com, Housing.com, HP, to name a few. In his previous roles, he held creative leadership positions in agencies like Publicis Capital and Lowe Lintas. Prior to joining Dentsu, he led Goldilocks, an agency from the Usha International Group.

    Some of the notable campaigns Joy has worked on include: Maruti Suzuki’s “Kitna Deti Hai,” Absolut’s “Colourless,” Google Search & Google Maps’s “Paanch Minute ko Paanch Minute Banate Hain,” Google Maps 2-wheeler’s “Paaon Zameen Se Door Rahenge,” Housing.com’s “Yahan Search Khatam Karo” and Google Railwire’s “#StoriesFromTheStation.” He was also a part of the “Money Made Simple” campaign for Google Pay and Google Assistant’s India launch.

    Commenting on Joy’s appointment, Ajay Gahlaut said, “Dentsu Creative is transforming into a powerhouse of creativity. We are rapidly building capabilities to stay ahead of the curve in a dynamically evolving industry. However, the tallest structures are built on strong foundations. Joy’s appointment is, thus, vital to our plan for the times ahead. He is a veteran who has worked on some of the most groundbreaking campaigns. I am certain that his experience will bring solidity and wisdom to the fresh, bubbling cauldron of creativity at Dentsu.”

    Joy Mohanty added, “I am excited to join forces with Ajay and Amit and be part of the superb talent hub they have turned Dentsu Creative into. An enviable list of clients makes this a big opportunity. I look forward to adding to the energy and doing some great work.”

    It may be recalled that Dentsu Creative India was declared the ‘Agency of The Year’ at the Cannes Lions Festival of Creativity 2022—a first-ever for India. It was a historic hat-trick, with the agency also lifting a Titanium for its “Unfiltered History Tour (UHT)” campaign, in addition to bagging three Grand Prix—another first, two Gold Lions and three Silver Lions—making UHT the most awarded work not only from India but globally.

  • Humour Me names Joy Mohanty its chief operating officer

    Humour Me names Joy Mohanty its chief operating officer

    Mumbai: Entertainment creative agency Humour Me has announced the appointment of Joy Mohanty as its chief operating officer. He will be leading the overall creative function of the agency ahead of the firm’s expansion plans.

    He will be based in New Delhi and spearhead the expansion of the new media creative shop, the agency said in a statement.

    In a career spanning three decades in advertising, Mohanty has worked with agencies like Publicis Capital, Lowe Lintas, FCB Ulka, Bates Clarion, Leo Burnett, and Contract. He has won numerous local and international awards, including the One Show, D&AD, New York Festivals, and Goafest.

    “With Joy coming on board, we want to send a signal to all our brand partners and the marketing/ advertising ecosystem that we’re here to offer up our brand of creative audacity to the world now,” said Humour Me founder Dhruv Sachdeva. “Our plan is to build and invest in one of the most differentiated creative teams, unlike what one might find in a traditional agency set-up.”

    “We are also excited about cementing a new teaching model within Humour Me, wherein we aim to give our creative talent the edge they need by up-skilling them to serve the attention needs of today. The Donald Draper days of advertising are dead, the new creative person needs to be a Twitter ninja, an Instagram poet, plus an independent creator themselves. Humour Me is more a collective of creators wanting to serve the attention economy of today, than an agency,” Sachdeva said.

    “Humour Me is a company created for the post-internet world, one in which marketing, creativity, and tech have coalesced,” said Joy Mohanty. “Today, consumers and culture are always in beta, and so should brands and ideas be forever ready to read the signals and rewire. In this landscape, Dhruv and his team have built something unique, with an enviable list of like-minded clients. I am thrilled to be here, to add my energy to the success of Humour Me.”

  • Volini gets a #PatOnTheBack from Lintas

    MUMBAI: We as children have been our parents’ top priority, sometimes even at the cost of their well-being and happiness. While the pain they took mostly remains hidden from us, can we ever give back enough? We know, we can’t; but isn’t there joy in the attempt.

    This is the premise of the new Volini #PatOnTheBack campaign. It urges us to reflect on whether we are doing enough to give back to our parents. At times, we are so caught up in our own lives, that our elderly parents’ needs are overlooked. This film celebrates the small ways in which children can give back to their parents. Just being there means the world to every parent. Volini helps in overcoming pain to create magical memories.

    Commenting on the campaign, Vidhi Salgoacar, Head of Sun Pharma Consumer Healthcare said, “Overcoming pain to create beautiful moments in life is what Volini stands for. This campaign is one of Volini’s many initiatives to reach out to the evolving audience who have endorsed and trusted Volini and made it the No. 1 Pain Relief Brand1 of the country.”

    Overcoming pain to create beautiful moments in life is what Volini is all about. Pain should never stand a chance when we are doing things that we want to. Volini stands by every son/daughter who takes the pain to reach out to their parents, especially when they need them the most. Volini supports all those who overcome pain and do something good.

    The film begins with a young man rushing through the busy streets of a bustling city. As he navigates through the crowded streets, he accidently twists his ankle and is seen to be in immense pain, but he refuses to give up. He limps onwards towards his final destination which is the finish line of a marathon. He attempts to look at the finish line through the crowds, when suddenly we see an elderly man crossing the finishing line. The young man runs, despite his injury to embrace his elderly father and celebrate this momentous occasion together. The film turns full circle with the elderly man realizing that his son is in pain, and offering him Volini for pain relief. The film ends with ‘Every child who takes the pain to be there for their parent deserves a pat on the back’. It makes us wonder ‘where are we’, when those moments pass by. And Volini as a brand has always stood for being a loyal partner in times of pain.

    Highlighting the creative thought process behind the campaign, Joy Mohanty, Regional President – North & East, Lowe Lintas said, “We felt there was an interesting space around children who go the extra mile for their parents, those who take the pain to be part of their important moments. And the brand celebrates those that are committed to this.”

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  • Joy Mohanty to head creative for Lowe Lintas, North & East

    Joy Mohanty to head creative for Lowe Lintas, North & East

    MUMBAI: Lowe Lintas has appointed Joy Mohanty as regional president – North & East. Mohanty will lead the creative function for the Delhi and Kolkata offices of Lowe Lintas reporting to CCO Arun Iyer.

    In a career spanning 23 years, Joy has worked with leading agencies in India. His last assignment was as National Creative Director, Publicis Capital, from where he moves after over 11 years. His portfolio includes work for leading clients like Maruti Suzuki Corporate, Makemytrip, Maggi, Nescafe Sunrise, Nestle Every Day, Milkmaid, Intex, Subway, Spicejet, Swift, Apollo Tyres, Suzuki Motorcycles, LG Home Appliances and others.

    Welcoming Mohanty to the agency, Arun Iyer said, “Lowe Lintas Delhi has been buzzing with some spectacular work in the recent past. Having someone like Joy Mohanty lead and drive the creative function, will further consolidate our reputation as being the most creative agency in Delhi, as also to push forward the creative agenda in Kolkata. We welcome him wholeheartedly and look forward to working closely with him to usher in an even stronger creative culture in these 2 offices of Lowe Lintas.”

    Prior to Publicis Capital, Joy was with Contract Advertising as Creative Director. Preceding that he worked as Creative Director, Enterprise Nexus and was also at Leo Burnett as Associate Creative Director. He handled brands like LML Motorcycles, Opel Corsa, Chevrolet Optra, 8PM Whisky, Thums Up, Limca, Maaza, Dabur Chyawanprash, Somany Tiles, Dabur Honey, Escotel Mobile, etc.

    Speaking about his new role at Lowe Lintas, Mohanty added: “It’s a great feeling to be part of an institution like Lowe Lintas. I have admired their work over the years. It will be an honour for me to add energy and momentum to a body of work already making waves. I can’t wait to get started.”

  • Joy Mohanty to head creative for Lowe Lintas, North & East

    Joy Mohanty to head creative for Lowe Lintas, North & East

    MUMBAI: Lowe Lintas has appointed Joy Mohanty as regional president – North & East. Mohanty will lead the creative function for the Delhi and Kolkata offices of Lowe Lintas reporting to CCO Arun Iyer.

    In a career spanning 23 years, Joy has worked with leading agencies in India. His last assignment was as National Creative Director, Publicis Capital, from where he moves after over 11 years. His portfolio includes work for leading clients like Maruti Suzuki Corporate, Makemytrip, Maggi, Nescafe Sunrise, Nestle Every Day, Milkmaid, Intex, Subway, Spicejet, Swift, Apollo Tyres, Suzuki Motorcycles, LG Home Appliances and others.

    Welcoming Mohanty to the agency, Arun Iyer said, “Lowe Lintas Delhi has been buzzing with some spectacular work in the recent past. Having someone like Joy Mohanty lead and drive the creative function, will further consolidate our reputation as being the most creative agency in Delhi, as also to push forward the creative agenda in Kolkata. We welcome him wholeheartedly and look forward to working closely with him to usher in an even stronger creative culture in these 2 offices of Lowe Lintas.”

    Prior to Publicis Capital, Joy was with Contract Advertising as Creative Director. Preceding that he worked as Creative Director, Enterprise Nexus and was also at Leo Burnett as Associate Creative Director. He handled brands like LML Motorcycles, Opel Corsa, Chevrolet Optra, 8PM Whisky, Thums Up, Limca, Maaza, Dabur Chyawanprash, Somany Tiles, Dabur Honey, Escotel Mobile, etc.

    Speaking about his new role at Lowe Lintas, Mohanty added: “It’s a great feeling to be part of an institution like Lowe Lintas. I have admired their work over the years. It will be an honour for me to add energy and momentum to a body of work already making waves. I can’t wait to get started.”

  • SpiceJet launches first TV campaign with a daily life image

    SpiceJet launches first TV campaign with a daily life image

    MUMBAI: Do you miss the delicious flavour of piping hot food or the luxury and comfort of your own space while travelling on board? SpiceJet gets up close and personal with its customers to pop these questions in a series of exciting TV commercials that the airline has launched after scripting the greatest aviation turnaround perhaps the world has ever seen!

    Decoding the phrase ‘absence makes the heart grow fonder’ and centred on a powerful consumer insight, SpiceJet in another outgoing effort is all set to grab your mind this month. Underlining the significance of a hot meal, spacious leg room and knocking off queues from your travel schedule among others, the airline flaunts a set of commercials thoughtfully placed through everyday life situations and narrated with a dash of humour.

    SpiceJet CMD Ajay Singh said “It is our grand vision to make every Indian fly which comes with the added responsibility of rephrasing ‘luxury’ for our customers. Underlining the minor details goes a long way in adding value to the ‘experience’ a brand renders and that is what our efforts are driven towards. We want to reach out to every Indian who is waiting to experience the red hot spicy affair with SpiceJet and our campaign adds a more exciting flavour to our sustained efforts.”

    SpiceJet was amongst the first low cost airlines to offer hot meals for sale on board, the first to offer dedicated extra legroom seats in a specially configured cabin, and the first to innovate in multiple other ways. While millions of travellers have relished the taste of the red, hot, spicy flying experience first-hand, the airline took a step forward to inform the mass customers about the benefits of flying with SpiceJet. The two key differentiators identified being – Hot Meals and SpiceMax

    Chief Marketing Officer Debojo Maharshi said “Our campaign mirrors the spirit of celebrating everyday moments with SpiceJet. Through fun, engaging and slice of life situations the commercial persuades the consumer to make a smarter choice by choosing to fly with us. Publicis has done a fabulous job conceiving a campaign which offers the perfect balance of messaging and drama.”

    “Our mandate was not just about creating communication for these key differentiators, but to also provide consumers with a compelling argument about why SpiceJet is the right choice for them. A strong consumer insight is what was required”, added Publicis Capital CEO Hemant Misra. 
    Publicis Capital NCD Joy Mohanty said, “The life truth was that there are times when you willingly compromise and eat a cold meal, be cramped for space, and even stand in a queue. But you never need to compromise when you’re flying, thanks to SpiceJet.”

    Conceived and created by Fingerprint Films, and directed by Karan Shetty, the campaign is already up and running across all the popular digital and social networking sites, and is set to break on television soon. Having received very positive response the campaign flags off the exciting times that lie ahead for SpiceJet.
     

  • SpiceJet launches first TV campaign with a daily life image

    SpiceJet launches first TV campaign with a daily life image

    MUMBAI: Do you miss the delicious flavour of piping hot food or the luxury and comfort of your own space while travelling on board? SpiceJet gets up close and personal with its customers to pop these questions in a series of exciting TV commercials that the airline has launched after scripting the greatest aviation turnaround perhaps the world has ever seen!

    Decoding the phrase ‘absence makes the heart grow fonder’ and centred on a powerful consumer insight, SpiceJet in another outgoing effort is all set to grab your mind this month. Underlining the significance of a hot meal, spacious leg room and knocking off queues from your travel schedule among others, the airline flaunts a set of commercials thoughtfully placed through everyday life situations and narrated with a dash of humour.

    SpiceJet CMD Ajay Singh said “It is our grand vision to make every Indian fly which comes with the added responsibility of rephrasing ‘luxury’ for our customers. Underlining the minor details goes a long way in adding value to the ‘experience’ a brand renders and that is what our efforts are driven towards. We want to reach out to every Indian who is waiting to experience the red hot spicy affair with SpiceJet and our campaign adds a more exciting flavour to our sustained efforts.”

    SpiceJet was amongst the first low cost airlines to offer hot meals for sale on board, the first to offer dedicated extra legroom seats in a specially configured cabin, and the first to innovate in multiple other ways. While millions of travellers have relished the taste of the red, hot, spicy flying experience first-hand, the airline took a step forward to inform the mass customers about the benefits of flying with SpiceJet. The two key differentiators identified being – Hot Meals and SpiceMax

    Chief Marketing Officer Debojo Maharshi said “Our campaign mirrors the spirit of celebrating everyday moments with SpiceJet. Through fun, engaging and slice of life situations the commercial persuades the consumer to make a smarter choice by choosing to fly with us. Publicis has done a fabulous job conceiving a campaign which offers the perfect balance of messaging and drama.”

    “Our mandate was not just about creating communication for these key differentiators, but to also provide consumers with a compelling argument about why SpiceJet is the right choice for them. A strong consumer insight is what was required”, added Publicis Capital CEO Hemant Misra. 
    Publicis Capital NCD Joy Mohanty said, “The life truth was that there are times when you willingly compromise and eat a cold meal, be cramped for space, and even stand in a queue. But you never need to compromise when you’re flying, thanks to SpiceJet.”

    Conceived and created by Fingerprint Films, and directed by Karan Shetty, the campaign is already up and running across all the popular digital and social networking sites, and is set to break on television soon. Having received very positive response the campaign flags off the exciting times that lie ahead for SpiceJet.
     

  • Publicis Capital elevates Joy Mohanty to NCD

    Publicis Capital elevates Joy Mohanty to NCD

    MUMBAI: Publicis Capital has elevated Joy Mohanty as its national creative director. Mohanty will continue to be based in Delhi and will report to Publicis South Asia chief creative officer Bobby Pawar.

     

    Bobby Pawar on Mohanty’s elevation said, “In the time that I have worked with Joy, I’ve found him to be who not only focused on making great ads, but also finding brilliant solutions to our clients’ problems. He is also a really good leader. His elevation is recognition of the role he has played in improving our output in the past year and the role he will play in helping us raise our game even more.”

     

    Publicis Capital chief executive officer Hemant Misra stated, “Joy is an ideal partner – cool and collected, ever smiling, assertive and brilliant. He has the ability to attract talent and harness simple yet great ideas. His ‘Kitna Deti Hai’ campaign for Maruti Suzuki is an appropriate example of this.”

     

    Mohanty has been with Publicis Capital for over nine years. In a career spanning 21 years he has worked at FCB Ulka, Bates Clarion, Leo Burnett and Contract.

     

    Some of the prominent brands he has worked are: Maruti Suzuki Corporate, Maruti Swift, Maruti A-star, Suzuki Scooters & Motorcycles, LG Home Appliances, Dabur Chyawanprash, Personal Care, Homemade, Thums Up, Maaza, Apollo Tyres, Carrier Aircon, among others.

     

    Mohanty has won numerous local and international awards, including the One Show, D&AD, New York Festivals and Goafest.

     

    On his new role Mohanty added, “I have been on a perpetual quest, trying to find ways to connect with a consumer who essentially does not want to engage with advertising. The width of brands and strength of relationships at Publicis make this new assignment a fabulous opportunity.”