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Tag: K S Chakravarthy

  • Chax quits FCB Ulka

    Chax quits FCB Ulka

    MUMBAI: FCB Ulka’s national creative director K S Chakravarthy aka Chax has quit.

     

    As per industry sources, Chax is serving his notice period and will soon go on a short break. “Yes, he has quit but as of now he is not joining any other agency,” says the source.

     

    Chax had joined Ulka in 2008 and had been overseeing all the work for creative, digital and interactive divisions of the agency.  With career spanning close to 35 years, Chax has worked on a variety of brands including Tata Docomo, Tata Motors, ITC, Coke, Cadbury, Lever, P&G, Goodyear and Reebok.

     

    An Electrical and Electronics engineer by education, Chax started his career as a copy-trainee with Clarion (now Bates 141), he then moved to JWT and then, Enterprise. He later joined Chaitra (now Leo Burnett) after which he went on to set up his own production house – Persistence of Vision. During this time he was voted as one of India’s most respected ad film directors. He moved back to Rediffusion Y&R before joining FCB Ulka.

     

  • Draftfcb+Ulka creates new campaign for Amul Mithaimate

    Draftfcb+Ulka creates new campaign for Amul Mithaimate

    MUMBAI: Draftfcb+Ulka has rolled out a new campaign for Amul’s Mithaimate.

     

     “The TVC brings alive the versatility of Amul Mithaimate by showcasing desserts, from the world over, that can be made with it. It opens up the viewer’s mind to the endless possibilities that exist with the brand with the option of accessing these recipes at the Amul website. From the all-time favourite Gajar Halwa to the Brazilian Chili Chocolate cake, Amul Mithaimate can truly bring the world to your dessert plate.” said Draftfcb+Ulka Group creative director Haresh Moorjani

     

    Commenting on the advertisement, GCMMF MD RS Sodhi said, “The TVC has a ‘global’ feel and explores delightful opportunities using Amul Mithaimate. It is sure to attract eyeballs.”

     

    Highlighting the relationship the agency shares with Amul Draftfcb+Ulka COO Nitin Karkare said, “This TVC is testimony to our sweet relationship with Amul. I am extremely glad and excited that we are focusing on the condensed milk category as there is a huge potential thanks to our superior product and the power of the Amul brand.”

     

    The creative team behind the TVC is K S Chakravarthy, Subodh Poddar and Haresh Moorjani.

  • Draftfcb+Ulka’s tribute to our national heroes

    Draftfcb+Ulka’s tribute to our national heroes

    MUMBAI: On the occasion of completing 67 years of Independence, Mumbai Police and Mumbai Traffic Police in association with Draftfcb+Ulka have initiated a new idea to pay tribute to our lost heroes, who have sacrificed their lives for the country and for us.

    The advertising agency has created a hoarding which will urge fellow Indians to remember those who sacrificed their lives for our country by observing a moment of silence. But with a novel twist – the agency is asking people to send a blank tweet with the hashtag #AMomentOfSilenceForOurHeroes as a mark of respect for our brave heroes.

    Joint commissioner of Police, Traffic Vivek Phansalkar said: “We dedicate this Independence Day to our lost heroes. This is a brilliant initiative and we support it.”

    Draftfcb+Ulka advertising national creative director K S Chakravarthy said: “I absolutely loved the idea the minute I saw it – it is simple, it asks for just a minute, and the novel idea of asking for a blank tweet as a symbolic ‘minute‘s silence‘ will, we hope, help to make people pause and reflect – for much longer than a minute – how much the nation owes those who went before.”

  • Draftfcb Ulka creates Amul: Eats Milk with Every Meal campaign

    Draftfcb Ulka creates Amul: Eats Milk with Every Meal campaign

    MUMBAI: Eats Milk with Every Meal is the new Amul campaign. Executed by Draftfcb Ulka, the campaign showcases the goodness of the entire range of Amul

    products. The brand had earlier positioned milk as ‘Worlds original energy drink‘ in its campaigns. The campaign is a step towards educating Indian consumers of the goodness of milk and milk products.

    Eats Milk with Every Meal is a print campaign that brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The tone of the campaign is quirky and resonates well across audiences. The press campaign will be published in leading national English dailies. The campaign will be extended in the digital space too. An app on Facebook and a microsite will also be designed where users can create their own memes with messages using their friends‘ pictures.

    GCMMF managing director R S Sodhi stated, “Milk and milk products form an integral part of the diet of every Indian. However, in this era of fast food, we do not want the goodness of milk in our food to be compromised. This campaign forms a part of our efforts to re-position milk and make our entire range of Amul dairy products trendy and appealing to all.”

    Draftfcb Ulka group creative director Haresh Moorjani said, “The idea was to make dairy products part of consumers daily diet but in an exciting and interesting manner. Leveraging popular culture inherent to the brand, we strategised a digital campaign Eats Milk with Every Meal – Create your own Meme.”

    The Create your own meme application enables the youth to create, participate and share memes socially. “The memes are ideal tools to generate online chatter and aid virality for the brand in the social space. The application is hosted on the microsite via Facebook social login. In print we have designed a series of 100 cc ads all appearing on the same day in one newspaper for impact,” added Moorjani. 

    The core target audience for the new Amul campaign is housewives and youth for print and digital campaigns respectively. Amul plans to extend the campaign on other mediums as well.

    The TVC was headed by national creative director K S Chakravarthy. The creative team comprised Haresh Moorjani, Mehul Patil, Bhushan Pandit, Varun Sharma and Chaitanya Joshi. Account Management was handled by Ruta Patel, Pranay Merchant and Rohan Patil.

  • Draftfcb Ulka Delhi gets Burma as group creative director

    MUMBAI: Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as group creative director. He comes in from JWT Delhi where he was the vice president, creative. He has also worked with agencies like Contract and Bates.

    Draftfcb Ulka Advertising national creative director K S Chakravarthy (Chax) said, “Sachin is a natural-born big ideas guy who enjoys working on big, challenging brands as much as he enjoys doing fun creative stuff. I am confident he will effortlessly fit into our high quality team in Delhi, and help drive our creative agenda.”

    Draftfcb Ulka Advertising, Delhi COO Sanjay Tandon said, “In Sachin, beyond the competence, I see values that are dear to us – stability, team work & desire for excellence. He joins the senior team to push us faster towards where we want to go…creating game changing ideas that Build BrandWealth.”

    Burma said, “I have always liked the Draftfcb Ulka way of thinking and wanted to become a part of a team that cherishes common values.”

    Referring to Arvind Wable, advisor to the Board, Burma stated: “Arvind‘s long term belief in a ‘happy people culture‘ and its effect in building a strong business for over 20 years, was a convincing factor in my decision. And being hired by Chax was indeed a high.”

    He comes to the team having built his credentials across several marquee brands like Hero, Airtel, Nokia, Pepsi, Timex, GSK and Dabur and having earned recognition at all premiere advertising forums like Effies, Goafest and D&AD.

  • Tata Swach uses popular tongue twister rhyme ‘Chandu ke Chacha’ in new campaign

    NEW DELHI: Tata Swach Nanotech Water Purifier has launched a new ad campaign that emphasizes on silver’s antibacterial qualities, using an alliteration of the popular ‘Chandu ke Chacha‘ rhyme.

    The new ad campaign showcases the advanced silver nanotechnology used by Tata Swach to enhance silver’s purification power without any use of harmful chemicals, thus delivering safe and pure drinking water.

    The TV commercial has been created by Draft FCB+ULKA. It will be aired on major TV channels, including high impact properties from 17 November onwards. The campaign will be carried across television, print, radio, online and social media platforms.

    Speaking about the new campaign Tata Chemicals COO, Consumer Product Business, Ashvini Hiran said, “Tata Swach combines technology, performance, design and convenience which makes it unique and one of the most innovative water purifiers in today’s age. The new ad campaign aims to connect with the consumers and make them aware about Tata Swach’s use of silver nanotechnology- with silver being a well known and effective purifying medium- for providing safe drinking water. The communication through this ad campaign effectively conveys that Tata Swach is a smart choice for safe drinking water.”

    Draft FCB+ULKA national creative director K.S. Chakravarthy added, “It was a bold strategy by Tata Chemicals to use silver as a product differentiator for Tata Swach. The challenge we met was to reintroduce the Indian household to the power of silver and then exhibit how Tata Swach has further enhanced its efficacy. Our film uses an alliteration of the popular Chandu ke Chacha rhyme which we are confident delivers on this objective most effectively. We hope the consumers love and appreciate the nuances of the ad. Here’s wishing Tata Swach all the success with this film.”