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Tag: Kartik Iyer

  • Happy mcgarrybowen creates film for Jabong’s Showstopper Festival

    Happy mcgarrybowen creates film for Jabong’s Showstopper Festival

    MUMBAI: Online fashion destination, Jabong, will launch a four-day shopping extravaganza, the Showstopper Festival, between 27-30 April.

    Targeted to fashion aficionados, the festival will showcase an exquisite collection from renowned international, luxury, designer, beauty, accessory and athleisure brands.

    To support the festival, Happy mcgarrybowen has launched its latest campaign for urban fashion-forward customers. A digital-first approach has been adopted for the campaign, and is supplemented by outdoor, cinema and radio. The core campaign thought, #FashionGuilty, builds a world for the showstoppers, where mediocrity ceases to exist.

    Jabong VP for brand marketing Gaurav Kackar says, “Showstopper Festival is an ode to the fashion forwards and the trend makers. Every aspect of our campaign comes from a simple insight that being #FashionGuilty is something you wear on your sleeve proudly. The visualisation of the commercial is powerful, eclectic and high on fashion quotient portraying the free-spirited, who defy mediocrity. It encapsulates the essence of the brand, as a curator of best in class labels and high-end fashion.”

    Happy Mcgarrybowen CEO Kartik Iyer adds, “The thing about those who fiercely love fashion is that they don’t care about what others think. Some people have a certain boldness about them. The Showstopper Festival is for such people. The film brings this thought alive with the showstoppers celebrating their uniqueness, even if they are being judged for who they are.”

  • Suzuki Motorcycle rolls out phase 2 of #KamPeetaHai campaign

    Suzuki Motorcycle rolls out phase 2 of #KamPeetaHai campaign

    MUMBAI: Post receiving a great response for Suzuki Access 125 campaign of Kam Peeta Hai, Suzuki Motorcycle India, a subsidiary of two-wheeler manufacturer, Suzuki Motor Corporation Japan and Happy mcgarrybowen have rolled out the second phase to the campaign for their flagship scooter brand. The campaign line is a quirky yet bold take on the two-wheeler’s superior mileage. Suzuki Motorcycle India has launched three more ads as a part of its second leg. 

    Suzuki Motorcycle India EVP of sales and marketing Sajeev Rajasekhran says, “Suzuki Access 125 is one of the bestselling scooters in the 125cc segment in the premium product category in India. Post the success for ‘Kam Peeta Hai’ TVC, we have now rolled out the second phase of the campaign further strengthening its popularity in the market and drive purchase consideration. The series of TVC reinforces the greater functionality, benefits, and mileage for Suzuki Access 125. The campaign showcases situations during day-to-day activities to connect with the customers.

    The campaign series shows scenarios from daily lives and turns them into a humorous yet bold take when Access 125 performance is in question. It is a unique way to differentiate Suzuki Access 125 from the other two-wheeler while highlighting its strengths.

    Happy Mcgarrybowen CEO and co-founder Kartik Iyer adds,“There is no greater proof about the success of a campaign than the direct impact on business. What is even more encouraging to know is the fact that new customers are walking into showrooms asking to be shown the scooter that drinks less (Kam Peeta Hai). All due credit to the teams that worked on this campaign, especially the client for seeing the potential in a seemingly simple idea.”

    The campaign will continue to have a 360-degree approach including print, outdoor, and digital platforms, besides the TVC format.

    Suzuki Access 125 is a premium scooter loaded with features such as chrome styled headlamps, easy self-start, digital speedometer and a mobile charging socket as standard equipment. The scooter is also available with an optional front disc brake.

  • Happy mcgarrybowen to handle BharatBenz’s creative and media mandate

    Happy mcgarrybowen to handle BharatBenz’s creative and media mandate

    MUMBAI: Happy mcgarrybowen has been selected by Daimler India Commercial Vehicles (DICV) as the agency on record for its BharatBenz brand, known for its range of modern trucks and buses. The appointment followed a multi-agency pitch held in Chennai.

    Happy mcgarrybowen, the creative agency from the Dentsu Aegis Network, has been brought on board to manage the integrated mainline and digital communication mandate for BharatBenz trucks and buses, along with the media duties for the brand. The brand will be handled out of Happy mcgarrybowen’s Bangalore office.

    The BharatBenz brand is tailored for the Indian market and its demanding customer requirements by Daimler AG, the world’s leading commercial vehicles manufacturer with a global reach. First unveiled in February 2011, it celebrated its market launch in September 2012. By end of 2017, more than 60,000 BharatBenz vehicles had already been handed over to customers – an unprecedented ramp-up in the Indian CV industry. BharatBenz trucks and buses are sold and serviced through a pan-Indian network of more than 130 touch-points which is also continuously being expanded beyond the tier-2 and tier-3 cities.

    On the partnership, DICV vice president of marketing and sales Rajaram Krishnamurthy says, “We are happy to have Happy mcgarrybowen on board. We will be reaching out to more and more customers in the coming years, and we are counting on their expertise to deliver successful integrated traditional and digital campaigns for BharatBenz.”

    Happy mcgarrybowen chief executive officer Kartik Iyer adds, “It’s been a year of automobile account wins for us at Happy mcgarrybowen. First 2 wheelers, then 4 wheelers and now 14 wheelers. It’s an honour to be chosen to work on a brand like BharatBenz. Their patience to get the right solution and their appreciation for quality is something we have already enjoyed in the short span of working together. We are extremely positive about this partnership and we look forward to growing their market share in the country.”

  • India ad spend to grow by 12.5% in 2018: DAN report

    India ad spend to grow by 12.5% in 2018: DAN report

    MUMBAI: The advertising spend in India is expected to grow by 12.5 per cent in 2018 from 9.6 per cent last year, according to Dentsu Aegis Network’s latest ad spend report.

    Asia Pacific ad spend growth is forecast to accelerate to +4.2 per cent in 2018, up from +3.5 per cent in 2017. The region is forecast to be the leading contributor to global ad spend growth in 2018, contributing 39.7 per cent, $8.1 billion of the total $20.3 billion incremental global increase, led by markets China, Japan, India and the Philippines. 

    Events will play an important role in 2018 – Winter Olympics, Commonwealth Games, Asian games and state elections are all expected to stimulate ad spend growth. However, a slowing of growth in markets like Australia and China can be attributed to multiple contributing factors such as a naturally maturing market, ad fraud and data accuracy issues on top of a general economic slowdown.

    Digital media channels will continue to power ad spend growth and mobile will go from strength to strength, reaching $121.1 billion having overtaken desktop as a share of total digital spend in 2017. Desktop will continue to lose global share (-1.5 per cent since 2016), versus mobile’s gains (8.2 per cent since 2016).

    Video and social will also drive growth within digital ad spend, powered by smartphone take-up and mobile-video in particular. Programmatic spend will rise by 23 per cent as established players and startups compete over ad tech. 

    Dentsu Aegis Network CEO Jerry Buhlmann says, “The latest ad spend forecasts show a market in transformation, but not recession. The challenge for brands is to navigate an uneven economic outlook alongside a rapidly evolving tech & innovation landscape. In many markets, disruptive innovation – from mobile, voice activation and new ad tech players – is still providing new sources of growth and we forecast this trend will continue into 2018.”

    Dentsu Aegis Network Asia Pacific CEO Nick Waters adds, “Asia Pacific continues to lead the growth in digital ad spend. With the region’s fast adoption of technology and innovation, there will be a substantial shift towards mobile and smart devices. As a result, mobile online video ads will be the main drivers of growth within digital ad spend across the region. Data continues to be central to our business in Asia Pacific and with better understanding of new technologies, structures and models for business growth, agencies must help brands move from being disrupted to disruptor.” 

    Dentsu Aegis Network India Media Brands and Amplifi president Kartik Iyer mentions, “In India, the significant improvement in availability of high-speed networks at a lower cost is making a huge impact in the efficiency metrics of digital media. This will continue and therefore will support the faster growth of digital advertising. As marketers, we need to be prepared to harness this change and maximise engagement with our customer and thereby deliver higher returns for our brands. As an agency group, DAN has over-invested in this area and today has the largest, most experienced group of companies which are harnessing this rapidly changing area.”

    Also Read:

    Dentsu launches Amplifi, with Kartik Iyer and Sujata Dwibedy as leaders

    Dentsu X appoints Arabinda Ghosh as CSO

  • Fastrack asks people to Shut The Fake Up

    Fastrack asks people to Shut The Fake Up

    MUMBAI: Long before people knew what cool was, there was Fastrack! Customary and conventional, are words you would never find in Fastrack’s vocabulary. Known to break stereotypes, in its new campaign, Fastrack yet again bears the flag of defiant thought for the youth and by default, the future.

    Do you know someone who puts up a filter for the sake of it? Someone who uses a hashtag not knowing what it stands for or goes to parties just to be socially relevant? Do you laugh at things you don’t find funny or do you spend too much time in front of the mirror at the gym than the weights? Fastrack has four real words for you-Shut the Fake Up!

    Brought to life in the film by Happy McGarrybowen, Fastrack urges this very philosophy. With this campaign Fastrack challenges the norms and carves a pathway for millennials. Be it being big and beautiful, being online or offline, or simply being different and unique in your own way. It’s all about being real – online and off it.

    Titan chief marketing officer Suparna Mitra says, “Following our tradition of being in tune with the language of the youth, this campaign fits in, seamlessly. Fastrack has always spoken the language of the you.th and this TVC is no exception. Set in a relevant background, the film represents many quintessential elements to today’s youngster; from a simple chat, to actually meeting the person. The TVC borrows from the archetypal ‘boy meets girl’ narrative and showcases two versions of your life – with and without Fastrack.”

    Fastrack head of marketing Ayushman Chiranewala adds, “Fastrack being a young brand has always been the candid voice for the millennial generation. The brand has always stayed true to being unapologetic and bold in its communication. The new ‘Shut the Fake Up’ campaign is testament to the brand’s longstanding philosophy of being true to yourself and breaking status quo. As part of the larger campaign, the brand looks to ignite amongst its audience the thought of living their lives on their own accord, and we at Fastrack celebrate this individuality.”

    Today’s youth have everything that the world has to offer. From Facebook to Twitter and Snapchat to Instagram, there is nothing too obscure for this generation. “Shut the Fake Up” is Fastrack’s appeal to its audience to break free from the social façade. Narrated at breakneck pace, the commercial holds up a mirror to present-day behavior on Social Media that glorifies putting on a show for adulation. Taking pictures of food, or dressing up for the attention – a tireless display of oneself online, to fake an identity online that barely matches one’s real-world self. A story told in two parts, it contrasts two ways of approaching courtship. One by hiding behind the facade of Social Media currency and the other though sheer, honest self-expression.

    Happy Mcgarrybowen CEO Kartik Iyer mentions, “The common thread we found was that the youth today are less and less afraid of baring themselves and showing who they truly are. We thought this was a great point of view for Fastrack to stand up and own.”

    The campaign is being run on television along with extensive engagements on social media. Lowe Lintas, Bangalore continues to manage the brand’s creative duties.

  • Suzuki highlights low fuel usage in new campaign

    Suzuki highlights low fuel usage in new campaign

    MUMBAI: Suzuki Motorcycles India has launched a new series of campaigns for its hugely successful Access range of scooters. Created by Happy mcgarrybowen, the campaign line “Kam Peeta Hai” is a humorous yet bold take on Access’s stand-out feature, the superior mileage.

    The film series shows how even the most mundane, everyday scenario can take a turn for the bizarre when an Access is in question. The campaign is set to blaze the trail with a series of films, digital amplification, print and outdoor activations on a national and regional level. The campaign aims to make “Kam Peeta Hai” a household lingo, and Access a household name.

    Suzuki Motorcycle India Limited EVP of sales and marketing Sajeev Rajasekhran says, “Access is the favourite and bestselling 125cc segment scooter in India. With more than three million units sold so far, the Access combines superior performance with economy. We recently launched the new campaign line ‘Kam Peeta Hai’ for Access with the objective of strengthening this positioning in the market as a mileage efficient and technologically superior scooter that offers greater functionality benefits, and reinforce our customer’s reason to believe in the product. It is a humorous yet bold take on Access’s stand-out feature, the superior mileage.”

    Happy mcgarrybowen CEO and co-founder Kartik Iyer adds, “India has always been obsessed with mileage. And the scooter category is no different. We wanted to come up with something that sticks and has a ring to it when flagging-off the big feature of the Suzuki access 125. ‘Kam Peeta Hai’ is a big idea and has infinite possibilities. The initial reaction to the campaign has been very welcoming. And we expect to have a lot of fun with the idea in the days to come.”

  • Dentsu elevates Kartik Iyer as president – Media Brands and Amplifi

    Dentsu elevates Kartik Iyer as president – Media Brands and Amplifi

    MUMBAI: Dentsu Aegis Network has strengthened its media group across Carat and Vizeum to provide a future-proofed, digitally ahead, holistic solution to clients. Kartik Iyer has been elevated to president, Media Brands and Amplifi.

    Dentsu Aegis Network chairman and CEO South Asia Ashish Bhasin said, “To enable a more future ready product for our clients, our media agencies have been reorganized for the rapidly changing market environment under the unified leadership of Kartik Iyer who has been leading our fastest growing media agency, Carat, for over eight years now. He will be responsible for enabling the continued fast track growth of the brands and will provide senior executive council level oversight to the media brands, in addition to his Amplifi responsibilities.”

    Speaking on the next steps for Media Brands, Kartik Iyer, President -Media Brands and Amplifi said, “I am delighted to have been given this opportunity and look forward to working with the agencies in their growth path over the years. Carat is future proofing to take on the new opportunities that the market dynamics have provided in order to be able to provide world class service to our clients. Rajni Menon as CEO of Carat and Joydeep Raha as CEO of Carat Context will be leading their respective agencies.”

    “Rajni is a true blue One DAN exponent. In the past 8 years that Rajni has been with Carat, she has led some of the agency’s most significant developments in capabilities, especially in the area of ICP, CCS, CCS Planner, Multiscreen planning (TV Stack) and Digitizing of Carat, which has enabled the entire group to deliver more consumer focused and business oriented solutions and is best placed to drive it to the next level. Joydeep has been a pillar in the growth path that Carat has seen over the years, particularly in the South markets. With his focus on business growth backed by delivering integrated solutions, he has constantly been adding business for the group. Further, Himanka Das will be taking over as CEO of Vizeum. Himanka has been a part of Dentsu Aegis Network Media leadership for the last 5 years and has a proven ability in managing and growing client relationships both Multinational and Indian,” Iyer added.

    Shripad Kulkarni has decided to pursue interests outside of the company after the end of this year.

    Speaking on Shripad, Bhasin said, “Shripad has contributed significantly to the growth of Vizeum in India. His focus on business and managing client relationships has enabled Vizeum to grow from strength to strength in the last 2 years. We wish him all the very best in his future endeavours.”

    Speaking on the future plans, Iyer said, “The Leadership of our Media group will continue to focus on delivering Business Outcomes and Digitally Ahead solutions. Over the next few weeks, each of the agencies will be setting up their plans for the coming years and you can expect some very significant initiatives in this area by each agency. Rajni, Joydeep and Himanka, as leaders of their respective media agencies, will continue to innovate the way brands are built.”

  • Dentsu launches Amplifi, with Kartik Iyer and Sujata Dwibedy as leaders

    Dentsu launches Amplifi, with Kartik Iyer and Sujata Dwibedy as leaders

    MUMBAI: Dentsu Aegis Network has announced the launch of Amplifi in India under the Executive Sponsorship of Kartik Iyer, President Media Agencies and Amplifi.

    ​​​​Amplifi is the media investment arm of The Dentsu Aegis Network, comprising four specialisations – Investment Management, Global Media Partnerships, Amnet and The Story lab.

    Speaking on this launch, Ashish Bhasin Chairman & CEO South Asia said, “We are excited to launch Amplifi in India under Kartik’s leadership and bringing together the four key capabilities under one structure. In today’s world, our media partners have much more to bring on table for our clients, than just media inventory.  Amplifi’s is uniquely placed to drive this supply-side convergence by harnessing data, technology, insight and content to help all members of the Dentsu Aegis Network operating model.”

    As part of this launch, Sujata Dwibedy is taking over as the Group Buying and Trading Head from Harsha Joshi who has decided to explore options outside the company. On Harsha’s association with the group, Ashish Bhasin said, “Harsha, with her vast experience, has been a huge contributor in the growth of the media group. We wish her all the very best for her future.”

    Kartik Iyer, President Media Agencies and Amplifi said, “Our constant endeavour has been to bring best in class solutions for our clients that enable their business growth. The launch of Amplifi is another step in that direction and I am very excited with this opportunity.”

    Further, speaking on Sujata’s appointment, Kartik said, “Sujata, with over 20 years of media trading and strategy experience, has extensively worked across sectors such as FMCG, telecom, airlines, finance, alcohol and beverages and has led teams in the areas of planning, research, buying and strategy. Her holistic perspective will enable a better integration of all buying and trading functions across the group, in both online and offline media. Sujata will be supported by Prashant Nandan who has over 10 years of expertise in strategic digital marketing, media planning, media buying and content marketing across agencies like Isobar, Maxus and Motivator. Over the past 3 years, he has been leading buying for Isobar and now moves to Amplifi to deliver the digital buying and trading expertise to the group.”

    Speaking on her appointment as Group Buying and Trading Head, Dwibedy said, “I am delighted to have been chosen for this responsibility to drive ROI and deliver value to Dentsu Aegis Network clients. In today’s rapidly changing media marketplace, I look forward to working with our agencies and media partners to deliver this value across media to our clients.”

    Amnet, the programmatic capability of Dentsu Aegis Network, continues to grow from strength to strength and will now be a part of Amplifi.

    The Story Lab, launched in 2015, will continue to operate as part of Amplifi under the leadership of Sunil Kumaran.

  • #NotForEveryone – Suzuki roles out two-wheelers’ campaign

    #NotForEveryone – Suzuki roles out two-wheelers’ campaign

    MUMBAI: Suzuki Motorcycle India, a subsidiary of two-wheeler manufacturer – Suzuki Motor Corporation, has rolled-out a brand new campaign — #NotForEveryone for the popular Gixxer portfolio of motorcycles. Celebrating the ‘exclusivity’ that sets apart a Gixxer owner from the crowd, #NotForEveryone is a pan-India campaign with strong digital amplification, print media and outdoor activations, besides the TVC that will play on national and regional TV channels.

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    SMIPL EVP – sales and marketing Sajeev Rajasekhran said, “Moving away from the specification heavy content that dominates this category, with the new Gixxer TVC, we have taken a refreshingly new route to connect with our audiences by digging-out typecasts. In a segment that is cluttered with sameness, Gixxers have always offered customers an alternative with its blend of unique styling and functional excellence.  We are confident that this TVC will not only bring out the youth even more closer to the Gixxer brand, but will also inspire them to break away from  the shackles of conformism.”

    Happy mcgarrybowen CEO Kartik Iyer said about his firm’s first outing with Suzuki Two-wheelers, “The campaign idea was borne out of conversations with existing Gixxer owners. They all beamed a common passion around the bike, its looks and its performance. The other thing that clearly shined through is that they all are very proud of their unique choice. Our job was simple. Show the bike in all its glory and create a narrative that almost challenges the viewer. Taking on new-age stereotypes adds freshness to the campaign. Clearly this bike is not for those who want to ride with the pack, but ahead of it.”

    Campaign elements: TVC, Print, outdoor, Digital, Cinema 

    Client: SIMPL

    Creative Agency: Happy mcgarrybowen

    CEO: Kartik Iyer

    Director: Razneesh “Razy” Ghai

    Production House: Asylum Films

    TVC Details

    Title of film: Not For Everyone

    Duration: 45, 30 and 20 sec

    Campaign launch: 28/08/17

    Exposure: Television, Digital, Print