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Tag: Leo Burnett Orchard

  • GroupM India appoints Vipasha Bhuptani as national head of communications planning

    GroupM India appoints Vipasha Bhuptani as national head of communications planning

    MUMBAI: GroupM India has appointed Vipasha Bhuptani as national head of communications planning. She joins from Mindshare, where she held a similar role for over three years.

    Bhuptani brings 17 years of experience across advertising, marketing and communications to her new position. Her career includes significant stints at leading agencies including Leo Burnett Orchard, Ogilvy & Mather and Saatchi & Saatchi UK, where she worked with major brands across India, Southeast Asia, and Central and  Eastern Europe.

    At Ogilvy, she notably led the strategic repositioning of Asian Paints and helped drive growth for Unilever’s Red Label tea brand. Her work has earned recognition through various awards including Effie India, Effie Asia Pacific and WARC.

    Prior to her time at Mindshare, Bhuptani served as head of strategic planning at Leo Burnett Orchard, where she worked with clients including Ensure, Ola, DBS Bank and Bajaj Allianz.

  • Bandhan Bank unveils its sonic identity, ‘Call of Bandhan’

    Bandhan Bank unveils its sonic identity, ‘Call of Bandhan’

    Mumbai: Bandhan Bank announced the launch of sonic identity on the occasion of the Bank’s eighth-anniversary celebration. This sonic identity, ‘Call of Bandhan’, has been composed by renowned nationally acclaimed sound designer and renowned music composer, Amit Trivedi.

    This musical piece is more than just a tune; it is a melody representative of what Bandhan Bank stands for – empowerment, freedom, inclusivity and warmth. In a world where multiple media with various sensory cues help build recall, Bandhan Bank has added a sonic identity to its brand assets to remind audiences of the brand.  

    Sharing his thoughts, Amit Trivedi said, “It’s a matter of great privilege and honour for me to compose the ‘Call of Bandhan’ which will be a part of Bandhan Bank’s identity. I found Bandhan Bank’s story very inspiring. With such humble beginnings, today they are among the fastest growing in the country and this transformation is what I have tried to capture through the musical piece. I would urge everyone who likes my music and or appreciates music in general, to listen to it, share it, and live with it… because, well, this really is the Call of Bandhan!”

    Bandhan Bank head of marketing Apurva Sircar said, “Music has the power to evoke emotions without words. We live in a world where there is an overload of content and brands need to appeal to the audiences quickly by engaging several senses. The ‘Call of Bandhan’ has been composed keeping this objective in mind. We are deep-rooted in India and Indian culture, yet are a modern bank for all. Amit is a magician and he has captured this attribute of the brand very well. I am confident that the ‘Call of Bandhan’ will resonate with audiences and help us create a stronger recall.”

    Commenting on the association, Leo Burnett Orchard’s creative head Pravin Sutar  Bandhan Bank’s creative partner, said, “It is not every day that one gets to work on an assignment as important and exciting as this one. The key task was identifying what the ‘Call of Bandhan’ needed to capture. For us, it’s not just a tune, it’s a symphony of empowerment, inclusivity and warmth, the very emotions that Bandhan Bank embodies. I am happy that we worked with an artist like Amit Trivedi who knows the pulse of the Indian music lover.” 

    To hear the Sonic Identity, please scan the QR code below – 

  • Gaurav Dudeja promoted to executive VP and head of Leo Burnett Orchard

    New Delhi: Leo Burnett Orchard on Tuesday promoted Gaurav Dudeja as executive vice president and head of Leo Burnett Orchard and appointed Pravin Sutar as head of creative.

    Both Dudeja and Sutar will now lead the national mandate for Leo Burnett Orchard and will report to South Asia Leo Burnett, chief executive officer and chief strategy officer, Dheeraj Sinha, and South Asia Leo Burnett, chief executive officer, and chief creative officer –Rajdeepak Das.

    “Gaurav has done a spectacular job of driving growth in the Bangalore office. Now the new-age mandate is to grow the agency at a national level. Pravin joins us with a rich expertise in digital and also holds the advantage of having been a part of the Leo Burnett family. And together we are confident that the duo will take Leo Burnett Orchard to one of India’s foremost new age agencies,” said Sinha.

    Dudeja moved to Bangalore from Leo Burnett Delhi as branch head for Leo Burnett Orchard – Bangalore and has been instrumental in managing the large portfolio of businesses and winning several new businesses. “Now with the national mandate, I feel we are poised for bigger, better things. The canvas is now wide open for me & Pravin to take our belief system of building India’s strong new agency and make Leo Burnett Orchard the best version of Leo Burnett. I can’t wait to get going – and learn and have fun along the way,” said Dudeja.

    Sutar will be responsible for shaping the creative culture of the agency building it on the tenets of creativity, technology, innovation and storytelling, said the agency.

    “I am very excited to be back with the Leo Burnett family. The passion and power of creating great ideas brings me back to the family. Rajdeepak Das, who understands the power of ideas will always keep pushing you for great creative output. Leo Burnett Orchard has a great set of clients who reflect the same passion and drive for excellence as Leo Burnett India. I’m really excited to collaborate with like-minded clients and create some iconic work. Not only digital but more than that,” he said.

  • Vogo appoints Leo Burnett Orchard as its creative agency

    Vogo appoints Leo Burnett Orchard as its creative agency

    MUMBAI: Scooter-sharing company Vogo has appointed Leo Burnett Orchard as its creative partner. Apart from developing strategic narrative for the brand, the agency will also help Vogo build a brand connect with its potential customers and communicate the brand message of easing the burden of daily commuting.

    As cities reopen post-lockdown and consumer’s anxiety heightened as they identify means of transport that are safe and reliable, personal mobility will be at all-time high among daily commuters. Keeping this in mind, Vogo intends to undertake aggressive marketing efforts including digital and other innovative media options as well as key strategic partnerships to target the Indian commuters and offer a compelling value proposition.

    Vogo CEO Anand Ayyadurai said: “At Vogo, we truly believe that this is the inflection point for personal mobility solutions like ours and are building new products to ensure safe, reliable commute for all consumers – be it office commute, leisure or errands. In a post lockdown world, brand trust and salience are both key competitive advantages. Given the unique and heightened relevance of our service in these times, we looked for a partner that understands how to build new markets. In Leo Burnett Orchard, we found just that and are excited to work with them in the long term on seizing the opportunity in personal mobility. Their deep experience in building some of the most beloved brands in India is a key advantage as we set off to build India’s best and most reliable personal mobility brand.”

    Dheeraj Sinha, MD – India & chief strategy officer, Leo Burnett South Asia, said: “At Leo Burnett we are always excited about opportunities where we have to build new markets and change behavior. The Vogo proposition is extremely exciting and very timely. We are looking at a sharp rise in areas of personal transport in the post-COVID world, and propositions such as that of Vogo sit right there. This is also an exciting win as the entire process, right from the inquiry to the pitch to the closure has happened virtually. We look forward to bringing our strategic thinking, technology-led creative approach and our understating of platforms to help Vogo succeed.”

    With a sheer focus, Leo Burnett will develop the long-term brand strategy, brand identity, and the relaunch campaign, among others, for Vogo. The account was secured through a virtual pitch and will be handled by Leo Burnett’s Bangalore office.

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  • Ola promises fans a reliable ride to catch the match in its latest brand campaign, this World Cup

    Ola promises fans a reliable ride to catch the match in its latest brand campaign, this World Cup

    MUMBAI: Taking a fresh spin to the campaigns around the 2019 Cricket World Cup, Ola, India’s largest mobility platform and one of the world’s largest ride-hailing companies, unveiled its latest music video that embodies the enthusiasm of cricket lovers to watch the tournament promising them a reliable ride to their destination to catch the match.

    Conceptualised and developed by Leo Burnett Orchard, the campaign emphasizes on what is most important to fans – the sheer pleasure of watching cricket at their preferred location. Be it at home or elsewhere, the experience transcends beyond the peripheral aspects such as anthems, offers or free merchandise. In a simple yet hard-hitting way, the video showcases what the brand does best and highlights what cricket buffs truly want this World Cup season – reaching their destination to watch the match.

    The campaign film showcases how the craze for the world cup is to enjoy the match and not the plethora of offers and discounts that are given to the consumers. This is where Ola is not a part of the clutter. The message is conveyed in an effective manner by highlighting how the viewers are swamped with offers during the world cup but Ola is focussed on doing what they do best – helping people reach their destination with ease.

    Speaking about the campaign, Anand Subramanian, Senior Director, Marketing and Communications at Ola said, “This video reiterates Ola’s versatility and its long term commitment to meet the dynamic needs of Indian consumers. An extension of the brand’s promise, the campaign highlights how easily and seamlessly Ola gets you to your preferred destination.”  He further added, “With the World Cup being one of the most watched cricket tournaments in the country, this campaign is bound to strike a chord with cricket buffs, ensuring they’re able to get to where they want to be to cheer for their favourite team.”

    Amod Dani, ECD, Leo Burnett Orchard said, “We were looking for a unique and innovative way to capture the synergy between cricket and music. With this video, we not only showcased the emotion, zeal and excitement of cricket fans to watch the matches but also demonstrate how Ola is the ideal solution to fulfilling the commuting needs of Indians. This was a great opportunity for us and are pleased to have created this campaign with Ola.”

  • Leo Burnett Orchard bags GNC India biz, unveils ‘Start Strong’ campaign

    Leo Burnett Orchard bags GNC India biz, unveils ‘Start Strong’ campaign

    MUMBAI: Leo Burnett Orchard has won the creative duties of Guardian Healthcare, one of the largest health and wellness supplements retailers in India and the master franchisee for GNC products in the country. The business was won after a multi-agency pitch and will be handled by Leo Burnett Orchard’s Mumbai office.

    Leo Burnett Orchard will now create awareness and build brand salience by focusing on leading GNC Pro Performance 100% Whey Protein to the status of flagship brand. The first campaign for the Pro Performance 100% Whey is specially designed for beginners in the world of fitness. An integrated marketing campaign–Start Strong–has been unveiled to promote GNC’s 100 per cent whey protein supplements. Popular Bollywood actor John Abraham is featured in the commercials.

    Speaking about the new business and campaign Leo Burnett Orchard VP and branch head – Mumbai Manav Rai Ahuja said, “We are really excited to have GNC in our fold. They are the global leaders in nutraceuticals. Each GNC product is the result of an intensive scientific research process ensuring full effectiveness. Today, more and more people are conscious about their physicality. We, therefore, have a huge number of people joining gyms but an equal number of people dropping out. Through this campaign, we want to speak to people who are in their early stages of fitness exploration. The ‘Start Strong’ proposition sharply focuses on the importance of choosing the right beginning that yields desired results and motivates people to continue their efforts. This is GNC’s first mass media campaign and we are ensuring that it becomes a huge success by using our unique Power of One capabilities.”

    Speaking about the campaign GNC India CEO Shadab Khan said, “The supplementation market in India is still at a very nascent stage and people lack the knowledge about how the right supplementation can fuel their performance. We believe that there is a need to educate people on how, along with discipline and hard work, consuming the right protein is extremely important to achieve their fitness goals. GNC Pro Performance 100% Whey Protein is the basic kick-starter protein that has been specially formulated for beginners, to maximise their fitness goals. We are confident that our new campaign with John Abraham, on GNC Pro Performance, will help inspire youngsters to take a holistic view of health and nutrition and thereby, choose the right supplements.”

    Speaking about the campaign Leo Burnett Orchard executive creative director Amod Dani said, “A lot of people who workout have icons they look up to. The beginners, however, lack the right direction and the right mentorship. John Abraham is a fitness icon; his disciplined approach to building and maintaining his physique has always been an inspiration to many. We brought this very inspiration to life with John’s poster coming alive and him motivating his protégé’s workout with a balance of hard work coupled with right supplementation. Workouts are built on a strong mentor-protégé relationship, and that’s what we have reflected in the film; John as the mentor-in-chief coaches his protégé and shows him the real meaning of ‘Start Strong’.”

  • Ola ropes in Leo Burnett Orchard, Indigo Consulting to lead marketing

    Ola ropes in Leo Burnett Orchard, Indigo Consulting to lead marketing

    MUMBAI: Ride-hailing company Ola has roped in Leo Burnett Orchard and Indigo Consulting to lead the mobility brand’s marketing mandate in the country. The mandate includes brand strategy, new launches, content strategy, and digital communications, and was awarded post a competitive multi-agency pitch. The account will be managed by the agency’s Bengaluru office.

    Leo Burnett managing director – India and chief strategy officer – Asia Dheeraj Sinha said, “Ola is one of the few brands born in India that are defining the fundamentals of how we live. The brand is changing the rules of mobility for India, while enabling respectable livelihoods for over a million driver-partners. As an agency, we are really chuffed about this mandate, as this is an opportunity to take the story of a revolutionary Indian brand into their next stage. We are thrilled to partner with Ola and leverage the strengths of Leo Burnett Orchard and Indigo Consulting teams to build a unified brand platform.”

    Leo Burnett Orchard chief operating officer Prashanth Challapalli added, “Ola is a home-grown brand that has now become a global force in mobility. Very few brands can take pride in the deep impact they create, like Ola would, on its entire ecosystem of consumers, partners, and cities at large. We look forward to building a strategically sound platform for the brand that will help cement its leadership position. This is also a testament to the incredibly powerful ‘Power of One’ philosophy that we follow.”

    Ola senior director, marketing communications Anand Subramanian commented on the occasion, “We look forward to this partnership with Leo Burnett Orchard in our mission to build mobility for a billion people. Over the past eight years, the Ola brand has evolved to become one of the world’s largest mobility platforms, impacting the lives of millions of customers and partners alike. We are confident that this new partnership will help resonate the brand’s voice amongst Ola’s 150 million+ users and beyond.”

  • Amazon India encourages entrepreneurship; partners ‘Sui Dhaaga’

    Amazon India encourages entrepreneurship; partners ‘Sui Dhaaga’

    MUMBAI: As the much-awaited film of the year s releases today, Amazon India has teamed up with Yash Raj Films to promote the entertainer through a pan-India TV and digital campaign.
    Aligning with the plot of the film, Amazon India encourages entrepreneurs to become Amazon Sellers and reap the benefits of selling their products not just in India but globally too.
    Building a business can be a Herculean task and that’s why a little bit of inspiration can help business owners take decisions that lead to big growth. Hence, as Yash Raj Films announced the release of its new movie Sui Dhaaga, Amazon.in wanted to promote the story of the young couple in the film, as it resonates with business owners and entrepreneurs on the platform. In fact, the story is similar to some of the inspiring stories of their existing sellers.

    The partnership and execution are conceptualised by Leo Burnett Orchard and Publicis Entertainment.
    Speaking about the partnership, Amazon Seller service director and GM Gopal Pillai says, “The story of Sui Dhaaga beautifully captures the entrepreneurial spirit of a seller with big dreams and aspirations. In our constant endeavour to transform the way India buys and sells, we stand with lakhs of such sellers in their journey to succeed and turn their dreams to reality. The core message of the film and the spirit of the protagonists resonate strongly with that of the Amazon sellers and hence the association. With the festive season around the corner, this also inspires sellers to register on Amazon.in and reach out to more than 300 million customers from India and across the globe.”
    Leo Burnett Orchard Bangalore ECD Neel Roy adds, “The moment I chanced upon the Sui Dhaaga story plot, I knew we had found the perfect match for Amazon Sellers. Amazon is a one-of-a-kind platform that gives wings to business dreams. And the transformation story in Sui Dhaaga was the perfect fit for us.”
    Publicis Entertainment executive director Pranay Anthwal mentions, “Branded entertainment is where brands meet entertainment. This is a co-marketing (outside of film) association for our brand Amazon with the film Sui Dhaaga. We are happy to be of use to our key clients as well as to the industry. Through this promo film, we hope to reach as many entrepreneurs and get them to sell on Amazon.”
    To further amplify this collaboration, there is also a unique trailer to the film, with Anushka Sharma and Varun Dhawan encouraging business owners to sell their products globally by registering on amazon.in

  • Amazon’s festive season ad asks consumers to splurge with their ‘Dil-Dimaag’

    Amazon’s festive season ad asks consumers to splurge with their ‘Dil-Dimaag’

    MUMBAI: Amazon India has kicked off the upcoming season with its campaign ‘Dil-Dimaag’.

    Aimed at preparing customers for the festive season, the campaign showcases the ease and convenience of shopping on amazon.in  in some of the most loved categories of smartphones, home appliances, kitchen and fashion. 

    The campaign features three different TVCs and is on air from 20 August 2018.

    Each TVC starts with the omnipresent dilemma between the heart and the mind highlighting the various benefits of buying on Amazon such as wide range of top brands, scheduled and damage free delivery, 48-hour installation and 30-day return policy. The Dil-Dimaag campaign seeks to establish Amazon.in as the preferred choice for customers buying needs, be it festive shopping or daily essentials.

    Conceptualised by Leo Burnett Orchard and directed by Jerald Packiasamy of Still Waters Films, the campaign brings alive the heart and mind through twin characters in the film and showcases the eternal debate between the two when it comes to shopping online. With the heart (dil) eventually convinced as the mind (dimaag).

    Amazon India director for mass and brand marketing Ravi Desai says, “When it comes to shopping on Amazon we see that there is a conflict between the heart and mind of consumers. There is a desire to shop on Amazon but they are held back by certain things which they are unaware of. The Dil-Dimaag campaign seeks to help customers understand our offerings better especially in categories where purchases are planned in advance. The upcoming festive season will be the biggest celebration yet on Amazon.in where customers can expect the widest selection, the best deals and maximum savings.

    “As a lead-up to the festive season, our campaign seeks to provide information and clear doubts as our customers prepare their shopping lists. This season is going to be our biggest ever in terms of traffic, new customers, digital payment adoption as well as sales,” he adds. 

    Leo Burnett Orchard executive creative director Neel Roy mentions, “Each of the stories we chose to execute is based on insights into various concerns with online shopping. Your mind and heart are always in a state of conflict. When doubts get clarified with logical answers, decision making becomes easy. So we chose a simple storytelling format with a small twist. We told these stories using twins. It was a fun way to execute ‘Dil and Dimaag’ that conveyed our intended message that when both mind and heart agree, your decision becomes a whole lot easier.”

  • Menaka Menon joins Leo Burnett Orchard as EVP & branch head for Bengaluru

    Menaka Menon joins Leo Burnett Orchard as EVP & branch head for Bengaluru

    Actor Akshay Kumar, who has become the first male Bollywood Actor (Male) to score 20 million followers on Instagram, received an Instagram memento for the milestone.

    The “Airlift” actor on Monday shared a photo of himself with the memento given to him by Instagram.

    “Here’s another gold from the good people at Instagram. Glad to share, the first Bollywood Actor (Male) to cross the 20 million followers milestone is yours truly. Thank you all once again for the love, sending lots of love and prayers your way.”

    Earlier this month, the actor was seen celebrating this milestone with streamers and a boomerang video. 

    On the work front, Akshay’s recently released movie “Gold” is riding high at the box office and have a couple of movies like “Kesari”, “Housefull 4” and “Good News” on board.MUMBAI: Leo Burnett Orchard, The Leo Group’s full service integrated agency, has strengthened its senior management. 

    The agency has hired Menaka Menon as EVP and branch head for Bengaluru. In her new role, she will report to Leo Burnett Orchard’s COO Prashanth Challapalli. Her last stint was with FCB Ulka Bengaluru where she was the vice president.

    Speaking about bringing Menaka on board, Prashanth Challapalli says, “Our ambition for Leo Burnett Orchard is to firmly drive integration via the Power of One philosophy. This has a direct bearing on the kind of people we want to bring on board – people with multiple skill sets and a hunger to drive this agenda. Menaka is the perfect fit for us. She has worn different hats in her career and brings to the table the kind of ambition, drive and skill sets we were looking for at a leadership level. On behalf of everyone at Leo Burnett Orchard, I am very happy to welcome her on board and wish her great success.”

    Menaka is an alumnus of MICA, and has almost 18 years of experience across advertising and media, with FCB Ulka, J Walter Thompson, UTV and BIG 92.7FM. Menaka began her advertising journey with account management, before moving on to strategic planning and moving to a Branch Head role.

    Speaking about her new role, Menaka says, “Leo Burnett Orchard is an agency poised for the future, where integration is a way of life. I am excited to be part of a team that lives and breathes this philosophy. There is a real opportunity here to expand horizons and to serve the client’s and brand’s best interests as one united team, and I look forward to being part of this vision.”

    Menaka replaces Sharmine Panthaky, VP and branch head Bengaluru, who has moved on from the agency.