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Tag: Leo Burnett Orchard

  • Prashanth Challapalli elevated to COO at Leo Burnett Orchard

    Prashanth Challapalli elevated to COO at Leo Burnett Orchard

    MUMBAI: The Leo Group has elevated Prashanth Challapalli as the chief operating officer for Leo Burnett Orchard. 

    In his new role, he will report to Leo Burnett managing director – India and chief strategy officer – South Asia Dheeraj Sinha and Leo Burnett managing director – India and chief creative officer South Asia Rajdeepak Das.

    Challapalli replaces Mahuya Chaturvedi, who is moving on from the organisation. He will be based out of Leo Burnett Orchard’s Mumbai office.

    Welcoming him to his new mandate, Sinha said, “One of Prashanth’s greatest assets is his knowledge and experience in driving Power of One solutions, tapping into all the Publicis Groupe companies to bring the power of creative, digital, data, content, shopper marketing, media, PR, production and entertainment to solve business problems. As we build brands and businesses that talk to consumers who live in a digitally-enabled world, Prashanth’s significant experience in this domain will be highly valuable. I have known Prashanth to get into the details of the business and lead from the front. I am convinced that he will add value to our client’s businesses and take Leo Burnett Orchard to new heights.”

    Excited about the road ahead, Challapalli said, “Leo Burnett Orchard has a great set of brands and people. It is the perfect canvas for me to build the Power of One story further. The last 18 months of my role in the group as the chief integration officer have given me a really good understanding of the skill sets we have built across different specialisations. I am really looking forward to bringing these together for our clients at Leo Burnett Orchard.”

    He has been an integral part of the group since the last 18 months as the chief integration officer for Leo Burnett South Asia, driving the integration agenda for key clients such as Google, P&G, McDonald’s and TVS Motorcycles. 

    Out of his 20 years’ experience, he spent the first 11 years in agencies such as Ogilvy, Lowe, Y&R, Dentsu & Publicis Ambience handling brands like Lakme, Fair & Lovely, Pepsodent, FedEx, Marico, Tetley and Exide. In 2009, he started Jack in the Box Worldwide, one of the most awarded digital agencies in India with campaigns like Kolaveri, Pepsi IPL and 7Up to its credit. He then ran iContract for four years winning big brands like Google, YouTube, Amazon, Kindle, Dettol, Durex, Vaseline, Hotstar and Kissan, amongst others.

  • SBI says secure your children’s love, not anxiety

    SBI says secure your children’s love, not anxiety

    MUMBAI: SBI Life Insurance has launched SBI Life – Poorna Suraksha, a one of its kind non-linked, non-participating term assurance plan, with an inbuilt critical illness cover. The policy offers coverage for a wide range of 36 critical illnesses. The policy helps consumers boost their evolving needs as they age.

    The brand has unveiled #PapaKiPappi, a TV-led integrated campaign, to launch and promote the new offering. The campaign explores the concept of reverse parenting. When children are young, parents provide protection and care to their children but as the parents grow old the same role is taken over by their children. Through this TVC, SBI Life aims at keeping children’s anxiety towards their parents at bay, so that they can love their parents without any worry. The campaign has been created by Leo Burnett Orchard.

    SBI Life Insurance SVP and chief of brand and corporate communication Ravindra Sharma says, “In an ideal world, there is no one who would voluntarily depend on their children for their needs, especially in old age. As parents grow older, children start getting anxious for their parents’ health and well-being and the love and care that parents provide for their children somewhere turns into children’s worries towards their ageing parents. With this insight, SBI Life has unveiled #PapaKiPappi, a new campaign that lets children love their parents, minus the anxiety.”

    Leo Burnett Orchard executive creative director Amod Dani adds, “We saw the ‘Papa Ki Pappi’ as a beautiful expression of the daughter’s reciprocation towards her ever-protective father’s care and love. And with time, as they both grow older, it is the daughter who reciprocates and shows her protective and caring side to her father. Through the idea of reverse parenting, we wanted to show that parents expect only love and need nothing more from their children. I am confident that consumers will find this film endearing and relatable.”

  • Amazon says out with the old in Great Indian Sale ads

    Amazon says out with the old in Great Indian Sale ads

    MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year.

    The campaign features a series of ads on various situations in which customers break out of the spiral of managing with the next best thing. The campaign ads have been directed by Rajesh Krishnan of Soda Films.

    Conceptualised and created by Leo Burnett Orchard Bangalore, the campaign was brought to life through four TV ads that seamlessly bring together unique features of Amazon and overlays it with the Indian shopper’s mindset of adjusting with an old/damaged product in order to save money.

    The first film opens in an Indian kitchen, where the lady of the house is having a conversation with the mixer about how she has lived with its many tantrums over the years.

    The second film is set in a typical Indian bachelor pad. We see the protagonist using his old phone in spite of a loose charging port. Both the ads then change their tone with the characters declaring that the old mixer and phone have to go, especially since the Amazon Great Indian Sale is around the corner.

    With this campaign, Amazon wants to tap into the cultural truth that people in India generally manage with less-than-desired products and wait for special occasions such as anniversaries and birthdays to replace/upgrade them. The focus of the new campaign is the emotional and cultural conditioning that creates a barrier to accessing the goods Indians want.

    Amazon India director mass and brand marketing Ravi Desai says, “We understand that customers sometimes manage with old/defective products or without some products in order to postpone expenses. Considering Amazon’s constant quest to be earth’s most customer-friendly company, we wanted to put our best foot forward to address this behaviour. The Amazon Great Indian Sale with its big deals, extra cashback, no cost EMI and exchange options gives customers the perfect opportunity to replace those run-down products with new, upgraded versions while still saving money.”

    Leo Burnett Orchard national planning head Rohitash Srivastava adds, “Indians wait for right occasions to buy/replace things. Diwali, birthdays, auspicious occasions have been such marquee days. Our ambition was to let people look at the Amazon Great Indian Sale as one such occasion. Working with this insight, we nudged people to not adjust any longer with the old or postpone the new.”

    The campaign is supported by a robust 360-degree communication that spreads across digital, press and outdoor.

  • Leo Burnett Orchard makes key senior appointments

    Leo Burnett Orchard makes key senior appointments

    MUMBAI: Leo Burnett Orchard, the Leo Group India’s full service creative agency, has made some key senior management changes. 

    The agency has brought on board Manav Rai Ahuja as vice president and branch head of Mumbai. The branch’s former vice president and head Sharmine Panthaky, has moved to the Bengaluru branch in the same capacity. Panthaky now heads the branch overseeing the Amazon India business, Leo Burnett Orchard’s largest client.

    The duo will report to Leo Burnett Orchard COO Mahuya Chaturvedi. Ahuja will work closely with executive creative director Amod Dani. He comes from Leo Burnett India’s Gurugram office where he was the vice president. He joined the agency in 2009 to launch Telenor in India. His advertising experience spans 14 years, of which he has spent the last eight with Leo Burnett India. He has also had stints with Lowe, McCann Worldgroup and Ogilvy & Mather in the past. He has worked on some of the biggest brands in the country namely Coca Cola India, Maruti Suzuki, General Motors, SBI Card, Uninor, Snapdeal, Perfetti, LG, Motorola and Yahoo! He has also worked in the high-end luxury retail sector during his year long stint with Lladro and Villeroy & Boch.

    Chaturvedi says, “Manav comes in with the rich experience of working on some of the biggest brands across categories. He will take the momentum of the Mumbai branch forward, keeping its winning streak going. His mandate is to grow the great body of work that the branch has done in 2017, by manifold. I expect 2018 to be an exceptional year for Leo Burnett Orchard Mumbai with Manav and Amod working together to create some fantastic work for our clients.”

    Excited to be joining his new role, Ahuja mentions, “Leo Burnett Orchard has great momentum right now. We have an exciting set of brands and the right mix of people to create some great work in the coming months. My personal focus would be to delight my current and prospective clients by offering them integrated solutions to their brand problems. I look forward to my new role with all its exciting challenges.”