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Tag: Lowe Lintas and Partners

  • More than just an ad…

    More than just an ad…

    MUMBAI: To tell a brand’s philosophy in just 30 seconds isn’t an easy task. But everyday creative minds oil their machines to do just the same. While some click with the viewers, others are muted by them or flipped through without a second glance.

    While the year began with the political parties going all out to woo the voters – there were television commercials, digital films as well as hoardings pasted all across the country, Airtel’s Boss film led the charge with the Twitterati going crazy over it. 

    With the e-commerce sector war heating up, the companies too launched TVCs throughout the year to cash in the most, especially during the big sales offered by them. Digital as a medium to connect with the correct audience was optimised well. For instance, Honda for Mobilio released a 2.5-minute ad on YouTube featuring stand-up comedian Kapil Sharma as a salesman.  

    Promos of Indian Premium League (IPL), Pro Kabbadi League, Indian Super League (ISL) as well as Kaun Banega Crorepati (KBC) were able to catch people’s fantasy and created enough buzz before the game started. The right mix of sentiments and music made the films popular especially on the social media.

    2014 saw many ads which were more than being just a promotional feature and as the year comes to an end, Indiantelevision.com lists down some of the best ads of 2014.

    BJP election campaign

    Creative agency: Soho Square

    Purpose of the ad: After the Delhi gang rape case and many more that followed it, the campaign highlights the fact that the government has failed to provide safety to the women of the country and worse, hasn’t been able to punish the culprits.

    Storyboard: The black and white advert highlights how even though the country has progressed and people have sent there girls for higher education and work in other cities, they are not at ease. The woman/mother in the ad, stresses on the fact that the country isn’t safe in current government’s hands as women aren’t safe.

    Airtel Boss film

    Creative agency: Taproot

    Purpose of the ad: To strengthen Airtel’s legacy of identifying fresh and relevant insights around relationships.

    Storyboard: Relationships often get strained due to professional demands. At such times, smartphones transcend their role of being a mere communicating device, and play cupid.

    The TVC shows a woman boss ordering her subordinates to finish an assigned job no matter what. It turns out that the woman boss is the wife who goes back home to cook for her husband who happens to be the junior she had ordered.

    Fortune oil, ‘Ghar Ka Khana’

    Creative agency: Ogilvy & Mather

    Purpose of the ad: Adani Wilmar’s campaign for its Fortune Oil brand, shifting from ‘The joy of eating’ to a more personal ‘Ghar ka khana, ghar ka khana hota hai’ (Home cooked food is home cooked food after all).

    Storyboard: When you are away from the comfort of your space, braving the rigours of everyday life, all you need is two morsels of tasty home food cooked with a lot of love and affection. The gush of emotion that you feel when you have the first bite, only makes you thank your good ‘Fortune’!

    Idea, ‘No Ullu Banaoing’

     

    Creative agency: Lowe Lintas and Partners

    Purpose of the ad: To educate the masses about how some people cash on the other’s unawareness.

    Storyboard: A common phenomenon in almost every part of India, is how some people in order to make money or gain benefits, tend to take advantage of the ill-informed by coloring the truth or concealing the facts.

    In the TVC, a guide lies to tourists who then search on the web and the truth is exposed.

    Nescafe stammering standup comedian

    Creative agency: McCann Erickson

    Purpose of the ad: While perfection is what people chase these days, this ad feeds on a different meaning.

    Storyboard: The TVC shows a stammering stand-up comedian who faces rejection, but doesn’t give up and turns the same weakness into his strength.

    Fevicol Crazy chairs

    Creative agency: Ogilvy & Mather

    Purpose of the ad: Takes a humorous take on the current election scenario.

    Storyboard: A chai-wallah enters the shop of a carpenter who is making the next Prime Minister’s chair. He points out to three variations – one with BJP’s lotus, another with Congress’s hand, and a group of chairs joined unevenly symbolic of the Third Front.

    OLX Kapil

    Creative agency: Lowe Lintas and Partners

    Purpose of the ad: To promote selling off ‘unused or under-used’ products.

    Stoaryboard: Kapil Sharma stars in the film and plays a ‘juicer’. In the kitchen, he addresses the lady of the house urging her to use him (the juicer), or sell him. The lady notes that no one would buy him, telling him he’s useless. He corrects her, saying he has been ‘used less’. He proceeds to tell her how things are sold on Olx.in, and finds buyers in no time.

    Imperial Blue Men will be men

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To carry forward the 17-year-old catchy tagline and philosophy.

    Storyboard: The campaign opens with a ghazal, “Pyar ki raah mein”, playing in the background as a beautiful young woman is seen talking on a phone in a lift. The camera reveals the torso of two men standing with her. The minute the woman exits both the men heave a sigh of relief and exhale, letting their stomachs hang out again. The film ends with both of them sharing a friendly high-five.

    Tata Docomo Bhalai ki Supply

    Creative agency: Contract Advertising

    Purpose of the ad: To encourage its subscribers to ‘Open Up’ and share happiness using their customised data offers.

    Storyboard: The advertisement features a ‘social media queen’ who appears to have lost her loyal online following. She pouts and preens in order to post the perfect profile picture that could restore her lost glory, but is continually disappointed, till one virtual ‘Like’ makes her day.

    Cadbury Snow Fight

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To make the consumer aware of the fact that life lies in the ‘now’; that joy resides in the act of letting go, and that one should live like no one’s watching.

    Storyboard: The TVC shows a couple walking on a snowy mountain. While the man is busy oh his phone, the woman decides to change the situation by throwing a snowball on the man. The man too throws a snowball at her. The fight continues as they enjoy it.

    Titan Raga #HerLifeHerChoices

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To tell that Raga is an evolved watch for the evolved woman of today – a woman who’s self-respecting and confident. 

    Storyboard: The film begins with Nimrat Kaur sitting at an airport reading a book. She is interrupted by an ex-lover who asks her if he could join her. When Kaur asks him how he has been, he makes a reference to Kaur leaving him. As they talk and catch up, it is revealed that Kaur is still single. On being asked why it is so, Kaur tells the man that she never gets time from work. This being something he knew all too well, he makes a passing comment about how their relationship would have worked had Kaur stopped working. Kaur retorts by saying that he could have also quit. Offended, he tells her that he could not have quit, seeing how he is a man.

  • TaxiForSure launches two month 360 degree campaign

    TaxiForSure launches two month 360 degree campaign

    BENGALURU: Taxi aggregator and technology company, TaxiForSure, recently launched a 360 degree campaign under the creative direction of Lowe Lintas and Partners executive director GV Krishnan. The campaign will be spread across two months panning TV, OOH, print, radio and online. Industry sources say that the company would be spending between Rs 12 to 20 crore during this phase towards media, advertising and marketing.

     The campaign includes a 45 second TVC with the theme ‘Bachao’ (save) based on a TaxiForSure created character named Arpan. The TVC shows how TaxiForSure makes it possible for Apran to save his friendship with his office colleagues. The TVC is in Hindi and Tamil and will be aired across Hindi movie, music, lifestyle, business and news channels, including regional channels in versions ranging from 45 seconds to smaller durations.

    TaxiForSure co-founder and director Aprameya Radhakrishna said, “Our customers have given us positive feedback on the pricing, service levels and reliability. This gave us the confidence to launch a 360 degree campaign that will help us take our services to a lot more people. TaxiForSure wants to change the customer mind set by getting taxis to be a part of their everyday life and choose TaxisForSure given its affordability and reliability.”

    The company also formally launched a new category of Tata Nano taxis in Bengaluru city last week. The move could be seen as a unique one in the Indian transportation industry so far, making in-city taxi travel even more convenient and affordable.

     TaxiForSure co-founders marked the launch of the service by flagging off company branded Tata Nano cars. The service has been launched with 100 Nanos in Bengaluru and will be expanded to other Indian cities in the coming weeks say, industry sources.

     Besides TaxiForSure’s other class of vehicles services, the Nano service will be available exclusively on the TaxiForSure app and mobile site in the ‘Pick Now’ option, which makes a cab available in minutes.

    TaxiForSure co-founder Raghunandan G said, “We are thrilled to announce our new Nano category that offers a great city-driving proposition. We are seeing great traction across 14 cities and we recently completed 3.5 million trips. The aggressive growth that the taxi industry is seeing requires innovative ways to bring more cars onto the road. Tata Nano is a well-loved consumer brand that is perfectly suited for city travel with its small footprint and zippy commute. It is also light on the pockets of our driver partners, who can now become entrepreneurs much more easily. With a brand-new design, well-trained drivers and an intuitive app experience, our customers will be wowed with the Nano.”
     
    TaxiForSure estimates the current size of the taxi market at about Rs 50,000 crore, of which only about Rs 2500 to 3000 crore is organised, and hence, sees potential for tremendous growth in this segment.

     

  • Portfolio Night’s ‘All Star’ winner was Mayank Bhayana

    Portfolio Night’s ‘All Star’ winner was Mayank Bhayana

    MUMBAI: For the ones who want to create a mark in the creative world, 21 May was the night. Lowe Lintas and Partners hosted the Indian twelfth edition of the world’s largest advertising portfolio review-cum-recruitment event- Portfolio Night.

     

    The event that was conducted simultaneously in 20 plus cities across the world sought to unite the advertising and design communities in every continent for a common purpose – to identify young and upcoming talent and mentor them on the opportunities that lay ahead.

     

     Mayank Bhayana from Bangalore bagged the Portfolio Night – ‘All Star’ title from India and will be flown to New York to take part in a week-long creative challenge on a specific brief.

     

     The evening saw an impressive turnout of 75 young creative aspirants who presented their work to top 25 creative directors of the country.

     

     Sharing his views on the over-whelming candidate participation and turnout, Lowe Lintas and Partners CEO Joseph George said, “With advertising arguably having lost its monopoly over being the coolest job to have, it was critical that as an industry we kept looking at ways to spot talent who are not just promising but fans of the profession. It was also very gratifying that all the creative stars from across the industry agreed to participate without any hesitation whatsoever. With the kind of response that we received from the candidates as well as the creative directors, it demonstrates the industry’s shared priority of ensuring that this profession remains exciting and attractive to young talent.”

     

    Lowe Lintas and Partners NCD Amer Jaleel said, “It was like the IPL of advertising. It was the place where raw ‘quickies’ and talented ‘big-hitters’ got spotted. There were many from the industry who were on a keen lookout for rising stars of the night. Seeing the enormous energy being exuded by the participants, I wished I too were playing under the floodlights!”

     

     The agency’s NCD Arun Iyer added, “The event was a great opportunity for Lowe Lintas to give back to the community and the industry of advertising. The way the young creative guys came in and engaged the attention span of the CDs for over three hours was worth the whole effort. They not only got a sense of what the real world is all about, but also received enough encouragement and opportunities from a widely appreciated platform such as Portfolio Night.”

     

     Extending his gratitude to the numerous clients who made it a point to support the event, George said, “It was heartening to see the speed with which the clients wanted to participate with us on Portfolio Night. We are thankful to them for realizing a shared passion of spotting young and aspiring talent and giving them the opportunity to see their dreams come true.”

     

     Portfolio Night is a platform for young creative aspirants to have their work sampled by at least three top creative directors from the industry in a single evening. While it helps youngsters gain constructive feedback and guidance on their skill sets, the top Creative Directors get to spot potential talent.

     

     For the review process, aspirants were divided into three batches and each aspirant got the opportunity to get their portfolio reviewed by three CDs. Each CD met three candidates individually for 15 minutes and reviewed their work, ideas and offered them valuable feedback.

     

    The creative heads who reviewed the work at the event included Ogilvy & Mather executive chairman and creative director south Asia Piyush Pandey, Ogilvy & Mather NCDs Abhijit Avasthi & Rajiv Rao, Publicis CCO Bobby Pawar, Josy Paul, BBDO chairman & CCO Josy Paul, FCB Ulka NCD K S Chakravarty (Chax),  TBWA India Nation head – art Deepak Singh, TBWA India CCO Parixit Bhattacharya, Scarecrow Communication ECD Kapil Tammal, Grey Worldwide NCD Malvika Mehra, McCann Worldgroup NCD Pradyumna Chauhan, Scarecrow Communication, founder/director Raghu Bhat,  , Cartwheel Creative Consultancy owner Ramki D Ramkrishna, JWT NCD Tista Sen, Underdog founder Vikram Gaikwad, Contract India NCD Ashish Chakravarty.

     

    The creative heads from Lowe Lintas who were part of the judging panel included Amer Jaleel, Arun Iyer, Shriram Iyer, Ashwin Varkey, Sagar Kapoor and Rajesh Ramaswamy.

     

     As part of its association with Portfolio Night, India’s leading classifieds entity – Olx.in, will offer one candidate a chance to work as an intern for three months on a brief set up by the client. The candidate will be chosen from the final set of nominees shortlisted from the various individual stages.

     

    This year’s Portfolio Night was supported by global sponsor – Shutterstock, Twitter and SquareSpace. In India, the event was supported by Godrej HIT, Idea Cellular, Tanishq, Micromax, Lifebuoy, OLX.in and Myntra who came onboard as Brand Sponsors for Portfolio Night.

  • OLX to offer 3-month internship to outstanding young talent on Portfolio Night 12

    OLX to offer 3-month internship to outstanding young talent on Portfolio Night 12

    MUMBAI: As an initiative, Portfolio Night is possibly one of the few events that draws immense admiration from all quarters of the advertising industry. What it also lends itself as is an opportunity for clients to reach out to the budding young talents who look up to inspiration in some form or the other.

     

    India’s leading classifieds entity – Olx.in, has announced its association with Portfolio Night where one winner will be offered a chance to work as an intern for 3 months on a brief set up by the client. The candidate will be chosen from the final set of winners that will be decided by an All Star Jury at the end of the event.

     

    Announcing its partnership with Portfolio Night, Amarjit Bata, CEO – OLX South Asia commented: “A pertinent challenge in an emerging economy such as India is that of giving avenues for young talent to flourish. Portfolio Night is a great opportunity for young creative professionals and aspirants to showcase their work to stalwarts of the advertising industry. OLX is all about actualising real value and Portfolio Night is all about that. As a young brand and a market leader, we want to make a contribution towards encouraging young professionals. That’s why we have decided to give an opportunity to one of the top three contestants of Portfolio Night to intern at OLX.”

     

    Lowe Lintas and Partners is hosting the Indian edition of the world’s largest advertising portfolio review-cum-recruitment event- Portfolio Night 12 in Mumbai. The event is being held simultaneously across 20 plus cities around the world and seeks to unite the advertising and design communitiesin identifying young and upcoming talent and mentoring them on the creative opportunities ahead.

  • Lowe Lintas and Partners to host the 12th Portfolio Night in Mumbai

    Lowe Lintas and Partners to host the 12th Portfolio Night in Mumbai

    MUMBAI:  Think you can write a copy which will wow the creative heads of leading agencies? Then it is time to participate in the Portfolio Night. 

     

    In its constant endeavor to encourage and bring in raw, young creative talent to the shores of Indian advertising, Lowe Lintas and Partners will organise the twelfth edition of Portfolio Night in Mumbai. This is for the second time that the agency is hosting Portfolio Night in India.

     

    A global portfolio review and recruitment event is a platform for young creative aspirants to have their work sampled by at least top creative directors from the industry in one evening. In the process they not only get feedback and advice, but if they are good enough, they might land up a job as well. It is conducted on the same date in more than 20 cities all over the world every year.

     

    With this announcement, Lowe Lintas and Partners calls upon young creative professionals from advertising, digital and design agencies and senior students of art colleges from across the country to be a part of the world’s largest advertising portfolio review-cum-recruitment event.

     

    “Advertising has been the nesting place for too many media related professions. And we have lost people to these newer options. PN is also a great platform for young people to discover the joys of advertising. And since we have to cast this net wider PN should only get bigger!” said Lowe Lintas and Partners NCD Amer Jaleel.

     

    The agency’s NCD Arun Iyer added, “It’s a great opportunity for Lowe Lintas to give back to the community and the industry of advertising. We would want young creative guys to come in and get the chance to talk to some of the best known CDs in the country. Not only to get a sense of what the real world is all about, but also for the encouragement that they deserve and opportunities that advertising offers.”

     

    Founded by IHAVEANIDEA in 2003 and now presented by Art Directors Club, New York, the 2014 Portfolio Night 12 event will be held simultaneously in more than 20 participating cities worldwide. In addition to Lowe Lintas in Mumbai, confirmed Portfolio Night 12 cities and City Hosts include:

    · Athens, hosted by Bold Ogilvy & Mather

    · Austin, hosted by LatinWorks

    · Beijing, hosted by Ogilvy & Mather

    · Beirut, hosted by Havas Worldwide Middle East

    · Boston, hosted by SapientNitro

    · Budapest, hosted by Kirwoskiisobar & Umbrella

    · Cape Town, hosted by McCann

    · Chicago, hosted by Chicago Portfolio School

    · Detroit, hosted by Doner

    · Dubai, hosted by Havas Worldwide Middle East

    · Johannesburg, hosted by McCann Johannesburg

    ·  Kansas City, hosted by VML

    · Los Angeles, hosted by Team One

    · Montreal, hosted by Tank

    · New York, hosted by Huge

    · Paris, hosted by AACC

    · Shanghai, hosted by Ogilvy & Mather

    · Singapore, hosted by BatesCHI & Partners

    · Tel Aviv, hosted by Habetzefer Advertising School

    · Tokyo, hosted by Saatchi & Saatchi Fallon Tokyo

    · Toronto, hosted by The Hive

     

    Each City Host is responsible for bringing together the top creative directors in its city with up-and-coming advertising talent; which will provide junior talent with the opportunity to learn from the best, and to provide leading industry creative directors with a chance to mentor and give back to the advertising industry.

     

    With 25 top CDs from the industry slated to attend and review the work of young, enthusiastic and creative, this highly anticipated evening will unite advertising and design communities in every continent as the next generation of creative talent makes an exciting foray into the industry.

     

    The idea is to not just create a platform for young talent, but to also actively look for the unique, different and gifted. For the review process, aspirants will be divided into three batches and every aspirant will be given a chance to get his/her portfolio reviewed by three creative directors. Each creative director will meet three candidates individually for 15 minutes and review their work, ideas and offer them feedback.

     

    The best portfolio out of the lot will be identified as ALL STAR and will be flown to New York to take part in a week long creative challenge on a specific brief.

     

    Portfolio Night 12 is made possible by the support of global sponsors – Shutterstock, Twitter and SqaureSpace.

    Tickets for Portfolio Night are on sale since 16 April. More details are available on http://www.portfolionight.com/12/mumbai/

  • Awards shouldn’t be taken very seriously: R Balki

    Awards shouldn’t be taken very seriously: R Balki

    MUMBAI: A leader is said to be the one who takes criticism in his stride and recognition is the last thing on his mind. We wonder if this is the driving thought of filmmaker and the chairman and chief creative officer of the ad agency Lowe Lintas & Partners R Balki?

     

    At the recently concluded Effie Awards conducted by the Advertising Club, Lowe Lintas walked away with the Agency of the Year honour as it bagged six gold, five silver and five bronze metals at the award ceremony. But the man, who is the driving force behind the stupendous work, proclaims that awards have never been in his priority list.

     

    In fact, most of the award shows of the advertising world have in any way not earned the required respect from the ad fraternity. While some have been shunned by most of the advertisers, some have not even been noticed. And some agencies have started their own award shows in order to bring in quality, for instance Lowe Lintas’ True Show or Ogilvy and Mathers’ Envies.

     

    Unlike the showbiz that’s full of award functions and celebrities gracing them as well, the award shows of the ad world are a low key affair attended by few and the number of participants being even fewer. And if in such a scenario, an award function manages to bring almost the entire fraternity together, it certainly means something. The 13th edition of Effie received a great response with almost every agency gracing the event.

     

    Lowe Lintas led the Effies leaving Ogilvy & Mather behind by 35 points, but the winning companies’ boss still stood by his belief that these functions are about partying and winning and losing doesn’t really matter. Indiantelevision.com probed Balki a little more to get an insight after his agency’s grand victory. Excerpts:

     

    On a personal level, you have been very vocal about what awards (don’t) mean to you! So what do you and your team have to say about winning the Effie?

     

    It is not about winning or losing but an evening of celebration. Effies have always been a constant part of the industry and we have always participated in it. It is a democratic agency where many feel that we should enter the agency and not others. So we enter in the shows where the team as a whole wants to participate.

     

    So if you win, you party with a lot of noise and if you don’t win then you should party without making a big noise. I think winning and losing is a part of the game and I don’t think awards should be taken so seriously. It’s not a death and life scenario at all; it is not that if one wins an award we are better or otherwise. I believe that it is the work that speaks and it could be good or bad without winning an award.

     

    Awards are not important but if the team feels that they want to participate in a certain award then they are free to do so. The team right now felt that it should participate in the Effies and so we went ahead and did. Tomorrow, if the team feels that it doesn’t want to participate in any award then we will not. It all depends on the team.

     

    Anything you would like to change about Indian advertising awards?

     

    One hundred per cent we would like to initiate an award where advertising should be just the way it is. It can neither be all about effectivity nor creativity. I think creativity is to make things better and sometimes it is not about making it better. Sometimes great ideas also don’t work. It cannot be just about effectiveness or blind creativity. There is a way to judge advertising ads. It is funny that an industry which creates so many ads and brands hasn’t been able to create an awesome award function for itself.

     

    Whom do you see as your main competitor especially during award shows?

     

    We don’t believe in award shows so we don’t believe in competitors. There are a lot of good agencies; O&M is a great agency which is during great work. There are few others as well but two agencies which are doing some great work are O&M and Lintas.

     

    Which would be the one award which you would like to hold in your hands? Since you have dabbled in films it can be a film award too?

     

    Since I don’t believe in them, I guess I will have to think hard before I say that. Right now, I don’t know if there’s an award that exists that really catches my fancy.