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Tag: Malvika Mehra

  • Rahul Mathew, Avinash Pandey, Malvika Mehra, Sudha Natarajan & Tista Sen named jury chairs for Abby Awards 2024 by One Show

    Rahul Mathew, Avinash Pandey, Malvika Mehra, Sudha Natarajan & Tista Sen named jury chairs for Abby Awards 2024 by One Show

    Mumbai: DDB Mudra Group chief creative officer Rahul Mathew, ABP Network CEO Avinash Pandey, Malvika Mehra, Sudha Natarajan, director response in Times of India Group and Tista Sen join as jury chairs for brand activation and promotion category, broadcaster category, Young Maverick Abby category, publisher category and Green Abby category respectively, at The Abby Awards 2024 powered by One Show.

    DDB Mudra Group chief creative officer Rahul Mathew has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the brand activation and promotion category.

    Under Rahul’s leadership, the DDB Mudra Group became the first Indian agency to be crowned APAC agency of the year at Spikes Asia. The work from the agency has won four Grand Prix at Spikes Asia in the last three years.

    In 2019, DDB Mudra became the first agency in the world to win the D&AD Impact Prize Fund. According to the 2021 Campaign Brief Asia ranking, DDB Mudra Group was ranked #3 in India. The WARC 2021 ranking of DDB Mudra was that of the #1 Effective Agency in India as well as Asia.

    Rahul has had the privilege to judge in numerous shows across the world, he was also the Jury President for Press & Outdoor at D&AD ‘22.

    Rahul believes that creativity isn’t a department, it’s an attitude.

    ABP Network CEO Avinash Pandey has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Broadcaster category.

    ABP Network is India’s leading television and digital network with four TV channels running 24×7 on cable and satellite, serving in 8 languages on Digital, touching a total audience of over 265 million.

    Avinash has over 28 years of experience in media, news, advertising and digital.

    Avinash is also the president of News Broadcasters & Digital Association (NBDA), President of International Advertising Association (India Chapter) and serving Director of Digital News Publishers Association (DNPA).

    He is the founding director of ABP Studios, which has produced award-winning films and TV series.

    Avinash is a Delhi University Graduate and Post Graduate in History and an AMP from Harvard Business School.

    Avinash has received numerous awards including CEO of the Year Award twice from ENBA.

    Malvika Mehra has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Young Maverick Abby category.

    In a career spanning three decades, Malvika has donned many hats across advertising and marketing. Leading the brand mandate as chief creative officer at Grey and Dentsu, successfully partnering clients and building famous brands like Bingo! at Ogilvy and running her own independent venture, Tomorrow Creative Lab, Malvika has moved on to being an independent consultant and brand partner to CEOs & founders.

    Currently, Dinshaw’s Dairy foods creative head, marketing Malvika was formerly Good Glamm Group’s Good Brands chief creative officer.

    Malvika has been invited three times as juror by the prestigious Cannes Lions across the print, film and design categories. She has been part of other eminent global juries for advertising and design including Clio, Spikes Asia, Dubai Lynx, Kyoorius apart from Abby awards. Along the way, her work has picked up more than a 100 awards at shows like Cannes Lions, D&AD, The One Show, Adfest Asia Pacific, Spikes Asia, Kyoorius, The Abbys and The Effies.

    Some of Malvika’s famous brand campaigns have been the launch of ITC Foods’ Bingo!, and her insightful work across Titan, Hutch, Vodafone, State Bank of India, Gillette, Reliance Telecom, Dell, Fiat, Honda, Duracell and the Indian Army.

    The impact of her work and leadership has earned her a place among India’s ‘50 Most Influential People in Media, Marketing and Advertising’ (Economic Times – Brand Equity Agency Reckoner 2019), and the ‘Top 20 Creative Directors in India’ (ET, Brand Equity Agency Reckoner) twice in the past.

    Times of India Group director response Sudha Natarajan has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Publisher category.

    Sudha has had 25 years of learning experience, with 13 of them being in leadership positions, in marketing, advertising, and media organizations.

    Sudha has been the director looking after a diversified revenue portfolio, including the Digital offerings for Bennett, Coleman & Co., the largest and most diversified media company in India,

    Sudha has served as the CEO of a large international agency network, Lintas Initiative Media (2nd largest, in India).

    Sudha was voted as ‘Woman Icon’ of the marketing & advertising industry, she was ranked the 14th most influential marketing & advertising person by Economic Times. Sudha has served on various juries like Festival of Media, Asia and Cannes. Sudha is also a board member on several group companies.

    Tista Sen has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Green Abby category.

    Tista Sen started her career with Whitelight Production, India’s leading ad film production company. After assisting on over 60 commercials she joined Lowe Lintas as a writer and worked on brands like Johnson & Johnson, Cadbury’s and Unilever.

    Tista joined J Walter Thomson and for over 22 years she was involved with some of the largest brands in India and some of the most memorable and well-loved ad campaigns for Unilever, ITC, Godrej, GSK, Aditya Birla, Sony, SBI Mutual Funds

    Tista has been ranked among the 20 most creative people in Asia and worked on campaigns that have won numerous metals at Cannes, Clio, Ad-Fest, One Show, D&AD, Clio, Spikes Asia including the Grand Prix and Gold for her work on Lost Daughters in 2022.

    Over the years, Tista has been on the jury of several global advertising festivals including Cannes, D&AD, Clio, LIA, Gerety Awards, Spikes and The New York Festival. In 2015 Tista had the pleasure of being the only Asian on the inaugural Glass Jury at Cannes that honours gender diversity in communication.

    Tista is co-founder of The Collective, an agency-agnostic platform that is a voice for young women in the industry when it comes to discrimination and gender inequality. Passionate about story-telling and the power of the written word, Tista is the only Indian to be published in the Modern Love Column of the New York Times.

    Tista recently founded Ladyfinger, an agency that talks to women specifically on issues they can relate too and has worked with brands to adopt an insightful communication model.

    The Abby Awards will be held on the 29, 30, and 31 May during Goafest 2024.

    For more details on The Abby Awards, visit https://abbyawards.com/

  • The Good Glamm Group ropes in Malvika Mehra as chief creative officer

    The Good Glamm Group ropes in Malvika Mehra as chief creative officer

    Mumbai: The Good Glamm Group has recently announced the appointment of advertising stalwart Malvika Mehra as chief creative officer. Malvika will lead the strategic thinking and creative mandate on brands across offline and online channels including mainline, performance, social, community, marketplace, store, digital, retail and design. The Good Glamm is the content-to-commerce group in South Asia and the digital BPC (Beauty & Personal Care) conglomerate leveraging content and creators for commerce in India.

    Mehra has 30 years of expertise in the advertising industry. She worked with Grey for five years and Ogilvy for more than 15 years before joining Dentsu India. She also founded Tomorrow Creative Lab and served as its creative director for two years. In the course of her career, Mehra has worked on brands like Vodafone, Honda, and Gillette, to mention a few. 

    Later, she started her own entrepreneurial journey with Tomorrow Creative Lab, her clientele included the likes of HUL, Oyo Rooms, and NDTV among others.

    Additionally, she has participated as a jury member for cinema, print, and design categories at prestigious international advertising and design festivals like Cannes, Clio, and Spikes Asia.

    Mehra shared via her LinkedIn profile, “The Good Glamm is the largest content-to-commerce group in South Asia and the fastest growing digital BPC (beauty and personal care) conglomerate leveraging content and creator for commerce in India. I am excited about using new tools to deliver both – brand desire and great value for our brands here.”

  • ITC’s fabelle is all set to launche its first TVC

    ITC’s fabelle is all set to launche its first TVC

    MUMBAI: India’s home-grown chocolate brand, Fabelle from ITC Foods has rolled out its first-ever TVC campaign for the mass consumer chocolates business segment. After re-defining the Indian luxury chocolates segment, Fabelle has extended the same appeal to its FMCG chocolate range which includes superior and differentiated offerings – the Fabelle Choco Deck and Fabelle Soft Centres.  The brand’s first TVC enlivens Fabelle’s core philosophy – When you believe, magic happens!

    In a quest to deliver unparalleled and distinguished chocolate experiences in the country, Fabelle forayed into the FMCG premium chocolates segment with two formats, Fabelle Choco Deck and Fabelle Soft Centres in 2018. The launch of Fabelle’s first TVC further reaffirms its intent to continue offering one-of-a-kind chocolate experiences to the Indian chocolate consumers and set benchmarks in chocolate innovation, through its distinguished product offerings.

    The storytelling for Fabelle Soft Centres, a chocolate that has been crafted to bring alive the magical experience of desserts, comes across in a beguiling manner through the TVC- made by Dentsu India. It aptly highlights the product’s attribute of having a centre filling that is infused with chocolate mousse, making it a perfect indulgent delight, that’s nothing less than imaginative. 

    The TVC has been created in the same vein. We see a young girl faced with a moment of self-doubt. It is at this point that Fabelle acts like a catalyst to unlock her imaginative powers and create a magical transformation in her. A track begins that hooks from the word go as we meet a magical character born of her imagination. What follows is a dreamy sequence where the characters share some beautiful, magical moments which also transports the viewer into a world of magic!

    This prods the viewers to tap into their imagination through the message: ‘When you believe in magic, it happens!’

    On the launch ITC Limited chocolates confectionary coffee and new categories food division chief operating officer Anuj Rustagi elaborates, “Since its inception, Fabelle has consistently been able to deliver innovative and unique chocolate experiences through its offerings in luxury and premium FMCG range. In fact, introducing distinctive offerings to cater to consumers’ ever evolving taste is Fabelle’s raison d'être. With the launch of Fabelle’s first TVC, the brand has taken a giant leap in the world of mass marketing and communication.  The film captures how Fabelle delivers magical experiences to consumers through its multi-textural products, offering superior experiences to today’s chocolate consumers. In that sense, the TVC aims to ignite imagination about the superior Fabelle offering among the viewers.”

    Dentsu India chief creative officer Malvika Mehra said, “What’s a chocolate got to do with self-belief you ask. Lots, we say. We sometimes go through moments of self-doubt and often need an external nudge towards believing. Fabelle is that little tap on the shoulder here. It unlocks a new perspective and a wonderful transformation thereafter. It is, indeed, the taste of magic.”

    Dentsu India  CEO Simi Sabhaney said, “ITC Fabelle is a brand rather close to our hearts since we have been associated with it from its early days of conception. The task we had set for ourselves was to create work that was as magical as the product experience it delivers. Hope everyone enjoys watching this film as much as the team did while creating it!”

    Currently, the TVC is on air across multiple media touchpoints including TV, OTT and other digital platforms in Karnataka and will subsequently be rolled out across other target markets. The TVC has already clocked over 2.2 million views on YouTube.

  • Dentsu India strengthens creative team with new appointments

    Dentsu India strengthens creative team with new appointments

    MUMBAI: Dentsu India, the brand solutions agency from the house of Dentsu Aegis Network, has appointed Siddharth S as group creative director and Rigved Sarkar as associate creative director at their Bangalore and Mumbai offices, respectively.

    Siddharth’s last stint was with Leo Burnett Orchard, Bangalore, where he was senior creative director on brands like Amazon and Ola. He will report to Krishna Mani who recently joined Dentsu India as ECD – South.

    Before joining Dentsu India, Sarkar was creative controller at 82.5 Communications, Mumbai, where he worked on Tata Motors, RuPay, etc.

    Speaking about their roles, Dentsu India chief creative officer Malvika Mehra said, “We are nothing without our people. I’m happy that we have new talent like Siddharth and Rigved on board, who believe in the vision we have for the creative product at Dentsu India. Both are talented writers, with a pulse on the requirements of the new brand world we are experiencing today. I am really looking forward to us working together and creating some famous work for our clients across both geographies. ”

    On his appointment, Siddharth said, “In the business of creativity, one can't afford to get comfortable. The world outside is an ever evolving one. The mechanics of advertising are changing every day. I was seeking an exciting new challenge that would help me recalibrate my skill sets to the demands of start- ups and established brands. As they say, what you seek is seeking you. My meeting with Malvika was just that.”

    He added, "Malvika has a vision for Dentsu India. All we need to do is align with that vision. I feel Dentsu India has an exciting mix of talent and clients to become a force to reckon with. 2019 has been a year of unprecedented momentum at Dentsu India and there's a collective feeling here that this momentum will propel us into an even bigger league.”

    Talking about the new role, Sarkar said, “When Malvika told me of the vision that she had for Dentsu India, I was hooked immediately. We are entering an era that requires a whole new level of creative thinking, with brands old and new constantly looking for innovative and inspiring ways to reach out and engage with people. Dentsu India is doing just that and I’m excited to be a part of it. There are some amazing people here doing amazing stuff and I cannot wait to create more magic with them.”

  • Dentsu India appoints Krishna Mani as executive creative director – South

    Dentsu India appoints Krishna Mani as executive creative director – South

    MUMBAI: Dentsu India, the brand solutions agency from the house of Dentsu Aegis Network, has appointed Krishna Mani as executive creative director – south. He will be based out of the agency’s Bangalore office and will report to Dentsu India chief creative officer Malvika Mehra.

    Previously, Krishna worked with Ogilvy Delhi as group creative director, where he handled some of the biggest brands in the country including Sprite, KFC, Voltas, Honda, Philips, Pizza Hut, and Dabur. With over 16 years of experience, which involves many accolades including Cannes Lions nominations, Krishna is all set to lead the agency’s creative mandate for its south operations.

    Talking about Krishna’s appointment, Dentsu India chief creative officer Malvika Mehra said, “Good work is mostly the outcome of happy accidents – good clients colliding with good talent. Add a new location to the mix and one usually lands a winning combo. I’m glad to have managed to lure Krishna from ‘saddi Dilli’ to ‘namma Bengaluru’. Krishna has done some amazing work in the past and with the exciting roster of clients in our offices across South – Bangalore, Chennai, and Cochin, I am really looking forward to us creating some magical, new-age work together. With my time divided between the Mumbai and South offices, I can see many delightful evenings spent on the lawns of the Bangalore Club with our teams, cracking ideas that make our clients and Dentsu India famous.”

    Commenting on his joining, Krishna said, “When you have been in one place for 16 odd years, it’s not easy to leave. A nudge just doesn’t do, you need something way more exciting, more magnetic. That was what Malvika’s call for Dentsu India was for me. When she said there was a great opportunity to create something new, build something special, I was tempted. When she said it’s about leading the agency in the south markets, I was very interested. (Especially now when regional insights are becoming more and more important). When she said the clients are a mix of strong brands and bubbling start-ups, I was finally hooked. Add to this the support of the huge Dentsu Aegis Network; and yes, the weather of Bangalore. I was totally onboard. I have always had a vision of creating media agnostic communication, and today there’s no better place to begin doing that than Dentsu India Bangalore.”

  • Dentsu India appoints Malvika Mehra as chief creative officer

    Dentsu India appoints Malvika Mehra as chief creative officer

    MUMBAI: Dentsu India – the holistic brand solutions agency from the house of Dentsu Aegis Network (DAN), has roped in Malvika Mehra, erstwhile founder and creative director of Tomorrow Creative Lab, as chief creative officer. As part of the mandate, Mehra will now be responsible for the agency’s creative duties across all offices. Dentsu India will also launch Dentsu India Tomorrow Lab – the new design and innovation unit, under her creative leadership.

    More than two decades of successfully partnering clients in building famous brands across two advertising agencies (Ogilvy and Grey), and her own independent venture, Tomorrow, has earned Malvika a prominent name in the industry.  Some of her more famous brand work has been on ITC Foods’ Bingo!, Vodafone, State Bank of India, Gillette, Reliance Telecom, Dell, Fiat, Honda, Duracell, and the Indian Army.

    As an entrepreneur, under the Tomorrow brand, Malvika has handled brand strategy, design and communication for the artificial intelligence and data analytics company, Fractal Analytics Inc, Hindustan Unilever Ltd, Ashiana Housing, NDTV, Arvind Group, Hotstar, Oyo Rooms, Awfis Co-working Spaces, Streamcast Technologies, Vivaana Hospitality, and Generico Chemists amongst others.

    A two-time Cannes Gold Lion and D&AD pencil winner, Malvika has served jury duty across categories like film, print and design at international advertising and design festivals like Cannes, Clio and Spikes Asia.

    Speaking on the new appointment, Dentsu India CEO Simi Sabhaney said, “I am delighted to welcome Malvika to the Dentsu family. I have worked with her in the past, and I must say it was a rather fruitful experience. I respect Malvika for her fine design thinking ability, entrepreneurial spirit and her hunger to create great work that works.”

    Malvika Mehra said, “Change is the only constant. Anyone worth his or her salt interested in creating game changing brands of the future, needs to be agile and learn to adapt, quickly. Joining Dentsu India as CCO, has been the most interesting pivot in my entrepreneurial journey. With the backing of the robust, truly collaborative DAN network and teams and a solid, go-getter business partner in Simi, I get to play that fancy word, intrapreneur for real. And continue to place the brand, at the golden intersection of ideas (of course), but also design and technology, for all our amazing clients.”

  • Olive Crowns JWT’s ‘campaign of the year’

    MUMBAI: The India Chapter of International Advertising Association (IAA) hosted the 7th edition of its annual property, the Olive Crown Awards. JWT leads the pack as they bag four Golds at the Olive Crown Awards 2017, on Wednesday 15 March at Famous Studios, Mahalaxmi (Mumbai). The awards acknowledged the remarkable work of those individuals who drove the message of sustainability or ‘green advertising’. The event was attended by senior marketing, media and advertising professionals from across the country.

    An eminent jury comprising renowned professionals such as K V Sridhar, Founder & Chief Creative Officer of Hyper Collective; Sonal Dabral, Chairman & Chief Creative Officer of DDB Mudra Group, India; Carlton Disilva, CEO & CCO of Hungama Digital Services, Malvika Mehra, ​Founder & Creative Director of Tomorrow Creative ​Lab ​and Raj Nair, CEO & Chief Creative Officer of Madison BMB, shortlisted the winners through a rigorous process, keeping in mind the contribution of each individual towards saving the earth. The jury for the Corporate Crusader award included Shernaz Vakil, Chairman & MD of Dai-ichi Karkaria Ltd, Suresh L. Goklaney, CEO of Eureka Forbes Ltd, Sachin Kalbag, Editor of The Hindu and K. Anandasagar, MD & Chief Compliance Officer of Citibank, following a similar procedure in short-listing the winners.

    The awards were presented across 20 different categories, including the coveted title ‘Green Crusader of the Year’ award, which was presented to the charming actress Dia Mirza for her contribution towards the welfare of the society by associating with NGOs, in addition to her constant efforts towards the green initiative. The award was presented by Monica Tata, along with the Guest of ​Honour, Actor and Social contributor Vivek Oberoi. The’ Campaign of the Year’ and the ‘Brand of the Year’ awards was presented to The Hindu for their #spiritofBengaluru campaign, ideated by J Walter Thompson, India.

    IAA India chapter president Neeraj Roy said, “It is really heartening to see the message of a ‘Green Earth’ reach millions of people with the effective apparatus of mass media. We are extremely honored to host yet another successful edition of the awards, and we look forward to replicating the same success in the coming years with more captivating entries that are contributing in making the world a better place to live in.”

    Vivek Oberoi said, “Thanks to a tradition that my family started 11 years ago in our Juhu house lane, of planting trees on each birthday, our locality has transformed, bringing about a significant change.”

    Dia Mirza said, “It is a honour to receive the award for Green Crusader of the Year at Olive Crown Awards 2017. It is crucial and extremely difficult to make people realize this umbilical link we have towards the environment.”

  • Jury for 2015 Kyoorius Advertising & Digital Awards announced

    Jury for 2015 Kyoorius Advertising & Digital Awards announced

    MUMBAI: Kyoorius, in association with D&AD, has named the jury members for the 2015 Kyoorius Advertising & Digital Awards.

     

    The nine-member advertising jury has been culled from agencies such as Droga5, JWT, Ogilvy & Mather, SapientNitro, Publicis, DDB Group and Grey, led by Grey London chairman and chief creative officer Nils Leonard and includes:

     

    · Andy Greenaway executive creative director Andy Greenaway

    · Lowe Lintas & Partners national creative director Arun Iyer

    · Publicis South Asia Director chief creative officer Bobby Pawar

    · DDB Group Singapore group executive creative director Joji Jacob

    · JWT Singapore executive creative director Juhi Kalia

    · Grey India national creative director and EVP Malvika Mehra

    · Droga5 Executive creative director Nik Studzinski

    · Ogilvy & Mather India national creative director Rajiv Rao

     

    In partnership with D&AD, Kyoorius identifies the foremost creatives at the cutting edge of their respective fields from all over the world. The jury comprises international, regional and Indian members to ensure that work is judged at par with global best practices, while emphasizing the local context and mindset of Indian audiences.

     

    Kyoorius founder and CEO Rajesh Kejriwal said, “Our jury members represent the best of advertising and digital today. They raise the bar for the quality of work we expect to be entered and also bring experience judging international awards shows like D&AD.”

     

    “We want work to be judged on its merit, irrespective of language or cultural reference, thus a diverse jury is essential,” Kejriwal added.

     

    As per the Kyoorius and D&AD’s judging criteria, voting is always done in private, never by a show of hands. All jury members will gather from 29 April to 2 May 2015 in Mumbai to review, discuss and elect the best of the best over an intensive three-day session, which will be open to the public.

  • Sunil Lulla will bring in a new dimension in our offering to clients: Nirvik Singh

    Sunil Lulla will bring in a new dimension in our offering to clients: Nirvik Singh

    When indiantelevision.com wrote about Sunil Lulla taking up a leadership position in Grey India, it did surprise many in the industry. Very few knew or recollected that Lulla’s roots have been in advertising: he was an account director at HTA (now JWT India) and had also taken the role of regional client servicing director on the Colgate Palmolive business with Y&R New York.

     

    The announcement of his joining saw the departure of president & CEO Jishnu Sen. Lulla is taking over at Grey India at a time when it is in the midst of a grow-grow phase. On the global front, Grey was ranked as the agency of the year by adage.com for its revenue growth, client retention and the fact that it won almost all of the client pitches it made in 2013.

     

    In India, Grey, the advertising network of the Grey Group, acquired a majority stake in rural and marketing communications services provider RC&M just as the year was drawing to a close.

     

    It has done well on the awards front too, both in traditional and digital advertising.  It can be noted that Grey India picked up a Gold Lion at the Cannes this year in the Press category for the work done for P&G’s Duracell Batteries.

     

    Indiantelevision.com’s Priyanka Nair got in touch with Grey Group Asia Pacific CEO Nirvik Singh to chat with him about the leadership change in India, and what he expects going forward.

     

    Excerpts: 

     

    With Sunil Lulla coming on board, what are the areas in which Grey India is looking at expanding?

     

    We have been investing in India continually and with RC&M coming under our fold, I believe we have the right expertise and capabilities currently across the full marketing spectrum. Sunil Lulla would play a critical role in integrating and strengthening our offering.

     

    In the 30 years of experience that Sunil Lulla has, he has been associated with the broadcast side of the business most. How do you think his expertise will help in the growth of Grey India?

     

    With his 30 years of working experience, Sunil brings with him a wealth of knowledge from the media side of the business, not just broadcast. From our conversations, he has shown that he knows the heavily fragmented media landscape in South Asia in depth. By having him leading our operations in India, he is able to add a new dimension in our offering to our clients.

     

    How has the year 2014 been so far for Grey India?

     

    2014 has been really good for Grey Group, not just in India but across Asia Pacific as well. We are seeing clients in the market increasing their marketing spend with us, both regional and local clients. All in all, I expect India to be a really strong performer at year end. Malvika Mehra (National Creative Director) and team have been performing consistently as well – they have brought home yet another Gold Lion from the Cannes Lions International Festival of Creativity. This is their second year in a row they are doing so.

     

    What are the plans lined up for the digital side of your business?

     

    Sudhir Nair (Senior Vice President, Head of Grey Digital India) will be working closely with Sunil on this, but I must say our digital team has been stellar in their creative solutions and output (using Twitter to launch a car and YouTube for a test drive). Digital is definitely a big part of the picture and the continued investment in talent and capabilities is top of our priorities.

     

    What is at top of your wish list for Grey India?

     

    Win more Cannes Lions next year!

     

    Till when will Jishnu Sen be with Grey India? Could you elaborate on the experience of working with him? 

     

    It has been a truly great journey – I have seen him grow into the CEO’s role and he is a great chap to work with.

  • Grey creates new Reliance Communications TVC

    MUMBAI: Reliance Communications has launched a new television commercial titled ‘All Share Postpaid Plan‘.

    The TVC has been conceptualised and created by Grey India.

    This is the first time that the campaign is introducing brand ambassador Anushka Sharma‘s family in the commercial. Earlier the ads focused on Sharma and Ranvijay.

    Grey India NCD Malvika Mehra said, “There is a new energy in this film because for the first time we are introducing Anushka‘s family. The chemistry between all the characters on the set was so natural and effortless, one would think they are actually related. There is also an interesting take on the music. We purposely did a ‘filmi‘ and dramatic track in sync with the ‘joke‘ they all are playing on the poor brother. All in all we think the film showcases the plan in an entertaining manner‘

    “This was a great product and it gave us a chance to portray Anushka in a completely different context. Yet we wanted to keep Anushka in the sane mischievous, slightly wicked zone, so I suppose the brother had to bear the brunt of her prank. And we were also fortunate that we had stalwarts like Kitu Gidwani and Jayanth Kriplani to play her parents. It was great to catch the tremendous energy and chemistry on set. This is the first film in this series and we‘re sure, as the Family set piece develops it will be very popular” Grey ECD Vishnu Srivatsav added.

    Produced by Rising Sun, the film has been directed by Shoojit Sircar.

    According to Reliance Communication Sanjay Behl group head – brand and marketing said, “”All Share Postpaid Plan” is the first of its kind offering in the country to provide compelling new experience to subscribers using multiple smart communication devices with the exclusive facility to share Voice, Data and Text on a single bill giving them affordability along with great convenience. We are confident that our customers will enjoy sharing of Talktime, Data and Text among their members on this plan that will help them save on their bill every month through our innovation of ‘One Bill‘ concept for the entire family or group.”

    In the television commercial, Sharma‘s teenage brother, a vulnerable-looking boy, storms into the room where she is watching TV with the parents (played by Jayant Kriplani and Kitu Gidwani) with a Reliance phone bill in hand, looking a little miffed. He puts the bill down on the table and demands an explanation for why his name does not feature on the bill for a plan that is supposed to be shared by a family. Sharma sees this as an opportunity to play a prank on her unsuspecting brother. She tells him that it‘s because he‘s not a part of the family. She says “tu maa ko mandir ki sidhiyon pe mila tha”. The boy stands there looking devastated. It‘s only when Sharma and parents burst into laughter that the boy knows it was a joke. When the boy begins to leave the room in disgust, Sharma smothers him with sorries and lovingly pulls him on the couch laughing and saying “tujhe bhi adopt kar lenge plan main”. The boy drops his grudge and finally looks happy to know that he‘s in the family and will soon be on a plan that allows sharing of talk, text and data with the family. Which, the commercial reiterates, is simply better.