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Tag: mcgarrybowen India

  • mcgarrybowen India launches latest report ‘The New Darwinism’

    mcgarrybowen India launches latest report ‘The New Darwinism’

    NEW DELHI: mcgarrybowen India, the creative agency from the house of Dentsu Aegis Network (DAN), has launched its latest report, ‘The New Darwinism’. The report uses creativity to paint a world of the future and attempts to predict how human beings will behave once the lockdown is rolled back. 

    ‘The New Darwinism’ is one of its kind understanding of the future through the lens of the present. It enables brands to be prepared for the new behavioural forces of the world, making them easily accepted by their consumers. The report builds on the idea of post-Covid2019 transformations, changing lifestyles, new work culture, and brand revolutions.

    Some of the key behavioural trends highlighted in the report are:

        Travel will focus on unwinding and chilling. It will not focus on exploration and discovery of the unknown as people will look towards the comfort of the known. The choice of destination will not be governed by just the quest for the unseen but will be guided by cities/places that have good support infrastructure and bigger hotel chains, which can guarantee safety. Experimenting with local, authentic cuisine in a restaurant at a remote part of town will change to trying out food at safety-certified big restaurants. Since people will be wary of traveling, staycations will rule over vacations.

        Comfort will seep into the realm of Fashion and Beauty industry as consumers will be less guided by external validation and focus more on what they really like. Party wear will get replaced by more comfortable house party ranges. Fashion may see a rise of the new work from home wear, clothes that are multi-functional, activewear and people might focus on affordability. There will be a resurgence of themes like national pride and sustainability because the pandemic has led to a collective realisation of working in harmony with each other and our surroundings. DIY (Do it yourself) beauty products will see more adoption as will ‘do-good’ products rather than ‘look-good’ products.

        For malls and cinemas, restrictions will be the new freedom that people will seek. Restricted seating, restricted tickets/passes and focus on more pre-packaged food at theatres will be asked for. The movie-going occasions will be creatively created as most of the movie releases have been delayed or pushed to next year. Japanese, Korean and International film festivals will be driving the theatre queues as will the replaying of marquee 3D and IMAX based films to bring back the lure of the theatres.

        The need for entertainment is going to redefine the home space. The interest in Smart TVs, Firestick, Chromecast, Xbox and Bluetooth speaker is going to intensify.  When it comes to the durable category, kitchen appliances will get a facelift with consumers spending more time in the kitchen and experimenting with food. Hence, oven, microwave and water purifier might get traction, as will durable categories that drive convenience like vacuum cleaners and dish washers.

    mcgarrybowen president Nishi Kant said, “We are living in interesting times. The future of Indian businesses is going to be defined and shaped by what we are going through. So, we thought instead of discovering it when it happens, why don’t we start imagining how it will look like. We wanted to create a playbook that brands across different categories can use.”

    mcarrybowen India general manager Pragati Rana added, “We had a lot of fun while coming up with this report. Not only did we consider the present, we wanted to emphasise on the future and create something that brands, and businesses could put to use.”

  • Dentsu Aegis Network names Nishi Kant as new president for mcgarrybowen India

    Dentsu Aegis Network names Nishi Kant as new president for mcgarrybowen India

    NEW DELHI:  mcgarrybowen India, the creative agency from the house of Dentsu Aegis Network (DAN), has named Nishi Kant as its new President. Prior to this, Kant was EVP and ranch head, Dentsu Webchutney, Delhi and Mumbai. In his new role, Kant will spearhead the agency across its three offices in Delhi, Mumbai and Bangalore. He will continue to report into Sidharth Rao, chairman, mcgarrybowen India & Dentsu Webchutney.

     Sidharth Rao said, “In my 15 years of work experience with Nishi, I have seen him grow into a business leader par excellence from a mighty creative resource. He has successfully led Dentsu Webchutney’s offices in Delhi and Mumbai. mcgarrybowen holds a great legacy globally and I welcome him to instill his values and lead the team, nationally. I firmly believe his insights will enhance the company’s brand value and empower potential growth.”

    Nishi Kant added, “I am honoured and energised by the opportunity to assume the leadership of mcgarrybowen India in the midst of these challenging times. I have deep respect for all the work that has taken place to transform mcgarrybowen as a global creative powerhouse. I am looking forward to working with our talented team and group leaders over the coming years to create a truly integrated agency. Together, we will capture the next wave of growth for mcgarrybowen India by remaining laser-focused on serving our clients, crafting efficient creative work, and providing the best career experiences to our people.”

  • Dentsu Aegis Network adds Dentsu India CCO portfolio to Soumitra Karnik

    Dentsu Aegis Network adds Dentsu India CCO portfolio to Soumitra Karnik

    NEW DELHI: Dentsu Aegis Network (DAN), the global media & marketing communications conglomerate, has now entrusted Soumitra Karnik, currently chief creative officer (CCO) at Dentsu Impact and mcgarrybowen India, with the additional charge of CCO, Dentsu India. He will assume this role for Dentsu India, the full-service agency headquartered in Bangalore, with immediate effect, and will report into DAN India creative chairman Agnello Dias.

    Under the expanded mandate, Karnik will lead Dentsu India’s creative output nationally and will be responsible for maintaining and amplifying a robust client-agency relationship for the agency across its offices in Bangalore, Mumbai, Chennai and Kochi. 

    Agnello (Aggi) said, “I have known Soumitra for many years now and he is the sort of guy you could go to war with. Nothing fazes him. I have seen him take on the most absurd challenges with a happy fascination at having found a new puzzle to solve. He has that rarest of attributes in a creative person – his creative stamina, and I am sure he will go on to do more than justice to his new extended role.” 

    Karnik said, “Keeping the big-sounding designations aside, I am the same hungry and relentless creative person that I have always been. Lately, I find a lot of people from the industry complain about the prevalent diminishing standards and mediocrity everywhere; and while I am certainly not going to deny this, I also believe that the only way out of it is to roll up our sleeves, put our heads down, and get to work. That is exactly what we did when we were giving shape to Dentsu Impact a few years back. We won a lot of good clients and did a lot of good work which won us a battery of awards nationally and internationally. I am fortunate to have worked very closely with some great clients and some amazingly talented team members. Without the support of both, consistently producing good work is just not possible. With the mandate and the freedom to build a strong creative culture at Dentsu India, what I now have is an incredibly exciting challenge and an opportunity – all rolled into one.”

    DAN India  chairperson creative line of business Narayan Devanathan said, “Soumitra and I have been partners in crime for close to nine years now, and I couldn’t be happier to have him now also lead the creative mandate at Dentsu India. Over the years, Dentsu India has grown to be one of the most stable partners any client could ask for. With this solid foundation, I’m sure Soumitra will help the agency scale new heights with a creativity-first approach.”

    Soumitra joined the network in 2012, playing a key role in the resurgence of the group’s creative reputation. Prior to that, he was an ECD at JWT. In over 11 years spent there, he worked on a variety of clients, including Pepsi, Airtel, Nestle and Hero Honda. Karnik has also worked at Lowe and Percept. Among his notable campaigns are ‘Pepsi Yeh Hai Youngistaan Meri Jaan’, Slice Aamsutra, ‘Yaari Ki Gaadi’ for Hero Honda Splendour NXG, and the ‘What Makes Us Click’ Campaign for Canon, to name a few.

  • BIG FM, mcgarrybowen India launch #PrideFromHomeByBigFM

    BIG FM, mcgarrybowen India launch #PrideFromHomeByBigFM

    NEW DELHI: BIG FM, one of India's largest radio networks, together with mcgarrybowen India, the creative agency from the house of Dentsu Aegis Network (DAN), has taken its philosophy ‘Dhun Badal Ke Toh Dekho’ a step further in its latest campaign, #PrideFromHomeByBigFM.  

    The pride march represents something precious, especially for those who had been shunned, shamed and even jailed for years. The idea behind the rally is to promote the right to live with pride and dignity against oppressive laws and stifling societal values. Every year, millions of courageous people come out on the streets and express who they are. They walk holding hands, kiss who they love, and hope that the world will see them differently. 

    But 2020 changed it all. The Covid2019 induced global pandemic that enforced a strict national directive that everyone follows physical distancing has led people to stop expressing themselves at public gatherings including the pride march. Therefore, BIG FM, in association with mcgarrybowen India, decided to encourage everyone to be part of the Pride parade without leaving their homes and showing support by hoisting an unusual flag from the safety of their homes. 

    People were asked to do what they do every day – put their clothes to dry but with a twist. This time, they had to show their support by arranging them in a manner that creates the pride flag. They were further asked to take a picture of the same and upload it using the hashtag, #PrideFromHomeByBigFM. Various RJs from Big FM along with many LGBTQ community activists, friends and followers, came together to show support. From social media promotions, reminding people about this unique initiative, to mentions by RJs on-air, they encouraged more and more people to do this simple act that needs no effort.

    Commenting on the campaign, a BIG FM spokesperson said, “We at BIG FM have always focused on driving forward a sense of purpose and outcome in all our campaigns and initiatives. Since it was the pride month, we wanted to bring the celebrations home to the millions who revel in these rallies. During this time, by bringing the community together in a unique manner by ensuring social distancing, we, as a network, continue to be one of their biggest supporters.”

    mcgarrybowen India  national creative director Aalap Desai added, “The lockdown has changed the way people behave and has challenged the creative team to think harder and asymmetrically about creative solutions. While there are many powerful insights that can be tapped into, we needed to think of many creative ways to put them into action. Creating a Pride flag using your laundry was, for us, a stroke of ingenuity.”