Tag: Mohit Ahuja

  • AI: The human aspect

    AI: The human aspect

    Everyone is talking about AI; how it can lead to better solutions and cost-effective ones at that. While we have seen some marvelous results of the magic that AI can perform across automated and non-automated functions, there is one troubling aspect about the deployment of this new genie in our hands.

    This one aspect is the following fact: no one technology has ever threatened the livelihoods of human resources as this one. Earlier this month we had a top IT industry figure calling out the fact that all call-center resources could be redundant in the future as Chatbots would reach an almost ‘human-like’ level in intelligent responses very soon. This would lead to imminent huge numbers of lay-offs. Earlier in the year, we had the whole Hollywood crew and actors up in arms against what big studios planned to do with AI, at cost to all writers and small actors. The latter won, albeit in an elongated stand-off.

    The case for cost-cutting is simple and understandable. In advertising, for example, expensive and expansive shoots can sometimes be done away with by a simple sleight of hand using AI. A lot of tools are available nowadays which help put up backgrounds, locations etc., in any image or even create fresh images. We can now do things in layouts and copy which were hard to do earlier. Communication thus can look and read well and nice and good.

    The moot point though simply is this: Till now, tech had almost always emerged as a means of democratisation. You see people across social strata using phones as a means to enhance convenience, value and ROI. The PC, likewise, was a big equalizer. AI on the other hand, at least right now, is seen as a threat. It is seen as a device in the hands of big capital to replace the lower rungs of real human intelligence. Unlike the phone or the PC, AI is being looked at as a cost-reduction tool. This is not wrong in itself; it is just that this should not be the only aim. Tech cannot and should not have a side-effect like this.

    Where does this leave a country like India which had driven into the IT boom globally with great expertise at low cost as a key USP? Would replacing people with bots help out in a more tech-equal world? Yes, we can surely look at ourselves as innovators in creating newer algorithms and creating more wonders to get to the next big frontiers of AI; but that is a case of sharpening the axe continuously.

    Technology is something that needs to help humankind, if not all animal-kind, as a whole. For it to be treated as a tool which capitalists wield to their own interests, would be to diminish the ideals that science and tech have stood for. We must see how AI can better help what humans can do and not replace what humans can do. This, or any other technology, should never emerge as something that widens the economic divide between the top and the bottom. In fact, all tech should bridge these increasing gaps in an ideal world.

    PS: One joke doing the rounds is that one would have rather thought that AI took over (from humans) manual labor like cleaning and washing rather than pleasurable work like painting and creating.

    The article has been authored by GOZOOP Group president Mohit Ahuja.

  • BN Group unveils #JaisaGharWaisaCookingOil campaign for Nutrica

    BN Group unveils #JaisaGharWaisaCookingOil campaign for Nutrica

    Mumbai: Leading edible oil manufacturing company, BN Group unveiled an innovative campaign #JaisaGharWaisaCookingOil for its newly launched retail brand – Nutrica. Conceptualised and developed by GOZOOP Group, the campaign consists of six engaging commercials (TVCs), OOH, print, in-shop and other digital assets.

    With a strong faith in the philosophy of, ‘not one size fits all’, the campaign spotlights the requirement to opt for a cooking oil which facilitates fulfillment of specific health goals. Three product films further highlight the benefit of each variant i.e. Nutrica Pro Immunity Oil, Nutrica Pro Energy Oil and Nutrica Pro Fitness Oil using key distinct real-life insights.

    Sharing his insights into the campaign, BN Group CMO Kiran Giradkar shared, “Nutrica is a lifestyle brand that recognizes and honors the individuality of your family’s health and wellness needs. With our #JaisaGharWaisaCookingOil campaign, we’re attempting to question the status quo and bring some excitement in the otherwise very serious category. The communication developed by GOZOOP Group breaks the mold and infuses fun to cut through the clutter. We intentionally stayed away from showing those done-to-death visual cues like a kitchen set up, pouring of oil and those dinner table smiles. We hope our communication will travel seamlessly to make a healthier lifestyle a matter of pride for every household.”

    “Here we had a range of oils, all with specific benefits”, said GOZOOP Group president Mohit Ahuja. “Rather than just highlight these benefits, we thought it would be nice if a distinct need for each can be shown through examples of human behavior. The creative team has done that beautifully. The humorous tonality of the thematic ads further #BreaksTheBox in the category,” he further added.

    The digital commercial enlightens audiences on three key aspects of well-being namely immunity, energy and fitness. The film is being made available in six languages – English, Hindi, Marathi, Bengali, Kannada, Tamil, Telugu, Malayalam and will run on social media platforms as well as television for sustained communication.

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  • GOZOOP Group appoints Priyanka Sharma as group director

    GOZOOP Group appoints Priyanka Sharma as group director

    Mumbai: GOZOOP Group, a leading global integrated independent marketing group, recently announced the appointment of Priyanka Sharma as group director – brand communications. Based out of the group’s Mumbai headquarters, she will report to GOZOOP Group president Mohit Ahuja.

    In her new stint at GOZOOP Group, she will be managing a cluster of brands across sectors like Dell, Tim Hortons, Paytm Money, Love Depot, DBS Bank etc. to name a few. Leading a competent team, she will be responsible for strengthening existing client relationships and nurturing new ones. With her impeccable account management skills, Priyanka will further streamline all client-related activities and act as a trusted advisor to all stakeholders.

    Prior to her appointment at GOZOOP Group, she was associated with Mirum India as group head. In her extensive career spanning over 12 plus years, she has worked with leading brands such as Franklin Templeton, AMFI, RBL Bank, Tata AIA Life Insurance, Kansai Nerolac Paints, H&R Johnson Tiles among others. Gaining wide exposure in the realm of social media management, video production, online reputation management and website development, with her appointment the group plans on further elevating operations on key accounts.

    Commenting on her appointment, GOZOOP Group, group director, brand communications Priyanka Sharma shared, “At GOZOOP, I resonate with their spirit of doing outstanding work and helping our clients achieve extraordinary success in their journeys. I am ecstatic to kickstart my journey here at GOZOOP and work in collaboration with exceptional minds of industry and experience the flourishing culture, which is sure to further fuel my passion for advertising.”

    “The right people are our biggest assets. Priyanka comes up with the experience, hunger and most importantly value system that resonates with the GOZOOP culture. She will be helping us deepen relationships with some of our key clients and as a derivative produce a body of work that enhances our creative capabilities. We look forward to #BreakTheBox with Priyanka,” shared GOZOOP Group chairman & co-founder Rohan Bhansali.

    Having completed her master’s degree in Business Administration with marketing as a specialization from Balaji Institute Of Modern Management (Pune), she has also worked with prestigious organizations such as Ernst & Young and Hungama Digital Services in her career. Priyanka has played a crucial part in bringing to life memorable integrated digital campaigns such as The Marathon of Life 3.0 for Franklin Templeton, ‘Money Matters For Her’, a vodcast series by Mutual Funds Sahi Hai and many more.

  • BN Group awards integrated marketing responsibilities to GOZOOP Group

    BN Group awards integrated marketing responsibilities to GOZOOP Group

    Mumbai: GOZOOP Group, a leading global independent integrated marketing group, recently secured the integrated marketing mandate for renowned edible oil manufacturing company – BN Group. The mandate will be serviced by the group’s Mumbai office.

    The responsibilities of the mandate include crafting of an overarching brand communication strategy, which effectively conveys the brand persona and philosophy. Leveraging a multi-channel approach, above-the-line (ATL) and below-the-line (BTL) marketing, alongside online, offline and point-of-sale (POS) advertising efforts will be undertaken. Championing social media platforms, a distinct and engaging digital brand presence will be established to build camaraderie with audiences online and boost brand recognisability and visibility. Other duties include curating brand campaigns that spotlight creativity and imagination and analyzing and reviewing customer perceptions across platforms.

    BN Group has solidified its industry presence with a commitment to fair-trade practices. In the FMCG sector, ‘Healthy Value’ and ‘Simply Fresh’ are household names, showcasing the brand’s dedication to excellence in India. With an aspiration of building the nation with a healthy lifestyle through innovative, superior quality, accessible and sustainable solutions, BN Group employs cutting-edge technology to transform ingredients into the highest quality of edible oil.

    Commenting on the partnership BN Group MD & CEO Anubhav Agarwal shared, “BN Group is delighted to partner with GOZOOP as our integrated marketing partner on this transformative journey. Their proven track record of crafting cohesive, data-driven campaigns across all channels perfectly aligns with our vision for maximizing brand engagement and achieving our marketing goals. We are confident that this partnership will be instrumental in amplifying our message and forging innovative and impactful connections with our customers.”

    “It truly is thrilling to be associated with one of the leading FMCG edible oil manufacturers –  BN Group. It is not often that a new brand is launched in this category and, we at GOZOOP are really enthusiastic to kickstart the campaign,” shared GOZOOP Group president Mohit Ahuja.

    GOZOOP Group has been associated with a range of leading brands across categories, servicing them with industry leading advertising solutions. Recently the Group entered into a strategic collaboration with Puretech Digital to form “GZPure” which is aimed at further strengthening brand and media capabilities.

  • Mohit Ahuja joins Mirum India to head brand strategy & client services

    Mohit Ahuja joins Mirum India to head brand strategy & client services

    MUMBAI: Mirum has brought onboard Mohit Ahuja as the director of brand strategy and client services. This position sees Ahuja with the responsibility of managing brand planning and client servicing divisions at Mirum. Mohit Ahuja comes with two decades of extensive agency experience across the likes of McCann, Ogilvy, and DDB; the latest being an eight-year stint with 82.5 Communications as SVP.

    Mirum is one of the leading digital solutions agencies in India, servicing more than 50 clients across BFSI, Healthcare, FMCG, F&B, Automobiles and other sectors. Mirum India offers a bouquet of digital services across digital strategy, media planning, creative services, web development and marketing automation solutions.

    Ahuja will be based out of Mumbai office and will directly report to the joint CEO Hareesh Tibrewala.

    Tibrewala says: “Mohit is a great addition to the Mirum family. With his two decades of agency stints, he brings a lot of rich advertising and marketing experience to the table. We have very talented client servicing and brand planning teams at Mirum, and we are sure Mohit will provide direction and able leadership to them.”

    Commenting on his new stint, Ahuja says: “I am thrilled to be a part of Mirum. The agency is growing, has big ambitions and I am looking forward to being part of this journey.”

  • Soho Square Mumbai wins H&R Johnson creative biz

    MUMBAI: Soho Square Mumbai has won the mandate for the H&R Johnson creative business. This includes tiles, bathrooms, kitchens and marble and quartz.

    Soho Square Mumbai head of office Samrat Bedi said, “H&R Johnson is pretty much a household name in this category and being associated with this brand therefore makes this win even more special. The brand has ambitious plans in India for the road ahead and all of us at Soho Square are proud and honoured to be partnering H&R Johnson on the journey to make these plans a reality.”

    H&R Johnson India COO – emerging business and marketing Sushil Matey said, “The energy and enthusiasm of the Soho Square team is visible in the work that they have proposed for our brand. We are delighted to be working with a team that brings with them their passion and experience into every single engagement.

    Soho Square Mumbai vice president account management Mohit Ahuja said, “This win is also exciting from a portfolio point of view for us. In the homes and infrastructure category, we already have a realty major and a water-proofing solutions brand. Thus the H&R Johnson products strengthen this segment for us.”

  • WPP merges Meridian with Soho Square

    MUMBAI: Indian born agency Meridian Communication, which operates under Ogilvy and Mather, has merged with WPP‘s Soho Square.

    The aim of the merger is to take Meridian international and grow Soho Square‘s business in India. Soho Square has a growing international network in Asia Pacific, Europe, Latin America and North America.

    Soho Square, has three boutique agencies operating independently in Mumbai, Bangalore and Delhi.

    Soho Square will deliver cross-disciplinary work spanning a full spectrum of marketing communications including brand development, brand identity, strategic planning and integrated creative solutions.

    Given the complex nature of the Indian market and its geography, the Soho Square approach in India will be to establish itself as a standalone in each city rather than a nationally integrated network. The India plans attempt to have Soho Square in many more cities in the near future.

    While the individual operations will share the same philosophy and principles as the international network in India, for the purpose of business the three city agencies will operate independent of each other.

    “Integrated solutions are central to our structure and philosophy. At Soho Square we can select and customize learning by drawing upon Ogilvy & Mather and other WPP resources in Asia Pacific,” Soho Square said.

    In Mumbai Soho Square‘s core team comprises Soho Square Mumbai head of office Samrat Bedi, executive creative directors and creative heads Anuraag Khandelwal and Satish deSa, VP account management Mohit Ahuja and SVP planning Shashank Lanjekar.

    Clients in Soho Square Mumbai include ITC‘s personal care products, Perfetti‘s Stop Not, Piaggio‘s Vespa, Bisleri, Pidilite‘s Raincoat, Hungama.com, Oberoi Realty, Nutrela Soya, H&R Johnson and Hockey India.

    In Bangalore, Soho Square‘s core team comprises head of office Shenaz Bapooji and creative directors C Ravikumar and Manoj.

    Clients in Soho Square Bangalore are Himalaya Healthcare‘s Consumer Products Division (Purifying Neem Face Wash, Clarifying Fairness Face Wash, Toothpastes, Face packs, Shampoos), Himalaya Asia Pac, The Bengaluru International Airport, GKB Opticals and iGate.

    In Delhi, the Soho Square clients are Honda Cars India Ltd. (formerly Honda Siel Cars India Ltd.), Godfrey Phillips India Ltd., HTC Ltd, HDFC Ltd and Voltas Ltd.