Mumbai: Garage Group, a full-service and creative agency founded in 2015, has strengthened its creative capabilities with the appointment of Rajat Mukherjee as principle creative consultant. In his new role, Mukherjee will oversee all markets and lead the organization’s creative division for its clients.
With an impressive background, Mukherjee brings more than two decades of creative experience in the field of advertising and communication and is considered one of the prominent creative leaders in the industry, having worked with agencies such as HSAd, JWT, Leo Burnett, Hakuhodo Percept, Dentsu, Mudra, and R.K. Swamy BBDO, to name a few.
He has worked on several leading business brands such as LG, Horlicks, Boost, Monte Carlo, Pepsi, Coke, Hero Cycle, Pizza Hut, Sony, ESPN, Star Sports, Hero Honda, Maruti Suzuki, Suzuki Bikes, Honda Motors, Toshiba, Central Park, PUBG, Numero Uno, and Hindware, among others.
Before joining Garage Group, he served as national creative director for HSAd India, the primary partnering agency for the electronics giant LG, where he headed the firm’s entire creative communication division for more than ten years.
Talking about his new role, Mukherjee said, “A real 360-degree communication is the key to the communication business today, and Garage Group excels with its diversified in-house offering for the same. Thus, it becomes an exciting move for me, as this allows me to expand my wings to soar to newer heights with Garage Group and its varied application format in the field of communication.”
Speaking on the appointment, Garage Group founder and managing director Saurabh Gupta said, “We’re thrilled to welcome Mukherjee to the Garage Group family. With our expansion into creatives, digital, music, and technology, Mukherjee is a clear fit in the organisation. His diverse experience in industry and understanding of the brand ecosystem will further lift Garage Group’s service offering in the market.”
Mukherjee is a graduate of the esteemed Delhi College of Art. He has received numerous significant national and international honours during his 23-year journey, which in turn adds another feather to his cap.
MUMBAI: It’s a heart-moving video of a young boy on stage describing the everyday ordeal his sanitation worker-father goes through. As a spellbound audience watches, the boy sings the poem ‘Mera baba desh chalata hai’, even as the sanitation worker is shown toiling in the ghetto, cleaning the filth. What a compelling way to describe the oppressive conditions in which India’s sanitation workers toil. And it goes on to make the desired result of making a lasting impact on us. That is precisely what Tata Trusts seeks to achieve through his recent campaign ‘Mission Garima’.
The video stresses the need to provide humane working conditions to sanitation workers who keep our cities clean. The campaign, under the initiative called #TwoBinsLifeWins, urges citizens to segregate biodegradable and non-biodegradable waste to make sanitation workers life much easier.
On the inspiration behind launching this campaign, Tata Trusts head, brand and marketing communications Deepshikha Surendran says: “Research with both consumers and the sanitation workers showed that there is a realisation that our lives can be better, our behaviour can impact other people’s lives. The inspiration came from the insight that the invisible man – the worker – needs as much respect and dignity as any other.”
In a multi-agency pitch held by Tata Trust two years ago which included the likes of Lowe Lintas and Mudra, FCB Ulka won the mandate for this campaign. The campaign was initiated a year ago with 15 people working from client servicing, creative’s department and close to 20 people from the production side including the crew, main cast and the DOP. After auditioning 150 people, the main protagonist for the video was finalised.
“Different creative agencies shared their thinking and approach. FCB Ulka had some sharp, emotional triggers to addressing the issue. Finally, the child’s worldview captured through a poem; it was totally on the brief. Basta films, then, worked with the FCB team to bring it to life,” says Surendran.
According to Surendran, the recent campaigns that engage citizens to further brand purpose have shown positive results. The mission of segregating waste too can only be successful if the citizens are conscious and sensitive to driving change. Research reaffirmed the belief that consumers want to participate in social good, and that small but powerful nudges of communication can change behaviour. Hence, the campaign ‘kyunki desh ko desh ka har aadmi chalata hai.’
FCB Ulka national creative director Keegan Pinto believes that there is a need to make people realise that everybody has the right to live with dignity. And when the narrative comes from a kid’s point of view, it makes it even more realistic.
He says: “I don’t think people in India and the world at large know the effects of this job. This is clearly the worst job on the planet. They also die early because they get infested by waste, filth and a whole galaxy of microorganism. The campaign #TwoBinsLifeWins is about the plight of sanitation workers. When the life expectancy of average Indians is 65, the same for the sanitation workers is around 50 to 52. They die early as compared to the rest of the Indians. We thought it will be more impactful if a child makes a plea and say ‘save my father from dying’. While we are giving the message of doing the right thing, we also have been conscious of not just showing his plight, but telling them that we are ashamed of not doing our share of work. What you do is a matter of pride because you are special. We cannot even think of doing what you do.”
Basta Films constructed the entire set as it was difficult to shoot in an actual surrounding considering the dangerous gases present in the sewer. The initial part of the film was shot at Mumbai’s Dharavi region. The classroom shot where the young boy is narrating the story of his father is filmed at Xavier’s College.
Basta Films director Divyansh Ganjoo says: “When you handle such a sensitive issue, conceptualisation is the biggest challenge because you have a huge responsibility while making such content. It required a lot of research because you cannot go and shoot just like that. Taking permission from BMC was difficult at times. We met sanitation workers to understand what they go through in their daily lives. This is the first visual imagery of what actually happens inside it. There were no references to it; we have to actually research to know how to make it more realistic.”
The campaign is promoted by Ratan Tata himself on his official social media handles. Under this initiation, Tata Trusts will provide free personal protective equipment or PPE set up at Kurla in Mumbai.
Surendran adds, “Tata Trusts, with support from the Municipal Corporation of Greater Mumbai (MCGM), has developed a model ‘Garima Chowki’ at L-ward, Kurla, to provide suitable workplace amenities to the sanitation workers. The first-of-its-kind Chowki was launched in Kurla, on the same day as the campaign, in the presence of the Joint Municipal Commissioner Ashok Marathe. Chowkis are facilities in every ward where sanitation workers assemble to begin their day and come back to change and rest. The model Chowki at Kurla will serve 70 to 100 workers on a day-to-day basis and comprises office space, separate rooms for men and women staff with improved water and sanitation services, storage, and a functional open space. It is equipped with amenities like a water purification system, microwave oven and a gym, among other, recreational activities.”
Tata Trusts is also working with NGO partners and corporate houses to address health issues of the workers. This multi-pronged strategy will hopefully provide a holistic solution in the years to come.
On the upcoming marketing campaigns for Mission Garima, Surendran mentions: “The campaign has just begun and has already gone viral. Organic reach of this film is already in excess of 2 million views only from our platforms. We intend to boost the campaign with radio and cinema and complement the awareness drive with special housing society activation to help the adoption of waste segregation on a large scale. The teams are also extending the campaign to certain under-serviced pockets of the city where segregation is a challenge both from the perspective of a citizen and the worker. Below- the-line communication strategy with partners like Dialogue Factory has been piloted, and will soon be rolled out.”
Tata Trust believes the campaign and message is a critical pillar of ‘Mission Garima’ programme, and the role the citizen’s play in bringing dignity and eradicating the practice is huge.
MUMBAI: Publicis Capital Delhi has appointed Nitin Pradhan as head of creative. Pradhan has, in the past, worked with Mudra, Ogilvy, Leo Burnett, McCann, JWT and his last stint was as a director with Curious Films.
Publicis Capital CCO & MD South Asia Bobby Pawar commented: “I’m a firm believer that great work comes from a culture that is a greenhouse for creativity. It’s fragile and it depends on great leaders. I’m really excited about Nitin taking over the mantle of nurturing our culture, and the brands we work for and growing our reputation as creators of famously effective ideas.”
Publicis Capital CEO Hemant Misra added: “Nitin has proven leadership skills and I look forward to him further strengthening the talented creative pool we already have at Publicis Capital.”
“Publicis Delhi has a great mix of high visibility brands and potential head turners in its kitty. The idea is to spot opportunities and help push the creative envelope so that it’s not just clients but people who talk about the work. Most importantly, we need to make sure that each one of us has a great time doing that as a team,” said Pradhan.
Nitin, an alumnus of MICA, has more than 15 years of experience and has to his credit many successful campaigns such as – KBC Season 2: Umeed Se Dugna, KBC Season 3 : Kuchh Sawaal Zindagi Badal Saktey Hain, Amaron, Bank of India (Rishton ki Jamapunji campaign) Tata Sky and Tata Sky Plus (campaigns featuring Aamir Khan), Red Label & 3 Roses Tea, Ceat tyres and Nestle Alpino among others.
MUMBAI: Publicis Capital Delhi has appointed Nitin Pradhan as head of creative. Pradhan has, in the past, worked with Mudra, Ogilvy, Leo Burnett, McCann, JWT and his last stint was as a director with Curious Films.
Publicis Capital CCO & MD South Asia Bobby Pawar commented: “I’m a firm believer that great work comes from a culture that is a greenhouse for creativity. It’s fragile and it depends on great leaders. I’m really excited about Nitin taking over the mantle of nurturing our culture, and the brands we work for and growing our reputation as creators of famously effective ideas.”
Publicis Capital CEO Hemant Misra added: “Nitin has proven leadership skills and I look forward to him further strengthening the talented creative pool we already have at Publicis Capital.”
“Publicis Delhi has a great mix of high visibility brands and potential head turners in its kitty. The idea is to spot opportunities and help push the creative envelope so that it’s not just clients but people who talk about the work. Most importantly, we need to make sure that each one of us has a great time doing that as a team,” said Pradhan.
Nitin, an alumnus of MICA, has more than 15 years of experience and has to his credit many successful campaigns such as – KBC Season 2: Umeed Se Dugna, KBC Season 3 : Kuchh Sawaal Zindagi Badal Saktey Hain, Amaron, Bank of India (Rishton ki Jamapunji campaign) Tata Sky and Tata Sky Plus (campaigns featuring Aamir Khan), Red Label & 3 Roses Tea, Ceat tyres and Nestle Alpino among others.
MUMBAI: After a three decade long career in the advertising industry, R. Balakrishnan, has decided to move out of MullenLowe Lintas Group, India. The majority of Balki’s advertising years have been spent at the agency where he held the role of group chairman.
Balki joined the agency in 1994 and was based in its Bangalore office then.
MullenLowe Group global CEO Alex Leikikh said, “Balki has been the architect of the stellar agency we have in India today. He leaves behind an operation that’s successful and future-ready, a leadership team that’s perhaps the strongest of any agency in India, and a culture that he shaped along the way while himself leading by example. While we will miss his infectiously passionate presence, we wish him even greater success as a film-maker.”
Speaking of his decision, Balki voiced, “We’ve been planning this for some time now. It’s been a long process of succession planning that concludes with my move. The agency is at its strongest today and I leave feeling satisfied, proud and excited. We have a fine leader in Joe and two world-class creative champions in Amer and Arun. The agency has given me more than 22 years’-worth in opportunities, growth, values and most of all, some friends-for-life.”
Balki started his career in Mudra, before moving on to Lintas, a place that he went on to make his home for over two decades. While with the agency, he’s been the brain behind several globally acclaimed campaigns and brand ideas. Under his leadership, MullenLowe Lintas Group has consistently retained its spot as one of India’s top agencies and a training ground for some of the best advertising minds of the industry.
MullenLowe Lintas Group CEO Joseph George who has worked closely with Balki through all of the 22 years added, “It is impossible and even foolish to try and replace someone like Balki; so we planned the transition differently. As early as July 2015, we put in place, a management structure that would help us move forward as an organisation, while also maximizing the potential and aspirations of great individuals we have. Balki and I have tried to think this through every step of the way, and it’s reached a place where we feel the agency is ready for today, and tomorrow.”
Balki concluded, “There is no bigger happiness than to see a thought actually work the way you had fantasised. Lowe was a thought am proud of. Ok…next!”
MUMBAI: After a three decade long career in the advertising industry, R. Balakrishnan, has decided to move out of MullenLowe Lintas Group, India. The majority of Balki’s advertising years have been spent at the agency where he held the role of group chairman.
Balki joined the agency in 1994 and was based in its Bangalore office then.
MullenLowe Group global CEO Alex Leikikh said, “Balki has been the architect of the stellar agency we have in India today. He leaves behind an operation that’s successful and future-ready, a leadership team that’s perhaps the strongest of any agency in India, and a culture that he shaped along the way while himself leading by example. While we will miss his infectiously passionate presence, we wish him even greater success as a film-maker.”
Speaking of his decision, Balki voiced, “We’ve been planning this for some time now. It’s been a long process of succession planning that concludes with my move. The agency is at its strongest today and I leave feeling satisfied, proud and excited. We have a fine leader in Joe and two world-class creative champions in Amer and Arun. The agency has given me more than 22 years’-worth in opportunities, growth, values and most of all, some friends-for-life.”
Balki started his career in Mudra, before moving on to Lintas, a place that he went on to make his home for over two decades. While with the agency, he’s been the brain behind several globally acclaimed campaigns and brand ideas. Under his leadership, MullenLowe Lintas Group has consistently retained its spot as one of India’s top agencies and a training ground for some of the best advertising minds of the industry.
MullenLowe Lintas Group CEO Joseph George who has worked closely with Balki through all of the 22 years added, “It is impossible and even foolish to try and replace someone like Balki; so we planned the transition differently. As early as July 2015, we put in place, a management structure that would help us move forward as an organisation, while also maximizing the potential and aspirations of great individuals we have. Balki and I have tried to think this through every step of the way, and it’s reached a place where we feel the agency is ready for today, and tomorrow.”
Balki concluded, “There is no bigger happiness than to see a thought actually work the way you had fantasised. Lowe was a thought am proud of. Ok…next!”
MUMBAI: Prabha Prabhu, Founder Member, Madison, who moved with Sam Balsara when he started Madison way back in 1988 has decided to retire after 28 years at Madison. She was the CEO of Madison BMB for the last several years. Raj Nair, the current Chief Creative Officer will now also assume additional responsibility of CEO. Kim Solomon will be a new addition to the team, who joins as Chief Operating Officer. All these changes are effective April 1, 2016.
Describing Prabha Prabhu as the youngest and most energetic lady in advertising, Madison World chairman Sam Balsara said, “Whilst I am sorry that I will not have the benefit of Prabha’s wisdom and expertise, I would like to wish her a cheerful, relaxed and fulfilling retired life.” At the farewell function Sam thanked Prabha for her loyalty, commitment and dedication to Madison and its Clients over the last 28 years. Prabha played a critical role in the formative years of Madison working on successful brands like Cinthol, Vicks, Whisper, BlueStar and She Comfort and more recently with Asian Paints, VVF, Hyper City and Angel Broking among others.
Commenting on Raj Nair’s elevation to the position of CEO and Chief Creative Officer, Balsara said, “Raj has proved over the last few years that whilst maintaining his creative focus, he can look at the larger business picture from the client’s perspective and I am sure this move will help make Madison BMB a more result oriented agency.”
Said Balsara on appointment of Kim Solomon, “Kim is a true blue advertising professional with over 20 years experience at Ogilvy, Mudra, Dentsu, Triton and Everest Advertising and has handled many blue chip clients over the years. I am sure his experience and expertise will add tremendous value to our current and future clients.”
Prabha Prabhu further added, “Madison has been my home for the last 28 years and has been an intrinsic part of me. Whilst I was happy doing effective campaigns for our clients, I was very keen to also win awards. And in the last 4 years we have won several awards. After a rewarding and satisfying career, I now look forward to spending more time doing social work, giving back to society and spending time with my children who are both in advertising and settled in US.”
Madison BMB CCO and CEO Raj Nair, said, “I cannot imagine life at Madison without Prabha. These are extremely large shoes to fill and we will do our very best to keep the flag flying vigorously. And of course I am looking forward to this new role and partnering our clients to help them continue to achieve their business goals through insightful advertising.”
Kim Solomon, COO, Madison BMB COO Kim Solomon said, “Madison BMB has a great set of clients and Madison World is a wonderful and highly reputed organization that I look forward to contribute to in ample measure.”
Madison BMB has just won a couple of prestigious accounts like Angel Broking and Asian Paints’ Bath Business. In the last 3 years Madison BMB has won several awards at the Abbies, Foxglove and Ink for HyperCity, Kyoorius Advertising Award, INK Golds as well an Abby Gold all for the acclaimed Jiyo Parsi Print Campaign, to name a few.
MUMBAI: Prabha Prabhu, Founder Member, Madison, who moved with Sam Balsara when he started Madison way back in 1988 has decided to retire after 28 years at Madison. She was the CEO of Madison BMB for the last several years. Raj Nair, the current Chief Creative Officer will now also assume additional responsibility of CEO. Kim Solomon will be a new addition to the team, who joins as Chief Operating Officer. All these changes are effective April 1, 2016.
Describing Prabha Prabhu as the youngest and most energetic lady in advertising, Madison World chairman Sam Balsara said, “Whilst I am sorry that I will not have the benefit of Prabha’s wisdom and expertise, I would like to wish her a cheerful, relaxed and fulfilling retired life.” At the farewell function Sam thanked Prabha for her loyalty, commitment and dedication to Madison and its Clients over the last 28 years. Prabha played a critical role in the formative years of Madison working on successful brands like Cinthol, Vicks, Whisper, BlueStar and She Comfort and more recently with Asian Paints, VVF, Hyper City and Angel Broking among others.
Commenting on Raj Nair’s elevation to the position of CEO and Chief Creative Officer, Balsara said, “Raj has proved over the last few years that whilst maintaining his creative focus, he can look at the larger business picture from the client’s perspective and I am sure this move will help make Madison BMB a more result oriented agency.”
Said Balsara on appointment of Kim Solomon, “Kim is a true blue advertising professional with over 20 years experience at Ogilvy, Mudra, Dentsu, Triton and Everest Advertising and has handled many blue chip clients over the years. I am sure his experience and expertise will add tremendous value to our current and future clients.”
Prabha Prabhu further added, “Madison has been my home for the last 28 years and has been an intrinsic part of me. Whilst I was happy doing effective campaigns for our clients, I was very keen to also win awards. And in the last 4 years we have won several awards. After a rewarding and satisfying career, I now look forward to spending more time doing social work, giving back to society and spending time with my children who are both in advertising and settled in US.”
Madison BMB CCO and CEO Raj Nair, said, “I cannot imagine life at Madison without Prabha. These are extremely large shoes to fill and we will do our very best to keep the flag flying vigorously. And of course I am looking forward to this new role and partnering our clients to help them continue to achieve their business goals through insightful advertising.”
Kim Solomon, COO, Madison BMB COO Kim Solomon said, “Madison BMB has a great set of clients and Madison World is a wonderful and highly reputed organization that I look forward to contribute to in ample measure.”
Madison BMB has just won a couple of prestigious accounts like Angel Broking and Asian Paints’ Bath Business. In the last 3 years Madison BMB has won several awards at the Abbies, Foxglove and Ink for HyperCity, Kyoorius Advertising Award, INK Golds as well an Abby Gold all for the acclaimed Jiyo Parsi Print Campaign, to name a few.
NEW DELHI: President Pranab Mukherjee today said the architecture and design of the National Optical Fiber Network (NOFN) is being revamped to rapidly take broadband connectivity to Indian villages under Bharat Net.
In his address to the joint sitting of both houses of Parliament on the first day of the Budget Session, the President said, “Transparent and efficient auction of spectrum has fetched highest ever price of about Rupees one lakh ten thousand crore.”
He said policies like Spectrum trading and sharing have been finalised for optimum utilisation of resources.
Mukherjee added that the recent interventions and subsequent rationalisation of duty structure in mobile handset manufacturing industry has led to near doubling of mobile handset production in the current year.
According to Mukherjee, setting up world-class infrastructure for Electronics manufacturing across the country remains a priority for the Government. As many as 29 Electronic Manufacturing Clusters are under development.
The country recorded the highest ever software exports during 2015. “By spreading the network of Common Service Centers and setting up BPOs in small towns and linking land record modernization with the use of space technology, my Government is taking the benefits of Digital India to common citizens. The Digital India Programme will give a big boost to citizen empowerment and knowledge economy,” the President added.
Building upon the success over the past year, the Government’s endeavour is to scale new heights in Space. “Focus will be on completing the constellation of the Indian navigational satellites in 2016 to cater to indigenous navigation and location-based services,” Mukherjee said.
Noting that “radio has once again emerged as the people’s medium,“ Mukherjee said the good response to the successful and transparent bidding for the first batch of private FM Radio for phase III “augurs well for the medium.”
He noted that establishment of new radio stations has received a fresh impetus. The bidding of the first batch of private FM Radio for phase III comprised 135 channels in 69 cities.
The Government had taken several measures to improve the quality of governance. People’s participation in policy making through initiatives like MyGov had taken firm roots, he said, adding that the Government had taken up an initiative for providing 500 e-governance services through Public Private-Partnership in 12 states of the country.
Noting that youth are the future of the country, Mukherjee said ensuring Yuvaon ko Rojgaar through massive employment generation is a top goal for the Government. “We are driving job creation through an integrated set of initiatives including Make in India, Start up India, Mudra, Skill India, etc.”
A series of reforms have been initiated to help convert job seekers into job creators. The Government has launched the Start-Up India campaign, which would deepen, expand and support the innovation eco system in the country.
The Government’s innovative initiatives have helped India jump up 12 places in the latest rankings by the World Bank on Ease of Doing Business. “Notably, the Make in India initiative has achieved a 39 per cent increase in FDI inflow despite an adverse global investment climate.”
Noting that sports is the best way to Swasth India, he said the Government “successfully hosted the 12th South Asian Games from 5 to 16 February, 2016 at Guwahati and Shillong in which more than 3500 sportspersons from all the SAARC countries participated. The games were the biggest ever sporting event in North East India.”
NEW DELHI: President Pranab Mukherjee today said the architecture and design of the National Optical Fiber Network (NOFN) is being revamped to rapidly take broadband connectivity to Indian villages under Bharat Net.
In his address to the joint sitting of both houses of Parliament on the first day of the Budget Session, the President said, “Transparent and efficient auction of spectrum has fetched highest ever price of about Rupees one lakh ten thousand crore.”
He said policies like Spectrum trading and sharing have been finalised for optimum utilisation of resources.
Mukherjee added that the recent interventions and subsequent rationalisation of duty structure in mobile handset manufacturing industry has led to near doubling of mobile handset production in the current year.
According to Mukherjee, setting up world-class infrastructure for Electronics manufacturing across the country remains a priority for the Government. As many as 29 Electronic Manufacturing Clusters are under development.
The country recorded the highest ever software exports during 2015. “By spreading the network of Common Service Centers and setting up BPOs in small towns and linking land record modernization with the use of space technology, my Government is taking the benefits of Digital India to common citizens. The Digital India Programme will give a big boost to citizen empowerment and knowledge economy,” the President added.
Building upon the success over the past year, the Government’s endeavour is to scale new heights in Space. “Focus will be on completing the constellation of the Indian navigational satellites in 2016 to cater to indigenous navigation and location-based services,” Mukherjee said.
Noting that “radio has once again emerged as the people’s medium,“ Mukherjee said the good response to the successful and transparent bidding for the first batch of private FM Radio for phase III “augurs well for the medium.”
He noted that establishment of new radio stations has received a fresh impetus. The bidding of the first batch of private FM Radio for phase III comprised 135 channels in 69 cities.
The Government had taken several measures to improve the quality of governance. People’s participation in policy making through initiatives like MyGov had taken firm roots, he said, adding that the Government had taken up an initiative for providing 500 e-governance services through Public Private-Partnership in 12 states of the country.
Noting that youth are the future of the country, Mukherjee said ensuring Yuvaon ko Rojgaar through massive employment generation is a top goal for the Government. “We are driving job creation through an integrated set of initiatives including Make in India, Start up India, Mudra, Skill India, etc.”
A series of reforms have been initiated to help convert job seekers into job creators. The Government has launched the Start-Up India campaign, which would deepen, expand and support the innovation eco system in the country.
The Government’s innovative initiatives have helped India jump up 12 places in the latest rankings by the World Bank on Ease of Doing Business. “Notably, the Make in India initiative has achieved a 39 per cent increase in FDI inflow despite an adverse global investment climate.”
Noting that sports is the best way to Swasth India, he said the Government “successfully hosted the 12th South Asian Games from 5 to 16 February, 2016 at Guwahati and Shillong in which more than 3500 sportspersons from all the SAARC countries participated. The games were the biggest ever sporting event in North East India.”
