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Tag: Narayan Sundararaman

  • Bajaj Pulsar turns 18, Ogilvy joins in celebrations

    Bajaj Pulsar turns 18, Ogilvy joins in celebrations

    MUMBAI: It was 2001 when Bajaj decided to launch a higher cc motorcycle in a market which was predominantly 100cc. Pulsar since its launch, changed the face of the Indian motorcycle industry forever. Pulsar burst on the scene with the iconic ‘It’s a Boy!’ commercial and ‘Definitely Male’ tag line. Conceptualised by Piyush Pandey, this started the Ogilvy-Bajaj partnership that has stood strong for nearly two decades. Today, Ogilvy and Bajaj have come together to celebrate the coming of age of the one thing that Indian youth aspires to own.

    “We launched Pulsar with the tagline ‘Definitely Male’ in 2001. This has remained unchanged for 18 consecutive years, something unique and a testimony to the enduring nature of Pulsar’s appeal across generations of riders. With the Pulsar’s birth, we saw a future for the brand as a brawny masculine man thus the only line uttered in the launch ad was ‘It’s a Boy’. I’m glad to see this ‘Boy’ turn into a thrill-loving 18-year-old ‘Man’. Pulsar and its communication are proof that our home-grown brands are not only built on strong foundations but have what it takes to go global and win across the world.” says Oglivy chief creative officer worldwide and executive chairman India.

    Speaking on the occasion, Bajaj Auto vice president Narayan Sundararaman said, “Over the years, brand Pulsar has grown from strength to strength to become one of the fastest-growing motorcycle brands in the country. The Pulsar range now extends all the way from 125cc to 220cc. In 2018 Pulsar crossed the 1 crore sales milestone in global sales. Today, Pulsar is sold in 65+ countries and in 15+ of those, Pulsar is already the market leader. Every third sports bike sold in India is a Pulsar. Cumulatively, Pulsar commands over 40 per cent share in the sports motorcycle segment in India.”

    Sundararaman added, “Pulsar turning 18 is a big moment not just for Bajaj or the Indian motorcycling industry but a proud moment for India itself. The motorcycle that every 18-year-old dream of owning and riding turns 18 to stamp with authority the fact that a product designed and developed in India can and is a noted bestseller and world-beater. This is proof that Indian innovation & engineering has been doing their best for nearly two decades. Consistent with the growth of Pulsar is it’s communication – Built on differentiation as much as the product is, the arc of Pulsar’s communication has seen it take the extreme and push the boundaries even further.”

    “With Pulsar turning 18, we decided to tell a story of a pulsar rider, from the time he is born. The film tracks the journey of a boy that is probably the story of almost each one of us. From the time we learn to walk, how we start seeking thrills every single day. The naughty kid who can’t wait to turn eighteen so he can get his license and his hands on the ultimate thrill machine, the Pulsar. The answer to all our thrill-seeking needs.” says Ogilvy India chief creative officer Sukesh Nayak.

  • Ogilvy & Bajaj Platina ComforTec 110 offer ‘Aaram Rath’ Rides at Kumbh 2019

    Ogilvy & Bajaj Platina ComforTec 110 offer ‘Aaram Rath’ Rides at Kumbh 2019

    MUMBAI:  Taking the proposition of ‘Jhatka Mana Hai’ , Bajaj has introduced the ‘Platina ComforTec 110 Aaram Rath’ at the 2019 edition of Kumbh Mela, the largest human congregation in the world. Organised in collaboration with Ogilvy, the ‘Aaram Rath’ is offering free ride services to the elderly and disabled pilgrims. At its core, the activity was designed to increase brand love.

    All Bajaj Platinas were retrofitted with custom-designed backrests that support the pillion on the back as well as the side for added feeling of safety. Engineering of this backrest was done keeping the one-sided seating especially suited for sari-clad women.

    Bajaj Auto vice president Narayan Sundararaman said, "With the new Bajaj Platina Comfortec 110, our focus has been to deliver the most comfortable ride experience in the category. No doubt that the motorcycle has much better power, acceleration, pick-up and braking. But a Platina stands for comfort. When we encountered this opportunity, we were clear that this activity will bring relief to people in need of help to reach the ghats, and that Platina is the right vehicle of choice for it. From there on, we worked on retro-fitting a secure two-sided back rest specially made for the audience. We are thrilled that this activity has been so well received. I can only imagine the countless blessings we have gathered along the way."

    Ogilvy India (West) office leader VR Rajesh noted, "It is not often that we get an opportunity of this scale and this nature. Kumbh Mela attracts people of myriad backgrounds and geographies. The locales and crowds make it very difficult for devotees to access different parts of the Kumbh city and the ghats. This is the challenge that excites us the most. Amongst all our brands, we picked Bajaj Platina as the perfect fit for the application. In our concrete jungles, Bajaj's Platina transports millions daily. All done in supreme comfort. In our latest film 'Jhatka Mana Hai' we made Platina the protagonist that is positioned to increase brand love for Bajaj. At Kumbh, Platina is the only two-wheeler that is saving the effort of navigating distances and crowds for thousands of needy. This is a perfect fit that will pave the way for many more such applications."

    Along the route allotted (Phaphamau Bus Stand to Naagvasuki Temple, Prayagraj) from where the Platina rider who is fondly called the ‘Aaram Rath Saarthi’ would ferry the old pilgrims and ride them safely to the Sangam Nose (confluence of the 3 sacred rivers) or the bathing ghats for a dip and also ride them back to the spot from where they were picked-up i.e bus stop on the outskirts of Kumbh which connects the whole of Prayagraj to the Kumbh City.

    The authorities at Kumbh gave a green signal to this activity and were all praise offering their complete support and co-operation.

  • Ogilvy creates campaign for Bajaj Platina

    Ogilvy creates campaign for Bajaj Platina

    MUMBAI: Taking the ‘jhatka-free’ story, from Bajaj Platina’s previous campaigns, a notch higher, Ogilvy has created yet another ‘edge of the seat’ thriller for the launch of the new Platina ComforTec 110. The ad shows a tale of two bomb squad technicians trying to find a solution for an un-diffusible bomb which is found in the middle of a busy city centre. With the ad, the brand aims to establish the new features of the higher torque engine, combi-braking system, and nitrox shock absorbers, a category first for the vehicle.

    Bajaj Auto Ltd VP marketing Narayan Sundararaman said, “In the commuter motorcycle segment where the focus is on ‘mileage’, Platina has differentiated itself by building a strong position as the most comfortable bike for the long-distance commute rider through its ‘jhatka mana hai’ communication. The new Platina 110 comes with features that enhance this comfort position with added features to deliver an ‘effortless riding’ experience to our buyers. The new ‘bomb squad’ TVC communicates this in a truly memorable way.”

    Ogilvy West chief creative officer Sukesh Nayak added, “Platina ComforTec’s DNA has always been quirky and entertaining. So this time around, we have chosen a truly unique plot. A bomb disposable squad member discovers the comfort and superior suspension of the new 110 Platina. And in the process leaves the audience thoroughly entertained.”

    Ogilvy Mumbai senior VP Nikhil Mohan said, “This wonderful piece of communication is the outcome of the great partnership with the team at Bajaj.  This campaign will definitely build salience and desirability for the new Platina 110.”

    Ogilvy also shared that the launch campaign along with the TVC and print would include social with an intensive geo-targeted Facebook campaign and other shareable content that entertains the viewer while driving the ‘most comfortable ride’ message home.

  • Star Plus gambles with afternoon programming in the run-up to IPL

    MUMBAI: Star Plus is not only known for experimenting and being bold with its content but also with its time slots. It was the first Indian GEC which turned the prime time clock back by launching Sasural Genda Phool and Saath Nibhana Saathiya in the 7pm band more than half a decade ago.

    Now it’s about to make its boldest – some are labeling it precocious – move yet by announcing the launch of four shows from 12:30 pm to 2:30 pm from 3 April in the thick of the IPL season. For long, GECs have been loathe to air shows in the afternoon band as advertising revenues have not matched up with the investments that shows demand these days. Even for afternoon shows.

    The Star Plus team has also given it a name: Star Plus Dopahar.

    “Our earlier early prime experiment did well, and we have the belief and faith that even Star Plus Dopahar will work well with our audience who are hungry for new and differentiated content,” says Star Plus president and head of content Gaurav Banerjee.  

    “Star Plus is brave enough to get  new stories on the channel. At times, we face failure but that failure becomes the reason of our success.”

    Adds Star Plus GM Narayan Sundararaman: “We, at Star Plus, are constantly striving to reframe and reinvent Hindi entertainment television. Our goal is to make compelling content available to the consumers across all parts of the day. There is a sizeable television viewing audience in the afternoon. At present,  the options available to these viewers are repeat telecasts. Our aim is to present viewers with a spectrum of original content therein growing the entire category.”

    And, Star has got a mixed bag of producers – who have delivered TRP busters –  to churn out the shows. Among them: Shashi and Sumeet Mittal, Sandip Sickand and Balaji Telefilms, Ved Raj, Dheeraj Sarna, Nandita Mehra and Bhairavai Raichura.

    The channel’s flagship brand ‘Diya Aur Baati Hum’ by Shashi-Sumeet Productions will return with a sequel — that the channel’s fans have been demanding – under the name of ‘Tu Sooraj Mein Saanjh, Piyaji’.  The sequel marks the homecoming of the Bhabho with the next generation of the Rathi family – Sooraj and Sandhya’s children.  Fresh characters, returning favorites, the biggest fandom in the country, an iconic love story – Star Plus believes it doesn’t get bigger than this for viewers.

    A Turkish show that has been winning the hearts of viewers worldwide with its emotions transcending geographies, ‘Fatmagul’ will be adapted in India titled ‘Kya Kasoor Hai Amla Ka?’ The story tackles complex emotions and a sensitive subject of violation of the innocence of a woman. Set in scenic Dharamshala, it is being remade with Indian sensibilities by Purnendu Shekhar, Nandita Mehra and Bhairavi Raichura (24 Frames).     

    ‘Ek Aastha Aisi Bhee’ by Ved Raj and Dheeraj Sarna is a story of god’s special child, a girl who brings a fresh and unique perspective on faith. She believes that, in serving humanity, she is serving god.

    A girl in her quest for love, Deepika chooses to weigh herself with the scale of confidence while her partner Piyush chooses to weigh himself down with the insecurities of his imperfection in ‘Dhhai Kilo Prem’. From the creative mind of Sandiip Sikcand and produced by him in collaboration with Balaji TeleFilms, this love story will measure love with a different scale, says a company press release.

    The move appears to be getting the nod from media observers. Says one of them: “It is an interesting initiative. The 56 IPL matches begin from 5 April and go on till 21 May when the final will be played. Most of the league and qualifiers matches are either at 8 pm or 4 pm. So Indian audiences are going to gravitate to their telecast. In single TV homes which have cricket fanatics in them, the women and ladies normally forego their entertainment shows on account of the preoccupation with the cricket on TV during prime time.”

    He adds: “Star Plus’ new gambit will give the women in the home (home makers) a shot at entertainment during the afternoon. Now we will have to wait and watch whether their stories are sticky enough. If the TV shows catch on, not only will the noon slots become appealing to audiences but they will also get well-heeled advertisers to pay heed to the opportunity. It is living up to the motto that Star India CEO Uday Shankar has been pushing  — that of new thinking (Nayi Soch).”

    Hence, as the cliché goes, it is over to the king viewer at home. Or should we say queen viewer to resonate with this thinking?

    Also Read:

    Star Plus brings ‘Nayi Soch’ with Aamir for Women’s day

    Star Plus takes over Colors, Rishtey retains top position: BARC wk 7

    Star Plus salutes Moms through Dhoni, Kohli and Ajinkya in promos

  • Star India appoints ex Mondelez director Narayan Sundararaman as Star Plus GM

    Star India appoints ex Mondelez director Narayan Sundararaman as Star Plus GM

    MUMBAI: Star India has yet appointed former Mondelez International director of process transformation Narayan Sundararaman as general manager of its flagship Hindi general entertainment channel Star Plus.

    Tasked with shaping the business agenda for the channel, Narayan Sundararaman will report to the network’s Entertainment CEO Amit Chopra.

    He will oversee drama and movie channels across national and regional channels in Hindi, English, Bengali and Marathi.

    Sundararaman comes from Mondelez International where he was Director for process transformation. Sundararaman was with Mondelez for about 17 years. Prior to Mondelez, he was with ITC for about three years. Sundararaman has also been a consultant in the marketing field for a while now.

  • Star India appoints ex Mondelez director Narayan Sundararaman as Star Plus GM

    Star India appoints ex Mondelez director Narayan Sundararaman as Star Plus GM

    MUMBAI: Star India has yet appointed former Mondelez International director of process transformation Narayan Sundararaman as general manager of its flagship Hindi general entertainment channel Star Plus.

    Tasked with shaping the business agenda for the channel, Narayan Sundararaman will report to the network’s Entertainment CEO Amit Chopra.

    He will oversee drama and movie channels across national and regional channels in Hindi, English, Bengali and Marathi.

    Sundararaman comes from Mondelez International where he was Director for process transformation. Sundararaman was with Mondelez for about 17 years. Prior to Mondelez, he was with ITC for about three years. Sundararaman has also been a consultant in the marketing field for a while now.

  • Bournvita Li’l Champs’ launches new TVC with Kajol

    MUMBAI: The nutritional chocolaty drink Bournvita Lil‘ Champs has launched its latest TVC featuring Kajol.

    The TVC shows Kajol as a mother struggling to keep up with her child‘s seemingly infinite questions. It captures how in today‘s times, mothers have to keep up with their child‘s curious minds and find ways and means to satisfy their questioning nature.

    Cadbury India director – beverages, candy and gum, consumer insights and strategy Narayan Sundararaman said, “We are excited to be associated with Kajol and have her endorse Bournvita Li‘l Champs. Our focus remains in addressing a mother‘s concern to get the right balance of nutrition for the physical and mental well-being of her child. As a mother of two children, Kajol is a representation of this focus and we look forward to our relationship with her.”

    The new commercial, which has been created by Ogilvy, is banter between a mother played by Kajol, and her inquisitive son. She leaves no stone unturned in finding facts about the shape of the moon and color of the sky. After rummaging through books and the internet she ultimately finds out that “aasman mein anginit tare hai.” Overjoyed she approaches her son with her new found answer, only to be faced by a different mind boggling query “February mein 28 days kyun hote hai?”. In the closing sequence the mother opines to all young parents “thodi mehnat to aapko bhi karni paregi.”

    Ogilvy India NCD Abijit Avasthi added, “Post millennium, parenting has undergone a paradigm shift. Mothers, in particular, are taking an eager interest in educating themselves on what‘s best for their children. This is also why they‘re better read and hence, better prepared for anything their child throws their way.”

  • Tang introduces Mango flavour as summer approaches

    Tang introduces Mango flavour as summer approaches

    MUMBAI: Powdered beverageTang, which was introduced last year in India through Cadbury India, has announced the launch of the thick Tang Mango flavour in India.

    Tang Mango will be introduced through a new TVC campaign. Developed by Bates, the campaign is based on the theme of “Surprising Thickness”, creatively rendered as ‘isse bas kha jao‘. The message is that one will need to eat the drink relating it to the experience of consuming a mango.

    Kraft Foods director, powdered beverages, gum answer candy Narayan Sundararaman said, “We are extremely happy to announce the launch of Tang Mango, the first product in the Indian powdered beverage category in a unique thick format. Our consumer research showed that consumers prefer mango drinks that are thick, pulpy and gives them the mango flavour and experience. Tang Mango has been developed in line with consumer expectations of consuming a thick and juicy mango flavoured beverage.”

  • Cadbury to launch its first TVC for Tang

    Cadbury to launch its first TVC for Tang

    MUMBAI: Cadbury India, a part of Kraft Foods, has launched its first marketing campaign in India for its global power brand, Tang.

    The spot is developed by Bates 141.

    According to the company, the Tang television commercial showcases the innate creativity, talent and enthusiasm in every child.

    The launch of this TVC will be supported by a robust marketing campaign, including activations and sampling in urban and semi-urban cities across India. The communications campaign will be also leveraged through digital media.

    Said Cadbury India powdered beverages, gum and candy director Narayan Sundararaman, “Findings from our research with mothers and children reveal that a child‘s day is no different from that of an adult, with the level of activities that they perform during the day in school and through other extracurricular activities. Our campaign focuses on a mother‘s continuous effort to create a fun and exciting atmosphere to bring out the best in her child.”