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Tag: Navin Talreja

  • Truecaller announces hard-hitting campaign to protect India from harassment & scam

    Truecaller announces hard-hitting campaign to protect India from harassment & scam

    Mumbai: The global communications platform, Truecaller, launched a new brand campaign on Thursday to convey an important message. Conceptualised by Truecaller and The Womb, it depicts the true essence of India and its people.

    The films, launched under the campaign, are a humble attempt to leave a mark on the audience with the use of the “laal rang’’ to signify scam/harassment calls. It seamlessly ties back to the popular saying: “Buri nazar wale tera muh kala.” The campaign is aimed at creating a safe space in the world of online communication.

    In a quest to go that extra mile and help users stay away from spam, scams, and online fraud, Truecaller has been undertaking various initiatives in the form of campaigns, working with the government and creating awareness among the youth with the help of cyber safety training. Be it harassment in the form of unwanted/unwelcome attention or OTP and lottery fraud, Truecaller has been instrumental in helping people fight back.

    Speaking about the campaign films, Truecaller chief commercial officer Kari Krishnamurthy said, “Indian culture is very deep-rooted and the practices and customs we follow are a result of strong beliefs. With this campaign, we have not only tried to capture the core of the problem faced by people in the form of harassment and scams but also how it is the collective feedback and spam markings from the community that make such fraudulent calls appear red. I’m hopeful that with the help of these meaningful films, we will be able to further our cause and help create a line of defence against unwanted communication.”

    Further elaborating on the idea behind the campaign, The Womb co-founder Navin Talreja said, “Truecaller has been in India for more than seven years and has done significant work to make the basic functionality of smartphones safe and secure, with a special focus on women and the elderly. Through the consumer work our team did in smaller towns, i.e., “Bharat,” we realised that the product was highly relevant for them, but awareness and discovery were limited. This discovery gave us our brief: to launch Truecaller for “Bharat” in the most simple yet disruptive way. The product benefits both the individual user and the community at large. With this campaign, our intent is to start a movement and make India’s largest community help safeguard each other.”

  • upGrad promises #KaamKiDegree for MBA aspirants in new ad

    upGrad promises #KaamKiDegree for MBA aspirants in new ad

    NEW DELHI: Ed-tech company upGrad has come up with a new campaign called #KaamKiDegree to promote its MBA vertical. Conceptualised by The Womb, the ad taps into the surging demand for online upskilling amid the pandemic, and seeks to spread awareness on the importance of getting a degree which will help execs climb the corporate ladder to a better position and role.

    Shot remotely, the video reflects on the nostalgia of the quintessential childhood game of musical chairs. It highlights the dearth of seats for MBA degrees from ‘good’ universities, thereby reinforcing the brand positioning of Sirf Naam Ki Nahin, Kaam Ki Degree.

    The company’s previous campaign featuring a donkey was a big hit and generated quite a buzz on social media. The ad showed employees coming to lick a donkey – or an ass in other words – in hopes of pleasing him. The donkey symbolises the boss, who gave priority to sycophancy over talent. At the end, the protagonist refuses to lick the donkey and ends the film by saying that he needs specialisation, not ass-licking, to get ahead in his career.

    upGrad CEO – India Arjun Mohan said, “Our Donkey ad, owing to its bold messaging, was received well by our target audience and saw tremendous traction amongst users. We have also been able to translate the traffic into revenue, especially our management vertical which has seen an uptake for MBA programs.”

     The Womb co-founder Navin Talreja said, “It is a poignant take on the education system and admissions infrastructure in the country which is enabling the growth of the ed-tech industry. We believe it will connect with students who despite being good do not get opportunities to pursue their dream education.”

    Suyash Khabya, creative head at The Womb, added that the ad is rooted in culture and reality and offers one of the deepest insights to be seen in Indian advertising for a while. 

  • USV – Sebamed appoints The Womb as strategy & creative partners

    USV – Sebamed appoints The Womb as strategy & creative partners

    USV – Sebamed has appointed The Womb to handle its strategy and creative duties without the conventional multi-agency pitch. The agency will be responsible for building a new strategic platform for Sebamed, and communication of its entire portfolio.

    Sebamed India & USV FMCG business country head Shashi Ranjan said, “Sebamed as a brand has the potential to create a paradigm shift in Skin & Haircare through its unique pH5.5 advantage. We are looking at behavioral change from consumers to challenge their existing choices and choose right options basis verifiable facts. As the Brand has tremendous potential to disrupt the category, we needed a partner who can do complete justice to our aspirations. The Womb, with their passion for nurturing and building challenger brands and cultural approaches to taking brands to market, was a very natural choice. We are looking forward to a great partnership.”

    Read more stories on The Womb

    The Womb founding partner Navin Talreja said, “We are a challenger brand ourselves so are always excited with the opportunity to work a brand that is one too. And when it is one with as much substantivity as Sebamed, you know that the fight with the market leader will be interesting, to say the least. We look forward to building the business for Sebamed in India. We look forward to this journey with great excitement. Special mention to all at Sebamed who reposed their faith and trust in The Womb by awarding us the brand without a pitch.”

    The Womb founding partner Kawal Shoor added, "All Sebamed products sold in India are imported from Germany. Are made in Germany. That means they're not just built without compromise but have a valid rationale for being considered premium when picked up from Indian shelves. Every Sebamed product is conceptualised and manufactured with science and honesty at its heart and is for everyone, but because of its high price, a big part of strategy building will be to answer 'who will buy it', 'from where will she buy it', 'why will she prefer it over others', and 'how will she continue to buy it'. New opportunities have opened up due to certain issues that a leader brand is facing in baby care, and we're excited to help a deserving brand like Sebamed take center stage in Indian minds."

  • The Womb partners IGP.COM on global campaign to bring relationships closer

    The Womb partners IGP.COM on global campaign to bring relationships closer

    MUMBAI: IGP.com, one of India’s largest online gifting store—offering the best selection of curated gifts, flowers, cakes, and personalised products for all personal occasions and festivals to Indians around the world and in India, recently got The Womb on board as partners in its business and brand growth journey. The firm has a global footprint with almost half of its orders originating from outside of India and almost one-third of its orders getting delivered internationally to more than 100 countries across the globe.

    The Womb partnered IGP.com to roll out its first multi-platform international campaign, for the upcoming festival of Rakshabandhan that celebrates the bond between a brother and a sister. The campaign was released across TV, digital as well as IGP.Com owned social media channels in India and international markets like USA, Canada, UK, Europe, Singapore.

    IGP.com CEO and founder Tarun Joshi said, “Gifting is a huge thing in our country. People just love gifting for birthdays, festivals, anniversaries and just about any occasion. But when the near and dear ones are not in the same city, there is a certain inconvenience that comes in the way of gifting. This is where IGP comes in, as an enabler. To make the entire act of gifting easier by removing the inconvenience which distance brings in. Especially in today’s India, it is not uncommon for one to have their loved ones in faraway cities, be it any part of the world. And so, that’s IGP’s purpose, to simply make gifting to any part of the world easy and hassle-free.”

    Commenting on the campaign, The Womb Communications co-founder Kawal Shoor said, “As the young migrate away from their homeland in search of prosperity and leave their dear ones behind, relationships feel the stress. Thankfully India has rituals like Raksha Bandhan in place that can keep the bonds strong. And now, modern, online brands like IGP are emerging to keep those rituals alive, and through that, reduce the emotional distances between people as they physically move apart.”

    The Womb Communications co-founder Navin Talreja added, “India is a $30 billion gifting market and yet despite the advent of various e-comm portals there isn’t one that specialises in gifting. IGP.com has this opportunity and we intend to leverage with various pieces of occasion-based marketing. Rakshabandhan is our first campaign in making IGP.com synonymous with gifting in India and across the world. This film with the cultural angle of mooh bola bhai we felt would break the wall paperness of Rakhi advertising that has been done for years in India.”

    The Womb Communications creative partner Suyash Khabya stated, “There are visual clichés in Indian festive advertising specially Rakhi. So, the attempt was to have something that would visually break the clutter and give the viewer a sweet surprise. The film has a certain charm that makes you want to watch it over and over.  And a big thanks to Bob (the director of Good Morning Films) for making sure that the film was emotionally touching and didn't go 'funny'.”

  • The Womb’s campaign for Saregama Carvaan is the most effective campaign in the world for 2018, according to WARC Effective 100 rankings

    The Womb’s campaign for Saregama Carvaan is the most effective campaign in the world for 2018, according to WARC Effective 100 rankings

    MUMBAI: WARC, the global authority on advertising and media effectiveness, and now part of Ascential – the company that also owns brands like the Cannes Lions, declared Saregama Carvaan as the most effective campaign in the world! The WARC Effective 100 rankings were released today morning.

    The Womb also made it to the Top 10 most creative agencies in the world, and is the only independent agency in the Top 10 list. The Womb also helped India finish among the Top 3 nations where the most effective work is being created.

    Carvaan’s underdog story and success has already become part of marketing lore in India, and it now deservingly sits at the top of the heap in global sweepstakes as well. Additionally, on the back of this path-breaking work, Carvaan pushed itself into the top 5 brands in the world – just behind Coca Cola, McDonald’s, Burger King and Ikea.

    Vikram Mehra – CEO, Saregama India, had this to say on the recognition, “The commercial and critical success of Carvaan is a testament to our belief that the key to innovation is listening to our customers. We are proud to have The Womb as our strategic partners in this successful journey.”

    An excited Navin Talreja and Kawal Shoor, Co- Founding Partners, The Womb, said, “We took on an almost terminal business challenge in the first year of starting our agency. We helped the client meet it, and beat it with a product innovation, that too for an innovation-phobic elderly audience! This has been such a once-in-a-lifetime experience. What more can we ask for after this recognition, except that we must now move on…to the next big thing!”

    The WARC Effective 100 (successor to the WARC 100) tracks the performance of campaigns, brands and agencies in marketing effectiveness and strategy competitions around the world. And the rankings are a global benchmark for commercial creativity.

    The ‘behind-the-scenes’ article on how the world’s most effective campaign came about can be accessed from the WARC site.

  • Axis Mutual Fund launches ‘The Responsible Mutual Fund’ campaign

    Axis Mutual Fund launches ‘The Responsible Mutual Fund’ campaign

    MUMBAI: Asset management company, Axis Mutual Fund has launched a new brand campaign – The Responsible Mutual Fund.

    The key insight gathered was that investors know that mutual funds over longer term tend to give superior returns, compared to traditional instruments. Though investors are ready to experiment and invest in mutual funds, they are a little fearful. Investors in general are risk averse when it comes to money while being adventurous with many other things in life. In such instances, people need assurances not of high returns, but that of care and concern for the hard-earned money that is invested.

    With this insight, the repositioning of Axis Mutual Fund to ‘The Responsible Mutual Fund’ is thus an important milestone in the journey of the brand. The new campaign marks the evolution of Axis Mutual Fund brand by playing the role of a credible and responsible asset management company which understands that the investors need comfort and confidence from the fund house that their hard earned money is in safe hands and would managed with utmost care and concern.

    Conceptualised by The Womb, the film portrays how Bijoy da, an experienced jungle tourist guide accompanying a family entering the wild which is fraught with risks all around owing to the possible presence of man eater tigers around who have a tendency to attack from the behind, is aware of inherent pitfalls and perils while having joyful ride in the forests. Bijoy da knows how this risk is to be managed as we see each family member donning human masks at the backside (given by Bijoy da), as he knows the tigers don’t attack looking into the eyes and hence the possibility of tigers attacking is nullified. An experienced fund house in Axis Mutual Fund too, like Bijoy da, is fully equipped to understand the risks and manage them.

    The brand broke the campaign with a massive internal program, extends through TV and outdoor, and will culminate with a sustained distributor campaign.

    Explaining the rationale for the brand campaign, Axis Mutual Fund MD and CEO Chandresh Nigam says, “The campaign features our brand philosophy, to provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being The Responsible Fund House. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.”

    Leading the campaign, Axis Mutual Fund marketing and VP Rohan Padhye adds, “The mutual fund industry is growing at a rapid pace, and as a business we are seeing healthy growth. While AMFI (Association of Mutual Funds in India) is doing a stellar job in creating awareness and relevance for our category, our task at Axis MF is to build preference and consideration for the brand. Responsibility plank is competitively distinctive, relevant to the consumer and true to us given the way we have been managing money.”

    The Womb Founder Navin Talreja mentions, “This was one of the more complex ones to pull off. When you have a large organisation with many valid points of view, and more than one right way to go forward, you need skill, patience and integrity to get alignment. We are proud that the entire top management team rallied behind this thought. And while it looks simple, everyone’s aware that this thought will put every Axis Mutual professional under the spotlight. It is an attitudinal and behavioural commitment that that brand is now making to the wider world. It puts pressure, but a good kind of pressure.”

    The Responsible Fund House brand campaign has precisely captured the key message of how Axis Mutual Fund with its demonstrated expertise, is equipped to manage investments with responsibility.

  • Ogilvy strengthens Mumbai team with 4 new senior hires

    Ogilvy strengthens Mumbai team with 4 new senior hires

    MUMBAI:  After fabulous few months of winning new businesses, Ogilvy Mumbai has appointed four senior creative directors. 

     

    Ogilvy India NCD Abhijit Avasthi said, “In order to bolster our creative strength we have brought in these stars. Each of them has a unique way of thinking which will enrich Ogilvy greatly.”

     

    The four new senior creative directors will be based in Mumbai and report to the senior creative and business heads in Ogilvy Advertising.

     

    Neville Shah, a post graduate from Symbiosis Institute of Mass Communication, completed copywriting at The Creative Circus in Atlanta has been appointed as group CD. His work experience spans over companies like MTV India & MTV Indies, Commonwealth Worldwide, McCann Worldgroup, Creativeland Asia, JWT, Mudra, TBWA, McCann-Erickson, Times of India Group, JAM, 107.1 FM Rainbow and The Company Theatre.  He has worked on Indian and multinational brands such as Chevrolet, Set Max, Standard Chartered Bank, Nissan, Airtel, Philips, ESPN, Star Sports, Bajaj Allianz, Parle Agro, Dabur, ITC and several more.

     

    Syed Mohammed Talha Nazim, who started his career at 19, has spent the first 19 years of his career in Kolkata, Delhi, Bangalore and Kuala Lumpur. Having worked in agencies such as Burnett & McCann on prestigious clients like Chevrolet, BMW, Fiat, Petronas, Coca-Cola, Nescafe, Dutch Lady, Aircel, McDonalds, to name some, he chose to return to Mumbai with Ogilvy. 

     

    An IBF graduate from Sir JJ Institute of Applied Art, Mahesh Madhukar Parab, has worked with agencies such as Da’Cunha Communications, Ambience Publicis, McCann Erickson, DDB Mudra and Contract Advertising.  His work experiences spans across Indian and multinational brands such as Amul, Western Union, Siemens, HUL, Marico, Reliance, Yellow Pages, Hanes, Tata Indicom, BPL Mobile, NEO, Star Plus, Edelweiss, Tata Motor International, Asian Paints, Cadbury’s, BATA, Yamaha, Dabur, Wrigley’s, UTI Bank, Kotak Bank, to name a few.

     

    And lastly, Talha Bin Mohsin is a post graduate in Communication after doing his Bachelors in International Business & Finance. Mohsin has worked with agencies such as Contract, DDB Mudra, Leo Burnett & McCann Erickson.  His work experience covers brands such as Coca Cola, National Geographic Channel, Schneider Electric, Philips Lighting, HBO, McDonald’s, Dabur, Godrej, Big Bazaar, Maharashtra Tourism, Parachute, Kotak Mahindra Bank, Barclays Bank, Radio Mirchi, Mediker, Twinings, Wrigley’s (Boomer & Orbit), Yamaha, Bata, Cadbury (Choclairs, Halls), Asian Paints (Tractor, Apcolite), Tata Motors. 

     

    On the new appointments, Ogilvy Mumbai & Kolkata president Navin Talreja said, “New ways of thinking, new kind of work and new ways of adding value is what Ogilvy is known for and what we continuously strive to achieve. To stay ahead of the game we need to constantly add new energy and new ideas to existing ones. These exceptionally talented hires will do just that.”

  • Ogilvy Mumbai scores a double whammy at the AME

    Ogilvy Mumbai scores a double whammy at the AME

    MUMBAI: Continuing its dominance at the ‘Effectiveness Awards’ shows, Ogilvy Mumbai enjoyed a stellar night at the AME’s (Asian Marketing Effectiveness Awards) held in Singapore on the 29 May.

     

    Ogilvy South Asia executive chairman & creative director Piyush Pandey said, “I am truly delighted at this wonderful performance.  It is all due to opportunities given by clients and the fantastic delivery of our battery of young men and women.  We value effectiveness which is achieved through high levels of creativity. Cheers to Ogilvy Mumbai and Geometry Global (the activation arm of Ogilvy).”

     

    On the back of big wins for Lifebuoy Roti & Google Reunion along with other wins on Vodafone, Mondelez, Fevicol and Akanksha, Ogilvy won a total of 17 metals thereby winning the twin titles of Asia Pacific’s Most Effective Agency Office of the Year & Media Strategy Agency of the Year. The AME’s recognise campaigns that demonstrate effectiveness in delivering a return on the marketing investment.

     

    Commenting on the win Ogilvy Mumbai head of planning Kawal Shoor, who was at the awards said, “This reaffirms that obsession with ‘The Work’ pays. Everything else is irrelevant. Every time I went up on stage to pick a trophy, I felt there were many of us going up together – my creative and account partners, my planners and my friends who are called clients.  I wish my brother-in-arms, Navin was there with me as well.  Ogilvy Mumbai winning the agency-of-the-year in Asia Pacific not just for effectiveness, but for media – through a panoramic bunch of work – not just film, is a good sign that we’re ready for tomorrow.”

     

    Ogilvy Mumbai head Navin Talreja added, “For the last two consecutive years we have won the title of the Most Effective Agency Office in the World but somehow Asia Pacific eluded us. Until now. At the beginning of the year, as an office, we committed to make it happen in Asia Pacific and so this is a wonderful feeling. A lot of blood, sweat and tears of creative teams, planners and account management has made this happen. A big salute to them all. And most importantly a big thank you to all our clients who keep partnering us and our crazy ideas helping us reach greater heights.”

     

     

    Ogilvy India  national creative director Abhijit Avasthi, the man behind the work that wins in the market place concluded, “This win reinforces our belief in the power of creativity and the Ogilvy way of doing things. Our clients are our biggest supporters, so a big thank you to them.”