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Tag: Neeraj Bassi

  • Ogilvy India rolls out consulting arm, Neeraj Bassi returns to lead the charge

    Ogilvy India rolls out consulting arm, Neeraj Bassi returns to lead the charge

    MUMBAI: Ogilvy India has officially launched Ogilvy Consulting in the country, with seasoned brand whisperer Neeraj Bassi stepping in as head of the India practice. Based out of the Gurugram office, Bassi will also double up as head of strategic planning for Ogilvy India (North).

    Globally, Ogilvy Consulting is all about cracking the holy trinity of modern business challenges — growth & innovation, business design, and digital transformation. It ropes in Ogilvy’s best across brand strategy, customer engagement, commerce, PR, partnerships and influence, bundling them into one potent, integrated offer.

    For Bassi, this isn’t just a gig — it’s a return to base. Having last served as president – strategic planning at Ogilvy Gurugram till 2015, the advertising veteran brings 28 years of strategy-packed experience to the table. His most recent avatar was as chief growth officer at Cheil X, following stints at Publicis, Havas, JWT Dubai, and McCann Erickson, where his journey began in 1997.

    Ogilvy India chief strategy officer Prem Narayan  said, ” I have always admired Neeraj. He is one of the finest strategic minds in the country.   His rich experience across consulting, advertising and driving growth make him one of the rare few who excel at intersecting consumer x culture x brand x business x modern media landscape to deliver business impact and transformation.   There couldn’t have been anyone better to lead and launch the Ogilvy Consulting practice and drive excellence of the strategic planning function for Ogilvy India (North), Neeraj will make us sharper, stronger and sweeter.”

    Bassi, with his trademark cool, added: “I am really excited to lead the Ogilvy Consulting practice in India. Globally we are getting a good traction in this space and I am looking forward to offering independent, unbiased advice for full funnel management of marquee brands – right from fuelling desire to demand conversion at point of sale. Ogilvy Consulting would address the issue of distributed brand narrative that is happening because of domain experts working in their silos. Championing the cause of one brand, one narrative, Ogilvy Consulting will help clients integrate the domains at a strategic level. It’s a homecoming for me and coming home is always special.”

    With this move, Ogilvy India joins the global consulting party — and with Bassi at the helm, expect the narrative to get sharper, the strategies slicker, and the silos shaken.

  • Cheil X launches ‘Live Business Class’ campaign for MG Windsor

    Cheil X launches ‘Live Business Class’ campaign for MG Windsor

    Mumbai: Cheil X has launched a new campaign for the MG Windsor, in collaboration with Jsw MG Motor India. Titled ‘Live Business Class,’ the campaign highlights the luxury and comfort of driving the MG Windsor, comparing it to the premium experience of business-class air travel.

    The campaign film presents the MG Windsor as a business-class experience on the road, making luxury accessible to Indian consumers. It features eight films across digital platforms, following a family of four as they enjoy the vehicle’s innovative features like the infinity view glass roof, aero-lounge seats with 135° recline, and the 15.6-inch GrandView infotainment screen.

    Cheil X national creative director Amit Nandwani who has penned the lyrics, remarked, “The moment we sat inside the Windsor EV, it felt like the business class of a plane. And so the line ‘Live Business Class’ was born. The launch film brings alive the idea by juxtaposing airline business class shots with the premium luxury experience offered by the car. A heart-warming song captures the feeling of being inside the Windsor EV. What follows is a series of light-hearted ads where each ad highlights its industry-first features through playful banter of characters in the family.”

    Jsw MG Motor India head of marketing Udit Malhotra said, “The ‘Live Business Class’ campaign is all about redefining premium travel. Our goal is to create a connection with consumers who aspire to elevate their driving experience, much like traveling business class on an airplane. Similarly, with MG Windsor, we aim to bring a world-class experience to Indian roads, one that combines luxury, innovation, and sustainability. MG Windsor is not just a car, it’s a lifestyle choice for those who appreciate indulgence in every aspect of their travel. This campaign reflects how we envision the future of travel, where comfort, premiumness and technology come together seamlessly.”

    Cheil X-Delhi chief growth officer Neeraj Bassi said “The campaign taps into the aspiration of India beyond the metros, and makes the premium travel experience, akin to business class, available to everybody. It’s a completely reimagined approach to travel where the spotlight is back on how you feel when you are inside the car. Live business class builds on the indulgence and experience of immersive travel.”

    The launch of the MG Windsor follows a two-month teaser campaign across digital and social media, featuring influencer collaborations, content, and teaser videos building anticipation.

    The MG Windsor offers focused on comfort and technology. It includes aero lounge seats with a 135° recline, a 604-liter boot, and an IP67-certified 38kWh battery with four driving modes (eco+, eco, normal, and sport). The infinity view glass roof and a 2700 mm wheelbase add a sense of space, while the 15.6-inch grandview touch display provides seamless navigation and entertainment.

    Equipped with the MG-Jio innovative connectivity platform, the Windsor supports home-to-car functionality and over 100 voice commands in multiple Indian languages. With 80-plus connected features like real-time navigation, remote control, and safety alerts, the MG Windsor delivers a smart, connected driving experience.

  • Cheil X launches the ‘Value for Money’ campaign for MG Hector

    Cheil X launches the ‘Value for Money’ campaign for MG Hector

    Mumbai: Cheil X has launched a communication campaign to showcase the MG Hector’s low cost of maintenance and great resale value. The bedrock of the campaign are the two films which convey the message that MG Hector delivers the most bang for the buck in its category.

    MG Hector is the flagship car from the house of JSW MG Motor India. Launched in India in 2019, it disrupted the market with its first-in-class technology offering, under the positioning “It’s a human thing.” The first connected car that came loaded with several unthinkable tech features and took the whole segment by surprise. A car that established a new benchmark in the mid-sized SUV segment.

    “The MG Hector, India’s first internet SUV, has become one of the most sought-after SUVs among Indian car buyers, as it seamlessly combines luxury, efficiency, and a bold, robust design with advanced tech features. We are excited to bring value for money campaign to life with our partner, Cheil X. This campaign aims to highlight the MG Hector’s standout offerings, such as its low TCO (Total Cost of Ownership), high resale value, and exceptional quality. Our focus is to showcase how the MG Hector delivers an unparalleled driving experience, meeting the diverse needs of our customers while offering great value.” – JSW MG Motor India head of marketing Udit Malhotra.

    The face of the campaign is a couple of films that use humor to drive home the point that MG Hector is a genuine value for money car. Both films use slice of the life, relatable situations to convey the message. The first film, through a banter between two neighbors, highlights how Hector comes with a low maintenance cost of just Rs 500 per month, which is 10-20 per cent lesser than a hatchback (As per NielsonIQ cost of ownership survey – Dec’23). The second film is a conversation between 2 friends, and shows how Hector has an incredible resale value of up to 74 per cent after three years (as per Droom study 2024). The films are part of a communication mix that also includes print, digital and social media campaigns.

    Cheil X national creative director Amit Nandwani said, “While MG Hector is loved by its owners and admired by all, not many know that Hector has an unbelievably low maintenance cost and the highest resale value in its segment. We wanted these messages to be a pleasant revelation for our target audience, a delightful discovery. Our films convey the Hector value for money story in a light-hearted, yet relatable manner. The films depict a slice-of-life banter between a Hector owner and a friend. A tinge of humour and brilliant acting make the situations come alive.”

    Cheil X chief growth officer Neeraj Bassi added, “We have dialled up the humour to home in the point that we (Indians) are value seekers and this insight has turbocharged the narrative of these films. The campaign puts it into words what we already know that we can’t pass up a product that is value for money”.

  • Cheil X launches a new campaign for the MG Comet EV

    Cheil X launches a new campaign for the MG Comet EV

    Mumbai:  Cheil X has launched a new campaign for MG Comet, showcasing it as a street-smart car that adapts to the urban mobility needs of modern cities getting smarter day by day.

    “The MG Comet EV is a car bred for the demands of the city and is loaded with features that liberate you from the shackles of narrow lanes and tricky turns. Besides, it has the ‘Big Inside Compact Outside’ advantage and the tech to navigate the daily surprises. So, in a world where people have grown accustomed to the inconvenience of city driving, MG Comet EV provides a refreshing new perspective on what a delight driving within the city can be,” said JSW MG Motor India head of marketing Udit Malhotra  

    The campaign comprises three slice-of-life films, set within the urban jungle. Each film shows a situation where the city throws an obstacle but Comet is unfazed by each of them and is adept at finding a solve. While the first film highlights the ‘easy to park’ feature in a light-hearted manner, the other two drive home the point that Comet EV is spacious, loaded with tech and easy to manoeuvre on crowded city streets. These films collectively underline the fact that the combination of design, tech, smart space and features in the MG Comet EV makes it the perfect street-smart car.

    Move The Way You Like | MG Comet EV – The Street Smart Car 

    Space For Your World | MG Comet EV – The Street Smart Car 

    Tech It Away | MG Comet EV – The Street Smart Car 

    “The brief was to create a campaign that portrays Comet EV as the perfect city car. We felt that Comet EV, with its easy manoeuvrability, tech features, spacious inside and compact outside design, reflected the spirit of new-age city folks who are always looking at ways to deal with the curveballs of everyday driving. That’s how we arrived at the new positioning encapsulated in the tagline ‘The Street Smart Car.’ The campaign is led by three films that were shot within the environs of the city, with a narrative that seamlessly integrates the features of the car with slice-of-life moments,” said Cheil X national creative director Amit Nandwani

    “The communication around cars is crafted to evoke a sense of awe since it is an aspirational product, but we had to balance it with a dash of light-heartedness since this car is meant to appeal to a younger audience. To achieve this end, we took inspiration from daily life and picked up vignettes that touch upon the cadence of routines that we are all familiar with.” said Cheil X chief growth officer Neeraj Bassi.

  • Cheil SWA group reveals a new visual identity for Cheil X

    Cheil SWA group reveals a new visual identity for Cheil X

    Mumbai:  Cheil X, part of Cheil SWA group revealed its new visual identity and philosophy which takes its muse from the agency’s Korean heritage. Cheil X is an independent full-service agency under the Cheil SWA group that manages the fast-growing new client mandates in India. It has two full-fledged offices in Gurgaon and Mumbai. The Gurgaon team is helmed by Neeraj Bassi, chief growth officer, Cheil X-Gurgaon with the creative team managed by Amit Nandwani, NCD, Cheil X-Gurgaon. Anurag Tandon, chief growth officer, Cheil X-Mumbai is leading the charge of the newly opened Mumbai office while Rajit Gupta is the creative head of Cheil X- X-Mumbai. Through its two offices, Cheil X is at the forefront of offering integrated marketing services like creative, media, digital, influencer marketing, content production, technology, retail, and brand experiences that meet the ever-changing business demands of clients.

    Building on Cheil’s legacy of tech-inspiring creativity, the visual identity of Cheil X is the emblem which is a profound synthesis of cultural heritage and creative ethos, echoing the very essence of the agency’s philosophical underpinnings. At its core lies the symbol of the letter X, a manifestation of their relentless pursuit of disruptive innovation within the realm of advertising. The use of the Korean script ‘Hangul’ to form the letter X is symbolic of the agency’s deep-rooted connection to its Korean origins. Yet, it transcends mere linguistic representation; it embodies their reverence for tradition and the wisdom of centuries encapsulated within geometric minimalism. In this fusion of alphabets and cultures, they discovered a harmonious blend of diversity and unity, reflecting the tapestry of human experience.

    Cheil X- Mumbai VP & creative head Rajit Gupta, who is also the creator of the identity, said, “The form of X, which is inspired by traditional and modern Korean script, essentially breaks down to lines and dots. This framework has been extended to create a unique typeface and illustrations that form a whole visual ecosystem for the brand. The logo philosophy embodies the ethos of Cheil X – a commitment to disruptive creativity rooted in cultural empathy and emotional resonance. It is a reminder that in every stroke of design, we are not merely crafting images but shaping experiences, touching hearts, and inspiring change.”

    “At first blush, this new identity is a visual delight but if you dig deeper it reflects Cheil X’s preparedness for its next phase of growth as it spreads its wings with the launch of a new office in Mumbai said, Cheil X- Mumbai chief growth officer Anurag Tandon.  We are uniquely poised to capture the next wave of business evolution as our clients are becoming more tech-focused with our portfolio of services that draw on our expertise in leveraging creativity and technology.  We have the best talent in the industry who have hands-on experience in handling the dynamic business ask of our clients combined with the desire to fuel their growth and be an enabler for their business success” he added.

    Commenting on Cheil X’s philosophy, Cheil X- Gurgaon chief growth officer Neeraj Bassi said, “Agencies today need to move beyond their traditional remit of campaign-led approach to a broader focus on improving the business outcomes. Our main differentiator is that we are already ahead of this curve.  We have been living the philosophy of Business Connected Agency for years, developing solutions that Impact every moment in the customer journey. Our BCA approach helps clients achieve their business results through the cumulative impact of connected experiences across the customer journey”.

  • Cheil India’s new campaign for JK Tyre celebrates the spirit that unites all Indians

    Cheil India’s new campaign for JK Tyre celebrates the spirit that unites all Indians

    Mumbai: Cheil India’s new TVC for JK Tyre is a showcase of the entire range of products from the brand and its commitment to cater to the varied tyre needs of Indian consumers. It is a communication that is anchored in an anthemic song sung by one of India’s top singers, Mohit Chauhan with lyrics penned down by JK Tyre CMO Amit Gujral.

    JK Tyre is one of the largest tyre manufacturers in India, making tyres for a range of vehicles like premium passenger cars, SUVs, two-wheelers, farm vehicles, trucks, buses, etc.

    “The agency presented several routes, but one insight resonated with the collective team very strongly. In this age where we are all becoming individual islands, it is the roads that keep us connected with each other. Running from the north most tip of India to the last bend down the south, roads are a force of connection across India. And thus was born the idea: India meets India,” said Cheil India chief growth officer Neeraj Bassi.

    “Our insight about JK tyres enabling human connections was strong. So staying true to the brand’s ‘Desh ka tyre’ positioning, we decided to make a grand film which evokes a sense of pride in every Indian. Through our protagonist riding across the length and breadth of the country, we showcased the entire range of JK tyres rolling through diverse landscapes of India. On the way he has heart-warming interactions with people across various regions. These moments, along with the soulful track sung by Mohit Chauhan, drive the emotional connect of the film,” said Cheil India national creative director Amit Nandwani.

    To make this narrative tug at the heart of every Indian, the brand roped in director Bharatbala, who is renowned for taking India to the world through his vision over the years and continues to do so even today and overlaid it with an anthemic track sung by one of India’s top singing talents, Mohit Chauhan.

  • Cheil India’s new campaign for MG Motor India celebrates ‘Unbelievable Delight’

    Cheil India’s new campaign for MG Motor India celebrates ‘Unbelievable Delight’

    Mumbai: MG Motor India is gearing up for an exciting 2024 led by the launch of new trims at attractive price points.

    Cheil India has introduced a new campaign for the brand, inspired by the ‘Unbelievable Delight’ that comes packed with MG’s new offerings. Alongside traditional advertising channels such as print, radio, and digital, this multimedia campaign is anchored by a series of three thematic films that capture the essence of and celebrate customer delight.

    “Since its launch in 2019, MG Motor India has been known for its unique approach to humanizing technology and providing best-in-class features. Looking ahead to 2024, we aim to enhance and evolve our brand story further. By offering the right features at the right price, we are trying to capitalise on all points of leverage to draw attention to the uniqueness of our brand and increase brand love,” said MG Motor India head of marketing Udit Malhotra.

    The campaign comprises one film each for its three SUVs- Hector, Astor, Gloster. The films feature two protagonists in different settings, an Indian and a Brit, discussing the unbelievable prices that MG Motor India is offering on its 2024 models and trims.

    The first film introduces the unbelievable price of the MG Hector Diesel 2024 using the British idiom of ‘Flying pigs’. The second film plays up a mythical ‘Unicorn’ to highlight the remarkable MG Astor 2024 that packs a combination of technology and comfort. The third film uses the very unbelievable yet relatable idea of ‘Money growing on trees’ to showcase that the price of the MG Gloster 2024 sounds just too good to be true.

    Link to the films:

    Pigs flying

    Unicorn

    Money growing on trees

    Cheil India national creative director Amit Nandwani said, “We wanted to explore a clutter-breaking visual route while finding a way to keep the context relatable and films enjoyable. Leaning into the idea of unbelievable delight, each film drives home the point in a light-hearted, fun way with a memorable visual twist at the end. And through the endearing banter of the Indian-British duo, we have tried to marry the British heritage and Indian connect of the brand.”

    Cheil India chief growth officer Neeraj Bassi said, “Working on an iconic brand like MG is a pure delight. For it’s a brand, which is not afraid to push the envelope yet endeavors to stay true to its core Britishness, very much a part of its identity. We are excited to partner with MG Motor in this campaign, where its humor grows on you as the narrative unfolds over a span of multiple films. We hope that consumers will enjoy these films immensely.”

  • Cheil India launches new campaign ‘EVing is Living’

    Cheil India launches new campaign ‘EVing is Living’

    Mumbai: MG Motor India along with Cheil India, has launched an exciting new campaign “EVing is Living” to redefine an era of conscious living by switching to EVs.

    The campaign focuses on the myths about EVs, reassuring those who are indecisive about transitioning to EVs, while also alleviating any uncertainties they may hold regarding EV cars. The campaign addresses the concerns about range anxiety and performance to reservations about charging infrastructure associated with upgrading to an EV. It is a comprehensive 360-degree campaign created by Cheil India, comprising a series with a set of seven films that are set to roll out across diverse platforms encompassing television, and digital platforms.  

    Talking about the campaign, MG Motor India head of marketing Udit Malhotra said, “This campaign demonstrates MG’s dedication to offer peace of mind to customers through India’s beloved EV ZSEV. It promotes EV awareness, debunking myths, and embraces the ‘EVing is Living’ movement. This campaign celebrates the EV-driven future marked by sustainability, convenience, and enhanced experiences. It showcases EVs’ seamless integration into our lives, shaping a sustainable and enriching lifestyle, blending eco-consciousness, technology, and luxury.”

    Cheil India national creative director Amit Nandwani said, “We wanted to create a campaign wherein each film addresses a different barrier to the adoption of EVs in India. So, we came up with a series of fun, light-hearted stories with MG ZS EV at the heart of it. The films are simple, endearingly relatable and visually refreshing. We hope the campaign will connect strongly with the viewers and bring about the desired change in their mindset.”

    Cheil India CGO Neeraj Bassi said, “Through this series of films, we are adding a new dimension to EV communication. EV films are often viewed through the lens of environment but there are so many other reasons that advocate the switch to EV. In this series, we have highlighted the real, everyday benefits to the consumers once they choose to go ahead with their EV purchase.”

  • Neeraj Bassi to move on from Havas Group India

    Neeraj Bassi to move on from Havas Group India

    Mumbai: Havas Group India chief strategy officer Neeraj Bassi has decided to move on from the network. He joined the network in April 2020 and was leading the strategy function.

    Bassi, who reports to Havas Group India group CEO Rana Barua, will help in the transition and continue till March 2022, the agency said.

    Talking about Bassi’s exit, Rana Barua, said, “It was fantastic working with Neeraj, the last two years. I wish him all the best for his future endeavors.”

    Neeraj Bassi added, “I had an enriching experience with Havas Group India over the last two years. As I move on, I would like to wish Rana, Bobby and the entire leadership at Havas Group India all the very best.”

    Bassi was formerly with Publicis India, where he headed strategy and was the managing partner. He leverages more than two decades of varied experience across categories, having worked with agencies such as Ogilvy, Wunderman Thompson, McCann and market research networks-TNS, IMRB, NFO in India and overseas.

    He has also provided strategic guidance and brand solutions to Unilever, Audi, Cadbury Dairy Milk, BMW, Honda, Asian Paints, Nestle, Philips, HSBC, Adidas, Voltas, Sprite, Max Life, and Dabur among others. Bassi teaches at his alma-mater MICA Ahmedabad.