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Tag: Nikhil Mahajan

  • Locks by Godrej’ launches ‘Fear is Good’ campaign on Home Safety Day 2024

    Locks by Godrej’ launches ‘Fear is Good’ campaign on Home Safety Day 2024

    Mumbai:  The Locks & Architectural Fittings and Systems business of Godrej & Boyce, a part of Godrej Enterprises Group, celebrated Home Safety Day 2024, aimed at raising home safety awareness across India. To commemorate the occasion, Locks by Godrej unveiled its new campaign, ‘Fear is Good,’ aimed at encouraging Indian homeowners to view home safety as a proactive responsibility. In collaboration with Whyness Worldwide, led by acclaimed director Mr. Nikhil Mahajan, this powerful campaign urges audiences to reconsider the complacent belief of “it won’t happen to me” and instead embrace caution as a tool for safeguarding loved ones and property.

    This campaign aims to replace complacency with vigilance, making home safety a daily priority. The campaign drives the message that fear, when channelled positively, can empower homeowners to adopt safety as a lifestyle. Adding further depth to the campaign, renowned actor Makarand Deshpande joined as the campaign ambassador, bringing relatability and urgency to the message. His association is set to resonate strongly with the audience, inspiring homeowners to rethink their home safety approach and adopt practical steps to secure their homes.

    Godrej & Boyce EVP & business head, locks & architectural fittings & systems Shyam Motwani said, “Over the last three years, we conducted over 1.5 lakh home safety checkups across 3,500 pincodes, resulting in a 25% increase in safety adoption. This year’s Home Safety Day initiative reaffirms our commitment to the ‘Har Ghar Surakshit’ mission and underscores the importance of raising home safety awareness nationwide. The launch of the ‘Fear is Good’ campaign, along with the Advantis IoT9, is part of our ongoing efforts to make homes safer and more resilient. Partnering with  Whyness Worldwide has allowed us to engage homeowners in a meaningful way, encouraging them to embrace caution as a vital tool for protection.

    In tandem with this campaign, the brand also introduced the one-of-its-kind smart locking technology—the highly sophisticated Advantis IoT9, a revolutionary digital lock designed to meet the diverse security needs of modern households. The Advantis IoT9 is equipped with nine cutting-edge modes of access, including wearables, mobile NFC, Bluetooth, Wi-Fi, biometric, and RFID options, creating a comprehensive and futuristic safety solution that integrates seamlessly with today’s smart, connected homes.

    Whyness Worldwide founder & chairman Ravi Deshpande added, “Home safety is a topic that often gets overlooked, yet it is one of the most crucial aspects of everyday life. With the ‘Fear is Good’ campaign, we wanted to challenge the prevailing mindset of complacency and make safety a priority for every household. By tapping into relatable storytelling, we aim to make homeowners see the value of caution, and the importance of implementing the right safety measures, now more than ever. We are happy to collaborate with the ‘Locks by Godrej’ on this meaningful initiative. Their commitment to innovation and community safety resonates strongly with our approach, and together, we hope to drive real change in how people think about and address home safety.”

    With urban crime rates rising, highlighted by the National Crime Records Bureau’s report of 445.9 crimes per 100,000 people in 2024, home safety has never been more critical. Locks by Godrej emphasizes the importance of installing advanced digital locks, CCTV cameras, alarm systems, and motion sensor lights to deter crime. The brand also promotes community involvement through neighbourhood safety meetings and regular police patrolling. Reflecting Godrej & Boyce’s commitment to innovation, the company continues to invest in advanced R&D, introducing high-performance smart locks and expanding its product portfolio, including architectural fittings, to meet India’s evolving safety needs.

  • McCain’s ‘Shart Mat Lagana’ campaign bets big on preservative-free delights

    McCain’s ‘Shart Mat Lagana’ campaign bets big on preservative-free delights

    Mumbai: McCain Foods India, a prominent frozen food brands, proudly announces the launch of its latest campaign. ‘Shart Mat Lagana’ celebrating the 100 per cent preservative-free nature of its products. This campaign underscores McCain’s dedication to delivering high-quality and wholesome products that families can trust without guilt.

    The ‘Shart Mat Lagana’ campaign revolves around McCain Foods’ unwavering commitment to providing preservative-free products. This commitment is realized through the innovative ‘quick freeze’ technology, showcasing the brand’s dedication to delivering high-quality, preservative-free options to consumers.

    McCain Retail head of sales and marketing Aditya Krishna expressed, “At McCain Foods, we have consistently aimed to redefine the frozen food snacking landscape by offering 100 per cent preservative-free products. We have harnessed ‘quick freeze’ technology to preserve the natural taste and freshness of our products. Our latest initiative, the ‘Shart Mat Lagana’ campaign, stands as a testament to this commitment, highlighting our resolve to providing families with delicious and convenient snacking experiences without any concerns about preservatives. We are hopeful that this campaign will resonate with our beloved consumers who prioritize unparalleled quality for their delectable snacking experiences.

    The campaign features a compelling TVC conceptualised by BBDO, showcasing a family’s delight in McCain products while emphasizing their preservative-free nature. In the commercial, a skeptical family member places a bet against McCain’s preservative-free claim, only to be pleasantly surprised when proven wrong, demonstrating the trustworthiness of McCain’s products.

    BBDO chief growth officer Nikhil Mahajan expressed, “In crafting the ‘Shart Mat Lagana’ campaign, our goal was to showcase McCain Foods’ dedication to preserving natural flavor without the use of preservatives. We wanted to convey not just a product message but an experience of trust and delight. This campaign is a celebration of McCain’s commitment to providing wholesome, preservative-free options, and we believe it will leave a lasting impact on consumers, reinforcing McCain’s position as a leader in quality frozen foods.”

    McCain Foods has been a pioneer in innovation, leveraging advanced freezing techniques to ensure its products retain natural flavor and freshness without preservatives. This dedication to quality has made McCain a trusted household name, synonymous with delivering delicious frozen treats and upholding the commitment to providing wholesome, preservative-free options for consumers seeking uncompromised quality in every bite.

    The campaign is amplified through TVCs, digital platforms, cinema, radio, community marketing, and some snackable content on social media channels.

  • BBDO India wins the Cargill mandate

    BBDO India wins the Cargill mandate

    Mumbai: Cargill has appointed BBDO India to manage the brand strategy and creative for their portfolio of edible oil brands.

    Cargill has been striving in India since 1987, providing products such as edible oils, grains, and other verticals. Despite a competitive market fuelled by India’s high oil consumption, Cargill has managed to maintain a steady hold on its audience by offering products relevant to a variety of demographics and regions.

    In recognition of BBDO India’s great work on the Gemini 2021 campaign, which challenged the age-old habit of women limiting themselves to the kitchen and never finding time to explore their full potential, Cargill made BBDO India their AOR for their edible oil brand portfolio. Now that Indian consumers are becoming more aware of their consumption habits, Cargill and BBDO will work together to identify contexts and insights that can further help make a positive impact on consumers’ lives.

    Asked about the partnership, BBDO India GM and chief growth officer Nikhil Mahajan said, “The relationship between us has been built on great conversations, insightful work, and the desire to do something more than just an ad. With a unified vision and a common goal, I am certain that this partnership will lead to some great pieces of work that will always find ways to stir up a conversation with our consumers.”

    BBDO India (Delhi) chief creative officer Krishna Mani added, “We are really looking forward to working with our partners at Cargill to write meaningful and impactful narratives for various brands in their portfolio.”

  • Ford encourages people to ‘go further’

    Ford encourages people to ‘go further’

    MUMBAI: Automobile brand Ford has launched their new film for the Ford Endeavour Sport, which espouses the philosophy to ‘go further’. The film builds on the thought that there are multiple sides to any person, there are aspects that are known to the world, whether it’s being the perfect professional or partner or parent, but then there’s a side that fuels all of this.

    Through this film, Ford seeks to encourage everyone to explore that other side, spend a little time with it, indulge in it. Depicting vistas of unexplored nature, treacherous landscapes, and rugged roads, this digital film created and produced by BBDO India nudges people to venture out and live for themselves.

    Ford India general manager consumer marketing Kaushik Prasad said, “The Ford Endeavour Sport inspires its owners to strike a balance between their routine lives and the more adventurous side of their personality, which they rarely explore. #MeetTheOtherSideOfYou, encourages customers to embark on the extraordinary journey they always wish for with proven off-roading capabilities of the Ford Endeavour firmly by their side.”

    BBDO India chief growth officer Nikhil Mahajan said, “For us, the vision for the campaign was clear; this other side has to be real! The challenge was that this exciting part could not be brought to life in the most real way given the pandemic. Most of the parts of the country were either shut for shoots or nature was playing spoilsport with landslides due to the rains. But our vision was undeterred and we decided that we wouldn’t compromise.”

  • NFDC India Screenwriters’ Lab 2013 heads to TIFF

    NFDC India Screenwriters’ Lab 2013 heads to TIFF

    MUMBAI: Announcing its final selection of six projects for the 2013Screenwriters’ Lab, from over 350 applications, NFDC (National Film Development Corporation – India) relocates the first stage of its Lab to Toronto in co-operation with TIFF (Toronto International Film Festival). The Lab has previously been hosted by Locarno and Venice festivals, each having welcomed two editions of the Screenwriters’ Lab.

     

    TIFF Bailey Artistic director Cameron said, “Indian independent cinema is taking the world by storm and it all begins with its screenwriters. We’re proud to welcome this workshop to the Toronto International Film Festival, and support the NFDC’s important work.”

     

    NFDC MD Nina Lath Gupta said, “NFDC is delighted to be expanding it’s long relationship with the festival by bringing the now renowned Film Bazaar Screenwriters’ Lab to Toronto for the first time, allowing our 6 writers’ creative process to be imbedded within TIFF, especially as Ritesh Batra’s acclaimed The Lunchbox, developed in our 2011 edition of this same lab is honoured with a Gala screening on 8 September”

     

    The six projects selected are to be work-shopped first in Toronto and further in Goa in November, before being presented in the annual Film Bazaar Co Pro Market:Nikhil Mahajan’s first feature Pune 52 was released in 2013 and was a follow up to his feature Doc Half a Billion Dreams (2011)

     

    Bela Negi wrote and directed the 2010 comedy Daayen Ya Baayen (Right or Left) and revisits the quirkiness of Indian rural life in this project which will be her second feature

    Varun Grover is perhaps best known for his collaboration with Anurag Kashyap as lyricist for That Girl in the Yellow Boots and Gangs of Wasseypur, and Vasan Bala’s Peddlers, Varun also has emerged through TV stand-up comedy writing.

     

    Shanker Raman is an award winning Cinematographer and (co) writer known for Frozen (TIFF 2007) and Harud (Autumn- TIFF 2010)

     

    Ashish Aryan is transitioning from a successful commercials career, taking on his first feature film with his project T for Taj Mahal, which he’ll be co-writing with Sachin Ladia, one of the writers of Kashyap’s Gangs of Wasseypur

     

    Rajesh Jalla is a renowned documentary director best known for Children of the Pyre (Best Doc Montreal 2013) who turns his lyrical style towards his first fiction feature project.