ITV

Tag: Ogilvy India

  • Fevikwik glues laughter to everyday life with new humorous ad campaign

    Fevikwik glues laughter to everyday life with new humorous ad campaign

    MUMBAI: They say love sticks, but Fevikwik takes it literally. The instant adhesive brand from Pidilite Industries has rolled out a new ad campaign that fuses quick fixes with quick laughs, proving that even sticky situations can be hilarious.

    The TVC centres on a middle-aged couple whose playful quarrel over a forgotten anniversary turns into a memorable moment, sealed with Fevikwik’s signature speed and flair. True to its legacy, the campaign blends everyday relatability with humour, reminding viewers that Fevikwik isn’t just for objects, it’s a companion in life’s little sticky moments.

    “Fevikwik’s latest campaign is a reminder that strong bonds can come with a smile,” said Pidilite Industries, chief marketing officer, Sandeep Tanwani. “We’ve woven humour into relatable situations to make Fevikwik more than an adhesive, it’s a brand that connects emotionally too.”

    Ogilvy India, chief creative officer west, Anurag Agnihotri added, “The ‘Anniversary’ film illustrates how Fevikwik stays true to its legacy, offering quick fixes not just for objects, but for life’s tiny, precious moments. Ingenuity, wit, and heart continue to define the brand.”

    The campaign is now live across television, digital, and social media platforms, sticking its signature humour firmly in the minds of viewers, one laugh at a time.

  • Portfolio Night 2025 opens for young creatives with Google live brief

    Portfolio Night 2025 opens for young creatives with Google live brief

    MUMBAI: Aspiring adlanders, polish those portfolios, your big night is here. ‘The One Club for Creativity’ has opened registrations for ‘Portfolio Night 2025’, with Google on board as exclusive global sponsor. In India, the event will be hosted by BBDO India, DDB Mudra Group and TBWA India. Budding creatives can log in online on 6 October or meet in person on 7 October, with entries closing on 3 October.

    Billed as the world’s premier speed-dating event for talent and top creative leaders, Portfolio Night gives young hopefuls the chance to showcase work, receive one-to-one feedback, and even spark their advertising careers.

    This year, Google is setting the live brief for the Portfolio Night All-Stars competition. Winners will earn a coveted trip to New York in 2026 to present their campaign during The One Club’s creative week.

    On the jury are some of the most celebrated names in Indian advertising, including Josy Paul (BBDO India), Kainaz Karmakar (Ogilvy India), Abhijit Awasthi (Sideways Consulting), Russell Barrett (TBWAIndia), Swati Bhattacharya (Lightbox), Rahul Mathew (DDB Mudra), and Ashish Khazanchi (Enormous), alongside a long list of national creative heavyweights.

    With humour, hustle and a shot at global glory, Portfolio Night 2025 promises not just feedback, but a foot firmly in the door of advertising’s big league.

    For registration visit:

    In-Person Event: https://www.eventbrite.com/e/portfolio-night-2025-mumbai-in-person-tickets-1672125625759

    Virtual (Non-Mumbai Residents): https://www.eventbrite.com/e/portfolio-night-2025-mumbai-virtual-tickets-1664770165379

  • Fevikwik sticks to fun with AI mashups and Rs 5 lakh prize campaign

    Fevikwik sticks to fun with AI mashups and Rs 5 lakh prize campaign

    MUMBAI: When glue meets giggles, you know Fevikwik is up to something. This time, the quick-fix brand has gone from mending the broken to mashing up the bizarre with its newly launched Fevikwik AI Pack, powered by its in-house engine, KwikGPT. From Monsoon Beats (umbrella with headphones) to Time Waist (belt with a watch) and Cute Chops (a chopping board fused with a vanity mirror), the AI tool conjures up oddball hybrids that are as hilarious as they are shareable. The idea? To prove Fevikwik doesn’t just stick, it sparks imagination.

    The campaign, created by Ogilvy India, rides on India’s AI craze, where everything from movie scene swaps to fantasy cricket picks has gone viral. Now, Fevikwik’s twist lets users head to aipack.fevikwik.in, key in any two objects, and watch KwikGPT whip up an image of their invention along with a cheeky name.

    And the fun isn’t just virtual. Weekly winners pocket Rs 10,000, while the ultimate “Chutki Mein Kalaakari Champion” takes home a grand prize worth Rs 5 lakh. The most inventive creations also get a social media spotlight on Fevikwik’s channels, fuelling a leaderboard race for bragging rights.

    “We want to spark action through instant ingenuity, especially for younger audiences,” said Pidilite Industries Ltd CMO Sandeep Tanwani. “Fevikwik is evolving into a symbol of spontaneous creativity celebrating originality, humour, and the joy of making things happen in the moment.”

    Echoing the sentiment Ogilvy India chief creative officer Anurag Agnihotri added: “In a world where AI makes creators of us all, Fevikwik AI Pack spotlights the brand’s playful personality. It’s not just glue, it’s a spark of possibilities.”

    With influencers, creators, and digital buzz fuelling the campaign, Fevikwik is proving once again that it knows how to stick to culture and this time, with a big laugh and a bigger prize.

  • Bajaj Pulsar rides into spotlight with a bold new message, Duniya Dekhti Hai. Tu Dikha

    Bajaj Pulsar rides into spotlight with a bold new message, Duniya Dekhti Hai. Tu Dikha

    MUMBAI – Bajaj Auto Ltd. has launched its latest campaign for Pulsar with a bold message for India’s youth: Duniya Dekhti Hai. Tu Dikha.

    Today’s youth are surrounded by secondhand experiences, be it through AI-generated content, influencer lives, or gamified thrills. But deep inside, they crave something real, raw, and felt first-hand.

    They don’t just want to watch someone else take risks. They want to feel the rush themselves. Because authenticity isn’t just a buzzword, it’s a rebellion.

    In a world chasing synthetic highs — reels, simulations, virtual thrills — Pulsar reignites the raw, unfiltered joy of real performance and real power. With every ride, it reminds riders what it feels like to achieve something genuinely thrilling — not virtually viewed, but physically conquered.

    The campaign urges viewers to break out of the spectator mindset – to put down their phones and pick up their imaginations. Because for this generation, the ease of consumption is a trap. It’s in the discomfort of creation that they come alive. Whether it’s content, ideas or identity, what it boils down to is that it’s new and unapologetically theirs.

    The film’s powerful imagery is supported by a compelling story: Pulsarmaniacs do not merely follow trends, they create them. Equipped with unparalleled power and precise performance, the Pulsar becomes more than a machine – it is a declaration; a call to action to join forces with those willing to take a stand, get noticed and assert themselves.

    Speaking on the occasion, Sumeet Narang, president, marketing, Bajaj Auto Ltd., said, “With ‘Duniya Dekhti Hai. Tu Dikha,’ we’re speaking to a generation that’s tired of borrowed experiences and filtered realities. Today’s youth crave the real rush — something raw, personal, and unfiltered. Pulsar has always stood with those who don’t just watch from the sidelines but choose to feel the thrill first-hand. This campaign is a tribute to that spirit — bold, original, and fiercely authentic.”

    At a time when blending in is easy and standing out takes guts, Pulsar refuses to settle for the ordinary. It stands against passivity, conformity, and being just another face in the crowd. It champions those who lead with originality, who create instead of copy and who ride not just to move but to make a mark. Because, Duniya Dekhti Hai. Tu Dikha.

  • From Chai Breaks to AI Breaks: How Indian Marketers Are Letting Robots Handle the Hustle

    From Chai Breaks to AI Breaks: How Indian Marketers Are Letting Robots Handle the Hustle

    MUMBAI: There is a huge change happening in India’s digital marketing scene. 73 per cent of marketing teams worldwide now use AI tools for jobs that used to take up 40 per cent of their workday. However, Indian marketers are at a crucial point right now. Most people are not using AI solutions appropriately; therefore, they miss out on smart automation’s life-changing power.

    The Task Delegation Revolution: A Chance Worth Rs 4 Lakh Crore

    The Indian digital marketing business, worth more than Rs 4 lakh crore, is experiencing what experts call “the productivity revolution.” AI tools are no longer just ideas for the future; they are real tools that are changing the way marketing teams work at advertising agencies in Mumbai, IT startups in Bengaluru, and e-commerce giants in Delhi.

    What AI Tools Do Best for Digital Marketers

    Content Scheduling and Localisation: The fashion store Myntra has successfully used AI tools to manage content scheduling in 12 Indian languages. These agents automatically change campaign messages for regional festivals like Durga Puja in Bengal and Onam in Kerala. Their AI systems currently take care of 80 per cent of social media scheduling, allowing creative teams to concentrate on campaign planning.

    Lead Scoring and Customer Segmentation: Bengaluru’s B2B SaaS business Freshworks used AI tools for lead scoring, which led to a 45 per cent increase in conversion rates. The system looks at how Indian businesses act during certain times, such as when they get budget clearances at the end of the fiscal year and when they buy things during festivals.

    A/B Testing at Scale: Paytm, a Delhi-based finance firm, employs AI tools to conduct large-scale A/B tests across diverse demographics. They evaluate everything from colour preferences (green vs. saffron themes around Independence Day) to messages that work for people with different income levels. Their AI-based testing method has increased click-through rates by 35 per cent and cut campaign setup time by 60 per cent.

    Real Numbers of Impact: During the 2024 holiday season, a well-known e-commerce firm based in Mumbai that sells ethnic clothing cut campaign management time by 40 per cent and increased Return on Ad Spend (ROAS) by 25 per cent. The AI tool changed how much to bid on Google Ads and Facebook campaigns on its own, based on changes in demand in real time during the busiest buying times of Diwali.

    The Human-AI Partnership Model: Changing the Roles of Marketers

    The best Indian marketing teams aren’t using AI instead of people; they’re making strong partnerships that use AI’s speed and human inventiveness.

    What People Are Still Best At

    Cultural Intelligence: AI can digest data, but human marketers are better at identifying cultural differences. A Chennai-based agency’s human team recently stopped a big cultural mistake when its AI proposed utilising beef images in a campaign aimed at South Indian vegetarians.

    Strategic Interpretation: AI tools give information, and people give it meaning. During COVID-19, Flipkart’s AI algorithms showed strange purchase habits. Human strategists saw this as a sign that people wanted more home exercise equipment and kitchen appliances, which led to successful pivot campaigns.

    Crisis Management: During the farmer demonstrations in 2024, human marketers at different companies made quick judgments to stop or change advertisements. AI tools couldn’t do this without human help.

    What AI tools Are Good At

    AI tools monitor social media sentiment in regional languages 24 hours a day, seven days a week, and inform human teams about possible problems before they get worse.

    Predictive Analytics: Zomato’s AI tools can predict when people will want more food during cricket matches and immediately change marketing budgets and inventory suggestions.

    Personalisation at Scale: Hotstar, a streaming service, employs AI tools to make content recommendations for 400 million customers, making it feasible to create unique marketing experiences that would be difficult for human teams to handle.

    A 3-Step Process That Works for Implementation Reality Check

    Step 1: Start small and learn quickly

    Start with easy automated chores, such as scheduling social media posts or sending out basic email marketing. Urbanclap, an Indian startup now called Urban Company, started by automating appointment confirmations and then added more complicated customer journey mapping. Many Indian businesses rush through this phase, making AI work poorly, and teams do not want to work.

    Step 2: Smart Scaling

    Add increasingly difficult duties, such as assessing leads and personalising basic content. Nykaa, an e-commerce site, grew by focusing on one group of customers (urban women aged 25–35) before branching out to other groups. Ensure AI knows how Indians shop, like the importance of wedding and festival seasons and regional preferences.

    Step 3: Strategic Integration

    Use AI tools for strategic tasks like optimising campaigns and performing predictive analytics. Swiggy, a big food delivery company, reached this point by adding AI tools to all of its marketing tools, from acquiring new customers to keeping them.

    How to Avoid Common Mistakes

    The Problem: AI tools often have trouble maintaining a consistent brand voice across Indian languages and cultural settings.

    The Answer: Ogilvy India, an advertising agency located in Mumbai, produced thorough brand voice standards in Hindi, English, and regional languages, with examples for distinct cultural settings.

    Worries About Data Privacy

    The Truth: Marketers need to be extra careful about how they use data now that India has a Personal Data Protection Act.

    Best Practice: Use AI solutions that put privacy first and follow local rules while still being useful.

    Risks of Too Much Automation

    Warning Signs: Customer satisfaction generally goes down when all human touchpoints go away.

    Example from India: A luxury firm based in Delhi first automated all of its customer care responses, which led to complaints about how impersonal they were. They were able to employ AI for early responses while making sure that humans handled more complicated questions.

    Important Success Metrics

    Effect on Revenue: There is a direct link between using AI and sales growth.

    Customer Satisfaction: Keeping high NPS scores even while more work is being done by machines
    Market Share Growth: Having better AI implementation gives you a competitive edge.
    Cultural Relevance Score: How well AI keeps a brand relevant in different Indian marketplaces

    Role Change vs. Role Loss

    Changing Roles:
    Digital Marketing Managers → AI Marketing Strategists
    Content Creators → AI Content Managers
    Performance Marketers → AI Performance Boosters

    New Roles:
    Trainers for AI Marketing
    Experts in Cultural AI
    Managers of Human-AI Collaboration
    The Competitive Edge of Being First

    Indian businesses that employ AI tools early are realising big benefits:

    . Cost Efficiency: Marketing operations costs go down by 30 per cent to 50 per cent

    . Market Responsiveness: the ability to quickly adjust to changes in how customers act

    . Scalability: the ability to grow more quickly in India’s many markets

    Looking Ahead: The Future of AI Marketing in India

    AI tools will be very important for marketers in India as the country progresses toward becoming a 5 trillion dollars economy. India has the most varied market in the world. In the next ten years of Indian digital marketing, the organisations that can find the right mix between AI efficiency and human innovation will be the most successful.
    The transformation isn’t about replacing marketers with AI; it’s about giving Indian marketers the tools they need to make ads that are more culturally relevant, effective, and impactful. It’s not a question of whether to use AI tools; it’s a question of how quickly and effectively you can do it while still keeping the personal touch that Indian customers love.

    The future of Indian marketers belongs to those who can successfully use artificial intelligence and human understanding to create marketing experiences that appeal to a wide range of people and achieve measurable business goals.

    The writer is a digital marketing specialist with extensive experience using AI in Indian markets. His company, C Com Digital, has worked with top companies to successfully add AI tools to their marketing operations while still remaining culturally relevant and connecting with people.    By Chandan Bagwe – Founder/Director of C Com Digital 

  • Indian brands turn heads and hearts at Kantar’s ad-effectiveness awards

    Indian brands turn heads and hearts at Kantar’s ad-effectiveness awards

    MUMBAI: Culture met creativity head-on, and Indian brands walked away with the spoils. Danone, Hindustan Unilever, Haleon and Godrej Consumer Products were among the big winners at Kantar India’s Creative Effectiveness Awards, which celebrated five years of ads that hit both hearts and wallets.

    With more than 1,350 Indian creatives tested in 2024—out of 12,000 globally—the winners were chosen not by agency suits, but by the toughest (and truest) critics: everyday consumers. Think festival rituals, everyday mishaps, Bollywood throwbacks and even snarky political satire. The kind of stuff that makes you nod, laugh or text your mum.

    HUL took home the crown across TV and digital. Meanwhile, Godrej Fab tickled funny bones with its satirical punch, Pond’s struck a Bollywood chord, and Nihar shaved off grooming clichés with flair.

    To mark the fifth anniversary of the awards, Kantar unveiled a snappy new mantra—distilled from half a decade of tracking India’s most powerful campaigns. Turns out, the most effective ads haven’t lost the plot: culture still sells, and creativity still seals the deal.

    The report’s insights are as spicy as a masala chai:

    ●    Culture is comfort food: Great Indian ads are like dal—with a creative tadka. They’re emotional, familiar, and loaded with meaning.

    ●    Tiny moments, big memories: It’s not grand gestures but the small stuff—rainy train stations, puja rituals, awkward family dinners—that truly lands.

    ●    Multilingual magic: Language may vary, but emotion doesn’t. The most effective brands ditched the Hindi-only formula for regionally rooted storytelling.

    ●    Execution eats strategy for breakfast: Music, humour, idioms, casting—get them right, and you’ve got a winner.

    Influencer-driven content, says Kantar, isn’t just noise—it holds eyeballs 2.2 times longer than standard ads, and delivers a 58 per cent average salience score. That’s gold in today’s skip-happy world.

    In India, you don’t invent culture—you tune into it, add some flavour, and serve it up with feeling. That’s how brands go from ads to icons.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Adani Group shines a light with ‘Story of Suraj’, third film in #HumKarkeDikhateHain series

    Adani Group shines a light with ‘Story of Suraj’, third film in #HumKarkeDikhateHain series

    MUMBAI: The Adani Group is back with another spark of inspiration. The infrastructure giant has rolled out Story of Suraj, the third instalment in its emotionally resonant #HumKarkeDikhateHain campaign, spotlighting how clean energy is transforming everyday lives across India.

    Directed by Amit Sharma of Badhaai Ho fame and produced by Chrome Pictures, the film tells the story of Rakesh, a man who returns to his hometown only to find it aglow-literally and metaphorically—thanks to uninterrupted solar power. From blooming crops and buzzing classrooms to 24/7 hospitals, the town’s transformation reflects how renewable energy fuels more than just electricity-it powers possibilities.

    Conceptualised by Ogilvy India, the film is rooted in Adani Green Energy Ltd’s (AGEL) mission to build a cleaner, greener India. AGEL, among the world’s largest renewable energy companies, operates a vast network of solar and wind farms, and has become a cornerstone of India’s energy transition.

    Adani Group head – corporate branding Ajay Kakar said “At Adani, we are not just generating electricity—we are creating pathways for progress. This film reflects the real impact of solar energy on everyday life. The transformation of one town is emblematic of the change we’re enabling across India.”

    Ogilvy India chief advisor Piyush Pandey commented, “Adani adds one more human touch to technology with its new Solar energy film. Story of Suraj shines by showing how solar energy brings life-changing opportunities to communities, helping them build a brighter future.”

    The film will be amplified across TV, digital, radio, and social platforms, ensuring the sunshine reaches every screen.

    With Story of Suraj, Adani isn’t just talking infrastructure-it’s showing how solar power is sparking human potential, one sunbeam at a time.

  • Maaza celebrates everyday wins with new AI-powered digital platform

    Maaza celebrates everyday wins with new AI-powered digital platform

    MUMBAI: In a world obsessed with big wins, Maaza just hit refresh by bottling up life’s tiniest triumphs with a mango twist. Maaza, Coca-Cola India’s beloved homegrown mango drink, is sweetening everyday life with its new digital platform, “Meri Chhoti Waali Jeet”, an AI-powered celebration of the little wins that often slip under the radar. Whether it’s nailing that elusive recipe, finishing a book you started last year, or finally fixing that leaky tap, Maaza thinks it deserves a round of applause and a sip of mango joy.

    Developed by Ogilvy India, the campaign invites users to upload a photo and describe their proud “chhoti jeet” moment. In return, the platform creates a custom Maaza-style animated video, turning mundane Mondays into mango-minted memories ripe for sharing online.

    The campaign is a juicy follow-up to Maaza’s repositioning earlier this year as a reward for small, impromptu wins, tapping into a generation that seeks joy in the now. And who better to embody that vibe than real-life couple Genelia and Riteish Deshmukh, who lead the campaign with tales of parenting highs, creative pursuits, and everyday magic.

    “For me, teaching my kids a new dance step or finally finishing a painting is the real win,” said Genelia, calling the campaign “a sweet way to celebrate victories that mean everything, even if they look like nothing.”

    Riteish agreed: “Learning a football trick or nailing a dish at home feels like a gold medal moment. Maaza gets that. It’s about lifting spirits, not just glasses.”

    Backed by OpenX from WPP, the platform reflects what Ogilvy India CCO Sukesh Nayak calls “a digital ode to the ordinary.” It’s storytelling with soul and a splash of Alphonso mango. Users have until 31 July to join the celebration and get their tiny triumphs animated into Maaza memories.

    Coca-Cola director of marketing & nutrition category, India & Southwest Asia, Ajay Konale summed it up best: “As our consumers’ digital lives evolve, Maaza evolves with them celebrating not just the big chapters, but the small footnotes that bring happiness.”

    From mini milestones to animated mementos, Maaza’s platform proves that life’s sweetest stories are often just one sip and one small win away.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Sun Pharma’s #SecondBirthDate returns with a shot of inspiration from Sumit Antil

    Sun Pharma’s #SecondBirthDate returns with a shot of inspiration from Sumit Antil

     MUMBAI: Sun Pharma is back with its acclaimed #SecondBirthDate campaign this National Doctors’ Day, and this time, it packs a javelin throw of inspiration. Fronting the initiative is para-athlete Sumit Antil— a five-time gold medallist, Padma Shri and Khel Ratna awardee — who credits his second shot at life to the doctors who pierced him back together after a devastating accident.

    Antil’s moving story begins in 2015 when a road accident at age 17 shattered his dream of joining the Indian Army or becoming a wrestler. “26 May 2015 is my #SecondBirthDate — the day I began chasing a new dream,” said Antil. “It was the doctors who helped me rise again.”

    The campaign, now in its third year, continues to honour doctors as life-givers, with Antil joining previous campaign faces like actor Sushmita Sen and cricketer Rishabh Pant, both of whom shared their stories of recovery and gratitude.

    Sun Pharma CEO – India business, Kirti Ganorkar said, “#SecondBirthDate is our tribute to doctors who give people a second chance at life. What began three years ago as a humble initiative to celebrate the life of healthcare professionals has grown into a national movement, powered by countless personal stories of hope, courage, and gratitude. We are truly honoured to have Sumit Antil join the initiative this year. His resilience and determination to make a meaningful impact reflects the same spirit that drives our doctors, a shared commitment to making a difference in society.”

    Also lending their voices this year are Indian Idol winner Pawandeep Rajan and digital creator Himani Guher, both sharing deeply personal accounts of resilience and recovery.

    Crafted by Ogilvy India, the campaign has gone live across print and digital, with past champions like Harmanpreet Kaur and Sushmita Sen once again backing the cause.

    Because some heroes wear white coats — and every saved life deserves a birthday party.

  • India ends Cannes Lions 2025 on a high, bags 32 metals in a roaring run

    India ends Cannes Lions 2025 on a high, bags 32 metals in a roaring run

    MUMBAI: India wrapped up its Cannes Lions 2025 campaign in style, pocketing a cool 32 Lions—nearly double last year’s tally of 18. The final medal, a Silver Lion on Day 5, came in the Sustainable Development Goals category for BBDO India’s long-running Ariel #ShareTheLoad campaign. It capped a festival that saw Indian agencies sprint, leap and roar across the Croisette.

    The BBDO campaign, now a decade-old crusade challenging patriarchal laundry norms, was hailed for its creative consistency and cultural clout. Josy Paul, chairperson and chief creative officer at BBDO India—also this year’s SDG Lions jury president—called it “a movement, not just a message.” Well, the jury agreed.

    Though Day 5 brought just the one metal, the closing spotlight stayed firmly on impact. FCB India’s blockbuster “Lucky Yatra” for Indian Railways, already a Grand Prix and multi-Gold winner, made the Titanium shortlist but didn’t convert. The Womb’s nostalgic “We Broke the Jinx. We Won the World Cup” for Jim Jam Pops also reached the Film shortlist but walked away empty-handed.

    Still, India’s medal chest sparkled: 1 Grand Prix, 9 Golds, 9 Silvers, and 13 Bronzes. That’s a barnstorming 32 Lions. FCB India led the pride, while Ogilvy, Leo India, Havas Creative India, Talented and others made strong showings in categories ranging from Brand Experience & Activation to Creative Commerce.

    What clicked? A sharp mix of culture and conscience. From turning train tickets into lottery dreams, to custom-tailored heart health awareness, to menus that doubled as eye tests—Indian creativity pulled off the rare trick: selling with soul.

    Cannes Lions 2025 proved the Indian ad world is no longer an emerging force—it’s arrived, swagger and all.