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Tag: Ogilvy India

  • 5Star’s new ad draws flak; Ogilvy terms it as ‘unfortunate’ timing

    5Star’s new ad draws flak; Ogilvy terms it as ‘unfortunate’ timing

    MUMBAI: Even though Cadbury attempted to change its 5Star campaign strategy recently, it's got itself in a fix. The new ad film has drawn ire from netizens. Ogilvy India has termed the timing for the campaign as ‘unfortunate’.

    Ogilvy India chief creative officer Sukesh Nayak, responding to indiantelevision.com said: “The timing has been most unfortunate. However, the campaign was conceptualised and executed way before.”

    The new advertising campaign has not gone well with the netizens, especially with the youth, as many took to social media to express their objection regarding the ad film.

    According to them, the ad shows today’s youth in a distasteful manner, at a time when many are voicing their concern by coming out on the streets over the passage and implementation of the Citizenship Amendment Act (CAA).

    The chief creative officer explaining further said, “We did not think anyone would take a message that is meant to make you smile, in a wrong way. But yes, there are people who have not understood the point being made and there are a few who have misunderstood the message and are reading it negatively.”

    Cadbury’s 5Star recently changed its television commercial (TVC) and came up with the new ad campaign with renewed tag line — Eat 5Star, Do Nothing. The agency, explaining the idea behind the new ad film, said that the earlier campaign had started to become predictable and as youth abhors predictability, it was eventually decided to change the old ad campaign — Jo Khaaye, Kho Jaaye.

    The new television ad film opens with an aged woman, who is sitting on a roadside bench, asks a young boy to pick up her walking stick that's fallen on the road. The boy is seen standing a little away from her bench and eating his 5Star chocolate. He being busy enjoying his 5Star bar responds to the lady with affirmation 'Ji Maaji' but fails not to move from his position. To which, old lady gets up from the bench to pick the stick herself, and moves away from a bench. The moment she picks up her stick a grand piano falls on the bench that she was sitting on. The lady eventually thanks to the boy for not doing anything.

    As many others appreciating the brand’s message, Nayak mentioned that there are also young people who have understood the message and meaning of the point being made.

    “A large majority are enjoying the creative execution that comes through the humour of the campaign. What is heartening is that some are returning to watch the ad again and again,” he added.

  • New 5Star campaign addresses the youth’s pressure of life’s purpose

    New 5Star campaign addresses the youth’s pressure of life’s purpose

    MUMBAI: Chocolate brand 5Star is known for its smart and catchy TVCs but now it's singing a new tune. 'Eat 5Star, Do Nothing’ is a progression from ‘Get lost in 5Star’.

    Ogilvy India, explaining the thought process behind the new ad campaign, said that the ‘always-on’ generation has been taught to ‘always do something’, either to get noticed, be successful or to keeping with their appearance.

    Ogilvy India chief creative officer Sukesh Nayak, speaking exclusively to Indiantelevision.com said: “The execution of the creative idea is an exaggerated, comical way to suggest that not doing anything is not necessarily a bad thing, and that sometimes even good can come out of it.”

    According to Nayak, “Young people today live in a world that is obsessed with being purposeful and the pressure of ‘purpose’ is getting to some of them.”

    “Almost after being hit for 10 years, ‘Jo Khaaye, Kho Jaaye’ campaign with Ramesh & Suresh was starting to get predictable and the youth abhors predictability. Hence the decision to refresh the proposition was made to take the campaign to the next step,” said the chief creative officer.

    As times have changed dramatically in the last 10 years, especially for our core target group — the Indian youth — the Ramesh & Suresh campaign, being our strong creative asset on the brand, was also making it a blind spot, he added.

    The earlier campaign of the brand with Ramesh & Suresh was about the story of two brothers, who generally get lost in time, whenever they have a bite of Cadbury’s 5Star and forget everything they were doing at that moment. The campaign had received astounding response from the audience.

    Further pointing out the discontinuation of Ramesh and Suresh campaign, Nayak said: “The ‘lost in the taste of 5star’ was so ingrained in the Ramesh Suresh execution the idea that any message using them would be seen as yet another ‘Lost in the taste’ ad. Hence we needed a creative and an execution idea that was very different from Ramesh & Suresh to land the change.”

    The brand recently come up with an advertising campaign wherein a television commercial (TVC) starts with an aged woman, who is sitting on a roadside bench, asks a young boy, who is standing a little away from her and eating 5Star, to pick up her walking stick that's fallen on the road.

    The young boy busy enjoying his 5Star bar, responds with 'Ji Maaji' but fails to not move from his position. To which, old lady gets up to pick the stick herself, and moves away from the bench. The moment she tries to pick up her stick a grand piano falls on the bench she was sitting on. The lady eventually thanks the boy for not doing anything.

  • Mondelez India launches ‘Go ‘Madbury for Cadbury’ campaign

    Mondelez India launches ‘Go ‘Madbury for Cadbury’ campaign

    MUMBAI: Mondelez India, the makers & bakers of some of India’s leading snacking brands like Cadbury Dairy Milk, 5Star, Oreo, Bournvita etc., for the very first time throws open the doors, inviting the nation to ‘go Madbury for Cadbury’. Through this initiative, the company is encouraging all the chocolate aficionados to don their culinary hats and tighten their aprons while they create their own Cadbury Dairy Milk bar. This initiative underscores the company’s commitment to stay consumer-obsessed and to empower consumers to snack right, by providing them with more choice and newer eat experiences.

    In line with Mondelēz International’s recently launched and first-ever State of Snacking report, which highlighted how snacking provides Indians with a source of identity and cultural exploration and how snacking as a tradition has also built strong bonds and memories, the ‘go Madbury for Cadbury’ initiative gives an opportunity to Indian consumers to take some time out with the family and friends, take a nostalgic trip and create some unbreakable bonds and everlasting memories – in short just ‘go Madbury for Cadbury’!.

    Mondelez India  director – marketing (Chocolates)  Anil Viswanathan said, “As a company, we are always looking for ways to innovate and excite our consumers and Madbury is yet another attempt to further strengthen our connect with them. Through this campaign, we are encouraging our audience to make their unique ‘Home wala’ Cadbury Dairy Milk, and thus come up with suggestions for the next Cadbury Dairy Milk limited edition pack with two different ingredients. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality.”

    Challengers are encouraged to seek the spotlight as the next Cadbury inventor by visiting the website madbury.in and partaking in the challenge. From black forest jelly, coconut, wheat crispies, popcorn, salted caramel to desi ingredients like paan, thandai, khajoor, kaju katli and masala chai, there are options galore to pick and choose from. One can submit up to two of their favourite flavors for the chance to be one of five finalists. What more? Apart from taste and creativity, every bar should have a unique name and an inspiring tale that would have the judges captivated. The company has also tied-up with Amazon.in, for an exclusive Madbury store, where consumers can get some wacky ideas to ‘go Madbury for Cadbury’, with some unique ingredients listed. Entries are open till January 15, 2020. 

    Ogilvy Mumbai  senior creative director Hemant Sharma, & creative director Sagar Jadhav said, "The brief was truly exciting from the word go and particularly challenging for the Indian market where the taste and flavors are as diverse as the land and its people. So, the old-world wisdom, ‘when there’s a lot to say, sing it’ came to the rescue. We created a jingle with stanzas in 8 different languages celebrating the food and cultural quirks of people across the country. We designed the supporting visuals to bring alive the idea of India’s great multiplicity and love for Cadbury Dairy Milk chocolate."

    Conceptualized in partnership with Ogilvy India & Wavemaker, the Madbury campaign will be supported by a 360-degree communication campaign, which includes a fun new video asset, innovative Outdoor & Digital campaigns and strong in-store visibility. The five lucky finalists will have the opportunity to visit Mondelez International’s state-of-the-art Global Research, Development & Quality Centre in Mumbai, India, and work with the chocolate experts to experiment with their creations and make their dream bar a reality. The competition will witness two of the five finalists as champions and their creation will become the latest and most exciting addition to the iconic Cadbury Dairy Milk range. These limited edition bars are slated to be launched in the latter half of 2020 and will be available to purchase for a limited period across markets in India.

  • Dove celebrates freedom from hair stereotypes with #AapkeBaalAapkiMarzi

    Dove celebrates freedom from hair stereotypes with #AapkeBaalAapkiMarzi

    This Independence Day Dove takes forward its long-standing narrative on societal benchmarks of acceptability by encouraging women to talk about stereotypes attached to their hair. Dove’s #AapkeBaalAapkiMarzi campaign highlights the biases women face solely because of how they wear their hair and urges them to break free from the shackles of a narrow perception of beauty.

    For most Indian women being told to grow their hair long and black is the earliest memory of ‘beautiful’ imbibed in them. Slowly, the stereotype becomes jarring and evident as most movies, advertisements and societal norms depict long, straight black hair to be the symbol of beautiful women, concretizing the biases that exist. For instance, an earlier study by the brand, in collaboration with Hansa Research, found 71% of Indians think short, coloured and curly hair is less beautiful than long & straight hair. This approach creates a tendency for women to measure their beauty on the scale of social norms, making them feel under-confident and diffident. The typecasting limits choices for women who conform to pre-defined standards of ‘beauty’ to be socially acceptable.

    Dove’s new campaign, developed by Ogilvy India, is an endeavour towards addressing these archaic, pre-defined stereotypes and encouraging women to stand tall and wear their hair as they like #AapkeBaalAapkiMarzi in the true spirit of Independence Day.

    Harman Dhillon, Vice President, Hair Care, Hindustan Unilever said, “Dove recognizes and realizes the impact typecasting can have on an individual’s being. For over 60 years, Dove has showcased the beauty in diversity. Through our campaigns we try to create awareness around and break the narrow definition of beauty, creating a space where women feel nurtured and liberated from societal beauty barriers. There is a lot more to be done to create a systemic change in mindsets and celebrate the individuality and independence of women.”

    Unveiled on Independence Day, the campaign shares the story of real women Farishte, Huda and Pia, how they view their hair vis-a-vis how the society perceives them. In an inspiring and moving narrative, it draws focus to the conditioning that women undergo, early-on, towards hair beauty norms. Whether it is short or grey hair, curly or coloured hair, it is the time women are the creators of their beauty standards and feel free to choose for themselves, that reflects their true personality.

    According to Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy India (West), “As a brand that celebrates inclusion, we at Dove decided to celebrate the inclusion of all kinds of hair, in a society that has glorified just one kind of hair. Straight, long and black. After all, the freedom to do what one wants with one’s hair is implicit in the fight for emancipation. We interviewed women across the country to arrive at these inspiring stories. These women were left in a dilemma at some stage in their lives, all because they didn't conform to society's idea of beautiful hair. Instead of succumbing to societal bondage, they continued to wear their hair their way and emerged even more triumphant because of it. These are their stories. Stories that helped us arrive at our campaign idea, #AapkeBaalAapkiMarzi. What better day, than Independence Day to share these stories of freedom and diversity with every woman of India.”

    With campaigns like #AapkeBaalAapkiMarzi, Dove hopes to ignite a conversation amongst women, across generations, on experiencing biases and the need to overcome them –to inspire others who have held back so far. #AapkeBaalAapkiMarzi gently pushes for a change in outlook – one that is more accepting of women without pre-conceived notions, allows them to make their own choices without the fear of being judged and takes a step towards truly liberating women.

    AGENCY CREDITS

    Client: Hindustan Unilever

    Brand: Dove

    Agency: Ogilvy India

    Chief Client Officer, Ogilvy India: Hephzibah Pathak

    Office Leader – Ogilvy India (West): VR Rajesh

    Creative: Zenobia Pithawalla, Mihir Chanchani, Varun Sharma, Vishal Rajpurkar

    Account Management: Chitralekha Chetia, Deepika Das, Sanam Chowdhry, Rakshit Bohra

    Planning: Prem Narayan, Abigail Dias, Akhil Menon

    Production House: Curious

    Director: Vivek Kakkad.

    Executive Producer: Shahzad Bhagwagar.

    Producer: Vincent Gomes.

    Cinematographer: Maciek Sobieraj.

    Associate Director: Divij Kulkarni.

    Production Designer: Manisha Khandelwal

  • Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

    Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

    MUMBAI: Marking its 60th anniversary in the Indian industry, adhesive brand Fevicol, from the house of Pidilite, is going to launch a new mega campaign capturing its bonding qualities. The 90-second-long campaign is not only going to be the longest by Fevicol ever, but will probably be the first campaign to run as a separate content on OTT platforms like Hotstar, SonyLIV, ZEE5, etc.

    The campaign was launched by Pidilite Industries Ltd MD Bharat Puri and Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey in Mumbai on Monday.

    Speaking about the long duration of the campaign in the world of 10-second long narratives, Puri said that if one has a story to tell, the writing is good and narrative is appealing, people will surely watch the whole ad. He insisted that to give the completion of 60 years of an iconic brand like Fevicol a greater impact, it was necessary to create a film and not just an ad film. And that is also why it is being hosted as a separate film on OTT platforms.

    The TVC tells the story of a two-seater sofa, covering its 60-year-long journey across households, generations, and families in Fevicol’s signature humorous and human fashion set against a peppy background score in Bihari dialect, written by Prasoon Pandey. The ad has simultaneously been created in six languages including Hindi, Bengali, Marathi, Tamil, and Telugu.

    Speaking about the storyboard of the ad, Piyush Pandey revealed that Fevicol has always had an integral approach to make its ads look inherently Indian. “I have been working with this brand for more than four decades and we have never subtitled the ads even for international festivals like Cannes. There are a few things that are cultural yet universal and Fevicol ads have been using that narrative in its ads since ever.”

    Puri added that Fevicol’s vocabulary has always been the one that brings out a sweet smile on the viewer’s face with its humorous approach and has never relied on laugh-out-loud intakes. He shared that the new TVC is built on the same core principles of keeping its Indianness and subtle humour alive.

    In its first leg, Fevicol has kept a budget of Rs 20 crore for the campaign which will go live on TV and digital platforms supported by radio and cinema.

    Pidilite Industries Ltd CEO Fevicol division Nitin Chaudhary told Indiantelevision.com that the ad will go live on genres on TV including news and movies with a major focus on GECs. Given the constraint of running a 90-second ad on TV, it might not be placed during sports events like one-day matches.

    He also shared that apart from TVC, several activities and campaigns have been planned for stakeholders in the B2B domain, while for consumers the TVC is the only marketing output.

    Puri, during the press conference, mentioned that they had also created a small prank campaign for the employees of Fevicol and Pidilite by duping into believing that the iconic elephants of the brand will be retiring on the 60th anniversary.

  • Cadbury Dairy Milk’s ‘Purple Heart’ Campaign Takes on Cyber Bullying

    INDIA 2019 : Cadbury Dairy Milk, India’s favorite chocolate brand, recently announced the launch of #HeartTheHate campaign, against Cyber-Bullying in the run-up to this year’s Friendship Day.

    Commenting on the launch of this unique campaign, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light through the cracks in an increasingly divided world – is Generosity. A little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially young people as they feel isolated and depressed when they are exposed to it. The #Heartthehate Campaign builds on a very simple insight that when friends post something as simple as a purple heart in response to the trolls, young people feel less isolated and hence the impact of online bullying is reduced. This campaign is another small step to create a big impact towards social issues.”

    Increasingly, cyber bullying is becoming a norm, which is a worrying trend across the world. And as per an international survey by Ipsos in 2018, the problem is particularly bad in India, which showed the highest rate of parents confirming instances of cyber bullying. According to the study, 37% of Indian parents admitted that their child was bullied online, especially on social media, with approximately 14% of them reporting that the bullying occurred regularly.
    Cyberbullying Is Most Prevalent in India: Ipsos

    In 2018, a total of 37% of polled parents across India said their child was bullied online, with 14% of that total saying the bullying occurred on a regular basis.

    gular basis.

    However, it just takes one person to stand up against such bullies. When that one person stands up, it encourages significant support from others as well. Conceptualized by Ogilvy India and Facebook, the campaign is based on the idea of friends standing up for each other and expressing solidarity with victims by replying with the ‘Purple Heart’ emoticon in response to every troll comment on the victim’s timeline, along with the hashtag #HeartTheHate. This ‘Purple Heart’ emoticon is present on every keypad in the world making it easy for everyone to use it and be a part of this movement. The idea is to give people a visual device (the Purple Heart) to express their support for the people getting bullied thus resulting in an outpouring of positive emotions and support overriding the negativity created by the abuse of online bullying.

    Cadbury Dairy Milk is encouraging people to unite against cyberbullying and lend support to a friend by posting a purple heart when they come across a troll or a negative comment on social media platforms. The #HeartTheHate campaign is in line with the company’s objective to continue fostering love for Cadbury Dairy Milk by strengthening its generosity narrative.

    Commenting on the campaign, Prakash Nair, Executive Vice President, Ogilvy India said “Today while online/social media has become the youth's hangout place, it is also a place where they face a lot of harassment and bullying. Cadbury Dairy Milk, with its proposition of Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye, decided to act on this by arming the youth with a simple weapon to silence the bully – a purple heart emoji. Whenever a friend is getting trolled, all they must do is troll the troller with a purple heart. This simple, generous act of posting a purple heart can help drown out hate comments. Even if one bully is drowned by the purple heart, it will be a worthwhile initiative.

    Commenting on the campaign, Siddharth Banerjee, Director, Global Sales Organisation, Facebook India said “We believe the Purple Heart campaign is a great initiative by Mondelez India to champion social good in India. Using the Purple Heart, an easily accessible emoji, is a very visual and native idea for the youth. Facebook is very proud to partner with Mondelez India and Ogilvy in bringing this cause to life.”

    The campaign will be supported with a digital film, along with an integrated multi-media marketing campaign, which will include influencers engagements and on-ground activations and is being executed with the help of Wavemaker India.

    Please share this Digital Film on your social media platforms and #HeartTheHate

    Agency Details

    Agency: Ogilvy, Mumbai

    Account Management: Prakash Nair, Neha Shah, Navika Jain, Princia Dsouza, Deeksha Chaturvedi, Manseerat Sethi,

    Planning: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi

    Creative: Sukesh Nayak, Neville Shah, Hemant Sharma, Sagar Jadhav, Mahima Kukreja, Rahul Jagtap, Shibumi Desai

    Production House: Caffeine Films

    Director: Abhishek Sinha

    Executive Producer: Shahzad Bhagwagar

    Director of photography: Anuj Dhavan

  • S4 Capital begins India operations, hires Poran Malani as director

    S4 Capital begins India operations, hires Poran Malani as director

    MUMBAI: S4 Capital, a marketing service company that was recently launched by Sir Martin Sorrell post his exit from WPP, has started its India operations by opening offices in Mumbai and Bangalore.

    The company has also announced the appointment of former Ogilvy south India president Poran Malani as its director of operations in the country. Malani will head S4Capital, MediaMonks, and MightyHive in India.

    Poran Malani has extensive experience of working in the industry. He has had a successful nine-year stint at Ogilvy, which ended in 2017. He recently founded a marketing and advertising consultancy as well, called ‘Fair Fern’. Prior to that, Malani has had extended his services to agencies like Ogilvy and McCann and had worked for brands like Lenovo and Coca-Cola.

  • Hamam takes an innovative approach to uphold the dignity of women devotees at the Kumbh

    Hamam takes an innovative approach to uphold the dignity of women devotees at the Kumbh

    MUMBAI: Before you read this, do an internet search using the keywords – ‘Women at Kumbh’. Most, if not all, of the pictures your search will yield will be of women in saris and petticoats taking the Holy Dip. Clothes which are clinging to their bodies as soon as they get wet, making these women vulnerable to prying eyes.

    Hamam believes in helping women #GoSafeOutside by empowering them with skills and means to counter their vulnerability. The brand lives this philosophy not only through its communication but by also engaging through direct initiatives such as putting up ‘CCTV hoardings in Chennai’ and conducting school contact programs that train young girls in Self-Defense.

    Extending its initiative to the Kumbh 2019, the brand started its journey by sponsoring women only changing rooms at the ghats. But soon realized that this is not enough, as the walk to the changing room after the dip in the river is when polyester or cotton saris are wet and clinging, leaving women most vulnerable to unsolicited attention and even pictures.

    Working with brand partner, Ogilvy India, Hamam has created a simple yet effective solution – Waterproof Sarees for women which form a large part of the Kumbh gathering! The same sari that the women are used to, but with a simple layer of waterproofing treatment that makes the fabric aqua phobic. This makes it an ideal clothing option for women devotees taking a holy dip at the Holy Sangam.  

    The Hamam waterproof saree is designed in a charming yellow color and was made available to devotees on the auspicious occasion of Basant Panchami today, which is one of the five most important Shai Snan dates when devotees gather in large numbers for the Holy Dip to cleanse their body and soul. Also called the Saraswati Snan day, devotees are known to welcome this festival wearing traditional yellow attire and worshiping Goddess Saraswati (the Goddess of learning and knowledge).  

    Sharing insights into Hamam’s objective behind the waterproof sarees initiative, Harman Dhillon, General Manager, Skin Cleansing India at Unilever said, “Hamam feels a sense of responsibility towards making a positive difference not just to people’s skin, but also to their daily lives. Through our #GoSafeOutside positioning, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions. The Waterproof Sarees at Kumbh are not just a solution to help preserve the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about they view of women. If men have the right to take the Holy Dip without the worry of unsolicited attention, society needs to adjust its mindset to allow women to do the same without being self-conscious.”

    Sukesh Nayak, Chief Creative Officer and the man behind the waterproof sarees shares how he came up with this idea: “Under our #GoSafeOutside platform, we intiated ‘The Waterproof Sarees’ at Khumbh. An innovative way of helping women preserve their modesty while taking the Holy Dip. Helping them take a bath in the river in the open without worrying about the preying eyes.”

  • Hamam ushers in Basant Panchami by providing waterproof sarees at Kumbh

    Hamam ushers in Basant Panchami by providing waterproof sarees at Kumbh

    MUMBAI: To extend its #GoSafeOutside campaign that aims to empower women with skills and means to counter their vulnerability, Hamam initiated a unique campaign by designing special waterproof sarees for Kumbh 2019.

    The brand shared in a press statement, “Hamam believes in helping women #GoSafeOutside by empowering them with skills and means to counter their vulnerability. Extending its initiative to the Kumbh 2019, the brand started its journey by sponsoring women-only changing rooms at the ghats. But soon realized that this is not enough, as the walk to the changing room after the dip in the river is when polyester or cotton saris are wet and clinging, leaving women most vulnerable to unsolicited attention and even pictures.”

    The release further stated, “Working with brand partner, Ogilvy India, Hamam has created a simple yet effective solution – Waterproof Sarees for women which form a large part of the Kumbh gathering! The same sari that the women are used to, but with a simple layer of waterproofing treatment that makes the fabric aquaphobic. This makes it an ideal clothing option for women devotees taking a holy dip at the Holy Sangam.” 

    Sharing insights into Hamam’s objective behind the waterproof sarees initiative, Unilever general manager, skin cleansing India Harman Dhillon said, “Hamam feels a sense of responsibility towards making a positive difference not just to people’s skin, but also to their daily lives. Through our #GoSafeOutside positioning, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick-starting conversations and facilitating solutions. The waterproof sarees at Kumbh are not just a solution to help preserve the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about their view of women. If men have the right to take the holy dip without the worry of unsolicited attention, society needs to adjust its mindset to allow women to do the same without being self-conscious.”

    Chief creative officer and the man behind the waterproof sarees Sukesh Nayak noted, “Under our #GoSafeOutside platform, we initiated ‘The Waterproof Sarees’ at Khumbh. An innovative way of helping women preserve their modesty while taking the holy dip. Helping them take a bath in the river in the open without worrying about the prying eyes.”

  • Ogilvy announces new APAC creative leadership team

    Ogilvy announces new APAC creative leadership team

    MUMBAI: Ogilvy has announced the names of its new capability leadership team in the Asia-Pacific region as a next step in the agency’s transformation journey.

    While Giri Jadhav has been announced as the head of advertising in Asia, Sheilen Rathod is taking on the leadership of Ogilvy’s customer experience and commerce capabilities across the region. Ali Kazmi will head Ogilvy’s partnerships in Asia – an extension of his current role in China. Andrew Thomas will be taking on an increased role in developing Ogilvy’s PR and influence offerings in the ASEAN markets. Thomas will continue to be based in Singapore.

    Jadhav, Rathod, Kazmi, and Thomas will join Ogilvy’s capability leadership already in place in the region led by Scott Kronick (PR and influence), Benoit Wiesser (brand strategy), and Jerry Smith (digital transformation).

    Jadhav is a long-term Ogilvy veteran who started with the network in India and has held various regional positions based out of Singapore – most recently heading the agency’s global client portfolio in the region. Rathod is also an Ogilvy veteran, who has previously worked in Hong Kong before moving to his current posting in China. He now takes on this regional position based in Shanghai.