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Tag: Ogilvy India

  • Ogilvy creates campaign for Bajaj Platina

    Ogilvy creates campaign for Bajaj Platina

    MUMBAI: Taking the ‘jhatka-free’ story, from Bajaj Platina’s previous campaigns, a notch higher, Ogilvy has created yet another ‘edge of the seat’ thriller for the launch of the new Platina ComforTec 110. The ad shows a tale of two bomb squad technicians trying to find a solution for an un-diffusible bomb which is found in the middle of a busy city centre. With the ad, the brand aims to establish the new features of the higher torque engine, combi-braking system, and nitrox shock absorbers, a category first for the vehicle.

    Bajaj Auto Ltd VP marketing Narayan Sundararaman said, “In the commuter motorcycle segment where the focus is on ‘mileage’, Platina has differentiated itself by building a strong position as the most comfortable bike for the long-distance commute rider through its ‘jhatka mana hai’ communication. The new Platina 110 comes with features that enhance this comfort position with added features to deliver an ‘effortless riding’ experience to our buyers. The new ‘bomb squad’ TVC communicates this in a truly memorable way.”

    Ogilvy West chief creative officer Sukesh Nayak added, “Platina ComforTec’s DNA has always been quirky and entertaining. So this time around, we have chosen a truly unique plot. A bomb disposable squad member discovers the comfort and superior suspension of the new 110 Platina. And in the process leaves the audience thoroughly entertained.”

    Ogilvy Mumbai senior VP Nikhil Mohan said, “This wonderful piece of communication is the outcome of the great partnership with the team at Bajaj.  This campaign will definitely build salience and desirability for the new Platina 110.”

    Ogilvy also shared that the launch campaign along with the TVC and print would include social with an intensive geo-targeted Facebook campaign and other shareable content that entertains the viewer while driving the ‘most comfortable ride’ message home.

  • KFC launches ‘Super Saver’ range

    KFC launches ‘Super Saver’ range

    MUMBAI: KFC India recently launched its all-new Super Saver range – a combo of KFC delicacies starting at Rs 99 with a new TVC conceptualised by Ogilvy India. The ad shows ‘President of KFC Land, Colonel Sanders’, floating in mid-air as he introduces the ‘unbelievable’ new offer.

    Ogilvy India senior creative director Krishna Mani said, “A range of your KFC favorites at a price point starting Rs 99 was actually too good to be true, even as brief to us. Therefore, the task was to find a creative way to deliver the incredible but true pricing to audiences. What better way than to get Colonel Sanders to create some magic at KFC Land.”

    KFC India chief marketing officer Moksh Chopra said, “We recently launched our new ‘Super Saver’ range offering both value and variety to consumers, starting at an unbelievable price point of Rs 99/- Though it sounds too good to be real – Super Saver is exactly what you see! Nothing but finger lickin’ good meal at an affordable price.”

  • Piyush Pandey to take charge as Ogilvy global CCO

    Piyush Pandey to take charge as Ogilvy global CCO

    MUMBAI: Advertising Company Ogilvy has announced that chairman of Ogilvy India, Piyush Pandey will be promoted to the role of worldwide chief creative officer. He will be replacing Tham Khai Meng who was discharged in July. Pandey’s role will commence from 1 January 2019.

    Pandey will also hold on to his responsibilities as the chairman of Ogilvy India and will remain based in Mumbai. From next year he will be working in cooperation with Ogilvy’s global chief executive John Seifert and will look after the creative standards at the company.

    Ogilvy also announced that it will expand its Worldwide Creative Council from 12 members to 20; the 20 members—of which half will be comprised of female creative leaders—will be announced in January of 2019. At last year’s Cannes Lions, Ogilvy announced its commitment (in partnership with the 3% Movement) to recruit 20 senior women in creative globally by 2020.

    Ogilvy Worldwide chief executive John Seifert said, “We could not be more thrilled that Piyush will be serving as our chief creative officer, worldwide and my creative partner.  Piyush is a true industry icon who is uniquely suited to lead our global creative efforts. Creativity has and will always be at the heart of the Ogilvy brand and culture. Piyush is the perfect leader to shepherd that legacy as we continue to focus on making brands matter as the leading creative network in the world.”

    Seifert told Campaign India that he had considered both internal and external candidates for the global creative role. He said, “I wanted someone who would be a real partner to me and who would be true to the creative spirit of our founder David Ogilvy, But it was very clear that Piyush was the right candidate for the role.”

    Seifert continued, “Piyush is deeply rooted in society and culture and the humanness of our world. He’s also someone who doesn’t look backwards, only forwards, and who is enthusiastic, excited and humble. He’s someone everyone can be inspired by.”

    Seifert believes that his working partnership with Pandey would become a model for Ogilvy offices around the world, as he said, “To date, we hadn’t really galvanised our network to ensure creativity is the lifeblood of everything we do, Piyush will now help me drive that.”

    Meanwhile, Ogilvy US CCO Joe Sciarotta has been appointed as deputy chief creative officer, worldwide and will report to Pandey and Seifert.

  • Ajay Gahlaut resigns from Ogilvy India

    Ajay Gahlaut resigns from Ogilvy India

    MUMBAI: Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

    Gahlaut leaves Ogilvy to pursue his own interests.

    He first joined Ogilvy in 2001 and was with Ogilvy until 2005.  He then rejoined Ogilvy in November 2007 and between his first term and the second, he has spent a good part of his career with Ogilvy.  In the last ten years, Gahlaut has worked to help build brands such as Pernod Ricard, BMW, KFC, Taco Bell, Dabur, Perfetti Van Melle, Mother Dairy, Pizza Hut,  Sprite, Best Foods, HT Mint, Philips, to name a few.

    Ogilvy India group CCO and vice chairman Sonal Dabral says, “Ajay did some excellent work in his decade long innings in Ogilvy Delhi. I'd like to thank him for building a great team and wish him all the best for all his future endeavours.”

    Ogilvy south Asia executive chairman and chief creative officer Piyush Pandey adds, “Ajay is looking for life beyond advertising and for that reason, I cannot stop him just like I couldn’t stop Abhijit. If Abhijit was going to another agency, I wouldn’t have let him go. Everyone has a dream and unfortunately, I can’t fulfil that dream. He has done a stellar job and I am very proud of him.  He worked very closely with me and I will miss him. He is a very dear friend.”

  • Tata Salt uses salt art to support Indian athletes at 2018 Asian Games

    Tata Salt uses salt art to support Indian athletes at 2018 Asian Games

    MUMBAI: Tata Salt, one of the most trusted and loved brands in the country, through an innovative form of salt art paid rich tributes to the nation’s heroes while calling for support to Indian athletes in the Asian Games that started on 18 August in Jakarta.

    Celebrating India’s progress since independence, laurels in sports and commemorating India’s 72nd Independence Day, the salt art artistically encapsulates India’s growth story by highlighting a few of its defining moments.

    What makes this initiative special is the connect between the magical art and the brand through the usage of salt metaphor ‘Namak Ke Waastey’. The rendition of these remarkable milestones was carried out using Tata salt by artist Nandakishor Nana Tatar.

    The salt art video tagged as #NamakKeWaastey has already garnered over 2 million views on Facebook and YouTube in a day. It has received over 7k tweets and was trending at number 1 spot nationally on Twitter on 15 August. It was also shared by Mary Kom, Indian Olympic boxer and Geeta Phogat, a freestyle wrestler who won India’s first ever gold medal in wrestling at the Commonwealth Games in 2010 on their social handles.

    The video begins with the iconic speech of Pandit Jawaharlal Nehru and proceeds to highlight critical moments like the green revolution, wars, the launch of Aryabhata, and the nation’s achievements in sports. The salt art tribute was not only about reminiscing India’s glorious past, but also urging the nation to come together and support the Indian athletes participating in the upcoming Asian Games #NamakKeWaastey

    Tata Chemicals head of marketing for consumer product business Sagar Boke says, “Tata Salt is widely christened as “Desh Ka Namak”. Reaching over 6 million households, Tata Salt has always been a harbinger of societal progress. Over the years, the brand Tata Salt has carved a very strong proposition for itself. Basis this proposition and the history of Tata Salt brand, the brand purpose of Tata Salt is simply stated as ‘unlock the individual potential to unlock nation’s performance.’ This purpose has been a driving force for all the activities we take up. Through this unique salt art, we urge the nation to come together and support the Indian Athletes participating in the upcoming Asian Games.”

    The video has been conceptualised and developed by Ogilvy, Mumbai.

  • Shemaroo revamps logo to suit digital consumer

    Shemaroo revamps logo to suit digital consumer

    MUMBAI: Over the years, Shemaroo has had to reorient its business to suit the changing ecosystem and consumer preference. Now, the content powerhouse has revamped its look as well by unveiling a new logo.

    In its 55 years of journey, Shemaroo has witnessed various changes. 15 years ago, it went through a brand refresh. About 10 months ago, the company announced that it has embarked on a transformation journey.

    Shemaroo gears up for digital era; adds devotional app Ibaadat

    Speaking to Indiantelevision.com, Shemaroo Entertainment CEO Hiren Gada shared the experience. After a three-month selection process, Ogilvy India was approved as the creative partner. “It’s the number one agency in the country. Shemaroo is a brand which has been around for 55 years, has been so closely guarded, so many people have such an emotional connection with the brand. If it has to undergo a refresh, it needs to be with the best,” Gada commented on the reason behind choosing Ogilvy as a partner.

    Initially a B2C brand, over time, its business model has become B2B2C. However, the main target of the refresh is consumers. Gada believes that a strong B2C connection is needed before thinking about how people will perceive the change.

    However, Shemaroo promises to stay loyal to the Indian audience by offering them entertainment with that “special tadka”. ‘India Khush Hua’, the new tagline, wants to convey the message of how the company wants to bring joy to Indians with multi-genre offering.

    Curation brands the need of the hour in digital: Kranti Gada

    The logo comprises a series of overlapping layers in rich Indian colours while the shape of the design elements has been derived from the digital play button. “They are already the modern forward-facing company that the logo reflects,” Ogilvy India CEO Kunal Jeswani said.

    “What I found really interesting was the company has done so much to transform internally before they decided to do the external transformation of the brand. Then the task for us becomes much easier. For agencies, when you are transforming a brand externally, it’s far more difficult when the internal shift is going to happen after that. In the case of Shemaroo, it’s just the colours and logo reflecting the change,” he added sharing his experience working with Shemaroo.

    To devise the new logo, Ogilvy undertook surveys for a thorough understanding of the brand, consumers and the trade through careful planning, exhaustive research and understanding of emergent trends.

    A large part of its multimedia campaign will be through its own media. “There are partner properties which we would be working with. We would also be buying some additional media. But primarily it would be on the digital domain. Because the consumer is largely digital, that’s where more targeted and faster refresh can be achieved,” Gada said.

    The company has the ambition to achieve 5X growth in five years. Multi-genre and multi-language strategies are also on the anvil. Devotional content is a core area for the current time. Through the new identity, the company wants to convey their passionate commitment to the goal.

  • Blue Star Launches Water Purifiers with Immuno Boost Technology

    Blue Star Launches Water Purifiers with Immuno Boost Technology

    MUMBAI:  Blue Star has launched a stylish water purifier with 35 models across various price points that have RO, UV, RO+UV and RO+UV+UF technologies. The models brings up an unique lmmuno Boost technology which alkaline antioxidant water that strengthens the defence mechanism of the human body and helps the body to stay healthy and function perfectly.

    Ogilvy India (West) chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “The idea of the campaign came straight from the product. The new range of Blue Star water purifiers come with a technology that improves your immunity. Babies dressed as cute warriors, armed with sippers, deliver this message in a simple and sharp manner.”

    “The challenge was not so much in writing the script but in executing it endearingly. Cajoling the kids to act and handle the sippers was fun and exhausting, in equal measure.The director, Raylin Valles, worked hard to charm the kids and get them to act,” he added.

    Blue Star chief marketing officer and head-corporate communications Girish Hingorani says, “Immuno Boost Technology enhances the pH level of water, giving alkaline water. The body tries to naturally maintain the acid-alkaline balance of the blood. But when the body is overly acidic, the system has to work even harder to maintain that balance and can lead to interference with the activity of all the cells in the body.”

    “Alkaline water helps by neutralising the acid levels of the body, boosting metabolism, hydration and immunity. Further, this technology also helps fighting with toxic free radicals by providing enough antioxidants which results in better immunity and lower damage of cells. We have been using babies in all our communication, as we believe that water given to babies is the gold standard of purity. Our brief to Ogilvy was to highlight this unique feature along with babies,” he added.

    Blue Star and Ogilvy took an innovative approach to convey this, through its campaign titled ‘Strong Babies’ using cute babies as a continuation from their previous campaign.

    Conceptualised by Ogilvy ‘Strong Babies’ an epic warrior-style TVC that showcased babies as playful little warriors, ready to take on anything that came their way. Nobody could stop them from living ‘the baby life’ to the fullest. A feet-stomping, battle theme ran over situations tied in water sippers seamlessly. It ended with a call to ‘get armed with immunity’ and telling viewers to bring home Blue Star’s new range of water purifiers with Immuno Boost Technology.

  • Ogilvy appoints Anirban Roy as head of planning for South

    Ogilvy appoints Anirban Roy as head of planning for South

    MUMBAI: Advertising agency Ogilvy India has appointed Anirban Roy as head of planning for Ogilvy South with immediate effect. Roy will move to Bengaluru.

    Ogilvy South president N Ramamoorthi says, “Anirban’s leadership of our planning group ticks two boxes for us. One, he is from within Ogilvy – so he’s not new to the culture of the agency. Two, he is that rare breed of planner who has worked on both brand and digital planning – both crucial to Ogilvy’s next chapter transformation.

    Roy was in Ogilvy Mumbai and comes with 15 years of work experience across mainline and digital in India and APAC (Singapore, Manila). He has led brands such as Fanta, Sprite, BMW, GSK, Tata Salt, Wild Stone, United Nations, Carlsberg, Huawei to name a few. 

    Ogilvy India chief strategy officer Prem Narayan mentions, “Anirban is a true Ogilvy all rounder. He has worked in our Delhi and Mumbai offices. Anirban is a great team player and is one of the finest leaders I have worked with. As Head of Planning, Anirban will partner N Ramamoorthi, Azaz, Kiran, Tithi and Mahesh. I am sure he will take Ogilvy South to greater heights.”

  • Amitabh Bachchan turns film critic for Tata Sky

    Amitabh Bachchan turns film critic for Tata Sky

    MUMBAI: Tata Sky’s latest high decibel ATL campaign this season highlights its multiple entertainment offerings with two versions — one featuring Bollywood actor Amitabh Bachchan and the other featuring Southern superstar Nayanthara. The new campaign emphasises on the depth of entertainment that Tata Sky offers in a manner that’s loveable and memorable.

    The campaign, ‘#HarSceneKaMazaaLo’ showcases Bachchan as he adorns the role of a Bengali critic mimicking Bollywood superstars in a series of nine ad films. Bachchan is seen to be completely engrossed in watching famous movies brought to him by Tata Sky where he reanimates the evergreen dialogues in his own Bengali avataar. The objective of the ad campaign is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.

    Shot as a series of five ad films, the campaign primarily draws attention to the benefits that Tata Sky offers in the form of pay for what you watch, highest regional HD channels, on the screen of your choice along with a 24X7 customer helpline facility in dedicated southern languages

    Tata Sky’s chief communications officer Malay Dikshit says, “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contribute to over 28 per cent of the total viewership. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the magic for Tata Sky. It beautifully depicts our objective to strive and offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”

    Ogilvy India chief creative officer Sukesh Nayak adds, “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are awed or disappointed by their performance and you are always vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. It was a blast working with Bachchan and Shoojit on this campaign. We had lots and lots of fun. The core idea of ‘Har scene ka mazza lo’ will be amplified across different mediums. On digital, just like our tough film critic, we will encourage people to share with us their favourite scenes.

    With an aim to connect with the viewers, Tata Sky’s maximum entertainment campaign is a 360-degree campaign which includes outdoors in the form of bill boards, wall paintings and bus backs, digital and TVCs. Bachchan’s TVC has been envisioned and executed by Ogilvy and directed by national award-winning director Sircar. Nayanthara features in the campaign created for the southern states directed by R Krishnakumar.

  • The rise of young execs in agencies

    The rise of young execs in agencies

    MUMBAI: When you walk into a government office or a bank, chances are you will find over half the employees above the age of 35 years. The office environment is dull, boring and serious. On the contrary, if you were to visit an advertising agency, you would be surprised to see young executives driving the growth for the company and donning the executive hat. Today, agencies don’t blink an eye before appointing exes who are as young as 25 years and oh boy, they run the company!

    Generation-Y is the first generation that grew up with the internet, and these youngsters, also termed as millennials, are used to having everything at their fingertips. They are pragmatic, connected, bold, and eclectic. Millennials also have a heightened social consciousness compared to previous generations. They believe they can change the world and are not afraid to take risks and challenge the status quo. They are forthright and fearless, insist that their voices are heard, keen to share their ideas, opinions and views on a subject, not afraid of hierarchies to ask questions. This obviously leads to a positive business impact and makes them a great asset for companies.

    Big brands hop onto campus placements to source the next wave of fresh talent for their businesses or offer internships that turn into fully fledged employment. The world’s largest advertising media company, GroupM, hires close to 30 leadership trainees from the top B-schools and they undergo a six-month training before they are assigned to their roles. GroupM also hires lateral talent from premier B-schools due to which they are able to assign bigger roles to them fairly early in their careers.

    iProspect India CEO Rubeena Singh notes that we are currently in the digital age of disruption and millennials are better equipped to navigate it. They are usually more abreast with the latest in technology and are comfortable in using it for seeking solutions. In many ways, they are making agencies more tech-savvy, helping them meet complex client needs in a fast-changing digital economy.

    Mentioning that this generation has led to breaking silos and more collaboration, which is good for clients and agencies, Singh believes this is because millennials tend to work across departments, tapping into broader expertise rather than struggling on their own in the hope of claiming the glory. She adds that they are quick learners and are willing to go the extra mile, not limited to a hierarchy or an insular structure and the focus is on getting the job done.

    Having internal employee mobility programmes is the core of ensuring talent retention and elevating the younger lot to explore various roles early in their career. GroupM chief HR and talent officer of South Asia Rohit Suri mentions that the group runs an extensive employee mobility program which provides its employees the opportunity to apply for various roles within the organisation in India and across the region and GroupM India is the largest exporter of talent to the APAC region.

    Agencies are also increasingly investing in employee training programmes which help them in updating their skills and talent. Media agency Vizeum appoints its star performers to a program called Route 500 every year wherein such candidates are accorded disproportionate training and development opportunities and a fast track growth path within the network.

    India’s largest integrated communications agency Ogilvy undertakes leadership sessions to enhance the younger generation’s skills through workshops and training sessions. Ogilvy India national head of talent and HR Monty Bharali believes that learning interventions potentially accelerate a professional’s capability and possibly, growth and these days that’s very welcome.

    The people and teams are usually the backbone of a company. Without them, it’s impossible to run a business, especially one involving servicing. Investing in talent is extremely crucial for companies as it’s now almost a prerequisite for organisations to have development programmes for their employees. iProspect has a number of programmes to nurture talent and give its employees scope to move forward. A program such as NEXTGEN is designed for individuals to identify their calibre and accelerate their career to a higher / leadership level, employee exchange programs providing them with the opportunity for knowledge sharing and collaboration across global markets, iProspect University which is a central learning platform, Certified iProspect Learning Series that is crafted for employees to be informed on every aspect of digital marketing, national and international conferences, employee of the month title and fun Fridays.

    The millennial employee group is extraordinarily creative, believes in excellence and is impatient to be shown in all of its capabilities. In an organisation built around creativity and excellence, its human capital will always be the greatest strength. Bharali opines that it’s essential to retain great young talent today as agility and adaptability are the need of the hour.

    Young talent is probably the most expensive asset for agencies and Vizeum media associate general manager Saumya Agarwal points that talent retention continues to gain more importance as the availability of right talent remains a big challenge and it takes far more time, energy and money to replace than to groom an existing talent.

    On a different note, The Glitch co-founder and content chief Varun Duggirala thinks that the idea should not be talent retention but talent farming. “Companies need to build great talent, nurture them and if and when they move on, be happy that you’ve sent the right kind of talent into the world,” he says.

    One can criticise millennials for being fickle job-hoppers who show little interest in their work, but they actually care more about professional development than the previous generations which will only lead to more young executives in the industry going forward.  

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