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Tag: Ogilvy India

  • Cadbury 5 Star’s “Do Nothing” philosophy highlighted in ‘Elevator’ ad

    Cadbury 5 Star’s “Do Nothing” philosophy highlighted in ‘Elevator’ ad

    Mumbai: Cadbury 5 Star, India’s beloved chocolate brand, and Ogilvy India have come together to launch yet another quirky “Do Nothing” campaign, elevating the brand proposition with a funnier take on keeping things light. Over the years, the chocolate brand in partnership with Ogilvy, has built on this proposition through many innovations like hijacking Google Assistant with a ‘Do Nothing Mode’, riding the crypto trend with ‘Nothingcoin’, creating the most visible ad campaign for a budget amounting to ‘nothing’, and more recently, a ‘Nothing University’ to train people for an AI-powered future where humans can finally upskill themselves in the art of ‘Doing Nothing’ and embrace AI instead of fearing it.

    The new ad titled ‘Elevator’ tells the story of a person whose phone rings at the most inappropriate time, but he’s too absorbed in enjoying his Cadbury 5 Star to do anything about it. It has been directed by Prasoon Pandey (Corcoise Films) and conceived by Ogilvy India.

    Speaking about this, Mondelez India VP- marketing Nitin Saini said, “Cadbury 5 Star has always been synonymous with indulgence and joy. With the new TVC we wanted to recapture that feeling of pure indulgence, where even the most insistent interruption can’t break the spell of enjoying a delicious 5 Star. This campaign is a playful reminder that in a world obsessed with doing more, slowing down and savoring the simple pleasures can be the ultimate act of chilling. We’re confident that this dramatic and quirky ad will connect with chocolate enthusiasts nationwide, further enhancing the distinct identity of Cadbury 5 Star as the champion of ‘Doing Nothing.”

    Ogilvy India chief creative officer Sukesh Nayak said, “5 Star is back with another crazy interpretation of ‘Do Nothing’. Over the years, the brand’s counter-culture stance has resonated strongly with the youth, with each piece adding to the campaign’s massive popularity. We hope our latest avatar continues to surprise and entertain people.”

  • Asian Paints declares Ultima Protek the ultimate home lamination paint

    Asian Paints declares Ultima Protek the ultimate home lamination paint

    Mumbai:  In the pursuit of creating their beautiful homes, consumers seek a perfect & durable solution. For their home exteriors, they search for an effective paint that will protect it from severe weather & dust. Asian Paints is a brand that is synonymous with beautiful homes & has been consistently offering innovative solutions. Its revolutionary exterior wall paint Ultima Protek stands out as the ultimate ‘lamination paint’, offering the toughest of protection against severe rain, sun and dust.

    With this new ad, Asian Paints reinforces the positioning that Ultima Protek is the best lamination paint. Featuring popular southern actor and comedian Sathish Muthukrishnan as ‘Chandru,’ the advertisement humorously showcases the exceptional features of Ultima Protek. The ad also highlights the cutting-edge Lamination Guard Technology which makes it the top choice for consumers.

    Conceptualised by Ogilvy India, the TVC features the main lead, Chandru, a proud homeowner who recently painted his home with lamination paint, Ultima Protek. The film showcases various seasons, where neighbours approach him marvelling at his home’s stunning appearance after facing severe weather conditions. From scorching summer heat to incessant monsoon rains and heavy storms and dust, no matter what the home keeps shining. As the house stands firm and undamaged, and each neighbour is impressed in every situation, Chandru can’t wait to share the name of his lamination paint. However, every time he tries to reveal the name, a neighbour says it first. Everyone spontaneously states that he’s used lamination paint, Ultima Protek. With admiration, each neighbour refers to him as ‘Super Chandru.’

    Speaking about the new Ultima Protek TVC, Asian Paints MD, and CEO Amit Syngle shared, “Our core concept for Ultima Protek comes from the simple insight that people laminate items they cherish. They do so to protect and extend their lifespan. Homes are one of our dearest possessions. This led to our consistent communication over the years about Ultima Protek as the best ‘lamination protection for your walls. This has resulted in consumers specifically asking for ‘lamination paint’, which is exactly what Ultima Protek delivers. In line with this messaging, our new TVC underlines the essence of lamination protection through the relatable narrative of ‘Super Chandru’. The ad film further solidifies Ultima Protek as the best lamination paint available today for your homes.”

    Ogilvy India Chief Strategy Office Prem Narayan added, “Consumers in the region associate ‘lamination paint’ as a convincing barrier against adverse weather. Past campaigns made lamination paint benchmark for exterior paint. Adding to the same, the new campaign strengthens the association of Asian Paints Ultima Protek with ‘lamination paint’.”

    With Ultima, Protek comes with a ten-year performance warranty. Homeowners can rest assured that their cherished homes will be protected from rain, heat, and dust for years to come with Ultima Protek.

  • Movers & shakers of advertising in 2023

    Movers & shakers of advertising in 2023

    Mumbai: The year 2023 witnessed a significant upliftment for all industries, and advertising experienced noteworthy changes on the people movements’ front. Indiantelevision.com observed it as a year of churn for the advertising industry, marked by numerous exits and entries to and fro Ogilvy India, Dentsu India, BBH India, Havas group, Omnicom, and more…

    Before we go ahead with the list, here’s our heartfelt tribute to some of the advertising veterans we lost in 2023.

    Most recently we lost advertising veteran Helen Anchan who passed away on 3 December. She was the former head of media planning at Lintas. Anchan is highly esteemed in the industry, serving as a role model for numerous young media professionals. With over 50 years in the media, she witnessed significant transformations, many of which occurred during her dedicated tenure at Lintas.

    Advertising veteran and Chairman of daCunha Communications – Sylvester daCunha, who designed the iconic 1966 Amul Girl ‘utterly butterly’ campaign, passed away in Mumbai. He was a doyen of Indian advertising industry who was associated with Amul since 1960s.

    We then lost another man who played a key role in shaping advertising in India who is none other than Pratap Bose. Bose was the former DDB Mudra and Ogilvy veteran and lastly the founding partner and chairman of Social Street.

    Ad and marketing veteran Aurobindo Mohanty passed away on October 24.

    Following are some of the key people movements:

    Ogilvy India:

    Ogilvy India announced an important leadership transition that will take effect from 1 January 2024. Piyush Pandey, currently chairman global creative & executive chairman of Ogilvy India will serve as the chief advisor.

    Hephzibah Pathak will take on the role of executive chairperson of Ogilvy India. She will be Ogilvy India’s first-ever woman in this role.

    SN Rane, group executive co-chairman India & COO South Asia, will work as business advisor to Ogilvy Asia Pacific.

    The Advertising Club:

    The Advertising Club elected Rana Barua as president. Partha Sinha will serve as immediate past president on managing committee for the ensuing year.

    IAA:

    Avinash Pandey was re-elected as president of India chapter of IAA.

    BBH India

    BBH India appointed Ashwin Palkar as ECD and head of experience. Palkar is a seasoned creative leader with 17 years of experience in advertising.

    BBH India appointed Anupam Chauhan as senior vice president – account management. He has over 18 years of proven success in leading advertising agency teams across India, Southeast Asia, the UK, and Canada.

    Havas media group:

    Havas India chairman and chief creative officer Bobby Pawar stepped down from his role. He joined the network in November 2018.

    Havas Worldwide India appointed Kundan Joshee as managing partner & head – West & South. He has nearly 25 years of experience in the advertising industry and stints at Wunderman Thompson, Ogilvy, FCB, Cheil Worldwide, and Grey Group.

    Mohini Varma has joined as executive vice president & planning head – North, and Jasravee Kaur Chandra has been appointed as senior vice president of Havas Worldwide India.

    dentsu:

    Dentsu Creative India appointed Shweta Khosla and Punit Singh as executive vice president (EVP) – strategy & planning.

    Dentsu Creative India appointed Aneesh Jaisinghani as Sr group executive creative director.

    dentsu X, the media agency from dentsu India, appointed Jose Leon as chief executive officer (CEO).

    Dentsu Creative India onboards Surjo Dutt as CCO – West & South.

    Shisham Digital

    Shisham Digital onboarded Ankoor Dasguupta as their chief marketing officer.

    QYOU Media India

    QYOU Media India CEO Simran Hoon stepped from her current role at the company.

    QYOU Media Inc appointed Raj Mishra, as group CEO of QYOU Media’s India.

    Sociowash

    Sociowash has appointed Amisha Gulati as its new business head to lead Mumbai operations. He has over 13 years of extensive experience as a seasoned marketing professional.

    Omnicom

    Aditya Kanthy as CEO of the newly formed Omnicom Advertising Services group in India.

    Alex Lubar has been elevated as global CEO of DDB Worldwide.

    Leo Burnett

    Dheeraj Sinha stepped down from his roles of Leo Burnett South Asia co-chief executive and BBH India chairman and joined FCB as group CEO India & South Asia.

    Publicis Groupe appointed Rajdeepak Das as South Asia CCO and Leo Burnett, South Asia Chairman.

    Enormous Group:

    Moumita Pal joins Enormous as head of creative Delhi

  • Ogilvy India wins Global Grand Effie for “Cadbury Celebrations – Shah Rukh Khan My Ad”

    Ogilvy India wins Global Grand Effie for “Cadbury Celebrations – Shah Rukh Khan My Ad”

    Mumbai: The Global Best of the Best Effie Awards crown the most effective campaigns from all the Grand and Gold Effie winners across the globe in the fray.

    The Global Best of the Best Awards 2023 has announced Ogilvy India (with Wavemaker India) as the winner of the Global Grand Effie in experiential marketing for Cadbury Celebrations – Shah Rukh Khan My ad.

    After bagging the coveted Cannes Titanium last year and an Effie APAC this year, Ogilvy India now adds the Global Grand Effie to their cap for the Shah Rukh Khan My Ad campaign.

    A first-of-its-kind Diwali campaign where Ogilvy India and Cadbury Celebrations worked together to extend a helping hand to small businesses across India that were struggling hard to survive the pandemic’s crippling effects.

    How? Through a timely and purposeful mix of data and generative AI, the Cadbury Celebrations Ad featuring India’s biggest brand Shah Rukh Khan doubled up as a personalised ad promoting countless small businesses.

    Ogilvy India deputy chief strategy officer Ganapathy Balagopalan said, “Christmas has arrived early for Ogilvy India, and we are delighted. It’s taken a village to pull this campaign off and we are happy it has made the impact and difference we hoped for.”

  • 4th Indian Creative Women Portfolio Evening 2023 is back!

    4th Indian Creative Women Portfolio Evening 2023 is back!

    Mumbai: To provide women and non-binary creatives a platform for visibility in the Indian advertising and design industry, Indian Creative Women (ICW) has partnered with DDB Mudra Group and D&AD for the fourth edition of Portfolio Evening, sponsored by McDonald’s.

    The event aims to create a diverse creative leadership pipeline in the country and will provide an exclusive opportunity for applicants to have their portfolios reviewed by a panel of senior creative talent from the industry. Two winners will earn an all-expense paid trip to the D&AD Festival in London.

    Call for portfolios is now open with the virtual event scheduled for Thursday, 7 December 2023 and the in-person event is slotted for Friday, 8 December 2023 at the Omnicom House, Mumbai. Application deadline is Monday, 4 December 2023.

    Some of the eminent jurors for this year include FCB India CCO Swati Bhattacharya, Ogilvy India CCO Harshad Rajadhyaksha, Ladyfinger CCO & CEO Tista Sen, PG Aditya, CCO Talented, Clemenger BBDO senior art director Huei Yin Wong,  Amazon sr creative Melbourne & New York Palak Kapadia.

    With limited seats on a first-come-first-serve basis, the event is open to all creatives with an average experience of 0-6 years, including students and freelancers. Applicants who have taken a career break are also encouraged to apply.

    Indian Creative Women founder Sakshi Choudhary shared her thoughts, “Despite the growing focus on DEI in the industry, there’s still not much action on ground. Indian Creative Women is committed to making the Indian ad & design industry more diverse through actionable solutions. Portfolio Evening, supported by D&AD, our local long- standing partner DDB Mudra Group, and sponsored by McDonald’s, serves as a key initiative to nurture a pipeline of strong female talent. It’s time our industry accepted the influence women bring to consumers, brands and the business of creativity.”

    Speaking on the sponsorship, McDonald’s India managing director Rajeev Ranjan said, “As a proud advocate of creativity and diversity at workplace, I am immensely thrilled to witness the transformative journey that Indian Creative Women (ICW) is forging in the advertising and design landscape. At McDonald’s India, we value the pivotal role women play in improving the quality of business outcomes not only by bringing in diverse perspectives and brilliantly executing unconventional breakthrough ideas but also by leveraging and shaping consumer trends and narratives.  Women today represent a significant economic force. The success of our communities in many ways depend on the success of our women associates. The ICW Portfolio Evening is a testament to the brilliance and untapped potential of female creatives across India. We are honored to support ICW in celebrating and elevating the voices of women who are the architects of tomorrow’s most compelling stories and campaigns.”

    McDonald’s India CMO Arvind R.P. said, “At McDonald’s India, we actively foster an inclusive environment, where diversity is embraced as an advantage. The power of diversity and inclusion is especially vital when it comes to fuelling creativity and innovation. In light of this, we are committed to supporting initiatives like ICW that are working to create a more inclusive and equitable advertising industry. This is a unique opportunity for talented women to learn from and make a difference in the creative industry, and we are happy to be a part of this initiative.”

    DDB Mudra Group CCO Rahul Mathew shared his thoughts “We’re excited to partner ICW for yet another edition of Portfolio Evening. This is an important initiative to help the industry move forward. And to have D&AD and McDonald’s join us in this journey makes this edition of the Portfolio Evening, bigger than ever.”

  • Ogilvy India CCO Kainaz Karmakar to judge the One Club’s Next Creative Leaders 2023

    Ogilvy India CCO Kainaz Karmakar to judge the One Club’s Next Creative Leaders 2023

    Mumbai: The One Club for Creativity, in partnership with The 3% Movement, announced that Kainaz Karmakar, CCO at Ogilvy India in Mumbai, is among the 70 creatives from 27 countries to serve on the jury for Next Creative Leaders 2023, a free global competition recognizing women and non-binary creatives on the rise.

    Now in its ninth year, Next Creative Leaders is a free portfolio competition that identifies, celebrates, and provides a global platform to talented women and non-binary creatives who are making their mark on the world with both their work and unique points of view on creative leadership that’s changing the industry for the better.  

    The complete list of 2023 jurors can be viewed here.

    Eligible participants for NCL are those stepping into leadership roles, including copywriters, art directors, designers, ACDs, newly promoted creative and design directors with less than one year in the role, and creative teams who are doing game-changing work.

    Entries highlighting a candidate’s creativity, leadership, and unique point of view must be submitted by the December 1, 2023 deadline.  To make Next Creative Leaders as open and accessible as possible, there is no fee to enter, with a strong push for candidates to self-nominate.  Winners will be announced in February 2024.

    Along with naming global winners based on the highest jury scores, the competition also recognizes regional winners in Asia Pacific, Europe, Latin America, Middle East/Africa, and North America.  An archive of previous NCL winners, sorted by year, can be viewed here.

    Each NCL winner receives a one-year complimentary individual membership with The One Club, with opportunities to participate in future One Club awards juries, and complimentary tickets to a One Club professional development conference ($1,000+ value), panels, and mentorship events.

    Winners have their work showcased on The One Club website, promotion on both The 3% Movement and The One Club social channels, and potential opportunities to speak on the annual Next Creative Leaders panel.  The global winners also get a dedicated profile article on The One Club website.

    Branding for Next Creative Leaders 2023 was designed by Selina Kehuan Wu, an MFA candidate at Rhode Island School of Design in Providence, and a Type Directors Club TDC69 competition winner.

  • Kingfisher celebrates “#NoFilterFriendships” in its latest Campaign

    Kingfisher celebrates “#NoFilterFriendships” in its latest Campaign

    Mumbai: Kingfisher launched their latest campaign, “#NoFilterFriendships”. The campaign aims to celebrate genuine and unscripted conversations among friends. The campaign, titled “#NoFilterFriendships” focuses on a simple yet profound message: “Open up and have an unfiltered conversation with your friends”.

    Conceptualised and created by Ogilvy India, the advertisement focuses on relatable scenarios and everyday friendships, encouraging individuals to shed pretences and be themselves when connecting with friends.

    In today’s world, it’s hard for Gen Zs to have real, unfiltered conversations. Social media and digital communication have created a culture of curated personas and edited conversations. This can make it difficult to find genuine friends and connections. This campaign offers a refreshing change by inviting Gen Z to be themselves and have honest, unfiltered conversations. It’s a call to action to come together,  open up and forge meaningful connections that transcend the superficiality of social media.

    Commenting on the launch of the campaign, Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said, “Kingfisher has always been a progressive brand, and through this Pan India campaign we aim to echo the tension in the lives of Gen Z audiences, who hesitate to open up freely, fearing judgements from others. This campaign is a celebration of opening up and having judgement-free conversations.”

    Ogilvy India Kainaz Karmakar chief creative officer Harshad Rajadhyaksha said, “For an iconic brand like Kingfisher which enjoys such widespread popularity, the emotion and sentiment of its core audience – Gen Z, needed to be expressed in an entertaining yet meaningful way in the new campaign. Even in today’s world where ‘sharing’ is an accepted way of life for this audience, there are still nuances about their lives they hesitate to express. #NoFilterFriendships was borne from this tension. Among the many stories that we thought of, the one we chose to debut this thought in, carries a little more social currency amongst our Gen Z audience. The story is executed with a light touch and uses all the loved brand elements like the oolalala jingle”.

    The campaign will make its presence felt across diverse platforms, spanning TV, OTT, social media, influencers, and on-ground activations to champion the central message and maximize its impact.

  • Tata AIA partners with its consumers to make them“HAR WAQT KE LIYE TAIYAAR”

    Tata AIA partners with its consumers to make them“HAR WAQT KE LIYE TAIYAAR”

    Mumbai: Tata AIA Life Insurance (Tata AIA), one of India’s leading life insurance companies, has launched its new brand positioning theme, ‘Har Waqt Ke Liye Taiyaar’. The new theme highlights its focus on partnering with its consumers through diverse solutions and enabling them to lead a fikar-free life. The new positioning expands the brand’s focus on protection, effectively conveyed by the earlier theme of ‘Rakshakaran Ki Reet’.  It thus enables Tata AIA to become a lot more relevant and add value to consumers across the many special moments in their lives.

    The new positioning was finalised after multiple consumer research exercises that captured the macro trends as well as targeted surveys to gauge response to specific positioning options developed. ‘Har Waqt Ke Liye Taiyaar’ stood out as the preferred choice for most of consumers across geographies, gender, age groups etc. It especially resonates with the young and middle age groups. It is perceived as lively, action-oriented, and positive and projects a ‘with you’ attitude.  Most importantly, the fact that ‘Har Waqt Ke Liye Taiyaar’ has been crafted in Hinglish and 6 other languages, the connection it establishes with people from different regions of Bharat is very encouraging.

    To deliver this new brand theme, Tata AIA invited creative ideas from multiple agencies, eventually shortlisting the creative approach shared by Ogilvy India. The campaign centers around its Brand Ambassador, India’s legendary athlete Neeraj Chopra. In an unusual storyline, Neeraj is seen in multiple avatars of Fortune Tellers. They are ranting about losing business since consumers are now far free about their future with Tata AIA Life Insurance solutions. The creative has a tone of humour to it and beautifully conveys the brand’s message of empowering its consumers to be always prepared and fulfil their aspirations, while Tata AIA has their back. A consumer survey conducted post-release of the campaign shows 96 per cent of the 500 respondents really liked/ loved the campaign’s creative and messaging.

    Commenting on the new brand philosophy/theme, Tata AIA chief marketing officer Girish Kalra said: “‘Har Waqt Ke Liye Taiyaar’ is a clear, impactful and inspiring theme that effectively communicates our focus on partnering with our consumers, enabling them to lead a fikar-free life. It resonates with our endeavour to offer innovative insurance, wealth creation, wellness and retirement solutions coupled with ‘best in class’ service to our consumers, always.”

    Girish adds, “The creative is quite unique since it showcases our Brand Ambassador, Neeraj Chopra, in a ‘never seen before’ avatar. Our association with Neeraj over the last two years has been very exciting and fulfilling for both partners. We are committed to building on this further in the years to come. He is an inspirational personality, rooted in his behaviour and an amazing human being.”

    Ogilvy India CCO Sukesh Nayak added, “Tata AIA’s unique offerings are designed to keep people ‘Har Waqt Ke Liye Taiyaar’. Building on this platform, the campaign takes a tongue-in-cheek view of how fortune-tellers would react to a world in which everyone is fikar-free for their future – thanks to TATA AIA’s life insurance plans. And who better to bring this alive than an elite athlete like Neeraj Chopra for whom being prepared makes all the difference. The country has time and again seen Neeraj’s talent with the javelin, but in this campaign, we hope his masterful acting – pulling off 4 different avatars, will wow audiences.”

    To promote the new brand theme campaign, TATA AIA has taken a multimedia approach focusing on OTT, TV and music Apps. The brand has tied up with Disney Hotstar and will be displaying the campaign creatives more than 500 million times during the India-played matches as well Semi-finals and finals of the ICC Men’s Cricket World Cup 2023. The campaign will also be telecast on 25 TV News channels in seven languages across 14000 ad spots spread over a period of 45 days. Additionally, the brand has also allied with Jio Saavn for video ads to be played with song lists.

    Tata AIA Life Insurance is a leading brand in the market. It offers diverse solutions including Term Insurance, Guaranteed Income plans, and health and wellness solutions as Retirement products for a diverse set of consumers including Women, HNI, NRI, MSME, and pre-retirees across the length and breadth of India.

  • Sprite unveils ‘Thand Rakh’ brand films during ICC Men’s Cricket World Cup

    Sprite unveils ‘Thand Rakh’ brand films during ICC Men’s Cricket World Cup

    Mumbai: Sprite, the lemon and lime-flavored beverage from the Coca-Cola Company encourages cricket fans to keep their cool during intense moments of matches through a series of brand films on ‘Thand Rakh.’ With the ongoing ICC Men’s Cricket World Cup, the natural impulse to become caught up in the intensity of the game’s heated moments is inevitable. However, Sprite comes to the rescue as the ultimate refreshment to help fans stay cool and composed when the pressure is high.

    In a series of captivating TV commercials, a group of friends are shown engrossed in the ICC Men’s Cricket World Cup. While one of them is fixing the house premises, others are glued to the TV without wanting to miss a single ball. As the match’s intensity rises, chaos ensues in the household at the same time. It’s during this pivotal moment that one of them extends an offer of Sprite to the group.

    In another exciting and forward-thinking move, Sprite is embracing innovation and encouraging ‘Thand Rakh’ by launching the shoppable Out-Of-Home (OOH) advertising campaign during the highly anticipated India vs. Pakistan match on 14 October. As the game’s intensity surges, a rise in temperature is seen on the digital billboard representing Ahmedabad city and Narendra Modi Stadium. The temperature on OOH will change on a real-time basis the excitement levels of the match. In this unique and first-of-its-kind innovation, the intensity of excitement within the stadium is directly tied to the decibel levels, leading to the dynamic adjustment of the temperature displayed on the board.

    Coca-Cola India senior category director Sparkling Flavors (India and Southwest Asia) Tish Condeno expressed her enthusiasm for the campaign, senior category director Sparkling Flavors (India and Southwest Asia) Tish Condeno, saying, “The new ‘Thand Rakh’ campaign revolves around embracing the unforgettable intensity that defines sports. Sprite, truly takes ownership of these heated moments, offering a refreshing solution during ICC Men’s Cricket World cup. We are thrilled to provide a cool respite for those impulsive, high-pressure moments that define the essence of the tournament.”

    Ogilvy India CCO Sukesh Nayak said, “Sprite is established itself as the go-to brand when life throws situations at you that end up causing heat. The cricket world cup is one such situation. The campaign shows cricket through the lens of life in an interesting way that ends in a comedy of errors. It’s quick, snackable content that drives home the point of when heat strikes, Sprite comes to the rescue.”

    Ogilvy India (North) CCO Ritu Sharda said, “The cricket World Cup is the biggest clash of the best teams from around the world. Obviously there will be intense moments and things will heat up. The films show how heated moments from a match get transferred to real life. We took words from the world of cricket and gave it a spin with real life situations where the meaning of the word is completely different. Resulting in heat. Making it the perfect ground for Sprite to come in as the official cooler of heat and to tell people to enjoy the world cup in full, minus the heat.”

    The TVCs will go live during matches on Hotstar and Star Sports.

    Link to the TVCs:

  • Vi urges all to ‘Be Someone’s We’ in their new campaign

    Vi urges all to ‘Be Someone’s We’ in their new campaign

    Mumbai: Humans have inherently been social beings. Since the evolution of mankind, humans have always been together to survive and thrive. However, today’s world poses new types of challenges. Several studies indicate that people from all walks of life, especially the GenZ and millennials are struggling with challenges such as loneliness and social isolation impacting their overall well-being. This underscores the crucial need to establish genuine emotional connections in our ever-evolving phy-gital world.

    Bringing together the best of both worlds where physical and digital realms intertwine, Vi, one of the leading telecom operators, launched its new emotionally appealing creative campaign – ‘Be Someone’s We’, rooted in the company’s vision of being a partner to its customers; in building a better today and in building a brighter tomorrow. The campaign is designed to deliver a powerful message of supporting one another through both good and challenging times, even with the smallest of actions. It draws inspiration from everyday life scenarios to illustrate how a network can serve as a bridge for forming human/social bonds, promoting inclusivity and fostering a sense of togetherness.

    It showcases that even a small gesture of a call or message is enough to make someone feel less left out, less lonely and loved and cared for. Establishing Vi as the trusted partner, this 360-degree ‘Be Someone’s We’ campaign seeks to connect, engage, and uplift the mood of this young audience segment.

    Commenting on the unique issues pertaining to our times, Vodafone Idea CMO Avneesh Khosla said, “Loneliness is a growing concern in India, especially amongst the youth. We believe as a brand designed to aid connectivity, we have a strong role to play in addressing this concern. Our new campaign ‘Be Someone’s We’ is designed to reflect our philosophy of inclusivity, helping the world become less lonely.”

    Conceptualized by Ogilvy India, the campaign comprises of different slice of life stories that focuses on situations that may make us feel left out or lonely. The commercials also use the song ‘Akele Akele Kahaan ja rahe ho’ in a new and interesting way to tell the story.

    Story 1: Dandiya: This film shows a boy feeling a bit left out, watching his college mates practicing Dandiya for a fest. Suddenly, he gets a video call as one of the students practicing Dandiya calling him “Bhai…Dandiya dekhte hi rahega ya fir seekh ne bhi aaega?” inviting him to join. The boy smiles and joins them, with the feeling of being included.

    Story 2: Kheer: This film shows a new joinee, tad nervous and lost trying to find a seat for herself in a crowded cafeteria. She finds an empty seat in a corner. Shortly, she receives a message “Hey! yummy Kheer here… join us?”. Through the crowd she sees a girl waving at her with a lunchbox. She smiles and joins a bunch of colleagues as they welcome her and make space for her.

    Commenting on the campaign, Ogilvy CCOs  Harshad Rajadhyaksha & Kainaz Karmakar said, “Loneliness is one of the biggest silent killers of our time. The campaign shows how a simple phone call, a text or a connection in any way, can change how another person is feeling. Each story of the campaign addresses a different aspect of loneliness – from the first day at work to being a student in a city you don’t belong to. Rohit Dubey, who heads creative for Vi at Ogilvy has crafted the stories and Amit Sharma from Chrome films has brought them to life. Here’s wishing “Humari duniya mein akelepan ki koi jagah na ho”

    The campaign goes on air on 5 October 2023 first on the World Cup. In addition to the world cup, the films would also be on surround channels and digital. Apart from the films, the campaign will also be backed by Digital, OOH and Retail.