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Tag: Ogilvy India

  • Eveready unveils its new brand logo

    Eveready unveils its new brand logo

    Mumbai: Eveready Industries India Ltd (EIIL, a prominent player in batteries, flashlights, and emerging lighting solutions) unveils its new brand logo and tag line, connecting the new generation with its power of infinite possibilities in the future. For over 100 years, Eveready has been an inseparable part of the daily lives of millions of Indians. The iconic ‘Eveready’ logotype held within the Red Ellipse or a ‘disc power button’ brought together the typeface and the Cat-o-9 reflecting strong cues of energy and authority. The brand synonymous with ‘Give Me Red’ which started off describing a battery ended up defining a generation. The words that have built the history of India’s biggest battery brand transcended the boundaries of advertising and became a youth slogan in the 90’s: it was about an attitude, an endless craving for the power to express youthful energy. Marking an era of excellence and with new products coming in for new age consumers, the brand identity and tag line needed to be dynamic and relevant. Drawing from the brand’s inherent association of ‘power/energy’ a contemporary new identity has been created signaling infinite possibilities and transformation towards a future committed to innovation, vibrancy, modernity, trust and empathy.

    While retaining the ‘Cat-O-9’ unit which has been a defining image of the brand, the revamped Eveready logo marks a strategic drive; it derives its inspiration from the loop of infinity. It becomes fluid, animated and dynamic, symbolizing endless source of power and energy. It is marked by intentional asymmetry; the left side is slightly smaller than the right. The design is denotative of progress – from uncertainty to empowerment. Positioned at the centre, the Eveready wordmark radiates vitality. This transformation bespeaks a future-ready, self-aware brand, one that embodies boldness and magnetism. The tagline ‘Give Me Power. Give Me Red.’ reinforces Eveready’s identity as an unwavering source of strength and resilience. With this bold new addition, the brand transcends the boundaries of illumination and becomes power incarnate. It becomes a synonym of empowerment and courage.

    Speaking about the rebranding, Eveready Industries India Ltd. senior vice president & SBU head (batteries & flashlights) Anirban Banerjee said, “The iconic Eveready brand has enhanced its respect, reach and recall over time, matching its products and quality with the best in the world. With evolving consumer needs, the brand needed to transform and expand its portfolio, offering powerful, premium and innovative products. It was thus important for the brand to be seen as relevant and contemporary across age groups in the new world as it straddled the new portfolios.

    What happens when you pass energy through the Eveready disc? It starts to move and gather momentum. As the pace of the spin increases, the moving shape assumes the form of an infinity symbol. The new logo in motion stands for the brand’s vision of limitless progress and infinite power,” added Banerjee.

    “Eveready stands for limitless power and dynamic possibilities. It is ever evolving, constantly changing and forever transforming to keep India moving towards exponential progress. This zest for dynamism, infinite energy and endless possibilities finds form in the newly revamped Eveready logo. The new logo is a symbol of power without a pause. Revamped and animated, it evokes the idea of momentum, forever on the go. It forms the loop of infinity, to denote eternal drive, the spark of new beginnings. That’s why the latest rendition of the logo comes with an additional line: give me power. Eveready is the future of power. Infinity is the soul of new Eveready,” said Ogilvy India chief creative officer Sukesh Nayak. 

  • KFC India says ‘Isse Samjho Mat, Bas Khao’ in new campaign

    KFC India says ‘Isse Samjho Mat, Bas Khao’ in new campaign

    Mumbai: Some things in life can’t be understood. They just need to be loved. Like KFC India’s all chicken, no bun ‘Double Down Burger’. In KFC India’s latest campaign for the limited edition double down burger, Colonel Sanders has one clear message for chicken lovers – ‘Issey samjho mat, bas khao’. There are no questions to be asked about the Double Down Burger, and nothing else to be done except to indulge your cravings.

    KFC India & partner countries CMO Aparna Bhawal said, “Innovation, while being distinctive, is at the core of everything we do at KFC. When you talk to any chicken lover, they’ll tell you that more is more! The limited edition all chicken, no bun Double Down Burger is for this tribe. It is an offering where you just satisfy your cravings, no questions asked! Like the OG Colonel Sanders says in the new campaign, “isse samjho mat, bas khao”. We are already seeing great offtake for the Double Down Burger, as chicken lovers across the country indulge in this cult product.”

    The TVC features a set of identical twins, staring at the double down burger in front of them in amazement. There’s a volley of questions as they try and decode the all-chicken, no-bun burger in front of them. “Bro, cheez kya hai ye?”  asks the first, to which his twin replies “Bro, ye kya hai cheez?”  

    One insists “upar chicken, neeche bhi chicken”, while the other is convinced that the Double Down Burger has “neeche chicken, upar bhi chicken”. They debate on whether “chicken hi bun hai” or “bun hi chicken hai”. To which, the iconic Colonel Sanders playfully tells them that “yehi toh fun hai”.

    Ogilvy India CCO, North Ritu Sharda said, “The campaign idea came from the name itself. Double Down. And that’s what we played with. The double irony of a set of twins, discovering the marvel of the Double Down Burger in a really fun, crazy, way. To quote a dialogue from the film “Upar chicken, neeche bhi chicken! Nahi re. Neeche chicken, upar bhi chicken!” Which one is it really?”.

    The limited edition KFC double down burger has two juicy chicken fillets with delicious sauces (spicy & creamy dynamite mayo and sriracha), and crunchy veggies in between.

    The campaign will run on TV and digital platforms, along with a robust 360-degree plan.

  • ITC Savlon presents an ode to the most caring hands

    ITC Savlon presents an ode to the most caring hands

    Mumbai: Renowned for its effectiveness in germ protection, ITC Savlon unveils the next-gen of handwashing with its ‘90% Natural Origin content’ portfolio. With vibrant new packs replete with new benefits, Savlon handwash continues to promise it’s trusted germ protection along with skin friendly benefits of soft, moisturised hands and a ‘No Nasties’ formulation devoid of parabens, silicones, triclosan and triclocarban. 

    Crafted with ‘90% Natural Origin Content’ and ingredients like orange essence, aloe vera and herbal essence, there are three variants designed for individual preferences-

    Savlon deep clean handwash’s specially designed quick lather- quick rinse formula. A first from Savlon, this variant protects from superbugs too. The wash-off feels squeaky clean with a refreshing citrus scent. 

    Savlon moisture shield handwash makes hands feel soft and moisturised, leaving a gentle floral fragrance

    Savlon herbal sensitive handwash’s pH balanced formula is clinically tested to be mild on skin to care for sensitive hands

    Post the pandemic, the changing needs of an evolving Indian consumer were observed through in-depth consumer interactions backed by digital trends identified by the in-house consumer insights sixth sense team. While germ protection remained core, the new-age Indian consumer now sought benefits beyond protection and had actively started seeking out solutions that were skin-friendly, had natural content and cared for their hands. Having been at the forefront of innovative design and disruptive thinking rooted in consumer centricity, it was time for ITC Savlon to redefine the norms once again.

    Savlon unveils the new handwash packs as a fitting tribute to hands that care. Conceptualised by Ogilvy, India, the film is a lyrical narrative that pays homage to hands that care and nurture, especially a mother’s hands, beautifully weaving in the importance of care and protection. It is an emotional and sensorial experience through visuals that resonate with every individual.

    ITC Ltd divisional chief executive, personal care products business Sameer Satpathy said, “We have often heard that change is the only constant and we believe that the emotions of love and care are the only constants that have not changed since time immemorial. Savlon unveils its refurbished new portfolio of Handwashes as a homage to hands that care and nurture.  It continues to leverage sharp consumer insights to address consumer needs and is at the forefront, driving purposeful innovation. In a refurbished look, the portfolio of Savlon handwashes highlights the design and skin friendly formulation with 90% natural origin content to enable protection and care for hands that nurture and care.”

    Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha added, “When there is a baby at home, the mother’s hands end up becoming super-hands for the baby’s care and nutrition. They are constantly in high-performance mode for every small and big task revolving around the baby. In this phase, we realized that our handwash with its high-performance credentials could play a vital tole in ‘caring for the hands that care so much.’ In bringing alive this vision, our team of Fritz and Jayesh, were so ably partnered by our talented director Afshan, who has captured the heart of this idea beautifully in the film.”

    The new refreshed packs are available nationally in retail stores, online and on ground near you.

  • See how every app is advertising for Cadbury 5 Star for free!

    See how every app is advertising for Cadbury 5 Star for free!

    Mumbai: Cadbury 5 Star has taken its famous tagline “Do Nothing” a notch higher. While other brands spend a fortune on deploying ads and in-app banners during the festive season, Cadbury 5 Star has reduced its budget to zero and declared that it can now “do nothing” to advertise.

    That’s because the brand has simplified its logo into a graphic of five stars. Now every time any app asks for a rating, the five blank stars on the app screen will resemble the new 5-star logo, which means every app will end up advertising for the product without even intending to. As a result, the brand is now visible across apps without the need to spend or do anything.

    Conceptualised by Ogilvy, the one-of-a-kind “#5StarsEverywhere” campaign cuts through the noise of regular, high-budget promotional activities by deftly playing on what the brand does best: innovate.

    Ratings have become an integral part of all D2C services, from food and grocery delivery to audio books and online shopping. Executing yet another brave idea, Cadbury 5 Star jumped at this opportunity and made itself synonymous with ratings across the board, essentially hijacking every app platform and smartly turning it around to be an ad for the chocolate.

    With their new logo now present all over the internet, the brand now plans to hijack other mediums for free advertising over the coming weeks, by leveraging this crazy approach.

    Speaking about this creative advertising, Mondelez India vice president of marketing Nitin Saini said, “With every subsequent Cadbury 5 Star campaign, we have strived to do something out of the box while shining a spotlight on the “Do Nothing” proposition. As a youth-centric brand, all our recent efforts were aimed to resonate with the current generation, from NothingCoin to our Valentine’s Day alibi campaign, “My Cousin’s Wedding.” Now with “#5StarsEverywhere,” the goal is to get consumers to engage with the brand in the most inventive way possible. By simply tweaking our logo, the brand has created waves by investing next to nothing in advertising and still gaining maximum eyeballs across almost every app. Steering away from the quintessential way of promoting, Cadbury 5 Star adds a fresh perspective by relaxing and leveraging the five-star review on the apps to spread the sweet message, “Do Nothing.””

    Talking about the unique concept, Ogilvy India chief creative officer Sukesh Nayak said, “Cadbury 5 Star believes in the philosophy of “Doing Nothing.” To solidify this idea in young minds, we conceptualised a smart hack with “#5StarEverywhere.” This is a disruptive app takeover idea that maximises partnerships by ensuring that 5 Star’s brand logo integration happens effortlessly across apps that have a rating mechanism. In the festive season, when brands bombard consumers with thousands of branded ads, we cleverly redesigned the 5 Star wrapper to mimic the “ratings” sections that are present across most apps and subliminally turned them into ads for 5 Star. So now anyone who sees an app rating page will think of Cadbury 5 Star. Yes, you will see a 5 Star literally everywhere. The list goes across platforms, service categories, languages, and countries. What adds to the fun, thanks to our ingenious idea, is that the brand will be literally everywhere and be part of fun conversations by doing nothing beyond the regular media budget.”

  • Ogilvy India (South) creates new campaign for BSA LB

    Ogilvy India (South) creates new campaign for BSA LB

    Mumbai: BSA LB has launched its latest range of girls’ cycles during the ongoing festive season. The campaign is designed and executed by Ogilvy India (South). The new ad campaign celebrates today’s ambitious young women who choose to define and ride their own paths.

    Speaking about the campaign, BSA senior brand manager Vimal Varijakshan said, “As a brand, our mission has always been to enable young girls to be the most fearless version of themselves. With our new range of vibrant contemporary cycles, we wanted to bring a new offering into the market that was as dynamic and energetic as the girls who ride them. With the launch of this campaign, we hope to empower the young girls of today and tomorrow and open a world of possibilities. This campaign is our ode to their drive and courage.”

    Throwing light on the creative journey, Ogilvy South group creative director and digital lead George Kovoor said, “Today, young girls are defining their own journeys—they choose their path on their own and pursue them without fear. This film gives a voice to those girls and their ambitions. I hope that this film inspires more and more girls to pursue their passions, to head out, explore, and discover their own roads.”

  • Cadbury Dairy Milk evokes kindness and generosity in its new campaign

    Cadbury Dairy Milk evokes kindness and generosity in its new campaign

    Mumbai: Cadbury Dairy Milk has rolled out an all-new campaign in collaboration with Ogilvy. It urges people to treat and embrace others’ happiness and achievements with a big heart. The launch will be supported by a 360-degree communication campaign with amplification across media touchpoints.

    The all-new TVC adds a new dimension to the generosity narrative and nudges people to be there for someone.

    With this development, the brand aims at melting the power distance across varied relationships—one relatable story at a time—and taking the “Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye” story to the next level.

    Staying true to its narrative, Cadbury Dairy Milk has successfully captured the essence of evoking kindness and generosity over the years.

    The heartening one-minute video opens with a politician and his bodyguards rushing to the diyas amid the crowd cheering for him. One of his closest aides is seen checking the time nervously on his duty. Observing this, and much to the viewers’ surprise, the politician asks for his daughter’s roll number. While the bodyguard is left perplexed, he proceeds to check the results on the phone. The politician, realising that she has cleared the entrance exam, offers a Cadbury Dairy Milk, which he specifically carried to celebrate the good news with his bodyguard, and asks him to take the day off and celebrate with his family.

    Commenting on the campaign, Mondelez India vice president of marketing Anil Viswanathan said, “Since 2018, generosity remains an innate part of Cadbury Dairy Milk’s storytelling that continues to connect consumers across all the geographies. Shining a spotlight on the inner ‘acchai’ and keeping purpose at the heart of our messaging, we have rolled out multiple campaigns that celebrate small acts of kindness.”

    Taking a step forward in the same direction, our latest effort reiterates the meaning of “Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye” by urging individuals to share others’ happiness with a big heart and make their “meetha” moments even more special. Built on the simple insight that entitlement can create distance in relationships, we believe that the campaign’s powerful, yet relatable narration will inspire people to look beyond their own realities and create shared moments of happiness,” he added.

    Ogilvy chief creative officer Sukesh Nayak shared, “When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind our latest campaign for Cadbury Dairy Milk. This thought beautifully builds on the brand’s ongoing generosity platform. The campaign will have many touch points that will inspire us to join in and celebrate not just ours but others’ happiness too.”

  • Cadbury Bournvita unveils a short film ‘The Boy Who Failed’ in its latest campaign ‘Tayyari Jeet Ki’

    Cadbury Bournvita unveils a short film ‘The Boy Who Failed’ in its latest campaign ‘Tayyari Jeet Ki’

    Mumbai: Mondelez India’s nutrition brand Cadbury Bournvita has rolled out a four-minute short film, “The Boy Who Failed,” introducing a perspective shift on failure under its campaign “Tayyari Jeet Ki.”

    The latest film emphasises the role of failure in today’s hyper-competitive world in making one stronger and more resilient than before. It brings alive the simple yet ironic life truth that failure is the biggest teacher on the path to success, and hence the need to perceive it accordingly. Thus, conveying the message of normalising failure and encouraging kids to learn from it and bounce back stronger for another step towards their “Tayyari Jeet Ki.”

    As an extension of this campaign, Cadbury Bournvita has partnered with the Indian athletes who almost made it to the winning podium, despite the loss, emerging as nothing less than champions. Amid a bunch of success stories and medal tallies, the brand will be welcoming and supporting athletes Anahat Singh, Hima Das, and Ashish Kumar Chaudhary, who’ve gained more than a medal—an unforgettable experience and tonnes of learning to win their next game. The brand will be leveraging OOH advertising to celebrate their fighting spirit in the most special way.

    The players will also use their social media handles to share their inspiring stories and game learning, emphasising the message of rising above failures. This will be backed by some inspiring content on dealing with failure on Cadbury Bournvita’s “Tayyari Jeet Ki” (tayyarijeetki.in) parenting website.

    Commenting on the campaign, Mondelez India vice president-marketing Anil Viswanathan said, “In today’s hyper-competitive world, even the smallest of failures can impact children physically, mentally, and emotionally. In such an environment, it becomes imperative for parents to help children realise their true potential and help them embrace failure gracefully while encouraging them to learn from it.”

    Although failure has always been portrayed in a negative light, this film allowed us to emphasise the importance of the right “Tayyari” and to shift perspective towards how people view failures and disappointments. To emphasise the message further, we have associated with Indian athletes who will help inspire children to deal with failure and emerge stronger for their future endeavours,” he added.

    Conceptualised by Ogilvy India executive creative director Akshay Seth and group creative director Chinmay Raut added, “As a brand, we wish to change the perspective on failure that we as a country have, in the most inspiring and authentic manner. In the wake of the recent sporting events, while the country applauded the winners, we wanted to reach out and inspire the Indian athletes who, despite their best, didn’t make it to the podium. Because failing is fine, not fighting back is not. And we’re sure our champions will do exactly that with the nation’s support.”

    Commenting on the campaign, Wavemaker India chief client office and office head-west Shekhar Banerjee said, “No one can personify our message better than athletes. All of us, as parents and kids, have something to learn from them: the spirit of never giving up. Even when they don’t win, they leave us hopeful. They teach us to fail gracefully and come back even harder. Big thanks to the athletes for supporting us in this cause.”

    This latest campaign is supported by a high-decibel 360-degree marketing campaign including disruptive outdoor activations, partnerships with leading social media platforms and influencer engagement. Additionally, the brand has launched a parenting website (www.tayyarijeetki.in) that will host inspiring stories about the players in addition to anchoring progressive and holistic conversations on parenting for kids during their formative years.

  • Ogilvy India elevates Ganapathy Balagopalan as deputy chief strategy officer

    Ogilvy India elevates Ganapathy Balagopalan as deputy chief strategy officer

    MUMBAI:  Ogilvy India has announced the elevation of Ganapathy Balagopalan as deputy chief strategy officer, Ogilvy India. In his new role as deputy CSO, Balagopalan will partner with some of Ogilvy India’s key clients. He will drive two key agendas at a national level.  He will be the national effectiveness leader and will help teams across markets on this front. He will also champion the digital strategy aspect of brands in Ogilvy India and partner account management and creative leaders to drive the digital excellence agenda.

    While he takes on a national role, Balagopalan will continue to be the planning head for Mumbai & Kolkata, something he has nurtured and built over the last five years, the agency said. He has been with Ogilvy for over 20 years and has been an integral part of nurturing and building the Ogilvy planning function.

    On the new appointment, Ogilvy India chief strategy officer Prem Narayan said: “Ask Ganapathy’ is a catch phrase in Ogilvy, if there is anything you need to know about Cadbury/Mondelez. Guns has been the account planning custodian for some of Ogilvy India’s dearest brands – Cadbury/Mondelez, Pidilite, Bajaj and ITC. There has been a Ganapathy touch to many great campaigns on these brands over the years.”

    Balagopalan is also credited with authoring the case that won India’s only IPA, for Cadbury Dairy Milk.  

     Ogilvy India group president VR Rajesh said: “There is no one better to partner Prem in the national role than Ganpathy. After building a robust planning structure for the Mumbai office and being responsible for some iconic work across our key clients, Guns will now drive the new-age transformation agenda for Ogilvy planning.”

    Ganapathy Balagopalan said about his new role: “At Ogilvy, we have insanely talented people with diverse skills, utterly devoted to creating world-class work that helps our clients succeed in a VUCA world. I look forward to partnering with all my colleagues to ensure Ogilvy continues to lead the way.”

  • Hirol Gandhi becomes Ogilvy India’s president and head of office for Mumbai & Kolkata

    Hirol Gandhi becomes Ogilvy India’s president and head of office for Mumbai & Kolkata

    Mumbai : Ogilvy India announced that effective 1 July 2022, Hirol Gandhi has taken over as president and head of office – Mumbai and Kolkata.

    A postgraduate from NMIMS, Gandhi has been an Ogilvy ambassador for 22 years. He has championed many success stories across clients and in varied leadership roles in Ogilvy, said the agency in a statement. Gandhi has championed work across brands like Vodafone Idea, Cadbury, Parle, Bajaj Pulsar, Brook Bond Red Label and SBI Life Insurance, among others.   

    In his 18 months stint as the managing partner of Ogilvy Mumbai, he steered the Mumbai office through the challenging Covid times and drove both employee care and business growth in equal measure, according to the agency.  

    Ogilvy India group president VR Rajesh said, “The next three years are the years of transformation for Ogilvy in India. Hirol is an extraordinary future focused leader who also has an astute sense of business. We need a champion like him to accelerate our journey into modernising our largest office.” 

    On his new role, Hirol Gandhi said. “After having successfully partnered brands in their growth and transformation journey, this is an equally exciting and challenging opportunity – chart the next chapter for Mumbai and Kolkata offices, and further accelerate the transformation agenda. I’m really looking forward to my next phase at Ogilvy.”

  • Cannes Lions Day 2: India secures 20 more shortlists for six categories

    Cannes Lions Day 2: India secures 20 more shortlists for six categories

    Mumbai: After the grand opening success of the Indian contingent on day one of the Cannes Lions Festival of Creativity 2022 with a seven-metal haul, which includes two Grand Prix, three Silvers, two Bronzes and 20 shortlists across five categories, the Indian contingent has clocked in 20 more shortlists on the second day.

    On Day-2 of Cannes Lions 2022, 20 more shortlists for six categories across Brand Experience & Activation (10), Creative Business Transformation (1), Creative Commerce (4), Mobile (4), Creative Effectiveness (1), and Creative Strategy were released.

    Brand Experience & Activation

    In the Brand Experience & Activation category, 10 shortlists were selected from 71 entries from India.

    Ogilvy India has two shortlists for ‘Shahrukh Khan – My Ad,’ while Dentsu Creative India has three for Vice Media’s “The Unfiltered History Tour.”

    VMLY&R’s commerce division received one shortlist for Unilever’s ‘Smart Fill’ campaign, while its advertising division received one finalist for Unipad’s ‘Adeli’ campaign.

    Three shortlists have been compiled by FCB India and FCB Chicago for the Times of India campaign ‘The Nominate Me Selfie’.

    Creative Business Transformation

    In this category, VMLY&R Commerce’s campaign ‘Smart fill’ for Unilever is the only Indian entry on the shortlist.

    From India, 8 entries were submitted in this category.

    Creative Commerce

    In the Creative Commerce category this year, India submitted 14 entries.

    Three shortlists have been announced for VMLY&R Commerce’s ‘Smart Fill’ campaign for Unilever.

    For the campaign ‘Shagun ka Lifafa’ created for Ujjivan Small Finance Bank, McCann Worldgroup India has received its first shortlist.

    Mobile Lions

    ‘The Unfiltered History Tour’ has secured three shortlists in Activation by Location, mobile-led creativity and social purpose subcategories under the mobile category. The campaign for Vice Media has already won a grand prix, one silver, and two bronze.

    Further, out of 19 entries in the Mobile Lions category from India, #NothingCoin for Cadbury 5 Star created by Ogilvy Mumbai has been shortlisted.

    Creative Effectiveness

    Out of 20 Indian entries, DDB Mudra Mumbai’s “Stayfree Project Free Period” was the only one to make the shortlist in the Creative Effectiveness category.

    Creative Strategy

    In the Creative Strategy category, which had 29 submissions, there was no participation from India.