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Tag: Ogilvy India

  • The One Show 2022: Dentsu Webchutney bags 18 pencils for its ‘The Unfiltered History Tour’ campaign.

    The One Show 2022: Dentsu Webchutney bags 18 pencils for its ‘The Unfiltered History Tour’ campaign.

    Mumbai: Dentsu Webchutney, the digital creative agency from dentsu creative group India has once again demonstrated creative excellence with its outstanding performance at ‘The One Show 2022’. The agency converted 21 shortlists into 18 pencils, three merits and a best of discipline across multiple categories for its one-of-a-kind campaign, ‘The Unfiltered History Tour’.

    Dentsu Webchutney was also named ‘The Most Awarded Agency across APAC’, with ‘The Unfiltered History Tour’ bringing home seven gold, nine silver and two bronze for India. In March this year, Dentsu Webchutney emerged as the most awarded Indian agency at the Spikes Asia Awards with four grand prix, five gold, four silver & six bronze. In addition to this, the agency’s ‘The Unfiltered History Tour’ campaign has also clinched nine shortlists at D&AD 2022.

    FCB India was the sole other recipient of silver pencil from the country at The One Show 2022. The agency’s ‘The Mirror – See Me As I Am’ for UNAIDS won it the honour. Ogilvy India took home two bronze pencils for Mondelez India’s ‘Shah Rukh Khan – My Ad’. Byju’s (Masterji), DDB Mudra Group (EatQual – McDonald’s) and VMLY&R Commerce (Hackwashing – Lifebuoy) one a bronze each.

    On dentsu Webchutney’s big win, dentsu international global chief creative officer Fred Levron said, “This piece shows what we want dentsu to be known for. Building brands through the power of modern creative. Combining cultural insights, technology and experience. There is a new creative ambition at dentsu and India is leading the way.”

    Dentsu Creative group India chief executive officer Amit Wadhwa added, “These wins demonstrate to me, our clients and our industry that we are doing something very right and, most importantly, we are surrounded by the right people. Kudos to the entire team!”

    dentsu Creative group India group chief creative officer Ajay Gahlaut commented, “Winning 18 One Show Pencils for a single piece of work is unprecedented and just goes to show the breakthrough quality of the work we do at dentsu. Congratulations to the army of people involved in conceiving and delivering this campaign, particularly during a worldwide pandemic.”

    “What makes me proud is that this campaign is making a real impact in the world. These pencils are a testament to how new-age creativity of activating digital content at a physical location is blurring boundaries – be it platforms or geographical,” said Dentsu Webchutney and dentsuMB CCO Arjuna Gaur.

  • Kunal Jeswani moves to Singapore as group CEO at Ogilvy Singapore & Malaysia

    Kunal Jeswani moves to Singapore as group CEO at Ogilvy Singapore & Malaysia

    Mumbai: After 17 years with Ogilvy India, Kunal Jeswani will be moving to Singapore as Ogilvy Singapore & Malaysia’s group chief executive, the agency said on Friday. It further announced that VR Rajesh will be elevated as Ogilvy India group president, effective 1 June. 

    Having led the India business for the last seven years, Jeswani will be with Ogilvy India for the next two months to manage the country leadership transition. 

    On his new role, Jeswani said, “Ogilvy India is easily one of the best agencies in the world and it has been an absolute privilege to spend the last 17 years in the company of giants who I love, respect and have grown with. As I move to a different market and a different Ogilvy experience – Ogilvy India is bigger, better and more vibrant than it has ever been. I am sure that under VR’s leadership, our client relationships will thrive, and our work will shine even brighter.”       

    As group president, VR Rajesh will lead the integrated Ogilvy India P&L across all its offices and will be responsible for the acceleration of all its core capabilities in India – advertising, brand and content, experience, health, PR & influence and Ogilvy Consulting.  

    VR Rajesh joined Ogilvy in 2004 and has grown from strength to strength in the organisation. A powerful growth driver, an influential client partner and a passionate creative partner, he has led Ogilvy Mumbai & Kolkata since 2018, growing the business consistently year after year, the agency said in a statement. 

    “Over the last seven years, Kunal has shaped a people-centric culture and laid foundations for Ogilvy’s digital transformation. It’s a privilege to take the baton from him and continue the journey,” commented VR Rajesh. “The next couple of years will see us accelerate new-age digital competencies and strengthen our content offering by being more regional and local. It’s going to be an exciting ride in creating a comprehensive Ogilvy offering for our clients. I am sure it won’t be difficult when one has a family of giants.”

    “I am delighted that after a stellar performance at Ogilvy India, Kunal is moving to head Ogilvy Singapore & Malaysia. This important responsibility will add international exposure to Kunal’s rich experience across the many aspects of the communications business. VR Rajesh, who takes on the baton from Kunal, is an Ogilvy stalwart and I am confident he will take Ogilvy India and our clients to greater heights. On behalf of the Ogilvy India Board, I welcome VR to this new responsibility,” stated Ogilvy chairman – global creative Piyush Pandey.

  • Mondelez India gives a ‘bubblegummy’ twist to Cadbury Dairy Milk Silk

    Mondelez India gives a ‘bubblegummy’ twist to Cadbury Dairy Milk Silk

    Mumbai:  Chocolate major Mondelez India has added another product under its premium chocolate segment, Cadbury Dairy Milk Silk Bubbly Bubblegum. As the name suggests, this new entrant from the house of Cadbury Dairy Milk Silk combines bubblegum flavoured pink chocolate with the outer layer of Silk in its patented ‘Bubbly’ shape. 

    The launch is supported by a 360-degree integrated marketing communication campaign titled #BubbledUpWithFun, which includes a TVC and digital film crafted by Ogilvy India that keeps the fun quotient alive.

    “The idea came from the product,” Ogilvy India senior executive creative director Neville Shah said, talking about the brand film. “The pink retro bubblegum world was something we instantly turned to. A love story from the 80s. Music from the 80s. The taste from the 80s. All of which is still so relevant. We even took the 80s to the Silk track. The fun, the pop, and the sweetness of a love story – perfectly created this world.”

    The brand also collaborated with gen-Z celebrity Sara Ali Khan and other social media influencers to create fun Instagram Reels to further bring alive the campaign proposition of #BubbledUpWithFun. This was coupled with impactful in-store visibility and outdoor activation.

    “As a brand constantly mapping evolving preferences, the introduction of the Silk Bubby Bubblegum reiterates our commitment towards creating unique eat experiences in sync with emerging needs,” stated Mondelez India vice president – marketing Anil Viswanathan. “This innovation takes the playfulness of the Cadbury Dairy Milk Silk Bubbly, a notch higher, helping us redefine the chocolate category and provide another indulgent and relishing avatar of the silky, smooth Cadbury Dairy Milk Silk.”

  • Prakash Nair promoted as president & head of office at Ogilvy Gurugram

    Prakash Nair promoted as president & head of office at Ogilvy Gurugram

    Mumbai: Ogilvy India has announced the promotion of Prakash Nair to the position of president and head of the office, Ogilvy Gurugram. Nair takes over from Shouvik Roy who decided to move on from the agency.

    Nair has been associated with Ogilvy for 19 years. Prior to his move to lead Ogilvy Gurugram, he was associate president at Ogilvy Mumbai, leading work across a large portfolio of clients including all of Mondelez, Tata Motors, and BP Castrol.  

    “One of the great things about Ogilvy is the wealth of talent in the company,” said Ogilvy India CEO Kunal Jeswani. “It’s been wonderful to have had Shouvik’s energy in Ogilvy over the last few years and we are deeply grateful to him for his time with us. As Shouvik moves on, Prakash Nair will take on the role of president and head of office, Ogilvy Gurugram. Prakash is a champion of great creative work and has been instrumental in driving some of our most modern, integrated and award-winning work over the past few years.”  

    “After having led some big brands, the opportunity to be part of Ogilvy Gurugram and drive the growth story for Ogilvy India presents a new challenge,” commented Prakash Nair. “Also, personally to me, Ogilvy Gurugram has been the benchmark for great craft. I’m extremely excited to start my new chapter at Ogilvy here.”

    “The past two years at Ogilvy were straight out of a thriller. I came in to lead the office just before the pandemic and it was a joy to see how everyone came together to support and grow during such uncertain times,” said Shouvik Roy. “Here, I had the opportunity to work with the finest minds in the industry. As I step away from the advertising industry – I can clearly see that this was the best job in the industry I could have had. And am happy that I made this journey – it was a truly remarkable one. I go away from here as an Ogilvy fan, pretty much as I came in.

  • HUL launches ‘The Bin Boy’ campaign to stress on waste segregation

    HUL launches ‘The Bin Boy’ campaign to stress on waste segregation

    Mumbai: When it comes to waste segregation, most people have accepted its importance but not their own responsibility. Now, Hindustan Unilever Ltd (HUL), via a light-hearted yet powerful film, brings that responsibility to our doorsteps, literally.

    The film titled ‘The Bin Boy’ is made by Ogilvy Mumbai for HUL’s CSR initiative. It revolves around a unique protest by a young boy that garners a lot of attention. The premise and build-up of the narrative are disruptive enough to drive home the seriousness of the message. The video underscores the importance of segregating wet, dry and hazardous waste separately, every day.

    “We needed to find a striking solution to make an unmissable point about the importance of waste segregation,” say Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha on the thought behind the creative. “While enough people have heard about the need to segregate, it is still a distant, global issue to most. To inspire action, we had to make the issue personal, and do so in an exciting, entertaining way. That’s where we believe this visual disruption of a boy in a bin will capture people’s mind-space. We are also very happy with the way our film director, Buddy, has brought alive the story in such a fun, engaging way leading up to what the boy has to say; which people realise is no laughing matter after all.”

    “The need for urgent action on the issue of waste segregation has never been greater,” says HUL chairman and managing director Sanjiv Mehta. “At HUL, we recognise our role in this context and have been working with leading agencies in the space and the Government to drive what is a simple, positive action that each of us could do. We work towards empowering communities to reach the goal of swachhata and a zero-waste circular economy. Children are the strongest advocates of change in society and are also the strongest drivers. We believe that our latest campaign with a child protagonist will inspire and unite citizens to create a waste-free, greener tomorrow.’’

  • Prime Video spotlights the importance of immersive entertainment in new campaign

    Prime Video spotlights the importance of immersive entertainment in new campaign

    Mumbai: Amazon Prime Video on Thursday unveiled its new brand campaign called ‘See Where It Takes You’ in India. The campaign showcases the role of Prime Video in customers’ lives and highlights how immersive entertainment inspires us all to pursue our life’s ambitions and goals. 

    In the five-year journey of Amazon Prime Video in India, it has become evident that great content not only entertains but also nurtures the potential to spark action to bring about a positive change in people’s lives. With the central thought of ‘See Where It Takes You,’ the new campaign highlights the endless possibilities that start with entertainment and attempts to foster a two-way conversation between storytellers and fans, communities and creators.

    Conceptualised by Amazon Prime Video and Ogilvy India, the 360-degree campaign will run across TV, print, digital and social channels. The films have been directed by Shashanka Chaturvedi, and produced by Good Morning Films.

    Showcasing two of Prime Video India’s most iconic shows “The Family Man” and “Four More Shots Please!”, the campaign features two films – the first of which was launched this week. The film takes a relatable setting in the life of a young couple and depicts how the popular Amazon Original show “The Family Man” not only delivers an immersive entertainment experience, but also inspires them to rekindle their romance. The narrative also weaves in the X-Ray feature that amplifies the engaging experience Prime Video offers.

    “Over the past five years, our customers have increasingly looked to us as a trusted friend – one they could rely on to entertain them withsome of the best shows and movies across genres and languages,” said Amazon Prime Video India director –SVOD business Sushant Sreeram.  

    “With users streaming on Prime Video from 99 per cent of India’s pin codes, we take this responsibility seriously, as a service that not only entertains but also inspires. We have constantly worked towards bringing communities and creators together in a manner that ignites fandom and fosters meaningful communication,” added Sreeram.

  • Our OTT business is poised for strong growth with this rebranding: Tata Play CCO Anurag Kumar

    Our OTT business is poised for strong growth with this rebranding: Tata Play CCO Anurag Kumar

    Mumbai: The advent and popularity of OTT platforms forced almost all major traditional content distributions platforms to reinvent themselves in the last couple of years. But category leader Tata Sky’s decision to go for a complete identity overhaul, rebranding itself as Tata Play, was a big move signalling a formal start to the overall industry transformation.

    After a 15 year successful run, Tata Sky recently announced a new name and identity ‘Tata Play’ to reflect the company’s expanded business interests beyond direct-to-home services. These include its 100 per cent fiber network that has been renamed as Tata Play Fiber, and the aggregator app Tata Play Binge, which offers content from 12 leading OTT platforms. Tata Play has also onboarded Netflix on the Binge service.

    “Tata Sky leveraged its market leadership in its core business to create an ecosystem of content delivery by foraying into OTT and broadband. We believe it is time for a brand identity that resonates beyond our DTH business. The name Tata Play signifies our expanded range of products and services. The new identity is an outcome of our desire to be future-ready,” Tata Play MD and CEO Harit Nagpal said at the time of the announcement.

    Commenting further on the need as well as the timing of the rebranding, Tata Play’s chief communication officer Anurag Kumar added, “Over the last four-five years, we have seen our customers’ content consumption patterns evolving in a manner where they are consuming a lot more OTT content, in addition to watching TV. We wanted to make use of this opportunity to inform people that we offer a wide variety of quality content from across platforms, whether OTT or linear TV. This rebranding was to position ourselves as a holistic content distribution platform in their minds.”

    The rebranding of Tata Sky to Tata Play was conceptualised by the London-based global branding agency venturethree. Talking about the brief given to them Kumar noted, “We wanted the new identity to be more youthful, fun, and distinctive while retaining the trust and quality credentials built by the company over the years. The fresh purple-pink colour scheme not only stands out in the category but also resonates with the new ethos.”

    The word ‘Play’ was chosen to replace ‘Sky’ in the name because it is easily understood by everyone across the country and also conveys the category to an extent.

    The Advertising Blitz

    The rebranding was unveiled alongside the introduction of new offerings and benefits for customers. And to communicate all of this Tata Play collaborated with Ogilvy India to launch a cross-media campaign with Kareena Kapoor Khan and Saif Ali Khan as the face for the national markets, and R Madhavan and Priyamani for the south.  

    Ogilvy was tasked with conveying the new identity, features and benefits in a way that entertains the audience. This was achieved through crisp ad films that portray the celebrities as ordinary people bringing out the message through relatable, light-hearted situations.

    “If we are a platform that allows people to connect with entertainment, our ads/communication should also be entertaining,” emphasised Kumar.

    Within three days of its launch on 26 January, the high-decibel, TV-heavy campaign has made Tata Group the third biggest advertiser of the past week, second only to FMCG giants HUL and RB. The group registered a direct entry in the top ten advertisers list at No. three with ad volumes of 1188.69, according to Barc data for week 4 (22 January 2022 to 28th January 2022). Tata Play was the most advertised brand with ad volumes of 672.02.

    The campaign will run on TV for roughly eight weeks until March-end. It will be accompanied by the digital leg comprising social media (particularly Instagram), YouTube, digital advertising, and influencer activity. In the second phase, the campaign will include more print and outdoor.

    What’s New

    Kumar informs that in addition to onboarding Netflix as an add-on, Tata Play has combined its linear TV and the Tata Play Binge products into a single offering that can be managed as one subscription. The company’s OTT app Tata Play Binge, today, has 12 partner apps, all accessible through its single user interface.

    Additionally, Tata Play has waived off the service charge of Rs. 175 for all technician visits. It is also leveraging the campaign to communicate its existing benefit of ‘no reconnection charges’ for customers who want to reactivate their Tata Play subscription.

    Future-Ready

    Tata Play ‘Binge’ was introduced on Fire TV Stick in 2019. It was extended in 2021 with the launch of the OTT aggregator app, ‘Binge Mobile App’. Commenting on the progress, Kumar shared, “We have more than half a million customers on Tata Play Binge which is a fairly good number. The business is poised for strong growth with this rebranding.”

    Currently available only to Tata Play subscribers, the company is considering opening it up for a larger universe of audiences.

    Tata Play Fiber, on the other hand, is a relatively niche service available only in select cities and localities. “Our fiber business is targeted at customers at the top-end of the market who want very-high quality internet with great speed and minimal downtime. It was intended as a profitable business with selective play. We don’t aim to go ‘mass’ with it,” explained Kumar.

  • Cadbury Dairy Milk’s new campaign shows how to turn mundane moments sweeter

    Cadbury Dairy Milk’s new campaign shows how to turn mundane moments sweeter

    Mumbai: With people spending a lot more time indoors, Chocolate brand Cadbury Dairy Milk has rolled out an all- new campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ that  highlights everyday slice-of-life occasions where consumers open their refrigerators for smaller moments of indulgence.

    The campaign created by Ogilvy India features a series of six relatable nuggets that nudge Indian consumers to stock up their favourite chocolate to make their everyday moments sweeter.

    The ad films capture moments and familiar situations that India has only gotten more privy to in the last two years with the pandemic creating newer snacking occasions. From indulging in the middle of work, midnight cravings to getting over the heat of spicy food or bribing our loved ones with a bar of Cadbury, these shorties seek to strike a chord with every consumer.

    Chilli – https://www.youtube.com/watch?v=QvirZgM7uNI

    Dabba – https://www.youtube.com/watch?v=GylgA1aR6Vo

    Secret – https://www.youtube.com/watch?v=P9OEKiLDM80

    Sorry – https://www.youtube.com/watch?v=wE7H0Cre16I

    Speakerphone – https://www.youtube.com/watch?v=uAiapBnFsKs

    Torch – https://www.youtube.com/watch?v=YARSrZT6Bdo

    “It is a campaign that picks up from how our lives have evolved. Today, we have found the time to discover the moments of joy at home that we didn’t earlier. The in-home consumption focused campaign lands this point beautifully, if there is a Cadbury in the fridge it has the sweetness to make every moment of our lives even sweeter,” said Ogilvy India chief creative officer Sukesh Nayak.

    Commenting on the launch of the campaign, Mondelez India vice-president – marketing Anil Viswanathan stated, “Our latest campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ spotlights occasions where a bar of Cadbury Dairy Milk can turn otherwise mundane moments to sweeter ones and how these happen every day and in every home. As a snacking leader, we want consumers to stock up Cadbury Dairy Milk in their refrigerators and create category growth opportunities beyond instant consumption. We believe that brands that engage with consumers while they nest at home will have a deeper connection and help build lasting relationships.”

    The media agency behind the campaign, Wavemaker India chief client office and head – West Shekhar Banerjee commented, “We are very excited about this initiative as it unlocks a huge growth opportunity for the category. One of the toughest tasks for marketing is to create new habits and we’ll be putting to test our behavior change framework based on four pillars of Containment, Continuity, Conversion & Content. This is just the start of our journey.” 

    Determined to influence a forever spot for itself in every Indian household, this ‘Fridge Mein Meetha, Toh Ghar Meetha’ ad is set to build a deeper cultural connection through a multi-year high decibel disruptive marketing campaign. Forging a relationship across all generations, the brand has planned various touch points- advertisements, pack interventions, interactive online and offline retail strategies, digital etc.

  • Tata Sky launches localised campaign for West Bengal

    Tata Sky launches localised campaign for West Bengal

    Mumbai: Tata Sky has launched a new campaign – ‘Ki Darun’ in the West Bengal market to promote its Rs 225 pack.

    The pack comprises both Bengali and Hindi channels including drama, films, music, kids, news, sports and edutainment channels along with the benefit of on-the-go viewing available through the Tata Sky mobile app.

    To bring out the campaign messaging, Ogilvy India’s concept plays on the typical cultural distinctions of West Bengal like music and alpona. The marketing campaign also plans to seep into different channels of sales through a strong network of BTL and ATL initiatives targeted at engaging potential customers to convey the benefits of a Tata Sky connection. The specialised communication plan spread across print, TV and OOH is designed to resonate with the local audiences across locations.

    “For our regional campaigns, we’ve always played with local flavour that adds a distinct touch to the narrative,” said Tata Sky chief communications officer Anurag Kumar. “To connect with the viewers in West Bengal, we picked up the catchphrase- ‘Ki Darun’ to talk about our carefully curated offering that has all popular genres of content. Regional audiences love to watch TV and we feel Tata Sky’s ‘Sonar Bangla’ pack will make entertainment even more affordable for the consumers.”

  • Center fresh, Dharma 2.0 come together for Bollywood-style partnership

    Center fresh, Dharma 2.0 come together for Bollywood-style partnership

    Mumbai: Center fresh, the gum and mint brand from Perfetti Van Melle has announced its marquee collaboration with Bollywood filmmaker Karan Johar’s Dharma 2.0 for a series of two digital films. The campaign collaboration has been facilitated by Wavemaker India, with support on the creative front from Ogilvy India.

    As part of this collaboration, Center fresh and Dharma 2.0 will release two digital films that will explore the possibilities and nuances of fresh breath confidence but with the Dharma twist. The brand’s proposition of fresh breath confidence will be at the core of the digital films, while the storytelling will have a distinctive Bollywood treatment that’s contemporary, fresh and relatable, the brand said.

    This collaboration was announced on social channels by Karan Johar with an engaging video, shot in his inimitable style conveying the seamless brand partnership.

    The creative ideation of this premise is credited to Punit Malhotra & his team from Dharma 2.0. “Dharma 2.0 intends to bring the same level of aesthetic quality and signature professionalism of the movie production business, and holds a competitive edge over other established players in its space just like Center fresh stands out loud in the confectionery sector. This 25+ years old brand is a flawless match for Dharma 2.0,” said Punit Malhotra.

    The first digital film titled “Parda” in the series stars Anjali Sivaraman with popular actor & dancer Shantanu Maheshwari in leading roles. In times when the faces of people are not fully visible due to mask-wearing protocols – how do you test the waters of attraction and initiate a conversation with someone you think you like. This relatable premise forms the crux of the film.

    The storyline of this digital film revolves around the morning office-going ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift.

    Commenting on the partnership, Perfetti Van Melle India – director marketing Rohit Kapoor said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them.  Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the ‘freshness’ the brand offers.”

    The Center fresh X Dharma 2.0 collaboration will also be amplified through social media promotions and by Karan Johar himself. The second film under this collaboration is expected to be out early next year.

    Speaking about the film, Johar said, “Both Dharma and the brand Center fresh are known for their youth-focused appeal and initiatives and this collaboration further solidifies these very sensibilities. My goal has been to add the extra oomph of the unexpected, to this modern-day rendition of the plot.”

    “Center fresh with its fresh approach to creative communication has always associated with youth through its innovative campaigns. With this campaign, we have successfully established the connection of two young brands who share the same DNA and are poised to offer fresh content to the youth,” Wavemaker India chief content officer Karthik Nagarajan said.