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Tag: Ogilvy & Mather

  • Fevicol spreads togetherness with its elephant mascots

    Fevicol spreads togetherness with its elephant mascots

    MUMBAI: They have endorsed the message of togetherness for last many years. Now, Fevicol, the largest selling brand of adhesives in India, has rolled out its third edition of the animated TV campaign series to connect with its audiences during festive season.

    For the third edition of the TVC developed by Ogilvy & Mather, the communication has taken a step further to reinforce the ‘strong bond of togetherness’. What is working for the brand is the clever use of Fevicol mascots – the elephants. O&M has clubbed the interesting concept with animation advertising that has brought its elephants to life, thus growing its connect with the audience. The animated elephants have kept the wit and humour quotient intact as always in a Fevicol fashion way.

    Pidilite Industries Chief Marketing Officer Anil Jayaraj, said, “We are happy to present the third TVC in our ‘Judh Jayein Tyohaar Pe’ festive series. We have received positive feedback for our earlier commercials on Rakhi and Navratri and hope Diwali TVC also draws similar response. Picking out simple events of life, marrying these with the brand’s message and incorporating it in such a manner that the audience can find connect with the brand’s message has been the philosophy of all our campaigns and so has been for our festive campaign. We are happy to subtly remind our audiences that Fevicol would “stick” around and bond with them on all festive and joyous occasions.”

    The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets, they are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

    Commenting on the concept, Ogilvy & Mather executive chairperson and creative director South Asia Piyush Pandey, said, “Fevicol has never shied from experimentation or risked averse. We wanted to give animated life to our elephants and are happy to already see them growing fondness and capturing places in the minds of the audiences.”

    The ad will be aired across key Hindi speaking markets from 2 November to 4 November including sports during India-Australia ODI on 2 November, 2013. The communication will be extended through various digital promotion plan and BTL activities such as high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs among other elements.

    The commercial opens with one of the Fevicol elephants developing cold feet at his attempt to burst tenderfoot sutli crackers. Meanwhile, he is realises that the other elephant, his fellow companion, has slyly already lit the much impactful rassi bomb right at his back. Bang! With the thudding noise of the crackers, the elephants go back to forming the Fevicol logo (trademarked for Fevicol – The Ultimate Adhesive) wishing everyone a happy, playful and a safe Diwali.

  • Al Jazeera begins its inroad into India

    Al Jazeera begins its inroad into India

    MUMBAI: Lately if you’ve come across one too many hoardings saying: “We put human beings at the centre of our stories”, it’s only because Al Jazeera, the Doha-based English news channel, has kicked-off its first campaign to make its presence felt across the country.

     

    Al Jazeera forayed into the Indian market way back in 2006, but had to wait four long years before being granted a downlink license for airing. Thereafter, the channel slowly went about expanding its reach into more and more Indian households to get a toehold alongside existing competitors i.e. BBC and CNN. Three years down the line however, the channel felt the time was ripe, especially with the festive season already here, to announce its presence nation-wide, especially in major metros like Delhi, Mumbai, Kolkata, Chennai and Bangalore as well other towns.

     

    Kick-started beginning October, Al Jazeera’s first campaign is here to stay till end November, after which an assessment will be done to evaluate viewership changes that may have taken place since the onset of the campaign. Approximately Rs 2- 2.5 crores have been spent on the nationwide campaign. Three creative ideas are trying to spread Al Jazeera’s message by displaying three issues- profits, earthquakes and global warming.

     

    The focus of the campaign, whose creative has been designed by Ogilvy & Mather, is OOH (hoardings and buses), print and radio, with the talking point being how the channel always gives a human picture to issues. “People are the centre of the story is what Al Jazeera stands for and what we are trying to highlight through the campaign,” says Al Jazeera India bureau chief Anmol Saxena.

     

    “The first phase was to let the people sample the channel and now, it is time to create awareness regarding Al Jazeera through this campaign,” says Saxena.
    Anmol Saxena says that Al Jazeera puts people at the front of issues

     

    Meanwhile, the second phase of the awareness campaign will begin in January 2014. Recently, the channel also launched a dedicated page for India, which according to Saxena will stay for a while. “There are always spotlight countries and currently the spotlight is on India,” he says.

     

    “The campaign will definitely help lift the profile of Al-Jazeera and result in generating pull amongst Indian TV viewers,” says a media observer. “It’s a high decible one definitely and good money is being spent on it. But the Al-Jazeera team will have to simultaneously ramp up local coverage as well as distribution for the full benefits to accrue. Distribution in India is not that easy.”

     

    Another media expert states that there is a perception failure about the channel amongst Indians. “They think it is an Arabic perspective on world developments and that it is not as democratic as CNN or BBC. It is a long and winding road to correct this perception.”

     

    Currently, the Delhi bureau is the only office which covers the whole of India, with seven employees that would increase to about 10 in the next few months. The channel has had Sohail Rehman and Divya Gopalan as dedicated India correspondents since a few years and many freelancers who contribute to the channel and the website.

     

    As of now, Al Jazeera is an FTA channel available on both DTH and cable TV (digital plus analog) while plans are afoot to acquire on the digital and DTH fronts. Presently, the channel is available on Tata Sky, Dish TV, InCable, Hathway and DEN.

  • O&M and The Hindu tell politicians to behave

    O&M and The Hindu tell politicians to behave

    MUMBAI: With the elections just around the corner, The Hindu has launched an extension of its successful Behave campaign.

    The camping has been conceptualised by Ogilvy & Mather and focuses on some of the concerns like Corruption, dereliction of duty, bad behaviour and inadequate infrastructure of the young voters.

    The campaign boldly poses these questions to the leaders of the country and urges them to behave, for the youth are watching.

    Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “With a huge youth population and our ambition to be a shining nation in the world, there is a great need for us older people in positions of responsibility to set a better example for the young.  I have closely followed cartoonists who have a very effective way of using satire to shame people.  I know that campaigns cannot change behaviour overnight, but I would be very happy if some people are not able to sleep well for a few nights at least.”

    This is the next phase of The Hindu’s Behave campaign, which earlier drew attention to politicians’ bad behaviour. This time, it goes a step further, by not just admonishing bad behaviour but reminding politicians that the power to re-elect them undoubtedly lies in the hands of the youth.

    It uses dark humour to hold up a mirror to a political leader’s bad behaviour, the print and outdoor campaign uses stark facts to bring the issues that the youth face to the forefront. Eventually, it aims to become a crowd-sourced campaign, by asking people to send in their own questions via social media which will be featured as ads in the paper. Going forward, it hopes to address some of these issues so the youth can make an informed decision when they eventually vote.

    The Hindu editor Siddarth Varadharajan said about the campaign: “The Hindu’s ‘Behave Yourself, India” campaign cherishes the spirit of parliamentary debate, which is the true test of a functional democracy. Every Indian has a right to be heard – but that right is only as effective as our ability to listen, engage and disagree courteously with each other. Sadly, the space for tolerance and free speech is narrowing in our republic. This is no surprise because many of our elected representatives – who hold a candle to the rest of society – have failed to debate policy and politics with their peers in Parliament in a civilised manner.”

    He added, “Our campaign shines a light on the errant and discourteous politician, wedded to privilege and power, whose fate now lies in the hands of voters, many of whom are young and who will be exercising their franchise for the first time. The idea has been brought alive through print and a television commercial, beautifully executed by Prasoon Pandey of Corcoise Films.”

    The campaign will be on TV, cinema, print, outdoor across the country and on social media as well.

  • Ogilvy PR Asia Pacific appoints three senior leaders

    Ogilvy PR Asia Pacific appoints three senior leaders

    MUMBAI: Ogilvy Public Relations (Ogilvy PR) has announced three appointments to its Asia Pacific management team, following the announcement that Scott Kronick has been appointed as president and CEO of Ogilvy PR, Asia Pacific w.e.f January 2014.

     

     Debby Cheung, currently group managing director of Ogilvy PR, China and president of Ogilvy & Mather (O&M) Group, Shanghai, has been named president of Ogilvy PR, China/Hong Kong. Current regional director of Ogilvy PR, Southeast Asia, Andrew Thomas, has been promoted to president of Ogilvy PR, Southeast Asia with additional responsibility for Ogilvy PR’s leadership in India. Similarly, current CEO of Ogilvy PR, Australia, Kieran Moore, will take on a broader role as regional director of talent to lead the firm’s regional talent initiatives, including creating processes to attract, engage, reward and retain the talent that will define the future of the public relations industry.

     

    Ogilvy PR, Asia Pacific president and CEO Scott Kronick said, “I’ve had the honor of working closely with these three colleagues under Steve Dahllof, the current President and CEO of Ogilvy PR, Asia Pacific.  The four of us will join together to form a stronger and even more focused regional management operation for Ogilvy PR with the goal of ensuring clients receive first-hand senior management attention and counsel.”

     

     With more than 30 years in the Asia Pacific region, Ogilvy PR is the largest and most awarded network regionally.

     

    “A region that covers 28 markets with more than 1,200 staff needs the breadth and depth of a strong leadership team, and that is what we have planned for Ogilvy PR in Asia,” said Ogilvy & Mather, Asia Pacific chairman Paul Heath. “This structure is aligned with how we are organizing ourselves throughout the region to focus our senior leadership attention on our people and clients in each of these markets.  Debby, Andrew and Kieran are first-class and they round out a very strong PR team for us in Asia.”

     

    On her new role, Cheung commented, “I’m a firm believer in creative thinking and original content, and this is particularly challenging in public relations because it requires constant reaction to global information flow. My focus moving forward will be to ensure our clients are getting the very best our industry has to offer in both China and Hong Kong, as a model for us in Asia and throughout the world.”

     

    Thomas joined Ogilvy PR in Singapore in 2005 and has been responsible for growing the firm into a market leader.  “Southeast Asia is exploding and this is providing growth opportunities throughout the region. My role will be to connect the dots in different ways for our people and our clients,” said Thomas.  “India is an exciting market and it’s a great honor to be given the responsibility for growing our presence there.”

     

    With more than 27 years’ experience in public relations covering strategy development and implementation, reputation and crisis management, and corporate positioning in Australia and the U.K., Moore will continue her current role, and will also serve as the firm’s Regional Director of Talent, responsible for creating and driving talent strategy for the agency, including talent attraction, people engagement and retention.

     

     “Talent strategy is an area that I am passionate about. People are the cornerstone of our business and I am thrilled to be asked to support our talent growth and reputation in Asia,” she said.

     

    The appointments will take effect 1 January 2014.

  • O&M colours the town blue with Center Fruit

    O&M colours the town blue with Center Fruit

    MUMBAI: Perfetti Van Melle India (PVMI) has launched a new interesting product ‘Colour Your Tongue’ under its flagship chewing gum brand Center Fruit.

     

    The product’s unique proposition is that it turns the tongue blue when chewed, aptly portrayed in the new television commercial. The campaign has been created by Ogilvy & Mather is currently on air across Kids channels and select GECs.

     

    Commenting on the launch, Perfetti Van Melle India category head – gums Mandar Keskar said, “We, at Perfetti, believe in doing something distinctive with every new launch. Center Fruit ‘Colour Your Tongue’ is meant for all those with a taste for some fun! It is not only a completely new flavour offering but also provides an exciting experience of turning the tongue blue when chewed. A sure shot delight, especially for our younger consumers.”

     

    In the latest commercial for Colour Your Tongue, product positioning has been incorporated in a smart and witty manner and has added a new colour to it.
     “Colour Your Tongue is a very interesting product. We wanted to demonstrate the fact that it turns your tongue blue in an equally interesting way” says Ogilvy & Mather, Mumbai group creative director Anurag Agnithotri.

    Launched in 2006, Center Fruit is country’s first fruit-flavored, liquid-filled gum and comes in a variety of flavors.

  • O&M takes Incredible India concept forward

    O&M takes Incredible India concept forward

    MUMBAI: The Incredible India campaign – Find what you seek – conceptulaised by Ogilvy & Mather takes the meaning of previous campaigns a step further.

    “Look at our geographic terrain, culture, history or art; we are a very diverse country. And we want to convey the same message through this campaign. Whatever one is looking for in India, he/she will find it here,” explains O&M executive creative director Ajay Gahlaut about the idea behind the new campaign.

    The Ministry of Tourism had briefed O&M to dig a little deeper into what makes India truly incredible. The team started researching by talking to travelers from around the world.

    “Our previous campaigns described the word Incredible but through the new campaign, we will give more meaning to it. We always aim to evoke curiosity about the country,” says Gahlaut when asked how different the new campaign is from the previous ones. The earlier Incredible India campaigns have also showed prospective tourists different parts of the country – be it the deserts of the west, the hills and mountains of the north, the beautiful coastal beaches or jungles and the backwaters in the south.

    The campaign isn‘t city specific but travel specific and showcases everything from Leh and Ladakh to Kerala. The campaign (a total of nearly thirty pieces includes press and outdoor advertising) covers a range of experiences in India through the eyes of the tourist.

    For instance to describe Kolkatta, there is the image is of a rain-soaked window through which you can see the trademark yellow cabs in the distance. The captions go: ‘Watch artists paint what nature paints‘.

    Similarly, the one on the Rann of Kutch says: ‘Go into a salt marsh. Get out of your comfort zone‘. An image of snow covered Chang La in Ladakh says: ‘Discover new heights, discover a new high‘. An image of the floating oil lamps on the ghats of Varanasi is accompanied by the caption ‘See candles float, see hope float‘. A picture of two rhynos from the Kaziranga National Park, Assam, comes with the advice ‘Avoid loud horns, Admire sharp horns‘. Another one, depicting the festival of Holi says: ‘Throw colours on others. Add colour to your life‘.

    Other pictures include a variety of images from camel rides in Rajasthan to wildlife reserves of Madhya Pradesh, from the tea plantations of Munnar to the Taj Mahal in Agra, from the backwaters of Kerala to the beaches of Andaman, from Kathakali dancers to Tibetan monks.

    India‘s diversity is well represented in the series.

  • Ogilvy ‘Made For’ Vodafone network campaign

    Ogilvy ‘Made For’ Vodafone network campaign

    MUMBAI: Ogilvy & Mather Mumbai office has created a new campaign for the telecom giant Vodafone.

    The campaign focuses on the network as it is the single biggest driver of brand choice and the reason for customers exiting from a brand. Hence, communicating ‘network credentials‘ in an evocative and engaging manner, has been a constant endeavor of all telecom brands.

    The agency has created a 360 degree campaign that reinforces the network‘s superiority among the users of the Vodafone network and among other operators and gets them to switch to Vodafone through charming slice of life stories.

    Keeping this insight in mind that the true test of a good network is its wide reach – availability of a signal at unlikely places, the agency zeroed in on the ‘Made For‘ proposition. The Vodafone network delivers on multiple things that one does in their day to day life.

    In the initial phase of market development, Vodafone had decided to focus its communication activities around Vodafone‘s excellent network and connectivity. Hence the agency came up with the tag line, “Wherever you go, our network follows” for the campaign, wherein the pug represented Vodafone‘s network. The campaign made the brand synonymous to an omnipresent network and gave it the stature of a constant companion.

    The next round of Network communication happened last year and the focus of the communication was shifted to ‘quality through connectivity and voice clarity‘ establishing the superiority of the Vodafone network.

    The current campaign will be an extensive 360 degree campaign that will be led by television. The ‘Made For‘ proposition will also be extended contextually in print, outdoor, digital, radio and on-ground.

  • Aegis Media’s Vizeum India appoints Subhas Warrier VP – South India

    Aegis Media’s Vizeum India appoints Subhas Warrier VP – South India

    MUMBAI: Vizeum India has appointed Subhas Warrier as vice president south India.

    Subhas will play an important role in the agency‘s growth strategy in south India. He will be based in Chennai and will report to Vizeum managing director Indian subcontinent S Yesudas.

    On the appointment, S Yesudas said, “Vizeum has consolidated Chennai well and is at an interesting juncture in its journey as we look at spreading our wings in more markets in the region. We just announced our Kochi launch. Subhas brings on board all that‘s needed for our South India strategy. I‘m delighted to welcome him into the Vizeum family and wish him all the very best as I look forward to working with him.”

    Commenting on the new role Subhas Warrier said, “What attracted me to Vizeum is the inspiring leadership, the determination with which the company has been built from scratch as well as the faith of clients. What I see of Vizeum from the inside simply amazes me. I would passionately take it to as many clients as possible as I feel every advertiser needs to be exposed to the Vizeum way of thinking. I look forward to partnering Yesu (S Yesudas) and the leadership team in taking Vizeum to the next level.”

    Subhas held various positions during his 20 plus years media career in agencies like JWT, Ogilvy & Mather, MindShare, Eye-2-Eye Media & Dentsu. He was last leading the south India team at Initiative, based in Bangalore.

  • Comparative advertising gets thumbs up from advertisers

    Comparative advertising gets thumbs up from advertisers

    MUMBAI: A brand trying to downplay its competition is nothing new. For years now, one has witnessed a brand praising itself and claiming to be better than its rival. What has changed over the years is the method; from ambush to disguise to in-your-face comparative advertising, brands have tried it all to catch customers‘ eye.

    And in doing so, many a times, advertisers and brands have either gone overboard or crossed the line of ‘ethics‘ to get in trouble with customers, associations or rivals. The latest to enter the troubled waters was one of the leading toothpaste brand.

    In the TVC, launched earlier this month, HUL‘s Pepsodent takes on Colgate-Palmolive toothpaste, Colgate. The advertisement shows Pepsodent Germicheck claiming to be 130 per cent superior in terms of germ attack power over market leader claim of having strong teeth even after four hours after brushing.

    The ad which got more than four lakh views within a week on Youtube, took the world and especially the social media by a storm. It took a new turn when after a lull, Colgate-Palmolive (India) decided to drag Pepsodent to the Delhi high court.

    Are we not mature enough to take comparative advertising? Can one call it a below the belt marketing? According to Leo Burnett national creative director KV Sridhar, “There is nothing wrong in comparative advertising until and unless the ad is stating facts to the consumers. A consumer needs to know what is good for them be it any product.”

    He goes on to say that a TVC should be engaging for consumers as well as state specifics. When asked about Colgate dragging Pepsodent in court, Sridhar says, “Fight here is about superiority of brands. But one shouldn‘t forget about the interest of consumers as well.”

    Similarly, Ogilvy& Mather‘s NCD Abhijit Avasthi too feels that if an ad is factual and beneficial to consumers then there is no harm in naming the competitor. However, he adds, “Even if we are open to such form of advertising, it is important for a brand to also be open to it. Otherwise, such fights will only become a matter of laugh among others.”

    Advertising filmmaker Prahlad Kakkar sings in the same tune and believes that there is no harm in airing such ads if a brand has enough proof that their ingredients are better than the one they are claiming to be. “Customers have a right to know that which brand is better for them, because they are the ones who are investing their money.”

    The advertising world is okay with comparisons so maybe it is high time for brands too to open their minds and enter the fight without a veil.

  • Ogilvy & Mather bags Center Fresh campaign

    Ogilvy & Mather bags Center Fresh campaign

    MUMBAI: Center Fresh will now be available in a different flavour. The refreshing chewing gum as an natural extension to the brand has launched the Paan flavour. The flagship brand of Perfetti Van Melle India roped in Ogilvy & Mather for the new campaign.

    The Center Fresh Paan campaign devised by Soda Films reaffirms the base brand positioning, while announcing the arrival of the new flavour. Directed by Rajesh Krishnan and produced by Ameya Dahibavkar, the TVC translates into its tagline Zubaan Pe Rakhe Lagaam (Keeps your mouth shut).

    Commenting on the launch, group product manager Chaitanya Shekar said, “Center Fresh and Paan have significant synergies, given their mouth-freshening properties and it was only a matter of time in getting this logical extension on the brand. We are extremely excited about this new launch and we believe this format will open up new avenues for consumption of Paan in a quick and fun way.”

    Giving an insight into the TVC, Ogilvy & Mather national creative director Abhijit Avasthi said, “We have all come across the not-so-pretty sight of people stuffing Paan into their mouth and talking. Half of the time it‘s not even clear what they are saying. But they go on, without caring whether the spit is staining their clothes or flying off from their mouth and landing on the other person‘s face. We took this insight and crafted a funny ad that showed the consequences a dhobi‘s son has to face due to his talking while chewing Paan.”