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Tag: Ogilvy & Mather

  • Savlon wins Grand Prix for Creative Effectiveness at Cannes Lions

    Savlon wins Grand Prix for Creative Effectiveness at Cannes Lions

    MUMBAI: In a first for any Indian brand, ITC’s Savlon has bagged the coveted Grand Prix at Cannes Lions 2018 for Creative Effectiveness. Designed and conceptualised by Ogilvy India, the innovative campaign is a rendition of the ‘Savlon Swasth India Mission’ programme unveiled by ITC’s Personal Care Products division to encourage behavioural change towards washing hands amongst children through various engaging and entertaining educational initiatives.

    ITC Personal Care Products business chief executive Sameer Satpathy says, “We at ITC are indeed delighted to have won the Grand Prix for Savlon for creative effectiveness at the Cannes Lions. This award is testimony to ITC’s focus in creating an ecosystem which fosters creativity, talent, collaboration and innovation. I would like to thank the team at Ogilvy, who are our partners in rebuilding this brand and have helped us achieve both commercial and creative success. And also a big thank you to the internal teams at ITC on brand, activation and R&D.”

    The Creative Effectiveness Grand Prix at Cannes is one of the most prestigious awards honouring creativity that impacts consumer behaviour, brand equity and sales. ‘Creative Effectiveness’ judges previous year’s award winning works at Cannes Lions to evaluate its impact in the market place. The Grand Prix win, is an endorsement of ITC’s commitment towards children’s hygiene and celebrates the innovative product solution as an authentic cause collaboration that has helped garner success for brand Savlon.

    The ‘Savlon Healthy Hands Chalk Sticks’ won global honours at Cannes in 2017 and was also recognised as one of the world’s top 10 PR campaigns by the Global SABRE awards. The unique chalk sticks have been invited to be displayed at the Museum of Applied Arts and Sciences (MAAS) in Sydney, Australia to inspire youth on innovation that enables social good.

    Conceptualised by Ogilvy & Mather, the initiative provides a unique solution to promote hygiene among children by infusing cleansers like soap into chalks. Children in different primary schools use these chalk sticks for writing on slates and when they wash hands before eating, the chalk dust on their hands work just like soap, helping them avert serious diseases. The ongoing school outreach programmes under the aegis of ITC’s ‘Savlon Swasth India Mission’ has reached out to more than 2.3 million children in over 5200 schools. The innovative ‘Savlon Healthy Hands Chalk Sticks’ as part of this outreach, have engaged nearly 8 lakh children in close to 2000 schools.

  • Allen Solly encourages open work culture

    Allen Solly encourages open work culture

    MUMBAI: Semi-formal dressing brand from Aditya Birla fashion group, Allen Solly, has launched its open work culture campaign.  It encapsulates the budding work culture that centres on employee-friendliness and freedom of self-expression. 

    Allen Solly is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace.

    As a part of the campaign, Allen Solly has created a new TVC that highlights the element of open work culture and showcases quintessential office looks from the ‘New Age Work-Wear’ collection. The campaign has been produced by India’s leading creative agency Ogilvy & Mather India.

    Over time, the nature of jobs have evolved along with the way we work and where we work, and the employers have started adapting more employee friendly policies. Open work culture encapsulates this core. The theme of the campaign orbits around ‘Open Work Culture’ philosophy, and explores the evolution of the modern employee friendly workspaces.

  • Voltas showcases its new summer campaign for All Star Inverter ACs

    Voltas showcases its new summer campaign for All Star Inverter ACs

    MUMBAI: Voltas, India’s No. 1 AC brand, from the house of the Tatas, has launched its new brand campaign for its 2018 range of All Star Inverter ACs, with a 360 degree media amplification across Television, Print, Radio & Digital. 

    The campaign talks about the unique value proposition of “Steady Cooling & Steady Savings” and highlights the end consumer benefit of “complete peace of mind”. The proposition is backed by the technology hook of a “Two Stage Steady Cool Inverter Compressor”, which leads to Steady Cooling & Steady Savings.

    The brand has recently released a highly engaging TVC which brings back Voltas’ much- loved protagonist “Murthy”; and this year Murthy has an unwanted “Atithi” at his residence. The Atithi (Murthy’s country cousin) tries to make Murthy’s life uncomfortable, by taking control of his house, during his visit. Since he (Atithi) is very comfortable with Murthy’s AC running 24 X 7, he gets funny ideas to impose his presence in Murthy’s house. However, Murthy emerges smarter, since he has the Voltas All Star Inverter AC, which gives him the twin benefit of Steady Cooling & Steady Savings.

    The TV campaign will be on air across GEC, News & Movies genres, and will also be aired during the forthcoming IPL. It is supported by a heavy Print campaign across all leading national & regional dailies. Moreover, Radio & Digital will be used strategically to further multiply the brand communication.

    Speaking about the campaign, Ogilvy & Mather, Deputy Chief Creative Officer India & Chief Creative Officer North, Ajay Gehlot said, “This year we had a task of emphasizing the core brand promise of “Steady Cooling, Steady Savings”, without compromising on humor. And the two new TVCs capture the essence of the new brand promise in an engaging & interesting manner”.      

    Adding to that, Voltas UPBG, Vice President – Marketing & Key Accounts, Deba Ghoshal said “This year our unwanted Atithi will add extra spice to Murthy’s life. However, we have full faith in Murthy, to crack the humor code, in a relevant manner; and win us more smiles and eyeballs.”  

  • WPP board begins investigation of its CEO Sir Martin Sorrel, says WSJ

    WPP board begins investigation of its CEO Sir Martin Sorrel, says WSJ

    MUMBAI: Once the toast of the advertising industry, investors, and shareholders, Sir Martin Sorrell now faces the ignominy of being probed by a law firm, which has been appointed by the WPP board for a potential misuse of assets and personal misconduct, if a report in the Wall Street Journal is to be believed.

    The agency group has been under pressure from clients and hungry for business rivals for a while. Its share price has fallen some 35 per cent as companies such as Alphabet (Google) and Facebook have been doing direct deals with brands, cutting agencies such as WPP out of the picture. Additionally, big spenders such as Unilever, Procter & Gamble have also been cutting back on marketing spends in a rapidly disintermediating digital content marketplace.

    This has led to WPP reportedly putting up a lackluster performance which in turn has affected its share price. Sorrell was also forced to take a cut in his pay, the amount he was forced to back down from 2017’s 48 million pounds sterling, will become clearer in the next few days as it announces its financial performance.

    A Saatchi & Saatchi finance executive in the seventies and eighties, Sorrell went about building what would become a global tour de force under the umbrella of a company called Wire & Plastic Products. He acquired 18 different below the line agencies over three years, before making an audacious $566 million dollar bid for J Walter Thompson and then $825 million for Ogilvy & Mather. He acquired both of them. He snared two other agencies Young & Rubicam and then Grey Worldwide on the follow through. Among the other agencies and communication services providers under WPP today include: Wunderman, Kantar Group, Hill & Knowlton, Burson-Marsteller, GroupM, Cohn & Wolfe, Brand Union, Buchanan UK among others.

    WPP as a group employs close to 200,000 employees worldwide and reported a revenue of 15.265 billion pounds sterling, with an operating income of 1.908 billion pounds sterling with net income standing at 1.912 billion pounds sterling in 2017.

    Investors have been baying for Sorrell’s blood for some time now with the agency not coming with a solid plan to revive growth. Speaking to indiantelevision.com in Amsterdam a couple of years ago Sorrell had said: “I only own two per cent of the company; but I am identified with the company. I will carry on as long they will let me. WPP is not a matter of life or death for me, it is more than that. They will carry me out to the glue factory.”

  • Wild Stone ad shows men’s desire for precious stones

    Wild Stone ad shows men’s desire for precious stones

    MUMBAI: McNROE, owner of brands Wild Stone and Secret Temptation has launched its latest television commercial for Wild Stone Code.

    Code is a sub-brand with six variants inspired by precious metals (platinum, titanium, gold, copper, bronze and steel), which is reflective of the quality of fragrances on offer and operates in the premium segment of perfumed body spray category.

    The commercial is a tongue-in-cheek story that showcases the eternal fight men have had in the quest for precious metals.

    Conceptualised by Soho Square, the TVC is staged in a sub-terrestrial cavern with a group of young miners in the hunt for something precious. The story is about the essence of a man’s devious want to own fragrances as exquisite as precious metals, and he is ready to fight his fellow men for it.

    “Men have always fought over precious metals. The collection from is yet another great reason for them to start a new fight,” avers Ogilvy & Mather chief creative officer Sukesh Nayak.

    McNROE consumer products chief business officer Sanjay Srivastava says, “Code has always had a strong consumer preference for its fragrances. This is an attempt to strengthen and leverage the consumer acceptance to build a larger franchise.”

  • Yatra promotes travel in evergreen Bollywood style

    Yatra promotes travel in evergreen Bollywood style

    MUMBAI: Online travel portal Yatra has launched its new series of advertisement commercials featuring brand ambassador Ranbir Kapoor.

    The new TVCs present two unique customer friendly features in an entertaining manner using evergreen Bollywood movie songs with tailored lyrics. The ads have been created with a light-hearted and humorous tonality, making them fun to watch. The hummable ads also feature a ‘karaoke’ style format for those who wish to sing along.

    Conceptualised by Ogilvy & Mather, the ad films reflect an exquisite blend of the contemporary world with the vintage charm of Indian cinema. Keeping in mind Yatra’s endeavour to make travel hassle-free, seamless and value adding to travellers, the two films highlight its eCash loyalty program, and its unique feature of protecting customers from a drop in airfare post them making a booking. eCash now not only gets a traveller discounts on future bookings, but is also transferable to friends and family, as well as convertible into shopping vouchers from Yatra’s partners. The ads feature Kapoor grooving to Clinton Cerejo’s beats, who has reworked the evergreen and classic tunes in his own inimitable way. This not only captivates the audiences by getting them to smile and hum along, but also reinforces Yatra’s brand message of being ‘India ka travel planner’.

    Commenting on the new TVC series, Yatra COO (B2C) Sharat Dhall says, “We are focused on innovating in terms of customer features and benefits, and this set of ads highlight two such industry first features–eCash loyalty points and the airfare-drop protection. With these films we are looking to attract new users to our fold, while retaining the connection with our existing customer base. The ads capture the best of Bollywood – entertaining, yet with a key consumer message, and hopefully will strike a chord with the audience.”

    Sharing his experience of working on the TVCs, Kapoor mentions, “Yatra has always managed to surprise me with its innovative ideas of engaging with travellers. I am delighted to also get the opportunity to pay a tribute to the evergreen members of my family via these unforgettably classic songs that are a part of these ads. It is a matter of honour and pride as Yatra’s brand ambassador.”

    Ogilvy & Mather, Kolkata creative head Dhruv Mookerji remarks, “Bollywood has left a lasting impression on the cultural psyche of the nation. And with Ranbir Kapoor as the brand ambassador of Yatra, it seemed a perfect fit to merge the unique positioning of Yatra with the great musical legacy of the Kapoor khandan.”

  • KFC gives more in less with Rs 99 burger

    KFC gives more in less with Rs 99 burger

    MUMBAI: Need a quick fix to satisfy your hunger-pangs? KFC India has recently launched the all-new Super Charger, a bigger burger priced at Rs 99. Packed with a flavourful punch, the long burger is the perfect snacking option for chicken lovers to refuel themselves. The brand is now all set to roll out its latest TVC that captures the before and after effects of the Super Charger.

    Commenting on the TV commercial KFC India CMO Lluis Ruiz Ribot says, “Following the ‘more in less’ ideology, we launched our new pocket-friendly ‘Super Charger’ to serve as a quick recharge for consumers. The light-hearted TVC brings alive the punch and flavour of the product and will resonate with our young audiences who are always on a lookout for quick recharge options.”

    Conceptualised by Ogilvy & Mather, the film opens with two girls sitting on a bench watching a cute dog playing. They are calling out to him but without any excitement or energy. The dog is also shown confused at the lack of enthusiasm in their voices. Suddenly a booming voice urges the girls to eat KFC’s Super Charger to recharge themselves. As soon as they take a bite into the crunchy chicken and delicious sauces their energy levels are charged, the next shot shows the girls excitedly playing with the dog.

    Ogilvy & Mather executive creative director Ajay Gahlaut adds, “A bigger burger at a nominal price offering from KFC was news enough. The task hence, was to find a creative way to deliver the good news and ‘Recharge at 99’ as an idea, just fit like a glove. For a refreshing change, we tapped the world of girls and their undying love and excitement for the four legged. The outcome — a relatable, cute-to-watch TVC that speaks for the product and its USP.”

  • Dr.Fixit shows how to prevent a leaky house

    Dr.Fixit shows how to prevent a leaky house

    MUMBAI: Most people believe that waterproofing their roof is enough for a leak free home. Dr.Fixit, from the house of Pidilite, has launched a new TVC campaign featuring legendary actor Amitabh Bachchan. The TVC aims to create awareness among home owners about the need for five-point waterproofing.

    Dr. Fixit commercials are known and loved by audience for their lightness and sense of humour. The new campaign stays true to this approach with Amitabh Bachchan bringing his own trademark style and wit to it.

    The TVC opens with the owner of an under construction house showing Bachchan around with great pride, when their tour is very rudely interrupted by the appearance of a strange character spouting water everywhere from his mouth, arms, torso, etc. The owner wonders and questions about him to which, Bachchan introduces the character ‘Leakage Bhaisaab’ to the bewildered owner who is getting his house waterproofed. At this point Bachchan explains how water can seep in through not just the roof but also the bathroom, water tank, foundation and even the outer walls. Those who don’t get their house five-point waterproofed with Dr. Fixit products, are setting themselves up for a never-ending battle with leakage, warns Bachchan in conclusion.

    Pidilite Industries chief marketing officer Vivek Sharma says, “The fivr point TVC further expands the awareness amongst consumers about the criticality to do their home waterproofing in the right way, that is through Dr. Fixit 5 point waterproofing.”

    Ogilvy & Mather executive chairman and creative director of South Asia Piyush Pandey adds, “When I look at the commercial, I think of all the problems that one has faced during our lives when water seepage troubles you in the most surprising fashion. I am sure that this interesting TVC will enable a lot of people to plan their homes in a better fashion of waterproofing them.”

  • Livon extends salon-in-purse proposition in latest campaign

    Livon extends salon-in-purse proposition in latest campaign

    MUMBAI: Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought – Salon Nahin Livon. 

    The brand caters to the young girl who always strives to look her fabulous best and being ‘selfie ready’ is of utmost importance to her. In a fast-paced life of impromptu plans and unplanned outings, she wishes to have that luscious flowing hair without entering a salon. Taking cognizance of this, Livon Serum aims to instantly deliver an overall spectacular look with salon-finish hair – free of fizz and ultra-glossy, on demand.

    The tongue-in-cheek TVC depicts two girls seated in a library, who have to go for a last minute outing planned by their friends. Momentarily excited, one of them expresses dismay due to her frizzy hair and wishes she could have fab hair before she steps out. Asking her friend to wait, she pulls out a large mirror, steamer, blow-dryer et al, basically everything one can find in a salon, from her bag. Looking at her with shock, the friend wonders what she is up to, when the voiceover says – You can’t carry your salon everywhere you go, that’s why carry Livon Serum ”.

    Marico Limited chief marketing officer Anuradha Aggarwal says, “Livon exemplifies the contemporary young girl who is out there to make the most of her life. She loves all the surprises and sudden plans that come her way, but looking good is a priority for her! The brand has consistently been an ally in giving her an edge and that added confidence.”

    Ogilvy & Mather Mumbai office chief creative officers Harsad Rajadhyaksha and Kainaz Karmakar, add, “Impromptu plans are a way of life for the young girls. Also, looking good for impromptu plans is a necessity of life. This campaign exaggerates these insights in a funny way. The girl carrying an entire salon in her bag or the girl who has a ‘salon practitioner’ hidden in her dressing table, are both wild situations and will bring a smile to the viewers, while making a sharp point about the salon-like finish of Livon Serum. We believe the tone and manner of these films will stand out in the category and make the brand memorable.”

    Furthermore the brand has also undertaken a pan India multimedia campaign approach across TV, digital, on-ground activation and PR.

    Livon faces competition from brands like Matrix, Streax, Dove among others in the hair serum category.