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Tag: Ogilvy & Mather

  • Shah Rukh Khan likely to feature in West Bengal tourism’s new TVC

    Shah Rukh Khan likely to feature in West Bengal tourism’s new TVC

    KOLKATA: Bollywood superstar and Indian Premiere League’s (IPL) Kolkata Knight Riders (KKR) franchise owner Shah Rukh Khan is likely to feature in the forthcoming new tourism television campaign for West Bengal. It is learnt that the new TVC will be ready in three months.

     

    The state government has given the brand-building exercise to Ogilvy & Mather. Additionally, a global consultant – HVS – has also been hired to help prepare a ‘Vision Document’ for the state.

     

    Fairly large contingents from the UK, Australia, Thailand and Sri Lanka will gather at the CII-organised Destination East, the largest buyer-seller tourism meet billed for 6-7 February at Town Hall, Kolkata’s heritage showpiece. More than 25 countries are likely to participate in Destination East.

     

    These four countries are among a total of 25, including the US, China, France Germany, Singapore, Switzerland, Sweden, Japan and Bangladesh from which tourism stakeholders will interact with their counterparts in the eastern region.

     

    “This is a forum where we wish to share with the global delegates our incentive schemes for any investor keen to put money in tourism projects in the State,” said state’s Principal Secretary of the tourism department AR Bardhan.

     

    “We will offer cash-based incentives on projects,” said Bardhan.

     

    “We are going on a major brand-building exercise. O&M, has been hired to do the job. Bollywood superstar Shah Rukh Khan is likely to feature in the forthcoming new tourism television campaign for West Bengal,” he said, adding that the new TVC will be ready in three months.

     

    He also disclosed that the state government will build motel-cum-wayside facilities every 30 km along the routes to major tourism destinations, including the Sunderbans and Digha. “This will be a reality in six months’ time. A global consultant called HVS has been hired to help prepare a comprehensive Vision Document for West Bengal,” he said.

     

    HVS has provided consulting services and solutions to more than 60 countries for hotels, shared ownership and leisure assets.

     

    “The 10-year Vision Document seeks to double the growth of five per cent in inward tourist flow from both domestic market and international countries,” he added.

     

    “Efforts are on to showcase Kolkata as the ‘Cultural Capital’ and MICE (Meetings, Incentives, Conference and Exhibition) destination. One of our objectives is also to enable one to drive to Sunderbans within two hours from Kolkata at a speed of 80 kmph,” he added.

     

    Apeejay Surendra Park Hotels Ltd managing director Vijay Dewan added, “Considerable money and energy is being devoted to improving roads.”

     

    Dewan also narrated how Destination East has evolved into a powerful platform in the past five years for domestic tourism stakeholders to promote West Bengal to the international travel fraternity. This initiative has been generating a fair amount of business over the past few years.

  • Effies 2014: It was the night of ‘Men in Black’

    Effies 2014: It was the night of ‘Men in Black’

    MUMBAI: The stage was set as the who’s who of the advertising world ascended to celebrate the best work of the year gone by at the Effies 2014.

     

    “The Gold standards we are have set will secure that these awards are the most coveted and the most admired in our communication business,” said the Ad Club president Pratap Bose in his opening speech, while emphasising that the results will have the direct implications on 2015 Global Effie rankings at the individual office level. “And I must share that two out of three in 2014 global ranking are from India,” he added.

     

    Amidst loud cheering, Ogilvy & Mather, which was superseded by Lowe Lintas + Partners in the race last year, was back with a bang to be the Agency of the Year at the Effie 2014 awards.

    The men and women in black earned a total of 173 points and bagged two Gold, eight Silver, and 16 Bronze Effies. Bournvita (Best on-going campaign category) and Google (Digital: Online/Mobile Communication category) took home the two Golds.

    Last year’s winner Lowe Lintas + Partners came in second with 142 points. The agency won the maximum number of Gold medals i.e. seven along with six Silver and eight Bronze Effies.The Gold wins for the agency came for Idea and Tata Tea (Best on-going campaign category). The work for Idea also won a Gold in the Services category.

    McCann Worldgroup India came in third with 90 points earned from two Gold, five Silver and eight Bronze. There was a tie between JWT and Soho Square with 34 points. The agency bagged Gold for Havells’ #RespectWomen entry (Consumer Durables category).

    Hindustan Unilever with a total of 64 points including two Gold, four Silver and four bronze Effies became the Effie Client of the Year.

     

    The Grand Effie went to Soho Square for its campaign ‘The Political campaign that Created History’ for Bharatiya Janata Party.

     

    Click here for the winners list

  • More than just an ad…

    More than just an ad…

    MUMBAI: To tell a brand’s philosophy in just 30 seconds isn’t an easy task. But everyday creative minds oil their machines to do just the same. While some click with the viewers, others are muted by them or flipped through without a second glance.

    While the year began with the political parties going all out to woo the voters – there were television commercials, digital films as well as hoardings pasted all across the country, Airtel’s Boss film led the charge with the Twitterati going crazy over it. 

    With the e-commerce sector war heating up, the companies too launched TVCs throughout the year to cash in the most, especially during the big sales offered by them. Digital as a medium to connect with the correct audience was optimised well. For instance, Honda for Mobilio released a 2.5-minute ad on YouTube featuring stand-up comedian Kapil Sharma as a salesman.  

    Promos of Indian Premium League (IPL), Pro Kabbadi League, Indian Super League (ISL) as well as Kaun Banega Crorepati (KBC) were able to catch people’s fantasy and created enough buzz before the game started. The right mix of sentiments and music made the films popular especially on the social media.

    2014 saw many ads which were more than being just a promotional feature and as the year comes to an end, Indiantelevision.com lists down some of the best ads of 2014.

    BJP election campaign

    Creative agency: Soho Square

    Purpose of the ad: After the Delhi gang rape case and many more that followed it, the campaign highlights the fact that the government has failed to provide safety to the women of the country and worse, hasn’t been able to punish the culprits.

    Storyboard: The black and white advert highlights how even though the country has progressed and people have sent there girls for higher education and work in other cities, they are not at ease. The woman/mother in the ad, stresses on the fact that the country isn’t safe in current government’s hands as women aren’t safe.

    Airtel Boss film

    Creative agency: Taproot

    Purpose of the ad: To strengthen Airtel’s legacy of identifying fresh and relevant insights around relationships.

    Storyboard: Relationships often get strained due to professional demands. At such times, smartphones transcend their role of being a mere communicating device, and play cupid.

    The TVC shows a woman boss ordering her subordinates to finish an assigned job no matter what. It turns out that the woman boss is the wife who goes back home to cook for her husband who happens to be the junior she had ordered.

    Fortune oil, ‘Ghar Ka Khana’

    Creative agency: Ogilvy & Mather

    Purpose of the ad: Adani Wilmar’s campaign for its Fortune Oil brand, shifting from ‘The joy of eating’ to a more personal ‘Ghar ka khana, ghar ka khana hota hai’ (Home cooked food is home cooked food after all).

    Storyboard: When you are away from the comfort of your space, braving the rigours of everyday life, all you need is two morsels of tasty home food cooked with a lot of love and affection. The gush of emotion that you feel when you have the first bite, only makes you thank your good ‘Fortune’!

    Idea, ‘No Ullu Banaoing’

     

    Creative agency: Lowe Lintas and Partners

    Purpose of the ad: To educate the masses about how some people cash on the other’s unawareness.

    Storyboard: A common phenomenon in almost every part of India, is how some people in order to make money or gain benefits, tend to take advantage of the ill-informed by coloring the truth or concealing the facts.

    In the TVC, a guide lies to tourists who then search on the web and the truth is exposed.

    Nescafe stammering standup comedian

    Creative agency: McCann Erickson

    Purpose of the ad: While perfection is what people chase these days, this ad feeds on a different meaning.

    Storyboard: The TVC shows a stammering stand-up comedian who faces rejection, but doesn’t give up and turns the same weakness into his strength.

    Fevicol Crazy chairs

    Creative agency: Ogilvy & Mather

    Purpose of the ad: Takes a humorous take on the current election scenario.

    Storyboard: A chai-wallah enters the shop of a carpenter who is making the next Prime Minister’s chair. He points out to three variations – one with BJP’s lotus, another with Congress’s hand, and a group of chairs joined unevenly symbolic of the Third Front.

    OLX Kapil

    Creative agency: Lowe Lintas and Partners

    Purpose of the ad: To promote selling off ‘unused or under-used’ products.

    Stoaryboard: Kapil Sharma stars in the film and plays a ‘juicer’. In the kitchen, he addresses the lady of the house urging her to use him (the juicer), or sell him. The lady notes that no one would buy him, telling him he’s useless. He corrects her, saying he has been ‘used less’. He proceeds to tell her how things are sold on Olx.in, and finds buyers in no time.

    Imperial Blue Men will be men

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To carry forward the 17-year-old catchy tagline and philosophy.

    Storyboard: The campaign opens with a ghazal, “Pyar ki raah mein”, playing in the background as a beautiful young woman is seen talking on a phone in a lift. The camera reveals the torso of two men standing with her. The minute the woman exits both the men heave a sigh of relief and exhale, letting their stomachs hang out again. The film ends with both of them sharing a friendly high-five.

    Tata Docomo Bhalai ki Supply

    Creative agency: Contract Advertising

    Purpose of the ad: To encourage its subscribers to ‘Open Up’ and share happiness using their customised data offers.

    Storyboard: The advertisement features a ‘social media queen’ who appears to have lost her loyal online following. She pouts and preens in order to post the perfect profile picture that could restore her lost glory, but is continually disappointed, till one virtual ‘Like’ makes her day.

    Cadbury Snow Fight

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To make the consumer aware of the fact that life lies in the ‘now’; that joy resides in the act of letting go, and that one should live like no one’s watching.

    Storyboard: The TVC shows a couple walking on a snowy mountain. While the man is busy oh his phone, the woman decides to change the situation by throwing a snowball on the man. The man too throws a snowball at her. The fight continues as they enjoy it.

    Titan Raga #HerLifeHerChoices

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To tell that Raga is an evolved watch for the evolved woman of today – a woman who’s self-respecting and confident. 

    Storyboard: The film begins with Nimrat Kaur sitting at an airport reading a book. She is interrupted by an ex-lover who asks her if he could join her. When Kaur asks him how he has been, he makes a reference to Kaur leaving him. As they talk and catch up, it is revealed that Kaur is still single. On being asked why it is so, Kaur tells the man that she never gets time from work. This being something he knew all too well, he makes a passing comment about how their relationship would have worked had Kaur stopped working. Kaur retorts by saying that he could have also quit. Offended, he tells her that he could not have quit, seeing how he is a man.

  • JWT’s ‘Make Every Yard Count’ leads at Spike Asia

    JWT’s ‘Make Every Yard Count’ leads at Spike Asia

    MUMBAI: At the Spikes Asia Festival of Creativity 2014, Indian entrants won four Gold, nine Silver and 32 Bronze Spikes. JWT India’s ‘Make Every Yard Count’ for Nike bagged two Golds, one each in the Film and Film Craft categories. Bagging two Gold, two Silver and five Bronze Spike trophies, JWT emerged as the winner amongst the Indian entrants, this year.

     

    PHD India and Lowe Lintas received a Gold each for Kan Khajura Tesan (HUL), in the media and mobile categories, respectively. Ogilvy & Mather India bagged a trophy for its entry ‘The Good Road’, for Castrol Activ/Bengaluru Traffic Police in the Innovation Spikes category.  

     

    The winners were declared in Singapore on 26 September, the final day of this year’s event. The Indian winners are listed below, by category.

     

    Branded Entertainment

     

    Two Bronze Spikes were won by JWT’s ‘Make Every Yard Counts’ for Nike and ‘Kan Khajura Tesan’ entered by Lowe Lintas, PHD and Ozontel, for Hindustan Unilever.

     

    Design

     

    Two Bronze wins again. One by DDB Mudra’s campaign ‘Identity 1, Identity 2’ for Volkswagen and the other by BBDO India for Visa’s ‘Dream2Advance’.

     

    Digital

     

    Ogilvy & Mather bagged a Silver Spike for The Akanksha Foundation’s ‘Message Barter’.

     

    Direct

     

    Ogilvy & Mather’s ‘Message Barter’ received a Silver along with Visa’s ‘Dream2Advace’ by BBDO taking the count to two Silvers.

     

    McCann Worldgroup India and Cheil Worldwide India won two Bronze awards each for ‘Share my dabba’ and ‘The Light Bag’ respectively. Havas Worldwide India also bagged a Bronze for ‘No Child Brides’, for Child Survival India.

     

    Film

     

    JWT’s ‘Make Every Yard Count’ for Nike received a Gold while Bronze went to Ogilvy & Mather for ‘Google Reunion’.

     

    Film Craft

     

    Besides a Gold, ‘Make Every Yard Count’ for Nike by JWT also acquired two Silver trophies.

     

    BBH India won two Bronze Spikes, one each for Skoda India’s ‘Hydrant’ and ‘A Family Story’.

     

    Innovation

     

    Ogilvy & Mather secured one for ‘The Good Road’ campaign for Castrol Activ/Bangalore Traffic Police.

     

    Media

     

    PHD India landed a Gold and a Silver for Kan Khajura Tesan (HUL).

     

    22Feet Tribal Worldwide earned a Bronze for ‘Push the Pin’, for Tata Global Beverages (Media agency: Maxus Bengaluru).

     

    Cheil India collected a Bronze for work on Halonix – the entry ‘The Safer City’.

     

    McCann scooped a Bronze for ‘Share My Dabba’. 

     

    Vizeum’s entry for MTV also took home a Bronze trophy.

     

    Mobile

     

    Kan Khajura Tesan entered by Lowe Lintas and Partners in this category bagged a Gold award.

     

    Outdoor

     

    Grey received two Bronze awards for work on Duracell – one for the entry Torch ‘Squeeze’ entry, and the other for the campaign (Choo-Choo, Remote Control, Camera)

     

    McCann won a Bronze for the campaign on Big Babol (Tangerine, Mango, Pear).

     

    JWT’s campaign for Godrej Security Solutions (House, Antique Store, Music Store) also secured a Bronze. 

     

    Cheil India received a Bronze for ‘The Light Bag’, for Salam Balak Trust.

     

    PR

     

    Ogilvy & Mather acquired two Silver – one each for The Akanksha Foundation (Message Barter) and Road Safety Awareness (The Seatbelt Crew, for Channel V).

     

    BBDO obtained a Silver too, for ‘Illegal Sand Mining’ for client Awaaz Foundation.

     

    Print

     

    McCann won one Bronze for its Big Babol series, while Grey bagged one for the Duracell campaign. 

     

    A Bronze went to DDB Mudra Group for work on Future Group, a campaign comprising entries ‘TV Unit’ and ‘Dining Table’ for Hometown Retail.

     

    Print & Poster Craft

     

    DDB Mudra bagged a Bronze in this category for its campaign for Volkswagen (Identity1, Identity2).

     

    Promo & Activation

     

    JWT received three Bronze for the Nike ‘Make Every Yard Count’ film.

     

    BBDO’s ‘Dream2win’ won two Bronze awards. 

     

    Geometry Global was awarded one Bronze for Lifebuoy Hand Pump (HUL).

     

    Radio

     

    Ogilvy & Mather acquired a Bronze for Mumbai Police’s ‘The Train’ entry, India’s lone metal in the category. 

     

  • Hero ISL launches campaign heralding birth of a footballing nation

    Hero ISL launches campaign heralding birth of a footballing nation

    MUMBAI: The most eagerly awaited football league in the country; Hero Indian Super League launched its official TV campaign on 7 September with a panoramic 100 second film capturing the hope of people wishing to see the building a footballing nation.

     

    The first TVC sparks the start of the league’s lead up to a 36-day, 360 degree launch marketing campaign, with opening game scheduled on 12 October 2014.

     

    Conceptualised by Ogilvy &Mather, the newly launched TV commercial urges Indians to be part of their very own league with a simple yet powerful phrase, “C’mon India, let’s football”. Composed by Amit Trivedi, the peppy soundtrack strives to capture the spirit of hundreds of millions of fans across India. The TVC features the fishermen of Kerala, dancers from Rajasthan, monks in the northeast and everybody who is gripped with the football fever. These fans then through their combined effort and power are seen taking the shape of a human stadium. The film ends with hope in the eyes of young kids as the sky fills with raining footballs.

     

    Star India marketing head Gayatri Yadav says, “The single line brief for the campaign was ‘the birth of a footballing nation.’ The creative is loyal to the magnitude of this project and brings alive the dreams, aspirations and talent that will ultimately see India take its rightful place in football world. The track is brilliant and we are confident that it’ll have the nation buzzing in anticipation for the 12 October launch of the league.”

     

    Ogilvy & Mather executive chairman and creative director South Asia Piyush Pandey, who feels he was born a sportsman adds, “India is a great nation which will excel in everything possible and football is our next goal. I’m extremely excited about the league and the communication. The only thing I want to hear is 1.2 billion people saying “Come on India, let’s football.”

     

    The film shot across 20 plus locations in India by Manoj Pillai of ThinkPot films was launched on Sunday’s T20 game – followed with a heavy promotional blitz across Star channels network.

     

    Indian Super League AVP marketing and commercial Srinivvasan Gopalkrishnan says, “This film showcases India’s grand welcome to the beautiful game and with it, the passion and dreams of all Indians out there.”

  • Tata Sky launches ‘TV is Good’ campaign for Kids!

    Tata Sky launches ‘TV is Good’ campaign for Kids!

    MUMBAI: Tata Sky, the leading DTH player in the country, launched its latest ad campaign ‘Ab Bachchey Seekhein TV se’ (Kids learn with television). The ad is set out to convey the fact that while television is a great entertainment medium, it is equally a good learning aid, helping children gain beyond bookish knowledge.

     

    The campaign is targeted primarily at the parents with children between ages 6 to 12 years, trying to break the myth most Indian parents have on ‘television is only mindless viewing for kids’. Hence one of the three ad films features a young boy stating an interesting fact on how to find out if the eggs are old or new. Similarly the other two ads have two kinder garden aged girls quizzing the audience on facts about ‘rhyming words to orange’ or ‘how to escape a leopard’ that catch you by surprise and leaves you with a smile. All the three ad films deliver the overarching message – Television is good!

     

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “Kids today are smart, not just studious. Give them the right content in an interesting package and see them absorb the knowledge at lightning speed. Over the last few years, Tata Sky’s pioneering efforts in ‘education through television’ with interactive (Actve) services and a bouquet of infotainment channels have been very well received by subscribers, specifically kids. With this campaign we wish to take the message to markets across the country on how fruitful learning through television can be.”

     

    Elaborating on the ad campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather, “If you ask any parent they would say that television and education are like chalk and cheese, rather most will insist that television gets in the way of education. But what we found out in research was quite the contrary. Parents are starting to recognize that there is enough wholesome content on television to supplement their kid’s academic learning, more so in smaller cities where there are very few avenues to give kids holistic education, television plays a role to provide that. Our campaign, ‘Kitna kuch seekh saktein hai bacche TV se’ features kids flaunting the interesting pieces of knowledge that they have learnt from the 13 learning channels that Tata Sky has to offer. Actually we ourselves learnt so much while shortlisting these knowledge facts for the campaign. That discovery only fueled our conviction that kids can learn so much from TV.”

     

    · Name of the ad agency: Ogilvy & Mather

    · Name of the creative director: Abhijit Avasthi

     

    Isko laga daala toh TV jinga lala!

     

    YouTube links to the three TVCs:

    Orange – https://www.youtube.com/watch?v=0uhWKas1YSM

    Eggs – https://www.youtube.com/watch?v=A9bErWRuglk

    Leopard – https://www.youtube.com/watch?v=FP9h2sf-aJA

  • Philips India adds celebrity quotient to its male grooming category

    Philips India adds celebrity quotient to its male grooming category

    MUMBAI: Macho man is passé; metrosexual is the current breed of men who with a high disposable income is the most promising consumer today.

     

    They don’t mind filling their shopping carts with make-me-look-good goodies. And this is the reason why a bunch of male grooming products have sprung up in the last few years.

     

    The male grooming segment which was projected to be Rs 1,500 crore market in 2012 is expected to reach Rs 5,300 crore by 2016.

     

    According to a Nielsen study on the Indian male grooming segment, there is a rising aspiration among Indian men to look groomed, which has led to the Indian men’s grooming market’s rapid growth of more than 34 per cent.

     

    The Nielsen study further stated that this growth is faster than the growth rate of the total personal care and beauty industry in India. The research company believes time is ripe for beauty and grooming brands to make the most of this growing male attention.

     

    The segment can be divided into sub categories: beauty range of products and grooming gadgets (manual and electronic).

     

    As per a report by Euromonitor International on male grooming sector in India, Gillette India lead men’s grooming with a value share of 28 per cent in 2012. The company has a strong horizontally diversified portfolio of razors and blades, with brands such as Mach, Vector, 7’O clock and many more, enhancing its long term sustainability. Hindustan Unilever was second, accounting for a 15 per cent share. These products fall in to the manual sub category.

     

    On the other hand, in the electronic sub-category, Philips with a range of grooming gadgets for men including trimmers, shavers and stylers, is ruling the market share, claims the company.

     

    To take a step further, the brand is set to roll out an extensive marketing campaign.

     

    The brand has decided to add celebrity quotient to its communication and has roped in actor Arjun Kapoor to be its face in the country. It can be noted that earlier John Abraham was its brand ambassador.

     

    The TVC which went on air on 10 July has been conceptualised and created by Ogilvy & Mather. The brand will also splash its communication on other media platforms. About 15-20 per cent of its marketing budget is expected to be invested on digital.

     

    The business of electronic brands of this segment is growing at 30-40 per cent year on year, mentions Philips India director marketing-personal care Anurita Chopra.

     

     “The Indian market is fast adopting this particular category. The reason to bring Arjun on board is mainly because he brings in positivity which we as a brand are trying to promote through our communication,” says Philips India president consumer lifestyle ADA Ratnam.

     

    However, the pricing strategy of the brand is to make it affordable.

  • To bring the TG closer, we had to get our act together: Vaibhav Kumar

    To bring the TG closer, we had to get our act together: Vaibhav Kumar

    MUMBAI: Who loves scorching sun? If you thought the reply was none then you are highly mistaken. There are brands that wait for the summers more than the school kids. New campaigns, products are launched during the period to leverage the season.

     

    Similarly, Mother Dairy in a hope to connect with the youth launched its Happy Food, Happy People campaign, this year. The objective behind the campaign was to give a new face to the brand. The brand which has strong relationship with parents and children, now wants to tap the young adults.

     

    Conceptualised by Ogilvy & Mather, the campaign depicts how the taste by Mother Dairy lifts one’s mood due to guilt free indulgence and makes him/her happy.

     

    Mother Dairy CMO Vaibhav Kumar shares the secrets behind its success and the new relationship that the brand is out to create…

     

    With so much competition, how would you position yourself in the market? What has been your USP? What would you say is your advantage over others?

     

    Mother Dairy’s core value remains firm at providing the customers with best quality products and fair returns to farmers. The company has been serving consumers for nearly 40 years and has created a niche for itself with its world class quality, pure, safe and innovative products. We believe our best proposition is with our quality of products and the promise we offer which reflects in our new positioning of ‘Happy Food Happy People’.

     

    The products we offer come with a lot of insight developed through innovations, consumer preferences, health benefits and value for money. The result of this is evident through the quality of our product line available. Products such as Mishti Doi, Fruit yoghurt and Classics range of Ice Cream have set benchmarks for industry and loyalty from consumers.

     

    What are the marketing activities that you undertake to build your brand?

     

    We engage in various marketing activities throughout the year. Both ATL and BTL activities are planned as part of our 360 degree campaign. We engage with customers on ground, media via TVC, radio, print etc.

     

    With the new campaign we will focus on ATL activities like TVC, radio promotion, social media engagements etc. supported by BTL activities like in-store promos, flyers, catchment promos, hoardings etc.

     

    What are the key insights behind your marketing activities?

     

    The key insight behind our marketing initiatives with this new campaign is to bring the young adults closer to brand and further build on our mass appeal. The company over the years has been admired as the household name with the entire family. But somewhere we felt the youth connect was also imperative to give it a mass appeal. This was also relevant from our range perspective, as the entire offering from our dairy product division is so youthful which is healthy and most importantly offers the guilt free indulgence, a must for today’s generation.

     

    Can you elaborate on the latest campaign and the concept behind it?

     

    For our new positioning we have drawn a lot of learning from various audiences specially Young Adults and their consumption patterns. And this is how we came out with this campaign to connect the young audience.

     

    The Happy Food in our campaign defines Mother Dairy’s commitment to offer pure, hygienic and adulteration free great quality products which has been the strength, differentiator and heritage of the brand over years. And the Happy People defines the guilt free indulgence by consumers with our innovative & healthy products that offer great taste and hence this belief of Happy Food Happy People.

     

    What is the thought process behind launching this campaign now?

     

    As a brand we have been offering our consumers with quality product with great taste and value for money over the years. While the brand has created a space and strong relationship amongst the Indian Families, which will continue in times to come, there was a need to create brand relationship with young adults – the new emerging consumer of Young India.

     

    Therefore, a new campaign with messaging of Happy Food Happy People came out to connect with the young adults bringing them closer to the brand. Today’s young adults are aware consumers and decisive on what to consume and what not. Since a brand like Mother Dairy offers pure, safe and healthy products, there was a conscious need to bring them closer and this campaign will help in getting our acts together.

     

    How important is digital platform for your brand? How can one optimize on the medium?

     

    Since our target and positioning is towards the young adults, digital medium will be a key area to focus and is certainly an important part of our strategy. We are targeting special campaigns specifically for social media and high visibility zones on the internet. In addition, we are engaging with customers through various online promotion programs and initiatives.

     

    Who do you see as your biggest competitors?

     

    Mother Dairy as a brand with close to 40 years of trust, purity and safety has built a strong connect with the masses and the same is evident from the response we get from consumers every time we launch a new product. The Company with its strong heritage enjoys loyalty amongst the consumers and has been growing steadily creating new benchmarks with our range for others to follow.

     

    What are your biggest challenges today? One learns more from failures than successes. Can you share any such phase or incident in your brand marketing that helped you learn and reach a higher pedestal? Please share, if any.

     

    The biggest need of the hour is to keep pace with changing consumer needs both emotional and functional. We lost track somewhere in our consumer journey and hence became less relevant to young adults (our target group) and this obviously resulted in our market performance. Having learnt from it, we have now stepped up the accelerator on innovation leading to relevant products for our target audience and a new brand positioning moving away from the not so relevant ‘Maa jaisa koi nahin’ to a more relevant ‘Happy Food. Happy People’. The first signs of a turnaround for us seem to be coming in with this change in product portfolio and proposition based on learning from our earlier mistakes.

     

    What is the future of the dairy industry in India? How can the industry grow in the coming year?

     

    The dairy industry is growing steadily and has good future ahead. We see huge potential in the industry as it has a lot to offer on health front, which will grow with rising consumer awareness. We see innovations as key drivers for growth going ahead, the company which can offer innovative products keeping customer preferences intact coupled with value for money will see a runaway success.

  • Cannes Lions 2014: McCann & Ogilvy in Direct Lions shortlist from India

    Cannes Lions 2014: McCann & Ogilvy in Direct Lions shortlist from India

    MUMBAI: Day one of Cannes Lions has given the Indian advertising fraternity a reason to rejoice. In the Direct Lions category, India has been shortlisted in three subcategories.

     

    While McCann World Group’s campaign titled ‘Share My Dabba’ qualified in the ‘Ambient Media: Small Scale’ and ‘Charities’ subcategories, Ogilvy & Mather’s ‘Cleft to Smile’ campaign for Operation Smile under the subcategory ‘Best Low Budget Campaign’ too has made it to the finals.

     

    The Direct Lions, dedicated to all forms of direct marketing, was launched in 2002 to showcase and honour the most creative and innovative direct marketing solutions. It will be interesting to see which of these entries bring home the glory.

  • Kyoorius with D&AD honors best Indian advertising works

    Kyoorius with D&AD honors best Indian advertising works

    MUMBAI: Kyoorius in association with D&AD announced the winners of the 2014 Kyoorius Advertising & Digital Awards at the awards ceremony.

     

    The night was a celebration of the best in Indian creativity with over 1200 creative professionals from the advertising and digital spheres and clients from across India and some from around the world in attendance. Content & storytelling studio – Addikt – was brought in from Amsterdam to create an out of the ordinary experience – a powerful, multi sensory experience that brought the winning work to the fore.

     

    Hosts Kamal Sidhu and Suresh Venkat entertained the audience through the wee hours of the night, accompanied by Dutch performance artist Ken, as well as Indian rock band The Other People and DJ Hiren.

     

    A total of 988 entries were submitted across Advertising and Digital. From the 114 In-book winners, a total of 37 Blue Elephants and 4 Black Elephants were awarded at the ceremony across the advertising and digital.

     

    Grey Worldwide, Ideas@Work, Ogilvy & Mather, Publicis India, Famous Innovations, Happy Creative Services, Hungama Digital Services, Creativeland Asia, Soho Square, Scarecrow Communications, Thought Blurb, DDB Mudra, Candid Marketing, BBDO India, BBH, Webchutney, Fractalink Design Studio, Isobar, iContract and Sapient were amongst the many in-book winners at the 2014 Kyoorius Advertising Awards & Kyoorius Digital Awards.

     

    In-book winners were also nominees for Blue Elephants; the two juries awarded a total of 37 Blue Elephants, with 24 Blue Elephants awarded in Advertising and 13 in Digital. Across the advertising categories, 24 Blue Elephant winners included campaigns by Grey Worldwide, Ogilvy & Mather, Publicis India, Sapient, DDB Mudra, Happy Creative Services, BBDO, Ideas@Work, Scarecrow, BBH, Soho Square, Creativeland Asia, First December Films and Candid Marketing.

     

    And at the digital awards, 13 Blue Elephant winners included works by Hungama Digital Services, Creativeland Asia, Fractalink Design Studio, Webchutney, Sapient, 120 Media Collective, BBH India, DDB Mudra, NicheMinds, and Ogilvy & Mather.

     

    Four Black Elephants were awarded to groundbreaking work that redefined the category it was entered in, by creating a new conversation with its audience, or a transformational impact on the industry.

     

    DDB Mudra were awarded a Black Elephant for The Last Telegram (Category: Direct Response), a direct response campaign that saw an opportunity to commemorate the final day of India’s telegram service by reminding Birla Life Insurance customers to think about their future.

     

    Ogilvy & Mather took home three Black Elephants in three categories.

     

    The Good Road – Created for Bangalore Traffic Police and Castrol India (Category: Technological Innovation). In the campaign, a helmet was designed to remind bikers about road safety and motorbikes would only start once the helmet was worn by the rider.

     

     CleftToSmile – Created for Operation Smile India (Category: Use of Social Media). This social media campaign transformed a simple combination of keyboard characters into an identity and highly successful Twitter campaign for Operation Smile India’s Cleft to Smile initiative.

     

    Google ‘Reunion’ – Created for Google India (Category: Online Branded Films). Ogilvy & Mather created a film that highlighted Google’s search engine by creating a touching story with the India- Pakistan partition as a backdrop.

     

     “Considering this was our first year for the Advertising Awards & Digital Awards, the response has been outstanding. The 988 entries across Advertising and Digital are further validation of the Kyoorius Awards format, and our association with D&AD. We will continue to provide a neutral and transparent platform for the Indian creative industry,” said Kyoorius founder CEO Rajesh Kejriwal.

     

    “We saw a great response for the Kyoorius Digital Awards, the first awards programme of its kind in India, recognising excellence in the field of digital communication. This is a solid indicator of the direction of creativity here in India. During the jury sessions, we saw a strong desire from jury members to constantly weigh in and consider the cultural context when judging the work. The importance of staying relevant to the Indian market was never overlooked, especially with the international jury,” added Kejriwal.

     

     “D&AD is very proud to be partnering with Kyoorius in India. I hope we’ve brought some rigor and transparency to the judging process. Certainly the standard of work has been fantastic – something we saw demonstrated at D&AD’s own professional awards three weeks ago in London, where Indian agencies had multiple in-book and nomination successes. Our commitment to this partnership is long-term. We look forward to an increased involvement with the Indian creative community as we develop our New Blood program with Kyoorius,” mentioned D&AD CEO Tim Lindsay.

     

    Ogilvy & Mather emerged as the most awarded agency, with 45 In-book wins, seven Blue Elephants and three Black Elephants. Alongside the Elephant winners all nominations will be featured in the Kyoorius Advertising Awards Annual and the Kyoorius Digital Awards Annual — distributed to over 5000 corporates and creatives across India — providing an invaluable and un-rivaled source of creative inspiration.