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Tag: Ogilvy One

  • 22feet Tribal Worldwide appoints Diya Sarker & Ishan Mehta as ECDs

    22feet Tribal Worldwide appoints Diya Sarker & Ishan Mehta as ECDs

    Mumbai: In a bid to strengthen its creative core, 22feet Tribal Worldwide has appointed Diya Sarker and Ishan Mehta as executive creative directors (ECDs) of art & content.

    Sarker will use her experience in design and technology to help clients stand out on digital platforms. Ishan will marry consumer insights with technology to generate disruptive and memorable ideas. They will report to 22feet Tribal Worldwide national creative director (NCD) Vishnu Srivatsav.

    Prior to this appointment, Sarker was deputy general manager of brand design at Godrej Consumer Products. She has over 14 years of experience in design and creative direction across sectors like consumer products, fashion, publishing, real estate, retail, automotive, aviation, gaming, and the arts. Sarker also co-founded ‘The Blackout Festival,’ an annual experimental arts festival that attracts artists, scientists, and scholars from various fields around the world.

    Mehta brings with him over 13 years of experience in advertising agencies such as Saatchi & Saatchi, Ogilvy One, and Grey Worldwide. He co-founded Meter Down, a company that made rickshaw advertising mainstream. For this, Ishan won the Economic Times Power of Ideas award from IIM Ahmedabad. He was also recognised as a ‘disruptive mind’ on Agency Reporter’s 40 Under 40 list.

    Speaking on the new appointments, Vishnu Srivatsav said, “The attempt at 22feet is to build a creative company rather than an agency. Which is why it’s so important that we have leaders from varied and diverse backgrounds who complement each other’s skills. Ishan is vastly experienced and has done some great work across many organisations, as well as running a start-up. And Sarker has an eclectic background ranging from advertising to brand design and visual art. So, with them on board, I’m sure our work will get even more unique perspectives and freshness.”

    Commenting on her new role, Diya Sarker said, “22feet has always been at the forefront of digital-forward ideas. I am looking forward to leading this talented team and pushing the envelope when it comes to design and technology.”

    Ishan Mehta added, “I am excited to combine technology, insights, and craft to build on 22feet’s legacy. Given the talent and the diverse roster of clients, the next few years will be an amazing time at the agency.”

  • Ogilvy rebrands its identity after 70 years

    Ogilvy rebrands its identity after 70 years

    MUMBAI: After 70 years of creating some of the world’s most iconic marketing campaigns, Ogilvy has revamped itself to adopt a new mantra  – ‘Makes Brands Matter’. At the heart of this transformation lies the agency’s desire to introduce a new organisational structure and brand identity. 18 months is what it took Ogilvy to complete the largest transformation in the company’s long and illustrious history.

    So why did the world’s biggest digital agency shake things up? “To meet the changing needs of our clients, we’re taking a bold step to redefine our company and build a new model for our industry, which we helped to create over 70 years ago,” says The Ogilvy Group chief executive John Seifert.

    The objective of redifing the brand is the agency’s response to constant digital disruptions that are impacting consumer behaviour, media landscape and competition. 

    The integrated Ogilvy brand brings together three distinct units of OgilvyOne, Ogilvy and Mather Advertising and Ogilvy Public Relations along with various sub-brands and specialty brands under a single, unified group with a common identity, positioning, client service model and P&L.

    This unified entity (Ogilvy) will have a new organisational design. The transformation from a matrix-managed holding company of sub-brands to one brand represented by twelve crafts and six core capabilities along with a new operating system. Ogilvy will also offer new consulting options.

    Building on the success of OgilvyRED, an enterprise offering called Ogilvy Consulting, focused on the areas of Digital Transformation Consulting, Growth, Business Design and Innovation, will work horizontally across Ogilvy. 

    The network will also launch a new global digital platform called Connect to train the employees  to boost knowledge-sharing, professional development and customised community-networking.

    The Ogilvy Group chief creative officer Tham Khai Meng is clear that the agency will not deviate from the values it was founded on, “Our creativity is the foundation of Ogilvy’s global network and the most powerful competitive advantage that we have. We are building on the creative heritage of David Ogilvy to fuel our future.”

    Using the common language of ligature, the new Ogilvy logo represents the agility, collaboration and connectedness that the brand is uniquely capable of delivering for its clients.

    The iconic Ogilvy red has been reintroduced in a brighter Pantone and a secondary palette of gray, pink, blue and yellow has been added to emphasise the company’s desire to modernise, while maintaining, its strong heritage. 

    The Ogilvy fonts have also been recut and customised as Ogilvy Serif and Ogilvy Sans.  In addition, the company’s website ogilvy.com has been redesigned to be a dynamic destination showcasing the breadth and depth of the agency’s creative work, talent and thought leadership. 

    Ogilvy collaborated with COLLINS, an award-winning branding and design agency, on the rebrand and launch.

    “Today, there are more opportunities than ever before to shape every aspect of a brand’s needs,” adds Seifert. 

    “The scale and diversity of our global network is the source of our strength. At Ogilvy, we design the components of a brand, create experiences around a brand, and communicate about a brand. Our new organisational design will empower our people to put clients at the centre and create sustained brand value on behalf of our clients for years to come.”

    Set up in 1948 by David Ogilvy, the agency has been synonimous with iconic, culture-changing marketing campaigns through the years.

    A part of the WPP group, today, Ogilvy has 131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: brand strategy, advertising, customer engagement and commerce, PR and influence, digital transformation and partnerships.

  • Isobar India ropes in Chandrashekhar Mhaskar as VP

    Isobar India ropes in Chandrashekhar Mhaskar as VP

    MUMBAI: Isobar India has appointed Chandrashekhar Mhaskar as Vice President to drive the digital creative and services division nationally. Additionally, he will also handle the responsibilities for the West India region.

    A computer engineer by qualification and having followed his heart, Mhaskar has been part of the digital advertising industry for more than two decades including international exposure in London and Singapore. He has had varied experience in heading Digital SBUs at renowned agencies such as Ogilvy One, Cheil Worldwide, and Maxus. He was also a successful entrepreneur before taking up the mandate at Isobar. His industry experience spans Television, Film, Internet, eCommerce, Mobile, Social, Online Media and New Technology; across industry verticals like FMCG, IT, Entertainment, BFSI, Education, and Telecommunications.

    Big clients under his belt included Nokia, Cisco, British Airways, Perfetti, American Express, and Samsun. He brings with him a rich experience of integrating agency and client teams to collaboratively conceptualize award-winning digital advertising solutions and execute them to successfully tackle business challenges and drive ROI.

    Mhaskar will also join Isobar India’s Leadership team, which includes Gopa Kumar, Vice-President; Anish Varghese, National Creative Director and Rahul Vengalil, Business Head (South), alongside Shamsuddin Jasani, Managing Director for Isobar India. Isobar India has emerged as a leader amongst the digital agencies in India, winning multiple awards including Campaign Asia’s Agency of the Year, and this appointment will further strengthen it.

    Shamsuddin Jasani, Isobar India Managing Director, says: “We are happy to welcome Chandrashekhar on board with our amazing team. Over the last two years, we have clearly emerged as one the leading full service digital agencies in India of media buying and over 100 creative and technology professionals. Chandrashekhar brings a vast experience across all aspects of digital, especially creative services, which he will be heading nationally. We already have a very strong Creative services and Technology business, and with Chandrashekhar leading the way, we are looking at reaching even greater heights.”

    Commenting on his appointment, Chandrashekhar Mhaskar, Vice-President, Isobar India, said: “I am immensely excited to join Isobar and be part of a team that is brimming with stupendous energy. Isobar is already in the fray of creating some cutting-edge creative and tech solutions which have garnered media attention. I am really looking forward to working with Shamsuddin and the senior management team to take Isobar to greater heights in India.”

  • Isobar India ropes in Chandrashekhar Mhaskar as VP

    Isobar India ropes in Chandrashekhar Mhaskar as VP

    MUMBAI: Isobar India has appointed Chandrashekhar Mhaskar as Vice President to drive the digital creative and services division nationally. Additionally, he will also handle the responsibilities for the West India region.

    A computer engineer by qualification and having followed his heart, Mhaskar has been part of the digital advertising industry for more than two decades including international exposure in London and Singapore. He has had varied experience in heading Digital SBUs at renowned agencies such as Ogilvy One, Cheil Worldwide, and Maxus. He was also a successful entrepreneur before taking up the mandate at Isobar. His industry experience spans Television, Film, Internet, eCommerce, Mobile, Social, Online Media and New Technology; across industry verticals like FMCG, IT, Entertainment, BFSI, Education, and Telecommunications.

    Big clients under his belt included Nokia, Cisco, British Airways, Perfetti, American Express, and Samsun. He brings with him a rich experience of integrating agency and client teams to collaboratively conceptualize award-winning digital advertising solutions and execute them to successfully tackle business challenges and drive ROI.

    Mhaskar will also join Isobar India’s Leadership team, which includes Gopa Kumar, Vice-President; Anish Varghese, National Creative Director and Rahul Vengalil, Business Head (South), alongside Shamsuddin Jasani, Managing Director for Isobar India. Isobar India has emerged as a leader amongst the digital agencies in India, winning multiple awards including Campaign Asia’s Agency of the Year, and this appointment will further strengthen it.

    Shamsuddin Jasani, Isobar India Managing Director, says: “We are happy to welcome Chandrashekhar on board with our amazing team. Over the last two years, we have clearly emerged as one the leading full service digital agencies in India of media buying and over 100 creative and technology professionals. Chandrashekhar brings a vast experience across all aspects of digital, especially creative services, which he will be heading nationally. We already have a very strong Creative services and Technology business, and with Chandrashekhar leading the way, we are looking at reaching even greater heights.”

    Commenting on his appointment, Chandrashekhar Mhaskar, Vice-President, Isobar India, said: “I am immensely excited to join Isobar and be part of a team that is brimming with stupendous energy. Isobar is already in the fray of creating some cutting-edge creative and tech solutions which have garnered media attention. I am really looking forward to working with Shamsuddin and the senior management team to take Isobar to greater heights in India.”

  • Tata Sky to ‘un-box’ entertainment with new STB; launches digital ad campaign

    Tata Sky to ‘un-box’ entertainment with new STB; launches digital ad campaign

    MUMBAI: On the move video consumption is growing at an aggressive rate in India thanks to the lightning fast penetration of smartphones, tablets and other alternative screens. Addressing the growth, direct-to-home (DTH) operator Tata Sky is set to launch its new upgraded set top box (STB) – Tata Sky+ Transfer, which will enable users to transfer the recorded content onto alternative screens.

    While this service immediately raises concern of piracy and content security, Tata Sky has taken care of that aspect. Tata Sky chief communications officer Malay Dikshit says, “The content will be available on the app and will not be transferred as a video file, so sharing that file or uploading it for mass is not possible. Moreover, the content is self destructive, the duration of the content varies from broadcaster to broadcaster, but after a certain period the content will get destroyed automatically.”

    All that the new STB needs is a Wi-Fi connection. All other devices connected to the same Wi-Fi network can access the recorded content. Not only that, consumers don’t need to lose hefty chunk of their data (bandwidth) to get the recorded content transferred on their mobile devices. The content gets transferred through the wireless local area connection to the locally connected devices. To transfer 30 minutes of content, the preparation procedure takes 30 minutes of time. The resolution is automatically selected by the app as per the infrastructure of the device the content is viewed on. Thirty minutes of content occupies around 200 MB of storage.

    The STB, which is priced at Rs 9300, is targeted towards metro centric consumers. Existing Tata Sky customers, can purchase the new STB for Rs 7200.

    To generate awareness amongst the DTH subscribers, Tata Sky in association with Ogilvy One, will be orchestrating a digital campaign called Transferkars. The campaign will have one main film, which will be launched on 4 September. Three teasers will grab consumer attention until then.

    The campaign introduces Tata Sky’s latest product the Tata Sky+ Transfer, which enables the STB recording to be available on the subscribers’ tablets and phones.

    This campaign uses Tata Sky’s trademark style of using hyperboles and humor to drive home the product messages in an interesting manner. The protagonists Transferkars are a TV addicted family of six, each madly passionate about their shows. The campaign is a series of films that will bring alive the lengths that they go to carry their favourite TV shows with them. The commercial portrays Tata Sky+ Transfer as an innovative product, which solves these problems by enabling subscribers to transfer recorded content on their mobile devices and view it at their convenience. Hence, the campaign concludes with the sign off ‘Record. Transfer. Carry.’

    “We already have around 60,000 views in an hour and we are expecting to cross the 100,000 mark today itself. We want to have 400 million impressions for this campaign, which will run for next three months,” added Dikshit.

    Shedding light on the consumer behaviours that drove this innovative campaign, he said, “Today, time comes at a premium. The consumer is increasingly finding it difficult to be constrained by fixed timing and location for viewing even recorded content. Thus there is demand for convergence and portability of content. The rapid increase of Wi-Fi enabled homes open up new possibilities and potential for new offerings. The Tata Sky+ Transfer box delivers on this sweet spot allowing subscribers to use their connected homes to enjoy their space and identity. Our focused digital-approach with this new campaign along with the launch of an interactive micro-site would surely intrigue existing and prospective subscribers.”

    “It is just the beginning of our endeavours to un-box entertainment for our subscribers,” he added. 

    Talking about the campaign’s creative, Ogilvy One senior creative director George Kovoor said, “Tata Sky has once again set the benchmark through this unique digital first campaign. At the heart of the campaign is a family of obsessive TV show fans who not only engage the consumers but also demonstrate the Transfer product in a simple yet entertaining story. Fans can follow this family and their quirks on YouTube, Facebook, Twitter and even an interactive microsite.”

    Differing on the perception that digital content has no production cost and comes free, Kovoor said, “We have used a lot of resources to bring the best out of the campaign. A lot has been spent on the campaign and I hope the creative piece makes a mark in the audiences’ mind.”

    “The task for us was to create a high impact campaign centered around digital devices like smartphones and tablets, demonstrating clearly and in in a memorable way how to and in what situations this product is used,” he said.

    Campaign Credits:

    · Creative Agency: Ogilvy & Mather

    · Creative Team: OgilvyOne Worldwide senior creative director George Kovoor & creative director Anand Gharat

    · Account Management Team: OgilvyOne Worldwide president Vikram Menon 

    · Production House: Corcoise Films

    · Director: Bhavesh Kapadia