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Tag: Ogilvy

  • Samrat Bedi takes over as Gozoop India CEO

    Samrat Bedi takes over as Gozoop India CEO

    Mumbai: Gozoop Group has announced the appointment of Samrat Bedi as chief executive officer of Gozoop Group in India. He will be based in Mumbai and will report to the board of Gozoop Group.

    In this role, Bedi will spearhead Gozoop’s business operations and leadership team in India. “He will be responsible for carrying forward Gozoop’s legacy of helping brands achieve scale and success via a holistic communication approach,” said the marketing company in a statement on Tuesday.

    “In Samrat we have a rare blend of a leader who has a strong growth orientation and a spirited people-first approach. Samrat is a leader who we believe will drive Gozoop India’s vision,” said Gozoop Group chairman and co-founder Rohan Bhansali. “I am confident that his experience and leadership in nurturing brands, teams and creative minds will take Gozoop forward on its glorious journey.”

    Bedi previously led Ogilvy’s 82.5 Communications as president and brings to Gozoop over two decades of rich experience and industry understanding.

    “Gozoop is known to have redefined the agency model for a connected world, where digital and traditional advertising work seamlessly under one roof,” said Gozoop Group global CEO and co-founder Ahmed Aftab Naqvi. “Samrat’s unique skill sets and experience will not just consolidate that position but keep redefining it as we build Gozoop into a creative powerhouse.”

    Bedi has successfully launched and grown brands like Bisleri, Franklin Templeton Mutual Fund, Piaggio Vehicles – Vespa & Aprilia, Indian Premier League (IPL), Indian Super League (ISL), Cadbury Bournville, Cadbury Silk, PayPal, Mattel (Barbie and Fisher-Price), Taj Hotels, Tata Sky, Cipla, World Gold Council, among others. He has also received several awards for conceptualizing and executing integrated campaigns.

    “I am elated to take ahead the legacy that Ahmed and Rohan have built over the years. Their deep understanding about brands and businesses in a modern age has helped build Gozoop be the independent and homegrown integrated agency it is today,” commented Samrat Bedi. “I look forward to working with a group of passionate leaders at Gozoop to build brands of the future and create work that will be outstanding.”

  • WinZO teams up with Ogilvy’s Piyush Pandey to boost brand presence

    WinZO teams up with Ogilvy’s Piyush Pandey to boost brand presence

    Mumbai: Homegrown social gaming platform WinZO is set to launch its multilingual brand campaign in close collaboration with Ogilvy chairman of Global Creative and executive chairman India Piyush Pandey. The campaign drives the brand’s core objective of delivering winning moments through a relatable social platform to over a billion Indians. 

    Through this campaign, WinZO aims to establish itself as the preferred destination for all interactive entertainment of Bharat. 

    The entire campaign theme and stories were conceptualised by Piyush Pandey. With this engagement, Pandey and Ogilvy will be bringing their plethora of experience to the new and rapidly growing industry of Gaming for the first time. 

    Commenting on the rationale behind the campaign, Piyush Pandey said, “It was great fun for me working on the WinZO campaign. Playing some game or the other is inbuilt in human nature. We’ve tried to get into real life and real ways of how each one of us, no matter what strata of society we come from, enjoy these moments. And from there comes the belief that WinZO gives you a lot of opportunities to play games that you thoroughly enjoy and get the kick of winning from. It’s been wonderful working on this campaign, and I hope our audiences enjoy watching the films.”

    The campaign aims to capture the raw human emotions of competition, winning and associated delight that creates lasting social connections. These everyday conquests have been articulated and crafted into four humorous video stories by Ogilvy which will be launched as TVCs across digital platforms such as YouTube, Facebook, Instagram as well as other electronic modes such as TV, radio, OTT platforms, amongst others, to maximise the brand’s visibility among the billion plus audience of India. 

    Speaking about the new campaign, WinZO co-founder Saumya Singh Rathore said, “While the last decade belonged to e-commerce boost in India, this decade belongs to gaming and Interactive entertainment. India is at the epicentre of this rapidly growing trillion-dollar global gaming opportunity. As a leading player in the space, our partnership with Piyush and Ogilvy is symbolic of us recognizing and taking this responsibility of establishing gaming as a mainstream social activity. Piyush has not only helped build brands but also contributed in building large sectors through his campaigns over decades. We are excited to collaborate with him to achieve the same for the gaming industry and our brand.”

     WinZO had launched the multi-media campaign #JeetneMeiKickHai last year which celebrated the ‘kick of winning’ in people’s daily lives and helped establish the brand’s relatability and recall value. The upcoming campaign, as an extension of the previous campaign, will expand on the theme of excitement experienced by individuals in social circles merely by small winning moments, bringing forth the spirit of the platform alive. 

    As a part of its brand development exercise, WinZO has also secured the principal sponsorships for two major Vivo Pro Kabaddi League (PKL) teams, Bengal Warriors and Gujarat Giants, as well as associate sponsorship for Patna Pirates. PKL is the second most followed sporting league in the country after the Indian Premier League. 

  • The world survives on creativity: Piyush Pandey at Ad Asia 2021

    The world survives on creativity: Piyush Pandey at Ad Asia 2021

    Mumbai: The pandemic took a heavy toll on people, and constrained activities across industries. So much so that it made the advertising industry apprehensive of its deleterious effects on the creativity of its workforce. But according to Ogilvy chairman of global creative Piyush Pandey, ‘creativity is still alive and kicking’ and fuelling the industry in the post-pandemic world.

    Sharing his views on the ‘Advertising innovation under Covid-19 pandemic’, Pandey said that he is frequently asked whether the pandemic has killed the creativity of the advertising industry.

    “The world survives on creativity,” responded the industry veteran while allaying any such concerns. “In fact, the pandemic has taught us that lives can be saved through creativity. Right from scientists who brought vaccines at unprecedented speeds to governments who found new solutions to administer those vaccines to millions, and to common people who remained confined in their homes, every one of us had to get creative with their lives to survive and thrive,” he said emphatically.

    Pandey also lauded the work done by several advertising agencies during the lockdown, and cited three examples of great creativity that stood out for him.

    The first, a made-at-home short film ‘Family’ launched in April 2020 which carried the message of ‘Stay Home, Stay Safe’ while also raising funds for the daily wage workers and technicians of film industries across the country hit by the pandemic. The film featuring several top actors was virtually directed by Prasoon Pandey, without any of the actors stepping out of their homes. Sponsored by Sony Pictures & Kalyan Jewellers, the film helped in collecting $3 million a because of a little creativity in the most terrible of times.

    The second film Pandey named was Savlon India’s campaign promoting handwashing, released in October 2020. The campaign “Hand Hygiene for all” executed in partnership with Mouth and Foot Painting Artists (MFPA) highlighted the message of handwashing effectively. The story was told through a day in the life of Swapna, a talented foot artist, who by her own example shows how handwashing is the easiest way to prevent Covid and other infections and why we should all be doing it. “Think of solutions executed with both your hands tied behind your back,” said Pandey.

    He also made a special mention of the Cadburys’ Dairy milk Diwali campaign, ‘Not just a Cadbury ad’ where the confectionary major batted for the small shop owners by getting ‘India’s biggest brand ambassador’, Shah Rukh Khan to be the brand ambassador for each of the local stores. Retailers and small local stores were shut due to pandemic, as people ordered even essential, everyday items online. So the brand used machine learning & AI to help retailers create their own ads, which were promoted by Khan as per the pin code of the viewer.

  • #KooKiyaKya asks Koo in its first-ever TVC

    #KooKiyaKya asks Koo in its first-ever TVC

    Mumbai: Homegrown multi-language micro-blogging platform Koo has launched its first-ever television ad campaign during the ongoing T20 World Cup.

    The social media app has partnered with Ogilvy India and developed a creative communication platform – ‘Koo Kiya Kya’ to urge people to express themselves in their mother tongue. The campaign is reflective of users’ desire to leverage social media for self-expression and to connect and engage with their communities in a language of their choice. 

    Launched at the start of the T20 World Cup 2021, the campaign consists of a series of short-format 20-second advertisements that grab viewer attention through their quirks, wit, and humour laced around the tagline #KooKiyaKya. 

    The visuals capture people going about their daily lives, indulging in light-hearted banter, and talking straight from their heart – with catchy idioms that can be Kooed to express themselves online. The ads are woven around a unifying message – ‘Ab Dil Mein Jo Bhi Ho, Koo Pe Kaho.’ The ads are live across leading sports channels and will play during the T20 World Cup matches. 

    “The campaign positions Koo as an inclusive platform, as a platform for self-expression which gives voice to those who have never experienced language-based social media before,” Koo App co-founder Apremeya Radhakrishna said. “With the T20 World Cup 2021 happening right now, the timing is perfect to leverage television as a key channel to put across our message, to help people connect with each other meaningfully.”

    Koo co-founder Mayank Bidawatka added, “A large part of India hasn’t been given an online public platform to express these thoughts in people’s preferred language. That’s what this campaign is about – an invitation to every Indian to start sharing their thoughts in their mother tongue and connect with millions of others on Koo in a meaningful way.”

     Elaborating on the campaign, Ogilvy India chief creative officer Sukesh Nayak said, “Our idea came from life. When talking to our friends or family in our own language we find the comfort to express ourselves the best. Our intent is to ensure whoever sees these films, should instantly think of many such incidents from their own life. And feel comfortable to express the same in their own language with a wider set of audience on Koo.” 

  • Philips Airfryer gets a #Perfect360Review from chef Ranveer Brar

    Philips Airfryer gets a #Perfect360Review from chef Ranveer Brar

    Mumbai: In the last few years, consumers have turned to healthy choices. While there’s a shift towards the adoption of healthier eating habits, the taste still remains integral to their palate. Keeping this in mind, consumer products and domestic appliances manufacturer Philips has launched a consumer-focused campaign #Perfect360Review for its range of airfryers featuring chef Ranveer Brar.

    The TV commercial shows the celebrity chef visiting a young couple, who try to impress him by cooking perfect samosas for him, but without deep frying in oil in the traditional way. The narrative tension is built to a point where viewers wonder whether the airfryer will be able to save the day or not.

    The campaign thought is built on delivering tasty fried food with lesser oil and getting a perfect review, where the term 360 also refers to the ability of the airfryer to give an all-around, even frying. The ad aims to show how the Philips Airfryer gives delicious, crispy airfryed food, using negligible quantities of oil.

    “It’s always a joy to create work for a product that has something unique about it. This brief was so much fun yet challenging. The task was simple: that we need to showcase how Philips Airfryer is different and better than the competition,” said Ogilvy India (North) CCO Ritu Sharda. “This gave us the idea of basing the campaign on the product’s USP of 360-degree even frying, something which is unique only to Philips Airfryers. We took this product-centric brief and gave it a relatable human story. Something that anyone who loves cooking or simply cooks for their loved ones will identify with.”

    The campaign breaks with a long-format digital film and extends to TV, outdoor, print as well as social media engagement on YouTube, Facebook and Instagram.

    “We were the first ones to introduce airfryers to the Indian market and have built the category from scratch. Being the category pioneers, it was not only important to drive category education, but imperative to help consumers in making an informed choice,” said Philips domestic appliances managing director Gulbahar Taurani. “While the consumers are increasingly becoming health conscious, properly cooked tasty food is non-negotiable. Through the #Perfect360Review campaign, we wanted to showcase how healthy and tasty food should be an easy choice along with highlighting the supremacy of Philips Airfryer range, equipped with cutting-edge technology.”

  • ICICI Lombard urges customers to track their calories in new campaign

    ICICI Lombard urges customers to track their calories in new campaign

    New Delhi: 2021 saw a sea shift of people changing their lifestyles and adopting healthy life choices due to the ongoing pandemic. This gave birth to a new cohort of consumers who are proactive in staying healthy through wellness-oriented products and apps. It is this spirit of a healthy lifestyle that ICICI Lombard has emphasised upon in its new campaign which unveils its new feature ‘Cal Scan’ on the company’s health and wellness app ‘IL TakeCare’.

    The campaign consists of two ad films that encapsulate the significance of eating the right amount of calories on the backdrop of a busy lifestyle characterised by faulty food habits, high-calorie intake, partially aggravated by the pandemic lockdown.   

    The first ad film opens with a scene from a typical halwai shop where a person is buying samosas. Upon packing the samosas, the shopkeeper tells the customer the calorie count instead of the price of the food items. He then goes on to suggest making the calorie count a round figure by adding two more samosas. To this, the customer declared a specific calorie count, took the samosa, and walked away happily.

    The second ad shows a food delivery guy delivering food and affirming the accurate calorie score to the customer according to his food order. Both the ad films end with the thought that our food vendors will not be able to tell us the exact calorie count of the food consumed, hence with the IL TakeCare app’s new feature ‘Calorie Scan’, consumers can now get a personalised recommendation of their calorie intake and the tips to burn those extra calories. Through these films, the insurerattempts to guide the audience towards a behavioural change wherein they see the value of the food not in terms of money, but also the number of calories consumed.

    ICICI Lombard General Insurance executive director Sanjeet Mantri said, “While the pandemic has turned people towards a holistically healthy lifestyle, it is equally important to add the element of measurement to all our health endeavours. Considering the significant increase in the usage of wellness and health-oriented apps recently, we have introduced this new feature of ‘Calorie Scan’, which will act as a counter and encourage the user to stick to their recommended calorie budget.”

    The campaign centered on the World Heart Federation’s theme for 2021 focuses on harnessing the power of digital health to improve awareness, prevention, and management of cardiovascular diseases. Conceptualised by Ogilvy, ICICI Lombard’s Creative agency, the ad films are being promoted across ICICI Lombard’s social media assets and digital platforms.  

    Ogilvy Mumbai, executive creative directors Talha Bin Mohsin & Mahesh Parab said, “The ICICI Lombard World Heart Day campaign has had a long history of great work aimed at making people conscious of the challenges to their good health. This year, we sought to open a new chapter by going a step further and joining them in their journey towards holistic wellness. Not just by helping them count their calories, but giving them tips on how to burn them and stay fit on a regular basis too.”

  • MTV launches ‘Memory Karaoke’ to help people with Alzheimer’s

    MTV launches ‘Memory Karaoke’ to help people with Alzheimer’s

    Mumbai: MTV in collaboration with Ogilvy has launched ‘Memory Karaoke’ – an initiative to help those living with early Alzheimer’s cope with memory loss. 

    Emphasising how forgetting isn’t funny, ‘Memory Karaoke’ will feature four foot-tapping songs based on commonly forgotten information by those in the early stages of Alzheimer’s. With these songs meant to be practiced daily along with caregivers, MTV hopes to ease their suffering and raise awareness about the progressive disease that presently has no cure, said the channel in a statement.

    “Music is nothing less than manna for one and all. MTV Memory Karaoke elevates this very role of music to a higher plane by making a small yet significant difference to the lives of those affected by Alzheimer’s and their caregivers. We at MTV are humbled by the opportunity to be a part of this initiative,” said Viacom18 head of youth music and English entertainmentAnshul Ailawadi.

    The sing-along songs will hold important details about the person suffering from Alzheimer’s such as their home address, name, and meals. His or her family and caregivers can also have access to them. The hummable lyrics appearing on the screen like in karaoke will enable the person to remember the information enjoyably and musically over time.

    The songs have been written by Ogilvy and composed by Komorebi, an alternative electronic act from New Delhi, and the musical baby of Tarana Marwah – an Indian composer, singer-producer, and instrumentalist who has also lent her voice for the tracks on ‘Memory Karaoke.’ Further, to uplift moods and maintain humour MTV has collaborated with a young comedian on the initiative.

    “Music is a therapeutic tool for the mind, body and soul. Memory Karaoke will be an enjoyable, assistive aid for those with early Alzheimer’s to retain, reminisce and recall,” stated ARDSI  secretary-general and integrative therapist and dementia care specialist Vidya Shenoy.

    In an attempt to create a deeper impact, remove social stigma and reach out to a wider population, MTV has also joined forces with Alzheimer’s & Related Disorders Society of India (ARDSI) as knowledge partners for this initiative. ARDSI, an NGO affiliated with Alzheimer’s Disease International (ADI) is active pan India, and is recognised for providing specialised care services for those living with Alzheimer’s. MTV has also onboarded doctors for the initiative. The channel will leverage its widespread presence to initiate and empower professionals, students, and caregivers in Alzheimer’s month.

    “Growing up, we have all experienced how retaining new information would become easier whenever it was set to a tune. With the same being true for those with early Alzheimer’s, we wanted to create a platform where tracks could be customised by the family member by entering important information of the affected member as lyrics,” said Ogilvy Mumbai’s group creative director Akshay Seth and senior creative director Chinmay Raut. “Memory Karaoke offers personalised songs that can be practiced daily, resulting in better retention and recall over time. The mission is to introduce an enjoyable, daily ritual that takes away the frustration and helps the caregiver and the person with early Alzheimer’s to eventually sing in a manner comfortable to them.”

     The custom-made karaoke will be available on www.mtvmemorykaraoke.com.  

  • FreshToHome targets all things ‘Kal ka’ with its ‘Totally Fresh’ campaign

    FreshToHome targets all things ‘Kal ka’ with its ‘Totally Fresh’ campaign

    Mumbai:  As the IPL season resumes for its second leg, a Bengaluru-based meat, fish and fresh produce e-tailer FreshToHome has launched its new campaign “Totally Fresh” to nudge consumers to adopt a fresh way of buying fish and meat.

    Conceptualised by Ogilvy’s renowned ad maker Piyush Pandey, the campaign comprises twelve unique ads to create a multiplicity of delivering the message of ‘freshness’, which will be aired in eight regional languages to create an impact during the IPL matches, said the statement.         

    The campaign idea is rooted in a strong cultural insight of where anything stale or old is referred to as ‘Kal ka’ colloquially. Through the campaign, the brand brings to life its core of fresh, chemical-free products sourced directly from farmers and fishermen.

    The ad films show young couples engage in fun banters replete with quick repartees, sometimes subtle sometimes over the top, but all done in good humour. At the end of every banter, they concur that the freshest idea is the one enabled with FreshToHome meat and seafood. 

    “By coinciding with the IPL, our campaign encourages everyone to opt for fresher methods of cooking fish & meat dishes and enjoy the relishing wholesome meals with our range of fresh products,” said FreshToHome CEO and co-founder Shan Kadavil.

    “FreshToHome is about fresh products. Our advertising has chosen to be fresh with relatable people who share a relatable, fresh and healthy relationship,” added Ogilvy executive chairman Piyush Pandey.

    Launched in 2015, FreshToHome, expanded its India operations and extended its services to Chandigarh, Panchkula, and Mohali earlier this month, after gaining ground in Bengaluru, Tamil Nadu, Kerala, Hyderabad, Pune, Mumbai, Delhi/NCR, and Jaipur. 

  • Cadbury’s iconic cricket ad gets a contemporary twist

    Cadbury’s iconic cricket ad gets a contemporary twist

    MUMBAI: Confectionary giant Cadbury surprised its consumers on Friday, as it released its iconic 90’s ad – ‘Asli swaad zindagi ka’, albeit with a contemporary twist.

    Decades later, the heartfelt ad remains true to its original idea almost frame-to-frame. There is a nail-biting cricket match in progress, the scoreboard reads ’99 not out’, and the batter is gearing up to face another ball. A young spectator sitting among the crowd of well-dressed audience watches anxiously while biting into a Cadbury’s Dairy milk chocolate bar, muttering a silent prayer as the player goes for a big hit.

    The stadium erupts in joy. Only this time, the cricketer batting at the crease is a woman. The ad released on Friday, showed a young woman cricketer scoring the winning run as her male friend makes a dash towards the field, dodging the security guard. He dances with the unabashed glee reminiscent of the original film, celebrating his friend’s smashing performance, as she watches him in delight and the crowd cheers on.

    The refreshed version of the brand’s iconic campaign, conceptualised by Ogilvy India wishes good luck to the Indian women’s cricket team, with a rousing message of #GoodLuckGirls.

    “It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez and at Ogilvy has made this magic, made it relevant, exciting and so did Cadbury, in its bold and front foot fashion,” said Ogilvy, chairman global creative & executive chairman India, Piyush Pandey.

    The 1994-released Cadbury Dairy Milk campaign directed by Mahesh Mathai, featuring model Shimona Rashi with the memorable jingle ‘Asli Swad Zindagi ka’ is fondly remembered till date. It not only changed the perception that chocolates were only for children but it also broke away from the stereotypical ‘prim and proper’ image towards adulting- appealing to the child in all of us, giving way to an unbridled expression of pure joy. The brand once again succeeds in breaking notions- this time associated with the game once referred to as a ‘gentleman’s game’- while bringing back nostalgia, with a present-day take.

    “The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all-girls team who thought of it and hats off to Bob from Good Morning Films for making it so well,” said Ogilvy India chief creative officers Sukesh, Harshad, and Kainaz, while talking about the latest campaign.

    The film couldn’t have come at a better time with the ‘girls in blue’ all set to compete with the Aussies in the upcoming series against Australia, Down under. Indian women’s cricket is growing in popularity and attracting great interest from viewers and advertisers alike.

    “From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day, and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporising an iconic campaign is our way of recognising the changing times and extending support to all the women trailblazers,” said Mondelez India senior director – marketing, Anil Viswanathan. “We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one.”

    Well-played Cadburys and Ogilvy!

  • Titan launches ‘Solidarity Collection’ celebrating human compassion

    Titan launches ‘Solidarity Collection’ celebrating human compassion

    Mumbai: The year 2020 has nudged the world to prioritise the values of community and enhanced empathy towards each other. It is this mass movement of coming together in the hour of need, leaving self-interest aside is one that deserves recognition and celebration, said Titan as it releases its new collection.

    The watch brand’s latest collection is a symbolic special edition set of watches where the dial has a circular design represented by people coming together – showing solidarity. The communication is aligned with the current consumer sentiments and helps to bring out the larger cause of celebrating human compassion and solidarity, said the company.

    “The Solidarity collection is a tribute to the people who stood by each other in their hour of need. It celebrates the human spirit of solidarity, that triumphed against all odds to bring hope in bleak times. So, it was only fitting that we do our bit too,” said Titan marketing head Sirish Chandrasekhar. “The watches are made with recycled metal and vegan straps, making it a timeless piece for the social and ecologically conscious. To further this initiative, we have ensured that all proceeds go to the Taj Public Welfare Trust.”

    The brand has also released an ad film created by Ogilvy Bangalore to celebrate the launch.

    EMBED : https://we.tl/t-gvCgiUhigw 

    Ogilvy India (South) CCO Mahesh Gharat said, “When Titan told us about their initiative to create a special watch as a tribute to everyone who helped fight the second wave, we knew it deserved different communication. The film showcases the interconnectedness of humanity. It is meant to serve as a reminder to us all that when people come together, they become invincible.”