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Tag: Ogilvy

  • Ants Digital appoints Sai Krishna as South branch head

    Ants Digital appoints Sai Krishna as South branch head

    Mumbai: Ants Digital, a Gurugram-based tech-led marketing agency, has appointed Sai Krishna as branch head for the southern region. Krishna will be based out of Hyderabad and overlook the operations for all the key markets in the South, said the agency.

    Krishna comes with over 15 years of experience in the field of marketing, creative and advertising and has worked extensively across the corporate, social, and government sectors. He joins Ants after working at E&Y where he was responsible for strategic business consulting. In the past, he was associated with Ogilvy, where he worked on crafting key communication for the state of Andhra Pradesh through creative, digital, and electronic media.

    Commenting on the new appointment, Ants Digital CEO Sanjay Arora said, “Ants has been consistently moving forward and with his appointment, the company will reinforce its operations in the southern region. Sai brings a good understanding of the South market and has vast experience in digital, creative strategy, and planning, which will add immense value to our clients and the team while exceeding service levels and client delivery. The South region has great potential and our current client base has given us a lot of confidence to invest more in this market. For Ants, both North and West markets have been performing very well and now South is emerging as a potential market to grow.”

    A post-graduate from Sri Sathya Sai Institute of Higher Learning, Krishna has also worked for the Government of Andhra Pradesh scaling up the communication initiatives to give a fillip to the medical technology sector in the state.

    Speaking on his new role, Krishna said, “Ants has been scaling its business in the South market and I am really excited to build and grow this further. South has some very interesting brands and corporate houses. The digital prowess and unique mix of service offerings of Ants will bring value to clients here.”

  • Cadbury Celebrations launches its special campaign #MyFirstRakhi

    Cadbury Celebrations launches its special campaign #MyFirstRakhi

    MUMBAI: This Raksha Bandhan, Cadbury Celebrations-the much-loved chocolate brand has decided to celebrate the festival by making a meaningful difference to a child’s life through its special campaign – #MyFirstRakhi.

    Many children with physical disability in the country miss celebrating this festival, among other crucial life experiences. To truly bring a meaningful difference to the lives of these children and help them celebrate this moment of joy in the most fulfilling way possible, Cadbury Celebrations has partnered with Social Hardware- an organisation working towards providing assistive devices and rehabilitation services to underserved communities- to develop a unique sensor-based prosthetic arm that will let these children feel the sense of touch, an integral part of growing up.

    Building on the same sentiment is the campaign film that beautifully captures the story of a sister and her physically disabled older brother, Shubham who yearns to experience the feeling of a Rakhi tied around his wrist. The feeling is brought to life as the brother’s wish is fulfilled with a low-cost sensor enabled prosthetic hand advised by his doctor. The story sees a sweet ending as the older brother enthusiastically prepares to experience his first Rakhi, tied onto his wrist by his equally excited little sister. The brother, for the very first time in his life, is able to actually feel the sensation of the thread symbolising the bond they share, through his sensor-enabled prosthetic arm.

    While these children often opt for prosthetic hands to help them build their lives, the journey for them is a long one, where as the child grows up, the prosthetic arms recommended change, based on various factors. They typically start with basic prosthetic arms which lack the sense of touch, a very important sensation in their formative years. The chocolate brand has pledged to provide these low-cost sensor-based hands to many children across the country by continuing to partner with Social Hardware in the coming year.  

    Mondelez India senior director – marketing, Anil Viswanathan said, “For years now Mondelez India has been an innate part of festivals and occasions like Raksha Bandhan, and has redefined the joy of gifting and shared moments with Cadbury Celebrations. Through #MyFirstRakhi, we wanted to make a meaningful difference to the lives of these kids who don’t get to experience festivals like we do. To celebrate Rakhi you need to feel the touch of its threads and hence we provided a solution to give them a sense of touch. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign promises a new start for children who have missed experiencing the joy of celebrating this festival in its truest sense.”

    Commenting on the campaign, Ogilvy India chief creative officer Sukesh Nayak, said, “Raksha Bandhan is a very special festival celebrated across the country. With #MyFirstRakhi we are helping ensure that every brother who has so far missed experiencing the joy of celebrating this festival, can now feel the bonds of this beautiful relationship on his hand.”

    The campaign will be led with a digital film and further amplified through social activations along with innovative OOH advertising.

  • Thums Up’s Olympics 2020 campaign celebrates hope and resilience

    Thums Up’s Olympics 2020 campaign celebrates hope and resilience

    New Delhi: As India enters its 100th year of participation at the Olympic Games this July, Thums Up has set out to celebrate the historic feat and salute the real heroes – the athletes who overcame tremendous odds to reach where they are today. The home-grown brand on Wednesday announced its worldwide partnership with the international event which is set to begin in Tokyo Games to be held in Tokyo on 23 July.

    As part of the partnership, Thums Up has launched its new campaign – Toofan wahi jo sab palat de, that tries to capture the mood of not just the athletes representing India at the Olympic Games, but the entire nation. “The upside down Thums Up bottle is a visual symbol that celebrates determination, strength, and the fierce challenger spirit,” said the company on Wednesday. “Every bottle in the hand of every consumer is now also their voice to ‘Palat De‘ all the naysayers who say they can’t or shouldn’t do it.”

    Ogilvy India, chief creative officer, Sukesh Nayak said, “Completely turning the conversation upside down, it’s a game changer that takes the brand a notch higher. We believe it very well captures the emotion of the nation, when it comes to the Olympic athletes, our real heroes.”  

    According to the company, the task at hand was to create a brand shift, without taking away anything from it and to make the campaign relatable and emotional, without disturbing the DNA of the brand. The first film was launched on Tuesday, which was directed by Shashanka Chaturvedi in association with the production house- Good Morning Films. The uplifting tone of the campaign perfectly complements Thums Up’s repositioned brand message of resilience and real heroism of everyday people.

    Ogilvy India (north), chief creative officer, Ritu Sharda said, “All of us have faced these naysayers, telling us what we can and can’t do. The emotion is real and relatable. And that’s why we think the idea is going to cut through the masses and turn into a cheer-storm for our athletes. Of course, the idea lives beyond a campaign and is a personal statement for anyone to say ‘Palat De’ to any challenge”

    Coca-Cola India and Southwest Asia, vice president and head of marketing, Arnab Roy said, “Consumers are at the heart of Coca-Cola’s beverage portfolio. The company is acutely attuned to their preferences and continuously looks at innovative ways to connect people with our brands. Our partnership is a statement of empowerment, and our intent is to instill the ‘thunder’ of hope and strength amongst our consumers. The new upside down Thums Up bottle is a visual symbol of resilience that people showcase in their daily lives, against all odds.” 

  • BBDO India appoints Krishna Mani as CCO

    MUMBAI: The media and ad agency BBDO India has announced the appointment of Krishna Mani as the chief creative officer (CCO) for their Delhi office. Mani has previously worked with Dentsu and Ogilvy.  

    Krishna brings with him a rich background in advertising, having nearly two decades of brand work that involves many accolades including Cannes Lions nominations at Ogilvy Delhi, and a brief stint at Dentsu.

    Talking about Mani’s appointment, BBDO India chairman and CCO Josy Paul said, “It was love at the first chat! It was instant creative chemistry! Sometimes you just know when you’ve found the right creative partner. Thrilled to have Krishna Mani lead the creative culture and product of BBDO in Delhi. Krishna’s work is legendary, his craft is brilliant, and his focus on where advertising is going is exciting. Together we’ll hit the sweet spot where the media meets the idea. Along with our youthful and diverse talent, we believe Krishna Mani will create greater value for our clients as he pushes the industry forward.”

  • Ogilvy appoints Liz Taylor as global chief creative officer

    Ogilvy appoints Liz Taylor as global chief creative officer

    New Delhi: Ad giant Ogilvy announced outgoing Leo Burnett executive Liz Taylor as its next global chief creative officer. With this, Taylor becomes the first-ever woman to hold the top position at the WPP’s creative agency.

    She replaces Piyush Pandey, who is taking on a new role as chairman of global creative. He will continue to serve as chairman of Ogilvy India.

    In her new role, Taylor will be responsible for overseeing Ogilvy‘s creative product across 132 offices in as many as 83 countries. She will also lead the agency’s five business units including advertising, public relations (PR), experience, health, and growth & innovation.

    “Liz is a modern creative leader who leads from the front and understands that magic happens when we create and innovate at the intersection of our world-class capabilities and talent. I know her experience creating big, multifaceted ideas will only further strengthen Ogilvy’s ability to drive world-changing, life-changing, business-changing impact for our clients,” said Ogilvy’s global chief executive Andy Main.

    She returns to the agency after a two-year stint at Publicis-owned Leo Burnett where she held the position of global chief creative officer till last month. An award-winning creative leader, Taylor has worked on a wide range of clients including Bank of America, Facebook, Boeing, Budweiser, Gatorade, Kellogg’s, McDonald’s, P&G, Walmart, among many others.

    “There is something special about being able to come back to Ogilvy and join a team that is taking this iconic company into the future. Creativity has the power to change everything and I’m looking forward to working with Ogilvy’s incredibly strong global network of creative talent to inspire people and brands to have an impact on the world,” Taylor on her new role.

  • Network Advertising appoints Pooja Nair as VP – strategic planning

    Network Advertising appoints Pooja Nair as VP – strategic planning

    NEW DELHI: Network Advertising has strengthened its account planning division with the inclusion of Pooja Nair as VP – strategic planning. Nair comes with an experience of over 16 years and has worked in agencies like Ogilvy, JWT, Publicis, Saatchi (Colombo), Percept, and TBWA. She has considerable experience in handling cross-category brands like Huggies, Ponds, Bosch, Nutrela, Garnier, Godrej, Head & Shoulders, Oil of Olay, Electrolux, Allen Solly, Standard Chartered Bank, and many more.

    Network Advertising chief strategy officer Sunit Khot said, “We are glad to have Pooja on board the Network team. Her cross-category experience coupled with her natural curiosity will be invaluable to us in strengthening our integrated offering that is based on a strong strategic foundation.”

    Nair said, “What attracted me to Network is their philosophy of integrating Strategic Planning across all their functions, which essentially makes every Networker a thinker. I am looking forward to my role to enhance this already strong thinking culture within Network. The exciting cross-category roster of clients and the agency’s integrated offering makes it a dream for any strategic planner.”

    Network Advertising MD Vinod Nair said, “An integrated agency like Network needs to consistently over-deliver in the thinking area to bring alive our commitment to the brands we work on. Pooja is a welcome addition to the Network family and another brain to keep working on our mission of doing right by the clients we handle.”

  • Guest column: Brandsville beckons ‘genuine’ empathy

    Guest column: Brandsville beckons ‘genuine’ empathy

    GURUGRAM: The article is inspired by the great recent occurrences in Brandsville and published in the interest of all creative thinktanks in our fraternity.

    WhiteHatJr lost its battle too soon. But it has jolted us marketers to think and analyse. The takeaway of the entire episode is that consumers are as well informed as the brand and can’t be considered naïve no more. An implication of information technology, it is one of the first times when we saw an uprise in India’s burgeoning knowledge society. Empathy is an aptitude that enables us to feel and express what someone else is feeling. It is something that is offered and brands have an advantage there.

    Consumers simply don’t want to purchase products. They want to make connections and relationships. There are many factors that add meaning and purpose to a brand, and they can all be derived from one source – empathy.

    Today’s consumers are not only interested in consuming content. Rather, they are actively seeking out content that prompts change, in both themselves and the world around them, allowing brands to build an emotional connection with their audience.

    The ability to think about the world from someone else’s point of view is an absolutely critical quality that content marketers must possess. The sanctity of a brand’s empathy is in creating a shared journey with the target audience. When we start interacting with our customers in a more personalized way, it will make them feel special. That catalyses brand value.

    Brands’ Dos and Don’ts for 2021

    The brand should act on the value to treat consumers as people (Well, this should be followed at all times nonetheless). Brands should demonstrate the values through supportive actions for all stakeholders.

    The brand should not get involved only in virtue signalling, which is only backing an idea to look good in public. It implies the brand entering a hibernation without communicating with the consumers, signalling an overly opportunistic behaviour in times of uncertainty.

    eBay prides itself on its rich history of launching small businesses and had an idea to make it a bit easier for these smaller organisations to make it through this tough time. To help out during the Covid2019 outbreak, eBay in California, started its ‘Up & Running’ program, an accelerator program pledging $100 million in support for small businesses and making eBay Store free for three months. With this support offered by the brand the small businesses will have a better chance of surviving the pandemic. The program will help them connect at a personal level with the aspiring entrepreneurs and it is equally impactful than an ad campaign.

    Some famous brands have also used this key ingredient in their branding recipe to add a purpose. Ogilvy’s Cadbury advertisement released during Diwali starts with a most intriguing line: “Not just a Cadbury ad.” The brand has tried to reach out to 1,800+ local retailers, across 260+ pin codes, whose businesses are promoted locally through this ad. The brand has been effective in evoking empathy among small businesses, who have received the worst blow of the pandemic’s economic fallout.

    The campaign is a great step to show that the problems faced by the people are understood by the brand. An assurance that it will do whatever is within its reach to help them out.

    Empathy branding isn't just a ‘feel-good’ technique

    Empathy allows marketers to step into the shoes of their target audience so they can better understand and respond to their wants and needs. Many times it is not just the core product offering at all. Emotion is like the lighthouse that guides the boats of consumer’s brand loyalty and their buying decisions. We have to create and algorithm that the consumers relate with and then create the marketing content which will put across the brand’s message in the most impactful way.

    One way to connect with consumers is to present an image of ‘realness’ This creates compassion and connection, presenting a brand as ‘just like you.’ Brands are using this very secret ingredient of empathy as a cherry on top of the cake.

    Empathy is about ringing the right chord with the individual’s emotions. Nike has a legacy of identifying and narrating inspiring stories of the indomitable human spirit. The sports brand's 2020 viral campaign received great praise online for its message of inclusiveness and perseverance as organised sports were immensely affected by the pandemic.

    The Covid crisis has created a very different situation for consumers of the travel industry. In August this year, Makemytrip came up with a digital campaign ‘Azaadi Wali Feeling' coaxing travellers to plan those much-delayed trips. Yet, it didn’t ripen enough for the traction desired. OYO Rooms took up the task around the same time to bring back consumer confidence with safety and hygiene towards travel. It launched the campaign ‘Road Tripping’ – Dekho Apna Desh. The articulately planned campaign hit the TG well and was rather engaging.

    At the end of the day, the simplest version of understanding what a brand is, is what your customers feel about you, what makes the company unique and understanding what the biggest needs and values of the customers are. Empathetic marketing follows the golden rule: "Do (treat) unto others as you would have them do unto you.” Let us remember that social distancing is for humans, not for brands.

    (The author is integrated marketing specialist at Topline Consulting Group. Indiantelevision.com may not subscribe to his views.) 

  • Wondrlab appoints Sandesh Shetty as lead integration director – west, experience platform

    Wondrlab appoints Sandesh Shetty as lead integration director – west, experience platform

    NEW DELHI: Platform-first martech startup Wondrlab has appointed Sandesh Shetty as lead integration director – west, experience platform. He will report to Wondrlab co-founder and managing partner – experience platform Vandana Verma. 

    In his new mandate, Shetty will infuse new-age thinking with conventional mediums of experiential marketing, helping clients in India’s western regions win in these spaces.

    Verma said, “Our recent acquisition of What’s Your Problem and our new operations in NCR are testimony to our growth and momentum. Bringing in experienced talent like Sandesh to support this unprecedented pace is the natural next step. His ability to understand offline experiential touchpoints and leveraging technology helps nudge products off the shelf for clients. Sandesh has the unique ability to merge the best of traditional cross-category thinking with contemporary platform-first experiential solutions. With his appointment, clients can leverage his stellar experience and expect a deep commitment toward solving their business problems.”

    Shetty has over two decades of robust experience in activation, experiential marketing and strategy. He has a wealth of knowledge when it comes to different experiential marketing touchpoints. His last stint was as senior vice president – experiential at Arc Worldwide, Publicis Groupe’s full-service shopper marketing and experiential division. Apart from this, he has held senior roles in agencies such as DDB Mudra, Ogilvy, and Kidstuff Promos. At Wondrlab, Shetty will now help apply martech solutions to the conventional mediums of experiential marketing such as events, activation, rural and shopper.

    Shetty added, “Platformisation is a revolution in the business of experiential marketing. None of the existing players addresses this need-gap to lead brand experiences in the right direction, effectively. My experience and understanding of this space perfectly match Wondrlab’s long-term vision. I look forward to creating innovative, immersive work for brands as I kickstart my exciting journey here.”

  • Asian Paints promises not only great painting, but a safe one too

    Asian Paints promises not only great painting, but a safe one too

    MUMBAI: Consumer requirements from their painting partners have evolved dramatically due to the ongoing pandemic. From finalising the perfect shade combinations, to following all the safety protocols and painting processes, to ensure a flawless look, the steps are numerous and chances of getting overwhelmed are fairly high.

    Asian Paints understands these evolving requirements and consumer concerns on painting their homes amidst the pandemic well. Hence, it has offered consumers a supervised ‘Safe Painting Service.’

    With Asian Paints Safe Painting Service, one can be rest assured their home is in safe and expert hands. This service provides a dedicated supervisor who ensures all safety protocols are maintained, and thorough site sanitisation is conducted. Under his supervision, the team of painters use the latest mechanised tools to deliver a flawless finish.

    In a brand new TVC developed by Ogilvy Mumbai, this proposition is told through a funny story of a couple, their inquisitive neighbour and the Asian Paints Safe Painting Service Supervisor who is taking care of everything.

    The campaign, devised for consumers in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana, has a mix of TVC, trade, digital and social media assets.

    Asian Paints MD and CEO Amit Syngle said, “Asian Paints has always been at the forefront of ensuring a hassle-free and great painting experience. With this new TVC, we want to ease all concerns people may have with respect to painting their walls and giving their homes a beautiful new look, without any apprehensions and with complete peace of mind. People can be rest assured that with a trusted brand like Asian Paints, the Safe Painting Service is the best in safety standards and home aesthetics. They can reimagine their homes and make them breathtakingly beautiful for the festive season.”

    Ogilvy CSO Prem Narayan said, “There is a strong emotional need amongst people to paint their homes to brighten the spirits and bring happiness. However, there is also the need of getting it done safely. Asian Paints fulfils that need brilliantly through the Supervised Safe Painting service. Its real differentiator is the 'supervisor'. Someone who takes the worry of ensuring things are done properly and safely, on their shoulders, rather than leave it to the customer. This advertisement builds on a local phrase ellam avar pattupar, which is used colloquially to say 'HE' will take care of everything. We feel communicating this will create awareness and convince a lot of people in Tamil Nadu to paint their homes now and bring the brightness and happiness they so eagerly seek leading up to Pongal.”

  • ITC Mangaldeep evokes scent of nostalgia in new spot

    ITC Mangaldeep evokes scent of nostalgia in new spot

    NEW DELHI: Incense sticks are a big part of India’s culture. People use them to offer their prayers to the gods and deities they believe in. The market for incense sticks is extremely huge and is growing at a rapid pace. According to KVIC, India’s agarbatti consumption is pegged at 1,490 tons per day, however, 760 tons per day is produced. 

    India's agarbatti industry is mainly in the form of cottage industry, a highly labor-intensive process with each incense stick being handcrafted. The market includes both organised and unorganised players that offer a variety of products, from premium, organic, to aromatherapy variants. Some of the national players include — Cycle, ITC Mangaldeep, Zed Black and others. These brands regularly advertise across mediums to reach out to their audiences. 

    Mangaldeep, the incense stick brand from ITC, has launched a new TVC campaign titled ‘The Tradition of Sandal’. The campaign aims to reinforce the sandal variant’s strong preference with consumers. Bhumika Chawla, the brand ambassador, plays the protagonist in the film and is seen passing on the tradition of Mangaldeep Sandal.

    The film revolves around tradition, nostalgia and legacy associated with the variant. The scent of Mangaldeep’s original sandal agarbatti takes the protagonist back to her childhood, to the tradition of making sandal paste with her grandmother for daily puja. Now Bhumika and her children continue the legacy of sandal with Mangaldeep original sandal agarbatti.

    ITC chief executive agarbatti and safety matches business Ravi Rayavaram said, “Devotion is the ethos of Indian culture, and when we talk about devotion, agarbattis inevitably become of immense significance. Our new communication celebrates the tradition of original sandal and its close association with the fragrance of Mangaldeep Sandal agarbattis.”

    Ogilvy group creative director Rajesh Mani said, “Sandalwood has a huge legacy in India; right from the ancient times to the modern. And now times are such that people are actively seeking solace in familiarity and nostalgia. The scent of real sandalwood never fails to evoke a sense of nostalgia in people. Creatively it’s a trip down the memory lane for our brand ambassador Bhumika Chawla when she lights up a Mangaldeep Sandal agarbatti. The fragrance of real sandal transports Bhumika to her childhood. In short, Mangaldeep Sandal evokes the fragrance of real sandal.” 

    The category is growing at a rapid rate of 10 per cent in the last couple of years. A wide variety of incense sticks are available in different shapes, sizes, colors, and fragrances at very competitive prices, from sandalwood to lavender, and rose to jasmine.