MUMBAI: Fevicol has been conferred with Brand Campaign of the year at the CNBC-TV18’s 15 Indian Business Leader Awards (IBLA), for its new ad campaign celebrating Fevicol’s 60 years milestone.
Conceptualized by Ogilvy, Pidilite’s creative agency, TVC reinforces the brand idea of ‘unbreakable bonds’, with the tagline ‘Barson se Barson Tak’. The film beautifully highlights Fevicol’s journey over the years in its typical human and humorous fashion. It further showcases the strength of Fevicol, while drawing parallels with the changing paradigms of Indian social and cultural scenario.
The award was presented by Minister of Finance Nirmala Sitharaman to Pidilite Industries chairman M.B. Parekh, Bharat Puri, Pidilite Industries managing director Piyush Pandey, Ogilvy worldwide and executive chairman India chief creative officer Prasoon Pandey, Ad Filmmaker, Corcoise Films.
Pidilite Industries managing director Bharat Puri said: “We are delightful and honoured to receive such a prestigious award. Fevicol, over 60 years has been one of the most trusted brands in Indian households. The brand is loved by consumers for its reliable performance as well as contemporary advertising and the 60-year campaign salutes this long-standing relationship with consumers and contractors.”
The campaign that won a million hearts also received phenomenal engagement on social media. The 90-second creative received 113 million completed views on various digital platforms apart from the innumerable shares on WhatsApp groups. The innovative usage of digital channels to propagate the campaign creative as content on OTT platforms such as Hotstar, Zee 5 struck a chord with the netizens.
The award sought to recognize the most impactful mass media/ advertising campaign and the jury members shortlisted the nominees based on criteria such as campaigns/communication that has been acknowledged and featured at industry forums, panels, and awards.
MUMBAI: Mondelez launched a new campaign for its new Cadbury Chocobakes to celebrate the sweet secrets in all of us. The 'Meetha Chuppa Rustom' campaign has been conceptualised by Mondelez India and Ogilvy. It showcases the bonding between a pregnant mother and her naughty son after he returns home from school. The thematic shows how the mother reveals the sweet secret of her young boy as he discovers the chocolaty filled center of the new Cadbury Chocobakes Cookies.
Mondelez India associate director – marketing (biscuits) Sudhanshu Nagpal said, “With the launch of the latest TVC for Cadbury Chocobakes, we intend to bring out the Meetha Chuppa Rustom hidden in all of us and the joy of discovering the same in our loved ones. Much like how you would feel when you discover your most loved Cadbury, now in a cookie! In India, our vision specific to the Biscuits category is to ‘introduce delicious, consumer-relevant products’ weaved into daily consumption occasions. The launch of Cadbury Chocobakes is a testimony of our efforts to increase consumer relevance in a changing food landscape, to accelerate our growth momentum.”
Ogilvy India CCOs Kainaz Karmakar and Harshad Rajadhyaksha said, "It is not very often that an agency team gets to work on the launch of a new product. And when that new product is from Cadbury, the excitement is that much special. While adhering to the brand values of the world of Cadbury, we had to create a fresh personality and proposition for this new category we were getting into – Chocobakes, baked items with Cadbury inside. Along with our team of Akshay Seth and Chinmay Raut, we started discovering and working on possible spaces. And the light-hearted yet insightful space of 'Chuppa Rustom' seemed most apt and something which could define Cadbury's presence amidst baked goods. And of course, Vivek Kakkad has brought alive the storytelling splendidly through his direction."
MUMBAI: National Payments Corporation of India (NPCI) in association with the payment ecosystem players have co-created an industry campaign “UPI Chalega” to promote UPI as easy, safe, and instant mode of payment. The campaign is aimed to guide users towards the right usage of UPI and help create a habitual change, use of UPI in their daily life. The campaign also focuses on safety aspects while transacting on UPI enabled apps.
The campaign targets the Indian smartphone users to guide them on the ease of using UPI through various use cases where UPI can be used instead of cash or any other payment mode. The campaign targets users across all ages and aims to promote how to safely use UPI. UPI Chalega campaign educates customers about using UPI for their daily expenses such as at the vegetable shop, petrol pumps, restaurants, e-commerce, bill payment, etc.
Campaign’s creative agency Ogilvy & Mather (O&M) has created a relatable character, Mrs Rao, who is the mouthpiece of the brand UPI. Whenever there is a cash crisis at hand, Mrs Rao appears as the voice of reason, and introduces UPI transactions as the simple solution to the problem. In the six TVCs, the story is satirically narrated by Mrs Rao who gently reprimands the viewers for their faith in the old ways of buying things and splitting bills. The ad films end on an instructive note, ‘Batwe ke jagah mobile nikalo; len den ki nai aadat dalo’.
The 360-degree campaign uses various media channels like television, cinema, outdoor, digital and radio to drive the traffic to UPIChalega.com microsite. This microsite has TVCs, ‘how to’ videos about using UPI safely, information about live banks and third party Apps as well as social feeds among other information. From Registration process, what’s a UPI id, pin change, complaint redressal, sending money, PIN secrecy to the uniform UPI payment page that users should always remember, the campaign covers everything in the how to videos in UPIChalega.com microsite.
NPCI COO Praveena Rai said, “We are excited to announce the launch of “UPI Chalega” campaign. We believe this campaign has extreme potential to educate users, exponentially accelerate the adoption rate of digital payments and support our vision of a less-cash payments economy. We are happy to associate with our member banks, payment service providers and third party Apps and design this fun-filled and educational UPI awareness campaign. We hope the highlight of our campaign, Mrs. Rao, would motivate customers to shift to easy and safe UPI payments and restrict the usage of cash.”
SBI DMD strategy and chief digital officer Swaminathan J said, “SBI as a founding member of NPCI is happy to be a part of FLAC (Financial Literacy & Awareness Campaign) committee to create awareness and increase the adoption of UPI. Over the years, endeavor of SBI has been to promote safe and convenient digital payment methods including UPI among its customers. It is important for the payment eco-system to constantly educate and inform customers about UPI as the simple, instant and one of the most secure modes of payment methods in the country.”
FLAC (Financial Literacy and Awareness Campaign) Committee chairman and Kotak Mahindra Group CMO Karthi Marshan said, “This is possibly the first time that banking, payments and fintech players are coming together with NPCI to promote safe usage of UPI via a massive multi-media campaign that aims to provoke interest as well as educate in an engaging manner. It’s been a privilege for me to work with my peers and NPCI in championing this truly important agenda, of leading India to a less cash, more digital economy. Digital money is the simplest alternative to carrying cash. And it’s safer. But most consumers aren’t aware of that. They still rely on cash for most of their transactions. We wanted to come up with a simple creative solution that encourages behaviour change. Our message – UPI chalega – is a short and effective trigger.”
DELHI: With the society and media & entertainment industry getting more serious about issues like inclusivity and women rights in their approach, it becomes tactical to harness campaigns that rely on very gendered aspects of one’s nature. There have been several instances of brands stepping on the wrong side to attract great backlash from the consumers. But one brand that doesn’t fail to do it right every time is Imperial Blue with its ‘Men Will Be Men’ spot. Even though it has been subject to a lot of scrutiny when it comes to social movements, the campaign never fails to resonate with the audience with its crisp, tongue-in-cheek, and responsible humour.
This year’s edition, titled ‘Heartbeat’, created by Ogilvy & Mather, received a similar response from the viewers as it went viral across three continents. It had managed to get 20 million impressions on social media in just 5 days of the launch and its popularity is only growing with each passing day.
Talking about the spot to Indiantelevision.com, Pernod Ricard India general manager marketing, Seagram’s whiskies Ishwindar Singh shared that he was surprised to see the level of engagement the campaign got on digital media.
Elaborating on the gendered nature of the ad, Ishwindar admitted that the brief for the particular campaign is any agency’s nightmare. “We want it to be crisp, within 20-seconds, without any dialogues, comic but not slapstick, and there should be no objectification of women,” he said.
Singh added that this year, the aim was to create it from a woman’s perspective. “This year, we have looked at the whole act of ‘men will be men’ from a woman’s eyes. This is a historic campaign, and if you would have looked at it 10-years-ago, the whole story was from men’s perspective. The scenario back then was very different. There was no concept of objectification of women. This time, we have got the female character at the centre-stage.”
He also noted that this inclusivity was not only at the creative level but the team working on the project comprised of a good number of women. Even the creative director from Ogilvy’s team, Ritu Sharda, gave a fine women’s angle to the story.
The campaign was launched with a digital-first strategy and will be launched across TV channels. Speaking about the strategy, Singh said that the brand will be targeting sports and music programmes with the spot.
Talking about the digital-first approach, Singh shared that launching the ad on social channels first helps the brands understand if the campaign will fly on its own or will need media push to travel. He insisted that the constant feedback received on social media helps the marketers gauge the full potential of a campaign.
MUMBAI: Celebrating Valentine’s Day with a refreshing take, Skinn by Titan in collaboration with The Timeliners has released a new digital short film, It’s a date. Conceived by Ogilvy Bangalore the short is a heartwarming story of modern love – not limited to romance between couples, but also the affection for people who are important to you.
The film is a celebration of the unique bond between two best friends. Initially, one would assume that the protagonists are a live in-couple. Soon after, they would assume that the male lead is about to propose. Only later they would realise that the gift was no more than an expression of platonic love towards his flatmate and that his date is with another male friend.
Titan Company Ltd marketing head fragrances Ankit Kasliwal said, “There are often many things which remain unsaid in a relationship & even when you want to say sometimes the words aren’t just enough to convey a gamut of emotions. Gifting a Skinn perfume is a very warm, thoughtful & personal gesture which the protagonist does in the film to convey his feelings to his flatmate. The film is progressive in the brand’s take on not limiting love to certain boxes and boundaries.”
TVF global head – content and business Rahul Sarangi quoted, “Youth today have strong opinions, preferences and feelings that they don’t hold back. With changing trends, Skinn by Titan has struck the right chord and has taken a great route to bring to life the openness of today’s time. We are delighted with this partnership with them for 'It’s a date’ and our aim is to ensure that the thought reaches far and wide as well as to the right audience.”
Wavemaker VP Kishan Kumar said, “Skinn, as the brand signifies, wanted to take a contemporary approach on this Valentine’s Day. We believed the best way would be to strike a powerful communication which personifies Skinn as an enabler of love and friendships. So instead of building the usual pressure of finding a date, the team along with Ogilvy and The Timeliners co-created ‘It’s A Date’ – a heartwarming story of modern love.”
MUMBAI: It's added another feather to its cap. And not very surprisingly it's for brand and media effectiveness. Star India has trumped the Advertising Club Mumbai's coveted Effie client of the year Award for 2020. It bagged this honour jointly with the marketing behemoth Hindustan Unilever Ltd (HUL).
The Advertising Club's EFFIE Awards for 2020 were hosted at Mumbai's Taj Lands Hotel last evening and were presented by Colors. The awards, which have become a benchmark of effectiveness and breakthrough brand and media strategies, also saw both McCann Worldgroup India and Ogilvy Group being annointed jointly with the agency of the year title. The Grand EFFIE was sweetly pocketed by EightyTwo Point Five Communications for its Bisleri Packaged Drinking Water – “Samajhdar Jante hai" campaign.
Said the Advertising Club president Partho Dasgupta : “I would first like to congratulate all the winners of the awards. Winning an EFFIE has always been a matter of great pride for every marketer and each of the winners are truly deserving of this recognition. EFFIE India Awards 2020 continues to be the highest honor in innovation and effectiveness and with this award we continue to be committed towards recognizing and rewarding thought leadership showcased by brands and advertisers.”
Added EFFIEs chairperson Mitrajit Bhattacharya: “Like every year, this year to we saw some of the best and game changing work being entered for the awards. The superior quality of work has led to the marquee award categories like client of the year and the agency of the year for the first time in the history of the EFFIE’s being won by not one by two winners each. We are sure that the continuous evolution of the awards to reflect the changing media landscape by adding new and relevant categories will ensure that the awards continue to stay relevant and highly coveted.”
MUMBAI: Kellogg’s, India’s leading breakfast cereal brand, launched a new campaign titled ‘Breakfast Se Badhkar’. The campaign is brought to life with a multimedia and multilingual film and looks to partner mothers in their daily attempt to provide nutrition to their children in time-pressed mornings.
The campaign takes on a unique approach by narrating the perspectives of children through the film. They are seen engaging in everyday settings like a playground, in the classroom and in extra-curricular activities. The film then brings out mother’s aspiration in helping her child achieve those tasks with an emotional appeal of offering ‘ek chammach aur’, translating to one extra spoon of food in the morning. It’s her attempt of urging her child to perform an extra task during the day to achieve that daily triumph, academically or beyond. The film finally ends with showing a bowl of Kellogg’s cereal with milk as a nourishing option of a balanced breakfast which has the ‘Power of Five’ – energy, protein, calcium, iron and vitamins.
The new communication has multiple legs, including a digital film on YouTube, a film in multiple languages on television across multiple genres, targeting mothers between the age group of 25 – 44, and mother advocacy blogs propagating the importance of a balanced breakfast in line with Kellogg’s own offerings.
Kellogg South Asia director marketing Sumit Mathur said, “As an organization, we live by the purpose of ‘Nourishing India’s Potential’. We have demonstrated it in several ways. We recently announced our ongoing programme of offering a bowl of Kellogg’s cereal with milk to children from underprivileged sections of society as daily breakfast. We are also on a mission to drive a behavioral change to many urban Indian consumers who skip or skimp breakfast due to lack of time. The new Masterbrand campaign is our attempt to bring alive our purpose and drive this behavioral change. The film explains how breakfast is the morning hero to help achieve children their best that day and every day. This insight is supplemented with an endearing and relatable touch where a mother’s concern for her kid is captured in the phrase ‘ek chammach aur’.”
Ogilvy executive creative director Anurag Agnihotri said, “A mother usually wants her kid to eat just a bit more. We took this insight to mean that every time a mom says to her kid, “ek chammach aur kha lo”, what she actually wants is “to push a bit harder everyday”. ‘Ek chammach aur’ is the insight that has gone into Kellogg’s latest communication. The stories are told from the kids' point of view. Engaged in some activity or sports, they charm the viewer by demonstrating what is it that mom means when she coaxes them to eat just a bit more. In the process, Kellogg's is seen as a great option for every morning, a breakfast which is ‘Breakfast Se Badhkar’.”
MUMBAI: Ogilvy has announced the appointment of Shouvik Roy as president & head of office, Ogilvy Delhi. Having over two decades of experience in brand consulting, design, marketing and advertising, Roy will join Ogilvy Delhi on 5 December 2019 and will report to Ogilvy India CEO Kunal Jeswani.
Welcoming Roy on-board, Jeswani said, "Shouvik Roy brings a width of rich capability to Ogilvy. He will lead Ogilvy Delhi and help us shape its future. His strong, varied experience will help us stay ahead in a volatile, changing communication environment. And his warmth, compassion and love for great ideas will ensure our culture and our creative reputation continue to thrive."
Roy has earlier worked with firms like HCL, GE Capital, and DDB Mudra. He has also been a co-founder of two successful startups in the brandings, design and communications space – an entrepreneur whose previous firm Brand Planet (Elephant) got acquired by YAAP in 2016. Recently, he exited YAAP as a senior partner.
Commenting on the development, The Ogilvy Group chief creative officer, worldwide & executive chairman, India Piyush Pandey said: "Talent is the lifeblood of our company. Shouvik is a refreshing new talent who will bring new skills to Ogilvy India. We are excited to have him on board and partner him on his new journey at Ogilvy. Delhi is one of our finest offices with a great young team and a fantastic client portfolio. I’m sure Shouvik will do a great job of leading the work, our clients and our people.
Roy has lived in Delhi NCR for over 20 years after moving from Mumbai. He will be responsible for a robust portfolio of clients including Dabur, Pernod Ricard, KFC, BMW, Coca-Cola, Perfetti Van Melle, Uber, Eicher Motors, Mother Dairy, Philips, Voltas, Max New York Life, American Express and many more.
“I am delighted to join an organisation that has been a lifelong inspiration for me. The advertising industry is seeing rapid change and I hope that I will be able to play a meaningful role in shaping it and make it work for Ogilvy. I am looking forward to working closely with a very bright young team here in Delhi NCR and to my interactions with the industry stalwarts at Ogilvy,” Roy said.
MUMBAI: Brands and agencies advocated for Facebook’s 10-second-long ad format at the inaugural Thumbstoppers Summit, organised in Mumbai on 9 October in the presence of representatives of all the top industry players from the country including creative magnates like Wunderman Thompson, Ogilvy, Dentsu Aegis Network and brands like Vodafone and Hindustan Unilever.
Speaking at the event, Unilever general manager-media (South Asia) Gauravjeet Singh said that shorter ad formats like these can help the brands do 40 per cent savings on PnL.
Facebook India director and head, global marketing solutions (GMS), Facebook India Sandeep Bhushan mentioned that shorter ad formats of around 10 seconds, which can work without sound with the first frame that can insist the user to click and provide consistent branding, have the ability to garner an 11.3 per cent increase in recall value and 5.4 per cent increase in brand income.
The event saw the presence of creators like rapper Naezy, and film producers and directors Kiran Rao & Zoya Akhtar who talked about the importance of good content and shorter ad formats.
Rao shared that it seemed a little difficult and exciting to create stories within 8-10 seconds when she first started working on this Facebook initiative in the month of February this year, but during the course she realised that the focus has to be on that one moment of emotion that captures audience attention.
Thumbstoppers is an industry-first program in partnership with leaders from the advertising industry – Wunderman Thompson, Ogilvy, Leo Burnett, McCann MullenLowe Lintas Group, and Dentsu Aegis Network. In the last five months, almost 1000 creative professionals have been trained from 56 agencies to help drive effective business results for their clients, and cater to wider consumer sentiment.
MUMBAI: BMW India wants to give out a very simple message: there are some things in life that you can best enjoy only when young. And the one thing that’s right on top of that list is, of course a BMW. To bring alive this campaign, Ogilvy created a series of films that show us the numerous things we miss out on when we delay the prospect of buying a BMW. It then goes on to explain how you can experience all of this with a financial plan, the BMW 360° Plan, that makes purchasing and maintaining a BMW absolutely easy.
Ritu Sharda, CCO, Ogilvy India (North): 'Best enjoyed young' is a great way to describe when to get a BMW. Sheer driving pleasure has always been for those who are young at heart. With the BMW 360° Plan, a BMW becomes more accessible and no one should have to miss out on the many experiences it can get you.
Pallavi Singh, Director Marketing, BMW India: BMW is a brand that is built on performance and driven by passion. It has a young heart with a storied past. The current campaign thought stems from the millennial customer’s mindset of the Fear of Missing Out. It encourages people to experience Joy now while reinforcing the belief that being young and bold is merely a mindset. We become an enabler for the user through our products and through this campaign we also address cost of ownership barriers. We have consciously tried to move away from tactical communication that has become the norm in the segment and are focusing more on people, emotions and experiences. At the same time, the campaign story weaves in a strong message of our BMW 360 programme, which is very contextual to the user.
