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Tag: Ogilvy

  • Ogilvy India’s PR capabilities shine at Asia-Pacific SABRE Awards

    Ogilvy India’s PR capabilities shine at Asia-Pacific SABRE Awards

    MUMBAI:  Ogilvy tops all agencies with 16 SABRE Awards, alongside impressive performances from competition at the Asia-Pacific SABRE Awards in Singapore on Friday.  Ogilvy India was particularly impressive winning 4 awards from the 16 and the India team also won the Best in Show for its “Where’s the DNA” campaign.

    Chief executive, public relations & influence, Asia Scott Kronick said, “The work our India public relations capability is undertaking to promote DNA testing at crime scenes is extremely important.  I am very proud of this team and thankful to all our partners.   This is the kind of assignment that not only wins awards, but it builds agency cultures and that is what it is doing for us.”

    The SABRE Awards Asia-Pacific 2019 ceremony took place in Singapore last night. Ogilvy topped all agencies with 14 Gold SABRE Awards, and 2 more that Ogilvy PR won for Australasian Consultancy of the Year, and Ogilvy PR’s Manila office's Jollibee Going Global campaign that won an IN2 SABRE Award. In total, Ogilvy took home 16 awards.

    The Ogilvy India team's "Where's the DNA" campaign won 4 Gold SABRE and Team Castrol India won 2 SABRE. The “Where’s the DNA” campaign triumphed over five other Platinum nominated campaigns for the Best in Show honors.

    Equally impressive are the wins by the Singapore team that won 3 Gold SABRES; Era Ogilvy and Ogilvy Taiwan took home 2; Australia, Beijing and Shanghai won a SABRE award each; Team Castrol India won 2.

    Ogilvy and its clients took home the most – 16 trophies –  the most, and this included 14 Gold/Diamond winners, ahead of BCW (10), Dentsu and Weber Shandwick (7), Adfactors and Current Global (4), Alexander PR and Edelman (3).

  • Shemaroo Entertainment’s guerrilla marketing ad lives up to its ‘masala entertainer’ positioning

    Shemaroo Entertainment’s guerrilla marketing ad lives up to its ‘masala entertainer’ positioning

    MUMBAI: Ogilvy Mumbai makes the most of Society Tea’s brand new campaign and proves that it is indeed ‘masaledar’ even when it comes to its advertising strategies. Society Tea has launched a new campaign ‘Masala Nahi Toh Mazaa Nahi’, which revolves around every Indian’s love for cinema and chai.

    With its latest masala tea TVC, Society Tea beautifully balances the emotions between our country’s two favourites — cinema and chai. And what better way to do it than the quintessential ‘Dadi Ma Ki Masala Chai’. The campaign is a 360-degree campaign with presence across digital, outdoor, print and television.

    Riding on the strategy of this campaign, Shemaroo Entertainment tactically took over a Society Tea outdoor in Mumbai with a guerrilla campaign. The Shemaroo outdoor ad goes on to agree with Society Tea outdoor to say,‘Toh masala chai ke saath ek masala movie ho jaye?’.

    Shemaroo being a multi-genre content provider brings alive the desi way of ‘unwind and chill’ for its viewers through their pure masala content. They promise to deliver masaledar joy to their viewers in whatever way they seek. Shemaroo claims to know the content that truly brings cheer and joy to Indians anywhere in the world. It brings entertainment – with a generous dose of Indian tadka.

    While the Society Tea ad reveals the perfect recipe of Indian Cinema along with the recipe for the perfect masala chai, Shemaroo gives it a nod of agreement and invites audiences to watch Shemaroo’s Indian cinema content.

    Shemaroo as a brand believes that nothing adds flavour to Indian entertainment like the masaledar movies filled with over the top action sequences, drama, dance numbers and quirky dialogues. Just the recipe for perfect masaledar Indian cinema with a cup of masala chai served on the side.

  • Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

    Fevicol to spend Rs 20 crore on first leg of 60th anniversary campaign

    MUMBAI: Marking its 60th anniversary in the Indian industry, adhesive brand Fevicol, from the house of Pidilite, is going to launch a new mega campaign capturing its bonding qualities. The 90-second-long campaign is not only going to be the longest by Fevicol ever, but will probably be the first campaign to run as a separate content on OTT platforms like Hotstar, SonyLIV, ZEE5, etc.

    The campaign was launched by Pidilite Industries Ltd MD Bharat Puri and Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey in Mumbai on Monday.

    Speaking about the long duration of the campaign in the world of 10-second long narratives, Puri said that if one has a story to tell, the writing is good and narrative is appealing, people will surely watch the whole ad. He insisted that to give the completion of 60 years of an iconic brand like Fevicol a greater impact, it was necessary to create a film and not just an ad film. And that is also why it is being hosted as a separate film on OTT platforms.

    The TVC tells the story of a two-seater sofa, covering its 60-year-long journey across households, generations, and families in Fevicol’s signature humorous and human fashion set against a peppy background score in Bihari dialect, written by Prasoon Pandey. The ad has simultaneously been created in six languages including Hindi, Bengali, Marathi, Tamil, and Telugu.

    Speaking about the storyboard of the ad, Piyush Pandey revealed that Fevicol has always had an integral approach to make its ads look inherently Indian. “I have been working with this brand for more than four decades and we have never subtitled the ads even for international festivals like Cannes. There are a few things that are cultural yet universal and Fevicol ads have been using that narrative in its ads since ever.”

    Puri added that Fevicol’s vocabulary has always been the one that brings out a sweet smile on the viewer’s face with its humorous approach and has never relied on laugh-out-loud intakes. He shared that the new TVC is built on the same core principles of keeping its Indianness and subtle humour alive.

    In its first leg, Fevicol has kept a budget of Rs 20 crore for the campaign which will go live on TV and digital platforms supported by radio and cinema.

    Pidilite Industries Ltd CEO Fevicol division Nitin Chaudhary told Indiantelevision.com that the ad will go live on genres on TV including news and movies with a major focus on GECs. Given the constraint of running a 90-second ad on TV, it might not be placed during sports events like one-day matches.

    He also shared that apart from TVC, several activities and campaigns have been planned for stakeholders in the B2B domain, while for consumers the TVC is the only marketing output.

    Puri, during the press conference, mentioned that they had also created a small prank campaign for the employees of Fevicol and Pidilite by duping into believing that the iconic elephants of the brand will be retiring on the 60th anniversary.

  • Dr. Fixit urges people ‘Don’t be an Octopus’

    Dr. Fixit urges people ‘Don’t be an Octopus’

    MUMBAI: Dr. Fixit, from the house of Pidilite, has unveiled its new TVC campaign featuring Amitabh Bachchan, along with an interesting set of aquatic creatures. The TVC, created by Ogilvy, urges homeowners to avoid taking a shortcut, while constructing their new home and engage in “total waterproofing” with Dr. Fixit, to avoid future cost and damage to their homes. The TVC shall be aired during IPL season, also on key GEC, news channels and digital platforms.

    Pidilite Industries chief marketing officer Vivek Sharma said, “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building the category for waterproofing. People constructing new homes may have the right intention of waterproofing but often make the mistake of leaving it to others or ignoring it or cutting corners. This campaign featuring humourous interplay between Mr Bachchan and aquatic creatures aims to nudge people in the right direction of seeking total waterproofing from Dr. Fixit. Humour works best in changing people’s attitude and even better with Mr Bachchan.”

    Commenting on the campaign, Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey said, “Humans normally don’t change their behaviour when given lots of information but do so with an insightful and emotional nudge. In this series of interesting TVCs, Ogilvy and Corcoise team have done a fantastic job in providing the nudge through unique aquatic characters and humour.  Mr Bachchan is at his best, as always.  It definitely makes a person sit up, take notice and reconsider their thinking on water-proofing.”

  • Allen Solly defines ‘Future of Bottomwear’ with latest campaign

    Allen Solly defines ‘Future of Bottomwear’ with latest campaign

    MUMBAI: Allen Solly, India’s pioneer brand in semi‐formal dressing from Aditya Birla Fashion and Retail Ltd unveiled the latest innovative range of fashion forward trousers through its campaign “Future of Bottomwear”. While Indian men spent heavily on shirts, trousers weren’t given due importance by them even though it was a major part of their attire. Allen Solly wanted to change this trend by shifting the focus from shirts to trousers.

    To communicate its shift in perspective and its new offerings, Allen Solly launched a new campaign, conceptualised by Ogilvy, which will reach its target audience with a unique mix of traditional and new age advertising platforms such as TV, Hotstar, cinema halls, and social media.

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    Commenting on the launch, Allen Solly COO Anil S Kumar said, “Allen Solly has always been in the forefront of redefining fashion at work through its unconventional workwear offering. This film is another step in that direction wherein we bring alive our brand logo 'The Stag’ and through it we redefine the trouser category for today's workplace. Allen Solly is known to have defined the category of chinos and now we are set to re-define the category again."

    Allen Solly creative director Jayanth Gurumurthy further added, “Allen Solly is known for our fashionable and functional take on the new age workwear needs. The collection incorporates blends, which provide comfort and mobility. With innovative detailing and modern construction, this collection aims to redefine the trouser category.”

    Ogilvy & Mather, Bangalore chief creative officer Mahesh Gharat said, “Allen Solly has been redefining work wear for a long while now. And this year, it was no different. Carrying forward the same thought process, we cracked an idea that would emphasise the trousers rather than the shirt. We didn’t face much of a challenge in making the film clutter breaking or memorable as Stag took on the role of the celebrity. We found a way to tell the story with the Stag playing an integral role in shifting the attention of the audience from the shirt to the trouser. Quick edits and a peppy track made the TVC even more sticky and popular. And this was just the beginning of the campaign.”

  • Center Fresh celebrates 25 years with TVC

    Center Fresh celebrates 25 years with TVC

    MUMBAI: Marking the 25th anniversary of Perfetti Van Melle and its chewing-gum brand Center Fresh in India, the brand has come up with a new TV campaign, staying true to its core of ‘Fresh Breath Confidence’. The TVC, conceptualised in collaboration with Ogilvy captures the occasion of first meeting of a couple in college, when being Fresh breath ready makes the moment that much more special.

    Through the TVC, the brand is also inviting consumers to celebrate this milestone, with the launch of a limited period mega promotion which gives the mobile-savvy youth of today a chance to win 25 smartphones every day.

    Speaking on the occasion, Perfetti Van Melle India managing director Rajesh Ramakrishnan said, “This is a landmark year for the brand. Today Center fresh is one of the leading confectionery brands in the country – a testimony to the love and support that we have received over the last 25 years.”

    Commenting on the milestone and the launch, Perfetti Van Melle India director – marketing Rohit Kapoor said, “We look back on these 25 years with a lot of pride and it is a huge privilege to commemorate this special achievement. We thank all our consumers and our teams who have supported us over the years and invite everyone to continue to be with us on the journey ahead. Center fresh packs shall carry 25-year special insignia to inform the consumer and new communication campaign shall be supported extensively on TV and digital medium.”

    Commenting on the campaign, Ogilvy executive creative director Anurag Agnihotri said, “Center fresh is now a 25 years young brand and the celebrations are in order and we are taking this opportunity to engage with the consumer. In our communication, we simply celebrate a timeless, universal and relatable moment of how a boy and a girl meet for the very first time.”

  • Ranjeev Vij joins Ogilvy Delhi as managing partner

    Ranjeev Vij joins Ogilvy Delhi as managing partner

    MUMBAI:  Ogilvy has announced the appointment of Ranjeev Vij as managing partner of its Delhi office. In his new role, Vij will report in to Kapil Arora and will be responsible for the running of the Delhi office operations along with recently appointed managing partner, Amarinder Butalia.

    The Ogilvy Group-North president Kapil Arora said, “I am glad to welcome Ranjeev into the Ogilvy family. With his rich and varied experience, he brings to the table a great combination of brand building capability and modern marketing knowhow, both skills that will greatly benefit our clients in Delhi.”    

    Speaking on his appointment, Ranjeev Vij said, “Ogilvy is like homecoming for me. The energy and the enthusiasm each person in the organization has for creativity and craft is exceptional and I have unshakable faith in its talent. I believe with my hybrid work experience, I will be able to add value to our clients and deliver on the One Ogilvy vision – that helps bridge the gap between traditional and digital landscape and envisages an integrated offering built around client needs.”

    With over 24 years of experience across advertising, digital, consulting, and PR, Vij was leading the Zeno Group in India, in his previous role. Besides contributing to and shaping a number of brand journeys, He is also responsible for the setting up of Proximity – BBDO India’s Digital, CRM arm and also for starting the Digital Marketing Services unit for Cognizant in the UK, in his earlier stints.

  • Ogilvy, Cadbury launch new campaign for Silk Hazelnut

    Ogilvy, Cadbury launch new campaign for Silk Hazelnut

    MUMBAI: Kicking off the new year, Cadbury Dairy Milk Silk has introduced another delicious novelty – Silk Hazelnut that is an irresistible combination of rich creamy chocolate and whole Turkish hazelnuts. Ogilvy has created a brand campaign for that.

    Hazelnuts are unknown in India – this was the challenge.  How do we tell another irresistible story with an unknown ingredient? To bring alive the USP, the Ogilvy creative team highlighted the best part about the consumption experience. The best part of the consumption experience was the inclusion of whole hazelnuts. Every bite makes you pout!

    Link: https://we.tl/t-ODszwTxPXU

    Ogilvy West senior executive creative director Zenobia Pithawalla said, “The new Silk Hazelnut comes with whole hazelnuts from Turkey. We tell the new ingredient story by bringing alive the eat experience. The inclusion of whole hazelnuts makes you pout while you devour the chocolate. So every time the girl takes a bite she looks like she is pouting to kiss.  Making the 'Kiss me' jingle feel like it was written for this one.   When consumers in India think premium ingredients, they think almonds, cashews, walnuts. Hazelnut was nowhere in the picture.”

    Ogilvy West head of planning Ganapathy Balagopalan said, “Hazelnut is relatively unfamiliar to Indian consumers. So, we have given consumers something unique to remember and desire- the new Silk Hazelnut, ensuring it continued to be true to core promise of Silk indulgence. The creative does this using a clever device that is both cheeky and charming.”

  • Ogilvy, PokerStars India partner to launch India’s first-ever poker TV campaign

    Ogilvy, PokerStars India partner to launch India’s first-ever poker TV campaign

    MUMBAI: PokerStars India has announced its association with Bollywood actor Nawazuddin Siddiqui to launch India’s first-ever poker TV campaign. The launch and association are designed to strengthen the brand’s resonance as it seeks to bring the concepts of poker to a wider audience.

    The campaign has been conceptualised by Ogilvy and brings to life the concept of bluff through engaging and fun narratives designed to entertain but also encourage people to work out whether Nawaz is bluffing and try their hand at the game themselves.

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    Ogilvy West group creative director Rohit Dubey said, “No pun intended, poker advertising in India is a tricky game. The communication has to tread the tight rope of legalities, balancing the elite and massy act simultaneously. The challenges were to tell engaging stories, that border between fact and fiction, and are interesting to watch. With ‘IS NAWAZ BLUFFING’, we tried to hit the triple whammy of curiosity, mass act and engagement that we hope is well accepted by the consumers. Nawazuddin Siddiqui brings an effortless fit and raises approachability quotient of Poker. It was sheer joy collaborating with the team at Pokerstars.in, who are creatively courageous and allowed us the room to write this campaign. Let’s see how cards unfold now. We are keeping a straight face.”

    Senior vice president Harsh Bhatt mentioned, “Pokerstars is the biggest online poker brand globally. Yet, in India, it is just about launching. There were a ton of barriers we had to address. For one, Indians are habituated to playing card games like Rummy and Teen Patti. The first task was to introduce them to a new kind of game; a game of skill. Secondly, we had to toe a fine line between introducing the brand to the masses, and yet keep it on a pedestal over the other card games. Nawazuddin was our choice for a brand ambassador who could balance both. The launch itself was planned such – stage one introduces Poker to the masses through the commonly known card term – bluffs. It’s an interactive campaign which will engage with the audiences. We plan a second burst soon which will take the messaging forward by introducing the prerequisites for playing Poker. You’ll be happy to learn that Indians have all the prerequisites and more. The past few months have been a combination of a whole lot of strategic thinking, creative ideation and celebrity management, but it has all come together beautifully as a campaign.”

  • Ogilvy & HUL Partner to Help People ‘Start A Little Good’at Kumbh!

    Ogilvy & HUL Partner to Help People ‘Start A Little Good’at Kumbh!

    MUMBAI: There are some initiatives that surprise the audience, some that make people think & then there are some rare initiatives that push people to make things better and contribute towards something substantial. Hindustan Unilever Limited’s Start A Little Good – “SwachhtakiSawari” manages to do all the above.

    Empowering the boatmen community of the region, the company has joined hands with Kumbh Mela authorities in keeping the Sangam clean this year. Sangam – a confluence of the Ganga, Yamuna and Saraswati rivers is considered a holy spot, a dip in it – referred to as ‘ Snaan’ – is believed to wash off one’s sins. The river is only accessible by boat and considering the volume of visitors, a substantial amount of littering (plastic bags, flowers, garlands and other offerings) ends up polluting the river. It is carelessly left to the authorities alone to manage after the mela is over, a mammoth and an almost impossible task.

    To address this challenge, Hindustan Unilever partnered with Ogilvy to conceptualize a simple & innovative solution – ‘Swachhata Ki Sawari’ that aims to keep cleaning the river unceasingly. 

    The mechanism involves simply attaching two nets on either side of 100 boats, which ferries devotees to and from the Sangam. Once the boat is in the river, the nets which are closed at one end, collect floating garbage during the journey and once it reaches the shore to disembark passengers, a team of cleaners remove the garbage from the nets and reinstall clean nets. The cleaners then transport the collected waste to the designated garbage area on each ghat.

    Explaining the idea, KainazKarmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India (West), commented on this project, “Simplicity is the most difficult thing to achieve. This idea achieves that. Practical, low cost and highly effective, this innovation turns everyday boats into vehicles of cleanliness.”
    Speaking about the newly launched initiative, Executive Director, Homecare, HUL, Priya Nair, said ‘Start A Little Good’ and ‘Swachhata Ki Sawari’ are all about finding simple yet effective solutions to tackling growing issues like plastic pollution and waste management that we face today. We hope that this initiative will benefit in keeping the Sangam clean during the Kumbh and   create awareness amongst consumers”.

    On visiting Kumbh Mela, Harshvardhan Bajpai, MLA, Prayagraj North said, “To me, Swachhata Ki Sawari nets are the result of out of the box thinking; a very simple idea to a very practical problem. Deceptively basic, it’s a great example of building a sense of responsibility within the Nishad (boatmen) community and pilgrims who visit Kumbh Mela. And it’s almost poetic how the boats that ferry pilgrims to cleanse their soul in the Triveni Sangam also subconsciously help them in keeping it clean.”

    The initiative managed to create a beautiful synergy between a mega brand like HUL and the limitless power of the common man to bring a sustainable change, a start for a lot of good!