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Tag: Ogilvy

  • Fevicol back in its witty avatar to launch Ezeespray

    Fevicol back in its witty avatar to launch Ezeespray

    MUMBAI: Fevicol, the largest selling adhesive is known for its innovation in products as well as marketing, especially its entertaining TVCs. The brand has introduced many innovative products which have transformed the woodworking industry in India and has now rolled out ‘Fevicol Ezeespray’ – an innovative format of spray adhesive which offers convenience and speed for pasting laminates. 

    Fevicol also unveiled a TVC to highlight the salient features of Ezeespray. Created by Ogilvy, the film conveys the message in a witty and humorous manner.

    The film opens in a studio where a deodorant ad is being shot. We see a girl drooling over a boy as he uses the deo. As the director calls for the break, a woodworker appears to laminate a table with Ezeespray. The girl in the background is impressed by the woodworker. The film concludes with a voiceover – Fevicol Ezeespray – wohi majboot jod spray mein bhi.

    Pidilite Industries CMO Vivek Sharma says, “Continuing its tradition of innovation, Fevicol introduces Ezeespray that offers convenience of use, increased speed of pasting and reduced setting time to our end-users. This means faster completion of work and increased peace of mind for them. Ezeespray TVC communicates this technological superiority of Fevicol in its signature humorous way.”

    Ogilvy South Asia executive chairman and creative director Piyush Pandey adds, “Fevicol has been known for its innovative product profile. Ezeespray is yet another testimony to this legacy. The idea was to present the product application in an eye-catchy and humorous manner so as it stays with consumers for long.”

    The TVC will be aired in Hindi speaking markets. The campaign will be on air for six weeks including IPL. It will be supported by an integrated marketing campaign. The communication will be extended through various below the line activities such as outdoor advertising, high visibility and innovative point of sales, demand generation activations and dealer certifications.

  • MAM round up of the week

    MAM round up of the week

    MUMBAI: The world of media and advertising never seems to have a dull day with another action-packed week coming to an end. Amid the yo-yoing fortunes of the industry, the newsmakers held their sway. Indian Television Dot Com brings to you a round up of the most important news events over the past seven days: 

    Mindshare South Asia’s organisational restructuring

    Media agency, Mindshare, part of GroupM announced the organisation restructure this week by elevating Amin Lakhani as the new president of client leadership at Mindshare India. In his new role, he will manage core client capabilities across all offices in the country. 

    Additionally, Anita Kotwani has been promoted from her existing role to senior vice president of new business and Premjeet Sodhi will join Mindshare South Asia as senior vice president of Mindshare Fulcrum, South Asia and will lead Team Fulcrum across South Asia. Premjeet’s new role is effective March 2018.

    Madhusudan Gopalan takes over as P&G India MD and CEO

    P&G India elevated Madhusudan Gopalan who as the new managing director and CEO who will take over from 1 April 2018. Madhusudan is currently leading the P&G business in Indonesia and will take over from Al Rajwani, who is set to retire from the company after 37 years of service after the end of the financial year. Until his retirement, Al will help in on-boarding Madhusudan on the India business and enable a smooth transition.

    Gopalan has over 18 years of experience working for the company across business units and diverse geographies like India, US and ASEAN countries.

    Google Pay launches in US, UK

    Globally, in an attempt to become a hit in the vast payment space, Google launched its payment system, Google Pay in US and UK markets where users can pay for public transport in London, Portland and Kiev. 

    In India, Extending its Google Tez option, the Indian payment app will now enable bill payments for electricity, gas, water, DTH as well as postpaid mobile. You just have to link your biller accounts once and directly pay from your bank account. Tez supports Bharat BillPay and doesn’t add any transaction charges.The app is supported in English, Hindi, Bengali, Gujarati, Kannada, Marathi, Tamil, and Telugu languages. 

    The bill paying feature would include major utilities like Reliance Energy, BSES and Dish TV and would cover all states and major metros. The app supports all major and small scale banks in India for payment.

    GroupM, Ogilvy unveil Effectiveness Lab

    Wavemaker, GroupM’s media, content and technology agency partnered with creative powerhouse Ogilvy, to create a first of its kind Effectiveness Lab in India. This unique collaboration, between the two WPP agencies will develop data-validated points of view on creating effective communications across consumer interaction platforms.

    Branded content is the first space the Lab will explore, probing how consumers respond to different content strategies, creative approaches and formats. As marketers increase spends on the creation and deployment of content, it is crucial to bring intelligence to what drives effectiveness in the content space.

    ABBY Awards announces 2018’s jury chairs 

    The week also saw Advertising Club and AAAI’s ABBY Awards announcing the illustrious Jury Chairs for the Media, Broadcaster, Publisher, Branded Content & Entertainment, Specialist and Craft Categories. Chairing the jury for each of these categories are stalwarts and veterans who have played an instrumental role in leading the respective categories towards new echelons of growth. The Media category will be judged by Madison World chairman Sam Balsara, Branded Content and Entertainment category will be judged by BIG FM CEO Tarun Katial. 

    ABBYs 2018 will be a highlight at the leading advertising convention, Goafest, where once again the entire advertising and marketing fraternity is expected to come together in Goa, between 5th April, 2018 and 7th April 201 at The Grand Hyatt, Bambolim, North Goa.

  • GroupM, Ogilvy launch Effectiveness Lab in India

    GroupM, Ogilvy launch Effectiveness Lab in India

    MUMBAI: Wavemaker, GroupM’s media, content and technology agency, has partnered with creative powerhouse Ogilvy, to create a first of its kind Effectiveness Lab in India. This unique collaboration, between the two WPP agencies will develop data-validated points of view on creating effective communications across consumer interaction platforms.

    Branded content is the first space the Lab will explore, probing how consumers respond to different content strategies, creative approaches and formats. As marketers increase spends on the creation and deployment of content, it is crucial to bring intelligence to what drives effectiveness in the content space.

    GroupM South Asia country manager, WPP India and CEO CVL Srinivas says, “At WPP, our focus is to provide ‘horizontality’ across our agencies and create a seamless structure to provide effective solutions. While we have a wide range of services on offer, the focus of our agencies is on creating efficient solutions to help our brand partners strengthen their engagement with the audience. Launching the Effectiveness Lab as a combined initiative by Wavemaker and Ogilvy is a great example of this.”

    Wavemaker managing director of South Asia Kartik Sharma adds, “At Wavemaker, we connect media, content and technology to drive growth for clients and we understand how effective marketing can be. By being able to better understand how content moves consumers to action along their purchase journeys, we’ll be able to help our clients to make informed decisions on how and when to create engaging content and therefore drive growth for them across their consumer journeys.”

    Ogilvy India CEO Kunal Jeswani mentions, “The Effectiveness Lab will bring the best minds at Ogilvy and Wavemaker together to throw light on creative effectiveness across new age platforms. With digital communications across multiple platforms becoming core to any integrated campaign strategy, the industry needs new thinking on effectiveness. Ogilvy has always stood for Great Work That Works. The more informed we are, the better we will get at delivering creative effectiveness.”

  • Castrol tells you to protect the precious

    Castrol tells you to protect the precious

    MUMBAI: Engine oil company Castrol Activ is back with its above the line marketing campaign for 2018 titled ‘Beach’. The campaign is deep rooted in the consumer insight of ‘protecting what is precious’ that resonates with the belief of today’s young audiences in India who are seeking to drive a positive change.

    The 30-second ad film has been conceptualised and developed by creative agency Ogilvy, India. The campaign was rolled out on 1 February 2018, across 50 TV channels with presence in one of the most anticipated cricket series of the year – India vs South Africa, ODI Series.

    The film beautifully makes a simple point of ‘Be the change you want to see’. The young riders in the film set out to do just that. At first, it looks like they’re out to have a good time. But we realise that they do have a purpose. They’re not just riding, they are cleaning the beach, using an innovative contraption attached to their bikes. We see the pristine beach in the end and we hear the line, “Aanewale kal ki suraksha mein, hum aapka saath denge.” (In protecting the future, we’re with you.)

    Castrol India vice president of marketing Kedar Apte says, “Throughout the country there are examples of inspired youth cleaning their localities. We want this campaign to be a tribute those who protect that which is precious and showcase Castrol Activ as their partner in driving this positive impact, reflecting their drive and belief. We have leveraged television and digital media to reach out to young riders across the country.”

    Ogilvy chief creative officer Sukesh Nayak adds, “These days we often hear about the youth coming together to protect what they love and make a difference. We decided to use this behavioural change to tell a compelling story about a group of young riders who set out with the help of Castrol to protect a beach.”

  • Abhik Santara, VR Rajesh to manage Mumbai ops at Ogilvy

    Abhik Santara, VR Rajesh to manage Mumbai ops at Ogilvy

    MUMBAI: In a recent development at Ogilvy India, Abhik Santara and VR Rajesh have been handed over the responsibilities of Mumbai office as head and managing partner, respectively. As part of their responsibilities, they will also oversee the growth of the Kolkata office.

    The move is in the direction of Ogilvy India to drive aggressive internal transformation to stay at the top of the game. Ogilvy India CEO Kunal Jeswani says, “Abhik Santara and VR Rajesh are the new captains at Ogilvy Mumbai. With these appointments, Ogilvy Mumbai now has a stellar business, creative and strategic leadership team in place. They, along with the Mumbai EXCO, will drive our transformation agenda together, leading India’s best modern marketing communications agency office to new heights.”

    Santara started his career in Delhi and worked with JWT before moving on to lead offices for Rediffusion Y&R and the Lowe Lintas Group. He managed a range of brands in his time with these companies, including Nokia, Pepsi, Airtel, Adidas, Dabur and LG. He leads the business relationships across Unilever Beverages, Bajaj Auto and Marico and, along with the Mumbai EXCO, will now focus on driving this office forward.

    Rajesh was rejected by Ogilvy three times before he was finally taken on by the company 15 years ago. In his long career with Ogilvy, VR has worked across a range of clients and brands including Asian Paints, Tata Sky, ITC, Unilever Beverages and Star Plus. He has also helped energise and grow the Kolkata office in a tough market environment. Many of the clients in Kolkata – Bandhan Bank, ITC Kwiknic, Greenply, MP Birla and Yatra – have also felt his great passion and influence. He will partner Abhik to lead Ogilvy Mumbai.

  • Dominar400 continues to hyper-ride in latest ad

    Dominar400 continues to hyper-ride in latest ad

    MUMBAI: Unlike many other big bikes available in the market today, Dominar 400 is an ideal blend of size and performance. It is built to take biking to a new level, not experienced by most riders in India.

    The earlier ‘Haathi Mat Palo’ campaign juxtaposed Dominar against the traditional notions of big bikes in a tongue-in-cheek way using the ‘Haathi’ analogy. The phrase had stirred a dormant sentiment amongst the biking fraternity and had put forth a new language of biking, Hyperriding.

    Old Haathi TVC:

    To emphasise on hyper-riding further, the new campaign is designed to highlight Dominar benefits like long distance riding comfort, precision control, high speed agility, off-roading capabilities, modern technology features. The campaign questions the ardent followers of traditional big bikes about their choice by highlighting these specific shortcomings and encourage them to move on to modern day motorcycling.

    Bajaj Auto VP marketing Sumeet Narang says, “Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country. By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question – what’s size without performance?, this follow-up campaign further establishes what are the essentials of new age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine.”

    The campaign is out with three films and will be followed up with some more ads over the next few weeks.

    Ogilvy West India chief creative officer Sukesh Nayak adds, “The ‘Haathi mat Palo’ campaign started a new conversation amidst the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what they will choose to ride when they go touring.”

    The campaign will be supported on TV with a whole bunch of outdoor and digital initiatives.

    So next time you are thinking about going on a long ride, don’t just go riding…go hyper riding.

  • Ogilvy India makes key top-level appointments

    Ogilvy India makes key top-level appointments

    MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

    In his capacity as chief strategy officer, Narayan will lead the planning team to drive the national agenda. He will also continue to partner the CCOs and business heads to deliver creative solutions to clients nationally. Narayan will report directly to Kunal Jeswani.

    Narayan has been with Ogilvy since 2004. He has been part of the team that pioneered the planning function in the agency. He has worked on many clients during this journey – Asian Paints, Bajaj, Blue Star, Castrol, Ceat, GreenPly, ICICI Bank, MP Birla Group, Tata Motors, Tata Sky, Unilever, Zandu to name a few. He has partnered creative agencies to generate outstanding work with brands like Asian Paints, Tata Safari, Bru, Hamam and Red Label. He has won the respect and love of all clients, creative and client servicing partners he has worked with. He has won many Effies on his brands (including last year’s AME agency of year).

    Ogilvy India vice chairman and director of client relation Madhukar Sabnavis says, “Prem and Ganapathy are two accomplished planners of Ogilvy who have contributed to function in the last decade; their promotion is a recognition of this. They are the ideal next generation planners to take Ogilvy Planning in India to the next level.”

    Ganapathy, aka Guns, will report to Narayan and work with the city business heads and CCOs to drive the planning agenda for Mumbai office. Guns has been part of the planning team since 2005. He has built strong relationships and been part of the team that has done stellar work on brands such as Asian Paints, Bajaj, Cadbury, Home Center, JSW, ITC and Pidilite to name a few. He has been the agency’s Effectiveness Champion for years- and the first and only IPA winner for Cadbury Dairy Milk in 2013. Guns is a much admired planning leader who has won the love and respect of every client he has worked with.

    Ogilvy India CEO Kunal Jeswani adds, “Ogilvy is, and has always been, a place full of opportunity and growth for talent that shines. Prem and Guns represent the best of Ogilvy, not just as planners but as Ogilvy Ambassadors. I am excited to see them lead change in our industry and our company, driving integrated strategy and planning across our brands and disciplines.”

    Both of them a part of the training faculty at Ogilvy and have conducted several training programs for the young talent in Ogilvy.

  • Vodafone brings back its iconic Pug

    Vodafone brings back its iconic Pug

    MUMBAI: Vodafone has been continuously strengthening its network by substantial investments and has now brought back its iconic mascot Cheeka, India’s favourite pug, but this time with a full army to charm customers with this exciting new campaign.

    Vodafone has made significant capital expenditure investments to modernise, upgrade & strengthen its network across the country, empowering customers to enjoy a superior network experience and remain confidently connected at all times. The new campaign will amplify this commitment by highlighting that Vodafone has been adding a tower every hour to enhance connectivity for its over 210 million customers.

    Vodafone India executive vice president of marketing Siddharth Banerjee says, “From the early 2000s, our pug has always been associated with Hutch and then Vodafone’s reliable network. The new campaign #StrongerTogether highlights our continued commitment to providing a world class network experience and we are delighted to present Cheeka and friends to our generation of customers in India. We hope people like the evolution of the ‘Network That Follows You’ to the refreshed thought of The Data Strong Network which always Follows You.”

    The 360-degree high decibel campaign has been conceptualised by Ogilvy & Mather India. Presenting a wholesome marketing mix, the six-week-long campaign will connect with customers across diverse mediums like OOH, radio, print and digital.

    Ogilvy Mumbai executive creative director Kiran Anthony adds, “Refreshing icons are always difficult. People still remember our first boy and dog ad and even the line, ‘wherever you go, our network follows.’ The challenge was to convey the new network proposition that we are getting stronger while retaining the simplicity and charm of our most loved asset.”

  • Winning awards doesn’t get you clients: Piyush Pandey

    Winning awards doesn’t get you clients: Piyush Pandey

    MUMBAI: Ogilvy South Asia chairman and creative director Piyush Pandey, the man behind notable campaigns that include Fevicol, Fevikwik, Cadbury Dairy Milk, The Hindu, and Asian Paints, has been a stalwart figure in the progress of the Indian advertising industry for close to four decades. A recipient of the Padma Shri in 2016, Pandey’s contribution at Ogilvy & Mather made it the third largest ad agency in the country.

    His brother Prasoon Pandey, on the other hand, directs advertising films. Advertising Age listed him among the top 100 advertising film directors of the world. His ‘one black coffee’ ad for Ericsson was the first Indian commercial to win at Cannes.

    The duo has collaborated on a number of campaigns bagging national and international awards in the process.

    But the world has transformed significantly from the time they joined the advertising industry. The digital savvy world won’t rest unless it gets an engaging story. Traditional media is making first-time entry into interior India. Being creative but keeping the brand messaging intact is a tough nut to crack for most agencies today. While Piyush believes agencies should not consider the audience as being naive, Prasoon opines the first thumb rule of advertising is to always remember that the audience is more intelligent than the creative minds at an agency. He has always made sure to leave the creative communication open-ended and let the audience figure out their takeaways from the ad.

    Piyush joined Ogilvy & Mather in 1982 when advertising on television was in the early stages. The medium had just entered India and the creatives were highly influenced by the West. He points out that it was only towards the late 80s that India started coming up with its own creative storytelling and making stuff that was not adapted from the world. “Today, there are a number of youngsters who are doing very good work. Indians who travel abroad always come up to me and say that our advertising is much better than it is abroad. It feels good that people accept what we do,” he says.

    Recalling the advertising feel in 1980s, Prasoon adds that advertising was a little plastic back in the day and people were scared as it was a new medium. The team’s Fevicol egg was a gamechanger. “Before that notable Fevicol egg ad, there was a lot of emphasis on making a commercial look good but we were lucky to have a client that asked us to keep it real,” he adds.

    Ogilvy India is also popping open bottles of champagne and the reason for the celebration is its big boss Piyush, along with Prasoon, will be honoured with the Cannes Lions’ Lifetime Achievement Award, the Lion of St Mark. The brothers are ecstatic about the Cannes win and feels it is a recognition for India and puts a little more responsibility on them to work hard.

    They will be the first Indians to receive the prestigious award on 22 June 2018. The Lion of St Mark is the highest honour that the Cannes International Festival of Creativity bestows on creative geniuses within the communications industry. In the past, it has been awarded to David Droga, John Hegarty, Lee Clow and Marcello Serpa, Dan Wieden, Joe Pytka and Bob Greenberg. This is the 8th Lion of St Mark awarded by the Cannes Film Festival.

    The Pandey brothers do seem to agree that India’s creativity is on the rise but can still be scaled up. A majority of work is great work but the percentage of good work has increased in the last 10-15 years.

    Ogilvy & Mather recently announced its new consulting arm OgilvyRED, which will bring together senior strategic specialists to consult on digital transformation of brands in India. The agency will help tackle the toughest business, brand and innovation challenges of its clients to drive growth and enable digital transformation while enabling the clients to find solutions in a disruptive world where brands are struggling to connect with consumers. OgilvyRED consulting has been hugely successful in North America, Europe, Latin America and Asia Pacific.

    It will offer digital transformation consulting, data and marketing analytics consulting, marketing technology consulting, innovative and e-commerce consulting services to its clients. While the new division is headquartered in Mumbai, it does have an office in Bengaluru. Comprising five people at the moment, the team is set to expand next year and will have as many as 50 people on board. Since the consulting agency is new, its only client is Aditya Birla Corporate Group but is out to bag more clients by March 2018.

    Now, more than ever, brands need to take a transformative approach to connect with consumers. There are many challenges that clients face today that cannot be solved by a traditional agency approach. Ogilvy has a long-standing history of helping clients stay ahead of the curve when it comes to all things digital. The difference with OgilvyRED is that it is a digital transformation consulting that is deeply tied with Ogilvy’s ability to execute with creativity, impact and speed.

    It is generally believed in the industry that recognition and awards lead to having bigger and better clients but Piyush seems to disagree. He says that you won’t lose clients just because you don’t bag awards but they do motivate you to do better.

    Piyush concludes that though India is a late starter on digital, we cannot satisfy ourselves by just ‘being’ on the medium but need to be great.

  • MP Birla Chetak Cement’s new TVC is truly Rajasthani

    MP Birla Chetak Cement’s new TVC is truly Rajasthani

    MUMBAI: MP Birla Chetak Cement has rolled out a new TVC conceptualised by Ogilvy Kolkata and produced by Conversation Films. 

    The film opens with a close shot of a horse, running through a terrain beset with travails and natural hindrances.  The narrative, enriched with poetic inflexions, reveals the real soul of Rajasthan.  It is a land of extremities, a conjunction of communities with shared history of survival.  The sons and daughters of Rajasthan are born with the gift of endurance, and a Chetak is no exception.  Every grain of MP Birla Chetak Cement is Rajasthan incarnate. 

    Birla Corporation Limited Kolkata executive president of sales, marketing and logistics Sandip Ranjan Ghose says,  “Like Chetak the horse is a legend, MP Birla Chetak Cement is also a legend, having completed half a century of existence in Rajasthan – from the inception of the MP Birla Cement Plant in Chanderia 50 years ago.  It is a highly respected and trusted brand across Rajasthan, and markets of the North and Western India.  The commercial celebrates the heritage of MP Birla Chetak in its golden jubilee year.”

    Ogilvy Kolkata managing partner of creative Sujoy Roy, adds, “MP Birla Chetak Cement promises to guard homes against every kind of weather.  It is as zealous to guard and protect homes as a warrior is keen to defend his motherland.  That’s why instead of directly talking about the product’s salient features, we have developed a film that portrays Chetak as a metaphor for protection.  It evokes the image of the legendary stallion that had once served in gruelling battlefields.  The most challenging part of the film was its execution.”