Tag: Ogilvy

‘Live The New’ Titan Eyeplus

MUMBAI: Titan Eyeplus has launched their latest marketing campaign featuring an array of specialized prescription lenses from the Titan portfolio – specifically designed to meet the lifestyle needs of varied consumer groups.

Conceptualized by Ogilvy, India and produced by Thinkpot, the first-of-its-kind lens TVC by Titan Eyeplus takes us to different locales from foggy mountain ranges to choppy seas.

Titan eyewear division marketing head Vandana Bhalla said, “We are cognizant of the changing lifestyles of consumers today and the various needs that arise for different consumers who lead multifaceted and experiential lives. We are constantly working to innovate and come up with new offerings that meet these changing needs. This campaign is also in line with our brand philosophy- Live the New, and has an exciting visual language that’s sure to appeal to our audience.”

“While our earlier films have upped the style quotient for the brand and positioned it as the go-to brand for diverse lifestyle needs, this film focuses on pitching different kinds of lenses that are adapted to the needs to different consumers. The new TVC embodies all the values the brand represents – boldness, spontaneity and audacity of youth and reinforces the brand’s proposition ‘Live the New’,” said Ogilvy Bangalore SVP and head of advertising Tithi Ghosh.

Titan Eyeplus has developed specialized lenses with different coatings which help to provide solutions to everyday problems that spectacle users face due to their lifestyles. These lenses include: Ozone Lenses, Fog-Free lenses and Water repellent Lenses. The Ozone Lenses help filter out the harmful blue rays emitted from all gadgets with screens. The Fog-free lenses, as the name suggests, will stay fog-free irrespective of changes in temperature and humidity. Water repellent lenses help repel water, giving clear vision even in wet conditions.

December 5, 2016
‘Live The New’ Titan Eyeplus

MUMBAI: Titan Eyeplus has launched their latest marketing campaign featuring an array of specialized prescription lenses from the Titan portfolio – specifically designed to meet the lifestyle needs of varied consumer groups.

Conceptualized by Ogilvy, India and produced by Thinkpot, the first-of-its-kind lens TVC by Titan Eyeplus takes us to different locales from foggy mountain ranges to choppy seas.

Titan eyewear division marketing head Vandana Bhalla said, “We are cognizant of the changing lifestyles of consumers today and the various needs that arise for different consumers who lead multifaceted and experiential lives. We are constantly working to innovate and come up with new offerings that meet these changing needs. This campaign is also in line with our brand philosophy- Live the New, and has an exciting visual language that’s sure to appeal to our audience.”

“While our earlier films have upped the style quotient for the brand and positioned it as the go-to brand for diverse lifestyle needs, this film focuses on pitching different kinds of lenses that are adapted to the needs to different consumers. The new TVC embodies all the values the brand represents – boldness, spontaneity and audacity of youth and reinforces the brand’s proposition ‘Live the New’,” said Ogilvy Bangalore SVP and head of advertising Tithi Ghosh.

Titan Eyeplus has developed specialized lenses with different coatings which help to provide solutions to everyday problems that spectacle users face due to their lifestyles. These lenses include: Ozone Lenses, Fog-Free lenses and Water repellent Lenses. The Ozone Lenses help filter out the harmful blue rays emitted from all gadgets with screens. The Fog-free lenses, as the name suggests, will stay fog-free irrespective of changes in temperature and humidity. Water repellent lenses help repel water, giving clear vision even in wet conditions.

December 5, 2016
#PlayYourPart, BankBazaar urges youth

MUMBAI: BankBazaar.com unveiled a video as part of their unique digital campaign for the wedding season, #PlayYourPart.

The objective of the campaign is to compel the youth to rethink their financial dependency on their parents for their wedding. BankBazaar, as a youthful and disruptive brand, has always tried to bring about a change in the way people think about finance. With this #PlayYourPart campaign, the company aims to disrupt the traditional mentality when it comes to financing weddings.

The digital advertisement campaign has been conceived and conceptualized by ad veteran Manoj Shetty, ex-Ogilvy Group Creative Head. During his 17 years of stint with Ogilvy, Manoj has conceptualized campaigns for various leading brands including Cadbury, Fiat, Bajaj, and Castrol.

Bluebot CCO Carl Savio said: “When you realize that the average Indian middle-class family has to spend approximately one fifth of their life-savings to get their children married you know that something needs to be said. It’s time to tell youngsters to step-up and help their parents in whatever way they can.”

BankBazaar.com brand marketing head Prince Thomas said: “The independent, earning youth of today is already depending on the online media for their financial essentials in every sphere from shopping to paying utility bills – be it in the form of internet banking, wallets, or credit and debit cards. With the #PlayYourPart campaign, we wanted to reach out to them to convey that finance is not just for the day-to-day essentials but also the once-in-a-lifetime experience, such as their own wedding.”

The new digital advertising campaign went live on 28 November, 2016, and is being promoted across various digital platforms like Facebook, Twitter, YouTube, and Instagram

The New Indian Wedding – #PlayYourPart

November 30, 2016
#PlayYourPart, BankBazaar urges youth

MUMBAI: BankBazaar.com unveiled a video as part of their unique digital campaign for the wedding season, #PlayYourPart.

The objective of the campaign is to compel the youth to rethink their financial dependency on their parents for their wedding. BankBazaar, as a youthful and disruptive brand, has always tried to bring about a change in the way people think about finance. With this #PlayYourPart campaign, the company aims to disrupt the traditional mentality when it comes to financing weddings.

The digital advertisement campaign has been conceived and conceptualized by ad veteran Manoj Shetty, ex-Ogilvy Group Creative Head. During his 17 years of stint with Ogilvy, Manoj has conceptualized campaigns for various leading brands including Cadbury, Fiat, Bajaj, and Castrol.

Bluebot CCO Carl Savio said: “When you realize that the average Indian middle-class family has to spend approximately one fifth of their life-savings to get their children married you know that something needs to be said. It’s time to tell youngsters to step-up and help their parents in whatever way they can.”

BankBazaar.com brand marketing head Prince Thomas said: “The independent, earning youth of today is already depending on the online media for their financial essentials in every sphere from shopping to paying utility bills – be it in the form of internet banking, wallets, or credit and debit cards. With the #PlayYourPart campaign, we wanted to reach out to them to convey that finance is not just for the day-to-day essentials but also the once-in-a-lifetime experience, such as their own wedding.”

The new digital advertising campaign went live on 28 November, 2016, and is being promoted across various digital platforms like Facebook, Twitter, YouTube, and Instagram

The New Indian Wedding – #PlayYourPart

November 30, 2016
Ogilvy’s ‘BachchaJi’ and ‘BachchanJi’ promote ‘Swachh Bharat’

MUMBAI: Ogilvy Delhi launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key behaviours to curb, is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

In India, open defecation is a well-established traditional practice deeply ingrained from early childhood. A significant gap also exists between knowledge and practice. Even when people are aware of the health risks related to poor sanitation, they continue with unhealthy practices.

For any communication to be noticed, it needs to be relevant and tell a compelling story. Amitabh Bachchan, known to his fans as Bachchanji, has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that we needed to stay away from messaging and protagonists that came across as preachy. So who could partner Bachchanji in this campaign to make it memorable and interesting?

A young boy was selected as his companion to highlight how even a child is aware of this issue and the simple solution that is available to everyone.

Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “Open Defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy. We have worked with Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.

So “Bachchanji” became the influencer and “Bachchaji” the young agent of change.

This helped disseminate information through a lively, cheeky conversation between our Celebrity and his unlikely, intelligent and quick witted companion, the little boy. In the three-part TVC campaign, we thus tackled each of the barriers – to promote the need for a toilet, usage by all and trigger behaviour change by instilling pride.

Ogilvy Group Companies North ECD Ajay Gahlaut said, “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers

Ogilvy, Delhi managing partner Chandana Agarwal added, “For any behaviour change campaign, information needs to be easily understood by all sections of society, further there are so many cultural barriers associated with the eradication of OD that really we were looking for a creative idea that was simple, that would connect with people across and one that would be able tackle all the barriers.”

November 23, 2016
Ogilvy’s ‘BachchaJi’ and ‘BachchanJi’ promote ‘Swachh Bharat’

MUMBAI: Ogilvy Delhi launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key behaviours to curb, is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

In India, open defecation is a well-established traditional practice deeply ingrained from early childhood. A significant gap also exists between knowledge and practice. Even when people are aware of the health risks related to poor sanitation, they continue with unhealthy practices.

For any communication to be noticed, it needs to be relevant and tell a compelling story. Amitabh Bachchan, known to his fans as Bachchanji, has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that we needed to stay away from messaging and protagonists that came across as preachy. So who could partner Bachchanji in this campaign to make it memorable and interesting?

A young boy was selected as his companion to highlight how even a child is aware of this issue and the simple solution that is available to everyone.

Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “Open Defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy. We have worked with Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.

So “Bachchanji” became the influencer and “Bachchaji” the young agent of change.

This helped disseminate information through a lively, cheeky conversation between our Celebrity and his unlikely, intelligent and quick witted companion, the little boy. In the three-part TVC campaign, we thus tackled each of the barriers – to promote the need for a toilet, usage by all and trigger behaviour change by instilling pride.

Ogilvy Group Companies North ECD Ajay Gahlaut said, “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers

Ogilvy, Delhi managing partner Chandana Agarwal added, “For any behaviour change campaign, information needs to be easily understood by all sections of society, further there are so many cultural barriers associated with the eradication of OD that really we were looking for a creative idea that was simple, that would connect with people across and one that would be able tackle all the barriers.”

November 23, 2016
Publicis Capital Delhi appoints Nitin Pradhan as head of creative

MUMBAI: Publicis Capital Delhi has appointed Nitin Pradhan as head of creative. Pradhan has, in the past, worked with Mudra, Ogilvy, Leo Burnett, McCann, JWT and his last stint was as a director with Curious Films.

Publicis Capital CCO & MD South Asia Bobby Pawar commented: “I’m a firm believer that great work comes from a culture that is a greenhouse for creativity. It’s fragile and it depends on great leaders. I’m really excited about Nitin taking over the mantle of nurturing our culture, and the brands we work for and growing our reputation as creators of famously effective ideas.”

Publicis Capital CEO Hemant Misra added: “Nitin has proven leadership skills and I look forward to him further strengthening the talented creative pool we already have at Publicis Capital.”

“Publicis Delhi has a great mix of high visibility brands and potential head turners in its kitty. The idea is to spot opportunities and help push the creative envelope so that it’s not just clients but people who talk about the work. Most importantly, we need to make sure that each one of us has a great time doing that as a team,” said Pradhan.

Nitin, an alumnus of MICA, has more than 15 years of experience and has to his credit many successful campaigns such as – KBC Season 2: Umeed Se Dugna, KBC Season 3 : Kuchh Sawaal Zindagi Badal Saktey Hain, Amaron, Bank of India (Rishton ki Jamapunji campaign) Tata Sky and Tata Sky Plus (campaigns featuring Aamir Khan), Red Label & 3 Roses Tea, Ceat tyres and Nestle Alpino among others.

November 21, 2016
Publicis Capital Delhi appoints Nitin Pradhan as head of creative

MUMBAI: Publicis Capital Delhi has appointed Nitin Pradhan as head of creative. Pradhan has, in the past, worked with Mudra, Ogilvy, Leo Burnett, McCann, JWT and his last stint was as a director with Curious Films.

Publicis Capital CCO & MD South Asia Bobby Pawar commented: “I’m a firm believer that great work comes from a culture that is a greenhouse for creativity. It’s fragile and it depends on great leaders. I’m really excited about Nitin taking over the mantle of nurturing our culture, and the brands we work for and growing our reputation as creators of famously effective ideas.”

Publicis Capital CEO Hemant Misra added: “Nitin has proven leadership skills and I look forward to him further strengthening the talented creative pool we already have at Publicis Capital.”

“Publicis Delhi has a great mix of high visibility brands and potential head turners in its kitty. The idea is to spot opportunities and help push the creative envelope so that it’s not just clients but people who talk about the work. Most importantly, we need to make sure that each one of us has a great time doing that as a team,” said Pradhan.

Nitin, an alumnus of MICA, has more than 15 years of experience and has to his credit many successful campaigns such as – KBC Season 2: Umeed Se Dugna, KBC Season 3 : Kuchh Sawaal Zindagi Badal Saktey Hain, Amaron, Bank of India (Rishton ki Jamapunji campaign) Tata Sky and Tata Sky Plus (campaigns featuring Aamir Khan), Red Label & 3 Roses Tea, Ceat tyres and Nestle Alpino among others.

November 21, 2016
A free cup of tea with Brooke Bond Red Lebel

MUMBAI: Meeting for a cup of tea is usually an excuse to connect with people, catch up with the old ones’ and explore new connections. But, what if you land on a couch opposite a sex worker, would you stay and talk or just walk away? Ogilvy and Mather conducted a social experiment on a busy morning at Churchgate station, Mumbai to find out.

Hindustan Unilever has rolled out its campaign for Brooke Bond Red Label tea, Taste of togetherness. The video starts with setting up a booth on the busy station serving a free cup of tea to passengers. An insurance agent walks in the booth and sits to have tea, while another lady joins her and begins the conversation. While in the conversation, the insurance woman finds out that other lady is a sex worker. The awkwardness can be seen on the agents’ face, but she could not walk away in between tea and continues to share the table with the sex worker. It all warms up when the agent finds out about sex worker’s daughter and how concerned she is about her.

“The brand has developed campaigns concerning various issues like Hindu-Muslim neighbors and live-in relationships. It claims to have a purpose and through the campaigns it is attempting to build that image.” Says Ogilvy and Mather SVP Abhik Santara.

The recent two minutes 24 seconds campaign is directed and produced by maker of Ship of Theseus- Anand Gandhi and conceptualized by Ogilvy and Mather. The production team had set up a booth a night before the experiment. With the pouring rush on a weekday morning, the booth attracted many people to drop in for a free cup of tea. It had a hidden camera set up, where people’s reactions were captured. According to the production, there were mixed reaction when people confronted the sex worker. Some people just walked away and some stayed.

“The whole of idea of designing such a campaign for a tea product is that it’s a ice breaker. In the Indian context, when someone sits over a tea its personalized and people tend to share” said Ogilvy and Mather ECD Hrashad Rajadhakshya. Tea is called a social lubricant and the brand has tried to break these social barriers through putting across the table. Santara shared that many people just walked away on face, but some that stayed and spoke to the lady realized that no matter what her job was, the sex worker had as normal life like any of us.

“We have always involved in such campaign because Hindutan Lever has a whole has a purpose to it and through the campaigns like these we convey them to our consumers,” added Karmakar. The basic marketing strategy adopted in the campaigns is to reach out to people on a emotional note by breaking these usual taboos.

On choosing this particular clip, Santara said that it showed the connection between two women irrespective of their professions. How the insurance agent feels when she finds out about the sex worker’s daughter and how she is equally concerned about her daughter like any other normal parent. The campaign is titled Taste Of Togetherness – That Kind Of A Woman, this showed her first reaction.

According to the makers, they are laying out many more such campaigns and we might also see more clips from the same experiment. The campaign will only launch on the digital platform. There are separate television- specific advertisements made.

The advertisement surely leaves an impact on viewers and brings forth the thought to stay and talk or walk away? And how someone like a sex worker can be treated so differently from us? Such campaigns certainly make people to stop and think. Digital platforms have given space to brands to walk out of conventional problem solution promotions.

July 4, 2016
A free cup of tea with Brooke Bond Red Lebel

MUMBAI: Meeting for a cup of tea is usually an excuse to connect with people, catch up with the old ones’ and explore new connections. But, what if you land on a couch opposite a sex worker, would you stay and talk or just walk away? Ogilvy and Mather conducted a social experiment on a busy morning at Churchgate station, Mumbai to find out.

Hindustan Unilever has rolled out its campaign for Brooke Bond Red Label tea, Taste of togetherness. The video starts with setting up a booth on the busy station serving a free cup of tea to passengers. An insurance agent walks in the booth and sits to have tea, while another lady joins her and begins the conversation. While in the conversation, the insurance woman finds out that other lady is a sex worker. The awkwardness can be seen on the agents’ face, but she could not walk away in between tea and continues to share the table with the sex worker. It all warms up when the agent finds out about sex worker’s daughter and how concerned she is about her.

“The brand has developed campaigns concerning various issues like Hindu-Muslim neighbors and live-in relationships. It claims to have a purpose and through the campaigns it is attempting to build that image.” Says Ogilvy and Mather SVP Abhik Santara.

The recent two minutes 24 seconds campaign is directed and produced by maker of Ship of Theseus- Anand Gandhi and conceptualized by Ogilvy and Mather. The production team had set up a booth a night before the experiment. With the pouring rush on a weekday morning, the booth attracted many people to drop in for a free cup of tea. It had a hidden camera set up, where people’s reactions were captured. According to the production, there were mixed reaction when people confronted the sex worker. Some people just walked away and some stayed.

“The whole of idea of designing such a campaign for a tea product is that it’s a ice breaker. In the Indian context, when someone sits over a tea its personalized and people tend to share” said Ogilvy and Mather ECD Hrashad Rajadhakshya. Tea is called a social lubricant and the brand has tried to break these social barriers through putting across the table. Santara shared that many people just walked away on face, but some that stayed and spoke to the lady realized that no matter what her job was, the sex worker had as normal life like any of us.

“We have always involved in such campaign because Hindutan Lever has a whole has a purpose to it and through the campaigns like these we convey them to our consumers,” added Karmakar. The basic marketing strategy adopted in the campaigns is to reach out to people on a emotional note by breaking these usual taboos.

On choosing this particular clip, Santara said that it showed the connection between two women irrespective of their professions. How the insurance agent feels when she finds out about the sex worker’s daughter and how she is equally concerned about her daughter like any other normal parent. The campaign is titled Taste Of Togetherness – That Kind Of A Woman, this showed her first reaction.

According to the makers, they are laying out many more such campaigns and we might also see more clips from the same experiment. The campaign will only launch on the digital platform. There are separate television- specific advertisements made.

The advertisement surely leaves an impact on viewers and brings forth the thought to stay and talk or walk away? And how someone like a sex worker can be treated so differently from us? Such campaigns certainly make people to stop and think. Digital platforms have given space to brands to walk out of conventional problem solution promotions.

July 4, 2016