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Tag: Ogilvy

  • Bajaj Discover to ride on Ogilvy’s campaign

    Bajaj Discover to ride on Ogilvy’s campaign

    MUMBAI: Bajaj Auto‘s Discover the commuter master brand has come out with a new campaign that is conceptualised and executed by Ogilvy Mumbai.

    Bajaj Auto president – motorcycle business K Srinivas said, “The Brand Discover has done well clocking 110,000 numbers per month but we need to take it to the next level. Auto brands have been talking about mileage and maintenance for years. Today, these parameters might not help drive preference. Consumers see them as generics and want a better drive-feel, even from commuter bike offerings. Millions of Discover riders find their ride exciting with power at the fingertips for an amazing ride feel. We wanted the new communication to reflect that clearly. “

    The campaign will stress on the power and thrill of riding the bike.

    Ogilvy NCD Abhijit Avasthi added: “What distinguishes the Discover from other bikes in that segment is the power and thrill it offers the rider. It‘s this compelling proposition the film and the baseline ‘Chalta nahin, Daudta hain‘ aims to capture, in a tongue-in-cheek way. I think the idea is unique in that it is a testimonial by those who don‘t have the product they really wish they had. It takes a light-hearted dig at those with the ‘chalta hai‘ attitude in life”.

    The film was shot by Vinil Mathews of Footcandles Films.

     

  • Justin Rabindra bids adieu to Ogilvy Delhi

    Justin Rabindra bids adieu to Ogilvy Delhi

    MUMBAI: Justin Rabindra, who was vice-president training and knowledge management at Ogilvy Delhi, has put in his papers after an 11 year stint with the agency. He will now move on to pursue professional photography.

    Rabindra said, “During my early years in advertising, I had the exposure to some fine photographers like Pradip Dasgupta, Akash Das, and Adrian Stevens who inspired me to get into photography.”

    Rabindra has organised two exhibitions – Serendipity at the India Habitat Centre in 2008 and Wanderlust at The Alliance Francaise in 2009. At Ogilvy he held different management positions including that of regional knowledge manager, Asia-Pacific, OgilvyOne Worldwide.

    Rabindra has over 25 years of experience and has been associated with various agencies like Ulka Advertising (now Draftfcb Ulka), React Advertising, Mudra Diversified (direct marketing arm), and Team Direct the database and telemarketing consultancy.

  • Ogilvy gets back Incredible India

    Ogilvy gets back Incredible India

    MUMBAI: Ogilvy Delhi won the Ministry of Tourism account for the India Incredible campaign following a multi-agency pitch from among agencies across India. Earlier, the account resided with Span Communications since 2007.

    Ogilvy‘s mandate over the next three years is to provide a strategy and creative vision to take Incredible India to the next level in both, the domestic and international markets.

    Ogilvy South Asia executive chairman & creative director Piyush Pandey said, “I am absolutely delighted that the Incredible India campaign that we had launched in 2003 is now back with us. We look forward to doing some incredible work for India Tourism.”

    Ogilvy & Mather group president – north & east management Sanjay Thapar said, “Building a Brand for the country is probably one of the highest honours that any agency can be given and I am so happy that we have received this opportunity once again for India. We launched Incredible India when the journey first began and will now partner the Ministry of Tourism to take it to greater heights again.”

    Ogilvy India has created campaigns for MP Tourism, MTDC (Maharashtra Tourism Development Corporation) and Gujarat Tourism among others. Ogilvy Delhi is currently handling J&K Tourism and has been empanelled with HP and Rajasthan Tourism in the past.

  • Bates restructures at the top

    Bates restructures at the top

    MUMBAI: Sandeep Pathak and Sonal Dabral are moving on from their positions at Bates India as the agency reshapes following the network repositioning at the end of 2011.

    Dabral is all set to shift base to Mumbai and bid adieu to Singapore where he was stationed while he served as India chairman and regional ECD. He will be joining DDB Mudra as chairman – CCO.

    Bates chairman Tim Isaac said, “At Bates he had resumed a close working relationship with me – we had worked together as a head of office and ECD partnership to great effect at Ogilvy Singapore. Sonal is a great storyteller and has rich creative talents. I wish him all the very best in his new role at DDB Mudra.”

    “Sandeep has been with Bates for 4 years now and has done an excellent job of catapulting the Mumbai office. Sandeep hasn’t decided on his next assignment yet. I wish him the very best for his future,” he further added.

    Issac said, “With our strengths in strategic planning, creativity, engagement solutions and digital along with the high quality talent pool, we are well set up to provide integrated marketing communications services that take full advantage of the new technologies at our disposal. That is what the ‘changengage’ positioning is all about. We look forward to leading the way as the model agency of the future.”

    The agency said it would continue with its growth plans on the back of a strong India management and a suite of offerings across advertising, out of home and digital activation with entities like Bates WallStreet & Landscape and Bates Sercon powering Bates India group.

    The management team at Bates in India currently includes Dheeraj Sinha (regional planning director), Dinesh Shetty (group CFO), Sagar Mahabaleshwarkar (NCD), Praveen Vadhera (country head OOH), Rajesh Ghatge (CEO Sercon ), Srijib Mallik (head, Delhi), Abeer Chakravarty (head, Kolkata) and Vasantha Krishnamurthy (head, Bangalore). The agency has a national presence across five offices including Mumbai, Delhi, Bangalore and Kolkata and roster of clients.

  • Akhil Saxena joins Saints & Warriors as executive creative director

    Akhil Saxena joins Saints & Warriors as executive creative director

    MUMBAI: Akhil Saxena has taken over the responsibility of executive creative director at Saints & Warriors. He will report in to senior VP and branch head Mumbai Sartaj Jaffri.

    In his new role, Saxena will be in charge of monitoring and supervising the creative wheels of the agency.

    Saxena brings with him 23 years of experience to the table. He was previously employed with Percept H for close to six and a half years as creative director. He started his career as consultant copywriter with Lintas India and has had stints with Ogilvy, Madison, Everest, and Triton Communications.

    Jaffri said, “As an agency we look for professionals who can understand the Indian-ness in our audience. Language plays an important role in reaching out to the masses and Akhil has a firm grip over Hindi, which is still the language for emoting in the country.”

  • Ogilvy creates new campaign for Vodafone

    Ogilvy creates new campaign for Vodafone

    MUMBAI: Vodafone India has launched a new campaign to promote the new voice based services on the basic handsets. It also revolves around the thought that a mobile does serve other purposes also apart from just talking and SMSs. The tagline of the campaign is “Kyon ki phone sirf baat karney ki liye nahi hota”.

    Conceptualised by Ogilvy, the brand film is produced by Vikram and directed by Bob while Good Morning Films has created the TVC.

    The new campaign sees the return of Vodafone‘s representatives of the common man – Irrfan Khan and Prakash Raj (for the southern markets). It has a series of films that bring to light the dilemmas he faces and how a mobile can help him resolve some issues.
     
    “While most of us use smart phones and know the possibilities, there is a huge segment of consumers with basic phones and a lot of hesitancy in exploring other services or even data. So even while it is relevant to them, there is a huge inertia, with the lack of awareness, cumbersome activation process and uncertainty on costs and usage. It‘s only fair that we involve and evolve this audience by giving them information they want without the complications. So, a voice based 123 service makes it easier,” said Vodafone India VP-brand communication and consumer insights Anuradha Aggarwal.

    All the services are available through a voice based service from a single number 123, making it easier for consumers to activate them.

    “Irrfan Khan and Prakash Raj have long been our partners in the face of common man as the masses associate with them. With a simple narrative style, they explain technology more effectively for our target audience. It‘s all answered on Vodafone. Bas Vodafone par 123 dial karo aur dekho aapka mobile aur kya kya kar sakta hai,” said Ogilvy NCD Rajiv Rao.

  • Allen Solly launches new campaign conceptualised by Ogilvy

    Allen Solly launches new campaign conceptualised by Ogilvy

    MUMBAI: Allen Solly has launched a new campaign on its theme of Friday dressing. The new TV commercial, conceptualised by Ogilvy & Mather Bangalore, has the core message of “Adios Stressing, Hello Friday Dressing”.


    This TVC is done in the form of a musical, and is directed by New York-based director Marc Wilkins. It is one of the first commercials in India to use the Acapella form of music where all instrumentation is done by human vocal chords. Mumbai-based Nomad Films is the producer of this commercial.


    Ogilvy Bangalore president Simmi Sabhaney said, “The creative idea comes from a universal human truth, that what we wear hugely influences how we feel. So if you are clad in Friday Dressing, you are bound to be infused with the spirit of a Friday on any day of the week. This lightness is infectious, and can result in an office full of happy people loving what they do, and doing a great job of it.”


    Speaking on the new film, Ogilvy Bangalore executive creative director Joono Simon added, “This is the story of a happy office where everyone dresses everyday like it is a Friday. That is, they are smartly coordinated in stylish work casuals from Allen Solly. Which of course removes all stress, keeps their spirits high and gets them to approach work with a relaxed frame of mind.”


    The brand‘s vision is to lighten up the workplace. And it does that through a whole new range of work casuals in bold colours, innovative fabric and young fits.

  • Ogilvy creates a detective campaign for Fox Crime

    Ogilvy creates a detective campaign for Fox Crime

    MUMBAI: Ogilvy Mumbai has created a unique launch ampaign for the Fox Crime channel.

    The campaign aims to popularise this thought: Fox Crime = Crime.

    The agency met different crime fiction enthusiasts to understand the broad triggers and key drivers that make them gravitate towards crime fiction. The learning was universal: Crime fiction is mentally stimulating – It invokes the problem solver / thinker in all of us. Crime Fiction = Mind Games.

    This led to the insight that there is a detective in all of us. One always tends to guess the probable criminal watching a crime programme. It is to do with the inherent need to solve problems and put the pieces together. Therefore, the campaign idea was to bring out the detective in us.

    Consequently the agency concluded the creative thought: Fox Crime. Whodunnit?

    To implement this idea three jumbled films will be aired on national television. Each of these films will tell a different story to the viewer almost misleading him to believe that there are multiple victims, multiple murderers, and multiple motives — leaving them with a mystery to solve.

    Then the viewers can go online to www.foxcrimeindia.com where they can solve / decode the actual crime case. They will have to solve several clues along the way, which will help them deduce the actual case and put the right pieces together. Once they have cracked all the clues is when they will actually solve this mystery case.

    These 30-sec teasers will be aired for approx. 2 weeks following which the final reveal film – ‘Solved Case‘ will be premiered on national television and in the online space.

    Five people who manage to solve the case will get a chance to visit the National Museum of Crime & Punishment in Washington D.C.

    The campaign, besides TV and digital, will also be promoted through OOH, cinema and radio to create the sufficient buzz. Each of these mediums will direct traffic to the website www.foxcrimeindia.com where the audience will be able to solve this case using various digital touch points.

    “The brief was really to be synonymous with crime content in India. The idea originated from the fact that of the different movie genres that exist the one that enamors people the most is detective stories. There is a sense of vicarious pleasure that viewers experience when they put themselves in the shoes of the detective and try and solve the mystery. The mental stimulation, the ‘mind games‘ gives viewers a
    sense of fulfillment when they are able to solve the crime (sometimes even before the detective does ),” O&M managing partner Navin Talreja said.

    He also stated that this campaign encourages people to become detectives as they try to solve the crime that has been presented to them.

    “Our idea challenges the consumers to go beyond watching. It makes them participate. Challenge the detective in you to solve the clues that not just solve the crime but also reveal the film in the correct order,” senior creative director Sukesh Kumar Nayak added.

    Star India VP Jyotsna Viriyala affirmed, “The channel will source content from all over the world. So if you‘re a crime junkie and love to fuel the detective in you, then this is the place to be! This campaign is essentially an awareness campaign and will be as involving as the genre itself.”

  • Ogilvy India retains Lenovo account

    Ogilvy India retains Lenovo account

    MUMBAI: Ogilvy India has retained the Lenovo India account as its creative agency on record.

    This is the first time Lenovo called for a pitch, since its launch in 2005. Ogilvy launched the brand in India and has been handling the account since then. The other agency that participated in the pitch process was Saatchi & Saatchi India.

    This is one of the most critical accounts for Ogilvy India, a senior official said.

    The outcome was a combined effort between the Ogilvy‘s Mumbai office and its global hub in Bangalore, which already handles global assignments for Lenovo. The account will be jointly handled by both the branches.

    According to the agency, “This is demonstrative of Ogilvy‘s ability to build powerful communication campaigns that connect strongly with the youth, which is the primary focus for Lenovo India.”

    Ogilvy South Asia executive chairman and creative director Piyush Pandey said: “I have been very proud of the work we have done in the past for Lenovo India. I see this placement of faith in Brand Ogilvy as the way forward for creating even better work. I applaud the teamwork of our colleagues across offices. Lenovo is a great client that deserves great work; we will spare no efforts in making that happen.”

    Lenovo India director – marketing Shailendra Katyal said, “Lenovo aims to be the No.1 personal technology brand with a strong youth connect. We therefore want to work with partners who are best in class and share our hunger for growth. We chose Ogilvy as our brand custodians as we believe that with its strong creative track record they can deliver the breakthrough work needed for supplementing our brand‘s growth.”

    “India is one of the biggest key focus markets for Lenovo globally. We are delighted to be a part of the Lenovo India success story. Lenovo India has great ambitions, we are very excited to be appointed,” said Ogilvy India Bangalore Hub president Poran Malani.

  • Fox Crime mandates creative duties to Ogilvy

    Fox Crime mandates creative duties to Ogilvy

     
    MUMBAI: As part of its plans to get active on the communication circuit in a bid to expand its subscriber base and get more advertisers on board, Fox Crime channel has handed over its creative duties to Ogilvy India.

    The agency‘s Mumbai branch will handle this account.

    Said Star World VP programming Jyotsna Viriyala while commenting on the channel‘s plans, “There are many elements that work for this campaign. But most of all, it‘s the strong and innovative creative output from a powerful insight about the genre. The campaign involves the viewer/user like the genre would. With minimal advertising, Fox Crime already has a very high awareness score. The purpose of this campaign has been built on it and gets the channel into the immediate consideration set of viewers.”

    It is also learnt that an aggressive ad campaign for Fox Crime will break in the near future. The media mix for this campaign will include television, OOH (out of home), and digital media platforms.

    It may be interesting to note that Ogilvy India already handles the creative mandate for prominent channels from the Star TV stable including Star Plus, Star Gold and Star Jalsha.