Mumbai: Tata Nexarc on Tuesday announced the appointment of Kapil Ohri as head of performance marketing and customer success. He brings over 15 years of experience in digital media across digital transformation, D2C, media planning, programmatic advertising, and content marketing, working for companies like Mindshare, Ogilvy, Nnnow.com, Afaqs etc.
Ohri shared about joining his new role at Tata Nexarc via a LinkedIn post. He posted, A “New Start,” After several years in the CPG sector, it’s time to reboot. It’s time for a “New Start” and become part of Tata Business Hub team as Head of Performance Marketing & Customer Success (Engagement Marketing). It’s time for a fresh mission – Enable emerging businesses to grow, solve challenges and optimize processes. And with this change, I have also moved out of Delhi NCR. Namaskara Bengaluru.”
Prior to joining Tata Nexarc, Ohri was the deputy general manager at Dabur India. He joined the company as head of digital marketing.
Ohri founded ‘afaqs! Campus,’ a digital marketing education venture that has coached over 2,000 marketing professionals from leading companies and institutes. He is the author of the series of books titled “The Curious Digital Marketer.”
His LinkedIn profile read, “He has won around 35 awards (including team awards as well) at national and APAC level for digital marketing work for brands.”
The Top 100 Digital Marketer Awards in India featured Ohri twice. In 2020, he received the Top 100 Smartest Digital Marketer award from ET NOW & World Marketing Congress. He has also won the title of Top 100 Digital Marketer from Paul Writer PluralSight in 2017.
Mumbai: Ogilvy India has promoted Tithi Ghosh as president and head of office for Ogilvy Bengaluru as Ram Moorthi has moved on from the agency after a twenty five year long association.
The change in leadership came into effect from 1 July 2022.
Ram’s contribution to Ogilvy India, since 1997, has been immense across the Ogilvy India network. In the last two and half decades, Ram has been in leadership roles that included heading the Chennai office, leading the IBM hub, heading Ogilvy’s PR function, leading the Mumbai office to becoming the Bengaluru office head.
Tithi brings with her over 22 years of experience in brand communication. She has an honours degree in Economics from St. Xavier’s College Kolkata and completed her Master’s at MICA. She joined Ogilvy in Bengaluru in 2004.
Over the years, Tithi has become synonymous with the Ogilvy Bengaluru office. She has had her hand in all the successes and wins that the office has had in the last two decades. She has created some fantastic work across brands like ITC Bingo, Titan, Allen Solly, The Hindu, Fortune and MTR. She has also nurtured and built some of the strongest client partnerships for Ogilvy Bengaluru.
In her role as managing partner in Bengaluru, during the pandemic years, she was instrumental in stabilising the business in spite of the pressures and was a pillar of strength to all employees.
On this change in leadership, Ogilvy India group president VR Rajesh, said, “We would like to thank Ram, for giving so much to Ogilvy India. We will miss his passion to always do something different. Not a man to sit on his laurels, we are sure an all new venture is right around the corner. We wish him all the best and lots of love.”
“We are also very lucky to have Tithi to take the baton from Ram. Tithi stands for everything that represents the culture of Ogilvy. The voice of guidance and wisdom is now going to be the hand that guides the next chapter of Ogilvy Bengaluru,” he added.
Tithi Ghosh said on her appointment, “In my 18 years in Ogilvy Bengaluru, I’ve had the good fortune of being part of teams that launched brands that today have grown to be some of India’s most loved. To gain the same love and attention from digitally consummate and socially active consumers of today, requires fresh and new ways of thinking. Our team here has some incredible talent, folks who are passionate about what they do and create. I’m excited about the future as I believe we can partner our existing and prospective clients in changing the conversation around their brands.”
Ogilvy chairman global creative and executive chairman India Piyush Pandey commented, “Tithi has been my valuable partner for years. And I am sure that in the coming years she will further strengthen our client relationships and creative excellence in our Bengaluru office.”
Mumbai: India 2022 is seeing a world of changes in terms of how we perceive things as well as how we express ourselves. As we continue pride celebrations, the voice of the queer community is getting louder and prouder, rising above every obstacle and naysayer.
Livon, in collaboration with the Ogilvy Content Force, takes ‘the Pride month’ to move away from the cookie-cutter, age-old definition of self-expression and representation, breaking away from a world of binaries to truly celebrate the rainbow side of life.
Uncut, the brand new series by Livon, is an initiative to freely talk about things that are usually swept under the rug. But being true to the brand ethos of “self-expression”, they have launched the series with #ExpressWithPride, co-creating with a host of young, opinionated and talented queer creators who have spoken their minds about a lot of pertinent issues starting from what it’s like being non-binary in India to how their professional lives are impacted by their sexuality.
The activity has been rolled out in an integrated manner, starting with videos and promos on YouTube with teasers on Instagram as well as Spotify ads to have maximum impact and reach.
The campaign has struck a chord with the audience due to the sheer unfiltered and fresh nature of its content which steers away from the usual tokenism seen prevalent during Pride. For the first time ever, a brand was not just turning into a rainbow sign or talking about their coming out story but instead, highlighted not just major issues pertaining to the LGBTQIA+ community but all the little things that matter as well.
Mumbai: India concluded its Cannes Lions campaign on a historic high with its best ever haul of 47 metals, which includes five Grand Prix and two Titanium Lions, in another first for the country. Dentsu Creative walked away with ‘Agency Of the Year’ trophy with an unprecedented three Grand Prix wins in a stunning performance by the agency at this year’s International Festival of Creativity.
It is also the first time that India has bagged five Grand Prix in one year at the annual Fest. The award-winning campaigns are ‘The Unfiltered History Tour’ by Dentsu Creative which clinched three, and ‘The Killer Pack’ by VMLY&R, and ‘The Missing Chapter’ by Leo Burnett, which won one each.
India’s first-ever Titanium Lion wins came for Dentsu Creative’s ‘The Unfiltered History Tour’ and Ogilvy’s ‘Shah Rukh Khan – My Ad’ campaigns.
A total of sixteen campaigns won at the prestigious fest this year. The top three award-winning campaigns were Dentsu Creative’s ‘The Unfiltered History Tour’ with a total of 12 metals, FCB’s ‘Chatpat’ with eight metals, and Ogilvy’s ‘Shah Rukh Khan – My Ad’ with five metals.
India’s previous best at Cannes Lions was in 2017, when it took home 40 metals.
Here’s the lowdown on the country’s overall performance at Cannes Level Festival of Creativity 2022:
The maximum metals were grabbed by FCB including three gold, five silver, and 6 bronze. It was followed by Dentsu Creative with three Grand Prix-haul along with one Gold, four Silver, three Bronze, and one Titanium Lions. On the third spot was VMLY&R + VMLY&R Commerce with seven metals including one Grand Prix, one Gold, four Silver, and one Bronze metal.
The most number of Lions came under the Radio & Audio (6), Media (5), and Brand Experience & Activation, Direct, and Radio & Audio (4 each) categories.
There were 121 shortlists this year from a total of 921 entries sent.
Reacting to the agency’s historic performance, Dentsu Creative CEO India Amit Wadhwa said, “Honestly, I am speechless right now, so it is a challenge to find words and new adjectives to express how I feel. To say this is historic almost seems like an understatement. When you start the week with a Grand Prix, then add two more along the week besides a Gold, four Silvers and three Bronze, you feel it’s a dream run. Then you end with a Titanium and it is that ‘top of the world’ feeling. But guess what this is not where it ends, we are ‘The Agency of the Year!!’
He further added, “While we have won what we have, it is also amazing to see all the other agencies from India win big. What a lovely feeling!! We are undeniably proud to be associated with a campaign that takes top honours on a global platform. This indeed fuels the fire of passion and commitment in the team that has relentlessly worked on it. The entire credit goes to each one of them who has been involved, to all our present and ex-colleagues who have worked so hard on the campaign. They are the real winners.”
Dentsu Creative group chief creative officer India Ajay Gahlaut added, “Winning the “Agency of the Year” is an emotion I cannot even begin to describe. When I used to watch other agencies win the title I often wondered if I ever would get that same honour. What they say is true. Dreams DO come true! I’m over the moon with the Titanium win along with the hat trick of Grand Prix and a whole lot of other metals. Not just me I think no one in the entire Indian ad industry has been part of such a huge haul of Lions ever before. And I do believe we are the first full-service Indian agency to win the title of “Agency of the Year”. I doff my hat to the entire team responsible for the Unfiltered History Tours. Those who are with us now and those who have moved on. Congratulations all. For now, it’s party time!”
Ogilvy India, which got India one of the elusive Titanium Lions for its ‘Shah Rukh Khan – My Ad’ campaign created for Mondelez India also shared its elation.
Ogilvy chairman global creative & executive chairman India Piyush Pandey said: “I am delighted that the people’s choice is also the jury’s choice. I am very proud of the team that worked on it.”
Ogilvy India chief creative officers Sukesh Nayak, Harshad Rajadhyaksha & Kainaz Karmakar said: “This is a piece of work that has found love with the masses in India and we are grateful that the idea has also found love with the hugely accomplished Titanium Jury at Cannes. This is a salute to our brave Ogilvy Team, Mondelez India Team, Tech partner – Rephrase, Content partner – Pack Films and Media partner – Wavemaker.”
The work also won the agency a Gold Lion in the Creative Data category, and another Gold Lion and a Bronze Lion in the Direct category as well.
Furthermore, the same campaign also won a Silver Lion in the Tech-led Brand Experiences category.
MUMBAI: India continued its winning spree at the ongoing Cannes Lions Festival of Creativity, earning 19 more Lions that took its total tally to 39- including four Grand Prix- in one of the country’s best performances at the fest yet. The Lions were won across Creative Data, Direct, Media, PR, Social & Influencer categories.
Dentsu Creative scripted history, bagging its third Grand Prix at the Cannes Lions, for its star campaign ‘The Unfiltered History Tour’ under the ‘Social and Influencer’ category. It also bagged a silver lion and a bronze lion for the same campaign.
Reacting to the agency’s momentous performance, Dentsu Creative CEO India Amit Wadhwa exulted, “And it’s a Hat-Trick. Three Grand Prix in four days!! I still have to come to terms with this.”
“Not a single day here can be equated to another. Each day has been unique. And thriving. Today, we add yet another Grand Prix, one Silver and one Bronze to our wins. And yet again, kudos to each and every one of our present and ex-teammates for the dedication, brilliance, and excellence that they have put in and into this journey to get us here. This belongs to them. All of them. We have one more day to go and we are getting a bit greedy now!” he added.
Dentsu Creative group chief creative officer India Ajay Gahlaut added, “Here we are almost towards the end of this Grand Festival, and we win a third Grand Prix today along with a Silver and Bronze. We are definitely writing history here. I am extremely proud of how we have fared so far. And there’s still a day to go. We’re not done yet!”
FCB India also scored 11 metals on the fourth day of the Cannes Lions. The award-winning campaigns included its popular campaign ‘Chatpat’ in partnership with Kinnect + FCB Chicago, ‘The Nominate Me Selfie’ campaign and the Unaids’ ‘Unbox Me’ campaigns.
The Indian contingent also added 14 more shortlists: 8 in Film Lions and 6 in Sustainable Development Goals Lions to round up its final shortlists tally at 121.
Here’s the breakdown of the day four’s wins under various categories:
Creative Data Winners
Ogilvy India won a Gold Lion for Cadbury Celebrations’ ‘Shah Rukh Khan My Ad’ campaign under Data-enhanced Creativity subcategory.
Direct Winners
Ogilvy bagged one more Gold and one Bronze Lion for Cadbury Celebrations’ ‘Shah Rukh Khan My Ad’ campaign in Data-driven Targeting and Use of Digital Platforms subcategories, respectively.
A Gold Lion came for FCB India + FCB Chicago for ‘The Nominate Me Selfie’ under Cultural Insight subcategory.
The agency, in partnership with Kinnect, won one more Bronze Lion for SOS Childern’s Villages India’s young brand mascot Chatpat in Breakthrough On A Budget subcategory.
Media Winners
‘Chatpat’ got Kinnect + FCB India + FCB Chicago, one Gold Lion (Not-for-Profit/Charity/Government) and one Silver Lion (Use of Stunts), as well.
FCB India + FCB Chicago picked another Silver Lion for ‘The Nominate Me Selfie’ in the Cultural Insight Section.
Additionally, Ogilvy and BBDO won one Silver and one Bronze metal, respectively.
Ogilvy won the Silver for ‘Cadbury Perk Disclaimers’ (Food & Drink) – a campaign that asked people who tend to take offence quickly, to ‘take it light’.
BBDO won it for its much popular ‘Ariel See Equal #ShareTheLoad (Integrated) campaign in Corporate Purpose & Social Responsibility subcategory.
PR Winners
FCB India + FCB Chicago won two Bronze Lions in Social Engagement and Cultural Insight subcategories for ‘Unbox Me’ – a campaign for Unaids that advocates for the rights of transgender children via a heartwarming film.
Conceptualised by Denstu Creative, Vice Media’s ‘The Unfiltered History Tour’ won one Bronze Lion in content creation & production.
The campaign via an interactive Instagram filter tells the story of some of the most disputed artefacts in the British Museum through the perspective of communities that they have been stolen from.
Social & Influencer Winners
Denstu Creative picked up its third Grand Prix for ‘The Unfiltered History Tour’ under the Media/Entertainment subcategory. The campaign also picked a Silver Lion under the Social Purpose category.
Kinnect + FCB India + FCB Chicago’s work ‘Chatpat’ won one Gold, one Silver, and Bronze Lion in Not-for-Profit/Charity/Government, Innovative Use of Influencers, and Social Film Series subcategories.
FCB India + FCB Chicago picked a Bronze Lion for Unaids’ ‘Unbox Me’ campaign in the Cultural Insight section.
Shortlists
The final set of shortlists for the Cannes Lions Festival of Creativity 2022 was announced on day 04 and India got 14 shortlists.
‘Chatpat’ by Kinnect + FCB India + FCB Chicago that got three shortlists : two in Fim Lions (Online & Viral Fim, Breakthrough on a Budget and one in SDG Lions (Poverty).
Another campaign to get three shortlists was ‘Machine Gun Mouth’, created by DDB Mudra for Battlegrounds Mobile India. The campaign was shortlisted in Media/Entertainment, Viral Fim, and Social Behaviour subcategories in Film Lions.
‘The Missing Chapter’ by Leo Burnett for P&G Whisper got two shortlists in SDG Lions under Good Health & Well-Being and Quality Education Subcategories.
Enormous Brands got one shortlist in Film Lions (Consumer Goods) for its very popular ‘Jaquar Bath & Lights – Office’ campaign.
‘Pure As Love’, a beautiful campaign by Animal for Bhima Jewellery got one shortlist in Film Lions under Consumer Goods.
BYJU’s ‘Master Ji’, which has already won a Silver Entertainment Lion, got one shortlist in Film Lions in Consumer Service/Business to Business section.
Global Esports’ campaign ‘The Protest Match – The Final That Could Have Happened’ got Isobar one shortlist in SDG Lions under Gender Equality.
Unipads’ ‘Adeli’ got VMLY&R a shortlist in SDG Lions, while VMLY&R Commerce got another shortlist for Unilever’s ‘Smart Fill’ in SDG Lions (Responsible Consumption & Production).
Mumbai: The edtech learning platform, Unacademy has launched its new campaign celebrating motherhood titled ‘Meri Pehli Academy’. The film commemorates the role of every mother as the first teacher, educator in every child’s life.
Conceptualised by Ogilvy, the film showcases the story of a young student – Bulbul, who is moving to a new city to live alone. It highlights how her mother has come along to help her set up the place, guiding her to do things on her own, testing and mentoring her to live her life independently. The heartfelt appreciation soon turns into a deeper realisation, as Bulbul begins to see her mother as her first academy.
The film outlines several instances which reinforce the subconscious learnings from the mother. When the mother asks Bulbul to make ‘chai’ – Bulbul learns the whereabouts of items in the kitchen and it is a metaphor for learning how to fend for yourself. When Bulbul starts unpacking her room, her mother hands her the box opener, highlighting how she is equipping Bulbul to start the new journey.
Speaking on the launch of the film, Unacademy’s partner & chief marketing officer, Karan Shroff said, “Throughout our formative years, our mother figures teach us several valuable life lessons. For most of us, we do not realise during our entire lifetime, the pivotal role they play in our lives, which is that of our first educator, our first Academy.
“This year, we are commemorating the learnings we all got from our #MeriPehliAcademy with the hope that the message resonates with all our learners. It also conveys Unacademy’s promise of being a lifelong ally to learners at every step of their journey along with their mother,” he added.
Ogilvy’s chief creative officer Puneet Kapoor said, “A mother is our first teacher and our first school. From learning our first lessons from her, we also learn valuable life lessons. A mother is the foundation to a child’s being, her/his pillar of strength. The role that a mother plays in a child’s life, can’t be paralleled by any other human relationship. This was the genesis of the wonderful idea of the film:Maa- #MeriPehliAcademy.”
Chivas has appointed Hrithik Roshan as its new brand ambassador with a captivating campaign, ‘Made of Great Character’.
Chivas showcased a refreshing brand image through the new campaign narrative, which highlights a ‘rich blend of success, generosity & brotherhood’, while retaining the brand ethos. The 360-degree integrated campaign will be widely seen on social media platforms, popular newspapers, OOH & during IPL on Hotstar.
Conceptualized by creative agency Ogilvy, the ad film has been shot by the famous French filmmaker and visual artist Jean Claude Thibaut.
The campaign celebrates the spirit of an individual’s positive character that makes them stand out as beacons of grace and gratitude, hope and high ideals. “We see various facets of great character through different lenses that highlight the attributes of self-made individuals who prioritize knowledge and progressive values above materialistic pleasures. The core ideology of character being a true measure of a successful individual with a positive spirit that is cultivated over years & refined over time, is reflected through the campaign,” the company said in a statement.
“The ad film showcases Hrithik as a successful entrepreneur who is pure class, reflective of his positive character. A seasoned actor who has only gained respect for his charisma and bold persona, Hrithik is a class apart both in real and reel life. He embodies modern values and a progressive mindset and is aware of his goals and desires,” it said.
The multi-talented actor, with his sheer simplicity, integrity, kind-heartedness and love for his audience, truly represents the brand’s philosophy, which is also reflected in the campaign film. The film also features actor Mouni Roy.
Commenting on the announcement, Pernod Ricard India chief marketing officer Kartik Mohindra said, “Chivas is an iconic brand for the successful individuals who embody progressive values & appreciate luxury.”
“The brand has always inspired others while celebrating the stories of those who have led the new paths of success. With Hrithik Roshan being one of the most successful and celebrated actors, his inspiring story of upholding great values while riding on the path to success makes him unarguably the best choice as our new brand ambassador. The coming together of Hrithik and Chivas’s outstanding character in the campaign ‘Made of Great Character’, will help forge a new direction for the brand,” he added.
On his partnership with the brand actor Hrithik Roshan, said, “I am thrilled to be the face of Chivas and take pride in being the voice of their latest campaign ‘Made of Great Character’. I truly believe that great values embody great character, which ultimately forges the path to success. I love the core theme of the campaign that encourages people to lead a life that they value and to develop their character. It also connects with so many different aspects of my life.”
“Character defines destiny” – simple, yet powerful words underline the fact that destiny is not a predetermined outside force. Rather, an individual’s future is determined by his inner character. The crux and the core of Chivas exemplifies this. Character is at the heart of Chivas’ spirit. The Chivas campaign revolves around our protagonist, who not just mirrors these values, but elevates character by capturing its many nuances,” said Ogilvy, North, executive creative director and head of design Nitin Srivastava.
Mumbai: KFC fans and Biryani lovers in the country are in for a tasteful treat as Colonel Sanders grants their wishes in true KFC style – with the all-new KFC Biryani Bucket. In a unique combination, KFC’s signature chicken now comes with flavourful Biryani rice and its nothing short of the biryani of your dreams.
The quirky campaign, featuring actor Piyush Mishra, has been conceived by Ogilvy. The film opens with Colonel Sanders destressing at a laughter club and laughing away, when a fellow participant, Mishra, asks him how while KFC’s fried chicken is fantastic, when is he planning to make biryani. Colonel’s struggles begin as he gets questioned by fans asking ‘Biryani Kab Banaoge?’ practically everywhere that he goes! He rises and heads straight to the kitchen, to whip up a bucketful of KFC Biryani, before joyously announcing that ‘Biryani Loverzz…. Ab wait hai overzzz!’
“There is something certainly warm and familiar about a Biryani, just as there is no greater joy than holding a bucket full of KFC chicken. The campaign film is a close representation of just how much KFC fans wanted us to bring together two of their greatest loves – their favourite KFC chicken and flavourful biryani,” said KFC India’s CMO Moksh Chopra. “We are thrilled to render a KFC take on this beloved cuisine, and the KFC Biryani Bucket is an earmark in our journey of designing innovative products.”
“A KFC version of the Biryani was an idea whose time had come,” commented Ogilvy North’s chief creative officer, Ritu Sharda. “The KFC page was reflecting this craving from people for a while. So, when KFC finally dished up its own twist on the cult-favourite Biryani – all our campaign really had to say was: You wanted it. We got it.”
Mumbai: How does one ensure that absolutely no one takes offense to content one posts online? Simple- add a disclaimer that denies any accountability or responsibility whatsoever! Taking this thought further is Mondelez India’s latest campaign for Cadbury Perk titled, what else- ‘Disclaimers’.
The digital times we live in have been shadowed by a climate of social media-triggered outrage and ‘cancel culture’. Brands and advertisements have come under the scanner for allegedly offending the sensibilities of a section of the netizens. Keeping this in mind, Cadbury Perk has come out with a quirky yet impactful campaign that throws light on today’s cancelled culture and urges the country to ‘lighten up’. To bring the ‘Cadbury Perk Disclaimers’ campaign alive, tongue-in-cheek disclaimers have been inserted into popular YouTube videos, to draw attention to the most trivial things that people may take offense to in today’s times.
Reiterating the brand’s proposition of ‘Take It Light’, the campaign conceptualised by Ogilvy, highlights how people today have become overly sensitive and take offense over the smallest things, and need to lighten up. The inserted disclaimers that border on the hilarious help draw attention to the most trivial things that people may take offense to in today’s times. While the internet bursts with criticism at literally every scroll, this campaign urges netizens to chill and lighten up a little.
Mondelez India vice president – marketing Anil Viswanathan said, “‘Cadbury Perk Disclaimers’ is our attempt at addressing the growing cancel-culture, especially the most trivial things posing as strong triggers – right from someone’s hair or holiday plans. Whether it’s a website or a post on Instagram, this culture has augmented the use of disclaimers, and we aim to parody this trend through offbeat disclaimers calling out the frivolousness of some of these issues. Thus, just like Cadbury Perk, urging everyone to ‘Take It Light’.”
To do this, the brand created disclaimers for the most trending videos and top video searches and then used back-end automation to further customise them for countless videos.
The campaign is supported with a digital film that puts the spotlight on controversies the country has witnessed playing out on social media platforms on a frequent basis, which is invariably followed by an apology and another wave of criticism debating the very nature of it. The film concludes by showcasing the brand’s idea of placing mock disclaimers for the most trending videos across genres on YouTube, about hilariously absurd reasons to be offended, thus driving home the message, ‘Cadbury Perk Khao, Light Ho Jao’.
Ogilvy India chief creative officer Sukesh Nayak said, “These days we get triggered by anything and everything. Perk has a history of work that has always stood for keeping things light and fun. So, our idea is quite fun and modern, adding a fun warning before any video that you may watch. Ensuring things remain light, no matter what.”
“Through Perk Disclaimers campaign, we intend to create a counterculture to the habit of finding something controversial in the most unexpected of topics,” added Wavemaker India chief client officer & head – West Shekhar Banerjee. “To give the campaign scale, we needed to find the content most watched by the youth. Since this could mean a massive number of videos, we leveraged the power of AI and automation to create custom ad versions and deployed them against the video which suited it the most. We have created a custom API with Google that would help get a pulse on the most trending videos on YouTube. Custom bumpers would then be created and played before top trending videos on YouTube.”
The campaign is currently live on YouTube and will be further amplified through other relevant digital platforms and content creators, the brand said. Similarly, there would be multiple renditions of the core campaign proposition- whether in the form of a fun consumer or influencer engagement, to remind people to ‘Take It Light’.
Mumbai: Acko, a new-age insurance company has released a print campaign with Ogilvy India to communicate the advantage of using its paperless services over traditional insurance providers, to the digitally-savvy youth.
Insurance companies in India are known for the truckloads of paperwork they make their customers fill for submission for their records. The hassle of obtaining a claim becomes a huge hindrance because of this. As a result, paperwork becomes an enormous and a real pain point for insurance holders.
Acko wanted to exaggerate the pain point. In this case – paperwork. “We created a setting of the typical brick and mortar offices in India – in a decrepit state, with piles of files and folders. Through this execution, we represented how horrifying the paperwork with other insurance companies is to customers – as opposed to the smooth, paperless process that Acko offers,” said the brand in a statement.
Ogilvy India (South) chief creative officer Mahesh Gharat said, “With Acko, there is zero paperwork. Our creative idea and execution was born out of this simple product insight. We wanted to dramatise the pain point and highlight the horrifying experience one has to go through while dealing with traditional insurance companies. To see the campaign come alive on print was truly gratifying. Acko believed in the idea, and to see brands like Acko investing in the craft and not just the message, is great to see.”
