ITV

Tag: O&M

  • O&M conceptualises Max New York Life’s new ad campaign

    O&M conceptualises Max New York Life’s new ad campaign

    MUMBAI: Max New York Life is launching a new brand campaign ‘Aapke Sachche Advisor’.

    Created and conceptualised by Ogilvy & Mather, the campaign has been crafted to take the industry issue and concern of mis-selling head on and focus on Max New York Life’s brand promise for the organisation’s quality of advice and need- based selling.

    The campaign will roll out on 14 April.

    Max New York Life Insurance director and CMO Anisha Motwani said, “This campaign has been designed to extend itself beyond promoting life insurance policies and products and begin establishing trust with the consumers by educating them on how to identify a customer centric company and evaluate the correct selling behaviour of the agent keeping in mind the needs of the consumer.”

    The first leg of the campaign launches with the TVC that features a ‘sachcha advisor’ who highlights need-based sales process for its customers and believes in providing right advice. This agent is constantly being lured by another character, ‘the bad agent’, in the film to give wrong advice to make the sale. However, the ‘sachcha advisor’ sticks to his ethics and provides the right advice to his potential customer.

    The company is adopting a 360 degree brand campaign to establish itself as the most trusted player in the industry through its quality of advice and fair treatment with the customers. It is deploying digital and social media platforms, as well as outdoor marketing. As a part of BTL activity, the campaign would be organising ‘nukkad nataks’ or street plays to spread the message of right advice. The street plays will initiate in tier I cities and spread to tier II cities in the later stages.

  • Fevicol launches new campaign to promote Fevicol Speedx

    Fevicol launches new campaign to promote Fevicol Speedx

    Mumbai: Fevicol is rolling out an integrated marketing campaign to promote its ‘fast-setting‘ white adhesive, Fevicol SpeedX.

    Created by O&M, the 25-second TVC will go on air on 25 February.

    This new water-based adhesive works on next generation formula – Nano Magnet Technology, resulting in a strong bond.

    Fevicol division chief – marketing Vishal Malhan said, “As a market leader, Fevicol always strives to bring innovative solutions which are in line with changing trends, tastes and preferences of consumers. In this fast paced world, speed matters more than anything else. The integrated marketing campaign and the launch of Fevicol Speedx‘s first TVC is in line with the strategic direction to create a fast setting adhesive category within the Premium White Adhesive space. We are sure consumers will enjoy the new creative and appreciate the proposition of Fevicol Speedx in bringing speed to furniture making.”

    The TVC brings out the proposition of speed in furniture making. Appealing to humor, the film shows a demanding customer ordering some furniture to be made very quickly and how the carpenter surpasses customer‘s expectation with an express delivery. All because of the of Fevicol Speedx.

    O&M NCD Abhijit Avasthi said, “It is always very challenging to launch a product variant and if it is Fevicol it gets even tougher. ‘Fevicol Speedx”, as the name suggests, bonds faster than the regular Fevicol SH. The communication is around speediness of the product. The communication yet again is humorous and quirky, a tradition set by Fevicol commercials over the years.”

    Additionally, the campaign will be supported by ground level activation and various consumer outreach programs during March and April. All trade centric activities are aimed at ensuring high visibility for the brand in market place. All user centric activities have been planned with the objective of building rapid awareness and inducing trial among carpenter/ contractor community, the company said.

    For driving awareness at user level, the company is also leveraging more than 45,000 of its Fevicol Champion Club members across more than 120 towns.

  • O&M launches Social@Ogilvy

    O&M launches Social@Ogilvy

    MUMBAI: Global advertising agency Ogilvy & Mather announced the launch of Social@Ogilvy ,a worldwide practice connecting all of the agency’s social media experts to deliver solutions across all areas of business.

    From being a specialty offering within Ogilvy Public Relations, the service has been expanded across all marketing disciplines into a global network of social media experts from the complete Ogilvy family.

    Social@Ogilvy connects marketing, communications, CRM, sales enablement, shopper marketing experts among other things to deliver seven big social solutions. In addition to social media marketing and communications ,it will also provide socialCRM, social care, social business solutions, listening and analytics, and Ogilvy’s measurement model Conversation Impact.

    In the Asia Pacific region Social@Ogilvy extends to 23 cities in 15 territories.

    Social@Ogilvy has over 550 dedicated social media experts around the world and 4,000 digital experts delivering global and local solutions. Headquartered in New York, the team is led by global managing director John Bell, chief operating officer Tom DeLuca and Director of Social@Ogilvy in Asia-Pacific Thomas Crampton.

    Bell said, “Now, no matter which door clients walk through at Ogilvy they will connect with the Social@Ogilvy team to deliver agile and measurable solutions. That’s access to social experts deep in every marketing and communications discipline. The real power of social media for business in 2012 and beyond lies in fully integrated solutions not stand-alone social programs.”

    Ogilvy & Mather Asia Pacific chief executive officer Paul Heath said, “The demand for world-class digital and social media solutions across Asia Pacific is growing rapidly. Social media has been the fastest growing discipline over the last two years. Social@Ogilvy brings our social media specialists from all disciplines into an integrated team that supports clients at every stage of the game.”

    Thomas Crampton commented, “Our social media offering is the clear market leader with Ogilvy winning more awards in social media than any other agency in Asia. The launch of Social@Ogilvy enables our global network of social media strategists to bring best-in-class social media expertise to all clients across Ogilvy Group.”

  • O&M crafts the perfect match for Best Rice

    O&M crafts the perfect match for Best Rice

    MUMBAI: Ogilvy & Mather has conceptualised the latest TVC for Best Foods’ rice brand based on the concept of ‘the perfect match’.

    The TVC is an effort towards establishing the brand’s corporate identity and is produced by Chrome Pictures.

    The agency started by designing things like the stationery and new packaging design. The new pack was an instant rage in the market because of its fresh and ethnic Indian look.

    Best Foods Ltd business director Aayushman Gupta said, “We had an interesting challenge to reposition rice from an uninvolved product for the consumer to a desirable brand. The positioning and communication had to be out-of-the-box, clear, uncluttered and keeping with the times through its cues and presentation. The entire team at Ogilvy Delhi thought wonderfully to help us plan and execute the same.”

    Ogilvy Delhi deduced an insight that rice is never eaten in isolation and came up with the idea of ‘The Perfect Match.’ Three scripts were devised for three strategic markets. Each commercial weaved a story about a perfect couple.

    Ogilvy New Delhi executive creative director Ajay Gahlaut said, “There are various ways of bringing the thought of ‘The Perfect Match’ alive and several were tried. But experience shows that consumers always warm up to human stories. Specially love stories, which is where we hit upon the idea of using different couples to make our idea talk. The chemistry between the couples brings charm to the commercials while effortlessly communicating the brand benefit.”

  • O&M buys 33% stake in DTDigital to expand in Australia

    O&M buys 33% stake in DTDigital to expand in Australia

    MUMBAI: Ogilvy & Mather has acquired a 33.3 per cent position in STW’s leading digital communications firm, DTDigital.

    STW Group owns 66.7 per cent of Ogilvy Group Australia, with WPP holding the remaining 33.3 per cent. The investment by WPP in DTDigital brings its ownership in line with that of Ogilvy Australia.

    DTDigital, one of Australia’s successful digital agencies, joined STW Group in 2003 and during the next eight years grew revenues from $1 million per annum to forecast revenue for 2012 of $14 million. Clients include Bunnings, Myer and NAB.

    “Ogilvy knows brand, social and CRM while DTDigital provides great digital, channel and technology skills making the combination a winning formula. We have worked in partnership for the past four years and acquiring part of DTDigital cements that relationship, allowing us to offer first class integrated digital to clients inside Australia and across Asia,” said Ogilvy & Mather Asia Pacific CEO Paul Heath.

    For the past four years, DTDigital has been working alongside Ogilvy in Melbourne. Today DTDigital has more than 110 full-time staff in its Melbourne office.

    STW Group CEO Mike Connaghan said: “It’s not in our nature to sell parts of our prized assets but the logic in this instance was overwhelming. DTDigital already partners closely with Ogilvy Group Melbourne, and there are intentions to expand this partnership with Ogilvy to other markets. The integrated nature of many of our client campaigns makes it absolutely right for Ogilvy that we have DTDigital even further aligned with that business. It’s a good deal for all stakeholders.”

    DTDigital, an award-winning digital marketing design and technology company, was founded by STW Group’s chief digital officer David Trewern in 1996. DTDigital evolved from a multimedia design studio into a business that’s helped transform some of Australia’s leading brands in the digital age.

    Success has come through a full-service offering, which includes deep specialisation in high growth areas that are not typically part of an ‘advertising agency’ offer.

    DTDigital has been able to develop capabilities in specialist areas beyond strategy, creative and production such as user experience, design and consulting, advanced web application engineering, eCommerce, email marketing, data and analytics, social media and social business strategy, mobile marketing and application development, and immersive ‘beyond the browser’ digital experiences.

    “This deal accelerates DTDigital’s launch to the Sydney market. Andrew Baxter, David Trewern and Brian Vella were instrumental in bringing the businesses together in Melbourne and the same team will ensure it is an instant success in Sydney,” Connaghan said.

  • IDBI Federal launches new campaign created by O&M

    IDBI Federal launches new campaign created by O&M

    Mumbai: IDBI Federal Life Insurance has launched a new ad campaign to announce the launch of its new ‘IDBI Federal Childsurance Dreambuilder Insurance Plan‘.

    It is positioned as the ‘child plan that does not fail‘.

    The campaign taps into the insight of how most parents would not like to live with the regret that their children were not able to pursue the career of their choice, especially since they are responsible to plan for their children‘s education.

    It is conceptualised by Ogilvy & Mather and executed by Curious Films. It aims to differentiate Childsurance from other methods of planning for children‘s education which may fail if they fall short at the last minute.

    O&M head of planning Kawal Shoor said, “In a world of goody-goody child plan advertising, we wanted to ensure that IDBI Federal‘s Childsurance stood out. And there‘s nothing like some naked truth, well told, to set you apart in a sea of plastic emotions. Hand-on-heart, many of us have felt, sometimes very often, that had our fathers invested in a particular company stock, or bought that piece of land which was going cheap years ago, we would have been somewhere else. This uncomfortable truth became the cornerstone of our campaign, and the challenge was to do it in such a way, that the campaign acts like a gentle pinch and yet land the key message of – a plan that never fails, powerfully.”

    IDBI Federal Life Insurance Sr VP, head – marketing and product management Aneesh Khanna added, “Choosing the right plan is very critical today, given the rising inflation in education costs. Childsurance has the in-built Waiver of Premium benefit which allows the planned accumulation of funds to continue even in the absence of the provider. This will ensure that the child‘s education plans are not compromised due to lack of funds.”

  • Cadbury India sweeps away Client of the Year Effie Award 2011

    Cadbury India sweeps away Client of the Year Effie Award 2011

    MUMBAI: Cadbury India made a victory at the Effie Awards 2011. Leading with 80 points, it was acknowledged as the Client of the Year.

    Cadbury India pocketed Golds for three of its campaigns in consumer products-beverages/drink, confectionary and food category. The campaigns were- ‘Shubh Aarambh‘ for Cadbury Dairy milk, ‘Iss Diwali Aap Kise Khush Karenge‘ for Cadbury celebrations and ‘Meal time Meetha!‘ for Cadbury dairy Milk. It also won gold for ‘Shubh Aarambh‘ for Cadbury Dairy Milk in Integrated Advertising campaign category.

    It won silver metals for ‘Twist, Lick, Dunk Oreo‘ campaign for Cadbury Oreo and ‘Iss Diwali aap lise khush karenge?‘ campaign for Cadbury Celebrations.
    Rank Client Name Gold Silver Bronze Total Points
    1 Cadbury India Limited 4 2 – 80
    2 Vodafone India Limited 2 1 1 45
    3 Hindustan Unilever Limited 1 – 4 35
    4 Pepsi Foods Pvt. Ltd. – 1 – 35
    5 Ceat Limited 1 1 – 25
    6 Idea Cellular Limited 1 1 – 25
    7 Hero MotoCorp. Ltd. – 2 – 20
    8 Marico Limited – 1 2 20
    9 Volkswagen India Private Ltd. – 2 – 20
    10 Audi India Ltd. – 1 1 15

    Vodafone collected two Golds for the campaign ‘BlackBerry for Everyone‘ in Services: telecom and related products and integrated advertising campaign categories. Its Silver came in from ‘Vodafone Super Zoozoo-Coming from behind‘ campaign while the Bronze came in from ‘Vodafone-winning the Indian mobile number portability battle‘ campaign.

    Number 3 spot winner HUL won its Gold from Dove‘s ‘Ambush the Ambush‘ campaign created by O&M. It collected its Bronze metals from ‘Walking the tight rope‘ campaign for Pond‘s Dreamflower talc, ‘Lifebuoy Superfast Handwash‘ campaign for Lifebuoy, ‘Jammy Art‘ campaign for Kissan Jammy and ‘3 Roses believers (Fans) v/s Non-believers (Hero) campaign for Brooke Bond 3 roses.

    Pepsi took away the Grand Effie for ‘Change the game‘ campaign. It also won for the same campaign in Integrated Advertising Campaign category.

    Ceat bagged Gold for ‘Be Idiot Safe with Ceat Bike tyres‘ campaign for Ceat Gripp (category- consumer durables- automobiles and auto parts, two wheelers and auto related) and a Silver for the same campaign in integrated advertising campaign category.

    Idea Cellular won a Gold for ‘No Idea, get Idea-MNP‘ campaign and a Silver for ‘Languages‘ campaign, both in Services: Telecom and Related Products category.

  • Fortune launches new TV campaign ‘Har maa ke dil mein’

    Fortune launches new TV campaign ‘Har maa ke dil mein’

    MUMBAI: Adani Wilmar‘s Fortune has launched a television campaign, ‘Har maa ke dil mein‘ today.

    The 75 second TVC is rooted in the philosophy that there is no greater joy than the joy of eating home cooked meals.

    It is developed by the Fortune‘s marketing team along with O&M and leverages the emotions of ‘the unmatched taste of mother‘s cooking‘ and the ‘lengths to which a mother will go to provide her child with nutritious food.‘
     
    Adani Wilmar COO Angshu Mallick said, “Fortune‘s efforts is always to own the mother‘s heart, because when it comes to her child, it‘s always the heart that wins over the head. All mothers in our country love cooking for their children and providing them with delicious home cooked food; this thought forms the core of our communication strategy. The TVC reinforces Fortune‘s brand message to both our existing and prospective consumers.”

    O&M EC and CD South Asia Piyush Pandey said, “Fortune is a market leader who needs to drive the brand as well as the category. The category is food, which is the basic essential in everyone‘s life, and the basic driver of emotions in any family.

    “We have used SD Burman‘s song ‘Meri Duniya hai Maa…‘ as perhaps the most perfect ode to a mother. I am delighted with the film, which I think will touch a chord with every member of every family,” Pandey added.
     
    The new campaign, with over 5000 spots (average 40 seconds each) will run across 20 channels, including Star Plus, Star Pravah and Star Jalsha (the first commercial break of all Serials in the evening to be exclusively Fortune 75-seconder ad). Other properties like cricket on Neo Cricket are also part of the deal.

    There will also be an internet campaign with over 10 million impressions in digital media, outdoor campaign in metro cities and a radio campaign spanning 40 different locations. The campaign will also feature on over 2000 digital cinema screens across the country and on DTH channels of various providers.

  • Piyush Pandey throws light on O&M’s Lion-winning “Train” campaign

    Piyush Pandey throws light on O&M’s Lion-winning “Train” campaign

    MUMBAI: Great ideas are often the simple ones. The same can be said about Ogilvy & Mather‘s film titled ‘Rail Gaadi‘ (Train), the winner of Gold in the Film Craft Lions category at Cannes.


    The campaign was created within 15 days after the creative team was briefed.


    “It came fairly out of the blue. The Railway board had partnered with the XIX Commonwealth Games 2010 Delhi. Soon, they realised that they have got lot of free air time as part of the sponsorship. So they needed to have a film; I met with the Railway Board chairman Vivek Sahai and we decided to create one,” said South Asia Ogilvy & Mather India executive chairman and. creative director Piyush Pandey.


    Conceiving something creative for as dry a product as the Indian Railways was a challenge in itself. But there was the advantage of working for a very powerful brand that stays connected with people and makes trade possible.


    Pandey himself has very fondful memories attached with this historical brand and this this motivated him to work more passionately.


    He revealed, “I have travelled in trains — extensively, especially when I was playing cricket and have some fond memories. We didn‘t want some mundane stuff — despite having a very short timeline. With passionate talents such as Sukesh and Hiral and team, we wanted to make something that would touch people‘s hearts – just like the railways.”


    Convincing the client wouldn‘t have been an easy task: after all the film was on its way to be aired during the prestigious Commonwealth Games.


    “Mr Sahai fell in love with the ad instantly. Albeit, it took him some time to convince other members on the railway board,” Pandey recalled.


    Shooting the film at Kolkata had its own intrinsic reasons.


    “The pace of the film demanded a typical township and Kolkata met the criteria. The buildings were charming and the lanes made the human train look spectacular,” said Prakash Varma who directed the film, “We shot the whole film in just three days, with everyone in the team contributing. It was really tiring for those who formed the train as they kept running and passing through some really difficult and claustrophobic lanes.”


    Why were there no women in the human train?


    “Being a part of the human train was very demanding -– physically and mentally. Also, we wanted to keep the group of people as ordinary as possible”, Varma clarified.


    The choice of soundtrack also remained steady from the beginning and Indian classical musician Taufiq Qureshi was roped in to invent creative voices for the film.


    “Taufiq was working with me at Blue Frog and saying, “oh, we can do better than that” — magic happened. A simple idea, perhaps. But the most beautiful things in our lives are simple. Also, Railway Board executive director passenger marketing Chandralekha Mukherjee helped us a lot in getting permissions to shoot at some very beautiful spots,” said Pandey.


    For Pandey, winning awards is never a priority. But if it happens, he appreciates the recognition.


    “Awards don‘t matter to me –- what does matter is how much our work is loved and appreciated. We should create more practical ads that are not just for the award nights but can be aired and seen by the common man.


    “For example Zoozoos — they were regular ads that won awards -– not some special film or campaign created only with the intention to win awards. One can find many ads that were never even seen before the awards night. So, how does one use awards as a threshold for creativity?” Pandey asked.


    But the film being played during the closing ceremony of the Commonwealth Games was nothing less than winning Gold at Cannes, said Pandey.


    “With 3000-4000 volunteers running in the stadium and the Prime Minister clapping to the tune of our film, what more could we have asked for. It was one of the most joyous moments of my life. No one ever questioned the creativity of our film after that,” Pandey affirmed.


    Indeed, creativity has no language and this film is at the pinnacle of this thought, asserted Sukesh Kumar Nayak, who was another creative director for the video, besides Pandey and Heeral Akhaury.


    “While awarding us, the film was played for everyone in the hall. After watching the video, a representative from JWT Russia congratulated me and said that we have done a great job. The film had no dialogues, it was for Indian Railways, shot in Kolkatta, and this guy was from St. Petersburg and still he could relate to it. That‘s an achievement”, Nayak concluded.

  • O&M bags creative biz of Taco Bell

    O&M bags creative biz of Taco Bell

    MUMBAI: Yum! Restaurants India, which has a chain of restaurants and eating joints, Pizza Hut, KFC and Taco Bell under its banner, has assigned the creative duties of Taco Bell to Ogilvy and Mather India.

    O&M now has the creative mandate for two of Yum‘s brands — KFC and Taco Bell.

    Until now JWT India handled the Taco Bell account. Though the agency still retains the Pizza Hut brand.
     
    There was no pitch involved and the account will be handled out of O&M‘s Delhi office.

    Ogilvy and Mather India group president North and East Sanjay Thappar said, “We have been handling the KFC business. The client has given us the Taco account based on the work we did for KFC.”