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Tag: Orchard Advertising

  • Leo Burnett gets Vir Das to take on sexist ads

    Leo Burnett gets Vir Das to take on sexist ads

    MUMBAI: Vir Das is back and this time with a vengeance against sexist commercials. Starring in a television commercial for Emami’s flagship men’s deodorant brand He, Das puts on the shoes of every female model who has to go through awkward and uncomfortable film shoots to promote a product. In his signature satirical style, Das takes on several brands, which are instantly recognisable in the parody thanks to their trademark ‘sexist’ ads. Launched digitally on 13 May, the video has already garnered over a lakh views on Facebook, and the YouTube counter is going strong.

    The video starts off with Das sensuously caressing a mango in his hand (very clearly hinting at Slice’s ads featuring Katrina Kaif), while shooting for an ad film, and the scene quickly cuts to a sporty looking bike on which Das tries a sexy pose. He leads the audience to a very familiar ‘fallen angel’ setting of a deodorant advertisement, while subtly hinting at Axe and its flagship range of TV spots that are known to titillate men by objectifying women.

    All the while Das points out how silly it is to objectify women to sell products, just like ‘He Respect’, the deo brand he is promoting, cause ‘real men respect women.’ In fact, another spot released by the brand on May 13 starring the brand ambassador Hrithik Roshan clarifies the brand’s positioning with #AsliMenRespectWomen.

    Conceptualised by Orchard Advertising and directed by Surjo Deb under UBIK films, the one minute video is clever and inspiring — a much needed differentiated brand communication in the men’s grooming product segment.

    “The product had an interesting brand positioning to work with. Highlighting the need to ‘respect’ women, the brand spoke of a different breed of men who are cool because they respect women. It’s not the deo that gets them admiration from the opposite sex, it’s this identity as a man who respects women that does,” shared Leo Burnett chief creative officer Raj Deepak Das, adding that the product idea was also developed by the creative agency.

    When asked about calling out other brands for being sexist in the video, the creative clarified, “While the ad film does communicate the message that a product doesn’t need to objectify women to be sold, the video has done a funny take on it. It is more of a generalisation than targeting any brand and I hope viewers take it in the funny light that it’s been created.” Besides, “you can’t stop a comedian from making fun of things,” he added with a chuckle.

    This isn’t the first time that a brand has taken on advertising stereotypes to position itself differently. Emraan Hashmi starrer Meglow ad that came out last year, came under the critical radar within the industry after speaking strongly against fairness cream ads that claim to perform life altering wonders for men. Though it was debatable whether it managed to stay progressive till the end, the reception it got on social media was quite commendable.

    Treatment of women in advertisement has been a long running debate and a sensitive topic within the industry and thus requires a clever handling, lest it appears run of the mill. It may be recalled that recently a TV spot promoting Ola Micro had to be called off for its sexist intonations that sparked outrage over social media. Thus, a brand communication that speaks directly against it may work in Emami’s favour. Whether Vir Das’ funny take on it will add that much needed factor x, only time will tell.

  • Leo Burnett gets Vir Das to take on sexist ads

    Leo Burnett gets Vir Das to take on sexist ads

    MUMBAI: Vir Das is back and this time with a vengeance against sexist commercials. Starring in a television commercial for Emami’s flagship men’s deodorant brand He, Das puts on the shoes of every female model who has to go through awkward and uncomfortable film shoots to promote a product. In his signature satirical style, Das takes on several brands, which are instantly recognisable in the parody thanks to their trademark ‘sexist’ ads. Launched digitally on 13 May, the video has already garnered over a lakh views on Facebook, and the YouTube counter is going strong.

    The video starts off with Das sensuously caressing a mango in his hand (very clearly hinting at Slice’s ads featuring Katrina Kaif), while shooting for an ad film, and the scene quickly cuts to a sporty looking bike on which Das tries a sexy pose. He leads the audience to a very familiar ‘fallen angel’ setting of a deodorant advertisement, while subtly hinting at Axe and its flagship range of TV spots that are known to titillate men by objectifying women.

    All the while Das points out how silly it is to objectify women to sell products, just like ‘He Respect’, the deo brand he is promoting, cause ‘real men respect women.’ In fact, another spot released by the brand on May 13 starring the brand ambassador Hrithik Roshan clarifies the brand’s positioning with #AsliMenRespectWomen.

    Conceptualised by Orchard Advertising and directed by Surjo Deb under UBIK films, the one minute video is clever and inspiring — a much needed differentiated brand communication in the men’s grooming product segment.

    “The product had an interesting brand positioning to work with. Highlighting the need to ‘respect’ women, the brand spoke of a different breed of men who are cool because they respect women. It’s not the deo that gets them admiration from the opposite sex, it’s this identity as a man who respects women that does,” shared Leo Burnett chief creative officer Raj Deepak Das, adding that the product idea was also developed by the creative agency.

    When asked about calling out other brands for being sexist in the video, the creative clarified, “While the ad film does communicate the message that a product doesn’t need to objectify women to be sold, the video has done a funny take on it. It is more of a generalisation than targeting any brand and I hope viewers take it in the funny light that it’s been created.” Besides, “you can’t stop a comedian from making fun of things,” he added with a chuckle.

    This isn’t the first time that a brand has taken on advertising stereotypes to position itself differently. Emraan Hashmi starrer Meglow ad that came out last year, came under the critical radar within the industry after speaking strongly against fairness cream ads that claim to perform life altering wonders for men. Though it was debatable whether it managed to stay progressive till the end, the reception it got on social media was quite commendable.

    Treatment of women in advertisement has been a long running debate and a sensitive topic within the industry and thus requires a clever handling, lest it appears run of the mill. It may be recalled that recently a TV spot promoting Ola Micro had to be called off for its sexist intonations that sparked outrage over social media. Thus, a brand communication that speaks directly against it may work in Emami’s favour. Whether Vir Das’ funny take on it will add that much needed factor x, only time will tell.

  • LeEco to produce content for India; launches new phone with ‘Supertainment’ package

    LeEco to produce content for India; launches new phone with ‘Supertainment’ package

    MUMBAI:  Chinese technology player LeEco launched its ecosystem membership program along with its latest smartphone Le 1s Eco in India yesterday. The announcement was made in collaboration with Eros Now, YuppTV and Hungama at an event in Mumbai, along with youth heartthrobs Siddharth Malhotra and Jacqueline Fernandez. 

    The company has plans to produce its own content for India. According to LeEco Smart Electronics India COO Atul Jain, “I think we will roll it out in phases. As we go deeper in the content space, producing our own content is an option we are considering. But the easier option in the first few months as a ‘go to to a new market’ is tie-ups. That is why we are currently investing in developing strong partnerships in this market and soon we will get in the content business like we do in China. We are taking one step at a time. That will be phase two for us. By the end of the financial year we might have something coming out of our own production pipeline.”

    That LeEco, like all the other mobile devices companies from across the world, is going all out to woo Indian customers to buy its products is very obvious. LeEco Content VP for APAC William Lee said, “Today we launched our innovative LeEco membership program with partnerships with Eros Now, Hungama and YuppTV.  LeEco is the sole company that delivers a membership program which integrates terminals, clouds and applications in India. Indian Superfans can enjoy more than 2,000 movie titles through Le Vidi, over 100 TV channels via Le Live, and 2.5 million music tracks under LeEco membership.”

    The Chinese company also launched a ‘Supertainment’ package which will be available for Rs 10,899, including Le 1s Eco for Rs 9,999 and a one-year membership fee of Rs 4,900, and a LeEco offer of Rs 4,000. For the first flash sale on Flipkart at 2pm on May 12th, LeEco will offer the Supertainment package at Rs 9,999. 

    Speaking about the Supertainment package, Jain said, “To cope with LeEco membership program, we introduce a special ‘Made for India’ superphone, Le 1s Eco, the first of its kind of integrating a content ecosystem. Le 1s Eco will redefine entertainment in the country. With this blockbuster superphone, we live up to our promise of offering the best value, breakthrough technology and great features at a disruptive price.”

    Besides aiming to provide users with rich and high quality content, the company says that its membership program also integrates comprehensive eco-services like personal clouding services -LeEco Drive, LeMall and aftersales services. In 2015, LeEco global membership revenue reached to $417 million, top of its kind in the industry. The membership program provides users a seamless and extreme experience based on LeEco terminals, clouds, and applications, and will include more quality content and eco-services thanks to the company’s business growth in India.

    Given the high decibel launch that LeEco had for its ‘Supertainment’ membership, one can’t help but wonder about its marketing strategy to take the buzz further.  “We will continue our strategy of reaching out to consumers and users through print and digital for quite some time. Once we are more widely available we will look into going into TV,”   revealed Jain.

    After its Le 1s bagged the ‘online top-selling’ tag having sold over 200,000 items in just 30 days, LeEco is now eyeing to enter the retail market as well. It would have its own brick and mortar stores by June 2016, informed Jain, to showcase and hawk an array of existing and new products that will be launched in the coming months.

    Currently Madison World handles the media account for LeEco while Leo Burnett’s Orchard Advertising Bengaluru does its creative work.

  • LeEco to produce content for India; launches new phone with ‘Supertainment’ package

    LeEco to produce content for India; launches new phone with ‘Supertainment’ package

    MUMBAI:  Chinese technology player LeEco launched its ecosystem membership program along with its latest smartphone Le 1s Eco in India yesterday. The announcement was made in collaboration with Eros Now, YuppTV and Hungama at an event in Mumbai, along with youth heartthrobs Siddharth Malhotra and Jacqueline Fernandez. 

    The company has plans to produce its own content for India. According to LeEco Smart Electronics India COO Atul Jain, “I think we will roll it out in phases. As we go deeper in the content space, producing our own content is an option we are considering. But the easier option in the first few months as a ‘go to to a new market’ is tie-ups. That is why we are currently investing in developing strong partnerships in this market and soon we will get in the content business like we do in China. We are taking one step at a time. That will be phase two for us. By the end of the financial year we might have something coming out of our own production pipeline.”

    That LeEco, like all the other mobile devices companies from across the world, is going all out to woo Indian customers to buy its products is very obvious. LeEco Content VP for APAC William Lee said, “Today we launched our innovative LeEco membership program with partnerships with Eros Now, Hungama and YuppTV.  LeEco is the sole company that delivers a membership program which integrates terminals, clouds and applications in India. Indian Superfans can enjoy more than 2,000 movie titles through Le Vidi, over 100 TV channels via Le Live, and 2.5 million music tracks under LeEco membership.”

    The Chinese company also launched a ‘Supertainment’ package which will be available for Rs 10,899, including Le 1s Eco for Rs 9,999 and a one-year membership fee of Rs 4,900, and a LeEco offer of Rs 4,000. For the first flash sale on Flipkart at 2pm on May 12th, LeEco will offer the Supertainment package at Rs 9,999. 

    Speaking about the Supertainment package, Jain said, “To cope with LeEco membership program, we introduce a special ‘Made for India’ superphone, Le 1s Eco, the first of its kind of integrating a content ecosystem. Le 1s Eco will redefine entertainment in the country. With this blockbuster superphone, we live up to our promise of offering the best value, breakthrough technology and great features at a disruptive price.”

    Besides aiming to provide users with rich and high quality content, the company says that its membership program also integrates comprehensive eco-services like personal clouding services -LeEco Drive, LeMall and aftersales services. In 2015, LeEco global membership revenue reached to $417 million, top of its kind in the industry. The membership program provides users a seamless and extreme experience based on LeEco terminals, clouds, and applications, and will include more quality content and eco-services thanks to the company’s business growth in India.

    Given the high decibel launch that LeEco had for its ‘Supertainment’ membership, one can’t help but wonder about its marketing strategy to take the buzz further.  “We will continue our strategy of reaching out to consumers and users through print and digital for quite some time. Once we are more widely available we will look into going into TV,”   revealed Jain.

    After its Le 1s bagged the ‘online top-selling’ tag having sold over 200,000 items in just 30 days, LeEco is now eyeing to enter the retail market as well. It would have its own brick and mortar stores by June 2016, informed Jain, to showcase and hawk an array of existing and new products that will be launched in the coming months.

    Currently Madison World handles the media account for LeEco while Leo Burnett’s Orchard Advertising Bengaluru does its creative work.

  • Leo Burnett CEO Saurabh Verma’s Top 5 ads

    Leo Burnett CEO Saurabh Verma’s Top 5 ads

    There are some television commercials that leave you with a fuzzy feeling that lingers on much after the 30 seconder has gone off air, there are some that make a strong statement so simply that you’re bound to sit up and take notice and then there are some classics, which are forever etched in your mind.

    Indiantelevision.com spoke to Leo Burnett India CEO Saurabh Verma to get his list of Top 5 ads in India from June – October, 2015.

    Read on to know what he picked:

    1) Amazon’s ‘Aur Dikhao’ campaign was created by Orchard Advertising and captured everyone’s heart by their tagline ‘Aur dikhao.’

    “I really appreciate the ad because it gives variety to people. Its niche is very interesting as it gives cultural insights about Indians and their need for speaking more all the time, which has become part of popular culture. Furthermore, the role of the brand in the campaign is very integral.”

    2) Vatika’s ‘Brave & Beautiful’ is an ad created by Linen Lintas and produced by Film Farm Mumbai. It is a strong ad that gives a completely different insight into the idea of a woman’s beauty. The ad dismisses the common perception that the beauty of a woman lies in her lustrous hair.

    “It is a spectacular ad because the client has done something, which is least expected in this kind of ad category. It was very brave of the brand to do something like this. They have taken a position in the market place by their strong way of communication. It is a purposeful work and very humane.”

    3) HDFC Life’s ‘Apne Dum Pe, Sar Utha Ke’ ad is life created by Leo Burnett. The ad film depicts the importance of a man in empowering his family to live a respectful life. This three minute ad leaves a strong message by its core thought about ‘Sar utha ke jiyo.’

    “I like this ad as it has fantastic content, which deals on the whole brand proposition of ‘sar utha ke jiyo.’ The role of the brand is very integral to the communication. It is very uplifting, positive and optimistic piece of work in the insurance category. I don’t think any insurance company has worked like this for their ad.”

    4) Ambuja Cement’s ‘Great Khali’ ad created by Publicis South Asia. The ad came up with simple yet strong idea by roping in former WWE world champion ‘The Great Khali.’

    “This is the most fantastic piece of work in the entire year. I like this ad because it has taken a very simple yet strong concept. It communicates the message through a playful manner. The content is placed perfectly and is shareable. It has great vitality and has strong storytelling with fantastic characters.”

    5) Star Sports’ ‘Mauka Mauka’ (World Cup) ad produced by Bubblewrap Films has competitive content where India challenges Pakistan for a match. Pakistan had never won a WC game against India in last six attempts and again they lose their ‘mauka’ of winning.

    “It’s a series, it’s a campaign… an idea that extends beyond one’s imagination. According to me it was a spectacular campaign because it had strong content as well as the ability to live in the current period and get people to interact with the content depending on what was happening contextually with the matches.

  • Orchard Advertising names Sharmine Panthaky as VP & head of Mumbai ops

    Orchard Advertising names Sharmine Panthaky as VP & head of Mumbai ops

    MUMBAI: Orchard Advertising has appointed Sharmine Panthaky as vice president and branch head based in the Mumbai office.

     

    She joins from Interspace Solutions, where she worked as national head – retail and customer engagement.

     

    At Orchard, Panthaky will lead the relationship with key clients and work towards the agency’s growth.

     

    Speaking on their move to strengthen its leadership team with this new hire, Orchard Advertising COO Kaizad Pardiwalla said, “Sharmine joins us having had rich experience in business development and leading many national and multinational client relations. In her we found the unique ability to define the purpose for brands and devise business solutions that could unlock their true potential in the market. She will work with a multi-disciplinary team across The Leo Group India’s specialised offerings in digital, retail, activation, etc., thus helping to drive an integrated communication initiative on the brands we partner. I wish her the very best in taking Orchard to new heights.”

     

    Panthaky added, “Orchard has a legacy of great work on brands anyone would be proud to have on their roster. The leadership team has inspiring and exciting plans for the future. The opportunity to be part of this great journey was a no brainer. Since I’m joining mainstream advertising with Orchard after having spent many years in Out of Home, BTL and other disciplines, it gives me great joy and a feeling of being back home. I’m excited to partner clients and contribute hugely in getting great work out, thus helping to grow the agency’s business.”

     

    Panthaky is a marketing and communications professional with over 13 years of media and advertising agency experience across mainline advertising, out of home, engagement, news distribution and BTL.

  • Orchard Advertising strengthens its creative team

    Orchard Advertising strengthens its creative team

    MUMBAI: Orchard Advertising, a part of the Leo Burnett Group, has strengthened its creative team with the appointment of Vinod Eshwer and Neel Roy Cruz as executive creative directors based at its Bengaluru office.

    The duo joins from McCann Bangalore and will report to Leo Burnett India CCO RajDeepak Das.

    Speaking on the appointment, Das said, “Our extensive 5-month hunt for a creative leadership team at Orchard Bangalore ended with Vinod and Neel, who are extremely talented individuals having a strong desire to produce new-age integrated work by thinking beyond traditional media and delivering conversations, acts, and experiences to help brands achieve their goals in the marketplace.”  

    Orchard Advertising CCO Kaizad Pardiwalla added, “Vinod and Neel coming on board to lead Orchard Bangalore’s creative team is a decisive step in making Orchard one of the best integrated communications company in India. Both are a highly talented  and celebrated team and their creative ideology is in sync with that of Orchard India’s i.e. to create acts based on strong ideas and insights which help bring alive the purpose of the brands and create a positive impact on our clients’ businesses.”

    The duo said, “When Raj revealed the agency’s plans and the journey it is embarking upon by handpicking talent and encouraging them to think beyond traditional media, and to communicate in new ways using digital and technology made us pack our bags and hop on board. We are truly living in exciting times where commerce and communication are being shaped and reshaped with every click and swipe. We have got e-butterflies in our bellies.”   

    Both Eshwer and Cruz have more than 15 years of advertising experience. Some of the brands that they have worked on together include TVS, Tata Beverages, Britannia and ITC.

     

  • Kaizad Pardiwalla joins Orchard Advertising as COO

    Kaizad Pardiwalla joins Orchard Advertising as COO

    MUMBAI: The Leo Group has announced the appointment of Kaizad Pardiwalla to head Orchard Advertising as COO, based at its head office in Mumbai.

     

    The Leo Group CEO Saurabh Varma said, “We are delighted to welcome Kaizad to The Leo Group. Orchard, over the last year, has grown by 40 per cent y-o-y and has an incredible momentum. We required a leader with integrated experience to take Orchard Advertising to the next level. Kaizad, with his media-agnostic approach to brand building, is possibly the best candidate to add value to our clients’ businesses.”

     

    Pardiwalla added, “The way brands tell stories is changing from the 30 sec TVC to engaging the customer in conversations and making them a part of the brand story as advocates. Orchard, with its incredibly talented team has always done great work and is now poised to lead this evolution into true trans-media integration. I am extremely happy that I’m a part of this evolution and look forward to sharing my unique experience straddling digital and traditional advertising with my team at Orchard to help us create truly integrated experiences for our clients.”

     

    Kaizad comes with 18 years of experience in the business with the last three being at Grey where he ran the Mumbai operations. He started his career with Lowe Lintas in 1995 and moved to Ogilvy in 1997. After spending seven years at Ogilvy advertising, in 2004, he was appointed as business director, OgilvyOne Worldwide, the digital and direct marketing division of Ogilvy, where he headed the operations in the western region.  After three years, he took over as the national head of OgilvyOne India. During the course of his career, Kaizad has worked with clients such as American Express, Cadbury, CISCO, IBM, ICICI Lombard, ITC, The Economist and Vodafone amongst others.