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Tag: Orchard Advertising

  • Bigg Boss 7 takes the road to heaven and hell!

    Bigg Boss 7 takes the road to heaven and hell!

    MUMBAI: What do James Bond and Colors’ reality show Bigg Boss share in common? It’s the number 7. In its seventh edition this year, the Endemol-produced Bigg Boss will begin airing from 15 September promising action like ‘never seen before’.

     

    A pointer is the new theme that has been planned for this year’s theme, which plays with the two afterlife abodes – heaven and hell amplifying the message the pleasure of heaven and the pain of hell. And the tag word they have coined for this year is Bigg Boss Saath 7 (Remember Big Boss Five Five and Season 6 Alag Che?).

     

    Says Colors marketing head Rajesh Iyer: “This season Bigg Boss will make sure that you get to see heaven and hell *saath-saath* on Bigg Boss Season 7.”
     

    The teasers that hit TV screens this week show an open gate with one side leading towards heaven and the other towards damnation or hell. And if you look closely at the promos which are on air you will see Sallu aka Salman Khan donning the avatars of an angel and the devil. The campaign will involve print, digital, mobile and below the line mediums. The face behind the TV campaign is Orchard Advertising and Tubelight films.

     

    The number 7 has been incorporated into many aspects apart from the tagline. The number of participants is 14 (2 X 7) and all the action during the show will be captured on 70 cameras. “The message is simple – pleasure or pain: both are inevitable and there is nothing to be taken for granted,” says Iyer.

     

    Inspiration has been taken from the mythological space and the pleasure of heaven has been articulated as ‘wow’ and pain as aao. Khan will be seen his usual cheerful self and being an improviser himself has created his own catchphrase ‘By God.’ Seems to be very pun intended!

     

    Speaking about what made them choose this particular theme this year Orchard Advertising Executive Creative Director Hemant Kumar Sivan says that they had two tasks to deal with: to raise the curiosity and interest levels amongst viewers and to present Khan in a fresh manner.

     

    “We worked with the simple truth of life that, heaven and hell are of man’s own making. It all depends on how one deals with what life has to offer,” he says intending that the inmates are going to face some hell-like situations and only one of them will survive the best of both worlds.

     

    Living up to its reputation of being very interactive on social media, a heaven versus hell interaction will be initiated every day post the trailer launch. “As of now, we are just feeding cues for people to pick up,” says Colors digital head Vivek Srivastava.

     

    Previously, the fifth season saw two biggies Salman Khan and Sanjay Dutt, both involved in the promotional campaign with a special music video featuring the two while the sixth season played on the theme alag che (it’s different).

     

    Bigg Boss hasn’t gone without its share of controversies. The year 2011 saw the show go into a slightly negative zone with Indo-Canadian porn star Sunny Leone and the channel was pulled up for using the national anthem to promote the show in movie theaters last year. It hasn’t given up hope but. Even this year it will continue to air its promos on theater screens.

     

    According to Colors CEO Raj Nayak its non-fiction shows generate more traction from advertisers than its fictional shows and Bigg Boss gets some of the biggest brand. However, he adds that it works as a loss leader and the channel has been investing in it because it is a cult show. This apart, it generates a lot of buzz. Estimates are that it is in the region of Rs 15-20 crore.

     

    Going by the lyrics of Black Sabbath’s song if it seems to be real, it’s illusion the happenings in the house surely seem to be on the same path. The number seven is lucky for a lot of people. Will it be the same for the Bigg Boss’ Eye or will it suffer a seven year itch with its viewers?

  • Emamai’s new TVC for Navratna Cool Talc

    Emamai’s new TVC for Navratna Cool Talc

    MUMBAI: Indian personal and healthcare business Emami Limited (Emami) plans to include a TVC by Orchard Advertising as a part of a new campaign ‘Thand Thanda Cool Cool‘. The roll-out of the new campaign in early-June this year would be done via press ads, TVCs on all major Hindi general entertainment channels (GECs), radio spots and in-theatre commercials targeting the markets of UP, Bihar, MP, Maharashtra, Jharkhand, Chhattisgarh and Tamil Nadu.

    Orchard Advertising, a part of The Leo Group India has conceptualised the new TVC for Emami‘s Navratna Cool Talc, as the name suggests, is a talc that provides relief from heat.

    Using power failure in summer as the main prop, including a tune that blames electricity for the discomfort, the 44 second raw creative runs though different peoples‘ unsuccessful attempts to beat the heat. The creative concludes by offering the smallest air-conditioner in the world – Eamami Navrantna cool talc. This commercial has been directed by Gajraj Rao and produced by Code Red films

    The Leo Group south Asia chairman Arvind Sharma said, “Heat, sweat and body odour are the most common but yet unsolved problems that bring discomfort and frustration in our lives. These only worsen with the frequent load shedding in hot summer days. Power cuts are very common especially during the hot summer season when demand far outstrips supply. The creative idea for the commercial stemmed out of this insight. We wanted to engage consumers with a communication in real but funny situations, which makes them think -Yes, this happens to me too! The music also played an important role to enhance the load shedding idea and the difficulties everyone faces during that time.”

    Emami CEO sales supply chain and human capital N. Krishna Mohan said, “Over the years, our brand Navratna Cool Talc has been successfully positioned as the “World‘s smallest A.C” that delivers the benefit of cooling. Hence, we found this creative idea for the commercial to be a highly relevant positioning for the brand. We hope, with this brand communication, to successfully connect with the target audience, especially those who do not spend their day under air controlled environs. With this TVC we hope to directly address a genuine problem of a common man‘s life.”

    The TVC will be presented to television‘s couch potatoes in India soon along with the brand new ‘Thanda thanda Cool Cool‘ TVC campaign featuring Bollywood biggie Shahrukh Khan.

    Orchard‘s clients include Godrej, Piramal Healthcare, Colors, Jyothy Labs, Eureka Forbes, Wipro, SAB Miller and Essilor.

  • Orchard Advertising appoints Sameera Dowerah as creative director

    MUMBAI: Orchard Advertising has appointed Sameera Dowerah as creative director.

    She will partner Sagar Prajapati, also a creative director, in leading the creative function in Bangalore.

    Orchard Bangalore vice president and branch head Anish Daryani said, “Sameera brings in the solidity we needed to strengthen our creative firepower. As a great thinker, expressive writer and exemplary leader, she‘s everything one would expect from a creative head. This is also in line with our strategic call to provide better creative output for our brands. I‘m confident our clients will be benefactors of her creative abilities.”

    Dowerah said, “Orchard over the years has created a niche for itself. That smart, sensible, quiet yet witty kid in class? That‘s Orchard for me. Their work reflects this too. It‘s always been simple, yet smart and witty. Perhaps the reason why the communication they created is still remembered.”

    Dowerah comes with 12 years of experience in the business and has worked on brands like Arrow, Reliance Jewels, the USL portfolio, Amante and Mantri Square. She spent her last seven years at Rediffusion-Y&R. Prior to Rediffusion-Y&R, she was with McCann Erickson, Bangalore where she worked on TVS Scooty, Scooty Pep, Kwality Walls and JTI.

    Orchard Advertising is part of The Leo Group, which also includes Leo Burnett and Black Pencil. Some of the agency‘s clients include Wipro, SAB Miller, Essilor, Decathlon, Godrej, BlackBerry, WaterHealth India and Piramal Healthcare.

  • Orchard innovates with social media for Decathlon’s recruitment drive

    MUMBAI: Orchard Advertising recently created a first-of-its kind digital recruitment campaign for Decathlon Sports India, a subsidiary of France based Decathlon Sports International.

    The initial brief was to create a recruitment ad. Instead of doing the obvious thing i.e. recommend a print campaign that would reach millions of people and invite CVs, Orchard identified two key challenges and decided to tackle them in an out of the box manner.

    The first challenge was that not many people outside Bangalore were aware of Decathlon, and so the response a print ad would generate was questionable. Secondly, Decathlon has a strong culture of hiring sports passionate people. Everyone who works at Decathlon, from the sales personnel, to the CEO himself, actively plays and promotes sport. Hence, a print campaign would never allow the recruiters to sieve out the sports-passionate people from among the respondents.

    Orchard then decided to design a digital campaign that would (i) create awareness about Decathlon in India and (ii) get relevant enquiries from people who are passionate about sports.

    The agency chose social networking website Facebook as a participation platform, with conversations being mirrored on Twitter and Linkedin. The target is to hire 100+ sports enthusiasts over the two-month campaign across departments – stores/IT/logistics/finance/legal /real estate across the country. The campaign started with an online teaser that ran for five days, which spoke of job opportunities for sports lovers. On the sixth day, the recruitment campaign was revealed through five short films, made specifically for the digital medium. The films showed various sports enthusiasts who were misfits in their current jobs, and were probably better off working for Decathlon where they can find like-minded people who appreciate their passion for sport.

    The films, made by production house Nirvana Films, and released on YouTube, were posted for fans to see on Facebook. All people had to do was to like the “work for sport” page on the social networking website and click on the “Apply Now” tab. This was a special application created on Facebook, which allows one to see jobs available, job descriptions, requisite qualifications, and apply. In addition to this, applicants had to create a video of theirs’, expressing their passion for sport and Decathlon and post a link on the application. Mumbai-based digital agency WATConsult was hired to develop the application and manage the social media conversations over the two month of the campaign.

    Orchard vice president and branch head Anish Daryani said, “The most exciting part about working with Decathlon is that they already have a strong Human Purpose – the democratisation of sports in India. It gives us an opportunity to exploit our creative ideas to tackle some key social issues pertaining to sports in India. We are in a timeline that calls for a change in human behaviour, and that’s exactly where the proprietary HumanKind® philosophy of The Leo Group comes into play. I think our ability to understand the Decathlon brand, and use this to think on new media opportunities, calls for a beginning of this great partnership. Moreover, in Decathlon, we’ve found a client that’s willing to try out new things, junk clichés, and open up to fresh ideas.”

    Orchard chairman and national creative director Thomas Xavier added, “It is rare to get an opportunity to work on a brand that is so strongly inclined to bring about a social change. The strong ethos of the brand gives us an opportunity to push ourselves towards a larger cause.”

  • Orchard Advertising picks Kishore Karumbaiah as creative director

    Orchard Advertising picks Kishore Karumbaiah as creative director

    MUMBAI: Orchard Advertising has appointed Kishore Karumbaiah as creative director.

    Based at the agency‘s headquarters in Bangalore, Karumbaiah will partner Orchard Advertising creative director Sagar Prajapati in leading the creative function in Bangalore.

    Karumbaiah‘s last stint was with JWT Bangalore as creative director.

    Orchard Advertising chairman and national creative director Thomas Xavier said, “Kishore brings with him the perfect mix of youthful exuberance and skill to lead a young team of creative enthusiasts. We expect his contribution in upping the creative standards of the agency further, making our brands and clients benefactors of this progression.”

    Karumbaiah added, “I was looking for a hungry agency, and in Orchard, I found my match. Orchard and The Leo Group are known for their creative prowess, and have produced some of the best work the country has seen. This gives me an opportunity to fuel this trend and further the creative standards of this agency. I‘m also excited about gaining from the collective experiences of the team here and thrilled about getting an opportunity to groom and nurture some really good young talent we have here.”

    Karumbaiah comes with over 12 years of experience in the business having worked on brands like Airtel, ITC stationery, Nike, Infosys, Microsoft, Lenovo, Tanishq, Fastrack, Kingfisher, Citizen Watches, Levis and TVS. Prior to joining JWT, he had also worked with Rediffusion-Y&R, Ogilvy & Mather, Hakuhodo Percept, MAA Bozell and Lowe Lintas.

    Orchard Advertising is part of The Leo Group, which also includes Leo Burnett and Black Pencil. Some of the agency‘s clients include Wipro, SAB Miller, Essilor, Godrej, BlackBerry, WaterHealth India and Piramal Healthcare.

  • WaterHealth entrusts Orchard Advertising with creative duties

    WaterHealth entrusts Orchard Advertising with creative duties

    MUMBAI: Orchard Advertising has bagged the creative mandate for WaterHealth India , a social enterprise in the community water space.

    Other agencies who participated in the pitch included JWT Mindset, Mudra, Bates, Rediffusion-Y&R, Euro RSCG, Ogilvy and TBWA.

    Orchard will handle the account out of its Bangalore office.

    Confirming the news to indiantelevision.com, Orchard Advertising Bangalore VP and brand head Anish Daryani said, “I believe we out-hungered and out-passioned the other competitors in this case. We immersed ourselves in the planning and reached out to the areas of Gujarat, Andhra Pradesh and Karnataka where the client interacts with consumer.”

    Thomas Xavier chairman and national creative director Orchard Advertising said “This is a great achievement for the agency, and we’d like to acknowledge the faith WaterHealth India has bestowed upon our abilities. I think we were able to immerse ourselves completely into the category, and consumers, which led to a thorough understanding of the business. We’ve acted in character, and have been rewarded for it.”

    Daryani also said that this win gives further support to the fact that in today’s environment, the size of the agency doesn’t matter as “we are in the ideas business.” The agency has a designated team in place working on the project.

    WaterHealth India COO Vikas Shah said, “WaterHealth’s business is a confluence of social and commercial objective plus the business is based on a decentralized public utility model. Given these complexities, the conventional advertising and marketing techniques don’t work in this space. We found Orchard to be appreciative of these challenges and willing to work within these boundaries; also their approach to consumer centricity and questioning of the established business practices appealed to us.”

    WaterHealth marketing head India Arup Bansal added, “Orchard had a compelling and differentiated approach towards positioning our brand, Dr. Water, in the rural markets. The brand strategy proposed by Orchard resonated well with our business strategy and through this partnership we are geared to create a memorable and effective brand for rural India.”

    “We used Leo Burnett’s proprietary brand tool named HumanKind which allowed us to have better brand insight and lead brand purpose in a better manner,” averred Daryani.

    The media mix for ad campaign, slated to be launched in the coming month, will be activation-led and will primarily exploit BTL (below-the-line) and print media channels with special emphasis on brand engagement.

    The aim of the campaign will be to help create saliency for the brand Dr. Water and help it command a premium in its segment. The end goal will be to establish leadership category.

    WaterHealth International is a US-based company that provides innovative business solutions in places plagued with the lack of safe, clean and affordable water. The company specialises in water purification, consumer service, rural marketing and social entrepreneurship. It provides de-centralised, scalable, safe and affordable water solutions to underserved communities throughout the world.

    WaterHealth India is a 100 per cent subsidiary of WaterHealth International Inc. Besides India, the parent company has operations in Bangladesh, Ghana and the Philippines.