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Tag: Pravin Sutar

  • Ikea rolls out the rainbow rug with ‘Welcome everyone with Pride’ campaign

    Ikea rolls out the rainbow rug with ‘Welcome everyone with Pride’ campaign

    MUMBAI: Ikea India is kicking off Pride Month with a splash of colour and a bold message—everyone is welcome, starting right at the front door. Its new campaign, ‘Welcome Everyone with Pride’, reimagines the humble doormat as a symbol of allyship with the launch of ‘PILLEMARK’ — a rainbow-coloured mat that’s part décor, part declaration.

    Created by Leo India, the accompanying film puts the mat at the centre of the story — showing how a simple object can quiet the questions many LGBTQIA+ individuals face when entering new spaces: Will I be accepted? Am I safe here? The answer, in this case, is literally underfoot.

    Commenting on the video, country integrated media manager, Jayendra Gupta said, “At IKEA, we believe that a true sense of home goes beyond four walls; it’s about feeling accepted, respected, and free to be yourself. With PILLEMARK, we are encouraging people to take a small but powerful step to show that their homes are safe spaces for all. This film is an invitation to every ally, every neighbour, every family to open their hearts, their homes and welcome everyone with pride.”

    “The idea was to enable people to feel welcome even before the door opens. And with PILLEMARK, we got that opportunity. Our attempt was to turn the everyday welcome mat into an everyday movement for inclusion so India could turn their quiet belief into a visible sign of allyship,” said Leo India national creative director Pravin Sutar.

    The campaign is picking up steam on social media, with creators and community voices joining the chorus and showing off their rainbow welcome. Because at Ikea this Pride, it’s not just about opening doors — it’s about opening minds.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by IKEA India (@ikea.india)

     

  • IKEA India says ‘It’s time to sleep beautifully’ in new spot

    IKEA India says ‘It’s time to sleep beautifully’ in new spot

    Mumbai: We’ve all experienced those mornings when hitting the snooze button feels like the only option. With India ranked as the second most sleep-deprived country in the world, after Japan, IKEA India is here to help people get the best sleep ever with its latest campaign, ‘It’s Time to Sleep Beautifully.’ Featuring two relatable digital films, the campaign emphasises that while blissful sleep might not always make you look your best, it can make you feel truly rejuvenated and more active the next day. Many people believe that a good sleep is just about having the right mattress and pillows but IKEA is encouraging people to up their sleep game with the help of six essentials: Comfort, Light,  Sound, Temperature, Air Quality, and Decluttering.

    In our fast-paced lives, the true value of restful sleep is often overlooked and with 80 years of learning from the world, IKEA knows that a great day starts with a good night’s sleep. Conceptualised by Leo Burnett, the campaign takes a humorous spin, showcasing people sleeping so deeply that it shows on their faces. With a bed that feels like a fluffy cloud, a duvet that gives the best hug ever, no clutter in sight, air feels like it’s straight from the mountains, and not a single ray of light disturbing your rest, IKEA’s ‘Six Essentials of Sleep’ is the recipe for the perfect Zzzs.

    IKEA India country marketing manager Anna Ohlin said, “At IKEA, we know that many people in India struggle with sleep, often unaware that small changes at home can make a big difference. We’re passionate about improving life at home, and we believe better sleep benefits everyone. Sleep is more than just a mattress—it’s about the entire atmosphere around you. Our ‘It’s Time to Sleep Beautifully’ campaign showcases the must-have essentials for creating the ideal sleep environment, offering a wide variety of products to help one achieve better sleep at home.”

    Leo Burnett India national creative director Pravin Sutar said, “It is uncanny to imagine that more than 60% of Indians get less than 6 hours of uninterrupted sleep. Therefore, a sleep campaign for India is the absolute need of the hour, and there couldn’t be a better partner than IKEA as they offer a complete sleep solution that’s unique to them. When we conceptualised the campaign, we went beyond what a single product can do for your sleep; it’s about what happens when everything affecting your sleep is taken care of. You sleep unabashedly, the way you want, and that’s what makes this kind of sleep beautiful. When people sleep beautifully, it might look awkward from the outside but feels beautiful from the inside. That’s exactly what we aimed to convey with the ‘It’s Time to Sleep Beautiful’ campaign.”

     

  • Leo Burnett India elevates Sonal Chhajerh and Pravin Sutar as national creative directors

    Leo Burnett India elevates Sonal Chhajerh and Pravin Sutar as national creative directors

    Mumbai: Leo Burnett India, part of Publicis Groupe India, has announced the elevation of Sonal Chhajerh and Pravin Sutar as national creative directors. In their previous roles with the agency, Sonal was group executive creative director and Pravin was head of creative, Leo Burnett Bangalore. Both will continue reporting to Rajdeepak Das, chief creative officer, Publicis Groupe, South Asia & chairman Leo Burnett South Asia.

    Leo Burnett India stands for modern, transformational creativity that powers growth for brands and businesses. As the agency strengthens its creative leadership, these elevations mark the commitment to world-class creativity and technology, innovative new-age thinking and holistic, high-impact business solutions that strengthen brands.

    On the promotions,  Leo Burnett South Asia chief creative officer, Publicis Groupe, South Asia & chairman Rajdeepak Das said “At Burnett, we truly believe the driving factor for success is our people and culture. Over the past few years, Sonal and Pravin have gone above and beyond their designated roles to contribute to the success of Leo Burnett. And I am thrilled that they are now stepping in as co-pilots to our already strong creative leadership helmed by Sachin Kamble and Vikram Pandey as chief creative officers.

    Sonal has the creative vision to help empower brands with our ‘Impact a Billion’ thinking. Pravin has been relentlessly working towards shaping our Bangalore office into a formidable force with his creative acumen and leadership skills. Together as National Creative Directors Sonal and Pravin will be uniquely placed to leverage their collective experience and creative vision to unlock creative effectiveness for both our brands and our people.”

    Commenting on the leadership changes, Leo Burnett Publicis health & publicis business CEO of South Asia Amitesh Rao shares, “This has been a phenomenal year for us at Leo Burnett. And Sonal and Pravin have been a big part of our success story. Both are true representation of Leo Burnett, respected and admired by our clients, our partners, and our people. Their elevation will add more depth and value to our agency’s creative output and further accentuate our focus on solving business and human problems using creativity, innovation, data, and technology.”

    Talking about his appointment, Pravin Sutar, National Creative Director, Leo Burnett India said, “Leo Burnett is right at the centre when it comes to creativity and innovation in the country. I’m really excited with the opportunity presented to me by Raj and Amitesh and am committed to finding fresh avenues and platforms to express ideas while preserving our unique Leo Burnett culture. And with the team we’ve built over the past few years, we’re more than ready to undertake this journey.”

    Adding further about her appointment Leo Burnett India’s national creative director Sonal Chhajerh said, “I am excited to step into this role and build on the vision and outstanding progress we have achieved as an agency over the past few years. I truly believe that the future of advertising is using creativity as a force for good —impacting billions of lives through innovation and sustainability. I am thankful to Raj and Amitesh for trusting me with this responsibility and am looking forward to collaborating with colleagues and our brand partners to create work that is truly world-class, scalable, and makes a real difference.”

    Sonal Chhajerh was until recently the Group Executive Creative Director at Leo Burnett Mumbai. She is passionate about working on impact projects that deliver genuine change for clients and society at large. She leads the P&G Whisper account and was instrumental in the ‘Missing Chapter’ campaign which is one of the agency’s most acclaimed and awarded works. Pravin has been heading the creative in Leo Burnett Bangalore and has been instrumental in strengthening the Leo Burnett Bangalore offerings by managing the large portfolio of some of the biggest brands including Ikea, ACKO, RedBus, Kingfisher, Heineken, and Lenovo, to name a few.

  • IKEA embraces the LGBTQIA+ community with ‘The Closet’

    IKEA embraces the LGBTQIA+ community with ‘The Closet’

    Mumbai: Ahead of International LGBT Pride Day, IKEA releases a digital film, The Closet, that highlights the struggles faced by the LGBTQIA+ community and encourages people to be more inclusive and compassionate towards them. The video focuses on developing stronger allyship with the community through empathy and open dialogue, urging people to rethink stereotypes and embrace diversity.  

    Conceptualised by Leo Burnett, the campaign revolves around the message ‘Closets are for clothes and not identities’.  The film is set in a busy IKEA store with a closet in the centre and leads with a thoughtful question to the ones who chose to enter the closet- “Many have lived here, can you?”. The film goes on to show the reactions of curious customers who step in to find out what’s behind the closed doors—silence and a pair of headphones replaying biases that people from the queer community hear even today. Customers leave the closet with the realisation that, while they can step out, many will continue to live inside.

    Commenting on the video, IKEA India country marketing manager Anna Ohlin said, “At IKEA, we stand together with the LGBTQIA+ community to celebrate love, diversity, and inclusion. We believe authenticity is not something to hide but a gift to cherish. Many people continue to struggle to live their lives openly and, with this film, we want to create stronger awareness and inspire everyone to be true allies in society.”

    “With The Closet, we intend to give a peek into the uncomfortable world for many in the LGBTQIA+ community. A reminder that we need to build a world that’s more accepting and filled with love – where nobody has to live in a space that’s uncomfortable, just for being their authentic self. We hope this sparks a debate in everyone’s homes, and inspires reassuring actions,”  said Leo Burnett Bengaluru Burnett national creative director Pravin Sutar.

    IKEA embraces the LGBTQIA+ Community with ‘The Closet’.MP4

     

  • Burger King India’s new TVC celebrates Whopper for all tastes!

    Burger King India’s new TVC celebrates Whopper for all tastes!

    Mumbai: India, renowned for its rich and diverse culture, languages, and most notably, its deep-rooted affection for food and spices, boasts a culinary landscape as varied as its population. Seamlessly capturing this love for flavours and spices, Burger King India, one of the country’s fastest-growing Quick Service Restaurant (QSR) brands, has unveiled a new TVC campaign “Whopper: Swaad Aisa, India Jaisa’, which celebrates the Whopper which has been specially made to suit the Indian taste palate.

    Burger King has crafted multiple Whopper films to cater to different regions of the country. Each film shows the journey of a protagonist who like many others believes that Western QSR brands do not understand the meaning of Indian Swaad and that their products are bland in nature. At the beginning of the TVC, the protagonist doubts the taste of the Whopper and post-consumption enjoys the Whopper a lot as it fulfils all taste expectations. Regional music is used as a hook to build cultural context as well as an expression of taste.

    The TVCs will be aired in multiple languages, including Hindi, Gujarati, Kannada, Marathi, Bengali, and Telugu, in a nod to India’s diverse cultures and flavours. In addition to the television commercial, the campaign will be promoted through digital platforms, social media, digital influencers, out-of-home advertising (OOH) and in-restaurant displays.

    With this campaign, Burger King has also introduced Glazed Premium Buns in the Whopper range. As part of continuous improvement, these Glazed Premium Buns not only add to the taste of the bun but also enhance the freshness. To encourage more guests to come try the Whopper at Burger King restaurants, the brand has also launched a Limited Time Offer in which the Extra Crunchy Veg Whopper is priced at Rs.129 instead of Rs.179 and Flame Grilled Chicken Whopper is priced at Rs.149 instead of Rs.199. This is a Dine In/Takeaway exclusive offer.

    Speaking about the campaign, Kapil Grover, chief marketing officer said, “The Whopper served in India is unique and unlike any other in the world as it is customized to suit the Indian taste palate. Our new campaign, ‘Whopper: Swaad Aisa, India Jaisa,’ with its various regional edits perfectly embodies our commitment of serving tasty food which meets guests’ taste expectations. With the launch of premium glazed buns, we want to give the best Whopper experience to our guests. We are also rolling out an invitational Price Offer for our Veg and Chicken Whopper to encourage more and more guests to try our unique Whopper which is unlike any other burger.”

    Black Pencil head of creative Pravin Sutar said, “One thing that we all know is that Indians are very particular about their food. They don’t just want it to taste good, they want it to be a perfect match for their Indian taste buds. They crave that desi masala, those spices, perfect quantity and the crispiest crunch in every bite. Well, that’s exactly what Burger King’s Whopper offers. Our films capture the taste expectations of every Indian, and how Whopper transforms those expectations into reality in a truly Indian way. The music used in the films is not just a device, it’s got a regional twist to it that makes it the sound and feeling of satisfaction when Indians enjoy their favourite desi flavours in the Whopper. The vibe, the treatment, the swaad, everything is Indian for every Indian.”

  • Bacardi India’s Legacy Collective unveils new TVC with Ranbir Kapoor

    Bacardi India’s Legacy Collective unveils new TVC with Ranbir Kapoor

    Mumbai: Legacy Collective – Bacardi’s first and one-of-a-kind e-commerce platform that is bringing together Indian-made brands under one umbrella – has launched its latest campaign featuring a TVC with brand ambassador and renowned actor Ranbir Kapoor. Launched across TV, social media, digital, and cinemas, the brand film drives home the profound message that a legacy is not just for a chosen few, and with time as one’s ally everyone can carve their own legacy by staying true to their passion. In doing so, the campaign stays true to the Legacy Collective ethos – honoring the passion of homegrown brands in India who have just begun their journey.  

    Over the past few years, made-in-India brands have multiplied rapidly and taken center stage in the Indian market as they cater to the specific needs of the Indian consumers, while also ensuring premium quality and exclusivity.  

    With the aim to connect these visionary homegrown brands with consumers in the country, Bacardi had launched Legacy Collective in December last year with the iconic actor Ranbir Kapoor as the face of the brand. The launch of its latest brand film comes as another step in this direction, aimed to celebrate and empower the spirit of homegrown brands in the country.

    Commenting on the launch, Ayaesha Gooptu, Head of Domestic Brown Spirits, Bacardi, India & Legacy Collective, said, “Furthering our dedication amidst the emboldening make-in-india wave in the country, Legacy Collective is thrilled to bring to Indian audiences this latest TVC that beautifully captures the ethos of the platform. Featuring brand ambassador Ranbir Kapoor, this first-of-its-kind film is our ode to the spirit of those disruptors, innovators, and changemakers who are crafting a new legacy for the future of lifestyle in India with their relentless passion and creativity,”

    Talking about his experience, actor Ranbir Kapoor said, “Being a part of the Legacy Collective journey has been a thoroughly heartwarming experience. I really enjoyed working on the latest film that celebrates the power of building one’s own legacy in one’s own individualistic way. This is something that truly resonates with me as well, making it a project I will always cherish.”

    Explaining the idea behind the campaign, Orchard Advertising Pvt Ltd head of creative Pravin Sutar said, “At its heart, Legacy Collective is about progress and inspiring everyone to embrace their individual journey to success by staying true to their passion. Our campaign reflects on the insight that when time is your ally, you can carve your own legacy. And the film featuring the imitable Ranbir Kapor, an icon himself, perfectly delivers this message to our audiences.”

    The Legacy Collective aims to propel homegrown brands in India who have just begun their journey. With innate Indian traditions and heritage at heart intertwined with modern-day designs, the platform will further empower these brands to showcase their collection to a diverse set of inquisitive shoppers.

  • Bandhan Bank unveils its sonic identity, ‘Call of Bandhan’

    Bandhan Bank unveils its sonic identity, ‘Call of Bandhan’

    Mumbai: Bandhan Bank announced the launch of sonic identity on the occasion of the Bank’s eighth-anniversary celebration. This sonic identity, ‘Call of Bandhan’, has been composed by renowned nationally acclaimed sound designer and renowned music composer, Amit Trivedi.

    This musical piece is more than just a tune; it is a melody representative of what Bandhan Bank stands for – empowerment, freedom, inclusivity and warmth. In a world where multiple media with various sensory cues help build recall, Bandhan Bank has added a sonic identity to its brand assets to remind audiences of the brand.  

    Sharing his thoughts, Amit Trivedi said, “It’s a matter of great privilege and honour for me to compose the ‘Call of Bandhan’ which will be a part of Bandhan Bank’s identity. I found Bandhan Bank’s story very inspiring. With such humble beginnings, today they are among the fastest growing in the country and this transformation is what I have tried to capture through the musical piece. I would urge everyone who likes my music and or appreciates music in general, to listen to it, share it, and live with it… because, well, this really is the Call of Bandhan!”

    Bandhan Bank head of marketing Apurva Sircar said, “Music has the power to evoke emotions without words. We live in a world where there is an overload of content and brands need to appeal to the audiences quickly by engaging several senses. The ‘Call of Bandhan’ has been composed keeping this objective in mind. We are deep-rooted in India and Indian culture, yet are a modern bank for all. Amit is a magician and he has captured this attribute of the brand very well. I am confident that the ‘Call of Bandhan’ will resonate with audiences and help us create a stronger recall.”

    Commenting on the association, Leo Burnett Orchard’s creative head Pravin Sutar  Bandhan Bank’s creative partner, said, “It is not every day that one gets to work on an assignment as important and exciting as this one. The key task was identifying what the ‘Call of Bandhan’ needed to capture. For us, it’s not just a tune, it’s a symphony of empowerment, inclusivity and warmth, the very emotions that Bandhan Bank embodies. I am happy that we worked with an artist like Amit Trivedi who knows the pulse of the Indian music lover.” 

    To hear the Sonic Identity, please scan the QR code below – 

  • Gaurav Dudeja promoted to executive VP and head of Leo Burnett Orchard

    New Delhi: Leo Burnett Orchard on Tuesday promoted Gaurav Dudeja as executive vice president and head of Leo Burnett Orchard and appointed Pravin Sutar as head of creative.

    Both Dudeja and Sutar will now lead the national mandate for Leo Burnett Orchard and will report to South Asia Leo Burnett, chief executive officer and chief strategy officer, Dheeraj Sinha, and South Asia Leo Burnett, chief executive officer, and chief creative officer –Rajdeepak Das.

    “Gaurav has done a spectacular job of driving growth in the Bangalore office. Now the new-age mandate is to grow the agency at a national level. Pravin joins us with a rich expertise in digital and also holds the advantage of having been a part of the Leo Burnett family. And together we are confident that the duo will take Leo Burnett Orchard to one of India’s foremost new age agencies,” said Sinha.

    Dudeja moved to Bangalore from Leo Burnett Delhi as branch head for Leo Burnett Orchard – Bangalore and has been instrumental in managing the large portfolio of businesses and winning several new businesses. “Now with the national mandate, I feel we are poised for bigger, better things. The canvas is now wide open for me & Pravin to take our belief system of building India’s strong new agency and make Leo Burnett Orchard the best version of Leo Burnett. I can’t wait to get going – and learn and have fun along the way,” said Dudeja.

    Sutar will be responsible for shaping the creative culture of the agency building it on the tenets of creativity, technology, innovation and storytelling, said the agency.

    “I am very excited to be back with the Leo Burnett family. The passion and power of creating great ideas brings me back to the family. Rajdeepak Das, who understands the power of ideas will always keep pushing you for great creative output. Leo Burnett Orchard has a great set of clients who reflect the same passion and drive for excellence as Leo Burnett India. I’m really excited to collaborate with like-minded clients and create some iconic work. Not only digital but more than that,” he said.

  • Platinum Evara is #RedefiningRituals this Women’s Day

    Platinum Evara is #RedefiningRituals this Women’s Day

    MUMBAI: To mark Women’s day, Platinum Evara has unveiled a new digital campaign ‘#RedefiningRituals’ to celebrate the invincible spirit of the woman who with her rare choices is altering the narrative of cultural norms and practices, making it a better world for her present and the future generations.

    The campaign is supported by a short film, conceptualised by Dentsu Webchutney, which endearingly captures the sentiment of a young bride to be, who firmly believes that a ritual like “Kanyadaan” can never dictate her relationship with her father, she cannot be given away and donated. She indeed questions the relevance of a Kanyadaan in a world where regressive rituals have no space & redefine it in the context of an equivalent role – she will always be their child first – her father’s daughter first.

    In a first of its kind initiative, Platinum Evara will host a digital wedding on its social media handles on 8 March, which promises to alter and widen the lens through which traditional rituals are seen. The wedding will highlight how these rituals can be given newer meanings suited to the more equal, progressive and modern world of today.

    Platinum Guild International director, consumer marketing Sujala Martis commented on the campaign, “Think there exists a lot of dichotomy in our society today – while on one hand, we want to say the bride to be should be brave, treated equal, respected – we unintentionally very often send missed signals – can her identity be subsumed? Can her closest relationships be dictated? Can a parental debt be paid back? Is a marriage marker meant for one gender alone? How can any weddings rituals determine any of this?  We want to celebrate the women who have made rare choices & sent out a strong signal into the world by choosing to not follow or reinterpret them.” 

    Dentsu Webchutney executive creative director Pravin Sutar said, “While brides are meticulously planning their weddings to match their personalities, they hardly ever question the rituals they’ll be a part of. There are a few who are redefining their wedding rituals. Wedding rituals, which might bring some more sensible new thinking in society. This campaign celebrates these rare women.”

    The #RedefiningRituals campaign will be extensively amplified on social media and digital mediums. The film of the campaign will be showcased on Platinum’s social media handles @platinumevara on Instagram and @PlatinumEvara on Facebook.

  • Early Salary, Dentsu Webchutney launch ‘Month-End Collection’

    Early Salary, Dentsu Webchutney launch ‘Month-End Collection’

    MUMBAI: EarlySalary, an innovative lending platform, has joined hands with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to roll out 10 video films for its ‘Month-End Collection’ product range.

    EarlySalary head – marketing Sudesh Shetty says,  "With Webchutney coming on board, the clear focus for both of us was to create engaging content that our TG can associate with. A lending product that caters to millennials and Gen Z can be fun and quirky. We are really excited about this project as both – content & the tonality is something that should work well with our audience. 

    Dentsu Webchutney executive creative director Pravin Sutar commented, “All brands in the financial service category are serious. We chose to be the opposite to stand out. We conceptualised each product keeping in mind the unfulfilled wishes of the consumer during month end to build a strong relevance with them.”

    Dentsu Webchutney Aalap Desai senior creative director added, “We deliberately chose humour and sarcasm to convey the message because that’s what 25-somethings today are heavily into. We couldn’t be preachy but we needed to tell them that if they want their wishes and dreams to be fulfilled, they either need to buy the hilarious Month-End Collection products or just download the EarlySalary app. The solution was as simple as that.”

    The EarlySalary app enables people to get instant cash in minutes. It has 1,25,000 proud customers so far and has successfully disbursed more than 750 crores, making it the country’s largest consumer lending application and helping its customers tide over their month-end misery.

    The Month-End Collection is a specially crafted product range meant for people who want to live their dreams and maintain their aspirational lifestyle even if their wallets can't afford it. For instance, if they can’t enjoy biryani at the end of the month, they can simply buy EarlySalary’s Biryani Perfume to make steamed rice smell like biryani. Can't have a vacation in Goa, buy the Wanderlust Vision binoculars with changeable lenses – to enjoy a view without moving an inch or spending precious bucks. If they don’t have money to fund their drinks at a house party, the House Full Glass Full beer mug that always looks filled is there to save them from drowning in their sorrows.