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Tag: RajDeepak Das

  • Publicis opens AI-powered content studio in India

    Publicis opens AI-powered content studio in India

    MMUMBAI:  The age of one-size-fits-all advertising is over. Brands now need content that speaks to specific audiences, on specific platforms, at specific moments—and they need it fast.

    Publicis Groupe India has launched a content studio designed to meet precisely that demand, combining artificial intelligence with traditional creative talent to produce personalised, localised marketing material at speed.

    The facility, the group’s fifty second globally, integrates AI-powered tools with editing suites and CGI workstations to help brands respond quickly to cultural moments and platform changes. Unlike standard production houses, the studio focuses on creating what the company calls “intelligent content”—assets tailored to specific audiences, platforms and contexts rather than generic material produced at volume.

    “Marketers today aren’t short on data or ideas. What they need is the ability to turn those insights into powerful, relevant content—faster than ever before,” said  Publicis Groupe south Asia chief executive Anupriya Acharya. “This studio does exactly that.”

    The Mumbai operation joins Publicis Production’s network of studios in creative hubs including New York, London, Paris and Shanghai. It is equipped to handle both high-end production and agile content creation, offering post-production services to complement prodigious India’s existing capabilities.

    The studio integrates with Publicis’s international production ecosystem through LucidLink and data asset management systems, enabling real-time collaboration across markets. It has already produced content for brands across beauty, automotive, fast-moving consumer goods and technology sectors, creating thousands of assets for markets from southeast Asia to Australia and America.

    “Production is no longer the final step; it’s the creative engine that connects strategy, media, technology and commerce,” said Publicis Production managing partner C. “Today, it’s not just about producing more content, it’s about producing intelligent content, made for the right audience, tailored to the right platform, and delivered at the perfect moment.”

    Publicis Groupe South Asia  chief creative officer Rajdeepak Das  said the studio brings “creative, production and technology under one roof,” enabling the company to match the pace of cultural change.

     

  • Lenovo sets up camp to call out campers in clever gaming crackdown

    Lenovo sets up camp to call out campers in clever gaming crackdown

    MUMBAI: Gamers hiding in corners just got cornered by a laptop upgrade. In a cheeky ambush inside one of India’s most popular shooter games, Lenovo India, with Intel and Leo Burnett, has launched Gamers on Duty, a guerrilla-style campaign that calls out “campers” mid-battle and offers them a shot at redemption: a discount on Lenovo Legion laptops.

    For the uninitiated, “camping” in gaming lingo is the much-despised strategy of hiding in one spot and picking off opponents from cover, much to the annoyance of serious players. But Gamers on Duty flips the script recognising that many Indian gamers aren’t camping by choice, but by compulsion. Outdated hand-me-down laptops, dad’s office machine, or just old tech struggling to keep up with today’s graphic-heavy games are pushing players into passive play.

    So Lenovo and Intel assembled a squad of undercover operatives 12 of India’s top gaming influencers, wielding a cumulative reach of 20 million. These “agents” infiltrated live games, hunted down campers using an in-game feature that allows a brief 15-second chat when a player is caught and used that vulnerable moment to serve up an unexpected offer: ditch the lag, grab a Lenovo Legion.

    By turning a niche in-game mechanic into a pop-up sales pitch, the campaign reached players right when their frustration peaked slow machines, melting keyboards, and sluggish gameplay. The result? A deluge of hilarious, shareable content and a savvy new way to turn gameplay into advertising without feeling like advertising.

    “At Lenovo, we believe gamers deserve to experience every moment of their gameplay at its absolute best. With this campaign, we wanted to connect with them not just through screens, but in the heat of action at the very moment when outdated devices hold them back. Lenovo Legion is engineered to deliver uncompromised performance, so gamers can play fearlessly and experience their full potential. By meeting players exactly where they feel the need for better performance, we’re not just showcasing our technology – we’re empowering them to level up, quite literally.” said Lenovo India CMO, Chandrika Jain.

    Publicis Groupe CCO for South Asia and Leo chairman for South Asia Rajdeepak Das added “This is a great example of how data and tech come together to create a hyper-personalized campaign targeting campers who have been at the receiving end of hate from the entire gaming community. Our idea was to reach out to gamers while they were hiding because of slow laptops and put the brand’s message and offers in the right place, at the right time, and to the right audience.”

    In short, Gamers on Duty proves that when it comes to clever marketing, it pays to play dirty, especially if you’re cleaning up the camping mess along the way.
     

  • Abby Awards 2025 unveils power-packed jury chairs across key categories

    Abby Awards 2025 unveils power-packed jury chairs across key categories

    MUMBAI: The Ad Club has revealed the first set of jury chairs for The Abby Awards 2025 powered by One Show, ahead of the grand showcase at Goafest 2025, taking place on 21–23 May at Taj Cidade de Goa Heritage and Horizon.

    Stepping into key jury roles this year are four of the most dynamic minds in Indian advertising: Rajdeepak Das, Senthil Kumar, Chandni Shah, and Anupama Ramaswamy.

    Das to chair video film (under one minute) category

    Publicis Groupe south Asia and Leo Burnett south Asia chief creative officer & chairman, Das is known for redefining creativity with a human-first lens. His award-winning campaigns from Whisper’s ‘The Missing Chapter’ (Grand Prix, SDG – Cannes Lions 2022) to Pepsico Lays Smart Farms (Grand Prix, Spikes Asia 2024) underline his commitment to impactful innovation. At Leo Burnett, he launched Apollo 11, a futuristic division powered by mutant creatives including aerospace engineers and data scientists.

    Kumar to chair video film (over one minute) category

    VML India chief creative officer, dubbed a ‘Lion Hunter’ by The Economic Times, Kumar is one of the most decorated creative minds in the country. With 27 Cannes Lions, 24 D&AD Pencils, and numerous other global honours, his vision has fuelled campaigns for brands like Wipro, Hero Motors, Tata Steel, and The Times of India. His storytelling extends to award-winning short films and documentaries, including A Salaam To Kalam and Save Our Sentinels.

    Shah to chair mobile category

    FCB Kinnect founder & COO, from child model to digital powerhouse, Shah has consistently broken moulds. At 32, she co-founded one of India’s most impactful digital agencies with over 600 Kinnectors. She’s been honoured by Campaign Asia-Pacific, Impact’s 50 Most Influential Women, and Agency Reporter’s SHE Awards. Her jury experience and global award-winning campaigns (Cannes Lions, D&AD, Clio) make her a force to reckon with.

    Ramaswamy to chair diversity, equality & inclusion category

    Havas Worldwide joint MD & chief creative officer, With over 25 years in advertising, Ramaswamy is known for campaigns that resonate with both purpose and power. From launching Ikea in India to winning Gold at Cannes, Clio, LIA, and Spikes, she’s delivered some of India’s most memorable brand moments. Her impact-driven campaigns for Reckitt, Fortis, Suzuki, and Maruti continue to set benchmarks.

  • Acko CMO Ashish Mishra celebrates Grand Effie 2024 win

    Acko CMO Ashish Mishra celebrates Grand Effie 2024 win

    MUMBAI:  Acko’s marketing team, led by chief marketing officer Ashish Mishra, celebrated a remarkable victory at the Effie Awards India 2024, clinching the prestigious Grand Effie, one gold, and three silver awards. The team also secured third place in the overall points tally.

    The Acko Insurance Team

    The standout campaign, Health Insurance ki Subah ho gayi Mamu, featuring the iconic characters Munna and Circuit, was hailed as one of the most innovative marketing efforts in the insurance sector over the past decade.

    Mishra expressed gratitude to Leo Burnett India, including key contributors Abhimanyu, Shailee Raghav, Ashish Spiky, Amitesh Rao, and Rajdeepak Das, for their creativity and collaboration in delivering this industry-defining work.
     

    Acko Insurance

    He further acknowledged the contributions of Acko’s marketing and business teams, noting the support of Rupinderjit, Amit, Chirag, Rohin, Gaurav, and Harish from health, and Mayank, Akhilesh, Kanish, Ajay, and Amol from auto. Special thanks were extended to Sanjeev, Varun, Animesh, and Vishwanath for their guidance.

    Mishra praised team members Nitin, Prateek, Vipin, Lavanya, Gargi, Dushyant, Sanjeev, and Prakhar, calling them “rockstars” and urging them to continue scaling new heights.

    The victory marks the culmination of a five-year journey for the Acko marketing team, reinforcing their reputation for pushing creative boundaries in the insurance industry.

  • Birla Opus Paints ropes in Vicky Kaushal & Rashmika Mandanna for new campaign

    Birla Opus Paints ropes in Vicky Kaushal & Rashmika Mandanna for new campaign

    Mumbai: After foraying into the decorative paints sector earlier in the year, Birla Opus Paints housed under Aditya Birla Group’s Grasim Industries, has now launched its latest campaign – ‘Naye Zamane ka Naya Paint’ i.e. ‘New Paint for the New era’. Conceptualised by Leo Burnett India, the film features two of India’s most loved actors – Vicky Kaushal and Rashmika Mandanna, as brand ambassadors talking about its unique and distinctive features and quality, along with veteran and versatile actors like Neena Gupta and Saurabh Shukla. The unique idea, stellar cast and strong conceptualisation is aimed towards making Birla Opus Paints “new” and “desirable”.

    The campaign will be amplified in Hindi and all major regional languages and backed by a 360-degree activation across TV, Digital, OOH, Print, and Radio to drive awareness and induce trials.

    Commenting on the campaign, Birla Opus Paints CEO Rakshit Hargave said – “With our new campaign, ‘Naye Zamane ka Naya Paint,’ which is getting launched this festive season, we highlight our product’s performance through a dynamic cast, blending the fresh energy of Vicky Kaushal and Rashmika Mandanna along with the timeless charm of Saurabh Shukla and Neena Gupta. We’re confident this campaign will deeply resonate with our consumers, showcasing our innovative and inspiring approach!”

    Indian actor Vicky Kaushal mentioned – “I’m thrilled to be a part of the Birla Opus Paints family and looking forward to spreading vibrancy and colours in the lives of consumers. The campaign is creatively brought to life through these films in a really differentiated manner. I had a lot of fun shooting the ad with veteran actor Saurabh Shukla whose improvisation during the shoot was a treat to watch.”

    Indian actress Rashmika Mandanna mentioned – “I believe one should evolve with changing times. The latest campaign by Birla Opus Paints is a reflection of my belief to make choices backed by facts and not following the general practice. I am happy to partner with Birla Opus as their ambassador and shooting the ad with Neena Ji was a great experience. I look forward to a great association with Birla Opus Paints.”

    Speaking about the campaign  Leo Burnett – South Asia chairman Rajdeepak Das said “We live in a world that’s constantly transforming, reshaping our homes, needs and perspectives. Our film featuring an ensemble cast brings an entertaining perspective of how while old school paints worked in the past, it’s time to embrace the next generation of paints which are meticulously designed to meet new India’s ever-changing needs.”

  • Rajdeepak Das & Sompat Trisadikun join One Club International board

    Rajdeepak Das & Sompat Trisadikun join One Club International board

    Mumbai: The One Club for Creativity has appointed Publicis Groupe South Asia CCO and Leo Burnett South Asia chairman, Rajdeepak Das, to a three-year term on its International board of directors. Grey Thailand CCO, Sompat Trisadikun, also joins the board this month.

    Board members are responsible for providing input and feedback on the club’s ongoing global programming, supporting The One Show and ADC Annual Awards in their region, elevating the annual global creative rankings, connecting the club with advertising and design universities and schools, and recommending outstanding candidates to serve as awards judges.

    “The One Club’s International Board of Directors is a platform with immense responsibility where great minds come together to chart the future narrative for the industry,” said Das. “As part of the board, I am looking forward to the opportunity to nurture the next generation of talent to make creativity more impactful.”

    Das firmly believes that the true potential of creativity and technology is finding human-centric solutions for the biggest brands. He has cultivated a distinctive reputation over the years for driving impactful innovations for some of the country’s iconic brands.

    Das’ unprecedented work on brands like P&G Whisper (Missing Chapter) has facilitated change in the age-old Indian education system and enabled the world’s largest school program for girls. His work on PepsiCo Lays (Smart Farms) has revolutionized farming with the help of AI to increase food security for the country.

    Das believes creativity is the currency for developing nations and his work has demonstrated that. He and his team are currently working with some of the country’s largest brands to deliver high-impact solutions for gender ergonomics for farming, water sustainability, girl child education, healthcare, female hygiene and more.

    His humankind approach to creativity has led Leo Burnett India to win multiple Grand Prix’s and awards at prestigious shows including The One Show, Cannes Lions, D&AD and Spikes Asia.

  • Lay’s partners with the Indian fashion label HUEMN

    Lay’s partners with the Indian fashion label HUEMN

    Mumbai: Lay’s has partnered with the Indian fashion label HUEMN to launch a limited-edition merchandise collection. This collaboration combines Lay’s vibrant colors with HUEMN’s distinctive fashion design, offering a bold new take on style.

    Lay’s, known for its innovative products and flavors, is extending its playful spirit to fashion. HUEMN, recognised for its handcrafted pieces, merges artistry with bold expression. The collection provides a unique experience that reflects both brands’ commitment to cultural relevance.

    The collaboration includes a special promotion where consumers might find HUEMN merchandise inside select Lay’s bags. Lay’s announced the partnership with a teaser and created an interactive treasure hunt in a department store’s Lay’s aisle. Selected loyal customers, identified through social listening, received golden tickets giving them the chance to find exclusive HUEMN merchandise hidden in Lay’s packs. This initiative combined the excitement of a treasure hunt with the appeal of high-end fashion, engaging Lay’s fans in a memorable way.

    Expressing her delight on this association, PepsiCo India category lead – potato chips, Saumya Rathor said, “At Lay’s, we’re always looking for innovative ways to bring joy to our consumers, and our collaboration with HUEMN is a perfect example of that. By drawing inspiration from Lay’s vibrant colors, we’ve created a unique merchandise collection that speaks directly to our Lay’s fandom. For the launch, we’ve introduced an element of surprise, transforming the simple act of snacking into an exciting treasure hunt. Partnering with HUEMN, we are delivering an experience that goes beyond traditional snacking. We can’t wait for our fans to discover these limited-edition pieces and make them a part of their everyday style.”

    Speaking on this HUEMN co-founder Pranav Misra said “As a brand, HUEMN has always championed wearable art that speaks to individualism and creativity. Inspired by the massive fandom surrounding Lay’s, this partnership is a celebration of the love and connection people have with their favourite potato chips. It’s about bringing the world of Lay’s and HUEMN together, offering the community a chance to wear something that represents both comfort and the joy of snacking. Creating this together with an iconic brand like Lay’s has been an incredible experience for all of us. We’re excited to see our communities embracing this unique association.”

    “Lay’s is a brand that is part of culture and now with the HUEMN partnership we will be a part of pop-culture. This is a great example of how we believe partnerships can create magic,” said Publicis Groupe South Asia CCO and Leo Burnett South Asia chairman Rajdeepak Das.

    The exclusive merchandise features classic sweatshirts, t-shirts and bodysuits adorned with playful Lay’s prints, offering a cool, visual appeal, that showcase Lay’s iconic branding. Each piece is crafted with high-quality materials, making them fun, comfortable, and perfect for the colder months approaching. The merchandise will be sold at HUEMN stores and HUEMN.in, starting today.

  • 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.

  • PepsiCo India triumphs at Cannes Lions 2024 with four wins

    PepsiCo India triumphs at Cannes Lions 2024 with four wins

    Mumbai: PepsiCo India has once again distinguished itself in the marketing world by winning four awards at this year’s Cannes Lions, making it the brand with the highest number of awards.  

    Gatorade earned one gold and one bronze award for its groundbreaking Turf Finder initiative, recognised in the creative data category and entertainment for sports under live experience subcategory. Launched earlier this year, the Turf Finder Initiative is designed to ignite a passion for sports among residents of India’s bustling metropolitan areas. This initiative reflects Gatorade’s dedication towards promoting active lifestyles and fostering a love for sports in urban environments.

    Speaking on the win, chief marketing officer, India beverages, Tarun Bhagat said, “We are immensely honored and thrilled by Gatorade’s success at the 71st Cannes Lions International Festival of Creativity. Winning top honors such as the Gold in the Creative Data Lions for Data-enhanced Creativity, and a Bronze in the Entertainment Lions for the Sports category is a significant achievement that highlights our innovative approach and dedication to fostering an active-lifestyle culture in India.

    Our Turf Finder initiative, leveraging Google Maps data, perfectly aligns with our mission to promote active lifestyles. In bustling metropolitan cities, there is a significant challenge in finding adequate spaces for playing sports. Despite a strong intent to engage in playing sports, individuals often find it difficult to locate suitable spaces due to a lack of adequate play areas. With Turf Finder, Gatorade seeks to solve this issue by leveraging the data from Google Maps to identify potential areas and transform them into playing areas, thereby providing sporting access for everyone. This initiative underscores Gatorade’s commitment to addressing real-world challenges and fostering community engagement in meaningful and impactful ways. We are grateful for the support and collaboration that made this possible and look forward to furthering our mission to promote sports and an active lifestyle.”

    Similarly, Lay’s achieved remarkable success, winning two awards, including one silver and one bronze in categories such as Glass: The Lion for Change and Sustainable Development Goals under live experience subcategory, along with the prestigious WARC Creative Effectiveness Grand Prix. The ‘Drops of Joy’ campaign, launched to reclaim water vapour during potato frying to achieve water-positivity, and ‘Farm Equal’, a project empowering over 2,500 women farmers in India with specialized tools in collaboration with USAID, were recognized for their innovation and impact.

    Commenting on the occasion, Lay’s India – PepsiCo category lead Saumya Rathor said: “We’re overjoyed to have our efforts recognized at Cannes. At our core, Lay’s is rooted in agriculture and deeply values the communities we work with and the environment we depend on. Our ‘Drops of Joy’ campaign highlights our efforts in water positivity by reclaiming water during production. Additionally, through Project Farm Equal, we’ve had the privilege of empowering over 2,500 women farmers, providing them with the tools and support they need. Winning Cannes Lions for these initiatives is a humbling reminder that our dedication to making a positive impact is resonating and making a difference.”

    Publicis Groupe, South Asia chief creative officer & Leo Burnett, South Asia chairman Rajdeepak Das added “With PepsiCo we have found the right partners who are aligned to our vision of using the power of creativity to make a real difference. All the campaigns from Gatorade Turf Finder, Lays Farm Equal and Drops of Joy use modern-day technology and tools to make a difference to our communities, and we couldn’t be prouder of our partnership with PepsiCo. And we are thrilled that some of the most creative minds from around the world who are part of the prestigious Cannes Jury also resonated with our work, winning us these precious Lions.”

    These achievements by Gatorade and Lay’s highlight PepsiCo India’s commitment to innovation and its ability to create impactful campaigns that engage audiences and drive positive change. 

  • Birla Opus launches new thematic communication ‘Make Life Beautiful’!

    Birla Opus launches new thematic communication ‘Make Life Beautiful’!

    Mumbai: Birla Opus Paints, housed under Aditya Birla Group’s Grasim Industries, has released its first thematic communication. The film brings to life the brand philosophy of Birla Opus articulated through the tagline ‘Make Life Beautiful’. With this new thematic communication, Birla Opus showcases the brand’s transformative power, which helps create a more beautiful world.

    The film showcases a never done before Hi-Definition, 3D feature animation with realistic silhouettes, an industry first for any brand within the paints category in India. It has a melodious track created by renowned Indian composer, Ram Sampath which captures the essence of the campaign with the resounding message – ‘Duniya Ko Rang Do’ (Colour the world). This landmark campaign marks a significant milestone for Birla Opus Paints as it continues to expand its footprint across the nation. The film will be advertised in Hindi and all major regional languages and backed by a 360-degree activation across TV, Digital, OOH, Print, and Radio to drive awareness and induce trials. The communication has been conceptualised by Leo Burnett India and produced by Zombie Studio; a leading global animation studio based out of Brazil.

    In February 2024, the Aditya Birla Group made a significant entry into the paint industry with the launch of Birla Opus. Committed to expanding its paints business, the company plans to establish six manufacturing facilities nationwide by 2025.

    Commenting on the film launch, Birla Opus CEO Rakshit Hargave said, “We understand the discerning tastes of today’s consumers who seek products and experiences that resonate with purpose and value. With this film’s playful rendition which personifies our brand belief of ‘Make Life Beautiful’, we are excited to embark on this journey of transformation with our customers, inspiring them to embrace beauty with purpose.”

    Birla Opus head – marketing Inderpreet Singh added, “We’re thrilled to unveil our first-ever brand film for Birla Opus. The film exemplifies beauty which comes alive through one of the best animation styles in the world, comparable to HD animation in Hollywood movies, a first in the paints industry in India. The message, ‘Duniya Ko Rang Do’ crafted by renowned music composer, Ram Sampath, resonates with a powerful idea of finding hope, happiness and beauty in life.

    Rajdeepak Das, CCO, Publicis Groupe – South Asia & Chairman, Leo Burnett – South Asia said, “Birla Opus is a brand that is designed for today’s dynamic new Indian audiences. And we wanted to give the campaign a fresh and innovative approach. Using animation for storytelling, our film is an artistic approach to express how our audiences can surround themselves with colour that inspires and transforms.”