MUMBAI: Leo Burnett India has a new feather on its cap: the agency has been honoured with the coveted ‘Storyboard Commercial of the Year’ award, at the 17 edition of the CNBC-TV18 Overdrive Awards. The agency has bagged the award for the Bajaj V launch commercial.’
The CNBC-TV18 Overdrive awards honour India’s cars and bikes that are changing the face of the industry, through cutting-edge technologies and innovations. Storyboard is its weekly advertising, media and marketing TV show.
Leo Burnett CCO RajDeepak Das who was present to collect the award said, “This is pretty much the best way to end the awards streak this year! Automotive is one of the most dynamic, high-volume categories in advertising, and making it to the top spot for real work is extremely encouraging. It is great to have walked up on the stage to receive this honour on behalf of my team. I hope Leo Burnett and Bajaj V’s great streak continues into 2017 as well.”
The Bajaj V, that contains metal from India’s legendary warship and aircraft carrier, the INS Vikrant, was launched earlier this year on January 26. Bajaj sold a record 11,000 V bikes on the first day of the V’s launch.
MUMBAI: Leo Burnett India has bagged India’s sole gold at the 2016 edition of the Epica Awards for its ‘Reuniting Memories from 1947’ (Dastaan) campaign for OLX.
Excited about the wins, Leo Burnett south Asia chief creative officer RajDeepak Das said, “When we realised that OLX is the no. 1 marketplace for used goods in India and Pakistan, we saw an opportunity to help people reunite with their priceless pre-Partition belongings and memories; we received thousands of stories from both sides in no time.”
Additionally, its work for Bajaj V, ‘Sons of Vikrant’, too bagged a bronze. The Epica Awards celebrate work from advertising, design, media, PR and digital that has been chosen by renowned journalists from the marketing and communications fraternity, across the world.
The work for OLX bagged the Gold under the ‘Native Advertising’ category, while Bajaj V’s campaign won for ‘Films & Series’.
The wins have even played their part in helping Leo Burnett secure the coveted ‘Network of the Year’ title this year, by bagging 49 metals to its name including 12 gold.
On the other hand BBDO New York claimed the agency of the year title with 19 wins which includes a gold.
The Epica Awards were established in 1987, and is the only award that is judged by marketing and communications specialist journalists from over 60 publications, including magazines and websites, globally. The prize attracts entries from over 70 countries, each year. The ceremony was held in Amsterdam on 17 November.
MUMBAI: Leo Burnett India has bagged India’s sole gold at the 2016 edition of the Epica Awards for its ‘Reuniting Memories from 1947’ (Dastaan) campaign for OLX.
Excited about the wins, Leo Burnett south Asia chief creative officer RajDeepak Das said, “When we realised that OLX is the no. 1 marketplace for used goods in India and Pakistan, we saw an opportunity to help people reunite with their priceless pre-Partition belongings and memories; we received thousands of stories from both sides in no time.”
Additionally, its work for Bajaj V, ‘Sons of Vikrant’, too bagged a bronze. The Epica Awards celebrate work from advertising, design, media, PR and digital that has been chosen by renowned journalists from the marketing and communications fraternity, across the world.
The work for OLX bagged the Gold under the ‘Native Advertising’ category, while Bajaj V’s campaign won for ‘Films & Series’.
The wins have even played their part in helping Leo Burnett secure the coveted ‘Network of the Year’ title this year, by bagging 49 metals to its name including 12 gold.
On the other hand BBDO New York claimed the agency of the year title with 19 wins which includes a gold.
The Epica Awards were established in 1987, and is the only award that is judged by marketing and communications specialist journalists from over 60 publications, including magazines and websites, globally. The prize attracts entries from over 70 countries, each year. The ceremony was held in Amsterdam on 17 November.
MUMBAI: Be proud to be Indian, every day. Bajaj Auto has released a new brand film for V – the bike that contains the metal of the legendary warship INS Vikrant. The film raises an important question about why national pride is restricted to select occasions of national significance such as the Independence Day or Republic Day, and forgotten the next morning. Also, the new film features the fresh navy blue color of Bajaj V recently introduced through the new campaign.
The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year. In what is probably the first time ever in Indian advertising, the story is narrated from the point of view of a real life war hero. Rear Admiral S. K. Gupta, a Mahavir Chakra awardee who served aboard the INS Vikrant in the 1971 war, features in the film and talks about how the Bajaj V now allows us to experience our pride every day.
Bajaj V, launched on the Republic Day earlier this year, created quite a stir in the market, with its first campaign – clearly establishing their distinct positioning of being made of pride.
Bajaj Auto motorcycles marketing VP Sumeet Narang said, “With the V, we are not just selling motorcycles but celebrating the pride of the nation. Consumers are also playing back this feeling of pride. The new campaign takes the proposition forward and talks about how the V helps you experience pride every day, and not just on select occasions of national significance.”
Leo Burnett CCO Rajdeepak Das said, “This is the harsh reality of our country. While we all see ourselves as proud Indians, we are quite happy just expressing them in occasions. Like beating a key rival in cricket, winning the World Cup, medals at Olympic games, and the two national days.” The film has been directed by Prakash Varma of Nirvana Films.
MUMBAI: Be proud to be Indian, every day. Bajaj Auto has released a new brand film for V – the bike that contains the metal of the legendary warship INS Vikrant. The film raises an important question about why national pride is restricted to select occasions of national significance such as the Independence Day or Republic Day, and forgotten the next morning. Also, the new film features the fresh navy blue color of Bajaj V recently introduced through the new campaign.
The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year. In what is probably the first time ever in Indian advertising, the story is narrated from the point of view of a real life war hero. Rear Admiral S. K. Gupta, a Mahavir Chakra awardee who served aboard the INS Vikrant in the 1971 war, features in the film and talks about how the Bajaj V now allows us to experience our pride every day.
Bajaj V, launched on the Republic Day earlier this year, created quite a stir in the market, with its first campaign – clearly establishing their distinct positioning of being made of pride.
Bajaj Auto motorcycles marketing VP Sumeet Narang said, “With the V, we are not just selling motorcycles but celebrating the pride of the nation. Consumers are also playing back this feeling of pride. The new campaign takes the proposition forward and talks about how the V helps you experience pride every day, and not just on select occasions of national significance.”
Leo Burnett CCO Rajdeepak Das said, “This is the harsh reality of our country. While we all see ourselves as proud Indians, we are quite happy just expressing them in occasions. Like beating a key rival in cricket, winning the World Cup, medals at Olympic games, and the two national days.” The film has been directed by Prakash Varma of Nirvana Films.
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.
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.
MUMBAI Zindagi Chale Smooth, a modern narrative designed by Leo Burnett India for HP Lubricants, highlights the brand’s sheer strength and the role it plays through its superior technology in smoothening people’s lives.
The company is able to achieve this through presence across various segments like automotive, defence, farming, mining, shipping industries, railways and more.
Created by Leo Burnett, the new positioning Zindagi Chale Smooth marks a shift in the brand’s marketing focus from being perceived as an engine oil company to a humane brand; one that builds innovative products and technologies for today’s consumer.
Zindagi Chale Smooth is a human expression of the brand’s core offering. An animation film is being used to launch the thought ‘A to Z, Aapke Kaam Aate Hum’, which breaks category codes and highlights the company’s diversified and large scale operations through which it touches the lives of millions, making HP Lubricants a super brand.
Leo Burnett South Asia CEO Saurabh Varma said, “HP Lubricants had not undergone a brand refresh for a very long time. Given the current market scenario, we wanted our joint efforts to build a modern narrative that gives the end consumer an accurate idea about HP Lubricants. A company that has strong presence across sectors and not just engine oil.
A to Z Aapke Kaam Aatey Hai helps build higher emotional affinity and rightly captures what the brand stands for, which is to power India. And this is not just a communication change, but a part of a larger exercise being undertaken by us to align this purpose right down to packaging design.”
Leo Burnett CCO RajDeepak Das added, “Most people do not know the incredible products HP Lubricants has and the role the brand plays in our everyday life. We wanted to do that in a simple and human way.”
Zindagi Chale Smooth is an integrated effort spanning across digital, print, retail, cinema, outdoor and TV. While the TVC has been launched, print, retail, cinema and digital campaigns are expected to go live post 8th March 2016.
MUMBAI Zindagi Chale Smooth, a modern narrative designed by Leo Burnett India for HP Lubricants, highlights the brand’s sheer strength and the role it plays through its superior technology in smoothening people’s lives.
The company is able to achieve this through presence across various segments like automotive, defence, farming, mining, shipping industries, railways and more.
Created by Leo Burnett, the new positioning Zindagi Chale Smooth marks a shift in the brand’s marketing focus from being perceived as an engine oil company to a humane brand; one that builds innovative products and technologies for today’s consumer.
Zindagi Chale Smooth is a human expression of the brand’s core offering. An animation film is being used to launch the thought ‘A to Z, Aapke Kaam Aate Hum’, which breaks category codes and highlights the company’s diversified and large scale operations through which it touches the lives of millions, making HP Lubricants a super brand.
Leo Burnett South Asia CEO Saurabh Varma said, “HP Lubricants had not undergone a brand refresh for a very long time. Given the current market scenario, we wanted our joint efforts to build a modern narrative that gives the end consumer an accurate idea about HP Lubricants. A company that has strong presence across sectors and not just engine oil.
A to Z Aapke Kaam Aatey Hai helps build higher emotional affinity and rightly captures what the brand stands for, which is to power India. And this is not just a communication change, but a part of a larger exercise being undertaken by us to align this purpose right down to packaging design.”
Leo Burnett CCO RajDeepak Das added, “Most people do not know the incredible products HP Lubricants has and the role the brand plays in our everyday life. We wanted to do that in a simple and human way.”
Zindagi Chale Smooth is an integrated effort spanning across digital, print, retail, cinema, outdoor and TV. While the TVC has been launched, print, retail, cinema and digital campaigns are expected to go live post 8th March 2016.
MUMBAI: With the advent of the digital age, the sky is the limit for innovation and creativity. In a bid to create acts and solutions that trigger a larger and much sought-after change for brands, Leo Burnett has developed a new digital platform for HDFC Life customers, enabling them to leave behind more than just financial legacy for loved ones.
The digital platform called #MemoriesForLife allows the man of the house to record little anecdotes, words of wisdom and life lessons, so that he continues to
guide his loved ones in his absence.
This digital platform will be launched via an integrated campaign designed for both offline and online media.
The idea comes from the customer understanding that, often, a lot is left unsaid in the strife for securing the future of loved ones.
The way it works: Record your message on the #MemoriesForLife platform, set the date and time you want your loved one to receive it and HDFC Life is committed to ensure its delivery.
This is a strategic move to shift insurance from a transactional space to an emotional space, and to remind the man of the house that he means a lot more to his family than just money.
HDFC Life senior EVP, head marketing, products, digital & e-commerce Sanjay Tripathy said, “We at HDFC Life believe that today’s hard-to replace individuals are far more important to their families than just their financial legacy. With #MemoriesForLife, we have made a strategic move to shift life insurance from a transactional space to a more emotional one in the form of a time capsule. Also, this bolsters our position as a leader in the digital space improving the online end-to-end customer experience. Most of all, #Memories ForLife’ is a new opportunity for us to reinforce our brand promise of ‘Sar Utha Ke Jiyo’ in our customers’ lives where they can record life’s little and big lessons to help their loved ones lead a life of pride forever.”
The brand film narrates the story of a young successful executive who forgoes a business trip to Singapore to spend his special day, his birthday with his mother. It is later revealed that it was after watching a poignant video of his father’s words of wisdom, recorded when he was 17 years old (10 years back), that propelled him towards this different path. The narrative emphasizes the power of the individual to guide his family through life’s many challenges, even in his absence.
Leo Burnett chief creative officer RajDeepak Das adds, “For HDFC Life, this year we are helping them launch a new product in form of a strong engagement platform. Memories for Life is a great example of how we are pushing the bar in bringing innovation, co-creation and creative thinking together to build HumanKind brands. Our idea was to bring HDFC Life’s Sar Utha Ke Jiyo philosophy into practice. In our busy lives we often lose out on special moments with our loved ones. This film subtly reminds us about that, without losing the Sar Utha Ke Jiyo lens of the brand.”
