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Tag: RajDeepak Das

  • Leo Burnett launches new digital platform for HDFC Life

    Leo Burnett launches new digital platform for HDFC Life

    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.”

    Watch the film here:

  • Leo Burnett’s new campaign for He Deodorant sees women urging to #ShowMenSomeLove

    Leo Burnett’s new campaign for He Deodorant sees women urging to #ShowMenSomeLove

    MUMBAI: Leo Burnett’s new campaign for Emami’s He Deodorant spins an interesting twist to this year’s Men’s Day celebrations on November 19. The Indian brand that has taken a stand on International Men’s Day, has launched a new campaign with the tagline #ShowMenSomeLove platform.

     

    The digital campaign reinforces the brand’s message that men deserve love and respect through a catchy jingle ‘Men’s Day Pe Teri Chhutti’. The unique narrative turns the spotlight on women who express their appreciation for men.

     

    Commenting on the launch of the campaign, Emami director Harsh Agarwal said “Our effort is to do new things always. In a category where all other brands are talking about attracting the opposite sex, we believe there is a need for a different conversation. So last year we decided to stand up for men by initiating the men’s day celebration. The platform found a lot of traction and this year we are taking it forward. Celebrating Men’s day gives us an opportunity to engage with our consumers in an innovative and effective manner.”

     

    Leo Burnett chief creative officer Raj Deepak Das also added, “After having initiated Men’s Day celebration with our #ShowMenSomeLove campaign last year, we wanted to take the narrative to another level and help create a movement in the country around Men’s Day. This year we have put a twist where women have joined in to express their solidarity with the men in their lives through a catchy quirky song.”

     

    Last year, the brand had launched a campaign that asked women to wear blue and initiated the need for Men’s Day celebrations in India.

  • Leo Burnett hires Sachin Das Burma as group ECD

    Leo Burnett hires Sachin Das Burma as group ECD

    MUMBAI: Leo Burnett India has hired Sachin Das Burma as group executive creative director at its Delhi office.

     

    Speaking on his appointment, Leo Burnett India North president Samir Gangahar said, “We are delighted to welcome Burma. With an impressive track-record of creating path-breaking integrated communication across categories and the hunger to do a lot more, I’m excited to see him craft ideas that impact consumer behaviour and solve business problems across our portfolio of brands.”

     

    Leo Burnett India chief creative officer RajDeepak Das added, “In Sachin we have found a leader who has the ability to keep things simple and connect every piece to a human truth. His ideology and working style is ideal to drive innovation and integration in the communication process. I’m sure Sachin’s inclusion will significantly enhance our capability of solving our clients’ problems by creating new age work based on strong consumer insights.”

     

    Burma said, “Leo Burnett has a great history of fantastic work that has built so many big brands. My aim will be to uphold the creative standards and make sure that the legacy of the agency continues. And hopefully, I would be able to add value, new business and awards. I look forward to be part of an exciting team. There is a new way of thinking at Leo Burnett and I hope to learn and contribute.”

     

    He joins from Draft FCB Ulka where he was group creative director and has also worked with Contract Advertising, Bates India and JWT.

  • Leo Burnett launches a new humour based campaign for Limca

    Leo Burnett launches a new humour based campaign for Limca

    MUMBAI: Leo Burnett has launched a brand new campaign for Limca in a bid to establish the drink as the ultimate thirst quencher and gain market share in India’s highly competitive soft drink market. The campaign will also help the brand strengthen its popular ‘Lime N Lemoni’ credential.

     

    The humour based campaign looks at a scenario where the boy’s family has come to see the girl. The film juxtaposes the mother’s voice raving about dishes cooked by her daughter with the shots of her son running around to buy the same from the market. His journey from one shop to another and back home gives rise to an extreme thirst that can only be quenched by Limca. The kind of thirst which the brand takes ownership of by calling it the ‘Limca Wali Pyaas’.

     

    Leo Burnett India chief creative officer RajDeepak Das said, “Limca has always been part of India’s quirks and traditions. With this campaign, we wanted to maintain that and take the communication to another level. The campaign – Bhaag Bittoo Bhaag – is special because it talks about the brand promise of ‘quenching thirst’ by using a strong local insight we all can relate to being Indians. In a situation of extreme physical stress and having to run from one place to the other in search for food, the protagonist finds his answer to thirst in Limca. The whole narrative is quirky, humourous and insanely Indian. It is a kind of film you would enjoy watching repeatedly; a great way to achieve a higher level of brand recall amongst the Indian consumers.”

     

    Leo Burnett India executive creative director Amit Nandwani added, “When faced with situations of extreme heat and tiredness, nothing quenches your thirst like Limca. The new Limca campaign essentially conveys this point while integrating quirks rooted in Indian culture. The plot is not only relatable but also drives home the point in a light-hearted manner.”

     

    Limca plans to take its new campaign to consumers through digital and traditional media platforms to intensify the brand experience.

  • Amazon spends Rs 100+ crore to build local connect via ad campaign

    Amazon spends Rs 100+ crore to build local connect via ad campaign

    MUMBAI: In a competitive world where every brand is armed with a killer instinct, connecting and making an impact on the minds of the target audience can be an arduous job.

    In such a scenario, unperturbed by competition, e-tailer Amazon India was all out blazing guns this Indian Premier League (IPL) and invested as much as Rs 100 crore in its latest ad campaign ‘Aur Dikhao,’ which was conceptualized by Leo Burnett India. It may be recalled that before the start of the IPL, Amazon India upped itself as the presenting sponsor of the tourney. The e-tailer was second only to Vodafone in terms of number of slots per match.

    Research depicts that 35 per cent of the ad spend in 2015 will come from e-commerce ventures. What’s more, the IPL has always been one of the major targets for brands to garner huge reach every season and that’s exactly what Amazon India latched on to in order to gain visibility and traction amongst the audience.

    According to an analysis by Television Audience Measurement (TAM), five out of the top ten brands (on the basis of number of ads during live matches) are from the e-commerce segment. However, besides spending money and buying slots, creative execution is the other aspect that plays a vital role in pulling in customers.

    Speaking to Indiantelevision.com on the ideation for the campaign, Leo Burnett chief creative officer Rajdeepak Das says, “Amazon is already big; bigger than any of its competitors. So while others were trying to establish themselves, we had to take the other route. The task with Amazon was to build a local connect and go ‘desi,’ this is why we went with the ‘Aur Dikhao’ campaign.”

    The ‘Aur Dikhao’ campaign had numerous ad films directed by Chak De! India director Shimit Amin, which illustrated the widely versatile range of products in Amazon’s catalogue. After the wide range message was conveyed and the campaign managed to create a buzz, another sub-campaign #Whattasale was launched.

    “With ‘Aur Dikhao,’ we conveyed the message to consumers about our wide range of products. Now it was time to get them to act and hence we launched whattasale, with the message that Amazon had the range and that they needn’t wait any longer to go ahead and shop. As Indians are always price conscious, we announced the three-day sale where attractive discounts were given. That step was taken to gather some action,” informs Das.

    In a bid to gain some traction on its mobile app, Amazon also shot out a clear-cut message that app user would get added benefits and hence urged people to download its app. With every TVC, multiple messages were delivered to gather action from consumers.

    Not taking the route of celebrity endorsements unlike its competitor Snapdeal.com, who has on board actor Aamir Khan, Amazon’s ads were shot in Indian localities to ensure connect and familiarity amongst consumers. The props used in the TVCs were also very ordinary. While every ad had a television in it, none of them were modern day LEDs or smart TVs. A foot-tapping soundtrack composed by Bollywood music director Ram Sampat complemented the TVCs.

    IPL is a blockbuster event where every second is premium. When asked if it was difficult to create a campaign for an event where the ad rates were paramount, Das opines, “I think it’s easier. Yes, the pressure is there because the event has enormous reach and if you don’t execute the plan properly, it may leave a negative impact for the brand. However, if you successfully execute the plan, your creative piece can spread via word of mouth.”

    Additionally, the placement of an ad also plays a pivotal role in ensuring good reach and interaction. Commenting on the planning and buying, a media expert asserts, “Just making a creative ad or putting huge sum of money does not seal the deal. You have to ensure good placements too. I saw Amazon TVCs at crucial stages of the match. They also increased the frequencies during the ‘whatasale’ campaign, which boomed their sale up. So overall in my opinion, Amazon made worthy use of the money they put in courtesy to their all round efforts.”

    Complementing the campaign, creative veteran and Monozygotic co-founder Rajiv Laxman says, “The entire concept and execution of ‘Aur Dikhao’ was really nice and I like concepts with propounding insights. It’s something all of us know but never thought about. A brand like Amazon, which is always considered as global brand, traditionally struggles to create a local connect and ‘Aur Dikhao’ was a brilliant idea to build local connect because of its simplicity. The execution was also nice. There was no glamour or any celebrity… everyone watching the ad could connect and relate. We go to buy a saree and we say ‘Aur Dikhao.’ We use this term everywhere we go to shop and hence it was a great concept for a brand like Amazon, which lacked local connect.”

    Amazon India integrated marketing director Manish Kalra had earlier said, “Offering customers a wide choice and a destination where they can find, discover and buy anything that they desire to online has been one of our key strategic pillars. Our selection growth in India over the last 22 plus months of launching our India operation has been phenomenal and today we are able to offer customers a wide choice over 22 million products across hundreds of categories to choose from. We have taken this as an inspiration and used it to show the unending selection of products that Amazon India has to offer through the new campaign. We believe that the term ‘Aur Dikhao’ will resonate with shoppers in India who love to have more choice.”

    “Great clients have played a vital role behind every good work that I have done so far and I must say Amazon is a great client. There are many more TVCs coming up and soon we will also explore new territories. Overall, I am happy with the campaign and the responses that we got so far,” Das concludes.

  • Anchor unveils new campaign to fight blind spot in the category

    Anchor unveils new campaign to fight blind spot in the category

    MUMBAI:  In the competitive oral hygiene market, the biggest issue that brands face is blind spots. Hundreds of campaigns are launched but only a few are able to cut through consumers’ mind.

    In order increase the recall value of Anchor toothpaste, Leo Burnett has launched a new campaign depicting how one can stand up against wrongdoings, under the tagline ‘Bindaas Daant, toh Bindaas Aap’.

    Anchor Beauty and Health Care managing director Sanjay Shah said, “The work done in the toothpaste category is usually very stereotypical, which has led to a blind spot in the minds of consumers. With a product having one of the best formulations in the market, we needed to communicate a higher order benefit of strength. We believe that when you are strong from within, you can stand strong for what you believe in. We chose to make kids our brand ambassadors as they are the real change agents in society. As a brand, we not only believe in delivering the best products but also in holding strong moral values. We believe that as a brand we should stand up for the right and fight for it. Our films deliver a societal and moral message along with a strong product promise.”

    The campaign, which features two films, is based on the insight that physical strength (of teeth in this case) evokes moral strength.

    Leo Burnett chief creative officer Rajdeepak Das said, “In a category that is driven by product demonstrations, the new Anchor toothpaste campaign pleasantly surprises by showing kids fearlessly taking a stand against what is wrong. The films effectively take the core product proposition of “making teeth so strong that they are not afraid of anything” into a bigger life context of fearlessness against wrongdoing. This takes India’s mood of driving change and standing up for what you believe into a new high.”

    One film titled “Milkman” is already on air while another is to follow later this month. The two films showcase an ordinary day in the life of a kid who stands up and expresses his views strongly and does not back down even as the odds are stacked against him, thanks to Anchor White toothpaste.

    Leo Burnett national planning director Rajeev Sharma said, “In  every product category, there is a central benefit. The key benefit Indian moms seek from toothpaste is ‘strong teeth’. We saw an opportunity in the fact that the culture has evolved, and that this benefit was crying out for a more human expression than the category had ever witnessed. What we have seen in the category is the obsession with lab coats and children either delivering or being the recipients of lectures of dental care. So our strategy was to create a memorable idea about the benefit of strong teeth in the form of fearless teeth or Bindaas Daant. The idea was to showcase what fearless teeth can do. What has emerged is a pretty potent combination. We believe it will create quite a stir in the category.”

    Leo Burnett ECD Vikram Pandey added, “Every mother wants her family to be strong physically as well as morally. So to convey the promise of strong teeth, we wrote stories where kids’ strong moral values are well supported with the physical strength of the teeth. All thanks to Anchor White toothpaste.”

  • Orchard Advertising strengthens its creative team

    Orchard Advertising strengthens its creative team

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

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

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

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

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

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

     

  • Leo Burnett aims to be amongst top 5 agencies in the world by 2017

    Leo Burnett aims to be amongst top 5 agencies in the world by 2017

    MUMBAI: Starting the new year on a fresh note and an ambition to be amongst the top five creative agencies in the world by 2017, Leo Burnett is all set for the future.

    The agency will build brick by brick and guided by the 3 Ps- people, product and profit.

    The year 2014 saw a shocking development that of KV Sridhar aka Pops, erstwhile chief creative officer, India subcontinent, Leo Burnett, hanging his boots after 17 long years. However, with the hiring of ‘the +A types’ people, the agency want to reach for the stars. Leo Burnett hired Neha Contractor, Kaizad Pardiwalla, Prajato Guha Thakurta, Sachin Kamble, Harshad Hardikar, Antony Rajkumar, Oindrila Roy and Rakesh Hinduja in 2014 to get the right kind of people who are future ready.

    “A closer look at these leaders will also reveal that we are hiring a different breed of talent. Talent who can think beyond the 30 second TVC. We are really serious about winning with integration and these leadership changes will help us move rapidly in the new direction,” wrote Leo Burnett Group India CEO Saurabh Varma in an internal mail addressing the employees.

    Varma went on to write, “I request you all to focus on the 4 C’s as you look at levels in the organisation. The first C is Curiosity. We want to be child-like in the way we live our lives. We want you to leave your tables and explore the world around you. Nothing will give us more pleasure than people taking all their leave. Sacrifice is in, but the right kind. Hard work is appreciated but not if it comes in the way of us experiencing life. You have our commitment of continuing with this New Year break again, next year. Our hope is that next year we are even better organised to take this opportunity to slow down, relax and refresh. So please be curious in 2015.

    The next C is Champion. Great work stirs resistance. We need champions to help us sell great work. We need people who will not let the incredible idea just die. We all need more champions across the organisation who will challenge the work, shape the work and sell the work.

    The third C is Craftsman. Leo talked about that restless feeling that nothing you do is ever good enough. We want to live that spirit in our everyday life. We want to reach for the stars, everyday. No matter what you do in the Group, we want you to chase perfection. Average is out. Greatness is all that matters.

    Finally the fourth and the most important C: Citizens. We live in a world where an idea is shared and created by many. The spirit of knowing that we are all in it together is the fundamental to the organisation we are trying to build. Please populate the agency with people who embody these four traits. 2015, will also be a year where we will move forward and create a more performance driven organisation. We need to understand that growth is everyones job. Growth gives us freedom. Freedom to reward our people. Freedom to train our people. Freedom to create a better destiny for our people. We will reward people who drive growth. Every senior leader will have clear KPIs. Creative leaders will have to deliver on 7+ work. We will need to use our understanding of clients to create and sell them work they need rather than the work they want.”

    On the product front, Varma and Rajdeepak Das are excited about the momentum that has been created. Work on KBC, HE (man’s day), Kindle, Imagica and Anchor shows that the agency is moving steadily in the right direction. “With our marquee portfolio of brands, we hope to create incredible momentum in the next few months. Please use the specialisations at your disposal to create new work. Overall we need work which is true to ‘imaginative populism’. Work which is shared. Work which becomes part of peoples everyday lives. Work which our families are proud of. Work which delivers on the purpose of our brands. Please create content. Please create branded utility. Please use the power of technology to create platforms which are always-on. Please try different things. We urge you to take the risks. We will support risk and failures. We are ready for change,” he wrote to motivate all.

    Last year the group had won 37 clients and the agency wants to keep the momentum going in 2015. “We will not slow down. We will build on the incredible momentum we have created. We plan on both organic growth and new business wins. In 2015 we hope to pitch less and win a lot more. Prospecting will play a critical role in the way we approach our pitches. Please be ready for a lot of action,” he concluded his letter.

     

  • Leo Burnett India appoints Aman Mannan as group ECD

    Leo Burnett India appoints Aman Mannan as group ECD

    MUMBAI: Leo Burnett India has appointed Aman Mannan as group executive creative director. Mannan will be based at Leo Burnett India’s head office in Mumbai and will work closely with Leo Burnett India chief creative officer RajDeepak Das towards creating work that strongly reflects the agency’s human kind philosophy.  

    Speaking on his appointment, Das said, “I am really excited about Aman joining us as this further strengthens our creative team that is not only young but also extremely talented. Aman brings with him a lot of positive energy and newer ways of storytelling that will help us find the right solutions to our clients’ problems.”

    Mannan added, “This really is an exciting time to be part of Leo Burnett India. I look forward to working with both RajDeepak and Saurabh to create a wave of new age integrated work.”  

    Mannan joins from DDB Mudra where he was executive creative director. Prior to DDB Mudra, he has had stints with McCann Erickson and Interface Communications. In a career that spans more than a decade, he has worked across categories on brands such as Union Bank of India, Future Group, Godrej No. 1, Lipton, HBO, ICICI Lombard, Saffola, Parachute, Onida, Nerolac, Radio Mirchi, Tata Indicom, NDTV, Mahindra and Mahindra (Scorpio, Bolero, Maxx), Nerolac and Blue Star to name a few.

    Mannan’s work has won him accolades in both international and national circuits including the prestigious Cannes, Emvies, London International Awards, Abbys and Mirchi Kaan Awards.

     

  • Leo Burnett India elevates Sainath Saraban to NCD

    Leo Burnett India elevates Sainath Saraban to NCD

    MUMBAI: Leo Burnett Group India CCO Rajdeepak Das today announced the elevation of Sainath Saraban as the national creative director (NCD). As part of his new role, Sai (as he is fondly known), will oversee and take care of the Chennai market as well as key national clients. He will continue to be based in Delhi as he assumes this new responsibility.

     

    Leo Burnett Group CEO Surabh Varma said, “Sai is one of the best creative talents in The Leo Group today. His thorough and in-depth understanding of the target audience coupled with popular culture comes through clearly in the great work that he creates for our clients. I look forward to seeing him make magic in the Chennai market and on our key national clients.”

     

    Leo Burnett CCO Rajdeepak Das added, “Sai is definitely one of the most promising talents of Leo Burnett India and undoubtedly one of the good human beings I have come across. We want the greatness to spread to one more office. Cheers to Sai.”

     

    On his new role Sai said, “Over the last nine years, I have grown with the agency and the agency has grown with me. Now it’s time to take my role to the next level. I see challenges and opportunities alike and along with Saurabh and Raj, I look forward to what lies ahead. The ‘Change Everything’ philosophy is something we all believe in and it holds true for the kind of work we create and how we create it.” 

     

    Sai, who joined Leo Burnett in 2005, began his career with JWT Delhi, where he worked for five years on brands like Boost, Pizza Hut, Hero Cycles and CNBC. This was followed by a brief stint at McCann Erickson after which he joined JWT Bangalore where he worked on Kingfisher, Red Label Tea, McDowell’s and was a part of the team that won Levi’s and Nike. At Leo Burnett, Delhi, some of the memorable work that Sai has created are on brands such as Thumbs Up, Maaza, Minute Maid, Perfetti, Samsung to name a few.