ITV

Tag: Rajesh Ramaswamy

  • The Script Room appoints K. Ramakrishnan as an independent director

    The Script Room appoints K. Ramakrishnan as an independent director

    MUMBAI: The Script Room, an independently owned, bespoke creative agency, founded by Ayyappan Raj & Rajesh Ramaswamy (Ramsam), onboards K. Ramakrishnan (Ramki), managing director – South Asia at Kantar Worldpanel, as an independent director on its board. With over three decades of experience in marketing, branding, and business strategy, he has held leadership roles at companies like Lenovo, Café Coffee Day and TVS Motor Company. In his new role, Ramakrishnan will participate in the strategic business decisions of The Script Room bringing his deep market knowledge, experience and thought leadership to the table.

    Known for its commitment to enjoyable scripts across formats, The Script Room has always championed storytelling that connects. With Ramki’s mentoring, the company takes a significant step forward in its journey of shaping their business with both soul and structure.

    Reflecting on the decision, The Script Room co-founder Ayyappan Raj shared, “Two years ago, when I first conceived the idea of establishing a Board of Directors and shared it with Ramsam, Ramki was the very first name on the list. I had the privilege of meeting Ramki in 2005 when he was a client at TVS Motor Company, and since then, he has played a significant role in both my professional and personal journey. It is with great pleasure that we announce his appointment as an Independent Director on our Board. Ramki is widely regarded as a trusted advisor and mentor – his innate capacity for leadership and guidance, coupled with his expanding sphere of influence, make him a valuable addition to our governance and strategic thinking.”

    K. Ramakrishnan shared, “It is a pleasure and honour to be able to serve as an independent director on the board of The Script Room. I am happy to work with bright and creative professionals such as Ramsam, Ayyappan and the others. I hope to provide professional counsel and promote a lot of dialectic thinking as The Script Room continues to scale up in its Creative Business journey”.

    Now in its sixth year of operations, The Script Room is excited about the future with Ramki joining as an Independent Director and will soon announce its full board of directors. With this guidance, the company is poised to continue delivering outstanding stories across all formats while building a cheerful and inspiring environment for its team and partners alike.

  • Scripted for success Alisha Sharma joins The Script Room as ECD

    Scripted for success Alisha Sharma joins The Script Room as ECD

    With a decade-long résumé that reads like a highlight reel of Indian advertising, Alisha has helped build brands like Spotify, Pepsico’s Lays and Doritos, Amazon, Asian Paints and MP Tourism. From crafting Spotify’s signature Indian tone of voice to rolling out mega-hits like “There’s a Playlist for That” and “Life Kate Mazze Se”, Alisha’s storytelling is anything but on shuffle. Her work has earned nods at the Cannes Lions, One Show, Spikes Asia, Clio Awards and Effies India and she’s judged at the Young Director Awards at Cannes, too.

    In her own words, “You know you’re in the right room when conversations spark ideas and story stays at the centre. I wasn’t just looking for a change, I was waiting for the right place. Now I’m here, excited to shape this room into a house full of stories.”

    That “room” was founded by Rajesh Ramaswamy and Ayyappan Raj, who’ve built a reputation for carving out space in the industry for unapologetically narrative-driven work. Speaking on the hire, Rajesh said, “We really love the way she thinks, it’s a joy to watch her work.” Ayyappan added, “She joins at the perfect time. We’re six years in, and with her, the next phase will be even more exciting. She’s brilliant and everyone already loves her.”

    As The Script Room continues to stake its claim as the go-to shop for fresh, compelling storytelling, Alisha’s arrival feels like the beginning of a new genre part drama, part blockbuster, and all heart. Keep your popcorn ready.

  • Ad Break | Not just mediums, writing has also evolved over time: Founders of The Script Room

    Ad Break | Not just mediums, writing has also evolved over time: Founders of The Script Room

    NEW DELHI: Writing – unlike communication skills, the development of the information wheel evolved roughly over the time frame in media, entertainment, and now in the advertising industry. From Shakespeare to Chetan Bhagat, to Twitteraties, the contemporary writing skill has seen radical changes in style, usage, and perception. Discussing comprehensively with Indiantelevision.com, in the second episode of Ad Break are the Founders of The Script Room, a year-old writing hub that has churned out 41 interesting brand films and served prominent brands like Netflix and Oyo.

    The former colleagues from Lowe Lintas, Raj and Ramaswamy are prolific writers who wanted to share their passion for the most compelling reason is to develop stories that people treasure in the future. The motivation behind their wondrous words and the reason for their love of writing has driven them to start the foundation of a writing hub in the advertising world.

    While conversing, Raj says, “It feels like the moment for the recognition of writers has arrived. The minute you call any producer saying that you are a writer, their interest grows stronger as they have started valuing real passion and are no longer in the practice of avoiding conversations.” However, he adds that there is still a dearth of renowned writers in the industry.

    Ramaswamy points out, “The aspect of writing has changed adequately over the years. It cannot be denied that predominance and quality are two interesting points. Authors now care deeply about an issue; hobby or lifestyle choice and they are ready to take it to the next level. A few years back, there was no slam poetry but now it exists.”

    Adding further, he said, “One of the biggest changes I noticed are insights. Insights have made a remarkable difference in the ad-world. Earlier, when you cracked an insight for an ad, it was considered as a golden moment. Presently, insights are getting captured in memes almost on a daily basis.”

    Moreover, the duo emphasized their experience of writing a short film in the lockdown – how the impact of the pandemic will have on storytelling, also delving into how brands are getting smarter in their choice of stories.

    Watch the full episode now

  • Tanishq wants women to celebrate themselves with solitaire

    Tanishq wants women to celebrate themselves with solitaire

    MUMBAI: Celebrating the free spirit of women who are breaking shackles and following their hearts is Tanishq with its latest ad.

    The film, conceptualised and developed by Lowe Lintas, tells the story of one such woman, who despite being a successful CEO decides to change direction in her life.

    We see the woman walking into college, looking uncertain, but still determined. She has her moments of doubt, when she looks at the teenagers around her, but she overcomes them in a jiffy and takes her place among them. She’s all set to learn film making and start a brand new phase of her life.

    Titan Company associate vice president of marketing, jewellery division Deepika Sabharwal Tewari says, “With this film we target progressive, career oriented women who have achieved something in their life by following their heart and doing things which they really want to do. A Tanishq Solitaire is a marker of their success for everything they’ve achieved, and still keep going. More & more women are indulging in buying jewellery because they are financially independent & believe in indulging in themselves.”

    Lowe Lintas executive director Rajesh Ramaswamy adds, “It takes great courage to change the course of your life after a certain point, but we’re noticing a lot of women doing it. After all, ambition has no age, and this film is an ode to every such woman, who’s slowly and steadily turning into the woman she’s always wanted to be.

    Solitaires by Tanishq are available for a starting price of Rs 54,000 at Tanishq stores across the country.

  • US Polo launches campaign for kids category

    US Polo launches campaign for kids category

    MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony.

    The TVC opens with a young boy, who is thrilled to be introduced to his Polo pony on the first day of his training. It captures the essence of the journey of this young boy from the first day of his training to his first official game. Over time, he develops a unique bond with his Polo pony, based on respect and endearment.

    The film that lasts for about 75 seconds will be showcased on TV, YouTube and other social media channels and has been conceptualised collaboratively by Lowe Lintas and US Polo Assn with the intent to create brand presence and instil right values of the game in young polo enthusiasts.

    Arvind Lifestyle Brands CEO Alok Dubey says, “We believe in starting young! This first kid’s television commercial reinforces the brand thought of ‘Start Young’ which appeals to the veracious side of both kids and parents. Not only does the bond between the boy and his pony weave brand principles of camaraderie, dedication and compassion but also creates an inspiring watch for the audience thereby increasing brand awareness and carving a niche in a market of many players.”

    Lowe Lintas executive director Rajesh Ramaswamy mentions, “The bond between a player and the horse is extremely special. In this commercial, we extend the genuine spirit of polo to US Polo Assn Kids by showing the journey of a young polo player. And the lessons he learns that are beyond just the game.”

    Lowe Lintas president Hari Krishnan adds, “US Polo Assn has created an entirely different category within fashion in India and has always been based on the true spirit of Polo, celebrating the camaraderie, traditions and lifestyle surrounding the game. This particular campaign takes forward the same tradition and camaraderie in the context of a junior polo player and the special bond he shares with his teammate-his horse.”

  • Britannia Marie Gold encourages homemakers to win a scooty

    Britannia Marie Gold encourages homemakers to win a scooty

    MUMBAI: Britannia Marie Gold has launched its new campaign #GoPlaces, wherein homemakers get the opportunity to win a brand new Scooty. Britannia Marie Gold has been the flagbearer for empowering and enriching the lives of everyday women and this initiative is aimed at fuelling the lives of homemakers by equipping them with the means to be independent.

    The campaign kick-starts with a TVC and two digital films that are based on the insight that every homemaker has the drive to be more but often lacks the resources and opportunities. The TVC and the digital films beautifully capture everyday instances, wherein the homemaker makes the choice to become more, ensuring that her personal interests do not take a back seat as she goes about her usual responsibilities. While the TVC highlights the homemaker doing more for her child without any additional support, the digital films capture homemakers introspecting on their personal aspirations. All stories end on a high note as the #GoPlaces initiative provides them with the opportunity to realise their dreams, liberating them from self-doubt and dependence.

    Britannia Industries vice president marketing Ali Harris Shere says, “Britannia Marie Gold believes that homemakers are everyday athletes in the journey to be more. They need the fuel that keeps them going both physically and emotionally. Marie Gold is that fuel. With the #GoPlaces campaign we are providing these athletes with the means to be independent so that it can help in fulfilling their aspirations.”

    Lowe Lintas executive director Rajesh Ramaswamy adds, “Through the years of Marie Gold advertising, we have always tried to show the Marie woman as someone who runs the household, but also feels like more than just a homemaker. She balances her family’s needs and her own in an already packed day. But there was an opportunity to see her outside the context of a home. We wanted to show how much more she can accomplish when a bike comes into her life and makes her truly independent. That was a very exciting and fresh space for us to explore.”

  • Be smart in phone buys, say kids in Flipkart TVCs

    Be smart in phone buys, say kids in Flipkart TVCs

    MUMBAI: Smartphones are a basic necessity today and consumers spend a great deal of time researching on what’s the best model suitable for them. Most consumers often end up questioning their decision when it comes to a smartphone purchase, as they can never be sure if there is a better deal on the phone elsewhere. This peculiar problem is solved by Flipkart, as users can be sure that they will get the best features in the required budget as well as the convenience of exchange, from the comfort of their homes.

    The campaign has been launched online across popular social platforms.

    To help consumers make an informed and a smart decision before purchasing their phone, Flipkart has unveiled its latest campaign that promotes Flipkart as the one-stop platform to buy a phone. Conceptualised and executed by Lowe Lintas Bangalore, the campaign brings out the inconvenience customers go through before their purchase and even when they do settle for a phone, they may not always be getting the best deal for it. They can avoid all that and make a smart choice by shopping on Flipkart. That’s because on Flipkart, shoppers are assured of best features at unbelievably low prices and hassle-free exchange at great prices.

    Explaining the rationale behind the campaign, Kartikeya Bhandari, Senior Director, Brand Marketing, Flipkart said: “Amongst ecomm portals, Flipkart is the market leader in the smartphone category and being a market leader, it is our responsibility to further grow this category online. In order to do so, we looked deeply at the offline consumer purchase behaviour of smartphones and the pain points associated with the same. We realised that there is a clear difficulty in finding that “one place” where you get everything right – a range of phone models, the latest features, exchanging the old phone and of course, getting all this within the right budget. This makes consumers feel that despite the effort put in, there is always another place they could potentially get a ‘smarter’ deal.

    “Basis this knowledge we crafted our offering which would allow us to showcase the ‘smart’ in smartphone shopping. Hence we created the campaign ‘Be Smart. Buy Smartphone only on Flipkart’. The idea being that when you buy a phone on Flipkart, you can be sure you are getting the best features in your budget as well as the convenience of exchanging your old phone at great prices, right at your doorstep.”

    The campaign comprises a series of two films that depict the choices that consumers make before they buy a smartphone and how Flipkart is the best solution for making the smartest choice. In one film, the protagonist goes on to brag about a new phone that he has purchased which contains all the latest specifications. But his claims take a beating when he is made to realise by his friend that he has paid a hefty sum for the phone as compared to what is being offered on Flipkart.

    In the second film, the protagonist is shown talking about how he spent a lot of time and effort in finding a good selling price for his old phone. His friend mocks him for not choosing to exchange on Flipkart – where he would have got a good deal, all from the comfort of his home.

    Highlighting the campaign thought, Rajesh Ramaswamy, Executive Director, Lowe Lintas said: “People love to show off their latest smartphones. They are also usually confident that they’ve got the perfect exchange price for their old phones. Working off these insights, we decided to set the latest Flipkart mobiles campaign in a gym – a place where there is usually no shortage of people looking to show off more than just their muscles! Across two films, the gym stud who is proud of his new phone and the guy who’s confident that he’s got the perfect exchange price for his old phone, have their bubbles burst by their savvy friend, who knows that the smartest way to buy smartphones is on Flipkart.”

  • TVS TVC celebrates Indian youth’s go-getter spirit

    MUMBAI: TVS Motor Company launched a new advertising campaign for its motorcycle brand — TVS Sport. The campaign has been conceptualised by Mullen Lowe Lintas Group and follows the journey of a young boxer from a small village straight to the National Sports Training Facility in the city. He is abetted by TVS Sport, the perfect partner in his pursuit of success; the product’s unmatched fuel economy of 95 km/l, five-year warranty and affordable pricing; one that is an ideal fit for his requirement.

    The film opens with a young man riding out of his village on TVS Sport, reminiscing how his humble beginnings never stopped him from chasing his dreams. He rides past the local gym in the village, smiling at how his goals have changed over the years. Riding on the dusty roads in the outskirts, he passes by a broken bike and continues unperturbed on his TVS Sport. His determination is fuelled by the confidence that his bike is high on mileage and durability and is ready to be pushed to new limits. As the film closes, we see him take off his jacket, revealing his jersey with National Boxer imprinted on it thus cementing his position as a go-getter.

    The concluding voiceover reinstates that we must never let distances or difficult roads get into the way of achieving our dreams.

    TVS Motor Company VP – marketing (motorcycles) Arun Siddharth said, “The youth residing in small towns, harbour dreams of making it big in life and surpass every obstacle. TVS Sport with its unmatchable mileage, and durability gives them an edge on their path to achieving success beyond the prescribed boundaries. The film is an attempt to celebrate the spirit of such people who set their sights higher and overcome challenges.”

    MullenLowe Lintas Group executive director Rajesh Ramaswamy said, “We wanted to position the TVS Sport, which offers great mileage and durability, as the perfect partner for these young, go-getters who will stop at nothing to achieve their dreams. It’s a perfect fit and the ad captures both the mind-set of the youth today and the salient features of the bike.”

    Watch Here :