ITV

Tag: Ram Madhvani

  • Amazon India head Nitesh Kripalani’s amazing growth recipe

    MUMBAI: Nitesh Kripalani is pleased as punch. The former Sony Pictures executive and current Amazon Prime director & country head is on the threshold of unleashing the streaming service’s first Indian original with, voila, all of only 10 episodes on 10 July across 200 countries.

    Titled Inside Edge, it has been produced by Farhan Akhtar and Ritesh Sidhwani’s Excel Entertainment and the storyline brings together the world of cricket and entertainment. “The scale at which Inside Edge has been produced is something India has not seen before,” says Farhan. Adds Riteshi: “Amazon gave us the opportunity to think freely in making it for a global audience.”

    The teaser of ‘Inside Edge’ starring Vivek Oberoi, Richa Chadha, Angad Bedi, Sanjay Suri and Sarah Jane Dias was already trending on Twitter before it was formally launched last Friday. “It is completely organic, already showing positive signs welcoming original work,” Kripalani says triumphantly.

    And that’s not all. Another 17 originals are in various stages of development at Amazon Prime Video. “Our content plan appears to be running on schedule. We are trying to get three to four originals beyond Inside Edge in a few months (this year) since there are different projects in various stages of development (casting or post-production, etc),” he says.

    Among the projects it is working on is director Ram Madhvani’s ‘Bodhi Dharma ‘ — the genesis of Kung Fu. “Then,” points out Kripalani, “we are doing a show called ‘The Ministry’ with AIB and OML — it’s a political satire,” points out Kripalani. “Series such as ‘Mirzapur’ and ‘Made in Heaven’ will come up around in August.”

    It’s not just Indian originals that the streaming site is rolling out. Kripalani expects many more US TV shows to hit Amazon India Prime Video service. “A lot more content is coming up after the May screenings in Los Angeles,” he emphasizes.

    Amazon Prime had recently added new Bollywood movies such as Noor and Begum Jaan reducing the release window for OTT services. “Badrinath Ki Dulhania is coming up very soon,” Kripalani reveals.

    The India head did not deny working with the film industry’s big brands such as Akshay Kumar and John Abraham, saying: “They are some of the best talent in the country with whom we discuss ideas on a daily basis.”

    Apart from the main fare of Hindi and US series and films, Amazon Prime has already signed and launched several Telugu movies such as ‘Winner’ and ‘Mister’ and is in the process of launching some Bengali movies. “We are going to see how it works with the customers before we scale up. We are discussing some deals with Tamil, Telugu, Bengali and Marathi content producers,” Kripalani says.

    While being chary of revealing any figures, Kripalani says that Amazon Prime is beginning to see a shift in consumption patterns. Hence, the drive to bring in Tamil, Telugu, Bengali shows and films.

    “Subscribers have been keenly watching Indian movies — especially Hindi, Tamil and Telugu, followed by Bengali and Marathi,” Kripalani elaborates. He explains that a positive outcome of Amazon Prime Video has been that Indian subscribers, at a small price, are now legitimately consuming US TV shows.

    “An unmet demand in India until recently, consumers are binge-watching the initial episodes of some shows, the latest episodes of ‘Vampire Diaries’ as well as s well as supernaturals and global Amazon originals such as American Playboy and of course kids shows during summer vacation.”

    Kripalani reveals that the growth in the number of Prime subscribers has been exponential with more and more getting engaged in terms of hours per customer per month, especially after the April launch of Fire TV stick — when consumption reportedly grew to 1.75 billion minutes.

    He is sparing no effort at making the Amazon Prime Video app available on every viewing option, and ramp up its viewing metrics. “We are available on Samsung, Sony and LG devices. A couple of weeks back, we also launched on their older devices too,” he says. “As data charges in India is a concern, we have implemented a lot of features and are giving away data on Airtel and other partnerships.” The objective is to bring the content in front of customers, wherever they are. “If there were a large MSO with a significant customer base interested in giving the customers a TV experience, we would try (if technically feasible) and integrate the Prime content with them,” he highlights.

    The service is also being pushed with a multimillion dollar ad and promotion content on TV, print and digital. Full front page ads pushing its ecommerce sales and TV spots have been running during the ICC World Cup telecast on Star Sports, and other top GEC channels.

    But, are originals on VoD services viable? “It has worked globally, and it should work in India. If one offers the right content at the right value and on the right device, viewers would certainly consume it,” Kripalani says confidently. “Grand Tour was one of the top shows and so was American Gods. Hundreds of thousands of viewers are coming back every week to watch Bahubali animated shows.”

    ‘Inside Edge’ is the story of Bollywood and cricket — two passion that Indians have in their blood. Like consumers have been watching originals from the US and the UK, now they would have something to call their own original creativity and talent. “It would open up a lot of the market,”he says.

    However, the focus currently is on building scale and improving product and user experience. The bottom line is not the imperative.

    “In the India market, we plan to engage subscribers on a long-term basis. We don’t look at breaking even. We would rather evaluate the buzz in the market, the number of subscribers who engaged with this show or how many new subs signed up seeing this shows,” he says.

    About Prime’s strategy, the India head reveals that the team is are razor sharp focused on customers as the goal is to be number one (from being No. 3 behind Hotstar and Voot as per the latest FICCI-KPMG report).

    “Reliability of service, the selection (of content) that we offer, convenience of access and the value we provide (will decide our destiny),” he remarks. “We are an SVoD service, and we are building that market segment in India with the right content mix, and especially originals such as ‘Inside Edge and others that are expected to be introduced.”

    Media observers give Amazon’s India strategy the thumbs up.

    “It has got a good gig going in India,” says a media agency head. “Consumers, especially in the metros and in emerging towns of India are using the ecommerce site to buy products, coughing up Rs 499 for the prime experience of quicker delivery. Along with that they are getting access to a palette of good video content. While that is an advantage, it can also a disadvantage. Will the two services cannibalise the time visitors have available to them to engage with both of them are challenges Amazon will have to analyse and deal with over time. Prima facie, Prime Video is surely going to give Hotstar, Voot a run for their money. “

    For Kripalani that would be an amazing way for his charge’s story to unfold.

  • ‘Freedom of speech’ vital in progressive society, says Nandita Das

    NEW DELHI: Three short films made by renowned filmmakers Sudhir Mishra, Nandita Das and Ram Madhvani on meaningful subjects marked the India Today conclave on its closing day in Mumbai. India Today Group editorial director Kalli Purie said the films had been commissioned by the group to mark four decades of its existence.

    Nandita Das said: “Freedom of expression is needed for any society to be progressive else we will go back in time if there are no diverse views or analysis, if a child cannot ask questions.”

    The three films addressed poignant and almost dark issues as compared to the power play in politics to the bloodshed of the Partition.

    The 30-minute-long screening began with Mishra’s “Life Support” that revolves around the play of power in politics with three protagonists. “It doesn’t show anyone in particular; it’s about power and its sad stories,” said Mishra. Explaining his film in which a young politician and “heir apparent” of a political party condones his father’s killing ordered by a powerful politician, he added, “There are people who have compromised. We don’t have an answer to everything and that’s the power of a story, it’s all about many things.”

    Das’s film was on celebrated Pakistani writer Saadat Hasan Manto played by Nawazuddin Siddiqui, “In Defense of Freedom”. The film explores the need and importance of freedom of expression, as Manto questions why he should not write about the not-so-pleasant things in society. Through Manto’s life and preachings, Das emphasizes the need for freedom of expression in our society as well. “Manto is still so relevant even after all these years,” she said. “In any democratic or progressive society, freedom of speech, although ambiguous to define, should be cherished,” she added.

    Even as Nandita’s film drew attention to the freedom to express, the last film screened brought back to public memory the pain of the Partition. In his film “This Bloody Line”, filmmaker Ram Madhvani tells the story of Mohamed Ali Jinnah and the Partition and the fact that the Radcliffe Line led to the biggest mass migration in the history of mankind. He used poignant videos and pictures from the Partition of filled trains carrying people to their new country, of assaulted and injured women and children. “Till today, this line makes us bleed” said the concluding message. “This film is a reaction to the sadness and anger we feel,” he said.

  • ‘Nothing has changed’ at McDonald’s in 20 years

    ‘Nothing has changed’ at McDonald’s in 20 years

    MUMBAI: It’s new-age fast food, known by a brand, a meeting place. India’s most beloved food brand, McDonald’s, is celebrating its 20th year in India. To commemorate the occasion, the brand is all set to celebrate the milestone in style with the launch of a thematic brand campaign called, ‘A lot has changed. Nothing has changed’. The campaign focuses on the brand by chronicling a life-cycle of a couple with McDonald’s over the years in India through this TVC. The new TVC will take you through McDonald’s astonishing journey in the emerging QSR industry established in 1996 in India and how it has transitioned to stay relevant today with its presence of over 400+ restaurants across India and serve over 320 million people annually. 

    The campaign thrives on the idea that every day, millions of people visit McDonald’s and it has not just been about grabbing a quick bite. In fact, a lot has happened in the last 20 years at McDonald’s where the brand has noticed its customers’ evolved lifestyle and preferences, traversed through their various emotions, ups and downs in life. McDonald’s has been there constantly witnessing these changes and evolving itself by introducing digital platforms and brand extensions to ensure convenience and broaden accessibility, refreshed interiors of the restaurants to offer a modernized experience to consumers.

    McDonald’s director marketing and digital, Kedar Teny says, “McDonald’s through its marketing communication has always strived to create differentiation and strike a chord with its ever evolving consumers and their needs. While creating ‘A lot has changed. Nothing has changed’ brand campaign, we were inspired by real life experiences between a beautiful and steady relationship, there are some things that haven’t changed when it comes to McDonald’s and its consumers. The fight over the last fries, the feeling of mayo oozing out of the burger while taking a bite, the ‘softy’ moustache, taking pictures with Ronald McDonald, both, as a child and as an adult – some moments remain the same no matter what. The campaign takes this same paradoxical proposition forward, through the story of a couple, who has seen some of their most important life-changing moments at McDonald’s.”

    He added, “Over the years, McDonald’s gave people an opportunity to bond with their family and friends and create those special moments which have lasted with them forever. We hope after seeing this ad, our customers will remember and cherish the memories built at our restaurants.”

    The campaign has been conceptualised by Leo Burnett India and the film, directed by renowned ad film Director Ram Madhvani of Equinox Films, opens to a teenaged boy and girl at McDonald’s first outlet in Bandra, Mumbai. The boy opens his Happy Meal box with sheer excitement, but the girl next to him can’t find her toy. The boy hands over her toy from the floor, and thereon begins the friendship that blossoms into a companionship over the years. The film captures various phases of life and the different moments of joy, sadness, celebrations, responsibilities shared between the couple at their favourite destination, McDonald’s, which has become a part of their life.

    Leo Burnett, South Asia chief creative officer Raj Deepak Das said, “The campaign ‘A lot has changed. Nothing has changed’ articulates how the small, but important joys have remained the same, despite so much else changing. Even 20 years later, a child opening a Happy Meal box will have the same unparalleled joy on his face, like children did 20 years ago. While executing the campaign, we tried recreating the details from the past 20 years for the story to come alive – right from the staff’s uniforms, the events that happened around the time, the whole hog.”

  • ‘Nothing has changed’ at McDonald’s in 20 years

    ‘Nothing has changed’ at McDonald’s in 20 years

    MUMBAI: It’s new-age fast food, known by a brand, a meeting place. India’s most beloved food brand, McDonald’s, is celebrating its 20th year in India. To commemorate the occasion, the brand is all set to celebrate the milestone in style with the launch of a thematic brand campaign called, ‘A lot has changed. Nothing has changed’. The campaign focuses on the brand by chronicling a life-cycle of a couple with McDonald’s over the years in India through this TVC. The new TVC will take you through McDonald’s astonishing journey in the emerging QSR industry established in 1996 in India and how it has transitioned to stay relevant today with its presence of over 400+ restaurants across India and serve over 320 million people annually. 

    The campaign thrives on the idea that every day, millions of people visit McDonald’s and it has not just been about grabbing a quick bite. In fact, a lot has happened in the last 20 years at McDonald’s where the brand has noticed its customers’ evolved lifestyle and preferences, traversed through their various emotions, ups and downs in life. McDonald’s has been there constantly witnessing these changes and evolving itself by introducing digital platforms and brand extensions to ensure convenience and broaden accessibility, refreshed interiors of the restaurants to offer a modernized experience to consumers.

    McDonald’s director marketing and digital, Kedar Teny says, “McDonald’s through its marketing communication has always strived to create differentiation and strike a chord with its ever evolving consumers and their needs. While creating ‘A lot has changed. Nothing has changed’ brand campaign, we were inspired by real life experiences between a beautiful and steady relationship, there are some things that haven’t changed when it comes to McDonald’s and its consumers. The fight over the last fries, the feeling of mayo oozing out of the burger while taking a bite, the ‘softy’ moustache, taking pictures with Ronald McDonald, both, as a child and as an adult – some moments remain the same no matter what. The campaign takes this same paradoxical proposition forward, through the story of a couple, who has seen some of their most important life-changing moments at McDonald’s.”

    He added, “Over the years, McDonald’s gave people an opportunity to bond with their family and friends and create those special moments which have lasted with them forever. We hope after seeing this ad, our customers will remember and cherish the memories built at our restaurants.”

    The campaign has been conceptualised by Leo Burnett India and the film, directed by renowned ad film Director Ram Madhvani of Equinox Films, opens to a teenaged boy and girl at McDonald’s first outlet in Bandra, Mumbai. The boy opens his Happy Meal box with sheer excitement, but the girl next to him can’t find her toy. The boy hands over her toy from the floor, and thereon begins the friendship that blossoms into a companionship over the years. The film captures various phases of life and the different moments of joy, sadness, celebrations, responsibilities shared between the couple at their favourite destination, McDonald’s, which has become a part of their life.

    Leo Burnett, South Asia chief creative officer Raj Deepak Das said, “The campaign ‘A lot has changed. Nothing has changed’ articulates how the small, but important joys have remained the same, despite so much else changing. Even 20 years later, a child opening a Happy Meal box will have the same unparalleled joy on his face, like children did 20 years ago. While executing the campaign, we tried recreating the details from the past 20 years for the story to come alive – right from the staff’s uniforms, the events that happened around the time, the whole hog.”

  • ‘Neerja:’ The heroine of the hijack!

    ‘Neerja:’ The heroine of the hijack!

    Neerja, the film, is a biographical account of the PanAm air hostess, Neerja Bhanot. However, the disclaimer at the beginning of the film says it is not exactly so. To make this film would be a tricky challenge since Neerja’s image has become larger than life and her acts of valour have become part of legend.

    Neerja sacrificed her life to save hundreds of other in the course of duty and she has since been decorated posthumously by India’s highest gallantry award, the Ashok Chakra, besides the Philatelic Department issuing a postage stamp in her honour. Neerja was also awarded by the Pakistan government and the US Justice Department. 

    Neerja, played by Sonam Kapoor, was a daughter of the Bhanots, Harish and Rama, desperately wanted despite already having two sons. Her parents always imbibed the virtues of courage in their daughter, pampered equally by the parents as well as brothers. 

    Neerja is married off in an arranged match and moves with her husband to the Gulf. However, the teachings did not help Neerja in this personal battle when her husband started ill-treating and taunting her for not brining dowry and also for her modelling. The marriage failed and she returned to be with her parents in Mumbai. 

    Neerja then applied for a job with the American airliner, PanAm and was selected and later trained at Miami. She now has overcome the setback in her marriage, has a job, modelling assignments as well as a friend, Shekhar Ravjiani, who is keen to marry her. 

    Neerja was on her first flight as a chief purser on a Mumbai-Frankfurt-New York flight. But, the plane makes an unscheduled stop at Karachi. Here, four Libyan terrorists, dressed in Pakistani security uniforms board the plane. Neerja senses trouble immediately and alerts the flying crew of three who escape from an overhead hatch in the cabin. This was so that the terrorists could not compel them to fly wherever they wished. 

    What followed is what made Neerja a legend and earned her the title of ‘The heroine of the hijack.’ As the senior-most crew member on the flight, she takes charge, pacifies the passengers, communicates with the terrorists and goes on doing all she can to save the situation. 

    The terrorists want the Pakistani authorities to find replacement pilots to fly out. As the hours pass, they want to set an example and kill passengers one by one. Their anger is on the Americans and ask Neerja and other hostesses to collect the passports of all the American passengers on board to identify and kill them to pressurise the Pakistanis. But, Neerja orders her subordinates not to collect American passports. Instead hide them under the seats or get rid of them through the rubbish chute.

    The standoff lasts for over 17 hours when the aircraft battery life ends and the lights go off. The terrorists become frantic and, in desperation, start shooting blindly and chuck grenades in the plane. Neerja acts and opens the door as well as the emergency escape chute. Having done that, she could have been the first one to escape. Having helped all the passengers escape, it is when she is trying to help three unaccompanied children escape, that a terrorist shoots her.

    Director Ram Madhvani has done a competent job ably helped by screenplay writer, Saiwyn Quadras, who has done well to merge Neerja’s marital troubles flashbacks with the hijack scenes. Hijack and terrorism scenes may have been seen many times but the human angle here gives the film much credence. The last part where Neerja opens the aircraft door and lowers the chute is the essence of the film and has solid emotional impact. 

    For Sonam, getting into Neerja’s shoes is a tough task but she manages to get into the skin of the character as the film progresses. Shabana Azmi, Shekhar and Yogendra Tiku have brief parts but are convincing. Terrorists are sinister enough to make an impact.

    Neerja has had a varied opening response at the box office but word of mouth is encouraging. It is such a film that needs to work.

    Producers: Atul Kasbekar, Shanti Sivaram Maini
    Director: Ram Madhvani
    Cast: Sonam Kapoor, Shabana Azmi, Shekhar Ravjiani, Yogendra Tiku

    ‘Direct Ishq:’ Also ran

    Benaras has been attracting some filmmakers and writers to weave their stories in this holy city. It is not because of their love for the city or because of any religious leanings. When you want to pit a simple middle class girl against a gun-toting hero juxtaposed with another boy from the same city and similar background having made it big with hard work and honesty, you need a state with a reputation for lawlessness. Therefore it is not surprising that many such films are based in one such Hindi belt locale.

    Direct Ishq is a love triangle in the traditional mode where two guys, a good one and a bad one, fall in love with same girl. The boys in this case are Rajneesh Duggal and Arjun Bijlani, while the girl is Nidhi Subbaiah.

    Nidhi is a pretty and popular girl for the way she conducts herself, full of pep. But she knows her limits and keeps away from any sort of trouble from boys who try to woo her. Rajeev is a local college boy and the leader of the university students’ body. He believes that power comes from being tough. He is always ready to pick a fight and adds to his muscle by being armed with a gun. He is besotted with Nidhi but when it comes to girls, he is tongue tied. He can never make himself gather enough courage to tell her his feelings. 

    Rajneesh enters the scene to complete the triangle. He is another Benaras lad who has got his education in Mumbai and now has his own event management company there. Nidhi is an aspiring singer who wants to make a name for herself and make her family proud. In this event, Rajneesh would be the right person to fulfil her aspirations. While helping her cause, he also falls in love with her.

    The film provides scope for music as well as Benaras kind of action scenes. While nothing is new here, it being a musical also does not count for much as of innumerable songs, just a couple pass muster. Action is routine. 

    Direct Ishq is another also ran.

    Producers: Pradeep K Sharma
    Director: Rajiv S Ruia
    Cast: Rajneesh Duggal, Nidhi Subbaiah, Arjun Bijlani 

     

  • ‘Neerja:’ The heroine of the hijack!

    ‘Neerja:’ The heroine of the hijack!

    Neerja, the film, is a biographical account of the PanAm air hostess, Neerja Bhanot. However, the disclaimer at the beginning of the film says it is not exactly so. To make this film would be a tricky challenge since Neerja’s image has become larger than life and her acts of valour have become part of legend.

    Neerja sacrificed her life to save hundreds of other in the course of duty and she has since been decorated posthumously by India’s highest gallantry award, the Ashok Chakra, besides the Philatelic Department issuing a postage stamp in her honour. Neerja was also awarded by the Pakistan government and the US Justice Department. 

    Neerja, played by Sonam Kapoor, was a daughter of the Bhanots, Harish and Rama, desperately wanted despite already having two sons. Her parents always imbibed the virtues of courage in their daughter, pampered equally by the parents as well as brothers. 

    Neerja is married off in an arranged match and moves with her husband to the Gulf. However, the teachings did not help Neerja in this personal battle when her husband started ill-treating and taunting her for not brining dowry and also for her modelling. The marriage failed and she returned to be with her parents in Mumbai. 

    Neerja then applied for a job with the American airliner, PanAm and was selected and later trained at Miami. She now has overcome the setback in her marriage, has a job, modelling assignments as well as a friend, Shekhar Ravjiani, who is keen to marry her. 

    Neerja was on her first flight as a chief purser on a Mumbai-Frankfurt-New York flight. But, the plane makes an unscheduled stop at Karachi. Here, four Libyan terrorists, dressed in Pakistani security uniforms board the plane. Neerja senses trouble immediately and alerts the flying crew of three who escape from an overhead hatch in the cabin. This was so that the terrorists could not compel them to fly wherever they wished. 

    What followed is what made Neerja a legend and earned her the title of ‘The heroine of the hijack.’ As the senior-most crew member on the flight, she takes charge, pacifies the passengers, communicates with the terrorists and goes on doing all she can to save the situation. 

    The terrorists want the Pakistani authorities to find replacement pilots to fly out. As the hours pass, they want to set an example and kill passengers one by one. Their anger is on the Americans and ask Neerja and other hostesses to collect the passports of all the American passengers on board to identify and kill them to pressurise the Pakistanis. But, Neerja orders her subordinates not to collect American passports. Instead hide them under the seats or get rid of them through the rubbish chute.

    The standoff lasts for over 17 hours when the aircraft battery life ends and the lights go off. The terrorists become frantic and, in desperation, start shooting blindly and chuck grenades in the plane. Neerja acts and opens the door as well as the emergency escape chute. Having done that, she could have been the first one to escape. Having helped all the passengers escape, it is when she is trying to help three unaccompanied children escape, that a terrorist shoots her.

    Director Ram Madhvani has done a competent job ably helped by screenplay writer, Saiwyn Quadras, who has done well to merge Neerja’s marital troubles flashbacks with the hijack scenes. Hijack and terrorism scenes may have been seen many times but the human angle here gives the film much credence. The last part where Neerja opens the aircraft door and lowers the chute is the essence of the film and has solid emotional impact. 

    For Sonam, getting into Neerja’s shoes is a tough task but she manages to get into the skin of the character as the film progresses. Shabana Azmi, Shekhar and Yogendra Tiku have brief parts but are convincing. Terrorists are sinister enough to make an impact.

    Neerja has had a varied opening response at the box office but word of mouth is encouraging. It is such a film that needs to work.

    Producers: Atul Kasbekar, Shanti Sivaram Maini
    Director: Ram Madhvani
    Cast: Sonam Kapoor, Shabana Azmi, Shekhar Ravjiani, Yogendra Tiku

    ‘Direct Ishq:’ Also ran

    Benaras has been attracting some filmmakers and writers to weave their stories in this holy city. It is not because of their love for the city or because of any religious leanings. When you want to pit a simple middle class girl against a gun-toting hero juxtaposed with another boy from the same city and similar background having made it big with hard work and honesty, you need a state with a reputation for lawlessness. Therefore it is not surprising that many such films are based in one such Hindi belt locale.

    Direct Ishq is a love triangle in the traditional mode where two guys, a good one and a bad one, fall in love with same girl. The boys in this case are Rajneesh Duggal and Arjun Bijlani, while the girl is Nidhi Subbaiah.

    Nidhi is a pretty and popular girl for the way she conducts herself, full of pep. But she knows her limits and keeps away from any sort of trouble from boys who try to woo her. Rajeev is a local college boy and the leader of the university students’ body. He believes that power comes from being tough. He is always ready to pick a fight and adds to his muscle by being armed with a gun. He is besotted with Nidhi but when it comes to girls, he is tongue tied. He can never make himself gather enough courage to tell her his feelings. 

    Rajneesh enters the scene to complete the triangle. He is another Benaras lad who has got his education in Mumbai and now has his own event management company there. Nidhi is an aspiring singer who wants to make a name for herself and make her family proud. In this event, Rajneesh would be the right person to fulfil her aspirations. While helping her cause, he also falls in love with her.

    The film provides scope for music as well as Benaras kind of action scenes. While nothing is new here, it being a musical also does not count for much as of innumerable songs, just a couple pass muster. Action is routine. 

    Direct Ishq is another also ran.

    Producers: Pradeep K Sharma
    Director: Rajiv S Ruia
    Cast: Rajneesh Duggal, Nidhi Subbaiah, Arjun Bijlani 

     

  • JWT launches Worldmakers in India

    MUMBAI: JWT has announced the launch of the Indian edition of Worldmakers, hosted by JWT Worldwide chairman and CEO Bob Jeffrey.

    Worldmakers is a Web-based talk show series created and produced by JWT, first launched in January 2012.

    The latest edition of Worldmakers, which can be viewed on JWT Worldwide’s YouTube channel, takes the conversation to Mumbai where Jeffrey meets with the leading innovators, storytellers and entrepreneurs who are influencing technology and industry in India and beyond.

    Meeting with the country’s most influential creative and business-minded thought leaders, Worldmakers: India delves into the nuances of the country and what it means to be both creative and successful in the market.

    Worldmakers: India guests include Akhil Gupta (senior managing director and chairman of Blackstone India), Prahlad Kakkar (Indian ad film director), Roopak Saluja (founder and managing director of Bang Bang Films), Ram Madhvani (ad film director), Rahul Bose (Indian actor, screenwriter, director), Dibankar Banerjee (film director and screenwriter), Tara Sharma (British Indian actress) and Colvyn Harris (CEO JWT South Asia).

    JWT’s Worldmade outlook seeks influence and inspiration from the international community, and the blossoming Indian market is an important one for advertisers and brands looking to identify emerging global opportunities.

    “India is an important driver of global economy and a key market across many industries. Our candid conversations with the influencers who are driving change and shaping culture in India offer powerful Worldmade insights into opportunities and strategies for future success in this growing market,” said Jeffrey.

  • Creativeland Asia conceptualises first ever CCD TVC

    Mumbai: Coffee shop chain Café Coffee Day (CCD) has launched its first ever television commercial in its 16 years of existence, conceptualised by Creativeland Asia.

    CCD aims to reach every single household through the television commercial. The TVC titled ‘Sit Down’ is part of a 360 degree campaign. It is built on the premise that ‘standing up’ often doesn’t really yield results, but a lot of things can happen when you ‘sit down’.

    Creativeland Asia founder and creative chairman Sajan Raj Kurup said, “We wanted CCD‘s first ever TVC to be a little more than an Advert. Something that CCDgoers identify with, something that is neither too heavy nor too frivolous. In the whole idea of ‘Sit-down’, we eventually found all these and more. A powerful thought which is socially relevant in India at this juncture.”

    The TVC is produced by Equinox Films and directed by Ram Madhvani.

    According to the company, the campaign will be integrated across media with digital and social playing an important role. The agency has planned many campaign specific acts over the last year and will be executed phase-wise.

    CCD president marketing K. Ramakrishnan said, “CCD as a brand has never advertised in mass media in the last 16 years of its existence. It has been built solely through unique and pioneering marketing initiatives, coffee category building activities, public relations and more recently through social media. We believe it is the right time to get deeper into our customers lives, possible only through television.”

    The craft of the TVC combines two contrarian cultures – the café space and the social media space. The storyline of the TVC shows how a bunch of youngsters started a movement call sit-down by self recording videos across various CCDs across the country to the self anthem and then posting it via various avenues on social media. The central message of the TVC being to stop creating morchas or standing up against things, and instead Sit-down talk over a cup of coffee and find a way forward. Over 130 social-media profiles were used. Live posts were diligently crafted and created to become the frame-work of the TVC, the company said.

    There are a series of shorter tactical films planned as well. The ads have first been released on the social media space on Facebook, Twitter and Youtube. It will be released on air across all major television networks on 8 December.

  • Coca-Cola launches new communication for Diwali, ties up with Ra.One

    Coca-Cola launches new communication for Diwali, ties up with Ra.One

    BANGALORE: Coca-Cola has launched its new integrated communication initiative – “Khushiyan Baatne Se Hi Badhti Hain” for this Diwali.

    The campaign builds on the values of inclusivity, spreading and extending happiness that India as a society revels in and something that brand Coca-Cola has always been a proponent of.

    To further amplify the campaign, Coca-Cola has tied up with Ra.One through an interesting consumer promotion through which 25 lucky respondents chosen through a computer generated lucky draw will win a chance to meet the leading star of Ra.One, Shah Rukh Khan.

    The Coca-Cola television campaign for Diwali portrays how a group of friends set out to brighten up spaces that are most dear to them with diyas, thereby spreading happiness. The movement to spread the happiness is contributed by each of the friends lighting diyas in memory of special moment in a particular place like their classroom, the girl’s hostel watchman, canteen table etc.

    Coca-Cola India and South West Asia VP – Marketing, Anupama Ahluwalia says, “We are confident that this new communication will strike a chord with the Coca-Cola consumers and serve as a catalyst in making their Diwali a little more special and memorable. This Diwali, we urge all Indians to include others in their happiness, go ahead light two more diyas for someone else”.

    The ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign has been conceptualised by McCann Erickson‘s– executive chairman McCann Worldgroup India, regional creative director Asia Pacific McCann World Group Prasoon Joshi , and co-created by executive creative director Rahul Matthew, and senior creative director Akshay Kapnadak.

    The film has been produced by Ram Madhvani of Equinox Films and the soulful background score has been composed by ace music composer Shantanu Moitra. The TVC will also be supported by a strong digital media campaign that aims to amplify the concept of sharing happiness through the act of lighting diyas.

    Speaking about the latest initiative, Joshi said, “Working on this particular campaign has been a very fulfilling experience. The McCann and Equinox team has turned this campaign around in record time. The Coca-Cola ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign encourages everyone to make this Diwali more special and memorable by undertaking the simple act of lighting two diyas for someone/ someplace else thus extending happiness and spreading joy”.