ITV

Tag: Ramanuj Shastry

  • OLX.in unveils new campaign created by Saatchi & Saatchi

    MUMBAI: Online classifieds site Olx.in has rolled out a new television campaign with a focus on its Real Estate vertical.

    Conceptualised by Saatchi & Saatchi, this creative lays emphasis on the significant usage of the Real Estate category on OLX.in for getting a house or rented apartment.

    It showcases the underlying value proposition – “A perfect match is available on OLX, be it a buyer looking for a dream home or a seller wanting maximum return and response from a particular type of buyer only”. It is implied through the tagline “Wahi Milega Jo Mann Mein Hai, Sirf OLX.in Pe”.

    Saatchi & Saatchi CCO Ramanuj Shastry said, “I love the insight that “You’ll find the perfect match on OLX” In today‘s world, sales promises are looked at with skepticism. What you see is what you don‘t get. Real estate is probably the most glaring example of that. And it‘s quite a delight to find exactly what you‘ve been promised. The ad dramatises this singular advantage of OLX in a humorous and entertaining manner”

    OLX India CEO AmarjitBatra stated, “Individuals are now using the internet to rent, sell or purchase property directly without involving middlemen. Taking this insight, we aim at creating awareness for OLX.in as the most significant marketplace for Real Estate oriented transactions. This ad convincingly urges users to try out Real Estate category on OLX.in to which ensures the most desired requirements of Real Estate dealings be it finding a dream home, a desired lodger or a perfect landlord.”

    Taking cue from this insight, the ad features a couple that enters a house with their kid. The man opens the gate and exclaims “Wahi Gate!” After taking a few steps within the house, the boy notices a swing in the garden area and utters “Wahi Jhoola!” This is followed by the appearance of an old Bengali couple standing at the railing of the balcony. Seeing the younger couple with their kid entering their home, they are ecstatic, “Wahi ek bachhe wala couple”. The younger couple thereafter notice striking similarities to what they have always desired in their home and what they see in this house. Upon introducing himself to the old couple by mentioning “Myself Arindam Chatterjee”, the old man seems delighted and expresses pleasure to his wife on getting a “Bengali” couple they were seeking as tenants. However, the man is still apprehensive and he asks the old man “Magar Kiraya?”, and the old man happily reverts, “Wahi Pachhis Hazaar” which is mutually agreeable to both the families. The ad concludes with a male voiceover saying “Wahi milega jo mann mein hai sirf OLX.in par”.

  • OLX releases its new TVC ‘Badi Badi Baatein’

    NEW DELHI: Riding on the success of the ‘Bech De’ proposition, OLX.in has released a new TV commercial with a blend of humour and ever green pati- patni nokjhonk.

    Revolving around the theme of ‘badi badi baatein’, this concept is based on the insight that mid-life crisis makes most men buy expensive toys like SLRs, guitars and super bikes to boost their faltering self-image. The wives are always conscious of this transition. They are tolerant yet aware of the waste of money as stuff is bought with much interest but never used. The underlying message that comes out through this communications is to show the similarity between OLX.in and this kind of big talk- they both come free of cost.

    The ad has been conceptualized by the well renowned creative agency Saatchi & Saatchi.

    The campaign has also been extended on radio with the same theme of ‘badi badi baatein’ being utilized to inform listeners to let go of the products after they have served their time on the shelf as adornments. The witty creatives on radio are very interesting interactions between various people and would be easily related to by most people.

    The new TV commercial is set among multiple married middle aged couples of India where a wife is taunting her husband for not living up to his tall claims of learning to play the guitar, lose weight, or use his expensive digital SLR camera. Not ready to accept defeat, the husband plays along by promising to keep his word.

    The intrinsic good humour that is typical of OLX ads continues through this ad as well. OLX‘s last two campaigns have received a phenomenal response in establishing the site’s identity and making it popular across India. The new creative is a step further to cement the idea of making every person use OLX.in as for selling their personal products which have been bought but not used much.

    OLX India country head Amarjit Batra explains the need to veer to a new idea with this commercial. He says, “We have retained the core value proposition of highlighting those personal goods that we have a tendency to hoard at home in spite of them not being used. The new communication subtly encourages the viewers to sell their products through our site while stressing on the no cost factor common to your ‘badi badi baatein’ and putting an ad on OLX.in.” He further adds, “I’m really excited with the jingle used in the creative. The O P Nayyar-esque sound of it will definitely get women humming it to their husbands.”

    Tapping on the Indian family backdrop with this ad again, Saatchi & Saatchi NCD Ramanuj Shastry said, “We deliberately wanted to continue with the typical Indian household setting this time by showing a wife bickering with her husband. We have found that such grounded characters are easily relatable and hence there was no need to get out of the domestic scenario. It is common to find couples engage in playful banter of this nature each trying to gain the upper hand. The idea is to in a subtle manner make OLX.in the first name that comes to your mind when you wish to sell something you do not need lying around the house.”

  • Saatchi & Saatchi conceptualises Olay’s new ad campaign

    Mumbai: Saatchi & Saatchi has designed the latest Olay campaign – ‘Olay Total Effects Skin Challenge‘.

    Besides taking the print, television and digital route, the campaign also involved a consumer engagement program, which gave women a platform where they could not only share their stories, but also challenge themselves when it came to younger looking skin.

    The new campaign is based on the insight that for many women as life changes over the years their priorities also change at every stage. And while other things become more important, skin care takes a back-seat. Keeping this as the main focus, the campaign was divided into phases.

    First, a debate was sparked off by posting controversial statements in the online media. This was then followed by a Nielsen survey. The results of the survey were shared online with the audience, which resulted in more buzz. Women were then urged to take the Olay Total Effects Skin Challenge and tell them how it made a difference to their skin and their lives. Simultaneously, to keep the interaction level high, various apps and Facebook activities were initiated.

    As the campaign progressed, women started sharing their experience online – compliments that they started receiving for their younger looking skin. These were then printed as advertorials and played as T.V. spots.

    The brand ambassador for Olay, Kajol, also brought this thought alive as she narrated her life story and how Olay Total Effects had helped her look young and beautiful through different stages of her life.

    Saatchi & Saatchi chief creative officer Ramanuj Shastry said, “Every woman is beautiful. But as her priorities change over the years, she becomes so busy that skin care isn‘t that important like it used to be. But why should her beauty be left behind, just because she‘s married or has become a mother? That‘s why through the ‘Olay Total Effects Skin Challenge‘, women can now become and feel beautiful all over again.”

    P&G Olay associate marketing director Danish Rahman added, “Olay Total Effects, being one of the leading brands in India, understands the challenges that women face every day, because of which they are unable to give enough time to their skin. So we have asked women to take the ‘Olay Total Effects Skin Challenge‘ and reclaim their beauty.”

  • Saatchi & Saatchi appoints Ashutosh Karkhanis as ECD- Mumbai

    MUMBAI: Saatchi & Saatchi India has announced the appointment of Ashutosh Karkhanis as executive creative director-Mumbai.

    In his new role, Karkhanis will be heading the creative team in Mumbai.

    Karkhanis is currently serving his notice period at Ray and Keshavan, The Brand Union where he was working as the creative director. He will join Saatchi & Saatchi from 3 May.

    Saatchi & Saatchi- India NCD Ramanuj Shastry said, “Ashu is an awesome talent. I worked with him at Rediffusion Y&R and in the process became a fan of his work – be it advertising, design, digital or photography. He will bring with him new energies and new thinking that is invaluable.”

    Saatchi & Saatchi GM Mumbai Nisha Singhania said, “Ashu will be a critical driver of transformation at Saatchi & Saatchi. Having worked with Ashu both at Grey and at Rediffusion, I find his passion for ideas absolutely infectious. His experience in design and digital gives us the edge that we need to succeed in today’s VUCA world.”

    On his new role Karkhanis said, “Today when I see my young sons playing on the ipad, I realise that digital is the future. Meeting with the Saatchi team confirmed my belief. With Saatchi & Saatchi I have found the perfect match.”

    Karkhanis comes in with over 20 years of experience and has spanned advertising, design and digital.

    Prior to joining The Brand Union, he has worked with Lowe, Enterprise, Ambience, Grey, Contract and Rediffusion Y&R. He has worked with clients such as Britannia, Unilever, Kotak Mahindra, HSBC, Asian Paints, Taj Hotels, Economic Times, Kingfisher Airlines, Himalayan Water, Tata Nano and Tata Sky.

  • Skoda’s Rapid fights the entry sedan segment with a new campaign

    Skoda’s Rapid fights the entry sedan segment with a new campaign

    MUMBAI: Skoda Auto India has launched a new ad campaign for Skoda Rapid.

    Titled ‘Big Fat Indian Wedding’, the campaign encapsulated the proposition of ‘Being Thoughtful’.

    Revolving around the Indian wedding, the campaign has been conceptualised by Saatchi & Saatchi. The media agency working on the account is Mediacom.

    Skoda Auto India and member of the board – sales and marketing brand head Thomas Kuehl said, “At Skoda we believe that a car is much more than a mere product. It is an extension of an individual and this insight has helped us arrived at the positioning ‘Built to be Thoughtful’. We used the backdrop of Indian wedding in our campaign to demonstrate the emotional connect between a family and a car. The Skoda Rapid embodies that sentiment with its ‘Simply Clever solutions’ and product values at various occasions during the wedding. Since a wedding for an Indian family is valuable, emotional and a grand occasion, it is a perfect fit to partake in the celebrations with the Skoda Rapid – Family Car of the year 2011.”

    Skoda Rapid is fighting in the entry level sedan segment. Director Sam Ahmad has created a film that underlines the fact that the Skoda Rapid is as “sensible” as it is “stylish”.

    Saatchi & Saatchi chief creative officer Ramanuj Shastry said, “To dramatise the ‘thoughtfulness‘ of Skoda Rapid, we chose the big, fat Indian wedding, the torture test for any car. It‘s the only time where not just the badge value of the car, but its work horse like qualities also matter. A car for the Indian wedding has to be spacious, comfortable, dependable and economical.”

  • OLX rolls out new TVC conceptualised by Saatchi & Saatchi

    OLX rolls out new TVC conceptualised by Saatchi & Saatchi

    MUMBAI: The free online classified site OLX.in has launched a new TVC, created by Saatchi & Saatchi, to take its ‘Bech de’ campaign further. It is back on national TV with ‘Grandfather’ and ‘Baby Cot’ TVCs.

    The idea of the campaign is ‘everything sells for a price’.

    The first set of commercials was aired in June 2011 and the company claims that it worked well in driving traffic to the site as well in making OLX a household name in India.

    Encouraged by the campaign’s response in India, OLX ran the same TV ads in Pakistan as well and the same creative idea was reproduced in Portugal.

    Saatchi & Saatchi NCD Ramanuj Shastry said, “Not going for the so-called fresh situations to bring newness to a campaign and keeping the narrative within a family was a decision we didn’t have to think twice about. That aside, it was a tremendous feeling to have a seasoned actor like Ramesh Deo holding the fort in our latest script.”

    OLX India country head Amarjit Batra added, “Our core value proposition of ‘Individuals using OLX to sell personal goods that they don’t need or use’ comes out beautifully from these new TV ads. The use of same cast in all the films implies the huge need among every Indian Family to solve their daily problems of buying, selling products and services locally. With OLX they simply have to tell their friends and relatives to ‘BechDe’.”

    The new TVCs carry the distinct humour. So where the first one began from younger brother convincing the elder one to sell his old bike, and second one getting the two together to get their dad to sell off his desktop, the third one builds on this natural progression. Now the two brothers and the father get their grandfather to part with his cherished old car.

  • Saatchi & Saatchi creates Otrivin Cold Tabs’ new campaign

    Saatchi & Saatchi creates Otrivin Cold Tabs’ new campaign

    MUMBAI: Saatchi & Saatchi has created a new campaign for Novartis which is launching its new product, Otrivin Cold Tab in the market.

    The idea behind the new campaign was to establish the brand as the one step solution to provide complete relief from cold. It plays on the concept that there are actually seven symptoms of cold and Otrivin Cold tablet has a unique advantage of solving all the seven symptoms of cold.

    The creative agency said that the challenge was to break through a category which is already flooded with innumerable options which offer similar benefits making it difficult for the consumer to judge which one is better than the other.

    The agency had a task of providing a strong differentiating selling point to the brand along with optimum usage of the media with 10-seconder TVCs.

    Saatchi & Saatchi GM Nisha Singhania said, “The consumers for this brand belongs to SEC B and C who cannot afford to skip even a day‘s work, hence seek a quick relief option which cures them of all the problems faced during cold.”

    Saatchi & Saatchi CCO Ramanuj Shastry added, “The creative idea is about dramatizing the effect of each symptom in multiple TVCs and thereby establishing the brand as the ‘Complete Relief Provider‘.”